Ariele University: Self-Editing For Fiction Writers

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Part of my Fake Master’s Degree (click here to learn more) curriculum included two books on self-editing. I firmly believe that learning to self-edit is a critical skill in any professional writer’s toolbox. Now, I’m not talking about copy editing or proof reading, I just mean the ability to craft your rough work into something minimally palatable, and ideally beautiful for a reader.

The two books I read through were titled “Self-Editing for Fiction Writers” and “The Complete Guide to Editing Your Fiction,” both of which I picked up used at a Goodwill (I think). While both had some useful content, I strongly preferred Self-Editing for Fiction Writers. I thought it was practical and to the point. The other one was less practical, and the author mostly used his own work as examples, and there were pages and pages and pages and pages of it, and I felt that the changes he made were minimal compared to any first draft I’ve ever worked on (mine or someone else’s) and so gave a false idea of how many changes first drafts usually require. If this were a book for experienced writers and was called “Editing Your Third Draft” I might be a little less annoyed. In addition, I found his perspective limited for various reasons, but I won’t get into that.

At any rate, I was supposed to pick out three helpful strategies from each book and explain why I think they are helpful strategies.

Self-Editing for Fiction Writers by Renni Browne and Dan King

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I found this book surprisingly helpful. I’m always suspicious of books on self-editing, only because I believe revision is a very personal thing and different for everyone—similar to the way writing a rough draft is. But I thought they had a lot of good tips and tricks, and they came at it from the perspective of helping other people improve their work, rather than from the perspective of improving their own work. The tone was very strategic and tactical.

I’m actually going to pull out a few more than three tactics, despite the terms of my original assignment.

The first quote I’d like to share is this:

“You don’t want to give your readers information. You want to give them experiences.” Yes, yes, yes, and yes. This statement appears in the Show and Tell chapter, but I don’t really think this quote needs any context or explanation. We want to make our readers cry and laugh and sit on the edge of their seats = experience the story.

A couple pages later, the writers add, “Bear in mind that “show, don’t tell,” is not a hard-and-fast rule… There are going to be times when telling will create more engagement than showing.” I’ve thought about this a lot, because I hear a lot of authors citing absolute rules—show don’t tell, never use adverbs, don’t use imperfect tense. But this caveat is so important: no rule of writing is a hard and fast rule. I believe that the most important key to good writing is clarity. Your reader has to understand what you’re talking about. And if “breaking” or bending one of these non-hard-and-fast rules enables you to more clearly communicate with your reader, then do it.

Another point they make is in their section on dialogue. They say, “…bring your ear into play when you’re editing yourself,” and “…find the rhythm of your dialogue.” I think reading aloud can be an extremely helpful exercise anyway, but especially for dialogue. Past me made a note about how this is a very subjective thing—what rhythm works and what doesn’t—and present me agrees. But present me also thinks that that’s a good thing! Part of your voice and your style is the rhythm of the words, of the prose. So write what you think sounds good (and is going to best show your characterization).

Internal monologue. Although this book was written in 2004, I think this advice is becoming more and more important. Close first and close third person are the most popular viewpoints now.

They say, “So what’s the right amount of interior monologue? Sorry you’re on your own with that one. The balance you hit depends on what your characters are feeling, how important their feelings are to the story at that point, how you want the scene to flow, and, especially, how evident their feelings are in other ways.” I love this. I’ve noticed that a lot of writers and writing gurus and marketers always seem to know “the answer,” but this puts it back in the hands of the writer. It’s up to you. Don’t forget to listen to yourself when you’re editing, whether its related to internal monologue, characterization, or any other part of the writing process.

The final section I’m going to discuss is on action and beats. The first note I made was on this line: “Far better to give your readers some hints and then allow them to fill in the blanks for themselves.” I think this is especially important when writing action—simple or complex. They continue to say, “…you want to give your readers enough detail to jump-start their imaginations and enough leeway for their imaginations to work. You want to define the action without overdefining it.” I’ve been working on this a lot, especially with my Land of Szornyek series. There is a lot of monster fighting, and hence, a lot of action. I sometimes find myself during rough draft phase including all kinds of unnecessary motion—she looked, she turned, she stepped, when really all that matters is that she drove her blade into the creature’s eye.

I’ll conclude with the way they concluded: “The greatest advantage of self-editing…is the kind of attention you have to pay to your own work while you’re doing the self-editing. It demands that you revise again and again until what you’ve written rings true. until you can believe it.

“It invites you to listen to your work. Do that job of listening carefully enough, lovingly enough, and ou will start to hear your own writing voice.”

I think this quote exactly represents my experiences with self-editing. The more I do it, the more I can see, the more refined I make my language, my characters, my dialogue, my action. And it feels really good.

This book is definitely worth a read if you’re trying to improve your self-editing skills.

Editing Your Fiction by Michael Seidman

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The thing I liked the most from this book was a metaphor he used at the beginning of the book. He says, “It’s said that Michelangelo, when asked about his statue of David, replied that he began with a block of stone and chipped away everything that wasn’t the young king. The writing process is much the same: You begin with something, take away everything that isn’t what you want in the finished work, and what’s left is the novel or story or essay or poem you want to present.” While he doesn’t frame this concept as a strategy, I think it is possibly one of the most important parts of writing: the way you think about the editing process impacts whether you find it torturous or rewarding, and can also impact the end result of the process.

If you think of editing as hacking away at your child, ripping out all the parts that made it beautiful, destroying a work of art—then yeah, it sucks. It’s miserable. it’s torture. And you’re likely to do a lot less work and make lot fewer changes.

But if you think of it as lovingly crafting a statue, smoothing out all the wrinkles, shaping and developing and growing your art, then it’s a wonderful process—difficult, yes, but not terrible. And you allow yourself to really shape the story the way it needs to be shaped.

I think a lot of people think of writing a rough draft as birthing a child (it’s a metaphor I’ve heard a lot). But the problem with this is that the point of birthing a child is raising an adult. It’s only the first step of the process. A tiny baby isn’t complete—it’s still growing, developing, learning what it’s true potential really is.

And a rough draft isn’t complete either. It still needs time to mature, just like anything else.

The next strategy I pulled from this book, I also sort of had to add onto. I agreed with his statement, “novels are about your characters not about the events.” But when discussing the development of characters, he talks about the physical reality (what they look like, abilities) and the social reality (their background, upbringing, etc.). I agree that characters should absolutely be multi-dimensional, but I do think he leaves out emotional reality—who they are on the inside.

I think the most helpful part of the characterization section was the list he provided on how to think about your characters during the revision process, and I adapted the list to be a little simpler here. When editing, ask yourself:

  • Are the characters true to themselves?

  • If they change, why?

  • Are the characters’ motivations clear in the narrative?

  • Do their physical characteristics remain consistent?

  • Does their dialogue represent their characterization?

The last point I will mention from this book is this. He says, “The challenge is to add back story seamlessly, to make it part of the narrative and not let the reader or editor see the stitches.” I agree with this. He continues to say, “I find dialogue useful for that…” which I disagree with. Using dialogue to convey backstory can be very dangerous. It may work in some instances, but as a general technique, you run the risk of characters having conversations that are completely unbelievable or out of context.

“Hey, Sally,” John said. “Remember that time we were at the beach and we saw the robots first land on the planet? That was cool, right?”

Seamlessly is the key.

He says a couple pages later, “Relating the story through a conversation tends towards flatness: All the color of a scene, all the showing, disappears, because when folks are talking they tend to simply relate facts.” Yes to this. But it also applies to backstory.

Okay, deep breath, I’m done with this book. And honestly, I’m not sure it really helped me other than that first metaphor which I liked. And I got really mad about some stuff (again, I won’t go into it), so I guess it worked in that it made me analyze writing and editing.

Thank you for listening.

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Ariele University: Zen in the Art of Writing by Ray Bradbury

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Zen in the Art of Writing was actually one of the first books I read on my educational journey (click here to learn more). It is a book of essays about creativity by Ray Bradbury, one of the fathers of modern science fiction, and I have to say I enjoyed his ramblings quite a bit. They were less useful than, say, Steering the Craft by Ursula K leGuin, and less loquacious than Stephen King’s On Writing, but it was definitely worth the read.

As my assignment for this book, I wrote three responses to three of his different essays, and I’m going to share those as well as a few of my favorite quotes from it. I’ll start with the quotes.

Quotes from Zen in the Art of Writing by Ray Bradbury

In his essay titled, “How to Keep and Feed the Muse,” Bradbury talks about what the muse is, how to find it, and how to use it create beautiful works of fiction.

He says, “And when man talks from his heart, in his moment of truth, he speaks poetry. I have had this happen not once but a thousand times… Oh it’s limping crude hard work for many, with language in their way. But I have heard farmers tell about their very first wheat crop on their first farm after moving from another state, and if it wasn’t Robert Frost talking, it was his cousin, five times removed. I have heard locomotive engineers talk about America as they ride it in their steel. I have heard mothers tell of the long night with their firstborn when they were afraid that they and the baby might die. And I have heard my grandmother speak of her first ball when she was seventeen. And they were all, when their souls grew warm, poets.”

And they were all, when their souls grew warm, poets.


And a bit later, in the same essay, he writes:

”The Feeding of the Muse, then…seems to me to be the continual running after loves, the checking of these loves against one’s present and future needs, the moving on from simple textures to more complex ones, from naive ones to more informed ones, from nonintellectual to intellectual ones. Nothing is ever lost… Do not, for the vanity of intellectual publications, turn away from what you are—the material within you which makes you individual, and therefore indispensable to others.”

This next quote is from his essay titled, “Drunk and in Charge of a Bicycle.” This essay is about some of his life experiences and how they influenced the stories that he wrote. Mostly, I just loved this quote because of the lyrical language and the image it evokes.

“I was in love, then, with monsters and skeletons and circuses and carnivals and dinosaurs, and, at last, the red planet, Mars.”

And the last quote comes from an essay titled, “The Secret Mind,” about his foray into script writing. He says, “We are all rich and ignore the buried fact of accumulated wisdom… We are cups, constantly and quietly being filled. The trick is, knowing how to tip ourselves over and let the beautiful stuff out.”

Responses to Zen in the Art of Writing

The Joy of Writing

The first essay in Zen in the Art of Writing is called “The Joy of Writing.” In it he gives a couple of childhood anecdotes and explains how his joys and fears as a child influenced him to love writing and to take it up as his career. In response, I simply wrote a list of my own joys and fears from various points in my life.

A List of Joys and Fears

Mattress. Beaver skull. Dumpster divers. Boisterous strangers that swear loudly. Chainsaw. 7th grade English class. What’s under the ocean. Tree branches. Stretching. Pond. Hunters. Bears. Buttercups. Porcupine quills. The tiger. You bitch. Sunsets. Being chased. Trapped. Pebbles. Raindrops. Green grass. Rock turtles. Rats. Rat tails. Cat tails. Fresh herbs.

I’ll let you decide which ones are joys and which ones are fears ;)

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Run Fast, Stand Still…

In his essay titled “Run Fast, Stand Still, or, The Thing At the Top of the Stairs, or, New Ghosts From Old Minds,” Bradbury discusses honesty as a writer and his strategy of writing down ideas based off of his loves and hates using word association. In response, I wrote a list of things I love, which I will share with you, but not until after another quote from this chapter:

“Run fast, stand still. This, the lesson from lizards. For all writers. Observe almost any survival creature, you see the same. Jump, run, freeze. In the ability to flick like an eyelash, crack like a whip, vanish like steam, here this instant, gone the next—life teems the earth. And when that life is not rushing to escape, it is playing statues to do the same. See the hummingbird, there, not there. As thought arises and blinks off, so this thing of summer vapor; the clearing of a cosmic throat, the fall of a leaf. And where it was—a whisper.”

List of Things I Love

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  • Goblin’s paws

  • Bricks

  • When the leaves turn upside down

  • Water droplets on the window

  • A crunchy leaf

  • Lettuce and strawberries

  • Octavius’ droopy cheek flaps

  • Smooth legs

  • When Josh laughs

  • Ducks

  • Ripples on the pond from the wind

  • The way ice in a field smells

  • A snow wind

  • Crisp air

  • When you can’t hear cars or airplanes

  • Piano music

  • Riding on boats

  • Sitting in the sun, on the grass, specifically

  • The way bees feel crawling on your hand

  • Beekeeping with Dad

  • Colors in planed lumber

  • Orange soda and ice cream

  • Birds

  • Skeletons of dead things

  • Root systems, particularly of trees

  • The way gardenias smell

The Long Road To Mars

The first sentence of Bradbury’s essay, “The Long Road To Mars,” reads, “How did I get from Waukegan, Illinois, to Red Planet, Mars?” This is the essence of the essay, how he first began making money at his writing and got to the current point in his life. In response, I wrote my own list of firsts.

Firsts

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First injury: when my umbilical cord broke
First friend: Gary, Sarah, and Evan
First novel: The Mystery House
First airplane ride: to New Hampshire to visit my ailing great grandmother
First pet: Ginger
First country besides the US: Jamaica
First car: Hyundai Elantra, she was a good car
First accident: with Ryan and Nick (I wasn’t driving)
First time driving through rural West Virginia, dinosaurs; and the garden upstairs with a lilac tree where Sarah always got stung by bees; water lapping against the beach as we drifted towards Blueberry Island; and the musty smell of kindling and tobacco as I learned how to light the smoker and bring the wood stove back to life from red hot coals; noticing the spidering cracks in the sidewalk and the way ducks fly and the shape of a heron from below; the smell of the earth after the rain.

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Ariele University: Storytelling & Pebble in the Sky

The next installment in my fake master’s degree (click here to learn more about what I’m talking about), is a book report on Pebble in the Sky by Isaac Asimov. Part of my goal is to read works by the late and great scifi writers (okay, not all the great ones are late) to get a sense of first of all how science fiction and fantasy have changed over the decades, and secondly to see how they haven’t changed.

EARTHMAN BEWARE is my absolute favorite backcover copy I’ve ever seen lol

EARTHMAN BEWARE is my absolute favorite backcover copy I’ve ever seen lol

There is some debate over when science fiction first started. Some say ages and ages ago, with stories like Gilgamesh or A Thousand and One Nights. But most agree that modern science fiction as a genre was started (or restarted) by Mary Shelley with Frankenstein in 1818. Jules Verne and H. G. Wells made the genre balloon even more (not that they were the only scifi writers, just the biggest), and catapulted us into the 20th century.

Of course, we are now in the 21st century and have a wonderful foundation of writers and stories to build upon, and Isaac Asimov is one of the best and most revered.

I grabbed Pebble in the Sky for $5 at a used bookstore and its been sitting on myself for years, so I figured this was the perfect reason to finally pick it up.

And I loved it.

Isaac Asimov is a world-renowned science fiction author, and even though my first foray into his writing was with one of his lesser-known works, I can see why. He reels you right in, makes you curious, and builds tension right from page 1.

But for this essay specifically, I want to focus on storytelling and plot structure—two concepts I’ve been working particularly hard on of late; and even more specifically, I wanted to narrow down to one particular decision he made regarding the overall story: I strongly disagreed with the way in which he communicated the primary climax. But let me start from the beginning.

The story is written from an omniscient viewpoint, and as such, Asimov is able to tell us the goings on of a wide variety of different characters, including Joseph Schwartz, the main character; Affret Shekt, a scientist; and Rola, the scientist’s daughter. There are a few other one-off perspectives (such as Rola’s love interest), but for the most part, I would call these the three primary characters.

The main idea behind the story is that Schwartz is somehow transported to the future and then subjected to a procedure that makes him incredibly intelligent. This is set against a backdrop of interplanetary warfare that centers around the people of Earth revolting against the Galactic government.

Right from the beginning, we see Schwartz’s post-time-travel confusions—he is portrayed as a simple man from the mid-1950s, changed into a not-quite-so-simple man—and we see his subsequent escape from the scientific lab, his fear and astonishment at how different the world is, and his desperate attempts to understand exactly what’s happening to him. His emotional state is quite clear, right from the beginning.

Despite the omniscient narrator shifting from character to character, we always come back to Schwartz—how he’s feeling, what he’s doing, and what he wants.

Then the climactic moment arrives. The main characters are working to prevent the release of a terrible virus that will decimate the population of Earth, but we don’t see anything from Schwartz’s perspective. He is the primary actor, the only living human intelligent enough to see all the moving parts and make the necessary decisions to prevent the end of humanity. And yet we are excluded from his perspective. We don’t get to experience his emotions—the fear, the doubt, the hope, the racing heart and clammy hands—up close. I believe this storytelling choice on the part of Asimov diluted the impact of the ending.

To play devil’s advocate (against myself) I tried to put myself in Asimov’s shoes. Why would he make this decision? Aside from things like social pressure, because his agent or publisher said so, or because he was rushed to put out a draft, I think he believed that showing Schwartz’s side of things would give too much information, and as such decrease the tension of the ending. So instead, he shifted to showing the final excitement from the perspective of the other characters.

I still disagree, however. Because he wrote from a distant omniscient perspective, he didn’t have to show us exactly what was going on inside of Schwartz’s head, only what his actions were, with maybe a few hints at his emotional state. Schwartz’s plan could still be revealed slowly, maintaining the climactic tension, but the reader would still have been there each step of the way. Instead, we are left to find out exactly what Schwartz did after the fact, from the perspective of one of the other characters.

Other than that, I thought the book was excellently crafted, with each of the character perspectives purposeful and relevant to the main conflict, beautiful, lyrical prose, and an exciting premise that made the story hard to put down. I found the book to be engaging, exciting, and entertaining. Asimov’s skill at crafting language is unparalleled—I even learned a few words I didn’t know before (parallelopiped, monomania, macadam, effete, and I knew this one but love that he used it, especially given the modern hatred towards adverbs: freezingly).

But, had I been one of his editors, I would have recommended taking a closer look at the end.

Thank you for taking the time to participate in my fake master’s degree! Have you read Pebble in the Sky? If so, comment on what you thought of it below.

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Ariele's Writing Life: A June (Very Nearly July) Update

Things are rushing along at the speed of time, as you probably could have imagined, so I figured I should stop in and give a quick update on all the things that are going on.

I have my hands in a lot of buckets, all at the same time, apparently.

Bucket #1: Land of Szornyek

I know I haven’t stopped talking about this project since I started working on it, but it’s still kicking! Tentacles and Teeth has been published (March 28, yay!) and I had an excellent promotion that has resulted in a good number of reviews already—hopefully, there will be more to come.

Most of my work on this has been focused on the next two books: City of Dod (Book 2) is currently in production, and Book 3 (Untitled) is being drafted. I’ve also been working on my Patreon, doing updates, illustrations, ordering postcards, that sort of thing—as well as a super secret surprise.

Here is a video update for my Patreon that you can watch:

Bucket #2: Fairy Tales IN SPACE

When I quit my freelance work (did I mention that I did that? I’m a full-time author now. It was back in April. A lot has happened since then lol.), I jumped right into a brand new project. I’ll be releasing a series of fairy tale novellas, all set in space—more specifically, all set in an intergalactic space city called Rove City—sort of my fairytale kingdom in space.

I’m well on the way to being able to release the first one—a retelling of Cinderella (Untitled, thus far), and have two others mostly or partially drafted (a version of Jack and the Beanstalk, and a version of Beauty and the Beast). I’ve already scheduled my cover designer and my editor, so things are looking good!

Bucket #3: Yellow Arrow Publishing

Did you know I’m the Vice President of the Board of Yellow Arrow Publishing? Yup. Also something that’s been in the works. YAP is a local (Baltimore) non-profit that seeks to support women-identifying writers. Currently, we publish a biannual journal, host a reading series, have a writers-in-residence program, and run workshops for writers. We will also begin accepting submissions for full-length manuscripts very soon.

A couple things I’d like you to know:

  1. We have a HUGE event coming up on August 2nd. If you’re in the Baltimore area, PLEASE COME. It’s Literary Night in Highlandtown, and we will have authors at wonderful venues all over town (art galleries, restaurants, bars, etc.) and a live readings by some of our very own, MD-local writers. There will be free books, free food, free alcohol, so bring all your friends, family, children, and dogs!

  2. We need funding! If you are willing to make a small donation, CLICK HERE. (This is pretty much my entire job as Vice President, so you will likely be hearing more from me on this lol.) We are a 501(c)3, so your donation is tax deductible. If you are a business and want to sponsor this event, a future event, one of our writers, or anything at all, or you want to partner with us in some way, email me! ariele [at] yellowarrowpublishing.com

  3. That’s actually all, but I really like things to be in 3s, not 2s :D

Bucket #4: Discord

I don’t know how many of you are familiar with the Discord chat platform (mostly for gamers) but I’ve been running a server made entirely of writers and authors! If you’d like to join, let me know. We run sprints, talk about writing, editing, marketing, publishing, and all kinds of things, and we’re always looking for people that want to participate. We have trad- and indie-published authors, writers that are just working on their first manuscripts all the way up to those who have a good number of books published.

Bucket #5: Workshops & Conventions

A newish thing I’ve been doing is running workshops and speaking at conferences. I co-ran two workshops with YAP in January and February, spoke at the Eastern Shore Writers Conference in March, and ran two workshops with the Maryland Writers Association Montgomery County Chapter in May and June. I have three workshops with YAP planned for this fall, and will be speaking at the Hallowreads Convention in Ellicot City in November. I’ve also been doing Conventions—Awesome Con in April, GalacticCon in June, and Shore Leave coming up here in July.

Deidre Brown Prescott <3

Deidre Brown Prescott <3

Bucket # 6: Life

And of course, life stuff in general keeps going, regardless of whether my books get written or not. Josh is in business school right now, we spent a lot of money on getting our roof fixed; next up, we are dealing with drainage issues in our yard (hurrah for landscaping!). We went to visit my parents for a weekend, and Josh’s parents, aunts & uncle, and sister & boyfriend also came to Baltimore to visit. My mentor passed away (I’m a little sad she won’t get to read this—she loved getting all my blog post updates), so I made a whirlwind trip to NH for the service in the middle of everything. But Josh has a nice, long, 6-week break coming up in August, so I’m looking forward to having a little time to breathe.

Honestly, when I type it all out, it sounds exhausting, but the truth is: I’m loving every second of it.

Anyway, here’s a picture of the dog.

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Thanks for listening :) <3

Building A Single Marketing Strategy for Authors

Welcome to the blog of Ariele Sieling, author! If you would like to learn more about her, click here to sign up for her newsletter. She also offers publishing and marketing consulting services. Click here to learn more.

Another version of this article was shared on the Revision Division Vault.

We authors are at war. We have at our disposal the books we write, our author network, and a few tools that may or may not work, depending on the day or the time or the mood of the universe as a whole. We are fighting for the attention of a few—10 or 100, maybe 1000 people that love our work, our words, our stories. But we have to compete for their attention against life in general, the entire internet, all of television, and every other book that’s ever been written (just to name a few things).

In addition, each of us is just one author, with a finite number of tools, a finite number of hours, and a finite number of dollars to use in the war to reach the hearts and minds of those people who are going to love our books. But too often our marketing feels like we are just flinging paint against the walls and hoping to paint a picture.

So how do we decide exactly where we are going to spend our time and dollars? What do we invest in?

How do we build one, holistic, marketing strategy that we can use to keep us on track, moving forward, and overcoming all odds in this crazy world of modern publishing?

The short answer is: I don’t know. But I do know that a lot of the “strategies” that are out there, aren’t really strategies. They are tactics. Single activities. Once-in-a-lifetime strokes of luck. I might not have a solid, single answer, but I do have some suggestions.

If you’d like, I’ve created a template that you can use to walk through the process along with this blog post.

1. Decide your endgame.

Whenever I ask people, “what’s your goal as an author?” I usually get back the same answer from everyone: I want to make money. I want to pay a few bills. I want to send my kids to college. I want to be able to quit my job. My response to that is: Yes. I know. That’s what we all want.

The truth is, your endgame can be anything you want. And if money is what you want, build your marketing plan around it (and maybe try becoming a lawyer or investor instead of an author lol). But there are a lot of other ways to be successful as a writer, and I think it’s worth considering the bigger picture.

So, what else do you want? What impact do you want to make in the world? What lifestyle do you want to live? Why did you start writing in the first place? Where do you want to be in five or ten years? If you were to die without having ever made a cent on writing, what do you hope you will have achieved?

Here are a few examples:

  • I want to have one TRUE fan that loves everything I write.

  • I want to create resources for teachers to help improve the XYZ part of children’s lives.

  • I want to leave my story behind for my grandkids.

  • I want to check off an item on my bucket list.

  • I want to increase diverse representation in literature.

  • I want to write a TV series.

  • I want to run a personal training/SEO/cooking/consulting business.

  • I want to start a movement.

  • I want to write body and sex positive books.

  • I want to help people solve a problem in their lives.

  • I want to inspire teenagers to pursue the sciences/arts/cooking/etc.

  • I want to tell the stories of a particular group of people.

  • I want to help other people achieve their goals.

Now, when I said earlier that your endgame can be anything, I meant it. It can be the same as someone else’s endgame or it can be so unique and crazy that everyone else thinks you’re insane. You can have one or two or three endgames. You can change your mind about your endgame five years from now. Or maybe, your endgame is simply this: I want to write books every day.

Whatever your endgame is, it will determine the choices you make as you piece together your marketing strategy. Every marketing activity you participate in, every marketing choice you make—it should always point back to this.

2. Determine your objectives.

As I said, we are fighting a war. So what do you need to accomplish in order to win the war? That depends on what war you’re trying to win, what your endgame is.

Objectives should be reasonable, specific, and measurable—you need to know when you’ve accomplished it. But again, they can be anything you want.

For example, if my endgame is to conquer Canada, my objectives might look like this:

  • Invade Saskatchewan.

  • Win Saskatchewan.

  • Invade Nova Scotia.

  • Win Nova Scotia.

Or maybe it would look like this:

  • Overwhelm Canada with bears (or alligators since they probably have their own bears).

  • Win the hearts and minds of the Canadian people until they ask to be invaded.

  • Slowly move the US/Canada border north until they are completely encompassed and maps list them as being part of the US.

  • Convince enough US citizens to move to Canada that we’ve basically occupied them.

Okay so, clearly military strategy is not my thing. But let’s take a closer look at author marketing strategy instead. If my endgame is to increase diverse representation in literature, I’m going to focus my time and efforts in two areas: first, I have to write books with diverse characters (so I’ll create a separate strategy for that, but that’s writing, not marketing). Second, I have to get my books into the hands of people that want to read about diverse characters.

So who do I think will want to read my books?

Objective 1: Determine my target audience.

Once I know who to focus on, then I need objectives to keep myself on track and moving in the right direction.

Objective 2: Get 100 pairs of (new) eyes on my books every week.

Once I know for a fact that lots of people are seeing my books, I have to draw them in.

Objective 3: Create a sales funnel.

Once they’ve been drawn in, I have to keep them around.

Objective 4: Create audio/visual experiences that enable my readers to invest more emotional energy into my books and my worlds (and make them want to buy later books in the series).

I could go on like this for a while. These objectives are HARD to write. Impossible, sometimes. And honestly, I’m not sure there are right or wrong, good or bad objectives. It’s all about what works for you.

Let’s try another example. Say your endgame is that you want to provide resources for teachers to help kids learn math.

In this scenario, you already know your target audience: teachers. And getting 100 teachers to look at your books every week seems like a bit of a stretch. Besides, in order to get buy-in from teachers, you don’t just want them to see your work, you want the opportunity to get up close and personal with them—you want them to experience your work.

Objective 1: Build a network of teachers that are interested in your product.

Once you’ve found the teachers, you have to convince them to at least try your work.

Objective 2: Create a sample product that you hand out for free for teachers to use.

Teachers are now actively engaging with your work. How do you get them to buy the curriculum?

Objective 3: Approach principals and superintendents and offer discounts for bulk sales.

Now you have your books in a few schools. How do you get them to keep using it, and wanting more from you?

Objective 4: Schedule school visits, workshops, and conferences to connect teachers with ongoing support and resources (that you provide).

Objectives are the things you need to accomplish in order to reach your endgame. You can have as many or as few objectives as you want. Maybe you start with two or three and add more as you go. Maybe you write down a few, hate them, and try something else later. Whatever works for you and for your endgame. After all, once you’ve started moving forward, you’ll probably keep moving forward. It’s the first law of physics!

3. Develop your tactics.

Tactics are different than objectives in that objectives are what you are trying to accomplish and tactics are the actual actions that you take. When I really, truly understood the difference between objectives and tactics, that’s when my marketing completely shifted. Most of the things people tell you to do to market your book are tactics. When someone says, “The best way to get book sales is to post in Facebook groups!” —that’s a tactic. When someone says, “The best way to get book sales is to do book signings!” —that’s a tactic.

But, there are bajillions of possible tactics you could use. So, the best thing to do is to write your objectives FIRST and then choose tactics that are going to move you in the direction you’re trying to go.

Let’s pick an easy objective to begin with: Get 100 (new) pairs of eyes on my books every week. This is something most marketing plans probably have in common (if not 100 eyes, then 10 or 50 or 500). Basically, you need to reach your audience.

So, what tactics can we brainstorm to get 100 eyes on our books every week?

  • Post on Facebook/Twitter/Instagram/etc.

  • Make a Youtube series about your book or topic

  • Put your books in Free Little Libraries

  • Donate a copy of your book to your local library

  • Go to comic cons, book signings, craft fairs

  • Set up paid ads (Facebook/Amazon/Bookbub)

  • Start a word of mouth campaign

  • Put out new books

  • Get people to sign up for your newsletter

  • Go on a blog tour

  • Pay for impressions

  • Do a giveaway

  • Post on Wattpad

  • Make book trailers

  • Get a short story in an anthology

  • Build a website/Google ads

  • Make a video game

  • Win a writing contest

  • Get on a podcast/start a podcast

  • Do radio/TV interviews

  • Pin images or set up boards on pinterest

  • Pay for a billboard

  • Put flyers on cars

  • Make a banner and have it dragged behind an airplane

For this particular objective, I could brainstorm hundreds of ideas. Pretty much anything you do out where people can see you will get at least one or two pairs of eyes on your books. The next issue becomes how to choose between all of the possible tactics.

Simple! You vet them.

Vetting Marketing Tactics

Not all tactics are created equal. Some are interesting or fun ideas, but will get you nowhere. Some are a huge time suck and some cost way too much money. For example, getting Beyonce to come perform at your book launch party is a great way to get new eyes on your books.

Lol.

So, here are my tips for vetting:

  1. Brainstorm as many ideas as you can. No idea is too crazy. No idea is wrong. Let your brain go wild.

  2. Check back in with your endgame. Cross off anything that doesn’t point directly back to that.

  3. Cross off anything that is literally impossible. Although, I would pay a lot to see alligators performing a spoken word pop-up version of your self-help manual.

  4. Cross off anything you can’t afford. [Note: you SHOULD have a marketing budget. Even if it’s only $10 or $20 a month.]

  5. Cross off anything that is going to make you have a terrible, horrible, no good, very bad day. Seriously. If you hate doing something… DON’T DO IT.

  6. Cross off anything that you’ve tried that you know for a fact won’t work. Note on this: try to be a little objective about this one. Before you completely eliminate an idea, ask yourself “why didn’t it work?” Could it be that you did it poorly? Or that you did it the day the world ended? Or that you did it but forgot to include a link to your book? Only cross it off if you know for a fact it won’t work. I know for a fact that spamming my book in FB groups does NOT work on scifi readers. So I don’t do it.

Even after working through this list and crossing off possibilities, you’ll may still have quite a few options left. So the next step is to prioritize.

  1. Prioritize anything that is directly and obviously related to your endgame.

  2. Prioritize anything that you already have the skills to do. [In fact, I highly encourage you to try to be creative—make a list of skills you have, like gardening or accounting or music or art, and see if there are ways you could use those skills to market your books.]

  3. Prioritize anything that will help you push forward more than one objective. For example, if you have five objectives, and creating a Facebook group is a tactic that will help you achieve 4/5 of them—do that!

  4. Prioritize based on your time and/or resources. If you have money but not time, prioritize things that might cost money but take some of the work off your plate. If you have time but not money, prioritize things you can do but that aren’t expensive.

Let’s talk through another example, with the endgame being to help teachers teach math more effectively to their students.

Here is your objective: Offer bulk sales discounts to schools.

Here are some tactics to consider:

  • Reach out to teachers you know, and ask if they can put you in touch with their principal

  • Go to teacher or administrative conferences and network with principals/superintendents

  • Send out cold emails or make cold phone calls to principals/superintendents in your area

  • Pay for a vendor table at a local event, a school event, or a conference

  • Pay for Google/Amazon/Facebook ads targeted at principals, teachers, and superintendents

  • Make videos of you demonstrating your technique, and post on Youtube (with the appropriate keywords attached)

  • Build a website and post a blog with information about the technique, math, or related content

  • Start a podcast where you talk about your technique and other related techniques

  • Hire alligators to do a spoken word performance of your math technique outside the house of principals from your target area

If it were me, I would never cold call because I hate talking on the phone. I probably would make a video series, because I have the skills to do that. And I would probably be a vendor at events, because I like talking to people face to face. I would seriously consider the alligator performances, but probably end up crossing that off the list as it would be too expensive.

Whatever tactics you choose should always point back to an objective, which should point back to your endgame. If you do this, you’ll never sit around wondering, why am I even doing this? You’ll know exactly why. As you get more involved with this sort of planning, you can start to add layers—hire people to do some of the work for you, improve your methods of measuring what tactics work and don’t work, learn where is best to invest actual dollars. And you won’t get so caught up when a tactic fails, because you’ll have a plan, and know exactly what to do next.

And hopefully, before long, your marketing plan will be chugging along, and carrying you with it.

4. Get started.

Don’t wait until you have a perfectly thought out, perfected marketing plan. Seriously. Don’t wait. Start now. The longer you wait to get started, the less time you’ll have to enact all parts of the plan. We all have limited hours, days, minutes, so don’t wait.

A couple of extra thoughts on book marketing for authors:

  1. It’s work. It’s hard. I hear/see a lot of authors complain about how it’s not working, or ask for the easiest ways to market their books. If you want to be a career author, then you have to be all in on the marketing as well as the writing, whether you’re trad published or indie.

  2. If you go through this whole thing, get to the end, and think, “I don’t want to do all this. I just want to leave a legacy, or cross an item off my bucket list, or leave behind a book of memories for my grand kids,” then do that! Don’t worry about all this other nonsense. Write the book you want to write, and give it to your grandkids. Or cross it off your bucket list. Or donate it to your library. Put in exactly the amount of work you want to put in, and not a bit more.

  3. If you’re feeling overwhelmed, consider this: do one thing at a time. We all have lives. We have jobs or school, families and illnesses, volunteer work and chores at home. We can’t do everything. So start by picking one thing. And do that one thing. That’s enough. And when you feel ready, pick a second thing. It’ll figure itself out. And don’t feel like because everyone else is doing this, that, or the other thing, that you need to be doing that too. Just focus on your endgame, on your plan. And be consistent.

  4. This system I just wrote out might not work for everyone. It’s not a hard and fast system. It’s just an idea, a suggestion, a guide. Do what works for you, ignore the rest. If anyone ever tells you that their way of marketing (or writing) is the only way, or the best way—they’re wrong, and just trying to pull one over on you. Do what works for you. The people that go viral are the people whose approach to marketing is as unique as they are, as unique as the content they produce. Be unique. Take your natural creativity and apply it to your marketing.

5. Get started. Seriously. Do something.

Every time I share this blog post or give a workshop or presentation on this topic, there is always someone that comes up to me/messages me and says, “Okay, this is great and whatever, but what am I supposed to do?” Which is of course annoying because I just wrote 3k words (or gave a 1 - 2 hour presentation) telling you exactly what to do, step by step. But I think I know what they mean. They mean, “please just give me one thing that I can do today, while I’m working on building out this wonderful, beautiful, and absolutely exceptional plan you’ve just outlined for me, Ariele, a thing that won’t be a waste of time.”

So, I have four suggestions. If you need something to DO, do one of these four things. And if you’ve already done these four things, then just build the damn plan already! ;)

  1. Build a website. Pay for it. Building a website is so easy these days that there is literally no reason not to do it. Weebly, Wix, Squarespace (that’s what I use), whatever you want. Just do it. Minimally, it would be helpful for your website to have: information about you, links to your books or information about what you’re working on (if you don’t have books), links to your social media if you have them, and contact information—a form, an email address, your choice.

  2. Set up an Amazon Author Central account. This is for those of you that have a book available on Amazon. Include a photo, a bio, and make sure to claim all of your published books.

  3. Choose one social media platform and learn how to use it. Use it as a user, not as an advertiser. Learn the ins and outs, tips and tricks. And use the tools it offers. Don’t skip hashtags because they’re ugly. Use them! Don’t skip stories because you don’t like your face. There are lots of other things to video (plants, your dog, the sunset).

  4. Set up a newsletter. Remember there are laws about newsletters (more info here) so use a service like MailChimp, Constant Contact, or MailerLite. And commit to sending out an email once a month, or once a quarter.

Final thoughts on marketing:

  • Writing is for you. Publishing is for you too. Marketing—is for your reader.

  • Marketing is work. Complaining doesn’t make it less work. It also doesn’t make it easier.

  • You don’t have to ever market if you don’t want to. And don’t let anyone tell you otherwise.

  • If you want your marketing to be successful, be consistent. Keep at it. And keep learning new things.

  • And above all: write more books.

Sign up for my newsletter, email me any questions you have, comment below if you have any thoughts. If you don’t like the system, forget about it and find a different one. I promise it won’t hurt my feelings :) .

Don’t forget your towel. And good luck.

Additional Resources

How To Market A Book by Joanna Penn

Influence: The Psychology of Persuasion by Dr. Robert Cialdini

Write. Publish. Repeat. by Platt, Truant, Wright

Let’s Get Visible by David Gaughran

…there are a lot more.