In this presentation, I shared three actionable email marketing strategies to help independent book authors grow their tribes and audiences. If you are interested in book marketing, or growing a base of a loyal fans as an indie author or writer, you'll appreciate some of these tactics. Feel free to contact me if there are questions. This talk was initially delivered at the BookBaby Independent Author's Conference in Philadelphia on November 4th, 2018.

1. Hello,
Indie Authors.
(and good morning, too!)

2. Hello,
Indie Authors.
This is my second slide.
Just want to make sure the
clicker works.

4. The Jeopardy
Approach
How to Find Thousands of True Fans!

5. Tom Tate
Product Marketer, AWeber
Total Introvert
Coolest Dad Ever
tom@tomtatejr.com - twitter: @tnrt
I’m your host..

6. Tom Tate
Product Marketer, AWeber
Total Introvert
Coolest Dad Ever
tom@tomtatejr.com - twitter: @tnrt

7. Tom Tate
M.A. Publishing
Rosemont College
tom@tomtatejr.com - twitter: @tnrt

10. I’m obsessed with email!

11. I’m obsessed with email!

12. I’ll stop talking about myself now...

13. Why are we here?
0.

14. Words matter.
“It’s not just that the written word still has influence and
impact, which it obviously does. It’s that the information we
consume matters as much as the food we put in our bodies.
It affects our thinking, our behavior, how we understand our
place in the world. And how we understand others.”
- Ev Williams, CEO of Medium and co-founder of Twitter

15. After this session...
● You’ll have 3 actionable strategies to help you rethink,
redefine, and revitalize your email newsletter.
● You’ll be equipped with tactics that’ll help you cultivate
true fans.
● You’ll be inspired to create energy in the inbox.
● You can check off that “email marketing” requirement.

16. What is marketing?
1.

17. By definition...
“Marketing is the process by which companies create customer interest in
products or services. It generates the strategy that underlies sales techniques,
business communication, and business development. It is an integrated process
through which companies build strong customer relationships and create value
for their customers and for themselves.”
— Wikipedia

19. Best definition...
“Marketing is getting someone who has
a need to know, like and trust you.”
— John Jantsch, Duct Tape Marketing

20. But I’m not a marketer...
● Nobody reads email anymore.
● I can’t stand getting email.
● I’m not a good writer.
● I’m not sure what to send.
● I hate marketing.

21. Congratulations!

22. Remember...
“Marketing is getting someone who has
a need to know, like and trust you.”
...and then buy your books! ;)

23. What’s the need ...
https://www.simplypsychology.org/maslow.html

24. Writers fulfill needs.

25. Email helps us
nourish our audience
between the books.

26. Source: 9to5mac.com

27. Support us...

28. Cultivating a Legion of True Fans
(The Game Show)
2.

29. What does any of
this have to do
with Jeopardy?

32. People are hooked
on Jeopardy.

33. Why is this?

34. Why Jeopardy works...
● It is consistent. Same place, same time.
● It is familiar, but different.
● It has just enough drama and conflict.
● It has a community.

35. For many,
Jeopardy is, was,
and always will be.

36. How to grow our own
Jeopardy tribe?

37. Four actionable tactics to email
like Jeopardy:

38. Four actionable tactics to email
like Jeopardy:
1. Email every day.

41. Four actionable tactics to email
like Jeopardy:
1. Email every day.
2. Develop a consistent structure.

43. Keep it short
Set constraints.
● 100 words or less
● 4 sentences or less
● 2 links with light commentary

44. Create monthly themes:
● January - Creative writing process
● February - Character development
● March - Book launch
● And so on...

45. Create daily buckets:
● Monday - Inspiration
● Tuesday - Tutorial / How-to
● Wednesday - Link to a longer read
● Thursday - Ask a question / Challenge
● Friday - Podcast/video recommendation

46. Pro-tip: schedule in advance.

47. Four actionable tactics to email
like Jeopardy:
1. Email every day.
2. Develop a consistent structure.
3. Introduce light narrative.

51. Four actionable tactics to email
like Jeopardy:
1. Email every day.
2. Develop a consistent structure.
3. Introduce light narrative.
4. Be human.

53. The psychological effect
of emailing every day...

54. https://www.simplypsychology.org/maslow.html

55. “There’s no way I’m
sending an email
every darn day.”
- YOU

56. Your life, behind the scenes.
(Reality Television)
3.

57. Send a weekly
email newsletter.

58. What should it be?
Personal slice of life emails that invite
your readers / fans into your world.

60. People are hooked
on Reality Television.

61. Why is this?

62. Why Reality TV works...
● It’s an escape – a window into a world that’s not ours.
● It’s oddly connective – “Stars—They're Just Like Us”
● It’s easy to consume.
● They’re consistent.

63. Being there.
“Modern life has us pulled in many different directions, and close ties between
family and friends are at all-time lows. Over time, we come to see the folks
portrayed on the screen as friends. We identify with their struggles and
triumphs. It's much less time consuming to take in a half an hour television show
than to connect with a friend – we can squeeze reality TV in between work, the
dishes, and putting the kids to bed."
- Dr. Jana Scrivani
https://hellogiggles.com/reviews-coverage/tv-shows/science-behind-watching-reality-shows/

64. How to grow our own
Reality TV tribe?

65. Give it a name.

67. Topic ideas:
● General life stories/anecdotes.
● Behind-the-scenes writing stories.
● Travel logs.
● Thoughts on current events (mini essays.)
● Curated content (articles, books, videos, podcasts, etc.)
● Instructional content (relevant to niche.)

69. Four actionable tactics to
become a reality email star:

70. Four actionable tactics to
become a reality email star:
1. Email weekly (or fortnightly.)

72. Four actionable tactics to
become a reality email star:
1. Email weekly (or fortnightly.)
2. Be vulnerable.

73. Four actionable tactics to
become a reality email star:
1. Email weekly (or fortnightly.)
2. Be vulnerable.
3. Provide positive value (even if that’s just entertainment.)

74. Four actionable tactics to
become a reality email star:
1. Email weekly (or fortnightly.)
2. Be vulnerable.
3. Provide positive value (even if that’s just entertainment.)
4. Explore the world – your narrative can include drama,
comedy, self-help, educational, tension.

75. The tone is uniquely
yours.

77. The psychological effect
of Reality TV emails...

78. Pyramid: https://www.simplypsychology.org/maslow.html | Cat: https://www.psychologytoday.com/us/blog/after-service/201703/is-your-self-esteem-too-high-be-successful

79. https://www.rd.com/health/wellness/television-addiction/1/

80. “There’s no way I’m
sending an email
every darn week.”
- YOU

81. A brave new world.
(Prestige Television)
4.

82. Send a seasonal
email newsletter.

84. It’s not just email …

85. It’s not just email …
(...it’s HBO.)

86. Mechanics of Prestige TV...
● Scripted
● 8-16 episodes
● Produced during an off-season
● Teased
● Debuted with great fanfare
● Delivered weekly
● Community goes wild, builds over time

87. People are hooked
on this stuff.

89. Why is this?

90. Why this works...
● Goes deeper
● The content is evergreen
● There’s a stronger story arc / narrative
● Community experiences it all at the same time
● Distance makes the hearts grow fonder

91. Benefits to you...
● Presumably less writing
● Focus on your strengths
● You don’t have to be in it
● Long periods of time not thinking about email marketing

92. How to grow your
own Prestige tribe?

93. Pitch it to yourself.

94. Productize it.

95. Four actionable tactics to send
seasonal emails:

96. Four actionable tactics to send
seasonal emails:
1. Lean into your strengths.

97. Four actionable tactics to send
seasonal emails:
1. Lean into your strengths.
2. Craft exceptional content.

98. Four actionable tactics to send
seasonal emails:
1. Lean into your strengths.
2. Craft exceptional content.
3. Use the off-season to build interest.

99. Four actionable tactics to send
seasonal emails:
1. Lean into your strengths
2. Craft exceptional content
3. Use the off-season to build interest
4. Encourage community engagement

100. Examples beyond TV.

102. Other TV tactics to
steal ...

104. Have “call backs” and
“look aheads.”

105. Have a binge-worthy
archive!

106. The psychological effect
of Prestige TV emails...

107. Pyramid: https://www.simplypsychology.org/maslow.html
FOMO

108. https://www.texasmonthly.com/the-daily-post/deadliest-highways-texas/

109. Whatever strategy you choose...
1. Add a subscribe link in your header/footer.
2. Have a dedicated page for signing up.
3. Always be pitching.
4. Stoke your audience’s FOMO.
5. Provide a strong incentive to join.

110. The BIG recap slide...
● Be a consistent and meaningful presence in your
audience’s life.
● Email every day (like Jeopardy.)
● Email every week (like reality TV shows.)
● Email seasonally (like Game of Thrones.)
● Build on-ramps for new subscribers.

111. Your audience awaits.
Your words matter.
Thank you!
https://tnrt.link/indie
Tom Tate | tom@tomtatejr.com | @tnrt