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WORD on Carolyn Howard Johnson
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Visit Carolyn Howard Johnson—
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Carolyn Howard Johnson, aka, The Frugal Editor, on Branding and Positioning for Writers Interview by Erick Pettersen |
After I returned home a few minutes before 9, on a Friday morning last month, I rushed upstairs, turned on my computer, and opened the e-mail that revealed Carolyn Howard-Johnson’s phone number. I flipped open my cell phone and glanced back and forth between the digits on the screen and my phone’s keypad, while I coordinated my eyes and fingers. Then, I pressed send. Moments later, when Carolyn answered the phone, I asked for her.
Carolyn began her writing career in high school, when she wrote for her high school newspaper and gained an addiction to bylines. Her professional life enveloped writing; though, she began to follow her passion for writing when she turned 60 and self-published her first book. Set in the 1950’s, This is the Place tells the story of three Mormon women who discover self healing. Each woman tells her story in her voice; and perhaps, through her characters, Carolyn tells part of her story.
After I asked for her by name, we chatted about the beautiful southern California weather and anything else that came to mind, until she asked me if I started the interview. I laughed, said I did not know, and told her I wanted to ask what advice she would give new writers about marketing themselves. She gave me pearls of wisdom.
Her first pearl encouraged writers to never consider it too early or late to begin the writing process. Writers, she recommends, should develop an audience before they publish their books, because it makes publishing and marketing easier. She premised that by saying that writers who do not promote themselves before they publish, should never consider it too late to do so. Along with her advice about promotion, Carolyn advised writers who work with publicists to find publicists who match their books.
Her next pearl encouraged writers to brand and position themselves by allowing one aspect of their writing careers to develop another aspect of their writing careers. Curious of how writers could brand and position themselves, I asked Carolyn for an example. She told me the story of how Coke marketed a new formula, but people did not like it, so they went back to their original formula.
Coke’s position in the market allowed them to develop other products, such as Mr. Pibb and Hi-C. Carolyn recommends that writers develop different sites for different products, but she recommends allowing each product to maintain its own identity. She explained that writers attain cross promotion by letting their audiences know each product and site belongs to them, then linking to each of their sites. This allows writers to stand behind their products, while enabling each product to maintain its own identity.
Carolyn developed her writing career by writing ads and press releases. After she left the corporate world, she used her marketing background to promote her books and other writing. Now, after years of writing press releases and ads, Carolyn writes, speaks, and helps new writers promote themselves.
I had called Carolyn with a list of questions; though I did not need to ask them. When I told her I wanted to get any advice she would give to new writers about marketing themselves, she talked, I listened, and she answered every question I had (and more) but never asked.
After Carolyn handed me her pearls of wisdom, I thought I would get one more question in, so I asked her what she collects. I thought it fitting that she collects turtles. They take time to get from one place to another; though, they always get to where they need to go. Carolyn explained that within the Chinese tradition turtles signify strength, which comes from their shell and perseverance.
At times, the hour long interview felt more like a friendly conversation. Before I said goodbye to Carolyn, I asked her for a quote that I and other writers could remember. She said, “It’s never too late or early to follow your north Star.” Someone read Dillard’s The Writing Life. I thanked Carolyn for her time, said goodbye, and set off to complete another writing project.
Many people do not write, because they insist their writing needs to lead to a direct source of income; though, for those serious about writing, they know developing credits not only allows them to brand and position themselves, but it tells agents, editors, and publicists of a writer’s dedication to the craft. Just like the turtle, the journey may take a little longer, but it allows writers to become a source of strength for other writers. And to collect pearls along the way.