Advertising Only Amplifies Visibility

When Walter Danley signed up for my newsletter, as is my custom I sent him a personal welcome. I asked Walter if he had any specific questions he’d like to see answered.

Hey Joel;

In response to your query, I have two issues I’d like answers to.

  1. If I found a short cut to the promotion of the book, I could finish one of the two WIP that need me.
  2. Does paid advertising work, and if so, how would you measure the ROI?

Now, Joel, I read your comments about advice being free if it’s in your head. Please don’t do a ton of research on these questions!

Walter

I’ll answer #2 right now: advertising amplifies visibility.

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Inspiration and Sources for the “Authors Dare Greatly” Post

I’ve been pondering my mission here at Someday Box. Yesterday’s post was sparked by others daring greatly.

Best Beloved and I were watching Jonathan Fields chat with Brené Brown on the Good Life Project.

They both dare greatly. The conversation, you may have guessed, fired me up.

Fired. Me. Up.

Daring Greatly is the title of Brené’s latest book. It comes from a Theodore Roosevelt’s speech Citizenship in a Republic delivered at the Sorbonne, in Paris, France on 23 April, 1910. Here’s the bit you may have heard before:

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Authors Dare Greatly

[image: photo http://www.sxc.hu/photo/860593 by Sebastian Wendowski http://www.sxc.hu/profile/seebits” width=”200″ height=”430″ class=”alignright size-full wp-image-2223]I want you to write your book. Not the vague generic “you” of the unnamed faces of possible readers of my blog.

I mean you, the specific person reading this right now.

I want you to be a hero.

Have you ever seen a little kid stand up to a bully? Everyone else meekly stands by, angry, but too scared to speak up.

There are bullies who want to frighten you into submission. To prevent you from writing your book. They don’t want to hear what you have to say because they don’t care what you have to say.

Stand up to the bullies. Speak out.

Write your book.

What if you fail? What’s the worst thing that can happen? You won’t die. Your loved ones won’t die.

Trust me, the worst thing that can happen is that your book will writhe in anguished silence on a lonely shelf.

But you won’t die.

Consider the opposite: what if you succeed? What if even one solitary stranger buys your book, trusts your description of it and the cover and the excerpts and all that, and shells out their hard-earned money for your book?

There are few greater glories.

But that’s not the opposite of failing. Whether your book dies on a shelf or gloriously enlivens another human being, there’s something far worse.

What happens if you don’t write your book?

Not “what happens to your book?” because there is no book.

What happens to you?

What happens if you let the bullies out there, or the toughest bully, the one inside your head, intimidate you out of your art?

What happens if you go to your grave with this book unborn?

A miscarriage is a tragic event in part because it’s invisible. We have endured such things, my Best Beloved and I, and it’s not possible to convey the level of hurt to someone who hasn’t experienced it.

If your book is never written, we might never miss the book.

But we’ll see it in your eyes. We’ll hear it in your voice. That dead, flat spot in your soul, where you’d have contentment and peace and a certain amount of joy, if only you’d write that book.

Every time you hear about a new book, every time a friend or distant acquaintance says hey, I wrote a book, every time you look in the mirror, you’ll know:

I have a book dead inside me.

Resurrection. Birth. These are eternal themes in literature for a reason: the acts of creation are Divine gifts that make us human, make us more than animal, only slightly less than gods.

Every single person who has ever written a book has dared greatly, no matter what the proportion of perceived success accrued to them.

Authors dare greatly.

Every author dares greatly.

Dare greatly.

Please.

Write ‘Em All and Let the Market Sort ‘Em Out

[image: photo http://www.sxc.hu/photo/1420666 by Vaughan Willis http://www.sxc.hu/profile/Bongani” width=”200″ height=”303″ class=”alignright size-full wp-image-2215]Here is why anyone is allowed to write a book despite the outcry from traditional publishing. It’s why a market full of substandard books doesn’t destroy anything.

Let’s use something entirely different as an analogy.

Let’s say somebody wants to open a new restaurant in town. The other 10 restaurateurs suspect the new chef doesn’t know what they’re doing.

Does that give them the right to prevent that restaurant from opening? I think not.

Let’s go extreme.

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Take Your Days Off

It’s easy to look around on a Sunday afternoon and think of all the stuff that needs done.

What’s hard is to look inside myself and see what needs done.

We’ve started scheduling alternating Fridays off. Best Beloved and her son and I rotate every third week. No work, no responsibilities other than what we choose. It’s a day to do what fills us, not others.

Weekends have been that way for quite a while. We don’t work weekends. Except, some things I do because they fill me, not others.

Don’t just plan days off. Take ’em. Decide what “off” means to you, and stick to it.

[image: dayoff” width=”444″ height=”444″ class=”aligncenter size-full wp-image-2197]

Free ISBN? Not a Problem.

[image: ISBN and barcode for 'Getting Your Book Out of the Someday Box'” width=”222″ height=”174″ class=”alignright size-full wp-image-2184]ISBNs are confusing.

In many countries, they’re free. Apparently those folks have a God-given (or government-given) right to be listed as the publisher of their own work, finances notwithstanding.

In the US, you’ll pay for the privilege of appearing to have published your own book. Bowker owns the monopoly. Like most monopolies, they’re expensive. But at least they’re hard to deal with, too, so you get the full package.

Free ISBNs abound, if you’re willing to let the owner of the ISBN be listed as the publisher. I bought 10 ISBNs back when I cared. That’s the last money I’ll spend on them.

Let’s use CreateSpace as an example, prompted by a question on Linked In.

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Will This Book Be Right for You?

Most authors think marketing is a scary deep dark hole. I think it’s filled with rainbows and possibly unicorns, so I’m writing a book to see if you can learn to be as goofy about it as I am.

[image: photo http://www.sxc.hu/photo/857803 by Jose Bernalte http://www.mrkstudios.com/” width=”440″ height=”197″ class=”aligncenter size-full wp-image-2169]

You’ll be disappointed to find that Commonsense Zero-Cost DIY Marketing for Authors will not be a step by step marketing guide. Like all my books it’s a why to rather than a how to.

But it will include lots of information like

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If You Want Word of Mouth to Work You Have to Teach Your Fans How

[image: photo http://www.sxc.hu/photo/959135 by Martin Lundgren http://www.sxc.hu/profile/alvaspappa” width=”158″ height=”256″ class=”alignright size-full wp-image-2160]Word of mouth is the best marketing you can get — if, like free, it’s done right.

What are you doing to help your fans share your books? Do you teach them what to say, so they’re doing real marketing? If they’re just saying “This is a good book” that’s not marketing, it’s just talk. They need your guidance.

You need to craft a message simple enough for them to say something like my fans would say about my first mystery: “Joel’s book is like meeting someone you love for a laugh and a pint at the pub.” Folks hear that, and they’re hooked (or repelled, which is also fine.)

My fans won’t know to say that if I don’t teach them.

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