Richard and Victoria Wolf | 11022026
Guest: Richard and Victoria Wolf of Wolf Design and Marketing
Host: Randy Chaffee
Producer / Director / Co-Host: Wes Wyatt
📌 Episode Overview & Intro Chat
Show Intro & Banter:
Randy and Wes open the show trading jokes about new glasses, "semi-dark" facial hair, and Randy's hybrid book tour of signing books and "kissing babies."
Randy credits his editor, Gail, plus Richard and Victoria, as the team behind his book, Asphalt and Algorithms.
Welcoming Richard and Victoria Wolf:
Victoria founded Wolf Design and Marketing 33 years ago as a self-taught graphic designer. In 2016, a colleague asked her to design a book cover; she was instantly hooked, and she shifted the business to books only.
Rich spent about 30 years as a road warrior running his own food brokerage, joined Victoria in 2020, and now serves as a publishing consultant focused on distribution and book marketing.
🎨 Why Book Covers Are the Ultimate Design Challenge
Wrapping Your Head Around the Story:
After 15 years of logos and websites, Victoria found covers to be the biggest creative challenge: capturing the story, fitting the genre, and making the author happy.
Fitting the Genre:
Readers are creatures of habit. Romance, sci-fi, and business readers expect covers that look a certain way, so a cover has to stand out while still fitting in.
The Author Has the Final Say:
Victoria always honors the author's vision while offering expert guidance. In the end, the author gets what they want.
🔧 The "Title Tinker": Hearing That Your Baby Is Ugly
The Tough Conversation:
Randy's original working title was "My Journey to Hybrid." The team told him it could be better, and Rich usually delivers that kind of news.
Dixie's Reaction:
When Randy told his wife, Dixie, that the team didn't like his title, she said she was glad somebody finally told him.
"Kind of Like It" Isn't Good Enough:
When Randy said he thought he was okay with the new title, Rich pushed back: you have to love it. The team provides options, but the author makes the final decision because their name is on the book.
The Outside of a Book Is a Marketing Piece:
The title sparks curiosity, the subtitle tells readers whether the book is for them, and the cover and back reinforce the whole package.
🤝 Surround Yourself With People Smarter Than You
No Yes People:
Randy says leaders who hire yes people get "okay" results. Listening to experts turned a fine book into one he is truly proud of.
The 80/20 Rule of Book Marketing:
Rich told Randy he was good at marketing but had never marketed a book. About 80% of marketing knowledge carries over; the 20% that is unique to books makes all the difference.
📖 Helping Authors Build a Legacy
The 80% vs. 1% Gap:
Rich points to a survey where about 80% of people said they want to write a book, while only about 1% actually become published authors.
First-Time Authors:
Most of their clients are first-time authors, and helping someone realize that dream is what makes it a "feel good job."
Keeping Up So Authors Don't Have To:
With AI and constant industry change, they track the options, pros, and cons so authors can focus on writing their message.
🚧 What Stops People From Writing Their Book
"The World Doesn't Need Another Sales Book":
Rich says your perspective has never been told. Ten sales books will all be different because each author brings a different lifetime of experience.
Fear and Imposter Syndrome:
Victoria, an author herself, says many writers panic near the finish line, worrying what people will think. Her own editor found the title for her book.
Stories Are the Base of Knowledge:
If people never shared their stories, knowledge could not grow. Writing a book is hard, scary, and costs something, but it is worth it.
The Value of an Editor:
Randy shares how Gail held him accountable with scheduled check-ins and refused to accept "good enough," without ever changing his voice. Victoria adds that an editor stands in the reader's shoes.
A Book Is a Point in Time:
Your book reflects what you believe today. That is what second and third editions are for.
⏰ There Is No "Right Time"
Getting Ready to Get Ready:
Randy recalls offering to delay the podcast launch years ago. Wes refused: the date was set, and they were going live. Victoria calls that delay "getting ready to get ready."
Just Start:
Some authors write for 10 years in small pieces. The project takes what it takes, but nothing happens until you start.
Under-Promise, Over-Deliver:
The team mapped out a realistic timeline with Randy, held him to it, and finished well ahead of the original target date.
Self-Publishing Doesn't Mean Publishing by Yourself:
You are the publisher, but nobody should write and publish a book entirely on their own.
🎙️ Closing & Should-Ask Questions (SAQs)
Rich's SAQ:
Before writing, ask a professional about the process, the team, and the potential cost. Wolf Design and Marketing offers free 30- to 45-minute initial consultations, and Rich warns that the internet will confuse you more than it educates you.
Victoria's SAQ:
"Should I design my own cover?" Her answer: no.
Physical Books Still Win:
Print books outsell ebooks and audiobooks, and physical books are making a comeback with younger readers.
💡 Key Takeaway
"Everybody has a story worth telling. Don't wait for the right time, don't settle for 'okay,' and don't go it alone. Build a team of experts who will challenge you, then make the final call yourself, because your name is on the book."
Victoria Wolf:
https://www.linkedin.com/in/victoriawolf/
Wolf Design and Marketing:
https://wolfdesignandmarketing.com
https://www.linkedin.com/company/wolf-design-marketing
https://www.facebook.com/wolfdesignandmarketing
https://www.youtube.com/@WolfsOnBooks
Randy Chaffee:
https://www.linkedin.com/in/randychaffee/
https://www.facebook.com/therandychaffee
Source One Marketing:
https://www.sourceonemarketingllc.com
Building Wins:
https://www.buildingwins.live
Wes Wyatt:
https://www.weswyatt.com
https://www.linkedin.com/in/weswyatt/
https://www.facebook.com/weswyatt/