Breaking Through the Publishing Hype: The Case for Traditional Publishing

Someone said something to me this morning that is still in my head: "I don't want to try to publish my book traditionally. It's too expensive."

I once had someone say to me, "It costs $100,000 to publish a book, right?"

Wrong!

Who is sharing this misinformation? And why do they think it's okay?

If someone is telling you that you need to pay a someone to publish your book, that is not traditional publishing.

In traditional publishing, the publisher invests in your book … and you. They pay you royalties on books sold. The only expenses you may choose to incur are for professional services to help you create a stronger book—a book proposal strategist like me, an editor, a proofreader—or platform: marketing support, PR, podcast booking, and speaking outreach.

Part of the problem is that thought leaders, entrepreneurs, consultants, coaches, and speakers are constantly bombarded with ads, emails, and social media pitches promising shortcuts to nonfiction authorship.

"Become a bestselling author!”

"Join our compilation book!"

"We'll do everything for you!"

Yikes. Those are all red flags.

By the way, I get these pitches, too … at least once a week. The difference is that I know the landscape. I know the difference between legitimate publishing support and the "pay us to help you hack the algorithm and become a bestseller" razzle-dazzle.

Some of these services may be legitimate, but many of these “service providers” are simply very good at selling the dream of authorship to people who don't understand how publishing works.

Too many aspiring authors believe that writing a big check is simply the cost of becoming an author. It isn't.

There are many paths to publication, and I am an unapologetic fan of traditional publishing. And I say this as someone who self-published two ebooks, before going the traditional route, so my work can be known in the mainstream. My third traditionally published book comes out this fall; a project I co-authored and that our agent sold in less than a month on an exclusive submission.

And, while there are self- or hybrid-publishing success stories out there, the ones you hear about tend to be the exception, not the rule.

Pursuing traditional publishing may not be easy … but it is no more difficult than any other “hard thing” in life. It’s actually relatively straightforward.

For traditional non-fiction publishing, unless it’s a memoir, you do not write the whole book, to sell a book. You create a book proposal, a marketing and sales document that makes a case for your book and you as the author. It includes Concept (the differentiating idea), Context (platform, promotion, audience, and comp titles), and Content (TOC, detailed outline, and sample chapters).

Here’s the thing: Agents and publishers are looking for books they can sell. Your job as the author is to give them one.

Because the goal isn't just to be published. It’s to get your book into the hands of the people who need it … not just the people who already know your name.

A Quick Break Down of the Publishing Options

Self-Publishing. Self-publishing means you are the publisher. You handle—or hire people to handle—everything from editing and cover design to production, distribution, and marketing.

Pros: Complete creative control, faster timeline, higher royalty percentage per book sold.

Cons: You are responsible for everything, including distribution and discoverability; doing it right requires investing in professional services; quality depends on your budget and team.

My Take: Too many people choose self-publishing because they've been told traditional publishing is impossible or inaccessible. That's simply not true.

Hybrid Publishing. Hybrid publishers offer services that fall somewhere between self-publishing and traditional publishing. Authors pay for publishing packages, while receiving varying levels of support.

Pros: Greater creative control, faster release timeline, more support than self-publishing.

Cons: Costs can be substantial (and upsells, which include marketing, are common), quality varies dramatically, distribution is often overstated.

My Take: While some hybrid publishers do good work, those are few and far between. Before signing a contract, understand exactly what you're paying for, where your book will be distributed, and what happens after publication day. What good is having a book, when you are not proud of the product and/or no one ever sees it?

Compilation Books. Compilation books bring together multiple contributors, each writing a chapter. Typically participants pay to be included and collaborate on promotion efforts.

Pros: Low barrier to entry, useful for people who are not ready to write a full book.

Cons: Limited long-term impact, does little to establish you as an author.

My Take: Costs vary for compilation books, which can be a stepping stone or authority-builder for a thought-leader with their own business/service/consultancy. However, they are no substitute for writing your own book.

Traditional Publishing. In traditional publishing, a publisher acquires your book because they believe it can succeed in the marketplace. They invest in editing, design, production, distribution, and sales. You earn royalties on books sold.

For nonfiction books, the process begins with a book proposal, pitched either through an agent (preferred) or directly (for publishers that take unsolicited submissions). The acquisitions editor then pitches you to their editorial board in order to get the green light.

Pros: Professional editing and production, bookstore and library distribution, greater credibility and visibility, the best opportunity to reach readers beyond your existing network.

Cons: The process takes time, you do not control every decision (though with the right publisher, the goal is win-win).

My Take: This is the publishing path I believe gives most nonfiction authors the greatest opportunity for success, not because it's prestigious … thought it often is. Because it works. Traditional publishers know how to produce, distribute, and sell books. They have relationships with bookstores, libraries, media outlets, and industry professionals that most authors simply do not have on their own.

I do recommend writing a book proposal, no matter how you choose to publish. It helps with differentiation, focus, and marketing. All of my traditionally published books were written within three months, because they were already conceptualized and organized.

The Bottom-Line

Whenever I hear authors dismiss traditional publishing because they have been told it is too expensive, it takes too long, or it will cloud their vision,I just want to stand on my soapbox.

It isn't.

The right publisher works with you to create the ultimate win-win.

Does it require work? Absolutely.

Do you need a strong idea, platform, and proposal? Of course, but that’s true for any book.

Is it worth pursuing if you want broad reach and long-term credibility? Yes!

If your goal is impact, credibility, and reaching readers beyond your immediate circle, traditional publishing remains the way to go.

*Feature image by Jorm Sangsorn (Adobe)