I started writing this post over a year ago, and have been sitting on it incomplete for a long time. I feel that in the age of Kickstarter and stretch goals and the frenzied changes to publishing and creation, this is more important than ever. But finishing this post has proved troublesome, so I'm throwing it out as part post, part series-of-notes. Maybe with some discussion I'll rework it into a revised post.
Announcements are fun. They generate buzz and good feelings. So it is tempting to announce many things and announce them early -- and also to announce things to "mask" bad news or to cover up a slowness in your production schedule.
But every announcement is a promise. Some announcements have more promise than others -- literally and figuratively. Typically, the further in advance an announcement is, the smaller and vaguer the promises are.
Every single announcement you make creates, to using Getting Things Done terminology, at least one "open loop." It creates at least one -- and usually many more -- questions that can be asked of you. Each announcement, then, creates more work for you, beyond the actual work in building the project. It also adds more of a mental toll and will wear you down if things don't go well. There are few things more frustrating and demoralizing than explaining to someone -- a customer or some sort of business partner -- that a project has slipped.
If you have six different upcoming projects announced, there are going to be fans who only care about one of those projects. They may have cared about projects A and B, but now that you've announced projects C, D, E, and F, they have fixated on project E. Anything that doesn't relate to project E no longer matters. Not only have you created an un-ideal business situation (You want them to care about all six projects, not just E!), but any time you post a status update for any of the projects that aren't E, you'll be greeted with the question: "But what's up with E?!?" -- and even though that question can be read in a flattering anticipatory way, it can also be frustrating to have spent time and effort on a project to have someone dismiss it with their desire to see the next project.
I, and companies I have worked for, have made every single possible mistake when announcing projects. Here are some of them:
- Announcing something at a time that takes attention away from another upcoming project. If you are planning on releasing a new book on January 15th, announcing on January 8th that will be releasing an entirely different book in August is likely to reduce attention on the shortly-upcoming title.
- Announcing too many things at once, making none of them seem important.
- Making announcements too complicated. A complex announcement should be structured in a way that broadly introduces things, then narrows focus to talk about specifics, and in the end sums up the announcements and leads to a call for action (preorder a book, vote in the ENnnies, etc.) If you give people too many choices, they are more likely to make the simplest choice, which is to do nothing!
Here's some ways to do it right:
Announce consistently. Establish a list of standards -- information that you must know before you announce something, even if that information is not yet disclosed. Do not make announcements that are out of scale with the size of the project; t-shirts going on sale is not the same weight as signing a well known author to a three book deal. If you shout from the rooftops about everything, people will stop paying attention. Establish a plan for how you propagate your announcements through your social networks and try to point people towards your "home base" -- probably your website, but perhaps your Facebook page, etc.
Don't make major announcements in a row without actually releasing something, even if that something doesn't relate to those major announcements. Too many announcements looks like vaporware.
Anticipate questions you will be asked and answer them in the announcement. If the announce/situation is complex, you may want to include a FAQ in the announcement, or have it at ready to dole out as necessary. Quickly update your post (new info where necessary, note at top linking down to change) if necessary.
Proofread that bastard. Three proofreaders, every time -- looking for spelling, grammar, wrong/outdated info, bad hyperlinks, etc.
If you are correcting misinformation, do not repeat the misinformation. Especially when posts are often only seen in part (people skimming, partial RSS feeds, those awful previews on Facebook) you don't want to raise the chances of people seeing only the old information. State the correct information, don't repeat or restate any incorrect information.
Don't give people a chance to hop away from the announcement too early.
If you are working with a partner, licensee, etc, give them a copy of the final announcement as soon as possible and let them know when you plan to post it. They can help propagate it, and won't accidentally spread misinformation.
If this were a finished article, it would have a conclusion. Help me write it?