Marketing

  • Fear of marketing yourself on social media

    Fear of marketing yourself on social media.
    Fear of marketing yourself on social media

    I once knew a woman who couldn’t go into an LGBT bar on her own. She didn’t even like going in with someone else unless she’d had a drink first. Alcohol became her crutch because she never dealt with the original problem. Which was fear of walking into a social environment alone, and maybe feeling judged and self-conscious.

    It was perfectly obvious what the solution should have been – go in alone anyway, without a drink. When you’re so used to doing something, it becomes second nature.

    I admit I haven’t quite reached the level of second nature when it comes to marketing myself on social media. I still don’t like it much. There are a number of reasons. For one thing, a site like Twitter is enormously distracting, so it can become counter-productive to spend much time there. I end up forgetting what I was supposed to be doing.

    Another thing about social media is that there’s already a lot of marketing there. And if you need to market yourself – a book or service – it can seem almost impossible to post anything that rises above the general noise.

    Fear of marketing yourself on social media

    There’s also the fear of being annoying – a lot of people don’t like marketing posts. They’re okay in moderation, but in the writing and book end of Twitter, marketing tweets are in abundance. (And this is one reason why if you’re marketing a book, you should have the best cover design, so it stands out from the rest.)

    Authors and editors are often fairly introverted people. But if we want to find readers or clients we have to market ourselves on social media. Whether it’s Twitter, Instagram, Facebook, Pinterest, YouTube, or somewhere else, we need to make people aware that we and our work exist.

    One of the downsides of being a writer and working with fiction is having an overactive imagination. This means you can dream up all kinds of nightmare social media scenarios that might result from posting. If we take Twitter, it can be a bit of a minefield. It can also be very difficult to get any engagement when you do post. And some of the engagement tactics are not to everyone’s taste.

    Follow trains, which can run foul of Twitter’s Terms of Service, don’t appeal to everyone. They can also lead to a lot of notifications. #writerslift hashtags can end up with a long thread of self-promotion, which can be demoralising if you don’t feel your own posts can compete.

    You struggle to be heard and you’re ready to throw in the towel. You know you could try other strategies but they don’t always appeal. Like sharing too much about your private life. Or giving too much away about your feelings. Or talking about your opinions or political views.

    Posting personal content

    It’s true that posting more personal content can allow potential readers or clients to get to know you. This is why a social media account that only posts marketing messages will be harder for others to connect with.

    I recently heard about trauma marketing. This is where you use personal trauma to market yourself. This plays to the victim culture that thrives on social media, but it’s also manipulative and drowns out and cheapens serious trauma. Monetising trauma for financial gain and marketing does seem pretty icky – unless it relates to the topic of your book. In which case, it makes more sense.

    Imposter syndrome, perfectionism, failure

    If you’re struggling to post on social media, you might want to ask yourself why. Are you afraid people won’t notice? If that is your fear, then the worst thing you’d expect is not to get any engagement. Perhaps you suffer from imposter syndrome or perfectionism – you might be afraid to post links to your website because you’re not confident about either your site, your content, or both. This is likely to be even worse when you’re just starting out. But the more you put off posting, the worse your fear will get.

    If you avoid posting, you never deal with the problem, and your voice and your work go unheard.

    The fear is driven by avoidance of pain

    Humans are primarily motivated by two things – pain and pleasure. Pain takes precedence since it’s connected to our survival. If we anticipate pain because a tiger is coming our way, we will work hard to get away. If we anticipate a flame will burn us, we’ll avoid it. If we think a social media post will bring a ton of trouble on our heads, we won’t post it.

    Even if we want success, we also fear it. Because we anticipate, rightly, that not everything that comes with it is good. It brings negative attention, extra responsibilities, extra work. It pitches us into situations where we are constantly in danger of failure, complete with an audience to witness our falls.

    There’s also the fear of the unknown and the new, the things we’re not yet accustomed to. When it comes to social media, it’s best to jump in and get in the habit of posting. If you write a blog, try doing it often enough and reposting links to older content so you develop a routine. The more you do it, the less painful it should become.

    Mix personal and helpful posts between the marketing

    It’s also worth mixing up non-marketing posts with personal posts and posts that are helpful and add value for readers. If your posts seem helpful or you show yourself to be helpful to others, they will remember you more and engage with you more often. You can also post fun stuff – if you’re selling a service, your clients need to feel you’re approachable and friendly.

    And if you do attract controversy from a post, it’s not always a bad thing. There will always be people who agree with you or who just agree to disagree.

    Which platform(s) would suit you best?

    There are courses and mentorships you can do on social media marketing. Some are more helpful than others. But it’s worth deciding first what platforms you prefer to use. If you like visual marketing and social media sites, Instagram and Pinterest might be better. Pinterest is the biggest image search engine outside Google, with a higher income demographic.

    Twitter is good for microblogging or threading tweets. But it’s also a 24-hour news site, and you will quickly find yourself sucked into staying on the platform for longer than you intended. This is particularly a problem if you struggle to find time for your writing. You don’t need added distractions. Yes, the site has a big writing community, but sometimes that too is a big distraction.

    There are also plenty of writing groups on Facebook, plus writers on Instagram. I’m less familiar with these two.

    One thing that’s really important to point out here is that spreading yourself too thinly over multiple platforms could be a real mistake. It partly depends on how efficient you are and how well you manage your time. You could use scheduling tools and have particular days you post on a platform. You could use one or two platforms more often and others only once or twice a week.

    If you fear posting on social media, ask yourself why. If you’re worried your posts will look silly, there are plenty of silly posts on social media and people aren’t looking for perfection. If you’re worried your blog posts and website aren’t good enough for people to see yet, it’s still worth throwing yourself in there and posting anyway. You could just be suffering from imposter syndrome and some traffic to your site could build up your confidence.

    Fear of marketing yourself on social media is no joke. Many business owners are held back by it, never reaching their full potential. The same is true of authors.

    One of the most important things is to remember social media is designed to reward users and keep them on the site. It’s meant to be addictive. So, if you’re a writer or you have a small business, you need to be careful you don’t spend too much time there. Social media blockers like Cold Turkey can be very useful in terms of managing your time on these platforms.

    Other IndieCat blogs you might like

    Social media blockers

    Don’t make this mistake on your author website

    Boost your writing with the Pomodoro Technique

    How to order the stories in a collection

    Why your book cover design matters

  • Why your book cover design matters

    Important for indie authors - why your book cover design matters.
    Why your book cover design matters

    If you’re an indie author and you want to attract readers, your book cover design really matters. It’s one of your most important marketing tactics.

    Why?

    Have you ever gone into a bookstore and felt overwhelmed by all the books to choose from?

    What motivates you to pick up an unknown book?

    Snappy or intriguing title? Or were you attracted by the cover image? Did it call to you to investigate further and check out the back cover blurb?

    Cover design is the magnet that draws the eye and piques curiosity. It can draw attention even from the other side of a bookstore. Even from a distance, when you can’t yet read the author’s name or the book’s title.

    And that’s why your book cover design matters.

    Of course, book covers accomplish other things too. They indicate genre, age group, connect to existing trends, even hint at the story’s atmosphere (creepy, suspenseful, erotic).

    Cover art speaks to emotions – and this is important in marketing. There are genres where speaking to emotions is particularly important – romance being the primary example. But you might be in the mood for something suspenseful or creepy. Horror and thriller covers also speak to a potential reader’s emotions.

    The style of the cover might connect to a particular subgenre or resemble the cover art on a more famous book. This is a way for publishers to indicate fast that if you like those other books in this category, you’ll probably like this one too.

    With so many books to choose from, a design department has to come up with ways to make it easy for the right readers to find their book. The cover art offers visual clues. The book’s title might also offer clues.

    Your book needs to stand out from the crowd. In a saturated market – and this is particularly true on Amazon – you need people to see that your book exists. And that it looks professional, intriguing, exciting.

    If the cover is plain and offers no hints about the genre, someone browsing on Amazon is likely to ignore it.

    Book buyers are accustomed to helpful cover design – covers that act as filters for what they do and don’t like.

    The cover design should attract the right readers. It should never trick people into thinking the book is something it isn’t. For example, you wouldn’t put a historical couple embracing on the cover of a modern horror novel. If a reader buys the book on the basis of the cover alone, they are going to feel cheated.

    Also, if the cover art and design are subpar, it will be difficult to stand out from the crowd. Furthermore, if the design is poor, potential readers will likely draw conclusions about the overall quality of the book, including the story, characterisation, formatting, etc.

    A good cover shows the writer has taken a professional approach to their work. But it also allows the writer to better compete with traditionally published authors. If your book looks like a traditionally published book, it’s more likely to draw readers.

    As well as using high-quality cover art, you should ensure your covers look good as thumbnails because this is how they will appear on sites like Amazon. Equally, you need to make sure your fonts match your genre and cover design, and that the text is clear and readable both at full size and in thumbnail.

    Most people cannot produce great cover art or choose the right fonts for their own books.

    Even people with design skills can do a bad job because cover art and what works for the market are not their specialties.

    Also, cover art should be chosen on the basis of what appeals to readers rather than what a writer might want. This might seem annoying, but if you want to attract sales, you have to put yourself in the place of readers.

    It’s worth doing quite a lot of research on your genre, particularly in relation to the newest styles and what the traditional publishing industry is producing. Design departments in publishing houses have experts who know what they’re doing. If they’re following a particular trend, you can jump on board.

    Indie authors who want high-quality book covers have a number of options. You can hire designers for bespoke covers, or you can visit a site that is selling premade cover art. In the case of the latter, the fonts are already in place. You just need to change the title, author name, etc.

    Some premade cover art sells for hundreds of dollars, but there are decent covers for well under $100. If you only want an ebook cover, the price is lower. If you want a back cover for a print edition, you’ll have to pay more.

    Likewise, if you want to add in banner advertising, and ads for specific social media sites, that pushes the price up further. However, a streamlined set of marketing images to use on multiple platforms is a great professional look that will help you stand out from the crowd.

    Sites providing premade covers

    Please note – I have not tried any of these services, so I cannot recommend them. They are just examples of the kinds of sites out there.

    Premade Ebook Covers

    Book Cover Zone

    Probook Premade Covers

    The Book Cover Designer

    The Artful Cover

    Self Pub Book Covers

    Kingwood Creations

    Other IndieCat blogs you might like

    How to order the stories in a collection

    Wasting your money on a copyedit or proofread?

    Don’t make this mistake on your author website

    So indie authors aren’t real authors?

    When dialogue ruins your scenes

    Boost your writing with the Pomodoro Technique

  • Don’t make this mistake on your author website

    Don't make this mistake on your author website. Social media icons at the top of the page? Kill them with fire!
    Social media icons: don’t make this mistake on your author website.

    A while back, I watched a great webinar on website design by Gill Andrews. I ended up buying her book, which has bite-sized chapters which get straight to the point.

    One thing she made me do was to remove the social media icons at the top of my website. And I’m here to tell you: don’t make this same mistake with your author website.

    I was reminded of this yesterday in the middle of a business mentorship thingy from Ash Ambirge. I was one of the lucky beta folks who signed up, so I’m currently wallowing in all sorts of useful information.

    Anyway, she also recommended removing these icons from the top of your business website page.

    But, ha, thanks to Gill, I’d already ticked that one off my list. The icons were gone.

    Gone, gone, gone.

    Which is just as well because two of the three accounts were neglected and the other one is my nemesis. (My nemesis, if you’re interested, is Twitter.)

    So, what’s the problem with your site visitors seeing your Twitter, Facebook, and Instagram icons?

    Well, apart from the fact you might be neglecting some of the accounts, so do you really want potential readers going over there? Guess what? That’s not actually the worst of it, though it’s not great.

    No, here’s the bigger reason.

     

    Social media icons are outbound links

    If your social media icons are the first things they encounter when they land, they might just be tempted to click one of those icons.

    And, folks, that would be terrible.

    Terrible.

    Those icons are outbound links. They are teleporters. Your visitor has now been teleported to another site.

    Slap yourself with a wet kipper.

    Cause you and I both know those social media sites are designed to be addictive.

    How many website visitors are already longing to go back and check their Twitter or Facebook account anyway, to see what’s happening?

    Far. Too. Many.

    Don’t give them any more excuses than they have already.

     

    Teleporting new visitors to Twitter is bad!

    If you’re an author with a website, you don’t want your new website visitor to be offered a range of teleportation destinations that takes them AWAY.

    It’s like installing a revolving door with the word ‘exit’ in Twitter and Facebook icons.

    Because that’s what you’ve installed – a revolving door. Or, an exit right next to the entrance.

    Or, just a plain old teleporter (and believe me, they’re old to those of us who watched the original Star Trek, or who’ve spent time in Second Life).

    Don’t do it!

     

    Think you can compete with Twitter? Ha!

    I know having people follow you on social media would seem to make sense, but that’s not what’s likely to happen.

    Seriously, it won’t.

    Because… you can’t compete with cat videos and the latest news.

    Your website visitor will forget about you right after they go ‘check out’ your social media account. Those top trends will catch their attention, or maybe you’re tweeting a hashtag that interests them.

    Then, click, they’re gone!

    Yes, your website may still be open in one of their browser tabs, but so are a million other things.

    A million other things they will never return to.

     

    Here’s the solution – remove the teleporters!

    So, what do you do on your website?

    First up, you remove those teleporters at the top of your home page.

    The ones that present an invisible doorman who says, “Hey, nice to see you, now here’s the way out!”

    Remove them.

    Now.

    Don’t wait until whenever.

    Get rid of them.

    And here’s the bigger reason why. It’s not just that most website visitors will spend mere seconds on a site before they leave (and you don’t want to push them out the door any faster). No, there’s another very good reason.

     

    New visitors need time to get to know you

    If they’re new to your site, they don’t know you yet. So, why would they follow you? There are so many people to follow. So many shiny accounts.

    You need to ensure that you hook their interest in you first.

    That means your website has to hold them for longer than a few seconds. You want to entice them to pull up a chair and browse your site.

    You want them to get to know you and your work.

    And you want to remove anything that will push them out the exit fast.

    This also means you need to watch where you place outbound links.

    You want your website visitor to have time to look around before they get tempted with anything clickable.

    So, where do you put social media icons?

    I have personally removed them completely for the time being, but you can put them at the very bottom of your page, in your footer. That way, your visitors have the chance to read your content first.

    And if you’re finding social media addiction is interfering with your writing time, here’s an old post I wrote on social media blockers. I use Cold Turkey – the free version. There’s a paid version too which I haven’t used.