Category: Marketing

It is Tuesday morning again and I am fretting. An article is due in a few hours and it is not ready. I have barely recovered from Friday’s article and the next one is due again. It is not that I don’t do anything about them the whole week and just spin-off 1000 to 1500 words articles on Tuesday and Friday mornings. The whole week goes into the preparation.

Finding topics that will be useful to my readers, researching, outlining, finding relating and interesting stories, and then writing and editing them take hours. This one commitment to my readers take 40% of my working time (used to be 70%, I am getting quicker). Why do I do it?

Because it is important.

Writing articles is a great way to educate your readers, establish authority in your field, and most importantly staying in contact with your readers.

And you know dear writers, how important it is for us to stay in contact with our readers.

Without readers, there is no point in writing. Yes, we write for ourselves but we only do so when we want to take the weight off our chest or want to use writing as a therapy. Most of the stuff we write for ourselves is a rant.

Writing for a readership is the way to grow as a writer and to find meaning in our labour.

Now that we have established that we do need readers, we need to find them and stay in regular contact with them. How to find readers is a whole different topic which I will address in another article. In today’s article, I am going to address how to stay in contact with readers once you have a few of them subscribe to your newsletter.

Is article writing the only way to stay in contact with your readers?

No, it isn’t. There are other means.

There is a difference between articles and newsletters and their purpose.

An article is 1000-2000 words “editorial” or “feature article” like writing usually on one small aspect of a topic that involves some research and includes writer’s observation, inference and recommendation. Its purpose is education. It features on authors’ websites and may and may not go to the subscribers via email.

A newsletter on the other hand is an email kind of correspondence drafted to stay connected with your readers and goes out to all those who have subscribed to them. Its purpose is communication. It can be of any form – from a full-fledged article like I send to you twice a week to an informal email to talk about your day.

There are three ways the writers can draft their newsletters.

1. “Editorial” or “Feature Article” style
2. “Link” style
3. Blog style

1. “Editorial” or “Featured Article” Style

This form is best suited when you want to educate your readers and impart your knowledge and experience in a regular way.

It is also the most labor-intensive and requires a lot of commitment. But it has its benefits. Articles build your platform, populates your website with useful content, and establishes you as an authority in your field.

Article writing has a copious value not only for your readers but for yourself too. When you are writing about a topic you tend to do a lot of research that helps you clear your own concepts. You end up learning from the exercise than even your readers. That is why many writers write about writing. They are learning their craft while educating their readers.

You need to pick any area in any genre and start writing about it. You can venture a bit as long as you don’t go too much out of the boundaries of your topic. I write about art, craft, language, creativity, productivity, and marketing side of writing.

For this type of newsletter, you’ll need to be a decent writer. While other types of email newsletters don’t require you to be a good writer (as you’ll see below), this one definitely does. 

With that said, just because you can write doesn’t mean you should write forever. This type of email newsletter can be 300–2000+ words It just depends on the topic and how dedicated your audience is to reading lengthy content.

This is less than 200 words, yet still as effective as a longer from-the-editor style newsletter. As long as the below bases are covered, your subscribers are going to love reading your newsletter alongside their morning cup of coffee.

• Why does this matter to my subscribers?
• Is this valuable to my subscribers?
• Is this topic relevant to my industry?
• Is this engaging enough to make my subscribers keep reading?

2 “Link” style newsletter

If you are strapped for time and writing expertise you still can provide quick value for your readers through the ‘Link” style newsletter. These links can be internal links (i.e. your own content) or external links (i.e. other people’s content).

These kind of emails are short but packed with useful information which your readers can save to read at their leisure. But this style only works if you are providing superior or unusual information that your readers won’t normally get by a simple search on the internet.

Just because you’re not writing lengthy, researched-based, storytelling newsletters doesn’t mean that you can get away with shonky links and poor quality information.

It still involves a lot of research but rather than writing about it you are just sending the links so that your subscribers can go there and read for themselves.

Here is an example of “link” style newsletter:

There’s just one thing you can not mess up when it comes to this newsletter style. If you choose to go with this style, it is very important that you make sure you are committed to providing context for each link. You need to explain why your subscribers should care about the content you’re linking out to.

3. “Blog” Style

A blog-style newsletter is when you do not want to spend that much time on research and writing full-fledged articles but still want to provide useful information to your readers. You can do that in the informal style of writing.

Blog style newsletter has more room for going off the topic and write anything from what breakfast you had to what book you have been reading keeping in mind it has to have something for your readers. So there has to be some value for your readers to know why you had special “oatmeal” breakfast which you created using your grandmother’s recipe which was not only delicious but easy to prepare, nutritious, and fill you up in fewer calories.

But the real purpose of the blog style newsletter is to share useful information. Never forget that your readers agreed to receive emails from you because they are learning something from them. The moment they will stop learning, they will unsubscribe.

This type of newsletter is best suited for having conversations with your audience. It is also more personal. Readers get to know you better and want to stay connected.

Try to keep it short and punchy, because no one wants you to keep on babbling about your breakfast.

You can think of the “blog” style newsletter as a hybrid of the “editorial” style and “link” style newsletter. While you’re certainly not writing 2,000 words to explain why people should consume the content linked, you’re still showing the value behind them clicking.

Here is an example:

Recap

There is a difference between writing articles and writing newsletters. The purpose of articles is to educate while the purpose of the newsletter to stay connected with your subscribers.

Your can send ‘editorial” or “feature articles” in your newsletter or you can send a list of useful links. Then there is third choice the hybrid of two – a “blog” style newsletter.

Whatever you might choose you need to make sure your newsletter provides value to your readers by giving information that your readers find relevant and useful.

Photo by Jon Tyson on Unsplash

In 1913, when twenty-three years old Arthur Wynne created the first crossword puzzle to include in the Christmas edition of New York World he had no idea it was going to be so popular. His first puzzle was nothing like today’s crossword puzzles, but it was still very challenging and engrossing.

But the editors of the New York World didn’t like it. After a few months, when they tried to drop it, readers were so hostile that not only the newspaper had to stick with the puzzle but to make it a permanent feature.

For the next ten years, if you wanted to solve a crossword, you had to buy “The New York World” until one day Richard L. Simon’s aunt wanted a book of crossword puzzles for her daughter. Richard was a publisher. He knew no such book existed. But he saw the opportunity. He negotiated a deal with New York World and bought their best puzzles at $25 a pop and published them in a book form. The book sold 300,000 copies by end of the year.

Sometimes those in business can’t see the obvious just like the editors of the New York World. The publishers are advising the writers to create a website and writers are obliging by creating a static site. Both are failing to see the purpose and potential of an author’s website.

Authors need to have an online presence, full stop.

In today’s world, an author exists because he has a website. But an author’s website is not just a static page with his picture, bio, and the list of his books. An author’s website is a marketing machine. It is the engine room where all the action happens. It is his portfolio, a live resume, a bookstore, a signing venue, a classroom, a sketchbook, and an online diary all put together.

Writers have traditionally stayed away from the publishing and marketing side of things. Many writers are willing to collect hundreds of rejection slips from traditional publishers rather than learn the marketing skills and sell their work.

For some reason there, even in this age of self-publishing and online marketing, the thought of going indie is inconceivable for many. On the flip side, many marketers are writing books and successfully selling thousands of copies. They know something that writers don’t and traditional publishers are failing to see the potential.

Why traditional publishers are failing to see the potential of the author’s websites.

At first, the traditional publishers were too big to care. Their whole focus was to find a few best-sellers a year which gave them enough cashflow. They would take some risk on new writers but never invest enough time to build them into good writers. The new writers were left to their own devices to keep learning, trying, and if they were persistent enough to come up with something decent to be published.

Then came the internet and along with it the ability to self-publish.

Some authors took risks, learned the ropes, and became successful. But not in enough numbers to be a threat to traditional publishing. The printed books were still the main game and winning awards was the only way the writers got any recognition.

Amazon changed the game completely. Introduction of Kindle, followed by Apple’s iBooks (now called Apple Books) and later on Audiobooks set the stage for a complete change-over to happen within a few years.

In all this chaos publishers didn’t get a chance to understand what was happening around them.

Like the editors of New York World they couldn’t see the potential online marketing. They were still at a point where they were advising their authors to have a website while the self-publishers had a readership in thousands and were selling their books directly to them.

Then the publisher started demanding that authors got to have email lists.

The publishers figured out that if an author has a pre-existing mailing list, a percentage of them will buy the book. But they had no strategy in place on how to help or guide the thousands of writers who were still sending their manuscripts to them and had no websites or mailing lists.

A smart business move for the publisher would to work with the budding writers and help them build an online presence and readership. It takes years for a writer to get good at her craft, and it takes years to build a readership. Both can happen in parallel.

If publishers and writers figure out a way to work with each other, in the long run they both will be able to benefit from each other’s efforts.

An author will benefit from a publisher’s backing in creating an author’s website and know-how on how to build an email list.

And a publisher will benefit from having several writers as their protégés who are not only improving their manuscript but also building a readership.

Let’s figure out what is involved with an author’s website?

There is no shortage of advice on what an author’s website should and shouldn’t have. And if you go around looking at what other authors have got, you are bound to get more confused and likely to give up rather than feeling inspired. Starting from highly technical and interactive J K Rowling’s site to very professional sites of Deen Kontz, John Grisham, Gillian Flynn, and Nora Roberts there is so much to leave a new writer bewildered.

Rather than getting bamboozled by all these well-established writers, as a new writer, if you concentrate on three things, you should be able to self-create a site that is interesting, interactive, and professional enough to start your online presence and build your readership.

The three things you should concentrate on are:

1. Information about you
2. Showcasing your work
3. Interacting with your readers

People want to know you before they want to buy your book.

Even quite lately authors were being advised that people don’t come to your site to read about you, they come there to read about your book. That is absolutely wrong advise. Authors were being told, you are important but your books are more important. It is rubbish.

When you go to a library with an array of books to choose from, which one will you pick to borrow? Usually, the one by an author you already know about. Same way, when you are choosing a book to buy, what is the first thing you read after reading the blurb about the book. The author’s bio.

Of course, people are interested to know more about you. They are after all going to spend the next 2 – 4 weeks reading your book. They want to know who you are, what is your background, how did you come to write that book. They are interested as much in your story as they are in the story of your book.

I follow Elizabeth Gilbert, the writer of ‘Eat Pray and Love, on Instagram. Last week she surpassed one million fans. Every feed she puts on Instagram, and she puts 4 to 5 every week, she gets two to three thousand responses. Her fans are not only interested in whatever she shares about her life but engage with her actively.

Your biography doesn’t have to tell your whole life story. But it needs to tell the truth about you. Even if you write under a pen name, whatever you tell in your bio needs to be honest and true.

Another thing you need to be aware of is that your bio not really about you. It is about your readers. When your reader reads it they should be able to relate to it. My own bio which is just four paragraphs long talks about my struggles with becoming a good writer and how a change of mindset from a martyr to a trickster made writing fun for me. Something each struggling writer can relate to.

The purpose of your website is to showcase your work.

Of course, the first purpose of your website is to showcase your books. You got to give enough coverage to your book on your website. Whenever you publish a new book, you can make it the centerpiece of your website. David Sedaris does it well on his site.

You have a book to sell; you need to make sure people know where to buy it. If a reader visits your site and doesn’t realize immediately that you’re an author with a book to sell, you’re probably doing something wrong. The buttons like “Pre-order now” steer readers to order your book even before it is published.

But your website could also be a place to showcase your work. Austin Kleon the writer of the book ‘Show Your Work’ publishes a post each day on his blog where he showcases whatever art he did that day. All his learning, reading, and writing go on his blog first and then go into his books. He has thousands of fans who are hungry to consume whatever he puts on his website. His is a very simple blog-style site that is easy to maintain but full of great content.

Your blog provides the opportunity to stay in contact with your readers.

It is your interaction with the readers that will get your books sold. A blog is a great medium to be able to do that.

Imagine getting an email from J K Rowlings once a week telling you what she has been up to, how her new book is going, and bits and pieces about her writing process. Maybe she sends you a couple of chapters from her new book. Maybe she wants to enroll a few beta-readers. Wouldn’t you want to be on her mailing list? And when finally her book is ready to be published would you buy it or would you say, Umh…, aah…, I will think about it. Of course, you will buy it. You will even pre-order.

You get the point.

But the biggest problem an author has that they have no clue what to write in their blog each week. And publishers are no help. They are so far behind in this game.

Your blog is a letter you write to your fans each week. There is a number of things you can cover in this letter.

You can tell your readers what are you reading, what intrigued you and what have you learned from it.

You can write reviews and recommend books.

You can teach something. Most of the readers want to become writers themselves.

Weekly emails with bite-size learnings make very welcoming blog posts.

But most importantly you can share your process of creation. People have an insatiable desire to know how real authors work.

But I can’t create and maintain a website. I am not technical.

If you can learn to use a computer, learn to do research on the internet, you can also learn to create and maintain a website and a blog. It is just a piece of software, that is interactive and user friendly like any other. Besides, there is a lot of help available online.

YouTube has thousands of videos that can teach you how to build a website and start a blog. You just need to spend fifteen minutes a day and within a week you will be able to create a decent website using a free template.

Too much to absorb, let me explain it in short.

An author’s website is to an author what a printing press is to a publisher. You ought to have one. But you do not have to be bamboozled by the professional sites of established authors. You can start small. And if you can concentrate on three things initially, you can have a firm mechanism not only to sell your books but build a loyal readership while you are writing them. Those three things are:

1. Your bio
2. Your work
3. Your blog

You have a choice, you can either wait for a publisher to find you or you can make yourself findable.

Publishers are fast becoming a dying breed. Now it is up to each individual author to sell their work. And the starting point for that is a website. Don’t delay it any longer. Sooner you will start, the quicker you will get better.

Still have a lot of questions?

Should I have my name as the domain name or should I create a site based on my book title?

If I hire someone to create a website how much it will cost?

How long it will take me to attract the first 100 readers?

How much time I will need to spend each week to write the blog?

How many articles I need to write a week?

Send me your questions and I will create a Frequently Asked Questions guide for you.

Also, I am working on a step by step guide to build your website for yourself. Stay tuned for that.

Photo by John Schnobrich on Unsplash

First of all, let’s establish what is a blog.

‘Blog’ is the short version of the term ‘weblog’ which refers to online journals. Starting just twenty years ago blogs are like mini websites where people publish their opinions, stories, and other writings as well as photos and videos. As the web has grown and changed, blogs have gained more recognition and merit.

Almost ten years ago, when blogging was just taking off, the general view was that authors, both fiction and non-fiction, should have blogs in order to gather an audience and build relationships with readers. Now, this view is challenged.

Let’s not kid anyone. Blogging takes a lot of time and time is a rare commodity for writers.

You need to come up with ideas for content and publish regularly preferably weekly. You also need to learn the technology, search engine optimization and other jargon which is a challenge in itself.

Jane Friedman, a full-time writer working in the publishing industry, warns about the investment it takes to blog:

“As with any form of writing, it takes a considerable investment of energy and time to do it right and get something from it.”

A writer, P. S. Hoffman published an article in Writer’s Digest 5 Ways an Author Blog Could Kill Your Writing. He warns that blogging will not only steal your valuable writing time but will build ‘wrong’ writing skills, will not help you much with selling your books but instead will stand in the way of finishing your writing project – your book.

But in response to the same article, Stephanie Chandler, another writer, wrote:

I built my author platform with a blog, so I have to disagree with this as blanket advice. One of the biggest benefits a blog brings is website traffic. Statistically, the more often you blog, the more traffic your site will receive. And if your site is working to cultivate an audience instead of just trying to sell books (there’s a big difference between building a tribe and just trying to sell one book at a time), then traffic matters. Traffic also matters to publishers.

For nonfiction writers, a blog helps establish authority in your field and attract readers based on keyword concentration. My blog has brought me countless media interviews, traditional publishing deals, and corporate sponsors. Blogging established me as an influencer.

I am more in line with Stephanie Chandler’s views. Here are my 5 reasons why blogging will benefit any writer.

1. Blogging is the best way to become a fluent writer, find your voice, and bring clarity to your thoughts.

I have grown more as a writer in the past eighteen months than I did in the past eighteen years of writing journals, short stories, memoirs and even the first draft of a novel.

I have put aside all other writing projects to give full attention to blogging.

Blogging might be different from other published writing, but it is not in any way “lesser-writing” or “less-labor-intensive.”

Your posts can be less formal, less researched, and more conversational, but writing them still requires the same kind of practice and skill as crafting a novel. The more you do it, the better you get. And if done right and seriously, all the writing you do for your blog can have another life as a book or in another format.

2. Blogs are gardens for ideas.

Marc Weidenbaum in his post Bring Out Your Blogs uses a garden as a metaphor for blogs. Like a gardener, you plant ideas like seeds in a blog and then watch which one grows to become healthy plants and which one never germinates.

Austin Kleon considers blogs as a thinking place for artists, somewhere to try out their half-baked thoughts and work on them till they are fully formed. In his book Keep Going he writes:

My blog has been my sketchbook, my studio, my gallery, my storefront and my salon. Absolutely everything good that has happened in my career can be traced back to my blog. My books, my art shows, my speaking gigs, some of my best friendships

[…]

Fill your website with your work, your ideas and the stuff you care about. Stick with it, maintain it and let it change with you over time.

3. Blogging helps you connect with like-minded people.

If you haven’t figured it out yet, you soon will, that writing is a lonely profession. Blogging helps you build your own community of people who like to read what you like to read. They become your first readers because they are already reading and liking, what you are writing.

If you are new to writing and want to be in there for a long haul, you need to blog. That is not only to get better at writing but also to connect with like-minded people.

For the first few years, it might feel like you are blogging for yourself and no one else is reading or care whether or not you blog. These are good years. Be thankful for that because during this time you will make all the mistakes and figure out what works and what doesn’t.

In time, your audience will discover you. You got to give yourself time, though, and stick it out. Many people give up after a year or two of random blogging. Think of it as a five-year plan at least. Don’t worry, blogging will become really easy by then. The first 1000 blog posts are difficult, after that they become really easy, says Seth Godin, who has posted more than 7000 posts and never missed a day.

4. A Blog is your own publishing house.

As a beginning writer, it is very difficult to get your work published. The old publishing model is dying, publishing houses are losing money, so they are very careful with whose work they should publish next. They normally like to stick with known authors.

That doesn’t mean they won’t publish your book. They will if you already have a readership and a mailing list. A blog helps you get both.

Besides, what good is your book if no one is reading it and it is just sitting in the bottom drawer of your study table or on your hard disc? Why not self-publish it on your blog as an e-book and start the next one?

If you are not publishing anything, that means no one is reading any of your writing. Blogging allows you to start small and build a readership. Even if a few people read your articles, they are being read.

Besides, weekly publishing of posts gives you the practice of self-editing and meeting deadlines.

5. You never know where blogging will take you

In 2002, a 30-year-old secretary from Queens, New York, broke the monotony of her life by preparing — in the course of one year — the 525 recipes in “Mastering the Art of French Cooking” by the legendary cook Julia Childs. She also blogged about it.

Julie Powell became so popular that she turned it into a book that later became a movie, Julie and Julia starring Meryl Streep and Amy Adams and end up winning several awards.

Absolutely everything good that has happened in my career can be traced back to my blog. My books, my art shows, my speaking gigs, some of my best friendships – they all exists because I have my own little piece of turf on the Internet.

Austin Kleon in Keep Going

All said and done, you do not have to blog, and if you have little interest in the form.

If you don’t find any joy in the activity, and it is constantly killing your creativity and stressing you out, then please don’t pursue it. Choose other social media options.

Social media is widely accepted as a powerful marketing tool for writers. You can choose anything you are comfortable with – Facebook, Instagram, Twitter, Pinterest, LinkedIn, Goodreads. Many authors are using one or more of these platforms successfully. Elizabeth Gilbert doesn’t blog, but she is on Facebook, Twitter and, Instagram every day sometimes two to three times a day.

Charlie Mackesy shared every sketch on Instagram and build a vast audience even before his book The boy, the mole, the fox, and the Horse was published late last year. The book was an instant hit and is nominated for various awards.

In a nutshell, a blog could be a powerful platform for new writers if they enjoy blogging and will invest the time and effort it requires. If it is something you care little about, you shouldn’t force yourself, just chose one of the other social media platforms to suit your style of communication.

Photo by Arnel Hasanovic on Unsplash