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Birdie

Network Marketing

Writers relish the creative process, but when it comes to stepping away from the computer to market their work, the task of public relations catches them unaware. In a perfect world, writers would write and someone else would be in charge of marketing. However, in this day of intense rivalry among publishers, budgets don’t allow for ad campaigns for new writers. The same holds true for the writer’s budget. Not all PR opportunities are affordable or practical.

Where do you start?
One fountain of information I tap into on a regular basis is writer’s chats. A writer chatting with writers sets a perfect foundation for an information exchange. Recently, I attended a Sunday night chat on marketing at The Writer’s Chatroom. This virtual gathering congregates each Sunday to discuss predetermined topics. Mid-week they offer chats with authors, publishers, and editors.

The chat on marketing provided pertinent information and inspiration for this article. “Marketing is advertising and networking, by word of mouth, electronic, media, or any other possible means. Writers must market to get their product and their names out in front of the buying public,” the moderator said.

Healthy discussion followed, and the fact that the weight of marketing falls on the shoulders of the author today, threaded throughout the dialog.

When I attended my first writer’s conference, two editors asked to see the first few chapters of my novel and a synopsis, along with details of how I planned to market the book. Putting a plan on paper is part of marketing your idea. The moderator from The Writer’s Chatroom confirmed this when she said, “Your marketing strategies can even be an attractive selling point that gets your work published. Remember, publishers are out there to make money, not to showcase you work. If you can impress them with your marketing plan, they are more likely to see your project as one that can make them money.”

Word of Mouth
Just yesterday, I received artwork for the cover of my upcoming fantasy novel Windwalker. I showed the cover to numerous people throughout the day, a visual way to offer a blurb of the storyline. The result: I added a few names to my list of people who want to buy the book when it comes out.

In today’s world, we not only meet people face to face but through the web. Develop on-line relationships. Stay active on writing boards that fit your genre. Marketing includes word of mouth advertising. While working on a book, talk about it. When submitting a manuscript, talk about it. When the manuscript is accepted, talk about it. Writing is part of your life, make it part of your conversation.

If you tell someone about what you do, have done, or are involved in, that’s marketing. Mentioning a release date while in a chatroom, or posting a message about it on a message board, constitutes marketing. Take advantage of opportunities to create a buzz.

Online Writer’s Groups
Cultivate relationships with other writers. Don’t use on-line groups and forums as an information dumping ground only if or when you have news to share. When other members know you, your news creates a buzz. If they don’t, your message may be lost in the “sift and delete” mode as writers budget their precious time.

Author Audrey Schaffer, the manager of The Writer’s Chatroom, explains that marketing is the set-up for selling. “In some groups, you can't ever post a sales message. But if you join into the conversation, you can subtly market your name and url every time you speak. Conversational marketing produces future buyers. Marketing is soft selling and to do it effectively required 25-50% of your work time.”

Offering Free Content
Writers debate whether writing for free pays off. It can, if you choose the proper market. Use free content as an opportunity to get your name out there and to market what you have to sell. Look closely at where you give your work away. Be sure to attain good marketing from it. Include links promoting your work. Shared links carry potential customers to your site, increasing your visibility.

For instance, I’ve written good old days stories for U. S. Legacies over the years. Although it is a non-paying site, the U.S. Legacies site not only includes my name among recommended freelance writers, but publishes stories online with select stories making it into the print magazine.

When submitting articles, include links in your bio to promote your work. Bios are written in third person and provide the perfect platform for self-promotion.

Offline Promotion

• Flyers
  When my book Pumping Your Muse approached the release date, I sent out flyers promoting the book. For Christmas, I included a flyer with my annual newsletter highlighting top events for the year along with my cards. I’ve incorporated similar handouts when I speak to writers groups and keep them handy in my car in case someone I meet unexpectedly wants more information. Flyers provide tangible reminders of the product offered and extend promotion beyond initial contact.



• Business Cards
  Be prepared; carry business cards. Make sure your card conveys a message that creates the first impression you desire. Try to create a card that stands out making it easy to locate within a stack of business cards.



• Bookmarks
  Include bookmarks in your marketing strategy. These easy to store, inexpensive giveaways can be distributed at writer’s conferences, book signings, and other such gatherings. Incorporate the title of your book and contact information. Bookmarks continue to promote your book long after the publicity event.



• Press Release Strategies
  A press release showcases your title and ordering information. In one or two pages, describe the appeal of your book and why it is newsworthy. Include important details at the top of the article and place less pertinent information closer to the bottom. Reporters focus on the first paragraph. Catch their attention within that paragraph. Incorporate quotes from yourself and from your book. If you have a local angle, attach a note to mention that. File a press release for any area that has a local slant for your book. Your home area is not the only place you would want to submit a press release. For more helpful tips on writing a press release, visit http://aboutfreelancewriting.com/articles/howtosample/htpressrelease.htm or http://filbertpublishing.com/prelease.html. Promote your book for free by submitting your press release to http://www.undergroundwho.com/submitbook.htm.