1. It’s harder to sell books than to write them.
Case study: On PBS Newshour tonight (2.7 mil nightly viewers) Cornell prof. B. Frank had a 7 min segment on his new book, Under the Influence: Peer Pressure to Work. An authors dream slot.
Amazon rank: #41,345
Reviews: 0
??
Case study: On PBS Newshour tonight (2.7 mil nightly viewers) Cornell prof. B. Frank had a 7 min segment on his new book, Under the Influence: Peer Pressure to Work. An authors dream slot.
Amazon rank: #41,345
Reviews: 0
??
2. I bought the book. In my judgement it’s a great topic and he’s an expert so why not?
But book marketing, like all marketing, is a tough challenge: you don’t quite know what converts exposure -> interest -> purchase!
And it turns out experts admit some dismay too.
But book marketing, like all marketing, is a tough challenge: you don’t quite know what converts exposure -> interest -> purchase!
And it turns out experts admit some dismay too.
3. The lesson for readers is popular books aren’t correlated primarily with best books - it’s correlated with the best marketing.
Marketing cares less about after purchase experience (didn’t read, disappointed, think writer was on drugs or lazy, etc. .) - they measure sales.
Marketing cares less about after purchase experience (didn’t read, disappointed, think writer was on drugs or lazy, etc. .) - they measure sales.
4. To be an “instant best seller” means two things: 1). Ian established fan base, or.... 2) deliberate mechanistic campaign to game a ranking system with a $20k or more campaign (there are companies authors, and politicians, hire to do this)
5. My fav new books are referrals - ppl who know me or who I respect, who recommend something regardless of its profile or sales. That’s the good, high quality information scent.
Far better than the top X, highly gamed, overly generic lists that are convenient to reference.
Far better than the top X, highly gamed, overly generic lists that are convenient to reference.
6. I’ve never had a NYT/WSJ bestseller: but the more I know about lists the less I care. I want books with lasting value - not 10k in a week (what it takes) but 50k over 3 years, long term value - that’s a BETTER book. Many “ bestsellers” have one week of sales. Then nothing.
7. I’m not saying anything new - to be “the best” is generic: applies to everyone. The book that impacts YOU the most, is unlikely to be what influences everyone else the most! You are special! Love what you love! The most influential books on my writing are obscure! That’s OK.
8. To be clear: I say this, sample size of one, because of the folks who have bought my books over the last 15 years, to whom I’m eternally grateful.
If that’s you, you’ill always have my thanks. I never take my situation for granted & I hope you like what’s next. #designmtw.
If that’s you, you’ill always have my thanks. I never take my situation for granted & I hope you like what’s next. #designmtw.
