The REAL Truth About Author Earnings Is Shocking
04/04/25 • 23 min
Michele DeFilippo has been a pioneer in the independent publishing world since 2001. As the founder of 1106 Design, she’s helped over 4,000 authors bring their book dreams to life — without giving up control or royalties. In this episode, Michele joins Nicholas Kuhne to debunk the myths of traditional publishing, discuss how to turn lead magnets into powerful brand tools, and explain how indie publishing can put four times the revenue in an author’s pocket.
🔗 Call to Action
💬 Get Michele’s free guide “Publish Like the Pros”
👉 Download it from 1106design.com and learn how to create a professional, market-ready book that keeps you in control.
📢 Connect with Michele DeFilippo
🌐 Website: https://1106design.com
📧 Email: [email protected]
📣 Services: Book editing, cover design, interior layout, typesetting, consulting
🎧 Podcast tools & links
🎙️ Edit your podcasts like a pro:
https://get.descript.com/mrzy10nwivuq
🎤 Want to be a guest or start your podcast journey?
https://www.joinpodmatch.com/nickkuhne
🕒 Timestamps & Key Topics
00:00 – Michele exposes the double-dipping model of middlemen publishers
01:00 – Why Michele started 1106 Design & her 50-year industry legacy
02:00 – What makes a great lead magnet and how ebooks can drive revenue
03:30 – Understanding the customer journey through content
05:00 – Most people are better writers than they think — start writing
06:00 – Lead magnets often evolve into full books
07:00 – Following up after lead magnet downloads (without being spammy)
08:00 – Should you make one mega-ebook or a series of niche guides?
09:30 – 1106 Design's services and Michele’s “Publish Like the Pros” guide
10:00 – Why indie publishing keeps your rights and revenue
11:00 – The marketing side of book publishing: Start with your audience
12:00 – A book is the best business card you’ll ever have
13:00 – Traditional publishers rarely pick up self-published books
14:00 – Indie publishing = long-term control over your book and income
15:00 – Breaking down royalties: $1.50 vs $6 per book
16:00 – Why middleman publishing companies hurt authors
17:00 – Print on Demand: no inventory, no upfront printing costs
18:00 – 1106's full-service process: Editing, design, typesetting
19:00 – Why professional typesetting matters for reader experience
20:30 – Children's books: hire your designer before the illustrator
21:30 – Final thoughts: Don’t let your book die inside you
Connect with me on:
#DigitalMarketing #Branding #PersonalBranding #MarketingInsights #SocialMediaStrategy
Michele DeFilippo has been a pioneer in the independent publishing world since 2001. As the founder of 1106 Design, she’s helped over 4,000 authors bring their book dreams to life — without giving up control or royalties. In this episode, Michele joins Nicholas Kuhne to debunk the myths of traditional publishing, discuss how to turn lead magnets into powerful brand tools, and explain how indie publishing can put four times the revenue in an author’s pocket.
🔗 Call to Action
💬 Get Michele’s free guide “Publish Like the Pros”
👉 Download it from 1106design.com and learn how to create a professional, market-ready book that keeps you in control.
📢 Connect with Michele DeFilippo
🌐 Website: https://1106design.com
📧 Email: [email protected]
📣 Services: Book editing, cover design, interior layout, typesetting, consulting
🎧 Podcast tools & links
🎙️ Edit your podcasts like a pro:
https://get.descript.com/mrzy10nwivuq
🎤 Want to be a guest or start your podcast journey?
https://www.joinpodmatch.com/nickkuhne
🕒 Timestamps & Key Topics
00:00 – Michele exposes the double-dipping model of middlemen publishers
01:00 – Why Michele started 1106 Design & her 50-year industry legacy
02:00 – What makes a great lead magnet and how ebooks can drive revenue
03:30 – Understanding the customer journey through content
05:00 – Most people are better writers than they think — start writing
06:00 – Lead magnets often evolve into full books
07:00 – Following up after lead magnet downloads (without being spammy)
08:00 – Should you make one mega-ebook or a series of niche guides?
09:30 – 1106 Design's services and Michele’s “Publish Like the Pros” guide
10:00 – Why indie publishing keeps your rights and revenue
11:00 – The marketing side of book publishing: Start with your audience
12:00 – A book is the best business card you’ll ever have
13:00 – Traditional publishers rarely pick up self-published books
14:00 – Indie publishing = long-term control over your book and income
15:00 – Breaking down royalties: $1.50 vs $6 per book
16:00 – Why middleman publishing companies hurt authors
17:00 – Print on Demand: no inventory, no upfront printing costs
18:00 – 1106's full-service process: Editing, design, typesetting
19:00 – Why professional typesetting matters for reader experience
20:30 – Children's books: hire your designer before the illustrator
21:30 – Final thoughts: Don’t let your book die inside you
Connect with me on:
#DigitalMarketing #Branding #PersonalBranding #MarketingInsights #SocialMediaStrategy
Previous Episode
Human Meets Machine: Mona Bevar’s Blueprint for Authentic AI Branding
We unpack her signature use of Jungian archetypes, how to train AI with your unique brand voice, and why Mona believes the human touch is the missing ingredient in most AI-generated content. If you're trying to stand out in the era of mass AI content, this episode is for you.
She also reflects on her shift from scepticism to curiosity, empowering others to do the same—especially those who think it's “too late” to embrace AI.
🔗 Call to Action
📘 Grab Mona's book: From Grove to Table on Amazon – a poetic journey into the world of olives, Italy, and culture.
🌐 Visit her agency: https://www.BlueApples.ai
📞 Book a discovery call to see how you can infuse your AI outputs with your authentic brand voice.
💼 Connect with Mona on LinkedIn: Mona Bevar
🎧 Edit your podcasts like a pro:
https://get.descript.com/mrzy10nwivuq
🎙️ Join me as a guest or start your podcast journey:
https://www.joinpodmatch.com/nickkuhne
⏱️ Timestamps & Key Topics
00:00 – Mona on learning to “have fun” with AI at 53
01:00 – From Iran to the U.S.: Her multicultural path to branding
02:30 – Launching BlueApples.ai: AI with authenticity
04:10 – The danger of generic AI content and “prompt Bible” culture
06:00 – How AI has levelled the marketing playing field
08:00 – Why Mona uses Jungian archetypes for brand storytelling
10:00 – A precise, human-led recipe for using AI in content creation
12:00 – Squeezing out your true voice in AI-driven communication
14:00 – Brand voice across channels: poetic, sexy, or bold?
15:00 – BlueApples workshops: hands-on, immersive, no fluff
17:00 – Age doesn’t matter in AI—perspective does
18:30 – The ideal client? The trailblazer archetype
20:00 – The illusion of free AI tools and their limitations
22:00 – How Mona overcame past resistance to tech
24:00 – The “ChatGPT writes it, why pay you?” mindset
26:00 – Real emotional connection converts; AI alone doesn't
27:30 – Hyper-personalisation and standing out in saturated markets
29:00 – The future of AI content is about feeling, not just function
30:00 – Where to find Mona + why you must train your tone of voice
Connect with me on:
#DigitalMarketing #Branding #PersonalBranding #MarketingInsights #SocialMediaStrategy
Next Episode
The ROI of Kindness: Grow Your Brand Without Ads with Jill Lublin
Jill unpacks her Return on Kindness (ROK) framework, the secrets behind her Publicity Breakthrough Bootcamp, and how kindness is not just good for humanity—but good for business. If you’re a startup founder, coach, or marketer, this episode will show you how to stand out, build credibility, and land media coverage without spending thousands on agencies.
She shares PR tips you can implement right now, why generosity pays off, and how personal branding and storytelling are crucial in today’s attention economy.
🚀 Call to Action
👉 Join Jill’s 3-Day Publicity Challenge:
Get started on your media journey with simple, actionable steps at https://jilllublin.com/start
📚 Books by Jill Lublin:
Guerrilla Publicity
Profit of Kindness
Networking Magic
Get Noticed...Get Referrals
🌍 Connect with Jill:
Website: https://jilllublin.com
LinkedIn: Jill Lublin
Instagram: @jilllublin
🎧 Edit your podcasts like a pro:
https://get.descript.com/mrzy10nwivuq
🎤 Be a guest or start your podcast journey:
https://www.joinpodmatch.com/nickkuhne
⏱️ Timestamps & Key Topics
00:00 – Champagne & Introductions
01:00 – Jill’s 4 bestselling books and the story behind “Profit of Kindness”
02:10 – The ROK framework: Return on Kindness vs ROI
03:00 – Kindness as a competitive business strategy
04:30 – Companies doing kindness right: Honda, SF healthcare campaigns
06:00 – Why kindness makes you memorable
07:00 – First step: A conscious act of kindness every day
08:00 – Flexibility and generosity in your business model
09:00 – Pro bono work that builds goodwill—and brings clients
10:45 – Why flexibility builds customer loyalty
11:30 – Networking advice: The 3 C's (Connect, Communicate, Create)
12:30 – Asking “Who do you know?” to unlock opportunities
13:00 – The importance of storytelling and elevator pitches
14:00 – Jill’s 3-part formula: Problem, Solution, Golden Nuggets
15:00 – Why every startup should focus on PR
15:30 – PR for small budgets: The Gorilla Publicity approach
16:00 – Details about Jill’s 3-Day Publicity Challenge
17:00 – Why PR is the gift that keeps on giving
18:00 – Final thoughts & where to connect with Jill
Connect with me on:
#DigitalMarketing #Branding #PersonalBranding #MarketingInsights #SocialMediaStrategy
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