I'm in the process of trying to create something new for clients and boy did I boggle my own mind the other day. The experience reminded me of a phenomenon that happens frequently with authors and tech tools.

I set out to create a resource for clients within new software I purchased, and then I realized, "Oops, the software doesn't do that thing I want it to do." So brainstormed a workaround. And then that created another issue. And then I thought up another workaround. And on and on. Then suddenly, I couldn't make heads or tails of any of it.

I'd lost sight of my original concept because I was spending so much time just trying to figure out how to work within the software. The software had become the thing I was trying to bend my ideas around. And as a result, my ideas began to dissolve a bit and didn't work together anymore.

You know what it reminded me of? Social media.

I often see a similar problem with authors who are working on branding and marketing themselves online. They know that they need to be on social media so they get started...

They look for ideas about what to post and how to use a particular platform, let's say Instagram.

Then they see that Instagram prioritizes reels, carousels, or whatever the latest thing is. Then they hear that the algorithm is changing yet again. So they start adding more hashtags, or reels, or whatever, in order to adapt.

This is the same thing that I was doing with my software example.

Chicken, egg; egg, chicken. What?!

Funny thing is, I talk about this all the time with clients, or when I teach. And yet there I was, doing the same damn thing. LOL.

It's Not a Constraint

When it comes to creative ideas, we writers know the value of a good constraint. It can help us gather a bunch of ideas into a usable form that actually makes sense.

The problem is that whatever TOOL we're using--i.e. Instagram, Substack, what have you--we tend to look at it as if it's a constraint when in reality it's the opposite. I mean, sure there are constraints built into the tools (# of characters, length of reel, etc.), but they are not the constraint itself.

Therefore, we can't look to the tool to guide our actions or approach.

Goal -> Strategy -> Tools

So let's say your goal is to build a larger audience with better engagement on Instagram.

What's your strategy? Posting 3 reels a day? A mix of carousels, posts, and reels? NOPE. Dear reader, that is a task list, not a strategy.

Here's an example of a strategy to support that goal:

1. Understand your readers' psychographic profile (What do they want/desire? Maybe they want to know things that will help them connect with you as a person.)
2. Get clear on the unique value you and your work provide. (What's your unique approach, your shtick?)
3. Get clear on what kinds of things energize you AND are also of interest to your readers--not just other writers. (Maybe you might talk about character backstories, bts, research process, etc.?)
4. Understand where they want to see it (Where do they want to see it? In their Instagram feed or a story, or a reel? Email newsletter? Threads?)
5. How can you meet their desires? (If you know your reader craves a back story to your characters, how can you provide that? Is there more than one way?)
6. How often do you need to show up to grow? (Look at the stats but then think of your work and your reader and know that 30% or less of your followers will see a given post/reel on IG for instance)
7. How will you measure success? (DON'T just measure it in followers! Is it in a % of shares, likes, or saves? Is it in email newsletter sign-ups? Book sales? A combination of different things?)

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Do you see how it's only at steps 4, 6, and 7 where we care about the tool itself?

Marketers can give you all the tips and tricks in the world, but guess what? MOST of those tips are for people who already have the first 5 steps down pat.

Especially now, as attention is overtaxed and media burnout is real.

Good News: you are a writer. (wooo!) You already have a well of creativity that needs only the right combination of energy, strategy/constraints, tools, and time to help you connect better with your community/audience. (!!)

Give yourself permission to lay aside all of the shoulds and brainstorm the kinds of mini conversations you'd like to have with your readers. You'll be amazed by how many ideas will flow.

And then, and only then, go ahead and convert those ideas into some posts, reels, newsletters, or whatevers.

Don't get lost in the tools. I'll be over here recalibrating too. ;)

Announcing our April Speaker: Pauline Wiles!

Join us April 4th for author website expert, Pauline Wiles. Learn More & Register below.

$49.00 Get Google on Your Book Marketing Team Harnessing the forgotten power of search engine optimization for authors Thursday, April 4, 2024 @ 12pm (PST) Everyone... Read more Register Now

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Stay tuned, I have two more exciting announcements coming this month. :)

All the Best,

Andrea