1) DO NOT CHOOSE SPEED OVER QUALITY
Avoid publishers that claim to publish in 24 hours. After the time it took to write your book, do you want it published right, or overnight? Avoid overnight publishers no matter what they charge because the only one looking at your book will be a computer. It should take between 6-15 weeks.
2) DO NOT BE FOOLED BY HIGH ROYALTY CLAIMS
A royalty is simply a percentage of another number. The actual dollars and cents you earn depends upon that second number. The truest royalty is a royalty based upon the retail price of your book. Many publishers use “net royalty” which is a royalty based upon their profit. To be sure, always confirm your profit in dollars and cents.
3) DO NOT SIGN YOUR RIGHTS AWAY
The main advantage to self-publishing alternatively with a on-demand publisher is that you keep all the rights to your work. The rights are valuable. Read the contract. Your rights should clearly stay with you.
4) DO NOT BE CONFUSED BY BULK DISCOUNTS
If a publisher normally offers discounts to an author who buys their own book in bulk, that tells you two things. 1) It tells you they are more concerned with selling to you than to other readers. 2) It tells you they are charging you too much for lower quantities. Do you really want to be forced to buy 100 books at a time just to get a fair price? “Bulk” discounts simply trick the author into buying more books than they need, which defeats the whole advantage of on-demand printing.
5) DO NOT BE TRICKED BY AUTHOR DISCOUNTS
As an author, your per-book price should be based upon the production cost of the book, not the retail price. No wonder publishers inflate their retail pricing. You should always receive a below-wholesale price, regardless of how many you buy. You will never make money if you have to buy your own book at wholesale from the publisher.