An Interview with Lisa Vasquez of Stitched Smile Publications

Posted: December 23, 2015 by ajbrown in Uncategorized
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Back in October, Cate and I attended a festival in Beaufort (South Carolina). Though it was only a one day affair, Cate and I made it a weekend get-away with no children. After the festival we went to the house we were staying in and settled in for the evening. Before I went to bed that night I checked the good old Facebook (don’t judge me, you do it, too). While scrolling through posts about politics, religion, kittens, memes and some book-related things, I came across one that simply read something about someone’s book being published by Stitched Smile Publications.

I had never heard of that publisher before. I took out a pen and wrote these words: Research Stitched Smile Publications.

After arriving home the next afternoon, I sat at the computer and started researching. I found a Facebook page and a website that was in the process of being built.

During the information gathering, I came to realize Lisa Vasquez was associated with SSP. I contacted her, and guess what I found out? She wasn’t just associated with SSP, she was the founder. Being that I know Lisa works very hard at everything she does, I wanted to interview her and learn a little bit more about Stitched Smile Publications.

Let’s hop right in, why don’t we?

AJ: Lisa, not too long ago you made a decision to open a publishing house. What led you to do this?

LV: I’ve been sitting on the idea for quite some time but I think the fact that I didn’t know the ins-and-outs sort of held me back. Which is a good thing, I think, because I sat back and learned and did my time behind the scenes. As an author, I understand the pain of wanting to put your work out and having more control over what happens to it. An author’s choices are:
1. Submit to a “Big House” Publisher and hope for the best.
2. Submit to an indie publisher and hope they don’t get screwed over.
3. Publish it themselves.
The problem with publishing it yourself is not having the skills to wear all the hats necessary. I used my own book as a guinea pig, helped and volunteered whenever I could, and then finally felt confident that I could do it. That’s when Stitched Smile was born!

AJ: When you say you sat back and learned, what do you mean?

LV: I have a background in graphics and have been doing it for about 20 years for various industries. Printing, however, is so much different. If you don’t know about dpi and bleeds, you kind of spend a lot of time tossing things out that you spent hours on. So that was the first thing I tackled, because let’s face it, people do judge a book by its cover.

The second thing was learning about the industry itself. What publishers were doing that were good, and what they were doing that left room for improvement. What I found was a lack of author focus and development. The author ended up losing their identity in a lot of cases or just became a “new release”. Fans love to know things about the author and engage with them. There were other things like contracts, distribution, and marketing. I did a lot of promotional work but the book world is its own animal. Same basic concepts but different language.

AJ: How did you go about learning the things you needed to in order to feel confident in starting Stitched Smile Publications?

LV: I asked a lot of questions, trial and error, talking to others in the industry with more experience, and then I took on a position with another publisher (Burning Willow Press) as their Design Manager and got to see firsthand how it was done in real time. I applied what I knew, added what I didn’t, did a lot of trial and error with my own book, which I still continue to do, and then realized my approach was definitely unique and had some good results. I set money aside and then dove into it.

I think you just come to that moment where you feel like the only way you’re going to know if you got it is if you try it. I love what I do, and I love helping people and that added the final touch to my decision. If you don’t love what you do, you’ll never give 100%. That’s how I decided to just put my ducks in a row and start the process. I had the support of my amazing staff who got the word out, and then Jackie Chin teamed up with me and things rolled without much effort. We all knew we had a winning formula.

AJ: Sounds like you’ve done your homework. Where did the name Stitched Smile Publication come from?

LV: I wanted to branch out from my normal “persona”. I had Darque Halo Designs, and I always used wings or a halo as a brand. I wanted something that was reflective of this other side of me. It’s dark, it’s scary. It was a smile…with the darker element added to it. I don’t think there’s anything more unsettling than a maniacal grin. Since the publishing company specializes in dark content, I wanted something that appealed to both men and women. And one that would appeal to the reader. So I sat there and thought, ‘what would be the epitome of this?’ Well, one of my favorite characters is The Joker. His most memorable feature is his grin. It hit me right then that this is what I was looking for.

AJ: My favorite bad guy of all time is The Joker, and his smile is what people remember about him. I like the name and the logo. I think it fits.

LV: Thank you!

AJ: How did Jackie Chin come to be on your staff?

LV: Jackie and I were friends previous to this. I designed her new logo for her. We bonded rather quickly and she had me on her show, Zombiepalooza Radio. From there we just kept talking and when I told her what I was doing she sat back and watched me. One day she grilled the HECK out of me—which I loved because it showed me that I was really ready for this.

Then she asked, “I want to be involved, what can I do?” Now see, this was a scary decision because I love that woman and I respect her, so now the stakes were high because I didn’t want to let anyone down but least of all her because she’d done a lot for me and I know others had taken what she’d done for granted. Slowly, we began formulating an approach for marketing and I just let her run with it. Since that first day, she’s really put her heart into it and I’m happy to say she feels like it’s her home, as well. I couldn’t be more excited that she believes in us.

AJ: I’ve listened and watched Zombiepalooza Radio and I think she does a great job. She’s also quite intimidating, but she seems to have a heart of gold.

LV: Jackie is a go-getter. She’s a strong woman and knows her stuff. She comes off as hard, but she is focused and knows exactly where she wants to go.

AJ: One or two more questions and I’ll let you get back to work. I’m a writer. What do you have to offer me that other small presses (or even larger ones) cannot?

LV: What Stitched Smile Publications offers is a personalized plan for each author. We find out what they are great at and what they aren’t so great at and we build up the weaknesses so that they are a well-rounded author. Let’s face it, you have got to sell your book. It’s a product. Some people don’t think they can sell anything but in reality, anyone can sell.

What we do is take away the “car salesman” selling and teach them how to just do what they love. Work their personality into the marketing and put it out there. We also allow authors that have the skills to format their books, or design their own covers, a higher portion of the royalties. Finally, we have Jackie’s radio show. So now we’re reaching a global network with numbers that are nearly unattainable in the conventional way. We aren’t spamming the link to amazon on every Facebook group we can join, we’re inviting the readers to come to us.

Other than that, we have a badass team who are loyal and sincere in their intentions. We hold weekly meetings and allow the authors to attend. Everyone is an equal and every person’s ideas are considered when we brainstorm. There’s no one more important than the author. If the author isn’t happy, you aren’t going to have a productive relationship. It’s like a marriage. If one person isn’t happy they’re going to be looking for a way out. When we put a ring on it, we try to keep the honeymoon going!

AJ: That is an awesome way to go at it, one I am not sure I have seen or heard from any other publisher.

One last thing: Lisa, where can writers and readers find out more about SSP?

LV: We have a couple websites. The first one is the Stitched Smiles Publication Website. This is our landing site and a good place to start. In addition to that we have our SSP on Word Press where every staff member is allowed to post, including the authors! So potential readers get a place to learn about the authors, what they’re like and what’s in the future for them. And finally, we are on Facebook, Twitter, and Instagram.

AJ: Lisa Vasquez, thank you for your time. I’m sure you and your staff are going places

LV: Thank you, Jeff, for talking with me. It’s been fun!

AJ: Yes, it has.

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