In
the course of working with well over a thousand authors – and having spoken to many
more that I ended up not working with – I have noticed the Hamlet Complex can
have a powerful grip over many writers. But
they needn’t suffer anxiety over the decision of “To do PR, or not.”
Of
course, as a professional marketer and book publicist I will tell you that book
marketing and PR are necessary in order for authors to achieve success. But I say it because it is in fact true. There are variables at play. Authors don’t have to spend the same amount
of money or time as one another, but they each have to do something if they
want to generate sales, build a media brand, advance their writing career,
impact others with a powerful message, and influence society.
I
have many writers tell me they can’t afford to hire a publicist, and in such
cases I would agree that they shouldn’t invest in anything if they don’t have
it. But if one can allocate some funds to support their book, they should do
so. It still needs to be spent wisely
and efficiently, but there’s no question that a lot can be – and needs to be
done – to promote a book properly.
It
pains me to speak with those who act like Hamlet, where they weigh all of life
on this decision to do PR – or not. One
minute the person is convinced he or she must do this, the next minute
insecurities, fears, and doubts creep in to sabotage their efforts. I could have several long conversations over
a matter of days or weeks, and just as I believe they are going to sign on and
allow me to promote the heck out of their book, they pull back. They eventually say no.
In
such situations I don’t feel like I lost out.
I first feel bad for the writer.
I know what they’re missing and understand the mind games that took over
their brains. It’s as if they suffered
from a flu. In the end, they may still
go over in their head whether they made the right choice even after making a
decision.
Sometimes
writers shouldn’t invest in PR. Here’s
why:
1.
They
may be choosing the wrong publicist or campaign and thus will waste their
money.
2.
Their
book simply is not good enough or worth promoting.
3. They won’t supplement the efforts of the publicist to do things with social media, speaking engagements, or other marketing efforts, thus mitigating the efforts of the publicist.
4. The book’s been out for a year or more and they just decided to promote it now. It’s too little, too late.
That
said, most writers, if they believe they wrote a good book, should be promoting
it. A professional publicist can help in
many ways and should be utilized for the heavy lifting.
So
what could I say to those suffering the Hamlet Complex? I would tell them to decide sooner, whichever way
they go. Don’t torture yourself. Weigh
the pros and cons – after collecting relevant and accurate information – and
then make a decision. There’s no reason
to burden yourself with a lingering cloud over your head. The extra time never gets you any closer to
making a decision.
To
determine whether you will hire someone to promote your book, simply answer
these questions honestly:
1.
How
much am I willing to spend? Set a budget. Be willing to stretch it, but settle
on your comfort number.
2.
Do
you believe the publicist is reputable and competent?
3. Is this publicist setting realistic expectations and will these coincide with your goals?
4. Do you think your book is worth promoting?
5. What do you hope the PR will accomplish for your book, both in the short- and long-term?
6. Do you want to do all of the PR by yourself? Do you have the contacts, knowledge, time, and desire to do it? If not, do you recognize the alternative is to pay someone to do it?
7. Do you have a grasp on what the possible services and campaigns out there can do for you? Have you called a few competitors to get a handle on pricing options?
8. Do you understand what a promoter is offering you, or is it all jargon, hype, promises, bait and switch, and baloney?
The
Hamlet Complex can grip any of us, but I urge you not to torment yourself. Do your due diligence, assess your options,
and make the best possible choice. You
will be taking a risk and you will be spending thousands of dollars. But you also will be positioning yourself to
achieve more than what 90% of other authors can possibly do, since they won’t
hire professional assistance.
To
promote, or not to promote, shouldn’t be the question, but rather, how much
should I spend and with whom do I want to
work should be. Set a time limit for the process and then make a
decision. Don’t look back, and don’t
regret anything. Choose wisely, but
above all, just make a choice!
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