Book Planning and Timeline Information for Self-Publishers

I often receive questions from authors about planning which service providers they need for their book, and how to figure out their book timeline. The more complex their book, the more service providers are involved, and the trickier figuring out a realistic timeline becomes, especially if you’re self-publishing for the first time or creating a complex non-fiction book that has a variety of appendices or resource lists, passages in a foreign language, or lots of endnotes / footnotes / captions. I get questions like:

• Does the proofreader look at the manuscript before or after design and layout?

• When does the indexer work on the file?

• How far ahead do I need to find and book an editor, proofreader, designer or indexer?

Photo by Thought Catalog

While every editor, proofreader, book designer or indexer works a bit differently, in this article I try to give a general idea of the timeline and order in which you will work with each.

The progression of book development, at least as it reaches it’s final stages, often involves the following service providers in the following order:

1. Editor - The editor may help you with substantive or structural editing (higher level editing) or line/copy editing. They may also help you to create things like appendices, bibliography, resources pages, endnotes, etc. or at least check the content you have created for clarity, style and accuracy.

2. Proofreader #1 - Depending on how complex the editor’s changes were to your file, you may want to hire a proofreader to go over the text with a fine tooth comb. Even though some editors proofread, it’s best to get someone different, who has not yet seen your manuscript, to look at it at this stage. Fixing typos after full design and layout gets very tedious (for me) and expensive (for you).

3. Book Designer - Once the manuscript is completely polished, it is put into one, clean Word file and sent to me, the designer. Depending on what I have been hired to do, at this point, I work on cover design, interior sample page design, and full interior layout. (Note: front cover design can start while the editor is working, if title/front cover text is finalized. But usually I do not start on any interior design samples until the manuscript is completely finalized.)

4. Proofreader #2 - I always recommend that a new set of eyes go over the fully-laid-out book cover and book interior at this point. Proofreader #2 is watching for regular typos but also for any layout errors, like an incorrect running header or page number. (At this point you should also read the whole book one more time, too.) This last proofread is especially important if you are printing your book traditionally (not print on demand), because once you have 500, 1000, or 2000 copies of your book printed, you really don’t want to find any errors in them.

5. Book Designer (Again) - At this point, I make any final changes from the proofreader or author and create a file the indexer can use to create the index.

6. Book Indexer - If the book requires a paginated index, at this point (once you are 100% sure the page positions or oder won’t be changing) the indexer begins the magic of indexing and provides a static index document (usually a Word file) for the designer.

7. Designer (Yet again) - Once the index is ready, I insert it in the back of the book. At this point I create the final, print-ready book files, and then adapt the print book to ebook if required.

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How far ahead should you book each of these service providers? And then how long do they each take to do their part? This depends a lot on the complexity of your book and how busy your chosen professional is. But here’s an idea:

• Editor: Book 2-3 months in advance, and plan at least 1 month for editing.

• Proofreader: Book 1-2 months in advance, and plan at least 2 weeks for proofreading.

• Book Designer: Book 2-4 months in advance, and plan at least 3 weeks for cover design, 4-7 weeks for sample interior layouts and full layouts (depends a lot on complexity: think black and white autobiography with 10 photos vs. full color cookbook with 200 images and 50 illustrations.) Add 1-2 weeks for ebook adaptation.

• Indexer: Book 1-2 months in advance and plan at least two weeks for indexing

There are many moving parts to coordinate with a book project, and every professional who works in this industry knows that self-published books may move at a slower pace than the author originally expected. It’s not uncommon that a client asks me to shift them a bit later on my calendar, which is usually possible! I currently have a complex non-fiction book that has been at the final proofreader for over a month, which has shifted my schedule, too. But as you can see from the list above, it is wise to plan for at least 4 months for editing, proofreading, design and indexing, and to start finding professionals well before you need them. So from the time that you think your manuscript is as finished as you can get it, plan at least 4 more months before you expect to hit print.

If organization is not your strong suit, you might consider hiring an assistant to coordinate all the parts and pieces of a large book project, or at least using an app like Tyme to keep your timelines, service providers and information organized!

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If you have more book design and production questions, visit my articles page. I have written about many of the topics above in much detail, such as:

Editing and Proofreading Information for Self-Publishers

Indexing Information for Self-Publishers

Ebook Adaptation Information for Self-Publishers

What Does a Printer Need to Know Give Me a Book Printing Price?

FAQ about Cookbook Design and Layout

Cookbooks are one of the most complex kinds of books. If you’re feeling a bit overwhelmed with your cookbook project, you are not alone! One cookbook creator said to me, “Thank goodness that ignorance is bliss. We didn’t know what we didn’t know, or who knows if we would have been brave enough to take on this cookbook project! I’m a little overwhelmed with pulling this all together…” I have compiled some of the questions my cookbook clients have asked me, to help answer some of your questions, too! If you have more questions, just fill out the free consultation form to get in touch.

Photo by Brett Jordan via Unsplash

I have a cookbook that I really love. Can you copy the style of that cookbook for my cookbook?

I always ask to see some of your favourite cookbooks and also some cookbooks from a similar genre (cookbooks that might sell next to yours) before I start designing. You may not have the words to describe the style that you like, but when you show me visuals, I can find the common theme flowing through all of the books you like and come up with a design that has the same feel without directly copying someone else’s cookbook!

What size should my cookbook be?

Please read my article here about what size to make your self-published book. This is something that must be decided before design and layout can begin, and may be influenced by what printer or style of printing (print on demand vs. offset) you are using. Learn more about getting pricing or info from a book printer here.

Are my photos good enough for a cookbook?

If you are working with a professional photographer, your images should be high enough quality for a cookbook. But if you are shooting your own images, do lots of researching and practicing to make sure you are producing images that are high quality. If you want me to check the resolution of an image for you, or give an opinion on the quality of the photos themselves, I can do that. Learn more about how to shoot photos for a cookbook at this link.

Some of my cookbook images need editing, can you recommend a good photo editor with experience in food photography editing?

I know an excellent photo editor and can put you in touch with her. She does both Photoshop retouching (like removing wrinkles) or general editing (giving all of the photos in the cookbook a similar look and feel).

Do I need to have all of my files (text and images) ready for you to be able to begin working on my cookbook?

Usually a cookbook project starts with the cover design. If you have everything you need for the front cover, and a draft of the interior text and images so that I get a feel for the cookbook, I can design the cover. I can also create sample layouts for the interior (such as a few sample pages for each main page style, like opening pages, recipe pages, photo pages, article pages) before everything else is ready. But after the cover design and interior sample layout are done, I wait until all the remaining material except the index (which cannot be created until the print layout is fully finalized and no page positions will be changing) is completely finalized.

For some clients, I divide the project into two stages. Stage One is the cover and interior layout sample stage. Then they approach publishers with those samples, and when they find a publisher (or if they decide to self-publish) they come back for Stage Two, which is the full interior layout and design, spine and back cover layout.

If I want to print my cookbook in both soft- and hardcover, can I use the same pdf files for both editions?

As long as the page size of your book is the same, the interior files are exactly the same. The cover needs to be adapted for the two different cover editions, because the hardcover cover files need to be a lot larger to wrap around the hard board of the book cover.

Do I need an ebook version of my cookbook file? If so, what kind of file do I need?

Many cookbooks are released as ebooks as well, but that is not always the case. Research your target market and other cookbooks in your genre to see if they release both paper and e-editions or just a printed cookbook.

Should my cookbook ebook be fixed format or reflowable format?

A fixed format ebook would look just like your printed book visually. The format is “fixed”. This can be OK if the readers view it on a tablet or bigger screen, but if a person looks at it on a small screen like a phone, the text will be very small because the whole page will scale down to the size of the phone.

A reflowabale format ebook will reflow the text size, page size, image size, etc. to fit the size of the screen or device, but in so doing it loses the original formatting and it a bit more plain (think of a simple website, all the information is there but there is not a lot of fancy formatting.) If you look at this cookbook on Amazon and check the “look inside” feature for the Kindle (ebook), and then check the “look inside” feature for the hardcover (print), you will see how the Kindle book (epub) is formatted more simply. This is a reflowbale ebook.

I think the reflowable format is the best option for a cookbook because people so often look at ebooks on small devices and for ebooks, usually the content is more important to the reader than the visuals. More ebook adaptation information can be found here.

What does it cost to adapt a print cookbook layout to ebook?

It is not possible to give an exact price without seeing the complexity of the cookbook formatting, the number of images, the amount of front and back matter, etc. A wide range would be something like USD$400 to USD$800 to create an epub file from a print layout file that I have created. If I made the print files, then I know that I can make them into ebook files. However, if you are providing files I did not create, I have to check first if they are files that I can work with.

Do the cookbook files that you create belong to me in the end?

Yes, you own the rights to your cookbook files, both the pdfs and the editable (Adobe InDesign) files if you want them. Please be sure to request the editable files at the end of the project if you want them.

How To Check Your Reflowable Ebook File

You did it! We did it! Your print file is ready to go and you may have already sent it off for a test print. Now there’s just one last file to check and/or upload—your reflowable ebook file.

At this point, you have two options:

1. Simply upload your .epub or .mobi file to the website(s) that will distribute it for you. (Often this is Amazon KDP or IngramSpark if you are self publishing.)

2. Open your ebook in an e-reader (an app on your computer, phone, or web browser) and review it before uploading it.

If you are going to review your ebook, how are you supposed to do that, and what are you supposed to watch for? Reviewing your ebook involves a certain level of tech savviness and an understanding of how reflowable ebooks work.

Your book has been adapted to ebook. It’s not been converted at the push of a button with some magical software. I partner with a developer, Luca Funari, to make your ebook file and to make sure it is coded in a way that will work on any and all e-readers. Visually, we try to keep some of the same “look” of your ebook to maintain your brand. But the way the body font looks, the way it flows on the screen, the way the text wraps around graphics—these kinds of things are different in an ebook.

If you are expecting that your ebook will look just like your print book, you will be confused and disappointed. This side-by-side comparison of a print book and an ebook may help you to understand how different an ebook is visually from a print book. And the information below should help you view your ebook accurately, if you want to check it over.

Review the content, but not the formatting

When you look over your ebook file, you are checking to be sure that all the basic content is there and correct. The chapter header should proceed the chapter body. The caption should be below or above an image, if there was a caption below or above it in the printed book. However, visual aspects of your book like fonts, where one page ends and another begins, are lost in an ebook. In fact, the ebook reader can dictate which font they want to read the book in, whether they want to read it on a light or dark background, what size the font should be, etc.

Review your ebook in the latest version of e-reader software

Warning: The previewer / viewer provided by Amazon KDP after you upload your file does not give you a reliable preview of your book. It shows you a mockup of the Kindle device but the settings from the actual device are not really reproduced accurately.

If you are reviewing a book for Kindle on your computer, you will need to do this using the latest version of the Kindle Previewer (preferably on a PC/Windows operating system, to have the most accurate results).

Another good option is to review the book on your phone using the official Kindle app, or on a Kindle device, as long as the phone or Kindle is running the latest version of the Kindle software.

If you are reviewing an epub file that is not for Amazon/Kindle, be sure to also use the latest version of the software you are using, no matter your device. But be aware that it may look a bit different on each device.

Review your ebook in several different e-readers or apps

If your ebook (epub file) is going to be distributed several different ways (ie: not just through one distributor), try to look at the file on several different devices. This may also help you to understand that your ebook will look slightly different on every device.

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Whew, that was technical, right? If you loved the look of your printed book, or don’t usually read ebooks, it may concern you out to see your book in the simpler format of ebook. But know this: people who read ebooks are not reading them for beauty, they are reading them for their functionality, ease of distribution or lower price point. They’re used to seeing ebooks, even if you are not, and have never seen your print book! Their expectations are low in terms of visuals in an ebook; they’re there for the content.

After reading this article and reviewing your ebook, if you think there is a “bug” in your ebook, let me know. Sending me a screenshot or photo, as well as letting me know which app or software you viewed it on, can be helpful!

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For more information about ebook adaptation, see the Ebook Adaptation section on my Articles page.

How to Transfer or Email Big Files for Your Book

If you are developing an image-heavy book and need to transfer a large number of photo or graphic files to me, especially tiff or psd (Photoshop) files, you will likely find that attaching them to an email will not be sufficient. Or you can attach them to an email, but only one by one (if you have more than a handful of images, please don’t send them one by one!) Here are fives ways to potentially get a folder of big files to me, for me to provide an estimate or for me to begin your book design.

Use a free file transfer service

There are various free file transfer services (usually they become “un-free” if your files are too big) and my favourite just due to easy of use is WeTransfer. All you need is your files, my email address and your email address. You should not have to create a username and password to use WeTransfer. WeTransfer is good for a “one-and-done” transfer, if you will be sending all the files all at once.

Ask me for a Dropbox folder link

The transfer method I use the most is Dropbox. I can email you a link to a folder that only you and I will have access to. Once you have that link, it may be as easy as clicking that link and pulling the files from your computer into your web browser and letting them upload. Or, you may need to create a Dropbox account (using your email address) if you don’t have one, but this is a straightforward process that just takes a minute or two. We can use the same folder link again if you need to add more images, or if I need to send you a pdf proof that is too large to attach to an email.

Send them via Google Drive

If you have a gmail account or are more familiar with Google than with Dropbox, you can use Google Drive to share files. This can be done for free up to a certain file size.

Get your photographer to transfer the files

If you are working with a professional photographer, the photographer will know how to transfer big files digitally. Connect your photographer directly with me and they can send me a download link.

Send them via mail on a hard drive or pen drive

Although sending your files via hard drive or pen drive is slow, it is still sometimes the most reliable and cos-effective way to send enormous, heavy graphics for your book. This is of course more efficient if you live in the USA like I do, but even when I lived in Europe, I had an American client send me his files this way. If you would like to use this method, just ask me for my postal address. 🇺🇸

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Self-publishing an image- or graphic-heavy book is a significant endeavour. If you are still at the research and conceptualisation stage of your book, or don’t have all the images ready yet, I recommend booking a brainstorming call to discuss how to create your content and collect your files/graphics efficiently. If your book has lots of tables, charts and graphics, here are some pointers for achieving a professional look and feel to your book. If you are still collecting images and want to make sure you find images that are print quality (as some images are too fuzzy-looking when printed), try searching on these websites.

Case Study - Memoir Book Design and Interior Layout

The case studies on my website are based on the Book Done Newsletter, where I share my author clients’ Book Done insights! In this case study, I talk to  Eline Allaart about her book “Positively Triple Negative: Fighting my Tumor with a Dose of Humor”, self-published in 2020.

I designed the interior of this 226-page memoir and adapted it for ebook. I also jumped in at the last moment to make some adjustments to the front cover and design the back cover and spine before press time!

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Positively Triple Negative by Eline Allart is a memoir that documents her cancer journey. Eline shares her experiences, putting a positive lens on her journey.

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Eline’s Book Done Timeline

🐣 Idea hatched: During treatment for breast cancer
✍️ Writing started: Summer 2019
🎨 Files ready for editing, design and layout: September 2020
✔️ Book done (released): October 2020

Eline’s Book Done Take-Aways

Here are my questions for Eline about self-publishing her memoir.

When did you first have the idea for your book?

I always wanted to write a book, but thought it would be fiction. However, when I was battling breast cancer, I felt this intense need to write about my experience. I wanted to turn something negative into a positive, help people, process my own trauma and tackle the perception and taboo of cancer head on. I had all this material, so why not?

How did you come up with your book title?

The idea of the title came to me fairly early on. My type of breast cancer is called Triple Negative. As I love a play on words and a good paradox, I added “Positively” in front of it, which highlights both my mindset and the fact that I tested positive. In addition, it also refers to how my experience was; negative with a lot of positives. The subheading, however, took me the longest. I could not crack it and tried everything. Many subheadings I thought of already existed and I wasn't able to communicate what the tone of the book was and also explain that it was about cancer. That is until I came up with; “fighting my tumor with a dose of humor”.

Which part of your book project was the most fun or rewarding? Which was the most challenging?

Having to figure it out all on my own was overwhelming, yet also rewarding. Since my memoir was about my cancer story, it was important to me that I had full creative control. I am definitely proud of myself for having followed through on writing and releasing my memoir, because it is a huge task.

Editing was definitely the most challenging. I had to take care of everything and assemble the right team (editor, proofreader, designer, etc.) and as a newbie in the industry, that was a gamble. My editor and I were a great fit, and she really encouraged me to go back to the past and write about it with more emotion, depth and raw honesty. It wasn't always easy, but the book needed it and so did I. I really felt like I could close the book on cancer (knock on wood), when others opened mine. I processed it, healed from that experience and created a little legacy in the meantime.

Eline shared her story on Instagram: @postripneg

Which part of your book project took longer than you expected, and why?

I think the editing process took longer than I expected. My book changed so much compared to my first manuscript. If you want a good book, you have to put your pride aside and listen to your editor, but also fight for what you believe in. It's your story and you get to decide how you tell it, yet a second opinion from a professional should be considered with an open mind. 

What was the biggest surprise during your book project??

When self publishing, there's so much to think about in addition to the actual writing. Marketing (which never stops by the way), printing, isbn codes, book design, book editing, etc. It costs money, time and a whole lot of Googling. I would advise new writers to take it step by step and not get overwhelmed with the full to do list as it can be demotivating.

In addition, I was quite worried about disappointing peopleabout how they were portrayed in my memoir. I didn't want to hurt anyone's feelings or step on any toes. I renamed everyone (except family members) to protect their privacy and avoid them feeling judged. I was still fully prepared that some people would be offended, but I have only heard positive feedback!

Tell me a bit more about the cover design you chose.

Because my book is a memoir, I wanted my photo on the front cover, so that people could put a face to the name, to the story.

Claudia Sanches was kind enough to take my cover photo. I wanted a picture that embodied positivity. In the original picture, the wall behind me was blue and I wanted a rose background to subtly hint at breast cancer, so a good friend of mine edited the background color. Julie then finalized the design for both front and back covers.

What service providers or partners did you have in creating and producing your book?

Self-publishing a book is truly a team effort! 

Editor: Laura Kaiser at Word Haven Editorial
Cover photography: Claudia Sanches
Cover design: Usman Saleemi
Book Interior Design: Julie Karen Hodgins
Cover production: Julie Karen Hodgins
Proofreading: Elizabeth Nunes, plus friends & family

Julie is very skilled, fast and good. I loved what she did with the book, adding little touches of design that really made the book look more creative, professional and fun. I highly recommend her.

Eline’s Book Done Tips

• Finding an editor that understands you and appreciates your story, makes a world of difference.

• Be true to yourself and your story.

• Focus on marketing, especially before publishing. To stand out on your own, amidst thousands of other books is hard.

• Do the events, the launch party, and host the talks. People buy books a lot quicker in person than online.

• Working with influencers on social media definitely helps a lot in terms of getting exposure and increasing sales.

• Enjoy the journey. Publishing your story is something fun, special and creative. You shouldn't let the stress or tiny typos cloud the experience.

Eline’s Book Done Technical Details

Quantity ordered: no minimum quantity (print on demand)
Page count: 226
Dimensions (page size): 5 x 8 inches
Binding: Paperback

Interior details
Ink colors: Black ink
Paper: 90g Creme bond
Bleed: Yes

Cover details
Cover stock: 100# white paper with glossy finish
Ink colors: Full color

Eline published her book via Amazon KDP, which is ideal for a passion project like a memoir. Amazon KDP prints your book on demand and takes care of all the logistics, such as orders, shipping and customer support.

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A memoir for you in 2022?

I love learning and helping you share your story. Will 2022 be the year when you get your memoir done?  Book a live brainstorming session via zoom or get your questions answered by email. Let’s get your book done! ✔️

Editing and Proofreading Information for Self-Publishers

Sometimes when I receive a self-published manuscript to review for design, it becomes clear to me that the manuscript is not really ready for design. It has not been properly edited or proofread, and is lacking the polish it should have before design and layout begins.

I try to alert my clients when I see these kinds of problems in the text, but sometimes they forge ahead anyway, sure that the text is OK—or not willing to add more money to the budget to give their text a professional polish.

However, when a manuscript is not properly proofread or edited, one of two things happens, and neither is good: either the book is published with a lot of text problems (embarrassing, unprofessional, leads to bad reviews), or the client finally gets the book edited or proofread after layout (requiring extensive, expensive changes to the layout).

I don’t like to see my clients in either situation, which is why I contacted Adina Edelman from Edelman Edits to help me untangle some of the questions first-time self-publishers or authors may have about editing and proofreading. I hope the insights she’s shared here will make your book a better read and a better sell!

Do I really need to hire an editor or proofreader? I've gone over the manuscript many times myself. 

Before you buy a used car off someone (if you do that kind of thing), do you inspect it yourself and say it’s fine, or do you take it to your mechanic for a thorough check? Obviously, you let a professional handle it. They know what to look for to ensure that this car you’re spending money on will last the journey. It’s better to pay money now than to realize later on that you messed yourself over.

Listen, you are the author of your book. No one can understand it quite like you do. And no one has spent more time on it than you. But that also means your head cannot look at your writing objectively. Putting it aside for a time certainly helps, but nothing can compare to having objective eyes look at it—eyes that have been trained to see what needs improvement and fixing. I’m not just talking about grammar and spelling. Editing is much more than that. There’s voice, structure, consistency, theme, showing vs. telling, and so much more.

The idea of paying for an editor or giving over your precious writing to someone can be difficult. But you don’t want to regret anything down the line. Your book deserves to be handled by a professional.

Do I need to hire both an editor and a proofreader? What's the difference between editing and proofreading?

This is a question many new authors have, and it’s an important one. A good editor is not cheap. Do you really have to hire an editor and a proofreader? Like, really?

Here’s what a proofreader does: quality control. A proofreader looks through the book after it’s already gone through rounds of editing. The manuscript at this point should be 95% clean—almost no mistakes. The proofreader catches the little errors that slipped through the previous rounds of editing, ensuring a quality book. Having a proofread after it’s been typeset is really helpful; the proofreader can see what the content looks like when everything’s been laid out and thereby catch mistakes that cropped up during typesetting.

So yes, it’s really important to have your book both edited and proofread. Sure, the proofread seems like an extra expense, but it’s really not. You’d be surprised by the blatant errors proofreaders catch. Again, your book deserves professional treatment.

Can one person both edit and proofread my book, or should I hire two or more different people? What are the pros and cons of each approach?

The ideal is to hire two different professionals, as the proofreader will be looking at your book with fresh eyes. They might catch things the editor, who’s been doing in-depth editing, might have missed. It’s always good to have more eyes before your book is published.

There’s also the fact that not every editor also proofreads. They really are different forms of the editing process. However, some writers don’t want to deal with finding another professional. It might be more expensive than sticking with one editor. It might just be more of a pain. They might be on a time crunch.

What I will say is that if you choose to use your editor to proofread your book as well, make sure there’s a good amount of time between the editing and proofreading. Perhaps you’ll have it typeset in between to create some space. But make sure there’s a good two to four weeks for the editor’s brain to reset.

Personally, I offer editing along with proofreading for the convenience of the author, but I use the above approach. I make sure there’s time in between. I also always suggest that the writer find a different proofreader, as that’s really the ideal. And what I’ll never do is developmental editing, line/copyediting, AND proofreading on the same manuscript. By the time I hit the proofread, my eyes would definitely overlook things.

What's the best way to find an editor or proofreader for my self-published book? How can I know that a particular editor or proofreader will do a good job? Do editors have specialties? 

It’s very easy to find an editor or proofreader. You can check the Editorial Freelancers Association or ACES: The Society for Editing to see their lists of professionals. You can do a simple search on LinkedIn.

The hard part is finding a good, professional editor for your book. Jane Doe might be an amazing nonfiction editor, but she wouldn’t be amazing for your sci-fi novel. Or you may be looking for someone with years of experience to help you know if your book is marketable. There are also different types of editing, and the one you need will determine whom you should hire. Editors have specialties, and you’ll likely want to hire one that works in the areas you need.

Overwhelmed yet?

Here’s a simple plan:

Do some searching. Make a list of five editors who work in your genre (whether its literary fiction, medical research, or romance) and message them. Explain what your book is about, the word count, what editing you think it needs, and what your timeframe is.

A professional editor (who has availability) will likely suggest a call or a sample edit.

The sample edit is SO important. This is how you see whether the editor will do a good job. The sample allows you to see their editing style, and it allows the editor to see your writing style. More importantly, it shows the editor what kind of editing your book needs, how much that would cost, and how long it might take. Do not hire an editor without seeing a sample edit. That’s asking for trouble.

The first step is to always reach out. If that particular editor says they can’t take on your book, perhaps they can suggest a colleague who’d be a better fit. It’s a matter of networking now.

At which stage in the book writing process should I first get in touch with an editor?

You’ve finished your manuscript. Hurray! Now is a great time to set it aside for a month or two (or three) and then come back to self-edit before you send it anywhere.

During that wait time is when you reach out to an editor. First off, many editors don’t have immediate availability. So waiting until your book is (in your opinion) totally ready for editing will only result in more waiting.

Second, in that sample edit phase, the editor may point out some major things that need work—things that would push off the editing process anyway until you make those big repairs. It may be that your book actually needs a book coach to smooth out the basics before it’s ready for editing.

Writers often have a mindset of “Let’s start the editing NOW,” but their books or their editors might not be ready for that. This is something you should be prepared for. Reaching out during that downtime is a great way to determine how much more work your book needs and when you might actually begin the editing process.

How long does it usually take for an editor or proofreader to go over a manuscript?

This will depend on the editor, the type of edit, the word count, and the writing itself. So . . . there’s no simple answer. :D

A proofread should take the least amount of time. (Because, as I said above, it should be 95% clean.) A 50,000-word proofread will usually take me about a week if the writing is interesting and engaging. (Yes, that makes a difference.)

A line edit/copyedit takes me the most time because of the in-depth nature of the edit. A 50,000-word copyedit will usually take me two-and-a-half or three weeks.

A developmental edit of the same length would take about two weeks.

But again—there are so many factors at play here, which is why getting a sample edit is so helpful. That gives the editor an idea of how long it will take to edit the whole book.

What does it cost to get a book edited or proofread? 

Every editor has her own process for this. Some price by word, some by project. I do the latter, as I feel that’s the most beneficial for both parties. But to give you an idea, a 50,000-word copyedit might cost $1,500. I would suggest looking at the EFA’s rates page so you understand the range that’s out there. That will help you know how much to save up for a professional edit.

Does an editor or proofreader usually get credited in a book? If so, where is the credit line?

This is up to the author. If you choose, you can credit the editor/proofreader in the acknowledgments. (We do a happy dance when you do this.)

Is there anything else you’d like to tell self-publishers about editing or proofreading?

Remember that an editor is there to help you. Any critique or suggestions are made for the book’s benefit; it is never a personal statement on the author. Remember that the book always remains yours. You are in control of every decision. Accept or reject an edit as you feel is best for your story. Just keep in mind that the editor wants this book to be great almost as much as you do, and they’ve been trained to make it so. The editor is your guide through this refining process. Let them help you make your book shine.

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Adina Edelman is an editor based in Baltimore, Maryland, USA. She runs her own editing business for authors and small publishing companies. Her editing style comes down to two things: honesty and value. Learn more about her developmental editing, copyediting and proofreading services here.

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Do you have more questions about editing, proofreading, book design or book interior layout? Feel free to send me a note and I’ll do my best to help you, or to connect you with someone who can help you!

Marketing Ideas for Journal Creators

I love meeting passionate content creators, speakers, writers, and professionals who want to launch a journal and need guidance to get from idea or manuscript to a journal-their-clients-can-hold! We usually meet over zoom to discuss cover colors and materials, design and layout process, printing costs...and more! Although journal design is my wheelhouse, we usually end up talking about journal marketing because, what good is a journal if you can’t get it out to your market? I have come across some interesting journal marketing ideas and want to share some of them with you in this article.

Photo copyright Shoal Projects Limited

Start establishing your brand or online presence well before you want to release a journal.

I meet a lot of would-be journal creators who love journaling and have an interesting journal idea, but have no audience to whom they can sell their journal. The first step in launching a successful journal doesn’t have much with the actual journal itself. It has to do with the background work of building an online presence (brand, website, social media accounts) and finding the people who are interested in what you’re creating (and finding ways to keep in touch with them, like through an email newsletter, Facebook group, or similar). The cost for creating a professionally designed and printed journal, if you print in Asia, starts at around $5,000 for the first 500 copies. Before you lay out that kind of money, you need to make sure you are creating something people will buy and use.

Give away a free download in exchange for an email address.

I have seen a few different journal creators do this: offer a printable worksheet from your journal in exchange for joining your email list. Or offer people the chance to test your journal pages and give feedback before you get the whole journal designed.

Share your journal creation process.

Create content about your journal creation process: a photo of the person who inspired your journal project; a picture of you writing in the woods; a video of you talking about how you brainstormed ideas for the journal; pictures of sample ribbons, paper and faux leather material you received from the printer; or a video of you unboxing the journals. Anything, everything can be social media content especially with a project so visual as a journal!

Consider making your first journal product a bit generic.

Journal creators can’t really use print-on-demand and just print one journal at a time, so you have the heavy front-end costs of printing hundreds of journals and seeing how they will sell. Avoid anything that might make your first journal feel dated quickly, so that you can create a timeless journal that can be used for many years.

What makes your journal feel out of date?

• A logo or website that gets changed. If your brand has not been established for long, you may end up with a name change or logo change before you run out of journals. It might be better to create a website just for the journal but not for the overall brand you are building. For example, my journal design client Felix registered an LLC under the same name as his journal, “Live Your Potential”.

• Dates: A dated journal has to be sold within a very short window of time: who hasn’t seen daytimers on sale for 50% off just a month or two into the new year?

• An ultra-trendy look or content: If you’re capitalising on a social media trend or popular video game or maybe even a color that is already trendy, by the time your journal arrives on the ship from China, that trend might be long gone. For this reason, it’s probably wise to stick to a more classic look and feel for a journal so that it can be sold long term.

Brand your journal with a belly band, bookmark or bag.

A belly band, bookmark, bag, or other “wrapper” that you can put on your journal can be custom designed for a particular event or time. For example, the belly band on a 365 day journal can make it seem branded for 2022, even though the product itself could be used any year. A bag can be stamped with event information or a bookmark can contain phone numbers of local sponsors. Speaking of which…

Photo copyright Shoal Projects Limited

Create partnerships or seek sponsors within your niche.

Brainstorm a list of individuals or organizations who offer complementary services and might be interested to partner with you in promoting your journal. For example, the creator of a journal for adoptive parents can partner with non-profits or government agencies helping adoptive and foster parents. A Christian journal might be given out in event bags at a large Christian event in your area, if you sell the journals to them a reduced rate. A kids’ goals journal could be promoted by a local school or by an online kids’ entrepreneurship company. Approach potential partners asking if you can do anything from a giveaway that they share on their social media pages and website to a sponsorship where they pay for some of your printing costs in exchange for including their logo or contact information on your journal or marketing materials.

Make a journal launch team.

Individuals and agencies who are interested in your journal can help you launch it. Plan the time into your journal launch timeline to give your launch team an advance copy and ask them to promote it during the weeks before the full release. Who doesn’t want a free journal in exchange for a post or two about it?

Hire professionals to help you.

Too many journals fail to fly because they look or sound unpolished. If your journal has a lot of text, you need a professional editor to help you. If your journal has any text at all, you should hire a professional proofreader. If you are not a journal designer or have never ordered a book before, I offer journal design and print ordering services, and will talk to the printer for you if you run into any snags. There are people out there who will help you with marketing and distribution of your journal if you want that. There’s no sense saving $400 in proofreading costs but having a journal that’s full of typos and gets negative reviews, kapish?

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If you landed here first, you may be interested in my other journal articles:

• Designing and Producing a Journal

• Planning Content and Preparing Files for a Journal

• Producing a Journal in a Small Quantity

Or, schedule a one-hour brainstorming session with me to get ready to take your journal from an idea in your head or a manuscript on your computer to a journal you—and your target market—can hold!

Case Study - Marketing Book Interior Design and Layout

Each case study on my website features an author or publisher who has worked with me to reach #bookdone. Each author has great insights. Matt Chiera, a digital marketing expert and business owner who self-published Digital Marketers Sound Off is no different! Matt came to me in 2018 for book interior design and layout, as well as ebook adaptation. Matt’s book has been selling for nearly three years now, and as you’ll see below, gaining him many business opportunities!

Recently you said, “Self-publishing my book, Digital Marketers Sound Off was unquestionably one of the best career decisions that I’ve made.” I’m sure that’s what every business owner writing a book wants to hear. Why do you say that?

It’s true! Self-publishing my book helped me to position myself as a subject-matter expert at a time when my digital marketing consulting business, Ice Nine Online, was growing quickly. I wanted to instantly create credibility with prospective clients and partners. My book exceeded my expectations—it led to many referrals, introductions, pitches, and unquestionably helped me to close new business.

Your book is a collection of interviews with digital marketing gurus. Sounds like an efficient way to create a book, as your contributors helped you write your content. Can you explain briefly what your process was to create the book? How long did it take from start to finish?

The whole process took about 14 months. 

My first step was to outline the competencies within digital marketing that I know people want to learn about (SEO, Email Marketing, etc.)

Next, I wrote simple introductions about the various competencies. Those intros were located just prior to the contributor interviews so that the reader has a basic understanding and context for the interview content.

Then I found contributors. I made a spreadsheet of everyone I know who does really strong work within those disciplines, and for the gaps where I didn’t have someone in my network, I reached out to marketers (mostly through LinkedIn), explained what I was trying to do, and ended up getting about 200 interviews. I kept the best 101 for the book.

Then I wrote my intros, back cover, and other non-contributor sections.

I hired several professionals: a copy editor, a book cover designer, and a stellar interior designer (you) . They did their work and then I edited and proofread a few more times.

When everything was perfect, I published my book through Amazon KDP (print on demand and ebook).

I designed the style of all the pages to match the look of the front cover.

How did you market your book?

I did quite a bit to market it...I’m a digital marketer after all! I made a plan for marketing the book and started executing as I was conducting the interviews and putting the book together.

📣 Pre-Release Marketing Strategies:

• I released little teasers and updates on social media, requested feedback on the cover design, interior, etc. Some of those posts generated good buzz. 

• I created a website for the book and used SEO to promote it. 

• I published blog posts about the book and the self-publishing process. 

• I partnered with a charity, One Tree Planted, and donated $1 of each book’s sales and promoted that partnership as well.

📣 Post-Release Marketing Strategies:

• I advertised on Amazon, Google, Bing, and Facebook Ads.

• I created a YouTube video trailer for the book that got ~50,000 views. 

• I put a link to the book in my email signature and actually got a surprising number of book sales that way!

• I reached out to libraries and bookstores and got the book in retail locations (and once they were there, promoted on social media). 

• I reached out to book review websites and requested they review the book, which was a great source of affiliate sales and backlinks.

• Because my book features tons of super-smart digital marketers, a natural tool was to leverage them! I put together book updates that they could share with their networks, and then helped them promote their own entries in my book to their networks.

How do you use your book in promoting your business?

I basically use my book as a business card. I take copies to hand out at introductory meetings with prospective clients or partners, or send copies by mail ahead of time if I’m meeting people virtually. 

Also, when people Google me or are doing research about Ice Nine Online, they often stumble upon the book. It helps tremendously as a credibility booster.

When you write your next book, what are you going to do the same way and what are you going to do differently?

I’ll probably take a similar approach with my next book—which will be essentially a second edition—but I’ll likely do more in-depth polling to determine the content (questions, marketing competencies). 

Because I see that a lot of my first book’s sales came from people who were not yet digital marketers (but who were looking to break into the industry and start their own freelance business or get a job in marketing), I’ll likely do more to tailor the next edition to that audience. 

More info on the second edition of Digital Marketers Sound Off coming soon!

To close, could you give an example of a business opportunity that you gained because of your book?

I gained one of my digital marketing consultancy’s largest and most profitable clients from the book, literally because their CMO saw the book on a coffee table at an office space in Chicago and then contacted me for consulting work.

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Matt Chiera is obviously an expert in his field, and self-publishing a book to showcase his knowledge was an idea that is still paying off for him and his business. I hope you’ve learned from his ideas and process, which he so generously shared here! Congratulations, Matt, I wish you even more success with your next book!

If you have a book you want to launch with Amazon KDP, or really just any book that you’re trying to get done and out to your clients, give me a shout! Establish yourself as an expert, use your book as your business card, and keep the clients you need coming to you!

Case Study - Complex Business Book Interior Layout

Space is Open for Business by space investor and entrepreneur Robert Jacobson was self-published in 2020. This book provides a comprehensive overview of the space industry, allowing everyone to understand the role space plays in our lives and how it will continue to transform the world. It includes over 100 industry experts and leaders’ insights.

I designed the interior of this 354-page book with 28 chapters plus appendices and 44 pages of references to match the cover. This book was released as softcover, hardcover, ebook and audiobook—guys, this book means business! 😅 And this case study is full of helpful information, especially if you have a large-scale book you are launching using Amazon KDP and/or Ingram Spark! 🚀 (Hint from Robert: don’t try to do it by yourself!)

Robert’s Book Done Timeline

🐣 Idea hatched: Spring 2016
✍️ Writing started: Summer 2016
🎨 Files ready for editing, design and layout: Spring 2020
✔️ Book done (released): Fall 2020

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Robert’s Book Done Take-Aways

Here are my questions for Robert about self-publishing his business book.

How did you come up with the idea for your book?

A friend challenged me to use my decades-long experience in space entrepreneurship and business to write a book on the ever-evolving space industry. Neither he nor I realized that it would take four years to come together!

Your book has a lot of interviews in it. How did you collect and organize all that information? 

The interviews were conducted during the research and writing phase of my book project. I used an app on my phone to record the interviews, and hired someone to transcribe them. (Next time I would make a list of key words for the transcriptionist. “SpaceX” was often transcribed as “sex”!) We stored all the text in Google Drive, and my editor and I pulled and edited the interview text for use in the book. The full interviews were then turned into bonus material, and shared on my website.

Robert’s book is full of custom illustrations and complex charts and graphics. The charts and graphics were pulled from various sources and then redrawn or reconfigured to match the fonts and style of the book.

Whom did you bring on board for book design and indexing?

For the initial cover design research, I hired several different designers through an online freelance marketplace to see what they would create. The results were unprofessional (not surprising, given their pricing.)

My wife discovered Richard Ljones through an online search using several different phrases and keywords such as “award-winning book cover designers”. He started by designing a variety of cover drafts, which my wife printed out in color and put onto books I had in my house. We took photos of the “3D” books with the draft covers, sent them to friends and colleagues, and got some feedback that helped us choose our favorite design direction. Special thanks to my wife for helping with art direction, and Richard Ljones for his fantastic cover design. Takeaway: authors should not skimp on their book cover design.

For the interior design and layout, I worked with you, of course! When I landed on your website, it was clear to me that you could do exactly what I needed. I liked that I could see samples of your book layout work, and that your website was not overly complicated.

I also worked with a professional indexer, Joanne Sprott from Potomac Indexing. Hiring a professional indexer for such a complex book was well worth the money.

I definitely recommend hiring as good a team as you can afford, and then trusting your expert team’s wisdom!

You self-published and used print-on-demand services. How was your experience working with IngramSpark and Amazon KDP?

I used Ingram Spark (for hardcover) and Amazon (for softcover). 

The quality of Ingram Spark’s soft and hardcover books is pretty good. Their interface online is also pretty good to work with, but unfortunately their customer service is awful. Their website is not up-to-date, emails would not get answered, and both me and my book marketing team were virtually unable to get ahold of anyone over the phone either. The fastest response I ever got from IngramSpark was on Twitter when I posted a complaint. I learned that they answer questions on their Twitter DM, so I started asking no more than two or three questions at a time on there. 

Amazon KDP’s customer service is a bit better, and can often be reached via chat messages on their website, but sometimes you can’t get ahold of the person who can answer your question. Amazon customer service is hard to get ahold of by phone. The quality of Amazon KDP softcover books varies. One reader told me that his copy started coming apart after one or two months. Amazon replaced it at no cost.

All in all, I’m still glad I used print-on-demand services for my books; I have no interest in holding inventory of my books!

How do people order your book, and what is your system for fulfilling the orders?

I sell my book directly through my website. Space is Open for Businessis available as ebook, audiobook, paperback (softcover) and hardcover.

The ebook and audiobook are distributed as a download. For hardcover book orders I used Shipstation for 11 months to handle communications and logistics. Recently, I switched to Shopify due to new requirements. 

For softcover books ordered through my website, I place those orders on Amazon myself, and have Amazon fulfil them. It’s worth noting that I purchase author copies via Amazon, which are at a price not available to the public.

What are the benefits of printing through Ingram Spark vs. Amazon KDP?

Amazon KDP does not offer a hardcover book option for print-on-demand, but Ingram Spark does. Ingram Spark also makes your book available to other retailers. Some independent bookstores might also distribute your book because they are connected through Ingram Spark’s network.

See more pictures comparing Robert’s print book and ebook here.

What about your book project took longer than you expected?

Everything took longer than I expected! But in particular, ordering printed proofs of my book was something I wish I had planned into my timeline. I ordered printed samples from both printers before officially launching my book. Allow 2-3 weeks for your samples from Ingram Spark to arrive by mail in the USA; Amazon KDP samples are a bit faster.

What are your book marketing tips?

• Start the branding and promotion of your book over a year in advance. Start posting sample material or posts related to your subject matter online, just to get people noticing your name and your book idea. Don’t overthink it; just post about things you’re working on or researching!

• Plan a few months to build your Amazon KDP book page. This allows time to work out any problems and pick out the right metadata, keywords, etc. 

• Consider using Aer.io (part of the Ingram Spark family) to make your own online bookstore. 

• Offer to answer questions about your book or your subject matter live online; I did this on Reddit and YouTube. 

• Make a book trailer for YouTube.

• Hire a social media manager, virtual assistant or project manager to coordinate the moving parts of your book project and marketing if needed.

Robert and his team launched an impressive, professional book! If your manuscript is complex like his (with a large number of sections, styles, graphics, tables, etc.) it’s good to contact me several months before your book is ready for layout, to discuss the best way to create and organize the files, as well as to schedule a start date to begin the design once your manuscript is fully edited and proofread! Find out if you are ready to work with a book designer or sign up here to get more case studies like this one in your inbox!

Publishing a Book with Lots of Tables, Charts or Graphics

If you're working on a book that has a lot of tables, charts or graphics, it's best to talk to your book designer sooner rather than later to figure out the best way to create or supply those graphics. Here are some of the common problems I see when checking files from authors, especially when they are publishing (or self-publishing) for the first time.

Photo by Anthony Tran on Unsplash

Graphics that have been used illegally.

This should go without saying, but graphics that you did not create yourself should be used with permission. This sometimes means you need to find the original source of the image and buy it, other times you just need to give an attribution in a caption or on your copyright page. If a colleague or friend made the graphic, you can ask if they want to be credited. But please, don’t use photos, graphics, tables or charts that you did not create without permission and attribution, if required.

For example, one of my clients wanted this image that she found online in her book, but did not know the original source and did not want to risk using it without permission or attribution:

I built her a similar graphic using the fonts and graphic style that we were using in the rest of her book:

Graphics that are too low resolution for print.

Graphics that have been pulled from Google images or that have been passed around on the internet are often too low resolution for printing. You can usually tell if the image is low resolution by checking the file size (the smaller the file size, it is less likely it is that the quality is good). Another way to tell is to zoom in on the image on your screen and see if you quickly begin to see a rough, pixelated edge to the graphics. This is not a good sign!

Your book designer will ultimately need your graphics as separate files (not just placed into a Word file) and it can save your designer time and you money if you provide them as individual, clearly-labeled files that the designer can easily insert one by one into your book. (Any graphic that has been placed into Word has lost quality; your designer will want to work from the highest quality file you have!)

It is especially important that graphics that have text in them be crisp and easy to read. This client had this low resolution graphic:

I kept the same content but made the text crisper and adjusted the greys to work well in print:

Graphics that are not understandable in black and white.

This is important if your book interior is going to be black ink only (grayscale). If you have graphs or tables that can only be understood because of the colors on them (such as: the pink slices of your pie chart represent watermelon, the red sliced represent strawberries), you either need to rebuild them to be understandable in black and white (such as using a dot pattern vs. a checkered pattern to show the difference between two slices) or get your book designer to rebuild them for you!

For example, the distinctions between the different shades of purple on this graph were not understandable in black and white, so we had to add some patterns to the graph and the key:

Graphics that don’t match.

It is often the case that graphics for a book have been collected from a variety of sources and don't match in style or format, giving the book a messy, unprofessional feel. If you want your self-published book to compete with a publishing house’s book—or to catch a publisher’s eye in hopes of getting a book deal—you need to make sure the graphics have some kind of commonality to them: this might be as simple as making sure they appear at the same width and height with the same styling (such as a black border around them and an italicized caption under each one) or might be more complex, requiring redrawing them in design software to make them all have a similar feel.

Graphics that don’t fit the proportions of your book.

It is sometimes the case that a full-page graphic does not fit well to the proportions of the book. In this case it may need to be reworked to fit inside the margins of your book.

I took this complex, oblong graphic:

And reworked it to fit the format and match the fonts and style of the book:

Graphics that are not editable (but could be).

If you are creating tables, charts or graphics yourself, it is good to talk to your book designer about what format would be best (jpeg? pdf? tiff? ai?). For example, many people create graphics in Powerpoint or Canva and give them to the book designer as jpegs. However, giving them to the book designer as pdfs might be better, because often that means the designer can edit different parts of your graphics (especially text/fonts) more easily. This saves your book designer a lot of time if they don’t have retype text or redraw graphics, time he or she can better invest in styling the look and feel of the graphic to match the others.

For example, my client drew this graphic using Google’s suite of tools:

She gave me access to the Google file, which I was able to export as a PDF. I used her basic design, but was able to use design software to edit the style and fonts so that they would match her book’s look perfectly. And I added a few fun graphics suiting the theme for good measure!

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Talking through your needs with your designer ahead of time can save you a lot of time and money! Sometimes authors contact me months in advance of their book being ready, just to talk through the best way to collect or create their images. If tables, charts or graphics play an integral part in your book, consider booking a brainstorming session with me or at least email me your questions before you create all your graphics. This can potentially save you—and me—days of work! Here’s to your complex book, and making it as neat, beautiful, and readable as possible!

Case Study - Self-Published Humorous Political Memoir

In her self-published political memoir, The Total Nobody Who Ran for Office, Silky reflects on those critical moments in one’s life when they step outside of their comfort zone… even if it means nearly dying from embarrassment! 

2018 was the year that a record breaking 528 women ran for congress. Many of these women won their seats, including Ilhan Omar and AOC. Silky was not one of them. She ran though! This book is her story.

Silky’s Book Done Timeline

🐣 Idea hatched: July 2019
✍️ Writing started: July 2019
🎨 Files ready for editing, design and layout: September 2020
✔️ Book done (released): October 2020

Silky’s Book Done Take-Aways

Here are my questions to Silky about self-publishing her memoir. 

How did you come up with your book's title?

Weirdly enough, my title came to me as I was falling asleep one night. If I’m being honest, I came up with the title first, and that set the outline for how I wanted my book written.

Did you use a print-on-demand printer?

Yes, I used Ingram Spark (for hardcover) and Amazon (for softcover). Both were easy to use, and allowed me to ensure my book would be printed and shipped to customers in a timely manner.

Which part of your book project was the most fun or rewarding? Which was the most challenging?

I’ve never felt more excited than when I finished my first draft. It was a surreal moment and I let myself celebrate for a whole day! Then I got back to work and started the editing process, which proved to be more challenging than writing the book in the first place!

What was the biggest surprise during your book project?

Ensuring I made time to write every week was hard. Rewrites and editing are arduous and suck the fun out of writing. But if you do it right, you end up with the best version of your work possible, and that’s worth it!

Which partners did you have in producing your book? 

Red Shift Writers were my editors, David Drummond designed my cover, and Julie Karen Hodgins designed and formatted my book’s interior. I would recommend each of these folks a million times over if I could! They made my dream of writing a book a reality, and helped ensure I put my best foot forward and produced my best work. I was thrilled to see how their creative talent kept my voice authentic, while ensuring their ideas were really capturing the essence of my book.

Silky’s Book Done marketing tips

1. Build a professional website to drive potential readers to! (Silky’s fun website is a great example: SilkyJMalik.com) 💻

2. Create a mailing list and email your subscribers with updates about your book! ✉️

3. Post on the social media platform your readers are most likely to use about your book (before, during and after the release!) I used Instagram.

4. Ask people who have purchased your book to write a review on Amazon.

5. Look for opportunities for interviews about your book within your network! 🎤

Silky’s Book Done technical details

Amazon KDP and other print-on-demand printers offer a limited number of paper types and book sizes. If you need an unusual size or paper, you may need to print with a traditional printer.

Quantity ordered: no minimum quantity (print on demand)
Page count: 174
Dimensions (page size): 5.25 x 8 inches
Binding: Paperback

Interior details
Ink colors: Black ink
Paper: White bond
Bleed: Yes 

Cover details
Cover stock: 100# white paper with matte finish
Ink colors: Full color

Silky originally came to me after reading this article about how to make your book look longer than it really is! She partnered with me for interior design and layout and ebook conversion for her 33,000 word book, which ended up being 174 pages long.

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How is your book project going?

I hope Silky’s tips are helpful on your journey to book done. ✔️ Find out if you are ready to work with a book designer or sign up to get more of these case studies in your inbox via my newsletter!

Case Study - Full Color Illustrated Business Book

If you have been wanting to self-publish your book, but want to make sure it has a professional polish (ie: doesn’t “look self-published"!), you’re in the right place. In this case study you’ll gain a lot of insight from Alison and Mary’s journey in self-publishing their business strategy book FrameShifting.

FrameShifting is a must-have guide for anyone who wants to learn to solve gnarly problems—and, importantly, to solve the right problems—with greater insight and rigor. This book is packed with practical advice, helpful checklists, and a troubleshooting guide, along with colorful illustrations for an enjoyable, thought-provoking read.

Alison Heiser and Mary O’Conner Shaw drew upon their extensive experience working with prominent business leaders at global organizations to develop the concepts in their book.

In this case study, the co-authors of the book share how the concept of FrameShifting came into being and talk about their publishing journey. If you’re considering self-publishing, you’ll find the reasons they decided to self publish through Amazon KDP especially helpful.

Alison and Mary’s professionalism made this book a joy to bring to the finish line as I helped them with cover design, interior design and layout, and ebook conversion.

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Alison and Mary’s Book Done Timeline

From concept to completion, FrameShifting took just over three years to materialize. 

🐣 Idea hatched: August 2017
✍️ Writing started: October 2017
🎨 Files ready for editing, design and layout: September 2020
✔️ Book done (released): December 2020

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Alison and Mary’s Book Done Take-Aways

Here I interview Alison and Mary about what they learned during the process of getting their book ready for publication.

How did you come up with your book's title?

Jim Heiser (Alison's husband) coined the term "FrameShifting." and we crafted the sub-title. We wanted something that described not just what FrameShifting is, but what it can do for the reader. During our journey to Book Done we trademarked the term “FrameShifting”. 

Tell me a bit more about the cover design you chose.

During our initial consultation, Julie listened carefully as we described our vision. She presented several cover designs, but her first one was our immediate favorite. Like the lightbulb illustration on the cover, her clean, crisp design captured the concept perfectly. We loved it at first sight and we still do—it's a timeless design!

Why did you decide to self-publish, rather than go down the traditional publishing route? Which print-on-demand printer did you use and why? 

After doing our research, we decided to use the Amazon KDP platform to self-publish our book because:

1. We knew exactly what we wanted the book to look like and didn't want to compromise on our vision through collaboration with a publisher.

2. We also felt that the content was timely (with the pandemic presenting unprecedented challenges to business leaders) and we wanted to expedite publication.

3. Finally, for convenience: Amazon KDP enabled us to get both our print and e-book products into readers' hands quickly and efficiently.

What was the biggest surprise during your book project?

We were surprised how many times it was possible to go through the manuscript with a fine-tooth comb and still miss things, so engaging with a professional proofreader was certainly money well spent.

Which part of your book project was the most rewarding?

We loved the creative collaboration with each other and with everyone who contributed to the final product. Nurturing this book from a seed of an idea to a real, tangible book was one of the most fun, rewarding and challenging experiences of our careers.

Which part of your book project took longer than you expected, and why?

1. Working with traditional publishers was time-consuming! Self-publishing was way faster!

2. It also took a long time for early readers to provide voluntary feedback.

3. Getting the book from final manuscript stage to print-ready only took about two months, but it felt like a lot longer. At this stage, every detail counts and you can't afford to lose focus. (Here, we must credit Julie for injecting fresh energy and creativity into the process. She re-energized us and brought the book to life with her design and layout. When we were starting to lose steam, Julie never took her eye off the ball, making sure everything was perfect.)

When you write another book, what will you do the same way? What will you do differently?

This book was a pretty big undertaking. But, if we were to do it again, we would probably do it the same way. We’re really glad that we engaged other professionals for specialized tasks, like editing, proofreading, and design/layout. Their contributions helped us produce a book to be proud of.

✏️ Every chapter in FrameShifting ends with a Notes page (for linear thinkers) and a Sketches page (for the artists among us)!

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Alison and Mary’s Book Done tips:

• Send pre-launch copies of your book to key reviewers. This will provide useful feedback for your launch, and useful content to share on social media, too.

• If you plan to self-publish on Amazon KDP, create a short manuscript to use as a test file for working with the KDP software. This will help you understand the settings and quirks of KDP. Then, when your designer gives you the final book files for your launch, you’ll know exactly how to get it uploaded and ready to distribute, and won’t lose any time working out KDP bugs.

• Consult published authors for advice!

🐛The KDP uploading bug is real! So many authors tell me that they lose time or almost launch their books late because of problems with KDP’s software or process. This tip about using a test file is gold!

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Alison and Mary’s Book Done technical details:

Amazon KDP and other print-on-demand printers offer a limited number of paper types and book sizes. If you need an unusual size or paper, you may need to print with a traditional printer.

Quantity ordered: no minimum quantity (print on demand)
Page count: 126
Dimensions (page size): 7.5 x 9.25 inches
Binding: Paperback

Interior details
Ink colors: Full color
Paper: White bond, matte finish
Bleed: Yes* 

Cover details
Cover stock: 100# white paper with matte finish
Ink colors: Full color

*Bleed refers to whether your book has images or graphics that go off the edge of the paper. This is important for the printer to know, because it determines how big the sheets of paper your book is printed on need to be.

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What’s next for your book?

I hope Alison and Mary’s story has been inspiring, no matter where you are on your journey to book done. ✔️ What kind of book project are you working on? Find out if you are ready to work with a book designer or sign up to get more of these case studies in your inbox via my newsletter!

Case Study - Journal Design for Podcaster and Content Creator

This first case study on my website features a journal design for my client Felix Mack, a podcaster and productivity enthusiast who came to me when he was ready to have his first self-published book designed. Read all about the Live Your Potential Journal in this article, and see what Felix had to say about the process here, in his testimonial video.

Felix is a podcaster who wanted to develop and sell a product based on his podcast. The Live Your Potential Journal was designed as a simple and effective tool for daily self-improvement and goal achievement. The journal is for those seeking to document their personal growth journeys, through goal-setting, gratitude and taking specific actions relevant to their goals. Of course, it also has lots of inspirational quotations!

The title of Felix’s journal came quickly, since he has a podcast with the same name! He just “stole” his own title for the book! 😊 

Felix’s Book Done timeline:

From concept to done in just 9 months! (Obviously, Felix doesn’t mess around! Must be all that goal-setting!)

🐣 Idea hatched: January 2020
✍️ Writing started: February 2020
🎨 Files ready for editing, design and layout: April 2020
✔️ Book done (released): September 2020

Felix’s Book Done take-aways:

Here I interview Felix about what he learned during the process of getting his journal done!

What was the biggest surprise during your book project? Will you do something differently next time? 

My biggest surprise was the errors I didn't catch when reading my own material! Having your eyes go over my journal content and suggest content changes (edits) definitely improved my final product. Next time I will get more eyes on my content during the initial phases, before I give the content to you.

Which part of your book project was the most fun or rewarding? 

The editing process with you was the most fun and rewarding—seeing how things could be improved in my journal along the way and coming away with an even more valuable product for my followers. 

Did any part of your book project take longer than you expected? 

I didn’t know how long it would take from the time the journal was printed until it reached my doorstep, so I was surprised at the production and delivery timeline. I printed overseas, and it took about two months from the time I placed the printing order until the journals arrived.

Which part of your book project was the most challenging?

The most challenging was the process of physically getting the book on Amazon—likely because it was my first venture selling a physical product through Amazon. 

Felix’s Book Done tips:

• If you’re having trouble coming up with a title, draw inspiration from your own work or other content you have created.

• Get feedback from your audience before sending your files to Julie, and then get more feedback during the design process (after Julie shows you the sample page design layouts).

• Work with a good editor and/or proofreader!

• If you’re printing overseas, expect it to take some time. Start talking to a printer ahead of time and get those timeframes in mind.

• Do not wait until your book is done to start marketing! Start today.

• If you're going to be listing on Amazon, get familiar with the process and what it will take to make your book available before your book is actually ready to list.

Felix’s Book Done technical details:

Your printer needs these kinds of details to give you a quote for printing a similar book.

Quantity ordered: 500 
Page count: 236
Dimensions (page size): A5
Binding: Sewn binding

Interior details
Ink colors: Black ink only
Paper: 100gsm uncoated white
Bleed*: Yes 

Cover details
Cover material: Thermo PU leather in Navy Blue
Ink colors: None
Finishing: Debossing

*Bleed refers to whether your book has images or graphics that go off the edge of the paper. This is important for the printer to know, because it determines how big the sheets of paper your book is printed on need to be.

Felix was great to work with, and so kind as to give me the video testimonial above. I helped him with clarifying the concepts in his journal through editing, designing and laying out the cover, interior, and belly band, as well as making adjustments to the print-ready files when the printer requested them in an unusual format.  (I don’t always offer editing as a service, but on a case-by-case basis, I will consider it. Otherwise, I am happy to recommend an editor or proofreader who can help you!)

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What’s next for your book?

I hope Felix’s story has been helpful, no matter where you are on your book journey. What kind of book project are you working on? Book a free consultation with me or sign up to get more of these case studies in your inbox via my newsletter.

What Does the Term “Bleed” Refer to in Book Design and Layout?

A term that often comes up when I am checking a book file someone else has created, or preparing to design a book interior or book cover, is “bleed”. Does your book bleed, or does it not? A printer may ask you if your book bleeds or not when quoting you a printing price, because this influences how much paper the printer needs to print your book. If your book should bleed but does not, your printer may reject the file, or the final product may not look the way you are expecting.

Bleed is an extra 0.125 inch or 0.3 cm area around all edges of the pages or cover of your book. Bleed is needed on any printed document that has any text or graphic elements that should go off the edge of the page or right up to the edge of the page. Basically, documents that have bleed print on oversized paper, and are later cut down to the right final size. The artwork “bleeds” off the edge of the page, hence the term.

For example, if a book is 6x9 inches, a book file that should be 6x9 inches at final size but has bleed is actually 6.25x9.25 inches, and then cut down to be 6x9.

What follows are two examples of book spreads that do not have bleed. That is, there are no graphics or images that go off the edge of the page. The solid yellow line indicates the outside edges of the book and nothing goes beyond that point. If your whole book looks something like this, your book does not have or need bleed.

As soon as you have any image or graphic that goes off the edge of the page, your book file needs bleed. As you see on the spread below, the grey fade and the fading photo both go off three sides of the spread. That means that this file “bleeds”, or at least, it should.

This book was built with 0.125 inch or 0.3 cm bleed around all edges of the page. The printer will cut on the yellow (“trim”) line, but print on a paper that is larger. The graphics “bleed” (extend past the edge where the book printer will trim the pages) which allows the images to print right up to the edge of the page without leaving an awkward white border.

Here is another example of a book spread that needs bleed on all sides.

As you can see below, there is extra image around the edges of the page. In some areas it is more than 0.125 inches, but that is fine—the software will only export as much bleed as it is told to export. The area that is shown with a faded yellow border over it is the area that is the true 0.125 inch bleed zone. The rest is extra and it’s OK.

How do I make sure my book file has bleed?

In the commonly used word processors like Microsoft Word or Apple Pages there is no real support for bleed. The best you can do is create a file that is 0.125 inches larger than the actual page size in every direction (and keep in mind that that part of the paper/design will cut off). So an 8.5x11 inch page would be set up as 8.75x11.25 inches in Word or Pages, and the printer needs to be given very clear instructions as to the final size and where to cut the printed piece. The same thing must be done in Adobe Photoshop, because although it is professional software, it is not really created for page layout.

Adobe InDesign and other professional page layout or design software makes it possible to set up bleed when the document is being set up. When exporting PDFs for the printer, you may have to make sure the bleed setting is selected for the PDFs to have bleed in them. The screenshot shown here is taken from Adobe InDesign, where it is easy to put the appropriate bleed settings into your file. The ability to build bleed into your file from within the software also exists in Adobe Illustrator or Microsoft Publisher. Canva and Adobe Acrobat should also allow you to add bleed to your files.

If you are working with a professional book designer, you don’t need to worry about bleed, because your designer will set it up for you. You just need to understand what it is, in case your printer asks you if your book has it! To have a designer or printing company fix a book file for you by adding bleed to it after it has already been created can be fairly time-consuming or expensive if it was not created in professional software or if you don’t have the original, editable book files. It’s best to use professional software and/or work with a professional from the beginning of your file set-up, to avoid expensive “repairs” to your file before printing.

Amazon KDP, IngramSpark or my printer is asking me if my book interior has bleed. How do I answer?

If your book has any text, graphics, photos or images that are supposed to go off the edge of the page, then your book has bleed! This includes small details like a line that runs off the edge of the page or a shaded box that should go up to the edge of the page. And even if only one of your interior pages has bleed, you just say “yes” to the question.

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Now you know what the term "bleed" refers to in book design and layout! It’s an important but little-known term outside of the design and printing specialities. Without it, your book may not look like you were expecting it to look! If you have any further questions about book design or set up, contact me!

How to Use the Final Page of Your Book for Marketing

The final page of your book offers a great opportunity for a bit of marketing or self-promotion. This page can come after the about the author page, and faces the inside back cover. It can be a great place to ask for reviews, share links or hashtags, encourage readers to place another order (of a journal or similar product) or buy another book from the same author or publisher.

Below I have some simple text-based template samples to help you make the most of this prime piece of real estate. Copy and paste a sample from below and tweak it to suit your needs, replacing the text in brackets with your own details! I will update this page as I come across new ideas for how to use the final page of your book to further establish your brand or name.

Photo by Stas Knop via Pexels

Sample 1

Thank you for reading
[your book title here]!

Please share your impressions on social media using the hashtag,
[your hashtag here].

Please visit [your web address here]
which features [list the cool stuff on your website here].

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Sample 2

Thank you for reading [your book title here]!

Please share your feedback on social media using our hashtags and handles:
[your hashtags and handles here].

For a downloadable [cool freebie here] and additional resources,
or to book [your name here] to speak at your event
please visit: [your web address here]

If you enjoyed this book, please consider writing a review with your honest impressions on Amazon, Goodreads, or the platform of your choosing. Your feedback is incredibly valuable for helping independent authors like us to reach a wider audience.

[Your logo here]

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Sample 3 (Journal)

[Your logo here]
Order your next journal at [your website here]

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Sample 4 (Other Books or Resources)

Check out [author’s name here / publishing house name here] ’s other books / resources!

[Book title]
[Cover image]
[Book summary and ISBN]

[Book title]
[Cover image]
[Book summary and ISBN]

[Your website or other contact information here]

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Sample 5 (About your Company or Non-Profit)

[Company or Non-Profit logo here]

[Mission Statement here]

[Summary of your offerings, resources or products here]

For more resources and events, go to:

[Your website here]

What Does a Printer Need to Know Give Me a Book Printing Price?

I give my book clients PDF files that are ready to send to the printer of their choice. But if you’re a first-time author, approaching a printer to ask for a price for printing your book can be a bit intimidating. What do they need to know in order to give you a price? Printers sometimes talk in their own special language: what is bleed, or CMYK, or perfect biding?

I reached out to Amanda at Priority Printing Ltd. in Edmonton, Canada (the book printer where I worked many moons ago) to ask her to help me to make a list of everything a printer needs to know to provide you with a basic book quote. The information in this post was provided by Priority Printing Ltd., and they’d love if you’d reach out to them for a book printing price.

Photo by NordWood Themes on Unsplash

Here’s what you should tell your printer, to get an accurate book printing estimate:

• Quantity - How many copies of the book do you need? Usually the printer would like to know the minimum and maximum quantities you would be interested in, and quote about 3 different quantity options. Once the printer has set up your book and is ready to print, it doesn’t cost a lot more to print a few more copies, so the price improves as the quantity increases.

• Page count - How many pages does your book have? If you don’t know yet, give an estimate, and ask the printer to update the pricing once you have an exact page count.

• Dimensions - What size are the pages of your book? Some common North American sizes are 5.5x8.5”, 6”x9”, or 8.5”x11”. However, one of the perks of printing your book with a traditional printer (as opposed to a print-on-demand printer) is that you can virtually choose any size you want.

• Binding - How will your book be bound? The typical options are:

  • Perfect Binding (for softcover books, most common binding style for most self-publishers)

  • Hard Cover Binding

  • Saddle Stitch (“folded” spine with stitches or staples to keep the book together, only works for thin booklets)

  • Plastic or wire spiral binding

• Interior details:

  • Will the inside of your book print in black ink only, or in full color? (The printer might also call full color “four color” or “CMYK”, referring to cyan, magenta, yellow and black.)

  • What kind of paper do you want for your book? Uncoated paper (“offset” or “opaque”) is a great option for books with black ink only interiors; coated paper (gloss, semi-gloss, or dull) is great for a book that has a full color interior.

  • Does your book have “bleed”? This means, does your book have text, graphics or images that go right up to the edge of the page? If it does, your book needs to have “bleed”, and the printer needs to know that.

• Cover details:

  • Will your cover print in full color or black ink?

  • Does your book have foil, emboss, or any other finishing effects on the cover?

  • What laminate finish would you like for your cover? This is a coating that helps to protect the cover paper, making it more durable. There are three basic options: gloss, matte or soft touch.

If you are not sure how to answer some of these questions, just talk to your printer. This is another privilege of working with a local or traditional printer, you should be able to talk directly to a customer service representative, asking your questions and getting any explanations or samples that you need!

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Feeling like you’ve bitten off more than you can chew with your book project? Sign up for my “Book Done” Newsletter to hear stories and tips from other writers who’ve been in your shoes and gotten their books done! Or, looking for a book designer? Let’s talk.

How and When Can Endorsements Be Added To My Self-Published Book?

Having endorsements on the cover or first interior pages of your book can be a powerful marketing tool. But one question clients sometimes ask me when they are preparing their self-published manuscripts for design is how and when to add endorsements to their book. They have almost everything else ready to give to me to start the design, but the endorsements haven’t come in yet.

Do I need the endorsements before I begin designing? Or is there another way? I don’t have to have the endorsements before I get started, but I do need to know if you will be getting some, so that we can reserve space for them. You will need to specify where: front cover, back cover, or first interior pages. You can deliver them to me shortly before I create the final print-ready files for press.

There are two main options for how and when to start collecting endorsements from your reviewers, which I will share below. No matter which method you choose, if you are planning to approach reviewers and collect endorsements, start early to make a list of your potential reviewers’ names and contact information (e-mail or mailing address). This will allow you to quickly send out your draft for their review when it is ready!

Give your reviewers the final edited draft of your book (pdf format) to review while your book is being designed.

In this scenario, your reviewers can be reading the book at the same time as I am designing it. My layout and design process often takes about 4 weeks, which means your reviewers could work on endorsing the book while the book is being formatted. This is the fastest way to get endorsements, because reviewers can be reading your manuscript while the book is being designed and no time is lost.

Around the time I am finishing your full book interior layout, your endorsements will be ready, and you can send them to me for insertion.

But depending how design- or illustration-heavy your book is, you might not really want to show it to your reviewers until the design is complete. In that case, consider the next option.

Give your reviewers an “advance reader copy” or “proof copy” of the designed book before it is fully released. (Plan about one extra month into your timeline for this reviewing stage!)

In this case, your reviewers will receive either a PDF or printed “advance reader copy” (ARC - also called “advanced review copy” or “proof copy”) of your book after it is fully designed. Print-on-demand companies like IngramSpark or Amazon KDP make it easy to send reviewers printed sample copies of your book through their website if you will be self-publishing with them; the sample printed books are marked “not for resale” or “advance reader copy” so that it is clear that they are not the final book.

Or you can easily distribute PDFs of your book by email. Note: usually in print-ready book files, the book cover and book interior are separate and pages are shown one at a time. But for reviewing on-screen, it can be nice to have the cover and interior files merged into one and the pages shown in spreads (two at a time) to simulate reading a physical book. You can let me know if you want a “reviewer” copy of your pdf, which I will make in this more screen-friendly format just for your reviewers.

If you are not on a tight timeline, this method has some big advantages, especially if you send your reviewers a printed sample, because they get almost the final book experience (holding the book, seeing the final design) and it’s easier for them to not forget that they’re owing you a review, when the book is sitting on their desk or countertop (and not lost in a pile of e-mails).

Once all the endorsements are in, you provide them to me, and I add them to the book and give you print-ready files that are ready for your book launch!

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If you’re thinking about when to add the endorsements to your book, you must be almost ready to have your book designed! Read my other articles and then took a free consultation with me and let me help you get your book done!

What Size Should My Self-Published Book Be?

The size of your book is important for many reasons. Too big? Too small? Your readers will likely notice that something feels “off” or your book will look funny on the bookshelf next to other books.

The size of your book is important for financial reasons, too. It can be expensive to change the book size late in your project, or to lose sales because your book just isn’t what stores or individual buyers are looking for.

But how do you pick the size of your book, especially when you’re self-publishing and see a long list of sizes like this one from Amazon KDP?

Authors sometimes ask me for my opinion about what size their books should be. While I am happy to tell them (and you) what I know about book sizing, ultimately I suggest that they do their own research and make the final decision about book size themselves, because book sizes are more of a marketing decision than a design decision. Poor planning when it comes to the size of your book can mean expensive design changes to your files, a loss in sales, or a book that just doesn’t end up with the look and feel you were hoping for.

I want to offer a bit of input on how to make this important decision. I can’t tell you the “right” size for your book. But what follows is what I can tell you.

Photo by Lina Kivaka on Pexels.com

The orientation and size of your book are decisions that should be made early on in the book project, especially if your book has a lot of graphics.

The orientation of your book’s pages (portrait / landscape / square / other shape) of your book is a decision that needs to be made early in the process of your book project, before any visual decisions about your book are made. It can (and maybe should) be made in conversation with your illustrator, photographer, or book designer, but before they begin their work. It’s never fun to have clients who are disappointed that their photographer shot the images for their book at a different aspect ratio than the book itself (ie: the book is 8x10” but the photos are 8x14”). Or they want full spread illustrations but their illustrator created images that are more suitable for one page, not two. The more visuals in your book, the more important it is that size and orientation be decided early on and communicated to all contributors. For example, any images that you want to have cover the whole page or spread (for example, 8x10” or 16x10”) need to actually be slightly bigger than that to allow for some trim area around the edges of the paper when the book is produced (standard is 0.125” in every direction).

Research the size of other books in your genre.

Do you know which books would be displayed next to yours in a bookstore or online store, and what size they are? Have you picked up and felt a physical book of the size you are hoping to print? For novels or trade books, the sizes are fairly standard. But for art books, coffee table books or children’s books there is a lot more variety. While you may be expecting to print and distribute mostly in your own country, it’s good to also consider whether your book size would work well for a broader, international audience when (not if!) it becomes a best-seller! 😊

The popular print-on-demand printers are best for standard book sizes. Unusual sizes, paper, or binding usually require offset printing.

Print-on-demand book printing services offer a more limiting selection of trim sizes, binding styles and paper options. Click to view all the sizes at IngramSpark or Amazon KDP.

If you want your book in an unusual size or something that will be bound in an unusual way (such as the short side of a rectangular book, or a square book) you may find yourself with limited options with print-on-demand printers or basic digital printers.

I had a client recently who really wanted to have a landscape orientation trade book, because the traditionally-published books in her genre mostly had a landscape orientation. However, when she realized that her preferred size and orientation was not available from Amazon KDP, she decided to go with a size they offer, because publishing through Amazon KDP was much more convenient for her.

On the other hand, if your book’s unique size, paper or binding style is important to your project, may need to consider traditional offset printing, whether locally or in Asia. Offset printing is not limited to traditional book sizes, binding or materials. Of course, the set up costs are more expensive, but the sky is the limit as far as sizes, shapes and materials.

Do your homework carefully before producing a book in a non-standard size.

A non-standard size can make your book stand out: in a good way, or in a bad way. You probably don't want a book that doesn’t fit on bookshelves (unless it is a unique coffee table book) or is too big or heavy for standard shipping. But on the other hand, sometimes an unusual size can give you a unique edge in your category. Maybe it needs to be a special size to serve a special purpose (such as fitting in a coat pocket or tucking into a certain size bag or package). If you decide that from a marketing perspective, an unusual size is right for your book, more power to you! Just do your homework first and be sure you can articulate why!

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If you’ve read this whole article and still have questions about your book project, it’s probably time we talked! Pick my brain through a free consultation, or skim through my articles page and find more helpful information for getting your book done! ✅

What Your Designer Needs to Know to Design Your Book Cover

What does your book designer need from you to design your book cover and then to prepare it for printing? The path to publishing can be confusing, and I hope this article will lay out for you everything you need to consider—or the information you need to gather—to hand over to your professional book designer. Preparing everything your book cover designer needs ahead of time will save you and your designer time, and perhaps save you money, too!

View fullsize

This front cover was designed by Usman Saleemi for Eline Allaart. I made final adjustments to the front cover and then designed the back cover and spine to match the front cover.

1. For the front cover

In order to design a relevant and impactful cover, I ask my clients to fill out a questionnaire that gives me all of the information I need. Some of the main information I ask for in the questionnaire is:

• The finalized book title (and preferably the subtitle, too).

• A description of your book’s target audience.

• Names of other books that might be targeted to the same audience.

• Examples of a few book covers that you like and/or don’t like.

• Cover dimensions (width x height) - designing a cover before this information is available is problematic.

I also like to have a one-page book summary that I can read to learn the main themes of your book.

If you have a particular image or graphic that you want to include on the front cover, provide this in the highest quality/resolution possible.

2. For the back cover

The back cover of your book will only be designed after the front cover design is finalized. Which of the following elements do you want to include, and do you have them ready? Don’t forget to see what other authors in your genre include on their back covers and decide how similar you want your back cover content to be.

• Title, subtitle (sometimes included on a back cover, sometimes not)

• Book summary text and possible subheading(s)

• Any other photos, graphics or symbols (or the designer will suggest what visuals would be best for the back cover)

• Author bio and / or author photo

• Endorsements

• Advertising copy (such as “More than 10,000 copies sold!” or “Now in its third edition!”)

• Credit (sometimes a cover design, cover image or translation credit is included on the back cover)

• Publisher or company logo(s)

• Website or contact information

3. For the barcode / ISBN area

• Barcode file: The file I need to place your barcode on the back of your book is preferably an eps (vector) file of the barcode. However, pdf or jpeg format may work as well. If you are working with a publisher, the ISBN and barcode file will likely be provided for you. If you are self-publishing, you will need to buy and access the ISBN and barcode files yourself. (If you are creating your book through a print-on-demand printer like Amazon KDP, they may include a free ISBN and barcode and may even offer to place the barcode onto the cover after it arrives at the printer. If this is the case, I don’t need the barcode file but I do need to know where the barcode will be positioned and its size. The printer should be able to provide a template showing this.)

• Price: If you want the price included on the back cover and and it is not already embedded in the ISBN graphic, please provide the price (or prices, if it will be sold in different countries/currencies).

4. For the spine

To build the spine of your book, I need to know two things:

• What content should be included? For the spine, the standard is to include the title and author name. If you want to include a publishing house logo or anything “extra” you should send the logo along in eps format or in the highest quality/resolution possible.

• How wide is the spine? Spine width depends on the number of sheets of paper in your book and what kind of paper is used (every brand or type of paper has a different thickness). Your printer can only give you the spine size once you know exactly how many pages are in your book. If you are using a print-on-demand printer like Amazon KDP or IngramSpark, you can calculate the spine size yourself on their websites. If you are using a traditional printer, you will likely need to contact your sales representative and ask him or her. Either way, your book’s spine cannot be created until you send this information to the designer.

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Ready to get started on your book cover project? Learn more about my book design service and start thinking through what you need to provide to make the design process run smoothly!

What Do You Call a Person Who Creates the Inside of a Book?

A first-time author who had a free consultation with me told me that she was well into her book-writing process before it ever occurred to her that she would eventually need someone to help her with preparing the interior of her book. She simply thought: I write my book in Word, and then it goes to print. As she was googling about book cover design, she found my website and realized that “book interior layout” is also a thing.

I understand her confusion, though, because everyone notices book covers, but many good book interiors are almost not noticed. Actually, that is exactly what makes them good: they provide such a smooth read that the reader is not distracted or confused by the layout and is able to concentrate fully on the message.

Another client expressed to me how hard it was for him to find someone to put together the inside of a book. First of all, he didn’t know what to call that person, so he didn’t know what to search online. It was a lot easier for him to find a book cover designer online than to find someone whom he trusted to set up the text and custom illustrations for the interior of his book. We discussed how some of the terms people use to describe book interior layout can be confusing, like “interior design” (search that and you’ll come up with interior design for homes) or “book design” (search that and you’ll probably mostly come up with cover designers).

Perhaps book interior designers have no particular term that they all use for their work because there are many routes to becoming a book designer. There is no one credential or association for people who design books. Some learned the trade as apprentices in a printing company or through an apprenticeship program in media. Some are self taught through online learning and reading books. Others went to university for some kind of graphic design program and somewhere along their career route realized that they loved book design and publishing.

Photo by Christian Wiediger on Unsplash

I tried to think of all the terms I have heard to describe the person who designs or lays out book interiors. Some of these are out-of-date or very specific. But here is a semi-comprehensive list!

Book Designer

This is the term that I usually use when I tell someone in person what I do. It’s pretty easy to understand at least. If you search this term, you should find people who indeed, design books. But because some designers specialize solely in book interior design or book cover design, a “book designer” does not always create the inside of a book!

Book Interior(s) Designer / Book Layout Designer

This term refers specifically to someone who works on the interior look of books! Sometimes a book designer will have a section of his or her website for “interiors” and a section for “covers”. “Book layout designer” is perhaps not the first phrase that would come to a lay person’s mind to google, but is a good descriptor that narrows down to exactly what you are looking for.

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Typesetter

The term “typesetter” is a technical term that comes from the pre-digital era, but is still used. Bookmakers used to literally “set” physical pieces of lead “type” in order to create words, sentences, paragraphs—and books! This term is still used today, and usually if you find someone who calls themself a “typesetter”, they are someone who knows their trade well and has a good understanding of the powerful details Adobe InDesign offers to make large typesetting projects manageable.

Editorial Designer

While an “editorial designer” may work more specifically with the design of magazines or periodicals, they may also work with other multi-page design projects, like book interior design.

Graphic Designer

Graphic Designer is a catch-all term for people who work with graphics. Many graphic designers may design books during their career, but if a graphic designer is more of a generalist, they may not know the finer details of typesetting and book layout. I recently read a book that I could see had been formatted by a “graphic designer” but not a true “book designer”. The way the spacing and indentation was handled made it clear that the designer had not created a lot of books in his or her lifetime.

Paginator

I only heard this term recently, but it’s a more technical term for someone who helps with layout (probably more production/technical than creative). This person might paginate chapter books but might also work in a newspaper or publication kind of environment, probably not setting up the original page design but maintaining the style throughout a long-form publication like a phone book (do those exist anymore?) or manual.

(Book) Formatter

The term “book formatting” is still a commonly used term. “Formatting” sounds less creative than “designing”, and formatting might often be a task assigned to a more junior designer at a publishing house or graphic design studio, to take the more senior designer’s sample design concept and make it work through the formatting of the whole book.

Desktop Publisher

This was a term that was being used when I first got my feet wet in design and publishing in 2005! I was an intern at a non-profit publisher and they offered me the opportunity to learn book design and graphic design on-the-job. But the term they were using at the time was “desktop publishing”—a term used to describe the small size and relative affordability of designing on a desktop computer instead of through the expensive commercial phototypesetting equipment that was used before book design was done as it is today, on desktop computers (source).

Photo by Sarah Dorweiler on Unsplash

What do you call the person who creates the Inside of a book? Well, a lot of things! But terms like “book” + “interior” / “designer” / “layout” / “typesetting” should get you headed in the right direction to find the ideal book interior designer for your manuscript. Check out my book interior layout service page and see if I might be a good fit!