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This is podcast number 100 and it's just over 2 years since I started podcasting. At the time, I had one non-fiction book out with pretty much zero sales and I was living in Australia. Self-publishing had a huge stigma and I wasn’t even on Twitter!
How things have changed. I now have an Amazon bestselling thriller novel that has sold over 7500 copies and 3 non-fiction books behind me, I have a pretty big social network now and I’m living in London. I knew nothing when I started and this morning I did a webinar on how to podcast!
In the last 2 years, self-publishing has morphed into indie, John Locke has sold over 1 million Kindle books as an indie author, big names are going indie and Amanda Hocking got a massive book deal from indie success. Oh, and JK Rowling has left her publisher to self-publish her own ebooks and start Pottermore direct to fans. So I was part of a fringe movement 2 years ago that is now solidly mainstream especially with layoffs in publishing and bookstores close – Borders has just gone under as I speak today. It is a very different time and most people agree that there has never been a better time to be an author taking charge of your own destiny!
Today I am discussing some of my lessons learned from the process of podcasting and also from some of the stand out interviews for me:
First up, the state of the podcast in July 2011 is that there are around 2500 downloads per month of new and old episodes. 60% of the listeners are in the US, with 15% in China and 14% in UK and the rest spread between Australia, Germany, Canada and some other countries. It’s truly a global show! Thanks to everyone for tuning in and I’m so glad you enjoy the show. I’m always keen to hear from you – email: joanna AT TheCreativePenn.com
Here are some of my lessons learned in general from podcasting:
Just start, even if you don’t know what you are doing. My first interview was with 4 Ingredients author Rachael Bermingham who is HUGE in Australia, self, published and has sold millions of books now. I did it on the landline phone, I held a recorder next to it. I edited in Audacity and loaded the file to my very new and pretty ugly blog (which has since been redesigned). I didn’t know about mics, or Skype or Pamela/ecamm or hosting or anything.
Fear and nerves will always be there. Just do it anyway. I am still nervous before phoning anyone. I have to force myself every time. My heart races, my mouth is dry and I go to the bathroom three times before starting. I also do public speaking and its the same thing with that. But we need to get our ‘breadcrumbs' of content out there, so it has to be done.
I credit the podcast with the growing success of The Creative Penn because of my ability to network and offer something that many blogs don’t offer i.e. multi-media interviews. I get requests all the time and other people promote the blog because of it. All the people I interview link back to their show so the incoming links have helped my SEO ranking. I have connected with you as listeners – you have heard my voice and laugh and mannerisms and annoying tics for years now. I know some of you have bought my books for which I am very grateful. I am also personally fulfilled by being useful and I feel this is useful to people, so I love to do it. I love to get emails from people who have found the information helpful.
You can learn from everybody. Podcasting is a great way to learn about writing, publishing and book marketing. It’s also an amazing way to network. The people I have had on the podcast I have connected with and got to know more. There is a widening circle of mutual support. I also firmly believe in no snobbery – you can learn from everyone. It doesn't matter what they have written or done, you can't underestimate anyone's experience. You also never know where they will end up.
Stand out episodes for me
I learn something with every podcast but these are particular ones where something clicked and my own life changed.
JC Hutchins on transmedia. This was an early interview and a big influence for me. JC had the 7th Son podcast, a book deal and is now transmedia guru and he was generous with his time. He had just spoken to the NY Times or something and is generally the nicest, loveliest man. He gave me a chance which I appreciated greatly. He also got a book deal from his podcast success. I saw how he was doing marketing with internet based and fan based methods and realized you could basically ditch mainstream media. He sparked my massive interest in online marketing which I credit with all my book sales now. Pivotal moment! I had just done national TV in Australia and multiple newspapers and got no sales at all, so it was great to just stop all that work and focus on online methods. Here's the interview with JC on transmedia. Here's the interview on writing thrillers.
Tom Evans on writer’s block. I have been scared about writing fiction for many years as I always held up Umberto Eco’s The Name of the Rose as the way you had to write. Prize winning literature as Eco is an academic although that book still had mainstream success. We discussed this block and Tom basically helped me get over it during this episode. All I needed was a kick in the pants. I have continued to interview Tom about this work – he is a brilliant guy especially if you are into the more esoteric world of thought and consciousness. Here's the interview with Tom Evans on beating writer's block.
Here's the latest interview we did on lightbulb moments.
Mur Lafferty – It’s ok to suck. After speaking with Tom, I decided to do Nanowrimo in 2009 and get into some fiction. I’ve been listening to Mur’s I should be writing podcast for a while and asked her on to the show to discuss one of her mantras which is “it’s ok to suck”. Basically your first draft is going to be bad. This is also said by Anne Lamott in Bird by Bird “shitty first drafts”. IT’S OK! This released me from more fear and I wrote 20,000 words of crap during Nanowrimo BUT that turned into the seed idea for Pentecost which has now sold over 7500 copies and is still in the Amazon bestseller lists for Action-Adventure and Religious Fiction. I am now 20,000 words into Prophecy and I see myself as a fiction writer. This is a HUGE turnaround for me. HUGE. I mean my life has changed and I am thrilled and overjoyed to be here! Here's the podcast with Mur Lafferty.
Gideon Shalwick on using video for book promotion. This interview finally changed my view on video and I had been teetering for a while. I took Gideon’s advice and got heavily into video and now I make them every week. I rank on the first page of Google for the search term “thriller novel” in text and in video. I’ve had nearly 50,000 views of my videos on YouTube and it continues to be a traffic source for me. I personally prefer audio to video and I hardly ever watch videos myself, but it's a great way to reach new people and VERY few authors are doing video right now so it's another way to stand out in a crowded market. Here's the interview with Gideon Shalwick.
Scott Sigler on being a NYT bestselling author. I learned that successful authors work bloody hard. Scott is a machine, writing every day, podcasting his novels, networking, promoting and basically getting out there. He is a businessman as well as a great author. I seriously recommend his books , his latest Ancestor is a kind of Jurassic Park/ genetic engineering style thriller. I also learned that writing is a long term career, you’ve got to keep writing. Here's the interview with Scott Sigler.
Clare Edwards on accepting criticism, being an introvert and resilience. This really helped me at a time of burnout. I have a day job and at the time I was working VERY hard and was exhausted, plus I have tried to keep the momentum with the blog, podcast, videos etc and trying to write the novel – my confidence was low and I needed the help. This podcast helped me reassess my own life and get back on track. We all need help and I am lucky to have built a great network of people who I can trust and talk to. Here's the interview with Clare Edwards.
There have been many, many more amazing podcasts and a big thank you to all my guests and also my listeners. I look forward to the next 100 podcasts!
I would love to hear from you. I don’t get much mail from podcast listeners so I send these out into the ether and hope you enjoy them.
If you do have something to share please email me: joanna AT TheCreativePenn.com or leave a comment as I would love to know which episodes you enjoyed and which ones you learned from, or what else you would like to hear on the show.
Congratulations on 100 podcasts, Joanna. You must feel like a grizzled old veteran of cyberspace. ;-). I’ve come fairly late to your website, but enjoy your posts and podcasts. Keep up the good work.
Joanna Penn says
Time flies Chris! It doesn’t seem that long ago I had no internet presence at all – we all start nowhere right!
Ali Luke says
Congrats, Joanna! 😀 And good luck with the next 100… 🙂
I’m not a podcast person myself (too impatient to sit still and listen to audio, and I don’t have a commute or similar to fill with it…) but I’m slooowly starting to realise that it’s a wonderful complement to blogging, and something that I want to start to explore on Aliventures.
Although I don’t tend to listen to the podcasts (sorry!) I always read the notes, and I really appreciate it that you provide such full summaries — most podcasters don’t!
Joanna Penn says
Thanks Ali – I don’t watch videos but I still produce them 🙂
so I understand on the audios and I do the show notes for people like you and also for SEO obviously! Thanks for reading.
M.E. Anders says
Congrats on Podcast #100. I found your interview on YouTube via Jody Hedlund’s blog…it led me to your blog…I just subscribed to your podcast today. I have been teetering whether or not to create a podcast. I’m on YouTube (MEAndersFit), since I noticed that most authors are not vloggers. I really enjoy vlogging. I’m going to read your post about podcasting. I cannot WAIT to listen to your podcast…hurry up iTunes and download. 🙂
Joanna Penn says
Thanks so much! I am also playing with video blogging and although few authors use it right now, it’s definitely growing and well worth it – I like doing multi-media 🙂
Cathy Keaton says
Congrats, Joanna! You deserve all your success for all your hard work…
Tom Evans says
Wow – what an achievement !! It perhaps goes unsaid but big congratulations Joanna to you for having a strategy as an author in your own right and sticking to it. By unconditionally giving so much, as you have, to so many – when it came the time to launch your own career as an author, your credibility and good will levels were rightfully high.
It is a testament that there is a smarter and better way that just “to publish and hope”.
My even more deserved success come your way 🙂
P.S. I am honoured to be on your list of Stand Out Episodes
I’ve learnt an enormous amount from your podcasts. I should remember to leave comments more often and say thanks. Not sure how many of the 100 I’ve listened to but, a lot! Just replayed the Mur Lafferty interview, which is great.
Thanks and congratulations!
Joanna Penn says
Thanks Jackie – no worries about leaving comments usually – I know that when one is listening, the computer is a long way away 🙂 I’m just glad you enjoy the episodes – thanks.
Dawn Rose says
Great podcast ! I too prefer audio – I listen to the podcasts while doing the data entry part of my “bread and butter job”. By day I may be a boring office worker, but partly because of your work – by night – I’m building an empire! The information and network you’ve shared have helped me to dream big – and right now, I’m working on my business plan for my book series as I listen to some old favourite podcasts of yours. It’s interesting that the podcasts you highlighted in this 100th one – are amongst the ones I remember the most. You really do help people you know. Thanks JP!
Joanna Penn says
Thanks Dawn. Some people say blogging or podcasting etc instead of writing in every spare moment is a waste but seriously, I LOVE to think that I can help people. It is rewarding to me to know I am of use, so thank you for this. I will continue to podcast the journey – while I too plan to take over the world!
Hey, Joanna! I started listening to your podcasts shortly before you cut back to 4 days on your day job in Australia. Just wanted to let you know that your podcast is something to look forward to, both for content and for your own charming self. Got fascinated with your working in the London library (I guess you mean the main library–London must have dozens of branch libraries), and with many of your guests. But that photo of you shooting the rifle shows a whole different side of you. Anyway, just so you’ll know. I’m enjoying and learning from your shows and blog. Got your books, too. Now all I need is a few hours to myself for reading. Thanks!
Joanna Penn says
Thanks LR. The London Library is actually a private library – check out this post about it
I’m glad you enjoy the show – maybe I can do some more shooting and do a live broadcast or something – I really enjoy the adventure stuff 🙂 I hope you enjoy the books too.
Linda A says
I profusely thank you, for all the wonderful information you share with us here. I have been reading your blog and find your work tremendously inspiring. I am also thinking of including a podcasting option, but it seems a bit too technical..so I will need to delve into it to learn more, I guess. My first novel is in its final stages of review, but it keeps growing and changing somehow 🙂
Many thanks again for all your wonderful work, and look forward to reading more of your posts.
Peter Blyth says
Very old post I know but listening to this very honest podcast and hearing the emotion in your voice as you talk about the difficulties, I want to go back in time and give you a big hug (metaphorically I know you don’t like being touched) and say hey – its gonna be okay, in 7 years time you’ll have done nearly 400 shows and be making 6 figures
I bet if someone did you wouldn’t have believed them 🙂
Joanna Penn says
Thanks Peter, and I have never listened to any of my old shows. I think I’d find it too disturbing 🙂 But I have been preparing for my 10 year anniversary at the end of this year and feeling like I have achieved a lot – and then trying to look forward 10 years and think about what I want to achieve for the next big chunk of my life. Fun times 🙂