I was over on one of the writer forums today and someone had made the comment that telling people to advertise their books was “predatory encouragement”.
I wrote up an entire post in response to this person and then I got to the end and realized that I had spent twenty minutes trying to provide a helpful, informed opinion in response to a bitter, angry person who didn’t deserve my time.
So, since I already wrote the response, I figured I’d come here and share it with you guys instead. Here goes:
Just my personal opinion, but telling someone they need to advertise to reach readers is not “predatory encouragement” it’s business. And if you self-publish and want to make money from that you are in fact running a business. It is the very rare unicorn who can just put a book out, do nothing else, and see good results.
For me, at least, publishing and then running ads to see if anyone had any interest in what I wrote was the best way for me to learn what people wanted and what they didn’t want. It’s a constant feedback loop between content creation, packaging (cover, price category, etc.), and advertising and the more I do all three the more I dial in on what works for what I can write and what readers want.
It doesn’t have to be expensive, though. I started running AMS ads with pennies spent a day and only scaled up when I found books that sold well enough for that to make sense. I didn’t pay anyone to learn AMS, I just put in the time and effort. Authors who don’t want to spend money can do the same.
Authors who’d rather spend money than time can pay for a course. It’s their choice about where their efforts are best spent. This year I paid for a FB ads course with Skye Warren that was not cheap, but I decided I’d rather learn from someone doing well with the ads than try to start from scratch. I haven’t paid off the cost of the course yet, but using what she showed me I’m steadily selling four copies a day of a fantasy novel published in 2015 and priced at $4.99 so I’m pleased. I just started an ad on a romance novel also priced at $4.99 and had two sales the first day which is also promising. I would not have ended up with the ads I did without that course.
There are always going to be people who see a market like self-publishing and try to make money off of providing services or advice to that market. Some of them are going to provide bad services or bad advice. And it’s a good idea to be skeptical about what someone tells you about their success. Earlier this year I took a course someone was offering on writing in one of my genres. Halfway through I realized that they were very likely getting their USA Today titles and good ranks by spending almost every penny they earned on ads. I’ll never take another course from that person again because I value making a profit over ranking well or getting my letters.
But some service providers are incredibly useful in helping authors do better. I love Vellum and Bookbub. I am highly grateful for their existence. I am grateful that when I choose to I can spend a small fortune for a gorgeous cover. And that there are tons of authors out there giving away knowledge for free even if I sometimes have to sort through the confusion or inconsistencies to get to the nuggets of truth that will work for me and how I write.
So there you go. The response I wrote for someone who didn’t deserve a response.
In other writerly thoughts, it occurred to me today that the writers who get the most attention from me are not always the ones that have the best things to say. But they are often the ones who talk the most. Because when I’m sitting here trying not to work and decide to go to Twitter or to check blog posts to kill that ten minutes, I usually go to the authors I know will have content. So that author who lives on Twitter daily and has new tweets every few hours is far more likely to be the one I visit than the one who says really interesting things once a month. Same with blog posts. I’ll hate-read someone who blogs daily before I go searching out that author who blogs irregularly but says really useful things.
(This could have something to do with the fact that I never subscribe to anything so I have to manually check blogs and also I no longer have a Twitter account so have to see tweets by looking people up one-by one. But still. Something to think about. Sometimes consistent production is better than quality production.)