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Tina Dietz: It really is a beautiful thing to know that you have a body of work that you can continue to develop and draw on and also be of service to people in a way that you can make a living from 200 episodes of a podcast. Being able to distill a segment of that expertise because they don't talk about mental health all the time. It's a segment of what they do on that particular podcast and distill it into a book. A privilege. It was a deep pleasure to see it come to life.
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Claire Waite Brown: Welcome to Creators from TrueFans, the podcast that, like TrueFans itself, showcases and supports independent podcasting. I'm Claire Waite Brown, Head of Community at TrueFans.
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Sam Sethi: And I'm Sam Sethi, the CEO of TrueFans.
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Claire Waite Brown: Download the TrueFans app to not only listen to podcasts from around the world, but interact with their creators and start paying the shows you value.
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Sam Sethi: Click on the Big Purple Become a fan button to be notified or emailed when new episodes of this podcast are
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Claire Waite Brown: released and follow @TrueFans.fm on Instagram or threads to be kept up to date on all the latest TrueFans features designed to improve discovery, interactivity and monetization opportunities for podcasts and their creators. Rather than interviewing an independent podcaster, this
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Claire Waite Brown: time I am chatting with Tina. Hi Tina.
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Tina Dietz: Hi Claire.
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Claire Waite Brown: About one of the services her team at Twin Flames Studios offers called podcraft. Tina, what is podcraft?
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Tina Dietz: Podcraft is a transformation process where we take your body of work as a podcast, as a podcaster, and make that accessible for us to use to develop and ghostwrite and published really world class quality books from it. So we've been in the publishing space for a long time. We've been in the podcasting space for a long time. So we brought together the worlds that we live in to have this wonderful transformational service to help podcasters.
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Claire Waite Brown: Brilliant. We'll talk a bit more in a minute about the actual logistics of how this works. But to begin with, give me an idea, Tina. Why might an independent podcaster want to use their podcast to make a book? And what are the kind of benefits they might reap from doing that?
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Tina Dietz: Well, if you have been in the world of quote, unquote influence for any amount of time or media, or you are building a platform, then you've probably already been either approached by a company or pressured by somebody tell, oh, you have to write a book. Oh, you have to build your authority. Oh, this has to be part of your ecosystem. And that's not wrong by any means. I've produced more than three dozen Podcasts myself, I've hosted several and I love, love, love podcasting. I deeply love it. I've been doing little radio shows since I was a little kid, and it just when podcasting became available, it was like something I'd been wanting to do and had been doing my whole life. But podcasting can also be deeply frustrating because you are spending so much time, energy, many times money, in producing content that often doesn't get held up with the same kind of reverence or the same kind of cachet that somebody who is a published author or multi published author might receive. And even though you are putting the same amount of work and time and love into the content that you're creating, because of the barrier of entry, only a certain small echelon of people kind of rise to the top of the podcasting world in terms of prominence that allows them, under the current kind of economic model that we have for podcasting with sponsorships basically, or driving traffic to your own website. Those are the two primary things that we do in podcasting. Doesn't leave you with that many options, but you have this tremendous body of work that is hard to access even when you have transcripts, it's still hard to get into the meat of it and hard to get a big global view of all of the work that you've created, the themes that have emerged, the gems of gold that you have. And so being able to create a book from this content not only creates the world of cachet and heightened authority in the space that you want to be in, gives you another income stream that is easy for people to access, but it also allows you a window into your own body of work. And that's one of the things our authors are saying has been the most valuable for them and because it allows them to have an organized, durable way of viewing their work that then they can continue to piggyback off of in developing their brand and developing the things that are interesting to them. I hate to use a cliche, but it's like the gift that keeps on giving. It really is a beautiful thing to know that you have a body of work that you can continue to develop and draw on and also be of service to people in a way that you can make a living from.
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Claire Waite Brown: I think that's a nice idea. I was speaking to a guest for Creativity, found a very big following on her Instagram for her illustrations and her writings. And people were saying, I want to sit on the sofa and look at this. And as a podcaster, you're like, well, I've Got all these episodes, but you have to go to them bit by bit and one by one. And there could be this other place where you can go and get the teachings or the themes as you talked about. Yes, it sounds super. Again, again, before we get onto the process, why did you want to do this? Where did this come from for you guys and Twin Flames?
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Tina Dietz: So my company primarily is known for our audiobook production, and we were the first audiobook enterprise in the world to really develop fully directed, fully remotely produced audiobooks. And we specialize in working with authors who want to record their own books. And I had been a business coach for many years and a consultant, and I was also a voice actor on the side. I'd been involved in podcasting. The audiobook business that we had kind of grew to the point. And I was so involved in the publishing industry, but I was still involved in podcasting. And it was just this kind of like chocolate and peanut butter combination. I'm like, there's gotta be a way to combine books and podcasts in a way that makes sense. Because I started to see some people try to do it. Cleaning up transcripts, so to speak, and piling it into a book and the repurposing of content. But it wasn't typically good. It didn't follow the themes and narratives the way that a really good book would. And I thought people were being underrepresented. And then the ghostwriters I talked to said, no, no, no, it's too much data, it's too much content. You can't use a podcast. It's too chaotic. You can't kind of harness in all the information. So I sat on it for a while, and my business partner, who is also my husband, is a 30 year veteran of data architecture and programming, we saw that technology had gotten to the point where, Waite, we could probably done the right way, pull all of this information from a podcast into something not quite a large language model, but similar to a large language model where podcasters could really use their content in new ways, almost like asking yourself questions about your own work. And so that led us down a rabbit hole to see what we could do. And we piloted that out with this combination of really qualified, excellent ghost writing and developmental editing help along with the podcast content, and produced our first five books. And it's really been a fascinating journey to see what's possible with the content that people have created.
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Claire Waite Brown: Brilliant.
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Claire Waite Brown: So you've already hinted about the mix of real people and data.
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Tina Dietz: Yeah.
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Claire Waite Brown: So I'm going to ask you now, how does the process work. So here I am, I come to you and I say, hey Tina, I'd like to create a book using my content from the Creativity Found podcast. What happens next?
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Tina Dietz: It is definitely a multi step process. It's very similar to working with traditional ghost writing, except that we're using your pre existing content as the body of work rather than interviewing you for 30 or 40 hours. So we first would create a vision with you and this is part of what we do for folks, just to see if it's a good fit to work together. We'll take a look at your podcast and do a kind of an initial run through to say, here are several different types of books that we could see could be created from your content. And then we talk with you about your goals, we talk with you about your audience, we talk with you about all the things that would make a book make sense for you, because it has to make sense first. Then if you really hit on something, we hit on something that you want to develop and we decide to work together, then we develop out a much deeper strategy. And that's when we really take your RSS feed and pull in every single bit of your content into a very comprehensive relational database. And it is structured in a certain way so that we're able to query that database in ways that don't hallucinate and that keep your data very pure and that we're not risking your privacy. That's always a big concern for people. It's not risking your privacy. This is your data. Your data is yours. It should be yours. And so we're always keeping that in mind. But then we use that podcast content to pull out what is the corpus of your podcast, what are the repeated themes, what are the things that you actually speak in depth about, and which episodes are which. So we're able to pull out in great detail the voices in the podcast and separate them, the themes and ideas, organize the topics and titles in different ways, and to identify your voice as a voice, print both from, you know, how you speak and the types of phrases you use. This whole idea of your authentic voice. What are the things that you typically do as a speaker, as a host, in your language that make you unique? And we use that to work with you to build out a book brief. Again, this is something you'll find in every single part of the publishing world, a document usually about 20 pages long, that goes through the whole purpose of the book, the outline of the book and the structure. So from there, once you are happy with the book brief, then we have a developmental editor work with your podcast content to actually write out the chapters and structure the book. And it's very similar to a typical ghost writing process. And then there is a co editing process that we go through between you and the developmental editor, but we don't really stop there. You can take a finished manuscript with all of your front matter, your back matter, your everything, kind of. You could take it to a publisher if you want it to, or you can work with us and work with us through our publishing process and have a published book available for sale. And the whole process takes about six months.
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Claire Waite Brown: The podcaster has a level of flexibility to maybe go along the line and say, oh, actually no, I don't like the idea of this, or this is really great, continue doing it with you, or I want to go and find a literary agent and do it that way. So they have that kind of flexibility.
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Tina Dietz: Definitely, definitely. We want people to be able to publish in a way that makes sense for them. And so we work with traditional publishers, hybrid publishers, self assisted self publishers across the board. And it has to be the right fit for your goals and it also the right fit for your industry. We've developed books in leadership, parenting, wellness, mental health and meditation. It's a pretty wide range of books and wide range of purposes for those books. Some folks, it's their first books. One of our authors, it's their fourth book. So it really is across the board, have to fit those needs.
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Claire Waite Brown: Yeah. Tell me first, do you think that there are certain types of podcasts that are more suited to this process and from the other side, maybe certain types of book that are more likely to be made in this way. And as you've already mentioned, some of the people you've worked with give us an idea of some of the projects you've already done.
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Tina Dietz: Our very first book was released in September of 2025 and one that I'm extremely proud of. One, because it's really serving a deep need in our communities. And the other reason is that the book didn't exist. And my first career was as a therapist, particularly working with children, teenagers and young adults. And I wanted to continue on in being able to be in these helping professions. So when we worked with Responder Resilience Podcast, which serves first responders in the first responder community, we were able to work with them to create the world's very first guide for mental health professionals on working with first responders. All different types of first responders, from EMT to fire to police, to the folks who work with Canine to veterans, I mean, just across the board. And now this book is being ordered in bulk by the New York Fire Department, by other large organizations who serve this population all over the country. And they're developing courses and continuing education programs for mental health professionals to be able to more effectively work with first responders. Because quite honestly, the suicide rate is through the roof with these populations. This is the difference that books can make. And 200 episodes of a podcast, being able to distill a segment of that expertise, because they don't talk about mental health all the time, it's a segment of what they do on that particular podcast and distill it into a book. A privilege. It was a deep pleasure to see it come to life. It's an incredible show. So that's, that's just one example of the types of books that we are creating. So to your point, about different genres of podcasts and how do they turn into different books? Obviously mental health is certainly one we can cover, but like I mentioned before, parenting, leadership, financial is another one. Any type of self help topic translates well. Business, marketing, entrepreneurship, leadership. Really, it's more important to have a good body of work. We look for a minimum of 50 episodes. We prefer to work with a hundred to 150. Some of the shows we've worked with so far have had as many as 500 episodes that we've had to kind of break down and segment into what do we want to use for this book and what does the author want to keep for future books. So those things have to be taken into consideration as well. We've learned so much along the way, and each book is incredibly, incredibly unique. But they do all have certain things in common. They all have strong narratives, they all have a specific point of view. None of these shows had followings to the point where they were in the millions of followers. They were either in the thousands or tens of thousands. And that was also really interesting to work with as well, to get feedback from different podcast audiences and see them respond to initial releases, initial chapters, and hear from guests and people that have been on the show before supporting the book, which is a huge advantage if you have an interview type of show. Those folks who have been on your show generally are going to be incredibly supportive of this content coming out.
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Claire Waite Brown: Yeah, I'm absolutely loving the idea of it, and I've got all sorts of ideas running around in my head, but I also like the idea of somebody else doing the organizing of those. So you said about the, you know, the stages, so I've got Creativity Found. I've got currently 138 episodes. What kind of an initial investment would I be looking at to get the process started and to decide whether this is a good process for me?
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Tina Dietz: There's no investment to determine if it might be a good fit for you. We're always going to have an initial conversation with you where we're working through. Here's some different visions of the book, you know, and have that whole conversation because it's not going to be good for either of us if it's not a good fit for you. It's a two way street and this is a fairly intimate process where we're going to have our eyes, our hands, our hearts inside of your work for a hundred hours easily in developing this book. This isn't a quick process, this isn't a quick fix where you're basically running your transcripts through ChatGPT and trying to come up with a process. This is very deliberate and strategic in terms of what we're doing, but it's still way, way, way, way, way less expensive than typically what it costs to get a book created because we do have this combination of technology and human know how. But it doesn't cost anything to get started with a book vision.
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Claire Waite Brown: Brilliant.
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Claire Waite Brown: Oh well, now you've got me thinking even more.
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Tina Dietz: Yeah, we've had a couple of people come to us and they're not quite ready for the book yet, but they now have gone away and have taken our conversation and they're changing the way that they're doing their show so that they can be more strategic and they saw a path forward for spending more time on the quality and the deliberateness of their podcast because now they can see an end result they want to get to and that helps too.
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Claire Waite Brown: Thank you so much for that, Tina. I'm feeling all inspired. How can people find Podcraft?
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Tina Dietz: Very easy. You just go to twinflamesstudios.com you can also just look up Podcraft books. We are all over social media as Twinflame Studios as well as you can find me under Tina Dietz. I'm pretty much the the first answer on Google so that's helpful.
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Claire Waite Brown: Brilliant. Thank you so much.
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Tina Dietz: Thank you.
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Claire Waite Brown: If you'd like to chat with us about your indie podcast or how you can help independent podcasters send a comment or super comment in TrueFans to any creators episode by clicking on the speech bubble icon or on the comments tab. I have of course popped a link to Podcraft in the show notes for
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Claire Waite Brown: for this episode and in the chapter markers. There's no chat from us this week, but we'll see you next time.