Marketing firms, economics departments in universities, and many high-end retailers spend a lot of time thinking about how to build brand loyalty. As I researched this piece, I found articles that promised 11 ways to build brand loyalty! 15 ways to build brand loyalty! 5 ways to build brand loyalty! And so on. Most of these ways are completely different from each other, and have little to do with each. Most of the people writing about brand loyalty online are doing so to get you to hire them to build your brand. Ignore all that. I’m going to.
Instead, I’m going to focus on a few ways that show up in all of the articles, and then I’ll tailor those ways to writers.
Brand loyalty—name loyalty—is something that we writers desire, but it’s not something that we can simply will into being. And it certainly doesn’t come about by bribing your reader.
The publishing industry has been shifting since 2009. Indie publishing has become a force since 2011 or so. At first, we writers made our work available, but the things that worked six years ago don’t work now. The problem is that the marketing gurus for writers are just other writers with an okay idea. As I’ve said all along, we writers must accept that we’re […]
I love this blog. I love it because you readers make it so much better with your questions and comments. Last week, I wrote about the early stages of building a brand. In that post is something that seems pretty straightforward to me—define your target audience. Some of you remarked in the email and the comments that you’ve been struggling with this one thing […]
When I do marketing posts, they tend to freak my loyal readers out. Sometimes, the posts freak me out too. What writers want from marketing blogs are simple suggestions that boil down to this: Do x, y, and z, and you’ll get these fantastic results! Only it doesn’t work that way. Or rather, it doesn’t work that way for everyone. I’m writing this on Sunday, […]
I’ve been talking to myself lately. Actually, I’ve been talking back to podcasts, vlogs, and emails. Ever since I said I would be doing a series on branding, I’ve gotten links to great branding tips. (Please, keep them coming.) Every single link I received that dealt with branding from a writer’s perspective talked about cover branding. Lots of great information in each and every one […]
Over the weekend, I headed to traditional publishers’ websites and look at their paranormal romance covers only to discover…that the damn books are branded like urban fantasy or like an E.L. James knockoff or like a cookbook or travelogue. All of this points out a huge problem in the paranormal romance genre. There’s nothing that screams modern paranormal romance. Believe me when I tell you that readers look for such things.
This week, Hugh Howey put a funny post on his website. Titled “One-Man Operation,” Hugh’s post profiles—if you want to call it that—the man who runs Nautilis Publishing in Taiwan. Nautilis publishes Hugh, and according to the post, has existed since 2010, and has done two books per year. They’re always bestsellers. Hugh says his book has sold 50,000 copies in Taiwan alone. Apparently, the […]