creative book promotion with ally loyns

finding the confidence to shine and blossom

Self-published Winnipeg poet Ally Loyns’ joy and confidence is infectious, and she’s always doing something new and interesting to get the word out about her book. (She’s also the one that made cry that one time).

I wanted to talk with Ally about promoting yourself, because it’s such an important thing for authors to know how to do and also because Ally does it really well and uses so many unique opportunities to her advantage. For non-authors, this interview is an interesting glimpse into what it takes to market yourself as an indie author! And… was this also an excuse to pick Ally’s brain for my own benefit? Absolutely.

AS: Tell me a bit about yourself!

AL: Ally Loyns, 23-year-old two-time self-published poet (A Generation of Sunflowers and Bloom). I began writing at 14 but at 17/18, it turned into a cathartic method of processing my grief and trauma. I am currently in the midst of writing volume three, Flourish. When I'm not working on business I am taking care of my grandpa, building Lego, relaxing with my kitty, or watching Netflix.

AS: You always seem to be connecting with various organizations and not the first ones that come to mind for book marketing! How do you end up on podcasts, getting interviewed, etc.? Do you approach them yourself and what does the behind-the-scenes of that process look like?

AL: I jump into the direct messages of these podcast accounts, introduce myself and ask how I go about becoming a guest on their show. It's as simple as, “Hey I’m Ally, a BPD advocate and published poet. How does one get on your show?" Podcasts love guests, especially diverse guests (I'm a caregiver, poet, makeup artist, queer, BPD advocate). I always offer to send them my work as it's a great subject to talk about on that episode. As a thank you but also to break stigma. Since my work is heavily centered around mental health, that gives me a segue to many different opportunities, NOT just book related things.

AS: That’s a great approach, seeing what non-book related opportunities or communities your book might fit in. It’s important to think beyond the bookstore and more traditional book promotion spaces, especially these days. What does your overall book marketing planning process look like?

AL: I don’t necessarily  have a marketing plan. I strategize my content by scheduling in when posts/carousels/lives/reels will drop. I sometimes will purchase ads on Instagram to bring people into my account and or Etsy shop but that gets pricey, so choosing the right post to boost matters. Think of what YOU personally want to see on your For You Page. On Etsy, I do have a small budget running 24/7. 

AS: When I was focused more on promoting this is a love story, I did the same, a few ads here and there and consistent posts. Even small things like that make a difference and sometimes that’s all you can do.

You also think big, often doing signings at places like Chapters Indigo. What does the process of organizing events to promote your book look like, and what advice might you have for other writers if they’re looking to organize or be involved in events to promote their work?

AL: Indigo signings... feels surreal saying that. It comes down to knowing your value but most importantly the WHY behind your work. I am a very jovial, outgoing and honest person.  People find those qualities reassuring in the sense that I will be able to gab with customers and sell books. Not being afraid to ask for signings and or readings will get you far. Indigo loves when local authors that are housed on their shelves want to book a signing.

As far as getting events planned, networking will be your best friend. The more connections you have, the more opportunities arise. Be creative and think outside of the box! Talking to small business owners rather than just authors/writers will further push your name out into the community. Offering a product trade to promote one another is one way to start (I have successfully traded products with at least five different small biz owners in Manitoba). 

AS: You do such a good job of thinking outside the box when it comes to promotion! What challenges have you come across in the process of promoting your work and how have you worked to address those challenges?

AL: I quickly realized to get any traction on social media, hence book sales, I must be consistent. When I started my self pub / small biz journey I was definitely not in that mindset. But midway through 2023 I decided to take things up a notch. I hired a business coach who held me accountable, taught me how to use Canva and has helped me rebrand.

AS: Already you’ve given so much good advice to writers for promoting their work: don’t be afraid, make connections, think creatively… What advice do you have for writers who might be overwhelmed with the amount of options for marketing and may be more hesitant about showcasing themselves publicly (asking for a friend)?

AL: 1. Breathe 

2. Look at your budget, how much can you dedicate to marketing while also considering your profit margins.

3. Search Fiverr, there are so many options, also asking fellow authors.

4. Don’t rush yourself because you feel like you need a strategy, take the time to find a coach who knows what they are doing.

5. Believe in the worth of your work, solidify your WHY and continue to work on self-love.

A time will come when something clicks and you go WOW my writing is incredible...! That's the time to shine and blossom. Realizing your own potential is powerful AF. 

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updates

Thanks for your patience this year as I tried to figure out what I wanted to do with this newsletter. This past fall, life was busy and writing fell to the bottom of my priority list. But part of the busyness of fall was making some changes in my life to create space in my schedule and my mind. It’s still an endless process, but I’m excited for things to come! And hopefully a bit more consistency!

These are some of my goals for the upcoming season:

1. Commit to writing regularly. This fall I put together a grant application for a novel revision. I got rejected for the grant, but I still put together the plan and I’d like to try to stick to that plan. My next long-term goal is to try traditional publishing but to even get to the point of submission I have to write the dang thing!

2. Consistently (once/week) post on social media. Ally’s interview has inspired me to get back into consistency throughout all my promotional efforts (including this newsletter!) I do social media for a client at work, and it’s amazing the difference a consistent one post a week can make. And it’s fun!

3. Take a workshop. I always get a burst of inspiration after connecting with other writers and learning something new, being forced to put pen to page. I’d love to do that again in some capacity. I did so much of that leading up to my book’s release and I was so burnt out after I just stopped everything, and I miss it!

Here’s to 2024, and a balanced, reasonable year.

xo,

Alyssa

P.S. What are your goals, writing or otherwise, for 2024? Share in the comments below or by replying to this email!