Reflecting on 10 Years of Publishing

September 26^th, 2021 marks the ten year anniversary of my career in publishing. On that date in 2011, my first book, St. Charles at Dusk, was released to the masses, realizing a lifelong goal and simultaneously changing my life, forever. I was only aware of one of these things on that day, though. The second piece I didn’t understand until much later.

It’s a piece I’m still understanding, ten years later, and will understand differently ten years from now.

Times were different in 2011. When I released my first book, I didn’t know a single other author, nor did I know feck-all about publishing. My husband was the one who did the initial research that got the wheels turning. I have him to thank for lighting the fire under me that led to the eventual acceptance that perfection is the enemy of progress. I could spend another ten years working on the same book (and it would still never be perfect), or I could move forward and give my creativity and imagination space to grow and stretch.

It was another two years before I released my second book, The Storm and the Darkness, but it was that story that spawned an entire literary universe, and would take me down the path that led me here.

Throughout those years, I had highs and lows. An equal share of both, I’d say.

In 2020, the pandemic just getting started, I finally felt as if I’d earned my stripes, and I started work on my first epic fantasy world, Kingdom of the White Sea. I was nervous, perhaps for the first time, about whether what I could produce would be good enough to earn me a place in a genre I had a profound respect for.

But it was also where I discovered my identity as a writer. Where I finally saw the path I wanted the rest of my career to take.

On September 14^th, I released my 41^st story. Coincidentally (or perhaps not) this is also the summer I turned forty-one.

Ten years in, I’ve had more learnings than I could ever articulate in a blog post. But there are some that stand out more than others. Many I wish someone had helped me to understand when I was a fledgling author.

If you’re reading this, and are a writer, perhaps even one of these can save you some heartache and bring you closer to your goal(s).

Which leads me to…

 

1.   Set Meaningful Goals

This seems obvious, but I suspect it’s also the part of running your own author business that gets neglected. And this is a business. It’s not enough to say “I want to be famous,” or “I want to live independently off my royalties.” It’s perfectly fine to want those things, but you better have a plan if you intend to make it there. If your goal is to make a million dollars, first you have to make a thousand. Build on your successes with goals that make you stretch further. Measure everything you can. When I didn’t know what was working for me, I couldn’t replicate that success. When I didn’t know what wasn’t working, I got stalled in the wrong places.  

Whenever I’ve set generic goals like “do better than last year,” all I did was exactly that. When I’ve set specific goals, such as “increase top-line revenue by 30%,” and plotted actions that would support that, I’ve achieved that goal. In 2022 I’ll set my loftiest goals yet, but I’ll do so having a solid understanding of what worked to get me where I am now, and how to build on that (and yet, I’ll still cross my fingers that the results continue to be replicable).

2.   Write, Write, Write, Write, WRITE

So, look. You’ll hear a lot of authors say this when they’re asked what the key is to building their business and selling books. I heard it when I was new. I’ve said it dozens of times to people newer than me. I’ve said it just this week. But you won’t really believe it until you see the power of backlist go to work for you.

Readers who love something you wrote, and have nothing more of yours to read when they finish, will move on. They might even forget how much they loved your book. If, on the other hand, they’ve worked through ten of your books, now you have a superfan.

Backlist funds my future projects until they are self-funding. It’s allowed me to work with the best designers in the business, and to take advertising to the next level. But it wasn’t any of that until I had enough books written and published.

So, write. Write until you have more books to show for the effort, and then keep writing. The sooner you can tap into your backlist (and convert more casual readers to superfans), the easier everything else will become.

3.   Embrace Time Optimization Early

Protect your writing time like it’s Aztec gold.

Let’s face it—we ALL have competing priorities. As I type this, I have three demanding pugs waiting to be entertained. That’s to say nothing of my corporate career (which I lovingly refer to as my Clark Kent job), husband, family, and other household responsibilities. The only time I’m not working is when I’m sleeping (and I dream about work, so…)

This is even more true within the time spent managing your writing business. Because you will have to spend time marketing, brand building, connecting with readers, and all those boring business details (bank accounts, taxes) that are, yes, boring, but necessary. It’s VERY easy for social media, especially, to suck up all your time. Once that time is gone, it’s gone. And the less productive you are at the end of the day, the more you feel defeat. That defeat, for me, is a creativity killer.

The more I get done? The more I want to get done. A 2k word morning is more likely to turn into a 5k day for me. A 1k morning often stays that way.

I’ve started scheduling my social media time. I don’t even look at my accounts until I’ve finished my morning writing (or editing, or world-building, depending on where I’m at in the process), and then, unless I’m in the middle of a release cycle, I will ignore them again until later in the day. I also schedule my advertising time, marketing time, etc.

4.   Hold Tight to Your Writer Friends & Groups

I can’t tell you how much I wish some of the awesome author groups that are around today were around when I started. Wide For the Win, Alessandra Torre’s Inkers, 20Booksto50K, etc. This is where I’ve met a lot of my author friends, who are really the only people in the world who understand what it’s like to live with a thousand voices in your head. They know the pain of losses and the thrill of victories. Authors speak a different language. I wouldn’t be where I am without my author friends. I guess this one is less of a learning and more of a reminder to hold tight to these relationships. They make an otherwise solitary business less so.

5.   Understand the Difference Between Learning and Comparison

Writer groups and network are invaluable, but the sooner I learned that not everyone finds success doing the same things, the easier my life became. Authors are generous people and many of us are happy to share what worked. Understanding where your variables intersect with someone else, and where they vary, will help determine what may be worth trying, and what will just spin your wheels (and probably cost you money). There was a lot of trial and error involved in this for me. Knowing your audience is a huge part of winning at this, and can’t be overstated. I’ll say it again, anyway, because there’s a difference between knowing what genre you write in, and knowing who your audience is and what their expectations are: this is research worth doing, and it’s research that never stops.

6.   Pay it Forward But Also Know How to Say No

One of my favorite parts of being part of the author community is being able to use my experiences and knowledge to help newer authors find their footing. I myself learned a ton from other authors, and paying it forward is the best way I know to appreciate that. Problem solving is my love language. When one of us wins, we all win.

And yet, our time is limited. Those competing priorities are still there, and our writing time remains invaluable. It’s the one thing above all else that keeps our business moving forward. There are times when something has to give, and you’ll have to say no, and often time that will mean saying “no” to your author friends. And that’s okay. I can’t always join my friends’ release parties, because sometimes I’m underwater, and overwhelmed, and I have to take my to-do list back to basics. I’ll still share their releases and cheer them on from the background. And when my head returns to the surface, I’ll be able to do more for them.

You cannot drink from an empty cup. Nor can you serve from it.

7.   Celebrate the Big Victories, But Don’t Neglect the Milestones

Authors are notorious for releasing a book and then immediately jumping into the next one without stopping to reflect. Finishing a book is a big deal, whether you write one a year or twenty a year. Take that deep breath and (quickly, if you must) celebrate. This is advice I’ve given myself for years, and have rarely followed. I really am trying to get better at it.

The smaller milestones matter, too. The journey is a big part of the destination in what we do. The days where I double my average wordcount leave me almost euphoric. Any time I’m able to focus without diversion for more than an hour at a time is like winning the lottery. The positive reinforcement you get from yourself for moving through your challenges is more fuel for success. Always be working for yourself, not against.

8.   Advertising is Painful, But Don’t Put it Off

I told myself for years that Facebook ads, and AMS ads, were too complex, and I’d never get it. All the while I knew what I was telling myself was a lie, and that this lie was holding me back from where I wanted to go.

I finally invested in a not-cheap-but-incredible Facebook Ads course (Skye Warren’s, if you’re curious; worth every penny) that changed everything for me. Suddenly, it “clicked.” And when it clicked, the rest fell into place.

One of my goals for 2021 was to achieve the same mastery with AMS ads. I’m not there yet, but I’m working at it.

I’m still learning. I’ll always be learning. But I’ll be getting my work in front of more readers while I do it.

9.   Brand is Queen

Entire books have been written about identifying and building brands. Knowing who you are, how your work fits seamlessly into that, how everything you post and say and do is a reflection of both. Brand is you. Who you are in a public setting (and social media/internet is our main public setting) is a reflection of that brand, for better or worse. Once I really learned this, social media actually got easier for me, as I knew what my priorities were (and weren’t).

This is not me saying “shut up and write.” I find few things more insulting than insinuating that people in the public eye should give up their right to an opinion on things that matter. We all have a voice, a right to that voice, and should use it, if we feel called to do so.

10. Drama: Abort, Abort!

I won’t lie and say that some fresh tea won’t make me stop scrolling. Nothing will steal my attention faster than some juicy beef. But I don’t engage. I don’t comment on it, throw my hat into the ring by picking sides, post about it, or even vaguebook about it. Nothing positive can come from it, and the resulting heartache only makes it harder to find the words, the time, and the inspiration. Anything that hurts my brand is counterintuitive to the goals I’ve set for myself, and it overshadows the work I’ve put in. Drama is anathema to creativity for me, and creativity is what powers me.

It’s hard to believe ten years have passed and yet, at the same time, I can hardly remember a time in my life where the publishing world wasn’t at the center. I can’t wait to see where the next ten years leads me.

If you’re an author new to publishing, and wondering where the heck to get started, I understand that this can be a daunting period. But there really is a wealth of resources that didn’t exist when I started. Alessandra Torre has some great “getting started” advice on her website (and her Inkers group on Facebook is fantastic). Joanna Penn is a legend, and has books, podcasts, and a website with years and years of invaluable info. I often recommend David Gaughran’s non-fiction craft and marketing books, and if you want to save yourself some early heartache, check out Becca Syme’s “Dear Author” series, to develop the right habits and mentalities before the bad ones take over. These recommendations only scratch the surface of what’s out there to take advantage of, but it’s a good start.

If you’ve read to the end, thank you. It’s a heck of a lot easier to write about fictional characters than real ones.

5 Years in Publishing: A Reflection

Yesterday was my 5 Year Publishing Anniversary (or “Pubiversary” as some of us call it. Authors are allowed to make up words, right?). The day was a busy one for unrelated reasons, so I didn’t get to celebrate as I should have. But five years is a long time, and my celebration will come in the form of reflection.

The last five years might as well have been fifty for how much has changed for me as a direct result of publishing my work.

Let’s back up further, to 2000. I was watching TV with my husband (we weren’t married yet, though; not until the following year). A single line popped into my head: “It was raining the day I buried my wife.” Depressing, right? But if you’re a creative type, like me, depressing ideas often become opportunities. I was struck with the overwhelming certainty I was meant to write this line down, and more, that this line would become the beginning of a novel. Now, I had been writing since I was in the second grade. I’d won awards for my stories, and was known for being the girl who’s “imagination would get her in trouble one day.” (For the record, it got me in trouble more than a few times). But I was notorious for never finishing anything I wrote, except short pieces. No matter how much world building or planning I’d do, I was great at starting, okay at the middle, but a complete failure at tying it together into an ending. Endings were scary. Endings required commitment in a very final way.

Worse, like most writers, I was a perfectionist. Nothing was ever good enough. And I had no one to tell me nothing ever would be. I had to learn that on my own.

I’ve written before about how St. Charles at Dusk, which started with the line above, took me over a decade to write. If you’ve read the book, you’re probably asking:  How?? The answer requires an essay of its own, but the short explanation is perfectionism and crippling self-doubt. Two things authors are intimately familiar with.

Then one day my husband came across some articles on Amanda Hockett and her success in self-publishing and encouraged me to give it a shot. Up to that point, when I thought of self-publishing I envisioned the middle aged man with boxes of his magnum opus sitting in the garage, waiting for him to drive around and peddle them to random strangers. Obviously, things had changed if a young girl could sell over a million books without anyone in the industry guiding her. This was a chance to get my work out there, without the stress of finding an agent or a publisher. A toe in the water. What did I have to lose?

Nothing, as it turned out. Instead, I had everything to gain.

Outside of a few Google searches, I knew absolutely nothing about self-publishing. I had no idea where to even start, and, at the time, I didn’t know any other authors (nor did I have a clue where to find them). I met a designer (referred to me by a friend) for coffee and tried to articulate the book and my vision for it, and failed miserably. He ended up designing a stunning cover, but it wasn’t what I was looking for, and I blame myself. Learning to articulate my work clearly and concisely was a skill that would come later. But it was a professional cover, and I published St. Charles at Dusk with it.

Formatting took me weeks to get right. I must have ordered ten proof copies before getting it passably correct. Figuring out where my books should be published (outside of the obvious choice of Amazon) was another mountain. My sanity was tested.

And then, on September 26^th, 2011, I released St. Charles at Dusk to the wide world. No fanfare beyond a few excited friends and family members (I remember who supported me in those early days, and I love you all so much for it). Holding my own book in my hands for the first time is a feeling I cannot begin to describe, so won’t even try. If I got tagged in a “5 Best Moments of Your Life” post, that would be on there for sure.

Then… nothing. I had no clue how to market my work to anyone beyond my contacts, and my built-in humility made it hard to do even that. In 2011, I made exactly $53.24 (while I couldn’t sell books, I’m an ace at financial tracking). I’m fairly certain I could attach names to every one of those sales, too.

The first half of 2012 was no different. In fact, I made less. $49.50. I marketed the book exactly zero times, and the excitement I had in late 2011 from this accomplishment died from “I’m an author,” to “I published a book once.” I would daydream about the next book, but the ideas never made it to the page. I was The Queen of Concepts.

Then, as always, I participated in National Novel Writing Month. I had a trip to Turkey and Morocco planned for late November, so I knocked out the entire required 50,000 words in twenty days. And I loved the story! It wasn’t exactly a sequel to St. Charles at Dusk (which was meant to be a standalone, but I found I couldn’t bear to leave that world). In fact, it felt like a beginning to something more. The Storm and the Darkness was, in my own way, a love letter to introverts. Ana Deschanel and Jonathan St. Andrews were my best attempt to show the world what it is to feel isolated and awkward, and to search for your place in the world. It was also the true start to what became The House of Crimson & Clover Series.

I didn’t touch the manuscript again until early 2013. I’d been laid off at work, and I needed something to keep me busy. I started blogging, mostly about travel and Tolkien topics, and met some amazing people, many of whom I’ve continued friendships with into today. I met other writers. I started to get a broader view of the industry beyond the small piece I occupied by myself. Inspired by being around other artists and rediscovering a sense of purpose, I dusted off The Storm and the Darkness and published it in June of 2013, a month after starting my new job.

Before, I’d told myself it was too difficult to balance a full time career in the outside world with a career in the writing world. Now, I was determined to ride this newfound excitement and momentum and prove myself wrong.

Flourish came in August of 2013. The Illusions of Eventide followed in December. Shattered in February of 2014, and then another four titles that same year. In 2013 I made hundreds of dollars. In 2014, thousands. Somewhere between Darkness and Flourish, I started learning Photoshop and began to design my own covers, which was an evolution in itself. Inspired by my good friend Becket, who had learned to design his own as well, I decided I could do anything I put my mind to, and if I practiced enough, I could do it well.

In 2014 I was invited to be a featured author at Anne Rice’s Undead Con in New Orleans. I was invited back in 2015. I had a chance to speak with Anne personally and tell her what her work had meant to me, and how she had inspired my work almost more than any other author.

Somewhere between those two events, Christopher Rice (another one of my favorite authors) picked up The Storm and the Darkness and declared it one of his favorite books, much to my incredible shock. He featured it as a Favorite Read on his Dinner Party Show.  I still don’t know how this happened. It still takes my breath away.

I busted my ass and by the start of 2015 I had nine titles.  But what I did not have was a solid marketing strategy.

Around this time, I finally envisioned the design that would define my brand. I spent endless hours redesigning my series, my website, my marketing materials. I began to understand that the reason I struggled to market before was that I was inconsistent in how I saw my work, and that included picking a genre and sticking with it. By focusing my brand into something others could see and recognize as mine, I was able to target the readers who should be reading my work.

In 2015, I published seven more titles. I became an Amazon Bestselling Author for the first time on my own (several times), and hit the USA Today list twice in anthologies. My sales went from four to five figures. I started to get emails daily from readers instead of monthly. I began to see the impact my work could have on others. My income moved from the four digits into the five. I was able to re-invest back in my business and grow it further.

Now, in 2016, five years after I hit publish with shaking hands, I have 22 titles under my name. I’m beginning to branch outside of The House of Crimson & Clover, and I now have a system that works- for writing, getting a book to market, and getting it before readers. And despite all that, I know I still have so much more to learn.

The accomplishments I’m most proud of in 5 years:

• Hitting publish for the first time. This required more bravery than anything I’ve ever done.
• Learning to design my own graphics work and creating a brand design that I’m absolutely in love with, still, almost two years later.
• Being a featured author at the Anne Rice Undead Con in New Orleans twice.
• Hitting #18 in the overall Amazon store on my own. Also hitting the Top 100 four times on my own.
• Hitting #3 in the Barnes & Noble store on my own.
• Hitting the USA Today Bestseller’s list three times in anthologies.
• Having Christopher Rice feature my work and continue to call me one of his favorite authors.
• Charles at Dusk made it to the quarter-finals of the Amazon Breakthrough Novel Contest.
• I both met and exceeded the business goals I set for myself in 2014 and 2015 (and the goals were aggressive). I’m on track for the same in 2016.
• 22 titles. Twenty-two. How are there even that many words in my head?

If some of this feels less than modest, that’s because there’s something else I’ve learned to do in five years: Not be afraid of success. In any other career, we are encouraged to go after promotions and opportunities, and we are equally encouraged to find pride when we get them. There’s a certain level of shame in admitting when you’ve done well as an author, as if the career choice is not viable in comparison to others. So this is me saying, I am thrilled with where my career as an author has taken me. And I’ve even more excited to see where it goes.

Most of all, though, I want to say thank you. To my readers who keep reading. To my author friends who keep me going. To my family and friends who believe in me. Writing is a very solitary profession, but having a support system makes it just a little bit less lonely.

Onward to the next 5 years.

So You Want to Self Publish

I am often asked some variant of the question: “I’ve written a book. How do I self-publish it?” The question, as well as the answer, can feel overwhelming. Certainly whenever I’m asked, I often think, where do I start? What level of detail do I share? How much of my time can I give to assisting?

Time is unfortunately a commodity I have very little of nowadays, but I also love to help others, especially those serious about pursuing their creative endeavors. This article attempts to achieve that balance.

What This Is: The basics to get someone started in publishing, to get their feet wet. To literally get a book for sale and ready to market. Things you need to know before you publish, and the places you can go to do so.

What This Is Not: An all-inclusive guide to self-publishing. There’s no way I could cram 5+ years of learning into a single post, nor does my brain cooperate in that way. This is also not a guide for how to find an agent or a publisher.

This article assumes you have already written a book. This also assumes that you are aiming to publish your work with the intention of getting it into reader’s hands (as opposed to just printing copies for yourself). I have other guides that cover tips for the writing process. This guide picks up at the point you have a completed book and need to know what to do next.

10 Things That Have to Happen Before You Publish

If you are serious about getting your work into the world, these are all things you have to consider. They all require considerable time, and in certain cases, money. If you expect to see any success in this business, they’re also not optional (with the exception of author groups). Proceed with a deep breath, and decide if you’re ready for this level of commitment.

 

1. Editing: You must have the book edited. Sometimes new authors believe this is an optional step, but I can assure you, no matter how proficient you are in your language (even if you yourself have edited books), you need an objective set of eyes. You cannot be objective. We just are not wired that way. The best way to find an editor is by recommendations from other authors, and most credible editors will do a small sample for free for you so you can get a feel for their process and style. Be sure to find one who is experienced and has good relationships with their clients. Your friend Sally who got an A in English is not a substitute for an editor. The type and degree of editing you need will depend on your experience level. I started off needing a content editor, but now have a copy editor.
2. Beta Reading: Beta reading differs from editing in that with beta reading you are looking for pure reader reaction. What works? What doesn’t work? Where are there inconsistencies in story or character behavior? What was unclear? Unlike an editor, your beta readers do not need to have any formal experience, they only need to feel comfortable and safe giving you very honest feedback. You can find beta readers within author groups, or even from friends. The most important thing is that your beta reader is not telling you what you want to hear, but what you need to. I recommend 2-3 beta readers. Beta readers should be willing to work for free, although sending them a paperback of the finished book is a nice gesture.
3. Formatting: Your book needs to be formatted to properly work on the various types of e-readers, as well as for paperback. Some authors (myself included) do their own formatting, but for your first time, I recommend leaving this in the hands of an expert. You’ll need an .epub file, a .mobi file, and a PDF of your paperback. Some editors also offer formatting, but if not, there are a lot of places to go to find a formatter.
4. Blurb: Yep, those things on the back of the book telling readers what it’s about? You need one. They can be painful for authors to write, as it’s often hard to paraphrase our own work, but your editor can help you get it cleaned up. Couple of tips: strong statements, avoid repetitive words, and keep it in present tense.
5. Cover Design: You need a cover. Not just any cover, but a good cover. Unless you are already a skilled and proficient graphic designer, no you cannot create the cover yourself. Fair or not, many readers can and do judge a book by the cover, and a cover that is either poorly done or does not fit with your genre/theme/brand is not only not doing you favors, it will actually work against you. You can find a cover designer the same way as an editor. You might even reach out to authors whose covers you loved and ask who they used.
6. Brand: You need to decide what your brand is. What keywords should be associated with you, what you want readers to think of when they see your name and read your books. This is not a black and white exercise, but as you begin to wrap your mind around this, everything you do (from your covers, to your marketing, to your social media presence, etc.) should represent your brand. I may speak more on this in another article, as this is a huge topic that deserves its own space.
7. Marketing: You can write the best book in the world, have it edited to perfection, commission the best cover, and have a consistent brand message, but if you don’t market your work, you will not sell any books. Sadly, books do not sell on their own. I know marketing is typically an ‘after the fact’ activity, but I bring it up in the ‘before you publish’ category because you need to know and decide upfront how much money and time you are going to invest in marketing. This includes time you spend on social media promoting your own work as well as paying third party advertisers to help you spread the word. Realistically, I spent 5-10 hours marketing (sometimes more) each week. Many authors are caught off guard by the cost and necessity, so it’s better to go in armed.
8. Social Media & Newsletter: Create your social media presence EARLY. It’s so much easier to build from day one than to go back after a year and attempt it. You’ll want Facebook (an author page, not a personal profile), Twitter, and a Newsletter for sure. You might also want Google +, Instagram, and Pinterest, but your mileage may vary with these. And, most important of all, get your newsletter started. This will be the single biggest marketing tool you have as an author. I cannot stress this enough. You can get a free account with Mailchimp or Mailerlite, and it only becomes a cost service once you reach a higher number of subscribers. Include links to all of these places (FB, Twitter, Newsletter, etc.) in the back of every single one of your books.
9. Author Groups: Look for author groups on Facebook and join them. Observe the discussions. Befriend authors, and where you take help, also offer it (perhaps by offering to beta for them, as an example). Over time, your author friends will become your tribe, but they will also help you navigate the often unfair, often confusing waters of publishing. They are also the only ones who know what it is to suffer from crippling self-doubt, but, on the flip side, the absolute high from nailing a passage.
10. Financials: This one is as simple, or as complicated, as it needs to be. Essentially, you need to decide where you’re going to get your checks. It’s usually easier and cleaner to open a separate account for any book revenue. Also, be sure to track any expenses related to your books for tax time. Covers, editing, marketing, materials- items directly related to expenses to keep your writing business moving forward can probably be written off at tax time. I am not a tax attorney, though, so take that advice with this fact in mind, and consult one if needed.

That may seem like a lot; it is. But if you’ve come this far, and you’re serious about the work you’ve created, then your work deserves your continued focus to make it a success. Every single topic above deserves its own article, and I may one day expand on those, but there are also a ton of resources on the internet. Just be wary of anything that feels like a shortcut to success. As with fad diets and get rich quick schemes, they often fall way short of reality.

 

So by now you should have a fully edited and beta read book, with a fabulous cover that fits your brand, a marketing plan (or at least an idea of the time you plan to spend marketing), your social sites created and running, and some author support groups on your Facebook. Phew!

You’re ready to publish!

For self-publishing, there are a number of sites where you can load your book. Each site asks for a different file type, and has certain requirements. Most are fairly easy to navigate once you get the hang of it. Below I’ve listed out the main sites where you can distribute your work. They all have FAQs and Tutorials should you need help.

For eBooks, you can publish directly or through a third party. For paperbacks, there are several places you create and distribute your work, and I’ve listed them below separately.

Bear in mind that eBook royalties vary by how you price your work. Most retailers will only offer max royalty if you price your book $2.99 or higher.

Direct Distributors for eBooks

A direct distributor simply means you are selling your books directly through the retailers. With Amazon, you have to go direct, as they no longer allow third party uploading. For all others, you can choose to use one of the third party options, or you can upload directly with them for quicker reporting and tighter control.

1. Amazon Kindle Direct Publishing: http://kdp.amazon.com. Distributes to all Amazon markets that sell ebooks. Kindle sales are a top earner for most authors, so I recommend starting here. KDP also offers a program called Kindle Unlimited that has some perks, but requires exclusivity (can’t publish anywhere else). They offer 70% royalties on books priced $2.99-$9.99 and 35% to anything under $2.99 or over $9.99. On top of that, they remove a small amount for delivery fees, which is based on the size of your .mobi file. For uploading, for best results, use a .mobi.
2. Barnes & Noble Nook: http://nookpress.com/. Distributes to Barnes & Noble US. For royalties, they pay 40% up to $2.99 (or over $10) and 65% for $2.99-$9.99. When uploading, for best results use an .epub.
3. Kobo: https://www.kobo.com/writinglife. Kobo is a Canadian company that distributes to a number of markets. They’ve seen a lot of recent growth, including the ability to book promotions directly with them. They offer 70% for books over $2.99 (no cap), and 40% for anything under.
4. Apple iBooks: https://itunesconnect.apple.com. Apple is the only one of the retailers listed here that requires you to have very specific hardware: a Mac, in this case. You have to download an app called iTunes Producer to distribute content to iTunes. If you do not have a Mac, you can use one of the third party aggregators listed below to get your work on iBooks. Apple does not have a firm royalty table published, but royalties come out between 60-70% usually.
5. Google Play: https://play.google.com/books/publish/. I’ve never been able to find a straight answer about Google’s royalty payments. I always estimated between 50-60%, and the end result comes out around there.

Third Party Distributors for eBooks

A third party distributor basically acts as a middle-man between you and the direct distributor (Nook, Amazon, etc.), and handles all the publishing and sending of files to those retailers. The benefit of this is being able to manage it easily in one place. The downfall is that the reporting is often delayed, and you have less direct control over how your content is sent and displayed. There are also different royalties using third party than going direct. Note: Neither will distribute to Amazon, so even if you go this route, you will still need to distribute directly with Amazon.

1. Draft 2 Digital: https://www.draft2digital.com/ They distribute to iBooks, Kobo, Nook, and several other niche retailers. D2D, of the two, is easier as they do not have rigorous controls over the content you upload. It also appears on the retailers quicker, in my experience.
2. Smashwords: https://www.smashwords.com/ They distribute to most of the big retailers (iBooks, Nook, Kobo), as well as many of the smaller, up-and-coming, or niche retailers (see site for full list). Smashwords, in addition to distributing to other retailers for you, has their own storefront where consumers can buy your books as well. Their content requirements can be more tedious if your formatting isn’t perfect, and they take longer to send books to retailers. However, Mark Coker, CEO, is very active in the indie community and loves feedback.

Note: for both third party distributors, you can choose which retailers you want to distribute to, or opt out of. Also, some of the smaller/niche retailers listed for these third party uploaders can ONLY be uploaded to via their site, and not direct.

Third Party or Direct?

There are pros and cons of both and it comes down to personal preference.

For third party, on the pro side, you have convenience, and also some of the retailers don’t have direct selling options, so you get your book in more places. On the con side of third party, your reporting is often delayed and less sophisticated, and you’re trusting a third party to translate your content.

On the direct side, the pro is the control and reporting. On the con side is, for iBooks specifically, you can only upload directly if you own a Mac.

Personally, I distribute direct everywhere.

Paperbacks     

There are several third party companies who will do print-on-demand for your paperbacks. Some cost you nothing upfront, others have an expense. They all have different distribution options, as well. Personally, I use CreateSpace due to their ease of use and broad distribution, and my books can be purchased online at Amazon, Nook, Powell’s, and other retailers. Lightning Source and Lulu are other companies you could check out for comparison (I have not personally used them). Ingram Spark is also popular, but has setup fees. And Barnes & Noble is also offering a paperback creation service now.

Your Books Are Uploaded: Now What?

First, check the retailers to find your titles. Depending on the retailer, this can take anywhere from a few hours to a few days, but once you have your links, I recommend keeping them in a note somewhere so you can find them easily.

• Start executing on your marketing plan. This is another topic that deserves a separate post (if not an actual course). However, the absolute best marketing for your book is another book. If a reader loves it, but has nothing else from you to buy, they will move on.
• Keep your social media active. DO market your work there, but DON’T only post about your books. Find interesting content, images, etc. that relate to your brand. For example, my books are set in New Orleans so I often post articles and pictures of the area.
• Engage with people who engage with you. If you start selling like Stephen King, this might prove more challenging for you, but in the beginning you have more time for interacting with readers, and you should use it wisely.
• Don’t ask for favors from other authors unless you have already established the kind of relationship where that is appropriate. They are your friends, and maybe your fans, but mostly your friends. On the flip side, do join cross-promo groups or author co-ops designed for helping one another with promo. Learn from other authors, take what advice works, and adapt it to work for you.
• Learn early that everyone’s experiences are different, and what works for one may not work for another. Everyone I know who has seen success in writing has done it in different ways. Master your brand, keep it consistent, write good content, and most importantly, begin writing the next book.
• Start tracking your sales. Put your spreadsheets together early, and update them periodically so you don’t have to go back months later and reconcile. There’s a lot of ways to look at data, and I may tackle this is another post, another time.
• Don’t expect overnight sales. Or even any sales. You might get no sales at all for a while, and 10 books in your first month might be ambitious. It takes a long time, a lot of work, and a significant amount of patience to build a brand and a fan base. But, don’t despair. One reader will lead to another, and another. View this as a business that deserves (and requires) your time and commitment to thrive.
• Research! There’s so much to learn, and so many great resources out there. Here’s a list of some sites that have some great information for authors new to publishing: https://soulsistersauthoradvocates.wordpress.com/start-here/

That’s All For Now!

If you’ve made it to the end, you’re likely thinking that was ridiculously long. I don’t mean to scare you, but this barely scratches the surface. This gets you through the door and into the big, scary, but immensely rewarding world of publishing. I could talk about marketing, brand, pre-orders, optimizing call-to-actions, networks, loss leaders, how and when to put your book on sale, and a million other things but they will mean little to you at this stage. For now, you did it! Now, take a deep breath, and get to learning.

Good luck!

10 Learnings Over 4 Years of Publishing

I published my first book, St. Charles at Dusk, on September 26th, 2011. Four years have passed, and with them, more learnings than I could ever fully wrap my mind around. In those early days, I was a woman alone on an island, getting all my advice from Google. I didn’t know a single other author who had published their work.

Flash forward four years. I’m no longer a woman alone on an island, but one surrounded by hundreds of authors, thousands of readers, and years of experience (with many years still ahead). I have seventeen original titles out (and numerous boxed sets), and an endless quantity of ideas. I’ve been lauded by esteemed authors, and appeared on the USA Today Bestsellers list, twice. I’m nowhere near an expert, and far from perfect. I’ve had successes and setbacks, like any author, and I move forward knowing I’ll have more of both. I’m excited to have more of both, because the setbacks teach me, and every learning in this world is a gift.

Perhaps a new author will stumble on this post, and find it helpful. Maybe a tenured author will read through and nod their head. In any case, I hope your journey finds you well.

No Two Author Journeys Are Alike

No, really. Every single author has their own experiences, their own luck, their own skills and tools. Even if you took two authors who write identical genres, covers, and used identical marketing strategies, they would not share the same results. It’s fruitless to compare your journey with any other author, or to ask yourself “why am I not seeing the same results?” unless you truly do have something that needs changing (covers that don’t grab attention, editing issues, as examples). You’ll drive yourself crazy making comparisons, which will lead to negative feelings, inevitably resulting in creative blocks. Control what you can control, and understand the rest comes down to timing, luck, and the humors of the universe.

The Best Marketing for Your First Book is More Books

The very first thing I did when I hit publish on Dusk was research how the hell I was going to get the book in front of readers. Naturally, some of my friends and family bought it, probably half from support and half from shock. But I had no clue how to get it in front of a broader audience, and I spent way too much time (creative time) trying to solve this.

It wasn’t until I joined several author loops that I understood why this was a waste of my time. Let’s say a reader bought Dusk and loved it. They go to find the next book and… nothing. In the time it takes to write another book, that reader will have moved on and forgotten their love of the first one.

On the other hand, if they love that first book and find half a dozen more, you’ve now found yourself a fan willing to wait for future releases. They’re invested, and fans who are invested will keep checking back.

Learn your craft. Write well. And keep doing it!

Marketing is an Art, Not a Science

And, like any art, the interpretation varies by audience. What works for one, may be a turnoff for another. The only consistency I’ve found is that moderation is key. Readers don’t want endless advertisements from you, but if you don’t tell them how and where to find your work, how will they know?

Over half the posts on my social media accounts aren’t about my books, but they are peripherally related: articles/pictures on New Orleans (where my books are set), writing anecdotes. They’re thematically in line with my brand, which inevitably also relates back to my work, even if indirectly.

Finally, loss leaders. Perma-free, or lower price ($.99) for first in series (while a blow to your ego, which you need to learn to check anyway in this business) is a proven tool, and a great way to bring in new readers.

Get to Know Other Authors

As friends and comrades, not a potential audience. While half of what I learned these four years has been through trial and error, the other half came from the various author loops I’m a part of. While mileage varies by author (see the first point), there’s much to be learned from what others have done. They are also the only ones in the world who will understand what you’re going through when the words won’t flow, or you get a review that hurt (even when you know you should shake it off).

Also, some of my dearest friends in the world are authors. So there’s that.

Writing is a Full Time Job, Even if You Aren’t Writing Full Time

If you think writing a book is the beginning and end of it, you’re in for a rude surprise. The quantity of things you need to keep track of, head up, and be on top of is endless. I keep a checklist for publishing each book, and there’s over forty items on it. That’s only for publishing! Maintaining my social accounts, my website, and other “businessy” things takes up more time than the writing. I love running my own business, but organizational skills aren’t optional.

Your Brand is Everything

I knew this going in, as my other career sits in the corporate world. Everything you do should be purposeful.

Execution isn’t as easy as knowledge. Everything I say, everything I post, is a reflection of my brand. This isn’t simply posting about relevant things (as I mentioned above, with sharing items related to my books), but understanding the words we use have power, and are remembered. Venting about a lack of sales or other publishing frustrations might garner sympathy but will get you branded as unprofessional. Getting involved in drama is something others will remember. Responding to reviewers (especially negative ones) will only lead to misery.

Lastly, and this is a tough one when you’re friends with so many authors and want to help them: be mindful of who and what you promote. Your readers will look to the content you share as endorsements from you. This isn’t to say that you can’t help your friends. I co-created a blogger page to help share for others, because there simply isn’t enough time in the day to read everyone’s work. My author page remains reserved for content I’ve read and can stamp with a personal endorsement.

Creative Control is a Curse as Much as a Blessing

I’ve self-published 100% of my titles, and I have NO regrets in doing so. I’m not looking for a book deal, for many reasons, but not the least of which is that I love having full creative control over my work.

A few years ago, I learned Photoshop so I could design my own covers, largely because I wasn’t able to articulate to others what was in my head. The result? Six or seven different iterations of covers before I landed on the design I have now (which I adore). While I’m in love with the end result, getting there involved a lot of hair loss. When you know you can change things, that thought never leaves the back of your mind. In other words, a “to do” list that never shrinks.

This applies to other aspects of the business as well, the biggest one being content. Now, finding errors and uploading corrections on the fly is a fantastic benefit. But as you grow in your writing, inevitably it will improve. Yay, right? Yes. Except, when you re-read your earlier work and want to re-write the hell out of it, so it matches your current skill-set.

I’ll admit to having done this with Dusk, for many reasons. Never again. At some point, you have to accept your writing will improve, and most readers will enjoy watching that evolution. Your work represents different eras in your writing life, and you should be proud of them all.

Understand ROI

In addition to everything else we manage, the lure of “shiny objects” in the form of outside marketing tools bubbles to the surface. Anything from blog tours, author events, giveaways, and advertising. As with everything else, mileage varies. What works for one, may not for another, and *who* you employ to help with these things matters a great deal. Look for endorsements from other authors.

Finally, there are items with very little ROI you may decide still matter. Author signings, for example. Few authors end up with a profit in the end (between the cost of books, swag, and table costs, it’s an expensive endeavor), but find it worth it to network with readers and authors. But that’s a decision you need to make with your broader business goals in mind. Personally, I do 2-3 a year, and I’m very targeted on which ones. As my books are set in New Orleans, I do an annual event there. I live in Portland, so I’ll do them here, because I don’t have to factor in travel costs.

Write First For Yourself

This is a polarizing stance, honestly. Writing is a business, and chasing trends will often result in more money and recognition. If you’re a writer who is versatile enough to do this, then I won’t discourage you, especially if your goal is to write full time.

Personally, when I write for anything other than where my creative genius drives me, it turns out to be uninspired drivel. Readers pick up on that. They want to hear your voice loud and clear, and it will only come across as such if you’re inspired. Besides, constantly worrying about every word will only stifle creativity. Let the words flow, and be unapologetic.

So, follow the inspiration… wherever it takes you.

Know When You Need to Slow Down

There’s this fear in the author world that if we don’t publish monthly, readers will forget who we are. There may be truth in this, but that’s why the best marketing for book one is more books.

With almost two dozen titles behind me (most of which were done over the latter two years, as I had a break between Dusk and the others), I look back and I’m glad I busted my ass, forgoing sleep for my muse, working two jobs. Why? Because now I’ve bought myself some time to slow down. My series grows more and more complex, the deeper in the story goes, and I can’t churn out a book in two months anymore. I need time to sink into the world I’ve created.

I waited almost my entire life for Stephen King to finish the Dark Tower Series. If you’ve given readers a reason to come back, they won’t forget you.

Authors, feel free to chime in with your learnings as well!

It Is Done.

After many, many months of writing, editing, rewriting, re-editing (over and over and over again), it is done: The Storm and the Darkness is now in the hands of my beta readers!

It is somehow appropriate that I finished on Mother’s Day. I do not have children of my own, but my work–my characters and their stories–ARE my children. They will always be a part of me, and an extension of me, and telling their stories is a true labor of love.

For anyone who is following the progress, here are the critical dates coming up:

• June 1: Expected to receive completed cover art.

• June 15: Feedback due from beta readers.

• June 15-June 30: Finish final edits.

• July 1(or close to it): Click Publish!

So for the next month, while my story sits with my readers, I get to spend time catching up on all the other things I neglected. I’ve really missed my WordPress Reader. All my snobby historical dramas on the DVR are calling my name. The house might or might not need a little sprucing up. Groceries are awaiting purchase. The husband is tired of living like a bachelor.

And then, July starts another round of Camp NaNoWriMo, where I start work on Book 6. Come August, it will be time to begin the edits on The Illusions of Eventide, which is the third book in The House of Crimson and Clover Series.

The work never ends…and thank goodness for that!

A to Z Blogging Challenge: 26 Post Recap

Wow, what a month! 26 posts in 30 days. Sorry, make that 30 posts because each week I also posted a quick recap. Phew!

I honestly had no idea what I was getting myself into. It challenged me to go beyond just those things I knew I wanted to post and to think more creatively about what I wanted to share. As a result, I wrote a series of writing advice articles, expose pieces on my book series, and a number of other things I ordinarily would not have thought of. Oh, and I met some really awesome bloggers along the way. Pretty cool.

That said, I’m not convinced I would do it again. It limited me on what I could post about, and I ended up with a ton of posts I had to push until May (I know I could do several posts per day, but that’s overkill), and it was incredibly time consuming. BUT…I definitely recommend everyone try the challenge at least once. It will challenge the way you organize your thoughts, in a good way!

• A is for Awards and Awesomeness
• B is for Biographies (To Character Bio or Not to Character Bio)
• C is for Cutting Room Floor (And you Thought Your Writing Was Bad)
• D is for Deschanel
• E is for Éowyn and Éomer
• F is for French Quarter
• G is for Garden District
• H is for Helping Other Writers (Guest Author Program)
• I is for Incomplete (You Won NaNoWriMo…Now What?)
• J is for J.R.R. Tolkien Collection
• K is for King James Hepburn (Oh, Wait)
• L is for Location
• M is for My Name
• N is for NaNoWriMo
• O is for Ophelie
• P is for Pinterest (House of Crimson and Clover has a Board!)
• Q is for Quillan
• R is for River Road Plantations
• S is for Sullivan
• T is for Travel
• U is for Using Social Media as an Author
• V is for Versatile, Very Inspiring, and Sunshiny Blogging!
• W is for Writing
• X is for X-Lined Dominant Inheritance
• Y is for Yearly Writing Goals- Check In
• Z is for Zen

Featuring the Guest Author Program

One of my writing goals this year was to pay it forward and help other writers to do the same thing I’m trying to do: get exposure to their work. So, following in the footsteps of some of my fellow bloggers, I am launching the Guest Author Program on “…and then there was Sarah” where I will feature a new author each week. Want a chance to talk about your writing?

Click here for details on the program and how to submit yourself to be featured.

Last Chance to Read St. Charles at Dusk Free on KDP Through 3/31

St. Charles at Dusk will be free to borrow through the Kindle Lending Library for two more weeks only.

I posted last month that I was removing St. Charles at Dusk from KDP Select (the Amazon program that makes your Kindle book available on the Kindle Lending Library, and gives writers a share of the profit anytime a book is downloaded), as the program requires you to distribute your work exclusively through Amazon while you’re enrolled. I’ve had readers express interest in the Nook, Itunes, etc versions and this will allow me make it available in those formats as well.

St. Charles at Dusk will be in the program through March 31st. So, if you’ve been looking for a chance to read it, risk-free, before the sequel comes out (Spring 2013!), then, here you go! (Note: To download, you actually need to search for the book via your Kindle device or software)

Cheers,

Sarah

New to series? Read more here.

Seeking Beta Readers for The Storm and the Darkness

I am looking for beta readers for The Storm and the Darkness, the next novel in The House of Crimson and Clover series.

St. Charles at Dusk- Free on KDP Through 3/31

Actually, its been free on KDP for about a year, but I’ve decided to remove it. If you’re not aware, the KDP program puts your novel in the Kindle Lending Library (a virtual library that is free for Prime members to borrow one novel at a time), but with the stipulation that you are not allowed to publish your novel in e-book format on any other channel. Which means you can’t sell it through anyone except Amazon. This pays off for some of the more popular writers, but due to the updated algorithms at Amazon (which many others, far more knowledgeable than I, have written about at length), has actually given me almost no downloads. Thus, I’ve decided to remove it, and to start focusing on other channels (BN, Itunes, Smashwords, etc). It will still sell on Amazon as well, just not as a free-to-borrow option.