Many independent publishers think of the word plan as a document beginning with your mission statement followed by an analysis of your business and a description of your markets, competition, strategies and tactics. However, if your goal in planning is to create a list of straightforward actions, then there is an easier way to accomplish your objective.

Publishing is not for the faint of heart, the short-sighted or the introvert. It’s a commitment that demands courage, risk-taking, planning, energy, creativity and assertiveness. Note: I’m speaking here of true self-publishing—establishing your own publishing company.

Publishing is more confusing today than it was years ago for many people entering our community. In part, this is because of all the technological changes that make entry into the world of publishing seem easier and easier.

The Professional – There is very little difference between the costs and preparation of the professional self-publisher and the serious hobbyist. It’s more of the realization that as a “pro”, publishing has now become your full time income rather than a part time hobby.

It’s great to have friends. But when it comes to publishing and promoting your book, sometimes your friends can be more of a hindrance than a help. Here are five things your best friends won’t tell you:

The majority of the people reading this article most likely fall into a group which I call the “Serious Hobbyist” type of self-publisher. This group needs to be especially careful navigating the self-publishing minefield because most of the “misinformation” out there on the Internet is aimed directly at you. Put your checkbook and credit card away until you have read this article.

This seems like a simple enough question but there is no simple answer. There are three basic types of self-publishers. I’ll call them the casual hobbyist, the serious hobbyist and the professional. Before I can answer “How much?” you need to determine which type fits you best.