The Marketing Maze

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There’s that word. Marketing. Perhaps you prefer the expression promotional activity. Either one will often have a dramatic effect on an author’s demeanour. Some of us will smile and gladly share all the great activities we’re undertaking. For others of us, it can be like one’s worst nightmare: “You mean I have to leave my little comfy writing space to do what?”

I probably fall into a camp somewhere in the middle but with a leaning to the latter.

Angelguard was released almost a year ago in the US. I’ve learnt numerous lessons over the course of the year, many of which I’d group under the banner of Marketing. I thought I’d share some of them with you.

You’re in charge

“Whether we like it not we have to take responsibility for marketing our books.”

I’m not sure who said that first but it’s true. Even though I’ve read that statement many times it’s probably only in recent times that I’ve accepted it. And in so doing, all of a sudden marketing doesn’t appear so demanding.

Many of us struggle sharing our work with others. I do. We think we might be imposing or being pushy.  I wanted people who read the novel to encourage others to read it. Post a review on Amazon, Goodreads, and so on.

I also realised I feared being judged or criticised. What about if people don't like it? It’s okay. The emails from readers, the constructive reviews and this simple text message from a dear friend who said, “Thank you for reminding me of the power of prayer,” have far outweighed any negatives.

Our deepest fear is not that we are inadequate.

Our deepest fear is that we are powerful beyond measure. (Marianne Williamson)

And with God inside us, we are.

Build your tribe early

Really early. It’s never early enough. I didn’t do this well.

“Tribes give you leverage” as Seth Godin states in his great little book “Tribes”. This is a group of people who are interested in you and your work in such a way they will help promote your work. Don't wait for when you've signed the publishing contract. Start now.

It goes without saying that in building our tribe we need to understand our target audience. Yes, this is very important.

Have a plan

“What gets scheduled gets done.”

We all know that. It’s the same with marketing. My marketing plan was loose and I could have done a much better job in scheduling specific activities.

Be proactive

Don’t wait for things to happen. Work the plan. Write the email to that bigwig you’ve been putting off for months. You might be surprised with how they respond. The worst they can say is “thanks but no thanks”.

Trial and error

Different things work for different people. You will have noticed some authors are great at Facebook, others better at guest blogging, others on the speaking circuit and so on. Try different things and realise many, some might even say most, won’t work. What are you good at? What do you enjoy? Where do your readers congregate, what do they enjoy, etc? All these answers are important in determining your own plan. Each author’s answers will be different.

There are many books out now on Marketing 101 for authors (it’s almost become it’s own genre there are so many of them!). A number of bloggers write extensively on it too. Read some of them. I’ve appreciated Michael Hyatt’s “Platform” and Joanna Penn’s “How to Market a Book”. Our friend, Iola Goulton has recently reviewed many of them. Pop on over to Iola’s Editing site and check out her reviews.

Keep producing content

The most common question I get from readers is “so when can we expect the next one?” Readers mostly want our content. It's the best marketing tool we have in our kitbag. I’m always amazed at the productivity of so many authors who are releasing new novels every 6 months or so. Besides having cracked the code for producing a book, they’ve also discovered the formula for generating a reasonable income stream from their writing.

Some authors also do a great job of sharing additional content on their blogs such as deleted scenes, interviews with their characters. One of the great aspects of the e-book revolution is it can provide a platform for authors to produce shorter content (than a full novel). I’m looking to explore some of these options this year.

Have fun

Enjoy it. Even if through gritted teeth. The relationships you build with some of your readers will be very special.

And remember, it’s never too late. A book, especially a novel, can live well beyond the initial launch. The e-book revolution has only enhanced certain books longevity.

Keep plugging away. As with most things in life, the more we do something, the easier it gets or the more comfortable we become in tackling them. I’m hoping that also applies to marketing.

In their hearts humans plan their course,

but the Lord establishes their steps. (Proverbs 16:9 NIV)

Keep praying and believing. God is into the small stuff as well as the big. Walk with Him as you tackle the marketing maze. You might be surprised as to the divine appointments He sets up for you.

What’s surprised you most about the marketing maze?

Ian Acheson is an author and strategy consultant based in Northern Sydney. Ian's first novel, Angelguard, is available in the US, UK, Canada and Australia. You can find more about Angelguard at Ian's website, on his author Facebook page and Twitter

Our Daily Bread
By Elaine Fraser

One morning as I dropped my gluten free bread into the toaster, I pondered what to put on it- peanut butter, jam, cottage cheese or vegemite?

It struck me that bread is a repository for toppings. On its own, bread can be delicious, however, it’s best when paired with something yummy. Dipped in olive oil and balsamic vinegar, spread with creamy butter or runny with melted cheese, bread is a wholesome, satisfying meal.

As I bit into my toast that morning and savoured the melted butter and salty vegemite, the words, but seek first his kingdom and his righteousness, and all these things will be given to you as well, got into my consciousness.

I went into my study to begin a day of writing and these streams of thought came with me. I contemplated the various files on my desk which held my current projects- an article about an Australian actress working in New York; a blog post plan for 2014, edits for a young adult novel and another one just begun.

What did I base my writing on? What is the equivalent of my daily bread in my work? Is the bread coming up with the big idea or concept? Is it the skill I bring to the task?

The ‘bread’ of my writing, the base on which I pile everything else is the calling and purpose I bring to it, along with the drive that comes from the way God has wired me. I can’t help but write. This is my passion and calling.

When working as a teacher and principal any written tasks were completed quickly, and on time. Writing reports, programmes, budget proposals and so on were the tasks I completed first as this is my natural strength.

The bread I choose to eat is dense and earthy, baked with the best ingredients. I aim to put the best ingredients into my writing as well. The yeast that makes the bread rise, is like the inspiration, hard work and skill I bring to my work. Whole grains make the bread robust and full of flavour, just as the manipulation of language and the spiritual insight I’m given as I weave lessons of God’s goodness into the narrative.

The final product, ready to be consumed (or read) tastes better because of the quality of the ingredients. The topping is what the reader brings to the table. Their experiences, need for entertainment or inspiration, an escape from the day-to-day and their spiritual needs are added to the mix.

There is always the hope that as I write that the reader will taste and see that the LORD is good.
On the down days when I don’t feel like writing, feel like a failure and want to give up, I seek God first. I feed on his word and listen to his voice and bring the best I can to my work. The rest will be added by Him. After all, He is the bread of life.


Elaine Fraser

Elaine Fraser
Author of Beautiful and Too Beautiful
www.beautifulbooks.co

My Coach and I

by Catherine Sercombe

 

‘Last piece of assessment – complete!  Happy dance!’  



I recently posted those seven words to my Facebook status. They marked the final strides of a marathon I began three years ago, when I enrolled in Tabor Adelaide’s creating writing program. For seven words that were so easy to type, winning the right to type them took much disciplined effort, many taxing training sessions and even more unruly bouts with angst. 

We writers constantly line up at the starting blocks.  Sometimes we’re running a fast blog sprint or a 200 metre short story dash.  Some jump hurdles by writing outside their comfort zone; others embark on a cross-country exploration of history or memoir.  Long distance bravehearts pace themselves to finish that novel, or series.  Some of us are crazy enough to try a literary decathlon. One thing is certain; every race takes preparation, inspiration, dedication, commitment and the support of others. We’re more like relay runners than individual athletes.  We pick up the literary baton and run with it, producing the best text we can; our fellow writers, friends and family members urge us on from the sidelines; editing moves the text forward in an effective slipstream; publishing increases its momentum through polished presentation and aggressive marketing, just to get that all important baton to – not the finishing line, but its starting position! It’s our readers who pick up our literary batons and run with them.  Our task is to make sure they enjoy the run, making it a win-win experience for all.   

To be honest, when I signed up for this creative writing gig, I envisaged more of a fun run than a marathon.  I wanted to try tertiary study, and creative writing seemed far more appealing than … well, just about everything else I could think of. Tabor offered external study options and Christian lecturers.  My choice to enrol seemed like a no-brainer, really – until that first day in February, 2011, when I sat alone at my computer, sporting a stylish set of headphones as my new fashion accessory, poised to listen to the orientation lecture.  As I positioned the mouse on the starting blocks, ready to click ‘play’, the enormity of the task ahead exploded like the shot of a starter’s gun.  I was off and running, but did I have the wherewithal to reach the finish line?  Maybe.  Maybe not.   

What I needed was a strong, central motivating factor, a personal coach if you like, to inspire me as I ran. In literary terms, I needed a strong chiasmus, a central point of intersection to connect the beginning with the end of my study story.  As I tackled my first assessment task, a chiastic poem, the perfect Chiasm offered to become my writing coach:
 

Now that I’ve finished my study marathon, there’s no time to rest on my laurels.  A novel is already calling me to the starting blocks.  Can I get that baton ready to pass? Maybe.  Maybe not.  But my Coach and I will give it our best shot.     

Catherine Sercombe is a wife, mother of three, education business manager, tutor and creative writing student who lives in Toowoomba, Qld.  Described in Christmas Tales from the Upper Room (2012, Pantaenus Press) as ‘a creative and talented writer whose work reflects an infectious love of language’, Cathie says, ‘From A to Z, surely the best writing begins and ends in God.  In the beginning was the Word, and the Word was with God, and the Word was God (John 1:1-2). That’s an epidemic worth spreading.’  

 

 

Work It!

In recent months I’ve been having treatment for an injury to my “lower back”. (Really low—like, the part you sit on...) Anyway, through this often frustrating process of recovery I’ve discovered how easily muscular function can be taken for granted.

In many ways the skills we use for writing are like muscles working together. Grammar. Character development. Plot. Dialogue. (Etc.) It can be really easy to focus on one area, and in so doing, enable others to atrophy, whether through under–use, misapplication or inexperience.

Something I’ve discovered is it’s one thing to say a muscle needs strengthening; it’s an entirely different matter to achieve that goal. Anyone who’s had physiotherapy knows that process can be really uncomfortable, even painful. Writing pain can take many forms. It might look like embarrassment or frustration. Perhaps accentuated by a rejection letter. It might be someone saying they don’t like our work, or criticism highlighting flaws in our writing.

But even when we’ve identified a weakness, there comes the active pain of exercise. Worse, we can pay exorbitant amounts of money, say through a writing course or critique, but if we don’t take on board the instruction and do the exercises, nothing changes.

I don’t know about you, but I can get a bit attached to parts of my work or writing style. ‘It doesn’t work that way.’ Well, that’s just an opinion. I like it! So someone else reads the work and says a similar thing. It’s a bit like my physio pointing out differing joint function and shifts in weight as I do requested movements. I might think there’s nothing wrong with what I’m doing, but patiently he highlights where things aren’t quite matching up.

So, time to get motivated! Join the writer’s gym!

But guess what? Not only can that be painful and expensive, it’s often plain straight out hard work! And those exercises can also feel really awkward at first.

Just the other night I was doing one legged squats against a wall and thinking how easy it was to drop back to familiar habits to compensate for the muscle weakness that has developed. I know I’m getting stronger, but it’s slow. I have to form good habits and progress at an achievable pace until my body shapes up.

As a writer, have you ever looked back on old work and shuddered? It’s a bit like watching myself do those squats. I look clumsy and uncoordinated. But I’m also learning. I can see myself developing—can see strength and balance coming back into my movements and, er, “lower back”...

I think that sometimes it’s a good thing to pick up an old manuscript or short work from the past and have a read. It may not seem like you’ve changed your style much, but oooohhhh, yes, you have!!!! Little by little, over time, with sometimes painful, expensive and awkward processes, you have grown stronger in your craft.

What a satisfying realisation this is—and such good motivation to continue strengthening. Even more exciting is growth shared with other writers. By encouraging each other to continually build our writing skills, over time we get to celebrate the new strength and achievements together. Now that sounds like fun!


Adele Jones lives in Queensland, Australia. Her writing is inspired by a passion for family, faith, friends, music and science – and a broad ranging imagination. To find out more visit www.adelejonesauthor.com

Comparisons

Comparisons can be a good thing or a bad thing. It all depends on who we are comparing ourselves to and what the purpose is for making comparisons. For example on Christmas morning my husband and I both took photos around sunrise at a nearby beach. I thought mine looked pretty good.

I was pleased with it, until... until I looked at his which looked just spectacular. I wanted to show you his stunning photo but for some reason the blog doesn't want to take it, without you having to stand on your head to look at it.. So here is a different one instead, not as effective but still pretty sky.  

Of course there are several explainable reasons for the difference. Firstly mine was just taken on my inexpensive mobile phone camera, while his was taken on a proper camera. You’d expect given better equipment, the results would be better. Also I’m really just a hack when it comes to photos. I snap them for my own amusement and have been known to have thumb in shot or horizons that aren’t straight. He is much more accomplished.

We can do it in our writing too. We can compare ourselves with other writers and think, ‘Oh I’m not doing very well. They’ve got heaps of books out. I’ve only got one or two.’  Years ago when I made a comment along that I had only published one book, my then teenage daughter replied, 'and that’s more than some people will ever have. ' That’s what I call a smart daughter.  She made me stop and re-evaluate the situation.

So I may not have written a row of best sellers but I have had several books of different types published. What’s more people have read them, enjoyed them and responded to them.  Only this week someone came across one of my poems and contacted me about it. After I responded she has since bought Kaleidoscope my book of poetry.

Of course I might just as easily compare myself to someone else I heard talking the other day. She’s been working on a manuscript for years but still hasn't even got half way, isn’t sure she wants to write the rest or of she will ever finish it.

It’s easy to do in church too, to compare ourselves with others. A friend of mine often says, ‘I could never stand up the front and lead the singing like you do.’ I can because God has called me to it and it is easy to do something I love doing. I love worshiping God in song and encouraging other s to do the same. I also love being on the roster for bible reading. But to do some of the other jobs in the church like welcoming - I would run a mile or should that be two kilometres? The same with jobs that require technical expertise like sound or projector. I am not the person to ask. Fortunately anyone who knows me knows better than to ask. If there is a wrong button to press you can be sure I will find it.

That’s what Paul was on about in his letter to the Corinthians about working together. Not expecting one person to have all the gifts but to work together. Not comparing ourselves with others but accepting that we are each different and have different gifts.

Coming back to writing though for just a moment, comparisons are not always bad. They can be good when we read the work of an author and then analyse why it works or why it doesn’t. Then it is a useful comparison, because there is a point to it. It’s not that you’re trying to write like that person but more that we need to keep learning from other writers as well as our own writing, to know what works and what doesn’t.  Have you read anything recently that has made you re-evaluate the way you craft a story, show a scene, write dialogue, explain a bible passage or anything else you found helpful? It would be great if you could share it here so we can all benefit.

The WILLING SUSPENSION of UNBELIEF

Why would we want to do that?

As readers we want to believe what we're reading is true, don't we?  Of course, but that's only when we read nonfiction.

When we read fictional novels, we actually do something interesting, often as an automatic response. 

We know the story is not true, even though it may contain many facts. But here is where we actually choose to set aside that part of us that doesn't believe a word of what we're reading and accept what the author has written ... all of it.

Yes, we deliberately suspend our unbelief. 

Now here is where the onus is on the author to convince you to believe and thus accept the plot and the reality of the characters.  

It's a big job. Authors are expected to do thorough research to make the whole story resonate with his or her readers. And when they don't, we get disgusted and lose interest. Yet when an author is also an avid reader it becomes difficult to simply read for enjoyment and set aside their critical eye. But should they?

I don't believe so. We can all learn from each other. We can appreciate the author's skill, but we can also see where they may have slipped up here and there on certain "rules" we believe they should have followed. Here is where we must use caution. As we all know rules are helpful in just about every case. Yet there are times when they can also be cumbersome. I personally love it when an editor points out mistakes, ( and I've made enough of them!) or suggests other ways to write in order to strengthen the storyline or double check facts.

And don't fall into the trap of thinking "that couldn't  have happened" or "they wouldn't act that way". Dan Walsh's book, The Deepest Waters is a case in point. Many of our Australian authors incorporate things that have happened to them into their stories, even if it might seem far fetched.

Real life truth can be far stranger than fiction. And people do not always act the way we expect them to. There are many underlying reasons for this. We don't always know why we sometimes say or do things we wouldn't ordinarily do or say! So why should our characters be any different?

Ah, it all makes for great reading doesn't it? Let's remember that with the next book you read. (I mentioned Dan's book because I admit I thought he was stretching my suspension of unbelief a bit thin. How wrong was I?)

I wonder how many of us read books with our mental editor at work or whether we can switch off and enjoy.   
Rita and her husband co-present the Christian radio program Vantage Point, broadcast on FM stations around Australia. She had two historical romances published  and her novel, Signed Sealed Delivered, can be found on Amazon Kindle. Books II & III of her trilogy are still in the pipeline.

My Life in Books

Shortly after becoming a Christian I was on holidays with my parents and the place where we were staying had some books for sale. I realized that one of them was a Christian book so I bought it with my own pocket money. It was Norman Vincent Peale's, A Tough Minded Optimist.

This is probably not the book you would recommend to a teenage girl who had just become a Christian. Yet it began a journey of reading Christian books. These days I wouldn't agree with all of Norman Vincent Peale's theology but back then I knew nothing about theology. I had not grown up in a Christian family but had come to faith through a church youth group.

The book, A Tough Minded Optimist, gave me the one thing I desperately needed at the time, hope. I was a deeply depressed teenager and I read and reread this book, filled with story after story of people who had turned their lives around by trusting God and changing the way they thought.

I had always been an avid reader; it was a way of escaping the real world and getting lost in another. Now I had found a whole new genre of material. I stumbled across John Powell, David Seamands, and when I had my children, James Dobson.

However the next life changing book moment came when a friend gave me a copy of Selwyn Hughes' quarterly devotional, Every Day With Jesus. For the next 20 years I read these devotions. I also read Selwyn Hughes' other books and went to one of his conferences when he was in Australia.

From Selwyn Hughes I discovered Neil Anderson who wrote along similar themes, then there was Larry Crabb, Dan Allender, R.C. Sproul and Mark Buchanan. I said to someone recently I can't give my books away because, although I won't read them again, they have sentimental value because they changed my life. They replied, "If you gave them away they might change someone else's life." Ouch!

I am grateful to each and every one of these authors yet none of them know they changed my life. It motivates me to tell my story through the things I write when I realize how much other people's stories have impacted me.

We may never know whose lives we touch, encourage and motivate with our writing. However if we seek God as we write we know that God will use our written offerings to bless others.

*****

Susan Barnes likes to write inspirational articles, book reviews, and reflections on Bible passages and regularly blogs at abooklook.blogspot.com.au. She is also a librarian.