Indie authors Joanna Penn, Orna Ross, and Eleanor Anstruther on going direct to readers and protecting your rights, the business and money side of self-publishing, and building an audience by serialising on Substack.
Indie authors Joanna Penn, Orna Ross, and Eleanor Anstruther on going direct to readers and protecting your rights, the business and money side of self-publishing, and building an audience by serialising on Substack.
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About Lulu
If you're self-publishing a book, Lulu now offers a Direct Buy Button that enables you to sell direct to your reader through a simple code. There's no cost to using it and it makes it easier to sell books directly from anywhere: your newsletter, social profile, website or podcast - and you don't have to worry about shipping or taxes. For more information head to lulu.com.
About the Guests
Joanna Penn is an award-winning, New York Times and USA Today bestselling thriller author as J.F. Penn, as well as writing non-fiction for authors. She has sold over a million books across 176 countries and 5 languages. Her podcast, The Creative Penn, has been downloaded over 10 million times in 228 countries.
Orna Ross is a bestselling and award-winning author of historical fiction and inspirational poetry. She is also a creativity facilitator and the founder-director of the Alliance of Independent Authors (ALLi). She has been named one of The Bookseller's Top 100 people in publishing and advocates for self-publishing as an artistic expression and viable business option for authors.
Eleanor Anstruther was born in London, educated at Westminster School and studied History of Art at Manchester University where she was distracted from finishing her degree by a trip to India. She was lost and found for the next twelve years, starting a commune and travelling the world before finally settling down to write. Her acclaimed debut novel, A Perfect Explanation (Salt Books), was long listed for the Desmond Elliott Prize and the 2019 Not The Booker Prize. Since then Eleanor has grown a significant following on Substack, concentrating her new work there where she serialises her novels ahead of publication, as well as running a hugely successful interview project called 8 Questions. Her memoir, A Memoir in 65 Postcards & The Recovery Diaries, and her second novel, In Judgement of Others, were both serialised on Substack before publication, and her latest novel, Fallout, was published by Empress Editions in April 2026. If you'd like to connect directly with Eleanor, come on over to The Literary Obsessive on Substack, and get in touch.