Indie Authors Tell All | Mike Van Horn’s Indie Author Journey

Introduction to Mike Van Horn’s Indie Author Journey

In this insightful episode of Indie Authors Tell All, co-host Becky Parker Geist interviews Mike Van Horn about his multifaceted career as an indie author. Mike writes across diverse genres including business workbooks, science fiction, and romance. His experiences offer valuable lessons in navigating the complexities of independent publishing, from managing multiple pen names to promoting distinct author brands.

Writing Across Multiple Genres

Business Workbooks for Small Business Owners

Mike Van Horn’s primary nonfiction work centers on practical business tools aimed at small business owners. His workbooks, such as the Small Business Success Plan, are designed in a large 8.5 by 11 inch format to be interactive, encouraging readers to actively participate by filling in answers and creating actionable plans. These workbooks have been honed over 30 years of workshop use, making them a trusted resource for entrepreneurs looking to grow their businesses without becoming overwhelmed.

Science Fiction Series with a Creative Twist

In stark contrast to his business books, Mike also authors a science fiction series starting with Aliens Crashed in My Backyard. These books are standard 6 by 9 inch sizes typically found in fiction. The series features a heroine who is both a singer and a composer, which inspired Mike to go beyond writing and produce original songs associated with the stories. Collaborating with a composer and vocalist, Mike has brought his fictional music to life and made it available on platforms such as SoundCloud, adding a unique multimedia dimension to his sci-fi narratives.

A Touching Romance Tribute

Another facet of Mike’s writing includes the completion of a romance novel titled The French Woman’s Ghost. This project was particularly poignant as it was co-authored posthumously with his late wife, fulfilling her vision and offering a heartfelt tribute. Although not a genre Mike typically writes in, this work highlights the personal and emotional breadth of his authorship.

Managing Multiple Pen Names and Author Platforms

Mike uses two closely related pen names to separate his nonfiction and fiction works on Amazon: Michael Van Horn for business books and Mike Van Horn for science fiction. This distinction is required to maintain distinct Amazon author pages for different genres. Although not driven by concerns over brand image, this decision involved logistical challenges, such as transferring books between author pages without unpublishing them entirely and managing different ISBNs where applicable.

To further distinguish his audiences, Mike operates two separate websites: smallbusinessworkbooks.com for his business materials, and galaxytalltales.com for his science fiction series. Each site features tailored content, newsletters, and social media integration, helping him target and engage different reader communities effectively.

Challenges of Promotion in Indie Publishing

One of the greatest challenges Mike identifies in his publishing journey is promotion. While he enjoys writing and can tolerate editing, marketing his books, especially the fiction titles, has been difficult. Fortunately, his business workbooks benefit from a built-in audience through workshops he leads, where books are integral materials, easing the promotional burden.

For the science fiction series, Mike focuses on promotion methods that align with his strengths, such as participating in online writing communities and publishing articles via Medium, targeting his business audience. He values building relationships with fellow authors and industry professionals for guidance and support.

Support Networks and Resources

Mike credits his membership in the Bay Area Independent Publishers Association (BAIPA) as a vital source of support throughout his publishing career. BAIPA offers educational resources, networking opportunities, and peer mentorship, all accessible via monthly Zoom meetings, making it inclusive for authors beyond the Bay Area. Mike particularly appreciates the Q&A sessions and the collaborative environment where experienced and new authors share insights.

He also benefits from critique groups that have provided valuable feedback on his writing for over 30 years, reinforcing the importance of community and collaboration in sustaining a successful indie author career.

Where to Find Mike Van Horn’s Work

• Business Workbooks: smallbusinessworkbooks.com – Subscribe to Mike’s newsletter and receive a free book.
• Science Fiction Series: galaxytalltales.com – Explore the series and find purchase links.
• Romance Novel: The French Woman’s Ghost – A collaborative and personal project completed in memory of Mike’s late wife.
• Articles for Small Business Owners: Through Medium, in the publication titled “Small Business Owners Only.”

Final Thoughts

Mike Van Horn’s journey as an indie author demonstrates the complexities and rewards of managing multiple genres, pen names, and audience segments. His willingness to embrace multimedia storytelling, community support through BAIPA, and targeted marketing strategies provides a compelling example for indie authors navigating similar paths.

For authors who struggle with promotion and organization, Mike’s approach of building tailored platforms and leveraging author communities offers practical guidance. Whether you write business guides, speculative fiction, or heartfelt romance, his story illustrates how dedication and strategic planning can lead to success in independent publishing.