There’s a moment every indie author knows well. You’re staring at your screen, feeling vaguely unproductive. Your word count’s stuck. Your ads aren’t converting. Your book sales have slowed just enough to make you question every decision you’ve made in the last six months.
So what do you do?
You Google “best tools for indie authors.” Because surely the solution is out there—somewhere.
An hour later, you’ve signed up for a new AI productivity suite, a marketing platform that promises to triple your ROI, and a browser extension that dings every time you open a new tab (because obviously that’s the real problem). You’ve got a dozen open accounts, a couple of onboarding tutorials queued up, and no writing done.
This is what I call tool creep.
What Is Tool Creep?
Tool creep is the quiet, sneaky habit of adding new tools to your workflow in the hope that the next one will be “the one.” The one that fixes your ads. The one that writes better blurbs. The one that gets you posting consistently on social media without making you feel like you’re shouting into a void.
Sometimes, it works. Most of the time, though, it’s just another form of procrastination.
It feels like progress – like you’re doing something. But what you’re really doing is handing over your time and energy to tools that don’t know your voice, your readers, your instincts, or your goals.
How It Happens
It usually starts with a problem. A dip in performance. A missed deadline. A book launch that doesn’t move the needle the way you’d hoped. And suddenly, you’re deep in a rabbit hole of app reviews, YouTube walkthroughs, and author forums where someone swears that “this new thing changed my life.”
You install it. Tinker with it. Maybe even pay for it. And two weeks later, it’s just another tab you never open.
It’s not your fault. The internet is engineered to make us feel like we’re always one tool away from success.
What to Do Instead
Here’s the mindset shift that helped me: I stopped looking for tools that solved problems, and started looking for tools that scaled solutions I’d already found.
If I’ve figured out how to write a good blurb, I might use AI to help speed up the process. If I know a certain ad campaign structure works for me, I’ll use software to duplicate and monitor it. But I don’t adopt a new tool unless it makes something I’m already doing more efficient.
The goal is to build a system that helps you stay focused—not one that constantly changes shape under your feet. Good tools should grow with you. They should clarify, not complicate. Support, not distract.
Let’s Talk About AI
AI is the newest temptation in the indie author space, and it’s a big one. Suddenly everything is “AI-assisted.” From writing blurbs to narration to business coaching. But here’s the thing: AI won’t solve your problems if you haven’t defined what your process is yet. In fact, it might just create more noise.
That said, once you do have systems in place, AI can be incredibly helpful. I use it to sketch out ad copy variations, brainstorm themes for promos, draft rough blurbs, and even map out reader engagement campaigns. It helps me get out of my own head. It speeds up the idea stage and frees me to focus on refinement, strategy, and execution.
But it doesn’t run my business. It doesn’t set my priorities. And it sure as hell doesn’t replace instinct.
Think of AI like a junior assistant with no context. Smart, fast, capable—but only useful if you already know what you’re trying to build.
Where I Landed
At this point in my career, my tool stack is tight. I’ve got a few core platforms that cover writing, tracking, scheduling, and audience communication. I keep it simple. If something new tempts me, it goes on a list. If I still want to try it in two weeks, I give it a spin—with an expiration date.
I use AHS because it gives me the data that actually matters: sales, ad spend, and link behavior—all in one place. I use ChatGPT to punch through mental fog. My other tools:
1. MailerLite for direct contact with readers.
2. Facebook for massive natural and paid reach.
3. Google Analytics to get insights about my audience on…
4. My website.
5. Vellum for writing and publishing refined eBooks.
Everything else has to fight its way in—and most of it doesn’t make it past the front door.
Final Thoughts
The tools you use will shape your process, your habits, and your results. So be picky. Be skeptical. Give yourself permission to say, “Not now,” to the latest shiny thing.
You don’t need more complexity. You need clarity. And that doesn’t come from chasing tools. It comes from building your author business with intention—and letting your tools follow you.
