There are lots of questions I’m often asked as a literary agent- and some I’m not asked, but writers ask themselves (and their friends). One of those questions is “Do I really need a newsletter and an email list?” The answer is a resounding YES. By now, you know you need a platform if you’re hoping to traditionally publish a book- but did you know that an email list is part of that platform? And-not only is it part of the platform, but it’s actually one that publishers pay very close attention to? It’s wonderful if you have lots of followers on Instagram or TikTok, but what happens if those platforms disappear tomorrow? How will you get in contact with those followers to let them know you still exist- and so do your writing projects? This is where an email list saves the day. It’s your ticket into inboxes- independent of whether someone logs into social media or not.
But…how do you get subscribers? You will only get so far signing up family and friends to your email list (with their permission, of course). You’re looking for more than just names on a list- you’re looking for people that are curious and interested about your writing. One way to find those people is by providing them with a lead magnet.
What’s a lead magnet?
A lead magnet helps you build your email list by drawing readers in to become subscribers. A lead magnet is typically a free item, offered digitally, and most of the time it’s downloadable or printable. Most email platforms have built in options to automatically send subscribers your lead magnet upon signing up, making it a “set it and forget it” way of building your list. You can create a digital freebie to offer through various graphic design websites online that make it easy through user-friendly interfaces and most have a free option.
What makes a lead magnet effective?
An effective lead magnet is one that converts readers to subscribers. That’s it. The goal is to offer something so enticing that subscribing to your email list feels like a worthy trade. Remember, getting an email address from a reader is incredibly valuable. It’s not contingent on any other platform to show your post in their algorithm. Publishers knows know the value of this kind of marketing, and this is why they consider an email list to be an important part of your platform.
How do I know what to offer?
I tell writers to think about their lead magnets as an extension of their usual online offerings to readers. You know your readers best, and you have probably spent some time considering their needs. We often call these “pain points” or “felt needs.” What kind of freebie would your reader want or need? If you write fiction, consider what kind of short story your readers might like to read. Perhaps they would like a few designed journaling pages, or a fun way to record the books they’ve read this year.
For nonfiction, think about how you’re serving readers in the online space. What is your mission statement? If, for example, you write for women in business, you might consider offering a printable download of inspiring quotes or thoughts about determination and success they can place in their workspace. I’ve also found that people love quizzes. Offering a quiz that targets a pain point can be highly effective. Circling back to our women in business example, maybe a quiz for this demographic might be titled, “Find Your Most Efficient Morning Routine” or “What Kind of Work Style Suits You Best.” If you write fiction, perhaps your quiz could be titled something like, “Which Classic Main Character Are You?”
Don’t forget…
A reader that converts to a subscriber has told you two things: A)They feel seen and served by what you’re offering and B)They want to keep in touch with you about what you’re offering now and will in the future. Continue to serve your readers turned subscribers, and you will find this part of platform building to be fun and educational as you learn even more about what your audience longs to see.
How about you? Do you have a lead magnet? Tell us about it in the comments!
Don’t forget to listen to the Books & Such Literary Management Podcast, where we encourage, equip, and inspire you on your writing journey.
In Honor of Indigenous Peoples’ Day, A Favorite Read of Mine