Social Media Marketing

Truth, Lies, and What it Means to Win

As a novelist, the two questions I’m asked the most are “What is your book about?” and “How many books have you sold?”

I love answering the first one. Writing was my passion before it was ever my job, and when someone asks with sincere curiosity about something I’ve created, I’m thrilled to share. Yet the second question feels a lot riskier. Part of me wonders what weird rules of society even cause people to ask this—do they also ask restaurant owners how many customers they’ve served?—but I can only assume good intentions. Either they’re excited for me and want to celebrate, they don’t know many novelists and are genuinely interested in the business side of it, or they’re considering a publication of their own and are wondering how lucrative it might be in six months’ time. Maybe a few people simply want to ridicule my low numbers and so-called artistic endeavor, but I suspect most of those are only in my head. Hopefully.

So here it goes: truth, lies, and what it means to win. On second thought, I’ll put the bad news first.

LIES

  • Marketing on social media is easy.
  • I am more interesting than 99.9% of the internet and its users.
  • Tweeting about a book will generate instant sales and dedicated fans.
  • The whole world will immediately know about my book because (a) it’s published and (b) it appears prominently on a Facebook author page.
  • Bloggers make thousands of dollars sitting at home in their pajamas.
  • Any sentence ever uttered that describes a book as “passive income.”

Basically, it boils down to the myth that writers can type a few words, click a few buttons, and watch the money roll in. Sorry, but there is no magic formula.

TRUTH

  • Effective marketing strategies have short-term, mid-term, and long-term goals. Visibility is only part of the equation. Especially on social media, promotion has to be meaningful, targeted, and interactive.
  • I am one interesting voice among millions (billions, maybe, that sounds more depressing). Rising above the noise is necessary, but it’s not just about being louder than everyone else. Social media marketing is about reciprocity and collaboration. People care about people who care about people.
  • In real life, I don’t say hi to a stranger in the grocery store and then suddenly have a lifelong friend. Just because people follow me on Twitter or like my Facebook page, it doesn’t mean they trust me. Building a following is about engagement and consistency over time, not a sudden spike in numbers.
  • We are inundated with people’s online fundraisers and multi-level marketing scams. It takes some repeated efforts for anyone to actually recognize my book in a crowd, but experts will agree that social media users don’t just want a sales pitch. They want quality, enriching content. People need to buy into what I’m offering for free before I ask them to buy what I’m selling.
  • I sometimes wear pajamas when I blog.
  • Behind every “passive income” royalty check are untold hours of writing, revising, editing, and marketing. People who do make decent incomes on YouTube or Amazon Kindle didn’t just wake up one morning and find themselves there. It’s hard work, not magic.

So is writing just a bleak, meaningless wasteland? Absolutely not. While perhaps any art can be defined as “beautiful but impractical,” there are real, useful connections that have come from my social media efforts. Laying the groundwork takes time, and most rewards are not monetary. Yes, I sell books, and I want to keep selling. But winning is realizing that there’s a whole lot of giving that must come before getting.

Click here for more lite posts (600 words or less) or follow @AuthorJLeonard.

17 Reasons I Hate List Posts

Number 13 Will Shock You!

It’s borderline epidemic. I’ll be at my desk, minding my own business while minding everyone else’s business on Facebook, when BAM! It grabs me.

The list.

10 Disney Movies Your Kids Should Avoid
22 Celebrities You Didn’t Know Were Vegan
99 Ways to Make $1,000,000 While Sitting on Your Couch

The ever-present clickbait soon drags me down into that dark rabbit hole of internet time-sucking. I admit it: Many a list has trapped me with its claws. So what’s my issue with the increasingly popular article format? Hold on—I’ve got a few.

1. I feel swindled.

Hoodwinked. Double-crossed. Downright duped. I’m halfway through “101 of Our All-Time Favorite Cat Memes” when I realize that my productive workday has transformed into a gallery of indignant felines. What happened? How’d I get here?

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2. Lists encourage my indecision.

Why can’t we have just one Best New Restaurant to Try This Summer? Too many lists and pretty soon I only drink beer in sample flights and want to know if extra cheese can go on a quarter of my pizza instead of the full half.

3. They insult my reading ability.

I can skim for relevant keywords without your bold title text, thank you very much.

4. The burdens are unnecessary.

Why do I need to worry about “where they are now” for all 25 women of The Bachelor Season 1? I didn’t want to know where they were then.

5. Actual burdens seem unnecessary.

My brain automatically categorizes “12 Ways Global Climate Change Will Affect Your Children” alongside “15 Foods You Didn’t Know You Could Microwave.” Oops.

6. The organization never makes sense.

This probably should have been my first point.

7. Random advertisements pop up in the middle.

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8. It’s hard to be original.

As Solomon said, there are no new life hacks under the sun.

9. They’re rarely controversial.

I prefer highly charged, one-sided political rants that I can post to Facebook without actually reading them. Really, nobody ever leaves amped-up five-paragraph responses to list posts. “9 Reasons You Should Start a Protest” just doesn’t fan the flames.

10. Talented authors sell themselves out.

Dear list writer: We both know you could create Pulitzer-worthy journalistic exposés, but we also both know your freelance blogging career is better launched through “23 Superfoods That Won’t Break Your Budget.” Fine literature, I grieve for thee.

11. I’m ashamed of how much Netflix I watch.

You want the truth? I clicked on “50 Shows To Binge This Weekend” because I wanted to. Because I can’t sleep without it. Because nothing in my life has been the same since Sherlock. Now go away.

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12. Those photo galleries where I have to hit the next arrow each time instead of just scrolling down and then a whole new window opens just because I clicked on something.

I can’t even.

14. I don’t trust lists.

“4 Fantasy Quarterbacks to Start This Week and 3 You Should Sit” all but guarantees I’ll start the wrong guy. But if I don’t click on it now, I’ll always wonder…

15. I like the idea more than the thing itself.

A post like “15 Ways To Improve Your Concentration” sounds good until I realize that I actually have to do stuff. Breathing exercises? I think I’ll just move on to “35 Workout Routines to Finally Burn That Belly Fat.”

16. They’re always way too long.

When I’m saying tl;dr to a list post, you know I’ve got attention-span problems. By the time I get to the bottom, I don’t even have the energy to troll the comments.

17. I still have hope for our world.

Stand up, dear reader! Raise your voice! We are more than just sponges to absorb whatever random bullet points these internet marketers decide to drop in front of us. Am I wrong to yearn for quality over quantity, knowledge over gossip, and cultivated discourse over mere stimulus injection? We must fight for meaningful content!

By the way, any good documentaries on Netflix?

Click here for more lite posts (600 words or less) or follow @AuthorJLeonard.