5 Things I’ve Learned About Self-Publishing in the Last 5 Years

Signing at the Monte Cristo Bookshop in 2012. Photo by Kate Randall.
Signing at the Monte Cristo Bookshop in 2012. Photo by Kate Randall.

Today marks five years since I started self-publishing, when I hit publish on my award-winning short story, “Moon Prayer.” To this day I still get that feeling of anticipation and excitement when I publish a new book. It’s a feeling that never gets old, one that I think will be familiar throughout the rest of my career. It’s crazy to think that five years is such a short and long time; it’s only a blip on the timeline of a lifelong career, but it’s also the hardest period when starting a new business. And I’ve accomplished a lot.

In the last five years, I’ve:

  • published nine novels, with my 10th coming out next month
  • been signed by a small press publisher (now closed)
  • done several signings at book stores
  • made a lot of lifelong friends
  • done several interviews—including a podcast

Since I want to look back on posts like this, I’d also like to mention what I’m currently working on:

  • My 10th novel, standalone NA romance Just One More Minute, comes out November 18th. It’s part of a duology; the other book is a standalone about another couple.
  • Throughout the next couple of months, I will be writing and editing the fourth book in my rockstar romance, the South of Forever series. I hope to release it in early 2017.

I’m extremely proud of everything I’ve done in the last five years, and I know that the next five will be just as fun. I’ve learned many things so far, but here are a few of the most important.

Self-Publishing is an Agile Business

In this industry, change happens quickly. No one knows the formula to an overnight success, and what catches fire in the market changes with the wind. Billionaires, for example, are out, but small town farmers are totally in. You can write to market or you can write what’s in your heart and wait for the market to catch up. (It will eventually.) In that same sense, marketing tactics come and go, too. Amazon could tweak one algorithm tomorrow and your marketing plan could come crashing down.

It sounds kind of awful, and though it can be, it’s mostly exciting. I’m always looking forward to what changes will occur in indie publishing. New markets are opening all the time (see Joanna Penn’s comments on the booming industry in India and Nigeria), and people and companies are forging ahead with some really cool storytelling innovation (like Radish and Night Vale).

Good or bad, you have to be ready to pivot and apply everything you’re learning to what you’re doing in the trenches. Sometimes I’ve had to make decisions on a whim based on new information. This business has been one of the most exhilarating things I’ve ever done.

Publishing Exclusively With Amazon is Super Risky

You know how your grandma always said “Never put all of your eggs in one basket”? She was right.

Before I started building my empire, I was a web designer. I ran workshops and did presentations all the time, where I advised clients not to rely on free websites or social media—they needed their own domain where they could control everything. Facebook, for example, could change their terms of service at any time, completely destroying everything my client had built. With their own website, though, they owned their content and held the keys.

When I came to self-publishing, I applied this same philosophy to the retailers I sold at. Being wide—avoiding programs like KDP Select—put the control in my hands. Many a horror story has been told on Kboards about authors who were Amazon-exclusive and one single algorithm tweak brought their income to a screeching halt. Kindle Unlimited can be great to get a new author started—you can make a lot of money in a short period of time—but it’s not a good long-term business plan.

If I was a brand new author just starting out, I would release a trilogy straight to KU. After 90 days, I would go wide and stay wide. Then I’d repeat it with my next series. As I started seeing income rise at the other retailers, I would start publishing directly to all of them—skipping KU entirely.

Setting Up Multiple Honeypots is a Great Way to Maximize Your Income

For the longest time, I was lucky to make $10 a month at Amazon. I was publishing short stories, which I later discovered aren’t the best length for steady sales. However, even with shorter works, when I published consistently, I was able to make at least $10 a month at each of the retailers. This multiplied my income, especially once I joined Kobo’s promotions email list (which is now a tab built into the KWL dashboard for select indie authors).

Each retailer has really great assets. Finding and leveraging those strengths to your advantage is the key to success. For example, distributors like Draft2Digital and Smashwords have reps from Apple and Barnes & Noble that will merchandise your books. I’ve even heard of authors who publish direct being contacted by reps and having their books featured. And Kobo’s promotions, as I mentioned, are a fantastic tool for reaching more customers.

But having honeypots doesn’t just mean being wide. It also means finding related streams of income, like writing nonfiction, speaking, and teaching. I even know indie authors who are also ghostwriters. Another honeypot is doing signings, conventions, book festivals, craft fairs, and art shows. Basically anywhere there’s going to be a crowd of people willing to spend money. There are so many avenues and opportunities—especially in this exciting digital age.

It’s Ridiculously Easy to Burn Out Really Quickly

All of this excitement can easily become overwhelming. After all, indie authors have a lot of work to do on any given day, and that can become stressful. It’s even worse when you get a case of comparison-itis. I often find myself comparing myself to other self-published authors, wondering “How come I’m not making a living?” and “Why can’t I write that fast?”

This is why it’s super important to do two things on a regular basis: put things into perspective, and fill the well.

You can’t compare yourself to someone who’s been writing for decades, for example. I catch myself wondering why I’m not more like Tarryn Fisher or Colleen Hoover all the time. In reality, they’ve been self-publishing much longer than I have. It took me a few years to find my voice and niche—I only just started consistently releasing a series last year—so realistically I’m at a completely different place.

I used to try to jump straight from one project to another. It took me some time to figure it out, but I’m much more productive if I take some time off in between and fill the well. This can mean reading a couple of books and binge-watching a series on Netflix. It’s especially beneficial if I just focus on relaxing.

It’s also important to write a business plan and keep strict business hours. I revise my business plan every six months or so, and usually write a separate marketing plan for each book. I only work Monday through Friday from 9am to 5pm. It took me a few years to realize that even though I wanted to work a lot of hours and even enjoyed it, those long days were wearing me down. Occasionally I break this rule—like when my publisher closed or when I wrote a novel in two weeks. Otherwise, I’m super careful about how many hours I put in—especially since I have a chronic illness. YMMV.

Writing Doesn’t Have to Be a Solitary Career

The best thing that’s happened to me in the last five years was hooking up with other authors who write in a similar genre. I met J.C. Hannigan back in the day when we were both aimlessly blogging through our twenties. After a few years of me harassing her, she came over to the dark side and started self-publishing too. I call her my “work wife” and love her to pieces. I also happen to adore her books! For a long time, I was pretty much on my own, but when she started self-publishing, I was thrilled to finally have someone I could really talk to.

I met my critique partner, Molli Moran, on Twitter. I liked her a lot right away and fell in love with her books. We chatted more and more frequently, sharing story ideas and marketing tips. Eventually we started swapping manuscripts for beta reading, and it was a perfect fit. It only made sense that we become critique partners.

With these two lovely ladies and the sweet Rebecca Paula, I co-founded Romance Readers Anonymous on Facebook. Just the simple act of coming together to do something nice for our readers keeps the ugly loneliness away, but we also bounce marketing ideas and plots off each other. Our group is so lovely in the sense that we respect and take care of each other. Recently we all realized we were a little overwhelmed and decided to make October a roll with it kind of month, rather than scheduling themed posts and games. It’s so easy with these three ladies and I’m so grateful to have them in my life. Eventually we have got to have a meetup!

The last five years have been quite a ride, but I’ve far from reached my destination. In the next five years, I hope to:

  • be making a full-time income ($5,000 a month is totally all right with me)
  • publish at least two memoirs (one about my chronic illness and the healthcare system, the other about PTSD and the mental healthcare system)
  • have several series in genres ranging across YA, NA, and adult fiction
  • train Dragon or some other speech-to-text program so that I can save my poor wrists 😂
  • be losing my mind because maybe I’ll be trying to write books while raising babies

It’s all within reach, because the magic is already inside of me.


Thank you so much to all of my readers, family, and friends for your unwavering support and love throughout the past five years! This journey has never been easy, and many have doubted me—including myself—but your faith has carried me through. As a thank you for being there, I will be sending my email list a FREE copy of “Moon Prayer”—that award-winning short story that I self-published five years ago.

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