Publish & Prosper – Détails, épisodes et analyse

In this episode, Matt & Lauren take a critical look at wasteful practices in the publishing industry. We share insight into what it takes to become a certified B Corp (like Lulu!), how book printing creates both physical and carbon waste, and what we can all do to make publishing more sustainable. 

Dive Deeper

💡 Resources

      →  Research: Consumers’ Sustainability Demands Are Rising 

      →  B Lab US & Canada

      →  Book Sales: What that viral Substack post gets wrong.

      →  No One Buys Books

      →  Book Waste: The Dangers of Publishing and the Ethical Consumption of Books

💡 Listen to These Episodes

      →  Ep #9 | Are Print Books Dead?

      →  Ep #36 | The Indie Author’s Guide to Self-Publishing vs. Traditional Publishing

      →  Ep #49 | What Keeps Self-Published Books Off the New York Times Best-Seller Lists?

💡 Watch These Videos

      →  Why is Lulu a B Corp?

      →  The Life of a Book 

💡 Read What Being a B Corp Means to Us

Sound Bites From This Episode

🎙️ [9:52] “We're making the argument that print-on-demand and using a print-on-demand company like Lulu is more environmentally friendly than traditional publishing. But B Corp isn't just about that.”

🎙️ [22:40] “I would much rather see a book that was well read and well loved and shows the signs of it than a book that was printed, never opened, never sold, and then just destroyed.”

🎙️ [32:45] “I think when you combine the world of digital and print and you encourage a digital-first strategy for how you're publishing and printing, I think that's when you really start to optimize the sustainability factor of what we're doing in the publishing industry.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
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In this episode, Lauren & Matt explore Lulu’s open source Print API. Don’t know what an API is? We’ve got you covered. We also talk through the value of personalized products and creative ways to use Lulu’s Print API to power your custom book business. 

Dive Deeper

💡 Learn more about Lulu’s Print API

💡 Sponsor Magnet by Justin Moore

💡 Listen to These Episodes

• Ep #31 | Your 7-Step Guide to Building an Online Bookstore
• Ep #43 | Make Your Self-Published Books Stand Out with Custom Details
• Ep #58 | Creative Ways to Use Print-On-Demand to Support Your Business

💡 Read These Blog Posts

• Personalization at Scale: How Lulu’s API Enables Customized Printing
• Scaling Your Business with Custom Books Using the Print API

💡 Watch These Videos

• Webinar | The Business of Books:  How To Use Lulu's Print API To Scale Your Business
• Lulu U | Selling Direct with a Print API

Sound Bites From This Episode

🎙️ [13:40] “This is not a new concept. What this is is a more evolved technology for how to create these kinds of products in a really cool way and also get even more personalized and even more creative with them.” 

🎙️ [27:10] “You are trying to build personal relationships with your customers, with consumers. Consumers are more conscientious than they were in the past. They are looking for - whether they realize it or not - they are looking for a personalized relationship experience.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
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In this episode Matt & Lauren recap some of the hottest topics and trends in the publishing industry from 2024, and make a few predictions for 2025.   

Thanks for a great year of publishing and prospering with us! 


Dive Deeper

💡 Written Word Media | 2024 Indie Author Survey Results: Insights into Self Publishing for Authors

💡 Louis Grenier | $16k in 5 Days Book Launch Breakdown

💡 Crossing the Chasm by Geoffrey A. Moore

💡 Bublish’s AI Author Toolkit

💡 Listen to These Episodes

• Ep #18 | How Writers Can Harness the Power of AI
• Ep #38 | From Manuscript to Market: 5+ Tools to Help You Draft, Publish, and Sell Your Book
• Ep #43 | Make Your Self-Published Books Stand Out with Custom Details

💡 Read These Blog Posts

• Direct-to-Consumer Bookselling
• Sudowrite Review
  
  
  

Sound Bites From This Episode

🎙️ [9:06] “I think that that also explains that huge jump we saw in stores being created and active this year versus last year, because I do really think that this year, more than ever, it connected for people and they've started sort of piecing this puzzle together.”

🎙️ [29:01] “And the truth of the matter is nobody has any idea what AI in publishing looks like for next year… But we do know, and I think it will always be true, that it can't replace human creativity, human emotion. It can't elicit responses like a human can with their writing. So use AI for what it's good at, for productivity. Use it for the tools, and making your life easier.”

🎙️ [47:21] “I think these business savvy creators and content entrepreneurs and entrepreneurs in general are going to be at the forefront of people saying like, we understand the value of selling direct. And if a traditional publisher isn't going to work with us on that, then that's okay. We'll just do it ourselves.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
💀 Email us at podcast@lulu.com
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In this episode Lauren & Matt explore the journey to successful audience growth by finding your content niche, defining your ideal reader, and identifying your target audience. We also discuss the value of learning from other creators, ways to inject new life into your marketing efforts, and the correct way to pronounce niche, among other things. 


Dive Deeper

💡 Check Out SparkToro

💡 Read Written Word Media’s 2024 Indie Author Survey Results: Insights into Self Publishing for Authors

💡 Listen to These Episodes

• Ep #25 | Author Branding 101: Building a Brand Beyond Your Books
• Ep #35 | Designing the Right Go-to-Market Strategy for Your Book
• Ep #47 | Metrics That Matter: A Guide for Authors & Creators

💡 Read These Blog Posts

• Building Effective Reader Personas for Authors and Creators
• How to Find Your T arget Audience

💡 Watch These Videos

• Webinar | How to Create a Multi-Million-Dollar Business ​​​​​​​From Your Business Book with Joe Pulizzi
  
  
  

Sound Bites From This Episode

🎙️ [10:07] “The start of that journey is understanding who your audience is, who you're creating content for, what is your niche topic or content area, and then understanding like, how do I create content for this audience, but more importantly, how do I market and sell it to this audience?”

🎙️ [23:01] “You should be doing this… I'm not going to say regularly, but the very least periodically. You should be updating your own understanding of who your readers are, who your audience is, who you're writing for, who you're writing to.”

🎙️ [39:14] “You have to understand that these things that you're doing, again, whether you want to agree to this or not, you're building a business. And so everything you do is a step towards sustainability long-term.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
💀 Email us at podcast@lulu.com
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In this episode, Matt & Lauren tackle some of the most common misconceptions about self-publishing. We debunk myths like: 

❌ You won’t make any money self-publishing
❌ You have to spend a lot of money to self-publish
❌ There’s no credibility in self-publishing

And most importantly: fake M&Ms are just as good as real M&Ms. 


Dive Deeper

💡 Editorial Freelancers Association Editorial Rates Chart

💡 Listen to These Episodes

• Ep #2 | Is Self-Publishing the Best Path for Today’s Creators? 
• Ep #8 | Self-Publishing is a Team Sport
• Ep #20 | Do You Need to Hire Professional Editors for Your Book?
• Ep #25 | Author Branding 101: Building a Brand Beyond Your Books
• Ep #36 | The Indie Author’s Guide to Self-Publishing vs. Traditional Publishing

💡 Read These Blog Posts

• How Lulu Simplifies Self-Publishing
• 6 Steps to Create and Print a Book for Beginners
• 5 Visual Indicators Your Book Is Self-Published

💡 Watch These Videos

• Lulu U | Start Here Playlist
• The Life of a Book
  
  

Sound Bites From This Episode

🎙️ [4:29] “There's no guarantee you're going to make money one way or the other, it really boils down to effort. And that is also true across all of the publishing paths.”

🎙️ [25:37] “It's not a one size fits all thing in any way when it comes to how much you're going to spend on self-publishing. If you're operating under the assumption that you can only find success as a self-published author if you sink a lot of money into any part of it… that's just not true.”

🎙️ [36:32] “I think these days people want to be more in control of their content and their money and their life. And I think that they're able to do that through self-publishing and they feel better doing it because of the fact that tools have gotten better.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
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In this episode, Lauren & Matt discuss the New York Times Best Seller lists. Learn how the lists are decided, what disqualifies a book from being a potential NYT Best-Seller, and why self-published authors rarely make the cut.  


Dive Deeper

💡 The New York Times | About the Best Sellers
💡 Novlr | The New York Times Bestseller Lists Explained
💡 Wikipedia | The New York Times Best-Seller List
💡 Jane Friedman | Self-Published Bestseller Lists

Sound Bites From This Episode

🎙️ [4:29] “What I mean when I say it doesn't matter is that you can still achieve incredible success as a self-published author without having your name on the New York Times best-seller list.” 

🎙️ [12:15] “They were getting sued for not including a specific title on the list despite the sales. And the argument that they made was that it is not exclusively based on straight up math and sales numbers, but is more of an editorial product that is influenced by sales numbers, but also influenced by other things.”

🎙️ [34:35] “I'm going to make Matt's blood boil a little bit because I'm going to say that I think that for self-published authors… hitting the top of the Amazon charts is probably more important for your sales and discoverability than hit the New York Times list would be."

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
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In this episode, Matt & Lauren have a conversation about Taylor Swift’s upcoming book, talking through her decision to self-publish it, and what that says about the future of traditional publishing. 

Disclaimer: This episode was Matt’s idea, not Lauren’s.


Dive Deeper

💡 Target Press Release

💡 Related Episodes

• Ep #2 | Is Self-Publishing the Best Path for Today's Creators?
• Ep #16 | The Indie Author's Guide to Thriving Without Amazon
• Ep #36 | The Indie Author’s Guide to Self-Publishing vs. Traditional Publishing
  
  

Sound Bites From This Episode

🎙️ [14:36] “Time and time again, we see plenty of people who have built an audience for themselves, regardless of size, but it works for them. There's high engagement. They know their audience better than anybody else, and they are able to self-publish content and reach their audience and achieve whatever their primary goals are.” 

🎙️ [16:20] “I think as… this idea of creating and owning your content and the distribution methods to get it to market continues to increase, I think traditional publishing's value continues to decrease.”

🎙️ [41:24] “At the end of the day I never thought I would find inspiration in something Taylor Swift did, but here we are.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
💀 Email us at podcast@lulu.com
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In this episode, Lauren & Matt review the important metrics you need to be tracking to boost your book sales, grow your brand, and connect with a loyal audience. We take a look at social media, email, website, and customer data and share valuable tools and tips to help you make the most of the data you collect. 


Dive Deeper

💡 Check Out These Resources

• Shopify | Ecommerce Analytics Tools for Online Store Owners
• SparkToro | https://sparktoro.com/ 
• ManyChat | https://manychat.com/creators 

💡 Read These Blog Posts

• Unlock Your Content Business Potential With User Data
• Tracking Your Marketing Efforts With UTM Tags
• Complete Tech Stack for Publishing

💡 Listen to These Episodes

• Episode #11 | Email Marketing for Authors & Creators
• Episode #12 | Social Media Marketing for Authors & Creators
• Episode #22 | Using Customer Data to Grow Your Business
• Episode #31 | Your 7-Step Guide to Building an Online Bookstore
  
  

Sound Bites From This Episode

🎙️ [10:38] “A lot of these metrics are interconnected, and that's kind of the whole point in tracking them and in paying attention to them. And I know that's going to sound really overwhelming as we rattle off a bunch of different types of metrics that you should be looking at, but they really do inform each other in a lot of different ways.”

🎙️ [24:03] “If you're sending an email out once a week or once every two weeks or whatever, and you're asking people to buy your book and you're sending them to Amazon, you're not going to have the data as to whether or not they bought a book from that email.”

🎙️ [35:55] “All roads should lead to however you get somebody to purchase a book, wherever they do that. And primarily that should be on your website.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
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In this episode, Matt & Lauren share tips for maximizing your return on investment when you attend a conference. We have our top picks for note-taking, strategies for putting your ideas into action, and using your conference experience to establish yourself as a thought leader. 


Dive Deeper

💡 Otter.AI

💡 Ecamm Live

💡 Ann Handley’s Total Annarchy Newsletter

💡 Listen to These Episodes

• Episode #23 | How to Survive (and Thrive) at Conferences and Events
• Episode #29 | 3 Steps to Prep for an Author Event (and What to Do When You’re There)
  
  

💡 Read These Blog Posts

• How to Grow Your Author Network
• Why Creator Events Are a Must for Creators & Entrepreneurs
  
  

💡 Watch These Videos

• An Author’s Guide to Attending Live Events
  
  

Sound Bites From This Episode

🎙️ [7:03] “You really should try to take down some sort of notes any way that you can. And we're going to talk about some ways to make it a lot easier for you to do that, especially if you're like me, where you're just terrible at it so you don't even bother. And you hope that all of the main points that are valuable will stick in your brain until you get home and they usually don't.” “How does that work out for you?” “It doesn't at all.”

🎙️ [17:02] “The most important part about these events is again, how you turn that into actionable takeaways that are going to further your business, your brand, your career, whatever it is you're trying to influence there.”

🎙️ [35:12] “Whatever it is, this is an opportunity for you to share something with your audience that further establishes you as somebody who knows what they're talking about.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
💀 Email us at podcast@lulu.com
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It’s officially been one year of Publish & Prosper! Join Lauren & Matt for a special Ask Us Anything episode, where we take listener questions about publishing, marketing, Lulu products, and - of course - Disney. 

We answer questions like: 

• Do you start building your audience first and then write your book, or do you start writing your book first and then build your audience? 
• What trends have you seen from Lulu creators over the years in how they've adapted their businesses to sell more books?
• When you mentioned releasing the right format in regards to the right go-to-market strategy, what do you mean?

Dive Deeper

💡 Read These Blog Posts

• 10 Ways Modern Authors Can Build an Audience
• How to Find Your Target Audience

💡 Watch These Videos

• The Confetti Video
• The Life of a Book
• Playlist | Audience Building

💡 Listen to These Episodes

• Episode #11 | Email Marketing for Authors & Creators
• Episode #35 | Designing the Right Go-to-Market Strategy for Your Book
  
  

💡Katie Cross Books

Sound Bites From This Episode

🎙️[6:31] “I think a lot of people get wrapped up in this idea that it's too late, that even if I start working on my audience now I'm late to the game, so it's gonna take forever to build an audience. Or if I start writing a book now after I've waited all these years, it's too late… None of that is true. Do it now. Get started.”

🎙️[16:39] “It really comes down to people realizing and understanding that this is a long-term endeavor and not short-term flash in the pan kind of thing. Something trendy like social media, we've all seen the rise and fall of different social platforms so much in the last few years, and people are realizing more and more we need a long-term way to connect with our audience and to create these relationships that are going to last with our audience.”

💀 Can’t wait for our next episode? Check out our Resources page for links to our blog,
our YouTube channel, and more.
💀 Find us on Facebook, X, Instagram, and LinkedIn at luludotcom!
💀 Email us at podcast@lulu.com
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