I’ll begin where I started: at the end of writing How to Build a Champion.
It might surprise you to know that one of the first things I did, after putting aside How to Build a Champion for several months, was to watch a movie: Ocean’s 8. Why did I watch it? Because, for me, the pacing is spot-on and every scene is vital to the story being told on screen. (And I write with ‘moving pictures’ in mind.)
Working Towards A Goal with Copy Editing and Formatting
Skim-reading the pages, I was happy with what I’d got – and I knew there was still work to do, so I began copy editing. I’d set an aim for How to Build a Champion and each scene served as an objective in achieving my aim for its story. I began to edit, line-by-line, with this aim scribbled on a notepad next to me. (It was the barometer for if what I was writing was inching further to where I wanted my work to be.) I scoured for typos, consistent emphasis, correct grammar, etc. – all the fun things involved in proofreading. (I’m still not sure I caught everything.)
Then, I began what every website suggests is one of the most arduous tasks in self-publishing: Formatting. (It’s not, it’s just finicky depending on the software you’re using. For me, it was Microsoft Word. Not because it was particularly well-suited to the task, but because it was the only software I could find a guide for which fit my budget.) After a day, I thought I was finished. Reader, I was wrong. 3 days later, I had a paperback copy of my manuscript, too, in the 5” x 8” sizing I wanted, so the book can slide into a large-ish pocket, or in your bag. (Thanks, in no small part, to Kindlepreneur and their excellent guide.)
Book Shelves, Swipe Files, And a Free Trial
At this point, I scoured through my shelves, and online, to create a ‘swipe file’ of book covers. (A ‘swipe file’ is where you keep ‘inspiring’ ideas, to help you when you’re stuck; copywriters often curate and use them.) I decided I’d combine a minimalist design with a maximalist colour palette and easy-to-read fonts which I hoped would stand out on a screen, and if you buy a copy, could make you want to reach for the book from your shelves for another reading. (As an aside: I was incredibly fortunate that week, as Canva had assigned my account a 7-day free trial of the professional version of their software which enabled me to create a print-ready PDF – for free; it was a great time to dig into the ‘nuts and bolts’ of Canva.) Once I’d got the design, I repurposed the book summary I’d considered sending to prospective agents – when I was considering pursuing a traditional publishing route – for the back of the book, as its product description on Amazon, and for social media content (see the example, below).
The Business of Self-Publishing: Agents, ISBNs, Marketing, and the British Library
What swayed my decision to self-publish – after looking at traditional, hybrid, and smaller presses, too – was the unknowable answer to the questions: “Would an agent take the book on?” “Would a publisher get the book into print even if they bought the manuscript?” And, “How long will both of those things take?”
I had a similar deliberation with respect to “Do I own my ISBN?” I chose not to. In some countries, like Canada, authors are awarded free ISBNs for their work. In other countries, like the UK, and the USA, you have to buy your own ISBN, and start your own imprint, which is useful if you’re retailing through multiple websites. (I’m not; How to Build a Champion is exclusive to Amazon.) Many people say, “It’s about what’s doing best for the book,” but it’s also about what you’re capable of doing yourself; what you’re willing to outsource; what you can afford; what your goals are for your project, too.
And I was surprised – not too pleasantly, either – to discover that as a UK citizen, I have to send – legally, and at my cost – multiple copies to the British Library, and several deposit libraries, within 30 days of my book’s publication date. – If curating a historical record of citizens’ literary efforts is as important as many believe it is, you’d think the British Library and its associated libraries would allocate funding to purchase copies of independent authors’ works to add to their collections; the business of self-publishing feeling, at times, akin to this gif:
In the creation of my marketing plan it came down to:
• Which segment of the market am I trying to target with my positioning in Amazon’s vast platform with How to Build a Champion?
• What’s my point-of-difference?
• Which communications channels can I use for engagement, and to stay top-of-mind near publication day, which my target audience is most at ease with?
• What tone-of-voice am I going to use with the people who I talk with while doing #BookPromo?
• What can I, as an independent author, afford to spend on this project?
(FYI: If you’re reading this, you’re one of my readers, and I’m happy you’re here. – Thanks for reading!)
Navigating the Digital Landscape: A Decade Out of The Game
Navigating the digital landscape was quite a learning curve. (In my personal life, I haven’t used social media in over a decade.) There were quite a few sleepless nights while creating this website and its copy – including the content on this blog. And while I’ve enjoyed utilising WordPress, it’s difficult to build a community here – it’s not what Tumblr was, circa 2010. (And as How to Build a Champion centres around a community… Yeah, I guess it’s great to have a centralised hub for the book?) That said: I’ve felt relief and joy in publication week. From learning something new each day on Bluesky; participating in a future AMA on Reddit; sharing the complete soundtrack for How to Build a Champion, and its previous component EPs, on Spotify. (You can find a curated companion reading list on Goodreads, or if you prefer, The StoryGraph. There’s a book club guide available, too.)
The most difficult part of my #IndieAuthor journey has been to source unbiased reviewers for the book. So, if you’re keen to support an independent author for free, you’re free to leave your comments about How to Build a Champion over on Amazon, Goodreads, and/or The StoryGraph.
How to Build a Champion is now available to purchase on paperback and eBook, exclusively at Amazon.
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