The official title of Eric Smith at my publishing house, Quirk Books, is Social Media and Marketing Manager, but I just think of him as Internet Man. He spends his days tweeting, posting, blogging about Quirk authors—except when he’s writing his own books, like the hilarious (and handy) Geek’s Guide to Dating, pubbed by his Quirk colleagues, and the upcoming YA novel Inked, which’ll come out from Bloomsbury in the spring.
Since I spend a lot of time writing blog posts that Eric tells me to, I couldn’t resist the opportunity to make him do one for me.
Take it away, Mr. Eric Smith Rocks:
Over the past two years, I’ve had the pleasure of working on the online marketing for The Last Policeman, getting the series up on blogs, producing the book trailer, arguing over cover redesigns in meetings, running giveawas across countless websites… and just having a blast throughout all of it.
When I’m not talking to the Internet about books, sometimes I like to write. Looking back at the marketing campaign for Ben’s fantastic trilogy (which I’m very sad to see coming to an end), I realized there are a few fun things writers can take away from marketing a trilogy.
So, here’s a list, in trilogy format, of what you can learn from about writing from marketing a book trilogy.
Part I: Never Stop Looking for a New Story to Tell: The tricky thing about working on a series, is that after the first book hits and you’ve roped in lots of people to talk about it… there are still potential reviewers out there who might have missed out or passed the first time around.
Going back and reintroducing a series can be tough, so you have to think of fun new angles and new stories to make it enticing. What’s an angle I missed that could be touched on this time around? Should I talk more about the genre or the character? What thrilled the people who read it earlier? What can I do to bring new people in?
As a writer, this is an obvious tip, right? That you should never stop looking for that new story to tell. If you constantly stick to the same thing, you can get stale. Keep things fresh.
When I worked on Ransom Riggs’ Peculiar Children series, I started reading more YA. The book Taft 2012, which was a bit of political satire? Picked up some Christopher Buckley. The Last Policeman? It was time to check out more books about detectives, from novels by Duane Swierczynski to spending time with Bigby Wolf in Fables.
Why? It helps me out when I’m building those marketing campaigns. I can’t stand it when someone who is marketing something tries to infiltrate a community without at least knowing something about them. If you’re familiar with the genre, then you can actually talk to people about these kinds of books. You can be genuine. You can be real.
Same applies to writing. There’s a quote someplace from Stephen King, where he says if you want to be a writer, you need to read a lot. True story.
Part III: Don’t Kill Your Darlings, Save Them: When a book is coming together, a lot of things go into it on the publishing side. The production, the design, the book trailers, the promotional materials… man, that list just goes on and on. And sometimes, something along the way gets cut. Maybe it’s a proposed cover you absolutely adored or some clips from a book trailer you thought were amazing.
Instead of dragging these things into the recycle bin, I always open up a folder, and save them for a rainy day. Those little extras can tell a brand new story. The covers that didn’t make it. The original ARC compared to the finished copy. Photo stills from the book trailer. These are all fun glimpses behind the scenes that real fans get a kick out of.
There’s a popular term in writing, a bit about killing your darlings. Don’t do it. Keep those bits of writing, and give them life somewhere else. Maybe those first two chapters that got cut can become a prequel short story. Or that character you really liked that didn’t quite fit… maybe he or she can appear in a new novel. Keep them in a folder, writers.
All excellent pieces of advice—thanks, Eric! For some more advice, this time from me, click here. To see me on my summer tour, click here. To read the last few installments of my 2014 Reverse Blog Tour , stay tuned!