Hey Writer! What's Your Brand?

Most of us are cynical enough by now to see that life is all about branding, whether we're being bombarded by ads for colleges, books, cars, shampoos, or a new designer line of t-shirts ($90 for a white GOOP t-shirt, Gwyneth Paltrow? Really?). Brands are built via movie placements, billboards, your Kindle's sleep screen, your radio station, your Twitter Feed and Facebook page. Sure, you can DVR your favorite TV shows and zip through commercials, but there's no hiding from the marketing trolls.

I know this. Yet, somehow I was still shocked when a writer friend recently asked me to change her quote after I interviewed her for a magazine story.

“I can't say that sort of thing in print,” she explained. “I've worked hard to build my brand, and I need to be consistent.”

“Uh, okay,” I said. I edited the quote, but I was stunned. When did writers start being brands?

This question led me through a maze of other squirrely musings. If you write a memoir, are you forever a memoirist? Is a writer of so-called “women's fiction” always doomed to have a slender woman's body parts on her book covers? What happens if a thriller writer dares to try his hand at romance?

Did Mark Twain have a brand? Was it “Southern novelist and humorist?” What about Hemingway? “Lion hunter, womanizer, and minimalist?”

These questions really made my head spin as I was redesigning my web site. (These days, a writer without a web site is like a McDonald's without the golden arches.) I had a perfectly lovely web site—one that I paid to have built when my first book was published--but it was constructed using a software program that made me sob like a napless toddler every time I tried to navigate it, so I decided to switch over to every writer's best friend, WordPress.

In the process, I had an identity crisis. What was my brand? Who was I?

I hadn't felt this confused since trying to follow the plot of those Bourne movies. My first book was a memoir. My second one was a novel categorized by some reviewers as literature, by some as women's fiction, and by others as that poor stepsister of women's fiction, “chick lit” (which everyone knows is sexier and will probably catch the prince's eye at the ball).

My third book, The Wishing Hill, is being published by Penguin in spring/summer 2013. It, too, is a novel. This one, though, is decidedly not chick lit, and more women's fiction/literature. However, my next book—the one I'm writing right now--is a paranormal novel featuring a dead voodoo priestess.

Oh, and I also write humor essays and feature articles for national magazines--usually about parenting, psychology, or health.

So, who am I? What's my brand? Do I have to spell it out in a theme of five words or less?

It would certainly be a lot easier for marketing purposes if my work could fit neatly on one shelf in a bookstore (even a virtual one). Think of bestselling writers who have household names, and you'll see what I mean: Elizabeth George writes British mysteries while Toby Neal sets hers in Hawaii. Stephen King writes books that make you look under your bed at night. John Grisham is known for his legal thrillers; each of Jodi Picoult's novels is women's fiction with a contemporary news hook; and Elin Hilderbrand writes books about women falling in love on the beach. See what I mean?

On the other hand, what about writers who ignore the rules? I've just finished two splendid books by writers who dare to scribble outside the lines. One was Wild, a terrific memoir by Cheryl Strayed, whose first book was a novel and who is widely known as an advice columnist by the name of “Sugar.” Another is Carsten Stroud's skin-crawlingly creepy book, Niceville, a horror novel along the lines of Stephen King, but one that reads like a police procedural with snappy bad guy dialogue worthy of Quentin Tarantino or maybe even Raymond Chandler. Previously, Stroud was known for his nonfiction and more standard crime novels.

What about Tom Perrota? His early novels, like Election and Little Children, were satirical edgy domestic dramas. Then he gave us The Leftovers, which crosses over into another realm ( literally), as he explored what would happen if there really was a Day of Rapture where only some residents of a certain town were chosen to be whisked into the heavens.

How do you brand Tom Perrota, other than calling him “brilliant?” And don't even get me started on writer Neil Gaiman, a man who grinds through every genre like a happy kid with one of those multipacks of tiny cereal boxes. Gaiman has one quote on his Amazon page that says what I feel: “I make things up and write them down.”

At the end of a good day, that's what any good writer hopes to do.

Ultimately, I decided to stop worrying about my brand and just put myself out there. What I want people to be able to do is find me—and find out about me. I chose the tag line “Writer and Red Dirt Rambler,” because my favorite place on earth to write—and ramble—is Prince Edward Island in the Canadian Maritimes.

Whew. Thank heavens that's over. My new web site will be live soon. Meanwhile, I can go back to making things up and writing them down.   

The Author Photo: Where's My Body Double When I Need Her?

Occasionally, I'm lucky enough to be invited to visit with book club members who have chosen my memoir as their monthly selection. I make a point of joining any book club within half a day's drive, because the members inevitably have such sharp observations that I always come away with something new to think about.
Last night was no exception. In fact, I was stubbing my toe on sharp observations before I'd even made it through the front door.
“You're the author?” asked a woman in obvious disbelief as I headed up the sidewalk and greeted several people gathered on the porch.
“I am,” I said, waving my book as proof. “It's an honor to be here. Thank you for inviting me.”
This woman continued to stare at me as I climbed up the steps. She wasn't hostile, exactly, but she was looking at me in a way that made me glance down quickly to be sure that I'd remembered the essentials: my purse, my notes, my pants.
While we waited for the hostess to answer the doorbell, this woman and I stood eye-to-eye while the other book club members shifted their feet around us like nervous ponies ready to bolt. “Were you expecting another author tonight instead?” I asked after a few moments.
My challenger shook her head vehemently. “Oh, no. We read your book for tonight. I just expected you to be...” and here she deliberately paused to look at the author photo on the back of the book. “Taller,” she finished.
“And younger?” I suggested.
“Well,” she said, and then the hostess opened the door.
Saved, I thought, but no. This woman wasn't done with me yet.
“When did you have this picture taken?” she demanded.
“Not soon enough,” I said. “I probably should have gotten it taken ten years ago, at least.”
With that, thankfully, everyone laughed and we moved into the house, where things proceeded more normally.
Still, her remarks stung. I had struggled, like all writers do, with finding the “right” look for my author photo. Unless you're Stephen King or Jodi Picoult, the publisher doesn't send you out on tour or pay for your book jacket photo. Most authors are left to sink or swim on our own dimes. Some of us ask our husbands and friends to take our pictures, while others bravely go out and risk paying for a professional photographer, hoping this might make a difference in sales.
How much does an author photo really count when it comes to selling the book? I have no idea. I only knew that I didn't want to end up with an author photo like any of the ones that Catherine Lacey gathered for her recent blog http://htmlgiant.com/author-news/author-photo-failures , all of which I'd seen while snooping at my local library to consider the photographic possibilities.
The thing is, how many possibilities are there for an author's photo? You can do black-and-white (artsy and classic) or color (fun and contemporary). Beyond that, your decisions are still limited: head on hand or arms folded? Smiling or not serious? Leaning or not leaning? And, if you are leaning, do you lean on a tree or a barn or a fence? That's about it. Oh, unless you want to add a pet (a dog if you're a mystery writer, a cat if you're a romance writer, a camel if you're a travel writer).
Not a lot to choose from, right? Plus, for writers like me, with a mortgage and kids in college, funds are sorely limited. I knew that I'd be lucky to afford a passport photo at my local post office. (Yes, I considered it.)
Then I had another creative brainstorm: What if I just hired my daughter as a body double? She's 21, blonde, blue-eyed and gorgeous. It wouldn't matter what kind of photo or pose she took, because my daughter is in that flawless bloom of young womanhood where she could be wearing a paintball mask and still look good.
Books might not sell better with a gorgeous author, but it couldn't hurt. I wished that I had the sort of look that can sell a book, like the young and lovely Vindala Vida, author of The Lovers, or exotic Jhumpa Lahiri, author of Unaccustomed Earth. Hotties have an easier time marketing just about anything in our society, from detergent to shoes – unless you go in the other direction and market a product with someone noticeably dorky, like that little troll of a guy who has built his empire out of playing the downtrodden Windows PC guy on those Mac commercials.
If I used a body double, though, I'd have to send her to my book signings and media appearances. What would I do if I ever ended up on The Today Show or Jon Stewart? I couldn't disappoint Jon Stewart! He's the conscience of our country!
On the other hand, there was some merit in this idea: If I had a body double, I'd get a lot more writing done. And my daughter loves to travel.
In the end, though, I let go of the body double idea. Here's the real truth: I wanted to be on my own book jacket. After all, my book and I had traveled this far together. How could I abandon my memoir now?
In the end, I hired a neighbor – an art student who is building a photography business from the ground up http://mariahgale.com/ and was therefore in my price range. Mariah lives across the street and came over one evening to photograph me in the back yard. The process was painless mainly because she was so chatty and relaxed.
Mariah had experience photographing weddings and children, so she had no trouble moving me around various props: an old Adirondack chair, the back garden, the porch. She used a digital camera and was familiar with the many tricks used to massage portraits to perfection. I made her promise not to flatter me too much; on the other hand, I told her that it was fine to make me “look just a little better.”
She did a terrific job. In these photographs, I look older than my daughter, but younger than I am – which was apparently what threw off this particular book club member.
What I love most about my author photo is that there are all kinds of clues to my life: I'm wearing the silver earrings that my daughter and I bought together on a trip to Mexico, as well as the bright woven shawl that my stepdaughter brought me from France. There's a birdhouse in the background that one of my neighbors made me. My dog is there, too, though you can't see him because of the way the pictures are cropped: a white Pekingese that joined our family because I was so sad when my son went away to college.
The author photo does exactly what I wanted it to do: It is a portrait of me, welcoming readers into my life.

"Do Not Snort on NPR" and Other Tips for Authors

What becomes shriekingly clear after you publish a book is this: Nobody cares as much as you do.
I'd been writing for many years before I sold my memoir, The Gerbil Farmer's Daughter. I was thrilled when I landed a contract with a major publishing house and found myself in the competent hands of a skilled, enthusiastic editor and publicist. I felt even luckier when my book garnered praise from reviewers and was featured on radio and TV. Even People Magazine, gadzooks! Surely Oprah's people would want to talk to my people! Could another book contract be far behind?
Alas, 1) literary success doesn't always translate into sales and 2) a second book contract is even harder to land than your first, unless you break out of the box with Really Big Sales.
Oh, and 3) eventually your publicist leaves you for another book.
Nobody is better qualified than you are to advocate for your book as it makes its way into the world. Here are a few helpful tips about book flogging that I've learned during my first year as a published writer:
1.Move Past Online Lurking. There are computer savvy writers. Then there are writers like me. I once wept when my computer seemed to be broken, until my engineer husband removed the strand of uncooked spaghetti lodged between the keys. No matter what your online comfort, it's time to quit lurking on other people's blogs and facebook pages. Blast yourself into the blogosphere. Hire a web site designer if you must, but do the rest yourself. Do this before your book comes out – it takes a while for the web crawlers to find you. (Isn't that creepy? I mean, don't you just picture web crawlers as those worms with sharp teeth that burrow into people's ears, like on Star Trek?)
2.Be a Blurb Slut. You know those little quips on the backs of book jackets? These blurbs catch the eye of potential readers in book stores. They're also important because they give your book heft with the sales team and can be used on promotional materials. Sadly, blurbs don't just magically appear. Whether you want Jodi Picoult or Lady Gaga to endorse your book, they have to know that it exists. You're part of the publishing team now, so get to work. Google the agents and editors of other writers and grovel. Ask friends of friends of friends and grovel some more.
3.Do Not Snort on National Public Radio. If you're lucky, you'll land some radio interviews. These are weirder than TV interviews, where you have actual face-to-face conversations. Why? Because radio hosts call you at home, while you're worrying about why the washing machine is making that noise that sounds like there's a body in there. Plus, you never know what they're going to ask. Have some ready sound bytes written out – note cards are a godsend, and nobody can see you cheating. Oh, and do not snort, as I did on National Public Radio when a man described how he'd tried to save his dying gerbil's life while trying to give it mouth-to-mouth resuscitation. Sandra Bullock can snort and make it seem sexy. Not all of us have that gift.
4.Bookstore Readings Don't Sell Many Books, But Do Them Anyway. Publishers don't send most authors out on book tours. They'd rather spend money on marketing than on buying you plane tickets to go to bookstores where three people will show up for your readings. But do bookstore readings on your own – it's fun and a great way to connect. Choose bookstores in areas where you know someone, so that you can promote the event yourself. Stop by bookstores anywhere you're traveling and sign copies, too, because that will make them more likely to sell.
5.Ignore the Siren Call of Amazon. Okay, few people can really achieve such a Zen state that they ignore Amazon. Trust me, you will look at your Amazon rankings, and you will despair. Remember: very few writers make it above 1,000. It won't do you any good to compare your numbers to the numbers of your best writer friend, or to the numbers of that writer you hate, either. Amazon numbers fluctuate every hour and only tell you how you're doing relative to other books. THESE ARE NOT REAL SALES FIGURES.
6.Contact Book Clubs. Find book clubs through friends, online, at independent bookstores, and at your local library. Contact whomever is in charge of deciding what the club will be reading and let her know you're available. Most book clubs are thrilled to have authors meet with them. Although these clubs are often small – maybe a dozen people at most, usually women – they offer a chance for you to get important feedback from readers and will make you truly believe that what you do is worthwhile. Plus, most members will buy your book and, if they like it, who knows? Aunt Edna and Cousin Tina might be getting your book for birthday gifts.
7.Even When Your Publicist Quits, You Can't. Eventually your publicist will quit. Not literally. If she's the muse that mine is, she'll still answer your needy calls and emails. However, her job requires her to bring other books to life, many by Big Name Authors who need her to escort them to multiple TV shows, damn them. It's tempting to quit when she does. But you can't. Sure, Curtis Sittenfeld and Elizabeth Gilbert are free to hole up in sweat pants and drink tea while they write clever sentences. But those of us without movie deals have to keep our books alive. Set aside a few hours a week to flog your book. Send press releases to web sites. Blog and comment on other people's blogs, give readings at literary festivals, whatever. Just keep getting out there. Publicizing a book successfully is a lot like writing: all you need is staying power and a willingness to try anything.

Why Women Need Book Clubs

As a working mother, I have to pursue my literary pleasures with tunnel-vision passion and 007 stealth. I sneak reading time in the bathtub, at lunch, and before bed. I read books in line at the grocery store, and yes, even to sports practices, looking up between chapters to holler, “Good job, honey!” at my kids.
When we moved to a new town a few years ago, our youngest child was in third grade and I was invited to join a book club named “Mothers of Third Graders.” B-O-R-I-N-G, I thought. Why go to a book club, when I can stay home and read?
“You might learn something,” my husband pointed out. “You are, after all, a writer.”
Hmph. The only people who like crowds less than readers are writers, but he had a point. Maybe it was time to see what other people were reading. “I'll go,” I muttered, “but I won't promise to like it.”
I didn't, at first. This was a big, noisy book club made up of women whose children have known each other from the womb. I felt like an outcast. Plus, these women read best-selling commercial fiction like Twilight and anything by Jodi Picoult. What was there to discuss?
Plenty, it turned out – and a lot of the conversation was intense and intimate in surprising ways. We writers work in solitude, usually with nothing more than a dog to consult about plot twists, descriptions and character development. Joining a book group has taught me how writers can reach readers better – or leave them out in the cold. This particular group talked about the characters as if the characters, too, lived in our neighborhood: “Why did she marry him?” “If I had a kid like that, I'd put him in boarding school,” etc. They talked about plot, setting, and the occasional emotional resolution, but hardly ever about the thing writers ponder most: the sentences. Readers just want a good story, duh.
After we discuss the book – which might take five minutes or two hours – our conversations morph into an open forum about families, schools, work, sex, the economy, religion, politics, and every other topic that you can imagine included in the fabric of daily discourse. Even if these women hate a book, it's a springboard for discussion.
When my own book, The Gerbil Farmer's Daughter: A Memoir, was published recently, I decided to contact book groups. I left my phone number at libraries, put the word out to friends, and added something to my web site so that book groups would know that I was available. I didn't expect much response. Again, I was surprised: book groups did contact me. I met with over a dozen last year, and discovered that being an author at a book group is like being an anthropologist, an American Idol contestant, and a lottery winner all rolled into one.
As a book club anthropologist, I observe each group's unique character and habitat. There are wino book groups and sober book groups. I see alpha moms and women too shy to speak until after the wine is poured. There are book groups with millionaires and groups where the women haven't attended college. Some have themes, like cooking foods from the book. Others have a strict classroom atmosphere, with members adhering only to discussion questions put out by the publisher.
Being an author at a book group discussion is also like being on American Idol: You never know whether the judges are going to praise your performance or say, like Randy, “That was pitchy, dawg. I just didn't get it.”
“It seems like a long way to drive,” my husband said the other night, as I headed off to a book group ninety miles from home. “Is it worth it?”
It is. Wherever I go, and whatever people think of my book, I learn about women's lives. Perhaps because my book is a memoir about a father who raises gerbils, women are amazingly open about their own eccentric parents, troubled childhoods, obsessive husbands or clever mothers. I always come away astounded and humbled by their stories.
In the end, meeting with people who have actually read your book is mostly like winning the lottery: I have never felt so lucky. These are hard times for writers and readers, with magazines folding, book publishers often springing only for name brand authors, and independent book stores dwindling. Authors spend hours each day writing, without knowing if anything we put on the page will ever be read. Book groups allow us to learn what moved our readers (or didn't). They inspire us, giving us hope that writing is a craft worth pursuing.
And, as a woman visiting women's book groups, it helps me feel part of a sisterhood, an extended network of women who work, think, parent, love, grieve, dream, believe, cry and laugh as they journey through their unique lives, support one other, and bring books to life.