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Information in this article is pulled from Episode 137 of The Book Marketing Action Podcast featuring Caroline J. Sumlin.
The author journey is layered, creating a different experience for everyone who chooses to share their important work with the world. Whether the quantitative impact of that work is large or small, what matters is that the message is connecting with the people who need it most.
There is a lot to consider as you move toward your book launch and the period following launch. This is especially true for marginalized authors who work hard to show up and tell their stories, creating meaningful results and an impact that goes beyond the number of books sold.
The Power of Personal Connection
Embracing vulnerability and sharing personal experiences or struggles will attract new readers to your work and will also engage your existing audience. Help people see your full story so they can relate and respond. Establishing meaningful connections through personal narratives can set you apart and help you cultivate a loyal following.
As Caroline notes in the accompanying episode of The Book Marketing Action Podcast, here are some examples of ways you can connect with your audience:
- Share stories about various challenges you face throughout the day, like struggling with writer’s block or having difficulty juggling author priorities with life and work. The emotions you experience and the hardships you encounter are part of what makes you human.
- Post about a new challenge you have set for yourself, whether it’s something professional or fun, like getting back into tennis or perfecting your latte art. Your content doesn’t always have to be educational or groundbreaking.
- If you’re frustrated with certain aspects of the author journey, share those frustrations. Ask questions and seek advice from your community. It could open you up to new opportunities and perspectives and will inspire you to keep moving forward.
By weaving personal stories into your content, you will forge genuine connections and engage with your online community on a more intimate level. This approach resonates deeply with audiences, as it humanizes you, the author, and creates a strong bond based on shared experiences and emotions.
Strategic Marketing Channel Selection
Honing in on a few select marketing channels that resonate with you and your audience will yield more effective results than spreading yourself thin across various platforms. Focus on channels where you feel comfortable sharing your stories, being your authentic self, and making your voice heard.
The pressure to be present on every social media platform can be overwhelming; this approach serves as a refreshing reminder to prioritize quality over quantity. By intentionally showing up on channels where your audience is and where you feel most heard, you will maximize your impact and engagement.
Making Time for Your Well-being
Sharing your vulnerabilities, both in your work and in the way you show up online, can be draining. Remember to take care of yourself and give yourself permission to breathe, re-center, and recover from any burnout you may be experiencing.
Being vulnerable online may also garner some negativity from those who don’t align with your message or choose to show up in harmful ways. There is no shame in taking a step back to distance yourself from online spaces, and it’s crucial to recognize that you are still allowed to set personal boundaries.
By making time for your well-being and not allowing negativity to get in the way or discourage you from sharing your story, you can cultivate a sustainable and fulfilling creative practice that aligns with your values and priorities.
Re-Engaging After the Book Launch
Given the barriers marginalized authors face when it comes time to publish their work, it can be especially discouraging if book sales are low or if the numbers don’t meet expectations.
If you’re feeling disappointed with the results of your book launch, don’t let that be a reason to stop promoting your work and sharing your valuable message. Consider re-energizing your book marketing efforts by coordinating a relaunch campaign to celebrate the anniversary of your book. This is a powerful way to keep your book in the conversation and reignite the passion that made you want to share your story in the first place.
Ultimately, success does not lie in the quantitative impact of your work but in doing what matters most and sharing your message with unwavering authenticity and purpose.
Caroline J. Sumlin is a writer, speaker, and educator with a passion for helping all people reclaim their self-worth and their humanity. A former foster child turned adoptee, Caroline brings awareness, healing, and liberation to the topics of toxic white supremacy culture, systemic injustice, mental health, faith reconstruction, and bold, purposeful living to her growing audience. Prior to writing full-time, Caroline served as a special education teacher in the D.C. area for five years. She received her Bachelor of Arts in Journalism from Howard University. Caroline resides with her husband and two daughters in Northern Virginia.
I am the founder/CEO of the Weaving Influence team, the author of Reach: Creating the Biggest Possible Audience for Your Message, Book, or Cause, and the host of the Book Marketing Action Podcast. I’m a wife and mom of three kids, and I enjoy running, reading, writing, coffee, and dark chocolate.