A Slacker’s Lesson in Promotion

FSF

1/ Someone once said “Writing is Showbusiness for the Shy”.

Events/talks/gigs to promote one’s paperbacks is quite a nice thing to do if you are a) young or b) young at heart or c) have tons of time or d) all of the above ideally. As I am having a déjà vu, this method is not commercially viable, sustainable or cost-efficient for me.

2/ Lessons from Satsuma:
In the good old days of the 90s and 00s, I was gigging with my band Satsuma and in those days people actually bought CDs. I know. At times we played to 5 people and at times 500. You would still put your 110% into it like every gig is your last ever gig. You could sell between 0 to 40 CDs per gig. If you don’t lose money per gig, you’re laughing.

3/ Highs:
Actual sales, new and old fans, actual gigs, photos shoots, stylists, cover design, interviews, excitement, adrenalin. Remember this is the only thing that the audience sees and wants to see.

4/ Lows (time, energy and costs):
Travel, the hours and hours in the rehearsal rooms, recording your EP, five hour sound checks, the travel time and journeys through every kind of weather, loading and unloading at all hours of night or day, flat tyres at 1 am in the icy rain. Nothing is quick, even when I was driving the van, which saves time and money for everybody else. All of this takes an astronomical amount of time and energy, which I no longer have due to having young children and two jobs and a few time-frittering hobbies.

5/ Sour grapes:
The only worse thing than being a complete non-success is a tiny bit of success because that lured us into the belief that there was hope in any of it and therefore more and more time, money and energy should be recycled and ploughed back into gigging and promotion. At some point the balance must have tipped because I was unable to write any more songs. You can burn out from promotion and marketing (and this is before social media). There is no end to it. As someone from the late Slacker generation which is of course in itself a total farce, I may still uphold an optimistic yet cynical view of promotion because I am still constantly figuring out what to do by doing.

6/ Lessons from Hong Kong:
“Yeah, whatever.” Said the Slacker. Despite being on the Unbound and the HK publisher’s conveyor belts, I cannot figure it out. There is no right or wrong. The HK guys say a different thing altogether from Unbound forum. Their view in one line: Forget social media. Stick to word of mouth. Have more parties, sell more books. If books don’t sell, write more books, have more parties. Wanna be a writer? Write more books. Wanna sell books? Write more books. Wanna win a prize? Write more books.

7/ Lessons from crowdfunding:

The Unbound publishing model works for the author because through crowdfunding an author already has shifted between 190 to 300 books. That is more books than you will sell at any gig!