It is heartbreaking. You go to a local fair and there, at the author’s table, there is a line of smiling hopefuls, eager to sell their books. Some are beautiful books, published by themselves or produced by traditional publishers. But many are poorly written, poorly produced, with amateur covers and cheap bindings. The author’s smiles are wearing thin as they realize the world isn’t flocking to buy their books, and they’re only just beginning to wonder if there’s something wrong with this picture.

Check another for toilet presses. Poor authors, unaware of the publication’s business purpose, have been hanged with hundreds or even thousands of dollars and now have boxes of non-marketable books that serve as very expensive doorstops.

In these days of POD (publish-on-demand) technology, vanity presses can promise to ship the books when ordered, which at least relieves the author of having to store the books. But the vanities still charge large amounts of money and the author is still left with an empty bank account and shattered dreams.

Or worse. Some scammers take money from hopeful authors and deliver nothing at all.

The good news is that with a little knowledge, it is not too difficult to spot a scam. Here are some obvious red flags to look for:

Red flag No. # 1: “We’ll publish your book for ONLY $ 595!”

Remember this rule of thumb first: legitimate publishers pay YOU for the publishing rights to your book. You should never have to pay anyone to post your work unless choose self-edit.

To publish a book, you have to write the best book you can. You should study the market and use a current market guide to select the most suitable publisher. Submit your manuscript using a standard manuscript format, which is described in most good books on writing and publishing. While he waits for an answer, he gets to work on his next project. If a publisher is interested, a publisher will contact you and make you an offer. The publisher will pay you a royalty advance, and once the advance is recovered, you will earn royalties on subsequent sales. You or your agent can also sell other subsidiary rights, such as foreign translation rights or film rights. However, it is very likely that your manuscript will be rejected. If that happens, select the next editor on your list and submit the manuscript there, then get back to work on your next project.

If you want to self-publish, the best way to do it is to start your own small publishing business. You give your business a name, choose a good printing service, buy the ISBN number, and apply for copyright. If you pay to “publish” but the book bears the stamp of another publisher, that company is a vain publisher. A good printing service will encourage you to use your own printing. You have a much better chance of getting a dealer to carry your books if you use your own printing. Most distributors stay away from vain publishers.

If you only want a few copies, such as a memoir intended only for the family, look for a good book binding service.

Red flag No. 2: “Authors Wanted by Top Publishers!”

No legitimate publisher has to advertise authors. Every major publisher has piles of giant slushies stacked with far more manuscripts than they will ever be able to use, most of which are of poor quality. If you see an ad on the back of a magazine offering to “publish” your book, or suggesting that they “need” authors, it is very likely a vanity press.

Red flag # 3: “We know the secret to instant success!”

There is no “instant hit” in the publishing world. Most famous authors worked hard for years to become an “overnight hit”. Sometimes a stroke of luck will propel a new author to the top of the bestseller list, but remember, their story is only one in millions. Most authors never get that kind of fame. If the home page of the site talks about how your book could be a bestseller, be careful. Real publishers don’t make those kinds of promises, because they know the reality of the publishing business.

Red flag # 4: “Traditional publication is dead / a scam / not worth it.”

A publishing company that disparages traditional publishing is almost certainly a vain publisher or a blatant scam. What they are scorning is the long-established honest companies that carefully select the manuscripts that are most likely to sell and pay the authors for the rights to publish these works.

Red flag # 5: “We will list your books on Amazon.com!”

Getting your book listed on Amazon.com is as easy as going online and filling out a form. Anyone can do it. And a listing on Amazon is not a guaranteed path to success. Even in today’s age of online commerce, just under 10% of all books sold are sold online. The vast majority of books are sold through physical bookstores. While you may be able to convince your local bookstores to carry your self-published book, the only way to get it at bookstores across the country is to get a dealer to carry it. That can be expensive (which is one reason dressers don’t bother with distribution) and distributors won’t touch decorative books (which is the other reason). Distributors and bookstores also do not like POD (publish on demand) books, because they cannot be returned if they are not sold. Bookstores, unlike most businesses, hope they can return or destroy unsold books and get their money back. It sounds crazy to other companies, but that’s the way it is. If the publisher cannot offer syndication services to get your book to bookstores, it is not a publisher that will serve you well.

Red flag No. # 6: bad review on creditors and publishers, and beware of writers

Yes, it is actually written that way, for alliterative purposes. Preditors and Editors is a website packed with scam warnings and wise advice for writers. Writer Beware, on the Science Fiction and Fantasy Writers of America website, has a list of current scam alerts. Both are useful when looking for a potential editor. If any publisher discredits any of these sites, beware!

If you can spot these red flags, you can avoid most posting scams. However, the best way to protect yourself is to learn about the publishing industry. Read as many books on writing and publishing as you can. Find out how the industry works and how to market your work in the genre you are writing for. Stay on top of industry trends by reading Publisher’s Weekly or visiting their website. With a little education, you can help get scammers out of business.