I believe in Beyond Me, and I have poured myself into its writing/editing/marketing. However, I have other deadlines breathing down my neck now, and it is no easy task to meet them when Beyond Me still looms large on my priority list. As a result, it's easy to dismiss anything that doesn't seem absolutely crucial to Beyond Me's immediate marketing needs. The problem with that sort of thinking is that it is far too short-sighted.

People like personal touches. It's just that simple, folks. And sometimes adding a personal touch is a bit time-consuming. But adding personal touches is how my huge Internet networking system was put into place. It didn't happen by sending one giant e-mail blast and asking people to join forces with me to help market my next release(s). It happened--for the most part--one email at a time.

Let me give you an example. When someone goes to my website and signs up to receive my weekly devotional mailing, I could simply add the name to my list--or not. I have chosen to follow up with a brief but personal note of welcome to "our weekly devotional family." I then encourage that person to go back to my site and sign my guestbook to be entered into my monthly book giveaway. (Conversely, if someone signs my guestbook, I drop them a note and encourage them to join my mailing list.) This establishes a personal connection--and very possibly a long-term author/reader relationship.

I also make it a point to personally respond to readers who write to tell me how much they enjoyed reading one of my books. I realize that may sound like a no-brainer, but in addition to being an author I am also an avid reader. When I come across a book I really enjoy, I usually take the time to write to that author and express my feelings about the book and the writing. I am amazed at how often I get no response! That may or may not affect my desire and follow-up to buy that author's next book, but I can't help but wonder why that particular author isn't taking a moment to add that personal touch and build a faithful reader base.

Personal touches are important, ladies and gentlemen, regardless of our profession or calling in life. The God we serve has made Himself personal to us. It's the least we can do to respond in kind.