by Rodney Page
You’ve signed all the paperwork, and your book is headed
into preproduction. Now, everything you hear and read advises you to get busy
on your premarketing, particularly writing a blog.
Well, okay. Sounds good, but what is your blog strategy,
what do you write about, who do you want to read it, and how do you get them to
do so?
I believe the key question in developing a blog strategy is answered
easily: is your book fiction or nonfiction? If nonfiction, you’ll likely pursue
a direct strategy. If fiction, your strategy will be indirect.
Direct Strategy
for Nonfiction Authors
1. What is your objective? It will likely
focus on establishing your expertise.
(Example answer: To be perceived as a top southeastern authority on growing
dwarf azaleas.)
2. Who do you want to read your blog? (Example
answer: Amateur gardeners in the southeast.)
3. How do you make them aware of your blog?
(Example answer: Share blog content with appropriate publications, websites,
radio shows, other blogs, etc.)
4. What do you want the readers to think or do
after they’ve read your blog? (Example answer: Believe you are an expert on
dwarf azaleas; comment on and share your blog with others who need your
expertise.)
Indirect Strategy
for Fiction Authors
For fiction, the steps are the same, but the objective 1 is
quite different. Instead of establishing
expertise, the fiction writer will establish
awareness of shared interests.
My book, Powers not
Delegated, is a political thriller with a decidedly conservative slant. It
is my first fiction work, and the target market and key influencers don’t know
me from Adam’s house cat. Therefore, using my blog to tout my great writing and
plot development skills would be futile. So, what can I do?
Perhaps the best way to illustrate my point is to answer the
four questions for my own blog.
- To create name (brand) awareness at the national level and be perceived as an astute observer of current political events; provide informed political commentary consistent with the readers’ point of view.
- Target potential buyer subsegments, influential conservative media/editorial commentators, and conservative politicians.
- Share blog content with appropriate publications, websites, radio shows, other blogs, etc.
- “This guy knows what he’s talking about and shares my views”; “He writes well”; “I would consider buying his book”; “I (key influencer) would consider endorsing his book.” Comment on and share my blog with others who would enjoy my views.
Lastly, I suggest several “rules” for both fiction and
nonfiction bloggers:
- Stick to your plan; the temptation arises to veer off course and post something that has nothing to do with your blog’s strategy. Don’t give in.
- Set quantitative and timing goals and stick with them. I write two blogs weekly and attempt to post them on Monday and Thursday mornings.
- Always respond to any comments quickly and courteously.
I hope these strategy ideas help you. If you’re left
wondering how to reach these goals,
that is a separate post that I’d be honored to address in a future Suite T. Blogging
is made for us writers! Now, get to it. Strategize, write, and grow your
following.
(read part 2 of Rodney Page's Blog Strategy advice here)
(read part 2 of Rodney Page's Blog Strategy advice here)
___________________________________________
Rodney Page is the author of the upcoming novel Powers Not Delegated.
A native of Georgia, Rodney's business career includes a variety of senior management positions and consulting engagements in a broad range of industries, from startups to Fortune 500 firms. In 2005 Rodney co-authored Leading Your Business to the Next Level...the Six Core Disciplines of Sustained Profitable Growth. He lives in Atlanta. His passions include hiking, photography, reading, and, of course, University of Georgia football.
Website: www.powersnotdelegated.com
No comments:
Post a Comment