Three Pillars of Book Promotion
I promised a “report from the trenches” on my promotion of THE ARCADIAN, so we can all learn from my mistakes. Here goes …
The three pillars of book promotion, in my experience, are podcasts, social media, and one’s own list of subscribers/members.
For THE ARCADIAN, I’ll be doing between 15 and 20 podcasts. Some writers will do a lot more. I’m in a fortunate position, in that over the years I’ve established relationships and even friendships with a number of podcasters. I can reach out and invite myself on. Not all will say yes, but some will.
Other writers, particularly younger ones, may have to work harder. Here’s one resource that may help: Bookthinkers.com. Nick Hutchison is the founder. His staff is great too. (I’m sure there are other sites that offer a similar service.) Bookthinkers will book a less-than-well-known writer on podcasts. The podcasts might not have giant followings like Joe Rogan or Tim Ferriss, but they will book you and will give you a “pod presence.”
Bookthinkers (and similar outfits) will also shoot videos for you. It’s not free but it can be a huge help.
Second, social media, i.e. Instagram, Facebook, Tiktok (and specialized niches like Bookstagram and BookTok, etc.)
I will probably do twenty or more social media posts for THE ARCADIAN. Again, other writers might do many more for their books.
My presence on social media is a total Mom-and-Pop thing. Diana shoots the videos (usually of me standing and talking), then edits and posts them. No A.I.! We don’t have a team or any special equipment. It’s all done on a ten-year-old iPhone.
Again, for the newer or lesser-known writer, using Instagram or Facebook requires the building up, over time, of a following. Top-tier book promoters like Ryan Holiday and Jack Carr have followings in the millions. The rest of us are doing the best we can!
One thing I’ve found that works on social media is a contest or some event that involves the reader. Diana and I have given away books and other goodies. We announce it, then have a drawing and pick the winners “live and on-camera.” I’ve been amazed at how many people sign up.
But the central pillar of book promotion is the medium we’re using right now: a blog or newsletter … and the people who read it. These are our peeps. I literally KNOW many who follow this blog. Some have become actual friends, but many are at least email or Comment friends. That’s huge.
For the beginning writer, a blog or newsletter is a great way of establishing direct contact with your readers, even if you only have a few. Over time, the “tribe” can grow. Amazon may sell your books but it won’t share its list of buyers. You and I, the writers, are in the dark. But when you establish a community, you DO know the readers who’ve bought your books.
You can reach out directly to them, as I’m doing right now. And you don’t need to “sell” yourself. When Stephen King has a new book, all he has to do is announce it. If we’re Stephen King fans, we don’t care what the book is about … we want to read it just because we love Stephen King’s stuff.
I hope this report from the trenches helps a little. More to come in the following weeks.
DO THE WORK
Steve shows you the predictable Resistance points that every writer hits in a work-in-progress and then shows you how to deal with each one of these sticking points. This book shows you how to keep going with your work.
THE AUTHENTIC SWING
A short book about the writing of a first novel: for Steve, The Legend of Bagger Vance. Having failed with three earlier attempts at novels, here's how Steve finally succeeded.
NOBODY WANTS TO READ YOUR SH*T
Steve shares his "lessons learned" from the trenches of the five different writing careers—advertising, screenwriting, fiction, nonfiction, and self-help. This is tradecraft. An MFA in Writing in 197 pages.
TURNING PRO
Amateurs have amateur habits. Pros have pro habits. When we turn pro, we give up the comfortable life but we find our power. Steve answers the question, "How do we overcome Resistance?"
Steve, that’s really interesting re the three pillars. Noted, for if I ever get my s**t together. Well, even though I’ve been so distracted that I’ve hardly posted over the last couple of years, I’m still proud to be part of this community, your Pillar 3, learning from you and all the guys, us all urging ourselves collectively forward.
As I’m sure many of us are, I am eagerly looking forward to getting my hands on a nice hardback copy (and also a few paperback copies to gift to friends) of The Arcadian.
Best wishes from England.
Peter
Dear Peter,
just reading through your post.
I am sure we others will also succeed with our own projects. You and me and all the other members of this couragous and comforting community of Steve’s will very soon be promoting our own FINISHED work.
Until then all the best
Agnieszka (Polish girl from Germany)
Good to see you, Peter!
Thank you Steven for letting us watch your progress and may your efforts be greatly rewarded!
Steve,
That was a great post. Thanks, as always, for sharing your insights and years of experience. I’m new at all this… so, suffice to say, that was really helpful. Thanks again. All the best on your new book, The Arcadian. The cover looks amazing.
Thank you for sharing your knowledge so freely. Your posts help me to see where I make excuses ( resistance). So what if I’m an introvert. So what if I’m not tech savvy. So what… Yes, I must work on a presence. No excuses . Keep to the task. All the best wished for The Arcadian.
Thank you, Steven!
This is so helpful and encouraging!
I have so much I deeply desire to get out to the world, and it’s nice to know that I’m making a bit of progress on some of the pieces that make sense.
I don’t have many heroes, but you’re one of them.
Keep fighting the good and worthy fight!
Bill
I understand the sentiment about Stephen King. I feel the same way when a guy named Pressfield releases a new book.
Thanks for the peek behind the promotion curtain! I’m excited to be keeping up with it
1) It’s been interesting to follow along over the years and see how Steve’s approach to marketing has evolved. I’m looking back to “Why I Don’t Speak” from 2012, which is more about eschewing “room-sized speaking engagements” than about 1:1 podcast/interview scenarios, but still on the topic of ‘I’d rather be alone with my words.”
Or from 2013’s “Opportunities are Bullshit”: “I know this: I feel bad when I pimp my wares. My colon contracts. Bile ascends in my gorge. I hate myself and I hate everyone attached to the effort. Yet that insidious voice keeps whispering. ‘But this is an opportunity, man! You gotta network. Get out there! Everybody promotes their stuff. Be a pro. Seize the moment, dude!’”
Or 2019’s post “The Moment with Brian Koppelman,” which leads with: “I almost never do interviews.”
And then coming around to today and seeing Steve’s current perspectives and valuations, and how those have evolved over the past dozen years of doing this work. And I’m supposing that that evolution is NOT throwing one’s hands in the air and saying, “Fuggit. If you can’t beat ’em, join ’em.” Instead, it’s leaving behind the “pimp narrative” and embracing the idea of “I want to tell you about this great story you might like.”
2) Just got a shipping notice on my pre-order of The Arcadian. Shipped yesterday, here on Saturday. I guess all that grass-cutting and fence-painting will have to wait until NEXT weekend.
Joe,
Thanks for this point of view.
I know, I know, Joe. Thanks for ordering!
Semper Fi, baby …
Steve
I appreciate the reassurance I’d remembered Steve’s evolution correctly, Joe! And who better to convince the rest of us to get on the same train?
If you’re new to the “being interviewed” game, a few suggestions from someone who used to interview authors all the time. (1) Don’t treat it AS an interview. Approach it as coffee with a best friend who can’t wait to hear what you’re up to. Enthusiasm is infectious. (2) Listen back to the recorded version. You’ll catch mistakes you wouldn’t otherwise — too many filler words, unnecessary laughter (nerves, generally, and I have yet to lick that one myself), whatever. (3) Don’t try to cram everything into a single chat. You’ll talk too fast and that’ll be distracting. Relax into it and leave people wanting more. You’ll almost certainly be asked back to share more stories.
Steve, I am humbled by your generosity. Turning your own challenge into a learning experience for others is the kind of act I like to believe the universe will reward. I’m not an active participant in this (or any other) community — a character flaw, I’m certain — but I do read them and am inspired by your courage in the face of tragedy as well as resistance. Much like Government Cheese, sharing your journey is an enormous help. Thank you.
Thank you for letting us peek behind the curtain. Bookthinkers’ focus and stated audience are non-fiction authors. Do you know of any companies offering similar services who are focused on fiction authors?
Thank you
AP
Annie, Bookthinkers just did their first FICTION thing with me. Not sure about any others.
For us newbie writers this is like winning the lottery. Handing over a solid plan is generous and appreciated.
Thank you! Such useful info. xxxooo
🍃🌸🍃
PS: CONGRATULATIONS ON YOUR NEW BOOK!
Ajuda, e muito, Steve.
Vou estrear um espetáculo proximamente, e com certeza, adotarei aqui, no Rio de Janeiro, as suas dicas.
Toda a sorte do Mundo para você e o novo livro, que vou comprar, com enorme prazer. 🍀🍀🍀
‘break your lags’, como fizemos.
Dizemos
Steven,
By over use, I’ve destroyed your War of Art, an Turning Pro books. Now you’re asking me to be seen. For a flaming introvert artist, I think you’ve just kicked me off the cliff. How dare you!
and thanks
I absolutely have to start making videos.
Hi Steve,
Thanks for this post. It’s perfect timing for me as my book should be birthed for all to meet on Friday, May 8th. I’m grateful to hear what works for you. I’m not a fan at all of marketing, but I do host a podcast each week, and I’ll be taking advantage of marketing that way as well as making sure I do “my story” on Insta and Facebook as it seems that’s all people allow themselves … 10-20 seconds! I’m glad “my tribe” still loves paper, the smell of a new book, and the desire to soak in its contents! Happy Wednesday! And thanks again, Steve.
My milking stool also has three ‘pillars’. Maybe I need a bigger one that I can stand on and look beyond the paddock of isolation I have erected. You go Steven!!
Thank you so much dear Steve. Your example of bringing forth another creation leads my path too in many subtle ways.
I could only add for the beginner on one field what mister Jim Rohn said: “Make up in numbers what you lack in skill.” So, if a skilled seller talks to 10 and gets 9, then the beginner, whose ratio is for example about 1 “yes” out of10 “no”, he can talk to 100 and get 10. He wins! Mister Rohn was absolutely sure about that. (Well, let’s say there’s a limit, if there is 1 yes every 100 no’s, then we may have a problem.) The ratio is always there.
My copy of the Arcadian will arrive on the 2nd day after D-Day and the day after my birth. I can’t wait to enter the view of the machinery that worked all this time behind our communications and the struggles. This book will be a window depicting beyond failure.
I’m writing. Yesterday and today I even had inspiration. One problem that I learn to deal with, is the fact that my shit-detector hates all obvious things. And yet making a fight scene for example is the most obvious thing. Also, the obvious is *all* you can go for when you have zero inspiration. So my mind is trying to find the other perspectives that can be written – not because of reactive but authentic behaviour. When I do that on the page, it’s scary because the mind resists the obvious and threatens to wander and lose track of the storyline. It can! But maybe even that is a high level skill to acquire. Maybe the non-obvious, if it is from the heart, is an original track.
My love to you, Diana, and all friends.
Great insight! Thanks.
Late to the game here.. But great advice and valuable marketing gems/ideas shared. Thanks much for these, Steve.
I think the most admirable part of Steve’s marketing program is the fact that he exercises great discipline in executing it, even though it’s the last thing he’d rather be doing. Discipline.
Per Joe’s mining: “SP: My colon contracts. Bile ascends in my gorge. I hate myself and I hate everyone attached to the effort”… Despite this, Steve does his marketing work.
Yeah, man. Pick-axe and hardhat.
Saw this on James Clear’s 3-2-1 list. Alway on theme for this crew:
Endurance athlete David Dack on running (and life): “No one tells you running is 10 percent cardio and 90 percent negotiating with the voice begging you to quit.”