When it comes to early adoption of new tools for audience engagement, independent authors are often the first to experiment, and the first to see what works! For author M. Kevin Hayden, Booktrovert.com has become a key part of that journey. As one of Booktrovert’s earliest adopters, Kevin has used nearly every campaign type the platform offers—Giveaways, Sweepstakes, and Buy Now CTAs—to reach new readers and drive ongoing visibility for his work.
In this Q&A, Kevin shares how he approaches each campaign type with a different goal in mind, what he’s learned about building momentum, and why Booktrovert has become an important part of his marketing strategy as an author.
Tell us a little bit about yourself and your books!
Certainly. I’m originally from the South Side of Chicago. An Old Soul is my debut novel and my first published work of fiction. It follows a young man who feels quietly displaced in his own life and in the world around him. The story is set in my old neighborhood of Gresham in 1996… or is it? It blends grounded realism with elements of synchronicity and speculative fiction.
Willow Rose is my sophomore novel and is also now available. It leans into literary cosmic horror and follows a doctor who flees his past for rural northern Minnesota. A strange knock at his door one night sets off a chain of events that pulls him and others into a fight for survival against a malevolent monster, all in the wake of a comet that appears from nowhere.
You’ve been part of Booktrovert since it launched! What helped you decide to take the leap with a brand-new platform?
I’ve always been an early adopter. I’m naturally drawn to the new thing. I get excited about previously unknown possibilities and love being among the first to explore what something can become. Since NetGalley already has such a wide reach in the bookish community, I was genuinely excited to see how Booktrovert might build on that and help me connect with new readers in a different way.
And honestly, I’ll probably be among the first in line for whatever you all come up with next—because why not?
“Since NetGalley already has such a wide reach in the bookish community, I was genuinely excited to see how Booktrovert might build on that and help me connect with new readers in a different way.”
– M. Kevin Hayden
Your recent Sweepstakes for Willow Rose had a mysterious, cinematic hook. How did you approach writing the campaign title and description to capture readers’ attention?
Honestly, I wasn’t sure how it would land. I just put myself in the reader’s shoes and asked, “What would make me click?”
Willow Rose is intentionally a mysterious story, and some of the early reviews were very critical of the unanswered questions. In a way, the campaign was also my way of signaling what kind of experience the book offers — so the right reader would be more likely to lean in. I’ve learned the hard way how important that match really is.
Our goal is to reach as many of those right readers as possible. To do that, you have to hang the appropriate sign.
You’ve also used Booktrovert for a Buy Now campaign, promoting a punchy limited time sale. How are your goals different when considering these various CTAs? When and why would you run a Sweepstakes versus a campaign that drives to retailers?
My goal early on was to reach more readers. I needed to gather early reviews — get the story in front of more eyes — and the giveaways helped with this. Booktrovert has proven an invaluable tool for overall visibility. I found that interest had a slight bump during those campaigns in the way of follows and Goodreads shelvings. I found that the new sweepstakes seemed to pull more interest than the earlier first-come giveaways from Booktrovert.
As far as the “Buy Now” CTA campaigns, I plan to utilize those also to help buoy dips in sales.
Of note, as I work through this Q&A, I feel it’s time to setup a CTA campaign on Booktrovert.com now as my sales and visibility are dipping slightly.
The goal is to be seen. There are multiple shouting towers out there and it’s best to use as many as possible to avoid vanishing in a crowd. Millions of books are published a year and that crowd is dense.
As an independent author, what do you think is the most valuable outcome of running an ebook giveaway, whether that’s exposure, engagement, or something else entirely?
As an Indie author, it cannot be understated that you have to make yourself findable. At baseline, we are all invisible. There isn’t a cadre of marketers, promoters or word of mouth spreaders working on our behalf. Usually, it’s only the author themselves. Even with well placed ads, campaigns, and giveaways, we are still relatively unseen. Even when visible, we can be looked over for traditionally published titles. Giveaways are a way to get the book in front of more eyes, pique interest, and gather reviews. Sometimes, you run into gold just because someone influential just happens to win a title.
For me, those are my main reasons for running the giveaways. To gather more potential reviews and increase visibility.
“Booktrovert has proven an invaluable tool for overall visibility.”
How does Booktrovert compare to other giveaway platforms you’ve tried?
Booktrovert is a very user-friendly and efficient tool. I can set up a campaign with minimal friction and get it live quickly, similar to NetGalley. Some other giveaway platforms require more data entry and have longer approval timelines. That said, I use Booktrovert in conjunction with other platforms. Visibility across multiple services is important because different readers prefer different ecosystems. Also, seeing the same title appear across platforms seems to increase interest and engagement.
“Booktrovert is a very user-friendly and efficient tool. I can set up a campaign with minimal friction and get it live quickly, similar to NetGalley. Some other giveaway platforms require more data entry and have longer approval timelines.”
What’s next for you?
I recently completed a prequel short story for Willow Rose that will be available on my website and linked by QR code in future printings of the novel. I’m excited to gift more story to readers, and I hope it answers a few lingering questions while still preserving the intended mystery of Willow Rose.
For those knocking at the door — remember the password: stay together
I’m also deep into a new project called Locked-In, a speculative dystopian novel set in the same universe as An Old Soul. There are several other stories brewing as well, and I’m hoping to finish Locked-In before they hijack my attention. Other storytellers know exactly what I mean. Ideas never wait their turn.
Countdown Teaser primed the audience
Backlist-to-frontlist funnel
