Writers: Want More Buying Readers? Give More Before You Ask for the Sale

We're bombarded by reading choices. Not only do creators battle for our time and attention, but they battle for our loyalty. As new writers it's easier than ever to get started, but much harder to get noticed.

Instead of shouting the loudest on social, try giving instead.

Social media and advertising are push-marketing (in most cases). We stand behind the reader and heave her towards our books, shouting "buy my stuff! buy my stuff!"

Push marketing will sell a few copies, but it won't build relationships. If we want to build a loyal following, we've got to give before we can receive.

Our readers have more choice than ever. Every month more books enter the pipeline, aimed towards the same number of readers. If we don't build a strong relationship with our audience they'll leave us for the next shiny thing that comes around.

Ya' gotta give to get

Giving isn't some trick. You can't con your way into a sale by giving your reader a bunch, then assume she'll reciprocate. What giving does is create a relationship between writer and reader — a bond that will stick over time.

We all love free stuff — especially free books.

We're not just writers. We're readers too. And what do readers like? More books. When a writer sells a book to a reader, we're not really selling her a book. We're buying her time. Books are cheap, but time is irreplaceable.

When we, as writers, give away some of our best work free, we lower the barrier on entry on the relationship. If the reader doesn't like our free book she can stop without the guilt of money wasted.

When we give first (be it a short story, piece of content, or an entire book) we leave the next move to the reader. We say "here, I made this. I'd like you to check it out," and we stand back.

But, I worked so hard on my book…

I get it. Maybe it's the only book you have. Or you want to sell a book and you've got nothing to give. These are all good points. But if you want to sell more than one book to the same reader, you've got to start the relationship by giving.

Not only will you build your email list, but you'll also help the reader into your writing style with almost no effort required on her part.

Giving takes time and effort.

Those writers willing to do more work to give their writing away will be the ones who win. Times aren't just changing. They have changed. We've got to self-promote or we'll starve. There's no one coming to help us sell more books.

We need our readers to stick around a long time.

In walks giving — when we give we change the nature of the reader-writer/seller-customer relationship. We gave a gift with only the expectation we hope the reader will read it.

Give some of your best work

Many authors get this wrong — many. Don't give a little piece of nothing that took you five minutes to write, as your main giveaway to earn a reader. Remember, you're buying her time.

Give her a piece of your best writing.

I can't tell you how many one-star-worthy free books I receive from well-intentioned authors who hold their better work behind a pay wall. If you give your potential readers a shiny turd they'll never buy your paid books, because they'll think all your work is terrible.

You don't have to give away everything, but give until it hurts. Then give a little more.

How do you know if it's your best work?

If you're asking that question it's a good first step. When you re-read it does it surprise or disgust you? If you get the latter, I'd pick a different sample. If you hate the piece while you write it, but return a week later with raised eyebrows, it's probably good enough for a reader. Give it a try. Run it through the meat grinder. If you get no response write something else.

What to give away?

If you're giving to earn a reader, give an entire book. What? Yes. If you're an indie author and you want to create a reader for life, you've got to earn it. A big portion of your readers may be freebie-seekers, but the serious readers are in there too. And the serious ones need material upon which to judge your writing. They need a full book.

Nope, not the first three chapters of your paid book. That's not exciting at all.

You've got to write your drawers off and create an entire book exclusive, only available to your subscribers. I do this with my book. I get people asking me where to buy a copy and I won't let them.

Giving works.

Once you earn a subscriber you keep her by giving more. I like to give short stories. As of now these stories are unavailable elsewhere. If you want my best stuff you need to be part of the team. I won't give to any Tina, Don, or Larry off the street. You've got to raise your hand if you want my work.

We give until it hurts. Then we give a little more. If the writing we give makes an impact on the reader, a certain percentage will become buyers. This is how you eat, so having something for sale is an important part of the equation. I did say give MORE, but not everything. That would be stupid (unless eating bores your).

What if I run out of material to sell after I give so much away?

If you're a writer and you run out of ideas it may be best to try a different vocation. All joking aside, you can both give and sell the same material. Let's say you give a series of short stories or articles over the course of a year. At the end of the year you compile all the best stories into a book and sell it.

Yes, your readers could get the information free, but now you're selling it in one place.

Many business books are packaged blog posts. But readers buy them anyway, for the convenience. As long as you gave away the information to your best fans first, then ask for money second, you can repackage free content.

Don't sell a book and give it away later. That will make for an angry customer.

But the reverse is OK. People understand you need to eat and live somewhere. When I was building my list I had nothing to sell at first. This worried some of my readers and I'd get emails asking me where they could buy more of my work to support my writing.

Readers are an amazing bunch, with a loyal streak unlike most other areas. As writers we should be very grateful. No one's calling the plumber asking her how we could be more supportive.

It's time to give some of your best stuff.

We want to see how you write. We've got many choices — a huge stack of choices fighting for our attention. Will you be the winner? You'll get there through giving and keep the reader through giving. Occasionally, she'll reciprocate and buy a book.

We're waiting for you.