Before You Publish: Seven Decisions That Make the Journey Easier

By Andy Mc Dermott author and Director of Publicious

Finishing a manuscript is a remarkable achievement. It represents months, sometimes years, of imagination, discipline and persistence. Yet typing “The End” does not mean the publishing decisions are over. In many ways, it marks the beginning of a new stage: turning a private manuscript into a book that readers can discover, understand and enjoy.

As both an author and a publisher, I have seen how much easier this stage becomes when writers make a few important decisions early. None of them requires knowing everything about publishing. They simply help you move forward in the right order and avoid expensive corrections later.

1. Decide who the book is for

“Everyone” is rarely a useful answer. A book becomes easier to edit, design, describe and market when you can picture its most likely reader. Is it for parents reading aloud to young children, experienced crime-fiction readers, people facing a particular life challenge, or local-history enthusiasts?

This does not mean excluding other readers. It means giving the book a clear centre of gravity. When you know who you most want to reach, decisions about language, length, cover style, format and price become more focused. A clear reader also helps editors and designers understand what the book needs to achieve.

2. Separate writing from editing

Writers are often too close to their manuscripts to see every repetition, gap or inconsistency. That is not a failure; it is a natural consequence of knowing the work so well. Your mind supplies information that may not yet be on the page.

Before paying for professional editing, give the manuscript time to rest. Then read it again slowly, preferably in a different format. Printing a chapter, changing the font or reading aloud can reveal problems that remain invisible on the usual screen. After this self-edit, decide what level of professional help is appropriate. Structural editing, copyediting and proofreading solve different problems, and they should happen in that order. Proofreading a manuscript that still needs major rewriting wastes time and money.

3. Be clear about the publishing path

Traditional publishing and self-publishing are not simply two versions of the same process. They involve different timelines, responsibilities and forms of control.

A traditional publisher chooses which books to acquire and generally controls production and release decisions. Self-publishing allows the author to retain control, but it also makes the author responsible for assembling the right professional support. That may include editing, cover design, typesetting, ebook conversion, printing, distribution and metadata.

Self-publishing should not mean doing every task yourself. It means being the publisher and making informed decisions about which tasks you can perform well and which should be entrusted to specialists.

4. Treat design as communication

A cover is not decoration added after the “real” work is finished. It is the book’s first piece of communication. In a few seconds, it needs to suggest genre, tone and intended audience. A beautiful cover that signals the wrong genre may attract the wrong reader—or no reader at all.

The interior matters too. Typography, margins, headings, paragraph treatment and spacing influence whether reading feels effortless or tiring. Children’s books, novels, memoirs, poetry and practical nonfiction each make different demands on the page. Good design does not call attention to itself; it helps the reader enter the book without distraction.

5. Prepare for print and ebook as different products

A print book is a fixed physical object. An ebook is usually reflowable, which means the reader can change font size and screen orientation. A file that looks correct as a printed PDF is not automatically a sound ebook.

Plan each edition according to its purpose. Images need suitable resolution and colour preparation for print. Ebook images need efficient file sizes and accessible presentation. Tables, footnotes, decorative text and complex layouts may need special treatment. Thinking about editions early can prevent the frustrating discovery that a design created for one format cannot simply be transferred to another.

6. Understand distribution before ordering stock

Writers sometimes assume that making a book available through online stores guarantees sales. Distribution creates availability; it does not create demand. Readers still need a reason to notice and choose the book.

Print-on-demand can make a title available without storing hundreds of copies, while an offset or short-run print order may offer a lower unit cost for events, direct sales or an established readership. The right approach depends on your audience, budget, storage space and sales plan. Before ordering a large quantity, decide realistically how the books will reach readers. A smaller, well-planned print run is often better than boxes of books with no clear destination.

7. Begin marketing before publication day

Marketing is most effective when it grows from the book’s intended readership. Start by preparing the foundations: a concise description, an author biography, suitable images, retailer metadata, a simple website or landing page, and a manageable communication plan.

You do not need to be everywhere. Choose the channels where your likely readers already spend time. A local author may benefit from libraries, community groups and regional media. A specialist nonfiction author may reach readers through professional networks, talks and articles. A children’s author may focus on schools, parents, educators and reading events.

The aim is not to make extravagant promises. It is to help the right readers understand why the book may matter to them.

Publishing rewards patience

Every book presents different challenges, and no checklist removes all uncertainty. However, making these decisions in a sensible sequence gives the project a stronger foundation. Know the reader. Strengthen the manuscript. Choose the publishing path. Invest in appropriate design. Prepare each edition properly. Understand distribution. Build a realistic way to reach readers.

Most importantly, do not let the unfamiliar parts of publishing diminish the achievement of writing the book. Ask questions, seek clear explanations and work with people who respect both your goals and your rights. Publishing is not one dramatic leap from manuscript to finished book. It is a series of manageable decisions—and each good decision brings the reader a little closer.