The Arbiter of Worlds YouTube Channel had me on yesterday to talk about marketing for their new podcast ACKS to Grind. The host, Alexander Macris and I talk for over an hour about marketing Sci-Fi, Fantasy books and boardgames.

We explored the similarities between marketing novels and creative projects like board games. We talked about Kickstarter strategies, email lists, engaging newsletters, and more.

I asked ChatGPT to write a summary of the episode and here is what it said:

In a recent episode of the Axe to Grind podcast, Alexander McCreese hosted Thomas Umstead, a marketing expert and founder of Author Media, to discuss the secrets of marketing for indie creators. The conversation bridged the world of indie novelists and creators in gaming, board games, and Kickstarter campaigns. Here’s a comprehensive recap of the insights they shared.

Thomas Umstead began by highlighting the parallels between marketing indie novels and other creative products. He explained that Kickstarter has been a transformative platform for creators, starting with its roots in the board game community. Stretch goals, a common feature of crowdfunding, originated in board game campaigns and have become a standard across industries. However, the most successful Kickstarter projects today are often books, thanks to innovative approaches adopted by authors.

For creators launching their first Kickstarter, Umstead suggested leveraging their personal networks—the same people who would attend a wedding or baby shower. These early supporters create momentum and establish credibility. The second Kickstarter, however, relies on fans rather than friends. At this stage, creators must build a dedicated email list, a strategy long perfected by authors.

Umstead emphasized that an email list is one of the most powerful tools for indie creators. Authors meticulously cultivate these lists, keeping fans engaged through newsletters. A good email list converts superfans into backers who eagerly preorder new products. He encouraged creators to incentivize sign-ups by integrating invitations and QR codes into their existing content, like board game rulebooks.

When asked about the ideal size for an email list, Umstead noted that 500 engaged subscribers could make a significant impact for indie authors or creators. He also stressed the importance of sending regular updates, at least quarterly, to keep lists active and avoid spam filters. The key, he said, is balancing quality and quantity—an engaged list of superfans is far more valuable than a large, disinterested audience.

McCreese shared his struggle to consistently generate newsletter content. Umstead advised against weekly newsletters unless inspiration strikes regularly. Monthly updates often suffice, with more frequent emails before and after a launch. Content ideas include reviews and recommendations of books, games, or media that align with the creator’s niche. These insights demonstrate shared tastes and build trust.

For example, a writer of military science fiction could review similar books from a unique perspective, such as a former military member’s take on authenticity. This approach resonates with fans and cements the creator’s authority in their genre. Reviews don’t need to be groundbreaking—honest opinions can be enough to spark engagement.

A recurring theme in the conversation was the balance between marketing the creator and marketing the product. Umstead explained that human connection drives loyalty. Fans are more likely to follow and support a person than a faceless brand. This doesn’t mean overexposing oneself on social media. Instead, creators should strategically reveal aspects of their personality that align with their audience’s values and interests.

McCreese reflected on his experiences managing multiple brands under his name. Umstead recommended creating a central hub, like a personal website, that links to all projects. This simplifies the discovery process for new fans and strengthens the creator’s overall brand.

The conversation also touched on paid advertising. Umstead noted that ads can be highly effective when executed well. However, advertising amplifies existing strengths and weaknesses. A great product with poor advertising will underperform, and vice versa. He suggested creators focus on three key elements before investing in ads: an appealing product, a clear pitch, and professional presentation.

While platforms like Facebook, YouTube, and BoardGameGeek offer ad opportunities, Umstead cautioned against relying solely on them. Creators must own their audience through email lists and personal websites to mitigate the risks of algorithmic changes or deplatforming.

Knowing the target audience is fundamental to any successful campaign. Umstead advised creators to focus on specific individuals rather than broad demographics. By identifying and engaging with one real-life “Timothy,” creators can gain valuable insights into preferences and motivations. This approach ensures that products resonate deeply with a niche audience, which is often the key to success in indie spaces.

The discussion also explored differences in marketing to men versus women. Umstead observed that content designed for men often attracts women as well, while the reverse is less common. He encouraged creators to focus on thrilling their core audience rather than diluting their message to appeal to everyone. Authenticity and specificity, he said, are inherently inviting.

In today’s polarized environment, creators must also navigate political divides. Umstead acknowledged that marketing efforts might resonate more with one side of the political spectrum than the other. He advised creators to embrace this reality and focus on building a loyal audience rather than attempting to appease everyone.

The podcast concluded with a discussion on direct selling and cancel-proofing one’s platform. Umstead championed direct sales as a viable option for creators with an engaged audience. By owning email lists, websites, and other platforms, creators can safeguard their businesses against deplatforming and algorithm changes. He warned against relying on social media as the sole means of reaching fans, likening it to being a chicken in a coop controlled by others.

The episode offered a wealth of actionable advice for indie creators. Whether you’re an author, board game designer, or content creator, the principles of knowing your audience, building an email list, and presenting a clear, engaging brand are universal. As Umstead succinctly put it, “Great marketing can’t save a bad product, but it can help a good one reach its potential.”

In this episode of Writing of Social Sandy, Mary K. and I talk about what kind of marketing actually works for authors.

Sandy and Mary believe that creativity flourishes when writers are free to choose their own path. They spent years feeling trapped by social media, believing it was the only way to grow their audience and share their work. But not anymore. They have discovered countless ways to connect to and nurture their audience—ways that offer a better return on their investment of time, and that don’t drain their energy.

As they have become more vocal about their decision to leave social media, writers like you are emerging from behind your computer screens to say, “Hey there! Social media isn’t working for me either.”

They see you and are glad you’re here.

In this episode of Writing of Social Sandy, Mary K. and I talk about the history of social media an authors. When and why did it work? And more importantly when in why did it stop working?

Sandy and Mary believe that creativity flourishes when writers are free to choose their own path. They spent years feeling trapped by social media, believing it was the only way to grow their audience and share their work. But not anymore. They have discovered countless ways to connect to and nurture their audience—ways that offer a better return on their investment of time, and that don’t drain their energy.

As they have become more vocal about their decision to leave social media, writers like you are emerging from behind your computer screens to say, “Hey there! Social media isn’t working for me either.”

They see you and are glad you’re here.

The Profitable Writer Podcast is dedicated to helping authors make more money.

In this episode, Kent Sanders and I discuss:

Last week, the blog version of an episode of Christian Publishing Show went viral, or at least it sparked a lot of discussion. Mostly here and here. In that episode, I talked about how Morality is key to making a book sell across both culture and time. Muddled morality is why newer superhero movies are failing, where the films of the last decade sold like crazy. I had a lot more to say than that and you can listen to the episode here.

The guys at the Fantastical Truth Podcast wanted to talk to me about the topic. So you can think of this as a sequel episode where we give many more examples or morality in fiction and get deeper into the theology. You can find the blog version of the episode here.

Mark Dawson & James Blatch recently had me on the Self Publishing Show to discuss author websites, marketing data, Christian publishing, advertising, AI, and more. You can find the episode here.

There is also a video version you can find here:

In this episode of Cary and Cooper Have Words, we talk about the process of writing a novel, how to do it, and what pitfalls to look out for.

Thanks to Joanna Penn of the Creative Penn podcast for having me on as a guest!

In this episode, we talk about:

You can find the blog version of the interview here. If you don’t yet listen to the Creative Penn podcast, you should check it out. It is one of the best publishing podcasts out there.

In this episode you will learn:

• Advice for authors who worry “if I start talking about my book NOW, no one will buy it when it releases LATER”
• How to maximize the back of your book to build your email list and sell more books
• How podcast hosts can collaborate on one episode to air and market on both shows (see below for example)
• Using a Guestcast to share your own guest interviews (see Thomas’ linked below)
• His podcast host directory (with email addresses) for his Patreon members
• & more!

In this episode of Fantastical Truth, E. Stephen Burnett, Zackary Russell, and I talk with me about how Christian authors can and should navigate secular publishing markets.

Specifically, we talk about the myth that long ago, Christians and publishing companies lived together in harmony. Then, everything changed when evangelicals got fearful and/or legalistic, so they chose to leave the big publishers and start their own Christian publishers.

If you want to find out what really happened, listen to this episode.