Evangelists Aren't Strategists

Beware of Book Marketing Peddlers...

I was really struggling to get any book sales. It was defeating—morally and financially—to realize that no one was really interested in my book. But then…BUT THEN…I found [insert course or subscription plan or ad spend routine] and now I am seeing consistent sales. My newest book even made the USA Today Bestseller list! I am so grateful! Now I teach other authors the same method I found. Sign up today, because the price goes up next week and I really want everyone to get the best deal possible.

Give me a face palm or side eye emoji in the comments if you are as tired of hearing those online pitches as I am!

Look, I don’t think it’s wrong for someone to make money off of a product they have found success with (I have certainly used affiliate links, for example, in my newsletter from time to time). But the real meat of marketing is never going to come from someone like this, or the product they are recommending.

I once heard a marketing expert say the phrase “Evangelists Aren’t Strategists.” I have never heard anything more accurate to our current bookselling climate.

When it comes to marketing your books, there is a LOT of advice out there. Beware of the marketing evangelists—those who hype up a specific tool or path or mindset that promises you straightforward growth and transformation.

We’ve all purchased something from a testimonial like the one above. And the thing never worked as well for you as they claim it did for them, did it?

Was the other person lying about their success? Just trying to make a commission? Not necessarily. They probably incorporated the tool into their marketing plan in a different way than you did.

Every book and every author is different. The silver bullet that worked for Author X might need to be applied to your career in a different manner.

The solution? You need to be a marketing strategist. Someone who thinks long-term, who walks up a ladder step-by-step, who sets both realistic and stretch goals for your author career.

My challenge to you: set some goals based on what you want for your book in 3 months…6 months…12 months. Then brainstorm a few options about how you hope to achieve those goals. (Hint: it won’t come from one magic tool someone SWEARS is, like, the best investment you’ll ever make.) As you try different strategies, double down on the ones that work. For the ones that don’t get you good results: either stop doing them, or pivot how you think about their success (i.e. even if they didn’t get you book sales, did you make a networking opportunity or connection instead?)

It's important to be a strategist for your books, and not get caught up in every Shiny New Opportunity that an evangelist peddles your way. Remember: a book’s life is long. And while not every marketing opportunity is available as your book ages, you do have more time than you think. You have time to craft a plan that will go the distance. So make sure you are listening to expert voices and teachers who are strategists that can help you make a plan, not just loud talkers selling you on their [likely exaggerated] transformation story.

Best,

Emily

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I don’t use paywalls or upsell the meat of my newsletter for money. But if you have found any of my advice helpful, you can always toss me a tip with the Buy Me A Coffee button. I am grateful for each one of you!