Interview: Marketing That Puts the Author First — Introducing ALLi’s New Guide with Orna Ross and Roz Morris

On this episode of the Self-Publishing with ALLi podcast, Dan Holloway recaps key takeaways from SelfPubCon2025, where authors focused less on AI and more on direct connections with readers through email lists, crowdfunding, and special editions that reflect an artisanal, aesthetic-driven approach. He also reports that Spotify is launching Audiobook Selects, a new platform for indie authors, beginning with romance-themed submissions featuring “swoon-worthy” tropes like friends-to-lovers and grumpy/sunshine pairings. Sponsor Self-Publishing News is proudly sponsored by PublishMe—helping indie authors succeed globally with expert translation, tailored marketing, and publishing support. From first draft to international launch, PublishMe ensures your book reaches readers everywhere. Visit publishme.me. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. About the Host Dan Holloway is a novelist, poet, and spoken word artist. He is the MC of the performance arts show The New Libertines, He competed at the National Poetry Slam final at the Royal Albert Hall. His latest collection, The Transparency of Sutures, is available on Kindle.

On the Self-Publishing with ALLi podcast, host Orna Ross speaks with Roz Morris, editor-in-chief at ALLi, about ALLi’s new marketing guide and why marketing today is less about algorithms and more about authentic human connection. They explore how shifts in the industry, including the rise of AI, are transforming how authors reach readers, and they discuss how understanding your values, reader journey, and publishing personality can lead to more effective, sustainable marketing. Sponsor This podcast is proudly sponsored by Bookfunnel. Do you have reader magnets, ARCs, and direct digital sales? Want to join multi-author promotions? Thousands of authors trust BookFunnel for seamless delivery and real human support. Visit BookFunnel.com. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. Show Notes Reach More Readers: ALLi's Definitive Guide to Book Marketing (50 percent off) About the Host Orna Ross launched the Alliance of Independent Authors at the London Book Fair in 2012. Her work for ALLi has seen her named as one of The Bookseller’s “100 top people in publishing”. She also publishes poetry, fiction, and nonfiction and is greatly excited by the democratizing, empowering potential of author-publishing. For more information about Orna, visit her website. About the Guest Roz Morris is editor-in-chief at the Alliance of Independent Authors and lead editor of ALLi’s new marketing guide. She has extensive experience helping authors develop their publishing strategy and connect more effectively with readers. Roz is also an accomplished writer and mentor known for her clear, human-centered approach to book marketing. Learn more on her website.  

In this episode of the Self-Publishing with ALLi Member Q&A podcast, hosts Michael La Ronn and Sacha Black discuss how indie authors can balance the creative work of writing with the ongoing demands of marketing and business management. Other questions include: Is it smart to include QR codes in your e-books and print editions, and what’s the best way to use them? How can an author with a traditionally published background reach a wider audience for a self-published book? What’s the best way to synchronize publication dates across KDP and IngramSpark? Can IngramSpark produce a book that’s already published through Amazon KDP? How should authors handle distribution when a book appears on Amazon through Ingram? What are the pros and cons of outsourcing versus handling all publishing tasks solo? And More! Find more author advice, tips, and tools at our Self-Publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. About the Hosts Michael La Ronn is ALLi’s Outreach Manager. He is the author of over 80 science fiction & fantasy books and self-help books for writers. He writes from the great plains of Iowa and has managed to write while raising a family, working a full-time job, and even attending law school classes in the evenings (now graduated!). You can find his fiction at www.michaellaronn.com and his videos and books for writers at www.authorlevelup.com. Sacha Black is a bestselling and competition winning author, rebel podcaster, speaker and casual rule breaker. She writes fiction under a secret pen name and other books about the art of writing. When Sacha isn't writing, she runs ALLi's blog. She lives in England, with her wife and genius, giant of a son. You can find her on her website, her podcast, and on Instagram.  

On this episode of the Self-Publishing with ALLi podcast, Dan Holloway reports on the closure of Baker & Taylor, the century-old book distributor that will shut down in 2026, leaving a gap that companies like Ingram and Amazon may fill. He also notes Spotify’s new integration with ChatGPT, assuring creators that their music and podcasts won’t be used to train AI. In other news, Reedsy has launched the Reedsy Novel Sprint, a NaNoWriMo-style writing challenge with cash prizes and no AI allowed, as the original NaNoWriMo organization shutters. Sponsor Self-Publishing News is proudly sponsored by PublishMe—helping indie authors succeed globally with expert translation, tailored marketing, and publishing support. From first draft to international launch, PublishMe ensures your book reaches readers everywhere. Visit publishme.me. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. About the Host Dan Holloway is a novelist, poet, and spoken word artist. He is the MC of the performance arts show The New Libertines, He competed at the National Poetry Slam final at the Royal Albert Hall. His latest collection, The Transparency of Sutures, is available on Kindle.

In this episode of the Self-Publishing with ALLi Podcast, Anna Featherstone speaks with indie author Fiona Tarr about the production and distribution strategies that helped her grow from her first fantasy novel in 2014 to becoming a six-figure mystery and crime writer today. Fiona explains how she keeps her production pipeline on track, why her long-term preorder strategy has been so effective across platforms, and what she’s learned about library distribution and audiobook production. Find more author advice, tips, and tools at our Self-Publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. Sponsor This podcast is proudly sponsored by Gatekeeper Press — your partner in premium independent publishing. Empowering authors with expert guidance, 100% rights, 100% royalties, and global distribution. From editing to marketing, their all-inclusive services help you publish professionally and confidently. Gatekeeper Press — Where Authors Are Family. About the Host Anna Featherstone is ALLi’s nonfiction adviser and an author advocate and mentor. A judge of The Australian Business Book Awards and Australian Society of Travel Writers awards, she’s also the founder of Bold Authors and presents author marketing and self-publishing workshops for organizations, including Byron Writers Festival. Anna has authored books including how-to and memoirs and her book Look-It’s Your Book! about writing, publishing, marketing, and leveraging nonfiction is on the Australian Society of Authors recommended reading list. When she’s not being bookish, Anna’s into bees, beings, and the big issues of our time. About the Guest Fiona Tarr writes bold, fast-paced crime and mystery novels set in small Australian towns and featuring strong female leads. Her bestselling Opal Fields series has reached number one in the Amazon Australia store and has drawn comparisons to Jane Harper, Patricia Wolf, and Melinda Leigh. A great-niece of My Brother Jack author George Johnston, Fiona brings a contemporary voice to her family’s literary legacy. She lives in Noosa, Australia, with her husband, near their two adult children, and can be found on Facebook.

My guest this episode is Judith Hutchinson Lepore, a Canadian writer from British Columbia whose work spans fantasy, historical fiction, and memoir. Her latest book, Finding the Phoenix, tells how she and her family escaped a devastating wildfire that destroyed much of their community. What began as personal loss became a story of renewal and connection. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of 2,000+ blog posts, and a handy search box to find key info on the topic you need. We invite you to join our organization and become a self-publishing ally. About the Host Howard Lovy has been a journalist for 40 years and now amplifies the voices of independent author-publishers and works with authors as a developmental editor. Find Howard at howardlovy.com, LinkedIn, and X. About the Guest Judith Hutchinson Lepore is the author of the acclaimed epic fantasy trilogy The Magic of Miraven, which has sold in eight countries. A longtime freelance writer and editor in film, radio, and television, she also worked as a personal trainer and health columnist while raising two children. In 2022, she and her husband moved to West Kelowna, British Columbia. The following year, they survived the region’s worst wildfire on record—an experience she recounts in her memoir Finding the Phoenix.

On this episode of the Self-Publishing with ALLi podcast, Dan Holloway reports that Bookshop.org has launched e-book sales in the UK, allowing readers to support local bookstores while buying digital titles—a boost for indie authors whose books are distributed through Draft2Digital and other platforms. He also notes that Bookshop.org has been shortlisted for a Digital Publishing Award for its new e-book platform, alongside other innovations in accessibility and AI tools for authors. Finally, Dan looks at Amazon’s latest Kindle releases, including the new color Kindle Scribe, a sign that the e-book market remains strong. Sponsor Self-Publishing News is proudly sponsored by PublishMe—helping indie authors succeed globally with expert translation, tailored marketing, and publishing support. From first draft to international launch, PublishMe ensures your book reaches readers everywhere. Visit publishme.me. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. About the Host Dan Holloway is a novelist, poet, and spoken word artist. He is the MC of the performance arts show The New Libertines, He competed at the National Poetry Slam final at the Royal Albert Hall. His latest collection, The Transparency of Sutures, is available on Kindle.

ALLi Campaigns Manager Matty Dalrymple talks with Karen Williams of Librotas about how authors can build business authority through their books. Karen discusses her path into writing and mentoring nonfiction authors, stressing structure, clarity, and preparation. She explains how authority-building books enhance credibility and business growth, explores different formats, and offers advice on aligning books with business goals, engaging readers, and repurposing content. About the Host Matty Dalrymple podcasts, writes, speaks, and consults on the writing craft and the publishing voyage as The Indy Author. She has written books on the business of short fiction and podcasting for authors, and her articles have appeared in Writer’s Digest magazine. She serves as the campaigns manager for the Alliance of Independent Authors. Matty is also the author of the Lizzy Ballard Thrillers, beginning with Rock Paper Scissors; the Ann Kinnear Suspense Novels, beginning with The Sense of Death; and the Ann Kinnear Suspense Shorts, including Close These Eyes. She is a member of International Thriller Writers and Sisters in Crime. About the Guest Karen Williams is the Book Mentor at Librotas. She helps business owners, experts, and thought leaders write authority-building books that elevate their credibility and grow both their business and brand. The author of ten books, including Your Book Is the Hook and Book Marketing Made Simple, Williams guides her clients from messy first idea to final manuscript and successful launch, with a focus on strategy, structure, and ensuring their book truly works for them. She’s a TEDx speaker and host of the Business Book Bites podcast. Williams can be found on Facebook, LinkedIn, and Instagram.

In this Self-Publishing Advice Conference highlight, discover how reviews, contests, and awards can boost your reputation and drive engagement in the session, “Proof is Profitable.” Hannah Jacobson of Book Award Pro and Edward Trayer of The Wishing Shelf Book Awards share case studies and practical strategies alongside a panel of award-winning indie authors. Together, they explore how to use customer reviews to build trust, enter and win contests to gain recognition, and leverage awards to enhance your brand’s prestige and attract a wider audience. This is a post from SelfPubCon (The Self-Publishing Advice Conference), an online author event run free twice yearly in association with the Alliance of Independent Authors. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. You can do that at http://allianceindependentauthors.org.

On this episode of the Self-Publishing with ALLi podcast, Dan Holloway reports that the judge in the Anthropic case has approved the settlement process, confirming 482,000 eligible titles with payments split 50/50 between authors and publishers. He clarifies that Spotify’s new terms do not affect creators, celebrates L. J. Ross’s shortlist nomination at the UK Speakies audiobook awards, and notes that TikTok’s US operations will move to a US-run consortium, securing BookTok’s future. Sponsor Self-Publishing News is proudly sponsored by PublishMe—helping indie authors succeed globally with expert translation, tailored marketing, and publishing support. From first draft to international launch, PublishMe ensures your book reaches readers everywhere. Visit publishme.me. Find more author advice, tips, and tools at our Self-publishing Author Advice Center, with a huge archive of nearly 2,000 blog posts and a handy search box to find key info on the topic you need. And, if you haven’t already, we invite you to join our organization and become a self-publishing ally. About the Host Dan Holloway is a novelist, poet, and spoken word artist. He is the MC of the performance arts show The New Libertines, He competed at the National Poetry Slam final at the Royal Albert Hall. His latest collection, The Transparency of Sutures, is available on Kindle.