How to Avoid Promotional Black Holes

Photo Courtesy Pixabay.

There are so many potential pitfalls that writers must navigate, even seasoned authors can make mistakes marketing a book today.

With hundreds of errors to choose from, here are my choices for seven of the worst ones …

Don’t Have a Web Site
This is a biggie. Authors absolutely need a web site. Traditional publishers expect their clients to have one, and it’s just as necessary … maybe more so … for an independent.

Aesthetics matter, too … and whatever you do, don’t let it get outdated. Updating your site regularly will help with search engine optimization (SEO), which is important to establishing your brand and getting your work out there.

Don’t Play Nice With Others
Another biggie. Other writers are not competitors or enemies. You should be reaching out to collaborate with them. As a community, you’re stronger when you share ideas and support one another (I’ve interviewed other authors on this blog, to help them promote their work … and I’ll do it again, because it all helps).

Don’t Have an Elevator Speech
I’ve said this often, and I’m always surprised when I discover the number of author wannabes who don’t have one ready. You never know when you will be chatting with someone and have an opportunity to mention your book(s). Have a 15-20-second soundbite ready, and share it as often as possible.

Ignore the Power of Reviews
Secure reviews with Kirkus Reviews, Foreword Reviews, Publishers Weekly, Readers’ Favorite, Blue Ink, TopBookReviewers, and others. Some you will have to pay for … but if your work is strong you will find they are like gold. You can never have enough.

Ignore Resources at Your Disposal
Writers fall short when they don’t join useful groups. For instance, I’m a member of the National Writers Association, the Association of Independent Authors, Michigan Writers and the American Academy of Poets. Other fabulous group resources are Independent Book Publishers, the Writers Guild (East and West), and PEN America. Get an author listing on Goodreads, too.

Your Head Isn’t in the Game
Lazy authors are not successful ones. Neither are authors whose ego is so huge they simply fail to hustle. Don’t get blinded by an inflated sense of self-worth. Tone it down, get off your high horse, and be ready to do whatever it takes to get your book out there.

You Don’t Go All In
Don’t say you already have a Facebook presence, when all you did is put up a profile. You need to engage and interact. Think about relevant visuals, personal stories, provocative statements. Be flexible, but don’t scream BUY MY BOOK! Be a friend, not a salesman.

I’ve found the book industry to more social than others in many ways. So, do the socially expected things following a book signing, classroom visit, or speaking engagement. Give the organizers a thank you card … maybe even a shareable goodie of some sort.

It not only makes your host feel good, it gives you a personal energy boost you can tap for weeks. Think of book marketing as doing honor to your work, and the work of others.

Try it. It works.


My books have all garnered some terrific reviews, and you can see the ones I have available by using the Amazon link below. Look for them. Better yet, buy one and read it. You just might like it.

buy now amazon

You’re invited to visit my web site, BROKEN GLASS, or
like my Book of Face page. You can find me on Goodreads, or follow some of my shorter ramblings on The Twitter.


Visit my web site to hear the remarkable radio interview about my novel “Blood Lake” by The Authors Show.


Check out my DEAD END STREET review


I plan to attend the next Rochester Writers’ Fall Conference at Oakland University on Saturday, October 21, 2017.


Comments posted below will be read, greatly appreciated and perhaps even answered.

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6 Responses to “How to Avoid Promotional Black Holes”

  1. Don Massenzio Says:

    Reblogged this on Author Don Massenzio and commented:
    Check out this helpful post on avoiding promotional black holes from the Painting With Light blog.

    Liked by 1 person

  2. Anne Clare Says:

    Thanks for sharing these thoughts! I’ll admit, I find marketing pretty intimidating, but these all sound very practical (and not TOOOOO scary:) )

    Liked by 1 person

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