For the past few years, in honor of August being not only National Romance Awareness Month but also Read a Romance Month, we have interviewed quite a few romance authors as well as influencers and others within the romance book industry. This year I was able to get together with two incredibly talented authors who also happen to be dear friends (yes, for the sake of full disclosure, we’re friends in real life). They are Carolina Jax and Ryan Marie Reynolds, and during our sit-down we were able to dive into their author journeys. They have (independently) published over a dozen books, are great humans who are kind and passionate, have worked on some very exciting collaborations, and are huge football fans.
Carolina Jax
How did you get into writing, specifically the romance genre?
I am an avid reader and I would feel a certain way about the characters I read. I could see them doing different things or acting a certain way. So I started writing my own short stories, which eventually turned into full-length novels. I love to create a world and build characters into it.
What’s something personal?
I’ve been married for over 20 years to my military husband, and we have two boys together.
Tell us about your first book.
The Biggest Win is about a small-town football hero. Football is my favorite story to read so creating the world came naturally. I had no process besides writing when the inspiration hit. Because of that, I held onto it for almost two years before finally deciding to hit publish.
What does it mean to you to be an indie romance author?
For me, it’s doing what I want, on my own time. It’s choosing the covers and working closely with an editor to put out the best story I can. It also means doing every single bit from the writing to the marketing to publishing, all of which can be very time consuming. Challenges for me are that I have multiple stories running in my mind, at the same time and I want to do them all right now! It can be hard to balance time and ideas, so I’ve learned to take notes and come back to things when the mood strikes again.
Despite the romance genre being the largest selling genre in the book world – by far – there is still a stigma when it comes to romance books. What are your thoughts on this?
I believe writing romance is very hard because you have to tap into the emotional aspects of every action for every character. The world likes quick fixes and often associates emotion and feelings with a negative connotation. I believe readers use romance as an escape from the everyday chores of life. Personally, I don’t look to it for a replacement of my real life, and I think those who don’t understand that want to put a negative spin on it.
As an indie author, you have to be a bit of everything: writer, editor, marketer, social media expert, PR person, artist, and illustrator. How do you manage all of it? Did you know all of this when you started?
I did not know all of this when I started! I wanted to write a story, and that’s what I did. But then finding out how much more is involved in the process really made it more challenging to know which way to go. I have a great circle of author friends who constantly share tips and give references for cover artists, etc. I think now I’m a bit more streamlined. I know what I need and who can deliver my vision.
How has the industry changed since you’ve been an indie author?
I’m coming up on celebrating four years as a published author, but even in that small time I’ve seen a change mainly as it pertains to the marketing and promotional aspect of the business. The world is always changing how it delivers information and how it wants to sell you something, so you have to be able to adapt and move with it. It’s good because it never lets you get stale. There is always a new thought or idea; however because the marketing landscape is always changing, you never know what’s going to stick. What worked today may not tomorrow and that can be frustrating when you’re trying to figure it all out.
What’s the most important lesson you’ve learned since publishing your first book? What do you wish you knew then that you know now?
It’s more than just writing words. You need to deliver a feeling behind each character, each story, and each event, and it can be difficult to bring that feeling across correctly. You need a tight circle, a few people you can rely on and trust, to work the process through with you. For me, that is my circle of author friends as well as my beta team. My beta team is a group of readers-turned-friends who read my books after I finish them but before they go to my editor. Their reactions and feedback give me the opportunity to make adjustments or changes before the book goes to my editor.
How do you come up with your stories?
Sometimes a lyric from a song or a scene from a movie will get me thinking of how two characters could meet, how they might fall in love – or not fall in love – and then it grows from there.
Tropes are a big thing within the romance book genre. What are your thoughts on them?
I seem to stick with the basic tropes: second-chance romance and best friend’s brother are two favorites of mine. They are classic, and there are many ways to spin the story differently, yet still stick with those same tropes.
Tell us about your biggest wins and your biggest challenges.
My biggest wins have been steady growth since I started. I knew starting out that this journey was not going to be quick and easy or an overnight success, but I’m happy with the way I’ve grown my readership and continue to put out stories that I love. A challenge is trying to stay fresh and marketable within a changing world.
Tell us about some of your collaborations.
Yes! I’ve joined a few collaborations since I began publishing. They are a great way to test different storylines, different tropes, and characters, depending on what the collaboration entails. I have found my favorites, though. The Man of the Month series has been my absolute favorite. I was invited to write with them a few months after my debut, and I was so excited to be part of the team. The team consists of an amazing group of authors, and we always have a great time.
I’ve also done mini collaborations with a few of my author besties, and those have been the highlight of all of my writing. The Boyfriend Builder Series was a lot of fun. I collaborated with three close author friends, and we created everything from character names and storylines up to covers. That series has been picked up by Tantor with audio editions of the books releasing at the end of this year.
My other favorite collaboration was a football series, In the Nick of Time, with Ryan Marie and Moxie Reins. We had the best time creating this series, laughing and writing together while creating a whole world. This series is about three best friends, their names all a derivation of “Nick,” who grew up playing football together. The three-part book series starts on Draft Night, when all three are drafted, but then their carefully laid plans go bust. Each book has its own storyline, but they overlap, and books one and two’s endings don’t get revealed until my book, book three.
How do you feel about technology, including AI, as it relates to the romance book world?
Unfortunately AI is here to stay. I think anyone using it to write their books is taking the easy way out and cheating readers and themselves. Writing is hard. It should be a personal challenge to put out the best story that you can.
How do advance reader copy readers, reviews, and social media play a factor in the books’ success?
ARC readers are important because they’re that front line right before release day. Their reviews and social media posts are important because they can attract new readers and drive the book into hands it may not have otherwise come across.
My street team is also super important to the success of my book. Some of my street team members are also my ARC readers. This team will specifically read and review my books, and then they create social media content about the book that they post to their own social media accounts. Obviously, the more organic social media posts, the more your book has a chance to be seen, so I’d say the readers and your teams are very instrumental to a book’s success.
What have you found to be most helpful to you as an author and book promoter?
Most helpful to me is having someone I can depend on. My PA, Mindy, is amazing. She keeps me organized, is always ready with a post to push to my street team, and is my number one cheerleader. She’s always the first to get each new book, and I really rely on her to guide me through the story.
Who have been some of your biggest inspirations along the way?
I have a close circle of author friends who are huge inspirations. The time they dedicate to every aspect, from writing to choosing the title, graphics, and release dates, is really exciting to watch happen from beginning to end. I love getting their text messages with pictures of the typed words “The End.” I am grateful for their encouragement and sometimes kick in the a$$ to keep me on track.
How do your covers and accompanying graphics contribute to reader engagement, readership, and sales?
Covers are personal to everyone. Some may like couples, discretion, cartoons, or a mix. I always offer a couple and a discrete version to give the reader options.
Some authors will send out PR book boxes or prizes. Do you find such promotions helpful?
I’ve done PR boxes for two different books. I had a great time choosing the items and designing the stickers, bookmarks, and all the other goodies that went in the box alongside the book. I love to find one or two scenes from the book that may not exactly stick out, but once you accompany an item with some form of depiction or representation of that scene, it makes the reader fall in love with the story all the more because you’re triggering a memory of the book. I don’t know if the book boxes necessarily increase sales, but I love to send my devoted readers a special package.
If you had any advice for an aspiring author, what would it be?
Just write the story you love. It’s easy to fall into the trap of following what’s trending or what everyone else is doing, but I’ve found when I just sit and write what I love, every word flows.
To learn more about Carolina Jax and her books you can find her on Instagram
@carolinajax_author, you can also find her on TikTok at Spicysportsandsmalltowns. Or if you’re one Facebook, so is she: facebook.com/carolinajaxauthor. To browse her website, visit carolinajaxromance.com.
Ryan Marie
How did you get into writing romance?
In high school I developed a love of reading like I had never had before. I soaked up everything from classics like The Grapes of Wrath, to mythology, and even snuck in a Harlequin book or two. That love of reading turned into a passion for journalism, and in college I decided to pursue a degree in broadcast journalism.
I had aspirations of being a sideline reporter for football at ESPN. It was quite a lofty goal, but kids need dreams.
Motherhood took priority, so I put ESPN on hold while I raised kids and did all the mom things. Reading moved low on the list, and it took a long road trip for me to fall head first into a romance book. After that, there was no looking back. I devoured everything I could get my hands on. Soon the stories in my head got me diving deeper. I began working for an author as an editor, and even contributed to a book by my favorite author.
That author encouraged me to “just do it” after she read some of my stories. She said, “What’s the worst that can happen?”
Within months I published my first book.
Tell us about your first book.
It took the push of my favorite author to finally take the leap and publish my first book, The Pieces Left Behind. It told one of many stories that I had amassed over the years. It was a deeply personal book as it talked about the struggles of mental health challenges.
I am a member of the mental health community, so it was important to me to address the ups and downs in a true way that many people are too afraid to talk about.
What does it mean to you to be an indie romance author?
I absolutely love being an indie author. I get to live out a dream that I never fathomed I could. But as much as it fills my soul to put my words on paper, it can also be overwhelming.
There’s always the looming doubt that seems to linger no matter how many times readers tell you they love a story. The praise helps quiet the self-doubt, but sometimes the imposter syndrome is so loud it fills the background.
The one thing that keeps me pushing through all of the roadblocks and hurdles is a good friend. I’m blessed to have some amazing women in my corner that hold my hand when times are low but more often kick me in the bum when they know it’s what I really need.
What are your thoughts on the stigma that the romance genre still carries?
Non-romance readers always assume that the genre is full of X-rated material with readers and writers to match. They have their hands over their ears and blinders on, refusing to hear otherwise. What they’re missing out on is a plethora of beautiful stories that help to heal and allow many the escape they need from the struggles of the real world.
When outsiders “shame” the romance culture, I like to remind them that everyone has their way of checking out from the chaotic world and whether they like it or not, it’s not their right to judge. I mean, I don’t judge them for their trashy reality TV shows [chuckles].
We all have our thing.
How do you manage being a bit of everything: writer, editor, marketer, social media expert, PR person, artist, and illustrator?
When I first published I knew that, as an indie, I’d be wearing many hats. I never realized that the hats would be so heavy or big.
I was never big on social media. I posted pictures for my family to see, but I didn’t have a bookstagram account or following. I literally started from ground zero and have learned in trial by fire.
I test out trends and try to read up on strategies, but at the end of the day I just do what I love and hope all the pieces fall into place.
I’m fortunate to have a wonderful support system of ladies: Alyx, Carolina, Steph, Cami, Mindy, Joleigh, Lak, Sher, and you of course, are my tight circle that I surround myself with daily. They’re basically my oxygen tank.
How has the industry changed since you’ve been an indie author?
In the past couple of years, I have noticed a trend amongst the book community that isn’t necessarily good. It seems the world today has divided many, and as prevalent as those negative voices can be, I try to focus on those who want to share the emotions that falling into a good book can bring.
It’s great to find like-minded readers who too like to feel a good gut punch followed by a happily ever after.
What’s the biggest thing you’ve learned since publishing your first book?
The greatest lesson I have learned from publishing is not to compare your success to others. Am I good at doing that? No, but I am definitely more mindful.
I celebrate the small victories, soak up the joy, and boost up my fellow indies. That is what helps me get through the days when I just “don’t wanna.” Seeing other authors’ happiness and success is pure joy.
What inspires you to write?
I pull inspiration from everyday life and sprinkle in a heavy dose of “that could only happen in a book.”
I’ve taken some experiences of friends and family over the years and used them as a small catalyst to build on. The stories just rattle around in my head until a picture becomes clear and ends up on my screen.
What are your thoughts on romance genre tropes?
I am a sucker for a good trope. I love them because you can search for the ones that fit your mood.
When I read (which I don’t do as much anymore for fear someone might think I’ve copied another author), I was a total mood reader. When my days were gloomy, I would dig into my to-be-read list for something to lift my spirits. If I had an elated day, I might want to balance that with some angst. And every once in a while I just needed a good cry. Tropes are amazing in that way.
I think of tropes as a menu; sometimes you don’t know what you want until you browse the dishes.
Tell us about your biggest wins and your biggest challenges.
Wins and losses are subjective, I suppose. If a book doesn’t hit with an audience as well as I had hoped, I chalk it up as a complete failure. Yet, there are always readers that will come forward to gush on their favorite parts or explain how they connected with the story or a character.
I see two sides of the same coin. What I view as a failure, others may see as a mark in the win column.
What are your thoughts on the whole “bookish world?”
The romance bookish world has truly become a place of healing for many people. Thrillers, sci-fi, non-fiction, and other genres have amazing works that appeal to readers. But sometimes you need something to heal, a story that resonates or “commiserates” with you when times are tough. No other genre that I’ve read can truly do that.
Self-help has a way of guiding you to look within yourself, but romance can give you hope and determination to go out and make your own happy ending.
Not all of it is realistic – I don’t know many 6’-10” tattooed, growly bikers with a soft spot for petite, sassy women with a broken past – but it certainly tells you that your person is there. You just need to look a little harder.
How do you feel about collaborations?
Collaborating with other authors is always such a pleasure. I love getting a look inside the minds of other creatives. It’s inspiring to see the passion in other writers and feed off of their energy. When the project is done, it’s amazing to see how each person has interpreted the project and how readers enjoy a multi-author take on a similar topic.
How do you feel about technology as it relates to the romance book world?
Technology is a wondrous thing as it now puts a thousand stories in the palm of your hand without spending a ton of money on paperbacks. E-readers have made books more accessible, and I think that is one of the greatest inventions.
However, with that has come the ease of AI use, which I really feel is ruining the written word. Of course AI offers great assistance for tons of industries, but it has no place in the book world. Stricter rules need to be made regarding the use of AI when writing, otherwise we are going to lose brilliant minds to robots and eliminate the true passion that connects us.
How do advance reader copy readers factor in your books’ successes?
ARC readers are the heart and soul of this book world. They are what gets a book started. The hype that they provide, a majority doing so without any expectations of payment, is immeasurable. And their reviews are better than gold because they help put your book in front of people who may never know it exists.
What have you found to be most helpful to you as an author and book promoter?
Honestly the most helpful aspect has been the reader. Those who have an immense passion for wanting to help spread the word with no strings attached.
Indie authors need bookstagrammers and booktokers because they can share the emotions of a book that the writer cannot. Their excitement is truly the most valuable marketing.
Who have been some of your biggest inspirations along the way?
My greatest inspirations have come in the form of friends and family. Of course without the words and encouragement of Melanie Harlow, I never would have taken the leap. But that led to a door opening with many loved ones on the other side waiting to give their love and support.
Without them, I wouldn’t have the desire or belief that I can, one day, succeed.
How do your covers and accompanying graphics contribute to reader engagement, readership, and sales?
Everyone always says to never judge a book by its cover, but I think that is false. That cover is the first impression, and it’s either going to grab a readers’ attention and have them wanting to know more or have them pass it by if it lacks luster.
Authors have to appeal to all the senses because you want potential readers to taste all the goodness of a story. Love at first sight is a real thing, and it all begins with a cover. I have to constantly remind myself it’s not about me.
You have recently started illustrating covers not only for your own books but also for other authors. How did that come about, and how has that experience been for you?
Illustrations began as a reset for me between writing books. It was that mindless creativity that I could get lost in without having to think. I started with some flat art and basic drawings. I tapped into my daughter’s art knowledge along with some tutorials and over time really developed my skills. Friends started reaching out and encouraging me to venture into art for other authors. Once I finally put myself out there, it was like opening the floodgates to a tsunami. It’s been nonstop since.
What are your thoughts on PR boxes?
I love sending out PR boxes as a form of appreciation. It’s fun to procure goodies that have meaning to each story. I like finding all the little things that will have readers thinking about the book whenever they see it. But I’ve been burned by people just wanting free stuff and never actually appreciating all of the work that goes into the boxes. Now I send them to those who have helped me throughout the process. It’s my way of saying thank you for standing by my side.
What advice would you give an aspiring author?
I will pass along the words that were bestowed upon me: why not?
What do you have to lose? So you publish and your book doesn’t get the buzz you were hoping for. You have the choice to quit or keep pushing. But unless you try, you’ll never know how amazing it could be. •
To learn more about Ryan Marie and her books find her on Instagram: @ryanmarie.romanceauthor. You can also find her on TikTok at Ryan.Marie.spicy. Or to grace her inbox, email her directly at authorryanmarie@gmail.com.
