Wednesday, May 30, 2018

Let's Talk SMAC-Based Digital Marketing for Amazon Authors




Inside Count Val's Lair: CreateSpace and KDP
The innovator in the Value as a Service business model, Amazon's relationship with readers is value dominated and reader-centric.  Thus, Count Val, as I like to call Amazon, the world's most efficient Disruptive Value Vampire, is laser focused on providing value to readers, while making money selling books by the coffin-load. 

Count Val, ironically, doesn't give a bat's butt whether you or I sell books.  Why should he, when inevitably we all return like suicidal book-launch lemmings to CreateSpace and KDP, the value vampire's lair?  Worse, we do so knowing that Amazon's value platform, while a smorgasbord for readers, is for authors a potential coffin in a digital black hole called "the Cloud."

Why Learn to Use SMAC-Based Digital Marketing?
Whatever view we hold of our affair with Amazon (and I admit I'm in love/lust), our goal is to monetize.  Thus, it's critical we know what SMAC is and, in addition, that we know why SMAC-based digital marketing is necessary to slay the disruptive value vampire.  I use "slay" in the positive and cooperative "we're gonna kick some butt and sell like crazy on Amazon" sense because,  metaphorically speaking, we're all brides of Count Val, and we all love him, yes?

What is SMAC?
SMAC means: social, mobile, analytic, and cloud.  With a business model and value drivers that seduce readers, you can use SMAC-based digital marketing to: 
  • Improve the cost and value of your products and services
  • Enhance readers' experience
  • Increase your Amazon sales
Note: SMAC's no panacea.  You still have to deliver a sexy product mix with a clear message and great value, so readers can compare your books and pricing with competitors' and then pick those they wish to buy.  

SMAC is much more than checking in with readers each day on Facebook.  SMAC includes the following:
  1. Web-based technologies. i.e., social media
  2. Mobile platform technologies, such as mobile apps
  3. Analytics, such as Facebook's analytics dashboard
  4. Cloud computing, such as networking
To visualize SMAC, imagine you're holding a sheet.  Pick up the above four items, then toss them into the sheet's middle and fold and tie all four corners.  You did it!  You folded all four SMAC-based technologies in one big sheet, and now they can work together to help you achieve your digital marketing goals.

How Can I Use SMAC-Based Digital Marketing to Slay Count Val?
Now that you're holding your big sheet of SMAC, what do you do with it?

SMAC-based technologies let you engage socially to improve your "value as a service" business model and thus to enhance readers' experience, cost, and value.  Sounds great, you say, but what do I get?

Using SMAC technologies, including for example Facebook's ad for email signup, you can couple your ad campaign with Facebook's analytics dashboard to:
  • Collect actionable data about readers
  • See touch points and the path of interaction readers took to convert or buy
  • Display which audiences engage with your content and convert
  • View readers who hopped from your Facebook app to your Website and back before converting
  • Build custom audiences based on specific insights
  • Segment and re-target readers who followed a specific path to your page

What's So Great about SMAC-Based Digital Marketing?
The main benefit of SMAC-based digital marketing is that it increases a thousand-fold your ability to engage with readers across all marketing channels, without having to piece ad campaigns together and track and measure results on an ad hoc basis.  For authors, the overwhelming task of conducting an ad campaign just leaped forward light years.  In addition, as a result of what you learn through social listening and analytics, you can continuously improve your business model and marketing strategies to increase your share of voice on Amazon.

I use Facebook's analytic dashboard in this post as an example, but you can find an infinite array of SMAC-based technologies to manage your digital marketing.  In addition, the marketing processes (for example, audience targeting and measuring your share of voice against your competitors'), all of which used to suck up huge blocks of time, are now automated and in the cloud.  As a result, you save hundreds of hours of marketing time, and if you use SMAC-based digital marketing correctly, you can slay Count Val in his own lair.

More Resources
For more on business models and value drivers:
http://blog.marymcfarlandauthor.com/2018/05/2-disruptor-rules-for-indie-authors-on.html.

http://www.lifeofastoryteller.com/2017/07/31/10-types-digital-marketing-authors/





Tuesday, May 22, 2018

2 Disruptor Rules for Indie Authors on Amazon



22 May 2018: 2 Disruptor Rules for Indie Authors on Amazon

Your Goal: Monetize on Amazon
Indie author?  On Amazon's CreateSpace or KDP?  Then you have a goal.  Or two.  Or three.  But one takes precedence over most others: monetize.  Make money selling your books on Amazon.

Your Problem: No One's Buying
Isn't happening, is it?  I know, I know.  It's frustrating.  You're a pro. You've devoted your life, well a chunk of it, to writing your fantastic novels and . . . no one but your mom or your BFF is buying.  

What's Stopping You from Selling?
Question: What's your Share of Voice?  If you can't answer, you're like many indie authors and, as a result, you're making zip from your books or barely enough to buy your Starbucks.  I didn't know what share of voice (SoV) meant either, but I've spent the last year learning.  As a technical writer with a Master's in Comp Rhet and years of experience examining software systems, I realized that the frustration my indie friends like you--and I--were experiencing, as the result of low or no SoV, was the result of ignorance.  We don't know what Amazon is doing, how it works, or how we should interact with it.  And that's stopping us all from selling.

What's Amazon's Business Model?
Here's another question (I'm so full of 'em): What's Amazon's business model?  

Note: A business model is a design for the successful operation of a business.  It identifies revenue sources, customer base, products, and details of financing.

As stated, I'm full of 'em, so question: what's YOUR business model?  Okay, so you don't have one, and as a result you've set yourself up to become Amazon's perfect value vampire victim.  Because Amazon's business model is a value dominated relationship with readers, it means that you give away freebies, or you sell for .99, or your books sit on Amazon, while you languish as they say "in obscurity."  

Amazon is the innovator in the Value as a Service Model.  It is reader centric and focused on providing value to readers.  Value is realized through readers' Amazon experience, which is a huge value driver, and through Amazon's seamless integration into readers' lives, a key plank in Amazon's value platform. 

My point: Amazon's relationship with readers is value dominated, so any way the disruptive value vampire can suck your blood and give it back to readers as value keeps Amazon fat and happy, while you . . . 

2 Disruptor Rules You Can Follow Starting Now
Rule 1: Hammer out your business model.  Few know how to develop one, but you can and should start defining yours now because unless you have a business model, you have no clear strategy for marketing and selling on Amazon.  And no clear strategy means few or no sales.  I'd like to tell you it's easy and that you can formulate a loose business model overnight, but it's an impassioned endeavor with a steep learning curve.  It requires that you identify and put in place things like your platform, products and services matrices, sales channels, your marketing strategy, and much more.  

Rule 2: Identify your value drivers for readers or clients of your business.   A value driver is anything added to a product (your books) that will increase its value to readers.  These differentiate your product or books from those of your competitor and make them more appealing to readers.

Don't know?  Don't understand?  Better get busy Googling and figuring out what your value drivers are.  It's a new "free" economy, and every reader's shopping options are infinite.  Identify what differentiates your books from your competitors' and then figure out how to turn that into value for your readers.

Where You Can Learn More
I can't tell you how to follow these two rules in a blog post, but I'm happy to tell you about how I've implemented them in my platform.  I can share your pain and help ease it by telling you the steps I took, and those I plan to take, to become a value vampire slayer.  Find me on my Facebook channel, My Facebook Page, Mary McFarland Writer.

Thanks, and please share if you liked this post.  

All definitions were taken from the Web.


Wednesday, April 19, 2017

Mary McFarland Author - Official Blog: The Best How-to Writing Advice You'll Ever Receive...

Mary McFarland Author - Official Blog: The Best How-to Writing Advice You'll Ever Receive...: http://www.marymcfarlandauthor.com/ Why Do Writers Seek Validation Outside Ourselves? When you write, do you become paralyzed ...

The Best How-to Writing Advice You'll Ever Receive


Why Do Writers Seek Validation Outside Ourselves?

When you write, do you become paralyzed listening to your critique partner's, your beta readers', your editor's advice?  Do you scour the Internet for "how to" advice on writing?  Then you try the how-to instead of writing?  It doesn't work, so you don't write, or you polish a paragraph until it screams, while the rest of your novel goes unfinished? 

You repeat these negative patterns, over and over and over, imagining you've got all the time in the world to build a writing career.  No one's watching: I'll spend the day polishing this sentence if I want to.

Why?  Why do we look outside ourselves for ways to overcome our fear of accepting ourselves as we are and simply letting go and then writing? There are more reasons than time here, but in The 7 Deadly Fears of Writing, explained on menwithpens.com, a few are mentioned.  They include:

  • Rejection
  • Inadequacy
  • Success
  • Exposing Yourself
  • Only One Book
  • Too Old to Write
  • Fear of Research

There are, in addition to the infinite blog posts on this subject, books and doctoral dissertations ad infinitum.  I'm not implying you shouldn't try to discover new or better processes for writing.  Au contraire.  Part of my journey to becoming a better writer has been looking at all the how-to advice out there, and then choosing what works for me.

Are You a Fearful Writer?

I used to be so anal that I'd clench up when I sat down to write a new scene.  I'd spend days applying a new piece of how-to advice to every scene I wrote, but then--after I'd spent a year writing my novel--I'd decide: it's not good enough.  Worse, I'd shop my gem at writing conferences trolled by agents looking for emerging authors, then I'd go apoplectic if they didn't seem to love it. I'd sapped my creative spirit for a year, after all, and I'd done precisely what the latest how-to said I should. Why wasn't anyone wanting my novel?

Let Go: Write Fearlessly?

In Writing Fearlessly: An Exercise in Letting Go, Nanci Panuccio provides advice she gained from F. Scott Fitzgerald.  "The more vulnerable we allow ourselves to be on the page, the more universal we are." 

What does it mean to allow ourselves to be vulnerable on the page?  

Great question.  For me, it's much deeper than being vulnerable only on the page. I had to re-evaluate my whole writer's ethic.  Where was my "vulnerability" hiding?  Why couldn't I let myself go and be totally honest with readers--and with myself?  What was hiding inside my creative spirit blocking me?    

Oooooooo!  Those are tough questions, aren't they?  Let's return to Men with Pens and the 7 Deadly Fears.  Yes, there's fear of rejection, of exposing ourselves on the page.  There's also the fear that what we write will be deemed inadequate (where in hell does that come from?) by readers.  

If you and I stop and think about it, there's a whole world of fear buried inside us.  It keeps us from being vulnerable with readers.  Show me a writer who denies this: I'll show you a liar.  Basically, however, if we could marry Men with Pens to Nanci Panuccio, we'd be on to something.  Let's couple our fear with our crippling need to let go and be vulnerable.  To write.  To listen to our muse.  Then let's get to the bottom line: how do we let go and write fearlessly?  

I disagree with just about everyone on "how" this is to be done.  Panuccio says, "Free associate." And further, "Don't judge what comes up on the page.  Don't control it.  Don't worry about chronology, or even if scenes and fragments relate in any way.  Allow emotional significance to dictate what flows onto the page.  Trust it."

That works for a brainstorming session, but when we get down to writing several novels a year, I don't see that working, not even for a first draft.  The issue is time.  There's no time to go back and revise several hundred--or thousand--pages of "free-write."  

It's not just time, either, that prevents professional fiction writers from free-writing.  I'm going way-way out on a limb here, but hey! it's my limb.  I'm owning it.  Readers love us--if we're lucky--but they're reading for narcissistic reasons.  Pleasure.  To connect with a favorite character.  To Relax. Who knows?  They're not worrying about whether or not we've shrank ourselves enough to be "vulnerable" on the page.  If we are, they'll pick that up, anyway.  If we're not: same deal.  They'll know.  What they're doing is looking out for number one: themselves and their interests as readers.

Build Your Pitcher, Then Pour Yourself In

This is the part where I offer you--tough love.  Fiction writing is the toughest gig on this planet. You're competing with the best--and worst authors--on Amazon, the clock's ticking, and readers are jumping from book-to-book like fleas on a dog's back.  So you better build a pitcher, i.e., a scene (or chapter or plot), into which you can expertly pour your words--and emotion--without having to go back and revise extensively.

There's myriad ways to construct your pitcher, metaphorically speaking, your scene or chapter, so pick what works for you and then own it.  Once you've got your pitcher, pour your soul into it.  Ignore everyone.  Everyone.  This, again, isn't an invitation to free-write.  Within the structure of a scene, you can free your voice and pour with abandon.  Make no mistake, however, even the pantsers know you've got to have a vessel to fill before you can let go and write like the crazy gifted mad woman you truly are.

I'll be demonstrating my "structure and pour" how-to in an upcoming workshop at the Kentucky, Ohio, and West Virginia Writers (KYOWA) in Russell, Kentucky on April 29, 20176.  Here's the link: https://www.facebook.com/Kentucky-Ohio-West-Virginia-Writers-126278390751471/.   I'll offer a free PowerPoint and PDF version of my "how to" workshop on freeing your inner voice and adding suspense to your work.  To get your copy, find me on Facebook at https://www.facebook.com/MaryMcFarlandWriter and message me.


Works Cited




Tuesday, February 14, 2017

Do Your Characters Poop?


Do Your Characters Poop?

Create Interesting Characters, Not Brooding Turnoffs?

In 8 Ways to Write Better Characters, author Elizabeth Sims realizes, looking back on her first manuscript, that its shortcoming was "poor character development." Sims says of her characters, "The kids just don't pop."  I, being half blind, read, "The kids just don't poop."

Elizabeth, of course, didn't say "poop," but take a moment and think about it: how anal retentive were you being when you developed your characters?  Did you bedevil them with a mish-mash of personality traits--all narrowly detailed or imbalanced--that made your emotionally troubled characters unlikable?

Let's not go into your characters' potty training--or yours.  Rather, let's ask simply if your characters lack that certain je ne sais quoi that makes them interesting despite brooding minds and personality flaws. Think Professor Humbert, who obsesses over twelve-year old Dolores Haze. He's a sicko, but we can't quit reading Lolita.  Rhett Butler is also a personality many women today would find over-bearing, yet frankly, he and Professor Humbert are both fascinating.

Since Lolita and Gone With the Wind, characters have grown more "over the top," "edgy," and "dark," but they've grown--in Freudian parlance--less in-your-face emotionally, less raw and real (in my opinion).  However, they're still beautiful memorable misfits that pop for readers.  Think of the Bella Swans and Edward Cullens, the Anastasia Steeles and Christian Greys.  Do they not have those ineffable personalities readers enjoy so much they speak of them like family? 

Leverage Your Characters' Group or "Power Dynamic"

How easy is it to develop a Professor Humbert, a Rhett Butler, or a Christian Grey?  How can you make your darkly brooding or disagreeable characters pop? As Sims points out, there are many things you can do, but one tip among the eight she offers, which I find helpful, is her idea of leveraging the group. We're "students of human nature," says Sims, so shrinking our characters and analyzing their group dynamic is both necessary and fun.  Thus, we need to pay attention to what our characters do in groups.  I immediately thought of Lord of the Flies.

The key, however, isn't just analyzing group behavior.  You must leverage it, us it to enhance and develop your characters' personalities.  Sims identifies three works that "[ . . . ] use group dynamics to gripping effect," and then lists Richard Hughes' A High Wind in Jamaica, Kathryn Stockett's The Help, and David Mamet's play, Glengarry Glen Ross.  Sims breaks down the inter-relationships and how each contributes to making the characters more likable and dynamic.

In a previous post, Fouc U 101: Using Foucault to Enhance Characters' Power Dynamic, I also show how you can analyze and use your characters' power dynamic, basically by dismissing your inner narcissist and avoiding the use of descriptive narrative as a mode.  In this and future posts, I'll be providing more "how to" tips on using your characters' power dynamic to develop your characters.

Helpful Links

McFarland, Mary H.  Fouc U 101: Using Foucault to Enhance Characters' Power Dynamic
Sims, Elizabeth: http://www.writersdigest.com/writing-articles/by-writing-goal/improve-my-writing/8-ways-to-write-better-characters

Thursday, February 9, 2017

Fouc U 101: Using Foucault to Enhance Characters' Power Dynamic


Fouc U! 101: Using Foucault to Enhance Characters' Power Dynamic


What Readers Want

We're readers with individual tastes and needs, yes, but we're all on the hunt for that one novel.  We open it, start to read, and hallelujah!  We hear an angelic chorus, and we instantly know: this is no work of modest vocal force.  It's the one.  Yes, it's the big Messiah.  We don't just hear the words, but we also sense the author's fidelity to characters' moods, intentions, and motivations: we feel it. Reading thus becomes an ecstatic experience that seduces us, pulls us into the story and bonds us with the work's composer.  There's no greater experience in the realm of reading pleasure--none.  It's addicting.  We crave it.

The Near-Sensual Experience

Why?  Why do writers ignore the chance to create this near-sensual experience and, of more importance, why do we cheat ourselves of the chance to write stories that build pleasurable emotional bonds with our readers?  Many reasons, perhaps.  I've struggled to infuse my stories with this force, the force that makes characters' lives and personalities come alive, the force that grabs us by our souls' heels and makes us rise (pun intended), as King George II did when he heard Handel's Messiah, and cry out joyfully.  I can think of one reason indulged religiously by most writers, and it's as natural to us as breathing.  It's our desire to narrate as narcissist, rather than studying our characters' power dynamic and then articulating it with the emotional depth readers need and long for.

Whoa!  That's a mouthful.  Yup.  I'm not dumbing this down.  You've got to do your homework, which means immersing yourself in Foucault 101 (see link at bottom).  Don't like the idea?  Yeah, Fouc U, too.

The Magic Formula

I'm a writer (technical writer) by profession, with an extensive background in the software industry and, of late, a struggling fiction writer.  Thus, I automatically search for some formula I can hand you and say, "Here it is. Follow this, and readers will love your story." 

There is no magic formula for anything in fiction writing.  On the other hand, I've found a way of exorcising my narcissist, while narrating with passion (hallelujah!) and emotional depth my readers want.  It's based on my beta readers' response to my present WiP, a literary erotica (out-of-category romance) couched in a suspense plot.  It's called Damage, and it is shaped by my immersion in studying Foucault's power dynamic as it relates to text and subtext

The Event Horizon

As I said, exorcise your narcissist.  Tell her, "Be gone!"

Your story isn't about you: it's a composition, the same as Handel's Messiah, and it's got to reach your audience's "event horizon," a Foucault phrase.  In the most basic sense (Foucault is impossible to deconstruct definitively), but from my perception developed during my graduate studies, it's the point where readers' emotional core engages irrevocably with your story's text (and, especially, it's subtext).  Less literally, it means the "cosmic vault from which there is no return" (Görgün, Sevova).

So step one in reaching readers' event horizon is realizing: I'm not writing for me.  I'm writing to interact with my readers.  I'm creating emotional performance art.  I'm writing so readers can feel my characters' power dynamic, and that in response, my readers' will interact emotionally with my characters and their passion will be stirred.

Easy for me to say, isn't it?

The Poison of Reader-Character Interaction

The poison of writing that incites passionate reader-character interaction is descriptive narrative, simply describing what happened between characters and when.  When you do this, you ignore the potential to create a reader-character power dynamic.  All that remains is your own narcissistic interaction with your text and, some would say, your ego. 

It's habit, like breathing, and it's difficult to consciously analyze that we're doing it as we write.  The good news?  We don't have to.  There are infinite points in our novels where we can stop, go back, or move forward for a look-see and say, "Oh, wow, this is the point where my protags switched power lanes."  For example, in Damage, my WiP, Madison Warner finally gets it that her former lover's suicide made her needy in her present relationship.  At that point, I could have simply narrated and described her reaction.  Instead, I analyzed her power dynamic with Bale Buckwalter.  How do I want Madison to wield--or not--her newfound power?  What will Bale do in response, and why?  How does the couple's relationship pivot--or not--on the alteration in their power dynamic?

After my analysis, I carefully avoided narrative description as my writing mode, choosing instead other tropes to support the scenes' and my readers' emotional demands in ways that stimulate beyond the limits of narrative description.

Performing this type of power-dynamic analysis opens infinite ways to create scenes that excite readers, or enable us to return to old scenes and ask, How might I make this scene more emotionally satisfying for readers?

One Interpretation of Foucault's Power Dynamic

Doctoral candidates have built careers studying Foucault.  Today, he's viewed as anachronistic, but we can still learn a lot about passionate writing from the master of deconstruction.  In his dissertation on Foucault's power dynamic, Doctor Sergiu Bălan, with the Institute of Philosophy and Psychology, Bucharest, points out what we writers neglect, and that is the idea that power dynamics are not uni- or even bilateral.  They're organic and alive, and further, individuals are conduits of power, not passive recipients.  

My understanding of Foucault's power dynamic has helped me create and tweak my characters' power dynamics in Damage, and further, it has helped me get the intensely passionate reaction at this point, which I'm seeking from beta readers.  

Bălan, in "M. Foucault's View on Power Relations," sums it up as follows: 

Usually, power is understood as the capacity of an agent to impose his will over the will of the powerless, or the ability to force them to do things they do not wish to do. In this sense, power is understood as possession, as something owned by those in power. But in Foucault's opinion, power is not something that can be owned, but rather something that acts and manifests itself in a certain way; it is more a strategy than a possession: Power must be analyzed as something which circulates, or as something which only functions in the form of a chain . . . Power is employed and exercised through a netlike organization . . . Individuals are the vehicles of power, not its points of application.

Helpful Links


http://www.biennialfoundation.org/2014/06/10304/

Monday, April 18, 2016

Dragon from the Land Beyond Fantasy

How Did I Get Here? - Um, since it's Monday, and since this blog post is inspired by a ten year-old, I won't beg you to go into the specifics.  Cabbage patch, maybe?  Wink, wink.

I'm Not Writing What I Want - If you agree, if you're writing anything but what you thought you'd be when your head was filled with dreams of how life would be after grad school, welcome. You're in great company: mine.  And, oh, about a gazillion others.

What Happened?  I started out writing fantasy and poetry in grade school.  Yea, me!  I got so many atta-girls from my teachers.  In high school, I got hung up on Poe.  What's not to love, right?  My teachers--yep, it's always the teachers, isn't it?--hugeazz wink, wink--focused on stuff like rhyme in Annabelle Lee, while I drooled secretly over the suspenseful thrill thinking about the tell-tale heart and that oh-so-sharp swinging pendulum gave me.  I couldn't wait to get out of class and write my own Poe-like tales.

When Did I Know I Wasn't a Writer? I've always known I was born to be a writer.  You have, too. But between grade school (I skipped kindergarten: too danged smart for 'em) and my undergrad years, I picked up some bad behavior, motivated by what others, many others, told me I needed to do and think in order to be a writer.  Some of it included diagramming sentences, some of it involved deconstructing subtext, yada-yada.  You get the idea?  My whole self, my entire creative self, simply got subverted, redirected and misdirected. 

It's taken me years of stilted writing and attempts to learn how not to write what--and how--others have told me I need to. I've finally learned the only rule that matters: obey the inner child. 

What Do Dragons Have to Teach Us? - This weekend, I went to a writer's meetup at the Crown Plaza in Cincinnati.  I was sicker than a dog, din't want to go, but I pushed and, thanks to friends, made it.  But while I was sitting there, between trips to the bathroom, this little ten year-old named Katie showed up at my table and started telling me about her novel, Dragon from the Land Beyond Fantasy.  Jawdrop! This little kiddo, with dark brown curls and all sequined out in a cute outfit, starts telling me how she's a writer, how she's finishing this novel and working on her next. 

Katie's enthusiasm was boundless.  While she knew her genre and could hold her own with every writer at the conference, she didn't worry about any of that crap. She just held us all spellbound, rattled off her logline, her plot, and on and on.  

Wow!  I sat with tears in my eyes, not only because Katie was one superb kiddo, but because I felt more energized than I'd ever been in my entire writing life.  I'd reconnected with the most important part of me, my inner child.

Katie came back to get her picture taken with me.  I felt honored.  I couldn't hold back my tears of joy, and I encouraged her to come find me when she got Dragon from the Land Beyond Fantasy finished.

I think that kiddo was secretly a little dragon sent from the land beyond fantasy to remind me what's important about being a writer. 

Have you met your dragon?  Where?  Tell me.  It's Monday, so let's inspire.  

No promo on #MondayBlogs, but you can tweet me or whatever.  I just want to kick butt today and write like I was meant to.