Today, we’re going to do something a little different. You want to know one thing I love probably more than anything in the world? Spotting great talent and getting to share it. Thus, today I would like to introduce you to one of my followers who snagged my attention over the holidays and I asked her to come and share her wisdom today because I think we can all gain something from her (even me because am always learning BAY-BEE!).
I would like to introduce, Britt Skrabanek!
A lot of you may be wondering how I ended up on Kristen’s blog in the first place. She’s pretty big-time, an influencer—she’s worked her tail off to build her brand presence. Many of us look to her for writing tips we can actually use, knowing some esoteric BS like “If you write it, they will come” will not be waiting in our inbox to insult us.
Chances are, you have no idea who in the heck I am. But, Ha! Now you do 😀 .
I’m an indie author.
The other thing I am, even though it’s more difficult to say than “writer”…I’m a businesswoman. Me—a beer-drinking, tree-hugging Yogi in Portland—I’m in the marketing biz.
When Kristen and I were working out logistics for the topic of this guest piece, she said to use my business/social media wisdom with you guys. In her typical no-nonsense wisdom, Kristen said: “There is some savvy to this.”
You know what? There is.
Writing here is a big honor for me. I’ve been following Kristen’s blog since I started my indie author adventure many moons ago. The reason why she was kind enough to invite me over to her place was, quite simply, because I did some savvy marketing.
I was greatly inspired by one of her blogs on branding, Why Our Author Brand is More Important Than Ever. So I mentioned her in the post I wrote, and though we hadn’t talked more beyond a casual conversation on her blog, I asked if she would share it on social.
She shocked the hell out of me when she asked me to write a full piece on her blog. My small-time blogger heart went pitter-patter. You know what? I took a chance with a marketing tactic and put myself out there. All she could say was No. But maybe…just maybe, she’d say YES.
Many of you introverted writer types are totally cringing right now. But if you want others to know what you’ve written, you have to do more than shut up and write.
Writing is only half the battle. We have to market it—tell people about it and hope to God they’ll listen.
Quitting Is Easy, Not Savvy
Like many of you, I threw myself into this writing thing without knowing diddly-squat about marketing, sales, and branding. I believe that writing a novel is one of the greatest achievements of the creative mind, and though anyone can self-publish, not just anyone can pull it off.
Sure, they can put some crap out there on a whim. Amazon makes the process nice and easy—and free. To actually write a novel, you must have a die-hard imagination, you have to be relentlessly organized, and above all, you have to have the vision to see it through.
WAY back in 2012 when I self-published my first book, Beneath the Satin Gloves, I thought people were going to buy it. Real cute, isn’t it?
With great diligence, I followed the indie author rules. I had the almighty platform, with a weekly blog and consistent social media posts. Such a sweet little nobody writer I was…I started building my platform two months before my book release.
So, you can guess what happened. My friends and family, out of pity and curiosity, were my paying customers—my only fans. After that release weekend, my sales fell off.
I’m not going to lie to you. I was devastated and I wanted to quit writing. I was editing the final draft of my second book when all of this was going on, and I had to stop before I chucked my laptop out the window.
About a week later, my temper tantrum was done. There was no moment of clarity or anything—I just realized how ridiculously naïve I had been. As Kristen said, there’s some savvy to this. We can write a badass book, but it will never see the light of day if we don’t learn how to sell it.
To sell our book, we don’t need to sell our souls, but we do need to sell ourselves.
Why Writing Isn’t Enough
I’ve self-published three novels and I still have a day job. I know how heartbreaking it is to hear that writing isn’t enough. Writing the best content possible—whether it’s a blog post, a tweet, or a full-on novel—is a must-do. Also, a must-do is engaging people. One of the ways I’ve found to make a living as a writer has nothing to do with fiction. (Shocked, aren’t you?)
I’m a Content Manager at a B2B (Business to Business) marketing agency. While writing about email metrics and marketing automation isn’t as fun as writing about a lounge-singing female spy in WWII Berlin, I’ll tell you what is fun about it. I get to learn what it takes to get people’s attention.
Because every business has a blog these days, we’re in the same boat as indie authors. That boat is rickety as all get-out, and most of the time we’re trying not to sink into the sea of online noise.
We have to work our buns off within our niche, we have to provide value to our target audience, and we have to be consistent and tactical.
These are the non-negotiables of creating content to bring awareness to your brand. Awareness is just the tip of the iceberg of the buying cycle, and people have a very long way to go before they make a decision to buy.
I know that’s a lot of B2B jargon, but I hope you’re still with me. Because these realizations are critical for any indie author to understand.
Knowing this will keep you from bailing on your dreams.
There Are No Short-Cuts in Marketing
By now, you may be thinking that I’m just a spineless marketer. As a fellow indie, I’m just trying to keep it real. If we go back to this savvy idea, think about what that means. Someone who’s savvy is intelligent, but they’re also cool and charismatic.
As writers, we have to be Rico Suave. Remember that song? Watch this and you can have it stuck in your head for a week. You’re welcome…
In the 90s it was a one-hit wonder, but the singer, Gerardo, left us with an unforgettable image. Like “ubered,” Rico Suave crept into our English slang. Seriously, it’s in Urban Dictionary. This is branding, people.
We’re running a business. We creative types freak when we hear this, but the likelihood and longevity of our writing careers depends on it.
Have you ever seen a business become a sensation overnight? Me neither.
Starry eyes can happen to anyone—not just indies. In fact, starry eyes happen to businesspeople all the time, and guess what? Their business fails.
I had the craziest conversation with a guy I know, who is basically a B2B marketing superstar writer. He really has a handle on business writing and blows my mind with his ability to bust out copy on a daily basis that consistently engages people.
BUT, Mr. Savvy B2B Marketer had starry eyes when he started his personal blog. I had seen his first blog post release, and I congratulated him. As we talked, he told me he wanted to have 5,000 blog subscribers by the end of the first month.
My jaw dropped open. 5,000 subscribers in the first month? Holy s*&t…how?!
I asked him to share his master plans, because with almost four years of blogging under my belt, I have yet to reach 1,000 subscribers. (P.S. This is something I’m totally okay with, because engagement is more important than follower numbers any day.)
Anyhoo, he discussed duplicating the blog content on LinkedIn and possibly some social ads.
Aha, aha. Though I would never dare to copy and paste the exact blog content on LinkedIn to potentially piss off the Google Gods, I nodded along with the tactics. Getting your content in front of different audiences through different channels is good stuff.
I waited for more master plans that never came. We talked a couple of months later, and he was disappointed in his traffic. He wore that defeated writer expression I was all too familiar with, and he was already considering quitting his blog.
Because 5,000 subscribers in the first month of blogging would be a damn miracle and…because there are no shortcuts in marketing.
So, How Do We Stand Out as Writers?
Write good s&*t and become Rico Suave. Kidding, kidding. Kind of.
As devout followers of Kristen’s blog, you all know there are so many elements at play, and one measly blog post isn’t going to cover it.
I’ll be completely candid with you guys and tell you I’m one of the most impatient people I know. Now perseverance is a very different thing. Perseverance will propel you forward, so you can finish the novel you’ve been working on for three years. Impatience will disappoint you, make you think you’re not good enough when people don’t come running to buy your book you worked so hard on.
Impatience doesn’t serve us in the self-publishing world. Perseverance does.
I know we’re sick of hearing it, but it takes time. Building a brand/business is a necessary part of being an indie author, and it doesn’t happen on its own.
We have to keep going. We have to be savvy. And most of all, we have to do it for the love.
THANK YOU, Britt! Just so you guys know, I actually do pay attention when you link to me or talk to me. Most posts I do take time to read and this year my goal is going to be cultivating and promoting a fresh crop of W.A.N.A. talent because that’s what W.A.N.A. is all about. Teamwork. Big fish helping the baby fish so THEY can become big fish…who then help the next baby fishies.
I hope you enjoyed Britt’s perspective and please check out her site and all her social networks are listed at the bottom of this post so you can follow her. I asked her here simply because I wanted you to know that what you are feeling right now is NOT unique to writers. Yes, most of my job is working with you guys, but I’m also a consultant for I.Q. Solutions in major big brand marketing with companies like Absolut, Budweiser, Luis Vuitton, etc.
Trust me, when we are in a world that BEER companies are struggling? You know it’s tough.
I can tell you that even the big names are having to hustle to keep, gain or maintain an edge. So don’t get too hard on yourself because this is just the tough reality of the digital age. We cannot do business like it’s 1992 and survive let alone thrive.
But good news is… We Are Not Alone.
I love hearing from you!
To prove it and show my love, for the month of JANUARY, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel.
And yes, I am a complete and total slacker. December’s winner will be announced later because I seriously had three posts go viral. Great problem to have…but tabulating a winner? Gonna take a little time. Love you *air kiss*
Remember to check out the new classes listed at W.A.N.A International.
Registration for Branding for Authors has been EXTENDED (thanks to me getting a stomach bug). This is your best way to get PAID in the digital age. We have to cultivate that 1000 die hard fans who won’t settle for FREE.
Also, I have one craft class listed.
THIS SATURDAY Your Story in a Sentence—Crafting Your Log-Line. Our stories should be simple enough to tell someone what the book is about in ONE sentence. If we can’t do this, often there is a plot problem. This class is great for teaching you how to be master plotters and the first TEN SIGNUPS get their log-line shredded for free, so you will be agent ready for the coming year.
For those who need help building a platform and keeping it SIMPLE, pick up a copy of my latest social media/branding book Rise of the Machines—Human Authors in a Digital World on AMAZON, iBooks, or Nook.
Britt Skrabanekis the spirited indie novelist of Nola Fran Evie, Everything’s Not Bigger, and Beneath the Satin Gloves. Her blog is a whimsical snapshot of life, musings, and the glory of the written word. She is blissfully married, has two delightfully incorrigible cats, and loves to experience the world—all of its quirky beauty inspires her endlessly. When she’s not writing, she’s a bike-riding Yogi who loves to dance.