We recently connected with Alexa Johansen and have shared our conversation below.

Alexa, looking forward to hearing all of your stories today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

I’m much happier as a business owner! Honestly, I never expected, dreamed of, or even wanted to own a business. I didn’t think I was capable to launch or maintain a business by myself; so, it simply wasn’t on my radar! For the first seven years of my post-grad life, I was set on climbing the ladder in the field of higher education. I went from adjunct professor, to professor and director of a university program, and I even earned my doctorate degree (Ph.D. in Higher Education) by the age of 30. I truly expected my lifelong career would remain in higher education. However, there came a point in 2019 when I started to question, “Am I living as my most authentic self? Is this sense of striving, and achieving, and shaping myself to fit the mold of this career actually breathing life into who I’m meant to be?” After my 9-5 shift working on campus, I would go home exhausted, grab my art supplies (watercolors, or embroidery thread, or my poetry notebook), and would decompress by making art or writing poetry. I remember spending years longing for more time with my art. I finally got to a point of asking myself a very key question: “Am I an educator who makes art on the side? Or am I an artist who has a gift in educating?” I knew I was living out the first option; and I knew I had it wrong. I knew that I wasn’t truly centering my most authentic self. I started praying and asking God to provide me with the opportunity to somehow step into the second option—the “right” option, the most authentic option—which was living out being an artist and applying my gift in educating when called for. Now, owning my business, I get to work with, support, develop, and platform other artists! I get to live out my true self and calling by pursuing artistry in such a unique way. It has been beautiful, healing, and empowering to pursue my artistry and to partner with others in their pursuit of art and authenticity as well. I still can’t believe this is how my life and career has unfolded!

Alexa, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations? 

After leaving higher education (where I taught writing, rhetoric, critical thinking, and seminar courses), I simply wanted to pursue self-publishing a collection of poetry. I met with my friend, Tony, who had self-published before; I asked him if he’d be willing to help me through the process of self-publishing. Tony agreed, and offered to read through the poetry that I was considering for a manuscript. I brought him over 200 poems (that I had written over the course of 2018-2020). He was kind, gracious, and patient as he did, indeed, read through all 200+ poems. After, he simply said to me, “Alexa, you have more than one book of poetry here. You have volumes. I also have volumes of creative writing that I’d like to publish. The English major students that you taught over the course of years—they probably have work they’d like to publish. And I know you’re all about platforming them and supporting them in their transition from college to career.” And then, it was Tony who said, “Why not a publishing company?” Instead of publishing one book, why not consider opening a publishing company for the benefit of many books? Many authors? A company would offer me a tangible way to platform all the artists and authors I deeply believe in and wish to support. GoldScriptCo, as a publishing company, was actually Tony’s idea! (Sidenote: From 2015 through 2020, “GoldScriptCo” was the name I came up with for my Etsy shop, where I [very inconsistently] sold my watercolor paintings, embroidery, and typewriter poetry in order to make some extra money to pay for my Ph.D. tuition and textbooks! After this discussion with Tony in December 2020, I closed my Etsy shop and rebranded “GoldScriptCo” as a publishing company in May 2021.) At first, GoldScriptCo solely offered publishing services; however, the more I worked with authors, the more I realized they often needed some additional support in writing coaching and/or editing. I also began to realize that I was naturally offering to help with certain coaching and editorial guidance, especially drawing from my background in teaching writing and rhetoric. Thus, this year (2023), I expanded my services to include writing coaching and professional editing, in addition to publishing!

What do you believe sets your business apart?

In terms of what sets me and GoldScriptCo apart from other editors and publishers, I’d like to emphasize my sincere care for the authors I work with. After my own journey of seeking to live as authentically as possible, I care that the authors I work with are also honoring their most authentic selves and know that they have what it takes to commit to their artistic calling. Other publishers may accept a manuscript for publication, make their own edits to it, design the cover spread, and decide upon their own vision for how they wish to market it… and these changes and decisions do not make it back to the author for their consideration or input. That way of publishing simply breaks my heart. I am incredibly passionate about signing authors not just to be my client, but to be my partner. I am not just an author’s publisher, but I am their co-laborer in bringing their book to print form to be shared with the worldwide audience. It’s very important to me that the author’s book completely reflects their brilliance and represents their vision. Thus, as a publisher, I include the author in every step of the publishing process—from editing, to cover spread design, to marketing. I feel called to provide opportunities and resources to artists and authors in ways that keep them encouraged and supported. I want to be that person who cheers on all artists and authors and gives them ten more reasons why they shouldn’t give up and fall back on a “normal” job or “safe” career. The world needs artists to make art; this world needs writers to write books.

What do you think helped you build your reputation within your market?

I believe that two things have helped to build my reputation within my market: (1) my sincere care for the author as a person and a creative, and (2) my willingness to go above and far beyond what is actually expected from a publisher.

What’s worked well for you in terms of a source for new clients?

The best source of new clients has been positive referrals from my previous clients! A referral goes such a long way. There have been new clients who come ready to sign contracts with me (with very little questions asked) because they already heard a first-hand account from someone else they know and trust. I feel so appreciative for the authors I have partnered with in the past who are willing to share their positive feedback with others; I’m so grateful that past clients eagerly point their own writer friends my way so that they, too, can be supported in their creative pursuits!

Contact Info:

• Website: goldscriptco.com
• Instagram: @goldscriptco

Image Credits
For the “personal picture”: Bailey Yettaw For the 1st and 6th “additional pictures”: Bailey Yettaw