Tag Archives: promotion

Dressed for Success: Or, How I Learned to Stop Worrying and Love My Brand

I used to hate the word “branding.”  It conjured up images of cattle lowing as a hot poker was pressed against their flanks; or corporate logos splashed all over slick, prepackaged boxes.  I’m a creator.  An individual personality.  Not a brand, I thought.  Not some bogus advertisement.

But branding your work – having a brand – is so important to promotion.

This story begins shortly after I’d made my first short story sale – “Blood Runs Thicker” to “When the Hero Comes Home 2” anthology by Dragon Moon Press – and I was invited by fellow DMP author Marie Bilodeau (Destiny’s Blood, Destiny’s Fall, the forthcoming Destiny’s War, and a short story in the previous “When the Hero Comes Home,” among others) to attend the Ad Astra convention in Toronto where I would have an opportunity to meet the editor who’d purchased my story.

My previous convention experiences had been one of two types:  fan conventions, typically toy collecting or anime themed, where I arrived in a t-shirt proclaiming my love of the convention’s topic, or in costume; and academic conventions, where I brought out my best Subdued Suit (TM) and tried to look like a Serious Academic.  I wasn’t certain a fiction editor wanted to meet my Serious Academic – it wasn’t my master’s thesis she’d purchased, after all.  “What do I wear?” I asked Marie.  “A suit?”

“A suit’s not necessary unless that’s the sort of image you want to present for your writing,” she said.  “Think about what you want to be remembered as.  Be yourself.”

Then she told me about wearing cute shoes to her first convention appearance and discovering that her footwear had become an unshakeable aspect of her public persona – to the point where wearing running shoes provoked questions about her footwear, potential foot injuries, etc.  As someone who lives in Doc Martens, I was horrified.

“Just wear the usual,” she suggested.

“The usual” is ripped jeans or combat pants, a cartoon or heavy metal T-shirt, my signature army jacket, and boots.  “I’ll look like I’m on my way to an Iron Maiden concert,” I protested.

I could clean up my jeans.  I do own a few pairs that are hole (paint, stud, patch, funky-pattern) free.  For shirts, though, I made Marie a deal:  I’d provide dinner and she’d poke through my closet in search of something appropriate for me to wear.

Much to my relief, she bypassed my workwear closet entirely – that selection of puffy blouses and tailored pants that I despise and own only in the interests of keeping my day job – and dug around in my chest of drawers, producing a black shirt with a subtle Halo Helljumpers logo on it.

“That’s a gamer shirt,” I said.

“But it’s not bright or garish or obvious about it, and it’s got that military theme that runs through so much of your writing.”

Okay.  I could deal with this.  I had a couple more shirts that had actual military crests on them, and added those to the suitcase.  “Maybe,” I joked, “I could even take my ratty army jacket.”

“Absolutely,” Marie said.

I couldn’t believe I’d heard that correctly.   “What?”

“You write military science fiction.  Put on that jacket and you look like someone who writes military science fiction.”

And that’s when I realized that branding wasn’t about pretending to be something I wasn’t or stuffing myself into a monkey suit and feeling miserable all day.  It was about creating a recognizable, memorable statement that says this is what I do.

The public persona I was building wasn’t all fake.  Those were my real clothes in that suitcase–clothes I felt good in.  The brand, I realized, was an aspect of myself – an aspect that puts its best foot forward and hasn’t got holes in its jeans, but a genuine part of my personality nonetheless.  At TFCon I’ve been recognized for years as “the one in the army jacket.”  There was definitely something to this branding business.  It was a visual shorthand for what could be expected of me.

Ad Astra was a great success, and ever since then I’ve stopped thinking of branding as covering myself with a slick veneer and started thinking of it as a way to celebrate who I am and what I do.  I write military science fiction.  I have a background that includes two pilots’ licenses, a degree from the Royal Military College of Canada and seven years of contracts to back it up.

And the brand image doesn’t limit me.  My most recent story sale was a steampunk romance.

I’ve added a pin with an old-fashioned compass to the lapel of my army jacket.

October is Promotion Month!


Congratulations!  You’ve gotten that short story accepted to an anthology.  You’ve sold that novel.  You’ve decided to indie publish.

…Now what?!

Presumably you’re hard at work writing the next story, the sequel, the following project.  This doesn’t mean your first fledgling is going to learn to soar all on its own.  Even if you’ve not gone the indie route, a large share of publicizing and promoting your work is going to be up to you.  That’s because people can only buy books if they know that they exist, and nobody is ever going to be as invested in your own success as you are.

Unless you’ve got a degree in public relations or a job in marketing, you may not have ever promoted anything before.   You might be like me…a writer who’s had her first professional sales this year, three of them in fact, and once the contracts have been signed and the copy edits completed, realizing you finally need to get serious about promoting yourself and your work.  This month, the Fictorians and their guests will share our personal experiences, discoveries and lessons to give you a “from the ground up” look at marketing your new publication.

How do you organize a book launch party?  Promote your work at a con?  Create a media press kit?

What’s the most effective way to use Facebook and Twitter for promotion?  How about Kickstarter?  An author web page?  What options does Amazon offer indie authors?  How do I avoid being “that guy” whose every forum post ends with “buy my stuff” until I don’t want to see anything about him, or his stuff, ever again?

Most importantly, how do you strike that balance between promoting your published work, creating new stories and still having some semblance of a life?

If you’re going to write professionally, you need to understand that writing is a business.  Authors, particularly new authors, don’t have the luxury of focusing solely on writing and letting someone else handle all that “other stuff” (like promotion, contracts, finances, etc).  Tempting as it may be some times to stay in your Writers’ Cave, if you want anyone to know that you’re writing stories that they would want to read, you need to crack open the cave door and venture outside for some promotion.  I’ll come along on that journey with you.  My first order of business is to create a proper biography page right here on the Fictorians site.  I’ll let you all see it when it’s done.

You’ve worked hard.  You’ve created something good, something you’re proud of.  Someone has offered to buy it; or you’ve decided to send it out in the world yourself, directly to readers.  Now it’s time to let everyone know that you’re ready to share it with them–that you’ve made something worth buying.  That they can expect more from you in the future.

I’m learning to speak up, to speak out, to show the world what I have to offer.  Come along with us!


Brian Hades: Are You in the Business of Being YOU?

I’m BULLISH on today’s marketing and publishing environments.

It is certainly NOT the time to own a newspaper, be an advertising executive, or deal with the vagaries of the worlds’ economic climate.

It is the best time to be an author/publisher/media personality/entrepreneur…


You do NOT have to rely on traditional media to grab some attention. By being creative you can get a LOT of exposure and sell yourself to the world virally — and for free.


Simply by using social media tools like Facebook and Twitter. With your limited time and resources (it’s a problem for all of us) the return on your investment in paid print ads (newspaper or even magazines) would pale by comparison.

If you spend, on average, an hour every day updating your Facebook, Twitter, and social media profiles it won’t take long for the world to know about you, what you’ve written, and what you’re currently working on.

It won’t happen overnight.  You need steady and strategic postings to make it happen. Prior to Facebook and Twitter, networking and referrals were your best methods for making connections. Social media is networking on steroids.

But you must remember that networking — in person or on social media — is like going to a cocktail party.

If you walk in the door and all of a sudden you’re in everyone’s face selling, and yelling “buy me me me,” people back away and avoid you. In social media, you get deleted and reported for spam.

If you post a profile on Facebook and never visit it again or close off your wall for postings, it’s like standing in the back corner of the live networking event with your back to the room, as if to say: don’t talk to me.

Today it’s all about building RELATIONSHIPS.

You only need to post what you want people to see, but if you post nothing personal, then people may not engage you. Today, people want to know who they are talking to. If you are interesting and engaging there’s a good chance your social media profile will be checked out. If you post nothing about what you do or how to reach you, people will move on to the next person.

There are two must-have books if you want to know how to navigate marketing in 2012 and do so successfully to the growing number of people who get their content exclusively online:

  1. Socialnomics by Erik Qualman; and
  2.  The New Rules of Marketing & PR by David Meerman Scott.

Be sure you only look at books that were published after 2009. A lot has changed since then. The Kindle and iPad did not exist. Those two platforms alone have impacted how people see you. But that’s another post.

Brian Hades, publisher
EDGE Science Fiction and Fantasy Publishing