Be You

Growing up, and still, sometimes today, when I tell people that I am a writer, they would often respond with, "Oh, are you going to be the next [insert famous author name here]?" I remember being extremely offended when one person asked if I wanted to be the next Stephenie Meyer because it bruised my ego. I already felt that I could write much better than her, even though I was only a teenager. I was pretty cocky back then. This phrase stings even more now because it feels as if I am always being compared to other writers.

What does this have to do with marketing and copywriting? Well, recently, I have come across a lot of ads on social media for new books. One of the many perks of working with authors, I suppose. And I have noticed a theme. A large number of these ads state that their book is "the next Harry Potter" or "the next A Court of Thorns and Roses."

I understand what these ads are trying to accomplish. By relating your book to an already popular series, you entice your audience into becoming your readers. Which, I'm sure, is a successful strategy. I mean, why else would so many authors use it? But, I don't believe it to be the best strategy. Let me tell you why.

First, marketing your book is like an elevator pitch. You only have a few seconds to catch someone's attention and gain their interest. Do you really want to use those seconds to invite people to compare your book, which they are unfamiliar with, to one that is famous or even infamous? The Harry Potter series is both beloved and extremely controversial at the moment. Do you want the negative connotations of the Harry Potter author attached to your book? Or, do you want to set the expectation that your book will live up to someone's romanticized vision of their favorite childhood fantasy?

Second, is your book really so similar that readers would automatically connect it to a famous work? Think about authenticity when you are marketing and promoting your book. Just because your story has a witch and some talking animals does not mean that your book is the next Chronicles of Narnia. Too many of these author ads bank on the popularity of another series without actually having anything in common with that story. You might be an incredible writer, but you can leave your readers disappointed when they find that the reasons they chose your book don't actually exist.

Finally, let's circle back to my offense at being compared to Stephenie Meyer. I didn't want my stories to be in the shadow of another author. If you don't want to be compared, why would you then do the comparing for everyone? Don't try to make your book the "next anything." Don't work to be the next [famous author]. Be the first you! Celebrate what makes your book unique and special. Show those things to your audience through your marketing. Because, at the end of the day, you want readers who will love your work for its uniqueness, not its ability to imitate other series.

This strategy doesn't just apply to authors and books. If you spend all your marketing time and ad space trying to mimic popular trends, you will find that your business just blends in and fades out of people's memories. Yes, use tactics that work, but use them in ways that work for you. Marketing only works when tailored to the specific brand or creator. There is no point in trying to be someone else. Be creative. Be bold. Be you!