Podcast Summary: Scaling An Author Business With Rachel Maclean

The Creative Penn Podcast For Writers hosted by Joanna Penn delves into the intricacies of writing craft and the creative business surrounding it. In episode titled "Scaling An Author Business With Rachel Maclean," released on October 21, 2024, Joanna engages in a comprehensive discussion with Rachel Maclean, an accomplished author renowned for her Dorset crime series. This episode, recorded on Friday, October 18, 2024, explores Rachel's journey from a solo author to managing an imprint with multiple series and a growing team.

Introduction to Rachel Maclean's Evolving Business

Rachel Maclean opens up about the dual nature of her business evolution. While the essence of her work—writing compelling crime novels—remains unchanged, the scale at which she operates has expanded significantly.

Rachel Maclean [20:26]: "In some ways it hasn't changed that much and in other ways it's changed massively."

Rachel underscores the importance of engaging with her readers, considering it her primary role beyond writing. This engagement has scaled with her growing readership, necessitating the expansion of her team.

Building and Managing a Team

Transitioning from a solo operation to managing a team of seven freelancers marked a pivotal shift in Rachel's business model. Her team encompasses various roles, including publishing, production, marketing, and liaison with bookshops.

Rachel Maclean [22:16]: "I've now got a team of seven people who work for me. They're all freelance, they each work a couple of days a week and they do various roles."

Rachel highlights the flexibility and collaborative spirit within her team, emphasizing regular gatherings to foster camaraderie and creativity.

Balancing Personal Life and Business Growth

Rachel candidly discusses the challenges of balancing her personal life, particularly caring for her autistic son, with the demands of a growing business. Delegation has been crucial in maintaining this balance, allowing her to focus on both her family and her author career.

Rachel Maclean [27:46]: "Having people that I can delegate things to, it's incredibly helpful because I know that my business isn't going to just slide if my son needs me."

Embracing Ambition Without Sole Focus on Profit

Ambition, for Rachel, is less about monetary gains and more about achieving a lifestyle that she cherishes. This includes spending time in Dorset, where many of her books are set, and planning research trips to enhance her storytelling.

Rachel Maclean [29:16]: "Money is a motivation that's less about the cash, it's more about a lifestyle."

Strategic Use of AI in Writing and Marketing

Rachel leverages various AI tools to streamline her writing and marketing processes. From using ChatGPT for brainstorming and structuring her novels to employing tools like NovelCrafter for editing, AI plays a pivotal role in her workflow.

Rachel Maclean [50:19]: "I use ChatGPT to help with when I'm coming up with ideas for books and when I'm brainstorming."

She also discusses Amazon Ads' new AI tools, expressing optimism about their potential to revolutionize author advertising within the next six months.

Rachel Maclean [02:30]: "AI Creative Studio makes it easy to build and scale campaigns in innovative ways."

Ethical AI Use and Maintaining Authenticity

Rachel emphasizes the ethical use of AI, aligning with the principles advocated by the Alliance of Independent Authors. She believes in using AI as an assistant rather than a creator, ensuring that the human touch remains central to her work.

Rachel Maclean [34:37]: "Embracing AI responsibly ensures that writers continue to stand out in a crowded marketplace offering stories and insights that are uniquely their own."

Innovative Distribution Strategies

Transitioning from Kindle Unlimited, Rachel explores direct-to-reader sales through her Shopify store. She highlights the challenges and successes in shifting her distribution model, particularly with audiobooks, which have shown higher acceptance outside traditional platforms like Audible.

Rachel Maclean [44:27]: "People seem to be less wedded to listen to an audiobook on Audible than they are to getting their ebooks on Amazon."

Her upcoming project involves a website-based pre-order campaign for a coffee table book, aiming to educate and transition her readers towards direct purchases.

Rachel Maclean [48:04]: "I'm running a kind of Kickstarter, but I'm running it on my website instead of on Kickstarter."

Future Plans and Expanding the Imprint

Rachel shares her vision for Ackroyd Publishing, her imprint that now encompasses multiple series and authors beyond crime fiction. She draws inspiration from industry giants like James Patterson, focusing on maintaining a strong brand while collaborating with co-authors to expand her intellectual property.

Rachel Maclean [31:36]: "It's about building up that brand and bringing other people into it and involving them to help create more IP."

Reader Engagement and Community Building

Central to Rachel's strategy is cultivating a loyal reader base, referred to as her "reader army." She actively involves them in her book releases and encourages them to support her work through various channels, including bookshops and her website.

Rachel Maclean [42:30]: "You're my reader army. I want you to go into bookshops and ask them to stock it and they'll do it."

Conclusion and Key Takeaways

Rachel Maclean's journey illustrates the dynamic nature of modern author businesses. By scaling her operations, embracing ethical AI tools, and fostering a strong reader community, she has successfully transitioned from a solo author to a multifaceted publishing imprint. Her approach underscores the importance of balancing ambition with authenticity, leveraging technology to enhance creativity, and maintaining meaningful connections with readers.

Notable Quotes:

• Rachel Maclean [22:16]: "I've now got a team of seven people who work for me."
• Rachel Maclean [29:16]: "Money is a motivation that's less about the cash, it's more about a lifestyle."
• Rachel Maclean [50:19]: "I use ChatGPT to help with when I'm coming up with ideas for books and when I'm brainstorming."
• Rachel Maclean [34:37]: "Embracing AI responsibly ensures that writers continue to stand out in a crowded marketplace offering stories and insights that are uniquely their own."
• Rachel Maclean [42:30]: "You're my reader army. I want you to go into bookshops and ask them to stock it and they'll do it."

This episode offers valuable insights for authors aspiring to scale their businesses, highlighting the balance between creative passion and strategic business management. Rachel Maclean's experiences serve as a blueprint for leveraging technology, building a dedicated team, and fostering a loyal reader community to achieve sustained success in the competitive literary landscape.