I’m on the distribution lists of many indie authors who occasionally send out promotional emails about their books. Marketing is a lot of work, so I respect the efforts of these individuals to boost their sales. Unfortunately, however, many of the emails I receive are peppered with errors, and that doesn’t instill much faith that the books being promoted are going to be good. The books might in fact be excellent, but if people don’t want to read them because of errors in the marketing emails, that shows the power of a negative impression.
We all make mistakes, which is why it’s important to proofread your messages several times before sending them out. My brain plays tricks on me when I write, especially after I’ve been cutting and pasting and moving things around. Sometimes I simply don’t see mistakes because my brain sees what it thinks should be there. To help counter that, I have my mom read my newsletters before I send them out. If you don’t have someone like that to help you, try reading your content out loud to catch errors.
If you were promoting yourself as a dentist or a mechanic, errors wouldn’t be so detrimental. But you’re promoting your writing! So think of your messages as a way to showcase your talent, to give the recipients a taste of what you can do. If your content is engaging, written well, and free of errors, it is more likely to encourage potential readers to pick up a copy of your book.
Note: I prefer to use a newsletter program instead of email. Mailchimp is free if you have fewer than 2,500 subscribers, and it’s easy to use. If your distribution list is smaller still, bulk emails can also work fine. Just be sure to use the “blind copy” feature for the recipients.