Often, when I mention brand and platform, writers assume I am talking about promotion and marketing (ads). That is not only a false assumption, it can be a fatal one.
When we (regular people) hop onto Twitter, Pinterest, Instagram, Facebook or whatever social site, only to get barraged with book spam, a big reason it annoys us is because the author hasn’t taken time to build rapport, earn our trust, and gain permission to sell us stuff.
I kid you not, I signed in to LinkedIn for the first time in like a YEAR the other day and, in less than an hour, some author sends me PM with a link to buy his book. No introduction or hello or liking my stuff or asking if I had pets…
HERE! BUY MY BOOK!
….sure. Right on that. Nice to meet you, too.
*grumbles* *now remembers why I hated LinkedIn*
When approached this way, the promotion either becomes white noise (invisible), or worse, an irritation (negative branding). Writers trying to create a brand by serving up copious book promotion will create a brand all right.
The brand of self-serving @$$hat.
The sight of the author’s face or book might even be enough to spike our blood pressure. We are far more likely to block than buy.
Why? What went wrong?