I must admit straight off that the title to this post is a tad misleading, as it is not so much about writing as it is about everything that comes with it – at least if you’re writing for publication. And seriously, there are days when I want to chuck it all in. Not the writing as such – I don’t think I can chuck it in – but the sheer slog of spreading the word about my books is, at times, borderline exhausting. Plus, I am way out of my comfort zone here, having little idea what will work and what won’t. Even worse, sometimes what works one day falls flat on its face the next time you try it. Very disheartening, putting it mildly.
I believe most writers experience some sort of passion over their writing. Okay, so some crank out like three books a year that are formulaic and a tad repetitive, but even these authors probably experience moments of passion for their craft. I also believe very few authors enjoy the promotional side of things. First of all, it steals time from writing. Secondly, few authors are entirely at home discussing targeted ads and punchy one-liners. Thirdly, many of us writers are uncomfortable with the commercial aspects of writing.
Now, if the writing is done purely as a hobby, marketing your book is not a must. Maybe it suffices seeing it up there on Amazon, maybe holding a couple of copies of the book is enough. But for most writers, it isn’t. We want sales & reviews, some sort of recognition as to the merits of our work. Pretty silly, really, as what one person thinks is a great read, another may very well throw at a wall.
If you want to sell, you have to promote.
“Ah,” someone may say, “that only applies if you’re self-published.”
Nope. It applies to ALL authors. Publishing companies don’t exactly spend tons of money on all of their releases—they can’t afford to. Instead, they’ll concentrate their marketing efforts to the books they expect will sell really well, while their mid-list authors and downwards are expected to contribute to their own promotion.
Ironically, this means a lot of promo money is poured into books that don’t need it. Take Diana Gabaldon as an example: She publishes a new book and it takes on life of its own, snowballing through the sales ranks. (Having said that, Ms Gabaldon is an active tweeter, thereby maintaining a strong & growing platform. See? She too invests time in promotion!)
If, like many writers, you’re the ambitious sort, the one who wants to see your sales ranking improve and the reviews coming in, there’s no way around it: you MUST promote. But how? Ah, therein lies the question, does it not?
Blog tours help to create a certain buzz—a short-lived burst of interest that the savvy writer can milk for some months afterwards by reposting guest posts and reviews. Or you can do ads. Yup, write your own “copy” and put up FB ads or Amazon ads or BookBub ads. Not as easy as it sounds, but, I believe, relatively effective—assuming you’ve analysed your targeted audience, your targeted markets, your comparable authors. I.e. successful ads require a lot of work—yet another time thief, eating into precious writing time.
Mind you, all promotional activities take time. But there is no such thing as a free ride in a marketplace which sees millions and millions of new releases on a yearly basis, so either you promote or you drown in the deluge of books. Now and then, drowning seems the better option…
Alternatively, the happy writer concentrates on just that: the writing. Forget about publication, ignore the call of the market. No need to promote, no need to worry about pleasing anyone but yourself with your writing. I’m not sure I’d be able to do that. I need that ephemeral recognition, some sort of verification that what I write has the capacity to touch my readers. And so, dear peeps, I must bow to the inevitable: I write, therefore I promote.