promote your work without fear
if you’ve ever created something and then hesitated to promote it because you didn’t want to come off as it being all about you….then today’s question from todd will resonate and my response will have some insights for you:
“i’m publishing my first book this year: a how-to guide on startup culture for founders. while some part of me fears coming across as self-promoting, i also know that founders of growing companies need help with culture. i was one of them….never knowing what to do about culture even though i deeply cared about building a more human, more authentic company. do you have any advice on spreading the word?” - todd e.
this is a common quandary and one for which i have deep empathy. i can tell from todd’s question that he’s a mission-driven person as well as a giver. i bet you are, too.
as with all things, too much of a ‘good thing’ can become a ‘bad thing’. this is the case here, as well.
if we hold back on sharing because we’re worried it will come off as ‘look at me!’, we’re getting in the way of the benefit of the thing we’ve created that is designed to be a resource for those who need it. essentially: we’re blocking them from that offering.
a great reframe is: 'i'm a vessel of this message, it's not about me. it's simply being shared through me.' then, center your audience in your mind as you focus on the promotion strategies you'll take.
when it’s about service, not performance, something fundamentally shifts.
yes, there will be people who will hate (privately or publicly). that’s not a good enough reason not to share the thing you created that you know, in your heart of hearts, will support others who need it. in fact, that’s the cost of admission.
this mindset shift will also make it a hell of a lot easier to do the potentially uncomfortable things like:
asking your network for introductions to podcasts, speaking gigs, promotion partners, etc
posting to social media
sharing testimonials about the book (and asking for them)
asking people to buy and share the book
hiring a publicist and/or agency to book you for media appearances and/or run ads about it
additional tactical things to keep in mind: before you launch, consider what success will mean for you and this book. along those lines, how do you control what’s within your locus of control? meaning: you can’t control if it hits a bestseller list. you can control how many posts you’ll share and your relationship to reviews, rejections, wins, and the other ups and downs that come with putting your creative work into the work.
from my own publishing experience and from seeing behind-the-scenes of many author’s journeys it’s worth also noting that:
picking 1-3 lanes on which to focus your promotion will keep you focused and you'll see better results (for example: speaking gigs with bulk buys of your book, traditional media appearances, digital ad strategies, podcast touring, creating events that come with a copy of your book, etc).
all of your sales don’t need to come right away, particularly if the content of your book is evergreen. pace yourself.
it’s important to think about the promotion strategy before your book launches. it’s a product and like any offering you’d create, you need a plan for how to get it out in the world. don’t leave this part until your launch date.
grassroots efforts can be very effective (for example: sign up book ambassadors who will do book salons with 10+ people each to read and discuss. get your book on local book club reading lists. send advanced copies to influencers in your space to read, review, and share.)
few books become a direct driver of considerable revenue for the author. those who stay sane in the process consider it to be either a. a calling card to drive more business to their core business or b. a labor of love they couldn't keep to themselves and anything that transpires from it's creation and sharing is icing on the cake.
ps if having more support with promotion and building your thought leadership would be helpful, here’s a resource for you.