WordServe News: January 2014

Exciting things have been happening at WordServe Literary!

On the final post of each month you’ll find a list of Water Cooler contributors’ books releasing in the upcoming month along with a recap of WordServe client news from the current month.

New Releases

ScrapsBarbara Cameron released Scraps of Evidence (Abingdon Fiction).

*********************************************************************************

ForgivingLeslie Leyland Fields released Forgiving Our Fathers and Mothers (Thomas Nelson).

*********************************************************************************

WintersPromiseKen Gire released Winter’s Promise (Harvest House Publishers).

*********************************************************************************

FleshHugh Halter released Flesh (David C. Cook).

*********************************************************************************

HandsofDarknessHeather James’s Hands of Darkness (Kregel). This is book #2 in the Lure of the Serpent series.

*********************************************************************************

ShakenKariss Lynch’s debut novel, Shaken, releases February 4th (Charisma Media).

*********************************************************************************

The KnightTara McLary Reeves and Amanda Jenkins released The Knight and the Firefly (B&H Kids).

*********************************************************************************

YouFoundKeith Robinson released You Found Me (Regal Books). His first book!

*********************************************************************************

RethinkDave Stoop released Rethink How You Think (Revell).

*********************************************************************************

WayfarerJanalyn Voigt released WayFarer (Harbourlight Books). This is book #2 of the Tales of Faeraven series.

*********************************************************************************

LifeComesBackTricia Williford released And Life Comes Back with (WaterBrook Press). Her debut book!

*********************************************************************************

New WordServe Clients

Linda Kuhar, miraculous cancer survivor, Certified Christian Life Coach, and teacher on Proverbs 31 Ministries Online Bible Studies’ Executive Leadership Team signed with Alice Crider.

New Contracts

Arnie Cole and Michael Ross, in combination with Back to the Bible Ministries, have signed a 13 book contract with Barbour Publishers to launch a series of books in the “goTandem” line, primarily direct-to-church, in support of the goTandem Bible engagement app being launched May 1st of this year.

Tami Weissert signed with Authentic Publishers for a book with a working title of Off the Page (and into your heart), 12 stories of how women in different stages of life engage with God’s Word.

What We’re Celebrating!!

FlightCongratulations to Capt. Dale Black and Ken Gire. Their non-fiction book, Flight to Heaven, made the New York Times Best Seller List!

Wounded Women of the Bible co-author Dena Dyer was recently honored with two “Best Of” awards for her articles on The High Calling, an online magazine sponsored by The Foundations for Laity Renewal. The two articles, chosen out of hundreds which ran on the site in 2013, were Resting my Mind in the faith category and Confessions of a Homeschooling Mom in the family category.

Amy K. Sorrels, author of soon-to-be-released How Sweet the Sound, received a wonderful review in Publishers Weekly: “Debut inspirational novelist Sorrells opens her story powerfully, with a rape and double murder within the Harlan family, who grow pecans in Bay Spring, Ala. This strong stuff is Southern gothic, but it’s also biblical, a retelling of the story of Tamar, who is raped by her brother, a son of King David. The story of this event and its tangled consequences is narrated alternately by Anniston, who is 13 and has seen her father murdered, and her aunt Comfort, the rape victim. The family’s secrets emerge, even as healing, propelled by faith, begins. Sorrells’s ambitious work has beautiful elements, chief among them the strong voice of Anniston. Others need work: Princella, the Harlans’ matriarch, could use more development and subtlety, and so could the prose (“The haze of quiet sunlight floated into the room like a slow dance between dreaming and waking up”). Sorrells will likely move many readers of faith, and she’s worth watching. Agent: Sarah Freese, WordServe Literary Agency. (Mar.)”

Lucille Zimmerman got a guest post gig on Michael Hyatt’s blog. Here is the link to her thoughts on “The Placebo Effect.” How’d she get it? She asked. Great lesson, Lucille. Remember, the worst anyone can say is “no.”

Four Tips to Grow Your Platform–Part 1

I don’t care what you write, if you want to publish and sell books, you’re going to hear the words, “You need to grow your platform.” This is true no matter what route you take, traditional publishing or self-publishing.4 Tips to Author Platform Growth

There are numerous books, articles, websites, and programs, telling you everyone’s advice on how to do so. I’m going to tell you now, there’s no secret or quick one-time overnight trick. If someone is trying to sell you this, they’re probably trying to make a quick dollar. But there are tips and ways you can build a solid platform before, during, and after the book deal that are legit and work.

I’m going to share with you what has worked for me and ways you can do the same.

1. What do you have to offer? None of these tips will work if you don’t know what it is you have to offer people in the form of your books, blog posts, articles, podcasts, videos, and interviews. Once you know what it is you have to offer people, you can begin researching who your target audience is and how best to reach them. Need help defining your target audience and your brand? Here’s a free workbook to get you started.

2. Where and how will you offer it? You need to have a website that reflects your brand, immediately tells readers how they’ll benefit from your site, great content, social media share buttons (you’d be surprised how many sites I visit that don’t use these), and a way to capture the emails of visitors so you can stay in contact with them. Other things to offer on your website are podcasts, videos, articles, interviews, e-books, and e-courses. You don’t have to do all, but choose the ones that work for you at this time and for your audience.

3. Social media presence. You can moan and groan all you want about social media or you can choose to look at it as a chance to share your message with people who need it and can be helped by it. I guarantee you the latter response will take you farther and benefit not only you, but others. Choose which social media outlets you enjoy and your readers respond to. Don’t try to master all of them. You’ll go crazy.

Pick two until you feel confident and then analyze where to spend the rest of your time. I use my Facebook page and Pinterest the most frequently. My audience prefers these two sites. Pinterest (Using Pinterest for Writers) sends me the most traffic, but I get more reader conversation and interaction on Facebook (Using Facebook for Writers). Some folks love Twitter, Google+, LinkedIn, or the new social site to watch, Instagram.

The main thing to remember about social media is to share relevant content with your audience. Everything you share should benefit them in some way or another.

4. Join or create a blogging network or group. Find a group of bloggers (or contact and start your own) who write similar or complementary content to your own. Agree to share each other’s content on your social media pages. This gives you great content to share with your readers and gets your work in front of other readers who want what you have to give or say. You can also work with these people to brainstorm new projects or marketing endeavors. This has helped my own platform take off. Plus, I get the added benefit of advice from people who have been there and offer support when needed, because at some point, we all need it.

Here are some of the most helpful books I’ve read regarding growing your platform and marketing:

Platform by Michael Hyatt
Sell Your Book Like Wildfire by Rob Eager
Pinterest Savvy by Melissa Taylor

What has helped you grow your platform? Where do you need help? What books have helped you the most with marketing and platform growth?

A Time for Every Purpose

MP900289709-300x197Many times, people come up to me and say they want to write a book but can’t find the time. Aspiring writers, people who are making an effort to write, often say the same thing.

Both groups cite full time jobs, church obligations, family responsibilities and activities that prevent or hinder them from pursuing their desire to write. These are all legitimate undertakings that must be accomplished if we’re to support ourselves, raise God-centered children and contribute to our faith communities and neighborhoods.

I want to share one insight I’ve gained over the last ten years of pursuing this writing dream: You’ll never find the time to write. You make the time to write.

When I whined to my mentor, DiAnn Mills, that I couldn’t find the time to write, her simple, straight-forward advice: GET UP EARLIER. Not what I wanted to hear but it took root in my heart and God nurtured it. Okay, he nagged me. I started getting up at 4:00 a.m. to write. This gave me one-and-a-half hours of solid, productive writing time every morning before I went to my day job.

Jerry B. Jenkins wrote between 9:00 p.m. and Midnight so as not to take time away from his family.

One of my close writing buddies negotiated with her children (she has 6) and husband for a certain amount of undisturbed writing time each week.

A soccer-mom friend uses soccer practice to write.

Need to make time to write? Take a couple of weeks and track your time. Make a simple MP900385402-214x300chart that blocks out the hours of the day and then note what you’re doing during those hours. After two weeks, you’ll be able to identify at least five hours in your present schedule for writing without having to get up earlier or stay up later. Start with your television and internet time and go from there. Set a schedule, negotiate with your family, find a writing spot and do it.

And pray. If writing is the desire of your heart, God will give you the insight into how to make the time to live out His call, His plan, for you.

On the Ledge of Giving Up, But Still Waiting

Mount Moses, Sinai I find that one of the most reassuring verses in the Bible is in 1 Kings 19:11-12. “11 Then He said, “Go out, and stand on the mountain before the Lord.” And behold, the Lord passed by, and a great and strong wind tore into the mountains and broke the rocks in pieces before the Lord, but the Lord was not in the wind; and after the wind an earthquake, but the Lord was not in the earthquake; 12 and after the earthquake a fire, but the Lord was not in the fire; and after the fire a still small voice.”

There are times when God tells us He wants us to do something. For Elijah in the above verse, it was the immediate command to go and stand out on the mountain because God was coming. This was after God asked Elijah to confront Ahab and Jezebel, and even after Elijah gave the prophets of Baal a comeuppance, proved their god was a nothing, and had them executed.

Elijah fled for his life and was hiding in a cave. To come out and expose himself on the side of the mountain surely wasn’t on the top of his to-do list, but he did it.

And then what?

A strong wind, rocks falling and breaking around him, an earthquake, and then, of course, a fire. As if the prior few days of running for his life weren’t enough, Elijah had to face the fear of the world trying to swallow him whole, burning him with fire on his way down, to boot.

And then . . .   still-small-voice

It was that still small voice.

The verse makes it clear that although the Lord called Elijah out to stand on that ledge, threatened to be devoured by the elements and circumstances surrounding him, Elijah remained and waited because the Lord wasn’t found in the wind, the earthquake, nor the fire. No, just that still small voice.

You may be a writer who feels that God has called you out, asked you to put yourself out there and stand on the mountain ledge. Soon the rejections come, the critics, or the lack of sales. But God isn’t there in those messes and monstrosities, is He? And you’re still standing there, right? Waiting.

cliff-edge Maybe a week, a month, even a year goes by and you’re still there on that ledge, waiting for God to show up, just like He said He would. And you do it because deep down inside, in the parts of you that don’t move even if your hands are shaking like a leaf, you know that God called you out for a reason and by goodness, you know, you just know, it wasn’t to be blasted by the elements, the rejections, the critics, and then hear nothing.

No, it’s for that still small voice.

Unlike Elijah, we don’t have the privilege of seeing God float by us, atop Mount Horeb. What we do have is the gift of others, giving us those little boosts, those tender nudges, those reassurances that we’re doing something good and wonderful and meaningful, even if it only resonates with one fan at a time.

We don’t always get the answers and specifics we crave, but if we’re faithful to follow the path we should be on, I’m confident that God will always follow behind the fire, letting us hear that still small voice in the encouragement of others.

What has encouraged you when it’s difficult hearing God’s voice?

The Journey from Idea to Bookstore

Someday I’d like to write a book. 

Book on the beachHaving spent most of my adult life as a research scientist affiliated with Harvard University, I like to break down goals into doable steps and analyze the process needed to achieve a certain result. While the publishing process is more art than science, here are some basic steps you will need to take to move from dreaming about writing a book to holding the finished product in your hands.

What’s the big idea?

Your nonfiction book of tens of thousands of words starts with one sentence that captures the main idea, or theme, of your book. Ernest Hemingway talked about writing one true sentence, and this goal is your first task. While this sentence may never appear in the book itself, you will need it in the book proposal your literary agent will send to publishers. Crystallizing the big idea of your book also will help you write a working title.

For my first book, Questioning Your Doubts: A Harvard PhD Explores Challenges to Faith (InterVarsity Press, 2014), I started the process by writing down a list of words and short phrases that captured the essence of my message. A cluster of these words became the working title. Once I had a working title, I was ready to write the outline for the book.

Who is the audience?

Books are for readers, not the writers. Publishers want books to sell, not collect dust on bookstore shelves. Accordingly, once you have your big idea, you need to determine who will desire to read the book. These readers are your audience. Perhaps your book is for a general audience, and you hope everyone will read it. However, publishers will require that you define your audience more clearly.

Is there an age group more likely to read your book? Will the book appeal to certain specialists or professionals, like pastors or counselors? What interests do your potential readers have that would make them likely to buy your book? Will your readers use the book in a group setting such as a Bible study or classroom, or will they tuck it into a carry-on bag for entertainment on an airplane ride or while soaking up the sun on a distant beach?

Think in terms of primary, secondary, and tertiary audiences. These categories will help you define who is most likely to buy the book as well as the wider audiences that may express interest. You will need to describe your audience in your nonfiction book proposal. Knowing your audience also will shape your writing style for the book. For example, a book for teens will use a different vocabulary than a book for seminary professors. A book useful for a specialist may need to include references and an index, while a book used in a church setting may benefit from a discussion guide.

 Why write this book?

The journey from idea to bookstore usually measures in years not months, so knowing why you are writing this book will fuel your motivation early in the morning or late at night as you face publication deadlines. The answer to this question will come in handy when family members and friends wonder why you are spending your free time in your office instead of having fun anywhere else.

Understanding what need your book will meet in the marketplace of ideas will provide direction as you decide what material you need to cover in your chapters and what falls outside the scope of this book. Ultimately, focusing on the purpose for writing this book will keep you connected to your calling as an author and the original dream that has moved from someday to today.

Want to Write a Book? The Next Patch of Light

file6041243276582I was privileged to attend my former advanced memoir workshop a few weeks ago to share my publishing journey, both with my first memoir that came out in August of 2013, and the news about recently signing a book deal for a second memoir. As I talked through the six years it took to publish my first book, as my fellow writers threw questions at me left and right, “How did you find an agent?, what did you do to build a platform?, how do you plan to structure your current project?, how do you even go about writing a book?, a thought occurred to me.

If you want to write a book…If you really want to do this…

Step into the next patch of light.

That, my friends, is the best writing advice I have to date.

I’ll let you in on an author secret. We all started at the beginning. And I think most of us make this life up as we go along. Even New York Times best-selling authors, at one point, stared at the cursor on a blank page.

Still afraid?

Step into the next patch of light.

Are you already a writer, a person who has honed her craft and has literary muscles? Have you always been interested in memoir and look!, your uncle gave you a book on writing memoir for Christmas? Were you walking down the street when you stepped in a mud puddle, and while stopping to shake off the mud you happen to notice an ad on the flag pole in front of you for a writing class in your neighborhood?

Any of those instances may be your next patch of light.

You have to start somewhere, so look around and see where you stand. Stephen King said, “The scariest moment is always just before you start.”

If you hope to publish a book, than do what’s in front of you today. Don’t worry about a two-year plan complete with a detailed description of how you’ll construct your book while you also build your platform and research literary agents. (If you are naturally a person like that, email me, OK? I may need a little help.)

No, do what is in front of you right now. And when it’s time (and you’ll know it is time because you’ll itch for something else, or get bored, or curious), look ahead for the next little patch of light. Pay attention to your surroundings: follow authors on Twitter, look out for workshops, read blog posts for fun, pick up a book at your local independent book store on a Saturday afternoon that might apply to your writing journey. Any of these things could be your next patch of light. And before you know it, (and trust me, if you follow the patches of light, you will move in this direction and it is crazy and cool at the same time) you will be writing a book.

But for today, resolve yourself to take it one step at a time, and pay attention to the writer light in your life.

Stalled and Happy: How to Keep Writing When You’re Not

John_Bourne__Woman_and_ChildHaving written five nonfiction books and countless essays, I’m now at work on a novel, and it’s going well. When it’s going at all, that is. Often it isn’t. Going, that is.

Nonfiction, for me, advances briskly and pretty much according to plan from the moment I have a picture of the completed book in my head. When I sit down at the computer, I know what I’m going to write.

Fiction, by contrast, develops in spasms or spurts. Like a living creature. Like a daughter, to be specific—one day cuddling on my lap, trying to figure out which one of us loves the other the most, another day slamming the door and refusing to talk at all.

This is not a new observation. Countless novelists over the centuries have reported that their characters seem to have minds and lives and schedules and intentions of their own, that they and the novel’s resulting plot shapeshift continually throughout the novel-writing process.

So it is, in this case, with my novel. I seem to be discovering my characters’ stories rather than inventing them, and my discoveries come on their own unpredictable, unschedulable timetable. Some days I can’t stop writing to make a pot of tea or eat lunch or speak civilly to whoever happens to be around. Other days—or weeks, even months—I have nothing whatsoever to write.

I used to find this timetable upsetting. I found, that is to say, the stalled part of the timetable distressing. And, while the spasmodic spurts were exciting, they were also hard to keep up with and seemed always to come when I was nosing some deadline or needed to be reading and responding to a looming stack of students’ writing or looking after Christmas guests. Never has it been the case with this novel, as it was with my other books, that I could sit just down at the computer on my designated writing days and simply write. Instead, I’m either frantically trying to set down a scene—before it evaporates from my brain, as I always fear it will, never to return again—or else I’m sitting before a blank screen, incapable of writing altogether. Idealess. Sceneless. Wordless.

All this to say, I have devised a simple method for getting through this problem that really works for me, and I thought there might be someone out there struggling with the same problem who might profit from my experience.

Before I reveal my method, though, let me just say that I do not consider my problem to be writer’s block. I refuse to let myself call it that, in any case. And I’m deep down convinced it is not writer’s block. (I’m protesting too much. I know that. Don’t point it out to me.)

But consider: I am progressing. I have characters, a plot, twenty-eight chapters, some eighty thousand words securely anchored in my hard drive. (And backed up on half a dozen USBs in case of theft or a house fire or accidentally substituting an ancient draft for the most current one. I’m kind of maniacal about the possibility of losing everything and not being able to start over again.) However slowly and erratically this novel seems to proceed, I’m nevertheless inching along toward completion. And the stalled moments, I like to think, are as important to my progress as the precious periods of frenzied writing. When I’m not writing, I’m thinking. Or, that is, not thinking so much as just letting the child poke around in the world I’ve created and experience it and respond. I need to forget about the whole project for a while and give her space and time to grow up and become someone I like.

Enough of that monstrously mixed metaphor. (Is the child the novel itself or my protagonist or the writerly impulse in me or what?) On to my method of taking advantage of the weird stopping and starting that is how this novel has been toddling forward. It’s simple, as I’ve said. Hardly worth writing about, except that, for me, it’s been transformative.

Here it is: When I’m stalled, I reread from several chapters back, correcting as I go. It’s like a magic charm. Long before I catch up to where I stalled, I invariably have new ideas, new words, and, before I have a chance to think about it, I’m frantically writing again.

I call my method recursive—that is, it progresses by means of looping backwards, as in cursive writing. Or, more exactly, as with those lines of loops we were made to draw when we were first learning cursive writing, before we ever got to stringing the loops together into actual words and the words into sentences and the sentences into our second grade stories.

Or it’s like bicycle-riding, in which progress forward depends on looping our feet backwards, over and over again.

One worry: This recursive method of writerly progress violates a primary rule of many resources out there on novel writing, and it’s a rule I have promoted to my students over the years—namely, squelch your inner editor and save revision for when the draft is done.

But, oh well. You gotta do whatever it takes to keep moving along.

Failure to Freedom

DSC_0486Last year I flew with my co-writer and friend, Dena Dyer, to Indiana for a television interview. The Harvest Show interviewed us about our newly released book Wounded Women of the Bible. This was my first television interview and I had no idea what to expect. The night before, Dena and I walked through thoughts and questions, so I felt ready and prepared.

Our host helped us feel comfortable in every way. Once I stepped onto the platform, beneath the lights and cameras, I sank like a marshmallow in the heat of the sun. Someone should have blindfolded me or thrown a towel over the monitors.  I didn’t like my appearance on camera and fidgeted too much. I had too many pillows behind my back and stuck out like a sore thumb. Dena sat proper and polished while I sat like a huge lump on the couch. I smacked my lips and swallowed hard. I even needed a trip to the bathroom.

Dena’s eyes and beautiful smile said, “Stop fidgeting.” Confession: My thoughts not hers. I looked around for a brown paper bag, feeling I might hyperventilate, but then came the questions. I knew these stories. I spent twelve months writing about these particular wounded women in the Bible. I could share in-depth thoughts and notes on each one. I was ready.

The host said, “Tell me about Ichabod.”  Ichabod who? I completely froze. Blank. Nothing. Empty. I grasped at something to say. I couldn’t gather my thoughts or remember that Eli was Ichabod’s father-in-law. As if an eternity, a long pause of silence fell. I had no idea what came out of my mouth after that moment. Before long it was over and I drooped off the stage. Needless to say, I wasn’t pleased with my first television interview, but so grateful to have had the experience.

After Dena left the hotel to fly home, something hit me – I felt despair, inadequacy, and insufficiency. I would be lying if I said tears weren’t involved in that moment of self-pity. While packing, I turned the television on and flipped through the channels to find something to cheer my mood. I stopped on a well-known female pastor. The first words out of her mouth were, “Listen! God uses people all the time who have no idea what they’re doing!”

My heart leaped and the words slapped me in the face – starting with “Listen!” Leave it to God to reach through our self-pity and grab hold of our collars. I was reminded that life is full of experiences and God uses “the least of these.” If I hadn’t heard those words that day, I may have carried my feelings of despair (among others) home, placed them on a shelf, and allowed them to identify my character and abilities. God recognized my “stinkin’ thinkin'” (as my friend says) and burst forward with one bold statement: “He uses people all the time who have no idea what they’re doing.”

Sometimes we have those frozen cloud crowding moments when our mind appears broken. God understands and desires to free us of anything the enemy may hold over our heads. All we have to do is be willing to step into Him and God will teach, grow, and strengthen us, even when we feel like we have no idea what we’re doing. God takes our offerings and uses them for His glory.

One other word of affirmation from God came when my husband, who is one of two men on Sheila Walsh’s launch team for her new book, shared a story she wrote. In her book, Sheila shares a story of one particular television interview. My mouth dropped as it mirrored mine! (But you’ll have to wait and read the story when her book comes out). As if what God shared through the television wasn’t enough, He said, “You see, Tina, even the big girls start out in similar places.”

Let me encourage you to never give up, push through those feelings of failure, and move forward with God at your side. God turns our failures into faith walks when we trust He can use every part of what we offer Him. May this year be the beginning of great things, especially allowing God to free you, and you freeing yourself, from any past failures.

A new dawn awaits.

???????????????????????????????

 

 

January Kick in the Writerly Pants

martial-arts-225397_640It’s that slumpy time of year. The holidays are over. Resolutions have hit the wall like a crash-test dummy on steroids. It’s Mars-cold outside and really…who’s got time to write when you’re working every conceivable hour to pay off the mongo credit card bill that’ll hit your mailbox at the end of the month?

Now that we’ve got all the whining out of the way, it’s time to buck up, little writing mongrels. Park your rear in a chair, stick your shnoz on the writerly grindstone, and get down to business by using a few of the following tips.

5 AWESOME WAYS TO CRANK OUT MORE WORDS PER DAY

#1. Kick your internal editor to the curb.

Newsflash: in order to up your daily word count, you have to actually write the words. If you muss and fuss over each one, you’ll end up with a total of about twenty-five words by the time the sun sets. At that rate, it will take you a bajillion years to finish your manuscript. So whip out some duct tape, slap it on your internal editor’s mouth, and pound away at the keyboard until your fingers are stubby little nubs. You can—and will—edit those words later.

#2. Pull up your pants.

At heart, I am a seat-of-the-pants writer. I don’t like to know what’s coming because hey, writing should be as much fun as reading, right? Nope. Not if you want to succeed at finishing a novel in a timely manner. If you come to your WIP without a clue of what you’re going to write, you will spend time thinking of what to write. Savvy? Map out your story. Write a general outline. And always make sure to end your writing time with a sentence or two of how you will pick up the plot when you return to it the next day.

#3. Put first things first.

Write in the morning, whether you’re a night owl or not. Psychologically, it’s a mental game of beat the clock. In the morning, you’ve got hours and hours ahead of you. If you wait until late at night, you’re more likely to nod off and give in to the siren call of Pillowland. Starting out your day by writing means you get to pass Go and collect $200.

#4. Write all day.

Before you start the tomato throwing and Hey-Princess-I-Have-A-Real-Job snarkiness, hear me. I understand. Life is all up in my business as well. But that doesn’t mean you can’t snatch and grab snippets of time throughout the day. Pound out a few words during your lunch break. Traffic jams sucking up minutes? Voice note a plot idea on your phone. Waiting for an appointment? Jot down a character trait you’ve been meaning to add in.

#5. Be a track star.

Mapping out a schedule sounds like a whopping nerd of a plan, but dude, it works, kind of like a food journal keeps you on track for a diet. Shoehorn in writing time on every day of your calendar for the next month and you’ll feel like a legit writer. Setting a goal on paper (or cyberly via keyboard) will keep you accountable.

There you have it. Tools for your writerly workbox. Which one will you put into practice today?

Traditional Marketing Versus Relational Marketing

This is how traditional marketing worked. 

  • Introduce a new or improved product
  • Explain all of its cool features
  • Show a brief overview highlighting how to use it
  • Tell the consumer why they shouldn’t live without it
  • Communicate a desired call to action

But twenty-first century consumers are more savvy, and demanding. They respond to relational marketing, whereas they are turned off by techniques that proved effective in our not so distant past. Here’s the difference:

  • Tell a short story about the new or improved product instead of simply introducing it, or even better, show something shocking, dramatic, and/or totally unrelated to get their attention
  • Explain how it will benefit the consumer — be clear in communicating what’s in it for them
  • Paint a picture of a personal connection between the product and the everyday consumer
  • Tell the consumer why their life will be better because they have the product, especially if you can make them believe the product will help them fulfill their dreams
  • Leave them hanging with just a hint of how they can find out more, or end with a subliminal reminder of the product, but never use in-your-face advertising methods

This is how relational marketing differs.

When marketing our books, we must remember how the consumer has been trained over the last few years. Gone are the days where you could push through advertising. The buying market expects you to ask permission before sending them special offers. Bombarding them with notices about your book or other products mostly ticks them off.

Instead, find a way to connect your message to them personally, and leave the final decision up to them, versus pressuring for a quick decision. Especially effective is making them feel like insiders, and showing them a way they can help. It feeds the human intrinsic motivator to assist others. And psychologically, it establishes a bond — a relationship.

Relational marketing is here to stay. Find a way to establish a relationship with your buying public, create and maintain mutually beneficial reasons to stay connected, and watch your sales rise.

But make your efforts real and genuine. Strive to give them something that truly will make their lives better, because if you try to fake it, your marketing efforts will fall flat. Some things never go out of style. Honesty. Authenticity. Vulnerability. Humility. Keep those at your core, and relational marketing will require no more effort than being who you really are.