This is the best time to be a writer

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:

Be the Gateway

(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:

Mercury Rev Press Kit

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

 

This novelist had 10,000 book pre-orders because of social media

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!

Breanne Randall

 

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.

Breanne Randall

 

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.

Breanne Randall

 

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:

Breanne Randall

 

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…”

Breanne Randall

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:

Breanne Randall

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:

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

Thanks!

-Dan

Lessons from Emma Gannon’s Success on Substack

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:

Emma Gannon

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:

Emma Gannon

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

A surprising book launch case study

Today I want to share a case study of a book launch with an author I have been working with — her novel will be released in late October. The other day, she and I were reviewing the book marketing plans we crafted, and the early results so far. Her book has been receiving a lot of support, and this was her reaction: “It shook me a little bit. I never had an experience like this before. I’ve had books do well, but never had this success so fast.”

Okay, let’s dig into the book launch case study…

Mary’s Book Launch Plans

I’ve been working with Mary Carroll Moore who will be releasing her novel A Woman’s Guide to Search & Rescue on October 24th. We are still weeks away from release date, and she said “I’ve met my goals of pre-orders already!”

While she has a rich history with publishing books (14 since the late 1980s!), this is her first book in over a decade, and her first novel since 2009. What that means is that this is her first time publishing into today’s marketplace, which is quite different from how books were marketed years ago.

She says: “I’ve been published forever, and now I’m doing so much myself, it’s amazing how much is out there that you can do. I feel like a kid in a candy store.”

What are the results so far? Here are some:

  • Her book is already hitting Amazon bestseller lists in multiple categories.
  • On Goodreads, her book has 19 reviews and 22 ratings so far, with a 5.00 star average.
  • She has a street team with 60 people who are embracing her book and helping to spread the word.
  • She will be a guest on at least 6 podcasts in the coming weeks.
  • Her book has been featured on a #bookstagram tour for her cover reveal on Instagram, ensuring the cover is seen by thousands of potential readers.

But, I would also say that a clear result of her marketing efforts is a feeling of validation and joy that Mary has been expressing — knowing that her book is being seen and embraced. This is what so many authors dream of: to not feel alone in this process, and to know that their book has a viable chance to reach readers who will love it.

What else has Mary been working on in the lead up to launch? So much! When I work with a writer, we use a shared spreadsheet template that I have honed over the course of years while working with thousands of writers. Mary’s spreadsheet is filled with specific ideas and plans, and a clear book launch timeline every week through publication. It includes:

  • Book giveaways
  • Online launch events
  • An in-person launch party
  • Developing a reader guide for book clubs
  • Sharing long and useful posts every week in her Substack newsletter, which she has sent since 2008 on various platforms
  • Drafting emails to her network and beyond that will be sent at different points around the book launch
  • Developing marketing campaign ideas
    Social media posts, including text, photos, videos, and audio

Do you need to do all of this for your book launch? Nope. Mary’s plan is 100% customized for her book and readers, as well as for her preferences and ethos. We are doing what feels right to Mary, because the experience of how you share your writing is an important part of living. I want it to be filled with meaning and joy, and true connections to actual readers.

Oh, and we are also working on marketing plans for her next book after this one!

Key Messages and Understanding Her Ideal Reader

When I’m working with a writer, one of the first things we do is define their Key Messages, and then create audience personas that describe the writer’s ideal reader.

Working with Mary, this process culminated in one of the oddest ideas I’ve ever encouraged a writer to do for the sake of book marketing. Her book features women pilots, and her mother was a pilot, so I suggested: “You should take flying lessons, then use experience, photos, and videos from that to promote the book.”

A few weeks later, Mary was in a plane taking flying lessons! Here she is in her first lesson inside of a Cessna airplane:

Mary Carroll Moore

Now, her reasons for taking lessons go much deeper than book promotion. But it was amazing to see how this random marketing idea that I shared turned into a deeply meaningful life experience for her, and one completely aligned to her book. She says:

“My mother flew everything from Spitfires to four-engine B-29’s in World War II as a Women’s Airforce Service Pilot. She promised to teach me, but four kids and two full-time jobs got in the way.”

She shared how the Key Messages exercise not only helped her frame her book marketing, but understand her own writing in new ways:

“Do you have histories you carry with you, which end up in your writing in some form or another? I didn’t realize, when I started writing my novel about women pilots, that I was retrieving memories of my mom’s life, in an attempt to know her better.”

“It wasn’t until the novel went into publication that I saw clearly its purpose in my life, and that clarity came from my publicity coach, Dan Blank, the guru of ‘human-centered marketing.’ Dan asked me in one of our earliest sessions to find the Key Messages in my story—the meaning or message behind the characters and plot. I came up with some lame responses to Dan’s question, he urged me to dig deeper, and I began realizing the novel was about my history, my desire to get to know my elusive, charming mother on paper.”

“Do we all dig into our history to find material for our writing? Dan’s questions about Key Messages were the startle, the wakeup call, I required to see the connection between my ten years with this story and why I spent those years.”

These insights were all extended to identifying her ideal readers, how to engage them with her Key Messages and book, and where to find them. That is what lead to so many of her plans for marketing and launching her book.

Time and time again, we were uncovering not only new ways to promote a book, but new ways of communicating that felt authentic and meaningful to her. As we explored the connective tissue between her longstanding email newsletter, her Key Messages, and her social media, she concluded: “This has changed my whole view of social media.”

Of course, you can learn more about Mary and her book below!

Thanks

-Dan

P.S. You can find Mary on Substack, her website, and Instagram. Her book is available via bookshop.org and Amazon. You can also find it on Goodreads.

Imagine that one reader…

Earlier this week I was reading advice that Emma Gannon shared about how to get published, and she included this:

“Know your audience. Close your eyes and imagine them reading it. Who are you writing this for? Think of them, or one person, when you’re writing.”

This is what I spend so much time helping writers get clarity on — knowing who their audience may be, and then building a gateway to reach them through their writing. In so many ways, this feels like the central question my work has addressed for more than a decade. I sit in this studio every day, talking with writers and working through this process (and daydreaming out the window.)

Dan Blank

For writers who publish, the work feels complete once it reaches a reader — once your words move someone. Perhaps you are helping them escape to a story, to learn something, to understand others better, or even themselves better through what you share.

  • It’s so easy to feel the gap between these things:
  • The intention you set as you write, with your words moving from inside of you to the page in front of you.

A vague sense that “an audience” is out there, somewhere.
In 2017 I published my book, Be the Gateway, which outlines the premise I use to help writers and creators understand and reach their audience. It is still as relevant as the day I published it, and I often hear from writers who tell me how much it has shaped their career, and the growth of their readership.

Working with writers every day, I focus on the clear actions that can be taken to understand, reach, and connect with their ideal readers. One action at a time. Over the years, I have developed a comprehensive system for this, where we progress step-by-step from defining the clarity and purpose of one’s writing, to envisioning exactly who will appreciate this work, and then to specific ways to reach them.

We break down this much bigger process to moments that feel refreshing. To know how to describe what you create. To know who will most appreciate that. To understand where to reach these people in the marketplace.

This is a process meant to be filled with clarity and joy. One that uncovers what feels right, so that a writer experiences that magical moment of their intention connecting with what a reader so hopes for.

I want to end by sharing 5 things I have learned about the process of finding your ideal readers, after helping thousands of writers do so over the years:

  • Your success depends so much on your own clarity. Invest in your own creative vision. Spend time learning how to describe what you create and why, and how to talk about your writing with others.
  • Don’t wait for others to do this work for you. Yes, you can have partners who help you in this process, but rarely will anyone else just make the process automated and simple. Embrace this as a craft — one of learning how to connect the themes you write about to another human being. Really, it’s a beautiful process.
  • Develop a system that feels authentic and fruitful to you. I have a methodology that I use with writers I work with, but am always looking for ways to personalize it to each writer’s preferences and style. The idea of a “system” is not meant to confine you, but to make this process feel accessible, and that you have a clear path to follow.
  • Recognize and celebrate the readers you do have. It’s not uncommon for a writer to tell me “Oh, I have a very small audience…” and then overlook those people in the search for a larger audience. But you will learn so much by engaging with your existing readership. A nice side benefit: your days are spent in conversation with those who appreciate writing that you love. This is where you will uncover insights about how your writing connects with others, and how you can encourage that to happen more.
  • Show up for the work of connecting with readers. I won’t pretend that every day will give you big rewards, but like any craft, attention to it over time brings experiences that are rare and valuable.

This is the work of recognizing your voice as a writer, for developing that voice, for sharing it, and for connecting it with real people in meaningful ways.

Thank you for writing and creating.

-Dan