The Ruby Tear Catcher

The Ruby Tear Catcher

the client

Nahid Sewell was born in Tehran, Iran, before the Islamic Revolution, and came to the United States to attend college before beginning a successful career in information technology. While working and raising a family, she began writing technical articles and was a frequent conference speaker. Her first non-fiction book was a best-seller and she followed that with three additional non-fiction books. She’s written hundreds of articles, and has served as a columnist for two magazines, earning a writing award for an article published in 2007. She’s also an award-winning speaker.

Nahid married an American man and has two sons. Together, their experiences have provided color and add authenticity to her debut novel The Ruby Tear Catcher, the fictional story of an Iranian woman’s struggle for freedom in the face of religious fundamentalism. Their shared vision of a world where men and women of all colors and cultures, all races and religions, recognize their interconnected oneness gave life to this book.

the need

Nahid was looking for a world-class marketing plan and reached out to me as a family friend to work with her pro bono. In a very short time frame I put together a comprehensive marketing strategy that was SMART (specific, measurable, achievable, relevant and time-based). The marketing plan was detailed and contained both strategic and tactical information. Beyond that, I even recommended a font to be used for the book name and cover that fit the image Nahid wished to promote.

the tactics

Artisan Etc…

  • advised on how to approach a marketing + communications strategy for the novel including: overall strategy, a TRTC identity, author identity, website, approach to social media, and email marketing
  • developed an integrated marketing strategy + tactical plan for communications surrounding the book release
  • advised on design elements from the author’s photo to the book cover; developed a website model and email template based on those designs
  • advised on website domain plan and collaborated with the website developer to incorporate all the requested components
  • provided counsel on an email marketing and social media approach (Facebook and Twitter) to reach beyond the author’s personal and professional mailing lists
  • provides ongoing advisory services and act as marketing contact through the website

the result

With the help of a public relations firm, we put the plan into action. Leveraging the TRTC website, Facebook and Twitter accounts, we were able to engage a active group of followers and fans. We launched a contest on, an online reading community, which exposed TRTC to thousands and 300+ contestants. Of those, at least 100 added TRTC to their reading list and many read and provided reviews. We commissioned a glass artist who made replicas of the original antique tear catcher. The replicas are used for appearances, helping readers make the connection to the title. TRTC was nominated for two writing awards, has maintained a five-star rating on Amazon and continues to receive great reviews by professionals and fans alike.

Julie is an ultimate professional who takes personal interest in her projects. Throughout our working relationship, Julie has continued to act as an advisor, has been a fan and helped to promote TRTC among her own friends and family and continues to support the email campaigns. She works quickly and efficiently and delivers what I feel is world-class work. I highly recommend Julie’s work and hope to continue to work with her as a marketing professional, advisor and friend.

~ Nahid Sewell, Author