It Ain’t What You Do – It’s The Way That You Do It

Key Take-Homes from the KidLitVic 2017 Workshop: ‘It’s All About Your Brand’, presented by Lisa Berryman, HarperCollins Publishers Australia

Well, it’s two weeks since I attended the Branding Workshop at KidLitVic 2017 in Melbourne, and I’ve purposely waited until now to share my key ‘take-homes’ – as I wanted to action them and show just how powerful the information presented was. Apart from the overriding message that a writer is a small business and that you should at all times conduct yourself and present yourself as one, and NEVER EVER do anything to damage your business or brand, there were two salient points that I needed to take action on ASAP. So here goes…

1. What is your Brand Message?

You need to be able to crystallize and drill down into one SHORT tagline: your interests in writing + what it is you write + what’s special about you. Some excellent examples were given by workshop participants, my favourite being, “Exploring Big Worlds Through Little Eyes.”

I was not communicating a clear, concise brand message about my picture book writing to publishers in my submission letters, and I needed to action this ASAP. So I literally went home after the conference and started the challenging task of filtering down all the elements of my picture book writing into one catchy tagline. It took a LONG time – involving self-reflection and really standing back from my work and analysing it. As well as spending time thinking about just what kind of writer I ‘think I am’ and making sure that it matched what I’m actually producing.

Once I’d got my short list, I employed the services of my 13 year-old son – he of the Snapchat-Nike-millennial generation – to give his opinions. He was a hard task master! With most of my early attempts yielding responses like, “Too long; Too boring; Just No; That’s Lame; Boring; Too long (AGAIN!); Don’t get it; Kind of OK; Yehhh…but Nah…” until I got to the finally approved “Yes” and here it is:

And then, Lisa suggested that you can add just a few more words in your cover letters, by way of weaving in comparisons, to give the publisher a really good feel for where your writing and your books are positioned – especially useful for sales, marketing and booksellers. Here’s my long form:

‘Feel-good rhyming adventures, with the wisdom of Bob Graham and the energy of Julia Donaldson and Dr Seuss.’

Phew…now to the final task…

2. Does Your Email Signature Sell Your Business and Brand?

This is the one area of the Branding Workshop that I gave myself a big fat FAIL on! For the benefit of not writing a long and boring blog, I’ve tried to summarise the salient points from Lisa’s presentation in a one-page graphic, which shows EXACTLY how my email signature looked on the day of the workshop; and then, how it looked after I gave it Lisa’s WHO, WHAT, WHY, WHERE and HOW transformation.  It’s quite embarrassing to look at the comparisons – What was I thinking? That publishers were mind readers?! The ’30 second test’ is something that I made up – Lisa didn’t specifically spell it out, but it was definitely the vibe that I picked up on. Oh, and yes, Lisa really did single out the lovely Tania McCartney as having a truly wonderful and professional email signature and brand message – it had lots of links, pictures and a clear outline of all that she is involved in.

Well, that’s it folks. I hope you find it useful. The workshop was certainly the best $40 I’ve spent in a very long time!