I once had a business meeting to attend in Toronto and, despite a snowstorm that put a lot of cars off the road, I kept going after it was clear I should turn back. After three hours of white-knuckling the steering wheel, I made it to the meeting on time only to find that I’d risked my life for nothing. The meeting was cancelled because everyone else who was to attend had their priorities straight. Clearly, I have a stupid character flaw. Once I commit to something that isn’t working, I often don’t abandon the task, even when it’s obvious it isn’t working.
It’s time to examine priorities, not just for me but for you.
What are we doing that helps us get closer to our goals?
What needs to change? I have a cool idea.
First, let’s talk blogging. Lots of people are interested in yesterday’s blog: Your Blog Does Not Matter. I learn a lot from research and it’s fun, but the Law of Diminishing Returns is a knee in the groin. If I’m right that our blogs don’t matter as marketing tools, why blog? I should clarify that it’s not that I think writers don’t read. May Thor help them if they don’t. But a lot of power readers love books — and buy them to read copiously — without a thought to ever writing books themselves. That frees up a lot of time to read and buy more books. Writers are logophiles, but, to be read more widely, we need to reach bibliophiles and plenty of them.
We need to reach out to book reviewers and book bloggers to get word of mouth going, yes, but I think there’s a way for our blogs to matter more to the general book buyer, especially if your blog is information-oriented.* I’m going to have to try a different blogging strategy because, blogging the way I am, just for the love of it, isn’t helping my writing career. Whenever you choose choice, you choose freedom. That’s good, but, even with the old blog heater running full blast, it’s snowing so hard my windshield wipers can’t keep up and there are too many indie authors in the ditch.
Case in point: I’ve blogged a fresh entry on this blog every day for the last two months. June was the Author Blog Challenge. My blog traffic shot high consistently. I made new friends, gained subscribers and have fresh contacts. July was the Ultimate Blog Challenge (and this is my last post, #31, for that challenge.) The former had under 100 participants and I’m told the latter has five to ten times that. Still, I earned far more traffic during the Author Blog Challenge. It doesn’t take too long to figure out why the ABC was so successful for me. I talked to my audience rather than a more diverse, disinterested crowd and that crowd had to come to me. Not many did. They were into blogging qua blogging, as my old philosophy prof would say. They weren’t necessarily into suspense or the intense indie book reading proliferation experiment I promote here. I’m not blaming the Ultimate Blog Challenge. Nobody owes me their patronage. This isn’t about that. It’s about finding strategies that actually help me (and you) get discovered by new readers who care about what we write (and might even — egad! — pay for our work.)
The only strategy for growing a readership that anyone seems to be sure of is: WRITE MORE BOOKS! So, first, spend more time on your books than your blogs. The core writing has to be scheduled before any other writing you do. I haven’t been as good at this as I should be lately because I was too focussed on the Ultimate Blog Challenge. That’s stupid, stubborn me, driving through a snowstorm again. I knew the latest challenge wasn’t garnering more traffic a couple of weeks ago, but I’d made a commitment. I learned something more, though. I can blog like crazy and still not matter because I’m not publishing my blog posts where new readers and book buyers gather.
There’s an alternative marketing strategy that makes more sense.
There’s a way to go to where readers are and
build more ebook presence on the web
instead of hoping readers will somehow discover our blogs.
Here’s how: In time I’d otherwise use for blogging, I can put together a micro ebook to increase the size of my cyber bookshelf and build name recognition. It’s already been observed that Amazon is the new slush pile for traditional publishing. Maybe self-publishing isn’t just the new slush pile. Maybe ebooks are the new blog, and vice versa. I’ve already noted that I intend to make a book out of blog posts, distilling down the sweetness and goodness for indie authors. I’ve been missing out on other opportunities to expand my bookshelf for new readers.
For instance, today, I noticed a free book on iBooks that was 10 Strategies to Something or Other. Regular readers know I have a fondness for top ten formats for blog posts and they’re pretty popular, quick and fun to write. That’s really not so different from many of the offerings on Amazon, Kobo, iBooks and so on. Why not blog for free where it can do me (and you) more good? On those platforms. You know. Where the readers are.
CLICK: You can already publish your blog to kindle here. Or check out any top free lists to see the sort of things you can write about that hits readers where they live. In the back of every ebook/blog you publish, link to your paid books. Depending on what you write, you could even write the equivalent of a few blog posts and (gasp!) actually get reimbursed for your time, trouble and expertise. Imagine the possibilities.
Publishing our blogs on self-publishing platforms is one way, largely unexplored, we can make more sales because we’re reaching people who are already in the book marketing venue. I know most of us don’t think of blogging as publishing, even though we write our blogs and hit a button that says “Publish” every day. It’s time to slow down, turn on the GPS and figure the alternative routes out of this blinding snowstorm. It’s time to get flexible and find what works so I can find my readership, help them find me and sell more books. Maybe you, too, if you’re interested.
No, I’m not discontinuing blogging here. Now that the blog challenge is over, though, I’ll do a little more curation via Scoopit! and post a little less. I’ll prioritize better than I have done and maybe get outside while it’s still summer. I still have podcasts coming out every week and three books in the editorial pipe this year plus Bigger Than Jesus coming out in print soon so…yeah. Lots to do and, like everyone, our waking, working hours are limited. Now that I’m through the blog frenzy of the last two months, I will concentrate more of that time on coming out with more books…and maybe a few blog posts/ebooks on iBooks and Kindle. I’ll let you know how that experiment works out.
~ BONUS: I had a fun interview on Sandi Tuttle’s show last night. We talked blogs, the publishing revolution, being indie, inspiration and ritual goat sacrifice. Have a listen here.
*Publishing more short stories could help you, but I doubt it. That might double down on getting ignored, but that’s a different post for another day.
- UBC #23: Loves & hates & the Fab Blog Award (chazzwrites.com)
- UBC #14: Smart Free means Give it Away and Bank On It (chazzwrites.com)