“Serving Readers through Relationship”
Dear writer, I hope you had a good week and enjoyed our series on publishing! This week, we’re shifting gears from publishing to the next phase of the writing journey…marketing.
That’s right, writer! It’s tempting to think of publishing as the “finish” line. But once your book is in print, a whole new journey begins! Now, don’t let the name marketing scare you. This is the moment you’ve dreamed of. The moment that you’ve labored for and prepared for. The door is now open to reach the readers who have been on your heart!
This leg of the journey can be deeply gratifying and surprisingly rich and rewarding. Because here’s the thing, writer. While there are many technical tips and trick and strategies for marketing, the heart of all excellent marketing is this: learning how to connect to the heart of your readers. There is a rich store of relationships that can be uncapped in the process!
But before we jump in, let’s take a look at some others who took time to strategically and meaningfully connect with those who needed their message.
“Marketing” in History
C.S. Lewis is a great example of a man who sought to connect with his readers. After serving in WWII, Lewis saw a great need to reach the disillusioned British masses with the basic truths of the Gospel and launched a series of radio broadcasts to best and most easily reach them. This series was very popular and not only brought many to faith in Christ, it also launched his book “Mere Christianity.”
As C.S. Lewis moved into the world of publishing his many books, his engagement with readers only grew as he answered thousands of letters with questions from fans and from those struggling with and sometimes even opposed to the faith. This continued engagement with his audience, without doubt, helped him keep abreast of the heart and needs of those he was trying to reach and helped inform his ongoing work. Though they may not be thought of as “marketing,” those letters and future broadcasts served not only as fantastic way to connect to people to his writings but also to the Christian faith.
Here’s the thing, writer. Marketing is all about getting to know your readers. And while you may have (and should have!) researched your target readers well beforehand, there is nothing like connecting with those who have read your book and love it. Never underestimate the power of “marketing” by simply growing connection with others.Lewis himself met his wife through his letter writing.
“Marketing” in the Bible
Paul is another great example of a masterful “marketer,” who looked for every opportunity to share the Gospel message by connecting to the hearts of the people he came to reach. Paul said famously, “To those outside the law I became as one outside the law (not being outside the law of God but under the law of Christ) that I might win those outside the law. To the weak I became weak, that I might win the weak. I have become all things to all people, that by all means I might save some.” (1 Corinthians 9:21-22) The impact of Paul’s efforts immeasurable, and his work to connect his message to his readers is still affecting millions throughout the world today.
Here’s the thing, writer. Through you may not be attempting to reach all men, as Paul did, the heart of marketing is embarking on the beautiful adventure of discovery about the people you’ve come to serve. By intentionally engaging, you give space for God to work more deeply in readers’ hearts and lives as you discover how to refine your message and tailor its delivery to reach them. It all begins with those points of connection.
“Marketing” in Life
I engaged in “marketing” when I went to Uganda to teach western style reporting. I knew that, while I was there, I needed to “sell” my students on the idea of being on time and of proactive communication—both very counter-cultural traits. Shifting culture is no joke. Especially in three months. And as I prayed over my students and what they’d need to learn, God showed me the importance of connection, taking time one on one with each of them for coaching; of conversation, making the bulk of my teaching fully interactive; of understanding, learning who each student was personally and designing the class to address their specific needs; and of being, experiencing their life and culture and the difficulty of being on time with unexpected obstacles typical of Ugandan life. This last point spoke volumes to them as I bicycled to class, ate their foods, and “moved” with them.
By the end of the three months, these students were running (counter-cultural!) to class to be on time and proactively communicating scheduling changes and absences to teachers and supervisors other than me! This was big leap, and it happened by intentionally meeting them where they were, as they were, and embracing all that was beautiful while helping them to move beyond what was holding them back. These students still reach out affectionately from time to time and have grown far beyond the level of skill I taught!
“Marketing” in Your Life
Now, here’s the thing, writer. The Kingdom of God moves and grows by relationship. when we remember that the goal of marketing is essentially reaching people and sharing hope, it becomes less intimidating. And here’s the beautiful thing.
Any one of us can do that.
We may do it in different ways, and our readers may need it in different ways. But as we come with a heart of humility to serve them, God will give us the grace we need to stretch into those new areas. And here is the other thing. It’s amazing how people respond when they know you care about them…because you truly do.
Here’s an example of what I mean.
- To the weak I became weak, that I might win the weak. I have become all things to all people, that by all means I might save some. – 1 Corinthians 9:22
- 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? And how are they to preach unless they are sent? As it is written, “How beautiful are the feet of those who preach the good news!” – Romans 10:14-15
- The Spirit of the Lord God is upon me, because the Lord has anointed me to bring good news to the poor; he has sent me to bind up the brokenhearted, to proclaim liberty to the captives, and the opening of the prison to those who are bound… – Isaiah 61:1
- A voice cries: “In the wilderness prepare the way of the Lord; make straight in the desert a highway for our God. Every valley shall be lifted up, and every mountain and hill be made low; the uneven ground shall become level, and the rough places a plain. And the glory of the Lord shall be revealed, and all flesh shall see it together, for the mouth of the Lord has spoken.” – Isaiah 40:3-5
You see, all of our readers have a deep need that our King intends to meet through our words and story. Even if it’s just a moment of refreshment and rekindled hope as they enjoy a piece of uplifting fiction. The key to marketing to understand how the Lord wants to meet those needs and the best pathways to do so. And, as evidenced in Lewis, Paul, and myself, the results can create an impact far beyond the scope of anything we’d imagined.
Where to Start with “Marketing”
So if you are ready to jump in, here are some things to consider!
- Know your audience. Take time before you publish to research your target audience. Learn as much as you can about their lives, habits, needs, lifestyle, and methods of connection. If you can, visit with friends, family, or even casual acquaintances who are in that audience. Don’t be afraid to reach out to people you don’t know well. Often their feedback is some of the most insightful.
- Begin Building Channels of Connection and Relationship. Begin making spaces for relationships to grow in advance and begin to build people’s anticipation for your message. This could look like creating a Facebook author page or Instagram account. It could also look like following influencers in the arenas your target readers live in as another opportunity to learn more. Consider sharing these influencers content with your new and future “readers” as it pertains to your book or to shared interests.
- Invite Interaction. As you begin to build these spaces for connection, it’s important to be authentic. Don’t be afraid to be yourself and to share snippets of your writing process and life that you know would also interest your readers. Are you writing a cozy mystery series surrounding a famous chef? Consider sharing a new recipe you are trying. Are you writing a book to help people get organized? Share a photos of your closet redo. Are you writing historical fiction? Share pictures from your next research trip to that museum, the library, or historical site. People love to get to know the real you!
- Value Communication. As people engage take the time to form thoughtful replies. They don’t necessarily need to be long, but as you begin to grow connections, there are few things more powerful than letting your readers know they are seen, heard, and valued.
Because here’s the thing, writer. So much of that the world calls “marketing” and “platform building” is simply this cultivation of community and relationships to help others grow. To put it another way, marketing is simply leveraging the best of technology and communication to connect with the lives readers to infuse them with the hope and joy and wisdom God has given you. In fact, part of why “marketing” has become such a byword is the fact that the world, for a time, has tried to divorce the human element from the marketing process.
But here is the beautiful thing, writer. We have an opportunity not just in our writing, but in this process of “marketing” itself to touch the hearts of people with the hope and encouragement and truth and light of God. Any point of connection, however mundane, can be uplifting when filled with the light and kindness of the Lord.
So I encourage you, today, before diving into the technical nitty gritty of the marketing, prayerfully consider how you can begin developing a place and space to begin engaging in ongoing relationship and what your readers need. As you steward those relationships and words, which are two of the most precious gifts God has given, just like Lewis and Paul and myself, you may never be able to measure the full impact of the seeds you sow.
#marketing #relationship #growth #youcandoit #EveryWriterWriting
