Publishing Horror Stories: The Expensive Mistakes Authors Never See Coming

You hired help so publishing would feel easier. Instead, your Amazon listing disappears, your book ends up connected to the wrong author page, and suddenly nobody can figure out who actually owns the account. Sound dramatic? We wish it were rare.

In this episode, Penny Sansevieri and Amy Cornell pull back the curtain on the publishing disasters they keep seeing behind the scenes, many caused not by outright scams, but by freelancers, “experts,” and AI-generated advice that sounds confident while quietly breaking your publishing foundation. From KDP accounts set up incorrectly to authors losing access to their own metadata, royalties, and retail pages, we unpack the mistakes that can create months of cleanup and long-term visibility problems.

We also talk about the growing role AI is playing in publishing confusion. ChatGPT and other tools can absolutely help authors brainstorm and streamline work, but publishing platforms evolve constantly, and outdated instructions combined with inexperienced providers can create expensive messes fast. Just because advice sounds polished does not mean it is current, strategic, or even correct.

Most importantly, we explain how to protect yourself before problems happen. We cover the must-have ownership rules every author needs to know, the red flags that should immediately make you pause, the questions to ask before hiring anyone, and why retaining control of your Amazon infrastructure, website, and publishing assets is non-negotiable if you want a sustainable author career.

If you want to avoid the publishing mistakes that cost authors time, money, rankings, and sanity, this episode is required listening.

Penny's new book: Think Local Sell Global is up for preorder! Grab your copy here: https://bit.ly/ThinkLocalSellGlobal

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Transcript

Welcome And New Logo

SPEAKER_01 0:00

Hello and welcome back to the book Marketing Tips and Author Success Podcast. This is Penny Sansever and Amy Cornell. And I I forgot to mention in our last two episodes that we changed our logo, and I really love it. It was kind of on a win. It wasn't like Amy and I didn't have some big, even though we are marketing people. Probably shouldn't have said this. Yes, we have all this big brand new meeting because we decided to change our logo. No, it was actually just kind of on a win. So we'd love to know, we'd love to get your feedback on what you think about what you think about the new show logo. I think it's very old, anyway.

SPEAKER_00 0:35

Yeah, it's fun. It's it's a it's it's taken things up a notch, I think, which is appropriate because we've been doing this for a long time now.

SPEAKER_01 0:43

Yeah, and we have also actually taken things up a notch. So certainly in certainly in our shows. And that today is, you know, today is no different. But I want to remind you before we dig into the show, communicate with us, send us your show ideas, your questions, all the things. You can text the word podcast to 888-402-8940. And we love to get your um, we love to get your your questions and your show feedback and all

Why Bad Advice Costs Authors

SPEAKER_01 1:12

the things. So this show was actually born out of a trend that we're seeing. And Amy sort of designed this show. She came to me one day and we were talking about it, and we were just like, yeah, this is just such a problem. And we we've done a show. We did a show, I think, last year on how to pick the right vendors. And we talked about everything from hybrid publishers to website people and cover people and all the things. But this show in particular is really focused on bad public, the cost of bad, well, the the title of the show, it's you know, the cost of bad publishing advice, because we've just seen a lot of that. And I think that as an author, I know and I and I, you know, I'm getting to the end of rewriting five-minute book marketing. When you're done writing a book, you you're really just, I mean, I don't know. I feel like after it's been through a few edits and you've had some skirmishes with your editor and all the things, you just want to hand this book over and just be like, okay, can you just take care of this now? Because now I'm just really done. And that is where that's where the problems start, right? And in the age of AI, unfortunately, and Amy and I were talking about this in the green room. Like, there are so many scams going on right now. And this isn't necessarily about bringing somebody in who's going to scam you. It's really just about bringing somebody in to help you publish your book who isn't, doesn't really know what they're doing, right? I mean, Amy, wasn't that sort of the genesis of the show?

SPEAKER_00 2:41

Yes. And a lot of times, obviously, we become aware of this when authors come to us looking for marketing help. And then we kind of find out as we're getting to know them and what their situation is, is that they are either currently working with or did work with somebody who kind of promised to handle everything because they were new at this, or, you know, we get it. Sometimes you want to just keep writing. So you want to hand off some things to somebody that says they know what they're doing. But by the time we get involved, sadly, a lot of times the damage is already done, not to be all gloom and doom, but you know, it does, it gets it gets dicey sometimes, you know, and this includes books being uploaded incorrectly, Amazon accounts set up wrong, branding issues, website problems, books getting pulled from Amazon, like all the things. And honestly, these were all preventable. And it typically ends up happening because somebody oversold their area of expertise in the publishing world, which is easy to do thanks to online and all the things. Like anybody can be anybody online anymore. And I wanted to pass this back off to you, Penny, because this reminds me of what you know, the bad, scary, scammy version, and not that all these people are scammers. Sometimes they're well-intentioned and just really take on more than they can chew. But honestly, this reminds me of back in the day when when book shepherds used to be a thing. So there's people nowadays trying to be like

Book Shepherds Then And Now

SPEAKER_00 4:03

the online version of a book shepherd, but they don't know their stuff. Do you mind explaining book shepherds in case that's a new term to somehow?

SPEAKER_01 4:10

Oh, I'm glad that you brought that up because books, so book shepherds, they basically they would shepherd you, hence the name, through the process. So even in some cases, you know, starting with the editing of the book, and then they would help you design your cover. And they were truly, for a lot of people, they were such they had such an ability to bring books, to take books from idea, finished manuscript to completed books. And some of the best book shepherds, I don't know how many of them are actually still around, but they would do, they would do exceptional work. And many of them were like award-winning. And part of the issue was not inexpensive, right? No, they were not inexpensive. I mean, some of these book shepherds were costing upwards of, you know, $2,500 to $5,000 just to work with them, not including the cost of editing and book cover design and all the things, right? So they would bring in their own vendors for that. And, you know, I and we've worked with some books from book shepherds back in the quote unquote back in the day, and they were extraordinary. They were beautiful. Here is the biggest problem that I see. And and so a lot of a lot of these freelancers are cropping up. And again, we want to just make sure this is not a blanket statement like every freelancer is bad. That's not what we're saying. Every hybrid publisher is bad. Again, not what we're saying. What we hope to do with this show is just kind of educate you on what your choices should look like and what you should be asking. If somebody comes along and says, I can help you get your book up on Amazon, I know this is overwhelming. So if you're if somebody, and and here's where some of these ideas come from, I think, for these freelancers is AI. And AI, we talked about this in the green room. Apparently, now there are people pretending to be IRS people. Like AI is just like out of freaking control. Like when you're trying to pretend you're from the IRS, now we're just, now I'm just done with all things AI. But they're they're going to, let's say, ChatGPT to get some find out what what's involved in getting a book on Amazon, right? And I can guarantee you, in fact, I would bet you, uh, I don't know what I would bet you, but a lot, that if you go into Chat GPT and ask them about how to get published on Amazon, the advice will be wrong. Right.

AI Research That Leads You Wrong

SPEAKER_01 6:26

Part of the reason for that is is because Amazon changes all the time. And I have oftentimes found that Chat GPT, and this is not me like ragging on Chat GPT because we use it for, you know, it's fun for brainstorming and things like that. But man, you got to verify everything that it gives you. And then now you're verifying it and you're down the rabbit hole and you're like, well, then I may as well just do this myself. The problem is, is that people sometimes freelancers will go in using these tools on AI to do the research, and then that research is bad, and then you're kind of left holding the bag. And I think, you know, Amy, just some examples of what we're talking about might be good. And and I will, I would, I will start with that because I actually just got off the phone with somebody who has something like eight books, right? And used a variety of different freelancers to help her get those books up on Amazon. Because again, we've written books. Now we're expected to know all the things about Amazon. Like that just feels really overwhelming. So she hired somebody and the books were uploaded. She thinks they were all uploaded to her Katie, her Kindle Direct Publishing account, but she's not really sure because none of the books are connected. Like out of the eight books, only three of them are showing up under her name. So, and and I and I asked her, and you know, and part of me, like I immediately want to go, okay, can you just send me your log? Like, I know we don't know each other, but can you just send me your login because I can connect those books, I can figure out what's going on. Here is kind of the issue, and Amy and I know this because we've also we problem solve for authors that come to us with some of their issues, is that a lot of times you really have to dig around because Amazon doesn't make it easy, right? So we have an author right now who used also used a consultant to put their book up on Amazon. And literally, I could, I could go on for I could use up this entire podcast and I won't, but everything about this book was uploaded incorrectly. Like you name it, it was done incorrectly, right? And for a while the book is showing like not available and nobody knows what they're doing. And so as I'm digging into this and trying to resolve this, every time that you go every time that you peel back five layers, there are 15 more to peel back because these bad decisions, they just they morph into right. You know what I mean? I mean, and you've been dealing with this as well. They morph into they they morph into problems that become, you know, almost irreparable. And usually the author isn't aware that this is a problem until something breaks.

SPEAKER_00 9:05

Exactly. And I will say from our standpoint, and here's my poor me moment, just with full disclosure, but candidly too, I will say, and it's natural, but that especially when somebody spends a decent amount of time working with somebody that they hired that they thought knew how to do all the things, that also affects their perception and their education on what it means to be an author and what to be looking for and what is right and what is wrong. And so as they move through this, there's, I mean, I'm just, you know, recognizing there's the added frustration that you've now spent time, money, resources on somebody who was in theory doing all the right things and educating you, and then to hit a wall where you're being told, like, that's not correct, that was done wrong, that needs to be fixed. I mean, that's a blow. I mean, being an author in today's marketplace is hard enough as it is without having that thrown at you, too, you know, once you think you're on the upright trajectory. So that's another reason. Like we thought it was so important to talk about this because a lot of what we do are PSA style uh topics, but this is a really important one because you don't need that hurdle thrown in your path when in theory you should be focusing on building momentum for your book, you know.

Real Amazon Upload Horror Stories

SPEAKER_01 10:18

Exactly. Do you want to talk us through some of the mistakes that we've seen? Just kind of we can kind of rattle those off and then get to the fix-it stuff.

SPEAKER_00 10:28

Exactly. So this is, I mean, obviously penny handled books uploaded through the wrong type of account, authors not owning their own Amazon infrastructure. This is something that clients of ours deal with ongoing.

SPEAKER_01 10:42

Yeah.

SPEAKER_00 10:42

It's not always fixable. And I will tell you, I have personally seen the full spectrum of willingness to help and support in terms of if you've used a group or an individual to help you get your book on Amazon, sometimes they say, yes, we'll change things. Sometimes they say no, we will not. Sometimes they just don't respond to emails. Other times there are hidden fees involved. We're dealing with that right now. We've done it, dealt with that before. But a client and she's, you know, committed to doing all the right things. And I applaud her tremendously, but it is frustrating for her because everything she wants to do better for her book comes with the full the small print extra fee. You know, it's like awesome. Like she's so that's also challenging. Keywords, categories. Fortunately, these can be changed, but again, this kind of falls into that bucket of you thought you were getting the right information, right? So you have to rewire what you've learned about marketing and competing and what it means to be competitive now. You know, we're same thing with book descriptions, things like that. Those are also things, fortunately, those typically can be changed. But again, you think everything's right when it's really not, you know, because somebody oversold where their expertise lies. That's problematic. The website, we could do a whole show on websites, you know, so I won't get too far down that rabbit hole. But that's also another area where authors assume they're in good hands. But just because somebody knows how to make a website doesn't necessarily know how to make a website for an author, right? I mean, and they can be very well-meaning, but that's also where having a third party do an assessment, give you some feedback, give you some recommendations, and say, hey, you know, based on your expertise, am I doing the website things right? So I would say a website, keep your mind, keep an open mind. Hire somebody to do your website, but don't be afraid to ask for a second and third opinion on it because why not do everything the right way? You know, like I would say don't bury your head when it comes to some of the stuff. And I realize it's terrible to start digging up things that might be wrong, but it's better to fix it sooner than later. Penny, you always say that, right?

SPEAKER_01 12:46

Better to fail fast. Yeah, I think that, and you know, the other piece of it though, too, is I think when it comes to working with somebody, so I think, you know, one of the things that you should definitely ask somebody who you are considering bringing in is you know, book access. So if somebody is uploading your book to Amazon, are they uploading it on your account? Um, if no, then I I I would want to know why. Now, if you're working with a hybrid publisher, they're probably going to use their account, and that's just part of their thing. And it's expected and it's understandable, but I would still very much like to see that you have access to your book because it's the access where the like if you have access to your book on Amazon. I mean, and I just don't mean that that you can call up the Amazon page. I mean that you actually have access to the back end because sometimes like the descriptions weren't great. They uploaded the wrong cover, um, the you know, all of the things that are problematic that if you don't have access that you can't fix. But if you have access to your book, then a lot of this stuff becomes kind of moot because then you can go in there and you can fix it or you can hire somebody to fix it or whatever. So the accessibility of the book is probably the first and most important thing. Like what that where is this book going to be, you know, where is this book going to be uploaded? How, how, you know, so a lot of times, and this is part of the reason why I think sometimes authors just default to uploading it to Lightning Source or Draft to Digital or directly to Kindle Direct Publishing, because the options are confusing. So when a freelancer or somebody steps forward and is like, I can do all the things for you, it's like, oh, thank God, let me just hand over this book and let you do everything. And, you know, oftentimes because you just don't know, you know, fixing the, you know, the problems later ends up, you know, winds up a lot of times costing a lot of money because you just didn't know what to ask, um, you know, at the starting point. So that's, you know, that's part that's part of the issue. So I think that, you know, just asking the right questions. I mean, where are you gonna have access to? You know, how are you gonna have how are you gonna be able to access the book? Oh, well, it'll be on my Amaz, you know, and if somebody says something like, oh, it'll just be uploaded to my Amazon page, no, no, because the other piece of that, the second side of that is that how are the royalties gonna get paid? So if you're working with a hybrid publisher or, you know, an indie, some kind of an indie publisher, again, as I said before, they're gonna have access to your retail page. They're gonna upload the book through their portal and they're gonna issue your royalties from their account. That's a fair, that's a fair setup. That's a lot of publishers do it that way. But if you have somebody who's just kind of like a VA or something and they upload it to

Common Publishing Setup Mistakes

SPEAKER_01 15:36

their page and then they vanish, that's kind first off, not just for the royalties, but for fixing anything. Like you there's you have no recourse.

SPEAKER_00 15:47

Right. Exactly. And even, you know, we've said it before where authors have gotten help a penny. And technically it's on their accounts. And I see this with Goodreads. I see it across the board with quite a few different things where they said, Oh, somebody helped me with that a while ago, but I never got the logins. And that's just like, that's when I want to start hitting my head against the desk. And not because the author did anything wrong. This is one of those you didn't know what you didn't know, right? Yeah. Like, fortunately, like for the most part, we don't plan on things going downhill or people disappearing. Like, that's really it's not a great way to live your daily life. But unfortunately, when it comes to publishing, people move in, people move out. It's just how it works, like any other industry. So you always want to maintain as much autonomy as possible. Get your logins, get your, you know what I mean, URLs, get all that kind of stuff and keep it in one place and make sure, like check them occasionally. Yeah, because this is this is really where it becomes critical. And, you know, back to, and I would say honestly, one thing to consider too, and I'm sure this happens more often than not because I can kind of see where how this builds, but where you go to somebody who can help with one thing, and because you are also juggling so many other plates in the air, right? You say, Well, can you help me with this? Can you help me with this? Can you help me with this? And then the person wants to go, yeah, I can do that, right? Like I can make that work into your earlier where then you are now paying for that person's time to try to learn it quickly on your dime and pull it off. It probably is not gonna work out in your favor, right? So I would say if you're going to people for very specific guidance, advice, services, things like that, take them at face value for what they say they're good at and kind of leave it there, right? Yeah, don't push that relationship too far into gray areas that they're not claiming they're great at because a lot of people, they're trying to make a living. They want to make you happy, they want to keep you as a client, but sometimes pushing those boundaries are also going to end up getting you somebody who doesn't really know exactly what they're doing, but they're gonna fake it till they make it, right?

SPEAKER_01 17:51

Right, exactly. And you know, the the other piece of it though, too, is I mean, if you have when you have a bunch of people steering the ship, that starts to become you're getting advice from all different areas. And you know, and and as Amy said, people do drop out. I mean, I do do you remember, do you remember, oh my gosh. So I actually just had a cover designer who I've worked with for like ever, who is just, you know, I mean, I hope that this cover designer has not been kidnapped because I listen to way too much to crime. But like, I hope that everything's okay, that this person just like dropped. The most likely option is kidnapping. Right. I hope that this person just like dropped off the face of the earth. So people do come and go, Amy, do you remember that website person that we worked with? I don't know, this was like 10 years ago. Do you remember how he was like making up excuses? And we used to joke that he was just killing off his entire family, which is not like something that we joke about. But the first time he said, Oh, my uncle passed away, and we're like, Oh, that's really sorry. I'm really sorry. And then like his cousin, and then oh yeah, everybody was dying.

SPEAKER_00 18:51

Every delay was because of another death in the family. And clearly, I'm cashing in karma points if he really is that unfortunate.

SPEAKER_01 18:57

But he's at some point he had like 25 people, and I'm like, dude, you have a bigger problem than like there's something really special going on. You know what I mean? And and so we have seen, oh my gosh, especially with like website stuff, which I you know, we've just seen so many flaky people. So you just gotta be, you know, asking, asking some, asking for references, right? So ask them for references,

Ownership Access And Royalty Control

SPEAKER_01 19:25

talk to other people that they've worked with. If they have never worked with anybody, look, everybody's got gotta start somewhere. I started somewhere, right? But I also knew I I I knew what pond to get into and what not to because I I knew my you I knew my limitations, I guess.

SPEAKER_00 19:42

Right. Right, and yes, and we talk about it all the time. And we've done this on our scammer shows. So again, not because everybody out there trying to make a living in publishing is running a scam, we don't mean it that way, but the overlap is important and there are just certain things to look for across the board nowadays. So an established business presence and a website, you know what I mean? Those are pretty basic. So if somebody is using a free email account, kind of a red flag, if somebody is using a company email account that's not actually attached to a website that's been built yet, also means that they could be pretty new at this. So proceed with caution. You know, we're not saying never hire anybody that's new at the game because then there would never be any new people in the game. But you need to have your expectations in check and you need to know what you're getting into before you hand over the keys to the castle.

SPEAKER_01 20:31

Yes, absolutely. Absolutely. And I think that, you know, not to rag on Gmail addresses, they're they're cautionary flags, they're not automatic deal breakers. Everybody has to start somewhere. I started with the Gmail address, but eventually and very quickly, I migrated over to a uh, you know, a website uh address that tied to the website, right? Um and again, we said this. I said this earlier. Ask who owns the Amazon account, ask who owns all the things. Like if they're doing your if you're do, if you're there, especially Amazon accounts and author websites. Those are two areas that we see that becomes can become so problematic for the for the author, right? Right.

SPEAKER_00 21:16

Yes. Those need to be yours. They need to be invited in as admins, whatnot. Just, you know, there's no reason not to own those things.

SPEAKER_01 21:26

So that you can, so that you can then, you know, when you're done, you can get rid of them. They don't need to stay on the ad unless they're doing consistent updates or they're doing consistent work or what, you know, whatever. Um, be cautious of guarantees or grand promise that this is something that we see so many times. In fact, I talked to an author uh yesterday who was just like, you know, what are you going to guarantee me? And I'm like, well, I'm not gonna guarantee you book sales because nobody ethical guarantees book sales. But I got, oh, I got another movie deal for um so that's I got another movie deal for five minute book marketing for authors. I'm so Excited, I'm gonna be famous, and Amy's gonna be doing this podcast on her own, just um, and then I think you know, also, I mean, people who claim to be master of everything, master of what is that saying? I can't think of it now, right? Um, people who say they're like an expert in all things publishing, master of everything, expert at nothing, something like that. Somebody like that, right?

SPEAKER_00 22:27

Somebody's listening and yelling at us, like, how can you get this wrong?

SPEAKER_01 22:31

You are out dark stupid. How can you get this wrong? But I I mean, and I've taught, I've taught independent publishing. I taught a six-week track several times actually for NYU. I don't even know everything about somebody asked me about what's the difference between a vendor central account and a seller central account on Amazon. I'm like, I don't know. I really don't know. And I, you know, we work with Amazon all the time. There are different types of publishing accounts. I don't know. I got nothing. You know what I mean? Anyone who claims to be an expert in every area of publishing, I don't know. I would really question that. Unless this somebody that has published, you know, hundreds of books or helped, like a book shepherd. A book shepherd would absolutely know all the areas of publishing, but the majority of us just don't.

SPEAKER_00 23:16

Right. And we've even talked about that. It's not a bad thing. We're not necessarily ragging. We've talked about that. I know we did in the publisher episode. Publishers have kind of been pushed to the point where they need to offer marketing services because they think that keeps them competitive. It doesn't mean their marketing services are in your best interest or are your best options just because they're there. So, same thing with somebody that claims they can do everything or they know everything or whatnot. You know, just be smart about it. Don't put blinders on and be like, yes,

Vetting Help With Red Flags

SPEAKER_00 23:47

amazing. I don't have to be involved anymore. This is excellent, because that's typically not the case.

SPEAKER_01 23:52

That's not the case. You know what I mean? And I think that, you know, it's um the the what looks like what can potentially look like a really enticing deal, you know, when you're getting a lot of yes, I can do that, yes, I can do that, can end up costing you a lot in cleanup after it's over. So, you know, it it just, you know, and I think affordability, we're all looking for affordability. Like I think that is great, but unqualified of affordability is a freaking disaster. Sorry, but I was gonna say disaster too. That's perfect. You know, and we're not like, yeah. So I think that um, so what did we miss? I know we talked about what to look for. Um retaining, uh I am a huge fan of retaining ownership of accounts and assets. I'm a huge, huge fan of that because I think that if anything is done wrong in the process, it's so much easier to get it back right, you know.

SPEAKER_00 24:54

Yes, I agree with that 100%. I think if there's an overarching message to this, retain as much control of access to your book as possible, even if you're getting outside help for different components. Because then if something does go wrong or something can be improved on, you have the option to do that because there's nothing more frustrating than hitting a brick wall and realizing that's where that part of that story ends, you know.

SPEAKER_01 25:18

Yeah, yeah, exactly. And I also think that, you know, I'm a huge fan of education. I think, you know, educated authors make smarter choices for them. So I think that, you know, if you even if you you I'm not telling you to get on a plane and fly to a conference somewhere, but take a class. You get, you know, not again, you may want to do this all on your own, and that's awesome. You do you, but if you're it if spend a little bit of time learning about what your options are before you get out there and hire somebody who may do a really great job or who may be like flim flam salesman selling snake oil. Right. So I'm a huge fan of education, and there's a lot of classes that you can a lot of conferences that have virtual tracks if you just want to kind of sit in your home office and take those and just learn and get because there's the options out there are ch change, uh, change a lot, you know. I mean, Amazon, as we know, because we've done a ton of shows on Amazon, Amazon changes stuff all the time. And if you don't bring somebody in who is really focused on that, who has that expertise, uh, you might wind up in a world of trouble. So um, did we miss anything, Amy? I don't think so. Do we yeah, so we hope that we didn't, so we just did a

Learn Enough To Protect Yourself

SPEAKER_01 26:38

show on we laughed about this after the show. We just did a show on Amazon offering uh translation using AI, and we got off the show and we're like, I bet we just terrified everybody. So the shows, you know, this is not meant to scare you away from getting help. This is not meant for us to say, look, just do it yourself because you're the only one who can do it right. That's truly the Virgo in me talking. But um it it the really, if you're gonna hire somebody and and uh I think that most of us are just too busy to do it on our own, just make sure that you're getting the right help. Who's gonna steer you in the right direction? Where you're not wondering, like you have eight books and you can't find them on Amazon and you don't know where they are, and because those things just become really hard to recover from. We want you to be successful, and that's why we record these shows. That's why we've had this podcast for 10 years for 10 years. I was gonna say 10 years, six years. Um, but we and we're we're so excited. And I will um and I just want to remind you again, we love reviews where every listen to podcasts. We've been in our Spotify reviews and responding to all of you there who are listening on Spotify. Thank you so much. Leave a review, send us a text, send

Reviews Questions And Wrap Up

SPEAKER_01 27:56

a text to our podcast to 888-402-8940. We'd love to hear from you all. So, what you liked, what you didn't like, and what you'd like to see more of questions, all the things. We will see you next week. Bye bye.