Do you get tired of feeling sold to all the time?

Today, we're going to talk something that's fundamentally reshaping how authors approach promotion: connection-first marketing.

Audiences are increasingly resistant to traditional selling approaches, authors who prioritize genuine relationships are finding remarkable success. This shift isn't just about being nicer—it's about building a sustainable marketing foundation that serves both you and your readers for the long term.

Why Traditional Marketing Is Falling Flat for Authors

Traditional marketing operates on interruption—grabbing attention to deliver sales messages. But today's readers are overwhelmed by marketing noise, with research suggesting they encounter thousands of promotional messages daily. This has created unprecedented levels of marketing fatigue and skepticism. You feel it too, right?

For you as an author, the challenge is even greater. Books aren't always an impulse purchase… they're investments of time and emotional energy. (Unless you are impulse buying a book for those gorgeous sprayed edges we are seeing everywhere right now.)

Readers want assurance that this investment will be worthwhile, and that assurance can come through relationships—with you the author, with the author's existing readers, or with the author's established value.

Jane Austen understood this principle intuitively. She didn't just sell stories; she offered unique social insights, wit, and perspective. Her books weren't products to be pushed—they were natural extensions of the commentary she provided through her distinct worldview. Today's most successful authors are following this same principle, just with a modern twist.

In this workshop, we are going to discuss the 3 pillars of connection first marketing. I’ll give you 5 practical strategies for implementation, and leave you with a few exercises for more practice.

Let’s start creating awesome content!

The Three Pillars of Connection-First Marketing

Pillar 1: Value First, Promotion Second

The foundation of connection-first marketing is consistently providing value before asking for anything in return. This creates a reservoir of goodwill and establishes you as a trusted source in your readers' lives.

For authors, providing value might look like:

* Sharing insights from your research process

* Offering writing tips based on your experience

* Creating content that solves problems your ideal readers face

* Curating thoughtful book recommendations beyond your own titles

* Sharing personal stories that resonate with your audience's experiences

When you eventually promote your work, it feels like a natural extension of the value you've already established rather than an unwelcome interruption.

Pillar 2: Authentic Engagement Over Broadcasting

Traditional marketing focuses on broadcasting messages to as many people as possible. Connection-first marketing inverts this approach by emphasizing quality conversations over quantity of impressions.

This means:

* Responding thoughtfully to comments, not just acknowledging them

* Asking genuine questions that invite meaningful responses

* Creating opportunities for your audience to share their experiences

* Valuing depth of engagement over reach metrics

* Showing up as a real person, not just an author brand

A thoughtful response to one comment often creates more loyalty than a post seen by thousands but engaged with by none.

Pillar 3: Consistency in Voice and Presence

The third pillar is building trust through consistency—both in how you show up and what you say. Your audience needs to feel they know the real you, within the boundaries you're comfortable sharing.

This includes:

* Maintaining a consistent voice across platforms

* Showing up regularly, even when you don't have something to promote

* Being transparent about your creative process, including the challenges

* Aligning your content with your authentic personality

* Setting expectations and meeting them reliably

Consistency doesn't mean rigidity—it means being predictably, authentically you.

Identifying Your Unique Value

For a connection-first approach to work, you need to clearly identify the unique value you offer beyond your books. The specific perspective, knowledge, or experience that makes your relationship with readers unique… that’s the hidden gems we are looking for.

To identify your unique value, ask yourself:

* What questions do people consistently ask you?

* What aspects of your writing process or research fascinate others?

* What life experiences give you a unique perspective on your genre or topics?

* What do readers consistently mention in reviews of your work?

* What content do you create that generates the most meaningful engagement?

This unique value becomes the foundation of your content strategy and ensures that when you do promote your books, they're positioned as natural extensions of the value you've already established.

Five Practical Strategies for Implementation

Strategy 1: The 80/20 Rule

Dedicate at least 80% of your content to providing value and fostering connection, with no more than 20% focused on direct promotion. This ratio ensures you're consistently building relationships, not just making transactions.

Strategy 2: Create Consistent Connection Points

Establish regular touchpoints that your audience can count on, such as:

* A weekly newsletter sharing your creative process

* A monthly Q&A session answering reader questions

* A regular "behind the research" feature revealing your sources

* A book club discussion focusing on works that influence your writing

These consistent connection points build anticipation and trust with your audience.

Strategy 3: The Soft Promotion Approach

Instead of direct "buy my book" messages, integrate your work naturally into your value content:

* When sharing writing advice, use examples from your own books

* When discussing themes in literature, mention how you've explored them

* Share reader testimonials as part of broader discussions about reader experiences

This approach introduces your work contextually, positioning it as a natural extension of the conversation.

Strategy 4: Build Community Around Shared Interests

Foster connections not just between you and your readers, but among the readers themselves:

* Create discussion threads about topics related to your genre

* Facilitate reader-to-reader book recommendations

* Host virtual events where readers can connect with each other

* Highlight and celebrate reader contributions

When readers feel connected to a community, their relationship with your work deepens substantially.

Strategy 5: The Invitation Framework for Promotion

When it is time to promote directly, frame it as an invitation rather than a sales pitch:

* "I created this book for readers who love [specific interest]..."

* "If you enjoyed our discussions about [topic], you might appreciate how I've explored this in my new book..."

* "For those who've been asking about [subject we've discussed], my new project delves deeper into this..."

This framework positions your promotion as a service to those who've already shown interest in related content.

Your 5-Minute Exercises for the Week

Exercise 1: Identify Your Unique Value

Set a timer for 5 minutes. Write down every unique perspective, experience, or knowledge area you possess that relates to your writing. Don't self-edit—just brainstorm. Now circle the three that generate the most enthusiasm when you discuss them with others. These are potential connections you can leverage in your content.

Exercise 2: Audit Your Recent Content

Take 5 minutes to review your last 10 social media posts or newsletter segments. Categorize each as either "value-providing" or "promotional." Calculate your current ratio. Are you following the 80/20 rule, or do you need to adjust your balance?

Exercise 3: Create a Connection Point Template

Spend 5 minutes outlining a consistent connection point you could maintain weekly or monthly. Define its purpose, format, and value to your audience. For example, if it's a "Research Corner" newsletter segment, note the types of insights you'll share and how they connect to readers' interests.

Final Thoughts

Connection-first marketing isn't just a more pleasant approach to promotion—it's also more effective. By prioritizing relationships over transactions, you create a sustainable foundation for long-term success as an author.

Remember that your books are not interruptions in your readers' lives—they're extensions of the value you already provide. When you build your marketing strategy around this principle, promotion feels natural, not forced.

We'd love to hear which connection strategy resonates most strongly with you—join the conversation in our comments and let us know your thoughts!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theaustenpathway.substack.com