A client of mine once dreaded the holiday season because she always felt she needed a huge promotion to compete with everyone else. One year she decided to do something different. Rather than getting all caught up in the Black Friday rush, she sent a warm Thanksgiving note with no sales pitch at all to her email list and network.
Black Friday arrived and she offered a simple downloadable guide as a bonus for anyone who bought her book. On Saturday she spotlighted her neighborhood indie bookstore and thanked them for their support.
Her visibility tripled and her sales rose. But the best part was this. Her readers told her they felt her sincerity and wanted to support her because of it. In the past she always thought she had to push, and push hard. Connection always wins. Every time. Always.
And here we are at the start of Thanksgiving week once again. (Don’t get me started on how that is even possible. It was just the Fourth of July, wasn’t it?) Every year this week arrives with its own personality. A little warmth. A little chaos. A lot of food.
Thanksgiving. Black Friday. Small Business Saturday.
Three days in a row when the world speeds up while everyone pretends they are slowing down.
For authors, it can definitely feel like a pressure cooker.
“Should I promote my book?”
“Will anyone even notice?”
“Is everyone too distracted?”
Here is what I want you to know. You do not need a complicated holiday campaign, and you do not need to shout over the crowd. You simply need to show up with clarity, heart, and a touch of thoughtfulness.
I can hear some saying, “Really? That’s it?”
Yes. That’s it.
Listen, your people do not want noise this week. They already have plenty of that. Instead, they want a calm, human voice that helps them breathe again. So let’s take a look at how you can do that. (But if you really want to get into the nitty gritty of this week, I have written about Black Friday before.)
How about a Thanksgiving note that actually gets read
If you send anything at all this week, let it start here with a short message of gratitude. Warm, simple, with no agenda tucked inside. Something like:
“I am grateful you are here. Thank you for reading my work and being part of this journey.”
That’s just an example. You make it you, and then share it with others. Readers feel the difference between a real message and a disguised promotion. You know this too. We all do. A sincere note builds connection in a way that algorithms never will. Ever. No matter what some “expert” might tell you. Connection always wins.
Your readers remember you when you show up like a human being and not a marketer.
And here is the lovely secret. A message like this is visibility.
How about a Black Friday plan that works without you losing your soul
Black Friday is when most people brace themselves for the avalanche. (It used to be one day and has now spread across half the month.) You are not a big box store. You are a wonderful expert and author. Your work offers meaning, insight, courage, expertise, and sometimes even comfort.
You do not need to slash prices or create a frenzy. Try this instead.
- Offer something thoughtful such as a bonus chapter, a book club discussion guide, or a short video. Make it something small that feels like a gift.
- Keep it clean. Just make one offer. Write only one paragraph. Give only one link. Clarity is kindness during a noisy week.
- Frame it as generosity. People gravitate toward sincerity and good intention. There is no need for countdown timers or breathless excitement. A helpful human moment is enough, and will actually stand out during a very busy time.
How about a Small Business Saturday plan, the day authors forget about
Many authors do not see themselves as small businesses, but you are absolutely one of the most meaningful types there is. You’re a creator, a maker, a thinker. This is the heartbeat of original work. Small Business Saturday is your day to highlight that, so here are some simple ideas:
- Shine a light on your favorite indie bookstore, particularly one in your own town.
- Share a photo of your writing nook or a behind the scenes moment.
- Invite your community to support independent shops whether in person or online.
- Mention that buying your book from an indie is a wonderful way to support creativity.
This day reminds people that authors are part of their community. And readers love feeling connected to you in this way.
How about a Three Day Plan, a simple approach that works beautifully
Earlier in the week. Send your Thanksgiving note.
Friday. Share a clean, clear offer with a thoughtful bonus.
Saturday. Post something appreciative about small businesses and indie bookstores.
That’s it. Three touches that are easy and powerful.
And in the spirit of the week ahead, may I take a moment to say from my heart to yours, wishing you a beautiful Thanksgiving, filled with warmth, good company, and the loved ones who make life meaningful, including the furry ones.
Warmly,
Joanne
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