The Reluctant Book Marketer

Don't Let Motivation Determine Your Greatness

October 03, 2022 Jody J. Sperling Episode 73
The Reluctant Book Marketer
Don't Let Motivation Determine Your Greatness
Show Notes Transcript

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0:00

there's going to be a moment when you


0:03

finish a huge marketing push for a novel


0:07

that you've released out into the world


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and that's going to be the moment when


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you realize


0:14

that your inspiration is starting to


0:17

have you have been busting your tail to


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get the book into as many readers hands


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as possible and you have done better


0:26

than ever before more readers have read


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this book than any book you've ever


0:30

published maybe it's your first book and


0:32

you're really excited about the number


0:34

of readers that have read and listen


0:36

you're never going to quit completely


0:38

marketing a book but you are going to


0:39

move from one book to the next there's


0:42

going to be a distinct moment where you


0:44

stop marketing book a to Market book b


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and I'm telling you in that moment


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you are going to feel a temptation to


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give in to an uninspired mindset


0:59

we're going to talk today about how to


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avoid that and the things you can do to


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beat the malaise


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if you've ever noticed I drink a lot of


1:08

coffee


1:10

I love coffee and I love writer's block


1:14

coffee they are the official coffee of


1:17

The Reluctant book marketer and if you


1:19

want to support this show while drinking


1:21

the best coffee on the market and


1:23

getting a 10 discount that you can't get


1:25

anywhere else check the show notes same


1:28

goes for the writer's glove or getting


1:30

into the fall it's kind of cold your


1:32

fingers are going to be freezing when


1:33

you're riding especially if you live in


1:35

a draft fueled house like this


1:37

writer's glove it is the only writer's


1:39

glove out there it is patent pending and


1:42

it is an amazing product okay it's not


1:44

the fingerless love because well your


1:46

little fingers still get cold in a


1:47

fingerless glove no it is a full on


1:49

glove that keeps your hands nice and


1:50

toasty so you don't have to think about


1:51

how cold your hands are and you can


1:53

focus on how awesome your story is


1:57

you finish that big project okay


2:00

and it has come to an end


2:04

now you are moving forward into the next


2:07

Big Marketing project you're ready to


2:10

get that next book out there it's


2:11

written it's published it's set to go


2:13

the world wants to meet it


2:15

and you can't use the same tactics Tech


2:18

you can't use the same tactics anymore


2:20

what you can do is figure something new


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out but in that moment of transition you


2:25

feel weary you feel tired I don't know


2:27

what's going to work and I honestly I'm


2:29

not sure of myself


2:31

those feelings are common to all of us


2:33

those feelings are common to everybody


2:36

from Stephen King to Dennis Johnson to


2:39

Haruki murakami to Daniel Steele if you


2:43

are a writer you've had moments where


2:45

you don't know what the next thing is


2:49

how do you think it felt to Stephen King


2:50

when he had to transition from being the


2:52

master of horror to being a literary


2:54

writer I bet he had a chip on his


2:56

shoulder for a while because he didn't


2:58

know how to move forward and be somebody


2:59

accepted by the literary Community


3:01

you're gonna feel that you're going to


3:03

feel that in a way when you are


3:04

transitioning from something that killed


3:06

it to the next thing and I recently


3:10

finished a really big marketing project


3:12

I had spent about a month


3:13

reaching out to all of my friends and


3:16

followers on Twitter talking to them


3:18

about my show and it was a blast it


3:22

worked really well I had pushed through


3:24

all of the fears that people were going


3:25

to hate me for doing it the people


3:26

working on follow me that people were


3:28

going to block me the people were going


3:29

to report me


3:30

most of you who are listening right now


3:32

are listening as a result of that huge


3:35

marketing push that I did and I I grew


3:37

my show from being in the top 10 of


3:40

podcasts which is not great to being in


3:42

a top three percent of podcast which is


3:44

really great


3:46

do so much search and it was so exciting


3:50

but to see now that I'm done with that


3:52

and I need to move into the next thing


3:56

feel like I'm shutting down you felt


3:59

that before you don't you've tried some


4:01

things you've had a few readings you've


4:03

had a few outreaches you've done maybe


4:06

some digital podcasts maybe you've gone


4:09

and mingled with Librarians at libraries


4:12

maybe you've partnered with bookshops I


4:14

don't know all the different things


4:15

you've done hopefully you've knocked on


4:18

some doors that by the way is a tried


4:20

and true Evergreen


4:22

tactic for selling books that almost


4:24

nobody recommends anymore and you wonder


4:27

why the literary industry is dying


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that's just the tip oh and by the way


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please smash the like button everybody


4:39

says smash here on YouTube Smash It


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smash the like button subscribe so you


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can catch this all the time why wouldn't


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you


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I liken the moment when you transition


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from a huge marketing success something


4:56

that works well for you into the next


4:58

thing like a race you're running a


5:01

marathon


5:02

you're very tired it's mile 18 you want


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to drink a little bit of water everybody


5:07

who talks about running will tell you


5:09

don't stop if you get a glass of water


5:11

slap it off the table keep running


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because the moment you stop completely


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your muscles go into protective mode


5:19

your body wants itself to be healed and


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it thinks it's trying to preserve you


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that it needs to stabilize all of these


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torn muscles that you have created on


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the 18 miles you've already run all of


5:30

the stressed tendons all of the


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ligaments that are in high alert and it


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tightens you up constricts you if you


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stop you sit down to drink that glass of


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water


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sorry but you're probably not going to


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finish


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it's already hard enough mentally to do


5:48

this whole race don't stop and make it


5:50

harder on yourself keep moving if you


5:53

need a moment to have a drink have a


5:56

drink I don't know metaphorically


5:57

exactly what that is with marketing if


5:59

you need a moment to make it more


6:01

playful to have more fun do that I think


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it would be likened to getting on a


6:05

different social media channel and


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playing around a little bit or maybe


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using your traditional social media to


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play around a little bit but keep it


6:13

focused keep it moving toward the basic


6:15

idea that you want everyone on planet


6:17

Earth to know your face to know your


6:19

voice to know your writing style you


6:22

want people to use your last name the


6:26

same way that they use Charles Dickens


6:27

okay it's oh that writing is so


6:29

dickensian you want people to say that


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passage is a very sperlingian


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passage I don't have a good last name


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for doing the whole dickensian thing but


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you get the point maybe they say it's


6:41

like a Jordanian Joe dinian moving on so


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you you want to do something and that's


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the point here it may seem really small


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but you have to use some kind of tactic


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I can't say the word tactic but this is


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the second time by the way I've recorded


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this because the first time was a total


6:58

bomb and so tactic I said it wrong the


7:01

last time too tactic you want to find a


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tactic a technique you want to use


7:05

something to uh keep you moving forward


7:09

don't take your foot off the gas that is


7:13

the theme Here is keep moving if you


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keep moving you will succeed you will


7:19

Thrive if you stop moving there's


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another word for that and it's called


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quit Okay you quit the last project and


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you expect yourself to start the next


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project


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not likely not likely at all and if you


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don't trust me know that almost nobody


7:37

is known as an author almost nobody is


7:40

known as an author because almost


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everybody stops after the first effort


7:44

before getting into the next one keep


7:46

moving you're going to fail here


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everybody fails here everybody makes a


7:51

mistake Radiohead recorded Okay computer


7:53

and it was a brilliant album and they


7:56

went on to do the bends and the bends


7:57

was really good and there's probably


7:59

other albums in between there but then


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they did kid a I mean they switched it


8:03

up big time I'll tell you two things


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they didn't stop moving but also I don't


8:07

care who you are kid a was a bond it was


8:09

a horrible album there's going to be a


8:11

bunch of mad Radiohead fans out there


8:13

but sorry it was a bad album they went


8:15

from there to do amnesiac which was kind


8:17

of a rebound it was a little bit better


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it was sort of refining of that sound


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and and then in rainbows and In Rainbows


8:24

is the moment where you realize okay


8:26

here we've got greatness on our hands we


8:28

have a band that has embraced changing


8:32

from one thing to another beautiful


8:34

marketing that they did they caught the


8:37

moment better than almost any band out


8:39

there I would say you two would be the


8:42

next kind of best getting their album on


8:44

iPhones that was brilliant that was


8:46

really good marketing you know I know


8:48

I'm talking about music right now but


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it's because I wanna I want this this


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visceral quick feeling of of transition


8:55

let's talk about Stephen King from from


8:56

the master of horror to being literary


8:59

that is a


9:01

if that would be like Joanna Lindsay


9:02

shifting from like really uh


9:06

what is it clean romance type of novels


9:09

to going like erotica or totally


9:11

switching and being in horror or


9:13

thriller or something I mean it's doable


9:15

I would love if Joanna Lindsay would


9:17

switch from clean romance to Thrillers


9:20

um Blood and Guts from Joanna Lindsay


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would be a really cool transition it


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wouldn't it would actually ignite a lot


9:25

of interest but she would lose a huge


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fan base


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she keeps moving she could have a


9:31

Radiohead moment she could surprise the


9:32

world I know that there are authors out


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there


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who try to do this all the time and they


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resent the readers who don't follow them


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because they didn't push hard enough


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they didn't worry about that transition


9:42

long enough they got angry because


9:44

they're like hey this worked why won't


9:45

you follow me here


9:47

we're getting a little bit off track but


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what I want to say to you is whatever


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you do as long as you stay in motion and


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people continue to talk about you


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because you stay in their face you stay


9:58

relevant and in your face is a good


10:00

thing right you have kids maybe you've


10:03

seen kids before kids get in your face


10:04

they want your attention as much as it


10:06

may feel a little bit annoying it's a


10:07

really good thing it's what makes you


10:09

love kids is that they're in your face


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loud all the time like hey right here


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okay I'm in your face


10:15

stop thinking it's a bad thing it's a


10:17

good thing get in people's face and stay


10:18

in their face make sure you brush your


10:21

teeth though


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have you ever wondered how I do what I


10:25

do on Twitter speaking of being in your


10:26

face all the time I bet you you get


10:28

tired of seeing my tweets in fact I had


10:30

a guy the other day direct message me


10:31

and be like hey I had to block you


10:33

because I frankly you asked too many


10:34

questions and I was like yes that is


10:36

awesome that's what I'm looking for I'm


10:38

looking for people who can't escape me


10:41

you you might not love me but if you


10:43

can't escape me I'm doing my job well


10:45

and you should be doing the same thing


10:46

and I'm gonna say should until the day I


10:48

die by the way I'm gonna say should


10:49

because there are things you should do


10:51

if you want to be successful and if you


10:53

don't want to be successful as an author


10:54

and sell a million copies of your book


10:55

there are other podcasts out there that


10:57

will coddle you and tell you that it's


11:00

okay to only sell 3 000 copies of your


11:02

book no problem and let's be honest it


11:05

is okay it's just a level that I would


11:08

never be satisfied with and


11:10

for as hard as I work


11:13

to sell 3 000 copies of any book and be


11:16

done with that book


11:18

you can't you can't convince me that


11:21

that would feel good


11:24

I could negotiate with myself and give


11:26

myself reasons why I could make excuses


11:28

oh well there's not readers anymore you


11:30

know people just don't read the way they


11:31

used to there's too much competition out


11:33

there listen the competition is crap the


11:36

competition is crap people are


11:37

self-publishing novels that they didn't


11:39

professionally edit that they didn't


11:40

have professional cover design done for


11:42

they're they're they're they're


11:43

publishing to Amazon exclusively they're


11:46

using Vella they're using our Vellum


11:48

whatever the heck it's Bella vellum's


11:49

cool by the way they don't sponsor me


11:51

yet but they should


11:53

um there are some really really crappy


11:56

authors out there that's not competition


11:57

that's noise that is uh digital


12:02

garbage


12:05

have a look at some people's website be


12:07

honest with yourself don't compare you


12:09

don't need to compare but just have a


12:10

look at some people's website who who


12:12

are authors one they don't tell you how


12:14

to get in touch with them two they don't


12:16

tell you how to find them three you


12:17

wouldn't even know it existed I mean


12:19

good grief if you happen to stumble upon


12:21

it you're like this this is just taking


12:22

up like whatever particles in the


12:25

atmosphere hold websites that science


12:27

doesn't make any sense to me


12:30

I use social DOC for Twitter


12:33

I use social talk they are a sponsor of


12:36

this show or I guess they are an


12:37

affiliate of this show I'm affiliate I


12:39

have an affiliate link it's an affiliate


12:41

partnership that I have with social dog


12:42

if you click on the link in the show


12:44

notes and sign up to use social dog to


12:48

up your Twitter game from here to ten


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thousand percent you will not regret it


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and you'll be supporting the show so


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please check out social dog I use it to


12:57

schedule all of my tweets I use it to


12:59

monitor keywords so I can stay relevant


13:01

in conversations that are happening


13:02

around me I use it to find new people


13:04

who are relevant to me I use it to find


13:06

out who quit Twitter and isn't using it


13:08

at all anymore because those people


13:11

don't need to be around me I use it to


13:14

find out who's really on to something so


13:16

that I never miss important Trends if


13:18

you like what I'm doing on Twitter


13:19

You're Gonna Love Social dog because


13:21

they're the ones who help me do it at


13:23

this level


13:25

let's wrap it up


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you need to stay in motion you need to


13:31

Market and it's not just your book if


13:32

you listen to my previous episode with


13:34

Thomas J Belleza I would remind you what


13:37

he said marketing a brand is different


13:40

than marketing a book so you should


13:41

always have brand marketing going on but


13:43

you should also Market books do both


13:45

brand Market book market and the book


13:47

marketing pushes are always going to be


13:48

the ones that tire you out because


13:49

they're going to be when you get Super


13:51

Hyper focused on one thing and you see


13:53

the results and you see the success and


13:54

it is instantaneous you did it right or


13:56

you did it wrong the correction is quick


13:58

brand marketing is slow so when you


14:00

shift out of that book marketing back


14:02

into brand marketing you're gonna have


14:03

that moment of pause where you want to


14:04

stop have to drink muscles tighten up


14:06

everything goes into a crap bag


14:10

take Thomas J balise's advice Market


14:14

your brand don't stop it's a great time


14:16

to experiment and test but listen hey


14:19

tell me in the comments shoot me an


14:21

email let me know somehow what do you


14:24

think is the best way that you've


14:25

transitioned to book marketing to Brand


14:27

marketing if you've got a great idea


14:28

share it with the community drop a


14:30

comment here on YouTube or feel free to


14:33

email me directly jodyjsperling


14:35

gmail.com and thank you so much for


14:38

being a listener of this show