This book has a simple 4 step plan:
1. create 2. position 3. marketing 4. platform
Most creative people have trouble with #3, because they skipped the first two critical steps. If you know WHAT this book does and WHO it is for (benefits+audience+why that audience should CARE) then you’ll get WOM (word of mouth, which is the best marketing).
Unfortunately we’ve inherited an ideology of creative production which teaches us NOT to consider the market, but I think quality should depend on value (and value=how many OTHER people you can satisfy). But Ryan writes, if you want to make something that lasts, it has to resonate with people, and it’s easier to do that on purpose if you know your audience.
In other words GREAT work and POPULAR work are not mutually exclusive – great work is work that people love and share. So it’s easier to make Real Art if you target your audience. Then, spend time crafting a high quality product and positioning it to appeal to that audience (steps one and two) – that’s the best marketing.
After that, most book marketing stuff doesn’t work, especially oldschool stuff like media releases, TV and radio, billboards, etc – between giving your books away free or cheap to the right readers, and paying for advertising, Ryan argues for the former, and also stresses that nobody else can do your marketing for you, because only you can get them to care.