Self-Publishing Is The New Normal
Self-published authors are no longer a niche corner of the book world. They are the market.
According to Bowker, the organization that issues ISBNs, the number of self-published books in the U.S. jumped 38.7% in 2025 alone, topping 3.5 million titles, compared to just 642,242 traditionally published books that same year. Looking at the longer trend, self-published output grew 43.5% between 2022 and 2025, while traditional publishing grew only 10% over that same span.
Be seen and heard to promote your book even if there are millions of books
Annie Jennings PR built its self-published author publicity services around exactly this shift. Most of our clients are self-published. With this in mind, we designed our Performance Publicity® model to give self-published authors the same guaranteed, big-market media access that traditionally published authors get through their publishing house.
It’s not your book that’s the lure; it’s the message of your book
What’s in for the readers? The first power move is to title your book to attract attention. Your title has to stand out with so many competing books available. Your next power move is to identify the key “deliverables” that is, what problem or message does your book deliver to the readers that would benefit them. The sub-title of the book identifies the key socially relevant topics that your book discusses.
Table of contents is your next power move
Many people flip open to the table to contents to get an idea of what the book will cover. Each chapter title should follow formula of telling a complete story. From what is the problem, to the impact of the problem to the solution to the problem. To accomplish this, you’ll need to follow stories that speak to your area of expertise. Doing this will help you identify the socially relevant issues your target market is facing right now. Yesterday’s news is still yesterday’s news. You’ll want compelling chapters that expand upon these issues, discussed them in great detail and provide a solution.
The cover design of your new book
Here a few basics. Not too cluttered with the title standing out and the sub-title readable but not too long. The trick is to experience with you sub-topic ideas so you can convey an essential deliverable in the least amount of words. I have seen subtitles that are either one long sentence of even two sentences. Do the research on how people read these days and you will most likely find they skim through the content. This naturally follows how people scan social media so they have developed a habit of scanning titles. Sure, if readers took the time to really examine the content you could convey the deliverable easily. But they don’t. You have to write in snippets that are easy to scan yet allow the reader to absorb the content in a way that has meaning to them.
The back cover of your book
Readers will flip your book over as the back cover usually expand upon the content of the book. Testimonials are nice but they seem to be a dime a dozen. Maybe use one or two testimonials the convey real value. Make sure the content starts off with why the author is qualified to discuss the subject matter. Follow by the real life challenges their readers face and how your book will help them overcome their challenges.
What’s in it for me?
Many readers may click on “read a sample”. What will they see? Is it enough for them to realize the value to them? I would advise to get right into the content of why they want to buy the book. I always says to ask before a reader buys a book this one question – what’s in it for me.
The back cover is another way to impress your reader
Readers are careful with how they spend their money – they look for the expertise of the author. It takes a lot of education and experience to write an exceptional book. This is the place to show off why your point of view is superior to the right reader. For example, there are numerous books on the topic of “career” or “following your dreams” but why this author? What can they reveal in their book that will really help you. I call it the juice. Will the book share the juice? The juice is the true insider secrets that really work.
