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 Joanna Penn and this is episode number 789 of the podcast and it is Saturday the 4th of January 2025. As I record this in today's show, we are getting into writing craft with my editor and fiction expert Kristin Tait. We discuss her new book novel Decoding the Secrets and Structures of Contemporary Fiction. Now we do kind of split the episode into two. We talk about aspects of fiction and what writers get wrong and how to improve. And then we also talk about writing a nonfiction book because of course this is a nonfiction book about fiction and how we can take our knowledge off the page into more of a community. So that's coming up in the interview section in Writing and Publishing Things. Jane Friedman has just updated her key book publishing paths and it is a big update. It is now a two page overview of all the different ways to get your book into the world. And I've been monitoring this and Jane has been updating this for over a decade and I've mentioned before the great splintering of business models and social media and there are so many ways forward now. It is not just trad versus indie. And I remember back when Jane's diagram just literally only had a couple of options on now there are many things. She includes big five and mid sized publishers, university and scholarly publishing, professional and educational small presses, what she calls no advance publishers. And that's there's quite a lot of those now. No advance but a bigger share of royalty and rights, share rights, sales, publishers who will partner with authors. Then she gets into hybrid publishing, paid publishing services, self publishing, social publishing and then a list of grey areas and controversies. As I said, this is only two pages with loads of info on it is well worth a look. The only thing I don't like about it is the order it's presented in, as if there is a hierarchy of value that starts with the big five and goes down from there. But then I am British so I am acutely sensitive to hierarchy. And Jonathan, my husband, is a New Zealander and he finds it quite funny that I'm so sensitive to hierarchy he just will be oblivious to this kind of thing. But I'm like, ooh, but sometimes people don't even mean it in that way, but I feel it. But I think it's more of a Choose your own adventure in publishing these days. So do your research, find the best option for you for this book and for each book over time. Most established long term authors use multiple paths for publishing these days, so that is@janefridman.com Keybook Publishing Path and I'll link in the show notes now. However you publish, you need to understand copyright and how rights licensing works, because that's essentially how we make money. My US agent Renee Fountain has an article on her site about sub rights and why it's important to understand how many ways your book can make money. She goes into foreign rights, film and TV audiobooks, merchandising, dramatic rights, first and second serial rights, and why these sub rights matter. As advances shrink in traditional publishing so that you can get paid multiple times, you need to consider who controls what and how that impacts your career, how royalty splits work and include reversion clauses, she says. Understanding subwrights isn't just about protecting your intellectual property, it's about maximizing your book's potential. While you don't need to become an expert, knowing enough to ask the right questions is essential and that is@reneefountain.com links in the show notes on the Kobo Writing Life podcast A wonderful interview with CEO Michael Tamblyn, who is consistently one of the most inspirational people in publishing and also one of the nicest who I've met anyway. I first met him over a decade ago at the launch of the alliance of Independent Authors in London. I've heard him speak multiple times at publishing events and he is always so positive about indie authors and self publishing, far more so than a lot of people in the publishing industry. I've also, even back in the days when there were parties, cobo parties at London Book Fair. I've even had a boogie alongside him and I definitely think a lot of him as you can tell, and so this interview is really worth listening to. He talks about the importance of indie authors to Kobo and how innovative the indie author community is about finding and reaching readers as well as craft aspects. He says indie authors will be the first through the door if we want to try something new or they will be the ones who see that there is a need for or desire for a certain kind of story or a certain kind of subject and just jump into that and write the books that are needed to satisfy that demand. In terms of the biggest changes he's seen in the industry, he says the disintermediation of publishers and authors being able to go directly to platforms, authors being able to reach an audience that just never existed before, and the idea that you can have hundreds of thousands of authors all going onto platforms, finding their own audiences, building careers without a publisher in the middle, I think we're only seeing the beginning of what that looks like. He also says another big change is subscription models versus selling books one at a time, and not so much from the point of view of the business model, but in terms of what it means to readers discovering new works, because readers in subscriptions are more likely to try different books from new authors they don't know. So there's lots more in the interview at the Kobo Writing Life podcast, available wherever you're listening to this and there is a transcript on the website. So looking forward into the year ahead, Written Word media share the top 10 publishing trends for 2025. Unsurprisingly, it includes authors focusing on building loyal audiences as well as investing in email marketing and experimenting with pricing. Nothing new there, I think. Direct sales continue to grow and AI tools become more mainstream along with licensing and intellectual proper innovation due to opportunities with generative AI. The article goes in depth on each of these topics and from the AI section they say Once viewed with skepticism and controversy, AI has evolved into a powerful ally in the writing process, especially as a marketing and productivity tool for countless authors. Now, I don't think that the skepticism and controversy has gone away quite yet, but certainly it's definitely a lot more mainstream than it has been, the article says. By 2025 it's expected that AI's role in publishing will be widely accepted, if not celebrated. Cameron Sutter of Plottr shares this forward looking insight. The war against AI used by writers will all but be over again. I don't think that's happening quite yet, and actually I think there'll probably be just a stratification of how people use AI, really. But the article says this shift reflects a growing recognition of AI's potential to enhance, not diminish, the creative process. Authors are increasingly turning to AI for assistance with productivity. A quote from Ricardo Fayette, the co founder of In a time where authors are expected to take on more responsibilities than ever before, finding ways to automate your non creative tasks is crucial. From social media posting to advertising, email sales, fulfillment or tax management, you can expect 2025 to bring even more tools to help authors regain precious time and sanity. And obviously I totally agree with that. In terms of AI and audiobooks, I'm quoted surprisingly as saying expect AI narration of audiobooks to go mainstream. The Indie Author magazine's unveiling 2025 indie authors gear up for AI innovations and craft Renaissance also has an article and I'm quoted in there rights licensing will 2025 as authors have the opportunity to license their books for AI training? Keep an eye on createdbyhumans AI who have already partnered with the Authors Guild in the usa and there will be other companies emerging as well. The expansion of AI agents described as text to action or text to Employee will also give authors more options to outsource non core tasks around business and marketing. In the same article, Anna Featherstone, Ally's Non Fiction Advisor, points to an increased emphasis on quality. The 2025 tea leaves point to the continued off the Richter scale quality of indie books. Readers will be even less tolerant of mediocre writing or editing, bland voice, repetitive content and poor production. Authors who work on their craft, focus on niche subjects, solve pressing problems for readers, and share punchy fresh personal non AI insights will benefit by capitalizing on reader recommendations and direct sales models. More traditional publishers will actively seek out backlists and new works from indie authors. After all, why not pursue indie authors who already have devoted followings rather than picking up manuscripts from the slush pile and starting from scratch? Indie authors will then need to decide what particular works and what business models will make sense for their evolving business on top of these things. And obviously I've been talking about a lot of those things and I guess what's always surprising to me or not surprising, but you know, I talk about things years in advance and it was 2020 when I wrote that book on AI and someone asked me the other day what needs to be updated in that book and I said actually pretty much nothing because everything I wrote in that 2020 book is now coming true. So what I might have to do at some point is write another one for the next five years. Like what it will be like in 2020 30, like AI audio for example, and rights licensing and all these things I guess have taken longer than I expected. Even Blockchain, which obviously had a bit of a down couple of years, is coming back under the Trump administration. So interesting times. So here are some other specific things to watch out for in 2025 that will impact indie authors. So first question and something that should be answered Pretty soon will TikTok be banned in the USA? Many authors use TikTok and it sells a lot of books for some authors. The Biden administration passed a law to ban it since it's owned by a Chinese company, and there are national security concerns around data collection of American people. And also the way the algorithm pushes divisive content. If it is sold to the to a US company, then it won't be banned. But does banning the app violate free speech? That's the discussion. President Trump or incoming President Trump has asked for the decision to be left until after he's been inaugurated. But apparently the Chinese have also said the TikTok algorithm cannot be sold to a US company. Now personally, I don't think TikTok will be banned completely because I think President Trump will do some kind of deal, but I do expect it to change. For example, maybe the TikTok brand is retained, but the algorithm will completely change because China won't let that be seen. I think there's a very good reason they won't let it be seen by an American company. One, because it works really well, but two because there probably are some very divisive things in there. But the algorithm of course is what has made it so successful. So if you rely on TikTok for your sales in the USA, then as ever make sure you're getting people onto your email list and onto other social media just in case. Even if TikTok sticks around, it will probably behave differently, at least in the usa. Will Tariffs on China Increase the Price of Books? So President Trump is also talking about tariffs on Chinese products and many traditional publishers and also indie authors print a lot of books in China. So if this happens, this will impact the price of books. Of course there are printers in the usa, but it would have to scale up production and would be more expensive. But basically expect the profit margins on print book sales to decrease if tariffs go up. Important to remember if you're selling direct through Shopify or Kickstarter. And it also may increase lead times on print on demand services if more publishers move into that in 2025. I would also expect some small publishers who rely on that margin for print products for their business model to go under. I think that is probably likely to happen for small businesses. Will the various AI court cases get settled and AI licensing become the new normal for publishing? So yes, I think this will also happen. There are far more licensing deals being done with publishers than there are lawsuits at this point. So I would expect the open cases to be settled probably out of court and for publishers and authors to start doing more licensing deals. I would love to sign some AI licensing deals in 2025. And the most important thing, as I've said before, watch out for your contracts. Everyone retain AI licensing if you can or make sure you can get some money for it even if it's small at the moment. And I recomm recommend making sure any AI licensing clauses are non exclusive so you can license it through a publisher but also do licensing deals yourself in the future. Now if you think this is making too big a deal of it, you might not remember depending on how long you've been around in publishing. But back in the days before ebooks or in the very early days of ebooks, the publishers sent around these addendums like oh just sign this giving us digital rights because it won't be a big deal. Obviously so many authors just agreed addendums around ebooks and digital rights, which of course what the hell is digital rights? I mean that could include audio, it could include subscription, obviously ebooks, it could include anything non physical so it could include VR, AR, all these things AI licensing. So the definition of digital rights in itself is problematic. But one of the examples I love to give J.K. rowling did not sign that addendum and built her, I don't know, multi million company Pottermore off the back of retaining digital rights. And if you buy ebooks or audiobooks of Harry Potter, they are published by Pottermore. So will AI licensing rights be similar? Who knows. But it's certainly worth protecting the upside of the potential years ahead. And remember how different the world is now from when ebooks really started to go mainstream. The Kindle launched in 2007 and the iPhone launched in 2007, so we are a long way from that now. In personal news, how to write nonfiction. The second edition is out now in all formats on creativepennbooks.com if you pre ordered it. The files were delivered on New Year's Day. Please check your spam folder for an email from Book Funnel if you didn't get it. Or email me if you have an issue. Joannathecreativepen.com the book will be everywhere from 31st of January 2025. All the links are at thecreativepen.com writenonfiction2 number and actually the audiobook narrated by me is already on a lot of different platforms, so depending on where you're listening. For example, it is already on Apple Books and it's already on Spotify and a whole load of other audio platforms. It's difficult to control the date it goes out so that is there. And of course lots of bundles on my store as well. I'm also doing a free live webinar next week as this goes out hosted by Reedy. It will be on seven steps to write your non fiction book in 2025 and I'll be doing a presentation and doing Q and A. So if you'd like to join me, come along on 15th of January, 3pm US Eastern, 8pm UK. You can register for that at thecreativepen.com readsy25 thecreativepen.com readSy25 I have also started my desert book. As I have mentioned before, this is a book I've had ideas about for a long long time. I've been fascinated by the desert since I was 8 years old and we flew down to Malawi where my mum was living at the time and we flew over. This is in Malawi's in Central Africa but we flew over the Sahara Desert and I still have the memory of going up to the cockpit back in the days when kids were allowed in the cockpit and looking out over the Sahara desert in the sunrise. It was such a big deal for me and I just been fascinated with the desert ever since. So I've already written the Author's note to the book and I have actually started writing that thriller. I'm so ready to write some fiction. It's so interesting how after doing a non fiction project I just get desperate to write a story. So that is happening. Also, thanks for your emails and comments and photos over the last few weeks. There have been many, many of them and many responses to my year end roundup and my 2025 go. We've been discussing it all in my Patreon community so I have lost track of a lot of them but a few pictures. Ellen Bard, who was in the episode on Self Care, sent a picture from Bangkok saying listening to the Charles Duhigg episode in our condo watching the sunset over Bangkok and that was fantastic. Ashley sent a photo of a cemetery in Springfield, Illinois saying this is where I listen to your podcast and the part about the cemetery. Very soothing. I'm a writer but more a musician, but I can apply a of your artist tips to both mediums which I really appreciate. I also had a comment from someone this week saying they have a small business and a lot of what I talk about is applicable to just a general small business, which is also true. And finally on YouTube, William2Norman said on the Self Care episode I didn't realize how much I needed to hear this until I started listening. Thank you. Thanks so much everyone and please leave a comment on the podcast show notes@thecreativepenn.com or on the YouTube channel channel or message me on X at the Creative 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 today's show is sponsored by prowritingaid because however you choose to publish, whether you go indie or you want a traditional deal, you need to make your book the best it can be. ProWritingAid is one of my absolute must use tools in my writing process. Firstly to go through my first draft before printing and hand editing and then again after I put the edits into Scrivener since I always make more mistakes and I do all of that before sending to Kristen, my editor and we actually talk a bit about this in the episode today. I use prowritingaid for every book and every short story and I use it with Scrivener, but you can use it with other software or online. I work through each chapter which is more manageable than doing a whole document. ProWritingAid knows all the rules of editing and helps you apply them. And of course you can choose not to make the changes as you like. Like it helps with making your writing more active. Finding repeated words, finding words and sentences you could improve, adding sensory detail, sentence structure, grammar and punctuation issues, as well as typos, spacing problems, and more. They also now have a set of useful reports including story strengths and weaknesses, areas for improvement, and other analysis. Using AI tools to help improve your writing and this is AI assistance, It's definitely viewed as assistance. It's not AI writing. Why use software to help? Why don't you just learn all the grammar and rules and apply them yourself? Well, we all use tools to improve our process and we're often blind to our own writing issues. It helps to have another pair of eyes, even if the eyes are software. Won't an editor do all this? Well, yes they can, but I'd rather pay my editor Kristen coming up today to fix the things that the software can't. And at the end of the day we are writing for humans. So having a human read the book is a really good idea. But I use ProWritingAid as my essential editing tool before sending to my human editor. Check out the free edition or get 15% off the premium edition by using my link. Prowritingaid.com Joanna J-O-A-N-N-A that's prowritingaid.com Joanna this type of corporate sponsorship pays for the hosting, transcription and editing, but my time in creating the show is sponsored by my my community@patreon.com TheCreativePen thanks to the 17 new patrons who've joined over the last few weeks and thanks to everyone who's been supporting for months and years. If you join the community, you get access to everything all my backlist videos and audio covering topics on creativity and writing, craft, AI, business, mindset, and my Patron Only Q and A solo episodes in the last few weeks we've been discussing last year's achievements and next year's goals. I've also shared my prompts for Google Gemini Deep Research, which I really love. And I did a December Q and A solo show, which is nearly an hour of me answering questions from patrons. 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. And we have live office hours at the end of January with a recording as well if you can't make it live. So if you get value from the show and you want more, come on over and join us@patreon.com the Creative Pen right, let's get into the interview.
