Taking the Shame Out of Self-Publishing
By Cindy La Ferle

Joining my professional writers' group last year, a new writer asked how many in our membership had published their own books. Did most of us believe that self-publishing had a "stigma"? And did readers still consider it vain or immodest?

Good questions, all. Membership in our statewide organization is contingent upon professional credentials – and self-published material doesn't qualify. The new writer had a terrific portfolio of national clips, but had been toying with the idea of self-publishing his novel. He was weary of rejection; tired of "playing the agent game." At the same time, he wanted creative freedom to package his book as he saw fit. But he didn't want to appear desperate. Nobody wants to appear desperate.

Those of us who do self-publish are initially reluctant to broadcast the fact. To some writers, announcing that you've self-published a book feels as awkward as admitting you like to drink and dance alone. While we cherish our right to self-publish – and marvel at all the new options available -- we usually proceed with discretion and, sometimes, embarrassment. Which is too bad, really, when I consider how many splendid opportunities I would have missed had I not self-published two of my own books.

Regardless, when I was in the early stages of production, I was often advised to be sure my books didn't look self-published. I was given several handy tips on how to appear as if I were running with the big dogs -- not selling books out of my garage.

While I was visiting several art fairs this summer, it occurred to me that artists don't share this problem. The painters, potters, weavers, sculptors, photographers, and metalsmiths lining the fair in colorful booths were proud to show off their work, and clearly enjoyed promoting their wares to the public. Some brought their kids to help wrap packages, yet they always shook hands with their prospective buyers and chatted freely about their work. There was no shame or stigma attached to being part of the entire process, from creating a work of art to marketing it directly to customers. I admired their sense of creative community. And I wondered: Why must writing be different? Why is it perfectly honorable to sell your own paintings -- but not as respectable to write and sell your own books?

As it turns out, quite a few writers in my professional circle have self-published mystery novels, science fiction, poetry, self-help manuals, and essay collections. Some of these ventures were financially successful. Others, not so much. A lot depended, of course, on marketing and promotion efforts, as well as on the quality of the writing. But few of these self-publishers said they ever regretted the decision to self-publish.

In fact, all of us learned a great deal more about the publishing business because we had to educate ourselves on every aspect, from selecting a typeface to building a platform.  We learned the value of judging books by their covers; the feel of top-quality stock; the challenge of finding reviewers for our work. We felt the cool satisfaction of a job well done when we managed to snare a book signing event or speaking engagement.

Slowly but surely, self-publishing is gaining more respect. Many POD companies promote the fact that quite a few literary authors, including Virginia Woolf, were self-published. Reassuring tidbits like that go a long way toward boosting a self-published author's self-esteem. But admittedly, the stigma still persists.

Even friends and relatives who don't follow publishing trends will ask me "who published" my newest collection of columns and essays. When I look them in the eye and tell them I did it myself, I sense they're a bit leery or disappointed -- even though all of the essays in my book were previously published in well-respected daily newspapers and national magazines.

All said and done, my job is to win the respect of my readers and booksellers. I just have to work a bit harder to earn my credibility. I can't get lazy with my promotional materials, or forget to follow up with newspaper editors and reviewers. I have to keep updating my own marketing campaign. And most of all, I must never stop believing in my own book.

The good news is that a couple of traditional publishers recently took notice of my efforts. My self-published book has opened a few professional doors -- or at least helped me wedge a toe inside. That alone made the project worth the work and the expense.

"A person who publishes a book appears willfully in public with his pants down," wrote Edna St. Vincent Millay. And anyone who self-publishes a book deserves an even bigger round of applause for putting himself out there.
                                              
Cindy La Ferle is a nationally published journalist whose essays have appeared in the Christian Science Monitor, Reader's Digest, Literary Mama, Mary Engelbreit's Home Companion, Catholic Digest, Better Homes & Gardens publications, and many others. Her self-published essay collection, Writing Home, won four awards for creative non-fiction. Visit Cindy's Home Office and Blog: www.laferle.com.