Secrets of Best-Selling Self-Published Authors #10 – Jeremy Bates

Welcome to the tenth interview in the popular series, Secrets of Best-Selling Self-Published Authors. Today's guest is award-winning author Jeremy Bates. Jeremy is a Canadian/Australian author. His work typically explores the darker side of human nature and the novels in his "World's Scariest Places" series are all set in real locations, such as Aokigahara in Japan, The Catacombs in Paris, and Helltown in Ohio. He is also the author of the #1 Amazon bestseller White Lies, which was nominated for the 2012 Foreword Book of the Year Award. Without further ado, here he is, the talented Jeremy Bates:

Who are you and where do you come from? Do you think that your life experience has gone someway towards making you a successful author in your chosen genre?

Hey, Will. I was born in Canada but now live in Australia. In between I’ve lived all over the place, including Japan, Korea, the Philippines etc. And, sure, I think my life experience has shaped me as an author. Most of my books are set all over the world: Japan, France, Africa, and so forth. I like different places, exotic places. Also, the characters are often from all over, whether they are Japanese, German, British, Australian, French. Part of this is because of where the stories are seat, but I also like using international characters because a lot of people I’ve met, a lot of friends, are from different countries. And you write what you know about, right? I should also mention that living in Japan got me into the horror genre, which is what I write now. My first novel was straight up suspense. My second was more an action thriller. I only started writing horror because I knew about Aokigahara in Japan and thought it would make a great setting for a story. And, given the subject matter, it sort of had to be horror. Anyway, it kicked off the World’s Scariest Places series.

Many of your stories feature elements and tropes from different genres. For example, thriller, horror and travel adventure styles and themes populate most of your work – would you call yourself a slip-stream author? What genre do you most identify your work with?

I would call myself a horror writer, but I focus more on the story than on the genre. Simply put, if I get a good idea for a story, I’ll probably try to write it, regardless of genre. For example, I’ve written several novellas which I would broadly classify as horror, but they could just as easily be dark suspense, or psychological suspense. One even borders on sci-fi.

Where do you get your inspiration from for your writing and for the way you brand yourself as an author?

This is an easy question. I get my inspiration from scary real life places. If you do a google search on “scary places” you get pages and pages of results. As far as branding goes, I guess I’ve just branded my books as horror set in real locations.

Your stories are many things –  adventurous, violent, terrifying –  if you could pinpoint one thing in particular that has grabbed readers of your work, what would you say it is?

The settings. People seem to like that they are set in real locations that they could visit, if they so pleased.

You have enjoyed best-selling status on Amazon – is there a particular moment in your career as an author that you realized that you had done something right to get where you are now? Can you pinpoint what it was that spiked your success to date?

Deciding to self-publish. It’s been great to have complete control over everything. Also, I’m no longer writing for my publisher, or agent, or what I think they think will sell. I’m writing what I want to.

Your first novel was traditionally published. Did you try to get publishing contracts for your other books early on with traditional book publishers? If so, did you have any success there or if not what was it that made you decide to self-publish the majority of your work?

My first two books were traditionally published. White Lies hit #1 overall in the Paid Kindle Store. But this didn’t translate into a huge windfall of cash for me because traditional publishers take a massive chunk—especially if you’re a first-time author and have a crappy contract. Having said this, I still tried to get Suicide Forest traditionally published. I had a great agent work on it, and he sent it out to the Big Five and others. That was back in late 2013. But I finally got fed up with was all the waiting. It’s a long process if your book doesn’t get picked up right away. So by the time we decided Suicide Forest wasn’t going to sell, it was late 2014, and I already had the next book, The Catacombs, finished. My agent for that one—a different one at Curtis Brown—sent it out to do the rounds. He mentioned if The Catacombs sold, the publisher would probably want to pick up Suicide Forest too. But by then I’d already begun to think about self-publishing Suicide Forest. The way I saw it, even if The Catacombs sold right away, it wouldn’t be published for over a year, so I was looking at a 2016 release date. And if Suicide Forest sold as well, it wouldn’t come out until 2017. That was sort of nuts. I’m a pretty fast writer, and I realized I was going to have this big backlog of titles if I didn’t start self-publishing. So I self-published Suicide Forest. And it did well, sold well, got good reviews. This was when I gave up on traditional publishers. I realized I didn’t need them. I got the rights back to The Catacombs, and released that. I finished up a third book, Helltown, and put that out too. I also wrote four novellas. So instead of having maybe two new books out by sometime in 2017, I now have 3 novels and 4 novellas out in mid-2015. Come 2017 I’ll have a couple more novels out on top of this, plus more novellas etc.

Once you have decided that self-publishing might be your route, what financial and artistic considerations should you keep in mind before you begin?

I don’t really have any financial/artistic considerations. I do the covers and interiors myself. I have an editor I pay, of course, but it’s not too much.

What kind of marketing did you do to establish your author brand and what do you think is the most successful marketing for self-published authors?

One, I put links to my Amazon page in the back of all my Kindle books, making it easy for readers who have just finished one book to get the next. And two, I have one book permanently free. This is a big plus because it gets 1000 or so downloads a day, which is a great way to build a readership and far worth the money the book might be making if it weren’t free. Also, I offer a free novella on my website to people who subscribe to my newsletter. I’ve gotten about 5000 subscribers this way since January who I send emails to regarding new releases and so forth . . .


For more of this fascinating interview, please visit Self-Publishing Successfully for full transcript.

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Secrets of Best-Selling Self-Published Authors #9 – Armand Rosamilia

Hi again and welcome to the next fascinating interview in the popular series, Secrets of Best-Selling Self-Published Authors. This interview is with the very interesting Armand Rosamilia. Armand is a staunch indie author who has been at the coal-face of digital publishing for many years. Along the way he has written many great horror books and has supported and implemented many initiatives in the indie publishing world, especially in his favorite field of zombie horror fiction. Anyway, make sure you subscribe now to get on the mailing list for all updates and new-release information (there is a link with a special offer at the end of this interview if you'd rather get straight into it). Here he is, the talented Mr Armand Rosamilia.

Do you think that your life experience has gone some way towards making you a successful author in your chosen genre? Where do you get your inspiration from for your writing and for the way you brand yourself as an author?

I think life is definitely a great motivator for writing, and especially for my horror work. I use an old joke that I’ve killed my ex-wives over and over in stories, and it isn’t far from the truth. I can channel some of the negatives from my past and find closure in horrible thoughts and people. And kill them. In a story.

You write across a number of different genres, how important do you think diversification is for the survival and success of an indie author?

Build the Brand that is you. I am a horror author who’s had much success writing zombie books. I also write horror erotica, erotica, thrillers, contemporary fiction, ghostwritten a military romance… as long as you stay true to your voice you’re just writing a story with horror or thriller or erotica elements to it. The reader needs to love your writing style and voice first and foremost.

If you could pinpoint one thing in particular that has grabbed readers of your work, what would you say it is? I.e. what is it about your books that keeps your readers coming back for more?

I’d like to think the readers care about my characters and not just the main ones. They are invested in what happens to these people. They cheer for the ‘good guys’ and sneer at the ‘bad guys’ although sometimes it’s hard to tell who is really who. My favourite compliment was from a reader who read my “Dying Days” zombie book and said she dislikes zombie books and at a few points forgot it was a zombie book because the characters are so interesting.

Is there a particular moment in your career as an author that you realized that you had done something right to get where you are now? Can you pinpoint what it was that spiked your success to date?

I believe in Karma and helping others. I learned through trial and error simply yelling ‘buy my book, buy my book’ might get you a few initial sales but it pisses off many, many potential readers. I sell more books by helping other authors now, like my two massive zombie blog tours each year, Winter of Zombie and Summer of Zombie. I also love guest posts on my blog, I belong to several re-tweet groups and I collect author-signed books for soldiers in remote areas called Authors Supporting Our Troops. I am a mentor to a couple of new authors and try to answer every question anyone asks. I also do two podcasts on Project iRadio interviewing other authors to promote them. 

You formed your own publishing company (Rymfire Books) to independently publish your books – would you advise other authors to set-up a publishing company to publish their own books, or do you think that the same results can be achieved by a self-published author without forming a publishing company?

Rymfire Books was formed by a man who had money and thought he’d get rich in the publishing business about 5 years ago. He put out my book and some anthologies, got bored and handed it to me. I put out a few anthologies and some of my work but it got to be too much work. I sold the anthologies to Charon Coin Press, who does an excellent job with the “State of Horror” series. I concentrate on my self-published work through it now. In today’s world no one cares if you are self-published and don’t hide behind a pseudo-publishing name. I kept Rymfire Books around because I like the name . . .

For more of this fascinating interview, please visit Self-Publishing Successfully for full transcript.

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Secrets of Best-Selling Self-Published Authors #8 – Iain Rob Wright

The previous interviews I conducted in the popular series, 'Secrets of Best-Selling Self-Published Authors,' were such a hit with visitors to this site I decided it would be crazy not to continue them. I have got some wickedly good interviews lined up for you over the next month, including VIP guest interviews from best-selling indie authors Iain Rob Wright, Armand Rosamilia, David Moody, Jeremy Bates, Michael Bunker, J. Thorn, Michael Bray, Michael J Sullivan, Ruth Ann Nordin and Michale Thomas. If that wasn't enough, I hope to have a book from the first series of interviews ready for release by the end of August. The book is titled (surprise, surprise!) 'Secrets of Best-Selling Self-Published Authors.' It contains all the authors interviewed in the first series (Russell Blake, April M Reign, William Malmborg, Mark Edward Hall, Matt Shaw, Michaelbrent Collings and Matt Drabble). Included in the book is a lengthy analysis of their recommendations for self-published authors and for those thinking of self-publishing, along with useful tips and resources. The book will be available for pre-order early August and is essential reading for those interested in self-publishing. Make sure you subscribe now to get on the mailing list for all updates and new-release information. 

 

Right, let's get into it. Today's special guest, is best-selling indie author, Iain Rob Wright. Iain is from the English town of Redditch, where he worked for many years as a mobile telephone salesman. After publishing his debut novel, THE FINAL WINTER, in 2011 to great success, he quit his job and became a full time writer. He now has over a dozen novels, and in 2013 he co-wrote a book with bestselling author, J.A.Konrath. The three most important things in his life are his wife, his son, and his fans. His work is currently being adapted for graphic novels, audio books, and foreign audiences. He’s an active member of the Horror Writer’s Association and a massive animal lover. Here's the interview:

Who are you and where do you come from? Do you think that your life experience has gone some way towards making you a successful author in your chosen genre?

I am Iain Rob Wright, a horror author. What has helped make me a successful author is that I am a fan first, writer second. My books are the things, as a horror fan, that I would like to read.

Where do you get your inspiration from for your writing and for the way you brand yourself as an author?

My inspiration comes from the other people in my genre. I read a lot and learned to love horror from enjoying the work of Stephen King, Richard Laymon, James Herbert and many more. I also love movies and television, and get many ideas whenever I watch a particularly original film. After watching Legion, I gained the idea for The Final Winter, my debut novel.

If you could pinpoint one thing in particular that has grabbed readers of your work, what would you say it is? I.e. what is it about your books that keeps your readers coming back for more?

I think readers point out my characters as the part they most enjoy. I reuse characters across multiple books and like to have them change and grow. I also try to be original with my ideas. All of my books are different and I don’t just write about one thing.

Your first book, ‘The Final Winter,’ was very successful – how did you achieve such an impact with your debut novel and have you managed to replicate it since?

I have no idea. I published it and got a few sales, and then those sales kept increasing. What helped me in the early days is gaining a couple of really amazing fans who recommended my work a lot. They helped get my name around very quickly. A writer is nothing without readers, so I was very lucky to get those early fans.

You have enjoyed best-selling status on Amazon and have had your books adapted for Graphic Novels, Audio Books and foreign audiences – is there a particular moment in your career as an author that you realized that you had done something right to get where you are now? Can you pinpoint what it was that spiked your success to date?

When I started earning more from my books than I had been while working a full-time job. When I started earning enough to pay all the bills I realized that writing was my “job” now and not just a dream. Also, when I wrote a book with JA. Konrath, who I had been a fan of before I was a writer, it was pretty amazing.

Did you try to get publishing contracts for your books early on with traditional book publishers? If so, did you have any success there or if not what was it that made you decide to self-publish the majority of your work?

My second book, Animal Kingdom, was published by an American Press. Eventually I bought the rights back and self-published it. I’ll let that speak for itself.

I noticed that many of your kindle titles are published under the imprint of Dead Pixel Productions – is that your own publishing company or a collective? Do you think it is important for self-published authors to establish their own publishing company to publish their works? Do you think that the same results can be achieved by a self-published author without forming a publishing company?

Dead Pixel Publications is something I have just become a part of. It is a collection of authors all working beneath a single banner, dedicated to finding mutual success. It is very important to have allies in this business and far easy to find success with help. I’m always very happy to offer assistance so joining a group such as DPP made sense to me. It’s not vital for an author to start their own publishing group, but it is important to become a brand in their own right. Stephen King is synonymous with horror because his name has become a brand. That’s what an author should aim for.

Once you have decided that self-publishing might be your route, what financial and artistic considerations should you keep in mind before you begin?

Do the best with what you have. In the early days I did my own covers and editing. I made a few sales and put that money into hiring artists and editors. As I earned more money I hired better artists and editors. You can scale your business up, but you will only get back what you put in. It hurts paying $500 to an artist, but the cost will pay for itself when you reap additional sales.

What do you see as your most innovative promotional strategy?

Bookbub is the current number 1 sales promoter, but I have been testing Facebook ads with mixed success. The biggest mistake I made in the last few years was not maintaining an mailing list. It’s a big focus for me now and it’s a big tool being able to email a thousand people each time I have a new release. Trying new things is the key to success. You look at guys like Hugh Howey, J.A.Konrath, and Mark J.Dawson, and you see that they all got rich by being the guy to hit upon something first. Find the opportunities for yourself and you will reap maximum advantage. If you are a follower then you are forever chasing diminishing returns . . .

For more of this fascinating interview, please visit Self-Publishing Successfully for full transcript.

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Secrets of Best-Selling Self-Published Authors #7 - William Malmborg

Today I bring you the final long-awaited interview in the popular series Secrets of Best-Selling Self-Published Authors. Today's guest is author William Malmborg who is a successful writer of dark psychological horror/thriller fiction. From William's Amazon bio: "William Malmborg has been publishing short stories in horror magazines and dark fiction anthologies since 2002. In addition, four of his novels, JIMMY, TEXT MESSAGE, NIKKI'S SECRET and DARK HARVEST, are all available, as is a short story collection titled SCRAPING THE BONE that features five previously published and five original tales of horror. When not writing William caters to the whims of Toby and Truman, two cats who reside with him in Wheaton, IL."

Who are you and where do you come from? Do you think that your life experience has gone someway towards making you a successful author in your chosen genre?

My name is William Malmborg and I live in the Chicago suburbs.  It's hard to say whether or not my life experiences have played a part in my success simply because this is the only path I have taken.  I came into the publishing world during an interesting time.  For the first five years of my career, magazines were still printing stories and you submitted everything via the mail.  Social media wasn't a thing yet, and I had my first story published by a magazine before I had an internet connection on my computer.  During the second half of my career, magazines began to disappear, many of them with stories of mine that were supposed to be published, and publishing houses began to get goofy.  And then ebooks hit the marketplace, which opened up a whole new road toward publishing success.  Given all this, I think the fact that my first several years were spent in the trenches of the traditional publishing world – interacting with editors at magazines, facing rejection with work that wasn't ready for publication, and having other stories bought and published that were ready – helped in giving me an edge when the ebook marketplace arrived.            

Did you try to get publishing contracts for your books early on with traditional book publishers? If so, did you have any success there or if not what was it that made you decide to self-publish the majority of your work?

For the first ten years of my writing career, traditional publishing was the only real route an author could take if they wanted to make a living.  During that time, my short stories sold frequently to horror and suspense magazines, but my novels had a difficult time.  Just having a publisher agree to read the first fifty pages seemed a monumental success, and if they then wanted to read the entire thing . . . well, let’s just say that such was so rare that it in itself was a moment worthy of celebration. 

My novel JIMMY was the one that I strived the hardest to have published during that early period of my career, though I did have others, TEXT MESSAGE, SIMPLE LIES and THE MISSING KID, which publishers looked at as well.  Nothing was ever accepted during those early years of submission, the typical reason being that the editors felt the serial killers within my novels were too likable, and that readers would have a difficult time dealing with that.  “Who do they root for?” was a common question they asked.  Year after year, this went on, until finally Don D’Auria at Dorchester Publishing informed me (a year after I had submitted the novel) that he really enjoyed JIMMY, and that he would like to make an offer on it.  First, however, it needed some rewrites, specifically the portions of the novel written in the interview format.  He wanted the entire thing as a third person novel.  Two months later, I sent him the new version of JIMMY, one that was actually better than the original version had been.  Following that, sale imminent, I went on to do some self-imposed rewrites for TEXT MESSAGE, because I felt that would be a good follow up to JIMMY.  This did not happen.  Dorchester Publishing started to spiral toward bankruptcy before JIMMY could be published, and while I stuck with them for nearly a year, I eventually did the right thing and took the novel elsewhere.

Following that, thinking other publishers would be interested in having a novel that had been ready for publication with another publishing house; I began sending queries for JIMMY to everyone that was accepting proposals.  Each one was rejected.  No one was interested in JIMMY, which really surprised me.  During that period, I began to hear success stories from authors that were uploading titles to the Amazon Kindle.  Intrigued, I did as much research as I could on this new method of publishing, and then, once I made the decision to jump in, hired a well-known artist to create a cover, and uploaded it.  A few months later, it was a bestseller on Amazon and had made me more money during that short period of time than I had made in the first ten years of my writing career combined.     

Why self-publish?

I self-publish the majority of my work simply because it is the most logical and profitable method of delivery within the US right now.  With foreign language editions, I still use traditional publishers within the countries where the titles will be released since they know their markets the best.  

Once you have decided that self-publishing might be your route, what financial and artistic considerations should you keep in mind before you begin?

One of the biggest misconceptions of self-publishing is that it carries no overhead.  After all, with print-on-demand, the printer only has to print copies as they are ordered, and with ebooks, it is nothing but computer code that is stored within a device.  However, there are other costs to consider, upfront ones that are important in making it so the book will be noticed by the public and enjoyed once it is read.  The first cost; the cover.  If you want to be treated like a professional author, one whose work is going to stand alongside authors who have major publishers behind them, then you need to have a professional create the cover.  Poor covers are the most common reason why books are passed over when a potential reader is looking for their next fix.  It doesn’t matter how amazing the writing within is, if people aren't going to pick it up and open it, it might as well be four hundred blank pages.  Second: editing.  You need a professional to look over your work once it is completed.  Mistakes happen and it is nearly impossible for an author to catch their own when they have lived with the work, day in and day out, for months at a time.  Initial sales via a fantastic cover are great, but nothing will knock a title down like poor reviews due to editing and grammar errors.  Now, will these two things guarantee success?  No.  Nothing will ever do that.  But it will make the chances of success more likely.       

What do you see as your most innovative promotional strategy?

Honestly, I don’t really have a promotional strategy.  I simply write and release the work.  Initially, I always price my new releases at 99 cents, so that the readers who have been with me from the beginning will be treated to a great deal, but after that, once the price goes up to my typical $4.99, I step back and let word of mouth do its thing.   The only exception to this is when I’m able to get a book promoted by BookBub.  When that happens, I once again lower the price to 99 cents for the days they market it and enjoy the snowball effect as the initial sales from the ad bump the title into several top ten categories, which then brings in more sales . . . 

For more of this fascinating interview, please visit Self-Publishing Successfully for full transcript.  

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Secrets of Best-Selling Self-Published Authors #6 - Russell Blake

Today, I bring to you the last in the first run of the popular interview series:  Secrets of Best-Selling Self-Published Authors. This interview imparts a lot of valuable wisdom that serves as a nice summary to this series. Russell Blake is a best-selling self-published author who has steadily climbed the sales ranks since he embarked on his prolific career. From his bio:

"Featured in The Wall Street Journal, The Times, and The Chicago Tribune, Russell Blake is the USA Today bestselling author of twenty-eight books, including Fatal Exchange, The Geronimo Breach, Zero Sum, King of Swords, Night of the Assassin, Revenge of the Assassin, Return of the Assassin, Blood of the Assassin, The Delphi Chronicle trilogy, The Voynich Cypher, Silver Justice, JET, JET – Ops Files, JET II – Betrayal, JET III – Vengeance, JET IV – Reckoning, JET V – Legacy, JET VI – Justice, JET VII, Sanctuary, Upon A Pale Horse, BLACK, BLACK Is Back, BLACK Is The New Black, and BLACK To Reality.

Non-fiction includes the international bestseller An Angel With Fur (animal biography) and How To Sell A Gazillion eBooks In No Time (even if drunk, high or incarcerated), a parody of all things writing-related.

Blake co-authored an action/adventure novel, The Eye of Heaven, with legendary adventure author Clive Cussler, to be released by Penguin in September, 2014.

Blake lives in Mexico and enjoys his dogs, fishing, boating, tequila and writing, while battling world domination by clowns.

Russell is a proud member of RABMAD – Read A Book, Make A difference."

Let's get into it, here he is, Mr Russell Blake:

You are a New York Times Best-selling author who has published most of your own work – can you tell us how you managed to get on the NYT best-sellers list? I.e. Obviously you sold a lot of books but what is it that you did to get on that particular list and receive that distinction?

I’ve been on the NYT and the USA Today bestseller lists numerous times, both co-authoring with Clive Cussler as well as with a few of my self-published efforts. I honestly don’t remember the first time, but I think it was a bundle I did that featured JET, which is also my biggest selling series.

  

Where do you get your inspiration from for your writing and for the way you brand yourself as an author?

I like to say it’s a combination of fear and desperation that drives the ideas, although the truth is that real life offers so many ideas the shortage isn’t in potential plots, it’s in the time to write them. I was a big fan of all the usual conspiracy thriller authors when I was growing up – Ludlum, Le Carre, Higgins, Follet – and so when I decided to try my hand at writing I gravitated toward what I read. I mean, I also love Tom Harris and Stephen King and the usual marquee names, but I cut my teeth on conspiracy/espionage thrillers, so that’s what I started with, and it later evolved into more of an action thriller thing, a la James Bond-ish fare. As to my branding, I struggled initially, because I wanted to avoid being pigeonholed as any one thing, but I quickly figured out that you need to be able to quickly summarize who you are for readers, as in, at a glance, or for many it’s just too muddled and they move on to something that’s clearer. As an example, Clive Cussler, you know exactly what you’re getting. Robert Ludlum, same thing. So I wanted to brand myself the go to guy for action thrillers, which is what I ultimately focused on. Ironically, I’ve written noir mysteries with my BLACK series, which does very well, and have tried my hand at everything from NA romance under the R.E. Blake pseudonym, to conspiracy fare like Umberto Eco and Dan Brown write, but what I think most identify the Russell Blake brand with is action thrillers, which is how I prefer it.

  

How important do you think non-fiction titles are to self-published authors hoping to enjoy best-selling status? I.e. Do you think that your non-fiction titles have helped your fiction sell and/or vice-cersa? 

 My non-fiction have done zero for my fiction. If anything, that was one of the early lessons I learned: target a genre with laser focus and establish yourself in that genre. Don’t dick around trying to be all things, be really, really good at one thing and become known for it, then, if you want, try branching out – but only after you’ve made your mark and are well established in your target genre. Don’t genre hop, don’t get distracted, and most importantly, make it very easy for your reader to know what they’re getting when they buy one of your books. You bounce around, you’re a question mark, and life’s too short for most to guess what you’re going to deliver next.

You are a best-selling Amazon author – can you pinpoint what it was that spiked your success to date? Apart from the writing is there anything that you can isolate that helped your books climb the ranks?  

Sure. I remember when Amazon’s Select program first came out in December of 2011, I didn’t participate in it for the first month, and then regretted the hell out of not doing so when I saw some of my buds hitting massive sales numbers after free promotions. So I put a book into the program in January, 2012 – The Geronimo Breach – and I want to say it sold five or six thousand copies after a free run, and pulled sales of my other dozen titles with it. For about six months there, it was like you could do no wrong with Select and a free run because of how the algorithms treated the free downloads, and you’d shoot into the top 10 on the Amazon store as paid after it was done. That visibility brought thousands of sales of a title, and because I had so many titles I could run a Select promo on, I was able to do a new title every three weeks or so and restart the cycle. By the time the algorithms softened somewhat, I’d already had ten or twelve bites at that top 100 apple, and the sales became self-sustaining as readers began trusting the brand to deliver what they wanted. But I think it really turbocharged when I released the first four installments of my JET series in Oct-December of 2012. It really went massive from that point on, and I remember spring of 2013 I was pinching myself at the sales figures every month. Those were truly the good old days.

  

For more of this fascinating interview, please visit Self-Publishing Successfully for full transcript.
 

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