In 1992, Batman Returns hit theaters to an audience that had, to some extent, no idea what they were in for. This in part was due to the marketing put out at the time, both in content, and the lack there of.
The limited marketing till the last minute, decided by Robert G. Friedman, Warner’s president of worldwide theatrical advertising and publicity at the time*, was meant to build hype. Instead of promoting the movie’s plot, they sold merchandise in the form of toys, t-shirts, and Coke cans. This youth based marketing lead parents to believe that this would be a movie for children.
Then it hit theaters.
The cheerful toys put out by McDonald’s were a far cry from Tim Burton’s version of the Dark Knight, and many believe this caused him to lose his credibility for the next Batman film.
In many ways, because of the poor marketing done by higher ups and misleading the audience, Burton fell from grace in the eyes of the movie goers for a short time, and we wound up with Batman Forever and *shudder* Batman & Robin, both directed by Joel Schumacher.
So what does this have to do with your book?
Too many times, especially with independent and self published authors, bad marketing is done in one of two ways. Spamming social media to the point where followers lose interest, and/or lying to the audience.
Now, of course, this goes without saying that this isn’t what ALL independent authors do, this is just what I notice as a trend in those who don’t know how to marketing works.
Lying to your audience, in my opinion, is the worse of the two. While spamming is annoying, deceiving your audience for the sake of hype discredits you as a writer. If you say your book is a fun fantasy, with promotional products featuring flowers and singing birds, when really it’s a dark story filled with adult themes, the next time someone sees your name, they’re less likely to trust your book.
In Burton’s case, he didn’t have a say in marketing, as he was just the director, but he still suffered for the choices made by higher ups. This is another lesson you can take away from the Batman Returns debacle.
If you hire someone to do the marketing for you, know what they’re putting out.
Burton didn’t have a hand in how his movie was presented to the world, as he answered to Warner Brothers, but you, as an independent author, do. If you hire someone to create your cover, make a video, or do any promotional items for you, you have the right to say the product doesn’t convey the tone of your novel.
This is extremely important. The ability to chose how and what in a novel is put out to the world is why many people are leaning more toward independent publishing vs traditional. If you don’t exercise your right to veto ideas presented by people working for you, you can wind up in the Burton boat.
You should always be polite when working with others, but remember, you need to stand up for your work. Also know that you get what you pay for. Paying someone to design your cover for only $10 is great, however remember that they might not have the best quality product.
All in all, marketing is extremely important. It’s the business side to writing that some independent authors overlook all together, but this is crucial to your sales. Learn from Batman Returns and create a marketing campaign that’s an honest representation of your novel.