Using a Tag Line

The importance of a tag line can not be underestimated. This was brought home recently at my son's Little League baseball game. These games can drag on. Only if you've sat on the sidelines do you understand. In order to keep the team spirit going, the kids tend to chant some type of encouragement to their buddies up at bat. Sometimes it makes me laugh, smile, and other times I would be very happy if they would sit in silence.

The game was going, and going, and going...as usual. The coach had decided to trade out the pitcher once again, and we were all waiting for the warm-up to end so the game could commence. Once the batter was up in the box, the team players began their chant. It went something like this... "When I say Hillshire, you say 'Farms'... Hillshire..." (The team yells) "Farms!" and then the entire team yelled, "Go Meat!"  This refrain continued . . . "When I say Hillshire, you say Farms, Hillshire!" "Farms!" "Go Meat!" Over, and over again the kids yelled. Sitting in the stands the parents looked at each other, smiled in recognition at the commercial tag-line.  My younger children began giggling at the silliness.

What does a cold-cut commercial have to do with Little League baseball? Apparently the kids thought "Go Team" is similar to "Go Meat." I guess. The point is kids are sponges. I'm sure most of us watching the commercial (if you watch television) remember things we wish we wouldn't. The commercial industry knows this about our psyche. They have spent thousands of dollars on research and while we may consider a commercial an irritation, these little kids proved the money was well spent.

Let's look at this commercial's effectiveness:
1. Use of a simple tag line.
2. A chant that was easy to remember.
3. A "cheer" for a company product, in this case, "meat."
4. Tag line doesn't make sense, therefore we tend to remember it.

When I first heard the commercial it bothered me, because "meat" can't "go." And, you cheer for people, not meat! In fact each time I heard it I would think of it as illogical. The entire tag-line was being embedded deeper into my mind. When the children chanted this everyone in the stands, on both sides of the team heard this, and whether or not they were familiar with the commercial they would be more aware of it the next time.

Tag lines are very important. 

"Can you hear me now?"

What do you think when you hear a tag line? If you think of the company or how it is different than the competitor, that is the key. How about this tag line? "Using Words to Enlighten, Uplift and Inspire."  No, it's not mine, it belongs to Stacy Hawkins Adams. She is a prolific author of fiction and non-fiction. Her tag line fits her mission. Her work. It is clear, strong and does what any good tag line should, nudges you to learn more. I have the privilege of interviewing Stacy on my Radio Show for Authors.

What is a  tag line? A tag line is also known as a slogan. The purpose is to convey a message. Whether it is about the company, a type of business or the individual. Many authors are known by their names which often appear in a larger font than even the title. A name tells you "who" but it doesn't tell you "what." If you are not as well known, what message do you want to convey? This is something you should give special consideration.

Good tag lines are:

1. Short
2. Catchy
3. Convey an idea
4. Implies more than it says
5. Will be repeated
6. Describes a value proposition
7. Includes key words
8. States your brand
9. Is clear
10. Is remembered

I think my mother had it right when she said, "Garbage in, garbage out." Think about it the next time you work on your tag line or when you are sitting at a Little League baseball game.

Are Platforms Important for Authors Before Launching a Book?

Most authors will tell you that the publishing industry has undergone a dramatic transformation over the past few decades. Like many, publishers are having to work with less, considerably less actually. Smaller staffs, online competition and the current economy all play a significant part in how publishers are interacting with authors today.

For authors and writers, this means that it’s truly up to them to harness the power of marketing and public relations in order to develop a solid platform. In essence, a platform is an author’s base of potential readers that view that author as an expert in their field, niche or subject matter. From speaking engagements and networking opportunities to traditional and online media presence, constructing a platform with these components is more important now than ever.
  
Today, publishers have considerably tightened up their purse strings and rely on authors to do much of the promotional legwork. As a result, publishers spend a fair amount of time examining an author’s platform to determine the type of following they have and if they’re worth taking on as a book project. Outstanding creativity and superb writing won’t do much in terms of a publishing contract if your platform is nonexistent.

Having a well-rounded platform in place is proof that an author has positioned himself/herself as the best possible candidate in a pack of thousands. However, platforms don’t happen overnight. They require time, dedication and hard work. Whether an author is sending out press kits or participating as a guest blogger, platform promotion is a major commitment that shouldn’t be taken lightly.

Some authors may decide to hire a professional to assist them in building their platform. Working with someone who’s knowledgeable and who understands your objectives is essential. An author’s platform is what showcases their accomplishments so take some time when choosing a professional to collaborate with. Ask around and do your homework to make sure that you’ve got the right person in place to cultivate an outstanding platform and help you reach your goals.

When establishing a platform, authors need to set realistic expectations and believe in themselves. The literary field is becoming increasingly more competitive, which is precisely why building a platform is central to the success of any modern author. There’s no time like the present. Putting together a platform strategy and executing it is the first step in rising to the top.

Leili McKinley s a sought-after speaker, social media coach, internet marketing expert and branding specialist. She has been interviewed by CNN and featured on Conversational Marketing. An award winning entrepreneur, Leili has built and sold two multi-million dollar companies and is currently working on a third. The Small Business Administration, The Colbert Foundation, and The Maui Chamber of Commerce have honored her and she is a SBA Entrepreneur of the Year Award winner. An in-demand speaker, Leili travels the world to address audiences on search engine optimization, online marketing, branding, pay per click, web analytics, email marketing, web design, blog design, website usability, ecommerce, social media and more. Leili's dynamic training and coaching sessions-both in groups and one-on-one-transform people, companies, and organizations. develop a solid platform. In essence, a platform is an author’s base of potential readers that view that author as an expert in their field, niche or subject matter. From speaking engagements and networking opportunities to traditional and online media presence, constructing a platform with these components is more important now than ever.

Branding: Importance for Authors

I attempted to unlock my car after a grocery trip, only to find the lock would not budge. I kept pushing the unlock button. Nothing. I pushed the lock button. Nothing. Okay, a bit strange but maybe the battery died. So I went to insert my key into the driver's side and nothing happened. I then called my daughter for her help. She quickly found the same thing, no button clicking or key insertion into the door lock would unlock the stubborn car door!

I pulled out my cell phone ready to call my husband. Why didn't my key work? As I rounded the back door of the car and looked at the bumper, I quickly realized my mistake. Have you guessed the problem? If you guessed this was not my car, then you are correct. I couldn't believe it! I sheepishly looked around to see if anyone was looking and thankfully my error went unnoticed. I quickly scanned the parking lot and found my car in a parallel space, one aisle over.

The car was identical to mine except for a bumper sticker. I don't have bumper stickers on my car. That brand or logo is what saved me further embarrassment from calling my husband and having him drive the ten minutes or so away. Of course I told him the entire story upon arriving home and we all had a good laugh. Branding helps to identify a personal object or a person.

As a child whenever we traveled by plane, my mother tied a red ribbon to the handle of our suitcase. It was easy to spot as it circled the baggage carousel.  Our suitcase stood out from the crowd.  And, come to think of it, she tied a red ribbon to the rear view mirror of our car as well. You never know when this might be important! These little identifying marks allowed us to quickly find our suitcase and our car! Funny how I had forgotten this until today.

When an author begins the process of writing a book a seasoned author will remember his or her brand. If the book is too far off track, she may reconsider writing the book. I often pass off book ideas that won't fit with my brand. With a name like "Media Angels" the emphasis is the Christian market. Brand...Logo...Identification. The three go together.

The ideal is to develop brand loyalty and an understanding that your brand contains quality, reliability and even dependability. So, how do you develop a brand or mark? With planning and focus. There are those who specialize in creating a "brand" such as a publicist or media specialist. These people focus on the strengths you possess, your literary gifts as well as your target market or focus. In this way your brand will appeal to the market demographics you are attempting to reach.


Of course you can do this yourself. Making your brand original, eye catching and one that conveys what you do is essential and a trademark of a good brand. You can test the market, ask your existing customers for input or if you are a brand new author, think about what you want your brand to mean.

Here are a few questions to ask:

1. Will my brand pass the test of time?

2. Will my brand be for a single product or a product line?

3. Can I sell my brand or is it "me"?

4. What is my target group and will my brand reflect their needs?

5. How will I implement this brand in my work? Will it become a book imprint or perhaps the brand of the entire company?


There are many more questions to ponder, but these will get you started on the right path. Remember that your goals and emphasis may change over the years and there is nothing wrong with changing your logo or brand purpose to encompass a larger segment of the population. Keeping true to the original purpose of my company, supply quality books and curriculum to the Christian market is still my goal, yet I've expanded my market to developing a line of Information books as well as those that would focus on Parenting. Whatever your goals there is no time like the present to begin.

Marketing Strategy 10: It's all about YOU

Do you want to know the secret weapon to selling your book?

You.

Not the answer you wanted to hear? It reminds me of a parenting class I took many years ago. I couldn't wait! I was going to hear an expert's advice about how to "train" my children to be the obedient, little angels I always hoped they would become. The first words were, "Parents in order to have obedient children, you need to change yourself and the way you think about discipline."

Not what I wanted to hear!

As an author you too have to change your frame of mind. Your wonderful book isn't going to jump off the shelf into the hands of an eager reader unless you are enthusiastic about the product, topic or consider yourself an important element in the mix. Words have the power to do many things but without the author they are a set of letters with no order or reason.

You are the person who can not only put those words on paper to craft a story or teach about a topic, but to inform others about your work. How do you feel about your topic or story-line? Are you excited? Are you passionate? Do you want to shout from the rooftops (or at the very least send out 100-tweets) that your book is nearing completion? (Please do not do this, it is a joke!)

If you are not passionate about your work then no one else will be, either. If you are passionate, discern the reason. As an author you need to sell, sell, sell. Perhaps you mistakenly thought an author needs to write—write—write! You do, but that is half the job, as any editor or publishing house will tell you. It is a partnership, you and the publisher. Maybe you want to self-publish? If that is so, then it is all up to you.

Today’s reader is savvy and now with ebooks and ebook readers finally coming of age the market is going to explode. So much so that mainstream publishers are jumping on the vanity publisher band-wagon and creating a branch of their publishing arms to print books that authors pay to have created. Authors make money when books are sold and publishers are taking a gamble by investing their money into not only the literary work but the author. If the author has an online presence with a blog following or other social media contacts, this will work in the author’s favor if it is between two similar works.

Writer's often are not the most gregarious bunch. Really good authors spend time researching, studying, and writing their books. That doesn't leave much time for social networking, in person or online. Still, somehow, you need to convey your enthusiasm for your work and let everyone know. One easy and low cost way is through calling cards.

I create cards for the books I author as well as those I publish. This example gives you an idea of how an enthusiastic author can give out her card, leave it with a tip at a restaurant, and let everyone know about an upcoming title. http://www.mediaangels.com/secretcodetime


Regardless of the work you have done in creating your masterpiece, the work is not over until you have eager readers purchasing your products. This can only come about with a well laid out marketing plan. Do you have any insights that have worked in marketing your book? Any promotions like the one above? Please share your ideas with me.

Marketing Strategy 8: Covers Sell Books, Front and Back

As an author you get inside the mind of your character if it is fiction, or teach or explain a concept well if it is non-fiction. But, have you taken the time to get inside the head of your buyer? If you haven't or don't know where to begin, start with yourself.

Go to the bookstore with a topic in mind. When you arrive look at the books that attract you. Why do they? What was it that made you stop to look? Remember these points, or if you are like me, you need to jot them down or you'll forget. By any chance was it the book cover? If you said, "Yes!" you are not alone. Many of us are attracted by a title, the illustrations on a book cover, or the color, yet once the "first-attraction" is over, we flip it to the back or open up the book and look at the book jacket copy.

A book cover may convey a thousand words... but if the words on the inside don't measure up it goes back on the shelf. An author does not have long to impress a potential customer, it is mere seconds. What is your cover story? What makes you pick up a book or purchase it? I'm curious to know.

Branding, It's Important. Do You Agree?

Why would I be speaking about branding when you may not even have a title to your book, your outline written or the ideas about what you want to write are scattered all over the place on little pieces of paper? Well, because not only is it important but it will actually help you to focus on your goal.

Since I've had years of experience and messed up more times than I care to mention, I can tell you that a lack of a "brand" kept me from reaching the goals I had set. When you think of brand names an image comes quickly to mind. Whether it is bathroom tissue, a sports car, or even a website browser. One name and you know what is being discussed. With publishing it is a bit harder but with a little creativity you can get the ball rolling.

The name of my company logo, Media Angels had a bit of a metamorphosis. It began with a singular angel figure without a face. Not quite a silhouette, but close. It actually was a figure that was tweaked from a popular publishing program's graphics file. It was pink and blue and it served its purpose for years. When I took my company to the next level I decided the single angel was not as significant and it was replaced with Angel wings... now when this logo is viewed, on my letterhead stationary, business cards, book cover jackets, or any type of advertising it identifies my company. I print books specifically for the Christian market.

The Media portion of the name has enabled me to create more than just print products and the diversity has stemmed from my original plan to offer audio, videos and e-books. You may not be concerned with a company name but you should be concerned with the name of your article or book title. There have been many books that have not sold because of improper titles. This will be a topic for another blog post.

For now, think about the vision you hope to portray. What do you want your customers to get from your books, products or articles? When they see your name or company logo what do you want them to think? Starting early in the process will save you big headaches later on.