Arcadia Author Newsletter feature
Corey Geiger, author of On a Wisconsin Family Farm (2021) and The Wisconsin Farm They Built (2023)
Tell us a little about your books. What made you decide to write your books?
I’ve always been a storyteller. When our family farm turned 150, I wanted to have a party to celebrate. Still fully employed running the farm, my parents weren’t up the preparation that would require so I decided to have my own “party in the paper” to tell stories of our six-generation family farm.
We are a nation of immigrants who came to America to establish a better life for themselves and future generations. My books honor those immigrants, and the writing found within the books represent a life-long journey that began on my family’s dairy farm in Northeast Wisconsin. Unlike most farms, our family business went through the women of our family for three generations — (great grandmother), generation four (grandmother), and generation five (mother) with my mother and father purchasing the farm in 1981. For perspective, my great grandmother was a landowner before women even earned the right to vote via the U.S. constitution in 1920.
With my family members as the central characters, I employed creative nonfiction to explain what was happening in Wisconsin, the U.S., and the world that caused the events to unfold for our farm and other families in that time. I extensively conducted research at libraries and historic centers regarding the events that touched our farm family and, I creatively wove that into the narrative. That opened the doors wide open to both good and tragic events.
With copies now sold to all 50 states, readers have shared, that the books have been great conversation starters for multiple generations in their families as I used our family to bring to life pioneer stories and farming stories. Both books feature over 70 historic images as well and that’s enhanced the believability and adds color.
As for the actual process of writing the books … even though my grandparents moved two miles away to town upon their retirement in the early 1980s, they never truly left and were often at the farm four, five, six, and even seven times a week. My grandmother was literally born in the farmhouse and lived there the first 62 years of her life.
While other youth went off to play with their friends, I worked on the farm. All three generations pitched in. I heard stories, I asked questions, and I eventually kept journals. Because my great grandmother (generation three) and grandmother were the youngest in their family, they had great family history documentation. These two women took copious notes and farm records. I had access to all that material.
What was the writing/researching/editing process like?
As an adult, I joined the editorial team of an international agricultural publication and traveled the U.S. and the world. In my 30s, I realized that there were rich stories from our family. That’s when I began to interview my grandparents as to the stories in which I needed a deeper understanding. I transcribed those recordings and created over 100 pages of manuscripts that they eventually reviewed and edited. My grandmother labeled the historic family photos and put them under her bed with strict instructions that I could not have them until her passing.
I reached out to the editor and owners of our local weekly newspaper and inquired if I might write a column that I titled, “The Homesteaders Hope.” In making my pitch, I suggested that I would write 20 columns ranging from 750 to 1,000 words and pair them with one or two historic photos. I asked for no compensation in exchange for maintaining the copyright.
And so, the journey began. The paper eventually sold subscriptions in 37 states as those who previously lived in the area wanted to read the stories. (Only one column was put online, and it had 2,000 reads in the first week.)
Momentum built – 20 columns eventually grew into 99 columns. Before publication, I had five people review the columns for accuracy including my wife, mother, an aunt, an uncle, and my father-in-law. All gave valuable input.
During that writing process, I was on a self-publishing trajectory to compile these columns into a book. That’s when my wife pushed me to consider working with a publisher. She checked out several books from the library on getting your book published. That’s when I took a break from the story-writing process and wrote a “Proposal for Publication.” We simultaneously submitted to seven publishers, selected for their focus on history and non-fiction. Two publishers showed interest early. Eventually we worked out a contract with Arcadia and The History Press and a new journey began.
In the home stretch to deliver the first manuscript to The History Press, my 69-year-old father suffered a massive heart attack. After three surgeries during an 18-day stretch, he died. The lead physician and I had become friends during my father’s hospital stay. Knowing I had a full-time job and was about to have a 376-acre farm to run upon my father’s passing, he suggested I reach out to the publisher and detail my situation. After having that conversation, we paused the book release for a year as I regrouped to author the best book possible.
The first book released in March 2021 during the heart of the health pandemic. We used social media and limited in-person events to debut the book. It was such a smashing success that Arcadia, The History Press, and I collectively decided 90-days later to proceed full steam ahead on a sequel that released 14 months later.
If you have one piece of advice to give to new authors on how to get your book out there, what would you tell them?
You, as the author, are the best promoter of your book. Once you write and publish the book, let your enthusiasm shine. When potential readers and store owners see you are excited about your book, they will want to learn more and buy your book.
Most business owners and store managers want to encourage authors. While daunting at first, I found developing a marketing plan with Arcadia and The History Press to eventually be very worthwhile. The marketing plan helped me think through events, partners and alternate ways to identify and reach my target audience. With great help from my wife, the publisher turned me into a marketer that eventually helped get books into over 225 stores. Marketing is the key ingredient in being a successful author.
How did you decide which social media accounts to focus on?
You can’t be everything to everybody. Pick what you are good at on social media. As I was already active on Facebook and LinkedIn, I chose those two platforms to focus on.
As following for the book grew, I decided it was time to decouple my personal Facebook page and started an “Author Corey Geiger” page. As following grew, I tried to keep all my books posts on that platform. As for LinkedIn, I have only one account.
Do you have a social strategy that you use?
Build excitement. Leading up to the book’s release, I started to dribble out nuggets about launch events and locations. The Friday before the book’s release, I simply posted the book’s cover with a link to my personal website with an offer to ship signed copies on opening day. The post was simple and short — 137 books sold.
As book debut blossomed, I posted photos with happy readers. Later, I began going to stores who purchased books and offered to sign their copies. More photos and posts took place to illustrate to customers that the book was widely available throughout Wisconsin and the Upper Midwest. Be sure to tag the stores or organizations so that you build awareness.
Posts should be fun and not a chore. Be creative. Have fun.
What about earning media coverage?
Arcadia and The History Press allowed me to send media copies to print, radio and television media with whom I had developed connections with over the years. The original paper who had published my columns gave me front-page billing.
Eventually three Green Bay, Wis., area television stations did stories with two news journalists coming out to our family farm. Some of this took place months after the book’s release as I used themes like June Dairy Month, Christmas, and book awards to rekindle story ideas. Eventually, I was on a half-dozen radio stations, too.
The print, radio, television, and awards coverage then all become items for our social media posts.
Other than social media, what are you personally doing to market your book (outside of the publisher)?
This marketing included creating a website www.coreygeiger.com and signing copies in bookstores. Signing books also allowed me to meet and develop a relationship with bookstore owners who became advocates. Arcadia provided complementary “Author Signed” stickers which I used when store owners agreed. Note that the store owners know their business, and some have specific requirements for using signage and stickers.
Eventually my wife came up with the idea to create bookmarks. Those bookmarks also invited readers to publish reviews on Amazon and Goodreads. It’s been effective in getting others to learn about the book by hearing from other readers.
Awards competitions can also bring the book back to the forefront. On the first book, I only entered a few competitions and was fortunate to win one national award. Book two won three awards which helped me get into some new stores that had took a pass the first time around. When it comes to sales and marketing, the first no isn’t the last no.
Lastly, I have developed a Power Point presentation and speak to historical groups and libraries. After each event I also hold a book signing. From the business standpoint, I have a cash box and have a Squarespace account to run credit card transactions.
Anything else from the marketing side?
In thinking like a marketer, I also discovered a new location for my books — cheese shops. If consumers were willing to go to a Wisconsin artisan cheese store, they just might be willing to buy my book to learn about the farms where the milk came from to make that cheese. Those have become some of the best partnerships.
When working with bookstores, I asked if they might have local media who would be interested in taking photos or hearing from a Wisconsin author. Some took me up on the idea as it also brought attention to their stores, too.
Lastly, I do many in-person speaking events each year. For me, I’ve found events where I can present to potential customers about book chapters to be the most beneficial. It’s about that enthusiasm factor. Sitting at a table at a book signing event hasn’t been that rewarding for me. With speaking events, I can be sure I’m connecting with my target audience and focusing on stories that interest them.
My wife and I take photos at these events, too. They also make great social media posts. Get others such as the store owners or readers in the photos. Tag individuals and businesses in your social media posts and allow your story to grow.