As a writer, the choice between indie or self-publishing and traditional publishing is one of the most significant decisions you can make. Both paths offer unique opportunities and challenges, and understanding them is crucial for any author. I began my journey in traditional small publishing when my book Cry of the Flying Rhino won an international prize of 10,000 Hong Kong dollars.
I was drawn to Unbound in the UK, with its groundbreaking hybrid publishing platform, for my next book Heart of Glass. I received royalties for many years, as the deal was 50-50 with the publisher. I saw my book in Waterstones and Foyles despite non-existent marketing, promo and distribution. However, the actual crowdfunding process made me sick and since then I have been on prescription medication which I cannot be off. My NHS cardiologist didn’t even buy my book. (*shakes head*) He sees it as the cause of my illness. He thinks crowdfunding is just debilitating and vile.
ABOVE: pictures from past book events. Hong Kong launch of Cry of the Flying Rhino at the Helena May, Heart of Glass London launch at South Kensington Books, pub party at The Park Tavern.
Definitions: independent (indie) publishers are small publishers that focus on a specific genre or niche, eg Leopard Print imprint, usually caring more about quality that quantity, and operating on their own rather than as part of corporations or conglomerates. Self-publishing is handling all your own publishing, editing, marketing, and sales by yourself. Independent (indie) authors are those who self-publish their work. Traditional small publisher means just that: both Proverse and Unbound are traditional small publishers. Self-publishing is also indie publishing, but not all indie publishing is self-publishing.
The price of being published has still been relatively low for me. It costs the same as a hobby business, eg art, photography, music. I have never been scammed or taken for a ride. No one asked me for £9,000 or whatever those vanity people ask from elderly wealthy people who want to be published. But I yearned for freedom and control. I looked into the world of indie publishing and started Leopard Print imprint in 2020. I released 7 books in the 2 years of the pandemic: 2 novels (Overboard and White Crane Strikes) and 6 non-fiction guidebooks on interior design, fitness workouts and cooking. At the same time, my colleague Josh and I signed other authors and published them. It was relatively painless for me as I could do as much promo or as little as I wanted. I made Josh do all the things I did not want to, and he made me do all the things that he did not want to. I was used to being my own boss. There was no deadline that could not be moved or made up. It’s all made up.
However, over time, I realized that I needed the resources and support that only a traditional publisher could provide. I analyzed my grievances from my previous publishers and summarised my requirements as follows:
- an enormous marketing, PR and publicity budget,
- mandatory VIP connections in the publishing network,
- huge worldwide print distribution channels.
This is my story of how I went from traditional indie to crowdfunding(hybrid) publishing to indie publishing imprint to working with one of the Big Five publishing houses, Penguin Random House.
The Appeal of Indie Publishing
Setting up Leopard Print to publish my work was appealing. It promised full creative control, quicker timelines, and the potential for higher royalties. I could bring my vision to life exactly as I imagined it, without having to compromise or wait years for a publishing deal. For a new writer eager to share my stories with the world, indie publishing seemed like the perfect way to dive in. I was also publishing other authors, which honed my editing, publishing and marketing skills.
Pros of Indie Publishing
- Creative Freedom: Indie publishing allowed me to have complete control over my work. I could decide on the cover design, the title, the pricing, and the overall presentation. This level of creative autonomy was liberating. I learned a lot of new skills, including writing better and faster. I was motivated to teach myself and to excel in writing. You will find that the quality of your efforts improve vastly.
- Speed to Market: One of the most significant advantages of self-publishing was the speed. I could write, edit, and publish my book in a matter of months, getting my work into readers’ hands far quicker than the traditional publishing route.
- Higher Royalties: Self-publishing platforms like Amazon offer authors a higher percentage of royalties per book sold, which can be very attractive, especially if the book sells well.
Challenges of Indie Publishing
However, despite these advantages, I quickly discovered the challenges that come with indie publishing.
- Financial Investment: Indie publishing requires upfront costs for professional editing, cover design, and marketing. I wanted my book to be polished and market-ready, but I saved money by designing my own covers, and editing my own non-fiction books. My only expense was editing for my novels. WARNING: My day job is design. Please don’t design your own covers unless you are already a designer. In the first year, software and subs will eat a big chunk out of your not-yet-existent royalties: Vellum, Publisher Rocket, Bryan Cohen’s advertising course Author Ad School, Adobe Creative Suite, Book Funnel, Society of Authors, Crime Writers’ Association and not to mention ISBN purchase. I bought a 100 numbers as it was cheaper than buying 1.
- Lack of Support: The biggest challenge was the lack of a support system. Everything was on my shoulders—from production to marketing to distribution. I had to wear many hats: author, editor, designer, and marketer. The demands were overwhelming, and I often felt isolated. Just when you think production is done, and that’s that, there is the promo, marketing and publicity campaign. It was very challenging to get one review let alone 300. It was like pulling teeth. For every 30 bloggers or reviewers I sent emails to, only half will agree to review. If they don’t know you, they don’t care and it is hard to make someone care about someone they don’t know. You get my point? For the 15 books I sent out, I gained 5 reviews. The rest do not review, or did not read it and can’t be bothered. After a while, it’s debilitating because this has nothing to do with writing. Nobody wants a free ebook in exchange for a review because there are too many books. Yet to start advertising, you need 5 reviews. You will be in a Catch22 more often than you think.
- Marketing and Visibility: Without the backing of a traditional publisher, gaining visibility was tough. Breaking through the noise and reaching readers required significant marketing efforts, which demanded time, money, and expertise. It was hard to compete with traditionally published books in terms of reach and recognition. Another big expense burning a hole in my jeans pocket was advertising. All advertising is essential and is paid. Book promo through platforms like Booksends, Hello Books and Bookbub are costly as you are paying for your own book’s visibility. Domestic and international postage, gifts and merch for bloggers whom you are at the mercy of are painfully costly. Before you know it you will be hundreds of pounds in the red already. And you have not sold a SINGLE book yet. On top of that there is question of print copies. Every author dreams of finding and holding their book in a bookshop. No bricks and mortar bookstore will take your book unless you have a relationship with them already. Thankfully, I had a deal with my local bookshop Nomad Books and I am ever grateful that they took in 5 copies of all my Leopard Print imprint books.
The Shift to Traditional Publishing
As I continued my publishing journey, I began to understand the limitations. To reach a broader audience, establish credibility, and relieve some of the burden on myself, I needed more support. That’s when I started considering traditional publishing. The prospect of having a dedicated team behind me—editors, designers, marketers, and publicists—became increasingly appealing.
I made the decision to pursue a traditional publishing deal. Ironically, it was indie publishing that taught me how to write better. My first few books had been literary fiction with light suspense. This is because I come from an MA in Writing background. It was all literary. I had never considered what other people were writing or what genre I was writing in. Because that is at the heart of literary fiction. “You do you“! While I was on that course in advertising, which also included copywriting, I learned how the market works.
To market your work, you need to work the market.
I understood that I had to write very tightly in a certain market, and that was not literary fiction. This is not to say that it’s impossible to get a deal writing literary fiction. You may even win a huge life-changing literary prize. But not sounding too harsh? The chances are very slim. There are tons of phenomenal writers out there and not enough readers. To maximise my chances of getting a deal, I had to write for a commercial market. Am I not a trained writer, after all? My MA alumni would be proud of me. I think. Therefore I pivot.
The transition wasn’t easy; it required patience, persistence, and a willingness to adapt. It also required using simpler words and sentences. Less is more. I agonised over each sentence to make sure it’s the simplest and clearest it could be. Even today, the copywriting brain kicks in. I can’t write an email without editing it to half or a third. The 5-box checklist rings alarms in my head before I hit send. (Is it short? Is it bloody clear? Are there any sentences with more than 17 words which do not make any sense at all? Am I absolutely sure, sure, sure that I cannot make this email any shorter and better? Am I a perfectionist and if not, shouldn’t I kick myself?)
I set a limit of 30 rejections and I began the submission process. When it all fails, I would still put it out through Leopard Print imprint. I finally was offered a deal with Penguin Random House for The American Boyfriend via an open submission call, after my 27th rejection, and after 9 months of querying. I felt a sense of relief and excitement.
Pros of Traditional Publishing with the Big Five
- Professional Team and Resources: One of the biggest advantages of traditional publishing is having a team of professionals dedicated to making your book the best it can be. The editorial input, high-quality design, and marketing strategies they provided were invaluable. I had my own marketing and publicity team who worked 7 days a week. There were no more weekends or bank holidays.
- Financial Backing: Traditional publishers have the resources to invest in your book’s success. From advance payments to funding marketing campaigns, their financial backing makes a significant difference.
- Wider Distribution and Credibility: Traditional publishers have established relationships with bookstores, events, literary festivals, libraries, and media outlets. This means better distribution and more opportunities for your book to be reviewed and publicized. The credibility that comes with being published by a well-known house also opens doors to awards, speaking engagements, and more. Each time they pitch my book to a bookstore, I would sell 30-40 copies, which translates to thousands of units because of the long list of bookstores and their FOMO. If one bookstore wanted 30, another would also want the same or more. That simply did not happen in Leopard Print, where sales were to individuals only, and this is due to the dominance of the digital format. For Penguin, I toured 3 continents in 2023 and performed a total of 144 events including the prestigious “Greatest Literary Show on Earth”, the Jaipur Lit Fest. I had a street team of 50 from USA, UK, Canada, Australia, the Philippines, Singapore and Malaysia. I had two blog tours each of 20 bloggers. Also, I did not have to worry about getting reviews as around 300 copies of my book were sent out for Advanced Reviews. Out of these, I received 100-120 reviews and about 180 ratings since only a third of consumers review.
Challenges of Traditional Publishing
- Less Control: While I appreciated the support, working with a traditional publisher meant I had to give up some control over my work. I was very lucky that at Penguin Random House SE Asia, I was part of the decision-making, at least for cover design, marketing strategies, and even content edits. I have been a designer at Ivy Ngeow Architecture and Interior Design for more than 25 years and at Leopard Print for 3 years. They welcomed my input. I designed the cover for The American Boyfriend.
- Longer Timelines: Traditional publishing involves a longer timeline. The process from contract signing to publication can take a year or more. Patience is essential, and the wait can be challenging, especially after the speed of indie publishing. You hear of those who brag that they wrote an AI-assisted book at lunchtime (at work) and uploaded it by dinnertime (at home). It’s not a joke. That’s why there is so much rubbish online.
- Lower Royalties: Although advances are nice, the royalties from traditional publishers are often lower than those in self-publishing. It’s a trade-off for the extensive support and distribution they provide. Although I have hit the Straits Times bestseller list in Asia and have shifted thousands of books worldwide, now I only make 30p to 70p per book sale whereas at Leopard Print I would make £1.70 to £2.20 per book.
ABOVE: pictures from the London Book launch, 1 Nov 2023 at The Gilded Acorn, LSE
Why Traditional Publishing
Ultimately, the decision to move from indie to traditional publishing came down to my goals and needs as an author. I learned from my debut and crowdfunding. A deal with one of the Big Five would help me reach a wider worldwide audience, focus more on writing than on the business side of publishing, and have a team of professionals help bring my books to life. Traditional publishing provided the support, credibility, and resources that I needed to grow as a writer and connect with more readers. You will not make much money either way. More sales but lower royalties. Vs. Fewer sales with higher royalties. Even if you sold 10,000 copies, both publishing methods will not make you rich, and in fact may make you poor because you have to spend even more time, money and hard work on writing and promo. (CAVEAT: unless you are a romance writer who can write steamy blockbuster series, in which case my understanding is that you will make money either way.)
Advice for Other Writers
For writers trying to decide between self-publishing and traditional publishing, here are a few things to consider:
- Evaluate Your Goals: What do you want to achieve with your writing? If your primary goal is creative freedom and control, self-publishing or indie publishing might be the right choice. If you seek wider distribution and professional support, traditional publishing could be more suitable.
- Assess Your Resources: Consider your time, budget, and skills. Indie or self-publishing requires a significant investment of all three. To get a book out would cost zero to a few hundred dollars. You can spend what you want to spend. If you want to save on costs, then you should already be an editor or cover designer so that you can DIY to a professional standard. You have to successfully perform and juggle all the assets and skills which normally an entire team would possess. If you feel stretched thin, a traditional publisher might provide the support you need.
- Be Open to Both Paths: The publishing industry is dynamic, and many authors find success by exploring both paths. You might start with indie to build an audience and then transition to traditional or small publishing, or you might do the reverse. You might do both, as I have, in tandem. My writing skills exceeded my expectations when I learned copywriting. I started to write as a reader reads. Self-publishing is personal training at home, where you are your own coach, using both in real life and online learning to train yourself. Traditional publishing is personal training with a top international gym and your personal training team. See the benefits of both now?
Summary and Key Takeaways
Why self-publish? Quicker, more control of rights and better rate of royalty per book. Cons? It’s just too much bloody work.
Why traditionally publish? More gravitas, status, and sales. Good for print distribution. Cons? Royalties very low. Won’t get paid for a year. Also, warning: may involve a bit of work.
Why publish with indie small publisher? To establish yourself. Higher royalties than traditional. Cons? Marketing budget limited or zero. Won’t get paid for a year. Also, warning: may involve as much work as self-publishing.
Conclusion
My journey from traditional small publishing to crowdfunding to running an indie imprint to traditional publishing taught me a lot about the industry and myself as a writer. Both paths have their unique rewards and challenges, and there is no one-size-fits-all solution. Set your goals first. If you don’t, then you have not failed, you must just pivot. Understanding what each option offers and making an informed decision that aligns with your goals and vision is more important than the writing itself. Every story is unique, as is every author. You must not get stressed about sales or success or AI or morning routines or any of this nonsense that bothers you. Don’t put unnecessary pressure on yourself as there is not much money in writing. Once you’ve accepted this rule, you can be free to write, or you can give up. There is no stress either way: it used to be called Write and Be Damned.
Useful links
Learn Self-Publishing Facebook group: Join and read the posts first to learn from others, then ask questions on the forum as you teach yourself more skills.
Pros and Cons of Traditional vs Self-Publishing
8 Best Self-publishing Platforms 2024
Writers Beware: Vanity, Subsidy and Hybrid Publishers
Writer Beware: 7 Prolific Vanity Publishers
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