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For Authors

What can writers learn from Colleen Hoover?

By: Ginger on January 24, 2025

Our Hidden Gems guest author for today.

By: Ginger on January 24, 2025

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When it comes to staggeringly successful self-published authors, the name Colleen Hoover should top anyone’s list. Since publishing her debut novel in 2012, she has gone on to become a literary phenomenon with over 20 million books sold and named one of the world’s most influential people in 2023. Her rise to fame should be studied as a blueprint by other aspiring writers, which is exactly what Ginger aims to help with in today’s blog as he breaks down everything that Colleen does right.

By analyzing her ability to craft emotionally impactful stories, foster deep reader connections, and navigate the ever-changing publishing world, Ginger uncovers strategies that resonate far beyond the page. Hoover’s career offers countless lessons, from the art of creating unforgettable characters to leveraging modern tools like social media to engage and grow a devoted readership. Whatever skill it is you need to grow, there’s plenty to learn from Colleen’s inspiring success story.


I’m always excited when I read about self-published authors achieving new and unprecedented levels of success, and in recent years I’ve been waving the flag in support of Colleen Hoover, who self-published her first novel in 2012 and has since sold over 20 million copies of her books. She was even named one of the 100 Most Influential People in the World by Time magazine in 2023

One of her most conspicuous achievements was having her 2016 book It Ends With Us recently adapted into a Hollywood blockbuster starring Blake Lively as lead character Lily Bloom.

Released in August 2024, the film received mixed critical reviews but achieved significant commercial success, grossing $351 million worldwide against a $25 million budget. However, the story of the movie’s production has become almost as dramatic as the book itself – involving allegations of sexual harassment and on-set misconduct made by Blake Lively, and a $250 million counter-lawsuit by embattled director Justin Baldoni.

All this drama has not just cast a shadow over the film’s release, but also thrown production of a sequel into doubt – which is a real pity, since Colleen Hoover has already written the novel that film would be based on. 

I thought it might be a good time to shift focus from the Hollywood drama to Colleen’s critically and commercially successful books – looking into the question of what aspiring writers can learn by studying them.

Who is Colleen Hoover?

In the crowded landscape of contemporary literature, few authors have managed to capture the hearts and minds of readers as effectively as best selling American author Colleen Hoover. Born in Sulphur Springs, Texas, in 1979, Colleen has earned a reputation for writing emotionally engaging novels that often blend elements of romance with taut contemporary fiction.

Colleen began her career as a self-published author and gained widespread recognition with her self-published debut novel, Slammed, in 2012. One of the pioneers of digital self-publishing, Colleen has been reported to have said that the only reason she self-published the novel in the first place was that so her mother could read it on the Amazon Kindle she’d recently been gifted.

After earning some great reviews, Slammed achieved what would now be nearly impossible given the landscape of self-publishing on Amazon. Totally organically, her book reached #8 in the New York Times best seller list and changed the trajectory of Hoover’s life forever.

Her subsequent works, including It Ends with Us, Verity, and Ugly Love, have garnered even more critical acclaim and earned her a well-deserved and utterly devoted fan base.

Hoover’s writing is often characterized by its emotional depth, complex characters, and her willingness to tackle difficult subjects such as domestic violence, mental health, and personal trauma. Hoover’s ability to create relatable and multidimensional characters has resonated with readers worldwide – and she’s connected with many of them through her dynamic presence on social media, where she shares insights into her writing process and interacts with readers directly. 

Colleen’s success story is an inspiration for self-published authors aiming to break into the mainstream literary market, and studying her work offers a wealth of lessons. I’ve put together a deep dive into what we writers can learn from her storytelling techniques, marketing strategies, and her masterful engagement with readers.

Mastering Emotional Depth

One of Colleen Hoover’s standout qualities is her ability to evoke deep emotions. Her characters often face complex personal challenges, and she portrays their emotional journeys with authenticity and nuance. For self-published authors, mastering this emotional depth can be key to connecting with readers.

In It Ends With Us, she tackles the harrowing subject of domestic abuse, showcasing the insidious nature of abuse and its devastating impact on victims. Through Lily’s internal struggles and the gradual erosion of her self-worth, Hoover paints a chillingly realistic portrait of a woman trapped in a cycle of violence. 

Similarly, Ugly Love explores the raw and painful emotions surrounding grief and loss, as well as the unexpected and unconventional ways love can manifest. By juxtaposing the vibrant, carefree personality of Miles with the devastating impact of his past trauma, Hoover creates a poignant and unforgettable portrayal of love, loss, and the enduring power of human connection.

  • Lesson: Focus on creating well-rounded characters with genuine emotions. Delve into their fears, desires, and struggles, making their experiences resonate on a personal level. This emotional authenticity can turn a good story into an unforgettable one.

Crafting Relatable Characters

Colleen Hoover is celebrated for crafting relatable characters – imbuing them with realistic flaws and vulnerabilities. 

In Ugly Love, Miles, despite his gruff exterior, grapples with deep-seated trauma and a fear of intimacy stemming from a tragic past. This internal conflict makes him a complex and compelling character who readers can easily empathize with. 

In It Ends With Us, Lily Bloom is trying to navigate a new life in a new city, but faces challenges related to self-doubt and the lingering effects of her troubled childhood. Her struggles with trust and her fear of repeating past patterns are relatable to many readers who have faced similar personal obstacles. By portraying characters with both strengths and weaknesses, Hoover creates individuals that feel authentic and resonate with readers on a deeply personal level.

  • Lesson: Build characters that readers can see themselves in or empathize with. Consider their backstories, motivations, and how they grow throughout the narrative. Relatability can foster a deeper connection between the reader and the story.

Exploring Difficult Topics

Colleen Hoover has been praised for tackling difficult and often taboo topics with sensitivity and honesty. 

In Verity, she delves into the complexities of mental illness, portraying the struggles of a writer grappling with depression and the devastating consequences of untreated mental health issues. The novel explores themes of grief, guilt, and the blurred lines between reality and fantasy, offering a nuanced and unflinching look at the human psyche. 

In Regretting You, she tackles the difficult topic of infidelity and its impact on families through the eyes of Clara, a teenager navigating the emotional fallout of her parents’ separation. The book does a fantastic job exploring themes of betrayal, forgiveness, and the enduring power of family bonds. By addressing these sensitive subjects with honesty and empathy, Hoover encourages readers to confront difficult emotions and engage in meaningful discussions about important social issues.

  • Lesson: Don’t be afraid to explore challenging topics. When handled thoughtfully, these themes can add layers to your story and provoke meaningful discussions among readers. Ensure you approach such topics with research and empathy to portray them accurately and respectfully.

Innovative Storytelling Techniques

One of the beauties of self-publishing is the freedom to embrace innovative storytelling techniques to keep readers engaged and captivated – something that traditional publishers are often too conservative to try. 

In Verity, Colleen Hoover demonstrates this by masterfully utilizing unreliable narration, shifting perspectives and blurring the lines between reality and fiction. This unconventional approach forces readers to question the truth and delve deeper into the psychological complexities of the characters. 

In Ugly Love, Hoover incorporates a unique dual-timeline structure, interweaving past and present events to gradually reveal the underlying trauma that shapes Miles’s present behavior. This technique builds suspense and adds layers of depth to the characters and their relationships. Through these and other creative storytelling choices, Hoover pushes the boundaries of traditional narrative, offering readers a fresh and engaging reading experience.

  • Lesson: Experiment with different narrative structures and formats. Breaking away from traditional storytelling can intrigue readers and set your work apart. Use these techniques to enhance the story rather than as a gimmick.

Balancing Romance with Other Themes

While Hoover’s books are often categorized as romance, they also delve into themes like family dynamics, personal growth, and healing. This balance broadens her appeal beyond typical romance readers.

In It Ends With Us, the passionate romance between Lily and Ryle is interwoven with the darker themes of domestic abuse, mental health, and the enduring impact of childhood trauma. This complex interplay of love, pain, and healing creates a multi-layered story that has resonated deeply with millions of readers. 

Similarly, Ugly Love explores the unconventional and often painful facets of love, juxtaposing the passionate romance between Tate and Miles with the underlying themes of grief, loss, and the challenges of overcoming trauma. By seamlessly blending romance with these deeper themes, Hoover creates narratives that are both entertaining and thought-provoking, encouraging readers to explore the complexities of human relationships and the multifaceted nature of love. 

  • Lesson: Diversify your themes. Even if your book falls within a specific genre, weaving in other elements can attract a wider audience and add richness to your narrative.

Effective Use of Cliffhangers

Hoover is known for her skillful use of cliffhangers, which keep readers hooked from chapter to chapter. This technique creates anticipation and encourages binge-reading.

In Verity, she consistently leaves readers on the edge of their seats by abruptly shifting perspectives, revealing shocking secrets, and ending chapters with unexpected twists – for example, the revelation that Lowen has discovered a hidden document containing Verity’s dark confessions leaves readers reeling and eager to uncover the truth. 

Similarly, in Ugly Love, Hoover employs cliffhangers to maintain reader interest and heighten emotional tension. The constant uncertainty surrounding Miles’s past, his emotional availability, and the potential for heartbreak keeps readers hooked and eagerly turning the page. By strategically placing cliffhangers throughout her novels, Hoover ensures that readers remain captivated and invested in the unfolding narrative.

  • Lesson: Strategically place cliffhangers at key points in your story. This can maintain reader interest and drive them to keep turning the pages. However, ensure that these moments feel natural and contribute to the overall plot.

Building a Loyal Reader Community

Colleen Hoover has cultivated a fiercely loyal and engaged reader community through consistent interaction and a focus on building genuine connections. 

She actively engages with fans on social media platforms, responding to comments, hosting Q&A sessions, and sharing behind-the-scenes glimpses into her writing process. This direct interaction fosters a sense of intimacy between the author and her readers, making them feel valued and heard. 

Hoover also encourages fan interaction by hosting online events, creating exclusive content for her mailing list, and actively participating in online book clubs and discussions. This two-way communication has created a strong sense of community among her readers, who often connect with each other online to discuss her books, share their favorite quotes, and offer support to fellow fans. 

This dedicated and engaged community has played a significant role in Hoover’s success, driving book sales, amplifying her reach, and creating a powerful word-of-mouth marketing force.

  • Lesson: Engage actively with your readers. Use social media to share insights into your writing process, respond to reader comments, and create a personal connection. Building a community can lead to dedicated fans who eagerly await your next release.

Leveraging Word-of-Mouth Marketing

Colleen Hoover’s entire career stemmed from becoming a best seller through word-of-mouth recommendations. Her first novel, Slammed, rose to #8 in the New York Times best-seller list during a time in which all discovery on Amazon was organic.

Today, Colleen continues to leverage word-of-mouth marketing effectively through several key strategies – most importantly, by writing emotionally charged and relatable stories that resonate deeply with readers, prompting them to enthusiastically recommend her books to friends and family. 

Social media platforms, particularly platforms like TikTok and their BookTok community, also play a crucial role in amplifying this word-of-mouth buzz. Readers on these platforms have created countless videos discussing her books, sharing their emotional reactions, and encouraging others to read her work. These organic and authentic endorsements from passionate fans significantly increased visibility and generated widespread interest in her novels. 

Furthermore, Hoover actively engages with her readers online, responding to comments and messages, and fostering a sense of community. This direct interaction cultivated a strong sense of loyalty among her fans, who became ardent advocates for her work, further fueling the word-of-mouth marketing cycle.

  • Lesson: Encourage word-of-mouth promotion by creating a story that resonates deeply with readers. Offer opportunities for readers to share their thoughts through reviews, social media, and book clubs. Providing free chapters or engaging in reader discussions can also help spread the word.

Consistent Publishing Schedule

Colleen Hoover maintains a consistent publishing schedule, which has significantly contributed to her success. She’s written and published 24 novels and novellas since the debut of her first book in 2012, and by releasing new books at a regular pace, she keeps her readers engaged and eager for her next release. 

This consistent output also helps to maintain her visibility in the literary landscape and ensures a steady stream of income. For example, she consistently releases at least one new novel each year, often with much fanfare and anticipation among her dedicated fanbase. This consistent publishing schedule has not only solidified her position as a prolific and successful author but has also helped to build a loyal and expectant readership that eagerly awaits each new release.

  • Lesson: Develop a consistent writing and publishing schedule. Regular releases keep readers interested and help build momentum for your career. Even if it’s a short story or novella, frequent publications can keep your audience engaged.

Adaptability and Growth

Hoover’s writing has evolved over the years, reflecting her growth as an author and her responsiveness to reader feedback. She’s willing to try new genres and experiment with her storytelling.

She began her career self-publishing in the contemporary romance genre, finding success with emotionally driven stories that resonated with a wide audience. However, she hasn’t been afraid to venture beyond her comfort zone – perhaps most notably with Verity, in which she delved into the thriller genre and explored darker themes and experimented with unreliable narration. 

This bold move showcased her versatility as a writer and introduced her to a new audience – and by continually challenging herself and exploring new creative avenues, Hoover has managed to maintain her position at the forefront of the literary landscape despite the competitive nature of high-stakes publishing.

  • Lesson: Be open to feedback and willing to evolve. Listen to your readers and consider their input. Experiment with different genres or styles to discover what works best for you and your audience. Adaptability can lead to growth and long-term success.

Utilizing Social Media Effectively

As mentioned in the section on word-of-mouth marketing, Colleen Hoover continues to use social media to effectively connect with her audience and build a loyal fanbase. She actively engages with fans on platforms like Instagram, TikTok, and Twitter (X), responding to comments, hosting Q&A sessions, and sharing behind-the-scenes glimpses into her writing process. This direct interaction fosters a sense of intimacy and community among her followers. 

Hoover is also agile – leveraging social media trends such as BookTok to amplify the reach of her work. This social media savvy has driven countless fan-created videos discussing her books, many of which have gone viral and generated significant organic buzz around her work. This has introduced her work to a much wider audience and played a crucial role in her success, solidifying Hoover’s position as one of the most prominent figures in contemporary literature.

  • Lesson: Use social media as a tool to build your author brand. Share behind-the-scenes looks at your writing process, engage with your audience, and create content that resonates with your readers. Consistent and genuine interaction can enhance your visibility and reader loyalty.

Importance of Cover Design

Colleen Hoover has demonstrated the crucial role of effective cover design in modern book marketing. Her book covers, often featuring striking imagery and minimalist aesthetics, have become instantly recognizable and have significantly contributed to her brand identity while still looking congruent with other popular authors in her genre. 

The distinctive (original) cover design of It Ends With Us, for example – with its bold typography and minimalist color scheme – has become iconic and instantly recognizable to her fans. This visually appealing and consistent branding across her book covers has not only caught the attention of potential readers, but also fostered a strong sense of visual recognition and brand loyalty among her existing fanbase. By investing in high-quality cover design, Hoover has effectively utilized visual cues to attract readers and solidify her position as a prominent figure in the literary landscape.

  • Lesson: Invest in professional cover design. A well-designed cover can make a significant difference in attracting readers. Ensure that the cover reflects the genre and mood of your book, as it’s often the first impression potential readers have.

Conclusion

Colleen Hoover’s success offers a blueprint for self-published authors aiming to make an impact. By studying her approach to emotional storytelling, character development, reader engagement, and marketing strategies, writers can gain valuable insights into building a successful author career. Emulating these practices, while adding your unique voice, can help you forge a strong connection with readers and achieve lasting success in the literary world.

Do you agree with what I’ve identified? Are you a fan of Colleen Hoover yourself? I’d love to know why you love her books in the comment section below.

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About the Author

Our Hidden Gems guest author for today.

Ginger is also known as Roland Hulme - a digital Don Draper with a Hemingway complex. Under a penname, he's sold 65,000+ copies of his romance novels, and reached more than 320,000 readers through Kindle Unlimited - using his background in marketing, advertising, and social media to reach an ever-expanding audience. 

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