Diversify or be Damned
Wed, 13 Aug 2008
Harriette Wilson was a sex celebrity. Her published account of doing the dirty with royalty, aristocracy, and miscellaneous married men was a 19th century version of Heat magazine’s exposés. Only bigger. The Duke of Wellington called her bluff. When told she intended to publicly tell-all, he bellowed “publish and be damned!”. She did. Her book was a best seller.
Harriette Wilson was smart. If she were around today she’d still publish in traditional media, but she wouldn’t stop there. She’d read the tea leaves at the bottom of her cup of Lapsang Souchong, finish the pink paper and diversify.
Why? Because Harriette knows she’s a brand not a book. Before rising from her breakfast table, she tweets a witticism to her website. (Facebook? No. Bespoke.) She debates mainstream print versus the bijoux top end of publishing. But a book is only the beginning. Offsetting financial exposure is critical for her sustainable business model.
Harriette’s print world and web world link and are mutually supportive. Her website is always fresh. Doesn’t matter if her content contribution is minimal. Fan forums take up the slack. Harriette gives away content. Like Mp3 download teasers so fans can listen to her read selected book passages wherever and whenever they like. For free. Harriette believes in a “give to get” marketing philosophy because she knows a meaningful percentage of the “getters” will return the favour and buy.
Harriette’s fans want to be part of her community. Not just online but live. So Harriette partners with promoters who help ally her brand to an event. In the 19th century she’d be limited to a book reading. In the 20th century she might get a book tour and a seat on the sofa next to Oprah. In the 21st century Harriette still wants Oprah’s endorsement, but she wants to go off-road and offer more. Her branded live event will be multi-layered and appeal to a wide public. The friends, family, partners, and children who might not be interested in (or allowed to read) her book, will want to attend the live event because the organisers will consider their needs too.
It started with a book, but it doesn’t end with the physical printed page. Harriette’s publishing story has a universal message. One that matters even more now that a financial freeze is upon us. (Credit crunch?! Please. Too tame a phrase for the seriousness of the situation. Watch Jim Cramer on CNBC last summer for a scary eye-opener.) Heed Harriette’s lesson. Diversify to survive.
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