There are several methods publishers and writers use to stay in touch with readers. Direct mail, book tours and newsletters are amongst the most popular methods. Literary newsletters are the least expensive of all three by far. For example, in 2006 Publisher's Weekly noted that the average cost of a 10-city book tour was $25,000. A direct mail campaign involves the cost of postage stamps. Printing cost aside, if you wanted to reach 5,000 readers via a direct mail campaign using postcards, you'd have to spend a minimum of $1,050. That's a lot less costly than a 10-city book tour, but there's a near free, easy way to reach thousands of readers. Start and maintain your own literary newsletter. To begin:
Use a catchy name that ties back into the types of books you write or publish. This helps establish reader familiarity.
Choose a Template
Decide whether you are going to build your own template or use a reputable email campaign firms (firms that offer free templates and subscriber database maintenance options). You can use a software program like Microsoft Word to build your own template.
If you decide to use an email campaign firm select a firm that provides templates free of charge. Email campaign firms allow you to create and maintain your subscriber database by simply typing in or removing email addresses. Some firms charge a fee for their database creation and maintenance services. Some popular email campaign firms are: Constant Contact and Yes Mail.
Write a Personal Editor’s Message
Draft two to three paragraphs to your readers. Keep the tone personal, as if you were writing a note to good friends. A great resource to reference in order to see examples of effective editor’s messages are popular magazines. Most leading magazines have a “Letter from the Editor” at the beginning of each issue. Write what you want here (i.e. inspirational message that focuses on a current event).
Include Interesting Features
Conduct and add in-depth interviews with seasoned and up and coming writers to your newsletter. This will keep readers in the know in regards to what’s going on in the lives of talented writers. A quick search of the Internet will pull up talented writers. You can also interview and feature writer friends of yours and give them a chance to build a reader audience. As a note, authors appreciate media exposure as that introduces them to a broader reading audience. You can conduct the interview over the telephone or email the questions. If you email the questions (10-12 questions is sufficient), set and communicate a clear deadline to the author for when you want them to email you responses to your questions.
Provide a List of Upcoming Events
Let readers know what their favorite authors are doing and where they can go to learn more about the art of writing by adding a list of upcoming conferences, seminars, contests and book signings. Keep in mind that the Internet is global, so include conferences, seminars, book signings and contests that take place around the world. Include location, date, time, URL where subscribers can get more information on the event and deadline dates for contests.
Add Interesting Tidbits
Inspire your subscribers with Inspirational or humorous writing quotes. Stats on the publishing industry or bestseller lists are proven attention grabbers.
Offer Special Deals
Mention discounts, giveaways and other promotional items you are running. Readers want to know and take advantage of single and bulk book purchase sales. Create a special deals section in your newsletter and spotlight those deals here. You can also use this space to mention specials affiliate or associate book partners are running to allow your subscribers to enjoy greater book savings.
Provide Subscribe and Unsubscribe Options
Include a link that allows book lovers to forward your newsletter to others so that they can subscribe to your newsletter with the click of a button. It is also important that you include a link that allows subscribers to unsubscribe from your newsletter. However, as you continue to offer valuable information to subscribers, you’ll notice that fewer and fewer readers unsubscribe.
Establish Distribution Frequency
Set the frequency of your literary newsletter distribution. As a start weekly or monthly distribution has proven to be effective with book lovers. Whichever distribution frequency you go with, be loyal to your subscribers. If you say you send your newsletter out every Tuesday, send your newsletter out every Tuesday. You might also notice that keeping to a regular distribution schedule helps to keep your newsletter off spam lists.
Advertise
Submit your literary newsletter to ezine directories. Get the word out about your newsletter so your subscriber base continues to grow. If your subscriber base reaches the thousands, you might be able to earn a handsome income spotlighting business ads in your newsletter. Monitor your overall results. Repeat what works and alter or discontinue what doesn't work.
To conclude, give your newsletter a catchy name. Choose the right template then include important features like an effective editor's message, upcoming events, special deals, and of course, thought provoking feature interviews or study findings. This will help you to connect with readers and potential book buyers. Remember to allow readers to easily subscribe or/and unsubscribe from your newsletter. Lastly, distribute your newsletter on a set schedule builds reliability, and advertise to spread the word about your literary newsletter.
Name Your Newsletter
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