It doesn’t matter how good of a writer you think you are, if you can’t figure out how to connect with readers you’re not going to sell anything. Internet marketing for indie authors is especially tough to figure out. Often our budgets are small or even non-existent and the rules are changing often. This is important stuff. If you don’t figure it out eventually you’ll be discouraged enough to give up on your dream. I admit that marketing has never been one of my strong suits. This is one of the reasons it took my writing career so long to take off. I was that skinny and awkward kid with thick glasses that few things came naturally to. I would practice things hundreds of times until I perfected them. One of the few things I had on my side was persistence. I’m still that same kid inside, only larger, with a few gray hairs, and the nagging thought that time goes far too fast to waste it.
A month ago I tried to make a poached egg. It ended up looking like egg drop soup. It was terrible. Ten or so attempts and a few YouTube videos later I can make a perfect poached egg. The secret, once I learned it, was like magic and made the process easy. What is the secret? Soak the eggs (still in the shell) in white vinegar for five minutes before cracking and boiling them. That was it. Things are incredibly hard until you figure out the secret and then they’re easy. To find success you must have to have the patience and persistence to get to the EASY.
Most of us have heard the quote by William Faulkner, “In writing, you must kill all your darlings.” If a sentence or passage doesn’t work for the good of the overall project you must get rid of it no matter how brilliant you think it is. This is excellent advice but it isn’t easy to do partially because of ego but to a greater degree because of fear that you can’t write something better. To become a successful writer you must subdue your ego and have the confidence to believe that great ideas come from an endless source within you. When you believe this amazing things begin to happen.
The opposite is true as well. The surest way to fail at this is to write from a place of fear or hold on to ineffective ideas. They become bars in an invisible prison cell that will keep you stuck right where you are.
I know this “kill your darlings” philosophy works for writing so I applied it to marketing. Sometimes the entire marketing idea stinks and has to go but sometimes part of it can be saved, retooled to try again. I’m not getting any younger and the books aren’t selling themselves so I’ll only try a retooled idea once. If the idea doesn’t get results it must go to the scrap heap.
Some of you might remember last summer I had a marketing idea that I was super excited about. While traveling I decided to hand out a few copies of my novel, Alarm Clock Dawn, to random people for free. There was a note inside the front cover asking the recipient to leave me a message on Facebook letting me know what they thought about the book. After they were finished reading it I asked if they would pass the book onto another friend to read and they could do the same, and so on. The whole idea was based on the Pay It Forward philosophy.
It was a hard thing to accept because I was sure it would work but the whole thing fell flat. I waited for months but all I heard were crickets...not a single response from anyone. Ever. I had to accept it and move on to something new and better. All of us are a constant work in progress. Failure is not an option.
Next week I’ll be traveling to Chicago for a long weekend, partially for business but mostly for fun. I’ll be visiting a few independent bookstores and doing some research for my new novel Truth Is Stranger. Along the way I’m going to try this Pay It Forward marketing idea once more. It’ll be interesting to see how it works after a few tweaks. I’ll be updating you all on my experiences throughout this process.
All it really takes in this world to be successful is working through the hard to get to the EASY. I hope your path to easy is a short one. More importantly, I hope you learn quickly from every misstep along the way. With Gratitude, ~Eric Vance Walton~