Category Archives: Branding

A guest post by Ann Cummins.

Two aliens walked into a bar.

Well, that’s not quite right. They were New Yorkers just beginning to mutate. One was a writer, the other a tailor. The bar was crowded. It was karaoke night.

The writer was miffed. Had a bad week. It wasn’t his writing. His writing was great. First novel done and sold, review copies out; there would be royalties, he was sure.

But he’d spent the week trying to track down some fool tailor, who was never in his shop. The writer was getting married. This tailor was supposed to be the best, and the writer wanted the guy to sew him a wedding shirt. But the dang tailor was MIA, which made the writer’s skin crawl. He liked people to be where they said they’d be when they were supposed to be there.

The tailor, his skin was crawling, too. Some sub-species writer had flamed him on Yelp. For ever-so-long, the tailor had enjoyed a 5-star rating. “I’ll pan him on Amazon,” the tailor groused. “Just wait ‘til his book comes out.”

The writer’s day was getting worse. There were so many people between him and the microphone. He needed to vent. He wanted an audience. In frustration, he shouted to the room in general: “I’ll yelp him again. I’ll give five-stars to his competitors.”

“Who?” the room shouted back. So the writer told the story, and the tailor, he listened.

Blood in his eye, he could barely see the abomination that was calling himself a writer. “You!” he shouted.

The writer stared in horror at the needle-fingered couturier.

Both lunged. One skittered spider-like, the other bull-dogged: Over shoulders and under legs, they tore through the crowd in a dead heat toward the stage, each desperate to get to that microphone first.

(For details on the non-fictional story, go to: http://www.dailyfreeman.com/general-news/20130820/writers-new-woe-revenge-e-reviews)

*****

I published a short story collection, Red Ant House, with Houghton Mifflin in 2003. I was lucky. They assigned me a publicist, who sent out many review copies, followed up, and as a result my book was widely reviewed.

It was my first book, and I didn’t have much name recognition. My editor suggested I start reviewing books. Get my name out there. So I contacted the wonderful Oscar Villalon, who, at the time, was Book Review Editor for the San Francisco Chronicle. Oscar gave me a shot. Actually, he assigned me a 250-word review for a 600+ page tedious historical novel. A challenge? Yes. But I guess I did OK, because for several years after that, Oscar assigned me books. I graduated to the 800-word review.

But then, the congenial world of writing and book reviewing morphed into what it is now: the free-for-all electronic media driven Tower of Babble (not that that’s a bad thing, but it’s definitely a new frontier). Newspaper sales dwindled. Editors slashed or eliminated their book review sections.

In 2007, I hit the trail, promoting my new book, Yellowcake. The scene on the street was depressing: vacant buildings where bookstores used to be; conferences where bug-eyed writers paid for a ten-minute shot at sweet-talking an agent. And where were all the readers? I, and many writers I know, gave readings to empty rooms in a few holdout bookstores. The only writers getting any attention were showboats emboldened to camp it up and draw blood if necessary. Whatever it took to get an audience.

I decided to go home: To do what I could to promote writing and reading in a civil environment at the grassroots level. I contacted my local NPR station in Flagstaff, Arizona, KNAU. We launched Southwest Book Reviews. I aimed to review books by small regional publishers that might not get the wide media attention big bucks publishers could buy.

So how does a writer get reviewed these days? My advice: Read. Work at the grassroots level to promote reading. Contact favorite magazines, radio stations, websites. You’d be surprised how many will say yes to a well-written review about books by favorite and new authors.

What goes around comes around. Writers who read and write intelligently about books inspire readers. Readers, we hope, get excited about books. We all fan the dying embers, and everybody wins.

Bio:

Ann Cummins is the author of a short story collection, Red Ant House (Mariner, 2003) and a novel, Yellowcake (Houghton Mifflin, 2007), a San Francisco Chronicle notable book and Best of Kirkus. Her stories have appeared in The New Yorker, McSweeney’s, and elsewhere and have been anthologized in a variety of series including The Best American Short Stories, The Prentice Hall Anthology of Women’s Literature, Best of McSweeney’s, and The Anchor Book of New American Short Stories. A 2002 recipient of a Lannan Foundation Literary Fellowship, she’s a graduate of Johns Hopkins University and the University of Arizona writing programs. She’s on the fiction faculty at Northern Arizona University and the Queens University low-residency program in Charlotte, North Carolina.

My Journey to Professionalism, Step 1: Establishing My Identity

March 27, 2014

Nathan Barra

Branding Business Character Marketing Nathan Barra 1 Comment

As hobbyists, writers create stories for our own enjoyment and for the satisfaction of sharing our vision. To be a professional, however, we must take a step beyond that and become small business owners. Though we still love writing and storytelling, the professional writer wears many hats, interacts with many different people, and works hard to produce the highest quality product he or she can. Professional writers are editors, accountants, marketers, designers, and their own most devoted agent. Though we interact with professionals who do all these job functions for us, the modern writer must take responsibility for his or her own career, learning and growing into other functions in order to be successful.

It took me a while to see this, and even longer to believe it, to understand what it means. By talking to a number of experienced friends, people who had traveled this road before me, I was able to see further down my own path, and start taking the first steps in my own journey.

The first step in creating your business is imagining it, creating your brand and beginning to build your name. Though writers sell individual works of fiction, I would argue a writer sells themselves, their abilities as a storyteller and their name as their primary product. There are an ocean of voices out there, all clamoring to be heard, so why then would a reader become a fan? How does a writer assure return business? It starts with the writer’s brand. The first step I took to becoming a professional was designing my identity and creating Nathan Barra.

The writer’s brand starts with the name, something that will appear on books. In November, I wrote my Fictorians post on the choosing of a good pseudonym, so I am not going to repeat what I said there. Instead, I want to emphasize how important it is to approach the branding process intelligently. Any other business, be a Coca-Cola, Calvin Klein, or Google, hires marketing firms to establish an identity that is immediately an easily recognizable and distinct. As writers, we must also do this, be it often with a smaller budget.

When you work with a designer on a branding package, one of your early conversations will be what you want your brand to convey. For me, I wanted Nathan to have two faces. First was the face I showed to consumers. I wanted Nathan to be dependable, intelligent, articulate and someone that readers would trust to produce high quality work regularly, stories they would enjoy reading even if it was outside their normal genre comfort zone. The second visage of Nathan was the professional face. I wanted industry professionals to see me and believe that I would be a reliable coworker, someone who would produce high-quality work on time, with regularity, and would be someone that they would enjoy working with.

My designer and I took these ideas and built my website, my logo, and my color palette. I created a look, a series of outfits that I wear whenever I make professional appearances as Nathan. I started pulling together a media package to give out when I guessed posted. I established Nathan Barra.com, and my blog, In Brief. I worked hard to create posts and gather content of the highest quality that I could manage. Most importantly, I was never, ever late. All these actions fed into the brand I was trying to establish.

At first, Nathan was a mask that I wore, and identity that I adopted when I wrote. However, in the year since I established myself as Nathan, that identity has become a second skin. Nathan is who I am when I write and when I interact with industry professionals. Nathan, and the brand I built around him, is the basis of my business.

That step taken, I began looking to some of the writers that I admired, both the professionals and the semi-professionals, to chart my next step. Though I haven’t spent a great deal of money on Nathan Barra, the cost of design work, hosting fees, and conferences isn’t insignificant. I haven’t been tracking my finances like it’s a business, but rather spending like the hobbyist. Therefore, my next step seems obvious. I need to change my spending habits and whip myself into financial shape. More on that tomorrow, however, when I speak about my second step in my professional journey.

Writing Your Brand

October 8, 2013

Ace Jordyn

Ace Jordyn Branding Marketing Submissions No Comments

Too often we view marketing only as selling and we forget about presentation, tone and targeting an audience. Together, these things create a brand and branding is something writers rarely think about. A brand is what we become known for and it is what people will expect from us and they’ll either love us or hate us for it.

Sometimes, I watch the singing competitions such as The Voice and X Factor. I see people mustering the courage to follow their dreams and I applaud them for it. What distinguishes the finalists and the winner from the rest of the pack? It isn’t simply the singing – many of them are excellent. When you’re garnering audience votes, there’s got to be something more. Commercial appeal is how one judge on the X Factor summed it up – nice voice, but no commercial appeal. Is your writing nice but has no commercial appeal? But, what is commercial appeal?

On the singing competitions, there are specific things about the finalists that make them commercially appealing. Each one has a distinct style (genre, sound/voice, song presentation), target market (demographics) and tone (audience appeal, song choice, personal appearance, passion). Overriding all these is passion. You need to express passion whether you’re singing or writing. Are you missing the passion and depth to move an audience?

Let’s examine the factors from the singing competitions to see how we can apply them to the query letter, the story and our virtual presence. How we present ourselves in each of these areas determines how people perceive us (our brand).

The Query Letter
First impressions count – and the first impression we make is with the dreaded query letter. Most of us aren’t aware that we’re branding ourselves with this letter and that it determines our commercial appeal. Your brand is something that the editor/agent will glean from your letter. The specific information you convey plus overall feeling you convey forms your brand even though you don’t have a logo or jingle like commercial products do.

Tone: Is your letter polite and professional or obnoxious and whiny? Does the story pitch convey passion for the story and characters?

Style: Can you write clear concise sentences or are they run on, filled with dangling modifiers and metaphors trying to pack in too much information? If the latter, it makes you seem uncertain, not in command of craft, disorganized and lacking clarity in your story and that’s bad branding. Is your story pitch focused and clear? Does your letter convey that you understand the genre you’re writing in?

Target Market: The comparison pitch in your query letter positions your novel in the market and sets an expectation of what the editor/agent can expect. Do the works you’re citing accurately reflect your story’s style, tone, plot or theme? Who is your audience? Your audience is determined in large part by the genre or sub-genre you’ve chosen, your public presence and initial contact list.

Your Writing
Branding is what readers come to expect from you. That’s why author’s use pseudonyms when they change genres – each name is a brand for a specific genre – readers associate a certain type and style of book. A sub-genre is a very specific branding which writes for a narrower target market. Who is your target market? Will those demographics be moved by the passion in your work, your writing style and your messaging? For example, cozy mystery author M.C. Beaton has a very different audience than does Ian Rankin with his hard-boiled detective thrillers. Each author exploits different sensibilities within the mystery genre and has a writing style that appeals to a particular audience.

Sometimes an author whose book didn’t sell well (the brand turned bad) will use a pseudonym sell new work (rebranding).

Your Virtual Presence
Of course these all these things apply to blogs and any social media we engage in. Always think about your brand and how people will perceive you. As with your writing, they can interpret what they read and see only in relation to their personal context and experience. Therefore, your public persona on these sites is part of your brand and it affects word-of-mouth marketing.

Think about your favorite authors. What are they known for? What do they write and how do they write it? What is the tone, the language, the plot and messaging in their books? What do you expect to read when you choose his book?

Tom Clancy was one of my favorite authors. He was lauded by people in or connected to the military establishment because of the accurate details in his books. That was part of his brand and that’s what people looked for when they read his books. Plus he was an excellent story teller and writer and we’ll miss him for that.

Your brand is part of your commercial appeal. Be aware of it and make the most of it in your writing, in the business of writing and in your public persona.

The Devil’s Opera

March 16, 2013

David Carrico

Branding Craft & Skills Marketing Publishing The Writing Life The Writing Process 8 Comments

This is a combined public service announcement and post.

My first novel will be published in October by Baen Books. The title is 1636: The Devil’s Opera, and it’s a collaboration with Eric Flint.

The cover-illustration by the great Tom Kidd-is here.

Pre-order from Amazon here.

That concludes the public service announcement. On to the post.

Several of my fellow Fictorians urged me to give some idea of the process by which the novel was written. To do that I’ll first have to give you a bit of background on the 1632 series of which it is a part.

In 2000, Baen Books published a novel entitled 1632 by Eric Flint. The elevator speech version of the plot is a cosmic space-time warp rips a small blue-collar town out of 2000 AD West Virginia and drops in it eastern Germany in the year 1631, which just happened to be in the middle of the Thirty Years War, possibly the bloodiest European war before WWI. The resulting series is about how approximately 3,000 regular people from the future not only survive the event, but begin to change history.

This was the beginning of what has become one of the most successful alternate-history series in publishing history. To date: over six million words; twelve novels (including the above) in hard copy; thirteen anthologies in hard copy; and forty-six issues of an e-magazine called The Grantville Gazette.

I don’t have space here to give you the history of this phenomenon. If you’re interested, go to http://1632.org/ and read. The short version is that Eric did something very bold and potentially risky: he opened the 1632 story universe up to fan writers, and offered to publish and pay for the best stories that were submitted. That was the genesis of the e-magazine The Grantville Gazette.

GG, as we call it for short, will publish anything that is a well-told story that fits within the guidelines Eric has laid down for stories in the universe. Current payment rates are 5¢/word, which is professional standard rate by SFWA guidelines. (See http://1632.org/ again if you’re interested.)

I started writing stories in the universe in 2004. Within a couple of years I was part of what Eric considered to be a core group that consistently turned out good stories for GG on a pretty regular basis. (My fifteen published solo works total over 200,000 words and range from a 2,000 word short short to a 52,000 word short novel that was serialized.) Nonetheless, I was astonished when Eric approached me via email one day and said we should do a book together.

You have to understand that Eric is always on the lookout for writers he can help develop and help get a foot in the door in the publishing industry. Of the twelve novels published to date, I believe ten of them were produced in collaboration with seven different authors, plus I know there is another one close to completion with an eighth partner.

This is not a writing factory scam where someone else does all the work and Eric slaps his name on it at the end and collects all the money. In one partnership, I know that Eric worked with another professional writer and they divided the work. In the rest, Eric was senior author and the other partners were junior. I believe those all followed essentially the same model Eric used with me, so from this point on I’m just going to talk about my experience.

After the idea was broached, there was a certain amount of discussion as to what the book should be: a combination of stories from both of us, or a novel. Eric settled on a novel pretty quickly. So then we talked about what the novel should be about. I have two different series of stories going in GG with different but intersecting character groups in the same city. Eric said we should use one or both of the character groups in the novel in order to tap into the fan base that already existed for them. I had just finished a 27,000 word novella with one of the character sets, so I sent it to Eric. He agreed we would use that as the center pole for the novel.

The next step was to build the outline. That ended up taking a fair amount of time, because what worked best for me was to sit in the same room with Eric and talk everything out, ask a lot of questions, and make notes, and it took some work to get our schedules to intersect.

I wrote the first draft. That is Eric’s standard practice with junior authors, for them to write all or most of the first draft.

Eric read the first draft, decided what changes needed to be made. He fixed some things himself, which produced the second draft. Then he assigned some changes to me, and I produced the third draft. Then he did the final polish, producing a fourth draft (approximately 169,000 words), which he then submitted to Toni Weisskopf, the publisher at Baen Books. And as announced above, Baen will have it on the shelves on October 1.

Someone asked me what Eric got out of the deal. Two things: he got to pay forward to a friend, and he got a good novel in his series with his name on it with much less demand on his time.

What did I get out of it? A novel in a good series with my name on it. 🙂 And by working with and under Eric, I learned things about outlining, plot development, mystery novel memes and tropes, chapter size and arrangement, proper levels of descriptive language and dialog, and on and on.

I also got to demonstrate to one of the best publishers in the business that I can write quality work and deliver a finished product without going through the slush process. Priceless.

http://davidcarricofiction.com/

http://baen.com/

http://www.grantvillegazette.com/

http://1632.org/