Marketing for writers – Neus Arqués
Neus Arqués is an author and a digital analyst expert in marketing for writers. Their visibility is one of her main concerns. Because, as she use to say “if they don’t see you, the won’t buy you”. Arqués understands visibility as relevance, reaching a specific audience in the most efficient way. To achieve that goal she has developed several techniques that have filled the pages of her manuals “Marketing para escritores”, “Y tú, ¿qué marca eres?” and her most recent work, “Tu plan de visibilidad 40+”. As far as her most creative side is concerned, she is immersed in the promotion of her latest fiction novel, “Caída libre”, which goes on sale on September 13.
She has complemented her trajectory with various novels and her work in her own marketing agency, Manfatta, which she founded in 2000. Neus also works as a teacher for courses and lectures on personal brand visibility and she is a professor of various postgraduate programs in marketing and communication.
Is the personal brand a concept that has been born with the digital era or it has been always present?
For me, the brand is a imprint and people have always wanted to leave an imprint. Nowadays the concept is permanent. I think that it is like that for two reasons:
On the one hand, because the job market has changed and companies no longer guarantee lifetime contracts and we need to manage our own value proposition.
On the other, digital platforms offer us new channels to bring it to the attention of others.
How do you combine your personal life with the professional? It is difficult to separate them when you are your own brand?
The person is an individual, with its many facets. If the brand is the mark, it is of all the actions, personal and professional. The more coherent we are in our professional environment with our personal values, the clearer impressión we transmit.
Does personal brand have a gender?
I am particularly interested in the women’s brand and writers for two reasons. Because I include myself in both categories and because both share a characteristic: a visibility deficit. The causes are multiple. Among other, it should be noted that men and women use their time different. That is why I have encouraged myself to publish Curso de escritura para mujeres muy ocupadas
What can writers learn from the marketing world?
We writers have a double challenge: to overcome the process of writing and publishing.
Writing is an individual and creative act. Publish what has been written, as the verb indicate, is to share with others. And for that we need you understand how to make our work visible in a saturated sector.
We need to understand how marketing works because if they don’t see you, they won’t read you.
And on the contrary?
I would like to bring the writing closer to the marketing departments.
Writing is seen as an outdated capacity and, nevertheless, it had never been written so much.
Taking advantage of words is a great opportunity, especially as the semantic web progresses and we have to be understood by human beings and artificial intelligences
