The Overlooked Superpower in Book Marketing

Self-publishing is full of decisions: cover design, editing, distribution. Whether or not you use a hybrid publisher usually comes down to fear. What if I don’t know how to fill out an ISBN?  What if I get stuck as there is no guidance for uploading to Ingram and KDP? (See our Self-Publishing course and Q&As if so!)

That’s why you might think it too difficult to take control of your own ISBNs. This article explores how ISBNs can boost your credibility, visibility, and long-term sales. I cover Why ISBNs are good for indie authors.

What’s an ISBN and Why Should You Care?

An ISBN—short for International Standard Book Number—is a 13-digit code that uniquely identifies your book in the global publishing ecosystem. Think of it as your book’s fingerprint. Every format of your book (paperback, hardcover, ebook) should have its own ISBN. It’s how libraries, bookstores, online retailers, and distributors find, catalogue, and sell your book.

When you purchase an ISBN and register your book details, that information is uploaded to Nielsen BookData, the official bibliographic database used across the UK, Australia, and New Zealand. It’s like the backstage of the book world—Nielsen makes your book information available to:

• Retailers like Booktopia, Dymocks, Amazon, and Wheelers
• Libraries through services like Libraries Australia or WorldCat
• Distributors and wholesalers who rely on Nielsen to stock and recommend books

In short, if you want your book to be seen, taken seriously, and sold in professional channels, having an ISBN—and registering it correctly so it’s visible in Nielsen’s system—is non-negotiable. It also is shown to the Library Suppliers, who in Australian handle thousands of book purchases.

And if you skip steps or leave metadata fields blank, your book won’t appear properly in these industry-standard databases.

The Power of Owning Your ISBN (and Not Using a Free One)

The problem with “free” ISBNs from Amazon or IngramSpark is:

a) Your book is registered under their publishing imprint. It also means you cannot take that ISBN and use it somewhere else.

b) Perception matters: Libraries, bookstores, and even some readers look for books published under a unique or professional name.

Owning your ISBN means control over metadata (your book’s digital fingerprint).  It gives you greater flexibility if you republish, change platforms, or expand internationally. Just update the data on the assignment page, including ‘replaced by’ new ISBN.

As I say in Set up as a Micro Publisher, you should think long-term: Publishers have full Rights ownership and legacy.

I say a lot of things about market reach in this book. Pre-order your eBook (Lifts off 10 May)

Australian Advantage: How MyIdentifiers Supports Self-Publishers

For Aussie authors, Thorpe-Bowker runs the official ISBN agency via MyIdentifiers.com.au. MyIdentifiers allows you to manage your book listings, cover image, and metadata.

Here’s the current pricing breakdown (as of 2025):

• 1 ISBN = $44 AUD
• 10 ISBNs = $88 AUD
• 100 ISBNs = $480 AUD

Most authors do get more than one ISBN, and here’s why:

Buying one ISBN costs $44, which is fine if you’re only ever publishing one format (say, a paperback) but most authors publish at least two formats—like a paperback and an ebook—each requiring its own ISBN.

With the 10-pack at $88, you’re getting each ISBN for just $8.80—a huge saving compared to $44 per ISBN.

Even if you’re only planning to publish one book now, grabbing a 10-pack sets you up for:

• Future editions or revisions (new ISBN required)
• Different formats (ebook, audiobook, hardcover)
• More books (and let’s face it—most writers don’t stop at one!)

It’s not like you can use the same numbers again ever, so you may as well just accept that you’ll go through many. You cannot transfer a filled ISBN to another company, nor they to you. It’s best if it is noted on the record if the ISBN is superseded by a new one.

If you are running a publishing business with income of note, you could claim it as a business expense on your tax return.

Other local options and alternatives (mention briefly—e.g. platforms that provide ISBNs, and when that might be OK).

Why Your ISBN Metadata Matters More than You Think

Taking out the number is just the start—completing the metadata fields is what unlocks sales potential. Metadata affects how your book shows up in search results—both on Google and on retail/bookstore sites. One time I was late to upload my cover image and the launch date had passed; this meant a lot of online places had no image processed. Disaster!

• Important sections to fill in:
  • Title, subtitle, author name (consistent across platforms)
  • Description/blurb
  • Category (important for online searchability)
  • Author bio
  • Publication date
  • Format: – scroll to Trade paperback
  • Rights – All unrestricted rights, Territories: worldwide (if a self-publisher)

Tip: update your metadata if your book goes through a new edition; you may need a new ISBN if substantially changed.

Barcodes

Every book that is sold through retail outlets requires a barcode. Placed on the back cover of physical books, these are scannable. Each barcode contains data about the book’s price, ISBN number, and publisher, which helps retailers track sales and inventory.

These barcodes can be purchased through Thorpe-Bowker, however, you can also get one pre-made when downloading your unique IngramSpark book cover template. (Another tip shared in my book).

EBook and Marketing Services:

MyIdentifiers.com.au also offer cover design services and ebook creator services (quoted if complex). It’s okay to use if you have not got any friends in the publishing business. 🙂

They offer a Self-publisher Prime package with 10 ISBNs, ePub from Word doc, and 2 barcodes for $260.

While they also offer an advertising package, there is a better way to go: purchase the Showcase Listing at Books + Publisher Book Buzz newsletter for $275. Over 4000 subscribers receive the Book Buzz, which has an average open rate of 38.7%.

Conclusion: ISBNs are More than a Number

Investing in your own ISBN is a smart, professional move that pays off in visibility, flexibility, and trust. Think of it as part of your long-term publishing strategy, not just an admin box to tick.

If you find you cannot abide your current publisher, you will have to start a new account with MyIdentifiers, pay a fee of $55, and administer your own ISBNs. One cannot ‘transfer’ an ISBN between companies. Don’t worry, my Book Creation Self-publish course will hold your hand through it. And if that doesn’t work, just contact me at the email address provided in the course sign-up email.