Writer's Grove

To Thine Own Brand Be True

Dr. Nicole Peeler (also known as Nicole Peeler) asked me to whip up a blog post for her students about my experiences with author branding since I’m a newb to publishing, so OF COURSE I said yes. The fact that she threatened to shiv me in my sleep if I refused had no bearing on my decision to do it RIGHT AWAY; I want to make it clear that I’m doing this because I genuinely want to help aspiring authors. In fact, I have a wee series going called “Stuff They Never Told Me About Publishing,” and in the first post I talked a little bit about the author platform thing. Curiously, I now feel the need to expand upon that at length…

The truth is I don’t know what the hell I’m doing and I am deeply jealous that you get to take a class with Dr. Peeler. (She will give me chocolate for that later.) I’ve been told I need an author platform, and I’ve been reliably informed that I need an author brand, but neither of those terms has been defined for me and in my befuddled mind they’re sort of interchangeable. I seriously need to take Dr. Peeler’s class. So here’s what I was told to do by Del Rey: “Blog and tweet.” Okay, sure. What about? “Just be yourself. Look at what other authors do. Take advantage of social media.” And that was the sum of my instruction (or at least it’s all I can remember now—this conversation took place in October of ’09). I thought said instruction was a bit dangerous and bordering on irresponsible, because if I knew anything about how to be social I wouldn’t be a nerd. Still, I gave it my best shot, because if you get an opportunity to be published by the people in very tall New York buildings you don’t do things half-assed. So I started a blog, got myself a Twitter account, joined Goodreads, and created a Facebook author page. Then I sat down with a piece of paper and one of those really nice gel pens and tried to figure out what it meant to be myself. Those two minutes were the most introspective moments of my life. Here is what I discovered:
1. I like beer.
2. I am socially awkward.
3. If you don’t believe number 2, I’m 40 years old and I still collect comic books.
4. I like to make art and design jokes—usually absurd visual ones.
5. Once in a while I can’t stop myself from geeking out or being silly.

It’s not a very impressive list, is it? “Bugger me,” I thought, “if that’s all I’ve got, I’m bloody doomed.” But I didn’t have any choice. I had to go forward. So out of that list emerged some of my regular features. My “Still Life” series was inspired by all of those, and then I decided I’d kinda document what happened to me along the way and share my experiences with other aspiring writers (I won’t technically be published until April 19, so yeah, I still count myself as aspiring, and it’s taken me twenty years of trying to get on the shelves—I’m by no means an overnight success and I EMPATHIZE with the struggle to learn the craft).

I’ve been blogging and tweeting now for about a year and a half, not really sure if I’m doing it right, and then last month, BLAM, my editor surprised me by writing a really complimentary post about my social media efforts on Suvudu. I was flabbergasted. Like, WHOA. Did I go and build myself an author platform or brand or whatever? And did I do it using these things called channels? I guess I did. I don’t feel like I have a legion of followers or anything, but maybe they’ll start to show up and say howdy once the books come out. Here’s the funny thing: my most popular post by FAR is this one I did in the wee hours of the morning when I couldn’t sleep; I was only half-conscious and loopy as hell. I get hits on that post all the time, though, and it’s nothing but pure silliness.

I confess that I made another list back in October ’09 when I sat down with that paper and extremely nice gel pen, but I never wrote it down, because that list was about things I would never write down. What you won’t see on my blog or my other channels (Look! I’m using the correct terminology now!) are comments about political or religious issues. You will have to decide for yourself what’s right for you and your brand—I’m certainly not an authority on what you should or shouldn’t do—but I will share my reasoning behind that decision.
1. I’m a public school teacher, so in many ways the decision makes itself. As an employee of the state, I’m not supposed to talk about such things. Make a First Amendment argument if you wish, but in practice, public school teachers don’t get to say what they want.
2. Apart from number 1, as writer of fiction—specifically urban fantasy—I’m supposed to be providing people with an escape from whatever’s stressing them out. My observations of human behavior indicate that many people get stressed out when confronted with ideas that don’t match their own. So why would I risk stressing them out (or pissing them off) when I’m supposed to be entertaining them?
3. These days, it seems like you’ll offend half the country no matter what you say. I’m sure some readers will like you MORE if they know your views agree with theirs, but some readers WON’T BUY YOUR BOOK if they know your views contradict theirs. In terms of raw practicality, the readers who like you more are not going to shower you with the remainder of their disposable income, but the readers who actively decide not to buy your book based on a comment you made are depressing your bank account. If I am ever going to earn the money I need to pay tuition for Dr. Peeler’s class, I can’t afford to offend people by spouting off on this issue or that.

So what can you take away from this? Well, um, you’re kinda on your own in terms of marketing yourself. Did you SEE all that stuff my publicist is doing to create my author platform/brand thingie on multiple channel doodads? Nope, you didn’t, because it ISN’T THERE. My publicist sends out review copies to people who request them and he was nice enough to arrange my launch party for me. He might be doing other things on my behalf—I’m still over a month away from publication, so maybe he’s planning a party around the base of a volcano that erupts champagne—but if so he hasn’t told me yet. I’m extremely grateful for everything the publisher does for me—good reviews are invaluable, and the fact that they let me post on Suvudu is HUGE!—but the simple truth you need to know right now is that no one will ever build your platform or your brand except you.

If you need to know other simple truths later, feel free to contact me. No, wait, that’s not worded strongly enough. The fact is, friends, I desperately want you to ask me questions, because if you don’t then Dr. Peeler will confiscate my spleen. Email me at kevin@kevinhearne.com or simply comment below. I hope (for my sake as well as yours) that this was somewhat helpful; I wish you all the best and look forward to picking up your book in the store someday.