Why you need to stop doing what doesn’t work

Happy Monday everyone.  You know what that means, it’s time for another Monday Marketing post.

Title Image - Why you need to stop doing what doesn't work

As writers, we already have a lot of things on our plate.  We build worlds, create characters, weave plots, test dialogue… We also type our manuscripts, scribble our notes, ink our edits.

Let’s also throw in all that online presence stuff we have to do and our docket is pretty much full.

Let go of what doesn’t work

Marketing is another of those things we have to deal with.  Who has time for all this stuff?  Well, we need to.

Any way you cut it and whether you decide to go Self-publishing or Traditional, marketing is going to eat into a lot of your time.

So you need to plan what you are doing.  I talked about Marketing Plans in my post Writers, why you need a Marketing Plan.

We just don’t have time to keep flinging our efforts into areas that don’t work.  I have seen writers pour time and money into marketing ideas that continually don’t have any impact.

The definition of insanity…

…is repeating the same action over and over and expecting different results.

If you’ve tried something over and over and it’s not really working, either fix it or stop doing it.

Analyse your Marketing impact

Don’t set up marketing techniques and then let them run amok without checking in.  You need to be monitoring whether they are working for you.

Without analysis, you could be wasting time and resources on something that isn’t bringing in any results.  By taking the time to monitor, you can see if there is something you can do to amend it.

Are you running Ads on Facebook?  Have you sent out email notifications to your mailing list?  How are you measuring these?  Are you checking your Facebook Insights stats?  Are you checking on your “open rate” of those emails?

Aim for Measurable

Look at having marketing impacts that are measurable.  You want to be able to track your results.  So you know what is working and what isn’t.

By focusing on marketing ideas that can be more impactful, you have a better chance of using your time more efficiently.

Learn from people

Don’t just do every marketing option that is suggested.  Make sure it works for your audience.

Things you consider helpful to your marketing could be having a negative impact.  For example, there are websites that suggest having an automatic DM to people on Twitter when they follow you.  Now personally, I hate these.  I have unfollowed people when these have been sent.

I know a lot of people who hate them.  Some even include that they will not read any DM messages because of unsolicited sales pitches.

Now maybe it works for you.  But are you sure?  Is this measurable?  Are you able to confirm that you get x number of views or sales from doing this?  Is it worth the people who may unfollow you?  (It might totally be worth it!) 

However, if it’s not measurable you may want to check with the audience to see if it’s helping or hindering you.

Work smarter, not harder

Take the time to come up with a strong Marketing plan.  Try new things but always be checking on their usefulness.  If they are failing to have an impact after a set length of time, consider dropping them.

Whether that’s running ads, using e-mailers or posting on social media etc, if it’s not helping then analyse why.  Make changes to see if you can change that.  If it’s still not working, let it go.

You just don’t have the time to waste on what’s not working.

Have you had to drop or change a marketing technique that wasn’t helping you?

 

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Thanks to all my new followers and to all the ones who have been with me for a while.  Just a reminder to check out my blogging schedule that shows you (mostly) what I post and when. 🙂

Feel free to leave me your thoughts in the comments below and if you want to see something specific on this blog, drop me a message. 

Happy writing

Ari

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19 thoughts on “Why you need to stop doing what doesn’t work

  1. It’s something that many of us wish we didn’t have to do but we have no choice. People need to know we exist. I’m really careful when it comes to imposing. Maybe to careful. I have my first book coming out late in the year. When that happens it will be a new experience. I’m not sure what they will want me to do but I’m up for anything.

    Excellent information as always. Thank you.

    • Thanks Bryan, glad you found it useful. So many techniques can be counterproductive, but sometimes we have to try them to find that out.

  2. This is a lot harder than it seems. I’ve had to change my tactic a couple of times but trial and error is difficult. But also, I hate changing my tactic because it’s hard to come up with a new plan, lol. But it has to be done if you want it to work.

  3. Hi Ari,
    You asked, “Have you had to drop or change a marketing technique that wasn’t helping you?”

    I don’t know. I’ve never known how to check anything out. I trusted things to my publisher, to a certain extent, but never could find out what, if anything, either of us were doing was making any difference at all. He had me help with a big campaign of mailing copies of my first two books with a cover letter from me and the publisher, out to independent bookstores. I know one store responded because the owner called me. I told her my publisher would handle orders. She said she’d call him. I called him and told him to expect her call. I never heard any more about her. I also was never told if anyone else responded.

    On Author Central (Amazon) I could find out my print copy sales (dismal) but their system didn’t say anything about ebook sales.

    I did one Facebook Ad and I could see how many people responded in some way, but little of it made any sense to me and none of it appeared to have any effect on my sales – although as I said, I never could find out much about ebook sales.

    So . . . what you’re saying here about analysis and measurable is exactly what has to be done.

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