You want a narrowly focused topic so you can reach your market. A book on dog training, for example, is better than one on animals. Why? Because you can find and penetrate your target audience. Dog trainers, breeders, breed associations, animal shelters, pet shops, dog shows—all are rich hunting grounds. Perhaps you can even sell thousands of books to a dog food manufacturer as a giveaway to entice new customers.
To prosper in self-publishing you need certain personal characteristics as well. Writing is only the beginning. Marketing is critical. You must be willing to acquire this knowledge, or hire someone who possesses it. I know, mother always taught you not to "toot your own horn." If you expect to sell books, you'd better forget that advice. Marketing, however, need not be frightening. Think of it as helping people and building relationships, which is exactly what it is.(Frankly, if you want your book to stay in print and pay big dividends, you need to be personally involved in publicizing it anyway, whether you're self or trade-published.) The ability to follow up is as important to an author as a compute ris to an accountant. The squeaky wheel does get the oil.
Self-discipline is also a valuable personal characteristic. You'll be wearing many hats. A self-publisher is writer, editor, book designer, typesetter, printer, business manager,bookkeeper, order fulfiller, and publicist. Although you'll subcontract some of these functions, you will act as the construction superintendent. Ultimately,it's your project.
Be sure your motivation isclear. Self-publishing takes time, energy, and money. Most ventures are undertaken because the author wants to make a profit. That's fine. Done properly, this can be very lucrative. (Done improperly, you can lose your shirt.) We know self-publishers who earn a whopping 80% on their books. But they work hard for it.
Perhaps your goal is to influence people about a subject you feel strongly about—a "cause"book. Additionally, many of our clients publish a book as a business-building strategy. These are professionals, corporate executives, or entrepreneurs who seek to position themselves as "the expert." A book gives them new visibility and credibility.
Do It Right
Whatever your reason, do it right! A carefully crafted self-published book can compare favorably with a traditionally-published book. Quality control is vital. Get professional editing help. Develop a dynamic cover. Use someone who understands book design. Most graphic artists who create impressive logos or wonderful brochures don't have a clue about what works for book covers. And be sure you have an ISBN, LCCN, and a Bookland EAN scanning symbol on the back cover. Unfamiliar terms? Educate yourself by reading; find out what they mean. When you elect to self-publish, you're going into business. If you expect to compete in the marketplace, do your homework.
Also learn about printing. It's your biggest expense. Having a few hundred copies done at your local print shop or via Print on Demand may make sense for a family history or a chapbook of poems. To be cost-effective you need to print a minimum of 3,000 copies of most books, however, and you should work with a book manufacturer or a print broker who knows book printing and will look out for your best interests. We offer ideas in our newly revised Complete Guide to Self-Publishing to slash costs and still have a quality product.
Work in even signatures, preferably 32- or 64-page increments. Choose from the printer's standard papers, rather than specifying something unusual. Want an inexpensive and dynamic brochure? Print an overrun of the covers while you're on the press. They're cheap and impressive then. Consider publishing in hardcover. It will only cost you about $1.25 per book more, yet it commands a greater retail price (a $12.95 paperback versus the same book in hardcover at $19.95, for instance). Total costs to publish your own book vary as much as the price of automobiles. There are Cadillac projects and there are Geo projects. They depend on length, size, complexity of text, presence of illustrations or photographs, number of colors in the cover, editing needed, marketing involved, etc. You'll typically invest anywhere from $10,000 to $25,000 to do it right.
Self-publishing can be fun, exciting, and profitable. If you're the type of person who likes to be behind the wheel, rather than just along for the ride, it may be the perfect alternative for getting your book into print.
Keep in mind, it is not a cure all. It is a powerful tool for shaping your writing destiny. The bottom line is directly proportional to the effort expended. As with anything worthwhile, it requires self-discipline, investment, time, and creativity. Yes, there are risks involved-but done properly, the financial and emotional rewards can be substantial.
as a giveaway to entice new customers. 
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