Is Reader Engagement a Myth?

Customer engagement is something I've never experienced. Many self-published authors claim to have developed engagement through their newsletters, but that's impossible without having subscribers who've actually purchased your work. How else would they know to subscribe? Unless they're really lonely and crave a full email inbox. 

For the back matter of my books I ask for reviews (nicely) and I list my website. I don't beg for newsletter subscribers, but I do have a signup form on my site. I have it because I'm supposed to. I never actually get any signups, but I never actually send a newsletter, either.

It might be because I would never personally subscribe to an author's newsletter, but I'm completely missing the point of them. Sure, if you're a famous trade-published author like, I don't know, everyone uses Stephen King as an example, you might be fascinated by what he has to say. You are probably excited to learn about his upcoming release. But when I think of engagement, I view it as a two-way communication ~ or, as they say, developing a relationship with your readers. King does nothing of the sort in his newsletter; all he does is plug, plug, plug ~ audiobooks, TV movies, his Spotify account, award nominations. Me, me, me, me!! He does have a contact link on his website, but it's made clear that all communications go directly to the webmaster. King doesn't have time to deal with the little people!

I (lowly me), however, would be thrilled to communicate with...anybody. It's not as if I've never tried. If there's a good way to do it, it's lost on me. I've asked questions, both on social media, where I once got one response, and in my now-defunct newsletter, where I was ghosted. It's like being the least popular kid in junior high.

Culling through articles on reader engagement, here are some suggestions the writers offered (many of these apply to social media. but can may also work for newsletters):

• Post opinion polls/quizzes
• Host a photo contest showing people reading your book
• Use reader reviews as marketing tools
• Always respond to comments
• Do book giveaways
• Employ humor
• Don't be afraid to be yourself
• Ask questions

When I used to send out a newsletter, I did most of these things. A caveat I always need to mention is that my subscriber list was not organic; that is, they weren't readers of my books. No, I didn't pay for subscribers, which apparently can be done through sites like Fiverr, I purchased a spot in a Subscriber Surge Giveaway that was offered through Written Word Media. I didn't yet have a newsletter because I had no subscribers. This was a way (I thought) to accumulate some, and then I'd start my newsletter. 

Well, WWM didn't offer women's fiction or even contemporary fiction (and they still don't, I see), so I asked and they told me to go with literary fiction. In hindsight, that was insane. When I think of literary fiction, I picture a rich man wearing a smoking jacket, puffing on his pipe in his library, and pretending to care about the human condition. In simpler terms, a snob. The book I chose, one of three full novels I had published at the time, wasn't a navel-gazer. It had a plot, for one thing. It was good old-fashioned contemporary fiction. 

So, yes, I managed to get almost two hundred subscribers, but not the good kind. None of them would deign to read one of my books. Nevertheless, I went ahead and sent out my first newsletter, hoping...well, I don't know what I was hoping; that a miracle would happen? That my newsletter would be so entertaining, they'd enjoy it despite themselves?

Anyway, I tried giveaways, I did a quiz once, I included reviews. I would have happily responded to comments, had I gotten any. It was an embarrassing disaster.

Personally, social media is more effective. And these tips can be incorporated for social media, but only if you have interested participants. And that means people who've read your book...and liked it.

I don't deny that an author can drive some sales by demonstrating a winning personality. If your posts are entertaining and people look forward to them, they might be inclined to buy your book. Something like that isn't easy to pull off. Most writers aren't exactly extroverts. 

So, fellow authors, any winning strategies for driving engagement? (Don't worry; I won't be breathlessly awaiting comments. 😉 )