The Publishing Performance Show

I had the pleasure of hosting this special panel edition of The Publishing Performance Show, bringing together four brilliant publishing industry experts to discuss book launch strategies. The conversation covered everything from hard vs. soft launches to advertising strategies, review acquisition, and genre-specific approaches. 

Our incredible panel featured:

Craig Martelle - A publishing veteran with over 200 books published who runs some of the largest indie conferences in the world. Craig shared his unique approach of soft-launching a 10-book series in just 9 months, selling a quarter million dollars worth of books with minimal marketing.

Dale L. Roberts - YouTube expert and author who specializes in Amazon ads and book marketing strategies.

Alexa Bigwarfe - USA Today bestselling author and founder of Write. Publish. Sell, who offered insights into both children's books and romance marketing.

Julie Broad - Amazon bestselling author and founder of Book Launchers, who specializes in non-fiction book marketing.

In this panel:

• Hard launches vs. soft launches and when to use each approach
• Pre-order strategies and series launch considerations
• Building and managing ARC (Advanced Reader Copy) teams
• Generating book reviews without giving away free copies
• Genre-specific launch strategies for fiction, non-fiction, and children's books
• Amazon ads vs. Facebook ads for different book types
• The importance of email lists over social media followers
• Traditional vs. indie publishing distribution considerations
• Common launch advice myths and misconceptions
• Current and upcoming book projects from each panelist

Resources Mentioned:

• Book Funnel: https://bookfunnel.com
• Story Origin: https://storyoriginapp.com
• Book Sprout: https://booksprout.co
• NetGalley: https://www.netgalley.com
• American Library Association: https://www.ala.org
• Written Word Media: https://www.writtenwordmedia.com
• Kirkus Reviews: https://www.kirkusreviews.com
• Goodreads: https://www.goodreads.com
• Amazon KDP: https://kdp.amazon.com
• IngramSpark: https://www.ingramspark.com

Connect with our panelists:

• Craig Martelle: https://craigmartelle.com
• Dale L. Roberts: https://selfpublishingwithdale.com
• Alexa Bigwarfe: https://writepublishsell.co
• Julie Broad: https://booklaunchers.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 - https://www.linkedin.com/company/publishing-performance/

Support the show

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

H.H. Rune is the author of the "Find Me" series, a unique "fiction-ish" or autofiction work that blends real-life experiences with fictional storytelling. After conceiving the idea at age 30 while a stay-at-home mom, H.H. spent 25 years developing this five-book series before finally committing to publication during the pandemic. The series follows a creative social experiment where the author writes five books containing personal memories about people from her life, then sends them to random individuals across the country in hopes that someone she wrote about will recognize themselves and return a book to her.

In this episode:

• The concept of "autofiction" and blending real memories with fictional narrative
• Creating multiple storylines - the author's journal entries, memories of people, and the books' travels
• Character development across multiple locations and perspectives
• Writing process over a 25-year period before final publication
• The pandemic as a catalyst for finally completing the project
• Interactive elements including trackable books with QR codes
• Creating an interactive reader experience with sign-in pages at the back
• Working with a publicist to refine marketing messaging
• TikTok as a primary marketing platform for indie authors
• Breaking conventional writing rules about perspective and format

Resources mentioned:

• Find Me Book One: https://www.amazon.com/dp/B0CZCFG8R4?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• Find Me Book Two: https://www.amazon.com/dp/B0DB8J1G3P?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• Find Me Book Three (coming soon) : https://www.amazon.com/Find-Me-Book-Three-Different-ebook/dp/B0F73BK11T?ref_=ast_author_dp
• Limited edition trackable versions with QR codes
• Interactive map on author's website (coming soon)
• Instagram page for the Find Me series: https://www.instagram.com/h.h.rune/
• BookBub: https://www.bookbub.com/
• Goodreads: https://www.goodreads.com/
• Lauren Hathaway - https://www.linkedin.com/in/lauren-hathaway-39a3588

Book Recommendations:

• "The Anti-Rule: Navigating the Lies about Fiction Writing" by Christian Francis: https://www.amazon.com/dp/1916582052?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with H.H. Rune:

• TikTok: https://www.tiktok.com/@hhrune
• Website: https://hhrune.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 - https://www.linkedin.com/company/publishing-performance/

Support the show

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

Emily Crookston is the owner and "decider of all things" at Pocket PhD, where she specializes in ghostwriting and developmental editing for business books. With a PhD in philosophy and background as a professor, Emily transitioned to content writing, starting with blog posts before moving to longer formats like business books. Her focus is helping thought leaders and business owners create books that serve as effective tools for lead generation, authority building, and speaking opportunities. Emily recently published her own book, "Unwritten: The Thought Leaders Guide to Not Overthinking Your Business Book," which guides business owners through the process of writing and publishing their books without getting stuck in overthinking.

In this episode:

• Building a compelling business case for writing a book
• Finding your unique point of view among similar books
• Maintaining author authenticity when working with a ghostwriter
• Using AI effectively as a brainstorming partner
• Avoiding common overthinking traps in book writing
• Setting realistic word count goals for busy entrepreneurs
• Self-publishing advantages for business books
• Creating reader-centric content even in business memoirs
• Positioning your book strategically in the marketplace
• Finding time to write while running a business

Resources mentioned:

• Unwritten: The Thought Leaders Guide to Not Overthinking Your Business Book - https://www.amazon.com/dp/B0D94YDCP5?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• Website - https://www.thepocketphd.com/
• AI tools for book brainstorming and outlining
• Standard operating procedures (SOPs) as book content foundation

Book Recommendations:

• "Better Than Before" by Gretchen Rubin -  https://www.amazon.com/dp/0385348630?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_t

Connect with Emily Crookston:

• LinkedIn - https://www.linkedin.com/in/emilycrookston
• Website - https://www.thepocketphd.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 - https://www.linkedin.com/company/publishing-performance/

Support the show

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

Sheryl Bass is a children's author and book PR expert with a master's degree in social work and journalism. Her Baby Dragon series focuses on social emotional learning for children, teaching important life lessons through engaging stories. Starting from a flash of inspiration during a sneeze 15 years ago, Sheryl brought her first book "Baby Dragon's Big Sneeze" to life through self-publishing after traditional publishing routes proved unsuccessful. She runs Be Kind Publishing, emphasizing kindness and social emotional development in children's literature.

In this episode:

• Origins of "Baby Dragon's Big Sneeze" from a sneeze inspiration
• Importance of social emotional learning in children's books
• Working with developmental editors to strengthen storylines
• Finding illustrators through self-publishing resources
• Understanding work-for-hire contracts with illustrators
• Self-publishing vs traditional publishing in children's literature
• Using pubby.co for obtaining book reviews
• PR strategies for children's book authors
• Marketing through podcasts and in-person events
• Building a children's book series

Resources mentioned:

• Self Publishing Made Simple - April Cox's mentoring service - https://www.selfpubmadesimple.com/?srsltid=AfmBOoodOm97WpZCXhBvTukZyUleNWbf4QPvbmp0DJGvSO4-EyZ5SJr8
• Society for Children's Book Writers and Illustrators: https://www.scbwi.org/
• Pubby.co - https://pubby.co/
• IngramSpark - https://www.ingramspark.com/
• Amazon KDP - https://kdp.amazon.com/

Book Recommendations:

• "Hunger for Words" by Christina Hunger - https://www.amazon.com/dp/B092DYHW2K?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with Sheryl Bass:

• Website - https://www.be-kindpublishing.com/
• Baby Dragon Finds His Family: A Picture Book About Belonging - https://www.amazon.com/dp/B0CLRX6WKG?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• Baby Dragon's Big Sneeze: A Picture Book About Empathy and Trust - https://www.amazon.com/dp/B0BJTFPQ55?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• Available on Amazon, Barnes & Noble, Walmart, Target

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/

Chris Wallace is a professional poker player, author, and co-founder of WrittenWell.com. With a background in guitar building before developing an allergy to exotic hardwoods, Chris transitioned to professional poker, which led to writing opportunities during the poker boom. He began writing for poker magazines and blogs, eventually publishing several poker books including a strategy guide and "Short Stacked Ninja." After helping famous poker players increase their book sales through his understanding of Amazon's algorithms, Chris expanded into consulting with authors across all genres before co-founding WrittenWell.com with Adam Stempel and other publishing experts.

In this episode:

• Journey from poker player to poker writer to author consultant
• How analyzing Amazon's search algorithm led to book marketing success
• Comprehensive self-publishing resources on WrittenWell.com
• Genre-specific guides with tropes, clichés, and market trends
• Keyword optimization strategies beyond basic search terms
• Importance of avoiding keywords that hurt conversion rates
• Audiobook trends and AI narration developments
• WrittenWell.com's critique groups and writing sprints
• The future of self-publishing vs. traditional publishing

Resources mentioned:

• WrittenWell.com - https://writtenwell.com/
• Publisher Rocket - https://publisherrocket.com/
• Kindle Trends - https://kindletrends.com/
• ProWritingAid - https://prowritingaid.com/
• AutoCrit - https://www.autocrit.com
• Spoken.press - https://www.spoken.press/
• ElevenLabs - https://elevenlabs.io/

Book Recommendations:

• Thomas Harris novels (including "Dragon" and "Silence of the Lambs") - https://www.amazon.com/stores/Thomas-Harris/author/B000AQ28TK?ref=ap_rdr&isDramIntegrated=true&shoppingPortalEnabled=true
• Cormac McCarthy's works
• "Characters and Viewpoint" - https://www.amazon.com/dp/1599632128?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with Chris Wallace:

• WrittenWell.com - Use code "publishingperformance" for a discount

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/

Mitch Carson is a bestselling author, TV host for NBC in Las Vegas, and international speaker who specializes in helping people build their personal brands and increase their media exposure. With decades of experience in television and media, Mitch has mastered the art of getting authors and entrepreneurs featured on major platforms. He shares his expertise on creating compelling pitches, building credibility through strategic media appearances, and leveraging visibility to achieve greater success in business.

In this episode:

• The importance of continuous marketing and "omnipresence"
• Creating a professional one-sheet to secure media appearances
• How to customize your pitch for different media outlets
• Strategies for approaching major networks like BBC
• Understanding editorial calendars and timely hooks
• The value of matching testimonials to your target market
• Case studies of successful clients who used media to grow their businesses
• First steps for authors with no existing media presence
• The crucial role of credibility in media bookings

Resources mentioned:

• Get Interviewed Guaranteed program
• Author Speaker Summit (February event)
• LinkedIn as a primary platform for author visibility

Book Recommendations:

• "Think and Grow Rich" by Napoleon Hill
• "Atomic Habits" by James Clear

Connect with Mitch Carson:

• Website: getinterviewedguaranteed.com/meet-with-mitch

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/

Andrew Wallner and Phil Marshall are co-founders of Spoken, an innovative platform that combines AI narration technology with a streaming network for audio content. Coming from backgrounds in healthcare technology where they developed conversational AI systems, they sold their company in 2021 before turning their attention to the audiobook market. Phil, as a sci-fi writer and audio-only reader, recognized the need for better tools to create, publish, stream, and monetize audio content, which became the genesis of Spoken.

In this episode:

• Origins of Spoken from healthcare technology to audiobook innovation
• How Spoken combines AI narration with streaming capabilities
• Multi-character and multi-voice narration options
• Creating custom AI voices designed exclusively for specific characters
• Using the "Speak It" feature for precise pronunciation and inflection
• Automatic analysis of characters to suggest appropriate voices
• The Unified Streaming Network monetization model
• Free options for authors just getting started
• How authors retain their rights on the platform
• DIY audiobook creation in a single sitting
• Upcoming "Take It With You" feature for exporting audio

Resources mentioned:

• Spoken.press - https://www.spoken.press/
• ElevenLabs - https://elevenlabs.io/
• Worldcon - https://www.worldcon.org/
• Author Nation - Author conference where Spoken was presented

Book Recommendations:

• "Kill Your Darlings" - https://ihave.spoken.press/p/3SatPI7Y1iE
• "Welcome to the Audioverse" - https://drphilmarshall.com/spoken

Connect with Andrew and Phil:

• Spoken.press - https://www.spoken.press/
• drphilmarshall.com - https://drphilmarshall.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 - https://www.linkedin.com/company/publishing-performance/

Support the show

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

Johnathan McClain is a multi-talented creative professional working as a screenwriter, narrator, actor, and novelist. With a background in theater and television, Johnathan transitioned to audiobook narration in 2012, coinciding with Amazon's acquisition of Audible when the demand for narrators exploded. His first major audiobook projects included narrating several Jack Reacher novels, and he has since recorded over 200 books across various genres including sci-fi, fantasy, lit-RPG, mystery thrillers, and romance.

In this episode:

• Journey from child actor to audiobook narrator
• Theater experience as preparation for narration
• Transition from TV to complete performance control
• Why voice quality alone isn't enough
• Adapting narration style across genres
• Preparation process for fiction vs. non-fiction
• Author-narrator collaboration workflow
• Best practices for manuscript formatting
• Challenges of dual vs. duet narration
• Common narration mistakes and solutions
• Tips for DIY audiobook narration

Resources mentioned:

• Audible/ACX - https://www.acx.com/
• Find A Way Voices - https://www.findawayvoices.com/
• iAnnotate - https://www.folia.com/iannotate
• Audio Technica 4040 - Microphone recommendation for home recording
• Focusrite Solo - Preamp recommendation for home recording

Book Recommendations:

• "James" by Percival Everett - https://www.amazon.com/dp/0385550367?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl
• "The Wealth of Shadows" by Graham Moore - https://www.amazon.com/dp/B0CG8G3NRT?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with Johnathan McClain:

• Website: Available for contact through his personal website
• "Meet Your Maker" - Fantasy series co-written with Seth MacDuffie and published by Podium
• "Newtown" series - Popular lit-RPG series narrated by Johnathan

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/

JD Barker is a New York Times bestselling author who has experienced various publishing paths including traditional, indie, and hybrid publishing. With a background as a book doctor and ghostwriter for over 20 years, JD transitioned to writing his own novels and has since collaborated with James Patterson among other notable authors. His unique publishing journey includes a special relationship with Simon & Schuster that combines the advantages of indie publishing with the distribution power of a major publisher. JD's expertise spans multiple genres within the thriller and suspense categories, and he has numerous works optioned for film and television.

In this episode:

• JD's journey from ghostwriter to bestselling author
• The pros and cons of traditional vs. indie publishing
• His unique partnership arrangement with Simon & Schuster
• Collaborating with James Patterson and other co-authors
• How outlining transformed his writing process
• Creative marketing strategies for book promotion
• Tips for new authors on quality, consistency, and platform building
• The challenges of adapting books for film and television
• Upcoming projects including a Flatliners reboot novel

Resources mentioned:

• Writers Ink podcast: https://writersinkpodcast.com/
• NetGalley: https://www.netgalley.com/
• Website: https://jdbarker.com/

Book Recommendations:

• "On Writing" by Stephen King: https://www.amazon.com/dp/1439156816?&linkCode=ll1&tag=pubperf-20&linkId=400c65572fa1761b41f901ed6233057c&language=en_US&ref_=as_li_ss_tl

Connect with JD Barker:

• Website: https://jdbarker.com/
• Books: https://jdbarker.com/books/
• "We Don't Talk About Emma"” https://jdbarker.com/books/we-dont-talk-about-emma/
• "The Writer" with James Patterson: https://jdbarker.com/books/the-writer/
• Upcoming Release: "Something I Keep Upstairs" (May)

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/

Aryn Van Dyke is a book marketing expert and the founder of Book Rockstar, specializing in LinkedIn marketing strategies for authors. With extensive experience helping both fiction and nonfiction writers leverage LinkedIn as a powerful platform for book promotion, Aryn has developed proven methods for building professional networks, crafting engaging content, and connecting authors with their target audiences. Despite LinkedIn's reputation as a purely professional platform, Aryn demonstrates how authors can transform it into a dynamic marketing channel that drives book sales, speaking engagements, and business opportunities.

In this episode:

• Why LinkedIn is valuable for authors, especially nonfiction writers
• How fiction authors can also leverage LinkedIn effectively
• Creating a strategy to connect with niche audiences
• Optimizing your LinkedIn profile to showcase your book
• Content formats that drive engagement and visibility
• Networking techniques for building valuable connections
• Tools and resources to streamline your LinkedIn marketing
• Common mistakes authors make on the platform
• Working with a LinkedIn marketing specialist

Resources mentioned:

• LinkedIn content creators to follow: Kate LaDawn and Holly Krashaw
• Later: https://later.com/
• Loomly: https://www.loomly.com/
• Buffer: https://buffer.com/
• LinkedIn's native scheduler: https://www.linkedin.com/help/linkedin/answer/a1347212
• Author Nation conference

Book Recommendations:

• "Own Your Influence" by Shereen Simon: https://www.barnesandnoble.com/w/own-your-influence-sherenne-simon/1146338027

Connect with Aryn Van Dyke:

• Website: https://www.bookrockstar.com/
• LinkedIn: https://www.linkedin.com/in/aryn-van-dyke

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/