Sometimes it seems that as writers we talk and think a hell of a lot more about marketing our work than actually writing our work.
It's not just us Indie Authors either. Even Neil himself has a vigorous marketing strategy. If you write you market. That's just the way the industry works these days.
Your first step to marketing is to define your brand. All your books fall under the umbrella of your brand. If you have a strong brand you will attract the readers who will love all your books. If readers love your brand they will buy books from you that might not have interested them otherwise. The power of a good brand is strong.
As writers we don't exactly have a brand label we stamp on all our books. Except, of course, that we do. That stamp is . . . our names.
We've all heard the catechism before in every writing class, writing conference, writing panel or youtube video
"You are your brand"
If
"Your first step to marketing is to define your brand."
AND
"You are your brand."
The obvious conclusion would be:
"You need to define yourself."
It's a valid argument, and yet, the conclusion is untrue. To define yourself is to limit yourself and the absolute last thing you want to do is limit yourself or your writing.
The first step is not creating or defining your brand (you) but discovering it. The difference is subtle but important.
Creating a brand means that you need to craft it. That there is a right or wrong way to do it. That, if you are not careful you might just get it all wrong. That it has to measure up to everyone else's brand.
Discovering your brand means that it is already there. All you need to do is draw it out. It means that it is already perfect just the way it is and only needs a little space to breathe in order to thrive. Discovering your brand means that it has the room to grow and change and develop over time. Discovering your brand means that it is alive and organic not stagnant and mechanical.
By all means, create a marketing campaign. Selling a book is completely different than writing a book and both skills are needed to be successful. Make sure your name is associated with things that have to do with your work. If your book is about plants post lots of pictures and articles about plants but dig a little deeper than just "My brand is plants". What are your roots? What is the seed that made those plants grow? What is the water and sunlight that nourished them? THAT is your brand.
Don't tell yourself "My personal brand is cheerfulness" and pretend to be cheerful when you're feeling like crap. That's not genuine and your readers will not be fooled. If you're cheerful most of the time, great! That's a part of your brand. But that day you feel like crap? Instead of pretending or avoiding social media altogether use the opportunity to be vulnerable with your audience and really connect with them. That change in the norm is part of your story. It is part of you. It is part of your brand.
Identify specific tendencies in your personality that resonate with your writing and highlight them but don't make up or over simplify personality traits because you see other successful writers who have them.
If you try define yourself so rigorously you don't give yourself room to grow and change. You give yourself no space to develop both as a writer and a human being. It is so temping to only want to put your shiny, perfect, polished foot forward. To only post when things are perfect and you have the best possible shot to prove it. But think about it for a moment. When you're scrolling how do you feel when you come across those picture perfect, probably airbrushed posts? Do you feel connected to the poster? Do you feel you know them better? Do you feel more deeply invested in their journey?
No. You might be a little impressed but mostly you feel anxious. You feel pressured to "keep up" with that person. You wonder what secret formula or luck of birth they have that you don't that allows them to get it right while you are here struggling. You might even feel resentful that all the cards seem to be stacked in their favor. Perfect all the time does not create the connection that social media has so much power to create for you and your work. It creates distance and an inability to relate. It makes your audience feel bad not good.
By all means design great book covers, use your best photos on instagram and get one hell of an author photo taken. I'm defiantly not saying not to strive to look your best with your online presence. Just remember to be real. Own your shortcomings. Admit your struggles. Laugh at yourself a little. Maybe even laugh at your work. And above all strive to make genuine, sincere connections with the people you are connecting with. Treat them like the beautiful, unique individuals they are not possessions or potential stepping stones.
When you network with other writers only endorse books you've actually read and loved (or have good reason to believe you will love and actually plan to read if it's not out yet) not because it's a trendy book and you want the traffic. When you comment on other writer's posts and blogs read their content thoroughly. Comment with integrity, seeking to offer them real value with your words. If all you offer them is thoughtless fluff comments it sounds like noise and they aren't going to notice you. Plus, it's not polite. Be real.
There's nothing wrong with choosing to talk about a subject when that topic is trendy but make sure you really have something new to say about it. A fresh, original take. Make sure what you're saying truly resonates with you. You wouldn't write a dystopian YA novel featuring gladiator type games and a strong female heroine just because they were all the rage right? (RIGHT?) It would feel like an empty, lifeless copy of something else. But if you had a dystopian story already buried in one of your files that might not be a bad time to dig it out and see if it's ready to develop. We all know that depth and authenticity make a book good, not the surface "idea". It's always about how the idea is executed. The same is true for you and your brand.
To build your brand be authentic. Be true to yourself. Remember why you are passionate about your craft. Make genuine connections.
You are your brand. You don't have to squeeze yourself into whatever idea you've been told your brand should be. You don't have to change to be your brand. You are enough.
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