All posts by Diane Holmes

Your Power as a Writer = Your Author Brand (with Donald Maass)

by Diane Holmes, Marketing-Zone: Marketing Yourself and Your Book, founder of Pitch University.

I recently asked Literary Agent and advanced writing instructor Donald Mass what he thought about Author Brands, specifically for novels, which can be tricky.

You probably know Donald Maass from his advanced craft and career books on writing, or his new Story Masters Workshop, November 3  – 6, 2011. 

He’s developed and guided many writing careers, and he’s seen author branding up close and personal.

Here’s what he said:

“For fiction writers, “brand” is something that emerges as a body of work accumulates.  There are hundreds—thousands—of examples of such authors on bookstore shelves.  Many are mini brands, though. 

Just having a “brand” (identity) as an author doesn’t mean your audience is large.  Only powerful stories will win you that.”

— Donald Maass, Founder Donald Maass Literary Agency

He makes two very important points that I want to share with you.

1.  It’s Alive!

Your brand’s “shape” can change and will grow to include everything you write, your” body of work.”  It emerges.  You create the brand of YOU AS AN AUTHOR, because you’re writing books, and because the books create an interaction with readers and with YOU.

It creates meaning.

Your brand will be “done” only when you stop writing and your books stop being read. 

Until that time, you have complete control over it, and your participation in your career, the decisions you make, the skills you achieve….  This is you authoring your very own brand.

And more importantly, the you designing the meaning of you upon other (aka The World).

2.  Voltage

2. Your writing (and thus your Brand) will require your audience to identify something powerful about you and it.  This power will be what makes your books, your name, and your brand “powerful” to your readers.

Average won’t do it.  Nice won’t do it.

You need the thunder of POWER, the force of SKILL, and the captivation of a an unexpected WOW.

Badass Creativity

Justine Musk  over at Tribal Writer just wrote a post that powerfully combines these two thoughts into one call to badass action:

From Badass Creativity….

Creativity is your birthright.

Yet in a society that bombards us with constant stimuli and never-ending distraction, where the value of productivity ranks right up there with hope and faith and love, it has never been more necessary to carve out the elements needed to generate creative thinking. A creativity-committed lifestyle rarely happens randomly; you design it, through understanding the strategies that enable creativity and building them into your life.

And somewhere along the way, a badass creative makes the connection between what she makes and who she is.

She makes meaning from the raw materials of her life….that can provide value not just for herself, but others.

Carve out the elements.  Build them.  Design it.  Make meaning.

This is the work of building your brand over the life of your career.

And as you carve out your books, build worlds inside your reader’s head, and design a body of work over time, know this: the world needs authors to be more than a whimper.

It needs you to stand up and be powerful, and write books mean something.

Get your badass, creative self on.

Your author brand will follow.

by Diane Holmes, Marketing-Zone: Marketing Yourself and Your Book

This is the 8th in a series on Author Branding.
Previous articles include:
1. Author Branding vs. an Army of Writers
2. The Author’s Branding Manifesto
3. The Gleam in Your Author Brand (Brand Building Technique #1)
4. Storytelling Your Author Brand (Brand Building Technique #2)
5. Yes, Your Book Is Part of Your Brand (part 1) (Brand Building Technique #3)
6. Yes, Your Book Is Part of Your Brand (part 2) (Brand Building Technique #4)
7. Your Author Brand: What Do You Want People To Say Behind Your Back? (Brand Building Technique #5)
8.Author Branding: “The Brand Your Brand Could Smell Like.”

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Diane Holmes Crop 1
Diane writes two columns for Freelance-Zone: Fiction-Zone: Leaps in Fiction Mastery and Marketing-Zone:Marketing-Zone: Marketing Yourself and Your Book.

She’s the Founder and Chief Alchemist of Pitch University – “Learn to pitch your book from the AGENTS and EDITORS who make their living at it. Learn. Pitch. Sell.”

Using Major Turning Points – Pacing Advice by Christopher Vogler

Fiction-Zone: Leaps in Fiction Mastery by Diane Holmes

I was recently talking with Hollywood Story Consultant Christopher Vogler, for an article over at Pitch University:

The Story Master’s Journey by Christopher Vogler (free bonus chapter!)

Now, if the name is familiar, there’s a reason for this.  He’s kind of a legend for his ground-breaking work bringing the power of myth to screen and novel writers with The Writer’s Journey, now in it’s 3rd edition.

As a Hollywood Story Consultant for Disney, Fox2000, and Paramount, he’s worked on some of the biggest movies of our time.  The Lion King, Courage  Under Fire, I Am Legend.  You may have heard of them.

When the subject of pacing came up, he told me the following story.

Christopher Vogler: I work mostly with screenwriters and had to deal with a pacing issue on rewrites of THE FIGHTER, on which I worked with one of the screenwriters, Scott Silver (8 Mile). 

The script was EXTREMELY dynamic, with high highs and low lows on almost every page.

The overall effect was “aesthetic exhaustion.” An audience would just get worn out from trying to ride that roller coaster.  

I worked with Scott to find  major turning points, so that the script would build up to a high point for three or four pages before taking a darker turn for a few minutes.

It gave the audience a chance to enjoy and share in the hero’s triumphs before the next twist in the road.

I love this advice for two very important reasons.

#1 Characters do not need rest.

There is a strange piece of advice that writers repeat to each other that goes, “You can’t have fast pace all the time; you have to let characters rest and build in slow-paced scenes.” 

I know this, because Inevitably, if I give gentle critique feedback that a scenes is dragging a bit (because the characters are sitting around making idle chitchat, with no goal), the scene is defended strongly using this logic.

But listen to what Chris says.  It’s not that scenes should be slow/boring or be designed to give your character a Snickers break. 

No.

Your scenes should build to the big turning points.  The high highs and low lows are end destinations.  You don’t just leap from devastating low to another low low, to an incredible high, and back again. 

And you certainly don’t take a break off from the story.

You build scene upon scene in a way that propels your story forward.

Awesome.

#2 Pacing is created within a scene and across scenes.

We writers often focus on scene creation and scene rewrites, but audiences and readers experience the dynamic of a story unfolding and building into larger turning points.  And these turning points build into a larger experience called Your Book (or Movie).

Readers don’t care about the scene unit nearly as much as we do.  They care about what just happened to the characters, what’s happening now, and what might happened in the story future.

Because the story is going somewhere.

Because there’s a meaning to be made out of what happens.

Because you’re telling them as the writer that what they read (or see) is important and matters when it all comes together.

Because of a hundred different reasons.

So when we think of pacing, let’s try to think of story pacing and not just scene pacing, okay?

Good.

And if you’re interested in learning more from Christopher Vogler, check out his new book.  Or join me at the November 2011 Story Master Conference.  I’d love to meet the Freelance-Zone Peeps!

This article is the 6th in Diane’s craft-of-fiction-writing series on Pacing:

  1. How to Be a Pacing Genius
  2. Pacing and the Thirst for Something Fresh (Blood Optional)
  3. You Can’t Look Away: Pacing & The Riveting Story
  4. Shot Through the Heart: Threat, Consequences, and Emotions Equal Pacing
  5. BONUS:  Don’t Hold Back – Pacing Advice by Literary Agent Donald Maass
  6. BONUS with Hollywood Story Consultant Christopher Vogler
  7. The “Oh, Crap!” Factor: Pacing in Real Time
  8. Bam! Pow! Wham! Good Pacing Causes Immediate Reaction
  9. Situation Critical: Pacing’s Need for an Unknown Outcome
  10. Game Changers: Pacing, Plot Twits, and Reader Engagement
  11. Pacing that Matters: It All Comes Down to Characters
  12. Your True Opponent: Pacing’s Race to Outwit the Reader
  13. 9 Pacing Techniques, 1 Scene on Fire

Diane Holmes Crop 1Diane writes two alternating columns for Freelance-Zone:Fiction-Zone: Leaps in Fiction Mastery and Marketing-Zone:Marketing-Zone: Marketing Yourself and Your Book.

She’s the Founder and Chief Alchemist of Pitch University – “Learn to pitch your book from the AGENTS and EDITORS who make their living at it.  Learn.  Pitch.  Sell.”

Don’t Hold Back – Pacing Advice by Literary Agent Donald Maass

Fiction-Zone: Leaps in Fiction Mastery by Diane Holmes

I spoke with Literary  Agent and Writing Instructor Donald Maass about his new 4-day Story Masters workshop with Christopher Vogler & James Scott Bell

(I’m currently doing a series over at Pitch University on this workshop, which comers to Houston, TX November 3 – 6, 2011.  I’ll be there, so say hi if you’re there too.)

Of course, I took the opportunity to ask him a couple questions about my Freelance Zone passions (this series on Pacing, and my current Marketing-Zone series on Author Branding.)

So today, I have a bonus for you on Pacing.  Here’s what I asked  Don….

Diane:  One of the hardest things to discern as a novelist is how your scene’s pacing translates to the reader.  Can you give us an example of the best rewrite you’ve seen to correct a pacing issue?

Donald Maass: Absolutely. 

Historical mystery writer Anne Perry several years ago wrote a stand-alone historical novel, The Sheen on the Silk, set in a late century of the Byzantine empire.  The first draft dragged.  You could have said pace was an issue, but I could see that the author was holding back. 

I told her to add 75,000 words. 

The Sheen on the Silk

That did the trick.  With so much extra room—really, freedom—the author let loose.  The story soared.  The delivery manuscript came in almost exactly 75,000 words longer.  The pace of the story was terrific.  There was far more material but also higher tension throughout.  What was on the page now mattered.

3 Reasons Don’s Pacing Example Rocks

#1  Pacing is a way of viewing story, not a gimmick.

It’s about a deeper story that matters, a story where the author really let’s loose.  This is why pacing isn’t just about “write shorter sentences,” which is what I often hear, when I ask other writers about pacing.  Pacing speaks to the heart of story.

#2  Write bolder not “faster.”

Pacing belongs to the brave writer, the unflinching hand.  Small, quiet scenes and large, explosive scenes can both have excellent pacing.  You do this with bold writing, a daring story, and the guts to write the WHOLE thing, not a pale imitation.

#3  Stories and storytellers are meant to soar. 

It’s not enough to write the scenes.  It’s not enough to master the mechanics.  And it’s never enough to be average. 

Seize the day, my friend.  Grab your story and take it to the heavens.  Blow the doors off your soul.  Let your passion yell, “Hell, Yes!” on every page, because even you didn’t know you were capable of writing that much truth.

That sense of soaring?  It’s the taste of great pacing.

So many scenes and manuscripts just skim across the top of the story, the character exchanging lines that even they know are fake.  You can feel the pace drag already.

But scenes (and pacing) that soar?  That can earn you reviews like this for The Sheen on the Silk:

“As the danger, betrayals, and dead bodies mount, Perry conveys an earnest message about obsession, sacrifice, and faith at a dazzling crossroads of East and West civilizations.”

— Publishers Weekly

This article is the 5th in Diane’s craft-of-fiction-writing series on Pacing:

  1. How to Be a Pacing Genius
  2. Pacing and the Thirst for Something Fresh (Blood Optional)
  3. You Can’t Look Away: Pacing & The Riveting Story
  4. Shot Through the Heart: Threat, Consequences, and Emotions Equal Pacing
  5. BONUS with Literary Agent Donald Maass
  6. The “Oh, Crap!” Factor: Pacing in Real Time
  7. Bam! Pow! Wham! Good Pacing Causes Immediate Reaction
  8. Situation Critical: Pacing’s Need for an Unknown Outcome
  9. Game Changers: Pacing, Plot Twits, and Reader Engagement
  10. Pacing that Matters: It All Comes Down to Characters
  11. Your True Opponent: Pacing’s Race to Outwit the Reader
  12. 9 Pacing Techniques, 1 Scene on Fire

Diane Holmes Crop 1Diane writes two alternating columns for Freelance-Zone:Fiction-Zone: Leaps in Fiction Mastery and Marketing-Zone:Marketing-Zone: Marketing Yourself and Your Book.

She’s the Founder and Chief Alchemist of Pitch University – “Learn to pitch your book from the AGENTS and EDITORS who make their living at it.  Learn.  Pitch.  Sell.”

Author Branding: “The Brand Your Brand Could Smell Like.”

by Diane Holmes, Marketing-Zone: Marketing Yourself and Your Book

This is the 8th in a series on Author Branding.
Previous articles include:
1. Author Branding vs. an Army of Writers
2. The Author’s Branding Manifesto
3. The Gleam in Your Author Brand (Brand Building Technique #1)
4. Storytelling Your Author Brand (Brand Building Technique #2)
5. Yes, Your Book Is Part of Your Brand (part 1) (Brand Building Technique #3)
6. Yes, Your Book Is Part of Your Brand (part 2) (Brand Building Technique #4)
7. Your Author Brand: What Do You Want People To Say Behind Your Back? (Brand Building Technique #5)

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I bet you need a brand example…

A couple weeks ago, I taught a workshop on Author Branding, and I needed an example that all the writers would immediately understand.  Something on the scale of “one example to rule them all.”

In other words, I wanted to find an example that we could hold up and say, “That!  Do that!”

The Old Spice Story

The New Old Spice Guy:  It all started when Old Spice, maker of a men’s deodorant and fragrance since the 1930’s, decided to revitalize its brand.

Over the years, they’d communicated to their brand’s outdoorsy, rugged, male audience by teaming the product with a logo of a sailing ship and often using a crusty, old seafarer as a spokesman.  Hey, it worked at the time.

But now, they needed a new face, a new message, and a new relationships with consumers who didn’t related to crusty old men as sexy.

Enter ad agency Wieden+Kennedy, writers Craig Allen and Eric Kallman, director Tom Kuntz, and hunky actor Isaiah Mustafa.  What happened next is now Popular Culture history.

RESULT: This amazing, innovative re-branding of “how to think about Old Spice,” not only did the trick, it also went viral.

Instantly, America got the brand, was wildly delighted by the creativity of the tongue-in-cheek single take, and told all their friends.

Old Brand = Old, crusty sea captain, who smells of sea breeze and lives a life on his own (extremely dated) terms (lonely).

New Brand = The man you HOPE your man smalls like (looks like, acts like, woos like…).  He’s drop-dead gorgeous, a guy who can do everything with ease.  Plus he has a sly wit, cheeky over-confidence, and good-hearted charm.

He winks at the audience (because they’re in on it) and is clever yet silly in a manly-man way.  He gets the joke that he’s playing on being sexy yet is still sexy.  He’s on your side and wants to help you and your man.  He’s practically noble in his desire to share his secret.  Men want to be him.  Woman want to date him.  He’s the best of all of us.

From here on out, when people talk about Old  Spice, they will forever think of New Old Spice Guy, this amazing monologue, and the jaw-dropping single take of this commercial.

Think of Old Spice, people smile.

That’s Branding.

But that’s only part of the story.

Who is Isaiah Mustafa?

220px-Isaiah_Mustafa Isaiah Mustafa was relatively new to acting when he took this role.  He wasn’t a household name for most of us.  But Isaiah was smart enough to embrace this role and make it his own.

It started when Isaiah had been given the script and was practicing his lines.

Despite his sharply scripted monologue, the smug, over-the-top attitude of Mustafa’s character wasn’t planned. The day before the shoot, Mustafa called to chat with a pal from his days at Arizona State University, Denver Broncos quarterback Jake Plummer. When Plummer didn’t answer, Mustafa decided to leave a rehearsal of the commercial’s script on his friend’s answering machine.

“I just did it for him, and I did it extra big, and then when I hung up, I thought, ‘Maybe I should try it that way and see if they like it,’ ” Mustafa told the Times.

–People Magazine

He added a piece of himself , his sense of humor, to the ad.

Here are a few a random facts about Isaiah: Continue reading Author Branding: “The Brand Your Brand Could Smell Like.”

5 Questions With Diane Holmes

Diane is the Founder and Chief Alchemist over at Pitch-University, a site devoted to teaching writers to pitch their books and make wise career decisions.

She also writes two columns here at Freelance-Zone:

  • Marketing-Zone: Marketing Yourself and Your Book
  • Fiction-Zone: Leaps in Fiction Mastery

1. How did you wind up a writer?

Diane Mosiac Crop The best way possible.  I was a Reader.  Yes, big ‘r.’  In fact, I was reading adult fiction by the 5th grade.

But I’m not one of those writers who knew as an toddler they wanted to write.  I only knew after graduating with a marketing degree and working as a Systems Engineer (Programmer)  for 4 years.  Yeah, then I knew.

What am I doing on a corporate death march?  I’m supposed to be a writer!

And so I quit my job.  (Don’t laugh.  It only seems rash in hind-sight.)

2. Was the road to being a published writer what you expected? Why or why not? 

Uh…No.  No, no, no, no, no-no-no-no-noooooooooooooo,

So, no, I didn’t expect the years and years of rejection.   

You have to remember, I’m a novelist.  It can take years to complete a project.  And then there are the years of rejection that can follow.  The industry is changing now, but even now, the traditional publishers are a slow lot.

I can tell you, I’m extremely stubborn.  That’s why I’m still here, and that’s saying something.

3. What has been your best moment or biggest accomplishment as a writer?

Well, I’ve co-owned a small press, had plays produced, founded and run large writers’ groups.  And  umpteen other things.

But my best moment is always the moment I know I just wrote a sentence that nailed it.  I got to the truth of it, whatever it is, and no one else has ever said what I’ve just written in exactly that way.

Ultimately, I’m a storyteller.  And when story and the writing of it transcends me, then that’s the moment I’m a better person for having written it.  I’ve transmuted words into story, shaped experience into meaning, and participated in a form of  myth-making that expands back thousands of years, and reaches forward into the future even longer than that..

That’s a pretty good moment.

I love everything about writing.  And this ability to explore concepts and make meaning out of experience is not just found in storytelling, but it’s also present in any form of writing, including my articles here.

4. What has been your most difficult moment?

Being stuck.  And writing and writing and writing every day, all day, yet only being more stuck.  This is the sort of experience that breaks your heart, because it’s so illogical.  So bad-bad-bad.

Creative careers have a downside that is related to how very much you care and how big you dream.There aren’t many careers where you can end up broken in exactly this way.  

5. Can you share your top piece of writing advice with Freelance-Zone readers?

Be a lifetime writer. 

Care deeply. Always be working toward mastery. Love your industry.  Show up to your career with the attitude that you’re on the journey to greatness.  Not acclaim.  Not that kind of greatness. The greatness of  an authentic, fully-explored, powerful interaction with readers.

Be that.

Shot Through the Heart: Threat + Consequences + Emotions = Pacing

Fiction-Zone: Leaps in Fiction Mastery by Diane Holmes

Stuff That Matters

My Mom is a skimmer.

When she reads (and she has 70 years of reading experience), she’s seen it all, read it all, and re-read it if it’s any good.

reading

So, when I hear her give an exasperated sigh and start flipping pages, I know what’s happening. She’s skimming.  (She also reads the ending first, which I try not to hold against her.  But it’s hard….)

It would be a mistake to think the writing isn’t any good. She’s not responding to the beauty of the sentences, the “goodness” of the prose.  What she’s saying with her sigh is that, “What I’m reading doesn’t even matter!”  And by matter, she means “to me or the character!”

This is a clear demonstration of pacing failure, because good pacing is about stuff that matters to the reader and especially to the characters.  What you want is to write story in every scene that simply can’t be skimmed.

The Reader’s Digest Pacing Test

My mom introduced me to Reader’s Digest Book when I was very young, and I was an avid reader by 5th grade.

books - readers digest

Reader’s Digest used to select bestsellers and books of note, cut a couple hundred pages (leaving “just the good stuff”) and publish several of them bound together into one gilt-edged Reader’s Digest edition.  Ah, the nostalgia!

But this perfectly describes how my mother thinks all books should be edited.  Just cut out the parts she has to skim anyway. The parts where her attention wanes and she feels rather put-out with the writer (no matter how well known!).  The parts where the pacing sags.

If my mother ruled the publishing world, there would be a Reader’s Digest edit of every book ever published.

So here’s the test:  Would Reader’s Digest cut out this page, scene, or section to create a digest version?  You’ve just identified your pacing issues.

My mother’s here visiting me now.  She just read a Jeffery Archer book for the second time, and I asked her, “So, did you want to condense it for Reader’s Digest?”

“No!” she said, surprising us both.  “There’s nothing to cut out.  It was all good.”

And those, dear writers, are beautiful words, don’t you think?

It’s all good.

The Good Parts

So let’s talk about how readers identify what NOT to skim and the Stuff That Matters.

Even if they don’t quite know why a story is working, to a reader (or my mom), Stuff that Matters has an element of..

  • Threat,
  • Consequence, &
  • Emotion

Threat

There are many faces of Threat.  Here are some:

  • Change that is fraught with risk or exposure
  • Interruption that overpowers or derails the character’s current goals and demands attention
  • Any action or situation associated with worry that “this could turn out baaaad”
  • Anticipation of an unwanted (and uncontrollable) behavior or situation
  • Real or implied danger (emotional, physical, spiritual, or mental)
  • Volatility, loss of equilibrium and status quo.
  • The unknown, secrets, and lies.
  • Vulnerability and the presence of innocence.
  • A challenge to safety.
  • Fear, panic, & worry in others.
  • Knowledge of an unpleasant meaning inherent in an action or outcome.
  • Conflict.  All sizes and shapes.

But threat is not enough to create good pacing. Continue reading Shot Through the Heart: Threat + Consequences + Emotions = Pacing