I've been writing a book for the last year (and one day, I might even finish it), and being a research junkie, I've read a truckload of content on writing. What I've come to find is that content in the publishing world—or more specifically, the self-publishing world—is really similar to a lot of content in the startup world:
It's 100% focused on marketing to the exclusion of product design.
I connected the dots today reading the transcript from this podcast with Tucker Max where he talks about his books and The Four Hour Workweek (tl;dr he and Tim Ferriss both based their marketing around the simple idea that if people just read their books, they would like them enough to share them.)
So many authors think that the key to selling a lot of books comes down to tricks like:
- ranking high in an obscure Amazon category with no competition
- simply "posting content and collecting emails"—without a longterm content strategy
- cold emailing everyone you've ever sort of known
- daily engagement on social media
When really, it's a lot simpler than that.
Mega-bestsellers, and incredibly successful startups, only happen because people want to give them money.
The marketing these authors/companies do is like gasoline on a fire. It makes everything bigger, but it's not the foundation.
I don't know about everyone else, but I get incredibly frustrated with the conversations around the entrepreneur world that frame marketing as a magic formula that lets anyone build a niche business quickly and make a 6 figure income.
It's like all the writing advice out there that frames book sales as something that happens when you trick people into buying your book.
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