In part two of my terrific interview with Smitten Kitchen's Deb Perelman, we move from the creation of her blog into book writing (her second book Smitten Kitchen Every Day: Triumphant and Unfussy New Favorites was just published in October 2017), and how social media has (or hasn't) changed what she does.
The first thing I learned was that writing books was never part of Deb's grand master plan: "From 2003, I had been hearing from agents and editors. No, I did not think I needed to write a book. I thought it was like...'Why would I need a book? The web is all I'll ever need.' And that was really very much my mindset. It's so ridiculous to say this, and it's so insulting to somebody who really wants to write a cookbook, that I was so flippant about it, but I had to be talked into it."
Deb admitted that she was more "terrified" than anything else when her first book was published, particularly about how it might be received: "It was actually going to ruin...take the blog down with it when the book was panned. These were live and real things that were in my head, until the first day that it maybe hit the bestseller list, and then I was like, "Okay, one week of not thinking this way. Let me see if I can make it to next week."
I guess it isn't surprising that it did so well, in light of the fact that 85% of the recipes were new and couldn't be found on her blog: "I wanted it to be of value. I was really concerned about long-term readers feeling like this was not a book for them. It had to be of value to them. I wasn't going to ask you to buy stuff I'd been giving you for free, like you didn't know how money worked, you know?"
Deb's concern for her readers getting the most out of the work she does also plays into the way she uses social media: "You have to know what you're selling, I guess. For me, it's the stories, it's the recipes. So, I always felt social media has to meet people where they are. If you want to find out about my site on Facebook, let me show up on Facebook and be there. If you want to get your news on Twitter, I will be in all those places. I will meet you there. But I'm still going to tell you what I'm doing, where I'm doing it, if that makes sense."
Perhaps what's so surprising about Deb's success, in the end, is that she has kept Smitten Kitchen a one-woman show. "It's not the smartest thing I've ever done...It's not making me feel younger. I do my own everything. And part of it is that I...You could say I'm a control freak, but it's more that who else...How are you going to answer email for me? How are you going to write for me? How are you going to edit photos? It's all my vision."
To hear more about that vision and what makes the person behind Smitten Kitchen tick, you're just going to have to tune into the show.
The full transcript for this week's podcast can be found over at Serious Eats.