Dark Romance Dynamo Willow Winters on Her Self-Publishing Journey

From dark romance to small-town, paranormal, and second-chance romances, USA Today- and Wall Street Journal-bestselling author Willow Winters is known for her irresistibly steamy, emotionally gripping contemporary romance novels, including All He'll Ever Be. 

Over the past decade, Willow Winters has built a loyal readership and become a prominent force in the world of romantic fiction. With dozens of titles to her name and a deep understanding of the indie publishing landscape, she’s not only a prolific writer but also a smart and inspiring entrepreneur.  

We talked with the author about why she loves writing romance, connecting with her readers in person, and how her decision to choose independent publishing has shaped her success.

What do you love most about writing romance, and what do you hope your readers take away from the stories you write?  

I love that there is a guaranteed happily ever after. It is the one thing that separates romance books from other genres, and it makes all the difference. I love dark romance for this very reason.

Let me explain. As a writer and as a reader, we can explore darker topics and themes in these dark romances as we move through the story with the character. There is also cognitive dissonance that allows us to feel safe as we cope with the character and the promise that everything will be alright in the end. There’s some hand-holding specifically in dark romance books that is lacking in the world outside of the pages. I love that we have that in these books, and I love that I'm able to provide that for myself as well as for so many others who read my stories.  

What made you choose the independent publishing route, and how has that decision shaped your success?  

Impatience and a desperation for coffee money made me choose independent publishing. My response is a bit of a joke, but not really. When I decided to write and publish the stories in my head, I was a stay-at-home mom, and money was tight. I was really looking for an outlet where I could find myself again while bringing in extra income so I could afford playdates and coffee without having to check the bank account.

I have always loved challenges, and I've always been fairly independent, so with the pressure to bring in income and the desire to fall into a career that brought a piece of myself back, self-publishing was the way to go.  

I have always loved challenges, and I've always been fairly independent, so…self-publishing was the way to go. 

If you could go back and give yourself one piece of advice at the start of your self-publishing journey, what would it be?  

It's not about the launch. There used to be so much pressure on release day, and all of the weight of the world was felt for every new release. It was "go go go" and "it needs to perform well right now" type energy. All of that pressure is so disadvantageous.

A book lives a thousand lives. A sale, rebrand, or relaunch is inevitable and could be even better in terms of reader reach and sales than the initial launch. Removing that expectation made a world of difference in creating stability for my business and also allowing myself to focus on the love of the craft.  

How would you describe your writing process, and how has it evolved over the course of your career?  

My writing process is constantly changing, primarily because I have three children. I started writing with one toddler and one infant, and years later, we had another little one. They are 11, 9, and 4 now. I used to write during nap times, then they went away. Then I wrote from 9 at night till 2 in the morning when the world was quiet and I had no distractions. Then I would write during the day while the kids were at school, and now it's summertime with all of them off. So my availability to write in peace and quiet is constantly changing.

I've written on my sofa, at a desk, on an airplane (I actually love writing squished in that little seat with the hum of the airplane). I think a fair answer is admitting that I have to be flexible with when and where I'm able to write.

The stories come to me constantly, though, regardless of whether or not I have the time. So by the time I sit down to get the words out, the story is roughly complete in my head. I sketch out a rough outline, but allow my characters to change the plot if that's what they want to do. I would say I am half plotter, half pantser, and again very flexible with the story. 

You have written romance titles across so many subgenres and tropes—do you have a favorite to write and why?  

My favorite subgenre is Second Chance by far. I'm able to write two timelines, hide secrets but hint at them, and start with intense emotion and background. It's almost like a cheat code for writing. My curiosity is always piqued when writing second chances. And it can be mixed with any other subgenre as well.  

With more suspenseful titles like All He’ll Ever Be, how do you strike a balance between darkness and light? Why do you think these stories resonate with your readers?   

The balancing in dark romance really hinges on the coping stages of the characters for me. I need to reprieve and hope after each dark moment and generally provide it in the form of the sexual tension being broken, with a kiss or more. Allowing that physical bonding when negative emotions are climbing adds rawness that lends itself to the promise of a happily ever after. Even if they are enemies who hate each other for something awful that's been done in the past, they still feel the need to love one another, and that alone is enough to keep the story moving with balance. As if love could be the resolution regardless of the conflict. 

Dive into the dark, dangerous, and addictive world of the bestselling Merciless series in one complete volume

What’s one misconception about self-publishing you wish more people understood?  

There are two wildly incorrect assumptions about self-publishing. 1. It's easy. 2. It doesn't pay. Self-publishing can be treated like a hobby, and it will pay you like one (AKA put you in the red). But for writers who treat self-publishing as a career, it's quite difficult, but it can provide a 6, 7, or even 8-figure profit.

There are so many hats to wear or positions to delegate. It's a never-ending to-do list that is also constantly changing as well. From posting trends that will convert to sales on social media to running ads and keeping up with the latest algorithm changes on retail platforms, there is always something that demands attention.

It is a blessing to be able to take control and publish, but it is also a career that will take every hour of your day for business while also demanding every hour of your day for the art side of the process. The hardest aspect of this career for me has been that balance—between writer and business owner as well as between work and family.  

You regularly attend book events around the world and engage with your fanbase online—what do you love about connecting with your readers online and in person?  

There is nothing better than a book signing. I have no idea how writers kept going prior to social media and these signing events because the messages, the hugs, the smiles, and conversations all about how your books changed their life is everything. It keeps me motivated and reminds me of how impactful my work really is. I truly believe what the world needs more of is love, in all ways.

Writing love stories and sharing that love with other people is empowering in a way that is irreplaceable. I am truly blessed to be able to attend these book signings around the world and share that love with so many readers so closely.