Many writers and authors I know cringe at the word “marketing.” If all they had to do was write, they complain, life would be so much easier. We writers generally dislike the whole idea of selling our stuff. So how can marketing make writing better?

Writing Tip for Today: Here are some ways to think more generously about marketing:

Targeting Emotion

One of the most important ways we writers can take cues from the marketing world is to realize how advertising and good writing both aim for the emotions. In order to persuade readers or consumers to get “hooked” on a story or a product, ads target people’s emotions. Good marketing understands that when the emotions control a buying decision, rational thought and logic often go out the window. A gut instinct tells people whether they must have whatever is being offered. Likewise, good writing that goes for the gut reaction is far more likely to be a must read than dry or emotionless prose. When you try to insert emotion by labeling it—that is just writing emo words such as angry, sad, happy, etc, you’re not really tapping into that gut reaction. Rather aim for the situation that prompts those emotions. Painting a word picture of a child standing alone on a street corner when Mom is late picking her up elicits our own fears and memories much better than to state that the child is afraid. Always ask how all your characters are feeling—and why.

Finding Your Voice

Another writer’s nemesis these days is author branding. Writers loathe this whole idea unless they already have a “brand.” A brand is what readers come to expect from a writer. Just as we expect cereals from Kellogg’s or cooking oil from Wesson, readers come to expect certain topics, eras or styles from authors they like. While I still believe it isn’t wise to pursue your writing brand based upon trends or fads in novels, I am a strong proponent of finding your own distinct writing style. Usually this is known as voice, and in general it’s hard to define. In order to develop your own style or voice, write a LOT. Don’t use clichés and study other great writers. Write what you love, even if you have to write other stuff to sell at first. I can’t guarantee you will become a household name, but you’ll be a better writer for pursuing the style that is uniquely you. A great resource on voice and marketing is Unique by Phil Cooke.

Writing on Fire

Finally, we writers can all benefit from marketing in adopting the passion advertisers project about their products. You seldom hear a TV spot for a product that’s just OK. No, products are always billed as new, improved and the best thing since sliced bread. We often don’t want to toot our own horns about our stuff, but we can be passionate about it. Create characters that in your imagination are living breathing people with flaws and assets, failures and triumphs. Learn the motivations for everything your characters do and say. Don’t be afraid to transfer your enthusiasm for your story to the words on the page. An excellent resource for cultivating this passion is Fierce on the Page by Sage Cohen. It will be easier to give readers something to get excited about if your words, your characters and your story all leap off the page and into their hearts.