Going Wide in a Changing Market
Understanding the Wide Publishing Model
In today's rapidly evolving publishing landscape, the term 'going wide' refers to the strategy employed by authors to distribute their works across multiple platforms and retailers rather than limiting their availability to a single outlet, such as Amazon. This wider approach enables authors to reach diverse readerships, maximizing their visibility and potential sales opportunities.
The benefits of adopting a wide publishing model are substantial. First and foremost, by making books accessible on various platforms, authors can tap into distinct markets, catering to different reader preferences and behaviors. Unlike exclusive distribution models, where content is confined to one platform, going wide allows authors to utilize not only major players like Apple Books and Barnes & Noble but also niche marketplaces that cater to specific genres and audiences, such as Smashwords and Kobo. This strategic distribution can lead to increased discovery, helping authors connect with readers who might otherwise be unaware of their work. Remember, there are many people who refuse to buy from Amazon, and those readers are completely ignorant of an author's work if they are exclusive to that platform, and they may never read them.
The rise of indie publishing has further bolstered the opportunity for authors to embrace this wide model. With the advent of self-publishing tools and services, a growing number of writers now have the autonomy to publish and distribute their works on their terms. This shift has democratized the publishing process, allowing indie authors to harness traditional marketing tactics alongside innovative strategies prevalent in broader publishing scenarios. Consequently, it has fostered a rich ecosystem where creativity can thrive, and authors can cultivate their unique brands across multiple platforms.
By understanding the wide publishing model, authors can better strategize their distribution efforts. The potential for increased engagement and revenue reflects the changing dynamics of the industry, making it essential for contemporary authors to consider going wide as a viable pathway in their publishing journey.
Choosing the Right Platforms for Distribution
In the competitive landscape of self-publishing, selecting the appropriate distribution platforms is critical for small and indie authors to expand their reach and maximize their book sales. Among the well-established resources, Smashwords, Draft2Digital, Ingram Spark, and Kobo stand out as viable choices, each offering distinct advantages tailored to different author needs.
Smashwords is renowned for its comprehensive distribution network. By enabling authors to publish eBooks across multiple markets, it serves as a versatile platform for those seeking to reach a wide audience. Authors can utilize Smashwords' premium catalog, which enables their titles to be distributed to major retailers and libraries, broadening their potential readership. Moreover, Smashwords' user-friendly format allows authors to convert manuscripts into various eBook formats, simplifying the publishing process.
Draft2Digital also provides an appealing option for indie authors. This platform focuses on user experience, offering straightforward tools for formatting and publishing eBooks. What distinguishes Draft2Digital is its seamless integration with various distributors, including Apple Books and Barnes & Noble. Additionally, authors have access to insightful sales reporting, allowing them to track their performance across different platforms. This data can prove invaluable in refining marketing strategies and reaching targeted demographics effectively.
Ingram Spark is a distributor that many small publishers utilize and is available to indie authors as well. This is an excellent place as an alternative to the print options at Amazon, or in addition to if you want to use both sites. Ingram Spark has an extremely wide distribution net and enables authors to get their print books in several formats, including hardbacks with laminate covers or slip covers like many traditionally published books. For the indie author, there are tools on the site that will guide you through the setup and give you options to create your covers.
Kobo, on the other hand, is particularly popular in international markets, making it a smart choice for authors aiming for a global audience. Kobo's partnership with independent bookstores and libraries enhances its distribution potential, appealing to readers who prefer purchasing eBooks from local sources. Furthermore, Kobo’s valuable insights into reader preferences can assist authors in tailoring their marketing efforts to align with audience trends.
Ultimately, understanding audience demographics and preferences plays an essential role in selecting the right distribution platforms. By leveraging the unique features offered by these platforms, small and indie authors can effectively increase their visibility and connect with readers worldwide.
Marketing Strategies for Wide Distribution
For small and indie authors aiming for a wider audience, effective marketing strategies are essential. Using social media platforms such as Facebook, Bluesky, Pinterest, Threads, X, and Instagram can significantly boost visibility and engagement. These platforms allow authors to share content not only about their books but also insight into their writing process, personal anecdotes, and interactions with readers. Establishing a strong social media presence helps in building an author brand that resonates with potential readers.
Additionally, author newsletters serve as a direct line of communication with readers. Through these newsletters, authors can share updates, exclusive content, and promotional offers. Sign-ups for newsletters should be encouraged at every opportunity, especially during book launches or special promotions. This strategy fosters a sense of belonging among readers and encourages them to engage with your work on a deeper level. There are various platforms where you can have newsletters available to readers all the time, and some with paid services and tiers such as Substack and Ghost. Other newsletter services, Mailchimp, Mailerlite, etc, are services that send the newsletter just to the recipient's email and it does not have a site where you can easily navigate through past newsletters.
Another effective marketing strategy for indie authors is to utilize book marketing websites. Websites such as BookBub or Goodreads can help in promoting a book to targeted audiences actively seeking new reads. Participating in promotional giveaways or discounts through these platforms can enhance the visibility of a book, driving more traffic and sales.
Advance Reader Copies are often the lifeblood of a book, providing reviews upon release day, as well as a steady stream of readers. Places such as Booksprout, Book Sirens, Pubby, Netgalley, Prolific Works, and Story Origin offer a chance to give out copies of your book in exchange for those newsletter sign ups or ARC reviews. These can be emphasized by use of Bookfunnel to send out ARC campaigns, copies of your book as gifts, and more.
Furthermore, cross-promotion strategies between authors can be beneficial. By collaborating with fellow authors, whether through joint promotions or shared mailing lists, indie authors can tap into each other's readerships, thus expanding their reach exponentially. Building relationships within the writing community can open doors to numerous opportunities for visibility. Facebook, Mewe, Bluesky, and other social media sites are places where authors can support each other by resharing the posts from other authors, liking their book posts, and interacting with them. The more interactions with social media, the better because it boosts the author's posts by enhancing the algorithm and showing that it is a popular post.
Selling direct is always an option, and there are plenty ways to do this. From using the features native to your website builder, to posting on sites that work with authors, these things are essential to maximizing profits. Sites like Payhip, Ko-Fi, Fourth Wall, Gumroad, Fictionate, and Laterpress offer authors the ability to get their books into the hands of readers without taking a larger cut to their profits. Subscription services are another alternative that allows authors to give themselves a new income stream, one that is steady and useful. Ream and Inkspired are two of the available sites for this, though as this type of work gains popularity, the availability of this type of service will no doubt increase. Of course, Patreon is another option to get great deals on books and freebies/swag from authors. Also, check for author related Kickstarters and other crowdfunding campaigns.
Engaging with readers through events such as book signings, webinars, or online Q&A sessions can further enhance an author’s visibility. Joining cross promotion group activities such as "parties" and "hops" on Facebook and other communities where readers might be is also a strategy that can be employed. Connecting with readers in person or virtually creates a loyal audience base that will likely support future projects. Readers love to interact with their favorite authors, and one way to build these readers who tell others about your work is to foster relationships with them.
Building a Supportive Community and Resources
As small and indie authors seek to broaden their reach, the establishment of a supportive network is essential. Engaging with fellow writers can provide guidance, inspiration, and resources crucial for navigating the complexities of independent publishing. Online communities, such as social media groups and dedicated forums, create spaces where authors can share experiences, seek advice, and celebrate milestones. Platforms like Facebook and Goodreads have numerous groups specifically designed for indie authors, fostering collaboration and discussion on various aspects of the writing journey.
Moreover, author groups and local writing workshops often offer workshops, feedback sessions, and networking opportunities. These settings encourage growth through learning and sharing of best practices. Participating in such gatherings allows authors to not only hone their craft but also form lasting relationships that can lead to collaborative projects. These partnerships can drive innovation and expand potential audiences, enhancing visibility in a competitive landscape.
Besides interactive groups, various resources are available to further aid indie authors in their quest to go wide. Webinars led by industry experts can provide up-to-date insights on publishing trends, marketing strategies, and distribution options. Additionally, podcasts focusing on the experiences of successful indie authors can serve as motivational tools, imparting valuable lessons and practical tips. Blogs that offer advice on indie publishing often feature guest posts from established authors, enriching the content available to aspiring writers. By utilizing these resources and engaging with a community of like-minded individuals, authors can gain valuable insights and strengthen their resolve on the path to becoming widely recognized in the literary world.
Beware of Scammers
Of course, there are also scams out there to look out for. Every day, authors receive messages in their direct messages from "marketers" and "book promoters" and other so called writing professionals. Most of these are predatory. The fake marketers, book promoters, agents, and others will gladly take your money and leave you with nothing. So, is there anyone to be trusted out there? Sure, there are legitimate people that do these things for authors. From scheduling interviews and podcasts, to making parties and hops for authors to participate in, these services can be found. However, you must do your due dilligence to investigate the person you're thinking of working with. Nearly everyone who ends up in your DMs is a scam artist, as none of these professionals are going to reach out to unknown authors. Unless your books are selling in the tens of thousands, these people will not notice you.
How do you find these professionals, then? That's not an easy task, but word of mouth from other authors is key (and not that semi-famous author that send you a random friend request and now wants you to send a message to their marketer. That's a common scam too). Agents are not going to find you, as finding an agent is a long and arduous process that can take years sometimes. If you're not using query tracker, you should be if you're in the search for an agent.
Anyone you work with should be able to give you references. And if that reference is a somewhat well-known author, go to that author's website and find their contact info. Nearly all the time, they will be willing to let you know if this person has really worked with them, and what their opinion on them is. If someone tells you that you don't need to talk to their references, that's a big red flag. PAs or Personal Assistants are another category of people you can get to help you with your work, and again, you need to be wary and see references and examples of their work before you dedicate money to them.
In Sum, Change Needs to Happen
Sticking all your eggs in one basket is dangerous. With different situations leading to places being boycotted by various groups, and people who feel ethically obliged to use or not use certain services, the days of exclusivity to one platform are long gone. Kindle Unlimited has greatly reduced the amount they pay authors, and Amazon has always taken a huge swath out of what authors make. Their services is shoddy, and getting author copies has always been a gamble, with many authors suffering from their books being damaged through bad packaging and shipping, as well as frequent misprints.
Diversification allows your books to be available to more people, and sometimes, allows you to make even more money than you have before.
