Creative Development: By Book or By...

This week's topic: Do I look for new skills to try each year or with each book?

Intentionally? By series. I definitely like to attempt something new-to-me with each series for three reasons: 

1. I'm always trying to improve as a writer
• There's a difference between the natural growth that's a result of practice versus the deliberate pursuit of a challenge, of reaching for a higher rung. 
• Book-to-book within a series my storytelling inevitably improves as I become more comfortable with the characters, the world, and the conflicts.
• Series-to-series I push myself to take on a creative challenge. Sometimes I succeed (and those series make it to print). Sometimes I fail (and those messy attempts never leave my cloud storage).
• I keep an eye on the higher rungs that are my creative goals. Similar to what Jeffe mentioned on Sunday, there are series I want to write but lack the chops to do my concept justice. Those partially drafted Book Ones languish in notebooks or on my cloud, waiting for the day I have the skills to properly convey my vision.
2. It prevents me from writing "the same book with different names." 
• I don't feel I've reached my fullest potential as an author yet. I certainly don't want to lose my creative drive by repeating a storytelling formula that's comfortable or easy. I like the excitement of challenging myself and improving.
• Note: There's nothing wrong with developing a storytelling formula that works best for you (and your readers) and applying it over and over and over. There are plenty of famous authors who use a tried-and-true method to great financial success. Many readers find comfort in knowing exactly what they'll get from that author.
3. No Bait & Switch
• Once I introduce a series, I don't want to change the voice, style, or structure whilst in the throes of the greater story arc. I feel that's an injustice to the reader, a violation of the storytelling promise I made in the opening book.
• By contrast, I don't want to be locked into a specific storytelling style for the rest of my career. I feel that changing my style from series to series is a clear enough indicator to the reader of Achtung! Different Book Ahead!

Sometimes we grow as authors through intentional acts, and sometimes we grow through myopic focus (hello, contractual deadlines) where we don't realize the breadth of what we've accomplished until it's behind us. In whatever manner your progress happens, I encourage you to take a moment to reflect on how far you've come--even if it's not as far as you'd hoped--and be proud of yourself. You did it. Congratulations! 

Gaining Newsletter Subscribers

 This week's topic: How to Grow Your Newsletter (Subscriber Numbers)

Direct marketing to readers who are actively interested in your works is one of the top ways to sell books.  Finding those readers, getting through email delivery systems' spam blockers, and encouraging readers to not only open your email but also click through from your email to purchase your book is...a challenge for many small and midlist authors.  

Heck, it's a challenge across all industries. Take a look at your email inbox. Now, look at your trash box.  How many messages are from a sheet company, shoe company, pet toy company, grocery store, big box store, etc? See? Not just a you problem. So, don't be daunted by the marketing-must-do task of growing and maintaining your newsletter subscribers. 

The good news: for the media and publishing industry, the average unsubscribe rate was 0.12% That's one of the lowest by industry (according to Mailchimp). Our bounce rates are ~5% (according to SmartInsights). Our open rates are ~23% (according to CampaignMonitor) and our Click-Through Rate (CTR) is ~4%; yea though SmartInsights has Indie Artists with a 1.8 CTR (ouch).

According to topline metrics, once we get readers subscribed to our lists, they tend to stay with us. Yay! So, what can we do to attract more subscribers? My one piece of advice: 

Go Where You're Not Normally Seen.

On the assumption that your newsletter subscription links are obvious on your website, in the back matter of your books, and linked in your socials' profiles (if they're not, quick, get on that, that's the bare minimum); it's safe to say those readers who are looking for you have found you. Those who are interested have already subscribed to your newsletter. What you need to grow your list is to appear in spaces where readers may not know of you. So, where and how? And how to avoid being a buttinski? One suggestion:

Newsletter Swaps -- You promote a fellow author of your sub-genre and their works to your audience via your newsletter, they in turn promote you to theirs. There are pros and cons and issues of equitable exchange, so read up on expectations before approaching another author. 

Yes, there are more ways to attract new subscribers, so come back each day this week for more tips from our other bloggers!