Joel Friedlander of The Book Designer blog has an insightful and honest article that discusses the inherent flaws a self published book might have if an experienced editor was not used. Joel was a judge of the annual BAIPA Book Awards and shares some questions posed by an author who received some criticism of her book. You can read the answers Joel provided but I think the point of the post is that even a self published author needs an experienced editor who understands formatting and publishing conventions. If you want a book that gets read you need help and there are plenty of experienced independent editors who can help you.