by James Scott Bell
@jamesscottbell
Sheesh! With over 4,000,000 books (mostly indie) published last year, how the ever-loving heckfire does an author hope to get noticed, let alone make any lettuce at this gig?
I recall two historical events converging at around the same time—the explosive growth of Twitter and the eruption of indie publishing via Amazon. I got in on both around the same time, and I remember a number of writers who had the idea that millions and millions of people would see their tweets, so the best strategy was repetitive messaging that was a variation on buy my book, really buy my book, really buy my book right nowI
That quickly grew stale. It didn’t take long to discover that social media is not a direct marketing tool. So authors began to use Twitter as part of their brand-building enterprise, which for many included several other platforms. That takes a lot of time and mental energy away from the writing, and can result in an affliction I call Obsessive Marketing Disorder (OMD).
To avoid this malady, let me offer my personal take on where to focus your energies. I invite your take in the comments.
Your primary marketing tool is your books, written with the best craft and care you can bring to them. Because word-of-mouth has always been the most effective way to sell books over the long-term. So spend most of your time doing what you do—producing pages and getting better at your craft.
Set up a website, of course. A full treatment of this subject is beyond the scope of this post, so start off by reading the advice of industry expert Jane Friedman.
Next in importance is the email list. By going direct to a growing base of satisfied readers, you build a career. But how, you may ask, does a newbie create such a list? Well, first, satisfy readers with your books! (See above). Then offer a reader magnet, a healthy chunk of free content in return for an email address. I use BookFunnel for this ($10 a month) offering a free novella.
Now, how do you interact with your list? With pleasant to read emails. What I mean is, offer your list something they’ll enjoy reading on its own merits, not just a sales pitch. One author who does this well, IMO, is a guy who is bound to break out soon. His name is Dean Koontz. One recent email “From the Desk of Dean” begins:
Dear Readers,
It’s been a month of chaos here, with real life intruding into Koontzland in ways that I simply refuse to tolerate. In my frustration, I was dismayed to discover there is no Bureau of Real Life Control to which we can turn. More than one officious federal bureaucrat, hearing my complaints during multiple phone calls (I do not give up easily) said, “You’re on your own, you idiot.”
I was further dismayed to discover there is no Bureau, Office, Agency, or Department that will soundly thrash bureaucrats who call model citizens like me an “idiot,” and will not even teleport them to a retraining facility on the moon, which I’d be willing to help fund. It seems that if I am to maintain my quality of life in Koontzland—with its sugar-cake buildings, candy-bearing trees, and herds of unicorns—I will have to take extreme measures, which I am still formulating.
He goes on for a couple of paragraphs, then deftly drops in his pitch:
I am smiling now with true delight when I tell you that the first three Jane Hawk novels—The Silent Corner, The Whispering Room, and The Crooked Staircase will be reissued for the first time in trade paperback by Bantam Books in June and can be preordered as soon as you’re wise enough to do so. The fourth and fifth Janes are coming in September. They all have dazzling new covers.
He finishes off with:
To calm myself, I will go running now in the company of unicorns through the vast meadows of wild orchids here in Koontzland, through the forest of muffin trees, to the great Fountain of Longevity. One drink of that fountain’s flow of cherry cola grants another century of life. It’s another century in real life, but I’m counting on a world run by benign robots that will spare us from the problems and annoyances that now plague us. How could they not?
Warmest regards from everyone here in Koontzland,
Dean Koontz
To see more of Dean’s mailers, go here. Please note, don’t try to imitate Mr. Koontz. It’s his tone. Find your own, one that would be welcome at a party, which means don’t become just another boorish ranter. We have way too many of those now.
As for frequency of mailing, I’d advise once a month. What might you talk about?
- Your WIP
- Your process
- Your research
- Early look at chapters
- Cover reveals
- New deals
If you enjoy writing about a certain subject, you might consider a newsletter. I have one of these via Substack, which you can sample here.
As for paid advertising, I’ve never cracked the CPC or CPM code, and trying to figure it all out while shelling out dough can induce OMD all on its own. I have had some success with promotional services like BookBub and Written Word Media.
My bottom line is, don’t stress about marketing. Keep the main thing the main thing—producing quality fiction. Set up an email list. Move outward from there, watching for signs of OMD as you do. If you feel it coming on, go outside, take a deep breath, come back in and write another chapter.
Comments welcome.






This little guy is very much alive. Look how convincing he is, though!
Texas indigo snakes—a subspecies of the eastern indigo snake—can grow up to 7 feet long and are found throughout Texas. They’re not venomous, nor constrictors. Instead, they rely on muscular jaws to overpower and swallow their meals head first. Texas indigo snakes even hunt venomous rattlesnakes (they’re immune to the venom).
documented 29 out of 50 different wild ducks played dead when exposed to captive red foxes. This immediate collapse gives the duck a fighting chance should the fox lower its guard. The ducks remained still while the fox carried them back to den to escape later.
Another species of bird that plays dead is the Japanese quail. These animals do so for similar reasons to ducks – to avoid predators, such as cats — and wait for an opportunity to escape. When sleeping, Japanese quail also appear to be dead and can sometimes cause alarm to their owners.
The lemon shark is an apex predator, yet they also play dead. If turned onto its back, the lemon shark will not only play possum, they’ll begin to exhibit labored breathing and the occasional tremor. This is especially interesting, considering the lemon shark lay on the ocean floor and allows other animals to pick the parasites off its body. They have the ability to remain completely still and pump water over their gills to breathe.
This little guy is alive, playing dead.
Native to Japan, the pygmy grasshopper displays a unique version of playing dead when threatened. Not only do they freeze but they spread out stiffened legs as far as possible in all directions. This death stance makes it nearly impossible for predatory frogs to attempt to swallow them. Thus, the frog moves on to easier prey.
This redback spider is alive but playing dead.
And the acting award goes to…
The Central American cichlid plays dead to lure unsuspecting prey. This aquatic predator’s intricate markings give the illusion of a decaying fish. Because scavengers are attracted to an easy meal, they move in. The cichlid springs to life and attacks.
Another animal that plays dead to catch prey is the pselaphinae beetle. Instead of waiting in ambush, these beetles employ tonic immobility so ants can carry them away. Once they get inside an ant’s nest, they spring to life and feed on the ant larvae (the majority of their diet).
Black widows are the most venomous spiders in North America, but they don’t always bite when threatened or provoked. Instead, black widows often play dead. When their lives are at risk, they curl into a ball while releasing silk to aid its movement.
Blue Jays play dead by slumping down, motionless. Sometimes, like their crow cousins, they’ll sprawl out with their wings spread, head flopped to the side. Some birdwatchers theorize this is a form of blue jay sunbathing. Or they’re playing a practical joke since they often surprise people by springing to life if disturbed. When threatened by predators such as cats and hawks, they will absolutely play dead.
Praying mantis are easily recognized by their long narrow bodies, a small head with large eyes, and oversized front legs held upright. To avoid being eaten by the female after mating, the male will play dead. They will only move again once the female has lost interest and left.
Not to worry. She’s alive, just not in the mood.
Thank you for standing in for the human, sweet puppy.


