Jenny Kane: Coffee, cupcakes, chocolate and contemporary fiction / Jennifer Ash: Medieval crime with hints of Ellis Peters and Robin Hood

Tackling the Marketing Resentment Loop

Tackling the Marketing Resentment Loop

One of the major hurdles in modern day publishing- particularly in relation to the rise of self published books- is marketing.

Often it isn’t the marketing itself that’s the problem, but finding the time or inclination to do it in the first place.

Most writers, whether they tackle short stories, novels, scripts or poems, are not natural marketers. Let’s face it, marketing means sticking your head above the parapet and shouting ‘Hey, look at me! Look what I’ve done!’ And while not all authors are shy and retiring, many have confidence issues and live far more comfortably in the world of make believe than in the ‘real’ world of commerce.

Okay, so I’m generalising, but the point is, most writers want to write. They (we!) resent the time required to market their existing books when they’d far rather creating a new one.


In a world where the majority of authors squeeze writing time in between working, looking after families, and doing all the other things that everyone has to do, it is hard not to resent the time spent writing blogs, or on social media, thinking up new ways to advertise our wares.

Once you start marketing it is so easy to get to go to extremes. Paranoia is only a footstep away- as you reach the point where you are afraid to stop marketing!

We all know that books are invisible if you don’t market them- but how much PR is the right amount? If you go an hour without tweeting about your latest epic will all your hard work become suddenly pointless?

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This is how the marketing resentment loop begins-

You write a book-

You discover it doesn’t sell by magic-

You want to write another book but the first needs marketing….but you only have 2 hours a day to wrote- so you market and don’t write-

You start to resent the marketing-

You start to lose the joy of writing-

You throw your hands in the air, and give up-

Six weeks later you are desperate to write-

You write a book-

You discover it doesn’t sell by magic…AND ROUND YOU GO AGAIN.


So how do you break the loop?

  1. Set aside a small fraction of your writing time each day to market. Don’t go over that time period.
  2. Cheat. Use systems like HootSuite on Twitter to automatically put out tweets for you through the day without you having to do very much work at all.
  3. Take you mobile phone to the bathroom! Yes- I know- but you’re just sat there- tweet/post on Facebook while you’re unable to do anything else anyway! Basically use any dead time in your day to your advantage, from being sat on the loo, to waiting for the kettle to boil.
  4. Immediately after you have finished your novel/script bite the bullet and use your precious writing time to create a series of guest blogs. Once you have them done you can simply adapt and rewrite them as required, saving you time in the long run. Blog tours are an excellent marketing tool, and if you don’t know enough bloggers to ask to host you, then a large number of services exist to provide this service, such as
  5. If you find marketing is killing the joy of creation for you, then don’t do it. Remember, writing is supposed to be fun. If you’re only in it for the money, then I strongly advise you to try your hand at something new instead!


If you’d like more advice about all elements of writing work- including marketing ideas- why not check out

Happy marketing,

Jenny x


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  1. All very true Jenny, but…..


    Enough said. gx

  2. Oh this takes me back to pushing albums and singles and artists and – I know, I will have to do it at some point. Girding my loins. Thanks so much Jenny

  3. I think you’ve got some great practical ideas here. I put blogging aside towards the end of last year, but am starting to feel like I’m ready to start finding new ways to engage with people where I feel more ‘me’.

    You’ve definitely hit the nail on the head, too, by saying to just do a set time each day and don’t go over it. You can do quite a lot in a short space of time. In fact, I often use the Pomodoro technique with my writing and find I get a whole bunch of things done in those 5-minute breaks – jobs which I normally don’t enjoy, too.

    Thanks for posting.

  4. Great blog Jenny. Couldn’t agree more. And Gilli got in before me with the Aaargh…

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