Can you share your journey into self-publishing?

JD: It was pretty much an accident, really. I’d been asked to visit a school to talk about how the kids there could publish their own books, so I decided to teach myself how to self-publish a book on Kindle Direct Publishing (KDP).

I wrote a comedy sci-fi novel called SPACE TEAM, published it, and documented the process for my lessons. The day it went live, it started getting sales. From there, I set up a Ltd company, and now have formatters, cover designers, editors, and a brilliant rights sales team selling my books into territories worldwide.

Was it a lot of work? Of course. Was it worth it? Absolutely.

What are some of the key advantages of self-publishing?

Jen: There are multiple routes to publishing, and the flexibility that self-publishing provides is a pull for both debut authors and established authors. For example, an author might have a traditional deal for a crime series, but wants to try their hand at romance, and their current publisher isn’t interested. Or, they might have a traditional deal only for print rights and publish their eBook through KDP.  Self-publishing offers complete control, from the title and cover design to pricing and marketing strategy, giving authors the freedom and agency to publish their book how they want to.

JD: I think we’re in a golden age of opportunity. Self-publishing is empowering authors to make decisions on how their work gets into the hands of readers. I fully self-publish some series, have done deals for print sales on one, partnered with Audible on others, and am working with a digital first publisher on something in a new genre. I have complete control over my intellectual property, and can pick and choose who to work with, and who to say no to.

As for readers, I don’t think they mind how a book is published, as long as it’s professionally presented, well written, and features characters they can root for.

In today’s challenging publishing climate, what strategies have been most effective for you in reaching readers?

JD: What worked for me was building a community of readers around my work. At the end of every book I’d offer something connected to that book – and image gallery, or a bonus scene – in return for an email address. I never gave away full books to try and lure in new readers. I wasn’t looking for them. I was looking to foster relationships with people who already loved my books and wanted additional content.

Word of mouth is the best marketing there is, so my approach has always been to turn readers into champions for my book series, and the way I do that is by sharing my successes and failures with them, giving them insights into my life and creative process, and sharing fun freebies like comic pages, short stories, or whatever, that keep them invested in my various worlds.

What makes the connection between a self-published author and their readers so unique?

Jen: Self-published authors are often able to build a more direct relationship with their readers. Unlike traditionally published authors, they’re not separated from their audience by agents or publishers, so whether it’s through newsletters, social media or reviews, they can engage with their audience more meaningfully and authentically and are able to adapt their work to match what they know their readers want by reacting quickly to reader feedback. It’s less formal and often much more personal.

Is there a particular moment or piece of feedback from a reader that has really stayed with you?

JD: One that I’ll always remember came from a woman who emailed to say that she’d laughed reading one of my books. Her family had come running through to check she was OK, because it was the first time they’d heard her laugh in over a year, since her daughter had passed away. I think that was the point I realised how much of a difference the right book at the right time can make to someone.

For writers who feel overwhelmed by the idea of self-publishing, what advice would you offer to encourage them?

JD: Just start. Don’t worry about learning everything, because nobody knows everything. I’ve been doing this now for almost ten years, and I don’t know anywhere close to everything. I learn what I need to know as I go, and that’s what I’ve done since the start.

KDP is a great place to start, because it makes self-publishing incredibly easy. I don’t want to sound like an advert, but I’m quite evangelical about it, because KDP literally changed my life, and continues to do so.

I’ve created a website – pagetopublished.com – where I share my own insights and some of the things I’ve learned to help people get started on their own self-publishing journey.

What are some of the most common challenges or questions you see from self-published writers, and what advice do you most often share with them?

Jen: Authors sometimes ask about category selection and how to ensure their book reaches the right readers. I advise them that accuracy is key; you should be selective and specific with categories. I recommend focusing on granular subcategories and giving books time to build momentum in the category, rather than changing frequently. Take time to research similar books to yours, or books that are attracting readers you think will be interested in your book; take note of the categories they are in, the type of cover they are using, the language in their product description (don’t copy it word for word)!

Make sure your book is appearing in the right place, with an attractive cover that fits your genre, and has all the information that a customer of books like yours would expect to see.

Another common question is around exclusivity — whether to make their eBooks exclusive to Amazon (through KDP Select) or publish more widely. This is a nuanced decision that depends on each author’s goals and circumstances. Enrolling your digital titles exclusively into KDP Select offers valuable benefits — access to Kindle Unlimited readers, special promotional tools, and potentially increased visibility on the world’s largest bookstore. I often remind authors that enrolment in KDP Select is on a rolling 90-day period, which gives a lot more flexibility than you might first consider. For example, an author could choose to consider a hybrid approach to test and learn what works for their titles, perhaps using KDP Select strategically for a new release before later building enrolment into a wider promotional plan. However, many authors choose to stay enrolled, due to the excellent reader discovery.

Many authors also successfully combine self-publishing with traditional publishing deals for different projects and want to know how to approach this. My best advice is to be open to opportunities, experiment, track your results, and be willing to adapt your strategy as your career develops — the flexibility to make these choices is one of self-publishing’s greatest strengths.

JD, how did it feel to win the Kindle Storyteller Award in 2024 and how has it impacted your life as an author and your overall writing journey?

JD: It came as a complete surprise! I’d been shortlisted twice before, and on at least the first occasion had been all ready with a speech, just in case I won. I gave a bit of thought to what I might say on the second occasion, then didn’t bother coming up with anything for the third time, because I was sure I wasn’t going to win. So, I just stood there waffling nonsense until I could go and drink champagne!

I think the main thing that winning did, besides putting my name out to new potential readers, and bringing lots of additional promotional opportunities, was to give me a confidence boost. Winning the award felt like an official seal of approval or something.

Jen, what made JD Kirk’s novel Stateside stand out during the judging process for the Kindle Storyteller Award?

Jen: Stateside immediately captivated our judging panel with its masterful, pacy storytelling that kept us turning pages well into the night. The novel features an action-packed storyline full of (often hilarious) unexpected twists and turns, demonstrating Kirk’s exceptional skill at building and maintaining tension, alongside his ability to create wonderful, madcap characters that readers form genuine connections with. Customer reviews consistently highlighted the ‘fast-paced thrilling rollercoaster’ experience, with readers particularly appreciating how Kirk balances excitement with emotional resonance.

This powerful talent to create stories that genuinely resonate with readers exemplifies exactly what we celebrate with the Kindle Storyteller Award.

What words of encouragement would you offer to anyone thinking of entering the Kindle Storyteller Award?

Jen: It’s natural to feel intimidated by entering a competition — imposter syndrome is more common than you think! My advice is always the same: let readers decide. The beauty of the Kindle Storyteller Award is that it celebrates not just literary merit, but the connection between authors and readers. Some of our most successful entrants never expected to win, they simply published the story they were passionate about telling.

Remember that the award looks at many factors beyond just the writing itself — reader engagement, reviews, and the overall publishing package all play a role. You’ve already done the hardest part by completing your book and putting it out into the world. Every published book represents someone’s dream realised, and by entering the award, you’re giving your work another opportunity to be discovered by new readers. That alone makes it worthwhile. That, and it’s so easy to enter (and free!).

Over the years, the award has showcased incredible talent from debut authors as well as established writers, across diverse genres and styles. Don’t self-reject. If you’ve published a book on KDP within the eligibility period, you have nothing to lose by entering — and potentially a wonderful recognition of your hard work to gain. Good luck!