Today, as I intimated in my post for last week, I will be examining our tenth and final marketing misstep. We’ve examined nine others in rapid succession over the last two months, with root causes ranging from ignorance to self-absorption to poor logic. But the common thread is, of course, personal experience. I’ve seen people make all of these mistakes–and I’ve made a few of them myself! These pitfalls are easy to avoid if we know what they are and why they’re a problem, but they’re equally easy to stumble in to if we’re not actively working to avoid them. Whether or not you’re a veteran self-publishing author or brand-new to the field, the most important thing you can be doing for your marketing campaign is reminding yourself to invest your time, energy, and money wisely.
The Missteps So Far:
- devolving into a self-centered campaigner,
- confusing the sales message with the marketing campaign,
- waiting till the book is done to start marketing,
- designing your own book cover,
- printing anything other than on demand (POD),
- taking it personally,
- failing to ask “what’s next?”
- not finding your people, and
- thinking: “Aw, but these rules don’t apply to me!”
This week’s misstep is, as you might expect, in line with the general trend of the last few weeks. Which is to say, it’s a misstep that has its root in a disconnect between knowing what self-publishing means and really knowing what self-publishing requires. The misstep?
Forgetting to Party (Hard)
Look, it’s simple: if you’re not having a good time while marketing your book, no one else will. Readers are drawn to the authors who love what they do, and let their enthusiasm for their book and their life as a self-published author seep into the margins of everything they do. We can thank the rise of social media for this, perhaps, and digitization in general because readers now have more access to more details about the things they care about than ever before. Whatever tweet, Instagram picture, Facebook post, blog, or Youtube video they stumble across is part of a whole–it helps them build a full picture, a context, for your work.
Excitement is like sneezes and the mumps: it’s contagious! If you adopt a joyous, positive, “you first!” mentality while carrying out your marketing, that attitude is guaranteed to rub off on your future readers. (And capture more future readers’ attention, to boot!) Positive thinking begets positive thinking, and your readers will feed that back to you in the best kind of positive feedback loop!
Approach your work like you would a holiday party. Your marketing process is a celebration of your dreams and vision, of Art (with a capital “A”) and all that is good in live. Your job is to invite everyone you know and everyone you want to know to the party, then get out of the way so they can enjoy the main event. If it’s a rough night and you’re not feeling up for rabid enthusiasm or passing the pretzels, it might be a good night to double down on the things you do enjoy, and save the rest for a day when you’re ready to meet the world. But I’m betting, like any good holiday party, you might feel some trepidation about diving in to the marketing process–and that’s fair–but once you’re in the thick of it, chugging cider and swapping stories with friends and strangers alike, the world will look all the brighter.
Thank you for reading! If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at firstname.lastname@example.org. And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠
|ABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com. 10:00 AM|