Promoting your Writing

• June
• 14

6:20 pm Christian magazines, Footprints History, Writing

I found the following article buried in my computer archives, and thought it really captured my early enthusiasm for all things Footprints, as well as what the world was like back then (we didn’t even have a website!). As far as I can calculate, I wrote it in about 2000 when Footprints was only a couple of years old and posted it on a (now defunct) writer’s website, to help other writers.

At the time it was called “Promoting Your Newsletter or Zine … how to make them sign on the dotted line”, because in those days Footprints really was just a (magazine-style) newsletter.

Hope you enjoy the read, and perhaps you will find ideas and principles that you can use with your blog, book, or whatever writing you are doing …

As a writer, you will probably find that you spend just as much time marketing your work as you do actually writing it.

In January 1998 I started a non profit newsletter for Australian Christian women.  It all started because I saw a need.  Everything currently on offer was either not Australian, not specifically for women, or pushed a particular narrow doctrinal viewpoint.  I knew that I longed to read a magazine that was Christian, balanced, positive and uplifting – something that I would feel comfortable giving to my friends.  So that is exactly what I set out to achieve.  Now, two and a half years later, I am printing 350 copies of each issue, which are then sent throughout Australia and beyond.  “Footprints” subscribers come from all walks of life, different denominations and yes, we even have some dedicated male readers!

It seems a long way from those early days when I begged all of my friends to sign up, to help get it off the ground.  Nowadays, I have never even heard of the majority of my subscribers, let alone met them!  But it hasn’t come easily.  I have noticed that half, maybe more, of the time I spend working on my newsletter is to promote it – rather than writing, editing or layout!

The best advertisement by far is “word of mouth”.  Encourage your regular readers to sign up their friends with little incentives – a bonus issue perhaps.  “Footprints” offers special “mate’s rates” or a cheaper price for bulk subscriptions sent to the same address. For some strange reason the postage is cheaper for these amounts so we pass on the savings to our readers.  What I am finding is that when readers sign up for their next subscription, they will usually order more than one, to give out to their family and friends.

The other difficulty is getting people to sign up again once their year’s subscription is due to be renewed.  I’ve had a lot of success by offering a three year subscription at a reduced rate.  Readers appreciate signing up for a good price, and not having to worry about writing or sending a cheque for quite some time.  With a yearly renewal, that twelve months seems to roll around awfully quick!

I am interviewed on Community Radio (a Christian station) every three months and that is  another great way of pulling in subscribers.  Later this year I will be appearing on a Christian women’s chat show on Cable TV for the same reason. (Sadly, this never happened!)

I also “speak” and run Footprints writing workshops at ladies groups and meetings, which generates subscriptions as well.  And, I send two or three press releases and/or photos to the local paper each year about big events happening in the “Footprints” world – for example, when we celebrate an anniversary, to promote one of my speaking engagements  or the Ladies Retreat which we will be hosting later this year.

I also make a point of getting involved at community events such as the Easter 2000 fete which the churches in my area put on, or at conferences.  I have a display stand, free sample copies and plenty of leaflets which I take with me. At Easter 2000 I organised the Mum’s Sanity Corner tent – playdough for the kids, and free tea/coffee for the parents. It was a quiet spot for young families to unwind, and parents could feed and change their babies.  This was quite suitable as women or parents are “Footprints” main target audience.

When we first started out, I sent a few introductory packs to churches, usually including some free sample copies, flyers and a reference from my pastor.  However, it didn’t seem to generate any response so I have stopped doing it – it cost too much for little or no results! When I phoned to find out the general reaction to the packs I had sent, they seemed to think I was “selling something” so weren’t interested. Sadly, they didn’t  catch the “Footprints” vision. “Footprints” is a not for profit newsletter – I make nothing out of it and neither does anybody else involved with it. I feel it is something God has called me to do. I would love to see churches take advantage of our discount rates and give “Footprints” to their congregations, or unchurched ladies in  their community – to bless them, to inspire them, to encourage them, to inform them.  It hasn’t worked; but you really do have to be willing to try anything and everything.  Continue only with those methods that get results!

I’ve also taken out ads in other Christian publications; or I write articles for them and they give me a bit of a promotion in my by-line.

I am working on getting a website up an running as well, I think that would be an excellent promotional tool.

The funny thing is, when I do get new subscribers they’re always like, “This is great!  Why didn’t we know about this before!” which kind of makes me laugh because as you can see I’m doing all I can to get it out there!

My dream is to one day see “Footprints” go from its current black and white format to a glossy full colour publication.  I’d love to see it on the shelves of Christian bookstores or  even newsagents around the country.  According to my research, retail outlets and distributors will not take me seriously until I have developed a solid subscriber base on my own.   Imagine if I went to the biggest chain of Christian bookstores and said “I have this newsletter with 1000 subscribers without any help or distribution” – I’m assured they will want to stock it as they will see it as a going concern.  One day!

 I wish you the best of luck as you try to make a go of your own particular writing concerns!