I was walking into a Target in St. Augustine when I received an email from Cassie Truett, a local author, introducing me to her debut novel, Playing With Fire. The novel features an age gap romance between a grumpy cowboy and a spitfire bartender. Her email arrived with a link to a file of documents including branding material, which tropes the book would offer, reader reviews, and more. I was intrigued.
It is no secret that writers tend not to be great salesmen. We’re more, hide under the covers and daydream about monsters than smiling door-to-door cookie salesmen. This is especially true of Indie Authors, who, unlike their traditionally published cousins, are not equipped with a team of highly trained publicists. Many of the authors I meet dread operating in online spaces, feeling like social media strips them of the authenticity they value.
I’ll be honest, as much as a love indie authors, I am bored to death with the inquiries. Instagram DM’s and bare-boned emails from people who have never set foot in The Second Story, asking me to buy their book before asking my name…
Carolyn See, in Making a Literary Life, describes it plainly. She suggests that asking someone to publish (or read, or sell) your work is similar to asking them to get into bed with you. If you go up and ask, “wanna f*ck?” (her words, not mine) they’re liable to run. If you want a professional relationship, you have to begin with a little flirtation, This is who I am, do you like what you see?
Walking into the blissful red glow of a new Target, I clicked into the folder Cassie sent me. There it was: everything I needed to know about her book, her brand, and what I would be getting. It was like a first date, and she laid it all on the table. I was intrigued.
I emailed back, “I’ll order ten.”
In the coming weeks I found myself directing authors to Cassie’s website, instagram, and media kit often. From the cohesive branding of her instagram page, to the clarity of her website, and the consistency of her marketing materials, I knew she was one to learn from. Which is exactly why I reached out to ask her for an interview, specifically in regards to her practices in branding and marketing.
I’ll be sending Cassie’s interview out over the next three newsletters. I hope, like me, you’ll be able to pull inspiration from her practices that you can apply to the marketing of your own books. If you’re not currently writing, take a moment to share this article with someone who is. The indie publishing world can be lonely, but it doesn’t have to be. As Cassie teaches us, the connections we make online can make all the difference.
Building Brands & Curating Community: An interview with Cassie Truett
Sarina: Across your social media platforms you maintain a consistent brand and tone, and have grown quite a large following. Your debut novel released in early March, how did you gain a following before the release of your book? When did you know you were ready to start building your platforms?
Cassie: Before I had the courage to finally work towards publishing my writing, I had a book-focused Instagram, where I posted reviews, recommendations and memes. There, I made a lot of friends, some of which were kind enough to allow me to drag them along on my author journey. In addition, I was fortunate enough to get to work with Luna Literary for Playing with Fire’s ARCs, and Lemmy is really good about helping draw attention to the authors she works with. As far as when I started building the platform, I know myself well enough to know that unless I had people around me who knew about Playing With Fire (and expected its release), I’d probably end up talking myself out of publishing, so I put it in place pretty quickly after deciding on my pen name and the book’s release date to take away that ‘out’.
Sarina: I love that you used your online community to hold you accountable to finishing your novel. I find that the successful authors I know practice literary citizenship, which is a fancy way of saying they uplift each other’s work and serve their fellow authors/readers instead of viewing them as competition. It is clear that you practice literary citizenship, especially in your roots as a bookstagrammer. How did you find authentic community in an online space?
Cassie: I think the best way to find authenticity is to be authentic. If I see another author posting their wins on Threads, I try to always comment with a quick congratulations. I send a newsletter out twice a week and try to include four book recs—recent cover reveals, books I’m currently reading, recent releases or upcoming releases. If I see a cover reveal or release day post on my feed, I’m quick to repost it. I’ve always tried to live by the “if you think something (kind), don’t keep it inside” motto.
Sarina: These are brilliant ways to connect with other authors and uplift their work. What are some strategies you have used to make connections with your readers?
Cassie: I’m big on birthdays. Especially on my street team. When members applied, they included their birthdays and mailing addresses if they were comfortable doing so. I send cards with swag, shout them out on my stories and such. The “if you think something, say it” motto applies here too. If someone makes banger edits, even if they’re not for my book, I’m going to drop a comment. If I read a book they mention liking and think they’d like a similar book, I’ll recommend it. I was a reader before I was ever an author and while I’m definitely not able to read as much anymore, I still miss those connections and try to cultivate them when I can.
Sarina: You talked about a “Street Team.” Can you explain what that is? How did you assemble this group of people, and what do they do for you?
Cassie: My street team consists of about 35 people who have book-based social media platforms where they hype up their favorite books, much like I used to when I ran a bookstagram. A few months before the release of my debut, I posted on Instagram that I’d be opening applications for the team, as well as the perks I planned to provide for being a member—guaranteed e-arcs, free swag (stickers, bookmarks, art prints), discount codes to my online shop & brands I collaborate with, etc. During the first round of applications, the team mostly consisted of friends that came with me from bookstagram, but it’s grown a bit since. This team helps me hype up my books by helping me share cover reveals, blurb reveals, information about sales, and more. I’ve been so, so fortunate to have a team that enjoys shouting love for Playing with Fire and I’m planning to expand this team in anticipation for the second book soon.
Sarina: Can you share with me some of the ways you have invested in your team? What can an aspiring author do to build that community?
Cassie: I really think it goes back to just putting in that effort to connect and to spread kindness. A really good example is with Luna Literary: they had a debut author ARC management package that was significantly discounted and allowed me to be able to afford to use their services. Now, you won’t catch me using another company ever again, and I’m being completely serious. That investment they made in me will keep me as their customer for the extent of my indie author career. My cover artist as well—Kay Thorne. She worked with me to create the cover of my dreams and I adore being able to shout her name out when people bring up how incredible my cover is. They invested in me, so I invest in them.
Sarina: I am very impressed with how many people you have in your corner, supporting your books and sharing your content. Again, this speaks to your active participation as a literary citizen. Do you have local writing community, or is most of your community online?
Cassie: My community is mostly online. There are very few people in my real life who even know I’m an author. I keep a small circle.
Sarina: Considering that small circle, you have mentioned your intention of being a “faceless” author. What led you to this decision? How do you do marketing differently because of this decision?
Cassie: The internet is an odd and complicated place and I have a lot of social anxiety. Being faceless helps me separate the part of me that has to have a very public platform from the part of me that has to continue to exist in society. As far as marketing, it does have its downsides. Human beings crave connection and it’s much harder connecting with someone when you can’t picture them in your mind.
Thank you for taking the time to read this interview. You won’t want to miss the next installment, which will focus on Cassie’s take on the business of writing and marketing.
Does this email feel different? After much reflection, I realized that the newsletter, as I had it, was not working for me. While I wanted to share my writing process, and still will, it didn’t feel necessary or meaningful. I thought about my why and landed on literary citizenship. I want to uplift authors, encourage readers, and make a literary life. By changing the focus of this email, I am realigning with that purpose. Hopefully, this still resonates with you. Thank you for coming with me on this journey.
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