Guest Blog by Publishing Consultant Susie Schaefer: Top 20 Mistakes to Avoid Before You Finish the Book
- Michelle M. White
- Aug 7
- 4 min read
While many first-time authors dream about getting picked up by a traditional publisher, the process of pitching to a publishing house can be time consuming and expensive. Many new authors, particularly nonfiction authors who have a business and their book supports their marketing plan, Self publishing is a much more feasible way to get their message out to the world.
Some of the benefits of indie publishing is that YOU get to control your budget, timeline, and content. Here are some common mistakes that can be avoided to make your book look professional, to put your best foot forward.
Not using a writing coach! One of the first steps for keeping your writing on track and on purpose, a writing coach helps with accountability, consistency, flow of the book, and helps you get unstuck.
Unprofessional editing; not just a proof edit! Investing in professional editing (development, line & proof editing) is essentially the key to moving forward once you’ve got a “finished” draft of your manuscript.
Trying to go it alone, a.k.a. “boot-strapping” your book. Book coaches, publishing consultants, shepherds, and doulas know their way around the publishing industry and how various systems work, which is much more time efficient than you having to make heads or tails of how it all works.
Not asking for connections. Book coaches have resources that are worth their weight in gold, and can make recommendations for professional editors, book designers, public relations and media agents, book marketers, and more.
Improper spelling. It’s not Forward (as in moving ahead), it’s FOREWORD (as in “the words before”). And Acknowledgments (in American English) is spelled without an “e” after the “g.”
An incomplete copyright page. This is one of the biggest mistakes in the indie publishing industry. Be sure that you have all the necessary items to ensure that this legal document is up to par.
Formatting Mistakes: Headers and footers appearing on blank pages is a big no-no, and can be avoided by using a professional interior book designer (also known as a formatter). Poor interior layout includes spaces between paragraphs, too-small margins, and chapter pages that lack unique or interesting design elements.
Bulk printing 1000 or more books, versus using Print-On-Demand (POD) services. Why keep boxes of books in your garage? POD allows you the flexibility to order online as needed and ship directly to venues for speaking engagements.
Using the wrong color paper. Yes! There are different colors of paper for the interior of your book. Cream-colored paper is an industry standard, unless you’re publishing an image-heavy book.
Short-cuts on your cover. Book design is much more than simply using a graphic designer. Professional book designers have an understanding of the book market, publishing standards, and spine measurements. The cover of your book is the ONLY chance to make a great first impression!
Long back cover content. The back-of-the-book-blurb should be around 150-ish words and not fill up the back cover. Your author bio should be only a couple sentences and include a terrific head shot.
Publishing without an “imprint.” Publish under your business name to protect your content. Even better? Develop a media or publishing division of your company or LLC to give it that extra sparkle.
Using free or “borrowed” ISBNs (book identifier numbers). You must purchase it in your own name to be additionally sure that your content is protected. Purchase your ISBNs under your imprint through Bowker (for U.S. books).
Starting your cover design too soon. You may have an idea of your cover design; however it’s best to wait until you’ve been through a round or two of editing, just in case themes or topics change.
Not embedding your barcode on the cover. Whoopsie! Book buyers look for the details, including a properly-designed barcode with a human-readable price. Pro Tip: Put the BISAC code (book industry category) above the barcode to facilitate where your book is shelved.
Getting stuck on the original title/subtitle. Consider that the perfect title may just jump out while in the editing phase. Once you’ve finalized your title & subtitle, start looking at options for your cover design.
Publishing without seeing a print proof. You’ll have multiple times to read through your book, and getting a physical copy (print/press proof) to review is the last step in the process. You’ll be amazed at what errors you find when you hold your book in your hands.
Scheduling your book launch too soon. Wait to schedule your event until you have approved the print proof to ensure you will have books delivered in time for your event.
Not budgeting for book marketing. Create your book marketing plan early in the process, ideally during the editing phase, to start marketing your “Coming Soon” campaign as soon as you have the front cover of your book.
Using POD services for pre-sales. By offering your pre-sale book via your website instead of online programs, you have the opportunity to capture email addresses and add to your list.
Final Thoughts
Publishing a book can feel overwhelming, but you don’t have to navigate it alone. By understanding these common mistakes and making intentional choices, you’ll be setting yourself up for a more joyful, empowered publishing experience.
Your story matters. And when your book reflects the care, clarity, and professionalism it deserves, your message has the power to truly make an impact.
Know someone who’s working on their first book? Feel free to share this article. It might be just the encouragement they need.
Guest Article by 🍍 Susie Schaefer: Susie Schaefer is a Certified Publishing Consultant and Book Doula who empowers authors to share their stories with purpose. Through her intuitive, heart-centered approach, she helps entrepreneurs, coaches, and change-makers professionally publish books that support their mission and expand their reach. Learn more at finishthebookpublishing.com.
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