Authors who learn to love marketing will win in the long run. Marketing can feel like a slog through wet clay —wet clay flowing downhill, taking you with it. No matter what you do, how much time you spend in a million different social networks, nothing happens.
The solution is to play the long game. Persistence, not volume or brightness.
You’ve read a million marketing ideas. How many of these suggestions have you done persistently over a period of years? Weeks won’t do; not even months.
And how many books have you written since your first? Persistence as a writer is also important. There’s a stampede of single-book authors. The way to stand out from the crowd of single-book authors is to be a multi-book author. When fans have to choose between a one-book wonder, and someone they can love over the life of a series of books, guess who wins?
Publishing is in a state of flux. The old model no longer works, and the new model doesn’t exist yet. Stop looking for rules which force everyone else to play fair. Create the rules yourself, and if they don’t work, create more rules.
Lather, rinse, repeat, until you’re successful.
Most authors won’t be in the game 5 years from now. As the herd is culled by attrition, persistence will turn out to be the marketing strategy that won. Persistence, and generosity. There is no third thing. Erg. I’ve slipped into Monty Python. I’ll stop now.