Stepping Stones Magazine

For the majority of authors, writing a novel is a rewarding experience, a joy, a burning desire. The other side of the experience involves promotion and marketing. I've said it before, marketing is getting your book into the hands of readers, promotion is building a name. It's like having a toolbox. In order to build a house, you have to have the right tools to do it. The same applies for writers building their careers. You must have the right tools in order to succeed.

One tool in the toolbox is a platform. In today's world of competitive publishing, the writer's platform mainly applies to non-fiction writers. If you glance over the non-fiction titles in bookstores, you will find celebrity names galore. It is their name, their fame that sells their books. Who they are is their platform. 

What about fiction writers? Can they build a platform in order to attract an audience of readers? Certainly. First, the writer needs to know what the author's platform is. The Webster's Dictionary defines platform as 'a raised flooring or stage for performers, speakers, etc.' For the writer marketing their work and promoting their name, the platform is an imaginary stage, where the author is in full view of a target audience of potential readers. It is in a word a circle of influence.

According to Miss Snark on her writing blog, a platform 'refers to the other-than-the-usual ways you'll be able to get visibility for the book.' In other words, it's time to grow up, mature past the business cards, flyers, and bookmarkers, past the basic query letter to agents and publishers. It means working harder and smarter.

In the article How to Succeed in Business (Books) by Ron Hogan published in Publishers Weekly, he quotes Jeffrey Brown of John Wiley as saying: "It'' all about getting noticed." Brown views author platforms, speaking engagements, opt-in e-mail lists, media contacts --- as the natural extension of an author's credentials. "They demonstrate the author's authority and the proven ability to command an audience. They can jumpstart a book's sales momentum and, eventually, this kind of buzz gets a book noticed by an audience beyond the original platform."

For the non-fiction writer, the platform is that writer's credentials and sphere of influence. Example: An expert in the care of Alzheimer's patients is a nurse that has dedicated the last twenty years to caring for Alzheimer's patients in their home. Her sphere of influence is the in-home caregiver, whether a nurse, nurse's aid, spouse, or family member. She can influence these readers through speaking engagements, fundraisers, publishing brief articles on the subject with a byline and link to a website that promotes the book.

For the fiction writer the platform is not so narrow except in the area of genre. Most people would like to read a good yarn. The platform therefore is broader. It's like throwing a stone into a pool of water, causing a rippling effect. Say your genre is historical fiction. The center of the ripple is readers that prefer historical novels above all other genres. The writer targets that group, and word of mouth advances in ripples. The writer can then branch off their platform to influence other types of readers by having a platform that promotes a good story.

Next month's article will cover what a platform does for you as the author and how to grow your platform. _________________________________________________________________________________________________________________

Platform Building: Part 2 - Cultivating a Fan Base:

 

The most important aspect of an author's platform is readership and networking. The following is a list of how to build your platform in order to gain a wide readership (fan base) and a network (both fan base and sphere of influence), two groups of people that will follow your career and anticipate your work. To a publisher, this is a plus that you have a broad audience waiting for your next release, which translated means potential book sales. The larger your platform, the large the sales, both nationally and internationally.

Now, I realize the following list seems like marketing. But when it comes to building a platform, it is really promotion. Marketing is getting your work into the hands of readers. Promotion is building a name.

Ways to Build Your Platform:

1. A fantastic website that reflects your genre, that is graphically attractive to fans of the genre.

2. Writer's Blog

3. Additional web pages on MySpace and/or Shoutlife, social network sites for writers and readers. 'Ning is an excellent place to find such networking sites, or you create one of your own. I am on Ning sites - 'Writers Interrupted', 'Edgy Christian Fiction', and 'Historical Fiction'.

4. Contributing writer on other blogs and writing related sites.

5. Email newsletter

6. Conference attendance

7. Speaking engagements

8. Library book talks

9. Invite readers to sign up for your readership fan list.

10. Ask every writer you know that has a website to put up a link. The more popular the writer, the more potential you will have.

11. Create a list of well-known authors within your network that would be willing to give an endorsement for your book. In my opinion, this should only happen if the author has read your book.

12. Business cards that will attract people to your website.

A note on Business Cards: Perhaps tell your hair stylist, coworker, bank teller, or the checkout girl in the grocery store you have a great recipe online for a delicious holiday cheesecake. Give her your card. Tell her you're a writer, and boy is that recipe to die for. Then hand the person that is listening to all this behind you a card. It's all about engaging in conversation, not just randomly handing out your cards. Just be sure to have that recipe online!

You could also say you have a free book contest or gift giveaway on your site. I've mentioned this before. Local dollar stores will have bookmarkers, stationary, or lovely pen sets that you could use for contest giveaways. Everyone loves to get something for free.

When I held a copy of my book in my hands for the first time, I felt overwhelmed with the reality of being published. Mixed emotions of fear and joy flowed through me, along with the notion of what to do next.

          I realized that I had to first evaluate my motivation for writing. After soul-searching, I was content with the fact I did not write for fame or fortune. I write because I love to write, and I want to share it with people who have a love for romantic historical fiction. 

          In this article, I'm not going to cover any of the technical steps that go into building an effective website. I want to share with you some of the things I believe are eye-catching, things that will make a reader want to buy your book, and how to make it convenient for them to do so. You want your reader to feel they are walking into the world of your world.

          The first step is planning. Begin with color. For most people a stark white page is tough on the eyes. The use of color can either cause your reader to stay or leave the minute they click their mouse.  It is a known fact that certain colors have an effect on the mind. Blue for example is a cool color --- soothing and inviting. Red is a hot color, and reflects war or passion. Use color to match your genre. If your books are romances, stray away from using a lot of the standard white, red, and pink that everyone else seems to use. Instead, use soft, romantic tones like cream and burgandy, pale greens and deep lavenders, rich purples, and parchment. Do not overdo it with flowers and hearts, and things that float on the page. Keep your pages simple and lovely.

          If you write mysteries, utilize colors that give a mood of mystery like dark grey and navy blue tones, red and black. For historical fiction deep blue backgrounds, cream lettering, or rich earthy tones in burgundy and green. Blue reflects serenity, and what better color reflects the past as a serene color?

So make the background and the style and color of your lettering, reflect the genre of your book. The following qualities are associated with color:

• Red reflects strength, passion, danger, and war. This color coupled with black works great for books and novels about war, science fiction, or mystery.
  
• Yellow, a warm, sunshiny color reflects happiness. This color, however, should be used sparingly. It is associated with children, and orange is playful coupled with yellow. So these are good for children's books, but sparingly.
  
• Green, the color of nature, with a fresh, coolness reflects growth and abundance. It is also associated with envy or malice. Hunters Green would be a good background color for historical fiction, or non-fiction books.
• Purple is a royal color and is reflective of spirituality. In Biblical times, kings wore purple robes. The dye used to make these garments was expensive and cherished. Is your book a Biblical novel, or an inspirational non-fiction or fiction book? Purple would work well for your website. Couple it with cream or gold.

          A writer's website is like a book. You want to begin with an introduction page. Don't tell too much. Lure the reader in. Next is your book page. Always have a picture of your book cover and a brief synopsis, and a link for ordering.

          Other pages to consider are:

          Ordering Information

          Printable order form

          Book Discussion Guide for Book Clubs

          Author's Biography (All About You)

          A Links Page

          Sample Writing

          E-cards of your book cover

          Events Page

          There are many ways authors can market their books, but in today's world an effective website is one of the most important elements for letting the world know about you and your work. Remember do not focus solely on your book(s). Focus first and foremost on you as an author by building your name.

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Writer, Advertise Thyself

by Rita Gerlach

It's enough to make a writer's head spin. So many marketing and promotional tips promising great success, that usually bring nothing more than disappointment and reduce the amount in our bank accounts. How does a writer find the things that work in a vast sea of suggestions?

I've said it over and over, that marketing is getting your book into the hands of readers - promotion is building a name. In past SSMW issues, we have covered Platform Building, Internet Presence, and basic keys to marketing. Every writer needs to advertise, in order to grow your fan base, your sphere of influencers, otherwise you lose ground and sales will fall flat. I must add, though, that sales for pod and self-published books are difficult to gain due to a lack of distribution on the part of the publisher. Marketing and Promotion go hand-in-hand. Publishers handle the distribution, getting your book to the bookstores. You must handle the bulk of the promotion. It can be fun, and an active author makes readers feel he/she is an approachable one.

1. Know Your Message

Perhaps your story is about the redeeming qualities of love. Or maybe it is about the healing power of forgiveness. This is your advertising label. Some might call it 'branding' or a 'trademark', but labeling encompasses everything about you as a writer.  Most likely, if you contemplate your body of work, you will narrow your message down to a single scarlet thread that weaves throughout all your writing. You may have a label as a writer that brings a message of hope to heartbroken women, or a writer that brings the message of self-sacrifice. Think about what it really is you write about, then in a single sentence write it out and use this wherever your name appears.

Example: Rita Gerlach: Transporting readers back to a time of raw courage and sacrificial love.

That's my label. A writer friend sent it to me after reading all my books. I thought, Wow! That's it!  If I had to wear a nametag, that would be on it. If people ask me, in one phrase what are your historical novels about? I would reply, raw courage and sacrificial love.

Now find yours. Ask your readers to tell you in one sentence what they believe your writing says. One way to accomplish this is to have a contest on your website where your readers can send in a comment and the winner gets a prize.

But most importantly is that YOU know your message. This is in the category of 'branding'. I've included some great articles on the subject under 'Useful Links'.

2. Know Your Audience

Yes, you would like everyone in the world to read your book. But it isn't gonna happen! However, there is one group of people that will, and that is your audience. Will Shakespeare put it aptly that all the world is a stage. Well, who goes to see Shakespeare plays? Those who are fans of Shakespeare. Who goes to the opera? Fans of opera. Who reads Nora Roberts novels? Her target audience...women readers who love suspense romance. She has been marketed at The Queen of Romance.

What is the best way of reaching your target audience? Nowadays it is through a strong Internet presence. Study best-selling authors' websites and utilize some of the professional ways they are set up. Make your book easily available through links to online bookstores and a printable order form readers can send to your publisher.

Lastly, be approachable to readers. Put on your site, and wherever you use your signature, an email address where you can be reached. Avail yourself to speaking engagements, book signings, and events such as fundraisers and silent auctions.

Nice guys and gals do finish first!

________________________________________________________

Marketing with Bookmarks

 They are becoming increasingly popular among collectors. You find them on Ebay and there are only a few websites that this author found where antique bookmarks are showcased, or where authors offer them. They are a rarity on the Internet, but not among writers, bookstores, and readers. Bookmarks are only a small part of a writer's marketing arsenal, but they are much appreciated by readers and viewed often times as a small token of an author's appreciation to the reader.

There are dos and don'ts when it comes to using bookmarks to market your work.

First the 'don'ts.
1. Do not make them yourself unless you are a graphic artist or you know someone who is.
2. Do not put them on the shelves of libraries or bookstores. They will be cleaned up by staff and tossed out. This is unprofessional.
3. Do not stick them inside other books in bookstores. It would not be appreciated by the staff and management. Instead offer them to the manager to give out.

The Dos!
1. Have them professionally printed and laminated. If your publisher does not provide them, suggest it. If they still won't invest in your marketing effort, you will have pay to have them made.
2. Offer them on your website, and give the readers a visual of what they will be getting.
3. Be sure they are visually attractive.
4. Use fonts that are easy to read, yet appealing and reflective of your genre.
5. Have your bookcover, title, a one-liner, your website and your publisher on it.

What to do with them:
1. Take a stack to your local bookstore and ask them if they will give them out.
2. Give them out at book signings, and if there is room sign your bookmark.
3. Christmas is only seven months away! During the Holidays, have some bookmarks made that have a Christmas theme. You could have a snowy background behind your bookcover, or a starlight winter sky. Use your imagination and make these bookmarks keepsakes for years to come, as special as a Christmas gift. Have the printer put a hole in the top and place a ribbon through it for hanging on the tree. Carry this with you when you are out holiday shopping and hand them out to people you meet --- your bank teller, grocery store clerk, hairdresser . . .

Last but not least, enter your bookmark in the Stepping Stones Magazine's Bookmark Contest. There is a winner every month!