I’m now officially an indie publisher of historical romance. Candle’s Christmas Chair hit the e-shelves a fortnight ago today, and has since been downloaded more than 4,500 times. (I’m hoping for 5,000 by 6pm this evening, in 7 hours time, because I really like round numbers.)

And, yes, I’ve reached those figures because the book is free (or 99c to some Amazon buyers, but Amazon has been very responsive in making it free to US purchasers when I asked them to do so).

So why am I giving Candle away? In a post a couple of months ago, I commented that, to sell, I needed to write a good book and I needed to be noticed by people who wanted to buy it. By delivering a free novella three months before I release my first novel, I give readers the chance to see whether they like the way I write for the investment of a couple of hours of their time. And I make it easy for them to share their pleasure in the book (if, indeed, they like it) with other people.

In theory, this should help sales of Farewell to Kindness, which will go on pre-release at the special price of 99c on 1 March (and up to $3.49 a week after its April release date).

So, to quote the man I adore: “What have you learned from this experience?” (Not, incidentally, what you want to hear when you’ve just bumped your toe or broken your heart. But I love you, darling.)

I still have a great deal to learn, but here are my top five lessons from this first venture into the wild and wonderful world of Indie.

Lesson 1: Romance writers are a wonderfully generous and supportive community

Since joining various Facebook groups for Historical Romantic Fiction, I’ve ‘met’ many wonderful authors. My to-read list has expanded at an alarming rate, but I’ve also been privileged to share their insights, tidbits from their research, and their encouragement as I’ve dipped my toes into the indie publishing water. Without their retweeting and sharing, far fewer people would have heard of Candle’s Christmas Chair.

I particularly want to thank Helen Hollick for organising the Christmas Party blog hop at which I officially launched the novella (with a little prequel story), and the other 24 great authors who joined the blog hop and enthusiastically promoted it on Facebook and Twitter. If you haven’t read their blog hop stories and posts, please do so.

And huge thanks, too, to Mari Christie, who featured Candle on her blog. Explore her website, folks. She has some very thoughtful articles about indie publishing. And, as Mariane Gabrielle, she is the writer of Royal Regard, which is a lovely book.

Three of the people on a Facebook Group volunteered as beta readers, and gave me great feedback (and seven are beta reading Farewell to Kindness). Thank you, all.

And I’ve had some generous reviews on Goodreads, Scribd, and Amazon from some of the online community.

Lesson 2: 20 December is a terrible date to launch a new book

The 1st; maybe the 10th; maybe the 30th.

The 20th was a really, really, bad idea, and very nearly did me in. So many competing demands. We have a habit of giving the grandchildren a craft day, and this year we did two (one full Saturday for the older children, and one for the younger). I work full-time in commercial publishing, and 30 years of experience should have taught me that clients pile on the deadlines in the three weeks leading up to Christmas and the New Zealand summer holidays. And that doesn’t even begin to touch on Christmas shopping and baking.

I’m indie publishing, and this was my first book. I didn’t have money to employ specialists, so I did all my own editing, cover design, proofreading, formatting, marketing, and so on. The week leading up to 20 December was insane, and the next week, as I publicised the book, even crazier. And that week included Christmas Day.

Let’s not do that again, okay?

Lesson 3: Don’t leave the cover till the last week

I’ve done a lot of research on covers, and looked at hundreds trying to work out what I like and what I don’t. I downloaded Pixelmator for the Mac, and my PRH transferred across a heap of fonts from the ancient version of InDesign on our old publishing company’s computer. We experimented with fonts till we found some we liked. But –with final tweaks on the image — the cover I actually used wasn’t completely ready until 12 December, just a couple of days before I uploaded to Smashwords and Amazon.

Okay. Not my fault. I started working on the cover the week I started writing the novella, but I had huge troubles finding the right images. Thanks to a chance conversation on my commuter train, I met the delightful Britt Leveridge, who drew the chair for me, and delivered the day before I needed to put the book on Smashwords.

More pressure than I needed. I’m currently writing an artist’s and photographer’s brief for Farewell to Kindness (the one I have is just a place holder), and aim to have it done and ready to go by mid-February.

Lesson 4: Distribution takes time – preorder is the way to go

I uploaded on 16 December my time. The book began to be downloaded from Smashwords straight away. Somehow, I’d managed not to take that into my calculations, but hey — a download is a download, right? It took several days to filter through to the resellers from Smashwords. Apple finally started showing the book on 27 December, and didn’t really pick up speed for several days. As of today, it seems to be shifting around 100 books a day. Kobo don’t seem to have Candle yet, but I’m watching out for it.

Amazon started selling immediately, too, but didn’t really begin to move until they made it free (see Ask for what you want, next).

I didn’t have the option of preorder for Candle, since I was planning to give it away (and, in any case, it wasn’t ready till the last minute). But I’ll definitely lighten my stress load by putting Farewell to Kindness up for preorder five weeks before release. That’ll mean it is in all the stores and ready to go on release day.

Lesson 5: Ask for what you want; it’s less stressful than waiting

Ask for reviews. Ask for ratings. People can say ‘no’. But you lose nothing by asking. One thing I asked for was a free listing on Amazon. I’d been told that Amazon would price match, and that I should ask people to request price matching. So I did. And nothing happened. I read discussions on forums where authors talked about how hard it was to get price matching. But then I thought ‘why not ask’?

So I emailed Amazon, told them that the novella was free at Apple and Barnes & Noble, that my strategy was to give it away free to publicise the next few books, and that — if they price matched — we’d both benefit in the long term. Within 24 hours, it was free on Amazon to US purchasers, and they’ve since distributed over 2000 copies (at the time of writing). I’ve been either 2 or 3 on their free bestseller Historical fiction > regency list for over 48 hours.

So ask. People just might say ‘yes’.