Self-Publish…Or Don't

"The truth is we are all creative. At least we all were when we were kids. Think about it, when we were in elementary school we used crayons—64 different colors of crayons. By the time we finish high school we are using a pencil or a pen with only one color of ink." –Lee Silber

Raving Fans

"When writers refer to themselves as 'we' and to the reader as 'you,' it's two against one." – Judith Rascoe

I hate to admit it, but for the most part self-promotion is a popularity contest and a strong following proves that you are marketable. In many cases, having a large fan-base can be a deal-maker (and if you don't have one, a deal-breaker). Everyone knows that dedicated and motivated fans will do most of the marketing for you. When people share your vision, and you have won them over, they want to get involved and share you and your work with others. It's a beautiful thing. Hell, if they really like you they'll not only tell their friends about you, they'll even drag them down to see you or buy your stuff and maybe even buy a bunch to give as gifts over the holidays. (In other words, they'll force you down other's throats.) Most people are too busy and overwhelmed these days and use recommendations from friends and family to simplify the decision-making process about things, like where to go and what to buy. It's a filtering system. If someone tells them, "This is a fantastic book, you should read it," they listen. That's why the more people you have out there spreading the word, the better.

If you can create some sense of organization, you can mobilize your fans into action. With the help of the Internet, a few followers can alert their friends and other fans about upcoming projects, generate publicity and pass on information about where you'll be appearing and any new projects you are working on. In addition to spreading the word, loyal fans may also donate their time, expertise, and maybe even money if they believe in what you are doing. It is such a powerful thing. (Just look at religion as an example if you have any doubts.) That's why you want to create customers for life. Start small (or local) and build your fan base one person at a time. If you find one person who is a believer, it's equivalent to one hundred who are only mildly interested. These people will be with you for the long haul, the ups and downs. They are the ones who will put up flyers, make calls on your behalf, vouch for you, and pitch in when you need a hand.

If I had a dime for every time someone said, "Why do you go to that much trouble to win people over," I could retire. I have expended a great deal of energy and have given away a ton of stuff, all in an effort to build a following for my books and talks. On paper it doesn't seem to make financial sense, but the reality is that it has paid off, big time! I learned this lesson a long time ago. In the early stages of my career I would always help anyone who asked. If someone called and needed advice, information, or encouragement, I was there. Go out of your way to win people over. Maybe you're saying to yourself, "Hell yes, I want people to worship me and love what I do." Good, that's a start. It means you are developing the mindset that every person you come in contact with can be converted from a casual observer into a raving fan. Guy Kawasaki calls this "Evangelizing" people. In theory, it should be as simple as doing an amazing job and then waiting for a following to develop. To a certain degree, that is how it happens. But I have found that you have to go the extra mile to really win people over. That means you take the time to meet and greet your audience and personally answer your emails as well as setting an exceptional example with your action and your art. It also means finding ways to really make a difference in people's lives. Whoa, that sounds like a lot of work. I know, but in the long run you will be rewarded for your efforts a hundred times over. I promise.

So why wouldn't every creative person start building a fan-base? For one, we don't want to be pests so we let relationships that could have bloomed into something special, wither and die. It's also a lot of work and takes discipline and organization skills that frankly, many creative people haven't developed. You have to build and update a mailing list, return calls and emails when all you really want to do is be left alone. For some it is hard to accept help. When a potential fan reaches out and offers to help, we push them away. The reasons for this may be a fear that we are now obligated to them in some way. It may be a sense that we don't feel as though we deserve their assistance. Finally, it is a fear of having to interact with people. Some of these excuses sound silly, but they are real. It can be extremely uncomfortable for some to have others heaping praise upon them, even though that's what they have always wanted- acceptance. It's still a strange feeling. Regardless of the various reasons for not having built a fan base in the past, the time to start is right now. This chapter will show you how to develop fans in a traditional sense (readers, listeners, customers, clients, patrons and so forth) as well as support people (publishers, publicists, bosses, editors, buyers, distributors and so on.) For example, is there a person between you and a client you'd love to have? Try turning that "middle man" into a fan and they will do most of the marketing for you.

For Fun

"What do Steven Spielberg, Robin Williams and Wynton Marsalis have in common?" They all collect Roderick Smith's and Linda Miller's remarkable lifelike soft sculptures. I know this because it was on a printed card hanging from each sculpture. I was impressed by the caliber of this sculptor's fans. It's a ringing endorsement. Look at your list of fans. Are there any celebrities, powerful people, or industry leaders that you could get an endorsement from?

Got Fans?

"I was the toast of two continents- Greenland and Australia."— Dorothy Parker

When I find something or someone I like, I tend to get all geeked up and become a vocal and loyal supporter. (Don't get me started about my Mac, Miata or Mom and Pop stores.) There are a lot of people like me. We want to be made to feel like part of an exclusive club, to be insiders, to be treated as special. We want to believe in something. Hallelujah, I've seen the light. Maybe you aren't world famous, but a strong following can mean long-term and lasting success. The hip-hop duo Gang Starr would always go "Ghetto Gold" (selling a lot of CD's on their home turf) and earned the respect of hip-hop's hard core fans. That sustained them before they earned mainstream success for their jazz-influenced music. Gene Simmons of Kiss knows what it takes to win over fans. "It's our job at the end of the night to make sure you walk out of there saying: 'Wow! That's the greatest show I ever saw.' That's the job. And you have to do it as much in Paducah as you do in New York City." To generate a following you have to do it the old fashioned way, you have to earrrrrrrrn it. It begins by getting their attention. Find ways you can do something worthwhile for them. Establish trust. Keep in contact. Give special offers just for them. Make it personal. Most of all, be interested in, and interact with, as many fans as possible. In this chapter we will discuss how to recruit, retain and make it easier for others to rave about you.

Recruiting a Following

What can you do for others that would inspire them and convert them from casual observers into raving fans? Give this question some serious thought. While you are pondering the problem, try these ideas on for size.

• It starts with you. Lead by example. Be the real deal. Do what you say you're gonna do when you say you're gonna do it. How many times have you admired someone from afar only to finally meet them and realize they aren't what you thought? Well, I know a photographer who practices what he preaches. Marty Mann was my teacher in design school. (He gave me a "C" but I'm over it.) Not only are his photos works of art, but he is a masterpiece himself. Everything about him says professional (and personable). When I was hired by a magazine to interview and profile a local newscaster, of course I chose Marty to handle the photography. The following story is the perfect example of how he wins fans. When we got to the interviewee's house I did the interview while Marty watched and entertained the newscaster's young daughter. Then Marty took the pictures like a pro. After we were done Marty said, "Hey, while I am here and all my gear is set up, how about I take some pictures of you and your daughter." The next thing you know he was shooting photos of the whole family. This gesture led to a contract doing head shots for all the newscasters at the station and a new niche for him.

• Let them take a test drive. That's why listening booths in stores and offering free downloadable music files, sample chapters, and low resolution samples on the Internet make sense. When I founded several support groups (for goal-setters), I always allowed people to attend two meetings to see if it met their needs. Being there and experiencing the power of goal-setting and meeting other members almost always did the trick and I had a new member and a fan.

• Make it easy for them to join the club. It starts when you can add their name to your mailing list. Make it easy for them to sign up. Hold a contest or giveaway to start building your mailing list. For example, one established author holds an annual contest for the best short story of the year. He gets a lot of entries and inquiries. He then posts the stories to his Web site and let's readers vote for their favorite. He also enlists literary agents as judges to choose the five finalists and the winner. Then he pays for the printing of a self-published collection of the final five stories and provides free copies to the winners. If that weren't enough, he then goes out and promote the book in the media. Wow. The good thing is anyone can participate. He has built a very nice data base of readers from entries and voters. (Never, ever do anything illegal, immoral or irritating with the information they provide you. Trust is a must.)

• Start off on the right foot. Win them over right away. If you somehow screw up the first time they work with you, it isn't likely they will give you another shot-unless you go out of your way to correct the problem, and then some. That's the only remedy for being remiss.

• Solve their problems. If you can help them in some small way or be there for them in their time of need, they will become a devotee. When one struggling author came to me at wits end because she could not get her books in stores, I helped her get a distributor, added them to my catalog and placed them in several stores. Problem solved and a fan for life.

• Make them feel special. If you can make your connection more personal, it has a greater impact. This could be a handwritten note with an order, a card on their birthday or the anniversary of the first time you did business together. Being an author you would think that a signed book wouldn't mean much to me. Wrong. I get excited when an author takes the time to personalize a book to me. It's a small thing to them, but a big thing to the recipient. It makes them feel special. Maybe you could feature fans on your website, include them in the book you are writing (guess who does that?) or hold a contest or exhibition of some kind and feature as many people as possible. One dry cleaner has their best customers' pictures printed on the paper that covers the hanger. A Florida artist announces an award for art patron of the month and gets the winner's picture in the paper.

• Teach them something they didn't know. Who doesn't remember a favorite teacher who turned you on to something new or taught you how to do something special? You know more than you think you know. Everyone has something they can teach to others. Find a way to share your knowledge with others. Maybe you could post useful information on your Web site. Provide links to vital information they may need access to. When people contacted me about self-publishing (which can be overwhelming your first try), I put together a list of important phone numbers and addresses for everything from obtaining a copyright to where to find copies of important forms, and included a checklist of when to do what in the publishing process. Did I charge for this information? No way. It was a way to help others and by teaching a fellow creative person how to publish, I know that someday soon they will need to know about self-promotion, too. Hey, I heard about this great book...

• Touch them deeply. If you can enrich their lives or make a connection with them beyond what is expected or required, it will make for a lasting relationship and create a loyal fan. When a friend of mine wrote to the manager of a star (with ties to San Diego) to ask if she would make an appearance at a function for people with dyslexia (something the star also suffered with), he got a form letter back saying the star was too busy, blah, blah, blah. He wasn't surprised. But when the star showed up unannounced at the banquet, he was blown away. Now I have to go to see all of her horrible movies because he is a huge fan.

• Find common ground. Is there a cause that you and the people you want as fans share? Something you are both emotionally and passionately dedicated to? If there is, get involved in some way. Do you share a common enemy with your fans? Do battle together. Do you share the same faith, principles, dreams? Let them know. Whether you share similar views or rally around a common cause, these are the kinds of people who make loyal and supportive fans. They are dedicated, vocal, and action-oriented. Don't believe me? I have two words for you: Melissa Ethridge.

• Do more than they expect. When I sent a client to a colleague, I did it because I knew they needed each other. It was a perfect match. When I opened the thank-you card from the colleague a crisp, new hundred dollar bill fell out. That wasn't necessary, but it made me take note (and look for other possible leads to pass on to her).

Copyright © 2001 by Lee Silber. All Rights Reserved. "Self-Promotion For The Creative Person: Get The Word Out About Who You Are and What You Do" is available at a bookseller near you or from Amazon.com

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