Your big break—that media interview, that stellar endorsement, an influencer willing to work with you, a large book order, that awesome speaking engagement—might be right around the corner. You never know when it will happen… but I can guarantee it won’t happen if you don’t plant seeds.
To harvest fruit, you must first plant seeds. All your marketing efforts—both small and large—are seeds you are planting.
I have sent out scores of press releases. Many never get a response. Not too long ago, I sent out another press release to the media. I really wasn’t anticipating much from it. After all, I know that press releases are about planting seeds and watering those seeds.
A few weeks later, I received an email. It said:
“I am doing a story on indie publishing in the Christian market. I’ll talk to a number of sources for the story, and would love to include you and the newly named CIPA.”
An interview was scheduled. A conversation took place. Then, an article was published. I was quoted in the article.
Not a big break, but a nice one that brought more exposure. You can read the article here.
Too many authors are “one and done”. They try something once. When they don’t get the result they expected, they decide that the marketing technique did not work and don’t try it again.
In marketing, “one and done” will kill your efforts. No farmer plants one seed and expects a good crop. Farmers do not know which seeds will germinate or which seeds will lie fallow or end up getting eaten. So, they plant many, many seeds, sometimes overseeding so they can ensure a crop.
Wise King Solomon knew this principle. He said:
In the morning sow your seed, and at evening do not let your hand rest, because you don’t know which will succeed, whether one or the other, or if both of them will be equally good.
In book marketing language, this statement reads:
In the morning conduct your marketing activities, and at evening don’t think you are done, because you do not know which activity will succeed, whether one or the other, or if all of them will be equally good.
You can’t have a big break unless you are constantly pursuing opportunities. So, keep doing marketing activities like:
- Sending out those press releases.
- Pitching for interviews.
- Asking for those endorsements.
- Pursuing those speaking engagements.
- Seeking collaboration with other authors.
- Showing up day in, day out on social media adding value to other’s lives.
And remember that God is the Lord of the Harvest. Your success rests in his hands. Trust him.
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Photo courtesy of Dương Trí and Bruce Mars.