I write this blog to tell you about my writing projects, for myself and other people, and also to help you with your writing. And I’m doing it (says she, blushing slightly) to promote myself. As a result, I try to present myself and my work as positively as possible, adding a glossy sheen to my writing. This week, I’m dropping the gloss and I’m going to talk about how hard promotion can be.
People who know me know that I’m honest and frank, possibly a bit too much so for my own good. So I’m not going to hide the fact that like many writerly types, I find it hard to promote myself. It feels like boasting. But there are things I have learned about promoting yourself which are hard, but which give me the motivation I need to start spreading the word.
Here are my hard-won truths about self-promotion. I
You Have to Tell People
First of all, you have to let people know that you exist. Nobody is going to come and pluck your brilliant book out of your bedroom door or your hard-drive. Nobody’s going to ask you to come and speak on a panel. Nobody is going to avail of your business-boosting copywriting service. You need to let people know what you have to offer them. The good news is, that’s all you have to do. You don’t have to trumpet blast them with a showy sales pitch. You’re just telling them the story of what you do. The upside of promotion is that you get a chance to share your passion, and that passion will make people sit up and listen.
Nobody Owes You Their Custom
This was a harsh but useful lesson for me to learn. I used to fret about the fact that people weren’t buying my book, weren’t turning up at my writing workshops, weren’t following through on requests for me to do editing or copywriting work for them. Then I realised that they weren’t under any obligation whatsoever to do any of these things. Instead, it’s up to me to show them how I can be useful to them, and to show an interest in their own projects and personal goals. This is what will get them to pick up the phone, to come through the doors, to open up that book.
Keep Telling Them
It’s easy to fall into the trap of thinking that once you’ve announced your latest book/workshop/event, all you now have to do is sit back and watch the sales roll in. But people are being bombarded with information from every corner. To make sure your information cuts through the babble, you need to tell them over and over again about your offer, using various different mediums.
These truths may be obvious to some of you, but I’ve found that reminding myself of them gives me a sense of perspective, and when I follow through on them and do the promotion, I reap the rewards with plenty of interesting work. What are your tough promotional lessons?