3 Tips For World-Building with Maram Taibah

Mindy:             Today's guest is Maram Taibah, a fantasy writer born in Montreal, Canada. She was raised in Saudi Arabia, which at times was the most unimaginative place. This pushed her to escape into books at a very early age and from there into the craft of storytelling. Her most recent publication is the children's steam punk book, Weathernose. Maram is not only a fiction writer, but also a screenwriter and filmmaker. In 2014 she made her first short film Munkeer, and in 2016 Don't Go Too Far, both of which were screened at the Canne's short film corner. Maram joined me today to talk about how screenwriting can help you become a more concise novelist.

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Mindy:             You are a writer as well as a film maker. I am someone who offers editorial services and one of the things that I often see aspiring writers trying too hard to do is control the visual. So in other words, they go overboard with their descriptions or my biggest pet peeve, they control character movement to an unnecessary degree. They will say someone reaches with their left hand or they raised their right eyebrow. They just really want to make sure that the reader is seeing exactly the visual that the author has in their head. It's a movie in their head, which I totally sympathize with. That's how it happens for me. They want the reader to see what they see. But this leads in my opinion as an editor to overwriting. So how does your film making work inform your authorial journey?

Maram:            I totally get what you're talking about, about like finding the balance between over, describing, under describing. So it's a bit of a dance that you have to master over time. Because of my screenwriting work where you're, you're supposed to be more succinct with your description. You're not supposed to be describing the details too much. The writing happens a lot faster and you have to find shortcuts to describing things. So that kind of sometimes carries over to my fiction writing. And I've recently gotten feedback about my current work that I under described in areas. I would say for authors who are just starting is just describe as much as you can and then pare it down.

Maram:            Find ways to be more succinct. Find the details that are not useful like right eyebrow, left arm, and then trim those out. I think it's really just a matter of allowing it to happen and then paring it down. If you're an over describer, if you're an under describer, it's, I think it's a matter of sitting with it, grounding with it a little bit more, in order to let the details come out, come through your writing.

Mindy:             Especially with screenwriting, which I do not do, but I have many friends that do. I know that it is much more succinct. It is very much bare bones, but that is so the actor and the director have room for their interpretation and they're able to bring their visuals and their voice to the character or to the movie. And I feel that way about the reader as well. As a young person whenever I was reading a book, I would cast, for lack of a better word, my own friends or enemies or the person I had a crush on as the love interest. And that helped pull me into the book. I'm probably guilty of under describing, but I'm okay with that because I want my reader to be able to visualize the characters as themselves, as their friends, as their enemies, as the actor or actress of their choice. I want them to have that control. I'm very much a disciple of the death of the author. I want, I'm giving you this story. It's yours now. You're going to interpret it as you will and bring life to it in your mind. That's how I feel about it. So I think that, uh, that part of the writing experience and the screenwriting experience is probably somewhat similar, right?

Maram:            The beautiful thing about screenwriting is that if you're somebody who has trouble plotting, if you're writing fiction and you have trouble plotting and you have trouble grounding yourself in action as opposed to just describing the world or describing the characters going about their day, some people get stuck in, in no drama, and they have difficulty creating the drama, creating the change.

Maram:            Screenwriting actually helps you to do that because you don't get to describe stuff. And the only place where you have so much control is the action. With screenwriting, the script it's a page per minute, right? So every page is almost about a minute of footage. When you're writing a screenplay, you really are working through the timing of the film and so when it comes to describing screenwriting really helps. If you're an over describer, it helps you to just get on with it. So I would, I would advise writers who, even if you don't want to be a filmmaker, even if you don't want to be in Hollywood, just to learn screenwriting as a tool that helps you to really get into the story.

Mindy:             I think that's great advice because what you're talking about now is another thing that is very difficult to get a grasp of if you're a new writer, that is pacing. And I often see again as an editor, so many people working on that buildup that pay off moment doesn't come until page 50 or 65 and your readers aren't going to stay with you that long. If you're working too hard to build up until you give them something, they're probably not going to stay with you because there are, I don't even know, an untold number of books in the world. Somebody else might give them action or plot direction a little sooner and they might put you down to go find someone else that might be a little more entertaining, for lack of a better word. So I think it's really interesting you're talking about a page a minute in screenwriting. I would think that doing or practicing screenwriting, even if you have no intention of going into development or trying to have someone pick up the script, be really good to teach you pacing as well.

Maram:            Absolutely, yes. Um, a personal experience of mine was that I've always been a fiction writer ever since I was a child and I always got stuck in the first few chapters of a novel because I didn't know how to move the story forward. I was still shying away from the concept of drama, of creating drama, of creating an inciting incident of giving the character any forward action. And I was getting stuck in that place of like just starting out to describe the world and then, okay, well what next? So when I took a screenwriting course for the first time I did it online and I wrote my first screenplay, I just breezed through it. It was the most intense, most rewarding experiences I've ever had. It taught me a lot about storytelling and I carried that learning with me into fiction.

Mindy:             Well, since you brought up carrying that learning into your fiction, when you are hopping in between projects, if you're working on a novel, if you're working on a screenplay are you putting on different hats, or are you just using the same toolbox but approaching it like you're working in a different room?

Maram:            No, definitely. It's, it's two different hats. With a screenplay, the story arc, the way it works in a film is a little bit different than it does in fiction. And also when you're writing a screenplay, you are using visual language. So, uh, you have to learn the poetics of film. You have to learn the importance of objects and how they, they can tell a story without you saying anything. There's a lot of tools that you use in film that you don't necessarily need in fiction because in fiction you can just come right out and say it. You can just come right out and tell me what the character is thinking. You can come right out and tell me what they're feeling. Whereas with film, you have to symbolize that visually so that I can read between the lines. So they are two different hats.

Maram:            There are so many similarities. It's a different approach. It's also a different timeframe. When you're writing fiction, you are going through the experience and it could take a while. It takes a long time for your character to flower to open up for you to understand what their path is and where they're headed. Whereas with film, it's snap, snap, snap. It's much faster.

Mindy:             One of the things that I think of often when I'm talking within visual arts, you know, they say that a picture's worth a thousand words and it's true. It means to me that you're talking about pacing and what that means to me in terms of pacing is that you can use this visual, this symbol or this color or whatever. Even the lighting, there's so many elements that are going to come into the visual that you're creating that an author has to do like three pages of writing, which you do not want.

Mindy:             Like that is not a good choice, but an author has to do that in order to create just one visual. I think an interesting exercise is just to take like a screen grab from a film where the character has an expression on their face or the the environment is incredibly important. Or even just take a piece of artwork and describe everything that you can about it and also set the mood, set the tone right, whatever this makes you feel when you're looking at it and try to write that and you could probably write 10 to 15 pages before you had scratched the surface of how this visual makes you feel.

Maram:            To layer that exercise, I often advise writers, who are starting out to use music. So if I have a new project, I have new story that I want to tell, one of the steps that I usually take before actually sit down and write is I compile, I would curate a soundtrack, so I would collect all the bits of music out there. Usually just instrumental stuff. A lot of times I grabbed music from films that really invokes the place. It invokes the feeling of the place that I'm writing and invokes the emotions of the story. It invokes the ambience. So I would curate that and that's a very fun process. But then when I sit down and write and I use that music, it becomes a a trigger for emotions, for sensations of what I'm writing about. Not just that, but the more often you do it and use the same music, it becomes a like a mental trigger, right? So it'll invoke it much faster and it, and it just arrives. You just arrive in that place. That works for me and I found that it's useful for writers are starting out.

Mindy:             Yes, I do. The same. I think it's a great exercise. I don't know if I've mentioned it on the podcast here before, but I don't use music simply because I write very quickly. So if when I'm drafting, when I'm editing it's much slower. But I don't use music simply because I might be writing a scene that has a particular feeling and then I'm skipping to the next one where the mood has changed or the narrator has changed. So I don't use music because my own moods aren't going to be that fickle. If I'm immersed in something I won't be changing. Well what I use is white noise, so I will just listen to white noise and that has been an excellent trigger for me that when I hear it, I know it's time to work. My brain says, okay, time to work. And also it is wonderful for writers that are on the move. So I'm traveling often and if I am on an airplane, if I am in an airport, if I am in a car, I can turn on my white noise and for one thing it drowns out any distractions. But also my brain is like, Oh, okay, we're working, so the trigger is the noise. It's not I have to be in my office or I have to have this smell or I need my cat. Like none of that is the trigger. It's something that's portable so that I can work when I'm not at home.

Maram:            I relate to that. It's, it's the regularity of it that gets your juices flowing. I like to think of the creative cycle as the way I think about the cycle of nature, so it's really not something that you can necessarily control 100% but you can help it along.

Mindy:             I like the idea of that using nature as a parallel because it is, I mean hopefully your creative process is organic and it's not something you were forcing, but I will say there are times when you do have to force it, so if your listeners out there are forcing it, don't worry, you're not doing it wrong. You mentioned the screenwriting and you that you took a class online. For my listeners. Is there somewhere you would suggest them going or enrolling or a class they would take?

Maram:            I highly recommend Gotham Writing Institute in New York. They have amazing online classes in so many different genres of writing. They have romance, they have comedy, they have screen writing, you have fiction fiction one, fiction two. Ah, they have children's book writing and it's a 10 week class that is affordable and you learn so much.

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Maram:            Coming up. Three tips for world building.

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Mindy:             One of your areas of expertise is world building, especially in fantasy realms. Fantasy and SciFi are the hardest genres in my experience, as the writer carries the onus of not only telling a story, but physically describing an entire planet, culture, political hot points, religions, socioeconomic , basically everything you don't have to explain, if you're putting something in a contemporary setting that the reader is familiar with. And you've got to make it interesting without info dumping. So I know that world-building is one of the areas that you really good at. So if you would like to share some of your tips, I'm sure that my genre writers would love to hear them.

Maram:            Sure, absolutely. You're right about there being an extra quote unquote burden on a fantasy writer, a SciFi writer, or even a steam punk writer because you are creating something that doesn't exist and you're not working with your own world, your own life experience. You are creating something that is out of this world. But here's the thing. I have three tips for world-building today. One of them is grounding. So the reason that good world-building works is that it reminds us of earth in some way. One of the things that some authors or writers who are just starting out try to do is that they try to break too many rules and they try to to recreate in such a way that they want to rewrite everything, create stuff that is too to outside of our planet. I worked with a writer who was just starting out as well and she, she's a beautiful writer. Her style is so poetic, so lyrical. The world that she was building was so extravagantly beautiful and I really appreciate how unique it was, but the thing that got that threw me off the rails while I was reading it was that I couldn't relate to the characters and I couldn't relate to that world because it was too, she was trying too hard to recreate something that doesn't exist.

Maram:            Okay. Your sky is pink. Things that people eat in your world are so weird and so fantastic or there's no rule book for the way to people talk in her world, everything, every single aspect of that world. She was trying to break the rule for. And my advice to her was, well, you've got to ground it in earth a little bit just so that I can step into it. Just so I can use what I know and step into your world. Just so that I can use what I know and relate to your character. So yes, your sky can be pink, but there has to be night and day, right? There has to be some layering that you use to ground your story with in a way that is earth-like, so yeah, get creative, change the roles, but always ground back to earth so that we can relate.

Maram:            The other thing is that has to be some kind of metronome. In the wildest fantasy worlds out there. Um, I'm thinking like Narnia. I'm thinking like Brian Jacques, Redwall series. I don't know if you're familiar with that, but yeah, his characters are mice and foxes and moles and you know, animals, rodents. There's a metronome, there's a night and day, lunch, dinner, supper, breakfast. There are things that are recognizable. There's, there's a regularity that we, we know from our human lives. So that's what I mean by metronome. When I was writing my, my recent book, which I published in August, it's called Weathernose, it's a steam punk children's steam punk book. It's set in a universe called the Cerulean Universe and that universe, there's an Island called Lynette and I when I created that space as a blend between sort of Mediterranean culture and like far Eastern islands.

Maram:            That's how I saw the landscape. But in that book, like in that world, people do get up in the morning, they go to work, they make money, they have breakfast, lunch and dinner. There's a bookstore, there are boats, you know, it's very similar to earth even though there's a lot of it that is fantastical. So that's what I mean by grounding.

Mindy:             You're absolutely right about grounding. One of the things that I use myself when I was writing my fantasy series, the first one in particular, Given to the Sea, I had an area of this Island continent where the trees were actually dangerous. The leaves are the serrated leaves that you'll see on trees and serrated leaves exist in our world. I hike a lot and sometimes if the person in front of you is holding a branch back for you, they let it go. Usually they wait to make sure you've got a hold of it before, you know, it comes back and hits you in the face.

Mindy:             Sometimes they don't. I've been hit in the face with a few branches in my life and when that happens, it hurts just because the branch has smacked you in the face. But I got to thinking one day as I was hiking about serrated leaves. We say serrated and to us, usually you think of a knife, but leaves can be serrated. They don't hurt you because they're leaves, but automatically I'm like, wait, what if they did? So I created this part of the Island where the leaves are sharp as blades. So if you're walking through this part of the forest and it's fall and leaves are falling, you could die because they're just slicing you open as you walk. And then I just take it a little step further. It's like, okay, so you got sliced like down to the bone and you're bleeding all over the place. Your blood is soaking into the ground. Trees drink water up out of the ground. So everything in nature has a reason for doing what it does. You were talking about the cycle of nature earlier and I'm like, Oh, okay. So the tree has a serrated leaf. It's actually a carnivore. It cuts you, you bleed, it drinks the blood, and then it grows. And then I'm like, okay, cool. This is a neat forest. Right? And I build all those things just off an idea of a tree and we know what a tree is. We know that serrated leaves exist, we know that trees drink water. So we've created something fantastical out of something very familiar.

Maram:            That's fascinating.

Mindy:             I think another thing that I do personally, when I am looking at fantasy, if you're using, and this is of course you do have to have some idea of measurements in their world because especially if they're traveling. I usually don't say miles or meters or anything like that because that's a measuring system on earth. But you can say, well, it's like two days ride or five days walk or whatever. You still have day, you still have night just like you were saying. But I usually try to have a different type of measurement system simply because as soon as you say inches or feet or hours or minutes, I'm immediately like, Oh yeah, well that's how I talk. That's something I use here. So something similar, something like you said, there's a sun, you can use the movement of the sun that tells time. That's what we're doing when we're using our minutes and hours. We just don't think of it that way anymore.

Maram:            Right. If you look at all the fantasy out there, like Lord of the Rings, Star Wars, I have a lot to say about Star Wars in a bit, but if you look at them, they come from earth. With the Perdane Chronicles, I believe the author was American, but he was inspired by ancient Welsh culture. And that was where the story was grounded in. And a lot of the naming, I'm going to be talking about naming in a bit. A lot of the naming comes from ancient Wales. You're not being unoriginal by allowing yourself to be inspired by what is on earth.

Maram:            So the next thing I wanted to talk about with naming, the only reason I chose this aspect of world building, because find it very fascinating when authors have such a strong system for naming their characters. And I'm going to talk about Star Wars. So if you look at star Wars and you think about the names, there's Qui Gon Jin there's Obi wan Kenobi, there's Padme, there's Luke Skywalker, Han Solo. There's a sort of homogenous, a uniformity to the sounds of those names.

Maram:            It's a craft. And very often names in fantasy will be inspired by a specific culture. So if you think about the names in Star Wars, they kind of sound a little bit like names in Asian cultures, right? Because of the way the syllables. And like I said with the Perdane Chronicles, the author was inspired by Welsh culture. One thing you could do when you're naming, when you're figuring out the naming system for your characters is to decide on a culture that is similar to the world that you're building, right? And then you could write down a list of words that you like from that language. It doesn't matter what they mean, just the sound of those words. Put them down in a list, and then play around with the syllables and mix them up and find out what names you could come up with. That's a really fun way to come up with names that are homogenous and that have a culture of their own.

Maram:            Don't be afraid to just let your intuition form you as well. This doesn't have to be a cerebral process all the time. Sometimes, names will just come up for you naturally, organically, and they will sound homogenous if you're open to it. So Weathernose, which is about a, uh, old fashioned weatherman who wakes up one day to find that his career's being sabotaged because of 10 year old girl invented a machine that can predict the weather. And so he goes after her. He tries to destroy her, but he's always challenged and outsmarted by her cause she's a prodigy. So his name, the lead character, the weatherman, his name is Tart Morning and that was a very intuitive name that just came to me later on. In retrospect when I, when I think about my process, like why did I mean him Tart? It's kind of a ridiculous name for a middle aged man to have, you know it's a dessert.

Maram:            That was his name and I went with it because it sounded like him. And then the prodigy, who is his nemesis in this story, the little girl, her name is Cyprus Corcal. That again was also a very intuitive name that just came to me. But if you think about them, they essentially borrow sounds from the English language with a little bit of an exotic twist. Another character in this world, who doesn't appear in the book, but he does exist in that universe. His name is Mammoth Bipcap, but if you listen to the word Bipcap, the syllables have an English feel. I don't think you'd find anyone in like say the UK or the U S who has the name Bipcap. I doubt it. It belongs to that kind of culture.

Mindy:             You want your reader be able to see later on if they come across the character and the name is introduced to them. Once you have built the world, hopefully if you're doing a good job of making the different cultures homogenous, they can hear the name and automatically be like, Oh, that person is probably from this planet or from this culture and you, it's your job of course to do that building.

Maram:            And one other fun tip that I could offer, go on Google and look for name generators. There are some pretty cool websites. What I used to do when I first started out writing fantasy is I'd look up names and name generators on Google and then I would play with the syllables in those names to make them my own. And then another thing you could do is to really look at the fantasy that you love reading and kind of study it, study it for the homogenous quality that it contains, and see how you could recreate that.

Mindy:             And what's your third tip then for world-building?

Maram:            The third tip is about rules. So when you're creating a world, you’ve got to think about the rules. What are the rules that govern your world? You're obviously not going to go in there and recite those rules to your readers, but you have to know them and then they can naturally or organically show up in your story. So if you know the rules well, it will show through the writing. Things you can think about re culture. So in the world that you're creating, what is the music like? Uh, is there literature that people follow? Is there etiquette in your world? What is the politics like there? What's against the law? Are there any superstitions? How do the laws of physics operate there? If there's magic, what is possible, what isn't? And then you've got to think about the people who populate your world.

Maram:            How do they speak? What is acceptable in their culture and what isn't? And does your character maybe break those rules? Right? Is there a social hierarchy also? Is there some sort of prejudice? If you want to take the Harry Potter world, for example, there is prejudice against mudbloods. All of these things also borrow from earth, right? So we have these prejudices in one way or another, we have these hierarchies, we have rules, we have politics. And it has to be the same in your world as well.

Mindy:             Absolutely. And those rules are so important. And that's one of the things that as an author you began to notice and bring a critical eye to other books and to TV and film. And for me that's one of the biggest sins is when you break your own rules of the world that you gave me. So the best example I have for that is, and I used to watch it all the time and I don't anymore, but The Walking Dead in season one smell was a big deal. If you could cover yourself with corpses and corpse blood and smell like you were rotting, zombies would leave you alone because they thought you were a zombie. They couldn't smell you. So therefore they couldn't find you. Suddenly in season two, there's a scene where there's a whole hoard of zombies coming down the road and all the characters are underneath cars and they're not being bothered. It's they're being quiet and they're out of their visual plane and so they're safe. And I'm sitting there and I'm like, no, you told me in season one that they smell you. So these people are laying here underneath these cars and they're perfectly safe if they're quiet and out of sight. And I'm like, Nope, that's not what you told me. You told me it's the smell. So that's one of the things that I am just super critical of very often is just making sure that you're not breaking your own rules or if you are that there's a very good reason. And you explain why.

Maram:            Right. Right. In my book, Weathernose, for example, because it's a steampunk book, the focus in the story is invention. So that world is really built on innovation. It's innovation is valued and that is why Cyprus, the little prodigy is celebrated as a child and she's given free license to basically do anything she wants simply because she can invent. That's an aspect of the world. That's a characteristic of the world that I built. Is it healthy for a child to get to do anything she wants? No, but that's the way it works in this world.

Maram:            But then again also children bully each other in this world. Adults fear change. People need jobs to survive, so it is the same as earth. It's just a great way to kind of, when you're writing, pinpoint what are the drivers? What is the driving force in this story, in this world that you're building? For me it's innovation and invention. What are the rules? What are the do's and don'ts? What is something that you're going to stick by? Like you said with the zombie story, you gave the reader or the viewer a function of that world and then you went and broke that rule and that creates a incongruency for the viewer. So you just have to be consistent. You have to decide what it is and be consistent with it.

Mindy:             Why don't you go ahead and tell me where listeners can find you online and find your work?

Maram:            Yeah, well I have a Instagram account so you can find me at Maram Taibah Author. You can find my book Weathernose on Amazon, both as an ebook and paperback. You can also subscribe to my newsletter, which you will find at and you will be receiving a lot of updates about my book. I also am creating content right now. Visual content sketches, memes, um, stuff that the characters are creating in their own worlds and you get those exclusively in my newsletter.

Rebecca Syme On Using Your Strengths to Write Better, Faster

Mindy:                         Today's guest is Rebecca Syme, creator of the Better, Faster Academy, producer of the Quit Cast for writers as well as being an author herself. Rebecca joined me today to talk about how knowing your personality strengths can help you be a more productive writer.

Ad:                 Don't miss Day Zero - the exhilarating new novel from Kelly deVos, featuring a fierce, bold heroine who will fight for her family and do whatever it takes to survive. Fans of Susan Beth Pfeffer's Life As We Knew It series and Rick Yancey's The 5th Wave series will cheer for this fast-paced, near-future thrill ride. Day Zero by Kelly DeVos.

Mindy:                         You are the creator of the Better, Faster Academy an education and coaching approach designed to help writers form their own personalized strategies and processes to write better, faster instead of adopting what works for someone else. So we all know that there's no right way to write a book, but there is the challenge of finding your way. So can you tell us a little bit about how your program helps each writer discover what that is?

Becca:                          We use a combination of personality metrics, metrics of graphing yourself on different continuums and how you fall, not as a way of predicting what your personality is or anything like that. I'm not a fan of labeling people as only one thing. But when it comes to certain behaviors, like for instance, um, should you outline to get faster or actually a better way of saying that is if I outlined will it help me to get faster because it won't actually help everyone to write faster if they outline. And then how do you tell whether or not you are one of those people? And so my goal is to take recognized patterns of success with writers and to apply that to an individual person and to say, well, if it's not working for you, and then we ask a bunch of questions, all the why's, right? And so what we're trying to do is align the individual writer with what is potentially successful for them. How do they know if it'll be successful? And so it's a very objective to subjective process, I guess, if that makes sense. And it's almost completely unique to everybody.

Mindy:                         Interesting. What's the first step that you do with someone if they come to you

Becca:                          I always encourage people to come through the class first, uh, to come into Write Better Faster. Cause there's some big picture stuff that we have to talk about first, right? Cause there's good news and bad news. Not everything is possible for everyone and we kind of have to have that conversation first. What are your goals? What are your pain points? And that's kind of where we start from. What are you struggling with and what are you hoping to get that you're not getting? And then that's kinda how we focus the time in the class. Each class has coaching as a part of it. So, um, we always want to start with who the writer is, what do they want and what are they not getting that they want?

Mindy:                         And one of the things that I saw on your website is that you're being very clear that this is not a magic bullet. Uh, I think we all know there's no magic bullet for anything in life, but writing in particular is slippery.

Becca:                          A lot of us want to get faster, for instance. And so there are a lot of techniques out there that are touted as being the magic bullet for how to get faster. Outlining ahead before you write is one of them. And dictation is another one. And yet there are scores of really successful people who are writing at a speed that they are happy with that don't use those because they don't work for them. And so then my goal is to try and figure out why isn't it working and how can we find something that'll address your specific issues.

Mindy:                         And when you say faster is that metric different for every writer, like some writers are writing, like I produce a book a year. I've had years where I've written two and that's pretty fast for most traditionally published writers. So when you say faster, is that just coming from the place where the author says, I'd like to write, you know, faster than I already do? Not necessarily as fast as Mindy.

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Becca:                          Yes. Yes, exactly. And especially when their metric of faster is not coming from themselves. Like so a lot of people come into the class with a specific number of books that they want to write because they think that it should be possible to do that because everybody does it. Quote unquote, right? Like I'm using air quotes there. Like, everyone should be capable of writing 12 books a year, but should they realistically? That's not possible for most people. And it's not that I'm telling people you can't follow your dreams. It's if you're not capable of doing something, why are you shooting for it? Because all you're going to do is be frustrated by the experience. And what I found is that if people can set the expectations for themselves based on what they're capable of, and then we can get them faster than what they're currently doing. But they don't always know what that is because they're often taking their cues from the people around them instead of from themselves.

Mindy:                         And that's, that's exactly where I think people get tripped up because people ask me all the time when I'm doing a writing class, if I'm teaching or when I'm talking to kids, how much do you write a day? And I tell them, I don't necessarily break it down by time. I write... When I'm drafting, I'm not necessarily always drafting. When I'm drafting, I'm writing a thousand words a day. That's always my goal. And I can usually crack out a thousand words in about an hour and a half, two hours and pretty good words because I smooth out as I go. And then sometimes they're super intimidated by that or it goes the other way. They're not impressed at all. But either way it's like, well this is what, and I tell them, this is what works for me. I write at this rate and I generally can write a novel in about three months, working at that, at that rate. And that's a first draft. I always tell them, you know,. But as a first draft, I tend to draft pretty cleanly now that I've been doing this long enough. But that's me. I just had Tracy Chevalier on the podcast last month and she puts out a book like every three, four years. And that's what works for her cause she's writing very in depth, historical fiction. There's so much research involved and I think a lot of aspiring writers see authors like James Patterson for example, that just have books falling off the shelves every month and they think that is their picture of success. That's what I need to be able to do.

Becca:                          That's a good point too is that there are also what you value about your books is different from other people sort of metric, right? So if you value a very deeply researched well thought out deep book, it is not possible to get that product in the amount of time that it takes to quote unquote dash off books. Right? Like it's just not possible and nobody wants to hear that or I would actually - that's not true. I do find that people are fairly happy to hear that when what they want is more of the Tracy Chevalier type of book. They're happy to hear, I don't have to do it the way everybody else does it, but they don't often hear that. What they hear is I should be doing this, I should be doing that. And you know, how do I get there?

Mindy:                         I think it's a good point to bring up because to bring another name into it, Donna Tartt brings out a book like every seven to 10 years. Well I, you know, you forgot she existed, but then it's just like, Oh wow. You know, it, it's an amazing book and you know, it is very much your personal metric when it comes to the better part of it. When you say write better, faster, it's not just about writing faster, it is also about improving and doing both hand in hand. So what's your approach to that with an individual? How are they learning those skills simultaneously?

Becca:                          We use a psychometric, a success metric. It's called the Gallup StrengthsFinder. I think they changed the name. It's Clifton strengths. Um, if you've heard of it, heard of it recently. Um, it's been around for a few decades now and it is specifically designed to help people understand patterns of success, like psychological success patterns. And so we use that. And for me, better, faster is hyphenated because if you are getting better at something, you should also be getting more efficient at it. So it's not just better and faster. It's literally as you improve, you know, like you talked about with your writing, you get better faster just because you do it more and more. And when you have a talent in that area, you learn how not to make those mistakes anymore. And so we're using this, um, how are you particularly wired for success and then how can we use that knowledge to make your books more appealing to readers or, or to make your marketing approach better or to make you craft narrative better? Like it depends on, again, it's very individualized. So it depends on what the writer is after. But we're always looking at how you stand out, how can you potentially be stronger.

Mindy:                         And it is true. As with any skill, you get better at it, you'll get faster at it. I always think of dribbling, just like in basketball, dribbling is a skill and if you get better, you get faster. And if you do it every day, it's what I always tell people, no matter what stage they are at with writing, there is the advice to write every day, which I don't personally like because of the fact that I think people hear that and they think, well I can't write every day. I have kids, I have a full time job. I don't want to write every day and therefore I am not a writer. I've never enjoyed that advice for that reason. So I tell people, no, you don't have to write every day, but just like anything else, if you do, you'll get better at it. You know, the more you practice something, anything, the better that you get at it. And faster too.

Mindy:                         You are also the author of three different books in the Quit Books for writers series titled, Dear Writer, You Need to Quit. Dear Writer, Are You in Burnout? And Dear Writer, You're Doing it Wrong. So tell us a little bit about these books because I love the titles. I love the drive. I love what you're doing with these because they're not, of course, you're not saying you need to quit writing. You're talking about the things that you need to quit doing in your writing world. So if you could talk a little bit about what the different focuses of each of these books are and what writers can expect to learn from them.

Becca:                          Yeah, the burnout book was a very specific targeted message because I had done a podcast series on burnout that had sort of gone viral. I realized when I was doing it it, it's such a huge topic for people in general right now. Just burnout is a big topic in the larger society, but specifically with writers, you know, the faster the industry moves, the more writers feel like they have to keep up with it. And so I kind of wrote that book specifically for that topic. Like it's only about burnout, but the other two, the Dear Writer, You Need to Quit, and Dear Writer, You're Doing it Wrong, are about subconscious processes that happen in our brains that control the decisions that we make. And how do you master those processes? Like how do you become more aware of them? How do they affect your decision making?

Becca:                          And that's really the focus of the second book. Dear Writer, You're Doing it Wrong. And the first book is, look, there's all this stuff that we're doing that comes from the expectations of other people and we need to quit doing it. So things like quit fixing your weaknesses. I'm a strengths person. I think the research is there and success metrics that if you focus on your strengths, you're gonna be more successful than if you try to fix all your weaknesses. And so there's a chapter on that. There's a chapter on quit expecting it to be easy. What do you need to quit doing in order to have a better chance at being successful?

Mindy:                         As I move out into the world doing teaching and working with writers of all ages, aspiring writers, I have this experience where people want to talk to me about the query process and traditional publishing, if that is their goal and they want to talk to me about getting an agent and about writing query letters. And they're like, I'll have a conversation with someone, and they're like, this is really hard. And they're super frustrated. And I'm like, yeah, there's a reason why not many people actually make it that far and it's because it's hard. And they'll be like, I know I sent out 20 queries and I got 15 rejections and I'm like, shut your face. I mean, I was querying for 10 years. This is what I tell people I was querying for 10 years. I have over 300 rejections for one book alone. I had literally queried every agent that would even consider looking at it genre wise, and they all said no. I was just like, yeah, like listen, 10 rejections hurt. I'm not saying that 10 rejections don't hurt, but I'm telling you, this is where you start to form scar tissue because if you're going to sensitive about rejections, the 1000th one is going to kill you.

Becca:                          Just the fact that most people don't know how normal it is to get rejections, but they don't. They don't understand that, right? They think the process is easy. And so they think, Oh, if I'm getting rejected, there's something wrong with me, or there's something wrong with my book. And we all know the stories on both sides of that, right? The people who are not at all concerned that their book is bad and they just think their book is the best thing ever. And then you have, on the flip side, the people who assume one rejection means that you've written the worst book of all time. Right? And so some of this is just, Hey look, this is what professional working writers know about the industry. Nothing that's worth getting is easy.

Mindy:                         You have to learn how to live with rejection and accept disappointment as well, because it never stops. I mean, I've got eight books out, been doing this a long time, and I still get, I mean rejections just every day, right? So I mean, a bad review is a rejection. I don't read them, but they're there. And I will send, I send, not necessarily proposals, but I'll pitch ideas that get shot down all the time. Just because I have quote unquote made it. I'm still getting rejected.

Becca:                          That's the reality of the industry and there's a reason people say things like, Oh, you need thick skin. It is very, very difficult to be in this industry longterm and be successful. If you don't expect that there's going to be a fair amount of adversity, it's just hard to survive. Right? Getting that set early, it's like, okay, let's just all get on the same page here. This is going to be hard.

Mindy:                         This is going to be hard. I want to go back to what you were saying too, about people looking at it as something that they, you know, accomplishment, a series of accomplishments, a process, because most jobs, most industries, there is a process. You get the training or you go to college or you do whatever it is that's required for you to get the skills that are necessary and then you apply for a job and hopefully you get the job. Maybe you don't, you apply for a different job, but there's, there's an established process and there's a ladder for you to climb and you'll know what the ladder is. There's a series of things that you follow that lead to success and it's, it's outlined for you. It's right there. And publishing, that's not true. It's just simply not true. You, there is a process. You write a query, you get an agent, the agent submits the book, you know, all of those things. But the first step of you write a query could be three or five years of you revising that query and trying to make it better. And the process is there, but it's something that relies so much on chance and whim. Whereas, you know, if you want to be a doctor, you go and you get all the training that you need to be a doctor and you know, you go get a job as a doctor.

Becca:                          Yeah, yeah. There's no industry standard. There's no objective standard of good. Everything in this industry is subjective and like it's so important to just be able to get your head around that, that the factors of success that we're used to in other industries where it's just primarily hard work and talent that are the factors for success in a lot of industries. And in writing, and it's the same in like music and art and everything. It's luck and timing are two of the biggest factors of success and those things you can't control and so it's important to know that going in so that you don't expect things to be something that they can't be.

Mindy:                         True. And the entertainment industry, as you're saying, any element of it. Yes. Timing, luck. The things that you can't control at all and trying to control something you can't control is that's where you start to go insane. And that's pretty easy to do in the entertainment industry.

Becca:                          Yeah. Yup. It really is.

Mindy:                         Coming up. How to deal with burnout and how to know when you're in it.

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Mindy:                         Let's talk about your podcast, the Smarty Pants Book Marketing podcast. You've got recent episodes that covered such topics as lead magnets, how social media helps sell books and how to find the right promotion for your book. So talk to me a little bit about your podcast. Who's your target audience? Do you speak to traditional pubs, indie self pubs, or is this advice that you have here for marketing good across the board?

Becca:                          So the Smarty Pants Book marketing podcast is the, uh, my mom and I did that together and she is a marketer. And so we were taking the tactic of, uh, let's look at what marketing standards are in other industries besides just books and try to apply, marketing best practice to bookselling. The target audience is really anybody who has to market. So it would include all types, both traditional and hybrid, indie, self pub, anybody who has to market their own stuff. Because of course, again, one of the unrealistic expectations of traditional publishing is that if I can just get a trad contract and I don't have to do all this marketing stuff and that's just not true anymore. And so you may not have control over your pricing like an indie does, but, but trad authors still have to do all the same stuff that Indies do. We really are marketing that towards anybody who has to do any kind of book marketing at all just so you can know what standard practices are in the industry. We don't produce new episodes of that anymore, but there's a really good set of archives cause I now do my own podcast, which is called the Quit Cast, which is about the Better, Faster stuff. So but yeah, the Smarty Pants podcast.

Mindy:                         Yes. I was listening to a few of them and it's pretty fascinating. Marketing is something that we all, well I would say probably most of us walked into publishing and writing have little to no experience or desire to be a marketer and you've got to do it. That's all there is to it. I see and hear and talk to so many people aspiring and already published writers who really hate it and it's like, dude, I get it, but that's part of the pizza, man.

Becca:                          Yeah, there's really no getting around it because when the industry moved away from having gatekeepers, which happened when we started being able to easily self publish books, it became suddenly a different landscape of marketing because the authors have more instant access to readers given things like social media. Once that changed then it became an important responsibility of every author to become their own marketing team. And even when you have a marketing team you still have to do enough of your own marketing that it's worthwhile knowing the core concepts I think

Mindy:                         For sure. And tell us then about the Quit Cast, which as you said is associated with your Dear Writer books. Talk about that a little bit because I know that so many of the elements of what you do with Better, Faster and with Quit Books are intertwined. So what does the Quit Cast then bring to the table?

Becca:                          So that is all about what, what to quit, what to keep and what to question. Like those are the sort of three different types of episodes that we have on the Quit Cast. So it's a question, the premise of things like everybody should use a planner to be more productive. So question the premise of planners make you productive but do they? Cause they don't make everybody productive. So some of us should not be buying that 2020 planner and I'm just going to say those of us who really think that we need one should look backwards and ask if we've ever been successful using planner before and if we haven't then the planner's probably not going to make us. And so just little things like that where we question these premises that we accept and then obviously the things that we need to quit doing that's very similar to the Dear Writer, You Need to Quit. And then we do these, what I call the Keep Casts, which are what to keep and that is the strengths behaviors from the Clifton strengths assessment. And we go through each one of the strengths. There are 34 of them, so there are 34 different ways that you could be great at whatever you're doing. And we go through them and I use writers who are successful who are making money or who have a lot of books out or whatever, um, who've won awards. And we take three of those writers for each strength and we interview the writers and ask them how they're using that. And then we put up a podcast about that.

Mindy:                         That's so neat. I worked in a high school for about 14 years as a librarian before I was able to quit and be a full time writer, but I still substitute and I'm still in the district fairly often. They had the entire staff take the Clifton assessment.

Becca:                          Nice.

Mindy:                         Yeah, it was a really cool program. Everybody took the Clifton assessment and the students did too. And so the teachers now have on their desk, they've got a little thing that lists what their top strengths are.

Becca:                          Oh, I love that. Yeah. What I love about what the Clifton strengths does is it takes a recognizable success pattern and it says, let's figure out how you are going to be good. So we're going to assume that you have a capacity for success because everyone does, but everybody's successful in a different way. So how do we figure out what we can expect from you or what you can expect from yourself? And once, you know, like, here's how I fit in with all of the most successful people. Because when they did this assessment, when they first started discovering this process, they did 2 million interviews of the best of the best people in the world. So like the best housekeepers at Disneyland, the best CEOs, the best basketball players, the best teachers, like they wanted to know how everyone was successful. And then they created those categories of strength based on the recognized data patterns that showed up in the research. And I love that it started from a place of data because then it's so consistently accurate for people and you can look at it and say, Oh yeah, I see those patterns in myself. And then I can tell you as a strength coach, which, well, this is how this is going to apply in your life. This is how you're going to be able to count on your own success patterns to be able to get better or better, faster, really at what you want to do.

Mindy:                         I love the idea of focusing on your strengths rather than trying to improve on your weaknesses because I know as someone that has a fair amount of anxiety that I manage to keep under control mostly, but you know, it's anxiety. I can't just say to myself, you need to calm down, right? Logically, yes, I'm very aware of the fact that I need to calm down and get a hold of myself, but I'm in a spiral. This isn't something that I can manage, but I know that one of my strengths is that I can do a deep dive on something. I can concentrate very deeply on something for a long focus, high focus. If I'm having anxiety about something, whatever it is, I'm going to intensely focus on something else, right? Whether it's a job or a hobby or a book. Right? It's like I'm going to go immerse myself in something else and that's going to handle my anxiety. Rather than being like, okay, let's knuckle down on this anxiety and figuring out what's going on. Then try to work on something that's been a problem your whole life. It's like, well, let's look at what you're really good at and let that alleviate what your problem is.

Becca:                          Yeah. Do you have intellection or ideation?

Mindy:                         I don't remember.

Becca:                          I was going to say a lot of high intellection is a common one and intellection is also one where they're not likely to produce super high numbers of books per year. Right? Because they like to think about the whole book as a process and they tend to think over and over something and sort of have that CPU that's going on in the back of their head all the time where they're always processing and that can lead to anxiety because you get caught in thought spirals, right?

Mindy:                         Yep, yep.

Becca:                          If you have high intellect and you know that you tend towards that and you know that one of the strengths of intellection is thinking over and over something looking for an action point. What you can say is, I'm wired this way. I have intellection. The anxiety is getting triggered because my intellection is looking for certainty. It's a certainty seeker. And so now that I know that, I can say, okay, what I'm looking for is this - how do I give myself that thing in the moment? And one of the things we suggest is definitely switching tracks, which is what you're doing with your high focus. There's only so much you can do about having the intellection, but you can control it if you know it's a strength and because it produces certain things and knowing where that's coming from. It's like being able to diagnose yourself with the right thing in the doctor's office to get the right medication to make sure that it doesn't recur, to make sure that you can get better. There's all this sort of element that strengths can produce if you know what they are. There's so much that you can do with it beyond just what I do beyond just the writing. Such wide application.

Mindy:                         You can apply it to your writing, but I mean just mental health, breaking a thought spiral - that is hard. If you know yourself, I think knowing yourself is the first step toward success in so many ways.

Mindy:                         You are an author as well. You write cozy mysteries and historical romance under the name RL Syme. With all of the content that you put out into the world as a marketer and as someone that is out there helping other writers and the Quit Cast and the Quit Books and Better Faster Academy, how do you find time then to also be a writer? Because it's a different track, right? Like you're, you're going away from the analytical and you're jumping into the creative.

Becca:                          Yeah. It's interesting that you bring that up. I was just doing a talk on, on the podcast about this because I have not written fiction since I really, really started doing this full time and I keep starting and stopping and starting and stopping. And it was one of the things that led to me being in burnout this last year was that I was trying so hard to keep up with everything that I felt like I should be doing. And I ended up having like a pretty major burnout and I realized like I was expecting myself to have the same capacity to write fiction that I had before this platform took off and it just was not a realistic expectation of myself. And so I realized that if I want to do this, it's exactly what you said, it's a different part of my brain. It's a totally different process that I use to create fiction than I do to do this analytical work.

Becca:                          And I really need to honor the fact that if I want to keep writing fiction, I have to take breaks in my schedule to be able to sort of shut the world out and get the fiction done. I'm going to do that at the end of this upcoming week. I'm taking a three week break so that I could just sit down and see if I can get back into the fiction mindset and I don't have a lot of expectation about it. So if I can't get the writing done, I'm not going to feel guilty about it. But I am gonna try to like shut down all the channels, access to me, and have some podcasts ready to release, post some prescheduled Facebook posts and then just go kinda hide. Cause I really can't do everything. It's we want to because it seems like it should be possible in some theoretical fantasy unicorn universe, but it's just not possible. Right. Like you'll have 24 hours and I need to sleep eight of them. It's not realistic.

Mindy:                         It is not. And I am so glad to hear you say that because I also of course have a podcast and I don't do the deep dive that you do with a whole platform of courses and everything like that. I have considered it, but I'm also very much aware that if I did that I would end up where you are more or less and and not having the time. I wouldn't have the time for the fiction. It's the question of having the brain space.

Becca:                          That's a great point. All minutes are not equal. You might get to the end of the day and two hours of like time to sit and watch Netflix, but that doesn't mean that you should be able to write with all of those minutes at the end of the day because if you don't have any creative energy left because you've used it all then or you've used all of your energy and now you can't make any creative energy. Like you don't have any, there's nothing. So you can't expect yourself to just have an unlimited supply of energy.

Mindy:                         I don't think I'm quite at burnout. I don't know what your actual definition of burnout is. I think I'm probably approaching it and I need to be aware of that. I have found myself saying, Mindy, you need to find something that you do that has no words. You need to get away from words because with the podcast, of course I'm speaking words with you and then if I'm reading, which is a hobby, being a writer has stripped that of being a hobby. It's very difficult for me to just sit down and read a book anymore. I'm too analytical. Audio books, it's still words. I'm listening, but it's still words and even watching TV, I with my writer's brain am deconstructing it. I've come to the point where it's like, okay, I need to go do something tactile. I need to go do something that has no words. Words are not making me happy. Now they're making me feel inundated. I'm a grinder man. I will grind it out and a lot of people that I know will also do that and that is great to a point until you, as I said, go completely insane.

Becca:                          Yeah. When when you have high focus, like the just as a strength, it's so easy to lose yourself when you put the blinders on. And so focus and achiever in the StrengthsFinder are a couple of the strengths that tend toward a burnout lifestyle, right? Where you tend to burn and burn and burn and then recover and then burn and burn and recover. And so it's really important to know when to pull back just enough so you don't actually hit the bottom. You can still burn hot and hard and also make the energy back. So you do things that don't require you to expend energy in order to create energy instead and then you can have a much more sustainable life, which means that sometimes we have to say no to things. It's not popular. We don't want to say no, we don't like missing out. And it's just really important to know like it's okay to take care of yourself. It's okay to watch Netflix, it's okay to go crochet, play basketball or whatever you're going to do. Like that stuff is part of the work, like rest and relaxation is what makes you able to sustain the work. And so you need it.

Mindy:                         I go to the gym twice a week. I have a circuit class and I have a CrossFit class. It's on Mondays and Wednesdays. And this week I was unable to go, uh, for various reasons. I had a holiday both evenings. And I feel it, like not physically, I feel it in my brain. I didn't go do that thing that I usually do that I can focus on. That is entirely physical.

Becca:                          If that's what gives you energy, like if that's what makes pennies for you that you can spend later, you'll feel it. And the danger is we often get to that place when we are at the busiest, when we're not making the energy back. And that's usually when it's a burnout danger, right? So I talk about the burnout and the burnout book, that there's a slide down into the pit. The pit is the burnout and you can make the slide less. Like 90 degree angle is the danger. But there is a way to make that angle more like 140 degrees and then you can come out of it quicker and so just making sure that whatever you're doing to make energy for yourself even when you get busy.

Mindy:                         Is it possible for listeners that might be interested to take the Clifton assessment online? Is there a way to do that?

Becca:                          Yeah. Actually if you go to my.gallup.com they'll let you create an account and take the test. There is a cost. There are free tests out there that people can take. I don't encourage it because they're not as valid and so I would go to my.gallup.com pay to take the test and you really only need the top five to start off with. They do offer the full 34 but I would get the top five cause you really want to focus on where am I the absolute best? Like how can I focus on just the things that are the absolute best about me? And don't take the danger of wanting to see what the bottom is so that we can really focus again on what we're not as strong in. Right? And so instead I encourage people to start with a top five and and go from there. But yeah, my.gallup.com

Mindy:                         Excellent. And where can listeners find your courses, your podcast, and information about you and your books online?

Becca:                          Better, faster Academy. All one word.

Think Media Founder Shahla Hebets on YOU-Centric Marketing

Mindy:             Today's guest is Shahla Hebets, founder of Think Media and author of What's Working Now: YOU-centric Marketing. Shahla joined me today to talk about her philosophy of how to reach consumers using you-centric marketing.

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Mindy:             You are the author of What's Working Now: YOU-centric Marketing. I wanted to talk a little bit today about your background and how you came about to be in a position to write a book about marketing in the first place.

Shahla:             I've been working in the advertising and marketing space for 20 years. I've worked with big brands, Hershey's, Anheuser Busch, Apple, Visa, and what I really discovered in my time is that it's about this sort of shifting customer and the shifting behaviors of the customer. Because of that, because of those sort of ongoing shifts and changes, I started realizing that so often we're focused on the tactic. We're focused on, Oh we need to use paid search or we need to do influencer marketing or whatever the case may be. And the truth of the matter is there is a product and a service for everything. There's just a proliferation of them.

Shahla:             Smart brands understand that it's really about the customer and connecting with the customer. That's the only way that you really are going to break through the noise. So that philosophy and that mindset and me just seeing that firsthand led me to say, you know, I need to educate people that we need to do things differently because we're not, back in the day when it wasn't a crowded space and it wasn't packed with similar product, that notion of we've got to do a little differently is really what made me think, I've got to share my experience with others.

Mindy:             You talk about similar product, that's something that as a consumer I'm often just overwhelmed by. So for example, I go to buy half a gallon of milk, right? And there is a wall of milk for me to choose from. It's all milk, it's milk. I don't understand as someone that also does marketing of their own product. I'm standing there thinking, how does one type of milk stand out from the other? What makes this milk the milk I'm going to buy?

Shahla:             That's exactly the impetus. Right? And that's what every consumer feels in every single market, in every single category. You know, I read something recently that said that if I wanted to go on to Amazon and buy a woman's scarf as a holiday gift, as an example, I would have over 200,000 options of scarves. So your milk, right? Isn't that crazy? So your milk experience is exactly what customers feel every single day. And we get overwhelmed by this sort of seemingly similar products, massive proliferation everywhere. The constant, what about us? What about us? What about us? We're better! And the consumer just tunes it out because we feel like we don't know which one to go with. And I think that's the big miss. Brands think that if they just shout how great they are, that the customer is going to hear that and we can't possibly hear that because everybody shouting that.

Mindy:             That's true. It makes sense. No, that makes perfect sense because as someone that obviously is a consumer but also thinks about marketing and how I'm going to market myself as a writer, my podcast, my book, myself, because I am myself a brand, that's all very intimidating. So we talk about brand and that's a big byword in marketing of course, but you have a different take on how to connect with the consumers. So can you can explain a little bit more about your philosophy on the you-centric marketing and how to market effectively?

Shahla:             Yes, absolutely. You know, I think it really does boil down to this notion of we are in this space where yes, of course the brand is important, the vibe that you give off, the essence of your brand, your voice, all of those things are important. So sometimes when I talk about you-centric marketing, I get this look like you're basically saying my brand is invaluable. And that's actually the exact opposite of what I'm saying. I really want to emphasize, of course the brand is a valuable asset. You put all of this time and effort and energy into your brand, but at the end of the day, if it doesn't resonate with the customer and if it doesn't feel like it's personal to them or personally aligning with their goals and aspirations and their motivations, then it's just more brand speak. Yeah, and so the concept is we're nuanced, right? As customers, we're nuanced, we're multifaceted. There are many things that are influencing our time, our focus, our energy.

Shahla:             And if brands really want to be effective, they need to really step back and understand your customer and say, how can I connect personally in a way with this customer where they say, huh, this brand gets me. This is what I need. And so the notion of you-centric marketing is exactly that, right? It's about you, the customer, what matters to you, the customer. And if me as a brand can connect with you in a way that feels very unique to you and your needs, then you're going to be loyal to me and then ultimately that brand is going to pay for itself because the brand is going to be the thing that drives the conversion. But if you're not connecting with me personally in a way that I actually care about, I'm never going to get to the point of the conversion because you're not speaking to me.

Mindy:             That's interesting and so true because again, going back to the milk, we are attracted to things that speak to who we are as a person. So I am a farmer's daughter. I live in the country and from the Midwest. When I'm looking at the milk, I'm not necessarily going to look for the cheapest. I'm probably going to look for something organic. I'm going to look for something that has no probiotics. Let's take it to eggs. I'm probably going to look for cage free eggs and things like that just because of my own personality and the things that I feel and my own behaviors. When you're talking about this you-centric marketing, are you talking about kind of finding that person, that Midwestern farmer's daughter and saying, I'm the milk for you?

Shahla:             That's a perfect example because really, you know, at the end of the day there's all these things like you just referenced, right? Your background factors in you, what you value, I value. You value organic, you value cage-free, what you value, your attitudes towards them. Maybe it's also I want to feel good about the purchase that I'm making. Maybe it's also, Oh, this one gives back percentage of their proceeds to this charity. These are all the drivers, right, of why you make the purchasing decisions that you make and none of them are, well, I sure do like the labels of the milk right now. I mean, maybe it's that, but it's really about why does this matter to me? Why am I seeking out this product. And it's data that we have that we understand or that we can get through zero party data, but it's also just really paying attention to this customer and saying, I know you've got these things that you value and these attitudes and these influences.

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Shahla:             They could even be generational influences. Social influences. We know you have these other pieces, so how do I break the noise and say, you know what? We understand you and we're the milk for you because we know what you're looking for. We know what you value. And it's a harder marketing piece, right? It's not easy to necessarily do it that way, but at the end of the day if you feel like that, if you feel like this milk is speaking to your needs, what matters to you? You're going to buy that milk all the time. It's how do I now move away from the sort of features and benefits that brands get stuck into all the time and really instead say, let's really understand the customer and what's driving the customer to make this purchase.

Mindy:             Coming up. How authors can translate you-centric marketing into their approach.

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Mindy:             Writers have to handle a double-edged sword in that we generally work in isolation. We're not all social butterflies. Some of us are better at it than others. Social media particularly and marketing that goes along with it is a must for anyone who's looking to expand their reader base or even make a splash at all. So do you have any tips specifically for writers about how to use social media or which platforms are the most writer friendly or any kind of tips about how to turn an online audience into page turning readers.

Shahla:             I think the biggest benefit for writers, right is that you're a writer. Everything in this day and age is about the content that you put out. And that's also what makes people resonate with your message. For writers, even though oftentimes as you said, maybe they're not front and center, they don't want to be out in front of everybody. The truth of the matter is is that fact that they're a writer is such a huge asset. So doing things like maybe using video to talk about the inspiration behind your book or a little deeper dive on what you're trying to articulate with this character and the development. Or maybe it's just how you got motivated to write a book. But I think utilizing those little behind the scenes, personal aspects of yourself through video in particular, because video is just naturally engaging, but also because you can do it 14 times in your own room.

Shahla:             But I think those type of elements of like telling those little pieces of your story, share them with video, put them out on Facebook. I mean Facebook is probably your best friend just because of the reach, if nothing else and the brand awareness, that's what consumers today want, right? They want to feel like they're connected with you. It's back to the whole notion of this you-centric marketing element. Is if I feel that I know a little bit about you as an author and I feel like I understand, I'm a little bit of the behind the scene, a little bit of the real world, the real life. I'm going to see how that applies to my life. Oh, I feel that way too. I love the fact that this author was maybe a little nervous to get out and talk about their book or I love that they're telling me a little bit more about the character that I would not get in the pages of the book. So authenticity and really showcasing who you are in a very approachable way and then taking those pieces and you know obviously doing it so that it's not lengthy and you're not doing, you know, a dissertation, you're picking out these snippets that are the most interesting and then you're pushing it across a platform like Facebook. But I think those are the pieces that authors can really utilize to their benefit is getting out there, showing who they are and telling those pieces of the story that the reader wouldn't otherwise know.

Mindy:             And it's interesting too, you're talking about connecting as writers. We have the unique position where we don't have just a 20 second advertisement we have, if we can get them to pick it up, a book to connect to our readers with. That could be taking up four to six hours of their time, can take up two to three days, could take a week if we can get them to pick up that book. Everything that's in the book is in itself a piece of marketing. We're selling who we are, we're selling that story. We're selling our brand in a way, especially if you write genre and you stick in one. I think it's an interesting idea. The book itself then is just you forming a greater, deeper, more intricate relationship with the consumer, right?

Shahla:             Right. We're in this day and age of technology everywhere, but at the end of the day, I think that technology actually lends itself to more of a notion of how do I really connect with somebody? I want to be emotionally connected to somebody. I want to feel like they matter to me and that I've mattered to them and that's why the power of social media to make those connections and to share those insights and then utilize that book and all of those different pieces, right, and repurpose it and pull out snippets and say, Hey, here's a little tip that you might not have known or this was my inspiration or those types of things are the things that people really, they want that. If they're going to invest in your book, they want to know who you are and what were the driving elements because that just creates more of a direct relationship between you and the reader.

Mindy:             Talking again about the aspects of the writer themselves, this individual, all of us have different hats that we put on or at least I do. So it's like the writer self is different from who I am as a person. When I put myself out socially in front of people, you're automatically an entertainer of sorts and so you're having to kind of adapt to that. Some writers do that, some people don't. Some are more socially capable than others. So if you're not one that is good at that physical presence, the physicality of an entertainer, like you're saying, you have that ability to use video, something that you can shoot it again and again until you're happy with it. A lot of people aren't even, aren't comfortable being on camera. So like what are other elements? What are other ways to have an impact if you are more dedicated to that written word rather than the spoken?

Shahla:             It's a quandary a little bit. Where we are and the space and time is that's sort of a really important piece to the promotion and to be a successful marketer is to sort of get comfortable with being uncomfortable. But I think if you really are just absolutely reluctant and you just feel like you're just going to be ineffective at it, I think there's so many things that you can do with memes. Where maybe you're pulling out a snippet from the book or maybe you're giving a little, here's the insider's view of this book and here's the exclusive look gives you this notion that you're getting some inside skinny on this book. So I think you can do things with things like memes or you can do some really interesting photography or maybe you want to showcase one of your readers, right?

Shahla:             I mean user generated content is so powerful, right? Because it's real. Maybe it's, Hey, I don't really want to put myself out there, but I'd love to get 10 readers that would share with me their insights and I'd like to promote you out on my social media pages. I'd like you to share with me your takeaway. Maybe you interview the consumer of your book. I mean there's a lot of different ways to sort of showcase different angles through somebody else, but I think at the end of the day, there is also that need to really step into your greatness. If I'm going to go for this, I'm going to go for it. I'm going to do whatever it takes to get my book out there because I know I've got something of value to share and that might mean that I've got to push myself and grow and stretch in ways that I don't want to, but ultimately it's going to benefit me.

Mindy:             I like what you're saying too, about user generated content because it's true, especially on Instagram for example, there's a whole culture of bookstagrammars out there, who use your book, tag you in it. When you repost it, they're so flattered and they're so excited that you re-posted their content and at the same time it's like, you're doing me a favor. You just gave me something. Free content. Right?

Shahla:             Right. And it's a win win, I think that the notion, just as you're saying the notion of we're tapping into this influencer marketing aspects of it, especially through things like Instagram. Or you can find these people, you can connect with these people. You know, you can say, I'd love it if you did something on my book and I'd love to share it out. It's that ultimate partnership that you can create with some people who've already got a little bit of a platform and they don't have one, a huge platform, right? They can be a micro-influencer, but it still gives you that credibility. It still gives you that credence. It gives you that promotion. You can really maximize that because again, people gravitate towards influencers because they feel a personal connection to the influencer and that's why they're so impactful because they're like, well, she's making this recommendation on this book and I just love her and she's amazing and anything she says I'm in. That's exactly why influencer marketing is so powerful and I think it's tremendous tool for writers to utilize to really move the needle on their marketing efforts.

Mindy:             And that's a great tip for those that are unsure about how to create their own content, especially getting started watching what other people are doing, especially if they're using your material. You're absolutely right that it's a win win.

Shahla:             For sure. That's also how you set up a better partnership too. The notion of how do I help you and you help me and we do this sort of together and it's not just this transactional relationship. It's a true partnership and I think influencers love that because they're so often approached by this notion of like, well, we'll pay you this much and you do this and, and then we just want you to play along with 40 others instead of, I really value you and I really think that you've got an incredible audience and I'd love to share this amazing book with your incredible audience and figure out how can we make this beneficial for both of us. And I think influencers would fall all over with that approach, they'd be thrilled with it.

Mindy:             Another issue that comes, I think for pretty much any artist at this point is the amount of free and streaming content that's out there. There's so much. How does a writer specifically convince a consumer that what they're offering is worth paying money for?

Shahla:             You know, I think about this a lot. I pay for the New York Times and it's because I value the news and the detailed analysis that I get from the New York Times. At the same time, I don't have a subscription to the Denver Post because I don't value it. Back to that overarching thought process. Would it be valuable to your customer, to your target audience when they see that there's something unique and interesting and engaging with this content, then they're going to be willing pay for it. I think where the struggle really comes in is when it's a lot of the sort of, me too! I've got the same general concept or the, you know, here's another book that's part of the 500 other books you've ever read. Then that does become a struggle. It doesn't feel that valuable. It feels like just one of many, but the more that you can really highlight that value and what you're telling and your story and what you're bringing to the table and why it is important, then I think the paid piece kind of goes out the window because the customer feels like they're really getting something that's unique and interesting.

Mindy:             That's that bridge that you have to build with them that just begins with trust and then taking interest in you and moving forward from there.

Shahla:             Exactly. And it's a slower process and we sometimes want to take. When you build that trust and that partnership with your, with your reader base, it's not fast. Proving that value again and again and again and showing that you're worthy of their attention. And I think that piece is something that we tend to live in this society because we, everything is so fast, right? I can jump on Amazon and I can get my product shipped to me immediately that we think that everything is like that. The marketing takes time. It takes, you know, sticktuitiveness it takes knowing that it may take a while before you get the eyeballs, but you're going to get the eyeballs. If you stay after it and you stay committed to it and don't think of it as, well, I'm just going to do this for a little while and then I'm going to stop. No, it's constantly building that brand and reinforce it back and reconnecting, showing that you're worthy of their time and attention.

Mindy:             It's a huge part of your day. I mean, every day you have to be doing something that is part of marketing and a lot of writers don't like to hear that, but it's true.

Shahla:             I know, I know. Well, and I think that there's this thought process. I had a friend one time that said to me that she wanted to write a book, but she wanted to just give it to a publisher and let them do all the heavy lifting. Certainly there are those books that do get tons of publisher promotion, but they're much more few and far between and even then, at some point they're going to come back and be like, okay, we've pushed this out. Now you maintain it, right? Now you keep it going,.

Mindy:             Yes, you will have to be a marketer at one point. So why don't you let our listeners know where they can find your book?

Shahla:             So we've got it available. It's on Amazon. What's Working Now: YOU-centric Marketing. It's also on our website. Think media consult.com and we are doing a 25% off. We have a free ebook on influencer marketing that is also available on our website and ThinkMediaConsult.com