Newsletter Ninja 2

Key Takeaways

1. Reader Magnets: The Key to Building a Powerful Mailing List

Put as simply as possible, your reader magnet (what I sometimes call a cookie, but not consistently because that's just how I roll) is "something you give away in exchange for a reader's email address."

Loss leader strategy. Reader magnets are essentially loss leaders for authors, designed to attract readers to your mailing list. By offering exclusive content, you can entice potential fans to subscribe and eventually convert them into loyal readers.

Quality over quantity. The focus should be on creating reader magnets that appeal specifically to your target audience, rather than trying to attract as many subscribers as possible. This approach ensures that you build a list of engaged readers who are more likely to become superfans and advocates for your work.

Types of reader magnets:

• Exclusive bonus content (e.g., epilogues, deleted scenes)
• Prequels or side stories
• Character profiles or interviews
• In-world content (e.g., maps, recipes, family trees)

2. Strategy vs. Tactics: Understanding the Difference for Effective List-Building

You think strategically, but you act tactically.

Long-term planning. Strategy is the overarching plan that guides your list-building efforts, while tactics are the specific actions you take to implement that strategy. Understanding this distinction is crucial for making informed decisions about your author career.

Goal-oriented approach. Begin by setting clear goals for your mailing list, then develop a strategy to achieve those goals. Only after establishing your strategy should you choose the tactics that best support it.

Key components:

• Goals: What you want to achieve (e.g., grow your mailing list)
• Strategy: How you plan to achieve your goals (e.g., offer something in exchange for signups)
• Tactics: Specific actions to implement your strategy (e.g., creating a particular type of reader magnet)

3. Organic vs. Non-Organic Subscribers: Debunking the Myth

Organic subscribers can be bad, and non-organic subscribers can be good.

Challenging conventional wisdom. The author argues against the common belief that organic subscribers (those who sign up without incentives) are inherently better than non-organic subscribers (those who sign up in exchange for a reader magnet).

Focus on engagement. What truly matters is how subscribers engage with your content after joining your list, regardless of how they were acquired. A well-crafted onboarding sequence can help convert both organic and non-organic subscribers into loyal fans.

Key points:

• Post-onboarding, organic and non-organic subscribers tend to behave similarly
• The quality of your content and nurturing process is more important than how subscribers joined
• Don't dismiss potential readers who need an incentive to join your list

4. Two Types of Reader Magnets: Existing Readers vs. Potential Readers

Group 1 is readers who have already read your books; we'll call these people your "existing readers" (convenient, since that's what they are). Group 2 is readers who have not read your books. If we were internet marketers, we'd call them cold leads. Let's call them your "potential readers."

Tailored approach. Recognizing these two distinct groups allows authors to create reader magnets that cater to different needs and preferences.

Existing readers: These readers are already familiar with your work and characters. Reader magnets for this group can be more closely tied to your existing books or series.

Examples for existing readers:

• Epilogues or extended epilogues
• Deleted scenes
• Character backstories

Potential readers: These are new to your work and need a standalone experience that showcases your writing style and genre.

Examples for potential readers:

• Prequel stories
• Standalone short stories in your genre
• Character origin stories

5. Crafting the Perfect Convertible Cookie: A Versatile Reader Magnet

A prequel could easily be made into a convertible cookie; if a reader isn't familiar with your books, events that happened before those books stand on their own, and do a fine job of sell-through to the series proper.

Two-in-one solution. A convertible cookie is a reader magnet that appeals to both existing and potential readers, maximizing its effectiveness and efficiency.

Key elements of a convertible cookie:

• Stands alone as a complete story
• Provides value to readers unfamiliar with your work
• Offers additional insight or backstory for existing fans
• Includes a strong call-to-action (CTA) to drive readers to your main works

Examples of convertible cookies:

• Villain origin stories
• Side character spinoffs
• Prequels that set up the main series

6. Genre-Specific Reader Magnet Ideas: Tailoring Your Offer

Romance readers love an extended epilogue. They don't care so much about a prequel. (There are exceptions to this, which we'll talk about shortly.)

Know your audience. Different genres have different reader expectations and preferences when it comes to bonus content.

Genre-specific ideas:

• Romance: Extended epilogues, wedding scenes, character interviews
• Fantasy: Maps, prequels, in-world documents
• Mystery/Thriller: Case files, character dossiers, deleted scenes
• Science Fiction: Technology guides, alien species profiles, prequel stories

Experiment and adapt. Try different types of reader magnets to see what resonates most with your specific audience. Be willing to adjust your approach based on reader feedback and engagement metrics.

7. First Impressions Matter: Cover, Editing, and Product Description

Don't build your list with reader magnets that have broad appeal; build your list with reader magnets that appeal to readers who like the sort of thing you write — or ideally, already like your specific books.

Professional presentation. Treat your reader magnet with the same care and attention as your published books to make a strong first impression.

Key components:

1. Cover: Should match the quality and branding of your main series
2. Editing: Ensure the content is polished and error-free
3. Product description: Craft a compelling blurb that entices readers to download

Budget-friendly options:

• Cover: Use premade covers or learn basic design skills
• Editing: Trade services with other authors or use tools like Grammarly
• Product description: Study successful blurbs in your genre and practice writing hooks

8. Efficient Reader Magnet Delivery: The BookFunnel Solution

BookFunnel was the first platform dedicated to reader magnet delivery, and — if you want to know what I think — it's still far-and-away the best.

Streamlined process. Using a dedicated platform like BookFunnel simplifies the delivery of your reader magnets, ensuring a smooth experience for both you and your subscribers.

Benefits of using BookFunnel:

• Easy delivery to various e-reader devices
• Integration with email marketing services
• Group promotion opportunities
• Author-facing platform that limits abuse

Maximize reach. Participate in group promotions and newsletter swaps to expose your reader magnet to new audiences and grow your mailing list more quickly.

Key points:

• Consider investing in a BookFunnel subscription for efficient delivery
• Explore other platforms if they offer features that better suit your needs
• Take advantage of cross-promotion opportunities to expand your reach

Last updated: November 9, 2024

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