Do You Suffer From Marketing Inadequacy?

The success some authors have in marketing their books can overwhelm writers or even cause them to give up

Last week we talked about how to deal with writer envy, of how to avoid having the abilities of other writers overwhelm us. While the threat of writer envy does assault me from time to time, I’ve mostly come to peace with my writing ability. I know I am good and am getting better. I may never be really great, but I’m okay with that – most of the time.

However, the flip side of writing ability is marketing proficiency. I must admit that I sorely struggle with my lack of promotional prowess. I’ve taken classes (even at the graduate level) and understand the theory. I know what to do, yet my gut churns when it comes to implementation. Too often it feels smarmy. Yet when I press through, I do well, but too often, I don’t bother to push myself to act.

I see other authors who successfully promote their books into the stratosphere of success, book after book. Their results devastate me—especially when the book isn’t well written. The sad reality is that a marketing maven doesn’t need to write a good book to make a lot of money. They just need to excel at marketing. I am envious.

So if we’re not good at book marketing, don’t want to do it, or even feel it is beneath the art, what are we to do?

Give Up: We could just forget our passion to write, our dream to create art, and move on to a less frustrating, more profitable career. Yet would that make us truly happy? Or would an unsatiated compulsion to write roil in our souls? I think we all know the answer.

Ghostwrite: Writing for others as a ghostwriter, writer for hire, or collaborator allows us to write—and earn money—without the need to market. I like this. I do this. Yet I also want to see my name on the cover. True ghostwriting assignments don’t provide that option.

Write But Don’t Market: This is a built-it-and-they-will-come mentality. We focus on the art of writing and forget about the business of writing. In rare instances, it works. Usually not. Don’t pin your hopes on this strategy.

Outsource Marketing: I’d love to hire someone to do all my marketing for me. It would be so freeing. Yet two questions nag at me: Would it be cost-effective? (likely not), and would they produce acceptable results? (doubtful).

Press Through: Every job has fun aspects that we like and other chores that are, well, chores. We must slog through the difficult toils to resume the joys of creation.

I’ve considered each of these five responses. I often vacillate between them. Though I seldom consider quitting any more, the other four considerations pop up each week. I don’t have an answer, but as I try to figure one out, I will continue to write.

Learn more about writing and publishing in Peter’s book: Successful Author FAQs: Discover the Art of Writing, the Business of Publishing, and the Joy of Wielding Words. Get your copy today.

Peter Lyle DeHaan is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book Successful Author FAQs for insider tips and insights.