Beyond the Download: How to Follow Up with Librarians, Book Bloggers, and Influencers.
To help authors understand the value of email through Seth Godin’s lens, here is his lens on what he calls “Permission Marketing.” Godin famously argues that the most valuable asset a creator can own is the privilege, not the right, to deliver “anticipated, personal, and relevant” messages to people who actually want to get them.
The Seth Godin Strategy: Permission vs. Interruption
Most marketing is “Interruption Marketing” (ads, spam, cold calls). Godin argues that this is expensive and ineffective for authors. Instead, a list of influential librarians, reviewers, and bloggers represents earned permission.
1. The “Anticipated” Email
When an author has an email for a top book reviewer or a librarian who has opted into their world, the communication is anticipated. Unlike a random social media post that “interrupts” a feed, an email to a dedicated list is something the recipient has already signaled they are interested in.
Author Takeaway: “If you stopped sending your newsletter or updates, would these people complain? If yes, you have real permission.”
2. Turning Strangers into Friends
Godin’s core thesis is that marketing should move people up a ladder: Strangers → Friends → Customers → Loyalists. * Reviewers and Bloggers are the “Friends” who help turn “Strangers” into readers.
By maintaining an email list of these influencers, the author isn’t just selling a book; they are “farming” long-term relationships rather than “hunting” for one-off sales.
3. The Asset of “Attention.”
In Godin’s view, attention is a scarce resource. When a prominent influencer or librarian shares an author’s email address, they are “paying” the author with their attention.
A list of 100 high-value librarians is worth more than 10,000 “likes” because the email represents a direct, private line of communication that the author owns—not an algorithm.
Summary
| Permission Level | Who it is | Why it matters |
| Situational | New Reviewer | They let you send a digital ARC (Advance Review Copy). |
| Brand Trust | Influencer | They follow your journey and look for your next release. |
| Intravenous | Super-fan/Librarian | They buy or stock your book automatically because they trust your work. |
Quotes to Share with Your Authors
You can use these direct themes from Godin to drive the point home:
On Ownership: “Real permission works like this: if you stop showing up, people complain; they ask where you went.”
On Trust: “Permission marketing is like dating. You don’t propose marriage on the first date (the cold pitch). You earn the right to the next conversation.”
On Relevance: “Anticipated, personal, and relevant messages always do better than mass-market shouting.”
Using the IBPA (Independent Book Publishers Association) programs
Likely the Library eBlast or the Media Outreach programs—the “hard part” of the introduction is done. The recipients have already “raised their hand” by downloading the book.
In Godin’s terms, they have moved from Strangers to Leads. The follow-up shouldn’t be a pitch; it should be a gratitude-based check-in.
The Follow-Up Strategy (The “Nudge”)
When someone downloads a book via IBPA, they’ve expressed interest but are often overwhelmed with content. Here is how to follow up with each group:
1. For Librarians (The “Service” Follow-up)
Librarians care about their patrons. Your follow-up should offer resources that make their job easier.
The Angle: “I saw you downloaded my book via the IBPA program. Thank you! If you decide to add it to your collection, I have a Discussion Guide or Printable Bookmarks available to help engage your readers.”
2. For Bloggers/Reviewers (The “Social Proof” Follow-up)
Bloggers are looking for content that performs well.
The Angle: “Thanks for downloading [Book Title]! If you decide to feature it, please let me know—I’d love to share your review across my social media channels to send some traffic your way.”
3. For Influencers (The “Vibe” Follow-up)
Influencers prioritize aesthetics and “hooky” concepts.
The Angle: “I’m so glad you grabbed a copy! If you’re planning a post or a ‘haul’ video, I’m happy to send over high-res cover art or ‘aesthetic’ background images to make your content creation easier.”
A “Thank You for Downloading” Template
Subject: Thank you! / [Book Title] resources for you
“Hi [Name],
I saw that you recently downloaded a copy of my book, [Book Title], through the IBPA (Independent Book Publishers) outreach program. I wanted to reach out personally to thank you for your interest in my work.
I know how busy your “to-read” pile can get! To make things easier, I’ve put together a Digital Press Kit [Link] with high-res images and a short Q&A that might be useful if you choose to feature the book.
Whether you choose to review it or stock it, I’d love to stay in touch.
Warmly, [Author Name]”