What I’ve Learned So Far

 
 
Several months ago, I set up my new manuscript for preorder. I chose a one-month window to allow for a pre-launch marketing blitz. So much has transpired since then. The learning curve looks curiously identical to a child’s growth chart, accelerating with no end in sight. What I’ve learned so far may vary in some ways from other self-published authors, but I’m convinced most of these lessons are universal, regardless of your book’s genre, length or even language.  I hope by sharing, I will help other authors navigate the ever-evolving world of indie publishing. 
 
-Whip your manuscript into its best form before clicking Publish.
Despite having reviewed the manuscript countless times and having others do the same, more errors seeped through than I could have ever imagined. As avid readers ourselves, we’ve all found typos or consistency errors in traditionally published books, marveling that, despite a team of editors, mistakes still remained. The upside of print-on-demand is you can fix the mistakes without much damage done. Before hitting the publish button, give it out to your ARC (advanced reader copy) readers one last time, and fix those pesky hanger-onners.
 
-People do judge a book by its cover. If you aren’t getting the results you want, take a hard look at the basics. This means your cover, blurb, book description and of course, manuscript content. If your efforts aren’t paying off enough to cover your expenses, you need to go back and reassess what you can update and try, try again.
 
-Have the error-free books in hand well before scheduling your launch.  I knew this having read other authors’ horror stories. But, nevertheless, I trusted the promised delivery times and left a wide margin of error. Well, Murphy’s Law kicked in, and my updated, (hopefully error-free) paperbacks were so delayed they would arrive only after the launch. I strongly considered cancelling the event but in the end went ahead. Amazon reimbursed me, and I sold the copies I had, errors and all, at a significant discount, explaining to those who attended what had occurred. It wasn’t optimal, but those who came still purchased the book, happy to have a few dollars shaved off the retail price.
 
-Watch as many online videos as you can stand. There are classes and tutorials for just about everything these days. Find the ones that will help you most. I took classes on Amazon ads and watched videos about launch parties, pricing and options for paperback printers. If you want to learn, it’s all readily available at your fingertips. The more you are prepared, the better likelihood you will have of success.
 
-Keep your initial goals realistic. This is a natural for me. I set my sights at selling 100 books over the summer. For me—a new author trying to gain momentum and exposure during a pandemic—this was a realistic goal. Once I surpassed that, I took a moment (and a scoop of black raspberry ice cream) to bask in the accomplishment and then set a new one. 


-Use what you’ve got to your advantage. Friends, social media, book clubs, and off-line networks develop brand exposure and are vital in this field. I’ve left books in New York curbside libraries, a Colorado book consignment shop and cozy cafés. 
 
-Readers love an inscription.  Believe it or not, what you’ve accomplished by writing, completing and publishing a book is statistically a significant event. People want to meet you, ask questions and have a personal note inscribed in the book they purchase from you. Those people are at the top of your list for future sales of your upcoming releases.
 
-Trial and error may cost you but will also educate you.  I advertised my launch in various places and will now know which ones yielded results for the next one. 
 
-Keep a record of expenses. It will help to determine your actual revenue. This may sound obvious, but many authors are not businesspeople. We want to write, not calculate the bottom line. But like it or not, writing, if you do so for consumers, is a business and needs to be handled accordingly. If you aren’t equipped to do it yourself, ask a family member to help.
 
-Sometimes, to make money you have to spend money. I’m not talking big bucks, but enough to make sure your cover, editing and marketing are in the best shape they can be. Advertising costs can add up but give them a week to perform at a cost you can easily absorb and review the results. If they drive sales, keep them going and perhaps scale up. If they don’t, consider using new ad copy or images. Amazon advertising is the best place to start in my opinion, as they don’t run roughshod over your chosen budget. Also, in contrast to Facebook ads, consumers using the Amazon site are there to buy things, which already gives you a leg up.
 
To sum up, there are days and sometimes weeks you won’t see sales. This can become quickly discouraging, but keep in mind that nothing worth its salt comes easily. So, most important of all, power through and don’t give up!