Every morning I awaken to many, many emails. Okay, I don’t wake up until ten but still, I sit down around eleven to a lot of messages. Many are blog post notifications I receive via email, like reading the morning paper. Others, however, are from individuals in need of something. A grant, a contest, a publisher, all of the above. I adore personal correspondence. I love mail. I love meeting new people and helping them with their problems.

That’s what’s so wonderful about being online . . . the resources. We can do a search, locate options for what we need, fill out a form or query. We can do it multiple times. We can do it every morning. Heck, we can hunt for what we need at three o’clock in the morning, if we like. We do so much that we easily forget one major thing. . .

There’s a human being on the other end.

While electronic communication has simplified so much of our lives, it also has a tendency to sterilize them. Before you hit send, stop and read your message aloud and ask yourself if the person receiving it will see it as professional and will feel respected you took the time to address him as if he were seated across a table from you.

Here’s how we make mistakes communicating online:

1. We hit send too soon. The message is wrought with errors. Sentences aren’t clear or cut off. No subject, or one that might not grab a person’s attention strongly enough to even open it. If it’s a query or application, you might prepare a first or second draft and just shoot it off into the Ethernet, thinking the person on the other end won’t notice . . . or care.

2. We forget it’s two-way. In today’s world we ship out info, we receive info, but we rarely hold an honest conversation. Particularly if we’re online doing it. “Hey, I want to be your proofreader. Look forward to hearing from you.” No website, no list of credentials, no publishing credits, not even a blog to clue in the reader on the other end.

3. Here I am; what have you got? Some emails that come to me simply say they want a grant for their very important book. Others say they have a manuscript and want me to place it with a publisher or agent. When we make inquiries, we type so quickly we forget the person on the other end doesn’t know us. In real life, if we sought information from a person, we’d make an introduction, explain what we do, and ask for assistance, leaving contact information at the end, maybe exchanging cards. Maybe some social niceties sprinkled in. Imagine walking up to someone you’ve never met before and using the same words as you type. What would be their impression? No introduction, no references, no thought to manners. Everyone loves receiving correspondence from real people ( in lieu of list serves and robots). So make it a real letter.

Who doesn’t adore what electronic communication has done for us? Oh my gosh, opportunities abound today as compared to as simple as ten years ago. So many chances, so much information, so many people with advice, products and services to aid our quality of life. Publishers, editors, agents, peers, bookstore managers, computer support, conference contacts, and yes, fans and readers. Just remember they are just that . . . people. Treating them like humans instead of vending machines might just earn you a close acquaintance, and a networking opportunity that will aid you down the road.

As writers, we are artists. We are also, however, business people who owe our clients the best of what we have to offer. Often times, writers get caught up in their story told in their way, and many of us become resistant to making accommodations to what the public wants. Our voice is more important. Or is it?

When we write for an audience we are making promises to the reader.

1. Promise of Entertainment. 

Hours of time worth ignoring a reader’s other interests and forms of entertainment.

2. Promise of Escape. 

Escape that makes a reader return to his real world with a sigh and regret there wasn’t more story.

3. Promise of Memories.

Memories of a story, characters, events, twists, new experiences or new worlds that a reader can’t seem to shake, and doesn’t want to.

4. Promise of Value.

Positive feelings that purchasing the book was well worth the investment.

5. Promise Worth of Endorsement. 

Promise that the story is so meaningful that the reader will want to tell others. It’s a message worth spreading.

Saying your book is for sale means nothing. Saying a beautiful story is available, a story about ___ , is more like it. A reader also cares nothing about your sales, where you’re selling, or how many you need to sell to win a contest or climb Amazon’s ranking.

 To the reader, it should be only about the story . . . and delivered silent promises from the author.

When a reader buys your book, you’ve promised him a deep experience to improve his quality of life. It’s a heavy responsibility. If you aren’t sure you can make that sort of impact with your book, hold off publishing it until you can. Otherwise, you’re breaking promises.

Here’s to merry holidays and keeping promises.

I periodically find great info on Forbes. (It’s not just about money.) This site and magazine is smart, and some of the articles add great quality to your life. I recently found this one on the Ben Franklin effect. Entitled “Do Me a Favor So You’ll Like Me: The Reverse Psychology of Likeability,” the concept comes from Ben’s quote:

 “He that has once done you a kindness will be more ready to do you another than he whom you yourself have obliged.”

 So… when you help someone, you tend to like them more. Take a nice, soft moment and think about that. Who have you befriended before? What do you think about them now? It’s so true.

I think it boils down to the fact you are accepted. You dare to step outside of your ruts and reach out to someone. You’ve let your guard down.

 When they accept your hospitality, they’ve complimented you, accepted you, endorsed your decision. So it’s safe to help again.

You’ve also reached a common ground. You have something the other person needs, and you reach a mid-point where you can shake hands and make something right. It’s almost a personal contract between two people.

Things you can do to help people in the writing world:

1) Buy a book

2) Leave a review

3) Recommend the book to others

4) Write the author and thank him or her for writing the book

I can honestly say that I remember those readers who’ve reached out to me and complimented me on Lowcountry Bribe or FundsforWriters. Not sure who’s helping who in this regard, but the symbiotic relationship works.

 Those who email me, leave reviews, leave messages on Facebook, and Tweet back and forth with me are, in my eyes, charitable people helping me to remain a writer, become a better writer.

I’ve helped them in my own small way, and the fact they responded favorably to my effort makes me love them dearly. So I want to help them more.

From the reader’s angle,  they’ve helped me, and can see how their support has enabled me in so many ways, and they want to help me more.

It’s why I leave reviews on Amazon and Goodreads. Someone helped me with his words and needs my help to become a success. I’m glad to help.

Yeah, confusing at moments, but guess what? It works. It’s basically asking for help, getting it, and the giver makes a connection he wants to preserve. He “gets” what the other person needs, and loves being able to provide assistance.

That has to give you a warm and fuzzy feeling.

I know we can’t get to know the author of every book we read, but when you read about an author, does his personality matter to you? When you hear him speak? When you read an interview? Hear his podcast? See comments by other authors/readers who have met him?

In the not too distant pass, pre-Internet and before global communication, we relied upon author photographs and bio blurbs on book jackets to introduce us to authors. They looked classy or homey, sophisticated or sweet, dignified or girl-next-door. Right then and there we nailed them as someone we liked or didn’t like, but we were usually less judgmental about looks and personality than we are today, giving those authors loads of credit and any benefit of the doubt, just for being published–especially if they made it to a Barnes & Noble window.

But I have to admit . . . once I experience negativity about an author, it tries to get in the way of whether I buy her book.

Today, however, you can learn about an author’s family, hobbies, food preferences, travel habits, and medical problems with a few short clicks of a button. You can see them at conferences and listen to them on podcasts and online readings. You can join groups they belong to, connect via Twitter and LinkedIn, and study their personal interests on Pinterest. Their lives get dissected, and even if they stay private, we have the essence of literary paparazzi per blogs, newsletters, and weekly emails from those making a living following the business.

Author personality is quickly factoring into publication, and ultimately in sales.

When we hear of a new author, we Google her. How many times are authors declined by traditional publishers because they don’t have any sort of online presence, basically are invisible to potential fans?

Writers. . . you might need to recognize the importance of being “seen” and “heard” in promoting your work, and think seriously how to groom a platform. Think hard about the impression you are making to potential fans, the industry, and other writers. What have you said in an online group that could make you look bad? What joke have you forwarded that tends to color you in a questionable light?

Readers . . . you might want to cut authors some slack. Their looks, personality and hobbies might have little to nothing to do with their remarkable stories. It’s hard promoting books, being in the limelight, and remaining neutral. Some readers don’t even like them for being neutral. Authors can’t please everyone.

But I have to sheepishly admit . . . once I experience negativity about an author, it tries to get in the way of whether I buy her book. I want a great story, and I really don’t care if the person loves kittens or not. However, when I have twenty new books I’d love to read, and only have the time to read ten, I can’t help but let non-writing issues factor in to which books I buy.

What about you?

You’ve going to think I just read and research all day after this, the third of my posts this week referencing material I’ve read that morphs from another dimension into this one . . . motivation for writers and readers. Today, however, I was perusing the Education Week Teacher blog and came upon these words of advice and marveled at how they applied to us.

Five Practices for Building Positive Relationships With Students is written by Kelley Clark,  a high school math teacher. She was the 2010 Secondary Teacher of the Year for Williamsburg-James City County in Virginia. She earned her graduate degree from the College of William and Mary. Having just spent a solid week cramming my grandson for his ninth grade math class (that the last teacher too graciously and erroneously passed him in with a be-gone-nod and a 70), I was intrigued at Ms. Clark’s message.

Her message is all about bonding, connecting, and being positive with the students. While I love the lesson, and fully agree with it, my concern is this . . . why is this lesson even needed? My gosh, a teacher is supposed to teach TO the student, utilizing techniques learned via college, mentoring and trial-and-error to educate students in all their varied abilities, personalities, and needs. Why does a teacher have to be told that when it’s her (or his) profession? What kind of teacher would NOT do that?

My frustration mounted at the incredulous idea that teachers had to be reminded about the student aspect of teaching. Having raised three sons, and visited with many assorted teachers, ranging from super good to incredibly bad, I let memories start fueling my fire. Ms. Clark was basically telling the teachers to “get to know your students,” which is much like telling a writer, “get to know your readers.”

Okay, that gave me pause.

I knew writers who wrote for themselves, published, started trying to sell, and had no clue who their readers were. A platform is developed from identifying, knowing, and reaching a specific audience, but all too often we wait until the last part of the writing and publishing process to take readers into account.

As writers, we need to recognize who would enjoy our work, and reach out to them. We should highly appreciate them. We should write, promote, and interact with them, in adoration of their offer to spend precious money and time to enjoy our work

Teachers . . . if knowing and understanding the individual student is the last thing on your agenda, your priorities are out of sync.

Writers . . . if knowing and understanding the individual reader is the last thing on your agenda, your priorities are out of sync, too.

Both of you . . . those people who keep you in business ought to be your focus. You admire, adore, appreciate them, ever ready to help them get to know you (and your work) better. You want to improve their quality of life.

Without knowing the target of your occupation, you’re focused on the wrong part of the game. They ought to be the reason you exist.

If you’ve seen me speak, you will notice that I start a little shy then build momentum as I get wrapped up in what I have to say. People seem to enjoy my talks, and I always strive to be worthy of every attendee in the audience. After all, just like when someone buys my book to spend hours reading, these people took time out of their day to hear me speak. But it’s not easy for me because I prefer the solitude of my study.

But I’ve learned along the way that writers need a certain degree of people skills to make this business work. Out of all the speakers at a recent conference I attended, only one could be  labeled extrovert, and she was a professional public speaker teaching . . . wait for it . . . how to speak in public.

Writers eventually must confront people. Yes, that’s how most perceive it . . . confronting. Not that they dislike people, it’s just they perform best without a crowd. Bear with them. They are trying.

I recently read a piece entitled “10 People Skills Every Government Employee Should Have.” Having spent 25 years with the feds, most of it as some level of manager, I am nerdy enough to still read material about that environment. As I studied each skill on the list, I realized these apply to writers who have to crawl out of their holes to sell books, speak to crowds, attend critique groups and conferences, deal with bookstores, or address agents, publishers and editors. See if you’ve mastered this list of people skills, and which might need more of your attention. I’ve combined some since they are closely akin:

1. Openmindedness / Tolerance

Not everyone will love our writing, style, dress, characters, or home state/country. Many people judge too quickly. Be the person in the room who doesn’t pass judgment so quickly, and is willing to entertain what others have to say. We often have to utilize this one in chat rooms and on listservs where anonymity or distance empowers some people to express their views.

2. Listening

Introverts are amazing listeners, so you might have this trait down pat. Just remember that every person has a right to be heard . . . at least for a few moments. Being a good listener often gets perceived as being smart, and as a minimum, polite.

3. Empathy

Put yourself in the other person’s shoes. We often fail to use empathy when we are rejected, or someone leaves a poor review of our work. Be empathetic and you are more likely to retain a fan or acquire an editor for a future project.

4.Self-Awareness

We might be overly aware of ourselves, but take it a step further. Understand what makes you behave the way you do so you prevent yourself from overreacting, getting worked up, or becoming frustrated. Have personal adjustment tools at the ready.

5. Patience

This business is anything but high-paced. Accept it. Others won’t respond as quickly as we’d like. We often forget that they have more to do than serve our needs.

6. Stress Management

Writing is actually a low-stress profession. Whatever stress happens, we bring on ourselves. Just remember that. Have skills in place to chill when you don’t think things are occurring as you would prefer.

7. Leadership

But we work for ourselves, right? None of us works in a bubble. Even in a forum as simple as Facebook, you can recognize leaders and followers. Leaders are motivators, and you want that skill in your portfolio.

8. Negotiation Skills

Why do you think writers love agents? Why do you think many self-publish instead of traditionally publish? One of the key reasons of both is so the writer doesn’t have to negotiate terms. You can’t dodge it forever. Sooner or later you’ll have to discuss options with someone, with the hope of getting your way . . . especially if you decide to freelance and take on clients.

9. Courtesy

Negative behavior doesn’t compliment anyone. We can brag about getting our way or overcoming someone’s pig-headed stance, but if we aren’t courteous in the process, we aren’t very likeable. This is one of the most important skills of all.

What people skill do you need to work on? Or what skill do you think is missing from the list?

When I presented this subject at a recent conference, the room filled, and believe me, I had competition in the neighboring classes. Heads nodded as I explained platform, how to create platform, and what platform meant to authors. Afterwards, I heard loads of thank-yous from people who thought they finally “got it.”

The point I try to make in presenting platform is that it’s not something to be forced. Going out the front door -  seeking people, adding numbers, asking people to buy – is one way of doing it. At first you might entice people with a freebie, or marvelous solution, or something that’s more of a splash in the pan, but that type of platform fades easily with time. In my opinion the front door method is less productive unless you are a one-hit wonder.

Agents and editors, however, are more interested in a long-term arrangement. They want to know that you have a platform that will endure time. I call this the backdoor platform. You make friends. You remain steady in your Tweeting and blog posts . . . returning all email with a smile. Sharing. You’re always there. People feel they know you. Then, when you have something to sell, they buy it like family.

How do you connect with these people? They aren’t all mystery readers. They aren’t all literary fans. Maybe they are parents like you, animal lovers, gardeners, even writers, like my readers at FundsforWriters. You let them all know that you are a writer, but you also reveal you are more than that. You’re human. You share stories. You seem touchable.

This is just common sense to me. When Lowcountry Bribe came out in February, I had that gut feeling that I needed to jumpstart my image. I had to be anywhere and everywhere. My husband and publisher stopped me. “Let it happen,” I was told. I scoffed at myself. They were right.

We see big hits and suddenly we want to clamor and fight to be like them. The problem is, those people did their backdoor platform ages ago, and you’re just getting the memo. They didn’t do it overnight. And neither can you.

Start now building that platform. Yes, even though you have no book or no product to sell. Become someone online – a personality. Be yourself. Be there for others. Be there steadily, daily. Flash that smile even though there’s nobody in your room, because it’ll come across in your Tweets. There you go. Be a friend.

Normandie Ward Fischer lives more on sea than land. She’s the acquiring editor for Wayside Press, and we hit it off at the Oklahoma Writers Federation Conference a couple weeks ago. Recently we spoke to each other about platform.

  From Facebook:

Normandie Ward Fischer Hope. I know you and I have talked about this, but today it hit. Wham, I got it — because that’s what I’ve been doing this as a buyer. I read interesting comments. I read other folks’ blogs. I pay attention. And then I go buy the books of those folk I like. Hey, it got me into your world, and I’m waiting for the next one to hit Amazon!

And from her blog Writing on Board, entitled Marketing Revolution:

I rarely buy books when someone begs me to. I rarely buy based on advertising. But I do head over to Amazon when I read a thoughtful post or a comment by someone who intrigues me, some word that makes me want to know the writer better. So, if that works for me as a buyer, perhaps it will work for me as a seller? Oh, my, I can wrap my mind around that sort of marketing. The friendship thing.

This week, Thursday, May 24, at 1PM Eastern, I’m presenting a 90-minute webinar for Writer’s Digest on this very subject. When I asked if they were interested in this concept, they jumped on it. Platform is elusive in so many writers’ minds. Come visit and let’s sort it out.

http://www.writersdigestshop.com/platform-the-backdoor-way

A friend just called from Edisto Beach, my second home, and marveled at the reviews of Lowcountry Bribe. She noted  one in particular from a Simon & Schuster author, and read it to her college-aged daughter who happened to be visiting.  “Ooh, tell her to buy that beach house for sale and move down here,” said the daughter, with visions of my millions in the bank.

I told my friend what I made per book, and that my agent received a portion of that tiny amount and she went silent. “Ewww,” my friend said. “That’s not fair. You do all the work.”

JA Konrath posted one his best pieces ever on the exploitation of writers. He explains SO well about how writers have always been exploited, comparing them to railroad labor in the 1800s. Comparing them to the horse Bower in Animal Farm by George Orwell. . . a poor animal that supported the evil pigs to the day he was sold for slaughter. Ignorant and blindly loyal.

I agree with him. I believe Apple and the five publishers in cahoots with Apple, conspired to capture the market against Amazon. Yes, that’s illegal, and that’s why the Department of Justice has filed suit against them. (Read more about the details of the suit at Nathan Bransford’s blog.) There are better ways to deal with the huge shift in publishing these days. They are fighting to keep things closer to the old ways instead of embracing the new.

Amazon cares about readers. Authors should care about their readers. Apple and the Five cared more about profits. I understand one has to run a business, but one has to also move with progress. Amazon is staying ahead of the pack, obviously, or the others wouldn’t have felt the need to collude and impede Amazon’s progress. They eventually broke the law. People, there are better ways to fix this broken industry than this.

But back to what’s important . . . the readers. Yes, it should always come full circle back to the readers. Like any business, you should be customer-driven.

Readers want to be empathetic toward authors, admire them, and feel akin to them in some capacity. If you stick to your writing, always writing, making it clear that you’d do it no matter what, your readers support you even more. When readers see that you’d write if they paid you in peanut shells or M&Ms, they marvel. You’re doing this for them. Of course, you’re also doing it for yourself, because you are compelled to write your stories. It’s in your DNA. But being so martyred as to endure the shenanigans of the publishers in all their craziness, can only help you in the eyes of your readers . . . just as long as you can afford to pay the power bill to keep your computer going.

I wince every time I open an email or receive a tweet or read a Facebook message that says:

A good cheap read.

Buy my book and help my rankings.

Buy this book. Partial proceeds go to charity.

Help spread the news about my new book.

Here, buy my book. It’s on Amazon.

It’s only 99 cents!

And . . . those are the last books I’d ever think of buying.

First, nobody tells me what genre it is. At least give me a synopsis, even a blurb . . . throw me a bone, writer. Tell me what the heck I’ll be reading and why it matters to my life. Entice me. Intrigue me. Lead me on with a taste of the plot. But I’m always surprised that I’m asked in these messages to buy a book without the first word about the story.

I read a lot. A book a week, I guess. Not ravenous but respectable. Occasionally I’ll take 10 days when I’m over my head in work. And I have this huge pile of books on my nightstand that I’ve bought, been given, judged, and critiqued. Thirty at least. Yeah, I have a sturdy nightstand. You ought to see my Kindle, where One-Click Shopping makes buying so simple. So for me to buy a book means I’m definitely excited about the experience.

But nobody can get in your head and understand what the book’s about. You have to bait, tease, advertise and suggest with tact that someone read your story . . . based on its merits. Not on how hard you worked or how much you love your own story or even how much the touching tale changed your life.

Inspire with the story, not the process and not how you did what you did. Readers want to purchase an experience, not buy a product. And they aren’t interested in your reality . . . only in their own.

There’s a fine line between branding and hard-selling. At first blush, it doesn’t seem so hard. One sounds passive and the other is so in-your-face. Yet, we often find ourselves crossing the line from professional self-promotion to the dark side of hawking our wares.

When you meet a salesperson, do you cringe, wondering what gimmick he’ll use? I’m on guard the minute one walks up to me. Furniture, cars, clothes, security systems, cable TV, jewelry . . . you know what I’m talking about without me explaining it, don’t you? They try to tell you what you need. They sometimes talk over you. They act as if they know what’s good for you . . . better than you do.

Jennie is my connection at the local nursery. As an outdoor and gardening enthusiast, I see Jennie a lot. Yes, she knows me now, but I love the way she addresses customers.

“Hey, can I help you?” Then she actually stops and listens. She nods as they explain what type of plant died, or how the amount of sun they have on a particular bed is causing the plants to wilt, or why they can’t seem to find the right bush to go beside the porch without it getting in the way. The customer is in charge. She waits for them to stop explaining . . . or waits for their direct question. Then she solves their dilemma. They walk away feeling they practically solved their own problem because they directed the conversation.

When you thrust anything in front of a potential customer, you challenge them. It almost becomes a dare. It assumes you know best. the move feels like you are trying to corner them. Professional salespeople will tell you otherwise.

I’ve taken the attitude that anyone selling anything works for me. Therefore, I expect to be handled well.

When you feel infringed upon, the sales tactic is wrong. Take note of that next time it happens. What is the person doing wrong that made you defensive? Let’s go over a handful of mistakes that handicap branding, and ultimately sales. Most of this list came from a fabulous blog post I discovered a couple days ago called Personal Branding Blog. Yep, it’s a little in-your-face, and I don’t recommend most writers read it religiously, but I’ve learned I can lurk on business and blog websites that have nothing to do with writing and learn a lot of tricks.

1. Automatic messages.

When someone signs up for your blog, newsletter or even Twitter messages, don’t shoot them anything other than a thank-you with links, in case they want to delve further. Hitting them right off the bat with “Buy My Book” or “Attend My Signing” or “Like me on Facebook” is presumptuous.

2.  Spamming.

Yes, people still do it. But now they do it on Facebook messages, LinkedIn messages, and listgroups with disclaimers that say “forgive me if you’ve read this already but this is a cross-posted message.” Spamming isn’t just for email anymore! If someone follows you on Facebook, don’t presume they want mass messages about a book signing, exhibition, nonprofit project, breast cancer awareness mission (what’s the color of YOUR bra?), or help us do an anthology that won’t pay the writers effort. Treat people like individuals and they’ll love you so much more.

3. Asking to Connect.

If you want someone to connect with you on Facebook, Twitter, LinkedIn or otherwise, make it personal. “Will you follow me?” says absolutely nothing. Mention what you have in common. Do you love their book? Have you heard them speak? Did someone mention them elsewhere? Did you see their blog? Even if you just saw their name mentioned and heard they were an expert, excellent writer, chicken raiser or Clemson fan, say it. Don’t just say, “let’s connect” without a purpose. Connecting isn’t about the numbers; it’s about the quality of the connection. Make people want to know you. Be interesting.

4. Asking to Forward.

Listen. If your work, post or ideas are good, they will be forwarded, copies, pasted, reTweeted, etc. Don’t say, “retweet this” or “send to all your friends” or “post this.” You sound desperate.

Be your creative, social self. Fight to always stay on your game. Address people as if they were friends. You hate it when the government treats you like a number, or the bank thinks you’re an account instead of a human being. Enjoy readers as people, and they’ll love you in return

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C. Hope Clark is editor and founder of FundsforWriters.com . Writer’s Digest selected FundsforWriters one of its 101 Best Websites for Writers every year since 2001. She is also author of the Carolina Slade Mystery Series, available via Bell Bridge Books, Amazon, B&N and all bookstores.   www.fundsforwriters.com / www.chopeclark.com

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