I had an email from a colleague/friend last week asking me to write a blog on a subject that’s been on her mind, lately: Over-Promotion. She says, and I agree, that some professionals are giving more space in their newsletters and on their websites to self-promotion than to useful advice, information and resources. During our conversation, I chimed in expressing my disgust with regard to outside advertising in the newsletters I receive and some of the websites I visit.
Sure, those of us who go to the trouble of maintaining websites, writing blogs and publishing newsletters do so in order to PROMOTE our books and/or services. But when practically the entire newsletter, for instance, is filled with self-promotion—when you have to really search to find an informative article or good resources—it becomes a tad (or a lot) irritating. My friend and I have both stopped reading certain newsletters because they lack the value they once held for us. I’ve begun deleting one newsletter I used to find useful because of the amount of the increase in blatant advertising—both paid ads and promotion for the editor’s company, products and services.
Some blogs contain, in my opinion, way too much self-promotion. Just this morning, I received a nice email from someone asking if she could be a guest blogger for my blog. All she asked for in return was a link to her website. Well, it turns out that her website is nothing BUT self-promotion. There was nothing even remotely personal about it or useful or helpful. It was all advertisement. Of course, I turned her down.
What is a good balance for a newsletter? In my opinion:
• At least 75 percent solid information, resources, opinion pieces, etc. that help, guide, teach, inform and educate readers on your topic and related topics.
• 7 percent pure entertainment.
• 8 percent self-promotion.
• 10 percent advertising, if you need it in order to help fund your newsletter.
Please chime in with your ideas, suggestions, likes and dislikes. What are your favorite writing/publishing-related newsletters and magazines? What blog sites do you return to over and over again? Which ones contain way too much advertising and self-promotion? I’d love to write an in-depth piece on this topic. With your help, I can.
And keep in mind that one really does have to give away a LOT in order to attract the business they need to survive. In fact, sometimes it seems awfully lopsided for the author or editor who is trying to make it. You give, give, give with, seemingly, little in return. Like I told an audience Saturday, authors often feel as though they are hand-selling each and every book they sell.
Here’s my commercial: If you haven’t done so lately, be sure to visit my website http://www.matilijapress.com. See my wide array of books and order those that resonate with you. You will find them extremely helpful. Read the articles I’ve posted FREE for your information. Consider signing up for one of my courses. The courses are my way of giving you explicit instruction and personal, one-on-one feedback at a much discounted rate. My regular consultation and editing fee is $50/hour.
Sign up today and learn how to establish a career as a freelance writer, write a successful book proposal, self-publish your book or promote your book from a 35+ year veteran freelance writer, author of 29 books and publisher.
Pat,
Really liked your advice in this post. I have always recommended the 90/10 rule. Never thought of breaking the 90 down in the way you did. Brilliant!
80/20 is another good balance but it depends on the audience.
Brand spanking new books can have a 70/30 depending on the audience again.
For instance the breakdown percentage for posts on Twitter need to be broken down even further but the 80/20 or 90/10 rules still stand.
On Twitter you need to have 20-40 percent of the 80 or 90 allocated to ‘revealing yourself’ messages.
Thank you, Patty! Much needed and well said. Like you, I have stopped reading one newsletter and am on the verge of discontinuing another one. Personally, I have not come across anyone who sits down at their computer for the purpose of reading blatant self-promotion. Who has the time? And neither are we dumb. We got it! We got it the first time, the second time, the third time, and the fourth time, we closed the newsletter, and there probably won’t be a fifth time. Personally, that sort of “in your face” self-promotion turns me off. If your services are that good, you shouldn’t have to pitch that hard.
Of course my very favorite is SPAWN’s “Marketing Update.”
Although I added the smiley face to be cute, it is true. I follow up on many of the leads listed. Another favorite is Hope’s “Funds for Writers.” Lots of good stuff there. I have also been subscribing to Inktip’s “Preferred Newsletter,” which is also very good.
Good luck with the article! You’re off to a good start.