As writers, I hope you’re getting some of your marketing savvy from The Story of Telling. Not only is Bernadette brilliant, it’s the most writerly marketing description I know.
In her latest post she writes that “the customers you keep are not just choosing you—you are also choosing them. The fact that you make this choice means you get to do your best work and not the watered down version for people who might care some day.”
I co-authored a book with Rick Wilson called Hits or Niches. The diagram below outlines our shared perspective on why marketing should always aim at a niche and never aim at becoming a hit.
What are you doing to help your fans share your books? Do you teach them what to say, so they’re doing real marketing? If they’re just saying “This is a good book” that’s not marketing, it’s just talk. They need your guidance.
You need to craft a message simple enough for them to say something like my fans would say about my first mystery: “Joel’s book is like meeting someone you love for a laugh and a pint at the pub.” Folks hear that, and they’re hooked (or repelled, which is also fine.)
My fans won’t know to say that if I don’t teach them.