Nobody Cares—And That’s Okay: Why It's Not the End of the World (or Your Book)

After years of writing, editing, and re-editing, it finally happened—my words were out there in the world. After some very bad experiences with literary agents, and realising how slow the publishing world moves, I decided to independently publish. I really believed I had a strong commercial concept for my picture book series, and I also really believed in my middle-grade novel Bard Boy, which had been rejected in two rounds of submissions (one being an auction during the first Covid lockdown). I totted up the people I knew who had kids in the age range I was targeting and figured I’d have enough people who could give me an initial boost. It’s so important for Amazon’s algorithm if you get sales and reviews within the first 30 days (particularly reviews).

Then, tumbleweeds…

Don’t get me wrong, I had a few people buy books and leave a review, for which I was immensely grateful, but it also surprised me how many people didn’t; the ones I thought were a ready-made audience who would tell their friends and wider network, etc to give me that much needed initial boost. For a brief moment, it dented my confidence; was I doing the right thing? Did anybody even read books anymore?

But here's what I’ve come to realise: nobody cares, or more to the point: people don’t have time to care—and that’s actually a good thing.

Why It Feels Personal (But Isn’t)

When you’ve poured your soul into a creative project, it’s easy to take the apathy from others personally. You have spent months and years writing your book—but it’s not everyone else’s priority.

Your friends and family are living their own lives, juggling their own challenges. Maybe they're overwhelmed with work, exhausted from parenting, or dealing with their own personal struggles. It's not that they don't care about you or your success—they just might not have the capacity to engage with it in the way you imagined. And that’s okay. Also, the people who are not au fait with Amazon, they don’t realise the difference just one sale or review can make.

The Reality of Independent Publishing

I chose to independently publish my books through my company, Unicycle Publishing, because the traditional publishing world moves at a glacial pace. There’s a lot of waiting around—waiting for feedback, waiting for contracts, waiting for approvals. After putting so much energy and passion into my work, I didn’t want to wait years for a chance to see it in print. So, I made the decision to take matters into my own hands and publish independently.

But there’s a trade-off.

While I had more control over the process, I also quickly realised how much harder it would be to build visibility and gain traction. Getting your book out into the world is just the first step, and finding an audience—especially one that will leave a review—is a whole different challenge.

The Painful Truth About Reviews

It turns out, asking for reviews is incredibly difficult. People are busy, and even when they love your book, they often don’t take the time to leave a review. They might mean to, they might promise to—but life just gets in the way. It’s frustrating, especially when you know that a simple review can make a huge difference in reaching a broader audience.

I get it. I’ve been on the other side. You buy a book, you enjoy it, and then... life moves on. The review you intended to leave never quite happens. It’s not that people don’t care—it’s just that leaving reviews takes time, energy, and often a bit more motivation than most of us have after a busy day.

People Don't Know What You Know

We live with our creative projects every day. Every twist of the plot, every character arc, every carefully chosen word matters deeply to us. But the rest of the world? They’re not living in that same reality. They haven’t seen the countless drafts or experienced the sleepless nights of editing. To them, your book might just be one more thing in the endless stream of information bombarding them.

The truth is, most people won’t care about your book—until you give them a reason to.

Focus on Who Does Care

Sure, your friends didn’t run to Amazon the minute your book was published, but you know what? That’s okay. Publishing a book isn’t about instant success. It’s about finding your true audience, the readers who will genuinely connect with your work, even if they don’t know you personally.

Your friends might not be your target audience, but somewhere out there are readers who are. They’re the ones who will fall in love with your story, tell their friends, and become loyal fans. These readers might not know you yet, but they will. And when they discover your book, they’ll care about it for all the right reasons—because it resonates with them, not because of personal obligation.

Success Is a Long Game

Publishing is a marathon, not a sprint. The most successful authors didn’t shoot to fame overnight—many toiled for years before their books gained traction. So, if you don’t see an immediate rush of sales or reviews, don’t panic. Stay patient and persistent.

Keep writing. Keep creating. Keep putting your work out there.

The important thing is not to rely on external validation to fuel your passion. The people who matter will eventually find your work, and when they do, it will be because of the value it brings to them—not because they know you.

Why This Is Good News

It might sound counterintuitive, but knowing that nobody cares about your book is freeing. It means you get to create for you. You don’t have to write to please friends, family, or acquaintances. You get to write what excites you, what inspires you, and what you feel passionately about.

And in doing so, you’re far more likely to connect with the people who will care—the readers who will cherish your book and share it with others because it’s meaningful to them.

So, What Now?

Let go of the idea that everyone you know needs to support your book. They might come around in time, or they might not, and that’s okay.

Instead, focus on building your true audience—the people who will care. That might mean putting yourself out there more, finding ways to connect with readers who need what your book offers, or continuing to grow your skills and passion for writing.

Remember, nobody caring isn’t a sign that you’ve failed. It’s simply a sign that your journey is just beginning. Keep going. Keep creating. The right people will come, and when they do, it will be worth the wait.

Because here’s the secret: even if nobody cares right now, that doesn’t mean nobody ever will