Crowd Source Marketing

finger-769300_1280There’s an old adage in marketing that says in order to get a consumer to pull the trigger and buy something, they have to hear about the product three times. There was a time when the blueprint to accomplish that was pretty straightforward. Get reviews from newspapers or magazines and get interviewed on television or radio. Then, go make public appearances at bookstores or book fairs or local meetings, and don’t forget to keep writing.

None of those were easy to accomplish and they all took a lot of work to hit the magic three, but at least there was a path to follow that thousands of authors from decades past had taken with some success.

Times have changed. Not only have they changed, they keep changing at an ever-increasing pace.

The internet opened up the world and made it so much easier for authors to reach the public directly. That’s the good news. The flip side is there are hundreds of different ways to do it and a lot of them are really good, but may not be right for you.

So, the goal becomes finding the right tools for your genre and your personality and staying up to date about everything that’s new, while still finding time to write, and then have a life.

This is where just a little organization can funnel the hive mind of social media down to the essentials. Look for groups, particularly on Facebook, that are not only devoted to marketing books but are also in your genre. If you’re in traditional publishing, include that on your checklist. If you’re going the indie route, make sure the group is too.

A few other things to add to your checklist are:

  • The group is devoted most of the time to marketing – not selling, not writing
  • It’s invitation-only, so that it’s a safe place to share and there’s some control over the postings
  • There’s a monitor who shows trolls (people who complain or bully) the door and kicks them out of the group
  • Active members who are sharing information and are willing to answer questions – lots of questions
  • Be one of those people and share when you can – admit when you don’t know enough to add to the conversation. In other words, participate.

Some of the benefits you can reap from joining together are:

  • Doing cross-promotions with others in your genre. There’s power in numbers.
  • Getting a heads up about a new site that’s working for someone. And getting a thumbs down for a site that would only waste your time and your dollars.
  • Sharing each other’s ads or promotions on each other’s social media sites. Again, it’s that power in numbers.
  • Gaining a realistic view of how well you’re doing. It’s the equivalent of your water cooler.
  • Getting applause when things go well and getting some inspirational chitchat when they don’t.
  • Testing out new blurbs for your book or, if you’re indie, testing out new covers and getting early feedback.

Everything is easier when we work in cooperation with others and come together as a team, building on the information, adding in a post to what’s already there. That’s the definition of crowd sourcing.

Since I’ve found my own peeps I’ve been able to course correct a lot of mistakes I didn’t know I was even making and I’ve come up with a streamlined ad campaign that is even more in line with my budget. Best of all, though, I’m having a lot more fun sharing ideas and cheering on my fellow authors.

The 15-Minute Writer: Book Marketing in Life’s Margins

woman writer

Photo by Bench Accounting via

We writers wear many hats these days. In addition to writing proposals, queries, and manuscripts, we’re expected to market and promote our books through social media, speaking, radio/television interviews, and book-related events. Whew! What’s a busy author to do?

First, don’t get too overwhelmed. No one can do everything, so take that expectation off your shoulders. Take deep breaths. Now…don’t you feel better? Let’s do our part, and leave the rest in the hands of the Author of our life stories.

Second, after you write it but before your book releases, experiment with different marketing ideas to find out what you enjoy and are good at naturally—Facebook parties? Speaking engagements? Library visits?—and concentrate on those things. The fun you experience will come through, and you’ll sell more books (and even if you don’t, you’ll have more joy. And who doesn’t want that?).

Third, pray for wisdom, discipline, and creativity. After all, God gave us the idea and the opportunity to write a book, and He cares about the people who will read the message we’re sharing.

Finally, clear a few minutes in your schedule and write “marketing” on your calendar in a small window of time. This way, you’ll do a little bit every day. (It’s like the old question, How do you eat an elephant? One bite at a time!)

To help you get started, here are a few book marketing tasks that take 15 or 20 minutes, tops (just make sure each is related in some way—via a hashtag, link, or text—to the volume you’re promoting):

  • Write a short blog post
  • Draft a newsletter for your email list
  • Brainstorm a free resource to offer your list
  • Update a social media profile to reflect your new release details
  • Write a Facebook status or Twitter update
  • Take an Instagram picture and upload it
  • Read a blog post on another author’s site and comment on it (thanks to Michele Niefert for this idea)

    A photo by Alejandro Escamilla.

    Picture by Alejandro Escamilla via

  • Rate/review a similar book you’ve read on one of the major bookseller’s sites
  • Ask friends on Facebook or Twitter to review your book for you
  • Share another author’s book, which is related in some way to yours, on a social media platform
  • Update your website or blog in some way
  • Draft a query letter to a magazine on a subject related to your book
  • Ask other bloggers to review your book (Elizabeth Evans shared this tip with me)
  • Create an image on Canva or PicMonkey with a reviewer’s blurb on it and Tweet it (a terrific idea from journalist and author Simran Sethi)
  • Write a thank-you note to a book reviewer, librarian or bookseller
  • Follow-up with a meeting planner or editor you pitched but haven’t heard back from
  • Set up an Eventbrite page for a future workshop or seminar you’ll lead on the book topic
  • Read a book marketing article on line or in The Writer, Poets and Writers or Writer’s Digest

Now it’s your turn: share in the comments. What are your favorite—or most effective—quick marketing tasks?

“I Want to Write a Book”: Five First Steps For Aspiring Writers

When folks contact me because they want to write a book, especially someone who hasn’t been writing, I’m often pessimistic. I want to be able to encourage them, but I know this:  An agent or publisher needs to see that a communicator is reaching an audience. So what’s a first-time writer to do?


Write an article. Online magazines usually have writer’s guidelines available at their sites. (Also google-able)

Pitch articles to magazines that are already reaching the audience who will read your book. If you don’t know what publications those are, ask among your friends on social media: “Moms, what blogs do you read?” “Business people, what magazines do you read?”

Your pitch to an editor—explaining what you want to write, how it will serve his/her audience, and why you’re the best person to write it—needs a hook. No editor will respond well to a pitch from you offering to write on “parenting,” but if they might be interested if your hook is, “What I Learned About Parenting During My Time in Prison.” Give your pitch a strong hook.

Having a number of articles that appear in print or online communicates to an agent or publisher that you’re reaching audiences.


Drum up speaking gigs. Ask folks you know to help you find venues where you can share the message you’re passionate about. Start by speaking for free to build your resume.

Speaking builds your audience and helps you hone your message.



Build a website. Do not pass go, do not collect $200.  Before you pitch one article or seek one speaking gig, build a simple site to let others know who you are and what you’re about. Include experience and endorsements to give editors, agents, organizers, and publishers confidence that you have something to say and that others want to hear it.

A website legitimizes your credibility as a communicator.


Grow your audience. Beyond building your website, be intentional about your online presence. If blogging feels manageable—and it might not!—consider blogging regularly. Guest post on other writers’ blogs. Post quotes or memes on social mediate that relate to your message. Don’t always be self-promoting, though: share relevant content, from other worthwhile sources, with your followers.

Providing valuable content builds your audience.


Attend a writer’s conference. Even if you’ve never considered it, the chance to grow in your craft and network with other writers and folks in the publishing industry will serve you well.


Bottom line: If you’re not willing to start building with one or more of these building blocks, it’s unlikely that an agent or publisher will consider the book you’re holding in your heart.

The exception, of course, is if you are: the President of the United States, the MVP of the NBA, or someone whose face has graced the cover of People magazine. If you are any of these, disregard this post. The rest of us, though, need to be hustling to build an audience.

Your future agent or publisher will thank you.

Reflect: Which one of these 5 made you balk? How willing/unwilling are you to move forward on any of these? What can you learn from your response?

7 Tips about the Basic Needs and Stressors of Introverts

Image/karenjordan.netThank you, Jesus—I’m home again!

A few weeks ago, I found myself surrounded by extroverts, enjoying their confidence as they absorbed energy from all who surrounded them at a publishing event for Christian writers.

And all the activity almost sucked the life out of this introvert! I’m still exhausted.

Thankfully, my extrovert travel companion understood the strengths and weaknesses of an introvert, even though I’m sure she tired from dragging me out of my comfort zone.

Ever wondered what makes an introvert tick? I don’t have to look beyond my own mirror to answer that question. So, I hope the following tips help you understand some of the basic needs and stressors of introverts.

1. Personal space energizes introverts. And when we get stressed out, we need to be left alone. Being in crowds drains us, so we often need to find some alone time to recharge our batteries.

2. Extroverts often misunderstand the need for personal space, and introverts tend to be more withdrawn at times. So, they might need to come out of their caves and share their perspective with those who might misinterpret their need for solitude. And sometimes, they might need a little motivation to abandon their comfort zone.

3. Social situations routinely cause grief for introverts, as they struggle with small talk with strangers. They appreciate friends who understand and encourage them in stressful social settings.

4. Networking can frustrate introverts who aren’t prepared for that kind of interaction. Pitching new projects to a publisher at large events can be an overwhelming task for introvert writers. So, practicing their pitches with other writers can boost their confidence.

5. Focus can also challenge introverts since they tend to be distracted in intense environments. They may need to consider taking a few tips about planning schedules and sticking to deadlines from their more organized friends.

6. REST is a basic need for everyone. Facing my own weaknesses proved to be another opportunity to utilize my prayer strategy of REST: Remember, Exalt, Surrender, and Trust, based on Philippians 4:5-7.

. . . The Lord is near. Do not be anxious about anything, but in every situation, by prayer and petition, with thanksgiving, present your requests to God. And the peace of God, which transcends all understanding, will guard your hearts and your minds in Christ Jesus (NIV). (Phil. 4:5-7 NIV)

7. Prayer. During my worst moments under the stress of over-stimulating social situations and networking challenges, I searched for some personal space, and put this prayer strategy from Lamentations 3:28-29 into practice: “When life is heavy and hard to take, go off by yourself. Enter the silence. Bow in prayer. Don’t ask questions: Wait for hope to appear” (The Message).

Remembering and focusing on the presence of God enables me to exalt his Word over my circumstances, surrender my weaknesses and burdens to him, and trust him to guard my heart and my mind with his peace.

Are you an introvert, living in an extrovert’s world? What strategies help you when the energy of others is zapping the strength out of you?

10 Tips For Writing an Effective Query Letter…

10 query tips again

Whether you’re pitching an article or submitting a book proposal, your query letter—or your cover letter—needs to convince a publisher to keep reading. As you’re writing, remember that the reader will be tempted to check out and check Facebook. It’s your job to grab and keep a reader’s attention!

1. An effective query letter is concise.

Demonstrate you’re an effective communicator with the efficient use of words. (1 page!)

2. An effective query letter states your intention.

Be clear, up front, whether you’re pitching an article or looking for a publisher.

3. An effective query letter is personal.

Address your letter to a particular person. Has he or she represented or published something similar to your project? Make a meaningful connection with the recipient.

4. An effective query letter clearly identifies your premise.

What is the one thing this book or article aims to do? Clearly identify the singular unifying thesis.

5. An effective query letter identifies a reader’s felt need.

Why should this be published? What need does it meet? Who has this need? How will reader be helped?

6. An effective query letter captures and holds a reader’s attention.

Hook reader’s attention with colorful anecdote. Then, work to keep it.

7. An effective query letter communicates your competence.

Highlight the elements of your bio or resume most relevant to this project.

8. An effective query letter pulses with your passion.

Demonstrate your enthusiasm for this project.

9. An effective query letter balances confidence with humility.

Thank the reader for her/his time and offer your availability to discuss project further. Demonstrate humility and teachability.

10. An effective query letter is error-free.

It’s one page. Be fastidious.

Cheering you on,

Surviving the Valley

You hear a lot on the writing journey that it’s filled with highs and lows—probably more so in publishing because it’s rapidly changing and I personally wouldn’t consider any part of the industry stable or predictable.

valley-of-fire-1390258_1920The problem is the valley is hard. What exactly do you do? Do you give up writing? How do you readjust to keep your writing career moving forward when seemingly no one wants the words you’re putting on the page?

My writing valley (really—the deep dark hole of despair) started after my first trilogy was published. I worked really hard marketing those books, had great reviews, and two out of three of the books were each nominated for multiple awards. I was even told by my publisher that I was (at one point) their second-bestselling fiction author.

I thought there was no way my next proposal wouldn’t be picked up—by somebody. Well, it wasn’t and to be honest it put me in a psychological funk. I was pretty convinced that my envisioned bestselling author status dreams were rapidly crumbling in front of my eyes.

I’ve come through my first major valley (I’m sure one of many to come) and I thought I’d share what I did to survive it without throwing my writing career in the trash and lighting it on fire.

  1. Grieve. It’s okay to be sad about it. The writing life is unpredictable—even that’s a pretty generous understatement. Your writing life didn’t go as planned and it’s hard to readjust dreams sometime—but do readjust.
  2. Help other authors. Help them promote their books. Read books for endorsement. Review novels. Keep your name in the reader’s mind by having your name on their books.
  3. Stay active on social media. Even if you’re not publishing, keep engaging with your readers and other authors.
  4. Keep writing and learning the writing craft. Above all else—don’t stop writing. Journal. Blog. Write a new book proposal. Use this time to brush up on the areas of your writing that aren’t strong. Read those numerous writing craft books that have been piling up beside your bed (come on, I know you have them!) Learn those pesky computer things you’ve been putting off. Scrivner. Newsletter distribution sites. Take an on-line writing course. Even James Patterson has one now that’s very reasonably priced.
  5. Write outside your genre. During my valley, an editor from Guideposts reached out to me and asked me to audition for a cozy mystery series they were putting together. Hmm. Cozy mystery? I write thrillers. Straight up thrillers. I honestly didn’t think I could write gentle enough for a cozy mystery, but what else was I really doing? So I tried it. My first submission, well, you could probably predict the feedback I received. Too dark. The heroine’s not cheery enough. By the way, this surprised no one that knew me. But I resubmitted—and they loved it! And then the series didn’t move forward. I auditioned for a different Guideposts series and washed out again. Maybe cozy mystery wasn’t for me, but it did prove I could write something other than thrillers and I built bridges to editors at Guideposts even if they didn’t take me on for those projects.
  6. Fractured MemoryListen to God’s nudgings. Looking back with perfect vision, I felt that God used the Guideposts experience to get me to write outside my comfort zone. During this process, I started thinking about a contest called Blurb to Book that Love Inspired was hosting. Never did I imagine I would write for them. I didn’t think I was a good fit, but I found myself obsessing about this contest to the point where I couldn’t sleep. So I entered, and I ended up winning a contract for Fractured Memory, my novel releasing this month from Love Inspired Suspense. Suddenly, I was clawing my way out of that dark writing well.
  7. Go indie. In this writing age, there is literally no reason to not have content out for readers. Don’t quit your day job and scrap and save every penny you can to hire a good editor, proofreader, and book cover designer. I do say this with some caution—be sure you put out a good book! Don’t sabotage yourself into another pit.

Overall, take the valley as a place that can provide rest, rejuvenation, and growth. Perhaps you will need to go back to a paying job or postpone the plans that you had of quitting or reducing your hours. Just know that the valley is survivable and it doesn’t have to mean the demise of your writing career.

Tell me, how have you survived low points in your writing career?



Don’t ride . . . DRIVE the train!

trainAbout fifteen years ago, while taking a graduate course in Spirituality and Leadership, I had a professor who presented me with one of the most motivational sayings I’ve ever encountered: “Don’t just ride the train, be the engineer!”

Okay, maybe not the most theological statement I heard in the course of my graduate program, but it lit up my brain in ways I’d rarely experienced since finishing my undergrad degree decades earlier. Knowing myself to be an introvert and nonconfrontational, I’d always preferred to have someone else take the lead in projects at work; the only role in which I felt confident enough to be in charge was as a mother to my children. (Looking back, I can only say that ignorance was truly bliss, but that’s another post or two or a thousand.)

But the moment my professor uttered that directive, I had an epiphany that any writing career I wanted to pursue was going to demand that I drive the train, and not just ride along on whatever might come my way. As a result, I began to view writing as a vehicle I would steer, and, when necessary, refuel with energy and hard work. I also accepted that no one else cared as much as I did whether that train finally arrived; not even the support of spouse, family and friends (as important as that is!) would bring that train into the station if I didn’t commit myself to being the engineer.

I share this story with you because every writer needs to know that writing requires you to make that train your own: if you want to be successfully published, you have to learn the business, and these days, that means EVERY aspect of the business: writing craft, understanding your audience, marketing, platform building, travel requirements, publishing trends. Gone are the days when your publisher says, “Thanks for writing this swell book. We’ll take it from here.” Even your agent – if you’re fortunate enough to land an agent – can’t hold your hand through every stage of book development, because she or he is swamped just trying to navigate a path to publishers through all the layers of the industry – layers which can shoot down a book proposal for reasons of marketing or audience or numbers of your social followers, which may have nothing to do with the actual value of the book you’re creating.

You have to take ownership of your career. You have to drive the train to where you want it to go.

And that may be the biggest plus of being the engineer – you can CHOOSE where you want your career to go. It will take hard work and learning from the experience itself, but if you find you’re being called to write romance instead of devotionals, or humor instead of profiles, or politics instead of fiction, you can steer that train of your writing career onto different tracks, and see where it takes you. Maybe it will only be a short detour and you’ll end up at your original destination. That’s great! Then again, it may be a whole new journey on the writing rails.

Are you ready to drive the train?