POST-PUBLICATION PLEASURES AND PERILS!

Edwina Shaw signing copies of Dear Madman
Signing copies of Dear Madman

Having your book published is one of life’s greatest joys for writers. All those years of invisible toil and people thinking you’re crazy feel worth it when your book is finally launched into the world. Yes! It feels great.

PLEASURES

The first day I held Dear Madman in my hot little hands, I read through it quickly and saw only typos including that dreaded ‘George goat’. But the next day when I picked it up again, then put it back down, I realised the greatest reward of publication. I could put it down! Properly. The story was no longer something I carried with me wherever I went, heavy on my mind, always thinking about it, something I missed, something to add, where to publish. As I placed the book back on my bedside table, it stayed there and I went on to do other things. I went back, the book was still there, real and outside myself. Separate. An entity of its own, finding its own way in the world. The weight of its burden lifted.

Publishing a book is often likened to having a baby, except I’ve never carried a baby inside me for 16 years! A book is born like a foal, ready to stand on its own. Yes, I still need to help it find its way, make sure it is seen, plan events and send it out for review. But now the book belongs to everyone; their imagination and experiences melding with mine through the text. A new creation with every new reader. Real life magic.

An email message praising Dear Madman all the way from Germany!
A lovely response from a distant German relative I’ve never met

Receiving responses from friends and even strangers who’ve read the book is a great post publication pleasure. I hope you feel this kind of recognition of your writing one day too. Thank you to those who’ve emailed me as soon as they’ve finished reading, filled with the story, faces still damp with tears. Thank you to those who also put up reviews on Goodreads, or told their friends, posted about it and shared. This support means the world to me and to all writers. If you’d like to help out and add a review, you can do so HERE.

Review of Dear Madman by Cass Moriarty, author.

Thank you to the wonderful and talented Cass Moriarty whose beautiful review made me see the book in a new way.

Books from small presses like AndAlso Books need this wonderful word of mouth to sell. Luckily, I’ve had over a decade’s experience in promoting and even distributing my own work. Thrill Seekers was published by a small UK press, so I had to push it uphill on my own. It went on to be shortlisted in the NSW literary awards. Although the book baby is born walking, it still needs the writer to make sure it’s visible. As I learnt with my Covid self-publishing experiment, A Guide Through Grief, no marketing equals no sales. No matter how well-intentioned and marketable the product. 

Other post-publication joys include getting reviews, as long as they’re good of course. I was thrilled to score a half page review in The Weekend Australian, sharing the spread with esteemed Queensland writer, the late, great David Malouf. Oh happy day! 

Another pleasure, for me, is doing related events at bookstores and libraries, even the Police Museum if you’re lucky like I was. Answering reader questions about your story, signing books and meeting enthusiastic readers is the best writing fun you can have when you’re not actually writing. Getting interview requests and being on podcasts and radio shows can also be fun. 

But beware, doing these events and interviews can feel very exposing. A lot of the above-mentioned pleasures have a peril side as well. 

PERILS

Yes, it’s great getting good reviews, but our brains seem to seek out even small negatives inside much greater positives and focus on those. Yes it was great getting the review in The Australian but the reviewer said there was too much “woo-woo”. I have 29, five-star reviews on Goodreads (thank you everyone!) and one four-star. Which one do I lie awake worrying about? Yup! 

The general rule is NOT to read reviews, but the good ones do feel good. If you’re extra sensitive – and let’s face it most writers are – then get a friend to take a look first and only show you the positive reviews. I love Gay’s idea of printing out every single good review and piece of positive feedback about her memoir Will I Ever Be Who I Am and sticking them on her wall. She’s up to ten full pages. 

A life of luxury with assistants

We don’t all have personal assistants to make sure we’re well taken care of. Be your own best friend and schedule breaks.

Other perils include burning out doing events. When you’re on the circuit, doing event after event, especially when it is a deeply personal work, as Dear Madman is, including a memoir strand, then it can all feel horribly exposing. Event after event talking about yourself and the book is exhausting. I’ve learnt to pace myself and leave gaps between gigs, but still, after a while you get sick of the sound of your own voice and wish someone else could do it for you. Taking really good care of yourself, doing your self-care rituals and practices daily is vital during this period of publicity. And if it’s all too much, pull the plug on an event or two. A few disappointed punters are far outweighed by your own wellbeing. 

Publishing any book feels like running around town in your undies, but publishing memoir is like running around town stark naked, or after a bad interview it can leave you feeling skinless. Muscles and nerves exposed to harsh light and judgements. Memoirists take note.

Edwina with her sister, mother and Nana in 1995

Keep loved ones close to keep you grounded. This is an old photo from 1994/5 of me with my beloved Nana (Nana Franny in Dear Madman), and beautiful sisters and Mum.

An interview I did a few weeks ago really shook me. An older fellow, ex-sportsman who usually interviews sports stars and musicians, suddenly had “woo-woo” me to interrogate. Questions he would never ask a man started our discussion. “Are you single?”, “Why did your marriage break up?”. Then he kept going for the sore points in search of ratings. When asked about resonances in my own life with the murderer’s story, I told him about my own father’s death, my brother’s mental illness, but he pushed on. “Wasn’t there a dead baby?”

Shocked by his audacity, I answered and continued the interview, but afterwards I felt sickened. Raw and vulnerable. Yes, it’s in the book, but mate, some things aren’t open for discussion with strangers.

Memoirs open you up to this kind of unwanted, intrusive and ugly line of questioning. Your life comes under examination. Not the work. Not the story. YOU. It’s not supposed to be like that, but it is. I comforted myself with the thought that all publicity is good publicity, but I now have some strict boundaries around what I will and won’t talk about publicly. I resisted including a memoir strand in Dear Madman for many years because of this kind of thing. Memoirists, be ready with boundaries around what you are happy to discuss and areas that are off limits.

Put up some boundaries around what you’re happy to discuss.

Pleasures far outweigh the perils in the long run. Learn how to manage the perils and stay sane through the publicity and exposure, how to print out those good reviews and bin the rest. Stick up for yourself and your right to privacy. Protect your sensitive self in interviews and make space for downtime between events.

Relish the joy of knowing your work is out there in the world finding its own way. Cherish the empty spaces available in your mind, now this huge burden of work has been released. Let yourself celebrate. This is a writer’s harvest time, so feast, frolic and be merry!

Writing buddies understand. With the delightful Nicky Peelgrane, Amanda O’Callaghan, Fiona Robertson and her lovely sister Julene. Keep your writing gang close.

Wishing you all the pleasures of publication and plenty of strength and courage to handle the perils.

Lots of love,

Edwina 🙂 xx

PS. Are you ready to tackle the next draft of your work in progress? Writing mojo need a reboot? Come along on retreat. Places still left for Springbrook in August and Byron Bay in September. A few rooms still available for Italy 2027 too 🙂 ALL THE INFO HERE

MARKETING TOOLKIT FOR WRITERS

Advertising poster for Dear Madman book launch in Maleny at Rosetta Books

Whether you publish with one of the big trade publishers, a boutique publishing house or yourself, the writer still has to do the thing we all fear most – MARKETING!

Now, before you run screaming for the hills, take a deep breath. Yes, it’s horrible having to toot our own horns. (Yes, it does make you feel like a wanker in Australian vernacular). BUT you’ve spent all this time creating your beautiful book. In order to help it shine, you need to find readers.

Think of marketing less as selling, but as connecting your book with those people who’ll really love it. How will they find it if you don’t tell them about it? 

See? You’re doing good, helping people find something that will benefit them?

Feeling better about marketing yet?

See my post The Mystic, The Businesswoman and Me for more tips.

Just think of it as calling a lot of friends to tell them about your book – all at the same time!

Here’s my rough guide to marketing developed over 24 years of trial and error.

NOTE: You don’t have to do everything. If you find Instagram nauseating or would rather die than join TikTok, you don’t have to. Find what works for you, what you find easiest and work that room J

  1. AUTHOR PLATFORM 
Relax and Write Retreats poster

I love my new logo and my bright blue colour scheme. Keeping this kind of branding in mind is important. Relax and Write is my business.

What the hell is it? These days whenever we pitch a book to potential publishers, they want to see that we have a ready audience. If you, for example, have a million followers on social media, you’re in like Flynn. If you have a professional reputation connected to your book subject, like my friend, writer and psychiatrist, Warren Ward who runs an eating disorder clinic and co-authored ReNourish a book about overcoming these illnesses, then you have a headstart too. Been on telly? Have a large community network? All these will help. 

You can create a website, or a Facebook Author page – somewhere that people can find you easily. You need some online presence to start building that “platform” as a writer.

If you’re just an average Joanne like me, then your platform may come from the work you’ve already published, any writing prizes you’ve won, even a favourable manuscript assessment. Keep a record of all publishing wins, writing courses you’ve attended, any praise of your writing. This is your WRITING CV. Keep going long enough like I have, and it all adds up.

  • NETWORKING

Who knew that hanging out with fellow writers was actually “networking”? Photo of retreat guests in April by Maggie Cardona

The very thought of “networking” used to give me the heebeegeebees! But again, there are ways to work around the fear. Don’t force yourself to do an event where you have to speed date 20 new people and sell yourself/book, that will have even the most extroverted writer shivering in her boots.

But, how about attending a writers’ festival and chatting to the people next to you? How about joining a QWC Writing Friday to write in company and meet other writers? How about joining a writers’ group to share feedback, or coming along on a retreat? Meeting people more organically around our shared interest in writing isn’t so scary. Think Bookclubs, Women’s groups, Sip and Write events. Let’s face it most writers are dags at heart, and not scary at all. 

You can join other clubs or groups around the topic of your book as well. Get to know people and just be your usual lovely self. That’s networking! That’s not so scary now, is it?

  • SOCIAL MEDIA

A couple of my recent Instagram posts. You can follow me at https://www.instagram.com/edwinashawauthor/

Love it or hate it, social media is here to stay and is your most powerful marketing tool.

Here are some great tips from Gay Liddington – author of Will I Ever Be Who I Am and chief cookie at my local retreats. Long before her book was published, or even finished, Gay joined and engaged with lots of Facebook groups related to her memoir. She joined writers’ groups and pages that spoke to her topics – family violence, military and historical sites, taking every opportunity to mention her memoir title or to post an excerpt, thereby gaining interest. She was also mindful to comment on other posts to keep her name out there. ‘It’s important to read group rules before joining as some don’t allow for self-promotion, or you may only promote on certain days,’ says Gay.  

Often Gay will post in a group about a topic and include a photo or some text from her book. No link. Just the title. And people start asking, “Where can I buy it?”

Find some related groups and start interacting – not just promoting. Give and receive.

Instagram is my social media of choice these days after multiple scammer episodes on Facebook saw me lose all my followers. I like Instagram because it’s mainly images and videos. I’ve recently bitten the bullet and have done some face to camera reels. Surprisingly they had a greater reach than other posts! So don’t be scared. If we go on warts, wrinkles and all they know we’re real, and not AI. Reels have the best reach.

Booktokkers can go far. I haven’t come at TikTok yet though. But it might be just right for you. 

My main message is, park your sensitive sausage self, and start posting on whatever platform feels least threatening. Post short excerpts, not too much! Post related images. Connect with others. And if you get a yucky comment – delete and block them. Just post, keep posting and don’t look back!

Help other writers by commenting on their posts and sharing them. They may do the same for you one day.

  • NEWSLETTERS

Jo Skinner and I at my Avid Reader launch of Dear Madman

Are newsletters worth it? I’ve been writing a monthly newsletter now for about nine years. For me it has been my very best marketing tool. I collected email addresses from workshop and retreat participants, so I’d met most people on my list, and they knew I had information they would be interested in. You can join my newsletter HERE.

I subscribe to a few newsletters, but I confess I don’t read most of them. Only if there’s useful information or opportunities included. This is why I pack my newsletters full of writing advice and publishing opportunities. I’ve always enjoyed my dear friend and retreat co-host, Kerstin Pilz’s newsletters for their mix of writing advice, prompts and spirituality.

Before you start a newsletter think about what you can offer. Snippets of your stories? Or like the unstoppable Jo Skinner author of The Truth About My Daughter and A World of Silence – a montage of writing life, running tips and Western medicine insights. Like Jo, I create my newsletter over the preceding month, but it still takes me most of a day to get the final version to subscribers. This is valuable time, so it must have a return. I’m reaching my people for editing or mentoring or retreats, so it’s worth it.

I started on Mailchimp which was free, until I hit 500 subscribers and then I had to pay. I found Mailchimp mostly okay to use – I’m still learning about technology and often find tech challenging – and I liked the way I could store images and use people’s first names in the “to” fields.

Last year Kerstin convinced me to move onto Substack which is FREE! You know I like free things, but still I was hesitant to lose the personalised greeting and my catalogue of images built up over almost a decade. I got some help to export and then import my contact list and from there, it’s been easy. In its favour Substack has a large writerly community so we can all cross-pollinate.

There are a number of different platforms available to try. But do we all need a newsletter?

  • EVENTS

Of all these marketing tools, I like events best. I love people and teaching has made me unafraid of public speaking, so I enjoy traveling around hosting book events or workshops or retreats. I love to share my hard-won knowledge of the publishing industry and the craft of writing, so events work well for me.

You don’t have to do big events – a small gathering at your local bookshop will do the trick. See if you can visit a friend’s book club or writing group to lead a short session. If public speaking terrifies you, join a speakers’ organisation like Toast Masters to get practice. You can speak at Rotary Clubs, Probus or do a tour of the RSLs as Gay is doing (she was in the army as a young woman).

If you have teaching or speaking skills, you can sign up for a speakers agency like Speakers Ink.

Events can be fun, but I’ve learned that while I enjoy doing them, they also take a toll on nerves. Remember to pace yourself between events, so you can always give your best.

  • WRITE RELATED ARTICLES

A good way to bring attention to your book is by writing articles on related topics and selling them to magazines or journals. Find your favourite magazines and link your story to a topic of their interest, and pitch an article.

  • MERCHANDISE

Our fancy new tote bags 🙂

Merchandise is fun! But I’m not sure if it sells books. Still, I like my retreat fridge magnets and our Transformational Writing Retreat tote bags. Maybe they spark interest or conversation with a friend when they see them. 

But don’t spend a fortune! Connecting with others organically is your best bet.

Other Marketing Suggestions

Check out: Readers favourite; 

Reedsy; 

Draft2 Digital; 

Best Seller World; 

Read A Lot magazine: readalot.com.au 

Goodreads ( do me a review for Dear Madman while you’re there:) )

Good Reading magazine https://goodreadingmagazine.com.au

Book Bub

Book Monkey

Team Dango

Kindle Nation

Written Word

Fussy Librarian

Book Raid

ENT

Podcasters

From my writing desk to yours.

I hope these tips are useful. Which marketing tool will you use today? Every little bit helps.

GOOD LUCK! Go forth and prosper fellow writer!

Lots of love

Edwina 🙂 xx

PS. Ipswich book event this Saturday 2/5/2026 at The Book Bouquet at 10:30 am Book HERE

PPS. Maleny book event Saturday 16/5/2026 at Rosetta Books at 10:30 am BOOK HERE