What Your Brand Stands For

One of my romance pen names
is known for having a light tone
with a certain heat level.

My agent came to me
with a project.
It required me to write
under this pen name
with a different heat level.

That wasn’t that big
of a compromise, was it?

I drafted a proposal for the project.
I wasn’t excited about it.
I knew in my gut
I was messing with my brand
but the project was too good
to walk away from.

The agent then came to me
with more feedback.
The publisher wanted a darker tone.
That wasn’t that big
of a compromise, was it?

Of course, it was.
The FIRST compromise was too big.
I walked away from the project.
(and promptly was offered a different project)

Your brand HAS to stand for something
or you don’t truly have a brand.
Don’t compromise on this something.

A Serious Offer

I pitched a project
to a group.
The pitch was detailed.
I knew exactly what I wanted to do,
how they could help me,
and
how we’d both benefit.

The leader of the group
replied with
“Let’s talk.
We’ll bounce some ideas around.”

While I was open to modifying my offer,
I wanted any suggestions given
to have been as well thought out
as my original idea.
Suggesting that
we ‘bounce some ideas around’
was insulting.
It was dismissive
of the work I’d done.

A serious offer
warrants a serious counteroffer.
Put as much thought
into your response
as your valued partner
put into her pitch.

Why Should I Care?

People don’t buy features.
They don’t buy products.
They don’t buy services.

They buy benefits.

Carmine Gallo
shares

“Your listeners are asking themselves,
“Why should I care?”

The clearest messages require
a specific, tangible explanation.
If your product
helps your customers make money,
tell them.
If it helps them save money,
tell them.
If it makes it easier
or more enjoyable for them
to perform a particular task,
you guessed it… tell them.
Tell them early, often and clearly.
Don’t leave people guessing.”

How do people
benefit from your products?

Published
Categorized as Sales

Partners And Enthusiasm

Every year during NaNoWriMo
(National Novel Writing Month
in November),
I host a month long workshop
on romance writing.

I contacted one Facebook group.
They hemmed and hawed
over the project,
a project all they’re doing
is providing a home for.
After the 5th request
for more information,
I told them ‘forget it.’

I contacted another Facebook group
and they were super enthusiastic,
offering to help
rather than finding reasons
to say no.

In this extremely connected world,
it makes zero sense
to partner with someone
who isn’t enthusiastic
about your project.

Take the time
to find the right partner.
It will influence
whether or not
your project is a success.

Your Ask Shouldn’t Surpass The Reward

When I run a contest,
I put a lot of thought into
what I’ll ask readers to do
vs
what I’ll give them as a prize.

If I’m giving away a 99 cent eBook,
I won’t ask them
to do a dozen things.
Readers won’t work that hard
for such a small reward.
Instead, I’ll ask them to do one thing
– sign up for my newsletter.

If I’m giving away a $50 gift card,
I’ll ask them
to sign up for my newsletter,
like my Facebook page,
and
add my book to their Goodreads TBR list.
The bigger reward
will incent reader to do more.

As Erika Napoletano
shares

“The volume of information
you’re requesting from a site visitor
should pretty much equal
the value of the information
you’re willing to provide.

In other words,
make sure your ask
matches your customer’s threshold for sharing.
If you’re offering a quote for medical insurance,
sure, you’re going to need more information
than just a name and email address.
But if you’re offering a free download,
toolkit or
some other promotional bit of information,
you’d probably be best to ask for
the minimal amount of customer information
(an email address)
in exchange.”

Look at the difficulty of your ask
vs
the value of your reward.

Published
Categorized as Marketing

The Power Of An Adjective

If I market a story
as being humorous,
the average reader will find it humorous,
even if the story isn’t.

“A 2007 Carnegie Mellon University study
demonstrated that
if a business changed the description
of an overnight shipping charge
on a free DVD trial offer
from “a $5 fee”
to “a small $5 fee,”
the response rate climbed 20 percent.”

That’s a 20 percent increase
for one word,
for five letters.

Adjectives are powerful.
Be careful how you describe
your products
and
your promotions.
These descriptions matter.

Published
Categorized as Marketing

Price Anchoring

A $2.99 priced story
marked down permanently
to $0.99
will sell over 10 times more
than the same story
priced simply at $0.99.

Readers believe
they’re getting a deal,
that they are ‘wise’ shoppers.

Geoff Williams
shares

“You see a $56 shirt
on sale for $32
and think,
“Hey, that’s quite a deal.”
Of course, the store never intended
to sell the shirt
for $56.
The plan all along was
to charge $32.
The retail industry calls this
“price anchoring.”
JCPenney tried ending price anchoring
in 2012,
but sales plummeted.”

Consider price anchoring
your products.

Published
Categorized as Sales

Communicating Too Much

An expert
recently advised

“There’s no such thing
as communicating too much
when you’re working on a project
with multiple people.”

That’s bullsh*t.
There IS such a thing
as communicating too much.

I’m part of a marketing project.
My first clue that the project manager
was an over-communicator
was when she set up a Yahoo loop
for the project.

I receive over 100 emails a day
from this Yahoo loop.

At first,
I read everything.
Once I figured out
that most of it didn’t pertain to me,
I only read the one or two a week
marked important.
The rest of the emails are deleted.

If you have talent on your team,
that talent is likely involved
in several projects,
not just yours.

Don’t waste his or her time
with unnecessary communication.

Events For Doers

I was asked to participate
in a writer’s retreat.
This is a weekend
away from distractions.
Writers can concentrate on
banging out words
and getting sh*t done.

After some consideration
(I’m on tight deadlines),
I agreed
to participate.

Then I was told to
bring my swimsuit,
shoes for hiking,
warm sweaters for nights
around the campfire.

WTF?

That’s not a writer’s retreat.
That’s a girls weekend.

I don’t have any problems
with girls weekends.
I do have a problem with
a fun-filled weekend
disguised as a working weekend.

If you’re pitching an event,
be clear which type of event it is.
If participants expect to get sh*t done,
ensure sh*t gets done.

The Court Of Public Opinion

A prominent Romance publisher
is suing an equally prominent blogger
for libel.
The publisher wants the blogger
to produce proof
what she reported on
is true.

Legally, the publisher might have a case
but strategically, this tactic
is a dumb a$$ move.

Why?
Because readers/bloggers/reviewers/booksellers
view this lawsuit
as an attack against ideals they hold dear.
They see it as suppression of information,
a form of censorship,
a way to force a journalist
to expose her sources.

They’re actively boycotting
the already financially challenged publisher.
I suspect the publisher
has already lost more money
than they’re suing for
and
some of these relationships
will never recover.

Just because the action is legally right
doesn’t mean it is the right action.
The court of public opinion
can be as important
as a court of law.

Published
Categorized as Marketing