Changing Seasons, Shifting Focus

Fall is my favorite time of year. The warm, golden colors of the season signal change. I’m often still in recovery mode from the busy summer months, and the slower pace of cooler days promises a brief, but much-needed respite.

I’m not particularly a fan of cold months (or change necessarily), but I do appreciate the opportunity to pause for a bit, sip hot tea, and crack open a great book–or write one, too.

I believe that with every season change, there are moments where we pause and reflect on days past and those moments, too, where we shift our focus to what lies ahead. As we grow in tune to our goals and the desired outcomes of those aspirations, we must then redirect our thoughts and think of the necessary steps to take in obtaining our dreams.

One thing that continued to resonate throughout the ACFW conference that I recently attended was the importance of marketing.

For writers who are seeking publication, it’s imperative that we put time, thought, and effort into this critical process. (For those who are just beginning to pursue the writing craft, and certainly, for those farther down the road, it’s never too early to start getting your name out there.)

If you’re serious about writing, then you must look at it as a business. I realize for some, that may dim the sparkle of the writerly world just a tad, but it is indeed a reality that you’ll be faced with. To not recognize it for what it is (for fear of stifling your creativity and spontaneity) will only cause stress and burn-out in the long run.

If your goal is to write, be published, and sell books, you must be clever about it. Fabulous writing and crafting a great story will not cut it alone. Of course, those things are necessary, but writers (especially prepublished) should don their thinking caps early, and realize, too, they won’t be removing them for a long while–if ever.

During mealtimes, the ACFW conferees had multiple opportunities to dish about the marketing aspects of their various genres. It was exciting to share tips and glean valuable insight into what had worked for some, and what hadn’t worked for others.

Over the course of the conference, I often carried a legal pad so I could jot down notes during just these occasions.

Here are some tidbits I’d like to offer:

• “Do it yourself” homemade business cards are acceptable, but professionally created cards will garner that second glance. I speak from experience. Prior to conference, my business cards were ho-hum at best. Keep in mind, you do get what you pay for in this case. (Mine were free except for minor shipping costs.) They were simple and tastefully done, but boring. Months prior to conference I chose to have new business cards made by PulsePoint Design. They were complete opposites of my previous cards. PulsePoint’s design included my photo, and the cards were fresh, creative, and completely captured the essence of who I am and what I write. The comparison between my old and new business cards is like comparing night and day. Don’t underestimate the influence of a business card–often they’re a writer’s first introduction–a marketing tool–to other writers, yes, but also to agents, editors, various industry professionals, AND those who will eventually want to buy your books–your FANS!
• Become a regular at your local library branches and bookstores. Visit with the librarian/bookstore managers and introduce yourself. Talk about what you write. Offer to facilitate a writing workshop at the library. Often there are conference rooms set aside for this very thing. Plan to distribute bookmarks/flyers/newsletters that tell a little about you and the writing craft. These items can be made on your home computer, but obviously, they will look best if they are done at a professional print shop. (The cost is fairly reasonable if you shop around first and price compare.) Also, if you haven’t sold a book yet, you can still distribute information about yourself. Don’t embellish, but make it interesting. At the bookstores, leave newsletters and business cards. Most managers are receptive to local authors, whether they’re new in the game or not. If you don’t have a book published, this is a great way for them to commit your name to memory.
• One author offered this: Begin seeking speaking engagements early. Offer giveaways/freebies at each event. (These don’t have to be expensive! Everyone loves candy–create little treat bags, and of course, remember to place your business card inside!) Offer to speak to writing groups, church groups, schools, your own Alma Mater, and anywhere there are people! And if speaking isn’t your thing, plan ahead for crowd interaction. There are always extroverts in the bunch just waiting to jump in and talk. (However, as a preliminary icebreaker, you can always open the discussion with a fun game or writing exercise. That’s my own  personal preference.)
• Another author suggests contacting local media outlets regarding interviews. Local television and Christian radio stations often offer short, free promo spots when there’s something in it for the community. Again, if you’re prepublished, garner interest by relating your personal story back to the writing craft. Offer tips, strategies, and advice that has worked. Offer encouragement. Offer your availability to host free workshops. In today’s economy, people love the word “free.” (For very little personal expense, you can host a writing event at venues with little or no cost to you. Usually, all that’s required is a reservation for a meeting room, though it might be courteous to have coffee/tea/drinks catered in if your meeting place is a restaurant.)
• Chat it up. Think of the many places you go in a week and how many folks you meet by the end of that week. Not everyone is going to be interested in the genre you write in, but you can make them interested in you. Most people are fascinated by writers and the writing life. Share interesting details about why it is you write what you do. Be yourself, but for heaven’s sake, strike “boring” from your vocabulary. Think of two or three remarkable traits that are uniquely you. Make them want to know more. Offer them a business card, and leave them with a pleasant “stay tuned.”

Marketing isn’t about selfishly tooting our own horns. It’s about putting ourselves out there, sharing what we know, and giving something of value to others, be it our advice, our encouragement, or our own time. And a genuine heart speaks volumes whatever season we’re in.

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Any self-promotion tips you would like to share? What areas of marketing seem the most daunting?