Blogger: Wendy Lawton
Seth Godin got us thinking about our tribes in his book by the same name. Our tribe consists of those we lead or those who gather around us. Authors and authors-to-be are constantly encouraged to begin amassing a tribe. I agree with this wholeheartedly. It’s getting harder and harder to get a publisher to consider an author’s manuscript without having to quantify his tribe or platform.
So. . . you may ask. . .what’s the problem? Before I outline the problem, let me paint a few pictures for you.
Scenario #1: Jake is a chef. He loves nothing more than talking about food, unless it’s talking about the restaurant business. He’s getting ready to launch his own restaurant on November 1st in his medium-sized town. He has gathered quite a tribe both online and locally. He belongs to a number of online executive chef communities where he has spent hours cultivating relationships, sharing recipes and learning from more experienced chefs. He seems to be a rising star in this community of seasoned chefs. He’s also active on the blogs of several experienced restauranteurs. Again, he’s spent time building relationships and can sense he’s made many an influential friend. But he’s not content to only have online relationships. He’s joined a tri-city group of restaurant owners and even joined an organic food buyers’ coop. He feels ready to open his restaurant–he has influencers behind him, both far and wide.
Scenario #2: Janice is a C.P.A. She regularly teaches continuing education classes for other C.P.A.s and sits on a number of professional boards. Her colleagues know that when a difficult audit or a forensic audit is needed, there is no one better. They often come to her to help untangle difficult situations. She is proud to be considered at the top of her field.
Scenario #3: Clarice is an author. Well, almost a published author. Her first novel has been contracted by a major publisher, and she is poised for success. She’s spent hours painstakingly building toward publication. First she participated in agent blog communities, getting to know most of the agents in the industry. When it came time to choose an agent, she was already well-known and could have had her pick. She has long been active in writing circles, becoming recognized for her unique method of building characters in fiction. Her blog, Creating Characters, had been named a Writer’s Digest top 100 blog a number of times. Her metrics are pretty impressive. She has so many offers to teach at writing conferences she can now pick and choose. One of the bigger conferences just asked her to speak about building an online blog following. Her fellow writers have become friends, and she had no trouble getting stellar endorsements. She is looking forward to strong sales on her book right out of the gate.
Pretty impressive scenarios, right? WRONG!
Let’s look at each one:
#1 Jake spends time exactly where his passions are. His tribe consists of chef colleagues, famous restauranteurs and local competitors. Yes, competitors. Even though they are friends, they are still competing for the same dining dollar. When he opens his restaurant, how many of them will fill his seats? Few, if any. Why didn’t he start to build his tribe among foodies? Especially local foodies.
#2 Janice is the person other C.P.A.s go to when they get in over their heads, but why isn’t she getting those complex jobs in the first place rather than having them go to less-qualified accountants? It’s because she is building her tribe among competitors and not business people who could use her stellar services. Why is she not building her platform at the Chamber of Commerce and among NGO associations? She’s spending her time comfortably with her peers instead of with potential clients.
#3 Clarice has become a name in the publishing industry. Good for her if her readers were only publishers and other authors, but she’s not writing books on writing or publishing. She’s writing wonderful historical novels set during the Civil War. Why is she not building her tribe among Civil War enthusiasts? Shouldn’t she be hanging out at battle reenactments, collecting potential reader names?
As I write this, one of my clients, Lauraine Snelling, is just finishing up her week at the Norsk Hostfest in Minot, North Dakota, where she sees tens of thousands of Scandinavians who love her Norwegian-American historicals. For this event her books are delivered to her on pallets by forklift, and she never stops selling and signing the whole time she is there. That’s a tribe.
Another member of our Books & Such family, Sherry Kyle, asked if we knew of young girls who would be influencers for her books. I gave her the name of one of the young uber-readers I know. Sunday, at church, this budding influencer told me she just got a package of books. She’d already read one and is taking the whole package to school to talk about being an “influencer” to her class. This is the same girl who stops at every bookstore with her parents as they travel and asks them why they don’t have her friend, Wendy Lawton’s books on their shelves. She tells them how much she loves the books and probably doesn’t leave until they promise to order them. Too funny. This is the kind of genre-specific person to have in your tribe! Sherry has the right tribe-building idea.
So to answer the question I posed at the top of my blog, I’ll tell you the trouble with tribes: Too many of them are made up of peers instead of potential customers.
So, it’s your turn. Chime in here. Do you see what I’m saying? Yes, it may be helpful to become known among the industry and among your peers when you are trying to get published, but these are not going to be your readers by-and-large. You need to be concurrently building a tribe of potential readers, or you will utterly fail to find your audience.
So what does your tribe look like? Where would you find your potential reader? Do you have some refocusing to do?
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“You need to be concurrently building a tribe of potential readers, or you will utterly fail to find your audience.” We write for a specific audience, so we need to build a tribe from that group. These are challenging, yet affirming, words!
I particularly love your example of the young uber reader/influencer from your church, Wendy. It prompts me to touch base with several young leaders from my church.
And Lauraine’s pallets of books? So inspiring!
And as you begin building, Carol, also begin collecting their names, email addresses and snail mail addresses if possible and get in the habit of putting them into a database immediately.
Why the snail mail? Because some day when you are doing events you’ll want to be able to pull up your readers by zip code so you can send a postcard inviting those in the area to meet you.
It’s probably the most important thing you’ll do in getting ready to market your writing.
Debbie Macomber is also a wonderful example of someone who “connected” very early with her readers. I believe she collected addresses from the get-go, didn’t she, Wendy?
She didn’t just dish writing. She immersed herself in her readers’ interests, too, because of her heart for people. And folks recognized that. It was a quality that endeared her to a loyal legion of fans. 🙂
Great blog post Wendy. This is the idea behind my blog with Jaime. As we hashed out our goals before launching last year, we kept coming back to–a place to connect with readers, not just writers. Although sometimes the tribe seems a bit nebulous in the beginning, we are beginning to get to know our readers–and it’s really fun!
I’d love to hear more here about places to find readers, and skills to attract your tribe online. Sometimes it feels like the writers all chime in on the blog, but the readers lurk quietly. For instance, I have a local friend who often “likes” my Facebook status, but it’s taken her a year or more to comment about how kindred she feels when I post–and she never comments on the blog. How do you reel in lurkers who might be central to your tribe?
I’m not sure I could give you a step-by-step of how to get readers to become an active part of the community. Many readers are introvert by nature but the only actions you really want them to do is (a.) buy your book and (b) talk about it to others.
Writers tend to want to talk about what they are writing. Readers talk about what they are reading. So on your blog be sure to give opportunities for your readers to talk about the books they love.
What an excellent reminder that we have limited time and energy and a good chunk of that time needs to be devoted to readers! I totally agree. I had a friend tell me, “I don’t get all the writing stuff you write on the blog but when you just write, that’s what I like.” It made me laugh but also caused me pause.
I am still looking to find my niche and I gain great encouragement from writer’s and agent’s blogs. Still, learning to connect with the reader is essential. I have tried to get enthusiasts in other mediums (song writers, artists, carpenters) to guest post on my blog to pull in non writer readers:)
And don’t forget that online communities are still very writer, thinker, performer based. It stands to reason that a medium that requires writing to communicate would draw writers.
You need to seek readers in non-online ways as well. Speaking to book clubs. Forming your own book club. Volunteering at the library. Hanging out at the bookstore.
Great ideas! I love them all.
Well, ahem. I would have to say my tribe is already, umm, a tribe. 😉
In many cultures, building friendships MUST precede any other kind of relationship. In order to have an iota of influence or readership within the Native American communities, especially the Navajo Nation, I have to put in the time and earn it.
I can’t just show up with a box of books, I have to earn the right to be heard.
In essence and practicality, I have to make friends. Actual friends, not numbers on Twitter, not Facebook friends I barely know, but real flesh and blood friends.
God has opened a few doors and I can’t imagine what else He has up His sleeve. But I know I have to be ready, in season and out.
And I have to KNOW their story before I can tell it. Otherwise? My *tribe* won’t listen.
Jennifer what your Native American tribe requires– friendship before being “heard”– that is the key to any good relationship building whther in person or online.
You can’t just join a group to come on a few days after you join and say buy my book. You need to invest in any group first. Give more than you take.
Your tribe has it right.
So good. Thanks, Wendy, and Jennifer! I’m still in the early stages of all this…learning and growing, I hope. 🙂
Jennifer, you hit that nail straight on. I live down the road from the Alamo (Navajo) reservation. We only barely have internet here. A lot of folks on the rez don’t even have computers, let alone online service. If we want to connect with our neighbors, we have to do it the old fashioned way, in person. Personally, I kind of like it better that way.
This is a tough one for me, because I (unfortunately) fit into the examples given. As an editor and consultant, I surround myself with clients who are publishing authors and aspiring authors–not readers. However, my clients pay me to do a job for them, which is how I pay my own bills and am able to live. As much as I want to engage in people who would be future readers, my time is spent on paying customers. It’s a tough balance for me right now!
Except you are doing exactly what I recommend– you are building a tribe of your customers.
When the time comes to market a non-writing book, you’ll need to have a different tribe. You will essentially be bi-vocational.
That’s encouraging! Thanks!
Excellent post!
As an unpublished author, I’ve found the whole “find your readers” advice to be extremely difficult to put into practice. I’ve followed advice about social media for years.
Three years ago, I had no problem attracting followers on any site. Then almost every social media site became oversaturated with other authors trying to find their tribe.
Honestly, readers are more attracted to published authors–and why wouldn’t they be? We need to offer them something, and what they want is a good book!
I still put a lot of effort into staying connected online, but I don’t believe I’ll have a true tribe of readers until I actually have a book to share.
Am I wrong? Any advice for someone like me who has been online forever and kind of stuck at the same spot?
You have confirmed what we all suspect, that the online community is largely peopled by those who have something to say themselves– writers, bloggers, thinkers, ponderers, etc.
It may change in the future but we need to spend time online finding the places where our particular reader is but also still capture those quiet, introspective readers who hang around the church library, the Barnes & Noble, etc.
If we write on a specific topic, say, we write about grief, then we need to become part of the online grief help community– both because they may well be our influencers and also because we have something to offer them.
If you are a novelist and your books are set in New England, you could join online chamber of commerce groups, fraternal organizations, historical groups, library groups, even genealogy groups. Again these people will be happy to help for nothing more than an acknowledgement in your book and they could become your best word of mouth marketing mavens,
I love these ideas, Wendy. They are not things I would have first thought of.
Thanks, Wendy. I’ve been thinking about this all morning and realized I am seeing results but they’re subtle. Some of the different things I’ve tried over the years, my YouTube videos in particular, actually reach readers rather than my peers. You’ve given me hope to keep trying new things!
Jill, we haven’t mentioned You Tube but if anything has a chance of going viral and catapulting someone into the limelight– it’s video. If you have the talent for on camera connecting– go for it!
I’m SO glad you wrote this! It’s incredibly easy to feel like the “most important” people are the ones you’re surrounded by at any given moment. In my work as a fundraiser it can be super tempting to feel like the segment of donors who are most visible are the most important. E.g. when I’m at a church meeting, I can get bogged down in thinking those are the people I HAVE to reach. Even if their giving is only a small percentage of what we need to raise. It’s so important to know who you need to reach and then pursue and woo them relentlessly. Whether readers or donors!
When I first started blogging I thought I was “supposed” to write about writing. But my weekly posts about Appalachia and faith are typically the ones that get the most views. I suspect those a viewers are my readers.
And don’t forget, your blog is not your most important tool to reach out. Your blog is communicating with those already in your tribe. It requires them to actively and repeatedly seek you out. It’s like expecting your friends to always come to your house without a specific invitation. To drop by every day or so. People have busy lives and we need to go where they are.
So much of what you’ve shared above relates to showing up or arriving in the right places. This also challenges us to better define who our readers are. Yesterday I read a great suggestion from a multi published author. She suggested writing a definition of your intended reader. Their age, interests, quirks, marital status, dreams, faith walk, etc.
Great suggestion, Jenni. Especially for nonfiction authors, it helps to post a photo of your target reader on your computer. Too often I’ll see a manuscript that starts out trying to impress a writing teacher, then switching over to impressing a seminary prof or pastor, then changing to something the author’s mother would like, etc.
Very important to keep the reader in mind at all times.
I so appreciate your post, Wendy. And all your examples. I know I don’t have a large tribe, or even a medium sized one at this point. When I began my blog I opted for focusing on finding fellow readers rather than focusing on writers. For one thing, I’m not sure how much I have to offer fellow writers in writing expertise.
I hope to meet readers by blogging on life topics. I’m still figuring out how to do this on social media. I have a number of non-writing “friends” on Facebook, as well as a number of writing friends. I figure some of my writing friends can be influencers if/when I have a book published. But, I know I need to “grow my tribe.” I’m still figuring out how to do this. I look forward to hearing what other people have done.
Again, don’t rely on your blog alone. The blog universe is massive and the competition for blog readers is fierce. Your blog only reaches out to your already loyal people.
Commenting on other blogs and becoming part of the appropriate online communities is the active outreach sending people back to your website and blog.
But think offline as well.
Thanks for this, Wendy. I know my blog doesn’t have a wide reach, and I wasn’t quite sure how else to reach out. You answered that. A couple things I’m doing—commenting on others’ blogs and becoming part of online communities. But I need to figure out how to work off line, as you mentioned.
Today’s post and comments are invaluable. 🙂
That was exactly my thinking when I started blogging, Jeanne. There were/are so many blogs about writing already that I didn’t think I had much to offer. My blog has morphed into a SAHM/homeschooling theme which, so far as I can tell, doesn’t attract ANY writers. But I seem to be a part of the mommy-blogger community. (I almost typed “booger” there. See? Mommy-blogger. 🙂 ) We’ve also connected on Facebook and Pinterest. I know a lot of them read a lot, but I don’t know how interested they would be in my particular genre. For the moment, they seem to enjoy my writing, so I’ll keep going.
And as I said, homeschoolers are voracious readers so there is nothing wrong with your target, Meghan.
Love this, Meghan, and hearing how your blog has morphed. It sounds like it comes out of your heart. It’s reassuring when others enjoy our writing, isn’t it? 🙂
Jeanne, I’m in the same boat. It’s challenging enough to grow a tribe as an unpublished novelist. But then, when you’re writing about life topics/words of encouragement rather than specific how-to topics or niche-specific topics, you can really feel like you’re in the middle of a “where in the world is waldo” picture. I love the ideas being shared here. But I’m also learning the importance of investing in the small audience I have right now rather than being too numbers-focused.
Great reminder, Crystal– quality, not quantity.
So glad I’m not alone, Cheryl! 🙂
Wow, Wendy, what an eye-opening post! You cut through to the core of this topic in a way that makes it much easier to digest. Doesn’t mean there isn’t a lot of work to do, but your insight is helpful for clarity in bringing balance to building relationship with peers, and particularly so, with potential readers. Thank you! 🙂
Once you can clearly recognize which tribe is which, you’re halfway there.
I’m packed and ready, so here’s a quick response that mirrors one I posted this past summer.
Everyone has been given the exact same advice: build a platform. Just this week, Twitter, as part of its IPO, announced they have 215 million ACTIVE followers every day. More than a few of those as aspiring writers.
Competitive point of difference is key in marketing, which is essentially all platform-building is. It’s hard to differentiate oneself if you’re doing what everyone else is doing.
In my opinion (and this is what has worked for me), THINKING OUTSIDE THE BOX, being consistent, and being “true” in the Hemingway sense has built a pwerful and influential 50,000-follower platform in eight months. So it can be done, but it can’t be done if you’re only doing what you’re told to do, and ignoring your quirkiness in the process.
Now, off to fish and hunt…
NLBH
Here’s hoping you catch and/or bag something on your trip. (Or just enjoy the beauty around you.) Thanks for leaving us with this great insight.
This is one of the wisest articles I’ve read in a long time. Thanks for sharing your insightful perspective! I’m very selective about what I contribute to Twitter, but this article just scored a tweet.
*blush* Thanks, Debbie.
What great pictures you paint! Building a tribe of readers as an unpublished author sometimes feels a bit like the “which came first, the chicken or the egg?” paradox. How can we build a readership, with nothing yet to offer readers? And yet how can we obtain a contract,without building that platform? I’m still learning, and I know my platform isn’t huge, but I’ve found a few things to be true so far:
(a) I can’t offer readers a book yet, but I CAN look at the books I hope will someday be published, ask myself what I’m hoping those books will give readers, and find other ways to give them those things in the meantime (refuge, truth, sincerity, a return to simple things, etc.). This can come in the form of shareable images, Facebook interactions, blog posts, or other things.
(b) There was a time about a year ago when I ended up with more newsletter subscribers than I ever thought I’d have pre-publication. I had started a subscription list in anticipation of someday-publication, but I didn’t want the readers to forget who I was in the meantime, and then suddenly be slammed out of the blue when I did contact them. However, I was worried starting my newsletter would be presumptuous (just as I worried starting an author FB page would feel/seem presumptuous, pre-contract). Both of those things have ended up being such great ways to connect with readers because- as my friend suggested- it was a way to include them in the journey. What a blessing, to have readers who pray for me as I write, who rally around on this journey, and who – God willing- when the good news comes someday, I’ll be able to share in the rejoicing with. I love them!
Thanks for sharing this, Amanda. I had some of the same concerns. It’s good to hear you’ve been able to connect with your subscribers, even without a contract.
Plus, Amanda, you are brilliant at helping other writers market their books. I know you work in the way you are gifted– with words, photography, graphic design, event-like promotions– but if other writers wanted to see what could be done pre-pub, there is no one I’d recommend better than you. http://www.AmandaDykes.com
Smart writers should follow you and rather than do likewise, they should discover their own way of working within their strengths. You, along with a handful of others, could be the poster children for savvy tribe building.
*sniff*… well, consider my heart touched and my day made! Thank you, Wendy. Coming from you, that means the world. 🙂
Amanda, your focus on giving to future readers is wonderful. And your humility is refreshing.
Ditto what Wendy said! I’ve been blessed to be included in Amanda’s unique events. Most author events/blog hops are author/book focused – but Amanda’s events truly focus on the reader. She has such a tender heart and wants to offer them hope, trust, etc.
Loved this, Amanda. Thanks for sharing it!
Whew, well you ladies are such encouragers. I sure have had some great examples. (I’m looking at you, Sarah Sundin!)
Now I am somewhat confused. I want to publish someday a suspense novel that takes place on Earth and in Space but mostly Earth.
However, I am a technical writer/editor for a NASA contractor. I believe I am respected by the engineers I write/edit for and for the documentation that has been delivered to NASA and has been reviewed by them. You have said on this blog and when I met you in person that I should present a presentation at a conference on technical writing since that appears to be an area that is lacking at these conferences. (You also said it a good way to meet agents/publishers too!) So should I now change my focus and write a book on technical writing instead?
I think I identify somewhat with Janice and somewhat with Clarice.
As for Lauraine Snelling, you still owe me a picture of the two of us at her book signing in Uniontown Ohio August 21, 2013.
Thanks for the reminder about the picture, Lori. I’m woefully behind.
Pre-published writers need to keep their feet in both worlds– making a place among other writers and publishers so that they can get to the place of published author with friends who can endorse and co-market, but also finding their reading tribe. For you, it might be in sci-fi groups or space techno communities– you’d know better than me.
Again, you need to be bi-focused so to speak.
And, about the tech writing– that would be a side door into the publishing community. You have expertise that could allow writers to use their writing abilities to find a lucrative day job.
Those are several different possible tribes– several ways into readership and into the publishing community. Your job would be to not get scattered.
Wendy, your reply to Jeanne’s comment has me thinking about how to reach people in real life. I frequent my local library and I’m active in my church which is involved with several like-minded churches in my area. My non-writing life right now is homeschool SAHM. What about local mom’s groups or homeschooling groups? What are your thoughts on blogging conferences? Perhaps they could be a good opportunity to make face-to-face connections with other bloggers. Thanks for making me think more about outreach, Wendy.
Those are all great venues for connecting with potential readers.
Blog conferences, however, are more colleague-to-colleague events– more like in-service training than outreach, right? It’s where you go to learn more about how to build your online community than to actually reach readers. It’s valuable how-to stuff but not the tribe you need to build.
And think outside the people you reach on your computer screen. Do you ever speak at homeschool events? Homeschool families are voracious readers! You could do a door prize of a huge basket of books (which your writer friends will give you free in exchange for the exposure). All the names in the door prize box are potential readers for you. You can send them your first newsletter as long as there is the opt-in, opt-out opportunity.
Great idea, Wendy! Thanks for all your time spent here.
If we want to attract readers before a contract–which I would love!–it seems that we have to offer them something to read. What’s the thought on posting the first chapter or two or three on our website or on our FB page or…you get the idea. 🙂
I’ve heard that publishers and agents and editors don’t like this, that technically it means it’s now published. But to me this seems silly. I feel that it’s giving them a taste of what might be coming. And if they like it, then they know what they’re subscribing to or liking. And that may mean more true followers.
What do you think?
I don’t think you need to offer them something to read– especially if you don’t have an action (buy the rest of the book) to suggest. There is already too much to read out there. What you have to offer them is beguiling information that they need. They need to see you as someone they’d love to follow. They may wish you were available to be their mentor. think of Pioneer Woman– she is a mentor to millions and when her books came out they debuted on the NYT list because her followers wanted more of her.
Your job is to figure out who you are and what you have that your potential readers, or your present readers if you are published, need. What kind of value can you offer them?
A mentor that extends needed beguiling information. Love this Wendy.
Thank you for this informative post, Wendy.
I have a question…lately, I’m getting more “So-and-So is now following you on Twitter.”
Great.
BUT…when I look at the sheer volume of followers, I start to feel all “getting picked for teams in high school gym class” again.
If a person has 1.1 MILLION followers, when does that cease being about platform and start to become an obsessive numbers game?
I can see why people like Beth Moore and Chuck Swindoll have that kind of following, but how does my voice count in a hoard of followers of a song writer I have never heard of?
DO I build my tribe that way? Or learn to discern, in light of future followers for whom I’ll be more of a leader?
Twitter, like Facebook and blogging and Goodreads and, and, and, are all part of the equation, but only part. We are hearing from publishers that the raw numbers do not mean as much as the number of people who interact with you– the people who listen to you. It is hard to know just from the numbers who these people are and why they follow. If they love the things you say, they may very well become your readers. Online stats are easy to quantify but it’s quality, not quantity. Much harder to discern.
Great post, Wendy. I fear my tribe is made up of many of my peers, though I am slowly working on attracting homeschooling moms and others to my work. I’ve said this before, but part of my problem is that I manage multiple blogs and all except one (the one I don’t always populate) are about other peoples’ worke. In 2014 I am looking to create a better balance.
I think that’s a good goal. Become strategic as you redefine your target and how to reach it.
This thought of finding your readers instead of just connecting with people who share this dream of writing prompted, in part, the changes I made to my blog this year. I write YA, but I hadn’t been sure how to draw YA readers. I’m not comfortable giving advice so publically on issues teens face. Others, like Nicole O’Dell, already do it so well. I prefer to share advice from a fiction point-of-view, showing my characters dealing with and overcoming issues.
Since I want to draw readers of YA fiction to my blog, I decided that was the best way to bring them–by giving them fiction. I know there are plenty of reasons NOT to give away fiction on a blog, but I weighed my reasons for doing so with this particular story and decided the positives outweighed the risks.
From a marketing angle, right now the series is aimed at MG readers. Since I’m not yet contracted, I’m hoping that building a younger reader-base now that will age with the series will prepare for the future release of my YA books. It also gives me a chance to draw in readers based on my writing. In addition, I’m trying to include book reviews done with my middle-grade daughters. As they and the blog series age, I’ll shift into more YA reviews.
Four or five months in, I can’t say yet how well my plan is going 🙂 But I’m loving it, so that has to count for something! At least I won’t get burned out and disappear off my own blog 😉
Interesting, Sarah. And brilliant to focus on the age group who will buy your YA when the time comes.
One other thing you can do online is to become part of the community of other well-known YA bloggers. If you regularly comment and engage in the discussion, you become known in that way as well. When your book releases, you can offer to do guest blogs for all those blog communities where you are already known. It’s like investing now for later.
Ohhh, I’m clapping my hands at this energizing post!
From the very beginning, I’ve blogged about topics other than writing. Sometimes, I’ll tie my posts to the writing life (like the one tomorrow), but generally, the posts that get the most hits are the ones I post about the Ozarks (where my stories are set), and my “encouragement” posts. We have a lot of hurting folks who just need to have a glimmer of positivity in their lives. I always try to be “real” in a down-to-earth kinda way–just like me. I think that must be what resonates.
A question… I’m not using Pinterest yet, but I am collecting lots of useful ideas. I know we’ve addressed the advantages/disadvantages before, but I just thought of a whole new way I could use it during the discussion here. Since “writing” is first on my plate that must come before yet another social media outlet. Do you see Pinterest as a viable way to build our “tribe” of readers at the pre-published stage? Maybe I’m overthinking my strategy…
Thanks, Wendy!!
Cynthia, I appreciate your question about Pinterest. Although I have many followers on Pinterest, it’s a bit more complicated to connect with them on a personal level. I’ve become friends with a few on Facebook though, and appreciate the extended interaction.
My novel boards help define what I write. As I edit, I look at them and feel more inspired by the visual connections.
http://www.pinterest.com/jabrummett/novel-soul-salvage/
http://www.pinterest.com/jabrummett/novel-ribbon-of-fog/
Thanks for this, Wendy! I’m not published yet, but to attract potential readers interested in my time period (early 20th century), I blog about all things vintage–clothing, food, books, trends, music, movies, etc., in hopes that at least some vintage-lovers will snap up my 1920s-era novel when the time comes.
Interestingly, the most active post so far was about how people used to dress for church, which blossomed into a lively debate about appropriate church attire, ranging from “p.j.s are fine” to “polish and shine.” A few feathers got ruffled, but sometimes a little feather-ruffling can be good blogging, lol.
Jenny, this is exactly how we attract potential readers online. You might even begin to collect clothing from that era. Wouldn’t it make a great women’s event to talk about how women have dressed through the ages and what that says about their desires and goals. As a speaker, you’d always be booked for women’s luncheons and events with a show and tell like that.
That’s just an example about how you can become an expert in some fascinating aspect of the era in which you write and share that. I know that Julie Klassen and her husband have learned the intricate dances of Jane Austen’s era. when she traveled to England, they were able to participate in regency dances– right where she would find her perfect reader.
I’ve noticed on my Facebook friends’ list, I have over 2,000 friends – most of those people are acquaintances from ACFW, RWA, or other writing organizations. I need to figure out how to reach more READERS instead of other writers or authors.
Isn’t that the truth about us? We tend to hang out in our comfort zone. Me, too.
Great article Wendy! I keep telling my husband I need to go to Christian rock concerts to meet with my “tribe” since my book is about a rock musician. Sigh! The hard work one must do to build a platform. I plan to go Christian music festival hopping when the book releases–No rest for the weary.
I wonder if it would be possible for a writer to book a table at a large music festival. I know my client, ann Gabhart’s husband is a founding member of a famous southern gospel group. ann mans their CD table at the back of the venue and sells her books there as well. I think she often outsells the guys. 😉
Some of our local authors tried to do this at DC Fest this year and hit a wall with a liability issue. Not sure why, but I will definitely be pursuing these venues. I work merchandise as a volunteer now. It’s great! I meet lots of fans who tell me great stories about how the Christian music has touched their lives. I even swap emails and give out my card. So glad God put this on my heart because it’s been more than about platform. Music fans are passionate people. Just love to meet them.
You wrote: “So glad God put this on my heart because it’s been more than about platform. Music fans are passionate people. Just love to meet them.”
This is what it is really about, Connie. If we take care of the flock God has entrusted with, we’ll find out tribe.
Thank you for posting this, Wendy. What’s important to identify is your brand. If you don’t know what your brand is, then you won’t know how to find your readers. Readers are searching for an answer to a problem, even in fiction, or a solution to a felt need. You need to identify how you meet this need with your books, social media presence, and blogs. If you do this, then you’ll find your customers/readers. Here’s a free author branding workbook if you’re struggling or would like to refine this for yourself. http://trilink-social-media.com/branding/
Branding is important and I used to teach branding workshops but I’ve come to realize it’s difficult to brand ourselves until we’ve been out there some. Our “customers” tend to inform the process and we find out that a brand develops organically sometimes– apart from what we tried to impose on ourselves.
I do recommend exploring self-branding but like many things, we brand and God winks and say not exactly, dear child. Here’s where I want you.
And those wink moments are priceless when we recognize them. 🙂
Currently, I’m reading A Lasting Impression by Tamera Alexander. She does a great job of merging her fictional world with the history of the area she lives in, and a structure that still stands. This combination is a brilliant one because it lends itself to connecting with local readers at the very plantation that provides the setting for her story. She’s also garnering public interest in historical institutions that need to remain relevant and thriving to stay open.
I’m watching the way she works because I know it can inform my own writing as I seek to share my love of CA history with future readers. My research folder is bulging with story ideas.
I’m lurking around house museums with a warm smile and a plethora of questions for the docents. I’ve also been asked to speak at a reading group locally. Now to muster up confidence and push aside the introverted curtain that I too often hide behind. 🙂
The ultimate in that is Debbie Macomber and her Cedar Cove (based on her hometown of Port Orchard, Wa). If you go to the Port Orchard Chamber of Commerce, you can pick up a map of the fictional Cedar Cove.
Lauraine Snelling has her own town of Blessing –adopted by the people of Drayton, ND when they figured out their town was closest to Lauraine’s fictional town of Blessing.
Setting offers a wonderful opportunity for novelists to find readers.
Love this comment, Wendy. You know why. Winking at you. 🙂
Great post. I’ve been thinking about ways to reach potential readers of my novel. I felt I did this well with my nonfiction book, but fiction is different. You’ve given me much to think about.
I would love to come listen to you speak, Jenni! And I would bring fellow Amadorian writers with me to support you.
I think your gift of humility is part of what draws me to you. That and the anticipation to hold your debut novel in my own hands!
Will be praying for your speaking engagement.
My book that I just self-published is on surviving hardships. I never really thought about a “tribe.” Most people have endured hardships. But you really got me thinking … our daughter had cancer as a baby (fine now) … but I need to reach out more to that group and start working on that.
Trying to sell the book now …
Just asking God to open right doors.
Thanks so much.
And I just started a Facebook page for my book … to help those people who need encouragement through hardships. Makes me nervous. Wish I had started it before the book came out; but I can’t change the past … just have to do the best I can.
Exactly, Shelli. As a nonfiction author you need to ask yourself, who needs my book and how can I help them? Then go where they are and help them, building a relationship first and foremost– long before you ever mention a book.
Even online, we hate it when someone enters the conversation with the equivalent of, “Hi, I’m John Doe and I have a book to sell.”
I love the examples in this post. They perfectly illustrate that it’s important for writers to connect with readers.
But, I do want to say, I am a writer AND a reader. When I connect with fellow writers, I buy their books just like anyone else. Surely, other writers are the same. We all read, right? I personally don’t see anything wrong with followers who are also peers, though of course one still has to connect with non-writers as well.
You are right, Elissa. I’m an agent and an avid reader. But we are not the target. We are collateral damage so to speak. And when you’ve been in the industry for a while you’ll find you get far more free copies of books than you have to buy books.
Wonderful, thoughtful analysis.
When I think of tribes, I’m always drawn back to Nicholas Monserrat’s book, “The Tribe That Lost its Head.”
The danger of tribalism lies in its becoming something of a feedback loop, trapping an author within a coil of expectation. The more limited in scope the tribe – the tighter the coil.
I’m working on creating a following that’s fairly broad, among people who would be drawn to the overall philosophical underpinnings of my novels. They are definitely Christian, but I want to extend a hand to people who may not necessarily ‘on board’ with our faith, but who are open to learning more. It’s a slow process, but is slowly gaining momentum.
Excellent points, Andrew. I know I spent a number of years on a theological listserv connected with my denomination. some of my dearest friends and best influencers came from that community. (Some of my clients as well.)
Writing WWII fiction I had a hard time connecting with the WWII community before I was published. I’m sure they were thinking, “Oh, isn’t that cute. A mom writing about something she knows NOTHING about.” It wasn’t until after my first books came out and I got high marks for historical accuracy, that I started to make connections in that community. It’s been a slow, ongoing process, but I’m enjoying it. And the tribe runs both ways – some of these people have helped me with research too.
As one of the last writers on the planet to join Pinterest, I’m kicking myself for not joining earlier. I found out by accident that a core group of potential readers (lovers of all things vintage) hang out on Pinterest. My boards on 1940s fashions and WWII women in the military and nursing in WWII are my most popular – because they connect with those vintage-lovers. I’m already receiving emails from readers who discovered my books because I posted a picture of a cute dress! Whoa.
Still learning as I go…
Funny, Sarah, I was just talking to Jill Eileen Smith yesterday and she said her 90-year-old mother is your biggest fan because you are writing about the era in which she lived. She loves that you get it so right. (And Jill says her mother reads faster than anyone she know and consumes books far faster than Jill can even get them to her– the perfect CBA reader!)
You are doing a great job of writing to your reader, whether she’s a 20-something or a 90-something.
Thanks, Wendy – and Jill – and Jill’s mom 🙂
I’ve written one WW2 novel (that I haven’t shopped yet), but there is a huge amount of interest there.
It was the last ‘good war’, and many see that period as the last time America was unified, and able to pull together. I suspect that will only increase as the personal connections with the war are lost.
Also, it was the end of a world that was largely comprehensible. The technology was familiar, and broadly understandable to the layman. One might infer – correctly, I think – that the decline in moral standards since the war was caused by nascent fear that technology overpowered the human, and engendered a feeling of “what’s the use” helplessness. This came from the nuclear threat, but I suspect the roots are deeper.
I’ve heard good things about your books – and look forward to reading them.
Great insights, Andrew – especially about the tech. We went from rather low-tech 1939 to atomic age 1945 in 6 short but dramatic years. I’m certain this contributed to the moral decline – in combination with the horrors of the war itself.
There are endless WWII stories – and I’m always glad to meet others who share my madness 🙂
Let’s see. I write MG books about pirates. Pirates 9 to 13 like to read my books about pirates. So I guess . . . I need to meet more MG pirates.
Arrrrghhh. Thanks matey.
At least you have one day a year set aside to specifically market your books- Talk Like A Pirate Day.
This is great info. I used to teach middle school, so I’m very comfortable around my intended audience (YA). However, I now work at an elementary school and feel a little isolated from the kids I am writing for.
I’m making homeschool connections, and as a librarian, I have connections with schools.
But, I’m working on building those bridges with teens themselves.
Thanks for the reminder that it’s worth the effort!
It IS worth the effort. Any bestselling author will tell you, we put this tribe together one reader at a time.
Yes…it’s so easy to connect with other writers; I’ve been making a conscious effort to connect more with readers.
That’s the truth, Laurie. Hanging with our friends– other writers– is the comfort zone. The reason I wrote this blog was to encourage some of my beloved clients to get out of the comfort zone and begin building their book-buying tribe. 🙂 It’s hard!
Wendy, thank you for the mention . . . and the connection. I learn so much every time I read this blog.
Sherry, you are my example of someone who’s doing the hard work of connecting with her audience. Bravo!
Lots of great ideas on here . . . thanks for your blog post! My blog is certainly more of a community of writers, but I usually get the most hits when I talk about faith and encouragement. I’m a middle school teacher and do author visits at other schools, but I never even thought about the homeschooling groups!
If you can connect with homeschool families you will find some of the most avid readers on the planet. My own books have been perennial sellers because of the homeschool community.
Ah, finally something I’m doing right! No matter it was completely unintentional on my part 🙂
I’ve been blogging for a couple years, nothing about writing, and have a small (couple thousand) but involved community of moms. The novel I’m writing should appeal to them exactly! I’m also a homeschooler and can testify that we love our books!
My question is, if I have a non-fiction platform, say speaking at a homeschool conference, can I use that to share my fiction books as well? Can one use a personal platform (like my blog) to reach fiction readers?
A couple thousand followers is not a small following if they keep coming back.
As to your question– absolutely. I was just talking to one of my clients today, Tessa Afshar. She’s a much-in-demand women’s speaker. she’ll be speaking at the historic Moody Church for their women’s Christmas luncheon. All her speaking and her full time ministry at one of the oldest churches in America is nonfiction. But when she speaks, she finds that half her audience buys her books– all fiction: Pearl in the Sand, Harvest of Rubies, Harvest of Gold. The thing is, her biblical fiction is so connected to who she is (she grew up in Iran and knows the Bible setting intimately) it is just an extension of her ministry.
I’m guessing you will find a similar reaction.
Awesome, Thank you!
Wendy, thank you. I’m picking up many valuable tips from both you and commenters. But now, I am at a loss.
In my next book proposal—target reader section—I’m “proposing” this: “(Novel title) is an intelligent love story aimed at women who might also like to read Nicholas Sparks, Deborah Raney, Susan Meissner, Jenny B. Jones, Denise Hunter, Karen Kingsbury, Gina Holmes, Rachel Hauck, Robin Lee Hatcher, Lori Wick, or Robin Jones Gunn’s Glenbrook series… (my reader) is intelligent and a bit of a romantic. She enjoys a good love story woven into life situations she can believe. She reads to escape, to travel, to feel the rush of falling in love, to be reminded that there is hope. She enjoys Hallmark and Lifetime channel movies, and films like A Walk To Remember, Australia, The Notebook, Pride and Prejudice and other adaptations of Jane Austen novels. She appreciates sprinkles of irony, creative wit and subtle humor…” (& there’s more.)
Any thoughts on how I would go about finding such readers? Do they gather in bunches somewhere? Do I hang around the romance section in the library and strike up conversations with potential readers one by one? I don’t mean to sound facetious, I’m really looking for some tangible outside-the-box ideas. Thanks so much!
You certainly know your reader! You’ll have to poke around online and off. I’m guessing some of your readers would be in tea interest groups (Ronin Gunn). They might be readers of Victoria magazine (romantics), they may be gardening enthusiasts (beautiful things). I just shared a Facebook link from Julie Klassen who just got back from the international gathering of the Jane Austen society. I’m guessing she met many a new reader there.
You may have to join some groups and get a feel for them. You may end up leaving some.
Offline, you might join a chick flick club– watch old movies together and connect with their friends. Check with your library. See if they have genre discussion groups you can join.
The nice thing is, the reader you described is the core CBA reader. You’ll find this reader in the pew with you on Sunday morning.
This is so interesting, Wendy. As a pre-published writer, I put off starting a blog for years because I didn’t know what to blog about in order to reach readers rather than writers. I think it’s harder for writers of fiction, especially those of us writing non-genre fiction, to find the “hook” on which to hang our promotional hat.
I write contemporary women’s fiction, so my potential readership is Christian women… preferably those who read. 😉 I’ve recently decided to try an experiment by starting a mummy/ home-maker’s blog with a Christian flavour. It’s something I have a passion for because I’m also an interior decorator and was a Creative Arts teacher before I had kids. So I know I’ll enjoy it, which makes it easier to sustain motivation. I think we are at our best when we have a genuine passion for the topic we’re blogging about. I’m also trying to engage readers by having a monthly “time out for mums” Bookclub on the blog. I’m hoping to build a readership (haven’t launched yet) but will that translate into people who want to one day read my books?? I don’t know. It’s definitely an experiment! Would welcome any thoughts/ suggestions you have. 🙂 Thanks for a thought-provoking post!
Karen, I think these are wonderful ways to connect– especially an online book club.
But you are hitting all the key connecting areas. When your book comes out you’ll be able to feature your imaginary settings– I’m sure you’ve designed the rooms in your mind.
And your talents are perfect for Pinterest.
And as an interior designer, you should be able to get many women’s group speaking engagements. Everyone wants to know how better to make our homes lovely– this is a great in. When you speak, your create readers, even if you speak on a connected topic and sell fiction on your back table.
Wendy, thanks for your post. Great insight on the flip side of tribes. We writers do a lot of ‘preaching to the choir’ … so true. I’ve gone through so many years of blogging about what other writers blogged about with little to no results. ‘Monkey see monkey do’ does not work either.
My tribe is not SAHM even though I was one for many years. My tribe is not homeschoolers even though I’ve spoken at their conferences. My brand of contemporary fiction has themes that make most church folks uncomfortable (racial reconciliation, for instance) so my tribe is a reluctant one.
I now know (after years of trying to promote online like every other writer did) that I was wrong. But lately I’m wondering if I should stop pursuing this reluctant tribe and just write what most everyone else who looks like me is writing so that I can have a bigger tribe.
It’s a tricky spot I’m in: write what the biggest tribe wants from a black (there, I said it) author or write what I feel the tribe needs, as the ENTIRE Body of Christ.
Oh, Linda, I know what you are saying. I represented one of the finest writers of racially diverse fiction and though she wrote many award-winning books, we had a terrible time finding the audience among core CBA.
I wonder if you need to start building your tribe among avid readers of AA fiction, especially the African American church. (Avid consumers of books!) I know Moody and Judson, for two publishers, have been able to find that diverse mix. Success in that market could then spill over to core CBA and ABA.
Neta Jackson has had success finding that market of all colors who care about reconciliation so it can be done, but each author has his/her work cut out for them– whoever they are trying to reach.
Think: speaking, online tribe building and all the things we’ve talked about. Oh yeah, if you can do some youtube thing that goes viral– that would help tremendously. 🙂
Late to chime in, and probably most folks will have quit reading by the time they get to the bottom of this list, but this thought just occurred to me. When I was practicing medicine, I was fortunate enough to gain an international reputation. I wrote, lectured, and was considered the “go to” doctor for certain types of cases. As a result, doctors knew my name and referred those tough cases to me. My “bread and butter” practice came from patients who heard about me from friends, family, and other patients. Not an exact parallel, but similar enough.
I’ve said for years that marketing ourselves to other authors was the wrong approach. You’ve put it more elegantly, but your argument is quite valid. Thanks for sharing.
Yep. You’ve hit the nail on the head, Dr. Mabry. The very best marketing for books is word-of-mouth, just like with your practice. Our readers need to talk about our books.
“What have you read lately?” needs to be asked of everyone we visit with. For one thing we learn so much about people from hearing what they read, plus it’s the best conversation starter ever.
So much excellent advice and inspiration here. I’m pre-published and trying my best to embrace social media, looking for ways to connect with future readers. This has given me some new ideas for what else I can do, online and off. My novel is based on a real survivor from the Titanic, so I’m seeking connections with other Titanic buffs and those who read historicals. Thanks!!
And, Peggy, don’t forget all the research librarians and experts you use. Keep in touch with them, acknowledge them in your book and send them a copy when it’s published. People who help feel a real ownership and can become your best word-of-mouth marketers.
Thanks, Wendy. You are right on. I expanded my tribe during my recent trip to England with a group of ‘seniors’–many of which asked for my website, if I speak to groups, and how they can order my titles. Yeah–a whole new group of people I did not know till then.
Karen, You’re so smart to always be out and about. One of the reasons you have such a huge following is you know who your reader is, you write right to them and you are not afraid to hand out with them. People love you because you pour into them– they can sense that.
Wow, very insightful post. For novelists, do you recommend targeting readers in the town where the novel is set? (one example) Or around certain themes in the story? Like a bridal theme or a military theme?
Both, Preslaysa. By targeting the town you can get local media interest (if it’s not New York City or New Orleans or San Francisco). those articles about your book and their town are golden. Pre-release, you can go on the local chamber websites and ask questions, etc. getting to know people early.
And about the themes or issue– great possibilities. One of my authors (Hi, Sarah Thomas) has a fabulous book coming out that focuses around a food miracle in a dry spell. For her launch, she’s thinking of tying it to charities that feed the hungry. Great way to get media and make an event count. Plus connect people to her book.
It’s a good exercise to list all the organizations or individuals who could connect with the issues or themes in your book.
I like the way you are thinking.
Amazing insights, Wendy and blog responders. Thank you! Every bit of information helps me to learn and grow.
My novel trilogy takes place at an international resort ~ Lake Tahoe which is shared by the states of California and Nevada.
I’ve spent decades making personal contact with lake lovers, cabin dwellers, ocean surfers, river rafters, and all body of water enthusiasts that have a shared passion for living family life and vacationing in special and very personal places. Whenever I go, I listen to their stories first before sharing mine.
I meet readers on the beach, at swimming pools, in long waiting lines in restaurants, walking their dogs at the water’s edge, buying groceries for a week or two or longer at the old family cabin, and sometimes at the doctors office.
I always have a business card if they ask or show an interest. And I stay in touch after our initial contact, faithfully. Baby boomers are my target audience but that extends beyond to children and grandchildren of boomers.
Though I return home to Tahoe like a little homing pigeon all four seasons of the year, I spread my vacations and research trips to other beloved bodies of water and mingle with the natives and visitors. As a native Californian, I have endless opportunities at Monterey, Carmel, Mendocino, Fort Bragg, Truckee, all of which I have recently traveled to and met new supporters for that debut novel that hopefully is just around the bend for me, and them. They are waiting with as much hopeful anticipation or more as I am.
I have pre-offers from book clubs, for book signings, to speak at high schools, assisted living homes, retirements villas, libraries, for meet-up online groups functions, churches, and a variety of other assorted and quite interesting venues to share with readers.
I’ve made some personal friends along this continuing journey and look forward to meeting more.
This is about them, not me. The key is being a listener first, a fellow reader, and passionate about who I am writing for.
Or in Hannah Mae’s own words as she pat-pats the empty space beside her, “Sit here a spell and let’s talk.”
You are the queen of connecting with your setting, Kathy!
Everyone needs to listen to you.
Thank you, Wendy!
God opens and closes doors. My hope is for the open doors to open eyes to Him.
Hi, Wendy – great post. I have two books out in my religious mystery series and my third will be released very shortly. I do have some online presence. However, I have found most readers by connecting in person through library programs, community fairs, garden clubs, etc.
Some examples of recent connections – a church from a neighboring community called and asked me to donate one of my books for their tricky tray. It seems they had already purchased one. I eagerly donated the other and they made a basket of my bookmarks, books and other items to be part of their tricky tray. I was very touched. My new book trailer will be out shortly and I was also honored that the Deacon who was contacted for the voice over was eager to work with the production company and did a great job. (We needed a great brogue!)
I also went to a community festival for my daughter’s college. The local librarian and Friends of the Library had a table and were very eager to meet and set up programs. Examples of meetings that are very touching and go so much further than social media.
I will say, I have always found that I do enjoy touching base with other authors and industry professionals through social media.
Excellent examples, Linda!
And you brought up something no one has mentioned yet– donating books for potentially big returns. In your contract your publisher will specify a certain number of books to be sent free of charge to you. As I tell my authors, those books are not to be given to Aunt Mary– they are to salt the market, to prime the pump. You need to hold each one of those books in your hand and decide where you can send it for the biggest possible return.
I love what you are doing!
Thank you, Wendy. Profound wisdom.
Hi wendy, I came across this post when I was trying to figure out what I should blog about. I am a filmmaker myself – not a writer – I have had a blog online for the past year which focuses on filmmaking – of course my problem is I am only attracting filmmakers to my blog not people who might actually want to watch my films. This advice has been exactly what I am looking for. I make surrealist, fantasy films – so I should be finding fans of this genre – am I right to believe that’s the key?