It is commonly said in order to promote and market your work, “Presence is key.” Does this mean you have to bombard people with posts saying, “Buy my book!”? Or does it mean you can constantly tell people, “Read my stuff! Look at me! Check this out!”? No. That is not what it means when it is said ‘presence is key’. So what exactly does it mean?
First off, the saying is very true. In order to promote, market, and sell your work, your presence must be out there—notice, I said your presence, not the presence of your books or work or anything like that but rather you. You must become a face and a name familiar to people because if people know you, they’ll be more likely to consider whatever you’re selling, and they may start spreading the word. So, how do you do this?
Don’t make it about you. If you’re on Facebook, Twitter, or any social media site, don’t make all your posts about you. Instead, reach out to others, encourage them, answer their questions if you can, and promote their work. Then, when the time is right, market your own work, but don’t spam your followers with posts saying anything along the lines of, “This is worth reading! Worth purchasing!” Your work should speak for itself. Your readers should speak for you. If you have to boast about it, that gives the exact opposite message you want to portray—it tells me your work isn’t exceptional.
Is there a place for you to specifically promote your work without being a nag? Yes, but you need to create that space. For instance, having a Facebook Page or Facebook Group specifically for your work is a good place to post anything regarding what your work. Your followers there expect that, so it’s fine. However, don’t private message anyone or go to someone else’s page and tell them they need to buy your book. That is distasteful etiquette, and as I said, it has the opposite effect than what you want. The only time this is acceptable is when someone inquires of something along the same lines as to whatever you have to offer. That’s a good time to suggest whatever your work. Notice, I said suggest—not tell or order the person to purchase whatever you’re offering because when someone commands us to do something, we’re more inclined to do the opposite just because we like to be rebellious like that.
So, how should you approach marketing yourself? Don’t be afraid of social media or of criticism. Be watchful of what you say, and be considerate of others—remember, they’re human beings as well. Determine your strengths and be willing to share your resources with others without expecting anything in return. Yes, in an ideal world, if you promote someone’s work, they will in turn promote yours, and some people are really good like that, but others…they just forget or don’t think about it, and that’s okay. That is simply who they are, and you shouldn’t take offense to it, and you’re not obligated to share their work either unless you truly think it is worth sharing. At the same time identify your weaknesses and be on the lookout for those people who might be able to help you strengthen those areas. Someone else might have the same weakness and ask the question you didn’t want to ever ask, so you can follow the conversation and learn as well.
Also, when you are giving others feedback on their work, don’t settle for, “That was good!” While the writer appreciates the fact that you think their story is worthy of some praise, this kind of feedback is shallow and hollow. Instead, look into whatever you’re reading and try to pick out one unique thing that stands out for you and bring that out. That will show the author that you really did pay attention. However, if you see errors or anything that needs correcting, be courteous and contact them privately informing them of the problem. Why do it privately? Well, one day it may be your work out there being critiqued, and would you rather someone publicly correct you or privately? If you’ve shown respect to others, they are more prone to show you the same respect.
In other words, be human. Whatever you have that you’re promoting, seek opportunities to surprise your followers and do random acts of kindness for them. Offer unique opportunities that would get your readers excited about interacting with you.
Is this all you need to do to successfully sell your work? No. Each social media site has its tricks here and there and little secrets that’ll help you. However, knowing who you are and being comfortable and confident that your work can speak for itself is a major realization, and this carries over to all social media sites.
In the end, be real, promote your work from time-to-time, but be yourself.