It’s time to stop complaining about the current state of science fiction marketing. Let’s do something about it.
In case you aren’t aware, the marketing and advertising world is undergoing changes the likes of which it has never seen. As are old-media institutions like newspapers, magazines, and network television. Consider this: according to Edelman, the world’s largest independent PR company, traditional media structures are ALREADY dead–replaced by horizontal social media that include blogs, vlogs, social networks like MySpace, QQ, and Mixi, and social intermediaries like Digg.
Read that again. The world’s largest independent PR company says the game has ALREADY changed. As in now, this year. Not “soon to be” or “might happen.” Now.
At the same time, network television has to deal with a new network that built the same reach and engagement as they have–in 16 months, from zero. I’m talking about YouTube, of course. And YouTube isn’t the end. Look at Break.com, Vimeo.com, and dozens of other up-and-comers. At the same time, they’re losing advertising, and the entire “up front” ad market–where big advertisers line up to buy into the next season–is at the point of collapse. And Google is looking to get in on the action, too. Things will get even more interesting this year.
“But wait,” you say. “I’m not on network television–I’m a pub, I’m a writer–why should I care?”
And you’re right. You’re not on network television. But you could be on YouTube. You’re not in the New York Times, but you could be on Digg and Slashdot, which have about the same online reach.
Now, read THAT again. You CAN be on an online network with the same reach and engagement as a major television network. You CAN be on Digg and Slashdot, which have the same reach as a major newspaper.
And if that doesn’t get you excited, stop reading now.
New Marketing 101, Session 1: Basic Concepts
Before we get started, though, let’s cover a couple of basic concepts. First, a lot of us have to unlearn some really silly notions. I’ve spent quite a bit of time with writers and editors of late, and sometimes it seems that they think marketing and promotion are dirty, unbecoming, and beneath Their Station as a Writer or Editor.
Bullshit.
You can hope that someone discovers you and anoints you the Next Big Thing, or you can go out and do it yourself. Guess which works most often?
And no, using marketing and advertising to get the word out doesn’t mean you have to be a boorish, loud, insufferable bastard. But you need to be visible. You need to be knowable. And you need to be in front of as many people as possible.
So let’s start with these concepts. Read and repeat until they sink in. Then move on to the next step
- Marketing and self-promotion are okay. Like it or not, this is the way the world works. You can rail against that undeserving popular bastard who gets all the attention, or you can be the smart, networked, visible person working for great causes–and get the attention yourself. Your choice.
- Advertising is okay. This is one of the ways you get noticed. Whether it’s paid or free, advertising is very important. Do you have great reasons why people would want to read your book or publication? Do you advertise in the same-old-same-old places, or do you try to reach out? Do you advertise at all?
- Being popular is okay. Somehow, the notion of being popular–whether its personal popularity, the latest hit movie, or a book that becomes a bestseller–has been tied with being “beneath consideration.” Lose this idea. It’s holding you back.
And with that, I think I’ll close this new marketing session. Read the three concepts above until you’re comfortable with them. Then check back in a few days. I’ll try to update this as fast as possible, but hey, I have a day job. I could argue that’s because science fiction isn’t well-marketed, but that’s cutting a little too close, isn’t it? Plus, I probably still suck too much as a writer to really say that.
Remember, marketing is not inherently evil. It is the tool. If you don’t use it, someone else will. And I’d rather see you out there, rather than someone hawking used cars.
March 3rd, 2007 /
March 7th, 2007 at 12:05 am
[...] There are hungry young writers and editors who can already see the revolution coming. Doctorow, of course, is its most vocal cheerleader; here in the UK we have Charlie Stross giving novels away when his publishers will let him, and Jason Stoddard, possibly due to his background in marketing and promotions, has some sensible (if unpopular) things to say about extracting heads from sandbanks and getting engaged with the new paradigms. The way forward is clear to see; the path may be rocky, and the footwear necessary may cause some blisters and twisted ankles while it is being broken in, but if you want to climb the cliff path before the rising tide washes away your industry, sacrifices must be made, and realities faced up to. (Mangled metaphor ends.) [...]
March 7th, 2007 at 9:42 pm
I eagerly await more posts on this subject. I love the thought that I could (quite easily, given my film background and possession of certain bits of hardware and software) shoot a “TV commercial” and post it to YouTube.
Yer brilliant!
March 8th, 2007 at 6:08 am
I couldn’t have said it better! Shameless self promotion isn’t shameless, it’s necessary if you want to reach the next level.
See you at the next con for a high-five!
March 8th, 2007 at 12:21 pm
Very interesting ideas. I’m going to see if I can adapt the publication ideas to making the Denver Area Science Fiction Association better known and more attractive to new members. Though I might have a bit of a time figuring out what sort of content would be good for a science fiction/fantasy club to be putting out there.
Reviews? Recycling books? Beer evaluations? Party how to guides?
March 10th, 2007 at 2:27 am
[...] Paul Raven started a debate about publishing online: sf magazines don’t have to die. One of the things that fed into it was Jason Stoddard’s thoughts on new marketing 101 for sf publishers and writers, which he subsequently followed up with a second post (which takes us back in the direction of the author-reader relationship again). Meanwhile, Big Dump Object remembers Bruce Sterling’s talk at the last BSFA/SFF AGM event, and Gordon van Gelder responded to Paul’s original post on the Nightshade forums, sparking another thread of discussion (telling quote from Daryl Gregory: “It’s interesting that people here see techies as natural screen readers, but not SF fans. Everybody outside the ghetto would assume that SF folks would be first in line. I mean, online.”) [...]
March 15th, 2007 at 7:55 am
[...] Okay, the normal disclaimer: if you missed Session 1 and Session 2, you may want to start with those. Otherwise, this one may not make a whole lot of sense. And yeah, I know, this is a heck of a lot of work. Welcome to marketing. [...]
March 26th, 2007 at 3:04 am
[...] Inspired by Jason Stoddard’s advise on marketing and promotion for SF writers, I recently took a look at my homepage. [...]
April 17th, 2007 at 5:52 am
Shameless self promotion isn’t shameless, it’s necessary is in the same mold of there is no such thing as bad publicity. I belong to many marketing magazine subscriptions and they all say the same thing.
August 9th, 2007 at 6:00 pm
[...] Like Jason Stoddard, I think the world has already changed away from print magazines and print fiction. Short of an incipient electronic paper revolution (which seems to me to be best poised as that holy grail of effective e-book readers, not the sort of disposable/collectible unique copies that magazines and newspapers are today), I don’t see them surviving in their current form. But, you know, I find the web much more conducive to reading the short stuff. [...]
November 3rd, 2007 at 1:19 pm
[...] Okay, so I’ve noticed that my series of blogposts from earlier in the year (New Marketing for Science Fiction Publications and Writers, Parts 1-3), has been joined by recommendations from Cory Doctorow and Paolo Baciagalupi. Great marketing suggestions all around, from both the Web 1.0 and Web 2.0 perspectives. [...]