Building a mailing list or a fanbase.
Clearly every author wants to be successful, and the ones who are often make it look easy. But usually their success is the result of a great deal of hard graft behind the scenes. Yep, that swan-like author floating effortlessly across the retail waters is paddling like crazy under the surface.
There are many factors which can help an author to succeed but one that is key is an engaged and enthusiastic fanbase. People do business with people. Sure, they have to like your books but it helps a lot if they like you, too. Today, I’m going to give you a brief# explanation of how you can use Instafreebie to help grow your newsletter list and start to build that fanbase.
# Actually it’s not brief at all, it’s incredibly long, as usual, because I wrote it, but I hope it is useful.
Ditch your preconceptions
Forget any tendency to view other writers as ‘the competition’. Since all anyone needs to access pretty much the entire world ebook market is a computer and an internet connection there’s room enough for each of us to find our niche. Think about it, one thing that unites readers is that they love books, and that means they read lots of them, and surely that means they’re going to love more than one author, just as they’ll like more than one band, or more than one TV show. Readers can, and do, follow lots of authors, while being big fans of them all.
Give your work away free.
Yes, I know this sounds counter intuitive but it does work. Preferably some of your best stuff so they’ll read it and think, ‘blimey this writer’s good! I must have more of that.’
Alternatively, only give your book away in exchange for the reader’s email address. That way you can let them know where to buy the rest of your books – should they want to – in a non-pushy, I’ll-just-leave-that-here kind of way. After which, it’s best to forget about trying to sell them things for a while and get on with the business of building a relationship with them. This is a long term strategy. Most readers have a big to read list and lots of books vying for their attention but the sooner you start, the sooner you will build up a rapport with them.
Work with other authors.
A group of people can be heard a lot more easily than one lone voice. That’s why authors often join together in groups and promote their books together. Target who you work with, make sure their books are in the same, or a similar, genre to yours so you are recommending the kind of things your readers are interested in.
It’s tempting to cast the net wide and go for numbers, but remember, you are aiming to bring together a group of readers who love your stuff and your genre. A huge list of 8,000 people sounds great but if only 100 of them open your newsletters you’re just wasting each other’s time. You’re building a fanbase, remember, and these are people, not Pokemon cards.
Once you’ve sorted some authors to work with, there are two main ways you can help each other:
- Individual Mailing Swaps. Find an author who writes similar books to you. Then organise it so they tell their readers about your book and you tell your readers about theirs. Caveat: Make EXTREMELY sure you’ve read their book before you approach them so you know you like it and can recommend it with confidence. Readers and authors alike will appreciate it if you write a quick review of the book and post it on some of the retail sites as well as in your newsletter.
- Group Promos. You can bundle the books by putting a page showing them all, with links to download them, on the website of one of the authors involved. Then you point people there, to browse and download the books that take their fancy.
Each author’s fans will discover new books to enjoy, while each author will be able to reach new readers. Bob’s your uncle. Happy readers, happy authors: win-win.
Making it easy for readers who want your book to download it.
This is where Instafreebie comes in handy. The whole point of their existence is to help readers find more books and help authors find more readers. Even better, gazillions* of authors and readers use them. That means it’s relatively straightforward to pull together groups of authors in similar genres who will join you in a promo. There are also organised promos you can join which you can find online in Facebook groups or places like kindleboards or Goodreads/Librarything groups.
Because Instafreebie want to introduce readers to new books it’s in their interest to reward authors who work at promoting their books. Keep passing the word on and your book or group author promo can get a mention in the Instafreebie newsletter – which will introduce a whole bunch of extra readers into the mix. On twitter they will often retweet about your promo, too, if you tag them #instafreebie.
There are two ways to use Instafreebie to distribute your free book as an author. If you are on a budget, you can use a free account to give your book away without collecting email addresses. If you put a link to sign up to your mailing list in the book, maybe in return for another one, or a short story or character profiles or the like, you will still get ‘organic’ sign ups but these will come more slowly.
Personally, I find it easier to have a paid Instafreebie account, and ask readers for their email address in return for their free book. If you do this, Instafreebie collects the addresses for you. When you’re done, you can either download the addresses from Instafreebie and add them to your mailing provider or you can join Instafreebie to your mailing service, choose a list and the addresses are automatically added for you. I really like this service.
* That’s a technical term.
Using Instafreebie for mailing integration.
I’m with Mailerlite and my paid Instafreebie account is linked directly to my Mailerlite account. You can do this with MailChimp too but they are a lot more expensive once you reach the paid tiers. At the moment, Instafreebie are doing a promo with Mailerlite so that Instafreebie paid account holders get a discount when they take out a paid subscription to Mailerlite. Mailerlite is free for the first 1,000 email subscribers but with full functionality so you can get a good feel for whether it will work for you.
It’s worth mentioning that Instafreebie are really good at letting you switch your account from paid to free so if you’ve no promotions planned for a while it’s easy to downgrade for a few months.
So once some readers have given their email addresses what then?
Woot! This is where you start to build a relationship with them. Start talking to them.
TO not AT, though, and act with integrity. After all, they trusted you with direct access to their email in box. That’s a big concession.
What to say to them.
Only you can answer this. Just be yourself, be genuine. Picture a good friend in your head. Got one? Good, now write your newsletter as if you’re talking to them. I try to always approach it like sending a letter to a friend.
Chat, ask questions, talk about books, share books you’ve read that you’ve loved. Give them things, previews of your work in progress, tell them interesting snippets you’ve discovered in your research, share jokes, silly names anything you like. Some of the most popular things I share with mine are quotes from my son, who is nine.
Experiment, with content, regularity, everything. I’ve tried sending newsletters weekly, monthly and every two weeks. As a general rule, my lot appear to like the personal stories and are happy with more links to click and a newsletter that arrives less often. Your readers may be different, the only way to find out is trial and error … oh and you can ask them from time to time as well. Google surveys is your friend!
Also, remember that if you want to turn intrigued readers into actual fans you must be patient.
Like any other relationship, an author’s rapport with her readers will take time to develop. This is especially true if lots of folks have downloaded your book. Give them time. If you force it, or expect them to instantly rush out and buy everything you’ve ever written you will be disappointed – and deservedly so.
That said, try not to fret when people unsubscribe. Far from making them ‘freebie hunters’, it’s more likely your book wasn’t their cup of tea. Be thankful for their honesty. There are few things more dispiriting than having a large email list and only a handful of engaged subscribers. It’s much better that folks who aren’t interested unsubscribe than that they sit there, costing you money, and never opening your emails!
But if you keep communicating, give your readers things they like and keep on writing books you will build a reader platform. And when you open your first email from someone thanking you for sending them a free book, or saying how much they loved it, it is a truly wonderful feeling.
If you think you’d like to give either Instafreebie or Mailerlite – or both – a whirl you can sign up using these links. NB, heads up, these are my associate links, so if anyone signs up to a paid account as a result of clicking these links, I get a voucher. If you’re not OK with that just delete everything that comes after the .com bit.
If you want a look at how it all works, you are welcome to view a giveaway I’m running right now, here:
Who is M T McGuire?
M T McGuire enjoys the real world but wouldn’t want to live here full time. That’s why she writes books. She grew up, or at least, got bigger, half way up a windy down in Sussex. Her home was also the first location choice for Hogwarts, in the Harry Potter films, so maybe it’s not so strange that she’s ended up writing spec-fic. Perhaps there’s something in the water up there, apart from chalk. She used to do stand up but sat down and started to write books when she got married. She now lives in Bury St Edmunds, in Suffolk, with a McOther, a McMini, a McCat and a selection of very silly cars. She hasn’t found a way to make any of the cars fly like the ones in her books, and none of them is fitted with ordnance either, but she and her team of evil scientists are working on that.
Despite being nearly fifty now, and supposedly, an adult, M T checks all unfamiliar wardrobes for a gateway to Narnia. She hasn’t found one so far but she lives in hope.