Personal branding ah! this trendy word that we hear everywhere. But what is this “personal marketing/branding”? And above all, how is the latter particularly important these days in publishing, particularly for authors, whether you are already accomplished or in the making

Personal branding ah! this trendy word that we hear everywhere. But what is this “personal marketing/branding”? And above all, how is the latter particularly important these days in publishing, particularly for authors, whether you are already accomplished or in the making?

BUILDING AN AUTHOR’S NOTORIETY

Do you know which publishing house is JK Rowling, Dan Brown, Stieg Larsson or even Marc Levy, Guillaume Musso or Amélie Nothomb?

The success of a book, within the framework of a classic publishing contract on behalf of a publisher, is based on the joint work between several book stakeholders (author, publisher, distributor, distributor, booksellers…). A joint work which is based on the work of the author and which will ultimately give notoriety above all to the latter. Of course, publishing houses have created a reputation over time and/or have revealed themselves by publishing a big bestseller, but for all that, in the eyes of the general public, it is the name of the author we will remember above all . The publishing house, for its part, will gain credibility indirectly, but people will buy a new publication more because it is the novelty of a particular author than the novelty of a house (except for certain very specific genders and communities).

For self-publishing, everything depends on the author and his community. VITAL reason to be well aware of it and apply yourself to building a solid image and communication.

It is therefore essential today to develop your personal brand and market yourself as a real product.

A REVOLUTION IN INFLUENCE MARKETING 2.0: INDEPENDENCE

Indeed, today we are experiencing a real revolution in influence from a marketing and promotional point of view.

Where the author was dependent on his publishing house to promote himself.

This same publishing house which, itself, was dependent on the media to promote a title and an author (unless releasing a few tickets to advertise if the latter had the budget).

Fifteen years ago, we didn't go on television like that, whereas today we can develop on YouTube and build our own community, the same goes for radio versus podcasts. Today, influence can be done in a PERSONAL way (do you see where I'm going with this.

Today, an author can create notoriety even before the publication of a book, or even before writing a manuscript. He or she can shape an image and unite a community with their own means. Digital marketing and social networks are the least expensive and most effective forms of communication and promotion for making yourself known to the general public.

SO WHAT IS PERSONAL BRANDING

It is to assert before we can become a product as such, its own brand. It also means becoming more professional, because a brand must be managed and managed. It also requires strategic thinking and requires taking responsibility and taking action yourself to guide your image.

Depending on the management of the latter, it can prove beneficial for making yourself known, increasing your popularity, uniting a community and, by extension, indirectly boosting the sales of works that will be published under our name. And as I said earlier in the preamble, this point is particularly important in an environment like publishing where the notoriety of the author is paramount in creating bestsellers (or, in any case, in generating suitable and reliable sales). become profitable).

THE MARKETING REALITY OF A FIRST NOVEL WHICH APPEARS AS PART OF A SELF-PUBLISHING

To be completely honest, I sincerely wish you to be published by a publisher if this is not already the case and if you wish to obtain a publishing contract with a publishing house. But where you will see the consecration of your life (and there is reason), the reality of the publishing business that will present itself to you is that you will not necessarily be the commercial priority of your publishing house , at least at the beginning. This is rarely the case for a French-speaking author on a first novel. Be careful, I'm not saying that the editor will do nothing and will be indifferent. If a publishing house publishes an author it is because it believes in them and their potential. If this were not the case, the publishing house would not take the financial risk of publishing it. But precisely because there is this financial risk and publishing is also an industry, the publishing house – which must be profitable like any business – invests different budgets depending on the impact of the sales that she is waiting.

The goal here is not to demotivate you, far from it, but to make you understand that in order to make yourself known to the public above all and establish your brand identity among them, you yourself must invest and sell. Beyond the readership, you could also attract the attention of certain publishing houses thanks to this.

It is also very relevant for self-publishing where everything depends on the author and his or her communication when he or she takes action and publishes his or her novel.

It is very difficult for a “mystery” author who does not have social networks or websites, who does not participate in fairs, etc. to emerge and build a reputation. Creating links and being visible should be priorities for you, just like submitting a good manuscript.

BUT HOW DO I BRAND MYSELF

We don't have to create an image that doesn't resemble us or spend our days on social media when we don't like it. There are plenty of ways to develop your visibility based on your personality . Subscribing to and participating in online communities can be good ways, for example (communities of authors, literary genres, etc.), as can visiting booksellers if you have been published. And if you don't like to be seen, there is the possibility of creating a podcast.

You can make a list of what you like to do and your qualities, and then think about what you would like to convey about yourself to your future readership. Depending on this, it's up to you to group together all the possibilities (which have never been so numerous).

SOME PRACTICAL ADVICE

Take the time to get to know yourself and find out if there are things, subjects or specialties that interest you and that you could develop to develop a real communication strategy.

Use the right social networks to send the right messages to the right audience .

Create a site (even basic, as long as it looks professional). Having a showcase will help you – and for me it is ESSENTIAL (hence the importance of the Author profile that Édith & Nous offers you).

Develop your network and don’t hesitate to reach out to others (for example other authors).

Always pay attention to your image and your words (nothing is forgotten on the networks, and besides I advise you to do a little research on your first and last name on the Internet, you might be surprised).

Stay professional : personal branding also involves the attitude you will have with your interlocutors. For authors published by publishers, this also involves the attitude you will have with the employees of the house, your audience at signings, etc. (having an image of “diva” or “know-it-all” in the industry, for example, can be a big obstacle to a career as a writer). Personal branding also involves all these elements outside the public and social networks.

As part of a traditional publishing contract, don't hesitate to start a conversation with your editor on the subject and find out what he or she plans to do to promote you and your title. Cross-communication has even more impact.