The Ups, Downs and Joys of Self Publishing

by Randi Levin
(The Muffin Lady)

Almost 20 years ago, my career teaching and counseling youth came to an abrupt end. Little did I know at the time, that years' later I would be listed by a fine and highly respected International Family of Cookbook Writers, as one the Best Cookbook Publishers in the World. And to think I have never taken a publishing course, better yet any kind of writing course, I just listened to my heart, as I had words to share.

It all began one frosty, spring day, while on the phone with a friend. He suggested that I write a cookbook in response to the frequent and persistent requests for my recipes, as well as my tips on high altitude baking (and cooking) successfully. I told him that he was "nuts"; but 2 days later he introduced me to my Editor, who had brought along a Graphic Designer. That day was the beginning of a whole new life.

I never even thought about selling my book to a large Publisher, as I knew absolutely nothing about the Wonderful World of Books, with the exception of being an advent reader. My first Cookbook went to print about 9 months later, and a few months later, it was awarded Best First Cookbook in the World 2004. But an extra bonus occurred, as my very small independent publishing company, The Muffin Lady Inc., was listed with the "Big PROS" as 'One of the Best Cookbook Publishers' in the World.

The joy felt holding a book that 'I' put together with the help of a few, and the recognition received, felt much more exciting than anything I had ever achieved before, including acquiring several degrees and overcoming a rare, devastating disease. The joy of sharing information through words in print, the award and the persistent requests for more from customers, inspired me to write and self-publish another book, Sharing Mtn. Recipes; (an awesome collection of 472 easy recipes, to be enjoyed at both low and high altitudes).

Why I self-publish, I'm not sure, but it sure feels amazing to put my hands around my books, hold them close, smell them and flip through the pages; and know that somehow I did it. These are my words and my design, not those of a stranger, and for me this is what self-publishing is all about!

But, this article is not about my books, rather it's to share my experiences in Self-Publishing and please know I have learned an awful lot in the last few years. The most important Lesson that I can share: if you honestly believe in your words, your story, your message and work of written art, GO FOR IT and be proud of what your have accomplished.

Self-publishing is not an easy, nor inexpensive task. First you need a concept, then a good, well respected Editor (not a relative or friend) who can edit your words to flow more adequately, edit your grammar and possibly help formatting the pages. If you plan on including graphic images or color photos, I suggest securing a Graphic Designer (illustrations, fonts, layout, etc). For purposes of selling your books to the retail market, you also need a Bar Code, a designated retail price, and an ISNB# (ID number) which can be bought at R.R. Bowker for a minimal fee. Lastly you need a printer.

My experiences have been both wonderful and horrible, though I don't regret a moment, as I learned so much. My first Editor was above and beyond what I could have ever expected. She was a pure delight and a tyrant, who had been involved in the writing aspect of Culinary World for over 50 years. I met her when she was 78, and continue to refer to my original manuscript for guidance and laughter. Why, because on most pages in bright red ink, were the words: "Stop this, Stop this right now, STOP IT, NO this is unacceptable, etc"! Those words still guide me today. (TIP: Never argue with women above 72, you'll never win, even when right!)

For my 2nd book, I wasn't as lucky, as she had developed Alzheimer's, thus couldn't focus anymore. But with help of colleagues, all was accomplished beautifully---eventually.

I hired the same Graphic Designer as with my first book. Although she is very good at what she does, I found that she thought too highly of herself and her work, as she refused to accept any 'constructive criticism' or suggestions and actually threatened to discontinue the project when it was ¾ finished. Thus, I found contracting with her again was a Big Mistake! Besides she severely ripped me off! As an example, her bid was 2600 lower than the actual fee she charged me, and she refused to supply me with my files until I paid her the amount she desired. Then reality hit, when the book was within minutes of going to print. The Creative Designer at the printing company and I, discussed how a cherry on top of a brownie looked like a 'milk dud' and needed a bit of color tweaking to depict the cherry's proper tone. I called my graphic designer, knowing that it would take her seconds to do. HA! She informed me that it would take 2 hours (delaying the print) and she would have to charge me an additional $200. We argued, (as this was requested before and she neglected to fix such) and while we argued, the printer's creative designer sent me a copy of what took her seconds to do. The red tone was back in the cherry. Hence, that G.D and I have not spoken since.

Live and learn right! Word of experiential advise: be careful of who you hire, make comparisons with others, and always look at and contact all referrals!

Printing and Printing companies: Due to the fact, that initially I knew absolutely nothing about the world I was entering, I had my 1st book printed with a company/factory suggested by that Graphic Designer. Another BIG MISTAKE--I should have done my research! My 1st book was finally printed, shipped and received; I was thrilled by the look, feel and smell. But then I began to notice that once I removed the surrounding shrink wrap, several of the book covers were warped. To make a long story short, a large international publisher (as well as others) advised me to request a 10-20% discount, when I ordered a reprint. I did and they refused, but I ordered the reprint anyway as I was running very low on books quickly and the Holiday season was just a few months away. I had it reprinted in soft cover to avoid warping, lower the retail cost and save a few pennies shipping to stores and distributors. Although sales remained good, a few customers returned books, for the covers were dirty, scratched, and unacceptable. (I often wonder if a larger publisher would receive the same.) Needless to say, I contacted the printing company, sent them copies of damaged books and their only response was for 'me' to take a cloth and wax remover and wipe each cover clean.

With this absurd response in mind, when I was ready to print my 2nd cookbook (Sharing Mtn. Recipes), I contacted other printing companies for quotes. Oh my, the differences in prices ranged between $20-48,000 (I include 4-color pages (photos) which raise the cost considerably, novels do not cost as much). I chose a printer, with factory contracts in China. They were and are great people/company, who actually bend over backwards to help your book get printed acceptably. I say this for the 1st factory they used, literally screwed up the print and the galley samples. The spine was falling apart, pages were falling out, ink was bleeding onto adjacent pages etc. They looked like a nightmare of which I wanted to awaken from. BUT----before I could even reach for the phone to call the company, I heard its desperate ring. It was the Boss from Seattle, informing me that the books were unacceptable and would be reprinted at a different factory. A couple months later I received my beautifully printed books, which look almost as scrumptious as the recipes within.

Lastly, many think that you can become wealthy in the self-publishing business and some actually do, but many more do not. Shipping costs, gasoline, reprints and marketing have taken most of my funds received, for as a self-publisher it is up to me to sell my books, no one else.

The last few years have taught me the ups, the downs and the joys of a whole new exciting world---writing and self-publishing. As said, I have no regrets, as it has been a wonderful experience overall! I may not get wealthy as a Self-Publisher, but for me I get something better: smiles, hugs and "thanks yous". I hear: "Your recipes are the best", "Your Sharing book is Dee-licious, I use it daily", "Your tips and recipes in Baking are sooo good" "I love you books", etc. etc. To me these comments are priceless and I'd do it all again if need be.
ENJOY the experience!
Visit Randi, The Muffin Lady.