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On Building Your Author Audience with Substack

Having a website or blog is one thing. Getting people who don’t already know you to actually find your writing is another. For authors trying to build an audience before the next book comes out, Substack offers something particularly interesting: a place to publish your work and a built-in ecosystem for helping new readers discover it.

Substack coach Adrienne Clark joins Kathleen and Adanna to unpack how authors can make that ecosystem work for them. She compares publishing on your own website to being a fish in the Pacific Ocean hoping to be found, while Substack is more like being a fish in a lake—with discovery tools that give readers more ways to find you.

Along the way, you’ll discover:

• How Substack helps new readers find your writing
• Why the words you use in titles, subtitles, and Notes matter for discovery
• How restacks, recommendations, and collaborations can expand your audience
• What authors should consider before turning on paid subscriptions or putting content behind a paywall
• The four essentials Adrienne recommends setting up when you’re getting started
• Why building your Substack audience is a long game—and why that can work in an author’s favor

And then there’s the question every writer eventually asks: Can I make money from this? Adrienne gets into the realities of paid subscriptions and paywalls, including why monetization needs to make sense for the audience you have now and be sustainable if that audience grows.

Her biggest advice, though, is reassuringly simple: You don’t need to master everything at once. Start with the essentials, keep showing up, and give the right readers a chance to find you.

About our Guest

Adrienne Clarke is the founder of Substack Coach, where she helps writers, authors, creators, and small business owners use Substack with more clarity and confidence. Her work focuses on helping people understand how Substack fits into their larger goals, organize their publications thoughtfully, improve the reader experience, and use features like Notes, recommendations, sections, tags, and paid subscriptions strategically.

She teaches through one-on-one coaching, workshops, and practical resources designed to make Substack feel less overwhelming and more useful.

Learn more about Adrienne on her website: substack.coach

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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Everyone tells authors they need a platform—but what does that actually mean in today's publishing landscape?

In this episode of Talking Book Publishing, Kathleen and Adanna sit down with podcasting and content marketing expert Tracy Hazzard to unpack what an effective author platform looks like today. Tracy explains why social media followers aren't the same as a true platform, why your website should serve as the foundation of your marketing, and how creating consistent content can build lasting authority that continues working long after a single post disappears from a social feed.

The conversation also explores practical ways authors can begin building a platform before their book launches. From choosing the right content format—whether that's blogging, podcasting, video, or Substack—to establishing a consistent publishing rhythm, Tracy shares actionable strategies that help authors attract readers, increase discoverability, and build credibility in an increasingly competitive marketplace. If you've ever wondered where to start with book marketing, this episode offers a clear roadmap focused on building your audience rather than chasing algorithms.

In this episode, you'll learn:

•  Why your website—not social media—is the foundation of your author platform. 
•  The difference between building followers and building an audience you own. 
•  How consistent content improves discoverability and builds authority. 
•  Why authors should choose the content format they enjoy most. 
•  Practical first steps for creating a sustainable marketing platform before your book launches.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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Think publishing your book is the finish line? Think again.

Many authors unknowingly make small publishing decisions that lead to poor discoverability, lost sales, rejected bookstore submissions, or even leave their work vulnerable to theft. The good news? Most of these costly mistakes are completely avoidable—if you know what to look for.

On this episode of Talking Book Publishing, Kathleen and Adanna welcome Juliet Clark of Superbrand Publishing to discuss the publishing and marketing mistakes she sees every day, from copyright protection and metadata to author branding, Amazon optimization, and the scams targeting today's authors.

In this episode, you'll learn:

• Why registering your copyright matters
• The difference between ISBNs, Library of Congress registrations, and Amazon product codes
• How cover design affects discoverability and sales
• What makes effective back cover copy
• Why every author needs a consistent brand
• How Amazon A+ Content helps readers understand your book
• Why metadata and categories are critical for discoverability
• The importance of building your author platform before launch
• How lead magnets grow your email list
• How to recognize and avoid common publishing scams

Whether you're publishing your first book or looking to improve the performance of an existing one, this episode is full of practical advice that can help you publish smarter and market with confidence.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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What do literary agents look for in a book proposal? Do nonfiction authors need a finished manuscript before approaching publishers? And how important are comp titles and author platforms when it comes to landing a traditional publishing deal?

In this episode of Talking Book Publishing, Kathleen Kaiser and Adanna Moriarty welcome book proposal expert Debra Eckerling to demystify the proposal process. Debra shares her Three C's framework—Concept, Context, and Content—and explains why a book proposal is far more than a publishing requirement. It's a sales and marketing document that helps agents, publishers, and editorial boards evaluate both the book and the author.

The conversation explores what makes a nonfiction book marketable, how authors can strengthen their platforms, why comp titles are critical to positioning a book, and the opportunities available to writers pursuing traditional publishing. Debra also shares insights from her own publishing journey and discusses the growing category of "memoir-plus" books that combine personal stories with actionable guidance.

Key Takeaways

•  A successful book proposal is built around Concept, Context, and Content. 
•  The overview, audience analysis, and comp titles are among the most important sections of a proposal. 
•  Most nonfiction books do not need to be completed before they are pitched to agents or publishers. 
•  Comp titles help prove market demand while demonstrating how your book fills a unique need. 
•  Publishers evaluate the author as much as the book itself. 
•  An author platform includes both online visibility and real-world credibility. 
•  Time spent waiting on submissions can be used to strengthen your platform and visibility. 
•  Memoir-plus books often have broader market appeal because they combine storytelling with practical takeaways.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

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AI is one of the most talked-about—and misunderstood—tools in publishing right now.

In this episode of Talking Book Publishing, we sit down with Julie Trelstad to explore how authors can use AI as a creative partner, not a replacement. From writing workflows to marketing strategy and author rights, this conversation breaks down what’s actually useful—and what to avoid.

Julie shares how she uses AI in her own process, why strategy matters more than tools, and what’s coming next as AI reshapes the publishing landscape.

In this episode, we cover:

• How to use AI as a writing assistant without losing your voice
• Why most authors struggle with discovery—not writing
• The difference between ethical and unethical AI use
• How AI can streamline book marketing (if you know what you’re doing)
• Why authors need a strategy before tools
• A new system that could allow authors to protect and monetize their work in AI

If you’re writing, publishing, or marketing a book right now, this episode will help you understand where AI actually fits—and how to use it to your advantage.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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If you’ve ever felt overwhelmed by the querying process—you’re not alone.

In this episode of Talking Book Publishing, Kathleen and Adanna sit down with Patrick McDonald, the creator of QueryTracker—the platform that has become the gold standard for querying literary agents. What started as one writer trying to organize his own submissions has grown into one of the most trusted tools in the publishing industry today. 

This conversation pulls back the curtain on the business side of writing—what’s really happening when you hit “send” on that query, and how authors can approach the process more strategically instead of just guessing.

In this episode, we cover:

•  How QueryTracker became an essential tool for authors 
•  What data can tell you about agent behavior and response times 
•  Why querying feels so difficult (and how to make it more manageable) 
•  The biggest mistakes authors make with query letters and comp titles 
•  How QT Critique is helping writers get real, honest feedback 
•  Why persistence—and patience—matter more than you think 

Patrick also shares insights from his upcoming book, The Modern Guide to Querying Literary Agents, built from 20 years of answering authors’ most common questions.

🎧 Listen now and take the guesswork out of querying.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

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Are authors about to be replaced by AI — or empowered by it?

Publishing technology expert Thad McIlroy joins Talking Book Publishing to explain how artificial intelligence is already reshaping the publishing industry — and why authors who understand these tools now may have a major advantage.

Artificial intelligence is rapidly changing the publishing industry — from writing and editing to marketing, translation, and audiobook production.

Kathleen and Adanna chat with publishing technology expert Thad McIlroy about how AI tools are influencing the way books are created, marketed, and distributed.

Key Takeaways in This Episode:

• How AI is transforming publishing workflows
• Why authors should spend 10 hours learning AI tools (even if they choose not to use them)
•  How AI helps with book marketing and discoverability
•  The ethics of AI in publishing
•  Whether AI threatens authors or helps them

Timestamps

00:00 Introduction
03:40 Why AI exploded in publishing
14:20 Using AI for book marketing
28:10 AI for book design and translation
41:30 Is AI a threat to authors?

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

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In this episode of Talking Book Publishing, hosts Kathleen and Adanna sit down with Naomi Kim Eagleson, writer, editor, and founder of The Artful Editor, for a deep dive into the full editing journey—whether you’re self-publishing or going the traditional route. Naomi takes us through her four-phase editing model and explains why many manuscripts spend too long in “line-edit purgatory” when what they really need is a developmental overhaul.

We talk manuscript critiques vs. developmental edits vs. line-editing vs. proofreading — Naomi breaks each one down, explains when they belong in your publishing timeline, and shows why waiting too long (or paying too early) can hurt your book. She also shares veteran insights on what agents look for in your first 5–10 pages, why voice matters more than perfect punctuation at query time, and how simple tactics like reading your work aloud or letting Word speak it back can reveal structural problems you’ll miss by eye alone.

Whether you're polishing your first draft or prepping your launch, this episode delivers practical, actionable advice to elevate your manuscript and position your book for success.

Resources:
• Website ArtfulEditor.com
• Instagram: @artfuleditor
• Facebook: @artfuleditor

About our guest:
Naomi Kim Eagleson is a Los Angeles-based writer and editor who founded The Artful Editor, an editorial agency dedicated to helping writers of all stripes elevate their manuscripts for publication. Originally from Hawai‘i, Naomi began her career at Manoa, an award-winning literary journal, where she honed her editorial expertise. After earning her MFA from the Iowa Writers’ Workshop, she moved to California in 2010 and launched her own agency offering full-service editing—developmental edits, copyedits, and query reviews. With more than a decade of experience guiding authors toward their publishing goals, Naomi brings deep respect for craft, clear process, and a compassionate edit-mindset to every project.

Related Episodes:
• Season 5 | Episode 8 • Kim Dower

• Season 5 | Episode 7 • Penny Sansevieri

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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In this insightful episode of Talking Book Publishing, hosts Kathleen and Adanna welcome Mary Vensel White, author, editor, publisher, and Orange County president of the California Writers Club. Mary shares her multidimensional expertise in publishing and digs into one of the most elusive topics for authors: book marketing. She brings a refreshingly honest and practical perspective on the importance of market research, knowing your genre, identifying comparable titles, and how all of that plays into placing your book in the right hands.

Listeners will walk away with a deeper understanding of how cover design influences buying decisions, the power of ebook promotions (even free ones!), and why setting a budget and timeline early in the writing process is crucial. Mary and the hosts also explore effective low-budget marketing, the evolving role of social media, and how to reach readers in both digital and physical spaces. Whether you're a debut indie author or a seasoned writer looking to update your strategies, this episode is packed with actionable advice that cuts through the noise.

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Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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In this episode of Talking Book Publishing, hosts Kathleen and Adanna sit down with one of the industry’s most respected voices in author publicity and media coaching: Kim Dower. As the founder of Kim-from-L.A. Literary & Media Services, Kim has spent over 40 years helping writers become not just authors, but compelling public speakers. She’s also an award-winning poet and co-author of Life is a Series of Presentations, the book that introduced the 8 Presentation Practices—essential tools for anyone looking to connect with an audience.

Kim dives deep into the heart of media training, sharing why authors must separate the book from how they speak about it. She discusses the power of storytelling, how to overcome the fear of public speaking, and why humor and vulnerability are crucial in every author’s toolkit. Whether you're preparing for a book tour, podcast appearance, or public reading, this episode offers invaluable insight for turning your message into a magnetic presentation.

Connect With Us

Kathleen: kathleenkaiser.com

Adanna: maddannastudio.com

Podcast listeners receive a special 20% off all ProBookLaunch products. Use code TBPLISTENER20 at checkout.

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