With that aside, let's deal with what self publishing is all about. Self publishing means you are responsible for the production, distribution, and most importantly, the marketing of your book. The marketing aspect of this business is where most self publishing authors fall short. Let's deal with Production first. The most important aspect of production begins with writing a good book.
Most books fail because they are poorly written.
The characters are not well developed, the story is boring, or the issues are either uninteresting or out dated. Writing a best selling book begins with understanding what the public will pay for. Too many authors write stories about what interests them and not the people whom they expect to sell books to. A perfect example is autobiographies. I don't mean to sound harsh, but nobody cares about your life story unless you are a celebrity.