Episode Summary

In this episode of Million Dollar Flip Flops, Rodric sits down with Michele DeFilippo — owner of 1106 Design and a publishing expert who has helped more than 4,000 authors self-publish their books since 2001.

Michele breaks down the confusion surrounding modern publishing, especially the traps authors fall into when they assume they need a “publisher” when what they really need is the right services. She explains the difference between true self-publishing and the growing wave of middleman publishing companies that charge authors upfront, then also take money from every sale on the back end.

Rodric and Michele also talk about AI-generated book garbage flooding Amazon, the misuse of royalties in self-publishing deals, and how authors can protect both their work and their income. If you have a book in you — or one already in progress — this episode is a must-listen.

In this episode, you’ll hear:

Michele’s path to helping more than 4,000 authors self-publish
The difference between self-publishing and paying the wrong kind of publisher
Why authors often don’t need a publisher — they need expert services
How some publishing companies charge authors twice
The red flags every author should watch for before signing anything
Michele’s take on AI-generated books and why they’re harming publishing
Why “royalty” language can be a warning sign in self-publishing deals
The common misconceptions authors have about book sales
Why a quality book still matters if you want to build a business with it
The simple questions authors should ask before hiring anyone

Highlights & Timestamps

[00:00] The publishing industry’s darker side

Michele opens with a warning about publishers who take authors’ money and still fail to produce a quality book.

[00:00] Meet Michele DeFilippo

Rodric introduces Michele, founder of 1106 Design, who has helped over 4,000 authors self-publish since 2001.

[01:00] Rodric’s own publishing lessons

Rodric shares that after publishing two books, he learned a lot the hard way and wishes he’d had someone like Michele sooner.

[01:00] AI-generated books and publishing garbage

Michele explains her concerns about AI-created books flooding the market and why there is no substitute for an author’s real voice.

[02:00] Biggest misconceptions authors have

She breaks down how authors often misunderstand what self-publishing really means.

[02:00] What self-publishing originally meant

Michele explains that self-publishing used to clearly mean the author was the publisher and kept control and profits.

[03:00] The rise of middleman publishers

She explains how many companies now charge authors to publish their books and still take money from every sale.

[04:00] Publisher vs. services: what authors actually need

Rodric asks Michele to clarify the difference between a publisher and simply hiring the right professionals to help.

[04:00] How Michele’s company helps authors

Michele explains how 1106 Design provides editing, design, distribution setup, and publishing support in the author’s name.

[06:00] The money authors leave on the table

She explains how many authors are unknowingly earning far less per book because they signed bad publishing deals.

[06:00] Rodric on unrealistic publishing expectations

Rodric shares how people often misunderstand what success looks like when a book launches.

[07:00] Michele on the “100 books sold” myth

She pushes back on the often-repeated statistic that most books sell under 100 copies and explains why that number can be misleading.

[08:00] Why authors need protection from scams

Michele talks about the emotional investment authors make in their books and why scams in publishing are especially damaging.

[09:00] Rodric’s story about a poet friend

Rodric shares a story about a friend whose poetry book struggled to find support in traditional publishing.

[10:00] Rodric’s message about Million Dollar Flip Flops

Rodric shares a quick message about his book and the foundation behind it.

[10:00] Where to find Michele

Michele shares where authors can connect with her and download her free book, Publish Like the Pros.

[11:00] Michele’s question for the next guest

She asks a simple but powerful question: what is your why?

[11:00] Michele’s answer to the previous guest’s question

She shares the last physical book she read — The Body Keeps the Score — and what it taught her about hidden suffering and compassion.

[13:00] Final advice for authors

Michele ends by sharing the specific warning signs and questions authors should use when evaluating publishing offers.

Notable Quotes

“Some of these publishers just take their money and don’t put out a good book.” – Michele DeFilippo

“Authors do not need a publisher. They need services.” – Michele DeFilippo

“If they’re offering you a free ISBN, that’s a red flag.” – Michele DeFilippo

“If they’re offering to pay you in a royalty, that’s a red flag.” – Michele DeFilippo

“There’s no substitute for an author writing down what’s in their heart.” – Michele DeFilippo

“When in doubt, be kind.” – Rodric Lenhart

Connect with Michele

🔗 Connect with Michele

🌐 Website

https://1106design.com

📱 Social Media

Facebook https://www.facebook.com/michele.defilippo
Instagram https://www.instagram.com/1106design/
LinkedIn https://www.linkedin.com/company/2771108/
YouTube https://www.youtube.com/@micheledefilippo/videos
Twitter https://twitter.com/1106Design

Connect with Rodric

🎙 Million Dollar Flip Flops Podcast

📖 Book: Million Dollar Flip Flops

📖 Book: The Magnet, Method & Machine

🌍 Foundation: Send a Student Leader Abroad (SASLA)

If this episode made you think differently about publishing, authorship, or how to protect your work, share it with someone who needs to hear it.

Resources:

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