500 Episodes of Unvarnished Truth: Novel Marketing’s Host Reflects on Blunders and Pivotal Lessons

[City, State] – [Date] – In a candid and introspective milestone, Thomas Umstattd Jr., the driving force behind the long-running "Novel Marketing" podcast, is marking his 500th episode not with a celebration of unblemished success, but with a deep dive into his most significant missteps and the crucial lessons learned over a decade of guiding authors through the labyrinth of book promotion. This landmark episode, airing today, offers a rare glimpse into the evolution of marketing strategies and the ever-shifting digital landscape, all delivered with a characteristic blend of humility and sharp insight.

Umstattd Jr., who has advised countless authors on publishing, sales, and achieving bestseller status, acknowledges that his journey has been paved with both triumphs and "really, really bad takes." This reflective approach underscores a core tenet of his philosophy: that true growth comes from confronting and learning from errors, not just celebrating victories.

"Sometimes I was right at first, but things changed and made me wrong," Umstattd Jr. stated in the episode’s preamble. "Good advice in 2013 became bad advice in 2023. And sometimes, I was wrong the whole time."

Beyond the self-examination, the 500th episode is also a celebration, featuring a giveaway of a MacBook Neo, a device previously reviewed on the podcast. Details on how to enter are provided at the conclusion of the article.

The episode also addresses a common point of inquiry from newer viewers on YouTube, who question the podcast’s claim of being the longest-running book marketing show when the YouTube channel itself is a more recent addition. Umstattd Jr. takes this opportunity to weave the narrative of Novel Marketing’s origins, tracing its roots back to his early days in author services.

Part 1: The Genesis of Novel Marketing – A Journey Through Author Services

Umstattd Jr.’s involvement in author marketing began in 2007 with website development for authors. This early work quickly expanded into speaking engagements at writers’ conferences, where he shared expertise on websites, social media, and general marketing principles. His blog, "Author Tech Tips," garnered significant attention, earning features from Writer’s Digest as a vital resource for authors.

The pivotal moment arrived in 2013 with the launch of the "Novel Marketing Podcast," co-hosted initially with Christy Hall of Fame author James L. Rubart. Concurrently, his company developed a suite of WordPress plugins designed to empower authors in building their own online presences.

The following years saw a rapid expansion of his endeavors. He ventured into developing courses for authors, served as a fractional marketing director for a publishing company, and even took on the role of a literary agent, alongside launching the "Christian Publishing Show." This period of intense diversification, however, culminated in a significant personal challenge.

"Eventually, I realized I was doing way too much and had a mental breakdown in 2019," Umstattd Jr. confessed. This realization led to a strategic "pruning" of his professional life. He narrowed his focus to the "Novel Marketing Podcast," the "Christian Publishing Show," and his course offerings, divesting from website development, plugin creation, and agenting. James L. Rubart also stepped back from his regular co-hosting duties, though his expertise remains accessible through the popular course, "The 5 Year Plan to Become a Professional Author."

The podcast’s evolution continued into 2024 with the introduction of video recordings and their subsequent release on YouTube. Further developments included the creation of the "Patron Toolbox," a comprehensive collection of over 70 tools aimed at enhancing book sales, the launch of the online community "AuthorMedia.social," and the introduction of a new show, "Author Update." The annual "Novel Marketing Conference," held every January, has also become a cornerstone of his offerings.

While his blogging for authors commenced in 2009, the podcasting venture didn’t begin until 2013. Reaching the 500-episode milestone took 13 years, a testament to his sustained commitment. This extended period has provided ample opportunity for learning, both from successes and from what he terms "rug pulls."

Part 2: The "Rug Pulls" – Strategies That Once Worked, Now Don’t

Umstattd Jr. defines "rug pulls" as advice that was sound at the time of its offering but has become detrimental due to fundamental shifts in the digital and marketing landscape. These are crucial to understand, he emphasizes, as they highlight the dynamic nature of online strategies and the importance of staying informed.

Rug Pull #1: WooThemes and the WooCommerce Shift

In its early days, WooThemes offered a popular WordPress theme framework. Their subsequent development of WooCommerce, which rapidly became the leading e-commerce platform for WordPress and the second most popular globally, led to a strategic pivot. WooThemes eventually ceased its theme business entirely to focus solely on WooCommerce. This abandonment left websites built on the WooThemes framework in a precarious position, a situation that continues to cause complications for some users even a decade later.

Rug Pull #2: Facebook Parties and Virtual Launch Events

Once a recommended tactic for generating buzz and securing early reviews, Facebook parties and virtual launch events on the platform have become problematic. Umstattd Jr. explains that Facebook’s sale of social proximity data to Amazon has led to increased scrutiny of clustered reviews. Such clusters, appearing to originate from socially connected individuals, are now more likely to be flagged and deleted by Amazon, potentially hindering a book’s launch momentum. His current advice is to maintain a clear separation between personal Facebook profiles and author business pages to mitigate this risk.

Rug Pull #3: The Demise of Google Reader

Google Reader, a once-popular RSS feed aggregator that allowed users to curate content from various blogs and news sites, was a valuable tool for staying organized and reducing inbox clutter. However, Google’s decision to cancel the service and push users toward Google+ proved to be a significant blow to blog readership. While alternatives like Feedly exist, Umstattd Jr. notes that the broader adoption of paid RSS readers has been limited, underscoring a shift away from free services and towards a model where users pay for value.

Rug Pull #4: The Google+ Graveyard

In the nascent stages of "Novel Marketing," marketing gurus often advised authors against building dedicated websites, touting Google+ and Facebook as sufficient platforms. Episode 2 of the podcast directly challenged this notion. While advocating for author websites, Umstattd Jr. also recognized Google+ as a valuable marketing tool. Its subsequent cancellation and inclusion in the "Google Graveyard" resulted in authors who had invested time and effort in building their presence on the platform losing their entire audience and content.

Rug Pull #5: The Evolving Landscape of Facebook Pages

During the "AuthorTechTips" era, significant effort was dedicated to teaching authors how to leverage Facebook pages for engagement and reader connection. This strategy proved effective in 2010. However, the introduction of the Facebook EdgeRank algorithm, and later, machine learning optimized for revenue, dramatically altered organic reach. What was once a free marketing powerhouse became a pay-to-play environment, with limited organic reach forcing authors to invest in paid advertising to connect with their audience. Umstattd Jr. now views Facebook primarily as an advertising platform rather than a free marketing tool.

Rug Pull #6: Mailchimp’s Transformation

Mailchimp was once the go-to email service provider for authors, offering a generous free plan and user-friendly interface. However, its acquisition by private equity and subsequent sale to Intuit marked a significant decline in service. Features were removed, the interface became more complex, and the free tier was drastically reduced and eventually eliminated. This shift highlights the precariousness of relying on "free" services, as ownership and control can change, leading to unfavorable outcomes for users. Umstattd Jr. now recommends alternative platforms like ConvertKit and MailerLite, emphasizing the importance of paying for services to ensure ownership and control over one’s platform.

Part 3: Personal Blunders and Evolving Perspectives

Beyond the external "rug pulls," Umstattd Jr. candidly addresses his own misjudgments and tactical errors, many of which he admits were flawed from the outset.

Mistake #1: Misinterpreting Social Media Sentiment Analysis

Umstattd Jr. once believed social media provided a direct channel to understand target audiences. However, he now recognizes that algorithms and the curated nature of online interactions obscure genuine sentiment. He argues that users, influenced by algorithmic biases and social pressures, often self-censor or present an idealized version of themselves online. This makes sentiment analysis based on public posts increasingly unreliable. He points to congressional investigations into the influence of government entities on algorithms as evidence of this complex reality. His current approach favors observing customer behavior over analyzing online sentiment, believing that purchasing decisions offer a more accurate reflection of true preferences.

Mistake #2: Recommending Blogging for Novelists

While acknowledging blogging as a powerful tool for nonfiction authors—facilitating idea testing, platform growth, and reader engagement—Umstattd Jr. now views it as largely ineffective for novelists, particularly those in the early stages of their careers. He contends that unless an author has already cultivated a significant fan base, a blog focusing on topics unrelated to their fiction is unlikely to drive book sales. He extends this critique to platforms like Substack for novelists, emphasizing that while blogs can serve as archives for newsletters, they are not a primary driver of fame or sales for fiction writers.

Mistake #3: Condenser Microphones for Author Podcasters

Early in his podcasting journey, Umstattd Jr. recommended condenser microphones like the Audio Technica AT2020. While functional in professionally treated studios, these microphones are highly sensitive to room acoustics, capturing ambient noise and often resulting in a less-than-ideal sound quality in typical home recording environments. He cites a podcasting veteran who rightly criticized this advice. Umstattd Jr. now advocates for dynamic microphones, such as the Samson Q2U, Rode PodMic USB, or Shure SM7B, which are more adept at isolating the speaker’s voice and producing a professional sound in less-than-ideal acoustic settings. He maintains a continually updated podcast gear guide at www.podcast.parts.

Mistake #4: The Ineffectiveness of Marketing Personas for Authors

For years, Umstattd Jr. guided authors in creating reader personas, a common corporate marketing practice. He now recognizes this as a flawed approach for creative individuals like authors. He posits that authors, driven by creativity, tend to invent idealized readers who approve of everything they write, rendering these personas useless for making strategic editorial or marketing decisions. His revised recommendation is for authors to find a "Timothy"—a real-life individual capable of providing honest, critical feedback. This strategy, he argues, not only aids in refining the book but also serves as an early indicator of potential failure if a suitable "Timothy" cannot be found.

Mistake #5: The Strategic Importance of Politics

For the initial decade of "Novel Marketing," political topics were largely avoided to maintain focus and avoid alienating potential listeners. However, Umstattd Jr. has come to understand that politics profoundly influences the publishing industry, impacting contract decisions, book placements, hiring, and the efficacy of various marketing strategies. He observes that authors who ignore these political undercurrents operate at a disadvantage. The cultural zeitgeist, he notes, has become a significant topic, even spawning a spin-off podcast, "Author Update." A pivotal moment in his shift in perspective was the widely publicized death of Charlie Kirk, an event that, while tragic, solidified his resolve to address these influences openly and disregard negative feedback from detractors.

Mistake #6: Neglecting Personal Health

Umstattd Jr. candidly admits to a period of significant health decline, marked by weight gain, diminished energy, and a heightened risk of heart disease. A critical comment from a YouTube viewer, describing his appearance as "horrifying," served as a stark wake-up call. The perceived "dark times" ahead, coupled with the desire to be present for his daughters, spurred him to implement substantial lifestyle changes. He adopted portion control, tracked his caloric intake using apps like LoseIt, and incorporated an Apple Watch for activity monitoring. Beyond calorie management, he has focused on increasing soluble fiber and protein while reducing carbohydrates and fats. He has also begun incorporating strength training with the Hevy app, supported by an AI health coaching panel. To date, he has lost approximately 50 pounds, with a significant amount remaining, but he is committed to the ongoing journey. He also references an earlier episode with Joanna Penn on "The Healthy Writer," highlighting the sedentary nature of writing and the importance of physical well-being for sustained creativity and productivity.

Conclusion: The Imperative of Ownership and Gratitude

The overarching lesson from these 500 episodes, and particularly from the "rug pulls," is the critical importance of "owning your platform." Umstattd Jr. argues that free services often come at the cost of the user becoming the product. When a service is free, the provider may eventually decide to cut costs by eliminating hard-won user data or content. This realization has led him to embrace a philosophy of paying for services that matter, such as a personal website and a reliable email service provider.

He expresses profound gratitude to his patrons on Patreon, whose support has enabled him to sustain "Novel Marketing" as his full-time career. He also acknowledges the invaluable contributions of his team. The episode concludes with a personal announcement: the impending arrival of Baby #5 in July, adding another layer of celebration to this significant milestone.

As Thomas Umstattd Jr. continues his work, his commitment to honest, evolving advice remains a cornerstone of "Novel Marketing," offering authors a pragmatic and realistic guide to navigating the ever-changing world of book promotion. The 500th episode stands as a testament to his dedication to learning, adapting, and sharing those hard-won lessons with his audience.