SPA Girls Podcast

You don’t need a million readers. You need 1,000 who buy everything you write. Cheryl, Shar and Wendy take Kevin Kelly’s 1,000 True Fans model — 1,000 people spending $100 a year — and work out what it actually looks like for an indie novelist right now.

Wendy has a reader group of 1,000 and gives away a signed print copy with every release. Her bonus epilogues run 3,000 words and jump five or ten years ahead. Cheryl writes hers the day she finishes the book, sets it a week later so it leads into the next one, and delivers it through BookFunnel with her also-by page attached. Shar’s position is that a newsletter signup can be worth more to you than the next book sale, because the list is the only reader relationship you own.

Ad costs are climbing and social reach keeps shrinking — one author they follow has 25,000 followers and around 1,000 of them see a post. So the conversation is about what you can control: the list, the reader group, your own store, and the bonus content that makes people want to stay. Plus Amazon’s new limits on how many titles you can upload a week, why being a human being being a human is the one thing the AI flood can’t copy, and the professional line between talking to your readers and using them as a sounding board.

In this episode:

The 1,000 True Fans model, and why a number to build towards beats firing off in five directions

You’re not after a stadium — you’re after the people who buy whatever you make

Turning a reader into a superfan: the extras, and giving a little of yourself

Why the email list is the foundation — it’s the one thing you own

Reply to readers who email you, or acknowledge them in the next newsletter

Reader groups: giveaways, questions, and the posts that only they get

What to give away — signed print copies and special editions beat mugs and chocolate

Direct sales: better margins, promo codes, and the release two weeks early

Growing the list: the link in the back of the book, and what to offer for the signup

Bonus epilogues — Wendy’s and Cheryl’s two completely different approaches

Delivering bonus content through BookFunnel, and giving it to your existing subscribers

Amazon’s upload limits, AI pulp, and where human connection actually wins

Make yourself easy to find, and check your links

Keep the behind-the-scenes troubles off your reader-facing platforms

Send the tech problems to BookFunnel — that’s customer service done well

Be authentically you, pen name or not

Start with 10 true fans, not 1,000

Author buddies and brainstorming

Mentioned in this episode:

Kevin Kelly, 1,000 True Fans: kk.org/thetechnium/1000-true-fans

BookFunnel: https://bookfunnel.com

MailerLite: https://www.mailerlite.com · Mailchimp: https://mailchimp.com

More on this from the SPA Girls:

EP268 How to Use Bonus Content to Sell Books

EP364 Superfans with Steffanie Holmes

EP445 7 Easy Tips for Building Your Newsletter List

EP378 Be a Newsletter Ninja with Tammi Labrecque

EP476 Author Newsletters with Holly Darling

EP433 Selling Direct with Katie Cross

EP479 Interview with Ines Johnson

Support the show: Join us on Patreon at the $10 tier for the SPA Girls Superstars group — brainstorm your bonus content, get feedback on your marketing, and ask four working authors anything about self-publishing — patreon.com/spagirlspodcast

🔁 CLASSIC REPLAY — This episode was originally recorded in 2023 and the writing craft advice is just as relevant today.

Matt Bird is a screenwriter and the author of two craft books for writers, The Secrets of Story and The Secrets of Character: Writing a Hero Anyone Will Love. For the second book he read the first ten pages of dozens of great novels, memoirs, movies and TV pilots, and found the same three moves in nearly all of them: the reader has to believe in your hero, care about their circumstances, and invest their hopes in them. In this episode of the SPA Girls Podcast (EP573) he shows how to land all three before your plot has even started.

Whether you’re drafting an opening chapter, working out why readers aren’t connecting with your lead, or looking for concrete character development tools you can use today, this one is practical from end to end. Matt covers the first page of The Hunger Games, giving a character a unique object and a metaphor family, why repetition beats surprise early on, and how to set, upset and reset reader expectations. Plus why readers pick your hero for you, what James Bond’s first scene tells us about vulnerability, and the single thing he’d tell every writer to do — put an ironic object in their hand.

#SelfPublishing #WritingCraft #IndieAuthor

About Matt Bird

Matt Bird is the author of Secrets of Story, and creator of The Secrets of Story podcast and blog. He has an MFA in screenwriting from Columbia University. He lives and writes in Chicago where he and his wife Betsy are raising two delightful kids.

All episodes of his podcast with James Kennedy, The Secrets of Story: A Screenwriting & Novel Writing Podcast can be found on podcast apps.

Matt’s latest podcast, A Good Story Well Told with co-host Jonathan Auxier, is also on all podcast platforms.

http://www.secretsofstory.com/

🔗 CONNECT WITH THE SPA GIRLS:

🌐 Website & free self-publishing resources at www.selfpublishingauthorspodcast.com

🎧 Subscribe to our weekly episodes on your favourite podcast app — search “SPA Girls Podcast”

❤️ Watch our episode recordings on the SPA Girls Podcast YouTube Channel http://www.youtube.com/c/SPAGirlsPodcast

💗 This podcast is supported by our amazing Patreon community! ⭐ Join at the $10 tier for access to our private Self-Publishing Mastermind group where we discuss marketing, writing, and answer your burning questions: http://www.patreon.com/spagirlspodcast

#authortube #SelfPublishing #IndieAuthor #romancewriter

#SelfPublishing #romancewriter #writingpodcast #writingcommunity

This is a concrete, numbers-heavy conversation about what diversification actually means for a working author. Million-selling author Craig Martelle has published over 200 books since 2015, across 28 series, and has around 25 different sources of income.
Craig’s definition of Author Diversification is multiple revenue streams, and he counts formats, distributors, languages, genres and co-authors as part of it. He walks through where to start when you’ve only got five books out, why paperback belongs in your Amazon ads, what a SAG-AFTRA narrator really costs and why he pays it anyway, and how he translated nine books into German for almost nothing using three AIs checking each other.

Craig is also very open about his pace pace of publishing. In 2019 he published 30 books in 30 weeks, quadrupled his costs, halved his revenue and ended up having heart surgery the following January. He publishes 12 to 20 books a year now, reads every word of every collaboration, and takes the dog out for two hours a day. The three medical thrillers he co-writes with a surgeon are his current bestsellers, and every dollar they earn goes into an investment account for his grandchildren.

And the golden nugget is the best argument against perfectionism we’ve had on the show: if you rewrite one book ten times you still have one book, but if you write ten books you have ten books’ worth of experience.

In this episode:

From Marine Corps intelligence and Russian linguist work to law school to full-time author in October 2015

Over 200 books, 28 series, and roughly 25 separate sources of income

Buying his first series back from its traditional publisher — and earning the buyout fee back in one month on free YouTube audio

Audiobooks on 40 distributors, plus 70 to 80 titles in libraries while staying in Kindle Unlimited

Why genre counts as diversification: readership ceilings and burnout in a single niche

“Write with the reader in mind” — the Venn diagram of what you know and what people actually read

The first step with five books out: one genre, one series, and learning read-through

Where to diversify next, and how to choose an adjacent genre

Translations and which markets are worth translating for, and which ones aren’t

Formats first: why paperback and a full-wrap cover are the cheapest diversification there is

The Amazon ads trick — bundling ebook and paperback in one sponsored ad to drop your cost per click

Crowdfunding an audiobook you can’t otherwise afford, and the snowball effect across campaigns

Why some books sell and some don’t

Marketing the backlist

Resources mentioned
INaudio (Voices by INaudio) · Chirp (BookBub) · Kindle Unlimited & KDP Select · Kindle Countdown Deals · BookBub featured deals · Kickstarter · BackerKit · SAG-AFTRA · DeepL · Learn Self Publishing (AI translation course) · Baen Books · Become a Successful Indie Author · the A Surgeon’s… medical thrillers with James Toouli · the I, Soldier military sci-fi series · Battleship Leviathan · the Ian Bragg thrillers

About Craig

Craig Martelle is a science fiction, thriller and fantasy author who has sold millions of books worldwide.

Before he became an author, he had a long career in the Marine Corps, specifically in the military intelligence community where he worked with most of the U.S. Government’s three-letter agencies. When he retired from the Marine Corps, he attended law school, graduated summa cum laude, and went into business consulting.

Craig was also the original organizer of the 20Books Conference in Las Vegas, which he ran for many years, and he now organizes writing retreats for both beginner and more experienced authors around the world. He also writes non-fiction to help indie authors be more successful in this industry.

Through a bizarre series of events, Craig now lives in in Fairbanks, Alaska. He says he never expected to retire to a place where golf courses are only open for four months out of the year, but he and his wife get to watch the northern lights from their driveway and their dog has lots of room to run – until temperatures reach fifty below zero.

🎧 Subscribe to our weekly episodes on your favourite podcast app — search “SPA Girls Podcast”

❤️ Watch our episode recordings on the SPA Girls Podcast YouTube Channel http://www.youtube.com/c/SPAGirlsPodcast

💗 This podcast is supported by our amazing Patreon community! ⭐ Join at the $10 tier for access to our private Self-Publishing Mastermind group where we discuss marketing, writing, and answer your burning questions: http://www.patreon.com/spagirlspodcast

#authortube #SelfPublishing #IndieAuthor #romancewriter

#SelfPublishing #romancewriter #writingpodcast #writingcommunity

USA Today bestselling author Lana Love writes short romance: 15,000-word books with curvy heroines and protective heroes. She publishes one a month and has more than 60 out. Her income doubled when one book in her Mountain Men series took off and lifted her whole backlist, and she did it with very little advertising. In this episode of the SPA Girls Podcast (EP571), she walks us through exactly how.

The core move works on any backlist. Lana listed her ten best-reviewed books, her ten highest-rated books and her best sellers, then looked for what they had in common. The answer was military, blue-collar, protective heroes in small towns. That became her Heartland Heroes world, and the eleventh book in it is the one that took off.

She also covers how she picked an Amazon Short Reads category where the top 100 was within reach, why trope-forward titles like Rugged Loner outsell clever ones, and how a free bonus epilogue brings in newsletter subscribers who open 40–45% of her emails. Plus shared-world collaborations, building complementary character wounds, and fitting a full romance arc into 15,000 words.

🔁 CLASSIC REPLAY — This episode was originally recorded in 2024 (EP468) and the strategy is just as relevant today.

#SelfPublishing #ShortRomance #IndieAuthor

👤 ABOUT LANA LOVE:

Lana Love is the USA Today bestselling author of short romance featuring curvy heroines and the strong men who move heaven and earth to win them.

https://loveheartbooks.com/

📚 RESOURCES MENTIONED:

BookFunnel: https://bookfunnel.com

BookBub: https://www.bookbub.com

Stuff Your Kindle: https://stuffyourkindle.com

Becca Syme — Strengths for Writers: https://www.betterfasteracademy.com

🔗 CONNECT WITH THE SPA GIRLS:

🌐 Website & free self-publishing resources:
http://www.SelfPublishingAuthorsPodcast.com

🎧 Listen on your favourite podcast app — search “SPA Girls Podcast”

💗 This podcast is supported by our amazing Patreon community!

⭐ Join at the $10 tier for access to our private Self-Publishing Mastermind group where we discuss marketing, writing, and answer your burning questions:
http://www.patreon.com/spagirlspodcast

Subscribe so you never miss an episode!

#WritingCommunity #WritingPodcast

Four authors, more than a decade of self-publishing, over 300 books published combined, and four very different takes on the successful author mindset. Cheryl, Shar, Wendy and Trudi share what keeps them writing through industry shake-ups, sales dips and busy family life.

Cheryl runs her whole life from one diary. Wendy’s words for the day get written that day, no exceptions. Shar caps her social media at five-minute blocks and logs every small win. Trudi writes first thing, has dropped deadlines altogether, and works best with plenty going on around her.

The one rule we all agree on: pick two new tactics, give them a real chance, then try the next two. Plus how to carve out writing time when your family wants you now, Renee Rose’s trick for turning comparison into motivation, what to do when the sales graph dips and LOTS more!

Mentioned in the episode:

Becca Syme  – listen to her episodes with us on EP524, EP487 and EP146

J. Gabriel Gates: EP568

Nalini Singh: Worldbuilding episode with us EP363

Sacha Black: EP422

Renee Rose: EP512

ScreenZen app

Romance Writers of New Zealand: romancewriters.co.nz

🔗 CONNECT WITH THE SPA GIRLS:

🌐 Website & free self-publishing resources: http://www.SelfPublishingAuthorsPodcast.com

🎧 Subscribe to our weekly episodes on your favourite podcast app — search “SPA Girls Podcast”

❤️ Watch our episode recordings on the SPA Girls Podcast You Tube Channel http://www.youtube.com/c/SPAGirlsPodcast

💗 This podcast is supported by our amazing Patreon community! ⭐ Join at the $10 tier for access to our private Self-Publishing Mastermind group where we discuss marketing, writing, and answer your burning questions: http://www.patreon.com/spagirlspodcast

#SelfPublishing #romancewriter #writingpodcast #indieauthor