In this episode novelist and publishing professional Rick Shaw talks about the realities of indie publishing, the long road to finishing a novel, and what it takes to turn writing into something real.
Rick’s journey is anything but linear. From a high school teacher telling him his writing sucked to publishing multiple novels decades later, his story is a powerful reminder that writing careers don’t follow a straight path, and that persistence matters more than timing.
This episode is packed with practical insights for writers considering self-publishing, building an author platform, and navigating the business side of writing.
✍️ In this episode
Lisa and Rick discuss:
• how a discouraging comment in school didn’t stop Rick from eventually becoming a writer
• discovering creative writing later through community college and mentorship
• how one story idea turned into a full-length novel
• his early experience pitching agents—and receiving encouraging rejections
• the role of the Santa Barbara Writers Conference in shaping his path
• how forming a monthly critique group transformed his writing discipline
• why he ultimately chose the indie publishing route
• what he learned from the 20BooksTo50K conference and indie author communities
• publishing his first novel and quickly following with more
• the realities of marketing as an indie author
• why “your next book” is often your best marketing strategy
• how Amazon ads, keywords, and algorithms impact visibility
• common tech and formatting challenges indie authors face
• tools like Vellum, Scrivener, and InDesign for self-publishing
• the time and cost considerations of producing audiobooks
🌟 Key Takeaways
Your writing journey doesn’t have to start early
Rick didn’t begin writing seriously until later in life and still built a publishing career.
It’s never too late to become a writer.
Community changes everything
Joining a consistent critique group helped Rick:
- improve his craft
- stay accountable
- develop discipline
Indie publishing is a viable—and powerful—path
After years of querying, Rick realized:
👉 If the industry doesn’t have a place for your work, create your own.
Writing is only part of the job
Successful indie authors must also learn:
- formatting and production
- marketing and advertising
- audience building
- publishing platforms
Your best marketing tool is your next book
Rather than relying solely on ads:
👉 Build a catalog.
👉 Keep writing.
👉 Grow your readership over time.
🧠 Practical Advice for Writers
1. Do your research before self-publishing
You will find countless resources but you need to take the time to:
- understand the process
- learn the tools
- avoid costly mistakes
2. Learn from generous communities
Rick highlights the value of:
- indie author groups
- conferences like 20BooksTo50K / Author Nation
- podcasts and online forums
These communities offer real-world, up-to-date advice.
3. Invest in the right tools
Platforms like:
- Vellum (for formatting)
- Scrivener (for writing and compiling)
- InDesign (for advanced layouts)
streamline your publishing process.
4. Be prepared for the business side
Indie publishing means running your own imprint:
- managing production
- handling distribution
- learning marketing strategies
5. Stay flexible with marketing
The keywords, ads, and algorithms that work today may not work tomorrow.
👉 Be ready to adapt.
🚀 From Idea to Published Author
Rick’s journey began with a single unignorable idea, one that grew from:
- a rough outline
- to 100 pages
- to a full novel
But years later, after life, career shifts, and renewed focus, he finally brought it to publication.
Today, he has:
- multiple novels published
- additional books in progress
- an active role in the indie publishing community
📣 Marketing Insights
Rick shares a realistic view of indie book marketing:
- Amazon ads work, but require ongoing adjustment
- Facebook ads may need careful targeting for effectiveness
- newsletters remain critical for long-term audience building
- social media should support, not replace, your overall strategy
🎧 Audiobooks: Worth the Investment?
Rick breaks down the realities:
- 3–5 hours of work for every finished hour of audio
- significant time and/or financial investment
- potential alternatives using emerging AI tools
👤 About Rick Shaw
Rick Shaw is a novelist and publishing professional who’s built his own indie publishing imprint. With a background in technology and higher education, he brings both creative and technical expertise to the world of self-publishing. Attendees at the Santa Barbara Writers Conference may meet with Rick to consult about their path to publication.
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