Podcast Summary: The Creative Penn Podcast For Writers – "The Artisan Author With Johnny B Truant"

Release Date: July 21, 2025
Host: Joanna Penn
Guest: Johnny B. Truant
Duration: Approximately 60 minutes

1. Introduction and Overview

In episode 820 of The Creative Penn Podcast For Writers, host Joanna Penn delves into the concept of the Artisan Author with guest Johnny B. Truant. The discussion navigates away from the high-pressure rapid release model prevalent in the self-publishing community, advocating instead for a sustainable, high-quality, and fan-focused approach to writing and marketing.

2. Podcast Content Highlights

a. Author Stack Article Discussion

Joanna begins by highlighting Russell Nolet's insightful article on The Author Stack, particularly focusing on strategies for writers and creatives managing chronic illness. Key takeaways include:

• Pacing and Energy Management: Organizing daily activities around personal energy levels to prevent burnout.
• Physical and Mental Health: Emphasizing the importance of well-being in sustaining a creative career.
• Setting Boundaries: Establishing agreements with one’s time and energy to protect creative capacity. Joanna notes, "Boundaries aren't walls, they're agreements with your time, with your energy, with your nervous system." ([05:30])

b. Saltpath Memoir Controversy

Joanna addresses the ongoing Saltpath memoir controversy in the UK, presenting diverse listener opinions:

• Tiffany's Perspective: "I find it disturbing because it seems as if there's no one to trust... lying to my readers is absolutely forbidden." ([10:45])

• Tyreen's Take: Emphasizes the blending of fiction and memoir, suggesting, "as a reader I don't expect memoirs or even autobiographies to be completely factual." ([12:15])

Joanna reflects on the need for balance between authenticity and creative freedom, cautioning against extreme reactions that undermine trust while acknowledging the complexity of truth in storytelling.

c. Use of AI and ChatGPT in Author Business

Joanna shares her positive experience using ChatGPT Agent for managing diverse sales and revenue data across platforms like KDP, ACX, Kickstarter, and Shopify. She remarks, "I was able to get in all of that data and get analysis reports out... this feels like a real unlock for me in terms of a tool I can use to help me gain insights from my data." ([15:20])

d. Seth Godin's Views on Artisan Authors and AI

An excerpt from Seth Godin's article underscores the enduring value of human creativity amidst AI advancements. Key points include:

• Historical Resistance to Technology: Comparisons to past technological shifts like the Gutenberg Press and laser printers.
• Productivity vs. Humanity: Emphasizing that while AI enhances productivity, the true value lies in human creativity and unique contributions.
• Artisan Approach: Advocating for a focus on human-centric creation, where authors "double down on being human" and integrate their unique qualities into their work. Joanna echoes this sentiment, stating, "You can't beat the machine and there's no point in becoming more of a machine." ([18:05])

e. Joanna's Personal Updates

Joanna updates listeners on her current projects:

• Short Story Collection Submission: "I have sent my short story collection to Kristin, my editor." ([19:10])
• Gothic Cathedral Project: Sharing progress on her research and photography work related to Gothic cathedrals.
• Kickstarter Preparations: Discussing the logistical aspects of her upcoming Kickstarter campaign slated for September, including cost analysis for printing and shipping. ([20:00])

3. Interview with Johnny B. Truant

a. Introduction to Johnny and Artisan Author Concept

Johnny B. Truant, author of over 150 books across various genres, introduces the Artisan Author approach. He reflects on his transition from rapid release strategies to a more sustainable and artist-focused model, stating, "What if instead we acted like artists who are selling fine goods to very discerning customers?" ([21:52])

b. Contrast with Rapid Release Model

Johnny critiques the rapid release paradigm, highlighting its unsustainable nature and the resultant burnout among authors. He shares his observation from the 20 Books Conference 2023:

• Rapid release had become domineering, pushing authors into a relentless churn without regard for personal well-being.
• "Sometimes a lot of burnout related to that... What if instead we acted like artists?" ([23:42])

c. Art First, Profit Second Philosophy

Central to the Artisan Author model is prioritizing artistic integrity over immediate profit. Johnny emphasizes:

• Artistic Freedom: Writing what genuinely interests the author without succumbing to market pressures.
• Sustainable Income: Building a loyal fan base that supports high-quality, meaningful work.

“Art first and profit second. You're writing what it is that you want to write.” ([28:49])

d. Live Selling Approach

i. Discovering Enjoyment in Live Selling

Johnny shares his journey towards embracing live selling, contrasting it with the stereotypical, high-pressure book signing events. He notes:

• "It's just about being nice... having conversations." ([33:47])
• The approach fosters genuine connections, often leading to substantial sales without aggressive tactics.

ii. Practical Setup and Book Selection

When preparing for live events, Johnny:

• Brings a Comprehensive Backlist: Unlike advice to limit inventory, he prefers showcasing his extensive collection to cater to diverse interests.
• Adaptive Display: Tailors his booth setup based on event size and location, ensuring a visually appealing and approachable presentation.

“It's just a puzzle each time to say, well, how should I arrange things.” ([37:57])

iii. Financial Insights

Addressing the financial aspects:

• Investment vs. Returns: Table fees typically range from 10-15% of expected gross sales. Johnny often seeks events with higher table fees to maximize profitability.
• Scaling Strategy: Starts small with local markets, reinvesting profits to participate in larger events like Comic Cons.

“You can start very small... you can step into it.” ([45:35])

e. Digital Marketing and Shopify Store

Johnny discusses his experience with setting up a Shopify store:

• Challenges: Managing consistent traffic and the financial commitment of monthly fees.
• Marketing Strategy: Relies on active advertising to sustain store traffic, contrasting with Joanna's approach of directing existing audience traffic without paid ads.

“It's like a rock rolling down a hill. It takes a lot of momentum to get it started.” ([46:01])

f. Low Stress Book Marketing

Emphasizing a sustainable approach, Johnny advocates for:

• Diversification: Avoiding over-reliance on a single platform like Amazon.
• Flexibility: Allowing authors to take breaks without the constant pressure to release new content.
• Quality Over Quantity: Focusing on high-quality interactions and products rather than maximizing output through rapid releases.

“Low pressure means that if you wanted to take a two week vacation, you could do it.” ([52:08])

g. Disengagement from Social Media

Johnny shares his deliberate choice to avoid social media to reduce stress:

• Energy Allocation: Prioritizes personal interactions and live events over maintaining an online presence.
• Alternative Strategies: Focuses on direct sales channels like Kickstarter and live selling to connect with fans.

“I have opted out of that. But there are plenty of other choices.” ([53:54])

h. Use of Kickstarter

Currently running his sixth Kickstarter, Johnny explains:

• Unique Offerings: Combines traditional book formats with innovative educational components, such as treating a book launch like a college course with a curriculum and discussions.
• Tiered Rewards: Offers various participation levels, from accessing the ebook to engaging in high-touch accountability groups and private tutoring.
• Sustainable Launch Model: Moves away from traditional Amazon launches, relying on Kickstarter as the primary launch platform to build and engage a dedicated community.

“It's on JohnnyBTruant.com artisanal and that'll redirect after the Kickstarter to the regular book.” ([59:51])

4. Conclusion and Call to Action

Joanna wraps up the episode by encouraging listeners to consider the Artisan Author approach for a more sustainable and fulfilling writing career. She invites feedback and engagement through comments, emails, and social media channels.

“Does the artisan author approach interest you? Selling in person or selling in different ways that mean you can create in a more sustainable fashion? Let me know what you think.” ([60:00])

Listeners are also reminded to explore additional resources, such as the free author blueprint and backlist podcast episodes available on thecreativepenn.com.

Notable Quotes:

• "Art first and profit second. You're writing what it is that you want to write." – Jonny B. Truant ([28:49])
• "Boundaries aren't walls, they're agreements with your time, with your energy, with your nervous system." – Joanna Penn ([05:30])
• "I have strong extrovert streak in me that a lot of authors don't." – Jonny B. Truant ([33:47])
• "Low pressure means that if you wanted to take a two week vacation, you could do it." – Jonny B. Truant ([52:08])

Resources Mentioned:

• Russell Nolet's Article: Practical strategies for aligning body and brain for writers and creatives.
• Johnny B. Truant's Book: "The Artisan: The Low Stress, High Quality, Fan Focused Approach to Escaping the Publishing Rat Race."
• Seth Godin's Article: "Productivity, AI and Pushback."
• Publisher Rocket: Sponsor discussion on keyword and category research tools for authors.

Connect with Joanna Penn:

• Website: thecreativepenn.com
• Patreon: patreon.com/thecreativepenn
• Social Media: Facebook, X (formerly Twitter), Instagram at @jfpen.author

This summary encapsulates the key discussions and insights from episode 820, providing a comprehensive overview for those who haven’t listened. For an in-depth understanding, tuning into the full episode is recommended.