A.J. Vanderhorst, a successful independent children’s author and father, shares his journey from aspiring writer to grossing over $1 million of books, that’s 120,000 books in one year. In my inspirational interview with Vanderhorst he discusses his creative process, the challenges of self-publishing, and the keys to his success in the competitive world of children’s literature. He proves without a traditional publisher, it is possible for authors to make a lucrative living doing what they’re passionate about.
The Birth of a Children’s Adventure Series
Jeff Rivera: Can you tell us about your genre and the book you’re most excited about right now?
A.J. Vanderhorst: I write in the kids’ adventure fantasy space, with plenty of action, monsters, and magic elements. The book I’m most excited about is “The Mostly Invisible Boy,” the first in my Casey Grimes series. It was inspired by my own children and their imaginative ideas.
Rivera: What inspired the concept for your novel?
Vanderhorst: My kids came up with this crazy idea about secret tree fortresses connecting all the houses in our neighborhood, 50 feet off the ground. That became the seed for the novel.
The Path to Self-Publishing
Rivera: Did you initially pursue traditional publishing?
Vanderhorst: Yes, I started with the traditional route in 2013, entering writing contests and trying to land an agent. After a few years without success, I explored small presses before deciding to self-publish. I realized I preferred having control over the entire process.
Rivera: What are the pros and cons of traditional publishing versus self-publishing?
Vanderhorst: Traditional publishing is highly competitive with many gatekeepers. It works for some, but it’s difficult to navigate. Self-publishing allows more creative control and the ability to write the books you want without added agendas. However, it requires self-motivation and business acumen.
The Road to Success
Rivera: How has your life changed since becoming a successful author?
Vanderhorst: It hasn’t changed dramatically. I’ve carved out more time for writing and taken on more of the business management side. We get some extra vacations now, which is nice.
Rivera: Can you share the level of success you’ve achieved?
Vanderhorst: In 2022-2023, we sold around 120,000 books, grossing over a million dollars. However, it’s important to note that this is gross profit, and as an independent author, the overhead is significant.
Rivera: What was the key to selling so many copies?
Vanderhorst: It’s mostly data-driven marketing. I spent a lot of time creating and testing Facebook ads, analyzing each element to optimize performance; testing separately the headline, the image, the copy, and other elements of the Facebook ad. Cover design is also crucial—the books have to look good to convert clicks into sales.
Challenges and Lessons Learned
Rivera: What advice would you give to your younger self?
Vanderhorst: I’d tell myself to take more deep breaths and try to relax, even though it’s stressful. I also would have stopped trying to break into the traditional publishing industry sooner and focused on building my own business earlier.
Rivera: How important is building an email list?
Vanderhorst: It’s absolutely crucial. I put a lot of time into my email lists, sending regular updates and extra content to build a loyal fan base.
The Future of Independent Publishing
Rivera: Would you consider a traditional publishing deal now?
Vanderhorst: It would have to be just right. As an indie author, I have more control and can make more money. Any deal would need to be very attractive and allow me to retain rights to my content.
Rivera: What encouragement would you give to aspiring independent authors?
Vanderhorst: It’s certainly possible to succeed if you’re a hard worker, willing to learn new skills, and can write a strong story with great characters. There’s still a market for great books, so why not take a shot?
A.J. Vanderhorst’s journey from aspiring writer to successful independent author illustrates the potential of self-publishing in the digital age. His story emphasizes the importance of perseverance, adaptability, and business acumen in navigating the ever-changing landscape of book publishing. As the industry continues to evolve, Vanderhorst’s experience offers valuable insights for both established and aspiring authors looking to forge their own paths in the literary world.
For more information on A.J. Vanderhorst visit: http://www.spy.ajvanderhorst.com
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