They
now have a new name for your personal style. The kings and queens of marketing
have identified a new moniker that is supposed to define who you are, what you
represent, what you’ve accomplished and ultimately what you’re selling. It’s
now called your brand.
Branding
was probably born in your standard public relations cubicle then took on a life
of its own. It’s the newest prescription tailored to distinguish your marketing
efforts from a divergent field of competitors and in turn help you claim some
individuality in a world of uniformity and conformity.
Businesses
are now into branding big time. Apple wants to be known for its simple yet
elegant design work. Netflix has mastered the art of digital streaming movies.
Disney tells its investors that it has mastered the art of the movie franchise.
Each business is claiming to be unique with its own individual brand.
Branding
can be found in consumer products…think Coke, Toyota and a bevy of ‘must have’
or ‘gonna get’ items we can’t live without. Retailers scramble to inject their
best image into the minds of consumers and fill store shelves and the airwaves
with recognizable products and services.
Over
the last several years, the publishing world has changed radically. Gone are
the days when unknown authors might be picked up by a publisher and given a
marketing budget to get the word out on him or her. Nowadays even if you’re
lucky enough to be picked up by the publisher, most of the promotional work is
still left up to the author unless you’re a proven entity like Steven King or
Nicholas Sparks.
So
what can a writer to do to promote, advertise and market him or herself? Most
writers would rather walk on hot coals than get in front of a group of people,
even potential readers, to talk about themselves. Writers, at least most of
them, are uncomfortable with the whole marketing and promotion routine. Many of
them don’t understand and in fact hate the process…let me repeat that for
emphasis…hate the process and are lost in what to do. Add to that the fact that
many writers are introverts and it’s one heck of a challenge to even think
about promoting one’s own work.
I’m
no different. While I understand the fundamentals of marketing and promotion, I
also know that the world has changed radically since I wanted to be a
copywriter back in the ‘Mad Men’ era of advertising. Knowing of the new rules
of the game doesn’t make it any easier for me or any other author.
Nowadays,
you’ve got social media, YouTube, Instagram, Facebook, Twitter, and so forth. There
are book clubs to approach and speaking engagements to connect with your
audience. There are giveaways suggested and even paying for book reviews.
You
also have a plethora of wonderful opportunities to spend a fortune in
designing, editing, and promoting your book without any guarantee of success.
I’ve actually read articles in writing magazines that claim a new author must
spend between $5000 and $10,000 per book just to get it ready for publication. Baloney.
Think about it for a moment. What would your break-even be if you spent that
kind of money up front before your first sale?
So
what is the answer? You most definitely need to have a good editor to edit your
work. I think the book design is important as is the cover and back cover blurb
about its contents. In other words, create a good product to sell but don’t
spend a fortune to get there. You should have a good web site and a presence on
Facebook and other relevant author web sites.
I’ll
admit I’ve been seduced by the hype and need to promote myself in some manner.
So in an effort to play to my strengths and compensate for my weaknesses I’ve
created my own roadmap to breaking out of the mold and trying to distinguish
myself from other self-published writers. While I don’t have marketing answers
for other writers I’ve found this guide works for me. I call it my branding
wheel.
Let
me repeat that this isn’t necessarily a roadmap for other writers. It was
designed with my personality, limitations, ambitions and goals in mind. It
suits what I want to accomplish and my comfort level in getting there. That is
precisely why it works for me. Let me explain.
I
have many shortcomings as a writer not the least of which is a short attention
span. I can’t focus on any one subject for extended periods of time. So how do
I deal with that short attention span?
My
solution is to focus on my writing for two or three hours in the morning until
my attention span drops off the preverbal cliff. I consider any concentrated time over several
hours to be very successful. If I can do the same in the evening, it’s been a
very good day.
Often
times I’m not sure what to write about although I know I’m not going to stick
to just one genre. So I forget about trends and write about any subject matter
that interests me. I always have multiple projects going on at the same
time; blogs, plays, marketing, etc. A
lot of different subject matter all at the same time. It might be a western, a
suspense thriller, a historical action/adventure/romance novel or issues around
aging. My blogs cover the gamut of various subject matters of interest to me.
I
have no intention of just writing in one format such as novels or non-fiction
pieces. So I don’t and instead let the subject matter dictate what format my
storyline might follow. I have written novels, non-fiction pieces, blogs,
plays, screenplays, articles, and I’m still very interested in starting up a
comic strip series featuring my grandchildren. And I’d also like to write some
music for some of my plays.
I
occasionally have a hard time staying motivated. If I have an off day or can’t
concentrate I simply walk away. I can’t force myself to sit at the desk and
stare at a blank screen because if I do nothing will happen.
Usually
that isn’t much of a problem for me though. Writing has become my new positive
addition. Much like running which I did for over 40 years, I am now addicted to
writing. If I don’t write for a period of time, I get antsy and irritable.
My
branding wheel is a roadmap that allows me to reference, sometimes, on a daily
basis my progress made. It allows me the flexibility and ability to shift from
one genre, one topic, one subject matter or current interest without halting or
hindering the output or flow of information in and out of my brain. I can try
to match up speaking engagements with book fairs or book clubs. I can cross
pollinate exposure in the newspapers with appearances at events. I can
advertise events on multiple levels and platforms.
I
can continue to write no matter the topic or format. I can talk about what I
want to talk about and write whatever I want to write. It provides constant
input and output without feeling I have to work at it.
Simply
put, it’s a roadmap to guide me along the way of the writer….and most
importantly, it works for me.
No comments:
Post a Comment