“Shameless self-promotion.” The phrase alone inspires dread in some, and often for good reason. Around every corner of the web, from social media to your favorite podcast, someone’s got something to shill, but does it always have to be such a cringe-worthy endeavor?
Let’s start by exploring where shame enters the picture. Does this shamelessness imply that you are incessantly slapping everyone in the face with your work regardless of interest or context? If so, it’s time for a new approach. No one wants to invest in a friendship or working relationship with a perpetual solicitor.
There’s also this lingering perception that creators should be ashamed of themselves for promoting their work. If you find yourself feeling this way, take a step back and ask yourself why you embarked on the project in the first place. Ask yourself why you followed it through to completion. Are you proud of the work you’ve done, or do you think it was all a big waste of time and energy? Was it a labor of love, or a financial necessity? Most writers take on less-than-glamorous gigs to pay the bills, and no one here will judge you for that, but it may be a better use of energy to save the sharing for projects that better represent you. If you can hold your work up proudly, then your promotion should be shame-free as long as you don’t overdo it.
While it can certainly be beneficial to plug your work online, your posts can quickly become tiresome, and the people you’re hoping to engage with will scroll right on by as soon as they see your name. Many creators view social media sites as nothing more than free advertising platforms, but without the genuine connectivity that keeps social networks going, your profile will not draw readers. Don’t assume people aren’t buying your thing explicitly because they are unaware of it. Writers tend to see a bump in sales when they mention their books about once a week online, but these are also people who already have a following, post frequently on multiple topics and engage in various conversations. There is no set scale for how much to self-promote, but less is more here. If you are able to curate interesting discussions, people will explore your other posts, find your books, and either buy them outright or at least ask you about them! Whether you’re worried about posting too much or not enough, a pinned post can serve as a passive billboard that can take some of that pressure off.
One approach that I see frequently is using a separate “author” page in addition to your main social media profile. I understand the attractiveness of keeping everything neatly compartmentalized, but I have my doubts as to whether or not this method is very effective. Writing is intensely personal, so even if you’re not writing memoirs, you are putting yourself on the page. Readers are often as interested in the writer as they are the story, which means you’re often selling yourself as much as the book, so this dissociation seems counterproductive. I feel similarly about adding the word “Author” to your name on social media accounts. There’s nothing explicitly wrong with it, but it comes off as performative, and like Amanda said, “Stop Aspiring to Be an Author and Just Be One!” Though the blogosphere is not as prominent these days, an alternative is to keep a blog or a Tumblr (a hybrid blog/social media site) to contain all your writing news and info that you can occasionally link to on your main social media profiles.
What about face-to-face promotion in the real world? Can you talk to people about your books without coming off like a pretentious ass? It’s possible as long as it’s not forced. No matter how incredible and life-changing your book may be, you can’t generate interest by shoehorning it into every conversation. What you can do is be conscious. It’s your book, you know it inside and out, so if a legitimate opportunity arises, you’ll be ready to discuss it. Always put the conversation first and never try to steer it towards a sale, people can sense that, and nothing puts them off faster. Once again, having confidence in your work without being arrogant will take you a long way!