I have yet to meet an author who thought his/her publisher did enough marketing or who was satisfied with the royalties received. Most have the fantasy of writing the book, submitting the manuscript, and then sitting in a lawn chair next to the mailbox, waiting on those big checks to show up. The reality of publishing and the source of real income is a quite different picture.

Several years ago Mark Victor Hansen, author of Chicken Soup for the Soul, told a small group of us author wannabes something that revolutionized my approach to writing. He said, “Everyone I meet wants to write a book. I tell them, ‘Write your book. Do a great job. Now you’re 10% finished. The remaining 90% consists of marketing, promoting, developing ancillary products, etc.’”

If you are writing a book—or thinking about it—you have no doubt considered self-publishing. Thanks to recent developments in technology, it has never been easier or less expensive.

A few years ago, we launched a self-publishing division at Thomas Nelson called WestBow Press. We did so in partnership with Author Solutions, the largest self-publishing company in the world. They have proven to be great partners.

By Dean Karnazes. Okay, the author is a freak of nature. I get that. No one can do what he does to his body and survive. But this is the most motivational book on running I have ever read. I doubt I would have ever started running or stayed with it, if it had not been for this book.

By Bob Rotella. From time to time, I enjoy reading books on golf psychology. This is one of the best I have read. It basically focuses on directing a golf ball like you direct any ball—you focus on where you want it to go!

By St. Athanasius. This is another very important book. St. Athanasius articulated and defended the apostolic understanding of the incarnation against Arius, the pen-ultimate heretic. It is a deeply profound and moving book. The incarnation is the central truth of classical Christianity. The introduction by C.S. Lewis is worth the price of the book.

By Graham Greene. We also read this book in our book club. I wanted to throw it across the room after three chapters. But I stayed with it. I’m glad I did. It is an amazing novel with some powerful, redemptive themes.

By Alexander Schmemann. This is one of the most important books I have ever read. It has had a profound and lasting impact on my worldview. I have taught through it several times. Fr. Alexander, an Orthodox priest, has one basic premise: God intended everything in creation to be sacramental.

By Andy Andrews. Part biographical, part fiction, Andy Andrews weaves a fascinating story about “Jones,” a sage who mysteriously appears to offer perspective to those who have lost it. This is a short but powerful book that will leave you motivated to tackle life’s toughest challenges.

By Mark Twain. I recently re-read this for our book club. I hadn’t read it since high school. It is an amazingly well-written book. It gives you a peak into pre-civil-war America. I’m not sure the good ol’ days were so good. The racism is jaw-dropping. Still, this is incredibly entertaining.

By Don Tapscott and Anthony D. Williams. This is one of the best books I have read this year. It has really stretched my thinking about the future of book publishing—and every other kind of content. Now if we can just figure out how to monetize this brave new world of peer-created content!