“I grew up with a sense that writing was dangerous.”

When I asked author Jasmin Darznik if she had a sense of permission to create when growing up, she replied: “Not at all. It’s not even that I didn’t feel permission, I felt prohibition.”

In working with writers and creators to help them feel a sense of clarity in what they share and how they connect with their audience, something I think about a lot is perseverance. When I was younger I was a long distance runner, and the concepts of endurance and stamina are things drilled into my mind. Mile after mile.

I think this is why I am so fascinated with stories of those who create. I was listening to an interview between Conan O’Brien and Tom Hanks the other day, and Conan was explaining how in his four years as a writer on Saturday Night Live, he had never seen a host work as hard as Tom Hanks. He described how all of the other guests would pop into the writers room, then go out to dinner. But Hanks stayed all night with the writers, working out ideas for sketches. He said of Hanks:

“Everyone else would dip in and out. You were alone in your dedication in making it a great show. You are an example of someone who… it’s not an accident. I can’t believe how hard you worked.”

That phrase, “it’s not an accident” is part of why I’m so enamored with the lives of those who create and share. A question I’m always exploring is: if the process is difficult for everyone, what leads to success?

Jasmin DarznikSo today I’d like to talk about Jasmin Darznik and her journey as a writer. There is so much in her story that resonates deeply and serves as an inspiration for what it means for each of us to find our own paths to develop our creative vision and ensure what we create connects with others in a meaningful way.

She published her most recent novel earlier this year, The Bohemians, and it currently has more than 400 reviews on Amazon. Her previous novel, Song of a Captive Bird (292 Amazon reviews), was published in 2018. This was a creative shift from her first book, the memoir The Good Daughter: A Memoir of My Mother’s Hidden Life (187 Amazon reviews), in 2011.

Why am I sharing the number of Amazon reviews for each book, especially after I wrote last week about focusing on the depth of connection, not the breadth? It’s simply a way to illustrate that Jasmin’s work has been finding an audience. She is someone who consistently engages readers. Jasmin is developing her body of work, year after year, one book at a time.

It didn’t start out this way. Growing up, this is what framed Jasmin’s experience with writing:

“I kept diaries when I was little, which my mother habitually read. So it was a creative act, but it always accompanied by the potential for some kind of punishment or shame. How can you be honest in a diary when you know that’s going to happen? From when I was 8 years old. I grew up with a sense that writing was dangerous. Yet it was absolutely something I was drawn to. My attraction was to books and writing.”

Born in Iran in the 1970s, Jasmin immigrated to the United States when she was five. Her parents were a nurse and engineer in Iran, and when they arrived in the US, they bought a small motel in California. Jasmin spent a lot of time here, and described it as “a scary place” that also provided material for her future writing: the characters, place, and situations she would observe.

She knew her parents expected her to get married young, and this pressure helped fuel her move into academia. She had a teacher who encouraged her to write, someone who still comes to all of her book readings to this day. She studied English at UCLA, then went to law school. But here, she made a creative shift:

“It was very clear I didn’t want to practice law. I was applying to graduate schools in English. While everyone else was applying for internships at fancy law firms, I applied for a semester studying creative writing at Harvard. I was planning my escape, my exit. I took some graduate courses in English at Berkley. That is where I feel like my life began. I got a fellowship, was able to move across the country to Princeton, NJ. It felt like a move toward independence.”

Even then, writing did not seem like a viable option for her career. In her early 20s she hoped to become an English professor, saying, “I definitely did not think I was going to be a writer, I was still a decade away from thinking that was a possibility for me.”

Then writing became her escape. “I began taking a creative writing class [at local bookstore Book Passage.] That wound up being the beginning for me as a writer. I was in that class for two years, 10 weeks at a time. It was once a week on Friday nights — I lived for those Friday nights. I was so happy to be with other writers and in a place to be seen.”

“What surprised me a lot is that people were interested in [my writing.] I did not think I had stories that would be interesting to anybody. It was the women in the workshop and my instructor who were so encouraging and genuinely interested in the stories I was telling. That was transformative.”

She was encouraged to develop her writing more and more, and to try to get stories published in local newspapers. When her first piece was published in a small local free paper, she said, “I felt like I had made it.”

Jasmin described how the process of sharing fuels the creative process:

“I was lucky that I had someone early in my writing who was telling me, ‘publish.’ One of the things it teaches you is to finish things. Knowing you will submit it, makes you work harder on it. Getting in the habit, finish it, send it out. You are in the game now.”

From there, she got an agent, published a memoir, and then a novel. She and I worked together as she prepared for the release of her latest novel, The Bohemians. Part of that work was developing her social media presence, which she dove into. I asked why she continues to share so much and she replied: “I love writing.” She views social media as a way to write and publish even more frequently, especially since a book can take years to write and publish.

>For The Bohemians book launch, she focused on publishing essays and meeting with book groups. She does quite a few of these each month and described the experience this way: “I’ve enjoyed some of those conversations more than anything else in my career.”

You can listen to or watch my full conversation with Jasmin here:

You can find Jasmin in the following places: her website and Instagram.

Thanks!

-Dan

Marketing is about connection

I read this update on social media from writer Andy Dehnart recently:

Andy Dehnart“A few months ago, I started querying literary agents to find representation for the book I’m working on… This week I received my fourth consecutive rejection. Four pitches, four rejections… I’m sharing this because, when an agent does say yes, I don’t want it to seem like it just magically happened. There’s a long, sometimes challenging path to that point. Likewise, my book, once written, will seem like it arrived fully formed, but there will be 15 years of work there: on and off, false starts and abandoned approaches, anxiety and excitement, revision and rewrites. But this is all the work, and it’s the fun part.”

This will feel familiar to anyone who tries to share what they create. For you, it could be the sense that you share something on social media, and get no ‘likes,’ that you host an event and no one shows up, or that you launch a newsletter, and nobody subscribes. Or it could be 1,000 other efforts you make to create and share, which seems to garner no interest.

But that isn’t the case. As Andy says, this is the work. The work of how we create and share, but also how we have a positive impact on the lives of others. It’s how we develop our craft, create meaningful experiences with others, and develop a sense of personal fulfillment in the process. Even when it seems like nothing is happening, you are making progress.

I recently interviewed author Janae Marks and she shared her own version of this story:

Janae Marks“For the first book, I think I queried 60 or so agents, and all of them rejected it. For the second book, I didn’t even query it because as I started to revise it I realized I didn’t like it that much. But I workshopped it a lot. For the third book, I had the opportunity to write a book for a book packager, which ultimately didn’t go anywhere. That took a lot of time to write and revise. Maybe I queried 70 agents total for these first three. For my debut, I only queried like 15 people before I was able to get an offer.”

Her “debut” novel was the fourth book she wrote, and it received an incredible reception: 900+ reviews on Amazon, starred reviews from major media, and selected as a must-read book by many organizations. She described the process of sharing her work like this:

“Sometimes you feel like you are shouting into the void, you wonder, how do you stand out?”

Surprisingly, she described how grateful she was that the first 3 books didn’t work out, because it allowed her the time she needed to create an even better book for her debut novel.

So often, when it comes to how we share, we focus on the numbers. How many followers, likes, subscribers, reviews, and more. But marketing is not about numbers. Every time I send this newsletter, people unsubscribe. Every single week, and I’ve sent this out every week for 15 years. Is that a failure? I don’t think so.

The other day I received a lovely note from someone telling me they are unsubscribing. What did I feel as I read it? Joy. Why? Because their reasons were so clear. They said:

“I just unsubscribed — but I want to tell you how much I enjoy your work. I just started grad school toward my MA in creative writing, and am thinning out my inbox in order to stay sane… but I still listen to you every week on the podcast!”

How could I feel anything other than gratitude for their support and joy that they are focusing their attention on what will lead them to fulfillment?

Let’s compare that with another note I received recently. Someone had reached out saying that he has subscribed to my newsletter for nearly 15 years, and he appreciated my dedication. He first subscribed when we both worked for another company, but in offices halfway across the country. We’ve never met in person, but he’s emailed me several times over the years.

I can’t express how much that means to me. Those who subscribe to you aren’t a number, they are a person who is making a decision about who and what they engage with. That subscriber’s name is Charles W Johnson, and his photo is to the right. When you consider what it means to share your work, always remember that each of those numbers you see on social media represents a real and complex person. Someone’s decision to stay subscribed or unsubscribe is their own, and one that metrics can never fully reflect how your work has impacted them. I asked Charles via email why he keeps reading my work, and he said this:

“I keep reading because I not only enjoy it but I’m a writer too. I have an English degree from DePaul, I used to write a blog with the Chicago Tribune and I always learn something.
I’m from the south side of Chicago, we are loyal to what we like”

One person receiving an email I’ve sent out each week for 15 years. That’s amazing.

I received something in the mail the other day, this brand new cassette tape:

This is the first new cassette I’ve purchased in more than a quarter century. I’ll bet you may be surprised that anyone even makes cassettes anymore, but evidently, they do!

This is a new release from Skeme Richards, a DJ that I have interviewed on my podcast not too long ago. Releasing music on cassette would seem to go against all the popular trends of going viral through digital media. It is limited to 200 copies, required me to wait a week or two to receive it, and cost $15 plus $6 shipping. Is a cassette the most efficient way for me to listen to this? Um, nope.

Everything about this release focuses not on breadth, but on depth. It’s not about how many people it can reach, it’s about reaching the right people in the most meaningful way. Skeme’s tape sold out really quickly. I imagine those who purchased it include his biggest fans, those who have a cassette deck, like vintage tapes, or simply want to support Skeme.

These are not just random people culled from his social media stats. They are individuals who are engaging with Skeme and his music in a meaningful way.

As you consider what it is to create and share your work, I encourage you to focus on the individuals who support what you do. The names, the faces, and connect with them in a manner that develops meaningful experiences, not just social media stats.

Thanks!

-Dan

How to get people to buy your book

Okay, so today we are going masterclass level into the topic of launching a book. And we have a guest instructor, New York Times bestselling author Jessica Lahey. I recently interviewed her for my podcast, and we dug deep into the topic of promoting a book. This is our second interview, the first focused on this topic as well. You can watch or listen to our new interview here:

And here is a link to the first interview from 2019.

In the first interview, one of the topics we zoomed in on is what happened after a celebrity, Kristen Bell, shared Jess’s book with her 10+ million followers, plus all the ways she is promoting her first book, The Gift of Failure, years after publication.

In our most recent interview, we focused on the launch of her new book, The Addiction Inoculation. Okay, let’s dig in…

“That’s how you get a book to continue to sell, you continue to talk about it.”

Jess shared the advice her editor Gail Winston gave her: “Books that continue to sell that are books by people who are out there talking about them and speaking.” So Jess made this the primary focus of her career as a writer, to always be out there talking about her books. This is part of why speaking is at the center of her focus. If you go to Jess’s website you will see the many speaking engagements she has booked from now through the end of the year, and into next year.

Another motivation is something she knew was a reality for many seemingly successful books: “A lot of books hit the bestseller list for a week or two, then go nowhere”

How did Jess prepare to have a book whose sales life would sustain well beyond launch? This is an example of one tactic: “I sent these letters out to thousands of school administrators, hand-written and signed personalized letters to school heads, principals, and superintendents. I was very systematic about putting that all in place before the book ever came out.”

She was working to get the books into the hands of people who it would matter most to, and who could possibly hire her for speaking. If that sounds like a lot of work, that’s because it is.

Was Jess out there yelling “Buy my book!” to the same group of followers on Twitter? Nope. She did deep research figuring out who her idea audience would be. She found ways to connect with them and ensure they became aware of her book. She followed up and got inventive about ways of getting in front of her audience.

Generosity and the Personal Touch

If I had to pinpoint what Jess’s go-to book marketing tactic is it would be this: generosity and the personal touch. Let me give you an example. Years ago Jess was interviewing Adam Savage for a magazine profile on him. Adam was the co-host of MythBusters and has more than 5 million YouTube subscribers. Jess had a 2 hour interview scheduled with him, and she brought him a gift. But not just any gift, she considered a gift that would be:

  • Meaningful to him
  • Meaningful to her

Adam has a well-known maker workshop, and is fascinated with design fabrication both new and old. Jess pulled out a vintage sheet of Letraset letters that she had from her father and gifted that to Adam.

I asked Jess why this felt important to do. Why did she go out of her way to give Adam this gift when it would be so much easier — and accepted — to just show up and do the interview. Why give the man who has nearly everything… one more thing?

She explained that you do it to share something that lets them know that you understand them as a person. And it helps if the gift is also special to you. She had given Adam the last perfect piece of Letraset she had from her father. She is giving a story. She described it this way:

“The best gifts provide a story of the things we carry with us, who we are, where we come from.”

The gifts should never be lavish. You can go on eBay and buy a brand new package of vintage Letraset for a few bucks. But it is about more than the money. It is about the connection that happens when you share something meaningful.

Jess does this with so many people she comes in contact with. In our interview, she shared details of the specific gift she shared with those who provided a blurb for her book, and the process she goes through to make sure each is personal. In our previous interview, she described the importance of thank you notes for similar reasons.

She Gave Away Her Content, and It Cost Her $10,000+

As we talked, we went through Jess’s career step-by-step. We had gotten to the point where she was getting paid as a writer and getting paid as a speaker, and she then launched her podcast, #amwrting with KJ Dell’Antonia (and now Sarina Bowen.) The podcast is basically giving away free content. I asked her why make this move just at the point when she was getting paid for all she creates?

She replied that not only was she working hard to give away her content in the podcast, but that she KJ each sunk more than $10,000 each into the podcast in the first couple years. This was costing her money.

Why do that? For the reasons why so many authors share on social media, blog, create videos, podcasts, and so much else. Because it provided a fun way for her to collaborate, to meet people who inspire her, and to learn. They are now 284 episodes into it, and it’s an incredible resource.

She Got a Team

What comes across so clearly when I speak with Jessica is how hard she works, and how active she is in reaching out to new people and engaging with her sizable network. Yet Jess hired an outside publicist to promote her new book, even though she also had an in-house publicist from her publisher.

She shares the details in our talk, but what was so interesting to me was how clear she was about why she hired the publicist and how it was part of a larger cohesive strategy. Jess knew that her in-house publicist would be working on very specific things. And she knew that she herself would be doing major outreach for the book. She hired the publicist for a focus and reach that she felt all the other efforts wouldn’t get on their own. Together, in a team effort, she had carefully considered the many ways that her book could reach readers.

Focus on What You Can Control

Our conversation ended with an incredible story. Jess shared that a “massive philanthropist” learned about her book and asked what he could do to be supportive. Jess’s answer was a little surprising. I mean, let’s think about this… say you have a book coming out and someone who seems to have significant resources and an amazing network offers to help. What do you ask of them? Let’s just brainstorm some ideas:

  • “Um, can you text Oprah right now and tell her about my book?”
  • “What celebrities or influential people do you know that you can share my book with? Because many of them have podcasts with millions of listeners that I could be a guest on, or perhaps they would share the book on social media to their millions of followers.”
  • “Can you get me speaking gig at the following companies: ________?”
  • “Can you fund a major promotion for the book that would ensure it reaches thousands of new readers?”

I would bet that for many of authors in this situation, they would hope for support that leads to an exponential impact in terms of new people learning about the book. Jess instead decided to stay focused on a tactic she was already doing. This is how she described it:

“This philanthropist bought me 100 copies of my own book and had them sent to me so I could send them to school leaders, which is what I had been doing. I’m doing it in batches because it takes a lot of time to wrap up and send 100 copies to school administrators. When I hear back from school administrators, I email [that philanthropist] every time and say look at what you helped me do.”

This is so much work. She has to identify the places to send the book, get a spreadsheet together, wrap each book, write a personalized note for each one, mail them, follow up with them, then send a thank you note to the philanthropist. One hundred times.

When I asked why this was what she suggested as a way for the philanthropist to support the book, she said: “Those things create investment. The more people feel they are involved in helping, the more invested they are. It is us having a mutual goal toward something.”

You can watch or listen to my chat with Jessica here, and learn more about her work on her website.

Thanks!

-Dan

Would you take this creative risk?

Would you take this risk? Let’s say you write you very first novel and get a book deal with a major publisher — it’s your dream come true. Then, you come up with an idea to self-publish a free prequel short story to that book, six months before the novel is released. Your publisher is nervous about the idea and pushes back.

Would you proceed with publishing that prequel story?

I recently chatted with author Livia Blackburne who shared this story with me. It was for her first novel, Midnight Thief, and was set to be published by Disney-Hyperion. When she signed the deal, she made sure her contract would allow her to do something like this. Why does this moment stand out to me? Because so many writers who are in a position like this will hold back. They rationalize to themselves, “I’m now with a big publisher, who are experts at this. Let me just sit back and follow their lead.” And if the publisher actively states that they are nervous about an idea you had, that is often enough to get a writer to think to themselves, “Let me just be professional and not pursue that idea. I don’t want to upset my publisher.”

So 6 months before the release of her novel, Livia published a free prequel story on Amazon. This is how she describes it:

“I worked my butt off to get that novella into people’s hands for free. I was chasing people down on Goodreads who had been interested in Midnight Thief, I got reviews, then set it for free on Amazon, so it got a whole bunch of downloads once it was free.”

The result? Livia continues: “That really helped with the launch, you can see it in the numbers for Midnight Thief. Once the sales started coming in, [my publisher] came around.”

The novel went on to become a New York Times bestseller.

So much of what I study in terms of what helps writers and creators find success is this concept of making a creative shift. Taking a risk to double-down on your creative vision and what it means to share your work with readers in a meaningful way. It is in these stories that I am reminded that success has an infinite number of paths, not just one wide road of “best practices.” When I speak with writers and creators to hear their stories, I am reminded of this in full technicolor.

For Livia, this was not her only creative shift. Growing up, she loved math and science and went to Harvard to study biology before switching to psychology. After graduation, she worked for a year in a psych lab, then went to MIT for her post-graduate work. She describes it this way:

“It took me one or two years of my graduate program [for cognitive neuroscience] to realize this wasn’t for me. But I still stayed in the program for 8 years and got my PhD in it.”

“I was taking a class at Harvard Medical School, and it had been several years since I had written anything, or even reading for fun. In my third year of graduate school, I was waiting at the bus stop, it was super cold in Boston, so I went into the Harvard Book Store to stay warm while the bus came in. They had a display on the table back then from a popular series about a girl and her vampire boyfriend, so I picked it up and started reading. That weekend, I got the entire series, binge read the whole thing, and came out with a book hangover, saying, ‘I think I really like reading and writing.’ I had my quarter life crisis. I always wanted to write a novel. I said to myself, ‘you know what, I’m going to do it right now.’ So I started writing a novel. That was my escape from grad work. That book [which became Midnight Thief] became far more successful than my doctoral dissertation, so I graduated and never looked back.”

She walked away from her career in science. She says of that decision:

“It seemed like so much of a risk, and I’m not a risk taker. It is a big leap.”

From there, she almost self-published Midnight Thief, but was convinced by a writing group that she belonged to that she should query agents first. She also shared something that may surprise a lot of writers. After her first book, she pitched her next idea for a book to her publisher. They rejected it. Then she pitched another idea. They rejected that too. Her third idea is the one they accepted.

It is easy to think, “Once I reach X milestone, then I will have total freedom to create whatever I want.” But the reality is that when you work in collaboration with others, it doesn’t always work that way. Since then she went on to publish several more novels with another set to release later this Fall.

Recently Livia made another big creative shift, writing her first picture book which was released earlier this year called I Dream of Popo. That book received a lot of praise, and she is now working on another picture book to be released in 2024. She is also working on another book for release in 2023 which diverges from the fantasy genre in which she usually writes, this new one a YA romantic comedy.

When I asked her about these creative shifts, she said this:

“My career keeps opening up. I just sold another picture book, and just closed a deal on a book in a completely different genre that wasn’t even on my radar until 2 months ago, plus I’m working on a middle grade [book]. I don’t know when I’m going back to fantasy at this point, or if I will. I feel like I’m growing a lot as an artist. It feels like the same as when I was just beginning to write, which is a nice feeling to have. I’m closing in on a decade in my writing career, and it’s nice to feel myself growing at this point.”

You can listen to my entire conversation with Livia in the following places:

Or you can watch a video of the interview here:

Thanks!

-Dan

Every reader counts

In the mid-1980s, the TV show Miami Vice debuted, and changed the look and sound of what a TV show could be. A young Nicole Blades was home watching, capturing her imagination. She says, “Writing was a way for me to put myself into the story.” What did she do next? She began writing Miami Vice fan fiction, of course! Decades later, she now has three published novels (none of them having anything to do with Miami Vice.) We will get back to Nicole in a moment…

This is how writing begins. With being a viewer, an observer, a consumer, a reader. Every person who reads what you write is someone who is living in the world you create. But, whether you know it or not, they are also co-creating. Perhaps none of them go on to write fan fiction stories based on your books, but they create the voice, the scenes, other aspects of the world you create within their minds. This happens regardless of whether you write fiction, memoir, or nonfiction.

Writers and creators tend to feel pressure to get followers, subscribers, reviews, make bestseller lists, and win awards. In the process, this can reduce the concept of engaging with readers to a simple number. It’s not uncommon for me to hear someone say: “I only have 30 subscribers,” or “I only have 600 subscribers.” Or “I only have 100 followers.” Or “I only have 24 reviews.” But I want to emphasize this:

Every reader counts.

If you want your career as a writer to grow, spend more time focused on the people who are engaging with you and what you create.

I was watching a documentary about the band ZZ Top recently, and they described playing a show early in their career in Alvin, Texas. They were hoping to sell out the venue, but would be happy if it was even half full. When they came out from behind the curtain to go on stage, they saw a single person in the audience. They started play, and the guy started to leave. The band stopped playing and talked to him, encouraging him to stay, explaining they would be playing him their full set, which they proceeded to do. After an hour, they took a break, bought their lone audience member a soda, and then… to this one guy, played an encore.

I mean, imagine this. Putting on a full show — plus an encore!!! — for one person. Giving it your all. The band members described how typically an encore is something you do when people are begging for more, but the situation was reverse… they were doing everything they could to turn a casual listener into a dedicated fan.

Decades later, the band says: “That guy still comes around to this day. He says, remember me? I’m the guy! And we say, of course we remember you.”

Your audience is developed one person at a time. And that relationship can’t be measured just as a point of sale for a book, them becoming a subscriber, or them choosing to follow you. At so many points in your career as a writer, you will hope that readers show up for you. Perhaps it is to join you in a conversation, to attend an event, to spread the word about a book, to leave a review, to recommend you to a book club, or so much else. These things happen through the professional relationship you forge with readers.

When I interviewed author Nicole Blades recently, she shared her path to writing. It felt just as incremental as our path to readers. Sure, we all dream of waking up one day and learning that suddenly thousands of people discovered your books and are raving about them. But… while we wait, we write and we share.

For Nicole, before she became a writer, thought she may want to become a lawyer. Then she began writing for magazines and doing freelance work. In our discussion, she shares the decisions she made along the way to publish her books and determine how she engages with readers. You can watch our full interview here:

Or listen on your favorite podcast app:

Each of our journeys as a creator takes time. So does developing how we can best share and engage readers. I simply want to encourage you to show up for your own journey.

This is why I interview writers, artists, and creators on my podcast each week, to constantly meet new people who inspire me, and to understand the decisions that led them to where they are now. It’s also why I’ve sent out this newsletter every week for 15 years. It is an honor to have you read what I share. Thank you.

-Dan