Who Reads Me

I've gone and done it again - forgotten what day it is, what my name is, all the things. New day job started on Monday and the transition has been -- transitiony. Apparently, I don't handle that as well as I'd like to. So once again, my apology. Technically, in my time zone is still Friday. Barely. So let's go. 

What's my demographic.

SFR has a small but dedicated audience. It's a rare reader who wants me to get scifi in their romance and romance in their scifi, but like Reese's Peanut butter Cups, the two things are better together. When I contemplate where to find readers, I start with the obvious: I market to readers of other SFR writers and SF writers who write with romantic elements. Cant I say that the great bulk of my readers identify as female? Yes. But in no way do I want to say that's who my books are for - that's not for me to decide. I will claim gamers as potential audience but only RPG gamers and probably only RPG gamers who identify as female who are between 20 and dead. When I'm buying ads, I'll probably split my audience by age and do A/B testing to see what kind of click through I get from each so I can then laser in my targeting.

The great thing about science fiction and fantasy readers is that most of us will cross the streams. We usually read both. So while I might focus most of my advertising efforts on self-identified scifi readers, I won't hesitate to enter fantasy spaces in a limited way to do a little cross pollenization. I'm not spending money on ads at the moment. As I finish up a WIP, I begin working my author FB page and Instagram page and Tik Tok (if I'm going to commit to doing that) to develop engagement. No selling. Just engagement. Generate page views. Generate interaction. Start conversation if I can. That way, when I finish a book and begin promoting, my ad buys will be served to people who have already seen, heard, chatted with me. If I want to tap a PNR or fantasy audience, I tap the author coop I belong to. Newsletter swaps, blog swaps - there are plenty of options that aren't going to chew up a lot of money. 

It's not a great marketing plan yet. In part because I don't have production nailed down yet. I need something flexible but scalable over the long haul. I do still firmly believe that the best advertisement for your current book is your next book. But a plan for helping people find your books is a good and necessary thing.

100% Human Made

Kears Broom Shop, Gatlinburg TN...a great story

We’ve all seen the Terminator, right? “Dense network computers. New…powerful…hooked into everything—“ You’ve seen it, good. Then you knew this was coming. Artificial Intelligence art and composition. 

I’m a sci-fi consumer. I love it, I binge it, I can’t get enough of it. Heck, I even wrote about a pandemic that raced across the earth a few years before the COVID pandemic hit. So it’s no surprise to me that AI is now writing.

My husband and I had dinner with some friends recently. One of them pulled up ChatGPT and entertained us with some limericks and romantic poems, all written by the app. And they weren’t bad. The interesting thing about the app is that it will learn you, meaning it will pick up on your wording and speech patterns and become even better at writing for you. 

I’m still not surprised. 

What did surprise me was when our friend with the ChatGPT asked me what I thought this would do to authors like me who write books. He asked, what will we do? I shrugged and offhandedly said that we’ll end up marketing our work as 100% human made, our writing will become more of an artisan craft. 

But that quick reply is truly what I expect to happen. Authors, those of us who are passionate about the written word, will continue to write. Yes, publishing will become, and has already been in some areas, inundated with AI crafted and AI assisted novels, short stories, articles, poems, and every other type of writing that can be submitted for payment. Yes, it will become even more difficult to make a living as a writer. Which means that yes, for those of us that persist, we will need to become even better at marketing ourselves. Because now, more than ever, it is ourselves, our human nature, that will become a selling point.

I love traveling and finding shops that craft and create their own products. Even better than finding said shop is actually talking to the people who made the goods, hearing their story, and finding out the history of whatever item I’m holding in my hands. I also love supporting the people that live in my area and work, grow, make things that I use. Why? Why do I pay more for a mug handmade by a gentleman that lives 30 miles from me over a lovely, cheaper, mug I can pick up at Target? 

Because of the story. 

When you create something, that item/process now has a story. My husband and I entertained a group of work colleagues. No, they don’t work for the same company as my husband, they work for a supplier, but he has met with them so many times over the years my husband became sick of the same old conversations around the same old restaurant tables. So they arrived at our home.

We had our wood-fired oven hot and ready and as we entertained we shared stories. Stories of how the oven arrived in our backyard, a severed finger was involved though not in the way you’re thinking, and the hand made pizza cutter that was formed out of black walnut from my husband’s grandfather’s farm. So many stories! And our guests were astounded. My husband met up with them again a few months later and they still couldn’t stop talking about it. 

All because of the stories. 

Yes, AI is going to replace a bulk of what we consume as written word. Yes, it’s going to become more challenging to be an author. But did you really come to this profession because it sounded easy? I believe you came to writing because you had a story that needed to be told. So tell your story, and then sell it proudly as 100% human made.

Bloom Where Planted

 I took a walk through the neighborhood this morning, specifically through the parts of the development that are under construction. Lots of houses in various stages of construction. A ton of empty lots awaiting their turn. On those lots were wild flowers. 

Morning glory and patches of Large Flower Mexican Clover. (The little pale pink bell flowers.) There were Mexican Blanket flowers volunteering all over the vacant lots, as well as a little orange fire cracker-looking flower called Hairy Indigo. 

What does any of this have to do with marketing 'shoulds'? Just this: These flowers are growing in disturbed soil - soil that used to be a forest that was bulldozed to make way for houses. Tragic for the forest and everything that lived in it, yet from the wasteland of bare earth and weeds left behind, beauty arises.

Marketing is the wasteland. Hey. That's just how it feels to me. No hate if it's your happy place. It isn't mine. Not yet. It's foreign soil and my roots aren't buried very deep in it. But. I've found a few folks who've managed to break marketing down into bits and pieces that I can usually manage. And from there, I can do my best to connect with readers. 

Connecting with readers. That's the whole point, isn't it?ha

So marketing, to me, is about blooming where you're planted. To the extent that you can bloom. And make that public. One friend runs a marketing class that focuses only on how to engage on social media - no. Not necessarily authentically. You're playing a part - the part of the author who wrote that thing someone loved. So in no way should you be entirely yourself or let it all hang out. You're fishing for engagement. Likes. Interaction. Comments. On FB, for example, these interactions get your author page served to more and more people. Not all of your content on your author page has to be about books or the genre in which you write. The class posits a formula for personal shares versus genre or book related memes and posts - about 5 to 1. For every 5 bookish, genre, or related content you post seeking engagement, you can post a pet photo and encourage followers to post their pets in comments AND THEN GO LIKE AND COMMENT ON EVERY SINGLE ONE. 

Oh look. It's a lot like work. Work that I could be doing on a book. Dang. Still. If you want to grow an audience, engaging that audience is The Way (TM). See what the SFR author did there with the Madalorian nod? Yeah. 

Find a bare patch of marketing earth. Dig your roots in. See if you can't lure readers into responding to your posts, tweets, videos, or what have you. Bloom.

Reaching Readers: Hashtag Your Heart Out

Hi all! This week's topic at the SFF Seven is Marketing: What's one thing you do (or know you should do) to expand your reach/reader awareness?

I feel like I could list so many things, but after some thought, I settled on one: Hashtags. 

As a visual person, Instagram quickly became my social media of choice for reaching readers. Also though, as a romantic fantasy author, that's where many of my readers and potential readers spend their social media time. Bookstagram is still a very active community.

One of the biggest things I've done to find potential readers on Instagram is incorporate hashtags. With regular posting, I've met book lovers who only found my account because they follow a hashtag I happened to use. Often, they tell me that they saw one of my posts, checked out my account, and went on to read my work. 

Another part of Instagram where hashtags can be used is in stories. I see so many authors using stories without connecting to a different audience other than their followers. Once I began incorporating a bookish hashtag in each story, my views went from roughly 24-40 per story to 150-250.

I also learned to do my best to maintain an active story stream with at least five hashtagged stories at any given time. This keeps authors and their work in their readers' minds. Given how many things authors compete with when it comes to vying for reader attention, stories are equivalent to free advertising. They also seem to reach different Instagrammers since some viewers are more likely to scroll through stories than the main feed. It's like a having a second demographic in which to market.

No matter which platform you prefer, I highly recommend learning where your community is, studying how to get your book and name in front of them, and then testing the method. With Insta, hashtags are the way to go because they're such an easy adjustment to make. It might take a bit of research to learn which ones are the most active and grant the most visibility, but it can be done. And trust me! You never know what tag might lead someone to your work, so don't be scared to hashtag everything you share!

So that's my tip! Now come find me on Insta and let's chat about books!

~ Charissa

Want to join my reader group on Facebook? Come say hi!!

Author Newsletters

 

Is anyone else escaping into books this week? I’ve read some great reads recently—I share about them on Insta and Goodreads—and when I look back at the books, I realize most of them are because of follow book lovers. 

Which leads me to our topic of the week: share your newsletter info. 

And this is where I tell you: I don’t have a newsletter and I don’t foresee creating one. 

Why? Doesn’t every author how-to, agent, and likely publishers tell you to make one? 

Yes, yes they do. If you’re a writer you’ve undoubtedly see that advice splashed across the socials or heard it in any marketing panel you’ve attended. And yet, I resist. 

I’m a pretty voracious reader. I average between 80-100 books a year. If this boggles your mind: 

• I don’t game (I used to, but whoa addictive, so yeah) 
• I rarely watch shows (unless my husband finds something he thinks I’ll love and then we binge together—bonding time!)
• I attend my kid’s sporting events, but I always have a book or two in my purse for the waiting times 

And I never open any author newsletters.

So how do I find new books or know about new releases coming up? I believe I find them the same way most people add to their TBR piles: social media and word of mouth, Goodreads, and the library. The trick is knowing how to find my book’s audience where they hang out, and I don’t think newsletters are it. 

I could absolutely be wrong, but I’d be curious to find out how much cross-traffic an authors newsletter and social following has. Maybe there’s no way to really track that, but if you could know what percent of your newsletter follows you on Twitter or Instagram vs. people that do very little online I’d be very interested. 

Because for me it all boils down to mental bandwidth. Where am I going to put my time for the most benefit. If I’m putting energy into posting and sharing book content then I don’t have a lot left for crafting an interesting newsletter. 

Thoughts? Do you feel your newsletter benefits your author brand? Do you put more energy into promoting online? 

Know Thy Reader

This week's topic is What's On Our Mind. As I sit here tonight, wondering if we'll be buried beneath snow come morning, I'm thinking about the last couple of weeks and how thankful I am for the readers who have found me over the last several months. The Witch Collector is currently approaching 700 reviews on Goodreads, and reviews sit at 200 on Amazon, with 4.13 and 4.5 ratings respectively. In just over two months. That's nothing wildly spectacular, I know, but for a small-press book from a nobody author, it's pretty damn good. I'm proud of this little-book-that-could, and so thrilled that readers are finding and loving it.

When TWC released on November 2nd, I already had a spreadsheet with goals and dates in place. I listed my current follower counts for each social media platform I use, or hoped to use (like TikTok). I included my Goodreads and Bookbub followers too, and then added Goodreads Reviews, Amazon Reviews, Newsletter Subscribers, Rebel Readers (my FB group), and Goodreads Adds (how many people add TWC to their Want to Read list). I wanted to track this growth because I planned to promote my book, and I wanted to see if my plan actually worked. 

I learned a long time ago that people can't consider purchasing/enjoying a product unless they know it exists, and unfortunately, books don't jump into readers' paths on their own. If a trad deal has been scored and the book is on the shelf at bookstores, AWESOME. If an author has a platform from being published for many years, AWESOME. If they have a platform for some other reason, that's awesome too! But if not--and sometimes even if so!--it takes some work to get a book in readers' hands and in bookish circles on social media.

I gave myself attainable goals back in October, but possibly still tough for a debut author with a small platform. It takes some consideration for a reader to invest in an author with little buzz, someone they know nothing about, and especially when their book is the first in an incomplete trilogy (ME). And yet, the goals I set have been smashed by readers, and I can see the growth of my reach and what things I did/do that equate to good sales. Data is good.

So...what did I do? Someone asked me that today, and I've been asked before. Yes, I did a couple Instagram book tours around release day, and yes I keep two to three very low-cost ads running. I also did a Goodreads Giveaway which was great visibility, and I'm now doing book giveaways on my own, paperback and ebook, because if any of those readers like my book, they might just tell someone else. I also focus on Instagram posts because that's where my readers are, and I automatically share those posts to Facebook. I'm now venturing into TikTok, so we'll see how that goes. I've been consistent with my newsletter as well, which has a solid response rate, and I connected my blog to Goodreads and Amazon.

But the main thing I've done that I feel has been crucial for me is...I know my readers. I communicate with them, and I thank them. I share their posts and comment, because I truly am thankful for them taking the time to create a reel or a TikTok or an Instagram photo or story, or to write a review. Time is invaluable, and not only did they give up some of that time to read my book but to also shout about it to their friends and followers.

I also offer them a place to come chat with me, my Rebel Readers group, and I give them special access to exclusive news and sneak peeks. They're getting a huge sneak peek in February! They also get first dibs at my books, because I offer them the opportunity to be early readers/reviewers. 

My readers have been the most amazing support system I could've asked for, shouting about The Witch Collector all over the place. They are absolute rockstars!

So that's what's on my mind tonight. From now on, when writers ask me what the trick to getting reader interest is, I'll tell them the truth:

I don't really know any tricks, but I do know my readers.

And I love them <3

Career Leveling Up: What Jeffe Is Doing

Our topic at the SFF Seven this week is "Room for Growth." We're discussing one aspect of our writing or publishing careers - that we can control! - that we'd like to improve this year.

This topic is apropos for me right now because I'm in the midst of a push to boost (wedge, shove, or squeeze) my career to a new level. I should caveat that I know I'm doing relatively well. I'm grateful for the success I've realized in my writing career and I never want to lose sight of the fact that many excellent and deserving authors haven't seen the same success. 

But I've reached a real sticking point.

For those who don't know, my husband has early onset Parkinson's Disease. He's over ten years into diagnosis, so while his progression has thankfully been quite slow, he's reached the point where he really can't hold down a job. That leaves supporting our household up to me and my books. I'm stubbornly resisting getting a day job again, so this year will really be the make or break on whether I can make enough money to pay the bills and have a cushion for the future.

So, what have I been doing?

Since I can't bottle lightning - which, I admit, I've kind of been hoping to do as getting a book or series that takes off into the stratosphere would be super nice - I've been learning to *shudder* market and advertise.

I attended Romance Author Mastermind in December. Something I'd been leery of before for many reasons. My bestie and sister author Grace Draven talked me into it and I'm so glad she did! I learned so much from it! Mostly I came to the realization that it would behoove me to treat my business like an actual business. 

The other thing that happened is I completed my contract with St. Martin's Press (all but for page proofs on book 3) and they passed on my option book, which is one I've mentioned, DARK WIZARD. They passed on it - even though my editor loved it and the house loves me - because they feel like they can't move fantasy romance in the print numbers that they'd like to. (They don't care about ebook sales. They want what they can sell at Walmart, which is Cowboy Romance and sweet contemporaries these days - so a tidbit for those of you who write that!) 

Once I got over the initial sad, because I loved working with St. Martin's, I took this as a Sign. While my writing income had been pretty close to 50/50 between Indie and Trad for the last few years, in 2020 that changed to 65% Indie - and my Trad income was only 75% of what it was in 2019. That's not a good trend. At Romance Author Mastermind there were many former Trad authors who been where I am and said they'd made their money switching to Indie. Yes, I've heard this before, too. These people showed the numbers. 

I decided that, instead of taking DARK WIZARD on submission to other Trad houses on submission, I'd self publish it. So, DARK WIZARD, book one in my new series, Bonds of Magic, will come out on February 25, 2021. (I loved writing this freaking book so much that I'd already written the whole thing!) 

(If you want a sneak peek of the cover of DARK WIZARD and what it's about, it will be in my newsletter going out Monday. Sign up here.)

Then, because I'd already planned a new series, Heirs of Magic (unrelated, I didn't realize the series title echoes until too late, ah well), with book one THE GOLDEN GRYPHON AND THE BEAR PRINCE releasing on January 25, 2021. You can preorder it here, or here are some handy buttons.

   

That means in 2021, I'll be taking advantage of the fact that I'm a relatively prolific writer - not writing anything for Trad - and releasing two Indie series. My release schedule will look like this. 

The Golden Gryphon and the Bear Prince (Heirs of Magic 1) 1/25/2021

Dark Wizard (Bonds of Magic 1)                                                 2/25/2021

The Sorceress Queen and the Pirate Rogue (Heirs of Magic 2) 4/19/2021

The Promised Queen (Forgotten Empires 3)                                  5/25/2021

Bright Familiar (Bonds of Magic 2)                                         6/26/2021

The Long Night of the Crystalline Moon (Heirs of Magic 0.5) 7/15/2021

The Dragon's Daughter and the Winter Mage (Heirs of Magic 3) 8/25/2021

Bonds of Magic 3 (Bonds of Magic 3)                                     11/1/2021

The Storm Princess and the Raven King (Heirs of Magic 4)         12/31/2021

Of those, three are already written, so it's not as intense as it looks. Also, because I track my productivity so intensely (something I always recommend all writers do, so we know exactly what we can and can't do), this is a doable writing schedule for me. (Hopefully. I'm pretty sure I can do this, but light a candle for me.)

I'm also doing things like reading books on marketing and advertising! I very much recommend David Gaughran's AMAZON DECODED: A MARKETING GUIDE TO THE KINDLE STORE. It's easy to digest and full of excellent, practical advice, absent the ickier kinds of self-publishing shouting. I bought the Publisher Rocket app and have been taking the online classes on maximizing keywords. 

I'm going all in, people. Wish me luck! (And buy my books :D) 

Covers That Don't Know What They Ought to Be - AND Cover Reveal

What a serendipitous topic for this week. Deceptive marketing/book covers. I was just given the new cover for Enemy Within. You'll be the first to get a look. And we can analyze. 

This cover had a very tall order standing behind it. I wanted it to do several things: 

1. Convey Science Fiction

2. Convey Romance

3. Convey that this story isn't entirely a light read - I hope to all the gods it's fun, you know? But there are -- issues. And there's a body count. The heroine has PTSD for a reason. So I really, really wanted the cover to not be all sunshine and roses. Basically, I didn't want my cover to sell the promise of a light SFR when I've been told I'm writing grim SFR. 

How do you think the cover does?

Because this is a rerelease, several of you will remember that this book was originally pubbed with a very different cover (which I cannot link in because it is the property of the publisher.) THAT cover had a very different look and feel. It was sunnier. The background was bright yellow. The heroine was in a very different posture on the cover. Over all, I felt like that print cover did a better job of conveying Urban Fantasy than SFR. But I'll never be able to prove that hindered the sale of the book in any way. I can only speculate. 

Keeping in mind that this rerelease is coming out as an ebook, I have to say I like this new cover. It's clean. It's simple (apparently TWRP has done a serious bit of reader surveying about covers and came up with a 'no more than three elements per cover' rule to accommodate thumbnails). I feel like it communicates more than it shows, if that makes any sense. Now, granted, I have no idea whether that will translate into book sales, but hope springs eternal. Or maybe wishful thinking does. 

I think above all things (and as a great surprise to me) I really love that the woman on the cover comes across as both vulnerable and capable all at the same time. That, to me, feels like a hit out of the park. Now I hope readers will agree.

When Book Marketing Betrays the Reader

Recently an old family friend asked me for advice. She was coming out with her first book, had hired someone to help package for it - formatting, cover, uploading, etc. But she wasn't happy with what that person advocated for the cover. She wanted an image that represented her author's vision of the story, which was her coming to peace with a problem, whereas the designer's cover images all focused on the problem.

I gave her my pick from the choices, and then explained that it's not the job of the cover to express the author's vision. The entirety of the INSIDE of the book does that. The cover has two jobs: 1) to entice a reader to look more closely, and 2) to convey the genre and kind of story it will be. In her case, a cover that transmitted the problem was what she needed, so readers would understand what the story would be about.

The cover above is one of my least favorite because it fails on both parts of its job, in my opinion. I don't think it's particularly enticing, as the guy looks ill enough to be mostly dead. Also, nothing about this cover communicates erotic paranormal. The font looks like something post modern, and he... well, NOT sexy. MASTER OF THE OPERA is actually a modern retelling of The Phantom of the Opera, set at the Santa Fe Opera. Kensington published it as a six-act serial novel starting in January 2014. Those covers are marginally better - at least giving a Phantom of the Opera vibe - but I think the genre communication is murky still. Also they didn't do the marketing the way a serial novel needs to be promoted.

Anyway, the zombie cover (though Assistant Carien says I'm insulting zombies by calling it that) was on the print version that brought all six acts together in one place, which came out in the fall of 2015. I asked then if there would be a digital version compiling all six and they said no.

Then, last week, I got tagged on new release congratulations for ... the digital version compiling all six acts, complete with zombie cover and a release date of April 30, 2019.

Surprise!

So, no. This isn't really a new release at all. It's barely a new format. Coincidentally enough, our topic at the SFF Seven this week is marketing suckering readers into reading a genre they don’t enjoy.

In this case, I'm irritated by the marketing attempt to sucker readers into thinking this is a new release from me. The cover mostly just fails to do much of anything, really.

It's even worse, however, when the marketers decide to cash in on, say, the Romance audience. I think this mainly happens with Romance, though I'll be interested in the takes from the others in the SFF Seven if they've seen it happen in other genres.

What happens in Romance is, a story with a love affair in it gets marketed as Romance, but then has an ending that doesn't satisfy the Romance promise. The affair ends in some way - with a death, a sacrificial parting, or a permanent parting of the ways for one reason or another.

It happens a lot in Romance for two reasons: 1) The Romance audience is huge, avid, and passionate, therefor a tempting market, and 2) marketers (and some authors) regard Romance readers as kind of silly and short-sighted in their desire for a happy ending to the love affair. They think the readers don't know what they really want and that this book will change their minds because it's just THAT good. Either that or the marketing folks don't care past getting that one sale. The advertisers of widgets can be like that, not understanding that the book is not simply a one-sale product, but the beginning of a lasting relationship.

(Of course, this is also why the big box bookstores failed. They never understood that readers have relationships with the books they buy that goes far beyond something like acquiring groceries or the latest tech gadget.)

The thing about reading is we do it for pleasure. We scour covers, copy, and reviews to find the story that will sing to us. If we get suckered in by misleading marketing and are disappointed in the end?

UGH.

(But MASTER OF THE OPERA is a Romance and the story is way better than that cover. Just saying.)

Book Marketing Rage

I am sitting at my kitchen counter watching a trio of not-so-little-anymore black kittens lose their minds because the landscape crew are here trimming bushes right up against the house. The kittens are dashing from window to window to alternately watch and freak out when the hedge trimmer revs.

This is book marketing in one tidy metaphor.

Authors race from thing to thing, claws scrabbling for traction on the hardwood in their desperation to abandon FB ads for Amazon ads. Or BookBub. Or whatever else is au courant. Sixty seconds later, the scramble is on again.

It's interesting to watch. Certainly someone is making book marketing work for them or the rest of us wouldn't be chasing around trying to replicate their results. And with that sentence, you can surmise that I have no idea how to play Moneyball with book promotions. What you may not know is how much it annoys me. The whole point of the movie, Moneyball, was using hard data to drive decisions. Not instinct. Not heart. Not gut. Numbers. That's possible in baseball. It is almost entirely impossible with books. Especially if you're traditionally published. It is not possible to trace a customer from ad click thru to a purchase. I should imagine customers would be annoyed if we could track them like that. I would be. But it does make the entire book marketing thing a bit of a black box. Somewhere inside of it, weird magic happens, and we don't get to observe it happening.

Yes. You can run A/B ad tests. But unless you are direct selling through your own website only, you cannot possibly track sales. You can only track impressions and click thrus. You can infer from your click thru rates which ad drove the most buys should you see an uptick in sales, but you cannot prove which ad actually drove the spike.

You may now picture my little SQL database-driven heart trembling in rage.

My take away is that if you want to play Moneyball, you need to change to a career with actual, trackable metrics, cause this ain't it. We're all of us dancing on the edge of the volcano with book marketing - basically pleading with the gods and offering to sacrifice pretty much anything for just one shot at selling enough books to make the mortgage next month.

I comfort myself with the adage that your best marketing for your last book is your next book.