I had worked months on designing my book, gotten several rounds of feedback, perfected the design and layout, and was about to get it printed. This would be the fun part, right? Finally holding my book in my hands!

Except, it is an experience I still look back on and cringe.

I had chosen a pretty complex binding, with lots of handwork involved. Handwork that meant if glue wasn’t spread just right, the binding would be sticky and gooey.

I picked my books up from the printer and...

The majority of books had noticeable lamination streaks across the covers. Apparently this was a thing when you chose glossy covers. But no one had educated me on the difference between glossy and matte. In fact, I never even thought to have a conversation about this.

Endsheets were covered in glue. That was the hazard of human hands piecing together the books.

Covers had dents. This one still gets me fired up.

I was new at this. Was I being too picky? I didn’t think so. But, I didn’t want to be rude. I checked with a few people who confirmed, no, they shouldn’t look this way.

The printer graciously offered to re-do them, this time with matte covers.

Phew!

I drove a second time to the printer to pick them up and...

They accidently used a coil on the binding that was too small. The pages barely turned, and with an awful CREAKING sound. Not good for a scrapbook.

Plus, glue residue everywhere.

And still many dents.

But hey, the lamination streaks were gone!

Full refund. Bye-bye printer!

I’d like to say this problem was fixed by my second or third printer. Unfortunately, it took FOUR printers to get it right. I was at my wits’ end. I wondered if this book was meant to be. Had I misinterpreted God’s calling?

In reality, I think there were a few things at play:

I DIDN’T UNDERSTAND PRINTING TECHNIQUES.
Glossy versus matte. Different types of book bindings. These decisions matter.

I WAS EXPERIENCING WHAT ITS LIKE TO RUN A BUSINESS.
When you self-publish, you become the project manager and CEO for your book. There will be ups and downs. You might have to choose a new printer, editor or designer in order to execute your vision properly. It’s not always fun, but it is the reality of having this creative control.

I WAS MAKING THINGS TOO COMPLICATED.
I didn’t need to publish my very first book with the most complex binding out there. It was insanely expensive and not necessary for what I needed to accomplish. Especially, when you are figuring out your product’s viability, there are cheaper ways to test the market.

I WAS CHOOSING THE WRONG PRINTERS.
I’ve since developed a short list of printers I trust or have come recommended to me by others. I’ve started to see some trends and know what kinds of questions I should ask up front. Had I only known!

I WAS NOT PRAYERFULLY DISCERNING VERY WELL.
I was rushing to find new printers and asking printers to meet fast turnaround. Let me tell you... rushed decisions and timelines often don’t work out well.

All this to say, I’m SO GLAD I didn’t give up. But, I also understand why people do. It’s hard.

That’s exactly why I built the Fiat Self-Publishing Hub, a place where authors can get guidance, tools, and tips to avoid the trial-and-error I went through. The Hub won’t do your work for you, but it can save you months of frustration and help you make smart, prayerful decisions as you bring your book to life.

So hang in there. Keep at it. And share what you learn with others!

I don’t know about you, but I often get caught up in the little details and often need to step back and look at the big picture. I encourage you to do the same, especially if you are feeling uncertain or confused about WHY you are doing what you do.

Why did you start your business in the first place?

Why did you decide to write a book?

Why did you decide to create that product?

Reminding yourself of this can do wonders.

So why did I decide to teach people how to self-publish Catholic books?

It’s because I envisioned the following:

We have an abundance of beautiful, Catholic books on the market.

Beautiful stories; beautiful illustrations; beautiful covers. And I don’t just mean “pretty” books. I’m talking transcendental beauty. Beauty that elevates the soul and draws us closer to God.

Self-publishing standards are elevated.

My hope is that more and more self-published books are mistaken for traditionally published books. I currently see many self-published books that have DIY covers, lack editing, or are unpolished. Sometimes, just a few changes here and there can make all the difference.

Authors will have a keen eye for choosing the right partners.

There are many publishers and companies, large and small, who do a fantastic job at producing quality books. But I also see books traditionally published by presses that pump out less than stellar covers. I see self-published authors pay for design, layout, or illustrations that are lacking. I see authors shell out loads of cash for self-publishing packages that are overpriced, promising things you could easily do on your own for a fraction of the cost. This can be avoided!

We’ll see new kinds of books.

God made you unrepeatable. This means your story, your idea, and your book are also unique. When we learn to discern, pray, and invite the Holy Spirit into our work, creativity abounds.

Our stories are told and our books are opened.

Your novel, resource, journal, planner, etc. can be life-changing for someone if it is actually purchased and used. You have the best chance at this when following the gold standards of self-publishing.

Our work sanctifies us.

We align our writing with God’s will. We grow closer to God. We deepen our prayer and our ability to discern. Isn’t that the ultimate goal?

Your turn. What’s your WHY? Write it down if you need to so it can serve as a reminder.

P.S. For anyone feeling called to publish a book, I encourage you to join the Fiat Self-Publishing Hub. I’ve got loads of resources available to help you save time and money, and support you on your journey!

For me, it’s the Surrender Novena. I just did this for the first time and found the daily prayers to be so beautiful. Typically business feels difficult for me when I’m trying to control things too tightly on my own. The Surrender Novena is a great way to release our grip and cling tighter to God’s will.

Have you tried it? What are your go-to prayers?

I’m opening comments for everyone on this question. Would love to hear from you!

Leave a comment

I’ve recently done a few very helpful check-ins with my business. In this post, we’ll discuss:

1. (Finances) My method for evaluating recurring subscriptions

2. (Time) Looking at your ACTUAL available time to make decisions about what to prioritize

3. (New Projects) A new method I’m testing out for determining what to create

Read more

Welcome!

This publication contains so many great resources for Catholic entrepreneurs and self-publishing authors. This is an archived newsletter meaning no new content will be added. But feel free to browse the archives for great content!

The new way to stay in touch with me is through Thy Olive Tree. Please sign up below so we can stay in touch.

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If you are looking for Catholic self-publishing resources, the best way to get support is by joining the Fiat Self-Publishing Hub!

The Hub contains lessons, videos, printer lists, and more to help Catholic authors bring their books to life. If you are wanting to publish a good, true, and beautiful book, this is for you!

Learn More

Hello,

Our January meetup will be a text-based chat.

Mark your calendars for January 30th from Noon-1pm EST right in Substack.

How to get started

1. Get the Substack app by clicking this link or the button below. Turn on push notifications so you don’t miss conversation as it happens.

Get app

2. You can also access the chat on the web.

3. If using the app, open the app and…

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Happy New Year! I hope you’ve been able to step away from your work or business and recharge a bit. I went on a road trip with my family and am pleased to say I only got out my laptop once! (I forgot to delist my stationery. It’s the one product I have to manually design and, it never fails, I always get an order as soon as I arrive at my destination 😂).

I’m just now easing back into things, catching up on emails, and starting to think about what the New Year will look like.

Some of you might know exactly what you plan to do. But, you might also be sitting here feeling the aftermath of a stressful holiday, not sure where to begin. How do you create a plan if you are in a creative rut?

Here are 10 tips for helping you find your creative spark:

1. Pray for God to “spark” your imagination! “With loving regard, the divine Artist passes on to the human artist a spark of his own surpassing wisdom, calling him to share in his creative power.” —Letter to Artists, Pope St. John Paul II, 1999

2. Read Pope St. John Paul II’s Letter to Artists.

3. Head to the library or bookstore for inspiration. Go to the genre that inspires you. Read about architecture, painting, poetry, etc. Immerse yourself in this genre.

4. Look at bestselling books or products on Amazon/Etsy. Save the ones you were drawn to and see if you can identify a theme as to why. (Great for product-based businesses that are looking for gaps in the market to fill).

5. Start studying the things you find beautiful in art, books, music, magazines, churches, etc., and think about what draws you to those examples of beauty.

6. Read Sacred Scripture. Pope St. John Paul II says it best in his Letter to Artists: “It remains true, however, that because of its central doctrine of the Incarnation of the Word of God, Christianity offers artists a horizon especially rich in inspiration. What an impoverishment it would be for art to abandon the inexhaustible mine of the Gospel!”

7. Pursue the activities and hobbies that interest you. Ideas often follow our interests.

8. Reflect on a need that could be met through a beautiful book or product. Imagine all the different possibilities. What do you personally wish existed?

9. Be inspired by the books and products other artisans have created. I have many examples here: Thy Olive Tree Market

10. Remember, God’s dreams for you are often even bigger than the ones you have. This concept is beautifully described in Dream Bigger: A 21-Day Journey to Unlock God’s Dream for Your Life by Dan DeMatte. (Affiliate link).

What inspires you? How do you find your creative spark? Paid members, leave your tips in the comments!

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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The above is a sponsored post and way for me to connect you with Catholic products and services. If you’d like to share a product or service that can help Catholic business owners, authors, or artisans, let me know: kate@thyolivetree.com.

Business Owners: Tips for Recharging Over the Holidays

As we approach the holidays, I’ve got 10 tips for business owners to help you recharge, set boundaries, and prepare yourself to kick off the New Year!

1. Make a list. Dump your list of everything you still need to accomplish into a Trello board or good old fashioned notebook. Just getting the endless list of tasks out of your head will help your brain. The list will be there waiting for you when you are ready to return.

2. Pray. Ask God to help you rest and prioritize. Slow down and fill more time with prayer and silence.

3. Rest. Some of my best creative ideas have come when I’ve allowed myself to rest. Allowing yourself to completely step away from work actually makes space for the right ideas to surface. There is something about pausing from work that helps me to stop thinking about the long monotonous to-dos and start thinking about the fun, creative work I’d like to be doing more of in the future.

4. Set boundaries. Put up out of office and autoresponders. Refrain from checking emails. Delete apps. You might think it doesn’t hurt to check your email just once on Christmas, but what happens when you get an email, whether positive, negative, or neutral, that you can’t get out of your head? An email that you start drafting a reply to in your head? That distracts you? So determine in advance your black out dates and don’t let yourself be tempted on those days.

5. Do something fun and creative… for the sake of being fun or creative. Do a puzzle. Paint a picture you have no plans to sell. Browse through your favorite section of a bookstore or library to get inspired.

6. Reflect and recompose. What about last year do you wish you could do more of in the next? What went well? What didn’t? What things would you change? This doesn’t have to be a detailed plan. Just give yourself space to plan and dream.

7. Work on the tasks that energize you. Carve out time to actually work on the parts of your business that you enjoy and would love to spend hours doing.

8. Reward yourself. Think back on the last year. What was your biggest achievement? How can you reward yourself for this? Whether it’s big or small, free or paid, how can you show yourself gratitude like you would show an employee who had a big win?

9. Streamline. What’s one thing you can do more efficiently in the New Year? Are there projects you need to say no to or cut back? You don’t have to start making drastic changes now, but be mindful of how you will protect your time moving into the New Year.

10. Remind yourself of your why. Why did you start your business? Why did you write a book or create a product? Are you moving into the New Year on the right path or do you need to make some course adjustments?

I’m wishing you all a Merry Christmas! I pray this time is restful and gives you the peace you need to hit the ground running in the New Year!

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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Allow ANN to replace AI.

Elevate your writing through human connection. Ann Aubrey offers editing expertise and book coaching for authors who want a personal touch! Her services include editorial analysis, mechanical editing, and substantive editing. You can get in touch with Ann at ann@annaubrey.com or via her website: www.annaubrey.com. She offers a 10% discount to paid members of this newsletter.

The above is a sponsored post and way for me to connect you with Catholic products and services. If you’d like to share a product or service that can help Catholic business owners, authors, or artisans, let me know: kate@thyolivetree.com.

Testing Your Ideas With Print on Demand (POD)

When I launched my first book, I went all in. I spent thousands of dollars and several failed printing attempts at manufacturing a super complex book. (Don’t get me started on concealed wire-o book bindings 😅). Thankfully, it all worked out. People liked the book and I eventually sold all of them. But it was risky. I didn’t really have a proven concept. I didn’t know if there would be demand. And I had no idea how hard it would be to market my book. (Spoiler alert: It is hard!)

A faster, cheaper way to bring a new product to market, and a way to test your idea, is to print it on demand. I’ve written about print on demand (POD) before if you need a quick overview. It’s where you only have your items printed and shipped as someone places an order. No inventory or bulk orders needed. The best part about this is you can test many different products and designs at once to see which sell and which don’t.

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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Using my book as an example, I could have published it to Amazon KDP for a few months to see how sales went. Was I selling enough to warrant a bulk order? Were the reviews positive? Was I getting feedback that something needed to change? I could gather all that data as I was making sales. THEN, I could have turned around and made a more informed decision about buying a small run of books.

This is even more helpful when it comes to products that are design-heavy. Will your customers want the design in blue, green, etc.? Sell them both on demand and see which one does best.

I’m doing this right now with my scarves and I can’t tell you how happy I am that I went this route. This is giving me time to test a new product and design idea. I don’t have 2,000 scarves in my basement. If this design tanks, I can try a new one, or pivot my business model entirely.

Just because you start with print on demand doesn’t mean you have to stick with it.

If you have a product that is selling really well, that might be your clue that it’s time to manufacture it in small runs. You can increase your profit margins and often create a higher quality product this way.

Since starting with print on demand, I have a few tips I’d like to share with you:

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Looking for clarity as you step into the new year? In a 1:1 strategy session, I’ll help you simplify what feels heavy, strengthen your online presence, and map out practical next steps for 2026. Whether you’re refining systems, improving your website, or planning your next stage of growth, you’ll walk away with focus, direction, and a clear plan you can trust.

⭐Learn more here about how to work with Sophia!

The above is a sponsored post and way for me to connect you with Catholic products and services. If you’d like to share a product or service that can help Catholic business owners, authors, or artisans, let me know: kate@thyolivetree.com.

What’s one part of your business you wish you had more clarity on going into the new year?

There is nothing like the end of the year that makes you reflect on what went well, what didn’t go so well, and what you’d change moving forward. The problem is that this isn’t always clear! I so often feel like something needs to change…but I’m just not sure what.

I think for me, the biggest part of my business that I need clarity on is WHERE to focus my attention. I wear a lot of hats and have many plates spinning in the air.

• I’m pretty sure one of these plates is going to fly off my finger and smack me in the face.

• There’s another plate that is wobbling and rocking and I might just let it fall 🤷‍♀️

• Another one is slow and steady, reliable. Should I try to spin it harder?

• One is shiny and new and keeps distracting me. But the more I spin it, the more it gets off-kilter.

• Then there is this great plate that I love but it causes me to neglect all my other plates.

If you are still with me and understanding this analogy, great. If I lost you, I’m sorry. It’s been a busy week.

Paid subscribers: Post about where you need more clarity and what you are struggling with. Let’s help each other out!

P.S. Don’t forget, Sophia can help you get unstuck.

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

Sign Up Here

As Black Friday approaches, a few feelings can come up:

• FOMO: “I need to do something because everyone else is!”

• Dread: “It’s just so much work.”

• Excitement: “This is the year I’m going to crush it!”

• Jadedness: “I don’t know why I even bother. It never goes well.”

• Confusion: “Do I run a BOGO deal? Hidden coupons? Sitewide sale?!”

I typically feel all of these in one weekend (hence why I ran my sales early this year).

Even if you haven’t given it any thought, there is still time.

Below are 10 things I wish I could go back in time to tell myself when running Black Friday sales. If only I had known!

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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I opened Thy Olive Tree in 2019. It’s been a lot of ups and downs ever since. Some days I feel like I know exactly what I’m doing. Other days I feel like I’m not even qualified to turn on my computer. But here I am.

On those bad days when I feel like burning it all to the ground, I have to completely shift my mindset and remind myself of a few things.

I’m sharing this with you to file away when you’ve had a day and need a pep talk. Maybe that day is today. Oh how wonderful God works!

Here are a few things I tell myself when I’m down:

Most people don’t even try it

If you have an idea and have freakin’ launched it, CONGRATS. I don’t care if you had to shut it down. If it “failed.” If you lost money trying. You actually did something. You took the risk. You put yourself out there. And you followed God’s call.

Most online businesses fail

It’s a sobering fact. Within 4 months of launching, about 90% of e-commerce brands will fail (Forbes). Yikes. I’m not quite sure what defines a failure, but I assume not making enough money to keep the doors open? Based on this, I’d say breaking even would be a pretty high achievement 😂

So on days when I feel like I’m no where near my financial goals, I pat myself on the back because my store is still open and sustainable.

I could have gone back to school and spent thousands of dollars on a business degree

Here’s the interesting thing. I don’t know about you, but I feel like there is a certain level of guilt attached to running a business that is not wildly profitable. Like, ALL THOSE HOURS sucked into it amount to a glorified hobby? In my case, this is a self-inflicted mindset, but I feel deeply for anyone who is getting negative comments externally.

What if I had decided to go back to school and get a degree in business? I feel like the general sentiment would be, “Wow, congrats! You are furthering your education.” And yet, I’d also be thousands of dollars in debt without nearly as much intellectual property to show for it (will get to that in a second). Please don’t get me wrong. I’m not knocking a college education or anyone’s decision to go back to school. There are good reasons for doing this, too.

Rather, I wish I had had this mindset when I started business: That entering business without any business training and learning ALL THE THINGS that go into it, might take just as long as getting a business degree.

It’s like I’ve been in my own self-made business school

Here’s another way of looking at it:

I could have gone to business school and spent thousands of dollars and years attaining a degree.

Instead I launched the business (as messy as it was), ended up making a little money in the process, learned a ton, AND got to create a ton of intellectual property that I genuinely wanted to create. I wasn’t constrained by the limits of a classroom or group project.

When I think of it in those terms, I feel much better. Like of course the first 2 years didn’t make any profit. I was “getting all my prerequisites out of the way.” The third year was like your first college job that helped pay for your textbooks. The fourth year was the senior internship where you got paid a small stipend for working 40 hours/week. And the 5th year is the fellowship? I dunno, I might still be an intern 😂

But I’m above water and I have intellectual property.

I have intellectual property!

Why do I keep saying this, and what is it? Intellectual property, or IP, is the original work you create that you legally own, such as books, paintings, products, designs, and more. Maybe it didn’t make money on day one, but it could on day 500 or 1,000. You could even take a year or two off and come back when you have more time for marketing. This is such a wonderful asset to have!

Oh the skills I have obtained

Sometimes I get down on myself because maybe it’s not business school or the business I should be doing. Maybe I should have been working a different job or chosen to be a full time stay at home mom. And yet I have to remind myself, continuing to work in my old field (my masters is in public health) would have kept me stuck in my old field. If my dream is to run my own creative company, I need to build the skills to do that.

As for the full time stay at home mom thing, this post is not a debate on what is right or wrong. Truly all that matters is doing God’s will.

I personally feel God’s pull to work and I also know I’ll want to re-enter the workforce when all my kids are in school. Ideally this is working for myself and giving my family flexibility. But if all this really does go down in flames, I’ve gained so many new skills and work connections that I’m confident I could transition into the Catholic / creative workforce when the time comes. I’m keeping my resume brushed up, albeit a little unconventionally.

The money that didn’t go to a paycheck went straight to professional development

I’ve been able to pay for expensive courses, design tools, business coaching, conference attendance, and other professional development that has been unbelievably valuable. I sometimes forget that this matters, too. When it is earmarked as a business expense, it directly reduces monetary profit. But, professional development is a different type of profit.

The spiritual fulfillment is what really matters

Being in Catholic business is often way more than the money. I stop and look at the reviews and positive feedback I’ve gotten and that often keeps me going. There is also nothing like being in business WITH God. This has certainly taught me many lessons about including God in my work.

Social media is for happy posts

Seriously, if every business owner posted about their failures, social media would be such a beautiful place. But in reality, you are only going to see the good stuff there. The businesses that have so many orders to ship they need to call the post office for help. The businesses that appeal to the Instagram gods (JK, you all know I am so far from polytheism). And good for them, seriously! That is the dream! But I have to remind myself that is an anomaly. Remember the 10% of businesses that succeed? And of those only a fraction REALLY succeed.

Pivoting is ok

Pivoting is a part of being creative and flexible. I’ve learned you can’t get too attached to an original idea because it will likely change a million times.

The course software turns out to be too cumbersome.

The email platform is too expensive.

The product flops.

So you repurpose your IP.

Or close your community and start a Substack. 🙋‍♀️

Or leave Instagram for good.

Or maybe you do have to shut your business down. I’ll bet that business was a stepping stone for your next big idea, which will be even better.

I hope this post resonated with you and a few of the mindset shifts were helpful. Below I have a couple questions to get you reflecting on your own business journey.

Questions for you:

• What new skills have you learned from being in business?

• What IP have you created?

• What stage of “business school” are you in?

• What kinds of spiritual fulfillment have you encountered?

• Where might you need to pivot?

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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Question: How are you preparing for holiday sales?

Black Friday / Cyber Monday (BFCM) is right around the corner. Maybe you already have a clear plan in place. Maybe, like me, you are shocked it is already November and haven’t given it much thought. Thankfully, it is not too late! Spend some time this week to make a plan, even if super simple.

Here’s what…

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If you decide to self-publish, half the battle is knowing where to find reliable information, and how to find it quickly without spending hours going down the internet rabbit hole. I have compelled a list of all my favorite self-publishing resources, from broad recommendations to “in-the-weeds” resources I know you’ll appreciate.

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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The list includes:

• The organization I turn to for recommendations on how to "publish wide” and distribute books

• Where to download an industry standard checklist for publishing your book

• Where to go for budget estimates

• How to take a book on Amazon and estimate the number of copies it sells a day

• Where to find an example of a copyright page

• A great article on how to validate your book idea

• Where I go to create free barcodes using my ISBNs

• My favorite video for understanding Catholic copyright and permissions

• Organizations supporting Catholic writers

• Resources for understanding Imprimaturs

• and more!

Two resources I am making sure EVERYONE has are below. No one should be scammed!

• The Alliance of Independent Authors maintains a list of the best and worst self-publishing services. Definitely check this list before working with anyone!

• ISBNs: In the US, the only official source to buy ISBNs is through Bowker.

The full list with over 40 links is available below to paid subscribers.

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

Sign Up Here

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Hey Friends,

Last week, I had one of those days that made me think, “Who am I to even run this newsletter about Catholic business? I clearly have no idea what I’m doing and everyone should probably just unsubscribe.”

Then I had to remind myself:

“Kate… You didn’t name this newsletter Catholic Business Expert, you named it Catholic Business Buddy. You did this to be a friend to other Catholic business owners, to share your highs and lows, to be the person who shares vulnerably because you aren’t trying to be the expert in everything. It doesn’t matter if you have financial success because this newsletter is really more about emotional and spiritual support.”

So yeah, if you are here because you think I have all the answers, you probably should unsubscribe. But if you want the good, bad, and ugly, and a friend to share in it with, you are in the right place.

So what exactly happened last week?

If you are following, you know I launched Statement Species last week. It was 18 months of hard work. I did things differently this time around. I took every lesson learned from building Thy Olive Tree. I started off with the right platforms. Sourced high quality items. Designed my heart out. I priced my items for what they are worth. I took beautiful photos. I designed a gorgeous website. And I spent months building and nurturing an email list. I ran ads to get 1,000+ new leads to my list, because everyone tells you, “Email is Everything!” blah blah blah. (Yes, I’m a little bitter.)

I launched on the Feast of the Holy Rosary. Made my website live and sat back to watch…

It was one of those days where you just want to go set all your products on fire. 🔥Just light a match and burn it all down. And not because they are hot sellers. (Don’t worry, I’m too afraid of fire to actually do this.)

But do you know what I mean? Have you had a day like that? Where you wonder, “What the heck am I even doing?! Why did God place this incredible idea on my heart just to watch it burn down in flames." (again, metaphorically.)

Yes, I’m being overdramatic, catastrophic, and pessimistic. I’m quite good at that, just ask my husband. That’s what I do when I invest emotionally in something and it doesn’t pan out the way I envisioned. I have a little pity party, idealize about shutting it all down, have a heated convo with God, and then make a plan for what I’m going to do next. Because, it was just one bad day. And I know, deep down, that is what being in business is like. Rarely does a launch go perfectly. It takes time for people to see your products and make a purchase.

But, it sucks.

So instead of hiding under my covers, I’m going to share it all with you.

Because I wish more people shared the ugly side of things:

• The fact that you can do a lot of the right things and still have a launch flop.

• You can create something truly beautiful and innovative, you believe in with all your heart, and you’ll never feel so unseen.

• You can stand by quality, integrity, transparency, and compliance laws, only to watch the cheap, kitschy, AI-designed products sell like hot cakes.

But…

• Your “flop” might be God’s win.

• God sees your efforts.

• He knows the quality of your work.

After my failed launch, I did a few things (I should have been doing more often):

• Went to Adoration

• Went to confession

• Attended daily Mass

While I really just wanted to buckle down and start planning my launch redo, I knew I needed a spiritual reset.

Later in the week, a few things happened:

• I heard a Shining Light Doll’s podcast with my kids about St. Faustina. I hadn’t realized that her diary didn’t even became popular until years after her death. And initially people thought she was crazy when she had her vision. The message for kids (but actually for me) was that God’s timing is not our own timing.

• Next, I was on Substack and found this video from Danielle Bean about Making Peace with Being Small. I rarely take the time to watch videos, but I watched this one. It was just what I needed. The idea is that, if we are doing God’s will, the numbers don’t really matter. The likes, comments, orders, dollars, etc. don’t mean anything if we aren’t doing what God wants us to be doing. And sometimes playing it small IS what God wants, because our impact is much bigger than we can see this side of Heaven.

• I got 4 messages in a week from various people telling me what a blessing my Rosary books are. God clearly has a sense of humor because this book I released years ago was NOT the product or business I was spiraling about. Yet, it was a good reminder that the fruits of your work can and will show up years and years after you launch something.

So, that’s where I’m at. I am beginning to plan my next steps and am putting away my match book. (Seriously, I don’t think I even own one).

I know what you really want to know is HOW bad was it?

Because I have an ounce of self-worth, I’m reserving those stats for my paid members. For $10 you can read all the juicy details and support a struggling entrepreneur. Hurry. I might burn it all down before you have a chance to join. I’m known to do that.

Here’s what I’ll share:

• How many people were on my email list when I launched

• The number of people who opened my emails

• How much I spent on ads 😭 and why I might rewrite this post

• Sales that came from ads

• What I’d do differently next time

• The total number of orders I got (spoiler alert: 1 of them was from my grandma)

• How much I’m in the hole on this business, and what I’m doing to dig myself out

• My action steps for moving forward

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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Question: What are you working on launching? Or what did you recently launch?

Today’s post is going to be more about lifting up one another in prayer. As such, the comments will be public and open to all, so leave as much or as little detail as you’d like.

Launching a new business, book, service, etc. is such a monumental achievement that comes with so m…

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Why Book Design Matters

If you were to ask me the number one reason self-published books (really, any books) don’t sell, I would say design. I see it all the time—books likely written by talented authors with wonderful stories, but that only a few people ever open.

As much as I hate to admit it, books are judged by their covers. Even readers who know nothing about design can tell the difference between a professionally designed book and one that isn’t. We might not be able to point out exactly what’s off, but something in our gut tells us it doesn’t feel right. And when a cover looks low-quality, it naturally makes us question whether the interior content will be, too.

This is why quality book design is non-negotiable for self-publishing.

Please don’t spend months or years writing your book only to skip this step.

What a Cover Communicates

Cover design is way more than just about making your book “look pretty.” A book’s cover reveals:

• Quality: A polished cover signals that the entire book (editing, story, content) is likely of similar quality.

• Genre: Covers tell readers what type of book they’ll be reading. Elegant fonts and a happy couple? Probably romance. Red, slanted fonts with fog? Likely a thriller. Mismatched covers can confuse readers.

• Intended Audience: Fonts, illustrations, and style give clues to readers. E.g., if the book is intended for children. Make sure your cover speaks to your target audience.

• Emotion: Covers evoke feelings like excitement, inspiration, curiosity, comfort. These emotions influence buying decisions. Personally, gold foil on a cover makes me 10x more likely to buy!

For more evidence, check out this Reedsy experiment comparing old covers vs. newly updated covers. It’s fascinating.

Not All Designers Are Equal

A talented illustrator doesn’t automatically know how to design a book cover. A friend who’s great at logos might not be the right fit either. The best approach is to ask about skill sets, experience, and see relevant work samples.

Book design isn’t just about the cover, either. You may need multiple designers depending on your book.

Types of Designers

Book Cover Designer

• Designs the front, back, and spine.

• Understands industry standards, genre expectations, audience, and technical file requirements.

• May also provide illustration, or you may need to supply artwork.

Illustrator

• Creates custom artwork for the cover or interior.

• Specializes in different mediums (watercolor, digital, oil, colored pencil) and styles (abstract, classical, iconography).

• Some specialize in genres, like children’s books.

• ⭐I’ve got a directory of illustrators with portfolios paid members can browse.

Book Formatter / Typesetter / Interior Designer

• Lays out your text and images for a clean, enjoyable reading experience.

• Considers fonts, spacing, alignment, headers, page numbers, and more.

• Should understand your genre and create layouts that reflect that genre.

• Complex books with images (children’s books, cookbooks, photo books, textbooks, etc.) require specialized experience.

Ebook Formatter

• Sometimes handled by your print book formatter, but eBooks may need specialized formatting for proper display on eReader devices.

Typographer

• Focuses on the art and technique of font and text arrangement.

• Not everyone will need this, but it can be useful if you want unique titles, custom fonts, or stylized headings.

Photographer

• If your book needs original photos that you can’t otherwise obtain, you might consider commissioning a photographer.

Branding / Logo Designer

• Helps create logos, color palettes, and fonts for a cohesive visual identity, especially if you’re building a brand around your book.

What Your Cover Designer Should Ask You

Cover designers may ask you to complete a design brief, which usually includes things like:

• Genre

• Intended audience

• Budget

• Book synopsis

• Emotions you hope to evoke

• Examples of designs you like and don’t like

• Color preferences

• Symbols or meaningful elements

• Fonts you like/dislike

• Goal of your book

A good designer balances your guidance with creative freedom. They should understand your vision while still bringing their expertise. If your cover designer isn’t asking you questions, you’ll want to have a conversation.

Here is a great article from Reedsy for continued reading.

Cover Designer Hiring Tips

Don’ts

• Don’t design it yourself: High-quality covers require advanced skills and a trained eye.

• Don’t micromanage your designer: Give direction, but don’t dictate every detail.

• Don’t skip contracts: Contracts clarify deliverables, copyright, deadlines, payments, and usage rights (e.g., merchandise, original artwork).

Do’s

• Vet your designer by asking the right questions:

  • May I see examples of book covers you’ve designed? (Make sure this includes the spine and back cover as well).

  • Do you handle generating a barcode from my ISBN, or should I supply it? (They should at least know where a barcode goes on the back of a book and not seem confused by this question).

  • Do you specialize in a specific genre? (Being an expert in everything is usually a red flag).

  • What is your creative process like for designing the cover? How will you work with me to understand my creative vision?

  • Where do you get your designs and images you use on covers? (Make sure there are no copyright issues with how they are finding their images).

  • Could you walk me through a book cover you’ve designed in the past and describe how you came up with the design?

  • Is AI (Artificial Intelligence) used in the creation of your book covers?

  • If I require minor edits or changes in the future, what is that process like?

  • How long does it take to complete the project?

• Online research.

  • If the person you are considering hiring has a website, do they list book cover design? Do they provide examples of books in your genre?

  • Do they have testimonials?

  • Do they appear knowledgeable and passionate about book cover design? For example, it’s pretty obvious when visiting Kairos Book Design’s website that they are both knowledgeable and passionate about book design, based on the many educational articles written. (And I can personally attest that Benita is amazing!)

• Get outside opinions: Ask for references, check Amazon reviews, and consult peers with design experience.

⭐ Use our directories!

Paid subscribers have access to our directories + discounts. This is an excellent place to start. For book cover design specifically, we only accept cover designers who have provided strong portfolios. It’s a short list, but a good one! We still advise vetting anyone you consider working with to make sure they are a good fit for YOU.

Thanks for reading!

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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10/16/2025 Update: While I do believe this strategy can be effective and this article will help you implement it, the leads I personally collected did NOT results in sales. What I learned is that you really need to make sure your quiz is attracting the right people. In my case, my quiz takers and ideal buyers did not align. So, definitely exercise caution if implementing this strategy. I collected leads for too long and waited too long to test. Instead, I recommend testing as you go. Collect some leads, email them, and track sales. Then reassess if your ads are attracting the right leads.

Last week, I mentioned a marketing strategy that has been working well for me. Today, I’m going to dive deeper into this and show you step by step how I did it.

The short version

I’ve been experimenting with Meta (Facebook & Instagram) ads and have been quickly growing my email list. Here were the steps involved:

1. I thought about the ideal person I’d want to sign up to my email list

2. I created a quiz that would attract these people

3. I required that quiz takers submit their email to be sent their results

4. I set up an email flow so results would be sent immediately to quiz takers

5. I made sure quiz takers were added to my general email nuture sequence after recieving quiz results, so they continued to get messages

6. I created an eye-catching graphic

7. I sent Meta ads to that graphic to encourage people to take the quiz

8. I sat back and watched as 500 people took my quiz and joined my email list, only costing me $285.

The long version

I’ve created an in-depth post on this for paid members. It includes the tech I used (quiz software, email platform), how I designed the quiz questions, tips for setting up Meta Ads, and the things I would do differently next time (I made some minor and major mistakes that I wish someone would have told me about in advance). I’m learning as I go and am happy to share the messiness of what this marketing strategy entails. Hope you join me on this journey!

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

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Each month, I’ll pose a question for us to discuss in the comments. The goal is to crowdsource the best resources, advice, and recs.

Question: What’s a marketing strategy that’s working for you right now?

My answer:

I can’t believe I’m saying this, but paid ads are working for me right now. As many of you know, I’m getting ready to launch Statement Spec…

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Because you could have the coolest, most beautiful product in the world, but if the photo doesn’t show it off well, customers won’t get to see how amazing it really is. And before I sound like I have it all together, let me humble myself by showing a graphic I made when I first launched My Catholic Keepsake back in 2019:

You can actually see the wrinkled cloth marks from the tablecloth I used as a backdrop. 😂 Not to mention, the photo is super dark and just looks sad. And I wondered why sales weren’t rolling in…

I was WAY overcomplicating it, trying to get all cutesy with those felt hearts I’m pretty sure I spent hours cutting out.

I say this, because we all start somewhere. And if I can get better at photography, so can you!

What should I have been doing from day 1?

I’ve moved off Substack. The best way to subscribe to stay in touch is by joining Thy Olive Tree’s Newsletter, below.

Sign Up Here

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