This is Part Three in a series developed after virtual discussion on the post "One Author Speaks Out About The Bad Side Of Online Promotions."
ecently, I Tweeted with branding expert Rob Frankel* about my recent interview with an author who had a tough time with online promotions – and little results afterward. In February, Rob sat down with me to chat about branding in the post, "What's Your Brand?"
One thing he emphasized then and now was the need for authors to brand their genres more than themselves.
As he explains, people find him by Googling "branding expert," not his name. Most don't know his name until they find him under the generic search.
For every sale he makes on his own, via his Web site www.RevengeofBrandX.com, he sells two on Amazon to people who never knew who "Rob Frankel" was. The key, he Tweeted, is that people searched and found him by SUBJECT.
I can say from personal experience he is right. I may search for specific authors, but I always look at Listamanias in genres I like for recommendation, as well as Amazon's genre recommendations when I make a purchase. I find authors I've never heard of and add them to my Wish List, or buy them right then.
When you set out on your marketing endeavors, be clear about who you are and the audience you are writing for. Never forget to include your genre in your brand. This will ultimately help with sales as you expand your fan base.
Three tips to build your genre brand:
- Include your genre in Technorati and blog keyword tags
- Include your genre on your Web site and in Web site keywords
- Connect with users in Facebook, Yahoo!, Ning and MySpace groups for your genre
*Rob self-published his nonfiction work after his publisher failed to do any marketing for him – ironic since he is an expert on branding, which is a vitally important component to marketing. He shares his insights in the eBook, Why & How You Should Self-Publish Your Book, which can be found at Frankel's Web site.