5 Easy Steps to Self-Publishing Success
There is a moment that every first-time author knows well. The house is quiet. You set your coffee down. Your book file is open on the screen, and you think, how on earth do I turn this into a real book that people can buy and read? I have sat in that moment with hundreds of writers. The feeling is a mix of pride and dread. It helps to have a clear path and a calm voice that says, do this next. That is what this guide is for. Five steps, in plain language, with Canadian details where they matter, and links you can use today.
My name is Michael Pietrobon, founder of Foglio Custom Book Specialists. I started in academic publishing and moved into self-publishing because I like seeing authors keep their rights and ship beautiful, credible books. My team and I handle editing, cover design, typesetting, ebook validation, print, and distribution support for independent authors across Canada and beyond. You can explore our work and services here: Editing Services, Cover Design, Formatting & Typesetting, and eBook Design & Validation.
Here is the path we use every day.
Step 1: Write, refine, and polish your manuscript
A book becomes a book on the page first. That sounds obvious, yet many delays begin here. The goal is a clean, final manuscript that is ready for design. You do not need perfection. You do need a clear plan for editing and a way to manage feedback.
Know the four editing stages
Developmental editing looks at structure, pacing, and point of view. It asks whether the book works as a whole. If you are still moving chapters around or rethinking the arc, you are in this stage.
Line editing works at the paragraph and sentence level. It improves clarity, rhythm, and voice.
Copyediting fixes grammar, usage, and consistency.
Proofreading happens last, after design, and catches small errors in the typeset pages.
If you are not sure which level you need, read our plain-language guide: Every Type of Manuscript Editing Explained. If you would like help, our team can scope the right level for your book: Editing Services.
Use beta readers with purpose
Beta readers are not free editors. They are early test readers who help you see what lands and what does not. Give them a short list of questions and a deadline. If you need a starting point, our post on ARCs includes a handy checklist mindset that also works well for betas: Unlocking the Secrets of Advance Reader Copies.
Create a simple style sheet
A style sheet lists the choices you will keep consistent. It covers spelling, capitalization, numbers, hyphenation, character names, and special terms. A good style sheet saves money later in layout and proofing. If you want a deeper look at how house styles work inside a book, see The Unparalleled Joy of House Styles in Book Design.
The output of Step 1 is a complete manuscript in a single file, double-spaced, 12-point font, with clean paragraph breaks and no extra spaces. Save a copy that is locked for changes. Then move to design.
Step 2: Design and formatting that earns trust
Readers do judge books by their covers. Bookstores do as well. Design is not decoration. It signals genre and quality in seconds. Interior layout then proves that the promise on the cover was true. When cover design, typesetting, and ebook formatting are done by one team, your brand feels whole and your readers relax.
Covers that match the market and your unique style
Your cover has two jobs. It must look right for your genre so readers know at a glance where the book sits. It must also look like you. That balance is where experience matters. We start with a short brief, recent comps in your niche, and a clear target reader. Then we design for both print and digital from the start, which avoids last-minute compromises. See how we approach this work here: Book Cover Design and our perspective on brand here: Build Your Author Brand with Book Design That Sells.
Typesetting that reads like a dream
Thoughtful typesetting keeps readers inside your story. It reduces eye strain, handles widows and orphans, places images with care, and gives notes and references a home that makes sense. We build in Adobe InDesign and follow trade standards for margins, gutters, and running heads. If you want a deep dive, this guide is a useful starting point: Self-Publishing in Canada: A Complete Guide to Professional Book Formatting and Typesetting. Our service page explains how we translate that into your book: Formatting & Typesetting.
Ebooks that validate and look good on every device
A clean EPUB and Kindle file is not optional. Retailers now reject files with common errors. Links must work. Tables need to reflow. Images must have alt text. We design and validate your ebook so it passes checks on the first try and mirrors your print design where possible: What Is eBook Formatting? and eBook Design & Validation.
Asset checklist so you do not stall later
Have these ready before upload: final interior PDF for print, validated EPUB for ebook, print cover PDF with spine width set to your paper and page count, web cover JPG for retailer thumbnails, high-res author photo, bio, long and short descriptions, back cover copy, BISAC subject codes, keywords, and your ISBN details. If you still need to decide size and paper, this will help: Choosing the Right Trim Size and Paper.
Canadian detail that saves you money
In Canada, ISBNs are free through Library and Archives Canada. You can apply yourself, or a service like Foglio can handle the setup as part of your project. We explain the process here: ISBNs in Canada: How to Get One. If you also need a barcode or distribution advice, start here: ISBN, Barcode & Distribution.
Step 3: Metadata, accounts, and publishing setup
You do not need to be a data expert. You do need to fill out retailer forms with care and use the words your readers use. Metadata is how stores file your book in the right aisle. Get it right and discovery improves without ads.
Create the accounts you will actually use
Most Canadian authors do well with a simple setup.
Use Amazon KDP for your Amazon print on demand and your Amazon ebook.
Use Draft2Digital for ebook distribution to Apple Books, Kobo, Barnes & Noble, and library platforms like OverDrive and Hoopla.
Use IngramSpark for wider print distribution and bookstore cataloguing when you want orders outside Amazon.
This mix keeps your Amazon dashboard clean and lets you reach Canadian readers who shop on Kobo or who borrow ebooks from the library. For a wider strategic comparison, read our post on platforms: The Best Self-Publishing Platforms for Canadian Authors.
Write metadata like a bookseller
Title and subtitle should be clear and literal. Save clever for the prose.
Series name and number must be consistent. This helps with series pages.
Author name should match your cover and your author accounts everywhere.
Description needs a strong hook in the first two lines, then a short summary, a few key features, and a line about who the book is for. Avoid long walls of text.
Keywords are search phrases, not single words. Think like your reader.
Categories should match the real shelf you would like to occupy. Pick the most specific accurate categories first.
Contributors include illustrators, foreword authors, and editors when relevant.
For a deeper walk-through with examples, use our guide: Mastering Book Metadata for Canadian Self-Publishers.
Set pricing and understand royalties
Royalty structures differ by retailer and format. On Amazon, most ebooks priced within a certain band pay a higher rate than books priced outside it. Print royalties depend on your list price, trim size, paper, and the store’s wholesale discount. On IngramSpark you will set a wholesale discount and choose whether to allow returns. Returns can help with bookstore orders but affect your risk. Since policies change, always check the help pages of each platform before you finalise pricing. If you want a hand, we will model options with you during setup.
Remember the Canadian legal steps
Canadian authors register ISBNs at Library and Archives Canada and submit legal deposit after publication. Legal deposit preserves our national record. It is simple, and it matters. We summarise the essentials in our ISBN guide above and in our all-in overview: The Ultimate Guide to Self-Publishing in Canada.
Step 4: Distribution that fits your goals
There is no single best way to distribute your book. There is a best way for your goals. Decide where you want to win, then align your setup to that choice.
KDP Select or going wide
KDP Select is an optional 90-day exclusivity program for Kindle ebooks. During the term, your ebook must be exclusive to Amazon. You can run Kindle Countdown Deals and your book can earn from Kindle Unlimited page reads. If your audience lives on Amazon and you write in a KU-friendly genre, Select can be useful for a launch period.
Going wide means you keep your ebook on Amazon and also publish it to other stores. Draft2Digital makes this simple through one dashboard. We like wide for Canadian authors because it reaches Kobo readers and library patrons. D2D’s routes to OverDrive and Hoopla make it easier for libraries to acquire your title. Our head-to-head post covers Select versus wide in detail: Publishing Wide: Draft2Digital vs Amazon KDP.
Print on demand and bookstores
If your plan is mainly online sales, Amazon KDP print on demand works well. If you want to supply independent Canadian bookstores, you will likely use IngramSpark for print distribution because it plugs into the ordering systems booksellers already use. A listing does not guarantee shelf placement. You will still pitch stores or sell on consignment. Our printing primer compares options and helps you pick paper that suits your genre and budget: Print-on-Demand vs. Offset Printing in Canada.
Libraries and schools
Libraries choose based on patron demand, reviews, and catalog availability. Make your ebook easy to acquire through OverDrive and Hoopla. Include a clean sell sheet with ISBNs and ordering info. Our ARC guide shows how to present your book to librarians with respect for their time: Advance Reader Copies.
Step 5: Marketing, promotion, and steady optimisation
You do not need a giant budget. You do need a simple, repeatable plan. Think of marketing as showing up where your readers already spend time, with a book that looks like it belongs there.
Build a small but genuine platform
A basic author site with a clear bio and a newsletter sign-up beats a dozen scattered accounts. Post a short monthly update with a helpful tip or a behind-the-scenes note. Invite readers to reply. This is slow and durable. If you want ideas for reaching niche readers without noise, read this: How to Actually Find Readers for a Niche Book.
Use ARCs to earn early trust
Send advance reader copies to a curated list of reviewers, bloggers, librarians, and booksellers. Ask for an honest review by a set date. Pull the best lines into your product description and back cover. Our full playbook is here: Unlocking the Secrets of ARCs.
Try small, focused ads when it makes sense
Amazon ads can help surface a new title, but only after your metadata and cover are working. Start with a small daily budget and a handful of exact-match keywords. Pause what does not perform and keep your bids gentle. For wider promos, BookBub Featured Deals can be powerful when your series and reviews are in place. Pricing and eligibility vary by category, so check BookBub’s current pages before you plan a spend.
Refresh metadata each quarter
Set a calendar reminder every three months. Revisit categories, keywords, and your description. If a comp title breaks out, adjust your positioning. Small, steady edits beat one frantic overhaul.
Keep design consistent across touch points
Brand is more than just a logo. It’s a cohesive vision that often starts with your cover design, but carries on into your typesetting, ebook, and even (especially!) your social media and marketing materials. That unity builds trust and recognition. If you want a short primer, this is a quick read: Why Good Book Design Is Essential for Your Book’s Success.
A realistic schedule that will not break you
Timelines vary by genre and scope. Rushing a book hurts quality. Waiting forever kills momentum. Here is a simple, sane cadence we see work well for first-time authors.
Editing and author revisions: 4 to 8 weeks, depending on level and speed of response.
Cover design and concept approvals: 2 to 3 weeks, with time for feedback.
Interior design and typesetting: 2 to 4 weeks, depending on complexity, images, notes, and tables.
Proofreading on designed pages: 1 to 2 weeks.
Ebook formatting and validation: 1 week.
Retailer setup and review: 1 to 2 weeks.
ARC outreach and launch runway: 3 to 6 weeks, running in parallel with production once files are stable.
You can compress parts of this with fast approvals and tidy files. You can also expand with care if you want more ARC runway. If you would like a plan built around your book, we can map milestones with you and set response-time expectations so things keep moving.
Common delays you can prevent
After years of helping authors ship, the same avoidable problems show up. Here are six that cost time and how to avoid them.
1) Missing specs at kickoff
Before layout, confirm trim size, paper colour, and any special elements such as footnotes, images, tables, or pull quotes. A last-minute size change means a fresh layout and a new spine. If you are still deciding, this guide will help you choose well: Trim Size and Paper.
2) Images that are not print-ready
Screenshots and web images will not print cleanly. Aim for 300 dpi at final size, CMYK for print, and supply captions and credit lines in a separate document. If you plan on colour plates, discuss paper and cost early. Our primer on colour basics is useful here: RGB vs. CMYK section.
3) Unclear revision process
Decide who gives feedback, in what order, and by when. Combine comments into one round when possible. Use PDF comments and avoid sending tracked-change Word files once layout begins.
4) Ebook validation left to the end
Do not treat the ebook as an afterthought. Interactive elements, notes, and internal links must be planned. Validate early so you do not lose your upload window: eBook Design & Validation.
5) Distribution myths
A listing in a wholesale catalogue is not the same as a shelf placement. Plan outreach to local stores and libraries with realistic expectations and a clean sell sheet. Our post on publishing paths gives context: Self-Publishing vs Hybrid vs Traditional.
6) Legal details at the last minute
Canadian ISBNs are free, yet many authors delay and then scramble. Apply early, and note that legal deposit happens after publication. If you need help with barcodes and distribution decisions, start here: ISBN, Barcode & Distribution.
Frequently asked questions
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A typical project takes 8 to 16 weeks from edited manuscript to live listings. Complex interiors, heavy image use, or slow approvals add time. Starting ARCs before files are stable often leads to rework. A steady pace with clear milestones is faster in the end. If you need a plan, we can set a schedule with you during a free consult.
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Yes. Library and Archives Canada issues ISBNs at no cost to Canadian publishers and self-publishing authors. You can apply yourself or we can do it for you as part of our setup. Learn more in our guide: ISBNs in Canada: How to Get One.
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It depends on your goals and genre. Select gives you Kindle Unlimited page reads during a 90-day exclusive term. Going wide reaches Kobo readers and libraries and diversifies risk. Many Canadian authors start wide, use KDP for Amazon only, and use Draft2Digital for the rest. See our comparison: Publishing Wide: D2D vs KDP.
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Make your ebook available through OverDrive and Hoopla, which Draft2Digital supports. Provide a clean sell sheet, reviews, and a short pitch. Libraries choose based on community interest and quality. Our ARC post shows how to build early proof: Advance Reader Copies.
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Fees and discounts change over time. IngramSpark often charges setup and revision fees for print titles, and you will set a wholesale discount and returns policy for bookstores. Always check the current pricing on the IngramSpark site before you commit. If you would like us to handle the setup and explain options, we can include it in your package.
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Your core artwork should match. Print requires a full wrap with back cover, spine, and barcode area. Ebook uses a front cover image only. We design both from the start and deliver files sized for each retailer: Cover Design.
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For print interiors, a press-ready PDF with embedded fonts. For print covers, a press-ready PDF with the correct spine width and bleeds. For ebooks, a validated EPUB for Apple, Kobo, and others, and a Kindle-ready file for Amazon. We supply all of these and keep an archive for future updates.
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Start with the basics that cost time rather than money. Author site, newsletter, ARCs, social proof, and metadata tune-ups. Small, focused ad tests can help once your pages convert. For a clean overview of the whole journey, see our workbook post: You Can Publish a Book in 2025.
Treat your book like a small, joyful business
Self-publishing is work, but it does not need to feel chaotic. When you follow a simple order of operations, choose platforms that match your goals, and keep design and formatting in trusted hands, the process becomes steady and even fun. If you would like a partner who will keep your book on track from edit to launch, that is what we do every day. Explore our services here: Editing, Cover Design, Formatting & Typesetting, and eBook Design & Validation.
Ready to map your plan? Book a free consultation and bring your questions. We will help you choose the right path, avoid the common traps, and ship a book you are proud to put in someone’s hands.
