Self Publishing Formula by Mark Dawson
Self Publishing Formula, known simply as SPF, is the flagship educational platform from bestselling author and indie publishing pioneer Mark Dawson. Over the past decade, Dawson has built a global community of self-published writers through the SPF ecosystem, providing the tools, mindset, and marketing tactics necessary to build sustainable author careers.
This expanded review explores the origins of SPF, Dawson’s journey from writer to teacher, the contributions of co-host James Blatch, the course content, technology requirements, pricing structure, strengths, limitations, and concludes with a nuanced assessment of why SPF stands out for serious authors.
From North Yorkshire to Indie-Publishing Authority
Mark Dawson began as a thriller writer in North Yorkshire, England, balancing his day job with late-night writing sessions. After two traditionally published works he self-published his novel, The Cleaner, in 2013. It went largely unnoticed until he applied digital ad strategies he had used in consulting to his own work. He rapidly grew his readership and revenue, propelling his backlist into bestselling status.
Around 2015, Dawson launched the Self Publishing Formula (SPF) podcast—a resource that quickly became a go-to hub for indie authors. Over time, SPF expanded into a suite of training programs, including the Launchpad, Advertising for Authors, List Building, and AI Marketing offerings. Throughout, Dawson stressed a central principle: write a book a year and build a mailing list of at least 1,000 engaged readers. This dual focus on consistent output and audience growth remains the backbone of SPF.
Joining him on podcasts, webinars, and live workshops is James Blatch, a co-founder and SPF co-host who brings structure, professionalism, and technical expertise. Before SPF, James worked extensively as a journalist and film maker, including as a documentary producer. He became Dawson’s partner in 2015 and offered key support in building SPF into a scalable, polished educational brand. James’s role has been instrumental—from refining course flow to participating in Mastermind Q&As—adding rigor and consistency to the brand’s delivery.
Together, Dawson’s creative drive and Blatch’s operational discipline created SPF as not just a collection of courses, but a growing community, continually learning and evolving with the publishing landscape.
Where to start with SPF:
SPF is not a single course but rather a suit of courses that build on one another.
At the core of SPF is the Launchpad course. Designed to be both strategic and accessible, it guides authors through every phase of book publishing: pre-launch planning, keyword and category research, lead magnet creation, list-building, ARC distribution, launch-day mechanics, and post-launch momentum. Dawson emphasizes that every launch is fundamentally a marketing campaign, and Launchpad gives authors the step-by-step architecture needed to execute it effectively.
Complementing the launch system is Advertising for Authors, a program rooted in Facebook advertising mastery. Mark explains that ads are essential to keep backlist titles visible. The course is evergreen, with regular updates and strategies that adjust to Facebooks evolving platform. Authors who partake get lifetime access. Within Advertising for Authors, authors learn targeting strategies, pixel usage, lookalike audience creation, A/B testing, budget pacing, and ad optimization. A highlight from Dawson’s teachings is the statistic that “Authors who run well-structured evergreen campaigns earn up to three times their ad budget in recurring sales.” This ROI-focused mindset separates SPF from tactic-heavy, clickbait-style promotion programs.
List Building is a three-part master class that focuses on using Facebook ads to build an authors mailing list, often viewed as the most valuable marketing tool an author has.
There are several other courses
ranging from Craft to Production and Marketing. Authors are encouraged to join
the SPF Community and attend the frequent podcasts.
Tech Stack: Tools for SPF Execution
SPF is rooted in systems and automation, so a minimal tech stack is necessary to harness its full potential. At its simplest, authors need an Email Service Provider (ESP) such as ConvertKit or MailerLite, and a website or landing page, built via platforms like WordPress, Squarespace, or Carrd, to host lead magnets and reader engagement funnels.
Advertising requires a Facebook Business Manager account, including pixel tracking and campaign settings. Authors can optionally use services such as BookBub or BookFunnel to manage ARC and review distribution. For design needs, Canva or Adobe Illustrator can create ad graphics, while a tool like ScribeCount or spreadsheets captures performance data. All this comes together in a system that aligns Launchpad’s structured email sequences with ongoing Ad campaigns.
Investment and Payment Options
As of now, the Launchpad course costs approximately $599, often discounted around holidays. This includes lifetime access to materials and updates. The Advertising for Authors course is priced around $999, and the Mastermind premium tier costs about $1,499 per year, offering live coaching and a prioritized peer community.
A standalone Facebook Ads bundle is available separately for approximately $299. SPF offers payment plans for its modules, and bundled purchases include small savings. While the cumulative cost can exceed $2,500, many authors report recouping their investment through more disciplined launch performance and sustained sales.
Strengths of SPF
Self Publishing Formula builds its reputation around strategic structure, data-driven tactics, and community support.
First, Launchpad distills a complex launch process into manageable, repeatable steps—light years away from scattered blog advice. It empowers authors to approach each book intentionally rather than reactively.
Second, Advertising for Authors delivers a sustainable advertising model, empowering authors to earn consistent backlist income rather than relying solely on launch spikes. The course’s emphasis on testing, scaling, and pivoting based on real metrics helps shift authors from ad fear to ad fluency.
Third, SPF Mastermind, which features regular Q&As led by both Dawson and Blatch, serves as a peer-powered accountability engine. Members share challenges, breakthrough solutions, and momentum—creating trust that many report as the key difference between knowing what to do and actually doing it.
Finally, SPF tracks its evolution. When Facebook or Amazon change rules, SPF releases updated modules—keeping all participants current. James Blatch often spearheads these updates, adding how-tos and technical scripts to smoothly transition through platform changes.
Considerations and Limitations
SPF is a heavyweight training model—depth and structure often come with trade-offs.
One barrier is the financial investment. Nearly $2,500 for the full program’s modules may be daunting for first-time authors or those writing part-time. Payment plans help, but financial risk must be weighed carefully.
Another consideration is volume and pace. SPF demands authors consistently write new titles while managing funnels and ads. Those used to one-off book launches may find the pace intense, especially when incorporating Ads on top of Launchpad.
Finally, SPF leans heavily on Facebook-based funnels. While still effective, platform changes or rising ad costs may require adaptation or diversification. Authors must stay nimble and willing to update campaigns based on shifting performance or audience habits.
What Authors Say
SPF users often share similar outcomes: improved launch preparedness, expanding email lists, and measurable backlist revenue growth.
One author noted,
“SPF helped me move from reactive posting into building evergreen channels—my backlist now makes up 60% of my income, and I’ve more than doubled my earnings.”
These results reflect the course’s layered impact: launching first for growth, then adjusting for long-term stability.
Final Takeaway
Self Publishing Formula, co-created by Mark Dawson and James Blatch, offers one of the most refined, comprehensive training ecosystems available to indie authors. It combines mindsets, writing output, launch systems, funnel creation, and ad mastery, all reinforced through peer support and tech accountability.
For writers ready to treat their career like a business—committed to output, email-list growth, prudent ad investment, and backlist income—SPF is not just clothing; it’s the wardrobe that consistently fits. Whether you purchase Launchpad alone or opt for the full Mastermind suite, you gain access to tested systems that many authors say paid for themselves within a few months.
In the crowded world of author training, SPF rises above the noise with clarity of structure, accountability through community, and resilience through technology—and that makes it one of the most reliable partners on the journey to sustained indie success.
