Transcript
A (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 856 of the podcast and it is Sunday 29th March 2026 as I record this. Yes, it is the end of Q1. Can you believe it? As we move into April now. So in today's show I'm talking to Matt Cardin about writing at the Wellspring, Tapping the source of your inner genius. We discuss the concept of the genius and the muse, how silences like potential blocks or inertia might be gifts, living into the dark and embracing uncertainty, and much more. So Matt and I connected around my writing the Shadow book, and we're both fans of the Jungian concept of the shadow and I blurbed his book and so I really hope you enjoy our discussion, which is coming up in the interview section in Writing and Publishing Things. So I went to a Bath networking lunch last week, which I do occasionally, but this one was specifically to hear Robert Topping speak, who is the owner of Toppings Independent Bookshops, certainly one of the best bookstores in Bath and other bookish cities. Now, he did a Q and A and was very charming and a little eccentric as you would expect, but clearly an astute businessman as he has grown his stores over the years and has always been a bookseller, starting out with Waterstones and other stores. Now, one of his comments was that he enjoys working with delightful colleagues who are bookish. And I thought this phrase was wonderful. And I definitely feel this way a lot, not all the time, but most often because working with authors and readers, people in the publishing industry, we are bookish people. We are whether people are delightful or not, bookish colleagues are a pleasure and we are often introverts and we love reading, we love physical books and we have that in common, despite what we might agree on and disagree on. And I feel like this is so important because there's a lot of drama in the author industry, but also amongst the publishing industry and online and politics and all of this stuff. Now, we might disagree with people, but if we have at least books in common, then there's something we can talk about. And that's a bit of a tip for networking events with bookish people, which is what Are you writing or what are you reading or what books do you like? And that will start a conversation. So I thought that was very cool. Also, he said the cost of the book is the time it takes to read it. This is the cost of the book for readers. Of course, he said the cost of the book is the time it takes to read it. Because of course, books are not generally expensive, although of course some academic textbooks or very special hardcover editions or whatever like that. But generally for the reader, it's the time it takes to read it is the cost. So we need to make sure our books are worth the time. He was also asked about digital sales and online things and ebooks and digital audio. And he said a few things that were frankly wrong. But I didn't mind since his business is selling physical books. But I really think this is worth keeping in mind. When people speak or they're quoted, or you are asking for advice or you're looking on social media, you need to know who people are and their context and their experience doing the thing you're asking about. So in that example, Robert Topping, he's absolutely like 100% the expert on selling physical books in physical stores. But of course he doesn't. His business is not doing digital sales. His business is not doing online marketing. He doesn't need to sell books online to readers all over the world, which is what we do. And I've just been hearing, I think a lot of it is around the AI stuff, right? People will spout frank nonsense that they have read in something or another without even trying these things. And then someone like me who's essentially been using this stuff a lot every day since it's happened and has been talking about it since 2016. I'm essentially on Claude Code every day now. I'm building skills. I mean, I'm using this stuff in all over the place. And I hear people say things and I'm like, that's actually really wrong. But they are well behind and they've just kind of listening to various media reports rather than even trying these things. Or you hear people who say, oh, well, you know this around, making a living as a writer or that. Or so I just want us to have more discernment around who we listen to on what topics and also follow the money. Like, how are people actually making money? So, for example, you should know by now, if you're a regular listener, how I make money from this podcast, which is we have corporate sponsors, which I shall do the ad read in a minute. And corporate sponsors are companies I work with. So I know them. I know the people, I know the products, I use the products and I'm happy to represent them on the show. And yes, they pay for advertising, but also, yes, they are good company. So I know them and that's why I bring them to you. I don't have random ads. I have these personally chosen ads. Plus I have my patrons, thank you, patrons. And that's how this podcast is free for most people, is because I can support my time and the costs for all the things it takes to run a podcast by that sponsorship. So something to consider if you are listening to anybody, is to think about, okay, how do they actually make their money? So Robert Topping makes money from selling books, physical books, in physical stores. So yes, you can trust him on that. So on this, I was laughing because he says he is appalled by non book product. Now that made me laugh. So non book product, he won't stock games or toys or notebooks or anything else that you might see in other bookshops. Toppings is full of books only. And this also made me laugh because of course, sometimes authors can get carried away with non book product. But at the end of the day, we are authors. So that is where we should really be focusing. Then, of course, while Toppings is full of books, it certainly sells books. The danger is obsolescence. So he said the books have to sell. They cannot stay on the bookshelf forever as there is limited physical space for one. But also, regulars come in every week to buy new books and they want to see things change. They want new stock to come in, they want to browse areas that maybe they haven't for a while and find new things. So this is the thing a physical bookstore has to think about, how they actually make their money. And they make their money from books going out the door. So when authors get books into bookstores, remember, they don't stay there often. They're returned sometimes within three weeks. A month, books will get returned. So some things to keep in mind if you want to sell to physical bookstores, which I don't particularly. In fact, I on the table I was sitting on for the lunch, someone said to me, oh, are you here to pitch them? And I'm like, no, I'm not pitching them. They want 55% discount. And one, I just don't want to do that. But two, I'm not actually interested in being a local author. I mean, you are far more likely to get in to bookstores and libraries and all that if you are local. And that's your sort of point of difference. And of course that is wonderful if you enjoy that, but it's not something I want to do. And the 55% discount, of course we do that on Ingram Spark as well, but that makes it very hard for us. So that's not something I want to do. But of course from their perspective, from the bookstore perspective, that's how they make their money. So just really thinking about the reality of the money game is important then talking about the business. Toppings does a great job with multiple streams of income. They have several events per week with authors and if you buy a ticket you often get the hardback book or the paperback book, many of them signed. And they also get a whole load of extra ones signed and they sell wrapped signed first edition hardbacks at higher prices. So this is the experience economy at work. People want to hear the author talk about the book or several authors in conversation. People get an evening out in a lovely location. And Toppings in Bath really is a lovely location. If you have visited it in the past, it is now in a new area where from where it was before. It used to be up the hill and now it is right next to the cathedral and the Roman baths. And it is in this beautiful old Quaker chapel with gorgeous high ceilings and lots and lots of books. And there is a basement full of more books, a very big poetry collection. They have everything. I mean it's really an excellent, excellent bookstore. So that is Toppings in Bath and also in other bookish locations around the uk. And then of course, physical events and interacting with people in the real world are the ultimate double down on being human in an age of AI, which we all need to do more of. And on the Wish I'd Known Then podcast last week, Jamie and Sarah have an episode on 20 Ways Authors can signal Humanity and build reader trust Trust. Some of the ways include showing your face and using your real voice. Even if you hate being seen and heard, it is a good time to be real. And yes, there are AI avatars for video. And yes, there are AI voices. In fact, you'll have heard my own voice clone on the tips episode a couple of weeks ago or for my audiobook fiction. But it's still my voice. But this of course is human me. I hope you can tell the difference. I would never do this intro with my voice clone. And of course if you hear me laugh like this, then it is me. It's not my voice clone which doesn't laugh at the moment at least there's so much I do on the fly when I do the podcast, although of course I I do all the prep and I write a lot of this out first. But it's not just narration as you can probably tell, and any kind of AI voice just narrates what is written at the moment. Again, of course I'm sure it can do on the cuff off the cuff stuff in the future, but for now at least it is far more as to what has been designed. Although immediately I'm thinking of NotebookLM where you can interrupt the hosts and they will talk with you on the fly. So yes, if you do the NotebookLM generation of audio interviews and discussions you can actually interrupt them. But for now this is not my voice clone. So back to the Wish I'd Known Then episode. Other tips include producing beautiful physical books which we all love and many items signing them since AI definitely can't sign books yet. And again, even when they do the AI doing it or the robot doing it, that's not the same. Many businesses that are AI first and doing a lot of digital books are not spending the time and effort on beautiful physical editions. Also other tips share your work in progress and talk about it along the way. And I've always done this, not the actual words in progress. I'm never going to do that. But I talk about where I am with my books, the ups and downs, sometimes the very long process that's involved. For example, by the time my Gothic Cathedral book happens, you'll know long term listeners will know it's been going for at least six or seven years at this point. But my Shadow book took a decade. So yeah, sharing about things along the way, the very human aspects. I mean anyone who's generating a book with however they want to do it is not going to take a decade. Jamie and Sarah also talk about sharing personal human stories and if you've listened to their show you'll know that Jamie has talked a lot about grief and how that has affected her after her sister died, which brings listeners closer. And of course it's not sharing in any calculated way, it's real human sharing of experience and hoping that helps other people too. Other tips include curating content for readers and of course I do this here and on my fiction email list where I share what I'm reading. Fiction wise I read fiction every night in bed so I get through a lot of books and there are lots more tips over on Wish I'd Known Then podcast, which is a great show and I know Jamie and Sarah are real as we've hung out at conferences together for more than a decade now. I also think this double down on being human is also about doing more human things as well. It's not just about doing work things, about doing more human things. And I know some people love having AI generate all this stuff like it can do a lot of work for you, whether that's words or social media posts or images or whatever. But I just don't see the point in this. I do not see the point in just going faster and working more with AI tools. We need to use the opportunity to do more personal things and more human things. So yes, I am an AI assisted artisan author, but at the moment I am spending time, as I mentioned, I'm building skills. I'm working with Claude code with the entire aim of automating so much in my business that I can do more walking, I can do get out more. I was in Oxford at the weekend at another event I'm trying to be out more walking along the canal again now the weather's got better. And just in general making like not being a machine. Don't be tempted to behave like a machine and churn out more and more, faster and faster, but spend the time being a human. So I have a quote that I come back to when I feel like I'm possibly doing busy work. It is by Pico Iyer, who is a travel writer and he has a book called Learning From Silence. Learning From Silence. And he says the point of being here is not to get anything done, only to see what might be worth doing what is worth doing what is worth spending your limited amount of human time on. What is worth doing for you. And that is my question for you this week. Feel free to leave a comment or let me know or email me. JoannaTheCreativePenn.com and one of the areas of course that is worth doing is writing and editing. And that is my attempt at a small smooth transition into ProWritingAid has a spring sale running 1st of April to the 13th of April, so it starts this week offering 25% off all annual licenses as well as story editing credits for manuscript analysis, marketability analysis and virtual beta reader reports. So that is prowritingaid. You can use my link which helps the show. Yes, I'm an affiliate. Thecreativepen.com prowritingaid thecreativepenn.com prowritingaid and I use prowritingaid myself. I still think it is fantastic. So in personal news, I'm working hard on my essays for the masters. I really this week I have to get these two finished one on theological approaches to assisted suicide and the other on death in Modern Orthodox Judaism. I fully intend to finish those this week. I've definitely found this course has helped me think more deeply about things and quite differently actually. When you study these topics and read a lot more widely. I can certainly recommend a Midlife Masters if you're thinking that you would like to. I don't know, it's not even a change of direction really now I feel like it's just underpinning a lot of the things I think about and has helped me. Yeah, I mean it's given me lots of ideas and in fact one of the ideas was for Bones of the Deep and I did finish the audiobook last week with my Voice cologne and I just need to do the book trailer and the launch video for the Kickstarter. But given the essays, looks like I will now push the launch into probably mid to late April. I was going to do it after Easter weekend, but no, next week has to be essay week and the following week will probably be Kickstarter week and then I will be moving into my dissertation as well. I've even started the writing on that which is on digital necromancy and I will tell you more about that another time. But it takes such a different headspace to do academic work and book trailers. These are two very, very, very different things. So yes, if you're interested in Bones of the deep jfpenn.com bones coming soon and as I mentioned, I have been building Claude skills for repeatable publishing tasks using Claude code and I'm working on a plugin for translation. It's essentially a set of skills that can be run in sequence to do a particular job. And I've just started experimenting with turning my books my non fiction book skills so you can use them more usefully. Now if you don't have a clue what I'm talking about, don't worry, I will be explaining this more. I'll be showing patrons how to do this. I think it's going to be a very interesting way, especially for kind of self help non fiction to help people use the book in a far more practical way. And on this I asked Damon at BookFunnel about delivering Markdown files. Now if you know a bit about the AI stuff, a lot of the the work is done in markdown files and so he has said that hopefully this will be a thing in the near future. So I would be planning on maybe selling skills selling books as markdowns so that you can use them with AI tools, that kind of thing. So as I said, if you're a patron, I'll be doing some demos soon. I am planning to do an AI webinar probably may June at this point, depending on other things in terms of timing. But for a couple of years now we've been talking about the promise of AI agents and now we are there. We're certainly there with what is super, super useful. And I've been doing a bit of consulting around helping people build skills for their businesses, which has been really fun. Again like something I'm thinking of maybe adding on as a income stream in my business. So yeah, if you are doing something similar, if you are building skills and plugins in claw code, or if you're interested in this kind of consulting, email me. Joannathecreativepen.com I don't have a clue right now as to if I'm the only one really looking at this kind of thing. Obviously there are other people looking at things like automations, but what I'm looking at is kind of done for you, stuff that you can just side load into your Claude and then work is done for you. I mean I think it's, it's just very, very interesting, fascinating stuff. Much more to come on that. So thanks for your emails and comments and photos this week. ActNatural 952 on YouTube said on Anne and Neil's interview, what a great interview. For some reason with this one I really felt so strongly your skill as an interviewer. Thank you so much for saying that and I really appreciate the kind words because interviewing two people at once is so hard. It is really difficult and I generally say no. Like people will say oh I co wrote this book with so and so and I'm like well I'm only interviewing one of you because interviewing two people is a nice nightmare. But I clearly couldn't say that to Neil and Anne. And also they used the same mic, which does help because they talk over each other less but also how could I say no? So I'm glad you enjoyed it. Okay. Please leave a comment on the podcast Show Notes atthecreative pen.com or on the YouTube channel. You can email me, send me pictures of where you're listening or your favorite cemetery or churchyard. Joannathecreativepen.com I love to hear from you. It makes this more of a conversation. And I've also heard from some people recently who have got emails from supposedly me but actually an AI scammer using my name and they have known that it wasn't me. So that's really good. I will not be pitching you to come on this podcast is very, very unlikely to happen. And in fact if you get pitched by anyone with a famous not that I'm famous, but in a small niche on the Internet, people know who I am. But you may hear from, I don't know Elizabeth Gilbert, or you may hear from James Patterson, or you may hear from a top agen at Penguin Random House or a film director at Disney and they'll be like your book is amazing and here's all the ways your book is amazing. I would love to work with you and that is very likely to be a scam. I'm so sorry about that. But these things, goodness me, I get probably 10 to 20 a day at the moment of scam emails. So please be very careful out there. And my email is joannathecreativepenn.com so if you do hear from supposedly me, please do email me and ask me if you are concerned. But it is probably not me me right? So today's show is sponsored by Draft2Digital which I use to publish ebooks wide to stores like Apple Books and Nook and also library services. I also use it for payment splitting with my co written book the Relaxed Author with Mark Leslie Lefebvre. And payment splitting is super useful if you're co writing. You don't have to deal with splitting the royalties manually, they also do Print 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 draft 2 digital print D2D print now I'll just duck into the ad there and say customer support. This is the main reason you would use draft 2 digital in my opinion around Print. If you've used other companies around Print and want help, you won't get any basically or it will be much, much harder. Whereas D2D print do have customer support, with D2D prints you can convert an ebook to a Print on Demand file with just a few clicks, turn an ebook cover image into a full wraparound print cover in seconds, choose from dozens of beautiful interior layouts, choose from a variety of industry standard trim sizes and formatting options. Distribute worldwide. For your print on demand books you can use free RBNs, you can order author copies within 32 countries and they will not have the proof stamped on your book and you can use free change tokens tokens every 90 days to make updates to your published print books. All of this and more with no setup or recurring fees. Print on Demand is a game changer for indie authors because while brick and mortar bookstores can't physically stock every book, they can check for the print on demand availability when a customer requests it. If you only publish digital books, you could be missing a huge opportunity to reach more readers. Let's fix that with D2D prints. That's draft2digital.com this type of corporate sponsorship pays for the hosting, transcription and editing, but my time in creating this show is sponsored by my community@patreon.com thecreativepenn thanks to the 12 new patrons who've joined over the last 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 on writing, craft, author, business and AI tutorials. Last week I shared the monthly Q and A extra solo podcast episode where answer questions on all kinds of things. 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. 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 TheCreativePenn Right, let's get into the interview. Matt Cardin is the multi award nominated author of eight books at the Convergence of horror, relig and Creativity. His latest book is Writing at the Wellspring, Tapping the source of your inner genius, which is fantastic and I actually blurbed it as a guide for writers who welcome the dark and hunger for meaning. If the page is a threshold, this book will show you how to cross. It is a great book. So welcome to the show, Matt.
