Hi Johnny, a (lurker) OG here and I read everything you write. I’ve been self publishing almost as long as you (2011) and I find your message really refreshing. I plan to back your Kickstarter so I can get the book.
My main question, that I am hoping you will let me know if the book will answer, is the million dollar question of _how_ do we find these readers?
I know it’s not easy. I know it’s one at a time. But I’ll be honest, even as a kid I was never good at “making friends” (missed that day of class I guess) and as an adult, even more confusing.
I’m more comfortable with numbers than people, which is why I have taken the more ad/automation/algorithm approach for a lot of my career, but hear me when I say I don’t _want_ to be a rapid release type of author. I just simply can’t crack the social aspect.
Maybe that’s just me. Maybe I am more suited to the “other style” of publishing or some other business.
But I love writing more than anything and I want to do it (profitably!) for the rest of my life. So I’m really hoping there will be some advice or encouragement for people who genuinely don’t _know_ how to find readers the Artisan way.
When I have had fans/readers, for sure, I’ve done my best to treat them like kings. But I’m doing a hard reset on my career and feeling like a newbie all over again.
Thanks for listening to this rambling post! Hope to catch the reunion episode today after work 💕
So ... this is such a salesman's answer, but there's a whole section in the book specifically about how to find those readers. If you decide to join us in one of the Artisan University tiers of the Kickstarter, we'll also cover it in depth together ... and of course if you really wanted to dig in at the higher tiers, we can cover your specific case and do a hot seat on your specific context, etc. BUT, because I don't want to just tease and walk away, I can explain a bit more here. (I don't want to be "that guy" :) ).
You need a lot of raw material if you're to sift through it to find the gems. The metaphor I use is that if you're going to pan through a ton of silt on a river bottom to find gold, you have to start with a lot of silt. If you're less outgoing than I am (which is most writers, honestly), you might do better with that approach because it's more numbers-and-odds focused. You'll basically mass-attract new eyes in the same way as everyone else (ads, list promos, etc), then sort them into "might be a fan" and "probably not going to be a fan" piles on your end -- through personal emails, authentically-written autoresponder sequences, through the way you interact with them social media, etc. True Fans are still diamonds in the rough. You have to go through a bunch of garbage (or at least non-ideal fans) to find them. It's slow, but it's worthwhile.
Thank you for taking the time to read and reply to my comment. This does help put things in perspective. I will definitely be getting the book and the university tier if budget allows :)
It’s been a pleasure to follow your journey through this industry. As one of the premier thought leaders and guiding lights (whether you wanted it or not) it’s interesting to see how your philosophy has changed over the years. If anything I’d say it’s matured and this next iteration is (as you said) a far more sustainable and long term approach to being a creative.
I hope many more people adopt this attitude as I think it’s the small change that the industry needs to also grow up and mature.
Yep -- "matured" is beyond fair. I was a lot more hurried in the past, and these days I've settled down like the proverbial old-but-wise dog who's had enough of that puppy bullshit and would prefer to cut through the nonsense.
I’m so excited for the book and university! For the first time since I started writing (over a decade ago), I can see my path as a fiction author unfolding in a way that feels exciting.
It’s so great to know that you and other writers out there see another way with the Artisan Author, away from rapid release and automation. Thank you! 💫
I got your book a week ago, and am almost done reading it. Boy did I make a lot of mistakes bowing to the Amazon gods. But anyway, I am weighing in here to say that when I worked at the travel company where I spent most of my 35-year career, our "slogan" internally was "Make a friend, make a sale." We would say the best way to sell was to become friends with the customer. Learn the names of their kids, spouse and pets. Remember their birthday. Another line we used was "We know you by your first name." (In other words "You're not a number.") After my depressing departure from that industry, I had forgotten those wise internal slogans we used to say DAILY. So, thank you for inadvertently reminding me of that. Now I have to wait for my Kindle exclusive thing to expire (in about 10 days) so I can make some changes to my book and get it out there without being wedded to Amazon. Thanks for reminding me of something that used to come naturally. Everybody, repeat after me: "Make a friend, Make a Sale. We know you by your first name!"
I've been following your career for a while and I've always respected your opinion. Reading the words today about how you're approaching 1000 true fans hits home with me. I tried the rapid release formula and I did burnout, so much so to the point that I did hate writing for a while. Being an author is something I've wanted since I was in 5th grade, and I've barely managed to hit that point as far as sales go. However, knowing that we're getting back into a mindset that you don't have to pump out BS 12 times a year is nice to know. It gives me hope that maybe eventually my body of work will find its audience.
As always thanks again sir for relighting the fire under my ass to put the words down. I appreciate it.
I've heard the expression "get 1000 fans of you, and you'll be successful" for a decade now. The catch has always been the HOW. Thanks to a recent blitz of indie authors and publishers who've burnt out the how is starting to come clear. You've completed another large section to the puzzle in my mind and realize I am on the right path for being an artisanal author. It's just going to take more time than I'd hoped.
Unless the real path to instant success (sudden discovery and insta-fandom by someone (A-list celebrity/movie producer/influencer type with a massive social media or marketing reach) happens... this is the way to do it without selling your soul. Joanna Penn and Simon Whistler back in the day talked about getting a large street team which in essence are fans of you and will spread knowledge of you far and wide with your fandom.
(It wasn't till yesterday that I realized I used to follow your Self Publishing Podcast while I was writing my first novel. LOL)
Haha -- yeah, I'd like discovery by someone influential as well. So far, no luck. But I do talk a bunch about the HOW in the book (and we'll cover it group-style in Artisan University, so we can get more granular and do Q&A on it, etc.) I'm really hoping this will unlock some ideas for a lot of writers!
Looking forward to reading the book. Y'all's podcast was a big part of what validated the self-publishing path for me, back in the day. And I've always felt that, if the rapid release strategy was the only way to make money at this, then I would have to reconcile myself to not making much money.
I'm fascinated to learn that you've been doing well selling books in places like farmers' markets; I'm hoping those experiences are covered somewhat in Artisan Author. As an introvert I would find that fairly challenging, and have been trying to think of alternate ways to let readers "get to know" me. My Substack is part of that; hopefully it's a way I can write as myself, offering a bit more of a personal connection. But I'm still figuring out the Substack stuff and don't know where it's going.
About a year ago I saw a guy selling his novel on the subway here in New York. He walks into the car, loudly gives a spiel to the whole train about his book, waits to see if anyone will buy it, then goes on to the next car. I think he's kind of a hero. When I first encountered him, just the idea of selling my own books that way nearly gave me a panic attack, so I bought one just to reward him. (It's still sitting on my shelf. It doesn't look like my kind of thing and I have no particular desire to actually read it.) I've seen him here and there since, in Manhattan and Brooklyn, flogging his book whenever there's a crowd. Perhaps a kindred spirit of yours?
Ha -- well, if he wasn't mentally disturbed in some way, I'd consider that to be a highly interesting if unorthodox way to sell books. It'd scare the hell out of me to try it.
Alternative ways to "let people know you" (in addition to a bit of live-selling stuff, though that's definitely not primary) is covered in the book, and we'll cover it in more detail (and with discussion and Q&A) in Artisan University if you opt for those tiers. There are many ways to put yourself out there and connect without having to set up a stall in public ... or hawk on the subway. :)
I'd bet that over the course of four or five hours he sells five books, which is pretty good I think. He projected an air of utter confidence that reading his book would improve your day.
I look forward to buying and reading the book. I would love to be able to join the upper tiers, such as the University, but it's out of my price range right now.
Hi Johnny, a (lurker) OG here and I read everything you write. I’ve been self publishing almost as long as you (2011) and I find your message really refreshing. I plan to back your Kickstarter so I can get the book.
My main question, that I am hoping you will let me know if the book will answer, is the million dollar question of _how_ do we find these readers?
I know it’s not easy. I know it’s one at a time. But I’ll be honest, even as a kid I was never good at “making friends” (missed that day of class I guess) and as an adult, even more confusing.
I’m more comfortable with numbers than people, which is why I have taken the more ad/automation/algorithm approach for a lot of my career, but hear me when I say I don’t _want_ to be a rapid release type of author. I just simply can’t crack the social aspect.
Maybe that’s just me. Maybe I am more suited to the “other style” of publishing or some other business.
But I love writing more than anything and I want to do it (profitably!) for the rest of my life. So I’m really hoping there will be some advice or encouragement for people who genuinely don’t _know_ how to find readers the Artisan way.
When I have had fans/readers, for sure, I’ve done my best to treat them like kings. But I’m doing a hard reset on my career and feeling like a newbie all over again.
Thanks for listening to this rambling post! Hope to catch the reunion episode today after work 💕
Why hello, Alistair!
So ... this is such a salesman's answer, but there's a whole section in the book specifically about how to find those readers. If you decide to join us in one of the Artisan University tiers of the Kickstarter, we'll also cover it in depth together ... and of course if you really wanted to dig in at the higher tiers, we can cover your specific case and do a hot seat on your specific context, etc. BUT, because I don't want to just tease and walk away, I can explain a bit more here. (I don't want to be "that guy" :) ).
You need a lot of raw material if you're to sift through it to find the gems. The metaphor I use is that if you're going to pan through a ton of silt on a river bottom to find gold, you have to start with a lot of silt. If you're less outgoing than I am (which is most writers, honestly), you might do better with that approach because it's more numbers-and-odds focused. You'll basically mass-attract new eyes in the same way as everyone else (ads, list promos, etc), then sort them into "might be a fan" and "probably not going to be a fan" piles on your end -- through personal emails, authentically-written autoresponder sequences, through the way you interact with them social media, etc. True Fans are still diamonds in the rough. You have to go through a bunch of garbage (or at least non-ideal fans) to find them. It's slow, but it's worthwhile.
I hope that helps!
Thank you for taking the time to read and reply to my comment. This does help put things in perspective. I will definitely be getting the book and the university tier if budget allows :)
I hope it'll help you out regardless. Good luck!
It’s been a pleasure to follow your journey through this industry. As one of the premier thought leaders and guiding lights (whether you wanted it or not) it’s interesting to see how your philosophy has changed over the years. If anything I’d say it’s matured and this next iteration is (as you said) a far more sustainable and long term approach to being a creative.
I hope many more people adopt this attitude as I think it’s the small change that the industry needs to also grow up and mature.
Yep -- "matured" is beyond fair. I was a lot more hurried in the past, and these days I've settled down like the proverbial old-but-wise dog who's had enough of that puppy bullshit and would prefer to cut through the nonsense.
I’m so excited for the book and university! For the first time since I started writing (over a decade ago), I can see my path as a fiction author unfolding in a way that feels exciting.
It’s so great to know that you and other writers out there see another way with the Artisan Author, away from rapid release and automation. Thank you! 💫
Woo-hoo! I'm not alone! :)
I got your book a week ago, and am almost done reading it. Boy did I make a lot of mistakes bowing to the Amazon gods. But anyway, I am weighing in here to say that when I worked at the travel company where I spent most of my 35-year career, our "slogan" internally was "Make a friend, make a sale." We would say the best way to sell was to become friends with the customer. Learn the names of their kids, spouse and pets. Remember their birthday. Another line we used was "We know you by your first name." (In other words "You're not a number.") After my depressing departure from that industry, I had forgotten those wise internal slogans we used to say DAILY. So, thank you for inadvertently reminding me of that. Now I have to wait for my Kindle exclusive thing to expire (in about 10 days) so I can make some changes to my book and get it out there without being wedded to Amazon. Thanks for reminding me of something that used to come naturally. Everybody, repeat after me: "Make a friend, Make a Sale. We know you by your first name!"
I love this! And I think it's so true. Here's to being human again.
I've been following your career for a while and I've always respected your opinion. Reading the words today about how you're approaching 1000 true fans hits home with me. I tried the rapid release formula and I did burnout, so much so to the point that I did hate writing for a while. Being an author is something I've wanted since I was in 5th grade, and I've barely managed to hit that point as far as sales go. However, knowing that we're getting back into a mindset that you don't have to pump out BS 12 times a year is nice to know. It gives me hope that maybe eventually my body of work will find its audience.
As always thanks again sir for relighting the fire under my ass to put the words down. I appreciate it.
What a great comment! Thank you for taking the time to write it. I really hope that a shift of approach and perspective works for you. :)
Let's hope sir. Time will tell. Here's to many stories to come
I've heard the expression "get 1000 fans of you, and you'll be successful" for a decade now. The catch has always been the HOW. Thanks to a recent blitz of indie authors and publishers who've burnt out the how is starting to come clear. You've completed another large section to the puzzle in my mind and realize I am on the right path for being an artisanal author. It's just going to take more time than I'd hoped.
Unless the real path to instant success (sudden discovery and insta-fandom by someone (A-list celebrity/movie producer/influencer type with a massive social media or marketing reach) happens... this is the way to do it without selling your soul. Joanna Penn and Simon Whistler back in the day talked about getting a large street team which in essence are fans of you and will spread knowledge of you far and wide with your fandom.
(It wasn't till yesterday that I realized I used to follow your Self Publishing Podcast while I was writing my first novel. LOL)
Haha -- yeah, I'd like discovery by someone influential as well. So far, no luck. But I do talk a bunch about the HOW in the book (and we'll cover it group-style in Artisan University, so we can get more granular and do Q&A on it, etc.) I'm really hoping this will unlock some ideas for a lot of writers!
Looking forward to reading the book. Y'all's podcast was a big part of what validated the self-publishing path for me, back in the day. And I've always felt that, if the rapid release strategy was the only way to make money at this, then I would have to reconcile myself to not making much money.
I'm fascinated to learn that you've been doing well selling books in places like farmers' markets; I'm hoping those experiences are covered somewhat in Artisan Author. As an introvert I would find that fairly challenging, and have been trying to think of alternate ways to let readers "get to know" me. My Substack is part of that; hopefully it's a way I can write as myself, offering a bit more of a personal connection. But I'm still figuring out the Substack stuff and don't know where it's going.
About a year ago I saw a guy selling his novel on the subway here in New York. He walks into the car, loudly gives a spiel to the whole train about his book, waits to see if anyone will buy it, then goes on to the next car. I think he's kind of a hero. When I first encountered him, just the idea of selling my own books that way nearly gave me a panic attack, so I bought one just to reward him. (It's still sitting on my shelf. It doesn't look like my kind of thing and I have no particular desire to actually read it.) I've seen him here and there since, in Manhattan and Brooklyn, flogging his book whenever there's a crowd. Perhaps a kindred spirit of yours?
Ha -- well, if he wasn't mentally disturbed in some way, I'd consider that to be a highly interesting if unorthodox way to sell books. It'd scare the hell out of me to try it.
Alternative ways to "let people know you" (in addition to a bit of live-selling stuff, though that's definitely not primary) is covered in the book, and we'll cover it in more detail (and with discussion and Q&A) in Artisan University if you opt for those tiers. There are many ways to put yourself out there and connect without having to set up a stall in public ... or hawk on the subway. :)
I'd bet that over the course of four or five hours he sells five books, which is pretty good I think. He projected an air of utter confidence that reading his book would improve your day.
I look forward to buying and reading the book. I would love to be able to join the upper tiers, such as the University, but it's out of my price range right now.
Thanks!
Johnny, you're making me fall in love again with indie publishing. Thank you.