Given the recent evolution of book publishing, many writers are taking control of their work by self-publishing their books. This trend towards independent publishing has led to a boom in printing and book fulfillment services, providing authors with options to manage their projects more effectively. While print-on-demand services are a popular choice, they often place authors within a large company structure, making them cogs in the wheel of content creation. It contrasts with the experience of becoming a full-fledged author, complete with physical books, ISBNs, and the rights and responsibilities.
One significant downside to print-on-demand services is the lack of direct access to your customers and their information. It can limit marketing efforts, as you’re unable to reach out to your audience directly. Additionally, you often don’t have the freedom to set your book’s price, leaving you at the mercy of the print-on-demand company’s pricing practices. Consequently, if your book becomes a bestseller, your profits are lower than if you had used an independent printing and fulfillment service. The question of merchandise also arises; if you sell more than your book, you’ll increase your income.
Today, many authors have established e-commerce platforms to sell both books and merchandise. With the right fulfillment partner and online sales channels, creating an effective sales strategy is easier than ever. Additionally, working with a traditional printer enables you to supply brick-and-mortar stores, as they can ship directly to retailers and collaborate with distributors. While chain and independent bookstores may come to mind, distributors often have insights into alternative sales opportunities, and leveraging these can be profitable. A sales plan might also include local independent bookstores.
When deciding how to print your book, it’s essential to consider your target audience and benchmark others in your genre. For instance, if your book includes a lot of images, using coated paper can ensure that photos come out looking vibrant. A photo-heavy book might also benefit from a larger “coffee table” format. Additionally, cookbook authors or those publishing manuals may find that spiral bindings are the best option for their needs. These are all options that a full-service printer can provide, which you might miss out on with print-on-demand. Ultimately, understanding your readers’ preferences is key to success.
