— Mark Paxson
Below is the video for our latest video chat, in which we begin to respond to the questions/suggested topics from our post at the beginning of the year. Thank you to those who offered suggestions. We really appreciate it.
The last question we address in this chat is a question related to the “rules” of marketing. I wanted to take a moment to provide a fuller answer than I did in the chat.
As I say in the video, I’m not sure what the “rules” of marketing are for writers. So, I struggle with that from the outset, but as I think about it more, I can come up with a few.
Establish a social media presence. I know of a writer who got a publishing contract with a small publisher. They published two of his books — cozy mysteries. But then passed on anything else from him because he didn’t have a sufficient social media presence for them.
This need for a social media presence is something that has been in the background ever since I started my publishing journey. You gotta have a blog! So, I got a blog. And then you have to have Twitter and Facebook and Instagram. And now, you better be on TikTok. Or the world is going to pass you by.
I’m on all of those things. Except TikTok. I just refuse to go there. But, social media has been both a blessing and a curse for me. The biggest problem is that I likely don’t use them the way I should to fully promote my written works. I don’t tweet regularly about my books. I tweet when there is something new to say about what I’m doing. Same with my blog.
Plus, my blog and my tweets are all over the place. They are not focused on my creative endeavors. I write and tweet about politics and food and photography and music and life in general. Which, to be honest, I think is a better way to develop an audience than the artificiality of never-ending marketing and promotion. I am who I am, both in real life and on social media. But the world doesn’t seem to work that way.
I’ve never established a huge following on social media. I’ve never approached viral status. And I’m okay with that. I’d rather develop a following naturally, through interaction with followers, than because of one single post or tweet that thousands see and decide to follow me … and then never interact with me again.
I gnash my teeth at times over the limits of what social media has offered me. But … here is the blessing social media has provided. Without it, my readership would be even smaller than it is now. Through social media, I have met and befriended so many other writers and readers and many of them buy my books when I publish something new. More than anybody else in my life, they are the ones who feed me and encourage me and support me in these endeavors.
Overall, at least for me, as frustrating as social media can be, I’d consider establishing a social media presence to be an overall positive. But I encourage you to make your presence what you want it to be. Be you and let your following grow organically. I think it’s far more rewarding than to develop a following that you never interact with. This, of course, gets to what your objectives may be — maximize sales or establish connections.
I’m not sure what other rules there are to publishing. We could discuss the querying process, the publishing process, and various promotional ideas. One of the things I’ve discovered with my last novel is that the on-line promo sites simply aren’t as effective and beneficial as they where when I started this journey ten years ago. It’s a fundamental reality of this business that there are ever more writers publishing ever more books, which makes it ever harder for writers to get noticed and to get readers to purchase their books.
One of the things I see is that you need to have a newsletter and an email list. And I just think … why? This is the type of thing that would just end up sitting in my email in-box, never being read, drowned by all of the other emails I get. 99% of which are spam and junk. I just don’t see how newsletters help. Somebody who has one and who has found success with it, please share that experience in the comments.
Whatever the rules of publishing were ten years ago, they’ve changed now because of how swamped the marketplace is. In some respects, I think the rules of marketing now are … do what you can. Try to find some niches where you can find readers and pursue them. But don’t expect much, because you are just one small fish in a very large sea. Set your objectives and dreams accordingly. Unless, of course, you are one of those rare writers who actually enjoys the promotion side of things. And good luck!