Tag: book marketing

Posted on

Social Media Priorities and the Trouble with TikTok

First, a quick update, because you have to eat your meat before you get your pudding.

November was a very productive month for me. I’m flirting with a repetitive strain injury with all the time at the keyboard, but it’s really paying off. I participated in the ProWritingAid Challenge (the replacement for NaNoWriMo) and finished the first draft of my next thriller. It’s about a retired FBI forensic psychiatrist whose past comes back to haunt him. I’m plowing through the second draft now and loving it. More on that in the new year.

This fall, I started up the Vocab Menace Series, putting out videos every day. I LOVE WORDS! I love learning their origins and playing with ideas and I’ve had a lot of fun with it. I will continue, but not every day.

Evaluating Social Media

For years, I posted regularly on my writing blog (ChazzWrites.com). That was helpful early in my publishing career. I connected with some wonderful authors and made allies. Eventually, I decided it was best to consolidate my posts on my author blog and only post when I had something new and trenchant to say.

I found that posting everywhere (Bluesky, YouTube, Threads, Instagram, LinkedIn, Medium, Substack, TikTok, and the Book of Faces) takes a lot of time. Not all those platforms are worth the energy I invested.

My take on social media is below, but for a view from all angles, read Enshittification by Corey Doctorow.

And this is the link to Mr. Doctorow’s piece on Medium titled Too Big to Care: Enshittification is a Choice.

My impressions of the usefulness of social media platforms (your mileage may vary):

I find the user interface for Bluesky and Threads unfriendly. The people are nice, but the platforms are not where they need to be yet. Discoverability is an opaque enigma wrapped in a burrito of mystery.

YouTube is good. Eventually, YouTube might pay me actual money.

One of the most active content categories on Medium is writing. Put that in your keywords, and people will look. Medium’s interface is cool, but following and connecting with people there is probably more useful than dedicating too much time to post every day. Because they are so alike, I feel similarly about Substack. I’m posting less on Medium now, more on Substack.

I’m not looking for a job or writing business books, so LinkedIn is a waste of time and energy.

I like Instagram. As a news source, I find many of the creators I follow there provide thoughtful commentary.

For the authors out there, BUT WAIT! THERE’S MORE!

As for Facebook, you can have a lot of followers, but your audience is far too throttled. They want you to pay to have your content seen. There are many ways it’s problematic. However, I connect with my inner circle of readers there.

I enjoy Facebook for my fan page and hope they never delete it. That happens sometimes, and when it happens, you probably won’t even know why. As a writer hoping to sell my work, it’s always best for me to have my own platform that can’t be ripped away.

The trouble with TikTok

TikTok has really fallen in terms of usefulness and tone. I used to be addicted to political debates there, but my favorite content creators left the platform. Others are competent, but very repetitive. Mostly, the live debates are angry people talking over each other. (Oh, and don’t forget the racist trolls. Lots of those.)

TikTok is a special case in some ways. BookTok can be great, but is often repetitive, covering the same few books (read: rarely mine). Also, some of the BookTok drama is ridiculous.

I would pursue book promotion there more avidly, but things are about to change for the worse. If you’re a Canadian author, sending review copies to the United States is expensive. To complicate things further for non-American authors, TikTok will soon become a walled garden, for the United States only. The details on that change are muddy, but when that happens, I won’t be able to reach my American readers through that platform. (That’s a shame. Most of my readers are from the United States.)

Conclusions

  1. When my American readers can only see other Americans on TikTok, the platform’s value will plunge even further.
  2. Between the forest of TikTok-friendly language and the suppression of posts meant to appease political actors and the new owners, TT’s once robust foundation will eventually sink into the shifting sands of irrelevancy.
  3. Unless another app rises in TikTok’s stead, the change in ownership will benefit Instagram.
  4. LinkedIn is for business. Not my business, though.
  5. If you post for self-expression alone, enjoy using whatever platform you like.
  6. From a time management perspective, don’t invest too much energy trying to post everywhere. It’s a lot to keep up with, and the juice isn’t worth the squeeze.
  7. For gaining visibility and leverage social media platforms, follow and engage with people you enjoy.
  8. Authentic engagement has more value than solely sending out signals.
  9. Agents and publishers are obsessed with follower count. They shouldn’t be. Follower count means much less than engagement.
  10. Social media is free to use for book promotion, but you get what you pay for. Author Jason Pargin posts excellent content. He has said that even with all his followers, that work does not translate significantly to a greater readership.
  11. There are plenty of book marketing strategies out there. Some gurus push complicated flow charts of funnels. They all enthuse about newsletters. Some content creators make money from sharing “the newest trick.” The solution to selling books may be going direct, going wide, learning how to advertise (and funding it), keyword optimization, consistent branding, or some combination of all of the above, plus something else. Answers abound, but social media alone surely isn’t the cheap, easy solution.
  12. You can’t make a viral video happen. Others choose that for you. I’ve gone viral once, but only because I made a lot of trolls angry. TikTok hid a lot of the nastiest comments because “the collapsed comments could be detrimental to your mental well-being.” Ha! As if my mental well-being was all that great to begin with! I could see the threats, and I had a peek. I just had to click on them to see the tidal waves of crash-outs.

    My question: If the platform’s AI detects mean messages suggesting harm to me, why doesn’t the platform ban those trolls?

    The hullabaloo hardly mattered in the end. The experience did lower my estimation of my fellow humans, but I didn’t respond to the trolls much. Arguing with fascists who are determined to be idiots is the ultimate waste of time. Always preserve your peace (between the punching Nazis thing, I mean).

    On reaching readers:

All social media platforms suppress your signal to some degree.

To break through all the noise requires time, talent, energy, editing, and savvy marketing. Consistency is paramount, but only if you have the time and energy. As much as I love posting Vocab Menace content, it was cutting into my writing time. To get the next book out, protect that time. Prioritize productivity.

My writing time and energy is paramount to me at present. That much is working. My next thriller will be released early in 2026. That’s a concrete achievement I can measure.

~ REMINDER: Buy your books for Christmas now so you can read them before you wrap them for others. Happy holidays!


FYI: All my work is available on Amazon. Endemic is available everywhere.

Posted on

How to Spot a Book Promotion Scam

Every day, another book marketing scammer hits our inbox. Lately, it’s two a day. The basic pitch is almost always the same. It goes like this:

1. We came across our book (Endemic, This Plague of Days, Vengeance Is Hers) and it is…

2. Insert a long, flattering, and flowery description of the book here. There’s enough detail, you’d almost think they read my work. What they’ve actually done is scrape social media and book reviews for their pitch.

3. The pitch is to market my work to their secret group of 2,000 readers or to their book club. Another variation is to act as a book marketing coach with all strategies conveniently provided by ChatGPT. (Sometimes they pretend to be a famous author who loves your books and is eager to pass on the name of their book promoter to help you out.)

Spot a Scammer

The first thing you may notice is that the grammar and syntax miss the mark. The sender’s first language is not English. That alone is not disqualifying, of course, but it’s not a good sign if they intend to market English books for you. When I turned down a chancer, they asked, “Why? Do you think I am scam?” (SIC)

The less sophisticated emails are more generic, and the template they’re using for mass emails is evident. (e.g. “I just ran across your excellent novel <<title of book>> by <<Author>>.)

For some reason, the name of the book promoter is often two feminine first names. Sarah Sally is excited to read and sell your book for you!

Like any author, I need more reviews of my books. Several times, I’ve been approached by someone whose marketing plan would contravene Amazon’s terms of service. So, they get money, and I lose my account and livelihood? Great! For them.

More Tip offs

The salutation says, “Hi Author Robert!”

They have no website and no or very low presence on social media.

Their email is a generic Gmail address. (e.g. bestbookmarketing.au.bookbar.uk@gmail….)

They impersonate a real book marketer from a reputable company, but when you go to the real person, the contact info doesn’t match. When that happens, I let the impersonated person know.

HOT TIP #1: Always research by going to the source directly. Do not click a link within an email.)

In the past couple of days, I’ve received offers for deals on their book promotion for “the festive season.” It’s already December 3. A little late to pull together a helpful book marketing campaign for Christmas, isn’t it?

Some scammers are persistent to the point of aggression, sometimes even harassment. When I ignored one particularly relentless scammer, I suddenly got a one-star rating on my latest book. Can I be sure it was the suitor I rejected? No, but the timing was suspicious, and it hurt because the book has, as yet, so few reviews. After that, instead of ignoring scammers, I opted to reply with a polite but firm, “No, thank you.”

It’s exceedingly rare for authors to get approached for something they didn’t sign up for. Real book promoters simply work with authors who come to them, not the other way around. That stipulated, I have had a few entreaties from real agents, publishers, and book promoters. When that happens, I have to look at them really hard before I can take them seriously. That’s part of the problem.

The Danger

A new one this morning came very close to getting me. The pitch was good, but the sourcing didn’t pass. Anybody (including authors) can plug a prompt into ChatGPT and get the same book marketing advice as the scammers do. These people aren’t adding real value. The trouble authors face is not having the budget to overcome the noise. Getting a signal through to actual readers and reviewers is difficult.

Beyond wastes of time and money and the damage to the environment, these AI scam pitches harbor a deeper danger. They poison our media environment. AI hallucinations and deep fake videos erode trust. With the newest gizmo, Nano Banana, you can’t trust anything you see. I loved images from the James Webb telescope, but stopped sharing them because I couldn’t tell what was real, what was enhanced, and what was fake.

If an honest-to-goodness pitch comes along, it’s become an act of self-defense to treat all information with a skepticism that devolves to easy cynicism. If there’s clear video evidence of a politician doing something heinous, they’ll dismiss it with “It’s just AI!”

Can’t write a book on your own? Flood the zone with prompts to an AI that yields trite, soulless regurgitation.

When you use your media literacy and critical thinking skills, the scammer replies, “Who are you going to believe? Me? Or your lyin’ eyes!”

Writing for a living is hard. Waving away the gnats would be a minor strain were it not for their ubiquity.

HOT TIP #2: When in doubt of a sketchy email, check it out. Writer Beware has a searchable database to check out the names and reputations.

Posted on

Is TikTok going away?

TikTok has asked the Supreme Court to block Biden’s law that would drive the app from the American market. The deal was that if the app’s parent company, ByteDance, doesn’t sell it before Jan. 19, TikTok is gone.  (The actual deletion could be delayed until April.)

At least seven million Americans depend on TikTok for income. Will Trump save it? There’s a rich lobbyist working on him, but who knows? The American government cites national security concerns to justify the abolition. In Canada, no government phone is allowed to run the app, but Canadian citizens can still use it.

If the app is deleted from the app store in the United States, its value will certainly plummet for me. Most of my readers are from the United States. If I can’t use TikTok to reach them, I won’t be looking at it much. BookTok has been a great marketing phenomenon for book publishing (at least for some books). Bookstores across the land have Booktok displays that move books. Several times, I’ve become aware of books I would have missed without TikTok influencers informing me of their existence.

The US government refuses to explain the deeper details of why TikTok is a security threat. What bothers me is that all social media platforms collect information from their users. While the CEO of TikTok was advocating for the app in a hearing with a racist senator, Meta was gleefully lobbying for its demise. That’s shifty. If your nonsense alarm is going off, you’re not wrong.

The threat to the platform has led many creators to lose interest in using TikTok. Others are running with it as long as they can, at least to point their followers to their new social media of choice.

What might replace TikTok?

Threads’ user interface is still hard to chew and swallow. Bluesky is increasing in popularity as X spirals. Many users are turning their energies to YouTube. That’s where most creators will go for the platform’s monetization advantages.

A New Hope

Here’s a list of possible alternatives to TikTok, including their pros and cons.

More people are talking about Lemon8, but I’m not convinced yet. There is another app lurking on the horizon, but it won’t even be released until February 2025. I will reserve judgment until we can learn more. None of these platforms has TikTok’s powerful algorithm. I’m hoping TikTok survives somehow, but there is no reason or justice in the world, so…hmph. At least for now, it seems like we’re stuck, doesn’t it?

Posted on

Preparing for the Launch of ‘Vengeance Is Hers’: Key Steps

Yesterday, I posted about the long and winding road to publication with Vengeance Is Hers. As I arrange the promotion and marketing for this vigilante justice thriller, there’s much more to do.

Here’s a short list:

  • There are bookmarks and promotional materials to order.
  • I’m toying with painted edges for a special edition hardcover I’d sell directly. I’m not that crafty, but it looks doable.
  • I want to make this an audiobook. That has expensive challenges, but I’ll explore the possibilities.
  • Identify and reach out to potential book reviewers and influencers is another challenge.
  • Setting up promotional giveaways will be on the agenda once I have a publication date.
  • Podcast interviews.
  • Set up advertising to coincide with the promotional campaigns, then more ads beyond that to keep the inertia going.
  • Submission for book awards will be on the agenda.
  • In 2025, I intend to attend book and craft fairs and sell directly that way. Gotta plan ahead for that.
  • The social media push has already begun so someone will be aware it’s coming, and happy to buy, read, and review Vengeance Is Hers.

Did I miss anything? Probably.

Posted on

How I Almost Got Scammed

Book marketing is not easy, so I was looking for help with that. Then, I almost got scammed by a clever ruse.

Beware of charmers

Famous children’s author Robert Munsch followed me on Bluesky, only it wasn’t Robert Munsch. The conversation started off nicely, especially since I already had a tangential connection to the author. In the late ’80s, I worked in trad publishing in Toronto. Working for Lester & Orpen Dennys and Cannon Books, I was a book rep. Traveling all over Toronto to sell to bookstores, Robert Munsch’s books were always the easiest to sell. He is beloved, and I sold all his books.

Enter the Grift

I’m used to being approached by book marketers in social media and email. That’s fine. The clever part of this scam was the third-party recommendation. When it’s honest, third-party recommendations are the best! I love it when my readers spread the good word about my novels. Their recommendations and happy reviews carry much more weight than me hanging out on street corners and whispering, “Psst! Wanna buy a book? It’s great, I swear! The story will melt your face and taste like fudge!”

When Not-Bob-Munsch on Bluesky asked about my work, I was fooled and flattered. When he suggested I speak with his agent about book marketing, I was happy to hear more. It was a little weird in that he claimed this third party was his agent. From what I saw, it looked like her sole focus was marketing books. That isn’t unheard of, mind you. There used to be many more literary agents. Changes in the publishing industry have led quite a few agents to switch lanes to book marketing, courses, and consulting. I assume many of them are now real estate agents.

Warning Signs

There was a mistake in the Munsch profile on Bluesky, but it was minor. I didn’t have shields up yet. It was the conversation with the book marketer that made me increasingly leery. She was polite, but her syntax was slightly off. As I read and reread the details of what she offered her clients, it appeared AI-generated. She outlined an ambitious plan at a very low cost. That rang more alarm bells.

I wondered, what’s the upsell here? I asked if her fee was for a PDF with the details needed to better sell my next book. She said our interaction could involve more than that, check-ins and personal coaching to meet deadlines. As a poor writer, I have anxiety about money. Hell, I wear a wallet with a chain so thick it could be a bike chain. (There’s a dire clue to my trust issues around money.)

When book marketer sent a link for payment of $250, I asked a couple more questions, stalling until I could do a deeper dive.

The Clincher

“Are we still connected?” the book marketer asked from the Bluesky chat. She seemed too eager to get me to click that payment link.

“Can’t deal with this at the moment,” I replied. “I’ll get back to you soon.”

A couple of hours later, Not-Bob-Munsch was checking in to see how I was. This didn’t ring true at all. I remember Bob as a very nice guy, but who has this kind of time? Given her public profile, I said I was surprised the person he recommended was his agent.

His answer was tangential. “Oh, she’s the best at blah, blah, blah.” After a short pause, “She’s my only agent!”

My Final Confirmation

That tore it. Google is your friend. The real Robert Munsch is represented by the CookeMcDermid agency. It got so much worse than that. I called up a friend to tell him about the attempt on my precious dollars. He did some googling of his own. “Robert Munsch is battling dementia.”

That was crushing.

A fraud was using Robert Munsch’s name for clout. It’s especially disappointing when fraudsters slide beneath your low expectations. I did the blocking thing. Oddly, I couldn’t figure out how to report the fraudulent account on Bluesky. They’re a new platform with very few employees. I like Bluesky a lot, but the user interface isn’t quite there yet. I did reach out to CookeMcDermid, though. I doubt they can do much about a book marketer from Florida using skeezy tactics, but I thought they should be aware what’s going on.

Anyone can claim to become a book marketer and, with time and experience, be helpful and make it true. No one can get there who starts off marketing themselves so dishonestly.

The Takeaway

Shipping News author Ann Proulx didn’t follow me, either. For a little while, I thought she had. Alas.

There are decent people trying to make an earnest living at marketing books. Frankly, I’d rather have someone do all my marketing for me. Until that happy day, I’ll continue to educate myself and do what I can. Be wary. There are hunters in the dark corners of the interwoods, and they’re hunting wabbits. You’re the wabbit.

That warning applies no matter who you are.

Helpful Resources

Right now, I’ve got two people I’m paying attention to as I prepare to launch Vengeance Is Hers.

Dr. Judith Briles on YouTube is helpful. I find her podcast sometimes has sound issues, but she’s great.

Book marketing guru David Gaughran has a free and in-depth course I recommend. He’s written solid books on the subject, too. You’ll see it all on his website.



Posted on

Tales of Humiliation

Recently, an author posted about how an up-and-coming writer’s book had failed to launch. The author claimed to be a bestselling writer, and boy, was she a scold! She was all up in her feelings about a self-published author’s debut that failed to sell many copies. Her core message was, “If only they’d done what I had done! If only she knew better!”

This demonstrates a fundamental misunderstanding some folks have about publishing books. There are too many variables outside the author’s control and no guarantees of success. You can do everything right, and still fail. In fact, trad or self-published, most books fail to find an audience. To become a bestseller in Canada, you have to sell a few thousand in a week. Less than 0.5% of the 100,000 hardcovers published each year make the New York Times Bestseller List. Novels have a spectacular failure rate (if your only metric is sales and reaching a wider readership. Some authors do not share those aspirations).

The bestseller criticizing the debut writer attributed her success to herself, her publisher, and her skill. There are many more factors than that. When people succeed, very few have the perspicacity to admit they were just plain lucky. Instead, they rationalize their genius moves after the fact.

You can optimize your chances of success, but the headwinds against you are enormous. The Netflix documentary featuring Fran Lebowitz was originally expected to air earlier than it did. Netflix put that off, and that turned into a happy accident for Lebowitz. That delay meant the show aired during the height of the pandemic. Many more people watched than otherwise would have because everyone was stuck at home.

Arrogance and ignorance can really drag an artist down.

During book promotions, many authors freely give away books to boost the store algorithms and garner more reviews. When my dentist asked about my work, I mentioned that I was running a promotion at that moment for my new book.

“You can pick it up for free right now,” I offered. Nice and generous, right?

“You’re giving it away?” His tone suggested I was making a rookie mistake in devaluing my work.

I still run into that attitude among some authors, but it’s a tried and true marketing tactic.

“Objection! Stephen King doesn’t have to do that.”

Ahem. You’re not Stephen King. Neither am I. There can be only one!

To be found, loss leaders are common and not at all shameful. It’s incredibly difficult to get people to review a novel, and harder still to sell a novel with few reviews. Many authors decide to give to get to increase their long-term sales. There are other approaches, but this is far from outlandish. Give a few hundred, and potentially gain a few thousand new readers and maybe a couple of dozen fresh reviews. Simple marketing, right? (It is, I’m not really asking.)

It gets worse.

On a Zoom call with fellow alums from my university, I discovered how I’d stumbled into a rather insulated clique. First, one woman didn’t believe I had attended our alma mater at all. “I don’t recognize you,” she said. It was a challenge. Amazing how casual some folks are about making an enemy for life, huh?

We attended a small university, but I wasn’t one of the cool kids. I recognized her from the cafeteria, but saying so would have made me feel even more inconsequential. She was active in clubs, at the bar, and getting lots of pictures of herself with friends she would keep for life. I was up in my dorm room reading and happy.

(Stay tuned. My humiliation continues below the graphic)

All that content solitude in university was one reason I got to do this:


mybook.to/TheEndemicExperience

It got worse.

On the same Zoom, an old friend said he had picked up Endemic for free. The other people on the call laughed at me. The friend asked if giving away books was worth it. In that moment, it sure wasn’t. I was in the wrong group, talking to the wrong people. Hurt feelings aside, I’ve never put hurt feelings aside.

Whatever you’re choices, there will be people who don’t know your journey, but they are certain you are doing it wrong. Don’t just agree to disagree. Disagree to disagree. Keep going, and do you, Boo.



Posted on

Sincerely, what else can I do for you?

I’ve learned most about writing fiction from reading fiction, especially that of William Goldman. More than likely, you know his screenplays, most famously The Princess Bride. His novels are sublime and are now largely ignored as people favor the film medium. That guy sure knew how to delight with unexpected yet inevitable surprises.

For influences, I also have to name-check Stephen King for his dialogue and character work and Blake Crouch for pacing.

But this post isn’t about brilliant writing. I want to hear from you.

This post is about what else readers want, what you want.

It is startling how much work a publisher and author can put into promoting their books and still fail to move the needle. Our focus is pulled in many directions. The attention economy is fragmented. Marketing gurus insist an author newsletter is paramount, but very few people seem to read them. I’ve got a bunch of old subscriptions to newsletters sitting in my inbox. I will never get to them. Their appeal feels dated now.

What can I give you besides a great story and hours and hours of inexpensive entertainment?

  • A revered teacher once said, “You know what people want? Everything yesterday, through the mail, for free.” That’s a high bar to meet for a micro-business, but there are free promotions. To launch the book, some readers will pick up freebies (hopefully to read, love, and review). I’ll apply for a Bookbub promotion and set up various giveaways to prime the algorithms and get reviews.
  • Audiobooks. That’s on my radar, and I do have a home studio. So far, I’ve only used the blanket fort for podcast interviews. However, I feel Endemic and Vengeance Is Hers need a female narrator, not my voice. It’s an expensive proposition with no guarantee of remuneration, but of course, that’s true of any enterprise. It’s a question of making the budget work while calculating the risks.
  • Merch. I’ve got T-shirts and bookmarks in the works. This is not usually a major factor, but I plan to sell a lot of my books in person in 2025, so extras are a sweet idea.
  • Special editions. Because I’m shipping from Canada and most of my readers are American, I haven’t seriously explored this before. However, with in-person selling, I see the value in making some of my books extra special. For select hardcovers, I plan to add ribbon bookmarks and painted book edges.
  • Social proof. When seeking validation, authors always think of reviews first, and they aren’t wrong. The more reviews a book gets, the more it pushes the online stores’ algorithms. Readers read reviews to make buying decisions. Mass mailings to Booktubers and Booktok folks can be prohibitively expensive. There’s still Bookfunnel for free review copies, but unless the reviewer can hold up your book on social media, it’s less impactful.
  • Awards. Some authors question their value, but it’s one more subtle way to reassure readers they are in good hands. I’ve won fifteen awards for my writing. Does that help? It doesn’t hurt to quote a third party’s enthusiasm when hyping a book. (Not all awards are created equal, but that’s a different post.)
  • Engagement. One of the joys of my life comes daily as I talk with readers who have become fans and friends. I post on social media, but the core group is Fans of Robert Chazz Chute on Facebook. As I worked to recover from two hip replacements last year, I got a lot of love, sympathy, and support there. That went far beyond what I could do for them as fans of my work.

Writing a novel is difficult. Finding readers is much harder.

It’s easy to overspend on marketing that goes nowhere. You can write a great book, but too often, it gets lost in the deluge. There are a hundred variables outside of the writer’s control. Hundreds of marketing companies and PR firms promise the world. Marketing gurus say they possess the special sauce or magic secret. None of them admit that luck and timing play a huge role in what ranks.

My dad was successful in business, and he often said something I hated. “It’s not what you know, it’s who you know.” I hated it most because (a) I’m an introvert pretending to be an extrovert, and (b) I suspect he was right. For instance, it seems the hosts of Slate podcasts will interview authors as long as the guest is a sister, mentor, someone they went to school with, or mentee. Incessant logrolling is strong with the elite, and I’m not in that club.

Note the sincere face as I ask this.

What can I give you?

I didn’t write this post to whine. I’m asking you, as a reader, what do you value? Endemic won multiple awards. This Plague of Days is a best-selling zombie apocalypse novel. Citizen Second Class is trenchant and relevant to our times. My crime fiction (The Hit Man Series and The Night Man) is both knuckly and funny. Besides offering compelling novels with surprising twists, heart, and action, what grabs your attention?

My team and I are working hard to make Vengeance Is Hers a great story. What else can I do to become one of your favorite authors?

Check out all my books using this universal Amazon link:

http://author.to/RobertChazzChute

The Night Man cover
Citizen Second Class