Okay, writing a book is hard. Then you have to edit it and work on either self-publishing it, finding an indie press you like or querying agents and hoping you snag one. Writing a book is tough work and once your book is published (unless you trad publish, and sometimes even then) you still have to market it and get readers! A lot of that comes with building your audience even before your book is out. Of course, you cannot stop marketing and pushing once the book is out in the world, but sometimes the best way to market is word of mouth. And how will people know unless you get them interested beforehand?
This post is geared more towards those newer in their writing journey, or those who have never sought publication before so don't get upset if you don't fall into that category and feel that you already know all of the things I am about to say.
1. Giveaways
Everyone likes free stuff. Free stuff is eye-catching and attention grabbing. And there are so many options that it isn't like you'll feel as though you are copying some other author. If you want to build your audience, a giveaway is a great option. Every follow on a social media account can be one entry into the giveaway. If you have a Ko-Fi page, Discord, or newsletter, those can each be two entries. And once they follow you, they'll see your posts for, at minimum, the duration of the entry period to your giveaway. This gives you ample time to catch their attention and become a part of your readership!
Examples include:
Signed copy of your book.
A special edition, if you have one.
Some special book swag (stickers, notebooks, bookplates, bookmarks, etc.)
2. Newsletters
Newsletters could probably be a post in and of themselves. But I will give you the short version. All writers who hope to publish or are published should have some form of a newsletter that they post at least semi-regularly on. This (Ko-Fi) is one of mine! I am also on Substack and have a newsletter on my website Powell Editorial. Newsletters keep your readers interested in what you're doing in the in-between time of your latest book release.
I am not going to say that you have to publish every week or twice a week. I won't even claim you have to publish to it every month, however there should be a consistent schedule and some consistent bits and pieces in your newsletter. If it is a blog with book reviews, don't just switch over to recipes (unless you happen to be working on a cozy mystery featuring food). Likewise, don't put more on your plate by saying you'll post every week and then get overwhelmed because work, home life, writing and just life in general, gets to be a lot.
For example, the Powell Editorial newsletter is monthly and showcases book reviews, new merch, and some coupons, also maybe some appearances if I am going to be anywhere. Here on Ko-Fi, it's more about editing and the writing journey in general. And on Substack, it is a mishmash lol. I include anything my bookish mind feels like writing and that seems to be working for me thus far!
Newsletters are a great way to keep you in the mind of your prospective readers, and as long as you don't spam them or completely disappear for a year or two, they aren't likely to unsubscribe.
3. Freebies
This is similar to giveaways, but not really the same thing. Giveaways typically happen on social media and are a limited time thing. Freebies can be attached to social media, your website...and they are more or less perpetual.
One great freebie is attaching a short story to your newsletter sign up. If you have a "deleted scene" or chapter or maybe even a chapter from another character's POV, these are also things to get readers interested. Let's be honest, just because someone has our book doesn't mean they are signed up to the newsletter. This is a great way to get that sign up or that follow.
4. Being Active (And Engaging!) On Social Media
Having social media is not enough. If you never post, follow 3 people or use it only to discuss the fact that you don't like bugs, it is probably not going to do you any favors in your writing journey. Sorry, not sorry.
Be active on social media, follow others in the writing community, engage with posts about your WIP (work in progress). Maybe share something fun pertaining to your characters, like a moodboard or some character art if you have it. Writing a fantasy world? Give us your map! Share a cool quote from the antagonist. The possibilities are endless. But the trick is to balance sharing your book with commenting on others' work and replying to messages.
Of course, no one should spend hours a day on social media, but when you're a writer, it is best to be intentional about how you allocate the time you spend there. You can't just doomscroll and expect to build your audience. You have to be engaging and meet your ideal audience where they are.
5. Be A Guest, Be A Guest!
What? Yes, I was singing a Disney song in my head as I typed this, but that is neither here nor there. One great way to build your audience is to get in front of another person's audience. Look into being on podcasts, being a guest reviewer on someone else's blog, see if you can be a presenter on a panel at a conference. Or maybe just get a table or two at a conference. And make sure that you present yourself well. Share your books, where you can be found, some cool info. And if this is an in-person thing, consider a bookmark with your info on it rather than a boring old business card. Take pictures and share them, tagging anyone who was also there.
Doing this gets your face and name out there. And if you've pitched your brand or your book well in that podcast or panel, someone will look it up. Trust me. You just have to do your part to get them interested. Then make it easy to find your newsletter, socials, website.
So, there you have it 5 great tips for burgeoning writers to build their audience! But these tips are also great for editors, designers, and illustrators!
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