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A step by step guide to publishing your own novel, picture book, memoir, journal, or nonfiction book.

Announcing Self Publishing 101 💫

From the moment I launched my first book I’ve had questions about self publishing. This course is my effort to contextualize what I’ve learned to help others along the way.

I’ve been working on the material for this course for over a year, but I see it as a living organism. I’m always finding new information to add and I’m sure I’ll continue to do so. I’ve decided to hit “publish” today and keep adding as I gain more experience.

You can listen to the welcome podcast above as a little teaser!

I originally created this 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 $3 a month via Patreon or become a paying subscriber here on Substack. Paid supporters get snail mail letters from me (in your actual real life mailbox) once a month.

The Compost Heap is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

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Who is this course for?

This is a course for a writer who wants to learn about the nuts and bolts of self publishing.

I’m not an expert in self publishing as a whole.

But I do have experience self publishing as an indie author, and I have a lot to share.

To date I have fully funded two self published books (three if you count the workbook) with an anthology on the horizon for later this year.

If we haven’t met, I’m Sarah Shotts, autistic artist and author of:

Discover Your Creative Ecosystem

My Creative Ecosystem: The Companion (workbook)

and How It Feels to Me (coming 2025).

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I launched my first book with 125 email subscribers1

You don’t need a massive audience to start sharing your words and sending ripples out into the world.

I’m here to help indie authors who want to get their book into hands. Especially marginalized or neurodivergent writers who may struggle with traditional publishing.

There is no “right” way to self publish.

I believe everyone has their own unique creative ecosystem.

This means there is no right way to self publish a book.

My goal is to present your options for each step of the way and help you make the decision that is right for you.

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This course is NOT…

The course is NOT about writing and does NOT cover how to write your book.

This is an entry level course. That means I will introduce each step of the self publishing journey.

It is not within the scope of this course to teach in depth processes.

Book editing, cover design, ebook formatting, audio book recording, etc. are advanced techniques which may require additional training or hiring a professional.

What we will do is break down the pros and cons of choosing DIY over working with collaborators for each step.

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Imagine this course as a series of coffee chats with a friend.

I’m not here to position myself as an expert, but I want to share what I’ve learned in a peer to peer exchange.

We’ll be chatting about my experience in self publishing and I’ll break down why I made each decision I did along the way. I’ll even pull back the curtain and share the costs and profits of my first book to demystify the process.

What format is the course material?

Modules consist of short podcasts (no longer than 15 minutes).

All podcasts include transcription.

The total run time is just over 2.5 hours.

Each module includes a discussion thread in comments where you can ask questions and connect with your fellow course mates.

Every month we’ll have a community thread to check in, chat with creative kindreds, and share your work. (Yes, really! I’d love for us all to buy each other’s books so you’re invited to promo your projects here.)

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What does the course cover?

This course walks through the steps of self publishing including:

• Finding your why

• Funding models

• Choosing a book format

• Editing

• ISBNs & LCCNs

• Printing

• Pricing

• Selling Platforms

• Shipping

• Ebook formatting

• Audiobook production

• Print book formatting

• Copyright pages

• Marketing as an offer

• Choosing a book launch muse

• Preorders & crowdfunding

• Sharing the process

• Expanding your reach

• ARCs (advance reader copies) & influencer marketing

• Book Tours & Launch Parties

• Processing rejection

• Book Festivals

• Keywords & SEO

And… Crowdfunding 101.

This mini course is a complement to Self Pub 101.

It breaks down every step of crowdfunding. I share my years of experience starting with a failed Kickstarter to successfully crowdfunded three books and what I learned along the way.

This particular course may be of interest for crowdfunding any type of creative project.

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Why do we write?

I cannot guarantee “commercial success.”

Very few authors make a living from writing alone. Even traditionally published authors are often multi-hypenates. If you have financial goals there are better and easier ways to meet them.

But, there are so many reasons to write books!

One of the most powerful reasons to write a book is for connection. A book can share your story, educate, entertain, or serve a community.

Even if your book never made a profit there are many benefits to becoming an author.

Writing a book can establish your expertise and allowing readers to go deeper than a social media or blog post. It can also become a marketing tool and create opportunities to talk about the passions and driving force behind your words.

Every author will have their own preferences when it comes to selling.

This course frames marketing as “offering” your work to the audience you have.

If you’re looking for specific strategies to expand your audience or maximize sales you’ll need to look elsewhere. My own experience with selling is heart centered. I don’t try to convince people to buy from me. Instead I talk about what I’ve made and why. Then I trust that the people who resonate will buy.

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Who is the instructor?

Hi, I’m Sarah Shotts.

I’m an autistic and nonbinary artist & author. I’ve been blogging, podcasting, and holding space for creative community for the last decade. I also have two degrees and teach university theatre courses part time.

I’ve fully crowdfunded 3 self published books in different genres:

Discover Your Creative Ecosystem (available in hardcover, PDF ebook, and audiobook)

My Creative Ecosystem: The Companion (hardcover workbook)

How It Feels to Me (coming 2025) a picture book collaboration with illustrator

With an anthology project launching in Spring of 2024…

I’ll continue to update course materials as my self publishing experience expands.

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Curious about how I did it?

Want to get an idea of my style and see my crowdfunding campaigns in action? Watch these videos or tap through to see the full campaign pages on Indiegogo.

Discover Your Creative Ecosystem Indiegogo Campaign

How it Feels to Me Indiegogo Campaign

Ready to start your self publishing journey?

Start here.

1

The number of email subscribers who make a purchase is called a conversion rate. A “good” conversation rate is typically 2-3%. My Indiegogo had 27 backers which was 21.6% of my mailing list at the time. Those 27 backers preordered a total of 36 books. Those preorders meant I started my self publishing journey by breaking even and every purchase since has been profit.

January 14, 2024

Welcome to Self Publishing 101

Welcome to Self Pub 101

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

I originally created this 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 $3 a month via Patreon or become a paying subscriber here on Substack. Paid supporters get snail mail letters from me (in your actual real life mailbox) once a month.

Books, Podcasts & Videos

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.

Videos

Daniel Greene Self Publishing Playlist (Fantasy Novelist & YouTuber)

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

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.

On Substack

How to sell a book on Substack

There’s nothing that drives book sales like email. It’s a direct line of connection to your most passionate supporters, and, for many authors, Substack is the most efficient and powerful way to promote their upcoming and published books. Melinda Wenner Moyer…

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2 years ago · 606 likes · 153 comments

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.

Before and After the Book Deal

Blurb writing etiquette

When I was first put on the hunt for “blurbs” in 2013 in preparation for the launch of my first novel, my husband, who is French—and thus is accustomed to books that bear only the title, author name, and publisher on their covers (not even an illustration or a photo!)—was like, “What the hell is a blurb?” It was rather embarrassing to explain. “It’s like, proof from other people, famous people, that readers will like my book?” I offered. “But why don’t they just decide that for themselves…

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2 years ago · 26 likes · 41 comments · Courtney Maum

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.

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.

Welcome to Crowdfunding 101

Welcome to Crowdfunding 101

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

Please remember this course is for personal use only.

Do not reproduce.

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

Course Content

Each module includes a short podcast. There’s also a podcast.

Some modules include journal prompts for reflection.

Others include further reading suggestions or links to resources.

Below each post is a discussion thread for questions and discussion.

You’re invited to share your own resources as well.

Each quarter there will be a creative check in. You’re invited to share your creative process and ask questions there as well.

I’d love this to become a space for community and creative exchange.

And a pivot from should to must.

Stepping softly in 2024.

Sitting on the couch with my laptop while Davy plays LEGO. (This is seriously a whole new level!) We haven’t taken down our Christmas tree yet and I’m still hoping to make gingerbread ornaments this week.

But we’re inching toward “normal.” I’m putting together my university courses for the spring semester, sending out messages about the Entwined anthology, and printing a planner that will fit into my locally made traveler’s notebook.

Well, I’ve jinxed myself mentioning the LEGO. My kid is now climbing all over me like a jungle gym, but let’s persevere.

I should probably also celebrate reaching 500 subscribers, which is supposed to be a tipping point. I’m told growth is easier and to be honest I’m a bit trepidatious about that.

Growth for growth’s sake is not a goal for me, but so long as the numbers represent kind humans who are engaged with the work I’m doing I’m happy that you’re here.

https://instagram.com/p/C0R6VO3Lxfo/

Pivoting from Should to Must

It’s pretty ironic that my first post was about intentional inconsistency and yet I’ve spent my entire time on Substack trying to create a consistent publishing schedule because I “should.”

I also know my own people tend to be a bit overwhelmed and overcommitted and so I keep adjusting the frequency (weekly, monthly, fortnightly) trying to get it “right.”1

But every time I try to slow down I have too much to share. So instead of being driven by time, which is not real, I’m going to try something new. Posting when I have something I must share. And embracing the fact that frequency will vary. I have a lot queued up for January, but after this month I’m hoping to slow down a bit.

(Editing Note: It’s now almost 2pm. Even this simple post, which I hoped to finish before lunch, has taken hours somehow. I can’t turn off my autistic attention to detail so I have to accept that whatever I choose to do I’m going to sink a lot of time and energy into. What I’d like to find this year is a way to show up here, but not spend hours and hours on Substack content every week. I’d like to allocate some of this focused energy toward other projects like writing a novel.)

Your Favorite Posts from 2023

I took some time this morning to look back at the work I’ve shared here over the last year and what you loved the most.2 I always love these recap posts from because I alwasy find something I missed. I’ve split them up into a few categories starting with…

Most Comments

I see comments as the biggest marker of “success” for a post. I’m not here for business really – even if I have a few paid offerings – I’m here for connection. And comments are where I can hear from you. This post “went viral” for me, but I value the conversations we had more than the eyeballs.

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Most Comments (Runner Up)

You also showed up in force to support me in the comments of my coming out post. I noticed a few people disappeared after this, but the love outweighed the silence.

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Kindle Curiosity is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

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Most Views

Apparently controversy gets clicks. This post had over 1k views and would have had loads of comments I’m sure if I hadn’t turned them off. More clicks also resulted in the most new subscribers.

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Most Views (Runner Up)

It seems the second best way to get engagement is to host a collaborative project. The open call for my Entwined anthology was my second biggest Substack post and my highest on Instagram.

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Your Favorite Podcast

I don’t seem to have the bandwidth to podcast regularly, but I’m so glad and I carved out time to chat last year.

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My Favorite Posts

I thought I’d also include some of my favorite posts that flew under the radar this year.

For example, this follow up to “going viral” about artistic style and how that varies from branding.

If you subscribed to me after my HSP post you might be interested to listen to this podcast episode about sensory differences. Podcasting is a bit like shouting into the void so if you enjoyed this (or any other podcast episode) I’d love to know.

This year I stopped posting writing behind a paywall. (I have new plans of the paid tier that I’ll be announcing later this month.) Here’s a post I originally wrote for paid subscribers that is now completely unlocked. Hop in my TARDIS and come for a trip through for a decade of writing and sharing online.

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Now, I’d love to hear from you!

What are you excited about making or doing in the new year?

Cheers,

1

If you’re curious about my Choose Your Adventure format it was a big flop! I spent hours writing 3 separate posts and most people didn’t click through to anything. Of the three posts I wrote only one got any real engagement. My takeaway is that this format is fine for a round up or some bonus content, but if I really want people to read something it needs to be in the body of the main post.

2

I scrolled through Substack stats and typed everything into a spreadsheet, but I’ve signed up for Google Analytics to make this easier next year. (If you want to know the stats for your Substack without doing the gruntwork here’s how to set that up.)

January 3, 2024

Should you need them. 🐇

I hope you’re having a cozy week. 🥰

I’m on winter break1, but I’ve been collecting rabbit holes you might enjoy tumbling down in the gap before New Years. 🐇

I’ll be back in January to launch my self publishing course and to announce the open call for .

Down the Rabbit Hole is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

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Bits and bobs I’d like to recommend this month.

Muse

Always love ’s posts, but this one is a particular favorite.

https://instagram.com/p/C0rLnsGL-z3/

Listen

I resonate with what so much says to in this chat. Especially the bit about needing freedom of flexibility and also crafting an offering at a price that is sustainable for the energy you are putting in. This really solidified my intentions for Substack in 2024. Watch this space.

Sparkle on Substack

Substack Serendipity with Susannah Conway

“My Substack; The Unraveled Heart is not a standalone business. This is an extra piece of my entire ecosystem. My main job is teaching creative courses online. That’s my number one job. So my Substack at the moment is supporting that a little bit, but I almost want to nurture that as an integral piece of the ecosystem…

Listen now

a year ago · 14 likes · 5 comments · Claire Venus and Susannah Conway

If you’d rather read this one you can, but I loved the voice over version. 💫

Haver & Sparrow

Create imperfectly and share it anyway

This VoiceOver was recorded unedited in my home so there may be word jumbles, sounds of life or dogs, and, this week, a croaky throat. I hope you enjoy it whether it’s something you need or prefer – and thank you so much to those of you who have said you enjoy them…

Read more

a year ago · 206 likes · 103 comments · Charlene Storey

Read

I’ve been reading two books this month I’m really enjoying.

Someday, Someday Maybe by Lauren Graham is about an actress in NYC. It’s quite a genre shift from my usual Fantasy, but was a nice light read and I really enjoyed it. The main character is so much like Lorelai from Gilmore Girls I could hear Lauren’s voice coming through (almost literally.)

I’ve been reading a hardcover copy of The Christmasaurus whilst listening to the audiobook with Davy (and making some nerdy observations about language changes between the UK audiobook and US print edition.)

Play

We’ve been playing classics (like UNO!) and video games over holiday break.

A new holiday season means a new festival in Cozy Grove (iOS & Nintendo Switch). If I haven’t convinced you to play yet maybe these snow folk from winter festival will.

We’ve also been playing Disney Dreamlight Valley (it’s basically a farming / crafting game full of Disney characters who need your help).

And we picked up a new Starter Set to introduce Davy to Dungeons & Dragons. 🐉

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Here’s what I was sharing this time last year…

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That’s it for now. See you in the New Year.

Cheers,

Down the Rabbit Hole is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

1

Letter from Father Christmas via Polar Post

December 26, 2023

After the Campaign

Huzzah! You did it!

Celebrate your efforts (whatever the result of your campaign).

Thank your backers and launch team for their support and send out an email to let them know what’s next.

Then rest! You deserve it.

Let’s discuss.

Share your reflections or questions about this part of the process below.

Energy In, Energy Out

Free Printable

Here’s a free journaling printable for tracking your energy in (rooting) and energy out (reaching.)

Reach Root Printable

1.46MB ∙ PDF file

Download

Download

Let’s discuss.

Share your reflections or questions about this part of the process below.

Managing Energy Levels

Journal Prompts

• How can I support my energetic capacity during the campaign?

• What days would I like to take off to recharge?

• How can I ask for support from my community, family, and friends?

Let’s discuss.

Share your reflections or questions about this part of the process below.

Optimizing Your Posts

Update Your Profile

• Add link to your campaign

• Call to action (“Check out my Kickstarter!” or “Preorder my book!”)

• Update your link tree or landing page

Comment to DM

Something I’ve discovered recently is Comment to DM. It’s a service that will automatically DM a message if someone comments on your post or comments a specific phrase. You might say,

“Leave your favorite emoji in comments if you want me the campaign URL via DM.”

Or you can specify a specific phrase that triggers the DM. I’ve seen a few people using this and it may help people who get lost trying to find the link in the bio. The service I’ve seen is called Many Chat. They also offer other automation features.

Here’s an in depth post about how it works.

It looks like there is a free tier and it’s paid after 1000 user interactions (as of December 2023).

Let’s discuss.

Share your reflections or questions about this part of the process below.