The Pains of Self-Promotion

19 07 2011

Nathan Bransford is  a former literary agent turned children’s book author and everyone interested in writing and publishing should be following him. His blog is filled with insights about writing, his archives full of advice about querying agents, and his audience very knowledgeable and delightfully opinionated. He’s also had quite the busy week since he posted something to promote his book, Jacob Wonderbar and the Cosmic Space Kapow. His readers pounded on him pretty hard for this piece of self-promotion and he took his post down. Though I’ve never personally been in a situation where I’ve had the entire internet jump down my throat over something, I can imagine how he felt and I can imagine it wasn’t very good. As others on Twitter reminded him, the people who have a stake in the matter and the people who are actually in the know about these things, i.e., the experts, the fact is that it’s his blog and he should feel free to post what he wants in the manner he wants. Further, if he doesn’t promote his book, who will? Now the post is back up along with another on the nature of self-promotion and it’s to this one that I’d like to contribute my feelings on the subject, primarily from the point of view of a consumer, but also from someone who has also had to promote himself at times, someone who understands that necessary evil from a lot of different perspectives and as someone who tries to see things from the author’s perspective and how difficult it can be to not only get a book written, but to get it sold.

Right now, the nature of book publishing is changing dramatically. More and more books are being published and publishing houses are doing less and less of the promotion. Their budgets are stretched so thin they can only really promote the books that are already guaranteed bestsellers, so that if you’re one of the ones lucky enough to have a book coming out with an agent and publisher and the entire traditional path, you’re most likely going to see next to nothing done to sell your book beyond its distribution and the most basic of marketing. Self-publishing, which is now and will increasingly challenge the traditional modes of publication, is entirely reliant on the authors to promote their own works.

The problem, of course, lies in the fact that nobody likes to be overtly marketed to and authors in general tend to be somewhat clumsy about actually doing their own promotion; it’s consistently referred to as the thing they’re least comfortable doing. The stupidity of it all is that we as consumers are marketed to all the time. You’re hit with advertisements everywhere you go, all day long, from faceless companies selling products that you probably couldn’t care less about. And the funny thing about it is that we don’t really complain about that at all. But the second a small voice squeaks out and says, “Hey, I wrote a book, would you be interested in buying a copy?” out come the pitchforks and torches. Why is it that we’re totally okay with companies we don’t really like bombarding us with marketing, but we refuse the same to authors whose works (or at least the idea behind those works) we love? Because we’re all jerks, that’s why. We love to kick the underdog. We need to quit that.

The other half is that authors really do stink at marketing and promotion. They’re the worst at it, which is extraordinary because they already possess all of the tools they need to be fantastic at it but somewhere along the lines it all misfires. I mean, think about it: they can write well, they’re generally capable of empathy and seeing things from multiple perspectives, but a teensy bit of self-consciousness about the prospect of promotion causes them to fumble. Ask one to promote someone else’s work and they’ll do so with gusto and flair. Force to promote their work and you get: “Eeep…. my book you buy please? I no eat have in 16 days.”

That’s why I think authors should really take the time to read up on the subject and become comfortable doing it. It’s going to become more and more of a reality for them, so might as well. There are scores of books on the subject and many of them quite good at demonstrating what I think already most authors know but could stand to be reminded of. Because there is something good about marketing, too. It’s not monolithic evil, even if it’s the dark side with which we’re most familiar. Good marketing and promotion puts good products and good writing in the hands of the people who’d get the most out of it but would be unlikely to find it any other way. If you feel good about a work you’ve written, you’re doing a disservice not getting it out there. There is more to it than just “look at me” and actually, by having a popular blog and a trusted following, Nathan has already done it. If I could recommend a couple books, I’d read anything by Guy Kawasaki (Enchantment: The Art of Changing Hearts, Minds, and Actions would be a good choice) or Bob Gilbreath’s The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning or read Seth Godin’s blog. None of those addresses the specifics of marketing a book, but I consider that a feature. These are the guys who understand marketing at its most simple and I think most authors are capable of extrapolating from that a strategy to market themselves. Maybe at the least they’ll see that marketing isn’t the dark side.

For what it’s worth, I think everyone should read a couple books on marketing, not just authors. We’re all engaged in self-promotion all the time to a greater or lesser extent and if you’re not comfortable with saying anything good about yourself and what you can do, well, you’re probably going to have a hard time at your next job interview. So, maybe don’t read those two books which are a little less helpful in that regard but read something else and read Seth’s blog for sure. It’s all about realizing the value that you have in yourself and in the work you do and that you’re doing a favor to others by giving them the opportunity to be aware of it. Don’t just make it about money. We’re all more noble than that.

Finally, there’s the contingent that refuses to think that any promotion at all is unnecessary and is, in fact, harmful. To them, I kindly say “stuff it.” They don’t understand and they’re the exact reason you can’t just count on word of mouth or the quality of good writing to rise to the top simply be virtue of its awesomeness. The universe does not, in fact, take care of anyone that way and it’s exceptionally naive to think it does. One of the comments on his post actually said that. It also said that he should either charge for his blog or shut up, also known as a “false dilemma” in informal logic. I can’t stand people like that.

This, by the way, again reinforces in my mind the reason we should put more faith in the experts, those with authority, even at risk of being labelled “elitist.” The trained critic, not the Amazon reader comment, I think has the best chance of being our expert promoter of fine writing in the future, but I think that’s a discussion for another day. Suffice it to say that there are too many works and too many voices out there and it’s a sea of noise. Careful promotion that peeks out above the water has the best chance of getting the word out about the great works out there.




10 responses

19 07 2011
Dan Phillips

“Ask one to promote someone else’s work and they’ll do so with gusto and flair. Force to promote their work and you get: ‘Eeep…. my book you buy please? I no eat have in 16 days.'”

That alone was worth the price of admission. My late father told me about his short-lived career (probably like in the ’20s or ’30s) as a door-to-door magazine salesman. His pitch was, “You probably don’t need another magazine, do you?”

I am cut from that same cloth.

19 07 2011

Thanks, I’ve got to confess, I’m a bit that way myself and it takes getting into a different mindset before any promotion can take place, for sure.

13 08 2011

I know that all you say is absolutely true, but I can’t help resenting the fact that “marketing” is now part of my job description! It’s a completely different kind of writing, and, if my best writing (viz., my fiction) can’t get any attention, what hope is there for my worst kind of writing (viz., bragging about my fiction)?
But hey, here’s a solution: how about if everyone promotes the works of their writing group members? If I’m in a writing group of 3, that would double the number of people talking up my work! I just need to get them online.

13 08 2011

Hi, Eli! Good to see you again! 🙂 I’ve been blogging so infrequently due to my new job, but I’m glad you still come by.

Honestly, I think that not just promoting works of your writing group members, but any works that you feel spoke to you is always the best policy. As for promoting your own, Jenny below gives good advice in saying that you shouldn’t proceed in any way that you don’t feel comfortable. I think she’s got a very good point there. There are other ways, as she says.

13 08 2011

I truly believe that the best kind of marketing is not to. That doesn’t mean you shouldn’t get the word out–you should. But I think the best way to do that is to be an active member of the writing world, in particular the one relevant to your genre, weigh in on other topics, value add depending on what personal knowledge and interests you bring to the table, be good to both writers and readers, show your interest in humanity…and then people will find your books. If they like them, they’ll read them. If they don’t, telling them you have another review up won’t cause them to.

I know there are exceptions–and some people are really great at self-promotion, so if you’re one of them ignore the above. But if you, like Eli, feel that it just isn’t “you,” don’t despair. There are other ways to get the word out.

13 08 2011

I think you make some good points there. If I can condense it a little, and I might be getting it totally wrong, I think you’re also cautioning round-peg-shaped people against trying to fit through square holes and I think that’s solid advice. My thought is that I think marketing gets a bit of a bad (read: unfair) wrap a lot of the time, so we should work on changing that perception, albeit I’m with you in that it shouldn’t necessarily be overt, in-your-face marketing. I think that’s intrusive for just about anything, be it books or tupperware. What my worry is that too many just believe that the cream will always rise to the top and good writing will be recognized on its own. I think that’s a nifty ideal and I wish it were true, but I just don’t believe it.

13 08 2011

I also respectfully disagree, I who am having to promote not one but two books as my first-time-ever. So I speak with all the sage wisdom and experience of being a Published Author for, er, about three weeks. So harumph, and here we go:

Odds are, nobody is as enthusiastic about your book as you. That’s the bottom line. Even friends, odd as it seems, may not “get” how much it would mean if they weighed in with enthusiasm about your books and talked them up.

It would be lovely if your publisher ponied up the money to make a nice trailer for your book starring Brad Pitt or someone, but unless your first name rhymes with “Peven” and your last with “Ping,” economy’s hard all over, and it probably won’t happen. So you bubbling with contained enthusiasm, and dropping contentful mentions here and there, is probably a really good idea.

Of course it’s one of those Scylla and Charybdis situations, though, isn’t it? Here I do speak with experience. I write at a high-traffic blog, and we had this poor soul whose name I’ll totally change to Zooti Varflemann, who would plug his self-published book no matter what we were talking about. So he made himself a joke — and none of us wants that. I mean, people (including me) would say, at every mention of his name, “Hey… didn’t he write a book or something?”

In sum: promote tastefully as if it depended on you, because it just may; but beware the Zooti Varflemann Effect.

And if you do have enthusiastic, bubbly, tell-all-their-friends readers, thank them and thank God.

13 08 2011

Totally agree on not needing any Zooti Varflemanns, though now I fear that name’s going to stick with me. Thanks for that!

13 08 2011

I’m here to serve, Rob.


13 08 2011

Addendum: I’ve done one radio interview, and am scheduled for another. If I may, allow me commend a good article on prepping for such interviews, after one apposite quotation:

“Writing a great book is half the job. The other half is embracing your role as the book’s chief spokesperson. If you do this well, you have a chance of creating a long and successful writing career.”


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