Podcast Summary: Performance Tips For Authors, And Writing Climate Fiction With Laura Baggaley

Podcast: The Creative Penn Podcast for Writers
Host: Joanna Penn
Episode: 833
Guest: Laura Baggaley
Date: October 20, 2025
Main Theme: Exploring performance skills for authors, writing climate/eco-fiction, and resilient author careers in turbulent publishing times.

Episode Overview

This episode features a rich conversation between Joanna Penn and author/theatre director Laura Baggaley, focusing on:

• Navigating the ups and downs of publishing, especially when publishers go under
• Writing climate fiction without being preachy
• Translating theatre experience into better dialogue, author events, and book readings
• Practical, actionable performance tips for writers
  The episode reflects on the current shifts and challenges in the publishing industry (for both indie authors and small presses) and how authors can maintain adaptability, creativity, and agency.

Key Discussion Points & Insights

1. State of the Publishing Industry and Author Mindset (00:00–30:24)

• Small Presses in Crisis:
  Joanna discusses a UK Bookseller letter where over 20 indie presses warn of an existential crisis—due to inflation, war impacts, tariffs, rising costs, retail shifts, and dwindling arts funding, leading to a lack of review coverage and unsustainable workloads.

  • "This accumulation of pressure has created unsustainable workloads and increasingly uncertain prospects, significantly impacting our well being..." [Joanna, 02:25]

• Advice for Authors with Small Publishers:

  • Always check contract clauses about rights reversal if a publisher closes.
  • "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...if they say they’re going to struggle to survive...what will happen to my book?" [Joanna, 08:05]

• Author Sustainability & Multiple Streams:

  • Importance of defining personal success, adapting business models, and diversifying income—not solely focusing on what used to work.
  • Quotes Jamie Albright:
    "I've made a lot of money and I've not made a lot of money...I quit looking at [KDP dashboard] because that's depressing and it's got to be about more than money." [Joanna, 18:45]

• Creative Resilience:

  • Being an author is “hard for a reason”—because it’s rewarding as a calling.
  • "At heart, none of us start writing to make money. We write because we have to." [Joanna, 13:38]

2. Emerging Trends: AI, Shopping, and Content (22:00–28:00)

• Rise of Agentic Commerce:
  Joanna explores the partnership between Walmart and ChatGPT, marking a significant move toward AI-driven, personalized shopping experiences.

  • "There is a native AI experience coming that is multimedia, personalized, and contextual. We are running towards that more enjoyable and convenient future." [Joanna, 26:43 quoting Walmart CEO]

• Personalization in AI:
  Joanna shares how AI like ChatGPT is now delivering hyper-personalized daily “newsletters” and recommendations—including books—which she expects to disrupt retail (including bookselling).

• Long-tail Content Strategy:
  Joanna emphasizes how podcasts and transcripts are discoverable in the long-tail via AI, offering ongoing opportunities for discoverability.

Main Interview: Laura Baggaley on Writing, Climate Fiction, and Performance (30:25–68:29)

Laura Baggaley’s Journey: Theatre to Author (30:25–32:21)

• Always wanted to write; theatre and directing “side-tracked” her for 15 years before returning to writing.
• Initial attempts at literary writing were “boring”—discovered her voice with a YA dystopian novel.
  • “First of all, I started working on a literary novel… when I read it, I realized it was incredibly boring because nothing happened… Fortunately, I had this idea about a 15-year-old kid in a dystopian future… that's where I really started to sort of find my voice.” [Laura, 31:15]

Navigating a Publisher Going Under (32:21–37:10)

• Laura secured a traditional deal, but after a merger, both publishers collapsed—her two books reverted to her.

• “Unbound folded and took Neem Tree Press down with them. The two books that I’d been so excited to get published… have not been published. However… the rights have reverted to me and now I can do what I want with them.” [Laura, 33:23]

• Laura felt “relief and empowerment”—already primed from indie author resources, she kept moving forward instead of waiting.

  • "I was like, well, thank goodness the books are mine again. Now I can get on with publishing them." [Laura, 36:00]

• New book, Dirt, came out with Habitat Press; next projects may be a mix of self and small press publishing.

Writing Eco/Climate Fiction Without Being Preachy (37:18–42:27)

• Eco/climate fiction (cli-fi) can span genres but must “normalize positive action” via world-building, not preaching.

  • "It’s about looking forward to joyful possibilities and normalizing positive action… not telling everybody to buy an electric car but embedding things like solar panels… as just normal parts of life." [Laura, 38:08]

• On Ministry for the Future as an example: Bleak, but full of embedded climate solutions and hope.

• “Smuggling the Messages In”:

  • “You want the book to be exciting… the eco stuff is incidental almost, but there’s just a little bit of a mind shift.” [Laura, 42:09]

Notable Moment:

Laura describes Green Stories Project’s collaboration with BAFTA comparing low- and high-carbon fictional characters (Jack Reacher vs. James Bond) to highlight how cultural narratives can “glamorize” sustainability [40:24].

Theatre Skills Applied to Writing and Readings

Writing Adaptable Stories & Vivid Imagery (44:49–46:39)

• Theatre and film are visual; authors should write with striking images in mind—good for both adaptation & marketing.
  • “Are there key moments that have really clear, vivid images attached?... My book Dirt started with an image for me—an expanse of desert, a single road, a girl wearing a sunhat as big as a bicycle wheel cycling alone…” [Laura, 45:28]

Crafting Natural Dialogue & Identifying "Bad" Dialogue (47:03–48:31)

• Bad dialogue = characters speaking unnaturally “just to further the plot”
  • “Oh, Uncle Bernard, how good to see you after you’ve spent ten years in Australia...” Bernard knows he’s been in Australia… there’s no reason for them to say that.” [Laura, 47:12]
• Dialogue should come from the character’s head, their motives and relationships.
• Tip: Always read dialogue aloud (or have others do so) to catch unnatural phrasing.

Audiobooks and "Button" Endings (48:31–50:07)

• Joanna describes revising dialogue after hearing her AI narration: endings of chapters sometimes changed for audio resonance—“button” moments in performance creating a sense of completion.

Performance Tips for Authors: Readings, Events, & Workshops (51:01–64:15)

Being Authentically "You" on Stage (51:01–53:32)

• Adopt a Persona: Imagine a “shiny,” more confident version of yourself for public appearances.

  • “I find it really helps to imagine a character who is a version of me… They’re me, just a bit more confident, you know, a slightly shinier version.” [Laura, 51:11]

• Dressing up, putting on a “smart jacket” or distinctive clothing, helps authors “step into” the professional role.

Practical Performance Techniques (54:01–56:43)

• Practice, practice, practice: Out loud, not just in your head. Build “muscle memory.”
• Slow Down: Adrenaline makes you rush; make a conscious effort to go slower.
• Physical Relaxation: Shoulders up–and–down, deep breathing (in for two, out for three) helps calm nerves.
  • “You can’t just tell your brain to calm down, but you can physically relax your body... Even if your brain and your stomach are churning, you can consciously, physically relax.” [Laura, 55:20]
• Manage Long Sentences: When prepping an excerpt, mark up scripts for breaths, especially for readings and audiobooks.

Selecting, Preparing, and Performing Readings (57:23–59:35)

• Pick “exciting” excerpts—could be a cliffhanger or a section that hooks listeners.
• Vary tempo and volume; clearly differentiate dialogue (even without “doing voices”).
• Connect with your audience: Don’t keep your nose in the book—look up, engage with eyes.
• “If you look and you make eye contact, they’ll probably smile at you… they want you to succeed.” [Laura, 59:06]

Workshops & Retreats: Engaging Introverts (61:13–64:15)

• Preparation is critical: Know your objectives, activities, and discussion topics.
• Let participants do the work (writing, sharing).
• If you’re shy about reading aloud, tell the instructor in advance so someone else can read your work.

Collaborative Author Projects & Marketing (64:15–67:53)

• Laura co-founds “Bending the Arc” Substack magazine from a mastermind group focused on “Thrutopia” (i.e., stories considering the ‘how’ of getting to a better future, rather than utopias/dystopias).
• Key benefits: Amplified reach via networks, peer critique, and ongoing support.
• For children’s/YA books, Laura teaches, visits schools & libraries, and participates in blog tours, author newsletters, and more.

Memorable Quotes

• Joanna Penn on resilience:
  “At heart, none of us start writing to make money. We write because we have to.” [13:38]
• Laura Baggaley on regaining rights:
  “Thank goodness the books are mine again. Now I can get on with publishing them.” [36:00]
• On climate fiction:
  “It’s about looking forward to joyful possibilities… not writing a book to tell everybody to buy an electric car, but embedding [solutions] as just normal parts of life.” [Laura, 38:08]
• On performance:
  “The character is essentially the same. They’re me, just a bit more confident, you know, a slightly shinier version.” [Laura, 51:11]

Important Timestamps

• Small press crisis & Joanna’s publishing advice: 01:30–10:00
• AI in commerce & long-tail book marketing: 22:00–28:00
• Guest intro & Laura’s publishing journey: 30:25–37:10
• Writing climate/eco-fiction & world-building tips: 37:18–42:27
• Translating theatre skills to writing & events: 44:49–50:07
• Author performance, readings, and practical techniques: 51:01–56:43
• Workshops and engaging introverts: 61:13–64:15
• Collaborative author marketing/substack: 64:15–67:53

Resources & Where to Find More

• Laura Baggaley’s website: laurabaggiley.co.uk
• Instagram: laurabaggileywriter
• Bending the Arc Substack: Search “Bending the Arc”
• Habitat Press & Green Stories Project: Green Stories Project

Episode Takeaways

• For authors feeling uncertain: Proactively plan for both success and issues like publishers closing; understand your rights and be ready to pivot.
• For writing climate/eco-fiction: Avoid didactic messaging—let world-building and character aspirations embody solutions and hope.
• For performance at readings/events: Preparation, physical and vocal techniques, and practicing “a confident character” help authors excel.
• For indie careers: Combine creative and business skills, welcome adaptation, and keep learning from cross-disciplinary insights.

For more resources, including backlist episodes and Joanna’s author blueprint, visit thecreativepenn.com.