Holly Spofford's Blog
January 17, 2025
How to Stand Out-and Sell Big-as an Indie Author by Kristen Hamilton, my editor
Selling books as an indie author requires more than just good writing; it’s about connecting with readers and standing out in a crowded market. It’s a big reason why I push marketing your book as an essential step in any self-publishing author’s journey.
Perhaps the indie author who has nailed this concept the best is my client Holly Spofford, a self-published author who regularly sells 30 to 50 books at weekend events—an impressive feat for any author, indie or otherwise. By blending confidence, humor, and a personal touch, she’s crafted a unique approach that other indie authors can learn from. Here’s a guide on how you can apply similar strategies to boost your own book sales.
o A key part of Holly’s success is her ability to read people and adjust her approach. She asks them about themselves, creating an interaction that’s less about selling and more about connecting. “I love doing it because it’s like a party,” she says. And she means it—she makes each encounter feel like an engaging, friendly conversation rather than a sales pitch.
o Holly and her husband John also create hilarious videos to promote her books and engage readers online. These lighthearted, creative clips give readers a glimpse of her personality, build excitement for her stories, and show how much fun she has interacting with her audience. It’s another way she extends her approachability beyond in-person events.
This level of engagement goes beyond just selling books; it’s about building a community of people who feel connected to her—and through that connection, to her work. In an era where people value authentic interactions, this skill makes Holly approachable and memorable, whether she’s at a book signing, a café, or a community event.
How to Apply This:
o Treat book signings, markets, and even small gatherings like social events rather than sales events. Greet people warmly, engage in conversation, and bring an energy that makes your table or booth feel welcoming.
Holly capitalizes on her unique position as a local, self-published author. As her husband, John, puts it, “You can read James Patterson, you can read Louise Penny. But are you going to see them around town?” Readers find it special that Holly is accessible in ways that larger authors aren’t, which helps her build a community following.
Holly’s presence in her community is a unique asset. She’s a local author you can actually meet and talk to. This level of access and personal connection makes her books all the more appealing.
How to Apply This:
o If you’re a local author, make yourself accessible in your community. Attend local events, participate in fairs, and be open to small gatherings. The personal connection of meeting readers face-to-face creates a stronger impression than they might get from a book bought online.
o Highlight your role as an indie author. Share the story of your publishing journey or your passion for self-publishing. People are often drawn to the dedication and resilience it takes to publish independently and may support your work because they appreciate the personal effort behind it.
Show interest in your readers. Ask them about their interests, get to know what they like to read, and make a connection. People are far more likely to invest in your book when they feel they’ve connected with the author.
o Share your enjoyment openly. When you express genuine excitement about your book and the opportunity to meet readers, you create a positive, inviting atmosphere that readers will want to be a part of.
O IN CONCLUSION
o For indie authors, book sales come down to more than just marketing—it’s about creating memorable connections and genuinely engaging with readers. By following Holly Spofford’s example of confidence, humor, reader engagement, and approachability, you can build a devoted readership and make every event a chance to turn strangers into fans. And don’t underestimate the power of creativity—like Holly and John’s hilarious promotional videos—to leave a lasting impression. So take a page out of Holly’s book, and watch your sales—and your reader community—grow.
o
Perhaps the indie author who has nailed this concept the best is my client Holly Spofford, a self-published author who regularly sells 30 to 50 books at weekend events—an impressive feat for any author, indie or otherwise. By blending confidence, humor, and a personal touch, she’s crafted a unique approach that other indie authors can learn from. Here’s a guide on how you can apply similar strategies to boost your own book sales.
o A key part of Holly’s success is her ability to read people and adjust her approach. She asks them about themselves, creating an interaction that’s less about selling and more about connecting. “I love doing it because it’s like a party,” she says. And she means it—she makes each encounter feel like an engaging, friendly conversation rather than a sales pitch.
o Holly and her husband John also create hilarious videos to promote her books and engage readers online. These lighthearted, creative clips give readers a glimpse of her personality, build excitement for her stories, and show how much fun she has interacting with her audience. It’s another way she extends her approachability beyond in-person events.
This level of engagement goes beyond just selling books; it’s about building a community of people who feel connected to her—and through that connection, to her work. In an era where people value authentic interactions, this skill makes Holly approachable and memorable, whether she’s at a book signing, a café, or a community event.
How to Apply This:
o Treat book signings, markets, and even small gatherings like social events rather than sales events. Greet people warmly, engage in conversation, and bring an energy that makes your table or booth feel welcoming.
Holly capitalizes on her unique position as a local, self-published author. As her husband, John, puts it, “You can read James Patterson, you can read Louise Penny. But are you going to see them around town?” Readers find it special that Holly is accessible in ways that larger authors aren’t, which helps her build a community following.
Holly’s presence in her community is a unique asset. She’s a local author you can actually meet and talk to. This level of access and personal connection makes her books all the more appealing.
How to Apply This:
o If you’re a local author, make yourself accessible in your community. Attend local events, participate in fairs, and be open to small gatherings. The personal connection of meeting readers face-to-face creates a stronger impression than they might get from a book bought online.
o Highlight your role as an indie author. Share the story of your publishing journey or your passion for self-publishing. People are often drawn to the dedication and resilience it takes to publish independently and may support your work because they appreciate the personal effort behind it.
Show interest in your readers. Ask them about their interests, get to know what they like to read, and make a connection. People are far more likely to invest in your book when they feel they’ve connected with the author.
o Share your enjoyment openly. When you express genuine excitement about your book and the opportunity to meet readers, you create a positive, inviting atmosphere that readers will want to be a part of.
O IN CONCLUSION
o For indie authors, book sales come down to more than just marketing—it’s about creating memorable connections and genuinely engaging with readers. By following Holly Spofford’s example of confidence, humor, reader engagement, and approachability, you can build a devoted readership and make every event a chance to turn strangers into fans. And don’t underestimate the power of creativity—like Holly and John’s hilarious promotional videos—to leave a lasting impression. So take a page out of Holly’s book, and watch your sales—and your reader community—grow.
o
How to Stand Out-and Sell Big-as an Indie Author by my editor, Kristen Hamilton
This is a great blog written by my outstanding editor, Kristen Hamilton. Happy reading. https://www.kristencorrects.com
November 8, 2023
One Turned to Four...
Eight years ago, I set out to write a book -just one. And I did. A Letter for Hoot was published six years ago. Fast forward to 2023. I published my fourth (!) novel in mid October. Holy Moly. The minute I began this second career, I knew it was for me. Telling stories suits my personality, pushes my creative bounds and makes me work really really hard. The end product-holding a book with my name on it-is the best part. At events, people often ask what it feels like to be a published author. Various replies pop into my head: thrilling, scary, satisfying, fun, head-spinning, proud, and many more. Not only does reading take you away to places for however long you wish to be there, writing does the same thing. Getting lost in a fictional world-especially as the creator-is such fun. Yes, that world changes quite often which is the nature of the beast.
Writing four thrilling novels has been beyond gratifying and I plan on continuing to create worlds for all my readers in which to lose themselves. Thank you.
Writing four thrilling novels has been beyond gratifying and I plan on continuing to create worlds for all my readers in which to lose themselves. Thank you.
January 10, 2021
Interview
Enjoy my interview with Christina Hamlett!
Hot Ice, Cold Blood | You Read It Here First (wordpress.com)
Hot Ice, Cold Blood | You Read It Here First (wordpress.com)
July 6, 2020
Coming soon
Secured an ISBN #: check
Cover design: check
Title: check
Acknowledgements: check
Back cover: check
Date of publication: check
SO EXCITED!
Cover design: check
Title: check
Acknowledgements: check
Back cover: check
Date of publication: check
SO EXCITED!
