Zena Shapter

Zena Shapter is a multi-award-winning Australian author and creativity advocate known for her dynamic blend of storytelling, mentoring, and publishing expertise. With her books spanning fantasy, speculative fiction, and contemporary genres—including When Dark Roots Hunt (2024 Ditmar Finalist)—Zena reaches the hearts of readers while empowering writers to do the same. She leads a thriving creative support business working with clients across Australia, the UK, and the US, offering editing, mentoring, book design, and publishing strategy. Founder of the Northern Beaches Writers’ Group and frequent speaker at festivals and councils, Zena is a champion for inclusive creativity and accessible storytelling. With her warm guidance, emerging authors learn how to get their work publisher-ready or take the reins to self-publish confidently. Zena believes stories are our greatest invention—and she’s passionate about helping others find, shape, and share theirs.

What if creativity was your greatest business asset?

In this inspiring episode of Talking with the Experts, Rose Davidson sits down with award-winning author, creativity advocate, and book mentor Zena Shapter for a masterclass in publishing, storytelling, and building a sustainable creative business.

Zena’s journey as a multi-genre author, editor, and founder of the Northern Beaches Writers’ Group gives her a unique lens on how writers can thrive in today’s publishing landscape. She shares insights from her creative support business—where she mentors clients from Australia, the US, and the UK—and how she guides authors through the often confusing world of traditional and self-publishing.

You’ll learn:

• What publishers are really looking for
• How to prepare your manuscript (and your mindset)
• How to run a heart-led creative business
• Why inclusive storytelling is more important than ever

Zena offers both practical strategies and inspirational motivation to help you take your creativity seriously—and share it with confidence. Whether you’re writing a novel, planning a nonfiction business book, or just curious about publishing, this episode offers a clear and compassionate roadmap forward.

🎧 Tune in and let your story take flight.

📌 THREE Key Takeaways:

1. You don’t need to wait for permission. Learn how to publish and promote your work your way.
2. Creativity is a business tool. Build a sustainable creative business that works for you.
3. Stories change lives. Learn how to motivate yourself and others to write and lead through storytelling.

Zena Shapter’s Background and Writing Journey

• Zena has always had a natural inclination toward writing, with early signs appearing in childhood when a teacher accused her of plagiarism due to the quality of her poetry.
• She studied English literature at university and worked in publishing before becoming an intellectual property solicitor for financial reasons.
• She eventually returned to the creative industry, recognizing that she had strayed too far from her true path.
• Her legal background in intellectual property law now helps her assist clients with copyright issues in their writing.

Copyright and Intellectual Property Considerations in Writing

• Authors frequently make the mistake of copying and pasting lyrics or passages from other works without permission, which constitutes copyright infringement.
• Writers must obtain permission to use copyrighted material or find alternative ways to express their ideas through paraphrasing.
• The same copyright protection principles that protect other creators’ works will also protect an author’s own creations once published.
• Educational use of copyrighted material is more permissible than commercial use, but authors must be mindful of the different rules in professional publishing.

Initial Steps for Writing a Business Book

• Business owners should first identify their target reader and market to understand what content would be most beneficial.
• Authors should resist the temptation to include all their knowledge in one book, as they likely have multiple books worth of material.
• The process should begin with breaking down knowledge into manageable themes that readers can absorb effectively.
• Writers should start by creating an introduction that explains the book’s purpose and identifies the top takeaways for readers.

Developing Writing Skills and Structure

• Authors should begin writing anywhere, such as an introduction addressing the reader directly about the book’s objectives.
• The writing process will naturally reveal key points that can become chapter topics, typically around ten main concepts.
• Both fiction and nonfiction require proper story structure that builds toward a climactic resolution.
• Business books should identify a core problem or anxiety that keeps readers engaged and motivated to find solutions.

Story Structure Principles for Nonfiction

• Nonfiction books follow the same structural principles as fiction, building toward a climax that represents the highest point of tension.
• The climax in business books occurs when the reader faces the consequences of not solving the presented problem.
• Authors should start with basic concepts and gradually increase complexity and detail throughout the book.
• The structure should mirror storytelling techniques used in jokes, starting with background, adding detail, and ending with a powerful conclusion.

Cost Management and Publishing Options

• Authors should begin the feedback process without spending money by sharing drafts with friends, family, and colleagues in their field.
• Feedback should be gathered sequentially rather than simultaneously to allow for iterative improvements based on each reader’s input.
• Professional manuscript assessments can cost over a thousand dollars but provide valuable professional feedback for skill development.
• Authors can choose between expensive professional editing services and more affordable self-editing approaches depending on their budget.

Professional Editing and Quality Considerations

• Professional editing is crucial for maintaining reputation, especially for business professionals using books to establish expertise.
• Poor quality publications can damage an author’s professional standing and credibility in their field.
• The book serves as a platform for generating additional business opportunities rather than direct revenue from book sales.
• Authors can work with professional editors or learn to self-edit depending on their resources and timeline.

Publishing Logistics and Distribution

• Print costs can be managed by shopping around different printers and using print-on-demand services to avoid large upfront investments.
• E-book formatting is more affordable and can be learned through online resources or outsourced to professionals.
• Authors should use aggregator services like IngramSpark rather than Amazon exclusively to reach multiple distribution channels.
• Print-on-demand services eliminate the need to purchase thousands of copies upfront while maintaining professional quality.

ISBN Requirements and International Distribution

• Every book needs an International Standard Book Number (ISBN) for proper cataloging and distribution.
• ISBNs can be purchased individually or in bulk from Thorpe Bowker in Australia for self-published authors.
• Amazon uses its own ASIN system, but ISBNs provide broader international recognition and distribution opportunities.
• Traditional publishers handle ISBN acquisition as part of their publishing services.

Book Launch and Marketing Strategies

• Authors can organize multiple launch events in different locations and formats to maximize exposure and reach diverse audiences.
• Marketing approaches should align with the author’s natural strengths and authentic communication style.
• Social media, in-person events, podcasts, and book reviews all represent viable marketing channels depending on the author’s preferences.
• Professional book marketing specialists are available, but authors can learn and implement marketing strategies themselves with proper education.

Authentic Marketing and Personal Strengths

• Marketing efforts must be authentic and align with the author’s personality to be effective with audiences.
• Authors should focus on marketing channels where they feel comfortable and can communicate with authority.
• Different approaches work for different people, including recorded presentations, live speaking, or written content depending on individual skills.
• The key is identifying personal strengths and leveraging them for promotional purposes rather than forcing uncomfortable marketing methods.

Ikigai Concept Applied to Writing

• The Japanese concept of Ikigai involves finding the intersection of what you love, what you’re good at, what you can be paid for, and what the world needs.
• Writing projects should align with the author’s passions and areas of expertise to ensure authenticity and authority.
• Authors must assess whether their book topic addresses a genuine need in the marketplace.
• The financial viability comes not just from book sales but from the broader business opportunities the book creates.

Zena’s Latest Work and Creative Inspiration

• “When Dark Waters Burn” is Zena’s newest science fantasy novel set on an alternative world with unique environmental challenges.
• The book was inspired by contemporary Australian housing affordability issues, translating real-world concerns into a fictional setting.
• The story features carnivorous trees and giant water ants while exploring themes relevant to modern readers.
• The book combines adventure, action, drama, and romance while resonating particularly with Australian audiences.

Next Steps

• Authors should begin by identifying their target audience and core message before starting the writing process.
• The publishing journey requires careful consideration of budget allocation between professional services and self-managed tasks.
• Marketing strategies should be developed based on individual strengths and authentic communication preferences.
• Writers need to view their book as a long-term investment in their professional reputation and business development rather than a direct revenue source.

• Zena Shapter is a multi-award winning author of science fiction, fantasy, and contemporary fiction who previously worked as an intellectual property solicitor before returning to the creative industry.
• Intellectual property knowledge proves valuable when writing and helping clients, particularly in addressing copyright infringement issues such as unauthorized use of song lyrics or text passages in written works.
• The first step in writing a book is to consider the target reader and market, focusing on what readers would benefit from most rather than trying to include all knowledge in one book.
• When developing a book, Zena recommends starting by writing an introduction to discover key takeaways that could become chapters, then creating a proper structure that builds toward a climax or solution to the reader’s problem.
• Both fiction and non-fiction books benefit from story structure that builds tension toward a climax – in non-fiction, this means addressing a problem that keeps readers up at night and providing a solution.
• Before investing money in publishing, authors should first get feedback from friends, family, and colleagues interested in the subject area, making revisions before seeking professional help.
• Professional manuscript assessments can cost over $1,000 but provide valuable feedback to improve writing quality before publication, which is especially important for professionals using books to establish expertise.
• Books often generate income indirectly by establishing the author’s reputation as an expert, leading to consulting work, better job opportunities, or speaking engagements rather than through direct sales.
• Self-publishing costs can be managed by using e-book formats, print-on-demand services, and aggregator services like IngramSpark that distribute to multiple online stores rather than exclusively using Amazon.
• An ISBN (International Standard Book Number) is a unique identifier required for books to be recognized internationally by booksellers and libraries, which can be purchased individually or in bulk for self-publishers.
• Book promotion can include multiple launch events in different locations, with marketing approaches varying from social media and podcasts to in-person events and advertising based on the author’s strengths and preferences.
• Successful book marketing should align with the author’s authentic strengths and preferences rather than forcing approaches that feel unnatural, as audiences respond better to genuine communication.
• The concept of Ikigai applies to book writing – creating something you love, are good at, that the world needs, and that you can be paid for – with marketing helping address the “can be paid for” component.
• Zena’s newest book “When Dark Waters Burn” is a science fantasy that draws parallels with contemporary issues like Australian property prices, demonstrating how fiction can address real-world concerns.

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