Publicity is a tricky thing. A lot of social media is people carefully trying to sell you their stuff, without looking like they’re trying to sell you anything at all. Influencers call this “your brand”, or your “author platform”, and some people are better at it than others, like most things in life.
My own experience with selling my stuff (ie, plays, ebooks and whatnot) online is that I am not good at talking myself up. I like the things I have written, am often quite proud of them, but it just doesn’t feel right to shout “My stuff is great! Buy it!” without at least adding “Of course, you may disagree, and there’s lots of other great stuff out there which may suit your needs better, I would perfectly understand if you want some time to compare and contrast and make an informed decision…”
This is NOT a great advertising strategy.
The trouble is, if you’re going to build a brand online, you need to be consistent. If you’re going to be consistent, you have two choices. The first is to invent the person you’re going to be, and stick rigidly to that persona whenever you post ANYTHING AT ALL. The second is to be yourself, and admit that sometimes that might not be great for everybody. This is why we see actors or authors get slammed for having political opinions online. We think we want to get to know the real person, but often there are doors we don’t want opened, or illusions we want to keep intact.
Part of who I am is the self-deprecating, anxious, uncertain person who feels it’s wrong to brashly boast of your brilliance. Certainly you won’t find me quoting reviews of my stuff on Twitter where I refer to myself in the third person (I have seen authors do this, and it looks weird.)
Anyway, this is a roundabout way of saying, when I finally got “Even More Cosplay Disasters” fixed for the third time and published for the second time, I was all out of enthusiasm for doing any publicity at all. I’d done a little for the first publication, and luckily it had fallen flat, because the book had NOT been properly published, and anyone who bought it would only have been able to download the cover.
I thought I might try and interest the local papers, but writing a press release is really just talking about yourself in the third person again, so instead I wrote directly to the reporter for the local paper (Janis Cleugh of the Tri City News) and asked if she might be interested in the story of a playwright who builds strange helmets and props with his daughter. She was, and she came round to interview me and my Eldest Weasel, as well as taking a very nice picture. She was kind enough to mention the books, as well as being very thorough in her questioning (best of all, she didn’t ask “Why the hell do you bother with all this tosh?”, which is Mrs Dim’s favourite question.)
Here’s the online copy of the article:
Sales of the books have not gone through the roof, so as an advertising stunt, it hasn’t achieved its aim. On the other hand, I did take a positive step towards marketing, and it was a different one to the ones I’ve done before. We got a nice picture out of it, if nothing else, and the article seems to have spurred Eldest Weasel on to fixing up Derek the Dalek for the next Fan Expo.