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10 Steps to Self Publishing a PHYSICAL Book Everyone Who Sells Info Products Should Know

Information Marketing

This is an overview of the steps necessary to get a physical book self-published. If you need more help, go to You can pick up my book “Publishing For Maximum Profit” for free. It will give you a LOT more information to help you. There are some minor/less important steps that have been left out to make this a document manageable. BUT, you have everything you NEED to make things happen!

1. Set up a Publishing Company

If you’re “serious” about self publishing you’ll want to set up a self-publishing company. I’m not a lawyer or accountant, so you’ll want to contact those folks to determine whether or not it should be set up as a corporation or some other legal entity. Whatever you do, it will be important to create a separate legal entity of SOME kind to do your publishing.

The name you give your publishing company is critical. You’ll want to make your company look bigger than it is. To do that, make sure and choose a name that is not connected to your own. In my case, I use the name: FAST FORWARD PRESS.

Also, make sure that you don’t box yourself in with your name. For example, if your book is about the banking industry, you may be tempted to call your publishing company: Bank Related Press. That’s fine if ALL you EVER want to publish are books about banking. If you THINK there might be other topics you’ll write about, then keep it more generic.

That being said, IF you are ONLY going to publish within a given niche, then you may want to think about it differently. It MAY be sensible to use the name of the industry/niche in your publishing company name.

2. ISBN Numbers

Without an ISBN number, your book is an illegal alien. There is no negotiating the price of ISBN numbers. They are what they are. That’s the case because there is only one place to buy them. Do NOT buy ISBN numbers from a RESELLER. ONLY buy them from Bowker.

You have choices as to how many ISBN numbers to buy. The minimum order from Bowker is 10. Unless you are planning to do a LOT of publishing REALLY fast, don’t get any more than that.

IF you foresee cranking out a lot of books and other products (CDs and DVDs – which will also need ISBN numbers) you may want to buy 100. For most people 10 is sufficient to get started.

Depending on how quickly you need them, you’ll end up paying AROUND $250 total. To get them, go to:

You may also need to get your ISBN number put into a form that can be used on the outside cover of your book. There is a company called Fotel ( ) that produces bar codes. Contact them and they’ll give you (or your designer) what you need.

3. Set Up Distribution: CreateSpace and Amazon

There are a number of places where you can make your book available for sale. You can divide these two groups into DIRECT and INDIRECT channels.

Direct channels are those where you sell the books yourself. Selling direct you’ll be able to sell the book for whatever price you choose. Usually FULL RETAIL. But, the choice is yours. Direct sales can be further divided into ONLINE and OFFLINE.

The vast majority of direct online sales will happen at your own website. A good website is essential to maximize sales. For most authors, the majority of direct offline sales will come from selling the books at the “back of the room” when you give a speech.

Indirect channels are those that sell your book to THEIR customers. All you do is provide them with the books for THEM to sell. The biggest player in this market is Amazon. There are a number of different ways to sell your books on Amazon.

When you go to Amazon to sign up as a publisher, you’ll see the different options. Depending on how you’re doing things, one or another program will be better for you. You can either send them copies of the book that you print the book yourself or have them print them for you.

My suggestion is to work with CreateSpace to do your printing and supplying Amazon. It’s simple and easy. You won’t get the LOWEST prices on printing IF you start to sell a LOT of books. But for MOST, it’s the RIGHT place to START.

CreateSpace is owned by Amazon. They do Print-On-Demand, also known as POD. Once you have your book set up on CreateSpace, you never even TOUCH your book. CreateSpace prints it and send it along to Amazon. Also, if you want copies for yourself, CreateSpace will print them and send them to you directly. Again, this is the place to START.

If you end up selling LARGE QUANTITIES of books, you’ll want to consider other options where you can reduce your unit cost per book.

Please remember, CreateSpace is sometimes IMPOSSIBLE to deal with. Their customer service can be abysmal. Don’t get frustrated. The biggest hassle is getting started. Once your book is up and running with them, you’re fine. Anticipate a lot of problems and hassles when you first get started. If this doesn’t happen, you’ll be the exception and not the rule.

BUT, since they are the “little brother” of Amazon, they are who you want to use. Trust me, I’ve tried it other ways; don’t do it. If you get to the point that you’re moving over 100 or 200 books a month, get in touch with me. You’ll want to look into printing larger quantitates in BULK. I can advise you at that point.

When you get there, I’ll introduce you to my friend, Ron Pramshufer at

4. Research

In order to write the BEST book, you’ll have to do your homework. You research your book by investigating a few different sources. First, you’ll want to get a hold of any and all books on your topic. if you can get them at the library, you’ll save yourself some money.

Next, you’ll want to find any and all magazine articles related to your topic. Most of the magazines will have an online version you can access.

When researching, Google will be your BEST friend. Take your topic or your keywords, plug them into Google and get going! You’ll find a ton of different resources.

Another key way to research your book is with interviews with other experts in your field. When you find an author or any expert in your field, try and get them on the phone to do an interview. Some will be willing and others won’t. Don’ be discouraged, do the best you can. After all, this is YOUR book. If they agree to the interview, THEY will benefit from being quoted. If they don’t understand that, it’s THEIR loss.


5. Writing

For many people, the writing is the most difficult part of the self-publishing process. You have two choices. Write it yourself OR get someone to write it for you. If you decide to write it yourself, here is the system that I use that you should consider. It’s worked for a lot of people I’ve coached in this area.

Start out by getting 500 index cards. I like to use the “standard” 3X5 size. Some of my clients/customers have found the larger ones better for them. Your choice.

Now sit down in a quiet place and brainstorrm EVERY SINGLE IDEA you can think of about your topic. Write each idea down on a separate index card. Do it fast. Don’t worry about duplicating cards. It always happens and you can discard the duplicates LATER. For now, get ALL your ideas out there.

After you’re done, take all the cards and put them into piles. These piles will turn into your chapters for your book. Every card in the same pile should be about a SIMILAR topic or concept. Don’t worry about trying to make the piles even or making sure that you have a certain number of piles/chapters. Just do the exercise. There is no right or wrong here.

When that’s done, you’ll want to put the cards in order. This will be the order the chapters will appear in your book. Make sure to create two more piles. One for your introduction and one for your conclusion.

ONLY after you’ve finished this exercise should you start writing. Not before. In my opinion. If you’ve already started your book before reading this, don’t worry.

You now have your book outline in a very manageable form. Start by picking up cards and writing about the topic. Write until you’ve exhausted all of your ideas. There is no pre-determined number of words for each card. Just write until you have no more to say about that topic. Make sure that you include stories, quotes, or statistics (if you can) for each card. It will make the book more readable.

Do NOT feel compelled to write your book in any particular order. BUT, do have a goal to complete at least 2-4 index cards each day. YES, you can skip Sunday if you HAVE to! You’ll be using your index cards and writing the book on your computer.

When you’re finished with all the cards. The book is done. You’re now ready to turn it over to your editor to clean things up.

Your other option for writing is to get a ghostwriter. This is where someone writes the book for you. Most ghostwriters will interview you to get the ideas out of your head and into their notes. After that they will create the book based on what you gave them.

How long will this take? It depends on the ghostwriter and the topic you’re doing.

How much will it cost? It depends on which ghost writer you choose. Their prices will range from a low of around $5,000 to a high of over $250,000. With that HUGE variation of prices comes a HUGE variation of quality. MOST of the time you get what you pay for.

Cost: $0 – $250,000

6. Editing

If you write the book yourself and even if you use a ghostwriter to do a book, you’ll want to hire a separate editor. The editor will take YOUR or your ghostwriter’s work and “clean it up.” It’s impossible for you to edit your own work so don’t’ even try.

How do you find one? You can certainly Google the term and add your city. For example, if you lived in Boise, ID, you’d put in: “Book Editor in Boise, ID”. Remember that there is NO need for your editor to be located in YOUR city. Not in the Internet age. Some people prefer to meet with people face to face, but it’s NOT necessary.

You can often find great editors by going to the Journalism or English departments at the local college in your market. Often times you’ll find some GREAT talent at budget prices. Look for grad students who will often work for a HOT MEAL(not quite)!

What can you expect to pay an editor? Anywhere from a low of $15 to a high of $150 an hour.

Cost: $0 – $5,000

7. Back Cover Copy

The goal of your back cover is to get people to BUY your book. That is the sole purpose of the “copy” on the back cover. Your first question you’ll have to ask here is: Should I do this myself or have someone else write it for me?

How good are you at writing copy?

If your book is sold in bookstores or other places where people can SEE the back cover before buying, the back cover is CRITICAL. Good copy will help you to sell more books.

Think of yourself. When you go into a bookstore, what do YOU do? If you’re like me, you look at the books on the shelf. When a title jumps out at you, you pull the book off the shelf. You’ll look at the front cover briefly, then you’ll turn the book over and read the back cover. IF it intrigues you, you’ll probably then turn to the table of contents and/or thumb through the book.

If you’re “MOVED” in some way, you’ll buy the book!

What are the components for your back copy?

First, you’ll want to decide on the category where your book should be shelved. Pick up any book and the vast majority will have one or two words up at the top left corner of the back cover. These let the retailer know where to shelve the book. Make this choice carefully.

One of the best ways to do this is to find other books LIKE yours. See what words THEY are using. You’ll also want to chat with the folks at your local Barnes and Noble or Borders. Tell them the title of your book and what it’s about. Ask them where they would shelve it.

The next most important item is your HEADLINE. The back cover should have a headline at the top that GRABS someone’s attention.

Next is your opening paragraph. Right underneath the Headline you’ll want to have a paragraph in which you summarize what the book is about and who it’s for. This should be no more than 4 or 5 sentences and take up no more than a maximum of 20% of the back cover space.

After the Opening Paragraph you’ll want to have a section I call the “What You Will Learn” area. This section general starts with the Sub-Headline: “in This Book You’ll Learn” or “In This Book You’ll Find”. Underneath that sub-head you’ll want to put 4 or 5 of your BEST bullet points that you cover in the book.

After this section, you’ll want to put your BEST testimonials from the most influential people you can round up.

Below the testimonials, you’ll want to have a few more items. Your picture should be there and a summary of you and your credentials. I then put a short blurb that encourages people to buy the book NOW.

The only things left are the name of your publishing company, the website address for this particular book and the bar code.

Take a look at any/all of my books to get an idea of how to do your back cover.

Cost: $0 – $500

8. Cover Design

People DO judge a book by its cover. Even if you’re trying to save money, this is the one place you’ll want to spend a little cash unless you’re a talented graphic designer yourself. Book design is a VERY specific art form. Those who do it well/right understand the market and what buyers are looking for.

You have two choices here. You can either do the cover design yourself OR have someone else do it for you. If you have someone else do it for you, you’ll find a HUGE ranges of prices. Just make sure that you see plenty of samples before you give anyone ANY money.

I HIGHLY recommend that you get someone else to do it for you. The cover is critically important to getting press coverage and getting your book to sell. Leave this task to those who know what they are doing!

The best way to find a book cover designer is to find books that you love the covers and contact the authors and ask them who they used. If it’s a book that’s been published traditionally, don’t waste your time calling. It was done by an in-house graphic designer or jobbed out to someone else. Either way, the publisher probably won’t give you the time of day and chances are the author won’t know!

If you can’t get a referral that way, then you have to go out and find someone on your own. You can google the term “book cover designer”. You’ll get a slew of sites and individuals you can screen. Again, you’ll find prices all over the place. The BEST ones will be charging NORTH of $3,000.

If you’re looking for a lower priced option you can try , or . I’ve also had some luck with . With ALL of these sites remember: BUYER BEWARE. Never give a designer the full amount of money in advance. Although it is customary for them to be given a deposit up front. That’s standard procedure in the industry.

Cost: $0 – $3500

9. Interior Design

This is the term used for making the words look “pretty” on the page. Again, your first question is: Do it yourself or have someone do it for you? If you have good computer and design skills you MAY be able to do it yourself. For most people, this is a BAD idea. Interior design is important.

As you consider what typestyle to use and other elements of laying the pages out, you’ll want to make sure that it MESHES well with your cover design. With books that don’t do this, there is a visual/mental disconnect when people pick up the book.

Frequently, the folks who do your cover design will also do your interior design. This is an important element of the LOOK of your book. The best way to get what you want is to find books where you really like the interior and show them to your Interior Designer and Cover Designer before they start their work.

Make sure that the design you choose fits the market you are targeting. A book on sports should not have a VICTORIAN look. It just wouldn’t be consistent with the topic.

Cost: $0 – $ 2500 ($5 – $10/Page)

10. Printing

Once you get to the point where you’re selling 100 books a month or more, you’ll want to look for printers OTHER than CreateSpace. When you start printing over 1500 copies at a time, the price difference will make it worthwhile to print it on your own. After you print you can then send the books to any of your outlets (Amazon, to be sold.

A book that CreateSpace is charging you $3.75 a piece for when printed 5,000 units at a time, may go down to under $2 a piece. When you get to 10,000 units at a time you MAY get close to $1. It will depend on how many copies you print and how many pages are in the book. The more you print and the fewer the pages, the lower the cost.

Different book printers specialize in different kinds of books. You’ll want to send a good number of book printers an RFQ – Request for Quotation. This way when you get the quotes back you’re comparing apples to apples. Your decision on who to use to print your book will be based on price, service and reputation.

Here is a link to a list of book printers:

Cost for CreateSpace to do a book that is around 200 pages with a 4-color cover is around $3.50. This should be ABOUT right, but check to see.

Tools to Sell Your Book Online

Domain name:
Web “stuff”:


Remember, your book is the BEGINNING and not the END of the process! One of the biggest financial mistakes that most authors make is thinking that they can make a LOT of money with a book alone. For all but a SELECT few, this is NOT the case. The big money, in many cases, comes from what you sell people AFTER they buy your book.

Additionally, just writing and printing a book will not make it sell. You’ll need to be marketing your book to make that happen. But that’s a whole different report. If you want to get a jumpstart, get a hold of John Kremer’s book: 1001 Ways to Market Your Book. Contact me for reduced price copies.

If you do decide to self-publish, don’t freak out. It will seem like a lot of “stuff” to do. It is. But, for most people it’s a NEW language. Once you learn the language and the sequence of events, it will get easier and easier each time you do it. AND, once you figure out how to do it once, chances are you’ll publish more than one book!

As far as your TOTAL costs, here is a breakdown of the RANGE of fees you’ll pay:

ISBN Numbers: $225 Total – About $25/product (if you have ten books or CDs)
Cover Design $0 – $3500
Back Cover Copywriter: $0 – $500
Writing: $0 – $250,000
Editing – $0 – $5,000
Interior Design: $0 – $2500
Printing: $0 – ????

TOTAL COST: $25 – $???? (Depending on how much you do yourself and how much you “farm out”)

Any questions make sure to contact me!


(ALERT: Do not spend more than $100 with ANYONE until you run it by me. I ask that you do this because there are MANY folks who prey on unsuspecting, new self publishers. I’m hoping that I can save you some CASH and AGGRAVATION, so contact me first BEFORE you spend your cash.

David Hamilton: EVERYTHING Web Related:
Back Office Shopping Cart:
Cover/Interior Designer: NIck Zellinger:
Reference Book: Publishing for Maximum Profit: download it at:
Printer: Speak with Ron Pramschufer, tell him I sent you!
Cover Designer: NIck Zellinger
Interior Designer: Nick Zellinger
Bill recommends: Cindy Barrilleaux, former managing editor of the Psychotherapy Networker; has edited for me several times.

Marge Hulburt, ; has edited and ghostwritten things for students of mine.


Information Marketing

23 Responses to “10 Steps to Self Publishing a PHYSICAL Book Everyone Who Sells Info Products Should Know”

  1. Mark Moxom on February 12th, 2011 9:51 am

    Top notch information as usual Fred.

    In particular the part about the outside and inside designs meshing was quite timely for me as I’m just in the middle of ‘prettifying’ a new book.

    To see what’s hot as far as design goes – I look at the best sellers in my niche on Amazon. You not only see how their covers have been designed (front and back) but you can also use the ‘view inside’ feature to see how they have formatted the interior as well.

    In fact a visit on line can save you having to go to a book store for some of the info you need.

    As far as editing goes… My first run through is done using the speech facility on the mac to ‘read’ through each section. (Windows 7 users have the ‘narrator’) It’s amazing how something not quite right jumps out at you when you hear it read out loud.

    Thanks again,


  2. Gregg Zban on February 12th, 2011 12:22 pm

    Great article Fred! Very detailed and informative. Thanks for all the research and resources. This will save me a lot of time.


  3. Diane on February 12th, 2011 5:00 pm


    I LOVE this article. It is straight to the point and not fluffy stuff.

    As the owner of a small security consulting company, I have written a few ebook guides on the government security clearance process and having our tips would have made my life a lot easier, as a first time self publisher.

    Keep the great info coming and I am a fan.

    Security First & Assoc.
    Author: Everything you need to know about the security clearance process, but are afraid to ask.


  4. Fred Gleeck on February 12th, 2011 9:40 pm

    Thanks. With feedback like you’ve given me, I know I’m on the right track! If you think of anything else you’d like to see, please let me know!

  5. Fred Gleeck on February 12th, 2011 9:41 pm

    Gregg, THANKS! It took me a while to do, but I’m glad I did it. Make sure and refer others to this post. It will save THEM a lot of time!! Fred

  6. Fred Gleeck on February 12th, 2011 9:42 pm

    Mark, GREAT points you make here. Design is critical and the cover should match the interior. Also, the idea of reading aloud is one I often tell others about and you reminded me of it again here. Thanks for your thoughtful comments. PLEASE SPREAD THE WORD!! Fred

  7. TheInfoPreneur on February 12th, 2011 10:24 pm

    Man…where is the paypal button? 🙂

    Very timely info. Was thinking of doing some of these things after I get a few more product under my belt…taking some and turning them into actual books.

    And thanks for having the insight to answer my production costs question before I had a chance to ask 😉
    …Mind reader, I tell ya’


  8. Fred Gleeck on February 13th, 2011 1:10 am

    Brandon, you can always send ANY amount of money to my paypal account:!! Thanks for your comment! Fred

  9. 10 Steps to Self Publishing a Book | Speaking Expert on February 15th, 2011 6:33 pm

    […] 10 Steps to Self Publishing a PHYSICAL Book Everyone Who Sells Info Products Should Know […]

  10. Fred Gleeck on February 17th, 2011 4:19 am

    Yes, every professional speaker should read this!

  11. tams on February 17th, 2011 7:25 pm

    heya – l have a silly question, l have just bought the business name SOUL STORIES, which will begin with prints, cards and books (web site in the making) – so my question is, (as l plan on self publishing) do l need to buy another name for the publishing company, or can l use soul stories?
    Or if l want soul stories press, do l need to buy a new separate busi name?
    cheers for your help

  12. Fred Gleeck on February 17th, 2011 11:01 pm

    Tams, Glad I could answer your question directly at Facebook! For others, make sure and download my book, “Publishing For Maximum Profit” at

  13. valerie on May 15th, 2011 7:01 pm

    I really enjoyed reading this article. it was very informative because I am about to self publish and do not know the first thing about it.

    With the isbn numbers is that something that is sent to you to place on your books yourself?

    I just need an in depth lesson.

  14. Fred Gleeck on May 18th, 2011 4:53 pm

    Valerie, to learn more about ISBN numbers, go to AND, please download my book: “Publishing for Maximum Profit” at:!

  15. Margaret on September 27th, 2011 1:24 am

    Thanks for writing this article, I have started my own publishing company: I have set up the LLC, purchased isbn numbers, library of congress numbers and all the rest. The first book that I published was a childrens book that my 18 year old daughter wrote. I published it and gave it to her as a graduation gift. The whole process was really fun as I was able to plan her whole senior year around the book: she had several local book signings which included a book signing at the local zoo for her graduation open house where books were sold and she did a couple readings. I would like to take the marketing of the book to the next level, selling to bookstores and creating a website. I would even like for her to book some speaking engagements for young authors or something… I just don’t know how to help the book evolve past the local success it has already experienced. Could you give me some ideas and/or resources on how to get books sold in stores and how to create an inexpensive online sight where the book can be sold. Any information is appreciated.



  16. Fred Gleeck on October 2nd, 2011 5:59 am

    Margaret, I have only one suggestion. Spend time going through virtually everything you can find on this site. Do that and you’ll be well on your way! Fred

  17. Faye on June 7th, 2012 8:09 am

    I am so grateful to find your site! It’s God send! Thank you so much for all the information, straight to the point. I have finished writing my book, unfortunately, my way. But now I found your site, I will follow from here on. Blessings.

  18. Diane on June 7th, 2012 7:40 pm

    Thank you for such GREAT information, very informative and right on time.

    Do you need an ISBN number for ebooks?



  19. Diane on June 7th, 2012 7:42 pm

    How doed one get endorsements for their books?

  20. Tim on June 27th, 2012 8:29 am

    Hey Fred,
    I have an idea about a book dealing with about 10 to 12 attorneys and what great adversities they had to go through in order to successfully graduate and pass the bar exam. Also, each reader could related to one pariculr attorney because they would match their background in some way. Anyway, I was wondering would it be a great book that anybody would be interested in? Or how could I fine out if it could be a big hit?

  21. Dalene Rondo on December 5th, 2012 9:06 pm

    Fiverr is high authority market for webmasters .

  22. How Information Marketing Changes Books on January 17th, 2013 8:37 am

    […] and produce profitable results.  In fact, 20 pages that hit the nail directly on the head and speak authoritatively to your ideal target market may work better than 200 pages. That is true of e-books, but due to the spine width issue it is not […]

  23. Think Like a Scientist To Build Your Info Products on January 22nd, 2013 10:51 pm

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