Seth Godin is a marketing guru who’s released a number of books — none of which I’ve had a chance to read. Regardless, Godin seems to have some good ideas upon which I continue to stumble, like two blog posts he wrote in 2005 and 2006 prescribing advice on authoring a book. Below are selected snippets from the 2005 post. I’ve also linked down my favorite parts of the 2006 advice.
1. Please understand that book publishing is an organized hobby, not a business.
The return on equity and return on time for authors and for publishers is horrendous. If you’re doing it for the money, you’re going to be disappointed. . . .
3. There is no such thing as effective book promotion by a book publisher. . . .
Here’s the thing: publishing a book is really nothing but a socially acceptable opportunity to promote yourself and your ideas far and wide and often.
If you don’t promote it, no one will. . . .
4. Books cost money and require the user to read them for the idea to spread.
Obvious, sure, but real problems. Real problems because the cost of a book introduces friction to your idea. It makes the idea spread much much more slowly than an online meme because in order for it to spread, someone has to buy it. Add to that the growing (and sad) fact that people hate to read. . . .
So, what’s my best advice?
Build an asset. Large numbers of influential people who read your blog or read your emails or watch your TV show or love your restaurant or or or…
Then, put your idea into a format where it will spread fast. That could be an ebook (a free one) or a pamphlet . . .
Then, if your idea catches on, you can sell the souvenir edition. The book. The thing people keep on their shelf or lend out or get from the library. Books are wonderful (I own too many!) but they’re not necessarily the best vessel for spreading your idea.