Two Book Coaches Talk Shop: Bad Books, Short Reads, and the Afghani Hot Dog Story | A Conversation with Azul Terronez

This is the complete recorded conversation between Richard Lowe and author coach Azul Terronez, host of the Born to Write podcast, on September 5, 2019, lightly edited for readability. The call preceded Richard’s full Born to Write interview, recorded the following week, and runs as a compact interview in its own right. Historical book counts appear as spoken; current figures are bracketed.

The thirty-second career

Azul Terronez: Tell me something about yourself beyond what you shared already.

Richard Lowe: I spent 33 years in the technical industry: VP of consulting for two companies, then senior designer for the Las Vegas Valley Water District’s water system, then Trader Joe’s as director of technical services. After 33 years I decided I’d rather work for myself and pursue my passion of writing, so in 2013 I left my job, jumped off the cliff so to speak, and became a professional writer. It’s gone very well ever since: 60 books published [113+ as of 2026], 27 nonfiction and the rest fiction, plus coloring books and puzzle books, and I’m on my 29th ghostwritten book [54+ as of 2026].

Azul Terronez: What are the topics of your own books?

Richard Lowe: I started with a couple of passion projects: computer security, and survival after disaster. Then management books, then LinkedIn, which became a Kindle bestseller for a few days, then how to sell on eBay, and then a little fiction. That’s what I’m pursuing more of now; I’m working on a couple of novels, and it’s a lot of fun.

Azul Terronez: Did you quit your job before deciding to write, or write first and then quit?

Richard Lowe: I’d been writing technical manuals, magazine articles, and blogs for years and years, so I knew I could write; I just hadn’t sold anything yet. I decided I can make it and I’m going to make it. And I’m a technical person, so I figured I could always fall back on consulting.

Azul Terronez: Were you surprised by the results?

Richard Lowe: Surprised I did so well, because a lot of writers get discouraged when their work doesn’t sell. I branched into a lot of areas, some sold, some didn’t, and then I found freelancing and ghostwriting, which sold very well; customers like what I write and keep coming back. The real surprise was the marketing: it didn’t quite dawn on me that I’d have to become a salesman. I went into computers because I was kind of introverted. I’m really not introverted anymore, because you can’t be, as a freelancer. I had to learn promotion very fast, and it’s working out.

The first ghostwritten book: wrestlers, Afghanistan, and hot dogs

Azul Terronez: Of your recent books, which gives you the most joy to talk about?

Richard Lowe: My first ghostwritten book. Not joy, exactly, but the most interesting. About five years ago, at a writing critique group, working on my science fiction book, which I’m still not finished with, I ran into a guy starting a ghostwriting company. He took one look at me and hired me on the spot as a ghostwriter, at a thousand dollars for an entire book, which is petty cash; I think I was earning 50 cents an hour. The project had already passed through another ghostwriter, who was actually a professional wrestler, who quit. The notes I inherited, I couldn’t even call them notes.

The client was an Afghani man, so I had to learn Afghani culture and Muslim culture, neither of which I knew anything about, and interview a man who barely spoke English, and build his book from loose notes and a few interviews. Then he decided to go back to Afghanistan and never finished, so I completed what I could. My favorite story from it: before the Soviets invaded in 1978, he flew to the US for school with his brother, and the stewardess offered them hot dogs. He refused, and as she walked away, he turned to his brother and said: they eat their dogs in the US. Can you believe that?

Learning experience number one: a thousand dollars for a book is ludicrously low. I did a couple more for him, then left, and the next day pulled in a $10,000 book, and the day after that a $15,000 book. Literally within two days.

My favorite projects since have probably been the artificial intelligence books: a new area for me, but I’m technical, and they’re aimed at the business level. It’s always a good time, because I choose good customers. That’s the thing about freelancing: employed, you can’t really choose your boss; freelance, you choose your clients. There have been a few times I’ve said goodbye, gut-wrenching, because I wanted to do the work, but also very satisfying, because I don’t have to put up with things. You try to correct it first, communicate, find out what’s really wrong; but if worse comes to worst, go find another ghostwriter.

The three walls

Azul Terronez: Where did you find your focus to publish? What was the learning curve?

Richard Lowe: I actually wrote a book called How to Make a Living as a Professional Self-Published Author that goes through this. I call them the walls. First there’s the wall of writing: everybody has to learn to write a good book. Then the wall of publishing: oh my god, I need to publish this thing, and it’s intimidating. I’m technical, so once the vocabulary like ISBN was cleared up, the screens were fairly straightforward, especially after publishing so many. Then came the wall of marketing, and that’s the real barrier for most writers. That’s where I ran into problems, and it’s one reason I moved toward freelancing: it’s a lot easier to market myself.

Azul Terronez: You’re a doer; you jump right in. I think many people’s mistake is fear: if you wait for perfect, you’ll never write another book. You’ll just be the person who talks about wanting to write one.

Your first book is going to be crap, and that’s the plan

Richard Lowe: I also do book coaching, and one thing a lot of authors get hung up on is that the first book has to be perfect. I tell them: your first book is going to be crap. Period. It doesn’t matter if you spend six years on it. Publish it, then publish your second, and your third, and each one gets better, and finally you’ll do a good one. Look back at any famous author’s first books and you’ll see the same thing.

And get over the reviews in advance, because there’s going to be a grammar error, and a grammar Nazi will find it and write a sixteen-page one-star Amazon review about it. It’s going to happen no matter how good the book is. I have a book under a pseudonym where a lady gave it one star with a three-page review about how much she hated it. Three pages. She read the entire thing; it obviously enthralled her enough to note every single thing she didn’t like.

Azul Terronez: Let’s dive into the author mindset: the difference between the brand-recognition author, like many of your ghostwriting clients, and the lifelong author.

Richard Lowe: For people first starting out: number one, you can write under a pseudonym, and nobody knows it’s you; you can just deny it later if you’re really worried. Number two, start with short stories, man. A novel is hard. Do a Kindle short read: something around 10,000 words. I’ve done two so far, and they sold pretty well, and they’re super fast. Just do them and get them done, because until you get good, you’re going to be crap.

Here’s how I hold it: I write bad books. Then I don’t have any pressure, so it’s really easy for me. Not that I intend them to be badly edited or designed; it’s about taking the pressure off. Keep writing bad books and eventually they might be good, and being good has nothing to do with me; it’s everything to do with the audience. I was surprised that Focus on LinkedIn sold almost 10,000 copies while my computer security book sold six, probably all six to friends. You don’t get to decide what’s good, if good equals people buying it. So keep writing, and produce books that don’t carry consequence.

And while you’re learning: freelance. Be a proofreader, be an editor; there are all kinds of ways to stick your shingle out, make a few bucks, and get better. You don’t have to be a ghostwriter, and you don’t have to charge a lot while you’re learning.

Setting up the interview

Azul Terronez: I’ve never invited another coach on my show, but this would be fun: two coaches going back and forth, maybe a mini coaching session. I might put it to my Facebook group for questions, and we could even coach an archetype if nobody volunteers. My assistant will send the scheduling link and ask for pictures, bios, and a PDF of one of your books; I like to read my guests’ work.

Richard Lowe: I have lots of time next week. I’ll send my two Kindle short reads: one’s An Unlikely Hero and one is How to Create Your Own Zombie Apocalypse. I wrote them over a weekend; I’m sure they’re not super great, but I think they’re pretty fun to read. And I’ll include the self-publishing book, all three, no problem.

Azul Terronez: I’m thrilled we connected and look forward to learning from you. Have a great day.

Richard Lowe: Thanks for the time.

Find Richard Lowe at thewritingking.com/.

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Part of Richard Lowe on Air, his complete run of podcast, radio, and video guest appearances.