1. Understand the Heart of a Ghost Story

At its core, a ghost story is about more than just the supernatural—it’s often about unresolved emotions, grief, regret, or a disturbance in the natural order. Ghosts typically represent unfinished business or the consequences of the past haunting the present. Whether you’re writing a classic haunted house tale or a modern psychological thriller with spectral elements, focus on the emotional stakes. What is the ghost’s purpose? What emotional weight do they carry?

Emotional Core: A ghost could be driven by revenge, sadness, or a desperate need for closure. Readers will connect more deeply with the story if the ghost’s presence has a meaningful purpose beyond just causing terror.

2. Set the Atmosphere

The atmosphere is essential to any ghost story, acting as an additional character and contributing to the sense of dread. Haunted houses, abandoned hospitals, fog-shrouded graveyards, or even a mundane place where something feels off can all create the unsettling tone necessary for a ghost story.

Mood and Setting: Establish an eerie mood through your descriptions. Use sensory details—creaking floorboards, sudden drafts, or shadows moving out of the corner of the protagonist’s eye—to build tension.

Isolation: Many ghost stories work best when the protagonist feels isolated. This could be physical isolation (being alone in a remote location) or emotional (feeling disconnected from others who don’t believe in the ghost’s presence).

Take the time to immerse your readers in the setting. The more vivid and atmospheric the surroundings, the more haunting the experience will be.

3. Develop Complex Characters

A great ghost story needs compelling characters—living and dead. Readers must care about the people involved, otherwise, the haunting won’t carry as much emotional weight.

Protagonist’s Motivations: Why does your protagonist become involved with the ghost? Are they trying to uncover a mystery, seeking vengeance, or accidentally stumbling into the supernatural? Their motivations should drive the story forward.

Ghost’s Backstory: the ghost often remains mysterious; gradually revealing its backstory to build momentum. The more readers learn about who the ghost was in life, the more terrifying and tragic their haunting becomes.

By developing both the ghost and the protagonist’s emotional arcs, you create a more gripping and meaningful narrative.

4. Master the Art of Subtlety

Ghost stories thrive on what isn’t shown. The scariest moments often come from anticipation and suggestion rather than outright terror. Focus on building suspense and leaving certain details to the imagination.

Hints and Glimpses: Introduce the ghost slowly, through fleeting glimpses or unexplained phenomena. A shadow moving in the background, a strange noise, or a cold touch can be far more unsettling than a full apparition early on.

Psychological Uncertainty: Is the haunting real, or is it in the protagonist’s mind? Leaving this question unresolved until later in the story adds tension and keeps readers questioning what’s happening.

Unseen Terror: Sometimes the most terrifying ghosts are the ones that are rarely seen. Use environmental clues, such as objects moving, doors closing on their own, or strange smells, to imply the ghost’s presence without fully revealing it.

Subtlety makes the story more immersive, allowing readers to engage their imaginations and feel the creeping dread of the unknown.

5. Create Tension Through Pacing

Pacing is crucial to a successful ghost story. Build tension gradually, creating an escalating sense of dread until the inevitable confrontation with the ghost.

Slow Burn: Start with small, eerie occurrences and gradually increase the intensity to let the suspense build as the protagonist becomes more aware of the ghost’s presence.

Moments of Calm: Give readers moments of relief between the scares to make the haunting moments even more jarring. These brief respites can heighten the impact when the next frightening event occurs.

The pacing should mirror the rising tension, keeping readers on edge and eager to discover what happens next.

6. Incorporate Themes of Loss and Unresolved Conflict

Ghost stories often revolve around themes of death, grief, and unresolved conflict. The ghost’s haunting is typically tied to unfinished business or a traumatic event from the past.

Unresolved Grief: The ghost could represent a loved one who died tragically, leaving behind unresolved feelings that the protagonist needs to come to terms with to resolve their guilt or sorrow and allow the ghost to rest. 

Historical Injustice: Perhaps the ghost lingers due to an unresolved injustice. Stories involving vengeance or justice often tap into larger themes of societal wrongs or personal betrayals.

By linking the ghost’s presence to these deeper themes, your story gains emotional resonance, making the haunting feel more profound.

7. Deliver a Memorable Ending

The conclusion of a ghost story should leave readers with a lingering sense of unease. Whether it’s a twist, a moment of unresolved tension, or the protagonist finally understanding the ghost’s motives, the ending should be impactful.

Resolution vs. Ambiguity: Decide whether to give your story a clear resolution—where the ghost’s motives are fully revealed and the haunting ends—or to leave some questions unanswered, letting the mystery live on.

Twist Endings: A twist at the end, such as the ghost not being who the protagonist thought or the haunting continuing despite the protagonist’s efforts, can leave a lasting impression.

Emotional Closure: Even in a horror setting, emotional closure can be powerful. The protagonist may help the ghost find peace, or they may come to terms with their own unresolved issues.

Whatever direction you choose, aim for an ending that sticks with readers, leaving them to think about the story long after they finish.

Writing the perfect ghost story involves more than just jump scares or supernatural encounters. It requires building a world steeped in atmosphere, creating deep emotional stakes, and mastering the art of subtlety and suspense. By focusing on character development, pacing, and themes of unresolved conflict, you can craft a haunting tale that lingers in the reader’s mind like a ghostly whisper in the night.

1. Give Yourself Permission to Pause

As an author, you might feel pressured to “do it all” during the holidays—keep writing, stay active online, and hit deadlines while managing personal responsibilities. But it’s okay to take a break.

• Set Realistic Expectations: Adjust your writing schedule to reflect the season. Instead of daily word count goals, aim for smaller wins, like brainstorming ideas or editing a single chapter.
• Enjoy Guilt-Free Rest: Taking time away from your writing doesn’t mean you’re losing momentum. Rest can reignite your inspiration and help you return to your work refreshed.

Even a short pause—like a day spent with loved ones or an evening reading by the fire—can leave you feeling recharged and ready to write.

2. Make Your Writing Time Relaxing

If you’re determined to keep writing during the holidays, why not make it part of your self-care routine? Turn your writing sessions into moments of calm.

• Create a Cozy Atmosphere: Light a candle, brew a warm drink, and play soft music to make your writing time feel special and stress-free.
• Write for Joy: Instead of focusing on strict goals, try writing something just for fun. Play with new ideas, explore scenes you’ve been imagining, or journal freely to let creativity flow.
• Take Breaks: Don’t chain yourself to your desk. Step away periodically to stretch, enjoy a snack, or savor a few quiet moments.

Writing can be restorative when you approach it with joy and intention rather than pressure.

3. Reconnect with What Inspires You

The holidays are a perfect time to recharge your creative well. Step back from your routine and indulge in activities that spark joy and inspiration.

• Read for Pleasure: Escape into a good book—whether it’s a favorite classic, a cozy holiday novel, or something entirely new. Reading is one of the best ways to recharge your imagination.
• Enjoy Seasonal Activities: Take a walk in nature, bake your favorite holiday treats, or watch festive movies. Simple joys can clear your mind and help new ideas bloom.
• Seek Inspiration: Attend holiday markets, listen to music, or reconnect with traditions that make you feel grounded and inspired. Everyday moments can spark creativity in unexpected ways.

4. Set Healthy Boundaries

Balancing personal time and writing commitments during the holidays can feel overwhelming. Setting clear boundaries will help you avoid burnout and make space for what truly matters.

• Say “No” When Needed: You don’t have to attend every event or agree to every request. Protect your time and energy so you can enjoy the season without feeling overstretched.
• Schedule “Me Time”: Carve out time just for yourself, even if it’s only 20 minutes a day. Use it to write, relax, or do something you love.
• Limit Social Media: While it’s tempting to stay connected online, stepping away from constant notifications can help you feel calmer and more present.

Boundaries allow you to be intentional with your time, ensuring you meet your needs as both an author and a person.

5. Prioritize Simple Self-Care

Self-care doesn’t have to be elaborate. Small, thoughtful habits can help you feel centered and recharged.

• Take Care of Your Body: Stay hydrated, get enough sleep, and take short walks to clear your mind and release tension.
• Practice Mindfulness: Spend a few quiet moments meditating, journaling, or practicing gratitude. A deep breath and a quiet pause can work wonders during busy days.
• Do Something That Makes You Happy: Whether it’s indulging in a hobby, enjoying holiday treats, or spending time with loved ones, give yourself permission to embrace joy.

Self-care is about consistency, not perfection. A few mindful choices each day can help you navigate the season with more calm and clarity.

6. Reflect and Set Intentions for the New Year

The holiday season is a natural time for reflection and renewal. Use this period to celebrate what you’ve accomplished and set thoughtful intentions for the year ahead.

• Celebrate Your Wins: Look back on what you’ve achieved—whether it’s finishing a draft, publishing your book, or simply sticking with your writing routine. Every step matters.
• Set Gentle Goals: Think about what you’d like to accomplish in the new year. Focus on goals that feel exciting and achievable, not overwhelming.
• Let Go of Pressure: Release any lingering stress or comparison. Your writing journey is uniquely yours, and progress happens at your own pace.

Reflecting on your growth can inspire a fresh start in the new year, fueling your motivation and creativity.

The holiday season doesn’t have to derail your writing or leave you feeling drained. By prioritizing self-care, creating realistic expectations, and giving yourself permission to pause, you can recharge both your energy and creativity.

Remember: self-care is not selfish. When you take time to rest and reflect, you return to your work with more focus, joy, and inspiration. So light that candle, sip that hot cocoa, and give yourself the gift of peace this season—you’ve earned it.

Here’s to a stress-free, restorative holiday season and an inspired new year ahead!

1. The Market is Oversaturated

There are millions of books on Amazon. Thousands more are added every single day. Once, the simple act of self-publishing gave you an edge. Now? You’re one voice in a very loud, very crowded room.

Readers are overwhelmed with choices. If your book doesn’t stand out with a professional cover, a sharp blurb, strong metadata, and a solid launch plan, it’s going to drown in a sea of titles. Amazon’s algorithm rewards visibility—but visibility is no longer guaranteed. It must be earned.

2. Quality Expectations Are Higher Than Ever

Gone are the days when readers would tolerate typos, clunky formatting, or amateur covers just because a book was $2.99. Today’s readers are savvy. They expect indie books to be indistinguishable from traditionally published ones in terms of quality.

If you’re not investing in professional editing, formatting, and cover design, you’re not just doing your book a disservice—you’re sending a signal to readers that it’s not worth their time. First impressions matter. And in a saturated marketplace, quality is your most powerful differentiator.

3. Amazon Is Just One Platform

Yes, Amazon dominates digital book sales. But relying solely on one retailer—especially one that can change its rules, algorithms, or royalty rates without notice—is a risky strategy.

Wide distribution (Apple Books, Kobo, Barnes & Noble, Google Play, etc.) opens your work to new audiences and more global markets. Audiobooks, print books, direct sales from your website, subscription models—these are all part of a modern indie author’s ecosystem. Diversification isn’t optional anymore; it’s survival.

4. Algorithms Alone Won’t Save You

Amazon’s recommendation engine used to be the secret sauce. But in today’s environment, it’s less reliable and more competitive. If you’re not actively driving traffic to your book—through newsletters, social media, ads, or collaborations—you’re relying on an algorithm that now favors consistent performance, not one-hit wonders.

Amazon rewards momentum. That means planning launches, promotions, and steady content production. “Publish and pray” is not a strategy. You need to build your own audience and bring them with you—because Amazon won’t do it for you.

5. Your Author Brand Matters More Than Ever

Publishing a single book on Amazon doesn’t build a career. It doesn’t establish your brand. In a crowded market, readers don’t just buy books—they buy authors. They want to connect with you, follow your journey, subscribe to your newsletter, and know what’s coming next.

Treating your writing like a business means thinking long-term: website, mailing list, branding, community, reader engagement. These aren’t just “extras.” They’re the infrastructure for a sustainable author career.

6. Marketing Is No Longer Optional

Marketing used to be the dreaded “other job” of the author world. But in 2025, marketing is part of the writing process. It’s how your work finds readers.

That doesn’t mean you have to do TikToks if you hate being on camera. But it does mean finding authentic, consistent ways to connect with your audience—through blogging, podcast interviews, social media, email marketing, or paid ads. You can outsource parts of it. You can take it slow. But you can’t ignore it.

7. Readers Are Looking for Community, Not Just Content

More than ever, readers want to feel like they’re part of something. Whether it’s a cozy mystery series they can binge, an author newsletter that feels like catching up with a friend, or a Discord where they can chat about character theories, community is currency.

Amazon doesn’t give you community. That’s on you. The good news? Tools like Substack, Patreon, Ream, and even Kickstarter now let authors create reader-driven ecosystems. The most successful indie authors are the ones who aren’t just publishing—they’re building relationships.

So What Should You Be Doing?

If “just self-publish on Amazon” is the old mindset, what’s the new one?

Think beyond the upload. Think like a publisher. Think like a brand.

Here’s a modern roadmap:

• Start with a plan: Know your audience, your genre expectations, and your goals.
• Invest in quality: Professional editing, design, and formatting are non-negotiable.
• Build an author platform: Website, mailing list, social presence—start small, but start early.
• Launch intentionally: Build buzz before you publish. Use preorders, ARC teams, and early reviews.
• Diversify your presence: Go wide, explore new platforms, and don’t rely on a single point of sale.
• Engage with your readers: Treat them like part of the process, not just buyers at the end.
• Keep learning: Publishing evolves fast. Stay curious and adapt as needed.

Final Thoughts

Self-publishing is still powerful. Amazon is still an incredible tool. But neither of them are magic bullets anymore.

Today’s successful authors aren’t “just” self-publishing—they’re running author businesses, cultivating audiences, and producing professional-level work. It takes more effort, yes—but it also offers more reward, more control, and more creative freedom than ever before.

So if someone tells you to “just self-publish on Amazon,” smile and nod. Then go build something bigger.

Want help building that? I’ve got tips. Just say the word.