Promotionally Speaking #2: Baby Steps
Written By: Susan Soares
Welcome to the next phase in our journey into comic book promotions. Today we will talk about those preparation steps creators should take before they embark on a promotional campaign.
There are many artists, writers and creators in the comic book industry. There are hundreds of concepts and ideas out there as well. Novice creators often have the misconception that their story idea is marketable and promote-able for the sheer fact that the art is well-rendered and the story is well-written. In today’s society, those two elements are not enough to help carry a project to stardom. There has to be a hook, something that grabs the reader’s attention from the very beginning. And, it is critical for creators to identify what makes their product unique.
There are many ways creators can determine how powerful their “hook” is. One of the best ways is to write a promo teaser. This teaser can focus on a number of different aspects of a creation, whether it be a prominent character, the prominent location or the prominent theme. But the one thing it should not do is reveal the whole story, or reveal the ending. It should appeal to the reader’s sense of imagination or curiosity. The teaser should make them want to read more. Length is also very important. A creator needs to keep in mind that this teaser is one that readers may see on a postcard or a flyer. So keep it short and to the point, yet catchy. One last tip on teasers – create something you can use over and over again in a variety of ways, no matter whether you are promoting Issue 1 or Issue 5.
Once you have written your teaser, the next step is to create a logo. Similar to products that we use each and every day, brand recognition is critical. When creating the logo, it should be colorful. It should be readable – avoid using fonts that are difficult to decipher. The worst that can happen is a fan looks at a logo and can’t figure out the title. A creator’s logo should be a labor of love. When you look at it, the first thing that should come to mind is your love for your product and the love for the process it took to get it to “pop.” I am famous for declaring if something “pops” or not. When we were creating our logo for Sky Pirates, our entire creative team went back and forth for hours tweaking and tweaking. We were in the final hour and it still wasn’t popping. Then a friend offered to help and you know what he did? He tilted it 15 degrees. Pop! As agonizing as our process was, our creative team still recounts the story “Remember the day we finalized the logo?” For the reader, your logo should be memorable as the story of its creation. If rendered well, the logo will ignite a spark in the reader prompting them to look for the logo. You will be amazed when a fan walks up to your table at a comic book convention and says “I’ve seen that logo somewhere” and they flip through your book.
Now that we have discussed your pitch and your logo, let’s now talk about audience. Before you begin a promotional campaign, it’s important to know which segment of society you are trying to reach. It’s also critical to know what you are trying to accomplish with your concept. While there are so many different angles I could discuss relative to audience, I want to focus on language and how it affects who your audience ends up being as opposed to the intended audience. Vulgar, or adult language, is so commonplace nowadays. However, use of it in print automatically limits your audience. This was a hard and fast lesson that we had to learn, as creators. Originally written using adult language, we were given wise advice to eliminate the swears. In so doing, we learned the crafty task of swearing but not swearing. “Make up your own,” we were advised. Essentially, if you want to make money on your project or you want it to have longevity, you mustn’t ever limit your audience. As much as I hate censorship, I have come to the conclusion that the adult language is not always necessary, especially if your concept is all-ages. I have seen it happen. Don’t let it happen to you. Bite the bullet and get creative. It is single thing you will not regret in the comic book creation process.
With your pitch, logo and purpose in hand, it is now time to put your plans into place. As we will discuss in future editions of this article, there are dozens of outlets for promotion. An over-eager creator, like someone I know well, can go crazy. While I never regret the different methods and outlets we have used in the last year and a half, one thing I wish I could do differently is establishing a budget. When we first got started, we had bracelets made, and we created buttons of logos we don’t use anymore. We even made a 24” by 36” laminated poster of our Issue #0 cover. How many shows has this poster been displayed at? Two! So what I am basically trying to say is play it smart. Know how much you can spend and what you want to spend it on. Promotions are critical and deserve a very important spot in your budget, but learn from others’ mistakes. Don’t break the bank!
In the next edition of Promotionally Speaking, we are going to start our exploration into the world of social networking and how it can help or hinder a promotional campaign. We will identify the do’s and don’t when it comes to posting on these sites. I may even share with you a lesson on html vs. BBCode. As I sign off for another month, I would like to invite the creators who read this to take a stab at writing a pitch for your story. Post it in the comment section below. I commit to reading each one and sharing some thoughts. I also invite everyone to share your feedback.
Until next time, I remain Promotionally Yours.
hi, is my first time to visiting here, introduce me. im oyz, im glad to be read in here, wow ...
comic books was my favorite past time when i am still kid. i was really attracted by the artworks...and now, ...
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I met Mr. Moreno in Long Beach last week at the booth. There is so much breadth in comic book ...
A very interesting piece. In the beginning, the video made me feel uncomfortable as I was imagining the ink drops ...
Comment by Steve Kanaras on 30 July 2008:
Nicely done Sue!
Comment by Susan Soares on 30 July 2008:
Thanks Steve!
Comment by Will on 31 July 2008:
Sage advise.
I almost feel obligated to make some stone tablets in case the Septagon severs crap out.
Comment by Susan Soares on 31 July 2008:
You flatter me, Will. Glad you liked it!
Comment by Jonnie Allan on 31 July 2008:
You covered a wide variety of topics, each of which could be represented in its own article. Even so, you covered each with just enough information and a touch of finesse. Nicely done.
Budget and cashflow are the biggest killers of aspiring creators. You will always want to come out of the gates with both guns blazing. Holster those bad boys for the time being, get your “hook” sharpened and find your audience. Then and only then do you pull those guns back out… one at a time. ;0)
Great piece, Susan. Looking forward to the next one.
Jonnie Allan
Creator/Publisher
The Miscellaneous Adventures of STYKMAN™
Comment by Harry Markos on 31 July 2008:
Nice article Susan, it’s good to read about something as important as this. There is a need for creators to know what they can trip up on by someone who’s been there and done it! I would also add that contacting publishers or other creators directly is crucial as you can easily get a feel of what is required, and you’d be amazed at the different advice you’ll receive. There will be a need to taylor what you are doing for different shows, promotion, marketing and pitches on the whole, as sticking to the same strategy and approach will likely hinder your chances.
Look forward to reading the next installment!
Comment by Stephanie O'Donnell on 31 July 2008:
Re: “Make up your own swears”; Now you know why I use the term “duck plunger”.
Good stuff! Very informative.
Comment by J. M. DeSantis on 1 August 2008:
I know I already posted a comment on the Comicbook Artists Guild’s Yahoo-message boards, however, I wanted to leave you another one here. Again, this all seems to be very informative (I’d like to know more about the language used as a pull for the audience, as I myself love rich, long-winded language, and so often write it). But thank you for these articles. Again, I only wish you were posting them more than once a month, as I’m thirsty for the knowledge you have to impart.
Comment by Susan Soares on 1 August 2008:
Wow the comments are really coming in. I am glad everyone is enjoying what I have to share.
Jonnie – I am familiar with your concept. I have seen you around. That means you\’re promoting!
Harry – you make a very good point about tailoring your techniques. I think we learned that lesson the very hard way. What works at your local con is not going to work in New York. And sometimes that is a lesson you learn by doing. But I promise I will be doing a whole, if not two, pieces on conventions and being an exhibitor. Stay tuned!
Steph – Nice to hear from a fellow Free Luncher again! We sure know how to make our swears, don\’t we!
J.M. – Language is so important in writing and promoting comics. Long-winded and flowery does not work. Quick and punchy is the way to go. Study up on action verbs. Always include a headline in bold to grab the reader and keep them reading.
Thanks for the comments – keep them coming!
Comment by Richard Ian Bird on 1 August 2008:
Hi, As the (part-time, one day i’ll make it in the big league!) Writer and Artist of Home-Made Heroes with my own self publishing website, all i can say is WELL DONE.
It’s nice to see someone taking the time to point out to those wishing to embark on a world of comicbook storytelling what they need to do and what they need to lookout for, your article should be something every would be writer or artist should read before taking the plunge, also reading through the responsives you have gotten nice to see others chipping in with further ideas on the subject.
we can all need a little help from time to time no matter what stage we can be at in our comicbook life.
Richard Ian Bird
Creator, Writer, Designer and Artist
Home-Made Heroes
http://www.homemadeheroes.co.uk
Comment by Susan Soares on 1 August 2008:
Richard, Thanks for the comments. I am glad my advice of the lessons we’ve learned are a help to others. I would love to see you take a stab at writing a pitch for your story.
Comment by Dave Baxter on 2 August 2008:
Ha! I love that you bring up the posters, t-shirts, buttons, stickers, magnets, etc., etc. stuff. I\’ve always wondered about those. I mean, they can be great to hand out like free candy, but no one ever buys them (maybe the t-shirts, I do like those, but even there you\’re looking at \"rarely\" cuz o\’ the price). The day of the online wallpaper is upon us! Much more worthwhile, that and online promotional banners people can stick on their message board signatures and whatnot. Free to make, free to disperse, much better than the physical knick-knacks which can cost…way more than they\’ll ever be worth. Especially in this day and age. –Dave B.
Comment by Susan Soares on 2 August 2008:
Very wise thoughts, Dave. At one point in this column, I will discuss in more detail the use of merchandise and promo items. They certainly can be used but we need to be smart about it. More to come on that!
Comment by Stephen Carr on 5 August 2008:
Hey Sue – I really enjoyed this article; lot’s of good advice on so many topics all in one nifty spot! I’m looking forward to the next installment!
Comment by Keith J. Murphey on 15 August 2008:
Sue,
important information, comic creators of course like to put the cart in front of the horse leaving behind these initial crucial first steps.
On a related side note if you ever need anything rotated 15 degrees in the future just let me know.
LOL!
Comment by sherin on 16 October 2008:
I agree with Jonnie Allan. You have covered lot of topic and it is a very good read. Appreciated
Comment by Rachel Kadushin on 29 October 2008:
“The teaser should make them want to read more.”
This should probably be taped over every creator’s computer.
Let me ad, if you are building your story, your universe, your product feel free to keep rewriting it. Likewise if you are unhappy with your first logo, give it another go.
At some point being consistant counts, but if you just can’t help sharing your project in progress – don’t feel like you can’t change or update your teaser or logo.