Thomas: In this episode, we are talking about how to maintain your platform between books so that your brand stays top of mind with readers.
There is a temptation to go dark while writing the next book. When you do that, all of your marketing becomes harder. People forget who you are. That may be difficult to hear, but do you remember the names of every author you read last year? Are they still top of mind?
Staying top of mind requires nurturing, especially if your books release every two or three years. The longer the gap between books, the more intentional you must be about keeping the relationship fresh.
In this episode, we will share practical ways to do that.
Jim: Let me offer some philosophy for context. An airplane flying from Seattle to Chicago uses half its fuel getting to cruising altitude. The first 10 to 15 minutes consume half the fuel. Once it reaches altitude, it reduces power and uses the remaining fuel for the rest of the trip.
Launching a book is similar. You invest enormous time and energy into promotion, emails, and excitement. If you go dark afterward, you essentially shut off the engines and land. When the next book releases, you must burn all that fuel again just to get back to cruising altitude.
What we are talking about is how to stay at altitude even when you do not have a book coming out.
I once worked with a retailer called Exercise Equipment Center. They sold high-end fitness equipment and wanted to put 50-60% of their annual ad budget into November and December, their busiest season. I advised against it. Advertising works best when you stay top of mind all year. If customers think of you in July, even a competitor’s ad can remind them of your brand.
They were hesitant, but they followed the strategy. They saw a 33.3% increase in same-store sales over the previous year. It surprised them.
The lesson is simple. Keep the airplane flying. You are an author, but you are also a product. If you stay top of mind and engage readers between books, the purchase decision becomes much easier when the next book releases.
Thomas: If you do not yet have a book out, these techniques still apply. They work before your first release just as well as between books. The goal is to stay at flight height so that your marketing does not stall. We want your platform to keep climbing.
Step 1: Review Your Website
Jim: Start with a website review. Your website is your hub. Think of this as a tune-up or checklist. Even if you are not technical, you can ask a few people who have never seen your site to explore it and give honest impressions. What works? What is confusing? You could do this quarterly.
If several people say, “I do not understand what this is about,” you may need to rebuild. At the very least, you can make targeted improvements.
Thomas: There are also free tools that analyze your website and offer recommendations. I often use Website Grader.
Often, the issue is not design. Many authors think they need new colors or a fresh look. Design matters, but it does not move the needle as much as content. What truly impacts sales is substance. Is there a compelling reason to visit? A reason to return?
People do not visit a website because it is pretty. They visit because it offers value. That value will vary by audience. If you evaluate your site through the lens of your ideal reader and ask, “How can I make this better for her?” you can make meaningful improvements without spending much money.
Jim: I give a talk called “Content Is King, Dictator, and Supreme Commander of the Universe.” When people think about building a website, they think about appearance. That is secondary. First, focus on what it says. Beauty is nice, but content always wins.
Thomas: If you need help evaluating or creating your website, consider using our suite of Patron Toolbox tools for author websites. These tools and 80 others are available to Novel Marketing Patrons at the $10 level or higher.
Step 2: Create or Revise Your Reader Magnet
Thomas: The second strategy is to revise your reader magnet or create one if you do not have one. A reader magnet, also called a lead magnet, is the free gift readers receive when they sign up for your newsletter.
For fiction authors, this is often a short story. It is an excellent project between books, especially if you are writing a series. If book one is out and book two releases next year, consider writing a short story set in the same world. You might use the same characters or explore a different corner of the universe. In a fantasy or science fiction series, you could set the story on another planet in the same galaxy. Just avoid locking yourself into plot decisions that could constrain future books.
A short story in your story world gives readers a taste of what you offer and can significantly increase newsletter signups.
If you write romance, perhaps the couple from book one goes on vacation. A short story about their adventures can delight fans and deepen engagement.
For nonfiction authors, think in terms of tip sheets, guides, or short resources with a clear benefit. Keep it concise and practical.
Jim: And if you created a lead magnet two years ago, it may be time to update it. You can even A/B test. Develop a new lead magnet, use it for three months, then switch back to the old one. Compare results and see which generates more signups.
Experiment when you do not have a book launching. That is the safest time to test new ideas.
Step 3: Guest Blogging
Jim: Guest blogging introduces you to readers who may not know you. A strong article can prompt readers to think, “I want to learn more about her.” They visit your website, sign up for your newsletter, and your email list grows.
However, do not accept every invitation. You are offering high-quality content for free. In return, you should gain access to a sizable audience.
Thomas: Guest blogging is generally more effective for nonfiction authors than for novelists. If you write fiction, your time may be better spent writing another short story.
Step 4: Focus on Your Newsletter
Thomas: Your newsletter is the primary way to maintain your relationship with readers.
You do not need to email weekly, but you should send at least one email per quarter. Mailchimp recommends a minimum of quarterly emails. If you email less frequently, spam reports may increase, open rates may drop, and readers may forget who you are.
Monthly is often the sweet spot. Most readers are happy to receive a monthly or even semi-monthly update.
If you write fiction and feel you have nothing to say, recommend books similar to yours. Ideally, you are reading regularly. Share what you enjoy and become a trusted source for recommendations in your genre. You want readers coming to you for guidance, not looking elsewhere.
Staying consistent keeps you at altitude. When your next book releases, you will not need to burn all that fuel again just to be remembered.
Step 5: Create or Revise Your Drip Campaign
Jim: Another strategy is to work on your drip campaign or your onboarding sequence. When someone signs up for your newsletter, they should receive a series of emails that introduce them to you and your work.
Thomas and I often review each other’s emails. I will send him a draft and ask, “What do you think?” He suggests edits. I do the same for him. You can do this with another author, someone from your critique group, or a friend from a Facebook group. Say, “Let’s critique each other’s drip campaigns. I want to make mine better.”
Just as a good editor strengthens your book, a thoughtful critique partner can strengthen your email sequence.
Thomas: It takes practice, so have fun with it. If it is not enjoyable to write, it will not be enjoyable to read. Email is powerful. Treat it with care.
Step 6: Become an Active Goodreads User
Thomas: The fifth way to maintain your platform is to get involved on Goodreads. (Note: In the audio version of this episode, Thomas and Jim recommend Facebook, however as the platform has changed over the years, they no longer recommend using Facebook in that way. They do still recommend using Goodreads.)
Jim: There are genre-specific groups where readers talk about books. I cannot count the number of times I have seen my name mentioned as an author someone enjoyed. I will react with a like, post a quick GIF, or leave a short comment. It takes five seconds.
I have received emails from readers who bought my book because they saw my comment in a group. They did not know I existed before that moment.
Unless you are selling 100 million books, like James Patterson or J.K. Rowling, many readers have never heard of you. Facebook can be a simple, personal way to connect. In my experience, those brief interactions have led directly to sales. So find a group and engage.
Thomas: I disagree slightly. I agree that engagement can be valuable, but I often see authors lose hours on Facebook. It feels productive, but it does not always move the ball down the field.
In football, you want the player with the ball running toward the end zone, not sideways along the line of scrimmage. Time on Facebook, and sometimes on Goodreads, can be a lot of motion without forward progress.
In general, your time is better spent writing your next book and nurturing your newsletter.
Jim: I can agree with that in part. I am not suggesting hours per day. I spend three to five minutes. If you score a touchdown, it is worth celebrating briefly in the end zone. Most of your energy should go toward advancing down the field. But when readers mention you, a short acknowledgment can build goodwill.
Step 7: Promote Your Backlist
Thomas: The sixth strategy is to promote your backlist if you have multiple books available. Feature older titles in your newsletter from time to time. You might even consider relaunching a book. You may be surprised how much life remains in books you have already written.
I have a friend who is a New York Times bestselling author. She took a year off from writing new books. Instead, each month she lightly relaunched one of her existing titles. She coordinated with her publisher and ran a scaled-down promotional campaign for each book. It generated strong sales and gave her time to recharge before returning to a new publishing cycle.
That can be a very solid strategy.
Step 8: Learn a New Marketing Skill
Jim: Number seven is to learn. Choose an area of marketing that you may not love but know you need to improve.
For example, newsletters. Thomas and I are big advocates of email. (Note: We no longer recommend MailChimp. Instead, we recommend Kit or MailerLite. Learn more about How to Pick the Right Email Marketing Service for You.)
You might also binge past episodes of Novel Marketing and work your way forward. There are nearly 500 episodes, but you can listen at two times speed. It takes practice, but your brain adapts quickly. You can learn a great deal in half the time.
Thomas: We also offer courses. From time to time, we release courses on topics such as launching your book or building a five-year plan. We have others that we do not mention as often, including how to start a writers group and a tax and business guide for authors.
Perhaps you use the in-between time to strengthen the business side of your career. Set up your business accounts. Organize your taxes. Consider whether forming an LLC makes sense. We have a course that walks through those steps with a CPA.
You can also focus on craft. Read books about writing. Study excellent literature. All of that will improve your work.
Step 9: Rest
Thomas: Finally, rest. For everything, there is a season. There is a season to work hard and a season to rest. To learn more about writing and rest listen to our episode on A Method for Restful Rapid Writing.
We want you to remain at 30,000 feet in terms of visibility, but not to burn fuel the way you do during a launch. The goal is steady cruising, not constant sprinting.
Small, consistent actions, like sending a monthly email, keep you top of mind without exhausting you. At the same time, make space for what renews you. Take a trip. Spend a night at a bed and breakfast. Disconnect from the Internet. Do whatever restores your energy.
Book launches are sprints. You need reserves to do them well. Never neglect rest. It is essential.
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