Times are-a-changing… The divide between self-published to published author is getting smaller. I’ve noticed a shift over the past fifteen years.
When I first started illustrating fantasy book covers over fifteen years ago, self-published to published authors weren’t really a thing. Instead there was a fairly well-trodden path for most aspiring authors.
Write a great manuscript. Find an agent. Hope a publisher picked it up. Celebrate!!!
Of course, it was never quite that simple, but generally speaking, self-publishing was often seen as the alternative route rather than the preferred one. It even came with its own stigma for some time. But talent shines through, whatever route to reader the author takes… But… today, things feel very different.
Working with both traditionally published authors and indies I get an insight into the changing industry. From both authors and publishers’ stories to the obvious uptick in my own workload, I’ve noticed a significant shift in the publishing world. Increasingly, publishers and literary agents are looking for more than just a fantastic manuscript. In this world of social media, self-made online stars, and direct to consumer communication… They want to know whether an author already has an audience.
Publishers Want Readers, Not Just Writers
This isn’t meant as criticism of publishers, as they are businesses, after all. In fact, it makes sense to me as someone who has self-promoted my own work and knows the graft and grind it takes to get in the (very fortunate) position I find myself in now. That tenacity to keep going through the quiet times, the days where nothing seems to work, to finally gain some traction and then… a small breakthrough, then another, then years later, the foundations grow and you begin to thrive. It takes guts, passion and really sorts the wheat from the chaff. I get why publishers like that. You’re an investment for them, and they want to know you’re worth investing in.
Publishing a novel involves editing, cover design, marketing, printing, distribution and plenty of financial risk. If an author already has thousands of readers eagerly waiting for their next release, that risk becomes much smaller.
Over the past few years I’ve spoken with numerous authors who have received similar advice from agents… “Build your readership first.”
There are a gazlillion (ok not that many) ways of doing this. Building your social media, local networking, online networking, a great website with quotes and setting details. Social proofing like getting photos at events that show people are interested in your writing. But increasingly, it means publishing books yourself.
Self-Publishing Isn’t Plan B Anymore
There was a time when many writers viewed self-publishing as something you did only after exhausting every traditional route, but that stigma has largely disappeared. If I’ve said it once, I’ve said it a thousand times… The Internet is awesome. I wouldn’t be able to do my job if it wasn’t for the WWW. My clients are all over the world. Even in lovely little Horsham, I’d be hard pressed to find a handful of fantasy authors who needed an illustrated book cover, let alone enough to keep me in tea and biscuits year on year. Fortunately with our friend Google (there are other search engines available) today’s self-published authors have access to professional editors, incredible formatting tools, worldwide distribution and talented cover artists (if I may be slightly biased!).
Gaining Readers
Arguably, readers rarely care how a book was published. As long as it gets under their nose, the only consideration is whether it’s good. All the services mentioned above are imperative to make that happen. I always talk to my author clients about how much of an investment reading a book is (especially for slow readers like me who take a visit to the land of nod after half a page, even when it’s dynamite storytelling). So having it look, smell and feel like a legit professional product is incredibly important. Like the aforementioned publishers, readers want to feel like there’s been investment in the book their about to invest in themselves. Taking the reins as a self-pub means you get to oversee that process and make “your baby” the best it can be.
Because of this, many aspiring traditionally published authors are deliberately choosing to self-publish their first series. Not because they’ve abandoned their dream of working with a major publisher, but because they’re building proof that readers enjoy their work. Imagine this… A successful independently published trilogy can be a very persuasive addition to a query letter.
Your Book Cover Matters More Than Ever
This is where I perhaps become slightly biased again. The first thing to get right is the first thing they see…
When readers browse online, they aren’t holding your book in their hands.They’re (doom) scrolling mindlessly at a million miles an hour. Whether it’s Amazon, Kobo, Apple Books or another online retailer, your cover usually has less than a second to persuade someone to stop scrolling and click through… Covers do a lot of heavy lifting in the early stages of attracting a readership! I take that responsibility very seriously as a cover designer and my authors feel that way too (otherwise they wouldn’t hire me!).
I’ve worked for publishers including Penguin Random House, Tor and Macmillan, and one thing remains true regardless of who’s publishing the book:
Professional artwork immediately tells readers they can trust what’s inside. An amateur cover can unintentionally suggest the opposite. It’s unfair perhaps, but contrary to the old adage.. readers absolutely judge books by their covers.
Building an Author Brand Starts Earlier Than Ever
Another noticeable change is how early authors begin thinking about branding. Fifteen years ago many debut authors didn’t even have a website (or maybe shouldn’t have, based on some of the GIF torched, rainbow text, eye-squintingly painful sites I’ve nodded politely at).
Now it’s common for writers to have:
- An author website
- A newsletter
- Active social media accounts
- A consistent visual identity
- A growing mailing list
- Several published books before approaching an agent
That’s a remarkable shift, but it’s a sign of the times. In many ways, authors are becoming entrepreneurs as much as storytellers. As I said, the parallels to my own career, with that of authors is often uncanny. Sub out publishing books for personal project artwork, and you’ve got pretty much the same steps as I’ve taken to have a consistent growing illustration business.
Success Creates Opportunities
“You make your own luck”, or “the luckiest people are the hardest working” are a couple of phrases I can get behind. The more you do off your own back, the more opportunities arise. You have to get stuck in, make connections, show what you have got for the dominoes to fall…
One of the fascinating things I’ve seen is that successful self-publishing often doesn’t replace traditional publishing it creates more options. An author with strong sales, enthusiastic reviews and an established readership suddenly becomes much more attractive to publishers.
It becomes a case of taking on a publisher to get to a bigger audience. The turbo boost on your readership. It’s a very different conversation to “put me in coach!”. You’re already a rising star and it’s almost a power shift in that it becomes THEIR job to make you more successful.
The Best Time to Build Your Audience Is Now
From my experience working with authors who have been picked up by agents and publishers since working with them, those who are already working with publishers, or those who have been told, go show us what you can do first… My advice would be, do it and do it now. GO GET STUCK IN! The publishers have told you… nobody is going to do it for you. I love an underdog story, I like to think of myself as the hero of my own. I just relentlessly threw myself in the deep end.
Have I wasted time down avenues that did nothing? Yes. Did some of what I deemed as a waste of time become fruitful years later? Yes! There is no time like the present. I’m writing this article because I’m still pushing, grinding and working. I just have different things to talk about now I have new experiences. Ones I can share that I think will help the industry as a whole. Hopefully getting more writers in front of publishers so their work can shine and reach even bigger audiences. So if I sound like I might make (at least a little bit of) sense… do these things…
How to do it..
- Don’t wait until you’ve written the perfect novel before introducing yourself to readers.
- Start building your online presence.
- Share your journey.
- Create a website.
- Grow a newsletter.
- Network with other writers.
- And if self-publishing helps you reach readers while you’re pursuing traditional publication, don’t see it as settling for less.
- See it as investing in your future career.
The publishing world has evolved enormously over the past decade and a half. The authors who thrive today are often those who combine excellent storytelling with a willingness to build genuine relationships with readers. Just remember that, whether your ultimate goal is signing with one of the major publishing houses or remaining proudly independent, the principles are surprisingly similar.
- Write the best book you can.
- Present it professionally.
- Be visible online.
- Keep producing great work.
I hope that this has been a worthwhile read for you. Even just to confirm some suspicions about the industry, or even just to pass a bit of a train journey. I wish you the best of luck. If you want to get in touch with me about any of the industry services discussed, drop me a line, it may be that I can help you or point you in the direction of someone who can.
Hi I’m Jamie!
I work on fantasy covers and maps for various clients from authors to publishers. I have had some great clients working on both established IPs and new settings. I’m always interested in hearing about more projects I might be needed on, so feel free to drop me an email to info@thenobleartist.com
If you’re looking for a fantasy artist, feel free to snoop through my illustration portfolio or head straight over to contact me for work. You’ll find my email address and some handy forms which guide you through some of the starting info I’ll need to be able to quote for you. Typically I’m booked up a month ahead of time, but do drop me a line if you have anything time sensitive. Sometimes I’m able to move things around in a pinch. Hope to hear from you! In the meantime, stay informed of my new work and availability and sign up for the mailing list.
