The Alchemy of Holiday Marketing (Part I)

alchemy ingredients

In my last post, I introduced the idea that marketing—specifically marketing as regards self-published books—is a kind of alchemy. Alchemy, of course, has a lot of meanings or connotations, but we’ll be running with this definition from Merriam-Webster: “a power or process that changes or transforms something in a mysterious or impressive way.” Which then means that an alchemist is someone who is the agent of that transformation. Merriam-Webster, for the record, has some lovely historical notes on the history of the term’s evolution, including:

alchemy alchemist

You, dear author, are an alchemist. And your marketing plan can really benefit from approaching the process with that in mind. Alchemy is all about transformation, and transformation requires something to be transformed. Which begs the question (as we foreshadowed last week):

What do you have or bring to the table as an author that’s special?

The answer (which is, of course, “a lot”) shapes what comes next. All authors share the same fundamental ingredients: a manuscript (published or yet to be published), a method, and a vision. But each of those three components will be shaded by your personal approach, interests, and unique voice. And they are the base material upon which your marketing must perform its alchemy in order to introduce your book to its ideal readers.

This is where I recommend taking a leaf out of the bullet journaling page, or out of accounting’s reliance on spreadsheets. It doesn’t particularly matter what medium you use to take stock, but take stock you must, and create a baseline record of what you’re already doing. Sit down and diagram your day. What all bits and pieces of your day are related to the writing and marketing process? Do you already use social media for personal communication? How about email and newsletters and listservs? What part of your day or week do you carve out for creation, and the writing of new material? Once you’ve taken stock of several weeks in a row, you’ll start to see patterns emerge, and you’ll get a good sense of what the outliers are. (i.e. Maybe you spend one whole day browsing Netflix because you’re bored or frustrated and need escape. That’s fine … but that’s probably not a typical day. It’s an outlier and while you must make allowance for the ongoing existence of outlier days in your life, you don’t want to let them define or move your average.)

habit tracker

Many authors make the mistake of thinking that marketing is a one-size-fits all system, and that every recommendation made out there on the Internet will apply to their specific situation … and that’s just not the way of things, sometimes. Rather than starting with a list of marketing ideas and trying to apply them all at once or without alteration, start with your existing habits and see where you’re at, and what sorts of rhythms might work with your habits. You may already doing things that are the perfect platform for marketing, and you may already lead a life that makes certain marketing strategies redundant, inapplicable, or unlikely to succeed without significant cost (in time and energy as well as money). Diagram your days, make note of your habits, and then—only then—can you move on to the next question.

What is that question? Next week, we’ll get into it.

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

You are not alone. ♣︎


ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.


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