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Jul. 12th, 2011 03:42 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
lupagreenwolfNot too long ago, I wrote a flocked post in which I talked some about self-promotion as a practice. I mentioned possibly doing a post of tips for things that have helped me, and there were enough positive responses that I decided to do it.
First, a little context and background. I am about two months away, maybe a little less, from being 100% self-employed. I have had plenty of experience with small business ownership and development, as well as general self-direction. I've written four books plus edited an anthology and contributed to others (and no, not just self-published, though self-publishing has its own strengths). I have been creating and selling ritual tools and other artwork made from dead critters and beads since 1998. I am an experienced blogger and book reviewer. And I have done almost all the promotion and publicity for all these efforts--I was even the promotions manager for the publisher that produced my books for a few years. These are the main things, though not all, that gave me the experience I'll be writing about.
So, as promised--here are my tips for self-promotion without (hopefully) being a nuisance. These are primarily, though not exclusively, aimed at people who are using their creative talents as a business, not just a hobby. It is also especially geared toward people who are shy or otherwise uncomfortable about self-promotion. If you don't fit that bill, but you find some useful material in here, great!
These are less about how-tos, and more about attitude. You can find all sorts of things on how to promote your book/art/music/etc. online and at your local indy bookstore. None of those pragmatic skills will help, though, if you don't have a good attitude about the practice of self-promotion in the first place. So consider these attitude skills rather than hands-on skills, but ones that are every bit as valuable if not moreso.
* Self-promotion isn't ego; it's a necessary and highly valuable skill.
If you take nothing else away from this essay, please, please, PLEASE take the above concept to heart. We are taught mixed messages in this culture. On the one hand, we're told as children (some of us, anyway) that we can be anything we want to be, and to go get what we want and be successful. However, there's also a strong thread of muttering disapproval for anyone who gets too big for their britches, and some people get a near-orgasmic glee out of "taking someone down a peg" (as if they get to determine at what height someone else should be. This leads to a lot of people taking in the unfortunate introject of "I shouldn't talk about myself. People will think I'm conceited and rude".
However, self-promotion is absolutely crucial to getting the word out about your projects and endeavors. Unless you are stupidly famous (and/or can afford a publicist or agent) no one is going to be doing your promotion for you. And no one, not even Rowling or King or Gaiman or anyone else, gets to sit back on their laurels. And they all got where they were through self-promotion on their own. Everyone starts somewhere. The people who are the most successful are the ones who not only have something great to offer, but can make their voices heard.
And it really is a skill, one that can be cultivated and developed. However, no training will help if you're still hobbled by the idea that no one wants to hear you, you're just a selfish jerk for talking about yourself so much, etc. So before you do anything else, if you have that nagging voice in your head that keeps saying these mean and nasty things to you, find a way to at least quiet it. Don't necessarily wait until it goes away, because undoing these things can take years, and you don't want to have to wait that long. Just find a way to get past it when you need to and keep wearing it down in the meantime. (Reading this particular poem by Diane DiMassa, creator of Hothead Paisan, is one way that I help myself get over it. And rip its fucking throat out.)
* Don't be afraid of money or any other potential gauge of success.
"Oh, she's just in it for the money." "He's a fucking sellout." Well, no. Not necessarily. The neopagan community (and plenty of other places) is full of people who will spout platitudes about how money is the root of all evil, and are quick to toss around quotes about how money doesn't matter as much as love, children, friendship, and a life well lived. While I agree these things are all very important, money is also very important. Like it or not, in the States at least we're a capitalistic economy, and generally the world's economy runs on money as currency. Barter may occur on local levels, but globally it's about implied value of paper, and credit, and promises against these things.
On a more immediate level? Rent needs to be paid, and there's no landlord who's going to accept $500 in tarot readings for your monthly use of your apartment. Grocery stores require some form of money for food. And gas stations might give you a discount for paying with cash instead of card, but they won't take chickens. And if you're going to make something even close to a living with your endeavors, you need to be okay with trading it for money. The money doesn't have to be your primary concern, but it had damned well better be in the top few items of your list of priorities.
And it's okay to want this compensation for the time, materials, effort, training and skill that have gone into the things you create. I know, I know--sometimes trying to put a price tag on what you make/offer can be really difficult and maybe even a little disheartening. But I feel it's no more cheapening to sell art than it is to sell, say, a pound of apples that you yourself grew, from trees you tended. It doesn't lessen the value of the art, but instead raises the value of the apples, and the effort that went into both.
* Learn to sell yourself and your creations.
Yes, this means you need to be at least somewhat good at sales, and in fact if you need more work in this area then the aforementioned "How to Promote My..." books can also be joined with more general sales books. Of course, you can most certainly pick and choose from what you think your audience will respond best to, as well as what actually works. Plus you can always come up with techniques on your own once you feel more comfortable with sales as a skill.
And yes, you are selling yourself as well as what you make/offer. Again that can run into some people's issues with talking about themselves, but in my experience, personality can go a long way in getting people on board with what you're doing. I am an introvert, but I can be "on" when I need to be.
Just keep in mind that you do have something to sell besides yourself, and if you're a little shaky on the prospect of adding more of yourself into the equation, remember that you're standing behind a product or service and that's the primary focus. You and your personality are vehicles for selling the main feature, and your skill (or initial lack thereof) doesn't change that.
* You are promoting your WORK, and your WORK is a valid part of your life.
Are you worried about people thinking you talk about what you do too much? Well, sure, if that's all you talk about, then yes, you may end up being that person that everyone edges away from at social functions. But if someone asks what you're up to, don't be afraid to be honest. Just add what you're doing into the general give and take of the conversation. If you're not used to this, just try a little at a time until you figure out what's a good balance for you that also helps others get information on your work.
* Your LIFE is not just your work.
At the same time, don't only talk about your work. This is a mix of life and promotion blog right here. I talk some about everyday things I do (not all of it publicly) and I also toss in some promotion. I do try to keep the promotional stuff from overwhelming the rest, and liberally use LJ-cuts to keep from putting huge, long, "scroll fifteen pages to get past it" posts. Plus it gives more context to who I am and what informs what I do. For example, my sustainability geekery directly influences my shamanism, and so giving people insight into one helps them to understand the other.
Plus you need to maintain a good work-life balance. If all you can find to talk about is your work, then you need to take a break.
* Promote other people.
Don't do this with the expectation of getting promoted in return. Instead, if you find something worth passing on to others, go for it! Not only will it help whoever you're promoting, but others will look to you as a source of neat stuff. I don't do as much as I used to, at least not as far as passing on big lists of links, but that's mainly because I'm so busy. I do still try to promote the projects of friends, acquaintances, and other people I see doing neat things.
* Fuck the naysayers, but keep your ears open anyway.
No matter what you think, do, or say, there will always be someone who disagrees and disapproves. The quality of their disagreement is what matters. Are they just trying to tear you down to their level? Do they see you as competition? Is there a personal grudge? Or are they genuinely concerned and trying to help? Do you have a good relationship otherwise? Is the disagreement genuinely purely professional?
Other people can help us to gauge where we are with our promotion balance. If you're really worried about whether you're promoting too much, just ask. Yes, there may be some people who won't complain even if they're irritated because they figure your blog is your territory (which it is) or they don't want to hurt your feelings, but if you're lucky you'll have people willing to be honest with constructive, not destructive. criticism.
If you find yourself continually shutting out anyone who disagrees, however, this is cause to examine why. Are they really attacking you, or are you having trouble gracefully receiving constructive criticism? If the latter, then this is another skill to cultivate. Take a step back, don't take it personally, and examine the content of what they say. If they can give specific things you can do to improve, that's a good sign. If all they do is complain, then ask them for suggestions.
* The balance between self-promotion and spam is a delicate one.
Some people have a really good sense for this balance. Others, not so much. It takes a lot of practice, and you may end up with the occasional embarrassing experience as you travel up the learning curve. However, in my experience most people err too far on the side of not promoting enough (though the ones who promote too much tend to make up for them with SHEER VOLUME!!!!!!)
Give yourself time, and maybe even give yourself some specific goals. Don't be afraid to take risks, and don't be afraid to ask for feedback. Just be honest with yourself and others about what you're trying to accomplish, both with promotion and what it is you're promoting, and you'll be off to a good start.
Okay, there we go. Hope this helps!
First, a little context and background. I am about two months away, maybe a little less, from being 100% self-employed. I have had plenty of experience with small business ownership and development, as well as general self-direction. I've written four books plus edited an anthology and contributed to others (and no, not just self-published, though self-publishing has its own strengths). I have been creating and selling ritual tools and other artwork made from dead critters and beads since 1998. I am an experienced blogger and book reviewer. And I have done almost all the promotion and publicity for all these efforts--I was even the promotions manager for the publisher that produced my books for a few years. These are the main things, though not all, that gave me the experience I'll be writing about.
So, as promised--here are my tips for self-promotion without (hopefully) being a nuisance. These are primarily, though not exclusively, aimed at people who are using their creative talents as a business, not just a hobby. It is also especially geared toward people who are shy or otherwise uncomfortable about self-promotion. If you don't fit that bill, but you find some useful material in here, great!
These are less about how-tos, and more about attitude. You can find all sorts of things on how to promote your book/art/music/etc. online and at your local indy bookstore. None of those pragmatic skills will help, though, if you don't have a good attitude about the practice of self-promotion in the first place. So consider these attitude skills rather than hands-on skills, but ones that are every bit as valuable if not moreso.
* Self-promotion isn't ego; it's a necessary and highly valuable skill.
If you take nothing else away from this essay, please, please, PLEASE take the above concept to heart. We are taught mixed messages in this culture. On the one hand, we're told as children (some of us, anyway) that we can be anything we want to be, and to go get what we want and be successful. However, there's also a strong thread of muttering disapproval for anyone who gets too big for their britches, and some people get a near-orgasmic glee out of "taking someone down a peg" (as if they get to determine at what height someone else should be. This leads to a lot of people taking in the unfortunate introject of "I shouldn't talk about myself. People will think I'm conceited and rude".
However, self-promotion is absolutely crucial to getting the word out about your projects and endeavors. Unless you are stupidly famous (and/or can afford a publicist or agent) no one is going to be doing your promotion for you. And no one, not even Rowling or King or Gaiman or anyone else, gets to sit back on their laurels. And they all got where they were through self-promotion on their own. Everyone starts somewhere. The people who are the most successful are the ones who not only have something great to offer, but can make their voices heard.
And it really is a skill, one that can be cultivated and developed. However, no training will help if you're still hobbled by the idea that no one wants to hear you, you're just a selfish jerk for talking about yourself so much, etc. So before you do anything else, if you have that nagging voice in your head that keeps saying these mean and nasty things to you, find a way to at least quiet it. Don't necessarily wait until it goes away, because undoing these things can take years, and you don't want to have to wait that long. Just find a way to get past it when you need to and keep wearing it down in the meantime. (Reading this particular poem by Diane DiMassa, creator of Hothead Paisan, is one way that I help myself get over it. And rip its fucking throat out.)
* Don't be afraid of money or any other potential gauge of success.
"Oh, she's just in it for the money." "He's a fucking sellout." Well, no. Not necessarily. The neopagan community (and plenty of other places) is full of people who will spout platitudes about how money is the root of all evil, and are quick to toss around quotes about how money doesn't matter as much as love, children, friendship, and a life well lived. While I agree these things are all very important, money is also very important. Like it or not, in the States at least we're a capitalistic economy, and generally the world's economy runs on money as currency. Barter may occur on local levels, but globally it's about implied value of paper, and credit, and promises against these things.
On a more immediate level? Rent needs to be paid, and there's no landlord who's going to accept $500 in tarot readings for your monthly use of your apartment. Grocery stores require some form of money for food. And gas stations might give you a discount for paying with cash instead of card, but they won't take chickens. And if you're going to make something even close to a living with your endeavors, you need to be okay with trading it for money. The money doesn't have to be your primary concern, but it had damned well better be in the top few items of your list of priorities.
And it's okay to want this compensation for the time, materials, effort, training and skill that have gone into the things you create. I know, I know--sometimes trying to put a price tag on what you make/offer can be really difficult and maybe even a little disheartening. But I feel it's no more cheapening to sell art than it is to sell, say, a pound of apples that you yourself grew, from trees you tended. It doesn't lessen the value of the art, but instead raises the value of the apples, and the effort that went into both.
* Learn to sell yourself and your creations.
Yes, this means you need to be at least somewhat good at sales, and in fact if you need more work in this area then the aforementioned "How to Promote My..." books can also be joined with more general sales books. Of course, you can most certainly pick and choose from what you think your audience will respond best to, as well as what actually works. Plus you can always come up with techniques on your own once you feel more comfortable with sales as a skill.
And yes, you are selling yourself as well as what you make/offer. Again that can run into some people's issues with talking about themselves, but in my experience, personality can go a long way in getting people on board with what you're doing. I am an introvert, but I can be "on" when I need to be.
Just keep in mind that you do have something to sell besides yourself, and if you're a little shaky on the prospect of adding more of yourself into the equation, remember that you're standing behind a product or service and that's the primary focus. You and your personality are vehicles for selling the main feature, and your skill (or initial lack thereof) doesn't change that.
* You are promoting your WORK, and your WORK is a valid part of your life.
Are you worried about people thinking you talk about what you do too much? Well, sure, if that's all you talk about, then yes, you may end up being that person that everyone edges away from at social functions. But if someone asks what you're up to, don't be afraid to be honest. Just add what you're doing into the general give and take of the conversation. If you're not used to this, just try a little at a time until you figure out what's a good balance for you that also helps others get information on your work.
* Your LIFE is not just your work.
At the same time, don't only talk about your work. This is a mix of life and promotion blog right here. I talk some about everyday things I do (not all of it publicly) and I also toss in some promotion. I do try to keep the promotional stuff from overwhelming the rest, and liberally use LJ-cuts to keep from putting huge, long, "scroll fifteen pages to get past it" posts. Plus it gives more context to who I am and what informs what I do. For example, my sustainability geekery directly influences my shamanism, and so giving people insight into one helps them to understand the other.
Plus you need to maintain a good work-life balance. If all you can find to talk about is your work, then you need to take a break.
* Promote other people.
Don't do this with the expectation of getting promoted in return. Instead, if you find something worth passing on to others, go for it! Not only will it help whoever you're promoting, but others will look to you as a source of neat stuff. I don't do as much as I used to, at least not as far as passing on big lists of links, but that's mainly because I'm so busy. I do still try to promote the projects of friends, acquaintances, and other people I see doing neat things.
* Fuck the naysayers, but keep your ears open anyway.
No matter what you think, do, or say, there will always be someone who disagrees and disapproves. The quality of their disagreement is what matters. Are they just trying to tear you down to their level? Do they see you as competition? Is there a personal grudge? Or are they genuinely concerned and trying to help? Do you have a good relationship otherwise? Is the disagreement genuinely purely professional?
Other people can help us to gauge where we are with our promotion balance. If you're really worried about whether you're promoting too much, just ask. Yes, there may be some people who won't complain even if they're irritated because they figure your blog is your territory (which it is) or they don't want to hurt your feelings, but if you're lucky you'll have people willing to be honest with constructive, not destructive. criticism.
If you find yourself continually shutting out anyone who disagrees, however, this is cause to examine why. Are they really attacking you, or are you having trouble gracefully receiving constructive criticism? If the latter, then this is another skill to cultivate. Take a step back, don't take it personally, and examine the content of what they say. If they can give specific things you can do to improve, that's a good sign. If all they do is complain, then ask them for suggestions.
* The balance between self-promotion and spam is a delicate one.
Some people have a really good sense for this balance. Others, not so much. It takes a lot of practice, and you may end up with the occasional embarrassing experience as you travel up the learning curve. However, in my experience most people err too far on the side of not promoting enough (though the ones who promote too much tend to make up for them with SHEER VOLUME!!!!!!)
Give yourself time, and maybe even give yourself some specific goals. Don't be afraid to take risks, and don't be afraid to ask for feedback. Just be honest with yourself and others about what you're trying to accomplish, both with promotion and what it is you're promoting, and you'll be off to a good start.
Okay, there we go. Hope this helps!
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on 2011-07-12 11:03 pm (UTC)no subject
on 2011-07-13 02:46 am (UTC)no subject
on 2011-07-12 11:34 pm (UTC)no subject
on 2011-07-13 02:46 am (UTC)no subject
on 2011-07-13 01:59 am (UTC)Great food for thought.
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on 2011-07-13 08:55 am (UTC)no subject
on 2011-07-13 07:24 pm (UTC)no subject
on 2011-07-16 01:41 pm (UTC)thank you
on 2012-04-17 01:32 am (UTC)