LC Barlow on Moving From Self-Publishing to A Traditional Career

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode. at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see a a guest. If you have specific questions feel free to post them on the page and I will answer them on the podcast.

This summer I'm adding a co-host, fellow author Kate Karyus Quinn. We'll be doing a series that focuses on hybrid and indie authors. If you're thinking of going the Self Pub route we've got authors who found success with six figure sales, as well as authors who are just starting out on the road to indie publishing. Learn from them. Learn with us.

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Kate:                It is week five million three of pandemic time. You are started to go back out in the world. In New York in my section of New York, New York is It's not like one big lump though it's each area is depending on their numbers. We wear masks everywhere. Masks in the grocery store and everywhere else.

Mindy:             My biggest thing with the Masks, so I'm in Ohio and we're recording this right after Memorial Day weekend. So we just lifted the stand home order. 

Kate:                It's terrible. The other thing that terrible is, um, stress. I was talking to my mom the other day and she was like Your sister and I were talking and, you know, we've both gained weight from this pandemic, and she's like, I think it's the stress she's like, you know, stress can cause you to gain weight. I was like, I think it's the eating more mom. She probably is moving less. I've gained weight, and I know it's just I've been snacking more and who cares? I wake up that morning and I'm like, should I wear the sweatshirt from the last two days and I throw it on again, I'm like, huh? What? It Doesn't matter. 

Mindy:             I have been working out more, actually, just because break up as you know, you go when you go through a break up, it's just like your you go through some sort of change, for better or for worse. But that certainly has helped with anxiety and with stress as well as my recent discovery of CBD oil.

Kate:                I tried CBD before for sleeping cause you know, I have horrible sleep problems. I had previously tried it for sleep. I don't know. I didn't notice that it was having a huge effect, but it's so hard to sometimes gauge it, and so I kind of taking it for a while. So What has your experience Been? 

Mindy:             Full disclosure. The company that sent me some is called Jupiter and they are one of the sponsors of the podcast. And they were like, Hey, you know, we can send you a sample, you try it out and see what you think. And I was like Sure I mean, why not? Right? Yeah, I used it. It has, like, something like 0.3 I'd have to check the bottle, but it's super, super low. It's less than 0% THC. So, about halfway through the day I tried to dial out on my phone using the calculator app and, um, you know, it didn't work, right? And so I was staring at my phone like, Why the hell is my phone not working? And I kept hitting equals like trying to make a call. Interestingly enough, I have ah, BPPV. I have, ah, vertigo. It's positional Vertigo, I believe, is what caused it. Because my vertigo had kicked in that day. 

Kate:                And that started when you were traveling a lot, right? 

Mindy:             Yeah, it started. I had my very, very first tour in 2013 is when I got it. And basically, once you have vertigo, you're, like always susceptible. 

Kate:                So you feel dizzy and you think your calculator is your phone? 

Mindy:             That's part of it. Yeah, it's under the Wikipedia entry symptoms: using calculator to dial out. Oh, uh, here's the thing. It's also the weirdest ass thing in the world. And when you try to explain to people, they think you're crazy. Basically, there's an amount of liquid in your inner ear in your head that more or less works like the liquid inside of a level, and that's how you keep your position all the time. That's how you know where your feet are in regards to the floor and like that's how you keep your balance, is that there's literally liquid in your head that works as a level. And if there's anybody listening to this that's like a medical professional shaking your head, I am paraphrasing widely. And they are basically these little crystals that grow inside of your head and sometimes like a crystal, It's like a big cave up there, and a crystal will fall into the liquid, and it basically screws you up in a major way because you can't balance and your level just doesn't work. 

Kate:                Does this usually happen to most people like this is a very random thing for the crystal to fall? 

Mindy:             It's a random, weird ass thing, and it can happen. It could happen for multiple reasons. Two reasons Why it happened to me was because I was flying and I had a Sinus infection. So it was a mix of upper respiratory infection and liquid in my head and then up and down and flying so much, and I just ended up just completely fucked up.

Kate:                Does this happen to women more than men? Are women more susceptible? I don't know. I don't I I've never heard of a dude with this, but I feel like I have no, like several different women who have had it, I just It sounds like something that, like women, would have been like, locked up foreign like in an asylum. 

Mindy:             Like, the crystals in my head fell into my brain water Yeah, no, it's It's true. Um, actually, I know quite a few other female authors that that suffer from it. Mindee Arnett, who is an Ohio author, she writes sci fi and fantasy. She has really bad vertigo. It is partly yes, you get dizzy and things like that. You can't stand up or sit down too quickly, so you know you can fall down. That's the really obvious part. But there's also just mild confusion, like a long time like brain fog and and you have a hard time like being present. It’s really weird, and it's not enjoyable at all. And so when I did in fact use my calculator to dial out unsuccessfully on my phone, I do think it was the vertigo and not the CBD, because I was like, I blamed this CBD. And then that night when I went to bed, when I rolled over and I rolled over on my left side, which is the year that I have problems with, I felt that woooooo, you know, when I was like Oh, my Vertigo is back.

I waited, and there's all these different things you can do. There's something called the Epley maneuver that you can do to yourself at home that will help. After all, you know, you, you perform it so many times. And so I did that and it took care of the vertigo for the time. And then I started, I picked up the CBD again, and I never had that brain fog or confusion again and I did notice I will say this, that I sleep better. Um, the biggest thing for me has been like motivation and focus is definitely there, but inflammation. So it's like I'm 41. And when I've been sitting for too long, like in front of a laptop or whatever, and I get up to move its so bad. I'm bent over. My legs don't go like forward. They kind of totter side to side like it is really bad. CBD has helped with that. 

Mindy:             Let's bring in LC Barlow. Her name's Lindsey, where she's going to talk to us about being a self pub author, that then, went over to the traditional side. 

Kate:                That's always so interesting to hear about the different journeys and how everybody gets to where they're going.

Mindy:             Thank you for being here. Basically. You know, I decided to do a whole podcast series this summer for people that were involved in Indy Pub and when you came on to the Blog and you have this wonderful story about your success with self publishing that then translated into a trad career, I was like, Oh my gosh, this will be a great person to have here on the podcast to talk about both experiences and also the transitions. So if you just want to start out by talking about how you got started with self pub and then just the career trajectory. That would be great.

LC:                   When I was just starting out, I had been doing creative writing for a fairly long time, and I was coming up on the end of my first master's degree, which was in English. I had a really want to try to write a book, and I wasn't exactly sure how to go about it. But I was like I spent, I've put so much effort into so many other things I would really like to try. Well, I had gone online and I had read, um, advice about publishing, which was not very good advice, which was basically, it's impossible to break into the publishing industry, so you shouldn't even try.

Kate:                So that is terrible advice. Where did you get that? 

LC:                   Everywhere. The other piece of advice was, If you do want to write a book, you should write nonfiction because it's more likely to sell I. If you do end up writing, don't write what you want to write, right?

Mindy:             So wait, What year was this? 

LC:                   This was 2000 and 12.

Mindy:             I’m asking because I mean Kate and I both, we debuted in 2013. So we would have been looking around. Um, I mean, at that time, the YA boom was happening. Well, so I get it. I mean, it could be a little different. I'm not sure what everything that was going on in other markets at the time, but, I mean, in General. Yes, Trad Pub is hard to break into. It is not impossible 

Kate:                I don't really think those like there are sources out there that, I feel like if you're not confident and if you are on the fence that it can feel discouraging. Agent blogs were huge at that time. Like every single agent seemed to have a blog. And I remember reading a lot of them that were like, What is special about your story? Why do you need to tell this story? What makes this book you know, something that people should read? I guess I have like enough self confidence or, I don't know, like, stubbornness to be like my book is good and I'm gonna push It out there anyway, or whatever. But it is just so I could see, like that sort of advice being discouraging starting out. Agents are trying to like impress upon people that it is difficult cause I think they see so many people who are just sitting down and throwing words on a page and being like TA DA! My masterpiece! 

LC:                   Later on, I did end up hearing stories about people that, for instance, it was 11 years after their MFA that they finally got a publication which I mean is possible right? It all the depends on the person, the process, the genre. That was the advice that I had read at the time. And so I thought, Well, I wanted to do creative writing. I want to write a book. So I'm gonna go ahead and do it anyway. And I wrote it and I didn't really read through it, which I'm sure is making a lot of people roll their eyes right now, not without reason. I went ahead and just without really going back over. And I put it on Amazon and I ended up putting it on Smashwords, and that is the reason--

Kate:                Can I interrupt? What was your reason That you didn't want to read through it again? 

LC:                   One of the reasons why was that, Hugh Howey had just come out with Wool pretty recently, by which he would. He had self published Wool, and then he had used his readers comments to revise it. And so I thought, You know, it doesn't have to be perfect if it's going to be in a process, so I'll put it up and then I'll read people's responses and I'll revise it. And that was the plan going in. And I put it up on Amazon and on Smashwords. And in the beginning, the main comment was that people didn't really like the cover because I had just found some stock images. While this was occurring, I read up on Book Bub was heralded as, like, the best way to advertise for your book. And the way that you do this is first, you have to get around 25 4 to 5 star reviews of of the book before they'll even look at it. And then it also needs to be pretty good quality. Well, I was trying to get reviews. I went ahead and I contacted Book Fly design and Book Fly design created a really wonderful cover for Pivot and it was fantastic. And they themselves said, Hey, you know, why don't you submit your book for awards? While that was going on, I did GoodReads giveaways, and I did quite a few. They used to be free. Now Amazon owns GoodReads, and they charged somewhere around 100 or more dollars per giveaway. Um, but it used to be free, and I did quite a few -  25 to 30 - book giveaways to get to that 25 review area, so I could submit to Book Bub. Snd I did get a Book Bub. 

I was submitting my book to awards and the day that the BookBub Ad ran, which it's ah, if you don't know what that is, it's a sort of email newsletter that goes out with lists of books that are e books that are running at about a dollar... It's either free to like 2.99. So the day that it came out, I got about 12,000 downloads because I had made my book free. And then over the next several days, it ended up being around 35,000 downloads.

Kate:                Oh yeah, that’s a  ton.

LC:                   Within that week, I got a response from the awards that I had submitted Pivot to, one of which was the Bram Stoker Awards. And it was on the preliminary ballot for the 2014 Bram Stoker awards. And I was like, I don't really know much about the World Horror Association or World Horror Convention, at that time, that's what it was called before Stoker Con and World Horror split into their separate conventions. So I was like, You know, I'm gonna go check this out. I think it would be really interesting. So I went to Portland, Oregon in 2014 to go to my first World Horror Convention. Fortunately, one of the very first people that I ended up meeting and speaking with was Dallas Mray, or he wrote under Jack Ketchum. He has, unfortunately passed away, and he invited me and another person over to the bar for a drink. 

So I went over there and I let him know about my book. Later on, I was walking around and an entertainment lawyer, stopped me and he said, Hey, you know what? Why don't you send your book to me? I was like, OK, I will definitely do that. Um, and I ended up meeting him again later on that weekend at a book release party for Josh Malerman’s Bird Box. The next day I mean, I had one sent to him, he read over it, and it was a mess. Like I said, I had never gone over it, which I was really regretting by the time he put his eyes on it. 

He brought in an entertainment manager. Ah, wonderful, wonderful guy named Ryan. They took a look at it and they were like, In general, whenever you have a manuscript, you need to revise it about three times before an agent, three times with an agent, and three times with a publisher. Smaller and smaller revisions each time. And they said, with your book, it's going to take about four revisions before we can send it to an agent and I said, That's fine. I will do the work. It took me about six months, but I really, really revised that manuscript and it took me about 2.5 revisions. And I credit that to my work ethic. And they were like, OK, this is good. You know, uh, this could be sent off to agents.

Over the course of a year, they ended up sending it to four different agents. The 4th one picked it up. The 1st one took a look at it and she said, You know, this is really great. She saw promise. But she said, You know, I'm looking more for literary horror. Literary Horror can be advertised as both horror as well as lit, right? Not just one. It has to do with marketing. She really liked it though, and she had an agent friend of hers, so she recommended it to her, and within 24 hours, the second agent had read it. The first wait time was three months. The second wait time was 24 hours. And that's the difference between being in a slush pile and having a recommendation. The second agent reads and she goes, You know, this is this is just two notches off of what I normally represent, she said. I normally represent dark fantasy, and this is more horror than dark fantasy. 

So they sent it to a third agent who passed on it, and then the fourth agent picked it up, and that was a wonderful, wonderful agent that I have, Jonathan Lyons. So that's how I got into the industry. After he took a look at the manuscript, he said, This really needs to be split into two books, and I had already foreseen it as a trilogy. But I had already done so much work on it. I was like, I want to try to not split it. And so he went ahead and he sent it off to publishers. And all the publishers who responded said, This needs to be split into two books, so I split it into two books and that took about a year. I split it up, and then I built the first section up. That went out again to publishers while I was building the second section of the second book. And that one was finished by the time I got my book deal, which was in May, I believe 2018.

And so I had two of the three books created, and that's why I was able to get a three book deal for the trilogy with that publisher, which was Robert Pearson. And he works with California Cold Blood Books, which is an imprint of Rare Bird Books. By that time, I felt also a lot more confident in being able to create that third book, especially on a time schedule, because I had been able To work and work and work on that first and second book. And most people will tell you that the second book is more difficult to write than the 1st one And that was certainly true for me. Ah, I had written the 1st one through trial and error with very little understanding of plot. I wrote about 1000 single spaced pages to produce a 250 page, single spaced book. It was trial and error and the second book, Fortunately I had started my MFA right before I got that contract. Nancy Holder Ah, wonderful professor and writer. She talked about two craft books that she uses for every single novel she writes. I took a look at those books and I was able to use them to write my second novel, and I felt far more confident going forward, figuring out what I should do when I get stuck. Oh, I should say, By the time I got an agent, I had had a second BookBub ad and that got me another 30,000 downloads. So by the time the book was pulled because I got the book deal, I had around 65 to 70,000 downloads of the book.

Kate:                And how many reviews did you have on the book?

LC:                   At that point, about 150 reviews on Amazon and will say, I'm going to guess around 30 on Barnes and Noble, and I'm not sure about everywhere else.

Kate:                The book was free the whole time, so it wasn't something that you were getting income on?

LC:                   Correct. But I've gone back and forth about whether I should have ever charged anything for it. I think I would not have Had as wide of a reader base if I had charged just because, primarily the genre. I think my ultimate goal was to try to break into traditional publishing and so wider reader base is what I was going for. A bigger platform, I guess. 

Kate:                So do you feel like all those download numbers were helpful to you in securing an agent on and a publishing deal?

LC:                   I think if you can demonstrate any sort of platform like that, yes, and I do think that that helps me get noticed. But then what kept their interest was my ability to really revise.

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Mindy:             So you talked about going to what's now Stoker Con and those connections that you made there. I'm always telling people that publishing is just like any other industry, but I think even more so in the It's networking, networking, networking, being around people and meeting people. And then your circle is expanding. I feel like that connection for you seemed pretty critical.

LC:                   I have done the query process before. This is a long, long time ago. For something else, my recommendation is to go to a convention. Anne Rice a well known horror writer, that’s how she got her agent was She signed up for a workshop at a convention in California, and I believe, the person who led that workshop. They kept in touch, and she eventually brought her to her agent. 

When I went there, it was definitely that personal connection. Um, and you know, it doesn't have to feel like work, you know, Just go to the bar after you know the day is over and then talk with authors. Most authors know what it's like to be just be starting out, and they want to give you a hand up. Um, most authors are not mean. They're there to make friends. I have people I still speak with that I met in Portland in 2014 and we talk, you know, weekly. Those people who are at conventions they’re not just giving, I guess lip service to the idea of publishing. They are buying a ticket and paying money for a hotel to be there. They want to be there and they've already proven it. And you will meet lawyers, agents, managers, editors, publishers and other authors and other authors are willing to take a look at your work. 

Mindy:             I think that's definitely true. I mean, I know obviously Kate and I know each other from being authors, but it is very true that at any writers convention or anything, like a lot of us do spend a lot of time hanging out in the bar. Not gonna lie. 

LC:                   I don't think I had ever had so much to drink.

Mindy:             We're pretty good at drinking only at social occasions where Kate is there to clean me up afterwards because it's been her job. Kate has the dubious record of being the only woman that has ever taken my pants off. Actually, I personally find that authorial world to be pretty welcoming. I even in bumping elbows with some bigger names and running into people, I have never really felt any cold shoulders or anything like that or met anybody that clearly felt that they were too important to speak to me or anyone else. 

LC:                   I just know that World horror and Stoker Con were very welcoming. 

Kate:                Most people, though, those conventions are also like If you're a super introvert, the idea of going into a convention by yourself is a nightmare. They're also very, very pricey. Um and so I never did any conventions or anything like that before I was published. And I only done them since I was published as, like a speaker, something so that, you know, I was getting something comped, usually the convention comped and, you know, maybe my room as well or travel or whatever, because they are expensive. And because I am a little bit of an introvert, I have a really hard time going to a place where I don't know anyone and to, like, walk into a room like that is like, it's really scary for me. So I only go if I have Mindy and or Demetria. We probably look like kind of cliquey. Sometimes I am afraid to go out and, ah, like I'm not the person who is gonna be like, Hey, everybody! I’m Kate!

LC:                   My first convention, I almost turned back before even got on the plane. My best friend was dropping me off and I was like, I'm scared and he was like, Oh, it'll be okay. It can be scary. But so can so many things in life that you're not used To. And one of the reasons why it's a scary is you're just not used to it yet. Um, I will say, fortunately, like I teach at a community college and being in front of 30 students day in and day out has slowly and surely, uh, gotten rid of a lot of that public speaking anxiety. Fortunately, and it's scary, but it's also it can be miraculous, I would say. Make sure you weigh both parts equally. 

Kate:                So for people out there who are listening to this. And they are, you know, considering their strategies for publishing, would you say, do what I did, or would you say, like this was something that worked for me. It's not gonna work for everyone. It was kind of a lot of lucky pieces that sort of fell into place because you see a ton of free books out there on Amazon I think it's become a lot more difficult also, to get a Book Bub. What would you say, to Other people who are at the spot, place where you were when you were first reading advice that it's too hard to get published. Don't even try? 

LC:                   My advice is to throw everything at it. It doesn't have to be like just one route or two routes. I would say Do every single thing you can at all times. And the other thing is that which I didn't realize until after I got the book deal - was that being a writer and publishing? It's a lifestyle. It is not a part time job. It's not a full time job. It is all the time it was 24/7 and if you are naturally inclined to do that, I feel like you will eventually break in. Its what will also ensure that once you break and you'll get somewhere because breaking in isn't all of it, right after you break in there is the next book after, I mean you have to advertise its It's crazy. There's so much to do, other so many working parts. And if breaking in is intimidating the rest of it's going to be just as intimidating for you.

I don't know if I could, if I should say, like, go my route because I didn't even really, really pick a route. I just threw everything at it. You know, I went to conventions where I submitted my book for awards. I made my book free. I tried to get as many ads as possible. I tried to get a good book cover. It was just me, sort of like trying to hit everything. Uh, not choosing one route. There were many things that I couldn't have controlled, but everything that I could control, I did my best.  For my M F A project. I interviewed 12 successful self published authors, including, Andy Weir, Christopher Paolini, David Children, Michael Sullivan, etcetera. One of them, um, I think it was Michael Sullivan said, Most people think that when they get that book deal, they're done like the publisher will handle it. The publishers not gonna take care of things. You're gonna have to contact the library. A lot of the success is up to you, and so once again, it's not a part time or full time job. It's a lifestyle it and it's because you love it, right? If you didn't love it, I don't know how you would do it. 

Kate:                Yeah, don't do this If there's something else that you could do. So when you say life style, you're not saying quit your day job. More, would you say of the mindset? Because I mean writing takes a long time, if any time ever to become something that's stable and where it's an income that you can really count on.

Mindy:             My fifth and sixth books came out, I think in 2017 I had two books come out, and that was when I hit a point where I was able to say, OK, I'm going to quit my job and do this full time. But it wasn't necessarily because of the fact that I was financially able to do it. There are a lot of, there were a lot of elements, and part of it was that I still had my position at the school where I work, but the duties had changed and I wasn't going to be in the library as much. They were, they had moved me around. I Was gonna be in classrooms. No, I'm not gonna do that because I think I am well known enough now that I can get a school visit that will pay me more for one day than I make in two weeks off of my paycheck at the school.

However, the difference then becomes I'm giving up benefits. I don't have retirement. I don't have insurance. I don't have... and I still like, I don't even now I have insurance, but I pay for it. So that's the kind of thing where you God, you just You just have to take every single thing into account because you just never know. You never know how much money you're going to make. And I have had the experience, like trying to get a loan where it's like, you know, we need to see your tax returns for the past three years and an estimate of you know how much you will make in the coming three. And I'm like, Yeah, I have no idea. What do you mean? Like no, literally. Guys like I could make zero this year. I could make 100,000 this year. I don't know. I literally don't know.

Kate:                Banks Love that. I don't know. It's like I don't know how much money I'll make. Banks are like, Oh, perfect. That’s what we love to hear.

Mindy:             They’ll give you so many free houses. Yeah, I have had so many loan officers sit across from me in the desk and and literally Ask me, how do you live like this? I’m a farmer's daughter I grew up with - We hope it rains so that you can have shoes. So it's like,I'm used to this.

LC:                   I meant lifestyle, more like in terms of If you have a child, you are not going to say From 8 to 5, I worked with that child. And then from this point to this point, I went made dinner. And this point of this way, right? No. A child is 24/7 A child is a lifestyle choice and writing is the same thing. It’s a Way of living.

Mindy:             It's a presence, a constant presence.

LC:                   Yes, and then. Also in terms of, you know, jobs. There was a horror writer, Brian Keane, actually, and he you know, he had a day job, which was a part time job, I believe, with the post office, and he had benefits with it, but he was making good money with his writing. So he decided to quit. And very shortly after that, he had a heart attack and because he had no health insurance -- And he gives a warning to, like all writers about this --  he lost all of his savings. Um, and he said, Whatever you do, keep a job, don't lose your health insurance because you could lose everything, because, I mean, if you live in the United States, that's that's the way it is. Um, and so, but also I think, like, for me, teaching gives me a social aspect to balance out the intense private aspect of writing. You're just sitting in a room. It doesn't matter how nice the room is. It could be a mansion, or it could be a shed. But you're going to see the same four walls every single day. And if you don't get out and socialize, it can drive you crazy. I mean, it's very much The Shining with all work and no play makes Jack a dull boy, right? 

Kate:                Everyone's life right now in The Shining. I think that's

Mindy:             I think that's a great point, though. because when? All right, so we're recording this on May 26. Some states, they're starting to emerge from the COVID quarantine. And I can tell you the as someone who's, you know, been out moving through the world with a mask on and everyone is you know, that's the point of conversation is the epidemic And people were like, Well, how are you coping? And I'm like, Dude, my life's exactly the same as it was before the world ending. The world actually ended and my life did not change one bit. And that was really interesting observation for me.

I do, I like what you're saying about the sociability aspect because it is important. I started substituting pretty regularly this year because of the fact that, I mean, I was just home and and, you know, it's the nature of the beast. I'm in front of a screen so much like that's all I do. You can really dabble with some dark thoughts when you aren't getting out there and you’re not interacting. Kate and Demitria, we talk every day pretty much at this point, usually on Slack, but it's like there are days when That's my only interaction with adults. And I had a moment last fall. Ah, when I started, when I decided I was going to start substituting because, um, I went I work out, like, usually two, three times a week, and I don't go to the gym until, like, five oclock. And I went into the gym. You know, I've been up since, like, 8:30, 9 someone said hi to me and I said, hi back. And my voice was like horse and they're like, Are you OK? You getting sick? And I'm like, No, it's just that this is the first time I've spoken today. And so it was like my throat, my voice, my brain. Everything was like, Wait, how do you do this, right? 

Kate:                When I was a little little kid, I wanted to be a writer as early as like, second grade. But then, like around middle school, I got into theater and I actually went more to theatre. And that's why I went to undergrad for theater because I was like, I like to, the fact that it was collaborative and that it was social and I was like, I don't think I want to do something where I'm stuck in a room by myself all day and, you know, after theater, I went to film school and I didn't start writing seriously until my husband and I were living in Tennessee. I didn't know anyone there. I had no friends, and I had a newborn baby, and I was essentially stuck in my house alone with no one. And I was like Well, shit, I got what I wanted. I have a writer's lifestyle so I might as well start writing. 

LC:                   When something happens that forces you to be still when you aren't allowed, and this is like when restrictions force you to be creative. One of my professors would always talk about how sometimes the complete lack of restrictions in, for instance, writing poetry, um, can make it more difficult to write a poem versus, You know, if you have a certain restriction for the stanza or something, then then it becomes more creative. So it's interesting sometimes how restrictions in our daily lives end up forcing us to to write finally, or to be more creative in some way. 

Mindy:             You were talking about just the lifestyle of being a writer and how it's a constant, Um, even if you're working full time or part time, whatever your hobbies are, it's very, uh, and I say that now, as a full time writer, I'm not necessarily going to be working on writing things all day today because I mean, it's effing hot outside. I will go outside and I will do, I try to get up and run every morning, and I work out either at home or at the gym every night and then between those times like those are My, those are my flags like these are- This is when you get up and this is right before you eat. Everything in between, that is my call. So, and everything after that is my call, and that's cool. It’s really freeing. But you also hit a point where it's like you absolutely must, no excuses, you have to be a self starter. If you aren’t a self starter, If you need a cheerleader, if you need a team, you can't do this. 

LC:                   Oh my gosh, that is so true. Yes.

Mindy:             I have like this really old house. I have a pond. I have four acres. I garden. I will do flowers all the time. I am constantly moving from the time I get up in the morning until I go to bed. I am doing something and that's just to keep shit from collapsing. Honestly. And it’s at a point where it’s like, I literally don't know how to relax. And it's probably not my best attribute, but man I get shit done. 

LC:                   Right before I started writing, I had taken two pills of a type of antibiotic that ultimately made my tendon swell to the point that my hands went numb and my feet went numb and I had to get to the doctor and she had to do a blood test to see if I was losing like muscle mass due to this cause. If so, I needed to be hospitalized. Um, it took me seven months to recover, and but it forced me to be still, so my muscles wouldn't hurt, in a way that I had never before been forced to be still before, like, I would run every day. But being forced to, like That's, that was the extra push, I think to write a novel. 

Kate:                It makes you wonder how many novels are gonna come out of this pandemic.

Mindy:             Novels. Babies. Divorces. That's that's what we're going to see.

LC:                   At the same time, there are still people who aren't gonna be able to make themselves do it. Because I'm sure both of you guys know any time you're out in company and people find out you're writer. Oh, I always wanted to write a book.

Kate:                Yeah.

Mindy:             Okay, cool. Do it. The one advice question I get all the time and it's it's not meant to be a shitty answer, but it's actually the answer. People say how do you write a book? And I say, You sit your ass down and you do it.

LC:                   Most people starting out, I should say, don’t think you can build Rome in a day and it's like, No, don't be disappointed if you don't get it written the first month. That's perfectly acceptable.

Mindy:             I mean, I draft quickly now, but I certainly didn't when I began. It’s exactly like any other muscle. You have to build it over time.

LC:                   Most people, it takes them about a year. I would say to create their first novel. And then other people like, for instance, Cold Mountain. That author worked on that book for 10 years, writing that book alone.

Mindy:             I should probably mention for listeners that Lindsay's books are published under the name LC Barlow. And do you want To as a last thing, Let everyone know where they can find you online. Your social media, and where they can find your books? 

LC:                   Yeah, you can find me on lcbarlow.org I'm on Twitter as Elsie Barlow Author and Instagram under the same name LC Barlow Author. I'm also on Quora under Lindsey Barlow and You can Find My Books, Pivot is just coming out this year and then Peak is coming out next year. You can find them on Amazon. Barnes and Noble at Wal Mart and Target.

Mindy: Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Indie Author Tara East On Addressing Grief Through Fiction

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode. at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see a a guest. If you have specific questions feel free to post them on the page and I will answer them on the podcast.

This summer I'm adding a co-host, fellow author Kate Karyus Quinn. We'll be doing a series that focuses on hybrid and indie authors. If you're thinking of going the Self Pub route we've got authors who found success with six figure sales, as well as authors who are just starting out on the road to indie publishing. Learn from them. Learn with us.

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Kate:                So here we are and we are doing a post show...

Mindy:             I’m gonna put it in front of the show, but it's post chat because I.... Mindy... Mindy McGinnis has, uh, most of my listeners know this, but I am like, legitimately living somewhere where, like, people still have trunk phone lines and you can have... What is it called? Kate? What word am I looking for? I don't want to say trunk. I mean, that's what it is. 

Kate:                Telephone poles? 

Mindy:             Oh, yeah, we have those. We have those.

Kate:                Party lines?

Mindy:             Yeah, party lines. You know what that is, right? 

Kate:                Yeah, It's like from the 20s like when phones were first invented. Like you could listen into everybody else's phone call and be like...

Mindy:             We had that ride up into the 90s where I live. We had trunk lines right up until 96 97. Yeah, it was like I mean, today, there's no way, because, like, total violation of privacy, I don't even know. You’d pick up your phone and you could listen to your neighbor. You hear a click like you hear a click on the line, and you would know that someone was listening in.

Kate:                That's crazy. So not just like people in your house?

Mindy:             Like the neighborhood. Well, in my neighborhood, it's like, you know, you had four guesses. Like who it might be. So that's where I live. That's where I live. We had trunk lines right up until, like, mid to late nineties. 

Kate:                When did you stop using out houses?

Mindy:             Um, I have actually never used an outhouse, believe it or not. Uh, I've had running water my whole life. My parents grew up with running water. Interestingly enough, my mom has a great story. Her dad and mom got married, like in the twenties, and they were building a house. They built their own house. Well, my grandpa built it with his dad. He said we're getting indoor plumbing, like that's what we're doing. We're building this house with a bathroom. This is my grandfather on my mother's side. 

Kate:                The German one who just passed away? 

Mindy:             He passed away last week, yes. 

Kate:                I'm just gonna bring, I just bring all your sad stories. Is this the blue jay dude?

Mindy:             No, that was my great grandfather. That was his dad. And yes, he hated Blue Jays because he actually came over on the boat, right? So he spoke German, um, and English. But he did speak German often. And in his later age, my great grandfather, he would sit at the window and look out of his bird feeders. That was what he loved. And he hated Blue Jays. And he would get so upset. Gott dam, Blue Chays! He hated them so much So it's like, because they're bully birds, they bully the other birds away. There as bad as squirrels. And so, in my family whenever we see Blue Jays we’re like, Gott dam, Blue Chays!  But so yeah, I know my grandfather, he built his house and his father helped him, and when he said he wanted indoor plumbing, his father was completely mystified and said he didn't understand. He said, People used to want to shit outside and eat indoors and - because picnicking, I guess, was really big in the twenties -  and he was like, Now everybody wants to shit indoors and eat outside.

Kate:                That’s brilliant. That's amazing.

Mindy:             That's my Germans.

Kate:                My dad was actually, the house he was born in had a, um it had an outhouse like he remembers as a boy using an outhouse. And my dad is like, um, I think he's 71. 

Mindy:             He was a late adapter. 

Kate:                Yeah, So it was like a little house that my grand parents had built was like a little starter house. It's amazing to think, like not that long ago. No way. That is my nightmare. I don't even like going camping to camping grounds. One time my friends convinced me to go camping like they love going camping, cause it's like they hang out and they drink by the fire like it was okay. And then it was like time to go to sleep. and I was with Andy, my husband and we were in a tent together, and I was like, I'm afraid to get up and go pee at night cause it's dark. It was dirty in the bathroom was like, You had to walk to it so I waited--

Mindy:             Wait, wait, wait. But there was an actual bathroom?

Kate:                Yeah, but it wasn't like— 

Mindy:             You're not camping. 

Kate:                You had to walk to the bathroom—

Mindy:             You're not camping. That’s not camping. 

Kate:                No, it wasn't a nice bathroom. It was stalls and showers. I was-- 

Mindy:             Is there a roof on it?

Kate:                Yes. 

Mindy:             You're not camping.

Kate:                It was dirty!

Mindy:             I'm sure it was dirty. 

Kate:                I think if you stay in a motel that you like, are afraid to sleep under the sheets like that's camping, too. 

Mindy:             That's not... no, that's not camping. No, that is that is budget traveling.

Kate:                It’s technically like camping. I mean, very similar. 

Mindy:             Did you have a camper or did you have a tent?

Kate:                We had a tent. We were in a friend's tent. They brought a tent and air mattress for us. 

Mindy:             So you had an air-- Have you ever pissed in the woods, Kate? 

Kate:                No. Um, yes, when I was like in college once we were like, super drunk and I think we were like walking around outside and I think we, like, maybe peed outside.

Mindy:             But you don't remember? 

Kate:                No, not really.

Mindy:             If you just peed your pants, that doesn’t count. 

Kate:                I think we... I can't remember. But I think we went way out and quickly popped squat. I think that's terrible. I don't ever want to do that again. It's not good for girls. 

Mindy:             No, it's not easy. No, I mean it's there... it's a fair point that is not easy for girls, but there's a skill to it. There's a skill set that you learn so that you don't pee on your feet or your socks or your pants, but I mean, generally, I just take mine off. It's just easier. 

Kate:                You just take off your socks or your pants or everything. 

Mindy:             Everything. 

Kate:                So every time you have to pee, you take everything off. But aren't you afraid you're going to get bit by something?

Mindy:             You check that you're not gonna piss on a snake. 

Kate:                I feel like you wouldn’t notice--

Mindy:             I think you would. Listen, I mean, I think I think the basic rule of being outdoors has evaded you, which is always be aware of your surroundings. You can piss anywhere. Except the city cause you get arrested. 

Kate:                I’m not even talking about a snake what if it’s something small—

Mindy:             You mean like a bug? You can't—you’re way bigger than that bug. And so is your piss stream. It's scared of you. How would you feel if suddenly a huge ass hovered above you and a Waterfall of piss started? You're not going to go, you know, what, I’m gonna bite that. You're gonna run. 

Kate:                Fair point. 

Mindy:             OK? Every other living thing in the world also has instincts, and most of them are to avoid humans. 

Kate:                OK, now, there was something we were going to talk about. So can you please find a segway between the giant ass coming towards you and running away from it and segway that to the next topic? 

Mindy:             So, I mean great Segway here. If there were a giant ass in the sky, it would greatly impact your Internet connection. I have terrible internet for this particular recording. And so Kate actually did a wonderful job of keeping herself under control and guiding the conversation and basically being me. Ah, for the first, like, 10 or 15 minutes, because I was rendered mute at about a 45 second lag. So I just listened in. Yeah, and there was a terrible moment with nature in my closet, but you'll have to listen to get through it. 

Kate:                That's a good tease. Some nature thing happened. Yes, so speaking of self publishing, I had to go in yesterday and make some changes to one of the first books that I co published with Demetria Lunetta and our other friend Marley Lynn because it was flagged on Amazon for having some spelling errors on some punctuation things.

Yeah, so it was actually super helpful that this person did this because they found these things that I just... You know how it is when you read a book 5000 times and your eyes just glide right over Super simple mistakes, like a missing punctuation mark or using Then instead of than. At one point where we changed a character who had been female, we decided to make it a male, and so at one point, it's like refers to him as her, which is confusing. 

Mindy:            Pronouns were off.

Kate:                Yeah, right, so just nit picky little stuff. But, you know, it impacts the readers enjoyment of the book, and it pulls them out of the story. And I think some people more than others, I think there's some people who would never see it. And I think there's people who are hyper hyper aware of it, and it really, really bothers them. But the great thing is, we invested in Vellum, and we actually did this when we published Betty Bites Back with you and Demetria. The reason we did that was because we had stories, Short stories in verse. I wrote a short story in verse. Cori McCarthy did. 

Mindy:             They wrote one for us in verse. That was very powerful. Yes. Yeah, actually, I mean, I a credit many, many things to my recent breakup, but Cori's story is one of them.

Kate:                Really, you’ve never told me this before. 

Mindy:             Because I read it for Betty Bites Back. I read it and I was just like.. it's called You Wake Up Next to Him, right? 

Kate:                Mmhmm.

Mindy:             And I read that story when we were putting together that anthology, and I was just like, there was just a pit in my stomach that opened up because it was like, Well, that describes my relationship.

Kate:                Yeah, and that does not describe a healthy relationship.

Mindy:             Oh, no, I was just like, Well, I'm gonna keep that to myself.

Kate:                You never said that. That's really interesting. So somebody Betty Bites Back, I don't know if your listeners know, is our feminist anthology of horror stories. I was in charge of formatting it because I guess I drew the short stick.

Mindy:             No, I think you volunteered.

Kate:                Actually, I think I was like, Oh, I know how to do this now because I had formatted My first Indy book, The Show Must Go On. And for that I used a free online program through a website called Reedsy, and it worked really well. But I found out when I tried to do use the same program for our Betty Bites Back that it just would not format the poetry. Like trying to get the poetry to format correctly was just horrible. It wanted to make every line like the start of a new paragraph or didn't want to space it like, it was just very confused about like what poetry was and how it's supposed to look and wanted it to look like prose.

I did research, and, um, I found Vellum and I fell in love. It's a beautiful program. It's laid out so perfectly. It's so user friendly. I did not have to read any directions. I loved it. And, you know, it can be a difficult formatting wise to put together an anthology of short stories. And it wasn't. Vellum made it really, really easy. And it looked beautiful and it looked professional. And I can't take credit for, like the program, does it all it you know, you just upload your documents, and as long as you have your document, if you have your chapters laid out and they're at the top of the page, it makes it so easy to add to your back matter and all. You know your front matter stuff that you need your copyright page automatically formats for you. It's amazing, and so I've done all of our books since then on Vellum. My only quibble is I wish it was available for PC. 

Mindy:             Working with you on the Betty Bites Back anthology, I came to be aware of Vellum. And I thought, Hey, I wonder if they would want to advertise on the podcast. So, you know, full disclosure. I had reached out to Vellum and asked them if they wanted to partner with the podcast. And they did And so that's fantastic. But it was so funny when they said yes that I remember I was posting to you over text. And I was like, Hey, Vellum said yes, and they’re in and you, like, had a fan moment. You were so excited that Vellum was going to sponsor the podcast because you were so enamored of them. 

Kate:                I was! I was like, Oh, my God, tell them I love them! as what I did. Uh, no, but it really is. It's a beautiful program. It's just very clean looking. The way it's laid out, it's really... know I am gushing. I am a fan girl. And there was, like an upfront purchase cost. It's just a one time thing, and then you own it, which is brilliant. You know, I'd so much rather do that than, you know, have a company slowly bleed me out at, like, $10 a month for the rest of time. 

Mindy:             We better we better segue into Tara now and get her on. She has a great accent. By the way, you get to listen to an Australian. 

Kate:                Mm, I know. Always a positive. 

Mindy:             And, we'll bring on Tara so that people can ah, listen to her instead of us.

Kate:                Okay. So yeah, tell us about yourself and you're writing and what you do. And if your pants have ever been on fire. 

Tara:                Fantastic. Yes. So I'm Tara East, and I am a writer, scholar and author of the novel Every Time He Dies, so at the moment right now, I'm actually doing my doctorate in creative writing, and I'm teaching at the university where I am doing that doctorate. But prior to that, I actually did a master's program and the product of that was Every Time He Dies. And the novel is essentially a mystery novel. But if you wanted to get down into, like, the weeds of genre, you could describe it as a soft boiled crime novel with paranormal elements.

So basically, the novel is about a woman named Daphne who finds a watch on the beach that is the exact replica of her deceased boyfriend’s. The watch is haunted by a Ghost with amnesia, and while she's trying to uncover his identity, she becomes involved in her Estranged Fathers homicide investigation. So it took me about seven years and a couple of different writing courses to write the novel and part of the reason why is because in the writing I was teaching myself how to write. So for that seven years, I became just completely obsessed with writing, just devouring craft novels, YouTube videos, podcasts, blogs, everything that I could find that could support me through the writing process. So sort of like doing that independent study. But then I was also bringing in mentors, teachers, lecturers, editors who could really help me with the Craft once I had taken the story as far as I could take it.

Kate:             Seven years is a long time to be writing one book, and often you hear advice that you know you have to write that practice book that gets put, you know, under the bed or, you know, left in, uh, dusty corner of your hard drive. Um and you know, you move onto something else and you write another book and you know, that was very much my experience. And I know it was Mindy's as well that, we have books that we wrote and then we set them aside and we wrote more, and we learned a little bit more of every book until we were published. What made you decide to the stick with this one book and keep hammering away at it? 

Tara:                Well, I think two things. Firstly, the novel changed so much through the course of that seven years, and I might actually come back to that point. But the reason why I stuck specifically with this book and I do think it's really important that a writer knows why they're writing a book, and for me, I actually had a very personal reason. I had a very close friend pass away after a very long and very serious illness, and when she passed away, I was just struck with this level of grief, and I didn't really know what to do with it. I had dabbled with writing prior to that, and I have a background in journalism, and I had always wanted to write a novel, and there was a part of me that thought that writing a novel would be such a great way to process my grief and to create something out of that grief and because my friend was the same age as me, when she passed away, I had this real moment of - as we all do - your sense of your own mortality. And I had always wanted to write a novel, and suddenly there was a new urgency around that, and I knew that I had to get onto that as soon as possible. And, of course, the first thing on my mind to write about was grief.

Kate:                That would be a difficult thing. Then, once you start writing with your friends in mind, too, to be like, Well, just a practice book. Put it under, you know, get rid of it and move on to the next thing. You really felt that emotional connection like you had to see it through. 

Tara:                Absolutely. I feel like it had a really sense of purpose behind it. And of course I do definitely want to mention that the novel is not a fictionalized version of my life. It is absolutely fabricated. There may be a wink here or there towards a friend of mine, but the novel is fictional, like all of the characters are fictional, their beliefs and their thoughts are not necessarily my own, but -- 

Kate:                You have not had any ghostly encounters in your life? 

Tara:                Well, maybe there's been one or two, but no, definitely not to a degree that Daphne has experienced. 

Kate:                We are in the midst of a series of podcast where we are talking about self publishing, and we've been talking a lot, um, with various authors, about why they chose to self publish over, traditionally published and what their experience is. And, and we have talked to authors who are in various stages of this. We've talked to authors who've been doing it for years and are making very good income doing it. We have talked to authors who are more at the beginning. How long has your book been published, and what made you decide to go the indie route?

Tara:                So, Every Time He Dies came out in November last year, so I'm definitely at the beginning off my indie publishing career, and I think I was probably about halfway through the novel when I discovered Joanna Penn’s podcast, as many indie authors do. And that was my lead in to self publishing. And as I continued to work on the Novel and I continued to research traditional options versus self publishing, it became very obvious to me that I wanted to go the self publishing route. But for full transparency, I was working with an editor at the time, and she really encouraged me to try traditional publishing. I put a few feelers out there and got close, sort of twice to a deal. Thankfully, it fell through because I still really in my heart. I still really did want to self publish. I knew that the creative control was really important to me as well as, of course, the the lucrative aspect of it.

And I think the thing people really need to think about when they’re tossing up between self publishing and traditional is you really need to know what your goals are as an author, if you want prestige or awards or if you want to be in bookshops, those are some reasons why somebody might go traditional. But of course, I do also want to add the caveat that even if you are traditional and you get into a bookstore, that book may only be in that store for like, three months. So you really need to make sure you do your research because we have these concepts and these ideas about what being a traditionally published author means. And you just need to make sure that you have the most up to date information and that you're not sort of living in the golden age of how it used to be.

So I think you just really need to research around those two different options and to really know themselves because, of course, being indie means that you also have to do everything by yourself, and you have to have the capital up front to pay for everything. And I fully acknowledge that for some people that may not be possible. So traditional publishing, may be a better option. The other thing with being an Indy is that, of course, you have to do all the marketing yourself and build an author platform, and you also have to find all of the professionals to hire so that you can create a really good product. So hiring a cover designer and editor an interior formatter, if you choose to do that option as well, that you really need to decide. Am I the kind of person who has the energy to do all of this and am I Tech savvy, and do I have the funds to do it? So I think you really need to know yourself and know what your goals are. 

Kate:                Absolutely. And it definitely sounds like you did your researching. You have been looking into this for several years, so it wasn't something that you just decided To jump into. In terms of marketing since you mentioned it briefly, can you talk a little bit more about how you handled marketing? Being a brand new author? A lot of times, you know, when you start indie publishing, you'll see the main advice given To new authors to market their book is, you write the next book, and often indie success seems to rely heavily on being able to write quickly and publish quickly to constantly be having new books come out, which in turn helps boost your backlist. I was hoping you could speak a little bit to that because seven years is rather long to write a novel. Though I assume you're, for your 2nd one will not take as long since the first was a learning one. But yeah, How are you approaching all of that? And what is your publishing schedule going forward for future books? 

Tara:                I definitely have an experimental mindset so prior to releasing Every Time He Dies, I actually wrote a trilogy under a pen name so that I could teach myself how you actually self publishing, how you actually market. And that was really useful for me, for two reasons. One, I discovered it was very difficult to market under a pen name because everything has to be secret and you can't talk about yourself. And the second thing I learned was that it was very difficult to market when you have no author platform. Now, unfortunately, I had Been building my author platform for about three years prior to releasing my novel. So that was posting weekly writing advice blogs on my website, and about 18 months ago I started You Tubing and I became a part of the author tube movement.

And so for me and knowing my budget, I chose to focus heavily on that content marketing side of things rather than paid advertising, though I fully acknowledge that that will most likely have to change because of all of the changes that have happened on Amazon. But this is another thing people need to consider is you really need to start your author platform as soon as possible. You need to really start finding ways to build your email list like that's the most valuable thing you can have as an author because you own that. You don’t actually own--

Kate:                Yeah we have that a ton of times. Every author has talked about, yes, the importance of the email list. 

Tara:                In terms of like the rapid release model. I knew that these books were not books that I could write in, say, a month’s time, especially considering just with my own personal obligations as a scholar. But I absolutely know that the second book is not going to take as long as the first book, because in that first book like you mentioned, I was learning how to write. Sometimes I do feel that the advice, I’ll just write the next book can be problematic, because if your first book isn't very good and if it doesn't sell very well, there's no evidence to prove that the 2nd one will either. So I do feel like that advice is a little bit prescriptive, and it doesn't really take in the nuance of readership and and publishing. I do also want to mention that there are some outliers out there like, say, Jenna Morrissey. She's she doesn't follow the rapid release model, and yet she has a very big platform. So there are people who are not prescribing to the rapid release model and still making a living off it now. Maybe she is the exception to the rule, but it's possible. That's just also important for people to know that this sort of prescriptive advice can be a little bit dangerous and could be a bit like boxing in. 

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Kate:                I would love to hear more about how you are selling your books locally, because that is not something that we have talked about very much yet on the podcast. But I have seen in groups like Facebook groups like 20 Books to 50k, people talking about actually doing very well selling paperback copies of their books. I think logistically, it's quite a bit more difficult than selling E books, you know. Generally speaking, you have to pay to print the books yourselves, paying upfront for your stock, you're having to store your stock, and then you also are in a very real way becoming a sales person.

And I personally hate hand selling. It's It's so uncomfortable. I have a very difficult time when I end up in a bookstore event, where they want to seat me at a table in the bookstore for a signing. People come into the store and they kind of look at you and then they look away quickly, like they don't want to be sucked in with that salespitch. It's just uncomfortable. And if you're a good salesperson, you take the moment and you kind of call them or, you know, you try to do it. And I am just, like, as deeply uncomfortable and I'm like, yes, run away. This is weird for both of us. Just go do your thing and I will continue to sit here. Once I had, like, a parent bring up their little one and be like, Look! it is a real life author! Like, I was like an animal at this zoo, and I was like, Yes, I am. Hello, child. You too come someday Sit at a table in a bookstore and question the meaning of life. Can you talk a little bit about what you're doing, How you're doing it? If it's killing your soul? 

Tara:                Absolutely. That's so good that you share that, though, because that's such a good anecdote about you need to know yourself. So if you are not super into hand selling than maybe just focus all of your marketing online. However, like for me, selling locally was really useful. And part of the reason why I decided to build that into my marketing strategy is because I have a background in journalism. So I know how hungry newspapers, radio stations and TV stations and magazines and local news, especially those daily media outlets where they're trying to turn stuff out every single day.

So for that reason, I approached my local newspaper and they ran an article on me. then I approached local magazines and because I again have that background in journalism. I wrote all the copy and I sent them all of the photographs and images so literally all they had to do was say yes and hit publish. And then I approached local radio stations as well. So I was doing all of this. And in addition to that, I did an official book launch at a prominent books shop in Brisbane. And that was such a good way to, of course, physically celebrate the release of the novel. But to also get my book into that store and to make contact with readers in the city where the novel was set.

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So all of that stuff is very sort of strategic marketing. And What came out of this, which was actually quite a surprise and I did not factor this in in any way, was that by doing all of this local media and by having my book in a couple of different independent bookstores is that local book clubs are now reading my book as part of their book club. So you're, You're also tapping into all of  that readership that I would never... like, you can’t Market to those people, if you know what I mean. When you are marketing online you’re marketing to your ideal reader, you will have somebody in mind a type of reader. But it's still in many ways, you're casting stuff out there into the Internet, and you can be as informed as possible and strategic as possible. And you still don't really know if it's gonna work.

But then, by doing this local meatier stuff like, because it's such a small scale and because you are part of the community that you are marketing to, you have sort of this insider knowledge and you know what you need to be saying in order to tap into that market because it's such a small scale. And I have been surprised by how effective that has been, because obviously from the get out, I didn't know if it was gonna land. Now it has been pleasantly surprising. So I do feel like if you're the kind of person who, if you're a writer, you're probably an introvert. But I can become extroverted when I need to. So if you also have that skill and if you're not too uncomfortable about hand selling, I do think it's a really viable option that people need to explore.

Kate:                Can you just talk a little bit more about though, the nuts and bolts of getting your book into bookstores? Because I think that is something that a lot of people have a lot of trouble with, or that bookstores are resistant to taking on indie books or that they get inundated with requests from indie authors, and so sometimes it's quite difficult to convince them to do that. So what was your strategy there?

Tara:                I have different strategies, depending on the store. So stores in my local town, I actually went in in person with one copy of my book, plus a press kit that had all of the information about my book in it. So inside that press kit, I had a blurb about the book. I had the sort of like fact sheet information about it. How many words? Ah, an image of the cover the type of genre that it was, the target audience. And then I also had an image of myself and my own bio in there as well as, like social media links and my website and contact information. So that was all in my press kit, and then I would go into the bookstore. I would introduce myself. I would show them my book, give them my press kit, and I would talk to them.

Now, most of the time, I already knew that they were open to having self published authors and having local events in the store. So I knew that they were likely to say Yes, so I would go in and I would give them my spiel, tell them about the book, talk through what kind of arrangements they have with other local indie authors, and and that's how it happened in my hometown.

But how it happened when I was approaching bookstores in the city is that I would often have - I fully appreciate that not any everybody can do this - but I would often have some kind of a link to the store like I would know somebody who worked in the store or I had run into one of the store managers at an event there was some kind of like linking connection. So then I would put that into the body of an email, and then I would send a digital copy again of my press kit and a very professional and polite email requesting that they have my book in stock and everybody has said yes. But the thing is, you need to really write a professional email, and what you need to include in that email is again the synopsis of your book. But keep it quite brief, like think elevator pitch one or two sentences, just yourself say why their readers, the people who are their customers, will want to read this book. And again, you keep that to two or three sentences, and that's the thing that is going to make people pay attention because you've got a professional email and you're saying how they are going to benefit off having your book in store.

Mindy:             I’ve got to tell you that, Ah, even though I missed like the 1st 10 minutes, I'm sitting here in my closet, and that's where I do all of the recordings. And Kate knows I was outside, like pretty much all day cause it's the only decent day we've had lately And I was gardening and I told Kate, you’ve got to tell me when it's time for me to go inside so that I can get this podcast set up and she's like, Okay, so she did and I came in and I'm sitting here and I'm getting everything set up and I looked down and I have a tick on my boob. 

Kate:                On your what?

Mindy:             My boob, Kate, It was on my boob.

Kate:                Oh, my gosh. I thought you might have said Boot. And I was like, That's not so bad. 

Mindy:             I definitely missed about five minutes, maybe 10 of your conversation, because he wasn't attached yet. He was still making a run for it, and I'm like, I got to get it NOW. And so I just kind of bolted and I ran in the bathroom, and then I stripped down and did a full body check. But everything seems to be okay, I don't appear to have anything attached. So anyway, that's what I was doing. While you guys were, oh and Kate, You were doing a great job of being fake Me. You were so like on task. 

Kate:                And you are so turned on by fake Mindy—

Mindy:             I was so turned on by fake me that I had to run to the bathroom and strip off all of my clothes and do a tick check. That’s how I react to arousal. It doesn't work in a lot of situations. 

Kate:                Tara,    this is our sense of humor. So sorry. 

Tara:                I'm loving it. Just feel like I'm listening in on a chat. Friends. It's good.

Mindy:             This all factors into Mindy's single life. Um, I was, I was listening in to your conversation and one of the things that I wanted to ask you about Tara, you're talking about marketing. You are in Australia and you are writing in kind of the mystery market. And I wondered, of course, Amazon being the big you know, Father of all things is marketing different for the indie author working out of Australia vs an indie author that is working with Amazon in America.

Tara:                It's funny. As soon as you started talking about all of that, the first thing I thought of was, you know, when I was first writing the book, it was a really big deal to me where I set it because I was a little bit afraid that setting a novel in Australia might alienate American readers. And that hasn't been the case. I have actually had a really good sales in America, which has Been a lovely surprise. Um, but what I have noticed, actually, and if there are Australian authors listening, I feel like with the Australian market, it is actually really, really important that you tap into your local market because my novel is set in Brisbane, Queensland, Australia. What has really helped me has Been reaching out to local independent stores, running in person events at independent bookstores and also at, um at restaurants at universities and things like that that has actually really helped. And people really enjoy that stuff.

And, you know, this might actually go against what a lot of indie authors sort of think about where they so focused on online marking marketing, which, of course, you absolutely need to do. But I think you also need to tap into your local market, particularly if you ah, I want to say, if you're outside of America, it's it's really important that you tap into your local readership, especially if your novel is set in that location than tap into the readership who live in that location. The feedback I've gotten from Australian readers is that they have loved reading a book, a mystery novel, a crime novel set in Australia and particularly set in Brisbane. Because it's not a very popular location. Most of our crime novels set in Melbourne or Sydney.

You do need to think about where is your book set? Who is its readership and then trying to target that readership. Because I have to admit, when I decided to go to indie, I did wonder if being Australian was going to be a hindrance, I mean being Australian, Ah, the book being set in Australia. And I'm glad to see that that hasn't been the feedback at all, that I've gotten off anybody and that American readers have actually really enjoyed reading a novel that is set somewhere else. And I mean, of course, we're both Western countries, so there's so much crossover. But there's enough of a difference that it has that feeling off. I almost want to say exotic, but that would be a little bit of a stretch, but there is enough of a difference that is interesting and intriguing. But of course, there's so much overlap because we are both Western countries. 

In terms of Amazon, the thing that has Been perhaps most frustrating is that the reviews from one platform don't necessarily cross over to the other. So if I get reviews on the Australian Amazon platform, they don't appear on the American platform and things like that. So there's nothing I can really do about that now that those two platforms are separated and we have Amazon, Australia vs Amazon in the US. But that is just something that maybe people need to be aware of. And what you can do to counter that is to approach Book Reviewers yourself prior to the release of your novels, sending out ARC copies, probably e book copies, because that's the economically clever decision. But reaching out to book bloggers and book reviewers on instagram and YouTube and sending them a copy of your book and trying to get reviews that way, rather than just relying on Amazon reviews. And the good thing about book reviewers, Independent Book Reviewers, is most of them read your book for free, and most of them will publish their review on their Web site, their YouTube channel, or what have you. And they will also copy and paste those reviews onto goodreads and to Amazon. And that is actually one of the best ways to get around that issue off being outside of America and not being able to have your reviews on all the Amazon platforms. If that makes sense.

Mindy:             So Tara, you have then a listing for your book and your author profile on amazon dot com like us and amazon dot com, I assume it's aus? You okay, so they’re separate and you can't, They can't be blended like Do you have to view your sales separately then and everything like that? 

Tara:                Yeah. Um, I haven't gotten into paid advertising yet, but absolutely, I have two author pages. I had to upload my novel separately onto Amazon au into Amazon America, as well as all of the other countries that I wanted to publish in. You have to upload everything separately, so yeah, it was quite funny that it's the one company, but that in each country its separate. So that is something people need to be aware of.

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Mindy:             So Kate obviously has had, and we all have had some horror stories about table selling. I have had. I believe at this point in my career I have had three events that zero people showed up to, and that's okay. It's okay. Even the first time that I happened, I was just like, Oh, well, because I was showing up at a library and they were paying me to show up. So, you know, I got paid anyway. It wasn't a huge blow, and also, I think we all need our ego pricked every now and then, so I think it's actually kind of healthy and good for you.

But for the most part, I actually really enjoy table selling because I am very much. And Kate can tell you this, very much, a mix of intro and extroverts. When I am extroverted, it is on, like that switch goes, ON. It goes off. There's no in between. And so I'm really good at it. And I had to actually carry a little bit of shame around inside because of it, because it does feel dirty when you're good at it. It feels kind of dirty. But I mean, I can usually sell just about whatever stock they've put on my table, when I go to an event like that.

I can say, even though I am traditionally published, when I first was going out and you know, beating streets and trying to put myself in front of librarians and in front of booksellers, I learned really quickly that when I walked in the door, I had to say that I was with Harper Collins, that I was being published by HarperCollins because I would walk in and I would say Hi, I'm a local author and their faces just closed. I watched it happen. They were just like... and I'm out. Like they're librarians, booksellers, no matter what it was, they were just done because they have been inundated with local authors whose products had not gone through any quality control. And they've been burned. Over and over and over. And so I do think that that is a stumbling block, that indie authors face when it comes to moving physical copies of the book.

And I agree that the only way that you can combat that is by presenting yourself as professionally as possible. I've talked to other indie authors that have gotten reviews from, say, a fellow author in the genre that is very well known, a traditionally published author, that they just happen to be able to have a connection where they were able to get that Or, as you were saying, even just knowing someone in the store, someone that can vouch for you. And it's interesting to me, that in the end, indie, traditional, self-published, whatever, networking is just so important. 

Tara:                It absolutely is. I definitely acknowledged, that is, some poor bookstores are absolutely inundated with local authors whose books have not been properly edited who have terrible covers and all of those sort of like horror, horror things. And I think this is again where indie authors really need to make sure that they are putting up quality products that are as good as traditionally published. All those, so hiring a cover designer and having a really great cover made and then making sure that they have proper editing, structural editing, copy editing and proof reading and that the book actually looks like a proper traditional book by having the interior formatting done. I don't know if it's a lack of knowledge or a lack of laziness. I'm not sure how why it happens, but some people do walk into a bookstore, and I know I've gone into bookstores and seen you know, the little local author the tag on the front of the book, and it doesn't need the tag. You can tell. It hasn’t be... you know. You can tell.

And it's so sad, and I don't know if it's just a lack of knowledge or a lack of money or technical skill. But I do feel that indie authors, in many regards are lifting their game. But of course there is still all of the, all of the not so great products that are being put out there. So, yeah, it's definitely, And I think the only way to combat it is by showing up in being professional, assuring the manager that you have done all the correct steps and then, like you mentioned before actually having quotes from other authors who were prominent in the field, who have read your book and liked it. I actually didn't mention that, but that was in my press kit as well. So I had several local, traditionally published authors who had read my book and said very lovely things. I had quotes from them in it, and the reason why I targeted traditional but well known local authors in my area is because I knew that the bookstore owner had those books in store. They knew that author's name. They knew who they were either by name, or were in person. So that meant something. And it was a way to validate my work.

Kate:                On one hand, you have this book that you spent seven years writing, and it's very personal to you, and you have this whole reason about why you wrote it. It's It's all like the emotional writer stuff, you know that you hear, it's a book of your heart. But on the other hand you have this very business like way that you've approached publishing it and getting it out into the world. How do you reconcile those two different things and, you know, using those two different parts of your brain? And how do you balance that?

Tara:                That is such a great question. How I sort of perceive it is that the making of the book, that's when I was in the creative zone, the imaginative zone tapping into the emotions, exploring my own grief and processing that. So all of that sort of, um, you know, the artist that side of me was what was fully engaged when I was writing the book, editing the book, and once I had taken the book as far as I had, as I could take it. And once I go through beta readers and editors and stuff, actually should say during that process of going through beta readers and editors, how you see, the book does start to change and you start to like... I still loved the story and I confess I would be editing it, and I would kind of get caught up in it, which is such a strange sensation.

But, um, but still, how you start to see the book... I don't know if it's a detachment. Maybe that's what's starting to happen. But you do stop to realize, like, Wow, I've moved out of the art making and now this thing has become a product. And I think that how I was able to move over into that sort of business minded, marketing minded mindset and it was by seeing the book is a product now. And it it's not a baby. It was my baby when I was writing it, But now it's this thing that is done and people can buy it, enjoy it. And I think that's how I was able to do that.

Kate:                Once you were in that analytical mind set, what... did you get to a point where you were like, Oh, wow, if I had started out writing at this analytical thing, maybe I would have written a different book, mysteries that are X y Z. Or maybe I would have added a romance element. Or maybe I would have another genre or another some twist of it that would have made it more marketable, um, hotter book.

Tara:                 I totally understand what you're saying, and it's interesting because I tried to write a follow up straight off to this book. And because I knew how to write, by this point, I created a really strong outline. I started writing it and it was immediately dead because I was too much in that analytical mind set. And now that's me, personally. Again, every author writes differently. So obviously for me, I do need to be a little bit more of a Discovery writer, and I need to have that emotional aspect engaged when I'm writing.

Here's the thing about writing, whether you're traditionally published or indie like You have no control over what's gonna happen to the book once it's published and it's done, you don't know if it's going to sell well, so bad. And the thing is, in order to be happy, you really need to write the book that you want to write because, think about it. How bad would it be if you spend a year or two years or five years writing a book for market, you're not really into it, and then it gets published. It hits bank, and all of a sudden you're committed to this genre and this story, all the Series that you're actually not even into, like you don't even like it.

And in that regard, I kind of feel like you might as well go get a day job because it’d be easier and gets consistent money. So, you know, that's my sort of thinking about it. I really do feel like the writing has to be for you, and you should write the story of your heart and write the book that you want to read. But when that book is done, that's when you get to step into being marketing business minded side of things. That's how I view it anyway. But I'm well aware that there are people out there doing the rapid release model writing books that aren’t the books of their heart, that are just moneymakers. So I know that that stuff is happening, but it's not something that I would do. 

Kate:                That makes sense. Yeah, I think, I think they're You know, I see a lot of people who are rapid release, and I think they do still find, they still do really love the writing. I think we have to at some point enjoy it, cause, like you said, there are definitely other ways to make money that are easier than this. I don't know. I think if I wrote a book I didn't like and it made gobs and gobs of money, I would keep writing and, you know, just used the cash to blot my tears.

Tara:                Yes. What a terrible problem to have. 

Mindy:             I think I could do it. Money is not terribly absorbent. But if I had enough dollar bills, I think I could soak up. I Think if I ever end up in this situation where I'm using money for something other than currency, I think, I think I'm gonna be okay. Like I'm sitting here thinking about what else could I do with it? Because they always show people like burning it or whatever. And I'm like, That's, that's old. Rolling around in it naked. I would use it to like Oh, I don't know, use a like sandbags like stop overflow of water or something, Right?

Kate:                Smashing ticks. 

Mindy:             I flushed it down the toilet. I always flush it down the toilet and I have nightmares about huge like colony of mutant ticks living in my septic system. That's ah, probably gonna be, that's probably how I die. I have already decided.

Kate:                I’ve never had one on me. I'm a suburbs girl, So that’s kind of scary. 

Mindy:             I know you are. You know, you're a hardcore suburbs girl. I’m surprised We get along. 

Kate:                But we do. 

Mindy:             We do. Yes, it’s because you teach me how to take care of my skin and nails and I just make sure you don't die. So anything else that you would like to add here before we sign off, I think most importantly, can you let listeners know where they can find you online and where they can find your book?

Tara:                Absolutely. You can find out everything about me on my website taraeast.com On there I post Weekly writing advice blogs which cover a range of topics from inspiration, motivation, business and marketing advice, as well as time management and productivity tips, which is a personal passion of mine.

And I also have a YouTube channel where I also post all of the same content but just in video form. And my book Every Time He Dies is available everywhere online, so you really don't have to hunt too hard for it. But of course, all of the links are also on my website. And if you aren't really sure if the book is for you or not, you can actually download the 1st three chapters for free off the website so that you can have a little sneak peek and try before you buy. Also on social media. Of course. I'm on Instagram, Twitter and Facebook under Author Tara East.

Kate:                Yes, and I'm looking at the cover of your book, and it is a gorgeous cover. I really, really love it. Beautiful.

Tara:                Thank you very much. Yeah, the designer worked hard on it, so I really appreciate that. It is gorgeous, and I've got a lot of feedback on that. 

Mindy: Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Indie Marketing Guru David Gaughran Shares Tips For Indie Publishing Success

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode. at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see a a guest. If you have specific questions feel free to post them on the page and I will answer them on the podcast.

This summer I'm adding a co-host, fellow author Kate Karyus Quinn. We'll be doing a series that focuses on hybrid and indie authors. If you're thinking of going the Self Pub route we've got authors who found success with six figure sales, as well as authors who are just starting out on the road to indie publishing. Learn from them. Learn with us.

Today's guest is David Gaughran, author of the historical adventures Liberty BoyMercenary & A Storm Hits Valparaiso, and has helped thousands of authors to self-publish their work via his workshops, blog, and books such as Let’s Get DigitalStrangers to Superfans, BookBub Ads Expert, and Following.

In May 2020, he was one of the recipients of the Kate Wilhelm Solstice Award. The SFWA President said, “David Gaughran has been doing yeoman’s work for years, alerting indie writers about predatory schemes and warning them about changes in independent publishing. His work makes the science-fiction and fantasy landscape safer for writers.”

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Mindy:             So I know that you have a lot of information that you put out into the world for other indie authors, and Kate is always forwarding your newsletter to me and saying, Check this out. David said this, David said that. And I'm like. Okay, Cool. So could you just talk a little bit about how you ended up in the indie publishing world at all? 

David:              So I started writing seriously, like writing with the aim of actually getting something published somewhere about maybe 10 11 12 years ago, something like that. Because back then, self publishing wasn’t really a viable option. At least not in 2008, 2009. I think there was a handful of pioneering romance authors that were starting to do well at it. But that news hadn’t really reached me. I was still under the impression that self publishing was like the last refuge of the scoundrel, you know, or something that would irreparably damage your career. 

I was querying agents, and I think I queried nearly every agent out there him with a book that probably wasn't fully cooked either. So rather inevitably, I got a whole bunch of rejections. But towards the end of the process, you know, I started getting, you know, non form rejections where they actually put your name in the email and the title of your book. And these little tea leaves that you're reading, you know, looking for progress anywhere.

And then an agent actually told me he wants to represent me. And I remember, I remember getting the email. I think it was It was just before Christmas and this agent says that he read my book and everything. The office had read the book and they loved it. And they wanted me to be there next author, you know? So obviously I was excited. The last line of the email, he said something like, We're just about to close for the Christmas holidays. So please give my office a call when we get back when we reopen in January. And he gave some date, which is, like, three weeks away or something.

So I was just on tenterhooks the whole time. Actually, I wasn't on tenterhooks. The whole time I assumed that I made it as a writer. So I during the Christmas holidays, telling everyone I was going to be the next big thing and, and spending all the advance money in my head. And then in January, when I made contact with the agent again, and he’d just changed his mind. He wasn't interested anymore. And I don't know, Um, maybe he read it a second time and saw there was issues there that maybe were trickier to address or maybe took on something else in the same niche. You know, or maybe he got a book from an existing client in the same niche and didn't want to go out to the same editors with a similar book. I know there could be lots of lots of reasons for this kind of thing. 

Kate:                He didn't give an excuse or like... 

David:              No, he basically ghosted me. Didn't return my call. He just sent me... I think his assistant sent me a one line email. Thanks, no longer interested. It was all very weird, you know? And this was before I had any kind of public life, or was engaging in various spats on Twitter or anything like that. So it couldn't have been something like that. And so I never, I never really knew the reason why, but as I found out, as I got more experience in the industry, that stories like that aren't that uncommon. 

Now I think the power shift has a little bit more towards writers. At the time, I was pretty despondent, tried to shake off the disappointment and hide from everybody that I told I was going to be a literary sensation. I just got cracking on another book, you know, and something a little bit more commercial, something with an American protagonist and something set in a place that might be a little more familiar to the American audience I was aiming for and I got a few chapters in and then I kind of hit a wall and I just couldn't push through.

I was thinking, you know, it was the first, you know when you use that first sticky point in a book. Everything, everything questioning my ability as a writer whether there was any point to doing any of this and I was thinking about giving it all up, and I was just casting around, you know, what should I do here? And then I think I stumbled across some forum where a lot of self publishers were hanging out, and I just started reading some of the posts and seeing these people having a lot of success just from publishing their own books. And like in the last couple of months before that, I'd started hearing about you know, these first people that I had started getting success from self publishing people like Joe Konrath and Amanda Hocking and these these first kind of self publishing superstars about 10 years ago.

But most of them were people who had come from traditional publishing, and they had maybe a backlist ready to upload. And obviously they had a bit of experience and some storytelling chops and maybe some contacts and, and all that kind of thing. Which, which, you know, most people starting out won’t have any of that. But these people in this forum were all people who have just started a few months ago, and they were all posting their sales figures every month. You know, they start off first month, making $10 next month. They might make $35 the next ones after that, 150 and six months later, they're starting to pull in $1000 a month. I was just like, this is amazing like this... it seemed possible for the first time I could see an actual path to making money out of it.

I was still in thrall with the idea of getting an agent and a publisher like Self Publishing at that time was very much a Plan B for me. And now it’s a Plan A, and I wouldn't I wouldn't take a publishing deal unless there was some kind of obscene money on the table. But back then it was definitely a Plan B. And so I start off just self publishing a few short stories just to see and just to learn the ropes, to see if I enjoy the process of being a publisher and of being a marketer of my own work. But also, I could keep one foot in the world of traditional publishing because I still think, I think I still had a couple of agents who were reading the full, you know, so I just I didn't want to close that door by self publishing the book until I heard from them. Never, of course, did actually hear from them.

But when I when I started self publishing, the first thing I noticed right away was I just got out of that funk that I was in, like being a querying author is... It's such a negative place to be, you know, especially when you're just getting rejection all the time. And it's so very hard to keep summoning up the energy and the positivity that you need to write, when all you're hearing is no or your writing’s not commercial no, or it's not good at all, or you just, You're not even getting a foot in the door. No feedback to work with. You know, that's just the nature of the business, but it's tough being in that position when you're starting out.

But once I start something, it the dynamic changed completely like the internal psychological dynamic changed completely. You know, you're getting people, strangers are buying your book. They're giving you money. They're reviewing your book, they’re emailing you. I just like we just go with the pure joy of writing again. I remember writing another short story at my kitchen table. I think within two weeks I had that short story, had a cover for it. I had edited, formatted, uploaded and then it was on sale.

And so it just seemed like so radically different from the traditional publishing process that, you know, I was just amazed like I just how different and how positive experience it was for me personally. So I think by the end of that first month, when I got my first sales report from Amazon, I was like, Okay, I'm self publishing everything from now on, like I don't care what agent is reading way book now I'm just I'm going to self publish it, and I haven't had any interest in returning to the path that—the thing that I was dreaming about so much, you know, I have no interest in going that direction.

And it's pretty funny, I think one of the agents that actually rejected me for my historical novel, she read one of the short stories that I self published, and she asked me if I want to turn it into a YA novel. So I got the opportunity than to send her rejection letter, which was extremely Oh, if you ever get a chance as an author to do that, I strongly recommend going for it. It felt really good.

Kate:                I often hear people talk about the early days of self publishing as almost like how people talk about like the gold rush, like the first people to discover gold like they were just like scooping it off the ground. And now it's, you know, so many people have heard there's gold in them hills, and they've all rushed. You really gotta you know, you gotta dig for it and some people go mining and they don't come up with anything. Is that totally different 10 years ago to today. 

David:              It's a constant discussion that we have as self publishers, you know whether things have gotten a harder if it's harder to start today. It's changed in positive ways and in negative ways. I think the challenge is different. I don't think it's necessarily harder. I think you know, the standards are higher these days in terms of reader expectation, and presentation and branding. And obviously the marketing side in the last five years particularly, has gotten a lot more complicated as self publishers and and publishers get savvy about things like mailing lists and Facebook ads and Web sites and everything else or the other.

And the market has just swelled so much. The markets is so much bigger than it was in 2011. So even like a you know, a moderate success in 2020 can can deliver huge amounts of sales. And also the tools we have for reaching readers are just so much better. Like I was talking about, you know, these authors that I was reading that in forums who were hitting that kind of success level on, back then in 2011 and someone started selling 1000 books a month in total across, you know, whatever they had published, we consider that they were on the way. That was just, you know, the kind of watermark everyone had, or if they were making $1000 a month or if they're selling 1000 books a month. People would basically consider someone was on the way. That they’d crossed through to the other side. They were now officially successful. You can take out a Book Bub, for example, or Bookwell feature deal, and you can sell two to 3000 books in a day. 

Kate:                I've only been, um, self publishing for a year. 1000 a month is definitely on the lower end. You know most places they have those levels of success and 1000 seems like a very one of the lower benchmarks that people are aiming for? 

David:              Yeah, and just to give an idea to anyone who is not aware, like of how lucrative that can potentially be. You know, we're often selling our books for 2.99, 3.99, 4.99, now is is a very common price point for Self publishers, and we're making basically $3.5 per sale. So if you're selling a thousand books, that's starting to become like a real income.

Kate:                Mindy and I were just at the same time as you are entering publishing is approximately the same time that Mindy and I were, but on the traditional side. I started writing seriously in 2007 and I queried two books that were not successful. And then my third book, I found an agent in 2011 and I was published in 2013. I'm still hybrid. I'm trying to keep a foot in both worlds. It's interesting, because when you're talking about how self publishing was seen then, I totally know, because with those two first failed books, I was like, should I self publish these? I was looking, you know, there are a lot of smaller online publishers. It was definitely the feeling that that, like you want to be traditional. That is definitely a choice, and I definitely feel like that has changed. I know tons of authors who were traditionally published and now are indie authors, and that is their income. That's a more reliable income, frankly. 

David:              You have more control over which, you know, especially in times like we're probably facing right now of economic turmoil. I think it's great for me personally. I like the idea of being able to control my career if sales dip or something happens that I have more direct influence over that, rather than leaving it in the hands of somebody else.

Mindy:             And also too,  just in traditional publishing. I've been fortunate. I've worked with the same editor for six books now, but turnover is crazy. So it's like you generally start to develop a working relationship, a good working relationship with an editor, and things were going awesome, and then they move houses, and that's just the way it is. They just, that's how it works. There's so much turnover and so much traveling in between publishing houses. I think I've had five or six different publicists in 7 to 8 years.

And as income? Yes. I mean, obviously, that's always a potshot. You have no control over things, and you can see opportunities like, for example, I have a book that is post apocalyptic and it deals with a world with very little water to drink. But the setting is very much like isolation and things like that. And sales really did take off on that book again here in the quarantine.

Luckily enough, they had already settled it to be for a dollar 99 during a certain time period, and it happened to coincide with the quarantine. So that was great and it helped. But it's like I couldn't put dollars toward marketing that, like I could use my social media. I could do things like that. I could, you know, try to get a Book Bub. But I don't have the infrastructure that a really successful indie has. You're just so much more nimble on your feet. You can react immediately to trends and what's going on in the market. I love being traditionally published. I get a lot of perks from that, but I see those pros for self publishing and indie publishing.

David:              Being able to react to events very quickly is, is such a boon. I remember one publisher in a conference talking about, you know, things that can happen in a writer's career that aren't their fault. But they often end up carrying the can for them. Like I think she was talking about some big debut that she was launching. I think it came at the same weekend as one of the recent royal weddings, So all that PR they'd lined up all that stuff that's really important for a traditionally published book. All that stuff got axed so they could do a 12 page special on Will & Kate. Or whichever one of them it was that weekend, and that's out of your control. But when you know when the publisher, maybe then is looking to offer you a contract, a new contract when you're looking for, and your agent is trying to get you a new deal. A few years later, there's no Asterix be beside those disappointing sales number saying Not the authors’ fault. Honestly, I would have been a bad psychological fit for traditional publishing because I would not have been able to handle a situation like that. I would have been burning down the house, burning bridges, probably an all directions. So I think it worked out better for both sides that I ended up self publishing rather than traditional publishing. 

Mindy:             It's interesting too, you mentioned, um, you know the things you can't control. I'm lucky I have a long enough tail that the epidemic is not going to ruin me. But debut authors that had a book come out, you know, in March or in April and probably here rolling into May. They're screwed like their royalty statements are gonna be printed in red ink. And so they started trying to delay releases if it was a big book, if it was something that people, they'd sunk a lot of money into. But that's not gonna happen across the board for everyone. A lot of people's careers are just gonna nose dive right out of the gate because of something that has nothing to do with their ability or talent. It's just bad luck. 

David:              Yeah. Unfortunately, the writer usually ends up footing the bill for whatever random event has happened, and that's just the structural nature of the business. And, you know, when I look at the way the economy might be going globally. I've always heard it said that books are a little bit recession proof in that, you know, people might. I know these aren't normal circumstances we have now. But normally in the recession, and people might tighten their belts by not going out for a meal. We're not going to the theater or to a movie and then just read a book instead. But I think that phrase was probably coined in the period before the $35 hardback and competing with the $9 Netflix subscription.

And I think, you know, sometimes we view the world of books as kind of separate and distinct, whereas really, our customers, our readers are people who could conceivably spend their leisure time and their disposable income on anything. I think you know, if you are traditionally published your leading out with an expensive hard back in the climate that's to come, It's gonna be pretty tough for you and the advantages of being self published, of course, I get to control all such things like price.

So I was just looking ahead at a couple of releases that I have coming up myself. I was trying to decide on a pricing strategy and a marketing strategy for the launch. And I ended up choosing a strategy which would be more aggressive than I would usually do at a launch. A cheaper pricing structure. Purely because I'm looking ahead and seeing that people probably will have a little bit less disposable income. So I want to plan around that, and I have the ability to do that. You know what? I'm probably three or four weeks away from launch that I can change the plan completely, whereas A publisher simply wouldn't be able to do that.

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Kate:                So, speaking of your newsletter, you have a fantastic newsletter. I think I first came to subscribe to your newsletter because I was on Facebook in an Indie author group, and I think it was when the whole MailChimp went out, thing went down and someone posted a link to your newsletter and too, I think you're blog and it was so great. It was so informative and helpful. And so that's I think, when I was like, Oh, I have to sign up and get this newsletter I'm missing out! Preach the gospel of the newsletter and speak about why it's so important and what it's done for you. I know in Indy World a newsletter is like the first thing every person says is like the importance of it. And I feel like in the traditional world, it's kind of seen as like just another tool in the toolbox. I think it's lumped in with, like Twitter and Facebook like—If you like it, do it! I think that's undercutting its importance. 

David:              I absolutely agree. I think it's a huge mistake not to prioritize your newsletter. Like if you compare a traditionally published author to the typical self published author, we're talking about the lack of control. You have less of those levers that you can pull to generate book sales for yourself. There's just simply less you can do because you don't control pricing. It doesn't make a lot of sense to spend money on Facebook ads and that kind of thing, which means you really need to focus more on the things that you do control. 

And, you know, mailing list is something that anybody can set up. And every author really should have one and not just have one, but really be and trying to maximize the benefits from from that strategy. And, you know, we were talking about uncertain times, and we don't know how the industry is going to look in a year. Will Barnes and Noble still exist? How many bookstores will there be? A lot? These questions are circulating, and no one knows the answer. But the best insurance policy. What they're concerned about Barnes and Noble going out of business, where you're concerned about Amazon, you’re concerned about your own publisher merging, losing your editor, whatever it is, doesn't matter. The best insurance policy you have against anything like that happening in the future is to have your own mailing list and have as many readers as possible. As many of your own readers as possible not just random people, but actually people in your target market of who actually read your niche. Not your friends and family, actual core fans of your genre. As many of those people that you can get as possible on your mailing list, the better off you’ll be and the more insurance You will have against any turmoil in the industry. 

I think a lot of people know that and they might have a list. But they might not know what to do with it. Or they Might not realize the benefits that you can get from being a bit more proactive with your strategy, and I guess because, like when I started in self publishing, there's so many things you have to wrap your head around: websites, marketing, publishing covers all that stuff, and I didn't pay a huge amount attention to my mailing list. I made a number of key mistakes, and hopefully other people could learn from my experience. I basically did most things wrong. 

I did the good part of actually having a list and having kind of having a bit of text in the back of every book, saying, You know, if you want to, want to read more, if you want to get an email when the next book is out, sign up here, and that was actually my first mistake. I decided that I didn't want to bother people. That people had, were getting too many emails anyway, and that I’ll only email them when I have a new release. And I think this is the kind of default position for most writers. They don't know what to say anyway and don't want to bother people. And they're trying to be considerate. And they decide to only email people when they have a new release. And this is a huge mistake, and especially if you're a slower writer and I'm a slow writer. I'm not one of these self publishing speed demons. So if you're a slower writer and you know you'll only email people, when you have a new book, the chances are that they will have forgotten who you are. Or you know how much they enjoyed your book when they get your email and what you’ll gradually see over a period of time. As I saw myself over a period of you know, eight years or whatever, however long I was doing this the wrong way and you see gradually falling engagement on those emails you know, less people replying, saying, Oh, well done. I'm excited to read the book. 

Less people opening the mail, less people clicking, less people buying the book. This has a cumulative effect on your own psyche. Of course. Where you starting to think that you know, people are just not enjoying your books, which they used to. Maybe you have lost that kind of X factor in your prose. And I remember I released a book in uh was the last historical novel I released, which is a few years ago, maybe 2016. And it was the best thing at the time was the best thing that I'd written by far. I thought, I felt like my storytelling and taking a big step forward with this book. And I sent out the mail, And I'm telling my partner within half an hour I said, This launch is a bust and she said, Oh, no, it's far too early, don't you? She thought I was just having launch jitters or something. But I knew straight away, just by seeing open rate on the email that this launch was gonna be a bad one and I knew it in half an hour because I could see that people just weren't opening the email. Either it Wasn't getting through in boxes because I didn't have very high engagement. I didn't have a lot of contact with these people in the last two years or whatever, or it was going to spam where they were seeing it and just ignoring it. 

Kate:                They were like, Who the hell is this? What is this junk?

David:              Yeah, because they didn't remember. Probably, I'm sure we like to think everyone on our list is eagerly awaiting our next book. But they might have signed up and, you know, they might have enjoyed your book signed up hoping to here when the next one is, and then just forgotten about you like I can't remember, especially heavy reader readers, you know, a book every three or four days or something like there's no, no possible way they'll remember all the authors they've enjoyed or all the list they signed up to, or whatever. So you've got you've got to maintain some kind of connection there. 

And I remember I read this book called Newsletter Ninja by Tammy Labrecque, which is the best book out there on email. If anyone wants to  get better at e mailers, I strongly recommend reading. Anyway, I read this book and actually was a course I did by her that she then turned into a book and I realized I was doing everything wrong. And I decided, you know, for once, I'm not going to just argue with somebody and question everything I'm being told to do. I'm just gonna zip it and do everything she's telling me to do because she sounds like she knows a lot more about this than I do. I don't get too many of those moments in life, but thankfully I had one at this particular moment.

So I said, Okay, I'm gonna start doing a regular email. I said, I'll do it first for my nonfiction audience and then I'll roll it out to fiction. And so I did that. I started with my nonfiction audience and I started doing a weekly newsletter which before anyone has a panic attack, I don't recommend doing that level of frequency for fiction. You don't need to. Monthly is fine, and but for this particular audience, it suited me and suited them to do a weekly email. It was It's a weekly email on, mostly on marketing. And once I started doing that like it was amazing. The difference, Um first thing I thought was I’m going to lose a lot of my list because I'd essentially broken the promise I'd made during sign up saying, I only bother you with a new release. Everyone's delighted to hear more regularly, most people were. You lose a few, but you know the amount that you gain is just so much greater. 

I started getting a lot more just direct personal emails in response too. I started having two way conversations, which is, which is good for the algorithms that are looking at, You know, whether you're a spammer or not. But it's also good for you psychologically, because you actually feel like you know, there's a point to writing these emails. I noticed the tone in my emails totally changed, whereas before I was almost apologetic. You know, this is a launch email. It should be. It should be. It should be hype. You know, you should be you excited going, you know, because people respond to passion! It should be you saying, Hey, I've got a new book. It's great! You're gonna love it! The characters are amazing. And it said, It's kind of like, Well, you know, if you're not too busy, you could click, maybe... maybe buy this book. And of course, you know that has an effect on on whether that email converts. If you're not excited about the book, the readers are like Why? Why should a reader be excited? 

So yeah, once I started doing this and just being a bit more professional and proactive about the whole email thing, it just took off like, like the sign ups went crazy. And then just you know, the responses to it as well. The opens, the clicks, the purchases. I'm, for me just as a writer, personally, it had a transformative effect akin to when I first started self publishing. I think I've gotten into a bit of a rut in my career for a variety of reasons and this really kind of signaled a kind of a rebirth. And it's only, I've only started rolling because I was focusing on the nonfiction side of my business for about 18 months, and then I started switching back to fiction. So I was rebooting everything. And I started rolling this process out in, I think it was January for my historical fiction, just doing it monthly. 

There's a few bumps in the road as I kind of adjusted to talking to people in a very different way. We're talking about stories from history and things like that. But once I, once I started getting it nailed down, the same thing started happening. Sign up started increasing and the response, when I do talk about my own books, which isn't, I should note that it's not something that I do in every email. Usually I'm talking about other people's books, their, or their stories from history that aren't directly related, to the world's that I'm running in, and then every so often I will mention, Oh, I've got a book or I've got a freebie right now. Got a sale or can you review this book? And then the response is amazing.

Kate:                I think that's so important what you're talking about. You have the list and you're emailing more frequently, but also your content is really, really good. You have information that is very current, and you put personality into your emails. That's something that I actually had a big thing with Mindy about ah, a year ago. And I was like, Mindy, your e mails are just like there's my new book that just came out. There's some other books you might like. See ya. And I was like, Mindy, you have to like... I was like, You're funny, like we've done tons of panels together and Mindy always kills and people love her and they think she's so funny. And then they look for her books and they're like... These books are not funny, but yeah, 

Mindy:             There's always a little bit of a let down when they realize that I'm actually just, like, kind of a monster. 

Kate:                But you give good panel. And I was like, Why don’t you put some of that personality into your email And she was like, I don't want to do that. People don't want that. And I was like, Yes, people want to feel like I'm opening this email and you, you know, it starts to feel like an email from a friend. Oh, what are they up to? And you always put David at the end of yours, like what you're listening to and I always think that's so fun.

Mindy:             Kate actually told me to read Tammy Lebrecque’s book the Newsletter Ninja, which I completely endorse as well. And I did the same thing. I was underlining passages. I was highlighting stuff. Step by step. Did everything that she said to do. And my newsletter like it exploded. I think my open rate had been like five percent, and my click had been like at one. And now my open rate is like 40 and my click is usually around 11%. 

David:              That's great. That's great improvement. Yeah. Do you feel better now about writing an email?

Mindy:             Yeah. Before it was such a chore and I was doing exactly what you said - I would send an email when I had a new book, and it was basically just me asking for their money. You know, once a year, the dis enrollment rate was so high cause like you said, they didn't remember me. They didn't know who I was or they would think that I was spamming them. I would get emails that woud be like I didn't sign up for this because they didn't remember because they signed up 11 months ago so, I mean, that's another reason to keep going out there once a month. I want to circle back then and talk about the fact that your newsletter is such a Touchstone for lots and lots of people in the indie world. How did you make this transition to becoming an authority?

David:              The first thing you have to understand about me is that I'm 99% powered by spite? It's a renewable resource as well. So I never had planned to get into writing nonfiction and writing about publishing and marketing and all that. What I started blogging about all the steps I was doing in self publishing as I was doing them, it was all down to a forum argument I had somewhere way back in 2011. I'm sure you guys remember there was all these wars between traditional publishers and self publishers. What was the best path, and everyone was cheering for their team. I think it was someone was telling me that I was, I was going to fail and the only people that can self publish are people who come from traditional publishing with all that experience and knowledge and backlists and everything else. And I said, Well, I'm gonna give it a go because all these sort of people are doing it. And so you know, why can't I give it a shot?

So I said, you know, I’ll blog every step of the way so you can see if I fail or not. And I was actually posting my sales reports. I stopped doing it after about a year, I think. But I was posting all my sales reports every month. Even the 1st one was, like $15 or something and just saying what I did every month to get those sales and also then blogging and that, you know, had to find a cover designer because back then, that's the other difference from today. Back then, there was, there was no, I don't think there was a single guide to support to get there. Not enough for the digitally focused self publisher. It was, for the older kind of people would be going towards vanity presses or offset printing and all that.

So, yeah, we have to kind of create all these resources ourselves and figure everything out ourselves at the start, like What's the best way to, you know, format an E book and all that kind of thing. So I was sharing all this stuff as we were all figuring it out. And it was just towards the end of that process, one of the people who started reading my blog asked me if I could put all the post together in a pdf so he could print it out and then follow it along as he was doing it himself. So I said, Sure, no problem. As I started assembling it though, I realized that I was, I had accidentally fallen into writing a book and I said, Well, I could write a guide to self publishing even though I've only sold 150 books and I've been doing this for about 10 seconds, I'm sure I'm perfectly qualified on that.

That's how it started. I purely fell into a backwards. To be honest, it was a lot of luck involved. I was in the right place the right time. You know, some people like to hear from an expert with loads of experience on how to do something, and then some people find it more reassuring to almost have a beginner. You know, teaching the class, someone who's one step ahead of them, because sometimes they can speak to them. They can relate to them a bit more. Sometimes when you have a lot of knowledge on a subject, it could be difficult to explain it to a pure beginner. You almost know too much, you know. And I definitely didn't have that a problem in 2011 of knowing too much. I was perfectly positioned to to play that role. It was also the summer that self publishing started hitting the charts for the first time. It just, I was just in the right place at the right time.

Kate:                Basically, I mean to keep a blog going for this long and to grow it into an audience. I mean, like, yes, there's something about being in the right place at the right time, but you've done all the right things and kept it going. You are obviously no longer a beginner. You are now in that position where you maybe have too much knowledge. But you still have a passion for helping others and explaining, you know, various facets of the business and helping people along.

David:              A lot of my income comes from other authors recommending my books to authors who are starting out. You know, I've never lost sight of the fact that my whole career basically has been built on others. People helping me like I got a lot of breaks at the start from other authors, either, you know, giving me advice or featuring me on their blogs Or, or like when I release that first edition of my guide to self publishing, I think I realized my biggest weakness was that, you know, nobody knew who I was. I hadn't sold loads of books. So I decided to kind of counterbalance that by getting a lot of experience, successful self publishers, names that people might recognize to contribute to the book. And the amazing thing was that, I think I made a list of like, 35 authors, and I fully expected never to hear back from like, you know, half or 3/4. Um, I was thinking if I get five or six or seven of these guys to agree, that would be a win, and I think 32 of them agreed to countribute to the book. How am I gonna fit all these in now? I have to go to restructure the book a little because I wasn’t expecting to get that many people say yes.

This might have changed a little. Now things got a bit more bit bigger and a bit more kind of competitive between self publishers for various reasons. But certainly at the start there was a very strong feeling of community, possibly reinforced by that kind of us versus them dynamic with traditional publishing. But definitely there would be in self publishing itself, that dynamic was 100% positive, and it was all about lifting each other up. And, you know, we had a big enemy, so to speak, that we could all focus on the binds us kind of together on. We all help each other. There was never a sense of, a little bit now, of like pulling the ladder up afterwards, there was always a sense of reaching back and helping the next people come up. Some of that is down to the structural differences with traditional publishing and self publishing. 

It's not because we're nicer people or anything, but I think in traditional publishing, sometimes you're competing with your peers for limited slots like an agent might only take on a couple of authors a year. There's only so many books, a bookstore competing in the window. There's only so many books that's going to get the royal treatment from from a publisher. So you are, in a sense, kind of competing. You're competing for grants. Maybe you're competing for teaching slots. There's a lot of that, and there's very little of that – or at least there was, it has changed a little bit. And there was very little of that in self publishing . We realized early on that Let's say I find somebody else who also writes historical fiction set in Latin America. I don't think “competitor” straight away. I think that's that's a partner in crime, that’s somebody we can pool our audiences we can do newsletter swaps. Maybe we could do a box set, and maybe I can target him with my Amazon ads. You know, we don't... we just see possibilities when we see someone else writing in our space.

Kate:                I definitely find that in the indie world, people are very willing to share information, very open with numbers, which is shocking because in the traditional world it is like you don't talk numbers unless you're like on event and you’re in the bar. It's not something you would ever post like in a public forum and say, Oh, you know, my advance was this. And it's constantly done everywhere. People are so open and it's not bragging. It's meant to be like, you know, this is what I did. You can do it. You know? 

David:              It’s interesting about, to kind of ask the question of Who does that? Who is that helping? Who does it hurt? You know, I think we've all worked in offices where there was definitely an atmosphere of nobody discusses what they're earning and then ones where it was more open. And it certainly serves the paymaster’s interest to keep every in the dark about whatever anyone’s earning, whereas transparency, you know, that empowers authors, so maybe that's not. That's why it's not encourage so much.

Kate:                Publishing is a very small world, the traditional publishing world, I think all publishing, you know. Eventually everyone bumps into everybody else. Think there's this fear that it will get back to, your publisher or whoever and you'll be seen as, you know, the troublemaker.

Mindy:             I remember one of the things that my very first editor said to me, like on our call in our first phone call, our meet and greet, She was like, You don't talk about money, Don't tell other people how much you got paid and, you know, don't talk about money. And I was just like, Okay, you know, that's the... whatever you say. And now, um, I do now just because I do think that it's helpful for a lot of people. On the other thing is in the YA world in the traditional publishing world, my name is pretty well known. You have the opposite experience where people think I'm a bigger deal than I actually am. People recognize my name within the industry. In every day homes, I'm not a common name. So people think in the industry that I have greater sales or that I'm a bigger deal than I actually am. And so it's kind of funny when I do share numbers and they're just like, Oh. They are sometimes surprised I'm like, No, I am not as great as it may seem. 

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David:              I think it's probably getting more similar now in self publishing. I think in traditional publishing, the power curve is often so extreme that there's, you know, there's there's a thin slice atop that are earning like eye boggling numbers. And then, you know, that falls away quite quickly. And I think, especially with the changes over the last 10 years, with the midlist getting hollowed out quite a bit, that's probably accelerated. Self publishing is probably trending that way to a certain extent as well, which is probably inevitable. 

Mindy:             So if you were going to give an indie publisher a self publishing author, that was just starting out, if you're gonna give them one piece of advice, what would you, what would you tell them to do?

David:              Think very deeply about your ideal reader. And I think most people will be familiar with the concept from Stephen King's On Writing, where he talks about his wife Tabatha as his ideal reader and the person that they're writing for, and I think that's a very useful concept for the creative side. But I think it's also very useful for the publishing and marketing side of the business. 

One of the biggest mistakes that new authors make when they're starting out is that they want to tell everybody about their book. It's perfectly natural inclination, and usually we have friends or family or colleagues who want to support us by buying our book, and they don't realize how that can actually hurt them. That what you really want to do is solely focus your attention and your marketing on core readers in your genre. Like so much of discovery and visibility and sales, is now powered by algorithms. If you look at how Amazon works, it's always trying to figure out what kind of book you have and who it should recommend it to like.

The whole Amazon system is built around trying to recommend everyone the products that they're most likely to purchase, not the ones that make Amazon the most profit, or the ones that Amazon has the best relationship with. Like Amazon will happily recommend a 99 cent book over a 19.99 book, even though it makes them way less money. They'll happily do that to build up that kind of user trust, the relationship that people actually like the recommendations they get from Amazon.

But if you start off getting Bob from accounting and your uncle and all these other people who don't read, let's say you're publishing like a sweet romance and they don't read that kind of book. And but those kind of people are buying your book at the start. You're going to give Amazon a very, very muddled idea of who your true readers are and they will start recommending your book to all the wrong people. So people can make a mistake like this, right at the start of their career, not realizing you know what they have done. That kind of self sabotage just by, you know, giving into the natural inclination to share from the rooftops that you've got a new book.

Now I don't think, you know you should hide the fact necessarily, that they've written a book, but at the very start, those 1st 50 sales, it's crucial that they go to core readers in your genre on Amazon, because those 1st 50 sales are you know, what Amazon needs before it starts putting those also boughts on your book. I'm sure you've seen them on a book’s page. There's something like “customers who bought this also bought that,” we call those also boughts. Those 1st 50 sales are when Amazon's getting the first read of what kind of book you have. No, it won't see the couple clenching on the cover or the font choice that you’ve used. It's gonna be looking at the metadata, but it's also gonna be looking at Who's buying the book because that Amazon should be an indication of what kind of person we should be recommended to. So if all the wrong people are buying it. Then it's gonna start recommending your book to all the wrong people. And this is something, a mistake I've actually made personally myself. When I tried to try to market some of my historical fiction to my writer audience, I did that right at the launch, and it was like all the wrong idea of who The audience for that historical novel Was and started recommending it to people who wanted how to books on writing and market talk. That launch was a disaster.

So try and focus your marketing attention on your ideal reader exclusively, especially at the very start. And then, you know, you can tell your friends and family and colleagues maybe after a month or something that you have a book out. But at the start, don't try and lean on that. Just try and focus on core readers in your genre. 

Kate:                I’ve noticed, um, in the last, I don't know, maybe 2 to 3 weeks, maybe months, that when I look at my books on Amazon, my indie books the first row of books that are not advertised books instead of showing me, you know, readers who also bought it, saying, Here are some books that you may also like and it's based on my browsing. I know I looked at those books. Don't show them to me again. I want to see my also boughts. So what are they doing? 

David:              Amazon plays with that bit of real estate because it's an incredibly valuable real estate and it plays with it all the time. It's always doing experiments. Sometimes it slides in another row of ads there, and you get this horrific double row of ads on your book page. It's tried various different things in that slot and has done for as long as I can remember. There's just more public awareness at least among authors and when Amazon makes those changes these days, because people are starting to understand how important also boughts are and the whole kind of Amazon system.

Firstly, don't panic because it probably won't stick. It never does. Whatever change they make there. And the second reason not to panic is this is only a visual representation of the underlying system. And even if those also boughts disappear from your page forever, it doesn't change their impact on the whole recommendation engine, as I like to call it. It’d be equivalent to a sign post pointing towards a town disappearing. Now, it might be harder, might be a little harder for people to find the town, But the town itself hasn't disappeared so that there's no real reason to panic. You know, people will get there eventually.

I wouldn't panic too much about changes on your on your product page itself. The underlying system is what is important, and that system is still working away in the background. Whether those also boughts are on your page or no, that's just a visual representation to you. It doesn't actually affect the recommendations that are going out to customers. It doesn't affect the millions of emails that Amazon sending it with targeted recommendations to readers every day. It doesn't change the millions of recommendations they make on the website that are personalized for each individual reader every day. So that system isn't going away. There's no reason to worry about that.

Kate:                That's great advice, because I yeah, I would just think like, Oh, that's gone, So that's not a tool in your box anymore. But it is. I feel like anytime Amazon does anything, there's always a lot of, like chatter and discussion about it on all the different indie groups. And, like you said, indie authors are definitely more sensitive and more aware of all of those changes in a way, like we were talking about how traditional author our overlords are, You know, the Big Five and our publishers and stuff. And there's that power differential, but a little bit that exists with Amazon, because Amazon is just huge and so many people, all their income is in Amazon. All my indie books are in Kindle Unlimited, because that's where we make most of our money. I definitely do sometimes feel at the mercy of Amazon.

David:              Yeah, well, they have so much of the e book market in particular, not just in the US but like I think, US they are estimated to have, what, 70 75%? I don't think anyone has a very clear read on that. In the UK, it's even greater. It's 90% or more. So, like it is very important, Like if anything happens on Amazon has, you know, really noticeable effect on the livelihoods, of lots and lots of authors, self publishers in particular. I think everybody wants a healthy book sector with lots and lots of competitors.

But the other side of that is that Amazon has always given us a more level playing field. So that's why, in that sense, we've always had a kind of more positive disposition towards Amazon. There was always a feeling, now some of the other retailers might dispute this, and fair enough. But the feeling among self publishers and this is something I would agree with, is that Amazon has always made it easier for us to bootstrap our way to success. Like it always felt like a lot of the prime spots on the other retailers were being kept for Random House or Penguin or HarperCollins, whereas front tables on Amazon it feels like everyone has a shot of getting there and that, you know, nobody is particularly favored. Good luck picking the bones out of that. We have a lot of kind of conflicted in opinions about the whole thing. 

Kate:                I think that's one of the reasons I do like keeping, having that hybrid thing. It just makes me feel a little more able to pivot. So I don't feel like I'm totally beholden to publishers. I don't feel like I'm totally beholden to Amazon. I definitely still feel like I could be screwed at any minute because I do make my living making words.

David:              Well one thing that it gives me more confidence today about, you know, some massive structural shock coming, and it might just be virus related or economy related. There’s a lot of noise about breaking Amazon up, and but I feel a lot personally a lot more confident about weathering a storm like that now because I have a much larger mailing list. So I feel like OK, if Amazon went down tomorrow or stopped being an effective place for me to sell books that would hurt. But, I feel like I could put something together quicker or recover faster because I have a greater control of my platform. I have so many more of my readers on my mailing list or liking my Facebook page or whatever. And they like the unique advantage of email, as opposed to having lots of Twitter followers or Facebook likes or whatever else is that you 100% control that platform. Like with Facebook. You know, people are complaining that there's less organic reach. Twitter is a crapshoot over, You know, whether anyone ever sees your tweet or not, It seems you don't even really have the option there of dropping some cash in making sure that everybody see it. 

It doesn't really work so well with email. If something happens, I could just take my list on and walk like I did with MailChimp. When they jacked up their prices and changed their terms. I was just able to pull my list cause I own it and walk and you can't do that with Facebook. I can't... if Facebook suddenly, you know, doubles the price of their advertising or whatever, do something that messes with my business. I can't just take all my likes and leave. I can't download them, you know, and bring them over to a new social network. They don't allow you to do that cause I don't control that list. I don't control that territory whereas I do with my mailing lists, and that's very empowering. 

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Kate:                I wanted to ask one other thing. I can't remember if it was an email or a blog post of yours that I came across a while ago, but I thought it was really interesting because you talked about going viral. And pros and cons of that. What you could do with that, which seemed like your take away, was not much. But our last guest that we had, we talked about going viral in a bad way. When you get at the bottom of one of those Twitter pile ons. I've never gone viral. I've never been a person who everyone on Twitter decides to scream at. I actually don't really want either of those cause it terrifies me a little bit. What are your thoughts on going viral or on the Twitter pile ons? 

David:              What I was trying to address in that post is that going viral is something that people seem to want to engineer. And there's obviously negative effects to going viral, as your last guest would have, would have cover conclusively. But my take on it was a little bit different in that I think the danger in trying to engineer something like that and is that you'll start doing all the wrong things, right. 

So, for example, I had to build up a brand new Facebook page in January for my, because I republished all my historical fiction under a slightly tweaked version of my name. Just to separate everything out, I decided to start a fresh Facebook page just for historical fiction readers that wouldn't have my author audience mixed in and just so I could put a tailored content just for that channel specifically.

Now, if you want to build up a Facebook page quickly or get more likes or comments or shares, the easiest way to do that is to post pictures of cats or dogs are share memes. It's easy to fall into that trap because, you know, we're trying to talk about our books, we’re trying to talk about, you know, that the subject matter around the books, the research, or books we like, and those posts might get a few likes a few comments if you share and then you put up a puppy and things go wild, right? There's a picture of your daughter or or something like that, which is of general interest. And it's really easy for lots of people to like that photo, And that is really easy for you to start thinking. Well, I should do more content like that. But then one kind of audience area building up your, building up an audience of people who like puppies and cute photos of Children or whatever else. You're not building up an audience of people who are rabid fans of the kind of books that you write.

And that's what you gotta focus on, Not not this number chasing not, you know as much going viral as much as possible. You just want a, you want a narrow beam of content. And if it's turning off most people, that's great, because that means you're actually really zeroing in on the little, little niche that you want to target. And these days, the market is so big that you really need to drill down to the people who will respond most to your work and just exclusively target them. And in on your social channels, and in your emails, exclusively putting out the kind of content of these kind of people like, you know, not kind of content that everyone likes. The kind of people just these people like. And if most people don't enjoy us, that's fine. That's actually good for you because you don't want passengers on your email list, cause you'll end up paying from, and it'll affect your open rates.

And when you have lots of people not opening your emails, it even starts to affect the deliver ability of your email. So even the people who do want to get your emails might start not receiving them. And it’s the same on Facebook. Like a lot of people talk about how organic reach has been reduced dramatically. I think it's been reduced, but I don't think it's that dramatic like, because I now have such narrow beam of content on both my Facebook pages. And I don't make a cross the streams at all. I sometimes have engaged rates off 25% or 30%. Still, when people say that's been impossible for five years, maybe it is if you build up likes by posting memes all the time. But if you keep your content to that narrow beam of content, then you're gonna build up an audience that’s really, really responsive to that kind of content you're putting a.., Maybe it's harder work. Maybe it's a slower build, but it's ultimately I think, the best way to handle it.

Kate:                I've seen tweets that go viral and usually below it, the person will say something like, Oh, this tweet really blew up, buy my book! Once your tweet goes viral, you're supposed to like follow it up with a sales pitch. But I wonder how many people even click on that sales pitch link because I never do. I'm always like Oh, good for you. I'm like, funny tweet, moving on. 

David:              I've never had something like, you know, bo properly viral in in that sense, but I've had, like, kind of many, many viral sensations, if you like. I remember there was something during that terribly tiresome Amazon Hachette dispute a few years ago, and I wrote an article on and I think Stephen Fry retweeted it. And I got like, 40,000 people in the space of an hour coming to my website, which thankfully, didn't crash. But that’s kind of drive by traffic and I think it's the same with all viral traffic. It doesn't stick around. They don't subscribe to your blog. They don't check out your books, they don't buy. So chasing that traffic is really, really pointless, and it's actually self harming if it means that you're putting out content which isn't actually going to help you build a targeted audience of buyers of your work. 

Kate:                Don’t cast a wide net. Cast a small, finely-knit net. 

David:              Like Barbie trying to catch a butterfly or something.

Mindy:             Thank  you so much. I really appreciate all of your time.

David:              Thanks for inviting me!

Mindy: Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.