Writers write – it’s what we’re good at. And when we aren’t writing? We’re usually thinking about writing. Maybe it’s a new plot for a story or novel. Or it could be thoughts for a pitch of an article we want to contemplate. Our brains constantly cycle around the written word and how to assemble sentences into new, coherent thoughts. That’s what we’re best at. (At least, one hopes you are. There probably are a few people running around out there using the “writer” label with no rights to the title. And you know who they are, despite the fact they have publishing credits) Whether you focus on the fiction side of things or freelance in the real world, you find vocabulary fascinating.
At least, until you have to apply it to YOURSELF.
Writers are readers. So it doesn’t take much to drive us into a bookstore, over to a magazine rack, or even up to the newsstand. Words – silent, printed words – exude a siren song we can’t resist. This is why we usually have a giant stack of books somewhere in our house we add to with a solemn promise of, “I’m going to read these – eventually.” But for other people, they need something else to guide their feet in the same direction. The sensation of the eyes skimming over text isn’t enough for them. And that’s where marketing campaigns come in. Flashy advertisements (or, I’ll admit it, movies and television adaptations) engage their interest and connect them with a book cover, magazine photo spread, or news headline. And for the biggest publications out there, you’ll find teams of marketing geniuses capable of producing slick campaigns that can catch the general public’s attention. Yes, you knew about a book years ago, but suddenly your family members start talking about it over the dinner table as if it just hit the shelves. All courtesy of some well-placed advertisements.
But the average writer doesn’t have access to those teams. If they want to see the same level of promotion, they need to rely on themselves. And that’s a daunting task. Remember, writers are – by and large – introverts. But marketing requires an extrovert’s talents. You need to reach people out in the public eye, branch out into the social media feeds, and engage in discussions with people you’ve probably never met. Not only are you attempting to write, but you’re also trying to SELL. And the product? YOU.
Which is usually where your words disappear.
Writers shoulder the responsibility of marketing most of the time. Yes, even those bestsellers out there. Publishers might pitch in here and there, but not to the extent you think. And if you’re a freelancer? No one’s going to do the work for you. You’re on your lonesome to get your name out there and attempt to attract attention to yourself. (Good attention, by the way) You can’t sit back and hope the world will happen to stumble onto your phenomenal writing and flock to your door, begging you to solve their writing woes. (I mean, you CAN, but you may need to start that process as an infant because the wait’s going to be a whopper) If you want people to sit up and take notice, you need to break out your soapbox and bullhorn and start performing for the crowd. Ideally, with the same wit and competency you use in your day-to-day work.
Talk about insane pressure! We’re writers – not entertainers! Even with a background in theatre, I don’t feel confident when I grit my teeth and sit down to handle my marketing work. It’s a chore – with all of the attendant negatives we assign to that word. How am I supposed to convince anyone to follow me on social media, subscribe to my blog, believe I’m a confident writer? In the moments when I’m picking out quotes, designing graphics, or deciding on topics to write about, I’m NOT confident. And when I finally send out my little blips of marketing and self-promotion? I get crickets in response. (Unless I happen to slide the Minions into the mix. They always get tons of responses) But this necessary evil? It’s part of being a writer, a freelancer.
And you have to keep pushing through the reality of the work. If you’re committed to the lifestyle of a writer, anyway. (Ha, I said lifestyle. As if we’re doing something more than sitting at a keyboard all day) You need to figure out what to say about YOU, how to set yourself apart from the millions of other writers out there. And you need to remain true to your identity in the process. Not to mention realistic. Are you ever going to garner the same kind of response as a model? Or a cute pet? Nope. Will you spark endless threads of debate the way a political issue might? Probably not (you might, depending on your chosen genre). But does that mean you need to throw in the towel and give up? Of course not!
No one’s going to handle your self-promotion for you. And while it’s frustrating, and your brain turns off when you try to figure out what to say about YOU, it’s a process. One I’m struggling my way through a little more each day. But I’m getting a pattern down that I’m happy with. You can do the same thing. Think of ONE thing you can add to your schedule that fits the concept of marketing. And then work from there. What do you have to lose?