BALANCING VERBIAGE & SPACE

There have been many instances in my career as a professional writer when I’ve needed to alter text to maximize its appearance within the space allotted to it.  Sometimes this is disappointing, as the words I initially selected were ideal to the purpose and tone of the project.  Nevertheless, the goal in any written work is to create a product that is most appropriate for communicating with one’s target market. 

 As I generate promotional materials for marketing Prospect For Murder [the first book in the Natalie Seachrist Hawaiian mystery series], I’ve frequently had to revisit this basic activity of editingsubstituting vocabulary to fit the available space.
Value of a Professional Wordsmith
One of the greatest values a professional wordsmith brings to a verbal project is their knowing when and how to adjust text to maximize readability.  This ability to edit within varied  parameters demands the flexibility as well as the skill to replace verbiage to accommodate the allowed space.

In the past, when a client decided my composition met their needs, they usually took the text to a graphic artist and I never saw it again—at least not before the final product was printed, uploaded to a website, or sent forth in emails.  Imagine my disappointment when I saw that the presentation of my work looked awkward because of justified paragraphing and/or the lack of breaking syllables at the end of paragraphs, which resulted in wide gaps or crammed lettering.

If I remained in close contact with the client, I sometimes had an opportunity to rectify the situation.  At a minimum, I could alert them to the problem which was bound to recur until their process of production was changed.  If I had the opportunity to work with the artist tasked with incorporating my text, I could suggest potential means for enhancing the overall layout by:

~  Changing words that were too long or short
~  Altering the paragraph structure
~  Adjusting the number of columns or their size
~  Repositioning and/or resizing artwork
Subliminal Influences

Harmonizing Product Packaging and Marketing Materials

Regardless of the sophistication of a project, balancing art and typography can truly maximize the sensory experience of your readers.  It is a vital key to synchronizing a product’s packaging and the marketing materials that accompany it.  As may be expected, this can help determine a reader’s initial response to the product being represented, thereby affecting whether it will be purchased or bypassed. 

Even the information presented in a dentist’s pamphlet should be designed to flow in an harmonious manner.  The next time you have an appointment at a professional’s office, glance through the materials in their waiting room.  If you find odd looking paragraphs, it’s probably because a graphic artist took the text and simply dropped it into their design—usually without the copy writer having the opportunity to re-edit their text.

Designing Promotional Materials & Websites
In my blog on the layout of books, I discussed the various issues I faced in the design of covers for the hardcover and audio book editions of Prospect For Murder.  All of the spatial challenges I’ve just explored in this blog were applicable in both editions.  I’m very grateful that my artist and typographer were the same person [you can visit www.yasaminejune.com to view her art].  This meant I was able to work with her to balance elements of concern.  Of course, working in this manner requires mutual understanding and sufficient time to accomplish the necessary edits.

Artwork & Titling in Secondary Projects

From Hardcover to Audio Book Format
Transforming the images and text of the hardcover book jacket into that of the audio book required more than re-positioning and resizing the many design elements.  Most notably, the mysterious moon above the apartment building had to be deleted to accommodate the resized and realigned titling.  In addition, the book synopsis and my author bio had to be shortened to allow for book reviews.

Postcards
Recently I reworked the 8.5 x 5 inch promotional postcard I am using for several purposes.  As I now have a growing number of positive book reviews I wish to highlight, I needed to edit both the book’s description, as well as my bio to accommodate snippets from the four reviews I wanted to feature on the front of the card.  And because I may wish to employ varied greetings, I had to allow room on the backside to place labels with personalized messages.

Letters
It may seem needless to mention that each letter that one sends out via snail mail or email is an entity unto itself.  However, writers are just as prone as other professionals to remain wedded to verbiage for which they have an affinity.  Generally, effective letters should be limited to a single page.  This means that the need to resize the length of one’s text arises quite often.  Sometimes simply reworking the size and location of a logo and decreasing the dimension of margins will suffice to reuse a favorite piece of composition.  At other times, it’s also necessary to:

~  Combine paragraphs
~  Reduce the size of the font used for text
~  Use left justified paragraphing without indentation
~  Use an even smaller dimension for line spacing between paragraphs

Wishing you the best in your writing endeavors,
Jeanne Burrows-Johnson, wordsmith and design consultant

To learn more about Prospect for Murder and other writing projects, please visit my author’s website at Https://www.JeanneBurrows-Johnson.com.  For more ideas to strengthen your Wordpower© and branding, please visit: Https://www.ImaginingsWordpower.com

 

Book Promotion: Evolving Art & Text

May 2017 bring you health, happiness & prosperity
beyond your New Year visions!

 As I examine the months since the launch of Prospect For Murder [the first book in the new Natalie Seachrist Hawaiian mystery series], I realize I have not posted a blog regarding the art and science of writing for a long time.  I’ve started several, but details of the publishing and promotional processes have interfered with my sharing new author strategies

 Since addressing the topic of my artistic vision for the book layout for Prospect For Murder in a previous blog, it has been released in hardcover, downloadable audio and ebook formats, and a 9-CD audio book.  Preparing for the promotion of each version has required re-examination of artwork and descriptive text, as each format varies in size and may appeal to a different target market

successful advertising and branding
Unified Book Branding and Advertising

Authors may separate their work into categories of writing, publishing, and marketing, but each of these activities should unite under a shared roof of unified branding.  And while today’s book marketplace includes many self-publishing authors choosing to offer downloadable rather than printed books, such works must still be accompanied by attractive art and typography to maximize their appeal to the sensory experience of potential readers.  

There are many ways to make the appearance of a book pop within the massive listings of any genre.  As mentioned in my discussion of art for PFM, I have chosen to use an Island-themed gold frame based on Hawaiian heirloom gold jewelry to distinguish my book and the promotional materials with which I market it.  

Hardcover, Downloadable E & Audio Books, and CD Audio Book Art

Hardcover Books
Book jacket art for the hardcover edition of PFM was the first design project I undertook.  After the evocative gold frame was completed, I realized it could be utilized for the entire mystery series.  And, with changes in the metallic color, it will be ideal for other book projects as well.

9-CD Audio Book Albums
After I completed recording the 9-CD audio book, it was time to modify the book jacket art.  For the CD albums, my job was to shorten text describing the book and me, as well as the snippets of reviews.  My artist and typographer Yasamine June [you can view samples of her work at www.yasaminejune.com] then adjusted the size and proportion of her original artwork and dropped in my edits.

Downloadable Ebook and Audio Editions
The next task was designing website icons for sites offering the downloadable audio and ebook editions.  Our goal was to enhance a visitor’s recognition of the products being offered.  Therefore we created a conjoined image of the hardcover book jacket and a square edit resembling a CD case.  Wherever possible, this paired image is used to signify that Prospect For Murder is available in multiple formats.

Designing Promotional Materials & Your Author Website

The art of communication is one of the most vital skills a professional in any field can develop to help them in achieving goals and objectives in both their public and private living.  The following tools can be refined to maximize messages to colleagues, friends and the general public.

Artwork
I am using the iconic paired image of the print and audio editions of PFM as artwork for both printed promotional materials and my author website.  Without intention, the colors for Prospect For Murder and Imaginings Wordpower are nearly the same, which has greatly simplified my choice in color palette. I am still contemplating where and how I will utilize the gold frame.

Titling
I have used the Peignot font for my promotional business, Imaginings Wordpower [www.ImaginingsWordpower.com] for many years.  Therefore, I chose to use it for the titling of book jackets, my author website, and all promotional materials for the Natalie Seachrist series.  This decision is especially appropriate since many of the historical details used in the series predate World War II.  The Peignot font is an art déco [or style moderne dating from the 1920s], sans-serif display typeface designed by A. M. Cassandre in 1937 for the Deberny & Peignot Foundry in France.  While this font is too stylized for lengthy text, it makes a viable statement for titling and headings.

Author Business Card
Unexpectedly, I discovered that the standard size of a business card and the dark haunting color of the hardcover and audio book art was not suitable to my new double-sided author business card.  To resolve these problems, I created a new image.  I did this by overlapping the frame of the hardcover edition with that of the downloadable audio edition.   In the lower right-hand corner, I inserted the gold hibiscus found in the corners of the frames.  This has proven effective, since the image is always accompanied by text providing my name and the title of the book.

Author Stationery and Forms
With use of the paired image of the print and audio books, plus the Peignot font, there were few decisions to make in creating my author letterhead stationery.  For most purposes, I place the iconic art image in the top left hand corner of the page and all contact information centered at the bottom.  This layout works for both letters and business forms [such as invoices]. 

Communicating Through Emails
Every piece of communication you generate is a marketing opportunity.  And while you may not use an outgoing email layout paralleling your letterhead stationery, you can strategically position artwork, logos, and other information to draw the recipient’s eye.  I put the paired book image and purchasing information in the top left-hand corner of each outgoing email.  For the signature section for all outgoing emails, I have added a link to my author website [www.JeanneBurrows-Johnson.com] to listings of my Imaginings Wordpower website [www.ImaginingsWordpower.com] and this blog [www.JeanneBurrows-Johnson.com].

Logo Notecards
For many years I’ve used what I call logo notecards to extend invitations, express gratitude, and confirm appointments.  For both portrait and landscape layouts, I place a logo in one quadrant of an 8.5 x 11 inch layout, with text positioned diagonally and upside down from the artwork.  The printed result is a sheet of paper that can be folded into a 5.5 x 4.5 notecard that will fit an invitation-sized envelope. 

Postcards
After discovering that postage was the same for a couple of sizes of postcards, I chose a dimension of 8.5 x 5 inches for my author’s promotional postcard.  Beyond displaying recognizable book cover art, this ensures sufficient space for a synopsis and book reviews, plus purchasing options.  The art and descriptive text pop against a simple white background, with a high gloss finish on the front side for durability and flat finish on the back, which facilitates use of a pen for personal messages. 

Sadly, I discovered a typo after receiving an initial order of the postcards.  And having continued to receive positive reviews, I realized I should have printed a small number of the cards initially, to allow for subsequent corrections and additions.  As my publisher has declined to reprint book jackets with the latest reviews, I’m glad my second run of postcards allows me to send out books as samples, or for review or sale with up-to-date information.

Other Promotional Considerations

Websites Displaying Prospect For Murder
As the release date for Prospect For Murder neared, the number of websites featuring the book increased.  Unfortunately, some had received galleys displaying artwork devised as a placeholder for the book jacket art that was to come.  Without proper notification, these sites would continue to display the galley image as being representative of the published book.  Therefore, I suggest that authors releasing books through publishers or on their own, remain vigilant in cruising the Internet to ensure that the words and images describing them, as well as their work appear as they intend!

In addition, authors need to be aware that many popular websites selling and promoting books do NOT offer an easy means for having books reviewed or even displayed in categorical listings.  Most of the time, an author’s work is only visible if the visitor to a site knows the author’s name or book title.  Personally, I’d like to see Prospect For Murder displayed under the following categories for each of its several editions:  Hawai`i; Hawaiian mysteries; cozy mysteries; cat mysteries; female authors; female detectives; female sleuths. If you have any tips to help me with this situation, please drop me a note through the contact form on one of my websites…

Wishing you the best in your writing endeavors,
Jeanne Burrows-Johnson, wordsmith and design consultant

To learn more about Prospect for Murder and other writing projects, please visit my author’s website at Https://www.JeanneBurrows-Johnson.com.  And for more ideas to strengthen your Wordpower© and branding, please visit: Https://www.ImaginingsWordpower.com