The moment you hover over that pricing field in your book publishing dashboard, doubt creeps in.
“Will anyone pay that much?”
“Maybe I should price lower to get more sales.”
Like many indie authors, you might be caught in the trap of undervaluing your work.
Jen Sincero would tell you to stop doubting yourself. Sincero is the author of You Are a Badass at Making Money, a book designed to help readers move past the “fears and stumbling blocks that have kept financial success beyond your reach,” according to the book’s blurb. She uses examples from her own experience of going from a woman living in a converted garage to best-selling author to encourage her readers toward the same level of success. According to an article on Popsugar, “This book truly crystallizes the concept that financial abundance is an inside job—that it all begins with your mindset.”
As an indie author, that abundance begins with transforming your relationship with pricing. Success in the indie publishing world requires both internal mindset work and strategic market awareness. Sincero advises that you need to have the desire to create a new financial reality in order to make it happen.
Recognize Your Worth
The “starving artist” narrative has overstayed its welcome. Every hour you’ve spent crafting your story, developing your craft, and building your author platform represents real value. When you price your book at $0.99 because you're afraid to charge more, you’re not just undervaluing your work—you’re also sending a message to the market about its worth.
Sincero cautions that our society thrives on fear and wants you to limit yourself. Instead, she urges you to go for the “and” life—doing what you love and making money.
Traditional publishers routinely price ebooks at $9.99 or higher, and readers happily pay these prices for authors they trust. Your work deserves the same consideration. Remember, every time you invest in professional editing, cover design, or marketing, you’re adding tangible value to your product.
Understand Your Reader's Value Perception
Price is a psychological trigger. Higher prices often lead to higher engagement because readers have made a meaningful investment in your work. When someone pays $14.99 for your book rather than downloading it for free, they're more likely to read it, implement its lessons, and recommend it to others.
Consider successful indie authors like Joanna Penn, who have built their careers on premium pricing combined with exceptional value. Your readers’ perception of value extends beyond their immediate purchase to future books, courses, and services you might offer.
Strategic Pricing Steps
Transform your pricing strategy by creating multiple entry points for readers, such as:
- Base-level ebooks priced competitively within your genre
- Premium paperbacks with high-quality printing and design
- Limited-edition hardcovers for collectors and superfans
- Boxed sets offering value for series readers
- Audiobook versions commanding higher price points
Then, expand your revenue streams by building value-added services, such as writing workshops for aspiring authors, speaking engagements in your area of expertise, coaching services, or exclusive reader events.
Set prices that allow for reinvestment in your business. If you’re pricing at rock bottom, you can’t afford professional covers, marketing, or platform building. Price your book with the purpose of allocating a portion of your profits for marketing expenses.
Test different price points systematically. Launch at a higher price point and gather data on conversion rates. Use promotional pricing strategically to drive specific marketing objectives like launch momentum or series discovery.
Taking Action
Your pricing strategy reflects your professional self-image. As you step into the role of successful author-entrepreneur, let your prices reflect the value you provide. Start today by reviewing your current prices. Are they aligned with your worth? Do they allow for business growth? Make one bold pricing change this week, and watch how it transforms not just your income, but your entire approach to your author career.
Gayle Leeson
Gayle Leeson is a USA TODAY best-selling, award-winning author who writes multiple cozy mystery series and a portal fantasy series under the pen name G. Leeson. Gayle has also written as Amanda Lee (the embroidery mystery series) and as Gayle Trent. Visit her online at gayleleeson.com.
