Ann Kroeker, Writing Coach

Award-winning author and editor Janyre Tromp joins us for an in-depth exploration of her deep publishing experience. She’s seen it from all angles, as an editor in traditional publishing houses, and as an author who has seen the pros and cons of both traditional and self-publishing. Janyre breaks down the definitions, differences, and decision-making process for authors as they consider the publishing path that’s right for them.

In this wide-ranging discussion, you'll learn:

• Clear definitions of vanity press, hybrid publishing, self-publishing, and traditional publishing
• Why Janyre decided to try self-publishing (indie publishing) after undeniable success as a traditionally published author
• How she leverages her marketing background for maximum sales
• When to choose traditional publishing vs. self-publishing vs. other options
• The financial realities and potential of each publishing path
• Which path has become her favorite (and why)

This interview is perfect for aspiring authors, seasoned writers considering a change, or anyone curious about how things are changing…and how we can make an informed decision.

00:00 Multitasking Editor Embraces Indie

05:13 Publishing Access vs Readers

08:37 Indie Publishing Workflow Explained

12:45 Indie Publishing Services Evolve

13:37 Building Your Self-Publishing Team

19:21 Nonfiction Marketing Strategies

22:35 Self-Publishing: Learn or Delegate

23:29 Indie Authors as a Business

28:43 Effective Nonfiction Self-Publishing Tips

31:05 Publishing Requires Patience and Marketing

34:48 Indie Influence on Traditional Publishing

38:44 Hybrid Author vs Publisher

41:07 Navigating Publishing Rights & Royalties

45:39 Hiring Reputable Publishing Services

46:56 Vetting Publishers for Success

52:45 Benefits of Audiobooks for Readers

53:52 The Enduring Power of Books

57:51 Craft Your Book's Big Idea

• Free 3-Day Challenge: Craft Your Book’s Big Idea: annkroeker.com/3day
• Previous interview with Janyre about target audience: Start with Your Ideal Audience

In this episode, Ann Kroeker, Writing Coach, explores how clarifying your role in a reader’s life transforms your tone, structure, and connection on the page. Using real-world analogies and examples from Anne Bogel, Annie F. Downs, and Lisa TerKeurst, Ann shows how to choose and calibrate a voice readers trust—whether you’re a knowledgeable friend, a teacher, a tower of authority, or a fellow traveler in the field.

In This Episode You’ll Discover:

• Why defining your role makes writing more intuitive and effective
• How to spot a voice/role mismatch that’s holding your manuscript back
• The “knowledgeable friend” approach that helped Anne Bogel find her flow
• How Annie F. Downs’ “coffee with a friend” brand guides tone and content
• Lisa TerKeurst’s 4 voices for authors: Tower, Teacher, In the Field, and In the Pit
• When to avoid the “In the Pit” voice (and what to do instead)
• Practical tone tweaks: contractions, anecdotes, sentence fragments, vulnerability
• A quick exercise to test multiple voices and choose what fits
• How to align structure, examples, and word choice with your chosen role
• Ways to iterate based on reader response

  0:00 - Introduction and welcome from Ann Kroeker

  0:26 - Episode topic: What’s your role in your reader’s life?

  0:40 - Roles professionals play and their impact

  0:57 - Why writers should understand their role for better connection

  1:10 - Identifying your reader-facing role: friend, expert, or fellow traveler?

  1:17 - The impact of a tone-role mismatch for writers

  1:35 - How tone, structure, and writing style change when role aligns

  1:45 - Aligning roles for authenticity and effective voice

  1:50 - Writers Anne Bogel, Annie F. Downs, and Lisa TerKeurst refine their roles

  2:17 - Anne Bogel’s “friend who knows some things” approach

  2:47 - Using knowledgeable friend tone: relate and inform

  3:04 - Annie F. Downs’ “coffee with a friend” brand

  3:33 - Using anecdotes, humor, and vulnerability as a friendly writer

  3:50 - Lisa TerKeurst’s four author voices explained

  4:23 - The Tower Voice (authoritative expert)

  4:46 - The Teacher Voice (research-backed and vulnerable)

  5:04 - The In-the-Field Voice (guiding as fellow traveler)

  5:26 - The In-the-Pit Voice (venting without solutions)

  5:45 - Finding your role: reflection questions for writers

  6:12 - How readers see you shapes your style

  6:22 - Structuring research-based writing with the Tower Voice

  6:33 - Blending guidance with personal insight as a Teacher

  6:40 - Using shared experience for trust in the Field Voice

  7:04 - The pitfalls of writing from struggle without solutions

  7:12 - Experimenting with different writer voices

  7:38 - Adjusting tone and style to suit your authentic role

  8:12 - Realizing and embodying your role for writing flow

  8:29 - Invitation to Craft Your Book’s Big Idea challenge

  8:50 - Ann Kroeker encourages and supports writers

  9:02 - Closing and ongoing support for writers

• Free 3-Day Challenge: Craft Your Book’s Big Idea — annkroeker.com/3day
• Lisa TerKeurst interview (linked in episode show notes at annkroeker.com/writersrole)

To read and check out all info, head to annkroeker.com/writersrole

In this episode, Ann Kroeker, Writing Coach tackles the common "research rabbit hole" problem that plagues nonfiction writers. Learn how to balance thorough research with productive writing, using Isaac Newton's famous quote about "standing on ye sholders of giants" as inspiration for leveraging others' knowledge without getting lost in endless sources.

• Why the research rabbit hole is a distraction for nonfiction writers
• Noticing when you're researching versus procrastinating
• Practical strategies to ensure you stay focused on the research
• The importance of research for credibility and specificity in nonfiction

⌚️Timestamps:

0:00 - Welcome & Introduction

0:48 - Getting Lost in Research

1:30 - Does Detail Matter?

2:00 - Value of Specifics

3:15 - Building Trust Through Research

3:44 - Research in Memoir & Essays

4:09 - Standing on Giants’ Shoulders

4:40 - 7 Focused Research Tips

5:05 - Bracket Placeholders

5:23 - Tackling Online Distractions

5:45 - Parking Lot Document

6:00 - Staying Relevant

6:23 - Research Timers

6:48 - Organizing Research

7:16 - Research as Conversation

7:45 - Back to Writing

To read and check out all info, head to annkroeker.com/rabbithole

Episode 283 | Release Date: September 24, 2025

In this episode, Ann Kroeker is joined by award-winning author and editor Janyre Tromp for a deep dive into identifying your ideal audience as a writer. Janyre draws on 20+ years of publishing, editing, and marketing experience to explain why targeting the right readers—and understanding their true needs—will transform every stage of your writing process, from drafting to editing to pitching and platform-building. Whether you write fiction, nonfiction, essays, or poetry, this conversation will equip you with actionable strategies, creative encouragement, and permission to be yourself as you connect with real people through your words.

• The difference between demographics and psychographics (and why felt needs matter most)
• How to use “real people” as your audience guide—beyond generic market profiles
• Why writing purely from your own perspective may miss your target audience (and what to do about it)
• Practical strategies for exploring and validating your audience—before you write the whole book
• The value and methods of “testing” your message on social media, in articles, or through speaking
• Smart ways to use outlines, chapter summaries, and comparative titles to clarify your audience
• Why platform-building is about genuine connection, not perfection or performance
• How to balance platform work with writing—plus batching, repurposing, and self-care tips from Janyre’s own practice
• Encouragement for embracing your unique voice and message, even when life or creativity feels overwhelming

• Janyre’s multi-role background: Traditional/indie publishing, editing, and marketing
• Defining your ideal audience: From broad demographics to nuanced psychographics
• How emotion—not just facts—sells books and builds connection
• The role of social media as a “testing lab” for ideas and audience resonance
• Outlining, annotating, and revising to realign with your audience
• Using comparative titles and community spaces to get to know your readers
• Overcoming perfectionism and performance pressure as you build your platform
• Grace for the process—nobody does it all, and real people connect with real people

“Emotion sells a book. Facts do not sell books… That’s why you see a commercial, they’re appealing to an emotion, not a fact.”

“If you want to publish a book and help people, then you have to approach your book writing from that person’s perspective and write the book that they need, not the book that you want to write.”

“Social media is this lovely little lab where you can write about stuff and get immediate gratification of whether it works or not.”

“Go find your audience wherever they are and hang out with them… If you have a conversation with them that resonates, they’ll come hang out with you elsewhere too.”

“You have a message that only you can give. Don’t be afraid to step out into that and make those connections.”

• Join Janyre’s upcoming YPM training: Your Platform Matters (YPM)
• Learn more about Janyre Tromp: janyretromp.com and Editing Insiders
• Free Facebook group for editing questions: Editing Insiders on Facebook

• Email Ann: annkroeker.com/contact
• Explore free & paid offerings: annkroeker.com/everything
• Get free coaching in your inbox: annkroeker.com/connect
• Follow Janyre Tromp: @janyretromp on Instagram, LinkedIn, and (newbie!) TikTok

I'm cheering you on as a writing coach in your ear. Thanks for listening!

Episode 282 | Release Date: September 10, 2025

In this episode, Ann Kroeker, Writing Coach, explores how we can share our ideas and messages immediately through digital platforms rather than waiting for traditional publishing timelines. Learn why starting small today can make a bigger impact than waiting for the "perfect" long-form project to be complete.

• How digital publishing has transformed our ability to share ideas globally
• Why waiting to complete a book means delaying your impact on readers
• Practical ways to repurpose book content for immediate publication
• How to overcome algorithm anxiety and focus on genuine connection
• The value of reaching even a small audience with your message

• [00:00] - Introduction: From farm life to digital publishing
• [03:15] - The Jetsons-like reality of modern publishing tools
• [06:30] - The lengthy timeline of traditional book publishing
• [09:45] - Creative ways to repurpose book content for immediate sharing
• [12:30] - Overcoming algorithm anxiety and focusing on real connections
• [15:45] - Why even reaching a few people matters
• [18:20] - Practical first steps to start sharing your message today

• annkroeker.com/ypm

• Email me: annkroeker.com/contact
• Explore all my offerings, both free and paid: annkroeker.com/everything
• Get free coaching in your inbox: annkroeker.com/connect

I grew up on a farm before email, before social media, before any Internet existed for the general public. We had phones, of course. We had walkie-talkies. But we didn’t have Instagram or websites.

If you traveled back in time and told young Ann (I was “Annie” back then) that at the click of a button—from the palm of my hand—I’d be able to write something that would be available to people anywhere in the world, I wouldn’t have believed you.

I would have laughed, thinking you were teasing me. “Come on,” I would have said, “that’s like something out of The Jetsons.”

Yet here we are, with publishing and distribution platforms literally in the palms of our hands. From your phone or a laptop, you can write something, click publish, and it’s live as an update on social media, a blog post on your website, a newsletter via email.

Anyone in the entire world can read it.

That really is like something out of The Jetsons.

Have you stopped to think how fast and easy it is to write and send a message into the world from your computer or phone—how it flies through the ether and into a follower’s feed or a subscriber’s inbox? The immediacy is mind-boggling.

If you're working on a long-form project like a nonfiction book, you’re writing for a reader whose life you hope to impact, whether through a major transformation or a subtle shift in perspective. It takes a long time to complete a polished version of those 50,000+ words, ready for publication. When you seek traditional publication, you pitch agents in hopes of an offer.

All that work and waiting, and not one word has been read by your intended audience.

Let’s say you finally sign a book contract today. After all that time, your message still won't reach that reader for another year-and-a-half to two years.

That's a long time before your words finally reach your readers.

Why wait when you have Jetsons-like gadgets on hand? Why not start making a difference in your readers’ lives right away? Your full manuscript may still be in progress, but your message can begin changing lives today:

• Blog posts and Substack newsletters let you do a deep dive into your concepts for readers to ponder
• Social media posts allow you to test ideas and connect directly with your audience
• Podcast appearances help you reach listeners who might never discover your book
• Online publications can feature your expertise to established audiences

That chapter you're polishing for your book proposal? You probably have several subsections. Pick one and modify it to become a LinkedIn post.

The research you’ve done to support your main argument? Some could become an infographic for Instagram.

The personal story illustrating your message? Share it on your Substack.

Deliver value now while building anticipation for your completed book that will launch later. You even test your ideas to find what resonates most and strengthen your draft.

If you’re thinking social media algorithms will throttle your reach, try to relax and have a little fun. Imagine how your post might reach a few of your ideal readers and make them think, laugh, feel something.

Remember to be social on social media: Like other people’s content. Leave a comment. Share their posts. Worry less about the algorithm and be social with people you care about.

When you focus on creating helpful content and engaging with others, you connect directly with the people who need your message most.

Sure, maybe fewer people interact with your Instagram carousel post than they used to. Maybe “social media” seems more performative and less “real,” maybe the algorithm change really did show your work to fewer people, but even a few views means you brushed against each other virtually. An interaction in the DMs can be two people chatting and not just an automated system sending out a link (those are handy tools, but I’m suggesting you could simply be real).

Worst case scenario, only a few people see your post. That’s a few people “Annie” never would have reached when sitting in the farm house back in the day.

If you told me then that five or ten people read something I had written and published on a platform called “Instagram,” I would have been astonished. Real people somewhere in the world instantly read my words! That would have changed my life; I would have thought of myself as a writer years earlier. I would have thought about my writing differently, imagining those readers, hoping my ideas would change them in some way as our lives intersected for those few seconds.

Today, at this moment, that’s our reality.

Your message going out means you’re intersecting with readers and potentially changing lives.

Someone out there needs exactly what you have to share—and they need it today.

Choose one approach that feels relatively natural and comfortable. It doesn’t have to be social media. Maybe it’s an emailed newsletter, audio on a podcast, video on YouTube, or a blog post on your website.

Extract one idea from your long-form work-in-progress and shape it to fit the medium.

Press publish.

It’s like the Jetsons…but it’s really out there, reaching readers right now.

I tend to sprawl—both in my writing and, if you ask my family, on the couch. I start with a plan, but as I write, new ideas branch out in every direction. Before I know it, I’ve lost my way. And yet…while I encourage the power of outlines, I confess that I often prefer finding my way through the sprawl, writing until I experience an epiphany—a moment of convergence that shows me what the piece is…and isn’t. In other words, I write my way to clarity. In Write Your Way Forward (episode 281), I help you see the various ways you\'ll gain clarity, even healing through writing itself. I believe if you need to process something, you can write to understand. And I believe if you have something to say more widely, you can write to be heard.

Read the full blog post HERE.

• Write to Discover – Start with Yourself
• Write to Discover Your Top Themes & Topics
• Write to Discover Your Ideal Reader
• Are Outlines a Writer’s Greatest Gift?
• What Lies Beneath the Surface of Your Life?
• Interview with Patrice Gopo on Meaning Making on the Page and Studying the Craft

If you second-guess yourself each time you send your words into the world, you’re not alone. You’re feeling what writers throughout the ages have felt, because it is a risk each time you click \"publish.\" Even if you’re viewed as an expert or thought leader handing down wisdom, your readers need to know they’re not alone. They need to see that you\'ve struggled and still found a way forward. Whether you\'re a writer who regularly reveals your ongoing messy life or you\'re someone who seems to have “arrived,\" your vulnerable stories offer hope.

In this episode, I share some of my own experiences with being vulnerable as I encourage you to open up your heart.

To visit the post that has all the information and links related to this episode (280), click HERE.

• My Writing Life Beginnings, Pt. 1
• My Writing Life Beginnings, Pt. 2
• Your Writing as a Gift (includes the Scott Russell Sanders quote)
• What Lies Beneath the Surface of Your Life
• Use What’s Happened to You, to Shape Your Writing
• Let Life Inspire Your Next Great Piece

An idea pops into your head, so you grab whatever paper product lies nearby and scribble down the thought. Or you come across a quote, story, or stat and realize it connects to your project. Convinced it’s all great material, you jot it down, then stuff the paper into your pocket or purse.

Now you’re ready to write, but you're discovering random Post-Its, index cards, and the backs of envelopes—not to mention pages from notebooks and journals. And you're wondering how these scattered notes and ideas could possibly be organized into a coherent structure for your article, essay, book, or blog post. Where do you start? Today, I’ll suggest one method to organize your notes. Let's call it the Seek, Sort, and Stack approach.

Find your publishing home without losing your voice: Literary agent Deidra Riggs reveals insider secrets on breaking into publishing while staying true to yourself—especially for women of color and writers with unconventional perspectives.

In this interview (episode 278), you'll discover...

• Insider secrets: Deidra reveals what draws her to a manuscript
• Authors' authentic voices: Deidra supports clients, helping them navigating publishing without compromising their unique perspectives and voices
• Publishing reality check: Social media followers...do they matter as much as we think?
• Deidra's wishlist: Learn what genres Deidra's looking for (and how the main interest surprises her)
• Direct access: Deidra invites you to contact her directly with your work (a rare agent invitation!)

Ever wondered what literary agents really look for in submissions? Or how to maintain your authentic voice in an industry that often demands conformity? Literary agent Deidra Riggs shares some of publishing's hidden realities while sharing her journey from writer to agent at Embolden Media Group.

This isn't just another "how to get published" conversation, however. Deidra reveals her process for deciding to work with an author, why this is a "risky time" for diverse voices in publishing, how she creates and searches for a nurturing "home" for authors (particularly women of color), and what makes her champion certain manuscripts in an increasingly challenging market.

Deidra is an author, speaker, coach, and consultant. Her extensive background includes writing, editing, and marketing for faith-based, nonprofit, and for-profit organizations. She is adept at shepherding a group or individual to the successful conclusion of a project, offering clear and accessible tools and guidance. Deidra is drawn to well-told stories with fresh viewpoints.

Whether fiction or nonfiction, she gravitates toward engaging, thoughtful, and creative first-rate narrative and out-of-the box perspectives that help us laugh, dream, heal, and grow (and go) forward. A Qualified Administrator of the Intercultural Development Inventory (IDI), Deidra lives in Connecticut.

0:00 Introduction to the publishing industry challenges

0:58 Welcoming Deidra Riggs, a literary agent who cares

2:07 Deidra's journey from writer to literary agent

3:04 The influence of blogging on Deidra's path

7:23 Deidra's transition to publishing books

10:17 Joining Embolden Media Group as a literary agent

12:22 Building relationships with authors and editors

14:58 Creating a sense of "home" in the publishing process

16:50 Handling rejections and providing feedback

19:03 Assessing submissions and deciding to proceed

22:17 Platform requirements and starting a conversation

24:49 Discovering new writers and using social media

28:17 Encouragement for finding a publishing "home"

29:44 Exploring other publishing options

31:09 Balancing social media and new content for books

33:15 Deidra's current interests (it surprises her)

35:10 Contacting Deidra and final thoughts

• Full Episode Information & Transcript
• Embolden Media Group
• Contact Deidra Riggs
• Related: Interview with literary agent Lucinda Halpern
• Craft Your Best Book Proposal

On a chilly December afternoon in 2014, I closed the door to my bedroom, swallowed back nerves—even trembled a little as I held a tiny earpiece as a microphone. Then I cleared my throat and recorded my first podcast episode that lasted all of two minutes.

At that point a seasoned author, I forgot what it felt like to send something into the world for the first time. I’d done it for decades with my voice on the page or the screen. With a podcast, I was sending my actual voice into the world for the first time. How would people react? Would these episodes find their way into writers’ ears? I was a beginner again.

I fretted over editing, even though my initial vision for using audio was to give myself a simpler way to share ideas. I thought I could wing it. I thought it would be simple. But I realized a more focused, tight delivery would serve listeners better, so I started by outlining and writing a script. This added more time and tasks, but it gave people another way to enjoy the ideas without wasting any of their time with rambling and repetition.

Only a few people listened to those first episodes. My friend Charity listened. My mentors. A few friends. I probably forced my husband to help with audio editing questions, but that may have been it.

Publishing episode after episode proved daunting when I looked at the stats and saw only a few people tuning in. I kept going, though, because I enjoyed it. Truly. I loved sending off ideas as a podcast episode, in that medium.

When I first told people about it, they told me they couldn’t find it on their podcast player. They searched and searched, but…nothing. I phoned the good people at Blubrry, my podcast host, to help diagnose several technological mishaps on my part, which resulted in a name change from The Writing Life with Ann Kroeker to the Ann Kroeker, Writing Coach podcast. With those few changes, people could finally find the podcast.

In time, more listeners downloaded the show. A friend with a huge following shared it one afternoon and that introduced me to her readers. My listening stats showed a bump because of that and the numbers continued to rise: and every number, an individual writer I hoped to encourage.

Ten years later, looking back at those humble beginnings in late 2014, I can see how the determination to start—even when I didn’t know what I was doing, even when I was scared—led to a decade of growth and connection. I grew as a coach, writer, speaker, and podcaster, and writers have told me the ideas I’ve shared have helped them grow in their courage, craft, and confidence.

If that’s you, thank you. Thank you for being part of this journey.

While I don’t obsess over data, I’m floored to realize how it’s grown into a platform that reaches writers worldwide. I thought you might enjoy seeing the top 10 countries where writers are listening to the “Ann Kroeker, Writing Coach” podcast. You might even be in one of them!

Here are the top 10 countries based on listener downloads:

The most downloaded episodes must reflect what resonates most. Enjoy browsing the top 10 downloaded episodes of all time (as of January 2025), in case one of them resonates with you:

For the first four years of podcasting for writers, I produced only short solo episodes. In 2018, I began to incorporate interviews and since then, I’ve introduced you to 16 writing and publishing professionals, inviting them to share their wisdom and insights.

My first three interviews were with:

Two cornerstone series emerged over the years that continue to guide writers: Your Writing Platform, and What Do I Write Next.

For the Your Writing Platform series, I helped writers understand that platform-building isn’t about being a wandering troubadour, but about finding your focus and connecting authentically with readers who resonate with your message.

This series addressed the perpetual question of creative direction, encouraging writers to explore their “vein of gold” while staying open to experimentation.

For that first-ever episode, I decided the best thing to do was to give myself the advice I gave my writing clients all the time: just get started.

If you’re hung up on a project and you don’t know how to launch it, or you don’t know how to outline it, or you don’t know where you’re going with the ideas, just get started.

Once you start, you’l...