What One Author Learned After Publishing Books Both Ways

Every year I talk with authors who ask the same question:

“Should I pursue a traditional publisher or self-publish?”

Many people expect me to champion self-publishing because that’s the work we do every day. But the truth is, I don’t believe there is one “right” path for every author.

Both publishing models have strengths. Both have challenges.

Recently, one of our clients gave me a perspective that I think every aspiring author should hear.

Eight Books. Two Very Different Publishing Journeys.

On August 1, Michael D. Doubler released his eighth book, Mysteries of the Second Coming: An Action Guide to the End Times.

What makes this project unique is that Michael’s first seven books were traditionally published. This is his first experience as an independent author.

After completing the project together, I asked him a simple question:

How did self-publishing compare with your previous publishing experiences?

His answer was thoughtful, balanced, and refreshingly honest.

He summarized successful book promotion in just three words:

“Money, content and platform.”

I couldn’t agree more.

Those three elements determine the success of nearly every book, regardless of how it is published.

front cover and spine of Mysteries of the Second Coming

What Traditional Publishing Still Does Well

Traditional publishers bring tremendous value to the table.

Many have established relationships with reviewers, conference organizers, media outlets, booksellers, and industry influencers. Those connections can open doors that are difficult for an individual author to access.

As Michael explained, institutions often prefer working with other established organizations rather than individual authors.

That network is valuable.

Traditional publishers also absorb much of the upfront financial risk. Authors generally don’t pay for professional editing, cover design, interior formatting, or production costs.

Those benefits are real.

Why Authors Continue Choosing Self-Publishing

Michael also discovered several advantages that many independent authors appreciate.

You retain control of your content.

One observation particularly stood out to me.

Michael noted that traditional publishing agreements often limit how authors can reuse their own content for marketing.

With self-publishing, authors maintain far greater control over excerpts, promotional materials, companion resources, and future uses of their work.

That flexibility becomes increasingly valuable as authors build newsletters, YouTube channels, Substacks, podcasts, and speaking careers.

You keep more of each sale.

Traditional publishing royalties commonly range from 6–10%.

Independent publishing allows authors to earn substantially more per book sold, although they also assume the upfront investment required to produce a professional-quality book.

Higher profit per copy doesn’t automatically mean higher overall income—but it does give authors greater financial control over their business.

You publish on your schedule.

Traditional publishing often requires long production timelines.

Independent publishing allows authors to move much more quickly once the manuscript is complete and professionally prepared.

For time-sensitive nonfiction, ministry resources, business books, and topical subjects, that speed can be a significant advantage.

The Reality Few People Talk About

One part of Michael’s response deserves special attention.

He wrote: “Creating your own promo/sales platform…can be a challenge.”

I hear this from authors almost every week.

Publishing a book is no longer the finish line. It’s the starting line.

Whether your readers gather on YouTube, Facebook, LinkedIn, Substack, podcasts, conferences, churches, professional associations, or through your email newsletter, you must give them a reason to discover your book.

Simply uploading a book to Amazon is not a marketing strategy.

Michael’s Marketing Plan Is Worth Noticing

One reason I believe Michael has positioned this book well is that he understands exactly who his readers are.

Instead of hoping readers will find him online, he’ll be speaking at conferences around the country where his audience is already gathered.

He also prepared months before launch by making the book available for preorder through retailers before release day.

Those aren’t accidents. They’re part of a thoughtful marketing plan.

The most successful authors I work with don’t wait until publication day to begin marketing. They begin building momentum long before their book is released.

Self-Publishing Doesn’t Mean Doing Everything Yourself

One misconception I encounter regularly is that self-publishing means working alone.

It doesn’t.

Successful independent authors assemble a professional publishing team.

✅ Editors help shape manuscripts that readers want to finish.

✅ Designers create covers that compete in crowded online marketplaces.

✅ Interior formatters ensure the reading experience reflects the quality of the writing.

✅ Marketing professionals help position books for the right audience.

The author remains in control—but they don’t have to become experts in every part of publishing.

My Biggest Takeaway

After helping hundreds of authors publish their books, I’ve reached one conclusion.

Traditional publishing and self-publishing are not enemies. They’re simply different business models.

Traditional publishing offers established infrastructure, industry relationships, and lower upfront costs.

Self-publishing offers greater creative control, faster timelines, higher earning potential per book, and ownership of your publishing decisions.

Neither path guarantees success.

Both require excellent writing. Both require professional presentation. And both require intentional marketing.

As Michael reminded me, successful book promotion ultimately comes down to three things:

Money. Content. Platform.

No matter which publishing path you choose, those three elements deserve your attention.

How will my readers find my book, no matter how I publish?

If you’re considering self-publishing, don’t start by asking, “How can I publish my book?”

Instead, ask:

“How can I publish a book that readers will discover, purchase, enjoy, and recommend?”

That’s a very different question—and one that leads to much better decisions.

Because publishing your book is only the beginning.

Helping readers find it is what comes next.

Ready to Explore Self-Publishing?

Whether you’re writing your first book or, like Michael Doubler, bringing years of publishing experience to a new independent venture, one thing remains true: your readers will judge your book long before they read the first page.

A professionally designed cover, a well-formatted interior, and a thoughtful publishing strategy help your book compete with titles from major publishing houses. Self-publishing gives you the freedom to make those decisions—but you don’t have to make them alone.

At Becky’s Graphic Design, we’ve helped hundreds of authors transform their manuscripts into polished, market-ready books. From cover design and interior formatting to eBook creation, metadata, and self-publishing guidance, our goal is to help you publish with confidence and present your work at the highest professional standard.

If you’re wondering whether self-publishing is the right choice—or you simply want an experienced team to guide you through the process—we’d love to talk with you.

Schedule a complimentary Book Readiness Review, and let’s discuss your goals, your audience, and the publishing path that makes the most sense for your book.

Because a great manuscript deserves a great publishing experience.