Position your books for a voice-first world.
Create, publish and market audiobooks, use podcasting to grow your author brand, and understand voice technologies. Written and narrated by Joanna Penn.
Do you want to create, publish and market your audiobooks?
Are you ready to use podcasting to grow your author brand and reach more readers with your books?
Audiobooks are one of the fastest-growing segments in publishing, with growth in markets across the world. Podcasting has gone mainstream, with listeners consuming audio on their phones, in the car and through smart speakers. Voice technology keeps expanding what is possible for audio creation and marketing.
With so much opportunity, how can you position your books in an increasingly voice-first world?
I’ve been podcasting since 2009, and narrating and producing my own audiobooks since 2014. I’m an avid consumer of audio and I love experimenting with voice technologies. In this book, I share everything I know so you can position your books and your author brand for the next shift in reader behaviour.
Who this book is for
This book is for authors at any stage who want to add audio to their business: writers deciding whether to narrate their own audiobook or hire a narrator, authors weighing exclusive and wide audiobook distribution, and anyone who wants to understand the money side of audio.
It’s also for authors who want to be a better podcast guest, or who are thinking about starting a podcast of their own, and for those curious about dictation, text to speech and where voice technology is heading.
What you’ll learn
The book has three parts: audiobooks, podcasting, and voice technologies. Here are the questions it answers.
- Why audio, and why now? What does an audio-first ecosystem look like for authors?
- What types of audiobooks are there, and how do I write, adapt and edit my work for audio?
- What intellectual property rights matter for audiobooks and podcasts?
- What are my options for audiobook publishing and licensing?
- How do I find and work with a professional narrator, and when should I narrate my own book?
- What do I need to know about narration, recording studios, editing and production?
- How do I self-publish an audiobook, and how long does it take?
- How do listeners discover audiobooks, and how do I market mine?
- Why is podcasting important for authors, and how do I research and pitch podcasters?
- How do I be a great podcast guest, and should I start my own show?
- What equipment, software, structure, distribution and workflow does a podcast need?
- How do I launch, market and repurpose a podcast, and what is the money side?
- How can dictation, text to speech and voice assistants help my author business?
Listen to a sample of the audiobook
Listen to a sample of the audiobook, narrated by me.
Where to buy
Available in ebook, paperback, large print, hardback and audiobook, narrated by me. Buying direct from my store gives you the best price on bundles and supports me directly. Thank you.
What readers say
★★★★★
This is another exceptional book from Joanna Penn. Audio for Authors isn't just for authors, it's for any creative with a desire to work with audio. It's jam-packed full of tips and tricks for you to launch your podcast or audiobook and then market it long into the future.
Sacha Black
★★★★★
There is no one better positioned to provide authoritative advice on the use of audio for authors than Joanna Penn of The Creative Penn, who brings to bear her practical experience gleaned from the production of her podcast, the narration of her audiobook, and her use of dictation.
Kay Near
★★★★★
I appreciated the mix of technical, practical, and inspirational. Joanna covers what editing programs, what mics, business ROI, and reasons why authors need to provide audio books. This book gave me a crash course from A to Z.
Elizabeth Law
About Joanna Penn
I’m an award-winning, New York Times and USA Today bestselling author. I write non-fiction for authors as Joanna Penn, and thrillers, dark fantasy, horror and travel memoir as J.F. Penn.
I’ve hosted The Creative Penn Podcast since 2009, with interviews on writing, publishing, book marketing and making a living with your writing.
I have a Master’s degree in Death, Religion and Culture from the University of Winchester (2026) and a Master’s in Theology from the University of Oxford. I live in Bath, England.
Articles on audiobooks, podcasting and voice
These articles and tutorials go deeper into topics from the book.
- How to record and publish your own audiobook
- How to sell ebooks and audiobooks direct
- How to dictate your book: tips from professional dictators
- How to dictate your book
- The Creative Penn Podcast for authors
- How I professionally self-publish
Podcast episodes about audio for authors
I talk about audiobooks, podcasting and voice technology regularly on The Creative Penn Podcast. These episodes are a good place to start.
- Audio for Authors: tips for audiobooks and podcasting (Joanna Penn interviewed)
- Interview on Audio for Authors with Kobo Writing Life
- How to pitch podcasts and be a great podcast guest with Matty Dalrymple
- Expanding audiobook revenue through YouTube and podcasting with Derek Slaton
- Writing for audio first with Jules Horne
- Audiobook narration, production and marketing tips with Derek Doepker
- Opportunities in audiobook publishing with Michele Cobb
- Auto-narrated audiobooks with Ryan Dingler from Google Play Books
Questions about audiobooks and podcasting
Should I narrate my own audiobook or hire a narrator?
It depends on your book, your voice and your time. Non-fiction and memoir often work well narrated by the author, because listeners want to hear you. Fiction with many characters may be better served by a professional. The book covers both routes, including how to find and work with a narrator.
How long does it take to produce an audiobook?
Allow roughly two to three hours of studio time for every finished hour, plus editing, proofing and mastering. A ten-hour novel can take several weeks from first recording to approval, and longer if you fit it around other work. Plan it as a project with a deadline, like a book.
Should my audiobook be exclusive to one retailer or distributed wide?
Exclusivity can mean a higher royalty rate on one store, but you give up libraries, direct sales and other retailers. I publish wide and sell audiobooks direct from my own store as well. The book walks through the options so you can decide for your situation, and you can change your mind later.
How do I get on podcasts as a guest?
Research where your readers listen, then pitch the host with a short, specific email that explains what their audience will get from the conversation. Be easy to work with, turn up with good audio, and share the episode when it goes out. There is a whole chapter on pitching and being a great guest.
Should I start my own podcast?
Only if you enjoy it and can sustain it, because podcasting is a long game. It builds trust and reaches people who never read blogs, but it takes time every week. The book covers the prerequisites, equipment, structure, distribution, workflow and the money side so you can decide with your eyes open.
Is there money in audiobooks and podcasting?
Yes, but it builds slowly. Audiobook income comes from retail sales, library licensing and direct sales, and grows with a backlist. Podcast income can come from sponsorship, affiliate links, products and the books you sell along the way. I share how both work in my own business.
What about voice technology and text to speech?
Voice technology is moving fast, and part three of the book covers dictation, text to speech, voice assistants and where voice technology is heading. I use dictation for some of my own writing, and I narrate my non-fiction in my own voice.
Next steps
Get the free Author Blueprint
Join my email list and I will send you my Author Blueprint, with the steps on the author journey from idea to published book and beyond, plus my newsletter with tips on writing, publishing and marketing.
Listen to The Creative Penn Podcast
New episodes every Wednesday, wherever you listen to podcasts: interviews and solo shows on writing, publishing, book marketing and making a living with your writing. Browse the podcast.
Watch on YouTube
Tutorials, interviews and full audiobooks of my non-fiction on The Creative Penn channel.
