Tag Archives: business

How Often Should You Send a Newsletter?

I have a friend who writes sweet romance books. She releases often and makes quite a bit of money. I asked her where she felt she gets her biggest boost from. She didn’t even hesitate when she told me that her newsletter sells more books than anything else she does. Especially new releases.

A lot of people roll their eyes when they see the “Sign up for my Newsletter” box pop up on a website, but I have to tell you, that as of right now, a newsletter is a great way to connect with people.

There are a few distinct camps when it comes to newsletters.

The first are those that feel that newsletters should be few and far between. Only put them out when you have something important going on, like a new release or a sale.

The second are those that want a little more. Perhaps updates on current projects (tantalize those readers) and other exciting announcements. This camp doesn’t mind regular emails. Maybe once a month.

The third are those that want to know everything about the author. They want to know about their kids, their cats, their frustrations, their triumphs…everything and anything. These people are good with emails once every other or even every week.

None of these is wrong.

In truth, you should pick the one that’s best for you. Do you hate putting out newsletters? Does it stress you out? Don’t feel like you have much to say? Then do the first. If you like to engage your readers a little more, go for the second. If you love people and want to connect more personally, go for the third.

One thing that I appreciate is when I sign up for a newsletter, that the author or company tells me how often I’m likely to hear from them. That sets up the expectation in my mind, and I’m totally fine when my email gets hit once a week, or once a month, or once every three months.

Personally, I’m between two and three. I don’t have any children or pets, so I can’t regale people with tales of my mothering woes, pet antics or honey-covered kitchen floors. But what I do have is a nerdy husband who thinks he’s hilarious. So he has his own little spot at the bottom of my newsletter where I usually post some stupid meme he’s sent me that he thinks is funny. Sometimes he’s right, sometimes he’s wrong. But it’s always there.

I also include an update about what I’m working on or perhaps an announcement. If we’ve been on vacation I usually share some pictures. There’s a section where I generally share a giveaway I’m involved in or someone else’s book (a book that I think my readers will like). And then I have a permanent call for people to join my review team. And that’s it.

I send my newsletter out every two weeks. Once in a while that changes, but not often.

The biggest connections I’ve made are when I ask a question of my readers. What fandom do they love and why? What are they grateful for that day? Where would they love to travel? Things like that. Sometimes I get one answer, other times I get a lot more.

I attended a class on newsletters last year, and the presenter asked, “If your favorite actor/singer/famous person sent a newsletter of what they did that week, would you read it?”

Uh, yeah. I might. I mean, what is Harrison Ford doing today?

So think of yourself not as a bother, but as an addition to people’s lives. Don’t waste their time, but give them a reason to make some time for you. Even if it’s just a few minutes.

We Don’t Write in a Vacuum

Writing in a vacuumSome writers write as a hobby, and don’t really expect anyone else to read their stories. Some people put pen to paper to record their memoirs, or to produce a work for close family and friends. Some literary writers seek to push the boundaries of the written word, without the weight of commercial sales holding them back.

We are not those writers.

Professional writers write with the goal of producing stories that people want to read. Hopefully lots of people. We develop craft and work with relentless determination to give our readers stories that entertain, instruct, and explore weighty matters of human existence.

To succeed as a professional writer, we need to sell enough books to support our work. So we need to develop, expand, and preserve our fan base.

How do we do that?

For new authors, it means starting at the beginning. That might include starting our own blogs, creating a newsletter, and deciding what content people want to see.

As our fan bases grow along with our story counts, what channels do we utilize to deliver those products? What marketing efforts work, and which ones flop?

This month, the Fictorians will explore these and other aspects of building our fan bases. I know I’m looking forward to a lot of great content.

Reading The Runes – A Guest Post by Nick Thacker

I’ve always said that we are our own worst critic… until you get married. It’s a tongue-in-cheek phrase, to be sure, and while my wife is certainly generous with her critiques of my clothing choices (“those shoes with that pair of pants?”) or my decisions regarding parenting (“you’re feeding them that?”), she’s been nothing but encouraging when it comes to my writing career.

In fact, she was the reason I decided to bite the bullet and go full time in 2017. I’d been writing fiction for around five years, and toward the end of 2015 I decided to begin treating it more like a business – setting a schedule for myself, word count goals, dabbling with marketing and advertising, and spending more than an hour a year on taxes.

It was sometime in January, during one of our scheduled date nights, when she asked me the fateful question: “So, when are you going to quit your day job and write full-time?”

I wasn’t sure how to respond. I’d made more money in the previous three months from my fiction than either of us had in our full-time day jobs, but the thought of abandoning it all and going full time as a writer was, in short, terrifying.

But she prevailed, and we came up with a plan: Sometime after Easter (I worked at a church, so doing anything major before Easter is near impossible) I would have “the talk” with my bosses. We’d come up with a solid plan for my transition out and into the world of self-employment.

My first day of full-time writing was July 1, 2017. I walked downstairs into my “new” office – the basement – and sat down to write. I wrote a couple thousand words, got tired, and went upstairs to get lunch. After lunch, I sat back down and tried to write and found out that writing all day long wasn’t something I could do easily. I was good for three, maybe four thousand words a day. On a crazy caffeine-fueled day, maybe five.

What was I supposed to do with the rest of the time?

Well, I soon found out.

Almost immediately my sales began to slump. They drifted down, at first on par with what I was making at the end of the previous year, then even lower. By August, I was down to what I was making at my earlier full-time job.

Then my wife quit her job. It was something we’d planned, and talked about extensively, and it was something that had been in motion for some time, but it had snuck up on us. And it couldn’t have happened at a worse time financially.

My book sales continued their downward sloping run until I was frantic, trying to figure out what I was doing wrong. (“Is this the universe telling me I’ve made a horrible mistake?”) I tried reaching out to colleagues, tried launching the next book, and starting thinking about a contingency plan in case I had to start job hunting in the next few months. We had an emergency fund for this very thing, but I’d never thought we’d actually have to use it.

I kept churning out words, however, and I started advertising my work on Amazon and Facebook once again. I’d stopped when my sales were doing well, and I thought that perhaps the “lag time” from starting/stopping ads could be around 2-3 months, meaning that while I’d stopped them months ago, I was only now seeing the effects. That also meant that I needed to start advertising once again, and hope that sales increased in a few months.

Advertising and marketing became my full-time job, and writing my part-time job. I put in four to five hours a day analyzing sales data and planning campaigns, building ads and reading everything I could get my hands on about marketing and advertising. I went to conference in November with the sole purpose of learning the ropes of “writing as a business.”

My December sales are looking up, but I’ve learned that this whole game is one of risk, hard work, and countless unmeasurable variables. It has huge opportunities and the upside is great, but there are always going to be learning curves, pride-swallowing sessions, and perhaps visits to a counselor.

My 2018 will be different. I’ve learned what it takes to succeed as an indie author in the current era: to constantly be working on the next book, to build relationships with others in the field, and to never be sitting idle. I’ll be learning new things as much as possible, planning long-term goals, and treating my writing like a business.

I won’t be subjected to the emotional swings of seeing my hourly, daily, and monthly sales data, because I won’t be allowing myself to act upon short-term data. I will work to improve my craft and increase the number of assets I have available, and I’ll treat data as what it is: information. That information has no bearing on my success or failure – it’s merely a set of runes to be interpreted and used to my benefit.

I’ll get better at “interpreting the runes” and I’ll get better at learning how to be better. If 2017 was a year of “hard knocks learning,” 2018 will be a year of putting that learning into practice and seeing where this little career of mine will lead.

_____

Nick Thacker is the author of best-selling action-adventure thrillers, including the Harvey Bennett Thrillers series. He lives in Colorado Springs with his wife, two kids, and two dogs. He can be found online at www.nickthacker.com

 

A Small Press With Big Accomplishments

When I prepared to submit my debut novel Sleeper Protocol for publication, I decided that I would look into small presses as well as larger more traditional ones. As I prepared my list of potential “candidates” a good friend and co-author of mine mentioned a publisher I’d never heard of before: Red Adept Publishing. I added them to the list of potential publishers that I would research. As soon as I looked closer, I realized that Red Adept would move to the top of the list.

At that time, in 2014, I discovered that Red Adept Publishing had already published a New York Times Bestselling novel. That was a huge plus for them on my scoresheet. I also discovered they were located in North Carolina and being from Tennessee, this was another plus. Not too shabby. When I checked the normal sources (Preditors and Editors, Author Beware), I found nothing negative to speak of and so when the time came, I sent them Sleeper Protocol and kept my fingers crossed.

One October afternoon, I had some scheduled writing time before I was to pick up our youngest child from daycare. I walked out of Starbucks, got into the car, and my phone rang with a North Carolina area code. I picked it up and so began my first conversation with Red Adept Publishing. Lynn McNamee and her amazing team go much farther above and beyond than most small presses I know. Not only was I told that Sleeper Protocol would get a copy edit and a line edit, a spectacular cover, and marketing assistance, I found myself folded into a group of authors across many genres (fantasy, romance, thriller, paranormal, science fiction) who support each other and really are one big, happy family. I could not have been happier to have signed a contract with them.

It’s fair to say now, though, that Red Adept was not the first small press I submitted to, nor was my contract on Sleeper Protocol the first small press contract I received. The first publisher has since gone out of business and their contract, which they touted as “negotiable,” was a learning experience in and of itself. When I look back and compare that publisher and Red Adept Publishing? Yeah, there’s no comparison at all. Why? Red Adept’s contract is very friendly to authors and the quality of work they’ve produced over the last several years stands for itself.

Since I signed with Red Adept, the publisher has seen another author hit the New York Times list and two authors hit the USA Today Bestsellers List. Those are tremendous accomplishments for any press, not just a small press. What sets them apart is very simple: they are the most professional, enthusiastic, and supportive team of authors and editors that I know and I’m thrilled to be a part of them going forward.

Just the other day, I received an email from my line editor that it was time for Vendetta Protocol to start its final march to publication. We already have an amazing cover and I was fortunate enough to have the same editing team from Sleeper Protocol sign on for the sequel. I’m looking forward to publishing more with Red Adept Publishing in the future. They certainly have changed my life. I’m very glad that I decided to go with a small publisher, but it matters most that I went with one of the right ones. They’re out there.