Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Tagged: author branding

Faleena Hopkins, Cocky, Cockygate, trademark abuse, publishing, author branding, trademark trolling, amazon, RWA

Call me cocky for even weighing in on this issue (at your own peril). But, seriously, folks. It’s rare to run across something so epically wrong AND foolish and…ironically, cocky. As an author branding expert, I’d be remiss NOT to say something about Cockygate (though I seriously hate having to).

Cockygate.

Yes, folks, it’s a real thing. A subject—cocky—we’ll touch on today (with gloves).

I’ve dedicated over ten years, three branding books and close to thirteen hundred blogs to help my fellow authors. Why? Because this job is brutal. We take crap from countless vectors.

For instance, even though our culture spends the lion’s share of their disposable income (and free time) consuming entertainment…apparently creating this entertainment is not a ‘real job.’

*face palm*

Writers are often paid last and the least (if at all) even in legacy publishing…which is why we need agents. Regardless of pedigree, most writers write for love not money (though we universally agree money is AWESOME).

Why I’m Cocky Enough to Care

I didn’t set out to become a branding expert or blogger, but I tend to have a crusader personality. Which is why my coauthor mocks me and calls me a Griffendork. And I’m cool with this because I know what it feels like to have the world against you and feel (or even actually BE) all alone.

When we step out to become novelists, it’s normal to get pushback. When I announced I was leaving sales to become a writer, my family made the natural assumption I was joining a cult.

Then didn’t talk to me for two years.

Writers deal with a lot of BS, so I’ve spent YEARS stepping into protect other authors from said BS (especially the newbies). Like a fluffy middle-aged superhero, with yoga pants covered in cat fur.

Anyway…

When one adds up the BS from Goodreads trolls, regular trolls, sockpuppets, algorithm scams, piracy, plagiarism, and ‘reviewers’ who fail to appreciate there might be an ACTUAL HUMAN WITH FEELINGS on the other side of the review, you know what you have?

Enough stress to turn Tommy Chong into a cutter.

Then there’s the rampant (and unrepentant exploitation) from MEGA MEDIA BRANDS all using the ‘Exposure Dollar Ponzi Scam’ to rake in millions using creatives as free labor and yeah….

I’ve had a full dance card.

Writers are incredibly brave. They willingly endure an incredible amount of cruelty and sacrifice time and their own money to do what? To entertain. To ideally make some stranger’s day just a bit better. That’s a hell of a noble goal.

And this is precisely why I’m so rabidly protective.

A Caveat

In fact, I am so protective of my fellow authors, I wish I had a time machine so I could go back and stop this author, explain to her how branding really works so I might have saved her from herself. This gal wrote and published seventeen novellas in two years. That’s a hell of a work ethic and there’s a lot about that to be admired.

It’s just the next part that puts me in a weird position.

While I do possess a modicum of compassion for this singular author, her ill-conceived and poorly thought out actions have done untold damage to countless others. Damage that will take months to even fully realize.

And, FYI, for anyone who thinks I’m mean? Calling out a dirtbag move, mocking what deserves mocking, and using a$$hattery as a cautionary tale is not ‘trolling.’

Kind of like when those Olympic swimmers in Brazil claimed to have been robbed and held at gunpoint? Only for us to find out they were piss drunk (literally) and vandalizing a store? And that the ‘evil men with guns’ were not robbers, rather security guards and police?

When the public openly denounced this behavior?

Not trolling.

Anyone who threatens legal action to confiscate honestly earned royalties from innocent authors doesn’t get the victim card, any more than a drunk Olympian urinating all over a gas station then filing a false police report does.

What’s the Deal with Cocky?

Funny, I asked the same thing. In fairness, a lot of other bloggers have done a WAY better job explaining what’s come to be known as Cockygate (like Jami Gold’s Branding: The Right Way vs. The Wrong Way).

But I’ll give the Spark Notes of the scandal we never thought we’d see, let alone be discussing.

In a nutshell, indie author Faleena Hopkins trademarked the word ‘cocky.’ Yes, a word commonly used since the 16th century. A word very commonly used in the romance genre.

This might not have been a big deal, except the author then used her newfound power to threaten and bully fellow authors who’d used ‘Cocky’ in their titles.

I WISH I Were Joking

To make this worse (if it could be worse) Ms. Hopkins took it upon herself to personally e-mail her competition with her ‘reasonable’ demands and spell out the legal consequences for those who failed to comply.

Let’s take Jamila Jasper, for instance…whose book The Cockiest Cowboy to Have Ever Cocked I just bought on a) principle and b) to show actual-money-spending-support for the wronged Jamila Jasper and c) to express my gratitude for her sharing THIS with my other new hero Jenny Trout ,whose post on this entire cock-up is sheer GENIUS…

Exhibit A:

How benevolent! Makes me all misty-eyed. Wait, no…not seeing mist. Seeing more like…red?

To threaten to sue, forcibly take another author’s hard-earned royalties and also make said target PAY for being screwed…then follow it with how seriously you take your victim’s hard work?

Just…wow.

What’s next? Car-jackers demanding gas-money in polite thank you cards? Hand-delivered by large ex-cons with tire-irons and a thing for breaking kneecaps?’

Legal Z…Doom

Ms. Hopkins isn’t the first person to NOT ‘get’ how the whole trademark thing works. We can pay and apply to own the trademark on pretty much any word. If you want to own the word ‘snollygoster’ because it’s a super fun word that should be used more often and this word makes you (okay, me) laugh every…single…freaking…time?

Knock yourself out. You just kind of can’t do anything with it other than maybe brag you own the word snollygoster.

If memory serves me from when I applied for a trademark, you fill out a bunch of forms, wait ninety days and if no entity, person, organization raises a fuss and files to contest? TM granted!

In fact, one might imagine the aforementioned attorney name-dropped in the threatening letter could be rather miffed with how this Cocky TM has played out (though this is total supposition on my part).

One can hire an attorney to TM a word. Since attorneys like money, they go, ‘Um, okay. Cocky? Sure you don’t want to own snollygoster?’

Then they file the paperwork and make their money. Done.

Or not.

Unwanted Weaponizing

Could be wrong, but I’m fairly sure this firm never anticipated anyone weaponizing the word ‘cocky.’ Or using their name and BRAND to do it. I have no way to know for sure. But logic dictates this firm didn’t consent to being the brute squad used to terrify honest hard-working writers into dismantling their livelihoods out of fear.

*makes weird ‘pondering’ face*

Never seen a law firm rufied.

Well, Cockygate is proving there is a first for everything.

Then since the Federal Trademark Office and Amazon have an act-first-then-sort-this-crap-out-later policy, they’ve also been rufied/weaponized. I can’t imagine the FTO or Amazon being very thrilled with being wielded to kill off competition for one author’s personal gain.

Oh to be a fly on the wall….

Trademark Trolling

But I OWN ‘COCKY’, and here is my TRADEMARK! 

Hmm, yeah owning the trademark for a word doesn’t mean as much as this author apparently hoped (mainly because there are no permanent legal teams in place defending every word in the dictionary against BS trademarking for profit).

See, if writers (or anyone else for that matter) could rampantly trademark common words then sue anyone who used the words they ‘owned’ and take their money by force? Publishing would pretty much implode.

Besides, if this sort of plan worked? Go big or go home! If making money by ‘owning’ words were a legit business plan, I’d totally TM all conjunctions…and y’all just lost ALL FUNCTION 😛 .

But I wouldn’t do that, namely because that would be a jerk move and also, one only has to war-game this out about three steps to see it wouldn’t ever work. To be certain though, I consulted MY attorney.

Hey, Mr. Eight, can I go TM all the conjunctions? Then sue anyone using compound sentences?

Faleena Hopkins, Cocky, Cockygate, trademark abuse, publishing, author branding, trademark trolling, amazon, RWA

Mr. Magic Eight Ball Esq. gives pretty amazing legal advice.

But It’s NO BIG DEAL

This author, instead of backing off and apologizing, keeps insisting this is no big deal. Yes, but it IS. It is a VERY, VERY BIG DEAL for all authors (which is why I’m talking about this).

As an author who’s self-published two out of five books, myself, I was astonished that someone who’s self-published seventeen titles would claim these changes are no big deal.

Just get a new cover *hair flip*. 

Seriously? Covers can run hundreds of dollars. The authors would need a cover for paperback AND e-book. Then you need whole new ISBNs (not cheap). You’d have to trash any inventory, swag, ads, promotions and pull and then pay to reproduce any audio books.

If this is a SERIES with ‘cocky’ the costs of Ms. Hopkin’s ‘minor’ changes just made ME want to cry…and I don’t even write romance.

And demanding these changes literally right before CONFERENCE SEASON?

*breathes in paper bag*

The ripple effect of Ms. Hopkins’ demands are way bigger than what little I just laid out. For the aerial view of the Cockygate devastation, go read Jenny Trout’s post for the full run-down of what Faleena keeps asserting is ‘no big deal.’

As a wise man once said,“You keep using that word, I do not think it means what you think it means.”

She keeps insisting no authors are being harmed, because retitling only takes ONE day.

*bangs head on table*

You know what else takes one day? Tanking a brand. Where’s a Hot Tub Time Machine when you need one?

Community 

Part of why I’ve worked my tail off to create author communities is so we can support each other, give advice, and even act as designated drivers…only for dumb@$$ ideas. Instead of taking away car keys, we lovingly mock our friend’s stupid plan until this friend wizens up.

Which is why I don’t own a full-sized trebuchet.

My writer friends all know me. Which means they also know I’m highly unlikely to use that power for good.

Being part of a group of fellow authors who care has benefits. They’ll do anything short of break the law (or break the law without getting caught) to save us from evil bright idea fairies. Educated, loving groups could’ve explained how it’s simple to protect a brand…without nuking it from orbit.

Beyond the Social Media Mess

Anyone who uses the FTO and Amazon to kneecap competition, has more than social media backlash to contend with. Authors guilty of nothing more than using an extremely common word in their romance titles are now embroiled in a legal nightmare, some possibly facing financial ruin.

Yep, that’s gonna come back to bite.

This ‘Cocky’ plan also has awoken RWA to take legal action and protect innocents caught in the cocky cross-fire. I could almost hear the collective voices of romance authors crying, Release the Kraken!

*backs away slowly*

Making a Cocky Contribution

I find it vastly amusing that Switzerland has spent roughly thirty years and $6.5 billon for what? To build the Large Hadron Collider. The goal of the LHC? Possibly create a small black hole.

Just a teensy singularity.

CERN has long been searching for ‘The God Particle.’ They also longed to be the first to create a spot of infinite density here…on Earth. In a bizarre twist, more than a few misguided authors have already done this. One can look HERE, HERE, and DEFINITELY HERE.

Multiple black holes.

***No Hadron Collider required.

Granted, these authors didn’t create ‘The God Particle,’ only the slightly-less-sexy-and-yet-far-more-perplexing ‘I Think I’m God Particle.’ The bugger of all this, was how preventable all these incidents were.

Count the Cost

It really pains me this is even a discussion, but is what it is. I know, some discussions we never thought we’d need, like why teenagers shouldn’t eat Tide Pods.

SMH.

Trust me, I was hesitant to even weigh in on this issue but crucial conversations are called crucial for a reason. Not all writers have been around since AoL was cool, and may be unaware that, in the social media age, branding has evolved. Sometimes it can feel like juggling nitroglycerine.

Or maybe just this post feels like that.

Suffice to say, there are a lot of ‘things’ we writers CAN do, just it’s wise to stop and ask if we should. Better still, ask other friends who are unafraid to lovingly call us an idiot. Writers, overall, are some of the most helpful, selfless, and supportive friends we can make.

Which might explain why we can go a tad psycho when one of our own crosses what should be an obvious LINE. You know, like setting a legal precedent that could collapse our entire industry faster than Kanye West’s fashion line.

My heart goes out to authors impacted by this…this….I don’t even know what to call it. If there’s any way I can help, I’d be happy to do what I can.

For those romance authors who’ve been cocky-blocked? We are on your side and rooting for you. You shall prevail!

What Are Your Thoughts? 

Other than most common thoughts like, ‘What the hell just happened?’ ‘Is this for real?’ ‘Can people DO this?’ Though, you know? Feel free.

I do love hearing from you because it’s how I learn and grow as well.

Meanwhile, I’m going to go do something productive, like work on my comedic screenplay about a struggling male exotic dancer who ‘loses his shirt’ and determines to win back his fortunes by becoming a professional boxer.

And, of course, it’s called…COCKY.

 

 

 

 

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

Publishing is a business, and—SURPRISE—so is being an author. By definition, anyone who decides to go pro is automatically an author business. ‘Business’ is what separates the hobbyists, dabblers, amateurs and wanna-be’s from true professionals.

I can already hear the great gnashing of teeth. Calm down. *hands paper bag* Breathe. 

One of the main reasons emerging writers fail to see any fruits from all their efforts is a lack of foundational knowledge. What does the author business actually entail?

Not nearly as much as one might be led to believe, which we talked about in my last post What Chef Ramsay Would Say About Writing.

Think LIKE a BUSINESS

When we add the word business to author our thinking shifts. To succeed in business it’s critical to first define it (known as a mission statement). What IS our business, and what does it DO?

Writers need to do the same. What kind of author do we want to be? It matters. As we mentioned last time, Louis L’amore had a very different operational tempo than Michael Crichton. So decide. It isn’t set in stone. We can change our minds, so relax 🙂 .

Suffice to say too many authors (I’m guilty too) get mission drift because we fail to focus and keep this SIMPLE.

These days it’s easy for emerging writers (actually all writers) to become confused and overwhelmed. Why? Digital age authors now have the ability to perform roles that were off-limits before Web 2.0.

Yet, just because we CAN perform these roles doesn’t automatically mean we MUST.

Feel free to learn formatting and cover design. Want to become a mega-marketer/promoter? Go for it. Is this all essential? Nope. All we need are the Three Bs—Books, Brand and Buds. Focus on these THREE first because all that extra stuff is a waste of time and resources without the Trinity of Success.

Fortune Favors the Prepared Not the Perfect

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

No matter what business we’re in—including the author business—education is critical. A quick caveat, though. We don’t need to know every single last little bit of everything before acting.

There’s a fine balance between diving head-first into a lake without testing if the water’s only three feet deep versus believing we need to map the world’s oceans before ever learning to swim.

A happy medium is all good.

Be wary of any expert who gives you a panic attack with all the stuff you ‘must know’ or ‘must do’ to succeed.

Any ‘expert’ who tells you (especially as a beginner) that the author business is so vastly labyrinthine we can’t possibly comprehend it has an agenda. Yes, there will come a point where there is far too much for us to manage (complexity)…which is why God created editors, and literary and film agents.

My training company offers classes from top professionals on the finer points of this business, but nothing we teach will work without the BIG THREE B’s—books, brand and buds.

Author Product—Books

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

All businesses have a service or a product. As authors, our products are BOOKS. Not spam. Please leave that to Hormel.

Our top priority is to write great stories people want to pay to read. That is all. Start simple. Every mega-author-success started SIMPLE. Begin with a great story and simple goal.

J.K. Rowling

Began with a goal of writing young adult fantasy fiction with a boy as her core protagonist. At the time, this was crazy talk! Boys didn’t read books. Girls did. Yet, Rowling stuck to her core simple goal and look at what Harry Potter eventually evolved into.

She didn’t begin with a detailed plan for merchandising, fan fiction, and sketches for a theme park at Universal Studios. This all evolved from something inherently simple—the saga of a boy who was really a wizard.

Andy Weir

For a more recent example, let’s look at Weir. After a string of failures and meh writing successes playing by the ‘rules’ Weir figured he had nothing to lose being different. His goal? Write a hard science book on his blog about an astronaut stranded on Mars. Then? Crowd-source experts for accuracy.

Every agent would have told him this was a dumb use of time and he’d never get a book deal. No reader would buy a book already posted for free on a blog.

Andy didn’t care and pressed on with a story and idea he was passionate about, and The Martian broke all the rules and the records (the book and the movie).

Author Business—Brand 

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

Brand is also super simple and you can do it yourself. In fact, ONLY you CAN do it. We’re in an age of authenticity, so outsource and pay people to ‘be you’ at your own peril. That’s called…cat-fishing.

Which just ticks people off.

Branding is not complicated. A brand is simply what comes to mind (impressions/emotions) at the mention of a name.

When I mention Tiffany’s no one thinks coupons and deep discounts. It evokes a specific color, the iconic Tiffany blue box with a white bow. Luxury, indulgence, special.

What about Walmart? Starbuck’s? Levis? Apple? Porsche? All these businesses and products evoke images and emotions. Celebrities are a brand. Samuel L. Jackson conjures up a very different impression/emotional response than Amy Pohler.

We Are the Brand

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In life, all people have a personal brand—the jock, the tech geek, history buff, gym rat, Pinterest mom, etc. These will also come tethered to emotional impressions which can be good, bad or neutral.

We humans label people based on behavior/impressions. Maybe this is unfair, but fair is a weather condition.

There are people in life and on-line we can count on to make us smile, to laugh, to encourage, inspire, uplift, and generally make our day just a bit better.

Then there are those who are high-maintenance, manipulative, hotheaded, depressing, critical or nonstop complainers. They use the term ‘spreading awareness’ when we all know they’re really spreading poison. We don’t like these people in life OR on-line.

The only difference in a personal brand and an author brand is our name eventually should become a bankable asset driving book sales.

People won’t remember what we said, but WILL remember how we made them feel. Everyone has an off day but what are we consistently putting out there? When someone says our name, do others smile or reach for antacids? What is their experience?

Brand CAN Make or Break Us

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

Businesses are very careful about product and brand. A restaurant can have the most amazing food in the world, but if the experience/impression is a disaster, the restaurant as business is doomed.

In this post from a couple years ago, I relayed my experience at a hot NYC restaurant, owned and operated by a chef who’d won Iron Chef. We were stoked to eat at this place and called ahead for reservations and to make sure they could accommodate my food allergies (which they assured they could).

Problem was, this world-class chef forgot the business of his business. Yes, his food was ‘art’ but ultimately his job was to feed the people who showed up to fork over $300 to eat. He was charging those high prices not only for superlative cuisine…but for an incredible experience.

This chef refused to serve me just a steak with vegetables and kept instructing the waitress to push parsnip soup on me.

Why?

Because removing the potatoes (loaded with dairy I was allergic to) ‘….ruined the aesthetic balance of the plate.’

Actual quote.

It was only after this hungry and highly pissed off Texan threatened to ruin the aesthetic balance of a pretentious chef …that I got my steak (probably dropped on the floor but I didn’t care because I was famished).

A year later when I returned to NYC, that restaurant was gone. The steak? Forgettable. A chef refusing to accommodate severe allergies because it impacted how the plating LOOKED? Killed his restaurant, his brand and his dream.

Takeaway here is that the book business is not about us, and ALWAYS about the reader. Feel free to never get on social media or talk to anyone. But how do you feel about people who never engage with you until they want something? 😉

Also, feel free to rant and rave and spout whatever on-line, but again, that’s placing ego over experience. Thus, if we use our on-line followers as a meat-shield for all that ticks us off…we should not be shocked when patrons ‘dine’ elsewhere 😉 .

Why Social Media?

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

Books used to be the strongest part of an author brand because there was no social media. Ah, but here’s where it can get sticky. Savvy authors are constantly engaging on-line and in person. Interaction with us ideally becomes a regular part of our fans’ days…which can eventually become a stronger component of our brand than the book.

Marketing and ads (alone) don’t sell books. Never have and never will. Word-of-mouth is what sells books, thus the idea of not engaging on-line is pretty much career suicide.

Readers of today discover who and what they love on-line and they’re far more likely to buy from authors they know and like. And, cumulatively, they’re spending a LOT more time with authors on-line than in the 12-15 hours required to read a novel.

Food for thought 😉 .

Even though I firmly believe the small, independent brick-and-mortar is making a MAJOR comeback, algorithms will be a critical determining factor of which books (authors) grace the shelves.

Bookstores need to SELL books to pay for overhead and make a profit. SHOCKING FACT: Bookstores will order boxes of a mediocre novel with a passionate fan base (and strong on-line sales) over a novel so glorious angels sing…only no one’s ever heard of the book (or the author).

If a book isn’t selling on-line, why would a bookstore risk shelving it? They won’t because it’s bad business.

Author Platform—A.K.A. ‘Buds’

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True, novels are powerful for a brand (which is why we need an excellent product), but times are a changing. The reader of the digital age is far more likely to factor in how they feel about the author as a person before making a purchase. This is why platforms are vital to success.

What is a platform? Buds. Buddies, peeps, followers, fans, devotees, and friends. Real ones. Yes, it takes some time, but true fans/followers/friends are GOLD and worth every minute we invest in them.

True on-line friends are positively evangelical about our blogs and books. I’d take five hundred devotees over five-hundred-thousand purchased followers who don’t give a hoot.

You Be YOU

author success, how to sell more books, how to find readers, book marketing, Kristen Lamb, book promotion, social media for authors, author branding, Kristen Lamb, author business

You be you…unless you’re a jerk. Then my advice is to fake it until you’re no longer a jerk. I had to, which I relayed in my Confessions of a Recovering Jerk. Social media forced me to learn emotional discipline, discernment, and revealed I was not a very nice person. Over time, my habits changed and with steady practice, eventually I changed.

This said, keep it simple.

The brand is simply YOU (and you’re more than a writer, FYI so talk about something other than writing, please). Social media is social, like a party. Just be present, be fun and be cool.

Yep, that’s pretty much it. Create a relationship. Talk to people. Give, listen, be interested in others. #MindBlown

Humans gravitate to authenticity…just don’t get crazy. It’s okay to have a rough day but followers a) don’t want to be regularly depressed b) dragged into needless drama and c) we aren’t stupid. We can spot manipulation and it ticks us off.

I’m cleaning up my Facebook friends. If you can see this, type in the comments how we met.

I bet no one will give this post even ONE share.

I can’t believe you would say that. You know who you are O_o. Just unfriend me.

The hell? What is this? Sixth grade?

We don’t like Vague-Booking, drama or having to jump through hoops. Authors who are that high-maintenance and we’ve not even MET in PERSON? Buh-bye.

Conversely, don’t feel the need to be super happy all the time. Followers don’t like Pod People fakes either. Folks who are constantly #blessed #blessedlife #keepingitreal #blessedandreal #reallyblessed. We see through it, which is why we are #gone #unfriending #RollingEyes #FeelingGagReflex.

Keeping It Real & Special

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Contrary to what some ‘experts’ might proclaim, it’s unnecessary to be everywhere all the time. We can’t do this and also write excellent books. Social media omnipresence is the sloping road to hell. Being everywhere all the time inevitably requires automation to remain sane and also have time to write BOOKS.

Problem is, who wants to eat spam? I don’t. Why would I shovel that garbage onto my fans? I’m not on Twitter to be blasted with ads. If I want to gorge on unwanted spam I can open my Yahoo mail.

I know some people will defend automation to the death. Fine. Opinions vary. Yet, I find the same people with five Twitter identities barking out the same messages want to take MY time and attention, but rarely give of theirs.

Hmmm, once dated that guy in college. Wasn’t fun then either.

This goes for books, too. Other ‘experts’ claim we need to publish a book a month or a novella and have a newsletter and be on every social site and blog every day and get a book blurb and contests and guest posts and run promotions….

This reminds me of an old Country & Western song: How Can I Miss You if You Won’t Go AWAY?

See? SIMPLE

Books, brand and buds. Just because this is simple doesn’t mean it is easy. Writing novels readers want to pay retail for is hard work. Being on-line and engaging regularly requires discipline and robots cannot do it for us.

We can do a little a day, consistently and it all adds up.

What Are Your Thoughts?

Does this help the idea of the author as business seem more doable? For me, three BIG ideas to keep track of help keep me grounded. Trends and fads are exhausting. Great stories, fun and friends are ALWAYS popular. Publishing might change daily but humans don’t. So share those funny memes and cat videos because YES it is great for positive branding 😉 .

I love hearing from you and am not above bribery!

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

CLASSES!

Business of the Writing Business: Ready to ROAR!

Instructor: Kristen Lamb

Price: $55.00 USD

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

When: Thursday, February 15, 2018, 7:00-9:00 p.m. EST

Being a professional author entails much more than simply writing books. Many emerging authors believe all we need is a completed novel and an agent/readers will come.

There’s a lot more that goes into the writing business…but not nearly as much as some might want us to believe. There’s a fine balance between being educated about business and killing ourselves with so much we do everything but WRITE MORE BOOKS.

This class is to prepare you for the reality of Digital Age Publishing and help you build a foundation that can withstand major upheavals. Beyond the ‘final draft’ what then? What should we be doing while writing the novel?

We are in the Wilderness of Publishing and predators abound. Knowledge is power. We don’t get what we work for, we get what we negotiate. This is to prepare you for success, to help you understand a gamble from a grift a deal from a dud. We will discuss:

  • The Product
  • Agents/Editors
  • Types of Publishing
  • Platform and Brand
  • Marketing and Promotion
  • Making Money
  • Where Writers REALLY Need to Focus

A recording of this class is also included with purchase.

Self-Publishing for Professionals: Amateur Hour is OVER

Instructor: Cait Reynolds

Price: $99.00 USD

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

When: Friday, February 16, 2018, 7:00-10:00 p.m. EST

Let’s get down to brass tacks. Are you going to go KDP Select or wide distribution with Smashwords as a distributor? Are you going to use the KDP/CreateSpace ISBN’s or purchase your own package? What BISAC codes have you chosen? What keywords are you going to use to get into your target categories? Who’s your competition, and how are you positioned against them?

Okay, hold on. Breathe. Slow down. I didn’t mean to induce a panic attack. I’m actually here to help.

Beyond just uploading a book to Amazon, there are a lot of tricks of the trade that can help us build our brand, keep our books on the algorithmic radar, and find the readers who will go the distance with us. If getting our books up on Amazon and CreateSpace is ‘Self-Publishing 101,’ then this class is the ‘Self-Publishing senior seminar’ that will help you turn your books into a business and your writing into a long-term career.

Topics include:

  • Competitive research (because publishing is about as friendly as the Red Wedding in Game of Thrones)
  • Distribution decisions (because there’s actually a choice!)
  • Copyright, ISBN’s, intellectual property, and what it actually all means for writers
  • Algorithm magic: keywords, BISAC codes, and meta descriptions made easy
  • Finding the reader (beyond trusting Amazon to deliver them)
  • Demystifying the USA Today and NYT bestselling author titles
  • How to run yourself like a business even when you hate business and can’t math (I can’t math either, so it’s cool)

Yes, this is going to be a 3-hour class because there is SO much to cover…but, like L’Oréal says, you’re worth it! Also, a recording of this class is also included with purchase.

The class includes a workbook that will guide you through everything we talk about from how to do competitive research to tracking ISBNs and distribution, and much, much more!

Time is MONEY, and your time is valuable so this will help you make every moment count…so you can go back to writing GREAT BOOKS.

DOUBLE-TROUBLE BUSINESS BUNDLE

BOTH classes for $129 (Save $25). This bundle is FIVE hours of professional training, plus the recordings, plus Cait’s workbook to guide you through everything from how to do competitive research to tracking ISBNs and distribution and more.

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

Today we’re going to have a talk about LIES. Deception, half-truths, misinformation, and twisted realities. In my post about the success paradox we discussed how thoughts impact us in very real and tangible ways.

Our belief systems are like our ‘programming’ but malware abounds, very often in the form of lies. If we fail to recognize the lies and internalize them as ‘truths’ it’s akin to opening that infected PDF in our e-mail….

Welcome to the Blue Screen of Doom. Only it’s in our head.

For those who read the post, I suggested some exercises at the end to get a bead on what you really believe regarding success. Before I dive into this, I want y’all to grasp one fundamental fact about the human brain.

The mind cannot tell the difference between truth and lie. What we tell it, it simply accepts and obeys. Keep that ‘in mind’ as we continue.

A World of Lies

Why are you really doing this writing thing? If it’s for fun or a hobby then read no further. For those who want to be professionals? Take heed.

Lies can come in the form of all-or-nothing-thinking. Cute sayings that sound noble, self-effacing, humble and make us appear super nice. They seem innocent, but they’re progress poison.

Let’s use some common examples. Every time I write any post regarding wealth or success, inevitably I get responses in the comments like:

There are more important things in life than success.

Money doesn’t matter the most. What about love?

I’m here to write great stories, not for the money.

All three? LIES. Utter and complete garbage. Bear with me as we unpack these.

There Are More Important Things Than Success

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

Um…no kidding.

Just because success isn’t the most important thing doesn’t automatically make it therefore unimportant.  Prioritizing our dreams doesn’t immediately necessitate we a) abandon our families b) give no figs about world issues or c) seek to GUT anyone who might stand in our way faster than Cersie Lannister on bath salts.

If we’re constantly declaring success isn’t the most important thing in life, then why are we shocked when we can’t seem to get ahead? Success IS extremely important.

No one starts anything—a marriage, a family, a business, a novel—and thinks, ‘OMG, I cannot wait to fail at this. It will be AWESOME. My goal is to spend a ton of money, time and energy on my dreams for…NOTHING.’

When we say stupid things like, There are more important things than success we’re unwittingly programming in self-sabotaging behavior. We’re far more likely to put off our writing and treat it like a cute little hobby. We won’t invest money in learning to be better because who invests in the unimportant?

Also, we’re inadvertently dooming ourselves to amateur/hobbyist status because guess what, my sweeties….

To professionals? Success is VERY important.

Money Isn’t THAT Big of a Deal

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

*cough* Bu!!$#!* Yes, I know love, joy, happiness and self-fulfillment are important and matter. But here again we’re back in the same dumb@$$ thinking we had with success.

Which ‘matters most?’ Your heart or your lungs? Come on! Tick tock. Choose!

Money matters. Despite what people might say, money’s a pretty big deal. In fact, the lie that money doesn’t matter has been one of the main ways MEGA MEDIA brands have gotten away with using writers as their personal serfs. Convince writers money is bad and that asking to be paid for their work is dirty…and they’ll line up to work for likes, feel-goods, and ‘exposure dollars.’

When money matters, we start thinking like professionals. A hard lesson I am still learning:

You don’t get what you work for, you get what you negotiate.

Plenty of bloggers churn out amazing content for absurdly wealthy brands for free (exposure). If we claim money doesn’t matter, this sets us up to be preyed on by those who value money…a lot.

Um…the hell? No offense Mr. Editor, but…

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

Blogging aside, let’s talk books. A lot of authors work hard and are still broke. Even authors with great books. Why? Because when we claim ‘money isn’t all that matters’ we’re less likely to learn the business side of our business.

This leads to a) ignoring it b) delegating it. Delegating our business isn’t necessarily bad but unless we’re educated we’re unable to discern a good plan from a bad deal.

When writers prioritize being paid, we’re more likely to invest time, energy, money in areas where we’ll eventually benefit financially (I.e. blog on our own website). We’ll also step up our game, value our work and believe we’re entitled to reap the rewards.

That is What Businesses DO

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

Businesses want to be successful and also believe money is a super huge deal. Even non-profits prioritize money! The Red Cross doesn’t run on thoughts and prayers. We writers need to reevaluate what we believe about money and how it relates to US.

Why is it okay for the owners of websites like Huffington Post to make hundreds of millions off the hard work of unpaid labor? And to act as if they’re doing some benevolent service by grifting thirteen thousand creatives in the UK alone?

What other industry could get away with this? Can you imagine engineers, surgeons, or even construction workers being paid in exposure? NO. Why then is it okay to do to us? Why are we enabling profiteering parasites?

Fear Factor

The reason writers aren’t calling out this injustice is we’ve been groomed to believe their LIES. Too many of us believe big brands are doing US a favor by posting our work to their vast audience, but riddle me this….

If our writing is so shoddy we need to give it away for free (and be grateful), why do the big brands want our posts in the first place? How are these MEGA MEDIA brands raking in hundreds of millions of dollars (via ads) off writing that isn’t even worth paying the creators a single solitary dollar for?

The fundamental difference is businesses believe a) success matters b) money is important and c) they’re offering a product consumers want. The mega media brands know those surfing the web are in search of great content. Readers want to click on blogs about fashion, dating, family, gardening, pets, etc.

Yet, be careful. These brands also want writers posting for THEM so THEY make the money…which means they’ll also post a bunch of blogs about how blogs are dying and no longer popular.

How the hell does that make any sense on any level? Critical thinking here.

If blogs are dying, then what the heck are we reading when we’re being told blogging is a dying form? Smoke signals? Jazz hands? No, we are reading a BLOG telling us BLOGS are dying.

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

It’s a mental game to make us insecure, a lie to convince us we can’t do it on our own. The mega brands know if we blog on our site and create our own following, we (eventually) make the money and not them.

I Just Want to Write Great Stories 

Wonderful! All the more reason to take success seriously. Professionals hone their skills. They read and study and take classes and seek out mentors. Also—just pointing this out—why are we acting like this is an ‘either-or’ scenario? Why not both? Why do we believe we must choose?

FUN FACT: We can write great stories and also make money. #MindBlown

In fact, the more money we make, the more time we can dedicate to writing even better books. The more capital we have on hand to invest in training, refining our skills, and creating a better product…the more good books there are in the world.

Society likes to promote this caricature of the ‘starving artist’ when, in reality, the highest paid people in the world technically don’t work ‘real jobs.’ Last I checked J.K. Rowling, Stephen King, Nora Roberts, James Patterson and George R.R. Martin aren’t panhandling at stoplights for spare change.

Our culture spends billions on entertainment, but the entertainers making money aren’t working for free. These entertainers (authors included) believe they have a right to be paid for what they create.

Also, if Amazon can make billions of dollars of profit, writers can make bank, too. Write excellent books and price them to reflect actual value. If our book honestly is good enough to be published at all, then we don’t need to cat-fight over fractions of KU pennies. And, if we are playing that ‘game’? Then deep down maybe our book wasn’t quite ready to be published after all.

Food for thought.

What Do You Believe?

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

Why are writers blogging for super wealthy brands for free? Why are so many writers churning out a gazillion hastily scribbled books for Amazon? A number of reasons.

As we mentioned, we’ve been groomed to be nice. It’s bad manners to self-promote and gauche to talk about money. We’re afraid of business because we don’t understand it and thus the ‘starving artist facade’ allows us a pass when it comes to learning skills and subjects that scare the crap out of us.

We want someone else to do that icky stuff so we can create *hair flip*.

Truth Bomb

Get good at the icky stuff and make money? We’ll have time to write more books and make even more money. Make enough money and eventually we can PAY people to do that icky stuff 😉 .

Another reason writers (and creatives) are so willing to work for free or for pennies is deep down we don’t really believe what we’re writing is worth paying for.

And *grimaces* sometimes we might even be correct. There is a learning curve to this. First we must LEARN, then later we can drop the L.

It’s easy to self-publish on Amazon then blame the lack of a marketing budget or our poor promotional skills for shoddy sales. You know what’s hard? Brutal even? Taking an honest look at our work admitting it needs to be better…a lot better.

Hey, I’ve been there. Y’all have NO idea how happy I am self-publishing wasn’t an option when I wrote my first ‘novel.’

The one that pees on the carpets and bites.

Yes, I want writers to understand the business of our business because it improves odds of success and protects y’all (and me) against predation. A MAJOR part of business involves brutal honesty about the product. If something isn’t selling, WHY?

If it can be fixed, then how? Fix it. If not? Then stop throwing more money at it. Nobody wanted New Coke no matter how many celebrities promoted it. If our book sucks, write a better one. Up our game and hone our skills. More promotion isn’t going to sell a crappy book nobody wanted in the first place.

Want to BE Free? Stop Being FOR Free

lies, what are you worth, how to price a book, working for exposure, pay the writer, Kristen Lamb, how to sell more books, make money writing, Amazon and Kindle Unlimited, Amazon, author branding

I’d like to posit a friendly challenge. Take some time and consider what you’re worth. What is the actual value of your writing? The MEGA MEDIA brands have almost all jumped on the exposure dollar bandwagon, paying writers with bragging rights while using euphemisms like ‘contributors’ so that profiting off a massive unpaid workforce seems less ‘icky.’

Tossing out a challenge.

Is that post you created for X MEGA BRAND worth at least one dollar? If it is, then they need to pay you that dollar or don’t post. This all has to begin with us. If we don’t value our work, no one else will either.

And yes, I blog ‘for free’ here, but free is part of a larger strategy that serves my goals. I own my content. My blogs build MY brand, MY following, MY SEO, MY credibility. I’m here cultivating MY future fans by serving them. My blog is a mechanism to drive class sales and book sales.

Anyone who guest posts here usually is teaching a class where they are paid generously BY ME. Because I VALUE them. Also, because I’m able to make money with classes, this means I can afford to tip the photographers at Pexel (a site that’s created ways their ‘contributors’ can be rewarded financially).

Our books? What are they truly worth? Might be time to get brave and raise the price. We had a saying in sales: Value perceived is value achieved. 

The Lies END HERE

We should be grateful for exposure (LIE). Exposure is a worthless currency and has been since Paris Hilton was cool. We need the power of big brands to build our tiny brand (MAJOR LIE). Major brands will use our own writing to destroy our brand by cannibalizing our SEO. Notice there’s no place for a shopping cart to sell our BOOKS where we might make money, but plenty of space for ads where THEY make millions.

When we blog for free for a MEGA MEDIA brand we enhance our resume and up our value (LIE). We are a battery. 

Amazon, iBooks and the Big Five have all the power (LIE). Write excellent books and cultivate a following (via social media/blog/multiple books) and you can bring your terms to the table.

I need to price my books low because of competition (LIE). Last I checked George R.R. Martin was not the only epic fantasy writer, so why aren’t his books 99 cents?

Yes, I have on my sassy pants today. I know this is scary but we can do this. Do it afraid, but do it. According to the Chinese Zodiac, 2018 is the year of the Dog. Don’t know about you but, while I’m willing to work like a dog, I’m nobody’s b*tch 😛 .

I love hearing from you!

And am not above bribery!

What do you WIN? For the month of JANUARY, 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!

Master Class: How to Write a Series

Taught by Kristen Lamb AND Cait Reynolds…together…in same room. It’ll be fun! Class is NEXT FRIDAY January 19th, 7-10 PM EST in our W.A.N.A. Digital Classroom. $75 for a three hour class of intensive education and lots of shenanigans.

A free recording is included with class purchase…though we reserve the right to edit out anything that can and will be used against us in a court of law.

Your Life as a Story: How to Write a Memoir

Instructor: Cait Reynolds

Price: $65.00 USD

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

Date: Friday, January 26th, 2018. 7:00-9:00 p.m. EST

We all have a story to tell, something worth preserving or even sharing. This might be the tale of our own life, or the life of someone dear to us.  Maybe we long to capture oral histories of relatives before the living past disappears forever.

Regardless, the memoir is a genre that requires an approach, voice, and technique vastly different from fiction.

Topics we cover in this class include:

  • Developing the thematic frame of the memoir;
  • Creating a compelling narrative structure out of facts and timelines;
  • The art of the follow-up question: going beyond the generic questionnaires to dig deep and mine memories to get the extraordinary details and important information;
  • Developing and refining your memoirist voice;
  • Knowing when extra research is needed, what is needed, and how to find it;
  • Filling in the gaps when no information exists;
  • Understanding legal constraints (i.e. libel) and how to maneuver around them yet maintain story integrity;
  • Recreating dialogue and excerpting from original documents (letters, journals, etc.);
  • Positioning your memoir for multiple markets.

****As always a free recording is included with class purchase.

 

 

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Normally my blogs are all about telling y’all you are not a special unique snowflake. But yeah y’all are but don’t get a big head about it 😛 . We just need to discern the places we are not special (I.e. we all have to do the work) and figure out the places we are and then USE that, especially when it comes to creating an author brand.

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We’re now into the Digital Age, and the ramifications of a connected world are still being revealed daily. But, there’s one trend I’d be hard-pressed to argue with. The 20th Century was all about homogeneity. Madison Avenue flourished by telling us which clothing brands made us cool, which car made us special, what foods were “healthy.”

Information was controlled by gatekeepers and commodities restricted by retailers, thus homogeneity was the goal. Homogeneity was simpler and required less paperwork and thinking.

Generations bought Wonderbread because it was “fortified with vitamins” and “good for your kids.” In 1986? Hope you liked stirrup pants. There was a cultural need to “fit in” and be like everyone else, especially those who were the “cool kids.”

“Pillars of Same” Go Crashing Down

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With the advent of the Internet and widespread use of social media, homogeneity is crumbling. Individualism is now revered more than ever in human history (often to the point of being irritating, but that’s another post).

And, no matter how weird, off-beat, or All-American we want to be? There is a subculture to embrace our style. Mega-trends have lost their power.

What this means is that, as consumers are faced with more and more choices, they’re segregating themselves into smaller and smaller subgroups. Love tattoos? Minis? Tattoos of minis?

Can’t get enough of Jackson Galaxy and cat whispering? Are you Stay-at-Home-Mom who kicks butt on a Roller Derby Team each Saturday? It’s all out there, and most of us are a unique mixture that can’t easily be categorized.

Spawn is a part of the gaming, HALO, NERF and Shoes are Evil subculture.
Spawn is a part of the gaming, HALO, NERF and “Shoes are for Suckers” subculture.

What all of this means is that 20 years ago, we knew which table to sit at–Jocks, Preps, Nerds, Geeks, Good Kids, Band Kids, Kid Who Smells Like Old Carpet. The lines were clearer, namely because we had only a handful of networks and limited retail outlets to define our identity.

Now? We have the reins of individual freedom and we like it.

What Does This Mean for Publishing?

Big publishing has a number of limitations. First, their size. Second, massive overhead. Third? 20th Century thinking. They have to find the mega-trend to stay in business, but what does this mean in a marketplace that is rapidly shifting to micro-trends?

NY is less able to spot the micro-trends, because in a world of algorithms, numbers and spreadsheets, one relies on the past to predict the future.

Business is always looking backward in order to move forward. It’s like trying to drive our car using the rearview mirror as the main guide. Says a lot about where we’ve been, but gives limited information as to what’s ahead.

Indies Have Revealed the Micro-Trend

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We’ve talked about the Fifty Shades of Grey phenomenon, yet I will point out that I’ve met agents who turned down the manuscript. It was through E.L. James’ massive volume of independent sales that the micro-trend surfaced and then NY could turn this success into a mega-trend. A genre which received little to no attention has grown exponentially.

This was one of the reasons I recommended NY create e-book divisions as early as 2009 (REAL e-book divisions, not vanity-press retreads). Find a good book, give it a chance and see if the trend emerged. If not? The product cost less to produce and the writer could earn a higher royalty.

Even if the book didn’t sell bazillions of copies, writers didn’t have to sell that many books to make a healthy living and be freed up to write more books. Now instead of NY banking the farm on finding the ONE mega-trend, they could reap the rewards of countless micro-trends.

Which is exactly what Amazon has been doing.

Amazon doesn’t need one author to sell two million copies (not that they are opposed to it), but they can easily have 20 or even a 100 authors sell two million copies. The money spends the same.

This is Why Social Media is Vital for Authors

Social media is vital for keeping our fingers on the pulse of the public (code for “readers”). We can use blogging to define our brand then use content to attract those who share our “subculture” tastes (I teach how to do this in my blogging class 😉 ) .

It’s the main reason it’s death to be the All-Writing-All-The-Time-Channel. That’s a one-dimensional subculture that is overfished and quickly grows stagnant.

Also, any writer worth his/her salt is interested in a lot of things. 

The more we feed our subculture, the healthier it becomes, and the more loyal.

We are all seeking our peeps, our tribe, our “friends” in a world that has become explosively larger.

Modern humans are overwhelmed with the sheer volume of choices, and, as a response, we stick to what we know. Sure, in 1999 we LOVED the megastore because it was new and shiny. Almost fifteen years later? Mega stores are going extinct.

In fact, in 2012…2012! I spelled out a plan to save Barnes & Noble. They didn’t listen, but apparently Amazon did. B&Ns are going under simply because they failed to appreciate the power of being small.

THIS was in our local mall.
THIS was in our local mall.

Boutique is BIG

We’ll pay a bit more to shop at the corner market who appreciates our love for exotic sushi, GF hot dog buns, and foie gras. We can buy Wonderbread at a supermarket or go to the small boutique grocer that sells sprouted grains for those of us in the crowd of Wonder-Why-We-EVER-Ate-Wonderbread.

Everyone wins.

Boutique stores thrive, but so do boutique BRANDS.

But There’s a Catch…

To spot and nourish the micro-trend, we must be present.

This is one of the many, many reasons automation gives me a twitch. Micro-trends can earn us a healthy living. A single writer doesn’t need to sell as many books to keep the lights on as NYC does. Also micro-trends have the potential to grow up to be mega-trends.

Spreadsheets can’t tell us as much as people can. And, trust me, people have a lot to say. Numbers can’t tell us as much about the future as relationships can.

What are your thoughts? Do you love a world where you can define your own style? Create your own genres? Mix in your varied interests? Have you met people on social media with similar hobbies that you’d never have met in person?

I LOVE hearing from you!

To prove it and show my love, for the month of SEPTEMBER, 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).

Check out the other NEW classes below! Including How to Write the Dreaded Synopsis/Query Letter! 

All W.A.N.A. classes are on-line and all you need is an internet connection. Recordings are included in the class price.

Upcoming Classes

NEW CLASS!

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

You’ve written a novel and now are faced with the two most terrifying challenges all writers face. The query and the synopsis.

Query letters can be daunting. How do you sell yourself? Your work? How can you stand apart without including glitter in your letter?

***NOTE: DO NOT PUT GLITTER IN YOUR QUERY.

Good question. We will cover that and more!

But sometimes the query is not enough.

Most writers would rather cut their wrists with a spork than be forced to write the dreaded…synopsis. Yet, this is a valuable skills all writers should learn.

Sign up early for $10 OFF!!!

Bullies & Baddies—Understanding the Antagonist September 2nd–September 16th

All fiction must have a core antagonist. The antagonist is the reason for the story problem, but the term “antagonist” can be highly confusing. Without a proper grasp of how to use antagonists, the plot can become a wandering nightmare for the author and the reader.

This class will help you understand how to create solid story problems (even those writing literary fiction) and then give you the skills to layer conflict internally and externally.

Bullies & Baddies—Understanding the Antagonist Gold

This is a personal workshop to make sure you have a clear story problem. And, if you don’t? I’ll help you create one and tell the story you want to tell. This is done by phone/virtual classroom and by appointment. Expect to block off at least a couple hours.

Your Story in a Sentence—Crafting Your Log-Line

September 7th

Log-lines are crucial for understanding the most important detail, “WHAT is the story ABOUT?” If we can’t answer this question in a single sentence? Brain surgery with a spork will be easier than writing a synopsis. Pitching? Querying? A nightmare. Revisions will also take far longer and can be grossly ineffective.

As authors, we tend to think that EVERY detail is important or others won’t “get” our story. Not the case.

If we aren’t pitching an agent, the log-line is incredibly beneficial for staying on track with a novel or even diagnosing serious flaws within the story before we’ve written an 80,000 word disaster. Perhaps the protagonist has no goal or a weak goal. Maybe the antagonist needs to be stronger or the story problem clearer.

In this one-hour workshop, I will walk you through how to encapsulate even the most epic of tales into that dreadful “elevator pitch.” We will cover the components of a strong log-line and learn red flags telling us when we need to dig deeper. The last hour of class we will workshop log-lines.

The first ten signups will be used as examples that we will workshop in the second hour of class. So get your log-line fixed for FREE by signing up ASAP.

Blogging for Authors

September 17th

Blogging is one of the most powerful forms of social media. Twitter could flitter and Facebook could fold but the blog will remain so long as we have an Internet. The blog has been going strong since the 90s and it’s one of the best ways to establish a brand and then harness the power of that brand to drive book sales.

The best part is, done properly, a blog plays to a writer’s strengths. Writers write.

The problem is too many writers don’t approach a blog properly and make all kinds of mistakes that eventually lead to blog abandonment. Many authors fail to understand that bloggers and author bloggers are two completely different creatures.

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

 

Image via Flickr Creative Commons courtesy of Ken.
Image via Flickr Creative Commons courtesy of Ken.

Very often when I write about brand and platform, writers assume I am talking about promotion and marketing (ads) and that is not only a false assumption, it can be a fatal one. When we hop onto Twitter or Facebook and are barraged with book spam, a big reason it annoys us (though not the only) is because the author is engaging in these activities with no solid brand or platform.

It then either becomes white noise (invisible) or worse an irritation (negative branding). Writers trying to create a brand by serving up copious book promotion will have a brand all right. The brand of self-serving asshat.

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?

We have to look at what a brand actually IS.

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.

Three 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 we found out the top execs have been giving themselves HUGE pay raises while hiking the cost of the only drug of this kind from $100 in 2007 to over $600 today?

Consumers are now seeing RED.

Seriously all it will take is one competitor to offer something comparable and it might just be enough to bury Mylan because greed is now part of their brand. That will be a tough stain to remove.

Even though they had an amazing product, they took advantage of having a monopoly and fattened their paychecks. I don’t know if there is a PR firm who can ever undo that damage. I’m fairly sure they’re going to be relegated to the Food Lion Dimension of Shame.

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

It isn’t just about a good 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 Coach, Ralph Lauren, Prada, Versace, Harley Davidson, Porsche, BMW, Mac Computers, John Deer, etc. So on and so forth.

Starbucks is hardly the best coffee, yet they’ve become almost synonymous with “coffee.” They also have branded a “coffee experience.”

But all of these companies (brands) did the same thing. They began with a name. Of course the name means nothing without a product. The name Harley Davidson would be just a name unless it came with motorcycles. But a name and a product alone are not enough.

Harley Davidson then had to go about crafting a unique emotional experience that was unlike its competition.

All of these brands we love have something in common, though. They built the brand and the platform first. Then any advertising or promotion is already advertising an existing brand. When we get a flyer that Levis are on sale, we know what Levis are. How do we know what they are? Levis is a brand.

All of these companies also have a platform.

What is a Platform?

Image via Flickr Creative Commons courtesy of Alex Santosa.
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. Because of his brand (tons of books) we know if we are part of his platform or we aren’t. If we are the type of reader who loves a sweet romance? King isn’t trying to court us. Why? We might know his brand, but we are not part of his platform.

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.

Image via Flickr Creative Commons, courtesy of Craig Sunter
Image via Flickr Creative Commons, courtesy of Craig Sunter

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, post, video and interaction serve to create the overall brand.

This is how bloggers like Jenny Lawson (The Bloggess) were able to become runaway successes. Lawson already had a huge fan base from her blogs and her Twitter following before the first book was ever released.

Since we are writers our product is our words. This is how blogging can become such a vital part of our brand. But beyond that, it is also going out on social media (platform of your choice) and connecting. Create a positive emotion that goes hand in hand with our name. 

Hint: Spamming the crap out of people does NOT create a positive experience.

Write More Books

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Thus, whenever I mention building a brand/platform I’m in no way talking about promoting or advertising. Those are separate activities that come later and their success will rest largely on how well we’ve done our job with the brand/platform.

Once we realize this, we can breathe easier and know it is OKAY to keep writing books even if we have no mega-super-duper promotion/marketing/advertising campaign for that first book. It is okay to blog or even just hang out on social media connecting. That is a VITAL part of our job and if we skip it, then any marketing later will fall on deaf ears. In fact premature promotion can actually harm or even KILL a brand.

So relax 😀 .

What are your thoughts? Do you feel a little better that you don’t need to rush out with an ad campaign? Did this clear up the differences in brand and platform versus promotion?

I LOVE hearing from you!

To prove it and show my love, for the month of AUGUST, 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).

Check out the other NEW classes below! Now including a log-line class! Can you tell me what your book is about in ONE sentence? If you can’t SIGN UP.

All W.A.N.A. classes are on-line and all you need is an internet connection. Recordings are included in the class price.

Upcoming Classes

Bullies & Baddies—Understanding the Antagonist September 2nd–September 2nd

All fiction must have a core antagonist. The antagonist is the reason for the story problem, but the term “antagonist” can be highly confusing. Without a proper grasp of how to use antagonists, the plot can become a wandering nightmare for the author and the reader.

This class will help you understand how to create solid story problems (even those writing literary fiction) and then give you the skills to layer conflict internally and externally.

Bullies & Baddies—Understanding the Antagonist Gold

This is a personal workshop to make sure you have a clear story problem. And, if you don’t? I’ll help you create one and tell the story you want to tell. This is done by phone/virtual classroom and by appointment. Expect to block off at least a couple hours.

Your Story in a Sentence—Crafting Your Log-Line

September 7th

Log-lines are crucial for understanding the most important detail, “WHAT is the story ABOUT?” If we can’t answer this question in a single sentence? Brain surgery with a spork will be easier than writing a synopsis. Pitching? Querying? A nightmare. Revisions will also take far longer and can be grossly ineffective.

As authors, we tend to think that EVERY detail is important or others won’t “get” our story. Not the case.

If we aren’t pitching an agent, the log-line is incredibly beneficial for staying on track with a novel or even diagnosing serious flaws within the story before we’ve written an 80,000 word disaster. Perhaps the protagonist has no goal or a weak goal. Maybe the antagonist needs to be stronger or the story problem clearer.

In this one-hour workshop, I will walk you through how to encapsulate even the most epic of tales into that dreadful “elevator pitch.” We will cover the components of a strong log-line and learn red flags telling us when we need to dig deeper. The last hour of class we will workshop log-lines.

The first ten signups will be used as examples that we will workshop in the second hour of class. So get your log-line fixed for FREE by signing up ASAP.

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