Branding for Multi-Genre Writing
Since Jeannie’s been talking about branding the last few weeks, I’m chiming in with a post about branding for the multi-genre writer. She mentioned this briefly in her blog at RomanceUniversity.org but I thought I would expand on this particular aspect of the branding discussion just a little further.
So, are you the kind of writer that doesn’t want to be pegged down to a particular trope? Do you like to try one thing and then switch the next book on its ear and do something completely different?
If you’re a new writer starting to make a name for yourself, I’m going to tell you — Don’t.
Or at least, do it the right way.
A writer who waffles between genres (especially when he or she is just starting out) runs the risk of losing readers instead of building on the fledgling fan base. Unless you’re a 4-or-more books a year writer, willing to write under different pen names, the likelihood of this type of strategy working out for you in the long run is slim. There is good reasoning behind this, too.
Okay, let’s say that I write contemporary paranormal romances and my first book has done really well. (YAY!) I have readers telling me how much they enjoyed it and are looking forward to the next book. Wonderful, right? But what if the book I wrote after this one and sold to another publisher was a historical romance? Well, that’s an accomplishment too, and congratulations to me. But at the same time, those readers who really enjoyed a contemporary paranormal romance may not be interested in reading historical romances. Sure, the readers who had been looking for more from me might pick it up out of curiosity, or because they were hoping it would turn out to be similar to the other book, but more than likely there would be many of them who wouldn’t bother. Or those who did would be disappointed because there are very common style differences between the genres.
So now I’ve come out with two books, but my readership is divided. Those who had been waiting for another paranormal are still waiting, and it might take an extra long time before they see the next book–will they even remember me by then? Readers’ memories and patience levels can be short when there are so many other great reads to look forward to, from authors who are putting out books in their favourite genres much faster than I can by writing in different genres. Not to mention that those who had picked up the historical and enjoyed it will be in the same boat now, especially if my third book is going to be another paranormal (or even something different again)
So is there a way for me to write in multi-genres–the right way?
Yes!
I think that an author should always treat their writing like any other career–with careful planning and a strong marketing strategy. This means that you–along with your agent and/or editor–should come up with a viable plan ahead of time, to the greatest extent possible.
Start by picking a major genre–something that you think you’ll be able to write for at least 2-3 books. Yes, this is the hard knocks lesson. You’re not going to be able to jump from genre to genre willy-nilly. BUT, you can let your genres blend. That’s why you’re also going to pick a secondary genre. So, if you really do enjoy writing paranormal and historical romances, perhaps you will consider paranormal romances set in a historical time period. Or perhaps you’ll write three or four contemporary paranormals, but then explore the same world you’ve built these books around–in a new series based on their ancestors in the past.
In a tough market, it’s always best to do whatever we can to keep our readers’ attention. So however you decide to work in the writing of your different genres, the idea is to keep them connected in some way in order to give your readers a visible and natural link to the next books.
So what do you think? Multi-genre writing, or staying true to one path in order to build a strong brand?
J.K. Coi
www.jkcoi.com
Great topic, J.K.! I’ve always described myself as a cross-genre writer. I finally found a tag line that fits what I write: Romance with magic and mystery. Luckily, my fans (the few I have at the moment! LOL) have been with me for awhile and as I describe upcoming projects–whether the contemporary short story, the paranormal vampire romance, or the Steampunk romance–they’re happy to cruise along with me. I know how fortunate I am that they do!
I know a lot of “big” writers who are diversifying now and their fans are dividing into genre camps. I think you’re right about new writers establishing what expectations might be from the get-go.
Thanks for posting this, J.K. For the same reasons you list here, I’ve shelved my fantasy idea until I’m much better known in the contemporary romance idea. Even then, I may have to consider a separate pen name.
A terrific continuation of this topic.
I think anyone who chooses the multi-genre path has a longer, more difficult road ahead, especially within genre, commercial fiction. From a branding perspective, it’s more difficult.
From a readership perspective, as you said, it will take longer. People read different genres for different reasons, so as a new writer, you’re working on ultimately, simultaneous careers — whether you brand under one name or not. Branding multi-genres under one name is a tougher road, IMO. While someone may enjoy historicals, they may not like paranormal or contemporary or fantasy or whatever else you write. It makes it that much harder to hit someone’s “auto-buy” list.
Setting yourself up as a multi-genre writer from the start is something you should brand immediately. Even if you focus on 2-3 books in one genre (which I agree with), let your readers know that a change will come at some point. Make the promise upfront, and they won’t feel let down.
That’s an interesting comment about letting the readers know up front that you’ll be dabbling in multiple genres. I’ll have to give that some thought.
I think the issue is that you need a number of books to satisfy a fan. You don’t really build a fanbase until you’ve got 3-4 books for that group of people. If you’re going to write in several genres, then you have to have several of each kind of book just to get started.
The authors that have done this successfully have been prolific, and also have been persistent – writing a lot over a long period of time.
What I’d like to know is how to brand and promote books that don’t fit in a current category. Books that cross-genres in ways that don’t have a current sub-category. I like your suggestion of establishing some cred in one of the base genres, and then easing into another.
Hey Camille — What do you mean how to brand books that don’t fit in a current category? You mean a book that isn’t definable within an existing genre? Or a book that touches on more than one category, but saying it’s a historical paranormal medical suspense thriller is too long?
Just want to get an idea what info you’re looking for, and I’ll try to get some answers and input for you in an upcoming blog.
I am thinking about both, actually. When my imagination goes off the rails, I tend to write things that are not definable, but are inspired by several genres. Sometimes dead genres. Sometimes I think it’s low-brow literary.
When I write these, I don’t even consider writing them for regular publishers. I only market my more easily definable stuff to agents, magazines and publishers. But now that ebook publishing has made small press and self-publishing really viable, I am self-publishing some of this work. Which leads to the problem of marketing and blurbs and covers.
In terms of branding, these oddball stories do fit well in tone and the kind of humor and characters I write in more standard work.
For mainstream and literary, the style and oddities of a particular author often ARE the brand – at least until there is enough other work to lump it together. (Chick lit didn’t exist until there were enough of that same tone to break it apart from the bigger category of “Women’s Fiction.”)
In some ways my question is more commentary and philosophical than something that needs a pat answer. And it’s probably of interest to main
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