Episode 321 - Optimizing the ROI of an Author Assistant with Kevin Tumlinson
Are you getting value from the podcast? Consider supporting me on Patreon or through Buy Me a Coffee!
Amazon Music | Apple Podcasts | Spotify | Overcast | Castbox | Pocket Casts | Podbean | Player FM | TuneIn | YouTube
Let me know your thoughts by leaving a comment on YouTube!
Kevin Tumlinson discusses OPTIMIZING THE ROI OF AN AUTHOR ASSISTANT, including how authors can use an author assistant to improve marketing ROI, which publishing and marketing tasks make sense to outsource, how to evaluate return on investment, how AI can support an author assistant’s work, and how indie authors can free up time to write more while building a scalable, sustainable author business.
J. Kevin Tumlinson is an award-winning and bestselling author, a prolific podcaster and public speaker, and Chief Brand Officer of Author Anchor.
Episode Links
https://www.kevintumlinson.com/
https://kevintumlinson.substack.com/
Kevin’s previous appearances:
Episode 283 - Writing Pivots and the Power of Humility with Kevin Tumlinson
Episode 202 - Acting on Inspiration Anywhere with Kevin Tumlinson
Summary
In this episode of The Indy Author Podcast, Matty Dalrymple talks with Kevin Tumlinson about how authors can use an author assistant to improve marketing ROI, reduce administrative overload, and build a more sustainable publishing business. Their conversation focuses on practical strategies for outsourcing author marketing and business tasks, evaluating return on investment, and integrating AI responsibly, while keeping the author’s voice and brand intact.
AUTHOR ASSISTANTS AND AUTHOR MARKETING
Matty opens the discussion by framing the challenge many indie authors face: marketing is both essential and time-consuming, and often the work authors most want to outsource. Kevin explains that author assistants can handle nearly any online marketing task an author is expected to do, short of public-facing appearances. These tasks include managing ads on platforms such as Facebook and Amazon, handling social media posting, crafting and managing newsletters, setting up Shopify stores, or even helping run Kickstarter campaigns. The key, Kevin notes, is identifying what the author needs most help with and what activities are creating friction in the business.
They clarify that an author assistant is not limited to marketing alone, but marketing is where many authors first seek help. Kevin emphasizes that authors should start by asking themselves which tasks they dislike or consistently avoid, as these are often the best candidates for delegation. Outsourcing these responsibilities allows authors to focus more time and energy on writing, which is the core revenue-generating activity for most publishing businesses.
BALANCING AUTHOR BRAND AND DELEGATION
A concern Matty raises is how authors can outsource marketing tasks without losing their personal voice or brand identity. Kevin stresses the importance of establishing a clear author brand before bringing on an assistant. Brand, in this context, means how readers identify the author, what they expect from their work, and how the author presents themselves across platforms. Once that foundation is in place, an author assistant can help amplify the brand rather than dilute it.
They discuss hybrid approaches to content creation, such as having an assistant draft posts that the author edits to match their voice, or having the author create core content while the assistant handles posting and formatting. Kevin suggests that video is an especially effective tool for preserving authenticity, noting that authors can record short videos or interviews and then have an assistant repurpose the content into shorts, reels, or long-form videos for YouTube. This approach allows authors to remain visible and recognizable while delegating the technical and repetitive aspects of distribution.
SPECIALISTS VS. GENERALISTS
Matty and Kevin explore whether authors should hire a single generalist or multiple specialists. Kevin advocates for specialists whenever possible, especially for tasks that require technical expertise such as video editing, ad management, or design. However, he also sees value in having an initial author assistant who understands the author’s workflows, preferences, and brand. This person can act as a coordinator or manager when additional specialists are brought in.
Kevin explains that authors should not expect one person to do everything, as that creates bottlenecks and burnout. Instead, authors can gradually build a small team, each handling specific responsibilities. Consistency, especially in areas like YouTube posting or social media, is often more important than perfection, and an assistant can help maintain that consistency while the author focuses on higher-value work.
ONBOARDING AND DOCUMENTING PROCESSES
One of the most practical parts of the conversation centers on onboarding and process documentation. Matty notes that working with an assistant often feels harder before it gets easier, particularly in the early stages. Kevin agrees and emphasizes that authors should never hand off a task that is not documented. However, he reframes this as an opportunity rather than a burden.
Kevin recommends using the author assistant to help create or refine documentation as their first assignment. For example, an assistant might document the steps for editing and posting a podcast episode or managing a Kickstarter campaign. This collaborative process helps both parties learn how to work together, establishes clear expectations, and results in reusable systems. Kevin explains that this documentation also protects the author if the assistant leaves, making future onboarding faster and less stressful.
They also discuss communication preferences, with Kevin sharing that finding the right communication channel, such as Slack or text messages, can significantly improve efficiency. The early phase of working together is framed as an investment in future productivity.
THE ROLE OF INTERMEDIARIES AND SUPPORT
Matty contrasts working with an organization like Author Anchor versus hiring independently through platforms such as Fiverr or Upwork. Kevin explains that while authors work directly with their assistants on day-to-day tasks, an intermediary can provide support similar to HR. This includes addressing performance issues, handling disputes, and helping replace assistants if necessary.
Kevin clarifies that author assistants are real people, not AI, and that sourcing assistants from regions with a lower cost of living allows authors to pay reasonable rates without exploitation. He emphasizes that many assistants view this work as a career and bring valuable skills and experience to the role.
AI, AUTHOR ASSISTANTS, AND EFFICIENCY
AI plays a significant role in the conversation, particularly regarding how it intersects with author assistants. Kevin argues that authors should expect assistants to use AI tools where appropriate, as AI accelerates work and improves efficiency. He asks rhetorically, “Why wouldn’t you want them to use AI?” if it saves time and money.
They discuss the importance of setting clear boundaries, especially for authors who do not want their creative writing used to train AI systems. Kevin distinguishes between creative content and business materials such as transcripts or marketing copy, which many authors are comfortable processing with AI. Using AI in this way allows assistants to complete tasks faster, making the author’s investment more effective.
RETURN ON INVESTMENT AND BUSINESS THINKING
The conversation repeatedly returns to ROI. Kevin emphasizes that authors should not ask whether they can afford an author assistant, but whether an assistant can help increase revenue. He frames authors as small business owners who hire help to expand capacity, not as individuals looking for cost savings.
Kevin explains that any task preventing an author from writing or generating income is a candidate for delegation. He suggests that authors should aim to earn more than they spend on assistance, even if the margin is small at first. Over time, as systems improve and assistants become more effective, the ROI should increase.
They also discuss non-monetary ROI, such as reduced stress and peace of mind. Matty shares an example of hiring help with finances, noting that accuracy and reliability alone justified the expense. Kevin compares this to paying someone to mow a lawn, not because it generates income directly, but because it removes stress and preserves energy for more valuable work.
REDEFINING AUTHORSHIP AND FINAL TAKEAWAYS
Toward the end of the episode, Kevin challenges traditional ideas about authorship by sharing an example of a nonfiction author who uses an assistant to help draft books through recorded interviews and transcripts. He argues that authorship is about ideas and authority, not necessarily typing every word. Matty agrees that this broader view allows authors to focus on their strengths while still producing meaningful work.
The episode concludes with a shared perspective that author assistants can support nearly every aspect of an author’s business except the creative core, unless the author chooses otherwise. By delegating strategically, documenting processes, and evaluating ROI honestly, authors can build scalable systems that support both productivity and long-term growth.