There's a solid business reason behind Hollywood's obsession with sequels. One of the hardest things to do in business is get new customers. It is much easier to keep the customers you already have.
When you plan your viral marketing, plan on making at least five videos. Then release them equally spaced apart. Consider releasing one a week.
My role model for viral marketing is Felicia Day. Many actors sit around waiting for roles. She created her own with the web series The Guild. Starting in 2007, it was one of the first web series. She created a devotes following. Also, she's turned her fame from The Guild into paid acting jobs on several shows, significant music sales, comic books and video games.
If you are not familiar with her, here are few links to get you acquainted.
She is a role model for how talent bundled with the right 'out-of-the-box' thinking can bring great things. You'll see in this first episode, it doesn't take mountains of money to make a quality product.
If you want your campaign to go viral you MUST do something the audience does not expect. Think about Gangnam Style for a moment. I know that may hurt your brain, but it is a perfect example of the power of viral marketing. People watched and LOVED this video because it was something very unexpected. Funny and weird.
Do not simply copy the videos below. Throwing your book in a blender or singing your version of "Call Me Maybe" is not going to work. A few weeks ago, however, your version of Harlem Shake might have.
Suggestions:
If you write about vampires, walk down the street with a video camera. Ask random strangers what they think about vampires. Post to your blog and YouTube.
If you write erotica, walk into your local adult store. Interview staff and customers.
If you write mystery, investigate cold cases or profile famous murder cases in your area.
I'm doing a documentary on the Windsor Hum. It's something that is local to where I live. It's a real-life case of creepiness and Big Business interfering with regular people.
A complete sentence makes sense standing alone. Every sentence needs a subject (someone doing an action) and an action. For example:
John ran.
This is a full sentence. You can easily see who is doing what.
SENTENCE FRAGMENT
A sentence fragment is any sentence that does not make sense standing alone. If you've written an incomplete sentence (or sentence fragment), it is likely a "subordinate clause". That's fancy English for a series of words that do not complete an idea. Subordinate clauses are also called dependent clauses because they depend on an independent clause to complete an idea.
See below for examples of sentence fragments:
Since John Lennon was in the
Beatles.(So what?)
Due to the weather. (What
happens because of the weather?)
Unless the gun is found. (What
happens if the gun’s not found?)
None of these make sense in and of themselves. They do not complete an idea you wish to communicate.
See below for examples of how to fix these sentence fragments:
Since John Lennon was in the
Beatles, he was one of the coolest people alive.
Due to the weather,the picnic was postponed.
Unless the gun is found,we
cannot prove he committed murder.
Each part that is underlined is an independent clause. They make sense by themselves and do not need the 'help' of the part in italics (the dependent or subordinate clause).
WHEN IS IT OKAY TO USE SENTENCE FRAGMENTS?
Sometimes a sentence fragment is exactly what your story needs. Seriously. If you want to add a sense of tension, emphasize a point or play with pacing, a sentence fragment may add just the right 'beat' to your writing. Just be careful: sometimes your sentence fragment is needed; other times it is the result of bad punctuation.
For example: "Classic. A book which people praise and don't read." That period should be a colon. "Classic: a book which people praise and don't read."
Here are examples of 'acceptable' sentence fragments that improve pacing or tension:
"I can't believe you're making me do this." She took the gun and shot him. In the head.
You've created a sentence fragment by adding the unnecessary period after him. However, it adds extra tension or emphasis to "in the head".
I knew then I would love her forever.Until I died.
Again, this example plays with punctuation. "Until I died." is a sentence fragment. Using it adds an extra 'beat' after 'forever'. It may be the effect you are looking for. However, use this structure sparingly or it will lose it's impact.
So now that you understand what viral marketing is, how do you do it?
As you'll see on the graphic below, one key element is doing the unexpected. Stop doing what all your competitors are doing. You'll never stand out if all you're doing is blending in.
I'll spend the next few posts talking about each item on the checklist below.
1. Stop Being Neutral
Controversy breeds notoriety. Look at Ann Coulter. I think she is a vile human being. She has said so many offensive things many people want her dead. Here's the thing: the only reason she's relatively famous is because she says stupid things. Things that get people talking.
Now, I'm not saying become the next Ann Coulter. Lord knows one of her is more than enough. As a writer, you never want your image to outshine or distract from your work. The one and only piece of credit I will give Ann Coulter is she knows how to get people talking about her.
Here's your homework:
List five public figures (e.g. politicians, celebrities, etc.) that you strongly dislike.
Pick one thing each person has said or done to make you dislike them.
List five public figures (e.g. politicians, celebrities, etc.) that you admire.
Pick one thing each person has said or done to make you admire them.
The below graphic is from the Kissmetrics Blog. They provide html coding if you want to include this on your own blog (because they understand viral marketing.)
As writers, the most important marketing tool we have is word of mouth. Today, word of mouth is only limited by your access to social media.
However, most people are not using social media correctly. Plugging your book on social media is a waste of time. If you want to get the most out of social media, you need to understand viral marketing.
WHAT IS VIRAL MARKETING?
"Viral marketing is an idea that spreads--and an idea that
while it is spreading actually helps market your business or cause."
Few things spread faster than gossip. If there was a way you could get hundreds or thousands of people spreading good 'gossip' about you, would you be interested?
Viral marketing is normally done in video format. It is easier to spread on Facebook and Twitter. People watch videos because they are fun. Most of us are so inundated with advertising that we tune out as soon as soon as it sounds like someone is selling us something.
So stop selling.
Relate.
Entertain.
Over the next few weeks I'll be giving you some ideas on how to do this. To get you started, here are a few free ebooks on viral marketing brought to you by experts in the field.
