Marketing Magic for Authors and Speakers

“Marketing is a contest for people’s attention.” — Seth Godin

In June, at the Advanced Speakers and Writers Association National Conference, I shared the stage with a panel of writing greats. We spoke to this Christian group of women on increasing speaking opportunities in order to sell more books — or as I like to call it, Marketing Magic for Authors and Speakers.

The room was filled, and the audience leaned forward in rapt attention from the opening sentence. Heads were down as they scribbled to keep up with the flow of information. Hands popped in the air like jack-in-the-boxes to ask questions. Three things in particular spurred their interest.

Marketing Magic for Authors and Speakers Top Three:

  • Creating a marketing calendar — Strategizing timelines for posting on social media
  • Thinking outside the marketing box — Re-slanting your message(s) to reach groups you’ve never thought to target
  • Telling your marketing story — Compelling your audience to buy through a heart-felt message

Marketing is Not Selling“Excellence is doing ordinary things extraordinarily well.” With this statement, John W. Gardner simplifies the problem many of us have with marketing.  We make more out of it than what it is. In reality, if we don’t overcomplicate it, marketing is simply doing something ordinary, sharing something we’re passionate about, with like-minded people. We just need to find the most effective way to reach them. And that won’t look the same for everyone — we aren’t cookie cutters of each other.

If you need to create some marketing magic for your books, or need to increase speaking opportunities to help you reach a wider audience, I invite you to contact me. Email anita@anitabrooks.com for the handout from the AWSA seminar, and I’ll be happy to share. Not only will you find bullet-point tips, timeline suggestions, and examples of Press Releases and Marketing Maps, but links to the following:tell them your story

  • American Library Association
  • A listing for every national association in the U.S.
  • Christian radio stations
  • Christian television stations
  • Mega-churches

If you’d like to learn more information on another exciting way to improve your marketing strategies, follow me at anitabrooks.comMy heart is to help fellow authors and speakers reach more people — but not in the traditional way. Together, we can create marketing magic, when we offer each other a helping hand.

What unique ways do you use to sell more books? Want to see an example of a brilliant marketing piece? Watch this YouTube video for one of the best I’ve ever seen.

Screenwriting for Fun and Energy

As this posts, I’m stretching my writing muscles. Doing something I’ve never attempted before. Writing a screenplay for a contest.

It’s not something I’d ever put thought into. After all, I’m a non-fiction author, although my work is story-rich. But I do have these fascinating plot thoughts that simply won’t go away. So what’s a writer to do with them?

According to a Hollywood screenwriter I met at a recent conference, “Enter a contest and have fun.”

Getting Through

Releasing, April, 2015 through Barbour Publishing

And the timing is right. I just finished writing a book I’m very passionate about called Getting Through What You Can’t Get Over, releasing through Barbour Publishing in April, 2015. I’m totally jazzed about Getting Through, but I’m also drained. It takes a lot to wade into soul-deep true stories of people who’ve experienced unwanted tragedy — many of them my own.

And as I prepare to work on my next non-fiction project, another soul-wrenching work speaking life into hurting people, I need a mental boost. So I’m challenging myself in an out-of-the-box way. I’m screenwriting for seven days in the 168 Film Project, Write of Passage contest.

But right before I started, something very interesting happened. And I wondered if God had hinted at all of this in the past, although I’d forgotten.

It was October, 2010, and I was in South Carolina on the cusp of discovering a life-changing secret about my identity. Though DNA tests wouldn’t confirm it for several days, I would soon learn my dad isn’t my biological father. At forty-six, the news blindsided me from left field.

On this particular day, I was getting ready to visit my dad (the only father I’d ever known), and as I neared his house, I thought my heart might explode from its pounding. I needed to catch my breath before I faced my fears.

It was Sunday evening, and I pulled into a plaza parking lot only two blocks from my dad’s house. The place was deserted, except for one vehicle.

Writing Screenplays

Stretching a Different Set of Muscles Can Energize

I glanced up and the license plate immediately caught my eye. I have no good explanation as to why, but I took a picture. I thought the personalized plate was curious, and remember wondering if God was telling me something. But at the time, I hadn’t even signed with my literary agent, much less sold a book.

Besides, I had bigger things on my mind, so I saved the digital photo in a file, and promptly forgot about it. Until recently.

A few weeks ago, I ran across the picture while looking for something else. Then I realized I was getting ready to enter my first screenwriting contest. And I wondered….

Does it mean anything? Probably not. Could God have hinted to me all those years ago? Possibly so. Is it fun to consider? Absolutely yes.

Whether anything comes from screenwriting or not, this is what I’ve realized. In order to infuse your writing with fresh wind, sometimes you need to do something totally off the wall, very different from what you’ve gotten used to. For a short time.

So I’m not working on a screenplay because I hope to invent the next Hollywood blockbuster, I’m screenwriting for fun and energy. That way, when this contest is over, I’ll have new fodder to make my next book even better than the ones before. And maybe that’s what God had in mind all along.

How do you stimulate your writing in creative new ways?

Anita Fresh Faith

It’s Never Too Late to Write

I started my writing career later than most. At least compared to many of my twenty-first century peers.

And I worried I’d waited too long.

Broodmoor Hotel, Colorado

It’s Never Too Late to Make a New Bed

Actually, I had a lot of strikes against me. I was sure I’d made my bed, and had no opportunity to make another. But I was wrong.

If it hadn’t been for a persistent push from God, I doubt I’d be writing to you now. But He continually convicted me through the Parable of the Talents, Matthew 25:14-30. You see, I was the wicked and lazy servant who’d buried her gift.

However, God truly is merciful — and encouraging. Over a period of a few years, He used five real-life examples to show me it’s never too late to write.

The first lived in Missouri, like I do. Laura Ingalls Wilder and Rose Wilder Lane, two of the most inspirational writers I’ve ever studied, called Mansfield, Missouri home. Rose schooled her mother on how to formally pen those wonderful classic books, the Little House on the Prairie series.

But the most amazing part was learning Laura was sixty-five years old when the first best-selling manuscript went to her publisher.

Strolling through her grounds recently, I imagined her gnarled hands scratching out stories from memory onto pages of paper. She finished her final book at age seventy-six.

Another author who started late was Frank McCourt, also publishing in his mid-sixties. The wisdom of time and experience propelled Angela’s Ashes to the top of global readers’ favorite lists.

At forty-five, Raymond Chandler, (who I share a birth date and month with), finally broke into publishing success, after struggling from the time of his youth to make his professional mark.

In her fifties, Mary Wesley published a few children’s books without notice. However, in her seventies, she took the world by storm with her first novel, Jumping the Queue.

James Michener is a well-known name for those who know writing. But some don’t realize his fifty year Pulitzer-prize-winning career didn’t start until he was fifty, continuing until his death at age ninety. His last book published posthumously.

What's on Your Bucket List

What Does Your Bucket List Say?

No matter what encourages you, whether it’s real-life examples, spiritual promptings, or the example of a writer who did, though I feared I wouldn’t, let something spur you on. Age, location, past failures, naysayers, none of those things matter.

If you are willing to learn, to listen, to do the work, to learn some more, to listen some more, then work some more, you will see results. Maybe not at the caliber of some of the names listed here, but at the level you are supposed to achieve. This leads me to one more thought — actually it’s a question.

Many people tell me they believe in God. But I respond by asking this, “Do you believe God?” A simple change in sentence structure changes the meaning. In Proverbs 14:23 (NIV), it says, “All hard work brings a profit, but mere talk leads only to poverty.”

Maybe your sentence structure will help someone see a familiar statement in a new way. Maybe your profit will result in financial windfalls. But more likely, it will come through a life changed. A life you touch because you never gave up. Because like me, you chose to believe God and say, “It’s never too late to make a fresh start with fresh faith — while I write.”

What encourages you to write on?

 

The Surprising Secret to Juicing Up Your Writing

“Sitting at a computer is the place for taking a clunky sentence and smoothing it out, making it read better. I do some of my best writing in my head before I fall asleep for my afternoon nap. I recommend that!”

—Tony Hillerman, quoted in Tony Hillerman’s Landscape by Anne Hillerman

Business Coaching

What’s Making You Tired?

I don’t know about you, but it seems like I spend at least half of my writing time combating fatigue. Maybe it’s my crazy on-the-road schedule as a national speaker and business coach. It’s possible the myriad of personal problems, some huge, some small, drain my emotions and my body. It could be the anxiety I feel when juggling all of the fine details that go into a professional writing career. Social media — check. Blog — check. YouTube videos — check. Marketing my books — check. Pursue new speaking/coaching gigs — check.

As I view the list, it’s no wonder I’m wiped out. But knowing why I’m tired won’t change the fact that my books and articles won’t write themselves. No one but me can put my words on my pages — the messages I believe God started a burn in my heart to share and show.

But this brings me back to my original problem. What to do when I finally get time to write, but feel too tired to type a word?

The solution is so simple, I’m embarrassed to admit I overlooked it for the longest time. A time-proven technique for juicing up your writing. A secret to turning on the creativity, when your muse is turned off.

And here’s the secret. Take a short nap.

Hot Air BalloonsSounds crazy, right? But it works. One of the reasons I resisted was my fear I’d fall asleep and waste all of that precious time. However, I’ve found it doesn’t happen. Somewhere in the dozing phase, my mind starts whirring with ideas. So much so, after an average of twenty minutes, my inspirations wake me up. Napping has transformed my craft and my process.

I should have known. From the beginning of my writing career, I’ve committed and adhered to taking a weekly sabbath rest. One full day off. No writing. No marketing. No work. It’s one of my secret answers to the question I hear so often, “How do you get so much done?”

You see I learned this secret from the Best-Selling Author of all time. God took the first Sabbath, or shavat vayinafash in Hebrew. The term literally means God rested and got a new soul. And we’re meant to live in His image, so why wouldn’t we renew our souls through rest?

Gold Clock

Resting has a Supernatural Way of Restoring Time

I thought, if it works for a whole day, why wouldn’t a mini-sabbath work for part of one? So I tested the theory, and found a twenty-minute nap can infuse me with as much energy as taking a week’s vacation. Seriously. It’s like gaining an extra day.

Other highly successful authors swear by it. Now I do too.

I believe the quality of my writing has improved from the regular practice of napping, and/or resting in quiet meditation to allow my creative juices freedom to flow. Sabbath renews my soul, clears my mind of clutter, and revives my spirit.

So I challenge you — the next time your eyes droop as you face the keyboard, go against your instincts. Don’t push through. Don’t beat yourself up. Submit. Give your body the refreshing rest it’s crying out for, and feel the juicing begin. Not only will you feel better, but chances are your readers will benefit from your better books.

How do you deal with writer’s fatigue?

 

The Juggling Act of Marketing While You Write

I learned a lot from the publication and release of my first bookInstead of dwelling on what I did wrong or inefficiently, I’m focusing on improving those areas when Getting Through What You Can’t Get Over releases in April, 2015 via Barbour Publishing.

Authors on Facebook

Mention Tiny Excerpts from Your Work in Progress

For instance, while writing my first release, if I had known then what I know now, I wouldn’t have held my enthusiasm back. I would have let my natural flow of excitement transfer into some of my Tweets, Facebook posts, LinkedIn shares, and Pinterest pins. I wouldn’t have sold to people, but would have offered a few teasers, a new sentence, a punchy line taken from my project, while I was writing it, getting people interested early. Word of mouth is still the best marketing vehicle around.

I would have blogged about the process more. (Something I just started doing on my Writing Wednesday posts.)

Authors on YouTube

Open Yourself Up to Your Audience with YouTube Videos

I would have posted a few videos on YouTube about struggles, victories, disappointments, encouragements, life interruptions, cave-dwellings, along with other writing downs and ups. Adding more visual author media to marketing efforts enhances the experience for readers. This allows audiences to read tone of voice, facial expressions, and body language, as well as words.

I would have listened to Michael Hyatt’s fantastic audio series, Get Published!, while I was writing, not shortly after my book released. Then I would have acted on many of his insider suggestions.

While I juggle writing, marketing my current book, pre-release marketing for my new one, family, friends, speaking, coaching, and the occasional unexpected crisis, I’m also celebrating a few things I did right on the first go around.

Michael Hyatt's Get Published

I Highly Suggest This Audio Series for Publishing and Marketing

I made new connections, and built some solid and life-long relationships with people who can benefit my writing career, but more importantly, are now my friends. We help each other, encourage, pray, and genuinely care about what happens to each other, more than we care about what happens with our careers.

I proved myself capable as a professional writer and marketer. Building credibility and practicing integrity at the foundation of your career provides a solid footing to propel you forward as you move ahead with new books, articles, and posts. I see myself as a slow and steady author, who will win the race through consistency and solid growth. I’d rather experience longevity, versus a fast start that sputters in a flash.

I made some marketing mistakes, but didn’t let them become catalysts for giving up. Instead, I evaluated where things fell apart, and used those insights to make informed decisions and new plans. Some things I need to cut out completely, but most only require a few tweaks, and my updated marketing plans will prove more profitable.

Believe GodBut the most powerful thing I did right the first time, and am continuing to do now, is this: I am not leaning on my own understanding. Instead, I am asking God where to invest my talents. Who are the readers? Where should I market? What is the best use of my energy? When should I time marketing efforts? How should I balance the juggling act of marketing while I write?

In the end, none of us knows the perfect marketing plan. But, those who succeed exhibit similar qualities. Guts, consistency, resolve, humility, a teachable spirit, listening ears, watching eyes, and a quitting-is-not-an-option determination. No matter how much juggling is required.

What do you know now that you didn’t know before about marketing?

Should a Non-Fiction Author Write Novels and Vice-Versa?

Gift Wrapped Package

Are Shiny Objects Calling You?

One of my coaching clients has to guard against his propensity to chase every shiny new object. I can identify with his temptations, as I struggle with similar ones in my writing. Can I author both fiction and non-fiction? Can you? Let’s explore the question, and see if we arrive at the same conclusions.

Recently, I had a conversation with my literary agent that went something like this: 

Me, “I’m grateful my non-fiction books are selling, and my platform is building in the genre, but I have these two great novel ideas. What do you think? Would it be okay for me to pursue them?”

Alice, in a gentle tone after taking a deep breath, (I’m sure praying for patience with this crazy, bling-chasing author she has to deal with), “We normally recommend trying to stick with one genre. Otherwise it confuses your audience.”

“Could I do it using a pen name? I have one picked out.”

“Possibly. But then you’re using twice the energy to build two platforms simultaneously.”

That sounded like a whole lot of work to me.

Alice, “Can you turn your novel ideas into non-fiction?”

“Fiction is more fun to write.”

“I’m sure. But why don’t we focus on finishing your current book, then revisit this when you’re done?”

She’s a wise woman. I’m sure she believed the luster of authoring fiction would fade with time. And to a degree, she was right.

I’ve since researched the subject further, and found there are some common concerns and benefits listed from those with vast experience and knowledge. Publishers, agents, and even high-profile authors said much of the same. Here are the highlights of what I learned about the subject.

Keep Your Promises

Reader Expectation Can Drive their Trust

Cons:

1. Most readers will try a favorite author’s book in a new genre once, but if they don’t like it, may not buy any books written by them again. Including those they loved before.

2. Loyal readers often feel betrayed by the switch, and never regain trust. Genre confusion can cause authors to lose whole segments of audiences who now view them as promise-breakers.

3. If you switch genres, and the new book tanks, it can take years to rebuild publisher confidence and marketing momentum.

Pros:

1. Writing too much of a similar thing can cause an author to sound scripted, formulaic, and stale in later books. A change in the creative landscape can infuse fresh dimension into their craft.

2. Opportunities to cultivate new audiences grow with change. For example, if you write murder mysteries, but switch to a practical how-to, you chance reaching people who won’t read the mystery.

3. Authors like C.S. Lewis successfully carried their voices into cross-over markets, reaching many more people. If you are careful to stay true to your writing self, you potentially could do the same.

Old TypewriterAfter talking it over with my agent, researching, praying, and much pondering, I think I’ve had a change of heart. Turning my novel ideas into non-fiction is feasible. And I know successful writers are teachable and flexible. If I want to thrive in the writing world, I need to mirror those traits, and listen to those with voices of wisdom.

Down the writing road, I may change my mind or the market may shift, but at this point, why mess with success? I’d hate to have a shiny new object deflect me from the blessings I already have.

Do you think it’s wise to write fiction and non-fiction? Why or why not?

 

Marketing In and Out of the Box for Authors and Speakers

“It’s getting harder to find places to sell books.”

Anita Brooks Conference Speaker

Find an Audience and Speak to their Needs

Public speaking is still the most effective sales tool for book authors according to many professionals. But with conference attendances lowering, and some closing down, the opportunities are dwindling.

And without a strong marketing plan, you often can’t get a publisher to bite on a proposal anyway.

So what’s an author to do?

You’ve probably heard “think outside the box” when it comes to marketing, but what does that mean?

Don’t lose hope, there are still effective things you can do to strengthen your marketing strategy through speaking. For instance, re-slant your messages to fit groups you might not normally speak to, or have never thought of speaking to.

Conference Speaker

Every Celebration & Educational Event Needs a Speaker

  • If you speak on marriage, have you targeted business groups and associations where couples may work together, or have employees who do?
  • If parenting is your theme, have you contacted day-care centers who often spend more waking hours with children than parents?
  • If grief or trauma is your message, what about speaking to Chambers of Commerce, or association conferences about how their members can help the hurting, promote good will, and further their mission as a result?
  • Is there an awards banquet you can connect a presentation to?

When contacting churches and ministry organizations, ask yourself questions like these:

  • What are the biggest problems I see in society today?
  • What are my greatest pet peeves?
  • What do I hear people complain about most often?
  • What do people say they are lacking?

Those are the areas you can target to reach audiences in a relevant way. Many ministries are looking for speakers who can address concerns of a younger crowd growing more jaded, more “accepting,” and more in need of spiritual wisdom than ever. But wrapped in practical twenty-first century applications.

The Whole Earth Needs Hope

People All Over the Earth Need Hope

The fact is, human beings all over the planet are drawn to messages of hope and encouragement, and like-minded people flock together. The key is to develop a strategic marketing plan, do your homework, study potential audiences, make consistent contacts, and follow up on a regular basis. Over time you will begin to get a feel for what works and what doesn’t. Set goals and stick to them.

To help you get started, here’s a link that offers info on associations of all kinds.

Finally, I must mention the most important thing of all. Partnering with God through prayer, trust, AND practical action.

Here’s my real secret to any marketing success. Based on the Parable of the Talents in Matthew 25, I ask God who the bankers are that He wants me to invest my talents with, and then I look and listen. I’m often surprised at the opportunities available; it simply takes looking at things through fresh eyes. Sometimes in the box, and sometimes by stepping out.

Have you discovered any unique ways to market books or sign more speaking events?