Transcript
Joanna Penn (0:00)
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 795 of the podcast and it is Thursday the 13th of February 2025. As I record this in today's show, I'm talking about the Happy Writer with Marissa Meyer. How to keep the joy and flow in your writing and business processes, the ups and downs of the publishing journey, tips for happy publishing and book marketing as well as writing and much more. So that's coming up in the interview section in Writing and Self Publishing Things. The Self Publishing with Ally podcast has a session with Joe Solari on how authors can price their books for profit. It's quite a short listen and I really recommend it. It's a lot about reframing, he says. If you're asking what should I price my book? You're starting with the wrong question. The question you should be asking is who isn't reading my books yet and why? Pricing isn't about numbers. It's a tool for creating opportunities to connect with readers who haven't discovered your books yet. And it's a way for building a sustainable, profitable strategy and identifying with who sees the value in your product and what they're willing to pay. Different readers value different things and pricing is your lever to attract the right audience. So he gives lots of examples. But a subscription reader is someone who pays a flat monthly fee and they value endless books at no additional cost. They are loyal to the platform, not you. A collector, on the other hand, or a super fan also may pay a premium for a signed special edition because they value exclusivity or ownership. So this is why as a business it's great to have more than one book and more than one format because then you can just do different things. So you can have some ebooks in KU or Kobo plus, which is a non exclusive program, an unlimited subscription or audiobooks on Spotify for their subscription or Audible as well as selling direct as well as limited edition signed hardbacks with foil and sprayed edges and custom end papers, plus of course the usual paperbacks. So you just have to think about pricing as about different types of people who want different types of things. Jo goes into value optimization. Are you building a sustainable relationship with your Reader and are you able to collect data to better understand and serve them? Which of course is easier with selling direct and email marketing. Then how can you create opportunities to reach different tiers of customers over time to extract all the value that's possible out of this intellectual property? He gives some actionable steps. Analyze your current position. And I've had, I call it my Asset Master List, but it's list, literally a list of all my books, all the different formats, all the different languages, who I've licensed various rights to. And that Asset Master List has all of those types of things on. Although it actually reminds me I should probably update it. I don't think I've updated it this year. So yes, analyze your current position. Are you primarily reaching readers through discount promotions or subscription services like ku? Are you looking to transition into something like direct sales? Or if you go through your your whole position and you're like, okay, I'm really missing this SEG segment, then have a think about how you can reach them. Experiment with things like offering bundles direct, creating premium editions, and testing free first in series promotions. There are a lot of options and those options expand when you have lots of books because you can do all kinds of things. So that is on the Self Publishing with Ally podcast. So I wanted to mention this. It's really great. Definitely have a listen. There's lots and lots of good value in that episode with Jo Sali. And it also ties into the fact that I am now experimenting with my Brooke and Daniel crime series, which is now in ku. So if you use Kindle Unlimited as a reader, the first book is desecration by J.F. penn. That's my fiction name if you want to give it a try. The main reason I'm doing that is because here in the UK the crime categories are totally dominated in terms of ebooks. They are totally dominated by books in ku. And I struggle to sell that series here in the uk, even with reductions on price on book one because the readership in that category is so heavily ku. So I've decided to give it a try. These books have never been exclusive before and it has actually taken nearly two months in fact. Yeah, definitely two months because I started in mid December to pull them back from wide. Some of the stores you can just unpublish and it's fine or delist, but when you've been wide for a long time, things end up on sites you're like, how on earth did it get there? Of course you can't help piracy, but the stores where I could, I'VE had to raise tickets to remove them and it's been quite a big deal. But now I'm going to give it a try. I'll see what I can do with free promotions every 90 days. I do want to write more books in that series, which is why I'm doing this. I want to see if I can get it moving again within ku. And another reason is that it is a crossover character. So the main character, well, one of the main characters, there's two, but the detective character and then the museum researcher character Blake from Desecration is actually in Day of the Vikings, which is the one I'm writing the screenplay for the adaptation. And in that it's a crossover novella that I wrote to try and sort of get people to cross over between the series. But it's very interesting because action adventure thriller readers and crime readers, they sometimes cross over, but not hugely. So what's funny with this book is that if that, let's say everything works out and it kind of takes off, then I want to be able to have more books in that series. But yes, in Day of the Vikings, Blake works alongside Morgan Sierra from my arcane series as they try and stop the Valkyrie and her group of Neo Vikings summoning Ragnarok. The end of days. So what is also interesting in terms of pricing is that the producer who I had originally pitched Blood Vintage to, he read Blood Vintage, said it was good but wasn't interested in it film wise. But then at the end of Blood Vintage and all my books there is a sign up get a free ebook@jfpenn.com free if you would also like it. And that free ebook is Day of the Vikings. So basically he read this free novella, Day of the Vikings, and that is the one. He then said, I'm really interested in this as an adaptation and that's the one I'm now writing the screenplay for and going to Berlin to pitch and all this stuff. So who knows where these things sit go, right? They all serve different purposes in our ecosystem. And the more books you write, the more flexibility you have to change things up and do different things with your books. Of course you need to have control over your intellectual property. So this is obviously much easier for independent authors to do. If you are traditionally published, then maybe just write something different. And as long as you haven't signed a contract that says you can't publish anything else under your name, then why not just publish a short story or a novella or a short nonfiction or something under your name that you can use to do things like price promotions, to have the freedom to change things and to do different promotions or offer ebook for free on your email list. If you've signed a contract with a publisher, you can't do that. So you do have to own and control your IP in order to do some of this stuff. But I guess my point is who knows where this will all go. But it's an example of having different options available so people can find and read your work easily across these different segments. And then of course if people do, let's say somebody borrows a book or gets that free book right, hopefully they'll go on at some point to spend some money on premium editions or leave reviews or all the other things that help us as authors. Also, I would add both in thinking about how to reach different market segments with different products and pricing levels, think about how you want your business to be long term. So for example, what is sustainable for you? So if you are only doing ebooks into ku, that is, I think it's a hard business model because you do have to produce a lot regularly. Whereas for example, you could have some of your ebooks in KU and then do a Kickstarter for signed special editions or something that brings you in more money occasionally. So a sustainable business for both what customers and readers want, but also for you. Which brings me onto an article on author burnout on the self publishing advice blog. It says author burnout leaves writers unable to write, overwhelmed by deadlines and questioning whether they can keep going. The demands of writing, publishing and marketing, often managed alone, push creative professionals beyond their limits rather than a gradual build up. Burnout often comes after a major stressor that drains the last reserves of energy. Many authors don't see it coming until they're already struggling to function. The key is prevention and balance, treating publishing like a long term career rather than an all consuming pursuit. For those already experiencing burnout, recovery requires rest, support and a shift in mindset. Becca Syme, an author coach specialising in sustainability and burnout prevention, compares burnout to an overdrawn energy bank account. Writers, she explains, spend energy pennies on everything they do and when stress, mental health struggles or external pressures increase, increase the cost. Even simple tasks feel overwhelming. We're writing checks our energy bank can't cash, syme said. There are lots of other tips from writers in the article. I particularly liked Tracy Cooper Posey, who says when life derails your writing, whether due to illness, loss or other crises, the first step to recovery is removing pressure, she wrote. Instead of forcing herself back to a strict schedule. Tracy had a cancer diagnosis. She had surgery and chemo. She advised writers to. To let go of deadlines and adjust expectations. Do whatever you can to get rid of deadlines, she wrote, even if that means restructuring commitments and explaining delays to readers. So I wanted to highlight this today as I have just felt the edge of burnout looming. I can see it looming in my future unless I do something now. And in fact, Marissa covers this in today's interview as well. I know this feeling well enough to take a step back and sort things out so as not to go there. Basically, I'm not in burnout, but I can see it over the horizon unless I do something now. The reason is. And this is. These are wonderful reasons, right? So I have. In the last few weeks, I have worked harder than I have in a very long time. My brain is just. I'm on fire. I'm loving it. It's so much fun and I'm learning so much. And I'm just trying to take advantage of this interest in the potential adapt of Day of the Vikings. So basically, this all kind of really kicked off in like, the first week of January, I guess. And I did this outline of the extended book because it is a novella, so it couldn't be a movie just as it is. It needs. It needed expanding, so I expanded it. And then I've been doing meetings and taking feedback, and I'm halfway, more than halfway through adapting it to the screenplay. Had great feedback on the pages so far. I'm off to Berlin tomorrow and also going to Cannes in May, which I did not have in my plans. I didn't have any of this in my plans. If you go Back to my January 1st goals for the year, there was nothing about this. But as I said, I'm loving it. And what I am doing is leaning into it because I have had the intention for several years now to do more as JF Pen. I've also had the intention and the big goal. I've always had a goal to have my books in film. So, yes. But of course, all of this means that all the things I had planned are a little bit squeezed. Death Valley Edits coming back next week, the Kickstarter coming up, relaunch of my books and travel podcast, plus my birthday trip to Iceland, Dublin for speaking at a writer's retreat, London Screenwriters Festival, and yeah, basically all of that before mid May. And I was like, yes, I think I need to do something now. I do know Burnout. I thought I would just tell you my worst Occasion back in the year 2000, I was working a consulting job in the 90s. And those of you who who are old enough will remember the Y2K bug, the millennium bug. And I used to do software implementations and so I worked on millennium bug projects in Europe. And I was also in my 20s. I was partying like it was 1999. And in fact it was 1999. During that time, I was drinking way, way too much. Definitely binge drinking. I was using caffeine tablets to keep myself awake in the day. I was burned out and. But I had an extreme reaction, which was I quit my job, I went to Australia, and I essentially went to the Western Australian desert for months. I learned to scuba dive and essentially chucked it all in and started another life on the other side of the world, which is an extreme reaction to burnout. And it worked. I mean, it really did reset me. But I don't want that to happen again. I'm very happy with my life. I love my life. Very happy. So. Oh, and if you want to hear about my experiences in Australia, then on the books and travel podcast, I have a solo episode called Outback Days and City Nights in the Lucky country. And that is at booksandtravel page Australia. I'll put a link in the notes. Okay, so back to what I've realized. I cannot keep my original planned schedule, which is only driven by me anyway. Like, I don't have. I'm not under contract with anyone, so why do I need to do this all at the same time? So I am replanning the things I have control over. I'm moving the Kickstarter for Death Valley to the end of April, finishing before Cannes in mid May with fulfillment in June. I'll also launch books and travel at that same time. So end of April rather than mid March. And that just gives me a lot more time for everything. And yeah, I feel I can take a deep breath and I can. Because who knows what's going to happen after Berlin. Well, I, I know what's going to happen because I need to finish this screenplay because there are people who are. Who now want to read it, which is a great place to be. So, yes, I wanted to just say to you, if you feel the edges of burnout, if you can see it coming, if you've taken on too much personally or work wise, or both, it might be your writer life, it might be your job, family things, just, just take a break. Just stop. So what I did, like a couple of days ago, I stopped, I looked at the Timing of everything. So I, I print out these one page years from, well, actually 2, 2A, 4 pages for the whole year and, and I have to keep reprinting them out to reschedule everything. I use Calendarpedia. It's really good. It's got all kinds of sizes. So I printed it out and I just went, okay, how can I move this around? And yeah, so it really just took the pressure off. So can you rearrange things? Can you reschedule to give yourself some breathing room? Why do the things that you think need to be done need to be done? Like do they need to be done right now? Are they urgent and important? What really matters? So that is my question for you today in personal news. I guess I've covered a lot of this already but I am recording this early as I'm off to the Berlin film market and I will actually be on my way home as this goes out and I will obviously give you a few comments next week. I'm going with an open mind really to learn about the business of the film industry. I do have some meetings but I will be going to some of the AI sessions. There's a lot of innovation stuff going on to make it cheaper to make blockbustery films and many of my books are pretty blockbustery. So I'm going to see what's going on and I think importantly, I'm holding two things in my mind at the same time. I am holding an intention that this project goes forward, that I can see my, my, my book on screen and it will all go incredibly well. We'll get funding, it will just be amazing and everything will work. And simultaneously, on the other hand, I have no expectations at all and the knowledge that most things never get made and even those that do take years and often those that do don't necessarily match your original intention. But all of those things, it doesn't matter. I'm just going to go with an open mind and learn new things and I will share some thoughts next week. So thanks for your emails and comments and photos. This week Anthony sent some pictures from his family's, his family's world travels. He's listened to the show all over the world and sent some wonderful photos. I particularly like the one of the family in Fez Medina in Morocco. Claire said, just listen to the Aristotle episode. Very good. I've also been having a good think about Priestley's 7114 rule. Good stuff. Yes. And I talked about that last week. Daniel Priestley, a fantastic interview there on the Diary of a CEO. So yes, thank you Claire. Please leave a comment on the podcast show notes@the creativepenn.com or on the YouTube channel. Message me on x hecreative Pen or 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 Draft2Digital. Are you an indie author in need of an easy and efficient print on demand service backed by a world class customer support team? Look no further than D2D print from draft to digital. It's ideal for authors who've already published ebooks but haven't yet experimented with print. With D2D print, you can convert an ebook to a Print on Demand file with just a few clicks and turn an ebook cover into a full wrap around print cover in seconds. 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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 thecreativepenn thanks to the 10 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 topics on writing, craft and author business as well as tutorials and demos on AI tools. And my Patron only Q and A solo episodes and live office hours. This week I shared a post on how to make an AI narrated audiobook with 11 labs. And yes, I have now cloned my JF Pen narrator voice. It's very cool. I will share more about that soon as I want to license it as well. 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. You get access to everything, all the backlist content and Q&As and office hours. So if you get value from the show and you want more, come on over and join us at patreon.com P-A-T-R-E-O-N.com TheCreativePen Right, let's get into the interview.
