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Featuring Insights from Jennifer Crosswhite

Show Notes:

Publishing a book has never been more accessible—but that doesn’t mean it’s free. In this thoughtful conversation, Jennifer Crosswhite and her co-host explore the real costs behind self-publishing, what authors should prioritize, and how your publishing goals should shape your investment strategy.

Whether you’re creating a memoir for your family, launching a nonfiction book to support your business, or building a fiction brand, understanding your publishing budget is one of the most important steps in the process.

And as Jennifer reminds listeners throughout the conversation: your “why” matters.

Start With Your Purpose

Before spending a dollar on publishing, Jennifer encourages writers to step back and ask a foundational question:

Why are you publishing this book?

The answer shapes everything that follows.

A family memoir intended for children and grandchildren may require a very different level of investment than a business-building nonfiction book or a commercially published novel. Your goals determine where your budget should go and how professionally polished your final product needs to be.

For some authors, publishing is deeply personal. Jennifer reflects on how meaningful it can be to preserve family stories and memories for future generations—especially considering copyright protections can last for the author’s lifetime plus 70 years.

Books become legacies.

Technology Has Changed Publishing Forever

The discussion also highlights how dramatically technology has changed over the years—not just in publishing, but in everyday life.

From paper airline tickets and phone-booked travel plans to today’s instant digital access, the pace of technological change continues to accelerate. Jennifer compares this shift to the historical transitions experienced during Laura Ingalls Wilder’s lifetime, noting how readers often crave stories that reconnect them to simpler times.

This nostalgia partly explains the ongoing popularity of memoirs, historical fiction, and even Amish fiction.

Books help people process change.

The Biggest Publishing Investments

When it comes to budgeting, Jennifer emphasizes two non-negotiable areas where authors should invest wisely:

1. Professional Editing

Editing is far more than grammar and punctuation.

A strong developmental editor helps shape the structure, flow, clarity, and effectiveness of a manuscript. Jennifer explains that deep editing requires intense concentration and years of publishing expertise—making it one of the most time-consuming and expensive parts of publishing.

She also notes that good editors are often booked months in advance.

Authors working on smaller personal projects may choose lower-cost editing solutions, such as trusted teachers, beta readers, or English graduates. But for books intended to represent a business or professional brand, high-quality editing is essential.

The hosts also stress that every author should invest in:

• Copyediting
• Proofreading
• Outside editorial feedback

Because authors are simply too close to their own work to catch everything.

Why Book Covers Matter

People absolutely judge books by their covers.

Jennifer and her co-host laugh about seeing excellent books hidden behind terrible cover designs—but the lesson is serious: your cover is your first marketing tool.

An effective cover should:

• Immediately communicate genre and tone
• Look professional
• Appeal to your target audience
• Encourage readers to click, buy, or learn more

A great cover opens the door. A great reading experience keeps readers coming back.

Understanding ISBNs and Publishing Platforms

The conversation also dives into the often-confusing topic of ISBNs.

Jennifer explains that ISBNs function as tracking numbers for books across various formats and distribution channels. Paperback editions, hardcovers, ebooks, and audiobooks each require separate ISBNs.

The hosts discuss the pros and cons of:

• Free ISBNs from publishing platforms
• Purchasing your own ISBNs through Bowker
• Using IngramSpark versus Amazon distribution
• Managing global distribution

For authors who hope to sell widely through bookstores, libraries, or multiple retailers, owning your ISBNs can provide greater flexibility and professionalism.

However, authors creating simple family projects may not need the same level of investment.

Again—the right choice depends on your goals.

Your Website Is Your Digital Home Base

One of the strongest points made in the discussion is the importance of an author website.

Social media platforms are helpful marketing tools—but they are not owned assets.

Jennifer encourages every author to create at least a simple website where readers can:

• Learn about the book
• Join an email list
• Contact the author
• Access updates and resources

Even a single-page website is better than relying entirely on social media platforms.

Your website becomes your publishing headquarters.

Print-on-Demand vs. Bulk Printing

The hosts strongly support modern print-on-demand publishing options.

Years ago, many authors had to order thousands of copies upfront and pay warehouse storage fees. Today, platforms like Amazon KDP and IngramSpark allow authors to print books only when needed.

This significantly lowers upfront risk.

However, authors should still consider:

• Ordering author copies for events
• Having books available for speaking engagements
• Planning inventory for launches
• Shipping and fulfillment logistics

Jennifer notes that speakers and nonfiction authors often benefit from keeping around 50 copies on hand for flexibility.

Creative Book Bundles and Reader Experiences

One of the most enjoyable parts of the conversation centers around creative book packaging ideas.

The hosts discuss how authors can increase perceived value and create memorable reader experiences through bundles and themed products.

Examples include:

• Journals paired with nonfiction books
• Bath salts and wellness-themed bundles
• Tea packages
• Gift bags
• Nightlights included with suspense novels
• Print-on-demand merchandise like tote bags

These experiential touches help books stand out and create stronger reader connections.

But Jennifer also reminds authors to carefully calculate costs and profit margins before offering bundled products.

Don’t Forget the Business Side

Publishing a book often means becoming a business owner.

The conversation closes with reminders about:

• Tracking expenses
• Saving receipts
• Managing taxes
• Monitoring shipping costs
• Tracking mileage
• Planning cash flow carefully

Authors who think strategically from the beginning avoid many costly mistakes later.

Final Thoughts

Self-publishing offers incredible opportunities—but success comes from intentional planning.

Jennifer Crosswhite encourages authors to approach publishing thoughtfully:

• Clarify your goals
• Understand your budget
• Prioritize professional editing
• Invest in a quality cover
• Build your digital presence
• Create systems that support long-term growth

Most importantly, remember that your words matter.

Your stories, experiences, and expertise have the power to impact readers for generations to come.

FAQ

What are the biggest expenses in self-publishing?

The largest expenses are typically professional editing, cover design, and building an author website.

Do I need to buy my own ISBN?

If you want broader distribution and long-term control over your publishing brand, purchasing your own ISBNs is often recommended.

Is print-on-demand better than bulk printing?

For most indie authors, yes. Print-on-demand reduces storage costs and financial risk while allowing flexible inventory management.

Why is editing so expensive?

Professional editing requires extensive expertise, time, and deep concentration. Developmental editing often takes dozens of hours spread across several weeks.

Do authors really need a website?

Absolutely. Your website serves as your digital home base and allows you to grow your email list, showcase your books, and maintain control over your audience.

What is the difference between copyediting and proofreading?

Copyediting improves grammar, clarity, consistency, and sentence structure, while proofreading catches final typos and formatting errors before publication.

Can authors make money selling book bundles?

Yes. Creative bundles and experiential products can increase perceived value and boost sales, especially at speaking events and holiday markets.

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