Write. Publish. Repeat.

1. Write. Publish. Repeat. Is the Core Loop

Write great stuff, get that great stuff out into the world, connect with your readers, and then do that same thing over and over and over again.

Simple, powerful formula. The fundamental path to success in indie publishing boils down to this core loop. It's not about one-hit wonders or magic tricks, but consistent, dedicated effort applied repeatedly. This process builds momentum and a sustainable career over time.

Accumulation of assets. Each book you write and publish is an asset. The more quality assets you have in the marketplace, the wider your reach and the greater your potential income. Success comes from the accumulation of these small wins, not a single blockbuster.

Focus on the process. Don't get fixated on immediate results from a single title. Embrace the cycle of creation, release, and engagement. This iterative process allows for continuous improvement and builds a loyal readership one book at a time.

2. Treat Your Writing Career Like a Business

If you're willing to think of your writing career as a business rather than purely an art, this book is for you.

Art meets commerce. While writing is an art, self-publishing requires you to be a businessperson. You must think of your books as products, your readers as customers, and your career as an enterprise that requires strategic planning, investment (of time and sometimes money), and management.

Business mindset essentials:

• Set regular work hours and stick to them.
• Set production goals and deadlines.
• Manage expenses and invest wisely (e.g., covers, editing).
• Analyze results and make data-driven decisions.

Avoid hobbyist pitfalls. Treating writing solely as a hobby means waiting for inspiration, lacking structure, and making emotional decisions about production and marketing. A business approach provides the discipline and framework needed for long-term growth and profitability.

3. Build Your Own Platform, Especially Your Email List

You need to build yourself an e-mail list, and do some form of e-mail marketing. Period.

Control your destiny. Relying solely on third-party platforms like booksellers or social media is digital sharecropping. These platforms can change rules or disappear, leaving you disconnected from your readers. Owning your platform, primarily your website and email list, is crucial.

Email is non-negotiable. An email list provides a direct, reliable channel to communicate with your most interested readers. It's the most effective tool for announcing new releases, building relationships, and driving sales.

• It's not subject to algorithm changes.
• It's not owned by someone else.
• It allows for personal, direct communication.

Start building now. Set up a website (a self-hosted WordPress blog is recommended) and create a compelling offer for readers to join your list (e.g., a free short story, bonus content). Include calls to action in all your books and online presence.

4. Understand and Leverage Product Funnels

In our opinion, putting your work into product funnels is the very best and most important thing you can do to increase your sales, assuming you've created an excellent and professional-looking family of products.

Guide the reader's journey. A product funnel organizes your books and content so that one piece logically leads to the next, guiding readers from initial discovery to becoming loyal fans who buy your entire catalog. It's about making it easy for interested readers to consume more of your work.

Funnel structure:

• Wide top: An easily accessible, often free, entry point (e.g., first book in a series, a short story).
• Narrowing middle: Subsequent books or content that build on the entry point.
• Bottom: Bundles or premium products offering significant value at a discount.

Psychology in action. Funnels leverage principles like "it's easier to keep a customer than gain a new one" and "each time someone says 'yes,' the next 'yes' becomes more likely." A free entry point is an easy 'yes' that primes readers for subsequent purchases.

5. Marketing is About Connection, Not Manipulation

Marketing is about offering things a certain section of people want, then finding the best ways to let those people know those things are available, priced at a fair exchange for them.

Ethical exchange. Forget the image of sleazy salespeople. Effective marketing is simply connecting people who want what you offer with your product. It's about informing, enticing, and facilitating a mutually beneficial transaction.

Market like a lover. Build genuine relationships with your readers. Listen to them, engage with them, and show them you care. This fosters loyalty and turns readers into advocates who market for you through word-of-mouth.

Be human in communication. Whether through email, social media, or direct messages, communicate authentically. Share parts of yourself, be honest, and avoid generic, corporate language. People connect with people, not brands.

6. Professionalism is Non-Negotiable for Indie Authors

If you do everything you can to put your best face forward to potential readers, your books will become more or less indistinguishable from those with a Big Six pedigree.

First impressions matter. Readers don't inherently dislike self-published books, but they dislike unprofessional ones. A sloppy presentation signals low quality and drives readers away before they even read a single word of your story.

Key areas for professionalism:

• Cover design: Invest in a professional cover that matches genre expectations and stands out.
• Editing: Hire a line editor and proofreader. Self-editing is not enough.
• Formatting: Ensure clean, consistent formatting for all platforms.
• Product descriptions: Write compelling, error-free descriptions that sell benefits.

Avoid the "indie stink." Don't give readers a reason to dismiss your book based on appearance or basic errors. Aim for a presentation quality comparable to traditionally published books.

7. Reviews Provide Essential Social Proof

Make no mistake: Getting adequate positive reviews of your work is critical.

Social validation. Reviews act as social proof, showing potential readers that others have read and enjoyed your book. A sufficient number of positive reviews builds trust and encourages new readers to take a chance on your work.

Review thresholds:

• 0 reviews: Looks unproven.
• 1-9 reviews: Needs a high average to overcome hesitation.
• 10-99 reviews: More established, but average still crucial.
• 100+ reviews: Proven, allows for slightly lower average.

Encourage, don't manipulate. Ask readers to leave honest reviews (include CTAs in books, ask email list). Offer incentives like review copies of future work to readers who have a track record of reviewing, but never pay for or fake reviews.

8. Have Guts and Embrace Calculated Risks

Taking acceptable risks is a key ingredient for success.

Courage in uncertainty. Success often requires taking action despite the possibility of failure. Don't wait for certainty; understand the potential downsides, assess if they are acceptable, and move forward with conviction.

Examples of calculated risks:

• Trying a new genre or writing style.
• Pricing a book higher than the market norm (if justified by value).
• Investing in advertising or professional services.
• Making a profitable book free to drive funnel traffic.

Learn from setbacks. Not every risk will pay off. View failures as learning opportunities that inform future strategy, rather than reasons to give up. Sean and Dave's 99-cent experiment, though financially disappointing, taught valuable lessons.

9. Do the Work Consistently and Relentlessly

People who do the work succeed. People who don't fail.

Effort trumps talent. While talent helps, consistent, disciplined effort is the primary driver of success in self-publishing. Don't wait for inspiration; establish a regular writing schedule and stick to it.

Build momentum:

• Write daily or at least 5 days a week.
• Write fast to outrun your inner critic.
• Set word count goals and deadlines.

Simple but not easy. The steps to success are simple (write, publish, connect), but executing them consistently requires discipline and perseverance. Embrace the grind and focus on putting in the hours.

10. Over-Deliver Value to Your Readers

If you're awesome to your readers, they will want to read more of your stuff.

Exceed expectations. Don't just meet reader expectations; consistently exceed them. This applies to the quality of your writing, the professionalism of your presentation, and the value you provide through your content and interactions.

Examples of over-delivering:

• Writing longer, more substantial books than expected (like this one).
• Providing bonus content or freebies to your email list.
• Engaging personally and generously with fans.
• Bundling books at significant discounts.

Foster loyalty. Going the extra mile builds strong bonds with readers, turning them into true fans who are eager for your next release and become your best marketers.

11. Ignore the Noise and Focus on What Matters

You will be judged, or you will be ignored.

Tune out distractions. The self-publishing world is full of noise: fleeting trends, algorithm changes, piracy fears, negative reviews, and unsolicited advice. Learn to identify what truly impacts your core strategies and ignore the rest.

Focus on core activities:

• Writing more and better books.
• Building your email list and connecting with readers.
• Refining your funnels and calls to action.

Develop resilience. Don't let negative reviews or criticism derail you. Understand that not everyone will like your work, and that's okay. Focus on pleasing your ideal readers and staying true to your brand.

12. Think Long-Term and Anticipate Change

A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.

Stay ahead of the curve. The indie publishing landscape is constantly evolving. Don't just react to changes; anticipate where the market is heading by observing trends in technology, reader behavior, and platform developments.

Strategic foresight:

• Diversify beyond a single platform (e.g., Kobo, Apple, direct sales).
• Explore new formats (e.g., audiobooks, mobile-first content).
• Consider related income streams (e.g., speaking, consulting, merchandise).

Adaptability is key. Be willing to re-evaluate even successful tactics if they no longer serve your long-term strategies. Your career is a marathon, not a sprint, and positioning yourself for future opportunities is paramount.

Last updated: May 6, 2025