Here’s the surprising post. Many of you who read this blog regularly probably think that I’m opposed to major marketing campaigns. I’m not. I’m opposed to them when they’re done incorrectly. What’s incorrectly? Pretty much everything you see from traditional publishing to most indies. You have to look outside of publishing to see how to do a smart, aggressive growth campaign designed to grow […]
Business Musings: Expand Your Target Audience 2: Slow Growth (Branding/Discoverability)
Writers always believe that they can become a bestseller if they only goose their sales properly. I actually had a brand-new writer scream at me once about this very thing. Back in the early days of Amazon’s Kindle, she had “sold” 50,000 copies of her only novel by giving it away for free. “I’ll take my 50,000 sales over your sales any day,” she […]
Business Musings: How To Expand Your Target Audience 1: Choices (Branding/Discoverability)
Most writers—most businesses, in fact—believe that they must actively grow their audience. And that belief is a mistake.
In your writing business, as in all business, there is no one-size-fits-all model. That goes to everything from building a business to building a brand. Even if you’re in the same field as someone else, your business is different. What you do with that business is based entirely on your goals for that business.
Um, what? you might ask.
Yep, expanding an audience fits into your business goals, not just into branding. Change happens all the time in business, but growth happens only when a business actively pursues that growth….
Business Musings: How To Build A Brand 2: The Intermediate Stages (Branding/Discoverability)
So when I write these posts, I feel a deep frustration. Because my brand, in almost all of its forms, is extremely messy.
These posts, as I said from the beginning, are for me, writing to myself about all the various things I can do to improve my branding or, in most instances, take control of it.
If I were in the lucky position that most of you indies are in, I could define my Rusch brand from the beginning as something that spans genres, that uses a multitude of styles, that promises quality of a certain type, but never compromises on some things….
Business Musings: Define Your Target Audience: The Intermediate Stages (Branding/Discoverability)
In the past eight or so years since indie publishing took off, writers found that the commodity they lack the most is time. Time to write. Time to research. Time to read. Time to market. We get inundated daily with shoulds and have-tos. Someone is always so much more successful than we are, and they’re successful at something we’ve wanted for a long time. Then […]
Business Musings: Brand Loyalty 2 (Branding/Discoverability)
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.
Business Musings: Brand Loyalty 1 (Branding/Discoverability)
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.
Business Musings: Brand Image (Branding/Discoverability)
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 […]
Business Musings: Brand Identity (Branding/Discoverability)
Brand Identity is how you want customers to perceive your brand. Right now, remember, we’re dealing with building the brand. So you get to think about how you want that brand to be perceived. You need to imagine your target as you develop your brand identity. What do you want your target audience to think about your brand?
Let’s start wide with the overall steps to building a brand identity, and then I’ll refine for writers.
Business Musings: Define Your Target Audience: The Early Stages (Branding/Discoverability)
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 […]
The Author-Preferred Edition of FantasyLife
Get yours now!A Brand New Diving Novel
A New Story in The Diving Universe
Introducing a new major character in the Diving universe, with a standalone story. You can read an excerpt (and order) here.
Sample The Diving Universe…
…with the novella that started it all, Diving Into The Wreck.Neil Clarke’s latest, Final Frontier. You can read it and lots of other wonderful space opera in
A New Adventure SF Story
Read “Once On The Blue Moon,” along with some other wonderful fiction in Jonathan Strahan’s newest Infinity anthology.
A New Mystery Story
Spade and Paladin return in “Unity Con.” Read an excerpt here!
Get Early Copies of the Thursday Business Blog and More!
A New Kris Nelscott Novel
My latest Kris Nelscott novel begins a new series, following the adventures of three strong women as they protect their world, one person at a time. A crime novel set in 1969. Available in ebook, trade paper, hardback, and limited edition. For more information, click here.
Best Mystery Stories of The Year!
“The heroine of Kristine Kathryn Rusch’s ‘Christmas Eve at the Exit’ struggles to make the holiday meaningful for her 10-year-old daughter while the pair are on the run….There isn’t enough Xanax in anyone’s medicine cabinet to calm the jitters these 20 skillful stories will unleash on a worried world.” —Kirkus