In this episode of Imperfect Marketing, I’m joined by Michele DeFilippo, founder of 1106 Design and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business.

From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly mistakes and disappointing outcomes

Why Most Self-Published Books Miss the Mark

Why skipping market research is one of the biggest (and most expensive) mistakes authors make
How treating a book like a passion project instead of a business asset leads to poor results
The danger of cutting corners on editing, design, and production quality

Traditional Publishing vs. Self-Publishing vs. Hybrid Models

Why landing a traditional publishing deal is harder than ever (and what publishers really want now)
How Amazon changed publishing forever—and where things went sideways
The hidden downside of hybrid publishers that charge upfront and take royalties
What “true” self-publishing was originally meant to be

What It Actually Costs to Publish a Professional Book

The difference between real editing and running a manuscript through Grammarly
Why nonfiction books cost more to produce than fiction
What goes into professional cover design (and why it’s never a “5-minute job”)
Realistic investment ranges for publishing to traditional industry standards

One-Stop Shop vs. Piecing It Together Yourself

Why project management matters just as much as creative talent
The risks of hiring freelancers without knowing what to look for
Common problems authors face after using bargain services or template-based designs
How working with an experienced team protects both your book and your sanity

How a Small Book Can Create Big Business Results

How Michele’s 88-page guide became a powerful lead generator—unexpectedly
Why books make exceptional lead magnets in an overwhelmed digital world
How publishing can lead to speaking opportunities, authority positioning, and new revenue streams
Why a book doesn’t need to be long to be impactful

A Marketing Lesson That Still Holds True

Michele closes the episode with a timeless reminder that applies to publishing, marketing, and business as a whole:

Listen to your customers.
Even when the feedback is uncomfortable—especially then.

It’s a lesson that has guided her work for decades and continues to pay dividends today

If you’ve been sitting on a book idea, a half-finished manuscript, or the sense that a book could open doors for you—this episode will help you think about publishing strategically, not emotionally.

🎧 Tune in to learn how a well-crafted book can become one of the most powerful marketing assets in your business.

Connect with Michele Defilippo:
Website:

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What Does It Really Cost to Self-Publish a Quality Book?