I never realized how many charlatans existed in the
publishing industry until I made my way to social media. There is no nice way
to say this, but we just have too many liars in the industry. In the last year,
I took a break from book touring. It was hard for me to do since this was the
way that I generated the majority of publicity for my business. I turned down
event after event, and instead made plans to come back with a stronger book
tour. In the meantime, I noticed some things. First, I noticed the large number
of groups on social media that put on the façade about being ‘helpful’ for
authors. I also noticed the large numbers of authors that are literally just
starting out in the industry that think everything should be ‘free’. I have
never seen such foolishness in all my life. No one is really offering any
mentoring to these folks. In fact, no one is telling these authors the truth.
Therefore, I am going to be brutally honest in a way that is going to hurt some
feelings, but will enlighten others to the publishing industry.
First, there is no such thing as an industry expert. There
are best-selling authors that learn something new about the publishing industry
each day. Anyone that convinces you that you do not need to market your book
has sold you a serious bill of goods. The question you need to ask yourself is
why you are buying it…
For years, authors talked about how eBooks and the large
booksellers changed the market of books for the industry. However, no one
listened until the large chain bookstores began closing. Then the 25 year old
indie bookstores closed. This devastated smaller publishing houses that made
the majority of their sales this way. This also made many publishing houses
close their doors. I have seen so many authors complain about going to court or
getting sent to collections over book returns and advances they never made good
on as professionals. Why are people still looking for advances again? You never
borrow against the house. It is like gambling. I have seen book events that are
only marketed to authors, and participated in a few where people were clearly
about just making money off authors. I have seen people come up with catalogs
and steal money from new authors. I have seen it all in this industry. The
worse yet are these social media groups run by these beginning authors that
think they know things that they have no idea about. BEWARE!
Second, all authors know that they cannot solely do social
media marketing. At some point, you must get your work in the hands of readers
through traditional media marketing, print media marketing, radio, television,
magazine, and the best media (word of mouth). Social media is fabulous but the
last thing you want to get is tunnel vision. You have reviews on all your books
and now what? You are featured on blogs and now what? You have done blog talk
radio and now what? At some point, all of these things need to generate sales
for your book. Otherwise, it is just a hobby.
I have seen time and time again. Authors that spend their time
riding the coat tails of other authors only to find themselves not getting the
publicity or sales they need for their work. For example, you may want to make
sure that the authors that are claiming a high social media following actually
have a readership. Some are buying their Facebook and Twitter likes for $39.
How else can authors that are literally nobodies all of sudden end up with
Twitter followings of $40,000 in less than thirty days?
Third, if you are new to the industry you should never allow
someone to tell you not to do book tours. Any author in the industry five years
or more will tell you this is terrible information. If you are new, how in the
world do you get your work out to others? Social media works for people that
have been in the industry for a long time. It does not work for those that are
new that do not have a following. Authors publish books every day. There are
literally hundreds of new books being published every day. In order to stand
out, you need to think differently. There are so many authors that have newsletters,
how-to guides, blogs, editing businesses, reviewing businesses, and literary
blog tour websites. Every author gives back to the industry in some way. They are
not being given anything for free. The work they do is at the expense of
themselves and they either do the work for free or charge a nominal fee.
Publishing is an industry not a business. There are at least twenty types of
businesses under the publishing industry umbrella. As an author, you will come
into contact with many of these businesses such as typesetters, editors/proofreaders,
review houses, large publishers, small publishers, graphic designers, book
critics, literary magazines, illustrators, professional publishing
organizations, libraries, book conventions, book sellers, eBook sellers, media
outlets, literary events, book clubs, etc. All of these are businesses. Someone
is paying and someone is making money. If I ever do a workshop for authors in
the business, it will be entitled, “The Myth of the ‘Free Offers’ in the
publishing industry. Everything costs and that is a lesson to be remembered
during your time in this industry.
Fourth, author help groups are great if you are getting
information that is accurate. However, they are not good if they are being run
by jerks that think they know everything about the industry. It is not helpful
for someone to lie to you about the industry. For example, it is helpful for
someone to know what it means to be a best-seller, ghost writer, and know the
various types of markets in the industry. The industry has changed. There are
vanity press markets, academic press markets, small presses, self-published
authors, and traditional publishers. Authors need to spend time learning the
industry and less time gossiping in these social media groups. It is sad to say
the least. Please avoid any authors that put in the description of their groups
that they are ‘real authors’. That is ridiculous, sad, and pompous. This just
means they are disgruntled, angry, and probably are dealing with a bill from
their publisher for not marketing their work. Don’t bank your career on a liar.
I would never be in any social media group where people are seeking ‘free
advice’ from an established author. I have been in this industry for eight
years. I would never join a group that doesn’t trade reviews; post events, feature
authors on blogs, and post new advances in the industry. The rest of those
groups are a waste of time. BEWARE!
Fifth, getting your work out with a publicist has been tried
by many authors. Any publicist that works with you will tell you that it is
much easier to work with an established author than a new one. They are not
miracle workers. You must already have some basics set up such a blogs,
websites, past interviews, reviews, etc. Otherwise, what are they publicizing?
Sixth, I detest book shamers. I wrote another blog about
this in the past. I really think there is some jealousy and pettiness at the
root of book shaming. Every author that writes a book is not a ‘great writer’.
Unless you are Toni Morrison, J.D. Salinger, and authors of this caliber…you
have nothing to say. As someone that studies literacy, it is a joke to watch
authors do this and I don’t participate in this myself. It makes the authors in
the industry unprofessional and takes away from the credibility of authors when
they begin behaving like rappers that start a beef every time they drop a new
album. If the only reason someone should read your work, is to distinguish your
work from someone else’s…then you should give up writing now. That is
ridiculous. Avid readers read…EVERYTHING! Perhaps the average author doesn’t
know this, but it has been proven in the research literature. I urge you to
learn the industry and stop the pettiness. It looks ridiculous.
Finally, be realistic about what it means to be an author in
the industry and ask questions. You will spend at least $1,000-$5,000 plus
dollars of your own money to market your work each year. This comes from doing
a small book tours, book parties, social media campaigns, mailing books to get
reviewed. Yes, you will have to pay for books to get reviewed if you exceed the
limit your publishing company set for you. You will have to pay for vending
fees, airfare, accommodations, marketing materials, and most of all your time.
It takes time to get your work out and believe me it is time consuming.
Past this blog onto every new author you know in the
industry. It is time for people to stop telling you to do your research and be
really honest about what it means to be an author in an ever changing industry.
