First off, happy New Year! I hope all your publishing/writing dreams come true this year.
As you can see from the title of this post and the picture, we’re going to chat about newsletters.
For those pre-published writers, you might be asking, Why do I care about this? I have nothing to share or any ‘fans’ to share anything with.
You should care, and you do have fans. I’m one, in fact! Even if we’ve never met, I’m interested in writing and, more importantly, connecting with writers. Which makes people like me, and others in RMFW, the perfect group to begin your newsletter experience.
By the way, I’m a big advocate of developing your newsletter way before your first book hits the shelves. It’s one of your greatest marketing assets.
For those who have a newsletter, hopefully we can share some ideas about content, design, and building mailing lists. I want to hear about what has worked for you, and what hasn’t.
Honestly, most newsletters I’ve seen from authors do, in fact, suck. (Not yours. Yours is awesome!) However, the ones that do suck read like advertisements for the author’s latest release.
Now, I can’t say my newsletter doesn’t suck. Some people might think so, while others engage at a higher-than-average industry rate (industry rate is around 17%). That’s the goal: ENGAGEMENT.
RULE #1 – Your newsletter should never be about selling your books, but instead about connecting with readers and fans.
So what sort of content should you use, if not discussing your books?
You want it to reflect who you are as a person and/or a writer, aspects of your research such as interesting facts, like why rotgut whiskey is called such (trust me, it’s worth Googling), humorous tidbits about writing life or your own outside world (pet stories work well), and anything that you feel helps you and your readers connect.
I use Mailchimp to design and send my newsletter, but there are plenty of other platforms. Those who have newsletters, please share what platform you use in the comments. It’s super easy and, better yet, free (with a few exceptions if you have a large number of subscribers). They also offer forms to make signing up for your newsletter very easy. Here’s a link to mine, just in case you want to sign up for the THIS LITTLE PIGGY WENT TO MURDER readers list.
RULE #2 – Keep it short.
As writers, we tend to like to talk–at least on paper, computer, and phone screen. Your newsletter isn’t the place to do so, at least not at novel length (not even novella). If you can keep it under 500 words, you’ll be doing yourself and your readers a favor.
Rule #3 – Ask questions. Get to know who your readers are.
Newsletters aren’t a one-way medium. You can use yours to interact with people, just like you would a typical email to a friend.
One of my favorite things is hearing stories. I am genuinely interested in people, especially those who are interested in me or my books. I want these people to be my friends. I want to be your friend (unless you’re a Nigerian prince looking for a sugar mommy). We have so much in common already. We both love writing (unless, of course, you are a Nigerian prince who stumbled onto this site).
RULE #4 – Design and content should reflect your writing style and voice.
Each of us has a unique voice, one that makes our writing stand out. Design your newsletter to reflect that. Make sure that if you write dark horror, you aren’t sharing pictures of kittens, unless they are goth kittens. For me, I tend to write more lighthearted with plenty of puns and jokes people roll their eyes at, so my newsletter reflects just that. You can read my latest one here.
Sadly our time together–at least, part one of this post–has come to an end. Next month, I’ll be discussing how to build a mailing list and how to sell books on your newsletter, though I strongly advise you NOT to sell books on your newsletter. Yep, here’s where you realize how much I, in fact, suck at following my own rules.
See you then. In the meantime, writers with newsletters, tell me about it. Share a sign-up link, tell me what sort of content you use, etc.
I’m anxiously awaiting #2 of the series. Not that your series is #2 or anything! I love your style, and I need some of my own (in more ways than one). Keep ’em coming, so I can figure out how the heck to do this thing.
Number 2…HA! We need to figure it out together for sure.
What Terri said! LOL You’ve gained our attention … can’t wait for #2!
You too think my series is #2? Wow…Kidding. Thank you. Do you have a newsletter, Janet?
I have a newsletter, and have changed my approach. Instead of looking to get as many people as possible on my list, I’ve started sending only to those who have opened at least one of my newsletters over the past year, which has increased my open rate considerably. I only send when I have a new release or something significant, although I do include a little about ‘life on my mountain.’ I include content exclusive to subscribers, such as a “cutting room floor” scene, or a sneak peek at what’s up next, plus a contest.