Emotional Marketing–In Action!

This was the post I’ve been dreading because now I have to put into practice what I learned. Way to put myself out there, huh?

So, I worked on a couple things to prepare for this post. One, I wrote my blurb for the Book That Will Never End–thinking positively, you know. Two, I played with some ad copy that I’ll use if, when I finally publish my book.

Now, I can’t guarantee that these are the most amazing things you’ve ever seen in your life, ‘kay? I’m just trying new stuff out to see what works and what doesn’t. (Now that I’ve got my self-conscious disclaimer out of the way …)

THE BLURB

I’ve been playing with this for a while, now. I have even more drafts in a notebook I can’t find. If I locate it, I’ll add those versions here too. If not, then I’ll just go with the couple drafts I have saved in my Scrivener file for the Book That Will Never End.

I wanted the blurb to be interesting and, in keeping with the theme, I wanted to see how I could incorporate emotion into the blurb too. I don’t know how well I succeeded on the emotion bit, but I do have something I think I like, thanks to help from my friend Em.

So, here’s an early version of the blurb:

Gwen Colburn’s past is eating her up and her present is all about survival. Her friends disappear, she loses her job, and she thinks the man who who murdered her sister is after her. The only bright spot in her life is charismatic megastar Neo Tucker and she can’t even trust his interest her. When an old friend ends up brutally murdered, Gwen finds solace in Neo’s arms.

(Okay, it’s incomplete. I didn’t know where to go after the last bit, probably because I wasn’t really keen on the last bit. Let’s consider this bad boy for a minute. Does it have emotion? I’m not sure it does. There are things a character could BE emotional about in there: loses her job, friends disappearing, etc… but there’s nothing really that shows anyone’s emotions.)

Here’s another version:

Gwen Colburn’s past is eating her up. Although she’s a talented mechanic, she’s barely scraping by and every time she thinks she’s ahead, something comes along to knock her down. Charismatic mega-star Neo Tucker wants her to believe he’s the answer to her problems, but Gwen knows good things always come at a price: people dying, Gwen’s friends disappearing, and a murderer from her past haunting her. Soon Neo is the only thing standing between her and Hell, but will he protect her or push her into the fire?

(Okay, this one is a little better, I think. Her past is eating her up. There must be guilt there. There’s the ‘protect her or push her’ thing, but that’s another thing that inspires emotion without really saying what emotion. Does that make sense? Maybe it doesn’t matter if there isn’t any direct mention of emotion. But it’s good to try, right?)

Here’s the one that’s closest to the one I like the best:

To get the good, you’ve got to pay. Mechanic Gwen Colburn knows this better than most, so when charismatic megastar Neo Tucker walks into her life, she’s doesn’t trust the glitter of admiration in his eyes or the sweet words on his lips. Soon, though, he’s the only good in her life as everything else crumbles around her.

(As Em pointed out, I use “into her life” and “in her life” which are so close as to be the same thing. Repetition isn’t a good thing in a blurb, unless you’re doing in deliberately for effect. I wasn’t, so I changed things around. In this one, too, there aren’t any explicitly detailed emotions. We see her being distrustful, which is interesting. Well, I think so. Let’s keep going.)

Here we go:

To get the good, you’ve got to pay.

Mechanic Gwen Colburn knows this better than most, so when charismatic megastar Neo Tucker walks into her life, she doesn’t trust the glitter of admiration in his eyes or the sweet words on his lips. It’s only when a demonic killer from her past begins to stalk her and the bodies pile up that she realizes he’s the only sane thing left for her to hold onto.

Rumors of supernatural murders have dogged Neo ever since he became famous but it wasn’t until he met Gwen that it mattered. She’s the one he’s been waiting for all his life and all he has to do is help her learn to trust him. Too bad someone close to him wants to make sure he never gets the chance to find out just how perfect she is. Will Gwen get the love she’s always wanted or will death catch her with its bloody claws?

(Now, I knew I needed something to end this thing on, but the overused question wasn’t it. Em called me on it, too, but I was tired and desperate at that point. I was feeling emotional even if I wasn’t getting that emotion into the blurb. :D)

Here’s what I settled on at last and I think I like it:

To get the good, you’ve got to pay.

Mechanic Gwen Colburn knows this better than most, so when charismatic megastar Neo Tucker walks into her life, she doesn’t trust the glitter of admiration in his eyes or the sweet words on his lips. It’s only when a demonic killer from her past begins to stalk her and the bodies pile up that she realizes he’s the only sane thing left for her to hold onto.

Rumors of supernatural murders have dogged Neo ever since he became famous but it wasn’t until he met Gwen that it mattered. She’s the one he’s been waiting for all his life and all he has to do is help her learn to trust him. Too bad someone close to him wants to make sure he never gets the chance to find out just how perfect she is.

Gwen and Neo must fight to get what they desire most. The only question is whether either of them will live long enough to enjoy it.

(Woo! Will they live long enough to enjoy it. Joy is an emotion, right? RIGHT? This blurb does a few things I like: it is sneaky without being obviously sneaky, it hints at the supernatural and the demonic, which is good since this is a book with monsters in it, and it does a pretty good job of prompting the question, “What happens next?” without overtly asking it. At least I think so.

THE AD COPY

Here’s something a little different. I created a few graphics to use when advertising the Book That Will Never End, but I hadn’t considered how to use the emotion of the story to inform the ad.

This exercise was hard. I don’t think in emotions, apparently. I focus on action and images more than emotions, so it was hard to come up with something that I thought fit. (I’m not including the link or the BUY ME NOW stuff. I forgot to play with that when I was working on wordage to go on graphics. I’ll share what I come up with for that next week.)

Idea 1:

She’s desperate for redemption and he’s just the man to help her find it. (This one kind of sets up the book as a romance and it’s not. Well, there’s romance in it, but it’s horror, so you know that can’t end well … or can it? Mwahahaha.)

Idea 2:

Gwen is a survivor, but life has a way of making even the strong weep. (What does this even mean? I don’t know that I would be intrigued enough to dig further. Mebbe, if there was an amazing graphic to go with it.)

Idea 3:

Sometimes the monsters wear beautiful smiles as they rip you apart … (What does THIS mean? It definitely shows the horror, but it’s not straight monster/slasher/bloody gore. It might inspire emotion–you know you’re supposed to fear the beautiful things, but I’m not sure I buy that it would poke people hard enough.)

Idea 4:

She’s broken. He is too. And the demon that shattered them isn’t finished with them yet… (This one would appeal to me if I were browsing in the store. There’s a demon! There’s angst! There’s a dude and a chick so there’s probably lurve … the only think I don’t like is the repeat of ‘them’. Hmm. It has potential, and I might let that one survive to live on in an ad … if I ever get my dang book finished.)

Idea 5:

Murder follows him, and now it stalks her too. He says he can protect her, but she can’t trust anyone and that might get her killed. (Hmm. There’s something not quite right about the “and that might get her killed.” but I’m not sure what yet. It has potential, especially with a cool graphic. I’ll have to play with this one. It really doesn’t have any emotion in it, just implied emotion. I’m still liking #4 best.)

Thoughts

When I went into this, I wanted to learn how to use emotion to market my books. I figured I would do a little research, do a little practice, and voila! All would be laid bare before me. Alas, that wasn’t the case. I’m still a little fuzzy on how to use emotion effectively in my marketing. I’m kind of lousy at analyzing stuff and that shows, huh? I know what works and what doesn’t work for me, but I am having trouble teasing the “how” and “why” out so I can replicate it. On a more positive note, I did learn a few things:

I learned that ad copy that inspires an emotional response is what I want.

I learned that it doesn’t have to have overt emotions in it: Gwen was sad and Neo was happy and things got really weird.

I learned that I need to work on my analyzing skills. If I’m going to be improving my marketing, writing, and reading/reviewing skills, then I need to figure out how to dissect my subjects and learn from them.

My goal for next week is to create some graphics to go with the ad copy I created. I’ll also rework the ideas I liked and put them to pictures, then I’ll share them so you can see what I made and weigh in if you want.

Until next time!

Jen

 

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