All about Marketing

 

 

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You have guessed it, this post is all about marketing…

BUT… not marketing as you may comprehend it from a basic level, which is an amalgamation of advertising and promotion, but marketing from a perspective you may not have realised exists.

Have I got your attention?

I do hope so, because I believe having a clear understanding of this view of marketing can make or break your success as an author.

I once worked in hard-copy magazine publishing and spent many hours discussing marketing with prime agencies like Saatchi & Saatchi, John Walter Thompson (JWT), BDM & BBDO (now combined with Abbott Mead & Vickers I think,) along with media buying services Zenith, Media.com and OMD and PR companies including Ogilvy, Brunswick and Edelman.

ALL the agents I met were looking for that ‘something’ which would take the target audience by storm. They all wanted to make their mark within the industry by having a campaign which would enter media/publishing/broadcasting folklore. I.E, propel them into ‘the big time’.

Now, I am not one to poo-poo or trying to dissuade anyone from wishing to advance their career, far from it, BUT (I always have but’s in my blog posts), these agency agents failed to notice an overriding fact. The most successful agents, many whom now owned or partnered the companies these agents were working for, became successful by constants and continuity, not by a flash in the pan, however big a bang that may make at the time.

It is this same attitude I find when speaking to many business people, including authors, particularly new and/or first time/wannabe writers.

It is irrelevant, regarding the content of this post, if you write the most amazing, perfectly formed tome ever, or you have hastily scribbled a ‘quick’ novella or e-book novelette.

NO one will buy your book… unless they know about it, so you must tell people you have written a book. Doing so is called advertising, which a division of marketing.

Running a Thunderclap or posting about your book on social media is another area of marketing, like sending emails to friends to let them know you have published your book, BUT (another one), these are only the most obvious and basic parts of what marketing covers.

However, what marketing REALLY is, is EVERYTHING that you do.

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Allow me to explain.

Whatever tasks you are working on now, right now, ask yourself this question…  “How does this affect my marketing?”

Ask yourself this question at the beginning, during and at the end of each and every task you undertake in your role as a writer and author. Soon you will begin to understand everything has some form of influence in marketing you and your work to the world.

The way you look and dress in a video or podcast… “How does this affect my marketing?”

The images you post on social media. “How does this affect my marketing?”

Your profile image, “How does this affect my marketing?”

Your comments and replies. “How does this affect my marketing?”

How you look and speak at book fairs and events. “How does this affect my marketing?”

The layout and design of your tables and space. “How does this affect my marketing?”

Where, when and how you advertise and promote. “How does this affect my marketing?”

…… and so on.

You may notice I have not touched on your books covers, content, banners, advertising material design or so on, yet.  

When do you make a paperback or eBook version of that book? “How does this affect my marketing?”

Did you notice I said when? Timing is also critical as an aspect of marketing.

There is an old, but true adage, is say’s, “If you want to sell your [books] you have to sell yourself first.”

Nothing is truer.

Another is, “People buy People”.

I will not argue with that.

These are things we all need to keep in mind. Dale Carnegie should have said, “we have to win friends to influence people.” That saying would sit well in our modern digital world.

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In conclusion, we must create a persona as an author or business person. Much like a fictional character from one of our tales.

This character however should not be fake, but a facet of ourselves, our ‘public image’ one we must nurture and cultivate in absolutely everything we do.

The one of which we ask, “How does this affect my marketing?” in everything you do.

Only by doing so, by becoming aware that marketing means marketing YOURSELF, constantly, consistently and at every opportunity can you play the long game, the strategy which will make you an ongoing constant and not another nonentity looking for that great flash in the pan, the non-existent big bang which will propel you into the big time.

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I could go on and write more. But… (another but) I would like you to consider this content seriously before I delve any deeper into the subject of marketing.

 

Thanks for reading this Rambling, Paul

(“How does this affect my marketing?”)


 

I also write fiction…

Take a peek at my website while you are here, 

http://paulznewpostbox.wixsite.com/paul-white

Documenting your life

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It may seem a strange title for a post, but it is one which reflects much of what our modern society is about.

With the event of digital photography and smartphones, far more of our daily lives are recorded, most often in a haphazard fashion. A jumble of images stored on SD cards, memory sticks and in a long scrolling stream of incoherent, often unconnected messages.

Many vanish when we upgrade our phones or computers, memory cards are lost, external hard drives become corrupt or obsolete. Some files may be stored ‘in the cloud’ or ‘on social media’ at least for now, for the time being, until it all changes once again.

Nothing is secure from loss, deletion, corruption or becoming obsolete. Such is the way of modern technology, such is modern life. A simple power outage can render even the most expensive, cutting edge technological gadget useless, in less than a Nanosecond.

Books, on the other hand, tend to outlast anything else when it comes to keeping their content safe. Libraries, universities, country estate houses and museums, all hold venerable tomes from hundreds of years past. Volumes of information and knowledge that do not need an external, or rechargeable, power source.

This is why you need TOAD Publishing in your life. oie_transparent (5)

TOAD is a specialist publisher, who concentrate their efforts on glossy hardcover books, generally known as ‘Coffee Table’ books.

What is a Coffee Table Book?

 

In theory, you can put any book you like on your coffee table, but not all books inspire conversation. A Coffee Table book is usually an oversized hardcover book. It is designed to be displayed somewhere prominent, often on a sideboard, a visible bookshelf, or maybe a Coffee Table!

These books help to entertain friends, family and guests. They stimulate conversation, allow people to see what the interests of the owner, such as the arts, photography, fashion, style, travel, and family.

They are statement pieces, works of art, decorative and entertaining.

Now TOAD has taken the coffee table book one step further, one step beyond ubiquitous perception.

Enter the Heirloom Book.

 

TOAD create personal, unique books chronicling major events in your life, the moments you like to keep as a memento, to share with family and friends, or preserve as an heirloom.

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They will turn your photos into a glossy wedding album, or a chronicle your pregnancy, childbirth and beyond, to a child’s first birthday. They will document a life project, a holiday and more.

In the past, TOAD has created a record of theatre production, from foundation to the first-night performance and city art students, as they created a street mural for the council arts project.

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These books are not about recording the past, they are about recording your life now, on the present moment, which will soon be the past, a too easily and too often, lost past.

When it comes to documenting your life, do not leave it to the haphazardness of chance, keep your memories safe, keep them in an Heirloom Book from TOAD.

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Heirloom Books, work for businesses too. Document special projects, feature successes stories and special events, like the annual conferences, share them with your suppliers, customers, or staff, in this wonderfully unique way.

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TOAD Heirloom Books enhance the perception of esteem to reception areas, hotel lobbies, waiting rooms, guest rooms, private libraries and, of course, on your coffee table.

Heirloom Books are full colour, unless otherwise specified, glossy, perfect bound, photographic and/or illustrated hardcover publications. The interior layout and covers are designed by our in-house studio, PeeJay Designs and printed by our partners in the Netherlands, from where the books are distributed worldwide.

Put a TOAD on your coffee table?

Ask us to create yours at,  goo.gl/9SzH5O   

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TOAD Publishing, in association with CQ International Publishing.

NOTE: images shown are for illustration purposes only. 

 

Harper Lee has nothing on me! Miriam’s Hex…….the truth behind the story.

It may have taken about fifty years for ‘Go set a Watchman’ to be published, because of Harper Lee’s uncertainties!

It has also taken an awfully long time for ‘Miriam’s Hex to be published too.

This is the story behind the book.

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About four years ago in 2013, while having a household de-clutter I found an old cardboard folder in a box in my loft.

This folder contained many poems I wrote in the late 1970s & 1980s. Many were hand-scribbled, most were type-written, yes I did say type-written. (Using a typewriter.)

In this folder were scribbled notes for use in, or as, ‘possible and potential’ stories; old abandoned writings, half started tales, partial paragraphs and such like. It was a rather eclectic combination of various writings.

I was filled with personal wonderment as I read the sheets of yellowing paper. Here were my thoughts, my emotions, my ideas of a lifetime ago.

Some of the writings and poetry I recalled instantly, others staggered out from the mists of amnesia. I was amused by some, horrified by others; the amateur nature, the naivety, the bad grammar and misspellings.

All, however, transported me back to another time, another world, another life which was connected yet somehow detached from myself. It was like an out-of-body experience, but somehow less direct, less united.

Possibly that is the effect of passing years?

Bunched at the back of this folder was a wad of A4 sheets held together by a rusting paperclip. I started to read, it was an untitled story. A light-hearted black comedy, if it is at all possible, of selfishness, of greed, of impatience and latent curses.

Despite many changes, the crossing-outs and the pencilled notes, the story drew me in. As I read through, small pinpricks of memory began to seep back. This was a story, one of the few I wrote at that time, which had a beginning, a middle and an end of sorts. (Although throughout there were still many threadbare patches).

You see, I first scribbled out a rough draft of a storyline in 1978 according to the dates on the draft. This (first?) draft had no title and no end.

In 1980 I reviewed and re-wrote it, apparently. (I found a few margin notes to confirm this), although I cannot recall doing so. At this time I must have added the final few paragraphs so there was now an ending… of sorts.

It was thirty-five years later, after becoming a professional writer and published author, I rediscovered this early work, first started when I was in my late teens.

At first, I simply returned the manuscript to its folder, the archives if you wish. But something was nagging at me. This stories prmise was pretty good, it was something different, there was originality about it.

So, I pulled the manuscript from the dusty cardboard folder once more and began, letter by letter, word by word, to type it onto the computer, to re-write certain parts, to edit and eventually to complete the story. All the time I was doing the re-write I was conscious of not changing the basic story, not to expand or cut too much. I wanted, I felt I needed to keep the piece as close to the original draft, my teenage life’s draft, as possible to maintain the authenticity and not detract from those (my) original thoughts, while making it readable.

Once I was as happy as I was ever going to be, I gave the work a title for the first time. I called it Miriam’s Hex.

In November 2014, thirty-six years from its conception, I self-published Miriam’s Hex as an eBook.

Which brings this story up to date… almost… because now, right at the beginning of 2018 Miriam’s Hex has been re-edited and the cover slightly altered so it can be one of the amazing and wonderful Electric Eclectic Novelettes.

Electric Eclectic Novelettes are brilliant stories, told by some of the best indie authors in the world. They are designed to give readers looking for their next favourite read or seeking a new author to follow insight into the authors writing style and narration. They are introductory books if you wish.

Check out Miriam’s Hex here and Electric Eclectic here.

Personally, I would love you to read Miriam’s Hex, not only because I am certain you will enjoy it, but because of this, the story behind the story of the book.

I hope it will not only add provenance to Miriam’s Hex but will lend encouragement to all the writers among you who, at times, have doubts and worries about their own works and the time it takes to produce a great story.

Harper Lee…Phiff!

Thank you for reading my story.

Now, an update.

It is September 2019 and Miriam’s Hex is once again evolving. Still under the Electric Eclectic brand, Miriam’s Hex is also now being published as a paperback, but not just any old paperback, a special sized ‘pocketbook’ paperback that makes it so much easier to carry in a bag, handbag or indeed a pocket, hence the name.

I’ll let you know once it has been released in this format.


You can find my books, including Miriam’s Hex and other Electric Eclectic books in the Amazon @open24 store

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