Turn Readers into Superfans: Build Two-Way Connections

We all know the importance of using beta readers. Their feedback, if used effectively (see Bardsy's "retelling" technique), helps us write publishable novels. Where do they come from? Besides friends, family, and fellow authors, the best betas come from real readers. And they don't just show up; you have to entice them. Today's post concerns growing your readership while simultaneously uncovering the most loyal. Then, the idea is to nurture these fans into superfans, turning them into beta readers and more.

Don't stop there. Just as beta readers are readers, you should seek every reader's feedback. Input is good. Grab every bit you can get from everyone before, during, and especially AFTER your novel is published. (We talk more about how to apply feedback elsewhere.) Before you balk, think about this: what reader wouldn't want to know their input was valued? Plus, they may even influence your next book. Keeping readers involved, before and after a book is published, makes for better writing and nurtures your network, which leads to more readers. It's truly a virtuous spiral.

How do you do it? The simple answer is one at a time. Whether you're starting out with your first book or your fiftieth, we recommend this approach. Every reader counts, satisfied readers especially so because they translate to future sales. Here's the lesson: every fan has the potential to be a superfan who provides the basis for long-term careers. So, get out there and give them that opportunity.

Start small by doing things that don't scale

You can do for 100 people what you can't do for 10,000, meaning you can communicate directly; in other words, you can meet your readers and let them meet you. The two-way part, i.e., reciprocity, is key. This can start with the reading friends you know. Invite them into your author world and solicit their thoughts: favorite book or character, books they didn't finish and why, etc. Then, move to an active social media presence. It doesn't have to be your account; it can be groups you follow, such as those on Facebook. These people interact with each other as readers and offer a way for them to talk shop. You should drop in and join the conversation. Remember, you don't have to take any advice, only consider it.

Further along the road to superfandom, you'll need a way to reach them. It's time to collect emails and use them wisely. You can start with announcements, a simple newsletter, as many gurus advise. The trick here is to make it interesting and ideally interactive. Think from their perspective: what do they want to know, and more importantly, what do they want to tell you? If you don't have something to say, keep it short and to the point. Answer every single email when you're starting out (and hopefully beyond) to show that you're invested in your career, even if it's a simple "thanks for reaching out," and then give them an easy way to move to a higher level of engagement, keeping in mind that most won't take it.

Of course, you should do live events (in-person or online). Bookstores normally love to host local authors. Indie stores and even chains like Barnes & Noble and Books-A-Million are often generous to their community authors. Libraries and community centers are resources, too. Look for opportunities to tie your book's theme, characters, story world, or more with something your audience would like. Their engagement is your goal (and, of course, showing up).

If you are not enamored with the idea of an in-person event, online appearances are fine, too. Monthly hangout sessions (who wants to call them "office hours"?), coffee club chats, book club talks, and other casual, informal gatherings allow you to show your presence ("Hey, I'm a real person, readers!") and give readers a chance to get to know you.

And finally, let's talk about social media. We mentioned it earlier, but using it to your advantage is key. Know your target audience and which platforms grab them best. Facebook users tend to be Baby Boomers, Boomers+, and Millennials. This is a good venue for discussion groups and book clubs. Instagram aligns more with Gen Z, Millennials, and Gen X. Its appeal is widening to Boomers, too. If your audience trends younger, think TikTok: Gen Z, Gen Alpha, and some Millennials can be found there. And remember to post, repost, share, engage, and interact!

Reward their contributions accordingly. They're investing in you, so you will return the favor in proportion.

Developing Reader Relationships

As your readers get to know you, the next step is to build upon that camaraderie. Show your appreciation for their support. Reward everyone with a little something, and the more invested with something bigger. Short stories, never-before-seen chapters, coupons to shop your store or to buy another of your books are examples. Stickers, bookmarks, and the like can work, too. You can even give the most loyal extra-special, super-duper incentives if they, for example, show up at an event or otherwise engage. A signed special edition of an already-released book may go to your biggest supporter.

The initial goal is to reward their contributions accordingly. They're investing in you, so you will return the favor in proportion. The long-term goal is to separate true fans from passersby by increasing the size of the faithful's prize. Eventually, you'll want an Advanced Reader Copy (ARC) "street" team. From the loyal reader pool, you'll find the fanatics who will commit to helping spread the word about your awesome books. And don't forget—they make great beta readers. So, stay connected to this core. They really are your bread and butter. Treat them well!

Superfans can lead an army to buy your books

From that first beta reader to that extra-excited superfan, making connections with them all is critical to your career's success. Do small things with great attention. Communication is a two-way street. When a reader cares enough to share their thoughts about your book, give back in equal measure. Then, figure out who you can count on and honor their loyalty. Before you know it, these superfans will be leading an army toward buying your books.

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