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Posts Tagged marketing for authors
What do you write? Not so long ago, most authors had to choose a genre and stick to it. But many of us are far more versatile. Our minds and our hearts don’t stand still. Book by book, we push boundaries or leap into genres where we hadn’t previously felt at home. As life reinvents us, we move on in our work.
No-one worried about that in the Renaissance, but it rarely went down well in traditional publishing, perhaps for sound commercial reasons. But now authors have more tools to reach audiences by our own efforts. We can take charge of our careers and our creative destinies. Will this breed of polyphonic, genre-agile author finally have their day?
I do hope so.
This path isn’t always easy, and that’s what I want to explore today.
We’ve both got eclectic portfolios. I’ve done non-fiction with my Nail Your Novel books and literary fiction that sometimes nudges into futurism. Victoria writes Cold War historical thrillers and personal essays. We’ve both written memoir after a fashion – she has Cold; I have Not Quite Lost. And Victoria has a radical new departure into young adult historical romance, Breath (coming summer 2018). What’s more, she’s having her first stab at crowdfunding – another brave new world.
We’ll come back to the crowdfunding in a bit. My first question was this: how have you ended up with such a varied oeuvre?
Victoria Honestly, I think I’m just bored easily. And I’m usually writing more than one story at a time, too. I find it keeps the creative juices flowing and also adds texture to my work.
Roz How do you manage them all?
Victoria Currently, I’m switching between Breath edits, storyboarding a new Cold War thriller, and writing essays on everything from family squabbles to creating compelling male characters.
Roz So much for versatility. What’s consistent in your work?
Victoria History, spirituality, family lore, dark humour. All of those tend to find their way into my work in one way or another.
Roz I have recurring themes too. I am curious about forces that lie beneath the surface; unusual ways we can be haunted and how we seek soulmates. At heart I’m an unashamed romantic. Places with lively pasts are often a trigger for me – crumbled mansions, houses scheduled for demolition, seaside towns closed for the winter.
Victoria I’m so with you on this, and I, too, get haunted by places. I wrote The Bone Church after visiting an ossuary near Prague with my then infant son. There were bones piled up all over the place. It occurred to me how there were so many different manners of death in that small chamber. People who had died of childbirth, a sword to the ribs, plague, a broken heart. The whole experience made me ache – but in a good way.
Roz Your latest project is for a new audience – YA fantasy. What steered you in this direction?
Victoria I never thought I’d write in this genre. Especially a romance, which is a genre I haven’t read very much of. But several years ago, I wrote a piece for the New York Times Modern Love column in their Sunday edition. It was about my youngest daughter being born with a catastrophic illness and how that brought my mother and me closer together. It was also about the curious, counter-intuitive blessings that come with tragic events. Things like wisdom, deeper friendships and getting to know people so far out of my own little universe. Hospitals are tremendously equalising that way.
I could not have imagined the response I got from that essay. People began writing to me, telling me about their stories – their love stories specifically. I have a blog, Cold, where I write personal essays, so it wasn’t entirely out of the ordinary for people to tell me about their lives, but this was different.
Without meaning to, I started training my writer’s eye on love. I noticed that every time I wrote an essay about love – especially the romantic kind – there was a swell of interest. Then I started writing little love stories for my own amusement – sometimes no more than a paragraph long. One of those, about a girl born at the dawn of civilisation, became the basis for Breath.
Roz And Breath is more than just prose, isn’t it? There’s artwork too.
Victoria I’m a very visual person. I love old photographs especially, and as I was writing Breath, I dreamed up a pre-Sumerian civilisation and imagined myself on an archaeological dig, excavating my characters’ lives. That’s when I started thinking of adding a visual component to this novel – original artwork from the world I’d dreamed up and old, brown-tinted photographs from some of the great archaeological digs, like the ones taken in Egypt at the beginning of the 20th century. And I loved the idea of writing about past, present, and perhaps even future archaeologists, as they uncovered my fictional universe and helped my characters solve the mysteries of their existence.
Roz So the visuals will be published in the book? Or will they be a separate special edition?
Victoria Both. I think prose and images go together like a face and a voice and can really enhance a story – especially if it’s a planned epic, where a whole world is being created. This isn’t to spoon-feed a certain aesthetic to a reader, never that, but to enhance their experience with elements of beauty and mystery that go beyond the written word. Take their imaginations even further.
Roz Let’s talk about crowdfunding Breath. How did that happen?
Victoria I’m one of 10 authors selected by Instafreebie – a company that connects readers and authors – to pilot a program that teaches authors how to use crowdfunding not only to fund projects but to energise and expand their fan base.
Roz To me, crowdfunding has one rather offputting aspect – having to push for contributions. But obviously you’ve found a balance that suits you. Tell me how you do it – and how other authors might be persuaded to embrace it!
Victoria This is without a doubt the hardest thing to get over. I’ve come to look at it this way: crowdfunding is a bit like venture capital for artists. No-one blinks when any other business raises money, but somehow artists are expected to self-finance, often work for free and even give their work away without any compensation. I don’t subscribe to that way of thinking and in fact find it untenable.
Roz I’m totally with you there. I’ve blogged about it at length elsewhere. We can’t give the impression that books can be produced out of fresh air or just for love, like a hobby. Even priests and doctors get paid. All the other people who work for us need to be paid. Creating books is not free. And writing them isn’t either.
Victoria For most artists, entrepreneurship is the only way we can continue to do what we do. We need to move beyond our own reticence and value what we offer. Joy, meaning, reflection, empathy, and entertainment are worthy and important elements in our lives. They should never be taken for granted.
You mentioned doctors, so I’ve got a good analogy for you: I remember my doctor, who was from Sri Lanka and used to run a medical clinic for the poor there, telling me how once they started charging patients, the entire dynamic of the clinic changed. They were serving the poor, so they only charged a pittance, and were barely able to buy coffee with what they took in, but both the function and the spirit of the clinic changed remarkably. Not only did the patients become more vigilant about their health, they trusted the doctors more and were far more likely to listen to their advice and change unhealthy behaviours. The overall health of the clinic population improved as a result.
The same is true with us artists and the people who consume our work, I think. It’s a pretty basic human response – to invest in something that means something to you rather than just be a passive observer.
Roz I want to do some tyre-kicking here because what you say is so important. A lot of crowdfunding campaigns don’t meet their targets. How do we get people to care enough? Especially as readers could buy a book that’s already finished and have it immediately. What makes them want to pledge money and wait for the product? How are you tackling these challenges?
Victoria Not only has this crowdfunding process forced me well beyond my comfort zone, it has illuminated how to deepen my relationships with present and future readers so that they feel connected and my characters begin to feel like a real part of their lives. Like family.
Roz How are you doing that? Can you give examples? You’ve mentioned to me that it’s already been a formative and amazing experience. Tell me how! And what feedback have you had from supporters to show that it’s working?
Victoria For me, it’s about creating value and making the experience as interactive as possible. Writers spend a lot of time alone and most of us are interior people, but we’re not necessarily introverts. We love being able to talk to readers and feel honoured when they share their stories with us. In fact, I truly consider readers like friends. We confide in each other, support each other, and are there during times of loneliness and self-doubt. The rewards I’m offering in my Breath campaign reflect that. It’s not only a matter of offering advance copies, which are great, but deleted scenes from the novel, personal emails, an exclusive short story and even story-consulting.
Roz Are there any common mistakes that authors make with crowdfunding and community building?
Victoria The first mistake is that they won’t try it. I can tell you without reservation that even if my campaign isn’t a funding success, what I will have learned and experienced in this process has been worth it. As for campaign mistakes – there are a lot of them, and I would have made them all if I hadn’t gotten such excellent advice from Instafreebie.
Videos are crucial. People want to know who they’re dealing with. It builds trust and makes your page more interesting. Really thinking through rewards you offer, so that when people get involved, they feel like they got something substantial in return for their support. Always, always focus on the reader. That’s probably the most important part.
Roz You mentioned that Instafreebie is helping with tactics, especially in terms of using the campaign to establish a long-term fanbase. How does that work? Can you tell us a few surprising things they’ve taught you? What is the basis of their expertise?
Victoria First, they will be featuring our books in their newsletter and then sharing our campaigns with those who expressed interested in our genres. They’re doing their best to create a virtuous circle for us. Most importantly, they’ve taken us through – step by step – the way to build a successful campaign page. That doesn’t mean the campaigns themselves will all be successes – even veteran campaigners have unsuccessful campaigns under their belts – but it helps us minimise mistakes, certainly.
Roz I want to return to where we started – the author who doesn’t fit into tidy boxes. There supposedly are two ways to market books – by category and by author. The latter is the slow road, because we have to seek commitment on a deeper and more individual level.
But whatever we write, I think community will become more significant for all of us. And everything you’ve been saying here chimes with this prediction by Orna Ross at the Alliance of Independent Authors.
More and more authors will embrace the craft and trade of publishing and business as well as that of writing, and develop sustainable author businesses that allow them to make a living from their writing. At the heart of this will be working out their offering to readers and how to build a community around that offering.’
I love this emphasis on community. Although writing is apparently a solitary activity, we have phenomenal resources for harnessing the positive energy that readers give us if they like our work.
I think readers enjoy keeping in touch and – like you say – feeling involved. I’ve particularly noticed it after publishing Not Quite Lost. People feel they know me. It opens a conversation and they want it to continue. And that’s lovely. It’s not cynical, about selling.
Some authors are setting up private Facebook groups – though I feel that’s risky because Facebook likes to move the goalposts if they think they can monetise. I’ve started using my newsletter much more. In that past, I didn’t know what to do with it.
I used to send newsletters only when I had a book or a course to launch. A year could go by before I had a piece of news, and all the while I was losing touch with people who hoped I was working on another book. So I decided I’d try writing more regularly, about the in-between times while a book is taking shape. Sometimes it’s about making progress; sometimes it’s about life and going round in circles. Like a blog but more personal. Some people unsubscribed because that wasn’t what they were expecting, or they’d forgotten why they were ever interested, but most have stayed with me. (Winning smile: if you want to try it out, it’s here.)
What I’ve described here is slow, of course. It has to grow organically. And here’s where I guess crowdfunding creates an occasion, a way to invite people in because it’s the start of something. It not only kick-starts a book, it can kick-start your community.
Have you got any final thoughts on this?
Victoria You said it so well. We’re in this for the long game and it’s not cynical. It’s actually very special and deeply gratifying.
Thanks for the ossuary pic Davis Staedtler on Flickr
What am I up to behind the scenes? My latest newsletter
And this blog begins 2018 on two lovely best-of lists. Both The Write Life and Feedspot nominated it as a Top 100 site for writers and self-publishers. If any of you were instrumental in this, xxxxxxxx
Alliance of Independent Authors, author platform, Breath, Cold, crowdfunding, Instafreebie, Kickstarter, Kickstarter for authors, Kutna Hora, marketing for authors, memoir, Orna Ross, ossuary, Prague, self-publishing, The Bone Church, Victoria Dougherty, YA, young adult
I know email newsletters are the holy grail of marketing and building an audience. I fully accept that we need to nudge people to sign up. I know we need to use calls to action, and not be afraid to say ‘here’s my book and here’s where to buy it’ or ‘this offer will end soon’.
But a lot of email marketing now seems to overstep the mark. And some particularly odious tactics are being taught as techniques for success.
I’ve been provoked to write this because I’ve been sent a rather tempting offer – to promote a course on email marketing, for which I’d get a 75% affiliate fee. Very generous, but … I loathe many of the tactics they teach. I can’t promote a course that teaches them. Not even for 75%.
Are there any email marketing tactics you’d like to see outlawed? Here are my top three.
Bullying pop-ups on websites
I go to a website and I’ve barely spent a second there before a pop-up nags me to sign up. A great big banner, difficult to banish, that stops me seeing anything else. People, if I can’t read your stuff, I don’t know whether I want to invite you to my inbox. Please, let me mooch around and get to know you at my own pace. It’s like being accosted by a pushy shop assistant. Yes, I know your purpose is to sell things, I’m not using you as a free museum. But before I know if I want anything, I need to look. Really look.
Sometimes these pop-ups have a ‘don’t show this again’ option. Often, they have the memory of a goldfish because clicking them makes no difference. And they even pounce on you if you’re already subscribed.
Hysterical chain of build-up emails
I know we get excited when we’ve got a launch. And we want to make the most of it. Cover reveal, early-bird review copies, paperback release etc. I don’t see anything wrong with emailing about those because they’re tangible new phases. And it’s fair enough to warn people that a special offer is about to close.
But some people send a blizzard of emails just for the sake of buzz. Watch out, an email will be coming. Then: the offer is nearly ready to send to you, are you excited? (No, I’m not.) Then: tomorrow an email is coming. It’s me again, don’t forget I’ve got a thing and I don’t want you to miss it.
Our inboxes need to lose weight. We don’t need the extra flab of empty nagging.
Prodding when you don’t respond to an offer or call to action.
‘I just wanted to make sure you didn’t miss this offer/release/crowdfunding campaign/ because I was worried that I hadn’t heard from you and I was worried that my email might accidentally have fallen into your spam folder or been forgotten or been deleted by your mischievous nephew or your arch-rival who wants to see your career collapse in tatters.’
No you didn’t. You’ve got an add-on that snitches when people don’t jump at the first email. That’s just nasty.
But do these tactics work?
I’ve seen the arguments. Pop-ups apparently get more subscriptions even though nobody ever welcomes them. Email nagging gets more sales or click-throughs, even if they’re deleted immediately because it’s the number of exposures that does the magic. But does it work, long term? What has it cost you in terms of your relationship with the reader? One of the functions of an email newsletter is to build trust, isn’t it?
The principles aren’t bad. I’m sure these tactics could be used persuasively and with grace, rather than to alienate. So let’s brainstorm – what do you respond to in email newsletters? What do you like? What makes you unsubscribe – and indeed, subscribe?
Oh, and mine is here. (Winning smile.)
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