How to Find the Best Self-Publishing Strategy for Your Book

Self-publishing offers authors more routes to publication than ever, but choosing the right strategy for your book can feel overwhelming with many options. Your path will shape how your book is published, how it reaches readers, how much control you retain, and what kind of support you receive.

Every author is different. Some want to build a brand, others want to share a personal story, and many fulfil a lifelong dream of seeing their book in print. Your goals, budget, and expectations will all play a part in finding the best publishing approach for you.

In this article, I’ll explain the three main self-publishing models, explain why defining your publishing goals is essential, share my top tips and pitfalls to avoid when deciding what is right for your project, and explain how working with a full-service publisher like Troubador can simplify the process and give your book the best chance of success. Enjoy!

Understand the 3 Self-Publishing Models

Choosing the right self-publishing strategy starts with understanding the key models available to authors today. Each approach has its strengths and challenges, and the best fit will depend on your goals, budget, and the support you’re looking for. 

Ebook-Only Publishing

Ebook-only publishing is often the go-to option for digital-first authors or those with tight budgets. This model focuses exclusively on publishing your book in digital format, typically through platforms such as Amazon KDP, Apple Books, or Kobo. 

The appeal lies in its low upfront costs, quick time to market, and ability to reach a global audience instantly. It’s a great choice for authors who want to test the waters or publish shorter works like novellas, guides, or niche content. 

However, there are significant limitations to consider. Most notably, you won’t have a physical copy of your book to share or sell in bookshops, which will restrict your visibility in traditional retail spaces. In addition, the major ebook publishing platforms typically offer limited to no human support, leaving you to navigate the process primarily independently. You’ll also likely need to independently source professional services, such as editing and cover design, which can add up additional costs quickly. Finally, with millions of digital books published each year, discoverability becomes a significant challenge. Your ebook risks being lost in an increasingly crowded digital marketplace without a clear and robust marketing plan.

Print-on-Demand (POD)

Print-on-demand publishing is ideal for authors who want a physical book without the hassle and cost of up-front print runs or storage. With POD, books are printed only when an order is placed, so you don’t need to manage inventory or handle fulfilment. This model provides an environmentally friendly and cost-effective way to publish a paperback or hardcover edition of your book, and it’s commonly integrated with online retailers like Amazon. 

The main trade-offs are that the unit cost per copy is significantly higher compared to a print book due to the lack of economies of scale, you’ll still need to source professional help as with ebook publishing, and the quality of the physical product is far inferior compared with books printed via a print-run. However, the biggest drawback for print-on-demand books is that, due to the lack of quality in the end product, the ability for anyone and everyone to publish via POD platforms and the inability for bookshops to return books (which they can do with publishers, known as sale-or-return) back to the seller.

Full-service self-publishing

Full-service self-publishing combines the freedom of independent publishing with the professional guidance of an experienced publishing team. This model typically includes a full suite of services such as editing, cover design, typesetting, distribution and marketing support. As a result, authors can use a single partner for each stage of the publishing process, minimising the tiem spent searching for individuals and allowing authors to benefit from the economies of sale of using a single entity for all the elements of their work which will be cheaper than sourcing each element individually through a freelance network. In addition, a full-service self-publisher can access a far superior quality end-product and give self-published books the best possible chance of being stocked in bookshops like Waterstones, retailers like Gardners and independent bookshops across the book trade.

Although it involves an upfront investment, often paid in various instalments across the publishing process, full-service self-publishing delivers a more polished result. It provides valuable expertise at each stage of the process. It's a strong choice for authors who want to maintain control while still benefiting from hands-on support. It suits those serious about their publishing goals and want to ensure their book reaches its full potential. Authors should be aware that they must do their research thoroughly, as there can be some sharks in the water looking to mislead authors. See the resources section at the end of the article for some areas where you can check the validity of a publisher.

Each model has its place, and the right one for you will depend on your vision, resources, and what success looks like for your book.

Start with Your Goals

Before choosing a self-publishing strategy, it is essential to define success for yourself. Clear goals will help you decide which publishing model best suits you and prevent costly missteps.

Do you want your book to reach as many readers as possible, or are you targeting a specific niche audience? Are you publishing to generate profit, build credibility in your field, leave a personal legacy, or perhaps all three? The type of book you’re publishing also plays a role. A business book might benefit from a polished, professional finish and broad distribution, while a poetry collection may be more personal and suited to a smaller, more targeted readership.

Take the time to write down your goals. Whether you're launching a speaking career, seeing your book on bookshop shelves, or simply sharing your story with friends and family, your objectives should guide every decision from choosing a publishing model to planning your marketing strategy. Only once you have done that are you ready to choose your route to publication

5 Tips for Choosing the Right Strategy

1. Match your approach with your goals: Understand the limitations and costs associated with each route to market, either in time or money. Only once you know what will give you the best chance of achieving your goals can you decide on a suitable publishing approach.
2. Consider publishing in multiple formats: If reaching as many audiences as possible is important to you, publish in print, ebook, and perhaps even audio. The more reach you have, the more likely you are to make sales. Readers now expect books to be available in multiple formats.
3. Source professional help where you are weakest: No author is good at everything, and not making something as good as possible will damage a book’s potential. Competition has never been higher, and for a book to stand out, it needs to be as good as possible.
4. Have a solid marketing plan: Even if you enlist help with PR, trade marketing, or advertising, authors are the best ones to market and sell their self-published books. Have a plan for marketing it alongside any professional help you seek.
5. Take your time reviewing a contract. If you seek professional help, be sure you know your contract inside out. If you aren't sure what you are looking at, seek help and guidance (I suggest the Society of Authors). Never proceed if you are not 100% sure what you are getting into.

5 Pitfalls to Avoid when Choosing Your Strategy

1. Weak metadata: The metadata behind your book is what will sell it to retailers, readers, and the book trade. With weak metadata, your book will be quickly lost among the millions of others published each year.
2. Having a bookshop stocking goal when publishing print-on-demand: If you want your book stocked on physical bookshop shelves, you cannot achieve that if you print using POD-only methods. Bookshops want stock they can buy and return, a quality end product, and a reliable distributor.
3. Not having a distribution plan: How will you get your book to readers? If you don’t have a proactive, multi-channel approach to how readers will access your book, then the chances are you simply won’t sell any.
4. Not being true to your ambitions: Every self-published author has different goals. None of them is more or less valid than the other. If you want to sell lots, good for you. But if you simply want to publish something for fun, that is equally valid. Stay true to your goals.
5. Rushing to publish: Authors can often be in a rush to publish due to (understandable) excitement, a fear of missing the boat on something, or simple impatience, leading them to make choices that may not suit their goals. Take your time, do your research, and choose the route to publication that best suits your project.

Working with a Publisher Like Troubador

Partnering with a full-service publisher like Troubador can be the ideal solution for authors who want the freedom of self-publishing without managing every aspect alone. We handle every stage of the publishing process in-house on behalf of our authors, from editorial support and complete book design to production, printing, storage, distribution, active sales and marketing. This integrated approach means that hundreds of authors we work with annually benefit from a joined-up, professionally managed experience without needing to juggle multiple providers or freelancers and have complete, advanced visibility over all costs.

One of the key advantages of working with us is the balance we offer between control and support. As the author, you remain in charge of your book and your decisions, but you’re backed by a team of experts who guide you through the whole process. Whether it’s shaping your manuscript with professional editing, creating a compelling cover, or getting your book into bookshops and online retailers, we’re here to ensure each element is executed to the highest standard.

Our authors come to us with a wide range of goals, from achieving commercial success to preserving personal stories, and we work closely with each one to align their publishing strategy with their vision. This personalised, goal-driven approach has helped thousands of authors successfully publish their books with confidence and pride.

Useful Author Resources

There is a wide variety of online and in-person resources available to help authors choose the right self-publishing route for their project. Here are a few of the best ones.

Research

Whether you're just starting out or already on your publishing journey, a wealth of free and paid resources is available to support you. Tapping into these can make a big difference to your publishing experience, from expert blogs and writing organisations to industry events.

• Blogs: There are hundreds of useful blogs out there that authors can use to access information, guidance, and advice on self-publishing freely. By reading this article, you are already on the Troubador blog, so be sure to check out more of our articles and come back regularly - we publish one article a week.
• Writing organisations: Several writing organisations exist to assist authors throughout their self-publishing journey. We have great relationships with many, but we highly recommend Jericho Writers.
• Events: Self-publishing has more in-person and online events than ever. From nationwide conferences and festivals to local group gatherings and writing groups, authors have a wealth of events at their disposal. We host and exhibit at a wide variety throughout the year, so check out what’s on our events page.

No matter where you are on your path, staying connected to the wider writing and publishing community can help you stay motivated, informed, and inspired as you bring your book to life.

Networking

Building connections within the publishing world can be as important as the publishing process. Whether seeking advice, industry insight, or collaboration opportunities, networking can open doors and accelerate your author journey.

• The Society of Authors is a valuable resource for writers at all stages. It offers expert advice, contract vetting, events, and a strong community of fellow authors.
• For broader industry exposure, The London Book Fair is a major annual event that brings together publishers, agents, and authors from around the world - an excellent place to learn, pitch, and be inspired.
• The Self-Publishing Conference, run by Troubador, is the UK’s only dedicated event for self-publishing authors. It provides expert-led sessions, practical advice, and direct access to industry professionals, all in a welcoming and focused environment.

Engaging with these networks boosts your confidence and gives you access to tools and knowledge to publish more successfully.

Don’t Be Afraid to Ask Questions

Asking questions is essential before committing to any freelancer, publisher, or self-publishing service. Understanding what’s included, how the process works, and what support you’ll receive can save you time, money, and frustration. A reputable provider will always welcome your questions and be transparent about their services.

We encourage authors to explore their options and ask anything they need to. Our Get Started page is a great place to begin - you can book a free, no-obligation consultation with one of our publishing experts, ask us questions directly, or request a free, bespoke, no-obligation quote tailored to your project. Whether you’re ready to publish or explore ideas, we’re here to help you make informed, confident decisions.

Decide on a Route to Self-Publication

Once you’ve defined your goals and explored the different self-publishing models, it’s time to decide on the best route for your needs. But with so many companies and freelancers offering services, it’s vital to choose carefully and base your decision on more than just price or promises.

Start by consulting trusted industry resources. The Writers’ & Artists’ Yearbook is a longstanding guide full of reputable publishing contacts, advice, and insights from experts. Review platforms like Trustpilot can also offer useful feedback from real authors about their experiences with different providers.

For a more detailed and impartial assessment, we recommend the Alliance of Independent Authors (ALLi) Self-Publishing Services Rated guide. This traffic light system highlights trusted companies (green), cautionary services (amber), and those to avoid (red), helping you make an informed, confident choice.

Researching now can save you from costly mistakes, leading to a far more rewarding publishing experience.

Your Publishing Path Starts Here

Choosing the right strategy is one of the most important decisions you’ll make as a self-published author. It determines how your book will come to life, how it will reach readers and ultimately how well it will achieve the goals you’ve set for it. Whether you’re dreaming of bestseller lists, sharing a deeply personal story or building your brand as a writer, there’s a publishing path that aligns with your ambitions.

Understanding the key models, setting clear goals, and researching are crucial steps in making the right choice. Full-service self-publishing can offer many authors a smoother, more professional route, while ebook-only and POD models may suit those with specific priorities or tighter budgets.

Whether you’re just starting or ready to move forward, our expert team is always available to guide you, answer any questions you have, regardless of whether you publish with us or not and help turn your manuscript into a published book you can be proud of.