The Creative Penn Podcast For Writers
Episode: Writing And Directing Audio Drama And The Constant Creator Mindset With Alison Hazelden
Host: Joanna Penn
Release Date: July 28, 2025

Introduction

In episode #821 of The Creative Penn Podcast For Writers, hosted by Joanna Penn, listeners are treated to an enriching discussion that delves into the intricacies of writing and producing audio drama, as well as maintaining a resilient creator mindset amidst juggling multiple projects. The guest for this episode is Alison Hazelden, an accomplished author, screenwriter, and actor, who shares her journey and insights on crafting immersive audio dramas.

Highlights from Joanna's Segments

Deep Writing and Inspirations
Joanna begins the episode by highlighting the importance of deep, soulful writing, referencing her admiration for poet David White. She emphasizes the necessity of delving beneath the surface to uncover authentic and transformative narratives:

"The practice of writing involves dropping below that line of discomfort, not taking the easy route. This kind of deep writing is a process of self-discovery." ([05:30])

She also mentions Orna Ross's discussion on Go Creative Podcast, which addresses the challenges of creating amidst global worries and underscores the significance of grounding practices:

"Orna talks about some grounding practices and also shares a hopeful poem about the changes around us." ([08:45])

Recent Reads and Recommendations
Joanna shares her recent reading list, which includes:

1. Successful Self Publishing 4th Edition – Her own book, available for free as an ebook for a limited time, covering updated paths to self-publishing and marketing tips.
2. The Simple Path to Wealth (2025 Edition) by J.L. Collins – A guide on financial independence, essential for creators managing multiple income streams.
3. Reshuffle: Who Wins When AI Restacks the Knowledge Economy by Sangeet Paul Chowdhury – Explores the evolving landscape of the knowledge economy in the age of AI, prompting Joanna to reflect on the future of creative industries.

"Reshuffle is excellent. It tackles the idea of value in our work and how AI is reshaping the ecosystem." ([12:05])

Personal Projects and Updates
Joanna updates listeners on her latest projects, including the release of her short story collection The Buried and the Drowned. She discusses the meticulous process of formatting her special hardback editions with features like green foil wraparounds and patterned sprayed edges:

"I am really quite excited about this. This will be my first patterned sprayed edge." ([17:20])

She also previews her upcoming Kickstarter campaign launch on September 1st, detailing the challenges of budgeting and logistics involved in crowdfunding physical products:

"With Kickstarter, you need to do proofs, figure out costs, and manage shipping – it's a much more involved process than digital publishing." ([19:10])

Additionally, Joanna touches upon her Books and Travel Podcast, recently featuring episodes on Gothic cathedrals and personal narratives of grief and self-discovery through travel.

"I'm in an expansive, chaotic phase creatively. Trust emergence will be our theme this week because Alison talks about it too." ([19:50])

Interview with Alison Hazelden

Alison's Background and Career

Alison Hazelden introduces herself as a multi-talented creative professional with roots in acting, writing, and marketing. Starting her career at the tender age of six in Orlando, Florida, Alison developed a passion for storytelling across various mediums. Her academic background in journalism and marketing provided her with robust writing and promotional skills, which she seamlessly integrates into her creative endeavors.

"I grew up in Orlando, Florida, and started working in professional acting at age 6. I also went to university for journalism and marketing, which really honed my writing skills." ([20:26])

After seven years in content marketing, Alison transitioned to marketing consulting for creative executives, allowing her to focus more on her acting and writing projects. She highlights her recent accomplishments, including her first series regular role in a limited TV series slated for release in late 2026 and the release of her historical fiction audio drama, Wicked Dames, in fall 2024.

"I'm at the place where I can look back and see that years I thought were detours were actually building useful skills." ([22:51])

Creating "Wicked Dames" Audio Drama

Alison discusses her motivations behind creating Wicked Dames, a historical audio drama about young women who seduced and killed Nazis during World War II. She chose the audio drama format over a traditional audiobook to provide a more immersive, experiential storytelling experience akin to a TV show without the visual elements.

"An audio drama is essentially a TV show with everything but the visuals. You get a more immersive experience with different actors, music, and sound effects." ([28:54])

She explains her creative process, blending elements of novel writing and TV scripting to craft a narrative rich with description and sound cues tailored for an auditory audience. Alison emphasizes the importance of thinking from the listener's perspective, ensuring that all necessary visuals are effectively conveyed through sound.

"I really think from the audience's perspective, what could be communicated via a sound effect and what cannot." ([32:13])

Challenges in Producing Audio Drama

Alison candidly shares the hurdles she faced while producing Wicked Dames, particularly in casting and editing. She highlights platforms like Actors Access and Backstage as valuable resources for finding passionate and skilled voice actors, especially in a post-strike entertainment industry landscape.

"One of the biggest barriers is finding actors, but there are passionate actors out there looking for projects like this." ([35:27])

A significant challenge was hiring an editor capable of integrating multiple voices and sound effects to bring the drama to life. Alison underscores the importance of budgeting adequately for editing services, recommending reaching out to local colleges for emerging talent as a cost-effective solution.

"Hiring an editor takes the most time and budget. They put in a lot of hours to ensure the final product aligns with your vision." ([38:20])

Marketing Strategies

When it comes to marketing Wicked Dames, Alison employed a multifaceted approach:

1. Digital Presence: Utilizing a dedicated website, email lists, and active promotion across Instagram, TikTok, YouTube, and Threads.
2. Guerrilla Marketing: Distributing bookmarks with QR codes and handwritten secret notes in airport bookstores and local libraries to create intrigue and direct traffic to her website.
3. In-Person Events: Partnering with coffee shops and bars to host themed events, fostering community engagement and boosting visibility.

"I ordered bookmarks with QR codes and handwritten secret notes to distribute in airport bookstores and libraries. It was a delightful surprise for recipients and great social media content." ([50:04])

Alison also integrated her marketing efforts with her TikTok presence, which saw significant growth to 24,000 followers, enhancing her project's reach and community building.

"Those bookmarks made for great social media content, increasing engagement and traffic." ([51:56])

Income and Distribution

Alison opted to release Wicked Dames for free to maximize visibility and community engagement, supplementing her income through donations and profit-sharing events. While she acknowledges other monetization methods like paywalls and ads, her focus was on breaking even and expanding her audience.

"I chose to release it for free to prioritize visibility and community building over immediate financial gain." ([42:33])

The audio drama was distributed across multiple platforms, including Spotify, Apple, Amazon, iHeartMedia, and YouTube, ensuring broad accessibility. Alison also created interactive content on her website, such as a video trailer and downloadable materials, to enhance the listening experience.

"It's cross-posted on Spotify, Apple, Amazon, iHeartMedia, and YouTube, making it accessible and free on all platforms." ([46:27])

Future Projects and Creator Mindset

Looking ahead, Alison emphasizes the importance of trusting the creative process and remaining adaptable. She is currently focusing on projects that may have a higher likelihood of securing green lights, such as contemporary rom-coms and fantasy, while keeping Wicked Dames as part of her broader creative portfolio.

"Trust emergence will be our theme this week because Alison talks about trust in her intuition and letting go of chasing any particular kind of success." ([19:50])

Alison encourages creators to embrace a multifaceted approach to their careers, allowing for flexibility and resilience in the face of industry unpredictability. She draws inspiration from success stories that materialize years after their inception, reinforcing the value of patience and persistence.

"Timing is everything. Projects might not take off initially, but revisiting them later can lead to unexpected success." ([55:29])

Listener Feedback

Joanna shares heartfelt feedback from her listeners, highlighting how the podcast has positively impacted their writing and creative journeys. Comments include appreciation for practical advice on book reviews and the inspiration drawn from interviews with fellow creatives.

"Thanks to Lynn said Jo's information on book reviews was so helpful and insightful. Going to buy the book now!" ([58:20])

Conclusion

Joanna wraps up the episode by reinforcing the key takeaways from her conversation with Alison Hazelden. She commends Alison's enthusiasm for creating without fixating on specific outcomes and her unwavering trust in the creative process. Joanna invites listeners to connect via her website and social media platforms, fostering a community of engaged and inspired writers.

"Her trust that putting her ideas into the world will pay off somehow is truly inspiring." ([58:51])

Upcoming episodes will feature discussions on topics like family history and genealogy, promising more valuable insights for aspiring writers.

Notable Quotes with Timestamps:

• "The practice of writing involves dropping below that line of discomfort, not taking the easy route." — Joanna Penn ([05:30])
• "An audio drama is essentially a TV show with everything but the visuals." — Alison Hazelden ([28:54])
• "Hiring an editor takes the most time and budget. They put in a lot of hours to ensure the final product aligns with your vision." — Alison Hazelden ([38:20])
• "I chose to release it for free to prioritize visibility and community building over immediate financial gain." — Alison Hazelden ([42:33])
• "Trust emergence will be our theme this week because Alison talks about trust in her intuition and letting go of chasing any particular kind of success." — Alison Hazelden ([19:50])

Resources Mentioned

• Podcast Show Notes: thecreativepenn.com/podcast
• Author Blueprint: thecreativepenn.com/blueprint
• Alison's Website: alisonhazelden.com
• Patreon: patreon.com/TheCreativePenn

Stay Connected:
Follow Joanna Penn on Facebook, X, and Instagram to stay updated with the latest episodes and writing tips.

Happy Writing!
Thank you for tuning into The Creative Penn Podcast For Writers. Whether you're an aspiring author, a seasoned storyteller, or a creative entrepreneur, Joanna Penn's insightful discussions and interviews offer valuable guidance to help you thrive in your creative endeavors.