Don Winslow, writer of several novels and soon to have two movies based on his work ( one of them with Robert De Niro as a staring role), asked me to create his web presence.

Don Winslow's main concern is not sales (he's already a best seller with his novel (Power of the Dog)), nor does he really feel that a Web Presence is required for his fan base. What Don Winslow is mostly concerned with is another writer, whose name is also Don Winslow.

The trouble begins when a college or book store would like Mr. Winslow to come out to their campus, or place of business, and give a talk. They have read Power of the Dog, or Frankie Machine, and find his work engaging. Then they search the Internet to find out more about Don Winslow, and find another Winslow, who writes erotica (and not very good erotica). It is the type of erotica that would offend Henry Miller, and Anaïs Nin. While it may not offend the person inviting Don Winslow, it does put them off inviting him to their school.

While Mr. Winslow and myself have no problem with rights to free speech or even making a living writing what many people find to be entertaining, he would prefer to not to face an interrogation every time he goes on book tour.

So the challenge here is not only getting to the Top Ten, but also insuring that for the Top 20, the other writer's listing is not present. Since I'm not a "Black Hat" this takes some diligence in the persuasion of the web bots.

Don Winslow has several novels on the shelves and continues to be an active novelist, so this helps a great deal. What I find most effective in cases like this is Blog entries, forum comments and other passive marketing techniques, which continue to bring Don Winslow into the eyes of readers, along with the titles of his books.

It is not necessary to create "links" to his web site in these entries every time, nor is it necessary when creating links, to link directly to his web site. Linking to Wikipedia, Amazon.com, BN.com, or articles written about Don Winslow and his novels, are often more effective, because it builds a base of preference -- Which is my goal. When someone searches for Don Winslow, I want to search engines to prefer to show Don Winslow the Novelist and author of Winter of Frankie Machine, rather than Don Winslow author of ... something else...

Using passive marketing techniques has been the best method of book and novel promotion I've experienced. In the last three years I've helped many authors, (new and seasoned) promote their books with great success. It could be said that I'm building a bit of a specialty skill set in this area. Even Screen Writers like Shane Salerno have come to me requesting that particular events or works be promoted.

Not everyone needs the broad base Internet Marketing skills I have brought together as a complete service, and it is quite a bit of work and a bit expensive, but those who are serious about their Internet Presence find my service well worth the effort.

Posted by Glenn Hefley in Glenn's Desk