Tools of the Trade: Equipping Your Author Business

Perhaps nothing is more valuable for book sales than positive reviews. Yet getting those coveted ratings can be one of the most challenging aspects of publishing. Thankfully, several platforms now exist specifically to help authors connect with potential reviewers.

Booksprout.com* is many an author’s go-to platform for organizing review campaigns. I signed up for their free version, but when I can afford to, I intend to sign up for their annual plan. Because I am very serious about getting reviews.

Here’s how it works:

Booksprout offers three tiers:

What I appreciate most about Booksprout is how it streamlines the process of finding reviewers who are genuinely interested in your genre. While the free tier doesn’t include most review functionality, the paid options are reasonably priced for the time they save.

Getting reviews requires persistence regardless of which platform you choose. I recommend starting with one platform, learning its nuances, then expanding your approach as your publishing catalog grows.

In today’s visually-driven market, compelling graphics aren’t optional — they’re essential.

Fortunately, you don’t need design skills or expensive software to create professional visual content.

Canva* has revolutionized design for non-designers. With its intuitive interface and pre-sized templates, it’s perfect for creating:

The free version offers substantial functionality, while Canva Pro ($14.99/month) adds features like:

For authors on a tight budget, the free version can serve you well for quite some time.

I use the free version myself, but I absolutely intend to go for the paid version when I can. I’ve been able to do a lot with the free, but it’s frustrating when your creativity soars… but is limited to non-premium options.

When it comes to image generation, I’ve found that AI can be extremely helpful. There is a little frustration in generating prompts that produce what you’re looking for, but if you can manage it, AI can give you great images for free (or for a small fee).

I know everyone is freaking out about AI (and for my take on this, please refer to my three-post series*), but I’m not talking about using AI over professional artists.

I’ve used AI images for the free books I create for my newsletter subscribers or for lead-magnets. I’ve also used AI images for marketing material.

In each instance, I’m not paying professionals to come up with individual designs. That would break the bank! So for these basic one-offs, I turn to AI to generate very nice images (once you get the prompt-thing down) for no-to-low cost.

As of now, I’ve used Canva’s and Meta’s AIs for truly excellent results. And I know other authors and copywriters who have used ChatGPT’s free version or its paid Dall-E version — both with tremendous results.

So if you can rise above the industry freak out about using AI, then consider using it for these types of instances. You’ll still be utilizing professionals for covers and interior graphics, but your pocketbook will thank you when you’re doing multiple marketing images or other free content.

Beyond AI and general design tools, specialized author platforms can provide valuable resources.

As a member of AuthorLab,* I’ve found their specialized author-focused templates invaluable.

The platform offers:

While less known than Canva, this purpose-built platform addresses many author-specific design needs that general design tools miss.

When creating graphics, finding the right images is crucial. My favorite sources include:

Remember to check usage rights even on free sites, particularly for book covers where commercial rights are essential.

Your email list remains your most valuable marketing asset. The right email platform can help you nurture reader relationships efficiently.

When choosing an email service, consider:

I personally use Systeme.io because it integrates seamlessly with my website platform, allowing me to manage everything in one place. And Systeme offers a free option, which may work well if you’re just starting out.

Beyond the email platform itself, these tools can help grow your subscriber base:

Investing in list-building tools often delivers greater returns than advertising, as each new subscriber represents a direct connection to a potential long-term reader.

Beyond email platforms, several tools can help optimize your book's discoverability:

These tools help ensure your books are properly positioned and discoverable, which makes your email marketing efforts more effective.

I personally use Publisher Rocket. Though it isn’t free, you’ll only be charged once — for life, and you get all updates free, too. So, yes, the initial fee is hefty for a newbie (currently $199), it will pay for itself and is only a one-time thing for a lifetime tool.

While social media is important, it shouldn’t consume hours of your writing time.

These tools will help maintain your presence efficiently.

The right scheduling tool can turn a few hours of batch work into weeks of consistent posting. Most offer free plans that serve new authors well until their platforms grow.

Combining a scheduling tool with batched content creation can reduce your social media management time from daily hours to weekly minutes.

Beyond marketing, several tools can streamline your writing and production process.

While these tools never replace professional editing, they can help clean up your early drafts and identify patterns in your writing that need attention.

With so many options available, it’s easy to suffer from tool overload. Here’s my suggestion for building your toolkit strategically:

Begin with one tool from each critical category:

Allocate your budget based on your specific challenges:

Many tools offer robust free plans. Start with these to:

Remember that the perfect toolkit evolves with your publishing journey. What works for your first book might change by your fifth as your needs, skills, and business grow.

As we conclude this series on the indie author’s journey, I hope you’ve gained practical insights to help navigate your own path. From writing to publishing, marketing to business management, the indie author path is challenging but incredibly rewarding.