Author, Take Back Your Power
by Johnny B. Truant
Ever since I started talking about the Artisan Author approach to writing (less stress, more loyal fans, and more creativity and freedom than Rapid Release), two things have happened.
First, a lot of writers began to thank me. There’s nothing revolutionary about the Artisan way (it’s more about unlearning than learning), but it’s liberating just the same. Rapid Release is often presented as the default. Just hearing that there’s an alternative — one that sounds less like burnout and more like what we thought “being a writer” was supposed to be — is a weight off many literary shoulders.
The second thing is that people began asking me how exactly to do it. Once they’re on board with the idea of slowing down, creating better fan connections, and prioritizing quality over quantity, they want to know how to begin and which actions to take.
Okay, Johnny, they’ll say. I like the idea of being an Artisan Author. I want to be able write the books I want instead of the ones the algorithms want, court good fans who are willing to pay fair prices, and enjoy writing again instead of stressing about it all the time. But how? How can I begin?
The answers to “how” and “what works for you” are different for everyone, but I like to give real answers whenever I can. So I’ve plucked one of many Artisan Author ideas from the grab bag to unpack … one that, if you try it, might open up a whole world of possibility.
But before we get to actions, let’s first ask a question to set the stage:
Who Has the Power Over Your Author Career?
Your first instinct will be to say that you do. It’s clearly the “right” answer. It’s wrong, though. In practice, very few modern indie authors truly control their careers.
So who does? Why Amazon, of course. If you’re all-in with Kindle Unlimited, then have no illusions: Amazon controls your present and your future.
Don’t believe me? Okay, then take all of your books off of Amazon and see what happens. Or, imagine Amazon changes its bookselling algorithm, decreases royalties and page-read payments, or starts randomly banning author accounts. (Again, I mean, seeing as it’s happened several times before.)
Oh, but you’re wide, you say? Cool. Then you’re right; Amazon doesn’t control your entire career. They only control 70% or so of your career. Barnes & Noble, Kobo, Apple, Google Play, and others control the rest. So does Instagram. And TikTok. And Facebook. Unless you control any of those platforms (hint: you don’t), then virtually nothing is under your control.
At any point, someone in any of those companies could change the rules and ruin you. It’s happened before. It will happen again.
Now, I’m not trying to scare anyone. I’m definitely not trying to judge anyone. Most writers work the way I just described, and for now, things may be fine. If you’re wide, you’re at least diversified. Many big corporations would have to change at once to completely ruin you, even though the wrong singleton changing its policies could hurt you plenty.
I just want to make it clear: That’s who has the power. Not you. Them.
So let’s try this again: Who do you want to have the power?
Why you, of course.
Take the Power Back
It’s not just the title of a great Rage Against the Machine song. It’s also good common sense. Me and Zack de la Rocha, on the same page like always.
What do you do right now when you want to make sales? You probably run an ad, do some social media, launch a new book … you get the idea.
But then what?
You wait, right? You wait and hope. After you’ve cast the die, it’s out of your hands. All you can do is to hope that whatever you just tried to promote your book actually hooks some readers.
But what if the die wasn’t out of your hands? What if — just as an experiment — you were able to be more active in your bookselling? What if you didn’t have to “wait and hope”? What if instead, you had a measure of control?
What if you — not Amazon, not X, not Instagram — had some of the power?
Your Experimental Mission, Should You Choose to Accept It …
Okay. This is where we circle back to the “what’s one way to sell books as an Artisan Author?” question.
What I’m about to suggest is an experiment, not a replacement for anything you’re doing right now. Just because Amazon and others currently control your author career doesn’t mean you should jump ship and leave them for whatever I’m about to say instead. Don’t do that. It’s just something to try. It’s a small way to open a door of new possibility — a world where instead of controlling none of your career’s actual sales results, you instead control 1% or more.
Just to prove to yourself that it’s possible. Just to change your mind, if only a little.
Now, what I’m about to suggest will scare you. It will make you uncomfortable. You don’t have to do it — and no, it’s absolutely NOT the only way to sell books as an Artisan Author. But you, collectively, asked for examples of what an Artisan Author might do to sell books outside of the usual online world. This is my answer.
Ready? Take a deep breath. Your introvert’s heart is going to hate me in just a second.
Try selling your books in person.
Just once. Just for kicks. Just for a few hours on one day, starting very small.
If you’re lucky, this tiny little experiment might just change your entire mindset — and with it, restore the control you never realized before was missing.
Sell One Book to One Person, and Watch Your World Change
Your mission, should you choose to accept it, is to have a few copies of your book(s) printed as paperbacks, then book yourself a table at an event of some sort: a farmer’s market, a local craft fair, an arts bazaar being held at the church down the street. Pick something small. Something cheap or even free to attend.
Yes, I know it’s terrifying. Try it anyway. Having control means taking control, and nobody ever took control by by being passive.
That’s your mission. Now, here’s your goal: Sell one book to one person.
That’s it. Don’t aspire higher than that if this intimidates you. Instead, seek only to find one person who might like your book enough to buy it. If you sell more, great … but one sale is enough if you’ve never done this before.
Do you remember your first online sale? If you’re like most authors, it was thrilling. You might only have priced that book at 99 cents, but that first 32-cent commission felt amazing. A stranger bought your book! This author thing suddenly seemed possible in a way it never had before.
Your first in-person sale will feel so much more amazing.
Maybe you’ll only net five bucks from that one paperback sale (or more accurately, you might lose a bit because you’ll have to pay for the spot at the event), but who cares? This first trial is about possibility, not profit.
The point is: You made that sale happen. You left your comfort zone, went where people were, and learned that you could reach readers without touching Amazon at all.
Now, there are some caveats. First, you need to pick an event that has at least some traffic. No traffic equals no potential buyers.
Second, you can’t just sit quietly behind your table and hope. That’s passive, someone-else-has-the-power thinking, akin to listing a book online and waiting. Instead, stand up behind your table. Smile at people as they walk by. If their eyes find you, say hello. If they pause and look at what you have, engage them in conversation. I always start by asking if they’re a reader, then what kinds of books they like.
If the event has at least some traffic and if you can bring yourself to be friendly and engaging and talk about your book with enthusiasm, chances are excellent you’ll make at least one sale. You can accept cash, Venmo, or a full Shopify POS setup from your first in-person customer like I use at my live-selling. You don’t need anything complex at all.
Don’t believe you’ll make a sale?
Try it and see. If you give this experiment a real go, I’ll bet you’ll be surprised. Authors are inherently interesting to other people. Just the fact that you wrote a book and came out to sell it will amaze them. If you can be passionate about your book when you talk about it, they’ll catch that passion.
Oh, and be sure to let potential readers know you’re local. People love supporting local artists. Many are willing to give authors a go just to be cool — just to give big business the finger.
Now, will one sale change your life?
Not in a financial sense, no.
But in a mental sense? Maybe. It sure did for me.
Maybe you’ll start to realize that there’s an entire world of readers out there that we’ve been ignoring all these years. Maybe you’ll become intoxicated by the possibilities that exist outside of the usual box of self publishing and Rapid Release. And even if live selling isn’t your jam (it’s absolutely not for everyone), maybe you’ll start to realize that other things — other Artisan Author ways of meeting readers and selling books that nobody talks about — might be your jam.
And maybe, through one small and uncomfortable experiment, you’ll start to realize that instead of giving others power over your career, you’d like to have — and absolutely can have — a bit more of it for yourself.
QUESTION: Would you ever try selling your books in person? Have you tried in the past, and how did it go? Let us know in the comments!
* * * * * *
About Johnny
Johnny B. Truant wrote the bestselling indie guide Write. Publish. Repeat and hosted the original Self Publishing Podcast. His new book The Artisan Author is about a ditching the faster-faster “Rapid Release” approach to publishing in favor of a saner, more sustainable, and more creatively fulfilling way. You can get The Artisan Author early on Kickstarter, or here on the usual stores.
Featured image licensed from Depositphotos.
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25 comments on “Author, Take Back Your Power”
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Hey Johnny,
Couldn't help grinning as I read this.
Funny the experiences that can change our perceptions of what's not only possible, but I'd go so far to say 'probable'.
Graduated high school at 15 years old, had two full ride scholarships.
Never went.
My brother, only 14, did.
I decided to stay in California, and run around malls with my folding chair and lap pad, selling caricatures to couples for $4 each [hint: ALWAYS sell to the female first, then the second sale happens 9 out of 10 times].
Some might consider my choice odd, but that experience, knowing that someone would want what I drew, changed everything. I started making $75-$150 a day, cash, before I could own a car.
That was more than many adults made in 1986.
Money was never the point.
What was possible became the only point.
…because you never new what could happen, if YOU had a measure of control.
To sell the very first digital comic book online, that YOU made, for just ¢.99…told me that if ONE person would buy it, dozens more would also.
I was wrong.
Tens of thousands would sell. More than a million copies would be downloaded by 2020.
In 60 countries.
Learning to make podcasts for kids about those same comics opened a door to edit podcasts for a frustrated corporation, who gladly paid me $1500/hr.
Before you snort at that — the previous company hired, charged $3500 per 45 minute podcast, and took 3 weeks per episode. I was able to do a better quality job on my Mac laptop, did all 10 episodes in 24 hours, and gave them a $2000 discount per episode.
All I had to do was give them one freebie to prove my skills.
Turned into a $15,000 paycheck for a single day's work doing what I loved.
Possibilities. Probabilities. Potential.
…if we are just willing to try and see.
Thank you for sharing your views, Johnny.
I agree with you completely, and this needs to be repeated over and over again.
Publishing isn't limited to what the landscape tells you.
Being creative is what we are supposed to do.
I think many are going to be genuinely delighted at what they are capable of doing…if they take a chance in themselves.
Yeah, this is all great stuff, Jaime. People say, "Money is everywhere; you just have to find it," but it's not where we're looking most of the time. But even after almost 50 years on this planet, I'm still discovering nuances of that entire idea. There's ALL SORTS of stuff hiding in plain sight, if you learn how to look for it.
Johnny, thank you once again for sharing your enthusiasm and spreading a sense of empowerment. I totally believe that in-person sales makes a huge difference - on so many levels. We as authors, and people, can profit in so many ways from these connections. Keep spreading the word, brother!
Thank you, Jennifer!
This post is different from most I've read out there on book selling. I have participated in selling my paperbacks at street fairs and small festivals, even a holiday fair. One or two book sales are typically the case. The most enjoyable thing about it is that you can get chatty with the shoppers. I actually spend more time giving out bookmarks (my best promotional tactic) than anything else. I cannot say it's worth it, though, considering the expense, effort, time, and hauling boxes of books from car to table and back. I've had more bad days than good and burned out. The best way to do this is with another couple of authors, and that makes it lively and inviting and will draw more attention. One author at a table (I've done that) can be isolating and lonely. Bring author friends!
That's a good point, and a reminder that everyone's style is different. I like to suggest splitting a table for introverted or wary authors who can't imagine selling by themselves.
I find that my own enthusiasm is a huge difference-maker. If I'm like, "Oh, do you want to buy that book? Sure," I don't do well. But if I'm as excited about my books as I want readers to be, it's contagious.
Tried it in the past - sold a few copies. But did it give me true fans? Maybe 1 or 2.
But.
1. I won't be able to write if I'm traveling around the country, selling my book in person. And the expenses skyrocket.
2. Venues to sell. Readercons work for romance, fantasy and especially romantasy. But Women's Fiction? Nope.
Not saying this won't work. It will, and if I can find a venue to sell, I will. The good thing about not being in charge is, the sales (allbeit less a chunk) roll in without my intervention.
Just sayin'...
Thanks for the thoughful article.
For what it's worth, I never travel. The farthest I drive is about 45 minutes, and that means no airfare, no hotel, and a tiny amount of gas money. I also only ever go on weekends. So I can write/work during the weeks, then go out on a random Saturday, Sunday, or both (it's usually not both for me right now) and sell.
Hi Johnny,
You are so right about the value of personal sales. I participated in a holiday boutique last fall that drew approximately 2,000 shoppers, most of whom were looking for hand-painted holiday ornaments. I managed to sell 20 books and added 17 new names to my email list. But more importantly, I had meaningful conversations and made genuine personal connections. That kind of face-to-face interaction is something you just can’t replicate online.
That's amazing! I'm glad to hear that you've done well with it. Fun, too, right?
Bookstore rely on hand selling because it works. I can sell my book far better than a website can. But I need to be able to make eye contact and show my passion for it. Passion is contagious. That works.
Exactly. I've also found that to be true ... and actually, I just found myself saying it above to another comment. 🙂
It's YOU they're buying. So you have to bring YOUR A-game.
Hmm. My community hosts a farmer's market once a week. Maybe it's time to try the in-person approach.
Thanks, Johnny.
Awesome. You might find that you hate it, but you could also find that you love it. I'd encourage you to just go out and try to have fun talking to people and don't expect the sales ... and that's how the sales tend to happen. Just keep those expectations low to start with ... it's a proof of concept at first and a test for your interest, nothing more.
Like most advice of its kind, this is unfortunately not possible for the est. 20% of authors who can't physically go anywhere - and for whom Amazon is usually the savior (because in addition to being disabled or chronically ill, we are often extremely low in energy all ready, and doing one more thing is just not possible),
The best I can do is, when I occasionally go to dinner with other residents of my retirement community (another energy sink), I can hand a new person my card, and say a few non-pushy words about what I write). Hey - maybe you can call THAT in-person selling (though mine rarely result in a sale, though occasionally results in ME sending a free ARC which the person reads and even more rarely reviews as they promised they would).
Sometimes I think I'm selling deadly poisons to children - from the reactions - in spite of having plenty of practice in NOT letting my little avocation (I am writing a trilogy which, when finished, will be as long as GWTW, but more complex) dominate our dinnertime conversation.
I'm the only novelist in my community - disabled and chronically ill - think I have acceptable people skills - but when you only see someone once a year for dinner and don't want to be a bore, it isn't anywhere near enough to get someone to spend a few bucks - or even take either of the first two books out of our library! Or the Davis public library.
A little grumpy today - sorry! - the battle is continuous and ongoing, and even the PR person I hired recently has trouble selling the work of a self-published (though award-winning) writer of literary mainstream fiction.
If you have any ideas for those of my writing cohort, maybe another blog post? We really are in a different boat. And a different boat race.
I SO hear you on all counts. As a chronic illness sufferer myself, I know what you're talking about. Plus, I live in a community where people just aren't interested in attending book fairs/sales or author events.
It also occurs to me, many of us can't travel to areas where book events might get better results, either, due to financial limitations. I know I certainly can't afford to spends hundreds or thousands of dollars to attend an event unless I can count on great ROI.
All good points - can't, not won't.
If you have a big fan base already, a major con where people can meet you and also get the books they buy autographed could have a good ROI - IF it doesn't cost you physically too much.
Scattered fans, mostly new people who are wondering whether to pay that price for a paper book, competition in the venue - all could ruin the margin.
It sounds like this was a tough week, Alicia. Thanks for using your energy on US. We appreciate it. 🙂
I consider reading blogs and commenting my writing prompts for the day, a way to do continuing education, a way to connect with other writers, and a way to say my little bit in favor of ill and disabled authors - so my little mission in life.
One of the little and necessary pleasures - and I meet people like you and Dawn and Johnny.
Yes, different boat indeed. This approach definitely isn't for everyone. I picked one out of many suggested Artisan approaches for this article because I thought the idea was provocative -- a way to get people thinking about alternatives they hadn't considered before. But like ALL possible ways of selling books, it ABSOLUTELY won't work for everyone. Which is one complaint I have about the self-publishing advice mill: it tends to be one-size fits all, when in fact everything is just one choice out of many. You won't sell the way I do. And many others can't for similar or different reasons: location, personality, disability, any other limitations, preference, etc. Every writer needs to find what works for them.
Been there, tried that. Abject failure. As a matter of fact, I even did a multi-author event in one of the largest communities in my area (wide array of genres). It was well attended, but all together, there were less than a half dozen books sold. In discussion with other local authors, I've found that none have had success with in-person events in our area. Most are lucky if they sell one or two books after spending HOURS at a venue.
I'm guessing the value of this advice will vary wildly depending on genre, location, AND the buying nature of the community you're in. We no longer even have brick-and-mortar bookstores in my area because people don't want to go in person to buy a book. Only "bookstore" remaining is the Friends of the Library, and I talk to very few people who even know about it, much less go there.
True. My comment to Alicia above would be about the same as my reply to you. It's absolutely correct that "it depends" on a lot of factors. My goal was to give people one idea they probably hadn't considered, but hand-selling is DEFINITELY not right for everyone, and should be seen as just one more tool in an ever-expanding toolbox of options for an author.
I was at a romance author event in February. It was postponed due to weather, so not as many people came, but I sold 6 print books at $15 each. I sold more books than the authors on either side of me.
That's awesome!
Twice I briefly stepped away from my (maritime career) day job to make money selling. Once, when I got pissed off at a realtor who took my information to sell his buddy a property I wanted, I turned around and got my own realty license. I did it after hours, intending to supplement my day job earnings, but didn't really enjoy it or do that well. Sold one property for a friend and quit. The second time, dealing with cancer and the massive sub-prime recession of 2005 (which devastated my customers and 2/3rd of my market niche for over a decade), I got licensed to sell insurance and financial planning to change careers.
There, one must work for licensed brokerages, each with their own style of sales plan, and each plan involved a lot of up-front personal expense at a the moment I'd just about wiped out my life's savings (foolishly awaiting key customers operations to crank back up).
I quickly realized that while I enjoy meeting and socializing with most people, that I absolutely hated trying to sell to non-professionals. Plus the idea of selling to the professionals who knew me over the years smacked too much like an awful admission of failure. So, when I was offered a position by a good company, where I could use my original career skills and contacts, I took it and never looked back.
While my case is maybe just my carrying around extra baggage, the truth is that one-on-one sales is not for a lot of people. I had the social skills, but could not hack dealing with pushing products–even when I clearly knew those products were good and smart.
From that perspective, you suggesting "just try it once" and on a small scale, does seem the right way to approach your idea. SELLING for success requires a special mindset, often driven by desperation–whether it be for money or just acknowledgement.