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Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Categorized: Business

promotion, book ads, does advertising sell books, promotion and marketing for books
Image via Flickr Creative Commons courtesy of Ken.

Often, when I mention brand and platform, writers assume I am talking about promotion and marketing (ads). That is not only a false assumption, it can be a fatal one.

When we (regular people) hop onto Twitter, Pinterest, Instagram, Facebook or whatever social site, only to get barraged with book spam, a big reason it annoys us is because the author hasn’t taken time to build rapport, earn our trust, and gain permission to sell us stuff.

I kid you not, I signed in to LinkedIn for the first time in like a YEAR the other day and, in less than an hour, some author sends me PM with a link to buy his book. No introduction or hello or liking my stuff or asking if I had pets…

HERE! BUY MY BOOK!

….sure. Right on that. Nice to meet you, too.

*grumbles* *now remembers why I hated LinkedIn*

When approached this way, the promotion either becomes white noise (invisible), or worse, an irritation (negative branding). Writers trying to create a brand by serving up copious book promotion will create a brand all right.

The brand of self-serving @$$hat.

The sight of the author’s face or book might even be enough to spike our blood pressure. We are far more likely to block than buy.

Why? What went wrong?

For promotion to be effective, we have to understand what a brand actually IS.

If we don’t understand what a brand is, then promotion becomes an exercise in futility. Why? The most effective use of promotion—marketing, ads, contests, etc.—is to extend the reach, visibility of an already existing brand.

Sure, some companies will flood the market (prime the pump, so to speak) to launch a new product, service, business that no one knows about, but this is ridiculously expensive and extremely risky. It’s also being done less and less even by companies who have the cash to take this approach.

Brand is not what it used to be.

As Seth Godin said back when the entire concept of branding was being tipped on its head, ‘A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand.’

Even BIG companies these days are going to social media to create the stories, memories, interactions, sets of expectations, conversations and interactions that—taken as a whole—comprise a brand.

Once the brand is defined, the audience cultivated and a rapport established…THEN promotion and ads can be an asset.

Before all this prep work though?

Fuggetaboutit

The days of dropping tens of millions for promotion and ads are gone. It doesn’t work in our modern culture.

In fact, static marketing and traditional promotion had already begun declining in effectiveness with the rise of direct marketing (junk mail).

The barrier to entry for ‘marketing’ fell away with the invention of cheap laser printing.

This opened up advertising and promotion to companies that didn’t have a bazillion dollars to spend on promotion. Right after the inception of Web 2.0 (birth of social media), this decline in effectiveness compounded exponentially.

Even though experts like Seth Godin (and upcoming experts such as myself) wrote post after post discussing how the nature of brands had changed and promotion had to evolve as well, this didn’t stop the big boys from throwing their weight around.

Because if a crap-ton of expensive promotion had worked for a hundred years or more, why wouldn’t it keep working?

Um, because the world was (is) different. The audience had changed and promotion had to change in order to reach an audience that had long moved on.

Alas, it took losing $10 MILLION advertising on Facebook for GM to learn what they could have gotten off my blog for free. Ads without an established relationship (platform and brand) don’t work.

What’s in a Name?

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Image via Flickr Creative Commons courtesy of Pierre Lognoul

The formula for a brand is simple:

NAME + PRODUCT + EMOTIONAL EXPERIENCE

The last part is critical. In fact it might be the most critical.

Why do you think corporate empires pay so much for image consultants? Sure, Mylan once had a great reputation as a pharmaceutical company until they got greedy and decided to line their pockets at consumers’ expense.

A few years ago, if we heard the term ‘epi-pen,’ we might have experienced good emotions. Oh it is a life-saving drug. Helping kids with peanut allergies. My cousin had an epi-pen and it saved her life.

Nowadays? Different story. Once consumers found out the top execs had been giving themselves HUGE pay raises while hiking the cost of the only ‘known’ drug of its kind from $100 in 2007 to over $600 by 2017? Everything changed.

See, the company had a great product and had managed to create a rapport with consumers and build a relationship founded on trust. But then Mylan good greedy and took advantage of their consumers, which destroyed the relationship, obliterated trust and—in short—destroyed their brand.

No amount of promotion in the world can repair this. Why? Because this is an excellent example of the order of operations: product–> relationship (platform/audience) which leads to–>promotion–>sales.

I use this example to demonstrate that, while product is essential, brand is more than just the product. Promotion can’t take the place of building and maintaining a strong relationship.

This example is also to illustrate how important emotional experiences with a brand can be, that it has never been just the product.

It isn’t just about a book anymore.

Why Are Brands So Important?

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Most of us don’t have time to research each and every purchasing decision and thus, we as consumers, are prone to rely heavily on brands. Brands let us know what to expect.

When we buy Dolce & Gabbana shoes, we expect a certain quality. We go off the name and do far less inspecting and road-testing than we would for a designer/manufacturer we’d never heard of.

We are willing to order ahead of time and pay full price and even ridiculous prices for Louis Vuitton, Ralph Lauren, Prada, Versace, Harley Davidson, Porsche, Tesla, Apple products, John Deer, etc. So on and so forth.

But all of these companies (brands) did the same thing. They began with a solid product linked to a name that promised a unique experience. The name Harley Davidson would be just a name unless it came with a very distinctive type of motorcycle (LOUD).

But a name and a product alone are not enough.

What is a Platform?

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Image via Flickr Creative Commons courtesy of Alex Santosa.

Platform is tethered inextricably with brand. If brand is the product, then platform consists of those most likely to consume that product because they emotionally identify with the brand.

Trust me, Harley Davison is not worried about consumers who love Vespas. Sure, they are both motorized bikes, but they are selling vastly demographics and experiences.

Authors are doing the same.

We know who Stephen King is because of his brand (which is a direct result of his products–stories). Because of his brand (tons of books, screenplays, short stories) we know if we are part of his platform or we aren’t.

If we are the type of reader who loves a riveting women’s fiction? King isn’t trying to court us. Why? We might know his brand, but we are not part of his platform.

Stephen King is not worried about Liane Moriarty and Liane Moriarty isn’t worried about Stephen King. Different products, different audiences.

In the old days, there was only one way to create a brand (and consequently a platform) and that was the books. Lots and lots of books (brand) cultivated a body of people who liked our writing/voice (platform). Today that is still a great plan.

With so much junk floating around, when readers find a writer they enjoy, they stick like glue.

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Image via Flickr Creative Commons, courtesy of Craig Sunter

Consumers (code for readers) still do this. This is one of the main reasons that we need to keep writing. Stop promoting ONE book. ONE book is not enough to create a strong brand/platform.

Remember:

A brand is a collection of emotional experiences.

A platform is simply those who will enjoy that experience.

Modern writers hold the advantage here.

Before the digital age, it was practically impossible to create a brand outside of the books, because the book was the only source of emotional experiences with the author.

Readers rarely had contact with an author beyond the books. Book signings, maybe magazine or radio interviews gave only slight glimpses of the author beyond the book. Today, with social media? That is no longer the case.

Every blog, tweet, podcast, Instagram post, YouTube video, etc. collectively serve to create the overall brand.

Yet, I want to stop here because there are two HUGE problems I want to discuss.

Problem #1: Please, STOP WRITING

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One thing that’s really begun to stand out to me is that far too many writers are…writing. Bear with me. Writers, or authors, are storytellers. Great, you have 80,000 words. That doesn’t mean you have a story.

Writers don’t only write words. We create profoundly emotional experiences…and happen to use words to do this.

Yes, this section is a bit of a segue, but trust me. This small side trip is vital.

I cannot count how many editing samples I receive that are writing, but are NOT stories. This is a BIG DEAL. Authors are in the business of selling stories, not word count.

Let me illustrate, and bear with me. I am riffing this:

Example One (Writing):

Fifi woke up at six in the morning. She reached out her hand to turn off the alarm on her phone, then she pulled off her covers. Sitting up, she put her feet on the floor, stood and walked over to her closet to pick out what to wear today. She caught a glimpse of her auburn hair and peridot eyes in the closet mirror and chose a purple sweater with a gold scarf.

Turning, she walked over to the bathroom, turned the knob and opened the door. Reaching out her hand, she turned on the water, then turned to hang her clothes on the back of the door. Turning back, she stepped into the spray and used her new shampoo, the one that smelled of jasmine and periwinkles.

She washed her long hair twice, because the directions said so, and followed with a deep conditioning treatment because she needed the extra three minutes to go over all she had to do at her new job in customer service at MyNet today.

Example Two (Storytelling):

The ear-splitting blare of a foghorn dragged Fifi from Chris Evan’s embrace right as he was about to kiss her. She did everything she could to remain in the dream, the one where Captain America had somehow fallen madly in love with the newest customer service representative for MyNet, but it was no use. Fifi reached for Cap one final time, and a split second before she could plant one on him…Cap was crushed by an ocean-liner that fell from the sky.

She bolted up in bed, now wide awake and wondering if she was now scarred for life.

Poor Cap.

Cursing, she rifled through her duvet and through the piles of clothes on the floor. She had to find her phone and turn off that god-awful noise before she lost it. A fog horn? Why on earth had she chosen a fog horn?

Then that small, annoyingly responsible voice in her head reminded her how she’d slept through the Zen wind chimes, the less-Zen piano riffs and the birdsongs? Why had she even bothered? It was either the fog horn—turned up to max volume—or be fired two weeks into her new customer service job at MyNet.

Product MATTERS

Example One is writing. A lot of words and nothing happening. Were any of you hooked? TONS of stage direction.

Hint: We all know how the whole ‘door opening thing’ works. We don’t need a ‘writer’ to tell us she reached out her hand, turned the knob and opened the door. 

Sure, this is GREAT for making a daily word count that makes us feel all productive, but this is a section of words, NOT a sample of a story.

Stories are about people who have PROBLEMS. Plots are how the core problem (and all the smaller related problems) are solved. Stories are about beating the odds, overcoming adversity.

Our modern world is being BURIED in ‘books’ with more filler than a dollar menu burrito. We’ve got to do BETTER if we hope to stand apart.

Problem #2: Too Good to Mingle with the Masses

I cannot tell y’all how many ‘writers’ I encounter who do not want to do social media…at all. When I mention how vital a platform is, how we need some form of a grassroots movement of people vested in our success, they dismiss me with a knowing smile.

They explain how they already have budgeted for ads, marketing, and promotion. All of this, obviously, will be automated so they have time for ‘more important activities’ than authentically interacting people they want to buy their books…

*stabs self*

Here’s the problem with this line of thinking.

Let’s even assume the book is better than unicorn tears. This isn’t 2001. Ads are so ineffective the print medium has almost gone extinct. The reason ads are ineffective is for a number of reasons.

First, back before 1990, the barriers to entry were so cost-prohibitive only the major players got a voice (we’ve mentioned this). If you opened a magazine, it was pretty much the same brands—big ones with lots of money.

With web 1.0, one had to know how to write code or have the cash to hire someone who knew how to write code. Again, only brands with a lot of capital could even have a website. Only whales had the cash to pay some I.T. nerd to code an ad or code an on-line promotional campaign.

This, again, meant the players were limited.

Fast-forward to 2019. There are web design sites so easy my mother (who was once afraid she’d delete the internet) can build her own site for less than $100. We can use Canva and PicMonkey to make our own ads for free.

Everyone is on social media for free. Zillions of writers are published because there are no gatekeepers. With some free/cheap software and time?

Bada bing bada boom…published author.

This said. After NINE years of book spam, why is anyone still considering spamming people as a viable plan?

After NINE years of writers killing themselves in a race to the bottom (who can give away the most stuff for cheap or free), why is anyone considering solely relying on marketing, ads, promotion and automation?

When was the last time you bought a book from someone who filled your favorite Twitter hashtag with automated ads for their book? Name a book you bought from a person who, minutes after accepting a friend request, PMed you a link to buy their book. Or posted an ad on your page.

#NotRudeAtALL

Promotion: Skip Steps at Your Own Risk

I’ve been around since before Web 2.0 was born. I’ve grown this blog from three hundred visits a month to three million a month.

And I’m not saying I’m anything special. I really should have named my first book I Did All the Dumb Crap So You Don’t Have To. But, suffice to say, I’ve stuck it out long enough to reasonably claim to know a thing or ten.

When I started out, we’d entered an entirely new world of communication, one humans had never experienced…EVER.

There were no rules when it came to the Internet. But, as I learned over time, there were actually rules all along. Why? Who uses the Internet? HUMANS. Social media platforms come and go, trends change, gimmicks skyrocket and then crash…but people don’t change.

Humans still want a good story. They wanted it when Shakespeare was all the rage and they want it now. Humans don’t like people who only pop by to chat when they want something (money). They didn’t like that crap in 1919 and don’t like it in 2019.

Thus, if we get target fixation (learn ALL THE THINGS about promotion) we risk ignoring the factors that truly matter—quality of the book, establishing a platform, choosing the right place to find and cultivate OUR unique audience, etc.

Just because Instagram is all the rage right now does NOT mean it’s a good fit for you, your books, or your brand. Sure, it MIGHT be popular, but it doesn’t mean your potential audience hangs out there.

The prudent author takes time to learn about the various mediums, define their ideal audience, and then plan accordingly. This is how effective promotion has been done for decades.

It’s why fashion magazines and blogs don’t reach out to advertisers pushing synthetic motor oil, racing tires, or laser-guided saws (or vice versa)

Working Smarter NOT Harder

Once we realize promotion is only something we can do effectively AFTER a lot of other steps in this process, it’s easier to relax. We know what to do and in what order and what should take priority.

History and massive amounts of data have demonstrated time after time that ads and marketing (alone) don’t sell books. Never have and never will.

When we understand WHY (read this post) and fully appreciate that books are a wholly unique product that requires a different approach than, say…organic dish soap, we can begin working more effectively.

If we appreciate the distinction between brand, platform, promotion, marketing, etc. then we work smarter, not harder and use resources wisely. Yes, feel free to do the ads and the marketing, just know that it isn’t a Golden Ticket.

If you’re curious about learning more on this topic, February 21st, I’m teaching Social Schizophrenia: Building a Brand Without Losing Your MIND. We’ll go over all the platforms, what each one does, how to use them, and how to determine which is the best fit for finding and growing your audience. Use the code #BlogLove for $15 off.

My goal has always been to help writers do what they love. Y’all can’t write for a living without that platform and a powerful brand that drives sales.

So let’s make a LOVE CONNECTION 😛

And for those who love the weird stuff, I’m teaching A Ripple in Time: Mastering Non-Linear Plotting this SATURDAY.

***All classes come with a free recording.

THANK YOU SO MUCH for your enthusiastic support! Y’all ROCK! I LOVE HEARING From YOU!

Comments, questions? Are you tired of being told you need to be on every social site all the time? Do you just want to get back to writing STORIES? Does the idea of promotion and ads make you hyperventilate?

What are your thoughts?

JANUARY’S AWESOMENESS (CLASSES)

Self-Publishing for Professionals

Taught by USA Today Best-Selling Author Cait Reynold’s on Friday, January 11th 7-10 PM EST PLUS EXTRA GOODIES ($100 for THREE hours of training plus bonus material). The LIVE class has passed, but the recording and bonus material is available with the BUNDLE.

The Business of Writing

Taught by Kristen Lamb on Saturday, February 2nd 1-3 PM EST ($55)

***GET ALL THREE (Self-Publishing for Professionals Jan. 11th, The Business of Writing Feb. 2nd & Pitch Perfect Feb. 7th) IN THE PUBLISHING TRIPLE THREAT BUNDLE for $155

Story Master: From Dream to Done

Taught by Kristen Lamb, Saturday, January 12th, 1-3 PM EST

Social Schizophrenia: Building a Brand Without Losing Your Mind 

Taught by Kristen Lamb, Thursday, February 21st, 7-9 PM EST ($55 General Admission/ $195 GOLD)

Yes, I will be teaching about Instagram in this class.

A Ripple in Time: Mastering Non-Linear Plotting

Taught by Kristen Lamb, Saturday, January 19th from 1-3 PM EST $55

Harnessing Our Writing Power: The BLOG!

Taught by Kristen Lamb, Thursday, January 24th 7-9 PM EST $55 General Admission/ $195 GOLD

Fiction ADDICTION: The Secret Ingredient to the Books Readers CRAVE

Taught by Kristen Lamb, Saturday, January 26th 1-3 PM EST $55

SALES: For Those Who’d Rather Be Stabbed in the Face

Taught by Kristen Lamb, Thursday, January 31st 7-9 PM EST $65

The Business of Writing

Taught by Kristen Lamb on Saturday, February 2nd 1-3 PM EST ($55)

Pitch Perfect: How to Write a Query Letter & Synopsis that SELLS

Taught by Kristen Lamb on Thursday, February 2nd, 7-9 PM EST ($55)

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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Those who’ve followed my blog long enough know I’m no fan of the Schrodinger’s Writer Game. Is the writer real or unreal? What IS a real writer?

For ages, we quibbled that a real writer had an agent. A real writer scored a legacy publishing deal. One had to pass the NYC gatekeepers to be a real writer.

On and on and on.

Now that writers no longer regard self-pub and indie as publishing mutations that escaped an Amazon basement (mostly), the debate has lost heat.

Publishing existentialism is soooo 2013 *flips hair* .

Yet, I wonder if this new publishing paradigm is hurting more than helping. And that is a hard thing for me to say since three of the five books I’ve published never would have made it to print if legacy remained the only model.

Even though I signed with one of the most prestigious literary agencies in NYC (in 2012), the big publishers regarded a book on author branding and social media with as much enthusiasm as Ebola.

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA

Maybe I was ahead of my time. Perhaps the stars were not in alignment. It doesn’t matter.

The only thing I know is that I would never have become a “real” writer without the other forms of publishing. Indie and self-pub are highly effective for “test marketing” new concepts, voices, and genres.

Alas, despite so many incredible benefits, I’ve been around long enough to see the long-tail. How has the digital age changed the WRITER? Some changes have been for the good. Others? Don’t bode well for our kind.

Before anyone gets their knickers in a twist, full disclosure. I might have a finger pointed at y’all, but I also have THREE pointed back at myself.

Entropy is alive and well. We all slip if we fail to maintain vigilance. Excellence is tough, and can be easily mistaken for the shill…perfectionism.

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA
Um…OUCH. *hangs head*

A REAL Writer WRITES

Seems so simple and yet, it is the hardest part of what we do. I know social media is a powerful tool. TRUST ME, it is why I wrote a book about how to do it well.

I wrote Rise of the Machines: Human Authors in a Digital World to be evergreen so a writer could build a brand that actually sold books…and have time to do the most important part of our job. WRITE MORE BOOKS.

Write BETTER books.

My premise was that, if writers understood people—what makes them tick—then branding and social media is a piece of cake. Why? People don’t change.

Read Shakespeare or look up your ex if you don’t believe me.

If, however, we writers had to keep up with every time Google tooted a new algorithm, or InstaSnapFace added a gizmo? We’d burn out. Writing good books was tough enough without adding fruitless distractions.

I find it comical and depressing that in 2008 I had to BEG writers to even use email. Facebook was the devil and “nobody blogged anymore.” These days? It seems like writers contribute more word count to book spam, current events ranting, and pointless Facebook fights than to their novels.

November is the only month I can count on seeing writers actually WRITING a novel.

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It’s as if we’ve caught digital ADD and have the attention spans of a fruit bat on crystal meth. With self-publishing being an ever-present option, deadlines don’t mean what they used to. Might not mean anything at all, actually.

The modern writer must be extremely self-disciplined. I’d venture to say the modern writer has to be even MORE self-disciplined than 15 years ago, because there is no agent that will drop us or publisher who’ll hand us a pink slip if we tweet more than type.

The point I want to make here is that the self-discipline required to set aside all other fun and chores to actually finish a book or novel is ridiculous. Rank it up there with running a full marathon or competing in triathlons.

But too many “writers” are playing writer.

A REAL Writer Has High Standards

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Years ago, when I started blogging, I was unpopular (and probably still an acquired taste). In the early years, I was hard—really hard—on writers, especially anyone who wanted to take a nontraditional path. Our work had to be as good if not BETTER than anything coming out of NYC.

Indie and self-publishing could offer us a lot of benefits, but we needed to take the new powers we’d been granted seriously. Many writers did, and that is exactly WHY these routes have thrived.

Thing is, I’ve been editing since before the Kindle was invented, and have witnessed a steady decline in the overall quality of writing. What writers deem acceptable to turn in as their best.

Case in Point

I regularly run editing specials so writers can get professional feedback on their stories. This saves time and aggravation for a number of reasons.

For instance, a writer might be fixing something that isn’t even broken (description) while ignoring serious problem areas (no plot). Or, a writer may possess talent, but be WAY too green to even consider querying let alone publishing.

The story might be nebulous when it comes to genre, or breaking genre rules in unforgivable ways.

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YES, unforgivable ways (like making the love interest the main villain in a category romance). I get many folks don’t care for words like “rules” but rules exist for a reason.

RULES help us sell more books.

If we have no idea what genre our book even is, how do we sell it? How can we connect it to readers? FYI, rules also keep readers from hurling our books across the room.

Yet, the same people who grouse about rules and constraints are often the same ones complaining to me about lackluster book sales.

I’ve been running my pages contest (for comments) for ten years now. I’ve discovered no less than six writers with talent who I then connected to agents I knew (who then scored these writers contracts). I do the same sort of scouting with my editing specials.

If I see REAL talent and promise? I pass it to an agent (*makes note to ask for commission*). The problem? These days I am lucky if a writer takes time to properly punctuate. I can’t even make it to the STORY because the grammar issues alone are giving me seizures.

This is a craft.

It’s a profession, not a playpen.

A REAL Writer is ALWAYS Learning

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Come on….LAUGH! Lighten up 😛 .

Writer Unboxed, Jane Friedman, Angela Ackerman and Becca Puglisi over at Writers Helping Writers , Joanna Penn at The Creative Penn, Icy Sedgwick’s Blog, Anne R. Allen’s blog, and Elizabeth Craig’s blog are GOLDMINES of information and professional help.

I can never thank all of these people enough for how much they helped ME in my developmental years. How they CONTINUE to inspire me and help me grow as a professional.

When I decided to become a “real” writer myself back in the dark ages, publishing hadn’t changed since radio shows were the hottest form of entertainment. Seriously, publishing had NOT changed in almost a century. The formula was exactly the same.

Write, query, get rejected, drink heavily, question one’s existence, and try harder. Repeat this process enough and eventually the “publishing gods” might grant favor.

Might.

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA

I remember breathlessly waiting for the new Writers’ Digest Magazine to hit shelves and hope the magazine was covering something salient to what I wanted to learn or write. I collected dogeared magazines in binders. Gathered photocopied articles, punched holes in them and added them to my resource list.

A REAL Writer Studies

I bought and read every craft book I could find. My personal favorites include (but are not limited to) Les Edgerton’s Hooked, James Scott Bell’s Plot & Structure, Larry Brooks’ Story Engineering, Christopher Vogler’s The Writer’s Journey: Mythic Structure for Writers, Blake Snyder’s Save the Cat, Aristotle’s Poetics, David Mamet’s Three Uses of the Knife: On the Nature and Purpose of Drama , Jack Bickham’s Scene and Structure, Steven Pressfield’s The War of Art,  and Donald Maass’ Writing the Breakout Novel.

Before Web 2.0, the only way an unpublished “aspiring writer” had a hope of connecting with the pros was to sacrifice and save money to attend a conference. The Internet wasn’t bursting with quality blogs, affordable classes, and on-line conferences or Gabriela Pereira’s amazing DIY MFA.

If we wanted to learn from professionals, the price of entry started at around $500. Unless one went for the Old School M.F.A. and that cost the same as a CAR. Yet now that it’s finally affordable and the quality is INCREDIBLE, how much do we take this treasure for granted?

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Now that becoming a “published author” is so easy anyone can do it, how hungry are we to learn more about the craft? How much time and money are we investing in being better…or even the BEST writers?

Not investing in being the best at marketing or promotion, or in learning how to sell books using InstaSnapFace, but the best at telling an amazing story.

How much has Web 2.0 made us comfortable, complacent, or dare I say…lazy?

A Real Writer is ALWAYS Reading

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA

So many of the samples I’ve received over the past two years have left me shaking my head wondering if the contributor has ever even read a book. Not only craft books but novels IN the genre they’re writing and—God help us all—the genre where they are publishing.

I get it. I’m mean and cruel.

I can live with that.

Yet, I cannot for the life of me imagine how anyone could be an avid reader and yet have NO idea how to use the most basic punctuation.

And bear with me.

I understand there are writers with learning disabilities, dyslexia, etc. and we all rely on editors for where we’re weak (and even where we’re strong). We become so immersed in a work we cannot see the forest for the trees and need fresh eyes (skilled fresh eyes).

This isn’t what I’m talking about. I’m referring to a blatant disregard for the craft.

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA
Yep. This has been me.

Because in samples with poor grammar or spotty punctuation, I should at least detect a STORY if this is ONLY a result of being new. In fact I’ve run across samples where authors were weak in technical areas, but showed real promise with a strong storytelling voice.

I was willing to invest in developing these writers (and still do) because a) voice usually is a sign the person has at least inherent talent and b) and voice demonstrates a person who might be new, but who READS.

They’re willing to honor the profession.

Though loathe to mention this, it is not uncommon for me to encounter writers who want to be mega-authors yet will loudly boast they never read books (and don’t even like reading). Brag about never reading craft books.

***So who wants to hire an attorney who brags he’s never read a law book? Just uses Google, trial and error, and is really great at advertising. No takers?

This is, in large part, why traditionally published authors suffered such horrific apoplexy in the emerging years of self-publishing. One can only take the likes of John Locke comparing books to cheap cheeseburger so many times before we SNAP.

(Granted, Locke made a sound business point—and a small fortune—and good for him and his success.)

Yet, how much has this mega-capitalization diminished novels as art? We’ve lowered the bar so low most of us no longer can see if one exists. A bar (standard) that once required heroic efforts to hurdle, now? Doesn’t even register as a speed bump.

A REAL Writer Owns It

writer, what makes a real writer, Kristen Lamb, writing, how to be published, how to sell more books, writing fiction, how to write fiction, how to write non-fiction, best blogs for writers, publishing, the business of writing, DIY MFA
Aaand…this had been me, too.

Excuses are for hacks, poseurs and amateurs. Just so y’all know, this is what I say to myself when I hear excuses tumbling from MY lips. So I am no harder on you guys than I am on myself. I don’t serve anything I won’t eat.

Yes, life is hard and things happen. Trust me, I get it. For those who don’t know, I’ll be brief. In 2012 I had a very large (but aging) family. We had to RENT space large enough to fit us all. It’s now 2018 and I can count on one hand who’s left.

And you should have seen some of the pity parties I’ve thrown.

To be clear, I’m not minimizing. Being a caregiver for terminal loved ones is brutal. Death is painful. Losing a job can crack your world in two. Grief and loss should be acknowledged and tended with the greatest care.

But I’m all about transparency and so I’ll be honest.

I’ve often used my losses as an excuse to hide, my pain as permission to be a pessimist. I spent a long time being—feeling—completely discouraged and STUCK with no clue how to get UNSTUCK.

But I’ve learned two crucial lessons in my journey from wanna-be-amateur-know-it-all-hack to being a professional. The lessons?

1) Never underestimate the power of showing up.

2) You can’t DO THIS alone.

No, I didn’t have the answers and was hurting but I kept showing up on-line (W.A.N.A.Tribe sprints mostly). There, I had accountability. There were other writers I could encourage or who could even encourage me. I wouldn’t have made it without this strong support system.

In the meantime—in the middle of the pain—I kept reading craft books, kept reading authors in all genres, writers far more skilled than I was. Even when it felt like pulling frog’s teeth, I kept blogging, studying, kept doing SOMETHING trusting one day…I’d wriggle free.

Pain isn’t permanent and I knew one day I’d heal enough to use it. But I HAD to stay in the game, even if it meant being stationed at the @$$ end of literary left field.

Real writers make mistakes. We fail. A lot.

If you aren’t failing, it means you’re not doing anything interesting. You’re taking up space.

But, while we screw up…we OWN that we screwed up. We admit when we could have done better, then we do.

Part of being a REAL writer goes beyond never giving up. We must evolve and grow and learn and improve and that only comes with humility, hard work, and (if we have any sense) professional training. Oh, and a TON of practice. Writing stories. Finishing them.

What This ALL Means

There is nothing wrong with writing for fun, for a hobby. That’s what I do with drawing, painting, knitting and crochet.

Dr. Who’s “Empty Child” via K. Lamb.

It’s play, a release. But I’m not expecting people to buy my art or my scarves. We need to make a choice. Are we in or out? Stop griping about Amazon and algorithms and how it was so much more awesome before Amazon. Value those who are taking time and investing resources to make us better.

Roll up our sleeves and the DO THE WORK.

I believe in you guys and I know this transition in publishing has been NO cake walk. There have been times even I wanted to throw in the towel. But most of being successful in anything takes place in the mind because the mind forges the will and will is what yields results. Keep your eyes on the art and remember who you are.

You are a REAL WRITER. It’s a CHOICE.

Now go check out some of those incredible blogs I linked you to and treat yourself to some books or classes. Sure, I’d love you to take our classes (listed below and on classes page). But, if I’m not offering what fits your needs, go check out the other people I linked to. They’re the best of the best. Invest in yourself for a change.

The kids can wait 😛 .

What Are Your Thoughts?

Have you grown jaded over the past several years with the changes in publishing? Feel like it doesn’t mean much of anything to be “published writer”? Have you found yourself steadily lowering your own bar without even realizing it? All because it seems TOO MUCH? Hey, I have. No shame here.

Are you excited to get back to writing as a craft and an ART?

I love hearing from you!

What do you WIN? For the month of AUGUST, 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).

UPCOMING CLASSES! Scroll down or click over to the Classes tab.

NEW CLASS! Beta readers are crucial, but how do we find good ones…when they are pretty much as rare as unicorns? Cait is teaching a class on that TOMORROW NIGHT.

***Remember all W.A.N.A. classes come with a FREE recording included in purchase price.

Go Fish: Finding the Right Beta Readers

beta readerInstructor: Cait Reynolds
Price: $55.00 USD
Where: W.A.N.A. Digital Classroom
When: Friday, August 24, 2018. 7:00-9:00 p.m.

REGISTER HERE

Whoever said that writing a book is a solitary job is an idiot.

It takes a village (or at the very least a Facebook group, some friends, and possibly a bottle of wine) to write a book. As writers, we need other writers…and non-writers. But, how do we find the right mix of people to support us? What do we do when they don’t? How do we communicate what we need effectively to beta readers and crit partners? And what the heck is an alpha reader?

What’s more, how do we take the feedback from beta readers and use it correctly?

It’s all too easy to fall into the trap of spinning our wheels on endless edits of the draft of the first draft, to react big and badly to criticism, or to drown in the obligations of reciprocating beta reading for our seventeen new best friends and their manuscripts.

Fear not! This class is going to show you how to hunt down beta readers like big game, befriend them in a way that puts Dale Carnegie to shame, and create long-lasting, mutually-beneficial beta and crit partnerships that are so Hufflepuff/Gryffindor, it makes my Slytherin soul cringe.

This class will cover:

  • Wherefore art thou?: Where to find beta readers;
  • Alpha betas, beta betas, omega betas: The different types of beta readers, and why we need them;
  • Fish or cut beta: What to do when a beta reader relationship isn’t working – fix, fight, or flight?
  • I’m looking at the beta reader in the mirror: Are you the best beta reader you can be, and why improving your own skills will make you a better writer;
  • Gospel vs. grain of salt: How to balance thoughtful consideration of critique with Pavlovian instant tweaking, and why beta readers should never be the one holding the map on the hike.

A recording of this class is also included with purchase.


MORE CLASSES!

(Check out our page of current classes!)

Also, a small house-keeping note: if you’d like to see more of our shenanigans, check out our video page


When Your Name Alone Can Sell

Instructor: Kristen Lamb
Price: General Admission $55.00 USD/ GOLD Level $175
Where: W.A.N.A. Digital Classroom
When: Thursday, SEPTEMBER 13th, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

LEARN TO BE A BRAND BOSS!

All authors need a brand, so this class teaches how to locate and cultivate your audience into passionate fans who BUY YOUR BOOKS!

How can you grow your platform and turn your name alone into a bankable asset? Not as hard as you might have been led to believe.

You DO NOT need to be a tech guru/mega-high-pressure-sales person to excel at this. In fact, best you aren’t.

Yet, the reality is that in the digital age of commerce, consumers rely on brands more than ever in human history. They’re overwhelmed and we can help them out….by finding US.

Consumers (which is code for readers) buy from who they know, like and trust. In a sea of infinite choices a powerful NAME is a tremendous asset.

Can you say “James Patterson”?

The single largest challenge all writers face in the digital age is discoverability and connecting with our audience is a challenge but nothing we can’t handle.

This class will address:

  • What is a brand? How to make one uniquely your own.
  • How to BE YOU! You’re a writer, not an insurance salesman!
  • Harness your imagination & creativity for better results (No one likes SPAM, so don’t serve it!).
  • How to use this information to locate, engage and cultivate an audience.
  • Myths about exposure.
  • Common scams that will wreck your brand and earning ability.
  • Why most promotion is a waste of money.
  • A list of expensive and not-so-bright ideas for reaching readers.
  • Knowing when and HOW to promote.

Overall this class is about working smarter not harder. This class is to teach you to think strategically so all energy is focused. Sure, we have to hustle, but why not hustle and there be an AUTHENTIC PAYDAY for all that hard work?

GOLD LEVEL AVAILABLE: This is you working with me (Kristen Lamb) for 90 minutes building, defining, refining your brand and putting together a PLAN! Time is money and professional consulting saves BOTH.

****A FREE recording is included with purchase of this class.


More Than Gore: How to Write Horror

Instructor: Kristen Lamb
Price: $40.00 USD
Where: W.A.N.A. Digital Classroom
When: THURSDAY, August 30th, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

Humans have always been fascinated with what scares them which is why horror fiction is a staple genre. It is also, quite possibly, the most challenging genre to write. Giant bugs and chainsaws just don’t get the screams they used to.

Blood, guts, gore and shock factor are low-hanging fruit (and always have been) and worse than that? They simply don’t have the impact they used to.

Audiences are too desensitized. This means we need to work harder to dig in and poke at what REALLY frightens/disturbs people.

Though this genre is extremely challenging to write well, there is an upside. The horror genre lends itself well to the short form (novellas and short stories).

Believe it or not, some of our staple horror movies–and the BEST horror movies—were actually adaptations of short stories and novellas (1408 by Stephen King and Hellbound Heart by Clive Barker being two examples).

Meaning, if you want to go Hollywood? Hollywood loooooves horror.

In this class we will cover:

  • The science behind fear and why people crave it. Why fear is even healthy!
  • Psychology of fear, thus how to locate the pain points.
  • Why audiences are craving MORE horror (Yes, this actually does go in cycles).
  • The different types of horror fiction.
  • The importance of character in horror.
  • How horror can actually resonate much like literary fiction.
  • How to generate page-turning tension that will leave readers with a story they can’t stop thinking about…and that might even give them nightmares.

A recording of this class is also included with purchase.


Keywordpalooza: Tune in, mellow out, and learn to love keywords for Amazon

Instructor: Cait Reynolds
Price: $55.00 USD
Where: W.A.N.A. Digital Classroom
When: Friday, September 7, 2018. 7:00—9:00 p.m. EST

REGISTER HERE

It’s one of the universe’s great mysteries… the same word can both boost and drown your book in a category (mind BLOWN, man!).

Keywords also seem to evolve every five minutes…or are we the one evolving, like a butterfly having a dream of SEO (trippy, dude!)? Like gravity and Jane Fonda’s hair in ‘Barbarella,’ the popular rules for using keywords value over-inflation and the slavish following of fads.

But, like Talbot’s tweed and mother’s pearls, certain marketing strategies and techniques are enduring classics that stand the test of time. They’re not flashy like bellbottoms, nor do they yield dramatic overnight results like ironing your hair. Yet, ignore trends, and we risk getting left behind…kind of like buying electric typewriter ribbon because that whole ‘computer word processing’ thing will never take off.

This class won’t just help you turn on, tune in, and drop out of the keyword rat race. We’ll also cover:

  • Fully body contact SEO: when and where to use keywords, and what publishers know that you don’t;
  • Fantastic keywords and where to find them: which websites, lists, search engines, and Magic 8 Balls yield the best keyword research results;
  • Mix and match like a Parisienne: no, seriously, how to mix consistent ‘classic’ keywords with the latest trends like a Frenchwoman wears a crisp white shirt with this season’s Hermes scarf;
  • Same bat genre, same bat book, different bat keywords?: learn the differences between keywords for ebooks, print, and audio;
  • And so much more!

A recording of this class is also included with purchase.


Building Planet X: Out-of-This-World-Building for Speculative Fiction

Instructor: Cait Reynolds
Price: $55.00 USD
Where: W.A.N.A. Digital Classroom
When: Saturday, September 8, 2018. 10:00 a.m.—12:00 p.m. EST

REGISTER HERE

Speculative fiction may be a way of seeing the world ‘through a glass darkly,’ but it can also be one of the clearest, most pointed, and even most disturbing ways of seeing the truth about ourselves and our society.

It’s not just the weird stuff that makes the settings of speculative fiction so unnerving. It’s the way ‘Normal’ casually hangs out at the corner of ‘Weird’ and ‘Familiar.’

But it’s trickier than it seems to get readers to this intersection without letting them get bogged down in the ‘Swamp of Useless Detail’ or running them into the patch of ‘Here be Hippogriffs’ (when the story is clearly about zombies). How do we create a world that is easy to slip into, absorbingly immersive, yet not distracting from the character arcs and plots?

This class will cover:

  • Through the looking glass darkly: How to take a theme/issue/message and create a world that drives it home to the reader.
  • Ray guns and data chips: The art of showing vs. telling in world-building.
  • Fat mirror vs. skinny mirror: What is scarce in the world? Valuable? Forbidden? Illegal? What do people want vs. what they have vs. what they need?
  • Drawing a line in the sand: What are the laws, taboos, limits of this world? What is unacceptable to you/the reader/the character? How are they the same or different, and why it matters.
  • Is Soylent Green gluten-free and other vital questions: All the questions you need to ask about your world, but didn’t know…and how to keep track of all the answers.

A recording of this class is also included with purchase.


Populating Planet X: Creating Realistic, Relatable Characters in Speculative Fiction

Instructors: Cait Reynolds & Kristen Lamb
Price: $55.00 USD
Where: W.A.N.A. Digital Classroom
When: Saturday, September 8, 2018. 1:00—3:00 p.m. EST

REGISTER HERE

It’s a time-honored tradition in literature to take an ordinary person out of his or her normal life and throw them into a whirlwind of extraordinary circumstances (zombies/tyrants/elves/mean girls optional). After all, upsetting the Corellian apple cart is what great storytellers do best.

It’s also that very same ordinariness and normalcy that first gets the reader to identify then empathize with the characters and stick with them (and the book) through to the end.

But, what do we do when…

Our ‘ordinary’ protagonist lives with a chip implant and barcode tattoo, and our antagonist happens to be a horde of flesh-eating aliens…or a quasi-fascist regime bent on enforcing social order, scientific progress above ethics, and strict backyard composting regulations (those MONSTERS!)?

How the heck is the reader supposed to identify with that? I mean, seriously. Regulating backyard composting? It would never happen in a free society.

This leaves us with two challenges in creating characters for speculative fiction: 1. How to use the speculative world-building to shape the backgrounds, histories, and personalities of characters, and 2. How to balance the speculative and the relatable to create powerful, complex character arcs.

This class will cover:

  • Resistance is futile: What does normal look like for the characters? What’s different or strange, and how to get readers to accept that retinal scans and Soylent Green are just par for the course.
  • These aren’t the droids you’re looking for: What are the discordant elements around the characters? What are their opinions about it? What are the accepted consequences or outcomes?
  • You gonna eat that?: Whether it’s running from brain-eating zombies or fighting over dehydrated space rations, what is important both physically and emotionally to the character? What is in short supply or forbidden?
  • We’re all human here (even the ones over there with tentacles): The basic principles and techniques of creating psychological touchpoints readers can identify with.
  • Digging out the implant with a grapefruit spoon: In a speculative world, what are the stakes for the character? The breaking point? The turning point?
  • And so much more!!!

A recording of this class is also included with purchase.


Beyond Planet X: Mastering Speculative Fiction

Instructor: Kristen Lamb
Price: $55.00 USD
Where: W.A.N.A. Digital Classroom
When: Saturday, September 8, 2018. 4:00—6:00 p.m. EST

REGISTER HERE

Speculative fiction is an umbrella term used to describe narrative fiction with supernatural or futuristic elements. This includes but it not necessarily limited to fantasy, science fiction, horror, utopian, dystopian, alternate history, apocalyptic fiction, post-apocalyptic fiction.

Basically, all the weird stuff.

Gizmos, gadgets, magic, chainsaws, demons, fantastical worlds and creatures are not enough and never have been. Whether our story is set on Planet X, in the sixth dimension of hell, on a parallel world, or on Earth after Amazon Prime gained sentience and enslaved us all, we still must have a core human story that is compelling and relatable.

 

 

In this class we will cover:

  • Discovering the core human story problem.
  • How to plot these unique genres.
  • Ways to create dimensional and compelling characters.
  • How to harness the power of fear and use psychology to add depth and layers to our story.
  • How to use world-building to enhance the story, not distract from it.

***A recording of this class is also included with purchase.


The XXX Files: The Planet X Speculative Fiction 3-Class Bundle

Instructors: Cait Reynolds & Kristen Lamb
Price: $110.00 USD (It’s LITERALLY one class FREE!)
Where: W.A.N.A. Digital Classroom
When: Saturday, September 8, 2018. 10:00 a.m.—6:00 p.m. EST.

REGISTER HERE

Recordings of all three classes is also included with purchase.

About the Instructors:

Kristen Lamb is the author of the definitive guide to social media and branding for authors, Rise of the Machines—Human Authors in a Digital World. She’s also the author of #1 best-selling books We Are Not Alone—The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer. She’s just released her debut thriller The Devil’s Dance.

Kristen has written over twelve hundred blogs and her site was recognized by Writer’s Digest Magazine as one of the Top 101 Websites for Writers. Her branding methods are responsible for selling millions of books and used by authors of every level, from emerging writers to mega authors.

Cait Reynolds is a USA Today Bestselling Author and lives in Boston with her husband and neurotic dog. She discovered her passion for writing early and has bugged her family and friends with it ever since. She likes history, science, Jack Daniels, jewelry, pasta, and solitude. Not all at the same time. When she isn’t enjoying the rooftop deck that brings her closer to the stars, she writes.

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

How many times have we been told we should be targeting our readers, audience, and customers? Am I the only one disturbed by this advice? Targeting seems like it should involve a Predator Drone…or at least a trebuchet.

For the record, I imagine many authors would view sales (and targeting) with far more enthusiasm if book launches involved a trebuchet.

#MaybeJustMe

In the olden days—before Web 2.0—the world was vastly different. It was a horrible existence rife with uncertainty, anxiety and dread.

Case in point, for most of the 20th century, if the phone rang? WE HAD NO IDEA WHO WAS CALLING.

Planning a Friday night? Want to watch a movie at home? You had to bribe that pimply-faced kid at Blockbuster to squirrel away the NEW RELEASE of Speed 2 before they were all gone. Then, after you watched Speed 2 and wondered why Hollywood didn’t just…STOP?

YOU COULD ONLY COMPLAIN TO PEOPLE YOU ACTUALLY KNEW.

Before Web 2.0 life was ugly, brutish and short.

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

As if pay phones, shoulder pads, and the regular onslaught of boy bands weren’t bad enough? When you went on a date and he/she said they had a good time and would call you, and they didn’t? Two options. Move on like a mature, confident person or engage PSYCHO mode.

#GoBigOrGoHome

There was no ‘checking online activity’ to see Brad really WAS working late like he said when you called him for the 37th time. No, you had to dress up, hop in your 1987 Mazda and find his workplace using the YELLOW PAGES and a PAPER MAP.

Oh and on the way over, you had to make up some reasonable explanation of how you just ‘happened to be in the area’ in that new outfit from Express. The one exactly like Paula Abdul’s—giant hoop earrings and all. #ForeverYourGirl.

We had to own the crazy O_o .

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers
Me in the 90s…okay until yesterday.

This said, language frequently reflects the emotional state of the times. Words mirror the collective ennui of a culture. Back then? Needy and codependent behaviors couldn’t be properly measured with metrics (I.e. ‘Likes’).

We had to TRUST our hair looked great or that skirt didn’t make our @$$ look like we had two @$$es…all on our own. No posting, getting votes, feedback, and digital flattery to boost our confidence.

Before Web 2.0, we were a skittish bunch. Every moment waiting, wondering…

Old School Marketing

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

Suffice to say, in a world where we were largely flying blind, it makes sense why so many military words and phrases crept into the marketing vocabulary.

**It’s also the only logical explanation for harem pants.

Terms like strategy, bombshell, media blast, marketing blitz, ad campaigns, and targeting buyers were common, and consumers didn’t take it personally. We didn’t take it personally because business was business and personal was personal.

Back in the day, it was perfectly fine for businesses to think in terms of blitzing, blasting, or targeting because we understood we were consumers, not FRIENDS. 

We didn’t mind kitschy slogans to make us feel a company cared because, deep down, we knew they were only pretending to care.

In the 90s, when Budweiser repetitively asked us ‘WASSUP?’ we were pretty sure that was a rhetorical question. No one at Budweiser was waiting for our answer…except Sheila.

This, of course, is no longer the case. Now, in 2018, if Budweiser asks us ‘WASSUP?’ They’re likely hoping we WILL answer. The reason is because branding and buying behaviors have changed.

Brave New Buying

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

A lot of writers (and companies) gripe that social media is ineffective because there’s no way to trace what, which, and how much activity translates into sales. You know, like a formula or recipe that’s simple, scalable and easily replicated.

Something you could train a weasel to do, because studies have shown ferrets will work for cat food (though raccoons are cool with exposure dollars).

***Note: Remember raccoons are NOT weasels (which are often preferred for direct marketing). Raccoons are marsupials and DO have those adorable opposable thumbs. BUT they’re also attention addicts that require management to ensure they’re not gaffing off texting and posting selfies on Instagram.

#TrueFactIJustMadeUp

Thing is?

Social media is not direct marketing, though the two are often confused. 

See, in direct marketing, activity can be measured. Businesses can put out an ad, monitor click rates and see how many clicks led to a purchase. Companies can send out so many coupons and then measure quantitatively how many of those later translated into a purchase.

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

Why Web 2.0 has been so vexing for marketers is they keep trying to treat social media the same way as direct marketing…and they can’t. Because this isn’t 1999. And, if we do social media correctly (keeping it social) there’s no way to accurately measure, control or quantify results.

It also becomes way too obvious we’re mixing social and market norms and that creeps people the hell out.

Example:

Market Norms are when a prostitute expects money in return for *wink wink nod nod* ‘favors.’

Social Norms are when a wife does those same ‘favors’ for her beloved husband out of love because getting paid for it would be seriously strange.

That seems obvious, right?

But what if wife has a wonderful and romantic evening with her husband, but then early the next day, she asks him to fill out an on-line survey rating how he enjoyed his night? And tells him that, when he completes his survey, he will be texted a code he can then redeem for free pancakes?

Yes, I just took that to a WHOLE NEW LEVEL of weird!

But y’all see what I mean when I say that you just can’t sneak that stuff in there! We SEE it. We FEEL it.

Don’t Cross the Streams!

While many businesses still use direct marketing tactics, these methods are becoming increasingly less effective when used exclusively. Companies need to be on social media.

Another observation to point out.

Unlike a company, authors are humans. When we don’t act like a human…people grow quickly suspicious.

A lot of authors rightfully feel dirty when told they need to be targeting their readers. Are we selling a book or doing a mob hit?

***Because if this is a mob hit shouldn’t we get paid better? Asking for a friend.

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

We’re writers, which means we appreciate words have power. If we are targeting people so we can bait, blitz, or bundle them, it’s tough to hide our less-than-authentic motives.

Words impact thoughts, thoughts directs actions, and actions create results. If, behind the scenes, we view people as resources only to be plundered for personal gain (by targeting them), it makes us feel ookie when we try to pretend like we really care.

…unless you’re Brad.

It’s All in Our Head

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

I’ve spent the last several posts working to make ‘sales’—which is pretty critical to success—far less icky. It doesn’t need to be icky at all, actually.

As mentioned, words hold tremendous power, and a simple mental shift can make a massive difference. This is why I dedicated a lot of my branding book (Rise of the Machines: Human Authors in a Digital World) to neuroscience. How is the human brain impacted as technology shifts?

Technology changes, but humans remain the same.

How does the human brain operate in a virtual world? What factors can render content invisible? Why do humans SEE certain types of content and yet remain oblivious to other types?

Words play a massive role in first, being visible and then, making a positive connection. For instance, did you know the human brain only begins listening at the first active verb?

When we tell people, ‘Don’t forget to buy my new book,’ their brains hear, ‘Forget to buy my new book.’

This is one of the reasons negative goals are virtually useless and produce terrible results. Try this simple exercise in your everyday life. I make it a point to phrase as much as possible in the positive. State what I want, as opposed to what I don’t want.

‘Remember to pick up the dry cleaning’ or ‘Remember you put your keys in the side pocket of your gym bag’ yields far better results than lecturing myself on all the stuff ‘I don’t want to forget.’

Why I take time to mention this is because a simple adjustment in vocabulary can ease our own anxiety, allow us to feel authentic, and thus we’ll come across to others in a far more genuine way.

No Targeting? So WHAT Do We DO?

When we are targeting our audience, the core objective is for us to do all we can to ensure we’re respecting our audience’s time (I.e. Don’t repeatedly pitch people who rent an apartment about the benefits of vinyl siding…unless you want to be stabbed).

These days when we’re all about social, community and friending, I recommend we define then identify our audience.

If I write books about dragons and sorcerers, what kind of people are likely going to like these kinds of stories? What do we share in common? Maybe they like WoW, or GoT or ASOF, OMG!

I write suspense thrillers. We share a love for Dateline, podcasts about serial killers, and a morbid and socially unacceptable sense of humor. In my case, targeting my audience could be fatal. But identifying them is pretty simple. If they laugh at my memes and add additional morbid commentary? We’re peeps! If they report me to FB? Likely not my audience.

Kristen Lamb, targeting readers, how to target readers, marketing for authors, marketing for writers, how to sell more books, author branding, social media for writers, sales for writers

I give ways and specific exercises for how to find ‘friends’ in my book. Why? Because I was a nerd with paralyzing social anxiety and no social skills. Meaning I had to break all this down using science.

Don’t judge me.

***There was a good reason I was single until I was almost 35.

Anyway, what I realized (while researching ‘how to make friends without using chloroform’) was that ‘identifying our audience’ is something we’ve been doing since we were kids.

You love Dragonlance books? Me too! Did we just become best friends?

***Kids who liked Dodgeball, conversely, ‘targeted’ their audience. 

When we identify our audience and all the hobbies, topics, interests we’re likely to share, then it’s far simpler and more authentic to strike up a conversation and connect. Instead of targeting victims to pummel with BUY MY BOOK, we can locate others who like what we like.

We can talk about video games, movies, hobbies, crochet, pets, unicorns and untraceable poisons… You know. FUN STUFF!

Ideally, these conversations will lead to conversions.

Using common ground and shared emotional touch points, we can make loose connections that then foster relationships and perhaps grow into actual friendships. This means that one day—when we have a book (or another book) for sale—we’ve already done the ‘hard’ work.

We’ve cultivated an audience of friends, advocates and hopefully fans eager to see and help us succeed. Since we’ve created a micro-community, we come across as vested because we are. We have a reputation for giving more than we take.

What Are Your Thoughts?

Do you hate the Old School marketing jargon as much as I do? I hated it back when I was in sales. Always made me feel greasy, as if I had to view people with dollar signs over their heads.

Do you see the value of simply rephrasing targeting to identifying? Does that notch the terror down to maybe low-level-eat-some-chocolate anxiety?

I love hearing from you!

What do you WIN? For the month of JULY, 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).

NEW CLASSES!

steampunk, writingClass Title: Building a Believable Steampunk World

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: FRIDAY, July 20, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

Who doesn’t love some steampunk cosplay? Corsets, goggles, awesome hats…

Steampunk has become one of the hottest genres today, crossing the lines of YA, NA, and adult fiction. It seems like it’s fun to write because it’s fun to read.

However, there’s a world of difference between the amateur steampunk writer and the professional steampunk author, and the difference lies in the world they create.

Is your steampunk world historically-accurate enough not to jar the reader out of the narrative with anachronisms? Does your world include paranormal as well as steampunk? Are the gadgets and level of sophistication in keeping with the technologies available at the time?

Steampunk is not an excuse to take short-cuts with history. Good writing in this genre requires a solid grasp of Victorian culture and history, including the history of science, medicine, and industry.

This shouldn’t scare you off from writing steampunk, but it should encourage you to take this class and learn how to create a world that is accurate, consistent and immersive.

This class will cover a broad range of topics including:

  • Not-So-Polite Society: Just how prim and Victorian do you want to get?
  • Grime and Gears: How to research Victoriantechnology, science, medicine, and industry without dying of boredom?
  • Putting the ‘Steamy’ in Steampunk: How to obey (and more importantly, break) Victorian rules of romance;
  • Keeping it Real…ish: How to drop in historical details without info-dumping, and how to describe and explain your steampunk innovations without confusing.

A recording of this class is also included with purchase.

DYSTOPIA!!


Class Title: World-Building for Dystopian Fiction

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Friday, July 27, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

There’s no greater fear than fearing what dwells deep in the dark corners of human nature. Dystopian literature, for all its bells and zombie whistles, shines an unforgiving light on all those shadows.

Can’t think of any dystopian-genre books off the top of your head? How about:

Farenheit 451, The Hunger Games, The Handmaid’s Tale, 1984, The Lorax, The Stand, Neuromancer, Ender’s Game, Divergent, World War Z, Underground Airlines, Brave New World, Ready Player One, A Clockwork Orange, and Do Androids Dream of Electric Sheep? (just to name a few…)

Still, it’s a challenging genre to write. Done badly, dystopian fiction is the equivalent of that emo kid down the hall in your dorm who drinks way too much coffee and just won’t quit playing The Cure.

Done well? We get the dangerous thrill of skidding close to the edge of moral insanity, looking through a mirror darkly and seeing ourselves and our neighbors, and a hyper-creative outlet that combines the dubious fun of post-apocalyptic totalitarianism (zombies optional) with chilling truths about human nature.

Topics covered in this class include:

  • Having fun with things you shouldn’t: why destroying society is just so much fun!
  • ‘First Fright’ vs. ‘True Fright’: sure, we’re afraid of enforced barcode tattoos because totalitarianism!…but maybe we’re really afraid because it really sounds so seductively convenient;
  • Picking and choosing ‘normal’: how to balance having enough familiarities with society today with creating shocking changes that go right to the heart of our fears;
  • Fear leads to the dark side (unless you’re already there): creating dystopian characters that invite both shock and sympathy;
  • To apocalypse or not to apocalypse: do we really need nuclear fallout or an alien invasion…or can we do it all ourselves?
  • Playing with your food: how to put a new and unique spin on zombies, aliens, and food shortages (i.e. asking critical questions like whether Soylent Green is gluten-free).

A recording of this class is also included with purchase.

About the Instructor

Cait Reynolds is a USA Today Bestselling Author and lives in Boston area with her husband and neurotic dog. She discovered her passion for writing early and has bugged her family and friends with it ever since. She likes history, science, Jack Daniels, jewelry, pasta, and solitude. Not all at the same time. When she isn’t enjoying the rooftop deck that brings her closer to the stars, she writes.

 

BRAND NEW CLASS IN AUGUST!

Kristen Lamb, W.A.N.A. International, business for authors, selling for writers, sales for writers, how to sell more books

Instructor: Kristen Lamb

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Thursday August 9th, 2018 7:00-9:00 p.m. EST

SIGN UP HERE

Writers are in the entertainment business. Notice the second half of our job title is business. The lifeblood of all business is sales.

But, to be blunt, most creative professionals would rather be stabbed in the face than ‘do sales.’ Yet, if we don’t sell books, our career is doomed (regardless of how we publish).

One of the MAJOR reasons so many people are afraid of sales is because what’s being taught as ‘sales’ is actually ‘direct marketing.’

Direct marketing is NOT sales. It IS, however, pushy, icky, and hasn’t been effective since The Spice Girls were cool.

Sales can be fun. In fact, believe it or not, humans are wired for sales. It’s part of our biology. Problem is, humans are also wired to overcomplicate things…which is why so many of us freak out over sales.

This class is to remove the fear factor and clarify what selling entails for the professional author. Not all products are sold the same way…which is why there are no late-night infomercials hawking Hadron Colliders or F-16 fighter jets. Our sales approach must align with the product we’re selling, or we’re doomed before we begin.

This class will cover:

  • Why direct marketing doesn’t sell books;
  • Tame wasters versus time savers;
  • How to be paid what we are worth;
  • Ways we can make ads, promotions and marketing far more effective;
  • The unique way books must be sold;
  • How to set goals and create a scalable strategy;
  • Explore the S.W.O.T. analysis and why we need one;
  • How to differentiate our brand and product in an over-saturated marketplace;
  • AND MORE!

***A FREE recording is included with class purchase.

 

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers

Today we’re tackling author newsletters. Do we need one? Do they sell books? Does a human sacrifice help?

Oops.

Last time I posted at length about sales, namely what it is, what it isn’t, and why we shouldn’t be afraid of it. Science proves that, the better writers are at sales, the more books they sell. Sort of like studies show that people who have more birthdays live longer.

You’re welcome 😀 .

Alas, whenever I blog about marketing or sales, inevitably a commenter or five mentions author newsletters. How other authors swear by them and so why oh why do I hate them?

First of all, I don’t hate newsletters. Correction. I don’t hate ALL newsletters. More on that in a bit.

Newsletters are a tool, and tools are neither good or bad. Should you want to cut down a dead tree, chainsaws are awesome. Want to settle a dispute with that coworker who keeps stealing your lunch from the company fridge? Chainsaws are BAD…and HR is far scarier anyway.

Before we get into pros and cons, dos and don’ts, think long and hard about why you’re considering a newsletter at all.

All My Friends Have Newsletters

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers

In my book Rise of the Machines: Human Authors in a Digital World, I take a lot of time explaining the various ways we now can publish—legacy, indie, small press, self-pub, hybrid, etc. All publishing paths have pros and cons.

How we publish is a business decision only we can make. Newsletters are the same. Like all other business decisions, newsletters require forethought and honesty.

Just like we shouldn’t rush out to self-publish because a member of our writing group is suddenly bathing in crisp Benjamins, we shouldn’t dive into creating a newsletter simply because another author swears they sell books faster than a donut shop across from a police station.

We only have 24 hours in a day. Time is a nonrenewable resource, which means we’re wise to use the time we have effectively. For writers, our priority is to dedicate time to writing books. The more books, the better. This said, the ways we then cultivate a fan base—actual humans who will BUY those books—should be selected with care.

Most authors will still have to work a day job, care for family, needy pets and also build a social media platform. A successful newsletter requires one critical factor to make it anything other than one more reason to take up heavy drinking.

What’s that factor?

Traction

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers

In my last post, I also talked about the trust gap. Too many businesses (and writers) want to skip building relationships and get right to selling. The problem is that, in the 21st century marketplace, relationships ARE our business. People buy from who they KNOW and who they LIKE.

We’re in an age of unprecedented abundance and choice, and most consumers are overwhelmed. This means the consumers’ comfort zone contracts at twelve times the rate the number of choices expands.

Don’t argue, it’s ‘science.’

For instance, when faced with seventy-five different pasta sauces at the nearby Central Market, my brain vapor locks. Though I could have chosen the organic, non GMO, vegan, cruelty-free marinara made with only free-range heirloom tomatoes, I grab a jar of whatever I bought last time.

And make a mental note to google what the heck an ‘heirloom tomato’ actually is, aside from pretentious and ‘meta.’

Pasta sauce companies hire smiling people in hairnets to hand out samples in order to bridge the trust gap. They KNOW there’s a ton of competition and that, unless they want to compete on price, they’re going to have to make the first move to connect with US.

Also, that connection is going to COST them…because charging for free samples defeats the purpose of a free sample.

One taste of a free-range heirloom tomato might be all I need to forgo Ragu forever, making Meta Sauce my new go-to when I fall off—then under the wheels of—the low-carb bandwagon.

Anyway, the free sample of Meta Sauce serves a purpose other than propping up the hairnet industry. The company uses the sample to gain advantage through connection. Since I’ve tasted Meta Sauce, it holds a major advantage over the wall of UNKNOWNS and increases the odds I’ll buy a jar.

Got Traction?

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers

Without traction, what happens? We’re left spinning our wheels going nowhere. Or we careen into oncoming traffic and everyone dies.

Congratulations, your newsletter is now a French film.

I hope you’re happy.

Many authors sing the praises of the newsletter, yet if we pay close attention, the newsletter in and of itself isn’t the whole picture. Authors who have successful newsletters have built some sort of relationship with those on their mailing list.

They FIRST established rapport and built relationships via a blog, speaking engagements, social media, a backlist of books readers enjoy, or a combination of any of these.

THEN they created a newsletter.

There’s an excellent book I highly recommend by Scott and Alison Stratton called UnMarketing. Though Scott and Alison aren’t specifically teaching writers, their methods are spot on (namely because they’re a lot like what I’ve been preaching since 2007).

Scott and Alison mention the idea of traction –> momentum –> expansion. Which was why I was all YES…THIS!

I get a LOT of emails (usually after conference season) from new and now panicked writers who believe they need to create a newsletter RIGHT AWAY! My job is to talk them off the ledge and explain they’re suffering PCSD—Post Conference Stress Disorder.

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers
How I feel about marketing ‘gurus’ who like to scare writers.

Odd are, some marketing guru informed them social media was a total waste of time and that NEWSLETTERS were the Golden Ticket. Maybe newsletters are the Golden Ticket. To me, they feel more like the Golden Tickets Willy Wonka handed out.

You know, there’s a nasty catch.

Instead of a day of sweets and fun, kids disappear one by one on a tour led by a psychopath. Instead of selling a bazillion books, writers disappear one by one.

The reason writers go missing is they grow weary of failure. Many who message me about how to write a newsletter haven’t even finished the BOOK. Funny how so many gurus fail to mention that having a finished book first is A PRETTY BIG DEAL.

*left eye twitches*

Newsletter Love

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers
Looks legit.

Building a strong, healthy newsletter that people love is a lot like dating. The results are far better when the other party goes along willingly.

Sure, chloroforming a hot college coed and chaining her to a radiator guarantees she’s not going anywhere. But as my mother always told me, ‘Kristen, relationships built on duct tape always require more duct tape’ …which now seems like really odd advice.

But it works for our lesson today, so we’re rolling with it.

Newsletters are most effective when people on our list made a deliberate choice to BE on our list. We reached out to others, established a bond over kitten videos and a mutual love for serial killer documentaries, and then mentioned subscribing to our newsletter.

And they did.

This is traction. Once we gain traction, we can then build momentum and momentum is essential to expansion.

The problem with many newsletters is they’re too often viewed as shortcuts. Social media requires we invest time, energy, and emotional capital over a period of months or years. Newsletters are there to help bypass that icky job of talking to people before asking for their money.

FYI…NO!

It’s much faster to plunk down cash for a list of emails and blast a newsletter far and wide. In case y’all haven’t seen the transition, this is no longer a newsletter. It’s morphed into direct marketing (spam).

Spam is the inbred cousin of the newsletter. It’s about as welcome as the distant relative who moves in uninvited, drinks all the good whiskey and pawns your electronics to buy lotto tickets.

News About Newsletters

Kristen Lamb, how to sell more books, do author newsletters work, book marketing, book promotion, promotion for authors, do newsletters sell more books, how to get newsletter subscribers

Yes, they can be effective if the list is populated with actual fans who wanted the newsletter in the first place. I already mentioned the folly of buying subscribers. But there are also sites that will force us to give an email before we can see the thing we clicked to see.

This reminds me of college and the guy who wouldn’t go away until I gave him my phone number. Poor Domino’s.

*Ponders how many AoL emails are captured this way*

Numbers of emails alone are no great indicator of anything but…um, numbers of emails. There’s this thing called an ‘open rate.’ It doesn’t matter if a million people receive our newsletter if no one opens it.

Also, if they do open our newsletter, does the content inside compel a click-through and purchase?

If you’re killing yourself with a newsletter and no one’s opening, or if they’re opening they aren’t buying? That’s a waste of time spent better ways. Like writing more books. OR being present on our social platform of choice strengthening relationships.

If you’ve subscribed to a newsletter you love, can’t wait to receive and always open and act…take time to consider WHY. Can you replicate what they’re doing in your own unique way?

Tips for Newsletter Success

  • Finish the book before starting a newsletter (otherwise it’s kinda…weird);
  • Create relationships before asking for subscribers;
  • Real friends can’t be bought. Earn subscribers instead of buying email lists;
  • Offer something of value that can ONLY be accessed via your newsletter;
  • Go easy on how often we hear from you. How can we miss you if you won’t go away?

What Are Your Thoughts?

Do you enjoy doing a newsletter and have some tips? Are there newsletters you can’t wait to see in your In Box? Why? What makes them special to you? But for those who dig newsletters, tell us why. We’d love to hear your perspective, tips, advice, etc.

Or are you like me and afraid of your email? I’ve given up changing emails to escape the newsletter spam. I blog, so for now, a newsletter not in my immediate game plan.

Do you prefer free-range tomatoes or ones kept in cages?

I love hearing from you!

What do you WIN? For the month of JUNE, 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).

NEW CLASSES!

steampunk, writingClass Title: Building a Believable Steampunk World

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: FRIDAY, July 20, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

Who doesn’t love some steampunk cosplay? Corsets, goggles, awesome hats…

Steampunk has become one of the hottest genres today, crossing the lines of YA, NA, and adult fiction. It seems like it’s fun to write because it’s fun to read.

However, there’s a world of difference between the amateur steampunk writer and the professional steampunk author, and the difference lies in the world they create.

Is your steampunk world historically-accurate enough not to jar the reader out of the narrative with anachronisms? Does your world include paranormal as well as steampunk? Are the gadgets and level of sophistication in keeping with the technologies available at the time?

Steampunk is not an excuse to take short-cuts with history. Good writing in this genre requires a solid grasp of Victorian culture and history, including the history of science, medicine, and industry.

This shouldn’t scare you off from writing steampunk, but it should encourage you to take this class and learn how to create a world that is accurate, consistent and immersive.

This class will cover a broad range of topics including:

  • Not-So-Polite Society: Just how prim and Victorian do you want to get?
  • Grime and Gears: How to research Victoriantechnology, science, medicine, and industry without dying of boredom?
  • Putting the ‘Steamy’ in Steampunk: How to obey (and more importantly, break) Victorian rules of romance;
  • Keeping it Real…ish: How to drop in historical details without info-dumping, and how to describe and explain your steampunk innovations without confusing.

A recording of this class is also included with purchase.

DYSTOPIA!!


Class Title: World-Building for Dystopian Fiction

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Friday, July 27, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

There’s no greater fear than fearing what dwells deep in the dark corners of human nature. Dystopian literature, for all its bells and zombie whistles, shines an unforgiving light on all those shadows.

Can’t think of any dystopian-genre books off the top of your head? How about:

Farenheit 451, The Hunger Games, The Handmaid’s Tale, 1984, The Lorax, The Stand, Neuromancer, Ender’s Game, Divergent, World War Z, Underground Airlines, Brave New World, Ready Player One, A Clockwork Orange, and Do Androids Dream of Electric Sheep? (just to name a few…)

Still, it’s a challenging genre to write. Done badly, dystopian fiction is the equivalent of that emo kid down the hall in your dorm who drinks way too much coffee and just won’t quit playing The Cure.

Done well? We get the dangerous thrill of skidding close to the edge of moral insanity, looking through a mirror darkly and seeing ourselves and our neighbors, and a hyper-creative outlet that combines the dubious fun of post-apocalyptic totalitarianism (zombies optional) with chilling truths about human nature.

Topics covered in this class include:

  • Having fun with things you shouldn’t: why destroying society is just so much fun!
  • ‘First Fright’ vs. ‘True Fright’: sure, we’re afraid of enforced barcode tattoos because totalitarianism!…but maybe we’re really afraid because it really sounds so seductively convenient;
  • Picking and choosing ‘normal’: how to balance having enough familiarities with society today with creating shocking changes that go right to the heart of our fears;
  • Fear leads to the dark side (unless you’re already there): creating dystopian characters that invite both shock and sympathy;
  • To apocalypse or not to apocalypse: do we really need nuclear fallout or an alien invasion…or can we do it all ourselves?
  • Playing with your food: how to put a new and unique spin on zombies, aliens, and food shortages (i.e. asking critical questions like whether Soylent Green is gluten-free).

A recording of this class is also included with purchase.

About the Instructor

Cait Reynolds is a USA Today Bestselling Author and lives in Boston area with her husband and neurotic dog. She discovered her passion for writing early and has bugged her family and friends with it ever since. She likes history, science, Jack Daniels, jewelry, pasta, and solitude. Not all at the same time. When she isn’t enjoying the rooftop deck that brings her closer to the stars, she writes.

 

BRAND NEW CLASS IN AUGUST!

Kristen Lamb, W.A.N.A. International, business for authors, selling for writers, sales for writers, how to sell more books

Instructor: Kristen Lamb

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Thursday August 9th, 2018 7:00-9:00 p.m. EST,

Writers are in the entertainment business. Notice the second half of our job title is business. The lifeblood of all business is sales.

But, to be blunt, most creative professionals would rather be stabbed in the face than ‘do sales.’ Yet, if we don’t sell books, our career is doomed (regardless of how we publish).

One of the MAJOR reasons so many people are afraid of sales is because what’s being taught as ‘sales’ is actually ‘direct marketing.’

Direct marketing is NOT sales. It IS, however, pushy, icky, and hasn’t been effective since The Spice Girls were cool.

Sales can be fun. In fact, believe it or not, humans are wired for sales. It’s part of our biology. Problem is, humans are also wired to overcomplicate things…which is why so many of us freak out over sales.

This class is to remove the fear factor and clarify what selling entails for the professional author. Not all products are sold the same way…which is why there are no late-night infomercials hawking Hadron Colliders or F-16 fighter jets. Our sales approach must align with the product we’re selling, or we’re doomed before we begin.

This class will cover:

  • Why direct marketing doesn’t sell books;
  • Tame wasters versus time savers;
  • How to be paid what we are worth;
  • Ways we can make ads, promotions and marketing far more effective;
  • The unique way books must be sold;
  • How to set goals and create a scalable strategy;
  • Explore the S.W.O.T. analysis and why we need one;
  • How to differentiate our brand and product in an over-saturated marketplace;
  • AND MORE!

***A FREE recording is included with class purchase.

 

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Sales can be one of the most terrifying words in the English language. If one happens to be a creative professional, let’s just multiply that fear level by ten…or a thousand.

In fact, many writers long to sign with legacy publishers for the sole reason they believe a major publisher will tend to all that vulgar sales business for them so they can simply write and create!

*clutches sides laughing*

It’s cool. I once thought the same. We’re all friends and philistines here.

The hard truth is that, even if we are fortunate enough to score a contract with NYC, if our book doesn’t sell, the publisher will eventually have to cut their losses (‘losses’ being code for ‘writers who fail to sell enough books’).

Publishing houses are businesses not charities, and throwing good money after bad is better left to Hollywood. This said, the idea of having to ‘do sales’ is still enough to make many creatives break out in hives.

Deep Breaths

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

We writers have a nasty habit of black-and-white thinking in regards to sales. In our minds, there are only TWO approaches to selling.

One approach is to be on every single social site running marketing blitzes, promotional campaigns, holding contests, and blasting people with emails/newsletters until they buy a book…or file for a restraining order.

The other option is we never tell anyone we’re an author or—GASP—that we have a book(s) for sale. Short of applying for WITSEC, we do everything and anything to hide that we’re a writer, including our NAME (refer to The Problem with Pen Names).

In an effort to avoid ‘sales’ we pretty much guarantee we’ll never sell any books…thus fulfilling the societal assumption that writers are all broke losers.

***We’ll tackle that bugaboo later.

I believe most writers are afraid of sales because they don’t understand what sales actually IS. Remember, we writers are in the entertainment business. Notice half that word is business and I dare you to name any business that will last very long without any sales.

And before y’all have a panic attack, what’s the title we authors covet most? New York Times Best Selling Author. Notice the title isn’t New York Times Best Writing Author. 

Even though it should be *grumbles*.

Evolution is Real

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Before we tackle misconceptions about sales, I want to point out that we’re no longer in the 20th century. I know, time flies, right? The audience (customer base) of 2018 has evolved and what worked in the 90s no longer works today. Doing MORE of what doesn’t work is…well, stupid.

Alas, I cannot count how many sales books, training programs, etc. still push tactics that are almost twenty years out of date.

Our customers have evolved, which means sales, promotion, marketing, branding, etc. must evolve as well or it will be virtually impossible to create meaningful connections that yield results.

Think of the English language. Have you ever tried to read the original Beowulf in Old English? To spare your eyes and WordPress from a cascading font meltdown, just listen to this for 15 seconds.

Or five.

YES, THIS IS ENGLISH! Brought to us courtesy of Realm of History who apparently got someone drunk enough to be able to pronounce the words properly (as if anyone other than Cait would correct them *rolling eyes*)…

Can you imagine if we tried to hold a conversation speaking this way? Good luck getting a date, a job, or ordering a hamburger.

If the world has evolved, we’re wise to keep pace.

Sales Has NOT Evolved…Much

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

This profession is as old as time. In fact, sales has been around since Og first realized others wanted the pointy sticks he’d become rather adept at crafting. #TrueStoryIJustMadeUp

Once Og grasped that others were willing to give him berries, nuts, and shiny rocks in exchange for one of his pointy sticks, the concept of business/trade emerged and an entrepreneur was born!

Og, being the clever Homo ergaster he was, eventually realized a fellow tribe member might even offer a couple of hot daughters in exchange for a large order of extra-pointy sticks. So, he recruited his drinking buddies Ag and Ug to help.

In doing this, Og unwittingly discovered scalability.

Og understood that, the more pointy sticks he could fashion and the pointier the pointy stick, the better. This meant he also needed to find ways to let others know about his pointy sticks. Maybe even demonstrate some advantages of owning a pointy stick on say a fish, a squirrel, or an annoying neighbor.

Welcome to SALES!

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Once we appreciate sales has been around since the dawn of time and is vital and necessary, we can relax a little. While sales in and of itself is a permanent societal fixture, tactics have to evolve. Don’t believe me? Try stabbing an annoying neighbor to demonstrate that knife you’re trying to sell and…point made.

*Bada bump snare*

Now that we’ve settled that sales is a good thing that’s here to stay, let’s do some myth-busting. I feel once we separate facts from fiction, it will be far easier to face our fears.

***Bonus points there for alliteration 😛 .

Myth #1: The high-pressure, fast-talking, aggressive personality is necessary to be good at sales.

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb
AHHHHHHH!

Wrong.

There seems to be this cultural idea of what ‘personality’ is required in order to be successful in sales. Usually this is the fast-talking, Type A ‘extrovert’ willing to pummel any prospect into a purchase.

This is total bull sprinkles.

Yes, this type of salesperson exists and, odds are, we’ve all run into one…then run away from one. Good news is we’re now in the digital age.

The high-pressure, fast-talking, aggressive salesperson is a relic best left in the 90s with shoulder pads, fanny packs, the McPizza…and these things.

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

In the old days, badgering had no consequences. Now? We now can unfriend, unfollow, block, and unsubscribe. Or, if nothing else works, we can post on social media that this business or product is to be avoided more than The Black Death pandering a litter of rabid kittens in need of a loving home.

Myth #2: Salespeople Sell Stuff & Good Salespeople Sell A LOT of Stuff

Yeah, no. Not exactly.

Salespeople solve problems. Good salespeople solve a lot of problems or solve bigger problems.

That’s it.

The better a person solves problems, the more money they make. Why? Because happy customers LOVE to share a win because it makes us feel super smart, and we like to brag. Also, humans dig being helpful.

This is called ‘word-of-mouth.’

Simple.

Why so many ‘sales tactics’ fail is the seller fixates on selling the product (their needs) instead of focusing on the best way to solve problems (the consumer’s needs).

I get that newsletters, automation, and email marketing are all the rage. Somewhere, somehow my business email was rufied and taken hostage. I’m relentlessly bombarded with emails from authors (or ‘PR firms’ representing authors) all wanting something FROM ME.

Read MY FREE book. Review MY FREE novel. Share MY FREE series with YOUR friends!

This is NOT SALES.

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Sales is when someone solves my problems, not when some stranger ambushes me to solve a long@$$ list of their problems.

Some random writer’s lackluster sales are NOT my problem. When the author (or their ‘PR firm’) craps up my email with fresh lists of demands guised as doing me some kind of a favor (I.e. Offering ME a chance to interview THEM about THEIR BOOK…on MY BLOG?)…

*deep cleansing breaths* ….they’re not a solution to ANY of my problems.

They’re an additional problem.

Because when I get an average of twelve of these kinds of emails a day, it makes it a bugger to find messages salient to doing my job. This doesn’t make me want to buy their books.

It makes me want to save that money to fund anyone willing to develop technology that delivers a non-lethal but painful electrical shock to anyone who spams me.

Myth #3: More is MORE

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

I mentioned earlier that we were no longer in the 20th century, but many marketers and promoters simply don’t grasp this. Or they don’t care to because being lazy and uncreative is easier.

See, it wasn’t until the late 90s and early aughts that computers and laser printers lowered the barrier to entry for businesses who wanted to use printed material for advertising.

This might seem like no big deal, but Kinko’s (and their ilk) started a small trend that’s turned into an unrelenting MONSTER—direct marketing.

Y’all have to understand that, before roughly 1998, printing was ridiculously expensive. Only big companies with massive budgets could afford to print anything on a large scale.

***This is why business cards used to actually impress people. Also, if you lost your cat, you only put up fliers if you liked (or feared) that cat…a lot.

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Anyway, cheap printing breathed life into the golem we know as direct marketing (a.k.a. junk mail). Then, once more people owned computers and used email, direct marketing simply migrated to another place to bug the $#@! out of us.

Now? Social media is experiencing this same devolution. Too many authors (mistakenly) believe they need to be on all sites all the time to sell, sell, sell which is why there’s so much automation.

But riddle me this.

If we didn’t want the spam served as paper in our mailbox, and we didn’t want it served virtually in our email, why would it magically become appealing when plastered on our Facebook wall?

Hint: It doesn’t.

Capitalism 101

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

We live in an age with countless choices, unlimited options, lower and lower prices, and in every color we could want. Even with SPARKLES! Cheap and FREE are invasive species glomming up the business ecosystem and making us all sick.

To succeed in any business, the goal is not to replicate what’s already abundant, but rather to take time and zero in on what is scarce.

So what’s scarce? For the sake of brevity I’ll name a biggie.

Trust

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb
I’m just watching you. Honest!

All brands, businesses, services and products must earn the customer’s trust. The reason spamming ‘readers’ with free books is so ineffective is that FREE alone is insufficient to close the trust gap, especially in areas the customer stands to lose more than they gain.

There are many instances where FREE has zero impact and perhaps a negative impact on the purchase decision.

For example, would you hire a nanny to watch your children while you went to work because she offered her first week on the job FREE? A new skydiving business opens and first jump from 16,000 feet is FREE! New tattoo artist, and first tattoo is FREE!

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Granted, my examples sound crazy but why is FREE not super valuable in these instances? Because whoever is offering the FREE product or service is a stranger we don’t know or trust. We (customers) also stand to lose more than we gain. This is the important difference when considering FREE as a sales strategy.

The COST of FREE

If I’m in the store and a smiling rep offers me FREE a sample of sparkling juice, cool! Costs me nothing and the worst case is I dislike the taste. But, when an author who’s never so much as said hello to me offers me a FREE book, this costs my most valuable resource and the one that’s nonrenewable.

TIME.

And, since the book is being handed out to total strangers FREE, this makes me question why. If the book was actually good, why are they giving it away for nothing? This is when I deduce that FREE will cost me and I decline.

My decision might have been different had the author done something ahead of time to close the trust gap between us. This is why the social media platform and brand is essential if we hope to sell books.

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

Social media isn’t a new and improved way to spam people and push ads.

Used properly, social media is one of the most powerful ways to close the trust gap between unknown author and potential readers by establishing then growing relationships.

Too many writers are using social media ‘for business’ and then hang out with their ‘real friends’ elsewhere. They’re mystified why their books aren’t selling yet they’re failing to recognize they’ve skipped a crucial step.

In their rush to promote, they never created rapport with their potential audience and thus remain an unknown. The harder they market and the more they promote, the more they widen the trust gap into a trust chasm.

What is Our BUSINESS?

sales, book sales, how to improve book sales, book marketing, marketing for authors, marketing for writers, how to promote your book, Kristen Lamb

We writers are in the business of storytelling. Great stories are our business, our product and our single greatest selling tool. Outstanding books solve a lot of life’s problems.

Just ask anyone stuck in an airport with no wifi.

The best ‘sales strategy’ for selling a lot of books is to take the time, effort and money one might be tempted to pour into a steady stream of ‘promotional campaigns’ and write excellent stories instead. LOTS OF THEM. Write books people enjoy so much they can’t wait to share their experiences.

Delighted readers are the best salesforce of all…and they not for sale 😉 .

What Are Your Thoughts?

***Sorry to be away so long. Got summoned for jury duty and NO they didn’t pick me *shock face*.

Does this post make you feel a little bit better about sales? Clearer about what to DO on social media? Yes, it is OKAY to have fun and YES, post the kitten videos. It is also perfectly okay to advertise, promote and market…eventually.

Just that whole horse ahead of the cart thing.

Are you afraid of your email, too? I have three that I finally let go feral. There has to be a name for ‘fear of email.’ Do y’all have a theory why I wasn’t picked for jury duty? Bonus points for creativity 😀 . Let’s have some FUN!

I love hearing from you!

What do you WIN? For the month of JUNE, 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).

NEW CLASSES!

steampunk, writingClass Title: Building a Believable Steampunk World

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: FRIDAY, July 20, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

Who doesn’t love some steampunk cosplay? Corsets, goggles, awesome hats…

Steampunk has become one of the hottest genres today, crossing the lines of YA, NA, and adult fiction. It seems like it’s fun to write because it’s fun to read.

However, there’s a world of difference between the amateur steampunk writer and the professional steampunk author, and the difference lies in the world they create.

Is your steampunk world historically-accurate enough not to jar the reader out of the narrative with anachronisms? Does your world include paranormal as well as steampunk? Are the gadgets and level of sophistication in keeping with the technologies available at the time?

Steampunk is not an excuse to take short-cuts with history. Good writing in this genre requires a solid grasp of Victorian culture and history, including the history of science, medicine, and industry.

This shouldn’t scare you off from writing steampunk, but it should encourage you to take this class and learn how to create a world that is accurate, consistent and immersive.

This class will cover a broad range of topics including:

  • Not-So-Polite Society: Just how prim and Victorian do you want to get?
  • Grime and Gears: How to research Victoriantechnology, science, medicine, and industry without dying of boredom?
  • Putting the ‘Steamy’ in Steampunk: How to obey (and more importantly, break) Victorian rules of romance;
  • Keeping it Real…ish: How to drop in historical details without info-dumping, and how to describe and explain your steampunk innovations without confusing.

A recording of this class is also included with purchase.


Class Title: World-Building for Dystopian Fiction

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Friday, July 27, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

There’s no greater fear than fearing what dwells deep in the dark corners of human nature. Dystopian literature, for all its bells and zombie whistles, shines an unforgiving light on all those shadows.

Can’t think of any dystopian-genre books off the top of your head? How about:

Farenheit 451, The Hunger Games, The Handmaid’s Tale, 1984, The Lorax, The Stand, Neuromancer, Ender’s Game, Divergent, World War Z, Underground Airlines, Brave New World, Ready Player One, A Clockwork Orange, and Do Androids Dream of Electric Sheep? (just to name a few…)

Still, it’s a challenging genre to write. Done badly, dystopian fiction is the equivalent of that emo kid down the hall in your dorm who drinks way too much coffee and just won’t quit playing The Cure.

Done well? We get the dangerous thrill of skidding close to the edge of moral insanity, looking through a mirror darkly and seeing ourselves and our neighbors, and a hyper-creative outlet that combines the dubious fun of post-apocalyptic totalitarianism (zombies optional) with chilling truths about human nature.

Topics covered in this class include:

  • Having fun with things you shouldn’t: why destroying society is just so much fun!
  • ‘First Fright’ vs. ‘True Fright’: sure, we’re afraid of enforced barcode tattoos because totalitarianism!…but maybe we’re really afraid because it really sounds so seductively convenient;
  • Picking and choosing ‘normal’: how to balance having enough familiarities with society today with creating shocking changes that go right to the heart of our fears;
  • Fear leads to the dark side (unless you’re already there): creating dystopian characters that invite both shock and sympathy;
  • To apocalypse or not to apocalypse: do we really need nuclear fallout or an alien invasion…or can we do it all ourselves?
  • Playing with your food: how to put a new and unique spin on zombies, aliens, and food shortages (i.e. asking critical questions like whether Soylent Green is gluten-free).

A recording of this class is also included with purchase.

About the Instructor

Cait Reynolds is a USA Today Bestselling Author and lives in Boston area with her husband and neurotic dog. She discovered her passion for writing early and has bugged her family and friends with it ever since. She likes history, science, Jack Daniels, jewelry, pasta, and solitude. Not all at the same time. When she isn’t enjoying the rooftop deck that brings her closer to the stars, she writes.

 

AUGUST CLASSES

 

Kristen Lamb, W.A.N.A. International, business for authors, selling for writers, sales for writers, how to sell more books

SALES…for those who’d rather be stabbed in the face.

Instructor: Kristen Lamb

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: Thursday August 9th, 2018 7:00-9:00 p.m. EST

REGISTER HERE

Writers are in the entertainment business. Notice the second half of our job title is business. The lifeblood of all business is sales.

But, to be blunt, most creative professionals would rather be stabbed in the face than ‘do sales.’ Yet, if we don’t sell books, our career is doomed (regardless of how we publish).

One of the MAJOR reasons so many people are afraid of sales is because what’s being taught as ‘sales’ is actually ‘direct marketing.’

Direct marketing is NOT sales. It IS, however, pushy, icky, and hasn’t been effective since The Spice Girls were cool.

Sales can be fun. In fact, believe it or not, humans are wired for sales. It’s part of our biology. Problem is, humans are also wired to overcomplicate things…which is why so many of us freak out over sales.

This class is to remove the fear factor and clarify what selling entails for the professional author. Not all products are sold the same way…which is why there are no late-night infomercials hawking Hadron Colliders or F-16 fighter jets. Our sales approach must align with the product we’re selling, or we’re doomed before we begin.

This class will cover:

  • Why direct marketing doesn’t sell books;
  • Tame wasters versus time savers;
  • How to be paid what we are worth;
  • Ways we can make ads, promotions and marketing far more effective;
  • The unique way books must be sold;
  • How to set goals and create a scalable strategy;
  • Explore the S.W.O.T. analysis and why we need one;
  • How to differentiate our brand and product in an over-saturated marketplace;
  • AND MORE!

***A FREE recording is included with class purchase.

About the Instructor

Kristen LambKristen Lamb is the author of the definitive guide to social media and branding for authors, Rise of the Machines—Human Authors in a Digital World. She’s also the author of #1 best-selling books We Are Not Alone—The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer. She’s just released her highly acclaimed debut mystery-thriller The Devil’s Dance.

Kristen has written over twelve hundred blogs and her site was recognized by Writer’s Digest Magazine as one of the Top 101 Websites for Writers. Her branding methods are responsible for selling millions of books and used by authors of every level, from emerging writers to mega authors.


steampunk, writing

CLOCKWORK & CORSETS: BUILDING A BELIEVABLE STEAMPUNK WORLD

Instructor: Cait Reynolds

Price: $50.00 USD Standard

Where: W.A.N.A. Digital Classroom

When: FRIDAY, August 3, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

Who doesn’t love some steampunk cosplay? Corsets, goggles, awesome hats…

Steampunk has become one of the hottest genres today, crossing the lines of YA, NA, and adult fiction. It seems like it’s fun to write because it’s fun to read.

However, there’s a world of difference between the amateur steampunk writer and the professional steampunk author, and the difference lies in the world they create.

Is your steampunk world historically-accurate enough not to jar the reader out of the narrative with anachronisms? Does your world include paranormal as well as steampunk? Are the gadgets and level of sophistication in keeping with the technologies available at the time?

Steampunk is not an excuse to take short-cuts with history. Good writing in this genre requires a solid grasp of Victorian culture and history, including the history of science, medicine, and industry.

This shouldn’t scare you off from writing steampunk, but it should encourage you to take this class and learn how to create a world that is accurate, consistent and immersive.

This class will cover a broad range of topics including:

  • Not-So-Polite Society: Just how prim and Victorian do you want to get?
  • Grime and Gears: How to research Victoriantechnology, science, medicine, and industry without dying of boredom?
  • Putting the ‘Steamy’ in Steampunk: How to obey (and more importantly, break) Victorian rules of romance;
  • Keeping it Real…ish: How to drop in historical details without info-dumping, and how to describe and explain your steampunk innovations without confusing.

A recording of this class is also included with purchase.

About the Instructor

Cait Reynolds is a USA Today Bestselling Author and lives in Boston area with her husband and neurotic dog. She discovered her passion for writing early and has bugged her family and friends with it ever since. She likes history, science, Jack Daniels, jewelry, pasta, and solitude. Not all at the same time. When she isn’t enjoying the rooftop deck that brings her closer to the stars, she writes.

 


When Your Name Alone Can Sell

Instructor: Kristen Lamb

Price: General Admission $55.00 USD/ GOLD Level $175

Where: W.A.N.A. Digital Classroom

When: Thursday, August 16th, 2018. 7:00-9:00 p.m. EST

REGISTER HERE

LEARN TO BE A BRAND BOSS!

All authors need a brand, so this class teaches how to locate and cultivate your audience into passionate fans who BUY YOUR BOOKS!

How can you grow your platform and turn your name alone into a bankable asset? Not as hard as you might have been led to believe.

You DO NOT need to be a tech guru/mega-high-pressure-sales person to excel at this. In fact, best you aren’t.

Yet, the reality is that in the digital age of commerce, consumers rely on brands more than ever in human history. They’re overwhelmed and we can help them out….by finding US.

Consumers (which is code for readers) buy from who they know, like and trust. In a sea of infinite choices a powerful NAME is a tremendous asset.

Can you say “James Patterson”?

The single largest challenge all writers face in the digital age is discoverability and connecting with our audience is a challenge but nothing we can’t handle.

This class will address:

  • What is a brand? How to make one uniquely your own.
  • How to BE YOU! You’re a writer, not an insurance salesman!
  • Harness your imagination & creativity for better results (No one likes SPAM, so don’t serve it!).
  • How to use this information to locate, engage and cultivate an audience.
  • Myths about exposure.
  • Common scams that will wreck your brand and earning ability.
  • Why most promotion is a waste of money.
  • A list of expensive and not-so-bright ideas for reaching readers.
  • Knowing when and HOW to promote.

Overall this class is about working smarter not harder. This class is to teach you to think strategically so all energy is focused. Sure, we have to hustle, but why not hustle and there be an AUTHENTIC PAYDAY for all that hard work?

GOLD LEVEL AVAILABLE: This is you working with me (Kristen Lamb) for 90 minutes building, defining, refining your brand and putting together a PLAN! Time is money and professional consulting saves BOTH.

****A FREE recording is included with purchase of this class.

About the Instructor

Kristen LambKristen Lamb is the author of the definitive guide to social media and branding for authors, Rise of the Machines—Human Authors in a Digital World. She’s also the author of #1 best-selling books We Are Not Alone—The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer. She’s just released her highly acclaimed debut mystery-thriller The Devil’s Dance.

Kristen has written over twelve hundred blogs and her site was recognized by Writer’s Digest Magazine as one of the Top 101 Websites for Writers. Her branding methods are responsible for selling millions of books and used by authors of every level, from emerging writers to mega authors.