not to be a
rather to be of
- Albert Einstein
Question: When is a book not a book?
Answer: When it's a marketed product.
There is a basic disconnect between authors (or artists in general) and marketeers. Very few (if any) writers are comfortable as salesmen. We have a gut feeling - and rightly so - that our task lies in employing our skills to express as effectively as possible what we feel passionate about. That consumes all our energies. Conveying the results of our labours to the book-buying public is someone else's responsibility. That's why we have agents and publishers. Selling what I write is a full time job. It involves mastery of numerous techniques from jacket design, to cataloguing, to advertising, to co-operation with professional and other bodies, to multi-media expertise, to negotiating with festivals and other interest groups, etc., etc., etc. etc. I lack the skills and the time to get involved in this sort of activity.
But there's a more fundamental reason why creative and business activities should be kept separate and it's succinctly stated in Einstein's dictum, 'Strive not to be a success but rather to be of value'. That stands in contradistinction to all the slick one-liners thrown out by entrepreneurial gurus, machine-gun firing get-rich-quick mottoes. Maintaining distance between creating and marketing is important because otherwise we face the temptation of modifying what we want to say in order to make it saleable.
But you may say, 'Ah, but the internet has changed all that; today's authors must maintain an online presence'. Certainly the new and constantly developing information technology has made a difference to the book bizz. There is a veritable smörgasbord of ways to communicate with each other and with interest groups but smörgasbords have their problems. The choice is so large that we might not know what to sample. Each item is presented attractively and we might try some only to be disappointed with the taste. Then, again, we might load our plate and end up with indigestion. So, if you are going to put yourself and your work 'out there', how should you go about it. Well, here are a few tips.
1. No novice author has achieved instant fame and fortune by courtesy of the internet. A reputation can 'take off' thanks to twitter, youtube, and facebook because what they can do well is build momentum but the basis will always be the relatively slow business of word-of-mouth recommendation.
2. Totally ignore all internet experts who offer to launch you to bestsellerdom.
3. Set up and maintain a lively blog. This is your personal shop window. As people hear about you, this is where they can come to 'meet' you.
4. Back up the blog with a flow of tweets but don't use them to tell potential readers how marvellous your work is. That puts most people off. Blog-tweet feeds are most effective when they invite people to share some topic (preferably of current interest) about which you have something informative/amusing/unusual to say.
5. Enjoy mutual interest groups but don't spend a lot of time on them. Most have a comparatively small membership and you could find yourself preaching to the converted.
6. Don't let marketing the last book get in the way of writing the next one. Building your reputation depends on developing your skills and building up reader expectation for what's coming next.
Only the quality of our work will attract the enthusiastic and loyal fans who are the building blocks of our reputation.