Overambitious, Underprepared, and All In: My Self Publishing Journey (2/5)

Ambition, Financial Risks, and Lessons from The Night Shines Like Fireflies

When I decided to self-publish my first book, The Night Shines Like Fireflies, I had no idea what I was getting into. It was 2007. I was working as a photographer and writing poetry, and I had just been given an incredible opportunity: to document the recording of Supergrass’ album Diamond Hoo Ha at the legendary Hansa Studios in Berlin.

I didn’t want to just take photographs and hand them over to the record label. I wanted to do something more—to capture that experience in a way that was personal and lasting. I also knew I didn’t want this to be a collection of music photography of isolated studio shots.

And so, my first book was born: a blend of photography of the recordings set against the cityscape of Berlin, inspired by my time in Germany and the raw creative energy that surrounded me.

I was ambitious. Perhaps too ambitious. I printed 2,000 copies—far more than any first-time self-publisher should. And I learned the hard way just how much that ambition would cost me.

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The Excitement and the Reality Check

There’s a rush that comes with holding your finished book in your hands for the first time. It’s intoxicating. But that rush fades quickly when you realize that printing the book is only the beginning.

I had invested around £15,000 ($22,000) into printing, production, design, and marketing. It was a huge financial commitment, and every single penny came from my own pocket. At the time, it felt like a leap of faith. Looking back, it was more like jumping off a cliff without checking how far the drop was.

Over the next three years, I became my own marketing team. I sold The Night Shines Like Fireflies on Amazon, in local bookstores, and even at gigs. Every sale was hard-won. Every interaction was personal. And yet, despite the challenges, there was something deeply fulfilling about seeing people connect with my work.

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The Highs: What Went Right

• Creative Freedom: Self-publishing meant that every creative decision—from the design to the content—was mine. I didn’t have to compromise, and that freedom was exhilarating.

• Direct Connection with Readers: Selling books at gigs and in bookstores allowed me to meet readers face-to-face. Hearing their feedback and seeing their reactions made the effort worthwhile. This was also particularly satisfying as it exposed my art to a wider group of fans who never would have been interested in black and white film photography.

• Sales Success (Eventually): Out of the 2,000 copies I printed, I sold around 1,500 in 3 years, and now 15 years later is sold out. It wasn’t easy, but it was a significant achievement for a first-time self-publisher.

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The Lows: What Went Wrong

• Financial Strain: £15,000 ($22,000 USD) is a lot of money. Printing that many copies was a financial risk that, in hindsight, I wouldn’t take again.

• Logistical Challenges: Managing 2,000 copies of a book is exhausting. Storage, shipping, distribution—it was a full-time job on top of everything else. My house mates in Brighton at the time were extremely frustrated by the hallways being compromised by cardboard box upon box of books - oh and moving house become problematic as I had to move them with me.

• Marketing Fatigue: I quickly realized that creating the book was only half the battle. Marketing it was relentless, and without a publisher, all the pressure was on me.

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What I Learned

1. Start Small: Printing 2,000 copies was ambitious, but unrealistic. A smaller print run would have been more manageable and less financially risky.

2. Budget Wisely: Self-publishing isn’t just about printing costs. Design, marketing, and shipping add up quickly. Every pound (or dollar) counts.

3. Amazon is NOT your friend. They took about 50% of every book sale. It crushed any profit margin I had. I was selling practically at break even or loss depending on where the buyer was located.

4. Build Your Audience Early: Luckily I had an established audience and social media was in its infancy whereby Organic Reach was easier than in the pay to play environment of Meta and other channels. Building an audience before launching your book can make a huge difference.

5. Prepare for the Long Haul: Selling books takes time. It’s not an overnight success story. Be ready for the grind.

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Would I Do It Again?

Absolutely. The Night Shines Like Fireflies taught me more than I ever expected. It was a financial strain, an emotional rollercoaster, and a logistical nightmare at times. But it was also my first real step into the world of publishing—a step I wouldn’t trade for anything.

In the next post, I’ll dive into my second book, The Sail—a beautifully designed collaboration that taught me about truly loving your product, design, and the importance of editing.

If you’re considering self-publishing, learn from my mistakes. Start small. Plan meticulously. And never underestimate the power of connecting with your readers.

Questions

Hit me up in the comments with questions, I will take my time to answer questions you may have about self-publishing or dive deeper into specific element that may help your journey.