Self publishers really need to pay for some professional services.
Self publishing has developed the reputation for being a cheap way to get published. In a sense this is true, as publishing an ebook on Kindle costs nothing at all, and there are ample promotional opportunities to be found on social media to plug ebooks to death.
Even a cover can be created for free by using sites such as Morguefile for free images, and then popping a title and author name on top in Word. Proofreading can be managed by finding a friend, and with a lot of luck, perhaps a friend who has a clue about editing.
This is all well and good, but the problem is that there are so many self published authors now that it is very difficult to stand out in the crowd. Kindle is inundated with ebooks, while social media is wall to wall with book plugging posts and messages, which are usually mostly circulating within the crowd of other hopeful authors because authors have the habit of following other authors.
Then there is the issue of product quality. It goes without saying that the quality of many ebooks is poor, but often this is only because they were prepared on the cheap, or for nothing.
With that said, self publishing is definitely here to stay, and no amount of ‘bagging‘ self published ebooks will change that fact. Self publishing will continue to deliver ebooks covering the whole spectrum of quality, and in vast numbers every year.
Self publishing is a business, so treat it like one.
However, this is in fact a great opportunity for smart authors, who realise that self publishing is not at all about being free or cheap. Those authors who change their mindset and start thinking about how to exploit a business opportunity will understand that with some market research, business planning and a little investment, self publishing has the potential to be turned into a viable business, as the ebook buying market is absolutely massive now and growing. Sure, publishing has always been a business model based on gambling on the success of a title or two, but it has worked for a very long time.
To succeed at self publishing, an author is going to need titles, and the more the better, as only a handful will probably succeed. So writing will be the number one priority to create a lot of saleable product. They will need to market smart, and look for paid advertising and promotion opportunities, which give at least a modest return on investment. They will hire a great cover designer and an editor. They will understand that like almost all new businesses, self publishing will probably run at a loss for the first year or more. But most of all, they will understand how to differentiate their product in the market, and continually seek out market niches they can exploit. All business 101.
There are many, many authors who have already succeeded at making self publishing their business, because they worked very hard to make it their business. Many more will follow and succeed I am sure, but it will only be those authors who realise that there is nothing much to be gained from self publishing on the cheap.