Authors Are Expected to be Marketers

I'm not published. Hopefully it's more accurate to say that I'm not published yet. But I do spend some time trying to get a feel for what it takes to move from unknown wanna-be author to published (and income-generating) author.

One theme that is being visited and revisited is that an author's publisher is not going to spend money on publicizing new books. They do the bare minimum and that's it.

Unless, of course, you're a sure bet.

What does this mean? It means a few things. One, publishing houses will spend tons of money on authors that are guaranteed to bring in money. The flip side is that the authors that really need support in getting word out about their book and don't have the financial means to do so will get zilch help.

Second, authors are expected to market themselves. I've been finding more and more online articles like this one and it's rather disconcerting. Authors aren't expected to just be authors; they have to market themselves, brand themselves, grow a following, nurture their fans...oh, yeah, and write a book.

Stephen King, Stephanie Meyers, JK Rowling...the big name authors have no problem getting someone else to foot the bill if they wanted to go on a tour or appear in public to drum up publicity. Ironically they have a following that is already gossiping about release schedules and probably have no problem selling their latest works even if they did nothing to promote the release at all.

New authors today need to create a web site, interact on forums, appear in bookstores on tours often sponsored by themselves, and grow the thick skin to accept those times where they spend an entire day sitting alone in a Barnes and Noble making maybe two sales of their book because the people coming in have no idea who they are.

The fact is that publishers often aren't making back the advance they pay authors for their books. They would rather bet on the known rather than the unknown. So when they accept a new author, they're essentially paying for the gamble that your book will somehow, miraculously, create the next JK Rowling.

New authors, beware. If you want to be an author you need to explore a path that may include writing the manuscript, editing it, fixing it up, finding an agent, shopping it around to publishers, creating a website, interacting on forums, actively engaging your audience, touring bookstores (on your dime), appearing in podcasts for interviews,  creating promotional blurbs for podcasts, interviewing in newspapers, and creating trailers on YouTube for viewing as well as storm through other social media outlets your audience may be lurking in like Facebook and Twitter.

Oh, yeah, and you need to try working on the next novel in there somewhere as well...

Not a pleasant thought, but if you really want to become an author, it's time to steel up and get prepared!