by Lisa Norman

This is part 3 of my series on sharable newsletters, an expanded answer to questions from part 1 and part 2.

This marketing thing has been the hardest part of writing for me, and I’ve met a lot of writers who have had the same experience. Some indie publish because they get tired of trying to market to agents and publishers, only to discover that now they must market to readers. Even traditionally published authors now need to market directly to readers. Seriously? After sweating blood, often for years, to write the thing, now you have to go find your own audience?!?

Yep. Welcome to writing in the twenty-first century.

How Do I Find My People?

The most common question I get asked related to book marketing is: "How do I find my fans (readers, subscribers, etc.)?"

And the answer is: there is no magic wand. I don’t have an easy answer. But I’ve been studying authors and watching their careers for years and I can tell you, there IS an answer.

It begins with something only you can truly know: Who are you? What do you want to be known for as a writer?

The Most Important Part of Marketing (with my apologies to Socrates)

It was Socrates who said, “Know thyself.” That advice can be so stress inducing, there’s no wonder they killed the poor man.

Some of us, me included, were raised to think that it was absolutely rude and the height of hubris to say, "This is what makes me special.” And just having to answer the question, “What makes you special?" is almost impossible for me. I get all twitchy.

I ask my students this question, and I’ve heard “Me? There’s nothing special about me!” too many times.

Some of us have heard too many times that we are not special. We've experienced failures and disappointments. Even looking at that question is painful. Secretly (and some openly) they believe that they are not special.

Traditional marketing starts with, "What do you give to those who buy your product?" (Marketers call this your value proposition.) And in the creative writing world, that translates largely to: "Who are you and what makes you special?" When professionals ask this, they aren’t trying to be mean. They’re looking for the magic wand that will give you success, because that answer is the most important part of marketing.

Ouch. No wonder so many writers have trouble with marketing!

But I promise you, you ARE special. You’re a writer, and that is magic.

Pro Advice on Marketing for Writers: Learn Your Value

I cornered a big-name marketing guru and asked for suggestions on marketing for writers and he blinked. This man makes millions of dollars in marketing. He works for some of the biggest corporations, and this stopped him cold.

After a very long pause, he reiterated everything we've always heard: write great books, get them out wide, share lists, create your own list, know your value, and lean into what makes your work special.

Later he came back to me and made another point that I thought proved what a pro he is. He said, “Writers are in the entertainment industry. Their value is in the stories they tell and the entertainment they offer. Learn your value, and then use that.”

I’ve heard this from the pros more than once. They aren’t trying to be vague. They’re actually trying to help.

Building Your List: You Are the Key to Success

During the research for this series of articles, I looked for hints and tips on getting started building that all-important list, and there wasn't a magic method. Oh, sure, you could buy a list. (Don't.) Or you could join in newsletter swaps (those actually work SOMETIMES, if you are in a good group, but I've seen them result in very weak lists if you're not extremely careful, and it is hard to know how solid a list is before you participate).

The only thing more useless than a small list is a big, weak one. Once you’ve got to a big list, you’re paying to send emails, and now you’re paying to send out things no one cares about. Small and powerful is better.

Remember: I work with authors with lists of many different sizes. I’ve had to talk more than one writer with a huge list out of deleting the whole thing because it was weak. They’d participated in swaps and contests and now their list was full of people who wanted a Kindle or a free book from someone else.

I want to encourage you: You are not alone.

The sad fact is that no one, no post, no expert is going to be able to give you the key to instantly growing your list. BUT — I can give you insight into how to find it. You are the key to your own success:

The magic is in you.

The Magic Wand of Marketing Is Your Joy

Get away from writers and hang out with avid readers for a while, and you'll quickly discover that they think writers are amazing. Why? Because writers have entire worlds in their heads! We have stories, characters, and magic, all going on behind our eyes! Your true fans are going to love the unique magic that is you, the unique stories that live in your head. The unique things that make you … you! And so, to connect with them, you need to connect with yourself.

Let's get started!

First, dig deep into what you enjoy. What can you write about with joy? How does that show up in your writing? For some people, it is mystery, romance, adventure, quirky stuff... it can be anything. And it will be uniquely you. I can't tell you who you are when you are having the most fun. But I can tell you that when you find it, THAT is the most important piece of the marketing puzzle.

• Why do you write?
• What keeps you up at night?
• What makes you laugh?
• What is so important to you that you’d defend it to the death?

The answer is your unique magic.

The List and Your Unique Magic

Once you’ve found it, I want you to look at your existing list as an experiment. Don't judge it by quantity. It is your research pool.* Try posting something fun, something that makes you happy. DO make sure that you're using all the best practices: a catchy subject line, a punchy hook. But be genuinely you. And make sure that you are giving something to your people.

Then watch.

* If your list is zero, then start chatting on social media, blogging, or just go hang out where there are people and find a chance to talk about… that amazing thing. For one person I know, it was a particular fandom. When she found herself in a room with others who felt the same, she turned to me and said, “My people! I found them!”

Now understand: we often can't judge if something is working or not right away. Sometimes the best sign that you have that it has worked is if someone emails and asks a question. If they respond to a newsletter or a blog, take note. I once had a mentor tell me that if one person asks a question, 9 others probably had the same question and didn’t ask. If someone in our modern world takes the time to email you, call it a win.

Look at this blog! Writers in the Storm is known for engagement. We ask questions! And we have some fascinating discussions in the comments. Why? Because we’re all here to talk about the same general topics, and they fascinate us! For WITS, the ideal audience is writers. But for your blog and your newsletter, you want to appeal to readers.

The List: Your Open Rate

More important than how many people are on your list, I want you to look at a statistic called your “open rate.” This means how many people opened your email. If you sent out emails to 100 people and 10 opened them, your open rate would be 10%. Your email system will try to track this, but with all the modern privacy protections, your actual rate will likely be higher than what you see in your statistics. 10-20% is pretty good. Consider anything higher a win.

You want to treat statistics like this as a trend, so don’t worry about if there were 41 or 42 people who opened the email.

Let’s say that you send something out every two weeks. Fun pictures of your cat or your fish. If 10 people opened the first one and 3 people opened the second, that’s going in the wrong direction. Either your list has the wrong people on it or they wanted something else from you. They see something else magic about you. Then you need to decide: are cats central to your stories? Or have you wandered from the heart of who you are? (I mean, seriously, who doesn’t like cat pictures???)

You may also want to ask your people a question and see how many answer. Or put a hook to a blog post in there and let them click through to read it. If they clicked to read more, you know they are interested!

Understand: people are busy. If they give you 30 seconds, that means they like you. More than that and you are doing great!

If it looks like people are reading your messages, lean into that topic. Post more about it, do something similar. But remember: it must always be fun for you!

Going Viral vs. Growing Slow

Let’s say 10 people opened that first email with the cat. Then let’s say that you noticed a couple of new people signing up to your list. The gold standard in our modern world will be when you see that picture going viral (being shared), but don’t hold your breath. It happens. I’ve seen it happen to some of my clients, and it is amazing when it does. But most of the time… you’ll get 12 people to open the next newsletter. That’s a win.

Want to know how one of my clients went viral? He posted 3 times a week for 3 years. He studied his statistics and he found out what his true fans loved. And then, he posted more of that. The post that went viral (and launched a career) had been posted 6 months previously. It took that long to catch on and get shared around. Truth: he wanted to quit after a month. He’s not quitting now.

Silly side note: someone recently shared that exact blog post with me as an example of something truly amazing. The person who shared it didn’t know that he was my client, didn’t know how powerful that post was. They just knew it was amazing and wanted to share.

Too Fast

Another student I had went viral with his very first post. Blew me away. He had so much potential! Sadly, when his next post didn’t have the same success, he stopped posting. The first post had been fun. The second was work, because he thought he had to replicate that success. After that, he thought writing articles was just too hard.

This should not be painful, because it should be coming from your center of fun and things that you truly enjoy. If you don’t love it, you’ll never have the energy to keep it up, so don’t try to do what works for someone else. There’s a sign outside a church near me: “Be you. Everyone else is taken.”

Give your content a cycle or two (weekly, monthly... whatever). And then maybe try something else. See what is happening. Watch your statistics. Slow growth is GOOD growth.

There’s a saying that the first 10 subscribers are the hardest to get. The next hardest will be getting to 50. It'll be a little easier to get to 100. From what I've seen watching a bunch of authors build their lists, it seems to get a lot easier after 300. (Note: this does not apply if someone has bought or swapped for that first set of subscribers.)

I can’t count how many writers I’ve seen give up between 20 and 50. Almost always, they say that it is too hard to keep generating content. If it is hard, you aren’t working from the core of your joy.

Best Marketing Strategy: Be You

I asked my husband (he teaches firefighters and EMTs) how to lift something heavy. “Lift with your legs! Keep the thing as close to your body as possible. Don’t twist. Don’t bend. Don’t lift it over your head.”

Do you see the analogy here? If you aren’t using your core strength, you’re going to hurt yourself and you won’t be able to keep going. Stay close to your core truth. Be you.

When you get the feeling that you are starting to connect, that people are starting to share your posts, lean into that topic. Give them more of that. If they are engaged, ask them what they want... what do they like most about what you have to offer?

Once you know that you have true fans, people who love what you create, people who see your stories as uniquely entertaining, then you can ask them what they want more of!

Especially if you’ve bought your list or if you don’t know your value, don’t ask someone else to tell you what it is. That can lead you in the wrong direction.

Being You Enables Powerful Reader Engagement

This type of experiment can take years, and I haven't found a reliable shortcut. But when you find your unique magical signature, your style, you'll recognize it. You’ll feel it. Your fans will become more interested. And this knowledge will inform your writing career and all your marketing.

When you find it, everything becomes easier. Even writing.

Have you ever talked to someone who isn’t listening? They’re looking at their phone and offering vague encouragement like, “Yeah. Uh huh.” You know, the conversation where you have to fight to stop yourself from saying, “And then an elephant walked in and crushed the waiter, so we decided to leave.”

You know that feeling… you haven’t connected. Readers can be like that.

Now contrast this conversation with a moment you remember talking to your best friend about something you both are interested in. You’re finishing each other’s sentences. You’re playing off each other. One time a friend and I got laughing so hard we couldn’t breathe. She happened to have an oxygen tank handy and we both started taking puffs off of it so we could keep laughing! That is “engagement.” Find it with a reader and you have a fan. It won’t always be laughter. Sometimes there are tears. Sometimes you give them nightmares. The key is, you make them feel something.

Small Can Be Beautiful

A small, engaged list is much more powerful than a large, oblivious one. As an example, I was working with an author who had about 30 people on his list. One of those people happened to be a book reviewer in his genre who was committed to seeing this author succeed. So committed that he connected with other reviewers to help set up a series of interviews for the author about their new book. That 30-person list could sell more books than some lists I know with thousands on them.

Experiment. Test. Play. You CAN find your secret magic.

I wish that I could give each author that magic piece, but I've found that each author’s answer is unique. I teach classes in this stuff, and each student finds their own answer.

Some authors work with solid creative coaches to help them find that core of their purpose and their joy. If you really don't know what gives you joy, and you can't find it, connecting with a professional creative coach may be a place to start. Here's a post on WITS from my favorite coach for creatives.

Now: What resonated with you from this post? What inspired you to try it with your readers? What would you like to learn more about? Let me know in the comments!

About Lisa

Lisa Norman's passion has been writing since she could hold a pencil. While that is a cliché, she is unique in that her first novel was written on gum wrappers. As a young woman, she learned to program and discovered she has a talent for helping people and computers learn to work together and play nice. When she's not playing with her daughter, writing, or designing for the web, she can be found wandering the local beaches.

Lisa writes as Deleyna Marr and is the owner of Deleyna's Dynamic Designs, a web development company focused on helping writers, and Heart Ally Books, LLC, an indie publishing firm.

Interested in learning more from Lisa? Sign up for her newsletter or check out her brand new classroom where she teaches social media, organization skills, and marketing for authors!

Top image from Depositphotos.

By Eldred "Bob" Bird

Besides writing, music is one of my passions. So much so that I volunteer at the Musical Instrument Museum here in Phoenix as a gallery guide. While working my shift recently, I had a thought—there are a lot of people in music that I can learn from when it comes to writing short stories.

The music industry is full of amazing storytellers, especially folk and country music. Somehow these singer-songwriters manage to pack interesting characters, compelling storylines, and tons of emotion into only a minutes long performance. True, the music lifts their tales to a higher level, but the right words still do the heavy lifting.

So, how can we as writers learn from these poets and troubadours? Let’s take a look at some lyrics from a few of my favorite singer-songwriters and see what we can discover.

Characters

If you want to hook a reader right away, a compelling character goes a long way toward doing the job. The problem is how to accomplish the task with only a few lines. Country storyteller Tom T. Hall was a master at this. This is the beginning of his song Faster Horses:

He was an old-time cowboy, don't you understand
His eyes were sharp as razor blades his face was leather tan
His toes were pointed inward from a-hangin' on a horse
He was an old philosopher, of course
He was so thin I swear you could have used him for a whip
He had to drink a beer to keep his britches on his hips
I knew I had to ask him about the mysteries of life
He spit between his boots and he replied

Building the Story

In the first ten or fifteen seconds of the song he manages to create a character we can immediately picture and makes us want to know more about him. He does this by using familiar images such as an “old-time cowboy” and colorful descriptions like “eyes as sharp as razor blades” and “so thin you could have used him as a whip.” The “spit between his boots” puts an exclamation point on the description.

A couple other Tom T. Hall songs that feature wonderful character portraits worth studying are “Old Dogs and Children and Watermelon Wine” and “The Year that Clayton Delaney Died.”

Compelling Storylines

No matter how fascinating your characters are, if they don’t have a story to tell then they’re not going to hold the reader’s interest. This is where we can learn from the story-song writers. These performers manage to pack a full story into such a compact space. It’s like flash fiction set to music.

One of my all-time favorite practitioners of the story-song was Harry Chapin. No one could spin a tale like Harry. Most of his songs were too long for radio play, but a few managed to sneak onto the charts. The most famous of those was Cat’s in the Cradle, the story of the relationship between a father and son. Every verse is a snapshot of how their relationship develops over the years. The first verse creates the foundation and sets an expectation for where the relationship might go:

My child arrived just the other day
He came to the world in the usual way
But there were planes to catch, and bills to pay
He learned to walk while I was away
And he was talking 'fore I knew it, and as he grew
He'd say "I'm gonna be like you, dad"
"You know I'm gonna be like you"

Building the Story

Each new verse builds on the theme until the final revelation. In less than four minutes we see a whole generation pass and a complete cautionary tale unfolds. The fact that the story is told in first person adds to the emotional impact, making the moral of the story even more poignant, as shown by the last couple of lines:

And as I hung up the phone, it occurred to me
He'd grown up just like me
My boy was just like me

Other examples from the Chapin catalogue I highly recommend include WOLD, Taxi, Mr. Tanner, and Story of a Life. Take the time to listen not just to the words but how they are put together to paint the landscape of each of these lives.

Emotional Impact

As writers, we’re all aware of the importance of an emotional hook, especially when you’re trying to capture the reader’s attention right away. Musical storytelling is no different. In both short stories and story-songs we have limited time and space to accomplish this task, so it’s a good idea to set that stage immediately.

A perfect example of a fast emotional hook comes from Operator by Jim Croce. The whole song is just dialogue—one side of a telephone conversation. Within the first few lines we know what is motivating the singer.

Operator, well could you help me place this call?
See, the number on the matchbook is old and faded
She's living in L.A. with my best old ex-friend Ray
A guy she said she knew well and sometimes hated

Building the Story

With the line “the number on the matchbook is old and faded” we get a sense that whatever he’s dealing with isn’t recent, but something from his past that he’s still holding on to. In the very next lines, we find out what he’s dealing with is heartbreak and betrayal. The chorus shows how he’s trying to deal with these feelings:

Isn't that the way they say it goes? Well, let's forget all that
And give me the number if you can find it
So I can call just to tell 'em I'm fine and to show
I've overcome the blow, I've learned to take it well
I only wish my words could just convince myself
That it just wasn't real, but that's not the way it feels

He sees forgiveness as the path to his healing, but we get the feeling that the scars are too deep. After getting the number, he still begs the operator for help. In the last verse we see his real motivation for attempting to make the call:

Operator, well let's forget about this call
There's no one there I really wanted to talk to
Thank you for your time, ah, you've been so much more than kind
And you can keep the dime

In the end we realize that he’s so lonely and heartbroken that he’s just looking for someone to talk to. That’s his whole reason for dialing the operator—just to hear a friendly voice.

If you’d like to hear more of this artist and his ability to evoke strong emotions, I would suggest listening to Time in a Bottle, Another of his most famous songs.

Final Thoughts

These artists are more than just musicians and entertainers, they’re poets, philosophers, and writers as well. Their songs give a window into so many different aspects of life, while managing to accomplish it with an economy of words. This article just scratches the surface. There’s so much more we can learn from their examples.

Your Assignment

Pick some of your favorite artists, dig deep into their catalogues, and really listen to their words. You’re sure to find some hidden gems you can learn from and incorporate into your own writer voice.

Who are some of your favorite songwriters? What have you learned from their lyrics and what kind of effect have they had on your writing? Let us know in the comments below.

About Bob

Eldred Bird writes contemporary fiction, short stories, and personal essays. He has spent a great deal of time exploring the deserts, forests, and deep canyons inside his home state of Arizona. His James McCarthy adventures, Killing Karma, Catching Karma, and Cold Karma, reflect this love of the Grand Canyon State even as his character solves mysteries amidst danger. Eldred explores the boundaries of short fiction in his stories, The Waking Room, Treble in Paradise: A Tale of Sax and Violins, and The Smell of Fear.

When he’s not writing, Eldred spends time cycling, hiking, and juggling (yes, juggling…bowling balls and 21-inch knives).

His passion for photography allows him to record his travels. He can be found on Twitter or Facebook, or at his website.

Top Image by 3422763 via Pixabay

by Penny Sansevieri

For most authors, doing local promotion is low on the list of things they’re doing to market their books. And while national media and nationally focused marketing strategies are important, don't overlook the power of local marketing. By targeting your community, you can tap into the support of local businesses, libraries, and media outlets, creating lasting partnerships and gaining exposure for your work.

Still not convinced? Well, consider this: a number of years ago I met a first-time author who was selling 5,000 copies of her indie published book by doing local promotion. She had her book in nearly all of her local stores, and stores that couldn’t carry the book (like her local dry cleaners) had bookmarks. Her book was literally everywhere. She said she did that because she really wasn’t sure what else to do to promote her book.

Local media loves their local celebrities – and as an author, you’re one of the celebs local media loves. It’s also a great way to get your feet wet doing media and a fantastic way to add media appearances to your website. If you want to build into national media appearances, starting on a local level can be a great way to do that. So where do you start? Let’s dig in!

1. Partner with Local Businesses

One effective way to promote your book locally is by partnering with local businesses. Consider reaching out to specialty stores, such as gift shops, boutiques, or even hardware stores, that align with your book's theme or target audience. These businesses may be open to hosting an event or showcasing your book in their store. By collaborating with them, you can reach a new audience and benefit from their existing customer base.

Another option is to approach local cooperative workplaces like WeWork or Regus. These spaces often host weekly events and are constantly seeking new speakers. Pitch a workshop, webinar, or paid event related to your book's content, or negotiate to have your book prominently displayed within the workspace. These partnerships can provide valuable exposure and networking opportunities.

2. Tap into the Power of Local Libraries

Libraries are an excellent resource for self-published authors. Reach out to your local librarians and inquire about hosting an event or workshop. While you may need to navigate the library's administrative process, establishing a personal connection with the librarians can go a long way in securing an opportunity to promote your book within the branch. Additionally, consider leaving copies of your book at the library for potential readers to discover.

If you're unable to visit the library in person, you can also reach out to librarians via email. Use this opportunity to introduce yourself, provide a brief summary of your book, and express your interest in collaborating on an event or showcasing your book in some capacity. Remember, building relationships with librarians is crucial for gaining visibility within the local literary community.

3. Engage with Local Indie Bookstores

Supporting local independent bookstores not only benefits your community but also provides an avenue for promoting your book. Research and identify independent bookstores in your area and approach them with a proposal. Offer to host a book signing, reading, or Q&A session at their store. This can attract both loyal customers of the bookstore and new readers interested in discovering local authors.

To increase your chances of success, do some background research on the bookstore's audience and tailor your pitch accordingly. Highlight how your book aligns with their readers' interests and emphasize the unique value you bring as a local author. Building relationships with independent bookstores can lead to ongoing partnerships and increased visibility within the literary community.

4. Explore Opportunities at Local Festivals and Street Fairs

Participating in local festivals and street fairs can be a fun and effective way to sell your books. Look for events in your area that attract a diverse range of attendees and have a strong social media presence or reputation for high attendance. Consider sharing a booth with other local authors to increase visibility and attract more visitors.

When setting up your booth, make sure to create an engaging display that showcases your book and captures people's attention. Offer autographed copies as unique gifts, and don't forget to bring some fun swag items such as bookmarks or character trading cards to distribute. These small tokens can serve as reminders of your book and generate interest among potential readers.

5. Target Niche Markets: Wineries and Specialty Stores

Don't limit yourself to traditional book-selling venues. Think outside the box and explore niche markets that align with your book's theme or target audience. Wineries, for example, can be a unique and enjoyable setting for book events. Reach out to wineries in your area and propose collaborating on an event during their slower hours. This partnership can attract wine enthusiasts who may also be interested in literature.

Additionally, consider specialty stores that cater to specific hobbies or interests related to your book. Whether it's a card store, cookware store, or computer store, find a store that resonates with your book's content and approach the owners with a proposal. Offer your book on consignment or negotiate a mutually beneficial arrangement. These partnerships can help you reach a targeted audience and create memorable experiences for potential readers.

6. Harness the Power of Local Meetups and Book Clubs

Local meetups and book clubs provide an excellent opportunity to connect with readers who are actively seeking new books and authors. Utilize online platforms like Meetup to find local book clubs in your area and reach out to their organizers. Offer to do a talk or presentation, or suggest your book as a club selection. By participating in these gatherings, you can engage with passionate readers and gain valuable insights into their preferences.

Remember to bring copies of your book to these events, and consider offering special discounts or incentives for attendees. Building relationships with local book clubs can lead to long-term support and word-of-mouth recommendations, as members often share their favorite reads with friends and family.

7. Leverage Local Media and Establish Yourself as a Local Celebrity

Local media outlets are always interested in highlighting local talent, making them an invaluable resource for self-published authors. Start by pitching your story or book to local newspapers, magazines, radio stations, or TV channels. Craft a compelling pitch that showcases the unique aspects of your book and emphasizes your local connection.

When approaching the media, focus on the human interest angle of your story. Highlight any local ties, personal anecdotes, or community impact your book may have. Offering exclusive interviews, guest articles, or book giveaways can also capture media attention and generate buzz around your work.

Remember, building a local brand presence takes time and effort. Attend other author events in your area to gain inspiration and connect with like-minded individuals. By establishing yourself as a local celebrity, you can foster lasting relationships within your community and create a strong support network for your book marketing efforts. When it comes to book marketing, don't underestimate the power of local outreach. By targeting your community through partnerships, events, and media exposure, you can create lasting connections and boost your book sales. Embrace the creativity and opportunities that come with local marketing, and watch your author brand flourish within your region. Remember, building a local presence is just the beginning of a successful journey as a self-published author.

Have you tried to sell locally? What have you tried?

About Penny

Penny C. Sansevieri, Founder and CEO of Author Marketing Experts, Inc., is a bestselling author and internationally recognized book marketing and media relations expert. She is an Adjunct Professor teaching Self-Publishing for NYU. She was named one of the top influencers of 2019 by New York Metropolitan Magazine.

Her company is one of the leaders in the publishing industry and has developed some of the most innovative Amazon visibility campaigns as well offering national media pitching, online book marketing, author events, and other strategies designed to build the author/book visibility.

She is the author of 18 books, including How to Sell Your Books by the Truckload on Amazon, Revise and Re-Release Your Book, 5-Minute Book Marketing for Authors, and From Book to Bestseller. She also hosts the top ranking podcast Book Marketing Tips and Author Success.

AME has had dozens of books on top bestseller lists, including those of the New York Times, USA Today, and Wall Street Journal.

To learn more about Penny’s books or her promotional services, visit www.amarketingexpert.com.