I think as human beings we all have something of value to share with the world and we shouldn’t be afraid to share our stories.
When it comes to professional book production, the interior formatting is absolutely critical. Whether the pages have two columns or one column, the type and size of font that's used, the spacing... all of that is very important.
Authors want to manipulate readers' thoughts — this is why we read, after all. We love getting swept away into new worlds, with new people and ideas. Getting a reader's thought map is a great way to hone this skill.
Of course, not every self-published author is going to hit the bestseller list. But, you have a better chance if you apply some of the lessons taught by those who have.