Blogger: Rachelle Gardner
In my experience, most authors dislike the idea of self-promotion. Also in my experience, people (including authors) don’t enjoy the constant barrage of promotion surrounding us at all times. People don’t want to be sold to. People are tired of marketers trying to change their minds, and advertisers hyping products.
You already know this, and it’s why self-promotion feels wrong. And I imagine this is why you don’t like it.
I think there are other reasons we dislike self-promotion. Maybe we just want to write, and anything else feels like it’s outside our gifting and our interests. Maybe we find it confusing and frustrating because nothing we do seems to make a difference or get any kind of noticeable results.
It could be that the idea of “self promotion” is simply distasteful to us—as Christians, and as humble, (slightly) introverted writers. Self-promotion doesn’t feel like an honorable thing. We’re not supposed to be braggy. We’re not supposed to speak highly of ourselves.
Self-promotion doesn’t feel right. And it doesn’t work.
Perhaps we need to look at marketing our books differently. What if we let go of the notion of self-promotion, and understood that what we’re doing is not so much marketing or promotion or selling—
—but sharing something valuable with the world.
We, as writers and marketers, are offering people something they want, or something they need.
Marketing isn’t about shouting “look at me” or even, “buy my book!” but rather it’s about adding value—to your readers’ lives, and to your life. We don’t need to tell people what they want or what they need, but simply share our offerings, and know that the people who want it, will come.
It makes sense that promoting your books would be much more difficult if, deep down, you believe it’s an activity that is a waste of your time and talent, or not an honorable activity. But when you promote your books, you’re doing what is necessary in order for your message to spread in the world. You’re making a contribution to the world.
And when you’re able to see what you do as inherently good, and you feel the goodness of it, you’ll avoid hype and creepy self-promotion tactics, and your genuine enthusiasm will draw others in.
You have something valuable to offer. Maybe it’s a story that will entertain and inspire. Maybe it’s a work of nonfiction that will improve someone’s habits, or enhance their faith, or change their very life.
Promoting your books is all part of the same goal – sharing something valuable with people who would enjoy it and benefit from it.
There’s a book by Rabbi Daniel Lapin called Thou Shall Prosper, and in the foreword, Dave Ramsey discusses the idea that money is so much more than we think it is. He says “money connects two dreamers.” And you know, a book connects two dreamers, too. The author and the reader, both dreamers, get to share the dream in the form of a book. This is something amazing you’re offering the world! The chance to share a dream!
Isn’t it much more fun to look at promoting your books as “sharing a dream” instead of simply checking a box – doing a necessary evil?
I suspect that if you can develop the mindset of sharing a dream, along with mastering some tools of book promotion, you’ll be able to move from the idea of “self promotion” to the idea of offering something valuable to the world, making it much more palatable to promote your books.
What do you think? Could it be possible to embrace book promotion through a simple change of mindset?
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Andrew Budek-Schmeisser
What an interesting, forthright, and…for me…timely post. Great work, Rachelle. You nailed it.
* Spent some time in thought today…couldn’t do much else…as to what, exactly, I’m doing here.
* Used to be, I wanted to comment here (and on other blogs) to garner name recognition. I wanted to be represented, and thought that being known would increase my chances. Yes, I also wanted to participate in a wonderful online community, but the mercenary motivation was there.
* But somewhere along the way – thanks to a chilling diagnosis and its obvious manifestations in my life – things changed. I’m still writing, but to look for representation would, if I were successful, take it from someone who would make better use. I’m not likely to live long, period, no pity, no tears, and let someone else step up.
* So now I’m here to try to add value, both to the subject, and generally, to the outlook of the people who ‘live’ here. I want you guys, all of you, to be happy, to see that even in the midst of pain, there is still the seed of joy contained, and it WILL flower…if you nurture it, and care for it.
* And my writing? One book’s out there, and that’s more than I really had a right to expect. I’ll try to figure out what to do with the finished stuff, and get the WIPs done. And God will have to do the rest, with whatever hands he finds. If they’re still mine, and I can be effective, cool. If they are other hands, cool. And if the work sinks without a trace, it’s simply what was meant to be, and the messages I wrote were largely for me, the audience of one. Or should I say an audience of Two.
* So, for what it’s worth, there’s my thoughts on self-promotion. Write your best, do your best to spread it, and leave the rest to God. The success you may make without Him ain’t worth the candle.
* It’s been a wonderful life, and it still is.
peter
Drew, you can live on. Abraham was in your camp, only he was too old to count, but what He did still counts and still reveals itself on all who came after him. It was never about you (I say it lovingly), its about Him and what He can do with your five loaves and fishes. Just do it and keep doing it and you will live on in the lives you touch, long after you take your seat in row 73498, seat 252179 in the stadiums of glory.
Andrew Budek-Schmeisser
Absolutely right, it’s not about me. To Him the glory; I’m the tool, not the hand. Well said, Pete!
Jackie Layton
Andrew, you touch people everyday with your writing by visiting with them on different blogs.
God bless you!
Andrew Budek-Schmeisser
Jackie, thank you! I do try to encourage, as I have been encouraged…and find that this focus on staying positive gives me strength and hope in a time that can be painful and shaky enough to be very frightening.
* There may be a lesson there in the focus of one’s promotion…a positive intention, a rising tide that lifts all boats (made manifest through whichever media one chooses) is more attractive, and more lasting. I remember scads of quotes and tags from Norman Vincent Peale, and very few indeed from Carl Sagan (okay, I DO remember Sagan’s “…BILLIONS and BILLIONS…from the ‘Cosmos’ TV series).
Lisa
You have added great value Andrew, by being an encouragement to so many.
Andrew Budek-Schmeisser
Lisa, thank you – that means so much to me!
Meghan Carver
Andrew, you brought tears to my eyes today with your example of peace and submission. Thank you for commenting here so faithfully.
Andrew Budek-Schmeisser
It’s such a privilege to be here, Meghan, to be among y’all; I’m homebound now, but through this Blog I feel like I can still visit the vast and strange agora of the writing profession in the best of company.
* I hope that the Books and Such folks know what good they are bringing to people in my position, supporting and nurturing a forum whereby we still have a place in the world.
Rachelle Gardner
Andrew, you’re the perfect example of someone who is giving something valuable to the world! Your presence here blesses so many. We love having you here!
Andrew Budek-Schmeisser
Rachelle, your words are so valuable to me, and dear to my heart…I’m honored to be a part of this community. I’ve learned so much from the agents at Books and Such, and from everyone who is a part of this wonderful place…learned of writing and publishing and life and Christian fellowship.
* What you guys have created here, and nurture so well, is of far, far more importance than you may sometimes think. For me, at least, it’s a doorway through which I can walk into a vibrant world, even though my physical movements are now restricted. And for all of us, I think, you show, every day, that there is a heart to this unpredictable profession, and that Christ is well-represented…yeah, that kind of makes you his agent, eh? 🙂
peter
Yeah, I agree Rachelle. I hate the limelight and my family resents any form of arrogance. I have often said no to employers who dared to claim biggest or best, because nothing speaks louder than just doing it instead of talking about it. As Eliza once said, “Don’t talk of love, show me”.
That said marketing without visibility is service or charity, not marketing. Visibility matters, even to charities, which need to publicize to donors and potential donors – else they will fail their first cause.
I spent years constantly building my identity as a writer, using non-solicitous, value-adding social commentary, blogging and so on. It is the least I could do in support of whatever team shares my journey to market. Even so, I was oft tempted to shout out, “why ‘friend’ me if you don’t even care about what matters most to me’.
Instead, I just kept learning and improving in search of what does work. Social network gurus confirm that visibility comes with time and persistence. Hence I often told my sons, “If you don’t attempt something, you have a 100% guarantee of failing it”. So, my feeling is to keep doing whatever I can and with all my heart in the hope that my preparation will yet find its tipping point of opportunity – and that, for now is more give than get.
Shirlee Abbott
Paul said it well: Since you are eager for gifts of the Spirit, try to excel in those that build up the church (1 Corinthians 14:12). I believe my ability to write is a gift from God. It won’t build up the church if it never gets to the church.
Thank you, Rachelle, for the nudge to my mindset.
peter
Well said, Ja.
Jeanne Takenaka
I love this perspective, Shirlee!
Jackie Layton
Hi Rachelle,
This reminds me of the parable of the talents. We can’t write a story and then bury it. I think we need to keep in mind, we’ve taken the talent God gave us to write a story, and we should promote it in a way that gives Him the glory.
I love your idea of a book connecting two dreamers. Beautiful.
Richard Mabry
Rachelle, good suggestions, and ones I’ll try to adopt. Like many authors, I’m a charter member of the introvert’s club, but–also like most authors–I try to let people know about my writing. However, it’s seemed to me that in the past few years, probably associated with the rise of self-publication, the “buy my books” messages have replaced the subtle ones.
Andrew Budek-Schmeisser
I’ve noticed that, too. A number of blogs I used to follow for their substance became simple mouthpieces of self-promotion, and after two or three posts in a row trumpeting the author’s work – I stopped going there. It was perhaps unfair of me to turn away so quickly, but time is limited.
* I did not, however, unsubscribe from those blogs that went south; if they start coming up with solid content again, I’ll gladly go back for a visit.
Danise Wallace
Rachelle, what an interesting thought on the subject of marketing. This is the most helpful information and thank you for sharing it with others, so very valuable. Working the marketing strategy in this way- seems to have real heart and makes you think of the reason that you write in the first place.
John Wells
Timely subject. Sales and marketing can be defined as furnishing a value to satisfy a customer’s need. Our value is a story in book form and the customer’s need is difficult to define because it’s perception. One hardly needs a story, so we’re at a loss about how to ignite that perception. We are, after all, authors and marketing is often alien to our mindset. I know in my instance, I’m guilty of thinking of salesmen as barkers trying to sell snake-oil, and so I look at the requirement of marketing my own books as something I’d rather not do. I don’t consider it beneath me, it’s just that I don’t like doing it. Yet, I’m aware that the book business has changed. For example, Earnest Hemingway had only to convince an editor at a publishing house to buy his stories, and the publishing house did the marketing. I’m sure Hemingway participated in book signings and the like, but he had marketing experts guiding his every move in the marketing effort. We, on the other hand, have to be our own marketing experts and become versed in laying out our own marketing effort. Too often, I’m certain, good books go unappreciated because we’re just lousy marketers. What to do? That’s the question, isn’t it? I know the answer, and that’s the pity.
peter
Actually John, the selling paradigm has also changed. It has affected the way the gospel is spread too. The key is about long-term, persistent relationships. A transaction is not a customer. Transactions are pushed and dealt instantly, but customer value is built over time – that is why bookstores are making a comeback, because online is too transactional. Establishing a dialogue with your market is to my mind, as much writing as marketing, especially within the new marketing paradigm. We should be better off now. The son of one of my clients has built a successful marketing firm in two years, by exploiting the networks of very successful and well subscribed bloggers – proof that in a pushy world, relationship, human touch, dialogue and interaction is the high road.
Jeanne Takenaka
The whole idea of self-promotion turns me off. Promoting myself? There’s not much in and of myself worth promoting. 🙂 And those who post only about buying their books without sharing a bit of personal stuff about them? (i.e. lots of tweets that end up in my feed) I gloss over them in search of quality content.
But the idea of promoting my book—dreamer to dreamer—that makes more sense to me. As Andrew mentioned, part of promoting a book seems to link with offering more than just the book. Social media opens the door for readers to get to know authors, and we as authors can take advantage of that in a good way. Sharing pieces of ourselves with potential readers. My theory is that, in doing this, “self-promotion” will be a little easer, less distasteful and more fruitful.
Andrew Budek-Schmeisser
Jeanne, anyone who reads your blog (and those who haven’t yet, please do) or your comments here will disagree with your contention that there’s little in and of yourself worthy of promoting. You live within your words, and your words are a part of you. When you let us look out on the world through your eyes, we can look inward as well, to see the bright heart of love and faith that animates your life, and which gives true meaning to “fearfully and wonderfully made”.
peter
Yeah …. I agree … my thoughts exactly. Jeanne …. well Andrew said it for me.
Jeanne Takenaka
Andrew, thank you. Coming from you, this means a lot.
Thank you, Peter!
Hannah Vanderpool
I understand a necessary mind shift on the part of an author from one of self-promotion to adding value. But what does that mind shift look like externally? Because it still seems to me like an author has to shout in an echo chamber, “Look over here! Look over here! I’ve got something valuable for you!” And I’m turned off when others do that, no matter what they may be thinking about adding value to my life. So I dread doing it to them. Any ideas?
Andrew Budek-Schmeisser
Maybe it would help to ask yourself, “Why did I write this? What need did it address in my own heart?”
* With that defined, you may have a way to look at your book…not as an extension of yourself, whereby you have to promote yourself to promote the work, but as a paradigm by which you found a measure of comfort and healing.
Rachelle Gardner
Hannah, you don’t have to shout “Look over here!” Simply offer people something they will like. If you’re using blogging, or other social networks or newsletters, your challenge is to continually come up with content that your target audience will appreciate and enjoy. The bar is high – there’s a lot of great (and very bad) content out there! What can you offer that your people will want to read and share? The “look over here” factor happens naturally if people like your content enough to want to share it.
Andrew Budek-Schmeisser
Might be worth mentioning that those of who are married already found some success with self-promotion conforming to the “connecting dreamers” paradigm.
* But we had to begin by loving ourselves and what we had to offer – loving that package enough to convince someone that we could provide the happiness and loving companionship that he or she sought.
* Sometimes we used a low-key approach, sometimes we had to be dramatic…the promotional style was informed by what the market, so to speak, would bear, and by what our internal climate would let us do at the time.
* I think the takeaway here is that we really are present in our books, and that our stories – and WE, ourselves – become the dreams we share.
Kristen Wilks
I once heard someone say that advertising is just letting someone know about something that they already want. I feel much better about that. If I can grab a few sentences from my book that shows what it is, for the people who would like it, that doesn’t feel braggy or wrong. The key I think would be in painting the picture or your story in a quick fun way that people can see.
Meghan Carver
Love this post, Rachelle. And yes, with that change of mindset, I can handle book promotion. Thank you.
Davalynn Spencer
Sharing a dream, from one dreamer to the other. I like that. It’s so doable, so refreshing. A finer focus of the lens so I’m not squinting. Thanks!
Melinda Ickes
Thanks for sharing this perspective, Rachelle. Good stuff to chew on.
Jessica Berg
This blog entry struck me very close to the heart. I, as an introvert, have such trouble self-promoting myself. In fact, when someone asks about my book, I have a hard time talking it up. I appreciate what you said that maybe we need to see our work as something that is uplifting. Even if one person gets a good laugh or a good cry from my story, that is good enough for me!
Norma
The point is made that the message is the reason for highlighting our book or blog’s offering. D’Vorah Lansky, a book marketing guru, kindly suggested to authors she is coaching that if we are withholding our message from those who could benefit from it then we are doing them a disservice. It’s the ‘big picture’ stuff. Many of us are trying to figure out how to dispense our message without appearing as a self-serving/self-promoting writer. Rachelle, this message is timely–it’s not just about selling the material and our desire to be acknowledge as a writer–it’s about communicating a message. Thank you.
Doris Swift
Amazing truth, and I love it! Self promotion does feel wrong and prideful. Even having a web address with my own name feels self-promoting. I have two domain names, one is my name and the other is the name of my blog Walking Deeper. I used to add the dorisswift.com to my blog post images, but changed to the walkingdeeper.org since it made me feel less self-promoty (I know that’s not a word ;)) Thankful for your post today, good stuff!
Andrew Budek-Schmeisser
Look at the bright side…at least you don’t have to ponder something like andrewbudekschmeisser.com
Makes me tired just writing it.
Shelli Littleton
This reminds me of a scene in the movie, City Slickers … when Billy Crystal reaches to hug his daughter … and she leans into him from as far away as possible, barely hugging him … the bare necessity. 🙂
My prayer is that my work is valuable, worth offering … and others will see it and want to embrace it.
Because I can definitely embrace book promotion over self-promotion.
Thank you for this encouragement.
Christine Dorman
An excellent, insightful post, Rachelle. Thank you.
peter
Rachelle, the horse has bolted now, so this may not make any difference.
I have the growing sense that writers are reflective, introverted souls. It fits the profile of someone who prefers to express in words from a private retreat.
Add to that the fact that all artists, even loud musicians, are identified by their craft and need feedback to feel good about themselves, and you have a challenge.
It is so challenging, in fact, that I look back on a decade of writing with the fear that it was a form of escape and, if so, I must be willing to let it go.
There is no true substitute for human engagement and writing stories in the hearts of others. That said, we are writers, so now what? Well, hiding lights under bushels doesn’t help much. Dialogue with your public, is better. But, however we rationalize this beast, you have to get down to selling our work.
The challenge lies in how we do that. Brash, in-your-face marketing never appealed to me. But to get noticed against a backdrop of maybe millions of wannabe writers, takes a ton of effort. It demands consistent, patient, deliberate work that needs to accumulate into something of substance.
We can’t just produce content, we must energize it and find ways to market it effectively, without losing the humility implied in this post. I have almost hated having to be in sales, but God knew better that it is exactly what I need to get out of my shell (or is it a cave) and to engage the world.
Writing helped a lot in a time of great crisis. It helped to make sense of things and to interpret that crisis. But, like Jesus, it may be time to read it all one more time, shut it and get on with taking all I have gained into the real lives all around us.
Note how Paul was clear about being an apostle and bold in his message, but I have studied his life and know that it is wrong to confuse his boldness with arrogance – I suspect he suffered from depression and he certainly came from a broken past. It was not enough for him to have a message or to say it with deference, he had to propagate it with passion.
Someone once asked me, “how much do you want it?” I guess the answer to that will determine how we apply ourselves. A Russian folktale tells of a traveler who asked a local village how long it would take to reach the next town. He shrugged unknowingly until the traveler had walked on a bit, before shouting, “three hours”. “Why didn’t you tell me earlier?” he inquired. “Because I did not know how fast you would walk”.
That puts the whole marketing effort into perspective. We will get there, maybe, one day, if fate favors us. But if we pace ourselves and put in the legwork, or sowing and watering as Paul argued, we might get there sooner and we will also learn the difference between writing and communicating. Then let God add the increase.
Alison Johansen
Rachel, I love this concept of sharing a dream! It definitely puts me in that mindset as I prepare for the launch of my children’s book. Thank you!
A.C. Townsend
When considered from this point of view, book promotion becomes the sharing of a passion instead of a burden. Promotion will always be my least favorite task, but your article provides a positive contrast to so many of the marketing blogs I have read. Thanks, Rachelle.