The Alchemy of Holiday Marketing (Part II)


Several weeks ago, 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 are now semi-officially running with the Merriam-Webster definition of alchemy as “a power or process that changes or transforms something in a mysterious or impressive way.” We spent some time during the previous post examining this definition further, as well as its historic inflections and how that translates into focusing on what makes your writing and method special.

This week, briefly (because it’s Halloween!),  we’re going to take a look at that guiding question, “what’s next?” After all, if you’ve been following along with our previous posts, you’ve already diagrammed your daily habits and figured out what marketing strategies you’re already doing, or which your existing schedule makes easily possible.

Next, it’s time to work on the hard part: making room for more marketing.

I call this the “hard part” because this is where several different things can happen: you can either go too far, or you can go not far enough. Both are common problems, and the key is to use the descriptive work you did in the previous post as a guide here in the proscriptive part of the process. Instead of just shoving one-size-fits-all solutions into a life that’s already crowded with precious activities, habits, and routines, you have to introduce new habits carefully, like when you bring home a new cat to meet the cats you already have. (It’s Halloween; you can let me have this one weird cat metaphor, right?) You do so gradually, with an eye for sustainability, and with respect for the cat, schedule, and skills that are already in place.

There’s no point introducing something if it just won’t work with who you are and what you like to do; this is why going too far and changing your existing routine or stretching your existing skills beyond your ability to cope will only end in disaster. (Keeping with today’s theme, those failures may just haunt you forever–in a legitimate, “I don’t ever want to try this again, even slightly, in any context, now that I’m so frustrated and/or burned out on this one all-or-nothing attempt” way.) Do you enjoy spending time on social media? Are you an Instagram guru? Take ten minutes of your day and set those aside for Instagramming on behalf of your book on top of what you already do for yourself in a private capacity. Do you enjoy having your kids “help” you out in the kitchen? Snap some “behind the scenes” pictures of the fun and use them in your marketing. (They may just be your “publishing team” from here on out.) Do you like to sit down and write 1,500 words before breakfast each morning? (NaNoWriMo starts tomorrow! Get ready!) Use one of those mornings to draft a 1,500-word press release instead of your usual genre.

If you tweak an existing, routinized habit or skill of yours to serve the greater marketing agenda, your alchemical magic is far more likely to take hold, and a tweaked habit is far more likely to become a sustainable part of your daily, or weekly, or monthly recipe than if you try to cram something in that doesn’t fit.

So? Step one was to see what you’re already doing. Step two was to adapt it, just a little, to fit your new needs. What is step three? Well, we’ll be back in two weeks with more on marketing alchemy!

And in the meantime ….

happy halloween

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.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s