Nuclear war plunged them into perpetual winter. The survivors must rely on their wits and courage. Beware—you never know who wants to stab you in the back. If you’re a fan of Snowpiercer or the Mad Max movies, you’ll love this post-apocalyptic survival story with fierce females taking the lead. Plenty of action!
I love George Orwell’s 1984. Everyone had to read this dystopian nightmare at school and the teacher didn’t accept no for an answer. I was 14 when the jubilant year 1984 came around. I loved sports: reading was my least favorite pastime. I’m glad she forced me because the book blew my mind. I cried when I reached the ending (a masterful approach to spiritual death).
So you have that Finnish teacher of literature to thank for my books (and this blog). I’ve dreamt of writing like Orwell and my dystopian book, Unholy Warrior stemmed from that dream. I put my main character through some horrific ordeals but I think the rat cage in 1984 is far worse.
I’ve read Orwell’s classic dozens of times, and each reading reveals a new layer. His characters are living, breathing people, and the English language easy-flowing, hinging on perfect.
Everyone knows that book because George Orwell foresaw the use of audiovisual equipment to spy on citizens- a nightmare all too real after the digital revolution. For me, the book is memorable because of Winston Smith and his doomed love affair with Julia.
And here comes the character-related writing advice:
The matter of website design; it all depends where you’re at. If you just started publishing short stories, a blog would be perfect for you and easy to create. Maybe you have ten best sellers out (congrats, you lucky bastard!). That means your author website must house different sales channels.
This article is only a superficial scratch on the fascinating theme of web page design, but I wrote it to guide you onto the path. Remember that you can always add features and scale your business.
Create a header that consists of a headline and a theme image. Canva is great for making graphic elements. It’s free and offers multiple styles. Choose pictures and a theme that goes with your genre.
Add your core pages. I suggest the following: front/home page, landing page (for offers), books for sale or upcoming books (presale marketing). Additional pages to your liking: short stories, author bio, guest authors (swap for publicity), blog, competitions, and whatever you like.
“Authors often make the mistake of thinking that people visit their websites just to read their bio. Are you, the author, important? Sure, but your book is more important. Let people know they’re on an author’s website by making your product the star of the show.”
Tell the potential customers who you are as an author, and advertise your book. Always add a functioning link to Amazon or some other bookstore. Remember that each extra action causes your customers to fall out of the sales funnel. Make buying as easy as possible.
Establishing a PayPal account and using the PayPal button has become rather easy nowadays. Remember to count printing, sending the book, and all other expenses so that you break at least even. If e-commerce becomes too complicated, just use the Amazon/Nook/Kobo/Play Books, etc. links with a buy now- button.
Remember to test. Everything on your page must work before you publish it!
An extra puzzle: what would make people come back to your site?
A plugin is a mini-application that you can incorporate into your site. Most website builders offer a range of free plugins, but extra features demand a small monthly/yearly fee.
Newsletter subscription and a customer database (MailChimp for instance)
Test your site speed with several different browsers and operating systems. Ask friends and family to experiment. Post a poll on social media and allow fans to voice their opinion.
Scalability means that your website theme and the mechanics behind the visual facade adapt to different viewer devices and screen sizes. Open that mobile phone of yours and check your visuals. Ask friends to look at pages and click on the links. Request an honest opinion and have them answer a few questions. The process is similar to the beta reading of your book.
Remember that having no author site is the worst option. Having a 90s feel with everything blinking 100 mph is almost as bad as having no page. Boasting a smooth functioning website is your calling card as a professional writer.
Branding means that you use consistent features throughout your virtual existence. Having the same account name everywhere and using a logo helps people recognize you wherever they stumble upon your content.
A film-noir color scheme on your website? Great! (if you’re a mystery writer). Use the same header on your social media. After you get the hang of branding, a consistent effort soon becomes second nature.
But, a brand is much more than colors and visuals. You know what a writer’s voice is, don’t you? The brand is your voice when it comes to the web: instantly recognizable and consists of a thousand little things.
“Brand is everything people perceive you as. It’s your personality, every word you write, the fonts and colors you use, the way you make people feel when they read your books or visit your website. Many people wrongly equate brand to a logo or website colors and although these are brand elements, a brand is much more than just these graphic aspects.”
Start simple and add complicated elements after you master the basics. Create a landing page if you don’t know what else to do. Many website builders and emailing software offer articles and advice on how to create a simple landing page.
A landing page should:
House your writer bio (short)
Show off your products = books
Engage the customer and keep the conversation going
Offer promo codes and discounts (IMPORTANT!)
Advertise an incentive to a selected group of customers (give them a VIP-feeling)
Want to start a writer’s newsletter? I heard the BLAH. But you want people to buy your book, don’t you? Everybody screams: yes! Maybe you have an author presence on several social media platforms, and creating another content channel feels like much work and no fun.
I always say: choose your weapons. We have our preferences, and someone swims like a fish on Twitter as the next person loves Instagram (I do). When you open a new channel to reach for your readers, nothing is more direct than a newsletter. The preferred message arrives at people’s private inboxes. The list of your newsletter subscribers is a database of potential book-buying customers.
The Introvert Dilemma
Many of us are introverts and miss the golden times when authors sat typing while sipping red wine and chain-smoking. The manuscript traveled via snail mail to the publisher who took care of the rest, which became history.
Well, those days are long gone. Even if you hook the agent with a genius query letter, and consequently, Barnes & Noble is dying to publish your book, they still want you to market it! The agent takes a look at your social media presence, and so does the publisher. Do you blog? How many subscribe to your newsletter? Three? Thirty? Three thousand? The numbers don’t lie; they tell the professionals that you know how to market, and you’re a potential moneymaker.
Writing is easy; selling the book is the hard part. Not selling has created more disgruntled ex-writers than booze and the Second World War combined.
I asked the members which issue I should blog about next, and the answer is (ta-da): Author Newsletter.
This is because writers think the newsletter is the hardest channel to create because of technical difficulties with WordPress plugins and what-not IT- problems. But there’s another obstacle which is more difficult to overcome: fear of marketing your brainchild.
Making a Connection
There’s no going around this evil duty: you must establish a newsletter. And newsletter marketing is so much more than blasting: “Buy my book!” on days without end.
“If you’re an author, this means identifying the target market for your books and understanding how they spend their time online. If you’re writing for a young adult audience, spend some time immersing yourself in the densely populated online world of YA readers and writers. What do they like to see from YA authors online? How do they discover new books and new authors?”
Think about your Social Media posts. You’ve established a set of content types and subjects which your followers enjoy. Use that knowledge when you create newsletters. Programs like MailChimp (which I use) have excellent tutorials that guide you toward better marketing. The web overfills with marketing courses for writers. Ask your author friends who sell impressive figures, on Amazon or elsewhere, how they studied marketing.
Embed a subscription form on your website. Sometimes you need to copy-paste a string or HTML- code from the newsletter software to WordPress or whoever hosts your site. Allow subscribers to sign up via a form in the sidebar or footer on every page of your website.
Decide how often you send. Once a month is enough if you ask me. This frequency also allows you time to design awesome content.
Gather subscribersbefore sending out anything. Offer a freebie in return for giving their email address.
Compose your newsletter. Promote the newsletter across Social Media and build your subscriber base.
Don’t add anyone into your subscribers unless you have their permission! Also, learn about spam legislation in your country.
The answer to this question depends on who you ask. Googling the search term: “What to put in your author newsletter” produces some great articles. Think of your products and who you are as a writer. Draw lines around what you feel comfortable sharing.
A list of possible subjects:
Share customer reviews
cover reveal, or a sneak peek
giveaways: a signed copy of your book or a chance to ask you questions about your characters
Share your blog
Exclusive articles that you don’t share elsewhere. Give your subscribers the feeling they are VIP, part of a selected few.
who you are as an author and a person
awards from writing competitions and honorable mentions
Remember that new skills take time to master. You spent several years learning writing and developed through trials and tribulations into the author you are today. Study how each post does. MailChimp and others offer excellent spreadsheets for statistics. Take heed of the percentages: how many opened your email? Did the opening produce link clicks? Don’t replay errors and use the themes & content which people love to open and follow.
Each link click loses a percentage of your customers. Design your newsletters in a way that offers direct, clear statements and endorses a call to action. Allow subscribers to comment and respond. Pick a theme for each newsletter. If you lead your subscribers into a maze of confusing directions, they won’t end up buying the product.
Seeing that only 1,3% of receivers ended up clicking the Shop Now-link of your recent newsletter might depress you, but the funnel explains what happened. It’s normal; most customers don’t come out as frequent buyers at the bottom.
“A marketing funnel is a collection of stages that prospective customers move through with the first stage being the awareness stage. Marketing funnels were designed to push these potential customers through the buyer’s journey to ultimately purchase a brand’s products or services.”
Source and more information on funneling:
Study funnels and everything else. And stay patient because an expert industry attempts to unravel the secrets of buyer decision making and the psychology of the hunter-gatherer. As an author, you are a start-up business, but leave time for child-like unchained creation. Do something small every day to add subscribers to your list. Post daily on social media and learn to publish content which has a demand. Before you know it, you have cracked the killer combination.
Even if you end up with the email addresses of sixty people, that’s sixty more than the guy or gal next to you.
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