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9 min read
Edited
16th December 2025
We spoke to Nathan Wood, Sales Director at Softwood Books, about the self-publishing company and what a writer can expect from their services.
- Could you talk to us about the creation of Softwood Books? What is your role?
Softwood Books was founded in 2017 by Maddy Glenn, primarily as a provider of editing services. Within 3 years, it had expanded to provide design and marketing services. Today, we're a multi award-winning team who support hundreds of authors every year through the production and distribution of their books. We offer a wide range of services that allow an author to retain all the benefits of remaining independent by providing professional publishing services and on-going support. As Softwood's Sales Director, I'm usually the first person an author will speak to before handing them on to one of our project managers. As well as overseeing the office team on a day to day basis, I have the privilege of building relationships between Softwood and retailers, printers, wholesalers, and local businesses. I also attend writers’ groups and festivals, as well as as many of our clients’ book launches as I can fit in the diary!
- If a writer is interested in working with you, what is the first step they need to take?
Everything starts with a face-to-face conversation, usually over a video call unless a writer can visit our offices. Everybody has a different story to tell and a different set of expectations and motivations that we need to acknowledge and understand before discussing the various publishing options that are open to them. Whether it's a print-on-demand solution or distributing through a wholesaler, every writer's journey is discussed and agreed at an early stage so that the project manager, designer, and editor, have as much information as possible in order to produce the best possible product for the them.
- How does the editing process work at Softwood Books? How many rounds of edits normally take place between the writer and editor?
This is a vital part of the process - and is partly the reason a further three editors have joined our team in 2025! Once the level of editing and a timeframe is discussed and agreed by the writer and their project manager, they will then have direct contact with their editor who will usually work through the manuscript in its entirety. Once complete, the edit will be shared using Word Track Changes, for them to work through and accept or decline the edits. There may be several rounds of revisions but continued communication between both editor and writer is key throughout. A developmental edit or copy-edit will then result in a proofread before the manuscript is ready for the writer's approval and the next stage of production.
- Bringing a book to life through its cover must be an exciting part of the process for the writer. How much input does the writer have on the final cover design?
This is absolutely one of the most exciting elements of the production process - for us and the writer! We like to invite our clients to explain any initial concepts they might have with their assigned designer. The designer will have access to the manuscript and will often communicate with the editor to ensure the design concepts they supply (usually 3 or 4 depending on the tier the writer budgets for) will closely match the message of the book. A recent client had a very unusual antique silver jug which formed an important element of the novel. Our photographer provided the designer with highly-detailed shots that were then worked into a couple of original stand-out designs for a dust jacket and case. Our clients can also submit any endorsements they have received from ARC readers to be included on the front or rear of the cover. The final product therefore will be the product of a professional design that a client can have a strong sense of ownership and control over. We can also advice on special finishes such as spot UV, foiling, sprayed edges, or beautiful hand-painted edge designs by one of our talented artists.
- What are the print and distribution offers you have available to authors? How do you keep authors informed during this stage of the publishing process?
The majority of our authors will choose a print-on-demand route as the most cost-effective method of distribution, and there are a several PoD solutions that we can recommend, depending on their individual expectations, marketing, and overall publishing goals. Increasingly, many of our authors are finding success through placing a stock of books (any number from 5 to 10,000) with our distribution partners, Gardners. Whichever route an author takes, they are kept fully involved in conversations around unit price, retail discount, and RRP. Approaching the publishing of a book from a business perspective is incredibly important and we're proud that our publishing model offers flexibility with retail discount and RRP - and therefore an author's profit margin.
- We often hear that self-published authors have to take on much more of the marketing and publicity work than, say, traditionally published authors. Is this true?
Not always! I speak to authors on a daily basis, many of whom will have experienced the traditional route of publishing, and increasingly I hear of authors who have been under the impression all marketing and PR would be done for them, only to find that they are still required to do the lion's share of the publicity. Richard Osman recently said that the key to success was through human connection - such as book tours, in-person signings and festival appearances, instead of relying on social media, and to some extent, he's right. People buy from people. However, whilst we've recently organised and supported a major UK book tour for Larry Lamb (just one of a growing number of high-profile individuals publishing independently), not every independent author can afford a tour, hence the importance of keeping social media 'social'. Once an author has all their ducks in a row with the distribution of their books, we can help advise, plan, and execute a strategy that increases awareness of their book, and this will always include a social media element, based on their book and the audience it's targeting.
- Can you talk to us about the difference between self-publishing and vanity publishers? What are some of the ‘red flags’ writers should be looking out for when considering which publishing provider to go for?
Many writers I speak to are completely new to publishing - in which case they need to be aware of all the different routes through publishing; traditional, hybrid, and independent, and it's important they choose the route that is right for them. Often writers will tell me they've been flattered by a hybrid publisher who has assured them they've "passed their criteria" and are made to feel validated and special before being billed a ludicrous amount. This behaviour is definitely a red flag! Self-publishing usually requires a writer to build their own team of freelance editors and designers before opting for a print run or uploading to a print-on-demand platform themselves. Softwood supports that concept of author control but offers project management, professional services and guidance to give the author the best possible experience in publishing. We've always been particularly proud of our business ethos that ensures an author can remain independent by owning their ISBN, have final say over a book's edit and design, set their own retail discount and RRP, and remain in full ownership of their book and all the royalties it earns. Unlike some hybrid models, we maintain a relationship with our clients long after the publication date and we're always looking at ways of promoting them as opportunities arise.
- What advice do you have for writers who are navigating this industry for the first time?
Spend time talking to people, in person and through social media - a personal recommendation is always best. Be aware that a web search will usually provide information overload, will be full of sponsored posts and certainly won't be tailored to your personal needs and requirements. Talk to different publishers personally to find the right fit for you. Read Google reviews of these companies and always be sure to read the fine print of any contract that is offered by anyone. Ask questions such as how often you would receive sales reports and royalty payments? If you decide to build your own team and self-publish, be aware of unregulated sites like Fiver. Sometimes you'll find a gem of an editor or designer there, but there are many horror stories too. Talking of horror stories, I've not mentioned AI yet, but this is increasingly an important question that should be asked of a publisher if it matters to you (and it should); how much do they rely on AI when carrying out editing and design, and do they license their titles to AI companies to train their large language models (LLMs)? Whilst there are pros and cons to every route of publishing, the most important thing is to be able to enjoy it and get excited about holding your book for the first time. That is an incredible and privileged position to be in.
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