Want To Sell Your Book?

Carl Shank • November 25, 2023

Want To Sell Your Book? Like some other POD (Print-On-Demand) or self-publishing projects, there are a number of considerations to take into account for selling your finely crafted or meticulously accomplished work. I have used a Kittl-based video* for this BLOG because it outlines so much of the basics for any self-published sale. There are, of course, other professionally written articles and online helps for publishing as well. I find the following points to be basic and helpful.


Be careful of what is called the "race to the bottom." That is, pricing your work so low that you barely cover the costs, let alone make a profit on your work.  One Kittl advisor notes that "You shouldn't deprive someone the opportunity to pay more for a product if they can." (Luna Vega) People are not merely looking for a bargain. They often are looking for something that they know is worth their money and investment. And they are willing to pay what not merely the market suggests, but also what it is worth to them. Having this business sense or savvy is important so that you do not undersell yourself or your book or product.


Understand ALL the costs involved. Book and project publishing requires much more than what someone may suspect. Let me use my own publishing ventures as an example. I use Adobe InDesign, which is a wonderful layout and design tool, but it costs me, in round figures, about $58 per month for a subscription. And, you cannot use this product without a paid subscription, unlike the old days of software development where you could outright buy a program and use it without a monthly cost or fee. Microsoft also sells their MS Word, PowerPoint and other programs for a monthly fee. Again, gone are the days when you could just purchase Microsoft office, say, and be done with it. To use their products on modern computers and modern software programming, you will need to update older MS software to accommodate the new computer hardware or software. Unless you buy or use an older computer and ignore Microsoft's updates.


Production and selling fees need to be considered. They include the charges a publisher, like Lulu in my case, will charge for their printing of a book or calendar or study guide. Consequently, they will "force" you to sell your book at their minimum pricing, which is usually far higher than the base publishing price they bill you. Added to this is your "time spent" cost for your project. You might not think this is a real cost, but all the time and effort and hours you have spent on a project should be considered in some tangible way. Then, there are always shipping fees and taxes that are charged by anyone you use to publish your work. So, in addition to my InDesign and Microsoft monthly subscription fees, I need to pay a yearly fee to host this website, which I use to advertise any project or book. And I need to pay for the domain fee and costs. Of course, many people, like myself, decide to "eat" such essentials and think they can still make money on their book or project.


Market and advertising fees and costs need to be added to any project. I use PayPal for the collection of funds, but they charge a seller's fee for every sale I make. While a small percentage, it is enough to cut into any profit margin you may want. Etsy and Shopify and ECWID and other vendors charge a fee for selling your stuff. You need to count that into the final cost of your book or project.


Research the market for your book or project. See what others are charging for a book of your chosen topic. You will need to find out what people are willing to pay for such a book or work. Consequently, I have designed some basic pictograph fonts I use regularly. However, similar fonts sell either cheaply or are given away online for just a notation of the author. This is due to the fact that the alphabet is not copyrightable, as are many images in the public domain. Unless you are a top-notch font designer working for a company like Adobe, you cannot make much money, if at all, for your font designs.


Will people buy your "brand?" Do they know who you are and trust you enough to spend their money on your book or project? This is always the problem with start-up authors and lesser known people. You might get lucky and somehow tweak an interest on Facebook or another social media program and end up selling mega amounts of your book. That rarely happens. I have been invited to go on book tours and book signing events, but I would have to pay for these events upfront, with precious little sales at the end of the day. That would be a loss to me. SO, I have friends and acquaintances that buy my books or projects. Even with major and known names advertising your work, selling is still hard and uncertain.


Understand what the market will bear. I sell PageMaker-to-InDesign conversion services. I have found that my base charge of $15 per file, though it may seem extreme to some, is what the current market will bear. I have converted old PageMaker files to newer InDesign files from across the world. No one has complained about the charge per file, knowing that I am one of a very few typographers that can actually do the conversion. I own all of the out of print previous PageMaker software in all its iterations and have the computer equipment on which to use this software. What will the market pay for what you are selling?


What is your overall goal? I cannot make a living selling what I sell. I understand that and am willing to collect what many would call extra or discretionary income from what I publish and perform. I have always had a full-time job or profession and have written and published books and projects out of my  brand as CARE Typography for the sheer enjoyment and challenge of such projects. I barely make enough to pay for all the subscription fees and cost of operation. That may seem like a losing proposition to many. But that is my choice. If you want to actually make money on your publications or projects, you need to do a whole lot of  market research and invest enough upfront money to see a return down the road.


Publish or sell for the sheer joy of the project and experience. This is what I have ended up doing. Whether or not something I have done "takes off," or no one buys what I have written or done, I have enjoyed the process. Maybe that is the real bottom line.


(* See the POD Pricing Video on YouTube produced by Kittl at https://www.youtube.com/watch?v=nrxahpuMr1I)

Successful Layout & Design

By Carl Shank April 7, 2026
The King James Bible (KJV), commissioned by King James 1 in 1604 and published in 1611, has been a profound Bible translation and masterpiece of beauty through the ages. It has been one of the most influential English translations of the Bible. Its history combines politics, religion, and literary achievement in early modern England. It has an elevated, poetic style that influenced many later writers. It has been prized for its literary beauty, historical continuity and memorability in public reading and worship (ChatGPT).
By Carl Shank April 6, 2026
Responding to AI and Digital Babylon H. Carl Shank April 4, 2026 Austin Gravley, a former Social Media Manager of The Gospel Coalition, and now the Director of Youth Ministry at Redeemer Christian Church in Amarillo, TX, is writing a book on AI and the digital revolution taking place. He compares this Digital Babylon and its captivity and its exiles to Christians living under the overwhelming influence of an active anti-Christian developing AI. Piecing together his comments with those of many others on the advancing scene of AI on our lives, several themes come to mind. First, AI is not God. While there are some in the Silicon Valley who might wish or see AI as a unifying, ontological force that can shape or rule our lives — the Super Machine —others remind us that this is only technology. And as advanced as AI is and becomes, God is still sovereignly in control of it and our lives. Jason Thacker, professor of philosophy and ethics at Southern Seminary and Boyce College, writes — “We must engage these issues, rather than respond after their effects are widely felt. But we don’t have to face today or tomorrow with fear. God is sovereign and his Word is sufficient for every good work, so we are able to walk with confidence as we apply his Word to these challenges with wisdom and guided by his Spirit.” ( The Age of AI: Artificial Intelligence and the Future of Humanity , Zondervan, 2020) A recent storm that darkened my community and scuttled Internet services reminded me of that. Even AI data centers, growing to over 3,000 in 2025 nationwide, are not immune to power disruptions and total blackouts. AI pundits may claim to have control procedures to keep the Internet and AI running cannot promise it to be so. We need to keep this in mind in the Digital Babylon age, as was needed to be kept in mind by Israel in the Babylonian Empire age in biblical times. Babylon went through many iterations, but will be defeated by God at the end of the day, as noted in Revelation. Digital Babylon will experience the same demise. This is not prediction, just Bible truth. We as believers need to hold on to such truth. Second, AI is still technology. Indeed, advanced and advancing technology, but not human. Matthew Schultz in a recent mereorthodoxy.com article notes— “Technology has existed since the Garden and is an integral component of our cultural mandate. We should also remember that one of the core distinctions between the Creator and his creatures is that we never create matter but merely (!) rearrange it. This becomes clear whether we consider an ancient farmer in Mesopotamia irrigating a plot of soil, a medieval peasant in Northumbria weaving a basket from flax, or a young musician in London taking the raw outputs of machine sound, adjusting its pitch, volume, and length, and incorporating it into a DAW loop. While there are all sorts of important distinctions and qualifications between pre- and post-industrial craft, there is no metaphysical distance between the two.” ( Artificial Intelligence Is A Technology , Feb. 26, 2026). AI may be the harbinger of a new Industrial Age, but though changes will be major and sometimes severe, the human side of the equation cannot be discounted or counted out. Part of my retired status as a pastor and theologian is that of a typographer restoring old type faces and doing a deep dive into the history of type. Two historical typographical truths stand out. Although the Renaissance age brought movable type from Gutenberg and others into the machine age, the typographical flair of those ancient scribes with pen-drawn exquisite type remained a stylistic standard. The second note is that with the Industrial Age, while affecting the quantity and speed of type development and printing, master type craftsmen rebelled against machine driven type for more organic typefaces. This was seen, for instance, in the type movement spawned by William Morris (1834–1896). William Morris was an Arts & Crafts designer who founded the Kelmscott Press (1891), reviving hand craftsmanship in printing. His work influenced the twentieth century private press and type revival movements. Lettering became a vehicle for breaking convention. Led by figures such as Morris, there was a decided reaction against industrialization, seeing machine-made goods as dehumanizing and ugly. Handcraftmanship, honesty in materials and utility fused with beauty made up much of what was called the Arts & Crafts Movement. That movement was rooted in medieval guild ideals and morality in design. (For an expanded history of type development, see “Advances in Typography: A Historical Sketch — Three Parts” in the blogs by CARE Typography, www.caretypography.com , Nov. 8, 2025, Nov. 18, 2025 and Nov. 20, 2025) Third, AI affects everyone everywhere. Austin Gravely, a former Social Media Manager of The Gospel Coalition, raises and answers the query — “’So what?’, you may think. ‘I’m not an Internet technician. I’m not a fan of AI. I’m not planning to change how I use the Internet. Why does any of this matter to me?’ To put it bluntly: you are naive if you think these disruptions won’t directly affect you, or indirectly affect you through the effect they will have on others. If the iPhone, social media, and AI have taught us anything, it is that you are impacted by these events regardless of whether you participate in them or not.” ( The State of the Internet: 2026 , mereorthodoxy.com, March 30, 2026) He goes on to say — “A changing Internet will change you. It will change you in ways you can see and in ways you can’t. It will change those you live with, work with, play with, build with, and fight with. It will change what is possible, probable, permissible, and prohibited in your life, your vocation, your church, your neighborhood, and any other physical space the Internet touches.” I recall my 99 year old mother who passed away a couple of years ago in a nursing facility. She was one of those survivors of the Great Depression and World War Two who dismissed the first moon landing and had her flat screen TV removed from her room for fear the government was watching. She lasted for nine years in the same private room in a modern nursing center. She was attended by doctors and nurses and staff who used AI on their computers and other care devices. She even had a modern digital phone removed from her room and refused to learn it. While she personally rebelled against her AI driven machine age, she could not escape those who used such technology for her care. We cannot isolate ourselves from AI and its advancing development, no matter how isolated we try to be. Fourth, AI can be either a blessing or a curse. Again, Matthew Schultz notes — “Our task is not to develop a unique theology of AI but to catechize our members into a people who can wield this technology without becoming captive to its internal logic. Like alcohol, artificial intelligence will become a test of character, a dangerous good that divides the foolish from the wise.” He says “Yet the greatest danger is both more pervasive and less obvious: AI is much more likely to be deployed as a multiplicative layer that allows ever more efficient micro-targeting of digital services and physical products by industries that already profit from compulsive behavior. The advent of hyper-personalized, real-time engagement strategies will require legislative safeguards, especially if AI leads to video advertisements generated in real time for an exhaustively mapped individual profile.” We must seek to “humanize” AI and employ it “humanly.” We must resist the phenomenological bent toward unbelief in AI development and pressures. We must once again learn to think critically and pervasively and biblically about AI. Our young people must be taught prescriptive critical thinking practices, rather than unwittingly and ignorantly giving in to what their phones and computers spit out. Church and ministry pastors must pastor rather than let AI bots plan, prepare and even give their sermons. We must learn to smartly negotiate with the “Magnificent Seven”— Apple, Microsoft, Alphabet, Amazon, Meta, Nvidia and Tesla — rather than blindly following their lead. Convenience and speed must not be allowed to overtake and overcome careful, sustained and critical thinking and acting. “To give language to this change, we must take the best of Christian thinking regarding the social and political imaginary and apply it to the economic imaginary of life under the glowing shores of Digital Babylon, and that kind of work cannot be done with quick hot takes. It will take slow, deep, and thoughtful meditation to apply the riches of Christian thought to making sense of the companies that got us here and where they are taking us.” (Austin Gravley, The State of The Internet: 2026 ) I am both excited and wary of AI. I have learned to be much more cautious about social media and the videos and photos and information they give. Much of it has been and is being AI produced and tweaked. Spammers use AI technology to wrest thousands of dollars from unsuspecting senior citizens. Schools are requiring students to turn off their cell phones or “bag” them until after school hours because of the insidious nature of AI generated stuff. I value more and more of a face-to-face approach in teaching and learning and mentoring others. And we must adopt a state of “believing is seeing” rather than a non-Christian scientifically sanctioned “seeing is believing” approach to truth and justice.
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