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Four Reasons Why You Must Take Responsibility for Your Own Marketing

Several years ago, I had lunch with a prominent, formerly best-selling author. He was angry that his sales had been in steady decline for several years. Unwilling to accept any responsibility, he poked his finger in my chest and hissed, “My job is to write the books; your job is to market them.”

A Businesswoman Holding a Business Card - Photo courtesy of ©iStockphoto.com/Cimmerian, Image #3338142

Photo courtesy of ©iStockphoto.com/Cimmerian

In the old world, he was right. Authors created the product and relied on their publishing company to market it. But that world is dead. That doesn’t mean that publishing companies expect you to do everything. But it does mean that they are more effective if you have a platform already in place. It provides something for them to leverage.

If this is true for authors who publish with traditional publishers, it is even more true of self-published authors. Yes, it is easier than ever to get a book into print, but it is more difficult than ever to sell it.

As a result, marketing is not something you can afford to leave to others. You must take responsibility for it yourself. This isn’t just true for authors. It applies to almost every other field as well.

There are at least four reasons why this is necessary:

  1. No one knows your product better than you. I hear authors complain all the time, “My marketing director hasn’t even read my book.” I’m sorry but that’s the norm. Get over it. Post-recession, the typical marketing director is responsible for 50-plus books per year. Even if they did have time to read your book (which they almost certainly don’t), they will never know it the way you know it.
  2. No one is more passionate about your product than you. Do you really think anyone could care about your book more than you? I doubt it. You took months—perhaps years—to write it. You kept going when that little voice in your head told you that you were crazy. You endured a string of rejections from agents and editors. But you kept going. Why? Love. You were passionate about your message or story. You just had to share it with the world.
  3. No one has more skin in the game than you. If your book fails, the marketing director at the publishing house will go on to the next project. It is not that he or she doesn’t care; it’s just that the publisher’s bets are spread across a portfolio of projects. Not so with you. Your publishing fortunes rise or fall on the success of your current project. If it succeeds, you reap the lion’s share of the rewards. If it fails, you suffer the consequences. Your career is on the line.
  4. No one is likely to do it if you don’t. I wish this weren’t the case, but for 95 percent of all authors it is. Sure, a traditional publisher will deploy a standard set of marketing activities. But these are generally not enough to get your book noticed—especially in a world where more than one million new book titles are published every year. Marketing directors and publicists generally don’t have the time and resources necessary to make your book a success.

This is why you must take matters into your own hands. Let me suggest that you take a long look in the mirror. The person you are looking at is your new Chief Marketing Officer. Stop complaining about the fact that your book is not getting the marketing effort it deserves. Instead, take responsibility for your own publishing success and invite others, including the publisher, to join you in the endeavor.

Question: As an author or prospective author, how do you feel about taking on this role? You can leave a comment by clicking here.
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

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Posted on June 28, 2011

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  • Anonymous

    I think you wrote a similar post that motivated me to build my platform. I have a long way to go but I have been encouraged by the progress I’ve made the last 8 months. It makes perfect sense and it is fun to identify your audience and build your following. One day when I do write one of my book ideas and get it published I will already have guaranteed sales! Hopefully that will be encouraging to the marketing director that is responsible for me and together we can expand that market.

  • http://www.cheaplovebook.wordpress.com Carrie Starr

    Our first book comes out this summer and no one is more excited about it than we are!  I’m glad to take the lead with marketing our project.  You’re right!  No one knows this topic like we do.  This is our story- our passion.  A fire has been lit and we’re the best ones to spread it!  Thanks for the encouragement to make this happen.

    • http://www.forward-living.com W. Mark Thompson

      Congratulations on your book, Carrie. That’s awesome!

  • Beth West

    I’m a painter rather than a writer, but from my observations much of what you’ve said would apply to my field.   What are your favorite resources for people looking to market their own work?  Do you know of anything that would be specifically tailored to helping strongly introverted people learn how to be comfortable interacting in person with people they are not acquainted with?

    • http://michaelhyatt.com Michael Hyatt

      You might start by searching my archives on social media and marketing. CopyBlogger.com and ProBlogger.com are two of my favorites.

      I am introvert, too. You just have to do it. Focus on the outcome. Build in time for re-charging.

    • Jason E

      Beth,

      Can I recommend two books for you? You might start with Love Is the Killer App, and The Likeability Factor, both by Tim Sanders. Good luck.

      • http://brevis.me Robert Ewoldt

        I think this advice can be true for any creative person… or any person in
        business for themselves, really! Marketing your service or product is HUGE,
        and if you’re a one-person shop, you need to get good at it.

  • Anonymous

    Seth Godin over at the Domino Project, posted a spreadsheet an author used to help market her book. Although her book was published traditionally, she approached the marketing of her book as a self-published author.  I found it insightful. 

     http://www.thedominoproject.com/2011/06/a-spreadsheet-for-the-self-published.html

    • http://profiles.google.com/sequoiajoy Connie Brown

      Laurinda, Wow. That spreadsheet is an awesome resource. It does so much of the brainstorming work for an author. Thanks for sharing that.

      • Anonymous

        I thought so too Connie.  It is eye-opening. 

    • http://michaelhyatt.com Michael Hyatt

      This is a fabulous resource. Thanks for pointing it out!

  • http://jasonfountain.blogspot.com Jason Fountain

    Wow – I just read all of the comments with fascination. I totally “get” the idea that authors have to be their own marketer in this day and age. It is daunting and exciting at the same time. I’ve only been blogging for a couple of months and, I guess, my focus right now is just producing good content and building a following. I feel like right now that I’m pushing that huge stone wheel up the incline. Some days it feels like too much – can I make it over the top and get some momentum. Michael, I feel like this post is a ways down the road for me, but it is exciting to think about the possibilities. Your insight is appreciated.

  • Colleen Coble

    I think the biggest thing to remember is that publishing is a partnership. I write the best story I can then talk to my publicity and marketing gurus about how we can get the word out TOGETHER. I often have ideas that they jump on or they may tell me that what I want to do has been tried and it’s not a good use of my time. They have things they ask me to do also that they think might be beneficial. Keeping the lines of communication open is crucial.

    But like you said, Mike, it’s my passion for my book that drives everything. :) I know my book better than anyone. I know the issues that are in there, the setting, other areas of interest that my team can help me leverage to do the best job we can. 

    • http://michaelhyatt.com Michael Hyatt

      Thanks for your insight, Colleen. You are, in many ways, the model author for the new world.

  • Audrey4j

    I have an ebook pubbing, hopefully within the next two weeks. R U Bullied? is s a teen book with helpful, Bible-based instructions on how to stop bullying in your life. I signed up with Smashwords because they send the ms. to every POD publisher on the planet, and they have great instructions. And someone posted on one of my writers loops a blog post by Dean Wesley Smith outlining a networking procedure that should work well:  Print cards similar to ones that are sold on racks in stores. On the front is the book cover, and on the back is a number the reader  can use to buy the book online. Sett upa button on your blog, attend conventions, give cards to anyone who’s breathing, use the social networks, etc., and give away the first (100) books free. Do the usual book signings, interviews, articles written as takeoffs from the book, etc. Take it from there. I’m waiting to send press releases until I’m sure the book will publish on time. I’ve waited until Blogger finished their updating because the last two posts fell off the wall. You’re welcome to look at it, but please realize it’s not the best impression because of the above-mentioned factors. http://www.audreyhebbert.com

    You can google “Dean Wesley Smith’s blog,” and it comes up. The link I use doesn’t work for most people because it’s a May 23 post.

  • AnneGale Nester

    I’m excited to know that I am allowed to be my own CMO and not receive any backlash from the publisher. I am passionate about my book(s) and will enjoy working in concert with the marketing director. 

  • Rjbernabe

    I’ve written one book that was published by Thomas Nelson. Thanks to them and this blog, I learned a lot about marketing my material. Mr. Hyatt is correct – you must take responsibility. This includes social media – of which you must become a master. You must also take responsibility for creating relationships with radio personalities. In my case, I wrote a book on personal finances, so the topic is broad and extends beyond the initial marketing period of the book.
    I’ve now written a second book and but I need to expand my platform before I can get it published. Competing against the likes of Dave Ramsey isn’t easy!

  • http://www.bigb94.wordpress.com Brandon

    Great points…although I will probably not publish a book anytime soon (later when I become a successful doctor maybe), but it applies to running a successful blog. All of the marketing and things that make it successful rely on you.

  • Daniel

    Michael,

    Traditionally, I’ve wanted my publishers to provide me with editorial assistance (development editors, copy editors, tech editors), production assistance (book design, typesetting, printing), distribution assistance (getting it into bookstores and onto amazon), and marketing assistance.

    In my experience, publishers are doing less and less of these while still taking 90% of the net sales. If the publisher expects me to do more then their take must be less.

    Daniel

    • http://michaelhyatt.com Michael Hyatt

      This won’t happen for one simple reason: there is more supply than demand. There are thousands of authors vying for a handful of slots. You can argue that this isn’t fair. Meanwhile, the publisher will simply move to the next author in line.

  • Jasondbyerly

    For me this is very empowering. I write because I’m passionate about what I have to say. Who wants to sit around and wring their hands hoping that a marketing department will do all the work and believe in it as much as you do? I love being able to get in the game and be an asset to my publisher. After all we both want as many people to read my work as possible. Game on!

  • http://www.facebook.com/people/Lee-Cole/100002242913529 Lee Cole

    Hi Michael! I’ve been reading your blog for some time. I got here from Dan Miller’s 48Days. My question is this. I can easily see how to build a platform for a non-fiction book. Weight loss…build a blog, speak in public, teach classes, Facebook, Twitter, etc. But how do you do this for a work of fiction? My wife is finishing her first fantasy novel. I do online marketing for a living. But I can’t figure out how to do this for fiction. Any insight would be appreciated! Lee

    • http://michaelhyatt.com Michael Hyatt

      Lee, unfortunately, I don’t have a good answer. because I am not that versed in fiction marketing. You might try following some successful fiction authors who are marketing online. Colleen Coble and Ted Dekker come to mind.

      • http://www.facebook.com/people/Lee-Cole/100002242913529 Lee Cole

        That’s a great idea! Thanks! 

      • Jason

        It would be great if you could convince someone from Thomas Nelson who’s responsible for marketing fiction to guest blog on this topic. It might benefit a lot of your readers. Just a thought.

        • http://michaelhyatt.com Michael Hyatt

          That’s a good thought. Thanks.

  • http://twitter.com/coccyTW Cinzia Rinelli

    Self marketing is surely important since you can build your credibility starting with those who already trust you and then move on. Also, often marketers are driven by their target results and do not see these results as a way to get to YOUR target. I wrote this post about how to have a better look at marketing today..  http://bit.ly/jDN18A

  • Terri

    I don’t mind the idea, but I feel unqualified and ineffective.

  • http://LookingForPurpose.com Dylan Dodson

    As I have just self-published my first book, I am well aware that all of the marketing falls on me. I’m doing what I can, unfortunately “what I can” is not nearly as much as what I would like.

  • http://www.billprettyman.com Bill Prettyman

    Great advice, Michael, for authors but this is true even for those of us who are not authors. Each of us must take control of our own marketing in order to reach the goals we have. When we create a platform for ourselves that will benefit others, we can move into a more opportunistic position. Social media platforms give us more opportunity to create a platform for ourselves in service to others and not depend on others to do it for us. After all, who is more passionate about us and our message? We certainly need a plan that gives us a general direction but we need to get started taking action like creating a blog. When you start moving it is amazing how God begins to put the next step in front of you.

  • http://ericspeir.com/ Eric

    This is great advice. As an aspiring author this can be intimidating but it’s still good to know. I like your advice about building your platform. I am in this stage now and it is quite fun and challenging. I look at it as an investment. In the end it will pay off.

  • Al Pittampalli

    You’re right Michael. The position of full-time author, sitting alone in a cave writing, and then handing off to the publisher to sell, is dying (if not already dead).  In such a cluttered marketplace filled with an enormous supply of books, it has to be up to every author to spread their own message by starting their own movement, leading their own tribe. That’s the way books sell in a sustainable way these days. And it’s impossible for a publisher to do all that for an author.

  • Dbrennanj

    Michael, great post. This was one of the main reasons why I self-published. The competition is huge as you point out. I never had dreams of a best-selling book. But the stories of impact from those who have read it have been big. Those readers have become marketers for the book. I have been pleased with the success of the book.

  • Rick Dorr

    What are some current marketing strategies that you would recommend.  Maybe you could post that in your next or future blog.  I think most of us are willing to do the leg work, but not quite sure where to step..  Thanks,

    Rick Dorr

    • http://michaelhyatt.com Michael Hyatt

      I think it is difficult to provide a general marketing strategy or even tactics. Each book requires a different marketing plan based on the genre, topic, targeted audience, etc. Having said that, I am planning to write more posts on the how-to.

  • http://twitter.com/cheetosrapper Dan Greegor

    I agree. Who better to promote a book/idea than the author?

  • http://www.tnealtarver.wordpress.com TNeal

    As an in-waiting author, I’ve grown accustomed to the fact that I have the highest investment in my own manuscript and have to learn a lot more than how to write (which is a tough lesson in itself). I know that I’m the “Chief Marketing Officer” (which sounds pretty cool when you think about it).

    “Hi, I’m Tom, Chief Marketing Officer for ‘Neat and Memorable Title.’”

    I’ll try that boat out with friends and family and see if it floats.

    A few questions to follow up when I get another opportunity to comment. Uh, oh, my boss (see 13 ways to frustrate…) is coming.

    Oh, oh, that’s right. I work at home.

  • http://www.marydemuth.com Mary DeMuth

    I feel fine about taking on the role of marketing. I know it’s my responsibility. And, thankfully, with social media, what I do takes time, but not tons of capital.

    The frustrating part of marketing, though, is not knowing exactly what “works.” I study this all the time (and I think you do too, Mike). I’ve tried a lot of things, and failed. I guess if I can figure out what always works, I could write an ebook on it and make money!

    I hate to say this, but an analogy I heard when we raised support to be church planters in France sticks with me in terms of marketing. Picture a long gravel driveway. Under five of the rocks is a red X. Your job is to turn over every stone until you find the five rocks. That’s a lot like marketing. You turn stones over. A lot merit nothing. Some merit a lot. But the key is a huge amount of tenacity and perseverance.

    I also believe that authors have a strange idea about their job, that if they write a book, they’ll automatically be granted money and success. The truth? It’s HARD work. Every single dream we have has hard work attached. I can usually tell the authors who will succeed by how well they bounce back from failure and whether they keep trying or not.

    • http://michaelhyatt.com Michael Hyatt

      I love the gravel driveway analogy. Perfect. It is hard work. Most would-be authors aren’t willing to do this. But, for the few that are, it’s a competitive advantage!

      • http://www.marydemuth.com Mary DeMuth

        Yes, but it’s also tiring sometimes because you have to turn over so many “Unsuccessful” rocks.

    • David A. Todd

      So Mary, how do you market via social media without appearing to be a spammer? I’ve friended a number of fellow writers on FB, and all I see from them is spam. No way am I going to do that to friends and family.

      • http://www.marydemuth.com Mary DeMuth

        I’m just myself. That’s it. If I see a verse I love, I share it. If I’m frustrated, I share it. If I am praying something, I pray it. Occasionally I’ll tweet about my stuff, but mostly I’m just being me.

        • http://michaelhyatt.com Michael Hyatt

          I wrote about this in a post called, “The 20-to-1 Rule.” This has helped me find the balance.

          • http://www.marydemuth.com Mary DeMuth

            Great post! Good reminder. I just tweeted it.

          • http://michaelhyatt.com Michael Hyatt

            Thanks, Mary.

    • Terri

      I’m not encouraged, Mary. lol I’m on your newsletter list and have read more from you than anyone else I follow. If you struggle with being an effective marketer, whatever will I do? –I’m not really hopeless about it, I’m not ready to begin marketing, but it does make me stop and think. Thanks for sharing honestly.

      • http://www.marydemuth.com Mary DeMuth

        It’s certainly a skill to be learned and you must be tenacious…

  • http://twitter.com/CoachTheresaIF Theresa Ip Froehlich

    I can see this post spoke to a lot of writers or aspiring writers. It’s not even 9 am PST, there are already 164 comments. I was one of those writers who would gladly have someone else do the marketing for me. Then I attended the Christian Writers Guild conference and woke up.

    I heard that writers nowadays spend 50% of their time to do marketing. Michael, you think this is an accurate figure?

    The barriers I have to overcome are: dislike for marekting and lack of know-how. I would do much better if I have a marketing manager to hold my hand a bit, and I’d do the public speaking etc etc. :) Of course $$$$$!

    I have been blogging and doing social media stuff and I am still working on pinpointing the target audience. Much to learn.

    Great discussion here.

    Coach Theresa

    • http://michaelhyatt.com Michael Hyatt

      Yes, I think 50% is about right.

  • http://stevencribbs.com Steven Cribbs

    This advice applies very well to people on a personal level – personal brands, advancements at work, volunteering with an organization, any creative endeavor, etc…   If we wait for someone else to be our champion, very rarely will we ever achieve the levels that we want.

  • http://twitter.com/CoachTheresaIF Theresa Ip Froehlich

    Mary, This is truly sage advice! I haven’t reached the point of like marketing yet but I have accepted the fact that I have to take responsibility for my own writing. The analogy of the five choice stones is a great illustration. I think, though, it would help if writers can find some custom coaching re: marketing strategies. Sometimes, we don’t even know there are five stones to be discovered. We look at the pile of rocks and we don’t even know there are five to be discovered.

    My book proposal has just gone to literary agents. In the meantime, I am hard at work blogging, Facebooking, and Twittering.

  • http://www.christopherneiger.com/blog Chris Neiger

    Great advice, hard to swallow, but great nonetheless. Thanks for the reminder that I need to be in charge of getting my own content seen!

  • Ginger Carr

    I don’t have a problem with doing the work involved in marketing, but as a new author, I don’t know where to begin and where to stop.

    • http://michaelhyatt.com Michael Hyatt

      I know it can be overwhelming, but like everything else, you must start, educate yourself, and adjust as you go. I can’t offer you a silver bullet.

  • http://brevis.me Robert Ewoldt

    I don’t understand people who think if you build something well, it will just sell itself, by word of mouth.  There are very few products where it happens that way (Google, maybe).  Most best-selling products were marketed well, usually at the expense (time, energy, money) of the person that’s most invested in the product.  Thanks for the post, Michael.

  • Pingback: Michael Hyatt on Marketing | whyifailed.com Blog

  • http://www.facebook.com/profile.php?id=500218954 Alyssa Avant

    I’m writing my first “for print” book (self-publishing) and I really want to have a book that I hold in my hands. I will use it as a platform for speaking and I plan to publish it to Kindle as well. 

    What’s the most important thing that I do when it comes to marketing?

    • http://michaelhyatt.com Michael Hyatt

      If I could pick one thing, it is this: build a great landing page for the book. I would not host this as a separate site. Run it as a page on your own site. Keep the URL simple. You can then use the link to this page in every other marketing piece.

      For example, this is the landing page for Creating Your Personal Life Plan.

      Thanks.

  • mary snyder

    My book comes out in Dec 2011 — I am thrilled to be working on the marketing right now.  I’m speaking on the Girl’s Get A Way cruise (perfect fit for the book) but I do work for the cruise company, so that was not too difficult.  Also, I’m planning a two week road trip (again fits in with the book)  where I’ll showcase the book, the message and the fun.  

    Also, I’m getting sponsors to support the cost so I’m not asking the publisher for much, if anything.  I want to handle my marketing — I love that part of the business. 

    • http://twitter.com/jsanty Jeremy Santy

      Sounds like you will have a lot of fun Mary! What’s the name of your book?

  • Anonymous

    I think it’s vitally important. I believe the moment we become too entitled with the “because my book has been published, now I just sit back and wait for the interviews to come in” attitude, we’re asking for trouble. 

    I’ve learned so much about this in reading Guerrilla Marketing for Writer. It was a great and insightful Christmas gift from my friend @jenniferowhite:disqus 

    • http://michaelhyatt.com Michael Hyatt

      Thanks for the reference to that book. I’ll have to pick it up.

  • http://uma-maheswaran.blogspot.com/ Uma Maheswaran S

    That was head on! Thanks for sharing this message today!

  • Drusilla Mott

    I am so new to all this, I feel like I am stumbling in the dark.  I submitted my first novel to Christian Manuscript Submissions and it is now in the review process of an ebook publisher; but I did not realize that it was up to me to help sell it if it gets published until I started reading your posts, Michael.  I am not a ‘social person’ and am trying to learn about twitter and blogging and all this other stuff, which is making me feel like I am drowning.  I never would have thought about giving a book away.  Who makes that decision…the author or the publisher?  Forgive me if that’s a stupid question, but I am entering this world on the ground floor; and don’t even know what I need to know.

    • http://michaelhyatt.com Michael Hyatt

      You would typically make this decision together. You will forgo royalties; the publisher will forgo their profits.

  • http://www.jasonvana.com Jason Vana

    This mentality that it’s not just a professional marketer’s job to do the marketing is true in every form of business. People tend to forget that marketing is just about price, location and publicity. You can have a great marketing campaign, but if your customer service is crappy, the product doesn’t live up to its claims, if employees aren’t talking good about your company, it’s going to affect your sales. Everyone is responsible for marketing, cause marketing is more than just advertisin.

    • http://michaelhyatt.com Michael Hyatt

      I totally agree with that, Jason. I have preached it for years.

  • http://beckfarfromhome.blogspot.com/ Beck Gambill

    I so appreciate your strait shooting approach of saying what needs to be said and not what we would all like to hear regarding the publishing world. I’m certainly stretched and not at all sure I’m ready to meet the challenge, but I’m glad to know honestly what’s expected of me as a writer!

    Is it best to have an established blog audience before releasing a book? I’m struggling to find time to finish my novel and build my blog’s reputation and audience. Do you have a suggestion on how I should divide my time? Thanks.

    • http://michaelhyatt.com Michael Hyatt

      That is definitely a challenge. I don’t know of any other approach that to schedule these two things on your calendar. Both are important. Thanks.

  • Dmbunker

     I agree that the days of monolithic placement of product
    are over. I also agree that self directed opportunities and platforms for
    authors are available and needful. However, it is clear that most of the contracts
    and the legal and financial back end of author publisher relationships still
    reflect the “good ol days.” In other words, books are now being used
    by publishers as fodder and filler. To say to an author that he or she has responsibility
    to help sell their own books is true. To watch a company place said
    product out in the marketplace in financially cheap seats if you will begs the
    question. So what is the publisher’s job now? Is it to sit back and wait until suction
    hits and what constitutes suction in today’s marketplace? 100 units sold, 1,000
    units sold? 5,000 units sold? My experience is that authors are still hoping
    for the good ol days and publishers are willing to let them think that during
    the honeymoon book deal signing pre marriage time. In other words, you wouldn’t
    tell an author that the chances are good that all the time and effort they have
    put into this book will probably not be seen or acknowledged by anyone and it
    may just die on the vine. For me that realism must be part of the conversation
    for any projected responsibility to be placed back on the author to “help”
    market his or her book. Truth is everyone is fairly confused right now as to
    how to sell books and in this market condition many many many books will get
    lost and poorly announced & placed into the marketplace. My experience once
    again is that that is the experience of the majority of authors signing with so
    called larger publishing houses. It is not worth your life work to give someone
    access to your writing for 1,000 units. Keep it & go it alone. And don’t
    get guilt tripped if you have sold 2,000 at speaking engagements and they (publishing
    houses) have sold 500- total. That’s right 500.

    • http://michaelhyatt.com Michael Hyatt

      Yep, I think publishers are trying to figure this out. However, I think the best publishers partner with authors. They can’t peddle the bicycle by themselves, but they can add a lot to an author who is willing to get on the bike with them.

  • Anonymous

    I think that for some it is difficult, especially if you come from a position of humility.  It is hard to step into the limelight and to be pushy about ourselves.  However, I recognize that if you do not do it then you will be left in the dust, especially in the publishing business.  The key is to find a happy median where you can promote without feeling like you are flaunting yourself and taking all the attention.

  • http://girlmeetspaper.com Jane Graham

    You’re totally right on! The frustrating part about that is…that you’re totally right on! Building a platform takes years, and often times the wait feels tedious and unfairly slanted to those with celebrity status. The wonderful thing is that we have more free social media avenues at our fingertips than ever before. Now to channel our efforts and use our time wisely!…perhaps the most challenging thing of all.

    • http://www.forward-living.com W. Mark Thompson

      Yes. I agree Jane. Grabbing the time to do what needs to be done can be a little confusing. What’s the best avenue? And now there are SO many social media places. In a way, this blog is a social media avenue. I love it! Yeah. I think I’ll stick around here.  :)

    • http://brevis.me Robert Ewoldt

      I’ll bet that the best authors spent about the same amount of time building
      their own platform as they did writing their first book!

      • http://michaelhyatt.com Michael Hyatt

        Yep. I think you are probably right.

  • Gordon Kirkland

    This is nothing new. My first book came out from a traditional publisher in 1999 and I was expected to do all of the marketing. When speaking at writers conferences about book marketing, I always get one or two people with deer-in-the-headlights looks who fully expect that someone else would do the marketing. I tell them that when they type “The end” that is the beginning of the real work.

  • http://twitter.com/ShareeLynn ShareeLynn

    After reading your e-mail and finishing a class in internet marketing strategies, I stumbled on this today: *Genius.com, the #1 Marketing Automation and Demand Generation solution, just released the first-of-its-kind FREE demand generation platform.*I think this tool will be helpful to your readers who are planning to author (like me) or  have authored a book. It has analytic tools, etc. for every promotional/advertising item on a website. It enables users to analyze their marketing efforts and adjust them to develop a working revenue marketing strategy. It’s definitely worth checking out!

    • http://michaelhyatt.com Michael Hyatt

      I don’t know this particular service, but I would caution people to be wary. There are literally thousands of sites that promise to deliver the secret to making thousands of dollars a month.

  • http://chrisvonada.com chris vonada

    I like writing the most but also love this part of writing… being the Chief Marketing Officer. It is fun to interact with people, I’m finding more and more of my inspiration through these interactions. Thanks Michael!

    • http://brevis.me Robert Ewoldt

      Chris, I agree. Going out there and promoting seems like a fun part of the
      book process.

  • http://twitter.com/eccle0412 Jackie Anderson

    As a former foreign missionary we learned, support is not what we want to do but to do what we want to do we need support.  In the same way “marketing” what matters to you be it a book, project or message, works best when you are behind it. The benefit, when you get people with you who believe in you God can do greater things.  We were created for one another. 

  • http://www.likeawarmcupofcoffee.com Sarah Mae

    So this is interesting to me because while what you say is that publishers want authors with a platform and the willingness and capability to self-market, what incentive are publishers going to have to sway authors to even want to go with traditional publishing? I realize I’m talking about something to come down the road, with digital books changing the game for authors, but should publishers be thinking about wooing authors with serious marketing help? Please believe me when I say I in NO way think traditional publishing is dead (or even limping), but I do see a shift in that the authors who are willing and likely to market will just as willing to self-publish digitally and not only make a name for themselves (in the sense of possibly becoming a bestselling author) but also a better income (because they keep their profits, minus Amazon and such). 

    What are thoughts about one day seeing publishers wooing self-made authors with a serious marketing incentive? 

    • http://michaelhyatt.com Michael Hyatt

      I think smart publishers are already doing these things. They don’t do the same for every author, obviously, but they will do what they need to do to add value.

  • Marcia Richards

    I would have loved to be a fly on the wall when that client poked his finger in your chest. i’ll bet you handled it masterfully! I am fortunate to have begun my writing career late last year when all the bloggers were writing about marketing and being verey specific with the ‘hows’ and ‘whys’. I don’t have the experience of someone doing it for me, so it’s quite natural for me to do it myself. I love it because I get to build a community of people who are interested in what I have to say and will likely read my books when they are published. The reader benefits from my personal marketing, because it’s me they are talking to and not some publishing house employee. I also think that authors who are used to someone else doing the work for them are feel entitled to that perk and have gotten spoiled. Since when can you have a small business and not do the marketing yourself? Thanks for the wonderful post, Michael. Very timely.

  • http://www.tnealtarver.wordpress.com TNeal

    Michael–If we’re our Chief Marketing Officer, what role does a publishing company now play in today’s world where authors can publish and market on their own (with a little help from some friends)?

    I’m pretty sure you will or have addressed this issue in a post (me thinks the latter).

    Thanks–Tom

  • Thematty

    I don’t like the idea of taking on that role, AT all….I too will be giving away a free book, to children in shelters, but need to find the $$ to print it, and marketing is not my forte. Thanks for offering a free download of your e-book, I will sign up for it.

  • http://twitter.com/jsanty Jeremy Santy

    Michael,
    I couldn’t agree more, in fact, I recently was part of creating a product that is meant to help authors with this. It’s called Megaphone and I’m really excited about the potential of it. 

    You were very helpful in the development of this idea, especially your post ‘Why Every Author Needs a Powerful Online Presence’
    http://michaelhyatt.com/why-every-author-needs-a-powerful-online-presence.html

    If you, or anyone else is interested, check us out!
    http://www.megaphonesites.com
    @megaphonesites:twitter 

    • http://michaelhyatt.com Michael Hyatt

      Awesome. The book I am writing right now uses this same metaphor.

      • http://www.megaphonesites.com Jeremy Santy

        Yes! It’s a very relevant metaphor. I’m looking forward to reading your book once it’s out!

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