The Marketing Coalition was established to help authors who are members of the Writers Alliance of Gainesville (WAG) to market their works.
WAG is happy to have Jolene MacFadden serving as the new volunteer coordinator of the group, which meets by Zoom* at 10:00 a.m. on the third Monday of each month. The Zoom address is the same each month (see below).
As Jolene says: “Most authors prefer to just write! But marketing is a necessary aspect of the business of writing. The more we learn and are willing to share, the better each of the Marketing Coalition sessions will become, and our businesses will grow.”
At each meeting, Jolene or a volunteer discusses different aspects of marketing. Speakers share what has worked for them and tips and ideas that other authors can try. Most of all, we want to harness the power of the group to help each of us build our businesses as authors.
The meetings are for general information, and in between, members of the group may send out pertinent marketing strategies they have learned since the previous meeting. They also share links to upcoming learning sessions that are available on the web.
For more information on the Marketing Coalition, take a look at WAG’s YouTube Channel that Jolene set up. If you wish to join the group, sign up on the YouTubeChannel or here. Also, for anyone who does not know, WAG has a private Facebook group: https://www.facebook.com/groups/347111752667996/
Jolene’s talents and interests are eclectic. She excels in writing, website design, crafts, and marketing, and she is an active blogger and podcaster who is committed to assisting aspiring writers. She also manages multiple online businesses. On Books and More, you will find her published works and a vast collection of new and used books. Learn about her website design services on Jolene’s Websites and More.
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*Join Zoom Meeting
https://us02web.zoom.us/j/81913659127?pwd=a1hTQWl1WVphTUxBOWdVWE9oV2ljQT09
Meeting ID: 819 1365 9127
Passcode: 119030
2026 Calendar
Meeting Time: Third Monday of each month at 10:00 AM via Zoom
Format: 20-minute PowerPoint presentation + Q&A session
All materials (PDFs, worksheets) available upon request
This is a preliminary Calendar of Events for the group. Any suggestions for changes and volunteers who wish to take on a topic please Contact Jolene.macfadden@SouthernDragonPublishing.com.
February 16, 2026
Finding Your Readers: Where They Actually Hang Out Online
Description:
Stop posting into the void! This session helps you identify WHERE your ideal readers spend their time online and how to show up authentically in those spaces without overwhelming yourself.
Key Points:
- Identifying your ideal reader profile (genre, age, interests, online habits)
- Platform research: matching your genre to the right social spaces (BookTok for romance, Reddit for sci-fi, Facebook groups for cozy mysteries, etc.)
- The 80/20 rule: focusing on 1-2 platforms that actually work for YOUR readers
- Lurking strategy: how to observe and learn before jumping in
- Quality over quantity: why 500 engaged followers beats 5,000 ghost followers
- Free tools to find reader communities (Goodreads groups, genre-specific Facebook groups, Reddit threads)
Worksheets/Handouts:
- “Reader Avatar Worksheet” – helps authors define their ideal reader
- “Platform Match-Up Chart” – genres matched with most active reader platforms
Resources:
- Free tool: Facebook Group search techniques
- Free tool: Reddit search for niche communities
- Free: Goodreads genre-specific groups directory
- Article: “Where Book Readers Actually Spend Time Online” (curated list)
March 16, 2026
Website 101: Do You Really Need One? (Budget-Friendly Alternatives)
Description:
The honest truth about author websites: when you absolutely need one, when you can skip it, and low-cost/free alternatives that work just as well for emerging authors.
Key Points:
- The 3 scenarios when you MUST have a website (traditionally published, building email list, selling direct)
- The 3 scenarios when you can skip it (just starting, minimal backlist, social-first strategy)
- Free/low-cost alternatives: Linktree, Carrd, Google Sites, WordPress.com free tier
- Essential website elements IF you build one: About, Books, Contact, Newsletter signup
- The 5-page maximum rule for beginners
- Domain names: worth it or not? (realistic discussion)
- Website vs. Amazon Author Central page vs. Goodreads author page
Worksheets/Handouts:
- “Do I Need a Website?” decision flowchart
- “5 Must-Have Pages Template” – what to include on each essential page
- Comparison chart of free website platforms
Resources:
- Free: Carrd.co (one-page sites)
- Free: Linktree for social media link hub
- Free: Google Sites tutorial
- Low-cost: WordPress.com personal plan ($4/month)
- Free templates: Canva website mockup templates
April 20, 2026
Email Marketing Without the Overwhelm: Starting & Maintaining Your Newsletter
Description:
Build on 2025’s newsletter session with practical, sustainable strategies for authors who feel they “should” have a newsletter but don’t know where to start or how to keep it going.
Key Points:
- Reality check: newsletter frequency myths (monthly is fine!)
- What to actually write about: 5 evergreen content formulas
- Free platforms comparison: Mailchimp vs. MailerLite vs. Substack vs. BookFunnel
- The “3-sentence newsletter” approach for busy authors
- Growing your list with no budget: practical tactics
- Newsletter vs. social media: why email still matters
- Permission-based marketing: staying legal and respectful
- Sample newsletter templates (simple formats that work)
Worksheets/Handouts:
- “Your First Newsletter Template” – fill-in-the-blank newsletter
- “12 Newsletter Topics You Can Use Right Now” – idea generator
- “Newsletter Schedule Planner” – monthly planning sheet
- Platform comparison chart with features & pricing
Resources:
- Free: MailerLite (up to 1,000 subscribers)
- Free: Substack (with newsletter hosting)
- Free: BookFunnel for reader magnet delivery
- Free templates: Newsletter swipe file (examples from successful authors)
- Tutorial: Setting up your first campaign (step-by-step guide)
May 18, 2026
Social Media Content Planning: The 15-Minute-a-Day System
Description:
Practical content batching and scheduling strategies for authors who don’t want social media to consume their writing time.
Key Points:
- The myth of “posting daily” – what actually works
- Content batching: creating a month of posts in 2 hours
- Free scheduling tools: Meta Business Suite, Later free tier, Buffer
- The 3-type post rotation: promotional, educational, personal
- Repurposing content across platforms (one idea, multiple posts)
- Photos that don’t require professional photography
- AI tools for idea generation (free options like ChatGPT, Claude)
- When to post vs. when to just be present
Worksheets/Handouts:
- “Monthly Content Calendar Template” – fillable calendar
- “30 Post Ideas for Authors” – genre-neutral prompts
- “Content Batching Workflow” – step-by-step process
- Quick photo ideas list (with phone camera)
Resources:
- Free: Meta Business Suite for Facebook/Instagram scheduling
- Free: Canva for creating graphics (with author templates)
- Free: Later (limited scheduling)
- Free: Unsplash/Pexels for stock photos
- AI tools: ChatGPT free tier for caption ideas
June 15, 2026
Amazon Ads Deep Dive: Beyond the Basics
Description:
Building on December 2025’s introduction to Amazon Ads, we’ll tackle intermediate strategies, troubleshooting, and when to stop throwing money at ads that don’t work.
Key Points:
- Quick review: Sponsored Products vs. Sponsored Brands vs. Lockscreen Ads
- Reading your ad reports: what the numbers actually mean
- When to pause/stop an ad (knowing when to quit)
- Keyword research on a budget (free tools)
- A/B testing ad copy and images
- Bid strategies for different budgets ($5/day vs. $50/day)
- The 30-day test: realistic expectations
- Should you hire someone or learn it yourself?
Worksheets/Handouts:
- “Amazon Ads Checklist” – setup and optimization steps
- “Ad Performance Tracker” – simple spreadsheet for tracking results
- “Keyword Research Worksheet” – finding profitable keywords
- “When to Stop an Ad” decision tree
Resources:
- Free: Amazon Ads keyword tool
- Free: Publisher Rocket alternative methods
- Low-cost: Dave Chesson’s tutorials (occasional free content)
- Free: Amazon Advertising learning console
- Template: Simple ad tracking spreadsheet
July 20, 2026
Direct Sales & Author Storefronts: Keeping More of Your Money
** Guest Speaker Opportunity **
Description:
Explore selling books directly to readers through platforms like Shopify, Payhip, and BookFunnel, keeping more royalties while building direct customer relationships.
Key Points:
- Why direct sales matter (70% royalty vs. 35-70% through retailers)
- Platforms compared: Shopify, Payhip, WooCommerce, BookFunnel, Gumroad
- Setting up your first storefront (step-by-step)
- Payment processing: Stripe, PayPal, Square
- Shipping logistics for print books (or skip it and go digital)
- Driving traffic to YOUR store vs. Amazon
- Legal considerations: sales tax, international sales
- Is it worth it? Honest cost-benefit analysis
Worksheets/Handouts:
- “Direct Sales Platform Comparison” – features, costs, ease of use
- “Storefront Setup Checklist” – what you need before launching
- “Pricing Calculator” – comparing royalties across platforms
- Sample policies: returns, shipping, privacy
Resources:
- Free trial: Payhip (selling ebooks directly)
- Free: BookFunnel direct sales option
- Low-cost: Shopify Starter ($5/month for basic store)
- Free: Gumroad (takes % of sale instead of monthly fee)
- Legal: Sales tax basics for authors (free guide)
August 17, 2026
AI Tools for Author Marketing: What’s Worth Your Time (and What’s Hype)
Description:
Honest assessment of AI tools for marketing tasks – from social media captions to email subject lines – with free/low-cost options and ethical considerations.
Key Points:
- AI landscape: ChatGPT, Claude, Gemini, and specialized tools
- What AI does well: brainstorming, first drafts, reformatting content
- What AI does poorly: authentic voice, nuanced strategy, relationship building
- Free tools worth using: ChatGPT free tier, Claude.ai, Canva Magic Write
- Practical uses: newsletter subject lines, social media caption ideas, blog post outlines
- The editing requirement: why you can’t just copy-paste
- Ethical disclosure: when/if to tell readers you used AI
- Avoiding generic “AI voice” – keeping your authentic tone
Worksheets/Handouts:
- “AI Prompt Library for Authors” – 20 ready-to-use prompts
- “AI Tool Comparison Chart” – free vs. paid features
- “AI Editing Checklist” – how to revise AI-generated content
- Quick reference: Best use cases for each tool
Resources:
- Free: ChatGPT (OpenAI)
- Free: Claude.ai (Anthropic)
- Free: Google Gemini
- Free: Canva Magic Write
- Tutorial: Effective prompt writing for marketing tasks
September 21, 2026
BookTok, Reels & Short-Form Video: Do You Really Have To?
Description:
The truth about short-form video for authors who feel pressured to “perform” on camera. When it works, when it doesn’t, and alternatives if you hate being on video.
Key Points:
- Platform overview: TikTok, Instagram Reels, YouTube Shorts, Facebook Reels
- Success stories: which genres actually benefit from video
- The “book influencer” phenomenon: can authors replicate it?
- Low-stress video options: book pans, text overlays, voiceover only
- Tools for the camera-shy: stock footage, Canva video templates
- Alternative: supporting BookTokers instead of becoming one
- The algorithm reality: going viral doesn’t guarantee sales
- Permission to skip it if it’s not your thing
Worksheets/Handouts:
- “Video Content Ideas for Camera-Shy Authors” – 15 no-face options
- “Platform Specs Cheat Sheet” – optimal video sizes, lengths, hashtags
- “30-Day Video Challenge” – gentle introduction plan
- Free video editing apps comparison
Resources:
- Free: CapCut (video editing app)
- Free: Canva video templates
- Free: InShot (mobile video editor)
- Free: Pexels Videos (stock footage)
- Tutorial: Creating book videos without showing your face
October 19, 2026
Preparing for Holiday Book Sales: Q4 Planning for Authors
Description:
October is when you should be planning your Q4 book marketing strategy. We’ll cover holiday promotions, gift market positioning, and year-end sales tactics.
Key Points:
- Q4 timeline: when to schedule promotions (Halloween through New Year’s)
- Holiday gift positioning: “perfect for readers who love…”
- Amazon’s holiday shopping features and how to leverage them
- Creating gift bundles and special edition offerings
- Email campaigns: holiday subject lines that work
- Social media content: seasonal without being salesy
- BookBub and other promo sites: timing your submissions
- January planning: setting up 2027 for success
Worksheets/Handouts:
- “Q4 Marketing Calendar” – week-by-week planning guide
- “Holiday Email Templates” – 5 ready-to-customize emails
- “Gift Guide Pitch Template” – for reaching out to bloggers
- “January Prep Checklist” – ending the year strong
Resources:
- Free: BookBub submission guidelines
- Free: Goodreads seasonal reading lists (how to get on them)
- Free: Canva holiday templates for social media
- Low-cost: Holiday promotion site directories
- Template: Year-end review email to readers
November 16, 2026
Book Festival Vendor Success: Advanced Strategies
Description:
You’ve done your first festival – now let’s level up! Advanced booth strategies, engagement techniques, and post-event follow-up to maximize festival ROI.
Key Points:
- Review: basics from 2025 (booth setup essentials)
- Advanced booth design: standing out without breaking the bank
- The “first 3 seconds” rule: grabbing attention immediately
- Engagement beyond “Would you like to buy a book?”: conversation starters
- Pricing strategies: bundles, discounts, payment options (Square, Venmo)
- Collecting emails at events (legal and effective methods)
- Post-festival follow-up: turning browsers into buyers
- Measuring success: beyond just “books sold”
- Networking with other vendors and organizers
Worksheets/Handouts:
- “Festival Prep Checklist 2.0” – advanced items to bring
- “Conversation Starter Scripts” – natural ways to engage attendees
- “Post-Festival Email Template” – follow-up message for prospects
- “Festival ROI Calculator” – tracking costs vs. returns
- Booth layout diagrams (space-saving strategies)
Resources:
- Low-cost: Canva templates for booth signage
- Free: Square Reader (card payments)
- Free: Email collection form templates
- DIY: Budget-friendly booth decoration ideas
- Festival calendar: Florida & regional book festivals 2027
December 21, 2026
Year in Review & 2027 Goal Setting: What Worked, What Didn’t
Description:
Collaborative session where we review what marketing strategies worked in 2026, share successes and failures, and plan realistic, sustainable goals for 2027.
Key Points:
- Guided reflection: what did you try this year?
- Metrics that matter: beyond just book sales
- Celebrating small wins (100 newsletter subscribers IS an achievement!)
- What to stop doing in 2027 (permission to quit what doesn’t work)
- What to start, continue, or improve
- Setting SMART goals for 2027 (Specific, Measurable, Achievable, Relevant, Time-bound)
- Accountability partners and support systems
- Previewing 2027 Marketing Coalition topics (member input)
- Resources and tools to invest in for 2027
Worksheets/Handouts:
- “2026 Marketing Audit” – reviewing the year’s efforts
- “2027 Goal Setting Worksheet” – SMART goal framework
- “Marketing Budget Planner” – allocating resources for next year
- “Accountability Partner Agreement” – pairing up with another member
- Survey: What topics do members want for 2027?
Resources:
- Free: Goal-setting templates
- Free: Marketing analytics tracking spreadsheet
- Free: Author business planner (digital download)
- List: Recommended tools and services for 2027
- Community: Finding accountability partners
Additional Planning Resources
Monthly Session Format Template
For PowerPoint Creation:
- Title slide (topic + date + WAG branding)
- Agenda/Overview (3-4 main points)
- Content slides (12-15 slides max, heavy on visuals, light on text)
- Key Takeaways (1 slide, 3-5 bullets)
- Resources slide (tools, links, handouts)
- Q&A slide (transition to discussion)
- Next month preview + thank you
Guest Speaker Opportunities
Consider reaching out to WAG members or local experts for:
- July (Direct Sales): Someone already selling successfully through their own store
- August (AI Tools): A tech-savvy author who’s been experimenting
- September (Video): A BookToker or author comfortable with video
- November (Festival Prep): An author who does 10+ festivals per year
Guest Speaker Perks to Offer:
- Promotion to WAG membership
- Link to their books/services in handouts
- PDF of their presentation for their own use
- Thank you post on WAG social media
- Possible honorarium (if budget allows)
Quarterly Themes
Q1 (Feb-April): Foundation Building – Finding readers, establishing web presence, starting communication channels
Q2 (May-July): Implementation & Testing – Executing social media strategies, testing ad platforms, exploring new sales channels
Q3 (Aug-Oct): Advanced Tactics & Seasonal Planning – Leveraging new tools, video content, preparing for peak sales season
Q4 (Nov-Dec): Events & Reflection – In-person opportunities, year-end assessment, future planning
Accessibility & Inclusion Notes
- All Zoom sessions will have chat enabled for questions
- Recordings available for members who can’t attend live
- PowerPoints use readable fonts (minimum 24pt)
- High contrast slides for visual accessibility
- Verbal description of visual elements during presentation
- Closed captions enabled on Zoom (auto-generated)
- PDF handouts are screen-reader friendly
- Language kept jargon-free with definitions provided
Success Metrics to Track
- Attendance per session
- Q&A engagement (number of questions)
- Handout download requests
- Member feedback surveys (quarterly)
- Topic requests for future sessions
- Guest speaker participation
- Implementation stories from members
- Repeat attendance rate
Calendar Created: January 2026
Created By: Jolene MacFadden, Marketing Coalition Coordinator
Calendar subject to change based on member needs and industry developments
