Richard and Victoria Wolf

WHO’S ON WITH US TODAY?

Host: Randy Chaffee – “the Hybrid Road Warrior” and face of Building Wins Live

Producer/Director: Wes Wyatt

Guests:

Victoria Wolf – Creative Director & Book Cover Designer, Wolfe Design & Marketing

Rich Wolf – Publishing & Marketing Consultant, Wolfe Design & Marketing

ABOUT OUR GUEST(S)

Victoria is a self-taught graphic designer who pivoted in 2016 to specialize in book cover design—hooked by the creative challenge of capturing a story, fitting the genre, and delighting the author.

Rich spent decades as a road-warrior rep (then a financial advisor) before joining Victoria to handle publishing logistics, distribution, positioning, and book-launch marketing. Together—with editor Gail (The Savvy Red Pen)—they guide first-time and repeat authors from final draft to market-ready book and sustained promotion.

MAIN POINTS

Build the right team (then listen to them): Editor + designer + publishing/marketing pro. Don’t try to be the most intelligent person in the room—hire experts and let them challenge your assumptions.

Titles & covers are marketing, not memoir: The “title tinker” process aims for attention + curiosity; the subtitle clarifies value and fit. Balance the author's vision with what works in the genre. You shouldn’t just “like” a title—you should love it.

Genre signals matter: Readers are creatures of habit; cover design must feel native to the category while still standing out.

Editing is hard—and worth it: Accountability and iteration protect the reader experience and the author’s legacy. A book is a point-in-time snapshot; new editions can reflect future advancements in knowledge.

Your story is needed: Market “saturation” is a myth—your voice, lens, and experience make even familiar topics fresh.

Marketing books ≠ marketing everything else: Many principles carry over, but there are nuanced differences in distribution, positioning, and launch strategy—get specialized guidance.

Manage expectations & timelines: Under-promise, over-deliver, and let the project take the time it needs to be great.

Self-publishing ≠ do-it-alone: Hire pros; don’t design your own cover; consult early (they offer free 30–45 min intro calls).

Start before you’re “ready”: Avoid “getting ready to get ready.” There’s no perfect time—begin, then refine with the team.

NOTABLE QUOTES

“You pick the right people to be in your room—and you gotta listen to them.” — Randy Chaffee

“Book covers are the ultimate challenge—you have to wrap your head around the story, fit the genre, and make the author happy.” — Victoria Wolf

“The title, cover, and subtitle are a marketing piece—attention and curiosity first.” — Victoria Wolf

“I wasn’t going to accept ‘I think I like it.’ You have to love your title or we’re not doing it.” — Rich Wolf

“Self-publishing does not mean publishing by yourself.” — Rich Wolf

“Everybody has a story—someone needs to hear your perspective.” — Rich Wolf

“Don’t design your own cover.” — Victoria Wolf

“The internet will confuse you more than educate you—talk to a pro early.” — Rich Wolf

“Stop ‘getting ready to get ready’—start, then refine.” — Victoria Wolf