Hello Our Writesiders,

Last time we talked about why you should be doing an e-newsletter. Now let’s talk about the  broad scope of how to get started. Before you can do an e-newsletter list, you need to decide a few things: What you want to accomplish with your newsletter, what you should include in your newsletter, and how often you should send out your newsletter.

What Do You Want to Accomplish?

“SALES!!!” Yeah, I know you do, but put yourself in your readers spot for a moment. Would YOU want to get an e-newsletter that was nothing but “Buy my book, buy my book, buy my book?”

That’s a big nope, right?

What we are here to determine is how we are going to approach connecting with our reader to moving them from a preference into a purchase, loyalty, and advocacy, right? customer_sale_funnel.png

This is where you need to decide what your Worldview as an author is, (You read the May article about World Building through Marketing, right?) and pitch that to your readers.

There are several different approaches to take with this. I have a weekly e-newsletter that’s all about An Angell’s Life of bookish goodness. It shares my blog posts of author interviews, book reviews, booktubing, bookstagramming and other bookish adventures. I am looking to appeal to readers as a reader. This works for me.

Another author, Andy Peloquin, has chosen a solid niche to write in (dark fantasy) and all his stories happen in the same world. He is targeting readers who will fall in love with that world. He sends out a monthly e-newsletter with short stories in his world, as well as notices on when the next book will release, if there are promos, other dark fantasy authors he’s reading and a variety of other things. But he always has that short story to offer his readers. I LOVE it!

Author Alex J. Cavanaugh does the “Ninja Newsletter” and it is geared around his pop-culture obsessions. There are tons of pop-culture bits, and he spotlights bloggers from the Insecure Writers Group, providing a wide range of interesting articles about everything from movie critique to book releases, to writing about writing. Plus, it pulls at the heartstrings of anyone who’d “Rather be a Ninja” (ME!)

Make sure that your worldview is a true extension of both you, and your writing. You don’t want to be constantly changing expectations for your readers. You will lose a lot of them.

So figure out your worldview and that will determine your next step:

What Should You Include In Your Newsletter?

This should be all about building that worldview you’ve decided to cultivate. If you are cultivating the world view that erotica is awesome, than only focus on sharing erotica content.

If you are building the worldview that indies are awesome, than only share indie work.

If you are building the worldview that we need strong female characters, only share books about strong female characters.

If your worldview is that you are an accessible writer, then share personal stories, short samples, and what you’re doing besides writing.

How often should you send your newsletter?

It’s tempting to just leave this on a whim, but don’t. There’s nothing worse than telling someone they will get something, and not following through. We feel cheated, or worse, annoyed when three months down the road we open our email to discover an email from some weird person we don’t remember subscribing to, telling us that their book is on sale. No. Thank. You. Unsubscribe.

The worldview you’ve chosen will determine, in part, how often you email. In my case, because I’m sharing lots of bookish goodness, not just my own, I can email weekly and it isn’t too annoying. If Andy emailed me weekly, I might get annoyed. Andy emails once a month. But he’s publishing three or more books a year, so that’s not super overwhelming, and he always offers those cool little short stories, so it’s something I look forward to.

I have other authors who email me once a month and I don’t read it most of the time. Why? Because I don’t really care about their new crafting project, I’m not interested in knitting, I don’t want to hear about their book signing in Alberta. That’s me, I’m probably not their best audience, but they will find their niche audience and those people will like those things!

Alex emails quarterly. It’s a huge newsletter, and sometimes it takes me a week before I get to it, but it’s worth it and I know I will enjoy spending most of a day hooping through all the fun articles and getting my pop-culture geek on.

The key is to establish your frequency and follow through. You want your loyal fans to know that you will send an email on the 15th, or the first and second Thursdays of the month, or during the four seasons, and be looking forward to that newsletter.

Next time we will discuss the mechanics of How to Do your E-newsletter, some options of programs to use, and automation. Fun stuff! Do you have any questions, or want to bounce your ideas off us? Drop them in the comments below. We’re always happy to help!

Until next time,

Keep Writing!

Heidi Angell is a bibliophile, lexicomaniac, and wordsmith. When she isn’t writing or reading, she enjoys helping fellow authors on their writing adventures. Learn more about how Heidi can help you at https://www.heidiangell.com/for-authors