The Self-Publisher’s Ultimate Resource Guide With Joel Friedlander

When I first started this blog back in Dec 2008, one of the first people I met online was Joel Friedlander.

joel friedlander

Joel Friedlander,

We did the same course on how to start blogging, but Joel was already way ahead of me in self-publishing as he had started years before and was (and still is) an expert on the topic.

He has tons of useful info at and fantastic book design templates for you to make your own print interiors.

Plus, I’ve had Joel on the blog and podcast before – check out our discussion on how to make a professional standard print book interior here.

Today, I am pleased to share his latest book, The Self-Publisher’s Ultimate Resource Guide, with you along with an interview with him and co-author Betty Sargent. 

SPURG-Cover-frontHow did you two decide to team up on the creation of The Self-Publisher’s Ultimate Resource Guide?

It’s an idea Betty had been kicking around for a long time. When she and her staff created a Resource Guide for, it quickly proved to be one of the most popular offerings on the site.

It also became apparent that probably what every self-publisher needs most—whether just starting out or a seasoned pro—is a reliable, curated guide to the resources needed to publish a professional looking book.

We’ve divided the Resource Guide into three main sections: Prepare, Publish, and Promote.

This gave us a framework that every author, whether they’ve already been through the process or not can easily understand. This was important to us because the Resource Guide was designed to be helpful to all authors, no matter how much experience they have had.

In the Prepare section we list everything from how to find a Developmental Editor, a Cover or Interior Book Designer, or a Translator, to where to look for Grants and Funding for Writers.

Lists in the Publish section include where to find eBook Conversion, POD and Distribution Services, Book Production Software and Short Run Printers.

Then in the Promote section we list Book Review Services, Social Media Consultants, Website Designers, Marketing and Publicity and Writing Contests, Fellowships and Prizes to name just a few. We have 33 categories in all and will continue to expand on those in our quarterly updates.

You call The Self-Publisher’s Ultimate Resource Guide a “Living Book.” Could you explain that?

Because everything changes so quickly in the self-publishing world—some companies go out of business and new services pop up all the time—we’ve committed to updating the Resource Guide four times a year. Otherwise the book would quickly become dated due to the constant waves of change we experience on pretty much a non-stop basis.

This also allows us to respond to our readers in a timely fashion. When a reader knows about a valuable resource we haven’t listed, we can check out their suggestions and, if appropriate, add those that meet our guidelines. This will keep the Resource Guide constantly current.

The same goes for our 33 categories. Even though we just published a few weeks ago, we’ve already discovered categories that need to be added to the book, and we welcome suggestions on others as well. That’s why we feel this is a living document. It morphs, it changes, it grows, and the resources are always right up to date.

(By the way, if any of your readers have a suggestion to make or a site, service, product, or vendor they would like us to include, they can use the form we’ve set up at and we’ll be happy to check them out.)

I see that the Resource Guide launched as the #1 bestseller in its category on Amazon. Through your long experience in both traditional publishing (Betty) and indie publishing (Joel) you’ve both launched many many books.

What’s the secret to getting off to such an impressive start?

Three things really:

  • Filling a genuine need— Although there are some excellent short lists of services for authors on blogs and websites around the web, as far as we know there is no central, one-place-to-go to access a comprehensive list of the best of everything available for self-publishing authors. There was an urgent need for such a resource and we decided to try to fill that need.
  • The quality of the book that we created—Of course, as with any self-published book (or traditionally published book for that matter) the content has to be fresh, original and well organized, and the package has to look professional in every way. Betty took on the responsibility for creating the content, deciding on the 33 categories, researching the self-publishing universe to bring together the best of the best in every category, and writing introductions to each section to help the reader expand her understanding of self-publishing in general. Joel added to the content and then turned his talents to designing a smart, attention-getting cover, designing the interior of the book, overseeing the copyediting and book production to ensure the “package” was professional in every way.
  • Targeted marketing— As for the marketing, that was Joel’s baby. He pulled out all the stops and combined his years of experience as a leading blogger in the self-publishing world ( with his sophisticated knowledge of what works and what doesn’t work when trying to reach a specific market. The result speaks for itself.The initial marketing of the book was driven by two main factors that are both the result of Joel’s years as an influential blogger in this field. First was the work he’s put into building a responsive email list of people who have been “pre-qualified” as interested in the topic and, second, on the extensive network of thought leaders, writers, and other bloggers Joel and Betty have developed over the years. These two elements cannot be discounted, and they are the reason we started off with a bunch of positive reviews right on publication day, and the reason people like Mark Coker, Michael Hyatt, Dan Poynter, and yourself have helped promote the book from the beginning.

Here’s my own quote about the book:

“Independent authors need a team to help create a fantastic finished product, and finding the right people can be a challenge when you first start out. This book will help authors to locate professionals to edit, publish and market their work – helping them to stand out in the crowded marketplace.” Joanna Penn,

What do you think the future holds for self-publishers?

We agree that the future is bright for self-publishers but the landscape is changing fast and it is important for every indie author to be aware of this. Here are three trends to keep in mind.

  • Quality. The professional content, look and feel of your book is more important than ever. If you want to stand out in this increasingly crowded marketplace you must make your book the best it can be. We suggest you use the The Self-Publisher’s Ultimate Resource Guide to find the services you’ll need to make this happen.
  • Collaboration. Indie authors are starting to work together on publishing and marketing their books and it is starting to pay off. By pooling their energy and knowledge they get more done, faster, and are able to reach even more readers than they ever could by working on their own. This includes discounted boxed sets of books that appeal to the same readers, collaborative websites and even collaborative publishing teams where authors can share in the work of publishing each others’ books with the skills they already have.
  • Tech Smarts. New services, products and marketing strategies are springing up all the time. Savvy indie authors need to pay attention to these new developments, especially the growing interest in mobile computing, and adapt these to their own publishing platform. For example, more and more authors are becoming aware that if they want to maximize sales of their books, they really need to start learning about internet marketing and all the technology behind it. While lots of authors remain averse to marketing their own books, the new technological tools available give us more reach, greater selectivity in who we address, and the ability to “soft market” our books without coming across as nagging shills.

Any final thoughts?

Lots of people have written about how easy it is to publish these days, and more and more authors are taking the leap into publishing their own books. But with a complex endeavor like book publishing, you really need to rely on proven professionals to help you reach your goals. The Self-Publisher’s Ultimate Resource Guide is going to make that faster, easier, and more satisfying than ever before for thousands of authors, and that’s why we put the months of work in to make it a reality.

You can find The Self-Publisher’s Ultimate Resource Guide here on Amazon or at

The Christian Publishing Market With Jeremy Bouma

I have a degree in Theology and my interest in religion is enmeshed in my fiction.

I write books that can be described as religious thrillers, and yet I’m not a Christian, although I do describe myself as spiritual. In today’s show, I interview Jeremy Bouma about the complexities of the Christian publishing market, and you’ll learn a lot about the sub-niche as well as customer targeting and much more, even if you’re not a Christian author.

In the introduction I mention my personal writing updates, as well as the Goodreads event on Nov 15th when you can join me and other authors for chat and giveaways, plus the Christmas mystery/thriller giveaway when you can win 12 print books (let us buy your Christmas presents for you!)

99designs-logo-750x200pxThis podcast episode is sponsored by 99 Designs, where you can get all kinds of designs for your author business including book covers, merchandising, branding and business cards, illustrations and artwork and much more. You can get a Powerpack upgrade which gives your project more chance of getting noticed by going to:

Jeremy BoumaJeremy Bouma is the author of non-fiction and fiction books, as well as an entrepreneur. Jeremy was previously an evangelical Christian pastor and writes for HarperCollins Christian Publishers, as well as dealing with the questions of faith in his books and on his blog. Today we’re talking about aspects of the Christian publishing market.

You can watch the video here on YouTube, and listen above or on iTunes or Stitcher, or read the show notes below.

  • Jeremy talks about his background in politics and religion, starting in Washington DC working with a Senator and then became a pastor for politicians. After a crisis of faith, Jeremy found himself getting deeper into his Christianity. He began blogging and did post-grad studies in Theology and then started writing books. His first being ‘The Unoffensive Gospel of Jesus.’ He now does content marketing with Harper Collins Christian publishers.
  • On how writing helps us work out what we believe. I work this out in my fiction, and Jeremy talks about how his non-fiction books have helped him. We discuss the academic side of writing vs the kind of thing that appeals to the wider public. It’s important to consider who your audience is and how to connect with them.

unoffensive gospel of jesusThe spectrum of the Christian publishing market.

  • The Christian market is a $1.2 billion market, around 10% of the broader US publishing market. Christians buy more books and spend more money on books than the average reader. This explains why the big publishers have bought out many of the independent presses in this area.
  • When we talk of the Christian market, it is usually catered towards the Evangelical side of things and they often purchase from Christian stores. Those type of bookstores may not purchase from indie authors, as they are not necessarily known entities whose work has been checked as doctrinally sound.
  • The sub-genres reflect the mainstream e.g. Christian romance, Christian suspense, Christian sci-fi etc. We talk about Amish fiction, often a kind of historical romance. We talk about some more edgy genres as well. I mention Tim LaHaye’s Left Behind series in particular, which has sold over 63 million books and is post-apocalyptic with a lot of violence and an edge of horror.
  • We talk about the wider global Christian market, and I talk about the Catholic markets of Spain, Brazil and the Latino, Spanish speaking market in the US which is more Catholic. We talk about the growth of Christianity in Africa, South America and Asia and how the change in demographics will impact publishing.

Is there a mainstream renaissance in biblical stories? (or big stories?)

  • With Noah out earlier this year, and Exodus coming out before Christmas, we talk about a longing for ‘bigger’ stories, and how Hollywood have also woken up to the hungry market for these types of films. We talk about the awesome stories that are in the Bible and how many of them are being adapted.
  • I talk about the gap that my books fall through, as well as others – I write religious fiction, but not Christian fiction. Jeremy mentions the peer acceptance that is needed for books appealing to Christians, they need to be doctrinally sound to be acceptable in that market. Or, books can just be great stories that tangentially talk about religion or spirituality.
  • If you are a Christian writing books for the Christian market, there is an entire eco-system of blogs and review sites etc.

Having an endorsement from a known Christian personality is important.

  • thereandbackagainIt shortcuts the alignment with spiritual convictions. We talk about the changing nature of self-publishing within the evangelical market.
  • We discuss branding around yourself when you’re encouraged not to make it about yourself as a Christian. But a personality is important to build know, like and trust and Jeremy’s discusses how he did this, and how uncomfortable it was at the beginning.
  • Jeremy talks about his coming of age novel, From There and Back Again which will be out early 2015. You can preorder the book and I’ll be interviewing Jeremy about the novel on my fiction site :) We also talk about resonance in titling books and how strong words can evoke themes in people’s minds.

You can find Jeremy and his books at and also on Twitter @bouma

How To Get A Unique Illustration For Your Book Cover

With the explosion of creativity that is the indie publishing revolution, you may have noticed the array of book covers that use similar stock photos in their designs.


Selection of the initial key designs submitted. All copyright belongs to the designers.

Some authors these days have private photo shoots to ensure their cover images are unique, but what about if you have a smaller budget, or you want something uniquely special in terms of an illustration?

This type of approach can also work for art that relates to your book, e.g. world building and maps, or artwork for marketing purposes

Using 99 Designs to get a custom illustration

Full disclosure here. 99 Designs now sponsor 50% of my podcast, so I was encouraged to try them out. After hearing great things from other authors, I thought I would do something a little different.


FINALIST: Copyright 99 Designs designer lucky bast(art), previously vandamme99

I already have a book cover designer in the wonderful Derek Murphy from Creativindie, so I decided to get an image done for my next book, Gates of Hell. I’m just heading towards the end of the first draft and the book features a hunt for the Key to the Gates of Hell. It should be out before Christmas if you’re interested!

My original brief: Create a key to the Gates of Hell. Let your creative darkness loose!


FINALIST: Copyright: 99Designs BelleIllumina

I wanted to be quite open with the brief, as at that point I hadn’t decided what the key would look like. Here’s what I wrote:

I want an illustration of a key to the Gates of Hell – with the aim that the image is used on the book cover of the book, titled “Gates of Hell,” and also in promotional material.

And also that I can use the illustration to get a pattern made to actually 3D print the key.

I have visions of screaming open mouths and mis-shapen deformities and demons and oozing blackness – but basically, I want a creative image that is still recognizably a key and I want you to use any images that conjure up hell. I am using a group called the Misshapen in the book, so that word may also help. The book is a thriller with a supernatural edge, so dark/scary is good – edge of horror is fine. I don’t mind black & white or color.

Changing my mind based on the designs

Copyright 99Designs designer josephnovi

FINALIST: Copyright 99Designs designer josephnovi

As the designs started to come in, I realized that I was confusing the issue by saying I wanted to turn the image into a 3D printed design as well as a book cover. The two are quite different, and the book cover was always the most important thing, so I narrowed down the requirements as the competition progressed. I also created a Gates of Hell pinboard on Pinterest for the book to give another flavor to the design.


FINALIST: Copyright 99Designs MadMaxx

I had 125 entries from 48 designers in the end, ranging from some really amazing elaborate designs to some striking images.

You get to rate the images as they come in, and that helps the designers consider another iteration. You can also engage in private or public conversations which helps everyone move closer to the desired result.

With 99 Designs, you only pay if you are happy with the design, so there is no risk. Of course, guaranteeing the payment may make the competition more attractive :)

You can also do Polls by selecting the images and then enabling a shareable link for email and social media so people can vote on the designs. I sent the link out to my J.F.Penn fiction newsletter subscribers, as well as sharing on social media and had several hundred votes on the final Poll.

key to the gates of hell

WINNER! Thanks D.C – Danniel Soares

The Key to the Gates of Hell

And here’s the final design, which I love!

It looks like a real key but also captures the desperation of a soul in Hell (in my mind at least) and it came out top of the final poll as well.

Next, I need to finish the book and we’ll work on the full cover design. Since it will be ARKANE Book 6, there are elements of the cover that are fixed. This illustration will just add another dimension, and in fact, provided a story twist that I’m currently writing!

It was an added bonus to have other creative minds that jump-started my own thoughts as I wrote! I just LOVE collaboration with other artists – it’s so rewarding.

I asked the fantastic designer of the winning illustration, Danniel Soares, a couple of questions:

How did you come up with the design based on the (very loose) brief?

I particularly like this sort of brief, giving enough direction ideas, while not being strictly defined. The downside is that you’ll probably need to narrow down on one or two ideas relatively fast, in this contest scheme, so you can present something that already have a reasonably good rendering. Other important consideration is the time it will take to develop it.

Unfortunately I wouldn’t be able to do a 3D sculpture in the foreseeable time (I’m not really “fluent” with the 3D software I have, and I’m not sure my current hardware would be powerful enough for this sort of thing as the 3D mesh grows in complexity), even though this consideration also had some influence on that particular idea, which is relatively simpler, while still at least just as good. The other idea, actually came first, and morphed more or less gradually into the final one.

What are your tips for authors who want to get designs for their books?

An important thing to have in mind before anything are the different sub-domains of graphic artists. In an ideal world people wouldn’t take jobs they don’t really feel ready to do, but that can happen, and the final product will probably suffer as a result.

The main distinctions among professionals who would do the final work are perhaps “illustrator” and “designer” (who will often have their sub-specialties, based on genre, technique, and intended use). The latter deals more with the overall layout and structure of the whole, while the former is more concerned with “isolated” details, even though it’s helpful to have a notion of the planned design, to make it match appropriately — but perhaps some designers would prefer to have the illustrations roughs to see how to layout things around it! The specialty of one will tend to be the weakness of the other, even though there will be some people who do both equally well.

The best way to proceed then is to take some time to look through several artists’ portfolios, trying to find a few who work in styles that match the book.

Maybe while still writing the book, perhaps it could turn out to be a form of inspiration. And make some inquiries along the way, or at some allotted time.

Established professionals, whether they’re solo, a team, or subcontractors of an agency, will likely have a well defined process, describing their obligations and conditions in a more or less standardized contract. With people who are just starting out things can be probably be somewhat more complicated and insecure, due to inexperience, and a natural lack of expertise in the business and administrative side. But that probably can be dealt with some precautions from the author, like coming up with a reasonable contract beforehand, to be filled in eventually. That’s definitely somewhat more complicated, but may worth the extra work.

Services like 99designs can be seen as an intermediate way, since they’re literally being the intermediaries between the artists and the client, offering some aspects of “insurance”, even though I’m not totally sure about the details. I hope it didn’t sound too much like some sort of infomercial, because I’m not being paid to make this sort of advertisement. But even with this sort of backing it’s perhaps interesting to study how to do a briefing that is specific enough and clear in scope, in order to avoid misunderstandings and frustrations from both sides.

What else can you use 99 Designs for?

99designsIf you need visual work done, then there are lots of options for what the designers on 99 Designs can do for you. The services include:

  • Book cover design and custom artwork and illustrations
  • Logos and business cards
  • Web page and mobile apps as well as banner ads
  • T-shirts (I am seriously considering this at some point!)

You can get a PowerPack upgrade if you use my sponsorship link: which will supercharge your contest by highlighting your listing, bolding its font, and bumping it to the top of the page. Basically, you can get more entries from better designers.

I found the whole process pretty addictive and since I love collaboration, it’s definitely on my list to do again.

OK, I’d love to know what you think of 99 Designs, or if you have used custom designs/illustrations from other designers.Please leave a comment below and join the conversation.


How To Be Successful In Self-Publishing

Last week, I spoke at the Frankfurt Book Fair on the Kobo booth and talked about what it takes to be successful in self-publishing to a small group of indie authors. Thanks to Camille Mofidi from Kobo Writing Life Europe for inviting me and also getting me a star on the walk of fame – see the picture at the bottom of the post!

kobo booth at Frankfurt

With Camille Mofidi at the Kobo booth at Frankfurt Book Fair

Here are my slides from the event and a list of notes with more links is included below.

It is 95% relevant to all authors, with a little bit of German specific info throughout.

Here’s my top tips:

What do you think? Does this sum up what you consider is necessary to be successful self-publishing?

Please do leave a comment below and join the conversation.

How To Read Your Own AudioBook And Sell Direct To Customers

I love and I am all in with my fiction there, but I’m also a podcaster and after years of doing my own interviews and audio, I decided to read my own non-fiction audiobook, and sell it direct!

Here’s how.

microphoneRecording the book

I live in a basement flat with pretty good acoustics for audio i.e. no high ceilings or wooden floors, so I knew it would be OK to record here. If you want to record yourself and distribute professionally, you are likely to need a studio, but I went ahead at home and just stopped if it got too noisy.

I am not hugely technical and I didn’t want to do much post-processing, so I focused on a quiet background. You can sort out noise in post-production, but ideally, you want a clean read, which is why so many podcasters and audio people record in padded cupboards!

I have a Snowball mic and used Amadeus Pro software on the Mac to record the initial files. You can also use Audacity, GarageBand or whatever free software you have.

scrivenerI had Scrivener open to the book and read from the screen chapter by chapter. I saved each audio file at around 20 minutes and managed two or three per day.

I actually found it was really tiring to concentrate, plus my voice struggled so I drank a lot of peppermint tea to keep it going. When I made mistakes in the file, which was at least every couple of minutes, I would clap loudly and then be silent for a few seconds. This creates a visible spike and space on the file so you can find the bits to clean up without having to listen to the whole thing again.

Yes, you WILL make mistakes. It is not easy to read a book aloud! I have renewed respect for my audiobook narrators.

I decided to make the audio more interesting by adding my own little comments at the end of some of the chapters, giving the people who bought that version a little extra something. I also found a few bits I wanted to change as I read the book aloud, so I did update the ebook files as I read. It’s great to read aloud for that final proof-read!

Editing and QA process

business audiobookAfter I finished a couple of 20 minute files, I would edit them in the same software. I removed all the mistakes and silences and gulps and coughs.

I then used Dropbox to send the files to my virtual assistant who listened to the audio to check for any other issues. I left in things that were natural speech but removed clear errors e.g. when I had left the same section in twice, or a little burp from too much tea!

After the QA process and final edits, I put the files together to create six files of one hour each.

I also included an intro and outro little piece of music which makes it sound professional. I get all my royalty free music from Incompetech, an amazing site with loads of music options.

Then I used to level the sound and add the metadata and tags so it looks nice in your mp3 player.

I decided to package the 6 audio files with the DRM free ebook files in Kindle and ePub formats as the final product. I made the cover on the left with, a fantastic tool for creating images.

Selling the file

I’ve talked about your options for selling direct before.

SelzMy choice is to use to package the audio files with the ebooks in Kindle and ePub formats.

I also set up a discount code which is in the back of all the ebooks and print books so those who have already bought the book in other formats can also get the audiobook version if they like for $5 reduction. Click here to go straight to the audio sales page on Selz so you can see what it looks like.


In the first 13 days, I’ve sold 16 audiobooks directly at a total of $305.53, and also 24 copies of the ebook directly at a total of $119.76.

selz audiobook

The Selz shopping experience

It’s not going to buy me a house but it’s also not bad for the first couple of weeks and in a direct sales channel that I only introduced recently!

The 24 direct sales of the ebooks may ‘cannibalize’ sales from the ebook platforms but I get a closer relationship with my customers and I get the money within a week, instead of waiting a couple of months.

It’s early days and I expect Business for Authors to be more of a constant seller, as my book, How to Market a Book, is as well.

The book is mostly evergreen material so I don’t expect to have to update it for a while. I’m definitely considering recording my other non-fiction books as well. It is a time investment but I think they will be pretty constant sellers. I’ll keep my fiction on but for non-fiction, I think I prefer this option (but I reserve the right to change my mind!)

Positive feedback

Here’s one happy customer, Henry Hyde:

“What a fantastic resource you have created. I’m really glad I bought the audio version with the extra Henry Hydedownloads, and your little asides are lovely, reinforcing how very human and surprisingly humble you are despite your amazing achievements.

I’m going to have to listen to the whole thing again, this time in conjunction with the written version and workbook … My head is buzzing with ideas … I’d recommend this book to anyone running any kind of creative business, not just writers and publishers. A massive round of applause for what is bound to become the go-to reference work in the field.” Henry Hyde

You can listen to a 20 min sample on SoundCloud here, or click play below. You can also find out more or buy the audiobook package here.


Update for Dec, 2014 – EU VAT Tax on Digital Products

On 1 Jan, 2015, the EU introduced new VAT tax laws that impact anyone selling digital products to the EU – that includes authors who sell books or courses direct. Essentially, VAT is now calculated based on where the customer is located, NOT where the seller/vendor is located. The tax varies per country and to be compliant, businesses need to collect 2 pieces of evidence proving location. Previously, there was an exemption limit for small businesses but this law gets rid of the limit so anyone selling anything and making any revenue above 0 must pay this VAT. Many of the companies above will help with sorting out this tax information, but many small businesses are pulling down their direct sales – myself included – until the law is revisited for small businesses. For more information, please read this article.

I’d love to hear your comments on this topic. First of all, do you like to listen to audiobooks read by the author? Do you want to try doing this yourself and do you have any questions?