Guest Blogger: Chad Allen
Janet here: Today we have the honor of posting a blog by Chad Allen, editorial director for Baker Books, a division of Baker Publishing Group. He blogs about writing, publishing, life, and creativity at http://www.chadrallen.com/.
Welcome, Chad. We’re eager to read your thoughts on how to build an audience for our books.
How many Twitter followers do I need for a publisher to take me seriously? How many unique visitors does it take for me to work for myself? How many email subscribers before I can get an agent?
It’s natural for us to ask these questions when building an audience. We want to know when all the work will pay off.
These questions, though, are bit like asking, What color is the world’s hair?
OK. That sounded odd, hang with me. The world doesn’t have a hair color; only individuals do.
(Seeee! I had a point…)
In the same way, “publishers” don’t have a follower count they are looking for. An individual editor might, but you won’t find a gold standard for all publishers.
You won’t find a universal visitor count that spells freedom or a subscriber count that automatically sets off your ring tone, either.
So if these aren’t the right questions, what are? Try these:
1. Do I have a supportive community?
If you’re not already part of a group where you can share your joys and struggles, join or start one. If you don’t do anything else in this list, this is worth your time.
2. What does my current tribe need from me?
The better you’re able to provide what your readers need from you, even if it’s not exactly what you’d like to provide, the more freedom you will have later.
3. How can I take the next step with the things I’m already doing?
Sometimes we get so hung up on doing something new or different that we don’t give ourselves time to get good at our current practices. Don’t add to your to-do list. Go deeper with the one you have.
4. How can I go out of my way to serve my most loyal followers?
Do you have a friend who has been especially supportive? A consistent commenter or retweeter? These folks deserve some extra love. Here’s an idea: send them a book that has meant a lot to you.
5. How can I make hard work easier?
Let’s face it, the work is hard. But what things can you do to make it a little easier? (Having asked that question myself, I just lit a candle and dimmed the lights. Created a bit of mood for myself. It made a difference!)
All of these questions are about either helping people or making it sustainable to help people. Focus on these, and you’ll build a bigger audience faster.
What is the best thing you have done to build an audience?
I love this post! No pun is intended on Valentine’s Day : )
I know that the audience question is always on my mind, and sometimes I find myself approaching it as a few of my students approach their work. It is so easy to rush toward the goal, the end result, without fully focusing on the many smaller tasks on the way. I guess I am still pondering Wendy’s post from Monday as I think that a writer must be more patient and focused than a fifth grader. This morning, Chad’s post challenges me to think that a writer needs fifth grade passion, tempered in patience and focus.
Carol, thanks, and yes, you nailed it. Building an audience takes a lot of hard work over a long period of time, so the focus should be on practices that will make it possible to do that. There are no silver bullets, but there are ways we can make sure we have the support, resources, and practices we need to make the long haul.
Carol, do you teach fifth grade? I taught that grade in my teaching days. 🙂 Such a mixed bundle they are. 🙂
Jeanne,
I do teach four and fifth graders. I love their passion and the fact that they feel free to laugh without being too worried about being cool. Tweens are great!
Carol
What a great post this is! Thanks for sharing your wisdom, Chad. Your suggestions are practical. As a person who’s just beginning to try to build an audience, I especially appreciate numbers three and four. I don’t have time to “do more,” so working to do things better makes sense to me. I recently began a blog, and the idea of gifting loyal commenters with a book that has meant something to me makes a lot of sense.
I’m not sure what the best thing I’ve done to build an audience is (I haven’t done much yet!), but trying to connect with those who take time to leave a comment is one thing I’m doing in the hopes of building relationships. Thanks for sharing this today, Chad!
Yes, commenting back to those who’ve taken the time to comment is just hugely important. Keep at it! And have you seen the blog Blogging with Amy? Very helpful site. Peace!
I haven’t seen that. I’ll look into it. Thanks!
So helpful, thank you. I think the biggest thing I have done is tap into causes I’m passionate about. It just extends your circle to other like-minded people. Many organizations have blogging teams and these have been so great. I also do as many launch teams as possible.
Also, even though I’m shy I push myself to be social. Really, if you are sharing and encouraging others work, that’s a helpful thing. Nothing to be shy about!
PS Chad’s blog is really a must read for authors! I’ve learned so much!
Thanks, Lisa. I love the idea of being intentional about joining cause-related groups and activities to meet like-minded people.
I’m not that good at keeping quiet. No, I know, you’re all thinking “uh huh, REALLY?”
I’d say the best thing I’ve done to build an audience is use social media. Facebook, and like maybe once a day, Twitter…and visit and participate in blogs and the resulting discussions. One of my favourite blogs is THIS ONE, and of course, MINE. 😉
Did I mention humility as being one of my spiritual gifts? No? Good, cuz I’d be lying.
Building sincere relationships with people I’ve met through blogs is a really big part of building my audience/platform. If done properly with honesty and integrity, it’s a perfect example of the ripple effect.
My two blog posts that have the highest number of hits deal with grace and forgiveness, and a blog hop about each contributor’s book.
I’m most humbled about having people learn about how my family experienced grace and healing.
Having something so difficult reach so many people, and give God the glory for how well things turned out? More people might know my name, but more importantly, they know HIS.
Amen, Jennifer!
“Go deeper with the one you have.” I so needed that bit of advice today, and the reminder that it just takes time. I need to comment on other’s blogs more and continue sharing helpful bits and other’s blog posts to my FB community. I’m sure I’m stating the obvious here, but readers come and go. They’re more likely to stay if I read and comment on their blogs or FB updates and continue the interaction. Thanks, Chad, for sharing your thoughts. I love lists!
Chad, thank you so much for this advice. Like Jeanne, I am just starting to try to build an audience. This is an excellent reminder to make it much more about them than it is about me. It’s quite easy for that focus to get skewed: “How many followers do I have? How can I get more? Will this be enough to get me published?” But really, I am writing to touch those who read, to perhaps be someone whom God uses to do his work in their lives. If I keep my focus there – on serving the ones I have – then that is so much healthier than an inward, selfish focus, whether I am ever published or not.
Leia, well said, and ultimately serving others is a whole lot more rewarding than serving ourselves. Truly, in the end it is more blessed (more rewarding, more fulfilling) than it is to receive.
Chad, thanks so much for this. Great, practical, to-the-point tips!
While numbers are important, sometimes, they don’t indicate the true picture either. For instance, I like making friends and connecting with like-minded believers. If I “followed back” everyone on Twitter that followed me, my follower count would go up, but I doubt that would translate to long-lasting connections. (Spam, porn, naughty language just aren’t my cup of tea.)
Platform-building can be a slow process, but I’m as “real” on my blog and social media as what I am in person. I’m not great at facades and I think when we can “let our hair down” that humanizes us in a way that nothing else can. When I goof, I can have a good chuckle, and chalk it up as a lesson learned.
The best thing I’ve done to build an audience? Probably blogging on a regular basis and making new friends at writers conferences. Conferences, especially, have taught me so much and forged life-long relationships.
Have a great day!
Chad,
I dimmed the lights and lit a candle as suggested but ended up falling asleep. This may not be my go-to answer for making hard work easy, but it sure was a nice mid-morning reboot.
My mind thanks you.
Dabney 🙂
Dabney, I won’t bother with the candle, since it’s almost noon here. But way to go on the scoring of a nap!! The joy of this would only make sense to a)someone over 25 and b) a parent.
Jennifer,
Yes…and (ahem) yes. I’m slightly over 25. I wake at 5 to write, then chase 4 kiddos the rest of the day. Dimming the lights signals one thing: naptime.
Dabney 🙂
Dabney, might I suggest grabbing coffee and a chocolate chip cookie at Panera Bread with a writing partner? Coffee and chocolate always set the right mood for me. All the best with your writing!
Jennifer, you just mentioned my favorite combo: coffee and chocolate! Indeed, the perfect mood-setter! 🙂
Jen,
Sundays at Panera are my favorite part of the week. 😉
Dabney
Ha ha! Tell your mind, “You’re welcome!” This made me laugh.
Chad,
Life is better with laughter and chocolate and coffee and naps. Hmmm…we pretty much summed up most of my days.
Okay, I’m done filling Janet’s inbox with my comments. Sorry, Janet (and Chad). 🙂
PS For the record, I did enjoy this post and now plan on showing extra attention to those who comment on my site. All four of them.
Dabney
Yes, I cherish the nap. Intentionally taken or not. 🙂 I may light a candle, but I never dim the lights. 🙂
Chad, first, I wanted to thank you for presenting this content at the Jot Mini-Conference. It was enlightening for sure!
I’m currently promoting my debut novel. Yup. It’s difficult. However, what has made the work more filled with joy is making people my partners in promoting. I have a core group that is willing to talk up my novel, post links, talk to their friends. I suppose you could say I have a good tribe. But, really, I just have incredible friends.
This is so great. If we can’t call our core tribe our friends, something is wrong! Thanks, Susie.
#3 hits home with me. It’s easier to go searching than to stay and dig. Great encouragement. Thanks.
You’re most welcome, Julie!
Love the thoughts on engaging the tribe. I think I’m finally at the point where I can start to pinpoint that group!
Woohoo! Keep on serving them!
Way to go, Heather! I’m still far from there, but I can celebrate you. 🙂
Hi Chad! Thanks for sharing with us today.
“Don’t add to your to-do list. Go deeper with the one you have.”
The above is advice I really needed to hear today. I am ever thankful for the support I have received on this blog, on my blog, on ACFW, etc. but it is easy to feel overwhelmed.
I enjoy my blog (www.pensonaworldmap.com) and hope to continue to provide a home for writers, travelers, and readers. I want to help fellow writers, encourage them and help promote published authors.
I think offering author interviews and guest blog posts and posting consistently have taken my blog in a good direction. However, I plan on stepping up my writing tips/advice posts and I must continue looking for ways to “go deeper” with what I have.
Great advice! Much appreciated.
Morgan, I love your comment about stepping up your writing tips/advice. It reflects the fact that your radar is up for what people need, and you’re open to doing your best to provide it. Well done.
Thanks so much, Chad! 🙂
Morgan, please don’t add to your to-do list. It’s already frightening enough! Just kidding–friend! Your ‘www.pensonaworldmap.com’ is great.
Chad, thank you for a great post.
Thanks! 🙂
Thanks for the helpful article, Chad. What I have found so challenging in building my audience is that I focus more online than in person. My critique groups are online. Most of my publishing contacts are all online. Building a local audience has been hard.
That said, I think by hosting authors at my blogs, and using Facebook, Twitter, Pinterest, and LinkedIn I am slowly increasing my reach. Would I like to see a huge jump? Yes, but just like there is no quick way to make money, I don’t see there being an easy way to gain followers.
Thanks again for your advice.
By the way, to my fellow writers out there, I have a Christian book blog that is always looking for content. I can’t review books right now, but guest posts and interviews provide exposure, too.
Thanks, Cheryl. You raise an interesting point about whether or how important it is to have local tribe–a group of folks who follow you and appreciate your work in your own geographical area. I haven’t given that much thought, but I think it’s a good question!
Wonderful list– I especially love the idea of going deeper with what we already have going. As a pre-published author at the very beginning of her journey, I fought against the idea of a social media presence for a while. But after taking the plunge, it’s been neat to connect with people. I may not have a book to offer them yet, but I don’t want this pre-published time with them to be in vain. After exploring the question “What CAN I offer them now?”, it all came down to serving them, offering encouragement, ministering with the words I have now… and honestly? I’m thankful now for the pre-published web presence, as it’s conditioning me to be about relationships, about serving, so that when I *do* have a book someday to offer, I won’t start spamming and using my readers. The groundwork of an organic, heartfelt community will have been laid, and my heart’s been tuned to what’s important here: their hearts.
Thank you for a wonderful post!
Amanda, I love that idea of an “organic, heartfelt community.” You’re spot on. Thanks.
Thanks, Chad, these are really great questions! I especially like number 2, as it’s a bit counter intuitive at first. We tend to think about what WE want to do without considering what readers are looking for at a point in time. It’s a balance. I’ve experimented with content on my blog a lot to determine what type of material within my overall theme resonates with readers best. My favorite type of content (theological/idea based) doesn’t hit nearly as well as posts that have a very practical, everyday application. Over time, that led me to ensure my posts are almost always applicable in a “practical” way. It doesn’t take away from the nature of the content I want to write, it’s just how I angle it.
Re: The best thing I’ve done to build an audience…I’d have to say learning how to write my blog posts in a way that makes people want to share on Facebook. There’s sort of a “blog post anatomy” that seems to motivate people to share. That looks different for any given blog. Once I got into my groove with what makes something shareable on my own blog, it really generated growth. The “word of mouth” that comes from shared posts makes a big difference.
Thanks for the insightful post!
Thank you, Chad, for sharing your knowledge today! #3–particularly your comment about going deeper–jumped out at me. One thing I’ve learned from way back when I started networking online? The numbers don’t mean much without connections.
Again, thanks! Great post!
I agree with Jill. As I read your post, Chad, I felt layers of guilt roll away. I don’t have to keep adding new types of social media? Hooray!
My first novels were published prior to the existence of any online social media, and I was able to garner a loyal international audience through my novels, lectures and writing workshops, and also simply by answering all my fan mail – snail mail in those days.
Email is easier than snail mail. Twitter is fun, Goodreads informative, and blog posts build a slowly-growing audience, but what works best for me is Facebook.
As I try to take advantage of a previously laid foundation and carry my readers with me from the ABA to the CBA (and I’m amazed at how many want to join me for this journey), the active participation of my Facebook family is invigorating. We’re naming characters, voting on plot turns, and adding psychological insight. It’s exciting to feel the gathering momentum. I can’t wait for my current novel to sell, and the good news is neither can they!
Wow…..I have often critiqued how authors have not used social media creatively, but after reading this:
“….the active participation of my Facebook family is invigorating. We’re naming characters, voting on plot turns, and adding psychological insight. It’s exciting to feel the gathering momentum.”
I must say I am impressed! What a wonderful way to interact with ones’ readers. That’s what I feel writers are sometimes lacking when they use social media: how to use it to extend the “universe” of their stories, bring their readers into that universe, and realize that when social media becomes FUN to use it is a tool to help make writing easier, not a burden.
I respect your ability to forge ahead in this digital era, and for helping to show writers new joy offered by this digital era in how they approach their career and interaction with readers.
I’m impressed with both Jill’s point and Sue’s innovative uses of Facebook. On this end we’ve used the Baker Books Facebook page to help us decide on covers and titles! Great stuff.
I have to chime in here, too, and say that Sue is one of the warmest writers to meet in real life! I think that translates across her social media sites. I tend to pay more attention to people I like. 🙂
(Hi, Larry! I’m taking notes on Sue’s strategies too!)
“Don’t add to your to-do list. Go deeper with the one you have.”
Thank you. This is where I am now. This is what I need to hear.
Not just for platforms, but also for writing management. Do I bring to the table everything I want to write, and write them all, or do I focus on my best one, and do it well? it’s time to stop twirling plates.
Thanks again!
🙂
P.S. For social media platforms, IMO four basic ones are enough to get a new writer going — website, Facebook, Twitter, and Pinterest. Even lovely Pinterest is optional…
I keep up my website because I’m IT, and that’s easy for me. I like Twitter because it’s short and sweet. Pinterest because it’s visual. But Facebook, well, right now my author page just sits there like a docked tall ship.
I also think that it’s not necessary for a writer to blog if she doesn’t have time. No need to add to an already full plate. Focus on writing them thar books, and write them well.
Blessings! 🙂
Jan, good thoughts. One tool that could make posting to FB a little easier is BufferApp. BufferApp allows you to preschedule posts to Twitter, Facebook, LinkedIn, etc., and choose whether to post something just to Twitter, for example, or multiple social media outlets. Check it out: http://bufferapp.com/r/bc59a
Cool! Thanks, Chad. I see that BufferApp is more affordable than SproutSocial. Wow. I’ll have to check it out. Thanks again. This is great!
Welcome, Chad, and what solid advice you have presented for us today! It’s always nice to have a wide variety of voices from within the industry share their experiences and advice.
“What is the best thing you have done to build an audience?”
I would say that it’s my writing: which may sound like a lazy response to the question, but I feel that no matter what we as authors do to connect to readers, that our writing is both how we do so, and why they choose to bother listening to what we in particular have to say.
Larry, well said. Steve Martin’s advice to comedians in an interview with Charlie Rose was, “Be so good they can’t ignore you.”
Thank you for this helpful post!
Best thing I’ve done to build my audience? Be consistent with my blog and doing my best to serve people with it. Book giveaways have done wonders too.
I like the idea of giving special attention to loyal followers. I’ll be brainstorming ideas now.
Good for you, Leah. Thanks for writing in. I’ve thought about doing book giveaways via my own blog. We’ll see.
#4 really resonated with me because I’ve been on the receiving end of this a couple times, and it did make my day. Laura Frantz does a fabulous job of connecting with her readers. I’m pretty sure I’m not her most loyal follower (close maybe? :)), but she’s treated me as if I were. And I’m guessing from the way we all rave about her, she does that with every other reader too. When I grow up into published authordom, I plan to follow in her footsteps.
Hi Chad,
I’m grateful for Janet’s invitation for you to post such practical tips. I have these things in place with 2 book proposals complete with a 3rd one ready to work on. My husband has published with you and I’m currently looking for a publisher. We lived and ministered in Grand Rapids for 20 years. Seven + years my husband was the President at Grand Rapids Theological Seminary and for 14 years he was the Executive Minister at Calvary Church. We are currently working with a ministry that is worldwide. I have a huge opportunity before me with a platform for His honor and glory. My books are devotional and it appears there are a lot that are available, however, I haven’t see one like I would like to do.
I have 8 books where I have been published with a chapter or two. Looking to publish my own.
Thank you for reading this.
Rejoicing,
Donna
Donna, contact me at chad@chadrallen.com.
Chad, thank you for these good questions. I’m learning to spend more time with my responses to comments on my blog. Rather than a short and quick reply, I want to provide something thoughtful and practical to a reader’s comment or question. And, yes, there is someone special I want to gift with a book. Great suggestion.
Susi, yeah, there’s commenting and then there’s commenting, for sure. Sometimes a commenter says something that prompts another thought to offer, and sometimes not. But I do think interaction, letting folks know that you hear them and care, is important.
Thank you for your insightful comments, Chad. I can’t really answer your question as to what I do–because I’m a newbie at the whole ‘tribe’ building thing. Evidently, I’ve gone about the whole business backwards ;). I co-wrote a book, started researching how to write a good query letter, ended up reading a book on building platform, realized I had none, joined twitter and started a blog and wrote a book proposal. Now, I’m trying to decide at what point do I send out my book proposal? I realize that there are no magic numbers for followers or ‘likes’ or comments on blog posts, nor does the tooth fairy exist, but how does an author know when it’s time to leap off the cliff (um, I mean, mail out a query letter or book proposal)?
Good question. My advice to do your best on all the above and then push send. You’ll know how well you’ve done by the response you receive!
Chad, thanks for this great post…Having attended Mt. Hermon Writers Conference last year and working on my debut book, I was intimidated by the numbers we were “supposed” to have on social media. But I was faithful and started a blog on my writing and art happenings,(I am an artist as well) and I began to build a base. What really grew my platform was when I started centering my posts on my relationship with the Lord, including Scripture and being real about the other issues in my life, including my advocacy for victims of human trafficking and work as a former missionary in Israel. Once my posts became evangelical, the Lord brought the traffic and my numbers are growing like hotcakes! But mostly I am blessed to have a new mission field through the internet, something that was a complete surprise.
I believe the best action step that I have embarked on so far to build an audience, may be the most obvious – I started a blog. Beyond that, communicating with my readers by answering their comments personally and meaningfully has, I believe, gone a long way in building relationships and trust. My readers have expressed that they feel as though I am truly “listening” and “hearing” them.
Thank you for a great post!
Tehila, yes, let’s not miss the fundamentals. To use Hyatt’s language, Facebook and Twitter are good outposts, but there’s nothing like the homebase a blog provides. And it sounds like good things are happening for you. Your readers’ comments reflect that your focus is in the right place!