Marketing: Who Am I? (To Write and Have Written)

It’s easy to get overwhelmed by everything you hear about branding and marketing and more. Let’s break it down and take it slow for gradual, sustainable progress and growth.


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Marketing: Who Am I? The Business of Creativity – powered by Happy Scribe

Hey, what if we try it with

the mic turned on, how’s that, is that a plan?

OK, OK.

Yeah.

Oh.

Oh, and I’ve got the clone army.

Hold on.

OK, life should be better now.

OK, please pay no mind to the repeat

repeating audio that willdisappear and itself in a second.

All right.All right.

Hi, everybody.I am so sorry for that

little bit of chaos there.

What you didn’t hear me say is that I

actually did some rearrangingof my of my setup.

And so I was moving my keyboardinto my camera and some other things

that I’m going to be better about notmessing with right now.

So, yeah, I apologize for the

little mix up with the soundand the camera and everything.

But now we are hereand we are ready to go.

And if I can just get my notes back in.There we go.

OK,

thank you all for coming back.Enjoy.

Hey, no looping.Hurray.

All right.We got rid of the clone army.

That’s fantastic.OK,

all right.Thanks, everybody.

And so here’s here’s what today is.

As you may be able to see,I have titled this, Marketing: Who Am I?

Which is less of an existential crisisand more of a sort of a series, really.

So this will be part one of, I have no idea,as far as we decide to go.

But as as I mentioned,one of my goals for this is to

walk through the business side ofwriting and creating in general.

I’m hoping that this is useful

for people who are not, who are artistsof other varieties, not just writers.

But I’m going to talk most aboutwriting because that is what I do.

Yeah, absolutely.

Nobody likes my visual art at all.

I mean, I’m including my mom in this.That’s OK, Mom.

I’m not bitter.I agree with you.

It’s pretty bad art.

But the idea here thatall art is art,

but we can also make art into a business.

So that’s what I want to talk about here.

This is something that, we getinto art because we like art.

We don’t get into art becausewe like business management.

So a lot of writers,

you know, start writing because they enjoystories and then they’re like, oh,

there’s accounting here and there’smarketing and there’s all this, you know,

taxes and stuff that wehave to think about.

So so we’re going to try to break thisdown and do those in manageable stages.

And so that’s the first partof that that we’re doing today.

We’re just, we’re going to we’re going to takeour first baby steps into marketing.

This is going to be prettybasic to start with.

I’m doing that on purposebecause I want to start with foundational

material and build up becauseit’s really, really easy,

I see,

I’m in contact with literally thousandsof writers online and through my various

organizations and membershipsand Facebook groups and whatnot.

And I see people get caught upand tangled in this all the time.

So I’m trying to offer somethingthat’ll be a little more helpful.

So you’re not trying to startwithout a foundation.

So that’s that’s today’s goal

with that.

Real quickly,

if you have a subscription,you don’t get the ads, which is great.

But I am in no way askingpeople to pay money.

If you have an Amazon Prime account,

I’d love it if you would use your includedfree subscription on Twitch to support me.

If you don’t have an Amazon Prime account

or if you want to use yoursubscription elsewhere, that’s fine.

I’ll be here anyway.

So that’s wherewe’re going with that.

All right.And then the other piece of housekeeping I

wanted to throw out, I know my Internetconnection is not the best right now.

And I know that I’ve been able, I’m seeing

right now that I’m losingframes and that sort of thing.

We have determined that that’s probablydue to the lightning strike we took and we

have replacement equipment en route,which probably will arrive tomorrow.

So hopefully by next week I’llhave a shiny, reliable stream.

And if it’s a little bit jerky this week,please just be patient, please.

And thank you.So okeydokey.

So let’s get started and we’regoing to walk through

firstly what is marketing and we’ll break

it down and talk about tonight’sspecific project is beginning branding.

And

so let’s first talk about what marketing

is, because this is something that isa huge and hugely misunderstood concept.

So first, underscore — big — take this,

this will be on the test.

Marketing is not selling.

They are not identical terms.

Selling is a part of marketing.

It is a small part of marketing.

OK, marketing and selling arenot interchangeable terms.

And well, that seems like a small,

pedantic, picky thing to get,you know, wound up about,

that is a huge differencein how you approach it.

And it will make marketing a lot easier

for you if youdon’t think of it as selling.

And the reason

I have met very few people who arelike, “Marketing, my favorite, all right!”

Even fewer people are,”Selling my favorite!” right?

So I, I think drawing that distinction

because marketing actuallydoesn’t have to be that bad.

There are a few people on thisplanet who love to sell.

Most of us don’t fall into that category.

But marketing can be way morefun and way easier to do.

And selling is just a small,small part of marketing.

So don’t get caught up in marketing is

about selling because that’s goingto make marketing harder for you.

Selling is that final step.

At the end we say, “Hey,I have this, whatever.

Would you like to pay moneyfor it?” That’s selling.

So that is when I offer you, “Here isthe buy link for my book

and I’m hoping that you will clickthat link and give me money.”

All right.

So that is selling. Advertising iswhen, “Hey, I have this book available.

Did you know?”

And so I’m specifically letting you know,

I’m specifically informing abouta product that I have available for sale.

Branding is when I tell you about meand the kinds of things that I produce.

So I’m actually working on these, I’m

actually listing these in reverse order,so we get to selling because we have done

advertising, we get to advertisingbecause we have done marketing.

If we do them in the wrong order, weannoy people and we get very few sales.

So if I walk into,

if I knock on your door and I say,”Hi, my name’s Laura.

Here’s a book.Do you want to give me money?”

You’re probably going to slam that door.That’s fair.

OK, that’s, I’m just annoying people.

If you think about if you’ve ever

shown up at a family event and somebodyarrived with their multilevel marketing

catalog and you just know, No! OK, sellingout of order is really, really annoying.

So we don’t like it.

That’s why selling has a bad reputation.

That’s why marketing has a bad reputation.

But selling is justa small part of marketing.

So we’re going to work ourway through this timeline.

And so tonight, we’re specificallygoing to talk about branding and.

If

I’m just encouraging you to doa little mental mental check on this,

if you find yourself, you know, “Oh,

I hate this or I’m resisting or I feelreally awkward about this or whatever.”

Stop.Step back.

You’re probably thinking aboutselling rather than about marketing.

Marketing does not have to feel squicky.

It does not have to feel like –let me just put it this way.

I’m from the Midwest, right?

Like, we don’t talk about ourselves.

We don’t talk about money.

We don’t ask people for, like, no, OK?

and I can still do marketing,so just bear with me.

It’ll work out, I promise.

So.

Here is a really big thing,I don’t know if anybody actually ever

spelled this out for me,but I figured this out

some years ago and it made my life so mucheasier when we talk about

marketing and selling and the whole thing,one big part of marketing, I mean,

a big part of marketing is filteringout people who are not your customer.

And if that sounds weird,it’s fine, I’ll take a second.

So, oh, hey, we havea Kristi in the stream.

Welcome, welcome and thank you.

So,

yeah.So where was I?

Oh, yes.Sorry, I got excited.

A big part of marketing that you need

to recognize because it would make yourjob so much easier is

part of marketing is to filter outpeople who are not my customer.

And this catches people off guard a lotbecause they they look and they think, oh,

you know, I need to sell to asmany people as possible.

I need to pull in as many people aspossible the more people I reach.

OK, yes.On some degree.

You want to.

Do that first step with as many people as

you can, so you have as many people aspossible who will choose to continue

with you or not, but that firststep needs to start filtering.

So let’s say,because I know this sounds weird.

Let’s say I write a fairly niche,

I have a I have a new seriesof my paranormal fly-fishing romance.

It’s great, it involves time travel,it involves fly-fishing romance.

It’s a great

but not not everybody isinto fly-fishing romance.

So there is

a reader, a voracious reader, a veryenthusiastic reader, reviews everything.

She reads fantastic.

You know, everybody’sideal ideal customer.

And she’s searching for a new book,but she’s looking for

a space opera with werewolves,

so.

As she’s coming down, you know,the book fair or the library shelf

or browsing through Amazon or wherever,and she encounters me for the first time.

She’s not looking for what I have

on offer, she’s a fantastic readerfor someone else

if she’s looking for space operaand I give her fly-fishing romance.

She’s not going to be satisfied,

and I just said she’s a great reviewer,she’s a great reader.

She reviews everything.

I don’t want her being a sad,unhappy reader and leaving me a review

that’s not going to dome any long term favors.

OK, it is not worth gettingthat one sale for today

that will hurt me long term.

And that’s not just a genre thing.

That is a tone thing.

That is that is a lot of stuffthat goes into branding.

So I’m just going to save time becausewe’re going to talk about it in a second.

But I need to start filtering people outas quickly as I’m trying to bring them in.

So don’t be afraid to

get rid of some people with your branding,because that’s one of its jobs.

OK,

I’m hoping that makes sense.

So we’ll see.

All right.So.

Getting people.

I would rather get people out of my funnel

early on when they don’t costme time, money and energy.

Whereas if I, you know,could get — acquiring customers is

expensive, acquiring readers isexpensive in all of your resources.

So if they’re not goingto be a great reader for me,

meaning I’m not going to meet their needs

and wants, thenlet’s save time right now.

You know, it’s not you, it’s me.It’s not me, it’s you. Bye.

And so, yeah, that’s what I’m after.

OK,

so with that in mind,

being aware that your branding mightpush people away and that’s OK.

Now we can start think about whatis a brand.

So an easy easy way to think about this is

I try to think of it as whatis the mood, what is a tone?

What can my reader expect from me?

I’m a little bit of a weird caseand I’ll talk about that later.

We’re going to start with much easier.

So

but think about the mood.

Think about the experience that yourreader is wanting to have.

That is the brand. And this gets

really huge and daunting really fast.

If you go and take a professionalbranding class, they will talk about

your story as a creator and your reader’sstory and and the interaction of those two

stories and characteristicsand themes and values.

And what colors are the best

representation and what symbologyin which typeface is the best

representation of yourparticular reader journey.

It can get extremely overwhelming.

A lot of that’s good stuff.

And there’s a reason people goto school for marketing degrees.

But that’s really a lot

for the average writer to start with,especially if you’re self publishing or if

you’re responsible for your own marketingwith a traditional

book.It’s that’s too much.

Let’s not start there.

So my cheat,

because I was just writingabout this in my

Business for Authors book,which is in progress, I swear.

My cheat is to picka national brand to start.

So don’t overthink this, this is notsomething you have to present a paper on.

I just want you to get an emotional,”Yeah, that’s me.”

So are you more KFC or Long John Silvers?

Are you more L.L. Bean or Vera Bradley?

Are you more Payless shoes or,I don’t know,

I don’t shop enough to be able to do this.

But pull out,

are you more Target or Wal-Mart? OK,and just grab on to one of those.

Don’t think about it.

And you’re not talkingabout you personally.

You’re talking about what your books are.

You know, what youryour product line is.

And don’t overthink about this.

Don’t don’t try to justify it.

Just go with a feel.

There is a

collection of messages,that have been very carefully crafted

by people who spent millionsof dollars to craft these messages.

That is why Targetand Walmart feel different.

I don’t want you to analyze

those messages, I want you to justgrab on which one of those is you.

So, if you, let’s say you write

really high charged adrenalized,fast paced action thrillers or something,

and so you’re thinking Mountain Dew,I’m just making stuff up here.

Work with me.

And I’m going to point out there’s

this isn’t old laid backhillbilly Mountain Dew.

This is reinvented extreme sports fan,Mountain Dew, because you can redo your

branding and reinvent yourbrand if you want to.

So don’t panic that you have to get this100 percent perfect on the first try.

Mountain Dew certainlyreinvented themselves,

so.

I am going to just

throw out that I was thinking about thistoday when I realized I was going to talk

about this, my brand,my national brand for this particular

video channel, thisthing that we’re doing right now.

I was like, OK, how would I describe that?

And I’m going to callit REI, which is a

hiking and camping cooperative store,if you’re not familiar with it.

And I was thinking, OK, why?Why is that?

Because I want it to be something

of an adventure, but I want itto be a cooperative adventure.

It’s got lots and lotsof focus on community, lots of,

a little bit of do-it-yourself-ness to this.

So, you know, I mean,I went to equip people to be able to take

this, but I want it to be sociallyresponsible, communal adventure.

So that’s kindof why I realized,

OK, so I grabbed REIand then I broke down,

Why did I feel that was a match?

So

if this is making sense so far,give me a little heyo in the comments.

And if this is making no sense whatsoever,

tell me that. And I can move faster orslower depending on how we’re doing.

So, OK.

So now I’ve I’ve got

a big picture brand that somebody else hasput a lot of money in to developing,

so like I said, you know,it’s Mountain Dew or

or

with the Fluevog, the shoe.

I think that’s a shoe

or,

you know, Coke versus Pepsi or whatever.

There is a lot of you know,a lot of money has been put,

a lot of effort has been putinto developing those brands.

So I am shamelessly piggybacking off their

work, because once I say, OK, my lineof thrillers is very new adult.

So very, you know, and I’m just — I’mgoing to link that with Mountain Dew.

OK, now I’ve got a bunchof adjectives that can go with it,

and now I can look at Mountain Dew’sbranding to get ideas for mine and I might

even lift some of theircolor palette or something.

Again, I can let them dosome of the heavy lifting with me.

This is not shamelessly picking up Coke’scomplete brand and walking away with it.

Don’t do that.

It won’t work for you.

And that that dynamic ribbondevice is trademarked.

All right.But you can get some ideas, OK?

Is my work more Coke or Pepsi?

OK, now let me lean into what makes those

two distinct brands and which one canI can I lean on to borrow ideas from?

So hopefully that’s how that’s working.

All right.

So

sorry I lost myself in my notes here.

OK,so now that we’ve got mood,

now that we’ve got experiencethat we want our reader to have,

remember that your book ispart of your marketing, right?

Your book is part of your brand.

So you’re not trying to inventsomething from scratch.

You’re inventing things to goalong with what you already have.

Then you can start thinking about,

OK, what are the colorsthat best represent this?

This feel. So again for this particular

video channel,I’m tending to use a lot more,

I’m finding more oranges and things,

colors that I pretty much neveruse in my own daily life.

I’ll have orange in October and that’s it.

But it’s a very adventurous,energetic color.

So it just started happening as I was

putting together graphicsfor this sort of thing.

So,

yeah, so kind of looking at — sorry, I’m pullingfrom the chat,

looking at the base building blocksthat make those brands, brands.

That’s a perfect way to putting it.Put it.

We’re just looking, we’re cheating.

We’re finding a house of cards that’s

already built and then we’re lookingat how they did it.

We are taking ideasfrom there and borrowing them for us.

So.All right.

And then, you know, when you when you have

all this stuff that you’ll find onlineabout building an aesthetic and picking

out typefaces and, you know,what kind of logo and your color palettes

and how many colors can you havein a palette and all of this stuff.

And I think, honestly,a lot of that is overdone for it.

Not that it’s not important stuff.

It’s that it’s

more work up front than I thinkthe average author needs to be doing.

We need to start with that,just the foundation level,

just the concepts, and pick upthe other stuff as we need it.

Don’t sit down and spend 16 hoursworking out a color palette

before you have the emotion that you need,if that makes sense.

All right.So I’m trying to catch up with the chat here.

Give me one second.

OK, all right,so Natalie is looking at differentiating

between two books, two types of bookand yeah, the absolutely so,

you know, “friendly entry level, casual,

upbeat paint by numbers, those wine andpaint nights” — wine and paint nights is great.

I mean, that’s a great way to think of it,because that is, positively right there,

that is a phrase that encapsulates

an entire mood and you caneasily build off of that.

So that’s that’s good.

And then the other is more big picture,

thoughtful, growth orientedSkillshare or master class.

Yeah, fantastic.So one is wine and paint.

One is master class.

Easy to distinguish between those onceyou get them broken out in your head.

So.Oh, fantastic example.

OK, all right.

So as you’re putting your beginning branding together and

guys, just,just keep this loose in in the beginning,

just jot stuff down,let it start to gel on its own.

Do not, you know, write thisin ink and it can never change.

I want you to just play with this.

Andit’s one of those things that the harder

you squeeze, the harderit is to hold on to.

But if you just kind of cup ittogether, it starts to gel.

OK, so

that

so.

Now, once we’ve got our brand