An expectant author (book is due in nine months) asked me: “How can I publicize my book without getting swallowed by social media algorithms?”

Me: “Start a newsletter.”

It’s not the only publicity tool, but it’s a great place to start.

I’ve suggested newsletters to more than a few businesses because, as one writer recently put it, relying solely on social media can feel like you’re “building a house on a sinkhole.”

But this is for you, authors …

When I help authors get their work into the world, I offer a custom menu of publicity options, including newsletters. They’re different, though. They multitask. They inform, entertain and publicize while giving you something social media doesn’t: You own your subscriber list.

Even if your book’s topic is super niche, your newsletter proves you can write (phew, I know) and gives readers a reason to stick around. Here are a few ways they do that:

• Newsletters turn strangers into invested readers. A newsletter lets readers get to know you if you’re not already a name in the writing world. Readers can watch, even help your ideas develop, and interact with you. Familiarity leads to excitement for what’s to come.

• Newsletters let you test ideas before they’re published. (The first two are valuable for independently published authors) Which title works best? Does the cover art capture (human) browsers? Which characters or subtopics get readers talking? Learn and tweak.

• They’re a news tool. There’s an insider-ish thing where people love to know about releases before anyone else. Break news about your book to subscribers first.

• Write after launch. Readers’ questions, niche news, reviews and events can fuel future editions. They might even spark your next book.

Do newsletters attract readers?

I’ve created and watched audiences grow when authors commit to their communities. Stay true to your readers, and you could earn their loyalty for as long as you write.

But, but, but … social media? 

Social media still matters, but algorithms and changing platforms make it tough for your messages to stick if you rely on only that. Your newsletter lets you write, grow and own your audience the way you and your readers want. You make the rules, not a bot.

Let someone who’s developed newsletters as a PR tool help you create yours. Contact me at [email protected]

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