Blogger: Mary Keeley
Recently I’ve been taking a closer look at a few writers whose followers and audience have consistently and significantly grown over an extended period of time. I wanted to find out one thing they are doing to keep their readers loyal and continually growing in numbers.
Sure, there are the anomalies of being in the right place at the right time when they launched their first book–when timing, topic, setting, and factors out of their control combine to bring a surge of readers their way. But these are serendipity occurrences that can be hoped for, yet rarely orchestrated. And even though a few authors are fortunate enough to experience this phenomenon once, what are they doing to keep these readers loyal and anxious to purchase their next books?
They give back to their readers.
I’m not referring to contests and giveaways. These are helpful strategies and have their place in marketing your book after it is published. I hope you utilize them. The kind of giving back I identified in these authors is a giving of themselves to their readers in special ways.
One author writes about a particular people group. She did the basic research early on by visiting them in their various locales and learning their history and struggles as a whole. She then went a step further: she got to know them as real people and established a caring relationship. They trust her to write inspiring stories whose characters are endearing and struggles are realistic. This group is her primary loyal audience, and she gives back to them by being aware of their small businesses and promoting their festivals and small industries. Each benefits the other.
Another example of a caring relationship between author and audience is a writer who built an audience of loyal readers before she ever wrote a book. She is a trained expert and blogs about a healthy eating plan she created. She now is near to receiving a contract for her first book and already has a huge group of enthusiastic followers who are anxious to purchase the book for themselves and additional copies to give to others. She grew this loyal group through her website and blog, where she answers visitors’ questions and gives them dietary suggestions to improve their individual health issues. Her passion for helping others improve their health is evident through her transparency in talking about personal lifestyle and health issues that motivated her to become an expert on health through natural foods. The testimonials listed on her website speak of transformed lives.
In both of these examples the authors let their readers and followers get to know them on a personal level, and relationship formed. Add to that this special ingredient: The authors are benefiting their primary audience in some way. They are giving back to their readers.
Technology enables you to connect with your readers personally through Facebook, Twitter, Pinterest, and blogging, among others. Follow that up by contemplating the general needs, challenges, and interests of your primary audience. How might you benefit them? The effort to give back will not go unnoticed, and reader loyalty will deepen.
What about you? Did these examples inspire ideas you can apply to benefit your readers or future readers? What is your greatest challenge in knowing how to give back in a way that deepens your author-audience loyalty?
For me it was actually the technology that brought me my audience.
I started back in 2007 when podcasting — and the podcast novel — were still new. There were not many people writing for this format and the audiences were quite small, at least by comparison to print.
Having listened to many of the existing books, I set about making my own. These early efforts rewarded me with many more fans that I could have imagined, and in return, I cranked out four books that first year. I’ve finished five more since — the last one is in audio production now and will be offered as a free podcast as soon as I can get it done.
Some authors look at me like I’m crazy because I give away the audio in podcast form. The reality is that these free audio episodes have been downloaded over 5 million times by more than 25,000 people around the world. The entry point – the first episode of the first book – gets downloaded about 40 times every single day. Some of those people go on to buy print and ebook versions.
I give back to the fans — and the community — by donating my voice talents to other projects. That means there are more projects produced in audio, and more things for them to stick in their ears even when I’m busy writing. I also spend time with the fans on social media sites like twitter and facebook and publish a daily podcast that gives the hardcore fans a glimpse into the glamorous daily life of a full time writer (yeah, not so glamorous), and keeps them up to date on projects and — more importantly — my process.
What my fans want is “more” and I work hard to give it to them. I feel particularly bad about this last year when I was unable to produce the kind of output they’ve been used to, but I’ve made some changes that should let me get back on track–including getting my rights back from my publisher so I can publish on *my* schedule, not theirs.
I’ve never been at a loss for how to give back. Write the next book. Podcast it. Contribute my voice to other projects – particularly new voices coming along. By finding and helping new authors, I’m able to give the readers and listeners what they want.
More.
Nathan, thanks for continuing to give by sharing your successful strategies with us. These are great examples and idea prompts.
Mary,
My morning tea time is once again punctuated with a challenge: how to become more relational with a cyber audience.
And the truth is…I don’t know “how to” do it…yet! I appreciated your examples, but my greatest obstacle is trying to distinguish what might be beneficial that hasn’t already been addressed.
Well, I’ll pour another cuppa tea and spend some time contemplating the subject.
Happy Friday!
Tea and contemplation are always a good start! 🙂
Yes, Kathryn…tea and meditation are a perfect combination!
Kathryn, is there any way you can interview some people in your target audience? Let them know you are writing a novel about XXX and are concerned that your story is accurate. Maybe take a research trip to learn their most common and anticipated interests, passions, and concerns? Or build relationships by tweeting and on Facebook and Pinterest. Ask followers to provide information you need for the book you’re writing.
Anyone else have suggestions for Kathryn?
Thank you Mary for taking the time to share some very practical and feasible ideas. I copied your suggestions into a folder I call “Connecting with My Audience.”
This blog seems to generate great helpful comments and I so appreciate reading everyone’s thoughts!
Great post, Mary! 🙂
The aspect of growing readership appears like Mount Everest in front of me…this nearly unattainable feat. Advice like in this post and from others has helped me start the climb.
I completed my first novel this year and am currently seeking representation, so I do not have any books to promote…yet. 🙂 But I’ve been working hard to provide a home for my readers and a way for us to connect.
My blog, “Pens on a World Map,” combines my love of travel and writing. I am trying to build a community of writers/travelers/readers from around the world to share their stories and swap advice and encouragement. It’s a work-in-progress.
Do you have any further advice for beginning bloggers building a community and how to reach out effectively to readers? Thanks!
Morgan, become the virtual or actual traveler’s best friend. Pin photos and people’s stories on Pinterest and offer engaging descriptions. Tweet and Facebook general up-to-the-minute information like airfare deals, hotel bargains, “best way to get from here to there in the location of your book’s setting. Point out intriguing places of interest in that location and a positive cultural summary that would draw followers to visit there. Link all your social media with your website where you keep a user-friendly archive of this information (the kind that doesn’t change daily) for all the places you have visited, especially those places where your novel(s) take place. Of course, you’ll provide a link to where they can purchase you book too.
You will build a relationship with your followers and benefit the economy of your books’ settings at the same time. When you visit the location of your next book, interview local business owners, Chambers of Commerce, radio stations, civic groups, churches and tell them about the book you are writing. These groups will be eager to promote it and your website.
Thanks so much, Mary! Incredible suggestions! I will print this out and get to work on it! 🙂 Have a great weekend!!
Mary, what a wonderful post! I loved your examples. “Giving back” is truly such a blessing.
I don’t know if I can define yet what it is exactly that I do, but I try to connect with my FB/Twitter followers/potential readers in an honest, unpretentious way. I share writing & craft links that I’ve found helpful and mix those with a dash of humor or personal anecdotes that may brighten someone’s day. Oh…and I do have a monthly blog drawing as a small way to “give back” because so many have helped me along the way, but prayerfully, folks realize that, while it is a bit of a growth strategy, it’s not “me” driven.
Good point, Cynthia. The connections you make need to be genuine and caring. If those you try to connect with sense your effort is primarily a selling strategy, you’ll lose ground rather than gain any. And thanks for sharing the good examples of how you give back to your followers.
Have you tried blogging, tweeting, and pinning interesting or little known information about the setting of your books? Engage your followers with the enchantment of that location. Make them want to buy your books to read your charming stories.
Great post, Mary! Giving back is so important – in every aspect of life.
You are so right, Kathryn.
Rachelle, thanks for having Mary on your blog. She shared some great insights.
I have all of the social media that pretty much everybody seems to have these days. However, I don’t utilize them the way that I could be. I’ll have to do some planning on how to give back more, and not just use these handy things like Facebook to selfishly just promote my writing.
Mary, I’ve been thinking about this for the past couple months and taking notes on ideas as they come to me.
The fiction writer I’ve met who does this the best is Laura Frantz. She’s such a sweetheart, and you can tell that she loves her readers. They’re not sales figures to her. And I’ve never met her in person. 🙂
She’s who I want to be like when I grow up, er, get published.
Sally, yes, it’s so important to really love your readers. It will show in everything you say, do, and write. But before writers can genuinely love their readers, they need to get to know them and help readers get to know them. In the process of building that relationship, genuine caring develops and loyalty grows.
I have only been at blogging for about six months. I just chose something my heart was passionate about and went for it. Sometimes, the progress is very slow. I absolutely love that I have been able to meet like-minded people from around the world!
The things I am passionate about also reveal themselves in my fiction work. I know if I get published the same themes will draw those who currently read my work.
Be very patient, love the voice of your readers, and write what you are passionate about. Just be your honest, authentic self and others will be draw to you. God wanted someone exactly just like you, you will be a blessing.
Thank you, Lisa. Well stated building blocks for a loyal audience.
I’m definitely interested in seeing other comments on this topic, and would love more helpful suggestions. I blog and post on Facebook here and there. My recent goal has been trying to establish what kind of readers would buy my book and then trying to post about what they’d like to see. Hopefully over time I’ll be able to reach more people this way, by building a relationship based on common interests. We’ll see!
Cindy, it would help if you could pinpoint who you had in mind when you were writing your book. Who were you talking to? Picture them in your mind. They are your audience. Learn everything you can about them and you’ll know how to build a relationship with them through your social media and blog.
Mary, thanks for the great examples and inviting others to share their successes! It is always helpful to gather new information. We never stop working to relate to our readers.
Giving back is a true delight. Through online coaching and my blog I am learning to do this, but it does take time to be proficient.
I am amazed that some of the most frequently answered questions on facebook are questions I ask about a readers day.
Thanks for the great ideas!
Michelle, you’re right. Getting to know and care about your audience, helping them to know you, and building the relationship takes an additional investment of your time. But once the seed takes root, loyalty develops and endures as long as nothing changes.
Most of my experience with readers has been at Barnes and Noble book signings, and I think really listening to those people who had previously bought and read the book I was still selling was important to both them and me. One of my goals was capturing the essence of evil portrayed by the antagonist. I bled when choosing the right words, not only in him but the other characters. Reaching as far into myself to feel the emotion of the character as I write is my responsibility to my readers, and, if by their feedback I find I have transposed that emotion to them, I have done my job, and we now share a common bond. That is very gratifying.
I’m glad you mentioned book signings, Mike. They are golden opportunities to meet individual readers and listen to their first-hand feedback. Indeed, the emotional connection builds loyalty.
Thanks for this helpful advice, Mary. As an avid reader, I’ve found that certain writers have a real gift for making you feel as if you’ve made their day complete by showing up at their book signing or commenting on their blog, even if you’re just one of a sea of people clamoring for their attention. It’s a combination of thoughtfulness, attention, eye contact, a well-placed remark or question, and an overall attitude of “I see you and I care about you.” This ability to connect elevates “my favorite author” to “my friend.”
Mary, thank you for your post.
I am a self-published author and I have a nice size audience, but needless to say I want and need for it to grow.
I do fb and have a fan page and try to post something each week, and respond to their post at times. But I am going to have to work on finding away to put into practice your advice on giving back to my readers in special ways.
Do you have other examples to give us besides the two posted? If so I would love to read them.
Reba
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