You Don't Know What You Don't Know When it Comes to Publishing

Kristen Wise
May 20
6 min read

Essential Questions to Ask Before Choosing a Publisher

Time and again, we have authors come to us with stories that break our hearts. They've hired a publisher, invested thousands of dollars, and months (or years) later find themselves without what was promised, sometimes without even access to their own book files. These aren't isolated incidents; they're cautionary tales that highlight a critical truth in today's publishing landscape: you don't know what you don't know.

While there are many fabulous publishers doing excellent work, the industry also harbors its share of questionable operators who prey on authors' dreams and inexperience. Even companies with positive reviews can leave authors feeling betrayed and financially depleted. The difference between a successful publishing partnership and a costly mistake often comes down to asking the right questions before signing any contracts.

THE HIDDEN PITFALLS OF PUBLISHING PARTNERSHIPS

The publishing industry has evolved dramatically over the past decade, creating new opportunities but also new risks for authors. With the rise of hybrid publishing, vanity presses masquerading as traditional publishers, and various service providers calling themselves "publishers," it's become increasingly difficult for authors to navigate these waters safely.

Many authors, excited about finally getting their book published, rush into agreements without fully understanding what they're signing. They assume that a publisher's promises are standard practice, that contracts protect their interests, and that the impressive marketing materials reflect the actual services provided. Unfortunately, these assumptions can lead to devastating consequences.

QUESTIONS EVERY AUTHOR MUST ASK

Before signing with any publisher, arm yourself with these essential questions. The answers—or lack thereof—will reveal whether you're dealing with a reputable partner or a potential nightmare.

1. Who is the actual publisher of my book?

This might seem obvious, but many authors are surprised to learn that the company they're paying isn't listed as the publisher. Some services register themselves as the publisher, which can create complications with rights, royalties, and future opportunities. Make sure you understand exactly whose name will appear as the publisher of record.

2. Who purchases and owns the ISBNs, or are they using the free ones provided by distributors?

ISBNs are the unique identifiers for your book, and whoever owns them has significant control. If a publisher uses free ISBNs from distribution platforms, your book's distribution potential and professional credibility are limited. Ensure that the ISBNs are purchased and know who owns them.

3. What distribution platforms is my book being set up on?

Distribution determines where readers can buy your book. Some publishers only use one platform, severely limiting your book's reach. Others promise "worldwide distribution" but only deliver a basic Amazon listing. Get specific details about which platforms and retailers will carry your book.

4. Whose accounts is the book being set up with for distribution?

This is critical: if your book is set up under the publisher's distribution accounts rather than your own, you may lose access to your book if the relationship ends. Many authors find themselves unable to make updates, track sales, or collect royalties directly because everything routes through their former publisher's accounts.

5. What final file formats are you uploading to the distribution platforms?

Professional book distribution requires specific file formats—PDFs for print, EPUB for ebooks. Some publishers only provide low-resolution files or formats that can't be used elsewhere. Ensure you'll receive professional-grade files that can be used anywhere.

6. At the end of our partnership, what files will I receive for the interior and cover of my book?

You should receive all source files, including:

High-resolution cover files (with layers, fonts, and images)
Interior design files in their original format
Print-ready PDFs
Ebook files in multiple formats

Without these, you're essentially held hostage if you want to make changes or move to a different publisher, or even if the publisher goes out of business.

7. Who owns the rights to the book?

This cannot be overstated: you should always retain full rights to your work. Any publisher asking for rights ownership or exclusive long-term contracts should raise immediate red flags. Be wary of contracts that seem to return rights but include clauses that effectively maintain publisher control.

8. How are royalties paid?

Understand the complete royalty structure:

What percentage do you receive?
How often are payments made?
Can you track sales independently?
Are there hidden fees or deductions?
What happens to royalties if the company closes?

9. How is the title and subtitle of the book developed?

A professional publisher should have a strategic process for developing titles and subtitles that considers SEO, market appeal, and your book's unique positioning. If they simply accept whatever title you suggest without discussion or research, it's a sign they may not have the expertise your book deserves.

10. What are the pre- and post-launch marketing strategies for the book?

Vague promises of "comprehensive marketing" mean nothing. Request detailed marketing plans including:

Specific pre-launch activities and timelines
Launch strategies
Post-launch support duration and activities
What's included vs. what costs extra
Measurable goals and success metrics

11. Once the partnership is finished, who manages the book?

This often-overlooked question is crucial. Some publishers maintain control indefinitely, charging fees for any updates or changes. Others abandon all support once their contract ends. Understand exactly what happens when your initial agreement concludes.

RED FLAGS TO WATCH FOR

As you evaluate potential publishers, be alert for these warning signs:

Reluctance to answer specific questions
Vague or evasive contract language
Promises that seem too good to be true
Pressure to sign quickly
No clear timeline or deliverables
Unwillingness to provide references
Hidden fees or escalating costs
Claims of "exclusive" or "special" opportunities
Lack of transparency about their process

THE INVESTMENT THAT SAVES THOUSANDS

Here's our strongest recommendation: before signing with any publisher, invest a few hundred dollars in a consultation with an independent publishing professional. This small investment can save you thousands of dollars and years of frustration.

A qualified consultant can:

Assess whether promises align with industry standards
Help you understand what you're really paying for
Provide questions specific to your situation
Offer alternative publishing options
Review contracts and identify problematic clauses

MOVING FORWARD WITH CONFIDENCE

The publishing journey should be exciting and rewarding, not a source of regret and financial loss. By asking the right questions and seeking professional guidance, you can find publishing partners who truly support your goals and treat your book with the respect it deserves.

Remember, legitimate publishers welcome questions. They understand that an informed author makes a better partner. If a publisher bristles at your due diligence or pressures you to commit without full understanding, consider it a gift. They've shown you exactly why you should look elsewhere.

Your book represents months or years of work, your expertise, and your dreams. Don't entrust it to anyone without doing your homework. The questions above aren't just suggestions; they're your armor against costly mistakes.

Don't wait until after you've signed a contract to discover you've made a costly mistake. Whether you're just starting your publishing journey or you've already begun conversations with potential publishers, professional guidance can make all the difference.

INVEST IN KNOWLEDGE FIRST, AND MAKE PUBLISHING DECISIONS WITH CONFIDENCE

Book a Publishing & Marketing Consultation Call with PRESStinely for only $250

Get personalized, expert guidance in a focused one-hour consultation with Kristen and Maira.

What You'll Receive:

Expert Answers to Your Questions: Get clarity on all your publishing, book marketing, and selling questions from professionals who have mastered the craft.
Personalized Publishing Path Assessment: Discover whether self-publishing, hybrid, or traditional publishing is best for your specific book and goals.
Industry Insider Knowledge: Gain access to current publishing trends and strategies that most authors never discover.
Strategic Next Steps: Walk away with a clear understanding of your immediate next actions based on your manuscript's current stage.
Marketing Insights: Learn proven book marketing approaches that connect with your ideal readers and improve sales and rankings.
Cost-Saving Guidance: Avoid expensive publishing mistakes before they happen.