Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Categorized: Social Media Platform

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Writing exposure. A phrase that makes my left eye twitch. For over a decade, many writers have been killing themselves (and their careers) believing a lie, an illusion, and a flat out SCAM. Countless writers have been giving their best to launch their brand and their career, trusting those who claimed to be helping them…doing them a favor even.

NOT!

Writers and other creatives truly believed good content, diligence and hard work would pay off…and it does. Writing exposure doesn’t have to be dirty and predatory. Getting our name and work out there is critical in Web 2.0 (a brand/platform).

But…

We’ve been taken unfair advantage of, and this nonsense ends NOW. We’ve been part of an illusion. We knew writing was a gamble, yet many of us fell for a grift.

We thought we were a contender, never realizing we were actually the mark.

Yet, knowledge is power. There’s nothing wrong with risking and losing. In fact it’s necessary. We learn more from failure than success. We grow and mature and get better.

There are no sure wins, no sure-fire paths to success with an express elevator. Every path to being a contender is a gamble.

But if we keep losing and losing and losing…and losing, something is going horribly wrong. My goal today is to take yet one more step toward righting the wrongs committed against hard-working creatives and showing them a way to be free.

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure
Image courtesy of Eflon via Flickr Creative Commons

Eighteen months ago, all I knew was I was angry—okay foaming at the mouth pissed OFF. I knew creatives were being used, just was unsure how. It’s taken me over a year and a half to figure out the hustle, to understand exactly what game the MEGAs are playing and how they’re using this to (often) play us for suckers.

***NOTE: For anyone new to this blog or series of posts, when I use the term MEGA, I’m referring to very large wealthy brands who are super fond of paying creative professionals in “exposure dollars”…all the while knowing that currency hasn’t been valuable since Abercrombie and Fitch was cool.

These brands are also wealthy enough to pay contributors, but why should they if content creators are so eager to work for free, for the golden writing exposure?

Yes, still looking at you Huffington Post.

As mentioned in my last post Pay the Writer 2–Out Hustle the Hustlers, the key (aside from realizing we’re being hustled in the first place) is to study the hustle long enough to unravel how it all works.

This important because we must know our weaknesses and how they’ve been used against us.

The LOVE of the GAME

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

In Neil Gaiman’s American Gods, one of the main characters, Wednesday—who’s a shameless con man and a grifter—relates the story of the infamous 19th century gambler, Canada Bill Jones, who was in a small town doing what he loved to do.

Gambling.

Of course Jones was also steadily losing. A friend tried to intercede and told him, “The game is rigged.” Jones’s famous reply was, “I know, but it’s the only game in town.”

Thing was, Jones loved to gamble. It was who he was, and his gambling was a passion that drove him and gave him some kind of pleasure, even while losing.

We writers can be the same way, blinded by a similar passion, which is why we can make easy marks paid in exposure dollars.

We love to write. It’s who we are and we’re often willing to do it for FREE. We are willing to keep writing even when we’re being taken unfair advantage of…because we love it so much.

Thing is, those who are most likely to prey on creatives know that about us. They use this love—our passion—to keep us playing a losing game.

We might not see this weak spot, but predators will and do. The MEGAs couldn’t get away with the grift as successfully as they have if writers got smarter.

Which is where I come in. My first revelation is this:

The MEGAs are not the only game in town.

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

We might be gamblers, but we can refuse the grift.

We do have better and smarter options that pay out real money not “exposure dollars.”

The MEGAs have been playing the odds, wagering that writers would fail to see the grift and keep on hitting PUBLISH with the raw enthusiasm of a hamster randomly rewarded with a cheap sugar cube. 

When (or if) a writer complains about never being paid, the MEGA is there to gently remind the writer that the entertainment business is a gamble…which is not exactly a lie.

But it isn’t entirely the truth, either.

The problem is we believe we’re playing Publishing Poker at the BRAND Bellagio, when it’s more like the Content Cup Shuffle run by some shady dude on a street corner. He rooks us in with an “easy challenge” and a quick “win” that keeps the hustle going.

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Image courtesy of oatsy40 Flickr Creative commons

Can we spot the peanut?

Eventually, we’re all hunting for a nut that’s no longer in play—unless you count us, because only a nut would think they could win this game.

The MEGA game (anything paying in only “exposure” dollars) can never be won…because it’s a hustle. The second every creative realizes this and refuses to play, the MEGA house of cards implodes.

Okay, so knowing writing is a gamble, it’s wise to learn how professional gambling operates so we can spot the game from the grift. We can leave Plastic Cup Dude the peanuts and get involved in a real game we can win.

Understanding how to win involves knowing what game to play and with whom. We need our work out there. Writing exposure critical, but we must control the game like pros.

Professional Poker

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Image via Flickr Creative Commons courtesy of Goeffrey Fairchild

See, folks who make a living playing professional poker understand the casino is a means to an end and vice versaPro gamblers don’t let the crystal and marble and all-you-can-eat buffets go to their heads. Flattery is rampant, but the pro shrugs it off.

It’s a distraction.

No professional gambler wins every single game. They also lose. Yet, in the end, the casino profits no matter what because they are in it for the long game. There are enough games going on for it to all work out. Some win, some lose but ultimately the chandeliers are paid for.

The pro gambler fundamentally understands this:

While the House is friendly, the House is not the gambler’s friend. 

The pro gambler always remembers and respects this difference. Yet, the House remembers and respects this as well. The House knows they need the gamblers, and it’s unwise to use and abuse the guests who pay the bills. They need to let the gamblers win.

Greed is a double-edged sword handled with care by both gambler and the House.

Professional Publishing IS a Gamble

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure
Image via Flickr Creative Commons courtesy of Club Paf

Publishers, agents, magazines, and book distributors are not our friend, but this doesn’t make them our enemy either—much like the pro gambler and the casino.

Yet the difference in the street hustle versus the pro game is this:

The hustle is ALWAYS a parasitic relationship (one side works for exposure and the other gets PAID REAL MONEY).

With the pros, it’s a far more symbiotic partnership, with BOTH sides taking calculated risks, playing odds, hedging losses and everyone hoping to win big. BOTH SIDES get PAID REAL MONEY.

Legit publishers appreciate that wins and losses generally balance out over time, so long as they aren’t being stupid. Sure the Big Five give Neil Gaiman the red carpet treatment, because he’s a high-roller.

Mr Gaiman has earned that red-carpet treatment because the House has made serious bank off his work (and even Neil Gaiman started out as a small time player in the beginning). Yet, after years of hard work and calculated risks, Neil Gaiman is a CONTENDER.

Contenders are the household name authors who bring the House enough revenue to cover that newbie who seemed so promising…yet fizzled.

For the pros, it is a game of balancing risk and reward for all.

The rest of us who are NOT yet a contender like Neil Gaiman have a path. We hone our craft, build our audience, build our brand, learn the business of our business.

We work hard and learn to be patient while also being simultaneously relentless….all the while appreciating the deck is stacked against us. Writing exposure vital, but must be done with strategy for the payoff.

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

Unlike 20th century publishing, there’s now more than one road that leads to being a CONTENDER.

There are a number of paths writers can take…but they are all a gamble. Legacy, small press, indie, self-pub, blog-to-book, crowd-sourcing, hybrid, and on and on. Lots of roads and many paths to being a CONTENDER.

This said some paths are not paths. They are DEAD ENDS where WE (writers) are the other white meat. These “paths” are scams. Writing exposure often means we’re just food for the MEGAs’ insatiable hunger for free content.

Writing Exposure: Gamble or Grift? How Can We Tell?

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposureGood question and there are a LOT of grifts going on, which we will systematically tackle in other posts. Today, for the sake of brevity, we’ll talk about the one that burns my tail more than any other and is the most common.

The Blog for Our MEGA & Use Our BIG Name & HUGE Audiences Grift

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

One of the best ways for writers to create a brand and eventually sell books and make money is to blog. That is a fact. How we go about it, however, makes a HUGE difference. MEGA brands, however, as mentioned in my previous post, keep us writing like it’s 1999.

Often a MEGA will come and say something like, “Hey! We saw your post on BLAH and love it! We want to showcase your talent!”

Beware of flattery.

“It’s easy, too!”

Beware of easy.

Often they will come at you with a plan that sounds like sheer genius. We may have blogged to the ether. We are tired and we’d like some help. We don’t want to go it all alone and are looking for some benevolent force to propel us to a new level…and they know that.

The MEGA might say something like:

“We don’t even expect you to write a new post. Why NOT repurpose something you’ve ALREADY written? We can get it to a larger audience. You can still write on your little blog and get our audience too. It’s a favor…really.”

Hmmm, maybe…

“AND you get exposed to our audience which is millions! That and you can link back to YOUR blog and BE DISCOVERED!”

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

Before you get all excited about writing for exposure, ask the next logical question.

How did the MEGA know to contact you in the first place?

Often a MEGA will contact us because our post was doing well enough on its own to get their attention…meaning it can get the attention of OTHERS as well.

The reason this is a grift is the MEGAs know a couple things many writers do not.

First, they understand your content was good enough for people to notice—FOR THEM to notice–and they want to cash in on opportunity. If they can get our work (excellent & FREE bait) on their site, every click on our good work pays THEM MONEY because they’re optimized in a way we can never compete with.

We’re working for exposure while they are paid in cold hard cash.

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure
Image via Jeremy Noble courtesy of Flickr Creative commons. Text added.

Secondly, they understand how search engines work. The MEGAs know search engines like Google penalize for duplicate content.

They know it is impossible for a writer to serve two digital masters.

What this means is that if I post a blog here on my blog and then the same post at Huffington…the bigger SEO shark wins.

In fact, even if I wrote two completely different blogs…bigger SEO shark would likely win because they beat me hands down with SEO (Search Engine Optimization).

I cannot compete with an entity that has tens or hundreds of writers putting out new content daily…short of cloning myself.

Anyone googling my name would be far more likely to find the MEGA and not me. The reader clicking on MY content will also PAY the MEGA and NOT me.

By blogging for exposure I am unwittingly cannibalizing my own brand and earning ability while building the ALREADY RICH MEGA….for FREE.

writing exposure, Exposure dollars, Pexel, Kristen Lamb, writers working for free, writers working for exposure

This is where we get smart about writing exposure. If I would’ve simply kept plugging along with the content that got the MEGA’s attention in the first place, I’d KNOW I was doing something right…because THEY WANTED IT.

I’d have confirmation I was on my way to having my own audience on my own site where eventually I’d make money off ads, books, merchandise, etc.

Sure I’m going to work for free but when I go it on my own, FREE is only temporary.

It’s a gamble. We all know this! I will have to work hard, hone my craft, put in a lot of time and work and posts. I’ll have to take risks, try new things, and build my audience.

But THAT is the gamble NOT the grift 😉 .

What about you? What are your thoughts?

Have you been overwhelmed with social media? Tired? Worn out and all the love gone? Feel like a hamster in a wheel? Ready to get your power back? YOU ARE WORTH BEING PAID! Don’t know about you, but if we can have fair trade coffee, we can also get fair trade fiction, fair trade content. This nonsense MUST STOP!

Time to take back your power! I have some new classes below to help you out and show you HOW to play to WIN, so make sure to sign up.

I LOVE HEARING FROM YOU! And I am NOT above BRIBERY!

What do you WIN? For the month of OCTOBER, for 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, or your query letter, or your synopsis (5 pages or less).

Harnessing Writing Power! THE BLOG October 26th, 7-9 EST and comes with FREE RECORDING. $50 for General Admission, GOLD Option AVAILABLE!

BRAND BOSS! When Your NAME ALONE Can SELL! November 9th, 7-9 EST and comes with FREE RECORDING. $45 for General Admission, GOLD Option Available!

PLOT BOSS! Writing Novels Readers WANT TO BUY! November 16th, 7-9 EST and comes with FREE RECORDING. $40 for General Admission, GOLD Option Available!

 

Today I have on my sassy pants because there’s a messy task ahead. Oh it will be a TON of fun, but messy. We are going to tip over some sacred cows like how fun is evil and misery is awesome.

Granted I am from Texas and have heard stories of those miscreants who’ve sneaked (snuck? snucked?) in under cover of darkness to traipse across pastures littered with steaming cow poo…for the sheer joy of pushing over sleeping bovines.

I, myself, have never indulged in this innocent mischief and remain dubious this “cow-tipping” thing is even real. But supposedly the boogeyman isn’t real and yet–even as an adult–I never sleep with a foot off the edge of the bed.

#AreUCrazy

I can’t see how tipping over innocent cows could be half the fun we hear it is, but I assure you tipping these sacred cows?

LOADS of FUN.

Sacred Cow #1—Fun=Ineffective Time-Waster

Remember being a kid and it was actually okay to have fun? Then something weird happened in adolescence and everything got super serious. Teens of course have hormones and the whole “forging a distinctive identity” thing to blame, not to mention *ugh* high school.

But what is our excuse?

As kids we longed to grow up, to be ADULTS, so we could be…FREE.

About that. We humans are weird.

Give us anything that might liberate us and make life BETTER, and we will quickly turn it into a soul-sucking chore. It is simply astounding all the stuff that is fun…that we RUIN.

Bear with me.

We might start at the gym because we know going for a walk is good for us. We also know the gym is climate controlled so we won’t be able to use rain or sun or wind as an excuse to not get some exercise.

We start walking and feeling better. Yay, lower back feels great. Thirty minutes. Happy endorphins and we are very proud of what we have done.

We bask in the glow of our one month of walking five days a week for thirty minutes. In fact, we feel this self-discipline thing really isn’t so hard at all!

THEN…

A personal trainer notices we’ve been at the gym regularly and steps in to…help.

DON’T FALL FOR IT! IT’S A TRICK!

Sacred Cow #2—TRUST the “Experts”

Mere moments earlier, we felt AWESOME, only now realize how misguided we were. Oh, thank goodness this expert saved us from destruction!

The trainer, deeply concerned for our welfare tells us with all kinds of statistics and studies that our silly walking is not enough.

No, we must add in weight training. Not just any weight training. No, it needs to be high weight low reps. No, high reps low weight. Scratch that, high intensity!

No! You fool! You are overtraining! You need recovery time. Oh, you took recovery time because you can’t sit on the potty without a Life Alert bracelet? You’re just going to have to suck it up.

Did we mention your diet?

Remember, simplicity is KEY.

If you do cardio, eat carbs 90 minutes before aerobic exercise and protein 30 minutes before weight training. Then protein within 90 minutes after doing cardio.

Post-workout, rub your body in coconut oil (unrefined, of course) and stretch but only when Mercury is in retrograde–and within the 123 minute window after cardio–or the stretching and expensive coconut oil all a waste.

Got it? No. Okay, let’s create a plan for you. Mastercard or Visa?

The next thing we know this FUN time at the gym has now turned into a personal hell where we are prodded by macro-nutrients and micro-nutrients all using pointy vitamin-supplement pitch forks.

We cling to that trainer who saved us from our pointless 30-minute walks and toss money at her if only she can help it all make sense (or she will go away)!

More often than not, we return to our blanket fort…where there are snacks.

We adults do this crap ALL THE TIME. Hey I am guilty, too. We know as adults we should want to be better, do better and we start out well-meaning enough.

Yet we fall for it…

Sacred Cow #3—The More It SUCKS the BETTER!

From books on “simple home organization” to “better parenting” to “eating healthier” to “financial freedom” we generally tend to fall into this bizarre belief that the more it sucks, the better it must be.

Like the crappier food tastes, the healthier it is!

Right?

Soon, we start shackling ourselves to all kinds of bizarre and UNFUN legalism. We wanted to be free (of extra weight, too much clutter, too many bills).

Yet all these books and courses and virtual tools to save time and make life better…kinda just make us want to drink heavily and OD on brownie batter.

We soon find we avoid the gym we once loved like Ebola, are afraid of our mailbox, and with our spouse and kids? We turn into the HULK only meaner and in yoga pants (because those won’t split when we “turn”).

THIS IS A SPONTANEOUS SCHEDULED FAMILY FUN SESSION AND SO HELP ME YOU BETTER START SMILING OR I…WILL…END…YOU!

Hmm, maybe just me.

Why DO We DO This?

Much can be blamed on Western culture (Americans being the most guilty). Many of us are taught from youth that FUN=BAD.

We’re riddled with guilt about pleasure and fun (and sure, we can probably blame those sour-faced Puritans for laying the groundwork).

*stabs Plymouth Rock in my mind*

Yet kids are robbed of recess, daydreaming is forbidden, and only school-sanctioned imaginative activities are allowed (refer to why my son was kicked out of preschool for liking zombies). Put a kid in sports, gymnastics or dance and see how long it takes for all the fun to get sucked right out of THAT.

Why does all this happen?

Because fun-stealing is big business if we allow it.

Cruise lines can sell us a package of joy and harmony and relaxation. Then, the pharmaceutical companies step in to sell us the anti-anxiety meds required for taking a whole week off to have…*gulp* fun.

We return to our day jobs and 547 unread emails is our penalty for being so selfish as to believe we might actually need to rest now and again.

Maybe we should buy that app to check messages at sea.

Many Americans proudly wear the “I Haven’t Taken a Day Off Since Y-2K” badge of honor…even though we all secretly hate them and know if they took a little time for fun, they might actually not be such frigging jerks.

*breathes deeply*

And Ms. I Never Take Vaca is there to sneer at us for our “weakness.” She embodies FUN! Because the sheer joy of leading the PTA, baking a zillion nut-free GF cookies, and zooming her kids to every social event imaginable is fulfillment in and of itself and all the “fun” required for “good mothers.”

*stabs her in our minds, too*

And Mr. I Never Need Holiday is there at work (where else?). He recommends the Intensive Weeklong Fasting and Time-Management-Leadership-Be-Your Best-Self-in-Less-Than-Nine-Minutes-a-Day-Retreat…which is of course, conveniently offered on-line.

Also, he can reach us every minute of the day via text or email…unlike when we were so naughty as to take that cruise.

It’s madness. I know!

Yet here we are. All staring at each other on the crazy train wondering how the heck we keep meeting again.

Follow the Money

Honest truth is authentic fun is not near the moneymaker as the “shill” of fun. Look at all those “activities” I mentioned that should be fun and who’s there to step in? Experts.

Who happen to make money.

Who can help us with our exercise, diet, meditation, and train our kids for the Olympics!

***Even though little Mackenzie just liked doing cartwheels and we thought gymnastics class would be fun—silly us!

When we were kids who simply had FUN, we didn’t count how many minutes of cardio we’d done riding bikes four hours straight. We gave no thought to the carbs or lack of macro-nutrients in that giant cherry Slurpee we inhaled.

Then we grew up and used our larger and more highly developed brains to think all the fun out of well…pretty much everything.

I see this over and over in social media.

The greatest tool writers have been handed to become free, is being used to enslave us.

“Experts” tell us that an author platform is serious business. If we’re having fun, then we aren’t being professional.

We need automation and vlogs and podcasts and to be everywhere on every site all the time contributing mind-blowing content for exposure!

*feels dirty inside*

Then there is the gathering emails, decoding analytics, sales strategies, promotional tactics, targeting our market…

Call me crazy, but does any of that sound like ANY FUN? SERIOUSLY! We all started this writing journey because we are the dreamers and find imaginary people more interesting than real ones (because they are). We wanted to write to be FREE!

To have FUN!

Granted, a brand is important and social media is vital, and selling lots of books way more fun than selling no books. But anyone who’s shoveling out manure from one of those sacred cows we tipped?

RUN!

Refuse the Kool-Aid

On social media FUN is SUPER effective. People are drawn to it. The world is a dark and dreary place and getting gloomier by the second. Fun stands out.

Authenticity is priceless! We know it when we see it because joy shines bright!

It creates genuine connections (code for relationships). But here is the kicker! Friendship, trust, care, hope, joy and fun cannot be measured in metrics 😉 .

And when stuff is fun–as in truly fun–we ENJOY DOING IT. When we enjoy it, we don’t have to outsource it, set reminders or pay people to do it FOR us.

I am not completely eschewing all experts because um…that would be dumb. Experts who empower us are great! Who teach us how to set up properly to avoid injury, waste or pain? Yay!

But experts who make us into permanent revenue streams because they’ve overwhelmed us and made us hysterical?

RUN!

Because many will convince us the more something sucks the better it works…but they (benevolently) have an affordable plan to deliver us from this suckage.

Yep.

Blunt truth is if we don’t tip some of these sacred cows, it just leaves us the cash cow.

In the end, life is short. Enjoy it.

What are your thoughts? Are you like me and struggle with fun? Then try to do something fun and overcomplicate it and wreck it? I know I do. Hey, I am a work in progress too!

Do you feel like “experts” are constantly there to pounce on you and wring cash out of you? Do you fall for the “It only works if I am miserable”?

Hey I write this blog for FREE and constantly look for experts, but to stay on top of scm, trends, business, craft, I have to be SUPER careful. I strive to be better to help y’all be better and that is not always easy *deletes 765 unsolicited emails from experts*

I LOVE HEARING FROM YOU! And I am NOT above BRIBERY!

What do you WIN? For the month of OCTOBER, for 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, or your query letter, or your synopsis (5 pages or less).

To also prove social media is and should be super fun and that while you might need a little training, you DO NOT need a team of professionals paid to “manage your brand”:

I have two upcoming classes Social Media FREEDOM–Harnessing Passion & Creativity to Cultivate Fans & Harnessing Our Writing POWER–The Blog

I highly recommend you sign up for one of our upcoming classes listed below. ****Note, those who subscribe by email, the visual gallery doesn’t show, so please click through and sign up! We look forward to seeing you and serving you in class! Helping you be the best you can so your work can stand apart 😀 .

Blurb - Cait Reynolds
BLURB BOSS: Writing Blurbs that SELL BOOKS. $45.00 USD. Friday, November 10, 2017. 7:00-9:00 p.m. EST. Click the image to register!
BRAND BOSS! When Your Name Alone Can Sell. $45 USD. Tuesday, Nov. 14, 2017, 7:00-9:00 p.m. EST. Click the image to register!
PLOT BOSS: Writing novels readers want to buy! $40 USD. Thurs., Nov. 16, 2017. 7:00-9:00 p.m. EST. Click the image to register!
Bad Boys. $45.00 USD. Friday, November 17, 2017. 7:00-9:00 p.m. EST. Click the image to register!

Okay so last time we talked about experts and why we need to be careful who we are listening to. Sure some “experts” are really predators. Others mean well, they just aren’t a good fit for what an author needs.

Here’s a simple truth that a lot of writers miss and this is so fundamental. Marketing and advertising are NOT brand and platform. These are not all synonyms and interchangeable.

Brand/Platform and Marketing/Advertising are distinctively different activities and when writers don’t understand this? They have panic attacks, get overwhelmed and start requesting information on-line for dental hygienist schools while drinking straight from the spout on the boxed wine.

You can do this. Calm down. Breathe.

My expertise is in helping you guys build the brand and the platform. I am NOT an expert on advertising and marketing. I have no interest in being one either. But what can often happen is that writers believe they need marketing and advertising experts when in fact, they are not yet ready for that.

Brand and Platform

Brands can be built any number of ways. In the olden days, brands and platforms for novelists could only be built ONE way. Books. Good books. And the more the better. Since there was no regular interface with an author, the singular interaction one could have with an author was through the stories he/she wrote.

This is STILL the strongest way to create a brand and platform and the reason is this. It takes an average of 12-15 hours of undivided attention to complete a novel. This is a LOT of intimate time with a person. I can’t remember the last time I spent 12-15 hours of undivided attention with my husband or child. This immersion creates a profound intimacy in regards to the feelings a reader has for the author.

One of the reasons that the mega authors don’t have to work terribly hard at social media is they already put in their time through lots and lots of BOOKS. I am finishing the unabridged version of Stephen King’s “It.” This means once I finish I will have spent (just with that one book) FOURTY-FIVE HOURS of time with King (and this is not the first King book I have read).

Thus the successful authors of the pre-digital age came onto the social media scene with an established brand and platform.

And all social media does is help keep that thriving. Ads and marketing also do very well for these authors because they are already household names. One does not have to be an avid reader or member of a book club to recognize the name J.K. Rowling. Walk through any airport and all you see is James Patterson books.

For the author emerging onto the digital scene who cannot already put NYTBSA in front of her name, who does not have an extensive backlist, there is some work to be done regarding building a brand and platform since you don’t have one. This is where I come in.

Other than books, how can you establish a brand (what people think when they see your name) and a platform (people who will eventually be interested in buying books). My training is to cultivate that following (those who know you, your voice, your books) and those relationships (those who care) and you can get all of that in one book, Rise of the Machines. I also offer training to make your books (product) as strong as possible thereby enhancing your BRAND.

BRAND—> WHAT IS IT?

PLATFORM—> THOSE WHO KNOW AND CARE WHAT IT IS

Original image via Wikimedia Commons, courtesy of FEMA

The problem with some “experts” we mentioned last time is they want to skip steps. We can’t blast out newsletters to people who don’t know us let alone care to hear from us. We need to do some relationship building and establish trust and rapport.

This is not something that can be outsourced or automated. We need to do the work. And any expert who tries to skip this fundamental step of brand and platform-building? I’d think twice before handing over money.

Regular companies offering services or products (restaurants, bars, computer services, vegan body wash) can do this, but that is because they have the big budgets to saturate with ads and marketing. Yet, I will point out that most of these ventures fail. When we rely on ad saturation it is expensive and risky.

But we (authors) obviously don’t stop with just the brand (books/blogs) and platform, and this is where experts REALLY come in handy.

If brand is WHAT IS IT? And platform is WHO CARES? Then marketing and advertising are simply magnifying these two things that already exist.

Marketing & Advertising

AHHHHHHH!

As I just mentioned, marketing and advertising can only enhance what already exists. Ads work for Starbucks because there is one on every corner and they have a known reputation.

Marketing works for Kia because people need cars and see Kias on the road all the time. We know what they are. We KNOW what a Starbucks is. We know what Levis are. We know what all these “things for sale” are and probably have formed an opinion or impression…which is why it makes sense to use advertising and marketing.

As writers, will eventually need marketing and advertising and I am here to deliver a simple yet possibly uncomfortable truth.

Money and time are in a reciprocal relationship. The more time we spend cultivating the brand and the platform, the less money we will have to fork out on marketing and advertising. The less time we spend cultivating the brand and platform the more money we will have to fork out in marketing and advertising.

See, when we try to make marketing and advertising take the place of the platform and brand? That can get REALLY expensive.

We can feel free to write the book on our own, never be on social media then hire a marketing team, but the sheer volume of ad saturation it will take to garner attention? That’s gonna cost big.

I love marketing and advertising people, but here’s the deal, they are marketers not magicians. The more we do our part (write books, build a social media following, blog), the more they have to work with. The more people already KNOW us. We get a lot more bang for our buck.

A lot of writers are paying lots of money for these large email lists to blast out newsletters to people who don’t know them and who never signed up to hear from them in the first place.

This has the same ROI as those folks who blast out messages that we have an inheritance in Ghana somewhere if only we will wire five grand via Western Union. Sure, some people DO bite, but you have to send a LOT of emails to get any return.

What then happens is the writer blows through a lot of money needlessly for no real results.

Very often I hear disenchanted authors who gripe the their book isn’t selling because they don’t have the mega marketing budgets of the NY heavy hitters. Here’s the deal though. NYC spends that kind of cash on Stephen King, and George R.R. Martin, and James Patterson because most folks in the Western world recognize the brand.

One doesn’t have to be an avid reader to know Stephen King writes the scary stuff. These authors have a brand and that makes the ads have a good ROI. To do this for an unknown author? Better to pile cash in the floor and set it on fire (my POV).

Thus, when we are looking for experts we will fare better if we appreciate that brand/platform is separate from ads/marketing. There are some really brilliant book marketing people out there and even dedicated experts like Rachel Thompson who teach writers how to do a lot of this for themselves.

She’s also a great person to go to to find those folks with the marketing mojo you need for your book and I strongly recommend checking out her blog Bad Redhead Media.

In the end, remember, experts are great when we find the right ones. The cool part about the digital age is we can look around, make friends and get opinions and referrals from those we trust. And yes, “goofing off” on Facebook or Instagram is platform building. You are forging relationships. Write the books, make the connections and then, once you are ready? These marketing mavens will be happy to dazzle you!

What are your thoughts? Do you have any pressing questions?

I LOVE hearing from you guys!

****The site is new, and I am sorry you have to enter your information all over again to comment, but I am still working out the kinks. Also your comment won’t appear until I approve it, so don’t fret if it doesn’t appear right away.

Talk to me!

And to prove it and show my love, for the month of MAY, 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, or your query letter, or your synopsis (5 pages or less).

***Will announce April’s winner next post.

SIGN UP NOW FOR UPCOMING CLASSES!!! 

Remember that ALL CLASSES come with a FREE RECORDING so you can listen over and over. So even if you can’t make it in person? No excuses! All you need is an internet connection!

BUNDLE DEALS!!! 

Book Bootcamp  $99 ($130 VALUE)

Book Bootcamp GOLD $269 ($430 VALUE) This includes the log-line class, antagonist class, the character class AND a three-hour time slot working personally with ME. We will either plot your idea or, if your novel isn’t working? Fix it! Appointments are scheduled by email. Consults done by phone or in virtual classroom.

Individual Classes with MOI!!! 

Pitch Perfect—How to Write a Query Letter and Synopsis that SELLS! $45 May 25th, 2017

Bullies & Baddies—Understanding the Antagonist $50/$200 (Gold) May11th, 2017

The Art of Character $45 May 18th, 2017

NEW CLASSES/INSTRUCTORS!!! 

Growing an Organic Platform on Facebook $40 May 6th, 2017 Lisa Hall-Wilson is BACK! She is an expert on Facebook so check out her class!

Method Acting for Writers: How to Write in Deep POV $85 for this TWO WEEK intensive workshop with editor and writing instructor Lisa Hall Wilson.

Shift Your Shifter Romance into HIGH Gear $35 May 19th with powerhouse editor Cait Reynolds.

Researching for Historical Romance (How to NOT Lose 6 Hours of Your Life on Pinterest) $35 May 20th

 

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

 

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Any of you who regularly follow my blog know that I am totally out of my mind a bit eccentric. The seed for this brilliant idea was actually planted a couple years ago when I was speaking in Idaho. I have a doctor’s appointment this morning, so I’m taking this opportunity to rerun my all-time favorite post.

Anyway, where was I? Oh yes. Idaho. After lunch, I had to dash to the Ladies’ Room. As I closed the door to the stall, I noticed all the advertising on the back of the bathroom door. This cluttered wall of ads made me think about all the authors spamming non-stop about their books on Facebook and Twitter.

Writers were becoming worse than an Amway rep crossed with a Jehovah’s Witness. I mean, could the author book promotion get any more invasive?

Wait…

Maybe it could *evil laugh*.

I’ve blogged so many times about the dangers of automation and how spamming people is counterproductive. I’ve talked until I am blue about how advertising our books has a terrible ROI (return on investment) and how most people don’t pay attention to it. Ah, but then it hit me. The main reason spam doesn’t work is because people ignore it and no longer “see” it, but what would they see?

Panty Prose—Not Advertising, PADvertising (TM)

We all know that roughly 85% of readers are women, and what do women need? Panty liners. YES, but what do they need more than springtime fresh girl parts? More FREE! books. Indie authors shouldn’t spam about their latest book release or free title on KDP select.

Why?

Because it’s rude? No! Because it is obnoxious? Not quite. Because it smacks of desperation? Not at all. The reason authors shouldn’t spam about their books is because spam is for amateurs.

The real writer of the Digital Age doesn’t settle on blasting out non-stop self-promotional tweets. That is SO 2011. The REAL writer of the Digital Age realizes a captive audience is a a buying audience.

Catch readers with their pants down with Panty Prose.

Panty Prose is perfect for the indie author. Most readers are female and even females need something to read in the bathroom. We at Panty Prose (a new imaginary division of W.A.N.A. International) have teamed up with Always against their will to offer your readers the best deals right in their pants.

Panty Prose not only offers you PADvertising to a guaranteed clientele, but we have all kinds of layouts to suit your PADvertising needs. Technology is your friend with Panty Prose. Put your book where it counts…

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At Panty Prose, we even make it affordable for you to place your face in your reader’s pants…

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As you can see, Panty Prose is inserting your ads into a virgin market begging to be tapped.

Why are all the romance authors hyperventilating?

Anyway, while others might see a protective strip that gets tossed in the bin, we see an unused space to PADvertise your latest novel AND save trees! Instead of throwing away that paper strip, we can print of lines from your book so fans can collect them ALL…

Kristen Lamb, Author Kristen Lamb, WANA, We Are Not Alone
Make Your Readers Want MORE….

Make Your Readers Your Fan for ALWAYS….

Panty Prose is dedicated to keeping women fresh while selling your books. Attending a writing conference? Well, there is a bathroom and everyone knows that even agents can’t hold it forever. They will have to go potty sometime. Why not help them out? Keep them springtime fresh and give them your query. Elevator pitches are for losers, when you can use the Panty Pitch. The Panty Pitch comes in three fragrances, Sonnet’s Eve, New Office Supplies, and Cinnabon.

Panty Pitch:

Save agents time and keep them fresh!
Save agents time and keep them fresh!

Panty Prose for the Published Professional is a smart, savvy way to stand out from all the competition that still is relying on scheduled tweets and auto-DMs. Make an impression that will last for Always.

Okay, okay I’ll stop. You know you’ve reached a whole new level of weird when you spend an entire day Photoshopping your face onto panty liners. But you know I am on to something! W.A.N.A. is dedicated to giving you the evil genius you need for success. Aside from Panty Prose, what other “free spaces” could we exploit for book advertising? You know, to catch those who missed our 23 tweeted links, 6 auto DMs and five form letters.

So what do you think? Has the book spam gotten completely out of control? Are there other ways you can think of that are utterly invasive creative ways to market our books (Keep it PG, Please :D)?

What are your thoughts? And make sure to check out the upcoming classes below! Especially the Book Bootcamp!

I LOVE hearing from you guys!

****The site is new, and I am sorry you have to enter your information all over again to comment, but I am still working out the kinks. Also your comment won’t appear until I approve it, so don’t fret if it doesn’t appear right away.

Also know I love suggestions! After almost 1,100 blog posts? I dig inspiration. So what would you like me to blog about?

Talk to me!

And to prove it and show my love, for the month of APRIL, 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, or your query letter, or your synopsis (5 pages or less).

SIGN UP NOW FOR UPCOMING CLASSES!!! 

Remember that ALL CLASSES come with a FREE RECORDING so you can listen over and over. So even if you can’t make it in person? No excuses! All you need is an internet connection!

Be a Better Hooker (How to Write a Compelling Newsletter)

April 29th $45

In this class, learn how to compose a newsletter that is entertaining and compelling—and all without stealing most of your writing time. Learn how to get your hooks in your readers and keep them until the end.

With a mailing list of over 15K subscribers, mystery/thriller author Jack Patterson will share some of his tips that will spice up your newsletter and get your subscribers opening it up every time you send one out.

BUNDLE DEALS!!! 

Book Bootcamp  $99 ($130 VALUE)

Book Bootcamp GOLD $269 ($430 VALUE) This includes the log-line class, antagonist class, the character class AND a three-hour time slot working personally with ME. We will either plot your idea or, if your novel isn’t working? Fix it! Appointments are scheduled by email. Consults done by phone or in virtual classroom.

Individual Classes with MOI!!! 

Pitch Perfect—How to Write a Query Letter and Synopsis that SELLS! $45 May 25th, 2017

Blogging for Authors $50 April 27th, 2017

Your Story in a Sentence—Crafting Your Log-line $35 May 4th, 2017

Bullies & Baddies—Understanding the Antagonist $50/$200 (Gold) May11th, 2017

The Art of Character $45 May 18th, 2017

NEW CLASSES/INSTRUCTORS!!! 

Growing an Organic Platform on Facebook $40 May 6th, 2017 Lisa Hall-Wilson is BACK! She is an expert on Facebook so check out her class!

Method Acting for Writers: How to Write in Deep POV $85 for this TWO WEEK intensive workshop with editor and writing instructor Lisa Hall Wilson.

Shift Your Shifter Romance into HIGH Gear $35 May 19th with powerhouse editor Cait Reynolds.

Researching for Historical Romance (How to NOT Lost 6 Hours of Your Life on Pinterest) $35 May 20th

 

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