Author: Dan Blank

This week, my wife and I are celebrating our 20th wedding anniversary. Two weeks ago, we celebrated my son’s bar mitzvah. In thinking about these milestones, I’ve been considering ideas that can help you feel good about how you share your writing and creative work.

I speak with writers and artists all the time who worry that there aren’t authentic and meaningful ways to share what they create. Today’s essay is a bit more personal than usual, but I promise to include practical insights encouraging you to have permission to share in a manner that feels completely authentic to who you are, and your mission as a writer. Okay, let’s dig in…

Create Experiences That are Authentic to Who You Are

My wife is an amazing artist who continues to learn new skills and grow as a creator. This has not changed from who she was twenty years ago when we decided to design our wedding in a do-it-yourself (DIY) manner.

Okay, let’s get this out of the way first: my wedding had a theme. The theme? Fairies. Yep, I had a fairy themed wedding. It was 2003, and fairies were all the rage, I suppose.

My wife created every detail of the wedding decorations and theme. She spent a year working on this. Let’s take a photo tour of all the decor she made, shall we? We can start with the wings she made for herself, and all of her bridesmaids:

The cake topper:

The fairy house that welcomed everyone:

The name cards that told each guest where to sit:

The photo display:

The centerpieces:

Wings hung everywhere:

She made over 125 fairies — each unique — to give to every guest:

Here’s a closeup of some of them:

For gifts for the bridesmaids, these books were pre-made from the store, but she painted them and filled them with crafty treats!

This custom quilt wall hanging:

This sign for the bubbles handed out to each person for the ceremony:

The guestbook (and sign):

And us!

We created a wedding that felt completely authentic to who we are, and what we wanted the experience to be.

As you share what you create — whether that is developing a public presence as a writer, sharing your writing, or launching a book — I encourage you to do it in a manner that feels authentic to you. Too often, we feel pressure to do things at a “professional level.” Yet, oftentimes that feels hollow, and is completely ineffective. A personal approach can be filled with charm, and that engages people deeply. I tried to illustrate this in my case study last week, where Jessica Elefante sent out these amazing packages of items to promote her book.

When you decide how to share and show up online, don’t make it a copy of a copy of a copy of something that someone else did years ago. Make it your own. And please, don’t half-bake it. Go all in with what feels authentic to what you create and why.

That can sometimes be scary. I’ll be honest, I was nervous about writing this very newsletter, fearing it focused too much on events that you may not care about. But sharing the richness of experiences that I have had is the only thing that is truly unique to me. And you have that same opportunity in what you share, and how you do it.

Ignore Expectations to Honor Your Intentions

My older son had his bar mitzvah recently, and in many ways, it was the world’s smallest bar mitzvah. If you aren’t familiar, a bar mitzvah is typically like many other big events: a ceremony that lasts an hour or so, followed by a big formal party. Usually, the party is exactly like a wedding, with a DJ, lights, music, a fancy cake, seating arrangements, tons of food, and dancing dancing dancing.

But we did something different. The goal was to honor my son and the milestone he was reaching, as well as experience the traditions of the ceremony. In planning for this event, it can almost be defined by all the things we didn’t do, because these things are so often expected:

We didn’t hire a photographer.
We didn’t hire a DJ.
We didn’t hire a caterer.
We didn’t invite 100+ people.

Instead, we meticulously planned for the ceremony itself, with my son practicing for months and months, with incredible support from the temple staff.

We invited just immediate family and my son’s best friends. Those who were able, came and those who couldn’t attend sent generous well wishes. In total, we had 10 people, including my son! Here I am with both of my kids on the big day:

We rented out another room in the temple for a luncheon, had food delivered from an amazing deli, brought our own cake, and… we just talked! It was lovely.

Did we miss out? Did I rob my son of some memorable experience by not doing a huge party? Who knows. Maybe there is some alternate universe where I planned a party that cost $35,000, and I ended up saying, “that is the best idea I ever had!” But that isn’t this universe. We did what felt right to us.

By letting go of the expectations of others, we created a moment that honored our intentions of being fully present for my son, and enjoyed the nuances of this tradition.

In how you create and share, I encourage you to ignore the expectations of others, and honor the intentions of your creative vision. It is unique to you and filled with so much potential.

Thank you for being here with me.

-Dan

Earlier this year, I worked with author Jessica Elefante on preparing for her book launch. Next week, her book is being released. As I write this, there is that anticipation where I am aware of all of the incredible work that Jess has done — for years and years — to build to this moment. And there is that reflection of the unknown… what will happen when the book is available to readers?!

Today I want to focus on a single aspect of her book launch plans.

Before I dive into that, I want to share two other moments that authors I have worked with are experiencing this week. I recently worked with author and illustrator Renée Kurilla, and she shared this image the other day:

That is her with Matthew McConaughey, holding their #1 New York Times bestselling book, Just Because. But that isn’t the only book that she released recently. Her book, It’s Fall!, came out recently, joining her growing list of 10 other published books!

Another author I’ve worked with had a huge week as well. This is the amazing Amanda Montell appearing on the Anything Goes with Emma Chamberlain podcast. If you aren’t familiar with Emma, her podcast is huge, and she has an audience of more than 15 million fans. Amanda is on the right in this image:

Renée and Amanda have each worked so long to create these moments. Their dedication, collaborations, and so much else led here, and to where they each go next.

While the writers I’m focusing on today are having huge moments, I love working with all writers, including those just starting out, or those part way up the climb to where they hope to be. My days are spent with writers at all stages, from just figuring out their message, to trying to get their first subscriber, and so much more. I find incredible value pulling from one experience to assist another. I am in the trenches with writers and creators, and that means I am the luckiest person in the world.

Which brings us back to Jessica Elefante. To be honest, I have no idea what will happen with her book next week, next month, or in the next year. No one does. But I know that she is incredibly talented, has done so much to lead to this moment, and is going to make it fun and meaningful. Her book focuses on helping the reader experience “freedom from influence in a world where everyone wants something from you.” She is a big believer in analog offline experiences that are not mediated by a screen or big tech company. Which brings us to….

This box:

This arrived in the mail the other day. But no, there is not a small pizza inside of it. The blue seal begins to set the tone:

It reads: “You received a PACKAGE! Not an email, notification, instant message, snap chat, text message, tweet, or wall post. But a… hand packed, hand delivered PACKAGE! Snail mail is an unexpected party in a box with NO instant gratification included.”

Once I broke the seal and opened it, this is what I was presented with:

So many fun things! I want to note up front the important detail of needing to break the seal, and to unwrap the book from the ribbon. I love how it forces me to take an action to uncover the mysteries that await. Such a small detail, but critical to making a meaningful experience. It’s like walking through a threshold.

This is a promotional box that seems to have been sent out to a select group of people. Okay, let’s take a look at each item one by one.

We can start with the box itself, and Jess’s handwritten words on the inside: “Made Fresh!! With love. From Brooklyn. Xx Jess.” Again, she is underscoring the point of all of her work: the importance of connections between people that are not mediated by technology. This isn’t a pizza pie, but it was still prepared fresh for me. Her mentioning of place — where she lives in Brooklyn — and infusing it with caring and love, sets a tone for what this is. It’s not a bunch of junk purchased off of Amazon that has a tertiary connection to a theme of her book. Each of these items are custom and are meant to help infuse the reader with an experience that matters.

Okay, let’s start with… the book!

Throughout the entire book are these seemingly handwritten notes:

And I’ll be honest, this one totally tricked me! I thought this was actually her testing her pen in order to write the note to me:

Here is another “detail” that 100% supports how Jess does everything, and all that the book embodies: 12 pages of Acknowledgements!

And she was incredibly generous and kind in the inscription:

Okay, let’s dig into each of the other items in the box. First we have this adorable bookmark, whose thread reminds me of the friendship bracelets that we would make as kids. On the bookmark is the manifesto of the book and how to live:

Next up: the big round sticker! There isn’t any branding on this tying it back to her.

Next we have: the disco ball keychain! One side has her branding, and the other says this:

One thing that I hope is obvious from what she is sharing here is the sense of FUN she tries to infuse with everything. Much of what she is against is truly scary stuff, and it is invasive to our lives. And while she takes those things soooo seriously, her recommendation for a cure is all framed in giving yourself agency, creating meaningful moments, and having fun.

Here we have the patch! And in case you were wondering, Folk Rebellion is a brand she created years ago, and she has now infused that with the work of her book:

Okay, this is my favorite detail of the entire package. Did you notice how when I opened the box, everything was displayed perfectly? That was thought and effort on Jessica’s part (or someone on her team.) There are these little dabs of sticky goo holding everything in place:

So many writers bemoan having to share, they just want to write. But what about all the sticky goo that is required for a successful book launch — have you ever considered that?!

🙂

Okay, next up is a series of small zines:

This is amazing, the first one is instructions on how to make the very zine you are holding!

Look at how adorable and useful this is:

Next up are instructions on how to be a pen-pal! Here is the entire thing unfolded, but you would move through it like a small magazine:

Next up: a guide to protecting yourself from burnout:

Here are the insides:

Next up: a companion worksheet to go with that last zine!

She also included a personalized note, presented as we would have passed notes in class back in the 1980s! I remember there were special ways of folding them, which Jess has done expertly. My favorite detail here is the messy stray piece of loose leaf paper still hanging on for dear life:

When I flip it over, she makes that exact point:

I mean, are you noticing all of the details here? The total alignment to her book and what she is about. How she is thinking of everything, making it feel custom and personal. When you consider your own marketing and publicity efforts, avoid the cookie-cutter strategies. Where you are copying a copy of a copy of something that worked for someone five years ago.

Jess took a traditional idea — sending a promotional package — and infused it with generosity, and meaningful connections to her book. And it worked. Here I am writing about it. Here I am inspired by it. Here I am… a better person for having received this.

Here is the note (I’m sharing it because I didn’t feel it included anything super personal):

Do you see what she is doing there? A couple things: making it feel personal and generous to start. But then: making the ask. Asking me to help support her book. That is so difficult for most writers to do, and I think it is important for you to see that. This is work. It requires effort. Don’t just assume people will support you. Ask!

So much of the work I do centers on the concept of Human-Centered Marketing, and of seeing each individual reader. Jess is truly seeing each person who is a part of her life, and is making them feel special.

Will Jess’s book be a huge bestseller? I don’t know. Has it already been making people feel seen and heard through the manner by which Jess is sharing? Definitely.

Whenever I share a post like this — celebrating the success of a writer — I often hear from others that it has discouraged them. They may tell me that they didn’t get a book deal with Matthew McConaughey; they weren’t hand selected to be a guest on one of the biggest podcasts in the US; they didn’t sign with a publisher who would create a beautiful book for them; they don’t have a budget for adorable pizza box gifts, and even if they did, they wouldn’t have anyone to send them to.

If you are feeling this way, I don’t want you to feel discouraged. I share these stories because I know and have worked with Renée, Amanda, and Jessica. They started where we all start: with an idea, a dream, and that sinking feeling that maybe no one will care. Then, day by day, they got to work, connecting what they create and why to real people, one by one.

What I am trying to share here are three people in the midst of their careers, having fun, and finding new opportunities. Is it all roses and sunshine? Probably not. I’m often in conversations with writers — including successful writers — who are wrangling with issues that feel harrowing, as if their entire career hangs in the balance. And these writers face closed doors more often than you would think. Yet, they persist with their work because they are passionate and focused.

It is an honor to work with writers. And if you are a writer… you are awesome. Keep going! You are my favorite kind of person: someone who has a voice, and will use it. Thank you for being here with me.

(And if you ever want to explore working with me, you can learn more here.)

Thanks!

-Dan

If you are afraid of sharing your writing, you may need to hear this:

• There has never been a better time to be a writer. The world has never been more open to hearing a wide range of ideas & stories, and embracing the voice of each individual — including you!
• There have never been more options for how to publish and share what you create.
• You have so much power, permission, and access to people than writers years ago would have been able to dream of.

I grew up as the art kid, and my entire life has been filled with writers, artists, performers, and creators of all types. My full-time job for the past 13 years has been helping writers reach their readers. Today I want to share why I am so enthusiastic about your ability to create and share — all in a manner that feels authentic to who you are.

But more importantly: this is your time to share your voice, to let your creative vision develop, and fill your life with people who appreciate the themes you write about. I mean, wouldn’t it be amazing to immerse yourself in creativity and experiences around that?

Let’s dig in…

The Way It Used to Be – Always Asking Permission

Have you ever felt like you needed to ask permission in order to create, publish, or share your work? Have you sensed that your writing could only be validated and seen by others if you first worked through a complicated system of gatekeepers who have the authority to let you through or deny you entry, explaining to you that “you aren’t ready yet?”

That is the way it used to be, where you had only one option. A situation where an individual felt locked out of creating, publishing, and sharing unless first being chosen by someone in a position of authority.

Back in 2017, I published my book, Be the Gateway, which helps writers and creators consider how sharing their creative work should be a fulfilling process of connecting people to writing, art, and each other. It’s funny, even now I’m understanding the metaphor of the title more and more. Just this week, a writer shared this photo of my book, filled with post-it notes as reminders of sections she wanted to go back to:

(thank you Wendy Kennar!)

You are a gateway. You don’t need any gatekeepers to allow you to cross the threshold to creativity and sharing what you create.

Now, I want to be clear: I am not implying that gatekeepers are bad. In fact, they are often wonderful supporters of creative work, doing an impossibly difficult job of having to select a tiny fraction of work that they love to support. And for many of them, they have also become educators in the marketplace, trying to help the writers and creators that they can’t actively work with by teaching them skills and wisdom.

Working with these supportive partners is still an a wonderful path that you can take. But you have other options today that writers years ago didn’t.

It is not uncommon for a writer to express to me that they feel they need a credential in order to write. That they need to sign up for a program, take a course, get a degree, be selected by a notable place or person, or win an award before they write their novel, memoir, or nonfiction book. And while those are realistic paths, you don’t need to do them. You can… just write. Period.

Can you — and should you — also edit? Oh yes. Copiously, and sometimes painfully.

Can you work with a support system in that process? Yep. Writing partners, writing groups, or hiring editors, book coaches, or others.

But you don’t need someone’s permission to write. You can just do it. Might it feel better to have a fancy degree hanging on your wall? Perhaps. Sometimes that makes light conversation at a backyard barbecue feel easier. Think of these two scenarios:

That neighbor who never approved of you: “Oh so I hear you are writing now…”
You: “Um yes, I’m writing a memoir.”
The neighbor: (with a judging sideways glance) “Oh. How lovely… let me know how that works out for you. Can you pass the potatoes?”

Vs.

That neighbor who never approved of you: “Oh so I hear you are writing now…”
You: “Yes, I just received my MFA from (super impressive sounding) University. It was an intensive two-year program, and one of my mentors was (well-known and respected author).”

But here’s the thing… that neighbor’s reply will still remain the same:
The neighbor: (with a judging sideways glance) “Oh. How lovely… let me know how that works out for you. Can you pass the potatoes?”

If you want to study writing — great! Go for it! But do it because it aligns with your learning style, and because you want to embrace the craft of writing in that specific manner. Not because you feel the credential will somehow give you validation and permission. Find the path that feels right to you, and fills your life with people who you feel are supporting what you do.

Likewise, many writers feel that they need permission to publish. So many people over the years have told me that their plan is: “Well, Plan A is to query agents and get a traditional publisher. If that doesn’t work, Plan B is self-publishing.”

Each writer can have different reasons for following that progression. I simply want to encourage you to reflect on whether you are seeking a path because you feel you need to be chosen by others, and if you will truly forge your own path if you aren’t. My biggest fear in this scenario is someone not landing an agent or publisher, and then… never publishing, never sharing their writing, and then… stopping writing altogether.

Last week I shared a case study of how Breanne Randall spent a year querying agents, and found hers at the 54th pitch. (This week, she announced that her book hit the New York Times bestseller list, as well as the USA Today bestseller list!) I have profiled other authors who found their agent after 70, 80, or more queries. Or those who only found their agent or publisher on their third manuscript, after being unable to sign with an agent with two previous book ideas.

If that path feels right to you, pursue it. My point is that this is not the only path anymore.

When it comes to sharing what we write, years ago authors had fewer options. They had to rely mostly on big media, prominent reviewers, and avenues where the system was slow and exclusive. While most of those opportunities still exist in some form, there are now many more ways that each writer can share their writing by themselves. This may include email newsletters, online communities, direct outreach, social media, events, and so much more.

Do some writers roll their eyes at this, bemoaning this as an unwanted responsibility? Of course, and I have empathy for that. But what I always consider is this: the person sitting alone in their home, desperately wanting their writing to be seen, wanting to feel that they had agency to connect with others who care about the themes they write about. Today, that person has options that didn’t exist 15 or 20 years ago.

This can apply to how they publish (traditional, hybrid, self-publishing, micro-publishing, etc.) But it also applies to their ability to share their work, to email people, to pitch themselves as guests on podcasts, to join groups, to develop colleagues, and of course, to engage with readers.

Is this “work?” If you want it to be. But these are options that I didn’t have in 1993 as I sat alone in my room with nothing more than a phone to reach out to people far away (paying long distance fees), snail mail, the bulletin board at the local cafe, and the information a reference librarian could give me about how to “break in” to publishing. I didn’t want to “break in” like there is some invisible threshold that a select few get to cross. I just wanted to have a life filled with meaningful moments around the writing, art, themes I cared about, with people who cared about these things as well.

It Used to Be Expensive to Get Seen (And Even Then, it was Fickle)

I’ve shared the story of how I ran a music fanzine decades ago, self-publishing my own magazine where I was able to interview bands such as Oasis, Weezer, Cowboy Junkies, Blur, Stereolab, They Might Be Giants, and so many others.

Do you know a primary way that bands were able to try to reach a writer like me back then? Press kits. I would get so many of these in the mail, vying for my attention: a press release, glossy photo, and photocopies of reviews from other magazines:

Just think of how expensive these were to create and distribute. A band likely would have sold away the rights to their music in order to get on a record label so that they could pay for production, distribution, and publicity through press kits like this and other means.

What did I do with most of these press kits? A quick glance, then thrown in a box.

Likewise, I would receive free tapes, records, and CDs in the mail. I would give a cursory listen to all of them, but in reality, there were more prominent bands that already focused so much of my attention. I would be offered free concert tickets, but again, I was really only interested in bands I had heard of already, and who were getting buzz through other channels.

Were there bands I discovered and enjoyed whose tapes I was sent? Absolutely. The big “win” for them was me writing a 3 paragraph album review in my poorly distributed fanzine. All that effort — all that money, all those hours from the record label — for this tiny mention.

Writers and creators today may share on Substack or social media, and worry that something they shared “only” got 2 likes, or “only” received 1 comment. But that is already so much more than these bands received back in the early 1990s, from a much bigger effort. This is an effort they didn’t control, and if the label dropped them, they lost their ability to reach people like me, even in this fickle manner.

Is it okay for you to not engage in social media, not have a newsletter, not share your writing or creative work at all? Yes, of course. You don’t have to do any of this. You get to choose. You can just write. And I love that you have that choice.

But I always consider that moment when someone wants to feel they have options, that they have the ability to connect with others, to share their work without asking, and to connect with real people in the process. You have options.

You No Longer Have to Recreate the Wheel

One of the most powerful aspects of the tools that writers and creators have is the “follow” and “subscribe” buttons. What do these represent? Someone being able to join you on your creative journey, even between books or projects.

This is important because years ago, a writer may have gotten publicity for one book, but then there would be silence between books. To re-engage their existing readers, they had to hope to get another book deal, hope to get reviewed in a prominent publication, hope to get chosen to be featured in a big literary festival.

With every book, they had to start fresh in reaching their audience.

But now we have Substack, Patreon, social media, events, email, and so much else to stay connected with readers. You can build upon past success more easily, and stay connected with people before/during/after you share your writing.

This is the best time to be a writer. Does that mean that everything is perfect? Of course not. In particular, I feel that AI is going to radically change the marketplace around writing and creative work. Every week there are new headlines about how that is reshaping industries, including publishing.

Yet every day I see writers connecting with readers in powerful ways. And I am reminded: this is a deep human need, and one that will not go away anytime soon.

My family has been to the New York State Renaissance Faire many times. The first time I was there, I noticed this little semi-circle of benches off to the side in a patch of the woods. In the center was a storyteller. Just a guy with a booming voice, telling old-fashioned stories.

I was transfixed.

I sat there, listening to stories, as did many others. And every year we went back, I made sure we had time to sit in that little alcove of trees to listen to stories.

If you have a story inside of you, I encourage you to develop it. To publish it. To share it.

Thank you.

-Dan

 

Today I want to share a case study of an author who released her debut novel this week. Her name is Breanne Randall, and she just published The Unfortunate Side Effects of Heartbreak and Magic. Some highlights:

• • She is reporting more than 10,000 pre-orders.
  • She attributes the majority of her pre-orders as coming from social media.
  • 300+ reviews on Goodreads before publication.

• 23 reviews on Amazon within the first day of publication. (61 reviews four days later.)
• The physical book hit #48 in Paranormal & Urban Fantasy (Books) category and #53 in Romantic Fantasy (Books) in the first day on Amazon.
• Each video she shares on TikTok gets thousands of views, and she has 37,000 followers.
• Over on Instagram, some posts are getting tens of thousands of likes, and she has 70,000 followers there.
• She has gained more than 7,000 email newsletter subscribers.

And here is some of the backstory that led her to this moment:

• This has been a 10 year journey for her.
• She has written 3 previously unpublished books.
• She’s received (and persisted through) 500 rejections.
• She queried her current book for more than a year, to 54 agents, before signing with one.
• She said, “There was exactly one time I felt like giving up, and I got an offer of representation about a week later. Glad I stayed the course!”

With so many reviews up on Goodreads before publication (335 full reviews!) it is a good reminder of how much marketing happens prior to book launch. For many years, I have talked about how I prefer to work with an author on a book launch 12+ months before their publication date. This isn’t a hard rule, but today’s case study is a great illustration of all that can happen before your book is out in the world. Breanne herself said that she feels “the best time to market a book is while you are writing it, or before you’ve even begun writing it. What this allows you to do is bring your readers on the journey with you and build a community as you’re going.”

Today, I simply want to share some things that I’ve observed as I’ve watched her launch this book.

(NOTE: In my analysis, please keep in mind: I am celebrating what she is doing and her success. I am simply trying to understand what tactics and strategies she is using as a way to analyze what may be helpful to other writers.)

Let’s dig in…

Social Media Growth

From what I can tell, Breanne started on Instagram in November of 2018. Her first posts were all baking related!

 

For more than 3 years, her content focused on “recipes, remedies, and more,” and I see a lot of photos of her family and home life. In the 2019/2020 timeframe, she mentioned that she had 11,400 followers on Instagram.

In early 2022, she began to share about writing and reading more consistently.

 

Then, in late 2022, almost a full year before the release of her book, she began talking about it. This coincides with her starting on Tiktok in October of 2022, with a similar video. Her first TikTok video seemed to go viral, with 4,900 likes and more than 300 comments.

From then on out, most of her content focuses on her book and process as a writer.

Why does all this matter? A few things I’m thinking about:

• She hasn’t spent years becoming a “book influencer.” She shared as many people do, focusing on the inspirational moments of life, her interests, and trying to help others.
• She has been promoting this book on TikTok and Instagram for a solid year. Post after post after post. I’ll talk more about the specifics of that below, but it’s worth pointing out. So many writers say to me, “Oh! I don’t want to start talking about my book too early, people will get tired of it.” But Breanne’s story is a powerful example of how sharing early and often can really pay off.

She reported 17 days after starting on TikTok that she already had 3,500 followers, and it was all due to people really resonating with the description of her book.

 

There seems to be some overlap in content between the two platforms, but in mid-2023 she began posting collage videos primarily on Instagram. It’s neat to see all the different styles of videos she has tried over the years, honing her skills, messaging, and connection to her ideal readers. This is work, and she is putting in the time to go from good to great.

Throughout this year, she has been reporting on a wide range of data illustrating her growth: newsletter subscribers, TikTok followers, and how many times her book was added to shelves on Goodreads. Here is an example of one of those updates:

 

From what I have observed on her TikTok, this is the progression of pre-orders for her book that she has reported:

January 26: 179
March 16: 600
March 18: 1,100
April 15: 1,300
April 18: 1,500
May 18: 1,863
May 24: 2,000
June 11: 2,500
June 21: 3,500
June 30: 4,000
July 16: 4,600
July 24: 5,418
Aug 4: 5,640
Aug 18: 6,700
Aug 31: 7,455
Sep 6: 8,300
Sep 17: 10,000
Sep 19: over 10,000

Defining (and Repeating) Her Key Messages

When I work with writers, I talk a lot about defining your Key Messages. These are a series of messages that define what you create and why.

Breanne’s first TikTok asks, “Would you read a book that’s like Practical Magic meets Gilmore Girls?” That is a line that she will repeat again and again in the next year. So much so that it has become the primary way she refers to her book, instead of the title. I assume she has found that it is a powerful way to hook people into her story. So she will say less often, “My book, The Unfortunate Side Effects of Heartbreak & Magic.” Instead, she will refer to it more often this way: “My Gilmore girls meets practical magic book…” or she will add the word “witchy” in front of it, “My witchy Gilmore girls meets practical magic book…”

Another Key Message I see her using is about the journey she’s been on as a writer, how long she has been at it, how many rejections she has received, and how she has persisted. Phrases I see again and again:

• “I almost gave up.”
• “I didn’t give up.”
• “I had hundreds of rejections.”
• “I wrote 3 others books before one sold.”
• “This took 10 years.”
• “It has taken me 12 years to reach my dream.”

This backstory quickly communicates to the viewer that by supporting her, you are supporting writing, art, and creativity in general. That you can be a part of helping to make someone’s dream come true.

Another Key Message I see her using is celebration, and including the reader as an important influencer in her story. She has been sharing the pre-order numbers as they grow, and will often say things like:

• “This is all because of social media.”
• “You made this happen”
• “YOU are the ones making my dreams come true!”

In January, she reported 179 pre-orders on the first day it was available. Throughout the year, she has updated that number again and again. I mean, what a fun journey to go on as a follower of hers! This is what most people dream of, that they create something, and that it resonates with people, and grows and grows.

Analyzing the Video Style That Works Best for Breanne

How she shares is clearly an important part of how she is engaging her fans, and gaining new ones. Many of her videos have text on the screen, music playing, and she doesn’t say anything. Instead, we see her express reactions to what is happening with her book. So in this 6 second video, this is a snapshot of some of her reactions:

This fascinated me as I considered why these videos were so effective for her. These authentic expressions of emotion are so powerful. Reading her words, and then seeing her express (what looks to be) feelings of shock, gratitude, amazement, humbleness, celebration, etc. — these are things that we all want to feel, and that we want to be supporting in others.

There is so much to learn here. What she shares is a wonderful example that you can create short videos that don’t require you to talk. Focus on clearly communicating your Key Messages, and then connect on a human level. If you have followed my work for any amount of time, you may remember I have a phrase that explains my ethos of Human-Centered Marketing. It is putting the connection between people first as we share what we create. Breanne does that in such an amazing way.

She has many other ways that she creates videos on her TikTok and Instagram feeds, and each feels like they could become their own case study in how writers can show up for readers online.

Are there other things Breanne and her team have been doing to ensure this book reaches readers? Of course! But from what she has shared, she has said that social media is the primary driver behind pre-orders and awareness of her book, so I wanted to do a case study on that today.

You can find Breanne and her book in the following places:

• The Unfortunate Side Effects of Heartbreak and Magic
• breannerandall.com
• TikTok
• Instagram

And here are some other recent case studies I have shared:

• How I Became a Substack Featured Publication
• This author traveled 9,000 miles to 21 bookstores in 3 weeks
• A surprising book launch case study
• Lessons from Emma Gannon’s Success on Substack

Thanks!

-Dan

Emma Gannon has a powerful story of how writing has not only become central to her life, but the primary way she earns a living. To me, her story embodies the ways that newsletters (and Substack) have empowered writers. Today I want to share some lessons I have been considering as I watch her find more fulfillment, growth, and connection with others through her newsletter.

Recently I ran a workshop focused on helping writers get started on and grow their Substack newsletters, (you can purchase access to the recording here) and I wanted to fill the presentation with real-life examples. In the end, I included more than 50 of them. But one name came up again and again: Emma Gannon.

Back in 2021, I interviewed Emma for my podcast and it was an amazing conversation. She talked about how she was “rejected once a day” from magazines she submitted work to, only to find that people loved her writing that she shared on her blog. Now that work has extended to her Substack.

If you are a writer who is looking to:

• Find a way to share what you write and why, without the unending pressure of social media
• Be a part of a platform that has huge growth at the moment specifically for writers
• Focus on writing first, and be known primarily for that
• Be engaged in a community of writers/readers
• Earn money from your writing

Then please keep reading!

Show Up For Your Writing (and Readers) Consistently

Sorry to begin with a bummer, but Emma didn’t just start her newsletter (called The Hyphen) a month ago. In fact, she started her blog back in 2009. I’m not sure the exact date of her newsletter launch, but she has said that by March 2022 she had 8,000 subscribers on another platform, which she then moved to Substack.

A year later, her list had grown to 20,000 free subscribers and 1,000 paid subscribers. Today, she seems to have around 30,000 subscribers overall, with enough paid subscribers to make this her full time job, earning six figures just from Substack.

This is a series of Instagram Stories she shared back in 2021, long before she moved her newsletter to Substack:

Here she is encouraging people to sign up for a newsletter that is about to go out. Then a few hours later, she shares a link to newsletter itself. After that, a reminder to subscribe if you want to see future issues. Why do these screenshots matter? So many reasons:

• They illustrate that she has been slowly honing the craft of communicating what she writes and why, and how to get involved.
• She has become comfortable encouraging readers to join others in her readership, and not miss out. So many writers worry about this, calling it “self promotion.” But it’s so much more meaningful than that. I love seeing when a writer shares their work in a way that feels genuine and welcoming.
• To give you an opportunity to engage with her around her writing.
• The before/during/after of the three images above show the many opportunities we have to share our work.

It’s so easy to look at Emma’s success today on Substack and try to refine it to simple questions of: “Emma, what is your best trick for getting more subscribers?” Or “Emma, if you were to start again today, how would you get your first 1,000 subscribers?” These are all good questions, but often queries like this are trying to distill years worth of work down into a simple action or two.

One of the most common challenges writers tell me about when it comes to newsletters is being consistent. They fear committing to any schedule at all, and the schedule they tend to envision is sending a newsletter infrequently.

If you want to share your writing and connect with people, commit to showing up for that writing and your readers. Not only may it lead to the growth you seek, but it will fill your life with writing and readers!

When I help writers with this, we get clear on the themes they write about, and create a practical editorial system whereby they plan some newsletters ahead of time, while also keeping the process loose enough so that they can write in the moment.

When you zoom out from Emma’s newsletter, what else do you see? The myriad of other ways that she has been creating and sharing over the years: her incredibly successful podcast, her many published books, her essays published in a variety of well-known publications, and so much more. I don’t say this to overwhelm you, where the only rational conclusion is, “Oh, I can’t do all that.” You can do your own version of what feels authentic to you. I share this because I want to honor that this work takes time. It is about showing up to create. It is about sharing your voice. It is about connecting with readers in meaningful ways.

You can start small. But as best you can, try to show up consistently.

Go All-In

Earlier this year, Emma ended her podcast, which was called Ctrl Alt Delete. Why is that a big deal? Because she had published 400 episodes over six years, reaching 12 million downloads, interviewing incredible writers and creators in the process, and she has said, it “made [her] really good money.”

Later in the year, she doubled down on Substack further, putting almost all of her content behind a paywall. She explains:

“The main thing for me is putting everything behind a paywall. Then it is clear that paying subscribers get access to everything… I made a decision after a year of Substack, that I wouldn’t write for free anymore. I have spent years writing for free at this point, and so I made the choice to focus only on my members. (I also offer a small handful of complimentary subscriptions to those who genuinely cannot afford it.)”

This sounds super empowering, right? A writer who is making a bold decision to get paid for their writing, and to deeply connect with readers? But that doesn’t mean it is easy to go all-in like this. This is a Substack Note she shared not long ago:

Wrapped up in all of this are decisions around what she creates, where she shows up, how accessible she is, how she earns a living, and how she is known. That is a lot! These decisions aren’t easy. And so often (as Emma writes so deeply about), they can impact our sense of identity in unexpected ways.

What can “going all-in” look like for you? So many writers I speak to feel that they are on a hamster wheel of trying to keep up with it all. They have read enough advice on the internet to try to do a million things at once. Perhaps that means trying to post to Instagram, LinkedIn, Facebook, Threads, Bluesky, and 3 other places all the time. And they are feeling diminishing returns on that effort, as if the more they put in, the less they get out of it.

But what if you picked one or two primary channels, and went all-in on those? Instead of trying to become amazing at 5 or 10 things at once, you focused all of your energy on just 1 or 2 places? How would that feel? How does that allow you more time and attention to experiment, to learn what works, to connect with others, and to — dare I say — have fun in the process?

Focus on the Community That Fuels You

This feeling of trying to keep up with social media, only to have it sap you of creative energy is common. I mean, we call it “social” media because it should be filled with a real sense of actual connection to others, right? For Emma, she seems to be fueled not only by her writing, but a meaningful connection to readers. Here she explains why moving most of her content behind the paywall is a powerful way to connect with others:

“I feel it fosters a real sense of community when it’s not accessible to just anyone (i.e. random strangers/trolls who just want to be annoying lol). If you become a member, you get access to entire hub and back catalogue and you’re ‘part’ of something… This has increased my paying subscribers, because otherwise there’s not much point in subscribing to The Hyphen tbh, it’s all about what you get as a fully-fledged member. (Giveaways, personal posts, threads, link round-ups, the comment section, everything!)”

She does exactly what she says: she makes her subscribers feel like a community. Her welcome email to me says: “You are now part of the community! This means a lot; you are supporting my work and enabling me to bring people together during a time that feels rather uncertain. Please do say hello & introduce yourself here (if you feel comfortable doing so)” … and she provides a link.

If you feel spread thin about what you share and where you share it, Emma is an incredible inspiration for focusing on what matters most to you, and focusing only on that. She says:

“Substack is not only a place not to freely write, but a place to build community. That is what was lacking, for me. A place to bring everyone together.”

Be Clear About Your Values

When I work with writers, I take them through a process of defining their values and messaging, which I call Key Messages. In following Emma for so many years, I have seen her resist being pigeonholed by one monicker or identity. Yet she always seems absolutely clear about her values and mission as a writer.

This means she can evolve and change as a human being, and that allows her work to evolve in a manner that feels authentic.

So many people try to shove themselves into a box creatively. Sometimes we justify this as “branding” so that marketing somehow seems easier. I grew up as an artist, my wife is an artist, and something I have always loved and celebrated is how those who create can — and should — change and evolve over time.

Emma shifts as she feels she needs to. From nonfiction to a novelist. From a podcaster to not. She is many things all at once, and honestly, aren’t we all? How she describes her process:

“Stick to your themes. I write about careers, books, creativity, wellbeing and digital themes. I don’t really go outside of this. It’s not necessarily about having ‘a niche’ but it is about sticking to your themes, otherwise it’s difficult to attract your audience and have them stick around.”

I encourage you to define your values to help you write and share in a way that feels meaningful. I shared a tutorial on how to do this a few months back. You can read it here.

Be a Narrator of Your Own Journey

Emma is an incredible narrator of her own journey. So often, she says things out loud that resonate with others in a powerful way. This is not easy — not by a long shot. In the process, not only is she able to present herself as she is, but she can shape how she is known, and inspire others to find the path that is right for them.

Emma is honest in sharing the different paths her journey as a writer takes, and why she makes the decisions she does. In doing so, she is taking us behind-the-scenes in a way that is rare and nuanced.

So often, a writer will tell me a version of: “Oh, I was raised that it is not polite to talk about yourself.” Yet, I find that when we share what we create and why, we not only make people’s lives better, but we are able to represent and advocate for ourselves in beautiful ways. Emma says of her focus on Substack:

“I feel fed and nourished on Substack (from both writing and reading) — I didn’t realise how starving I was for this sort of content back in my life.”

She has been embracing not only her newsletter, but being an advocate for Substack itself. I mean, that is the very position I find myself in right now, and in so many conversations with writers. Even though email newsletters have existed for decades, Substack has reframed them — and expanded them — in unique ways. A lot of people don’t say, “I’m launching a newsletter on Substack,” but rather, “I’m launching a Substack.” For her part, Emma has become something of a Substack celebrity for her success on the platform. And that story — that narrative — is one that reflects so much of who she is.

This isn’t “promotion,” it is more of an authentic reflection of finding a path that feels right. As she describes it:

“I no longer scroll through social media because my inbox is now an incredible place to read things. “

Don’t Be Afraid to Get Paid

Many writers tell me that they don’t have a desire to get paid for their newsletter, they simply want subscribers. Substack — and Emma’s success there — has been changing that narrative. Within 18 months of moving to Substack, she earns a six figure income through it. She talks about it as her full-time job now.

In the past, she has talked about how much less risky it was to have a multi-faceted career (and income streams) than a day job, because at the day job you can get laid off at any time. Today, she has more than a thousand people who pay her, and each of those people is making a clear choice to support her.

I see her taking a lot of actions to encourage growth, including promotions and discounts, and providing limited time access to some articles, or putting up a paywall midway through an article. I think this is actually how I converted to a paid subscriber, the intro to her post was so good, I just had to read the rest of it!

You don’t have to start a newsletter with the goal of getting paid, but I want to encourage you to be open to the concept. You may be surprised to find that people want to support your writing in this manner.

Of course, Emma shares a lot of advice about Substack, and I encourage you to check out her work!

It has been so inspiring to follow her writing and see the decisions she’s made over the years. This is why I have embraced Substack and teaching writers how to find success on it. If you want a guide to help you either start or grow your Substack newsletter, you can purchase access to my workshop here: Launch and Grow Your Email Newsletter On Substack.

What writers have been saying about the workshop:

“Goodness, I took pages and pages of notes! I appreciated the insights about frequency, content, and making it sustainable.”
– Barb Mayes Boustead

“This workshop was very informative! Dan shared his 18+ years worth of knowledge and experience writing newsletters.”
– Colleen Olle

“Overflowing with practical information, but also inspiring and encouraging. He always makes me believe I can do this stuff. I’m full of excitement for my newsletter!”
– Judy Reeves

Thanks!

-Dan