CRAFT: Using Book Publicity to Deepen the Author-Reader Relationship by Gina DeMillo Wagner

In the months leading up to the publication of my debut memoir, Forces of Nature, I was already feeling twinges of burnout. I’d been working tirelessly on the book for almost five years, excavating and examining my personal experiences, transforming them into something universal and meaningful. I was ready to shove the baby out of the nest, allow her to exist in the world independent of me.

So, when my publishing team approached me about writing a series of essays, or “companion pieces,” to help promote the book, I bristled. The last thing I wanted to do was sit down and write 10,000 words about the 80,000 words I’d just written. But my publicist assured me it would be time well spent. Writing smaller pieces and placing them in big media outlets would elevate my debut, make my name more recognizable, offer new readers a preview of my work, create “buzz.”

It’s a painful truth that to promote their existing writing, authors must create even more material: Personal essays. “Day in the life” videos. Listicles. Excerpts. Behind-the-scenes stories. Office tours. This publicity content helps audiences get to know an author and a book before they commit to buying. It’s the first impression, the swipe-right that leads to a long-term, writer- reader relationship.

We live in an attention economy, and writers need megaphones to cut through the noise. Still, I wondered: Is there a way to market my book without being shallow or self-serving? And if so, what would those essays look like?

Center Your Reader, Not Yourself

While some purists might argue that art doesn’t require an audience, most contemporary authors will admit that they prefer their work to be seen, consumed, or appreciated in some capacity. I like to imagine writers and readers enjoying a symbiotic relationship. My words and a reader’s response to those words are enjoying an ongoing conversation.

I kept my “someday” readers in mind as I crafted my memoir manuscript. From the beginning, I knew I wanted to create something that I wish I’d had access to years ago. I wanted to offer validation, a memoir that gave shape to experiences that I hadn’t seen anyone write about before: growing up alongside disability, navigating family estrangement, mourning the loss of complicated relationships, and the ways nature and geography mirror our emotional landscapes.

In short, I wanted my story to become everyone’s story. I imagined people reading my words and getting to know themselves on a deeper level. If attention is integral to art, then I want to seek attention on behalf of my audience, not just myself.

So, then, when it came time to brainstorm ideas for companion essays, I thought again about my readers. What did they need? What might they like to know? How could I offer them something meaningful or useful?

Use Frequently Asked Questions as Inspiration

As my publication date drew closer, I realized I already had access to ideas for companion pieces — I just had to pay attention and write them down.

I was participating in podcast recordings, bookstore events, media interviews, and posting on various social media channels. Again and again, the same questions kept coming up: What did my family think of my memoir? Why did I choose to write in the present tense? Was it healing or cathartic to write this story? How did I find the time to write while also working a demanding full-time job?

Answering those FAQs in person gave me the opportunity to consider my responses carefully, to look into the reader’s eyes and consider their perspective. The back-and-forth offered clarity and a chance to dig deeper into each topic. I saw the nods of recognition in other audience members, which told me that others had the same struggles too.

After my interviews I began writing those common questions down and documenting my responses. Over time, I converted each question to an essay and sent them to my publicity team.

The result? Instead of feeling burned out by all that additional writing, I felt satisfaction and relief.

I started to think of my readers as pen pals. With each article or essay I published, we were getting to know one another, comparing our experiences, solving common problems, seeing each other. In this way, the icky task of marketing a book and self-promotion were transformed into something more meaningful, lasting.

Start Now

No matter where you are in your writing practice, you can begin brainstorming ideas for companion pieces. Here are a few places to start:

1. Social media: If you’re active on social media and discuss your writing there, check in with your followers, read comments, and look at direct messages to see if there are common questions or concerns.

2. Conversations: When you talk about your work with friends, colleagues, or fellow writers, what themes come up? If you speak publicly or participate in interviews, are there any questions you are repeatedly asked?

3. Your manuscript: Do a word search or create a word cloud to see what ideas or topics trend in your writing. Look at your deleted scenes and see if you can turn them into essays.

4. Current events: Can you draw any connections between your work and what’s happening in the news or pop culture?

Above all, take note of the dialogues you have about your writing — with others and with yourself. It will help distill the talking points, provide clarity on your central themes, goals and target audience. You’ll build stronger relationships with your readers. And, if publishing is your goal, it will help you convince agents and publishers that you know how to market your book.