Last week, Kris Rusch wrote an interesting blog post reflecting on 2014 and things she observed that indie writers learned, so I thought I’d do something similar and reflect on some of the things that I learned last year about the business and the craft. Here goes!
Readers of SF&F want longer books.
I did a lengthy blog post about this earlier, but the basic gist of it is that readers in my genre want longer, more immersive books. There’s a place for the short stuff, especially for high concept sci-fi, but most readers of speculative fiction want worlds they can get lost in with characters that become their best friends. It’s practically impossible to do that in a story that takes less than an hour to read, so to satisfy those readers, you’ve got to write long.
You can’t have a healthy career with only one income stream.
Between 80% to 90% of my income in 2014 came from Amazon. Times were good in the spring and summer, but then Amazon launched their ebook subscription service (Kindle Unlimited). None of my books were enrolled in KU, but because of the way that Amazon skews the rankings to favor KU books, my Amazon royalties took a huge hit.
I knew back in 2011 when I started that I needed to cultivate multiple income streams if I wanted to have a steady career, but I’d gotten complacent. Since my Amazon earnings were paying all the bills, I figured I was doing all right. But you can’t measure the healthiness of a career in just the revenue it’s bringing in right now; you’ve got to look at contingencies for the future, including the worst case scenario.When most of your revenue comes from a single client, that makes your career far too brittle.
So looking to the future, I can’t say that I have a healthy, steady career until I’m earning at least as much from all my other income streams as I am from Amazon.
I’ve been relying far too much on Amazon’s algorithms.
Related to the last point, I learned that I’ve been relying far too much on Amazon to sell my books. In fact, I can say that the Amazon algorithms were the linchpin of my marketing strategy (inasmuch as I actually had one, heh).
Amazon has the best book recommendation engine in the industry by far. It’s done a lot for my career, connecting my books with many readers who have gone on to become fans. But what the algos give, the algos can take away. To build a career with staying power, you have to constantly work to find new readers in a variety of different ways.
I’ve always believed that cream rises to the top. That said, if you’re starting at the bottom of the ocean, you’ve got a long, long way to rise. Up until now, I’ve been operating under the belief that readers will find me without me making much of an effort to find them. I learned this year that you’ve got to meet in the middle. You don’t have to hand sell every book (thank goodness!), but you do have to make an effort to make your books visible somehow.
A well-articulated negative review does more to sell books than a blasé positive one.
This one surprised me. When I published Brothers in Exile (Sons of the Starfarers: Book I), it garnered a fairly painful two-star review on Amazon about a week or two after launch. The review had some positive things in it, but it also had some negative things that were pretty spot on. Being the angsty writer that I am, I thought my chances had tanked. Instead, sales of the book immediately shot up, and stayed fairly high for about a month.
Readers aren’t stupid. They understand that not everyone has the same tastes in books, and parse their reviews accordingly. A negative review that is articulate and well-reasoned will lend a lot more credibility and cultivate a lot more interest than a string of positive reviews that lack any real substance. It sounds counterproductive, but it’s often the negative reviews that sell the book.
Sometimes you actually can get the best results by doing it yourself.
When I redid the covers for the first three Gaia Nova novels, I decided at first to hire a cover designer. For various reasons, though, that didn’t work out, so I decided to do them myself. I’d done the typography myself on the old ones, and let’s just say they left something to be desired.
The reason I wanted to hire the work out was because I didn’t think I’d get the best work if I did it myself. I figured that if I hired someone who was an expert in it, it would turn out so much better. Instead, when I did it myself, I discovered that my own skills had improved to the point where I could produce really good work myself.
It is possible, especially in self-publishing, to become so skilled at every aspect of the production process that you can do it all yourself and still produce a quality book. The learning curve is so sheer that it’s practically a cliff, but you can do it. And even if the work that you produced at the start of your career wasn’t all that good, you can improve to the point where your work is on par with that of professional designers.
The trouble is, it takes so much time and effort to get to that point that you may be better off hiring the work out. It takes a certain type of personality to DIY everything and produce a quality product without feeling overstretched. I’m pretty sure that’s my personality type, though of course I still have a lot to learn. But just because it’s DIY doesn’t necessarily mean it’s going to be of an inferior quality.
There are other things I learned in 2014 about the craft and business of writing, but this post is starting to get long so I think I’ll table it for the next post. Take care!
