How to Self-Publish a Book with Chris Swenson | FP 109

On this therapist podcast, Chris Swenson talks about how to Self-Publish a Book

What distinguishes self-publishing from traditional publishing? How can therapists navigate confidentiality when it comes to storytelling in their books? Why should you write for your reader?

In this podcast episode, Whitney Owens speaks about How to Self-Publish a Book with Chris Swenson.

Meet Chris Swenson

A photo of Chris Swenson is captured. Chris is a mindset and self-publishing coach, entrepreneur and author. He is featured on Faith in Practice, a therapist podcast.

Chris “Rhino” Swenson is a mindset and self-publishing coach, author, and entrepreneur. He is the author of the forthcoming book: “Staring Down Imposter Syndrome: Conquering the Social and Psychological Games Imposter Syndrome Plays.”

Chris also runs a course, Published, a guided step-by-step course helping therapists, coaches, and consultants go from idea to self-published.

Connect with the Rhino Mentality Facebook Group. See also the Self-Publishing for Therapists Facebook Group.

Email Chris at

Visit Chris’ Published webpage and Enroll in his course! Use Promo code “WHITNEY” for 20% off full payment!

In This Podcast

  • Differences between the self and traditional-publishing process
  • Chris’ self-publishing modules
  • Confidentiality for stories
  • Chris’ advice to Christian counselors

Differences between the self and traditional-publishing process

It comes down to that no one [way] is right over the other, it’s really not. It just depends on what you’re looking to do. (Chris Swenson)

Traditional Publishing

Traditional publishing has more structure in place, however, there are many pros and cons to this system: The traditional route:

  • Requires an agent to market your book to publishers
  • Needs to have all the pre-writing aspects such as chapter summaries, the core message, and the overall outline completed for the book proposal to market the book to publishers
  • Publishers work with an already existing audience and platform to market the book to
  • Publishers purchase the rights of the book from you and become the new legal owners of the book
  • Requires you to still maintain and drive the marketing aspect of the book, unless you are a more well-known author
  • Publishers will design the cover, the format, and the layout for you


Self-publishing, on the other hand, requires similar aspects to traditional publishing but it does give you more freedom while allowing you to retain the rights to the books you have written.

On average, a traditionally published book you’ll probably receive a royalty of about $1 a book. With self-published you’re looking at about $4 a book, so you are kind of eliminating the middleman when you’re self-publishing. (Chris Swenson)

  • Self-publishing is like being entrepreneurial: you handle all the aspects of the book and everything around it.
  • You oversee everything, and you get to retain all the rights.
  • You can use services such as print-on-demand from Amazon. If a client purchases a book from Amazon, it gets printed and delivered to them without you trying to sell thousands of already printed copies.

Chris’ self-publishing tips

Where do I start?

Where you start is when you come up with your idea and make the commitment to write the book.


Write down everything you want to do and can do for now. Lay all your options out on paper.

Publishing quickly:

If you self-publish and work quickly and effectively you could most likely publish your book in three to six months.

If you publish traditionally, it will most likely take about a year and a half.

Work with what you have:

If you already provide courses then you can use their step-by-step system and turn them into chapters for your book.

Meditate on it:

Look at what you have in front of you now and see how it makes you feel. Is it making you excited? It is ringing true for you and your passions?

  1. Get your topic
  2. Write out the core message, the promise of your book, from the topic
  3. Outline your book: how the book will run and how each chapter will go
  4. Begin writing

Confidentiality for stories

As a therapist or business coach, you will most likely have a treasure-trove of stories that you have accumulated over your time working with clients. These could be pertinent to a book that you want to write on your subject.

You can definitely write the story around that with different names, scenarios, sometimes changing the gender or whatever it might be, you can definitely do those things [to protect confidentiality]. (Chris Swenson)

Unless a client gives you exact permission to use their names and outline their situation, it may be best that you change some details and provide them with pseudonyms to protect their identity while telling their story.

Chris’ advice to Christian counselors

Honor what is being delivered to you. If something is pushing you to do something, listen to that feeling. Do not block it if you do not yet know the process, because you can learn new skills to bring your ideas out into the world.

Books mentioned in this episode:

Useful links mentioned in this episode:

  • Connect with the Rhino Mentality Facebook Group. See also the Self-Publishing for Therapists Facebook Group
  • Visit Chris’s Published webpage and Enroll in his course! Use Promo code “WHITNEY” for 20% off full payment!
  • Email Chris:
  • Email Whitney:

Check out these additional resources:

Meet Whitney Owens

Photo of Christian therapist Whitney Owens. Whitney helps other christian counselors grow faith based private practices!Whitney is a licensed professional counselor and owns a growing group practice in Savannah, Georgia. Along with a wealth of experience managing a practice, she also has an extensive history working in a variety of clinical and religious settings, allowing her to specialize in consulting for faith-based practices and those wanting to connect with religious organizations.

Knowing the pains and difficulties surrounding building a private practice, she started this podcast to help clinicians start, grow, and scale a faith-based practice. She has learned how to start and grow a successful practice that adheres to her own faith and values. And as a private practice consultant, she has helped many clinicians do the same.

Visit her website and listen to her podcast here. Connect on Instagram or join the Faith in Practice Facebook group. Email her at

Thanks For Listening!

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Faith in Practice is part of the Practice of the Practice Podcast Network, a network of podcasts that are changing the world. To hear other podcasts like Empowered and Unapologetic, Bomb Mom, Imperfect Thriving, Marketing a Practice or Beta Male Revolution, go to

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