Selling is usually not the favorite thing for writers to do. Writers like to write.
But, as we all know, selling is a big part of the job now in 21st century publishing.
What is new about selling is the indirect approach, or building a social media platform.
The basic idea, as I see it, of platforms, is to have a large enough social media presence so when a new release comes out, you’re able to promote it in a way that can impact sales. For pre-published writers, a platform gives industry professionals some insight into how much influence you have in the media…and how that might impact sales when they sign you as a writer.
It’s more than that, though, which is where some writers get off-track. They toot their own horn too much—and everyone will just tune that out.
The idea is to develop friendships, network, and provide something of value to the community. And then, to use that platform as a way to promote—indirectly and without overdoing it.
You’d think that once you get published that things would get easier—but there are just so many books out there. I walked into both Borders and Barnes and Noble (no independent stores are near me) yesterday and the number of books on their shelves was amazing. I made sure mine were in stock (they were) and signed…but what makes mine stand out from the probably 150-200 other cozy mysteries on the shelves near it?
Nothing—unless the reader happens to be someone who might have heard of me or seen me on Facebook or Twitter or on my blog or around the blogosphere as I guest post. The book covers or my name might seem a little familiar.
Really, though, that’s still statistically not likely. But it’s more likely that when I have a release, I might get some clicks online to a website to buy my book—from people in my online circles.
This sales approach is really indirect. REALLY indirect. But I did nearly earn out my advance…before the book even released, just on preorders. And who knew about this book? Mostly people I knew online. Besides, of course, the folks who order every cozy mystery that comes out each month (bless them!)
The latest issue of Mystery Scene magazine has a really generous review of Delicious and Suspicious in it. But it did tickle me when they wrote: “Riley Adams—the pseudonym of veteran author Elizabeth Spann Craig…” It made me sound grizzled! And I haven’t been around nearly as long as a lot of writers—but I think the difference is that I’ve been around online enough to give that impression.
So, summing up? Building platforms–I’m afraid we have to do it. But there are ways to do it where we’re not in people’s faces all the time or blasting out promo stuff so that potential readers unfollow and unfriend us. And best of all? It does seem to work…both for sales and for networking with folks in the industry.
This is a pretty big area right now, so I thought I’d link to a few helpful articles if anyone wants to look into this a little farther:
How To Discover and Build Your Author Brand
What Platform Means for Writers
Building Your Author Platform
More than an Author? How to Become a Household Name–Branding 101
Your Author Platform – Branding
What kinds of things are you doing to get your name or your book’s name out there?
As far as I am concerned, Elizabeth, you are a veteran writer. D&S is the only book of yours that I read, but it is the best written of the dozen or so cozies I have read after that. Not talking about the plot or the characters or anything, but of the quality of writing.
Elizabeth – You’re right on target, I think. Selling and branding is something that writers have to do, and a social media platform is an important part of that. I think a person’s blog, website, tweets and so on say a lot about them. The more familiar people are with the author’s “brand,” the more likely they are to become loyal readers, or at least have some interest generated.
That’s why I think it’s important for authors to be thoughtful and particular and meticulous (or maybe that’s just my own obsessive self ;-) ) about where and how they appear and what anything associated with them is like.
No clue what works, especially when your books have very limited distribution, so people can’t just happen across them.
Terry
Terry’s Place
Romance with a Twist–of Mystery
I have no idea if I’ve done the branding thing right, but I avoided shoving my book in people’s faces. Most of the time when I posted about my book, it was at the request of others.
This is an incredibly helpful post with great links. Thank you.
I also agree that a big turnoff is too much horn-tooting…too much information. Right now I’m dealing with that with an author, and it is frustrating.
Michele
SouthernCityMysteries
That’s why I love t writer/blogger community online. I hear when your books come out, when Alex’s books come out and because I’m friends, I buy it. Fortunately, the books are fun reads.
CD
I think you’ve done a great job of branding yourself and building your platform. You’re totally right that it hurts you to sell, sell, sell. I’m not likely to buy from someone doing a hard sell, but I am from a friend who gives to me (in information and support) and whom I like.
Another resourceful post for writers…how do you manage to swing it all? I’m always amazed when I drop by to catch up. If I had pom-poms, I’d shake them for you! Go-go-go, Elizabeth!
Hey, E …. very thoughtful post. I think you strike the perfect balance in the way you promote your ”brand.” (Though I hate that word: makes us all sound like laundry detergents) Anyhoo, what sets you apart from the pushier, and I think less-effective promoters, is that you offer something of value through this blog about writing, and also that you take the time to have back-and-forth conversations with people on F-book (vs. just shoving your book titles, virtually, in their faces.)
You’re amazing!
What a wonderful post. Much needed information for me since I plan on having that bestseller published … someday.
I most liked your advice on avoiding the pitfalls of tooting your own horn. I’ll do my best to follow that one.
Anything and everything! Okay, nothing obnoxious though. And you certainly don’t look grizzled.
Great post Elizabeth – I think of you as a veteran because of the knowledge you have, certainly not age!! :)
Yes, indeed, good lady. That’s part of the fun of platform building before you really have anything to sell. There’s no pressure to pimp yourself outrageously, so you can focus on just building the relationships that’ll help when you *do* publish.
At least, that’s what I keep telling myself. :D
Rayna–Thank you so much! I really do appreciate that. And I appreciate all the support and encouragement you give me and other writers by commenting on our blogs. It means a lot.
Alex–You’re one of the best examples of a writer who is doing things the right way!
Margot–And it’s something we have to continue to think about…especially since we’re putting our thoughts online so much. It’s good to be careful about what we say when we’re building a platform.
Clarissa–And look at all you do for the writing community–you’ve got one of the best blogs for crime writers out there.
Helen–Thanks so much! I never did like selling–it might be because I’m so bad at it. But the indirect approach makes me feel like I can make a difference in an unobnoxious way.
Terry–Distribution can really be key…I think that’s very true. Our books are like cereal boxes in the breakfast aisle–placement helps.
Michele–I think when I run across someone who’s really aggressive with sales, I just want to hide! That can be either a door to door saleman or a writer…it’s just the same kind of reaction with me.
Deborah–You’re so sweet! Thank you. :) Yes, I kind of flinch at “branding” since I either feel like your laundry detergent–or maybe like cattle out west!
No, *you’re* amazing, Deb! And you’re sweet to stop by.
J.L.–That’s the attitude! Really, it’s just a matter of perserverance and research, I think. And you’ll need that platform!
Diane–I think I’m getting there!
Stacy–Thank you!! Oh, I’m dropping lots of balls I think. :) Something has to give every day…but I try to trade it around so it’s different things.
Simon–I think that’s a very *smart* way to go about it! Really, I think I’m making up for lost time…I was asked by my publisher to start blogging, so I was already behind!
Jemi–Thanks so much! :)
Another dead-on post, Elizabeth. Most of the people who attend my seminars have no concept that the work continues after the book is written. But it’s fun too! I enjoy the networking I do through social media. I feel like I’m not only helping to promote myself, but I’m meeting fabulous people and learning a hell of a lot.
Dina–I think the best part is learning from other writers. I’m so grateful for the online community of writers!