Alexandra Bracken on Death of the Author, and How Family History Inspired Silver in the Bone

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

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Mindy: We're here with Alex Bracken, author of The Darkest Minds series and Lore. Of course, most of my listeners are going to be familiar with The Darkest Minds series, as it was also adapted to film and had an incredible amount of popularity. Alex's new book is called Silver in the Bone. It has a lot of different things that I'm personally super, super interested in related to it, such as the Arthurian classics, and also big, big interest for me? Genealogy, which I am absolutely fascinated with, and I want to follow up with you about the genealogy link in particular. But first, why don't you just tell us a little bit about Silver in the Bone?

Alex: This is my long cooking book, as I call it. It took a really long time to come together, and that's pretty unusual for me because once I have an idea, I'm running with it immediately. And I will brainstorm it, and I will figure out if it is like viable. And then if it's not viable, I drop it and it's on to the next idea. And if it is, I will immediately start writing it. But this book really took a while to just to cook. I'm trying to think of the best way to pitch it. I was really surprised by a lot of my professional trade reviews that cited it as being like dark fantasy horror. I was like, "I didn't write a horror novel." Like I'm... I'm such a weenie when it comes to anything related to horror. And it wasn't until I was talking to one of my author friends and kind of asking her how she would pitch this book... Because usually I'm pretty good at immediately identifying that, like, it's like X meets Y pitch. But for this one I had a really hard time, in part, because one of the obvious comps that I would use, I will not use because of the history with that author and all of that. So I made it very challenging for myself. This friend of mine was like, "Well, it's sort of like if Indiana Jones was a young woman and she set off to find something from Arthurian legend. So she crosses over into kind of this Arthurian mystical world, but it has like a dash of The Last of Us." And I was like, oh, so that's where the horror is coming from in all of these trade reviews. Because I hadn't really been thinking about it as a horror novel, but I can see now there is an essence of zombie, as I say, in the book. 

But it's really the story of a young woman who's grown up in this kind of hidden world of treasure hunters. The one thing that she is desperate to find but she can't is something powerful enough to break this horrible curse on her brother that's just slowly but surely consuming him. And so as like fate and plot convenience would have it, one of these very powerful relics turns up and she finds out that her long missing guardian, who disappeared almost ten years before, may have vanished looking for this object - which is the Ring of Dispel from Arthurian legend. It's said to be capable of breaking any curse, any enchantment, and it was given to Lancelot by the Lady of the Lake, if you are an Arthurian person. But she immediately sets off to find this ring, and of course, has to work with her infuriatingly handsome and charming rival. Their search eventually takes them into the mystic Isle of Avalon. But Avalon is suffering its own terrible curse. And unfortunately for them, if they can even find the ring, they're going to be fighting to survive. So that is the very basic pitch.

Mindy: You mentioned a comp title that you don't necessarily want to use, and we will leave that unnamed. However, something that I think is a really interesting conversation, and it is something that I personally struggle with as well. When we talk about art and we talk about the artist, I can go either way with it. I have a hard time when the artist, be it an author, a musician, a filmmaker, whatever they might be. If the artist, as a human being, is perhaps reprehensible, can we still enjoy the art that they have produced without feeling some sort of guilt? So that is a death of the author. Big question. What I use as an example in my own life is that I grew up loving film. Absolutely adore watching movies. It was probably my favorite pastime after reading as I was growing up, and in the 90s, Kevin Spacey was everything. If you were a serious person about film, you talked about Kevin Spacey...

Alex: Right. Yeah

Mindy: And how talented he was and how amazing he was. And now we know a lot of things about him in his personal life that are unacceptable. So that is something that I kind of struggle with now. Like, I cannot think about Kevin Spacey in any terms that are glowing or positive or even in some ways enjoy his work without having that little like shadow of a writer after it. And so given you mentioning a particular comp title that you yourself are not comfortable associating with your work, and I do not blame you at all, how do you feel about that? But even when it comes to your own work, do you want your readers to simply enjoy your art and perhaps not look for traces of you as a human being? Or attempt to learn more about you as a person? Where do you stand on this?

Alex: This is such an interesting question. It's something that I've been thinking about a lot lately because I am like the prime Harry Potter generation where I think I was the same age as Harry when the first Harry Potter book came out. So I really grew up with the Harry Potter books. Peak Millennial in that way. And so it's been really, really difficult to see the author, J.K. Rowling, say the things she is saying about the trans community, which I just vehemently do not agree with. This really interesting dynamic where when somebody asks me, like, what books did you read growing up? And what were your favorite books growing up? It's like, "Well, that's my answer. It's Harry Potter," but I don't feel right talking about them anymore. I don't feel comfortable. I mean, not that Harry Potter needs my promotion here, but like, it's it's still so popular. That's what's so wild to me, too. Is that, like, as much as people are talking about the things that J.K. Rowling has said, you know, those books are still perennial bestsellers. They just go and go and go on the sales front. So I don't know if people don't care or people don't know, but I have a really hard time now recommending them to younger readers who are just starting out, and I don't know how to feel. Actually, I don't feel good. I… I do know how I feel. I don't feel good about there being a new Harry Potter show, which is something that I would have loved all of those years ago. 

With this comp title that I don't want to name, it's not as popular as Harry Potter still is, and so I have made an effort not to talk about it at all, even though I've read it when I was... I think maybe a freshman in high school. And it had a huge impact on me. And I feel like many people who are listening to this will know what we're talking about. The author we're talking about has just like a horrible, horrible crime associated with her life. It just completely changed my relationship with that book, and it's not as popular as I was saying as Harry Potter is now. So I'm not going to, like talk about the book and give it a platform or anything like that. That's how I'm kind of choosing to address these things. So I personally have a really hard time separating the artist from whatever the form of artwork it is. I think because I put so much of myself in my stories, every character kind of has a little essence of me in it, even if it's just like my sense of humor or some random observation that I've had about life. I just  can't divorce the creator from the creation in a way that I think some people are able to. For me, I know how much I put into my own work, and I assume that's very similar for other creators too. So yeah, it's, it's always, um, really sad when it happens. It's really devastating to me that I feel like I can't talk about the series that had such an impact on me growing up and made me... You know, really reaffirmed me wanting to become a writer. And so... But at the same time, I can't support her, and I can't support the things that she said. I support the trans community, and I'm not going to feel sorry for myself that I can't talk about these things when trans people are suffering every single day. So I almost think, too, it's like even a little different. I don't know if you would agree with this. Like when it's an actor, you can still almost enjoy the movie around them? I don't know, because they play a part? Whereas like with the novel, it's like the novelist has created everything in relation to it.

Mindy: It's a good question because when an author creates a piece of work, typically that is going to be a vehicle that carries their own thoughts or worldview or beliefs in them, and it is an all encompassing thing. Whereas a film is more of a team effort. Our whole conversation doesn't have to be about this, but it is really interesting because this has been present in my life recently. I am dating a person that is very much an outdoorsman and listens to a lot of different podcasts that are about hunting and fishing and like all those things. And recently sent me a link to a podcast called the Bear Grease Podcast, and they had done a series of episodes. At this point in time, there was only one episode available, but it was about a book that is called The Education of Little Tree. And The Education of Little Tree is a book that has been used in classrooms, and it's been touted as this great Native American semi-biographical story about a Cherokee boy. It was on Oprah's book list for a long time, and everyone was just like, "Yes, this book is a wonderful representation of the Native American experience." It turns out that the author of The Education of Little Tree was actually terribly racist human being that was George Wallace's speechwriter.

Alex: Oh, my gosh.

Mindy: Yeah,

Alex: How have I never heard of this before?

Mindy: It's one of those things that just kind of has flown under people's radar. Everyone now that knows that part of the story has had to rethink The Education of Little Tree. Oprah took it off of her book list, and universities won't teach it. The same question comes into play. Is The Education of Little Tree still a worthy piece of literature? My answer on that one is a lot easier because the author was posing as a Native American when they were in fact a white person and a horribly racist one as well.

Alex: Oh geez.

Mindy: So that one becomes a little easier to, I believe, answer but complicated question, right? As I said, it's been present for me, pretty widely present for me, lately. I was just... Saturday night was hang out with my boyfriend, and he's a person that likes to just like shoot through YouTube and find little videos to watch. I don't know if you'll remember this. You're quite a bit younger than me. Mike Myers had his Austin Powers movies. In the very opening, I believe, of the third one was like a farce where it's the Austin Powers movie, but they're on the set of Austin Powers being made into a movie. And Steven Spielberg is directing it. Tom Cruise is playing Austin. Kevin Spacey is Dr. Evil. Uma Thurman is the love interest, and Danny DeVito is Mini-Me. And I'm like, Gosh, like the only person that survived this that I don't look at them and go, "Oh yeah, that person..." is Danny DeVito.

Alex: Oh my gosh.

Mindy: Man, like it was this really funny, farcical, five to six minute clip. And my boyfriend was laughing. He was like, "Man, that was really funny." And I was like, "You know, it was. But I couldn't laugh." Every single person in this, like, incredibly hilarious in the mid-90s little scene has now become associated with really negative things for me mentally and emotionally. So it's like...

Alex: Yeah.

Mindy: Whether or not they are representing themselves or a piece of art, I'm bringing a reluctance to it just because I see them.

Alex: One thing I think a lot about is everybody is an imperfect person. Everybody... The goal is to continue to learn and to continue to better yourself and to continue to become a better citizen of society. To be more generous and loving towards others. To expand your knowledge and sensitivities and all of that. And I know like in The Darkest Minds series, there are certain things that I would never write now. You know, however many... Gosh, over ten years later, I have like thankfully learned that these things are insensitive.

Mindy: Another example, and we will bring this topic to a close. But another example is J.D. Salinger. We've learned some things about J.D. Salinger that aren't terribly attractive. And should we stop teaching The Catcher in the Rye? I know a lot of especially young men that became readers simply because of The Catcher in the Rye. So it's tough. I don't expect you to have the answer, that's for sure.

Alex: I know. I was like, "Oh, gosh." I know this is something I think about a lot, though, too, because in my effort to be a better person, to write more sensitively and all of that, I've definitely made mistakes in my own books, and I try really hard to acknowledge them when they come up in conversation. I try not to shy away from them, and I think maybe that's a difference that's important to me. I don't know if it's going to be true for everybody else, but I think creators who can acknowledge that they've made missteps in the past, that they had, you know, unconscious bias and all of that as they were writing or creating or TV shows and movies that are really a product of their time. I think if you can acknowledge your growth and acknowledge that they are in some ways problematic, then that's a little bit different than discovering somebody has this like ongoing viewpoint that you just cannot support and won't support financially, or by talking about the project or anything like that. I think that is a little bit different because I do think one thing that sometimes is missing from discussions is the allowance for personal growth and somebody going on that sort of journey of realizing that they were wrong, like that doesn't necessarily happen overnight. So yeah, really, really tough topic, something that I think is very worthy of discussion, and I'm sure people listening to us will not agree and some people will agree and that's important too. So...

Mindy: That's okay. That's why it's a tough topic. I'm a fan. I need to correct myself really quickly. It was not Uma Thurman. It was Gwyneth Paltrow.

Alex: Oh, okay. I was like, "What did Uma do?"

Mindy: No, Uma's great.

Alex: I was trying to... I was like, hmm.

Mindy: You're like "Oh, no. Now I have to Google Uma."

Alex: I know. 

Mindy: I don't wanna know. 

Alex: I'm muting myself typing.

Mindy: I'm sorry I misspoke. I got my wrong 90s blonde in there. No, I'm sorry. It was Gwyneth Paltrow. And again, what I said about Uma still applies. Gwyneth being the least offensive of the crew, and Danny DeVito, to my mind, being as far as I know, a perfectly wonderful human being. So...

Alex: Yeah.

Mindy: Great conversation. I appreciate you going down that route with me. These are the things I think about. And of course, like, as you said, we as ourselves, as authors, we live in a different world now. Our lives are very open to the public whether we want them to be or not. We have to always be aware of every word that comes out of our mouths. And I find that to be a positive because it makes me think a little harder before I run my mouth, which is something that, you know, 44. Still working on it. Um.

Alex: Me too. Still working on it.

Mindy: I enjoy hard questions, so thank you.

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Mindy: Speaking of, though, about putting ourselves into our books and our own personal experiences... A lot of the new book, Silver in the Bone, was inspired by a deep dive that you took into your own genealogy and you discovered the squire... Is it Richard Cabell or Cabell?

Alex: In my family, we say Cabell. This story actually has quite a sad beginning. So my dad was the reason I loved history, that I got into fantasy. He was someone who, you know, when I would go in to say good night, he was always reading like a mass market fantasy novel. He was a really big Tolkien reader and all of that. And he was a Star Wars collector. So he was all about sci-fi fantasy, and he loved loved history. So my dad had been recently diagnosed with terminal cancer. And so we were talking one day, and he mentioned to me that like one of the things he always regretted not doing was looking into our family genealogy. That had been important to him. He had some pieces of it that he had kind of inherited from my grandmother and from other family relations on the Bracken side. And so I offered to basically put together the family tree for him and see if there were any really interesting ancestors that came up. 

It really is actually a privilege to be able to look into your family history. Not everybody is lucky enough to have these documents that go back and back and back through the centuries of just very basic, even birth and death records have been denied to many people. And there are certainly many branches of my family tree that I can't access because I don't speak Greek or I don't speak German or the church in Greece burned down with all the birth and death records and marriage records. It really reminded me, like how quickly we can lose our family history. Oftentimes within a generation or two, if we're not really sharing these stories and sharing this sort of research that we do. I went back through his side of the family tree, the Brackens, and I could not do the German side of that family. Unfortunately, because I think that would have been a totally different piece. But I then switched over to my mom's side and my mom's side turned up this really interesting ancestor. He's my eight times great uncle. His name is Squire Richard Cabell. So thankfully I'm not a direct ancestor. Um, he has his own Wikipedia page. I encourage you to read it. It's really actually quite funny because all of this is kind of presented as fact. But he was known as this very monstrously evil man. 

He lived in the 17th century in Devon. At the time, the villagers were convinced he had sold his soul to the devil. And there were all of these stories that sprung up around his death about how the night he died or the night of his burial, these, like, phantom pack of hounds came running across the moors, howling and barking at his window or at his tomb. And how, like on the anniversary of his death, he would come back. Or the villagers would see Richard Cabell out walking with these hounds on the moors. And so I am immediately obsessed with this story. If you are a Sherlock Holmes fan, supposedly this is one of the possible origins of The Hound of the Baskervilles. It's one of the legends that guess fed into that story. And so this sent me kind of down this research rabbit hole of looking into the black dog folklore of the British Isles, the Wild Hunt. And then I sort of like backed into, I say, a lot of really early Arthurian lore from the Welsh tradition. And so I had all of these various pieces of really interesting folklore, but I didn't have a story idea for it. So it took a really long time for, you know, the characters to arrive and the plot conflict to arrive. And then once they did, it was... I was off and running. But it did take a long time, and it was sparked by that very strange ancestor.

Mindy: That's fascinating. I also have a very interesting, if not quite as illustrious, but have interesting stories in my genealogy as well that do tie into my fiction, although I did not realize this until after the fact.

Alex: Oh, interesting.

Mindy: My family's also difficult to trace because on my Irish side, in the great tradition of Irish people, a lot of people got drunk and had horrible fights with their father and then just was too proud to ever reconcile it. So...

Alex: Oh!

Mindy: That happened like 3 or 4 times.

Alex: Oh, no.

Mindy: Very quickly, within like three generations. My grandmother was adopted, and my grandfather on my dad's side was no longer speaking to anyone on his side of the family. I come to find out later on that my grandmother was in an orphanage because her mother died in an insane asylum.

Alex: Oh my gosh.

Mindy: And her father died in a prison.

Alex: Wow.

Mindy: Yeah. And I found this out after the fact. I had written A Madness So Discreet, which, of course, takes place in an insane asylum. The mother was just incapable because of alcoholism. Was she in an asylum for that reason? Or was there truly a mental issue? And interestingly enough, HIPAA laws still apply. So even though her medical records exist, and I am a direct descendant. I cannot access them. And it's something that I have had conversations with various people in the medical and also the historical community, and they're just like, "Nope, that's that's going to be closed to you forever." And I'm like...

Alex: Wow.

Mindy: You know what it's like as a genealogist.

Alex: Yeah.

Mindy: But I want to know the answer.

Alex: Yeah, that's interesting. I had no idea that the laws were quite that ironclad, but I guess it respects her privacy. But yeah, from, you know, a genealogy point of view... Even from a family health point of view, that's also very frustrating.

Mindy: Absolutely. And that's the avenue that it interests me for various reasons. But also, as you said, a family history point of view. I myself am a person that struggles with depression and anxiety. And so I was like, "hey, it would be kind of cool to know what specifically her diagnosis was." And everybody that I had spoken to that was any type of gatekeeper along the way was like, "Yeah, no." Going back to talking about Silver in the Bone, and you had mentioned this one cooked for ten years. I love that. I think it's a wonderful message for writers who are listening. I personally dislike the overnight success stories very much. They're hard to hear sometimes. So I really enjoy the fact that this cooked for ten years, but also your tenacity and hanging on to it for ten years.

Alex: I think if you can get an overnight success, that is a very wonderful thing to have. And I do not begrudge overnight successes. They are successes, but except in very rare cases, I think the overnight success is a little bit of a myth because even somebody who is right out of the gates, very successful with their first book, has spent years writing for the most part. This is obviously not true for absolutely everybody, but they've put in a lot of work that you don't see. And in my case, a lot of people thought that The Darkest Minds was my debut, but it wasn't my debut novel. My debut novel was a little book called Brightly Woven. It was like a very cute, kind of almost cozy-ish. Now I feel like it would be considered pre-teen because of how dark and and how mature YA has gotten just as an age group. But it was a very sweet book. It was published by Egmont USA, which was brand new to the scene and then closed shortly thereafter. Unfortunately, Egmont's US arm did not work out and so the rights reverted back to me. But it sold okay. It definitely was the sort of thing where because I had fans of that book, they were willing to follow me then to The Darkest Minds. So it wasn't like I started from zero in terms of trying to get readers interested in my book. 

But I often tell debut authors that feel so much pressure to hit the list... There is something to be said about building your audience and your readership with every single book. That slow and steady pace of building and building and building is just as worthy of a path as immediately breaking out and having this huge success right from the get go. And obviously that huge success right from the get go comes with its own problems because then you feel the pressure to replicate that with whatever you do next and often times the success of that big series is down to a lot of factors that are pure luck. It's like the right book at the right time. Got into the hands of the right editor. Got into the hands of the right publisher. Happened to hit, like I was saying, an opening in the market that maybe the author themselves did not even predict. I think there is something to be said about slowly but surely kind of building that readership book over book. Although now that I've said that, I was lucky enough to enter the industry all the way back in 2010. So I think it is a little bit harder now that the market is so saturated. There are so many books out there. I think it is much harder and there is more pressure on debut authors. I don't know if you would agree with that or not.

Mindy: I do. I also think with the shifting ideas about publicity and marketing, you know, social media. You know. I mean, I.. I came up in 2013 and it's like social media has changed so drastically from what it used to be. And everyone's scrambling, and ARCs don't really matter anymore. And book trailers used to matter, and now they don't. Who fucking knows? It's such a dog and pony show. I just. I'm just going to write the book and hope it does well.

Alex: Yeah. Honestly, that's really all that you can do. That's something that I also emphasize a lot to debut authors. It's like TikTok is obviously been huge for the publishing industry, and I know when I was on tour recently, a lot of the Barnes and Noble managers I was talking to really credit booktok for creating a whole new generation of readers and really helping the whole retail chain, basically. And so I think it has its positives for sure. But one of the drawbacks I know is that if you are on that platform, it's totally gamified. So you have to like constantly be churning out all of this content in order for the algorithm to keep promoting your videos to then help you promote your books. And most authors I know do not have the time to do that, and they do not have the attention bandwidth. They do not want to spend a lot of their creative energy making these videos. I think if you find it really enjoyable and fun, it's absolutely worthwhile. But the best thing that you can do is just write the next book and continue to write the next book and pour your heart into that. And let the algorithm, the readers that are on booktok, do the work of promoting your book. I think that's ultimately what helps books go viral. It's not anything authors can really do on their end. It's what the reader... How the readers respond to it, and if they're posting videos about it, that's sort of, I think what ultimately helps promote books there. But yeah, the social media landscape has changed so, so much. It's really wild.

Mindy: Last thing. Why don't you let listeners know where they can find the new book Silver in the Bone, and also where they can find you online?

Alex: All right. Well, hopefully you can find it wherever books are sold here in the US, and I think in the UK, Australia, and New Zealand, it's all out. And in Canada. And then if you want to find me online, I am at Alex Bracken on both Twitter, although who knows how long Twitter will be here with us. I'm at Alex Bracken on Instagram. I'm even on TikTok at Alexandra Bracken since somebody took my at Alex Bracken handle. So I was not quick enough to join TikTok.

Mindy: I know. I'm Mindy McGinnis author on Instagram because apparently there's like 38 of us believe it or not.

Mindy: Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Natural Beauty Author Ling Ling Huang on Body Horror and Modern Beauty Standards

Mindy: Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

Ad: Today's episode is sponsored by the Healthy Hormone Club which provides accessible, affordable, safe, holistic, bioidentical hormone replacement therapy for women in menopause and perimenopause. If you're experiencing hot flashes, mood swings, weight gain, or just not feeling like yourself, try out the Healthy Hormone Club. Start with a completely free master class, What Every Woman Must Know About Hormone Restoration from Dr. Michelle Sands. During this class, you'll learn how to restore your hormones and put an end to those frustrating symptoms without ever setting foot in a doctor's office. In this master class, you'll learn how to get a custom hormone balancing prescription tailored specifically to your needs helping you to reverse aging, boost energy, and say goodbye to perimenopause and menopause symptoms. To claim your spot, go to freehormoneclass.com/pantsonfire where you can reclaim your energy, vitality, and overall well-being. Take control of your hormonal health and start feeling like yourself again. Go to freehormoneclass.com/pantsonfire to secure your spot in the next hormone restoration master class today.

Mindy: We're here with Ling Ling Huang, author of Natural Beauty, which is a body horror genre - which I think is a fantastic way to talk about a genre. It's also darkly funny, and it has all of these different elements working within it to kind of investigate the world of beauty and how far we'll go to be beautiful. So first of all, thank you for being here and if you could just tell us a little bit about Natural Beauty.

Ling Ling: Sure. Thank you so much for having me. Natural Beauty is about this really talented pianist who is at a conservatory. Because of a terrible accident that happens to her parents, she's kind of forced to give up this really promising career, and she lands at this very high paid wellness and clean beauty store. Really drinks the Kool-Aid, but also starts to uncover kind of all of these sinister, dark things about the entire industry as she stays on.

Mindy: Some of the elements in the book are really interesting in that you take elements of the beauty world that exist today, that are actually really familiar, like... How do we keep our collagen going? How do we make sure our skin still has that elasticity? How do we keep our hair in great shape? And you take it to an extreme. So like, for example, one of my favorite things... You mentioned an actual parasite that the beauty store sells that is basically releasing hundreds of mites into people's hair. And it eats all of the dirt and the oil, and it keeps their hair really, really clean and their scalp really, really clean. But they also have a hive of mites on their head. But people are willing to do that. And of course, for an exorbitant price. And I think it is so interesting... You found these fears that we all have. Especially women. Our looks and comparisons and getting older and all of the elements of our lives that are difficult, you just kind of went, okay, what if? How far would we go?

Ling Ling: Yes. That was kind of difficult because there were so many ideas that I had, and then I would do a quick Google and, you know, it would be something that's already in development or used somewhere in the world. If I wanted to make sure this was a fiction novel, I had to really reach, and they are kind of all things that I could see being used in the next 5 to 10 years. I know it sounds kind of gross on the face of it, the whole mites situation, but I feel like I know those people who would love just being able to wake up and roll out of bed with great hair and not need to shower.

Mindy: Of all the treatments that you mentioned, that one was the one where I was like, "Oh yeah, I would do that."

Ling Ling: I feel like I could have used that my entire college experience.

Mindy: When we talk about this book, I often hear it described as body horror and as like a horror novel in this like social sense. So, was that your intention when you first started writing it?

Ling Ling: It definitely wasn't my intention, and actually I didn't quite realize it was a horror novel and especially a body horror. It's something that early readers were saying about it, and that was so interesting to me. But I almost feel like it's impossible to write about a woman's experience, especially in this country, without going into the horror genre. I'm happy with where it landed, but I was definitely surprised and it wasn't my intention.

Mindy: It fits very well there because it is horrifying. One of the things that I particularly enjoyed that I want to talk about as a feminist... One of the things that you point out is that they're all kind of competing against each other in a way. They're friendly, and of course there's a little bit of a relationship with our main character and Helen. But they are also always comparing one another to themselves. And if someone else's lashes are a little bit longer, they're going to go get that silkworm treatment. They're going to tweak themselves to keep up. We do that now. We don't have to have special sci fi beauty treatments. We do that now.

Ling Ling: Yeah, for sure. It's something, especially with like influencer culture and things like that. I teach a lot of young violin students, and so many of them struggle with what they see on the screen all the time. I remember talking to a 12 year old about her eating disorder, and it had gotten so bad. And it's because, you know, you can look at hundreds, thousands of amazingly beautiful people, and you just have this constant desire and need to keep up. And it can feel so overwhelming. And I've definitely seen it reflected in every workplace that I've worked in, whether it be music or wellness. It's tragic because we kind of lose touch with what we actually would want to look like, any of our actual interests, and we get disconnected from our bodies because we're so interested in changing them on a cellular level. Which is horrific. I would have loved to do more of that, maybe even an entire book, because it is so complex. The ways that women love each other and support each other but feel the need to keep up with one another and outdo each other.

Mindy: Absolutely. And it sabotages our relationships with our bodies, but also our relationships with other women. I think that society, especially Western society, does a really good job of making us believe that other women are the enemy.

Ling Ling: Absolutely. It's something I definitely bought into for way too long. I think only in my like early to mid 20s did I start reading enough great feminist writers and thinkers that made me understand that it was just this system that had made us really competitive with one another, and it kept us distracted from all of the real issues that need our attention.

Mindy: Yeah, absolutely. It's a divide and conquer. Patriarchy wins.

Ling Ling: Yes.

Mindy: Something else that I thought was really interesting that you touched on was the idealized beauty being a Western image, a European image. One of the things that our main character changing her appearances in pretty drastic ways, but there isn't a lot of description about her. However, when she is asked to come up with a different name, a less ethnic name to have on her nametag or to use to introduce herself when she's on the floor in the store, which I want to follow up on that in a second, she's asked to pick a different name. And then she has a conversation with another employee that she never thought was anything other than a white woman who actually wasn't, and her appearance had changed so much. And what was what was your intention there?

Ling Ling: You know, I grew up in Houston, Texas, and until like middle school, there was one other East Asian classmate that I had. I would have always wanted to have the main character's trajectory... to wake up with my hair getting lighter. I used so much sun-in and lemon juice. It was something that I would have really wanted. And in many ways, the products that are sold to us at any beauty store kind of uphold this ideal of beauty that is very Westernized and Eurocentric. And so I wanted to take that to the extreme. What if I had gotten everything I wanted as an elementary and middle schooler? What would my life be like now? I think for a long time I just didn't realize that there was something to lose in assimilating. Every time that's happened in my life, when I've achieved some goal that I've been taught to want and which I haven't really questioned, like, Is this what I want? I've been so disappointed that it doesn't actually equal happiness.

Mindy: That is so accurate. Oh, my goodness. I know this is your debut novel, which we should talk about in a second. I was trying to get published for ten years, and it was such a struggle. And last month, my 12th book came out. If 44 year old Mindy could have spoken to 30 year old Mindy and been like, Dude, you're going to be living off your writing income. You're going to have 12 books out. I would have been like, Man, she has her shit together. Like that 44 year old Mindy is on cloud nine. And it's like, no. I mean, I literally have everything I could want, and I still have shitty days.

Ling Ling: Yeah. That's been some of the experience of this. I keep trying to remember like, remember just even a year ago or two years ago how many antidepressants you were on because like you couldn't get an agent? But it's hard because I think I've internalized such a large amount of anxiety that any new opportunity kind of becomes a new opportunity to be anxious.

Mindy: That's the truth, because you have to make a decision. And then it's like, "Oh, I can't do that."

Ling Ling: Exactly. So there's just a lot of anxiety. I remember feeling kind of the same way with getting a puppy during the pandemic. I was like, "This is supposed to be the happiest moment of my life. Why is it so difficult?" I struggled with really bad eating disorders. I would reach like the goal weight that I had set for myself, and I would realize, "Oh, it just means that I'm at this weight. It doesn't make me happy or beautiful or white." Any of the things I had kind of been hoping for and didn't realize.

Mindy: Yeah, we never stop chasing something. I am probably in the best physical shape I've ever been in in my life, and I work out a lot. I probably weigh a healthy weight in terms of like fat versus muscle. I look better than I probably ever have in my life, and I'm stronger than I've ever been in my life. And I'm like, "God damn it, I have gray hair." It's like there's always... We're never happy. We're never happy.

Ling Ling: Are you telling me that women can't have it all? 

Mindy: I am. I am saying this.

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Mindy: I want to get back to talking about characters name, and I want to talk a little bit just about the beauty industry in general. A friend of mine is an esthetician, and she used to work at a pretty high end place where they worked on your face and you got massages and facials and she worked with body hair and waxing and all those things. And she worked at a really nice chain, but like a very high end chain. And she has a very pretty name, and there was nothing about it that was ethnic or anything like that. She is a white girl, and she has a really cool name. And they were like, "You need to pick a different name." And all of the girls on the floor had fake names. It was their work name. And they would give them a list of names and have them pick from it, because there was just a certain style and aesthetic that this particular chain wanted to have with their girls. And that was right down to what your name is. I just think that's bizarre. But it happens in real life. That is just a common practice at this particular chain. When I read that in Natural Beauty, where they have a conversation with our main character about picking a different name and they don't even really sugarcoat it. They just want it to be a whiter name. I just thought that was fascinating. And I know that you have a background that you did work in the high end beauty and wellness industry for a while. So, how much of that informed the book? Like the name changing? Is that an element that came in from real life?

Ling Ling: So I didn't know that that happens in real life. It's just been something my entire life that's kind of been implied to me and to other friends who have East Asian names. "That's an interesting name" or "that's difficult to spell"... Little things where you really feel like you're making someone else's life harder by having the name that you have. And the main character doesn't have a name because growing up, I kind of felt like I was a blank for whatever people's projections were. I do remember in school someone... I think it was like a teacher suggested that I have an English name. What about like Courtney? Yeah.

Mindy: Okay. That's horrible. I want to follow up on what you just said, because as a writer, I was fascinated as I was reading to discover about maybe 100 pages in, maybe 150 pages in... All of a sudden I was like, "Shit! I don't know her name." And then I realized that you purposefully never named your main character. And I was just like, "Oh my God. That is amazing." So I offer editorial services. Because the book is written in first person, when I'm reading first person, I will see people forget to let the reader know the name because it's just not something that comes up often, like in conversation or anything like that. So I actually, as a reader, didn't notice it until I was about a third of the way through the book. I thought it was very clever. Then later on, when she does adopt a whiter name, that name comes into use in the narrative. What was your driver there?

Ling Ling: I don't think about my identity as like a fixed thing, and names have a way of kind of pinning us down. And so at first it started as like, well, maybe not having a name so that everyone can kind of step into this person's shoes. Let's see where that takes us. But then I really liked the idea that everyone in her workplace would just project what they thought onto her as I've experienced so much. And also there is this stereotype often that East Asian people are passive. And so I kind of wanted to play with that and to see how it would shift for a reader to not have the name, the label, and then to have one suddenly. And would it make sense? Would it be really jarring for them suddenly to have such a Western name? It's always interesting when I meet someone and ask them what their name is, and it's something I really don't expect. If I go to a Chinese restaurant or something and they tell me their name is Courtney. And I know that's their work name. In some ways it's good. It probably protects certain people from customers. It's probably a choice a lot of them have made. Most of my friends who have not Western names, we have a Starbucks name because we don't want to have to spell something every time. So that was kind of the decision. And it also helped as a writer to be really close to the main character, to not have a name. 

Mindy: And I think it works for the reader, too. It's like as we're reading, there isn't a very distinct wall between yourself and the narrator. And so I thought that was a really interesting and subtle literary technique that you use there. I enjoyed it. You are a violinist. You perform. You travel. You are a professional musician. In the book, our main character is also a greatly talented musician, but her instrument is the piano. So why did you choose to not use your own instrument in that way? Or do you also play the piano?

Ling Ling: I did play the piano, but pretty poorly. And I quit 20 years ago, I think. My mom's a violin teacher, and my dad's a piano teacher. I think there's always been a little bit of guilt for focusing on my mom's instrument. And then there are so many great piano pieces that I wish I had gotten more advanced so that I could have played. And that's kind of the music that I listen to a lot because I get triggered by most violin music, or it becomes difficult to think about anything else if it's happening. But I love listening to piano concertos and sonatas, and they're really something I love running to. I love writing to. It's also so much easier to romanticize something that I don't do for work. I wanted to talk about classical music because I love it so much, but this kind of removed me enough to do it where it was really fun and felt like I was creating something new.

Mindy: That's so interesting. I also played the piano for a pretty long period of time as a child. I enjoyed it, and I practiced a lot and I was like, good enough. I didn't have any technique. I wanted to play loud, and I wanted to play fast. Those were always my goals.

Ling Ling: Nice.

Mindy: And that's what I did. I mean, I beat the crap out of the keys, and my piano teacher was the kindest, sweetest, like church organist. And she would just be like, "This is supposed to be in this time signature, and it is supposed to be this loud. What are you doing?" And I'm like, "No. Fast and loud. Fast and loud. That's what's great. That's what... I'm doing fast and loud." So it's like I am just not... Not a good musician in that way. But one of the things that I thought you did a great job of illustrating in the book, and people that aren't inside of that world probably aren't aware. But, you know, I would go to competitions and festivals and things like that. And man, it is fairly cutthroat. People are extremely serious about their craft and about their instrument and what they do. Again, as we were saying, women looking at each other as competitors rather than friends. And that's also there for our main character when she's thinking about her past with music and being at a conservatory and the competitive nature of the relationships that she had. Because she was so good, and everybody knew it. And so therefore she was to be hated. She was to be toppled. And it was just something I thought was extremely interesting because even in my limited experience of the music world, just going to competitions and things and meeting people who were so deadly serious about what they were doing. 

And it's like I was a musician, but I was also an athlete. And so it's like I would play sports where you're knocking each other down. You're getting hit with a ball. You're going to bleed. You're going to have scars from your sport. And so I was always kind of like, "Wow. You guys take the piano really seriously." But that's their corner. That's their jam. And they are very serious about what they do and it can mean so much. So, were you using that element of the competition and the comparisons from her childhood and music and then drawing that forward into the beauty world?

Ling Ling: Yes, definitely. I think I've experienced that competitiveness in both of those industries, and I think people in those industries... It can be really cultish the way that people in classical music and people in clean beauty, especially in wellness... It's like a cultish fanaticism toward what they think is good for your body and what they'll allow themselves to spend their time on. It's so intense, and they both really kind of believe the American dream that if you work hard enough, you can get the perfect functioning body and you can get to whatever performance hall you want. I was really inspired by this devotional aspect of both worlds, and I started this novel in my notes app on these long commutes I had between this job at a high end beauty store. And I was just drawing all of these parallels between the world I had just left and the world I was trying to step into. And maybe I'll discover that writing is similar. I don't know yet. But if you want to take something seriously, if you really want to be competitive, there are those people who are like that and you can go as far in that direction as you want.

Mindy: That's very true. I will say I think you will be pleasantly surprised by the publishing world. I have yet to run into animosity or a competitive feel. I definitely have moments where I'm like, "You know, I don't think that book is very good, and everyone loves it." But the truth is that in publishing, in particular, we always say a rising tide lifts all boats. If there's a book that your publisher has printed that is doing extraordinarily well and making millions of dollars and you're kind of pissed because it's not your book and you don't think it's that good... Your publisher just made a lot of money off this book and they might be able to pay you more next time for your book because of this book's success. If a book is out there that you don't really like that well and everybody else does, that book is going to find someone that maybe wouldn't read otherwise and turn them into a reader, and maybe that person will find you eventually. That's just how I've always... Well, I shouldn't say always. I had to come to that. But it's a good way to think about the publishing industry, and I think most of us do operate that way. I hope that you will find that publishing doesn't have that sharks blood in the water feel.

Ling Ling: Most people at a competition or in the music world, you're playing all the same pieces, and the beauty world, you're chasing the same beauty ideal. So and no one is like, you know, writing from the same exact formula for the same character and plot and stuff. There is so much more room. It hasn't felt that way, and I think it's probably unlikely. Don't want to rule it out because of some of the experiences I've had in in music, which is sad.

Mindy: So Natural Beauty is your debut novel. It just came out. What else have you got coming? Are you working on something new?

Ling Ling: I did immediately start working on another book. I think out of Imposter Syndrome. Right after I got this book deal, I was like, "Can I even do this again?" So I started working on something and I think, you know, this debut novel is so personal because I've worked in both industries mentioned. I'm also the daughter of immigrants. I wanted to challenge myself to see if I could write something totally different. The second thing that I've worked on, I don't think that it's truly a horror. But it does stay kind of speculative, and it's been fun knowing less about the fields that I'm talking about. This one is kind of more based in the performance art world, which is a world that fascinates me, but that I have no connection to. I have no idea what a career looks like for me. I just hope that I'll get to keep writing for fun. To have published novels would be amazing, but even just getting to write for fun is really great.

Mindy: Last thing. Why don't you let listeners know where they can find the book Natural Beauty, and also where they can find you online?

Ling Ling: Sure. So Natural Beauty should be in any stores. You can also find it online, Bookshop.org, Audible. I love the person who is reading the audiobook - Carolyn Kang. I love her voice. Instagram is at violing squared. V-I-O-L-I-N-G-S-Q-U-A-R-E-D.

Mindy: Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.

Nicholas Erik With Top Tips for Indie Author Marketing

Mindy:   Welcome to Writer Writer Pants on Fire, where authors talk about things that never happened to people who don't exist. We also cover craft, the agent hunt, query trenches, publishing, industry, marketing and more. I'm your host, Mindy McGinnis. You can check out my books and social media at mindymcginnis dot com and make sure to visit the Writer Writer Pants on Fire blog for additional interviews, query critiques and more as well as full transcriptions of each podcast episode at WriterWriterPants on Fire.com. And don’t forget to check out the Writer, Writer, Pants on Fire Facebook page. Give me feedback, suggest topics you’d like to hear discussed, and let me know if there is someone you’d love to see as a guest.

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Mindy: We're here with Nicholas Erik, who offers all kinds of different marketing guides, resources, coaching, and consulting for self-published authors. Today we're going to focus a lot on marketing in particular because that is something that a lot of self-published authors and indie authors really struggle with. So, thank you so much for being here today.

Nicholas: Thank you for having me, Mindy. It's great to be here.

Mindy: When we're talking about self-publishing/indie publishing... Because you do offer general advice. For authors in general, you talk about marketing and blurbs, but all kinds of different arenas. I want to focus on marketing because I do think that that is something that a lot of writers struggle with. Most of us have wandered into this arena because of our creative capabilities and our creative interests, and a lot of the time those aren't necessarily translating into any sort of skill or knowledge of marketing. And also, marketing doesn't just mean social media. What do you think are the top things that self-published or indie authors absolutely must have in order to achieve any degree of success?

Nicholas: I think you need a good book, a marketable book. Something that's in an established genre really helps. Writing in a series helps quite a bit because then you can sell people more than one book. It's a lot easier to sell people book two in the series than a completely new book. And then I'd say, really, the only thing that you absolutely have to have to have is a mailing list. You want a direct communication conduit with your fan base and readership. While you can contact them via other means, like social media, the ground there is constantly changing and you don't own it. So five years from now, ten years from now, the rules could be completely different since you're playing on someone else's turf, and the newsletter is something that you own and is going to be around in 5 to 10 years.

Mindy: I am someone that initially at the beginning of social media was really sold on it. I thought it was wonderful, but social media has changed so much. You were talking about how it isn't necessarily stable ground because you don't own those subscribers. You don't own those likes. If Facebook disappears, you're not going to recover those 10,000 followers for your page because that's not information that you had. It was all linked into that particular platform. And when you have an email list, you have a direct line, as you were saying, of communication with people that have voluntarily said, "Yes. I would like to hear from you." So that is not only something that you will be able to use in perpetuity, but it is also something where it wasn't just a random... "Oh, that's... That's mildly amusing. I'll like that. I'll follow that." These people invited you in. They said, "Here's my email. I want you to email me." Which is a pretty big step and very much more, much more personal, I think, with the email marketing. 

Now, you were talking about social media also, as we said, not being terribly stable. This is the truth. Obviously, we've watched Twitter completely fall apart. TikTok may or may not end up banned in the United States. We just... You don't know. And that is why the mailing list is so important. So when we're talking then about marketing in general, one of the things that you offer are a bunch of crash courses for authors generally talking about marketing. And one of the things that you talk about is getting legitimate Amazon reviews for your book. So if you could talk a little bit about the importance of those, particularly on Amazon. Love it or hate it, Amazon is the major retailer that you have to be able to function well with as an author, whether you're trad or self-pub. And something that I had always heard, and I've heard it refuted, and then I've heard it repeated again, is that if you want Amazon to pick you up in their algorithm of books that are recommended - "customers also bought books like this"... If you want your book to show up there, you have to have at least 50 reviews on Amazon. I've heard that stated. I've heard it refuted. But if you could talk, in general, about the importance of those Amazon reviews, that would be fantastic.

Nicholas: The 50 review thing is definitely a myth. There's no set point where Amazon starts recommending your book. I would say that the reviews don't factor directly into the algorithm very much, if at all. It's hard to say because Amazon doesn't publish the entire workings of the algorithm for obvious reasons since it's a trade secret. But I don't think that the reviews have a direct impact in that if you have 3,000 reviews or ratings, it's going to result in your book being recommended. It's just more that if someone hits the page when a book has 3,000 reviews and the star rating is 4.4, 4.5, or there are some really positive reviews that persuade them to pick up the book, then it might help your conversion rate, which is the percentage of people who hit the Amazon page who end up buying. 

So I think it's more of an indirect effect there on the algorithms where if you're selling more books from the traffic that you're directing to the page, whether that's from your newsletter, or TikTok, or Facebook ads, or wherever it's coming from, then you have a better shot at getting the algorithms in your corner. I wouldn't worry too much about reviews at this point because Amazon has introduced ratings and that means that people can rate the book without leaving a review. And that's going to be counted toward your overall rating score there at the top of the page that people will see when they hit the Amazon page. That means that the emphasis on reviews, even compared to 3 or 4 years ago, just it's not as important. If anybody is trying to get reviews, then probably the best way is just to ask in the back of the book right after the end. You can ask people to rate or review the book, and that's going to increase the number of people doing so. I think that there are more valuable uses of that back matter real estate where I usually try to sell the next book in the series and also get people to sign up for the newsletter right after the end. But you can certainly put a review request there if that is a primary focus. But they're not super important at this point because people can leave the rating without the review now.

Mindy: And you brought up the algorithm, of course, that is the major factor that everyone is always trying to... Used different little pieces of data to try to figure out how to manipulate the algorithm. In general, I find that to be a very fruitless prospect. As you said, Amazon is not about to share their information with the rest of us. As a person that is just not as interested, this is why I am not a great indie or self-pub author. I'm a trad author. I do not want to crunch numbers. I do not want to sit down with data. I do not want to put that practical and, I guess really honestly applicable, side of my brain to work when it comes to the industry. I really would prefer just to write. And, of course, we all would. We all want that. But if you want to be a successful indie or self-published author, you really do have to apply yourself in that direction. So, what are some tips that you have for good jumping in points? Or maybe some easier elements that self-pub authors can gather some data or things to watch? What are some really first steps the authors can take to help sell their book? Whether it's ads or promotion, marketing, and publicity.

Nicholas: I think the easiest way to probably jump into paid advertising is to use promo sites which are newsletters where you can book a spot in your genre for whatever it costs, and then they give you an ad slot in their email newsletter on the specified day. The most famous of these is BookBub. And of course BookBub is very competitive and difficult to get. It's worth submitting your book for because it can sell a lot of books if you get one. But there are a number of other options there, like Free and Bargain Booksy. Robin Reads. A number of additional options. All that you have to do is fill out a form and if you're accepted, pay the invoice and then you're ready to go. So that's a good stepping stone to more advanced marketing or more involved marketing there. And it can still be an important element overall of your marketing mix even as you become more advanced. Another thing that you can do when you're starting out is join email cross promotions on platforms like BookFunnel or StoryOrigin

Getting those initial subscribers can be a real grind, and you can be sitting there with one subscriber, two subscribers... You know, you and your friend or whoever else has signed up for a long time. If you're just waiting for people to join from the back of your book or maybe it's before you're even releasing the book, those services are a way that you can jump in and start building your email newsletter, and then start sending out email newsletters to a bigger list and start practicing you're writing there. What resonates with readers in your genre? So I think that those two things, if you're just starting out, are inexpensive ways to get started with the marketing. Otherwise, I would invest money into a professional cover. That's going to make a big difference in how well your book sells. And also spend some time with the blurb, which is the book description. Those are the two main elements that are going to convince people to buy the book when they hit the page. And if those aren't hitting the mark, then people aren't going to buy the book. So study the best selling books in your subgenre there. All that you have to do is Google "Kindle Top 100" and your subgenre. If you write thrillers, then "Kindle top 100 thrillers" and take a look at some of the blurbs, the covers, and try to reverse engineer what's going on and why those books are successful so you can take those principles for your own book in the genre.

Mindy: Yeah, cover in particular is the absolute must do correctly. That is how you're presenting your book to the world. And we all, of course, know that you shouldn't judge a book by the cover, but that's exactly what we do. And that is how we make decisions. Even in a traditional bookstore, like Barnes and Noble, when you're browsing the bookshelf, the thing that you're looking for the most is the cover. I know that cover designers put so much work into not only what the cover looks like, but also what the spine will look like because so few covers get to be front facing, which means that the actual cover is out on the bookshelf at a bookstore. The spine actually is incredibly important when we're talking about print books, because more likely than not, you're not going to be front facing on that bookshelf.

When it comes to eBooks and Kindle books, I have heard, and definitely correct me if I'm wrong, that you need to think particularly about how that cover is going to present itself as a thumbnail, not just as your single cover standing alone on its own home page or its own item listing on Amazon. Because you've got to get them to click over there first and you've got to get them to look at your cover among 40 or 50 or however many returns that you get in a list of covers. And so that's something that I've been told in the indie and self-pub world is that it's very important that the thumbnail of your cover be eye catching as well.

Nicholas: Yeah, you definitely need it to be legible and something that stands out at a small size because that's usually all the real estate you're going to get on Amazon. If it's on a bestseller list or if it's recommended in an email or if you're running Amazon ads, then your cover is going to be appearing at basically postage stamp size. So it has to clearly convey the genre to an interested reader and catch their attention probably in under a second, and that's if we're being generous. Probably more like half a second. It really has to be able to illustrate those key elements and stand out as a book that they would be interested in reading as a reader of that genre. So having an on genre cover is really key. Sometimes people make the mistake of going too far into left field and being clever or depicting a scene from their book or something abstract that doesn't really hit the genre elements. This is something where you want to be very clear about what the book is and what the book is not. Because if you're using the wrong cover, it's like packaging a bunch of starbursts in a Snickers wrapper. It doesn't serve any sort of purpose for either you as the author, you're going to sell fewer books, but also the reader who thought that they were getting something else is going to be unsatisfied with their purchase. So you want to be very clear with the packaging. It's not a piece of art. That's a common mistake that people when they're publishing their first book or second book, they tend to make that error, and it's just strictly a packaging and marketing aspect. You have to convey the genre immediately. Otherwise people are going to scroll by and click on something else that catches their attention.

Mindy: You mentioned too people making the mistake of wanting to illustrate possibly a specific scene in their book, or sometimes they've got an idea in their head of what they want their cover to look like that is perhaps like emotionally tied to something in the book. And that, as you said, isn't necessarily the best thing. Even though you, as the author, may have an attachment to wanting a certain thing, you have to think of your cover as the first marketing tool that you have. And it has to do work not just, as you said, be a piece of art that resonates with you as the writer.

Nicholas: Yeah, exactly. And to be clear, there are many cover artists that are extraordinarily talented and their work is amazing. So it can be artistically appealing while hitting the correct marketing checkboxes. But people reverse the order. It has to first be hitting those marketing check boxes. And then it can be a piece of appealing art. If you reverse those and don't hit the marketing aspects, then you're going to get a very expensive piece of art that does not sell any books, which most people don't want.

Mindy: Talking about sites, promo sites, that you can use. You mentioned BookBub, which is the holy grail of promo sites that you as an author would absolutely love to get a spot on. I know the self-pub side of my world under my pen name... We have been lucky enough to get a BookBub twice for different series, and it really does make an amazing difference. That is the most effective thing that we have ever used, and the tail on it is very long. If you're promoting a series and you're using the first, generally those Bookbub readers are very, very dedicated readers, and if you can hook them with your first in a series, you mentioned before the importance of a series. If you can hook them with the first in your series, a lot of them are going to read through. I mean, obviously not everyone, but those are serious readers. So that BookBub slot is definitely a high market real estate. So do you have any tips for people that are... Because of course, you have to apply. Do you have any tips for how to land those BookBub slots?

Nicholas: The main one is going to be self-evident, but it probably still needs to be said. You have to submit. And the reason that needs to be said is because people give up and get discouraged really quickly. Probably less than 5% of the submissions in the US for BookBub get submitted. It's just extraordinarily competitive, and they have a lot of submissions. It's not a referendum on the quality of your book if you don't get accepted the first time around or the sixth time around. So just whenever you get rejected, make a note on the calendar and then resubmit once you're eligible, and it's really just a volume game. And resubmit the books that are eligible in a rotation. So you could do book one in this series and then book one in your other series. And then if book two can be read alone, then go over to book two and so forth. So the goal ultimately is just to have something in the submission fire at all times. If you don't have a deep backlist, then that's not going to be possible. But the principal there is just submit as often as you can. 

One thing you can do is that if you submit at $0.99 and get rejected, you can actually resubmit that same book immediately at free. You don't have to wait the four weeks between submissions and that effectively doubles your submissions there. The free BookBubs, in my experience, are actually more powerful than the paid ones. That's going to vary based on the book and how long your series is. If you have a very short series, then it might not be worth giving away the book for free. If you have, say, two books in the series, there aren't a ton of things for people to buy after they grab the first one for free. So you might want to wait on that a bit. If you have a short series or if you have a standalone, probably doesn't make sense to give it away for free unless you're just trying to build up your readership. But that's a way to again effectively double your overall submissions. BookBub really likes box sets. If you have three books in the series, then you can box up the first three and submit that. Or you could do books one through five. Or the complete series. And if you offer that to BookBub for $0.99, then that can be a good way to get accepted for a series where the individual books may have been rejected in the past. 

Finally, they like wide books. Meaning books that are available on all retailers, not just Amazon. So you have Amazon, and then Apple Books, and Google Play, et cetera. If you have a book that's wide, then that is going to increase your chances of acceptance. So if you've had a Kindle Unlimited exclusive book get rejected a number of times then trying it again when that book is wide can result in it being accepted. That being said, there are plenty of Kindle Unlimited books that get BookBubs, and I have gotten a number of BookBubs, both for myself and for clients that I've worked with, for Kindle Unlimited exclusive books. So it's not mandatory by any means, but it does help. The main thing is just submitting. I see people disqualify themselves by just not submitting and giving up. It only takes a couple minutes a month, and the upside is tremendous. It's one of the highest leverage things you can put on your marketing calendar and do. So there's really no reason not to throw some submissions into the BookBub ring every month, and by actually submitting the books, then you're going to massively increase your chances of actually getting one.

Mindy: Very true. You cannot be selected if you don't throw your hat in the ring. One of the many things that you offer from your website, which is Nicholas Erik dot com, and that is Erik - E-R-I-K... You offer a lot of different courses for authors. If you could just give a brief overview of some of the courses that you offer and how they can benefit writers.

Nicholas: Yeah, I offer courses on a wide variety of subjects. I would say for someone just starting out or as a good general resource, I would check out the book, The Ultimate Guide to Book Marketing. It's very comprehensive, and it's going to lay the foundation for probably 80-90% of the marketing stuff that you need to know. It doesn't dive into ad platforms specifically, but the evergreen skills that are still going to be useful and applicable five, ten years from now. That's what that book really focuses on. I have a course that I run with a six figure or seven figure romance author named Lee Savino. People seem to really like that one. It's called Six-Figure Author Strategy, and it's where you distill your entire marketing plan for the year into one page. And that forces you to think through what exactly you want to do and cut down on all the things that you can do into what's going to move the needle, and also organizes everything there for quick reference. Just because in the middle of a book launch or the middle of the year, it's easy for things to go off track or just feel overwhelming, and having that North Star is helpful. So those are probably the two places that I would start if you're just checking out my stuff. But there are a number of other courses as well.

Mindy: The Six-Figure Author course I know multiple people that have taken that and found it to be extremely helpful. Even if you're just a beginner and the idea of setting up your marketing for an entire year sounds really daunting, I know that the course does a great job of breaking it down. And like you said, having that North Star, as you put it, is a wonderful way to keep yourself on track when you get overwhelmed. Because I know as someone that has downtime in certain times of the year and then is working frenetically at other times of the year, it can be really hard to make sure that you're consistently putting something towards the marketing aspect. So having that all set up for yourself ahead of time is absolutely invaluable. Last thing, we mentioned your website, which is Nicholas Erik dot com. I will spell it again so that everybody can get that right. It's N-I-C-H-O-L-A-S E-R-I-K dot com. Is there anywhere else that people can find you online and be exposed to your stuff?

Nicholas: That's pretty much it. If you want to check out the book marketing newsletter that's free, you can join that on the website, and I don't have a set cadence. Sometimes it's weekly, most of the time it is not, and just gets sent out as inspiration strikes. But you can join that on the website. Otherwise, no social media or anything like that for the non-fiction stuff at this point. Just focused on the newsletter and building that since it'll be around in 5 to 10 years.

Mindy:   Writer Writer Pants on Fire is produced by Mindy McGinnis. Music by Jack Korbel. Don't forget to check out the blog for additional interviews, writing advice and publication tips at Writer Writer Pants on Fire dot com. If the blog or podcast have been helpful to you or if you just enjoy listening, please consider donating. Visit Writer Writer Pants on Fire dot com and click “support the blog and podcast” in the sidebar.