{"id":37126,"date":"2026-06-03T11:37:35","date_gmt":"2026-06-03T11:37:35","guid":{"rendered":"https:\/\/itdi.pro\/community\/?p=37126"},"modified":"2026-06-04T03:49:58","modified_gmt":"2026-06-04T03:49:58","slug":"self-publishing-elt-authors-publishing-process","status":"publish","type":"post","link":"https:\/\/itdi.pro\/community\/blog\/professional-development\/self-publishing-elt-authors-publishing-process\/","title":{"rendered":"The “Publishing” Side of Self-Publishing: What ELT Authors Need to Know"},"content":{"rendered":"\n

Originally published 2021 by Dorothy Zemach on iTDi.pro. Updated June 2026.<\/em><\/p>\n\n\n\n

I think when some people think about the term \u201cself-publishing,\u201d they find it very empowering, because of that word \u201cSelf.\u201d You have control over your content; you choose your own deadlines; you set your prices; and you keep all of the money earned.  <\/p>\n\n\n\n

But in this article I\u2019d like to talk about the other half of the term, the \u201cpublishing\u201d part. Yes, you either do the work or source the work yourself \u2013 but what exactly is that work? And how does one go about doing it or making sure it gets done?  <\/p>\n\n\n\n

Think Like a Publisher Before You Write a Word<\/strong><\/h2>\n\n\n\n

I\u2019m sure it\u2019s no surprise to hear that you\u2019re responsible for coming up with an idea, and then writing your book. But even at that stage you need to think as a publisher and not just a writer \u2013 meaning, you need to consider your potential audience. Ideally, you would do this before you ever write a word, while you\u2019re writing, and after you finish. Who are you writing for? What do those people want to know, or want to read, or want to learn \u2013 and how do you know? What steps are you taking to ensure that you\u2019re fulfilling these wants? Will you get test readers (sometimes called \u201cbeta readers\u201d or \u201ccold readers\u201d), or can you get a colleague to teach from some of your materials, or will you hire a developmental editor?  <\/p>\n\n\n\n

Have you taken stock of existing materials in your area? How does your work offer a fresh variation of their strengths, and avoid or improve upon their weaknesses? What are people buying now (because your book doesn\u2019t exist yet), and how will your offering be an improvement?  <\/p>\n\n\n\n

These questions inform one area of the marketing department of a traditional publisher. When you\u2019re self-publishing, you become your own marketing department. While you won\u2019t have the reach of a large publisher, you can leverage social media and your networks of friends and colleagues to help answer those questions. But if you don\u2019t do that work at all, you risk pouring time and energy into a book that isn\u2019t actually what people want.  <\/p>\n\n\n\n

Your Book Needs an Editor \u2014 Yes, Even Yours<\/strong><\/h2>\n\n\n\n

Even if you don\u2019t work with a developmental editor who helps shape your work as you\u2019re writing, you\u2019ll want an editor to work on the finished manuscript. Yes, even if you\u2019re an English teacher. Even if you work as an editor yourself. A person who acts as their own lawyer has a fool for a client, as the saying goes \u2013 there\u2019s some truth to that, too, for writers who do their own editing. You\u2019re so close to your own work that you just don\u2019t have the objectivity and perspective that another person does. The novelists who win a Pulitzer or the Booker prize have editors, and it\u2019s not because they\u2019re not good with words.  <\/p>\n\n\n\n

If you were writing for a publisher, you\u2019d get a developmental editor, a copy editor, and a proofreader. But you can hire people to do that work for you, too. In fact, these days the larger publishing houses are laying off editorial staff right and left and hiring freelancers. So you can not only hire the same level of expertise, you can in many cases hire the identical experts used by the big publishers. I do think it\u2019s important for ELT writers to have an editor who knows the field, though. If you\u2019re writing a guide to setting up an extensive reading program, you\u2019re going to want an editor who knows what extensive reading is. After all, they need to be able to judge the effectiveness of your materials. As self-publishing becomes more common, though, more freelancers are specifically positioning themselves to work with indie authors.  <\/p>\n\n\n\n

Cover Design Is a Sales Tool, Not a Personal Statement<\/strong><\/h2>\n\n\n\n

You\u2019re going to need a cover for your book. If it\u2019s an ebook, that will be a single \u201cpage\u201d \u2013 an image and some text. For a paperback, you\u2019ll also need a back cover, with a description of the book, and a spine. An audiobook will need a special version of your cover in the correct size.  <\/p>\n\n\n\n

Cover design is not easy \u2013 especially if you\u2019re not a designer. Not that it\u2019s hard to find an image and place text on it, but the challenge is to create a cover that both represents your book and sells your book. I advise people to check the list from Amazon or Apple of the top 100 books in their genre and see what those books have in common. Those are books that are selling; you want to sell too! Do the top books have abstract covers? Are they using photographs? What colors are associated with different levels? I\u2019ve seen authors really dig in at this point and say, \u201cBut I want to use this photo because it\u2019s one I took myself of my favorite place to sit and think about reading\u2014it\u2019s the underside of the bridge by my department!\u201d Well, fine, that\u2019s meaningful to you \u2013 but it\u2019s not going to mean anything to your customers.   <\/p>\n\n\n\n

I started out doing my own covers, but these days I work with a cover designer. A good designer has some knowledge of what looks are selling; they\u2019ll also have access to far more fonts and photos and drawings than you can find on free sites (and perhaps even a paid stock photo site, as designers often subscribe to more than one). In the course I teach, I do take people through the process of creating their own cover, but that\u2019s partly to get a cover done and partly to understand just how much goes into one \u2013 so people can get a feel for what they can do but also what they cannot do. You need to know when to turn to an expert.  <\/p>\n\n\n\n

The Real Cost of Doing It Right<\/strong><\/h2>\n\n\n\n

It does cost something to hire an editor and a proofreader and a cover designer. However, those are one-time fees, and if your book sells, you\u2019ll be making money year after year. It is, of course, completely possible to skip all those steps and still wind up with a product that you can upload to retail sites. But if you aren\u2019t interested in doing the work of publishing, I\u2019d suggest that your work might be better suited for blogging or posting on your own site. If you publish on a retail site, you are declaring to the world that your work is worth someone\u2019s money and time; and you therefore have a responsibility to make sure you have created something of quality.  <\/p>\n\n\n\n

Getting Your Book in Front of Buyers<\/strong><\/h2>\n\n\n\n

The final piece of the process is sales. I feel this is perhaps the hardest area for self-publishers, but then it\u2019s also hard for traditional publishers, even those armed with a global sales force. The challenges are greater for indies, though. How do you reach potential customers in other countries? How can you get the word out that your book even exists? As with your initial market research, here is where you can draw on social media and your existing networks, but for most people, those are not places to push sales, not beyond an initial announcement or two. While editors and even cover designers for indie ELT authors have started showing up, I haven\u2019t yet come across anyone working seriously in sales and marketing for indie ELT authors (there\u2019s a market niche for someone enterprising!). However, a look at the Amazon top 100 lists for ELT materials will also show you how many self-publishers are able to reach buyers. So while it may not seem easy, it\u2019s definitely possible.  <\/p>\n\n\n\n

This is a terrific time for self-publishing. The barriers for entry are low and the market for creative and innovative materials is wide open. You will need some resources to help bring your product to the market\u2014but it\u2019s possible to do so. Those interested in joining the 2026 iTDi course I\u2019m running on self-publishing for ELT professionals can click here<\/a>.<\/a> Hope to see you there! And your books for sale. <\/p>\n","protected":false},"excerpt":{"rendered":"

Originally published 2021 by Dorothy Zemach on iTDi.pro. Updated June 2026. 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