MARKETING Author must manage. Many variations of help exist, but all are paid. PRESTIGE AND PERCEPTION Variable, totally depends on the quality of the book. TIME TO PUBLISH As fast as you can manage. ADVANTAGES INCLUDE: • Full ownership of rights and royalties • Completely customizable in all aspects • Fast to market • Total marketing control • Total creative control • Total freedom DRAWBACKS INCLUDE: • It is a lot of work to do it right • If it’s unprofessional, will result in poor appearance and low status • Time consuming to learn and manage the process yourself • If you hire excellent professionals to help you, it’s expensive SELF-PUBLISHING PROBLEM #1: CAN YOU DO A PROFESSIONAL JOB? This is the crucial question for self-publishing, one that trumps every other. If you can do a professional job with your book, then self-publishing is almost always the best bet for most authors. hOW TO PiCk ThE righT BOOk PUBliShiNg OPTiON · 325