You’ve heard the stories: Self-publishing is the new wave. Unknown writers are self-publishing and hitting the jackpot. Well-known writers are doing the same. Finally, publishing has become a democracy in which the writer—not a gatekeeper at a traditional publishing house—has the power to green-light a book. And with all the different self-publishing platforms out there, it’s as easy as uploading a file and following the prompts.

But before you click on the “publish now” link, you might want to consider what self-publishing really entails. Unless you’re famous, have a built-in platform through your company, and/or have excellent social media marketing skills, finding readers beyond family, friends, and your writing community might be a challenge.