Why I Am an Author Newsletter Convert

Before I was published, I subscribed to tons of author newsletters. Many of them arrived weekly, and there wasn’t much content. I didn’t see the value in constantly sharing “buy my book” announcements. I unsubscribed to a bunch, and I also didn’t focus on building my email list or my newsletter as part of my platform for a long time.

Later on in my journey, I talked with a publicist who stressed the importance of having a list that you OWN. When Twitter became X, I quickly realized how easy it was to lose followers that I had no way to contact. (My follower list on that platform dropped by thousands in a matter of weeks.) I decided to focus on my email list and to send out a newsletter.

The publicist focused on the importance of a regular newsletter schedule that was not sent too often or one sent too infrequently. I tried quarterly, but it felt like too much time had elapsed between contacts. I settled on monthly. I looked at the analytics from my email service and picked a day and a time where I had the most activity. It’s now on my calendar as a monthly task.

Then I had to decide what to include. I add new things and see how they are received. I am at the point now that I receive a lot of feedback and comments on my newsletter. And I love to talk to readers. I also have sections where I link to blogs or other items. For the links, I can check my analytics to see how many were opened. That helps me decide what to continue and what to replace.

People are busy, and they don’t have time to linger on emails. I try to have short informational paragraphs, links to key items, and bright graphics to separate each section.

Here are some things that I usually include:

• A welcome to new subscribers

• A brief section of what is going on in my life and my writing life

• A fun fact about my books or series

• Highlights of 6-8 authors that I have featured on my blog lately

• Writers’ Corner - A section full of links to blogs about writing that I have posted recently

• A list of upcoming events

• Photos of recent events

• A give-away of some sort and a congratulations to the last winner

• And information on any book sales

If you’re interested in checking it out, here is the link to subscribe.

What do you include in your newsletter?

Tips for Selling Books at In-person Events

I do a lot of book festivals and events where authors sell books. Here are some things I’ve learned over the years.

• Always bring extra books (even if a book seller is handling the sales and orders). You never know when a shipment is delayed or you sell out.

• Think of ways to make your table/display interesting and inviting to visitors. Always bring a tablecloth. Sometimes, they are not provided.

• Don’t put hundreds of books on the table. You always want to create the idea that they’re “getting books while they last.”

• Avoid big banners or tall displays that block you from buyers’ views (especially if you’re short like me). You don’t want to look like you’re hiding behind stacks of books, banners, or shelves.

• Have small give-aways, bookmarks, and postcards to offer guests. I’ve had chocolate melt before, so I don’t usually do candy. I find something that’s related to my series and buy little party favors. For my Mermaid Bay series, I have mermaid items or plastic figures of sea creatures. Kids and adults love looking through my bowl of sea creatures to find their favorites. I also have sparkly pearly bracelets for my Pearly Girls mysteries.

• I find the longer folks are at my table, the more likely they’ll look at my books. Have your elevator speech and your tag lines in your head and ready to go.

• I talk to everyone. (And yes, sometimes, I get questions about things like “where is the bathroom or drink machine.”)

• You don’t know who will go home and buy an ebook or an audio book. I give everyone bookmarks, so they can find my series easily.

• Ask casual lookers what they like to read or about their favorite books. People are usually willing to share.

• Stand up and greet people. Watch your body language. If you look angry or stand-offish, people are less likely to approach.

• Smile. It always makes you look friendlier.

• Avoid scrolling on your phone. You look busy, bored, or approachable.

• Have change, QR codes to your pay apps, or your credit card readers ready. Sometimes, the WiFi is spotty. Be prepared and ready.

• If you can, offer a deal if people buy more than one of your books.

What would you add to my list?

Why Writers Need Public Speaking Skills

If you read studies about universal human fears, public speaking is always on the list. In high school and college, I was terrified of it, and it took years for me to overcome that. My company sponsored a Toastmasters group when I was a technical writer, and I signed up. The good thing was that the group was new, and everyone was a novice. We bonded over a “we’re in this together” vibe, and it was the best training that I’ve ever invested time in.

As a writer, you are often asked to do panels, teach workshops, do readings, and speak to groups. The more you practice, the better you will get. If you get the opportunity to join Toastmasters, I highly recommend it. After several certifications, I finally felt comfortable giving speeches or speaking up in group discussions. Here are some things I learned that have helped me along the way.

• Don’t have anything in your hands or put your hands in your pockets. People tend to jiggle their keys or change and play with pens or things in their hands. Don’t clutch the microphone, lectern, or table. It makes you look like you’re hanging on for dear life.

• Practice what you’re going to say in front of a mirror or record it, so you can see if you’re making faces or tripping over certain words. You want to look natural and sound authentic.

• Make sure you’re looking at the audience. If it terrifies you, look at the top of their heads. They think you’re looking at them, and you’re not staring them in the eyes.

• Don’t read your PowerPoint slides verbatim to the audience. Talk about key points and provide examples. And don’t turn your back on the audience to read your slides.

• Watch the “errrrs” and “ummms.” A lot of times, you say them or crutch words (like “you know,” “you see,” or lots of “ands.”) People start paying attention if there are too many, and they listen for them and ignore your message.

• Know your material. It’s okay to have index cards or a few notes (like bulleted items), but don’t take a copy of what you’re going to say verbatim. You will go to where you are most comfortable, and you’ll end up reading your text, and that is the fastest way to put people to sleep.

• If you lose your thought, take a breath or a pause and continue.

• And if you’re on a panel, be a good citizen. Don’t hog the time or the microphone. If you agree with what someone else said, give them a shout out. Be attentive and listen to your fellow panelists’ answers.

Writers who are able to be panelists, guest speakers, or workshop leaders will have more opportunities, and it’s nice to be invited to be a presenter.

What's in Your Event Bag?

It’s always a good idea to have a bag with some emergency or needed supplies for your book events. Here are some of the things that I pack.

• Make sure you have plenty of pens. I also have a black marker.

• Don’t forget your bookmarks, give-aways, and business cards.

• Even if there is a bookseller, bring a box of books. It’s always good to have them in the car in case there’s an issue with the book order.

• Pack bandages and a small medical kit in case there’s an emergency.

• Add a roll of painter’s tape and scissors. You never know when you need make a sign or fix something.

• Pack a snack and some drinks.

• If you’re there for a long time, you may want to bring your phone charger.

• Pack a tablecloth in case there isn’t one.

• Make sure you have all of your notes, handouts, directions, and instructions.

What do you have in your event bag?

Keeping Track of Your Book Details

I write four series, and I am often asked to provide details about the different books. I have to have a way to keep this all organized. Here’s what I do:

• I keep (and backup) a Word file for each series that includes each book’s ISBN and buy links from a variety of different booksellers.

• I have an electronic folder with the artwork for each book’s cover. I keep subfolders with copies of the marketing graphics that I use.

• For details about me, I have a Word document with a standard small, medium, and large biography. I also have a list in this document of the links to my social media sites.

• For the details of each series, I keep an Excel spreadsheet that has a column for each book. I list details for each character and what books they appear in.

• And finally, I keep a Word document for each series that lists blurbs and reviews by book. If I ever need a pull quote, I have my choice.

What helps you stay organized with your writing materials?

Things to Know about Newsletter Services

You need an email service to create, distribute, and maintain your unsubscribe list for your newsletter. There are lots of services out there with lots of different pricing models.

Here’s what I learned:

• Find a service that you like and can easily use. Many have built-in templates to get your designs started.

• Make sure the service you choose allows you to import and export contacts for your mailing list. You may want to change services one day, and you’ll need a way to get the data in and out.

• Always export your email list to ensure you have a backup of the names and addresses.

• Check out what you get with the free services. Many offer that for a certain number of subscribers or newsletters a month. There are paid subscriptions when you reach a certain number of followers. Always compare the packages to see what you’re getting.

• Talk to other authors to see what service they are using and what they like.

• Make sure you can connect your email list to your website, so visitors can register online. Most of the time there is a way to link or set up a widget on your website builder.

• Ensure that your service offers access to basic metrics. You’ll want to know how many of your newsletters were opened. Also, many have historical data so you can see trends over time. This will help you target days and times where your readers are active.

• See if it offers a scheduler. My service lets me schedule my newsletter for specific times during the date. This helps me choose optimal times that may lead to more eyes. (For example, people get a ton of emails over the weekend. Monday morning is probably not the best time to send your information.)

Newsletters and Email Lists - Do I Need to Bother?

I did a workshop recently on author platforms, and someone asked me if they really needed to bother with a newsletter.

My answer is, “Yes! Yes! Yes!” When I started my writing journey, I was overwhelmed with all the marketing tasks, and I was a really reluctant newsletter sender. I usually sent one out when I had a new book.

And because I didn’t build up relationships with a regular or consistent schedule, I didn’t see much success or value in it in a long time.

The importance of owning the list of email contacts hit home when Twitter changed to X, and there was a mass exodus of followers, and they weren’t the only social media platform to make changes in policies and functionality. I had rather large followings on several, and I had no way to contact fans, readers, and followers if the system folded or the platform closed my account.

Here’s what I learned about newsletters for authors:

• You own your list of followers/subscribers. You can contact them when you want.

• Always make sure to export your list of subscribers regularly from your service to ensure you have a backup of all the contacts.

• You need to establish a regular cadence for publication. If you only send one out when you have a new book, then it looks like you’re only trying to sell something. Too many emails can be annoying, and if you rarely send one, they’ll forget about you. Find out what works for you and your readers.

• Target readers who read your genre. You’ll have more success with retaining followers.

• Make sure to do signups at every event, especially if they buy a book. Invite them to register.

• Be careful of author services that sell you newsletter lists. Vet everything. Five thousand email addresses aren’t helpful if they don’t read what you write.

• Your newsletter is an opportunity for readers to get to know you. I love when I get emails from newsletter readers.

What would you add to my list?

And if you’d like to sign up for my monthly newsletter, here’s the link: Contact — Heather Weidner.

Things to Think about When Doing In-person Author Events

This fall, I did a lot of in-person events, and I noticed some things as I watched those around me. There were a few (usually newer authors) who complained about the crowds and their sales, and then there were the authors who had a lot of success.

Here are some things that the successful authors had in common.

The Presentation:

• Always bring a tablecloth and make sure it’s not wrinkled.

• If you make signs or handouts, make them attractive and readable.

• Always give out something. Everyone I talk to gets a bookmark. You never know who will buy an audiobook or an ebook later.

• I stopped giving out candy when I had some melt in the summer. I have little trinkets for kids (and adults) that relate to my books. Lately, I’ve been giving away sparkly “Pearly Girl” bracelets, and plastic marine animals for the Mermaid Bay Christmas Shoppe Mysteries. Kids tell everyone where they got cool swag.

• Make your table attractive and inviting. Don’t clutter it with stuff. And don’t pile things so high, they can’t get close to talk to you.

• Don’t stack hundreds of books on your table. That gives the person the idea that there are lots and no one is buying them. Put only a few out and create the illusion of “get ‘em before they’re gone.”

• Take a look at your display from the front after you set it up and make sure it looks the way you want it to.

Your Look:

• Dress for the event. Some authors have props or a hat. They attract attention. If that’s not your style, then look professional and dress as comfortably as you can.

• Wear colors that stand out. You want to be seen in the pictures, and bright colors draw people’s attention.

• Stand up if you can. You look more approachable.

• Smile and greet people.

• Even if people are just walking by, ask what do they like to read or what their favorite type of book is. Know what other authors are near you and point out ones with genres they like if you can.

• Do not sit and scroll on your phone. You look bored and boring. People will walk right by.

• Look like you’re having fun. Talk with your tablemates. Take pictures with friends. Take pictures with people who buy books. People like to see what’s going on, and they don’t want to miss something. And they tend to gravitate to tables that look interesting and fun.

• Have your quick tag line ready and be able to tell them about your books in a succinct way. No boring dissertations.

• It is hard to start conversations with strangers, and it feels weird to talk about yourself so much. If you’re introverted or shy, you need to psych yourself up. Smile, look people in the eye, and talk to them. Not everyone is going to buy a book. But you’ll be surprised at the people you’ll meet. I have recruited a lot of mystery lovers to our Sisters in Crime chapter from these conversations.

• Caffeine and candy are good for quick energy boosts to keep you going.

• Be willing to answer questions. People want to know about you, your writing, and your path to publication. And sometimes, you’ll get some questions that you don’t want to answer, and that’s fine. If that happens, be a good politician and steer it to an answer that you do want to give.

• And don’t forget to invite them to sign up for your newsletter list.

Before and After the Event:

• Before the event, make sure you have all of the contacts and logistics information.

• Make sure you share the event on your website, newsletter, and social media sites. If you have followers in the area, they may stop in to see you.

• After the event, make sure to post pictures of all the fun you had. The group pictures are great for this. People love to see who was there. And tag everyone you can on social media.

• Make sure to thank the sponsor/coordinator. Their teams work hard to put on these events.

What would you add to my list?