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.

Getting Started In Indie Pubbing (or Good God, what have I gotten myself into?)

By Steven Womack

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Maybe you’ve written your first novel (or second or tenth, whatever) and you’ve taken three years to query every agent on the planet and haven’t gotten even a nibble.

Or maybe you’ve been in this business a couple of decades and published two dozen novels, all of them with modest midlist advances and now out-of-print and not making you a penny. And you’re getting older, and all those years writing novels were years you weren’t piling money into a 401(k) or a company pension, and now you’re scared as hell you’re going to be eating cat food in your dotage.

Or maybe you’ve had some success, made some pretty good money from time to time, but you feel like you’ve been thoroughly abused and taken advantage of by publishers (don’t laugh; it happens). And you’re tired of arguing with editors and having covers you hate shoved down your throat, not to mention the complete lack of marketing, promotion and support (unless you’re a best-seller, in which case you don’t need it).

 So you listen to a few podcasts and read a few blogs and there all these stories of writers taking control of their careers, writing what they want, with covers they love, and succeeding beyond their wildest dreams. You’ve heard of this guy Mark Dawson, who sells a huge, sprawling extensive bunch of courses under his “Self Publishing Formula” brand. And you’ve heard about that fellow in northern Wisconsin who blogged that he made a hundred grand in three weeks selling his self-pubbed titles on Kindle.

And you hit the “Yeah, I’ll take your cookies” button on a few websites you visited and now your Inbox is flooded with emails every day offering to sell you courses on how to be a successful self-publisher or even offering to do it all for you—for a price.

It’s too much. Overload, fuses blown…

Time to take a deep breath and relax.

Like everything in life that’s overwhelming (and the older you get, the more of life that encompasses), sometimes it works to stop staring slack-jawed at the big picture and just break off a little chunk of it and see if you can handle that.

So if you’re trying to build a career as a writer, what’s the best chunk to start with?

The first step goes without saying: you’ve got to write a good book. I won’t spend much time discussing that, but remember—without a story that works, characters that are compelling, writing that leaves you wanting to turn to the next page even if it’s past your bedtime, everything else in the process is for naught.

So given that you’ve done everything you can to meet that first requirement, what next?

You also have to realized that writing, editing, marketing, book design, cover design—all the components of the process—are completely separate skill sets. Just because you’ve written a book doesn’t mean you can edit it or design a good cover for it. Indie pubbing your own work means, first of all, making a series of choices as to which skill sets you’re willing to learn and which ones your going to pay someone else to do.

So one consideration becomes: how much money do I have to put into this?

If money’s not an issue (is that even possible???), then you can write your book and pay somebody else to complete the process. There are perfectly legitimate companies out there who will do a good job for you (BookBaby being one of the more prominent), but plenty of others who are just blatant rip-offs. Do your due diligence.

Say, though, you don’t have unlimited resources and your biggest asset is the sweat equity you’re willing to put into this. Each person’s professional and life experience is different. For instance, I spent a decade working in publishing art departments, mainly as a typesetter and running an in-house art department. I’ve either actually typeset or supervised the typesetting of hundreds of books, so I’m pretty comfortable with interior book design and formatting.

Would I touch a book cover, though? Not a chance. I wouldn’t know good graphic design if it ran up behind me and bit me on the keister. A good cover designer is worth every penny you pay them, and more.

Editing? In my life, I’ve written literally millions of words. Do I trust myself to edit them? Hell, no. In the last Music City Murders novel I published, my biggest single expense was paying an editor to make sure the manuscript was in the best shape possible. I’m even glad someone’s going to be looking over this column before you see it.

That’s enough for now. I hope this has given you something to think about as you ponder your own indie pubbing journey. Next month, we’ll do a deeper dive into the steps of this process. Stay tuned…

Making Your Plan

By Dale T. Phillips

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“The moment one definitely commits oneself, then providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now.”

Sometimes attributed to Johann Wolfgang von Goethe (though it may be someone else’s)

Since success is far more likely when you have a good plan and follow it, you’ll want to work on this critical part a bit. Realize that the plan will likely change along the way, and that’s okay, as various life events and opportunities arise, especially if you have schedules, which you should. The plan needs to be recorded in some format: I use basic office software spreadsheets. Writing down things makes them real, and sets it more firmly in your mind. Charting your progress keeps you focused and motivated. Do what works for you, and make it easily accessible, because you’ll refer to this frequently, to keep following the plan. 

The plan isn’t hopes or simply dreams, it’s achievable goals that are within your power. You can certainly write down your dreams, or incorporate them as part of a Vision Board, but your plan is doable steps to success. Winning awards, selling 100 thousand copies, being on Oprah, these are outside of your control. What is within your control is easy: what you’ll produce, by when, and how you’ll get it out to the world, and what other steps you’ll take. All while you’re learning more and creating your business. Work by work, win by win, you set each foundation stone to build that house of success.

Series

Series are a great way to get more books out quicker, as you don’t have to rebuild the novel world each time. They’re more likely to get you repeat readers and build your fan base. One writer I know is a smart cookie who has all the keywords and ad campaigns down, knows some of how to market, but all five of his novels are in different genres with no connection. A reader finds one of his books they enjoy, but nothing else like it by the same author, so sales are one-offs. That’s why the books don’t sell, but he doesn’t do anything about it, except gripe about how they’re not selling. So he’s discouraged and wants to give up. People buy my entire mystery series, because when they find a fictional world they like, they enjoy returning to it again and again. Remember, there are many series which survived past the demise of their creator, because people enjoy those worlds, even when written by others. One reason why fanfic is so popular. 

Stories

If you can add stories and collections to your output, that gets you to success quicker. Each story publication is another showcase ad for you when it comes out, as well as a chance for more promotion (and some form of payment). They can be finished and published quicker than novels, and serve as good credit-building. They get you through the long haul between books, and keep you going, a refreshing change of pace from the long grind of a novel. If you get a story into an anthology or collection with other writers, there are good connections to make. Having a book of your stories is a good resume addition, and an inexpensive way for new readers to find you. More in the store! 

Start with making a goal of writing one story a month. At that pace, you’ve got enough in a year and a half to Indie publish a couple of collections. That lets you easily get into the publishing process, and puts some product up, apart from one novel or two. It helps to get the ball rolling. Momentum is nice to have. It’s good to keep a list of ideas and titles for future works, be they novels, stories, or whatever. If I need an idea for a targeted anthology story or get stuck on what to write, I look at the ideas and titles I’ve recorded to see if anything sparks me to begin on that. I always have material to write.

For the master plan, break it down into large segments. First, what you expect to have done by a year from the start date. You can do a lot in a year, more than you think. Second, what you’ll have done three years from now. That gives you enough time to put out some quality work that will get you noticed. Then a future date, by which you’ll have done enough to be successful. Say five to seven years, by which you’ll enough good novels written and published, and a lot of stories. More than many writers. 

Then detail each time segment in your plan, making milestones and goals. First year, first book. Say fifty thousand words, a short novel, only one thousand words a week. When you get to five thousand words, that’s a major milestone— your first ten percent! Hitting these milestones makes you feel like you’re really progressing, and keeps the momentum. As studies show, setting specific intentions greatly increase your chances of success.

Then the other details— how will the book be edited: critique group, beta readers, editor? Have you started on those parts yet? If not, set a period of time to research, and put that in the schedule. If you haven’t done it, it may be difficult to estimate, but it’s good to rough out some sort of time frame, even if preliminary. Remember, you can adjust the plan later as more information becomes available. Set a reasonable time for editing, especially if this is an early novel, which may require some restructuring and story work. One of the great aspects of the Indie world is that you don’t have to publish a book until it’s ready. There have been a number of occasions where I wanted a book done by a certain date, but it needed more work, so it got delayed. Don’t publish until it’s good, but don’t spend eternity on it, either. Get work out rather than let it sit for too many years unpublished. 

Publishing

Apart from editing, do you know how to publish? Print, ebook, audiobook? Do you have a cover artist and know how to format? Do you know what platforms you’ll distribute on? Do you have all your marketing materials planned out? Do you know the other aspects of what comes after? If not, set periods for research. Ebooks can be published quickly, as soon as they’re ready. Print needs more formatting, and time to order a proof copy to verify it looks like it’s supposed to. Audiobooks need to be produced, and take the longest time. Adjust plans accordingly, and if you don’t know, just put a guesstimate or TBD (To Be Determined) in the time frame for now.

Definitely set the schedule for learning, and not just the publishing knowledge you’ll need. Can you absorb a new craft book on writing every 3-4 months? That gives you a few every year, and helps you improve much quicker. Plan on a course, online or in-person event every year, on some aspect of your writing that needs improvement. For that, I recommend at least one live writer conference a year, where you can learn a great deal in a few days. Budget for it, because they’re invaluable in advancing your writing career and making connections with other writers and fans.

And that’s just the start. See what I mean about how most people don’t get that far? It’s daunting to think about all you have to know, in addition to the writing. It took me about two years to learn enough of what I needed to publish my own books and break out as full Indie. Then I just took off and didn’t look back, though I’m still always learning. It does get easier as time goes by, because once you’ve acquired certain knowledge, you don’t have to relearn it.

Getting There

By following a good plan, in three years, you can be set on your success path quite readily. You’ve got some good books published, maybe some other material as well, you have your marketing material all prepared, you know how to contact libraries and bookstores, you’ve learned a lot. You’ve learned how to take feedback and have some trusted advance readers who will help. You’ve got some reviews and been interviewed a few places. After you get many of the preliminaries out of the way, plan to step up your production. Since you need less research time, put it into making your books awesome. 

And the next few years after that should determine how well you’ll do. If you’re always moving forward, making plans and achieving goals, producing good work, you’ll be surprised at how much you can accomplish. 

My original plan was to get a good start on success with ten good novels, ten story collections, and one hundred published stories. 

And that’s just the beginning! 

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Dale T. Phillips has published novels, story collections, non-fiction, and over 80 short stories. Stephen King was Dale's college writing teacher, and since then, Dale has found time to appear on stage, television, radio, in an independent feature film, and compete on Jeopardy (losing in a spectacular fashion). He's a member of the Mystery Writers of America and the Sisters in Crime.