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20
Oct

Five Tips for Authors to Grow Their Personal Brand?


Authors are some of the worst self-promoters around (said the guy writing a blog post to promote the sale of his book). But I say that, because I’ve been a writer for 22 years, and know that many writers are loathe to sell themselves.

“We’re writers, not marketers,” they will say. “We don’t sell ourselves.”

Tough. You’re marketers too.

Roz Morris of NailYourNovel.com

Roz Morris of NailYourNovel.com

Roz Morris (@DirtyWhiteCandy), the owner of NailYourNovel.com, and a professional writer with nearly a dozen novels, asked, “How do you push your brand without scaring people away? Because I prefer to write and to talk to writers about creative things, but unfortunately I have to sell as well.”

All statements of “sell or die” aside, there are a few reasons authors need to promote themselves:

  • For good or bad, the Internet has made it easier for people to publish, which means there are way more writers than there were 50, 20, or even 10 years ago. You need a way to stand out.
  • Writing has never been an “if you build it they will come” venture. You can be the best writer in the world, but if no one knows you, they’re not going to read you.
  • Publishers don’t market every author they publish. And even if they do, they don’t market them all to the same degree. Case in point: Our book, Branding Yourself, is not getting John Grisham money or energy; we’re doing a lot of our own marketing (which is fine, since that’s what we do for a living).
  • Promoting yourself can lead to even more opportunities. Once it became known I could write books, I’ve gotten a few requests to help write other books.

So how can authors promote themselves? Unless you’re lucky enough to be employed as a full-time writer already and don’t need the cash, you’re going to need to do some networking, both online and offline.

Five ways authors can grow their personal brand.

  1. Join writers’ groups, both online and offline. All benefits of joining writers groups aside, there is a very good networking reason to join one/some. In the business world, some of your biggest referral sources may actually be your competitors. It’s also true for writers as well. If you write business books, and your editor says she’s looking for someone to write a computer book, you can refer your tech writer friends to her. Try to cultivate relationships with writers who do that kind of thing. (By the way, our editor is looking for someone who can write computer books. Contact us if you’re interested.)
  2. Create a blog,.. Whether it’s chapters of a book or articles that showcase your writing ability, use your blog as an online writing portfolio, as well as a teaching tool. Roz uses her NailYourNovel.com to teach people how to write novels. Each post is a lesson for fiction writers trying to learn how to write better. Also, use your blog to communicate with readers. Create a personal relationship with them through this medium, update them with your news, and keep them informed on your progress. If they see you as their online buddy or a valuable information resource, they’re more likely to buy your book.
  3. Give talks. Whether you’re a fiction or nonfiction writer, you can give talks to different groups. Talk to the Kiwanis about what it’s like to be a writer. Talk to business groups about your particular subject (we do a lot of public speaking about social media and personal branding already). If you’re a fiction writer, give a reading at a book club. If you don’t like public speaking, check out Toastmasters.
  4. Use Twitter. A lot. That’s how I met Roz. We started chatting briefly on Twitter, and I became interested in what she does as a writer. As an aspiring fiction writer, I read Roz’s blog (see #2) where she gives some excellent advice about fiction writing. In essence, Roz has become a valuable resource to me as a writer, and I’m more likely to buy her books as they come out.
  5. Create a Facebook Page for your writing. This is especially true for writers in a particular niche. You will have your raving fans, your regular readers, the people who come to you for information again and again. So why not treat your writing like a brand? (A brand is an emotional attachment to a company, product, or service. Don’t you want people to be emotionally attached to your writing?) Promote it with a Facebook Page. Get people to “like” it, and recommend it to their friends. Make sure you have links to your other properties, like your blog or website, your Twitter account, and best of all, your Amazon page.

Promoting yourself isn’t really that hard when you think about it. Marketing these days is all about building relationships. You’re not “selling yourself,” you’re providing value to people in the form of advice and knowledge. You’re making them feel appreciated because you appreciate that they’re readers. You’re giving them samples of your work between bigger bodies of work. But in all of this, you haven’t sold anything.

Unless you do something like I just did below. (Then again, I’m an attention slut.)

———
Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available for pre-order on Amazon.com, and will ship by early January, although if things work out, it will ship before Christmas.

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2 Responses


  1. dirtywhitecandy on 20 Oct 2010

    Thanks, Erik, for your kind comments about my blog and for reassuring me with your seasoned marketer’s perspective.
    I think it’s hard to build a brand if you’re not being yourself. How would you write a convincing blog if your heart’s not in it or it’s for cynical reasons? Readers can tell. I write about writing because I love it and what I share is part of my journey – and fortunately my readers enjoy it too.
    It makes sense that building a brand all boils down to relationships – and after all, every book is building a relationship with its readers anyway.

    Reply
  2. Alisa Welch on 20 Oct 2010

    Great article. I just attended a writer’s meetup last night in Nashville & the discussion came up about writers having to market their work. Thanks for the suggestions!

    Reply

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