5 Reasons Being an Indie Author Makes You a Small Business

by | Mar 26, 2019 | Book Marketing Basics

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Being an indie author means more than just fulfilling your dream of publishing the novel that’s been rattling around in your head for years! Deciding to publish a book in today’s market is deciding to turn your name, and your author brand, into a small business.

And with that in mind, here are 5 ways to really wrap your mind about what that means, and what you should be prepared for on your road to indie author success:

#1: Book marketing is all about brand building

If you plan to write more than one book your book marketing serves as more than just a sales tool.

Successful, full-time indie authors use book marketing to promote their brand and keep their titles top of mind for their current fans, and to draw in new buyers.

Plus, the most effective book marketing approaches don’t simply push product, they create a connection with fans that keep them coming back for more.

What I mean is, don’t blindly promote your book. Always have a detailed, recognizable goal that drives everything you do – and always make sure it benefits you for the long term.

Your big picture isn’t sales, it’s a recognizable brand!

#2: You’re responsible for keeping your customers engaged

A top priority for successful small business owners is creating return customers, so that should be your focus as an indie author as well.

Social media, your blog, and email marketing are all really effective in this regard.

Think of any top brand (yes, this all ties together), and I can assure you they’re doing a lot of things right when it comes to staying connected to their fans in ways that strengthen brand loyalty, on multiple channels.

There are a lot of ways for small business owners to do this, but authors specifically can do a lot with giveaways that push sales, and by creating bonus content that’s really unique to their brand and what they have to offer.

I’ve written about creating bonus content, so be sure to check out the resources and free download sections at the end!

#3: The market determines your direction

While your super fans may buy every book you put out there, part of bringing in new buyers is ensuring you’re staying on top of what the market wants.

What I mean is, as indie authors we need to recognize what the fans of our genre are drawn to, more importantly, we need to recognize when there are shifts.

Just like most industries, genres are also affected by trends and changing buyer interests. Fortunately these trends tend to last long enough for you to cater to your buyer market with your next release.

And while that may seem unappealing, it’s a reality if you want a long career selling books.

#4: You have to have a budget

Writing a book may be free, but publishing it isn’t, especially for indie authors.

Just like a small business, getting your book (product) to market requires an initial investment. And professional editing and book cover design is just the beginning.

To release a title without a book marketing plan is basically a waste. I know that’s harsh, but it’s true and most authors who have tried it will admit as much.

Unless it was just a bucket list item to see your book on Amazon, you’ll want to give it its best shot with a proper marketing plan.

Of course indie author budgets range significantly, but you need to have something. If you don’t have the money (and time) to invest in releasing your book properly you should reconsider this venture altogether.

#5: Long-term success requires re-investment

Successful small business owners know they need to re-invest in their own success.

As an indie author you need to re-invest in your own book marketing and promotion.

Again, budgets are different for everyone so if yours is smaller don’t worry, but do know blood, sweat and tears only get you so far.

For example, I’m a big proponent of eBook promotions, I think indie authors need to be doing these at minimum once a quarter. And to really get in front of quality potential buyers you’ll want to invest in some paid promotions and ad stacking strategies.

For more details on ad stacking strategies check out the resources section.

If it hasn’t sunk in yet, I’ll say it plainly – if you want to be successful as an indie author you need to think of yourself as a business.

You need to have a plan.

Don’t always catch yourself scrambling to come up with ideas once sales have already tanked.

Do yourself a favor and put in the kind of effort that would impress you if a fellow author rattled off all your plans as their own.

Resources and Free Downloads

How to Discount Yourself into Higher Revenue

Irresistible Bonus Content & Giveaway Ideas for Indie Authors

Monthly Book Marketing Planner Free Download


  1. Don Winn

    I am an aspiring indie author but, don’t want to own a business doing so. Is that even possible? If not I might as well not sell my books. I am scared of the idea of owning a business. Too complex, too risky. I just want to write and publish a handful of books say like on amazon KDP, that’s it. Make good sales doing so. Nothing more than that.

    • Penny Sansevieri

      Hi Don-sure, that’s possible, though depending on the circumstances sometimes there are other elements to consider as well. Reach out to me and we can talk about your work and book sales.



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