Today I want to discuss how to connect with your readers, focusing not just on breadth (how many), but depth (true fans as opposed to fickle followers.) What I share here today is what I have found after working with thousands of writers for the past 20 years.
Critical here is a feeling that so many writers say they are mired with: overwhelm. It is so easy to feel overwhelmed by all the expectations, all of the channels you can be sharing in, and all of the ideas you are told you “have to do.” That you have to fit in to the expectations of others. But I want how you share what you create to feel refreshing, not overwhelming.
Writers often seek to establish themselves, grow their platforms, and find their readers in a world that is fast-paced, ever-changing, and — we don’t talk about this enough — full of fear that saying the wrong thing will undermine all of your efforts.
Today’s guide is meant to give you a path to feel fulfilled in the process of how you share your work and connect with readers. Here is what we will cover today:
- Express What You Create and Why
- Invest in Channels that Can’t Be Taken Away
- Focus on Deep Connection Not Vanity Metrics
- Don’t Go It Alone
The other day I was a guest on Joanna Penn’s podcast, with an episode titled “Human-Centered Book Marketing With Dan Blank.” After Jo stopped recording, we chatted for a bit, and she said something fascinating. She is the author of more than 30 books, a New York Times bestseller, and an award winning podcast host. We have known each other for more than a decade. Even though she is on the forefront of publishing news and book selling strategies, before we hung up she was reflecting on how — for all these years, with all of her books — she still employs the same basic strategies of how she shares and connects with readers. Primary to this is relying on her email newsletter to directly reach her readers. It’s been such a pleasure knowing her for so long, and she always seems so genuinely happy and fulfilled in her process.
The basics don’t change: effectively communicating what you write and why, and doing so in a way that creates trust with your ideal readers. Before we begin, I have one announcement:
Excited to announce my next workshop: Launch and Grow Your Email Newsletter On Substack. Join me to examine the step-by-step process to launch or grow your email newsletter. I’m adding loads of updates and new information for 2024 to this workshop. Live event: Friday May 24, 2024, at 12:30pm ET. A full recording is provided to all who register. $49.
Okay, let’s dig into today’s topic…
Express What You Create and Why
This. is. not. easy.
So often, we hope it is a destination — where in an afternoon you come up with a concise mission statement, where you can say, “Whew! Done!” But I find that more often than not, we learn to do this slowly, one interaction at a time.
We are each growing and changing all of the time. And what we create may evolve too. I encourage you to attend to learning how to communicate what you create and why as a journey. One where you show up to a practice each week to share. To understand it better in the process. And of course, to connect with readers.
Don’t reduce your work to a quippy tagline. Make it the foundation for how you create meaningful moments with others. Start with Key Messages — a process I developed and work with writers on nearly every day. These are a series of statements that explore the themes you love writing about, and that embody why you create, not just what you create.
Invest in Channels that Can’t Be Taken Away
How we share online is often through a channel that we have very little control over. On social media, these are proprietary systems that offer amazing connections to communities. However, the doors to these people can be closed at any time. I’ve spoke with many writers who woke up on a random Tuesday to find themselves locked out of their Facebook or Instagram accounts. For some, they lost everything that they shared and all connection to their followers.
I’ve been a big advocate for Substack for this very reason. Because so much of it is based on an email list that you can back up and bring with you anywhere, it is inherently a channel that gives you the writer more control.
I’ve sent out a weekly email newsletter for 19 years. I’ve moved from channel to channel four times with my list, and if Substack went away tomorrow, my access to each and every subscriber would remain unchanged.
Can you use social media channels that you have little control over? Yes! But don’t make that the only way you stay connected with readers. Diversify across platforms, and consider if you can use a newsletter to ensure you stay connected with your core community.
Focus on Deep Connection Not Vanity Metrics
But that is not the only goal.
It is a craft to learn to share in a way that truly moves readers. Where what you share doesn’t just glean a “like” after a split second, but where someone becomes enamored with what you create and why. Where they look forward to hearing from you. Where they talk about your work and its influence in their lives.
This often happens in small moments, not big stats. I encourage you to focus on doing less, but doing those things really well.
Ignore trends and “best practices.” Honestly, the world is more interesting when you simply show up as who you are, instead of you trying to fit yourself into some viral concept that thousands of others are trying to copy.
This is one of my favorite videos ever. It talks about the importance of not fitting in:
Don’t Go It Alone
Reach out to those who inspire you and let them know that their work matters to you. Consider if there are others who create that you can regularly connect with. You do not need to “pitch” these people. Simply send a note of gratitude. Then, awhile later, do it again.
Earlier this week I was reflecting on the people in my life who I can text when I need help working through something. I think for each of them, we met online through social media. I’ve written many times before about how Jennie Nash and I have had weekly mastermind calls for years now. Or how Lori Richmond has become a collaborator and friend.
Having people in your creative life can change it in immeasurable ways. Don’t be afraid to consider how you can slowly develop colleagues around what you create.
Please let me know in the comments: what aspects of sharing have felt fulfilling to you, reducing a sense of overwhelm?
Reminder: Join me for my next workshop: Launch and Grow Your Email Newsletter On Substack on May 24th. All who register to receive the recording. Full information here.
For my paid subscribers this week I shared a 20-minute video titled, “Find the time, attention, and space to create and share.” You can view a preview here.
Thank you for being here with me.
-Dan