Beware the Marketer

Posted on July 23, 2017


Last week I received six unsolicited e-mails from marketers and self-style marketers urging me to invest in their “sure fire” promotional schemes. Most offered the same or variations of the same processes: reaching hundreds of thousands of Twitter subscribers, blog appearances, e-mail listings, bargain prices on “how to sell” pdfs and videos.

Last week was no different from the week before. Thousands of self-designated “experts” have figured out to make money from publishing, particularly self-publishing: not as writers but as marketers.

Among the urgings of most of them are “know your market” and offering guidance for zeroing in on them, including how to increase SEO ratings, increase key word capacity, etc. Almost without exception each marketer offers a “basic” plan and a more expensive upgrade to a “premium” plan. And most urge subscribing to a newsletter or frequent e-mail mailings featuring news, tips and special offers.

“Know your market.” It’s important that writers, especially those just beginning to self-publish, know how to evaluate marketing offers. Millions of tweets disappear without being read, hundreds of blogs fail to attract book buyers, tools to attract Amazon/google/Facebook viewers elicit few if any responses. It’s impossible to trace the results of many “sure fire” promotions, particularly those that involve social media. Book sellers don’t ask how a buyer found out about a book—most, like Amazon, simply offer a “Buy now” button.

Look before you leap. Many marketers depend upon first-time, one-time purchasers. The $25 bucks they take from a writer seldom results in 25 99 cents a copy ebook sales.

Posted in: Book Marketing