Step One in Marketing Your Book

 

If you were to take a class in marketing, the first thing they'd tell you is that you have to KNOW YOUR PRODUCT. Since you're writing books, that means you have to know yourself and your manuscripts. What are your strengths? What are your weaknesses? What do you do a good job with? What comes to mind when people see your book?

 

Look at it this way... If I say to you, "Mercedes," what comes to mind? (Quality? Luxury? Expense?) Now if I say to you, "Toyota," what comes to mind? (Dependability? Value? Middle-of-the-road-working cars?) And if I say to you, "Yugo," what comes to mind? (Junk? Breakdowns? El-cheapo?)

 

You see, each of those auto manufacturers have a brand, and that brand sticks in your head. In fact, you might have solid impressions of those three car brands, even if you've never owned any of them. Why? Because the auto manufacturers have spent a lot of time thinking about the brand, how they want to shape it and express it. And you've had a number of exposures to those brands through TV commercials, reviews, articles, online discussion groups, and word of mouth from people you trust. With all those inputs, you have some sense of what the "brand" of each car is.

 

Your books also have a brand. One marketing guru has said that every brand offers a promise -- so Mercedes promises luxury, Toyota promises dependability, and Yugo promised the cheapest car on the market. Now put that to work with your writing career... What promise do you offer your readers? What can they expect every time they come into contact with your words? I mean, for years if you saw a John Grisham book, you had an expectation of his brand (exciting, clean legal thriller). When you see a James Patterson novel, or a Debbie Macomber novel, or a Nicholas Sparks novel, you have a clear sense of what the brand is. The author and publisher have made readers a promise -- and each book delivers on the promise. (You could argue that John Grisham got away from his brand when he wrote A Painted House... and that has been his lowest-selling title.) 

 

So what's your brand? What are you known for? What's your identify as a writer? If you were going to describe your writing and your books, how would you do so? What is your voice? What are the common themes or features or settings or characters or messages that are always in your books? Can you write down some descriptions of your brand? Again, if you don't know yourself, then you can't be very clear in creating a marketing plan. Step one: Know your product. 

 

Comments

[Christina Suzann Nelson]

What is your opinion on pre-published novelists trying out different genres? I usually write contemporary women's fiction. Currently, I'm working on a historical with some romantic elements.

[Laura Droege]

Great post, Chip.
@Christina, here's my take on your question. (I'm prepub, too, and definitely not a marketing expert, so take it for what it's worth.) There's no problem trying out different genres. You may find that a different-than-your-usual genre is actually a better "fit" for your interests and voice. I think this happened with Gina Holmes; if I recall correctly, she wrote several suspense novels that were never published, had an idea for women's fiction, wrote that book and got Crossing Oceans published.

What probably wouldn't change from genre to genre is your voice, the themes that you come back to again and again, and how you (and only you) address the issues in your books.

[Richard Mabry]

Chip, Great reminder about our "brands." Jim Rubart says our brand is our promise to our readers--when they see a book by us, they should know what they're getting, just from seeing our name on the cover. Of course, that doesn't happen until we have a book or two out there, but it's a nice thing to keep in mind while writing.

[Suelder]

When you said Mercedes, I thought "Mercedes Lackey - Valdemar". Yes, her new book is on my birthday list :D

[Chip]

In terms of writers trying out different genres, I think that's a necessity, Christina. In music, we talk about a young band needing "a place to be bad." The same holds true in writing -- authors need a place to try out their material, to try on different voice, to be bad. It's in working through that an author discovers his or her own voice.

[Stevie Rey]

Hi Chip, Thanks for this, my friend. My writing...well, it took me years to find my voice. Actually, as I recall, you helped in that process. I liked writing before that, but I didn't find "joy" in writing until I found my voice. The mark of The Hillbilly voice is humor, and in that sense I consider myself to be a "humorist". I don't want anyone to ever pick up one of my books without smiling. Thanks for helping me to find my voice, Chip. You said when we found our voice we'd have a hard time not writing in it. Well, let me tell you. This post has been excruciating. :-) Someday, I wonder if you might tell us about your education. I had no idea you had a background in theology.

[Courtney Walsh]

I think it's the hardest thing to do. Knowing yourself is one thing but convincing others to buy into you is SO daunting! I almost want someone else to tell me what my brand is...how's that for a cop-out?!

Also, and I had this question at the seminar but forgot about it till now...but I'm curious what you do when there really are different facets of your personality at work. I mean, I like to be sarcastic and dry on my blog (and in my real life) but that's not the "me" in my books...so do I change my blog to fit that writing style or vice versa?

So much to this writing stuff. Guess it's a good thing you're back to edu-m'cate us. And post videos of crazy, dancing leotard-wearing holiday weirdos.

[Danielle]

Chip, great post here on the importance of author branding. It is important that authors view their writing as a business if they seek publication. Branding is certainly step one and finding a strong brand message can be tough.
I work with authors to develop an integrated marketing plan through a website, blog, Facebook Page, Twitter, and many more social media channels. The brand message needs to be strong enough to hold up across these channels. If you haven't thought about your brand or you don't have a clear message, it's hard to see the point of the social media chatter.
Thanks for reinforcing the importance of branding in today's publishing world. Agencies and publisher's expect to represent a brand, not just a writer.

[florence fois]

Hello Chip, this is my first time. Found you on "industry news" at RWA-WF on-line chapter. There has never been any doubt in my mind ... My stories are about NYC women on the edge of discovery, danger and fun. It might mean that I take an occassional jaunt up the Hudson to the burbs, but mostly, I am what my blog promises ...
fOIS In The City.

Thanks, this was an unexpected pleasure.

[Diane Capri]

What's your best advice on selling books?