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I honestly think it comes down to the editing. Hire a freaking editor. It will probably pay off.
I only read books that are recommended by people I trust because I don't want to spend money on books with plots that I am not interested and that are badly edited. This goes for main stream and indie books.
My grammar and spelling are horrible, I am well aware of that. I hired an editor for my Dissertation because I know my spelling and grammar are just that awful. I was not publishing my work but I took enough pride in what I was writing that I knew to hire an editor.
It is a no brainer. If I could find a way to afford it as a graduate student I would hope that most indie authors could find the money to afford it. Or a good friend who can at least proof read the work.
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