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  • Self Pub 101 Bonus (Personal Reflection)

    The timeline of my process self publishing Discover Your Creative Ecosystem.

    2019 or “The Before Times”

    When I am writing a rough draft I absolutely do not make any corrections. This includes spelling, grammar, or rewrites of any kind. As Miss Frizzle would say, “Take chances, make mistakes, GET MESSY!”

    I take this approach as a person who can spend hours rewriting a single email. If I let myself start editing I’ll never finish a draft.

    So in 2019 I started making notes and doing research for the book I wished I had to read. Davy was less than a year old and I was struggling to connect with Julia Cameron’s The Artist’s Way which felt absolutely inaccessible to me at the time. (I love Julia Cameron, but it did not work for me during my postpartum life.)

    This was a book about creativity and motherhood and I was trying to make space for all of the varied human experiences within parenting.

    I wrote a chapter about “creative ecosystems” that kept getting longer and longer.

    At some point I realized this was its own “thing” but I wasn’t sure what that “thing” was. I pulled it out of my creative motherhood draft and set it to the side.

    Then the pandemic happened.

    2020 or “The Long Break”

    When new motherhood collided with the pandemic I collapsed.

    During the early adrenaline infused weeks I pushed out a single draft of the creative motherhood book. At this point we all thought the situation was somehow “temporary”, but when it didn’t let up I hit overwhelm pretty quickly.

    I had almost a whole year between drafts. The time away from writing actually did more to inform the book that follows than any amount of “bum on seat hands on keyboard” ever could.

    I learned that time and space between drafts is actually essential to my creative ecosystem and makes my writing better. I’ve found this to be true for both nonfiction books and novels that I am drafting.

    There are two benefits to time between drafts:

    1. Actual life experience you can bring to the book.

    2. Time for your subconscious to unravel some of the book’s problems.

    3. Distance from the material.

    Coming back to a draft I found that the person I had become had new things to add to the book.

    I find that the time I’ve spent thinking about my book or the themes of my book adds more depth to the writing. And that time away from my writing gives me the space I need to make ruthless edits. I feel less precious about it and also have more clarity on what I want to say.

    March to June of 2021

    When I came back to my draft I thought I could adapt it into a group coaching program. I asked a friend if they were interested in being a beta reader for a virtual creative retreat. I edited and emailed one chapter a week believing I was creating a group coaching program.

    (Full transparency: I definitely missed several weeks in there because we were sick most of the time my son was enrolled in school. For school giveth time and school taketh time away. My beta reader was understanding and encouraging and I kept at it.)

    I knew by now I wanted to write a book about creative ecosystems, but thought it should be longer and more complex than what I was working on.

    September to November of 2021

    I made some further edits and ran a Creative Ecosystem group coaching program in autumn of 2021. Hearing feedback from the creative kindreds in the group really helped me see the value in what I’d already written and realize that the simplicity was actually a strength.

    Setting aside the idea of writing a 100,000 word thesis on creative ecosystems I decided to restructure the weekly emails as a book and self publish.

    I downloaded a 6×9” book template and started formatting the book as I redrafted. I adjusted the language with a book reader in mind, but tried to keep the conversational tone I had established in the email versions. I also added additional images and prompts.

    January 2022

    I ordered the first proof for Discover Your Creative Ecosystem in January of 2022. This began the lengthy process of formatting and copy edits which took most of the year. There was quite a delay between ordering proofs and receiving them. And again, we were sick for much of the spring semester.

    February 2022

    My original plan was to create a printable workbook as a newsletter magnet that I would mention throughout the book. But I got carried away designing the workbook with full color illustrations and it turned out to be more than the average home computer could handle. So I decided to order a paperback copy and see how it turned out.

    March 2022

    I wasn’t happy with the paperback proof of the workbook so I added some pages and ordered a proof in hardcover. I was much happier with the quality and decided to offer it as a bundle.

    April 2022

    I recorded the audiobook. I did this before finalizing the final proof based on Austin Kleon’s suggestion that you always find mistakes when recording the audiobook. And I did.

    When the penultimate proof came in I did a photoshoot and launched Indiegogo preorders. I wanted to complete the crowdfunding campaign before people went out of town for their summer vacations.

    By this point I had a draft I was mostly happy with, but also a list of changes I wanted to make to tweak images and formatting.

    October 2022

    A lot happened in October. My final proof arrived and I made one last round of edits. I decided against one further proof copy (even though my heart wanted one) because I really wanted to get my books out before the holiday shipping rush.

    So I ordered my books and received them just before Halloween.

    November 2022

    When the books arrived I scouted out an autumnal spot to photograph them and to sign all of the preorders. The ground was carpeted in red maple leaves so I tucked one into each book. I took some photos and videos for Instagram.

    I took my time packaging up the books so I could personalize the library pockets and wrap them each with tissue. It took several different sessions while someone else was watching Davy to get this done.

    Finally they all went out in the mail! Once the books started hitting doorsteps I sent out the PDF ebook. I wanted people who preordered physical books to have a chance to hold that in their hands first.

    December 2022

    Two weeks into December I finally had the two days it took to finish editing the audiobook and set up all of the meta data correctly.

    I sent that out today and sat down to turn my self publishing experience into creative compost. So writing the “rough rough draft” of whatever this project will be while Davy builds DUPLO blocks at my feet. (I can’t believe he is letting me work on my laptop. This changes everything!)

    So that’s it!

    Around three years from start to finish with a one year pandemic gap. The self publishing part of the process itself took about one year. I’d originally hoped to get the books out sooner, but would definitely allow myself more time in the future.

    This isn’t a template to follow. I’m just pulling back the curtain on what exactly I did and how long this process took for me.

    Read more: Self Pub 101 Bonus (Personal Reflection)
  • Self Publishing 101

    Welcome to Self Pub 101

    You’ll find all of the course content and resources linked below.

    I originally created this course 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 $5 a month. Paid supporters get snail mail zines from me (in your actual real life mailbox) once a month.


    Please remember this course is for personal use only.

    Do not screenshot, share, or cite without asking my permission.

    Thanks for respecting the time and energy it has taken to create this resource.


    Transcripts

    Each module includes a short podcast.

    If you need transcripts download them below.


    Part One (Making the Book)

    This first half of the course will take you from the reflective space after writing a book through the publishing process for physical books, ebooks, and audiobooks.

    Each module will have a short podcast. You can listen or tap transcript to read. I’ll also include a short summary with some reflection prompts and links to any resources I might have mentioned in the module.


    Part Two (Selling the Book)

    This module will cover the process of selling your book and telling people that it exists.

    https://sarahshotts.com/2025/03/self-pub-101-preorders

    Part 3 (Crowdfunding)

    Here’s a separate course for crowdfunding any creative project.


    Guest Speakers

    This section includes modules by guest speakers sharing their own expertise and experience in the realm of book publishing.

    Please reach out if you’d like to contribute a video or podcast.

    Author Spotlights


    Bonus Material

    I’ll keep this page updated with resources you may find useful.

    Read more: Self Publishing 101
  • Self Pub 101 (Additional Resources)

    I’m always reading and listening to content about publishing – both indie and traditional. I’ll keep this page updated with resources you might find helpful as you find your own way within the publishing landscape.


    Books About Publishing

    These books are from hybrid authors who have worked inside and outside traditional publishing and I find that perspective very insightful. Both pull back the curtain to how it all works.

    Before and After the Book Deal: A Writer’s Guide to Finishing, Publishing, Promoting, and Surviving Your First Book by Courtney Maum

    The title alone is a master class in SEO! From an author who has both self published and been traditionally published.

    So You Want to Publish a Book? by Anne Trubek

    From an independent publisher who is also a traditionally published author.

    I don’t agree with everything Trubek writes – specifically her views about which books are “worth” being published (it’s a capitalist lens) so if you’re feeling imposter syndrome maybe don’t dig into this one yet. But I learned a lot about the nuts and bolts of how publishing and bookshops work from this book.


    Editing Process

    The Art of Proofreading by Anne Trubek


    Self Publishing

    Here’s a collection of resources specific to self publishing.

    Podcasts

    Writing Excuses Season 18, Episode 40 How to Make Money from Your Hobby

    A masterclass in how Howard and Sandra Tayler turned a web comic into a self published book series.


    Cover & Book Design

    Book Design Resources by

    Nathaniel Roy

    The best book covers of 2023 are the ones you’ll never see (Fast Company)

    Butterick’s Practical Typography


    Diversifying Income Streams as a Writer

    Funding the Writing Life (Writing Excuses Season 18, Episode 53)

    Authors as multi-hyphenates (Writing Excuses Podcast Season 18, Episode 26)


    Marketing

    This post has some great ideas and examples of how to market your book right here on Substack.

    How to sell a book on Substack

    The following post has a paywall, but it’s a good resource if you want to know how blurbs work in the professional publishing world.

    Blurb writing etiquette by Courtney Maum

    Leonie Dawson Marketing without Social Media

    If you want more strategic support for marketing I’d highly recommend taking a course from Leonie Dawson.

    Her course 40 Days to a Finished Book (affiliate link) includes practical tips on how to become an Amazon Bestseller. And her Marketing without Social Media workshop (affiliate link) is full of creative ideas to market your work outside the algorithm. Leonie is an autistic and nonbinary multi passionate and has a very accessible and colorful teaching style. You can also join their Brilliant Bit & Life Academy to get access to both courses and everything else they has to offer.


    Hybrid Publishing

    Catherynne Valente has been traditionally published, self published through a wildly successful Kickstarter, and then that self pub book was picked up and traditionally published. She is a great example of how authors can move between worlds.

    Twenty Years Ago Today, My Life Began by Catherynne M. Valente

    It’s also worth listening to Catherynne Valente talk about her publishing journey on these podcasts. She wrote and published The Girl Who Circumnavigated Fairyland in a Ship of Her Own Making as a marketing material for another book. Because it won awards before it was traditionally published it was never edited. 🤯

    How Bestselling Fantasy & Sci-Fi Author Catherynne M. Valente Writes (The Writer Files May 16, 2017)

    Interview: Author Cat Valente! (Felicitations, April 19, 2022)


    Do you have any resources you’d like to share? Drop them in comments below.

    Read more: Self Pub 101 (Additional Resources)
  • We are all storytellers.

    There are endless ways to approach self publishing so I’ve started an author spotlight series to help indie authors connect and share stories.


    Part One

    Part Two


    Meet the Author

    B. S. H. Garcia is the author of the epic fantasy series, The Heart of Quinaria. A household manager by day, writer by night, she graduated with honors from The University of Colorado with a bachelor’s degree in English Writing. To get into character for her stories, she trudges through the woods in cosplay with a mead-filled drinking horn and has traveled from Oregon to New Zealand seeking inspiration. Visit her online at www.bshgarcia.com. There, you can get your hands on a FREE copy of The Heart of Quinaria prequel novelette, From the Ashes. All she asks for in exchange is your soul.

    You can also connect on Instagram & Twitter.

    Thieves of Shadows a silhouetted fantasy figure on a book cover

    This author spotlight is part of Self Publishing 101.

    You can find the rest of the course and resources for independent publishing below.

    Read more: We are all storytellers.
  • Self Pub 101 (SEO)

    Keywords are the new bookshelf.

    People discover books through web search instead of browsing bookstores now. To help your book’s discoverability you want to use keywords (the words people might use to search for a book like yours) is as many places as possible.

    Without sounding like a robot.

    Consider using keywords in:

    • Your title or subtitle (if appropriate)1
    • Your book description
    • Image names (rename your images with keywords)
    • Alt text (use alt text to describe the image for unsighted viewers – don’t cram with keywords, but use those that are appropriate)
    • Website
    • Social media posts
    • Hashtags

    Further Reading

    SEO for Authors

    Google SEO Starter Guide

    UCLA SEO Guide


    If you want more strategic support for SEO marketing I’d highly recommend taking a course from Leonie Dawson.

    Their course 40 Days to a Finished Book (affiliate link) includes practical tips on SEO focused on how to become an Amazon Bestseller. I also recommend their Marketing without Social Media workshop (affiliate link) is full of creative ideas to market your work outside the algorithm.

    Read more: Self Pub 101 (SEO)
  • Self Pub 101 (Book Signings)

    Considerations for your first book signing.


    Resources

    Venmo

    Square Up (for credit card payments)

    Brandon Sanderson on developing an author signature.

    John Green, How to Sign Your Name 150,000 Times.

    Read more: Self Pub 101 (Book Signings)
  • Self Pub 101 (Mental Health)

    There are a lot of feelings that come up with publishing a book. You’ll want to create a support system to work through them.


    I’ve heard several published authors recommend having a therapist on hand during and after your book launch.

    You can hear Cait Flander’s talk about this on Claire Venus’ podcast Sparkle on Substack. Cait also helpfully reflects on how you don’t have to say yes to every opportunity and how important it is to say “no” and protect your energies during launch.

    Listen here.

    Read more: Self Pub 101 (Mental Health)
  • Self Pub 101 (Events)

    Further Reading

    The book tour process for traditional publishing is outlined in depth in:

    Before and After the Book Deal: A Writer’s Guide to Finishing, Publishing, Promoting, and Surviving Your First Book by Courtney Maum

    Read more: Self Pub 101 (Events)
  • Self Pub 101 (ARCs, Blurbs & Reviews)

    Vocabulary

    ARC “arc” Advance Reader Copy

    Galley (historically something specific, but now often used interchangeably with ARC)

    Both ARCs & galleys are uncorrected proofs that are not in the final form factor the book will take. They are sent out to reviewers and should never be quoted or sold for profit.

    Printing physical ARCs can be a big investment. Consider going green and sending out ebooks or audiobooks when possible.


    Prepare for Reviewers

    You’ll want to make things easy for your reviewers by setting up a Goodreads and Storygraph page before sending our ARCs. This doesn’t mean you need to read reviews. But making your book’s page means potential reviewers will be able to find your book (and its cover) to review it. I have accounts on both, but I use Storygraph to track my personal reading. It’s vastly superior and also a black owned small business.

    Asking for Blurbs & Reviews

    Another reason to send out an ARC (pdf or print copy) is to ask your colleagues to write a quote or blurb. Or to leave a review on a platform like Amazon. It’s a good idea to do this before publication. You can even add blurbs to the book. Sometimes these are used on the cover and other times are included in the front of the book itself.

    Further Reading

    How to Create an ARC

    How to Get ARCs (a reader’s perspective)

    Nadia Odunayo on why she built The Storygraph

    Read more: Self Pub 101 (ARCs, Blurbs & Reviews)
  • Self Pub 101 (Expand Your Reach)

    Ways to Expand Your Reach

    • Podcasts
    • Newsletters
    • Blogs
    • Instagram Takeovers
    • YouTube Interviews
    • Book Festivals
    • Bookstore Signings
    • Zoom Events

    Start a Newsletter

    When you expand your reach you’ll want to point people somewhere. The best place is your own newsletter (even if you don’t send one out regularly you should start collecting emails.)

    The reason you want a newsletter is that you can reach people directly (versus relying on a third party app like Instagram or Twitter.) There are lots of options out there, but Substack has a lot of features, it’s free, and you’re already here.

    Newsletter Magnet or Freebie

    Something you give away to encourage people to opt in.

    • Free Chapter
    • Audiobook Sample
    • Short Story

    Additional Resources

    Author Platforms in 2024: What to Expect from Kathleen Schmidt

    Marketing for Weirdos from Bear Hebert

    Read more: Self Pub 101 (Expand Your Reach)