Name: Shayna Kaufmann, PhD
Author, clinical psychologist, certified mindfulness meditation teacher
Links:
Amazon book link: https://a.co/d/6ySUYNz
Website: EmbraceTheMiddle.com
Instagram @ShaynaKaufmann
LinkedIn: Shayna Gothard Kaufmann
Facebook: Embrace The Middle
NFAA: Congratulations on publishing your first book! First, tell our members a bit about it and your audience.
SK: Thank you! It’s very exciting. My book is called Embrace the Middle: A Woman’s Guide to Mindfully Navigating the Challenges, Celebrating the Joys, and Finding Power in Midlife. The essence of the book is the appreciation that although we do not have a choice regarding many of the natural challenges that accompany midlife (i.e., menopause, caretaking demands, physical decline, emptying nests for those women with children, etc.), we do have a choice with how we respond to them. The book invites women to gently accept (versus fight or resist) life’s changes and challenges with compassion and to also intentionally notice the many gifts that come with age (more wisdom, resilience, comfort in our skin, etc.). So little attention is given to the goodies that are a product of age and experience. I draw from my background as a clinical psychologist, 20+ year Zen meditator, and my original research on 619 women worldwide.
NFAA: You’ve garnered some exciting publicity opportunities for your book. As you know, promotion is a whole different beast than writing, and it can be overwhelming for authors who are first starting out. What strategies did you use to promote Embrace the Middle before its release? What worked for you, and what didn’t?
SK: It is indeed a very different beast, which is a great word for the marketing piece. I started early, reaching out to family and connected friends asking for their support and also trying to establish connections with more well-known people. I sent a lot of cold emails and friend requests, most of which were ignored, but a few that ended up being great connections – one even an unexpected endorsement. I offered to write articles and give talks on topics related to my book. I also hired a social media person as my launch date approached, as that is not my forte. I found personal reach-outs and connections to be productive as well. Oh, and I really pushed for that Amazon bestseller by staying on my various networks to buy on my launch day. It was exciting watching my ranking get higher and higher that day.
NFAA: What did you do to promote your book after its release? What worked, and what didn’t?
SK: Rather than give one big bookstore talk, I scheduled many smaller events at friends’ homes, so that I could tap into my networks from different walks of life. I also had a community affiliation host a bigger one. As these were private events, I could not share them publicly, but I am positive I reached way more people than I would have at one big event. I also capitalized on travel I was already doing to tag on book events. I’ve got five of those upcoming, again using connections of friends and family to help.
NFAA: What surprised you about the publicity aspect of publishing?
SK: It’s unrelenting but also, right now, in its midst, it’s really fun. I love sharing my book and have been overwhelmed by the support of so many people. It makes all those years of hard work getting it written and published, worth every second.
NFAA: What’s something you’d wished you’d done differently, or done sooner?
SK: I wish I had more time between when I had my book in my hands and the actual launch date. For various reasons, there were delays in getting the final copy which was really stressful. I was also still trying to get it right on Amazon the day before the launch. That was also not fun. But it ended up working out. And now I know to allot more time for everything.
NFAA: What’s next for you as an author?
SK: I am really excited about the many upcoming events both in my hometown of San Diego and in several other states. I am also working on a book club guideline, and plan to make that a marketing focus after this initial phase dwindles down.
NFAA: Is there anything else you’d like to add?
SK: All the stress and time pays off! The book has its own journey and I think it helps to capitalize on our natural strengths in promoting it. I’m good at writing and speaking but not at the social media piece so that may dwindle down a bit while I focus on what I know how to do best.
Great ideas, Shayna! You are doing fantastic work in a much-needed space!