Dear Friend,
If you’ve been following my blog, you’ll know that my schedule was being overrun with doctor’s appointments galore. And not just the appointment itself, but the “rules” that involved each tension-filled visit. Could I eat before? Did I need to avoid caffeine, which meant avoiding my guilty pleasure, chocolate? Did I need to up my water intake, avoid exercise, or exercise more?
I thought I was in the home stretch on the cardiology series of tests. I’d been in for the echocardiogram test. Not lots of fun, but I heard my heart beating, “lub-lub,” repeatedly. That was reassuring. At the end of the test, I asked the technician if I was okay.
She answered as I expected, “I’m not allowed to say.” Then, she paused and spoke quickly, as if someone might hear her tell me, “If you were in horrible shape, you wouldn’t be leaving this room, but going to the hospital.”
Whew! Bullet dodged.
Next was the CT scan to check my heart and arteries for calcium build-up. For the appointment scheduled for the following day, I checked the reviews of the location. I’d been there previously and filled out arduous paperwork, only to find out that the equipment to take my X-rays wasn’t working. Sure enough, the reviews told me all I needed to know. There were twenty-seven reviews for that location. On a scale of one-to-five bad to good, the reviews were twenty-six “ones” and only one “four.” Not just petty fussing either, but experiences that involved a technician incompetent at inserting IVs – several times! Ouch! Or a technician not showing up, so the test was cancelled at the last minute.
Quickly, I developed a horrible headache, called, and canceled the appointment. Researching other facilities that offered the same tests, I found one that had a much better track record. I called my doctor to request another test order for the other facility, which was a nail-biter since the test needed to be completed before my final cardiology appointment. But first, my medical plan required the test to be approved.
That hurdle handled, I set an appointment, which wound up being rescheduled, since the technician wasn’t available.
See a pattern here?
Instead, I worked out on the treadmill at my gym, so I’d be in better shape for the stress test the next day, which would be on a treadmill. Unfortunately, I didn’t make it through the 15-minutes I planned to spend prepping for the stress test. Stepping off the treadmill (which was stopped-No, I’m not aiming for a spot in a home movie show), I stepped down, but the treadmill had almost no space next to it. I lost my balance, landed kerthunk on my butt, and curled up, because there wasn’t enough room to hit my head on the floor. Thank goodness!
Results included aches and a headache. I called the cardiologist to reschedule the stress test, which was stressing me out! Now, it’ll be two more weeks before I can finish these tests.
My husband remarked that my hurting from the treadmill incident was traceable back to my internist, who set up these referrals. Perhaps, but now we’re in the realm of the philosophical. Is my entire life predetermined, or do we make choices that influence consequences?
Coming around to my blog’s title: What are the consequences of our actions? Are our actions intended or unintended?
And with that thought, I introduce you to our guest, Jessie Cunniffe, blurb writer extraordinaire. Sharing concepts she’s found successful in reaching intended audiences, Jessie offers iconoclastic ideas that work! Even if you’re not an author, consider her message to gain an audience for your writing, be it writing your annual holiday newsletter, or to contest an unfair Homeowners Association policy, or touting any other project.
In my previous blog, I provided Jessie’s bio. Rather than repeat what I said, please look at “Taken to Heart,” the blog I published on August 28th. https://shelleysommers.com/taken-to-heart/
HERE’S JESSIE
DEATH TO AUTHOR NEWSLETTERS
I’m just going to say it: author newsletters suck.
They suck to write (most of my clients tell me they dread the quarterly/monthly email sit-down).
They suck to read (if I see another author update that starts with “My goodness, I have NO idea where [insert month of choice] went!” I will personally burn down the internet.
And most importantly, they suck at creating book sales.
But you know what sucks more? Coming up with social media content and battling against an ever-changing algorithm to get in front of your ideal readers.
I know this, because social media has burned me out many times over…but email changed my life.
No, really. It changed my life.
But be warned: I’m not a conventional email marketer, and I don’t think you should be either. The do’s and don’ts I’m about to bestow on you will likely draw criticism and even outrage from your fellow authors…but unless they’re where you want to be, shut your ears and give this a go.
Ready? Let’s jump in.
DO: Email more
This is the scary part. But if you take nothing away from this article, let it be this: the more you email, the more money you will make.
Yes, even for authors (I’ve tested this with my clients).
In 2021, I was emailing once or twice a week, terrified of “spamming” my audience. Almost no sales.
In 2022, I started emailing five times a week using my Email Content Secrets* method. Boom—my biz went full time.
That’s five emails a week about blurbs (one of the weirdest niches there are) and thousands of people read them every single day.
My emails take me 15-20 mins each, tops, and I LOVE writing them. They get me replies, have taken me to lunch with subscribers on the other side of the world, and—most importantly—bring in sales consistently.
DON’T: Segment your list
Listen, this is a bit of an unpopular one—but hear me out. I am only and unapologetically interested in raving fans. If you don’t love me enough to get excited about everything I have to say…we’re just not a good fit.
For this reason, I don’t have a monthly/weekly “blast” option for my emails. Either you get ‘em all, or not at all.
Yes, this does mean some people unsubscribe, especially if they’re not ready to use my services just yet.
But you know what? Every single one of my clients is incredible to work with. And the people who leave? Sometimes they come back, other times, it’s clear I was just gonna annoy them.
Be brave enough to hold out for adoring fans—they will reward you richly.
DO: Sell in EVERY email
This is an art, and will require some practice. But so long as you are providing value (e.g. a fun update, an interesting personal story, an insight into your process), a sales call-to-action at the bottom of every email will not irritate your true fans.
The trick is to RELATE your sales pitch to whatever you’re writing about. E.g. I talked about how getting new bangs gave me immense confidence—then asked authors if they felt confident about sending their book out in public with their current blurb. Accompanied by a link to my audit service, this was a natural transition into helping them IF they need it. If they don’t, they’ve just enjoyed a fun story about my new bangs, and leave feeling happy and entertained.
But the REAL benefit to selling in every email? You quickly and easily turn away every single person who never intended to give you money. Some people expect everything for free—you don’t need these people on your list.
DON’T: Freak out about unsubscribes
I get unsubscribes from every single email I ever send. This is a sign you’re doing something RIGHT. Unsubscribing is an action—and all good marketing inspires action. Being wishy-washy enough to never upset anybody is a really good way to be forgettable.
Give thanks that your subscribers are self-selecting, and know that YOUR people, the ones who really truly value what you’re sharing, will stay.
Go forth and email!
*Email Content Secrets is my flagship email course for authors and creatives. It only opens a couple of times a year. To get on the wait list, click here.
Want to see Jessie’s email skills in action? Join the BBM list (and get her FREE blurb cheatsheet) Click Here .
PROGRESS AND OTHER ANNOUNCEMENTS
The Greatest Thing is closer yet! I know the ending and it’ll provide happily ever after for many. As I’m focusing on a relaunch of Louisa’s Passion on October 18th, there will be a delay before I publish The Greatest Thing.
Louisa will now get the attention she deserves, since I have professionals whose talents bring more awareness to new books. Look for our relaunch on Amazon’s KDP on October 18th, as well as the paperback. If you’d like to read the books, paper or ebook, please choose to purchase Louisa’s Passion on October 18th. It will help awareness and put Louisa and her family and friends higher-up on the “algorithm” which Amazon lives by.
Go to this link: https://shorturl.at/rQqMm
If you have time to listen today, September 11th at 3 pm PT and AZ time, 6 pm EDT, I’ll be the guest on Paula Judith Johnson’s monthly “Spotlight on Romance.” I’ll be speaking about “Banishing Writer’s Block.” To access the webinar–it’s on Zoom, go to – https://shorturl.at/gZOPC
If you don’t have time today, within a few days, Paula Judith will post my talk on YouTube.
