The Indie Pubbing Journey Continues—Part Four: Navigating The Distribution Maze

By Steven Womack

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So you’ve written your book, rewritten your book (any number of times), and like the good little professional you aspire to be, you’ve paid an outside copyeditor to get the book in the best shape it can possibly be. You’ve studied the market, maybe queried a few agents (most of whom never even responded), done your due diligence, and decided that in today’s publishing environment, your best bet is to go the indie route.

You’ve done a deep dive into the freelance market that’s sprung up in the last decade to serve the needs of indie pubbers, and you’ve found a cover designer you absolutely love. You’ve either chosen an app to format your book or you’ve decided to spend the bucks to outsource the technical stuff.

Little by little, piece by piece, your dream is coming together. You can see the finish line—pub date—and you get a shaky, excited feeling deep in our gut that this is finally becoming…

Real.

Hundreds of hours of work, planning, following months or even years of writing your book. You’re excited, but at the same time, exhausted emotionally and maybe even physically. But you’re nearing the end, right? The finish line’s in sight.

Hold your horses, cowpokes. The reality is, you’re just getting started.

You think writing that book was hard? Try getting the book out there, grasshoppah…

This month’s installment of This Crazy Writing Life is going to—as the head of IT at the film school where I used to teach often said—start to start the process of getting your book out there. There are two main avenues by which you’re going to get your book into the hands of readers: eBooks and print books.

We’re going to start by tackling the question of eBooks, since as we established in an earlier edition of this column, that’s how you’re going to reach the largest number of readers and bring in the largest number of bucks. And in the world of eBook distribution, there is only one question to answer which will determine your eBook distribution strategy.

Are you going to go wide or are you not going to go wide?

What does that even mean, in English?

Okay, time for another [brief] history lesson. As the eBook revolution ramped up in earnest in the first decade of the 21st Century, there was a certain wild west feel to it. There was the Kindle e-reader from Amazon, then Sony came out with the Sony Reader in 2006, and Barnes & Noble came out with the Nook in 2009. So there were three different mainstream e-readers out there, each with different specs and technical requirements.

Then a whole slew of eBook distributors came online. There was Amazon (of course), and then Apple got in the game, followed by Rokuten Kobo, which is a Canadian eBook retailer owned by a Japanese company, known primarily as Kobo. Over the years, scads of other companies emerged as eBook retailers, distributors, or publishers—Tolino, Barnes & Noble, Overdrive, Books-A-Million, Hoopla, etc. etc. etc.

It was a complicated landscape. The administrative load alone to distribute through all these channels was overwhelming.

So in 2008, a book marketing guru, publicist and novelist by the name of Mark Coker rolled out a company called Smashwords, which was the first eBook aggregator. Coker’s groundbreaking and innovative approach brought all these varied distribution outlets into one place. Now indie pubbers could sign up with Smashwords, pick the outlets they wanted to distribute to, and then upload one file to one place, rather than one file to fifteen places. Coker also wrote a number of reference guides on formatting eBooks to meet all the technical needs of the various distributors and did all the accounting and setup. They created tools and guides to help indie publishers navigate this complicated landscape. Smashwords uploaded to the outlets you picked, tracked incoming payments, even did tax reporting and bookkeeping, and distributed payments out to the individual authors and independent publishing companies, all for what was actually a reasonable and fair cut of the earnings.

Coker’s idea—and Smashwords—was wildly successful. Within a few years, they were distributing hundreds of thousands of eBooks.

In 2012, three young entrepreneurs—Kris Austin, Aaron Pogue, and Toby Nance—decided it was time for Smashwords to have a little competition. So they opened Draft2Digital (often shortened to D2D), headquartered in Oklahoma City. D2D took a similar approach as Smashwords, but streamlined some of the processes and offered up a competitive set of user-friendly tools to help indie author publish their books with enough time and energy left over to write more of them.

Ten years later, in 2022, Draft2Digital acquired Smashwords in a friendly deal that kept Coker on board as part of the team. Today, D2D is the 800-pound aggregating gorilla in the indie pub space.

So that, in a nutshell, is going wide. Get your book out there in as many different channels as possible and just wait for the tsunami of bucks headed your way.

What’s the alternative? And why would anyone want to consider it?

Enter Amazon, the exciting, attractive, funny, smart, creative person you’ve always wanted to date but found incredibly high-maintenance. In July 2014, Amazon rolled out Kindle Unlimited, a subscription service that for $9.99 a month gave you unlimited access (with a few restrictions) to Amazon’s entire library of books and audiobooks—as long as those books were enrolled in Kindle Select (in typical Amazon fashion, nothing’s ever easy or simple; if you’re an author you have to enroll your books in Kindle Select in order to get them into Kindle Unlimited). Think of it as Netflix or Spotify, only for books.

There isn’t time or space here to go into the convoluted history of the Kindle Unlimited program. If you’d like to do a deeper dive into that, here’s a link to an excellent article:

https://www.hiddengemsbooks.com/history-kindle-unlimited/

The important thing to remember is that the way KU paid authors has evolved over time. The first payment method was rife for scamming and bad behavior. Amazon tackled that and went into a second generation of KU and now they’re in the third. But basically, in laymen’s terms, when you check out a book in KU, there’s a little widget or something inside the file that enables Amazon to count the number of pages you’ve read (well, hello there Big Brother) and authors are paid a fraction of a fraction of a cent for each page.

Five or so years ago, when I decided to dip my toes into indie pubbing, I chose what I thought was the obvious best route. I created a D2D account and listed all my books on every channel possible. Then, not knowing any better, I started buying Amazon ads and BookBub ads (more on that in future installments) and promoting them on social media and my meager newsletter subscriber lists and doing everything I thought would move books.

The result? Bupkis…

Oh, occasionally I’d sell a book here and a book there, but it’s the understatement of the day to say I was disappointed.

A couple of years or this and I was really burning out. So I reached out to an acquaintance, a fellow Edgar winner who, like me, wrote books set in New Orleans. Julie Smith and I both came into print about the same time, were publishing at about the same level, and encountering the same career struggles. Where our paths diverged was when Julie fully embraced the indie publishing movement in the early days of the eBook revolution and turned her career around.

She began publishing under her own imprint—booksBnimble—and brought back her backlist and later new work. Then she branched out and started publishing other writers. A few years later, she opened up a book marketing division to help indie pubbed authors. I reached out to Julie and after careful thought, signed on with her company.

Julie’s got a marketing plan that won’t work for everyone. Standalone books are a tough sell, as are literary books, nonfiction, and memoirs. But if you’re writing genre novels—romances, mysteries—and you have a series with at least three books, then they’ve got a plan for you.

When she takes you on as a client, you’ve got to get with their program. And the first step is to pull your books down from every distribution channel and enroll them in Kindle Select. This sounds counterintuitive, but truthfully, within a couple of months, I was grossing four figures a month.

I’m running out of space here, but the moral of the story is, don’t discount Kindle Select/Unlimited just because you don’t like Amazon or think you’ll get better results with a shotgun approach. In next month’s issue of This Crazy Writing Life, we’ll take a deeper look into how you make all this work. Thanks again for playing along.

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Decades ago, when I lived in New Orleans and was a newspaper reporter during the first term of the wonderful Edwin Edwards, I learned a great local term: lagniappe. Lagniappe means “just a little something extra; a bonus.”

So here’s your lagniappe for this month’s column. I just read a fantastic book called Love In The Time of Self-Publishing: How Romance Writers Changed The Rules of Writing & Success by Christine M. Larson. It’s simultaneously a history and analysis of how publishing has changed since the 1980s and how romance writers were the first ones to understand these changes, adopt them, and beat the big publishers at their own game. Dr. Larsen is a professor of Journalism at the University of Colorado Boulder’s College of Media, Communication and Information, but don’t hold that against her. The book’s a bit academic at times, but it reads like a well-written story, one we’re all still right in the middle of. It’s well worth the time to read.

Three Rules for Creating Cozies that Stand Out in the Crowd

By Lois Winston

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Life’s journeys are rarely along a straight path. The same can be said for our writing journeys. I began my career firmly entrenched in the world of romance. Then, one fateful day, I received a phone call that changed my life. My agent asked if I’d be interested in writing a humorous crafting-themed mystery series featuring an amateur sleuth. She knew an editor looking for one. My agent went on to say that she thought I’d be the perfect person to write such a series because I worked as a crafts designer for various publications and manufacturers, and my award-winning first novel, Talk Gertie to Me, was a humorous fish-out-of-water tale.

The closest I’d ever come to writing mystery was my three romantic suspense novels. However, there’s a huge difference between mysteries and suspense. Also, I wasn’t someone who had grown up reading Nancy Drew, and it had been years since I’d watched Murder She Wrote. Still, the challenge intrigued me, and I set out to learn all I could about amateur sleuth and cozy mysteries, specifically, those that involved crafts.

Armed with a stack of books from both the library and my local bookstore, I immersed myself in the sub-genre. I discovered that most crafting cozies centered around a craft shop or a group of crafters, such as quilters, knitters, or scrapbookers. Some featured a production crafter, such as a potter or stained-glass artisan. All took place in small towns, and the amateur sleuth always had a sidekick, usually a friend or relative.

Years ago, I’d been told that it’s never a good idea to follow a trend. If I wrote this series, I’d be competing against well-established authors. To succeed, I needed to stand out, and to do that, I needed to think outside the box. What could I do differently that would set my series apart, yet still be embraced by readers of the genre?

This brings me to Rule One: Give a unique spin to your protagonist, her profession, and/or the setting of your series.

I started out by switching up the setting. Instead of a small town, my series would take place in a metropolitan area, a suburb of New York City. Rather than having a sleuth who owned a craft or needlework shop, I’d make my sleuth the crafts editor at a women’s magazine. 

But I didn’t stop there. In the romance genre, clueless heroines are dubbed TSTL, Too Stupid to Live. These are the women who suspect danger is lurking around a dark corner, in a dank basement, or in spooky woods, yet they deliberately turn the corner, descend the staircase, or head for the trees, where they are then usually confronted by an escaped murderer, monster, or serial killer.

As I read through dozens of cozy mysteries, I came across a similar phenomenon—the busybody snoop who is convinced she’s smarter than local law enforcement and will do a better and quicker job of discovering whodunit. I did not want to write a busybody sleuth. Instead, I decided to create a reluctant amateur sleuth, a woman who wants nothing to do with crime-solving but is forced into it by circumstances beyond her control.

Rule Two: Set up an overall situation that will allow the protagonist to make progress toward reaching her goals and resolving her conflicts as the series progresses from book to book.

Writing an ongoing series means the protagonist needs a reason to keep sleuthing. I set the stage in Assault with a Deadly Glue Gun, the first book in my Anastasia Pollack Crafting Mysteries. It opens with Anastasia yanked from her comfortable middle-class existence after her husband drops dead in a Las Vegas casino. That’s when she learns about his affair with Lady Luck. He leaves her with massive debt and a bookie demanding fifty-thousand dollars. 

In each book in the series, Anastasia works at whittling down her debt to keep a roof over her family’s heads. But as she moonlights and takes on side gigs, she keeps running across unsavory characters and the corpses they leave in their wake.

Which brings me to Rule Three: Develop secondary characters that add depth to your series and create additional problems for your protagonist.

I also discovered that in addition to every amateur sleuth needing someone to play Watson to her Sherlock, she also needs to interact with members of her family and her community. However, many of the books I read kept these secondary and tertiary characters to a minimum. The only new characters introduced in each book were always specific to that book’s murder plot and rarely, if ever, appeared again. Throughout my series, I’ve often introduced new characters who have provided ongoing subplots that are intertwined within the mysteries and add layers of depth to the series as they, too, evolve. Not every character appears in every book. They come and go based on the plot of each book, but they’re available when I need them.

Sorry, Knot Sorry, is the thirteenth and latest book in my Anastasia Pollack Crafting Mystery series. In each book, Anastasia continues to be motivated toward reaching her goals and resolving the conflicts that impede her from doing so, and she has continued to grow as a person. But of course, the dead bodies keep coming.

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USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Her most recent release is Sorry, Knot Sorry, the thirteenth book in her Anastasia Pollack Crafting Mystery Series. Learn more about Lois and her books at her website www.loiswinston.com where you can also sign up for her newsletter and follow her on various social media sites.

The Art of Writing Fast (Part II)

By Chrissy Hicks

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In Part I of The Art of Writing Fast series, I discussed the benefits of Fast Writing (both what it is and why it’s awesome sauce!) Now, I’d like to share the “how” behind this technique…

The “How” of Fast Writing

1) You need a plan

Yes—YOU! You need one. Period. Whether you’re a pantser, planner, or plantser, one of the most effective ways to write fast is to have an outline. And before you throw a fit about outlines…ultimately, whatever process works best for you is what you should stick with. Can you speed through a 50,000+ word first draft with no outline and only an idea in your brain? Absolutely. Just because I don’t, or some people find that difficult, doesn’t mean you shouldn’t if you can. However, it does make it a lot easier to provide direction and can help avoid writer’s block if you get stuck somewhere along the way. But it’s not impossible. So yes, this method can work for everyone. However, I still suggest creating an outline. It does NOT need to comprise an elaborate blue print with character worksheets and maps and a play-by-play of every action. But it should at least include a basic 3-act structure. What happens in the beginning? How do things get harder in the middle—what’s the big setback/challenge? And how does it end? You can do this at the beginning, before writing, or you can do it during your writing. Just keep a notebook or other document open on your screen and note what happens in each chapter as you go. This way, when you get to the end, you can review it and see if the structure still makes sense. Or, if you get stuck somewhere along the way, you can review the outline and see if it still makes sense, if you should take a different turn somewhere, or if you notice a pattern or theme emerge that will help you decide what happens next. Whatever the case, a guideline of some sort will only help, not hinder, your progress as you sprint toward “The End.”

2) Figure out how long it will take

Like with any goal, this will require dedicated time, energy, and discipline. Try this exercise to see how long it might take you to complete a novel:

• Set aside an hour where you know you will not be interrupted (turn off your phone/TV, etc…). Lock yourself in a room and ensure you have everything you need (water, coffee, etc.)

• Prep your computer (or notebook/pen) and set yourself up however you prefer to write

• Have a timer ready and set to go off at one (1) hour

• Start the timer and write for an hour. You can write about anything you want, but preferably in the genre you enjoy most (or are most comfortable writing in). You can use a prompt book or prompt generator to get you started. Here are a couple of good ones: 

• Reedsy: https://blog.reedsy.com/writing-exercises/ 

• The Nudge: https://thorncraftpublishing.com/nudge#305d26da-b9cd-4d7d-859d-48335e22ff02

• The 3AM Epiphany: https://www.goodreads.com/book/show/263288.The_3_A_M_Epiphany

• The only rule is DO NOT STOP! If you must (such as, all that coffee you chugged before starting just hit your bladder something fierce), pause the timer and restart as soon as possible. But overall, focus on getting as many words on paper as possible 

• At the hour mark, check your word count. Most programs will have a word count built in, but if doing this by hand, you’ll need to physically count the words

If you’re able to do this 3 times, whether the same day or on 3 separate days, you should have a good average number for your “hourly word count average.” Doing so on 3 separate days will provide a more accurate number, mainly because, if you have one superb day with 3 hours to spare, the words you knock out might not reflect your average word count…thus, spreading out your days will give you a more accurate picture.

My average word count in one hour, without too many breaks, is about 1500-2000 words. Some days are better than others, but that’s about what I’ve been able to achieve. I’m not throwing this out there as a comparison—if you can do much more, that’s awesome! If you came up with much less—no worries! If it’s your goal to achieve a higher word count average in an hour, there’s no better time to practice than now while writing your next book. ( ;

3) Schedule your writing time

Once you’ve got an idea of how many words you can achieve in an hour (give or take), divide that by the word count goal for your book. 

Example: 80,000 / 1500 (avg hrly words) = 53.3 hours. 

For the sake of keeping this simple, let’s say it takes 54 hours for you to write an 80,000-word rough draft. Now all you need to do is look at your schedule and find 54 hours. Easy peasy. 

Okay, so it’s not that peasy. For some people who are currently adulting (i.e., work full-time and have kids and responsibilities, like moi), 54 hours can seem overwhelming. But I guarantee you, it’s not as bad as you think. I’ll bet you can find time to squeeze it in amidst the daily grind. Do you commute to work by train or bus? You could write during that time. Maybe during lunch break? How about after the kids are tucked in? As you study your daily habits and the average day-to-day schedule, you’ll likely find places where you could substitute an activity for writing. If you binge-watch Netflix shows for 4 hours on a Saturday night, cut that to 2 hours and spend the other 2 on writing.

4) Use all the tools (or none of them)

Consider doing word count sprints. Or using a Pomodoro timer while you write. Bribe yourself with treats when you hit word count goals! Example: Once I make it to 30,000 words, I’m getting an hour-long massage. / For every 5,000 words I hit, I’m eating a chocolate chip cookie.

5) Support

Having others support you and your goals is always important. And I hope you have those people in your life. Tell your close friends, your spouse, your kids, etc., that you’re working to accomplish this goal of finishing a rough draft. Doing so will give you accountability, but also (hopefully) show those around you that you’re not ignoring them when you turn down a lunch date or night out. Rather, you’re working hard to complete a project that has a lot of meaning to you. This doesn’t mean you should isolate yourself from everyone and neglect your family (and if you’re Googling things like “At what age can children be left alone before DCS intervenes?” Then you might need to rethink some priorities…). But overall, you’ll likely turn down invites you wouldn’t normally, or be less available during the time you’re focused on speeding through a first draft. It’s good for those who care about you to know what you’re up to. After all, they may be your greatest cheerleaders along the way.

Self-care is another important focus here. It’s easy to lose sight of everything else when you’re hyper-focused on something. But don’t forget to get up, stretch, go for a walk, hit the gym, and take breaks as needed! Your body will thank you for it. If you’re writing the entire draft by hand (bless you), you’ll want to do regular wrist-stretching exercises to avoid writer’s cramp. (In fact, you may want to do these for long periods of typing too…). If you need to schedule in these breaks, then by all means, do so!

If you’ve stuck around for this long, you might be thinking “Hey! Maybe I can do this!” And yes, the answer is absolutely 100% you can. You’ve got the what, the why, and the how. Up next: WHEN and WHERE to Fast Write (in Part III of the Art of Writing Fast series).