with guest Laurie Tomlinson.
Thank you so much, Seekers, for inviting this self-professed marketing geek to talk about one of my favorite subjects. Let’s get to it, shall we?
What is Branding and Why Is It Important?
I love marketing guru Seth Godin’s definition:
“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Many people mistake a cohesive style for brand, and while it’s an important component, it’s only a small part of it.
Branding is the collective story you tell industry professionals and readers about you and your work. It’s what sets you apart from other authors, not in a dog-eat-dog kind of way, but in a way that represents the unique aspects that make you *you*. It’s how, when readers are scrolling through their social media, they can tell a post is from you even before they see your name.
Identifying the Vision and Mission of Your Brand
While an author tagline is great because it tells the audience what they can expect up front, knowing the vision and mission behind your work is most crucial. Everything we write, from the pages of our books, to our query letters, to the tone and content of our social media should tell that for us.
Vision answers the question: What do I write?
Mission answers the question: Why do I write?
So if, for example, you write authentic women’s fiction (what) to give readers hope through relatable characters (why), your blog posts will be hope-filled, your voice authentic, and your content primarily centered around women.
Many of us who are doing our heart’s work have huge heart-dreams and run into a snag when trying to be succinct in the themes/topics we cover, but inconsistency will only confuse readers and detract from our message. To create a more defined brand vision and mission, we should go with our strongest values and the characteristics we can see being most cohesive across our unique body of work.
Identifying Our Audience
A huge key to brand is identifying our audience. This is the person who will benefit the most from our work. One thing I’ve always encouraged clients to do is to name the person they’re writing for. Mine is Meg. It may sound kind of weird—especially if you talk about this pretend person in a pitch appointment (cough, or so I’ve been told)—but we all create and talk to imaginary people, so let’s go with it.
Just as we research and profile characters before beginning a new project, it’s important to know and identify as much as possible about our ideal audience. Of course, our work will naturally appeal to a broader range of people, but if we write for anyone and everyone who will listen, our message as a whole will be watered down, and our potential for impact will suffer.
At the very least, identifying age, gender, and what makes this person click a link or pick up a book can be helpful. If you write for more than one genre, then look for the common denominators in your audience and refine from there.
But most importantly, research what your audience needs the most from you. Is it hope? Entertainment? Solidarity? Authenticity? Hopefully, this lines up with the why of your vision and what you uniquely have to offer.
Once you've determined your ideal audience, every branding decision should consider that person. I know it sounds like a lot of work, but you will soon develop an instinct for what (and where) you write, the tones you use, and the messages you send. And your intentionality with your brand will result in the reward of a more meaningful conversation between you and your audience.
A Case Study:
In my debut novel, With No Reservations, my heroine Sloane is a popular food blogger who knows a lot about branding and reaching her ideal audience. Her website is called Mise en Place, a French culinary term for assembling ingredients prior to cooking. The photos she uses have distinctive color contrast and always feature shots of the recipe ingredients neatly (and appetizingly!) arranged.
All of her design decisions and word choices reflect an approachable, organized, and beautiful cooking experience because that’s what her audience needs for recipe inspiration.
Sloane writes to give accessible, step-by-step recipes to home cooks who want to mix up their rotation. Her ideal reader, a busy 30-year-old housewife named Michelle who found her on Pinterest, is attracted to a recipe post because of its beautiful pictures, knows it’s from Sloane because of her unique style of photos, and comes back to the website because the step-by-step format of the recipes makes her feel like she can try anything.
While Sloane’s recipe posts naturally attract a broader audience—men who love to cook, 20-year-olds who are getting their first apartments, and other cooking enthusiasts—the style and content decisions she makes stay true to her vision and what’s accessible and appealing to Michelle. Sloane regularly gauges this, and may shift and adapt things according to the conversation and reader feedback her content generates.
So, to sum things up, it's simple. Once you’ve refined the vision and message for your author brand, the more you will know about your ideal audience. And the more you know about your person, the easier your decisions will be and the more your content will resonate.
What and who are you writing for? Is there an author you can think of with a distinctive brand?
About With No Reservations: There can be more than comfort in food…
What could well-known and wealthy Graham Cooper Jr. have in common with a blogger like Sloane Bradley, a woman with secrets she's kept firmly out of the public eye? That is, besides a love of food. Sloane still can't believe Cooper's the chef at the restaurant she's been assigned to promote. But she's boiling to prove to him that her "little blog" can put his place on the map. She can also fall head over heels for the guy, who has secrets of his own, it turns out…except for one thing. She can't get past the post-traumatic stress disorder that keeps her walled up in her home studio.
Leave a comment today for an opportunity to win a copy of With No Reservations. Winner announced in the Weekend Edition. Seekerville is tossing in two more copies. print or ebook.
About the Author: Laurie Tomlinson is an award-winning contemporary romance author and cheerleader for creatives. Previously a full-time book publicist, she now runs an editing and PR consulting business, 1624 Communications.
with guest Laurie Tomlinson.
Are you staring down the unhinged jaws of the synopsis beast? Feeling its hot, sticky breath on the back of your neck?
Writing a synopsis can be a daunting task, but when you throw that puppy a bone, he’ll behave nicely. Promise.
Let’s start with the pre-writing.
Like with brainstorming a novel, a bit of work on the front end goes a long way, whether starting on the synopsis after you’ve finished your manuscript or when the story idea is still in its earliest stages.
The two pre-writing strategies I recommend are outlines and brain dumps, depending on how our creativity flourishes best. Once we write everything we know about the story, we can decide how much to include based on the requested length. Most agents/editors/contests list formatting guidelines, but if you aren’t sure, it’s best to trend short and submit no more than 5 double-spaced pages.
So, what should be included in a synopsis?
Depending on the length, you should focus on the story lines that best show the external conflict and the threads that are most central to the story’s genre. So if it’s romantic suspense, the synopsis will place top priority on the romantic and suspenseful storylines in the novel.
As we’re brainstorming, it’s best to treat each thread like an individual story and identify its beginning, middle, and end to ensure the synopsis doesn’t have plot holes – even if the novel ties things up neatly. Yes, opposed to a back cover summary, a synopsis gives away what happens at the end. Agents and editors want to know how the conflict resolves itself and also how the main characters have grown along the way.
So let’s pretend we’re writing a romantic suspense novel. In our synopsis brainstorming, we will summarize how the danger unfolds from the beginning when the character first feels that fear, to different events and near-misses, to the point where the confrontation comes to a head, to the end when the villain is abated. And then we’ll do the same with the romance: From the moment the hero and heroine are first introduced in the story, to events that forward their romance, to (hopefully) their happily-ever-after. Doing this in bullet/list form, or at least separate paragraphs, helps tie the threads together and integrate these plot points when it’s time to create the synopsis.
As a bonus, if you’re writing your synopsis before the novel, this story thread brainstorming tactic can help with plotting. It works for this die-hard pantser because it shows which type of scene naturally belongs at a given point based on where the story is going.
So, how do we keep a synopsis from becoming a list of sequential events?
Goal, motivation, conflict (GMC)
As all of the plotting experts say, the characters’ goal, motivation, and conflict are the core of a synopsis and must be illustrated in every plot point. Instead of reading like a black-and-white list of events, the GMC paints the synopsis with color and character and reveals your storytelling flair. If you’re still unpacking what happens in your story, this is a great place to start.
What is your character’s main goal in the story driving their actions? What are the stakes behind why they want this to happen more than anything? What are the forces trying to prevent them from happily ever after—internal and external? How does each event in the story line influence or further the character’s GMC?
In our hypothetical romantic suspense synopsis, we must show how the characters’ fear and romantic chemistry evolves so the audience’s sympathy grows with them and readers care what happens next. (And notice the key word above is show, not tell.)
Once brainstorming is complete, weave the story threads together sequentially. Condense the 100,000-word novel into a riveting bedtime story – except one that won’t put your audience to sleep – by showing the arc of the characters’ GMC: how what they want changes as they grow and how the events of the story shape them.
The GMC emphasis also helps weed out what doesn’t need to be included in the synopsis or what we can gloss over to keep things concise. If a scene or smaller storyline doesn’t move the plot forward or show evolution in the characters’ goal, motivation, or conflict, then cut it so it won’t derail the audience’s interest. It’s important not to let them get so full on the breadbasket that they miss the meat and potatoes of the story.
How can our synopses stand out from the crowd?
When the synopsis is on paper, here’s a checklist of questions to help make it the best it can be:
• Have you adhered to the requested formatting guidelines?
• Does the synopsis communicate your writing style and voice?
• Just like with writing a novel, do word choice and sentence structure style techniques capture interest?
• Is the writing concise and polished? Have you had a second pair of eyes on it?
• Is each plot thread wrapped up by the end of the synopsis?
• Did you communicate the characters’ goal, motivation, and conflict throughout the plot summary?
Is synopsis writing the bane of your writerly existence? Do you write them before or after your novel is complete? Tell us your best tips!
Today I'll be giving away a 3-5 page synopsis critique to one FANTASTIC commenter. Winner announced in the Weekend Edition.
About Laurie Tomlinson: Laurie Tomlinson is an award-winning contemporary romance author, freelance editor and virtual assistant, and cheerleader for creatives. She believes that God’s love is unfailing, anything can be accomplished with a good to-do list, and that life should be celebrated with cupcakes and extra sprinkles.
Her debut contemporary romance novel releases in May 2017 from Harlequin Heartwarming.
You can connect with Laurie on her website, Facebook page, and Twitter. She is also a regular contributor to The Writer’s Alley blog.
with guest Laurie Tomlinson.
Let’s imagine you’re in the thick of a three-book contract, working on developmental edits for book two, brainstorming how to get out of a plot snag in book three, and thinking of fresh ways to promote book one. It would be nice to have a little help managing all of the details, wouldn’t it?
That’s where virtual assistants come in, also lovingly known as VAs. They’re essentially the elves working behind the scenes to keep track of details so you can focus on what you do best -- the writing. Yes, strange as it may seem, there are some people who actually thrive on keeping track of those details, bless their freakishly organized hearts :)
When the Seekers asked me to write about my experience as a virtual assistant, I developed four essential questions to help you decide if this arrangement would be a good fit for you. Regardless of where you are in the publication process, if you’re a writer with an internet presence, marketing and social media responsibilities, and busy, real-life responsibilities, these questions are for you to ponder.Does it make sense for me to hire a virtual assistant?
As an author, you should consider yourself a small business owner. Many of my clients are small business owners in a range of fields, but being an author is just as much of a business with an overwhelming number of details to manage. Having a virtual assistant makes sense for you if you have the leeway in your budget to delegate the small but important tasks that otherwise have the tendency to fall through the cracks.
Consider it investing in your career. The return can be invaluable if you and your virtual assistant devise a plan to increase your marketing and online presence, reach new readers, and continue to connect with the ones you currently have.
You may, like many, have the mentality of those who dream of all the ways housekeepers could make life easier -- except in this case, there’s no pressure to have everything in order before they arrive. If you’ve identified a need that could enable other aspects of your career to thrive, then you’re set. That’s where virtual assistants step in and handle the details according to the level of control and liberty you give them.
What specific ways can a virtual assistant help me?
This depends on what kinds of responsibilities you have, where your strengths/preferences lie, and what your virtual assistant is qualified to handle. If you’re in the middle of a blog tour, for example, a virtual assistant can help you format posts, create graphics, and promote the guest appearances on your social media outlets. If you need help with time management, an extra set of eyes for your deadlines and work commitments could be beneficial. If you’re about to go on the road for a speaking engagement, a VA could create a visual aid (like a PowerPoint presentation) to accompany your talk.
Other duties may include creating content for your social media accounts, researching new avenues for readership and promotion, managing your blog or newsletter, answering basic email inquiries for you. As in every business, you should maintain a level of personal interaction and intimacy with your readers, but there will always be some tasks you’d rather spend less energy on so you can focus on your writing instead. And that’s absolutely okay.
What should I look for in a virtual assistant?
The top trait you should seek in a virtual assistant is trust. Of course, if you don’t know this person, that trust will have to be earned, which is why I recommend discussing a (paid, of course) trial period up front. Can you trust this person to maintain confidentiality? Can you trust this person to work diligently, particularly if you’re operating on an hourly pay structure? Can you trust this person to represent you coherently with good grammar, spelling, and sentence structure?
Virtual assistants come in a variety of shapes and sizes and strengths. They may be college students, freelancers, or stay-at-home moms looking to bring in a little extra income. Aspiring authors are a great resource because this inside exposure to the business of writing can be invaluable to them, as well. But regardless of your potential VA’s story, he or she should be trustworthy, have impeccable attention to detail, possess strengths that fit your needs (graphic design, social media, etc.) and have a personality that meshes well with yours. That last aspect is especially important because, as the characters in your stories often illustrate, good communication is vital. Plus, life is too short to work with people you don’t like.
What are the logistics of having a virtual assistant? How does it actually work?
Before you enter into an agreement with a virtual assistant, it’s important to discuss expectations and be upfront from the very beginning, even if you have a non-confrontational personality. He or she needs to know what kinds of tasks you will assign, how quickly you will expect turnaround on projects, and the best way to communicate with each other throughout the week. My friend Casey Herringshaw, who is also a virtual assistant, recommends asking the virtual assistant to maintain clear records of tasks performed and the amount of time spent on each, so both parties have the knowledge to plan for the future and make any necessary adjustments.
As far as pay is concerned, before you even consider hiring, evaluate how many hours a day you are spending on the tasks you’d like to delegate to a virtual assistant. Then consider how much money you can comfortably set aside to invest. Knowing this information will make the discussion of compensation as simple as possible. While VAs operate on a variety of pay schedules, my personal favorite is a monthly (or sometimes weekly) structure with a maximum number of hours. This is easier for you, as an employer, to know that you won’t exceed your budget, and it also builds in protection for the virtual assistant to know how much time he or she will need to devote to the tasks you assign.
On that note, communicating expectations is vital. Any stylistic preferences for a given task should also be expressed as early as possible so the finished product is as close to your vision as it can be. While last-minute opportunities/emergencies are a natural and understandable part of any business, giving reasonable notice for projects, along with providing feasible timetables for completion, shows respect and appreciation for your VA’s time.
I hope this foray into virtual assisting got the wheels turning in your mind and these four questions help you decide whether retaining a VA is the right move for you. With a healthy amount of trust, respect, and communication, your VA can save you time and help your career immensely. Thanks again for hosting me, lovelies of Seekerville!
Do you work with a virtual assistant? In your dream world, what ways could a virtual assistant help you?
Laurie Tomlinson is a wife and mom from Tulsa, Oklahoma, with a passion for intentional living, color-coding, and stories of grace in the beautiful mess. When she’s not sending her characters on wild adventures toward their happily-ever-afters, she runs a freelance copywriting, editing, and PR consulting business, and enjoys putting her former office manager skills to good use as a virtual assistant.
She is a member of the American Christian Fiction Writers and a regular contributor at TheWritersAlleyBlog.com. Her work is represented by Rachel Kent of Books & Such Literary and earned the ACFW Genesis Award in 2013 (Contemporary) and 2014 (Romance).
You can connect with Laurie on Facebook, Twitter @LaurieTomlinson, and her website.
In honor of Laurie's visit, Seekerville is giving away a $20 gift card to get you organized. Staples or Office Depot. Winner's choice. All you have to do is comment today and you are in the drawing. Winner announced in the Weekend Edition!
