This post is part of a weekly series on YWP, aptly titled “The Writer’s Weekly Wrap-Up”.
Each Sunday, I will endeavour to provide you with a curated list of the best articles I have seen throughout the week that relate to building your platform.
The featured articles cover topics on book marketing and promotion, blogging, social media and self-publishing. (I may even throw in a few inspirational and fun posts, just so that it’s not all work and no play!)
Marketing May Have to Change Its Name
Marketing is simply the process and activities involved in creating awareness for a product or service, typically aimed at a specific group.
And, although there can be many definitions and variations on the theme (based on the intentions and the values of the one actually doing the marketing), the core concept itself isn’t especially unfavourable.
Intuitively it makes sense that there be a mechanism for connecting what you have to offer, to the group you’d like to offer it to.
The issue that arises for many authors is the suspicion and negativity associated with marketing that has evolved over time: smarmy undertones, cheesy or self-serving tactics, and the in-your-face aggressiveness of mediocre marketing strategies gone bad.
But, I think ‘marketing’ has gotten a bad rap.
The theory is sound, it’s the application that is–in many cases–somewhat less than stellar.
But, marketing your work as an author is a must, so if it still makes you feel dirty, just think of it this way:
You have created something that is (ideally) very important to a certain group of people.
It may solve a problem, it may entertain; in some way it will resonate with your (future) readers and provide a benefit.
Part of your job as a writer is to have created this important piece of work. But another part of your job is to ensure that this group is made aware of its existence. (Tweet this idea)
There are all sorts of tools to help you start this conversation (a blog, social media, speaking engagements, etc.), but the ultimate goal is getting your book into the hands of the people who can appreciate it the most.
If you build your platform properly (and market with your readers in mind), you aren’t pushing your book, or trying to convince people to buy it. You’re creating the awareness and the opportunity for the people who want it, to get it.
Do you see the difference?
Whether you call marketing by a different name, or determine your own definition that fits with your style and the audience you’re trying to reach, a shift in perception and approach is required.
Now on to the fabulous featured articles of the week!
Featured Articles
On Living Out Loud from Dani Shapiro at DaniShapiro.com
Love this post by Dani, where she eloquently shares the need for writers or creatives to protect themselves from the scrutiny of the outside world so that they can create the truest version of their work.
11 Author Website Must Have Elements from Kimberley Grabas at Your Writer Platform
From the archives, this post provides a list of the essentials to help you design a well thought out author website.
49 Creative Geniuses Who Use Blogging to Promote Their Art from Leanne Regalla at Boost Blog Traffic
A fantastic article from Leanne, giving us the go ahead to shamelessly mine these artists’ sites for ideas on ways to make our own blogs better at promoting our “art”.
50+ Better Questions To Ask Than How To Be More Productive from Charlie Gilkey at Productive Flourishing
Want to jostle yourself out of the rut and get yourself headed in the right direction? Ask yourself a few (or all) of these questions to determine what really needs to get done.
Lizard Brain Much? How to Blog When Everything You Write Sucks, Nobody Reads or Comments, and You Feel Like a Failure from Tea Silvestre at Story Bistro
In her post, Tea takes a close look at how resistance and our “Lizard Brain” prevents us from accomplishing or completing our blogging (or creative) goals.
What “Author Brand” is Really About and How to Discover Yours from Pavarti K. Tyler at Novel Publicity
From genre-benders to literary fiction writers, find out how to begin the process of building your brand and what it is about you and your books that appeals to readers.
How to Blog Your Way Out of the Slush Pile and Onto the Bestseller List from Anne. R. Allen at Anne R. Allen’s Blog
A super informative article by Anne, relating her experiences with blogging, visibility and the benefits of an online presence.
8 Cover Design Secrets Publishers Use to Manipulate Readers into Buying Books from Derek Murphy at CreativeIndie
Derek gives us a behind the curtain peek at the proven tactics and techniques that publishers (and their cover design experts) use to entice readers to buy. If you think that you can just whip something up yourself, you better check out this post…
The Number One Self Development Mistake, and the Fake Growth Addict from Jonathan Mead at Paid to Exist
This one makes you think. There is a difference between real growth, and the need to “fix” yourself. Find out what real growth is all about in Jonathan’s post.
Visual Storytelling: Instagram from Lauren Donovan at Random Notes, Random House
Interested in how you can use Instagram to connect with your readers? Check out this article, which lists some authors knocking it out of the park on this platform.
On Doing the Work from Seth Godin at Seth Godin’s Blog
Participation, taking action, doing–all things that enable you to learn. Watching doesn’t cut it.
How to Find the Right International Markets for Your Book from Sharmeen Akbani Gangat at The Creative Penn
Sharmeen discusses what foreign rights sales are and how to find the right foreign market for your book.
How to Build a (Profitable) Side Business in 11 Simple Steps from Steph Gordon at The Side Hustle Coach
Still don’t think of your writing career as a “business”? You should. Here’s an article to help you get the right mindset.
Is the “Publishers’ Monopoly” Broken? Writing on the Ether from Porter Anderson at JaneFriedman.com
A helpful article summarizing the latest happenings in the industry.
The Path of the Entrepreneur from Laura Simms at Create As Folk
Expecting a straight path on your journey to a successful writing career? It may not be that simple.
Just For Fun
Looking for a way to get your ideas to spread? Watch Bernadette Jiwa, #1 business bestselling author and blogger, as she shares the secret to getting your message heard.
(If you can’t see the video, try here: The secret to spreading ideas: Bernadette Jiwa at TEDxPerth)
And in case you missed it on Twitter, here’s a (remarkably accurate) picture that I shared which describes how Canadians evaluate the weather:
🙂
Thanks for reading! And if you haven’t already, make sure you sign up for email updates below so you don’t miss any of the good stuff!
Dear Kim,
I’m grateful about your post about marketing and if it has gotten a bad rap. For me as an indie author it’s usual to do my own marketing and the publisher where I launched my first novel didn’t do much marketing at all. It reads wonderful and easy about advertising for your book in social networks and to cooperate with bloggers.
Here’s the experience I made in Germany. I’m not sure if it’s the same in other countries, or if it’s different. When my first novel was published, I shared it on Facebook and on my social networks. I got a few likes. Even the local newspaper reported on me. I had some readings which went fine altogether. But, and now comes the big but: It’s the results of what you’ve been doing to market yourself and your book. I was contacting around 100 bloggers and there were only 3 who seriously reviewed my book. I can understand if someone’s busy and gets more offers to review books than to finish reading them. I can live with a no. Most of the bloggers didn’t answer at all.
Maybe times have been changing on the social networks. There aren’t many likes. It’s like, ok, I’ve seen you launched a book, fine – but it doesn’t increase the sales at all.
If there were a perfect strategy, I’d apply it at once. I’m a bit lost right now, as I don’t know what else to do. And these experience don’t make writing that fun anymore. I’m sorry that I have to say it, but it’s the truth.
I appreciate you sharing your experiences, Ira, and for your honesty about your frustration with the lack of results you see in book sales.
And unfortunately there is no perfect, one-size-fits-all strategy that will work for all authors when it comes to marketing your work. 🙁
Here are some questions I have for you:
1) What else do you do on social media besides promote your book? Do you “give back” to your followers by sharing useful, entertaining or inspiring content that’s relevant and important to them? Are you actually having meaningful conversations with the majority of your connections? Or is just really numbers on a list? Can you honestly say you’ve built enough engagement with the people on your social media platforms that they would be excited and eager to buy your book?
2) Have you determined who your ideal market is for your book? Can you describe your ideal reader in detail, know where they hang out online, where they go to get their questions answered, or to look for books to read? Do you know who influences them? Are they actually on the same social media sites you’re on, or do they congregate elsewhere? If they read certain blogs, for example, have you been an active member of that community (leaving comments, following on social, etc.)?
3) Do you have a website/blog where you welcome active participation from your readers, and provide them with even more reasons to get involved with your work and connect with other readers who enjoy it? Have you began building your email list, so that when your next book comes out, you’ll have a direct line to an eager group anticipating its arrival?
4) Have you been working on building this foundation (your platform) since you started writing your book, or did you just start “marketing” on launch day?
Do you see how marketing and promotion isn’t really the problem, but rather your application of it that’s failing, Ira?
And it’s not your fault–it’s not like writers can intuitively know how to market! But it’s essential that we learn the basics in order to get the results we want in book sales.
Keep working at it, and DEFINITELY keep writing! More books equals more chances to get noticed by your patiently waiting fans!
Good luck! 🙂
Wonderful post! And I’m honored that you included a link to Story Bistro as one of the fabulous resources you’ve gathered here.
Marketing is a strange beast and I’m so glad to see someone shining the light on the good stuff that marketing can do/accomplish. Keep it up!
Thanks, Tea! Love what you’re doing over at Story Bistro! 🙂
I agree that the concept of marketing is a bit slippery. People usually only notice marketing when it’s done badly, and that’s the experience (and the “ick” feeling) they take with them when trying to apply it to their own book marketing campaigns.
Thanks you for a great article with so many wonderful links and great information.
For me, it’s not the marketing per se that is intimidating. It’s the use of the word “platform.”
I think in many ways this word is overused. Platform can be a group of individuals in any form, like the idea of creating a tribe. But even this word gives me the shivers. These two words have been used and overused and when I hear them, it’s like “okay, I get it, enough.”
I’m pretty good at the marketing concept because I own and run a business and get the whole internet presence and keywords, etc.
What puts the fear of God in me more than anything else is, it’s actually going to be published and the subtle plot changes I’ve tweeked so that the remaining books in my series enjoy a smoother story can no longer be done. Yikes!
Some of the advice I’ve seen out there, like be careful with list building because you only want your own genre, for me, I don’t agree. So the way I’m building my marketing is to involve many people in all different aspects of life. I think everyone can learn something no matter what the material. The only people I tend not to follow or try and gather are those with a religious vein, because as the series goes along, the intimacy gets rather vivid, and I don’t think the normally conservative group of Christians will tend to stay with me! But cool if they do! Thanks Kimberley!
Interesting, Pamela! I agree with you that the idea of “platform” is often received with the same level of abhorrence as marketing by some authors. Guess I have my work cut out for me! 😉
But, I don’t think of a platform as being a group of people. Platform isn’t really about the numbers (although many people use that to gauge results). Platform is about the variety of ways that you use to connect to–and engage with–the ideal readership that is receptive to your work.
It’s also the amount of influence you wield, the level of visibility and authority you have gained, and the deepness of your connection with your readers. These are the real results of a great platform.
Marketing, is just an extension of your platform. It’s the strategies, the research, the framework you use to better understand your people or your “tribe”. The more you understand what makes your readers tick, the easier it is to develop a relationship that–over time–strengthens your platform.
As for your last point, depending on the results of your research and your understanding of the people that “dig” your work, you can determine who you’d like to attract to your email list (this might affect what you decide to offer as a free opt-in, for example), or how far to “cast your net” in terms of reaching a target audience.
What do you think about this approach, Pamela?
Thanks much for the shout out! Lots of fantastic links here. I know some of these bloggers, but not all, so I’ve got some reading to do!
I’ve been thinking about the “problem” of marketing and marketers for a while now. Some marketing experts can be abrasive and not very informed about the book business. They assume selling books is the same as selling shampoo. Professional sales people often have been taught to view the public as a generic “prey” instead of individuals. Selling books has to be personal, polite, and never phony. That’s why I think blogging is such a good medium for authors to reach an audience. It allows you to make friends and showcase your personality.
My feeling, Anne, is that old-school marketing is going the way of the dinosaur, and whether you sell shampoo or art, you’re going to have to earn the right to sell.
Relationships, authenticity and genuine interest, are all going to be a vital part of marketing moving forward (finally!).
I completely agree with you that blogging is an excellent way to build this personal connection (and make friends) with our readers. There are just so many perks!
I appreciate you sharing your insights, Anne!
Hey Kimberley,
My sincerest thanks for including me on this list. It’s truly an honor and hope that my content was able to provide value to both you and your readers. xo
Steph
Thanks a bunch for stopping by, Steph! Great article, and I’m happy to include such helpful stuff in the roundup.
Consumers are sick of push marketing. It’s usually just tuned out. It’s better to take the pull approach and market in a way that attracts readers to you.
Agreed, Kristen! 🙂