Writers
have to be good not only at crafting a book that could easily be 40,000 –
80,000 words. They need to be proficient
at writing a Facebook post of around 100 or so words, a Tweet that is no longer
than 140 characters, or an op-ed piece of around 750 words. Toss in by-line articles, guest posts, and
your blog and you can see how authors are tested by varying lengths, mediums,
deadlines, and content styles. But for
today’s writer-turned-marketer, he or she must be aware of the ins and outs on
how to write for others when it’s not a book.
Let’s
explore these areas and what needs to be considered when writing content that
moves book sales, brands you, and provides a platform to voice your views and
ideas.
1.
Twitter
It would appear
one can’t say a lot with 140 characters, and yet you can. One way to say more is to include a link that
allows you to use video, audio, or written content to give you a real voice. Another way is to use a frequency of tweets
to get out a message. But the best thing
to do is to write with humor, intellect, and insight that gives people the feeling you
have credibility and conviction.
2.
Facebook
Same
as Twitter, though your post can be longer than 140 characters.
3.
Guest
Blog Posts
The key is to
write with the blog’s demographics and network in mind – to provide that
particular group of followers something they’d find of value and would feel
compelled to share through their social media connections.
4.
Your
Blog
You have a lot of
freedom with your blog, from content and style, to length, and frequency of
posts. The key is consistency, to create
in a certain persona and to strive to present a strong voice that’s clearly
identified as yours.
5.
Op-Eds
Knowing the
magazine or newspaper is key. Commenting
on an area you are uniquely qualified is a must. The topic should be directly relevant to
their readers and timely. Go for around 150 words. Be forceful and pick a side –
but quote stats and reputable resources to back it up.
6.
Byline
Articles
Similar to op-eds,
the editor of the publication will suggest a length, usually 750-1200
words. Pick a topic that not only
interests them in giving you an opportunity but that fills the needs of that
outlet’s readers. Further, you want the
opportunity to plug your book and site and to be able to reference the article
for credibility purposes.
7.
Email
Email needs to do
several things – get a point across without being too long. If you need to debate or explain something –
or want to avoid a paper trail – make a phone call instead. Your email, if used for the media, should be
attachment-free and the subject line should grab you but be free of spamming terms
like, sex, free or buy. Remember to
spell-check, proofread, and use normal punctuation. Follow the rules of grammar even if the
masses are sloppy.
8.
Online Comments
You have to choose
a side, so either support what you comment on or oppose it. Do either carefully, as you don’t want to
piss off too many people or hurt your brand.
Always come off as someone who understands and feels for both sides but
explain why you support what you are championing. Don’t feel obligated to comment on things
that are too controversial or could blow up in your face. You only get to write two short sentences
for comments to people's posts.
9.
Letters-to-the-Editor
I’m an avid
letter-to-the-editor writer. I comment
on things I feel strongly about and that relate to my brand. See my clips here: The Washington Post letter covers freedom of
speech on campus. A Daily News letter
covers Bob Dylan and the Nobel Prize.
You can do the same – get out a strong message on a topic that furthers
people’s impression of you as an expert.
Most letters need to be short – 60 to 120 words. You need to use an economy of words, reference
an article/op-ed/letter or byline piece that this publication published, and
share support for it or opposition to it.
Conclude with a strong sentence that sounds like a slogan to live by.
10. Website copy
Your website copy
should be organized in a straight forward, user-friendly way. Don’t go crazy on flashy things, distracting sections, font that’s too small or background or letters that make it hard to
read. Rely on words, videos, audio and
links to tell your story. Update it
regularly. It’s your living business
card, resume, and portfolio – so make sure everything is current, accurate, and
positive.
Whatever
writing you undertake, be sure to think about honoring deadlines and meeting
the standards or norms for that particular medium. Make sure you don’t lose people with your
jargon but do be sure to pepper in relevant SEO terms. Headlines, subject lines, opening sentences
and concluding sentences matter more than what’s in between.
With
all of these different formats, one thing holds true: you must capture people’s interest with the
words you choose and the ideas you present.
You are a writer no matter who you write for, whether you get paid or
not. Always do your best to write under
the limitations demanded by the medium.
Good writing will consistently stick out, whether it’s a tweet or
full-length book.
Please Click On The Best Out Of 2,100 Posts
11
best author, literary agent, media interviews of the year – with an opportunity
for you to be interviewed
http://bookmarketingbuzzblog.blogspot.com/2016/11/11-best-author-literary-agent-media.html
2016 Book Marketing & Book Publicity Toolkit
2015 Book Marketing & PR Toolkit
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Book Marketing & Book PR Toolkit: 2013
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