I was perusing youtube yesterday, (looking for awesome music to motivate me,) and came across a fascinating performer, Lindsey Stirling. Each of her videos has millions of views. I scratched my head, wondering why. At first I attributed it to sheer numbers. She keeps putting up new content. Of course she is going to reach a wide audience with new (and highly searchable) song covers. When she joined up with the Piano Guys, some of my favorite performers, I was further baffled. Her production value has nothing on theirs, and yet she has more views.
What she (or her marketing specialist) does brilliantly: cross promotion. In every video she features one (or more) other artist(s), and often a sponsor. Although she could pull if off beautifully, she's not a one-woman show. Believe it or not, I found myself clicking on a couple links, liking several new artists, and even considering concert tickets. Then it hit me: all parties are benefited by co-op projects. One person's audience is being exposed to the other, and through it, their reach expands.
Well DUH, Crystal. (Right?)
Then I applied it to writing.
An author may not have the most amazing product, but it still has power to reach the millions--if marketed/shared correctly. This is why Indie authors are genius. Yes, we all like to share our friends new covers and releases, but often Indies ban together the same way these performers do. One group who does this especially well is the Indelibles.
Enough ranting. I'm not quite to that point of sharing, but I do love promoting friends. Wednesdays here are dedicated to writers, and from here on out, they are all about you. If you write anything for Young Adults with a fantastic twist (fantasy in all varieties, paranormal, specultative ficiton, horror, sci-fi, dystopian, cheese, etc.), shoot me an email (crystal AT crystal-collier DOT com). I'll be sharing a new cover or release every week, and I'd love to share yours.
Finally, check out the video that got me giggling:
What cheese-worthy secrets have you learned about marketing?
Well, it's nothing new, but I realize more and more how important word of mouth is, especially when you respect the opinion of the person recommending the product.
ReplyDeleteIt's so true. We listen to people we consider "authorities," eh?
DeleteCross-promotion is such a great idea. It really helps all the authors involved.
ReplyDeleteIt's like a contagious smile, eh? Everyone benefits. =)
DeleteI just wonder if in this cross promotion all of the promoted people really deserve it or just get the marketing because they're someone's friends. But then again even publishing houses publish utter crap and put big bucks in marketing them. I just wish the quality would always win, but sadly it doesn't and so we have Psy and Rihanna being stars due to marketing and some truly nice singers being neglected :(
ReplyDeleteIt's true. I took a publishing class and the teacher expressed time and time again that books were 5% what was written, and 95% marketing. You don't even have to have a decent product, as long as you can get out and sell.
DeleteLindsey Sterling is certainly very good at marketing! She's worked very hard at it! So even though she may not have the technique to compete with some of the big names in the violin world, she's well known because of her efforts.
ReplyDeleteThanks for sharing the video. I enjoyed it!
Shows what determination can do, eh?
DeleteI guess it's very important to be visible. It's wonderful that you're so supportive of the writing community! :-)
ReplyDeleteThat's the way it's supposed to work, right? ;)
DeleteAs Madeline said, word of mouth is so important. I get so many great book recommendations from other bloggers.
ReplyDeleteAs do I. My goodness, my TBR list is exploding with all the awesomeness!
DeleteOMG. Don't get me started on Lindsey Stirling. My brother is OBSESSED with her. He goes to all of her concerts. LOL. She's great, though, and the marketing strategy behind her and her fellow artists is ingenious. Writers should learn something about that. I like that we can use our blogs to promote our friends' books (and hopefully eventually they'll return the favor!). The more people you know, the better!
ReplyDeleteDefinitely true! Being a community player is hugely important.
DeleteMy TBR pile has grown exponentially, well it seems like it, since I started blogging. I've read so many great authors that I would not have been exposed to if not for word of mouth.
ReplyDeleteI know exactly what you mean. Between that and goodreads, I'll never run of awesome stuff to read.
DeleteHmm...makes me want to hunt down a writer friend and start a collaboration. I'll run with that idea because I don't write fantastical YA, but will spread the word to any I know who do.
ReplyDeleteAwesome. Thanks, Elizabeth.
DeleteI think it would be a very long road for a writer to walk alone if they were trying to self-publish without the backing of an online community to help get the word out. Banding together makes a lot of sense. :)
ReplyDeleteSure does. What would we do without or writerly buddies?
DeleteYep, it's all about working together to help each other out.
ReplyDeleteYou can say that again. :)
DeleteAs a former Indelible myself, you're right, they cross promote very well. One of the most clever ideas was putting the first chapter from someone else's similar book at the end of your book (and vice versa). The reader loved your book and wants something similar? Voila! Instant new reader.
ReplyDeleteYeah, I remember seeing that in paperbacks I'd read when I was younger. I used to scratch my head at it, but I totally get it now. =)
DeleteI love Lindsey. Great application to writing, thanks!
ReplyDeleteShe's pretty great. I'm just wondering how I missed her until now.
DeleteThat is a GREAT vid. She does an awesome Phantom of the Opera one too, very fun. I was laughing out loud with this one though--the Piano Guys are great!
ReplyDeleteI LOVE her Phantom of the Opera one too. I'm right with you though, the Piano Guys crack me up. =)
DeleteI've always loved Mission Impossible. Lovely. :) And those are some great thoughts on networking. So very true.
ReplyDeleteI LOVE it when she's being lowered over the piano and playing away. SUPER awesome.
DeleteI have found, with my blog, that Twitter has really helped in spreading it. I am not an author per se of course but I would think that it could have the same benefit for authors.
ReplyDeleteIt's so true. I adore twitter, but unfortunately my only mobile device is a kindle, and it's just awkward to use twitter from a computer. One day--when I value my thumbs as much as the rest of us, I'll splurge for a smart phone and become addicted, I'm sure. ;)
DeleteI don't know if I have the capacity to reach millions. I just do the stuff I do. Hopefully I've built some relationships, so people will want to support me like I support them. There are so many helpful writers out there.
ReplyDeleteIt's true. Building a network that reached so vastly takes time and constant effort to expand in new areas we may not quite be comfortable with, but it's amazing after a couple years how much growth happens, eh?
DeleteThat's a really interesting aspect to consider. I think the energy of a collaboration translates to the readers/viewers as well - a small group that look like they're having fun while chatting up their project is definitely appealing.
ReplyDeleteSo true! I mean, who doesn't get jazzed up when people are excited, eh?
DeleteI'm a big fan of Piano Guys myself.. and I really love the tricks they apply for advertising.
ReplyDeleteCreativity does more good than Quality in such cases, isn't it
So true. And ingenious doesn't have to be the highest caliber to grab attention--it just has to be ingenious. =)
Deletewow so much to learn---i don't do any marketing---but this is fascinating stuff!!
ReplyDeleteI hear that's pretty common. I also hear it's bad for sales. *shrugs* I sometimes hear strange voices in my head telling me to torture characters too, so take it as you will. ;)
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