LDSPMA

Empowering Latter-day Saints to spread light and truth by connecting them at the intersection of faith, creativity, and professional skill

Marketing

A Step-by-Step Guide to Starting Your Online Business

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Megan LaFrance’s journey into entrepreneurship started during the COVID-19 pandemic when she was home with her three young sons and facing a never-ending cycle of messes. She found that the towels she was using were ineffective at absorbing spills and cleaning sticky surfaces. On top of that, their boring, one-sided designs left much to be desired. These insights sparked the idea for Bloom Towels, a line of efficient microfiber dishcloths with vibrant patterns printed on both sides. Through research, hard work, and determination, Megan has grown her passion into a thriving business that supports her family and employs other moms of young children.

Bloom Towels owner Megan LaFrance

Here are the steps Megan recommends to start your own online business.

Step 1: Choose Your Product

To start, Megan had to think of a problem that needed to be solved. She first tried selling tiered trays and wall decals, but she wasn’t passionate about the products. Dish towels proved to be a perfect fit, as they are lightweight, easy to ship, always in demand, and they solve an everyday need.

Step 2: Research Suppliers and Order Samples

After brainstorming an idea, Megan had to source her supplies. She ordered towel samples from various suppliers and tested them at home to compare quality and functionality. She prefers to buy through Alibaba— a business-to-consumer (B2C) platform that keeps prices low by requiring a Minimum Order Quantity (MOQ). The MOQ is usually higher for custom designs and lower for items they already have in stock.

Step 3: Design and Brand Your Product

Megan, along with her mom and sister, comprise the design team that shapes the aesthetic of Bloom Towels. They brainstorm pattern ideas based on seasonal themes and customer feedback, drawing inspiration from places like Pinterest and other image sites. Together, they develop cohesive design themes like bright pinks for Valentine’s Day or neutral tones for autumn, creating three to five trendy towel designs for each launch.

Step 4: Start Small and Test the Market

Megan recommends starting small when launching an online business. Instead of committing to a large inventory, focus on a limited selection of products. Test the market and assess customer interest without overextending your finances. Selling out of your products can benefit your business, as “out-of-stock” products create a sense of urgency and exclusivity among your customers. As demand for your product grows, you can gradually increase your orders. If the product you are trying to sell isn’t successful, you can pivot to something else. However, Megan cautions against switching products too often. “I’ve seen many businesses jump from one product to another, leading them deeper into debt without becoming successful,” she says. “Make sure to sell your initial batch of products before moving on to the next.”

Step 5: Build Your Online Presence

Megan uses Instagram and her website as her primary marketing channels. She has also expanded to Facebook and TikTok, but she advises focusing mainly on one platform to avoid spreading yourself too thin. She says, “Put up a lot of videos and pictures on whatever social media platform you’re using because when you reach out to influencers, that’s the first place they go. If you have no images or videos to show them, they won’t want to represent your brand because they can’t see what you’re selling.” She sends samples of her towels to a professional photographer who takes “flat lay” photos for the product catalog. Her sister oversees content on her social media sites, including stop-motion animation, lifestyle videos, and slow-motion clips of people using the towels.

Step 6: Use Influencer Marketing to Grow Your Audience

Influencer marketing played a significant role in growing Bloom Towels. Megan markets to influencers in the cleaning and home organization niches who resonate with her target audience. She uses an outreach strategy to get influencers to notice her messages by commenting on their posts before sending direct messages to ensure her message goes to their main inboxes. She explains, “I’ll leave a message that says, ‘Hey! We have these cute towels, and we’d love for you to try some. Let us know if you’d like more details.’” She then offers influencers affiliate marketing opportunities, allowing them to earn a commission from sales generated through their posts.

Step 7: Create a Reliable System for Affiliate Marketing

Affiliate marketing systems help business owners facilitate partnerships with influencers who promote their products. Megan uses UpPromote to streamline her affiliate program and organize her sales data. The software tracks sales, assigns discount codes, and calculates commissions. She says, “When an influencer signs up to be an affiliate, the software will assign them a coupon code that gives their followers a 15% off discount. The system will track sales for us so when we pay our influencers, we know exactly how much we owe them.”

Megan likes to reach out to influencers a couple of weeks before her launch days to get them on board. Influencers will share sneak peeks of the product leading up to the big launch party when the towels become available, including their unique affiliate link.

Step 8: Engage with Your Customers

Megan listens to customer requests and suggestions to guide her designs. She uses her email list and social media to engage with customers, build customer loyalty, and decide on new products and themes.

Step 9: Invest in Coaching and a Support Network

Megan credits much of her success to using a business coach and following their process. She explains, “I used the program ‘0 to 100K’ from Alison Prince. She was also a mom who started a business selling online and then taught others how to do it too.”

As her business grew, Megan sought out different coaches who specialized in areas she wanted to improve, such as wholesaling to retail stores. Networking with other business owners also provided her with valuable advice and support that helped her when her business reached a plateau in sales. She shares, “When I started my business, it helped to have a group of other business owners I could talk to all the time who were on the same level as me because we could grow together.”

Step 10: Adapt and Evolve Your Strategy

Over time, Megan expanded her product line, tried out new opportunities, and fine-tuned her influencer marketing strategy. She also started selling her towels on Faire, a wholesale platform where retailers can buy products to sell in their stores. By earning a “Top Shop” ranking, Bloom Towels got a huge boost in visibility. Then a team of sales reps reached out, wanting to represent her products. Today, customers can find Bloom Towels in 180 brick-and-mortar stores.

Step 11: Celebrate Your Progress

Megan enjoys running a business that allows her to support her family financially, explore her creative side, and give other moms the opportunity to earn extra income. She says, “Starting out slow has been a gift. It took me five years to get to where I am now, and I’m growing steadily and doing well, which is exactly what I want. I don’t want it to be overwhelming for anyone. Don’t measure your success against others—just focus on yourself. If your business is growing even just a little bit each month, you’re doing great.”

Headshot of Kami Pehrson.

Kami Pehrson

Kami Pehrson lives with her husband and five teenage children in Stansbury Park, Utah. She recently finished her master’s degree in English and creative writing and has written three novels—but is still trying to figure out what to do with them. She loves editing, reading, and playing word games on her phone. She also enjoys listening to audiobooks while half-heartedly doing Pilates in the living room.

    The Five P’s to Pitching Your Book

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    With LDSPMA coming up this week, many of us are looking forward to the classes, keynotes, and interactive sessions—which include pitching! Pitching is an incredible opportunity to chat with an editor or agent about your work and can frequently lead to opportunities for representation and publishing.

    But pitching can also be incredibly scary and super intimidating. You’re putting yourself out there and sharing what’s in your heart that you’ve been working on for years. So many worries and fears can fill your brain: Will the agent/editor even like it? What if you say something wrong? What if you never find a home for your book? What if the fire alarm goes off in the middle of your pitch and you’ll never get to finish what you started?

    Well, I’m here to reassure you that it’s unlikely the fire alarm will go off, and while it can be scary, pitching is not the end of the world. As someone who has pitched at multiple conferences, I know it can be overwhelming, especially your first time. But there are things you can do to make pitching a positive experience—and increase your chances of landing that dream publisher! So, without further ado, here are the five P’s to pitching.

    1. Prepare

    The first thing to remember is that you need to prepare for your pitch. This awesome article gives you plenty of resources to help you prepare and walks you through how to build your pitch. As part of preparing, you need to give yourself time to focus on your story to distill it into your three-minute pitch. Write everything out (your hook, your synopsis with the stakes, your comparable titles, and your author bio) and then print it. You can just read your pitch at the conference—that’s totally acceptable. Just make sure to print off two copies—one for yourself that you can mark up, and one for the agent/editor to give them if they ask.

    2. Practice

    Once your pitch is written out and ready to go, practice saying it, and practice with a timer to make sure you’re staying within your allotted three minutes. Practice in front of the mirror, practice with your spouse or children, and practice with your dog, too. Go over it as many times as you need to so that you’re comfortable reading it in the time you have. If you need to write yourself reminders in your pitch such as “pause here for effect,” “breathe after this sentence,” or “eye contact here,” do so and then practice those cues. You want it to be well-rehearsed—but not perfect. (Notice that “perfect” is not one of these five P’s!)

    3. Presentation

    The day of your pitch, you want to dress for success. This doesn’t mean you need to be super formal like you’re going to a dance, but you should dress professionally and on-brand for your book. If you’re writing fantasy, maybe dress in something a little more whimsical, like a cute nature dress, or a fun plaid jacket with nice slacks. If you’re writing middle-grade horror, maybe don a leather jacket if that’s part of your brand. If you wear makeup regularly, then do your makeup for your pitch. If you’re someone who never wears makeup, then don’t. You want to feel professional, but you also want to feel like yourself. I’ve worn penguin earrings to pitch my book because they’re on-brand for me and my stories, and they make me feel happy and comfortable. Dress for success, but also dress comfortably to best represent yourself and your book to the agent/editor you’re pitching to.

    4. Pacing

    Because you’ve practiced your pitch, you know how long it’ll take. But here’s a little secret: we all speak way too fast when we’re nervous. Every single time I’ve pitched, I speak too fast because it’s nerve-racking and exciting to put yourself out there. That’s why practicing beforehand is so helpful. You know exactly how long it’ll take you to read your pitch, so give yourself permission to slow down. If you need to write yourself a reminder on your pitch, do that too. Slowing down also helps calm your racing heart, making it easier to say the words. And don’t worry—agents/editors are humans too, and they totally get being nervous. Many of them teach classes for their job, which can put them out of their comfort zone too.

    5. Patience

    I know, patience can stink. But here’s the thing: not every agent/editor you pitch to is going to be the best fit for you or your manuscript. You’re interviewing them just as much as they are interviewing you. If they say no, which happens, don’t give up. If they say yes, but then later reject your manuscript, that’s okay too. Publishing is constantly changing, and while your story may be pristine and polished, it may not be the right publisher or the right time. Don’t be afraid to try again and pitch at a different conference to a different agent/editor.

    That’s it! Remember to follow the five P’s by preparing, practicing, presenting yourself well, pacing yourself as you pitch, and practicing patience with both yourself and the agent/editor you’re presenting to. And remember, at the end of the day, even if they don’t accept your book, you still took a brave step forward into the unknown, and that is praiseworthy.

    Headshot of KaTrina Jackson

    KaTrina Jackson

    KaTrina Jackson loves penguins, cross-stitching, chocolate, and piano music, and spends much of each day trying to fit those loves in around her jobs as a freelance editor and as a project manager for Eschler Editing. She graduated with a degree in editing and publishing from Brigham Young University because she couldn’t get enough stories in her life. She’s also a member of three different writing groups, attends and teaches at multiple writing conferences yearly, volunteers with LDSPMA and has since 2021, and is currently working on publishing her first novel. When she’s not writing, editing, or reading, she can be found practicing yoga, teaching piano lessons or performing with her husband, or watching Disney movies while working on a cross-stitch project. She and her husband live in Olathe, Kansas.

      Top “Quali-tee”: Launching a T-Shirt Design and Printing Business

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      Alexa and Eric Allred are the dynamic duo behind the hip and successful Gem Rose Design Company. As a stay-at-home mother, Alexa found herself with spare time during her children’s preschool hours. She decided to use this opportunity to learn how to make personalized T-shirts for her young family. Meanwhile, her husband, Eric, began refining his art and design skills—a passion he’d developed in college but temporarily stowed away to focus on fatherhood and a demanding career in marketing. With Alexa’s eye for detail and Eric’s artistic skills, they now run a well-oiled machine. However, their journey has not been without challenges. Through years of trial and error, they learned valuable lessons they now share with creators looking to start a T-shirt design business of their own. 

      Alexa and Eric Allred

      Hone Your Digital Design Skills

      Eric transitioned from traditional markers and paper to digital graphics using the Procreate app on an iPad, teaching himself to use the program through online tutorials and YouTubevideos. Procreate uses natural media simulation, like painting with a standard paintbrush, to create pixel-based art. This step-by-step approach helped him make a smooth transition to digital design. 

      For higher-resolution designs, Eric made the switch to vector-based graphics. Vector images can be blown up without losing quality, making them ideal for signage, logos, and T-shirt design. Vector-based art involves manipulating points and curves instead of freehand sketching. He began using a limited vector software called Vectornator (now Linearity), then moved to Adobe Illustrator. To help make the switch from traditional brushstrokes to vector shapes and lines, Eric challenged himself to copy standard designs and logos to create graphics that remain sharp on any scale. 

      Understand which files to use when saving your designs. PNG files are raster files made up of pixels. They maintain high resolution while supporting transparent backgrounds, but enlarging them can stretch and blur the image. JPEG files are also pixel-based. They are often used for images on websites and digital platforms but lack the transparency feature crucial for T-shirt printing. The image will usually print on a white square background. Lastly, SVG files are preferable for T-shirt designs, as their vector-based nature means they can be enlarged without the blocky appearance of pixelated images.

      Choose a Method to Transfer Your Image

      Vinyl: Alexa began by using a Silhouette electronic vinyl cutter to create simple designs. However, cutting and weeding (removing extra material from negative spaces) was time-consuming and impractical when fulfilling large orders.

      Heat Press: heat press transfers use a thin, paint-like medium printed onto transfer paper. The flexible material melds onto the shirt upon application via heat and pressure. However, this method requires bulk orders with a minimum quantity of shirts featuring the same design to keep costs manageable.

      Sublimation: sublimation printing offers an option that doesn’t require a minimum print run. The technique involves transferring ink onto a film that remains wet until pressed onto the shirt, resulting in a vibrant and durable design. This process is limited to 100% polyester fabric, and the T-shirt must be white or light-colored.  

      DTF: Direct-to-film printing allows for more fabric and color options. Ink is printed onto a film material coated with powder and baked, creating a protected layer pressed onto the shirt. Many different designs can be printed on a single gang sheet, a long roll of film priced based on the square inch. Alexa has found this method to be ideal.

      Devise a Marketing Plan

      Alexa first began selling T-shirts at craft fairs, where she prepared thirty designs, including seasonal/holiday themes and year-round options. She brought her heat press, along with a selection of blank shirts of various sizes. Attendees could browse the designs, choose their favorite, and select a shirt color from the available options. She would then press the design onto the shirt. While a good portion of the shirts remained unsold, selling at craft fairs helped her gain visibility in the community. Handing out business cards and engaging with attendees allowed her to spread the word about the business. 

      Additionally, personal connections played a significant role in their marketing efforts. Through word of mouth, particularly from friends, family, and acquaintances, they attracted a steady stream of custom orders. Many of these orders came from people they knew through various aspects of life, such as sports teams, dance studios, or educators. Eventually, their customer base expanded beyond personal connections.

      They now advertise their designs on social media platforms like Instagram and Facebook. They use a “drop” marketing technique, offering specific designs for a limited time. For instance, during their “Easter drop,” they provided various Easter/spring-themed designs. To order, customers left a comment under the picture of their preferred shirt and design combination. Customers who purchase a T-shirt during a drop must place their order within the week. This method allows the company to place one big supply order and finish all the T-shirts by a specific date.

      Provide Exceptional Customer Service

      Eric and Alexa work closely with clients to customize designs. This process often involves adjusting colors, sizes, or other elements to match the customer’s vision. For instance, team events frequently require custom logos or artwork to represent their theme. They collaborate with the customer to gather details about their requirements, such as preferred colors, imagery, or quotes, and incorporate the elements into the design. Then they share the design with the customer for feedback, making revisions until they are satisfied. Customers can also choose a premade digital design from online sellers. They most often purchase from Etsy, but several other platforms offer artwork in PNG or SVG files. 

      Always communicate with the customer if there are delays or other issues with their order. Explain the situation without making excuses and present solutions to fix problems quickly. Your customers will appreciate your honesty and professionalism. Be approachable, flexible, and consistent in your services. Establishing trust with customers will encourage repeat orders and boost business prospects. 

      Look for Opportunities to Use Your Talents to Bless Others

      Following the tragic loss of a young boy in their town, Eric and Alexa offered their services to design a few shirts for a fundraiser to raise money for the boy’s family. They initially expected to produce around 200 shirts but ended up creating over 800 and raising over $13,000. The experience reminded them that designing T-shirts is more than a hobby or business venture—it has the power to make a meaningful impact on the community.

      Help others on their journeys. While it may seem counterintuitive to share hard-earned knowledge, they are happy to help when people seek advice and believe there’s room for everyone to be successful. 

      Eric and Alexa find joy in working together and bonding over their projects. They love knowing their designs have made a difference in people’s lives, take pride in seeing them in the wild, and aim to inspire others who want to cultivate their creative gifts.

      Headshot of Kami Pehrson.

      Kami Pehrson

      Kami Pehrson lives with her husband and five teenage children in Stansbury Park, Utah. She recently finished her master’s degree in English and creative writing and has written three novels—but is still trying to figure out what to do with them. She loves editing, reading, and playing word games on her phone. She also enjoys listening to audiobooks while half-heartedly doing Pilates in the living room.

            Creating Your Music Brand

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            You’ve heard the term “branding” thrown around, but let’s talk about what branding really means, how to find yours, and why it is the essential first step to building a sustainable career in the music industry (or any creative industry, really).

            “Branding is what people say about you when you’re not in the room,” states Stephen Linn of AmpliFLY Entertainment. Linn also explains that you can’t control it, but only influence it. Your brand secures your identity and makes you unique in a very crowded space.

            Steps to Creating Your Brand

            1. List 3 to 4 words that describe your personality. Using these words, create (or hire someone to create) your:
            • Logo
            • Photos
            • Clothing style
            • Fonts
            • Wardrobe including jewelry, makeup, clothes, shoes, etc. (on and off stage, yes they can and should be different)

            2. Write down your Mission Statement and Elevator Pitch. Music changes the world one song, one artist at a time. Write down your goal for giving back to the world. Whenever you have options, doubts, or decisions to make, referring back to this mission statement can keep you aligned with your brand and will even strengthen your brand identity.

            Your elevator pitch is a thirty-second summary of who you are and what your music is like, as well as who it will appeal to. You should have this concise and clever summary not only figured out, but memorized. Avoid statements like “unlike anything you’ve heard before” or “the best music you’ve ever heard.” I once heard someone’s music described as “It sounds as if Keith Urban and Taylor Swift had a baby and that child was raised in San Diego.” You can envision what that would sound like, right? Be clever!

            3. Define your vision. What do you see when you envision success? Will you be performing to a stadium full of fans? Will you be living comfortably as a songwriter? Will you be creating 24/7 in your own massive studio space? What does success look like to you? Spell it out in detail.

            4. Make a list of all your favorite products, hobbies, restaurants, social spots, etc. Brand extensions and/or partnerships can become part of your brand identity. Not only this, but brand partnerships can become a source of income for you as well as a way to extend your reach. If you have a hobby of skateboarding or yoga or kickboxing or knitting or have a love of Hallmark movies, include this in your list. You will be able to connect with people with similar interests who may not have otherwise come across you and your music. This approach can also prop you up into the visual space of the brands you use and love.

            5. Write your story. The contents of your story can later be shaped into an artist bio for your website, press kit, and other sites. What parts of your story make you special and unique? Why do you feel called to be a public figure? What was the defining moment in your childhood when something spoke to your soul and clearly stated that music is what you are destined to do with your life?

            6. Make a Brand Binder. This is for you and your team and not for fans or the public. It should include:

            • Personality traits you narrowed down in the above exercise
            • Phrases, thoughts, statements, and quotes that you find inspiring and represent who you are and what matters to you
            • Mission Statement and Elevator Pitch
            • Vision
            • Brand Elements – Colors, fonts, pictures, Logo (variations, colors), Look and feel (mood/aesthetic) using pictures, off-stage wardrobe using pictures

            Remember, you are not obligated to share every detail of your true personality with the world, only those parts you want them to see. Even if you are enhancing some qualities or hiding others, you are in control of what influences your brand. If you don’t want people to know that you personally have an obsession with collecting mini tea sets, then pull all photos of that down from your social media and pray that doesn’t get out. Or, you could embrace it and make that part of what you share. It’s up to you.

            I like the idea of having a physical binder for this, but you could also use something like Pinterest or Trello to organize it.

            Using Your Brand

            Honestly, I think creating and using your brand is really fun. Who doesn’t like talking about all the things they love? Use your binder to guide every decision you make about what photos are best, what album cover looks best, what you should post on social media, etc. Be patient. Building brand awareness is a marathon and not a sprint. Stay on brand. Create consistently. Contribute always.

            A headshot of Becky Willard

            Becky Willard

            Becky Willard’s music career spans nearly three decades working in nearly every corner of the music industry. Her passion is in finding and working with the most determined artists who are ready to take control of their artistic career.

            She’s coached, mentored, and developed a number of artists who’ve been featured on The Voice, American Idol, America’s Got Talent, The X-Factor, and more. You can learn about her here.

              Using YouTube and Social Media to Inspire and Help Others Grow Spiritually

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              The social media community can be overwhelming, negative, suffocating, and even toxic, but it doesn’t always have to be this way. If we remember we are all children of God with the light of Christ in our souls, social media can become a connecting, encouraging, and uplifting place.

              Almost every person I know is somehow involved in this online world. Some people thrive on posting about their lives while others are bystanders who just like to consume content. When I decided I wanted to build my own space on YouTube, I had two goals in mind:

              1. Inspire people to start living life to the fullest.
              2. Share my testimony with the world.

              That is how Never Ends Now, my YouTube channel, was created.

              My husband and I were driving from Utah County to our home in St. George. This drive was very familiar to us, and we often used the time to talk about how we wanted our channel to go. I told him how I wanted to take the fear out of living and persuade people to find the good in their current situations. I wanted us to be unique and adventurous and take full advantage of our time on earth. That’s when my husband suggested that we do things we have never done and call the channel Never Ends Now. I fell in love with the concept, and now, that is what we do weekly!

              YouTube started out as a fun way to document our growing family, but when our channel took off, we decided to make a career out of creating and publishing videos of our experiences. Our platform consists of us starting a family, traveling the world, and everything in between. Our biggest hope is that others will go out and try things they’ve never done and appreciate the joy in life.

              Staying Grounded

              The more engagement you receive, the more profit you make, and so it’s easy to get caught up in the numbers when you’re relying on your social media income. I often find myself consumed by questions like, “How many views did I get?”, “Why didn’t people like this post as much as the other one?”, or “What’s trending, and how can I follow along?” Remembering my two goals keeps me grounded when I find myself wandering down those paths. As long as I’ve inspired people and shared my testimony in every video, I’ve learned to be satisfied with whatever the resulting numbers may be.

              Shining Authentic Light

              I’m an all-or-nothing kind of person, so I tend to get carried away sometimes. In the beginning, I would try extremely hard to bring up God or a principle of the gospel in any way that I could. I wanted to make sure I shared my testimony with the world. My pure intention was there, but honestly, it didn’t feel authentic. I felt like a child being told what to say in a fast and testimony meeting. I came to realize that I don’t necessarily have to speak my testimony for others to hear, but I can show my testimony where others will see. I stopped trying to force it and just shared my beliefs through the way I lived. This understanding brought me joy and creativity instead of pressure.

              Showing Your Testimony

              When my daughter was born, I remember editing the video and feeling so anxious about posting it to the world. Her birth was one of my most sacred experiences, and I wasn’t sure if I was ready to share something so personal. I didn’t want to pollute it by letting the world have access. After praying about my decision, I decided to move forward and upload it. It became one of our highest-viewed videos. I received comments and messages from complete strangers about how much the video impacted them. I realized that the Spirit was able to testify to everyone watching without me even opening my mouth. I believe in eternal families. I believe that bringing life into this world is a sacred thing. I believe that the veil is open, and heaven is so close when a child is born. None of my beliefs were spoken aloud, yet the Spirit was able to touch people’s hearts about these truths.

              You don’t need a formal testimony to be a light on social media. God magnifies efforts and the Spirit always testifies of truth in any form. Living a life patterned after the Savior’s example is testament enough for the world to notice.

              A headshot of Aspen Bailey.

              Aspen Bailey

              Aspen Bailey and her husband, Drake, are popular YouTube creators documenting their lives as Latter-Day Saints, parents of their daughter, Rainee, and having new adventures. You can see their channel here.

                The Importance of a Good Book Cover

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                When I decided to self-publish my Legends of Muirwood trilogy, I didn’t know a lot about book cover design. Actually, I didn’t know anything. It probably shows.

                My goal at the time was to get the trilogy out in the world without spending a lot of money. I bought a package that included cover design through a self-publishing platform for a bargain price, and I gave some suggestions about abbeys, forests, and fonts. They delivered what they promised: three book covers. But they were all missing what really mattered—a way to help potential readers judge whether they might like the book.

                The original covers of Jeff Wheeler's first three books.

                As a hybrid author with over thirty published novels, I’ve gained an unusual perspective about the process of designing cover art. I want to give you three BKMs, or “best-known methods” about book cover design so you can see what an author—indie, traditional, or hybrid—needs to keep in mind when designing or choosing a cover.

                BKM #1: It’s the Wrapper

                Imagine standing in line at the grocery store and seeing a king-sized Reese’s Peanut Butter Cup on sale. You buy it with your groceries, get in the car, unwrap it, and prepare to sink your teeth into that chocolatey-peanut-buttery nirvana . . . but it’s a York Peppermint Patty. You might feel frustrated because you were expecting one thing and got another. Book covers, like candy wrappers, set expectations with the reader up front. The cover clearly shows the genre of the story.      

                It’s very easy to check on Amazon what the bestselling books are by category and see what design elements are common to the genre. You can look at the size of the fonts, the placement of the author’s name, any bestselling tags, and the color schemes. It’s not a coincidence that a Reese’s candy wrapper looks the way it does or that stores shelve similar items next to each other. Authors are brands too, so if you want a reader to anticipate a certain genre or style of book, it helps if your cover looks similar to others in the same genre.

                BKM #2: It’s Professional

                Long gone are the days when mediocre-to-cringeworthy book covers (like my original Muirwood ones) would be tolerated. If I tried that now, I can’t imagine what would happen. Readers do judge a book by the cover, so it’s important to hire a professional cover designer because you don’t get a second chance to make that first impression. In fact, especially in the indie space, even the New York Times bestselling authors I know will redesign the cover of a book when they feel it isn’t connecting with the proper audience. Even if the first cover looks amazing, it’ll hurt sales if it doesn’t resonate with the right audience. Many authors have created new covers and found that the second one worked better.    

                This year marks the 10th anniversary release of my Legends of Muirwood trilogy. We redesigned the covers to strengthen the brand for the series and tie the series in with other books written in the same world. There’s quite a difference from the originals.

                The redesigned covers for Jeff Wheeler's first three books.

                I highly recommend Bryan Cohen’s Five-day Author Ad Profit Challenge. Even if you haven’t written a book yet or have one to sell, you can still join his Facebook page and watch the videos when he runs the challenge. You’ll learn a ton (for free) about how Amazon algorithms work, how to design a cover, and how to write killer ad copy for your books. I wish this existed back when I first self-published.

                Readers can tell the difference between a cheap cover and a professional one. Cover designers are mostly freelance these days, and with a little research, it’s not difficult to find ones you like. For example, most books include the name of the cover artist in the front matter, which you can see for free on Amazon using the “look inside” feature.

                A screenshot showing where to find the "look inside" feature on an Amazon book.

                I can’t recommend enough getting a professional to do the job right. There are cover art stock photos you can purchase if you’re on a budget, but at the very least, hire a graphic designer to help you with the fonts, styling, and sizing. The last thing you’d want is to spend a lot of time writing a book that no one will read because it looks amateurish. I was satisfied with the covers my publisher used for my first several books, but it wasn’t until they hired Shasti O’Leary Soudant to design the cover of The Queen’s Poisoner that I learned firsthand the power of an amazing cover. You know the saying that “A rising tide lifts all boats”? After that book came out, all my books began to sell better. I’ve now hired her to do some of my indie titles as well.

                BKM #3: It’s Expected

                Word of mouth is the number-one way people find books they enjoy. There just isn’t a replacement for the solid recommendation of a friend or someone you trust. Readers find new authors all the time through email subscriptions to Amazon’s top Kindle book deals, BookBub, or Goodreads. There is promotional text there, of course, but the cover catches the reader’s eye first. They look at the cover for a second or two before reading the blurb. If they’re still intrigued, they’ll click on the link to see how many reviews it has, how many stars it has received, etc. These are all ways that a book is “judged” before it’s read. The reader’s visceral reaction to the cover starts it off. That’s why readers expect the cover to tell them about the genre and author. They expect a title that’s easily searchable and interesting enough to entice them to learn more.

                So, let’s get over the out-of-date and untrue adage about not judging a book by its cover. We base our judgment on if the wrapper matched the content, if it was professionally done, and if it met our expectations for what we purchased and why. A great cover can’t turn a meh book into a bestseller, but there aren’t many bestsellers with a meh cover. Writers today have to be professional to come up with stories that will keep a reader turning the pages. Thankfully, there are skilled wizards of the imagination who can help aspiring authors design book covers that catch readers’ eyes and delight their hearts.

                A headshot of Jeff Wheeler.

                Jeff Wheeler

                Jeff Wheeler is the Wall Street Journal bestselling author of the First Argentines series (Knight’s Ransom, Warrior’s Ransom, Lady’s Ransom, and Fate’s Ransom); the Grave Kingdom series; the Harbinger and Kingfountain series; the Legends and Covenant of Muirwood trilogies; the Whispers from Mirrowen trilogy; the Dawning of Muirwood trilogy; and the Landmoor novels. Jeff is a husband, father of five, and devout member of his church. He lives in the Rocky Mountains. Learn more about Jeff’s publishing journey in Your First Million Words, and visit his many worlds at his website .

                  Humbly, I Market: 5 Reminders of the Power of Humility in Creating

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                  By Emma Heggem  

                  When I first started editing, I thought I had all the necessary job requirements because I knew how to identify weaknesses in a book and recommend solutions. Then I realized I had to convince real humans—people who had spent months or years writing their book—that I had useful advice for them. When I first started, all they saw was a stranger telling them what was wrong with the product of their labors. Until I proved my expertise, we didn’t get anywhere. 

                  Marketing our expertise is true about any product or service. Whatever role you play in the media industries, you are eventually going to put something out into the world and hope other people find it. However, if you want people to actually discover the existence of your work and pay attention, you will have to get involved in some level of marketing.

                  We’re all marketers in the end.

                  1. Recognize Humility isn’t About Being Ashamed of Your Talents

                  Most of us go into publishing or media creation because we have a talent that we want to share.  There’s nothing wrong with that. After all, God gave us those talents for a reason. Personally, I have felt His guiding hand in my career, helping me find jobs and pushing me towards opportunities to work with some amazing people.

                  But He has never convinced someone else of my skills before. He provides the opportunity for me to prove myself, but He doesn’t send promptings to the client or hiring agent that I am the editor they need. He sends me a picture of a job notice from a friend or puts my website in front of a potential client. The rest is up to me. Sometimes I prove my skills through a résumé or an editing sample. Sometimes I do it through social media or by writing blog posts. Regardless of the method, proving what I can do is a necessary part of using my talent to the fullest.

                  2. Know Where Your Talents Lie

                  I didn’t just wake up one day and believe I was a good editor. I started out as a student, taking classes and doing industry research. Once I’d learned enough, I began applying those lessons to actual books. Over time, and with feedback from other editors, authors, and readers, I tested those skills. I found some weaknesses that I could work on (some are still works in progress!) and I learned what strengths I have. For example, I have determined that my work is able to help authors write stronger plot lines and engage their audience, but it isn’t great at catching all the typos and grammatical errors. This knowledge gives me the confidence to tell people about my editing skills, but also the humility to know when my services aren’t the right fit. 

                  It isn’t pride to tell people what you can honestly do. If you use known facts and unbiased reviews, you can create marketing messages that genuinely reflect the quality of your work and help the right people find out about it.

                  You can use beta readers, reviewers, or industry gatekeepers to test your work. You can attend classes and conferences to continually adapt your knowledge to the changing industry and expand your skills. You can even create claims that you know to be true. For example, you may believe that everyone will love your movie. But what a humble creator will tell everyone is that they know the movie is a classic fantasy adventure tale for 12 year olds. You may believe the special effects are unbelievable, but you can know for certain that top industry professionals made them. (Think of all the movie trailers that begin with “From the creators of X.”)

                  Making factual claims and using reviews to verify your work may not be as flashy as sweeping messages about being the best and the newest, but it allows you to make public claims about your work that are coming from a place of honesty and not a place of pride. This is a huge step in creating a marketing message and still preserving your humility.

                  3. Get the Word Out

                  Marketing isn’t just about creating a message. It’s also about spreading it far and wide. In the modern age, there are many ways to do that. Social media ads, TV commercials, pitches to industry professionals, printed advertisements, giveaways, and many more opportunities exist. Because there are so many opportunities, you have to be careful not to over-saturate your audience.

                  As far as I know, there is no commandment that says, “Thou shalt not tell everyone thou knowest about thy book release.” But I think we all have been annoyed by a marketing attempt at least once in our lives, and I feel there is a commandment about that. I think it’s safe to assume that “love thy neighbor” includes things like not adding them to your email list without their permission and not messaging them weekly about liking your Facebook page. Still, as long as we are being kind and courteous, it’s okay to ask if friends and family are interested every once in a while. 

                  Your current friends and family are not the only people you will likely reach out to. Endorsements from respected industry professionals can be a useful tool. Reviews from popular bloggers can get the word out. People with big email lists or social media followings can help spread the news beyond your own personal connections. Some people may feel that humility prevents them from assuming these big names and large reaches would have any interest in their work. However, asking for help is a principle of the gospel. We are encouraged to allow others to have a chance to serve their fellow man. As long as you are polite and give them a genuine chance to say no, there is no reason to be afraid of reaching out to influencers for help.

                  Asking for help is a principle of the gospel.

                  4. Do Not Raise Yourself Above Your Fellow Man

                  One of my favorite things about the publishing industry is the way it tends to be a supportive community rather than a cutthroat competition. Books and movies are an inclusive interest. It’s not like buying a phone or a house. Just because a customer buys one doesn’t mean they won’t buy another. In fact, in my experience, readers are more likely to buy books later if the first one they bought is good. Good media supports other good media.

                  Because of this, being a good marketer doesn’t have to be a competition. A humble person can advertise their own book and still leave positive reviews on books by other authors. A humble person can market their own editing skills and still give contract tips to other editors. To be a good member of the media industries, you need to accept help and offer it.

                  You can offer help in many different ways. An aspiring author can share the news that a publisher or agent is accepting submissions. A humble editor can pass on clients whose work falls outside their realm of expertise to other editors. A bestselling author could speak at conferences or recommend their favorite learning materials to those still trying to make a name for themselves.

                  Your success does not need to come at the expense of others; an attitude of humility is recognizing that your success puts you in a position to help others instead. Heavenly Father didn’t give us these talents to stop anyone else from creating. If we allow our success to prevent us from caring for our brothers and sisters, we are no longer using our talents to serve the Lord. We are only using them to serve ourselves.

                  5. Let Your Light Shine

                  I have felt the guiding hand of my Heavenly Father many times in my career and have seen Him do the same for others. The work we do by putting out good books and movies and other media adds brightness to the world. We should not be ashamed of our talents and should not let a false sense of humility stop us from sharing them with the world.

                  The world deserves to know what you can create. Whether you provide a service to creators or a final product to consumers, the work you do can be uplifting to those around you as long as you keep in mind that sharing our labors is about spreading joy and goodness into the world.

                  By realistically representing our talents, accepting negative feedback, and treating competitors, coworkers, and potential customers with kindness, we can share our talents with the world and still remain faithful, humble servants of our Lord.

                  Emma Heggem is the managing editor at Future House Publishing where she specializes in content editing sci-fi and fantasy novels. When she’s not editing, she loves to attend writers conferences to take pitches, give critiques, and demystify the publishing industry. She also runs a writing/editing advice blog (www.editsbyemma.com). Emma graduated from Brigham Young University with a degree in English language and a minor in editing.

                  7 Ways To Help Readers Discover Your Books

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                  By Karlene Browning

                  When you publish your first book, you aren’t just putting a story out there. You are launching a brand and an identity that will travel with you over the course of your writing career. If you do it right, it will help lead readers to you in a natural and organic fashion. If you do it wrong, it will confuse readers and they will get lost on their way to finding you.

                  While each of these tips has its own set of pros and cons, whys and wherefores, rules, and reasons to break the rules, this tip list will help your readers find YOU when they’re looking for a good book to read.

                  1. Pick your name

                  As your brand, your name needs to be unique enough to differentiate you from other authors with similar names. Do a Google search. If you happen to share a name with another author or a famous person, consider adding an initial, using a middle name, or using a less common pen name.

                  When a reader finds an author they like, they will Google the name on the cover of the book. You want them to find you online wherever you are. Whether you’re Jane Doe, Jane S. Doe, or Jane Smith Doe, that is your brand and you need to use it on every book cover and on all your online author accounts.

                  2. Claim your name

                  Before your name is set in stone, make sure you can get it as a .com, a Google ID and gmail address, and on the social media platforms you prefer. You want identifiable and consistent name branding across as many platforms as possible.

                  Here again, Google is your friend. If the .com is taken, adjust your name until you find a variation that you’re comfortable with, then grab the URL and social media account names as fast as you can. Even if you aren’t quite ready to publish, get them NOW!

                  3. Avoid too many pen names

                  There are several valid and legitimate reasons for having multiple pen names. Just know that for each name, you start all over from scratch to build a brand and platform. You’ll need a website, social media accounts, and emails for each one. Is it worth it?

                  In most cases, differentiating genres is not a good reason to create a new pen name. Readers usually find you through the genre they like best. If they like you, they will give your other genres a try. A good website will let them know what to expect in each genre.

                  The only time it truly serves you to use a second (or third) name is if one area of writing would offend established readers or damage your reputation. For example, if you write both Middle Grade and soft porn, use a pen name. Or if you write academic papers on quantum physics and Regency Romance, use a pen name or your academic peers will snicker behind your back.

                  4. Get a website

                  You need an online presence with a permanent URL and an easily searchable website or blog. (Facebook and Twitter are add-ons, not adequate author sites.) Unless you know you are only going to write one book, your URL should be your name (see tips 1 & 2), not your book title. Not only will a website help people find you, but it gives them something to link to when they want to share your books with their friends.

                  While you can start with a free site, I recommend a hosted domain as soon as possible. Free sites can change policies or close down at any time. At the very least, point that URL from tip #2 to your free blog, and use that URL on business cards and book bios.

                  5. Post your books on your site

                  You would think this is one of those “duh” statements, but you would be surprised at how many author sites and blogs I go to that have absolutely no mention of their books. At all.

                  Somewhere on your site, you need a tab or button that says BOOKS. A simple list of each book and/or series in suggested reading order is the minimum. Ideally, each book would have its own page with a large cover image, title, release date, publisher, ISBN #, genre category, description, and links to where the books can be purchased. Keep this information current!

                  6. You need an About Page

                  Readers want to know who you are, not just what you write. A good website always has an About page with a photo, a short professional bio that bloggers and news media can use, and perhaps a longer bio just for fun. It also needs to include links to all of your active social media sites and a way to contact you.

                  Your photo should be a nice image that will clearly identify you everywhere. Use this same image on your Amazon, GoodReads, Facebook, Twitter, and all profiles where you are acting as your author identity. Even if you’re camera shy, you can come up with something.

                  This isn’t to say you can’t change it up sometimes or use more casual photos on social media. The goal is to have your readers recognize you, no matter where they find you.

                  7. Email

                  You MUST have a way for people to contact you. I can’t tell you how many times I’ve tried to reach an author for an interview, presentation, or tell them they’ve won an award, only to discover there is no way to contact them.

                  As to the email address itself, no self-respecting author would use missfancypants@whatever.com. If at all possible, it should be your name as it appears on your books, JaneDoe@whatever.com.

                  These seven simple tips will make it easier for readers, new and old, to find your newest releases.

                  Karlene Browning is a publisher, editor, typesetter, and book designer at www.Inksplasher.com