Detailed Summary of "Crafting Stories, Finding Readers And Selling Direct With Ines Johnson"

Podcast Information:

• Title: The Creative Penn Podcast For Writers
• Host: Joanna Penn
• Description: Writing Craft and Creative Business
• Episode: Crafting Stories, Finding Readers And Selling Direct With Ines Johnson
• Release Date: July 7, 2025

Introduction

In episode 818 of The Creative Penn Podcast, dated July 7, 2025, host Joanna Penn engages listeners with a wealth of insights on writing craft, creative business strategies, and effective marketing techniques. The episode features an in-depth interview with Inez Johnson, a prolific romance author known for her versatility across multiple genres and her adept use of pen names.

Author Career Phases: Insights from Becca Syme

Joanna begins by discussing Becca Syme’s article and video on the five phases of an author’s career, which serve as a roadmap for writers navigating the publishing landscape.

1. Phase One: Research and Development

   • Learning to Write: New authors experiment with different styles and genres.
   • Testing the Waters: Building a reader base and understanding what resonates.
   • Financial Aspect: Often financially challenging, similar to pre-launch phases in business.
   • Quote: “You don’t know what you’re writing. You’re just like, oh, I’m writing a book.” (05:30)

2. Phase Two: Initial Growth

   • Monetary Inflow: Starting to earn money as readership grows.
   • Balancing Act: Managing increasing marketing demands while focusing on writing.
   • Community Building: Strengthening author networks for support.
   • Quote: “Focus on building your community, your author network, so you have support as you continue to write and grow.” (07:15)

3. Phase Three: Infrastructure Building

   • Scaling Up: Outsourcing tasks and investing in tools to streamline operations.
   • Challenges: Potential dip in profits due to increased expenses and reader impatience.
   • Delegation: Learning to say no and manage growing responsibilities.
   • Quote: “You probably have to start saying no more after saying yes for so long.” (09:45)

4. Phase Four: Growth of Investment

   • Rapid Expansion: Business grows quickly, bringing new challenges.
   • Self-Care: Importance of prioritizing personal well-being amidst growth.
   • Quote: “You need to prioritize self-care.” (11:30)

5. Phase Five: Mature Business

   • Stabilization: Revenue and profit stabilize, marking a mature phase.
   • Reinvention or Contentment: Authors may choose to reinvent themselves or find satisfaction in established success.
   • Quote: “Flatlining is a positive sign in a mature business.” (13:00)

Joanna reflects on her own journey, sharing that she has maintained a mature and stable business for about a decade, appreciating the value of not constantly chasing growth.

Lessons from Ryan Holiday

Joanna references Ryan Holiday’s blog post, highlighting key marketing lessons:

• Authenticity Over Pleasing Everyone:

  • Quote: “Stay true to your work and who you are.” (16:45)

• Focus on the Next Project:

  • Quote: “I was too focused on the next thing to get caught up in good or bad news.” (18:10)

• Importance of Exercise:

  • Quote: “Movement is the one thing I do not skip every day.” (19:25)

• Active Marketing is Crucial:

  • Quote: “Nothing is so good that it just finds its audience.” (20:00)

Joanna echoes Ryan’s sentiment on the necessity of active marketing and maintaining consistency in efforts to reach and expand one’s audience.

AI and Copyright Rulings

Joanna touches upon recent US court cases regarding AI training on copyrighted data, referring listeners to Orna Ross’s episode on Self Publishing with Ally. Key points include:

• Fair Use Considerations: Implications of AI training on copyrighted materials.
• Author Advocacy: Emphasis on consent, compensation, and clarity in AI usage.

Personal Book Research Trip

Joanna shares her recent research trip to Lichfield Cathedral, highlighting:

• Historical Significance: First consecrated in 700 AD, rebuilt in Gothic style around 1340.
• Unique Relics: Discovery of an actual relic of Saint Chad, unusual for an Anglican church.
• Ancient Fenland Black Oak Table: A 13-meter-long table from an oak tree predating Stonehenge.
• Inspiration for Writing: The experience inspired her latest short story set in an Icelandic Black Church.

Quote: “I had this real sense of deep time being with this table and you can touch it and everything.” (21:15)

Interview with Ines Johnson

The core of the episode is an engaging interview with Inez Johnson, a romance author with over 100 books across various subgenres. Below are the key topics discussed:

Background and Entry into Writing

Inez shares her unique path into storytelling, influenced by her upbringing in a funk band and her father's lessons on music composition as a narrative art form.

Quote: “I just knew I’m supposed to be in storytelling.” (22:57)

Self-Publishing Journey and Pen Names

• Initial Foray: Began self-publishing in December 2014 with serialized books on Kindle Unlimited (KU).
• Genre Exploration: Experimented with multiple genres including dystopian, sci-fi, and paranormal, leading to audience fragmentation.
• Adoption of Pen Names: To retain readership while exploring different genres, Inez adopted multiple pen names, allowing her to maintain distinct author identities without limiting creative freedom.

Quote: “Pick a lane and stay in it at KU, but it was more about the subgenres and I was just crisscrossing too many lanes on the highway to keep my readers.” (28:45)

Selling Direct vs. Publishing Wide

Inez discusses her strategy of balancing direct sales with wide publishing:

• Direct Sales Advantages:

  • Higher margins, especially with print books.
  • Ability to offer unique bundles and experiences not possible on platforms like Amazon.
  • Examples include selling special editions, merchandise, and exclusive webinars.

• Publishing Wide Strategies:

  • Utilizing platforms where specific genres thrive (e.g., paranormal romance on Amazon).
  • Understanding reader habits and platform strengths.

Quote: “Direct is an experience. It’s a lot. It’s bundles. That’s something that’s hard to do on Amazon.” (37:03)

Kickstarter Campaigns: Planning and Execution

• Pre-Launch Importance: Building trust with potential backers through sneak peeks and establishing credibility before the campaign.

  Quote: “The pre-launch page is to give you sneak peeks. It’s to build trust.” (46:29)

• Overcoming Fear: Inez shares her initial fears of running a Kickstarter and how mindset work helped her succeed in subsequent campaigns.

• Content Transformation: Converting her two-year mentorship content into the Page Turner Planning planner, which became the focus of her successful Kickstarter.

Quote: “I turned that two-year long experiment of weekly helping people to write their book to make sure their business was sturdy and on a good foundation into a planner.” (42:56)

Marketing Strategies: ADA Model and Consistency

Inez elaborates on her marketing approach, influenced by her background in television and screenwriting:

• ADA Formula:

  • Attention: Capturing the audience’s attention through compelling statements, visuals, and psychology.
  • Interest: Engaging storytelling within marketing content.
  • Desire: Tapping into emotional desires to connect with readers.
  • Action: Clear calls to action to encourage purchases or engagements.

  Quote: “Marketing boils down to Attention, Interest, Desire, and Action.” (53:00)

• Consistency: Emphasizes the importance of regular interaction and consistent promotion across various platforms to build and maintain an audience.

  Quote: “The consistency just because we've seen again that things in this industry change.” (54:43)

Advice to Romance Writers

Inez offers encouragement to aspiring romance authors facing stigma:

• Embrace the Genre: If you’re passionate about writing romance, pursue it despite societal judgments.

  Quote: “If you are not in that community, get yourself there. But if you're still scared, don't do it.” (60:17)

• Community Engagement: Join Romancelandia by participating in romance bookstores, library sections, and conferences. Building connections within the romance community can provide support and camaraderie.

  Quote: “If you speak romance into the world and you say you want a romance book sister, she will find you.” (63:25)

Closing Remarks

Joanna wraps up the episode by reiterating the value of the discussion with Inez Johnson, highlighting her energy and expertise. She encourages listeners to explore Romancelandia and support Inez’s Kickstarter campaign for the Page Turner Planning planner.

Quote: “It's an intense interesting listen because I am not in Romancelandia, I've been looking at it from the outside and over the years I've sometimes been quite wistful about that.” (64:37)

Listeners are invited to leave feedback, connect on social media, and stay tuned for the next episode featuring Jo Walters on garnering more book reviews.

This episode offers a comprehensive exploration of the multifaceted aspects of writing and publishing, blending personal anecdotes with professional strategies. Joanna Penn and Ines Johnson provide valuable insights for both emerging and established authors aiming to refine their craft, expand their readership, and optimize their business practices.