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.

The Difference Between Passive Voice and Passive Verbs

By Lois Winston

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I began writing fiction nearly thirty years ago. Over the years, I’ve attended dozens of writing conferences, both in the romance genre and the mystery genre. Most of what I learned was invaluable toward advancing my writing career. However, occasionally I’d come across inaccurate information. Such is the case with passive voice and passive verbs.

Once upon a time, somewhere during some talk or on some panel, someone emphatically stated that authors should NEVER use any form of the verb “to be.” That misinformed person said using “was,” along with its brothers and sisters (is, am, are, were, been,) was passive voice and a surefire way to receive a rejection from agents and editors. Like a bad rumor, this piece of writing advice flew from writer to writer, taking on a life of its own, until it became gospel. 

I’d like to set the record straight. There’s a huge difference between passive verbs and passive voice.

Passive voice is when an action is acted upon the subject, rather than the subject acting. The car was driven by Anna is a passive sentence. Anna drove the car is an active sentence. However, Anna was happy to drive the car is not a passive sentence. Anna is expressing emotion. She is acting, rather than being acted upon. Of course, there are more interesting ways to write the sentence to show Anna’s emotions, but that’s a separate discussion.

One of the easiest ways to tell whether your sentence is active or passive is to analyze the position of the subject, verb, and direct object. In active voice, the subject (the one performing the action) will come before the verb (the action), and the verb will come before the direct object (that which is being acted upon.)

There are instances, though, when passive voice is necessary to the unfolding of a story or better suited to the realism of the dialogue. When we speak, we don’t first think whether our sentences are active or passive before uttering them. We just speak them. The same is true when writing dialogue. Manipulate a sentence to avoid passive voice in a conversation between characters, and you often transform snappy dialogue into stilted dialogue. 

For example: Billy ran into the house and cried, “Mom! Come quick. Snoopy was hit by a car!”  This passage accurately illustrates the way a child might respond to a car hitting his dog. Snoopy was hit by a car is a passive sentence because Snoopy is being acted upon by the car, but the child mentions Snoopy first because the dog’s welfare is uppermost in his mind. Also, by placing the last sentence in passive voice, the author is ratcheting up the tension. We don’t know until the very end exactly what hit Snoopy. A stray baseball? A nasty neighbor? A falling tree limb? Although A car hit Snoopy, is active voice, using it lessens the impact of the sentence.

Still squeamish about the use of “was”? After you finish your manuscript, do a search of the word. Check each sentence to see if you can rewrite it to avoid using “was.” If you can, and it doesn’t detract from the pacing, dialogue, or meaning of the passage, do so. If not, leave it. Some “was” are meant to be.

EXCEPT in the subjunctive.

The what, you ask? Subjunctive case or mood is one of the most misunderstood rules in the English language because it runs counter to subject/verb agreement. In other words, if a subject is singular, the verb must also be singular. But not in the subjunctive.

The subjunctive applies to cases of “wishfulness” or “what if” situations. In these cases, “was” becomes “were,” as in, I wish I were taller. “Were” is also used when a sentence or clause uses “if,” “as if,” or “as though,” but only in instances where the statement is contrary to fact. 

Examples include: 
If I were taller, I could see the stage better.
Her twelve-year-old son acts as if he were in kindergarten. 
The maid behaved as though she were queen. 

Because I cannot grow taller, the twelve-year-old is not in kindergarten, and the maid is not a queen, all the statements are contrary to fact, and “was” becomes “were” even though the subjects are all singular.

Keep in mind, though, that the key statement here is “contrary to fact.” “If” statements that are not contrary to fact retain the singular form of the verb. If I was at the store that day, I don’t remember is a correct sentence because the statement is not contrary to fact whether I can recall the event or not. 

So don’t be afraid to use “was” and “were” in your writing but be sure to use them correctly.

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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.