In the realm of independent publishing (indie publishing as we say in the trade), authors are faced with a crucial decision: should they go wide or go narrow when distributing their books? This choice can significantly impact their reach, earnings, and overall success in the highly competitive world of self-publishing. In this post, we’ll explore the key differences between these two strategies and provide insights to help writers make the right choice for their unique goals. (As a side note, I always feel like Jor-El talking to Superman when I say “We’ll explore…” This is from the 1978 version of Superman, my favorite superhero origin story ever. Spider-Man: Into The Spider-Verse is next.)
Going Wide: Expanding Your Horizons
Going wide in the publishing world refers to the strategy of listing your books on multiple platforms, not limiting yourself to a single distribution channel. Prominent platforms include Barnes and Noble, Apple Books, and of course, Amazon. Here are some advantages and considerations for going wide:
- Broad Market Reach: By offering your book on various platforms, you increase your potential audience significantly. Different readers have different preferences, and by going wide, you cater to a diverse range of readers.
- Reduced Reliance on a Single Platform: Avoiding over-reliance on a single platform (like Amazon) can protect your income from sudden policy changes or algorithm updates that might affect your sales.
- Global Distribution: Going wide allows you to reach readers in different regions and markets, increasing the potential for international sales.
- Promotions and Exclusive Deals: Some wide distribution platforms offer exclusive promotional opportunities and deals, which can help boost your visibility and sales.
- Challenges of Going Wide: On the flip side, managing multiple platforms can be time-consuming, and it may take longer to build a substantial readership on each one.
Going Narrow: The Amazon Exclusive Approach
Going narrow, on the other hand, involves exclusively listing your book on Amazon and participating in the Kindle Unlimited (KU) program. My chosen approach for the time being. Here’s what you need to consider when going narrow:
- High Visibility on Amazon: Amazon is the world’s largest online bookstore, making it the go-to platform for many readers. Being exclusive to Amazon can result in higher visibility within their ecosystem.
- Kindle Unlimited (KU) Benefits: By enrolling your book in KU, you can earn royalties based on the number of pages read by subscribers. This can be lucrative if your book is engaging and keeps readers hooked.
- Simplified Management: Managing a single platform is more straightforward and less time-consuming than juggling multiple platforms.
- Exclusivity Requirement: Going narrow means you must be exclusive to Amazon for at least 90 days. During this period, you cannot publish your e-book on other platforms.
- Limited Market Reach: While Amazon is massive, you may miss out on readers who prefer other e-readers or who live in regions with less Amazon presence.
Factors to Consider For Either Approach
When deciding between going wide and going narrow, it’s crucial to consider several factors:
- Goals: What are your primary goals as an author? Do you prioritize earning high royalties, reaching a broad audience, or building a dedicated readership?
- Genre: The genre you write in can influence your choice. Some genres perform better on specific platforms, so research where your target readers are most active.
- Marketing Efforts: Consider your marketing strategy. Are you willing to invest more time and effort into marketing if you go wide? Or do you prefer the simplicity of a narrow approach?
- Book Series: If you’re writing a series, your strategy may evolve over time. Many authors start narrow to gain traction and later expand their distribution.
Indie Publishing: Writing Is Only Half The Battle
When it comes to independent publishing (indie as well call it in the trade), a well-thought-out marketing strategy is crucial, regardless of whether you’re going wide or narrow. For authors who choose a wide distribution strategy, it’s essential to tailor your marketing to reach diverse platforms and audiences. This can involve a mix of targeted social media advertising, cross-platform promotions, and leveraging platform-specific tools and communities. For those going narrow, particularly on Amazon, mastering the art of Amazon ads, optimizing for the Amazon algorithm, and engaging with the Kindle Direct Publishing community can be game-changers. Additionally, all indie authors can benefit from building a strong email marketing campaign, which remains one of the most effective ways to communicate directly with readers and announce new releases or promotions.
Building and Engaging a Dedicated Readership
A crucial aspect of success in independent publishing, regardless of how you do it, is the ability to build and engage a dedicated fanbase. This involves consistent and authentic interaction with readers across various channels. Social media platforms like Instagram, TikTok, or The Platform Formally Known as Twitter can be excellent tools for connecting with your audience. They allow you to share behind-the-scenes glimpses of your writing process, and building hype for upcoming releases. Creating an engaging author website and maintaining an active blog can also provide a central hub for your readers to learn more about you and your work. Regular newsletters, reader polls, and exclusive content for email subscribers can further deepen the relationship with your audience.
Understanding the Financials: Pricing and Royalties
Navigating the financial aspect of independent publishing is key. For authors going wide, understanding the different royalty structures and pricing strategies across various platforms is vital. It’s important to consider the pricing norms of each platform and how they align with your book’s genre and length. For Amazon-exclusive authors, diving into KDP Select’s royalty system and strategically pricing your book to maximize profits through Kindle Unlimited can be lucrative. Additionally, understanding the tax implications and potential expenses, such as marketing costs and cover design, is crucial for maintaining a profitable venture.
Exploring Current Trends and the Future of Indie Publishing
At the same time the landscape of independent publishing is ever-evolving. Currently, we’re seeing trends like the rise of audiobooks, the growing importance of mobile-friendly e-books, and the increasing use of AI and data analytics in marketing. Looking ahead, it’s likely that we’ll see further advancements in digital publishing technology, more integration with social media for book promotions, and possibly an increased focus on sustainability in publishing practices. Indie authors should stay abreast of these trends and be ready to adapt their strategies to stay ahead in a competitive market.
In-Depth Success Stories in Indie Publishing
J.A. Konrath’s Pioneering Journey in Indie Publishing
J.A. Konrath, known for his Jack Daniels thriller series, is a shining example of success in wide publishing. He initially started in traditional publishing but transitioned to independent publishing, finding remarkable success. Konrath embraced the wide distribution approach, making his books available across multiple platforms and reaching a diverse audience. His success is a testament to the potential of self-publishing, especially when authors take full control of their marketing and distribution strategies. Konrath’s journey highlights the importance of perseverance, adaptability, and direct engagement with readers through his blog and social media platforms.
Mark Dawson’s Mastery of Amazon’s Ecosystem
Mark Dawson‘s success story is particularly notable for authors considering a narrow, Amazon-exclusive approach. Dawson, author of the John Milton series, has mastered the art of leveraging Amazon’s ecosystem, particularly Kindle Direct Publishing (KDP) and Kindle Unlimited, to build a lucrative career in independent publishing. His strategic use of Amazon advertising, coupled with a strong presence on social media and an effective email marketing strategy, has allowed him to build a large, dedicated readership. Dawson’s journey underscores the potential benefits of focusing on a single, dominant platform and utilizing all the tools it offers.
Rachel Morgan’s Triumph with Kindle Unlimited
Rachel Morgan, known for her Creepy Hollow series, has thrived by going narrow with Amazon’s Kindle Unlimited. Her decision to enroll her books in KU allowed her to tap into a vast pool of avid readers. Morgan’s approach highlights the effectiveness of Kindle Unlimited for authors in certain genres, particularly YA fantasy, where readers are eager to consume entire series quickly.
There are a ton of other very famous authors that started out as indie publishers. They run the gamut of genres and styles. To quote Harry Potter, “If they can do it, why not us?”
SEO Optimization Techniques for Indie Publishing
Effective Search Engine Optimization (SEO) is crucial for indie authors to enhance the visibility and discoverability of their books. Here’s an expanded look at how you can optimize your online presence and book listings:
- Keyword Research: Conduct thorough research to identify keywords and phrases that readers are using to find books in your genre. Tools like Google Keyword Planner, ahref’s Free Keyword Generator, or Amazon’s search bar can provide insights into popular search terms.
- Compelling Book Descriptions: Your book description should not only be engaging but also optimized for search engines. Include relevant keywords naturally in your description to improve its search ranking.
- Eye-catching Cover Design: A professional and genre-appropriate cover can significantly impact your book’s click-through rate. Ensure the cover image file is named with relevant keywords to aid in image search optimization.
- Author Website: You’re on mine! An author website acts as the central hub for your online presence. Optimize the website with SEO-friendly content, keywords, and meta tags to rank higher in search engine results.
- Leverage Social Media: Use social media platforms to engage with your audience. Regularly post content related to your book, using hashtags and keywords to improve visibility.
The Technical Side of SEO Strategies
Beyond the basics, here are additional strategies to enhance your book’s SEO:
- Metadata Optimization: Ensure your book’s metadata, which includes the title, subtitles, author name, and description, is fully optimized with keywords. This metadata is crucial for search engines and e-reader platforms to categorize and rank your book. You will find it on this page if you pop open your handy developer tools. (F12 on Chrome,
⌘Command⌥Option “I” on Safari) - Building Backlinks: Backlinks from reputable websites to your author site can significantly improve your site’s SEO. Consider guest blogging, author interviews, and collaborations with other authors or industry bloggers to build backlinks. Introverts Unite!
- Regular Content Updates: Search engines favor websites that are regularly updated with fresh content. Maintain an active blog on your author website, focusing on topics related to your book, writing process, and experiences in indie publishing. This post is a case in point.
- Optimizing for Local SEO: If you participate in local events like book signings or author talks, optimize for local SEO by mentioning these events on your website and social media. Include location-specific keywords to attract a local audience.
- Analyzing SEO Performance: Use tools like Google Analytics to track the performance of your website and adjust your SEO strategies accordingly. Understanding which keywords drive traffic and which pages engage readers can help refine your approach.
By implementing these SEO techniques, indie authors can significantly improve the online visibility of their books. This lead to increased discoverability, readership, and ultimately, sales. As the algorithms and market dynamics evolve, staying updated with the latest SEO trends and adapting your strategies accordingly is crucial for ongoing success. I can’t stress this enough, being an indie publisher isn’t a “fire and forget” strategy. Sustained sales takes sustained effort.
Bringing It All Together: Navigating the Indie Publishing Landscape
It’s clear that the journey of an indie author is both challenging and rewarding. Whether you choose to go wide or narrow the path you select must align with your unique goals and circumstances. Each strategy has its own set of advantages and challenges, and the key is to find the approach that resonates most with your vision as an author. Remember, there’s no one-size-fits-all solution in independent publishing. The landscape is dynamic and ever-evolving, and flexibility is your greatest asset. By staying informed, experimenting with different strategies, and learning from both successes and setbacks, you can carve out a path that’s uniquely yours.
Above all, bear in mind that building a successful authorial career is a marathon, not a sprint. It involves not just writing compelling stories, but also mastering the nuances of marketing, audience engagement, and adapting to the changing tides of the publishing industry. Embrace the journey with an open mind and a willingness to learn and grow. Connect with other authors, participate in writing communities, and share your experiences. And most importantly, never lose sight of why you started writing in the first place – to share your stories with the world. With perseverance, creativity, and a strategic approach, you can achieve success as an indie author and leave a lasting impact in the literary world.
What has your journey been like? Let me know! Let’s trade indie interviews!