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Last year, Dan’s Halloween book sale pulled around 2,500 people to the page. This year it pulled 850. The click-through to authors’ books dropped too, and the sales didn’t follow. It’s a candid opening to an episode that’s less a victory lap and more an honest post-mortem, recorded the day after launching his first solo fiction in three years.
This is a solo episode. Dan celebrates the release of Cock, his psychological rural horror novella about a killer cockerel (yes, the title is the joke, and the book is far darker than the pun suggests), and breaks down what he’s learned launching it. That includes why he sat on finished books for years, why he’s moving towards direct sales and in-person events, and what’s actually working for discoverability in a market where organic reach has all but dried up.
He also shares the upcoming events he’s booked for 2027, an update on the Hatching Season charity anthology for Mind, and the early results of his Facebook ad tests on the Twisted Tales series. The through-line is a practical one: build a consistent reader experience, sell direct where you can, and stop expecting the platforms to do the discovery for you.
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📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
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"If we don't define the canon, someone will define it for us." That line, from Dr. Chesya Burke, became the organizing principle behind an anthology that started as a phone call between two old friends and ended up assembling some of the most influential names in Black horror alongside brand-new voices getting their first-ever publication.
Maurice Broaddus is an award-winning Afrofuturist, editor, and librarian with over a hundred short stories published in Lightspeed Magazine, Black Panther anthologies, Jordan Peele's Out There Screaming, and more. Dr. Chesya Burke is an assistant professor of English and US literatures and director of Africana Studies at Stetson University, whose writing has been compared to Octavia Butler and Toni Morrison by Nikki Giovanni, and named "formidable" by Samuel Delany. Together they've edited Black Horror: Canonical Voices from Then to Now, out from Flame Tree Publishing on 17 November 2026, featuring contributors including Victor LaValle, Tananarive Due, and P. Djèlí Clark.
We get into how the project evolved from an impossibly broad vision into a focused, budget- and genre-constrained anthology, why a poetry reading at a convention led to poems being added to the collection almost by accident, and how a script from Tales from the Hood ended up sitting inside a prose anthology. We also talk candidly about what new writers actually need to hear — that developing a distinctive voice can take a decade, that AI actively hinders that development, and that rejection is universal even among the writers who inspired this very book.
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📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
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🖥️ Find out more: https://danielwillcocks.com/thewriterschair
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Daniel Willcocks' own nonfiction book got flagged and blocked from Draft2Digital — not because it was bad, not because it broke any rules, but because an automated system decided it looked too generic. The irony wasn't lost on him: a book written entirely by hand, blocked by a filter built to catch AI slop. There was no appeal process. Just a flat rejection email and a trail of customer support conversations to work through.
In this solo episode, Dan steps away from interviewing guests to talk through what's actually happening in his own author business right now — from a stalled flat sale eating his bandwidth, to relaunching The Self-Publishing Blueprint 2.0, to finally publishing a new solo horror novella, Cock, four years after the idea first came up on a beach at ChillerCon.
He gets candid about the current state of author marketing: why organic discovery on social media has become nearly impossible, why pay-per-click advertising is now close to essential, and the early results from his first real Facebook ad test selling his Twisted Tales series. He also shares an honest, no-polish look at submission life — including a full manuscript read request from Tor Nightfire that ultimately ended in rejection — and makes the case for writing in series as one of the clearest paths to sustainable author income right now.
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📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
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Jennie Nash once told a three-time New York Times bestselling author to throw out a 500-page memoir she'd spent years writing. It wasn't cruelty — it was pattern recognition. The author's own frustration, the sprawling page count, the lack of a clear intention: all of it was a signal Jennie had learned to read after years of asking the right questions instead of promising the right outcomes.
Jennie Nash is the founder and Chief Creative Officer of Author Accelerator, a company built to help writers write books worth reading. She's coached clients to deals with agents and major publishers including Scribner, Simon & Schuster, and Hachette, and is the author of nine books across three genres. Before book coaching, she was a solid mid-list traditionally published author — until a failed six-figure auction and a botched self-publishing attempt pushed her toward the coaching work that would become her real career.
We get into why she treats book coaching like an entrepreneurial startup problem — borrowing directly from Seth Godin and Simon Sinek — rather than a purely creative one, and why she believes most writing education fails to address the actual, holistic support writers need. We also talk candidly about pricing: why she charges thousands of dollars for services others sell for fifty, and why she thinks the myth of the "genius struck by lightning" is directly responsible for writers chronically undervaluing their own work.
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📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Jennie Nash
Jennie Nash is the founder and Chief Creative Officer of Author Accelerator, a company on a mission to help writers write books worth reading. Since the company's inception, writers serious about reaching readers have trusted Jennie to coach their projects from inspiration to publication. Her clients have landed top New York agents, national book awards, and deals with houses such as Scribner, Simon & Schuster, and Hachette. Jennie is the author of nine books in three genres. She taught for thirteen years in the UCLA Extension Writers' Program, is an instructor at CreativeLive.com, and speaks on podcasts and at writing conferences across the country.
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Michael David Wilson had two months to save his debut novel from going out of print. When his publisher decided to discontinue its entire back catalogue, he wasn't about to let his most popular book — and one with a film adaptation in active development — quietly disappear. Instead, he turned the crisis into an event: new cover art, a bonus short story, an exclusive afterword, and a first-ever Kindle Unlimited release.
Michael David Wilson is the founder of the UK horror website, podcast, and publisher This Is Horror. He's the author of The Girl in the Video, They're Watching (with Bob Pastorella), House of Bad Memories, and Daddy's Boy. His work has appeared in The NoSleep Podcast, Dim Shores, Dark Moon Digest, and Hawk & Cleaver's The Other Stories. Michael lives in Gifu, Japan.
We get into the full story behind re-releasing The Girl in the Video as a second edition — from commissioning new cover art from Ben Baldwin while deliberately paying homage to the original artist's design, to restructuring the novella into chapters for the first time. We also talk candidly about contract red flags every author should watch for, why he isn't afraid to walk away from a publishing deal over unfair terms, and what "Gaijin J-Horror" actually means as an emerging subgenre — horror set in Japan, told specifically from the expat's perspective.
🎙️ What we get into:
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If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Michael David Wilson
Michael David Wilson is the founder of the popular UK horror website, podcast, and publisher, This Is Horror. He is the author of The Girl in the Video, They’re Watching (with Bob Pastorella), and House of Bad Memories. His work has appeared in various publications including The NoSleep Podcast, Dim Shores, Dark Moon Digest, and Hawk & Cleaver’s The Other Stories. Michael lives in Gifu, Japan.
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Craig A. Falconer used to believe that anyone writing 10,000 words a day had to be producing garbage. Then a deadline forced his hand: he needed 113,000 words in thirteen days, hit 14,500 words in a single 19-hour sitting, and came out the other side with what his beta readers called his favorite chapters yet. It's a blunt challenge to a belief a lot of writers hold onto — including, until recently, Craig himself.
Craig A. Falconer is a bestselling Scottish science fiction novelist behind the Not Alone series, the Teradox series, and the Sycamore series. His debut breakout, Not Alone, launched in December 2015 and became a runaway hit that's sustained his career for years — including a six-figure Audible advance built by pitching three books as a single trilogy deal instead of negotiating one at a time.
We get into the deliberate, research-heavy engineering behind Not Alone's breakout success — from choosing "aliens in a contemporary setting" as a crossover-friendly subject to reverse-engineering optimal chapter length from bestselling comps — and how a single trip to the 20Books Edinburgh conference reshaped his entire production and marketing strategy. We also talk candidly about the reality of a 10,000-word-a-day writing sprint, why he deliberately used 2D covers for his box sets against industry convention, and how "modeling specific success" (not general advice) became his core strategy for every major decision in his career.
🎙️ What we get into:
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If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Craig A. Falconer
Craig A. Falconer is a bestselling Scottish novelist specializing in science fiction. He has written several widely popular series in his career, including the Not Alone series, the Teradox series, and the Sycamore series.
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Jenna Moreci's YouTube channel almost didn't happen. She scripted ten polished, bleeped-out, professional-sounding videos before posting a single one — and none of them worked. Then, mid–bachelorette party, she posted a raw, unfiltered rant about the worst parts of being a writer. In one week she went from 100 subscribers to 7,000. This episode — pulled from the Activated Authors vault — is a reminder that the advice holds up no matter when it was recorded.
Jenna Moreci is a bestselling author known for combining sweet, swoony romance with extreme violence and bloodshed. She's also a YouTuber with hundreds of thousands of subscribers, where she shares blunt, funny, no-filter advice on writing and publishing. She's the author of The Savior's Champion and its companion novel Savior's Sister, along with the widely recommended nonfiction guide Shut Up and Write the Book.
We get into the real numbers behind building an author platform on YouTube — including the honest truth that most subscribers are there for free advice, not to buy your books — and how authenticity, not polish, is what actually grows a channel. We also talk candidly about writing her second novel while serving as full-time caregiver to her fiancé after a spinal injury and chronic pain diagnosis, why she deliberately swears and writes adult content to filter for the right audience, and where she thinks a writer's imagination actually comes from.
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If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Jenna Moreci
Jenna Moreci is a half-human, half-weaponized robot hellbent on overthrowing mankind. She's also a bestselling author specializing in "so cute you could barf" romance interspersed with extreme violence and bloodshed. A Silicon Valley native, Jenna hosts a YouTube channel with hundreds of thousands of subscribers, where she uses her passion for storytelling and background in business to help other creators navigate their writing and publishing journey.
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Jonathan Yanez quit his job, cashed in his 401k, and burned every safety net he had — all before he told his wife. The first month of self-publishing, he made thirty cents. Eight years later, he runs a full-time publishing business with his wife, is fielding calls from the screenwriter behind Dune and Doctor Strange, and hasn't touched alcohol since the same year he walked away from his day job.
Jonathan Yanez is the author of the sci-fi Forsaken Mercenary and Gateway to the Galaxy series, and the nonfiction motivational book Get It Done: Hard-Hitting Motivation for Authors. He's also a former full-time, now part-time, personal trainer — a background he draws on constantly when talking about discipline, routine, and physical health as a writer's foundation.
We get into his actual daily schedule (4,000 words a day, six days a week, in 20–30 minute sprints before 8 a.m.), the blunt story of quitting his job without warning his wife, and how he approaches setbacks in his current push into foreign publishing, video games, and film — including a cold rejection that turned into a meeting six months later once he'd built momentum. We also talk about sobriety, self-belief, and why he thinks most authors box themselves out of opportunities they've never actually tried to pursue.
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If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Jonathan Yanez
Jonathan Yanez is an author of sci-fi and fantasy fiction. He's the creative mind behind the Forsaken Mercenary series and the Gateway to the Galaxy series. He's also the author of the nonfiction book Get It Done: Hard-Hitting Motivation for Authors. Beyond writing, Jonathan is a former personal trainer, a part-time model, and an all-round inspiring guy.
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A Big Five editor once called Helen Scheuerer to say she loved her manuscript and wanted to pass it up the chain — but it would take four to eight weeks just to hear back. Helen was already close to self-publishing. She said thank you, and walked away. That single moment of arithmetic — weighing months of waiting against the creative control she already had — is the clearest snapshot of a mindset shift that took her from a traditionally-trained literary fiction writer to a full-time, methodical, bestselling indie fantasy author.
Helen Scheuerer is the YA fantasy author of the bestselling Oremere Chronicles and Curse of the Siren Queen series. Her work has been praised for its strong, flawed female characters and action-packed plots. She holds a Bachelor of Creative Writing and a Masters of Publishing, and now writes full-time from central Otago, New Zealand.
We get into how a frustrating small-press deal for a literary fiction manuscript she wrote to please academic gatekeepers pushed her toward NaNoWriMo and, eventually, indie fantasy. We talk through the granular, 400-email outreach campaign that helped launch her debut, Heart of Mist, to breakout success in 2017 — and the very different, much slower ramp-up she experienced launching a second series in the same universe. We also dig into her outlining process, her word-count tracking, and how she structures a writing day around mornings, 30-minute sprints, and deliberately staying off email until the words are down.
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Helen Scheuerer: https://helenscheuerer.com/
Subscribe to The Writer's Chair
If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Helen Scheuerer
Helen Scheuerer is the Sunday Times bestselling author best known for her romantasy series, The Legends of Thezmarr and The Ashes of Thezmarr. Her work has been highly praised for its strong, flawed female characters and its action-packed plots. She also publishes advice for authors with her nonfiction series, Books For Career Authors.
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Rachael Herron's editor once gave her a note that's stuck with her ever since: "less feely, more stabby." She'd written a thriller with too much heart in it, and had to go back through and strip warmth out in favour of terror. It's a small, funny detail — but it points at something bigger this episode digs into: the tension between writing what sells and writing what you actually love, and what happens to a career when you finally stop chasing the market.
Rachael Herron is the international and USA Today bestselling author of more than two dozen books spanning fantasy, thrillers (written as R.H. Herron), mainstream fiction, romance, memoir, and nonfiction about writing. She holds an MFA from Mills College and has taught writing extension workshops at UC Berkeley and Stanford. A dual Kiwi-American citizen, she now lives in Wellington, New Zealand, five years after relocating from the US with her wife during the pandemic.
We get into the fantasy novel she wrote purely for herself — with no market strategy at all — that became her first USA Today bestseller, why she now makes more money from an unpromoted self-published backlist than from actively marketed new releases, and why she believes chasing sales math ("if I can write this much in two hours...") is a trap that destroys writers. We also talk candidly about jealousy versus insecurity among peers, why she hates every promotional email she's ever sent, and how running her podcast for years has quietly become the thing that keeps her from ever fully quitting writing.
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If you enjoyed this conversation, please subscribe, leave a review, and share it with a fellow writer.
📺 Watch on YouTube: https://www.youtube.com/@willcocksauthor
🎧 Listen on your favourite app: https://pod.link/1829723468
🖥️ Find out more: https://danielwillcocks.com/thewriterschair
📚 About Rachael Herron
Rachael Herron is the international and USA Today bestselling author of more than two dozen books, including fantasy, thrillers (under R.H. Herron), mainstream fiction, romance, memoir, and nonfiction about writing. She received her MFA in writing from Mills College, Oakland, and she’s taught writing extension workshops at both UC Berkeley and Stanford. A dual New Zealand and American citizen, she lives in Wellington, New Zealand with her banjo-playing wife and brick-eating dog.
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From the publisher's feed
The Writer's Chair is your all-access seat to honest conversations about writing, craft, and the creative life.
Hosted by author, publisher, and podcaster Daniel…
Expect raw truths, hard-won lessons, and the kind of unfiltered conversation that only happens when writers talk honestly about what this life really looks like.
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