I tease you no longer! Today I'll tell you all about my experience with Shannon Aviles. I'll do Christine Feehan next. (Both were speakers at Saturday's TARA chapter meeting.) Shannon's topic was literary Viral Marketing.
Since I plan to answer any questions you ask me in the comments, I'm going to set up the post in Q&A format so you can easily find the topics most relevant to you.
Who is Shannon Aviles?
She's fun, she's funny, she's intelligent. Her initial career path--well, her initial career path is varied, so let's skip forward to the bit you'll like best. Before Shannon started doing her thing for romance authors, she did it for Disney. Disney! Shannon knows her stuff.
What does Shannon Aviles do?
Although she is most known for being a publicist, she considers herself a multi-media specialist. Meaning, she does more tricks and wears more hats than your average publicist. She promotes your book(s), she promotes your brand, and she promotes you. Shannon has a team of people to help her research, implement, and test advertising campaigns and best practices. She has years of marketing experience. Anyone you hire to help should have these qualities, too.
Can I do this myself?
Yes and no. I day-job as a web developer, right? Well, anybody can make a web site (in the same way that anybody can write a book) but NOT everybody will be good at it or do a professional job. Same goes for promotion. Yes, you can and should do self-promotion. But when it comes time to rocket your career forward, if you don't have the real-world skills/experience, consider hiring a professional.
Does hiring a publicist cost money?
Um, yes. Remember, writing is a business. That means you are a businessperson. And business people have to (let's say the cliche together because it's true) spend money to make money. What brand of shoes are you wearing? What brand of computer are you using? Chances are good that advertising is why you even know these things exist. Same goes for you. Reader can't buy your book if reader's never heard of your book--or you.
When should I hire someone like Shannon?
You do not need a publicist until you have a product (ie: book) for her to promote. You may even wish to have several under your belt before you take that leap. That said, hiring a publicist (or multi-media specialist) can nudge you from unknown to known, from known to mid-list, from mid-list to best-selling, from best-selling to rock star.
If I hire a publicist, will I be a NYT #1 best-selling author?
Maybe so, maybe never. Nobody can guarantee that. Many variables come into play, such as publishing house support, author involvement, and market reaction to the quality, genre, and subject matter of the book itself. Author involvement is up to you, and you (or your agent) may be able to negotiate publishing house support in your contract. Although you do determine the genre, subject matter, and quality of writing, market reaction is that X factor that we all wish we could predict/control.
Any general points I shouldn't overlook?
Being a small business owner who designs graphics, creates web sites, develops internet solutions such as shopping carts and interactive, database-driven applications, I've been around the block when it comes to promoting yourself online. Below are some topics Shannon talked about that relate to my day job. If you have questions about any of these, you may get my professional opinion in addition to what Shannon said.
- Have a Web Site (published or not: this means you)
- If you have the time, start/join a blog
- If you have the time, start a newsletter
- If you have audio &/or video material, try a podcast
- If you have the budget, make a book trailer/teaser
- If you have the time, promo at relevant conferences
What about those ah-ha moments you promised?Okay. I deal with viral marketing, blogs, SEO (search engine optimization), logos, branding, etc in my day job. What does Shannon Aviles know that I don't, I wondered. And the answer was, it's not that she knows things I don't, it's that
she thinks of using marketing techniques in a fresh new way. She thinks outside the box, so to speak. And
that's worth its weight in gold.
- Who is your web site for? Answer: Not you.
Make sure there are pages/sections of interest to everyone you'd like to capture. If you're unpublished, maybe that means agents and editors. If you're published, maybe that means readers and aspiring authors.
- Update your content as frequently as possible.
Yes, I knew this already from working on client sites. But am I doing this on my web site? Um, no. Because I was like, hey, I'm an unpub. Who cares? And the answer is, of course nobody will care if you don't give them something to care about. Update often!
- Be budget-conscious.
What's this? A publicist telling you to watch your money? That's right, although there's a difference between being budget-conscious and budgety. You don't have to hire some million dollar graphic artist to create a logo for you. But don't slap it together yourself with cut-and-paste clip art. Take advantage of local colleges or magnet schools where extremely skilled individuals would love to lend their talent for far less money than the big dogs.
- Advertise in relevant places.
Duh, right? Maybe not. Let's say you write a cat mystery. Don't just advertise where mystery readers go. Advertise on cat-lover web sites, radio stations, TV shows, conferences. That's a potentially huge untapped market. When Shannon said this, I immediately thought: Too bad I don't write medievals, 'cause I could promo at Renaissance Fairs--what a huge market!
- Friends don't let friends blog solo.
Got a lonely blog on your web site by yourself? Good for you, but consider starting/joining a blog with other authors, possibly in a well-trafficked blog community. Not only is this easier (perhaps you each pick one day to blog) but you get cross-pollination. A reader comes because she loves Jane Doe's medieval cat mysteries. She sees you write them too and she runs out to sample one for herself. Yay!
Is there one single thought you'd like me to take away?YES. Here's the biggest thing of all, something I wish Shannon would write in to RWA or post a full page color ad in the RWR.
Shannon Aviles says: **
"Romance authors are not competing with each other. They've got to get that thought out of their heads and start working together. Any given author's sale/promotion can only help. Jane Doe's success in no way impacts yours, except positively. Readers go to the checkout counter with multiple books, not just one. They talk about them. They borrow them. They share them. Any author's success brings more readers/interest to the romance genre. If you see a promo, a new sale, a new author, don't be jealous. Rejoice! Their success paves the way for you."** paraphrased, of course.