Members of the Written Word Media team recently attended the Novelists, Inc. (NINC) 2024 Conference and we want to make sure all of our authors share in our learnings. NINC offered invaluable insights for authors eager to enhance their marketing strategies, build lasting connections with readers, and, of course, sell more books! The theme of this year’s event? Balance.
In today’s quickly changing landscape, authors often feel pressured to do it all—social media, ads, newsletters, and more. However, the key message from NINC 2024 was simple yet powerful: focus on doing a few things really well. What those few things are may vary for every author, but a few strategies stood out across the board.
📬 Email Marketing: Your Secret Weapon
One standout strategy discussed at the conference was the importance of email marketing. It’s a powerful yet underutilized tool that gives authors direct access to their readers—no algorithm changes, no middlemen.
Here’s why email marketing matters:
- You own your list: Unlike social media platforms that can change overnight, your email list is yours to keep, providing stability in your marketing efforts.
- Build personal connections: Emails allow you to speak directly to your readers, nurturing relationships that last.
🎯 Building and Engaging a Loyal Fanbase
Another crucial theme from NINC was the power of community. In today’s competitive book market, having a strong, dedicated fanbase can be the key to long-term success. Your readers aren’t just customers—they’re your most powerful advocates.
Here’s how to foster that connection:
- Create a Personal Connection: Whether through newsletters, social media, or sharing behind-the-scenes content, it’s crucial to connect with your readers on a personal level. Let them see the human behind the words.
- Offer Exclusive Content: Give your most loyal readers something special, like sneak peeks, bonus chapters, or signed editions.
- Leverage Crowdfunding and Subscriptions: Building a passionate fanbase can unlock new revenue streams, such as crowdfunding campaigns or subscription-based services that your superfans will support.
💰 Direct Sales: Cutting Out the Middleman
Direct-to-reader sales were a hot topic at NINC 2024. Authors are becoming more savvy entrepreneurs, looking for ways to keep more of their profits by selling directly to readers.
Here’s how to capitalize on direct sales:
- Use Your Website: Set up an e-commerce section on your website to sell books, merchandise, or special editions, and avoid sharing profits with major retailers.
- Offer Exclusive Deals: Reward readers who buy directly from you with signed copies, exclusive content, or early access to new releases.
- Expand Globally: Don’t limit your reach to one marketplace. Platforms like PublishDrive make it easier to sell books globally, opening new doors for growth.
- Be Realistic: Direct sales have a lot of potential but also require a lot of work. Authors should be eyes wide open about the technical and operational requirements necessary to run an author store.
📝 Conclusion: Focus on What Works Best for You
At the heart of NINC 2024’s insights was a simple message: don’t try to do it all. By finding balance, focusing on key strategies like email marketing, and building deep connections with your readers, you can grow your career sustainably—without burnout.
Whether it’s creating a loyal fanbase, leveraging direct sales, or mastering your email list, remember: success in publishing isn’t about doing more—it’s about doing the right things well. So, take a deep breath, focus on what works best for you, and build a plan that aligns with your unique author journey.