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Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Tagged: book advertising

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?

promotion, Kristen Lamb, book promotion, book ads, does advertising sell books, social media platforms for writers
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 got 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?

promotion, Kristen Lamb, social media for authors, how to build an author brand

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?

promotion, Kristen Lamb, book promotion, do ads sell more books, author plaforms
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 to members of vastly demographics and also delivering very different 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.

promotion, social media promotion, Kristen Lamb, do book ads sell more books
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

promotion, book promotion, Kristen Lamb, author platforms

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

 

Screen Shot 2013-03-08 at 7.05.24 AM

Since most of us are neck-deep in work and NaNoWriMo, I thought it was time to talk about something OTHER than writing. How are you going to MARKET that NaNo novel by December 3rd, 2014?

Only amateurs need “revisions” *rolls eyes*.

We all know what we are writing is PURE GOLD begging to be unleashed  available for purchase in time to pay off all the money we’ll spend on Christmas gifts. That and being a NYTBSA by the end of January of 2015 is a great start, right?

Any of you who regularly follow my blog know that I am totally out of my mind a bit eccentric. Saturday, Hubby took pity on me and let us go out to eat (a rare treat around here). As I closed the door to the stall, I noticed all the advertising on the back of the bathroom door. This cluttered wall of ads made me think about all the authors spamming non-stop about their books on Facebook and Twitter.

In fact, just a couple days ago, a writer who’d never even said, “Hello” asked me to promote his new sci-fi book. Suuuuuure, right on that.

Some writers are becoming worse than an Amway rep crossed with a Jehovah’s Witness. I mean, can the author book promotion get any more invasive?

Wait…

Maybe it can.

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

Panty Prose—Not Advertising, Padvertising (TM)

We all know that roughly 85% of readers are women, and what do women need? Panty liners. YES, but what do they need more than springtime fresh girl parts? More FREE! books. Indie authors shouldn’t spam about their latest book release or .99 cent promotional sale.

Why?

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

The real writer of the Digital Age doesn’t settle on blasting out non-stop self-promotional tweets. That is SO 2012. The REAL writer of the Digital Age realizes a captive audience is a a buying audience.

Catch readers with their pants down with Panty Prose.

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

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

Screen Shot 2013-03-08 at 7.06.52 AM

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

Screen Shot 2013-03-08 at 7.07.23 AM

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

Why are all the romance authors giggling?

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

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

Make Your Readers Your Fan for ALWAYS….

My writer pal, Chad, was happy to step in and help me with a mock up of The Panty Prose Motivational Series:

Panty Prompts for Writers:

PantyPrompt
Serious Chad, the choice for the Serious Writer.

Panty Praise:

Available in "You're Losing Weight" and "No, Your Butt Doesn't Look Big at ALL"
Available in “Yes, I Noticed Your New Hair Style” and “No, Your Butt Doesn’t Look Big at ALL”

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

Panty Pitch:

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

Panty Prose for the Published Professional is a smart, savvy way to stand out from all the competition that still is relying on scheduled tweets, auto-DMs and posting ads on new FB friends’ walls.

Make an impression that will last for Always.

Yeah, I am a wee bit tired from NaNo and not enough meds. You know you’re punch-drunk (and have no social filters) when you spend a full day Photoshopping your face on a pic of a panty-liner, LOL. When I’m tired, my humor gets warped, even for me. But you know I am on to something!

W.A.N.A. is dedicated to giving you the evil genius you need for success. Aside from Panty Prose, what other “free spaces” could we exploit for book advertising? You know, to catch those who missed our 23 tweeted links, 6 auto DMs and five form letters.

So what do you think? Has the book spam gotten completely out of control? Are there other ways you can think of that are utterly invasive creative ways to market our books (Keep it PG, Please 😀 )? Does promoting/book marketing feel about as bad as Padvertising? ***Btw, it doesn’t have to be 😉 ***

I LOVE hearing from you!

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

For those who need help building a platform and keeping it SIMPLE (without using something as AWESOME as Padvertising), 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