We recently connected with Jen Farinella-olson and have shared our conversation below.

Jen, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

The biggest challenge in the romance industry, in my opinion, is the constantly changing algorithms of multiple social media platforms. Many romance authors start their journey as independent authors, self-publishing on platforms like Amazon. Keeping up with the latest trends on these platforms, to ensure that advertising reaches the right audience, can feel like a full-time job.

This challenge extends beyond social media; working with distributors and print services also requires a broad understanding of various aspects from managing delays in printing, to where and how their books can be offered based on who they partner with. Many authors who are just starting out often struggle to learn these different components while also managing the costs of advertising, graphic design, cover art, and maintaining communication with their readers.

Overall, it can be overwhelming, which is why I, along with my fellow virtual assistants, strive to help authors navigate these complexities.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Jen Farinella Olson, and I am the owner of HopelesslyHEA, a small business dedicated to supporting the social media and graphic design needs of Indie Romance Authors. I have experience in working on various graphics and social media projects, including designing over 33 book covers for USA Today Best Selling Author Marika Ray.

My services are tailored to meet the specific needs of each author. These services can range from creating graphics &/or covers for book launches or promotional sales to providing BETA reading services. Additionally, I offer different levels of social media management, from developing a DIY plan for authors to implementing hands-on management for daily engagement with readers across all platforms.

I began this journey in 2019 when I reached out to a friend in the industry to inquire about how virtual assisting looked in practice. Nikki Quinn, whom has been very successful as a virtual assistant, as well as other virtual assistants like my dear friend Karen Hulseman, not only showed me the ropes, but also connected me to authors who were looking for affordable part-time support. It is truly because of their initial support, and the amazing community that exists in this industry, that I have been able to keep this business running the last six years.

How about pivoting – can you share the story of a time you’ve had to pivot?

There were a few moments in my business when I needed to make some important pivots. Early on, I learned that I shouldn’t say yes to every opportunity that came my way. By doing so, I stretched myself too thin and wasn’t able to provide the quality that my products deserved. Additionally, by always agreeing to take on more work, my side hustle began to feel like a second full-time job. I realized that I couldn’t commit to switching careers to run the business, nor could I keep up the pace needed to adequately support my clients. As a result, I had to honestly assess what I could realistically manage. If I couldn’t accommodate a request, I made sure to refer the request to other virtual assistants who might have more time and flexibility.

In 2023, my business faced significant challenges. I was asked to take on more responsibilities at my full-time job, I was enrolled in graduate school, and several family members were dealing with medical issues that required me to reevaluate where I was directing my energy. This prompted me to temporarily downsize my resources and reprioritize my commitments. Unfortunately, it also meant parting ways with a cherished client to ensure that she could receive the best possible support, as I could no longer manage multiple customers at that time.

What’s been the best source of new clients for you?

I not only participated in many different author groups on FaceBook, and through those groups, I got to know many virtual assistants from many different romance genres. I also attended a couple book signing events which allowed me to meet authors in person. But by far the biggest and best source of new clients has come from word of mouth. The romance author community is always talking (#booktok) and the relationships I have built within that community have led to many different client connections.

I also think it’s important to keep an eye on trends in your industry and being open to learning new ways of doing things. Learning the new platforms, or gaining new skills through exposure to new media outlets or trying out new marketing strategies, have all come to help me in the long run.

Contact Info:

• Website: https://jenfarinella.weebly.com/my-services.html
• Instagram: fa.s_spot
• Linkedin: https://www.linkedin.com/in/jenniferlfarinella
• Other: TikTok: milliefayeauthor

Image Credits

Author Marika Ray authorized me to use the covers created on her behalf