Self-Publishing Secrets with Michele DeFilippo: How to Own Your Book, Your Brand, and Your Revenue

Introduction

Michele DeFilippo, founder of 1106 Design, has been transforming manuscripts into beautifully crafted books for over two decades. With more than 4,000 titles under her belt, she knows the publishing world inside and out. In this article, we unpack the biggest myths around publishing, spotlight the sneaky practices of hybrid publishers, and explore how lead magnets can be powerful brand builders.

But it's not just about books. Michele reveals how authors and entrepreneurs alike can use smart design, clear messaging, and a professional publishing strategy to retain control, boost revenue, and build credibility. Whether you’re a writer with a manuscript or a business owner with knowledge to share, this is a must-read guide to doing it right.

Key Takeaways

Michele doesn’t just design books—she designs independence. Her firm belief is that authors should maintain control of their work, their rights, and their revenue. She lays out the difference between true self-publishing and the murky world of hybrid publishers who charge on both ends—upfront and from every sale.

Lead magnets also get the spotlight. Michele explains how well-crafted, valuable free downloads can warm up potential clients and even lead to full-length books. It’s about looking professional, staying helpful, and never spamming. Just respectful marketing that works.

Chapter Summaries

Lead Magnets That Actually Work

Michele kicks things off by explaining what a lead magnet is—a free download (like a guide or white paper) that draws in potential clients. The trick? Make it look professional and ensure it provides real value. If it’s sloppy, you’re doing more harm than good.

She encourages people to think of their lead magnet as a conversation starter—not a sales pitch. If it’s well-designed, it sets the tone for future collaboration.

From Free Guide to Full-Fledged Book

A small guide can be the first step to something bigger. Michele’s seen it time and again: someone writes a free eBook or resource and ends up with enough material—and confidence—to write an entire book.

For businesses offering multiple services, she suggests creating separate lead magnets for each topic. That way, when someone downloads one, you know exactly what they’re interested in.

The Case for Self-Publishing (The Right Way)

Michele makes a powerful argument for true self-publishing. Forget the “middlemen” who charge you to produce your book and then take a slice of your royalties. With the right guidance, you can keep creative control and receive all the revenue from your book sales.

Print-on-demand platforms like Amazon KDP and IngramSpark let authors avoid large upfront printing costs. Your book only gets printed when someone buys it. No stacks of unsold books in the garage.

Avoiding Publishing Pitfalls

Traditional publishing has its perks, but it’s not all sunshine and bestseller lists. Michele warns that even if you land a deal, publishers often shift focus after a year, leaving your book to gather dust. With independent publishing, you can keep promoting your book indefinitely.

The biggest mistake she sees? Authors who hire illustrators or designers before speaking to a publishing expert. Especially for children’s books, Michele urges authors to get the book’s layout right first—then commission illustrations to fit.

Crafting Books That Feel as Good as They Read

Michele dives into the often-overlooked art of typesetting. It’s not just about formatting—it’s about creating a smooth, distraction-free reading experience. From font choice to spacing to hyphenation, every detail counts. “Compare your manuscript to a bookstore-quality book,” she says, “and you’ll see the difference immediately.”

Marketing: The Elephant in the Writing Room

Even the best book won’t sell itself. Michele stresses that authors need a clear idea of their audience, their pain points, and where they hang out online—before they start writing. The book becomes a powerful business card, but only if it’s aligned with your reader’s needs.

Conclusion

Michele DeFilippo brings a no-nonsense, deeply human approach to book publishing. She reminds us that writing a book isn’t just about getting your story out—it’s about getting it out right. With design that speaks volumes and a publishing strategy that keeps the author in control, 1106 Design is turning manuscripts into meaningful, profitable works of art.

What Next?

Thinking of writing a book or crafting a killer lead magnet for your business? Don’t let perfectionism or bad advice hold you back. Michele and her team at 1106 Design offer everything from editing to typesetting to cover design—helping you publish like the pros.

👉 Download Michele’s free guide “Publish Like the Pros” at 1106design.com📧 Work with Michele: Get in touch via her website📣 Follow Michele on LinkedIn: linkedin.com/in/micheledefilippo

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