One of the things that drives me crazy about the publishing business is that as writers and editors we strive to be clear, concise, and avoid clichés and hackneyed phrases. Yet, when it comes time to market books, many people including some very talented writers and editors will fall back on some very tired and overused phrases to describe the process. One phrase in particular that sets my teeth on edge every time I hear it is “building buzz.”
The idea here is that when a new book comes out, an author should make a concerted effort to get word out about the book. Because there are only so many people an author can interact with personally, the author wants to encourage others to talk and write about their book. And just to be clear, this is a good thing and authors absolutely need to do this. My problem is with the hackneyed phrase used to describe this activity.
My first problem with the phrase is that it sounds horribly egotistical. It’s like what you’ve written is so totally amazing that everyone is going to drop what they’re doing and talk incessantly about it until it becomes a drone, like the buzzing of bees. Let’s be real, no one has ever written a book that’s set people talking that much before they even read them. The closest I can think of are the Harry Potter novels. Of course, these books were discovered, read, recommended and discussed enough that they became best sellers, then had movies made of them, and remain popular years after they were written.
“Buzz” is earned through engaging writing. It’s not something manipulated and built artificially after the book has gone to press. People talked and wrote about the Harry Potter books because they liked them, not because J.K. Rowling, Scholastic Publishing, or some marketing company told them to talk about them. The buzz happened because the books touched the imagination of the audience.
What’s more, I think clichés like “building buzz” do a disservice to writers and publishers trying to navigate the complicated and ever-changing world of book marketing. It lends credence to the notion that there’s some magical recipe that will make your book so successful that everyone talks about it. If you didn’t successfully “build buzz” with your first attempts, you’ve failed and you should stop trying. As I implied earlier, the hard work of “building buzz” happens when you write the book and create something people want to read. Once the book is out, your job is to find creative ways to tell people about your book without droning on like the buzz of a bee.
When your book comes out, do tell people it exists. Tell them what it’s about in concise, clear words. Find creative ways to get that message out. Talk to other writers and find out what worked for them. Those almost certainly include such things as newsletters, blog posts, sending out free copies to reviewers, book trailers, social networking, bookmarks, and lots more. That said, don’t limit yourself to those things people have told you work. Don’t be afraid to think outside the box and try new things. This is not a recipe. It’s a process.
Finally, if I ever use the phrase “building buzz” as a shorthand for getting the word out about your books or mine, you’re more than welcome to call me on it!