Self-published books still have a bad name because of bad writing and poor design. You can avoid that by doing your best writing and getting an editor or two. You cannot edit your own work; always seek a fresh pair of eyes. Buy the best editor and graphic designer you can afford. Self-publishing does not mean you do it all by yourself. Think of the self-publisher as a contractor. Find the best subcontractors to construct your book. You will want your book in the best possible condition before it goes to press.
Self-publishing does not mean you print copies and spiral-bind your book. Look for a press that will give you direction on formatting and cover specifications. Many authors are creating their own publishing houses to purchase International Standard Book Numbers (ISBNs) and using their branding on the finished product.
You can do this with companies such as LuLu or Book Surge. Do research on all the presses open to self-publishers. Compare services and prices of several presses. Do not forget to see what they offer in terms of book distribution. Know how they sell books to bookstores and individuals. Then decide which press should be entrusted with your manuscript.
Authors with traditional publishers are expected to do the majority of book promotion. Self-published authors must do all of their own book promotion. Writing and publishing your book is just the beginning if you want to sell your book. It is not just about recouping your costs. Writers want to be read, and marketing your book is an essential part of self-publishing.
Several new ways of marketing books trump the old ways. An old-school book signing may only sell six books, but the same amount of time spent building your online presence and creating a viral buzz about your book may be more productive. Writers are creative people and are able to invent innovative ways to push their wares.