marketing

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A bouquet of excerpts on WIP Wednesday

I’ve created these tags and pulled out these excerpts for the contest leading up to next month’s launch of Lady Beast’s Bridegroom. I’m planning to do another sharing contest. Share one of my memes on any of your social media, and go in a draw for a great prize. More news about that before the end of next week. Meanwhile, here’s what I will be using for the memes.

A reclusive bride. A reluctant fortune-hunter.

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Could a practical marriage become a love match? Not if their enemies could help it.

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The beauty of a kind heart is the truest kind.

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The mask she wears hides ugly scars, but the true ugliness lies in the hearts of their enemies.

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Peter walked through the London streets, trying to think of some other way out of Arial’s dilemma. He couldn’t reconcile his dignity to the idea of selling himself to a rich wife. On the other hand, leaving Arial to the non-existent mercies of her cousin was impossible. He owed her his help.

***

Marriage was the only quick way to secure safety for his sisters, and the surest.

It helped to further soothe the raw hurt of being a fortune hunter that the lady needed the protection of his name and title. The idea of a convenient marriage had become a lot more palatable in the past hour or so.

She would not have been a beauty even without the scars he could see, and he shuddered to imagine the damage she kept hidden. That was all to the good. His stepmother and her daughter were beauties, and they were shrews.

***

Peter was everything she dreamed of in a husband, but that made it all the more likely she would fall in love with him. Mr. Richards said he was reluctant to marry for money, but she thought he would come to it. He was driven by a strong sense of responsibility, and by love for his two half-sisters.

To marry someone she loved who could never love her. Wouldn’t that be a kind of living hell? Far more comfortable and less immediately dangerous than the one her cousin threatened, but lacerating to the soul, nonetheless.

***

“You look like a fairy princess,” Viv asserted.

Arial thought fairies were frail little creatures, and no-one had ever thought her frail, even before the fire. But when she stepped in front of the mirror, she conceded there was much to be said for Viv’s opinion. It was the gown, of course, and the jewels, and the mask. But she truly did present a gratifying appearance for her wedding. Two impossible things. She’d never thought to have a wedding. She’d never thought to see admiration in the eyes of others.

Would Peter be pleased with how she looked?

***

Peter turned to look. It was Arial, but not the Arial he had left this morning. Dressed in a golden gown with a matching half-mask, her hair dressed high upon her head, his mother’s jewelry catching the light, she was a queen—no, a goddess—beautiful, mysterious, confident, alluring.

***

“I have always thought that ugliness of character, while easier to hide, at least temporarily, must be far more disappointing for a husband than a few physical scars. Far harder to live with, too.”

***

Her voice was steady again. “I think kissing might be pleasant.”

Kissing was pleasant with a temporary lover. Peter feared that kissing Arial was going to be so far beyond pleasant it would shatter his world and remake it. “Kissing can be very pleasant,” he said.

***

In the morning, the half mask was back in place. He expected too much, too soon. She had trusted him enough to give him her body. It would take time before she could bear to be naked with him.

The small bit of distance was to his benefit, too. This marriage was a civil arrangement. He did not intend to spoil it by becoming besotted with his bride.

***

“I imagine people are curious,” Peter said. “Newlyweds,” he added.

Arial very much doubted that was the reason. “Kind of you, Peter. In truth, they want to see the gargoyle with the mask and the man who looks like a fairy prince.”

***

“People judge us both by our looks. I don’t like it, Arial. The way we look is not the sum of us. I don’t see ugliness when I look at you. I see kindness and intelligence. I see the lips that kiss me so sweetly. I see the body that was made to respond to mine.” He leaned across the corner of the table to place a kiss on the corner of her mouth.

“And if all you see of me is an outer shell I did nothing to deserve… I would be very disappointed, lady wife.”

***

Her marriage had turned out exactly as she feared. She had fallen in love with her beautiful, kind, clever husband. That was not part of the bargain, and she could never let him know.

***

Peter saw red. He had no memory of drawing his sword or of crossing the hall, but in seconds, the brute was backing away, whimpering, his hand to a cheek that dripped blood.

And Arial was back in Peter’s arms where she belonged.

He held her close, kissing her hair, her forehead, her ear, anything he could reach while she was plastered to him, saying over and over, “You are alive. Josiah lied. I knew you would come if you could.”

“Nothing and no one could keep me from you, my dearest love,” he told her.

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All for one and one for all – Tuesday Talk

Mari Christie offers us these thoughts on marketing in the Bazillion Book Marketplace.

collaborationsquidoosmall-300x300As I work through a long list of marketing plan headings for my upcoming book release—Product, Place, Price, Promotion, et al—some things strike me again and again as similar to what I have been recommending to clients for 20 years: press kits, events, giveaways…

That said, in some ways, the direction has turned 180 degrees. For instance, given the pool of new books on Kindle, even separated by genre, for a new, unknown author, the traditional start of any marketing plan, “analyzing the competition” and “creating a competitive advantage,” is ludicrous. (“I’d like to take market share from all 1,678,423 authors ahead of me on the Amazon Rankings…”)

Further, Big Publishing no longer provides significant marketing budgets for new authors, in some cases requiring we pay not only for trips to conferences, books for signings, etc., but also for simple editing and proofreading, because they no longer want to pay salaries for in-house editors. Make no mistake, any part of the process they can force from our pockets, they will—with no compunction.

A quick scan of the television lineup any night of the week should tell us that when this model places us in competition with each other, it makes money for the media conglomerates that run American entertainment, including books. (Like in reality TV, one person will win a quarter-million-dollar prize and everyone else goes home with nothing. Amazon, however, like a television network, brings in money no matter how many books we sell.)

To counteract this corporate manipulation:

Eliminate the idea of competition.

One can differentiate a book to some extent with good cover design, solid proofreading, smart keywords, price promotions, and (if a buyer gets so far as the words) good writing, but your good writing means nothing anymore until it generates 4- and 5-star reviews in the hundreds. Even then, regular sales are a long shot even professionals can’t guarantee for well-known authors, much less an indie writer who has nothing but the fortitude to finish writing a book and the temerity to publish it.

In place of the traditional American sales model, let us all agree now that we aren’t in competition with each other, and we are (almost) all in the same leaky boat. Loyal readers in your genre will read lots of authors’ books in a lifetime. Yours might or might not be one. Don’t begrudge success where any of us find it and support each other’s efforts.

  • Seek out and connect with other authors for critique, sharing of information or research, or just for moral support. Join online and real-time groups, lists, and trade associations created for authors in general, your genre in particular. These groups exist all over the internet and in every city and state (or whatever regional boundaries exist in other parts of the world).
  • In real-life and online trade groups and on indie author promotional sites, contribute, volunteer, and become part of the community. Make friends online and they will be more likely to help you promote yourself. (Social media best practice, by all accounts, and a well-known marketing strategy since the dawn of the capitalist system. Besides, how rude—and ineffective—is it to continually post promos to groups that have no vested interest in you?)
  • Give advice when you can, and don’t be stingy with your “Lessons Learned.” We all started somewhere. (To be clear, only give advice about things for which you are qualified.)
  • Go to other indie authors for services when you can—book publishing and otherwise—and barter if you are so inclined. (Personally, if I could find another experienced professional editor to trade manuscript services, I would be over the moon.)

Collaborate.

Marketing alone is as dangerous as “groupthink,” plus, it is more expensive, more time-consuming, and more depressing when it isn’t going well. Instead of “going it alone,” share marketing concepts and stay engaged with other authors, especially in your genre. Among relatively unknown entities, more new customers will be reached by co-promotion (e.g. multiple authors throwing a communal launch party) and/or cross-promotion (e.g. two authors posting contests on each other’s blogs to win copies of both books).

As matters of regular marketing practice, consider these:

  • Be each other’s first readers and reviewers. Pay it forward by leaving reviews.
  • On social media, Like/Follow/Pin/Comment/Share each other’s work. (I am now in the habit of Liking any author page that comes across my Facebook news feed, about 10 a day, and have created a Pinterest board titled, “Other Authors’ Books.”)
  • Support reviewer blogs and social media, and Like, Comment on, Retweet, and Share reviews, announcements, giveaways, blog posts, etc. (Share this blog post! :-))
  • Support independent indie author promo sites like Microcerpt, KindleMojo, or AuthorShout, as well as the obvious, well-funded players in the market, like Amazon or Goodreads.
  • Coordinate release dates, social media “parties,” even promo sale dates, to maximize potential audience. (November 26, come to a Facebook party for my new release, Royal Regard, and at least two others in the romance genre!)

Some of these practices may seem counter-intuitive, given how steeped most of us are in the idea of zero-sum marketing, but the sales world has changed (don’t I know it!). We can no longer rely on publishers to promote us, and even if we are unprepared for the new marketing process, it is prepared to make money from—and, if we play our cards right, for—us.

Keep your sales in your own pocket. Keep your marketing under your own control. Keep the indie marketplace one that acts as a cohesive whole, rather than allowing the traditional model to pick off one of us after the other until only one person has the quarter-million-dollar prize.

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How to non-market – a Tuesday Talk

used-car-salesman-2-thumbOriginally posted at 10 Minute Novelists. Mari Christie and I will be posting our thoughts on marketing in a bazillion book marketplace each week at this time. This week, it’s my turn.

I’ve spent a large part of my career as a commercial writer in my own small business. Small business owners are responsible for everything. I was writer, peer reviewer, company book-keeper, chief executive, project manager, strategic planner, stores manager, cleaner of toilets, sales person and, of course, the big ‘M’ word. The one I feared. Marketing. So I learnt how to promote my business by non-marketing; marketing that doesn’t feel like marketing. Marketing that an introvert like me could do just by being myself.

It was good preparation for being a self-published writer. Again, I am running my own business. And again, I’m out in the world vigorously non-marketing.

Non-marketing is about being present

The first rule of non-marketing is to spend time with people who might want to read your book. Get to know them. Talk to them about the things that interest you. Find out what interests them. Be present.

In traditional non-marketing, writers joined Toastmasters, and Rotary, and the local bowling club. They went to book fairs and gardening clubs; talked at schools and writers’ workshops; went to dinner with agents and editors and book clubs. And we can still do all of those things.

Today, we can also spend time with people all over the world, using the Internet. You don’t have to be everywhere; choose two or more from Facebook, Twitter, Instagram, Youtube, Pinterest, blogging and all the others. Then go and meet people. Be present.

Non-marketing is about being genuine

If you want a friend, the old saying goes, you have to be a friend. The second rule of non-marketing is to offer others a helping hand. One of the things I really love about the romance writing community is the open-hearted, open-handed and genuine approach to helping others.

This isn’t about reciprocal arrangements: like my page and I’ll like yours, review my book and I’ll review yours. It isn’t about sucking up, either. Being genuine means giving because I can, because I know the answer to your question, or have the contact you need, or have a blog and would love you to be my guest.

The flashy insincere marketers might also be helpful, but always there’s an agenda. Sponsorships are often this kind of marketing. The support comes with strings attached, in the form of opportunities to sell their service or product. Sponsored by [insert name of famous soda drink here].

As non-marketers you’ll be helpful because you are genuinely interested. You want to know about the birth of a friend’s grandchild. You celebrate your friend’s acceptance letter from a publisher because you’re genuinely happy for them. You hunt your research database for an obscure fact someone has asked for. You send you a condolence message because someone’s troubles touch your heart.

Non-marketing is about offering a unique experience

If you’re present in a community who love the kind of books you write, one way you can be genuinely helpful is to offer them your book. Not in a ‘buy, buy, buy; me, me, me’ used car salesman way, but gently, as part of the conversation.

Let’s say people are talking about the kinds of protagonist they prefer. You may, if it fits in the conversation, use a description of your own protagonist to illustrate your point. Keep it short. Make it interesting.

It helps to be very clear about what you do that is different, and to have a few lines you can use. If someone asks what I write, I say ‘historical fiction with strong heroines, heroes who can appreciate them, and complex plots full of mystery and suspense’. It’s a tagline I’m working on, and constantly changing, but it’s getting there. My hero Rede is “a man driven by revenge who needs to move beyond his past before he can have a future”.

And there you have it. I’ve used my work to give two illustrations of my point. And I don’t need to belabour it until you’re bored, or sell you something today. Today, we have more important things to talk about, such as how you can turn a friend into a long-term reader.

Non-marketing is about being good at what you do

Insincere marketers rely on lots of noise to keep driving new customers to their product. Non-marketers know that the best customers of all are the ones who love your product so much that they will sell it for you, by telling all their friends.

So write a good book. No. Cancel that. Write the best book you can. And when you’ve finished, write a better one. Never stop learning; never stop improving. Your best marketing tool is your library of successful publications.

Non-marketing is about building long-term relationships

I don’t want readers. Or, at least, I don’t want just readers. I want to make friends who will stay with me for the journey.

Readers, yes. People who find I offer them a reading experience they can’t get from anyone else, so they wait for my next book and pounce on it as soon as it goes on preorder. People who will contact me and tell me what they like, discuss my characters, adopt my heroes as book boyfriends and my heroines as bff, argue about the motivations of my villains, pick up some of my subtle jokes and codes.

And fellow writers. People who will laugh at the things I laugh at, tell stories about their craft that inspire, amuse, or dismay, help me out and accept my help, understand the journey — its costs and its rewards.

Above all, I want friends who care about books and about story telling, and who are happy to talk about them. And the heart of non-marketing is making friends.