The
Arbiter of Worlds YouTube Channel had me on yesterday to talk about marketing for their new podcast ACKS to Grind. The host, Alexander Macris and I talk for over an hour about marketing Sci-Fi, Fantasy books and boardgames.
We explored the similarities between marketing novels and creative projects like board games. We talked about Kickstarter strategies, email lists, engaging newsletters, and more.
I asked ChatGPT to write a summary of the episode and here is what it said:
In a recent episode of the Axe to Grind podcast, Alexander McCreese hosted Thomas Umstead, a marketing expert and founder of Author Media, to discuss the secrets of marketing for indie creators. The conversation bridged the world of indie novelists and creators in gaming, board games, and Kickstarter campaigns. Here’s a comprehensive recap of the insights they shared.
Marketing Across Industries: Lessons from Novels and Games
Thomas Umstead began by highlighting the parallels between marketing indie novels and other creative products. He explained that Kickstarter has been a transformative platform for creators, starting with its roots in the board game community. Stretch goals, a common feature of crowdfunding, originated in board game campaigns and have become a standard across industries. However, the most successful Kickstarter projects today are often books, thanks to innovative approaches adopted by authors.
For creators launching their first Kickstarter, Umstead suggested leveraging their personal networks—the same people who would attend a wedding or baby shower. These early supporters create momentum and establish credibility. The second Kickstarter, however, relies on fans rather than friends. At this stage, creators must build a dedicated email list, a strategy long perfected by authors.
The Power of Email Lists
Umstead emphasized that an email list is one of the most powerful tools for indie creators. Authors meticulously cultivate these lists, keeping fans engaged through newsletters. A good email list converts superfans into backers who eagerly preorder new products. He encouraged creators to incentivize sign-ups by integrating invitations and QR codes into their existing content, like board game rulebooks.
When asked about the ideal size for an email list, Umstead noted that 500 engaged subscribers could make a significant impact for indie authors or creators. He also stressed the importance of sending regular updates, at least quarterly, to keep lists active and avoid spam filters. The key, he said, is balancing quality and quantity—an engaged list of superfans is far more valuable than a large, disinterested audience.
Creating Content Fans Want
McCreese shared his struggle to consistently generate newsletter content. Umstead advised against weekly newsletters unless inspiration strikes regularly. Monthly updates often suffice, with more frequent emails before and after a launch. Content ideas include reviews and recommendations of books, games, or media that align with the creator’s niche. These insights demonstrate shared tastes and build trust.
For example, a writer of military science fiction could review similar books from a unique perspective, such as a former military member’s take on authenticity. This approach resonates with fans and cements the creator’s authority in their genre. Reviews don’t need to be groundbreaking—honest opinions can be enough to spark engagement.
Building a Brand: Personality vs. Product
