Labels, Genres, and Pigeonholes...

Chaz recently contributed an article on the use and value of labels, genres and pigeonholes in promoting and publicising fiction to a friend's blog. The post addresses general issues of promotion, and also deals with his current progress in determining exactly how to promote the 'Wish & the Will' fantasy series - specifically, how far one should go in making use of sub-genres and categories to reach one's target audience.

Read the full article here and show Julieanne some support on her page while you're there!

Guests Bloggers & Writers: Welcome!

Following the recent flurry of interest in Rainy's recent and very helpful guest post, we'd now like to extend this offer to any blogger or writer who has something to share. We're now looking for guest posters for this very Fenriswulf Books blog.

Whether personal experiences, advice, or anything interesting relating to the world of writing and self-publishing, we'd be interested to hear it.

Generally we'll accept mostly any pieces that are on-topic: self-publishing, fantasy/sci-fi/thriller writers, graphic artists who also write - graphic novels, writers' experiences when it comes to dealing with Print on Demand suppliers, etc. Feel free to contact us with ideas for content.

All-out promotional items won't be considered at this stage but if you can give it a spin and tell an interesting story of creative development, discovery or personal advice along the way, then feel free to include links, images and such. Also if anyone's interested in banner or link exchanges - as a graphic designer I've no problem throwing together a banner for someone who wants one, so long as we can add our banner to your page in return.

Where to Find Your Audience: A Guest Post by Rainy

In the first of what we hope will be a new phenomenon here at the Fenriswulf blog - featuring guest bloggers and writers with something to say - here's Rainy getting us off to a flying start with a thoughtful article on targeting your potential readership. We've shared many interesting views on promotion and marketing for the indy and self-published writer in the past, and that looks set to continue. So, take it away...

When Rainy Kaye isn't plotting world domination, she enjoys coaching others about it on her blog. She also likes fluffy kittens.

The word "platform" is making authors squirm more than ever. Because publishing houses are cutting costs, writers are turning to self-publishing, and the internet is becoming the primary avenue for marketing, artists are becoming aware of what it means to create their own platform. For some, a platform is the matter of pinpointing where their art belongs and then amassing followers of the genre.

But what about those who are carving out their own niche? Where do the entrepreneurs of the artistic world begin? Creating a platform with defined followers is hard enough, but it requires even more creativity for those who aren't following a well explored path. More work, yes. Impossible, no. Here are a few ways to get started:

What is it at the essence? No matter how creative your project is, it's still something familiar at its core. For example, it's still electronic music, a comic book, or handmade art. Forget the enthusiasm (or horror) that you've created something never seen before, and strive to find its most basic foundation.

What makes it different-and why does anyone care? Now that you've concluded what makes your project like everything else on the planet, decide what makes it different. Write down three points that make it unlike anything else you've seen, and what that means to your potential audience. These are your selling points. Even artists with a fairly common niche has to understand what makes their work the same, and then what makes it different, than others on the market.

Now, sum it up. I've talked many times about how important it is to be able to explain your work in 140 characters. This has nothing to do with Twitter; it has everything to do with the short attention span of your potential audience. If you're marketing something extremely different, you should be able to tell someone what it's like, why it's different, and why they should care, also in about 140 characters. Work this into your normal pitch. You do have a pitch, right?

Once you've completed the above-and I do mean, completed it, not just skipped down to the next steps-consider where to find your people. I know, you want to get right to the people, but if you don't know how to pitch your idea to them, then you're only going to annoy them. And depending how different your work is, you may have a limited audience, anyway. Have a perfected pitch before you even think about talking to people. Then try these ideas:

Branch out your partnership. You may feel like there are no partnerships available because your work is so different. Wrong. Check out the first step above, when you concluded what your work is at the core. Now find others who also fall into that simple niche. Remember, most people are also trying to promote their own endeavors, so they are often willing to exchange links or other promotional activities even if your projects are slightly different. Ideas don't have to be identical to be successful together.

Consider your audience's other interests. This one is not fool-proof and certainly doesn't apply to all artists. However, for some, it might be the golden ticket. Consider what other entertainment your potential audience might like. For example, what movies and TV shows would they watch, what music would they listen to, what book they would read, what locations would they hang out at, etc. Not sure what your audience would be into? Chances are, many of these answers will be the same as your own.

Go get 'em! Now that you have a solid pitch and can answer what your project is like and why it's different, as well as have an idea of who your potential audience is, go seek them out. Join standalone forums and community groups (GoodReads, Facebook, Ning etc) on not just your "essential" niche, but ones pertaining to your audience's potential other interests. When you find someone who enjoys your work, mesh into their world. Get to know their friends (don't spam!), comment on their blog (don't spam!), follow them on various social networks (don't spam!).

Finding, and then creating, your platform is never easy. Take the time to understand a few simple rules of thumb, such as why a pitch is so important, and that people usually have a pattern to their interests and tend to hang out with like-minded individuals. Then you'll not only be able to develop your platform, but meet interesting people along the way.

Thanks again, Rainy.

Additional: Rainy asks - "What creative ways have you found an audience for your project?"

Feel free to post a comment and share your views.

On Marketing One's Own Books

In the last month or so, Chaz has been making new online friends, seeking (and finding!) reviews for Maranatha (remember that?) and also, considering the vast and, at times, rather intimidating world of marketing - specifically, how, and how not to go about it.

Having done the easy bit (write and publish a book), the self-published or small-press writer then decides that a quick plug somewhere like Myspace or Facebook with a hyperlink and a begging note attached will get sales. Typically it will follow this kind of formula:

"Buy MY book! Look at MY stuff! Vist MY website!"

To which the neutral, casual viewer could be forgiven for replying: "Why?"

This is little short of spamming, and usually about as successful.

That question "Why" is one of the biggest, and stickiest problems, of any kind of marketing campaign - how to convince an apathetic somebody that their life experience will somehow be enriched by the end of whatever sell (hard or soft) you're about to unleash upon them. That's if they stay around long enough to get to the end. (One way to ensure this is, of course, to make your marketing tag-line exceedingly short - but that takes skill, and practice.)

Film studios, publishers, record companies and such spend very large sums of money to people whose job it is to do nothing but answer that "Why?" question for thousands and millions of their potential customers. Authors are by their nature not generally pushy salespeople. Yet in the field of self-publicity, they will have to assume some aspect of that role in order to get their works to the widest possible readership.

It's really a case of psychology. How many people in all honesty would really buy something from someone who was basically begging you to do so? "It's great, you'll love it, honest". A certain coldness, detachedness, can be desirable in this situation. Look on the work as a product, not your personal beloved baby. Decide why it's worthy, why you spent so long on it, and how well it ought to sell. Get inside the head of your ideal customer (not reader - customer) and give them a quick sentence or two advising why they really must buy YOUR book, look at YOUR stuff, visit YOUR website. Appeal to their emotions, to their mind, to their desires, to their fears, even. Hint at a great mystery to be solved, an unthinkable conclusion, a dastardly conspiracy, of success against all the odds. There's a reason why many successful writers produce formulaic work - they found a way to give readers what they were looking for in a certain genre.

Look closely at how succinct and punchy most adverts are. Be the customer, that indifferent, apathetic slob who couldn't care less whether you were a writer or an air-traffic controller. Then tell them why they should care.

As an example, here's a quick tag line I constructed for a hypothetical ad campaign for Maranatha:

Through the dark, distorted mirror of history and religious heresy, it is the dawn of the Second Coming...and the Fourth Reich.

Or, to elaborate: So, it's a dark book - great for anyone who likes gritty, graphic, sinister stuff. It's got historical background. Good for people who like something that's got a bit of research behind it. It's got heretics in it. It's got Jesus, and nazis (and they're always popular subjects for all kinds of fiction). And it sounds like people are messing with the past in order to really mess up our future. How can they be stopped? Will Jesus return and save us all, or is it He and His name that is being manipulated by bad guys? What sort of heroes can stand up to such strange unpleasantness? Why is this happening?

...and so on. I only gave that five minutes' thought, but I'm sure you could all do a lot better for your own book. After all, it's your book - you must love it to have come this far - so share that love and enthusiasm.

Try a role-playing situation:

"Buy my book."
"Why?"
"It's amazing."
"Prove it."
"You have to read it first."
"No-oh. I'm not one those who was born every minute."
"Look, have you ever read X written by Y?"
"Yep."
"Well, if you liked X, then you'll love this!"
"OK. Tell me more."
"It's a rollercoaster ride of emotion, and a physical adventure from the plains of South Africa to the highlands of Scotland...all in the name of love!"
"Sounds vaguely interesting."
"And you'll never believe how it ends...but you'll love the journey that takes you there, a journey you'll wish you had taken yourself!"
"Fair enough. Where can I see some samples? I'm a miserable cheapskate, you know."
"Just visit this website. You can buy a book there too. But don't take my word for it. You can read some reviews of people who loved it."
"Awesome. I'll buy an e-book now, then."

That wasn't so hard now, was it? So we went from desperate to sold in less than ten steps.
You may not always get the sale. But you surely won't get anything if you don't pique the interest of the casual browser, give them a reason to do more than glance over your first half-dozen words and move on to the next random website or distraction. And these days, you have to grab people from the word 'go' - web browsers have attention spans shorter than hey look up there, a helicopter!

Amazon A-No-Go

Well, as expected I didn't get selected for the second round of the amazon.com book contest, but that was hardly a surprise. A rush job at best on my part in order just to get the full submission in on time, from looking at the number of next-round contestants it would appear that selection was based pretty much on who could come up with the most intriguing 300-character storyline pitch.

In other words, this part of the filtering process is more about marketing than anything literary, where a snappy title and a few buzzwords are probably all that could be required to fox the panel. Good luck to those who made it through, but I do get the feeling that an awful lot of rather good stuff has probably fallen by the wayside simply because the writer wasn't quite able to come up with the kind of advertising tag-lines that seem to be required nowadays.

Which has made me think, that the marketing side of FB hasn't quite been allocated as much time and attention as the works deserve. It's all very well knowing that the stuff is out there for the world to see - and copies are selling, now and again - but I do still need to do more. Everyday I get a Spambox filled with junk from US-based businesses trying to screw cash out of me for book promotion, guaranteeing me reviews in high-brow publications and exposure to trade: all for a price, of course (in USD, via credit card). This is the backside of promotion, where it's assumed that somebody vain and rich enough to publish their own book is also willing to be ripped off blind for the possibility of "getting it noticed", for a price. I have no doubt that "the Trade" are perfectly well aware of such companies and how they operate, and I don't believe for a minute that they treat many, if any, books which come via those channels on the same level as real-world published works - in much the same way that all known "Vanity Presses" are blacklisted by stores worldwide. (On a side note, Vanity Publishing - paying a third party, usually on the strength of exuberent promises, to publish and promote a book used to be equated with self-publishing - simply going it alone. In the last 10 years, the advent of DTP, DIY web-publishing and POD services have helped to distinguish between the sharks, and the writer-creators).

With more works planned for later this year, and FB also looking to branch out into other media, marketing is going to be big on the agenda. How much promotion and marketing is enough? To be honest, there's probably never enough. There are always new avenues and openings to be explored, though finding the balance between being a laid-back lazybones and a pushy nuisance probably takes trial and error. I feel awkward about pushing my work at people I know, and slightly intimidated doing the same to total strangers. It's not easy, though I do understand the background theories of sales and promotion - possibly because it's my works that I'm pushing, for my own benefit, not somebody else's. Had I been busier with the promotional side of things up to this point, things may have turned out better with the Amazon contest - I would already have had a half-dozen juicy pitches, tag-lines, and 2-line soundbite Tweets or Twits or whatever the hell you call the things people post on that website, all good to go and geared up for grabbing the attention.

But nobody said going it alone was easy...