In 2022, I realized I had an issue with respect to branding. I had just released my third satirical novel and had established myself as a humorist over the previous 8 years. But my next book would be nonfiction. Not just nonfiction. but a heavy Holocaust-themed memoir.

Would my current audience be interested in the memoir or did I need to expand my audience? I chose the latter approach.

At the time, my social media platforms were loaded with funny posts to attract people who would appreciate my humor. My theory was that if they enjoy humor and read books, then some followers might consider buying my books. The strategy was somewhat effective.

So how does one expand their audience when there is such a wide range in genres? The first thing I did was change some of my screen names to “Jew in a Canoe“. Previously, I never had outwardly labelled myself as Jewish. The name change began to attract Jewish followers and some allies. The name change also signaled that the account would still contain humor.

The next step was changing the content of my social media posts. I continued to post the same number of funny and joke posts but I began slipping in serious posts. I would talk about my family’s experience in the Holocaust, a major focus of my memoir. In addition, I posted information about antisemitism, generational trauma, major events during the Holocaust, and my struggles with mental health.

I was taking a bit of a chance but it seemed to work. There was a little bit for everyone. Surprisingly, the some serious posts created significant interaction. The number of followers began to grow at a faster rate.

Next I began to make the same changes to my website/blog and monthly newsletter. I added a page to my website called “My Family’s Holocaust Story” which contained photos that would eventually be included in my memoir. I came up with new social media banners that said “Willie Handler, Author of Fiction and Nonfiction”. The transition was now complete.