The $5,000 Self-Publishing Services Experience

Every potential author has that moment when the thought bubbles up from the depths: “Maybe I should write a book.”

I had it too. I immediately wondered, “Should I look for a traditional publisher or self-publishing services?”

And frankly, I had no interest in going through a traditional publisher. So I chose the self-publishing route.

The $5,000 route.

My first experience with a self-publisher taught me a lot about the industry and what to expect. I thought I’d be paying for the full publisher experience. What I got was much different.

Thankfully, when I published my next several books with Panthera Publishing, I got the experience I had originally expected.

What I Thought I Was Paying For

When I chose a self-publisher for my first book, I had a bevy of expectations. I wanted a company that would walk me through the process. From idea cultivation to messaging, to professional editing, and more, I wanted professional guidance.

Unfortunately, I figured they would treat me like a traditional publisher treated their own author. I assumed, “I’m simply paying them instead of being paid.“

I expected a confidant of sorts to guide me through things like the various forms of editing, formatting, cover design, finalizing, publishing, printing, and even marketing. But what I got was far less.

My account manager switched several times, and I heard very little from any of them. They offered editing services…at a large markup. I took on the editing and partnered with a wonderful woman who helped me edit the work for free.

The cover design services offered when I signed on amounted to getting access to stock images and choosing which one I wanted. They chose the cover fonts. I wrote the back cover text.

After listing and publishing, the company took 50% royalties on top of the original $5,000.

In the end, I received some trite promotional cards and bookmarks. Sadly, the entire marketing package could be summed up in a simple inference of, “We listed it online. You do the rest.”

And while it was nice to see my book listed online through platforms such as Barnes & Noble and Amazon, I felt like they got a lot of my money for very little product.

The Difference Between Publishing a Book and Learning to Publish

When I sought out self-publishing, I assumed the process would look similar to a traditional publisher’s. Unfortunately, my conclusion that “The funding simply came from me versus the publisher themselves” was misguided. I figured a publishing company would want to put out a solid, high-quality product with their name on it.

In my ignorance, I didn’t realize a company can greatly increase its margins if the author pays a high fee for publishing and printing, while putting all the execution on the author’s responsibilities list.

Nowadays, I have a different view on the process. I understand that full responsibility over the product is more work. But, in the end, I’d rather it be that way.

Returning to the Process With a Different Perspective

If I had to do it over again, I would not have signed with that first self-publishing company. Instead, I would have pursued it much differently.

First, I would have more thoroughly scrutinized the company’s writing and editing process. I would have asked:

• “How involved are you in the manuscript development process?”
• “Do you take an active approach to editing?”
• “What guidance will I get for cover design and formatting?”
• “What marketing execution do you as a company take on for my book after it’s published?”

While my experience with Panthera Publishing has been much higher quality, I can’t say they were the sole reason for my improved publishing experience.

I entered the process knowing what I wanted. I had higher confidence in my own skills. I understood how to execute the various publishing stages.

I came into it as a veteran…not a novice.

That being said, I credit Panthera Publishing with a much more personalized, richer, higher-quality, and lower-cost experience than I had with my previous self-publisher.

What Was Different About Working With Panthera

When I first published with Panthera Publishing, I grew a little concerned about the cost. I wondered, “Could I actually get a quality experience for $999, when I paid $5,000 last time?”

Even though Panthera’s current baseline publishing price is now $1,500, I still considered it a “hidden gem” situation.

Paul, the owner of Panthera Publishing, took an active role in my book from start to finish. If I wanted his opinion on something, he offered it with grace and honesty.

He answered his phone. He returned documents in a timely manner. He knew me by name.

When it came to editing, I was grateful for his second set of eyes on my document. In areas where I wanted to keep my voice and ideas, he let me be the authority. Yet, he recommended improvements on wording, structure, or ideas.

Knowing I had him as an editing counterpart streamlined the entire process. We both worked through the manuscript, bringing it to a publish-worthy quality.

And then he worked his formatting magic.

Paul formatted the entire manuscript so that it would look good and print well through various print-on-demand platforms. In specific areas, he happily obliged my preferences.

He offered personalized cover design, but I chose to do that myself. Later on, I hired a professional graphic designer to help me redesign the cover. But Paul was at the ready in case I needed him.

After that, he set me up on all the major platforms and made sure I controlled the ISBN, instead of the Amazon exclusivity situation many authors unknowningly run into.

In the end, I owned full rights to the work, owed no royalties to Panthera (the print-on-demand platforms Panthera works with take their royalties for online sales), and got exactly what was presented.

Throughout the experience, I felt like I was working on my project with a partner – not a business. Paul’s passion for books and writing came through every time we talked. In the end, I felt more like I had worked on the project with a friend than a nameless, faceless company.

What the Price Didn’t Tell Me

With one self-publishing company, $5,000 bought me a way to print my manuscript and a checkmark list to complete the project. I appreciate that I learned the process from start to finish, but it was an expensive lesson.

Meanwhile, Panthera Publishing’s services cost me $999, and I got everything and more when compared to the first self-publishing company. And, despite Panthera raising their price to $1,500, I would still jump at the deal they offer.

When deciding what company to go with, pay close attention to what they do. They’ll list their services, and oftentimes those services sound important or in-depth. In reality, the “services” are simple steps in the process.

For instance, a services listing may say, “Cover design.” However, “Cover design” could merely mean choosing one stock image photo for your cover.

Authors should also pay close attention to the financial agreement. Look carefully for answers to questions like:

• Do they take an ongoing royalty percentage?
• Do they offer upgraded services for increased charges? (Such as editing, extra formatting, distribution, etc)
• What does the baseline fee actually cover?
• What are the specifics of their marketing plan for the book? Is it full execution or some simple printables they give you?’

None of the answers to any of these questions are right or wrong. But knowing what to expect can make the publishing experience much more enjoyable than stepping in with undefined expectations that end up being unfulfilled.

The Lesson I Would Give Another First-Time Author

If a friend told me they were about to spend $5,000 on a self-publishing company for their first book, I would wave my hands wildly as I chased them down the street.

Okay, I probably wouldn’t give that extreme of a reaction, but I would strongly caution them and go through the specifics.

I’d help my friend clarify their expectations and the services the company offers. I’d ask things like:

• Who handles editing, formatting, and cover preparation?
• What does distribution actually include?
• Is marketing included, and what does that mean in practice?
• Who owns the copyright and retains royalties?
• What limitations come with ISBN and distribution choices?
• Who answers questions when the author encounters a problem?
• How is personal information handled?

These questions are vital and can make the difference between a self-publishing experience you look fondly on, and one you end up regretting.

Where AI Fits Into My Publishing Process

When I published my first book, AI wasn’t a thing. I did the entire process by hand. Line-by-line, edit by edit. It was long and arduous, and it took months to complete.

My latest books benefitted from AI assistance in a couple of small but powerful ways.

My grammar editing became more streamlined and efficient. I no longer had to figure out the obscure rules that no one remembers. Instead, AI editing assistance provided a grammar expert that cost little to nothing.

Panthera embraces AI-assistance with the books they publish, and I think it’s become a valuable tool in producing higher-quality books.

I used AI to test my ideas, improve section flow, edit grammar and punctuation, and push through structure sticking points. While the words and ideas were mine, AI-assistance helped me produce a more refined product.

What I Understand Now That I Didn’t Understand Then

Self-publishing puts the responsibility squarely on the shoulders of the author. Traditional publishing typically walks alongside the author. After all, a traditional publisher investments in the book as a product.

On the other hand, self-publishers are a service to help you bring a product to market.

At this stage, I want to retain complete ownership over my book and the entire process. But I also want professional assistance that can see what I don’t see. I like having someone walk alongside me, providing expert opinion and guidance on important decisions.

That means self-publishing and personalized professional assistance are not necessarily the same.

Your experience will teach you what questions to ask, what to look for, and how involved you truly want to be in the publishing process.

And seeking the right information ahead of time can save you a lot of money in the long run.

Conclusion: What I Would Do Differently Today

Even though I spent a lot of money on my first self-publishing experience, I don’t necessarily regret it. I learned a lot about what not to do and what to reasonably expect. I grew in my understanding of the publishing process and what my money was going towards.

Nowadays, the value I get from a publishing experience is in the professional assistance I receive. I highly value expert guidance throughout the process, while retaining full ownership and control over the final product.

I’m grateful to Panthera Publishing for delivering exactly what they stated they offered, and for walking with me through this journey…several times now.

If you’re curious to learn more about the self-publishing process, then don’t hesitate to call or email Panthera Publishing. Paul is a kind, easy-going guy who will answer all your questions with honesty and integrity.

Now, go write that book that bubbled up within!

Mike Sonneveldt is a writer, author, and marketing strategist who has published multiple books and worked with authors on book development and publishing. Through his firsthand experience with self-publishing and AI-assisted writing, Mike brings a practical perspective to the decisions authors face when turning a manuscript into a finished book. He writes about the self-publishing process, author development, and the tools that help writers produce and publish their work.