Some of the most fascinating stories of authors are the ones who approach publishing, storytelling, reader retention, or other aspects of our business from a unique angle; who leave behind the well-trod paths and explore new roads to success. These sorts of people are interesting for a variety of reasons: How did they find something new that others missed? And perhaps just as important, is there something we can learn from their journeys and apply to our own?
One such author is David Viergutz, an IAM staff writer and the “Master of Malice.” David’s approach to storytelling has opened new doors for the rest of us to peer through. He’s developed and proven new paths for author revenue, using a uniquely fun business model that’s proven to thrill his fans—and David has a lot of fans. His epistolary story system has hooked enough readers to net more than $1.3 million in sales in 2024. David has already launched a second ScareMail, with a third set to release later this year.
The Born Entrepreneur
From an early age, David wanted to be an entrepreneur. In what, he wasn’t sure, but the freedom of the “laptop lifestyle” appealed to him, and running a business came easily. His early businesses were focused on fitness training.
But his mind always drifted back to books.
“I’d always had a goal in mind. When I was really young, I was like, I want to write books,” David says.
As a teen, he often dragged novels around with him, getting lost in the worlds of authors like Nix, Tolkien, and King. But he "lost that spark" somewhere along the way. Despite a successful career, he’d grown unhappy and knew it was time for a change. Before he could dive back into writing as an adult, he had to relearn the love of reading and writing.
Transferring his entrepreneurial spirit toward writing came naturally. Getting the new business off the ground? Not so simple.
“I was so poor at the time that I was selling blood plasma to pay for my covers. That’s how much I believed in this,” David says.
He published his first book, a horror novel called The Risen Prince in 2019, sold his gym and his contracts, and went “all in on writing.”
That's not a risk many early authors would be comfortable with after releasing just a single book. But David’s intense focus and determination rapidly accelerated his career.
What Do You Want to Be Known For?
Even with more than twenty novels under his belt, David prioritizes being called a “storyteller” and “entrepreneur” over “writer.” That mindset drives everything he does.
His debut book made just $250 in sales, but that modest start convinced him of the market potential. He then emphasized relationship-building with readers, creating specialty items like steel bookmarks and signed cards for loyal fans.
His second year generated $5,000. Year three climbed to $30,000, and by year four, he made $50,000. The fifth year cracked six figures at $100,000. Then ScareMail arrived, bringing over $1.3 million, and he’s targeting $3 million in 2025.
This wasn't an overnight success story—it was a meticulously built, sustainable achievement.
ScareMail: The Game-Changing Strategy
Even as success grew, David struggled with the typical indie-author dilemma: continually producing new books to maintain income and readership. Acquiring a new customer was costly, making retention paramount.
Enter ScareMail. Unlike common digital subscription models (like Patreon or Substack), ScareMail mails serialized novels directly to readers' homes. Twice monthly, subscribers receive letters containing chapters along with tangible, story-enhancing “artifacts.” Each ScareMail novel spans around 100,000 words, delivered through 24 installments.
By connecting deeply with readers via physical mail, David cultivated exceptionally committed fans. He converted single novels into premium products priced around $100 each—far simplifying marketing and customer acquisition.
“Why sell a hundred books for a dollar apiece when you can sell a hundred-dollar book?” David says.
These letters aren't ordinary paper printouts—they're meticulously crafted storytelling experiences featuring burnt edges, eerie photographs, cryptic symbols, and immersive touches.
Innovation as an Author’s Most Powerful Tool
Never content to rest, David remains laser-focused on innovation. His next launch expands ScareMail into audiobooks and interactive elements, including augmented reality and gamified storytelling.
David’s story emphasizes the benefits of venturing beyond the traditional indie-author playbook, persistently adopting fresh methods of author-reader interaction. His journey provides ample lessons for indie authors eager to innovate, captivate, and significantly grow their creative business.
Kevin McLaughlin is the USA Today bestselling author of 83 books. He predominantly writes science fiction and fantasy, authored The Coffee Break Novelist and You Must Write, and has loved reading and writing serials for decades.
