Successful self publishing is a lot more than just converting a MS Word document to PDF.

Respected Web designer Mark Boulton of the UK has a great post on why he chose to self publish his new Web design book rather than going with a traditional publisher.

He makes a very important point about self publishing:

Luckily, I’ve got a good team around me – a designer, a project manager, a proof-reader, and an editor to shape the book (that was particularly helpful early on).

You can’t do this on your own…if you want to have any chance of producing a book that anyone wants to buy and read. The part about having an editor is especially important. Of course, we also think that having a good book designer is particularly important, too. And that part about having a project manager? It should come as no surprise that most authors are not very good at managing projects and deadlines. Editing, project management, proofreading, and book design are all functions normally provided by a publisher (along with distribution & marketing). If you’re going to self publish successfully, then you have to take on those tasks. And you have to be willing to absorb the costs of those functions.

About the financial aspects, Mark says

the financial potential of just one PDF book far outweighs the traditional process (if you have an audience that is).

The key to that statement is the audience. I’ve been following Mark’s blog for a number of years and he always has good insights. He has established authority in his niche. A problem that many authors have is that they wait to establish their Web presence until after their book is published, or at least not until they have a book contract. It takes a long time and a lot of effort to build an audience online. Authors need to start on that long before they start writing that book, particularly in non-fiction.

Everybody knows by now that authors have to take responsibility for promoting their books. You can’t just leave that task to the publisher. Of course, every author wants people talking about their book. Many of our clients mention that they want a viral marketing campaign. A lot of blogs out there talk about Internet marketing but one of the sites I enjoy the most is Web Ink Now by David Meerman Scott.

David has several books and some great free e-books on the topics of PR and viral marketing. His latest book is World Wide Rave:

A World Wide Rave is when people around the world are talking about you, your company, and your products. Whether you’re located in San Francisco, Dubai, or Reykjavík, it’s when global communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. And it’s when tons of fans visit your Web site and your blog because they genuinely want to be there.

He’s come across a really great method for getting people on the Web to talk about his book. According to David, “Your challenge: Creating triggers that get millions of people to spread your ideas and share your stories.” ….and, so here’s me promoting the poster of David’s book in Buenos Aires.