How can you build a creative, sustainable career as a ‘mid-list' indie author? How can you design a business that works for you and your books over the long term? T. Thorn Coyle explains more in this episode.

In the intro, BookVault bespoke printing options; Harper Collins partners with Eleven Labs for AI-narrated non-English audiobooks [Publishing Perspectives]; AI Publishing Formula Podcast; Brave New Bookshelf Podcast; “I’m not worried about AI, because I got my mojo working.” Stephen King;

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Today's show is sponsored by ProWritingAid, writing and editing software that goes way beyond just grammar and typo checking. With its detailed reports on how to improve your writing and integration with Scrivener, ProWritingAid will help you improve your book before you send it to an editor, agent or publisher. Check it out for free or get 25% off the premium edition at www.ProWritingAid.com/joanna

This show is also supported by my Patrons. Join my Community at Patreon.com/thecreativepenn 

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T. Thorn Coyle is the author of paranormal mystery, urban fantasy, alt history, epic fantasy, as well as nonfiction around magical practice. Their latest book is The Midlist Indie Author Mindset.

You can listen above or on your favorite podcast app or read the notes and links below. Here are the highlights and the full transcript is below. 

Show Notes

• What does it mean to be a mid-list author?





• How being weird can help you connect as more human





• Finding your sense of weird and letting it shine in your work





• Making marketing about connection and finding what works for you





• Marketing for Kickstarter in a short-term promotional window





• Tips for managing multiple Kickstarters per year





• Keeping readers engaged with your newsletter and social media





• Creating a tagline that portrays the message of your author business

You can find Thorn at ThornCoyle.com, and the Kickstarter for The Midlist Indie Author Mindset here.

Transcript of Interview with Thorn Coyle

Joanna: T. Thorn Coyle is the author of paranormal mystery, urban fantasy, alt history, epic fantasy, as well as nonfiction around magical practice. Their latest book is The Midlist Indie Author Mindset. So welcome back to the show, Thorn.

Thorn: Thanks so much. It's great to be back.

Joanna: Yes, I know. I had a look, and it's been six years since you were last on the show.

Thorn: That's a long time, especially in the indie publishing world.

Joanna: Yes. I mean, we're old school, which probably means we met like a decade ago!

Thorn: Yes, probably.

Joanna: Which is so funny. So let's assume people haven't listened to our episode from six years ago, and also, things have moved on.

Tell us a bit more about you and how you got into writing and publishing.

Thorn: Well, I was one of those people, you know, I've written since I was a tiny child, probably age five or six. I wrote poetry, I did journalism as a teenager, wrote for tattoo magazines in the 80s and 90s, and really wanted to write fiction.

I would practice writing fiction, and then I finally just gave up. I was the classic, I would labor over a short story for a year, and I would stall out three quarters into a novel.

I loved writing nonfiction also. That was easier for me, less of a challenge. So I got my first nonfiction major traditional publishing contract 20 years ago. I sold a book to Penguin, and I gave up fiction and focused on nonfiction, and traveling the world, and teaching for two decades.

Then fiction came back. Some characters showed up in my head one day, and I started writing fiction, and I started studying craft. Then I started seriously indie publishing, I decided I didn't want to go trad. My three first nonfiction books were all traditional published.

I didn't want to go traditional for fiction because I saw the struggles my friends were having with traditional publishing and my own struggles with traditional publishing. I started seriously indie publishing in 2017, and here we are today. I've got a big catalog now, and I just keep going.

Joanna: So what is a big catalog to you?

Thorn: I have probably, including short story collections, probably 30 books, which for me is a big catalog. I know for other people, that's a tiny catalog. It might even be more than 30 books now. I fail to keep track.

Joanna: I mean, it's also funny because you sounded slightly apologetic about 30 books, and I do this too. It's like, this is ridiculous because there are authors who write two books in their whole life!

Thorn: I know people like that. I certainly know a lot of traditional authors who only wrote a couple books. That's great, it's just a hard way to make a living.

Joanna: Yes, exactly. So let's get into the book, so The Midlist Indie Author Mindset. I feel like this word “midlist” probably means more in the traditional publishing world. So why don't we start with that.

What is the ‘mid-list,' and why use that concept? What does it mean?

Thorn: The reason I latched on to the concept of midlist—and you're right, it does come from traditional publishing. So I'll give a little background.

In traditional publishing, especially in like the 70s, 80s, and 90s, midlist authors were the bread-and-butter authors. They were middle class. They weren't best sellers, but they put out books people enjoyed year after year after year. They were the backbone of a lot of publishing for a long time.

So the bestsellers financed the non-sellers, the poor sellers, but the midlist just kept going, writing books people enjoyed. That slowly faded away as traditional publishing changed. It became harder and harder to make a living as kind of a middle class, midlist author.

The other thing about midlist authors is they had a big catalog because they just kept publishing year after year, usually genre fiction of some sort or another. They built up a catalog that people enjoyed, that in traditional publishing is called a backlist. We still use that terminology, but it's not really accurate for indie publishing.

In traditional publishing, frontlist is a brand-new book that they push for three months, that's what that means. Backlist is everything else. So we can just call it our catalog because as indie authors, we can relaunch. We can do whatever we want with all those books. They're not going to go away.

So I wanted to bring forth this concept of midlist into the indie world because so many people say, well, if I'm not making multiple six figures or seven figures, I'm a failure.

I believe it's possible for a lot of people to find ways to make a decent middle class living as writers.

It's a lot more attainable and sustainable than some of the tactics and techniques people use to grow to be multi-six, like high six-figure or seven-figure authors. It can feel discouraging, I think, to a lot of people when we see these success stories and think, well, I may as well win the lottery or get struck by lightning. That's how unattainable it feels.

I realized in my own life, I had to curtail some of my ambitions because of life circumstances. I realized what I really wanted was a slow, sustainable build and a long, sustainable career. If I can do it, I think a lot of people can do it