platform building – Page 2 – WordServe Water Cooler

September 22, 2015September 4, 2015

How to Make Offers They Can’t Refuse

I’ve learned a terrific lesson about social networking this summer.

If you offer, you receive.

Recently, I’ve turned my LinkedIn contact list into a fertile field of opportunity for spreading my brand by offering help to others. Sometimes, the offer is to write a guest post for a contact’s blog, or to be a last-minute guest for a radio show, or to send a free copy of one of my books because of a mutual interest. I don’t make the offer until a person I’ve invited to connect with me accepts the invitation, and then, instead of just filing their acceptance email away, I take the time to compose a personal note making my offer as a service to them.

That means I only look to connect with people who share an interest of mine, and if they accept my invitation, I then think of a personal way I might contribute to their goals. By asking first how I can help, it reminds me that my writing is my ministry, my God-given gift, and that when others succeed with my help, I’ve made a difference for them. It helps make writing not quite the solitary endeavor it tends to be, and it allows me an avenue to actually build relationships with my contacts. In an age of electronically linking up with people all over the country and the globe, any personal interaction stands out; suddenly that contact in my address book has a personality and we have a tiny bit of shared history. That’s good for people and good for business.

But the big surprise I discovered was how easy it is to offer help, and how grateful people can be. Thanks to my offers, I’ve found new ways to reach larger audiences:

Though I stopped writing my own blog years ago for lack of time, I’m now providing occasional guest posts for three bloggers in the pet dog category. Each time I guest, my host includes links to my website and mentions my best-selling girl-meets-dog memoir Saved by Gracie. I interact with blog readers and expand my brand as they in turn learn more about me. Sweet!
I tell every radio host I connect with that I am happy to fill in last minute if they need a guest. I’ve gotten two interviews that way – with only a day’s notice! Both programs were recorded and played to large markets. I publicized air dates on my social networks, and since they were podcasts, my – and the hosts’ – audience can continue to access them. Score!
Likewise, I offer to speak at any service group’s weekly gathering (think Rotary Club) about my new project to encourage people to #getoutsidehappy! While my message promotes getting outside for greater health and happiness, it also heightens awareness of my books. I make a few sales at the gathering, but what means even more to me is spreading useful information to help people improve their lives. Win-win!

Do you use social networking to offer help?

June 25, 2015June 10, 2015

Planning a Book Release Party

I’ve said it once and I’ll say it again, an author does much more than just write. In fact understanding this was my biggest learning curve once I penned my John Hancock on my first contract. You are a writer, editor, marketer, publicist, your own biggest cheerleader, and your own worst critic. Not to mention the fact that you have multiple voices talking to you at one time as you write. Don’t worry…that’s normal. Kind of.

This year, I added “party planner” to my growing writing resume as I prepared for the release of Shadowed just two short months ago. When Shaken released in 2014, my friends planned a sweet party to celebrate. This year, it was my turn to grab the wheel. Only I had no idea where to begin! But like all things in this writing journey, the learning curve is steep, the lessons memorable, and the end result rewarding.

The release party doesn’t have to be stressful! Here are some tips I picked up along the way.

1. Choose a theme.

I planned two different parties with the help of loved ones. I wanted to theme the parties, so I selected decorations and small touches according to the audience. Since some of the major moments in Shadowed are centered around sunsets and the ocean and an opening scene with fireworks, I found decorations that flowed like water and paper décor that resembled the pop of color bursting in a dark sky. It was a fun way to set the stage. For the second party, we decided to go with simple and elegant to fit the audience coming. We chose a room lined with windows overlooking downtown, decorated a center table with roses, set up a sidebar with refreshments, and left an open space for mingling and signing books.

2. Delegate the details.

I still didn’t pull this off on my own. In fact, I had a moment where I almost threw in the towel. But friends and family came to the rescue. Friends volunteered to bring refreshments and plastic ware that fit the beach theme. Others donated door prizes like Fossil watches and a hand-lettered quote from Shadowed framed beautifully. Another friend set up a photo booth complete with reading glasses and chalkboards that represented different plot twists. Party-goers could grab their favorite pair of reading glasses, a chalkboard with their favorite plot twist, and enact the scene on camera.

3. Send the invite.

Gather those around you who weathered the journey with you. Those who sat through the tears and endless plot conversations, the ones who left meals on your doorstep, or talked you off the ledge when you wanted to quit. Let them celebrate this win with you! As excited as your readers will be, these people will be even more excited for you, and let’s be honest, you couldn’t have reached this accomplishment without them. Then, encourage them to bring their friends, friends who may just be curious about you as an author, who may just want to come for the party, and who may just walk away as fans of your work. Use Facebook or Evite to send a mass message so that folks can easily respond

4. Remember the journey.

Don’t forget to hit pause in the craziness and excitement Shadowed Kariss Lynch and remember. Remember from whence you’ve come. Remember the winding road that led you to this point, the road that seemed to never end and had too many bumps to identify. Remember that writing is your calling. Remember the One who gave you the story in the first place.

5. Celebrate!

Bask in the joy of completion, of your baby entering the wide, wide world. Ask a couple of your confidants to keep an eye on the refreshments and remind people to turn in their tickets for door prizes, then cut loose and celebrate. Share your heart, speak of the journey, talk about the story, smile, laugh, sell books, giveaway a few, and praise God for the gift of completion, of release day, and all He taught you along the way.

When all is said and done, clean up, sleep up, then hit the desk. You’ve got another manuscript to finish.

February 18, 2015February 16, 2015

I’m Hooked on LinkedIn

After three years of experimenting with social media networking, I’m finally closing in on what works best for my marketing needs at this time.

But before I share with you what I’ve discovered, I need to make some qualifications of phrases in that first sentence.

‘Experimenting’ – I’ve had no formal training in using Facebook, Twitter, LinkedIn, Google+, or Pinterest. Instead, I’ve read countless books and blog posts about using them, taken online webinars and asked others what they do. I’ve tried some ideas (mostly the ones I understood how to do) and rejected others (the ones I had no idea how to do). My experimenting has truly been all over the net, kind of like sampling all the flavors in an ice cream shop – a small bite at a time.
‘Works best’ – I define this as ‘what I can successfully manage, given limited time and ability because I am not a social media guru, nor do I aspire to become one.
‘Marketing needs’ – For me, this is publicity and audience building. I don’t sell books myself; I focus on branding myself to create the desire in my audience to go to vendors. Ultimately, I want my audience to become my sales team to sell my books to others, since there are a lot more of them than there is of me!
‘At this time’ – Marketing needs change over time, as do the ways different media platforms function. I dread every announcement that a social site has made ‘changes,’ because it means I have to learn/relearn how to use it.

All that said, I have found MY most successful audience builder to be LinkedIn. That’s because I focus there on connecting with others who work professionally in the fields in which I write: dogs, birds, health and wellness.

Yes, you read that right – my Birder Murder Mysteries and girl-meets-dog memoir appeal to three audiences, yet they overlap because my overarching brand is about getting outside to get healthier and happier. My contacts are working professionals at state parks, dog or bird-related businesses, wellness advocates, animal rescue groups, and ecotourism, to name a few. My strategy is to strengthen my social relationships with those contacts by engaging in conversations with them individually and collectively, which is what LinkedIn shines at. I see my contacts as distribution points – when I engage them meaningfully, they share my brand/message/content with their own networks. And LinkedIn makes it easy for me to find people who already care about my topic(s) with their group listings and recommendations.

My marketing strategy will continue to evolve, as healthy marketing strategies do, and I know that my experimentation with other networks is far from over. For now, though, LinkedIn is the backbone of my social networking strategy since it yields me the most new contacts, opportunities to market, and book sales numbers of all the platforms.

Which social media platform is working hardest for you? How do you measure that?

August 20, 2014August 16, 2014

Making Connections

Publishing is a funny beast. The author wears many hats – writer, editor, marketer, publicist, sometimes frazzled human being (all right, maybe it’s most of the time). There are moments when the load seems overwhelming and I feel incapable of wearing every hat with excellence.

Kariss' team Marketing tends to be my weakest link. I’m passionate about my books, love to talk about them, enjoy sharing the story of God’s faithfulness. But when it comes to selling the idea of why others should read them, I prefer to let people determine the quality on their own.

I know. I know. I’m still learning how to do this well. But the key is that I’m learning. Guest posts, social media, contests, etc. are all great tools that I am adding to my belt, but the most powerful tool in my arsenal is my network. These people fall into multiple categories, and every group is important

Close friends and family.
You’ve got to love this group. They are your biggest fans and cheerleaders. Occasionally they may be more biased than constructive with their feedback, but enjoy the affirmation. They’ve watched the journey, battled the insecurities and joy with you, and want to celebrate the finished product.
Fringe friends and acquaintances.
These are the people familiar enough with you to ask about the book every time they see you. They are also the ones who bought the book out of curiosity and support and are excited to watch the journey from a distance. If they love the story, you better believe they will share with their friends and family.
Unknown readers.
These are the people whose constructive opinion you can count on most. If they love the book, then job well done. They hail from all over the country, sometimes out of the country, and their word of mouth is powerful. They don’t know you, but love the heart in your books and will shout it from the mountaintops and anxiously wait for the next book. I love networking with this group. Their excitement fuels my own.
Critics and commentators.
These are your influencers, bloggers, Amazon comment critics, etc. I don’t necessarily advocate taking their opinions as gospel. But often, they have a powerful voice in their particular online spheres. Learn what they love and what they don’t, filter it to see if there is truth, and build on these admonitions in your next book.
The unreached.
The good news is that with all these other groups on board, the unreached are now reachable. Diligently work to add this group to the fold. Build relationships with your readers. Write stories that people can’t ignore. And don’t grow discouraged. This is a journey, not a short-distance sprint. Growth happens over time, and it’s exciting to see.

But there is one connection that is the most important. Talking to the Master Storyteller. He knows your story intimately, and He alone can weave your network into something beautiful.

Prayer is powerful. In moments of frustrated marketing, I’ve prayed that the Lord will get Shaken and Shadowed into the hands of people who need to read them, despite my best efforts.

And He has.

Some of my favorite interactions from readers come from those who never heard about the book but wandered into a bookstore, loved the story, laughed, cried, and found hope in Christ. Every time I read one of these messages, I praise the Master Marketer. In spite of my best efforts, He is still placing these books in strategic places.

More than spinning a great story and growing my craft, I want to make an impact. And that only comes through surrendering my ideas in marketing to the One who knows best. I figure with Him at the wheel, I’ll do what I can and let Him do the rest.

August 1, 2014July 17, 2014

Is Multi-Genre Writing Right For You?

One of the ongoing debates in the writing world is about the wisdom of writing in more than one genre. The reality, I think, is that most writers want to write in several genres and, in fact, may be quite good at it. My first projects were poetry, and then I moved on to magazine articles. Think pieces followed, as did newspaper humor columns. My first published book was a small volume about practical Christian spirituality, but then I found my stride in humorous murder mysteries (#6 is out in September, with #7 currently taking shape on my laptop).

Last but not least, a few months ago, my first memoir was published.

So, for me, the big debate about writing in multiple genres is a no-brainer, because I already do.

My experience of doing so, however, has made me recast the debate from a writing perspective to a publishing perspective, and, as a writer who wants to build a career as a published author, I offer my own pluses and minuses of working in a multi-genre career.

Minus: If you think it’s demanding to build one platform, try building several at once. I’m not saying it can’t be done, but in my experience, it can’t happen simultaneously (unless you have clones of yourself ready to go – and in that case, please drop me a note at my website, because I could use a couple of clones these days). To launch a book, you have to be single-minded to make the best of marketing opportunities: appearances, talks, media, book clubs, etc. Your new book/baby needs attention 24/7, and if you leave it for a day or two to nurse along another genre, you find yourself playing catch-up when you get back to the newborn. I’m guessing it’s like having twins-one person can’t really hold two babies equally well, so there’s always some juggling going on. Same thing with two genres: you end up feeling like you haven’t been as successful as you could have been with just one book. At the very least, you don’t sleep much, because you’re trying to do the work of two marketing departments in one body.
Plus: Working in two genres is exhilarating! You get to double the people you meet and the interests you cultivate. Your horizons expand and life is so rich with new experiences, it takes your breath away. It’s wonderful to be a writer!
Minus: Publishers are very hesitant to take a chance on you in a new genre. The more you’ve established yourself in one genre, the less a publisher wants to take the risk of launching you in a different direction. Publishing is a business, and publishers have to respect the bottom line.
Plus: If your genres share something in common (mine share humor and a love of nature), your fans of one genre are more likely to follow you into new territory, giving you a base readership on which to build and a headstart on creating a new platform.

Have you had any experience in multi-genre writing? Any insights to share?

July 23, 2014July 19, 2014

Sing it, Lamb Chop!

“This is the song that doesn’t end. Yes, it goes on and on, my friend.”

If you never watched the fabulous Shari Lewis perform with her puppet Lamb Chop, you might not know this delightful ditty from her Emmy-winning show that ran on PBS from 1992-1997. My youngest daughter enjoyed watching it as a toddler, and since I got to join her in front of the television, this song found its way into my permanent recall bank.

For better or worse, the tune takes over my head every time I have a task that seems never-ending.

Which is my way of introducing my topic today: platform building.

You see, platform building for a writer doesn’t end when your book is published. Instead of thinking of platform building as the first step toward publication, I now see it as the task that underlies the entire creative, marketing, and career development process. As long as you write, it doesn’t end.

But instead of looking at that task as an overwhelming, time-consuming responsibility, I’ve chosen to see it as the lifeblood of what I do.

My platform is my path to accomplishing the work that gives my life meaning. In my case, I want to bring people into closer communion with God’s creation, and I do that through the written word, telling entertaining stories about nature, and in particular, about birding and dogs.

Using this perspective motivates me to continue, and expand, my platform-building. Here’s a quick snapshot of what that looks like for me.

My first book – a small treatise about finding meaning in life – led me to discover my own passion: writing about engagement with nature. To market that first book, I gave retreats and workshops about identifying what you love and what God calls you to; as a result, I added speaking opportunities to my platform. Then I began writing my Birder Murder Mysteries, a light-hearted series about a birder who finds bodies (incorporating my own passion for birding and mystery). To sell books, I began reaching out to birders around the country (and the world!), connecting with them online, attending birding events, sharing information and becoming interested in conservation issues. That influenced additional books in the series, and led to more interaction with like-minded nature-lovers, which has both enriched my writing and my life with speaking/marketing opportunities and new friends. Six years after my first Birder Murder was published, I now have plenty of ideas for future books and venues to market them, as well as a list of birding hotspots to add to my bucket list of personal adventure.

My memoir about my dog is building a new addition to my original platform, giving me more places to talk about nature and to sell all of my books. I’ve begun volunteering with my local Humane Society because of it, and I now see all my writing as advocacy work for improving the human-nature connection. Yes, I know that my platform building doesn’t end, but neither do the rewards I’m finding when it comes to new experiences, learning interesting things, and contributing to my world.

What joys are you finding in the never-ending task of platform building?

June 2, 2014May 31, 2014

5 Things the Theater Taught Me About Writing

The smell of popcorn takes me back…backstage, that is. From 1998 to 2007, my husband and I, along with several other talented individuals, performed thousands of shows to enthusiastic crowds in two small-town Texas theaters. The experience taught me enduring lessons about creativity, professionalism, and making a living through the arts. These tenets apply to your writing life and other creative endeavors, as well. Here are five things the theater taught me about writing, in no particular order:

1. Word of mouth is the best publicity

Our audiences, though small, were passionate. We provided quality entertainment and our most ardent supporters talked about us…a lot. They brought groups, gave their friends tickets, and sometimes drove hours to see us. Though we bought print ads, paid a few publicists, and had a large email newsletter, the theater’s best advertisement was—without a doubt—word of mouth.

It’s the same with promoting your writing. Today’s readers are consumers, just as our season ticket holders were. They long for quality and consistency. They’re busy, and they need a reason to keep reading past the first few lines. And when they are delighted by what they’ve read? They’re the most loyal, vocal folks around. Because we live in an instant-communication society, bad word-of-mouth spreads fast. Make sure your writing product is stellar, and great publicity will follow.

2. Give the audience what they want

One of the owners of the first theater in which I performed often said, “Give ‘em hamburgers!” He meant that we shouldn’t mess with success. If tickets sold quickly for a 1950s music revue, we wrote another similar show. Of course, we also experimented and pushed boundaries (otherwise, all of us would have grown bored). However, we changed our product in small increments. We also created special experiences—behind-the-scenes tours, holiday packages, giveaways—for avid supporters. Cast members even called our VIPs (those folks who came to the theater over and over) on their birthdays and anniversaries, which the VIPs greatly appreciated.

In your writing, think about creating a memorable experience for the reader. How can you provide extra value (giveaways, incentives, free resources) in a professional, winsome file3691295046962 manner? In what ways could you creatively and tangibly thank those who willingly support you and talk about your books?

3. Leave your ego at home

Most of the performers I worked with over the years have been gracious, humble, and diligent. A few, however, turned me off with their arrogance, over-the-top demands, or lack of discretion. The most successful artists, long term, are those who go out of their way to thank people and who treat the sound technician as well as the venue’s owner. Those are the performers who are offered more opportunities.

Ask yourself: am I approachable, warm, and thankful for the opportunities life has given me? Or I am on a mission to impress everyone I meet, in order to “build my brand”?

4. There are no small parts, only small actors

So said Constantin Stanislavski. When you perform a small role with professionalism and excellence, the people in charge notice–and they’ll eventually give you more responsibility.

The same goes for becoming a better writer. If an editor asks for a 400-word piece, I’ve learned to take it seriously and do my best work. In this age of instant access, anyone can read your work at any time, from anywhere. Who knows what small beginnings might lead to larger opportunities?

And, finally, in related wisdom…

5. Know when to stop

On stage and in writing, creatives need to develop an important skill: how to bring a something to a close. In the theater, we say that last line, spin on our heels, and exit, stage left. In writing, we find the right moment, the right phrase, the right word, and that’s it. The end.

This post is a reprint from Tweetspeak Poetry.

April 9, 2014April 4, 2014

Give ‘Em What They Want, Not What You THINK They Want

After fumbling around with social networking and reading every marketing article about it that I could get my hands on for the last year or so, I’ve distilled my promotional strategy down to a simple directive: give readers what they want.

I know that sounds obvious, but the tricky part is understanding the ‘what,’ especially once you realize that ‘what’ your readers want may not be the same ‘what’ that you THINK they want. The key is taking ‘you’ out of the picture, so you can clearly see your reader without your own perspective distorting your vision.

It’s like reflective listening – you want to reflect back what the other person is saying without putting your own spin on his words, so you hear clearly what he said, and not what you think he said. Quick example of doing it wrong: my husband said he wished he’d taken music lessons when he was a kid, so I got him music lessons for Christmas. Two weeks into the lessons, he told me he didn’t want to continue.

“But you said you wished you’d taken lessons as a kid,” I reminded him.

“As a kid, yes,” he said. “But now I have other interests that I’d rather spend my time on. You interpreted my comment as a current wish, which it isn’t.”

Ouch. I should have gotten him the shop-vac he said he needed, which I thought was boring.

Same idea applies to your readers.

Pay careful attention to what they say, or in the case of social media, what they really like to see and with what they engage.

For instance, I thought that as an author, I should be posting on Facebook about my WIP or upcoming events. Those posts, I’ve found, get little notice.

But if I post a photo of me getting kissed by a French bulldog, or a goofy homemade video of me singing (badly) about the cold weather, I get comments galore. Clearly, on Facebook, at least, my writing news is not very interesting to my readers.

Writing news is appreciated very much, however, by my newsletter subscribers, so that’s where it now goes, along with on my website. As for LinkedIn, I post both events and business-related material, such as when my books get a rave review or included in an industry-recognized blogger’s post.

For Twitter, I post quick links to interesting material in my subject areas (birds, nature, dogs, humor) or retweet entertaining posts, because I’ve found that those kinds of communications are most appreciated by my followers. Because it’s a fast and short exposure, I tend to use Twitter more than any other social media platform as more of a shotgun approach – post and hope it spreads wide and far to get my name in front of a greater number of people, because that’s the first step to finding new readers.

My experience has convinced me that connecting with readers, followers, and networks is a necessary piece of expanding my readership, but once I’ve reached new folks, it’s time to shift gears and use social media to build relationships, not solicit sales.

That’s why it’s called social media, and not the shopping channel. Remembering to give the reader what they want is easy when it’s the same thing you want to give your friends.

How do you use the various social network platforms?

October 18, 2013October 11, 2013

What I learned from Leo Kottke

Last month, my husband and I enjoyed an evening concert at Big Top Chautauqua outside Bayfield, Wisconsin. Leo Kottke was the featured performer, and while I wasn’t particularly familiar with him and his music, he has long been a favorite of my husband’s. The concert took place under a big tent on a beautiful September night, very near the shore of Lake Superior, and Kottke did not disappoint, either as a guitarist or an entertainer. I came away a fan…and with a new perspective on what I do when I give a book talk.

I realized that the key word is entertain.

While the need to entertain my audience remains uppermost in my mind when I write, I haven’t always kept that focus during speaking engagements. Sometimes, I get too bogged down in the details of crafting a narrative when I talk with writers’ groups, or my presentation begins to sound stale when I answer the same questions over and over from audiences of readers. If I’m getting bored with repeating the same “this is my book, why I write, how I write,” then I expect my listeners are getting bored with the same old book talk they hear from every writer.

Enjoying Kottke’s performing style convinced me I needed to think of myself as a featured entertainer when I speak, not as the featured author. Yes, the man could play amazing guitar pieces, but it was his in-between chatter that tied it all together into a neat package of entertainment. Too much chatter and it would not have whetted my appetite for his music; too much music and I wouldn’t have formed a connection to the man. Instead, he balanced the two pieces and sold me on his entertainment value – which is exactly what I need to do to find new fans of my books.

After our evening at Big Top Chautauqua, I revamped the way I approach and present a book talk.

Instead of focusing on what goes into the book when I speak to groups, I now read short selections from several of the books – selections that are particularly meaningful or funny for me – and explain where in my own life those passages came from (and I always tell it with humor!). The result has been increased active engagement with my listeners, and they become more intrigued with the books, which results in more sales after the presentation concludes. I’m getting more comments about how enjoyable/entertaining the talk was, which not only makes it fun for everyone, but also leads to a greater number of speaking referrals for me! After all, if you’ve enjoyed an event, you’re likely to come back for more – whether it’s another book by the same author, or a CD recording of a musician – because you want to tap in again to that source that gave you an entertaining experience.

Authors need to think of themselves as entertainers – both in print and in person – and then present themselves that way, too.

How do you craft your talks for entertainment?

July 19, 2013July 19, 2013

Google Plus for Writers (Build a Social Media Platform)

Google+ offers unique benefits for writers wise enough to take advantage of them. Why do we need another social site when there’s already Facebook, LinkedIn, and Twitter? While these social sites are great networking tools, they don’t have all the capabilities of Google+.

Another consideration is cost. Only a fraction of those who sign up to receive your Facebook updates are allowed to see them. Facebook will extend your reach, but at a cost. Google+ lets you contact those in your circles free of charge.

Google+ is growing but has not yet reached its full potential.

“Google+ has overtaken Twitter as the 2nd most popular social network in the US, according to a March 2013 Survey by Burst Media.” Daniel Zeevi | Jun 03, 2013 REPORT: Google+ Overtakes Twitter as 2nd Most Popular Social Network in US

More men than women were on Google+ at the outset, but more men tend to become early adopters. The gender stats are leveling out, according to D Erickson (JUNE 7, 2013) in Top Social Networks By Gender, March 2013 [TABLE] for e-Strategy Trends. It’s not too late to get in on the rise of Google+ to build your author social media platform.

Interest communities can help you find readers.

One of the things that Google+ does best is to connect people with similar interests. An author. You can search for groups, start a group, and manage your groups.

Increase your discoverability.

Updates you make to Google+ rank well in Google’s search engine. This puts your updates higher in results for relevant search terms. This can make you as an author more visible to readers.

Create videos, host author chats and network through Google hangouts.

Up to ten people can connect through hangouts. Through its Hangouts on Air capabilities, Google+ gives authors a free and easy way to broadcast live. Better yet, it then can automatically update your Google+ home page and YouTube account. You can also embed your videos on your website or blog. Best of all, you don’t need technical skills to get in on this. Learn more about Google Hangouts on Air.

Lets you sign up for Google Authorship.

You may have wondered how images of some authors appear in search engine results, like the one, below.

Your image, tagline, and most recent update will appear in the sidebar for searches of your name. This can be an important advantage if you have a popular name. The fact that Google shows my follower count helps my credibility.