Not the least of these is that marketing somehow cheapens writing or other creative work. Many writers, artists and other creatives avoid marketing like the plague — as if it will infect all other aspects of their work.

It’s understandable that so many writers think this way; a lot of the advertising that we see every day is far from appealing, and the industry has earned a bad reputation for brainwashing people, being sneaky, and generally causing trouble.

But the truth is that all that stuff is NOT what marketing is really about!

Without marketing — real marketing — no one would be able to make a living writing, share their story, or gain new fans and followers. (Click to tweet this idea.)

Marketing is much, much more than running an ad or a television commercial, or selling yourself long and hard, and marketing isn’t sleazy! You can do it ethically, honorably and effectively, to tell people what they need to know for them to want to read your work.

What marketing is NOT

What is it that keeps so many writers from really getting out there and promoting themselves? Primarily, it stems from a huge misconception about what marketing is, and what it means to do it.

The fear (and it’s an understandable one) is that when you “market” your work, you have to ruthlessly promote yourself, and sell out your ideals to make a buck.

This couldn’t be further from the truth.

Marketing isn’t sales or advertising; those can be elements of marketing, but they’re far from the whole story.

After all, as an independent writer, you’re not going to promote your novel by taking out full-page ads filled with scantily clad women in the newspaper! You’re not going to have billboards on highways promising dire consequences for all who have not read your book.

Nor will you rampage through bookstores holding people at knifepoint until they make it to the cash register with your work, or fool people into thinking that you’re something you’re not.

Marketing isn’t about brainwashing or trickery; it’s about finding people who will be genuinely interested in what you do and what you have to say, and telling them what you’ve got for them.

Now, people can misuse marketing, but that doesn’t mean you have to. Marketing is only sleazy or unethical when marketers are. It’s not the hammer’s fault when it’s used to harm another person–and it’s not marketing’s fault when advertisers lie.

That same hammer, in the hands of a carpenter, can build wonderful things, just as marketing can help you build your audience, and readership.

What marketing is, and how to do it right

Okay, so now let’s take a look at how marketing can be used ethically and effectively to get your message to the people who need to hear it.

Let’s start with this very important assumption: you can’t make anyone do something they don’t already want to do.

Yes, it’s true, despite what some people think about marketing. Someone who hates yoghurt isn’t going to see an ad for it and immediately run out and buy a pint. It doesn’t work that way.

Likewise, a blog post about science fiction isn’t going to induce a die-hard western fan to go out and pick up a mountain of Star Wars fan fiction. It’s just not going to happen.

So what’s the point?

The point is that there are people out there who are dying to read your work–there really are! But they don’t know who you are or that they should be looking for you. It’s your job to let them know that you exist, and that you have stuff that they’d love to read! Marketing is what you’ll use to make that connection.

That doesn’t sound too bad, does it? Making connections with people who could be interested in what you do?

Now, let’s get a little deeper into this whole marketing thing. It actually has three distinct and important stages: Alignment, Attraction and Engagement. Briefly, alignment is about making sure you’re trying to connect with the right people, attraction is about getting their attention, and engagement is about building a relationship with them.

Now, these elements are necessary for all good marketing, but let’s look more closely at what they mean for you, as a writer.

What ALIGNMENT means to a writer

You’ve probably heard that you need to picture your ideal reader. This is absolutely true. No matter how brilliant a wordsmith you are, odds are that not everyone on the planet is going to be interested in your work. And if someone’s not interested, you don’t want to bother with them!

A big mistake that a lot of authors make is failing to really identify their ideal reader at all. It can be challenging to admit that there are people who won’t find your writing appealing, but let’s be honest. A 20 year old surfer dude and a 65 year old grandma of two might love the same books (that’s the beauty of things!) but they probably won’t.

You want to invest your precious time and money trying to make connections with people who are most likely going to be interested in your work.

 There is a specific type of person who is really going to “get” your writing–and you, as the author, have the best understanding of who that’s going to be. Spend time thinking about them, paint a mental picture of them, and imagine where they spend their time, what they do when they need something new to read, and who or what they consult for recommendations. That will be your way to them.

If you need some help getting started, check out this post about finding your ONE person–just replace the word “customer” with “reader”, and you’re good to go.

What ATTRACTION means to a writer

This part of the marketing process is actually the least important of the three, but it’s the one that most people associate with the word “marketing.” This is probably because it includes all of the things that people do in order to get themselves noticed.

Attraction is about getting out there and making yourself known: writing blog posts for popular blogs, sharing information on social media, taking out ads with Google or in print spaces (which I don’t usually recommend for writers, by the way), joining communities, or whatever. There are lots of ways you can get someone’s attention, and as long as it’s the right person, that is usually enough to start a relationship.

Now here’s the thing: this is only difficult if you can’t identify your target reader. If you can, then you’ll find that this part isn’t very hard. So if you’re struggling with getting attention, go back to the part about alignment.

Remember that you’re not trying to trick or fool anyone into buying your book. You’re alerting interested readers to the fact that you’ve got something amazing to share! This is information they want and will be happy to receive.

What ENGAGEMENT means to a writer

Engagement is what you do to help move a reader from knowing that you exist to buying and reading your work. Sometimes that’s as simple as, “Here is my book!” and they buy it, but sometimes it takes a little more, and that’s okay.

After getting someone’s attention, you need to get them to do something about it. Knowing about you isn’t the end goal; you want them to be reading you!

Invite people to join your mailing list so that you can offer them samples of your writing, talk to them about ideas, and keep them updated on your new projects. If your alignment is good, this will be appealing to a reader.

Remember that for every action you ask them to take, whether it’s downloading a copy of your ebook or writing a review for you on Amazon, you want to thank and reward them for their support with more value, interest and content.

It’s a cycle where you ask for something, provide something of greater value, and then ask again. Over time, a stranger you met through an advertisement or blog post becomes a loyal fan who tells all of their friends when you’ve got something new ready, and who buys anything you produce.

Okay, so where to begin?

Does all of this sound a little overwhelming?

Don’t worry–that’s okay. Marketing is a big topic, and you’re a writer first and foremost.

Some easy first steps are:

1. Consider carefully who your ideal reader is. If possible, look at your current readers and try to figure out what they’ve got in common. Do they tend to be mothers? Self-employed? Living in cities? That’s a great place to start fleshing out your reader profile.

2. Get involved in the communities on and offline where your readers hang out! If they’re on forums, join the forums! If they comment on blogs, comment on them too! If they go to the library, put up notices!

3. Plan out your relationship-building process. Once someone knows who you are, what do you need them to do? Do you want them to buy your book immediately? Do you want to build a longer-term relationship? What, other than your book, can you offer them to make a relationship with you sound appealing?

For a more detailed description of the stages of alignment, attraction, and engagement, check out my free Naked Marketing Manifesto.

Remember: you’re not doing anyone any favors by sitting around twiddling your thumbs and hoping that people will find and enjoy your work. Writing is not enough; you need to let people know you have something wonderful to share.

There’s no shame in giving someone all the information they need to make a decision. The only shame lies in never giving someone a chance to do so.

What have you done so far to market your work? Have you had any successes? If you haven’t done any promotion of your work — why not?

Sure, the web has democratized attention — but when everyone has a chance to make their voice heard — everybody tries and it can be tough to get anyone to notice.

But what if I told you that there were dozens and dozens of websites that are read by thousands and thousands of people looking for authors like you to write for them?

Would writing for an audience of tens of thousands make a difference to the sales of your book, perhaps?

Maybe it would help you get enough attention on your blog that you catch the eye of an agent or publisher?

Or maybe it will just help you share your story with more people?

Whatever your reasons are, the fact is you probably want and need to get your words and ideas in front of people who are really interested in what you’re doing.

Well, there’s a way to do all of that and more, without taking all of your time or any of your money.

It’s called guest posting, and it’s something that serious bloggers have been doing for years…

The Power of Guest Posting

You may already be familiar with guest posting, but in case you aren’t, I’ll run through a quick explanation of how it works.

You start the process by creating a list of blogs that your ideal reader is likely to frequent — preferably big, powerful authority blogs in your niche. Spend time commenting on different posts, making sure to leave interesting and valuable insights.

While you’re doing this, pay attention to what types of posts perform really well on each blog. How-tos? Exposés? List posts? Keep notes on the preferences of each blog as you comment and engage.

After you’ve left a good number of comments on a blog, reach out to the blog owner with a clear and concise email proposing a post, including your suggested headline, and a little information about what you’d like to write for them, who you are, and why their audience will appreciate it if they give you a chance.

If and when they accept, draft up the post, including a brief bio, and make sure to schedule some time on the day that the post goes live to answer your comments.

There are plenty more details, of course, but at the end of the day, that’s the guest blogging process — and if you want to learn more, feel free to check out the Write Like Freddy training program — almost a thousand bloggers have benefited from it so far.

Okay, enough about the theory. Where can an author or writer go to guest post?

Read on for seven of the best places to start your search.

1. Write to Done

Mary Jaksch is the chief editor of Write to Done, a space for new and experienced writers to share their experiences, knowledge and advice with each other. Write to Done is one of the industry leaders in this area, and so having a post appear there is a great shot in the arm for your credibility and exposure.

Some of the posts that have done exceptionally well on Write to Done are:

• How to Write Funny
• 31 Ways to Find Inspiration for Your Writing

Write to Done accepts guest posts frequently, but they have to be top notch! We’re talking about incredibly, unbelievably useful content — so peruse the guidelines and send your very best. Make sure to pay attention to the details!

2. Make a Living Writing

Carol Tice started Make a Living Writing to share her experience making a living as a freelancer. Using her extensive knowledge and experience in the field, she helps writers graduate from content mills and other low-paying markets. Make a Living Writing was named one of the Top 10 Blogs for Writers in both 2010 and 2012.

Some of the most popular posts on Make a Living Writing are:

• How I Make $5,000 a Month as a Paid Blogger
• Answers to 100 Freelance Writing Questions – Including Yours
• 113 Things You Can Do to Grow Your Freelance Writing Income – Now

To guest post on Make a Living Writing, brush up on writing strong headlines, and don’t send any finished articles — Carol only wants a proposed headline and an outline of the points that you want to cover. Keep in mind that her most successful guest posters are blog subscribers and regular readers, so sign up!

Oh, did we mention she pays $50 per guest post? Email Carol directly to submit your pitch. (Update: While Carol is no longer accepting guest posts from all writers, you may still be eligible if you’re a current or former member of the Freelance Writers Den or a student or graduate of Jon Morrow’s Guest Blogging course.)

3. Men With Pens

James Chartrand is the pen name of the founder/owner of Men with Pens; she’s a leading copywriter and professional blogger from Montreal, Canada. She has been featured in Forbes, Intuit, Newsweek, New York Times and the Huffington Post, and regularly contributes to top blogs, like Copyblogger.

Men with Pens focuses on the writing side of commercial marketing, customer perception, online businesses, problogging, and consumer psychology. It has been voted one of the Top Ten Blogs for Writers for four years running.

Here’s a sampling of the stuff that does particularly well on her site:

• How to Create a Workshop From Your Ebook
• 3 Simple Questions Your Website Should Answer
• How Not to Mess Up Guest Posting on Your Dream Blog

Your post should be geared toward seasoned writing professionals and should specifically address the subject of succeeding online with your writing, whether about copywriting, freelancing, entrepreneurship, or online marketing. The content should be useful — and although this should probably go without saying, it should be well-written. Affiliate links not permitted. You can read all of the guidelines right here.

4. Jeff Goins

Jeff Goins is the author of Wrecked and leader of a thriving blog community. Jeff explores why writers write, how they can improve, and how to get eyes on their work. Definitely not a blog you want to miss if you’re serious about writing.

Some of Jeff’s best posts are:

• The Discipline of Blogging
• Get More Followers by Breaking the Rules

Jeff talks about the importance of guest posting himself — so why don’t you send him a well-thought out pitch! Remember to include not just a headline, but also a few solid points you intend to cover, and a good reason why he should pay attention to you!

5. The Creative Penn

On the Creative Penn, Joanna Penn integrates her experience as an author, speaker, and online entrepreneur into her posts, creating a vast resource for people interested in writing, publishing (online and in print), and internet marketing and promotion for their books. Her blog features regular blog posts and interviews with authors and people in the publishing or marketing sphere.

Check out some top posts:

• 5 Ways to Get Your First Draft Material Out of Your Head and Onto the Page
• How to Publish a Book 101
• Help! My Book Isn’t Selling. 10 Questions You Need to Answer Honestly if You Want to Sell More Books

Joanna welcomes guest posts about writing, publishing, marketing or creativity, and favors articles which are useful or thought provoking. She typically accepts posts that are 500-1500 words in length, and an appropriate image must be included with your post submission.

Plan this guest post in advance; the current waiting time for guest posting on Creative Penn is three months! They say that good things come to those who wait, so get your pitch in now! (Update: The Creative Penn is not currently accepting guest posts.)

6. The Write Practice

The Write Practice is composed by Joe Bunting and Liz Bureman, and they are all about improving your writing skills and getting you published!

How do they do that?

They’ll make you practice, and practice and practice — because nothing else will improve your skills! With tutorials on common necessary skills, and inspiration for everyday writing — the Write Practice is a wonderful place to “see and be seen.”

Here are some of the most interesting posts from the Write Practice. Use them as examples, and try them yourself!

• Writers and Places: Does location matter?
• Why You Should Write About the Everyday

The Write Practice likes guest posts about how to write various genres, from poetry to journalism. Make sure to follow all of the guidelines, and be patient if it takes a little time to get a response!

7. The Renegade Writer

Linda Formichelli and Diana Burrell are the dynamic duo behind The Renegade Writer, and they practice what they preach: their philosophy is that to be a successful freelancer, you must do what works for you, rather than blindly following pre-established “rules” of the trade. Linda’s blog strives to encourage people to figure out their individual system of what works, and get them motivated to reach their writing dreams.

Some of their best performing posts are:

• How to Gain Control Over Your Freelancing Life
• 10 Productivity Hacks for Freelancers
• 3 Excuses That Are Keeping You From a Successful Freelance Writing Career

Guest posting on The Renegade Writer will also net you $50 in addition to access to their wonderful and engaged audience. If your post is published, you must be ready to promote it via social media and be actively engaged with readers in the comments. They prefer posts about productivity, motivation, query writing, tips on how to diversity your income, amongst others — and the higher the word count, the better! (Update: The Renegade Writer is not currently accepting guest posts.)

So there you have it — seven popular writing blogs that you should be writing for to gain exposure, credibility and excellent experience. Having relationships with these bloggers and their readers will have long term benefits for your writing career. So don’t hesitate!

Get out there and pitch!