Category Archives: Sean Golden

Intro to Guerrilla Marketing

The tune here in June is all about unique or unusual ways to get your writing noticed by others. The term you hear frequently in seminars, online self-marketing videos, writing groups, and in interviews with successful authors is “guerrilla marketing.”

No, that doesn’t mean hiring Jane Goodall.

Does everyone still know who Jane Goodall is?

On second thought, hiring Jane Goodall as a guerrilla marketer might be a brilliant example of exactly what we’re talking about. Hmmm…..

And, yes, I know Jane Goodall is a chimpanzee researcher, and chimpanzees aren’t gorillas. Also gorillas aren’t guerrillas.

One thing worth doing on this opening month post is talking about some things that you definitely shouldn’t do in your attempts to get the word out. Things like:

  • Using social media to spam “buy my book!” messages to everyone on the planet.
  • Buying mailing lists and sending out “buy my book!” emails to random strangers.
  • Offering to swap reviews with other authors to get review counts up.
  • Paying for reviews (with a few exceptions, specifically Kirkus Reviews).

I’ll relate one example that I very strongly considered doing when I self-published my first book, and probably should have. At the time I was also moving to a new state halfway across the continent, and looking for a house or a lot to build on. That meant a lot of travelling back and forth between Colorado and Arkansas on interstate highways filled with lots of other drivers.

To make the move as cheaply as possible, I purchased a 6′ x 10′ trailer and walled it in to make it weather-proof so I could move stuff in rain, snow or sunshine. Well, that meant I was practically driving a billboard, or two billboards, across the country. I wish now that I had printed huge posters and plastered them on my trailer with my book cover and some clever marketing slogans.

C’est la vie. Maybe I’ll get another chance. But that’s the sort of thing we’ll be talking about this month.

Marketing Secret: Don’t do what I do

I have dreaded this blog post ever since I signed up for it.

And that was before being rejected by the agent I pitched to back in February. So be warned, this post will be brutally honest. And short.

This month is all about how to get the word out and create a market for yourself. That includes everything from advertising to creating a personal brand.

I suck at all that stuff. And that might even be a great exaggeration of how well I do. I doubt I really climb into the neighborhood of “suck.” Adjectives that might be more appropriate range from “abysmal” to “self-destructive.”

How my first three books sold as well as they did is a mystery to me. I did virtually nothing to market them. I invested maybe twenty bucks total in Facebook or other ads, and when they didn’t nudge my sales noticeably, I abandoned that effort in less than a week.

I have never done a book signing. The closest to that was a last-minute appearance at a library “meet local authors” event, where I sold a couple of books. I’ve never done an interview, except a short one here on this blog. No radio shows. No contest entries. No Twitter campaigns. No viral, guerrilla, non-traditional or creative marketing.

I keep intending to do all that. But some of it costs money, and those that don’t cost money, I have never been satisfied with the end result, and so never seriously made any effort to do it.

That’s why not getting picked up by an agent has had such a negative impact on my motivation. The main reason I pursued an agent was to get into the traditional publishing model where all I had to do was write.

Guess that’s not happening soon. I’ll have to get off my lazy butt and try to find a way to get it done. Hopefully all the great articles on this blog for this month will give me the guidance I clearly need.

So, take my advice. Don’t do what I do.

Revisions, edits and proofing. The real work of writing.

Writing can be, and frequently is, easy. At least that first draft is. Sometimes a writer can fall into a creative “zone” and the words will just flow. And flow. And flow. I’ve seen many, many writers post on Facebook how they churned out 2,000, 3,000, even 4,000 words or more in a day.

I can do that. I do it when I really sit down and write.

But the question isn’t how many words you write in a day. The real question is how many words you’ve written in a day, you keep in the final version of the manuscript.

I tend to view writing as similar in concept to sculpting in clay. First you have to get the clay. That’s the first draft. You have to just keep churning out story elements, characters, plot points, settings, all the stuff that makes up a story. It all piles up into a sort of rough facsimile of the story you really want to tell. Eventually you complete the first draft, and can go grab a beer and congratulate yourself on your pile of clay.

But it’s not half done yet. Unless you are one of those truly rare writers who spew out nearly finished prose. Most of those writers have written and published lots of stories, and have learned how to get that first draft much closer to the final form.

The rest of us have to take that first draft and start turning it into something presentable. And that means taking the editor’s sculpting tools and carving off bits here and there, building up other bits, reshaping a limb or a nose… For many of us that is more of a challenge than the initial fountain of words that leaped up from our keyboards.

But sculpting usually takes several passes, each one more detailed, with more attention to perfecting the form and enhancing the presentation of our work. My approach is to take several editing passes through the, I hope, successively less rough drafts of the story. The first pass mostly focuses on big things. Do the character arcs work? Is the conflict compelling? Does the plot work, or are there gaping holes, or plot points leading to nowhere?

Only when I’ve addressed the story at that level will I do a grammar and spelling pass. Or two. It’s all too common for me to learn that in my first pass, I not only missed a few things, but I added some new errors in fixing the previous ones.

Then I do a pass focused entirely on converting passive to active voice, looking for occurrences of words like “seems” or “realized” or many other words I keep in a list that are all too easy to fall back on while writing, but leave the prose flaccid.

Then I do a pass focused on character dialog. Did I use the right vernacular for the different voices of the different characters? Did I accidentally give my New England bookkeeper the voice of a Louisiana shrimper? It happens more than you realize.

Then I do a pass focused on contractions. It always amazes me how many “can not” or “will not” uses I find in my writing. I know better, but I still find them. Lots of them. Trimming those syllables really tightens the text, especially dialog, where a “will not” comes across as pretentious or commanding.

Finally, when all of that is done, I move the still-rough draft to my iPad so I read it in a different format, and do my best to read it as if I had never encountered it before. I might do that three times before I’m satisfied it’s clean enough to pass my editorial expectations.

Then I send it to an editor.

The Series Trap

So you want to write an epic sci-fi or fantasy series…

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Been there, done that.

I know authors who have written double-digit books in their series. I suppose that’s a great thing if it’s making money. But to me there’s a sort of hidden trap in creating a series that becomes self-perpetuating and endless. Part of that may just be my own proclivities as a reader. In general I find three or four books to be about as long as even the best writers can keep my interest in one story, one protagonist, and/or one set of supporting characters.

I just have too much interest in other stories to keep going back to that same water hole.

So when I started my War Chronicles epic fantasy series, I very deliberately set a story line that would be finished after three, maybe four books. I had no intention or desire to be writing War Chronicles books for years. I wanted to write other stories.

Now, had that series taken off like Harry Potter, and publishers were flying to my home to shove money in my mailbox, maybe I’d have a different perspective. But that didn’t happen, so I’m happy with what I did earn on my first series, and am glad that I have since written a sci-fi novel, and am now working on a contemporary murder mystery novel. From the first time I decided to pursue writing as a hobby and (hopefully) a career, I wanted to keep my options open and write widely in different genres.

I think that will make me a better writer in all genres.

Now, from a career perspective, maybe that’s a mistake. Maybe sticking with one sub-genre for my entire career might be a better way to establish a loyal fan base and churn out stories that are eagerly anticipated by those fans.

But even if it is, I’m enjoying my foray into contemporary murder mystery. Who knows, my next book might be a romance novel.