Get in touch
555-555-5555
mymail@mailservice.com

Ric Franzi Interviews Susie Schaefer on the Evolution of Independent Publishing

As Seen On

Ric Franzi Interviews Susie Schaefer on the Evolution of Independent Publishing

Susie Schaefer is the visionary Founder and CEO of Finish the Book Publishing, a company dedicated to guiding authors through the independent publishing process with a hands-on, relationship-driven approach. Joining her in this conversation is Ric Franzi, the accomplished host of The Critical Mass Business Talk Show, Orange County’s longest-running business talk show focused on engaging leaders and entrepreneurs in insightful discussions.

Ric Franzi (RF): Susie, what motivated you to launch Finish the Book Publishing?

Susie Schaefer (SS):  I’ve always loved reading, and as a child, I would lose myself in fiction. That passion stayed with me through a 30+ year corporate career. A key moment came when I had the opportunity to learn independent publishing from an exceptional mentor. It was a leap, but it felt like my passion finally aligned with opportunity.

RF:  Were there any significant lessons early on?


SS:  Definitely. At first, I balanced five jobs to keep things moving. My advice to new entrepreneurs is to not let fear stop you. You need to push forward and stay resilient. I launched Finish the Book Publishing three years after starting in the field, and over five years later, I’ve learned that perseverance is key. You have to push through tough days and stay focused.


RF:  Five years is a major milestone. What does Finish the Book Publishing do, and who benefits most from working with you?


SS:  Thank you! My company acts as a project manager for authors navigating independent publishing. I guide them through everything - from developing their book’s concept to writing, working with editors and designers, launching, and planning bestseller campaigns. I primarily help entrepreneurs and thought leaders who have a mission-driven purpose. My goal is to align their book with their business and create impact through what I call “cause” publishing.

RF: So, you’re not a ghostwriter?

SS:  Correct. I’m an author but not a ghostwriter, though I can connect clients to trusted ones if needed. One of my favorite services is Book Visioning - laying out the author’s story, brand, and audience to reverse-engineer their writing plan and create a manageable routine.

RF: I love that approach. It seems to simplify the process.

SS:  Exactly. It’s a white-glove, relationship-based experience. I work closely with authors to polish their book and handle details like professional cover design and copyright pages. I also link them to vetted marketing and PR experts, saving them time and hassle.

RF: How do you ensure quality?

SS:  I vet all professionals we collaborate with. Sadly, some authors come to me after disappointing first experiences. For those cases, we often create a second edition that better reflects their brand and vision.

RF: Did you feel isolated while building your business?

SS:  Absolutely. Many entrepreneurs do, especially during lean times. The temptation to go back to a secure job is real, but I learned that fear - a low-vibration energy - was holding me back. Once I recognized that, I shifted my mindset, took action, and kept moving forward. Over time, resilience paid off.

RF: I can relate. The early years test your resolve.

SS:  Yes. People think a 9-to-5 job is secure, but I feel more secure now as an entrepreneur. I control my direction, choose my clients, and adapt to market trends. It’s about pushing through those initial hurdles.

RF: How is AI impacting the publishing industry?

SS:  AI is already influencing the industry in mixed ways. I advise against using AI to write entire books, as it can be detected and lacks genuine voice. However, AI can help with editing and refining content. True creativity and expression are irreplaceable.

RF: So true - writing needs to be personal.

SS:  Exactly. That’s why I emphasize Book Visioning. It supports an author’s mission and story. Writing should come from the heart, not be forced. Mornings are ideal for writing, before the day’s distractions set in - that’s when your authentic voice shines.


I speak to so many people who have this dream of writing a book, but don't even know where to start. They think it is something impossible. I want them to know that it is possible… in fact, the word impossible can be considered “I’m possible.” 

RF: What’s next for Finish the Book Publishing?

SS:  We’ll continue working with inspiring authors and exploring the growing link between spirituality and business. I believe storytelling will become more holistic, blending personal and professional narratives. Everyone has a story to tell, and now is the time to share it.

Are you ready to share your passion and change the world?

Stay In the Loop

Join our mailing list to receive the latest publishing news and updates.
Don't worry, your information will not be shared.

Sign up to our newsletter

What Comes First, Second, and Third?

December 2, 2022
Now that you have your thinking cap on and you’re mapping out the plan for writing and producing your book, it’s important to understand the timeline for publishing. Your editing can take 2-4 months, but this is dependent on how much editing your manuscript will require and how quickly you get your edits back to your editor. So, editing aside, let’s go over the rest. There are some things you can be working on in the background when your manuscript is with your editor. You can create your publishing imprint (your publishing company name) and securing a logo, drafting your copyright page, setting up your publishing accounts (i.e., KDP and Ingram Spark), and purchasing your ISBNs. Once you’re into your final round of editing, this is a good time to define your title and subtitle, and get in touch with your cover designer for some samples. There will be a little bit of back and forth, but once you and your editor have a final title, you’ll have the foundation as to what you’d like the cover to look like. One of the most important reasons for using a professional designer is that they understand the types of covers appropriate for different genres. For example, if you’re writing a memoir, then the book cover shouldn’t look like a sci-fi novel. Just like if you’re writing romance, the cover shouldn’t look like a business book. Your cover designer will give you designs that fit both the message of your book as well as the genre, so that you’ll have better traction in the marketplace. Working on your cover design will usually take about 2-6 weeks. When your book is finished with the developmental edit, then you’ll send the manuscript to a proof editor. Your manuscript should include all of the following elements, which is also covered in great detail in Author Evolution, but for our purposes here, the manuscript that goes to the proof editor should include the copyright page, table of contents, dedication, all the chapters and resources section, your acknowledgments, the “about the author” page and, if appropriate, your business page. You’ll want the proof editor to see the entire book interior to ensure that any mistakes are caught before going to print. Your proof editor will usually need 2-4 weeks to complete the proof edit. Back to design... Now that you have a front cover for your book, you can request samples from your interior layout designer. It’s important to have your front cover done, so that elements from the cover can be used in the interior design, such as font choice. There are a LOT of decisions to be made about your interior layout. In addition to fonts, you’ll have the opportunity to look at the design for your chapter pages, graphics, headers, page numbers, etcetera. Once you’ve determined your choices for the interior, the layout process usually takes about two weeks. When the layout design is finished, you’ll know the page number count. This is important, as the cover designer will need this information to create the correct size for the spine of your book. When you have downtime in the process, be sure to write your back cover content. If your editor is agreeable, I would recommend your editor take a peek at it to make sure it is well-written and in third person (she went to the store, versus I went to the store). Your back cover is a key marketing piece for your book, so it’s critical to have a great description that will have the reader thinking “I’ve gotta read this book!” The back cover should also include a short, two-sentence bio, your head shot, your publishing logo, and a barcode with readable price. I like to have a header or call-out at the top of the back cover, or use a great testimonial from a reader or someone in your industry. When files are finished, you’ll proof the final files. This can take 2-3 weeks, depending on how fast you are. Here’s a tip for you… when proofing your files, read the book out loud (or get a reading buddy), as you’ll catch any mistakes missed previously. You’ll send any errors back to your designer to make those changes and will receive your final files to upload your book and order proof copies. The final proof process takes 3-6 weeks, before approving and going live. Once your books are live, then it’s time to announce your book and plan your launch party. Congratulations! You’re a published author! Want to learn how Finish the Book Publishing can help you through the publishing process? Schedule your free 30 minute consultation HERE

Investing in Yourself… and Your Book!

November 23, 2022
If you want to publish a professional-looking book that will stand up to anything you see in bookstores, it’s important that you use professional services for editing and design. If your book appears to be self-published, the cover is poorly designed, and the interior layout has errors such as extra spacing or weird margins, you’ll have a hard time getting reviews – from reader reviews to editorial reviews. You may even get negative reviews, and those are nearly impossible to remove from platforms like Amazon. Lastly, your book will not be eligible for book awards if there are errors or sub-standard cover design. While it seems like a place for you to save money and cut corners, I would recommend that you don’t. Scrimping on editing and design will only result in you being unhappy with the end results and ultimately wanting to re-publish your book. Launching your book using the help of professional editors and designers will save you time and money in the long run. Let’s delve in. There are several types of editing, but this will at least give you a broad overview of what to expect. Creating your budget ahead of time will help you plan ahead. Most editors and designers will require a deposit upfront, and then invoice you incrementally as the work is completed. If you choose to use a publishing consultant or book coach, like myself, this person will set up your publishing accounts, serve as the project manager for the production of your book, help you avoid costly mistakes, and serve as your advocate. It’s important to find the right one that has experience in your book’s genre, as well as someone that has a proven track record of satisfied clients. The cost for a publishing consultant, also known as a book shepherd or project manager, can range anywhere from $2500 to $10,000, but most fall in the $4500-$6500 range. Be sure to utilize free consultations that most book coaches offer, and get an overview of the services they provide. Estimated costs for editing and design can be provided by each professional, whether that’s editing or design. If you’re working with a book coach or project manager, they may be able to provide you estimates and ballpark figures for those tasks. Be sure to include business costs, such as registering your imprint (publishing company name), creating a simple logo, purchasing ISBNs, and ordering author copies. Some designers will offer book cover design, interior layout (also known as formatting), and eBook conversion as a package, which can sometimes save you hundreds of dollars. While you can research and find reputable editors and designers, one of the benefits to working with a publishing consultant or book coach is that they’ve already done the work for you. Book coaches have vetted professional service providers and have them available for projects. This alone will save you time and money. Let’s get rolling on your book! It’s worth the investment. Want to learn how Finish the Book Publishing can help you through the publishing process? Schedule your free consultation today!

Create a Book to Impact the World

November 18, 2022
I’d like to introduce you to the idea of social impact or “cause” publishing. Just think…your book has the ability to make an impact on the world, so choosing your cause is something you’ll want to start thinking about early in the process. Whether your mission is to feed the hungry, save the rainforest, or educate about human trafficking, the topic of your book can help drive awareness to the cause of your choice. There are a few things to consider: First , the cause you choose should be relevant to your book’s message. For example, if you’re writing a memoir about intimate partner abuse, your cause might be centered around shelters or helping survivors. Second , you can decide if you want a portion of your book’s proceeds to fund a cause, or simply add information about how to support various organizations within your book. This can be done in your Acknowledgments, on your Business Page, or even as a list of Resources in the back of your book. Third , you can also find organizations to “partner” with, by offering copies at a discount, or speaking at events. My recommendation is that you identify small to medium-size organizations, rather than large ones that already have funding and marketing plans in place. The best way to establish a partnership is to contact the organization, let them know that you are publishing a book and ask “How can I help?” The great thing about publishing independently, is that if an organization ceases to exist, or you wish to change the organization you support, you have the ability to make that revision in your book and upload your updated interior file. And finally, you can add a sentence or two in your book description that appears on your sales page via Amazon or Barnes & Noble. This will identify your cause to readers even before they’ve purchased your book. So, start thinking about your book’s message and how YOU can have an impact on the world. Want to learn how Finish the Book Publishing can help you through the publishing process? Schedule your free consultation today!
Share by: