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August 5, 2020 by Laura Resnick

Nink: Social Media Promotion, Part 1 ~ Best Practices for 2020

This article, written by Mindy Klasky is from the August 2020 edition of Nink, the monthly newsletter of Novelists, Inc. (NINC). Nink, which is packed each month with informative articles for career novelists, is a benefit of NINC membership.

Author Note: Social media remain a linchpin for many authors’ promotional efforts. This article outlines five current best practices for five of the oldest, best-established social media networks: Facebook, Instagram, Pinterest, Twitter, and YouTube. Next month, we’ll look at some newer players in the field, including LinkedIn, Snapchat, Tik-tok, Tumblr, WeChat, and What's App. Please note, paid advertising on social media platforms is beyond the scope of this article.

No author can possibly interact with readers on all social media channels; there simply aren’t enough hours in the day. Successful promoters pick and choose among platforms, selecting the ones that play to their strengths (e.g., long and detailed essays, short and witty observations, photos, or video.)

While many services allow authors to create one post and disseminate it across multiple platforms, those distributed posts might not put the author in the best promotional light, because each platform’s users expect interactions consistent with the platform’s design. (For example, Twitter’s 280-character limit means that a long, insightful observation about the publishing industry will be reduced to a hyperlink or Twitter thread many users will never follow.)

The following best practices should help authors identify the social media networks most in line with their skill sets. All facts and figures on social media usage cited below come from the Pew Research Center’s Social Media Fact Sheet, which was last updated June 12, 2019.

Facebook

Facebook, the second-most-popular social media platform in the United States (after YouTube), counts approximately 69% of US adults as users. Among all Facebook users, 74% visit the site daily, and an additional 17% visit the site weekly.

Facebook applies complicated often-changing algorithms to determine which posts to show to which accounts. While the precise nature of those algorithms is secret, the system favors posts that generate a great deal of interaction (likes, shares, and comments) from users. In recent months, the algorithms seem to favor the distribution of posts from the profiles of family and friends over those of commercial pages.

Polish your cover photo. (“Cover photo” is Facebook’s term for the banner at the top of a profile, page, or group; it is not the “profile picture,” which is often a user’s portrait.) Your cover photo, which is your first chance to snag a passing user and make them a fan, should reflect your brand, instantly conveying your genre and your specific books. View your cover photo on multiple devices; the entire photo is not visible on mobile devices. As there are still millions of users who access Facebook via computer make sure your cover is optimized for that platform. The new desktop interface places a user’s profile picture in the bottom center of their cover photo (a change from past placement, to the lower left.)
Engage your followers. Facebook’s algorithms promote posts that receive a lot of engagement. Therefore, authors should post with the specific goal of creating interaction. Consider asking direct questions (especially ones with easy, straightforward answers). Acknowledge responses to your posts by clicking “like,” adding stickers, or making a comment. (Those acknowledgments build a personal bond with your followers. At the same time, they increase your points of contact with your followers for future Facebook algorithms.)
Use videos and images. According to Social Media Today, more than 8 billion videos are viewed on Facebook every day. Still photos, memes, and other images also catch readers’ eyes as Facebook posts scroll by. Similarly, short text-based posts stand out when accompanied by one of Facebook’s prepared background designs.
Create groups. While Facebook notoriously limits the visibility of posts to profiles and pages, they give far greater visibility to posts made in groups. Rumors abound that Facebook will start to charge for group; however, no charges are yet in effect. Your groups can be relatively small (e.g., a street team or an ARC team) or quite expansive (e.g., a book club for your genre.) Many authors foster the appearance of exclusivity by making their groups private.
Avoid hashtags. While Facebook supports hashtags, they are not commonly used on the site. If you do use hashtags, never use more than two in a single post. Multiple hashtags may send a message to Facebook’s algorithms that your post originated on another social media network.

Instagram

Approximately 37% of US adults use Instagram, with 63% visiting the site daily and another 21% visiting the site weekly.

Deliver quality posts. Of course, all social media require quality posts—but quality photos really matter for Instagram. Learn your camera’s settings. Consider creating a uniform feel by using the same filter on all your posts or by adopting a color scheme for specific periods of time.
Use hashtags. Instagram followers respond well to two types of hashtags: A) Long, witty, and entertaining hashtags that may be unique within the Instagram world and B) Precise, common hashtags that link communities of users. Study the hashtags commonly used by authors in your genre and plug into their networks.
Use stories. Stories are built from images and video, with added text, GIFs, stickers, filters, and polls. They last for 24 hours before disappearing from your feed.
Run a contest. The best contests are simple ones—ask your followers to comment on one of your posts, then select a winner. You don’t have to give away expensive new technology like a Kindle or an iPad; instead, you can award your own ebooks. If you run a contest, make sure you follow Instagram’s rules.
Remain social. Perhaps because of the relatively sparse textual interaction on Instagram, many users forget to engage with their followers. Respond to comments, answer questions, and thank people who compliment your posts.

Pinterest

Approximately 28% of US adults use Pinterest. Statistics about daily and weekly visits are not readily available.

Pin fresh content. Fresh content goes beyond merely adding new pins. Rather, Pinterest wants to encourage the addition of pins that aren’t available anywhere else on its site. If your pin isn’t unique, consider adding unique (but relevant) titles, using a different font in the text overlay, and using different graphics, patterns, or colors. (Generally, it’s not sufficient to use only one of those methods to create content considered “fresh” by the Pinterest algorithms.)
Pin the most important items first. The first five pins you post each day will get more engagement than the rest of your board, no matter what time of day you make those pins. Consider which items are most important and pin them first.
Emphasize quality over volume. Pinterest finds more value in quality pins (fresh content, quality images, etc.) than in the number of pins you make. Use your limited social media time to create consistently good pins, rather than a multitude of mediocre ones.
Use keywords. Keywords increase the value of your pins to Pinterest users. Use keywords in descriptions, focusing on the terms a user is most likely to type when trying to find content like yours. When possible, include relevant keywords in your profile and board descriptions.
Limit use of group boards. Pinterest created group boards to allow communication about specific, limited content. Over time, those group boards became ways for authors and others to cross promote. Pinterest has now indicated that it will provide greater distribution of relevant individual boards, rather than group boards.

Twitter

Approximately 22% of US adults use Twitter, with 42% visiting the site daily and another 29% visiting the site weekly.

Optimize your profile. Make sure your handle is short and simple, without extra characters. (Consider creating a new account if your handle is hard to use and remember.) Review your bio, the first thing on your profile that most people will see when they consider following you. Don’t forget to use relevant hashtags to integrate your profile into existing Twitter communities.
Pin a tweet. Create your very best content, and then pin it to the top of your feed. Along with your bio, a pinned tweet is your “first impression” to newcomers. Consistently put your best foot forward, including when you change your pinned tweet when launching a new book or series.
Build relevant followers. Early marketing efforts on Twitter emphasized increasing the number of followers and harvesting contacts without regard to how relevant those accounts were to yours. Contemporary best practices emphasize building relevant followers—authors, readers, agents, editors, etc. Consider trimming your list of followers so that you’re only broadcasting to people who are interested in you, your books, and your genre.
Engage your followers. As with most forms of social media, followers want to communicate with the genuine “you” (or, at least, your genuine author persona); they aren’t looking for sales pitches and endless promotion. The oft-cited 80/20 rule remains a useful guideline—spend 80% of your time engaging with your followers and only 20% selling to them. (Engagement includes responding to your followers’ tweets, retweeting, and @mentioning others. You might also ask relevant questions, conduct polls, and tweet about trending news. Humorous accounts tend to thrive on Twitter—possibly as an antidote to the flamewars that tend to rage on the platform.)
Use visuals. As with other social media, visuals are increasingly important. Followers engage more with photos, videos, and other media than they do with long strings of hashtags.

YouTube

YouTube, unlike other social media, functions as a search engine, allowing users to initiate research queries. Arguably, this “search engine” function exists separately from the site’s “social media” function. Nevertheless, approximately 51% of US adults visit YouTube daily and another 32% visit weekly, making YouTube the most popular social media site in the country.

Create quality content. YouTube’s primary goal is keeping viewers watching. Therefore, the site’s algorithms heavily favor “sticky” videos, so create your videos with that goal. Eliminate fluff from your introductions, and get to the meat quickly. Script your videos so you don’t have dull moments where a viewer might exit. Provide interesting visuals, like graphics, animations, and changing backgrounds to break up your speaking.
Optimize your title. You want viewers to choose your video over all the others reported following a search. To maintain energy, keep your titles short, use relevant keywords, and keep in mind the words and phrases people are likely to use when searching for videos like yours
Use compelling thumbnails. Most of your viewers are going to see your thumbnail at a tiny size. Therefore, use bright, contrasting colors (ideally not red, white, or black, because those are the colors YouTube uses for its own design.)
Create playlists. Remember—YouTube wants to keep people on its platform. Playlists make that easy, by presenting viewers with jumping off points for their next video. Create playlists for your videos and display them on your channel page.
Recruit subscribers. Once you’ve invested time and energy in getting people to watch a video, you want them to watch all your future videos. Encourage them to subscribe to your channel. Add a Subscribe button to every end screen, to capture people before they leave the “territory” that you control.

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USA Today bestselling author Mindy Klasky learned to read when her parents shoved a book in her hands and told her she could travel anywhere through stories. As a writer, Mindy has traveled through various genres, including romantic comedy, hot contemporary romance, and traditional fantasy. In her spare time, Mindy knits, quilts, and tries to tame her to-be-read shelf.

July 20, 2020 by Laura Resnick

Nink: Lifestyle Brands ~ Next Level Trademarks

This article, written by Mindy Klasky is from the July 2020 edition of Nink, the monthly newsletter of Novelists, Inc. (NINC). Nink, which is packed each month with informative articles for career novelists, is a benefit of NINC membership.

Hey! Author! What’s your brand?

In general, authors are increasingly sophisticated about branding. Many of us use slogans, taglines for our websites and emails. We have logos—general ones for our websites and specific ones for our series. We use trademarks such as series names to convey the source of our books. We use color schemes and fonts and designs of book covers and websites to make ourselves recognizable to our readers.

But few authors have conquered the next frontier in branding: becoming a lifestyle brand for their readers.

What is a lifestyle brand?

A lifestyle brand embodies the values of a specific culture or community for marketing purposes. While a simple trademark indicates the source, sponsorship, or origin of a product, a lifestyle brand goes further, inspiring and motivating consumers.

Nike is a classic lifestyle brand. Its familiar “swoosh” logo and its slogan Just Do It do more than connote the manufacturer of a T-shirt or a pair of shoes. Instead, Nike inspires its customers to compete, to rise above ordinary limitations and to achieve the impossible every day.

Similarly, Southwest Airlines embodies the notion of a lifestyle brand. Expanding on its start at Dallas’s Love Field airport, the low-cost, no-frills airline incorporates “love” into its marketing, from a heart logo on its planes to heart-shaped swizzle sticks for drinks. That “love” is further conveyed for customers through the airline’s forgiving cancellation fees and luggage checking fees. Even the in-flight magazine is filled with empathetic stories advancing the notion of Southwest as an airline that cares for its customers.

As a result of their extreme enthusiasm, lifestyle brand consumers are more likely to remain loyal, regardless of the price of their beloved goods. Therefore, most lifestyle brands convey a sense of luxury—or a thrifty aversion to luxury. In addition to Nike and Southwest, popular lifestyle brands include Apple, Lululemon, and Mrs. Meyer’s.

Lifestyle brands create such an emotional connection that their consumers are often described as members of a “cult.” For example, one of the most popular blogs about Apple products is online at cultofmac.com, and thousands of articles reference Apple products, Apple founder Steve Jobs, and cultish behavior.

Can people be a lifestyle?

Individual people can successfully market themselves as lifestyle brands. For example, Oprah Winfrey has a cult following, willing to follow her from television to movies and from magazines to bookstores. Similarly, Gwyneth Paltrow has crafted a lifestyle brand that transcends her career in film.

As with Nike and Southwest Airlines, these individuals promote a way of life. Oprah inspires her followers to realize their potential, repeatedly asking her viewers, readers, and followers to define their own dreams and develop plans for achieving them. Gwyneth fosters a more introspective inquiry, urging her followers to explore the mind-body connection. Both of these women guide their followers to a more complete, more satisfying life, with the not-so-incidental endorsing of products along the way.

Neil Gaiman is one of the few authors who has achieved this status. Gaiman writes in a wide range of genres, inspiring his dedicated followers to follow him from graphic novels to adult novels to middle-grade books to children’s picture books to retellings of Norse myth. His public appearances are mobbed by faithful readers who wait in line for up to ten hours for his signature. Avid fans permanently tattoo themselves with references to Gaiman’s books. For several years, he has sold out events styled as “An Evening with Neil Gaiman,” where entertainment takes the form of whatever interests him at the moment—songs, dramatic readings from his books for adults or children, or simply answering pre-submitted questions from the audience. Gaiman isn’t promoting a specific book; rather, he’s promoting himself.

Arguably, authors’ characters can become lifestyle brands as well. Ian Fleming’s MI6 agent, James Bond, has been portrayed by six different actors in two dozen movies. Regardless of the specific image on the screen, the suave character’s luxury tuxedo, martini, and high-end cars become aspirational for avid fans. That enthusiasm persists even though Bond himself does not exist.

Can a lifestyle brand be crafted?

Sadly, there’s no exact formula for developing a lifestyle brand. (If there were, of course, every trademark owner in the world would apply it, basking in the power and prestige of cultishly devoted fans.) There are, however, some marketing methods that make “lifestyle” status more likely:

Focus on the reader. How can you, the author, make your readers’ lives better? Can your books or your online presence answer questions, meet their emotional needs, or otherwise solve their problems? What community can you build for your readers? Can you give them an online home, such as a Facebook group? What about a forum to communicate with you and with each other? What unique aspects of culture can you offer your reader? Can you develop a catch-phrase or slogan and offer it on merchandise? Can you foster inside jokes with a unique vocabulary in the places you share with your readers? Can you create merchandise for them to identify themselves and each other in public spaces?
Keep it simple. At the same time that you’re building solutions for your readers, remember to keep your presence simple. Use a logo, but keep that design as straightforward as possible. (Think of Nike’s “swoosh” or Apple’s line-drawing of a bitten piece of fruit!) Use a distinctive font, but be certain it’s legible. You never want your fledgling community of fanatics to need to work hard to join you.
Maintain consistency. Once you’ve identified your simple logos, fonts, and other trademarks, use them consistently. Maintain a uniform color scheme. Apply similar designs to all of your social media. Communicate frequently with your readers on a regular timetable—releasing books, sending newsletters, posting to social media, and reaching out in other regulated, predictable ways.
Reach out to influencers. Every community has powerhouse members, people who enjoy an out-size effect on others. Some influencers can be courted with honest communication. Others are swayed by the offer of free books. Still others offer their influence for purchase, especially in the high-powered world of YouTube influencers. A high-powered influencer can be the difference between a merely successful brand and a powerhouse lifestyle brand.

Dangers of lifestyle branding

Building a lifestyle brand requires a substantial investment of time, to study readers’ behaviors and to develop solutions for their problems. It also requires a substantial investment in energy, to become consistently present in your readers’ lives. Most lifestyle brands also invest substantial money in reaching their audience, purchasing advertisements wherever their followers are likely to be found.

In interviewing authors for this article, I uncovered another potential danger to lifestyle branding: alienating readers who perceive authors as being too wealthy. Multiple authors reported a negative response among their readers when the authors displayed cars, shoes, or other purchases that were perceived as luxury goods. The authors were chastised for charging too much for their books or for wasting time playing when they could be writing. The affected authors noted that upset readers did not have a similar reaction to actors, athletes, or musicians sharing similar high-end acquisitions; there seemed to be a negative reaction unique to authors’ sharing.

(Of course, not all lifestyle brands connote wealth or luxury, and sharing one’s high-end purchases is only one way to build a devoted community. Anecdotes from a subset of authors are not hard data. Older authors such as Danielle Steel and Jackie Collins certainly built careers as “glitzy” authors, with a flamboyant style. But contemporary authors might choose caution if they’re building a luxury lifestyle brand.)

Building a lifestyle brand isn’t easy. But with a focus on existing readers, a simple, consistent message, and the amplifier of community influencers, authors can build communities of dedicated readers that might make the leap to true “lifestyle” status.

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July 5, 2020 by Laura Resnick

Nink: Maintaining Momentum ~ How To Avoid the Dreaded Saggy Middle!

This article by Joanne Grant is from the July 2020 edition of Nink, the monthly newsletter of Novelists, Inc. (NINC). Nink, which is packed each month with informative articles for career novelists, is a benefit of NINC membership.

An impactful opening will hook your reader and quite rightly, there is a lot of emphasis placed on writers to get those first chapters right. And then there’s your ending. If you’ve done a great job, your ending will leave your reader feeling great about the time they’ve spent with your characters and are more likely to come back for more of your stories.

But what about everything in-between?

Whatever genre you’re writing, whatever the word count, there’s a lot of “in-between” that has to be just as engaging and memorable. After all, what’s the point of that fantastic finale if few readers make it there! But I know that writers can struggle to maintain momentum through the mid-section and are in danger of developing a saggy middle.

In this article I will focus on the often-overlooked middle by highlighting common symptoms and causes, and then suggest some toning exercises.

What does a saggy middle look like?

As a reader, you know when you’re in saggy territory because you find yourself losing interest, skimming the pages, in short – you’re bored! This could be because:

There’s nothing really happening – it’s all a bit dull
Or there’s lots happening! It’s all action and excitement, yet … it leaves you feeling flat
The narrative is confused, repetitious or waffley

What is going on? The chances are — not a lot. And there sits the problem. You’re wading through a sludge of filler because nothing significant is happening to move the story forward in an engaging, meaningful way. This is key:

Every scene, within every chapter, should be moving the story forward. Whether through plot, character motivation, emotions, conflicts, character development — something should be shifting, moving, propelling the reader through.

Without this forward-moving momentum, the pace will stall, your middle will sag, and readers will start to lose interest.

You know what sagging middles feel like as a reader, but how can you recognize it as a writer? Or when you feel like it might be sagging but aren’t sure? First, let’s identify whether your mid-section is in trouble.

Signs you’re developing a saggy middle

You’ve lost interest in writing your current story. In fact, your head may be half-way into a different story. If you’re bored, your reader will be too!
Your writing feels mechanical, you’re losing your natural voice and spark, and everything you write seems to lack the energy you created in the opening.
You find yourself checking your word count every half an hour (or more!), willing it to have magically shot up a few thousand so you can move on to the next exciting part of the story.
Your characters are repeating themselves — in actions, thoughts or conversations. In fact, they have run out of new things to say to each other!
You find yourself describing the mundane. It may be real life, but it probably isn’t that interesting to read.
You throw in some action — another sex scene, another fight — because, it’s exciting … isn’t it?

Does any of this sound familiar? If so, your writing is displaying some of the symptoms of a saggy middle, but the good news is that there are ways you can tone it up!

Two exercises to tone up the middle

Scene by scene analysis

We’ve established that every scene should be moving something along, so a good place to start is by looking scene by scene and asking: what purpose does this scene serve? Here are some elements to focus on:

Characters: What have you learned about them? Have you revealed anything new to the reader, to another character or even to themselves? What has changed within them, or is the aim to show that they haven’t/can’t change?
Emotion: Have the emotional stakes shifted? Have emotions changed in the scene — from hopeful to anxious; from insecure to content; from in love to feeling betrayed?
Conflicts: Check your conflicts. If you haven’t noted a change in the above two points, it is likely your characters have stalled in their development and character arc: perhaps conflicts have been resolved too soon. This could also signal that the conflicts are simply not strong enough to sustain the story.
Plot: What is happening in the external action of the story — has the plot progressed?
Repetition: Is there any repetition of information, action, behavior from what has come before? Question whether the repetition is necessary — to emphasize a point, flag it as important to the reader — or is it just repetition with no purpose?

If you consider each of these elements and nothing has shifted from the beginning of the scene to the end of the scene in a meaningful way – then your scene is contributing to the sag, it is just filler dragging down the pace. However, just a note on some of those calmer scenes.

You may have a scene where everything is seemingly static and you can’t decide if it should stay. A moment of calm in the story can be a welcome moment of relief – it provides a sense that everything is going to be fine after all. Such scenes have much more impact if the scene that follows has high drama, this becomes the purpose of the calm scene. The trick is not to linger too long in the calm otherwise the pace will drop. And it never hurts to plant a seed of doubt that all is not well to propel the reader on.

Identifying where the sag began

It is often not the middle’s fault that it lacks tone – it really does get a bad reputation! Instead, the problem likely originated elsewhere so it’s important to detect exactly where:

Look at the chapters that came before. It may be that your opening doesn’t have such strong foundations after all. What threads did you start that need continuing, what has been resolved too soon, or even forgotten about? Revisit your early chapters and check that your scenes have purpose here too.
Think about your ending. You might find that you are meandering through the middle of the story because you’re not quite sure where you’re going, or how you are going to get to the end. This may be the time to focus on your story outline and synopsis to make sure you are heading forward with purpose.

Now on to the painful point…

Sharpen those editing tools!

You’ve identified which scenes have purpose and which don’t and where the problem originates from, so it’s time to get editing, and you may need to get brutal! No one said this was going to be easy…

Work on your saggy scenes to ensure there is purpose: that it links to the what has gone before and pushes forward to what is about to happen.
Once you’ve made sure that your scene has purpose, check it for any unnecessary description, exposition, repetition — basically cut the waffle! We’re trying to tone that middle, not hide all that great work under layers of padding.
Adding purpose is not the same as an information dump! If you have a lot of information that needs to be shared by the mid-point, make sure those crumbs are dropping in sparingly before you get there.
Sometimes a saggy scene can’t be toned up. You need to be objective and honest. Even if you like the scene, if it isn’t doing your story justice, it’s time to let it go. This could be mean losing a whole scene — it’s time for the chop!

And now breathe… How are you feeling after your workout? I hope you are feeling much more confident about how to tone up the middle of your story and have recognized that it deserves to be lavished with the same love and attention as the opening and ending.

Now, someone pass the cookies – I think I’ve earned one!

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Joanne Grant is an editorial coach with over 16 years of editorial expertise working for the global bestselling publisher Harlequin. Joanne has edited hundreds of romance novels over the years and understands how to coach authors of all genres to deliver their best work. If you’re interested in finding out how she can help you achieve your writing goals, get in touch – Joanne loves to chat! You can find Joanne on Twitter @JoanneMGrant and Facebook at JoanneGrantEditorialCoach.

June 15, 2020 by Laura Resnick

Nink: Writing During a Pandemic ~ Intuition and Self-Awareness

This article, written by Denise Agnew is from the June 2020 edition of Nink, the monthly newsletter of Novelists, Inc. (NINC). Nink, which is packed each month with informative articles for career novelists, is a benefit of NINC membership.

In April and May, I detailed how authors found a way to push through hard times and continue to work. This month focuses on ways you can discover inspiration, even during a pandemic.

Let’s get personal

When the COVID-19 pandemic started, my generally calm interior started to wobble. I felt a little like the heroine of a disaster movie, preparing to jump over an enormous crack in a glacier shelf as it hangs by one inch of ice. I was startled and disappointed that my steel backbone wasn’t holding me up the way I wanted. After all, I’m in an advantageous position in comparison to many. I can work from home and my husband has a secure job where he can also work from home. However, I didn’t factor in that extra stressors might toss me off balance.

Even before COVID-19, my stress level started to rise in December when we discovered my dog had a mass cell tumor in one of his legs and would require surgery, chemo and radiation. Taking my dog for radiation in Tucson, which is 175 miles round trip, exacerbated my stress. For three weeks, I dropped my pup off at the vet on a Monday and he’d board there all week because he was receiving treatments every day. Friday I’d return to pick him up. (The good news is the treatments worked well and my dog is now healthy.)

The stress took its toll, and I started meds in February, after being diagnosed as having a mild case of hypothyroidism. Between the stress and starting meds, I lost more weight than I intended.

What’s the point of me revealing this about myself? I expected the stress to block my creativity. It did, but not as much as expected. I’ve worked on a screenplay, and I’ve even started a new novel.

Here’s what I did to keep the creativity flowing—I focused on intuition.

I spent many years denying my intuition always works far better than if I try to “logic” myself into a decision, even though evidence repeatedly showed I made my best decisions by following my gut. Now I’ve become far better at allowing my intuition to guide me in everyday life, including how I approach my muse.

I’ve discovered many writers struggling with creativity have abandoned their intuition, or perhaps they have never used it.

This means when my intuition told me to write a “pandemic time period” romance, I went with it. If instead I’d told myself no one will want to read that story in the coming months or years, I wouldn’t have started it. My guess is there are dozens of writers out their struggling to create even though they’ve got an idea calling. Take advantage of this inspiration. Don’t allow yourself to allow “logic” to stifle creativity by telling yourself the idea isn’t worthy.

Why do we deny intuition has value? Answer—it’s too uncertain and scary. In the Western world, we are geared toward an “outline until your eyes bleed” work process. Even when people tap into their intuition, they don’t always know that’s what they are doing. Maybe now is a good time to experiment with an outside-of-the-box approach.

How can you experiment with letting your intuition lead your creativity? Here are a few tips:

Experiment with writing by the seat of your pants. If your writing is feeling clogged up during the pandemic, consider trying to write a story without an outline. It can be a story just for you. Let it rip and allow yourself to play. You never know where that story could evolve, and that’s a good thing. Go with inspiration and not logic to free up space for new ideas.
Grab some paper and solitude. Take a favorite pen, paper, and schedule time when you won’t be disturbed. If you are locked in your house with other people this might prove a challenge. Schedule it anyway and don’t allow others to derail you. If the weather allows, you might go outside. Put on favorite soothing music, or “theme” music that goes with a story idea you already have. Set a timer for 10 minutes. Close your eyes and let images roll around in your mind’s eye. Don’t try to make those ideas conform to a story. When the timer goes off, immediately write down the images, thoughts, and feelings that came to you. Don’t be concerned if the things you wrote do not seem to embrace a coherent story idea and sound like gibberish. Don’t trash it even if the ideas seem mean-spirited or contrary to the way you’d like to think of yourself. Most of us try to be good people, and therefore we repress recognizing that we don’t always have charitable thoughts. Write it down anyway. You might find a story idea or tidbit immediately. If you don’t, that’s okay, too. Save what you wrote. These ideas and images might be useful for a project down the line.
Do more reading, not less. If there is an old favorite you haven’t read in ages, why not read it now? Oftentimes, reading something you loved (yes, even a children’s book) can rev up your creativity. Don’t overthink. Just enjoy. If an idea comes for a new story, or if it inspires your current project, it is all good. Write down the idea, no matter what, even if it sounds wild or is out of your typical genre.
Look to your dreams. If you remember your dreams, immediately write down what you recall as soon as you awaken. Not every dream may evolve into a story down the pike, but you never know.
Reconnect with nature. Depending on your current weather, can you sit outside for a few minutes or take a walk? Even a gentle stroll could refresh you physically and get your creative blood flowing. If your weather isn’t cooperating, what can you write down about that weather that could shape or change a current project or inspire a new project?
Watch some television. In our productivity-oriented world, people sometimes say watching television is a waste of time. Can it be overdone? Of course. Moderation is key. When I mentioned reading more and not less, I think that also goes for television. If there’s a beloved movie or series that always makes you feel good or gives you creative ideas, why not find some time to watch it? Binge on whatever provides comfort and satisfaction.
Write down what makes you feel good. Simply acknowledging what lifts you up can refresh your memory of it and could generate creativity and a sense of profound well-being. Many times people use journals to express their unhappiness. See if you’re spending equal time to remind yourself of what is working right in your world and how grateful you are.
Acknowledge possibilities. Write down every idea you’ve had about something you want to create in your writing world, even if it seems impractical. In our society, we often downplay loving to do something and devalue that experience. It goes straight back to the idea that if you enjoy doing it, it must somehow be unproductive or not worthy. I’ve coached a number of writers who’ve discovered that they want to write about XYZ and haven’t because of outside influences and fears about what other people will think.

I hope these ideas give you some inspiration. Now is the time to discover new facets of your creativity you’ve always wanted to explore.

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Denise A. Agnew is the award-winning author of over 69 novels and screenplays. Denise’s novels Love from The Ashes and Blackout were optioned for film/TV by Where’s Lucy? Productions, Bright Frontier Films and MDR Entertainment. Denise is a Writer/Producer (Where’s Lucy? Productions, Happy Catastrophe Productions, Bright Frontier Films), a paranormal investigator, Reiki Master, and Certified Creativity Coach. As a creativity coach, Denise assists anyone in the creative arts to maintain lifelong creativity. You can find her at www.deniseagnew.com and www.creativepencoaching.com.

June 5, 2020 by Laura Resnick

Nink: Be Your Own PR Person ~ The Real Secret To Writing A Good Press Release

This article, written by Michele Dunaway is from the June 2020 edition of Nink, the monthly newsletter of Novelists, Inc. (NINC). Nink, which is packed each month with informative articles for career novelists, is a benefit of NINC membership.

In a previous installment, we worked on the idea of your “Home Base” or your key message. This concept revolves around the idea that you don’t have to hire an expensive public relations firm to be able to stay on message with the media, and that with a little work, you can develop and disseminate your own talking points.

In this article we’re going to focus on what really matters when you write a press release. What we won’t focus on is stuff you can learn when you go online and Google “press release samples.” When you do that, dozens of images are going to pop up and they will tell you exactly what needs to go where. They’ll tell you what you need to include and give you sample formats where you can slot your words right into the fields of headlines and body copy and contact information. Easy peasy. Poof.

You’re done… only to have your hard work sent off and immediately deleted and discarded. After all, how many pieces of email come into your inbox only to be deleted unread? How many newsletters do you send to your readers that do not get opened, or if opened, are not really read or converted into sales?

Before we go on, I’m going to send you to this site. Seriously. Go read it. Or give it a quick skim.

While all that information is relevant and important, you probably overlooked one line that seemed like a throwaway: “Don’t waste the journalist’s time with a long-winded, self-absorbed introduction to yourself or your business. They probably don’t care.”

I’m going to repeat that last part: “They probably don’t care.” It’s tough to hear, but true.

What’s in it for them?

I ask my high-school journalists two critical questions when I’m coaching them on writing their news and feature stories: “Are you bored writing this?” and “Why should the reader care?”

Think about it. Every year there is a homecoming dance. Every year there’s a varsity football team. Every year there are final exams. School starts sometime in August. Graduation is always the first Saturday of May. For 17 years, I’ve guided my students through the creation of award-winning yearbooks. We know, every year, we’re going to cover the exact same stuff.

So do newspapers. There will be the sweet stories published on Valentine’s Day. There’s all the election coverage that ramps up every two and four years. 2020 was a leap year, and of course a story on leap year babies ran. The same principle applies for magazines. Fashion follows a cycle, so does sports, so does gardening, etc.

Your book release is one of all the other book releases out there, and with the advent of self-publishing, the noise of those wanting to be noticed is even louder. In order to get the press you want, to get to that interview stage or to get your press release to simply be printed almost verbatim if the media doesn’t have time for anything else, the content has to make the reader care. In Part I of this series published last month, this all boiled down to answering the simple question the consumer wants to know: “What’s in it for me?”

Your message map keeps you on point. However, when you looked at the sample, were you bored? Did you care? Most likely no, you didn’t care.

Pretend you’re a journalist. If University of Missouri Extension sent you a press release about one of their programs, you would look at it because you had to look at it, not because you think it’s the most exciting thing on the planet to receive.

As much as our latest book is the most exciting thing on the planet to us, it’s not necessarily the most exciting thing for everyone else. So, as the next part of your media message, you have to figure out how to make your message the most exciting thing.

Making them care

Let me digress with an example that I promise will make sense, so bear with me and please keep reading. I teach Walt Whitman, who is considered one of the most important American poets ever. Except if you’re a high-school junior in regular English III. However, I usually introduce Whitman in the last week of January/first week of February, right around the Super Bowl. Spoiler: high-school kids are into the Super Bowl. So I ask how much does a Super Bowl commercial cost for 30 minutes? (Someone will know. They always do.) Okay, I say, Apple made this commercial a while ago and not only paid for a minute and a half or airtime (we calculate that amount in today’s dollar value), but then they had to get the rights to the voice-over you’ll hear and then film and edit it.

Then I play the commercial. Take a minute and a half and go watch how Apple introduced the iPad Air.

Kids all know Apple. They have iPhones and iPads. Some may know Dead Poets Society, and most still know Robin Williams. And let’s face it, it’s a pretty awesome commercial with excellent visuals.

By the end of the commercial, it’s clear that Apple made Walt Whitman cool again, and I let my students know that when this commercial came out, all over Twitter people were like “That’s Robin Williams’s voice” and others were “That’s Dead Poet’s Society.” We talk about how Apple built an entire campaign around the slogan “What will your verse be?” (which excites all the kids who like business class best) and how the campaign went beyond the Super Bowl. Suddenly Whitman is relevant again, and “O Me! O Life!” suddenly matters.

To get people talking, you have to make them care. You have to show them why it matters to them. The secret to making them care all comes down to this: Stories are about people, not things or events.

Your book launch is an event. Your book is a thing. You are the real story.

So how do you make the story about you, while still talking about your book and its launch? You have to find the hook that makes the reader care.

Your company has its message, but now that message must translate into newsworthiness. When editors decide what to cover, they look at various elements that make the story newsworthy.

Newsworthy elements include but are not limited to:

Celebrity and prominence: How famous or important a person is. The more famous, the more attention.
Conflict and impact: As writers we understand conflict and how it will impact or effect people.
Emotion: Emotion means the story pulls on your heartstrings. Think of the old adage “if it bleeds, it leads.” Blood, tears, and laughter get attention because we feel them in a visceral way.
Proximity and timeliness: Proximity means we care because it’s close or local, while timeliness means the story matters now and has a sense of immediacy.
Novelty and unusualness: Novelty means it’s different, while unusualness might mean it’s weird or odd—like the guy who at ate 20 hot dogs in one minute.
Human interest: Human interest is a bit of a catchall, but it’s understandable as to why we love stories about puppies, kids with lemonade stands, a girl who conquers cancer, or why we want to help when we read about those who need help.

Looking at each of these elements is how my yearbook staff and I find a new and different angle for the stories that are essentially the same event each year. Like the books you write, the characters are different. Stories are about people, not events or things.

The unique hook I often use is “teacher by day, romance writer by night.” It’s novelty. When I spoke at the Kirkwood Public Library, the press release played up I was a local native, so proximity. The article began: Twenty years ago, author Michele Dunaway was shelving books at Kirkwood Library for $2 an hour. Now the library has all seven of her books on hand and Dunaway is the library's June "Author of the Month." You can read the rest here.

Finding your hook

Now go back to your message map. Your hooks, your newsworthiness, should come from your positive, proof-positive, and more specifically, your distinguishing points. Your distinguishing points should explain how you are different from everyone else. This is your newsworthiness. What can you do to hook the person who will receive your press release? What can you do to make them care about you? Or be intrigued? Or curious?

Your uniqueness is what makes the reader care and why they will want to know more. There are tons of authors putting out books. So what makes your story the one that should be told? How can you sell them that writing about you is a different approach to the same old story?

Here’s an example from the St. Louis Post-Dispatch on Jan. 19, 2018, the fifth anniversary of the death of Stan Musial, baseball Hall of Famer, the first million-dollar player, and a St. Louis icon. The challenge for the reporter was how to find a new angle to commemorate the day of his death. Ben Frederickson started his story like this:

Swap a Stan Musial story today.
If you don’t have one, hear one.
It’s not hard.
You can’t throw a four-seamer in this city without hitting the glove of someone with one to share.
On the five-year anniversary of the day we lost “Baseball’s Perfect Knight,” find a moment to remember what made him so much bigger than the game.
I’ll go first.
Leo and Jane Garvin can’t forget their Musial story, because without Stan, there wouldn’t be a Leo and Jane.

Trust me, go read the rest of the story, hyperlinked under the word read. I’ll wait.

Now that you have, I’ll let you in on a little secret. Jane is my late father’s sister. Leo’s my uncle, and Patrick is my cousin. I don’t know Ben. I knew about the birthday party, but not about the fact there wouldn’t be Leo and Jane without Stan.

I had a reason to care when I read this article. But did you care? This story has emotion, human interest, and celebrity. If you said yes, if you kept reading even if you didn’t know Leo and Jane, or if you found yourself finding yourself thinking “this was cool,” even though you aren’t a St. Louis Cardinals fan, this is because the story is about people (Stan, Leo & Jane), not events (in this case, the anniversary of Stan’s death).

When you craft your press release, when you write your story, if you are bored, the person reading it will be, too. The secret to a successful press release is figuring out how to make the reader care, so don’t be afraid to dig deep and focus on you. Trust me, your story is worth telling.

________________________

Michele Dunaway is in her final year as the Nink editor. Writing press releases and giving interviews don’t scare her. The fact that her term is almost over and she’ll really miss doing Nink does.

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