contributed

Today’s post is by Brian Feinblum, chief marketing officer at Planned Television Arts, who has been promoting and marketing authors since 1989. Brian blogs at Book Marketing Buzz Blog.

On a recent trip to the Mohegan Sun casino, it occurred to me that many similarities exist in one’s approach to gambling and book publicity. I’ve working in this field for over two decades, and I’m constantly drawing mental parallels between promoting books and the other areas of my life. But this gambling connection proved particularly fruitful, so I put together a few truths that are just as applicable to your campaign as they are in the casino.

1.   Don’t bet what you can’t afford to lose. Lesson: Invest your time and resources to support your book, but don’t mortgage your house or quit your day job to do so.

2.   Never put all of your chips on one bet. Lesson: Don’t pin your hopes and dreams on one particular media outlet. Go after big, medium, and small wins. They all add up.

3.   Diversify your efforts and play more than one type of game. Lesson: Don’t focus all of your efforts solely on blogging or TV interviews. Instead, approach a number of media, both local and national—radio, print, radio, and online.

4.   Be aware that the odds are not stacked in your favor. Despite that, the only way to win it is to be in it. Lesson: You need to catch a lucky break, and it can only happen when you get off the sidelines and play the game.

5.   Look before you leap. Watch the betting strategies of others before you play. Lesson: Observe the campaigns that result in the big successes, learn, and then live it.

6.   Don’t bet on something you don’t understand or feel comfortable with. Lesson: Only market and promote in a way you feel secure in; otherwise, hire a professional or avoid it.

7.   Enjoy the win. Celebrate! Lesson: When you do experience success in your PR and marketing efforts, celebrate it and value the moment.

8.   Play the hot hand. Lesson: It may be luck or skill or being in the right place at the right time, but whatever it is, keep doing what works until it doesn’t.

9.   Take a risk—the reward can be huge. Some bet on the long shot knowing that if they win, they’ll get a huge payoff. Lesson: Take a chance on the long shots publicity opportunities—the big-name holy grails of book promotion—and enjoy the reward if it comes through.

10.  Know when to walk away. In gambling, the more time spent betting, the more likely you’ll lose. In marketing and PR, the opposite is true—you need to keep at it to have a chance at success. Lesson: In either scenario, assess where you’re at regularly and know when it’s time to call it quits.

In case you were wondering: I won fifty bucks at the Mohegan Sun’s roulette wheel—after being down $250. I got to walk away feeling like a winner.

It’s an unfortunate reality that writers are often targeted by scammers and other creeps. They come at us from all directions, finding us at conferences, slithering through our emails, and sneaking into our social media feed. As a writer you need to protect yourself.

Education is your best weapon.

It’s so important that you constantly educate yourself on the industry, who the players are, and what scams are currently in play, and this blog attempts to be part of that education process. With that in mind here are a couple of scams and traps that are popular now, followed by a few more tips to help you protect yourself (and your wallet).

Scam 1: Twitter Spam

Even after a mass outcry by the writing and publishing community, Twitter spam targeting writers still runs rampant. Tweets saying “Writers needed” or “Get Paid to Write” appear with a hyperlink to a shady website. Twitter does a great job of taking them down once you report them. Should you get this kind of spam, report it immediately to twitter by following their reporting guidelines.

Scam 2: Fake Publishers

Another thing you need to watch out for are “publishers” who send you an email, tweet, or mail advertisement saying they are looking for writers. These publishers convince writers to spend thousands of dollars to produce poor quality books that will never see a bookstore shelf. Not all “pay to play” publishers are scammers though. You can pay to be published by a credible indie house--just take note of the quality of the books, the number of awards they have won, and whether or not their titles are distributed to retail chains. Before you fork over the dough, look for the following things:

1. What is the publisher’s reputation like within the industry? Look at what places like Writers Digest, Writer Beware, Galley Cat, and Publishers Weekly say about them.
2. Do they belong to any reputable organizations? There are several organizations for publishers to join including SPAN, SPAWN, and IBPA.
3. What does their author roster look like? You should be looking at a publisher who represents your genre, and thus you should recognize the names of the authors or the titles of their books.
4. What does their distribution and marketing package look like? This is especially important if you’re goal is to see your book in Barnes & Noble. You need to make sure that the publisher has a reputable distributor with a history of getting books into retail chains. There are many vanity presses whose books would never make it into B&N because the quality of design and editorial is poor and because the design does not include key elements such as a standard trim size, ISBN, and title on the spine. You also want a publisher who will at the very least market your book to the trade through Shelf Talker, Library Journal, Ingram and other outlets.

Scam 3: Fake Editors/Book Doctors

Writing is a laborious process, and if you find yourself piling up rejection letters you may consider hiring an editor or book doctor to help you. Of course, that has opened up another realm for unqualified “professionals” to siphon money and energy from aspiring writers. When looking for a professional to help you with your book, you need to ask the following questions:

1. Do they have a relevant degree? Editing is a specialized field. As such the editor should have a degree in journalism, English, literature or some variation of those.
2. Do they have experience in the publishing industry? Freelance editors should pay their dues and get real world experience before soliciting writers. How can they know what publishers want and what sells if they haven’t ever worked in the industry?
3. Do they have references? You should be able to talk to past clients to see how their working relationship is and what effect their guidance had on the writer’s project.

A real editor also will NEVER guarantee that you will get published or that our book will be a bestseller. There are so many factors affecting both that it is impossible to make such guarantees. Anyone who says they can is playing with you. Run away!

Of course, as fast as we identify scams a new one pops up. Here are a few more tips to help you protect yourself:

1. Always get the opinion of a lawyer before you sign any contract. There are plenty of law offices that offer low, flat-fee contract evaluations. Yes you may have to spend a little money but its much better than getting your bank account and your favorite project tied up with a dirty deal.
2. Get connected! Networking with other writers is a great way not only to find out about current scams, but to get referrals for quality products and services.
3. Take a class (or twenty). Writer’s Leagues, Writer’s Digest, Media Bistro, and other outlets offer reputable classes on many aspects of writing and publishing. Arm yourself with first-hand knowledge from industry pros.

Above all, follow your gut. If something feels off it probably is. If it sounds too good to be true, it most likely is not true. If you’re not sure, get a second opinion, but never rush into anything. It’s your money and your creative future on the line.

Shennandoah Diaz is the President of Brass Knuckles Media, an uncensored PR & Marketing firm catering to creatives and the avant garde. Passionate about education, Diaz empowers creatives by sharing articles and teaching workshops on marketing, social media, and publishing. Learn more at www.brassknucklesmedia.com or at www.shennandoahdiaz.com.

When it comes to building a brand as an author, there is one asset that can’t be measured in dollars: brand equity. The power that comes from building a personal brand that dovetails seamlessly with the book releases can turn perception into profits. While there is no single secret to success when it comes to building a brand as an author, here are ten New Year’s resolutions that you can make in 2011 to strengthen your own personal brand:

1. BE COURAGEOUS, OFTEN

Take bold steps to stand out from the crowd. Reflect on 2010 and look at what you did well, and what you could have been different. Take courageous steps to help your brand stand out in 2011.

2. REVISIT AND REFINE YOUR PURPOSE

Take the time to look back at your mission and vision and ask if you were living it in 2010. Look for places to bring it to life with your team and explore whether you need to refine it. Remember: the words aren't set in stone. If they're not resonating, rewrite and revise!

3. SHUT UP AND LISTEN

There's a lot to learn if you just take the time to listen. Make sure you ask your team for feedback, ideas and suggestions. Listen to your consumers and pay attention to research. Listen to what they have to say and act on what you've heard. Honest, unfiltered feedback is fuel for change.

4. FIND AN ENEMY

An enemy gives you and your team something to push against–something to challenge. An enemy inspires passion!  This year, define a clear enemy and rally your team. It could be a competitor, a trend or an element of your internal culture. No matter what it is, create a plan to beat it, share the mission with your team and go forth!

5. STRETCH AND SET SOME BIG GOALS

Set at least one wild and audacious goal for 2011–something you've never tried before. Outline the goal, share it with your team and challenge them to play their part in achieving it. Just don't forget to celebrate the small victories and successes on the journey.

6. BUILD A PASSIONATE AND ENGAGED TEAM

Your most valuable resource is your people. This year, weed out those who don't contribute and aren't engaged. Replace them with active, passionate and energized people who will make a true difference to the rest of your team and your brand.

7. INJECT FUN INTO THE EVERYDAY

One of the best motivators for your team is a great work environment. This year, start doing small things that make your employees happy. A monthly massage for a those who have put in extra hours or a weekly pot-luck for the team. Small gestures or events can make a big difference. And the benefits won't just stop with your team - they will show through everything that your brand does. Happy people equals happy brand.

8. PLAN FOR LEARNING

This year, make a commitment and ensure your company is continually learning and is inspired by the word at large. Create a program that allows your team to take classes. Host a "learning lunch" monthly with guest speakers. Injecting new thinking into your organization will energize your team and, ultimately, benefit your brand.

9. MAKE FRIENDS WITH OTHER BRANDS

Partner brands can be your best ally–whether they're in your space or not. This year, chart a "circle of love," identifying brands with similar values that you'd like to partner with in 2011. Set one member of your team with a potential relationship and have them explore how to collaborate. You'll be surprised by the results, even just the initial conversations you'll have about your own brand.

10. SAY THANK YOU AND SHOW THAT YOU REALLY MEAN IT

And, lastly, do what your mother told you! Thanking people goes a long way to creating valued and appreciated fans–internally and externally. This year, find new ways to show you appreciate your team, your customers and your partners, in ways that truly make a difference in their lives. You'll be surprised and delighted by the results.

Shawn Parr is the CEO of Bulldog Drummond, a design and innovation consultancy headquartered in San Diego whose clients include Starbucks, Pepsi, Jack in the Box, Adidas, MTV, Nestle, Pinkberry, Virgin, Disney, Nike and American Eagle Outfitters.

This post is part of the Guest Post Giveaway at the blog Unready and Willing. If you think articles about writing or personal development (or personal development for writers) sounds like a good fit for your blog, please take a look at the Guest Post Giveaway page and see if any of the articles spark your interest.

Continuing where Part II left off:

1.    Build Your Brand - Your personal brand is the combination of you and your product. You must establish your mission and identity as a writer, and this should be reflected by the writing that you produce.
2.    Make Connections - Marketing is all about making connections. It's not just about making connections with the right people, but also making connections with the wrong people who know the right people.
3.    Build Relationships- You must make strangers into acquaintances and acquaintances into friends. You must build trust and affinity with your personal brand.

Build Relationships

How many of your good friends would say no if you asked them to read your writing? Probably not many. Even if you write science fiction novels and your friend isn't a science fiction fan, they'll still probably read it. To be a successful marketer you must not only make connections but you must also make friends. Although you might make a "miracle connection" with a magazine publisher or a book-reviewer, connections with these people mean nothing until they come to trust you and see you as a friend.

Not only must you must turn strangers into friends but you have to make sure your friends stay your friends. Many millions of marketing dollars are not spent on promoting new brands, but keeping people loyal to old brands. The reason for this is because it costs less to keep a customer than to make a new one. If you have loyal and devoted readers, it's very important that they stay devoted. Your loyal readers are the most important marketing tool you have as they're the most likely to talk about and recommend your work. It's important to keep these readers happy because you want to keep them talking and keep them recommending. In the end, word-of-mouth advertising will always reign supreme.

For the purposes of marketing your writing, there are three levels of relationship. They are the unfamiliar, the acquainted, and the fans. It's our job to turn the unfamiliar into the acquainted and the acquainted into our fans.

From the Unfamiliar to the Acquainted

No matter how good your writing might be, it's very unlikely that you'll get it published in the New Yorker when people are unfamiliar with your work. Even if you have somehow managed to get the email address of one of the editors, if your name is unknown to him or her your message will likely go straight to the trash unopened.

The key to getting out of the stranger zone is to break people's preoccupation. When people are unfamiliar with you, they're always thinking about something or someone else. When people go into bookstores to browse, they'll often be looking for books from their favorite authors or about some particular subject that interests them. None of them will be looking for your book unless they've heard about you from somewhere. Sometimes if you have an attractive cover or an intriguing title you might break someone's preoccupation and make them want to leaf through the book and read the blurb on the back. Even if the book seemed interesting there's a high chance that the reader won't buy it, as he or she is not familiar enough with you or your brand. What the reader has done however, is to become acquainted with you.

Now that they're acquainted with you, they're much more likely to click on a website link with your name on it, or even read one of your short stories or essays. The more they expose themselves to your brand, and the more that your brand resonates with them as a reader, it's only a matter of time before they put your writing on their "to read list." The more the reader sees, hears or reads about you the higher your book goes toward the top of that list.

Breaking the unfamiliarity barrier in publishing is also important. In order for more and more publishers to become acquainted with your work you have to get published more. This sounds like a Catch-22 but it really isn't. What you must do is endeavor to get published in less popular magazines and work your way up. If you publish 10 articles or stories in second tier magazines, you're much more likely to be noticed by a first tier magazine like the New Yorker.

Another way to break people's preoccupation and establish acquaintance is to give out free stuff. "Free" is one of the most magical words in the English language. Just by saying the words "It's free," you're bound to make people turn their heads and listen to what you have to say. One of the big benefits I get from writing free high-value articles is increased web traffic. The higher my traffic, the more people know me and my brand. The more people know me, the easier it becomes for me to sell and market my writing.

Creating free content on the web is certainly not the only way to give out free stuff. You could send free copies of your books to editors who might review it in their magazine. You could write guest articles on popular blogs without charge. If you write a science fiction book, you could hand out free copies of it at a comic book convention. Giving away free stuff in a targeted manner can be very effective in raising awareness of you and your writing.

From the Acquainted to the Fan

In the end your job is to get your writing to the top of people's reading lists and keep it at the top. You must expand your fanbase. Fans are the people who can't wait until your next book comes out. When you have a fan you don't have to sell your writing any more--people simply buy. Fans have come to know and love your writing and won't hesitate to read whatever you're coming out with next.

In order to turn those who are acquainted with your work into fans it's essential that you follow these two rules:

1. Sharpen your best tools - One of the most valuable questions you can ever ask is: "How did you hear about me?" If someone out of the blue sends you an email from Nowhereville USA saying how much they liked your work, ask them how they found out about you. Whatever the source was, be sure to leverage it. If it happened to have been through a radio interview you better make sure you do more radio interviews. If it was through your website you better do what you can to improve and add more content to your site. Send small gifts (a free copy of your novel perhaps) to both the person who wrote you the letter and whoever referred your work to the person that wrote the letter. If you do this, you can be sure these people will be talking about you for a long time.
2. Repeat exposure - Whoever said familiarity breeds contempt didn't know what they were talking about. In reality, familiarity breeds trust and goodwill. Because of this it's better to write five guest blog articles on one site than one article each on five different sites. If one of your marketing channels have proven to work, don't let up just because you're seeing results. Become a fixture. The more your name appears in the same places, the more curious people will be about it. Eventually, this curiosity will translate into a wider readership. Be sure to saturate your niches with more and more of your work. The niche might be super-small, but if you gain the respect and trust from the people in that niche, your reputation is bound to spill over into larger interest groups.

Keep the Fans Happy

It doesn't matter if your fanbase is a hundred people or a million people. Your fans are the greatest word-of-mouth asset that you have, and you have to keep them reading.

In essence, you want to be as nice as you possibly can to your best readers. You want to create a dialogue with them. To keep in touch with them. You must leverage the goodwill that your readers have for you and turn it into more goodwill. Stay in touch with your readers. Write them, email them. Let them participate in free seminars or webinars. Give them a chance to ask questions about you and your work. Ask them about what they like most in your writing. When they tell you whatever that is, make sure you have more of it in what you write next.

Your most loyal readers have have given you their trust, and it's important that you return their trust with behavior that makes yourself worthy of it. Do what you can to give back. If someone subscribes to your e-zine, reciprocate by sending them a short story that won't be published for a week. If someone buys your book, include a password protected weblink to the first top secret chapter of your next book. Not only are you giving them free stuff, which increases goodwill, but you're also giving readers a sense that they're "a part of your posse," and that you trust them as a friend.

More, More and More

Although marketing your writing is essential if you want to have a wide readership, the best marketing in the world won't help if you have a poor product. It's important that you spend the bulk of your time producing quality writing.

Quantity, however, is also important. The more products any business introduces into the market, the bigger chance that one of them is going to be a hit. Although it certainly helps to write what you think will sell, the nature of people's tastes and preferences are so unpredictable that we often won't have any idea which one of our stories will take off. It's very common among writers to be surprised about the success of one of their stories or essays that they felt was a weaker example of their work.

More writing means more chances for exposure, more chances that people will like what you're writing about and more chances that you'll have a hit. Simply having more: more quality, more often, can be the best marketing strategy.

Kenji Crosland is a creative writing major who, scared of becoming a starving artist, became a corporate headhunter in Tokyo. Since then he's regained his sanity, quit his job, and now blogs about creating an ideal career at unreadyandwilling.com. He is also developing a web application that just might change the internet. Follow him on Twitter: @KenjiCrosland.