We’ve been talking a lot about the new publishing paradigm and all the options writers have. Being the WANA Mama, I feel it’s my duty to feed you guys the grow-up stuff. So, if you want a fluffy kitten hug? This is the wrong place. There are plenty of people who offer a magic algorithm or promotion package or SEO package “guaranteed” to launch a writer to fame and fortune. Yet, these can be misleading and take our focus away from activities that have a better chance of translating into long-term success.
Hoo-Doo Voo-Doo for Sale
What many of you might not know is I sometimes help small businesses. I recently started doing some work for my brother’s company. Why did I step in? Because he (like many others) paid thousands of dollars for a Mega-PR-Expert…who then did NOTHING.
My brother hired this well-known PR expert to create his social media and help with promotions, and *crickets chirping*. The few things she “created”? My brother could have done for free and far better. When she generated a LinkedIn account for his business, she didn’t even load the current logo and the information she did fill out was incorrect and outdated.
This is a person who’d been written up in major magazines here in Texas. My brother felt he was making a sound decision hiring her (and, from outside indications, it was a good decision).
So what went wrong? No idea.
All I can think of is this person was more focused on clients with deeper pockets, but it’s still enough to make me see red. You take money, you need to do what you promised…not ignore e-mails for seven months after doing a half@$$ job. All of us appreciate that timelines sometimes need to be moved, but communicate that and follow through.
***I’ve been guilty. When we had a sudden death in the fall, I had people expecting edits. But I knew in my mental state they’d either get, “Wow, this is perfect!” or I’d crush their will to ever write again. It was better to just say, “Forgive me. I need to delay this until my head’s screwed on straight.***
Anyway, the little advice this “expert” gave my brother was precisely what I preach against non-stop. Automation. Posting to Facebook from Twitter, etc. You should have seen my brother’s face when I said, “So you’re basically spamming people.” And, no he hadn’t read my book. He’s my little brother and probably wanted to do this without Big Sister’s help.
That was until he had a train wreck on his hands, which I am, in my limited free time, undoing gratis. *head desk* And now that he’s seen the WANA way, he’s enjoying social media a lot more and his small business platform is growing healthier by the day.
It’s SEO Not Magic
One thing many “consultants” have tried to sell my brother, many other small businesses and authors is a promise of SEO, that they can go into a web site and do all kinds of complicated technical things that will help dominate a search. I won’t say SEO isn’t important, but when we tool our SEO to the latest algorithm, we set ourselves up to have to do this over and over and over (which can become a money-eating black hole if we don’t happen to be SEO gurus).
Algorithms were initially thought to measure human behavior and preferences. But, the problem is that humans are super clever. They start juking the algorithm to gain advantage. Spammers do this all the time. But search engine companies and places like Amazon actively look for this behavior. They have teams of computer geeks who are on the hunt for those “gaming the system.” So does Facebook.
When enough people begin “gaming the system” and gain marked advantage? The computer people change the algorithm and *POOF*. Start over. To rely on SEO gaming is a formula to pull your hair out or go broke trying to keep up.
This was what drove me to create ways of building platforms that were not reliant on technology or algorithmic alchemy (that and I am lazy and not made of money). WANA methods work on any social media site. LinkedIn, Twitter, Facebook, doesn’t matter. If these social sites go away (*cough* MySpace) and a new social site becomes hot? Your WANA platform will remain in tact and continue to grow.
You can dominate any search for your name, book, topic all on your own and with minimal effort. But, I am not in the business of doing your social media. I have zero interest in running other people’s social media. I don’t charge consulting fees to get “friends” for people or “maximize SEO” so I have a vested interest in making people self-sufficient.
Does this mean PR people and promotions are a waste of time? No. I believe they are PR people not magicians. We need to give them something to work with. Yet, writer beware. Know that much of what some companies sell for big bucks are things you can do yourself and for free (and do a lot better).
Knowledge is Power
If we are educated about what we can easily (and cheaply) do on our own, then we can 1) weed out people who just want to dazzle us with tech-speak and overwhelm us enough to shove cash in their faces 2) we can hold these companies accountable 3) we can gain a better idea of what we can’t do and can spend any promotion budget more wisely.
We can build a Twitter presence, but can we get an interview on NPR? Do we even need an interview on NPR?
Promotion Devoid of Connection is Pointless
One big complaint from authors is they feel their book isn’t doing well because of a lack of promotion. But, I’ll let you in on a little secret. Promotion (alone) never worked all that well.
Back when I began as a newbie writer, I had a conversation with one of the head editors for one of The Big Six. She was very honest about the ROI (Return on Investment) regarding promotion and advertising. She said the major houses did it, but ads had no impact on sales. She relayed a story about how her house had taken out a full-page ad for one of their business authors in The Wall Street Journal on the day the paper was most widely read.
Though the ad cost a small fortune, it didn’t make a dent in sales.
Today, the situation is far graver. We are inundated with advertising and most people just tune it out and have learned to un-see. In the Digital Age, the architecture of the human brain has changed to keep up with all the influx. This is why my newest book teaches how to be seen. What does a modern human brain ignore? What does it notice?
Would I love for you to buy my book? Sure. But I give away a lot of information for free so peruse the blog archives. My motive is to help writers. Simple.
Effort Devoid of Action = Failure
We could have the greatest SEO, but people have to be compelled to search in the first place. Even if people stumble across our site, they have to be compelled to click, to pursue and then to BUY. We can create the world’s most elaborate and expensive advertising campaign, but if this campaign doesn’t translate into action/sales it’s a failure.
I love it when PR people tout the awesomeness of Facebook ads. Yet, you should see their faces when my first question is, “Okay, what was the last thing you purchased solely because of a random ad in your FB sidebar?”
Can SEO work? Can ads and promotion create sales? YES…just not alone. Which is a bummer because it would be lovely to pay for some ads and then let the money hit like a tsunami. My goal here isn’t to discourage you, but to empower you. I am taking a wild guess here, but I imagine most of you aren’t trust fund babies writing for fun in between trips to The Riviera.
And if you are, will you adopt me?
WANA—Empowering Authors of the Digital Age
I understand most writers have limited time and income and I actually DO care about your success. I want you to use your resources in the best possible ways that can yield the greatest returns. Hire PR people, but know the best way to harness their resources. Spot an ally from a shill. Have realistic expectations from your publisher. Yes, they can promote, but there are activities we must do on our end to make those promotions effective.
Predators abound in the new paradigm. It is vital to be educated, which is why we are having WANACon (a virtual conference as close to the real conference experience without a holo-deck). WANACon will have top industry professionals from all forms of publishing. I also recruited agents and editors who are savvy to the new paradigm and who put authors FIRST. WANACon is here to keep you at the cutting edge of the changes at a price that’s affordable and all recordings are included with conference fee. Right now we have Early Bird Pricing. SIGN UP HERE.
TSA pat-downs are extra.
What are your thoughts? Have you been overwhelmed with the idea of having to promote? Unclear about what to ask or expect? Have you run the hamster-wheel of promotion only to end up half-dead?
I LOVE hearing from you!
To prove it and show my love, for the month of January, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
Announcements: I hope you guys will check out my latest book Rise of the Machines–Human Authors in a Digital World and get prepared for 2014!!!!
Also, this Saturday, I have a new class, Many Roads to Rome—Which Publishing Path is Best? Use WANA15 for 15% off.