My Three-Year Journey to the 10K Cake Club

spice-cake-su-1673099-lIf you’ve never heard of the 10K Cake Club, it’s the name given to that elusive group of authors who reach the milestone of selling 10,000 copies of their book(s). Now, given that statistically, most authors will never sell more than a hundred copies (no kidding), reaching this milestone is an amazing feat. But we all know how numbers and milestones are relative, and our own expectations can often derail even the most wonderful achievements.

PJ Sharon here, celebrating with you, my dear friends, my three years as an independently published author. I released my debut novel, HEAVEN is for HEROES in September of 2011. (In celebration, I’m giving away an audiobook copy of HIFH over on my website blog. Stop by and leave a comment to enter and feel free to share the post with friends on FB or Twitter. Contest ends September 30th at midnight. )HIFH_audiobookcover (2013_06_07 00_53_00 UTC)

Now, I recall being asked, while on a panel of Indie authors, what my sales goals were as a newly self-published author. At the time, self-publishing was on the rise, Indies were on fire, and sales were through the roof for newcomers. Being the ambitious and overachieving sort, I replied with confidence that I wanted to sell 10,000 copies a year, netting me about a $20,000 dollar a year paycheck from my writing–what I saw as realistic and an amount that would make all the hard work worth the effort.

This was a reasonable goal, but one that I soon found was more or less beyond my control to achieve. I did not foresee the effects of market saturation, the need for endless promotion, or the ever-changing Amazon algorithms that would make it nearly impossible to gain traction on the discoverability front. Basically, I could not have predicted the “luck” factor.

When, in the first year, I sold over 5,000 books (I had three titles out by then), I was not unhappy with my results. After all, goals are merely guidelines…a star to shoot for. But in the second year, when I had the brilliant idea to switch from Contemporary YA to writing a Dystopian trilogy, and sales dipped to half of what they did the first year, let’s just say I was less than thrilled with the results of my ongoing efforts. I shuddered to consider my hourly wage as a writer and decided it was best to stop looking at daily sales reports, screaming into the wind about my books, and beating my head against a wall trying to figure out what the heck the secret to success actually was.

My third year hasn’t been any more profitable than the previous two, despite the fact that I–at the suggestion of Indie superstar Bella Andre no less– went back and wrote another Contemporary YA. In fact, I’ve spent more on covers, editing and formatting on PIECES of LOVE than I have on any of my others simply because I’m trying to compete in the market and feel that others do a better job of these things than I can do myself. Added in is the cost of producing a theme song for POL (thinking that this might be a novel idea and help with sales, but has as yet, not appeared to make any difference at all). With production costs up and sales down (thanks to Kindle Unlimited and the insane amount of new product coming into the market), I’ll be lucky to recoup my costs over the next year.

I’m hopeful that once I finish the Dystopian trilogy, add a boxed set or two to my cybershelf, and get back on the promotional wagon in 2015, that I might see some real return on my investment.

Lest you think that any of this is sour grapes on my part, think again.

I went into this with eyes open that it would be a LOT of hard work, gave myself five years to turn a consistent profit (this is typical for any new business), and expected that there would be a steep–and ever-changing–learning curve. I’ve had to adjust my expectations for financial success, but am hopeful that with perseverance, the pay-off will be worth the continued effort. This is, after all, my retirement plan, and being that I have another fifteen years until retirement, I’ve got plenty of time to make it happen, right?

One of the most valuable lessons I’ve learned is that success is measured in many ways. Positive reviews and happy readers who are excitedly awaiting my next release are priceless in the grand scheme of things. Knowing that over two and a half million readers have enjoyed SAVAGE CINDERELLA on Wattpad thrills me beyond words. And the awards and accolades for my books tell me that I’m doing something right. Reader reviews continue to average 4.5 stars across the board.

Another important lesson for me–one that continues to be challenged daily–is about finding balance. I worked around the clock that first year and a half, typically putting in 80 hours a week between my two jobs. I finally decided this past year to set myself a schedule. Knowing that I need to work my day job at least 20-30 hours a week to earn a  guaranteed paycheck to cover expenses, I set a limit on my writing/publishing time to 25-30 hours a week. Perhaps that’s partially to blame for the decrease in sales numbers, but I will say, I’m much happier and healthier these days. Time with family and time to take care of myself are far more important to me than sales figures and financial gain. If I’m in this for the long haul, that’s the way it has to be. I’m good with that.

It’s taken me three times longer than expected–and I’ve stopped comparing myself to others who have done it seemingly effortlessly–but I’ve finally made it into the 10K Cake Club.

Cake and ice cream all around! And perhaps a bottle or two of wine…

What milestone can you celebrate today? I hate to eat cake alone.

42 thoughts on “My Three-Year Journey to the 10K Cake Club”

  1. Huge congratulations to you!!! Thank you for sharing your story. I appreciate your honesty. Like you, I made some changes this year to ensure my own sanity. And I must say, life is much more fun! Congrats again and thanks for being an inspiration to all of us!

  2. Congrats on your hard earned success. Your candor about your experience as an indy writer gives great insight, and will be a guidepost to many writers, I’m sure. I also liked your comments about balancing time. As a writer myself, I am always interested to know how others cope. Thanks for the lovely article. Enjoy your cake!

    1. Thanks, Stacy! Enjoy the “Debut Release glow”. There is nothing more exciting than seeing your dream for becoming a published author come true. I wish you all the success on your journey. Just remember that the road is long and there are lots of ups and downs in this business. Savor the wonderful moments and keep your hair on through the trials, but above all, never give up and always remember to take time to celebrate along the way. Thanks for stopping by to share the moment with me.

  3. Thanks so much for sharing your journey! It can take a while, and I’ve heard from the pros that the best way to keep selling is to keep writing. More books helps with visibility, thus discoverability, and then sales. Hoping you reach the next 10k before you know it! But for now, major congratulations! Well done.

    1. You’re very kind Julie. When I started out it was three books that would get you there. Then it was five and you’d better make them a series. I’ve recently heard the magic number is now 10. TEN BOOKS! It definitely isn’t getting any easier. Thanks for stopping by. Always nice to see you. I miss your Wednesday Word posts:-)

  4. What a great post, Sharon. Congratulations, not only on the milestone, but on the dedication and passion you’ve demonstrated for the past few years. I’m sure this hard work will continue to gain traction with more readers each year. Your attitude is awesome, and inspirational. I’ll keep it in mind when I’m feeling frustrated (which is often…LOL).

    1. Thanks, Jamie. The thing that has gotten me through the tough times I’d knowing I’m not alone. I so appreciate my writing community and the support of people who truly understand. If I can give some of that back by sharing my experience, I’m happy to do it.

  5. Thanks for sharing, PJ. Stories like yours are helpful to read because they set realistic expectations for other writers. It’s so easy to fall into the thinking that you’re going to strike it rich with self-publishing when that simply isn’t the case for most writers.

    And congrats for making the club!

    1. I agree, Jessica. It’s so easy to look at all the successes and feel frustrated, but in reality, for all of the writers making a boat load, there are a thousand more who aren’t. Like I said…perseverance.

  6. Yum. I like cake too Paula. This blog is so encouraging. It is impressive the way you approached this business. Congratulations on reaching your 10K and your success writing wonderful stories. I love them, each one. I have your audio book. We listened on one of our car trips. So, if I end up winning the audio, please choose again for some lucky listener.

  7. Hey, congrats! I know how hard this industry is, and you’re story is inspirational – keep it up!
    I passed my first year milestone a few weeks ago, with just short of 3K copies sold, with 2 titles out, which is thrilling to me as my traditionally published non-fiction hardbacks have accrued not many more sales than that in 5 years.
    Onward and upward – enjoy that cake!

    1. Congratulations to you as well, Deborah. 3K your first year is no think to sneeze at. I’ve heard similar stats about traditionally pub bed books vs. Indie. There’s certainly no guarantees either way. Onward and upward is right!

    1. I am a goal-setting goddess, Lisa, LOL. I think I’ve set three, five, and ten year goals since I was six:-) Sometimes I forget to check in and appreciate the milestones. I didn’t want to let this one go by. Thanks for the encouragement!

  8. Very happy for you, PJ. You’re one of the most generous, supportive authors I know. You deserve to have your cake and eat it, too!

    1. You’ve been so supportive right from the start, Sandy. I so appreciate the friends I’ve made along the way. I have a warm place in my heart for my WANA peeps:-) Can’t wait to eat cake again when it’s your turn!

  9. I’m so THRILLED for you PJ!!! What a fabulous accomplishment! Nothing but smoothing sailing along with your luck, balanced work & fun in the future–Stephanie Queen

  10. Congratulations, PJ! So happy for you!! Great post. 10 books? By the time I’ve got 10 of my medieval Highlander books written and on sale (these are the ones that sell, my contemporaries–not so much, LOL!), the number will have gone up to 25!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.