On first glance, self-publishing a book can seem like the best way to get a book into print. And sometimes, it is. But in the publishing industry, it’s always important to look before you leap. And so we’ve devised a series of questions that authors should ask themselves before taking the plunge into self-publishing.

Self-Publishing Your Book: Are You Ready?

Question 1: Do I believe my book is suitable for traditional, advance/royalty-paying publication?

If you’ve studied the market and assessed your competition (as opposed to just having a vague idea about it) and you believe that your book has a chance at finding a home with a traditional publisher, then you may want to hold off on self-publishing. Rule out the traditional route first. Keep reading to learn why.

Question 2: Have I made a good effort to get an agent/book deal?

Some writers will send six query letters to literary agents, then decide they’re hopeless. Others will send a dozen. At Writer’s Relief, we recommend authors try between 75 and 100 markets before reassessing their situation. (More than once, we’ve seen that 99th query letter get results.)

If your book has a chance at making the big leagues, we recommend you try that first, before exploring self-publishing. It can sometimes (but not always) be difficult to transition from self-publishing to traditional publishing.

Question 3: Do I have the right attitude to self-publish?  

If the idea of self-publishing your book is exciting to you, then proceed. You’ll need lots of good energy and motivation to give your self-published book the launch it needs.

If the thought of self-publishing leaves you feeling disappointed, you might want to do some soul-searching before you fork over your funds. Maybe an intense round of revision, networking with people in the biz (at conferences and other events), and an increased focus on craft might be a more joyful way of reaching your publishing goals. Every writer makes his/her own path toward a personal idea of success.

The trick is to follow your heart. If the idea of self-publishing sends a little tingle of optimism up your spine, it’s a good sign you’re heading in the right direction.

Question 4: Do I know what to expect from the self-publishing process?

Many people self-publish with dreams of hitting it big. We’ve all heard stories about self-published books by no-name writers that shook up the best-seller lists (Amanda Hocking, anyone?). But the chances of that happening are about the same as hitting the lottery or being struck by lightning (for the most part). For every one self-published book that you actually hear about via national media coverage, there are tens of thousands that you don’t.

Self-publishing companies report varying numbers, but we’ve heard the average number of self-published books an author might sell is a few hundred, at most. That said, some self-published books will sell into the thousands. It all depends on the strength of the author’s platform and personal networks. It also, of course, depends on the strength of the book.

Question 5: Do I have an appropriate book marketing plan?

Making your book available on the Barnes & Noble website won’t make you a star. How will anyone know it’s there?

Self-publishing goes hand in hand with self-promotion. And that means: blogging, tweeting, Facebooking, book-touring, meeting people, giving stuff away as promotion, advertising, etc. If you’re a go-getter with a clear vision, your advertising dollars might convert into sales.

If you’re not really into self-promotion, that’s entirely okay. There’s nothing “wrong” with selling your book on a few websites and leaving it to chance. Just be emotionally prepared: Expect the worst but hope for the best.

Question 6: Do I have a good support system?

Your self-publisher’s primary job is to design and print your book—and that’s pretty much it (depending on what kind of package you buy). If you have a question about how to land a speaking gig at a library or whom to turn to for Twitter advice, it’s not your publisher’s responsibility to answer.

Few professional book authors go it alone. They have a team of people to help answer questions, make decisions, and offer encouragement. As a self-published writer, it’s a good idea to join a network of people who are trying to do the same thing you’re doing. Ask your family and friends for help. Join an organization of writers. Hop on a forum. Swap ideas. Find out the best places to advertise, the best places to avoid. Enthusiasm is contagious. You’ll learn lots and have fun.

Question 7: Do I have a plan that matches my budget?

There are two big up-front costs to self-publishing:

1. The cost of paying the company that will create your book.
2. The cost of advertising, marketing, and publicity.

Ask a lot of questions when you sign with a self-publishing company. Some will seem to be very cheap when a writer signs up, but then authors will pay nearly full price for their actual books (and/or will be required to purchase a certain number of books), leaving no room for the author’s mark-up (and no room for profit). Some self-publishing services will cost a bit more up front, but then will have lower printing costs (so that authors make more money per sale).

After your book is ready, it’s time to promote. Having a big budget for promotion can certainly help get the word out about your book. Some authors “pay” for promotion with their time spent on free social media sites. Getting out there and promoting should be a big part of your plan if you’re hoping to make some strong sales.

But remember, all the money or promo in the world won’t be able to create a best seller if the book itself does not capture the public’s attention in some way. Word of mouth is a very powerful form of promotion—if not THE most powerful form. But it’s also the element that writers have very little control over. There’s just no telling what will (and will not) catch on.

If your book does well, there’s a chance you’ll recover your investment or even make a profit. Self-publishing can be very rewarding for your wallet and your soul.

QUESTION: What self-test questions have we missed? What do you recommend writers ask themselves before self-publishing?