In this interview on the We Don't PLAY!™ podcast, Favour Obasi-ike, MBA, MS sits down with Michele DeFilippo to unpack one of the most misunderstood and financially consequential decisions an author can make: who to trust with your book. Over 22 minutes, Michele delivers a masterclass on the difference between traditional publishers, hybrid publishers, and true service providers — and why that distinction can mean the difference between earning $0.90 per book sold versus $6–$8.
Show Notes
Michele DeFilippo is the founder and driving force behind 1106 Design, a full-service book publishing company based in Phoenix, Arizona. With more than 50 years of experience in the book publishing industry — spanning traditional publishing, the rise of indie publishing, and the self-publishing revolution catalyzed by Amazon — Michele is one of the most respected voices in author services today.
She founded 1106 Design in 2001 after the publishing industry was disrupted by technology, with a singular mission: to help independent authors publish professionally, keep 100% of their rights and royalties, and produce books that compete on equal footing with traditionally published titles. Her company provides a complete "manuscript to market" solution, including editorial evaluations, copyediting, custom book cover design, interior typesetting, eBook conversion, audiobook production, author websites, and publishing support.
Michele is also the author of Publish Like the Pros: A Brief Guide to Quality Self-Publishing, an 88-page guide available as a free download at 1106design.com. She has been featured across numerous podcasts, YouTube channels, and industry publications, and contributes regularly to IngramSpark's blog on self-publishing best practices.
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WHO IS THIS FOR?
Aspiring authors who want to publish without giving up their rights. Self-publishing authors who suspect they're leaving royalty money on the table. Business owners, coaches, and consultants who want a book as a credibility tool. Anyone pitched a "bestseller package" who wants to know if it's legitimate. Podcasters and content creators exploring long-form publishing as a brand extension.
Episode Summary
In this interview on the We Don't PLAY!™ podcast, Favour Obasi-ike, MBA, MS sits down with Michele DeFilippo to unpack one of the most misunderstood and financially consequential decisions an author can make: who to trust with your book. Over 22 minutes, Michele delivers a masterclass on the difference between traditional publishers, hybrid publishers, and true service providers — and why that distinction can mean the difference between earning $0.90 per book sold versus $6–$8.
The conversation covers the full publishing landscape: how self-publishing emerged alongside Amazon, why so many "publishers" are actually double-dipping on author revenue, how to use KDP and IngramSpark to distribute without a middleman, what makes a book cover convert (and why it matters more than most authors realize), the truth about Amazon "bestseller" badges, the art of professional typesetting, and how to set realistic expectations before publishing.
Michele closes with a transparent overview of how 1106 Design works, what authors should prepare before reaching out, and why the best way to make money with a book is often not through retail sales at all.
TIMESTAMPS
[00:00] — Intro: Michele DeFilippo, founder of 1106 Design, 50 years in publishing
[03:20] — Publisher vs. service provider: the distinction that determines your royalties
[06:12] — The hybrid publisher double-dip: earning $0.90/book instead of $6–$8
[09:11] — KDP and IngramSpark: the two platforms every self-publishing author must know
[10:01] — "Pump and dump" publishing: the automated book trap
[11:00] — Book covers as the #1 conversion driver: the job interview analogy
[12:48] — A/B testing covers the right way: "liking vs. buying"
[14:34] — The Amazon bestseller badge: how it's manufactured in 45 minutes
[17:08] — Professional typesetting vs. basic formatting: why it matters
[20:49] — Using a book as a business development tool, not a retail product
MEMORABLE QUOTES
"If you have no investment in my book, what entitles you to any portion of my profits?" — Michele [06:45]
"There's retail sales, and then there's making money with your book another way — and that other way is usually better." — Michele [20:49]
"The question isn't which cover do you like. It's which cover would you spend money on." — Michele [12:48]
"A book that earns $2,000 in royalties but generates $50,000 in consulting revenue is not a modest success. It's a high-ROI asset." — Favour [21:10]
"Typesetting is working on every line, every word, every paragraph — it's not just formatting." — Michele [17:08]
FAQs
What is the difference between a publisher and a service provider?
A publisher acquires your rights and pays a royalty. A service provider charges once and steps away — you keep 100% of all future revenue.
What makes hybrid publishers problematic?
They charge upfront fees and also take a cut of every book sold — reducing per-book earnings from $6–$8 down to $0.90 on a $19.99 title.
Which platforms should every author use?
KDP for Amazon and IngramSpark for bookstores and libraries. Both have royalty calculators so you know exactly what you'll earn.
Are Amazon bestseller badges legitimate?
Most are manufactured in 45 minutes by selecting a low-competition subcategory. A genuine Nielsen bestseller is an entirely different credential.
How do authors actually make money with a book?
Treat it as a business development tool. Speaking fees and consulting revenue typically far exceed retail royalty income.
GLOSSARY
Service Provider — Charges a one-time fee; takes no ongoing royalties. The author retains 100% of rights and revenue.
Hybrid Publisher — Charges upfront fees and also takes a percentage of sales. Double-dips on author revenue.
KDP — Amazon's self-publishing platform for print-on-demand paperbacks and Kindle ebooks.
IngramSpark — Distributes to independent bookstores, libraries, and international retailers.
Typesetting — Professional design of a book's interior: fonts, spacing, margins, and chapter breaks.
Print-on-Demand — Books printed individually as orders are placed. No inventory risk.
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