Writing a Newsletter When Your Book Isn’t Published Yet

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Today’s post is by author Nancy J. Fagan.

Two years after procuring my agent, most of which has been spent on submission with manuscripts #1 and #3, I’m still in limbo, waiting for an editor to connect enough with my work to want to go forward with a novel.

Meanwhile, I’ve done what’s recommended. I write, I listen, I learn. I’ve watched a substantial number of webinars from experts on marketing and the business of writing. I’ve taken professional coaching and attended countless conferences and classes. I workshop weekly with other like-minded writers. I am halfway through my fourth novel and have written a monthly newsletter for over two years.

Marketing webinars tout a newsletter as an important tool for authors to build their audience. However, I’ve often heard the question asked, “What should I put in a newsletter if I don’t have a book out yet?” I had the same question a few years ago.

I had written newsletters for companies before, filled with updates about industry, procedures, or employee spotlights. I had enjoyed those opportunities, puzzling together the layout, editing the columns, coming up with new ideas for inspiration. But that content basically revealed itself within the environment.

A member of one of my writing groups asked if anyone wanted to work on newsletters and we connected. The two of us tossed ideas around. I knew I did not want to add the pressure of a weekly newsletter to my daily work but recognized that consistency matters so I committed to a monthly offering. I also had no desire to write about my writing process every month, but I was not sure what other topics would attract readers.

When I bemoaned not having a book out to write about, my friend suggested, “You’ve written a manuscript. There are endless things to talk about. Think about all the research you’ve done.” Using her prompt, I created a newsletter that found its inspiration from my work behind the scenes. It developed into something quick, easy to digest, and interesting. I gained a faithful readership, but I found much more.

1. I went back to my research.

I surveyed my bookmark files from my novel research. Within them were countless subjects so I picked broad categories and opened sites to peruse them again. Because I’m a nurse and I often write medically oriented scenarios, I focused on those. The topics, like ether frolics or what the first operating rooms looked like, were ones that fascinated me. I enjoyed learning more about them as I wrote. Now, I often deep-dive past what I’ve used for my novels and find other interesting facts, turning them into informational essays with lots of links for readers to pursue further if they desire. I also tie into my manuscripts, occasionally quoting from them or giving some insight or connection to the topic at hand. My readers get to know my characters and some of their quirks.

2. I developed my structure and layout.

I developed a clean and consistent layout. I wanted sections that readers could deal with quickly. A main essay, some related book recommendations, plus I pull out five quick facts to highlight. In addition, I have a second feature column at the bottom of each newsletter. Initially I wrote flash fiction pieces about historical women or printed rejuvenated cut scenes from my novels. Currently, I highlight an author, some famous, some debut, and many smack in the middle of their careers. I ask them a few questions, and their answers take about a minute to read. I’ve received great feedback about the section, from both participants and my readers. I’ve gotten to know some of the authors a little better and enjoyed learning about them myself.

3. I organically grow my subscriber list.

Initially, I had five friends who subscribed, then fifteen, suddenly I had close to one hundred. I collect them through word of mouth, social media outlets like Instagram and Facebook, and my website link. I build my readership slowly but surely. Though my subscriber base came to me one by one, I have very little attrition. My subscribers stick around. Eventually, I expanded the places my newsletter could be accessed. I keep an updated link on my website so anyone can click to sample the current issue before subscribing. I also post the current newsletter on LinkedIn, Linktr.ee, Instagram, and my author Facebook page. In addition, I maintain an archive linked within the newsletter in case anyone is interested in a back issue.

My email list continues to grow every month, and I’m well into triple figures at this point, plus many readers outside of the newsletter subscription list. All without a published book. I did it without offering any prizes or book magnets. My only incentive is relatable content.

4. I keep readers’ trust.

My readers are special. I want each person to feel comfortable in my hands. To gift them something of myself within each issue that they find value in reading. I am thrilled that they use their precious time to read what I write. When my novels are published, and they will be, I also know many of my subscribers will be buyers. To maintain that level of connection, I keep avenues to contact me obvious, like social media links and email. I message back every time anyone sends kudos or a question. If I know them in person, I often get verbal feedback on a certain subject that has tickled them. One of my writerly friends will text me with delightful commentary on each issue. These are moments that feed my soul in a way that is unique and priceless.

5. The surprise is in the sauce.

I learned through this process how much I love to write about different topics. And now I have a core readership of people who give complimentary feedback and encourage me to keep going with my content, book or no book. Writing the newsletter, once I developed my style and tone, turned from a chore into a bright note in my monthly task list. I simply enjoy writing each issue. I write it for my audience, but I also write it for myself. It is not the same as delving into a fictional universe. Instead, my newsletter and its components exercise a different part of my brain, one that is engaged and growing. It’s a delightful benefit that nourishes me every month. Once a newsletter is written and scheduled for delivery, it gives me fuel to keep going.