Note: Sorry for missing my posting day last week. For the explanation, see Phase Three, below.
Everywhere I go, I hear it: Authors are cutting back on book promotion.
At conferences and on blogs, I hear published writers announcing that they are “scaling down” the time and dollars they spend flogging their books. They’re chopping their advertising budgets, attending fewer conferences, and abandoning blogs. In extreme cases, they’re even turning down contracts for new books—which guarantees that you won’t have to do any promotion.
In a world where most authors get little promotion budget from their publishers, some writers who previously spent tons of time “getting the word out” about their books are becoming more like Greta Garbo. They vant to be alone. Alone, in the company of their word processor.
I call this process the Quitclaim Syndrome. The syndrome usually progress in the following phases:
Phase One: Writer gets published, then spends first year in a giddy travel/networking/book signing spree.
Phase Two: Writer spends so much time promoting Book One that s/he risks falling behind schedule on producing Book Two, but manages to make the deadline by dint of superhuman effort. By now, Writer has spent more money on promotion than the combined advances for all the books, which haven’t even been paid out yet. Royalties are hiding somewhere in a La-La land called FutureWorld.
Phase Three: Writer begins to experience the physical tics of over-multitasking: chronic fatigue, self-medication therapies gone wrong, and desk rage, if she has a day job. Medical intervention may be required. Writer is so exhausted that she plans the promotion of Book Two with a more realistic—even jaundiced—eye. Kind of the way a guy regards the prospect of paying for a fourth or fifth failed date in a row. What’s this worth to me? he asks himself. For way less money, I could have more fun sitting at home on the couch with a beer and a copy of Debbie Does Dallas.
Phase Four: Writer reaches a fork in the road. To continue breathless promotion efforts, or not? Whereupon Writer either A) keeps promoting herself, but not nearly so breathlessly, or B) stops most promotion efforts except for the bare necessities.
Phase Five: Writer returns to more isolated, less frenzied writing schedule, and greater productivity.
Is anyone else seeing this as a trend? Is frenzied book promotion just not worth the effort as much anymore, because the costs are too high and there’s not enough payoff in terms of book sales? Does the whole thing interfere too much with the time it takes to write?