At LightMinded Arts, we believe in creative freedom, not creative delusion. So when I sat down with Michele DeFilippo—publishing veteran and founder of 1106 Design—I knew we were about to bust some myths and drop some truth bombs about the wild world of self-publishing.
Michele’s been in the book biz for over 50 years. She started in traditional publishing at Crown in the ‘70s, survived the desktop publishing revolution, and now runs a company that helps indie authors publish like pros—without getting fleeced by vanity presses or hybrid hustlers.
- The Self-Publishing Trap: Don’t Pay to Lose Control
Here’s the brutal truth: most “self-publishing companies” aren’t helping you publish—they’re helping themselves to your wallet.
“Authors pay to produce the book, then lose control and revenue,” Michele said. “It doesn’t make sense.”
Real self-publishing means you’re the boss. You hire pros to edit, design, and format your book. You keep the rights. You keep the profits. Anything else is a dressed-up scam.
- DIY Isn’t Always Smart
Yes, you can format your book in Word. Yes, you can slap an AI-generated cover on it. But should you?
“The DIY message has led to a flood of terrible books,” Michele warned. “Authors have the creativity—but they need professional help to make it look like a bookstore-quality product.”
And don’t get her started on AI. While tools like Grammarly are handy, AI can’t replicate human emotion, nuance, or design instinct. It’s not ready to replace editors or cover designers—especially when it spits out low-res images and typography that screams amateur hour.
- Print, Ebooks, Audiobooks: Don’t Skip the Formats
Despite the hype, print isn’t dead. Audiobooks are booming. Ebooks are convenient. Michele’s advice?
“Start with print and ebook. Add audio if your audience demands it.”
Smart indie authors let the market decide. Fiction leans digital. Nonfiction sells better in print. Audio is growing fast—but it’s expensive, and narrators usually want upfront payment, not royalties.
- Retail Royalties vs. Real Revenue
Retail sales are the hardest way to make money. Amazon takes a cut. Printing costs eat your margin. You need to sell thousands of copies just to break even.
But business authors? Coaches? Speakers? They use books as tools—to land clients, book gigs, and build credibility. That’s where the real ROI lives.
- Marketing: The Part Nobody Wants to Do
Let’s be honest. Most authors would rather write than market. But if you think your book will magically sell itself on Amazon, you’re dreaming.
Michele pointed out that authors who write books based on their coaching businesses tend to do better than novelists just trying to sell their one-off stories. But without marketing, books are unlikely to get found, and your story will languish in the black hole of bookseller’s digital shelves for eternity.
1106 Design offers DIY marketing resources and vetted pros. But Michele’s advice is clear: learn the basics yourself. Especially if you’re writing more than one book. It’s a skill that pays dividends.
- Lightminded Takeaway
If you’re bootstrapping your creative career, don’t fall for shiny shortcuts. Publishing is a business. You need to think like a publisher, act like a marketer, and write like a human. Michele’s insights are a masterclass in keeping control, staying professional, and building something that lasts.
Want to publish like a pro? Start with Michele’s free guide: Publishing Like the Pros. Its free on her website at: https://1106design.com/
You can also check out the full interview on YouTube at:
Or you can also find it on podcast, wherever you get your podcasts.
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