Marketing your writing with a blog is like a grocer trying to sell meat by giving away fruit.
Maybe Joe likes fruit, but that’s no guarantee he’s going to like your meat. He might even be a vegetarian. Conversely, Pam may like meat, maybe she’s been coming to buy her prime cuts from you for years. Maybe she doesn’t eat much fruit, and she wonders why you’re giving away all this weird foreign fruit instead of discounting her regular meat purchase.
As you may have surmised, I love a good metaphor. I really love taking a good metaphor to its breaking point.
John Scalzi was well known for his blog before he ever became a bestselling science fiction writer. He had been giving away fruit for years. So most of his customers, at least those who weren’t vegetarians (or didn’t like sci-fi), were willing to take him up on his meat special (when his novel Old Man’s War was published). But there are those who like his novels, light military science fiction in the early Heinlein tradition, who are quickly put off by his somewhat liberal leanings and tendency to blog about them. Often, an inflammatory topic will elicit an outraged comment to the effect that “I will never buy any of your books again.”
Orson Scott Card was comfortably in my top three favorite writers in high school and college. The first couple of Ender’s Game books and Seventh Son books remain favorites. Prime cuts. But in the last decade, with the transparency offered by the internet, I’ve learned a lot more about Card’s politics, and frankly, his strange fruit has soured my taste for his literary offerings.
So if you’re a writer, the prevailing wisdom seems to be that you should blog to market your work. If your personality is perfectly in tune with your books, that might make sense. Even then, you are going to do or say something that will piss someone off and lose readers. You also could gain like-minded readers who like both your fruit and meat. My point here is that it’s likely to be a wash. Card seems to be doing fine even though he’s pissed off half the blogosphere. Ditto Scalzi.
I’m going to blog for myself and anyone who happens to stumble along and think what I type is worth their time. Basically the same way I write books and stuff.
Write what you want. What’s the point of it otherwise?
I don’t think this holds true just for writing. Most good marketing is just human beings sharing what they’re interested in and think is cool. Word of mouth is the ultimate. Trying to goose people into buying crap they don’t want is manipulative and douchebaggy. Telling people what’s cool is being a good human being. Which do you want to be?
Then be that kind of marketer.