Beauology 101: Comic Books: True Romance

Beau Smith-Your Host To The Party!

Beau Smith-Your Host To The Party!


by Beau Smith

You would think that with all the wonderments of technology and social media improvement that marketing comic books would be much easier and better than it was in the 1980s and ‘90s. In my never humble opinion, it’s not. The art of marketing and selling comics from a publisher’s standpoint is being lost.

It’s true that the average comic book reader is offered more distractions with the same mentioned internet, but that is no excuse for publishers just to throw things out there. I’ve been writing and creating solicitations and marketing for comic books for over 25 years. The craft of letting the readers know what is coming out, going on, and changing in their monthly comics is decaying. This applies to not only mainstream comics, but the Indy circuit as well. Yes, I know all too well that there is not much space for a lot of text. I understand that all too well. That becomes the challenge, not the excuse. If you are in marketing or the creator of the book, then you must use those talents to get the message across with simplicity as well as excitement, and I don’t mean dumb hype.

You’ve got to remember that you are writing this not only for consumers, but for retailers as well. Back in the day, Stan Lee did a bang up job with short, dead on summaries of what was coming up in Marvel Comics with his Marvel Checklist that appeared in the Marvel Bullpen Bulletins Page ever month.

Marvel Bullpen Bulletin Page 1969

Marvel Bullpen Bulletin Page 1969


Example: Marvel Bullpen Bulletins Page August 1969:

X-Men #58: The sinister Sentinels seem on the verge of total victory over Earth’s mutants—Then enter, The X-Men, and the mysterious man called—Havok! It’s a brain blaster.

As you can see, the title, issue number, mention of the conflict and debut of new character are all included. Readers and retailers will know that a new character is being introduced, that’s excitement and possible collectability and on the retail end, all in just a few short words.

"CONVERGENCE- DC Comics. Is This A Party You'll Want To Attend?"

“CONVERGENCE- DC Comics. Is This A Party You’ll Want To Attend?”


Today, Marvel Comics has finally switched back to this sort of solicitation slant with their books and from a consumer as well as retail point of view, this is very welcomed. DC Comics on the other hand is a little more complex, as shown in the recent release of a video by Dan DiDio trying to explain the latest upcoming endless event Convergence. After watching and listening to it, I felt like I was seeing a dog chasing its tail. You don’t know why it does it, and the same could be said for the dog. I didn’t quite understand the purpose of Convergence, which led me to think I might not want to try and read Convergence. If you feel the need to make a video “explaining” a book or event, then that is a red flag in a landscape of white. Rumors, and note that I say rumors not established facts, is that there has been a lot of turmoil and confusion on this event from the beginning including title changes, creative changes and confusion from the bulk of the creators trying to understand what DC wanted them to create. If the creators don’t understand the mission then that’s an even bigger red flag unfurling. It’s hard to get readers to salute a flag like that.

Batman #194-The Invitation To The Party Within.

Batman #194-The Invitation To The Party Within.


In speaking with editors and fellow marketing folks, it also appears that cover design for comics in general has hit a snag. One told me that it feels like they’ve run out of ideas for covers and that all the cool ones have already been done. That was almost the same thing said in a Rolling Stone interview a few years ago with a young, up and coming rock star when he was talking about trying to write new songs. He said the good ones were already taken.

"Captain America #111-Your Second Invitation!"

“Captain America #111-Your Second Invitation!”


When writing solicitations for comics, you have to keep in mind you’re not writing the next great novel, you’re writing a short story ABOUT the great next novel. When you’re designing a cover, you want it to be the invitation to the party within. There should be just as much pride in writing great solicitation copy as there is in writing great comic books. It’s the business end and just as much thought should go into that as the creative. Go through a Westfield Catalogue or Diamond Previews and take the time to read the solicitations. Note the really good from the really average and bad. If I’m a reader, I want it to grab my eyeballs and mind. If I’m a retailer, I want it to look and sound like money being exchanged. It does take time and care, but if you don’t have pride in the job you do, then you can always dwell in your parents basement and live up to the terrible stereotype that the media loves to make you out to be.

I understand that comic book solicitations isn’t the sexiest topic for a pop culture column, but it really is important and one that more folks, especially publishers, should pay heed to.

When you are deciding what you’re going to buy every month, think about the words that you’re reading and what makes you want to buy that book. If it’s just the title of the book or because of habit, then you also need to look a little harder at how you’re spending your money.

I don’t have a beef with comics, I have a love affair with them. So from time to time, I write columns like this one to try and protect that love affair. I want you to buy good comics that you enjoy, not bad ones that’ll cheat on you.

Ever the romantic,

Beau Smith

The Flying Fist Ranch

www.flyingfistranch.com

 

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