HOW TO INSPIRE READER LOYALTY

by Korina Moss

A photo posted by Dana, a loyal reader of mine 

Reader loyalty. Every author hopes for it. Cozy mystery authors count on it for their careers. One way to foster loyal readership is through marketing, but that’s putting the cart before the horse. First, you must write a series that inspires reader loyalty. 

Cozy mysteries are intended to be a standalone series. Writing a standalone means you have to focus on writing the best self-contained story you can. But writing standalones within a series means you also have to consider the books you'll be writing next. Ultimately, you want a connection among your books and a progression of your characters. These two things will help to elevate your series and inspire reader loyalty. How to do this? Here are 5 things to keep in mind that may help:

1. Give your protagonist a character arc throughout the series. 

Cozy mysteries are comfort reads, so although we want to write a three-dimensional protagonist (which likely means she’ll have some flaws and challenges), you need to put a light touch on them. Your protagonist must be likable from the beginning, and therefore, her issues can’t be so heavy or need such redemption that the reader isn’t riding with her from the start. With this in mind, you can introduce an arc that gets resolved in book one and then a bigger arc that runs throughout the series, or you can introduce an arc and show your protagonist’s growth incrementally throughout each book. Either way, don’t hit the reader over the head with lessons learned. Character arcs should also apply to your core series characters (those who help your protagonist sleuth and show up in every book). Think about what changes they might go through within each book. What small differences will readers be able to see in your core characters between book 1 and your later books? 

2. Keep in mind the time between when the books take place. 

Does your first book take place in the spring and the second book take place the following fall? Then you need to keep in mind when you write that second book that 6 months have passed for your characters. If your protagonist has just moved into her new apartment in book 1, she’s not going to be unpacking boxes at the start of book 2 if it takes place 6 months later. (Unless she’s like me, lol.) If two characters start dating in book 1, then you have to consider that they’ve now spent six months dating at the start of book 2. If your sleuth and the detective have been awkwardly flirting in book 1, and in book 2, you have them acting exactly the same, you need to mention why their status has remained the same. Have they avoided each other since the last murder investigation? Only seen each other in passing? Are both horribly shy? There should be a reason why their relationship is in the same place. Things will have happened in those months between books that readers didn’t get to see. Make sure each book simply acknowledges that. 

3. Make some community characters recurring.

If you introduce characters who play an important role in your book and they’re part of the community, readers are going to want to see them again and know what they're up to now. It’s a great way to make the town feel alive and slowly grow it. However, not every character can be in every book. They still have to serve a purpose to the mystery. You don’t want too many names and characters for your readers to have to remember. But using these recurring secondary and tertiary characters not only adds color, they help to make your characters feel like they actually live off the page. 

4. Keep the relationships between characters growing and changing.

In real life, romantic relationships and friendships change and grow. Especially if your protagonist starts out in a new town (like Willa does in my Cheese Shop series), you’ll want to show the progression of her friendships and the romantic relationships from book to book. This will have to be done a bit more slowly than in real life, but there are always ways to show growth and for relationships to get tripped up. I age my characters, but not every series does. I understand why and it may not be important to readers to see them age. However, I think if my characters are going to grow and their lives are going to change, and I'm writing different seasons and holidays and shop anniversaries, then my characters should also get older. 

5. Ground your setting.

You want your reader to have a good image in their head of your setting. One way to do this is to have a strong handle yourself on what your town looks like, what’s there, and where the places are located. It will keep you from making mistakes and also allow you to paint a better picture of your setting for the reader. Make note of the shops or locations that play a role in your books. You’ll want to show many of them again in future books, even if it’s just a mention of walking past them. If your protagonist has 3 places she always goes to—for example, her home, the local café, and the shop she runs—you want to describe not only these three places, but where they exist within the town. It will give your reader some idea of the size of the town, if it’s walkable, if your protagonist lives in a rural location, etc. Your setting is like those recurring characters I mentioned earlier—your readers want to be reminded that those places still exist even if they don’t play a role in that particular book. 

Readers become loyal to a series when they love the characters, the town, and the cozy feel. They like to feel like they’re returning to “old friends” in a place they’d love to live (minus those pesky murders). You want to make these things as real as possible for them. A progressing arc of your protagonist and core characters and their relationships not only makes them more realistic, it also gives your readers something to be invested in and look forward to. Connecting the books with many of the same community characters and town businesses leads to a comforting familiarity for your readers. I hope these five tips will help your series become one readers will want to revisit again and again. 

Readers: What makes you return to a series and become a loyal reader? 

KORINA MOSS is the author of the Cheese Shop Mystery series, which includes the winner of the Agatha Award for Best First Novel, as well as two novels short-listed for Best Contemporary Novel. Listed as one of USA Today’s “Best Cozy Mystery Series,” her books have also been featured in PARADE Magazine, Woman’s World, and Writer’s Digest. Korina is also a freelance developmental editor specializing in cozy mysteries. To learn more or subscribe to her free seasonal newsletter, visit her website korinamossauthor.com.