If you’ve been online any length of time, you’ve probably read a lot of marketing advice. Here’s a bit of advice about that advice. Any time an expert says you “have to” do something, your first question should be “why?”
If the answer is “because everyone else does” you should flatly reject it. That’s almost as bad as the classic maternal mantra, “because I said so.”
Don’t be intimidated by someone’s “guru” marketing status. If they can’t give you a reason to do something that is better than “because everyone else does,” do some research yourself.
Every form of marketing has costs. It might be your time or it might be money, but everything you do has an impact on your business, either positively or negatively. Realize that some marketing techniques may not be right for you.
I’ve written a lot about the various ways you can market your book, but I don’t expect you to use them all. Realistically, not everything will be effective. For years, experts used to say that you “had” to do direct mailings, and make cold calls to find clients. Those ideas may work for some people, but not others. If a technique doesn’t feel right and doesn’t align with your skills, avoid it. You can’t do everything.
Don’t be afraid to go against the grain, try something new, and do things your own way. I can’t tell you how many times I’ve heard that I “have to” use a particular online shopping cart “because everyone else does.” Marketing fads and software products come and go and there is never one “right” solution for everyone.
You are an individual with your own strengths and weaknesses. If you’re a great speaker, you may consider doing teleseminars or in-person events to market your book. If you are a shy hermit who wants to stay behind a keyboard, those options may not align with your personality. For you, sending out newsletters or writing articles may be better marketing options. Don’t try and be someone you’re not.
It’s more important to be creative and consistent in your marketing. Trying to chase after the latest marketing fad is not only exhausting, it’s not good for your business either.