Cait Reynolds

Self-Publishing

Letters from the Real World: Tired? Stressed? Make a list. Make it twice.

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So, I’m heading into my fourth week of this brave new world of author marketing. In the spirit of full disclosure and solidarity, here’s exactly how I’m feeling:

  • Overwhelmed by just how much there is STILL to do before my book comes out
  • Stressed by how little time there seems to do it in, even working seven days a week
  • Barely holding at bay every author’s deep-seated fears of being found to be a worthless hack
  • Frantic because my ADHD-riddled brain is full of ideas rocketing around and ricocheting off memory boards that are already operating at full capacity, and I’m terrified I’ll forget something important

Coming back from AWP with so much potential work and so many ideas was exhilarating, but all too soon (as in, as soon as the dog was picked up, the fridge purged of two well-past prime heads of lettuce, and the laundry bin full), the grim reality of everything I had to do set in.

Now, don’t get me wrong. I love what I’m doing now. I’m enjoying myself more than I have ever done in my entire professional life. The long hours are nothing to me, and if my body didn’t find ways to tell me to bugger off and get some sleep (like letting my iPad slip from my hands and bonk me in the face as I’m trying to read), I would work even longer hours.

The grim reality for me comes from facing down my biggest cognitive demon: prioritizing.

I think everyone has trouble to some degree with deciding exactly what is most important in any given moment, especially nowadays when the volume of information and variables coming at us doubles and triples by lunchtime. In ye olden days, the priority was probably clear: sit down, take quill in hand and write. Today, it’s monitoring Twitter, updating the ‘mothership’ website, working on edits, working on the WIP, keeping up with your groups on GoodReads, guest blogging, learning about new SEO techniques. A single email or tweet can rearrange your entire day in a heartbeat, and then 15 minutes later, do it again.

Right now, I’m operating on so many levels simultaneously that I feel like I’m juggling grenades, and I just lost track of the one without the pin. Here’s an example of the big categories of to-do’s I’m working on:

  • Building out the mothership: blogging, learning about meta tagging, SEO, making sure feeds work
  • Connecting with people: finding groups on GoodReads, spending quality personal time on Twitter interacting with real people, learning how to make the best use of Tumblr and Pinterest
  • Guest blogging: writing and pitching myself for guest blogs
  • Creative nonfiction writing: working on several pieces to submit to various journals
  • Publishing production: editing, proofing, filling out forms for my publisher to prepare my book for launch at the end of March
  • Writing (oh yeah, that thing): driving my current WIP to conclusion over the next few weeks, plotting the sequel to be written next month, polishing up and finishing another novel for submission, gearing up for a new stand-alone novel to be written in April as well, and researching weird stuff like electron diffusion portals in Earth’s atmosphere and the Flying Dutchman (just to name a few)
  • Misc: setting up a financial spreadsheet to track my income and expenses from my business (that would be me, Cait Reynolds, Author) so I can start to track how my books are doing and possibly correlate marketing activities to sales (*gasp* just like a business), and finding other writing conferences and trade shows that I will need to attend this year as part of my professional development

The worst part is that ALL of that is extremely important, and ALL of that needed to be done like yesterday. And a sub-worst part of that is that every item in those broad categories has three or four tasks attached to them. Suddenly, I am facing a nuclear mushroom cloud of work that is blazing “YESTERDAY NOW!!!!!!!!!” (including gratuitous exclamation mark use) across the sky.

So, what’s an author to do? Me? I make lists. Over the years, I have developed a specific method for making lists. Just writing things down doesn’t help me organize or prioritize. It’s just a bit list. So, I go through the following process, which usually includes taping multiple pieces of paper to my closet doors:

  • Write everything down…everything
  • Decide what the big categories are and rewrite the list into categories
  • Figure out what is going to support the ‘mothership’ immediately, i.e. setting a goal for three posts and a vlog every week and start putting that on a separate list of the week’s to-do’s
  • List out the social media outlets I am going to use every day and put them as repeatables on my week’s to-do’s, i.e. spend 45 minutes-1 hour checking Pinterest, Goodreads, Twitter, Tumblr every day, or maybe 30 minutes in the morning and 30 minutes in the afternoon
  • Determine what production stuff needs to be done to support my book’s upcoming publication and put that on the week’s list
  • Note how many chapters I want to get done on my WIP and what needs doing for outlining, editing, etc.
  • Put down specific deadlines for any of the creative nonfiction pieces I have

So my obscene three-page, single-spaced list is now down to one page. I now can take this one page and break it into a set of days with specific tasks each day. It ends up looking something like this:

This week, as only someone obsessed with lists can do it.
This week, as only someone obsessed with lists can do it.

In fact, March is looking so busy that I even had stuff spilling into next week, and I decided I needed to organize all that as well. Sooooo…maybe I went a little overboard…

Hyper-organized or paranoid? Or just garden-variety control issues?
Hyper-organized or paranoid? Or just garden-variety control issues?

I fully admit that I wrote everything down so I wouldn’t forget. However, I can also begin to see exactly what I did on each day, and I can begin to get a real feel for the amount of ongoing work once I’m past this crazy start-up period. Eventually, I would like to be able to use these as the basis of a routine as well as a template for marketing work around book launches and other projects.

It took me three hours, about 12 pieces of paper, seven markers, a lot of tape, and one puppy trampling of all my supplies to get to this point, but I don’t feel it was time wasted. I now feel that I am in control and have set things up so nothing falls off the radar and am making significant progress on every key area of my business every day.

Now, if you’ll excuse me, I have to go rewrite my grocery list and reorganize it by aisle.

 

 

Book Marketing

Letters from the Real World: Um, don’t forget to write.

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I know. It sounds silly. But, trust me, it’s an easy, easy trap to fall into, just like the clearance rack at Marshall’s.

I emerged from the writing cave at the end of January with my book, and then I hit the panic button and began to build my social media empire (cue megalomaniacal laughter). Then I went to the AWP ’14 conference and came home with a lot of really wonderful opportunities to write creative nonfiction pieces and get myself out there. Then, I’ve been working on the pre-publication process for “Blacke and Blue” (out today at http://www.bookstrand.com/blacke-and-blue – yeah, self-plug but hey, baby’s gotta move some volume!).

I went back to my list of books that I’m working on, and suddenly, I realized that I am way behind in my writing schedule. Now, my writing schedule list pretty freaking ambitious for most writers, but I am trying to jump start an avalanche (how’s that for a it-has-been-a-long-day-metaphor?), so I’m pushing myself to produce more, faster.

Except, I haven’t really for the past three weeks.

Oops.

I’ve been doing blog posts, five creative nonfiction articles and finishing the production for “Blacke and Blue.” I’ve been on Twitter, Goodreads, Pinterest, Tumblr. I’ve been trying to fine tune the back end of my website. I’ve been making some last minute adjustments to the promotional work for “Blacke and Blue.”

But, I have to get back on track with the writing. No new content means nothing new to market means slowing sales sooner rather than later.

Part of what got me mired so deep in marketing is trying to figure out exactly what forums were most effective for me. Was I better on Tumblr than Twitter? Would there ever be a Goodreads group I’d actually want to check in with every day? WattPad? How could I be a better Tweeter? Should I try to use Pinterest as a major marketing tool? It takes a lot of plain ol’ time and effort to answer these questions, but I think I am actually starting to get there.

I’m learning what I’m really good at: blogging, tweeting and sharing stuff on Pinterest. I’m happiest and most effective in those media. I feel like I could make something out of Tumblr eventually when I get a bit more of a routine settled and have a little extra time to work on it. I also think I could do fun things with YouTube. Again, maybe that’s phase II.

Maybe the big lesson in all of this is that it’s a long game. Maybe it’s better to get the basics solid first: get your ‘mothership’ website set up and active with regular blogging, find some niches on Twitter, and hook in Facebook. Then, over time, do trial and error with the various websites and techniques like Goodreads groups, Wattpad, etc.

Puppy-snuggling requires a minimum of 30% body contact at all times.
Puppy-snuggling requires a minimum of 30% body contact at all times.

The key word is TIME. No one should have to do what I did which is try and get an entire author platform set up in less than two weeks to get ready for the release of my book. Even if you’re not published, start now to build your website and get active on Twitter. You will be SO thankful that you did.

So, starting this week, I’m splitting my days into marketing mornings and writing afternoons. I can’t go completely back into the writing cave, as much as I would like to, nor can I just sit back and market the everlovin’ daylights out of what I currently have.

And, somewhere in all this, I need to make sure I stay on track with my outrageously demanding puppy-snuggling schedule.

Self-Publishing

Letters from the Real World: Camp NaNoWriMo

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Me at a "funny hat" NaNoWriMo get together last November.
Me at a “funny hat” NaNoWriMo get together last November.

I have been doing every single National Novel Writing Month event for about eight years now. NaNoWriMo (as it’s called) has expanded from just November to include a “Camp” in April and a “Camp” in July. The differences between November NaNoWriMo and Camp are that you can set your own word goal for Camp and you get an online “cabin” with cabin mates that you can live chat with.

Now, here’s the funny part: I’ve never, ever, ever ‘won’ a NaNoWriMo event. Ever. But I finish and publish books all the time. So, go figure.

How does this relate to book marketing? It actually does, if you don’t write in a lonely basement, cut off from the world with only you and Igor the rat you have befriended with crusts of bread from your meager meals. Um…may have gone too far on that one. Oh well.

Aside from actually writing, the whole point of NaNoWriMo is to get you hooked up with other writers. A lot those connections will help you find your moral and literary support team. Some of those connections, however, will be for people who run interesting blogs and are looking for writers. For me, at least, I’ve found that guest-blogging is a fantastic way for me to get visibility. You’ll also get offers from people who are following NaNoWriMo’ers in order to promote their editing/proofing/marketing services.

I have a lot of fun doing word sprints on Twitter, and it’s amazing how much it helps me focus and drive my word counts forward. By sharing my project, my LSW’s (last sentence written), and general banter with other sprinters, I’ve met a lot of like-minded writers and bloggers. In fact, some of the best guest-blogging opportunities I’ve had this year have come from folks I met through NaNoWriMo sprints.

The NaNoWriMo main website has message boards that are always a great place to connect with other writers, especially ones specific to your genre. You might be able to find opportunities to exchange guest-blogging gigs or get inspired by some of the things they have done to promote their books.

For Camp NaNoWriMo, I love the cabin setting, where you can chat with your cabin mates. Last summer, I ended up with a group of amazing women also writing paranormal romances. We ended up wanting to name our cabin because we were just awesome that way. We put together a long list and narrowed it down to “Cabin of Lost Souls” or “Cabin with a Cauldron.” In a stroke of brilliance, one of the campers suggested “Cabin of Lost Souls with a Cauldron.” TEAM COLSWAC was born. Yes, we are designing a mug. No, you can’t have one.

We are together again for April, and I’m super excited to be with them in my cabin. I’m also making plans to be bigger, better and badder on Twitter for sprinting because it’s just so much fun, and I really do have a lot to share now. My Camp project is to finish book 3 of my Blue Moon series, “Blue Blood.” I’ve set a goal for 60k words, and I’m totally ready to go for it.

I guess today’s real world lesson is be yourself and get out there. Even if something seems like just a writing event, get involved and start getting to know people. You never know where it will lead…and when you’ll come up with coffee mugs.

Book Marketing

Letters from the Real World: So, you’ve got a blog. Now what?

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This is my blogging face.
This is my blogging face.

I am terrible at blogging consistently. It’s a true struggle for me. I have lots of ideas of what to write about, but the fact is, very few of them make it to my keyboard. Maybe it’s my self-sabotoging perfectionism rearing its ugly head. Maybe it’s my own Judgy McJudgerson attitude about what I choose to read in a blog.

Either way, I struggle.

The following are issues that drive me nuts about bloggers and blogs (including myself!!!), and a big part of my struggle is figuring out how to circumvent these:

  • Half-baked, fluffy and/or meandering posts: I’m not just talking about the quality of the writing (see bullet #2). I’m talking about the crap that gets thrown up on blogs just for the sake of hitting the social media frequency meter. Everybody has a different tolerance for fluffy posts and what they consider to be fluff. But, you can only be better served by catering to the Judgy McJudgersons of the world and developing a strategy for your content.
  • The quality of the writing (or OMG, your editor needs a raise!): I hate proofreading and am not very good at it, but I have learned a trick of walking away for a period of time and coming back fresh to check for typos. Typos, grammar, spelling – that’s just scratching the surface. Let’s talk structure – a post has a beginning, middle, and end. A post should start with a journalistic hook. A post should have paragraphs that flow into each other and build support for your premise in the first paragraph. (Yes, it’s sounds like a college paper, but seriously, respect your readers’ time by making the posts as well-written as you can.)
  • “Vegetarian Spam”: This is what I call the incessant hounding of readers and potential readers to check out your blog. It’s not as bad for you as real Spam, but it’s not exactly great for you, either, potentially lacking in solid nutritional value…especially if you’re constantly asking me to go check out your half-baked fluff.
  • HootSuitism: Closely related to Vegetarian Spam. STOP with the endless repeats of promos for your posts and articles. I might like you as a person, and I will feel guilty, but I will unfollow you on Twitter if you clog it up with five promo posts a day. Sorry. I know there are multiple schools of thought on how often to post on Twitter, but as a semi-regular “lay” user, I abhor people who promo themselves and their posts more than three times a day – especially if that content is from last month…
  • “Celebrities Lifestyle”: I’ve got my hands full with my life. I don’t have time to read about another person’s mundane life. What’s it to me? I’ve sinned like this a lot in the past. I understand now that it’s not about me. It’s about the reader.

It’s about the reader.

So, here are some things I’ve spent a couple of weeks really thinking through and working on in terms of how/what/why I blog:

  • What is the purpose of your website/blog? Aside from selling books. What do you, as a human being, have to say?
  • Brainstorm (without self-editing) a list of topics you consistently want to write about
  • Who is your target reader friends with? What is this friend interested in? What makes this person share a blog post?
  • Don’t blog just to blog. Say something important or meaningful. EVERY TIME.
  • Judicious promotion: how much, when, where, etc. Where are my readers and their friends? When do they check social media? When do I ease off the gas pedal of promo? Can I build that into a marketing schedule and strategy?

Blogging is a marketing tool, but remember, what it markets is YOU. You are writing because you have something to say, something that’s inside of you that is unique. A blog is a powerful tool. That is why everyone talks so much about using it and “leveraging” it. But a blog is only as powerful as your words. I now have a quote from Anais Nin (one of my faves!) on my bulletin board:

“If you do not breathe through writing, if you do not cry out in writing, or sing in writing, then don’t write, because our culture has no use for it.” Anais Nin, The Diary of Anais Nin, Vol. 5, 1954

Book Marketing

The Myth of Traditional Publishing

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Many aspiring authors dream of landing a traditional publishing deal, believing it’s the golden ticket to success. The assumption is that once you’ve signed on the dotted line, your publisher will handle everything—marketing, promotion, social media, and building your author platform. Unfortunately, this is a myth. In reality, the responsibility for building and maintaining an author platform falls squarely on the author’s shoulders. This is another piece of the “Don’t Shoot the Messenger” series, I suppose. Don’t be upset with me! I am just telling you what agents and publishers are telling me!

I have had this conversation with more authors, agents, and publishers than I can count, and I assure you– everyone says the same thing.  Agents and publishers say “Oh yeah, we won’t even call an author that doesn’t have all of that set up,” and authors say “publishers are going to set all that up for me.”

I’m here to shed some light on the disconnect and snap authors out of that assumption. If you are trying to get traditionally published, do not go querying a bunch of agents until you at least have your platform set up.  I’m SERIOUS!!

What is an Author Platform?

An author platform refers to your ability to reach and engage with your audience. This includes:

  • A professional author website.
  • Active and engaged social media accounts.
  • An email list of subscribers who want to hear from you.
  • Connections with your readers and a presence in your niche or genre.

Why Authors Need a Platform Before Signing a Deal

Traditional publishers are businesses. They invest in authors they believe will generate a return on their investment. A strong author platform is often seen as evidence that you can sell books. Here’s why:

  1. Proof of Marketability
    • Publishers want to see that you’ve already built an audience that will likely buy your book. If you have a substantial email list or thousands of engaged social media followers, it’s a good sign that your book has a built-in readership.
  2. Reduced Risk
    • A strong platform shows publishers that you’re willing and able to market yourself, reducing the burden on their marketing team.
  3. Attracting Agents
    • Literary agents also look for authors with established platforms. They’re more likely to represent someone who has taken the initiative to build a presence and connect with potential readers.

What Publishers Don’t Do

While traditional publishers provide some support, there are significant gaps in what they offer:

  • Limited Marketing Support: Unless you’re a big-name author, the marketing budget for your book may be minimal.
  • No Personalized Social Media Management: Publishers don’t manage your social media accounts. You’re responsible for engaging with your audience.
  • No Guarantees of Success: Even with a publisher’s backing, your book’s success largely depends on your efforts.

Building Your Platform: Start Now

If you’re serious about pursuing a traditional publishing deal, start building your platform today. Here’s how:

  1. Create a Professional Website
    • Include an author bio, blog, book details, and a way for readers to subscribe to your email list.
  2. Grow Your Email List
    • Offer a reader magnet, such as a free short story or exclusive content, to encourage sign-ups.
  3. Engage on Social Media
    • Focus on platforms where your target audience spends their time. Post consistently and interact with your followers.
  4. Network with Other Authors
    • Collaborate with other writers in your genre to expand your reach.
  5. Write Consistently
  • Publish blog posts, articles, or short stories on your website or through platforms like Medium to engage readers regularly.
  • Share behind-the-scenes updates about your writing process or book progress to keep your audience invested.
  • Participate in writing challenges (e.g., NaNoWriMo) and share your experience with your audience.
  • Offer free content, like bonus scenes or character backstories, to reward loyal followers and attract new ones..

Again, don’t get mad at me!  You’re a writer! You should be fine writing!  I didn’t make the rules!

  • What You Need to Get a Meeting with an Agent (Yes, I Asked a Real Agent About This)

    Before you even get a foot in the door with a literary agent, you’ll need:

    • A polished manuscript or book proposal.
    • A query letter that highlights your platform and marketability.
    • Evidence of your platform’s strength, such as email list numbers, social media followers, and website traffic.

    Debunking the Myth

    Believing that traditional publishing will handle everything is not only untrue but also a potentially career-damaging misconception. Today’s publishing landscape demands that authors take an active role in their marketing and promotion.

    By building a strong author platform, you’re not just increasing your chances of landing a publishing deal—you’re setting yourself up for long-term success. Remember, the sooner you start building your audience, the more opportunities you’ll create for your writing career.

     

    What You Need to Get a Meeting with an AgentBefore you even get a foot in the door with a literary agent, you’ll need:

    • A polished manuscript or book proposal.
    • A query letter that highlights your platform and marketability.
    • Evidence of your platform’s strength, such as email list numbers, social media followers, and website traffic.

    Debunking the Myth

    Believing that traditional publishing will handle everything is not only untrue but also a potentially career-damaging misconception. Today’s publishing landscape demands that authors take an active role in their marketing and promotion.

    By building a strong author platform, you’re not just increasing your chances of landing a publishing deal—you’re setting yourself up for long-term success. Remember, the sooner you start building your audience, the more opportunities you’ll create for your writing career.Share blog posts, articles, or updates to keep your audience engaged while you work on your book.

    If you have absolutely nothing, go ahead and set all of this stuff up, write and publish a short novella, and use the follower funnel method to connect with and gain new fans (or pay for Amazon Advertising to get people to join your email list).

    Share blog posts, articles, or updates to keep your audience engaged while you work on your book.

Email Marketing

Author Email Marketing Success Stories

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Building a large email list is often the secret weapon behind many successful authors. It’s a direct, reliable way to engage with readers, promote books, and establish a loyal audience. Unlike social media, where algorithms can bury posts, an email list ensures authors control their communication, making it one of the most effective tools in the publishing world. Let’s explore why having a large email list matters and highlight authors who’ve used it to their advantage.

Why Building an Email List Matters

  1. Direct Access to Readers: Email lists give authors the ability to connect directly with their readers. Every email goes straight to the inbox, bypassing the clutter of social media. This connection ensures your messages reach readers without interference from algorithms.
  2. Reliable Platform: Social media platforms change policies, algorithms, or even disappear entirely. Your email list, however, is an asset you own. It provides stability and control over your audience engagement.
  3. Stronger Relationships: Regularly emailing your list allows you to nurture relationships, share exclusive content, and build trust with readers. A loyal subscriber is more likely to buy your books and recommend them to others.
  4. Boosted Sales: A well-timed email campaign can lead to significant book sales, especially during launches, pre-orders, or special promotions. Emails drive direct actions and immediate results.
  5. Opportunities Beyond Books: A large email list can be leveraged for speaking engagements, courses, merchandise sales, or other ventures. The possibilities extend far beyond publishing.

Success Stories: Authors Who Mastered Email Lists

1. Hugh Howey

Hugh Howey, the self-published author of Wool, used his email list to build a strong following before his book went viral. By regularly engaging with his readers and offering exclusive insights into his writing process, he turned casual fans into loyal advocates who helped spread the word about his work. Hugh Howey

2. Mark Dawson

Mark Dawson, author of the John Milton series, is a shining example of how email marketing can transform a career. After struggling to gain traction with his early books, he shifted focus to building an email list. By offering free content, such as a novella, he grew a list of engaged readers. His email campaigns now play a pivotal role in his book launches, often leading to instant bestseller status. Mark Dawson

3. Bella Andre

Bella Andre, a bestselling romance author, leveraged her email list to establish herself as a leader in indie publishing. Her strategy involved providing early access to new releases and exclusive updates to her subscribers, fostering a loyal fanbase that eagerly purchases her books as soon as they’re released. Bella Andre

4. Brandon Sanderson

Fantasy author Brandon Sanderson has built an immense email list by consistently offering value to his readers. Whether it’s sneak peeks, Kickstarter updates, or announcements about his latest projects, Sanderson’s emails keep his audience engaged and excited. His recent record-breaking Kickstarter campaign, which raised over $40 million, showcased the power of a dedicated, email-connected fanbase. Brandon Sanderson

5. Tim Ferriss

Tim Ferriss, author of The 4-Hour Workweek, uses his email list to provide valuable content, including exclusive podcast episodes, experiments, and insights from his books. His list helps him maintain a loyal following and drive interest in his projects, from books to courses and beyond. Tim Ferriss

6. Seth Godin

Seth Godin, a marketing expert and bestselling author, has long been a champion of email lists. Through his daily blog updates sent directly to subscribers, he delivers thought-provoking insights on marketing, creativity, and leadership. His email list has been pivotal in establishing him as a thought leader and driving sales for his numerous books. Seth Godin

7. David Gaughran

David Gaughran, author of Let’s Get Digital, has built a strong reputation as a champion for indie authors. His email list offers practical advice on self-publishing, marketing, and navigating the digital publishing world. His insights have helped countless authors achieve success. David Gaughran

8. Cheryl Strayed

Author of Wild, Cheryl Strayed uses her email list to connect deeply with her readers. She shares essays, reflections, and updates about her work, fostering a sense of intimacy and loyalty that drives her book sales and public appearances. Cheryl Strayed

9. Rupi Kaur

Poet and author Rupi Kaur leverages her email list to share new poems, tour dates, and behind-the-scenes glimpses of her creative process. Her dedicated readers eagerly engage with her updates, making her list a critical part of her marketing strategy. Rupi Kaur

10. Neil Gaiman

Neil Gaiman, the beloved author of American Gods and Coraline, uses his email list to keep his vast fanbase informed about new projects, upcoming events, and exclusive content. His personable and engaging emails strengthen his connection with readers worldwide. Neil Gaiman

11. James Clear

James Clear, author of Atomic Habits, grew his email list by offering valuable insights and actionable advice on habits and productivity. His weekly newsletter, “3-2-1 Thursday,” has become a favorite among his audience and played a significant role in his book’s success. James Clear

12. Rachel Hollis

Rachel Hollis, author of Girl, Wash Your Face, built her email list by sharing motivational content, event updates, and exclusive resources for her followers. Her list has been essential for promoting her books, courses, and conferences. Rachel Hollis

13. Michael Hyatt

Michael Hyatt, leadership expert and author, uses his email list to provide productivity tips, leadership advice, and updates about his books and courses. His strategic email campaigns have helped him build a thriving online business. Michael Hyatt

14. Marie Forleo

Marie Forleo, author of Everything is Figureoutable, connects with her readers through her email list by offering insights on business, life, and creativity. Her list is also a major driver for her popular online course, B-School. Marie Forleo

15. Elizabeth Gilbert

Elizabeth Gilbert, author of Eat, Pray, Love, keeps her audience engaged through thoughtful, inspiring emails. She shares personal updates, writing insights, and exclusive content, fostering a strong connection with her readers. Elizabeth Gilbert

16. Ryan Holiday

Ryan Holiday, author of The Daily Stoic, uses his email list to share daily Stoic wisdom, insights into his books, and exclusive updates. His consistent, value-packed emails have built a loyal following and significantly boosted his book sales. Ryan Holiday

17. Gretchen Rubin

Gretchen Rubin, author of The Happiness Project, leverages her email list to share happiness tips, podcast updates, and new book announcements. Her list is a cornerstone of her brand and a key driver of her book sales. Gretchen Rubin

18. Jeff Goins

Jeff Goins, author of Real Artists Don’t Starve, grew his email list by providing valuable resources for writers, such as free eBooks and writing tips. His list has been essential for promoting his books and online courses. Jeff Goins

19. Joanna Penn

Joanna Penn, author of multiple bestselling non-fiction books for authors, credits much of her success to her email list. Through her platform, The Creative Penn, she provides value to her audience by offering insights into self-publishing, writing, and marketing. Her list allows her to sell her books, courses, and premium memberships, making her a trusted voice in the industry. Joanna Penn

20. Lisa See

Lisa See, author of The Island of Sea Women, uses her email list to share insights into her historical research, writing process, and book updates. Her engaging content fosters a deeper connection with her readers and drives book sales. Lisa See

No, your eyes are not deceiving you– many of these authors are also on the author website list!

Strategies for Growing an Email List

  1. Offer a Lead Magnet: Provide a freebie, such as a novella, short story, or sample chapters, in exchange for email sign-ups.
  2. Consistent Engagement: Send regular, valuable updates to your subscribers. Share writing insights, personal stories, or exclusive behind-the-scenes content.
  3. Collaborate with Other Authors: Partner with authors in your genre to cross-promote each other’s email lists.
  4. Use Social Media Strategically: Promote your email sign-up link on social media platforms, emphasizing the benefits of joining your list.
  5. Invest in Ads: Platforms like Facebook and Instagram can be effective for promoting lead magnets and growing your list.

Lessons from Successful Authors

  • Provide Value: The most successful authors with large email lists focus on delivering value to their readers. This could be exclusive content, insights into their lives, or early access to books.
  • Consistency is Key: Regular engagement keeps your list active and ensures subscribers remain interested in your updates.
  • Know Your Audience: Tailor your emails to the preferences and interests of your readers to maintain high engagement rates.
  • Start Early: The earlier you start building your list, the more momentum you’ll have for future projects.

Conclusion

For authors, an email list is more than just a marketing tool—it’s a direct line to readers, a source of stability in a fluctuating industry, and a key driver of success. Authors like Joanna Penn, Hugh Howey, Mark Dawson, Bella Andre, Brandon Sanderson, Tim Ferriss, Seth Godin, and many others have proven the immense value of cultivating and leveraging a strong email list. Whether you’re just starting out or looking to grow your existing list, investing time and effort into email marketing can be the game-changer your career needs.

Book Marketing

How to Use Pinterest to Sell Books (and Promote Yourself as an Author)

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Pinterest might not be the first platform that comes to mind when you think about book promotion, but it’s actually a hidden gem for authors. With its highly visual and evergreen nature, Pinterest can help you reach readers, build your brand, and even drive traffic to your books and website. Here’s how you can use it to your advantage.

Before diving into Pinterest, make sure your author platform is set up properly. This means having an author website with a professional design, a clear bio, and easy-to-find links to your books. If you have a blog, even better—you can use Pinterest to drive traffic to your posts. Don’t forget to set up an email newsletter so you can capture and connect with readers who find you through Pinterest. Having these foundational pieces in place ensures that the traffic Pinterest generates has somewhere valuable to land.

Pinterest functions more like a visual search engine than a social network. Users come to Pinterest to find inspiration, solutions, and ideas—which means they’re actively looking for content like yours. Unlike posts on Twitter or Instagram that quickly get buried, Pinterest pins can continue to drive traffic and engagement for months or even years after they’re published. Better yet, Pinterest attracts readers, educators, and creatives, making it a great platform to connect with your target audience.

Pinterest is particularly well-suited for certain types of authors and books. Genres like romance, fantasy, self-help, and cookbooks tend to thrive because they align well with Pinterest’s visual and aspirational nature. Nonfiction authors focusing on topics like productivity, home improvement, or wellness also perform strongly, as Pinterest users often search for actionable tips and solutions. The platform’s demographics lean heavily toward women (about 60%), with a significant portion of users aged 25-54. This makes it ideal for reaching female readers, book club enthusiasts, or individuals looking for inspiration and personal growth.

To get started, create a Pinterest business account so you can access analytics and advertising features. Use a professional author photo and write a clear, keyword-rich bio that includes a link to your author website or Amazon author page. Then, set up niche boards that cater to your audience’s interests. For example, if you write romance novels, you might create boards like “Romantic Reads” or “Love Stories to Swoon Over.” For nonfiction authors, try boards like “Productivity Tips” or “Best Self-Help Books.”

One of the most effective ways to promote your books on Pinterest is by designing beautiful, eye-catching pins. Use free tools like Canva to create pins that feature your book cover, a compelling tagline, and a call-to-action like “Buy Now” or “Read More.” Make sure your pins are vertical (2:3 ratio) and high-resolution. Write descriptions for your pins that include relevant keywords, such as your book’s genre or themes, and link each pin to a relevant page, whether that’s your book’s Amazon page, your website, or a blog post.

But don’t make it all about promotion. Share valuable content that complements your brand, like writing tips, inspirational quotes, book club discussion questions, or behind-the-scenes looks at your writing process. Joining group boards in your genre can also help you reach a larger audience. Look for active boards with lots of followers and contribute regularly.

Consistency is key on Pinterest. Pinning regularly—at least a few times a day—keeps your content fresh and helps you stay visible. Use Pinterest analytics to track which pins and boards are driving the most traffic, and focus on what works. You can even experiment with Pinterest ads to amplify your reach by promoting your best-performing pins. Don’t forget to leverage seasonal trends by creating pins around holidays or seasonal themes that tie into your books, like promoting your cozy mystery series in the fall or your romance novel near Valentine’s Day.

Pinterest is more than a place for DIY projects and recipe ideas. For authors, it’s a powerful tool to connect with readers, build your brand, and promote your books in creative ways. With a little effort and consistency, Pinterest can become a valuable part of your marketing strategy. Start pinning and let your books shine!

Self-Publishing

Letters from the Real World: I don’t give a Hoot(suite)

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I really tried. I really gave it the old college try. But, I just cannot get into HootSuite.

I know it’s supposed to make life easier for me, but frankly, it just gives me anxiety. Setting it up was a pain, and I’m still not sure I have it right.

But, more than that, it makes me feel disconnected. It makes the social media experience feel impersonal, which is the opposite of what I think it should be. Seeing all the lists and tabs and everything gives me a sick feeling of panic. I begin to think there’s no way I can adequately keep up with everything and respond to everything.

Now, granted, I don’t have thousands of followers on Twitter (nor do I follow thousands), and I use the “mute” function liberally. I interact with the people I see on Twitter when I get on to check in. This results in random times of day/night tweets and interactions, but that’s one of the things I like about Twitter.

I’ve seriously cut down the number of Facebook groups I’m in and only really participate in a few key ones, and not all of them have to do with writing.

I lurk on Tumblr, pin on Pinterest, and watch stuff on YouTube. I neglect Google+ unashamedly, and I occasionally remember to update LinkedIn. I don’t feel I need HootSuite for all this.

Basically, I manage my social media through a browser tab open to Facebook and a browser tab open on Twitter. For now, that will do. (That’ll do, pig. That’ll do.)

I am open-minded enough to know that I might need to do further organization of contacts and lists and such if/when I get more followers, or if my blog takes off, or whatever. But, even then, I still don’t know if I could use a social media management program.

By then, though, I’d like to think I would have a personal assistant or intern (aka minion).

A girl can dream, right? :p

Self-Publishing

Letters from the Real World: Viral is as Viral Does

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Photo on 4-20-15 at 9.36 AM #5I feel like I haven’t left my computer since Friday morning. I’ve been averaging 12-14 hours a day at the computer.

And, I haven’t been writing.

I have been 100% engaged with people online.

Last Friday, we announced the cover reveal for my upcoming book, Downcast. The ARC and cover went up on NetGalley. It was tweeted, facebooked, and blogged. And then…it caught fire.

In some ways, this is a continuation of last week’s post about how I’ve decided to use social media for marketing. As a result of my determination to focus on building good relationships and being deeply personal and attentive in every interaction, I found that I was running like a hamster on a wheel with trying to keep up with the number of tweets, inquiries, and messages.

However, I found that it was well worth investing my time in looking at people’s profiles before I replied, making every reply as honest and personal as I could, and trying not to miss thanking a single person for whatever message or tweet.

Not only did I feel genuine gratitude and enjoyment from the interactions I had, but other people picked up on the interactions, liking, retweeting, and messaging me directly. Word started spreading, and more requests and messages came in.

There’s a lot of science and studying going on, trying to figure out how things go viral (and all the varying degrees of viral). I’d like to add my observations to the data.

First, you have to have a good product. The video has to be funny. The book cover has to be intriguing. The synopsis has to be engaging. The one-liner joke has to be hilarious and timely.

Second, you have to engage. There’s no viralbot that makes things go crazy. It’s people sharing with people, who share with people, who share…So, you have to buckle down and engage with that first group of people who show interest. And, you have to be genuine about it. And…it doesn’t hurt to engage with the second, third, and tertiary tiers of people who share as well.

It’s a lot of work, though. I’m a deep-dyed introvert, so putting myself out there is very challenging and tiring. This isn’t to say that I don’t enjoy it. It’s just that it’s a test of how much I want to succeed.

Today is my Amazon pre-order announcement, and I’ve been at the computer since 7:00 a.m. working on posting to Facebook, my website, and Twitter. I’ve been replying to every message as it comes in. There’s more to do tomorrow, too. More places to let people know my book is on pre-order, and more people to talk to, meet, and hopefully establish relationships with.

Further Updates on Using Social Media

Yesterday, I spent an hour going through all the Facebook groups I belonged to and deciding how I was going to tackle the issue of posting to groups.

I left a lot of groups…a LOT of groups. I then looked at what was left and divided them into two categories.

One category is for the groups I interact with on an almost daily basis. These include my Basenji groups, several writing groups, and neighborhood groups.

The other category I decided would be major book promotion outlets. These are groups that have 10,000+ members and are primarily for posting promotional notices. I have 10 of these groups. There are two other groups for connecting authors and bloggers/reviewers, and I kept those as well.

That’s it. That’s all I’m going to do with Facebook groups.

I’ve also decided that I will not repetitively post or tweet just my pre-order link. I will be promoting, but I will try to include fresh and interesting content for every time I decide to promote. The bad news is that means there’s a lot of work ahead for me. The good news is that I’m so excited about my book and have so many things I want to share about it.

So…onwards and upwards!

And, because girlfriend needs to pay for Denny Basenji’s doggie kibble, here’s the Downcast announcement!

288_0.346071001428439487_downcastfinal2.9ebook-2About Downcast – Pre-Order at Amazon!

What would you do when faced with an impossible truth? Written with heart and passion, Downcast by Cait Reynolds is ripe with twists you never saw coming and love that defies the odds in this intense new Paranormal Romance retelling one of mythology’s greatest love stories.

It’s the start of Stephanie Starr’s senior year of high school, but sadly, this is no life of the prom queen. Stuck at the bottom of the high school social totem pole, Stephanie is forced by her domineering mother to wear lumpy linen dresses and eat organic tofu for lunch in a world of mini-skirts and pizza.

What Stephanie doesn’t anticipate is gorgeous and cocky Haley Smith who breaks social convention and pursues her with a determination that is both terrifying and flattering. Afraid that Haley is simply trying to set her up for massive humiliation, Stephanie does her best to push him away. But the more attention he pays to her, the more she runs, and the more everyone else begins to notice.

Instead of a loving family to support her as the mean girls make their play, Stephanie’s mother begins to unravel mentally, her possessiveness of Stephanie spiraling to new and frightening extremes. Stephanie is forced to grow up, find herself, and learn the truth about her past in order to save her mother, her friends, and her town. When the truth is revealed, nothing can prepare her for the outrageous reality of her existence…and nothing can save her from her fate.

Except Haley.

 

Book Marketing

Why It’s So Important to Establish Your Author Platform First

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When it comes to marketing your book, think of it like fueling an airplane. Advertising, appearances, and promotions are the gas that powers your journey. But before you pour fuel into the tank, ask yourself: Is the airplane even built? Without a solid author platform, your promotional efforts may go to waste. Building your platform first ensures you’re ready to take full advantage of every opportunity—and here’s why.

 

Your Platform as the Foundation

An author platform is your home base, the essential foundation of all your marketing efforts. This includes your website, social media profiles, email list, and personal brand. If you start promoting your book without a platform, readers won’t have anywhere to go. Imagine launching an ad campaign or appearing on a podcast, only for potential readers to search for you and come up empty-handed. With a well-built platform, however, you create a seamless, engaging experience that keeps readers invested in your journey.

Creating a Place for Readers to Land

Promotions drive traffic, but that traffic needs a place to land. A professional author website serves as your central hub, featuring an “About” page, links to your books, an email signup form, and a blog or news section. Social media profiles and an email list add further touchpoints for readers to connect with you. When these pieces are in place, you can maximize the impact of your promotions, capturing potential readers and turning them into loyal fans.

Image Idea: A welcoming, beautifully designed website screenshot or template.

The Long-Term Value of a Platform

Unlike short-term promotional campaigns, an author platform builds lasting relationships. Readers who discover your work can follow your journey, subscribe to your updates, and eagerly await your next book. Without a platform, you’re relying on one-time sales. With one, you’re cultivating a fanbase that grows with you over time.

Image Idea: A tree with deep roots and branches symbolizing growth over time.

Avoiding Wasted Effort

Skipping the platform-building stage can lead to rushed, poorly executed efforts later. Imagine scrambling to design a website or create consistent social media branding while promotions are already underway. This not only creates stress but also risks losing valuable traffic. By building your platform first, you create a marketing machine that’s efficient, professional, and ready to support your efforts.

Image Idea: A busy worker juggling multiple tasks with a caption like “Don’t rush—build it right the first time.”

Defining Your Brand

Your platform is where you define who you are as an author. Are you a mystery writer with sharp wit? A children’s storyteller creating magical worlds? Your platform communicates your unique voice and personality, attracting the right audience and setting you apart in a crowded market. Readers don’t just fall in love with books—they fall in love with authors. Your platform ensures they connect with you.

Image Idea: A stack of books labeled with different genres to represent an author’s varied identity.

Marketing Without a Platform: A Costly Mistake

Running ads or attending events without a platform is like burning money. Even if your promotion succeeds, you’re only seeing one-time sales with no way to re-engage those readers. A strong platform changes that. Readers can visit your website, join your email list, and stay connected for future updates. This creates a self-sustaining system where every promotional activity builds momentum for your long-term career.

Image Idea: A pile of burning dollar bills with a caption like “Marketing without a platform is throwing money away.”

Your Platform Is the Airplane

Returning to the airplane analogy, your platform is the structure that supports your journey. The website acts as the cockpit, controlling everything. The email list serves as the communication system, connecting you directly to passengers (your readers). Social media forms the exterior design, drawing attention to your brand. Promotions, like fuel, power the journey—but without the airplane, you’re going nowhere.

Image Idea: An airplane diagram labeling each part as a component of an author platform.

Final Thoughts

Establishing your author platform before promoting your book is the most critical step in building a successful writing career. It ensures your efforts are effective, your readers are engaged, and your brand is clear. Think of your platform as the airplane—it needs to be built and ready for flight before you add fuel. Once it’s in place, you’ll be prepared to soar.

Image Idea: A plane taking off into the sunset, symbolizing success and readiness.

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