In last week’s post, I talked about the sense of urgency in publishing. I suggest you read the post, because it’s important for all of us. We need to understand how, in the world of entertainment, the producers of content have lost control of the sense of urgency, and how that sense of urgency has moved to the consumers of content. Read the post, please, […]
Because of a crush of work and deadlines, I got so laughably behind on my “current” reading that I am only now digging through it. Compounding the problem is that when I moved all of my back issues of “current” paper magazines (yes, I’m the last person on the planet who reads paper magazine; that bother you?), they got horribly, terribly, awfully out of order. […]
When this pandemic got underway, I filled my Twitter feed with information from actual doctors. I now follow many of them, who explain some things that I need to understand, send me down the rabbit hole of links on therapeutics and vaccines and other lovely science things, and generally keep me sane. The morning I sat down to write this post, one of the doctors, […]
When a writer dies, usually one of three things happens to her writing estate: It goes dormant. This is the most common thing. Most heirs have no idea how to deal with the mass of writing and published materials left over. The heirs might noodle with it for a while, but after that, they’ll accidentally or maybe even purposely forget about it. It gets subsumed […]
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 […]
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….
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 […]
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.
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.