The Creative Penn Podcast For Writers

Episode: Writing Horror With Boris Bacic
Host: Joanna Penn
Release Date: October 28, 2024

I. Joanna Penn's Insights

A. ISBNs Made Easy

Joanna begins the episode by addressing common questions new authors have about ISBNs. She highlights a recent guide by the Alliance of Independent Authors titled "ISBNs Made Easy," which delves into the importance of owning ISBNs, their usage across different formats, and common pitfalls to avoid. She emphasizes the necessity of understanding ISBNs for successful self-publishing, pointing listeners to selfpublishingadvice.org for more resources.

B. Written Word Media's 2024 Author Survey

Joanna discusses the comprehensive author survey conducted by Written Word Media, which garnered responses from over a thousand authors. Key insights include:

• Motivations for Publishing:

  • "43% of respondents said they want to make money from their book." (02:15)
  • "19% indicated I want my story to be told."
  • "16% stated writing is a hobby I enjoy."

  Joanna underscores the importance of understanding one's motivation, noting that those who aim to make money are more likely to invest in marketing and business strategies, which correlates with higher income brackets.

• Income Breakdown:

  • "46% of authors earn $100 or less per month from their books." (04:10)
  • "17% are earning between $2,500 to over $20,000 a month."
    Joanna attributes higher earnings to prolific publishing and consistent presence in the market, highlighting her personal goal of reaching 50 published books.

• Marketing Challenges:

  • "78.5% of respondents cited marketing as the hardest part of self-publishing." (05:30)

  She reiterates the pay-to-play nature of online platforms and the necessity of dedicating resources to marketing efforts.

C. Taylor Swift's Foray into Self-Publishing

Joanna covers Taylor Swift's recent decision to self-publish a commemorative book about her "Eras Tour", which will be exclusively available at Target. She comments:

• "Taylor Swift is a phenomenal businesswoman." (07:00)

  While celebrating Swift's venture, Joanna notes the distinction between her professional team and indie authors, emphasizing that Swift's approach isn't directly applicable to most self-publishers.

D. Seth Godin on Audiobooks and AI

Joanna delves into Seth Godin's perspectives from his latest book, "This is Strategy", and his blog post on audiobooks:

• "I'm listening more than reading these days... a good audiobook can make a real impact." (08:00)

• "I think we're about a year away from the majority of audiobooks being narrated by AI." (08:30)

  Joanna shares her enthusiasm for audiobooks, highlighting their flexibility for non-fiction and the potential shift towards AI narration. She also discusses her own experiments with AI-generated podcast segments, praising AI for efficiently handling tasks but lamenting its inability to replicate human nuance and vulnerability.

E. Joanna's Projects and Updates

Joanna updates listeners on her latest works and ongoing projects:

• New Short Story: "Seahenge" is available for pre-order on jfpenbooks.com, featuring dual narrations with both female and male voices.
• Kickstarter Fulfillment: Backers of "Blood Vintage" received the ebook and audiobook of "Tree of Life". Joanna urges backers to complete surveys to facilitate print edition fulfillment.
• Upcoming Second Edition: She is finalizing the second edition of "How to Write Non-Fiction" and preparing for her presentation at Author Nation, focusing on AI's impact on authors in 2025.

II. Interview with Boris Bacic

A. Introduction to Boris Bacic

Joanna introduces Boris Bacic, a best-selling horror author from Serbia with over 30 books and short stories to his name.

B. Boris's Writing Journey

Boris shares his path into writing:

• "I started writing when I was a kid... it just kind of morphed into horror." (22:27)
• "After about 20 or so unsuccessful stories, one of my stories went viral." (22:40)

His initial foray into writing short stories for platforms like Creepypasta and Reddit's NoSleep forum eventually led him to self-publishing, inspired by his viral success and the potential of platforms like Kindle Unlimited.

C. Understanding Creepypasta and Horror Tropes

Boris explains Creepypasta as a platform for scary short stories that gained popularity through YouTube narrations and animations:

• "Creepypasta.com was a website where lots of scary short stories would be hosted... similar subreddit came out, which was NoSleep." (23:53)

He discusses the evolution of horror tropes within these communities, noting an oversaturation of rule-based horror themes, such as not entering a place after midnight, which influenced his first anthology, "A Security Guard".

D. The Horror Genre: Misconceptions and Evolution

Boris addresses the stigma surrounding horror:

• "There's still a lot of stigma around horror. People think it's all about bloodbaths or occult Satanism." (27:00)

He emphasizes the genre's diversification into psychological thrillers, romance, and fantasy, highlighting that modern horror often delves into personal fears like loss, isolation, and claustrophobia. This nuanced approach appeals to a broader audience, even those who might not traditionally read horror.

E. Writing with a Sense of Place: Serbia's Influence

Boris discusses how his Serbian heritage influences his writing:

• "Serbia is a very superstitious place... my hometown was number one by suicides in all of Europe." (33:48)

He integrates local superstitions and the dark history of his hometown into his novels, blending folklore with contemporary horror elements. This deep connection to place enriches his storytelling, providing authentic atmospheric buildup.

F. Short Stories vs. Novels: Balancing Creative Approaches

Boris elaborates on his preference for writing both short stories and novels:

• "Short stories allow me to explore ideas without the commitment of a full novel." (42:22)
• "I've written both. Series sell way better... leaving books with cliffhangers naturally sell much, much better." (56:33)

He likens writing a series to developing a TV show, where multiple characters and evolving plots keep readers engaged. Boris finds that series foster a dedicated readership and generate consistent income, unlike standalone novels, which may not retain reader interest over multiple books.

G. Marketing Strategies and Kindle Unlimited Success

Boris shares his marketing tactics that have led to success on Kindle Unlimited (KU):

• "I started publishing more books and running Amazon ads... now my books are gliding very nicely, doing everything organically." (50:02)

He attributes his success to:

• Prolific publishing to feed the algorithm
• Strategic use of Amazon and Facebook ads
• Engaging in Kindle Unlimited and leveraging 99-cent deals
• Building a loyal reader base through consistent releases

Boris contrasts his experience with another author, David Viagut, who found greater success through direct sales outside KU. He emphasizes that marketing effectiveness varies per author, urging flexibility and experimentation to discover what works best individually.

H. Overcoming Challenges in Self-Publishing

Boris discusses the unpredictability of book success:

• "Sometimes books are just dead on arrival... But you can still use those books as reader magnets." (48:12)

He advises authors to persevere despite setbacks, utilizing underperforming books to attract new readers or repurpose content creatively. Boris believes there's no one-size-fits-all approach in self-publishing and encourages authors to explore multiple avenues.

I. AI and Audiobook Narration

While Joanna touches on AI in audiobooks, Boris also reflects on the future of AI in narration and its implications for authors, although detailed discussions on this topic are minimal in the interview.

J. Networking and Community for Horror Authors

Boris admits limited connections within European horror writing circles:

• "I connect with horror authors from America because that's how I started." (60:48)

He expresses interest in expanding his network but faces logistical challenges due to geographic distances and costs.

III. Conclusion

Joanna wraps up the episode by thanking Boris for his insights into writing horror and navigating the self-publishing landscape, especially within the Kindle Unlimited ecosystem. She encourages listeners to engage with the content, share their thoughts, and stay tuned for future episodes focusing on returning to self-publishing after traditional deals.

Notable Quotes with Timestamps

• Joanna Penn:

  • "43% of respondents said they want to make money from their book." (02:15)
  • "46% of authors earn $100 or less per month from their books." (04:10)
  • "78.5% of respondents cited marketing as the hardest part of self-publishing." (05:30)
  • "Taylor Swift is a phenomenal businesswoman." (07:00)
  • "I think we're about a year away from the majority of audiobooks being narrated by AI." (08:30)

• Boris Bacic:

  • "Horror has branched out into a multifaceted genre where it blends with psychological thrillers, romance, fantasy, everywhere." (27:00)
  • "Short stories allow me to explore ideas without the commitment of a full novel." (42:22)
  • "Series sell way better... leaving books with cliffhangers naturally sell much, much better." (56:33)
  • "Sometimes books are just dead on arrival... But you can still use those books as reader magnets." (48:12)
  • "I started publishing more books and running Amazon ads... now my books are gliding very nicely, doing everything organically." (50:02)

Key Takeaways

• Understanding Motivations: Recognizing whether you aim to make money, tell a story, or pursue writing as a hobby significantly impacts your self-publishing strategy and potential income.

• Prolific Publishing: Consistently releasing a high volume of work increases visibility and aligns with platform algorithms, particularly on Kindle Unlimited.

• Diversified Marketing: Utilizing multiple marketing channels, including Amazon and Facebook ads, can enhance book visibility and sales.

• Genre Evolution: Modern horror extends beyond clichés, incorporating psychological elements and diverse sub-genres like folk and space horror, appealing to a broader audience.

• Short Stories as Tools: Short stories can serve as creative outlets, promotional tools, or standalone revenue sources, offering flexibility without the commitment of full novels.

• Embracing AI and Technology: While AI offers new avenues for content delivery and production, maintaining human elements like vulnerability and emotional depth remains crucial for authentic storytelling.

For more insights, resources, and to connect with Joanna Penn, visit thecreativepenn.com.