Here’s something no one likes to admit: readers judge your book long before they read a single word.
It happens in seconds. They glance at the cover, skim the description, and maybe check a review or two. If something feels off, even slightly, they move on. No second chances, no curiosity to peek inside.
It sounds harsh. But it’s the reality of self-publishing today.
Your writing could be excellent. Your story could be exactly what they’re looking for. But overlooked details, ones that seem small, decide whether readers give your book a shot or pass without a thought.
You’ve done the hardest part. You’ve finished your manuscript. Now it’s about making sure nothing outside the story holds it back. Stick with me, and we’ll break down the places authors slip. You don’t have to learn these lessons the hard way.
1. Publishing Too Soon
Many new authors finish writing their book and think, “I’m done!” They rush to publish right away. This is one of the biggest mistakes in self-publishing.
Stephen King says, “Write with the door closed, rewrite with the door open.” This means your first draft is for you, but the editing process is where you make it ready for readers.
Why You Need Time Between Drafts
After finishing your first draft, set it aside for at least two weeks. This gives you fresh eyes when you return to it. You’ll spot problems you missed before.
When you come back to your manuscript, read it as a reader, not as the writer. You’ll be shocked at how many issues jump out at you—awkward sentences, plot holes, or character problems.
Building a Proper Timeline
A good self-publishing timeline looks something like this:
- First draft
- 2-week break (minimum)
- Self-editing (2-3 passes)
- Beta readers (2-4 weeks)
- Professional editing
- Formatting
- Cover design
- Marketing prep
- Publishing
This process takes months, not days. Plan for 4-6 months from finishing your first draft to publishing your book. This might seem long, but rushing leads to a book that feels unfinished and unprofessional.
2. Not Hiring Professional Editors
Can you spot all the mistakes in your own writing? Probably not. Our brains know what we meant to say, so they often skip over errors in our own work.
Even if you’re great at grammar, you’ll miss things in your own writing.
Professional editors bring fresh eyes to your work. They find story problems, awkward writing and grammar errors that you might miss. They also know what readers expect in your genre.
A lot of writers say, “I can’t afford an editor.” But the real question is, can you afford not to have one? Bad reviews caused by editing mistakes can ruin your book’s chances.
Readers expect a polished, professional product, even from self-published authors. They won’t make exceptions because you’re “indie.”
Finding the Right Editor
Not all editors are the same. Look for editors who:
- Work in your genre
- Have samples or testimonials
- Offer a sample edit of your work
- Have clear pricing
- Use a contract
Don’t just pick the cheapest option. Ask for recommendations in writing groups or check editorial associations.
3. Designing Your Own Cover Without Skills
We all know not to judge a book by its cover, but the truth is, we do it all the time. Your book cover is the first thing readers see and it needs to grab their attention.
Especially online where hundreds of books are just a scroll away and that split-second glance is all they need to decide if yours is worth clicking.
It’s tempting to design your own cover. You’ve written the story so who better to capture its essence than you? Maybe you even dabble in Photoshop or Canva and feel like you can whip something up.
Unless you have design skills and know current book cover trends, this often ends with a cover that looks amateurish.
Readers subconsciously know what a professional cover looks like. A poor cover sends a message to readers that the book itself might not be good. Even if your story is amazing, a bad cover can stop readers from ever discovering it.
That’s why hiring a professional designer is worth every penny. Someone who knows market trends can create visual appeal. And most importantly knows what draws your specific audience in.
Your cover is the first impression! And in a world filled with choices it needs to be the strongest one.
4. Ignoring Book Formatting
You’ve written a great story and found a stunning cover. But the inside of your book matters just as much. Poor formatting makes reading hard and turns readers away.
Bad formatting includes issues like uneven margins, hard-to-read fonts, missing page numbers, or chapter headings that don’t match. These problems may seem small but add up to a poor reading experience.
If you want to format your book yourself, here are some good tools:
These tools make formatting much easier than trying to use Word or Google Docs
5. Publishing Without Knowing Your Audience
One of the biggest mistakes new authors make is saying, “My book is for everyone!” No book is for everyone. Even Harry Potter and the Bible don’t appeal to everybody.
Before you publish, you need to know:
- Who will read your book?
- What other books do they read?
- What do they expect from books like yours?
- Where do they hang out online?
- How do they find new books?
Researching Your Genre
Each genre has “rules”, not for writing, but for reader expectations. Romance readers expect a happy ending. Thriller readers expect high stakes. Break these expectations, and readers get upset.
To research your genre:
- Read the top 20 bestsellers in your category
- Join reader groups for your genre
- Read reviews of similar books
- Notice cover styles, book lengths, and pricing
Finding Your Target Readers
Once you know your genre, dig deeper to find your specific readers:
- Age range
- Interests
- Reading habits
- Where they buy books
- What problems they want solved (non-fiction)
- What emotional experience do they want (fiction)
This information shapes everything from your book description to your marketing plan.
6. Bad Metadata (Title, Description, Categories, Keywords)
Now everything seems good… but then nothing happens. Sales are slow and your book is invisible.
Chances are, people can find your book. And that comes down to metadata.
Now, “metadata” might sound technical or boring, but it’s just the basic info that determines how your book shows up in searches and recommendations. It’s your title, book description, categories and keywords.
And here’s the thing: get this wrong and readers won’t even see your book no matter how good it is.
Your title needs to be clear and genre-appropriate. Your description is your sales pitch, it should hook readers and make them click that buy button. Categories decide which virtual shelf your book sits on and keywords help readers find you when they’re searching.
Messy, weak, or random metadata leaves your book lost in the crowd.
This is where a little research pays off. Look at books similar to yours. What categories are they ranking in? Pay attention to the descriptions that pull you in. Think about the words readers are typing into the search bar.
Treat your metadata with the same love you gave your writing.
7. Wrong Pricing Strategy
Pricing your book is tricky. Too high and readers won’t take a chance on you. Too low and they might think your book isn’t good or you won’t make enough money to cover your costs.
New authors often make emotional pricing decisions:
- “I worked hard, so it should cost more”
- “I’ll price it low so more people buy it”
- “Famous author X charges $14.99, so I will too”
None of these approaches work well. Instead, research what similar books in your genre cost. Look at books by authors with a similar level of name recognition, especially those with good sales ranks.
Find that sweet spot where readers feel they’re getting fair value without hesitation. And always leave some room for promotions or temporary discounts down the line.
8. Ignoring Pre-Launch Marketing
One of the biggest mistakes self-published authors make happens long before launch day. You finish the book, upload it, hit publish, and only then start thinking about how to get people to notice it. But by then, you’re already late.
Building buzz before launch is what sets up strong sales. Start marketing your book 1-2 months before launch. Let your email list know something’s coming, share snippets on social media, create a pre-order page, send early copies to reviewers, or offer bonuses for those who buy during launch week.
Don’t leave launch day to chance. Give yourself a 1-2 month runway to build momentum. The more groundwork you lay beforehand, the smoother everything goes once your book is out in the world.
9. Forgetting About Physical Quality (Paper, Binding, Materials)
There’s something special about holding a physical book in your hands. The weight, the feel of the pages, and the clean print. It all adds to the reading experience. But if the paper feels flimsy, the binding cracks easily, or the print looks dull, readers notice. And they judge.
Take time to research different print options. Consider:
1. Paperweight and color (cream paper is often easier on the eyes than bright white)
2. Cover finish (matte vs. glossy)
3. Binding quality (perfect bound vs. saddle-stitched for shorter works)
4. Trim size (industry standard sizes look more professional)
Order samples from different print services before you commit. Print-on-demand services like KDP Print and IngramSpark have different paper stocks and finish options.
Keep in mind that print books will be displayed in stores or libraries, given as gifts, or kept for years in readers’ collections. A better physical book is worth a slightly higher price.
Tip: Always order sample copies before approving the final version. Hold it in your hands. Flip through the pages. Make sure it feels clean and professional.
10. Forgetting Beta Readers
Finishing your manuscript is a big deal. And it is. But before you publish, there’s one step too many authors skip: letting fresh, honest eyes see your book. And not just any eyes, specifically beta readers who aren’t afraid to tell you the truth.
It’s tempting to hand your book to friends or family members and ask what they think. But they’re the worst beta readers. They care about you, not the story. Most won’t give you the brutally honest feedback you need. They’ll tell you it’s “great” without pointing out real problems. That feels good at the moment but does nothing to make your book better.
A good beta reader will tell you straight up if something is confusing or off. They’ll spot plot holes, weak dialogue, and pacing issues you’ve grown blind to after reading your own work a million times.
11. Letting Fear and Perfectionism Hold You Back
There’s a sneaky trap that catches more authors than you’d think. It’s not bad writing or bad marketing, but the feeling that the book isn’t ready yet. You tweak one chapter, then another. Fix one sentence, then find ten more things you think could be better.
Before you know it, months or years pass and your book never sees the light of day.
Perfectionism feels productive. It disguises itself as care and dedication. But underneath it’s often driven by fear, fear of bad reviews, fear of failure, fear the book won’t live up to expectations. That fear makes you keep polishing, editing, and second-guessing.
The hard truth is that no book is ever perfect. Even the most successful authors will tell you they could edit their published books forever. At some point, you have to draw a line. You’ve done the edits. You’ve cleaned up the rough spots. Now it’s time to trust your work.
Waiting for the “perfect” moment to publish almost always means no moment at all. And every day you wait is a day you’re not putting your book in front of readers. Don’t let perfectionism paralyze you. Hit publish, move forward, and grow with every project.
12. Overcomplicating the Process
There’s so much advice on self-publishing online you might feel you need to do everything at once. You might think you need a book trailer, podcast appearances, blog tours, Facebook ads, Amazon ads and more before you can launch your book.
This leads to feeling overwhelmed and often results in not doing anything well. You spread yourself too thin and burn out before seeing results.
Remember simple works better, especially for new authors. Focus on doing a few things right rather than trying to do everything.
13. Over-Reliance on Social Media Alone
You get caught up in thinking social media will drive your book sales. Everyone there is posting, scrolling, liking, and sharing. You spend hours designing posts, creating reels, chasing followers and figure attention will automatically turn into sales.
But! Social media is unpredictable.
Algorithms change overnight. Your reach drops, engagement slows and suddenly all the effort you put in feels wasted. Even when posts do well, likes and shares don’t always translate to actual book sales. Followers aren’t readers.
Relying only on social platforms is risky. You don’t control them. You’re at the mercy of ever-changing rules.
That’s why you need something stable like an email list. It’s the one place where you’re in control. No algorithms between you and your audience. When you have a new book, special offer, or update you can reach readers directly, anytime.
Chasing followers feels good short term. But building something solid keeps your books selling far beyond a viral post.
14. Going Exclusive with One Platform Without a Plan
Amazon makes it sound so good. The KDP Select program is the golden ticket. You get more visibility, Kindle Unlimited, and a few extra promotional perks. So many new authors jump in without thinking twice and go exclusive with Amazon right out of the gate.
Here’s the catch: once you’re in KDP Select, your eBook is locked. You can’t sell it on other platforms like Apple Books, Kobo, or Google Play. For many authors that’s fine at first, Amazon is the big dog after all. But without a clear plan that exclusivity can quietly limit your long-term growth.
What if your readers prefer to read on other platforms? What if you decide later to go wide and expand but now you’re stuck in 90-day renewal cycles waiting it out? Before you make a decision take a step back. Think about the readers you want to reach and research other platforms.
15. Falling for Scams or Overpaying for Services
New authors looking to publish often become easy prey for vanity presses, overpriced marketers, or so-called “experts” who promise the world and deliver nothing.
It usually starts with a flashy website and big claims. Before you know it, you’ve spent thousands on services that barely move the needle.
That’s why you need to vet any company you consider. Look for companies that have real experience and transparent processes. A good example is Mayfair Publishers. They’re clear about what they do and take pride in supporting authors not preying on them.
16. Publishing Books That Are Too Long
While you may love your 200,000 word epic, readers often don’t take a chance on very long books from unknown authors.
Long books create several problems, they:
- cost more to print, so you have to charge more or take lower profits
- take longer to edit, so your production costs increase
- can intimidate readers looking for a quick, fun read
- may indicate pacing problems or lack of editing
Each genre has typical word count ranges based on reader expectations.
| Genre | Typical Word Count |
| Adult Fiction | 70,000–120,000 words |
| Romance | 50,000–90,000 words |
| Epic Fantasy | Around 120,000 words or longer |
If your book is much longer than these ranges, consider splitting it into multiple books or tightening your writing.
Staying within genre word counts makes marketing easier and increases the chances readers will take a chance on your work.
17. Not Having a Long-Term Plan
Building a real author career doesn’t come from a single book. It’s what happens next. Readers rarely become fans after one read. They stick around for the next book, the next series, and the next story that hooks them.
Without a long-term plan, it’s easy to lose momentum. Sales might spike at launch, but if you don’t already have your next project lined up, the buzz dies down quickly. And when you disappear for a year or two without a clear direction, so do your readers.
The key is to think beyond one launch day. Where will you be in a year? Three years? How will each book you publish be part of something bigger?
Without that bigger picture, each book becomes a standalone effort, and you’re constantly starting over from scratch.
The Bottom Line
Self-publishing opens the door for you to take control of your book, but it’s easy to trip up by the small details along the way. Most of the common mistakes aren’t because authors aren’t talented. They happen because no one warns you how much each of these steps matters.
But you don’t have to learn everything the hard way. Take the time to get the fundamentals right. And if you need a hand along the way working with experienced publishers who know the ropes can save you a lot of grief. Mayfair Publishers guides authors through each stage of self-publishing. Their collaborative approach means you’re not left in the dark. You’ve done the hard work writing it, now make sure nothing holds it back.
