Imagine a room where successful indie authors exchange strategies with tech innovators and publishing veterans discuss future trends with industry disruptors. This was the reality at the inaugural Future of Publishing Mastermind, held from February 27-29, 2024, at the Hilton Riverside in New Orleans.

In the heart of the Big Easy, a summit of publishing titans was underway, all seeking strategies to overcome the ever-present challenge of plateauing in the shifting digital marketplace. Russell Nohelty and Monica Leonelle, the visionaries behind this invitation-only gathering, had a clear and ambitious goal: to equip already successful independent authors with the tools, connections, and innovative mindset needed to reach new heights and potentially reshape the publishing landscape.

Opening the event, Leonelle set the tone by diving straight into the crossroads where technology and publishing meet. “Are we disrupting or being disrupted?” she asked. The question resonated as participants considered how quickly innovation could turn on itself without continued forward momentum. Leonelle’s comments highlighted the increasing use of terms of service agreements in publishing platforms, an issue most creators grapple with, often without realizing the extent of control they relinquish. She pointed to gaps in alternative platforms and opportunities for authors to explore how to build and own their own platforms and data. She also touched on the ongoing erosion of copyright law, particularly through the expanding definition of fair use—an issue magnified by the rise of AI.

Networking Reimagined

According to Nohelty, the most valuable moments would come from the informal networking and brain trusts among attendees. “We’ve all hit some kind of block—whether it’s six figures, seven figures, or beyond—and someone in this room has the key to unlock it,” Nohelty said. The mastermind’s format allowed for personalized solutions to emerge from shared experiences, offering a deeper level of engagement than traditional conferences.

Both Nohelty and Leonelle underscored that, unlike most conferences, this event prioritized depth and collaboration. “At most events, I’ve learned all I can from the presentations,” Nohelty noted. “Here, the value lies in the one-on-one conversations.” This approach encouraged attendees to not only explore their challenges but also support others facing similar obstacles.

Expert Planning for a Seamless Experience

Behind the scenes, the mastermind’s success was thanks to the expertise of event planners Mel Jolly and Tawdra Kandle, whose attention to detail made for what several participants called “a seamless experience.” The team created an environment where attendees could engage in meaningful discussions without distractions.

A notable feature of the event was the vendor expo, where attendees could interact directly with representatives from sponsor companies. This expo showcased a range of tools and services relevant to indie authors, from marketing platforms to publishing technologies. It provided attendees with the opportunity to explore and evaluate resources that might benefit their publishing businesses.

Virtual Component: Extending the Learning

Recognizing that not all interested authors could attend in person, the mastermind featured a virtual component following the live event. This online extension allowed remote participants to benefit from the sessions, access recorded content, and engage with speakers and other attendees through digital platforms. The virtual component not only expanded the reach of the mastermind but also provided an opportunity for attendees to revisit and reinforce the lessons learned during the in-person sessions.

In-Depth Workshop Highlights

Here's a closer look at some of the key sessions from both the in-person and virtual events:

Scaling Direct Sales on Shopify

Pierre Jeanty's workshop, "How to Scale & Profit More from Your Shopify Store," provided a comprehensive look at expanding book businesses through e-commerce. Jeanty shared strategies for refining sales funnels and leveraging models that have driven successful direct sales. This session was valuable for authors looking to reduce their dependence on traditional retail channels and increase their profit margins.

Harnessing Kickstarter

Monica Leonelle and Russell Nohelty, joined by Kickstarter's Director of Publishing & Comics Outreach Oriana Leckert, presented "Heartstrings and Hardbacks," an exploration of how Romance authors can utilize crowdfunding platforms. The session covered campaign strategies, reader engagement techniques, and the tools necessary for a successful Kickstarter campaign in the Romance genre.

Optimizing Facebook Ads

Two separate workshops addressed the ever-changing landscape of Facebook advertising. Malorie Cooper, co-author of Help! My Facebook Ads Suck, led a session focused on analyzing key metrics for ad performance, providing attendees with the knowledge to make data-driven decisions about their advertising spend. Novel Publicity CEO Melissa Storm's workshop, "What's Working in Facebook Ads for Spring 2024," offered up-to-date strategies and practical advice for authors looking to optimize their social media advertising campaigns.

Overcoming Mental Blocks

Renee Rose and Lee Savino's workshop, "The 3-Step Process for World Domination," took a unique approach by addressing the psychological barriers that often hold authors back. This session aimed to help attendees clarify their objectives, align their work with future ambitions, and overcome the mental obstacles that can impede success in the publishing industry.

Maximizing Profits Through Direct Sales

BookVault’s Alex Smith hosted a session on direct sales channels that emphasized the benefits of offering special editions and selling directly to readers. Smith provided practical approaches for increasing revenue and reader engagement through targeted sales efforts, highlighting the potential for higher profits when cutting out intermediaries.

The Power of Tropes in Storytelling

Trope Thesaurus author Jennifer Hilt's workshop, "Tropes: Everything, Everywhere, All at Once," offered a deep dive into the role of tropes in modern storytelling. Hilt discussed how tropes shape relationships and narratives across genres, encouraging authors to thoughtfully use these elements to enhance their writing and connect with readers' expectations.

Effective Book and Amazon Ad Strategies

Several sessions focused on various advertising platforms. Audrey Derobert provided an introduction to BookBub Ads, while Reedsy’s Ricardo Fayet shared insights on improving Amazon Ads performance. These workshops covered the mechanics of setting up effective ad campaigns and provided guidance on targeting readers to improve ad results.

Automation in Author Marketing

IAM publisher Chelle Honiker's session on marketing automation explored how tools like ChatGPT and Zapier can streamline marketing processes for authors. Honiker demonstrated practical applications of these technologies, showing how automation can reduce the manual workload for marketing tasks and allow authors to focus more on writing and high-level strategy.

Looking Ahead: Expanding Horizons in 2025

Hailing the inaugural Future of Publishing Mastermind as a success, the team has set the stage for an even more ambitious event in 2025. Nohelty and Leonelle have announced plans to expand the program into a full week of intensive learning and networking opportunities.

The next mastermind is scheduled for March 16-18, 2025, and will be immediately followed by the Writer MBA Conference from March 18-22. This back-to-back format aims to provide a comprehensive experience for authors at all stages of their careers. The mastermind will continue to offer high-level, strategic insights, while the Writer MBA Conference will focus on practical skills and implementation.

A Comprehensive Learning Experience
The Future of Publishing Mastermind provided workshops addressing key challenges in independent publishing. By offering both in-person and virtual sessions, the event ensured participants had access to actionable advice for growing their businesses.