Why Malky Won't Read Your Self-Published Book?

Is the blame entirely on indie authors? Or is there a deeper issue at play?

In a recent Medium article, Malky McEwan, an enthusiastic reader, explained her hesitancy towards buying self-published books, sparking a conversation about their price points.

While roaming the aisles of a supermarket, Malky picks up the latest John Grisham paperback and Bob Mortimer's novel. She’s drawn to paperbacks, an old-school way of relishing a story. The twist? Despite her extensive reading range and having self-published books on her wishlist, she hesitates to pick them up, and the predominant deterrent is their price tag.

The Price Point Dilemma

Malky's recent purchases, costing her £9 for two, starkly contrast with a self-published book priced at £16.41 for a single paperback. In today's world, where every penny is precious, Malky, like many readers, wants value for her money. She would rather spend on two well-established authors, a drink, and a snack than gamble on a self-published novel with an inflated price.

But what makes this issue so prominent?

Understanding the Self-Publishing Landscape

Self-publishing is indeed revolutionary. It has empowered countless authors, enabling stories to flow without traditional publishing barriers. Yet, when it comes to pricing, many authors seem off-target. It's not merely about underselling oneself; it's about grasping the market, the competition, and, most significantly, the reader's viewpoint.

Heavyweights like John Grisham, Colleen Hoover, or even celebrity authors like Prince Harry have vast readerships and formidable marketing behind them. A self-published author isn't just up against them but a plethora of other indie authors.

Pricing Strategy: Balancing Profit and Value

Would selling 100 books at a sensible price be more beneficial than one at a high price? Simple arithmetic points towards the former, and here's why:

1. Volume Over Profit: An affordably priced book can boost sales. More sales equate to broader reach.

2. Reviews and Social Proof: Greater sales lead to more reviews, acting as a digital word-of-mouth, nudging potential readers.

3. Building a Loyal Base: A loyal readership is paramount for a self-published author. Affordable, quality books can pave the way for subsequent titles.

4. Understand Perceived Value: While pricing freedom is a boon, it's essential to gauge the book's value. Does it offer the quality of traditionally published works? Is the length justified by its price?

However, is the blame entirely on indie paperback pricing? Or is there a deeper issue at play?

Print-On-Demand: The Hidden Overheads

For readers like Malky who cherish paperbacks, understanding the intricacies of the POD model for indie authors is crucial. While self-publishing has democratized the literary landscape, it comes with unique challenges:

1. High Overhead Costs: POD services, while convenient, impose high overheads, making it virtually impossible for authors to set competitive prices. The printing costs for a single book can be steep, forcing authors to either price their books higher or accept minimal profit margins.

2. Inventory Challenges: An alternative to POD is mass printing, which involves a significant upfront investment. Here, authors might find themselves with boxes of unsold books, translating to lost money and space. Moreover, without the vast distribution networks of big publishers, indie authors often struggle to get their books on physical shelves.

3. Economics of Scale: Major publishers can leverage scale, printing in vast quantities, and therefore offering books at lower prices. Independent authors lack this advantage, making their pricing journey even more challenging.

The Two Sides of the Coin

While Malky's perspective is relatable for many readers seeking value in their purchases, it's vital to see the other side. For every self-published author, there's a tale of passion, hard work, and often, financial challenges. The reality is that producing a tangible, low-cost book as an indie author is almost a herculean task.

To enjoy that paperback with a glass of plonk and chips, Malky paid a price, but so did the author. Behind every indie book is an author grappling with high production costs, aiming to strike a balance between affordability for readers and viability for themselves.

A Call to Indie Authors

As we conclude, we pose a question to our readers, especially those who are authors:

How do you price your books?

If you're comfortable, comment below with a link to your book as a real-world example. It would be enlightening to understand the thought process and the challenges you've navigated.

Moreover, share this piece with fellow authors. Let's amplify this discussion. It's high time the literary world had an open conversation about the economics of self-publishing.

Your insights, experiences, and feedback can be instrumental in reshaping perceptions and forging a way forward.

In the end, understanding each other – the reader and the author – will make our literary ecosystem richer and more inclusive.