If money is tight and you just can’t hire a professional photographer, read up on the basics of photography, find a friend with a good camera and try to capture a good, professional-looking shot.
If you are someone who really doesn’t want your picture all over the world for privacy or other personal reasons, you do have other options. Instead of hiring a photographer, hire a graphic designer and ask them to create an author logo that is designed to be uploaded in place of your profile picture. Make sure the dimensions and file size will fit the requirements of various sites.
Good examples:
The following are the links to what I consider really good examples of a properly developed and communicated USP. As you peruse the examples, pay attention to how the brand is communicated both in word and visual imagery—how each component supports the other. Obviously some sites have a lot of money dumped into them in the form of functionality and custom photography, but the most important components, the brand relevancy, copy and images don’t have to cost much. And, while some of these sites are huge, as an author, you only need one that reflects your brand and makes it super easy for potential readers to access your books.
Author Dan Brown
You’d be surprised at how many best-selling authors have TERRIBLE websites. It was actually difficult to find good examples for you. However, I did find a few. Dan Brown was one of these exceptions. In his very simple site, he stays true to his brand and provides everything a customer needs to learn about him and his books.
http://www.danbrown.com/?authorkristenmarie
Author Eckart Tolle
At this point, this guy is a commercial machine. However, his site remains one of the best author-related sites when it comes to communicating his brand. His light and airy site is peaceful, simple and conveys what he is all about.
http://www.eckharttolle.com/?authorkristenmarie
Saddleback Leather
Saddleback Leather isn’t an author or a publisher, but it is a good example of consistent branding. You literally live and breathe the brand with every image and section of web copy. Thanks to strict adherence to its USP, the Saddleback Leather site is as much an experience as it is a sales tool.
http://www.saddlebackleather.com/?authorkristenmarie
Mast Brothers
Also not authors, these artisan chocolatiers go so far as to dress up like craftsmen of old to convey its message of quality and commitment to traditional methods. Now known world-wide, these guys live their brand and are a perfect example of a properly executed USP. The site is simple and easy to navigate, but where it really shines is in advertising and PR. Take a peek at the press section to get an idea of what they have done so far. It’s great!
http://mastbrothers.com/?authorkristenmarie
http://mastbrothers.com/press?authorkristenmarie
Chapter Summary
•You are the product your readers buy.
•Customer trust is the key to long-term success.
•Write a thoughtful USP that demonstrates your personality and your promise.
•Make your USP the foundation of your brand.
•Nothing is more important in building your brand than the consistent quality of your books.
•Communicate your brand with consistent color schemes and design that reflects your USP.
•Infuse your brand into your copy with a voice and tone that supports your identity and then keep it consistent across your various media.
•Invest in a professional headshot/logo that will perpetuate your brand across the Internet and other promotional literature.
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