Category Archives: Successes

Learning To Market My Book – Guest Post: Tony Dobranski

 

Learning To Market My Book

Guest Post: Tony Dobranski

I signed my book contract in March 2016. Since then, my professional life has been a crash course in marketing, a mix of constant research and the ongoing leap of faith that I knew how to reach my audience.

*A Marketing Primer

Marketing is how you tell your audience about your book. Because it’s a message, it can have creativity and artistry to it. Marketing is always a business act, however. It connects you with your audience so your audience wants to buy and share your book.

The huge changes brought by ebooks, independent publishing, social media, fan conventions, and giant corporate media mergers have completely upended the publishing business. Whatever business structure helps you get your work out to the world, you are your best marketer, and you will be for years to come.

*A Marketing Plan

When WordFire Press asked for the manuscript of The Demon in Business Class, they also asked for a marketing plan. I took it very seriously, examining my market, publisher, and novel, with an honest if enthusiastic eye. Never hide from the truth of your book. All lemons are potential lemonade.

Demon is a hybrid novel with corporate thriller and romance elements and a literary style. It has a forward-looking, niche audience, not in the mainstream of the fantasy genre, and aimed at mature readers. It’s also an outlier in the WordFire Press stable, which tends to more adventure and to an all-ages audience.

This gives a granular answer for where I find my audience: eager for novelty, happy with a relaxed approach to genre, wants good writing but also a plot. Comfortable with mature content, even pleased to have it. Interested in travel. It suggests their likes, their touchstones, how to reach them and with what kind of attitude. It’s clearly a market my publisher has yet to tap.

Plus, this audience spans genres. Romance readers, thriller readers, and people who care what the New Yorker reviews all have a subset with these same tastes. With a scenario that depends on magic, fantasy is my natural starting point, but modern shopping makes genre labels less prominent. You don’t browse Amazon aisles the way you browse bookstore aisles.

For all these reasons, it was clear Demon would depend even more than most books on word-of-mouth – a long process, but one where an author can help.

*Learning to Con

It took eight months from when I signed my contract to when my book could be bought by the greater public – on the most aggressive timetable possible, to get to fall conventions before shopping season. The WordFire Press staff pushed tremendously hard to make a stylish, bold product in double-time. I needed to be ready to be its author!

One major outlet where an author can make a personal impact is at fan conventions. If you don’t think your niche has them, you haven’t looked hard enough! It’s a good idea to attend them before you have a book to sell, to see what works for you as a con-goer and what you need to do to make being a con-guest worth your while.

In the science-fiction and fantasy genres, cons differ widely. Festival cons, or comic cons, have tens of thousands of fans celebrating all fantastic genres, but emphasizing the visual. Though these cons have discussion panels and interviews with artists, they are foremost a huge marketplace, with the added draw of the costumed shoppers themselves. You can find readers there – if you’re eye-catching and fast. They are budget-conscious and overwhelmed by sights, but they are eager for some new thing. If you have that thing, it’s a positive connection.

This inspired a banner and marketing materials narrowly tailored for my audience’s sensibility, with edge, wit, and maturity all quickly established. It helped to have an amazing cover!

dobranski-banner

 

So far it’s working. I see my title or cover or banner catch eyes and draw smiles, long enough at least for me to engage people. Readers with different tastes walk on by, which is just as good – better no sale than an angry bad review!

Literary cons are smaller, scholarly events, with a pronounced emphasis on readers and writers. Though the membership is only in the hundreds, these fans are deeply connected in the word-of-mouth fan communities, and eager to discuss their genre with creators and with other enthusiastic fans. The high writer-to-reader ratio makes for engaging discussions in hallways and at bars and suite parties. New writers will find both fellowship and validation.

You may get a reading slot or autograph table, but new writers get noticed on panels. Be courteous, especially when you disagree, and knowledgeable. Engage questions creatively, and as positively as you can. You and the other panelists are together an event for the audience. Look for creative ways to turn questions around.

Involve the crowd. Remember – in each audience are likely readers of your book.

*Social Media

Curated corners of social media still feature long-form writing, but blogs are passing. If you look at social media as a marketing channel, you’re competing with many other voices – sometimes, your own friends! Make your posts image-driven, eye-catching and quick to read.

For a book release, YA paranormal writer Shannon A Thompson makes single image “book teasers” with a character’s backstory and a clipart image. https://shannonathompson.com/2016/06/15/ww-how-to-create-book-teasers-on-a-small-budget/ I saw them as a great way to create interest in the story. Not only were they vastly less expensive than a video trailer, each one could be shared on its own.

Keeping in mind my core audience, I wanted to share my style and my hybrid setting. One night, while drifting off to sleep, I remembered my old Star Wars trading cards.  Perhaps it was my dreamy state, but I imagined them as a kind of shattered and reassembled movie trailer, with important moments in random order, something familiar yet offbeat. Perhaps I could make the offbeat a path to the familiar.

I developed my own trading cards, online images with sly quotes from the book, and clip-art lookalikes of my characters that I made more expressive using the online Prisma app:

dobranski-cards

I made fifty-six, to release daily on social media in the two months spanning my release, my first readings and my four fall cons.

They were popular, and easier to share across multiple platforms. People told me the quotes and visuals gave a much better sense of my book than the title alone. You can still see them on my Instagram! www.instagram.com/adobranski

People crave original content, even if it’s commercial. If you can express your sensibility in small, steady streams of content, social media can send it far and wide.

* Check Your Tech

Tablets and smartphones are tough for long-form writing, but they are essential for social media. Remember the Prisma app for modifying stock photos to use on Instagram? Prisma is ONLY made for iOS and Android, not for computer desktops. While you can view an Instagram feed on a computer, you can’t post to it – handhelds only.

I hope my approaches inspire you to take a fresh look at how you can find your audience, creatively and entertainingly. Each book has a different main and secondary audience, and a different publication path – giving a unique set of marketing opportunities. Maybe next year will be your year of marketing!

Welcome to December – 2016 in Review

This month, the Fictorians and a slew of guest authors are going to share their successes, failures, lessons learned, and insights to the writing journey that we’ve experienced this year. December is usually a time of reflection for everyone as the calendar winds down. Looking back on our year is often a measurement of how far we’ve come as writers and human beings. To that end, this month’s theme is “2016 in Review.”

Each of us will share memorable events from the last twelve months and maybe a few lessons learned. A lot can happen in a year, even one that passes as quickly as 2016 seems to have gone. For me, 2016 has been a watershed year and as it comes to a close, I’m a bit humbled by what’s happened and, if possible, more excited about my journey as a writer than I’ve ever been. A tremendous amount of wonderful things have happened this year for me, and yet as I write this I’m slogging through a work in progress that I don’t want to write, but must finish (damn you, Heinlein!). As a firm believer in perspective, especially at the end of the calendar year, I wanted to coordinate this month for my fellow Fictorians and get all of thinking about the good, the bad, and even the ugly from the last twelve months.

I’ve already talked about my ugly, but I’ll define it. I’m working on an alternate history novel that’s kicking me in the pants every day. I have a solid story, a great outline, and good characters, but I’m constantly chickening out of actually writing the damned thing. I’m 20,000 words in (90,000 projected) and it’s tough to just write. Granted, I’ve started a new job and been taking care of my spouse after a complicated food surgery (which involves the care, feeding, and parenting of two munchkins), but I’m way behind where I wanted to be on this book. And it’s due in February. Sigh. I’d feel terrible about this except that I know I can write fast, and especially write clean and fast. I think I’ll make my deadline, but I’ve got to settle a few other things in my head. Among all that stuff is dealing with the good things that have happened so I can celebrate but not rest on my laurels.

Before I retired from the Army, there was a wide-reaching movement for leaders to consider their “work/life balance.” If anything, mine’s way skewed to the work side right now and not unlike it was when I wrote the first drafts of SLEEPER PROTOCOL in 2012-2013. I was still able to write then, and I can now, it just takes a little self-discipline and determination. When I need that extra motivation, all I have to do is turn my head to the right and a shelf over my desk. This year is framed beautifully by that image and it’s been the kind of year we dream of having.

SLEEPER PROTOCOL was published in January, was reviewed by Publisher’s Weekly, and has sold way more copies than I would have imagined. Just a week later, another publisher released my military science fiction novel RUNS IN THE FAMILY. That book also sold incredibly well, but the small press who published it shuttered just last week. I have a couple of options working right now to get it back into publication (though the audiobook is still available!). I also had short fiction published in several different venues including the DRAGON WRITERS anthology alongside Brandon Sanderson, Jody Lynn Nye, Todd McCaffrey, and David Farland to name a few. I qualified as an Active Member in the Science Fiction Writers of America. The sequel to SLEEPER PROTOCOL is in the final stages of content editing right now. It’s been an incredible year, but I’ll share my own personal highlight at the end of the month.

The stories you’ll see this month will highlight the good, the bad, and the ugly. This is what we writers deal with on a daily basis. Sometimes our efforts culminate in great years, and others not so much. The key is perseverance and determination – we’re sharing our successes and challenges in the hopes they’ll help you and each other out. I hope this month’s posts do exactly that for all of us.

The Power of the Word Count Tracker

Last year, when January rolled around, I had to face facts: I had to somehow wade through the toughest writing of my career so far—and in record time. The third and final book of The Watchers Chronicle could not wait another spring, another summer, another year. It was summer 2015 or bust. That wasn’t a lot of time to wrap up my most ambitious book to date.

I needed help. I need motivation.

Some other writer on Facebook (I don’t remember who it was) seemed to be in the same boat, and they shared a blog post which espoused the practice of using an Excel-powered word count tracker.

The picture got my attention right away, and I said to myself, I must try this.

That happened on December 30, so I didn’t have much time to waste. I jumped on Excel and did my best to replicate what I’d seen on that timely, heaven-sent blog.

Sixteen weeks later, this is what it looked like:

Word Count Tracker

The essence is that you write down your daily word total—honestly—and color-code your achievements. Maybe only a minority of people will respond to the reward of getting to upgrade the color of a little spreadsheet box, but I am unashamedly one of those people. I would get near to the boundary between yellow and orange, and pick up my pace significantly.

Of course, the color-coded word count tracker only works well when you’re actually writing loads of new words. And by the eighth week of 2015, I finished my first draft and had to jump straight into some heavy editing.

As you may intuit from my picture above, I reworked my spreadsheet to allow me to account for edited words. Two passes are clearly recorded. From Week 8 to Week 12, I focused on cutting as much as possible, since my first draft was about 25,000 words too long. Each day, instead of counting new words, I counted the number of words I had cut. This worked well enough.

Then, in the middle of Week 12, I set upon my final draft proofing, a kind of work no longer conducive to counting cut words. What I did was count the overall number of words I edited in a given day, then halved that number. This produced numbers generally in line with the rest of the chart (this seemed important at the time, because I was also calculating daily and weekly averages).

Though it’s been less than a year, no matter how long I squint at the chart, I can’t quite remember just what exactly I meant by those brown-colored, italicized “750” boxes in the last couple of weeks. I think I was doing edits of polished material, resulting in very high numbers—and in order to keep those numbers in line with the rest of the chart, I just wrote down an arbitrary average. Hence, 750.

Which is kind of dumb, if I think about it too hard.

Anyway, my point is this: I finished my book at the end of Week 16 and entered into a period of extended hibernation—a state with which I suspect most writers can identify. As a result, I abandoned the chart. After entering in a week and a half of black zeros, I finally deleted the shortcut from my desktop and tried to forget this word counter ever existed.

But the word counter was very helpful for the time that I used it, and a part of me greatly regrets that I didn’t carry on with it for a full year.

That’s a goal I hope to achieve if not in 2016, then at some arbitrary 365-day period in the future that doesn’t have to begin and end at the turn of the calendar. Who’s to say you can’t start on February 22? No one. Absolutely no one.

Today I encourage you to keep yourself accountable, even if just long enough to complete an important goal. As for me, I’ll be starting my next first draft in March.

I smell another word count tracker coming on…

Evan BraunEvan Braun is an author and editor who has been writing books for more than ten years. He is the author of The Watchers Chronicle, whose third volume, The Law of Radiance, was released earlier this year. In addition to specializing in both hard and soft science fiction, he is the managing editor of The Niverville Citizen. He lives in Niverville, Manitoba.

Pages of Inspiration: Books for Writers

The creative well runs dry. The heart is as desiccated and desolate as a dusty Old West street, because you’re certain your Work in Progress is utter cowflop. You shout into the endless black void, listening mournfully for a few spurious, uncertain echoes. Where can writers go when they need to pour some fire back into their souls? The same place that got us into writing in the first place: Books.

At various points in your life, you’ll encounter books that are like a blessed bowl of warm chicken soup on a wintry day when your nose is crammed with snot and you ache in every bone. You’ll encounter books like the smooth, sweet burn of good whiskey that warms you from the inside. You’ll encounter books like a smart kick in the buttocks from that hot personal trainer.

Allow me to be so bold as to suggest some books for writers that have made an impact on me.

Zen in the Art of Writing by Ray Bradbury is a short, sweet blast of poetic inspiration. Bradbury was a consummate master storyteller, and being able play with techniques he’s used to cultivate the creative soul is incredibly valuable. This book is less a nuts-and-bolts how-to than techniques for cultivating the creative soul.

The War of Art by Steven Pressfield is a swift little kick in the pants. Each short chapter puts a finger directly onto the throbbing wounds of all the reasons we do not write, all the reasons we hold ourselves back from achieving our potential. The book provides a useful psychological framework for overcoming all of those excuses.

On Writing Horror by the Horror Writers Association is collection of essays from the luminaries of horror fiction. Stephen King, Jack Ketchum, Ramsey Campbell and many others tackle aspects of effective storytelling that go beyond writing horror. Much of this book is simply about writing good fiction, and I still reference various chapters.

Bird by Bird by Anne Lamott is a great companion to Stephen King’s book below. Part how-to manual and part memoir, sometimes funny, sometimes poignant, every chapter is spot-on. The chapter on first drafts is worth the cover price alone. In fact, I give that chapter to my English composition students as a lesson in how to get past the psychological blocks common to beginning writers.

Few writers can boast the impact that Stephen King has made on American fiction. On Writing is part memoir, part how-to. There are chapters on specific writing and revision techniques, but it’s also a memoir of his writing life. I found great inspiration in his writing life because he talks about the course of his career. Much of it is incredibly familiar, forming parts of every writer’s path. He had the skill, the drive, the support of a partner, caught a couple of lucky breaks, and his career exploded. And if he could do it, so can I. So can you.

The Artist’s Way by Julia Cameron was a life-changing experience for me. This book is a twelve-week program designed to reignite the sparks of a creative person’s soul, whether the person is a writer, graphic artist, musician, etc. It helps examine and reprogram all the ways our creative impulse is squelched–by our own fears, by our families, by the outside pressure of society. If you work through all twelve weeks of this program faithfully, you will experience a sea change in the way you approach writing, the way you approach life. I had already been writing for two decades when this book was given to me by a friend, and I found it so transformative that a few years later I went through all twelve weeks again. It was fascinating to see how much of it I had internalized. And also how far I still had to go. The Artist’s Way treats a creative life as a spiritual journey, making writing into your art, into a way of life, not something you try to do in between your day job, kids and soccer games, and your next session of World of Warcraft.

I hope someday to discover another gem and be as enlightened, invigorated, and inspired as I was when I discovered these books. Everybody needs a shot in the arm sometimes.

About the Author: Travis Heermann

Heermann-6Spirit_cover_smallTravis Heermann’s latest novel Spirit of the Ronin, was published in June, 2015.

Freelance writer, novelist, award-winning screenwriter, editor, poker player, poet, biker, roustabout, he is a graduate of the Odyssey Writing Workshop and the author of Death Wind, The Ronin Trilogy, The Wild Boys, and Rogues of the Black Fury, plus short fiction pieces in anthologies and magazines such as Perihelion SF, Fiction River, Historical Lovecraft, and Cemetery Dance’s Shivers VII. As a freelance writer, he has produced a metric ton of role-playing game work both in print and online, including content for the Firefly Roleplaying Game, Legend of Five Rings, d20 System, and EVE Online.

He lives in New Zealand with a couple of lovely ladies and a burning desire to claim Hobbiton as his own.

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