Cole Stephens’s Fragments: The Revelation and Adapting to Overcome Obstacles

Fragments: The Revelation

Cole Stephens on Adapting to Overcome Obstacles

Cole was such an encouraging person to talk to about his publishing journey. He’s encountered a lot of obstacles along the way but also learned to adapt, grow, and find community with other authors.

Here are some things he shared:

Adapting after Rejection

Originally, Cole went the traditional publishing route with the Fragments series but then pivoted to self-publishing. When I asked Cole why he decided to self-publish, he said:

[I chose self-publishing] after 100 rejections. I can handle rejections for sure. What I can’t handle is the form letters from so many publishers who are looking for a cookie-cutter book (that’s also unique) based on an old formula of storytelling (that you’re supposed to make new and hip) that I’ll make pennies on the dollar from (because the publishing industry is dependent on authors but doesn’t give a shit about them. Not that I have strong opinions about the publishing industry or capitalism or the idea that the people who labor actually deserve the credit and success from their labor.)

I obviously had to ask follow-up questions about that answer. A hundred rejections would be enough to kill anyone’s motivation and confidence. So I asked what made him keep pushing. What would he say to another author who’s currently struggling with rejections? Here’s what he said:

It’s a journey of finding out how much grit and determination you have to be an author. Yeah, 100 rejections was hard. Maybe the 101st would have worked out. Maybe not. But with how many options there are surrounding publishing now, there really does seem to be an option for everyone. That being said, quality is vital, and understanding the set standards surrounding any book published is important. You have to know the rules before you can break them, and breaking them has to be done on purpose, with purpose, and for a purpose. What helped me keep pushing was actually moving on to another project. I wrote my sci-fi series first, branched out to other genres like romance, fantasy, and children’s books, and when I had learned a lot from those experiences, I went back and rewrote the sci-fi series again. But I still wasn’t pleased with it, and I knew I needed to learn more. So I attended a conference, entered competitions, joined a local writing group that meets in person to provide critiques, and ultimately continued to improve my writing. It’s like practicing to become good at anything. So, when I circled back to my sci-fi series and rewrote it again, I finally felt it was ready. It’s not perfect, and I also know that if I waited for it to be absolutely perfect, I’d never publish it.

Adapting to Marketing and Distribution Struggles

Cole shared that while he might self-publish a standalone book or two in the future, he’d prefer to follow a path that allows him to focus more on writing and less on marketing and production. He says:

[I wish I’d known] how much time it takes to do the non-writing part of self-publishing. I wanted to tell stories and share them with people. But it’s become such a crazy process I wish I’d been better prepared and chosen to finish all four books [in the Fragments series], including covers and editing, before I started to market. Then I wouldn’t have to go through the process of ensuring the books are formatted properly, that they cover is exact down to the centimeter… it’s all the details that get overwhelming.

As a follow-up, I asked Cole if he’d thought about using a publishing services company.

If you are unfamiliar with publishing services companies, they essentially offer you the services of a traditional publisher (like editing, formatting, marketing, cover design, etc.) for a fee. Where traditional publishers offer authors advances, publishing services companies offer a paid service. So there are upfront costs, but you get the benefit of focusing on what you really want to do while they focus on the things you don’t want to do. It’s a great tool for those who want to self-publish but don’t want the stress of being solely responsible for every facet of production.

Here’s what Cole said on that:

I actually recently met with a publisher who does a hybrid model. I’ve very keen on the idea of having a few long-running series that I can publish 3-4 books a year with. Honestly, I was impressed with the idea that, instead of you paying all the upfront costs and doing the work yourself, you just pay someone to do it and then they continue to market your book. Royalties are lesser, but with someone managing my marketing and distribution, I can focus more on producing content.

To aspiring authors, he says:

I recommend a hybrid journey, which is what I think I’ll be aiming for in future works. I would still want to format the book how I’d like and choose covers and such, but I just don’t want to handle the distribution and marketing. I’d literally be willing to cut into any potential profits so I could not have to deal with distribution and marketing.

Adapting to Knowledge Gaps

Anyone who’s published a book will tell you it involves so much more than just writing a good story. There are so many moving pieces that go into not only creating the book start-to-finish but also getting that book into the hands of readers, getting reviews, and building your audience.

Learning how to manage all of those extra processes, like marketing, distribution, formatting your book, and more, can be overwhelming. Where do you start? What resources might help? What advice do you listen to?

Cole mentioned this aspect of his publishing journey when I asked what the hardest part of it all was:

There’s so much information out there about self-publishing do’s and don’ts that I literally don’t know where to begin. So, I found some basic answers, explored some things, made mistakes along the way, and I’m sure I will continue to do so. It’s figuring out what works for you and doing that while trying to do something standard in an industry that’s literally going against the standard of trad publishing.

He mentioned that one way he learned how to navigate all of this information was by joining groups of authors who were willing to share their experiences:

What actually really helped me was when I reached out for help on social media. I complained that being an author was really hard, making a point to say I wasn’t expecting people to go out of their way and feel bad for me or anything. I just wanted to vent. And, it turns out I know an author through a few connections named Erin Wright. She helped coach me through some of the ideas I had, struggles I was having, and connected me to the Facebook group Wide for the Win. It’s absolutely amazing, and full of resources! From there, I just started seeking out groups on Facebook and asking to join. Some of them haven’t panned out, but others have. Then, when things really got better for me in regard to author connections was when I joined TikTok and actively began posting. From there, I’ve actually been reached out to a few times, invited to various groups, done some lives, and made some connections that way. So, short answer? I put myself out there, which was really scary, and have received heaps of help and rewards. I’ve seen so much of the author community be so supportive, and that’s encouraged me to continue writing.

Closing Thoughts

When you begin your publishing journey, it’s impossible for you to anticipate all of the obstacles in your way. At this point, you don’t know what you don’t know. But with some grit and perseverance, like Cole, you can continue to move forward, adapt, and overcome those obstacles.

Along the way, remind yourself that these challenges were always going to be a part of your journey. As you learn how to overcome them, you grow as an author and gain insights that you might not have learned otherwise. Just keep pushing. Because your story deserves to be heard.

Don’t forget to follow Cole Stephens on TikTok @ColeStephensAuthor, on Instagram @Christafuzz89, and on his website at ChrisColeBooks.com.

Thank you, Cole, for sharing your story!

Full Questionnaire

What made you decide to write your book?

I’ve been working on this for ten years. It originally started out as a trilogy, but after consulting with a fellow author about publishing wide, I changed it to a series of four. But I’ve always wanted to write a science fiction series with LGBTQ+ lead characters who were pivotal to the existence of humanity.

How long did it take you to write your book?

The first draft took me a summer. I set it aside for a few years, rewrote it, and started sending it to a few people. Finally, I rewrote it how I originally wanted it to be and set on the track to publish!

Are you a full-time author?

I am not. I am a school counselor, of all things!

Why did you decide to self-publish?

I have control issues (ha ha!) But, seriously, I had very specific things I wanted to do with this book series, and after submitting to over 100 publishers without any real interest, I decided to move forward on my own.

Would you self-publish again in the future?

It depends. A standalone book or two, possibly, but where I have at least two series I want to write, it would help to write more and worry less about the marketing and distribution side of things.

If you queried publishers before choosing to self-publish, at what point did you decide to change directions?

After 100 rejections. I can handle rejections for sure. What I can’t handle is the form letters from so many publishers who are looking for a cookie-cutter book (that’s also unique) based on an old formula of storytelling (that you’re supposed to make new and hip) that I’ll make pennies on the dollar from (because the publishing industry is dependent on authors but doesn’t give a shit about them. Not that I have strong opinions about the publishing industry or capitalism or the idea that the people who labor actually deserve the credit and success from their labor.

Tell me about your marketing journey.

What has worked?

TikTok has been surprisingly beneficial in making author connections to determine what has worked for others versus what hasn’t. It’s also been helpful to help people to know me as a person, throwing in promotions for my books and share my journey of writing. Where I’m currently in grad school, it’s quite difficult to promote and focus on my books. It takes some investment up front, not just of money, but time and planning. I’m part of numerous groups and people who share their experiences help me determine what I can do as I market my books.

What did you expect to work better than it did?

Paying for advertising on Amazon and such. Paying to promote my books didn’t work very well at all. 

What has been the hardest part?

Choosing avenues for distribution, the marketing strategies, and generally doing everything myself has been absolutely exhausting. Self-publishing books in my experience has been more about marketing and making distribution decisions than actually writing.

If you feel comfortable sharing: What did your sales look like in the first year? After the first year?

I haven’t had any sales yet, and currently have two preorders for my book that comes out in July. The hard part is that putting a cover on TikTok with some cool animations and music doesn’t sell. So, now I need to look into things like free video that could represent portions of my story. Video previews for books is a thing now.

How much time was there between finishing your first draft and seeing it on the (physical or digital) shelf?

For the first book there will be eight years. I finished the first draft in the summer of 2015. However, for the third book, I haven’t finished it yet and I have plans to publish it next March. So, yay. (No pressure).

Did you work with anyone to help you create and publish your book (beta readers, editor, someone to format your book, book cover designer, etc.)?

Yes, I worked with beta readers and a book cover designer. I wanted editing; I just couldn’t afford it. Luckily, I have a bachelor’s degree that helps, in addition to reading out loud to my husband, who was infuriatingly helpful in telling me what worked, what didn’t, etc. I also utilized ARC readers for book one but haven’t heard anything from the people I sent books to. For books three and four I’m planning on beta readers and an editor, and continuing on through the same self-publishing avenues and cover designer. 

What surprised you about the publishing journey?

Honestly, it’s been the reaction of people I know when I tell them I’m going to publish. I’m always surprised when it’s people I don’t expect to follow through with reviews or letting me know they read my book who do so. It’s the people I’m generally closest to who don’t read my stuff. 

What was the hardest part of the journey?

There’s so much information out there about self-publishing do’s and don’ts that I literally don’t know where to begin. So, I found some basic answers, explored some things, made mistakes along the way, and I’m sure I will continue to do so. It’s figuring out what works for you and doing that while trying to do something standard in an industry that’s literally going against the standard of trad publishing. 

What do you wish you had known at the beginning?

How much time it takes to do the non-writing part of self-publishing. I wanted to tell stories and share them with people. But it’s become such a crazy process I wish I’d been better prepared and chosen to finish all four books, including covers and editing, before I started to market. Then I wouldn’t have to go through the process of ensuring the books are formatted properly, that they cover is exact down to the centimeter… it’s all the details that get overwhelming.

In terms of upfront costs, how much did you spend to get your book published?

Between just the cover and beta reading, it was about $500. It would have been more if I’d done editing, which I’ve found is the most significant cost of writing a quality book. I’d say it’s probably about $1,500 between cover, editing, initial advertisements. More if you want to have a book signing and have print copies available. 

In your opinion, what is the biggest “plus” about self-publishing? The biggest drawback?

The best thing I’ve experienced is that I have complete control over every detail. The biggest drawback is also the same. Because I have creative control, which is amazing, but I have sales control, which is so difficult for me. 

Anything else you’d like to share with aspiring authors?

For aspiring authors, I recommend a hybrid journey, which is what I think I’ll be aiming for in future works. I would still want to format the book how I’d like and choose covers and such, but I just don’t want to handle the distribution and marketing. I’d literally be willing to cut into any potential profits so I could not have to deal with distribution and marketing.

Follow-Up Questions

You mentioned being a part of groups where people share their experiences around marketing. How did you find these groups? How can others become a part of them?

What actually really helped me was when I reached out for help on social media. I complained that being an author was really hard, making a point to say I wasn’t expecting people to go out of their way and feel bad for me or anything. I just wanted to vent. And, it turns out I know an author through a few connections named Erin Wright. She helped coach me through some of the ideas I had, struggles I was having, and connected me to the Facebook group Wide for the Win. It’s absolutely amazing, and full of resources! From there, I just started seeking out groups on Facebook and asking to join. Some of them haven’t panned out, but others have. Then, when things really got better for me in regard to author connections was when I joined TikTok and actively began posting. From there, I’ve actually been reached out to a few times, invited to various groups, done some lives, and made some connections that way. So, short answer? I put myself out there, which was really scary, and have received heaps of help and rewards. I’ve seen so much of the author community be so supportive, and that’s encouraged me to continue writing.

Have you considered working with a publishing services company? (Essentially paying for the services of a publisher without the gatekeeping of a publisher)

I actually recently met with a publisher who does a hybrid model. I’ve very keen on the idea of having a few long-running series that I can publish 3-4 books a year with. Honestly, I was impressed with the idea that, instead of you paying all the upfront costs and doing the work yourself, you just pay someone to do it and then they continue to market your book. Royalties are lesser, but with someone managing my marketing and distribution, I can focus more on producing content.

Receiving 100 rejections shows an INCREDIBLE level of determination and belief in yourself. What would you say to someone who is currently struggling with rejections? What helped you keep pushing?

It’s a journey of finding out how much grit and determination you have to be an author. Yeah, 100 rejections was hard. Maybe the 101st would have worked out. Maybe not. But with how many options there are surrounding publishing now, there really does seem to be an option for everyone. That being said, quality is vital, and understanding the set standards surrounding any book published is important. You have to know the rules before you can break them, and breaking them has to be done on purpose, with purpose, and for a purpose. What helped me keep pushing was actually moving on to another project. I wrote my sci-fi series first, branched out to other genres like romance, fantasy, and children’s books, and when I had learned a lot from those experiences, I went back and rewrote the sci-fi series again. But I still wasn’t pleased with it, and I knew I needed to learn more. So I attended a conference, entered competitions, joined a local writing group that meets in person to provide critiques, and ultimately continued to improve my writing. It’s like practicing to become good at anything. So, when I circled back to my sci-fi series and rewrote it again, I finally felt it was ready. It’s not perfect, and I also know that if I waited for it to be absolutely perfect, I’d never publish it.

In an average week, how much time would you say you spend marketing your book(s)?

In an average week, I’d say I probably spend between 4-8 hours just focused on marketing and distribution, which includes formatting for various sizes of books and whatnot. Where I haven’t been able to afford much of my own marketing, I’ve been utilizing TikTok videos and spreading those around at various times to build a following. I’ve arranged my own book signing where I’ll be reading from the first book, and continue to market harder than I ever have before. So, I’m trying a few different things, and it’s taking more time to figure out how to navigate the various systems.

I’d love to hear more about arranging your own book signing. Are you working with a local bookstore, or hosting something 100% on your own? What did that setup entail?

It’s kind of a funny story about the book signings – my sister owns a local dog grooming business, and she participates in these art expos the first friday of every month. I had said I wanted to do a book signing, and she offered her shop to me! I’ve done three total – two at her shop and one at our area Barnes and Noble. I worked with the local manager of Barnes and Noble because they didn’t carry my books, but did have them available on their website. Since I had bought copies myself to then resell (which is a whole other topic of small business that I’m still figuring out) I simply used those and brought them to Barnes and Noble. It was an amazing experience and I’m very much looking forward to another signing with my science fiction series as it (hopefully) gains traction and becomes popular.