“Kick-Starting Your Community”
Dear writer, I hope you had an excellent week and took time to dabble with concepts for your promotional materials! This week, we’re going to take the next step in the marketing journey: book events. If you’ve been wondering how to begin growing your connection with readers, a book event is a fantastic way to begin. But before we dive in, let’s take a look at others who created events to strategically build connections and mobilize community toward a message.
Events in History
Saint Francis of Assisi is an excellent example of a man who used events and experiences to mobilize community. Francis abandoned his life of wealth and privilege when he received God’s call to rebuild His crumbling church and began nursing lepers in the colonies near Assisi and collecting physical stones to repair the dilapidated chapels in the Italian countryside. When Francis heard a message on the commissioning of the twelve disciples to preach the Gospel of the Kingdom, he committed to a life of extreme poverty and began preaching through Italy’s rural communities.
These rural “events” quickly drew the attention of others, and by the end of a year, Francis had been joined by eleven men, who also embraced the call to poverty and the preaching of the Gospel. Recognized by the Pope as an official order of friars, Francis’s message continued to grow and gain influence among women, young families, and in time among the lives of the rich and powerful. The impact of St. Francis’s work is still felt today in the world and in our Christian faith. But that impact began with those small country “events” where he invested heavily in the lives of those the Lord drew to him.
Events in the Bible
Esther is another fantastic example of someone who harnessed an event to build trust and relationship. When warned of the threat against her people, Esther did not immediately plead with King Xerxes for help. Instead, Esther intentionally created a space to serve the King through two luxurious banquets. Because of the connection she cultivated, by the time she made her request, King Xerxes was more than ready to listen.
Here’s the thing, writer. It may be tempting to view a book event is somehow ingratiating or self-serving. But if we, like Esther, take the time to truly love and serve those the Lord brings, we’ll often find ourselves amazed by what genuine points of connection can develop and what doors may open. In Esther’s case, her wholehearted service to the King opened doors of favor not only to rescue the Jews but also to enact, with Mordecai’s help, laws that stamped out the threat of antisemitism all across the Persian empire.
Events in Life
When my brother in law suddenly passed away, leaving my sister and their four children, I began to create monthly “events” for her three eldest to allow my sister—a sudden single parent—much needed time to rest. Each month, I planned a whole day to invest in the lives of my two nieces and nephew through special outings and structured times of teaching and play. Through these events, a trust was established, and one day my five year old niece surprised me by asking important questions about God, her dreams, and faith. Within a few months, she asked Jesus to be the Shepherd of her soul!
Events in Your Life
It’s often the same with us, writer. As we take time to create events and spaces to connect with our readers, amazing and unexpected doors can open to speak encouragement, love, and truth into their lives. Because here’s the thing. Our goal is not simply to sell books but to touch lives with the words of God. Sometimes that touch starts by simply giving the gift of presence and a listening ear, because the true beauty of reading comes when something of the message God has given us intersects with the lives or our readers, and they can suddenly see it in a fresh and life-changing light. Let me show you…
- How then will they call on him in whom they have not believed? And how are they to believe in him of whom they have never heard? And how are they to hear without someone preaching? – Romans 10:14
- A word fitly spoken is like apples of gold in a setting of silver. – Proverbs 25:11
- A man’s gift opens doors for him, and brings him before great men. – Proverbs 18:16
- A generous person will prosper; whoever refreshes others will be refreshed. – Proverbs 11:25
- “In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.” – Matthew 5:16
You see, writer. The world desperately needs the words you have written. But before some find the value in your book, they will first need to discover you. Just like with Assisi. Not only did he embrace poverty himself, he made space for others to understand and join him in his journey. Wherever he went, he boldly brought those values with him, whether embracing lepers—or men of power—with the love of God.
And here’s the real deal, writer. A book event is all about being who you are and creating space for their lives to intersect yours in way that can have a lasting impact. It’s about creating a sense of weight and substance behind your message by demonstrating that you care enough about it and about them to truly invest in both.
Probably the best example of an event that established true connection is the story of God himself. When we fell from fellowship with Him, He not only sent us a steady stream of His words, He also demonstrated His seriousness about His message and about us by coming and living among us for 33 years: the Word made flesh. This could be considered the very best “book event” of the greatest story ever told. And just like we love because He first loved us, often what opens doors for readers’ interest your God-given message is to recognize your genuine care for them, too.
Where to Start with Events
If you feel overwhelmed by the idea of hosting your first book event, remember that, whether or not you sell a single book, the opportunity to see and hear those God intends to reach can make an impact beyond anything you imagine. Just like Assisi’s care for his men and Esther’s investment in King Xerxes opened doors that changed history. Just like my weekend “events” created space for life-changing conversations with my niece. And here is the wonderful thing…
As you take time to truly listen to and invest in people at your event, you will grow too. Every conversation will refine your expression, articulation, and demonstration of the message and value God has given you and bring greater clarity about who God is truly reaching with that message and how.
So are you ready to consider the world of book events? Here are a few things to consider as you get started…
- Consider Your Event. What kind of event will best reach your readers and create a space to get to know them? A book launch? A signing? A reading in the park? Let the nature of your story and needs of your readers inform your choices. And don’t forget to do a little research to see what book events are already happening in your area or online. Sometimes organizations, libraries, or churches will host author fairs with reasonable table fees. These can be great opportunities to jump into!
- Consider Your Story. How can you best capture the heart of your message in your signage and décor and arrangement? (Read more in our branding and promotional materials posts!) Some thoughtful preparation of both your table display and printed materials can go a long way in catching the attention of readers who are actually looking for what you offer by giving them a glimpse into the world of your story. Think outside the box here, and don’t be afraid to be creative! For instance, much of my fantasy novels take place in the woods, so I arrange my book table with moss and pine cones as well as attractive posters and signage clearly displaying the books I have for sale.
- Consider Your Readers. What would make your readers feel comfortable and welcome? What would catch their eye? Are they busy moms? Consider offering a small snack for them to grab as they go. Are they voracious readers? Have some free bookmarks with your cover design, book blurb, and web address. Tailor the space to welcome your readers. Creating room for true investment in their interests and lives can go a long way to opening points of connection.
- Create Opportunities for Ongoing Connection. If you are genuinely connecting with a reader, take this moment to invite them deeper into your story as a writer. Have cards on hand with your author contact information and web addresses. Encourage them to reach out with questions and comments as they read. Offer a sign-up list for them to receive your newsletter or weekly blog. Not everyone will take up the invitation, but for those who do, this is the moment true relationship can begin to grow. Because here’s the thing, writer…
Anywhere we invest in the lives of others, more often than not–whether they buy a book at all–they will remember that moment of genuine connection and care. And you never know how the Lord may work in their lives–or yours–through that connection. Because here’s the most beautiful thing of all: love never fails.
God will not fail to use for good anything you lovingly invest into the life of another. Though many thought St. Francis was crazy, his heart for the Lord and for His people has impacted lives all across the world even today. Esther’s investment in King Xerxes saved her people and affected an entire empire for generations to come. The space I created for my nieces and nephew laid a foundation for their growing faith and salvation.
So I encourage you, today, writer. If you feel a bit overwhelmed with the notion of creating your first book event, remember that, at heart, it’s about loving people and creating a space for your story to intersect theirs. As you seek to serve them, whether you see it or not, you can be sure your investment will make an impact, too.
#connection #community #love #EveryWriterWriting
