Episode 265: When Should Writers Change Course?

In the much-delayed final episode of our series on mindset for writers, we take a look at when writers should change course, and talk about the importance of mental flexibility.

This coupon code will get you 25% off the ebooks in the Frostborn series at my Payhip store:

AUGUSTFROST

The coupon code is valid through September 8, 2025. So if you need a new ebook this summer, we’ve got you covered!

TRANSCRIPT

00:00:00 Introduction and Writing Updates

Hello, everyone. Welcome to Episode 265 of The Pulp Writer Show. My name is Jonathan Moeller. Today is August 22nd, 2025, and today we are considering when a writer should change course. This is a new episode. It's the third and final one in the mindset series that I had hoped to finish in June, but it was a very busy summer, and so I ran quite a few reruns of old episodes over the summer, but today I have time to record a full length episode, so we're going to do that and wrap up this series on mindset that we've been doing this summer. We will also do Coupon of the Week and an update on my current writing and audiobook projects.

First up is Coupon of the Week and this week's coupon will get you 25% off ebooks in the Frostborn series at my Payhip store, and that code is AUGUSTFROST. As always, the coupon code and the store links will be available in the show notes for this episode, and this coupon code will be valid through September 8th, 2025. So if you need a new ebook to read as we wrap up summer and head into fall, we have got you covered.

Now let's do an update on my current writing projects. I'm pleased to report to that Ghost in the Siege, the sixth and final book of the Ghost Armor series, is out. You can get it at Amazon, Barnes and Noble, Kobo, Apple Books, Google Play, Smashwords, and my Payhip store. And with that, my Super Summer of Finishing Things is finally complete because I have finished the Shield War series, the Stealth and Spells trilogy, and now the Ghost Armor series.

So now that those three series are done, what is next? Right now my main project is Blade of Flames, the first book in a new epic fantasy series that will be set in the Kingdom of Owyllain from my Sevenfold Sword series and I am 29,000 words into that.

My secondary project right now is Cloak of Worlds, the 13th book in the Cloak Mage series, and I am 1,000 words into that. So hopefully we will have Blade of Flames come out towards the end of September and Cloak of Worlds come out towards the end of October, if all goes well. So my plan now that I have only three unfinished series is that the Blades of Ruin series (of which Blade Flames is the first one) will be my flagship series, and I'll do one of those every other month and then the month in between I will alternate between writing a Cloak Mage book and a Half-Elven Thief book.

I will continue that schedule until one of those series is completed and then I will start a new one because what I learned through 2024 and the first two thirds here of 2025 is that having five unfinished series at the same time is too many. It's hard to keep up in my head and it makes for a really long wait for the readers between the individual entries in the series. So I'm going to stick to just three from now on and as I said, I'll have a flagship series and then two that I will alternate back and forth between in the months between the releases for the flagship series. So that is probably what I'll be doing for the rest of 2025 and hopefully most of 2026, if all goes well.
In audiobook news, recording is underway for Shield of Power, which will be excellently narrated by Brad Wills. I've been listening to some chapters from that. Work has just started by Hollis McCarthy on recording Ghost in the Siege, so that will hopefully be an audiobook before too much longer. So that's where I'm at with my current writing and publishing and audiobook projects.

00:03:29 Main Topic: Mindset Series: Changing Course

And now to our main topic, the final episode in our mindset series and we talk about changing course. In previous episodes on this topic, I've talked about some of the practical ways to help with distractions, procrastinating, and managing time wasters. In this episode, I'm going to focus on things that derail writers from a mindset perspective. Today we're going to wrap up this series by talking about mental flexibility, knowing when to change course, and how to make those types of decisions without spiraling out. First, we'll discuss a few reasons why mental flexibility is an important attribute to possess and then provide you with five examples of times it has been important for me in my writing career.

First, why is having mental flexibility and the ability to change course important? With how fast things change in publishing, you have to be willing to change strategies or discard a strategy that's not working for you. An example is that many people who are familiar with Amazon ads swear by using Amazon keyword ads. After much experimentation, I concluded they weren't very helpful for fiction. The reason for that is I found that for most books that are sold off Amazon, people will sit down and type, for example, “Brandon Sanderson latest book” or “J.D. Robb latest book” or “Stephen King latest book” and so on. If you bid high enough, you can get top of search for those where if you pay $2 a click or $2 for the bid and someone types in “Stephen King latest book”, you can get your book to appear at the top of the page with the ad. However, in practice, what actually happens is the person who sat down to look for “Stephen King latest book” isn't looking for your book, he's looking for Stephen King's latest book. So he or she will simply scroll past the ad result with your book and then click on Stephen King's book.

The only way I found that keyword advertising works for fiction is if you write towards very specific tropes and are willing to pay a lot of money for those clicks. For example, you write a romance that's a “slow burn, no spice, enemies to lovers romance”, and there are people who search for exactly those tropes, and if you use keyword ads to bid for that, you could get it, but it's very expensive and it's very difficult to turn a profit. Because of my experiments with this, I saw that although many people say keyword ads are essential, I didn't cling to that piece of advice and switched my Amazon ad focus to having a few more category ads and Audible ads for each title, and that has been pretty nearly profitable most of the time, certainly more profitable than just relying on keyword ads would be.

I should note the one exception for that would be that keywords ads do work very well for nonfiction where, for example, my Linux Command Line book, I can pretty easily run ads to it for search terms like “Linux Command Line” or “Linux Command Prompt.” And because people are looking for a nonfiction book on that topic without looking for a specific author, that can work. In keyword ads, I found that for fiction, people are looking for a specific author and want that specific author, whereas for nonfiction, they're looking for the topic and don't care so much about the author, so long as the book has good reviews and looks like the author knows what he or she is talking about.

Another reason to be mentally flexible is that something new might actually make things easier for you. I used to work in IT support, and so I fairly often encountered someone who stubbornly clings to the way they learn something. I knew numerous people who memorized a specific way to do a task on their computer and then just stuck to that and avoided doing anything easier, such as, for example, not learning to use keyboard shortcuts. And as you know, if you do a lot of office work, learning keyboard shortcuts like Control + C for copy, Control + V for paste, or Control + Z to undo can save you a whole lot of time over compared to very laboriously clicking through the menus with your mouse. People like that very frequently resist a learning curve in favor of a slower approach because it's working for them, but then they lose out on a faster and easier way to do something. Change is not always good, but sometimes change can be good.

And the thing about indie publishing is that change is constant. In a field where change is constant like indie publishing, you can't cling to something that first worked when you started out. Trying new software, learning new skills, and keeping up with changes in ebook platforms is something self-published writers must do. Another reason to retain mental flexibility is you might be missing out on a source of revenue. If you're not willing to change sales strategies when the market changes, you might be missing out on potential readers.

For example, as people are tightening their budgets in these times of economic uncertainty, they might be less likely to buy individual books and focus their book spending on a subscription like Kindle Unlimited or Kobo Plus. If you don't have content on those platforms for readers, you're missing out on readers who have shifted their spending. For myself, I only have some of my books on Kindle Unlimited because of the exclusivity requirement, but everything I have on Kobo should be available through Kobo Plus, and typically on any given month on Kobo, at least 60% of my revenue tends to come from Kobo Plus instead of Kobo direct book sales. So that was a place where it was necessary to have the mental flexibility to make a pivot.

Another good reason to be mentally flexible is that you might be missing out on something important that the data is showing you. One of the big advantages of being self-published is having access to complex and real-time data instead of having to wait for biannual royalty statements that don't provide information. There are some criticisms that can be leveled at Amazon for how much data they show authors. However, this is light years ahead of the kind of sales data that comes out of traditional publishing for writers where royalty statements were often quite arcane and difficult to understand by design, so the publishers could get away with paying the authors as little as possible. And because you have access to this data, you have basis for solid information, solid decision-making.

For example, if one of my series is starting very strong in the UK in its first week of release, I can shift some of my ad spending to UK specific ads. Looking at sales and ad data gives you an opportunity to respond and change your approach. And sales data, even more than reviews, tells you if a book, series, or genre is working for you or if it's time to try something new. It's important not to fall prey to what's called the sunk cost fallacy, where you throw even more time and money on something that isn't profitable in hope of recouping the money that you've already spent. Sometimes it's wise to know when to cut your losses and run. It's probably a better use of your time to focus on the next book or series. Data can tell you which book or series that readers are most excited to see from you.

Now that we've talked about the various good reasons that mental flexibility is important, I thought it'd be helpful to show you five times that I've had to use mental flexibility and change course over the course of my career as a writer.

#1: Self-publishing. For all that I’ve been a proponent of self-publishing for the last 14 years, that wasn't always the case. I started out with the goal in the late ‘90s and early ‘00s of being traditionally published. Demonsouled actually was traditionally published along with some short stories. However, for a variety of reasons that I've talked about before, this turned out to be a dead end. Traditional publishing at that time was not interested in fantasy series like mine. I felt like traditional publishing was a dead end, and then I changed my efforts to blogging on computer-based topics. I'm still quite proud of the fact that in 2010, I made a good bit of money from Google Ad Sense off my tech blog, a feat which was difficult then and would probably be impossible now.

Then I started to hear about self-publishing through Amazon, which at the time was a very new phenomenon. I started hearing about that in 2009/2010, thereabouts, and I initially wasn't very impressed and I wasn't very impressed with the idea of ebooks altogether. At the time, I had a huge collection of paper books and well, I don't have as many now. I still do have a fair bit of paper books, but at the time, I didn't think that ebooks could be a substitute for traditional paper books.

Then at the end of 2010, in fact, the week after Thanksgiving, I bought my first Kindle, a third generation Kindle that was famously called the Kindle Keyboard because they had that little keyboard at the bottom, and I was very impressed with the device. I thought there has got to be a way to make money off this. As I started reading various writers groups, I came across Kindle Direct Publishing, and finally in April of 2011, I decided to give it a go and republished Demonsouled through it, and that's where it all began for me.

#2: Learning new skills and adapting. I think one of the biggest parts of why I've been fortunate enough to be able to do this for as long as I have is the willingness to take the time and effort to learn or try something new. I've had to teach myself how to format ebooks in several different programs, how to start first the LLC and then a S Corp, which finally involved realizing I couldn't do it myself and hiring people familiar with the appropriate documentation to do it for me, how to hire narrators and proof audio, how to file 1099s for narrators (that was a whole experience, lemme tell you), how to create a direct sales platform on Payhip, how to create my own book covers in Photoshop, how to make various 3D images myself for those book covers, how to maintain and update my website, how to do Amazon ads, how to do BookBub ads, how to do Facebook ads.

So in the past 14 years I've been doing this, I think it's fair to say I've acquired quite a few new skills along the way. Each time I weighed out if not having this skill was holding me back. For example, creating my own covers became an absolute necessity for me after a while because even the most experienced cover designers could not create covers at the pace I published. Well, they could, but it's more accurate to say that the cover designers, the really good cover designers, the ones I wanted to hire, worked so far out in advance that you had to book them nine months to maybe a year in advance. And I eventually came to find that very rigid and constraining to my writing process. A couple of my books have titles that are totally unrelated to what the book is about, just because I had to pick the title like nine months, twelve months out in advance.

And while they were very good covers, I did find it a little bit constraining that I had to try and keep the book at least close to what the cover was. If I hadn't changed course and learned how to do it myself, it would've limited how many books I could publish in a year, and likely it would've cost me many thousands a year in lost revenue. Therefore, having the mental flexibility to learn new things is a major skill in self-publishing.

And the thing I'm contemplating learning right now is something with video, because short form video seems to be a good way that many authors are connecting with their readers and their audience. It’s just that I don't personally use short form video a lot, so I'm wondering if it'd be worth the effort to learn. I think it'd probably be worth the effort to learn, but I haven't decided on how to do that and need to do some more reading, which is another aspect of mental flexibility.

#3: Changing pricing strategies. Permafree pricing book for free on ebook platforms was not as common of a strategy when I first started self-publishing in 2011. I mean, people were doing it, but not as many as now. At the time (and to this day, in fact), many people were outraged that thought of giving out an ebook for free and opine that it would devalue their work. The argument was that if you take a year to write a book and then people should at least be willing to pay as much as they would for, for example, a fancy Starbucks coffee. However, this overlooks the reality of economics where that something is only as valuable as people are willing to pay for it. And that in fact is, a good way to get people to pay for your remaining books is if they read the first one for free and then they like it enough that suddenly the remainder of the books in the series will have value for them and hopefully they will buy it.

But back in 2011, I decided to give permafree a try because I had series instead of standalones, and it has been one of the most significant ways that people have found my work. If I listened to the sort of old school traditional thinking about pricing ebooks, I would've missed out on this opportunity.

#4: Doubling down on audio. At one point, towards the end of, actually towards the middle of 2023, I was considering and had almost decided to give up on producing my own audiobooks due to the significant expense and how much time having to proof them was taking away from my writing. Instead, I thought about ways to make the workload easier. I hired someone to proof the audiobooks for me and then found ways to promote them through deals on platforms like BookBub and Chirp. I started to create more Amazon ads for them and focus on making audiobook anthologies because these are very attractive to people trying to get the most out of their Audible credit each month. Although it's still mainly a tax deduction for me at this point in terms of business value, I would've lost out on a growing revenue source and a big piece of the publishing market if I had given up on audiobooks.

#5: And fifth and finally, as I've talked about before, the Stealth and Spells series. This series really challenged me because I had a very specific plan for a multi-book series (I was thinking like seven or eight books originally) and enjoyed writing the first one. However, there were a few problems with it that forced me to take a hard look at the series and change my original plans quite drastically. The series was originally called Sevenfold Sword Online, which confused fans of the original Sevenfold Sword series. I made the choice to change the title to Stealth and Spells Online to make the separation clearer, even though it's a pain to change titles, and that came with some confusion of its own. I also changed the covers to resemble some of the other LitRPG books because it was originally closer in look to some of my epic fantasy covers.

These changes did help, but I had to take a cold hard look at the data. Sales and ad data clearly showed that it was time to cut my losses and focus on more profitable series. So I changed my series plans to wrap everything up in the third and final book rather than a multi-book series as I had originally planned and based on reader reception to the third book, I think it went pretty well.

Ultimately, you can only plan so much as a writer, and you have to accept that those plans might need to change. One of the best gifts you can give yourself as a writer is the ability to be mentally flexible and not stick with plans, books, or attitudes that aren't working for you. Well, I hope you have enjoyed this mindset series and found it useful to your own situation.

So that is it for this week. Thank you for listening to the Pul Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes athttps://thepulpwritershow.com. If you enjoyed the podcast, please leave your review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.