Platform and Marketing

“You must learn to market without marketing. No one wants to hear, ‘Buy my book.’ Everyone wants to hear, ‘How are you today?’ ” –Gayle Carline from her lecture “Self-Publishing Savvy”

Whether or not you publish traditionally, more and more the burden of marketing is falling on the writer. It’s important to build an audience and communicate with them, in a way that feels genuine, not gimmicky.

As soon as you decide you want a career in writing, you should start working on your platform. If you (like me) you got a late start, begin work ASAP. You don't have to tackle everything at once. Just do what you can and do it with all your heart.

What is a Platform--From an Expert

A platform is one of those things authors and agents like to throw around. Since I'm not exactly sure of what it is, I'll let author Kimberley Grabas define it.

“ ‘Platform’ is used to describe the variety of ways that you use to connect to—and engage with—the ideal readership that is most receptive to your work. It’s also the amount of influence you wield, the level of visibility and authority you have gained, and the deepness of your connection with your readers.”

I like to think of it your platform as a super high tech diving board that launches your little book in the vast pool of readership. If you're lucky it lands with a splash among the perfect audience. If your launching device doesn't work properly, your book falls flat on the concrete. Lucky for you, your book isn't a person, so you can try again. Tinker with your platform until it's just right! 

That's all well and good for a general definition, but what does it look like concretely and how on earth do you attempt to build one. Kimberley Grabas breaks it down into five basic steps.

5 Steps to Building a Platform 

1. Define and Build Your Author Brand (This is your promise to your readers of what they can expect from you.)
2. Identify Your Target Audience (Who is most likely to buy your book?)
3. Set up Your Author Website/ Blog (This will be your home base from which you can launch your campaign)
4. Start Building Your Email List (Your lines of communication with your target audience)
5. Establish a Presence on Social Media (Emphasis on social; they want to know about you, not get bombarded with ads for your novel)

She elaborates on these steps in her ebook, The Quick Guide to Building Your Writer Platform, which you can download for free by subscribing to newsletter. It costs you nothing. If, for any reason, you are uncomfortable with this, her website provides the same basic information.

Other Marketing Ideas

Build the Best Product Possible

This means taking the time to write and re-write, over and over again; paying for professional editing; commissioning a simple, elegant cover that attracts readers' attention and fits with your brand; and formatting it correctly so that the interior is easy to read.

Connect with Other Writers and Groups

Joining writer's groups or finding groups devoted to your genre is a great way to meet people who will be interested in your writing and supportive of you. You can lean on older, more experienced writers for wisdom and advice; learn about new trends in the field; network for free-to-cheap editing and critiquing; and generally benefit in many different way.

Use Metadata

Metadata refers to the tags and keywords that an audience interested in your book can use to find you. If used correctly, your audience will come to you.

Get Reviews

Positive reviews are really important to attracting new readers. 

If you want a nice blurb, you can ask an author in your genre that you know (see Writers and Groups) to write one for you, although it's common courtesy to give them a free copy of your book, six months to read it, and a warm thank you. If you're bold enough, you can build up a relationship with an author you admire and ask them to recommend your book.

At the grassroots level, you can ask your fans for reviews. You can write a review of your author friend's book in hope they review you back. (Author Sonia Marsh said she did a video review and posted it on You Tube to make herself stand out.) 

Just remember to be ethical about it.

Free Giveaways

The point of giveaways is to, hopefully, have more people read your books, review your books, and spread positive word of mouth. 

Amazon has deals where people can download free books and Goodreads have giveaways. You can also host your own contests or raffles, although you might think about including something beside your book. Maybe a small gift card. Or, if you have a crafting hobby, something you made.

Amazon also has something called the Kindle lending library, wherein readers can read for free, but you still get royalties.

Create an Event

You can host a contest, create a book launching party, or give a lecture. Nowadays, it's usually not enough to sit around and sign books. You need to create value.

Good hospitality is key to the event, so remember to bring food and drinks. Sonia Marsh told a story (which I recounted in my blog) of how she got to local businesses to donate food and prizes. If you can network your way into free stuff, go for it. Also, make sure you bring business cards, bookmarks, fliers or some other physical thing an audience can take home, in case they want to look you up later.

Videos and Podcasts

This can include everything from book trailers, to reading chapters of your book out loud, to showing off a skill you have. Heck, it might not even have to do with your book. Just give them a chance to see you.

Build up a Body of Work

It's usually not enough to write one book and stop. You usually need to build up a body of work. At Barnes and Nobles, I noticed prolific authors took up so much room on the shelf, it was impossible not to see them. It's still the same in the digital world. The more you produce, the more your name pops up.

In this way, writing series can be helpful. You can also build up a body of work by writing short stories. Short stories have a secondary bonus, in that you can write one connected to your novel, give it away for free or cheap, and hopefully intrigue readers into investing in the larger world.

Be Generous and Grateful

What goes around, comes around. If people help you, always remember to thank them and pay it forward.

Free Resources on the Web

Your Writer Platform (http://www.yourwriterplatform.com/) Even if you don’t subscribe, this website offers lots of articles for building your platform

“9Ways to Promote Your Writing Without Being a Jerk” by Brian Hutchinson (http://positivewriter.com/promote-writing/) Easy to read article for beginners

"7 Tips for Metadata Magic for Self-Publishers” by Betty Kelly Sargent (http://www.thebookdesigner.com/2014/09/7-tips-for-metadata-magic-for-self-publishers/) Thoroughly explains what metadata is

“5 Ways to Build a Powerful Email List” by Jeff Goins (http://goinswriter.com/build-email-list/) Intermediate advice, not intimidating

“MarketingYourself: Social Media Marketing and Creating an Online Presence” by Scott James (http://blog.pubslush.com/author-education-series-10a/) Specific advice for serious authors

“FreebieStrategies for Indie Authors” by Sabrina Ricci (http://www.digitalpubbing.com/freebie-strategies-for-indie-authors/) Chock full of links, references, and personal experience

Weekly Update: 10-3-14

I got my first subbing job at Placentia-Yorba Linda School District today, at Valadez Middle School. Some students were noisy and I had to shush them and my voice became rough from reading about George Washington all day long and my sinuses drained into my throat and I had to stand for 15 minutes at the bus stop in the shadeless 100 degree sunshine, and the whole time I stood there, I just felt... really, profoundly grateful.

Because I was there for one day and by the end of it, students were saying hi to me like they'd known me all their life. Because I was able to put my whole heart into teaching, and I saw the students respond. Because I felt like, in some small way, I made the world a better place.

Yeah, I know that sounds corny and cliche, but it's true. Me trying really hard to help the students understand the Continental Congress isn't going to cure Ebola or anything. But it's not about that. It's not about building cathedrals, it's about putting a vase of flowers on the window sill. It will die and be forgotten, but in the one precious moment of now, the world is a little bit brighter.

* * *

My cell phone broke around Tuesday, but fortunately, it was under warrenty, and I got a replacement. I had my first two subbing jobs of the year, one in Valadez as I mentioned, and the other in Brea High, where I wholeheartedly tried to get the DVD player to work. I finished another chapter in my Coffin novel, started writing up my end of the year writing/ business schedule, and did some research on marketing for my writer's club. I also colored in 2 pretty fairies, 4 silly dragons, and a basket of gingerbread men. It's been a long week, but a good one.


it was hot and my allegies made my throat dry and I had to walk in the blazing heat t

me and the wole time I felt... really, profoundly grateful. It wa weird because I was there for like a day and by the end of it, students were saying hi
like I was their new friend. 

 and I taught som Japanese, and reviewed American history, and felt like, for a brief moment, I made a difference in their lives. I think, weirdly enough, one of the things I love about being a substitute is this idea that I can just shake it off, for this one day, I can do things whole-heartedly. It's a hard thing to think of.

Well, going to a new school, tackling something new is always kind of fun and sort of revitalizing, because it's a chance to make a new impression all over again. I love to teach, but

Pubslush Campaign Starts Today...

...And so begins my foray into the world of sales.

Wish me luck!

Link: http://pubslush.com/project/3347

Pubslush Campaign: How to Donate

On Wednesday, October 1st, I begin my Pubslush campaign to raise money (I hope) to self-publish my first novel, THE CHANGELINGS. This is a first for me in every sense of the word, but I hope to do my best and learn from the experience.

What is Pubslush?

Pubslush is an online website that helps writers raise money for their projects. It works by crowdfunding: many friends and strangers pledge small donations that add up. In exchange, I offer prizes as small tokens of my appreciation.

When you pledge, you don't actually pay until my campaign has reached its minimum goal of $500. If I don't reach $500, you don't pay at all--because I don't get any money. :( Nor do you get prizes. Instead, we just shrug our shoulders, sigh, and go on with our lives.

Coming January 2, 2015

Why do you need to fundraise?

I'm excited to be self-publishing my first novel, THE CHANGELINGS, which means I have more control over my work and get a higher percentage of royalties. Although technology has brought down the cost, it's still expensive. For example, did you know ISBNs (that little number/ barcode that identifies the book), cost either $125 for one or $300 for ten. It also cost money to register as your own press, pay for your own cover art and editing, and advertise the book. As a substitute teacher, money is tight, so I'm hoping fundraising will help offset some of the start-up costs to publishing.

What are the prizes and when do I get them?

For prizes I have signed bookmarks of THE CHANGELINGS ($5), a homemade hand-stamped card ($10), a Kindle version of my book ($25), set of 4 cards plus the Kindle version of the book ($50), and your name in the Acknowledgement Page of my book ($100). There may also be a bonus prize in the middle of the campaign--I'm still working it out.

Prizes!

If the campaign is successful, you should get the cards, bookmarks, and bonus prizes sometime in November. Anything related to THE CHANGELINGS will arrive early in January.

Can I still help if I'm broke?

Yes. You can get the word out to anyone interested or become a fan of the project simply by clicking the orange flag. I'll be grateful for any and all support!

How to Contribute

Step 1: Create An Account

Go to pubslush.com and either sign in through Facebook or use your email and create a password. It should only take a minute. (Sidenote: Some browsers work better than others. Mozilla Firefox works well for me.)

Step 2: Find My Campaign

You can click on this link: https://pubslush.com/project/3347and it should pop up.

If that fails, hit the "Discover" button at the top of the page. You will see a magnifying glass icon and a search button. You can type in either my name: "Rebecca Lang" or my title: "THE CHANGELINGS" and it should pop up at the bottom of the screen. Press on it and you can go on your merry way.

Step 3: Pledge Your Support

You have two options here.

Option #1: You can hit the "Support this Project" button. Another screen will pop up. You can then hit the reward you want, pledging the amount listed, or type in a different amount you would like to donate. Please note, if you do not click on the reward button, you will not get the reward!

Option #2: You can scroll down and click on the reward you want. You will automatically pledge that amount and be registered for that reward.

Step 4: Send Me a Note

This is optional, but I'd love to hear from you. 

Also, if there's a particular card you want (shown here), please let me know. Supplies are limited, but if you give me your top 3, I will do my best to accommodate you.

Step 5: Put in Credit Card Information

They'll ask you for name, card number, expiration, CVC, and billing zip code. Transactions are handled through a 3rd party and should be safe. You do have the option of canceling any time before the

Step 6: Tell Your Friends

Hopefully, together we can raise at least $500, so that I can keep the money and you can reap the rewards! :)

If you have any questions or run into any trouble, please email me at Reddragonfly1285@yahoo.com and let me know. I will do my best to answer them/ fix it.

Card Types

Having gone through how I make cards, I wanted to show you the kinds of cards I have available. Often as I create them, my writing instincts kick in and I think of little stories to go with them. I hope you don't mind if I share the stories with you.

You can take home a one-of-a-kind card with a $10 donation on Pubslush, starting October 1st. You will also get a bookmark and a signed thank you. All proceeds will go toward the publication of my first novel, THE CHANGELINGS. For more information about my campaign, go here.

Splashing Dolphin

A lighthouse stands on a rock in the middle of the ocean, while dolphins splash joyfully around it. This card reminds me of summer.

Splashing Dolphin

I used spiraled paper to represent the waves, a dotted block of gray to represent the rock, and embossed "Life is Beautiful" on a sunshine yellow square.

Cards Remaining: 7

Dragon

A sinuous dragon with the Chinese characters for "Love," "Thanks," and "Happiness" embossed underneath it.

Dragon

I chose a very fragile Japanese paper to go underneath, but I realized it needed something else, and the only thing that seemed to work with it was a Medieval pattern. So my dragon has a bit of Western influence. The card is actually lime green and not the yellow my camera picked up.

Cards Remaining: 5

Hummingbird: Gold Crown

A brilliant green-jeweled hummingbird in a sunny circle embellished with gold crown decal and spots of glitter.

Hummingbird: Gold Crown

Originally, I was trying to use up these bright sparkly pink cards without making it nauseatingly girly. So I added the blue paper and gold decals. For some reason, I think the card had a bit of an Indian feel to it.

Cards Remaining: 3

Hummingbird: Green Vine

The blue-green humming bird hovers in a palace vine trellis, sipping the nectar of a single violet Morning Glory.

Hummingbird: Green Vine

This is my personal favorite of the hummingbird, as I like the different plays of greens and pinks. I used green decal, peach flower cutouts, and pops of glitter to suggest that the garden is just outside a jeweled palace.

Cards Remaining: 2

Other Hummingbirds Remaining: 3

Japanese Girl: Harvest Festival

A Japanese girl in a lavender kimono stands in the rice fields as the last dragonflies of autumn flit around her.

Japanese Girl: Harvest Festival

My friend gave me this beautiful crimson Japanese paper, and I just couldn't find a good opportunity to use it until now. I think of the girl as living in a tiny village, all dressed up to celebrate the annual rice harvest.

Cards Remaining: 3

Japanese Girl: Culture Day

A happy girl in a turquoise kimono stands in front of a wall of painted blocks while an embossed "Life is Beautiful" floats in the sky.

Japanese Girl: Culture Day

Originally, I wanted this to be my "spring" girl to contrast with my "fall" girl, but as I chose the patterns it began to seem more like she was the "city" girl to contrast with the "country" girl. Her school is decorated with her class paintings and she's all dressed up to show her parents.

Cards Remaining: 2

Japanese Woman: Night

A beauty paler than the jealous moon runs across the night with a glowing lantern in her hand. What ghostly apparition will she encounter?

Japanese Woman: Night

All my choices here were meant to give the impression of a Japanese scroll painting depicting some fantastic fairy tale or ghost story. The brown textured card reminded me of the scroll, the dark Japanese paper reminded me of night, the pop of glitter reminded me of stars. I intentionally kept it simple to go with the Japanese aesthetic.

Cards Remaining: 5

Japanese Woman: Day

A beautiful woman crosses into a cool bamboo forest in the heat of the day when something catches her eye. It's the flower of happiness.

Japanese Woman: Day

This was also meant to depict a fairy tale, this one taking place in the daytime, which is why her lantern isn't lit. I wanted it to have an abstract feel, so I used a plain gold circle to represent the sun, orange Japanese paper for sunlight, and strips of printed paper for the forest.

Cards Remaining: 4

Mountain Wolf

A lone red wolf stands outside its mountain home.

Mountain Wolf

This was my first time working with the wolf stamp. I hate coloring with just grays, so I decided to make it a red wolf. Then I googled a red wolf, so I'd know how to color it. I used crack peach paper and soft blue swirls to extend the ground and sky and braided some ribbon into a decal for texture. I thought it came out pretty good.

Cards Remaining: 3

My Card-Making Process

Many of you know I've wanted to be a writer for years and years (since 6th grade!), but what you may not know is that I've spent just as many years on my hobby of card-making. For over 17 years, I've been honing these two crafts, and I think I've gotten pretty good at both.

My cards

Normally these cards take so much time and effort, I only give them out to friends and family for special occasions. But for a limited time, in order to raise funds for the publication of my novel THE CHANGELINGS, I'll be giving them away with a $10 pledge on Pubslush, starting this Wednesday, October 1st. This also includes a bookmark and signed thank you. For more information on my campaign, please go here.

So how do I make cards? Well, let me tell you a little bit about my process.

Step 1: Choose a Stamp

I use wooden stamps, a dry black ink, and white card paper for my stamps. These supplies can be bought at any craft store or online.

This hummingbird stamp is one of my favorites

When choosing a stamp, I consider the amount of white space in the stamp, because I like to color and you can't do it if the whole thing turns out black. I despise having to solely color with black, browns, and grays, so I look for designs that allow me to play with color, like this hummingbird.

Step 2: Color and Cut

Now comes the most time consuming part of the process: coloring and cutting the designs, which can take upwards of an hour, depending on how big and involving the stamp is.

For the most part, I use plain old Crayola colored pencils, the kind that come in a box of 50, supplemented with some metallic pencils (also Crayola, but harder to find) and a couple really expensive dollar-per-pencil colored pencils I got for Christmas one year.

Tools of the trade

The secret to vibrant colors? First, I trace over every major line with a darker, complimentary color. (For skin, I usually use mahogany and peach.) You might not notice it at a glance, but trust me, it makes all the difference. The second trick is simple: color really hard! 

My goal is to annihilate any white space (unless the white is intentional, like with snow) I see. After coloring inside the lines, I might even color around the outside of the stamp (typically with yellow), so that when I cut it out, you can't see the white paper I used. It also makes the stamp stand glow.

Step 3: Choose Paper and Accompaniments

If you get the nice stuff, this can get expensive fast, so I usually shop during sales and keep every scrap of paper. I was lucky that my aunt has a craft room stuffed with pretty papers, stickers, ribbons, cutters, and embossers, which she lets me use for free.

Pretty paper and glitter

 I buy cards in big stacks of 80 for $20, or about a quarter a pop. The problem is you may end up with colors you don't want (pinks and yellows, in my case), so you have to play around with other scraps of papers and hope you come across a combination that strikes you. This part is full of improv and discovery.

Aside from the paper, I also break out other accessories, such a ribbons, cutouts, and glitter. I look for things that give texture and a pop of sparkle. I also typically stamp and emboss words, "Life is Beautiful" being my favorite.

In general, my supplies run out quick, which is part of the reason my cards never quite look the same. Whether I want to or not, I have to start all over again with the next set of cards I make.

Step 4: Arrange and Glue

Typically, I just use glue sticks for the paper, although I do have stronger stuff for pieces of fabric, ribbons, and delicate pieces of paper. Most of my stamped stuff gets foam mounting dots to raise it slightly and give it that extra pop. Then I apply glitter and wait for it to dry.

Final Product

 And there you have it: a beautiful card. On average, it takes me two hours of concentrated effort to complete the card, which doesn't include shopping for the supplies or cleaning up the incredible mess. 

Word of warning: Do not go into the craft room! It's a war zone!

Is Card Making Right for You?

The good news is that card-making can be fairly cheap to start. All you need is one or two really special wooden stamps, a black stamp pad, some white card stock, blank cards, a couple of choice papers, and leftover school supplies. A canny shopper could probably scrounge up these supplies for $20 or less.

For me card-making is a good way to relax. I usually pop in an old movie and listen to it as I color. Card-making favors hoarders with a creative streak, who may spend years coming up with a nice collection of stamps, scraps, and decorative items. Sure, you can buy pre-made sets, but that adds up and (in my opinion) it's not nearly as fun.

As you get better, you may want to invest in some nice stamping equipment. The number one special effect I use is my embosser, which means a special embossing ink pad, embossing powder (gold and silver are the best), and a heat gun. People who can't stand crooked edges may also want to invest in a good paper cutter. There are all sorts of cool card-making accessories available, but it adds up, so buy wisely.