Author Self-Promotion - Say It, Don't Spray It

I'm going to attempt to tackle something that might not win me many friends among my writing peers. Unfortunately, it's a topic that is proving irksome for me (and many others), and I've got something to say about it. It's unfortunate, cause when I've got something to say, I usually say it--even it it ticks people off. 

I've openly condemned author vs author crime on this blog. I say, let's love one another and save the venom and vitriol for the people who really deserve it: agents, editors and folks who leave us negative reviews on Goodreads... 

I KID! I KID! 

Seriously though, there's enough negativity and self-concious nonsense involved in writing as it is without us foisting it on each other like brussels sprouts on the plates of our worst enemies.

In the end, that's what prompted this post; I'm seeing some authors going after other authors, and it probably isn't necessary. Granted, I think the 'one rotten one spoils the bunch' idea is probably a valid concern. I just have a hard time believing authors are purposefully trying to destroy their own self-image, much less the self-image of all authordom. (Word? Didn't think so...)

So consider this an attempt at self-analysis, not an attack. That's how I feel, and I hope you'll take that into consideration when you read the following. I'm not calling anyone out or assigning blame, just making a point. (I hope.)

(Long post ... you've been warned.)

Self-Promoting Authors = The Hyena's of Social Media

Got your attention? Thought so. 

Not necessarily how I see it, but you need to understand that's how many, many people see it. Judging by what I've read on blogs of late, the author who spams Twitter with links to their books might as well be a vicious scavenger searching out--and killing--precious time as if it were defenseless and super cuddly lion cubs. 

Seems pretty harsh, right? Is it fair to roast someone for trying to make a living? We don't bitch about Apple and McDonald's every time an iPhone or McRib commercial airs ... OK, might be bad examples, but in their respective cases it's at least expected. 

They're businesses. They promote. Sometimes to the point I want to spoon out my own eyeballs, but it's their right.

Now let's look at the independent authors of the world. Shoot, let's go ahead and include 95% of the traditionally published authors in this discussion as well. Marketing budgets for the non-bestselling authors (see also - most of them) are notoriously small-to non-existent, so the burden of promotion rests on their shoulders nearly as heavy as it does that of the indies.

So, how then, do these authors differ from other businesses? I think most acknowledge they ARE small businesses unto themselves. Should they be expected to adhere to a different set of operating principals just because they don't have billion dollar budgets? After all, no one is being paid to do it for them, nor can they afford to promote via the accepted routes of television, billboards and Facebook ads. 

No, the typical author only has the free Internet marketing vehicles at their disposal (blogs, Facebook, Twitter and forums), and like most company cars, they're featureless and have limited uses. Still, it beats walking, right?

After giving the difficult situation some thought, I think this gets at the only real question to be asked: are authors treated/viewed differently than other business enterprises when it comes to promotion? 

Sadly, based purely on what I'm reading from bloggers and Twitter users, I think the answer is yes.

So we understand there is something of a discord between outcome and intention, now we have to answer the why. I attribute most of it to a simple misunderstanding of how people use social media.

Strictly wearing your author/writer hat, answer the following: Why did you start blogging? Why did you create a Facebook profile? Twitter? Goodreads? LinkedIN? 

If you're like many authors, you did it to get your name out there. To create an identity--a social reference point--for who you are as an artist. An advertisement for you, as it were. 

Yes, you also did it to network and connect with other writers. But when the truth serum jello shots come out, most of us will admit we did it primarily because it is widely recognized to be a necessary step toward becoming 'author'. 

Agents, writers and other book industry folks tell us it is expected, not recommended. So we listen and open up shop. Hoping all the while to amass enough attention to build that nebulous PLATFORM thing. I think most of us are on the same page here...

Now let's consider why real people (non-authors) join Goodreads, Facebook, etc. Readers do it to talk about books and authors they love. Families do it to stay connected with people they love. Friends do it to  to gossip about, spread political rhetoric to, and post questionable photos of people they know. (Note to self: get new friends.)  Basically, for lots of reasons that have nothing to do with author reasons.

I think a lot of authors simply fail to understand that most people don't use Twitter, Et al. to buy books. They use it to interact, to share and learn things about the world. Which leads me to ...

SHARING IS CARING, BUT NOT WHEN IT'S OVERDONE

Great, we've spent years catching all of these followers and now we can't even tell 'em about the book we've (FINALLY) finished. Seems like a wasted opportunity, using these thousands (Dozens? Six?) of Facebook and Twitter contacts to share recipes and cat videos instead of spreading the word about our work, right? 

Yes and no. They probably aren't our followers because of the book/s we've published, and most certainly aren't following us for the book we told them we were going to publish six years ago that now lines the recycle bin. They follow us because we already know them, have interesting things to say, or they want to get to know us.

When it comes to social media, understand that your book is secondary, maybe even thirdary, (damn, another non-word!) to who YOU are. 

Does that mean you can't share good news? Absolutely not! When your book launches, you've got every reason in the world to celebrate and tell your followers. Have a blog tour and take that victory lap. If you get an epic, mega-awesome review, share it. 

Just don't share every review ... don't tell us six times a day that your book is available on Amazon ... make sure that blog tour doesn't extend beyond the six month birthday of your book ... don't alert us when you've lowered the price .15 cents ... well, you get it. 

"Like a gardner, I believe what goes down must come up." ~ Lynwood L. Giacomini

The key to effective promotion, I believe, is to let others do it for you. And, like farming, when promoting you should plant your seeds long before you expect to harvest. 

Start by asking: Contact followers privately, and respectfully ask if they'd be willing to help spread the word for whatever special event you're doing. (note: I did not say 'buy your book') Or better still, send out an open request for people to help and allow them to come to you. I ran a rare author/book promotion on my blog last week for two reasons: 1) The author asked for help on his blog, and 2) he is excellent at doing the next point.

Promote other authors without being asked: If you've read their book and enjoyed it, announce it to your followers as you would tell any friend about something you've enjoyed. Comment on the blog posts you love. Tweet that great blog post, even if you didn't write it (making sure you include the author in your tweet, etc.). 

You'll be shocked to see how others will work to promote you when you've done the same for them. 

Above all, remember: Suggestions and advice mean so much more when they come from someone you know well. Believe it or not, a friend telling me a book is great is worth so much more than actually having the person who wrote the book tell me it's great.

Though it sounds counter intuitive, spend your energy Online getting to know people, not promoting your work. With time, those people will come to know you--and by extension--the things that are important to you.

~EJW~