In the ever-evolving world of self-publishing, standing out as an author requires more than just talent—it takes strategy, resilience, and a strong understanding of the business side of being a writer.
In the latest episode of The Writing Coach podcast, I speak with Kimberley Grabas, founder of Your Writer Platform and a veteran in the author marketing world. Kimberley and I have crossed paths numerous times over the past decade, and this conversation was the perfect chance to explore the biggest shifts in author marketing we’ve experienced.
Kimberley and I both launched our careers in the early days of social media—when platforms like Twitter were new, and figuring out how to market yourself online was the Wild West. Over the years, we’ve both learned that sustainable success in this industry requires more than just fleeting social media trends.
During the interview, we discuss:
- What has changed in author marketing over the last decade
- How authors can build a foundation for long-term success
- The importance of knowing your target reader
- How to make marketing feel authentic, not forced
- Why you need to know your brand values before you start marketing
- And much more!
This episode is packed with actionable insights into how the author marketing landscape has changed and how you can set yourself up for success. Kimberley’s advice will resonate with any writer looking to build a sustainable, thriving career, so listen now!
The Writing Coach Episode #208 Show Notes
Kimberley and I are thrilled to announce we have teamed up for an exciting new project:
The Ink & Impact Writers’ Retreat
Join us January 15-19, 2025, just north of Ottawa, for a magical writing experience.
This intimate, in-person retreat will be the perfect opportunity for writers to escape the chaos of everyday life and focus on both their craft and the business side of being an author.
With guided writing sessions, expert instruction on building your author platform, and plenty of time for community and reflection, we’re designing this retreat to be a transformational experience.
The Writing Coach Episode #208 Transcript
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Kimberley, welcome to the show.
Thanks for having me. It’s great to be here.
You and I met in a mastermind group that we were both part of. When I first saw your name, I thought, Kimberley Grabas… that sounds familiar. I went back through my emails and realized that when I was publishing my first novel, you were already out there doing your thing. You and I have crossed paths a few times over the last decade, so while we’ve only gotten to know each other more recently, we’ve actually been in the same space for almost ten years.
Yeah, it’s been at least that long. Actually, now that I think about it, it might even be closer to 15 years. Wild!
It is wild! What’s interesting is that we’re both entrepreneurs, and there’s this belief that if something isn’t working within six months, you should move on to the next thing. Like, if you haven’t bought your Lamborghini by the end of year one, it’s all over! But I think both you and I have really committed to the long haul. This is our passion, our vocation, and we’re in it to win it for the long term.
Yeah, absolutely. The funny thing is, I kind of fell into this. It wasn’t planned. I wouldn’t have considered myself tech-savvy at all. In fact, my kids would tease me about how little I knew about social media. Now, of course, all the things we do online are second nature, but back then, figuring out Twitter was a big deal. I remember my first post being something like, “How do you even speak this language that is Twitter?”
I initially had an idea for a children’s book, but with my background in business and marketing, I thought, Well, I need to know how to sell it. I felt like I was the only one who thought of that! I couldn’t find much information on how to market a book online, so I did my own research. I realized you could actually make money from this “weird internet business,” and once I understood that, I was all in.
That’s amazing. It’s similar for me in terms of the number of Canadian clients I have—it’s not many! I suspect it’s just a matter of population size, right? There are so many more Americans, so naturally, most of our clients are from the U.S.
Yeah, exactly. A lot of the people I collaborated with early on were U.S.-based, so that’s just how it played out. It never really felt like a challenge; things just naturally evolved. Back when we started, it felt easier to gain traction because we were getting in early. Today’s authors might think it’s harder, but it’s just different now. We were lucky to be cutting edge back then.
Yeah, I feel the same. We were early adopters, so we got a bit of a head start. That adaptability has been key, especially in an industry that changes so fast.
Absolutely. And I think part of our success has been sticking to foundational strategies rather than chasing every new trend. What worked 10 years ago still works today. You can layer on new techniques as the industry evolves, but the core strategies remain the same.
So, as someone who’s been in the author marketing space for over a decade, what are the biggest changes you’ve noticed?
There have been a few big shifts. One is how social media evolved. When we started, social media was the new kid on the block, and many people built million-dollar businesses around it. But we quickly learned that if you don’t own your platform—if you’re on “rented land” like social media—you’re vulnerable to changes in algorithms or policies that can drastically impact your business. That’s why email lists have remained so important. They’re one of the few ways to maintain direct access to your audience.
The other major shift I’ve noticed is how the concept of community has come full circle. Initially, we were building tribes, trying to pull people in from various places online. Now, people are craving more direct, personal connections. The rise of passive income models has shown that hands-off doesn’t work as well as we were led to believe. You really do need to engage with your audience.
That’s so true. It’s all about relationships now.
Exactly. It’s about legitimate connection. Early on, I thought, Great, I don’t have to talk to anyone! But over time, I realized that you can’t avoid those personal connections. Especially for introverted authors, the idea of networking can be intimidating, but it’s essential. Getting to know your audience, understanding them—that’s where real growth comes from. We’ve moved back to that community-driven approach, which I’m happy about.
People are pulling away from social media because it’s become so expensive. If your website isn’t optimized, you’re just leaking potential clients or readers. You can’t afford to lose people due to poor website design or weak copy. It’s become crucial to have everything—from your website to your brand strategy—working seamlessly together. Otherwise, you’re wasting money on ads and marketing.
Yeah, I feel like the rise and fall of blogs is a perfect example. I probably first found you through The Book Designer website where you were a guest poster, right? Back when I was learning about self-publishing, I was reading every post there. These days, it feels like blogs have taken a backseat to YouTube and video content.
That’s true, though I think blogs are still around—they’ve just evolved. It’s more about content repurposing now. So instead of writing three blog posts a week, you might create a piece of content that gets repurposed for a blog, a newsletter, a YouTube video, and social media posts. You’re still creating content, but it’s about spreading it across different platforms in an efficient way. Repurposing is key.
That’s what I often teach my authors: you don’t need to create new content for every platform. You can take one idea and turn it into different forms of content for all your channels. It saves time and keeps you consistent.
So when authors come to work with you, they’ve either got a book out or are about to launch one. What are some of the foundational elements you teach them?
One of the biggest things I do is manage expectations. Often, authors come to me with a book that’s launching tomorrow, asking what they need to do. And I’m thinking, Oh boy, we’ve got a lot to do! Ideally, you need to plan ahead, but there are always things we can do at the last minute to help.
I always start by asking, What do you have to offer? What’s the message? What’s the genre? What’s the value of your book? Authors need to understand that, as well as who their target audience is. Many don’t have a clear idea of who they’re writing for. They’ll say, My book is for everyone who likes reading. But that’s not a target audience.
On the flip side, some authors know their audience but don’t understand what makes them unique. So we dig into that—what sets them apart, why their work matters, and why it resonates with their target audience. Once you’ve figured that out, marketing becomes a lot easier.
Yeah, once you know who you are and who you’re writing for, everything clicks into place.
Exactly. When authors struggle with marketing, it’s often because there’s a disconnect between their brand and their marketing efforts. If they’re feeling icky about promoting their work, it’s usually because they haven’t aligned their brand with their audience.
A lot of my job is helping authors see that marketing can be creative and fun. It’s not just corporate buzzwords like “branding” and “marketing.” It’s about finding your voice, sharing your passion, and connecting with the right people.
That’s so true. One of the biggest moments for me as a marketer was reading Book Yourself Solid. There’s a part in the book that says, You’re not for everyone, and that was a huge relief. I don’t need to please everyone. I just need to connect with my people.
Yes! That’s such a key realization. You don’t want to waste time or energy on people who aren’t your audience. If someone unsubscribes from your email list, that’s great—it means they weren’t the right fit. You want to focus on your core audience, the people who really get you and your work.
It’s not about being polarizing, but you do need to take a stand. You want to plant your flag and say, This is who I am, this is what I do. And the people who resonate with that will be your biggest supporters.
It’s funny because, as consumers, we know what we like. We buy from people and authors we connect with, and we check out their websites, interviews, and more. But when we’re the ones doing the marketing, we tend to forget that. We think, Oh, I can’t promote myself. But if we approach marketing as a way to connect with people like us, it becomes a lot easier.
Exactly. Marketing is just about finding the right tools and tactics that fit your style and your audience. You don’t have to do everything. There’s no one-size-fits-all approach. The second you hate doing something, it’s time to stop and find a different tool.
Yeah, so that’s basically my approach—find what works for you, what fits your style and your brand. You can tell when something doesn’t fit because you dread doing it. If you hate it, it’s probably not the right tool for you. Go find another tool. There are so many marketing strategies out there, you just have to find the ones that align with who you are and what you want to achieve.
I think a lot of the trepidation authors feel about marketing comes from a lack of confidence in their own work. If you truly believe your non-fiction book is life-changing or that your fiction book is an incredible, entertaining read, then there’s no harm in telling people about it. That’s one of the benefits of working with a writing coach—I don’t let my clients publish their work until it’s good. So when they’re ready to market, they know their product is solid.
If an author is struggling with marketing, I always tell them to stop and ask themselves, Do I believe in my product? If you believe in your book, letting people know about it isn’t selling—it’s a service. You’re offering something valuable to the world.
Yes, absolutely. You need to be confident that your book isn’t a waste of anyone’s time. It all comes back to understanding what you have to offer and making sure your brand reflects that. If you don’t feel confident in your product, then something’s off—either with the product itself or the way you’re presenting it.
And it’s so true what you said about working with a writing coach. Having someone objective to give you feedback and say, Yes, this is ready to go out into the world, can make all the difference. You don’t want to rely on just family and friends for feedback because they may not be objective. You need someone who understands your genre and your audience.
Yeah, and you also need to realize that growth comes from continuous improvement. You can’t expect the first thing you write to be a home run. And honestly, when you’re just starting out, no one’s watching. It’s the perfect time to make mistakes and learn from them. As you grow, you’ll get better and better. And by the time people are paying attention, you’ll have honed your craft.
Exactly. When you’re building a platform or an audience, it takes time. That’s why it’s so important to test and experiment in the early stages when the stakes are lower. You can try things out, fail, adjust, and try again. By the time you’re really getting traction, you’ll have learned so much.
You can look at what others are doing for inspiration, but don’t compare yourself to them too much. Everyone’s journey is different. Some people may get lucky or have a skill set that accelerates their success, but that doesn’t mean it’s not achievable for you. It just might take a different approach or a different timeline.
Yeah, and I think that’s what you and I have learned from being in this game for so long—you have to put in the reps. Whether it’s writing, marketing, or anything else, you get better by doing it over and over again. People listen to my podcast and say, I could never interview people like you do, and I tell them, If you did it 200 times, you’d be great at it too! There’s no secret. You just have to keep doing the work.
Exactly. It’s all about experimentation and not taking things too personally. If something doesn’t work, it’s just a data point. You try something else. And after a while, you find your groove. You see what works for you and what doesn’t.
We also never know what other people’s journeys have been like. Sometimes it looks like they’ve had overnight success, but they’ve probably been working at it for years. The key is to keep going and not give up when things get tough.
It’s all about finding the balance between pushing yourself and being kind to yourself. Like, do you want this bad enough that you’re willing to make sacrifices? And if not, that’s okay too. But you have to be honest with yourself about what you’re willing to give up to achieve your goals.
Exactly. And sometimes the answer is, No, I don’t want it that badly. And that’s fine. You can adjust your goals accordingly. But if the answer is, Yes, I’m willing to put in the time and effort, then you have to go all in. It’s a lot of introspection and a lot of self-awareness, but once you’ve figured that out, everything else starts to fall into place.
Yeah, and that’s true not just for writers, but for anyone starting a business or pursuing a creative career. It all comes down to knowing who you are, what you’re about, and what you’re willing to do to get where you want to be.
Exactly. And what I love about what we do—working with authors and creatives—is that we’re able to help them through that process. I used to think I could just do digital courses and not interact with anyone. But over the last few years, I’ve come to realize that the coaching side, the one-on-one interaction, is so much more rewarding. It takes time, but it’s worth it.
Yeah, coaching is where you really see people succeed. When you’re just teaching or providing an editorial letter, you don’t always get to see the results. But when you’re coaching, you’re part of their journey, and that’s the most rewarding part—watching them grow and succeed.
It really is. You get to see the impact you’re having on someone’s life and career, and that’s something you can’t get from just selling a course.
Yeah, absolutely. And speaking of that personal connection, you and I are working on something pretty exciting that will give authors an incredible opportunity to connect with us and other writers in person. Do you want to tell them about it?
Yes! We’ve been working on the Ink and Impact Writer’s Retreat, which will be happening in January 2025. It’s going to be a holistic approach to writing and building an author career. We’re combining expert guidance, focused writing time, and community building into one transformational experience. We want to offer the kind of one-on-one feedback and guidance that’s hard to find at larger events. And because it’s a small group, we’ll really be able to get to know each participant and help them where they need it most.
Exactly, and we’re also going to make sure it’s a lot of fun! I mean, we’re going to be in this beautiful, cozy manor in the middle of the Canadian winter, surrounded by snow-covered trees. It’s going to be the perfect setting for creativity and relaxation. We want people to leave feeling refreshed, inspired, and ready to take on the year ahead.
And let’s not forget, for any non-Canadians out there, this is your chance to experience a true Canadian winter! If you’ve never seen snow or experienced the beauty of the Canadian winter landscape, this is the perfect opportunity.
Absolutely! It’s going to be a quintessential Canadian experience. And for our American clients, this is your chance to visit Canada, meet fellow writers, and immerse yourself in the beautiful winter scenery. We’ll make sure you stay warm and cozy, but you’ll also get to enjoy the beauty of the snow-covered forests.
Yeah, and we’ve been really intentional about making the venue part of the experience. It’s not just a place to stay—it’s part of the retreat itself. The setting will help create that feeling of escape and tranquility, which is so important for writers who are trying to find focus and inspiration.
It’s going to be amazing. Kimberley, I’m really looking forward to it, and I can’t wait to see the transformation that happens for the writers who join us.
Me too! I’m so excited about this retreat, and I know it’s going to be a fantastic experience for everyone who attends.
So, for those listening, if you’re interested in attending, check out the show notes for this episode on my website, www.kevintjohns.com. You’ll find a link to the retreat sales page where you can get all the details. Or you can reach out to berley or me directly if you have any questions.
Yes, feel free to email me at kim@yourwriterplatform.com, and we can chat about the retreat and answer any questions you might have.
And if you’re ready to sign up, don’t wait! We’ve already sold two spots, and we’re confident the remaining eight will go fast. It’s going to be a fantastic experience, and we’d love to have you join us.
Absolutely! We can’t wait to meet the participants and help them make 2025 their best writing year yet.
Kimberley, thank you so much for joining me on the podcast today. I’m really excited about this retreat, and I know it’s going to be an amazing experience for everyone who attends.
Thank you, Kevin! I’m excited too, and I can’t wait to see what we accomplish with the group.
