How Indie Author M. Kevin Hayden used Booktrovert to Generate Visibility

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 Ros e 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.

*Willow Rose* sweepstakes campaign stats as of Dec. 2, 2025

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.

True Crime, Real Results: How a Booktrovert Sweepstakes Boosted Black Dahlia by William J. Mann

Campaign Snapshot

Campaign Title: The first definitive account of the Black Dahlia murder
Featured Giveaway: Black Dahlia: Murder, Monsters, and Madness in Midcentury Hollywood By William J. Mann
Genre: True Crime, Biographies & Memoirs

Overview

For nonfiction and true crime titles, building anticipation is all about visibility, intrigue, and credibility. With Black Dahlia, author William J. Mann delivers the definitive account of one of America’s most infamous unsolved murders—one that continues to fascinate readers nearly 80 years later.

To reach those readers, Simon & Schuster ran a Sweepstakes campaign on Booktrovert, offering 100 digital copies for readers to enter to win. The newly-introduced Sweepstakes CTA keeps entries open for 7 days, giving readers ample time to discover and enter to win, sustaining engagement over the course of the week-long campaign.

At the end of the campaign, winners were automatically, randomly selected, and all entrants automatically received a confirmation about whether they won (including retail links to prompt purchase if they did not win). Winners received automatic digital access to the book, leaving nothing for the publisher to do except peek at their results!

This structure makes Sweepstakes an excellent fit for discovery-driven genres like true crime, biographies, and memoirs—where intrigue builds over time and awareness translates directly into sales potential.

Why It Worked

Sustained visibility and steady engagement
With seven days of open entry, the campaign maintained strong visibility in the Booktrovert Feed, giving readers ample time to discover and share the promotion.

Built-in post-campaign conversion
When the campaign ended, every participant who didn’t win a copy received an email driving to the retail links for the campaign, turning curiosity into measurable clicks and ongoing sales activity. Plus, no one is left wondering about the result of their entry!

Balanced exclusivity and accessibility
Offering 100 digital winners created excitement and urgency while still keeping the campaign open and accessible. The best part? Entrants don’t need to fill out any additional personal information (like mailing addresses) and publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!

Publishers don’t need to do anything at all for fulfillment since it’s all automatic, instant, and completely digital. No shipping required!

The Results

1,917 Total Entries | 100 Winners Selected

“The Sweepstakes campaign was a great addition to our pre-publication strategy! The detailed analytics provided helpful consumer behavior insights, which will inform where and how we connect with readers through publication day and beyond.”

– Elizabeth Venere, Associate Director of Marketing

Curious how your results stack up? Check out some benchmarks here: Understanding Your Booktrovert ROI

Takeaway for Publishers

Sweepstakes campaigns are a powerful way to extend your reach and engagement on Booktrovert—particularly for nonfiction titles that thrive on intrigue and discovery. By allowing readers to participate over several days and then guiding all entrants to retail at close, Sweepstakes keep attention high and drive meaningful follow-through. Whether paired with a Giveaway for instant buzz or used independently for steady awareness, Sweepstakes help turn reader interest into lasting momentum.

Exclusive Digital Giveaway to Book Club Members

Overview

Private Campaign, Exclusive to Members of The (Very Gay) Book Club

In July 2025, The (Very Gay) Book Club, curated by NYT bestselling author and “homo historian” Dr. Eric Cervini, offered members an exclusive, free eBook download of Florenzer by Phil Melanson in addition to the hardcover they received as part of the club. The campaign was a collaboration between W.W. Norton, Booktrovert, and the Allstora book club, designed to drive direct engagement with club members.

Campaign Snapshot

Audience: ~1,200 Members of The (Very Gay) Book Club
Offer: Free eBook of Florenzer via Booktrovert
Partners: W.W. Norton, Booktrovert, The (Very Gay) Book Club
Length: 7-day exclusive, private campaign

How We Did It

From conception to execution, this campaign took less than an hour!

Planning: Partners collaborated on campaign details and timing.
Setup: W.W. Norton created and scheduled the private campaign quickly & easily, using the Booktrovert campaign builder within their NetGalley account.
Pre-Launch: The (Very Gay) Book Club sent an email prompting members to create a free Booktrovert account ahead of the drop.
Launch Day: Club members received a follow-up email containing a link to the Booktrovert campaign, so they could claim their free eBook (and instantly send it to their Kobo, Kindle, or read online).
Campaign Period: The exclusive private campaign remained active for 7 days, giving club members plenty of time to access their free eBook.
Reminders: Club members received a follow-up nudge on Day 6 to give them a last chance to participate before the campaign ended.

Why It Worked

Hyper-targeted audience: The campaign spoke directly to an engaged, identity-driven book club community.
Direct, trusted communication: All messaging came from the club itself, boosting open rates and click-throughs.
Exclusivity added urgency: Members knew this was a limited-time, members-only perk.
Seamless collaboration: Publisher, book club, and platform worked in sync, making the experience smooth for all sides.
Data-rich insights: The publisher gained access to engagement metrics and email contacts for easy follow-up.
Easy to replicate: The process was lightweight and scalable for future campaigns.

The Results

Booktrovert campaign had a 28% click rate
11%* of total book club members claimed a free eBook
Booktrovert’s Detailed Analytics offered the publisher and book club host insight into members’ interest in digital fulfillment, demographics of those members, as well as the email addresses of those who participated, making it easy to follow up with them as needed.

Takeaways for Publishers & Authors

Looking to try something similar?

Start with community: Partner with a niche book club, influencer, or membership-based group already talking to your ideal readers, or create your own!
Keep it simple: Use existing tools (like your NetGalley/Booktrovert account) to build private, invite-only campaigns.
Let them lead: Allow your partner (book club host, curator, influencer) to send the messaging to build trust and drive engagement.
Create urgency: Be clear about the window of availability (or number of copies available) to encourage immediate action.
Make it measurable: Use campaign data to understand audience behavior and identify warm leads for future outreach.

We’re here to help!

Want to reach niche readers where they already are? Private Booktrovert campaigns help you connect, convert, and cultivate community! Learn more here, or reach out for more info.

*Campaigns that are digital-only (rather than bundled with print) are likely to see a much higher adoption rate!

Karin Slaughter Frontlist Giveaway: A Masterclass in Urgency Marketing

Campaign Snapshot

Campaign Title: Have a Killer Summer with bestselling author Karin Slaughter
Featured Giveaway: We Are All Guilty Here (North Fall #1)
Backlist Boost: Landing page included 4 backlist titles with links to buy
Bonus Visibility: Promoted to 265K+ Facebook followers

Overview

Giveaway + Retail: New book from one of the world’s most popular and acclaimed storytellers, plus a boost for their backlist!

When you have an author with a loyal following and a buzzy new release, timing and strategy are everything. For bestselling thriller author Karin Slaughter, a limited-quantity Booktrovert campaign helped drive rapid reader engagement and direct traffic to her backlist, while a single Facebook post helped get it in front of an eager built-in audience ready to claim their early copy.

This campaign is a strong example of how Booktrovert can be used to amplify visibility for even the most well-known names in publishing. While it may be easy to assume big-name authors don’t “need” extra exposure, strategic consumer engagement can still deliver clear value, whether it’s building buzz for a new series, reigniting interest in a backlist, or giving loyal fans something exciting to talk about. In this case, a high-impact giveaway not only delighted Karin Slaughter’s audience but also helped turn casual browsers into active readers.

To create urgency and excitement, the team offered 250, first-come first-served eBooks of We Are All Guilty Here, the first book in Slaughter’s new North Fall series. The response? All 250 copies were claimed within minutes, kicking off a wave of buzz, engagement, and click-throughs to her additional titles.

Why It Worked

Countdown Teaser primed the audience
With 265K followers and a compelling offer, Karin Slaughter’s social media post reached readers already eager to engage. The Teaser Countdown ensured her audience would be ready to act the moment the campaign went live, all without additional paid ads or external media support beyond the Booktrovert campaign itself.

Limited quantity = built-in urgency
By capping the giveaway at 250 copies, the campaign created a strong sense of FOMO, prompting fast action and word-of-mouth sharing.

Advertised more than one book
While We Are All Guilty Here was the featured giveaway, readers were also encouraged to explore more of Slaughter’s backlist through Buy Now links on that same campaign landing page, turning the giveaway into a full author showcase.

Buy Now CTAs for extra impact
Featuring additional books alongside the giveaway ensured that even readers who missed the giveaway still had an opportunity to purchase titles immediately.

The Results

Curious how your results stack up? Check out some benchmarks here: Understanding Your Booktrovert ROI

Takeaway for Publishers

Social-first Booktrovert campaigns can be a powerful tool to drive attention and activate fanbases. Whether you’re launching a debut or supporting an established brand, pairing a limited-quantity or time-sensitive giveaway with social promotion gives readers a reason to click now. Add in a few Buy Now CTAs, and you’re not just giving away one book—you’re driving interest across an entire catalog.

How Berkley Turned a Backlist Giveaway into Frontlist Momentum

With a second book on the way and excitement building, Berkley Publishing Group saw a timely opportunity to reintroduce readers to Lucy Jane Wood’s magical world. Her debut novel, Rewitched, was described by NetGalley members as “the most cozy, magical, whimsical, swoony, heart wrenching book!” – Jenny L, Librarian—high praise indeed!

By giving away copies of Rewitched and pairing the campaign with a clear call-to-action to pre-order series follow-up Uncharmed, the publisher created a smooth path from discovery (or rediscovery) to encourage readers to purchase.

Campaign Performance

If you’re familiar with NetGalley, you know that it’s always been our goal to provide tools and metrics that are designed to dovetail with your current strategies while expanding your reach. Booktrovert is no exception! All Booktrovert campaigns include Basic Reporting, which includes campaign traffic stats and clicks on CTA buttons. Add-on Detailed Analytics give publishers access to the email addresses of giveaway participants, as well as bonus charts, downloadable reports, and even more demographic data! Learn more about Booktrovert reporting here.

Booktrovert members are active, engaged, and excited!

Why It Worked

Backlist-to-frontlist funnel
Giving away Rewitched (Lucy Jane Wood’s debut) pulled new readers into Wood’s world, which created a natural interest in the upcoming book, Uncharmed. This can be repeated for every subsequent book by the author.

Pre-launch timing
With three months until publication, the campaign generated buzz from excited readers, and boosted retailer algorithm strength. Plus, with over 200 retail clicks to Wood’s debut, it gave a boost to the series right from the start.

Harnessing the power of book buyers
Booktrovert’s audience of book lovers and consumers was the perfect fit for this series, driving both interest and intent to buy.

Feed + Email Synergy
68% of views for this campaign came from Booktrovert’s Digest Newsletter. With that email appearing in inboxes 3 hours before the giveaway, excitement is generated early, and encourages return visits to the campaign.

Lean but effective giveaway
Even with just 50 giveaway copies, the campaign reached tens of thousands of readers. Since giveaway copies tend to go quickly, we recommend offering 100 or more copies so more Booktroverts can have a chance to claim one. Bonus! Once all copies are claimed, the CTA will automatically switch to retail.

Takeaway for Publishers

You don’t have to wait until the final countdown to drive pre-orders, and you don’t need to worry about giveaways cannibalizing your sales, either. Readers who discover a book through a giveaway often go on to recommend it, review it, or even purchase a copy in another format.

For publishers, a giveaway and pre-order campaign like Berkley’s can serve as a way to build interest and engagement well ahead of a new release, boost retail algorithm strength, and create a fanbase that will be eager for your books long before they hit shelves!

*Readers are thrilled to share their excitement about books they’ve claimed*.

Case Study: A Perfect Vintage by Chelsea Fagan

Using authentic, creative enthusiasm to connect with new audiences

Having previously published nonfiction, Chelsea Fagan knew she’d need to tap into a new audience with her novel. Creating an author platform is no easy feat, and in this interview Chelsea shares more about how she pivoted to reach fiction audiences with organic, authentic efforts.

What were your initial goals in listing A Perfect Vintage on NetGalley? Did those goals change or evolve over time, and if so, how?

My initial goal was to reach a wider audience with my novel – since my previous books and current platforms are in the nonfiction space, I wanted to find new readers in my new genre (romance) in an organic and mutually beneficial way. This didn’t particularly change with time.

A Perfect Vintage is your debut novel, but it’s not your first book. How did your prior experience inform your independent publication process this time around?

I’m very familiar with the publishing process, and have always been extremely hands-on with my other books, even when traditionally published. So I basically knew how I wanted to do everything, and really enjoyed the ability to have control over the creative and marketing decisions.

A Perfect Vintage was named a 2023 Harper’s Bazaar Best Beach Read, received praise from bestselling authors like Ashley C. Ford and ST Gibson, and was covered in BookRiot and The Skimm, among others! What role did you as an independent author play in securing media coverage for A Perfect Vintage?

I’m lucky that I’ve worked in media essentially my entire career, and I have a fabulous marketing partner with whom I’m profit sharing on the book, so between the two of us we were able to secure a lot of really organic, authentic media coverage between people we knew or had worked with over the years. I took a lot of care in sending out galley mailers with personalized notes and ribbons, even doing themed gift boxes for some recipients – and though that whole process took a lot of time and energy (and standing in line at the post office), it was hugely worth it. People respond to authentic creative enthusiasm.

What strategies, tools, or features in your NetGalley client account did you find most useful in turning NetGalley members’ impressions and requests into Feedback and reviews?

I found it to be quite seamless all around, but I did like being able to see a bit about the profiles of people requesting – if they’re someone who doesn’t at all read my genre typically, that person might be a lower priority than someone who is a big fan of the space.

Now that A Perfect Vintage is published and out in the world, do you have new or additional goals while you continue using NetGalley as your title is still active on the platform?

Making sure it has as wide a level of visibility as possible with booksellers and librarians!

As we alluded to earlier, in addition to your work as a novelist, you are the founder and CEO of The Financial Diet. How did founding and running your own business prepare you for your debut novel’s publication?

I’m very organized, thorough, and single-minded when it comes to pursuing professional and creative projects I’m passionate about. I understand media, I understand creating healthy business models, and I know what I can afford to invest (both in terms of time and money). I also enjoy a four-day workweek at my primary job, so I was able to dedicate regular time to this project without overwhelming myself.

On a personal note, I am obsessed with your cover image! Could you tell us a bit about it? Who was the artist? Did you go through multiple drafts?

Thank you! It’s an original oil painting that I commissioned from the artist Elizabeth Lennie (whose work I love, and whose paintings have previously been licensed for books such as Every Summer After). I hope to continue working with her throughout my romance career, as the cover has been such an integral part of this book’s success!

A Perfect Vintage was selected for free Homepage Placement on NetGalley about a month and a half before its publication. Two weeks later, it was a Featured Title on NetGalley in the Beach Reads (Fiction) theme. What effect did NetGalley Promotions have on your book’s performance?

It automatically reached a much wider audience – when I began this process, I was very reliant on my own platforms, which luckily are sizable. But those features especially allowed me to meet readers who weren’t previously aware of my work.

I understand music was a key influence for A Perfect Vintage — it has its own playlist! How has music shaped your writing?

In every way! As my primary work is more serious, educational content about finance, I want my romance work to be purely about vibes! Enjoying myself while writing is of the utmost importance, and having a fabulous playlist to accompany the process is essential to maximizing the joy. (And people have really loved it, about 1,500 people have saved it on Spotify alone and a lot of people have told me it’s been their favorite summer playlist – I’m honored!)

What’s next for you? What do your readers have to look forward to?

Really exciting things are happening over at The Financial Diet – a fall tour (the theme will be money & love, tying together my two big focuses this year), a totally revamped video series, etc – and then I’m starting work on my next summer romance, which I’m excited to place on NetGalley as soon as it’s ready!

Chelsea Fagan, author of *A Perfect Vintage*

Chelsea Fagan is a writer, home cook, and the co-founder and CEO of The Financial Diet. She lives in Manhattan with her husband and dog.