The Self Publishing Show

James and Cissy are joined by PR expert Isabelle Knight to discuss why authors are not just selling books, they are also building a brand readers can connect with. Isabelle explains how indie authors can identify their own author story, understand what sets them apart, and use that foundation across websites, newsletters, social media, events, and publicity opportunities. The episode also touches on Amazon's AI categorisation issues, Meta ad frustrations, upcoming romance conferences, and why professional author presentation matters more than ever.

Key Talking Points

• Why author branding starts with understanding your own story and what readers associate with you.
• How to identify what makes your books distinct from others in the same genre.
• Why readers connect with the emotional truth behind your books, not just the plot or trope.
• How indie authors can use their author story across bios, websites, newsletters, social media, podcasts, festivals, and events.
• Why marketing should align with both your ideal readers and what you genuinely enjoy doing as an author.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• Build Your Author Brand / Isabelle Knight: https://buildyourauthorbrand.com
• Romance Writers of Australia Conference: https://romanceaustralia.com/pages/events
• Romance Writers of New Zealand: https://www.romancewriters.co.nz/event/2026-rwnz-conference-registration/
• Self-Publishing Show Live: https://selfpublishingshowlive.com

James and Cissy dive into the growing world of direct sales, Etsy stores, and special edition books, exploring how indie authors are expanding beyond Amazon and turning their books into premium gift products. They also discuss the importance of professional branding photography, why readers increasingly connect with authors personally, and the latest Meta AI lawsuit involving pirated books used for training AI models.

The episode features a detailed behind-the-scenes look at James's new Cold War-themed Etsy shop experiment, complete with slipcase box sets, MI6-style packaging, collectible golf balls, and premium gifting ideas inspired by the "gifting economy." Meanwhile, Cissy shares her experience with duplex paperback covers, sprayed edges, Etsy merchandise, and building collectible reader products around her romance worlds.

Key Talking points:

• Why professional author photography matters more than ever
• Building an author brand in the AI era
• Readers buying into the author as much as the books
• The Meta AI copyright lawsuit involving pirated books and LLaMA training
• Direct sales and Etsy as a growing opportunity for indie authors
• Turning books into collectible gift products
• BookVault duplex covers and special editions
• Creating reader merchandise tied to fictional worlds
• Using Etsy as a discovery platform for new readers
• SPS Live updates and upcoming sessions on direct selling

Resources mentioned:

• ProWritingAid – use code IWC15 for 15% off annual subscriptions: https://prowritingaid.com/
• SPS Live 2026: https://www.learnselfpublishing.com/spslive
• SPS Party 2026: https://www.learnselfpublishing.com/party-on-the-boat

James and Cissy welcome former Milwaukee police sergeant and author Patrick O'Donnell to discuss his new book, Police Stories: The Rookie Years, and the real-life experiences behind his writing. Patrick shares gripping stories from his early days on patrol, including a near-shooting, a fatal stabbing case, and the realities of policing that often get misrepresented in fiction. The episode also covers indie authors being excluded from a new publishing prize, questions around Amazon's algorithm and Kindle Unlimited, and how writers can use expert communities to make their crime and police procedural details more authentic.

Key Talking Points

• The New Adult Book Prize and why excluding indie authors feels especially frustrating given indie publishing's role in building the genre.
• Ongoing questions around Amazon rankings, Kindle Unlimited borrows, page reads, and whether indie titles are being pushed down in the charts.
• Patrick O'Donnell's police career, from rookie officer to sergeant, and how those experiences shaped his nonfiction and fiction writing.
• A powerful real-life story from Patrick's rookie years involving a knife suspect, a fatal stabbing, and the emotional reality of first responder work.
• How the Cops and Writers community helps authors get police procedure, crime scenes, law enforcement culture, and investigation details right.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• Cops and Writers Facebook Group: https://facebook.com/groups/copsandwriters
• Patrick O'Donnell – Police Stories: The Rookie Years: Available on Amazon
• Indie Writers Club / support page: https://learnselfpublishing.com/support
• LaunchPad course is open for enrolment: https://www.learnselfpublishing.com/launchpad

James and Cissy break down one of the most overlooked (but powerful) parts of your book: front and back matter. From prologues and epilogues to marketing strategy, they explore what actually works for readers and what might be quietly losing you sales. Expect honest takes (including a strong stance on prologues!), practical tips on optimising your back matter for conversions, and smart ways to turn your book into a reader-retention machine. Plus: writing retreats, live events, and a few unexpected tangents along the way.

Key Talking Points

• Why front matter should be minimal and never get in the way of the reader diving into your story.
• The truth about prologues (and why many readers skip them entirely) vs when they can work.
• How epilogues (especially in romance) can add value and even drive reader engagement.
• The importance of a single, clear call-to-action at the end of your book to maximise conversions.
• Smart strategies for back matter marketing, including bonus content, newsletter signups, and reader retention tactics.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• Indie Writers Club (join for retreats & community): https://learnselfpublishing.com/support
• AI Summit: https://aisummit.indieauthortraining.com
• Writer Retreat (New Zealand – August): Indie Writers Club
• Self-Publishing Show Boat Party (London) 11th June 2026: https://learnselfpublishing.com/party-on-the-boat

James and Cissy dig into Draft2Digital's newly announced fees, including a one-off activation charge for new accounts and a yearly maintenance fee for low-earning accounts, and discuss why the reaction from authors has been so strong. They explore what the change says about the growing pressure of AI-generated low-quality uploads, the real cost of running author-facing distribution platforms, and whether small fees are now becoming unavoidable across the industry. Alongside that, they revisit the wider AI debate in publishing, discussing why some authors continue to resist the technology while others are embracing it for admin, analysis, and workflow support. The episode also touches on BookVault special editions, upcoming events, and James's AI translations webinar.

• Draft2Digital's new pricing model, including the $20 activation fee for new accounts and the $12 annual maintenance fee for authors earning under $100 a year.
• Why Draft2Digital's decision is tied to the growing problem of AI-generated low-quality uploads and the cost of filtering them.
• The continuing debate around AI in publishing, including resistance from some authors and the argument that readers, not gatekeepers, will ultimately decide what succeeds.
• The difference between low-quality AI "slop" and thoughtful, professional uses of AI in business processes and publishing workflows.
• BookVault box sets, special editions, and how premium physical products can create new opportunities for authors selling direct or at events.

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• Draft2Digital: https://draft2digital.com
• AI Translations Webinar: https://learnselfpublishing.com/translationswebinar
• Indie Writers Club / support page: https://learnselfpublishing.com/support
• BookVault: https://bookvault.app

James and Cissy continue their exploration of how AI is transforming the business side of self-publishing, focusing on practical workflows that help authors save time and make better decisions. They also discuss planning for Self Publishing Show Live, including shaping the agenda and what attendees can expect from this year's event. Alongside this, the conversation highlights how authors can use AI as a powerful assistant for admin, marketing, and organisation - gaining efficiency without sacrificing creativity.

Key Talking Points

• How AI can streamline everyday author admin tasks and reduce time spent on repetitive work.
• Building simple AI workflows to improve productivity and decision-making.
• Discussion around The Self Publishing Show Live, including agenda planning and event expectations.
• Why authors should focus on using AI as an assistant rather than a creative replacement.
• How efficiency and better systems can give authors a competitive edge in a crowded market.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions) https://prowritingaid.com
• Self Publishing Show Live 2026: https://learnselfpublishing.com/spslive
• Self Publishing Show Live Boat Party: https://www.learnselfpublishing.com/party-on-the-boat
• Indie Writers Club Patreon: https://learnselfpublishing.com/support

James and Cissy explore one of the most practical uses of AI for authors: analysing advertising, sales, and marketing data to make better business decisions. James shares how he used Claude to review Facebook ads, KDP income, and reader engagement data, while Cissy explains how she used AI to assess years of BookBub performance and identify the best strategy for future promotions. Alongside the data discussion, they touch on the ongoing debate around AI writing, why detection remains unreliable, and how authors can focus on using AI as a powerful backend assistant rather than a creative replacement. The episode also includes a mention of James's upcoming webinar on improving AI translations.

Key Talking Points

• How authors can use AI to analyse Facebook ads, KDP sales, and reader engagement data in seconds instead of spending hours in spreadsheets.
• Cissy's use of AI to evaluate BookBub results over time and identify which price points, formats, and titles perform best.
• Why AI can be a game-changer for admin, reporting, and decision-making even for authors who do not use it to write fiction.
• A continued discussion on AI writing, including why detection tools are unreliable and why the market may ultimately decide what readers want.
• Details of James's upcoming webinar on AI translations and why first-pass translation tools still fall short for fiction.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• AI Translations Course: https://learnselfpublishing.com/aitranslations
• Free AI Translations Webinar: https://www.learnselfpublishing.com/webinar

James and Cissy unpack two major controversies affecting authors this week: a traditionally published author dropped over AI writing accusations, and a literary agent's viral TikTok telling writers to stay away from the London Book Fair. Together, these stories highlight growing tensions around AI, gatekeeping, and who the publishing industry is really for. Alongside the debate, the episode blends in personal reflections on writing routines, burnout, and the realities of balancing creativity with business, offering a grounded look at what it means to be an author in today's rapidly shifting landscape.

Key Talking Points

• The fallout from a publisher cancelling an author over suspected AI use and what this means for trust in the industry.
• A literary agent's controversial TikTok telling writers not to attend the London Book Fair and the wider issue of gatekeeping.
• Why authors are increasingly feeling "under attack" from multiple directions, including AI scrutiny and industry attitudes.
• The ongoing challenge of balancing writing time with business demands, stress, and productivity.
• Personal insights into author life, including burnout, routine disruption, and staying consistent in a demanding creative career.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com

James is recording from the Irish Publishing Show on St Patrick's Day, James and Cissy reflect on the changing state of indie publishing, the growing pressure of AI-driven discoverability, and the realities of building a sustainable author career in a more mature market. They revisit the ongoing debate around low-quality AI-generated books on Amazon, discuss why AI detection tools are unlikely to solve the problem, and explore how authors are adapting across indie, hybrid, and traditional paths. The episode also takes a more personal turn, with a thoughtful conversation about reading habits, the books that turn children into lifelong readers, and how authors can use AI in practical, reader-focused ways, including personalised book recommendation quizzes.

Key Talking Points

• James shares insights from the Irish Publishing Show and London Book Fair, including how the indie publishing space feels more mature and less boom-driven than in previous years.
• A deeper look at the AI discoverability problem on Amazon, especially the impact of low-quality AI-generated books flooding categories and search results.
• Why Amazon is unlikely to separate or reliably detect AI-written books, and what that means for indie authors going forward.
• A discussion about how readers are made, including the books that first hooked James and Cissy, and why "reading is reading" at every age and level.
• Cissy explains how she's using Claude and AI tools to build practical reader experiences, including a quiz that helps visitors find the right entry-point book from her catalogue.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions): https://prowritingaid.com
• AI Translations Course: https://learnselfpublishing.com/aitranslations
• Mecca Romance (reader quiz mentioned): https://meccaromance.com

James and Cissy discuss new marketing insights and mindset strategies for indie authors navigating an increasingly complex publishing landscape. From experimenting with BookBub ads and improving AI-assisted translations to analysing breakout success in romance adaptations, the conversation explores how authors can stay competitive in a crowded market. Cissy also shares a creative direct-to-reader marketing tactic, sending postcards to readers, as a way to build stronger audience relationships beyond digital platforms. The episode concludes with the hosts' "Three Things" mindset practice, a simple daily habit designed to help authors maintain perspective, gratitude, and motivation in a challenging creative career.

Key Talking Points

• How BookBub ads and promotional pricing strategies can create long-tail sales effects beyond the initial campaign.
• Lessons learned from improving AI-assisted translations and the impact of higher-quality translations on international book sales.
• Why certain romance stories and adaptations suddenly explode in popularity — and what authors can learn from those breakout successes.
• Creative marketing experiments, including sending postcards and physical mail to readers to build stronger audience connections.
• The "Three Things" daily mindset practice: identifying something that made you happy, something that moved your work forward, and something you're looking forward to.

Links & Resources Mentioned

• ProWritingAid (Sponsor – code IWC15 for 15% off annual subscriptions) https://prowritingaid.com
• AI Translations Course https://learnselfpublishing.com/aitranslations
• BookBub Advertising Platform https://bookbub.com/ads
• James Blatch's donation link: http://jamesblatch.com/marathon
• The Self Publishing Show 2026 https://www.learnselfpublishing.com/spslive
• Heated Rivalry: https://www.imdb.com/title/tt35495073/