Marketing: how to spend your advertising budget wisely

Prior to 2021, all of my books had been published by small press publishers. Once my books had been released, admittedly, I hadn’t spent any money on advertising; instead I promoted my books at live events, with maybe a token post or two on my website and social media. For my traditionally published books (A Model Archaeologist and Chemotherapy for the Soul) I attended spoken word events, literary festivals and book signings. Likewise, for my debut novel (Gods of Avalon Road) I sold the majority of copies at book launch events in stores such as Waterstones, or through library events.

Business is launched! My author logo

Once I set up my own imprint in 2021 and launched my first book under my Leilanie Stewart Author brand (The Buddha’s Bone), expenses were high as I had to incur start-up costs; as you would for any business. My costs versus royalties for that left me in an eye-watering deficit; there were a few things that I did two years ago that I wouldn’t repeat, and some that have proved to be worth the money. I’d like to share with you the things that didn’t work for me in the hope that you won’t be out of pocket (by several thousand pounds – yikes!) like I was. Here is what older, wiser, more savvy publisher, Leilanie Stewart, will not repeat again going forward from 2023 onwards:

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The Blue Man one year bookiversary – what I’ve learned about how to sell books

I wrote a blog post recently about which is hardest between writing, editing and marketing. Other writers have since engaged when I shared that post on social media with their own thoughts that publishing and marketing are by far the hardest, since the former two of the three are within the writer’s control, whereas the latter involves reaching customers – and that, for the most part, is down to readers, not writers. Since it’s the one year publishing bookiversary of my most popular book, The Blue Man, I thought I’d share some marketing insights that I’ve learned over the past year. I’m by no means a marketing expert; I’m just another indie author who has had more hit than miss over the past year with my marketing experiments. Believe me, this time last year, I was wondering if releasing a ghost horror novel in July, rather than closer to Halloween, was the right decision. Turns out it was, as I guess readers like a creepy read at any time of year; I sure do! With that in mind, I thought I’d share what I’ve learned, so feel free to join me for a coffee (hurray caffeine!) and read on:

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Weight loss goals – perspective helps progress

Last week, I took 3 bags of old clothes to the charity shop as a gift aid donation. These were clothes that I had hung onto for over a decade, in the hope that I would one day fit into them again. For reference, these clothes were all a UK 8-10 and in the past 5 years, the smallest size I have managed to get myself down to is a UK 12; I am more comfortably a UK 14.

Body positivity matters, so instead of dwelling on how slim I used to be a decade ago, it’s more helpful – and realistic – to focus on recent health gains. If you have read my keto posts, you’ll know my weight yo-yos as a result of my sugar addiction and disordered eating.

However, since January 2023 I have managed to lose 16lbs/ 7kgs through slow, steady fat loss by eating low carb combined with occasional intensive exercise. I’m a fan of comparison photos, which I often use to highlight my keto diet weight loss journey on Instagram. Here are two 2023 photos, wearing the same outfit, which I took to highlight progress better than any bathroom scales could manage:

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My third poetry collection, Toebirds & Woodlice is published

It’s release day! Toebirds & Woodlice is now available in Kindle Unlimited and as a hardcover.

Want to hear some sample poems:

Here’s the blurb:

Calling all day-dreamers, doodlers, dabblers and noodlers. This collection of 83 zany poems is for people who spend at least 60% of the day in their heads.

Some of these poems have previously been published in literary magazines. Some of the literary magazines that didn’t publish them may wish they had. Other literary magazines may be glad that they hadn’t – ever – published any of the poems in this collection. Some of the poems in this collection wish they had been published by literally any of the literary magazines in which other poems in this collection were published.

Disclaimer: The poems in this collection may induce headaches, nausea or nosebleeds. If this is the case, then please consult the help of your nearest noodlehead, who will advise the relevant treatment.

Grab an eBook/free on Kindle Unlimited:

Grab a hardcover:

Other stores:

Writing, editing, publishing and marketing – which is hardest?

I love writing. It’s my passion. Heck, it’s more than that: if I didn’t write, I wouldn’t be me. I’ve scribbled stories since I just about got the hang of how to string letters together. Between writing, editing and marketing, writing is also my favourite part of the process. Why? I’ll try to break down for you on a difficulty scale what I think.

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Ten days until publication of Toebirds & Woodlice

Did I mention that my third poetry collection is forthcoming on 20th July? Toebirds & Woodlice is a collection of 83 zany poems.

Weird, wacky, surreal and subversive

I first published Toebirds & Woodlice as a 39 poem pamphlet back in 2013. A decade later, I’m re-releasing it as a full collection including some poems from another photographic book of verse that I had self-published back in 2009. All the poems are wacky, some are surreal, and others subversive. Subversive verse? Why not?

One of the poems to be re-released in Toebirds & Woodlice

Want to read a review? My original 39 poem pamphlet received a glowing review from Jenna Clake at Sabotage Reviews.

In the meantime, Toebirds & Woodlice is available for pre-order and will soon spread its Toebird-like wings and fly into the big, wide world.

Summer fitness, not skinny summer

Vocabulary is key to weight loss. As a writer I know the value of words, so I also know the impact that using the wrong words can have on not just mentality, but motivation too.

In 2020, before I lost 3 stone/ 18kgs/ 42lbs doing a ketogenic diet combined with intermittent fasting, I had many negative things to say about myself. I often referred to myself as ‘fat’, ‘fatty’ or a ‘slob’. As I began losing weight, I started posting ‘transformation’ photos on my Instagram. At first I used tags like ‘fat to fit’, but mulling this over, I decided to use more generic or body-positive tags instead, so I removed anything with negative connotations.

Why? Because apart from the fact that negative self body image isn’t helpful towards achieving weight loss goals, how many other millions of people may be having their own weight-gain struggles and succumbing to self blame? A recent article about ultra processed foods on Wired indeed talks about how blame lies with governments and medics who promote cheap, heavily processed foods as healthy because, of course, they get paid cash incentives to do so. Is it any wonder why overweight people blame themselves, thinking they have no self-control when in fact society is to blame by feeding them highly addictive junk food?

Believe me, it’s a hard habit to break. I struggle with carb and sugar addiction and have to be conscious and mindful each day about making healthy food choices. I’ve mentioned this in earlier blog posts about doing the keto diet and managing my sugar addiction, but I’ll say it again for reference – here is my golden list of clean eating and fat loss:

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Believing in your own writing: the importance of self-confidence as an author

Going it alone – are you a chrysalis ready to emerge into the literary world?

This summer, aside from having 8 weeks off while school is out for the summer, we have been busy raising tortoiseshell and cabbage white butterflies. Always one to see connections in things, I can’t help but feel that metamorphosis is somewhat symbolic of a writer’s life. A writer begins a new novel, poetry or short story collection by writing a first draft – the larva stage if you like. From there, it’s onto the chrysalis stage – the editing process – before the final, polished draft is ready to spread it’s wings and fly out into the big, wide world.

The caterpillar stage – believing in your own project

Our tortoiseshell caterpillar, dubbed ‘Fuzzy’

It’s your idea, so write it already… Ideas are no good stuck in your head… Get your draft written and worry about cleaning it up later…

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Balancing writing and childcare on summer holidays

With schools closing on 30th June, and the 8 week summer holidays looming here in Northern Ireland, it’s time for me to think about what I do every year: how to balance being an author with being a mummy.

Admittedly it’s easier now that I have a school age child, and not a toddler or preschooler. But it’s still a juggling act between managing my writing goals with balancing a fair amount of family fun activities to entertain an energetic youngster.

Write in the mornings

I can snatch moments of writing while my youngster eats breakfast, since I fast until lunch time. Intermittent fasting plus low carb/keto helps me to burn fat and get a few paragraphs written. Win-win.

Manage expectations

This one is harder for me to manage as I’m a perpetual planner. Over the summer I’m going to try to lower my expectations of getting some writing done everyday. There may be longer stretches of no work on my current novel drafts (I’m working on two at the moment – WIPs #7 and #8.

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Printing costs for authors versus retail book prices for readers

If you’re an Indie author, you may know that as of 20th June, printing costs increased, meaning that publishers/ self-publishers alike will be paid less in royalties – unless of course, they increase the retail price of their books.

Just to let you know that, although I understand why some Indie authors may make the decision to raise their retail prices – after all, writers should be paid well for their work – I’ve made the decision not to increase my own prices. Call me idealistic, but we’re also in the midst of a cost of living crisis, and I wish to keep my paperback and hardcover books at a competitive, yet affordable price for readers. It’s for this reason that my books will be staying the same price, as follows:

The Blue Man – paperback:

The Fairy Lights – paperback:

The Buddha’s Bone – paperback:

Diabolical Dreamscapes – paperback:

A Model Archaeologist – hardcover: