CUTTING THROUGH THE CLUTTER WITH A CLEAR BRAND

You solidify your brand by contributing something new or fresh to the conversation of your genre or theme...

It's my pleasure to have New York Times bestselling novelist, Thomas Greanias, as my guest. As a former journalist he uses his knowledge of politics, national security, and real life conspiracies to write tightly woven thrillers of international intrigue and mystery. 

Tom's topic is one that many are chatting about these days, pro and con, branding as an author.



A lot of writers are worried about their "brands" these days. Even Brand Name authors.


One fellow New York Times bestselling author, who has sold millions more books than I have, confided to me just how hard it is to "break through the clutter" in the paradoxical world of fewer print sales for authors and more titles for readers than ever before. "You don't get it, Tom. You have your Atlantis series, and you're the No. 1 name in eBook adventure. You were the first to break through big-time in the digital space. I can't claim that leadership position. Now the digital space is where publishing is going."

The answer, this author decided, was to launch a new series, which has done well, and on top of that add a young adult series. The workload is so heavy that this Brand Name author is close to the next predictable stage: taking on co-authors like James Patterson did.

I think there's a better way to build your brand, a better brand for you to aspire to, and that brand is you.

The reality is that your name IS your brand. And the most powerful way you define your brand is through the novels you write. Each new title adds an association to your name, associations that hopefully strike a positive chord with readers. Positive emotions usually come from writing a damn good novel that delivers on its promise. If you're writing a suspense novel, for example, you need to deliver suspense to your readers. A romance novel should deliver romance. A thriller should deliver thrills. Your voice in how you tell your story fills out your brand.

So you build your brand by writing your books. You solidify your brand by contributing something new or fresh to the conversation of your genre or theme.

For example, I contributed to the conversation about Atlantis to advance it to the 21st century. Everywhere I looked in fiction and Hollywood, it was the same old underwater fantasy that had little to do with Plato’s 4th century BC account. For starters, I went back to the source and asked, “What if it were literally true?" That led to Raising Atlantis, my novel about rogue archaeologist Conrad Yeats, beautiful Vatican linguist Serena Serghetti, and a secret U.S. military expedition that discovers ancient ruins two miles under the ice of Antarctica. Sequels such as The Atlantis Prophecy and The Atlantis Revelation then established that Atlantis is more than a lost continent. It’s a centuries-old global conspiracy playing out before our eyes even now. The Atlanteans, in short, are among us.

You, too, can rise above your genre or subject matter by adding something new to the conversations that you’re passionate about. You get your brand, and we all benefit.

• Question for readers: Do you prefer the familiarity of the same character in a series of books (Harry Potter, for example), or the same type of character (poor rookie lawyer from South) in different one-offs (John Grisham's legals thrillers).

Tom is offering two chances to win either a copy of his special edition Atlantis Legacy (first two books combined) or a hardcover of The Atlantis Revelation. If you're interested in being considered, please either leave me a way to contact you in your comment or send me an email: siamckye at gmail.com
 

Back Cover Blurb:
 
Deep beneath the ancient city of Jerusalem lies a secret that knows no bounds, devastating enough to reach across time. History’s greatest spy story begins here.

For a millennium, Jerusalem’s Temple Mount has been at the center of war and death. There’s never been a time when blood wasn’t spilled upon this ancient, sacred site. Flash forward to present-day Jerusalem, where 35-year-old Israeli counterterrorism agent Sam Deker has just thwarted the most recent act of violence—an attempt by radical Palestinians to blow up the Dome of the Rock mosque and pin the blame on right-wing Orthodox Jews. The threat, however, is a diversion. Deker himself is the real target. He is captured and taken to neighboring Jordan, where he is tortured because of his deep knowledge of Israel’s most closely guarded state secret.


Deker escapes with his comrade Uri Elezar, making it all the way to the border, only to be taken down at the banks of the Jordan River. This time, however, Deker wakes up in the middle of the ancient Israelite army on the eve of its historic siege of Jericho. Deker doesn’t know if he is dead, in some torture-induced psychosis, or really back in time. But General Bin-Nun has declared a colossal holy war, and he’s sending Deker and Elezar on a dangerous mission to spy on the Promised Land in advance of the invasion.


For Deker, it’s his only hope to escape this genocidal hell. Then he finds himself in the arms of a beautiful enemy named Rahab, caught in a web of deadly betrayal, as he struggles to unlock the truth, secure Israel’s future and his own, and save the twenty-first century from The Promised War.  EXCERPT

BUY: Amazon, Barnes &Noble, Borders, IndieBound

Hardcover and digital

~~~~~~~~~~~~~~

New York Times bestselling novelist Thomas Greanias is one of the world's leading authors of adventure, No. 1 in eBooks, Audiobooks and the World Wide Web. His tightly woven thrillers of international intrigue and mystery first exploded online before thrilling readers in print in dozens of languages and countries around the globe.
 

A former journalist, Greanias has reported on issues of national security as an on-air correspondent in Washington, D.C. for NBC affiliates, and he has advised the White House, Congress, and Fortune 500 corporations on the future of digital media. His work has appeared in newspapers, magazines, radio and television, and his top-ranking sources in governments, intelligence agencies and supernational organizations continue to inform and inspire his plots.  Thomas Greania on Twitter  On Facebook

Author Branding – Will It Help Sell More Books?

My guest is historical inspirational author, Jennifer Hudson Taylor. I have to admit I have a fondness of things Celtic--what a surprise, huh? But Jennifer, like me, has searched out her Celtic roots and I know that one part of her family, the Morgans, were part of the MacKay Sept. As you can see by her author pic, she is a fine Scot lassie, :-) Her debut book, Highland Blessing, and her just sold second book, Highland Sanctuary (October 2010) are both set in Scotland.

I know many writers have varying opinions on branding, but the truth is, branding is a necessary thing today. Successful authors play up their branding in various ways. One way is their websites. Trust me, as a blog owner who spotlights authors I look at every website. Some notable author branding websites and their realization of the importance of branding, Nora Roberts vs her JD Rob website. Christine Feehan, Jayne Ann Krentz--take a look at her website and then note each *entrance* to her books under her different pen names. Newer authors coming up the ranks? Jessica Andersen--even her author reflects her branding, Judi Fennell. Lydia Dare , and Donna Grant .

Jennifer speaks about branding: what it is, why it's necessary, and why aspiring authors need to start even before getting a contract.

• What is author branding?

It's the reputation you build in the publishing community and to your readers of what kind of stories to expect when they see your name on the cover of a book.

• Is author branding necessary? Why?

If you want to build readership, yes. If you want to sell more books, yes.

Readers who like westerns aren't typically interested in a science fiction book. For this reason, so many authors have had to create pen names for various sub genres. People work hard for their money and they can chose to spend it on a number of things. You don't want them to be disappointed if they take a chance and spend it on your book. If that happens, most likely they won't spend more money on anything else with your name on it, nor will they encourage others to do so.


Author branding is another way of target marketing. If you are promoting your book based on the book's contents, you are going to appeal to those who would like that particular book. Marketing and advertising is expensive. You don't want to waste your time and money trying to appeal to an audience who won't like what you write. You aren't likely to sell many books that way, and it doesn't make sense. So why wouldn't you create an author brand for yourself?


If you're like me, you might be hesitant to build a label around yourself because you don't want to be limited to writing one kind of book. I've already mentioned pen names as one way to get around this. Another way is to write the same sub genre for a decade or two and then rebuild your image. Lots of authors do this, and if you do it well, you won't lose readers, in fact you may gain more. For instance, a contemporary romance author may choose to brand him/herself as a romantic suspense author. That way you aren't losing readers who like romance and contemporaries, you're just giving them a new element to read along with what they already read. Keep the sub genres similar, but give readers more. This will ultimately lead to more readers, which will lead to more sells.

• Do unpublished authors need an author brand?

Yes. Before you can sell books on a store shelf, you first have to sell to a publisher. You need to stand out among the masses of other writers. There isn't enough shelf space for all the wanna-be writers in the world, so you've got to find a way to stay out of the slush piles. There are a lot of good writers who sit in the slush piles year after year. Their works are good enough to be on the shelf of a bookstore. The difference is, their marketing proposals may not be unique enough or stand out and get noticed.


At one time I believe it was true that good writing would get noticed. But with the competition the way it is today, the demand so buoyant, and the hectic schedule of the publishing industry, I no longer believe that's true. You still have to get someone to read your work in order for it to be noticed. That can only happen if you stand out in promoting yourself and your work. You must make a good impression in your proposal and presentation of your work before an editor or agent actually sits down to read your work. If your impression in your proposal doesn't stand out, they'll never turn to the first page of your manuscript.


Remember, an unpublished writer is selling to an agent or editor. These folks are looking for specific markets where they know they can sell something. While good writing has to go along with it, if an author has written something that's great, but the story isn't right for an open spot, then it still won't sell. Don't waste their time or yours. Sometimes a quick rejection is a good thing. It will give you a chance to get that manuscript where it belongs much faster than wasting time on an editor's desk where it isn't going anywhere. By building an author brand, you will be letting them know upfront what they are getting from you. This will help you appeal to the right agents and editors. Target market to the right publishers and you will sell more and faster.


Plus, publishers have less in their marketing budgets for new authors and mid-list authors. They reserve most of their budgets for the BIG name authors where they know their investment will pay off. Therefore, a new author will have to do so much more of their own marketing. By showing you are ahead of the game in your promotion and author branding, an editor will feel more comfortable taking a chance on you. This means if it comes down to your good writing as opposed to another author's good writing for one publication spot, you might have the edge since you have self-marketing potential. Editors are looking for authors they can build into careers for a long investment, not one-time book wonders.

• What new strategies are you trying to build your brand awareness?
• What are your thoughts about brand awareness?

~ * ~ *~ *~ *~ *~

Highland Blessings (Scotland, 1473) Blurb:

KIDNAPPED ON HER WEDDING DAY...
Highland warrior Bryce MacPherson kidnaps Akira MacKenzie on her wedding day to honor a promise he made to his dying father. When he forces Akira to wed him, hoping to end a half-century feud between their clans, she struggles to overcome her anger and resentment ...
Yet her strength in the Lord becomes a witness to Bryce.

BUT THERE IS A TRAITOR IN THEIR MIDST...AND MURDER IS THE ULTIMATE WEAPON...

                     Chapter One 
Book Trailer

BUY: Amazon  Barnes and Noble 

• 
  
  Christian Book Distributors

Jennifer Hudson Taylor is the author of historical and contemporary Christian fiction set in Europe and the Carolinas. Her fiction has won awards in the American Christian Fiction Writers' Genesis Contest. Her debut novel, Highland Blessings, will be released May 2010. Other works have appeared in national publications, such as Guideposts, Heritage Quest Magazine, Everton’s Genealogical Publishers, and The Military Trader. Jennifer graduated from Elon University with a B.A. in Journalism. When she isn't writing, Jennifer enjoys spending time with her family, traveling, genealogy, and reading. She resides with her husband and daughter in the Charlotte area of NC.