Publishing Monday: self-publishing interview (and deck giveaway!) with Pamela Wells

We can be succinct and just call Pamela Wells the creatress of the Affirmations for the Everyday Goddess (Artmagic Publishing, $14.95). Or we can get all verbose and list the tasks she undertook to bring this gorgeous golden deck-and-book set into the world:

1. She conceived and illustrated the 22 cards, which were inspired by the major arcana of the tarot.

2. She wrote the 120 page guidebook, which includes all sorts of inspiring meditations and such.

3. She designed the book, cards, and box set. (Look inside it here and here.)

4. She arranged for the printing, distribution, and production of the set. Did I mention that it’s full color reproduction, with a gold ink overlay? In other words, not your usual b/w paperback that you can do at Lulu or Cafepress.

In other words, Pamela self-published Affirmations for the Everyday Goddess—a mighty task indeed to do properly—under the guise of her own imprint. (View some previous posts on self-publishing here and here.) The deck also available as an iPhone app, for those of you who like your oracles digital. My interview with Pamela is all about her experiences delving into this brave new world of artist-entrepreneur. Oh, and there’s a giveaway too—details below.

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KW: What inspired you to create the Affirmations For the Everyday Goddess deck?

PW: It all started with a very challenging portfolio review I did through the Society of Illustrators. I was doing a lot of work as a commercial illustrator at the time and so after years of doing technical illustrations I felt it was time to try something more creative. During the portfolio review I was told I needed to focus on one style that I really loved and felt passionate about. It was great advice but I couldn’t help but wonder if it would pay the bills especially since the first two paintings were an angel and Sophia, the goddess of wisdom!

KW: You decided to self-publish your deck, though I’ve heard you had interest from major publishing companies. What pushed you to make this decision, rather than going the traditional route?

PW: Initially I was approached by a publisher to illustrate a tarot deck set for women. After doing some initial research by calling about 2 dozen tarot artists willing to share their experiences, I decided not to. What I heard didn’t make business sense for me in royalties (income earned) for the amount of time it would take for me to illustrate a complete tarot set in my detailed, illustrative style. Despite this, I continued painting and a few years later I signed a contract with a different publisher. About 2 years into the process they canceled the contract after restructuring the company. So, there I was with finished cards and book and no publisher! I was very disappointed but not discouraged.

Luckily at the same time I was doing design work for a client who contracts with overseas manufacturers and I realized I had most of the skills and the financial resources I needed to publish and market the deck myself – graphic design, illustration, writing, prepress and marketing. I created a business plan and the business plan made sense if I contracted the printing with an overseas printer.

Looking back, I believe the experience of submitting art and copy to publishers gave me some of the creative confidence and quality standards I needed to succeed as a self-publisher.

KW: Can you share a little about your process in creating the paintings?

PW: Great question. I could easily write a full chapter on this as interest and use of the computer as a creative tool expands in both the commercial and fine art markets. But let me summarize my particular approach.

Many are already familiar with photo retouching software such as Adobe Photoshop and painting software programs such as Corel Painter. For those who aren’t, Photoshop software enables artists to assemble photos together in creative way similar to building a collage. This is how I begin my own creative process.

I assemble my own photos together in a compositional collage and once finished, import the photo collage into painting software. Next, I bring up the photo collage on one side of the screen to use as reference for my digital illustration. Then, I bring up a new digital canvas and begin drawing and painting. The actual specific brush techniques I use during the digital painting process have been published in many digital how-to books. My favorite is Cher Penarvis’s Painter Wow! books because she breaks down my painting technique step-by-step. The Wow! book series features many digital artists and digital illustration techniques and is a great reference for those who have an interest in using Corel Painter software.

KW: Besides writing and illustrating your deck, you also acted as designer of it. Affirmations For the Everyday Goddess has one of the most gorgeous production jobs I’ve seen in a while. For example, it’s printed with beautiful gold ink on the cards and box. You’ve also designed lovely details, such as decorative patterns on the inside of the keepsake box. Can you describe what was involved in producing and printing your deck?

PW: Thank you Kris! The project became a labor of love from the time I was told “paint what you love.” I now believe when we combine what we do with love and skills that we earn through study, time and effort, new creative ideas come about.

For instance, during the process of writing the book, I was studying the divine mystical aspects of each of the 22 major arcana cards and I was deeply moved by their profound wisdom. I knew then I wanted to design a package for these wisdom teachings in a way that reflected how sacred they are. But that wasn’t all. From a practical marketing perspective I felt that people would buy a deck set as a gift or collectable as well as for functional (contemplation or tarot readings) and educational (wisdom teachings) reasons. I knew my decision to use the metallic ink was unconventional since it isn’t considered practical in terms of what is known by publishers about the sidelines markets and it is very expensive.

Of course there were many other moments during the process when marketing, financial and production limitations were worked around by creative problem solving.

The design process was planned but also very organic. When I started, I knew I wanted to design a quality product so I made plans based on quality results by paying attention to the details. On the other hand, the details of the box, the frame of the cards and the book came together organically as I was drawn to shapes and colors that worked with the card artwork.

The printing was done in Thailand and even though the overseas printing process was at times stressful, I was grateful about how affordable the printing was. I now have a great appreciation for all the hard-working people overseas since much of the labor for the box-wrap is done by hand.

KW: One of the bugaboos that plague self-publishers is distribution and promotion—ie: getting their publications into stores so it can get sold. Every article about self-publishing usually includes a cautionary example of an author with thousands of unsold books in their garage. How are you solving this dilemma? What promotional tools did you use to get the word out about your deck?

PW: I use all the promotional tools I can especially with the internet becoming such an important aspect of marketing. A successful marketing and distribution strategy these days must consist of both traditional and online channels. For instance, since the deck was released in April 2009 I have sent out online press releases, finished an e-commerce site, placed traditional print ads, mailed out direct mail flyers, participated in artist and women’s events, attended book fairs in New York and London, joined self-publishing book clubs, Facebook and Amazon social networks, produced a free quarterly eNewsletter, sent media kits and advance copies to prospective media contacts and book buyers, contacted book distributors and finally with decks in-hand, spoken to local shop owners about selling the deck set. There is still much more marketing to do!

KW: What surprised you about the process of self-publishing?

PW: I was most surprised to discover I had writing skills. I was also surprised by how time consuming and complex the marketing process could be despite the fact I have career experience and a business degree with a major in marketing. I have learned throughout this process there is nothing taught or written that can fully prepare you for the creative or business challenges of self-publishing. Self-publishing entails a very broad skill set and an honest self-assessment of interests and abilities. The last time I illustrated was over a year ago!

KW: What did you find difficult?

PW: I find sales to be very difficult because I am not a very good networker and like many artists I am more introspective and find it challenging to be momentarily extroverted to sell a book!

KW: Alternately, what do you like about it?

PW: Of course I very much enjoyed illustrating the cards. I have had an interest in marketing for a long time so I also enjoy most of the marketing aspects of self-publishing. Many artists start their formal training with art college or a trade school but I think the delayed art training worked out for me since I had the opportunity to draw and paint with the first Mac and a mouse and then later as the equipment and software improved, a digital stylus and tablet.

KW: What would you do differently next time, if you were to self-publish again?

PW: I would hire another editor to proof the last-minute proof! I introduced a few typos in the last draft. I dare say I think in a year or two I may have a lot more to say about what I would do differently. So, please check back with me and I will have my list!

KW: Finally, any words of advice for other artists and authors who decide to self-publish?

PW: Follow your heart (intuition, passion and love) in what you create and use your mind (skills and intelligence) in what you sell. Being creative births your unique vision into the world. Selling means providing a product or service to other people that improves their lives. If you can put heart and mind together, you will be doing what you love in devotional service to other people and the whole world benefits.

Know yourself. Have a good assessment of what you can do or are willing to learn how to do. Know what you can’t do well or don’t want to do and budget for them in your business plan then delegate those tasks to an expert. I would say that the most important character traits that one needs are persistence and independent thinking.

Finally, develop a unique creative style which embodies your heart-felt message.

KW: What are you working on next? Any future decks or books?

PW: I am working on planning a vacation. LOL.

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Pamela has generously offered to raffle off one beautiful copy of Affirmations for the Everyday Goddess to one lucky blog commenter—thank you, Pamela! To enter the giveaway, the rules are simple. Just leave a comment below by midnight July 1, 2009. The winner will be announced on July 3rd on this blog. Good luck to all!

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