Writing and Publishing

Remove Self From Self-Publishing: Assemble a Team

Self-publishing is a misnomer or at least successful self-publishing is. A better label might be team publishing. That is, when we self-publish, we must not do it all ourselves (though we can, we shouldn’t) but instead assemble a team, a self-publishing team.

Here are the players for our self-publishing team:

Author, the Self-Publishing Team Captain

The author (us) needs to write the best possible book: not a good one, not good enough, but the best. Then look for ways to make it better. We are the captain of our self-publishing team.

Beta Readers

Once the book is as good as it can be, tap others to preview it, but only ask those who will give honest feedback. People who won’t say what’s wrong, weak, or not working aren’t helpful and give a false sense of excellence.


Many people recommend three levels of editing or even four. I look for two and to avoid confusing industry labels, I use generic ones. First is macro-editing, which looks at the big picture: What should you add, delete, or move? Does the piece flow? How can it be improved? What writing idiosyncrasies do you need to correct?

Then, after addressing all the comments from the macro-editor, a different person needs to do the micro-editing, which addresses the details of the writing: proofreading, typos, word selection, grammar, and punctuation. Select experienced professionals for both these editors’ positions. Don’t go cheap by asking a friend who majored in English or someone who likes to read.

Cover Designer

Hire a cover designer to make an eye-catching, powerful cover. Potential buyers judge books by their cover, often in less than a second. We have one chance to catch their attention, so don’t skimp on making the most of this opportunity.

Interior Designer

The layout of the book must follow standard expectations. No one notices when a book is laid out according to industry conventions, but everyone can tell something’s wrong when it’s not. Pay someone to do this right.

Add these key players to build a successful self-publishing team. In addition, we need help with marketing, promotion, and distribution. It’s also important to engage fans as part of the book launch.

Taking a team approach to self-publishing greatly increases the chances of success.

Learn more about writing and publishing in Peter’s book: Successful Author FAQs: Discover the Art of Writing, the Business of Publishing, and the Joy of Wielding Words. Get your copy today.

Peter Lyle DeHaan is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book Successful Author FAQs for insider tips and insights.

By Peter Lyle DeHaan

Author Peter Lyle DeHaan, PhD, publishes books about business, customer service, the call center industry, and business and writing.