Nicolas Cole compares two book marketing approaches: the "big launch" with concentrated hype and podcast tours, versus "evergreen" promotion through ongoing newsletter mentions. He argues evergreen is easier and better for most authors, especially those without major funding or publishing deals.
There's two different philosophies with book marketing. There's the big launch philosophy, which is build up as much attention as you can, build the email list, schedule the podcast interviews. It's a huge buildup and then one week of marketing when the book is live. That's one philosophy. And the other philosophy is just publish the book and then talk about it a lot, which is evergreen. You publish the book and then every newsletter you write, you're like, "P.S., I wrote a book on this topic. You should go check it out." I tend to believe that the evergreen approach is easier, it's more accessible, it's better for beginners. It's what I've done for 10 years. I really don't think that it's worth putting a ton of effort and resource into a launch, like big book launch, unless you have a business that's funding it, unless you have a book deal and you're really trying to hit the New York Times list, and unless you've already done the evergreen book thing a couple times and now it's like, this is sort of the only thing left. So, if I were you, I wouldn't even bother with some big launch. I would just publish it and then keep growing your newsletter, and every time you publish a newsletter, "P.S., I wrote a book on this similar topic. You should Check it out.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
