Writers in the Storm

We welcome back contributing guest, Susan Spann, with Part 3 of her Author Business Plans series.  If you missed  Part 1 or Part 2, they're just a click away.

by Susan Spann

Today we continue our trek through Author Business Plans with a look at Part 3: Marketing.

The business plan section on Marketing Strategies has three sub-sections: pre-release, release phase, and post-release. Creating a specific plan for each phase helps keep the author – and the marketing efforts – on target and on track.

Pre-release Marketing focuses on platform building and making connections. Advertising the book plays a role, but so does managing social media, writing, and connecting with readers, authors, and industry professionals.

Remember: the connections need to be real. You can’t just shout your name and book title into the Internet and expect a horde of readers to appear. (And if they do, they’re probably waving pitchforks, not pocketbooks.)

You need to become an information provider, offering useful, interesting content that people want to read. How do you do that? Think outside the box!

Become an expert in your field and share your expertise in person and online. You can talk about writing, or research, or something totally off-the-wall. (seahorses, anyone?) If you’ve written a book, you have valuable knowledge to share.

Divide the pre-release marketing section of your business plan into three different areas: platform, connections, and book promotion. Brainstorm ways to work on each. Don’t limit yourself to strategies you currently use. Before the book releases is the time to try new things!

Subscribe to newsletters like Shelf Awareness or Author Marketing Experts. Read Publisher’s Marketplace. Pay attention to links and blogs by successful authors talking about their experiences – what works (and what doesn’t work).

Overwhelmed? Break it into manageable steps: brainstorm three ways to make connections or increase your platform and give them a try.

A few ideas:

- Blogging. Guest posts are a great way to ease into blogging, too.

- Teaching and Public Speaking. Libraries and civic organizations love to host engaging speakers for evening presentations. (If you’re not comfortable in front of a group, a public speaking class is a helpful investment.)

- Effective Use of Social Media.Find people with interests similar to your own. Join the conversation, and remember to encourage others as well as talking about yourself.

Don’t forget: traditional authors can learn from Indie authors, and vice versa.

Release Phase Marketing starts when your book becomes available for pre-order and continues through the first few weeks after release. This is the phase when most sales are made – and having a plan can make a big difference.

The release phase marketing plan should include both in-person and online appearances. If possible, you’ll want to schedule 2-3 appearances per week during the 2-3 weeks before your book releases, one appearance per day on release week (a “blog tour” is a great way to handle this) and 2-3 per week for the two weeks after release. If you work, or can’t manage that many, just do what you can. Quality is more important than quantity.

Your platform and relationship work in the months before release will create friendships and contacts that become opportunities in release phase. The key is giving value in advance. If you form genuine connections – not just fakery aimed at promoting yourself – you’ll find that you have the contacts you need to help promote your work around release.

Keep three things in mind when drafting the release phase marketing plan:

1. Provide Value With Your Promotion. The new paradigm is less about “BUY MY BOOK” and more about dialogue. Seek opportunities that allow you to offer readers value beyond your name and book title. People don’t like to be “sold” – but they like to buy, and they buy the things they consider valuable or interesting.

2. Make a Schedule You Can Stick To. Take note of how much time you can spend on appearances, blogging, and social media. Don’t over-commit. Get a calendar and record your obligations – and if an emergency arises, COMMUNICATE with the people hosting your appearances!

3. Get the Most Bang for Your Buck. If your schedule permits only a limited number of appearances, giveaways, etc., use your resources as efficiently as possible – and remember that human capital is an important resource too.

A few weeks after release, the initial buzz and sales decline and the book shifts from “new release” to “available title.” This is the Post-Release Marketing Phase.

Some books stay “hot” longer than others, and there’s no way to tell exactly when a title will shift into Post-Release. A lot depends on whether the book achieves critical mass through word of mouth, effective publicity, and the “X factor” no one fully understands.

For the author, Post-Release Marketing involves a four-step plan:

Step 1: Don’t get depressed! Books, readers, and sales have cycles. The post-release sales drop-off isn’t your fault.It happens to everyone sooner or later.

Step 2: Continue writing, blogging, and social media. Revert to the pattern you established in pre-release: platform building, interacting and forging genuine connections. Continue developing and sharing your expertise. Don’t forget to mention your book when appropriate – but don’t just shout your title into the wind.

Step 3: If you advertise, do so judiciously. Pay attention to returns on investment. Once the initial marketing push ends, many authors don’t find it cost-effective to advertise the book as widely as before. Make decisions based on the way your efforts translate to sales.

Step 4: WRITE ANOTHER BOOK! Never, ever, stop writing. Moving forward helps you worry less about what’s behind. The best post-release marketing for your last book is your next book.

Having a plan helps authors in more ways than merely scheduling. It keeps you on track, reduces stress, and lets your genuine joy in your work shine through.

Homework time! Between now and next month, brainstorm three ways to build your platform and forge connections with authors and readers – and give at least one of them a try!

Thanks for joining me here today at Writers in the Storm. Have questions about marketing or business plans? Do you have a special marketing tip to share? Please let me know in the comments – I love it when you join the conversation!

Susan Spann is a publishing attorney and author who practices in Sacramento, California. CLAWS OF THE CAT, the debut novel in her SHINOBI mystery series featuring ninja detective Hiro Hattori, will be published by Thomas Dunne Books in Spring 2013. Susan blogs about writing, publishing law and seahorses at http://www.SusanSpann.com

Last Monday, Orly Konig-Lopez argued for the introverts. If you missed her post, click here and take a peek.

Some of you commented, but I'm guessing we're going to get more today because the extroverts are in the house, jumping up and down, shouting "TALK TO ME."

That's the way we extroverts roll.

I did a post awhile back on whether being an introvert or an extrovert affects blogging, but I'm going to extrapolate this out to writing in general today. First things first though...

What does it mean to be an “introvert” or an “extrovert?”

I’ve found that very few people know the real definition of introverts vs. extroverts so I’ll share it with you here, courtesy of the Rockstar Counselor Guy who told me.

It’s all about energy:

• Introverts gain energy from time spent by themselves.
• Extroverts gain energy from time spent with others.

Are you scratching your head, wondering what that even means?? I understand.

Most people think introverts don’t like people, which couldn’t be further from the truth. The majority of introverts like people just fine, they just get tired out by too much contact with them.

For an extrovert like me, if I need an energy lift, I go to where the people are. This doesn’t mean I even want to talk to them. Truly. A lot of the time I don’t. I just want to be around them, sucking up some energy from the buzz of the room.

I know all you introverts are gonna freak out over this, but...When I get stuck on a particularly difficult scene or chapter:

• my #1 way to get unstuck is to go to Starbucks.
• #2 is a bar or restaurant. It doesn't really matter which one, the point is the people.

I talk to everyone I can on the way in and then sit down in the most crowded area possible and soak up all the buzz. It gets me all zingy, then I tune them out and let the words flow.

I focus better with a ton of noise. (I don't know why.)

In college, other people went to the furthest reaches of the stacks in the library, searching for quiet. When I went to the library, I either wanted to pee or go to sleep.

I think all you "silence people" are insane. How do you not go crazy with the sounds of your clocks and pets and appliances?

What did I do in college when I needed to ace a test? I went to work (I waited tables all through school) and studied at the bar. Or in the student union. Or out on the quad where everyone was walking by. It worked like a charm and taught me to really focus no matter what.

So, I'll just keep enjoying all you introverts when you choose to peek out of your cave. In the meantime, I'll be at Starbucks or in the bar, making new friends and finding new characters to write about...because that's how I roll.

Not sure whether you're an introvert or an extrovert? Here’s a link to a free Myers-Briggs questionnaire and report. (Be sure to tell us your results in the comments!)

Where is your favorite place to write? Do you need silence or noise? Would you describe yourself as introverted or extroverted? How would others describe you?

Announcement: 7^th Annual Top 10 Blogs for Writers Contest

Here are the rules:

• Nominate your favorite blog in the comment section (see link below).
• You have only one vote (only your first will be counted).
• Please include the web address of the blog.
• Explain why you think the blog is worthy of winning this year’s award.
• A blog must be nominated more than once to make the cut.

To nominate a blog, go here http://writetodone.com/2012/11/12/nominate-your-favorite-writing-blog-7th-annual-top-10-blogs-for-writers-contest/

If you love it here at WITS, we hope you'll throw our name in the ring. Nominations close Dec 3rd.

About Jenny Hansen

Jenny fills her nights with humor: writing memoir, women’s fiction, chick lit, short stories (and chasing after her toddler Baby Girl). By day, she provides training and social media marketing for an accounting firm. After 15 years as a corporate software trainer, she’s digging this sit down and write thing.

When she’s not at her blog, More Cowbell, Jenny can be found on Twitter at JennyHansenCA and here at Writers In The Storm. Jenny also writes the Risky Baby Business posts at More Cowbell, a series that focuses on babies, new parents and high-risk pregnancy.

Today we're each taking the opportunity to give thanks for one "writerly" thing that helps us put those words on the page.

from Jenny Hansen:

I am thankful for blogging. Particularly for More Cowbell, my personal blog. Not only does it give me hours and hours of entertainment, it helped me find my writing process and a new direction for my career.

After years of struggling with book-length fiction, I’ve learned through experience that I do much better writing short. Writing 300-1200 word posts not only taught me that I’m a scene writer that does best in short bursts, it also helped me to discover my writing voice.

Who knew that I’d write “funny?” Without More Cowbell, I’d have had no idea! Nor would I have a place to put posts like 5 Signs You Have "Turkey Block."

from Orly Konig-Lopez:

When the “assignment” to write a paragraph about what writerly thing I’m thankful for, I was kinda surprised at the first thing that popped into to mind—the Women’s fiction chapter of RWA.

When I joined the chapter I had no idea what to expect. I’m not a traditional romance writer and I’d never belonged to a writing group. I was overwhelmed by the amount of knowledge being shared on the loops, and floored by the incredible generosity of the members. I found my fabulous critique partners through the chapter and made some amazing friends.

When doubts creep in, there are always a few people on the loops ready with a pep talk or kick in the pants. And when there’s good news to share, this group cheers the loudest. I’ve come a long way in my writing since joining and I can honestly credit the members of the Women’s Fiction chapter with giving me the confidence to take risks and pursue my dream.

from Laura Drake:

This year I'm thankful to have my teacher and friend, Margie Lawson, in my life. Her Deep Edits System clicked in my brain and made me able to back away from my writing far enough to look at it objectively.  One of my other weaknesses was getting emotion on the page-which her "Empowering Character's Emotions" class really helped.

But, best of all, was 'going to the mountain" last year, to take her Masters Immersion Course at her house in Colorado. Working with Margie, editing my manuscript in person, was a rare treat. What I’ve learned from her was the difference between selling and not.

And no, she didn’t pay me to say this…she’s THAT good. If you haven’t discovered her yet, you’re missing out.  Seriously.

From Sharla Rae:

When Fae asked each of us to write about what we as writers are grateful for this year, the first thing I thought of was my critique group here at WITS. They have supported not only my writing career but also, me as a friend. We all laugh and have fun together, share professional news, bitch about those who dun us wrong. And I have to say, whoever made up the saying “words come cheap” didn’t meet my critique group.

Over the past year-and-a-half my life has been upside down and writing was put on a backburner. I often felt I’d let them down and didn’t pull my weight. The WITS ladies just rolled their eyes at me and told me to get over myself. They lifted me out of those doldrums and kept me on an even keel in my life and my writing. I know I’d do the same for them.

Friends, let alone professional writing friends, don’t come any better than these ladies. Thank you, Fae Rowen, Laura Drake, Jenny Hansen, and Orly Konig-Lopez.

From Fae Rowen:

I am grateful for all you WITS readers, who show up three times a week to read our blogs.

You amaze me with the enthusiasm and wisdom in your comments. You humble me with your kindness and generosity. You spark me with your praise and support. And you give me ideas to chew on, possibilities to tumble shiny-smooth in my heart, and a reason to jump up in the morning and see what you have to say.

I thank you for taking this whole blogging experience from the "Oh, no, I'm blog mistress this month!" to "Now I have an excuse to cruise the comments and follow cool links to more ideas and different thinking."

I thank you for prodding me to think of what I have to share that you might find helpful or inspiring or funny. Thank you for being part of my world.

Do you have something or someone to be grateful for helping you write the book of your dreams? Chances are, others will include your "grateful" on their list, so go ahead and share. You aren't limited to one.

Happy Thanksgiving!

Love and peace to you all this Holiday Season!
with tremendous thanks from Writers In The Storm...