Two Decades of Self-Publishing: How My Approach Has Changed
"Through writing, I strive to transport readers to another world, to merge their mind and heart with another being, to inspire, motivate, and deepen understanding. To earn my place in this world by living modestly through this work alone—this is my dream, my goal, and my honor." – Lawrence Nault
If you have seen the documentary “Echoes of a Hermit” then you already know writing has always been a part of my life. That
combined with necessity and perhaps some need to control my own work is what
led to me entering the world of what is more commonly known as indie
publishing. Nearly 20 years ago, I took my first steps into self-publishing. I
wanted to get my stories out into the world, and I didn’t see anything
publishers were doing that I couldn’t do myself. I started with children’s
books (Squirrel Tales, Wolf Tales, and Bear tales, later expanded to a YA
sci-fi (Loma – A MacIver Kids Adventure), and eventually wrote political fiction
(Jubilee). At the time, self-publishing was not new, but services like KDP and
print-on-demand (POD) were just starting.
When I started self-publishing nearly 20 years ago, the term ‘indie author’
was barely recognized. Today, it's so established that even traditional
publishers are trying to co-opt it. But while opportunities have expanded, so
have the challenges.
As a Canadian author, early self-publishing
came with extra hurdles. Many services catered primarily to U.S. authors and
merchants, and I still had to rely on traditional practices—printing books in
bulk, handling distribution myself—until KDP and POD became viable options for
Canadian writers.
Much has changed since then. Some changes have
been for the better, making publishing more accessible. Others have made it
harder than ever to succeed as an indie author. Here’s how my approach has
evolved and why self-publishing remains both a powerful tool and a difficult
path.
The Biggest
Change: Book Promotion
When I first started, book promotion was
straightforward. If you had a website with decent SEO, readers could find you.
BBS forums and chat rooms allowed for organic buzz-building, and you could
directly interact with niche audiences. There were no algorithms to fight, no
constant need for paid ads, and no influencer-driven marketing models.
Today, that landscape is almost
unrecognizable. Websites alone won’t drive sales. Social media dominates book
marketing, but platforms control visibility through shifting algorithms that
prioritize controversy and engagement over genuine discovery. Instead of forums
where authors could build word-of-mouth success, we now navigate a fragmented
digital space where visibility often depends on spending money on ads or
influencer promotions.
Indie authors have also had to adjust to the
changing nature of ebook sales. I was an early supporter of ebooks, but back
then, the format lacked security and mainstream acceptance. Now, ebooks are
widely embraced, yet ironically, the ease of digital distribution has led to an
oversaturated market, making it harder for any one book to stand out.
Print-on-Demand:
A Practical but Imperfect Solution
In my early self-publishing days, I printed
large quantities of books upfront—an expensive and risky investment. Today, I
rely on POD, which is far more efficient. It allows readers to get physical
copies without me holding inventory.
But while I appreciate the ability to offer
print books, I’d prefer readers to download ebooks from an environmental
standpoint. The love of holding a “real book” (which I can relate to) is
understandable, but POD, though better than bulk printing, still contributes to
waste. POD also has delay component that frustrates a consumer market
increasingly expecting immediate fulfillment.
One of the ways I try to mitigate the environmental impact of printed books is by including this
Reading Community Notice:
Upon completion of
this printed edition, readers are welcome to participate in book-sharing
initiatives such as Little Free Libraries® or BookCrossing®, provided the book
remains in its complete and original form.
I personally believe that, unless you are a library that shares your books, leaving books on shelves for years, collecting dust, is cruel and unusual punishment to the characters and stories in those books. Set them free. Release them to the wild.
The
Changing Perception of Indie Publishing
One of the biggest myths is that the
perception of self-publishing has drastically improved. While there was a
period where indie publishing gained legitimacy, that perception has eroded
again—though for different reasons than before.
When I first started, self-published books
were widely viewed as lower quality compared to traditionally published books.
That stigma has never fully disappeared, but for a while, indie authors pushed
back by improving editing, design, and overall professionalism. The term
"indie publishing" emerged as a way to distance serious
self-published authors from amateur vanity publishing.
Then, traditional publishers saw indie
publishing as a threat. They leveraged their influence to keep self-published
books out of major retail spaces and reinforced the notion that indie books
lacked quality. Meanwhile, as technology made self-publishing easier, the sheer
volume of new books exploded, creating a race to the bottom. Many authors
turned to extreme pricing tactics (99-cent books, permafree) to attract
attention, further devaluing indie work in the eyes of readers.
Ironically, indie publishing has gained so much ground that
at least one of the Big Five publishers now markets an imprint as supporting
indie authors—despite being a traditional publisher. This deliberate blurring
of the lines makes it harder for true indie authors to stand out. Readers may
assume 'indie' still means independent, when in reality, corporate publishers
are now using the term as a marketing tool. This shift presents yet another
challenge: as the definition of indie becomes murky, self-published authors may
struggle even more for recognition.
Another big change is that indie publishing is
not just competitive—it’s predatory. Instead of just fighting for reader
attention, authors must also navigate a minefield of marketing schemes,
pay-to-play promotions, and services that promise visibility but deliver
little. Many books today see more distribution through beta readers and ARC
giveaways than they ever do in actual sales.
Why Social
Media Has Made Publishing More Toxic
The most difficult part of returning to
self-publishing has been the state of social media. This isn’t unique to indie
publishing, but it has profoundly affected how authors engage with readers and
each other.
Social media is no longer just a place for
discussion—it’s a battleground. Personal opinion quickly turns into cancel
culture, which in turn leads to censorship. The most toxic statements get the
most traction, and outrage is weaponized. For indie authors, this is a
double-edged sword.
There was a time when social media rewarded
organic reach—if you had followers, they saw your posts. That’s no longer the
case. Platforms now prioritize monetization for themselves, not creators. Feeds
are no longer chronological, and algorithms force authors into ‘author
bubbles,’ limiting their ability to reach potential readers. Worse, content can
be throttled not just based on engagement but on whether it aligns with the
platform’s political stance or if targeted complaints are made. In a system like
this, visibility is no longer about merit—it’s about navigating ever-changing
rules that work against independent creators.
One of the greatest strengths of
self-publishing is that it allows authors to explore topics that traditional
publishers won’t touch. It gives voice to niche stories, controversial
subjects, and perspectives that might otherwise be ignored. But the same independence
that allows for creative freedom also makes indie authors vulnerable to harsh,
judgmental criticism.
Traditionally published authors have the
backing of a publisher’s PR team if controversy arises. Indie authors, however,
are on their own. If an indie author writes about a sensitive or politically
charged topic, they risk not just criticism but targeted harassment or
deplatforming. The line between critique and censorship has blurred, and indie
authors are often the easiest targets.
Treating
Publishing Like a Business
Despite all these challenges, my approach to
publishing remains much the same as when I started. I want to live off my words
and works, and I want them to have a social and personal impact. That doesn’t
mean being a bestseller—it means making enough to put food on the table and a
roof over my head. To do that, I treat publishing like a business.
I reinvest book earnings into promotion, but I
don’t spend more than I make. I bootstrap everything, balancing time and money
to keep moving forward. And I accept that marketing, whether paid or organic,
is essential. The difference today is that I carefully choose promotional
opportunities that align with my strengths—I avoid video-heavy promotion and
large crowds, focusing instead on strategies that work for me.
Advice for
New Indie Authors
If you’re considering self-publishing, my
advice is simple: go in with your eyes wide open. Indie publishing is
not a get-rich-quick scheme, and for most, it’s not even a break-even scheme.
- Write
because you love writing, not because you expect immediate success.
- Publish
because you want others to read your work, not because you think it will
make you rich.
- If you
want to make it a business, treat it like one.
Every aspect of publishing—writing, editing,
formatting, marketing—has value, and you will pay for it one way or another. If
not in cash, then in time. And time is a finite resource. Burnout is real, and
for some, it’s debilitating.
Despite these obstacles, indie publishing
still holds opportunities. Some authors do make a modest living, and for a few,
it becomes a stepping stone into traditional publishing. But those successes
don’t happen by accident—they require strategy, persistence, and a willingness
to adapt. The days of simply uploading a book and expecting readers to find it
are long gone. Today, success depends on understanding your audience,
leveraging multiple formats (ebook, POD, audiobook), and choosing promotional
tactics that align with your strengths.
Indie publishing has changed, and it will
continue to evolve. The barriers are higher, the market is tougher, and the
landscape is more competitive than ever. But the core reason to self-publish
remains the same: complete creative freedom. That’s why, despite everything,
I’m still here. And that’s why, for those willing to navigate the shifting
terrain, indie publishing is still worth fighting for.
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