Alexa Nazzaro is the founder of Axel Author Group, a publishing services company with the memorable tagline "we won't let you publish crap." With a background in writing and business communications, Alexa transitioned into author services after helping a client with an ebook project. Her passion for the creative process led her to support authors across various genres, offering everything from editing and formatting to comprehensive launch strategies. While running her publishing services company, Alexa also works on her own fiction writing, giving her unique insight into both sides of the author journey—as both a service provider and a working writer.

In this episode:

• Effective book launch strategies from planning to execution
• The 90-day pre-launch marketing timeline
• Building and mobilizing a street team
• Getting advanced reviews through NetGalley
• Optimizing Amazon categories and keywords
• Running successful bestseller campaigns
• Author networks and newsletter swaps
• Post-launch review generation tactics
• Staggered format releases (ebook, paperback, audiobook)
• Special considerations for children's books
• Full-service publishing vs. DIY approaches

Resources mentioned:

• NetGalley: https://www.netgalley.com/
• Kirkus and Forward Reviews: http://www.kirkusreviews.com/
• Independent Book Publishers Association: https://www.ibpa-online.org/
• Story Origin: https://storyoriginapp.com/
• Podmatch: https://podmatch.com/

Book Recommendations:

• "Gasping for Air, Choking on Shame" by Dana S. Diaz: https://www.amazon.com/dp/B0C6WBCWNG?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• "Summer's Blood" by Adele Royce: https://www.amazon.com/dp/B0D4VZYCPX?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• "The Creative Habit" by Twyla Tharp: https://www.amazon.com/dp/0743235274?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• "The Artist's Way" by Julia Cameron: https://www.amazon.com/dp/0143129252?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with Alexa Nazzaro:

• Axel Author Group Website: https://aaxelauthorgroup.com/

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin -

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Matt Briel is the Vice President of Marketing and Sales at Lulu.com, a self-publishing platform that has been a leader in print-on-demand technology since 2002. Founded by tech entrepreneur Bob Young, Lulu specializes in direct sales solutions and offers unique publishing options that major distributors don't provide—most notably spiral bound (coil bound) books. With global print networks across the US, UK, France, Australia, and other markets, Lulu enables authors to sell books directly through Shopify integrations while maintaining the flexibility to offer multiple formats and trim sizes. Matt brings extensive knowledge of alternative publishing formats and direct-to-consumer strategies for self-published authors.

In this episode:

• What Lulu is and how it differs from KDP and other print-on-demand platforms
• Why Amazon and Ingram don't distribute spiral bound books
• The production process: why coil bound books print faster than perfect bound
• Best book categories for spiral binding: cookbooks, workbooks, planners, journals
• Pricing breakdown: coil bound costs between paperback and hardcover
• Case study: Author selling 300 spiral bound planners per month
• Case study: Cricut pattern guide selling 900 units monthly (21,000 total in 2 years)
• Why niche audiences respond well to utilitarian coil bound content
• How to sell spiral bound books on Amazon (merchant seller fulfillment)
• Offering multiple formats: hardcover, paperback, and spiral bound variations
• Low content and no content books: free downloadable planner interiors
• Global printing networks that reduce shipping costs and customs issues
• Lulu's 250,000 spiral bound books printed this year (growing annually)
• Free resources and interior file templates on Lulu

Resources Mentioned:

• Lulu.com print-on-demand platform
• Lulu Shopify plugin for direct sales
• Global print network facilities (US, UK, France, Australia)
• Free downloadable interior files and templates
• Lulu cover creator tool
• WooCommerce and Wix integrations

Book recommendations:

• "Salem's Lot" by Stephen King
• "Write, Publish, Repeat" by Lynette Greenfield

Connect with Lulu:

• Website: https://www.lulu.com/
• Lulu.com Customer Service: https://help.lulu.com/en/support/tickets/new
• Direct Sales Plugins Available Through Lulu
• Shopify plugins: https://www.lulu.com/sell/sell-on-your-site/shopify
• Wix integration: https://www.lulu.com/sell/sell-on-your-site/wix
• WooCommerce integration: https://www.lulu.com/sell/sell-on-your-site/woocommerce

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

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Tom Wilde is the Head of Partnerships at ProWritingAid, a comprehensive writing toolkit designed for storytellers and creative writers. With a background as an English teacher, Tom brings educational expertise to helping writers understand craft elements like passive voice, sentence structure, and readability. ProWritingAid has evolved from a grammar checker into a full editorial assistant that works with writers across multiple platforms, offering 25 different reports that analyze everything from sticky sentences to character development. The tool integrates with popular writing software like Scrivener, Google Docs, and Microsoft Word, providing both real-time checking and deep manuscript analysis.

In this episode:

• What ProWritingAid is and how it's evolved beyond basic grammar checking
• How the tool integrates with Scrivener, Google Docs, Word, and other writing platforms
• The difference between real-time checking and deep report analysis
• Privacy guarantees: your text is never stored or used for AI training
• The sticky sentences report: identifying when 40% of your words are just padding
• How the all repeats report finds overused words and phrases you can't see
• Readability analysis at the paragraph level to prevent reader drop-off
• AI-powered features: Rephrase, Critique, and Sparks
• How the Critique report analyzes characterization, dialogue, plot, and structure
• Using ChatGPT's API responsibly without storing or sharing user text
• AI Sparks for writer's block: inspiration without replacing your voice
• Changing perspective, tense, or adding sensory detail with AI assistance
• Genre-specific writing goals and benchmarks for different fiction categories
• Writers Week events throughout the year for different genres

Resources mentioned:

• ProWritingAid: https://prowritingaid.com/
• Writers Week events: https://prowritingaid.com/art/1163/learn-with-prowritingaid-this-month.aspx
• Integration with Scrivener, Word, Google Docs: https://prowritingaid.com/integrations
• YouTube channel tutorials: https://www.youtube.com/channel/UClh8Sjuq-j17zxjfvvxmcIg

Book recommendations:

• Go As A River by Shelley Reed: https://www.booksamillion.com/p/Go-River/Shelley-Read/9781954118232
• Fingersmith by Sarah Waters: https://www.amazon.com/Fingersmith-Sarah-Waters/dp/1573229725

Connect with Tom:

• Website: https://prowritingaid.com/
• Facebook: https://www.facebook.com/prowritingaid
• X.com: https://twitter.com/prowritingaid
• Instagram: https://www.instagram.com/prowritingaid.insta/
• Linkedin: https://www.linkedin.com/company/prowritingaid
• YouTube: https://www.youtube.com/channel/UClh8Sjuq-j17zxjfvvxmcIg

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

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Nick Thacker is a bestselling author of over 45 books across multiple genres, including the 16-book Harvey Bennett thriller series. What makes Nick's story unique is that he never wanted to be a writer—he hated writing in school and only started his first book as a Christmas gift for his father. After working in marketing and web design, Nick applied business principles to his author career and was able to quit his full-time job in 2017. Today, he runs Book Career in a Year, where he teaches authors how to build sustainable writing careers through strategic marketing, email list building, and treating their creative work as a business.

In this episode:

• Why Nick hated writing but became a prolific author anyway
• The "muddy middle" problem and how craft books saved his first manuscript
• How The Enigma Strain made only $80 in its first year but became a bestseller
• Why writing more books is the single best marketing strategy
• The crucial difference between fighting obscurity and making money
• Three marketing buckets every author needs: email, social media, and advertising
• How to build an email list as a fiction writer by giving away entire books
• Why you should make your social media attractive, not promotional
• Why "writing for yourself" is often an excuse to avoid marketing
• Productivity systems that work: the 12 Week Year and EOS (Traction)
• How to find your own writing process instead of copying famous authors
• Step-by-step guide to building a book career in one year
• When to start investing in Facebook and Amazon ads
• The importance of sending readers back to Amazon for algorithmic benefits
  
  

Resources mentioned:

• Book Career in a Year program: https://www.bookcareerinayear.com/
• Scrivener: https://scrivener.app/
• Email marketing platforms
• Amazon KDP: https://kdp.amazon.com/
• Facebook advertising platform: https://www.facebook.com/business/ads
• The 12 Week Year book: https://www.amazon.com/12-Week-Year-Others-Months/dp/1118509234
• Entrepreneur Operating System (EOS): https://www.eosworldwide.com/

Book recommendations:

• Techniques of the Selling Writer by Dwight Swain: https://www.amazon.com/Techniques-Selling-Writer-Dwight-Swain/dp/0806111917
• Amazonia by James Rollins: https://www.amazon.com/Amazonia-James-Rollins/dp/0061965839

Connect with Nick:

• Website: https://www.nickthacker.com/
• Book Career in a Year Coaching Program: https://www.bookcareerinayear.com/
• Online courses and training: https://www.bookcareerinayear.com/coaching/
• Books by Nick: https://www.amazon.com/stores/author/B008A2W6XE

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

Support the show

Discover More with Our Curated Starter Packs: https://teddyagsmith.com/starter-packs/

Ellen Erikson is a publisher with over 30 books in her catalog, including both self-authored titles and public domain editions. She specializes in helping authors understand how to legally republish classic works by adding value through professional formatting, contemporary cover design, and thoughtful annotations. Ellen teaches other publishers how to navigate the complexities of copyright law, Amazon's content guidelines, and competitive research to create profitable public domain book businesses while keeping literary classics accessible to modern readers.

In this episode:

• What public domain books are and how copyright expiration works across different countries
• The 100-year rule for determining if a book is safe to publish
• Why classics from authors like Charles Dickens and Shakespeare remain profitable
• Amazon KDP's specific requirements for differentiating your public domain edition
• Three ways to make your edition unique: translations, illustrations, or annotations
• How to add 5,000-word annotations including author biographies and study guides
• Common copyright mistakes including newer translations and trademarked characters
• The Winnie the Pooh trademark lesson: why some story elements remain protected
• Competitive research strategies for finding underserved classic book niches
• How to identify opportunities where existing editions look outdated or homemade
• Building a recognizable series of classics with cohesive cover design
• Advertising tactics using author names and famous titles as primary keywords
• Where to find free manuscripts: Project Gutenberg and ManyBooks
• Formatting challenges with old digital files and when to outsource
• Royalty rates for public domain books: 35% ebooks, 60% minus print costs for paperbacks
• Page count limitations for KDP hardcovers (500 pages maximum)
• Using Wikipedia to discover an author's lesser-known works with less competition
• Whether audiobook production makes financial sense for public domain titles

Connect with Ellen:

• Linkedin: https://www.linkedin.com/in/ellenerikson/

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

Support the show

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Oriana Leckert is the Head of Publishing at Kickstarter, a public benefit corporation dedicated to bringing creative projects to life through crowdfunding. As both a writer and publishing industry expert, Oriana oversees one of Kickstarter's most dynamic categories, working with authors ranging from emerging indie writers to major bestselling authors who have raised millions of dollars. She has helped guide campaigns that have generated hundreds of thousands to over a million dollars in funding, and she's passionate about connecting authors directly with their most dedicated readers.

In this episode:

• How Kickstarter's crowdfunding model works specifically for authors and book projects
• Difference between Kickstarter and traditional book funding or pre-order platforms
• Why all-or-nothing funding actually protects authors from financial risk
• How Kickstarter's algorithm amplifies campaigns based on engagement and attention
• Setting realistic funding goals that match your audience reach and book production costs
• The importance of building your author community before launching a campaign
• Common mistakes authors make when planning their first Kickstarter
• The 30-day campaign timeline and pre-launch preparation strategies
• How to use stretch goals to maintain momentum after hitting your initial funding target

Featured Kickstarter Campaigns:

• The Obsidian Spindle Saga
• Feyland Tales
• The Gilded Rose Auction
• Cradle Books 7-9 by Will Wight
• Saphira Statue
• Nightlight Daily Horoscopes 2024

Book recommendations:

• Dungeon Crawler Carl by Matt Diniman - https://www.amazon.com/Dungeon-Crawler-Carl-7-book-series/dp/B08BX5D4LC

Connect with Oriana:

• Website: https://www.kickstarter.com/
• Facebook: http://www.facebook.com/kickstarter
• Instagram: http://www.instagram.com/kickstarter
• Youtube: http://www.youtube.com/user/kickstarter
• Kickstarter Publishing newsletter: https://www.kickstarter.com/newsletters
• Kickstarter Publishing Category: https://www.kickstarter.com/discover/categories/publishing

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

Support the show

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Audrey Hughey is a planner creator, author, and productivity expert who specializes in helping writers stay organized and achieve their publishing goals. After struggling to balance writing with raising toddlers, attending school, and freelance work, she created comprehensive author planners that have become essential tools for thousands of writers. Her planners are known for being ADHD-friendly and providing "monthly coaching" through structured goal-setting and review processes. Audrey combines principles from project management, entrepreneurship, and productivity science to create systems that help authors plan their entire year holistically—integrating writing goals with life commitments, energy cycles, and personal well-being.

In this episode:

• The crisis moment that led to creating author-specific planning tools during NaNoWriMo
• Why holistic planning (integrating life and writing) is more effective than isolated goal-setting
• The "brain dump" technique for overcoming overwhelm and functional freeze
• How to identify and work with your personal energy cycles and "fallow periods"
• Breaking large projects into achievable "pebbles" for consistent progress
• The 90-day commitment rule for testing new productivity systems
• Monthly review practices that function as affordable coaching alternatives
• Time blocking and realistic word count planning for busy authors
• Why authentic, meaningful goals matter more than borrowed aspirations
• Building cues, triggers, and habits that support consistent writing practice

Resources mentioned:

• The Author's Planner series
• Virtual writing retreats
• Monthly Writing Focus Planners
• Growth Day app
• Female Entrepreneurship Association
• Pomodoro Technique

Book recommendations:

• The Ritualist by Dakota Crowe
• Six Habits of Growth by Brendon Burchard
• Atomic Habits by James Clear

Connect with Audrey:

• Website: www.audreyhughey.com
• Facebook: www.facebook.com/thewriteservices
• Instagram: www.instagram.com/thewriteservices
• Sign Up to Audrey’s Newsletter: https://bit.ly/authorweekly

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

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Christina Graves is a writer, artist, and horror film addict living in the Deep South, where scary stories and history wander hand in hand. She writes horror and thriller stories that explore the darker side of human nature. Her debut novel, a psychological thriller entitled "Still, Dark Places," is available everywhere books are sold and launched Horrorsmith Publishing's thriller imprint, Thrill Forge. Christina is currently working on her second novel, "What We Do In Secret," a twisty domestic thriller set to release on May 27, 2025.

In this episode:

• Christina's journey from aspiring writer to published psychological thriller author
• The process of writing and structuring a dual-timeline novel
• Insights into the indie publishing process with Horrorsmith Publishing
• Balancing writing with family life and other commitments
• The transition from horror to domestic thriller in her upcoming work
• The importance of authenticity in genre writing
• Strategies for building tension and suspense in fiction
• The value of networking and community in the writing world
• How Deep South culture and history influence her dark storytelling

Resources mentioned:

• Horrorsmith Publishing / Thrill Forge imprint
• Books and Brews conference
• Killer Nashville conference

Book recommendations:

• "Consider This" by Chuck Palahniuk
• "On Writing" by Stephen King

Connect with Christina Graves:

• Substack: https://christinagraves.substack.com/
• Instagram: @christinagravesauthor
• TikTok: @christinagravesauthor
• Facebook: christinagravesauthor
• "Still, Dark Places": https://books2read.com/stilldarkplaces

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

Support the show

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Cathy Lewis is the president of C.S. Lewis Publicists, a boutique publicity firm that has been specializing in nonfiction book promotion for 26 years. With seven years of prior experience in traditional publishing, Cathy brings deep industry knowledge to helping authors navigate the dramatically changed media landscape. Her firm has worked with bestselling authors like John Perkins ("Confessions of an Economic Hit Man") and Judith Orloff, generating millions in book sales through strategic media outreach. As a small team of five specialists, C.S. Lewis Publicists provides personalized, one-on-one service that focuses on building thought leadership and author brands rather than just securing individual media placements.

In this episode:

• The evolution of book publicity from traditional bookstore distribution to the Amazon-dominated marketplace
• Why building thought leadership and personal branding has become essential for nonfiction authors
• The critical difference between publicity (exposure) and marketing (direct sales tactics)
• How to develop core messaging that resonates across different media outlets and audiences
• The importance of having a professional website, active blog, and strategic social media presence before launching publicity campaigns
• Platform-specific strategies for LinkedIn (business), Facebook (health/community topics), Instagram (visual content), and TikTok (video engagement)
• Why the "stumble upon factor" in physical bookstores created more predictable sales patterns than current online browsing
• How successful campaigns combine multiple touchpoints: media coverage, social media amplification, and speaking engagements

Book recommendations:

• Media Darlings by Joanne McCall: https://www.amazon.com/Media-Darling-Shine-Through-Interview/dp/1736095005
• Confessions of an Economic Hitman by John Perkins: https://www.amazon.com/Confessions-Economic-Hit-John-Perkins/dp/0452287081
• The Genius of Empathy by Judith Orloff: https://www.amazon.com/Genius-Empathy-Practical-Sensitive-Relationships/dp/1683649710

Connect with Cathy:

• Website: https://www.cslewispublicity.com/
• DIY Publicity blog: https://www.cslewispublicity.com/blog/
• Contact: https://www.cslewispublicity.com/contact-us/

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

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Gillian Harvey is a successful author of women's fiction with nine published books, including the bestselling "The Year in the French Farmhouse" and "The Bordeaux Book Club." Living in France for many years before recently returning to the UK, she brings authentic French culture and experiences to her novels. Her latest book "The Little Provence Bookshop" combines elements of mystery, humor, and magical realism in a French setting.

In this episode:

• Journey from teaching to full-time writing
• Experience of moving to and living in France
• Writing process and plotting techniques using 40-point story outlines
• Naturally incorporating humor into storytelling
• Building successful author-reader relationships through reviews
• Transitioning between publishers and working with Boldwood Books
• Balancing social media presence across platforms
• Importance of in-person author communities and events

Resources mentioned:

• Save the Cat Writes a Novel by Jessica Brody: https://www.amazon.com/Save-Cat-Writes-Novel-Writing/dp/0399579745
• Emily Dickinson poetry: https://www.poetryfoundation.org/poets/emily-dickinson
• Chocolat by Joanne Harris: https://www.amazon.com/Chocolat-Novel-Vianne-Rocher/dp/0140282033
• Norfolk and Suffolk author communities

Book recommendations:

• Save the Cat Writes a Novel by Jessica Brody
• Wolf Hall by Hilary Mantel: https://www.amazon.com/Wolf-Hall-Hilary-Mantel/dp/0312429983
• The Year in the French Farmhouse: https://www.amazon.com/Year-French-Farmhouse-uplifting-feel-good-ebook/dp/B0B5CY4RNG
• The Little Provence Bookshop: https://www.amazon.com/Little-Provence-Book-Shop/dp/1805499688

Connect with Gillian Harvey:

• Website: https://www.gillianharvey.com/
• Instagram: https://www.instagram.com/gillplusfive/?hl=en
• Facebook: https://www.facebook.com/gharveyauthor/
• Twitter: https://twitter.com/GillPlusFive

Connect with Teddy Smith:

• @teddyagsmith
• Website: https://publishingperformance.com/?ref=ywm3mtc
• Facebook - https://www.facebook.com/publishingperformance/
• Pinterest - https://nz.pinterest.com/publishingperformance/
• Instagram - https://instagram.com/publishingperformanceinsta
• Youtube -https://www.youtube.com/channel/UCHV6ltaUB4SULkU6JEMhFSw
• Linkedin - https://www.linkedin.com/company/publishing-performance/

Support the show

Discover More with Our Curated Starter Packs: https://teddyagsmith.com/starter-packs/