A Guest Post By Tracy Cooper-Posey
What do J.K. Rowling, Nora Roberts, and Stephen King all have in common? Besides being wildly successful, they’ve all used pen names to their advantage. Should you?
Indie authors don’t just write books. We juggle social media, marketing, publishing schedules… and sometimes, entirely different identities. Welcome to the world of pen names.
While traditional publishing has its own reasons for pseudonyms, indie authors face unique challenges and opportunities. Should you use a pen name? And if so, how do you handle it without losing your mind?
1. Pen Names Are a Business Tool, Not Just a Creative Choice
Many authors choose pen names for privacy, but for indie authors, they’re often a strategic move. A pen name helps separate genres, manage reader expectations, and avoid algorithm chaos on major retail sites. Think of it less as an alter ego and more as a marketing decision.
2. If You Write in Multiple Genres, a Pen Name Might Be Necessary
Some genre mashups work fine under one name—romantic suspense and contemporary romance, for example. But if you’re writing both cozy mysteries and gory horror, you might want to reconsider. Readers are fiercely loyal to their genres, and nothing kills a brand faster than confusing your audience.
3. Retail Algorithms Still Matter (Even If You Can’t See Them)
Major booksellers, including Barnes & Noble, use recommendation algorithms to decide which books to show readers. These systems rely on customer behavior, and if your catalog is too mixed, it can confuse the algorithms and reduce your book’s visibility.
At one particular retailer, Also Boughts used to be a major clue to how books were categorized and recommended. While no longer displayed, those background algorithms still shape who sees your book. A pen name keeps recommendations clean, ensuring that your sci-fi novel isn’t mistakenly pushed to historical romance fans.
4. You Don’t Have to Keep Your Pen Name a Secret
Contrary to popular belief, pen names don’t have to be a clandestine operation. Many indie authors openly acknowledge their multiple names, using their platform to cross-promote. I publish Science Fiction as Cameron Cooper, historical suspense, romance, and paranormal women’s fiction as Tracy Cooper-Posey, and fantasy as Taylen Carver. Readers know this, helping them find books they love while avoiding those they don’t.
5. But Sometimes, Secrecy Makes Sense
If you write in genres that could alienate certain audiences (erotica vs. Christian fiction, for example) or if you’re navigating gender bias, keeping a pen name separate can be a smart move. Some authors also use secret pen names to test new markets before committing to them.
6. More Pen Names Mean More Work
Every additional name comes with extra tasks—websites, newsletters, social media accounts, and branding efforts. If you’re considering a pen name, ask yourself: Do I have the time to maintain it? If not, streamline where possible, such as keeping all names under one website or using the same email list with clear segmentation.
7. Pen Names Can Be a Fresh Start
Struggling to gain traction in one genre? A new pen name lets you hit reset. This is useful if your current name is stuck in a sales slump or pigeonholed into a niche you no longer enjoy. Just be prepared to build that name from scratch—new readers, new marketing, and possibly new social media accounts.
8. You Can Skip Pen Names with Careful Branding
If maintaining multiple names sounds overwhelming, strong branding and imprints can achieve the same result. Instead of pen names, you can:
- Use distinct cover styles and fonts for each genre.
- Design logos or imprints to signal genre at a glance. (Harlequin/Mills & Boon is a great example—each imprint has a clear, unique look.)
- Clearly segment your email list so readers only hear about books in their preferred genre.
Many indie authors successfully publish under one name while keeping their books visually and thematically distinct. It takes work, but it’s a viable alternative.
9. Juggling Multiple Pen Names Requires a Plan
If you’re publishing under more than one name, a structured release schedule is crucial. I rotate between my pen names to ensure each gets regular releases, so no audience is left waiting too long. If you can release every 30 days, great! If not, aim for a steady, predictable cadence so your readers stay engaged.
10. A Pen Name Can Show Off Your Range
One of the best perks of pen names? They let you explore different creative avenues without confusing your audience. Take my recent and upcoming releases:
- February 6, 2025 – Captain Santiago and the Sky Dome Waitress (Science Fiction Romance by Tracy Cooper-Posey)
- March 6, 2025 – Magorian and Jones Series Set (Contemporary Fantasy series omnibus by Taylen Carver)
- April 3, 2025 – Solar Whisper (Book 1 in a new space opera series by Cameron Cooper)
Each book serves a different audience, but thanks to my pen names, no reader is left wondering why the space opera they’ve just started opens with a Victorian era ballroom scene.
Final Thoughts
Pen names aren’t just about anonymity—they’re about clarity. Whether you use one name or five, the goal is to make it easy for readers to find (and fall in love with) your books.
If pen names aren’t your thing, strategic branding can help you achieve the same result. The key is making sure readers always know what to expect—whether through a name, a logo, or a carefully curated book list.
Now, if you’ll excuse me, I have another book to write.
About Tracy Cooper-Posey
Tracy Cooper-Posey is the author of the popular Once and Future Hearts historical fantasy romance series, among others. She writes romantic suspense, historical, paranormal, fantasy and science fiction romance, plus women’s fiction. Also, she writes under the pen names of Cameron Cooper (science fiction) and Taylen Carver (fantasy). She has published over 200 titles since 1999, been nominated for five CAPAs including Favourite Author, is an Aurealis Award Finalist, and has won the Emma Darcy Award.
She turned to indie publishing in 2011. Her indie titles have been nominated four times for Book Of The Year. Tracy won the award in 2012, a SFR Galaxy Award in 2016 and came fourth in Hugh Howey’s SPSFC#2 in 2023. She is a city magazine editor and for a decade she taught romance writing at MacEwan University.
She is addicted to Irish Breakfast tea and chocolate, sometimes taken together. In her spare time she enjoys history, Sherlock Holmes, science fiction and ignoring her treadmill. An Australian Canadian, she lives in Edmonton, Canada with her husband, a former professional wrestler, where she moved in 1996 after meeting him on-line.
