Mary Robinette Kowal On Writing Disabilities & Book Marketing Outside of the Box

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

Ad: Whether you’ve written a novel, memoir, poetry, non-fiction, young adult, or children’s book, you need a website to promote your work of art. PubSite is here to make that easy. PubSite allows every author, regardless of budget, to have a great looking, professional website. This easy to use, DIY website builder was developed specifically for books and authors. Whether you’re an author of one book of fifty, PubSite gives you the tools to build, design, and update your website pain free. Build your website with a 14 day free trial, or hire PubSite to set up the website for you. Authors like Tom Clancy, Robin Cook, Janet Daily and hundreds more use PubSite. Visit PubSite.com to get started today. That’s PUB-SITE.com

Mindy: We're here with Mary Robinette Kowal who is the author of The Spare Man. She is here to talk to us all about what to do when your book marketing plan goes awry, which I think is a wonderful topic for any and all people out there in the world - not even just writers. What to do when shit goes bad. It's just a good topic. We're also gonna talk about real life inspiration in science fiction, writing diversity - specifically disability. So we'll just start with Mary Robinette telling us a little bit about yourself, and then also, of course, your book, The Spare Man.

Mary: Awesome, I'm really happy to be here, Mindy. I'm a science fiction and fantasy author. I was also a professional puppeteer for about 20 years, and I'm an audiobook narrator. So that's kind of the birds-eye view of what I do, and then The Spare Man is my most recent novel. It's my 10th, which is very exciting, and it's basically an homage to The Thin Man films. It's The Thin Man in space. It's a happily married couple on an interplanetary cruise ship going between the Moon and Mars and there's murder, and they have to solve the murder with their small dog.

Mindy: Of course, small dogs are an absolute must-have when solving murders.

Mary: Absolutely, and cocktails. There's no shortage of cocktails.

Mindy: Excellent. Excellent. So I wanna touch on being an audiobook narrator for a second. A lot of my listeners are indie authors and they're always looking for talent. So talk to me a little bit about how you got into being an audiobook narrator, and then what that's like.

Mary: Sure. In college, I majored in Art Education with a minor in theater and speech and took radio as part of that and sort of fell in love with that. And then used it, the voice acting stuff, with the puppetry and then started doing audio books. Actually, I auditioned. It turns out that you can just send in a reel. Publishers will hire you. So when I started, there wasn't really a route for indie authors to do audiobooks. It was all through the big publishers. Now when I'm recording for indies, it's nice 'cause there's a little bit more hands-on from the author. A lot of times I never get to talk to the author at all when I'm recording for one of the big houses. It's like puppetry without the pain. I'm in my booth right now, so I have a fancy mic.

Mindy: Oh, you sound amazing. I was gonna say that.

Mary: Thank you. Thank you.

Mindy: Your audio is fantastic. But I do think the audio book narration is so interesting in that so many people think they can do it, and they don't understand that this is a trained skill. This is an art. I love my friends, of course, if any of my friends are listening, I love you. But so many of my friends have said I would like to get into audiobook narration because I read to my kids at night and I'm pretty good at it. And I'm like, I'm so glad you read your kids. That's wonderful, and you should keep doing that. That doesn't mean you can do this for a living. These are trained voice actors.

Mary: This is 100% accurate. The other piece of it, and people don't think about this part, is that for the most part, narrators don't get to pick the work that we do. We have to pay a bill, so we will record whatever is given to us. So if you wanna check to see whether or not this is a thing that sounds appealing, what I recommend to people is that they get a book in a genre that they don't read, and they don't get a good example of that book, and then you read it aloud. And any time you make a mistake, you have to go back to the beginning of the sentence. That means stumbling on a word - saying the wrong word. We do this all the time. Grab a word from a line below or you'll swap something out without even realizing that you've done it. You'll say huge instead of big and when you're reading to your kid, that's fine, but it has to be word perfect because it is the author's words, not yours.

Mindy: There is a huge skill set. As someone who is a writer, it puts my back up a little bit whenever anyone I'm talking to asks me what I do, and I say that I'm a writer. And they say, "Oh, I've always wanted to write," or "I think I could write a book." And I'm like, "Well, then do it." You know?

Mary: Yeah.

Mindy: I've become attuned to as a creative person moving through the world, and I think everyone is creative. Don't get me wrong. I'm not being a snob on that count. The hours and the practice and the skill and the amount of toil that goes into being able to make a living at it is not a whim. It is not a "Oh, I think I could." It is, "Oh, I'm going to break myself to make this happen."

Mary: Yeah, absolutely. With all of the arts, is that someone has done it as an amateur and thinks, "Oh, oh, I can do this. This isn't hard." And they don't think about all of the hidden effort. The stuff that happens before the final product.

Mindy: Absolutely, the overnight success that took the author 15 years.

Mary: Right.

Mindy: Yeah.

Mary: Yes.

Mindy: We're speaking of time and speaking of investment and speaking of all the easy ways to trip and fall while you're going along your publishing journey. Talk to me about book marketing and what to do if you have a plan in place, if you need to build a plan, or if your plan just completely has the rug ripped out from underneath it.

Mary: There's a couple of different things to think about when you are thinking about marketing your book. The first thing is you need to define your parameters. Like how much money can you afford to spend on it? How much time can you afford to spend on it? What sort of resources do you have at your disposal? And not everybody has the same things. I'm 10 books in, and I'm a traditionally published author. And I've been in the industry for a while. So that means that I have a lot of fancy author friends that I can call on to help. I also have two assistants. They're both part-time, but that means that I have the ability to delegate things to people. When I was starting out, I did not have those things. My second novel, this is from Tor, so from one of the big six, the book came out and the first line was missing.

Mindy: Oh! Oh my God.

Mary: Just gone. And then there was another page deeper in where none of the corrections had been applied. I think it was actually a paragraph missing, which was like the paragraph in which I explained a French term that then I proceed to use through the rest of the book. So at that point, I didn't have assistants. I didn't have the reach that I have now. So the training that I always have is, if you can't fix it, feature it. And so I could not fix the first line being missing. So I set up a quiz on my website - famous novels, guess them by their second line. I had temporary tattoos. I broadcasted as much as I could. One of the important lessons, I think, is that what gets people excited is a story. So in some ways that line going missing was actually helpful because it gave me a story that I could tell. Why should you publicize this book? Because this book had this bad thing happen to it. With The Spare Man, I don't like having a story to tell, but what has gone awry with mine is that you always dive people to do preorders. Preorders. Pre-orders. There's a bunch of good reasons for that. Preorders helps anyone decide how many copies of the book to print. The number of copies of the book is printed, that helps the bookstore go, Oh, they have a lot of confidence in this.

Mindy: Yeah.

Mary: 'Cause they'll look at the print run. So there's a bunch of different reasons to drive pre-orders besides just knowing that people want the book. The Spare Man was originally supposed to come out on July 19, and we had to push the release date for reasons. When the date got pushed, that pre-order page, they didn't change the date on it. What they did was they put up a new pre-order page. So people were still able to pre-order on that old page. The existing pre-orders were all there. And on July 19th, all of those pre-orders were just canceled.

Mindy: Oh my God. So you lost them. All of them.

Mary: Yeah, it is a nightmare. And then also for reasons... I always wanna be careful when I'm talking about this because it's easy to get mad at someone, but this is a thing that happened. But one of the other pieces that happened was that my publisher has the right to sell the book in the US in English language. Not in the UK. They sold those rights in the UK and Australia, but the Kindle page went up in the UK and Australian markets. So people pre-ordered the book and all of those preorders got canceled, but as a result of that, I have to make up ground. I don't like having a story to tell, but it gives me a story to tell.

So when you're writing a press release, they wanna know why they should care. It's the same thing as when you're writing anything else. Why should we care about this? Why is this particular book important? When you don't have a story to tell of something going wrong, then you have to think about why your piece is important. What is the story, the larger story, about your novel that makes it important? I see a lot of people, you know, their press release looks like their catalog copy. A newspaper, some days they just need to fill a column inch, and if they get a good press release in that's well written, they'll just run it as it is. Back when I was doing puppetry, we would always write our press releases as if it was a news article about the fact that this company was coming to town. Frequently newspapers would run it as it was. So one of the things you can do as an author is craft those press releases so that there's a story to tell. It's like, "Why is this author special? Why is it special that this book is coming out? How does this book connect to the community that this press release is going to?" There are ways to shape a narrative.

Mindy: First of all, I think it's so clever, what your approach to missing the first line of your book. I don't think I could have handled that any better. You're right about a story mattering. So, my book Be Not Far From Me was supposed to come out in the fall of 2018. And it was written, and it was edited. And it was ready to go. I had done the edits. I think it was ready to go into copy editing, and I pitched them the idea for my book Heroine, which is about the opioid epidemic. And this was before Trump got the nomination, and the opioid epidemic was the only thing in the news. And my publisher was like, "We're going to stop the presses on Be Not Far From Me. We're going to do a speed release on Heroine." Because of the way that my releases were staggered, that meant that Be Not Far From Me got pushed back to a 2020 release. So that book, first of all, I got the idea when I was on an ill-fated hike with an ex, and the whole experience of deciding to write this book kind of came about as me being on this hike with this person that I had been in a relationship with for over a decade. And this hike was when I realized that this relationship was not going to make it. And so it was like, it is a break-up book, but then it got pushed back almost two years. And then it released in March of 2020.

Mary: Oh, I'm so sorry. I had a book come out in July of 2020.

Mindy: Yep. All of us in that window. Oh my God. I was on tour with three other authors, and it was the week of March 18th. We were flying across the country. We were doing the big book tour. And at our first one, there was the amount of people you would expect. At the second one, there was about half. At the third one, there were three in there wearing masks, and at the fourth one, they just basically had a sign on the door that said, "Come in. Sign stock one at a time, and then go home." We got the tour in, but it was miserable. And then it's like, I got home and literally we went on shut down like two days after I got home. You know what the experience was in releasing in a pandemic. People ask me about which book is your favorite, and I don't really have an answer to that. But I'll be like, I'll tell you which book of mine has gotten beaten around the most. Have a story, and this is the first of all, the inciting moment for the story is when I realized that my relationship of 12 years wasn't going to make it. Then it got pushed back two years, and then it came out in the pandemic. And you're right. Just telling that story about that book, I don't have to say anything about the book. I don't have to say what the book is about or anything like that. There's a story about the book becoming a book, and it interests people.

Mary: My book, Ghost Talkers, for reasons... It was supposed to - it came out in August 2016. August 2016, and then they sent me on tour... November. My first tour day was Election Day of 2016.

Mindy: Oh God.

Mary: Weirdly, the book did not sell well.

Mindy: No, I'm sure it didn't.

Mary: Yeah, being in July, we had the is tour gonna happen/is tour not gonna happen. Let's just go ahead and call it and let's set up virtual event. People were lonely. They wanted connection. They wanted a sense of immediacy. They wanted a sense of something ephemeral, because everything that we were doing was in the tiny little screens. I created the astronaut training center, which was Zoom. Set up a bunch of breakout rooms. Had tour guides. And the set up was that you had arrived at the astronaut training center to apply to be an astronaut. And in each room there was an actor who would do a skit and interact with you, and you got to do the astronaut training trials. We did huge pre-orders for that. We linked it to the pre-orders, and so for a virtual event, the pre-orders on that were really, really good. What I have found since is that it's again about what is the story that we're gonna tell? Yes, these two people are in conversation. Picking a topic before we go in, so that I don't wind up having the same conversation, but just with a different conversation partner every single time.

Mindy: Yep, absolutely. And that's what it's like, especially during the pandemic, when we were doing all those Zooms. It was like, I have rote answers and I try to say something different, a little different, each time just so that there's a distinction between this interview and the next one. You do get the same questions over and over, and I try to keep my answers from being rote, but that can be really hard. So you're right. Distinguishing your virtual event from the next virtual event during Covid was a huge challenge. It sounds like you found a way around that.

Mary: I was also in a weird spot because I was early enough in the pandemic that people were not yet experiencing Zoom fatigue, and late enough that I had some tricks. I had already learned some things about how to handle that because of the stuff that I was doing with SFWA for The Nebula Awards conference. Now, I'm in also an interesting place because people are not sure how to handle book tours now. They aren't sure if they should send people out. Well, sending people out doesn't work. Zoom doesn't work. I'm like...

Mindy: Nothing works.

Mary: Actually, first thing we did was we made a list of people that I know that are good conversational partners that have an audience that is likely to overlap with mine. Thinking outside the box. So instead of just looking at authors, I started looking at people from different areas. So when I am in San Francisco, I'm doing an event with Adam Savage. First of all, hurrah that I can ask Adam, but second, he's not a science fiction author. I'm talking to someone else who's an actor, and we're gonna do a small skit. What are the other avenues? It's very tempting to reach for exactly the same thing every time. It's the reason that everybody was doing book trailers, because one or two book trailers were successful.

Mindy: Yep, and then everyone started doing them, and everyone had one. It's not as effective. You do have to find things that play to your skill sets, as well, and your opportunities. So, as you know, I'm currently touring. But this is something I put together myself because I was a librarian in a school for 14 years, and so I had a whole bunch of contacts just throughout the library world. And then of course, becoming a writer and utilizing those - networking, networking, networking, which I am good at. So one of my books won The Gateway Award, which is an award from Missouri. I immediately had librarians and educators and teachers and English teachers start following me on Twitter when this gets announced. And I follow them all back, and I send them DMs. And I'm like, "Hey, if you're ever interested in a school visit, let me know." I string enough of them together, and I'm like, "Alright, this is what I charge, and this is where I'm going to be. Do you have anybody else around you that would be interested?" And it just blossoms and blossoms until I'm on the road for three weeks. 'Cause I did work with teens, and because I worked in a high school for 14 years, I can get in front of teens and I can talk to them and make it work. And that is a special skill. And I know a lot of writers that don't like to public speak, let alone go in an auditorium with 800 teens. Like they would rather die. And I love it, and I have a great time with it. And I had tremendous success on this particular trip because partially... Now, I do have to say also, the staff does a wonderful job of prepping the kids. And you can always tell if the staff is enthusiastic and supportive of the author visit. I drive out to Kansas. I'm in Kansas, Missouri, and Arkansas this month. And I drove out here two weeks ago with my car unsafely loaded with books. It was bad. There's no excuse for what I'm doing other than capitalism, right? And so...

Mary: Right.

Mindy: And I still have two school visits left, and I have two boxes of books and they're not even full. I have sold books hand over fist and I have re-upped my stock twice. Hand selling? This is a weird thing I've discovered about myself. I am a very good handseller. And so I know that I can do it, and I know that I'm good at it. And it's not... I mean, it's a skill that's like a cool thing to have and is super useful. It also makes me feel totally slimy all the time, but I'm good at it.

Mary: Yeah. A lot of the skills that I have come from selling puppet shows - where you have to convince people that what they really need is a puppet show. You get a toe hold in one area, and then you see how you can expand. And word of mouth is one of the very, very biggest best thing. You and I are connected because Jessi and Marie were like, "Hey Mindy."

Mindy: Absolutely, and it was perfect timing 'cause I'm on tour and extremely lonely, so...

Mary: Yeah, again, so familiar. I toured for a really long time, but when I was touring with puppet shows, it was... We were on the road for nine months at a time.

Mindy: Oh, God. I don't know if I could do it. I love what I do. And I do love elements and aspects of living out of my car and doing laundry and back hallways of hotels. There are elements of this that I really like. I think I've hit the upper levels of what I can... It's mostly my dog.

Mary: Yeah.

Mindy: I haven't seen my dog in a long time.

Mary: Yeah, should just tour with your dog. That, that answers everything.

Mindy: That has been mentioned to me multiple times. That I should just bring Gus, and I think that maybe, maybe I'm gonna put that in my back pocket for next time.

Mary: Yeah, I've been thinking about trying to tour with my cat because I'm similar. I miss Elsie when I'm gone.

Mindy: Oh my God, it's hard. I've been going for walks. There's a little, there's a little park outside my area B & B that I'm in right now in Kansas, and they just got a little walking trail, And everybody's walking with their dogs. And their dogs, they'll tug on the lead, and they're like, "No, no, we're not saying hi to everyone," and I'm like, "No, please hi. Can I pet your dog?"

Ad: Four fast becoming friends all flying through the air on an invisible roller coaster is a beautiful screenshot, and you watch as the peaceful tavernkeep, or so she claimed, begins to transform. Lostoria Le, an original Dungeons and Dragons actual play podcast presented by David Purkey Studios available on YouTube, Spotify, Apple Podcasts, and more.

Mindy: Let's talk about writing characters with disabilities and creating a diverse cast. I know that's something that's important to you.

Mary: So there's a couple of things. There's, how do I plan ahead? So there's the character, and then there's the way the character interacts with the plot. One of the things that I started doing... I have a spreadsheet, and I plug into the spreadsheet where people are on their axes of power. And the idea of an axis of power is something that I got from a sociology book called Why Are All the Black Kids Sitting Together in the Cafeteria? And the idea is that everybody has an area in which they're powerful and an area in which they're not. Dominant and subordinate. So when I'm building the characters, I try to make sure that everybody has at least two areas where they are not dominant. I'm a 53-year-old white woman. On the gender axis, I am further towards the subordinate end. On the race axis, I'm all the way at the top of dominate end in the US. It doesn't have anything to do with the actual value. It has to do with the amount of power a person has in a given society. When I started doing this, I realized my characters were very cis straight. I think it allows me to look for and kind of balance things there. Including people in the plot. One of the important things that I've found is that I think about these axes of power, but then I just let them be characters in the story and try not to have whatever that is be a plot driver.

So for instance, on the disability front, there's an organizational structure that I use a lot to talk about fiction called the MICE quotient: Milieu, inquiry, character and event, and each of those are a major drivers. So milieu stories begin when you enter a place. They end when you exit. Inquiry, inquiry stories are stories in which your character has a question, "Why is this dead body on the floor?" and then the answer is, the Butler did it. Then you've got character. Character stories begin with angst as a character is unhappy with some aspect of self and then they try to change themselves. Internal conflict. Event, which is an external conflict, like an asteroid coming at the earth. So the problem is that if I take disability and I map disability into a milieu, someone is body-swapped into a disabled body, and they have to learn how to deal and navigate. The problem with a story like that, is that it makes the disability this exotic, other-ing thing. It creates this...

Mindy: Fetishized?

Mary: Yes, exactly. With the inquiry story, why is that person like that? As soon as you phrase it that way, you're like, Oh yeah, no, that's not a good… That's not it.

Mindy: It's not a good angle in.

Mary: No. The character story of basing it on disability, character begins being unhappy with themselves. So you're immediately doing a story in which you are placing a value judgment. They want to change that aspect of self. If you are a person with a disability and you are writing your own story, that's a very different thing than an outsider writing that story. And then with an event story, event is something disrupts the status quo, and that's like the sudden traumatic injury. It's - you're putting a value judgment on it. It's not that with an event that you're never allowed to have character injured. It's that if you want to tell a story that is about disability, you have to go into it making decisions and knowing that anything that you do is going to wind up coming with a value judgment. Because when you answer one of those things - you raise a story question at the beginning. You provide an answer at the end, and you tell the audience how they're supposed to feel about it. So that means that immediately you're putting value judgments on stuff. On the other hand, if you just let the character have a disability and interact with the plot, so that the disability affects the way they move through the story, but the story is not about the disability, you're going to have a much more rounded character. You're gonna have a much more nuanced approach to the disability. It's going to be actual inclusion instead of literally profiting from someone else's pain.

Mindy: I'd never heard of the MICE method. I think it's pretty fascinating. I, myself, have never had any real training in writing. I learned to write by reading and just modeling. So whenever people talk about some of the methods or the art of their craft, it's always interesting to me because my own approach was very, very different. I think that that could be extremely useful in so many different situations. I love what you're saying too about how you can write a person with a disability or perhaps some part of their identity that maybe is marginalized in our society and that isn't their story. I'm gay, and my whole life is about being gay.

Mary: Right.

Mindy: No. You just are gay, and your life is happening.

Mary: Yes, yes. Which is the way things actually go.

Mindy: Exactly. Yes. Oftentimes I think that writers that don't share the identity of a marginalized character can make the mistake of hitting on that too hard as part of the everyday experience of simply being a human moving through the world.

Mary: One of the things that happens frequently when someone is writing from a dominant position about someone in a subordinate or less powerful position, is that they only pay attention to the pain.

Mindy: Yep.

Mary: You know, as writers, we get attracted to pain. It's all of the yummy stuff about writing, but it is so reductionist to reduce people down to just their pain.

Mindy: Something I've been dabbling with, would like to continue to work with, is characters dealing with mental illnesses. Because those of us that already lived in that world had been managing it for some time, and then when the pandemic happened, I think suddenly almost everyone was having to deal with aspects of mental illness they'd never had to deal with before. And it was interesting to me because friends and family and people that were just like, "Oh my God, how do you live with this every day?" And I am like, "Oh, well. Let me show you."

Mary: Yeah. Yeah. Well, I was not diagnosed with depression until I was 45, and in hindsight it's... I've had it my entire life. And I was 50 when I was diagnosed with ADHD, and again, in hindsight, so many things are much clearer.

Mindy: Oh yes.

Mary: But if you were writing the story of my life and you wrote it as a story of depression and ADHD, I'd be like, "That is not what my life is."

Mindy: No.

Mary: Does it affect the way I move through the world? Yeah. Is it really deeply annoying sometimes? Always yes. The reason I wasn't diagnosed until I was 45 was I didn't understand that I was depressed because I was cheerful.

Mindy: I think when it comes to a mental illness that many of us share, be it depression or anxiety, some people that have brushed up against it versus someone that is living with it consistently, there are so many wide and varied experiences of it, but you are still someone that is not only experiencing sadness constantly all the time. Now that does happen, but those are people that are unfortunately at the highest end of the suffering. I actually just went off of my medication after being medicated for 15 years and deciding that I wanted to find out where I am now, what my baseline is now. No one ever told me that you're not actually supposed to be on this medication for 15 years until a doctor was like, "Uh, we should do a blood draw because of your kidneys and liver," and I'm like, "Why?" He was like, "because of all the medication you're on," and I'm like, "Oh, no one ever said, maybe this is a bad idea." But it is interesting to come back to myself 15 years later as an unmedicated person. How do I feel? It's all very interesting. It's not always pleasant. That's for sure. Writing about mental illnesses in particular is something that, number one, is very important. And number two, I do think that you can write it if you haven't experienced it, but I also think that you have to understand that it is not the defining characteristic, just like sexual orientation, or gender, or identity, or race or any of those things.

Mary: I think I'm writing all of my characters as ADHD characters, but if I were trying to write a character who is explicitly ADHD, I wouldn't actually know how, because that's just the way my brain works all the time. So if I were trying to write someone who is not ADHD, and contrast with someone who is and have that be the story, I'm like, I have no idea what that would look like. 'Cause it's just my normal.

Mindy: That's just my normal set. I write really hard things, dark things, difficult topics, things that make people uncomfortable, and this is just the stuff that I think about. This is my normal. This is my brain. This is how it operates. It always has. I get emails from people, and it's always very kind and it's always very well-meaning. But I get emails from people and they're like, "I don't know what you've suffered, but I'm sorry for your trauma," and I'm like, "I'm fine." I always tell people I grew up on a farm. I have that lovely bucolic farm life. My parents love each other. They love me. I get along with my older sister, and I'd literally be out in the meadow making daisy chains and everybody else is like, "we made a pretty crown" and I'm like, "Yes, and these flowers have died, and this is actually a circle of death now," right? You know, I'm five and I'm like, "We've murdered these flowers, and now we have made crowns of suffering." That's just how my brain works. Nothing horrible happened to me as a child. This is just me. This is just who I am. So it's like my characters occasionally, and more often than not, are gonna share that same outlook. People ask me all the time, "How do you write this dark content? How do you sit with this for many hours a day and return to it? How is this possible?" And I'm like, I don't understand rom-com writers. I don't understand sitting there and writing the meet cute and making sure that there's a happily ever after and that things turn out okay. I don't understand doing that.

Mary: I also had like the bucolic Normal Rockwell... My family did, still does, talent shows on Christmas Eve.

Mindy: Oh yes.

Mary: Talent shows.

Mindy: I grew up that way, too.

Mary: I take a certain amount of delight in making people cry.

Mindy: I know. Me too. Me too. And I get emails from people that are upset, and they'll be like, "I can't believe like you did that. You made me very upset, and I'm mad at you." And I'm like, "That's awesome, because you had an emotion, and I made you feel it. And I'm proud. That was my job, and I did it." Last thing, let my listeners know where they can find you online and where they can find your books.

Mary: So, the easiest thing is to... My entire very long name, Mary Robinette Kowal dot com. Sign up for my newsletter. And that'll tell you where I am, and there are links to my books on my website. I'm also on most of the major social media. I'm on TikTok. I'm on Instagram. I'm on Twitter... Facebook. Mary Robinette or Mary Robinette Kowal, depending on which platform it is. I'm pretty interactive most of the time. Oh, and if you follow me on Instagram, there's lots of really adorable cat content. Just gonna say, most of my Instagram is actually my cat.

Mindy: Mine too.

Mary: My TikTok is me walking in the woods giving writing advice. And then I guess the last place to look for me is writing excuses dot com, which is a podcast that we do. That is... Our tagline is 15 minutes long, because you're in a hurry, and we're not that smart.

Mindy: I like that a lot.

Mindy:     Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Non-Fiction Writer Stacy Ennis On Writing to Make Money

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

Ad: Whether you’ve written a novel, memoir, poetry, non-fiction, young adult, or children’s book, you need a website to promote your work of art. PubSite is here to make that easy. PubSite allows every author, regardless of budget, to have a great looking, professional website. This easy to use, DIY website builder was developed specifically for books and authors. Whether you’re an author of one book of fifty, PubSite gives you the tools to build, design, and update your website pain free. Build your website with a 14 day free trial, or hire PubSite to set up the website for you. Authors like Tom Clancy, Robin Cook, Janet Daily and hundreds more use PubSite. Visit PubSite.com to get started today. That’s PUB-SITE.com

Mindy: We're here with Stacy Ennis, who is an author and an entrepreneur, who describes herself as a location independent entrepreneur - meaning that she has moved her business and worked as a freelancer independently in four different countries at this point. So she's gonna talk to us a little bit today about different things that authors can do to find success. Everything from branding to marketing, to all different kinds of avenues of success for authors. So why don't we just start out by you telling us a little bit about what you do and what it means to be location independent.

Stacy: First of all, I am super excited about our conversation 'cause I don't get to talk shop very often. So I've been really looking forward to this. I've been in business for 13 years. I started my business back when I lived in the Dominican Republic. I was a teacher. I taught high school Language Arts, and then continued building that business when we moved to Vietnam and then to Ohio where I got my master's in writing. And then to Idaho where I'm from, and then to Thailand, and now we're in Portugal. Nobody's story is linear. As writers, we're trying to find a path that will let us do the thing that we love most in the world, and we have to be really creative with that. So my first business iteration was called Freelance Expat. I had this brilliant idea that I was going to go around to all the restaurants and businesses and help them have better signs and menus. Turns out that nobody wanted to hire me. I worked in the magazine world for a long time. As we do, we try different things until we find something that sticks, and eventually I got into ghostwriting and I worked in the magazine world for a while - ran Sam's Club's magazine, Healthy Living Made Simple. And then I worked with a Nobel Prize winner for four years as a ghostwriter, and that was so educational, so interesting. And I think both of those things were really catalyst for what I do now, which is I have a team of writers, editors, just phenomenal people that help bring ideas into the world via books. So I get to be like a book sherpa in some ways. So it's pretty cool.

Mindy: You're so right about how we find our way to what we do through circuitous routes sometimes. They never know what is gonna come up next, and it's something that people that work in jobs that are a little more traditional or a little more focused... Sometimes when I talk about my career, how I operate... Like right now, for example, I've been on the road for a little over two weeks. I drove from Ohio to Kansas two weeks ago with my car, probably un-safely loaded with books. And I have a series of school visits out here across Kansas, Missouri, and Arkansas. So I have just been living out of my car and living in hotels for two weeks, and I got another week left. Obviously, I had these school visits planned. I have no idea how many books I'm going to sell, how lucrative it may or may not be on that end. And I just put every single book I owned of my own into the car, and I drove out here and I'm like, "Well, I hope I make some money." When I talk about that and how I operate as a freelancer - you don't know how much money you're gonna make year to year. And as a writer, you don't know if you're gonna get the next idea. If your editor is gonna like the idea. If your publishing house will buy the idea. You don't know. And there's just not a lot of security, obviously. No insurance. No... I have insurance, but I have to pay for it. They don't have retirement. I don't have a 401K. And when I talk about these things, all of my friends that have a traditional job just like break out in hives.

Stacy: Sure. Yeah, 'cause it's scary, right? Having an unknown path, unknown destiny, but it's also thrilling at the same time. 'Cause there's so much adventure ahead of you.

Mindy: Absolutely. I enjoy taking risks and try my best to curve my expenses when I'm on the road. And I was telling my friend last night, when you're traveling like this you end up with these weird windows of not having anywhere to go. So it's like, I gotta check out of this hotel in about 45 minutes and I can't get into my next one until 4 o'clock. And I just kinda got six hours to knock around in my car, and my next hotel is only 20 minutes away. And so it's like, "What shall I do with myself today?" It can wear you down, but generally, I just enjoy being a little bit more free, a little bit unstructured. So talk to me a little bit about someone who wants to be a writer who might be scared of that kind of approach to life.

Stacy: I would say that I have less of an appetite for the uncertainty. I love risk. I'm actually a big risk-taker, but I also have a family that I support. My husband's a stay-at-home dad, and so actually a big focus of mine has been on stabilizing my business and ensuring that I'm growing year over year. Also, we've made some location decisions that take off some of the burden that we had in the US. You mentioned healthcare, right?

Mindy: Yes.

Stacy: So that's one of the great things about the lifestyle that we built is that you actually can make decisions that are supportive of the life and the business that you want, that can also lend some of that stability, but also adventure and fun. So I fell in love, probably like many of the listeners did, with books when I was very young, and at age 7, I knew I wanted to be a writer. What's interesting is that going into that career field, I felt like I always had this message that I was just gonna be like a starving artist. And that was the only path that was available to me. And it was a really limiting mindset, and then I went into teaching just as a post bachelor's "I don't know what to do, but I wanna travel," and quickly realized that working 80 hours a week and making what I was making just was not gonna fly in my life long term. And I read this book, The Well-Fed Writer, by Peter Bowerman. It's gotta be like 2006. It's gotta be really old by now. Really important mindset shift for me. So, the whole point of this book is to make $60,000 a year as a writer. That's the goal that he sets forward for you. You know, to me, that was a crazy amount of money 'cause I was a teacher at the time, and that just seemed like, "Wow, if I could do that, I have arrived."

Mindy: Right.

Stacy: But one of the things that I thought was so internally shifting for me was this idea of utilizing my craft, of my talent, my love, in a way that actually makes money. Not feeling like guilt for using that to earn my income. I kind of always had this idea that that was bastardizing. You know the craft. If I used my talent and skill to earn money, there was something wrong with that. And so that was a big shift. And interestingly, later on, when I went to grad school at the University of Cincinnati, I was in a professional writing program. We had a creative writing program. I actually got that from one very vocal colleague of mine that gave me a lot of hate pursuing this path that I could actually make a good living. Thankfully, I was steeled enough in this idea that you could be working at Starbucks suffering for your manuscript at night, or you could actually be making decent money as a writer or editor, and also pursuing your craft. Why does that have to be a problem? For me, that was huge because I started to think about "What if I could actually have a really abundant life and actually really like what I do?" That was a really interesting shift for me.

Mindy: I love the conversation because I am very familiar with the feeling. Selling out, right? Are you going to make art and be that character of the starving artist that's talented and amazing and just getting by and dies at the age of 35 of tuberculosis, right? Or are going to farm yourself out and use your skills and ghostwrite or co-write or churn out material for other people or for a company and actually make some damn money. I know. I too, when I was younger, was all "do it for the art and be a pure artist and write what you want and don't force things that you don't like." And now I'm just like, "You'll pay me to write a non-fiction proposal about something that I think is utterly ludicrous? Yes. Tell me how much you pay me. I'll make it work." At the end of the day, we might be creatives, but we're also human beings with bodies. And those bodies need to be fed and they need to be sheltered, and we have to pay the bills somehow. So I'm very familiar with this argument. I've had it with myself multiple times. I have been a starving artist, and I have also found ways to make money. I've mentioned multiple times on the podcast, I also write underneath a pen name. And my pen name is absolutely ridiculous silly, silly fluff. When I started doing it, part of me was just like, "Oh man, is this really something you wanna do with your time?" And it makes money. And it's fun. I'm just churning silliness. And it works. You know, I write dark stuff, hard stuff, difficult things, hard topics. That can really drag me down sometimes, and so I'm writing that under my real name. And then I go and I write ridiculous things under my pen name, and it's a relief and I can make money doing both. And I don't have to have a sense of absolute pride in my creativity in this monument to art that I have produced underneath my pen name. I'm like, "Nope, that pays the bills, and I'm good with it."

Stacy: Yes, yes, yes. And well, there's two points there that I'd love to touch on. One is that mindset shift and also that joy that you get that actually feeds your creativity, and that's so important. But then also to build on our earlier discussion on mindset, there's also another level mindset that I found along my journey, and I'd be curious to know if this is true for you too. So first, I had to come around to this idea that - oh, I could actually make a living using my talent and skill and actually something I really enjoy, and it could be more money than I'm actually making now. And potentially, I could have a more abundant life than I have right now. But then there was, I would say maybe... 'cause I've been in business for 13 years, so I'd say maybe the first five, six years where I kind of accepted that I was still not gonna do that well. I'm doing pretty well and maybe I should just be okay with that. And then there was a point when I kinda lifted my head up and was able to kind of anchor in the value that I bring to the clients that I was working with, and I would say this holds really true today.

You know, you mentioned your proposal. I'll talk about non-fiction ghostwriting. When you bring this skill to another human who has something that is so deeply meaningful to them, and you're able to bring this skill and collaborate with them to bring to fruition that they never could have done on their own. So together, you're making something that neither of you could have created. This is beautiful collaboration. That is so valuable. It's more valuable than X dollars an hour. It's more valuable than like, Oh, I could never charge more than X dollars on this type of project. And so I started to recognize that in myself and the value that I bring in the world, and I actually started to divorce myself from market rates. So I actually don't even look at them anymore. That was a huge shift for me, and I think I would be in a very different place if I had always made my pricing decisions based on what other people were dictating my value as.

Mindy: Well, and that's the other thing. When you have a skill, and I run into this a lot with other writers too that offer editorial services or ghostwriting services, even writers that are doing Zoom calls and school visits - people don't want to charge what they're worth. But, often also in the area of the literary world that I move in, it is highly populated by women and women often will not ask what they're worth. It's something that I have started to realize that I wasn't charging enough for a school visit, for a Zoom call, for a library visit, for my editorial rates, I wasn't charging enough. Over the course of the past, maybe, three to five years I have started to raise my rates and people will still pay for it because they recognize the value. Now, at the same time, I will add that when it comes to my school visits and my library visits, I try really, really hard to make myself available. 'Cause I grew up in the middle of nowhere, and I try really hard to make myself available to school districts and libraries that don't have the opportunity to bring somebody in. So for example, like I said, right now, I'm on the road, and there was a really tiny community library in Arkansas that wanted to get me, and I gave him a price and they're like, we can't afford that. And I cut it in half and they were like, "Let us talk to our board. We can't give you anything." Well then, another library 15 minutes away from that one was like, "Hey, we heard you're gonna be here. Will you come?" And I was like, "Yeah," and I gave them my rate, and they were like, "Yeah, no problem." So I emailed the first little library back and I was like, "Listen, I'm gonna be right down the road. I'll do this visit for them. They're gonna pay me. I'm in the area. I'll pop over to yours, and I'll do yours for free."

Stacy: I love that.

Mindy: They were so excited, and it was a wonderful visit. Like it was lovely. And so I always try to have that little balance of, if you can afford me, I am going to ask for what I am worth and what you can afford. And if you can't afford me, I am going to work with you. I do try to move through the world aware of one thing - of the privilege that I have now. That people even want to pay me to show up, right? That is a balance of what I'm worth versus what people can afford, and occasionally finding a space in between.

Stacy: Yes. I love that so much. And it's interesting, since I niche in business and leadership, they see books partially as a marketing investment. So they're coming with an expectation to pay. Like you, I look for opportunities to invest my time freely in other places that I can be giving. That is enabled by charging what I'm worth in other settings, right? 'Cause if I wasn't doing that, I would be so frantic looking for the next gig and not have enough time. Really deeply believe that when you charge what you're worth and then add 20%, 'cause it's probably... Especially if you're a female listening, that really allows you to show up with generosity in other communities.

Mindy: Absolutely, I agree with that. Showing up with generosity because I can. Because this library has plenty of money, and they didn't even blink when I gave them my rate, I'll just show up for you for free. And I love that feeling of being able to do that. I get to do both. Like, I get to make money today, and I get to give back. It's a lovely feeling.

Ad: Listen to Hauntings, Homicide & Hearsay, a horror podcast that focuses on the USA's most gruesome murders, haunted happenings and urban legends. Recent episodes discuss Dean Corll, otherwise known as The Candyman, a discussion of the Waverly Hills Sanatorium in Kentucky, the 35-year crime spree of Samuel Little, also known as The Choke & Stroke Killer, as well as the one and only Richard Ramirez, The Nightstalker. Check out the Hauntings, Homicide & Hearsay podcast.

Mindy: So moving on then into talking about writing as a job and writing as a business. Tell me about some ways that writers... Finding little ways that they can try to make some money apart from their own creative endeavors, their own works of the heart.

Stacy: One of my top pieces of advice for anybody that's getting into writing, maybe it's a second career or maybe they're younger and they're getting into this field, is to pick a professional niche. So pick something where people actually have money and they are expecting to spend money with you. This is part of why I find it can be really difficult editing fiction. Brand new fiction authors often have no budget. It's difficult. It's not that you shouldn't follow that calling, if that's where you're feeling called. But I have found that if you really wanna build a business that is consistently bringing in solid cash flow, that's supporting not just an okay lifestyle but a great lifestyle, pick a professional niche. So for a long time, I worked within health and nutrition. And so I mentioned that Healthy Living Made Simple magazine that I worked with. I mentioned the Noble Prize winner I worked with. And then I also worked - actually, my grad degree - I had a funding through working at a research journal. So I worked at a scientific journal during grad school as well. That was a great niche because again, people that wanna work with, at the time I was mostly editing eventually got into ghostwriting, they have budgets. And that's important. You don't wanna have to convince people of the fact that they need to spend money on you. I know early on I used to get a lot of emails that I bet you've gotten Mindy, and lots of people, where people wanna quote unquote "partner with you." They'll share the royalty at the end of the project if only you'll come in and edit the book. And I feel for those authors because the process of writing and publishing a book is like a baby, and I'm not being dismissive of that.

It's just that I also, again, I'm a sole earner of my family. I have things that I have to pay for. That has been one thing that was a really great decision that I made early on, not really understanding that I was making it. I started working with a lot of business and leadership books, and I really enjoyed that because it's like birthing big ideas. A lot of the time you're helping these really intelligent people make their ideas, pull them together, build frameworks around it, and then that book is a launching pad for so many other things for them. So for me, that was just a really fascinating area to get into. Find something that interests you. I'm also still really interested in science and medicine, so that made it in nutrition. So that was fun. I was always learning, and I was getting paid to do the thing that I'm great at within that niche. But it needs to be something where people have money. They're expecting to pay you something.

Mindy: When it comes to putting yourself out there as a writer that will offer those kinds of services, how do you go about building those skills in the first place?

Stacy: All through even high school, I took extra classes. I was submitting for publication even in high school, and then got a Bachelor's in writing and a Master's in writing and editing. And so I feel like I went this path that most people don't take and that is a long journey. But I've seen some of my colleagues... And actually there's a woman that I worked with for over 10 years now on various projects, and she went a little bit of a different path. And she started with an editing certification which I thought was such a smart way to go about getting also some validity so you can go to potential clients and have this certification. But then, I imagine we'll agree on this one too Mindy, is read. Read. Be a student of the genre that you wanna work in. Absorb what's out there. It doesn't have to be books. I started with articles, and I had really consistent work writing 8 to 12 articles a month for a certain client and doing other content for them too. So I create their social. I would create content strategy. So if maybe going to write books like I'm talking about is freaking somebody out right now, there's other things that you can do. I would also think about, "how do I make that very stable?" Let's say that you work to develop that skill set. You're reading within that genre. You're also ordering other books that you can study from on craft, on developing your writing. Going in a writing, short form content can be very unstable. So I'm always encouraging people to look for when they get a potential client that comes in, getting them on a 6 to 12 month contract versus doing an hourly rate or a per article because that's just a really quick route to being cash poor and stressed out.

Mindy: I remember trying to find ways to freelance and make money and looking at those little jobs, those little content production, getting paid per article and seeing how small they were and realizing how much work I would have to put into writing those and just little throw away things. It was difficult, but it did also help me build some skills, learn how to put myself out there, approach clients, and learn how to do some of that content writing. So I do think that, yes, like getting those larger projects and landing those people that are more likely to pay you is a step towards that financial stability. Having those little jobs, those little gigs, that can be really hard. But they do add up. One of the things that I do on the side, obviously, I run this podcast, and I have the blog of the same name. And the blog's been going for like gosh, 12 years now, the podcast for maybe four or five, and they do make a little money. They don't make a ton, but they make a little bit of money, and so it's something that... It's just, I keep moving forward with it because I have other ideas, things that I'm going to build off of it. And so I started a blog in 2010 and then that turned into a podcast, and now my next step is going to be starting online classes and downloadable courses that people can buy and use and interact with me as a coach or a mentor or an editor, or however they wanna look at it. Sometimes you take that first step a long time ago. That first step was that I started a blog, and now it's a podcast. And hopefully it'll also become an income source for teaching courses, and so those things can build. And as the world changes, you don't know what's gonna come out of it. So obviously when I started the blog, everyone was blogging. Everybody cared about blogs. And now everyone has a podcast, and so it's like, "Okay, I will start a podcast and build off of this." And next I'm gonna do courses, and I don't know what comes after that. You have to stay nimble, I think.

Stacy: Yeah, you're building a foundation. And what's cool is you have so many possibilities ahead of you. I think you make such a great point, just about the building. You triggered this memory. When I was building my business, I went through different phases where I was just like grasping at anything trying to figure out how do I make this work. And I took this gig at a travel company, which by the way, is the worst niche. Don't try to make money travel writing. I tried that. I tried really hard, and nobody wants to pay you. The woman who was essentially functioning as my boss... My Spanish was not great, and I still remember she wanted me to make all these phone calls in Spanish to gather information for some things that I needed to write. And I was just fumbling, a hot mess on all of these calls. My, again, Spanish was very poor at that point. And I remember her being really angry with me and telling me I wasn't trying hard enough to speak Spanish. And then after that, I remember leaving and being like, "Wow, this is not what I was trying to sign up for." I set a goal of sending out 30 query letters to 30 publications in 30 days, which I'm sure you know is a huge undertaking. It was like three to four hours a day of work, and finally, one, one, replied to me. A publisher. And they gave me part of a book for a course at a university, and then that turned into my first book. You just have to keep moving forward until something starts to click and the doors start to open, and you get to build amazing things like you're building.

Mindy: Absolutely. I agree with that completely. Last thing, let listeners know where they can find you online and where they can look at your services that you offer.

Stacy: Sure. So I'm at Stacy Ennis dot com. I also have a podcast, it's called Beyond Better, and I have a blog that I've been running for a long time, just like you, Mindy. I'm on Instagram at Stacy Ennis. I'm on LinkedIn as Stacy Ennis. Those are the places I show up the most frequently. And then I also have a program for aspiring non-fiction authors. It's called Nonfiction Book School, and you can find that at nonfiction book school dot com. I also have a self-study version I just released. So, I feel like you and I are working in tandem on a lot of stuff, Mindy, on putting more things out into the world. The self-study version of this is nonfiction book school dot com slash self study.

Mindy:     Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Jessi Honard & Marie Parks on Co-Authoring, Pacing a Fantasy, and Responsibly Writing A Diverse Cast

Mindy:         Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

Ad:                  Whether you’ve written a novel, memoir, poetry, non-fiction, young adult, or children’s book, you need a website to promote your work of art. PubSite is here to make that easy. PubSite allows every author, regardless of budget, to have a great looking, professional website. This easy to use, DIY website builder was developed specifically for books and authors. Whether you’re an author of one book of fifty, PubSite gives you the tools to build, design, and update your website pain free. Build your website with a 14 day free trial, or hire PubSite to set up the website for you. Authors like Tom Clancy, Robin Cook, Janet Daily and hundreds more use PubSite. Visit PubSite.com to get started today. That’s PUB-SITE.com

Mindy: We're here with Marie Parks and Jessi Honard who are the authors of Unrelenting, which is a fantasy novel with the pacing of a thriller which also features LGBTQ+ characters. So we're gonna cover a bunch of different topics, but one of the things that I want to talk about first is the fact that the two of you brought 11 years worth of content marketing to your writing and publishing journey. And so you were kind of able to approach this with one foot, of course, in the creative world, but then also very firmly planted in the business world and knowing how important that is to success in publishing. So if you could talk about how you blended those two things, and especially how you brought over content marketing skills to your book launch for Unrelenting, that would be great.

Jessi: Yeah, absolutely, and thank you so much for having both of us here. It's such a great opportunity to chat with you. I'm Jessi. Absolutely, you're completely right. It is a blend of these two skill sets. Marie and I both were fiction writers for years, and also we run a content marketing business together. When we approached the launch for Unrelenting, one thing we had heard frequently from other authors was disappointment and feeling like the wind had kind of been taken out of their sails around their own launches. And often that, when we did a little digging, came down to not really having a solid grasp of the business side of it, and through no fault of their own, right? Most authors are creatives and they wanna really dive into that creative side of things, and so we went into it, well before the pre-launch period started, knowing that we really had to put that business hat on if we wanted to see the sort of traction that we were hoping for. And so I think a lot of it was just the mindset right from the get-go, we went into it saying, Okay, yes, this is a creative piece. Yes, this is something we've been working on for a long time with our author hat on, but now it's time to take that hat off for a little while. Put on the business hat and approach this just like we would one of our client projects. Marie, I'm not sure if you have more to add to that, but that's sort of the framework that I went into it with.

Marie: It may sound overwhelming for some folks who don't have over a decade of experience doing this day in and day out. But I think at the end of the day, this is something that any author can do so long as they are willing to remember that really at the end of the day, it's about relationships - leveraging the relationships you have. For instance, we were really fortunate that we were connected with you, Mindy, through our publisher, that we were able to have this opportunity to chat with you. But also those relationships with your readers. Doing what you can to make them feel special. So, putting out content that's fun for them. We did a lot of gamification. Chatted with our publisher about like, "Hey, what would be a good goal for us for pre-orders?" And then we shared that goal with our audience and said, "Hey, can you help us get there?" And then when we hit that goal, they were like, "Let's bump it up a little bit." And so it was kind of like a group team effort, and it was pretty fun.

Mindy: So when you're talking about using those elements and the things that you bring from content marketing, you're not just tweeting. A friend of mine that used to run Epic Reads, which is the YA marketing arm of Harper Teen - very good at what she does, she did that for a living for a long time - published her own book. Margo Wood is her name. And she was talking about how intensely difficult it is to stand out, and how you can really feel like on the social media side, that you're screaming into a void. And it's almost impossible to gauge what kind of effects anything is even having. I replied to her on Twitter and said, "Yes, I know. It's like, I've been doing this for 13 years, and I still don't know what works." And she replied, tongue in cheek, "Mindy, you just make a TikTok." And I'm like, "Oh, that's right. You just make a TikTok, and then you're a millionaire." Yes, there are some people that have done very well on TikTok, but the truth of that matter is that that's all fan-generated. The authors themselves are not actually creating that content. So when you talk about that high quality content, you're not just talking about, "I'm gonna send a tweet, and I'm gonna watch that go sell me some books this weekend."

Jessi: No, definitely not. Social media is a viable strategy, and it is one arm of what are many possible avenues that you can take. There are two important things that we kept in mind. One is, what Marie already mentioned around relationships first, and the second thing that was really important to us was making sure that we were keeping tabs on what we could control. If you send a tweet out into the void, you have no idea who's going to see it. You don't know if it's going to work or not, and so we set a goal for ourselves to keep track of what we could control because there's a lot that we can't. So the gamification is a really great example of that. We had a goal for our pre-orders, but we also knew that, as anyone who's published anything knows, reporting of those numbers is a little difficult to track sometimes. And so we issued a challenge to our audience of - tell us when you pre-order the book. So that we could just Excel document, put down they tally and say, "Hey, we're up to this amount of pre-orders." And we could deepen those relationships with them, and they could become a part of the community cheering us on. We also made sure that we weren't just relying on sending a tweet out. We had... Primarily email was the avenue that we relied on. We sent out a significant number of email marketing messages during the pre-launch and launch period that were focused on, yes, getting people to buy the book, but also providing value for them. Giving them sneak peaks behind the scenes looks at our writing process and our marketing process. How we had taken this journey to a published book. And I think that combining that with sending some tweets out, sending some Instagram posts out, and really, most importantly, having conversations with people, listening to what they had to say and adjusting as people gave us feedback and whatnot. I think all of that had a really big impact on our ability to reach people.

Marie: Yeah, and not just to purchase the books, but also in the back end to feel invested enough to go ahead and leave a review.

Mindy: Everything that you're saying is so true. We cannot do well if we are just sending out our tweet. And yes, of course, making a TikTok is great. I have actually been pulling back from social media pretty heavily as a consumer. I am still very present as an author. I went through a break up that was really difficult. I had to drop out of social media and all of that interaction, and I was gone for about three months. And I didn't make an announcement and say, "Hey, everyone. I'm going through a tough time. Not gonna be around." I just dropped out. And here's the thing. Number one, no one noticed. And number two, it didn't matter. It did not affect my sales. It did not affect the open rate of my newsletter. It did not affect anything. I'd been I think publishing for eight or nine years at that point, and I was like, "Why have I been setting aside like two hours a day every day to do this when it's actually not doing anything?" And I think that that tide has changed a lot. Now, you mentioned email marketing. So that is something that I will absolutely beat the bushes about for younger writers and people that are coming into this to understand. Like say for instance, TikTok. Everyone loves it. Everyone's using it. It is the go-to social media right now. If you write YA, that's where all the kids are. But there's a lot of talk about TikTok data mining and getting information from you, and TikTok has been on the verge of being shut out of the US once or twice. So if you are really relying on TikTok, and this can happen with anything - you don't know, and if you have heavily relied on 30,000 followers on Twitter... Elon Musk buys Twitter and says, "We're done with Twitter" and shuts it down, you've just lost all of that following. Your email list, the people that you have drawn to you, that want to hear from you - that belongs to you, and you have a direct access to their inbox.

Marie: Absolutely. Consistently email is the highest return on investment platform that you can leverage for your content marketing. Anyone who's trying to sell anything, including us authors. I think the stat heard most recently was like, for every dollar you spend, you get 38 back. Pretty fantastic. So it's definitely one of those things where we focused in on it, and like Jessi said, we tried to make it not just "buy the book, buy the book, buy the book," but you kinda have to. Don't be afraid to get out there and to say it again. And, as Jessi said, we added other fun stuff in there like a little character feature or let's talk about the setting or the magic or whatever. So that it also felt worth opening for somebody who had already done all the things, and they'd already purchased the book, already shared with their friends. It's about creating the invitation of the conversation.

Jessi: I would be remiss to ignore the impact that having a community as we were building our email list had for us. If you're an author who doesn't have an email list and is still building it up, one of the best things that Marie and I ever did for ourselves, well before we had our book with a publisher, was to start connecting with people who were similar writers to us and similar readers to our target audience and just building those relationships in those connections. Going to network events, whether they were in person or virtual. Joining discord communities where these people are having conversations every day about the craft of writing, about publishing, about reading, about the different types of books that people are enjoying, and just sort of being an active part of those communities to the point where you develop true friendships. And they can help uplift you when it comes to time to hit the pavement and start doing the marketing. And hopefully you can then return the favor for them.

Mindy: One of the things that I think a lot of authors struggle with when it comes to the marketing side of that, most of us are a little quieter. We're not that outgoing. I am fortunate enough to have both introvert and extrovert qualities so that I can apply both in my career and utilize both aspects of that personality. But not everybody is that way. Asking someone for their email, you're saying, "Hey, can I have some access to you?" It can be difficult, I think, to go that route and ask people to give you access to them and to say, "Hey, I would like to be more present in your life." I have a free short story, and so I'm giving you something. I'm like, "Hey, you sign up for my email newsletter, and you will get a free short story." And it's a little... I'm also giving you something. I am not just taking a thing from you.

Marie: Yes, 100%. That's such a good strategy. We even use that for our own business. You often, you get some kind of resource or tool for your content marketing.

Jessi: I completely agree. Having some sort of reason for them to join your list beyond, "Hey, just be on my newsletter," which let's face it, we all get so many emails in a given day that just being on another newsletter is not the most enticing ask in the world. Absolutely, having something that they can receive so that they can look forward to receiving those emails from you and get a sense of who you are, how you communicate via email, all of that.

Mindy: If anybody is interested on the best ways to begin and to cultivate and to proper care and feeding of your newsletter, I highly recommend the book Newsletter Ninja by Tammi Labrecque. I started using her step-by-step advice from this little book. It was a huge, huge impact for me. It has improved my email list and the open rate and the click rate. Everything went through the roof. So for those of you that are looking to do that, I recommend Newsletter Ninja by Tammi Labrecque.

Ad: Do you enjoy true crime, but are looking for something new? Listen to The Midwest Crime Files which covers crimes that occurred in small communities - places where you think things like this just don't happen. Hosted by a married couple, The Midwest Crime Files keeps it conversational as Gina and Chris explore crimes you've never heard of that happened in small towns across the Midwest. Check out www dot the Midwest Crime Files dot com to learn more and listen in.

Ad: Listen to Hauntings, Homicide & Hearsay, a horror podcast that focuses on the USA's most gruesome murders, haunted happenings and urban legends. Recent episodes discuss Dean Corll, otherwise known as The Candyman, a discussion of the Waverly Hills Sanatorium in Kentucky, the 35-year crime spree of Samuel Little, also known as The Choke & Stroke Killer, as well as the one and only Richard Ramirez, The Nightstalker. Check out the Hauntings, Homicide & Hearsay podcast.

Mindy: So you guys are co-authors, and that's something that I think a lot of people are really curious about. So can you tell us a little bit about being a co-author and what your process is like?

Marie: Go ahead Jessi.

Jessi: I like to say that we cheated a little bit being business owners together. So we spent a number of years working together prior to sitting down and writing a novel together. That allowed us to just build those collaborative skills over the years. The other side of that is our process is really kind of chaotic. It works, but it's very different from many other co-authors that we've talked to. For us, it's immensely collaborative. We do everything in Google Docs. We tend to do it live together in Google docs. We'll set a day or a few hours aside to meet at the same time, and we will be quite literally writing the same scene together. One of us will be writing, and the other person will be a few sentences behind editing. And then the writer will eventually run out of steam or not know quite how to phrase something or reach something where they know the other person is slightly more adept at it, and so they'll stop and the editor will take the writer's position and the writer will loop back and become the editor. And we'll just keep trading places.

Mindy: Of all the co-authoring processes I've ever heard of, that one is original.

Marie: It's definitely not the most efficient thing in the world. The most efficient thing might be... Maybe each of us takes a POV character. We each write half a novel. We lace it together. I mean, I've heard of that before. That sounds actually really smart. Maybe we should try that sometime, Jessi, but instead we take twice as long, 'cause also on top of it, we're both discovery writers. What are we trying to accomplish in this chapter? At what point is this in the book? What kind of plot points are we hitting? And then from there, we start writing and sometimes all the plans go out the window. But I think the thing that's been most important about it, and I think this is true no matter what a co-author strategy looks like in the weeds, being able to take our ego out of it, so that it's not like, "Oh, my idea or your idea." It's more just like, "What's best for the story? What's aligned with the shared vision that we have for it?"

Mindy: Definitely. So I do write under a pen name and I co-author with two other friends. And our process is similar that we have a Google Docs and so we often won't know exactly what is going to happen. And so we will dive into what we are writing and we'll have a general idea of characters and the world or whatever, but we don't know what's gonna happen in a particular plot. And sometimes one of us will just be like, "Guys. Um, I'm sorry, I killed this character. If you don't like it, that's fine. Let me know." But generally what happens is that one of us will take a scene and then we write it, and then much like you guys, each of us then also passes over it, makes some adjustments, says, "Hey, I don't think this character would say this." The amazing thing about co-writing is that the manuscript gets longer when you're not working on it.

Marie: True. It's pretty magical.

Jessi: It's magic, yeah.

Mindy: That's my favorite part of it. So one thing that I find can come up often, for us anyway, because there are three of us with our fingers in it - is continuity issues. So for my listeners, continuity would be like if we say that this character has black hair and then suddenly she's running his fingers through his blond hair. At the beginning of us all working together, we attempted to keep what's called a Bible, a series Bible, and described our characters and locations and anything that is involved in the world building. But then the act of just keeping the Bible straight was so much work that it would have taken - that would have been just someone's job - so we, of course, hire a copy editor. And our copy editor goes through and tries to catch all of those things. How do you guys handle continuity?

Jessi: Sort of similar to you in our drive folder for the greater Unrelenting universe is a bit of a chaotic mess. We have landed on a sort of internal series Bible, we call them our global notes document. We have them for Unrelenting and now we're working on the sequel to it. And so we have this global notes document that as we're writing something and there's an event or there's a timeline or something like that, that just like we know, we'll probably forget it at some point, we throw it into that document. We also leave comments for each other within the document itself. Yes, we wanna make sure that there's continuity within revisions, but we don't have time for that yet because we just wanna keep moving with the plot, so we'll just leave a comment in the Google Doc.

Marie: And then sometimes too, it's just a matter of like, can we simplify it? We spent probably 15 minutes one day trying to figure out what side of a door the hinges were on. Couldn't we just say instead of she pushes or she pulls, she opens the door?

Mindy: I find that to be very important myself in my individual writing as well. Something I am bad at, and I mean bad at, is linear time. My copy editors and my proof readers really just kind of hate me a little bit. I don't care what day it happened on. It doesn't matter to me. That's not part of the plot. That does not matter to me. I do not use days of the week. I'll just say, "Hey, do you wanna go to a movie sometime?" I use very general time words because I will not get it right and it will be a mess, and I truly don't believe that readers care about this. But man, copy editors do.

Marie: That's a really great hack though.

Jessi: Yeah, we had a similar issue, and it still comes up. Like, with seasons. The entire premise of the first book is that the main character, Bridget's, sister has been missing for nine months. This whole book is taking place in a location that has four distinct seasons. We need to know at least what time of year each of these events happened because it just will dramatically impact what's happening outside.

Mindy: Yep, and if you have someone walking outside and it's cold and it is June, they will find you.

Marie: I only hope a reader would care enough, but I think you're right, I don't think they really care that much. But on the off chance that they do, it could totally throw someone out of the story and the immersion, so it is totally worth fixing.

Mindy: Now, I will say, readers don't care unless you are writing a real place and they live there. And then, boy, they will be on your ass. I also wanna talk about responsibly writing LGBTQ+ characters. 'Cause representation is of course very important. Unrelenting includes asexual, bisexual, and gay characters. And especially in fantasy, I feel like a lot of the time that it is changing. Luckily, it is changing across all genres, but a lot of fantasy, I would not see this representation apart from maybe the past 10 years. So if you could talk a little bit about representation and responsibly writing these characters, not just being like, I included this so that I can claim diversity and I get my stamp.

Marie: First of all, I would say we're not certainly the resource for that. Writing the Other has so many great resources and classes. There are several teachers who are just amazing. We've learned a lot from them around, just in general, writing characters who are believable and multi-faceted. How intersectionality plays a role in how they move around the world and how they experience the world. I think a lot of it was just learning and listening a lot. We also were able to pull from personal experience, lived experience of ourselves. We were also very fortunate that our editor is also an accomplished sensitivity reader, and so was able to provide additional support for us. I mean, I really do believe it's the author's responsibility to do their research and do as great of a job as they can on it. And then also, whenever possible, to lean into additional support and to make sure that that person is compensated for it. I don't know if you have more specifics around that, Jessi, you wanna dive into.

Jessi: You just said it's the writer's responsibility, and I agree with that as far as the research is concerned. I think it's also the writer's responsibility to create a world that is representative of reality, even when you're writing science fiction or fantasy. What you were saying, Mindy, about how 10 years ago or 15 years ago, you really didn't find these representations as frequently, especially within genre that is true, and also such a shortcoming of what actual world is like. If you are a member of the LGBTQ+ community and you are an avid fantasy reader, and you just gobble up fantasy book after fantasy book and you never see yourself in it, that takes its toll. We went into Unrelenting, not necessarily on a mission to wave the queer flag, but on a mission to make sure that the characters within Unrelenting represented the world and called upon some of our own lived experience, and that avid fantasy reader who picked up our book may see themselves represented in that.

Marie: Yeah, and I think it's also important for somebody who may be straight or cisgender and who may not identify as queer, for them also to see protagonists and characters who are queer. And it's not only encouraging and normalizing for people who do identify as queer, but for everybody, right? To say like, “Hey, everyone is capable of being the hero, being the sidekick, being the fill in, being the whoever, being the anything” right? For us, because Unrelenting is not a coming out story, we sort of laugh that it's like a book of casual queerness. People having adventures, and for some of them, this happens to be a part of who they are. It's not a story about struggling through life as a queer person or coming out as a queer person. It's just like people having adventures and some of them happen to have this identification. It doesn't always have to be about struggle. It doesn't always have to be about coming out. It can just be a story.

Mindy: I see writers who don't share that identity often hitting really hard on the struggle or the negative aspects. Being discriminated against. Being treated negatively because of this quality of yourself that just happens to be part of who you are. I do agree that it is so important just to show someone who is queer just having a regular day.

Jessi: And those coming out stories and those stories about struggles are absolutely valid as well. And I think we need those stories too, but we need more than just those stories.

Mindy: So the pacing for Unrelenting is very interesting because it is a fantasy novel; however, it has the pacing of a thriller. So how do you go about, combined with this co-authoring process, of managing your pacing when you are discovery writers and you're not necessarily plotting things.

Marie: I think we stumbled across it by accident. Is that fair to say, Jessi?

Jessi: This kind of maybe dives into a little bit of how Marie and I differ in our writing style. I tend to be very drawn to fast-paced plotting and cliff hanger chapter endings, which is part of what I lent to Unrelenting. A natural consequence of that as we were writing the story is that it sort of accidentally ended up taking on that thriller pace, and then we really realized it was working. People were really enjoying that fast-paced as opposed to the slightly more languid one you might find in some fantasy novels.

Marie: We were in a class that was being taught by Dan Wells, Let's Talk about Thrillers, and was defining thrillers. And I was like, this is our book. Our book, we accidentally wrote a thriller. So that was kind of fun, and at that point, I think the manuscript was already done enough that we weren't going to be making dramatic changes to hit every single beat. It's, I think, helped us in moving forward with the sequel more mindfully. We've actually learned a lot about plotting and telling compelling stories. We were told once that we kind of wrote this one by ear, just 'cause we're such readers. But now we're able to go forward more mindfully and it's yielding cleaner drafts and more purposeful writing. We're able to go forward more mindfully now.

Mindy: I also am a discovery writer. I just go. I feel like I write every single one of my books by ear, and so far it's worked out. Last thing, if each of you would like to share where you can be found on social media and where your book Unrelenting can be found as well.

Jessi: Yeah, absolutely. I am Jessi Honard, J-E-S-S-I H-O-N-A-R-D, on pretty much all of the platforms, and that's also my website address as well.

Marie: And you can find me at Marie Parks on Twitter. That's also my website, but then if you're also looking for the book, you can find it in all the places - a place where you can read a little blurb about it and then decide what seller you want to scope it out through or library. It's in a number of library systems also. Head to The Grigori, G-R-I-G-O-R-I, books... The Grigori Books dot com slash order hyphen Unrelenting.

Mindy:     Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.