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Welcome to the Creative Pen Podcast. I'm Joanna Penn, thriller author and creative entrepreneur, bringing you interviews, inspiration and information on writing, craft and creative business. You can find the episode show notes, your free author blueprint and lots more@thecreativepenn.com and that's Pen with a double N. And here's the show hello creatives, I'm Johanna Penn and this is episode number 833 of the podcast and it's Friday the 17th of October 2025. As I record this in today's show, I'm talking to author and theatre director Laura Baggeley about writing climate change and other big topic books without being preachy her experience of a publisher that went under just before launch. And Laura also gives tips from her theatre experience on writing better dialogue as well as how to do book readings which are a kind of performance and author events. So that's coming up in the interview section in Writing and Publishing and Book Marketing. Well, we know things are tough in the market right now, but it's not just indie authors who are struggling. The bookseller here in the UK reports that indie presses are an existential crisis and call for trade support now. To be clear, the word indie here Indie presses are small independ traditional publishers, so the article Sundays. More than 20 independent publishing houses have written an open letter calling for the trade to work together to ensure the longevity of the UK's independent presses as they face an existential crisis. If we don't enact change now, there is a real possibility that many indie presses will be unable to continue operating in the next five years, indefinitely altering the breadth and diversity of the UK's literary landscape. The letter outlines the challenges faced by indie publishers, inflation war and to national arts funding. It cites production, paper supply and energy costs affected by the war in Ukraine, fulfilment issues in Europe and the US due to a combination of custom fees and most recently Trump's trade tariffs, a challenging retail landscape, lack of review coverage as media has changed and a reduction in the number of distributors available for small stock and low turnover and arts funding cuts. Amid other issues, this accumulation of pressure has created unsustainable workloads and increasingly uncertain prospects, significantly impacting our well being and capacity to manage these workloads, the letter reads. Independent publishers face limited cash flow and inconsistent labour, yet the industry holds us to the same standards as the Big five publishers, so this obviously brings up a whole load of things. Firstly, of course many indie authors face similar issues and it is interesting because the only nod to difficult book Marketing is, they say, the lack of review coverage, but obviously there are many other ways to market books. But I do think under sustainable workloads and a challenge around tariffs and paper and energy production and all of these different things will be the same regardless of whatever country you're in. So I think it's worth reflecting on the business of publishing for individual authors as well as small publishers. The other thing to say is readers don't even think about who publishes a book. So if they buy from an online store or even a physical bookstore, they're not thinking, oh, this is a small publisher. Most people don't even know. So. So maybe some people do, but not very many. And the same for us. We're held to the same standards as traditional publishing as well. The quality of our books need to be just as high. I've thought about this recently because I've had several books returned from my Kickstarter from the us, not from readers, but it didn't even make it to the readers, but from the carrier in the usa. And I'm not sure whether this is a tariff issue or addresses, but it's never happened before. I've done it also Kickstarters now and I've not had books returned in this way. And of course that means I have to resend more books, eating into the profits and I'm going to have to send with a different carrier in the hope that this will work. And this is not Book Vault, by the way. These are me sending them personally for other signed editions. So we all have to think about these things as an individual author as well as a small press. I would also say if you publish with a small press in the UK or anywhere, this kind of letter would freak me out. If I was publishing with any of the signees, I'd be getting on the phone with them or my agent or whatever and saying, I'm just checking. If they say they're going to struggle to survive for the next five years, what will happen to my book? You should already know this because it should be in your contract. But this is also timely given the discussion with Laura today because she talks about how the press she published with went under and she got the rights back and everything. But I've heard from lots of authors over the years where this happens and difficult times. So check your contract details. I'm not saying don't sign with a small press, I'm saying if you are with a small press or do sign, check your contract and make sure you plan for success, but also plan for failure. What happens if that press goes under? Do you get the rights back immediately? How does that transfer over to you? That kind of thing? So, yeah, I think this letter is really interesting and good in one way to talk about, but also I'm not sure if it makes the authors that publish with them feel particularly confident about getting paid. So more focused on indie authors on the Wish I'd Known Then podcast with Jamie Albright and Sarah Rosette. They talk this week to Russell Nolte and Lee Savino about what to do when things are hard. This is definitely a theme at the moment because being an author is hard. And of course you've got to choose the hard that you have in your life and in your job. And hard things are rewarding, so that's one of the reasons we do them. But running a business is harder, regardless of whether that's an author business. But there are a lot of easier ways to make money, and there's a lot of talk at the moment about how things that used to work aren't working so well, how we have to reassess our definition of success and revisit why we do this. Anyway, at heart, none of us start writing to make money. We write because we have to. We feel this urge. It is partly a calling. It's a creative default that many of us have. We're like, I I desperately want to write. That is why we do this. And I think that's what it's got to come back to in the end. We write because we can't not write. And it helps us figure out the world and it gets all these things out of our heads. And yes, of course thinking about the money side is important. I like to make a living too, and there are so many options now that can be difficulty to make choices. So in fact, quoting from Lee Savinoth from the podcast episode, there's so much opportunity here, there's so much noise, and the only way to get through it is to figure out what you want, figure out what you love, and you don't have to do the same thing as other people. As you know, I don't really do ku. I've never done rapid release. I don't write to market. I don't do TikTok, but I do things that other people don't do. For example, I have this podcast and my books and travel podcast. I have my Patreon. Thank you wonderful patrons. And I'm still selling books, of course, as part of my ecosystem, but I focus far more on kick, Kickstarter and shopify these days and I have my books on all the stores and libraries and all of that, but I focus very much on selling direct. But things like hand selling at live events, you know, I had Johnny truant on and people talking about that and I love the idea and I will probably do something again here in Bath at the library like I did last year this year. But for my introvert quiet self who's struggles with crowds and noise, I just. It's just not something that I will ever do regularly. But yes, back to the podcast. Wish I'd known then. There are lots of ideas. Russell Nolte is just an idea machine and he gives lots of ideas for selling different forms of bundles and they talk about special events as well as collaboration and co writing. The interview split into two. So actually by the time this goes out both episodes might be up. It is a really honest podcast and of course Jamie and Sarah are always open about things. Jamie actually says I've made a lot of money and I've not made a lot of money. If you saw my KDP dashboard you would be shocked. But. But I quit looking at it because that's depressing and it's got to be about more than money. And yes, of course the author career and all businesses, they're not just up and to the right. It doesn't happen like that ad infinitum. There are ups and downs depending on so many things. Which is why as know I preach multiple streams of income and maybe one of those is a day job. And in fact I was thinking about this with the Six Figure Author podcast which if you've been around a while you might remember and the backlist is still up. I think it's well worth listening to the Six Figure Author Podcast. Lots of tips. Still evergreen, but at one point Lindsay, Jo and Andrea were all Six figure authors. And then by the end Lindsay is still going and very successful. Jo and Andrea still write, but they both talked about their challenges towards the end of the Six Figure Author Podcast. So things change and I love that we have this community where we can be honest about the ups and downs. I mean in traditional publishing I think people are sort of there and they're on bestseller lists and then they just disappear. But I feel like as indie authors we probably talk about this a lot more. Anyway, go and listen to the two part interview with Russell and Lee at Wish I'd Known Then for Writers and there was a funny story in the Guardian this week about book marketing which I thought I would read a bit of. So it is in relation to Jennifer L. Armentrout's latest novel called the Primal of Blood and Bone. And there is a special edition of the Romantasy book released with garlic infused ink. Yes, garlic. Hellman's Mayonnaise has teamed up with Armentrout and her publishers to release a special edition printed with ink mixed with their garlic aioli as the book has vampires in the author of the article, David Barnett, whose folk horror books I very much like, as in he's an author I read, he says, and it's a sort of opinion article. So he says, I heave a world weary sigh and reveal myself to be yet another grumpy, middle aged, largely unknown author, waving his fist at the clouds in the style of Grandpa Simpson and raging against the dying of the light. Or at least against the shift away from the seemingly outmod loaded idea of publishers just trying to sell books because, you know, they're books and they're good. Do I sound bitter? Of course I'm bitter. I'm not bitter at Almond Trout. May her book fly. Garlic aioli infused edition or otherwise. I'm bitter. As a publishing industry model, that seems weirdly averse to selling the majority of books it puts out. Of course marketing budgets are limited at even the biggest publisher. There's only so much money sloshing around. But there seems to be an odd system at work where books that don't actually need much promotion get all the money thrown at them. And I think we all know who they are. And whichever country you're in, there's always someone who's famous in some way who gets even more marketing budget. And he ends with an idea related to the garlic. He says my next horror novel is set in the coal fields of Lancashire. Most printing inks are carbon based, aren't they? So my book could be said to be printed with real coal. Now this article made me laugh. Everyone struggles with book marketing, so if you are challenged, you are not alone. And I don't know personally with this garlic aioli, this is not a book I would want to have. I actually don't particularly like the smell of garlic. No, I'm not a vampire, but I thought this was really a good article. So that's in the Guardian. I'll link to that in the show notes. So on AI things in the last couple of episodes I've talked about the rise of agentic commerce and shopping through ChatGPT. Now they launched in the US with Etsy and Shopify is coming soon. And this week a much bigger deal in that a partnership with Walmart has been announced. Now, of course, this is a very big store in the USA and I would expect Amazon to take notice of this press release. So the Walmart press release says it will allow customers and members to complete purchases from Walmart directly within ChatGPT through AI First Shopping, the retail experience shifts from reactive to proactive as it learns, plans and predicts, helping customers anticipate their needs before they do. This partnership builds on the multiple ways Walmart and Sam's Club are already using AI like enhancing product catalogs, improving customer care, resolution times and promoting AI literacy amongst associates. Direct quote from the press release says for many years now, e commerce shopping experiences have consisted of a search bar and a long list of item responses. That is about to change. Take note of this because that is also what Amazon has been, right? A search bar and a long list of responses. And this is from the president and CEO of Walmart. What he says there is a native AI experience coming that is multimedia, personalized and contextual. We are running towards that more enjoyable and convenient future. So yeah, he says this is agentic commerce in action where AI shifts from reactive to proactive, from static to dynamic. It learns, plans and predicts, helping customers anticipate their needs before they do. The future of retail isn't about replacing human connection with machines. It's about using AI to remove friction and make everyday moments easier, smarter and more delightful. So, yes, I guess I think this is so important. You know, I do. I've been harping on about it for a while now, but we have been expecting a shift. I mean, we haven't had a big upheaval really since the TikTok shift a few years back and before that, of course, social media. But we're coming up on like 20 years of, of general social media like Facebook and stuff like that. Amazon, of course, 25 years. Jeff Bezos always said Amazon would be disrupted and they should be disrupting themselves realistically. And then of course, we've had mobile disruption, we had the Internet. I mean, you can keep going back. Retail shifts like everything else. And this is the next shift in retail. You need to pay attention. This is not the future anymore. This is right now. And I, I use this all the time. I don't directly check out in ChatGPT because you can't here in the UK at the moment. But I believe it is coming and there will be winners and there will be losers, just like there are with every shift now. Personally, I missed the TikTok shift because I Don't do short form video. It is not something that I wanted to get into but I have always been into content marketing and I live in the long tail. I mean every one of these podcast episodes now with how everything can listen and do all the transcripts and things, this all goes into the long tail, the sort of the long, long, long, long, long tail I guess we should say. But help people find things. Now just an example of this even today. So my mum has moved here to Bath. You've heard me talk about that before. She wants a personal trainer and I went to ChatGPT and I told it about her. Obviously not her exact address, but I gave it the area she lives in her and asked for recommendations and the very first person that it recommended was perfect. And this is what we have heard so far about AI assisted search is that the traffic might go down dramatically but the conversion goes up because once these systems know more and more and more it just becomes so much more personalized. So the top of the list now will be more what they actually want as opposed to something that perhaps they might want want. So yeah, I have also heard about and I sit on X every day looking at the discussions on all this AI stuff and AI commerce and there's a lot of discussion around a potential login with ChatGPT. So many of us currently, you know, you go onto a site and it will say do you want to log in with Facebook or do you want to log in with Google? And now ChatGPT has upgraded memory for certainly those of us who log in to use it it and that means the system can learn more and more about you and be specific about recommendations. And so one of the things that I really enjoy right now is I get the Daily Pulse. This is one of my favourite features. It is in the paid tier, but every day I get a personalized newsletter with sections based on what I'm interested in. This is now the first thing I read every day. It gives me AI news updates, it gives me authors and publishing things, women's health stuff, death related topics because I talk to it about my degree and it sends me news items and ideas. And also I get fiction things and book recommendations as well as local events and stuff I might want to attend. And then every day I can give it more feedback and say I'll give me this tomorrow or whatever. It is a personalized newsletter generated only for me Now I have absolutely bought books from this Daily Pulse and also from other chatgpt ways of searching and I fully expect to just click directly through in at some point in the future. So yes, interesting times indeed. And they are going to come faster than you think. This move by Walmart is really significant and I think it will mean that Amazon will definitely be paying attention to this. So in personal news, I had a professional photo shoot a few weeks back and now I have the photos and I put a few on Instagram and Facebook Fpenauthor if you want to have a look, look. And I am so pleased because the last batch I did last year or the year before might have been the year before. I hate it. And in fact, I think I've paid two professional photographers in the last five years and haven't really used any of the photos because I just didn't like them. But these ones I'm so happy with. And the photographer whose name is Betty Bandari here in Bath, absolutely brilliant. She made me feel at ease, took some great shots that I can use for both of my brands. So JF Pen shots and Joanna Pen shots. And if you have a look at them, you should be able to guess which is JF Pen and which is Joanna pen and put them on the back of future books. I sorely, sorely need a better author photo for the back of my books. So I've been using selfies for the last few books. So yes, I wanted to just mention this because if you have been an author for a while, when was the last time you had professional photos done? I think this is a bit like dating sites because people put out of date photos on dating sites and well, apparently I haven't been on a dating site for a long, long time. But you hear about these things where people put old photos and then you meet people in person and you're like, seriously, you're 20 years older than I expected. And in fact, I remember at Thriller Fest there's a lot of older authors who go to Thriller Fest who still use young photos on the back of their books and same thing. I just think we have to be honest about our age. So yes. Anyway, I wanted to ask you if it's been more than a decade since you had them, perhaps it's time for an update. I also wanted to give you a few tips and you could ask the photographer if you're going to hire someone. So Betty and I had a call before we met in person, which I think was really good. We discussed the vibe of the brands and what kind of photos I was looking for. So she actually showed me various things in her portfolio to say, is this the kind of thing you're looking for. Is this the kind of thing you're looking for? So that helps helped both of us on the day itself, take different tops and jackets, jewelry, and again, you'll see in the photos. So I had like a blue top underneath and a bright necklace and then a black top and then a leather jacket. And I took layers on and off depending on what kind of shots we were doing. We also moved around the city, which I really liked because some of them we found some really great backdrops that again gave different feelings to the photos. The other thing is to really communicate with the photographer and I think I'm much more used to this now. And Betty actually said, it's really good that you're talking to me about how you feel because. And presumably she said that because other people don't. At one point I just said, I am sorry, I am really tired and we need to cut this short. I said my energy is really flagging. And I think as introverts, I imagine a lot of you are introverts. And also we don't do a lot of this. Most people don't do a lot of this unless you do a lot of video, perhaps maybe you're used to it. But for most of us posing and smiling and doing different looks, it's very, very hard. So, yes, I was honest and we got some great photos. So I wanted to just remind everyone about that. I'm in the middle of updating all my websites and things just so people can see I'm a real person. And again, I. I know you can deep fake any sort of looking person now is actually me and if you meet me in person, it is what I look like. So I think this is a good thing. I also have this white kind of streak in the front of my hair now and I needed to update all my photos for that. I also found Betty through ChatGPT. I had a long chat with it about what I was looking for and the type of photographer I thought I needed and everything. And it recommended Betty, so that was great. She also does weddings, portraits. So if you are in the southwest of England, Betty Bandari spelled B H A N D. So in other personal things, it is spooky season. And coming up for Day of the Dead, on my books and travel podcast, Louisa Navarro talks about Mexican Day of the Dead. Louisa is Mexican American and we talk about it, why it's such a beautiful way to remember our loved ones who have died, the elements that go into the altar and how tourists can respectfully experience the tradition and it was great to talk to Louisa and her book on Day of the Dead is out now, filled with gorgeous photos. So that is Day of the Dead on my books and travel podcast. Also spooky books if you'd like them. Blood Vintage is out now almost everywhere in almost every format. This is my folk horror novel set on a biodynamic vineyard here in Somerset. You can check it out now on whatever store you enjoy, or my own store. Just go to jfpenn.com bloodvintage also this month I'm in a horror promotion. So if you love horror, dark fantasy or paranormal, check out the deliciously Twisted Halloween book sale running through october@ twistedtalesbooks.com Halloween and it features my story Catacomb, which is basically like the movie Taken meets the Legend of Beowulf set in the catacombs under Edinburgh. Go on over to twistedtalesbooks.com forward/halloween so thanks for your emails and comments and no photos this week. Please do send photos. I love to see where you're listening or your favorite cemetery or churchyard. As ever. But yes, skincare cookbook on YouTube said on Steve's branding interview, I loved this. It was so helpful. It made me feel like I'm heading in the right direction. I'm also working on a hybrid book workbook and can't wait to take a look at his. Absolutely. As I said, Steve's workbook, which is book workbook for sure, is very well designed. So yeah, interesting from both content and design aspects. And then Ernie left a comment very much disagreeing with Steve. It was a long comment so I will read just a little. He said the worst mistake a woman or man can make is to think of themselves as a brand. As a mainly self published author whose books have sold over a million copies, I never think of myself as a brand. He also quotes Seth Godin who says you are not a brand, you're a person. A living, breathing, autonomous individual who doesn't seek to maximize ROI or long term brand value. Yes, I love to get comments that don't agree as well. So that's completely. Thanks Ernie for your comment there. I personally I find it helpful. I think the whole branding exercise is about do you find this helpful or not? I personally, as I mentioned with the photos earlier, I very much like having two brands. It helps me creatively, it helps me with marketing. So you know, everyone can do what they choose to do and think what they choose to think. We are independent authors. Okay. Please leave a comment on the podcast Show Notes atthecreative pen.com or on the YouTube channel. You can email me, send me pictures of where you're listening. JoannaTheCreativePenn.com I love to hear from you. It makes this more of a conversation so this episode is sponsored by prowritingaid because however you choose to publish, whether you go indie or you want a traditional deal, you need to make your book the best it can be. ProWritingAid is one of my absolute must use tools in my writing process for both fiction and non fiction as well as short stories. And I should actually mention I have just used it for my first academic short essay only for checking grammar and typos and all that kind of things. Very, very useful. Importantly in Academia, not using AI for anything else obviously, but ProWritingAid has various settings where you can say what type of book it is and it changes the recommendations depending on the type of writing you do. So I use ProWritingAid with Scrivener, but you can also use it with other software or just online in your browser. ProWritingAid knows all the rules of editing and helps you apply them. And of course you can choose not to make changes as you learn. Like it helps with making your writing more active. Finding repeated words, finding words and sentences you could improve, adding sensory detail, sentence structure, grammar and punctuation, as well as typos, spacing problems, and more. It does suggest improvements, but you don't need to accept all the changes. It also now has a manuscript analysis developmental editing tool and a beta reader report so you can get an editorial analysis of your whole manuscript. We all use tools to improve our process and we're also often blind to our writing issues. It helps to have another pair of eyes, even if the eyes are software. So won't an editor do all this? Well, yes they can, but I'd rather pay my editor to fix the things the software can't. I use ProWritingAid as my essential editing tool before working with my Human editor, Kristen. ProWritingAid are also running Novel November at the moment picking up the baton from NaNoWriMo to help you write 50,000 words in November. They have lots of talks and support and education. Just head over to their site and you'll find the info. Check out the free edition or get 15% off the premium edition using my link prowritingaid.com Joanna that's prowritingaid.com Joanna J-O-A N N A so this type of corporate sponsorship pays for the hosting, transcription and editing, but my time in creating the show is sponsored by my community@patreon.com thecreative.creative Pen thanks to the eight new patrons who've joined this week and thanks to everyone who's been supporting for months and years. If you join the community, you get access to all my backlist videos and audio covering writing, craft and author business, as well as AI tutorials. Last week I shared the results of my patron survey and also shared my ebook and audiobook on productivity for authors. And we have live office hours coming up this week, so it's a good time to join if you want to come and hang out with me. Me the Patreon is a monthly subscription, the equivalent of buying me a black coffee a month or a couple of coffees if you're feeling generous. So if you get value from the show and you want more, come on over and join us at patreon.com thecreativepen that's P-A-T-R-E-O-N.com thecreativepen Right, let's get into the interview. Laura Baggeley is an award nominated children's and YA author, theatre director and also teaches acting, writing and literature at City Lit College in London. So welcome to the show, Laura.
