Brand Tone

Approachable and Engaging, Passionate Storyteller, Informative (for authors), Genre-Specific

Brand Values

• •Imagination and World-Building
• •Storytelling Craft
• •Authenticity/Relatability
• •Independence and Control
• •Community Connection

Best Practices

• •Know Your Pen Name, Know Your Tone: When writing copy for a specific book, ensure the tone aligns with the pen name it's published under (e.g., more adventurous and broad for Michael W. Layne fantasy; darker, more suspenseful for M.W. Layne or Michael Layne thrillers). This is clearly stated as a deliberate choice by the author.
• •Weave in Personal, Relatable Elements: Continue sharing snippets about the writing process, inspiration (like local settings or his dogs), and personal interests. This humanizes the brand and fosters connection.
• •Engage Directly with Readers: Use questions in social media posts, respond to comments, and acknowledge reader feedback. This maintains the approachable and community-focused aspect of the brand.
• •Maintain Visual Consistency: Ensure that book covers, website design, and social media graphics align with the genres and overall brand aesthetic (e.g., epic visuals for fantasy, darker imagery for thrillers). The author already handles his own cover art, which helps with this.
• •Be Transparent About Different Series/Tones: Clearly guide readers on the website and in communications about what to expect from books under each pen name, reinforcing that this is done to help them choose books appropriate for their tastes (and age appropriateness, as mentioned for M.W. Layne).

Social Perception

Readers generally perceive him as a skilled storyteller in the fantasy and thriller genres. They appreciate his ability to create detailed worlds and engaging plots. His use of different pen names is noted as a way to guide readers to the type of story they prefer. He is seen as an approachable, hardworking author who is passionate about his craft and enjoys interacting with his audience. His love for his dogs is a frequently highlighted personal touch. Within the Ashburn community, he is recognized as a local author who creatively incorporates familiar settings into his dark fantasy series.

Copy Examples

• •(Facebook/Instagram Post - Engaging/Approachable for Fantasy): "Ever wonder what happens when science and sorcery collide? 💥 My writing buddy Baloo (chief barketing officer) and I have been deep in the world of 'The Science of Magic,' and let me tell you, the sparks are flying! Grab your copy and let me know your favorite magical theory! #FantasyBooks #EpicReads #AuthorLife #DogsOfInstagram"
• •(Email Subject Line - Intriguing for Thriller): "Your Next Sleepless Night Awaits... Dare to Open?" (Body hinting at the plot of a new thriller by Michael Layne or M.W. Layne).
• •(Website Pop-Up - Welcoming/Informative): "Welcome, fellow adventurer! New to the worlds of Writer Layne? Sign up for our newsletter and get 15% off your first book – plus exclusive updates, behind-the-scenes peeks, and maybe a picture of the doggos (our real inspiration!)."
• •(Ad Copy - Direct/Genre-Specific for Urban Fantasy): "Ashburn has secrets. Dark ones. M.W. Layne's 'Ashes Still Burn' series uncovers the magic and monsters hidden just beneath the surface of a town you thought you knew. Ready to see your hometown in a terrifying new light? #UrbanFantasy #DarkFantasy #AshburnVA"
• •(Tweet/Short Post - Community Focused): "Huge thanks to everyone who came out to the [Local Event Name]! Loved chatting about all things fantasy and thrillers. What book should I bring to the next signing? Let me know! #AuthorEvent #BookSigning #ReaderCommunity"