From Edie: Kate Huff shares why writers should start a newsletter before publication and how building reader relationships early can grow an engaged audience for future books.
When Should Writers Start a Newsletter? Why You Should Begin Before You’re Published
by Kate Huff @KateOliviaHuff
“I don’t have a book yet.”
“What would I talk about?”
“Why would anyone sign up for my newsletter?”
These are all things I’ve heard on my journey to become a newsletter guru. I’ve heard every excuse in the book! (Pun intended!) And my answer remains the same. Yes, you do need a newsletter before you’re published. 100% yes. I say that as a pre-published author myself!
The goal of a newsletter isn’t to sell a book (that you may or may not have). The goal is to build relationships with readers who will become your biggest fans—and learn how to serve them well. You want to get to know your reader before you ask them anything.
Your Newsletter Isn’t Just a Sales Tool
This is where authors often get it wrong. While selling books is an important byproduct of your newsletter, it’s not where you start. Remember, as pre-published authors, we are building our fan base and making connections. We are building the team who will clap and cheer the loudest when we finally sign that book contract. They are cheering us on in ways we may never even realize we need.
But on the flip side, we have the unique opportunity to create connections with readers before we launch our books. And those connections are invaluable! No matter what happens to my stories, I’ve had the opportunity to meet some of the most fun and special individuals through my newsletter. I don’t know how these people found me, but I’m glad they did!
When you start your newsletter before you’re published, you allow readers to get to know you as an individual first. Not as an author they love to read.
You Don’t Need a Published Book to Have Something to Say
“It’s easy to think, ‘I’m not published, I don’t have anything to say.’”
Let me be the first to tell you, you have a lot to say! Some of my favorite newsletters are from authors who aren’t published yet. Why? Because they can’t rely on their books as a crutch! They have well-crafted newsletters that are full of fascinating information about the book they are writing and different little tidbits about that genre or time period. They also share cool stories about their lives and share other books I might like!
If you need examples of things you can talk about, I’ve made a list for you.
- What you’re writing (always include this!)
- Books you’re reading
- Things inspiring your stories
- Things about your genre or time period
- Behind-the-scenes glimpse of the writing life (good and bad)
- Personal stories that connect with your author brand
- Faith, hobbies, interests, or themes that naturally overlap with your writing
- Recommendations your ideal reader would enjoy
The key to remember is that you’re not trying to manufacture content. You are inviting readers into your world.
Start Finding Your Readers Before You Have a Book
Here’s the deal. Gone are the days when you can go to a mountain cabin for weeks at a time, emerge with a manuscript, give it to the publisher and then disappear back on the mountain. We both know that’s not the world we live in anymore. In today’s world, publishers expect authors to take an active role in building their platform and bringing readers to the table.
The beauty of starting your newsletter before you publish your book is what you learn about your reader. Again, it’s about connections, not just checking a task off your to do list. And by starting the process early, you have readers who are excited to buy your books!
Here are a few things you can learn from your newsletter:
- Who responds to you?
- What topics resonate?
- What kind of books they’re interested in reading?
- What makes them click or reply?
- What do they want to see more of?
The really fun thing about starting a newsletter before you have a book? You don’t have to send your book launch announcement to strangers. You’re sending them to people who have been cheering you on before you even had a book and they are going to be SO excited for you!!
I’m putting my Newsletter Strategist hat on here for a moment because I’m about to tell you something that may contradict what you’ve heard.
Engagement matters more than list size
I’m betting you’ve been told you need to grow your list and have a certain number of people on your subscriber list. That is important. BUT if none of those people see or open your newsletter, it doesn’t matter how many people are on your list.
A list of 200 engaged subscribers is much stronger than a list of 2,000 random subscribers that never open an email! (Check out this article I wrote earlier this year about list health and consistency.)
Your Newsletter Gives You Time to Learn
Spoiler—Your first newsletters most likely won’t be perfect. (Just like your first manuscript!)
By starting now, you have an opportunity to figure out the things that work and don’t work for you and your audience. AND you learn email marketing in a less stressful time than when your book is releasing because there is a learning curve.
Here are a few examples of what you learn when you first start your newsletter.
- How your email platform works
- How to create forms and landing pages
- How to write a welcome automation
- What type of content feels natural
- How often you can realistically send (Once a month is a good goal!)
- What subject/preview line combos work best
- How to incorporate your voice and branding into your newsletter
As you can see, there is a lot to learn before you launch your book!
IMPORTANT NOTE—Consistency Is the Real Requirement
A newsletter is only valuable if you’re willing to use it consistently. If you only send a newsletter sporadically, it won’t work in your favor. Once a month is a realistic goal for authors. It helps you get into a rhythm of writing and making deadlines.
It’s important to remember when starting a newsletter that you are learning. Consistency beats perfection every time. Because let’s be honest. No one is going to remember what you said in your first newsletter. But they will remember you helping them find their favorite book or the funny story you shared!
When should a pre-published author start a newsletter?
Before you think you need it. Seriously.
It is less intimidating when you don’t have to write one and gives you time to play around, make mistakes, and figure out what works for you. The readers who join early become your most loyal ones and get the joy of watching you become the author you’ve always dreamed of! They will cheer you on every step of the way!
You don’t need:
- A fancy website
- A giant reader magnet
- A complicated automation
- A perfect brand
- A publishing contract
- Thousands of followers
You only need a place where someone can sign up and a reason for them to stay connected!
Closing
Here’s the deal. Your newsletter isn’t a waiting room and it’s not a victory lap for when you’ve “made it”. Every day you wait to build your newsletter is another day you’re not building the list you’ll need on launch day. It’s where your relationship with your reader begins.
Have you started your newsletter yet, or is fear of the black page holding you back?
And if you’re ready to start, but feel overwhelmed by the tech, you don’t have to figure it out alone! Find a buddy for accountability or join my next “Start from Scratch” cohort, which starts on October 22.
It includes four sessions that run around ninety minutes each that include a time of teaching and time for you to work. You’ll learn platform basics, set up a form and template and gain the confidence to send your first newsletter! I’d love to have you join us! Sign up here for more information.
TWEETABLE
Kate works as a freelance content writer and newsletter specialist. She has over twenty years of experience crafting content, specifically newsletters, across diverse sectors, including non-profits, sales, and fundraising. She helps authors and entrepreneurs create compelling newsletters that connect with their audiences and offers tailored content creation services, as well as training on how to build newsletters and grow subscriber bases.
You can find her at WWW.KATEOLIVIAHUFF.COM or on most socials as @kateoliviahuff. Sign up for Newsletters Made Simple for Authors at HTTPS://REBRAND.LY/NEWSLETTERS-MADE-SIMPLEfor simple tips to take your newsletter from good to great!
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