Dr. StrangeAuthor: Or How I Learned to Stop Worrying and Embrace Marketing...

In the old days (ten to twenty years ago), when an author got published, it was his/her sole duty to plant their butt in their comfortable leather chair, and pound away on the typewriter, producing book after book while the royalty checks came flying through the mail...
Unfortunately, in this day and age of multi-tasking, high-speed Internet, and fast food, once a writer is published, she must don many hats in order to further her career.
Yet despite the numerous articles and discussions on the Internet, and the many romance writer groups, I'm continuously surprised by the number of authors who don't seem to understand how to market themselves and their books. And this isn't limited to epub authors, but NY publishers also expect their authors to do their fair share of marketing as well. In fact, the worse the economy, the more the NY pubs tighten their belts (despite romance selling well), which means authors have to pick up the slack.
So how do you market yourself? There is only one thing an author needs to concern herself with: Author Branding.
What is Author Branding?
Think of Stephen King, Nora Roberts, and J.K. Rowlings. Upon reading these three names you instantly know who they are, what they write, and something of their personalities.
That's Author Branding.
Think of Author Branding as a giant umbrella which contains all your marketing efforts to promote you and your books. So how do you go about creating your Author Brand?
Your Author Website:
Once a reader has finished your book and enjoyed it, he/she is going to want to know more about you and your books. That's where a website comes in. You would think in this high tech Era that we live it would be a given, but there are many authors out there (both epubbed & NY pubbed) who still do not have one. As I reader, I find it extremely frustrating when an author doesn't have a website—that doesn't make for good business.
When I received my contract from Samhain Publishing, the very next day I bought my domain name and purchased website hosting, though it was a month before I actually launched my site.
Worried about the cost? Simply google “domain names” or “website hosting” and you'll finds lots of reputable companies (like GoDaddy.com) who offer their services at very reasonable prices.
A website is the hub of your Author Branding. It is the doorway to you and your books and the single most important marketing tool in your arsenal. But there are a couple of things you must remember to make your website a success.
Your website Must look professional: You have signed a contract with a publisher and are being paid for your book. That means you are a professional, and your website should reflect that. Having your second cousin on your mother's side who has a computer and will build you a website cheap, isn't always a good idea. Unless you've seen their work and are extremely impressed, don't give in to family pressure. Your career is on the line. Your website should not only look good and be informative, but should reflect you and your writing.
Again, worried about cost? Google “website design” and you will find a host of graphic artists out there, including many who create websites for romance authors without breaking the bank.
Updating your website regularly: To keep readers coming back to your website (so they can check out your latest release, etc.) it's important to have fresh content posted on regular basis. This can take many forms depending on the amount of spare time you have and what your interests are. Write articles; post free reads (very popular with readers and sells books!); post additional excerpts from your books (but not so many that the reader doesn't need to buy the book); host contests, etc. You don't need to update your website constantly if you don't have the time, but once a month is good enough to keep readers coming back often.
Here is a list of some authors who have done their websites right (either designed the website themselves or hired someone to do it for them):
Ingela F. Hyatt ( www.ingelahyatt.com )
Jeannie Ruesch ( www.jeannieruesch.com )
Kimberly Killion ( www.kimberlykillion.com )
Kris Kennedy ( www.kriskennedy.net )
Margaret Mallory ( www.margaretmallory.com )
Margaret Tanner ( www.margarettanner.com )
Your Author Persona:
The personality you display to the public is part of your Author Branding. I'm always a little disappointed when I read an author's bio at the back of the book and it says the same old thing: Jane Doe lives with her husband, two kids, three cats and a monkey in Lower Sloblovia. Okay, so maybe if there was a monkey in there somewhere it would be interesting.
Are we not writers? Do we not have fabulous imaginations which prompt us to write story after story? Why not use a little creativity when describing yourself and what you do? We are paid to lie after all (or hope to be paid soon), so why not let go and make yourself exciting, funny, or mysterious?
Lets look at History for an example: Every time the newspapers of the era asked Mata Hari about her past, she provided a different place of birth and nationality. In reality, none of it was true, but it created a mysteriousness about her that no one could ignore. Her fame grew because no one could pin her down.
When writing your Bio, consider using this technique. Be mysterious, or exciting. When I was first published three years ago, my bio read the same old boring way. Until I read about Mata Hari, and got a brilliant idea (if I do say so myself) to write a completely off-the-wall bio. If you visit my website, you'll notice my bio has nothing to do with where I'm from, how many books I write a year, or who my family or pets are. It's pure entertainment. In fact, if you check out my profiles for Bebo, Myspace, and Twitter, you'll find that I'm currently living in several different countries at once. This creates mystery and nobody really knows where I'm from or who I am.
Unlike celebrities who are in the public eye on a constant basis, writers enjoy a certain anonymity, which allows us to create whatever kind of persona we want, just remember to keep it believable.
Your Author Photo:
Some of you may be surprised that I included this as an essential for your Author Branding, but believe you me, I've seen plenty of bad photos out there, so many that I just had to mention it.
In this day and age, image is everything. And despite the old adage, people do judge a book by its cover. So if you have a good website, and a mysterious persona, do you really think it's a good idea to have a bad Author Photo?
Case in point: A few months back, I was visiting an author website and, as always, I was reading her bio when I stumbled upon her author photo. It was one of the worst I'd ever seen. Not only was the picture blurry, but she wasn't wearing any make-up, her hair was a mess, and she was sprawled on the couch (either having just woken up or was about to pass out drunk-lol). It did not make for a good impression. Then a few months later, I returned to her website to find she'd had a professional photo taken of herself. What a difference! She was wearing make-up, her hair was done, and the photo was crystal clear—giving the impression that she was a successful published author.
If you still don't think a good author photo is important, think of Danielle Steel. Take a look at any of her mass market or hard cover novels and you will see a photo of her (always different BTW) which portrays a smart, wealthy, and sophisticated woman. All of which is part and parcel to Danielle Steel's Author Branding.
If you can't afford a professional photographer at the moment, then at the very least, get a Sears Portrait. Make a day of it by getting your make-up and hair done before the photo shoot.
Just remember, in everything that you do, you should always present a professional front. Be it your writing, conducting interviews, or marketing. This also includes electronic banners advertising your books (I had to mention this because I've seen way too many bad banners out there, which can actually hinder your Author Branding, not help it). If you don't have the “graphic artist” gene, then hire someone who does. There are plenty of websites who will produce a professional banner ad for a very reasonable price, such as:
Historical Romance Club (www.historicalromanceclub.com )
The Mystic Castle ( www.themysticcastle.com )
The Romance Studio ( www.theromancestudio.com )

So now you know a bit more about Author Branding and how it can help you. But keep in mind that writing is the singular most important point to an author's career, and everything else, including Author Branding and Marketing, is secondary.
Ingela will be giving away a copy of A Knight of Passion in ebook form to one of today's lucky commenters!You can find out more about Ingela Hyatt and her latest release, A Knight of Passion, at her website at http://www.ingelahyatt.com.