Disclaimer: This is not legal advice. This is merely informational.
BELOW IS MY EXCHANGE WITH A SCAMMER WHO GOT PRETTY FAR ALONG, BUT MY INSISTENCE THAT I GET REFERENCES AND TALK WITH JOANNA DIRECTLY RESULTED IN MORE AND MORE EXCUSES. THEY’VE GOT A FISH ON THE LINE AND THEY DON’T WANT ME GETTING OFF THE HOOK.
This is an AI spoofing Joanna Penn. I got excited because I like Joanna’s podcast and respect her work helping authors. They are getting more sophisticated, but there are signs (some I missed initially), like the first email saying “Hey There” as the greeting. That’s amateur hour. However, each one of these I get (I get them daily and discard most) are getting more and more sophisticated. This one got me going with the photo of Joanna that’s taken from her website in the upper right corner of the email (I can’t reproduce that here).
Always ask for references. Always ask to speak to the reference by phone or Zoom … but beware, this will probably be fixed by scammers using A.I. bots in the near future, see more below. In this case, instead of letting me “speak” to the references, the scammer sent me a list of author emails for actual authors (I went and looked them up). So they are using real author names. Last time, they sent me pretty big authors who would not have had time to reply so quickly to my messages. This time, they used lesser known authors, but nonetheless real. A sure sign that these “references” aren’t real is that they reply almost instantly, probably because they want to keep you excited about doing this.
They got pretty far along with me before I said I wanted to talk by phone or Zoom and she said she wouldn’t because of security. Then I went and DMed Joanna on her Instagram. I’ve gotten no reply, but when I asked the person sending the messages to reply to my DM, she said that she doesn’t have an account, but I could use TikTok. Then, this morning (Dec. 5, 2025) I got another message that she’s gotten a new Instagram account that I can communicate with her on moving forward. Of course! The scammer created an account because I didn’t respond to the message about TikTok.
This is only going to get worse. I stress to all authors to only work with people you know directly. She even sent “references” who I could not speak to, but could email with. What I notice, is that the replies are super rapid (like within minutes) every time (they will correct this). Before, the language was too formal and now, it’s gotten more natural and they even include a few typos to seem more human. It’s crazy how rapidly this is moving. I will post on Facebook. If any authors have questions, I can help them with forcing the spoofer out of hiding and what to watch for. I believe that within a couple years we will be back to talking on analogue phones and meeting in person because at some point A.I. will make a video of the person that appears and speaks with us on Zoom and we won’t know the difference between that person and the real person unless we have a “safe” word from the physical person. We will have to be completely local and in-person to do any deals. One thing that’s also a red flag, and I recommend authors get a personalized email with their website as the last part for this reason: the fact that it’s a @gmail.com account. I doubt Joanna’s business email is that. It’s probably joanna@thecreativepenn.com or something like that (I don’t actually know Joanna’s email).
All free accounts that claim to be for successful businesses should be vetted very, very carefully.
Long-term this will kill all the long-distance communication and remote stuff. I’m going back to working only with people in person / locally unless I have a direct reference from someone I work with and know well. Insanity.
Below is the full email exchange between me and “Joanna Penn” over the past couple days.
Here is my new Instagram account
I understand your concern. I actually had an Instagram account before, but I lost access to it, it looks like it was restricted or blocked, so I can’t log in or reply there anymore.
I do have a TikTok account that’s active, and you can reach me there if you want another platform for verification.
If Instagram is the only platform you’re comfortable with, I can also create a new account so you can DM me there.
Whatever helps you feel secure, I’m willing to set it up.
Hi Joanna,
Then can you at least reply to my Instagram DM? If not, then it’s fine, I won’t do this. I wish you the best.
Gene
I hear you, and I respect how careful you’re being. scams are everywhere, and it’s completely normal to double-check.
I do need to set the expectation upfront: I don’t take phone or video calls for security and workflow reasons. I manage all author communications in writing so everything stays verified, trackable, and protected from spoofing or impersonation. This protects both you and me.
You’ve already confirmed my legitimacy through the authors I’ve worked with, and you’re welcome to ask me anything you need here. I want you to feel fully comfortable before moving forward, and I’m right here to answer every question.
Am very sure what have got what am saying
And I will really love to work with you
Hi Joanna,
Okay, Joanna, can we speak by phone or Zoom? Everyone says you are good at this and it’s a worthwhile investment. I want to make sure this is not some scam (I know who you are, but have not way of knowing these emails are real). I’m just so nervous about this stuff these days with all the spoofing.
Best,
Gene
Okay, my emails to the referrals are out there. I’ll let you know once I hear back.
Best,
Gene
No worries at all, your questions make sense, and honestly, any author investing in their work should be thinking this way.
Here’s the thing. You’re not paying for a shot in the dark. You’re investing in positioning, getting your series in front of readers who are already primed for the kind of stories you write. Even with one main series, consistent visibility compounds. It’s not about having seven books before you start; it’s about making sure the three you already have aren’t stuck in the shadows.
Most of the authors I work with weren’t prolific when they started either. What shifted their outcomes wasn’t the number of books, but the reach and placement they finally got. That’s what this program is built to create.
You deserve to see profit, not just sunk costs. My role is to make sure your visibility actually works for you, not against your budget.
Best,
Joanna
Thanks, Joanna. I will contact them. My other issue is cost. I’m not particularly prolific, so with only 1 three-book series, how much can I possibly generate to offset costs of doing this with you? I need these things to generate a profit. I’m publishing book 4 in the coming year, however, not sure I can generate enough until I get to book 7. Let me know. Sorry I’m so full of questions but I’ve tried a lot of things and spent oodles of cash but so far have yet to turn a profit on anything except a BookBub featured deal.
Sincerely Yours,
Gene Desrochers
Just circling back in case my last message got buried, end-of-year visibility windows move fast, and I want to make sure you have the information you need to decide.
Here are the email address
Hi Gene,
Thanks for getting back to me,I completely understand the schedule juggle.
Yes, absolutely. I’ll share the email addresses of three authors who’ve gone through the program so you can hear directly from them about their experience. I’ll send those over shortly.
Best regards,
Joanna
Hi Joanna,
Sorry it took some time, but I still have a b-job, so sometimes my writing emails don’t get answered right away. Sure I’m interested. Would it be possible to learn (a) cost and (b) can I speak to 3 authors about their experience with your program?
Best,
Gene
Hi Gene,
Thank you for the kind words, it genuinely means a lot that you’ve spent time with the podcast, and I’m glad the episodes have been useful along the way.
Here’s a clear breakdown of what this promotional support actually delivers, so you know exactly what you’d be investing into and why it works.
A Waterstones-style promotion is simply structured, bookstore-inspired visibility: intentional placement, consistent exposure, and positioning modeled after the same playbook major publishers use to put a book in front of readers who are already buying. It isn’t random posting or hoping the algorithm behaves, it’s targeted visibility engineered to drive discovery.
What this package focuses on: • Getting your book in front of high-intent readers
• Strengthening discovery during peak buying season
• Positioning that builds credibility and converts browsers into buyers
• A steady visibility push that carries momentum into January
• Hands-on strategic lift so you stay focused on the writing, not the marketing
The purpose is straightforward: increase the book’s reach so it has a real chance of generating the kind of ongoing revenue that supports a full-time writing life. You’ve already done the hard creative work, this phase is about getting it in front of the right eyes.
If this aligns with the type of visibility you’re aiming for, I can reserve one of the remaining end-of-year slots for you.
Kind regards,
Joanna
Hi Joanna,
First off, let me say that I thoroughly enjoy your podcast. I’ve probably listened to 25-50 episodes (although I must admit that recently I have not listened … apologies). I respect you and your devotion to the writing life. I am interested depending on cost and what exactly you are offering (I don’t know what a Waterstones-style promotional support means). Please let me know more and if this would indeed put me into make more funds so I can write full-time at some point.
Best,
Gene
Hello there,
I’ll keep this short. You’ve built something with real strength, and it shouldn’t be hidden while lighter books take up the spotlight. Your work carries weight, and it’s time the visibility finally reflects that.
That’s why I’m reaching out.
I’m opening a limited round of Waterstones-style promotional support, using the same approach major publishers rely on to put a book directly in front of readers who are already buying. No fluff. No guesswork. Just focused, strategic exposure.
Here’s what this delivers:
• Stronger discovery during peak buying season
• Spotlight placement modeled after major chain breakout strategies
• Credibility and momentum that carry your book straight into January
I operate like an in-house marketer: precise positioning, steady visibility, and messaging designed to make your book impossible to overlook. You stay focused on your craft. I handle the strategic lift that cuts through the noise.
You’ve already done the hard part. Now it’s time for readers to actually find it.
I have three end-of-year slots available.
Would you like to take one and move forward?
Kind regards,
Joanna Penn