Staying Current is More Important Than Ever

I have a story to tell you. Stick with me here, it’s going to sound like I’m way off-topic, but I promise it will make sense in the end.

15 years ago I did a great deal of research on the best dog food to feed my dogs. They loved it.

Since then, my husband and I have adopted a number of rescue dogs. I was able to go right to my trusty old brand and started feeding them the food that I knew was the best choice.

Fast-forward to 2020. While both my dogs were doing fine, I started researching dog food again because I wondered if some of their stomach issues and lack of appetite could be improved upon.

I was flabbergasted to see that the brand I’ve known and trusted for years had changed formulas a few years before. It used to get five stars across-the-board, and it now barely registered at one and a half stars. It was noted in several places that this particular brand of dog food was responsible for upset stomachs and other problems.

Why did I not know about this? I am a “crazy dog lady.” I research everything! I focus on my dogs and their health obsessively. But I fell prey to a common mistake when I assumed that the information and research that I had done years before was still valid.

I was SURE I knew what I should be feeding my dogs. I was depending upon strong research, but it was OLD research. I had done the proper footwork but then I stopped paying attention.

I switched brands and my dogs are thriving and are enjoying their food in a way I’ve never seen before.

THE POINT:

The same sort of thing happens to authors all the time when they do their research about book sales and marketing. Here’s a list of things that authors might believe if they read articles written in the last year.

• You should ask everyone you know on social media and on your mailing list to write reviews of your book on Amazon.
• Doing events or selling books in bookstores is a total waste of time because people don’t buy books from bookstores anymore.
• Becoming a number one or a top bestseller on Amazon in your category is really important for social media use and for your marketing efforts online.
• You should be advertising your book online on Amazon and elsewhere as much as possible.
• Writing and launching a series is the best way to attract a traditional publisher.

But let’s take a look at some of the things that have changed or altered just in the last year.

• You’re no longer allowed to use screenshots or Amazon branding in your social media or on your website without express permission. (That includes a screenshot showing that you were number one Amazon bestseller)
• Advertising and spending marketing dollars on Amazon keyword promotion no longer works for a large number of genre fiction categories.
• You are no longer allowed to ask anyone you know to review your books without violating Amazon’s guidelines.
• More and more publishers are favoring authors with stand-alone books and other, unique character-driven novels in the queue over authors with series.

And what about what has been happening in our industry and marketplace since COVID?

• Chain stores across the US were starting to loosen their restrictions on local author events, but now are not doing any events to draw crowds.
• Independent bookstores. which were popping up everywhere and a great place to launch your career, are now holding fundraisers just to stay in business.
• Many independent stores are still working with closed doors and only offering web based and pick up service.

I know it is time consuming and difficult, but it’s not enough to Google and look for ideas. You have to stay up-to-date on what’s happening today and then stay up to date by keeping current each and every week. 

Please consider getting a subscription to Publishers Marketplace, Publishers Weekly, and follow your favorite industry leaders to keep up to date. Your career with thank you.