Newsletter Swaps: Should You Give These a Try?

Last time, I blogged I talked about giving away your work for free as a part of your marketing plan. Today, I'm going to discuss "Newsletter Swaps": what they are, why you should look into them, how to do them successfully, and where you can find them. So, let's go:

What are newsletter swaps?

This is a marketing technique that is inexpensive (could even be free), where you promise to feature an author or her book in your newsletter to your mailing list in exchange for the other author featuring you and your book(s). 

Why should you look into newsletter swaps?

Newsletter swaps are an inexpensive way to find new readers who like your genre. The cost is basically your time and any money you have to pay for your newsletter list, but that money you would be spending anyway to send your newsletter to your readers. Newsletter swaps also don't take much time because the author should provide you with what they want you to say about them and their books, just as you will for their newsletter. Plus, newsletter swaps give you more content for your newsletter, and it is a service to your readers. You are saying: Here's another author that I know who writes something that you might want to try out.

How do you do a newsletter swap successfully?

There are some tips to making these work well--best practices. 

    1. Find an author who writes for the same genre or audience that you do. If your best writing buddy writes sci-fi and you write romance, you can still do a newsletter swap because you never know who likes to read both genres. But generally, you want to try to find another romance author, and one who writes similar to you--another sweet romance writer for example. Those readers will want to find new authors in genres that they like to read. 

    2. Provide an offer. If you have a newsletter swap coming up, consider providing a discount or free book (or a reader magnet) to the other author's newsletter list. If your first book in the series is free or you always give away a free ebook, like I do, then ask the author to promote that. Remember, you are looking for readers who want to make a commitment to you and your writing by buying more than one book or signing up for your newsletter. So you may need to give them a taste of your writing inexpensively until they become fans. The other author's newsletter list is an audience hungry for books, so make it easy for them to try one of yours! 

    3. Create art for the author to use. I love it when other authors provide me with a ready-made photo by using a site like Canva and some text, so all I have to do is load their photos and copy and paste their text into my newsletter template. This also ensures that the other author is providing the information you want to their newsletter list.

Okay, I'm sold...where do I find newsletter swaps?

First, look at your own list and social media feeds, and see if you have any authors on there that write the same genre as you. Send them a message, and ask if they would be interested in a newsletter swap. But you may NO other authors and still make these work, thanks to sites like Book Funnel (fee-based) and StoryOrigin (currently free). Both of these sites list group promos and newsletter swap opportunities that you can be a part of if you have a newsletter list. These are great ways to find new authors with new readers that you don't already know.

If you've tried newsletter swaps or are thinking about it, let us know in the comments below! 

Margo L. Dill is an author, editor, teacher, and publisher, living in St. Louis, MO. She teaches the WOW! Writing a Novel with a Writing Coach class, which starts on December 4. You can check out her books on margoldill.com and her publishing company at Editor-911 Books.  

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4 comments book marketing, Margo L. Dill, marketing strategies, newsletter swaps

When Is it Smart To Give Your Work Away For Free?

Have you ever given your writing work away for free? This is sometimes a controversial topic for writers. But I do it, I have done it, and I believe in "free stuff"  as a marketing tool. I do think you have to be smart about when and how you give your work away. 

But before we talk specifically about writing, think about how often you've gone to a store because it was giving away something free. Have you bought one brand over another because of its "buy one get one free" deal? I mean, maybe I'm alone here, but pre-pandemic, I LOVED free sample day at the grocery store, especially when the free samples were wine! Free is not a marketing tactic that's only for books and writing, but sometimes, I think creatives take special offense to this tactic. 

And I totally understand why. Many of us sacrifice a lot to get the words on a page--we get up at 4:00 am while our kids are still sleeping. We stay up until midnight after our partners go to bed. We use our vacation time to work on our writing. We pay money to take classes, go to conferences, and get editing and writing advice. 

But still, I believe in using the "free" marketing strategy during these four situations:

1. If you are unknown: If you're unknown and competing with famous and well-liked authors, it doesn't matter if your book is better or your essay is the next award-winner. If readers don't know you or know they even need to find you, then they won't. I've said on The Muffin before that you have to look at yourself as a consumer, too. What are your buying habits? Do you search out the most unknown but well-reviewed piece of literature, or do you buy what your book club is reading and what's featured in the Scholastic Book order? If you're unknown and you plan to write more than one book (so this is a career), then don't be scared to give your book away for free sometimes to create buzz and interest.

2. If you need reviews: You need them. It's just a fact of being an author. If you're a book author, you need reviews, and I'm here to tell you that if you're not famous with a bestseller, getting reviews is very difficult. Readers are busy. Readers are now dealing with a global pandemic. Readers want to help you, but they don't understand (really) how much their review will help you. And it doesn't have to be five star (although that's great!). It has to be honest and give a little detail about the book to show they have read it. I recently gave away ecopies of both Finding My Place (middle-grade historical fiction) and Read-Aloud Stories with Fred Vol 1 (from my publishing company, Editor-911 Books). We are now getting new reviews (and an added bonus--readers have started checking out Fred's book in the Kindle Unlimited program--I am THRILLED!). Reviews are social proof. (PSA: If you read a book and you love it, go give the author a review on Amazon or Goodreads!)

3. If you have a book series: If you have a series of books (three or more), one popular marketing strategy is making the first book perma-free (always free) to entice readers to give it a try, get hooked, and then buy the rest of the books in your series. Again, think of yourself as a consumer--if you find an author whom you like, do you buy more of his/her books? 

4. If you need credits for a bio: If you don't have a book out yet, maybe you didn't even make it this far in the post, but you need to be willing to give away work for free too, especially if you are JUST STARTING OUT! I know that "selling" your story to a magazine for copies or putting your work on a website for impressions and views and likes aren't the ideal situations, but if these platforms give you some of your first writing credits and samples, then don't be afraid to do this. You know, a lot of professions, such as teaching, require UNPAID internships. You need experience and you do the work, and it is part of your degree or what you put on your resume. These first writing credits--think of them as an internship--you need something to put in that bio paragraph when you're querying agents to show them that you're not a one-book wonder, that you're in this for the long haul and willing to do your homework!

5. If you need names for a mailing list: Whether or not you are a book author or planning to be, many writers have enewsletters, and to get people to join, they giveaway a reading magnet, usually an ecopy of something. The cost? An email address! Then hopefully, you've gained a long-time subscriber and fan of your work. This is the last time I will say this, I promise (because this is almost over), but haven't you signed up for a newsletter to get a free story or a coupon or a helpful worksheet or template? I have. Very few people are dying for more email in their inbox, but they're dying for a great short story or to keep in touch with their favorite essayist...

Don't be afraid to give your work away for free. Just be smart about it. See what other writers and authors are doing who write the same material that you do. And if some tactic doesn't work, it's not the end of the world. You didn't make "the biggest mistake." Just take a deep breath, and try someting else. 

Margo L. Dill is an author, publisher, editor, teacher, and writing coach living in St. Louis, MO, with her daughter and dog. She is currently giving away a free book for her publishing company--it's true (practice what you preach)--to get your FREE ecopy of The Dog and the Flea: A Tale of Two Opposites by Fred Olds from Editor-911 Kids (picture book)--go here today (October 28) and tomorrow

(October 29). To sign up for Margo's next novel writing coaching class that starts on November 6, look here. 

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6 comments author marketing, book marketing, free books, giveaway, Margo L. Dill, marketing strategies