Absolutely NOT trick photography! |
A
new trend in writerly articles are now making the rounds in author groups about
“Push” marketing versus “Pull” marketing and it’s throwing a lot of
hard-working authors. So let’s get down
to brass tacks on this.
First,
what is Push and what’s Pull marketing?
Think
about it like a wagon. You can either
push the wagon or you can pull it. The
same with marketing your books. Push, is
where you’re actively engaged in directing potential readers to your work. You use blogging, Facebook, Twitter,
Instagram, Pinterest, Ello, flyers, emails, etc. Anything where you’re actively telling
people, “Hey! You there with the fancy
credit card! Hey! Go buy my book!”
Pull,
on the other hand, is where you’re just holding the handle of the wagon, and
the wagon follows you, no matter where you go or what you do. This is done by writing a book and having the
readers buy it all on their own. You do
this by writing a good book, winning awards, work word-of-mouth through book
bloggers and reviews, participate on panels at conferences, etc. Because you're so cool, your book must be cool too, so readers want to have to have it! Essentially, you stand in the hall of the
high school and work on your lean:
Which
is better?
Well,
that depends on if you’re going up the hill or coming down it, and how rocky
the terrain is, how steep the path, etc.
Yeah, the metaphor is wearing out.
I
get it.
Push
tactics do get results, but so do Pull tactics. Both take time, effort and more
time. A number of articles are putting forth the idea that there is no value in
Push—that Push actually pushes readers away, because of the in-your-face style
of advertising. You know, like they do
on TV, at movies, along the highways, street corners . . .
Pull those readers, ladies! |
On
the other hand, the idea that Pull-only is the way to go is somewhat lazy
thinking. A proper mix of push-pull is how to do it.
Simply
put, unless your name is King or Rowling, you can’t just Pull market. When you
can slap your name on a phone book and it sells, that's pulling. But to get to
that point, you need to Push-Pull. There's no two ways about it. George RR Martin
attends cons all the time, and he just talked in an interview with Entertainment Weekly about cancelling
some so he could focus on writing. Patrick
Rothfuss blogs like a madman. I tweet my
little fingers off, so much so that sometimes it feels like a second job in
itself.
No,
you can't Push everyone into following you and reading you and then buying you.
But you do need a core, a base, which is generally only had through Push marketing
tactics. I have 800+ followers on my
Facebook author page. But not
really. It’s probably closer to 80actual followers with the rest being reciprocal like-for-like folk. But if eight of those
like what I’m doing, they’ll tell eight people who tell eight people and
eventually you're on the road to becoming a Kevin J. Anderson, able to support
yourself and your family with your writing, but not really known to the masses
outside your niche.
Classic
Push-Pull marketing.
Now
get out there and write a good book, then tell people about it. Use all the tools that are available, find
what works for you, but above all, remember to keep writing.
Keep
writing!
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