From Public Words:
Here’s the problem with self-publishing: no one cares about your book. That’s it in a nutshell. There are somewhere between 600,000 and 1,000,000 books published every year in the US alone, depending on which stats you believe. Many of those – perhaps as many as half or even more – are self-published. On average, they sell less than 250 copies each. Your book won’t stand out. Hilary Clinton’s will. Yours won’t.
So self-publishing is an exercise in futility and obscurity. Of course, there are the stories of the writers who self-publish and magic happens and they sell millions of books, but those are the rare exceptions. How rare? Well, on the order of 1 or 2 per million.
. . . .
Yes, the good news is that you can create a platform with social media, and that it is virtually free except in terms of your time.
But the bad news is that in a world that is completely oversaturated with traditional media, information, news, hype, marketing, books, other platforms, social media, blogs, magazines, online magazines, advertising everywhere, television, and so on, it’s incredibly difficult to stand out.
To do so, you have to craft an extraordinarily compelling message and story, create a clever platform around it that makes sense for what it is and who you are, and then have the patience to do what it takes to develop that platform through the social media and traditional media you’ve chosen. It can take years.
Link to the rest at Public Words