Learning to embrace the marathon of publishing and book sales
With the release of his third novel, Ryan Steck, founder and editor-in-chief of The Real Book Spy, reflects on the lessons he's learned with each publication.
As writers, we can all likely list the top five most influential people in our author careers. Ryan Steck, author and creator of the thriller review site, The Real Book Spy, happens to be one of mine. Many years ago, the director of International Thriller Writers annual conference introduced us when I confided in her that I didn’t know what to do next with my newly completed novel. She suggested I get a developmental editor and that was how I met Steck. Steck recently released the third installment in his Matthew Redd thriller series, Out for Blood. With each new release, his readership and opportunities have grown and flourished, especially with the assistance of his network via The Real Book Spy. These connections didn’t happen over night, he built them over the past ten years. Again, Steck reiterates an important lesson and theme in growing one’s author career— it takes time and commitment. Looking back, Steck reflects on his marathon of a journey that has resulted in sustained and explosive success.
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What inspired you to start The Real Book Spy and how have the connections you've made from it helped with your books' many successes?
Great question! I never really intended to cover books and authors for a living. In fact, I was working as a sports journalist, which was always my dream job growing up. In my 20s, I was diagnosed with dyslexia, which—when I heard that—made all the sense in the world. I always struggled to read big words and hated being called on to read aloud in school when I was a kid. I remember the day I was diagnosed, and the light bulb went on. My doctor told me to start reading to retrain my brain. So, that's what I did, and in doing so, I fell in love with Vince Flynn, Brad Thor, C.J. Box, and many others…
Honestly, from there, I lucked into a career in publishing. Back then, around 2013, the thriller community was more spread out than it is now. These days, everyone is on social media and meeting up at writing conventions, and so on. There are a ton of podcasts and even some other review sites. When I left sports writing, I got into editing, and was working with the late Ted Bell, who was an original founder of ITW. Together, he and I would talk about how thrillers always get the short end of the stick when it comes to awards. I've always said that most literary awards are like the Oscars. I don't personally watch the Oscars, but my wife does, and I've never seen any of the movies that win Best Picture. But… I do watch all the billion-dollar franchises. I love Fast And Furious, Mission: Impossible, all the Marvel movies, and stuff like that. Of course, those movies never win Best Picture. Just like how Vince Flynn and Daniel Silva would sell a million copies of their books but not win any big awards. That's crazy!
One day, I mentioned to Ted Bell that I was thinking about starting a website and using my experience as a sportswriter, applying those same principles to covering thriller books. "A one-stop-shop for all things thriller," I had told him. I remember he said to me, "If you build it, buddy, we'll support you!" True to his word, Ted was one of the first authors to champion what I was doing when The Real Book Spy launched a decade ago. Now, we're up to an average of 2.5 million readers a year. And the rest, as they say, is history…
As for how it's helped me as an author, well, I'd like to think being a Book Spy has helped me to understand what readers love in a thriller. Also, there's no doubt that I've received a lot of support from fellow authors, which always means the world to me.
Looking back and knowing what you know now about publishing, what would you tell yourself when you released your debut novel, Fields of Fire?
That's a tough one. I think if I could go back and give myself some advice, it would be to relax! The day Fields of Fire came out, I tested positive for COVID. It was my third time having the virus, and I had to cancel all my travel plans. I was so bummed out, but also worried about how all of that would impact sales. I knew it then, but there's a difference between knowing something and, like, really knowing something because you've lived it—and what I know for sure is that publishing is a marathon, not a sprint. Slow and steady (even with sales) wins the race!
Now that you've just released your third novel this week, Out for Blood, what advice do you have for authors about building your readership with each consecutive book? How do you continue to keep readers and fans of Matthew Redd engaged?
My goal is always to entertain readers. That's job number one. But what drives me to write, the reason I love writing, is because I really like Matthew Redd. I want to know what he's up to and what these other characters are up to, and that gets me excited to sit down and create—a process that feels entirely more like listening than it does just making stuff up. I always see and hear my characters in my head, and I sincerely like spending time with them. That sounds totally nuts, for sure. I know. But, hey, it's the truth! Redd is always changing, just like the rest of us, and my hope is that readers will enjoy tuning in to see what he does next. Not for nothing, but there's a lot of growth in Out For Blood, but Redd really goes through some massive changes in the next book, which will come out sometime in the summer of 2025.
Given the many titles you're working on, your website, AND being an involved parent -- how do you juggle it all, and how do you prioritize HOW you promote your books? For example, Twitch.
I have fun with Twitch because my oldest daughter, Brynn, does it with me. That's why I love it! Not only does it not feel like work because we're laughing and having fun, but I also feel like I'm getting some quality time with one of my kids, which is such a bonus because many weeks I'm spending 90-100 hours in my office, and I never feel like I get to spend enough time with my family.
When it comes to promoting my books, I never really take myself too seriously. I like to laugh and have fun, and I think people can see that in my TikTok and Twitch videos. That said, you do have to promote your own books, a job that is increasingly falling more and more on the author, so when I have media obligations, I share every date with my wife and kids so they know when I'll be tied up and unavailable. I've found that that leads to me having to say "no" far less often. Like when one of my sons wants to play Legos, but I can't because I have an interview. I'm the kind of parent that, when I have to tell one of my kids I can't play with them or something, it breaks my heart. I literally cannot sleep that night, and I only sleep 4-5 hours a night as it is. But if my kids know when I'm busy, generally, they'll come to me sooner in hopes of playing or hanging out before an interview or event, allowing me to be present for my favorite part of parenting while also being ready to go for each interview.
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Ryan Steck is the author of FIELDS OF FIRE, LETHAL RANGE, REDD CHRISTMAS, and the forthcoming Alex Hawke thriller TED BELL'S MONARCH. He is also a freelance editor, the founder and editor-in-chief of The Real Book Spy and was named an “Online Influencer” by Amazon. Praised as “One of the hardest working and fairest reviewers out there” by New York Times bestselling author Lisa Scottoline, Steck has “quickly established himself as the authority on mysteries and thrillers” (Author A.J. Tata). His books have been endorsed by major #1 New York Times bestselling authors Brad Thor, C.J. Box, Jack Carr, Mark Greaney, Nelson DeMille, James Rollins, Brad Meltzer, Kyle Mills, as well as Don Winslow, T.J. Newman, Brad Taylor, Gregg Hurwitz, and Steve Berry. Steck’s fourth Matthew Redd novel, OUT FOR BLOOD, was released on June 4, 2024, and is currently available everywhere books are sold.