This is the second of my posts reflecting on my ten years as a publisher of my own work.
As anyone in the author/publisher business will tell you, things have changed in the last ten years. A lot. Still, just as in Casablanca, the fundamental things still apply. And the most fundamental thing in publishing is that readers will not buy a book they never come across. If you want to sell a book, you have to, somehow, put it in front of readers. A lot of readers. And better yet, in front of a lot of readers who want to read the type of story you've written. How to get your book in front of those readers may be what has changed the most.
In 2015, when I released my first book, it was possible to release a book on Amazon and Smashwords, and expect people to see, and some to buy it, without doing anything more than releasing it Maybe even gain enough of sales to get the ball rolling. But I believe that even then, it was still much harder than to sell a book than it had been in the gold rush ebook era, a few years prior. I can't say how much traction a book would receive without further efforts, since I used a free price to drive my sales upon the release of A Summer in Amber on Smashwords, and shortly after, Amazon matched that price as well. My records are a bit spotty early on, but it appears that I sold (for free) 127 copies in the first month, and by the end of August, I had sold 823 copies, along with 583 copies of Some Day Days, my second book which I'd released in July. Even with a free price, the books had to have been widely seen to have sold that many books without any other effort on my part.
Back in those days, more ambitious authors wanted, and paid, to land spots in the various book promoting email newsletters, in order to reach more readers. A few years later Amazon came along with ads you could buy, or bid on, and those became the new go-to method of getting your books seen on the home page of books similar to yours. While I am sure that these methods still apply, these days, social media seems to be all the rage, at least with the younger writers and readers. I've heard it said may times that today's authors spend half their time not writing, but commenting, liking, and posting within the author/reader communities one can find on various social media sites. If you have a personality, you can make videos on TikTok or even have a YouTube channel. I've discovered that may "BookTubers" are indeed authors who use their channels to promote their books, some more than others.
The idea in social media promotion is to make on-line friends with other authors, potential readers, influencers, and gain as many followers in return as you can, in order to sell your book. The theory being that it is easier to sell to friends than strangers. Plus the cool kids now do Kickstarter book releases to get their money upfront, if they have the money and expertise to fund and run them. The key, however, is still numbers. I've seen it said by a YouTube booktuber, who did a Kickstarter for his books, that you can expect only 2% to 3% of our subscribers to buy a book on your Kickstarter, and I expect similar results for converting subscribers to customers for most types social media.
While I can not say for certain if what I did ten years ago would work today, I do know that without my free price, my books would likely have not gained any traction and that I would likely have lost money promoting them. However, free books might still work today, for one simple reason; there are an order of magnitude less free books available, making any one book at least 10x if not 100x easier to come across. Plus, I feel that the readers of free books are a distinct market, eager for books to read, making them more eager to find new books. But, who knows? I can, however, say that I wouldn't have done anything different then what I died, if I was just starting today. I'm still lazy.
My strategy of releasing my books for free has worked quite well for me, and still does. I often sell over a thousand books a month. It works in part because I have built a small following who will likely buy each new book, eventually. Which is to say, when they think to look up my books to see it I've released anything new. But more significantly, because I now have an 18 or 22 book back catalog of books, every new reader will, if they like the first book of mine, will have seventeen other books of mine to pick up and read. While they may not read them all, every sale of a book to a new reader is likely multiplied by all the other books of mine that appeal to them. I am certain that those add-on sales make up a significant share of my sales. These are sales I've earned by writing millions of words and publishing 18 books (or 22, on Amazon and Kobo) rather than via promotions and advertising. Luckily, I love to write.
Back in 2015 there were plenty of snake-oil merchants out on the web trying, and too often, succeeding, in selling aspiring authors dubious keys to success, with their books, seminars, and package publishing deals. They're still out there today in force. It's a good business apparently. Much more lucrative than writing books. And with the traditional publishing business laying off so many people, those refugees also out there trying to make a living as freelance editors, cover artists and promoters. Plus, as I may have mentioned before, there seems to be a trend to try to make self-publishing into mini-trad publishing by guilting author/publishers into thinking that they have to follow all the steps traditional publishers do in getting a book published, except that the authors have to pay for it themselves. So, as I said above, the fundamental things still apply here as well. There's a sucker born every minute, usually an aspiring author, and one should never give a sucker an even break. The hucksters never do.
So to sum up what I've seen in indie-publishing over the last ten years, the fundamental things are still applying. If you choose to get into freelance fiction, either in traditional or indie-publishing with the idea of making a long term career of it, you are going to be sadly disappointed. Indeed, if you get into indie-publishing expecting to make money, you will be sadly disappointed. But, if you expect to lose money doing it, you'll be pleasantly surprised by how much you can lose, especially if you follow all the advice floating out there about how to succeed in indie-publishing. Just about the only people who succeed in indie-publishing are the hucksters, a business many authors switch to as soon as they have a little success. They know where the money is in this business.
However, if you write and then publish your work as a creative endeavor first and foremost, and enjoy the creative endeavor, you will find it very rewarding. Though you might not see any reward in your bank account.
Some final thoughts in a week or two. In the meanwhile:
The ebook version of The Darval-Mers Dossier is now available for pre-order on Amazon for $2.99 for a June 5th 2025 release.
The free versions from Google, Smashwords, Apple, B & N, Kobo and various other ebook stores will be released on that date, or before. Stay tuned for their release date. Audiobook versions will follow shortly after the ebook. A paperback version will also be released on June 5th or before as well. Price to be determined by final page count.