NINC

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Nink: The Devil Is In the Detail ~ The Details That Can Undermine Your Carefully Constructed Characters

This article by Joanne Grant is from the September 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. 

Excellent characterization is the backbone to every good story. So much goes into creating believable, three-dimensional strong characters—solid back stories, clear motivations, compelling conflicts and vivid physical descriptions—but small details can be the undoing of all that good work. A misplaced ‘out of character’ moment or action can take the reader out the story, undermine the consistency of the character, and shake the foundations of believability.

To ensure that your characters are as real and unique to the reader as they are to you, in this article I’ll highlight three key areas of mindfulness when writing and self-editing your work.

Out of character behavior

This seems like an obvious one, but I’m not talking about the fun out of character behaviors that demonstrate there’s been a key shift in character development. As long as the behavior is well-motivated, the reader will love these moments as they are often the key turning points for the story—you’ve been building to them, the reader understands them and revels in the character’s unusual behavior.

Instead, it’s the small, inconsistent details that can stand out to the reader and slowly chip away at their confidence in the character, and in turn the story. Here are some examples:

  • She is an edgy, top of her game businesswoman—but she leaves a meeting because she is about to cry
  • He only drinks black coffee for breakfast—but complains later he is hungry because he skipped breakfast
  • She’s never even been kissed—but is suddenly a sex kitten in the bedroom displaying a surprisingly encyclopedic knowledge of the Karma Sutra!

In each of these examples, the intention of this behavior may be to further the plot. If this is the case—as always—motivation is key! But if you can’t realistically motivate them to behave in this way, or there was no specific intent behind the behavior—the inconsistency should be eliminated.

Let’s take each example in turn:

  • You want to demonstrate that your steely businesswoman is so emotionally affected by this meeting she cries, so show why she has been moved to this extreme! But if her tears are not integral to the plot—the intention is just to show that the meeting has got to her—think about how she would react that is more in keeping with her character.
  • For our coffee drinking hero—this could just be a slip of continuity—if he never has breakfast, he can never miss it, so clear up this inconsistency. Believe me, readers do notice these things!
  • As for our sex kitten—on reflection you may realize you’ve written a sexually confident heroine because this is what comes naturally to you. Either give a realistic reason how she can be so knowledgeable (has she literally studied the Karma Sutra?!) or, re-write the scene with your inexperienced heroine in mind. But if her being a virgin isn’t integral to the plot, you may want to question whether the virgin heroine trope is right for you at all.

Out of character language

It takes time to develop and find your own author voice; however, once you do, it becomes your anchor for your readers who will want return to you time and time again. But when it comes to creating character voice—how can you make sure that their voice and the language they use is distinct from your voice and that of other characters? After all, this character came from you and whether you intend it or not and they may just accidentally share some of your verbal quirks.

Here are some examples where character language can trip you up:

  • Colloquial phrases: they hold meaning to you—based on your background and experiences—but probably have no place in your characters’ vocabulary based on their background.
  • Age appropriate phrases: using dated/old-fashioned phrases or too contemporary phrases for your character’s age can really jar and make readers’ question the authenticity of the character.
  • Culturally dissonant words/phrases: some phrases just do not translate across cultures even across shared languages, such as English. For example, Americanisms slipping into a British character’s vernacular and vice verso.

Just like a child learns from parents, and how close friends can pick-up certain phrases from each other and adopt them as their own—so can your characters—either from yourself or from other characters! This can happen in both thought and dialogue.

Being aware of this should help you spot any of these moments, and a helpful tip is to read your work out loud—or get someone else to read it to you—and carefully visualize your character as you do so. Can you picture your cultured, buttoned-up politician swearing like a trooper and complaining about the latest football scores, or a billionaire businessman exclaiming "oh, my goodness?"

Out of character physical movements

Human communication is heavily reliant on non-verbal cues.  Even though studies cannot agree on what percentage is verbal vs non-verbal, the consensus is that most of communication is non-verbal. If you know your characters inside out, you should be able to imagine how they move their body not just to get around, but to also communicate.

How do they walk, how much do they use their hands to express themselves and what about their facial expressions? Now check in on how you have described your characters physically moving about – does it match with their traits, such as age, physical ability, but also their personality? How does it match-up with their communication style?

Let’s look at some examples:

  • Your hero is in his thirties, a successful man who is fit and strong—do you think he would ever "wander" or "amble" into a room—or is he more likely to stride purposefully?
  • Your heroine is described as warm, friendly and open—but we rarely see her smile, or make physical contact with others, such as a hand on an arm, or a sympathetic look.
  • Your character is very prim and proper—would they use their hands to enthusiastically "hand talk" when they speak?

When it comes to physical movements, inconsistent or even lack of description, can undermine a character. Whereas, a little bit of detail here, can go a long way to adding a deeper dimension to your character and really bringing them off the page for your reader.

In conclusion, even when you think you’ve got the big stuff nailed down for your characters the details and trip you up. Here some final thoughts on why is this and what can you do about it:

  • You don’t know your character as well as you thought—you need to spend some more time getting to know them!
  • You are writing against type and/or experience—you may need to consider whether this character is someone you can do justice to. More research into your character type is required to make sure they sound, act and behave authentically. Watch videos, documentaries, or better still—meet real-life people!
  • You’re subconsciously writing too much of yourself or the people you know in real-life into your characters because that’s what you know! Once you become aware you could be doing this, you open yourself up to see spot it happening.

"You must know your character as you know yourself" is a phrase I must’ve repeated hundreds of times over the years and it is worth repeating again here. And if you really know your characters, and pay attention to the details, your reader will thank you!

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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.

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Nink: Social Media Promotion, Part 2 ~ Best Practices for 2020

This article, written by Mindy Klasky  is from the September 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 current best practices for five relatively under-utilized social media networks: LinkedIn, Snapchat, TikTok, WeChat, and WhatsApp. (It also includes a brief update about Tumblr.) Last month, we looked at some of the more established players in the field: Facebook, Instagram, Pinterest, Twitter, and YouTube. Please note, paid advertising on social media platforms is beyond the scope of this article.

Editor’s Note: As of Aug. 6, President Donald Trump issued an executive order which will ban any US companies or citizens from making transactions with ByteDance, the parent company of the video-sharing social networking service TikTok, in 45 days. Trump also issued an order taking similar action against Tencent, the Chinese company that owns WeChat. On Aug. 5, Instagram debuted Reels, its version of TikTok.

 * * *

New social media networks seem to pop up every day, and as they do, authors might want to target these apps, even if there is no guarantee they will be around, for these networks attract users who are international and young. Each platform’s unique rules and configurations encourage users to develop new modes of engaging users. As with legacy social media, savvy promoters choose platforms that play to their strengths, keeping abreast of changes at those sites.

LinkedIn

LinkedIn was created specifically to connect business partners (sometimes referred to as building “B2B leads”). According to LinkedIn, the network includes over 660 million users in more than 200 countries. While some authors use LinkedIn as yet another platform to correspond with readers, the network’s strength is in bringing together publishing professionals—authors, book designers, editors, publishers, etc.—to discuss matters specifically related to the publishing business. The following best practices, therefore, focus on that business mission, rather than on socializing with readers.

  1. Optimize your profile. LinkedIn’s algorithms favor profiles that list at least five relevant skills, include a professional profile picture with an appropriate background photo, and are complete with up-to-date information. LinkedIn recently added a “Services” feature helping members highlight their range of services; authors should complete that profile section. Users can endorse the skills of business colleagues, which frequently leads to reciprocal endorsements. They can also request recommendations (personal testimonials).
  2. Be engaged. LinkedIn’s algorithms reward engagement. Therefore, users should be active.  Follow industry influencers, comment, message, add connections, and otherwise interact with other members on the site.
  3. Create long-form content. The most successful content on LinkedIn solves members’ problems by providing specific answers to users’ questions. How-to information and lists result in the most popular posts. Individual entries can run up to 1300 characters; titles of 40-49 characters perform best.
  4. Build real relationships. LinkedIn users tend to be savvy business people who don’t respond well to spam, hard-sell messages, or general posts. But users who focus on building true business relationships through the system see responses. For example, LinkedIn claims that its in-system messages (“InMail”) are 300 times more likely to receive a reply than a standard email.
  5. Observe traditional business hours. Because LinkedIn is primarily a business tool, its users are most active during traditional business hours midweek—from 8 a.m. Tuesday to 4 p.m. Thursday. Users tend to be less responsive on Mondays (when they’re catching up from a weekend off) or on Fridays (when they’re preparing to leave the office for the weekend.)

Snapchat

Snapchat is a social media network with more than 218 million daily users, the majority of whom are under 35. The mobile-phone app allows members to post “snaps”, photos and short videos that can be modified with filters, stickers, and text. Each snap has a timer, limiting how many seconds that snap can be viewed. “Stories” made of multiple snaps persist for 24 hours. (Snaps can also be saved as screenshots.) In 2019, rumors flourished that Snapchat was losing business; however, its parent company set a new record for quarterly revenue in the first quarter of 2020. Therefore, Snapchat seems likely to stick around, at least for a while.

  1. Be original. Snapchat users enjoy access to exclusive material that isn’t available on any other platform. Originality is more important than perfect photo composition, lighting, or other formatting.
  2. Show “behind the scenes” activities. Snapchat users love the impression of participating in everyday moments of one another’s lives. This makes the platform especially useful for teasing not-yet-released books, including pre-orders. Authors can also share live events, writing conferences, or one-off celebrations, such as selling the 10,000th copy of a book.
  3. Be succinct. Snapchat users are looking for fun, quick interactions. Users tend to be distracted easily; therefore, stories should be no longer than two minutes. Strip all unnecessary information from your posts.
  4. Post frequently. Since snaps disappear in 24 hours or less, frequent posting is vital to preserve your Snapchat presence. At a minimum, you should post 1-5 times each day.
  5. Partner with influencers. Like other social media network, Snapchat has established influencers who court numerous followers. Connect with influencers in your genre to spread information about your books.

TikTok

TikTok is a social media network offering short (15 seconds, by default) video content. It boasts 800 million active users, 41% of whom are 16-24 years old. The average user spends almost an hour a day on the mobile phone app. As of Aug. 5, Chinese tech company ByteDance owns TikTok.  Because of alleged national security concerns, some companies and the military have banned employees from putting the app on their phones.

  1. Complete your profile. At the moment, only select users are allowed to add a website link to their bio; however, all users can add Instagram and YouTube profiles to their TikTok profiles. (TikTok and Instagram seem to have a substantial affinity for identical or similar content; however, the feed post dimensions differ.  Instragram feed posts are 4:5; TikTok videos are 16:9.)
  2. Follow the trends. Music and dance are hugely popular, with many videos earning “copycat” viral spread. Other popular trends include lip syncs, fitness workouts, pranks, and a wide range of challenges.
  3. Make videos fun. Keep your posts humorous, and don’t attempt to engage in serious communication. TikTok’s short videos are intended to be “snacks,” not rigorous nutrition.
  4. Create unique content. TikTok users expect unique content, created and distributed within the app. Repurposed content is typically ignored; some users will call out repurposing and urge others to mock it.
  5. Unclear algorithms. TikTok is so new that no industry leaders have fully parsed its algorithms. Nevertheless, it seems as if those algorithms begin by spreading videos based on similar geo-locations. Using trending hashtags and sounds seems to boost discoverability as well. Videos (even older ones) can go viral in a flash, often because a hashtag or a sound spikes in popularity.

Tumblr

Tumblr is included on this list of  social media platforms, but its network has largely fallen into disuse. Extensive research on best practices revealed no articles more recent than 2018, with most of the articles substantially predating that. Current user data was virtually non-existent from any credible source. Therefore, authors are likely better served to focus on other platforms.

WeChat

WeChat is a social media network based in China. Its “Moments” platform allows users to post images, text, and short videos. Moments can be linked to Facebook and Twitter accounts. WeChat’s more than one billion monthly users are regularly tracked by Chinese authorities. The service censors topics it believes Chinese authorities will consider politically sensitive. At present, very little content at WeChat goes viral.

  1. Target Chinese citizens living overseas. Many Chinese citizens live abroad as students or as residents. They’re prime contacts for this evolving social media network.
  2. KOL v. KOC. WeChat doesn’t have “influencers” like those found on US-based sites. Rather, there are Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC). KOLs build up large numbers of followers, and they accept money to promote goods or services. They don’t, however, yet have the social legitimacy to make posts go viral. Instead, KOCs are perceived by many users to be less cynical and less likely to have their opinions purchased by outsiders. Even though KOCs have smaller groups of followers than KOLs, they might actually have greater influence. Focus on finding KOCs who communicate with people likely to read your books.
  3. Follow the format. WeChat posts resemble blog posts. When crafting posts, maintain user interest by getting to your main point quickly. Finish strongly, in hopes of getting users to click the “Wow” button.
  4. Hone content. WeChat posts aren’t likely to be seen by a large community of users. Therefore, it’s very important to have a specific goal for each post—provide book launch information, inform readers about sales, etc.
  5. Harness in-app search. WeChat has an internal search feature designed to help users find specific content amid the huge number of posts made on the platform. Standard SEO practices (e.g., including strong keywords in titles and headings) is important to make the best use of this feature.

WhatsApp

WhatsApp is a social media network with two billion users located primarily in India, Brazil, and other non-US countries. (WhatsApp was acquired by Facebook in 2014, but it has been maintained as a separate platform.) While it began as a messaging service, allowing users to send text messages to other users’ telephone numbers, it now permits users to share media. Its simplicity, encryption of files, and refusal to share information with third parties have proven attractive to younger users. Users have a median age of 36, and 71% of all users are in the age bracket 18-44.

  1. Get permission. WhatsApp terms of service prohibit you from searching for or buying contacts. Instead, you must ask users to share their phone numbers with you or to message you first. This restriction results in an audience that is highly motivated to hear what you have to say.
  2. Engage with your contacts. WhatsApp messages enjoy extremely high engagement rates. According to HootSuite, 98% of WhatsApp mobile messages are opened and read, and 90% of those messages receive a response within three seconds of receipt. Harness this engagement by actively communicating with your WhatsApp contacts.
  3. Keep it short. One marketing firm found that its WhatsApp messages enjoyed the most engagement when they were 15 words or shorter.
  4. Do not share newsletters. Mass-mailing users is strictly forbidden by WhatsApp’s terms of service. The app reserves the right to sue any user who distributes newsletters or similar communications through the service.
  5. Consider doing consumer research. WhatsApp Business (a separate, pay-to-play service that runs on the WhatsApp platform) provides many tools for consumer research. Business users can ask direct questions, send surveys and polls, and respond to individual queries, such as customer-service complaints.

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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.

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Nink: Journaling & Creating A Benevolent Self

This article, written by Denise Agnew 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. 

Being a creative person, you may have found that the pandemic has enhanced negative self-talk or perhaps created issues with completing deadlines or writing at all. We can forgive ourselves for feeling rocky when our world is downright crazy.

That being said, creative people tend to be hard on themselves all the time. We dredge up perceived faults we have against our creative abilities one after the other and beat ourselves bloody.

What if you could call on a benevolent and confident self (call it future self if you like) to get you through any negative self-talk? What if you could journal your way from negative thinking that tanks your creativity toward an encouraging and confident self that uplifts your creativity?

If you’ve journaled before, take a quick peek at it. Did you fill it with a plethora of negative highlights, such as  what didn’t go right, your judgements and grievances with yourself and others? Journaling like this might relieve the pressure, and in many cases it can free up your creativity. In Julia Cameron’s Artist’s Way, she encourages writers to start their morning with stream of consciousness writing. The idea is to get down all of your gunk, good or otherwise and without censoring or holding back. Many writers have gained perspective and benefit from this technique. The process of letting it all out can open our eyes.

For some writers,  journaling what isn’t working for them is enough. Often the barriers we place on our writing abilities come from childhood experiences or other situations through life where something went wrong. Getting it out helps, as we assume that the same type of negative thing will occur again and sometimes it does, but we can be better prepared.

However, beyond that is our own internal thought process where, if we focus on the negatives, we often then only see the negatives in our writing, and we repeat negative patterns and belief systems in an endless cycle. It’s a self-fulfilling prophecy. We say we can’t. So we don’t.

To reverse this, we should step into our power and create a benevolent self that can flip the negative thinking. One way to do this is journaling.

If you don’t already have a journal, now is the time to grab one specific for this assignment. Don’t reuse one. Go find one that appeals to you in color/fabric/material and paper. Use a favorite pen or buy a new one to use just for this journal. This can pump up your enthusiasm to stick with it.

Journal Prompts

Below are journal prompts designed to open your mind to new creative possibilities. Take as much time and pages needed to thoroughly explore each of these possibilities and questions.

  • What negative things do you tell yourself most frequently about your writing abilities? This can apply to other things that have nothing to do with writing, but for the purposes of clarity, let’s stick with writing for the moment.
  • Are there similarities between each negative thing?
  • Where and when did you get these ideas about your writing abilities? Don’t be shy. Lay it all out here. You may not have taken much time to think about these things before, so don’t be surprised if it takes a while to pinpoint them.
  • What are the patterns you see between each? Are they things someone else told you about your writing or things you assumed entirely on your own?

Clearing Things Up

Now that you have some idea of the negative beliefs about your writing that bother you, let’s work on the one that bothers you the most. Of the negative things you’ve listed, is there one that sticks out to you as the most painful? Highlight that. Then you will ask, is it actually true? How do you know it isn’t true? Would you say this to a close friend?

Now that you’ve highlighted the one negative, let’s analyze the truth of it. Let’s work through the process using this example: I can’t write at all.

With the highlighted negative thing you’ve told yourself, answer the following question:

Is it actually true?

No it isn’t true that I can’t write.

How do you know it isn’t true?

Because I have written and published 10 books.

(Don’t start ruminating on how many reviews you don’t have or how much money you aren’t making right now. Neither of these things is a reflection on the quality of your writing.)

Would you say these things to a close friend?

No, I wouldn’t. In fact, I think it is horrible to say to my friend that she can’t write, because it isn’t true. I’d be angry at anyone for saying this to my friend.

When it is apparent that your negative belief is most likely not true and why, it can help you attack each negative belief you have with regard to your creativity.

Go back through each negative you wrote and ask/answer the questions for each one. Is it actually true? How do you know it isn’t true? Would you say these things to a friend?

Discover Your Benevolent Self

Now there is one more step to take, which is to take the negative things that bothered you and shift this thinking. What would a benevolent, loving self say to you? Basically, turn that negative into a positive.

Example: I can’t write at all.

Benevolent self: I am a talented writer with many stories to tell. I’m particularly good at telling XYZ type of stories.

Example: I can’t write historical fiction because it is hard to write and I was never any good at research.

Benevolent self: I love reading historical non-fiction. It fascinates me. Knowing that, I’d find reading research on the time period I want to write extremely interesting. I can research the time period(s) and facts I find intriguing with ease.

If you have difficulty getting to an uplifting statement, go for a middle ground that is neutral such as, “I enjoy writing stories. XYZ stories intrigue me the most.” This neutral ground points out to you that you enjoy writing and what you want to write, which is more encouraging and not a negative.

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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.

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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.

  1. 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.)
  2. 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.)
  3. 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.
  4. 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.
  5. 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

  1. 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.)
  2. 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.
  3. 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.
  4. 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.
  5. 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.)
  5. 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.

  1. 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.
  2. 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
  3. 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.)
  4. 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.
  5. 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.

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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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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.

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