“When you think, night after night, this COVID is going to kill me. I don’t know if I’m going to make it until the morning, you come out the other side of that and you’re not the same person.” — Nell Goddin
At 64-years-old, nearly broke, unable to pay rent, and struggling with COVID, bestselling author, Nell Goddin began selling directly to readers and grossed half a million dollars last year alone. She is a testament to what is possible when you sell directly to your fans independently as an author.
In the fast-evolving world of publishing, where giants like Amazon and traditional New York publishers dominate, Nell Goddin stands out as a beacon of hope for aspiring authors. In an exclusive interview with me, Goddin reveals how she turned her cozy mystery series into a lucrative venture by selling directly to her fans, bypassing the conventional routes. Her journey from a struggling author to a half-million-dollar success story is nothing short of inspirational, offering a roadmap for writers looking to achieve financial independence and creative control.
Jeff Rivera: For those who haven’t read them, what should they expect?
Nell Goddin: Thanks for having me. My Molly Sutton mysteries are cozy mysteries. They’re not dark or gory and have humor in them. Serious things happen, but overall, they’re lighthearted. What makes them unique is that they’re set in France. I love France, so setting my series there lets me be there all the time in my imagination, and my readers get to enjoy a virtual trip as well.
Let’s talk about your decision to sell directly to your fans. Why did you choose this route?
Goddin: In the summer of 2022, after self-publishing for seven or eight years and facing a significant drop in income post-COVID, I realized I needed a change. I started running Facebook ads, which weren’t working, so I took a course that introduced me to Selling Direct. This approach reduced my dependence on other platforms and gave me more control. Now, I still sell on Amazon and Barnes & Noble, but having my own Shopify store and email system has been very empowering.
How successful can one be as an indie author selling directly to fans?
Goddin: Last year, I grossed about half a million dollars. While my ad costs were high, this was just the beginning. I had just opened my Shopify store and was getting everything optimized. I believe I can make a lot more. The key is writing a good series in a popular genre, like Cozy Mysteries, where the readership is substantial and tends to read a lot.
That’s incredible. What challenges did you face during this transition?
Goddin: I got COVID early on and ended up with long COVID, which left me very sick. In 2022, I made about $1,000 in a month from ten books, which wasn’t enough to pay rent. That period made me realize I needed help. When you think, night after night, this COVID is going to kill me. I don’t know if I’m going to make it until the morning, you come out the other side of that and you’re not the same person. And one of the things I realized when I saw that I had only made $1000 from Amazon across 10 books, was that I needed to do something and
writing another book wasn’t going to be enough. I hired Mint, a company Steve Pieper was associated with, to help me with ads. It was expensive, but it taught me the importance of investing in my future and leveraging expertise.
What specific advice would you give to an author who’s just starting and contemplating this path?
Goddin: If you’re not risk-averse, I’d say go for it. But for those who are more cautious, it’s crucial to find a balance and make smart investments. Join writer-based Facebook groups to stay updated on the latest trends and courses. Investing in advertising is essential because if people don’t know your book exists, they won’t buy it. Whether through Facebook ads or posting regularly on TikTok, find a method that works for you and stick with it.
How do you convert ad clicks into sales on your Shopify page?
Goddin: It’s an ongoing project. I constantly test and optimize my page, ensuring it’s visually appealing and mobile-friendly. Reviews and snippets from readers provide reassurance to potential buyers. I also test different price points. Currently, I sell a bundle of the first six books for $29, but adjusting the price is something I continually experiment with to find the sweet spot.
Any final words of inspiration for aspiring authors?
Goddin: If you’ve always wanted to write a book, give it a shot. It’s very doable to make a living from writing books. You don’t need traditional publishers to succeed. Just remember, it’s easier to succeed in a genre where readers know what to expect. Genres like mysteries, science fiction, or fantasy can help establish a loyal readership more quickly.
Nell Goddin’s story is a testament to the power of resilience, innovation, and the entrepreneurial spirit. By selling directly to her fans, she has charted a new course in the publishing world, proving that with the right strategy, authors can achieve massive success and financial independence. For those dreaming of making a living from their writing, Goddin’s journey offers both a roadmap and a beacon of hope.
