How to Build a Successful Marketing Magnet for Authors

Photo by Jess Bailey on Unsplash

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​I often hear that marketing is the least desirable aspect of becoming a successful author. And I get it. Marketing has a negative connotation in my mind. It conjures the image of hounding someone to purchase something they don’t need to gain a profit. It feels slimy and yucky.

But that’s not what marketing your book has to be. It can be a positive experience. It can be about building relationships with your readers and your fan base. It can be genuine, grounded in the principles of service to others.  And one great way to do that is to offer content that helps you connect with the right readers. Your target readers. You do that with a lead magnet that provides value to your potential readers.

But how? Let’s take a look at some tips to help you build an attractive and valuable lead magnet or reader magnet for your fans.

Author Lead Magnet or Reader Magnet
First, you need to understand the difference between a lead magnet and a reader magnet. Primarily, it’s about purpose and intended audience. You can read more about the two in Email Marketing for Authors: Getting Started with Lead Magnets and Using Reader Magnets to Market Your Books.

Lead and Reader Magnet Tips for Authors
To design an attractive and professional lead magnet or reader magnet, here are a few key steps to consider:

1. Know Your Target Audience
Who do you want to reach? Who do you want to read your book? What genre of reader do you want to attract? What problem do you want to solve for your readers? What are your readers looking for?

Remember, your goal for a lead magnet is to connect with people you don’t know, while your reader magnet should build trust, credibility, and engagement with your current contact list.

When you understand who your target audience is and what is important to them, it will help you create a magnet that is valuable to them. A free chapter, a cheat sheet, a worksheet, or a character profile. Something that connects with them and meets a need. When it’s valuable and desirable, your magnet will help you achieve greater engagement.

2. Use Clear, Compelling Headlines and Descriptions
On your website or sign-up form, explain what the lead magnet offers and how it benefits the reader. Focus on the problem it solves and highlight key takeaways. You want your potential reader to clearly understand why your lead magnet will be so helpful to them. Use a compelling title that effectively communicates the value and benefits of your lead magnet.

For reader magnets, make it easy for contacts to download or participate in your free offering. Clearly explain what your readers will gain, and be transparent about what you are getting as well. Remember, you are building community. Relationships. Fans will trust you, support you, and buy from you when they think you are being honest, generous, and authentic.

3. Design with Professional Visuals and Branding
Speaking of websites, every author should consider building one. Branding as an author is important, and a website goes a long way to establishing and communicating to readers who you are as an author.

Incorporate your brand elements from your website, such as logos, color palette, typography, and style, into your magnets. Consistency across your brand builds recognition and trust. Use high-quality graphics and clean layouts to make your magnets visually appealing and easy to read.

4. Include a Strong Call to Action and Contact Info
Once readers have found your lead magnet, that’s half the battle. But ultimately, you want to create relationships and engagement. It means nothing if they download a worksheet, but never engage with you further.

Help readers understand what to do after utilizing the lead magnet. Do you want them to join your mailing list? Follow you on social media?

Make it clear that you would like to continue sharing valuable content with them and gain feedback from them. You also want to share your contact info. This builds credibility and shows them you are serious about building community.

Communicate what steps your readers should take with your reader magnet as well. Do you want them to share an upcoming book title on social media? Attend a local author event? Or perhaps you are simply sharing something with them to build excitement. Be clear and make it easy for them to take any actions necessary.

5. Choose the Right Format
Popular formats for authors include PDFs (ebooks, cheat sheets), quizzes, worksheets, or exclusive content delivered via email. You can use tools like Canva or Adobe InDesign to create professional-looking, brand-consistent magnets.

You also want to make sure your design is easy for your audience to consume. Keep paragraphs short, use subheaders, bullet points, and lists for readability. Ensure your magnets are easy to download or automated for email receipt quickly and easily.

Conclusion: Using Magnets to Connect and Grow Your Reader Base
These tips will help ensure your magnets look polished, offer value, and achieve growth and community with your reader base.

​Remember, your goal is to build relationships with your readers. Be authentic. Provide value. Offer genuine engagement. And pray that God will connect you with the individuals who would benefit from the stories and resources you provide.

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