How to Vet Publishing Vendors: Red Flags Every Author Should Know
How do you know if a self-publishing vendor is actually worth your money? This blog breaks down the red flags to watch for, the questions every professional should be able to answer, and why "facts, not promises" should be your golden rule when hiring anyone in this industry.
There. SEO done. Let's dive in.
If you've been in the game for long enough, chances are you've met and worked with some vendors who have left a bad taste in your mouth. It's a universal experience, whether that be self-publishing, renovating your home, or simply getting a haircut.
Where there is money to be made, there are people who are damn good at the job and there are people who aren't.
The self-publishing space is one of the trickier ones to navigate. After all, there's no real clear step-by-step process that leads to successful publication, and not a lot of people speaking candidly about what happens behind the scenes. Many authors step into the space with just their dreams, and a "trust the process" mentality.
They're expected to find beta readers, editors, cover designers, typesetters, marketing companies, all while writing their book and promoting it. That's a lot to juggle.
Writing and publishing a book is a lot like planning a wedding. The beginning stages are exciting! Every major step draws you closer to your big day. But then, as the process runs on, after meeting with your baker, your florist, your DJ, eventually the steam runs out. Everything is just "one more decision." Naturally, fatigue kicks in. And then, the wedding becomes an unending series of checkboxes that need to be ticked.
It can be exhausting. And, in an ideal world, you'd be able to trust that the people you're giving your hard-earned money to have your best interests at heart.
And that is where we see the most friction.
Inside The Industry: What We've Seen
Hawthorn & Aster is a full creative studio, meaning that we have someone for every step of the publishing process (sans audiobooks, but we're working on it). Because of our wide array of services, we've seen a little bit of everything come through our doors.
Sometimes it's manuscripts that have been put through AI instead of edited by human eyes and hands. Sometimes it's gunshy authors who had worked with marketing companies who promised them the world and underdelivered.
All of this comes down to one root cause: there is no barrier to entry in this industry on an indie level.
Anyone can start a business. You don't need a degree to start editing books. You don't need to go through an interviewing process to start selling your art online.
That's not to say that every solo-preneur or Instagram-based business is illegitimate. We've had the pleasure of working with many wonderful vendors over the years. But, we do have to move with a level of discernment.
Here Are The Questions We Ask and You Should Too
When working with any vendor, keep one thought at the top of mind: you are parting with your hard-earned money. That is food on your/your family's plate, that is the roof over your head.
Often, we see people taken advantage of because they're afraid to advocate for themselves, or afraid that they're going to upset their service provider by pushing back or asking questions.
But here's the thing: if they collapse like a soggy piece of tissue at the slightest sign of friction or an in-depth question, they're not the one for you.
Why?
Professionals know their craft. They're confident in the product they can deliver. If they're not confident, you shouldn't be either.
Education is part of any service. You're not meant to know everything. That's their job. If you have questions, they should be able to answer them in a clear, concise way.
They should be able to ground your expectations in reality. If I go to a personal trainer and say that I want to bench press a car by the end of two weeks, it's my trainer's job to tell me that's not possible. Managing my expectations protects them as well as me.
Now that we've removed the stigma around asking questions, allow me to share what we look for in any service provider:
What is your experience?
We're not looking for accolades as much as we're looking for real, on-the-job experience. How many projects have they completed? Do they have repeat clients? (This is the biggest one—if people are willing to go back, there's a likelihood that you may, too).How do you decide your pricing?
As a general rule, we encourage people to avoid vendors who aren't transparent about their pricing. "Based on complexity" is a valid response, but the framing should always be a concrete range.What should my communication expectations be while working with you?
Some vendors touch base regularly, some only communicate during touch points. If they are communicative, this is an easy answer.Step-by-step, what is your process?
This is particularly important for artists. But it's important to know what goes into the work you'll be receiving, so that you can get a sense of whether something is off or not.What are your revision and/or cancellation policies?
Every vendor has them, and it's important to know them at the onset before committing.
Last but not least, ask about the contract. In an ideal world, ask for a sample contract. If they are unable to provide one, ask about their terms.
No work should be entered without a contract. Contracts exist to protect you, as well as the vendor. A lack of one is a massive red flag.
In An Ideal World...
Service providers should automatically offer this insight while speaking with you about your goals. Take for example when I was touring daycares for my son. During the walk-through, I was told everything I needed to know: care, education standards, security, cleanliness, overarching philosophies, employee retention, nutrition, contracting, invoicing. All of this without me needing to ask much beyond, "will you send me pictures of him during the day?"
If we could impart one piece of advice on anyone reading this blog, it's this:
look for facts, not promises.
In publishing, a lot of this world revolves around what we call "promise theater." If you do THIS then you'll see SALES! If you HIRE ME, you'll become a BEST SELLER! If you purchase this package, your social media will grow by 100%.
It's enticing. They're selling a vision, an idea, a promise.
But those don't account for much when it's your wallet bankrolling that vision.
No service can promise consumer behavior. People will buy your book purely for one reason and one reason alone: they want to.
Which makes your vendor's pitch look a little something like this:
"I'll make you a beautiful, publisher-grade cover for Amazon, IngramSpark, or printer of your choosing."
"I'll polish your manuscript until it's the cleanest version it can be."
Tangibles.
Quality services.
If you pay for quality, the consumer—your reader—is, too.
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