Announcing Self Publishing 101 💫
From the moment I launched my first book I’ve had questions about self publishing. This course is my effort to contextualize what I’ve learned to help others along the way.
I’ve been working on the material for this course for over a year, but I see it as a living organism. I’m always finding new information to add and I’m sure I’ll continue to do so. I’ve decided to hit “publish” today and keep adding as I gain more experience.
You can listen to the welcome podcast above as a little teaser!
I originally created this for paid subscribers. After one year I decided to remove the paywall. If you’d like to support my work you can pledge as little as $3 a month via Patreon or become a paying subscriber here on Substack. Paid supporters get snail mail letters from me (in your actual real life mailbox) once a month.
Who is this course for?
This is a course for a writer who wants to learn about the nuts and bolts of self publishing.
I’m not an expert in self publishing as a whole.
But I do have experience self publishing as an indie author, and I have a lot to share.
To date I have fully funded two self published books (three if you count the workbook) with an anthology on the horizon for later this year.
If we haven’t met, I’m Sarah Shotts, autistic artist and author of:
Discover Your Creative Ecosystem
My Creative Ecosystem: The Companion (workbook)
and How It Feels to Me (coming 2025).
I launched my first book with 125 email subscribers1
You don’t need a massive audience to start sharing your words and sending ripples out into the world.
I’m here to help indie authors who want to get their book into hands. Especially marginalized or neurodivergent writers who may struggle with traditional publishing.
There is no “right” way to self publish.
I believe everyone has their own unique creative ecosystem.
This means there is no right way to self publish a book.
My goal is to present your options for each step of the way and help you make the decision that is right for you.
This course is NOT…
The course is NOT about writing and does NOT cover how to write your book.
This is an entry level course. That means I will introduce each step of the self publishing journey.
It is not within the scope of this course to teach in depth processes.
Book editing, cover design, ebook formatting, audio book recording, etc. are advanced techniques which may require additional training or hiring a professional.
What we will do is break down the pros and cons of choosing DIY over working with collaborators for each step.
Imagine this course as a series of coffee chats with a friend.
I’m not here to position myself as an expert, but I want to share what I’ve learned in a peer to peer exchange.
We’ll be chatting about my experience in self publishing and I’ll break down why I made each decision I did along the way. I’ll even pull back the curtain and share the costs and profits of my first book to demystify the process.
What format is the course material?
Modules consist of short podcasts (no longer than 15 minutes).
All podcasts include transcription.
The total run time is just over 2.5 hours.
Each module includes a discussion thread in comments where you can ask questions and connect with your fellow course mates.
Every month we’ll have a community thread to check in, chat with creative kindreds, and share your work. (Yes, really! I’d love for us all to buy each other’s books so you’re invited to promo your projects here.)
What does the course cover?
This course walks through the steps of self publishing including:
Finding your why
Funding models
Choosing a book format
Editing
ISBNs & LCCNs
Printing
Pricing
Selling Platforms
Shipping
Ebook formatting
Audiobook production
Print book formatting
Copyright pages
Marketing as an offer
Choosing a book launch muse
Preorders & crowdfunding
Sharing the process
Expanding your reach
ARCs (advance reader copies) & influencer marketing
Book Tours & Launch Parties
Processing rejection
Book Festivals
Keywords & SEO
And… Crowdfunding 101.
This mini course is a complement to Self Pub 101.
It breaks down every step of crowdfunding. I share my years of experience starting with a failed Kickstarter to successfully crowdfunded three books and what I learned along the way.
This particular course may be of interest for crowdfunding any type of creative project.
Why do we write?
I cannot guarantee “commercial success.”
Very few authors make a living from writing alone. Even traditionally published authors are often multi-hypenates. If you have financial goals there are better and easier ways to meet them.
But, there are so many reasons to write books!
One of the most powerful reasons to write a book is for connection. A book can share your story, educate, entertain, or serve a community.
Even if your book never made a profit there are many benefits to becoming an author.
Writing a book can establish your expertise and allowing readers to go deeper than a social media or blog post. It can also become a marketing tool and create opportunities to talk about the passions and driving force behind your words.
Every author will have their own preferences when it comes to selling.
This course frames marketing as “offering” your work to the audience you have.
If you’re looking for specific strategies to expand your audience or maximize sales you’ll need to look elsewhere. My own experience with selling is heart centered. I don’t try to convince people to buy from me. Instead I talk about what I’ve made and why. Then I trust that the people who resonate will buy.
Who is the instructor?
Hi, I’m Sarah Shotts.
I’m an autistic and nonbinary artist & author. I’ve been blogging, podcasting, and holding space for creative community for the last decade. I also have two degrees and teach university theatre courses part time.
I’ve fully crowdfunded 3 self published books in different genres:
Discover Your Creative Ecosystem (available in hardcover, PDF ebook, and audiobook)
My Creative Ecosystem: The Companion (hardcover workbook)
How It Feels to Me (coming 2025) a picture book collaboration with illustrator
With an anthology project launching in Spring of 2024…
I’ll continue to update course materials as my self publishing experience expands.
Curious about how I did it?
Want to get an idea of my style and see my crowdfunding campaigns in action? Watch these videos or tap through to see the full campaign pages on Indiegogo.
Discover Your Creative Ecosystem Indiegogo Campaign
How it Feels to Me Indiegogo Campaign
Ready to start your self publishing journey?
Start here.
The number of email subscribers who make a purchase is called a conversion rate. A “good” conversation rate is typically 2-3%. My Indiegogo had 27 backers which was 21.6% of my mailing list at the time. Those 27 backers preordered a total of 36 books. Those preorders meant I started my self publishing journey by breaking even and every purchase since has been profit.
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