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How to Self-Publish With Intention, Ownership, and Profit

By Michelle D. Jackson, Founder of the Black Writers Workspace



Every week the same question shows up in my inbox and on the Black Writers Workspace private Facebook page:


“How do I self-publish my book?”


The short answer? There’s no single “perfect” path—but there is a smart, strategic one.


Self-publishing is no longer a niche option. According to industry data from Bowker, more than 1.7–2 million self-published books are released every year in the U.S. alone. That number continues to grow as authors realize they can maintain creative control, move faster to market, and keep more of their profits when they publish independently.


Below is my personal approach—the 10 steps I’ve used and shared with countless authors. It’s not flawless, and I welcome additional recommendations, but this framework will help aspiring authors successfully get their books into the marketplace with clarity and confidence.


My 10-Step Approach to Self-Publishing

Step 1: Write a dynamic manuscript

Before you think about covers, platforms, or promotion—write the book. Focus on clarity, structure, and storytelling. A strong manuscript is the foundation of everything that follows. Don’t hesitate to hire a writing coach and work with beta readers to help you refine, strengthen, and fine-tune your manuscript before publication.


Step 2: Identify your genre and target audience

Know exactly where your book belongs and who it’s for. Genre affects pricing, cover design, keywords, and marketing strategies. Trying to write for “everyone” usually means connecting with no one.


Step 3: Hire a professional editor

This is non-negotiable. Budget at least $750 for professional editing. Editing protects your credibility and your brand. Readers notice poorly edited books—and they remember them.


Step 4: Create a compelling book cover

Your cover is your first impression. You can design it yourself or hire a professional graphic designer. Either way, it must visually compete with books in your genre.


Step 5: Purchase your ISBN

An ISBN (International Standard Book Number) is your book’s commercial identifier—think of it as its social security number.


I purchase ISBNs in bulk from Bowker.com, which allows me to retain full ownership and publishing control.


Step 6: Choose your publishing method

Decide how hands-on you want to be:

  • Vanity publishers (BookBaby, Lulu, etc.) can handle POD and some marketing—for a fee.

  • True self-publishing platforms like Amazon KDP or IngramSpark give you more control and offer print-on-demand services.

  • You can also work directly with a printer and bypass POD entirely.


Keep in mind: POD requires print-ready files for hardcover, paperback, and ebook formats. Each platform provides specs—or you can hire someone to prepare them.


Step 7: Decide how much profit you’re willing to give up

Every platform has fees. Know them.


I personally use Amazon KDP, but I do not rely on Amazon to sell my books. Instead:

This approach allows me to retain a larger share of my profits and build a direct relationship with my readers.


Step 8: Write an eye-catching book synopsis

Your synopsis should be clear, compelling, and benefit-driven. This is sales copy—not a summary. Make readers want to turn the first page.


Step 9: Create social media pages for promotion

Your book needs a digital home. Social media helps you build anticipation, share behind-the-scenes content, and stay connected to readers long after launch day.


Step 10: Prepare to actively promote

Publishing is only half the work—promotion is the rest.

For marketing purposes, I recommend allocating at least $1 for every book you plan to sell. For example, if your sales goal is 1,500 books, your initial budget should be $1,500. While this is a modest allocation, it provides a realistic and effective starting point for marketing and promotion. If you need support with book promotion:

Final Thoughts

With millions of self-published books released every year, success is less about whether you publish and more about how strategically you do it. Ownership, preparation, and intentional marketing matter.

This is my approach—but the conversation doesn’t stop here.


Drop your recommendations, lessons learned, and resources below so we can continue building a community of informed, empowered authors.


Your book deserves to be seen.

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