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.