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Home » Archives for Dan Balow

Dan Balow

Publishing Without a Platform

By Dan Balowon May 22, 2025
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I spent much of my early career in publishing, working with authors and publishers to market their books. It didn’t take long to experience the number one complaint of all authors working with all publishers: The marketing department didn’t do enough. And even when we did a good job, once the book launched and the initial marketing plan completed, the author and book were abandoned to sail across the choppy seas on their own, to keep the nautical metaphor going.

Authors always needed a marketing platform to gain interest from publishers; it is just a different type of platform today. Authors who pastored large churches, had a significant media ministry (TV and/or radio), a national speaking ministry, a newspaper column, a large nonprofit with a mailing list, and other pre-Internet elements were deemed sufficient platforms.

Other than fiction, which is more about the writing, I can’t recall a time when someone just wrote a book and rose to prominence and bestseller status without some version of a platform being in place to give them credibility. Publisher marketing activities and expense overcame some lack of a platform now and then, but it was difficult and expensive.

So, imagine my surprise, when I observe so many people pursuing self-publishing, spending next to nothing on marketing and platforms, and being disappointed with the outcome.

The way to overcome the lack of a platform is to spend money. Between Amazon ads, social-media advertising, electronic media kits for pitching interviews, and hiring a professional marketing person to assist, a good launch of a self-published book should have a budget of $5,000-$10,000 for the first year. If sales warrant, spending that amount each year to support it with personal appearances and a host of other activities would be recommended in the long term.

Traditional publishers don’t usually spend that amount since they employ publicists and marketing staff. Figuring in the cost of an employee, a self-published author would need to spend the above amount to replicate what they do.

Launching a book with no platform and no marketing support is unwise. The time you spent writing a book is effectively wasted as sales will likely be disappointing (less than ten copies).

Yes, marketing is an imprecise profession with a good amount of trial and error involved. You can spend money in short bursts on Amazon, testing various approaches to see which one works best. But most other marketing is based on “best practices” that can be somewhat subjective, pursuing efforts that make sense fundamentally but still might not have the desired results. How many books were sold because of a podcast appearance? No idea.

Many authors hire publicists and marketing assistants to keep sales momentum going. Of course, this makes more sense if an author has multiple books selling moderately well to allocate a percentage of royalties earned to ongoing promotion.

There’s no guarantee the marketing will work; but for sure, without it, self-publishing is likely a rather significant waste of time.

Publishing is financially risky, no matter what path is taken. If you self-publish, you are taking on that risk altogether; and you can benefit more financially.

Don’t skip any of the processes to publish successfully, like marketing.

Knowing that makes the time-intensive platform development process seem more of a priority, but that’s your business.

 

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Category: Platform

Writing for Others

By Dan Balowon May 8, 2025
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Failure to be published traditionally or unsuccessful self-publishing often results from writing what you want, rather than what readers want, to read. This is common in book publishing, where the market’s randomness and subjectivity create a disconnect between authors, publishers, and readers. Every step along the publishing process attempts to predict the desires of the next step. More …

Read moreWriting for Others
Category: The Publishing Life, The Writing Life

A Month at the Center of History

By Dan Balowon April 24, 2025
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April 1945 might have been the pivotal month in all world history, considering all of the historical events and people who eventually ended up in books, articles, photos, and movies—likely thousands, both from a Judeo-Christian and a secular perspective. Looking day by day, this was April 1945, eighty years ago. April 1 – Easter Sunday. The Battle of Okinawa, Japan began. It was the largest and …

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Category: Historical

Every Christian Book Is About Easter

By Dan Balowon April 10, 2025
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As we near Holy Week, I know the assertion that every Christian book is about Easter won’t change anything in publishing. The seasonal best-seller lists, bookseller promotions, online keyword searches, and publishers require marketing hooks to advertise. But let’s face it: All Christian books are really about Easter Sunday morning. Christian books all have a key pivot point of their message in the …

Read moreEvery Christian Book Is About Easter
Category: The Publishing Life, Theology

Foreign Intelligence

By Dan Balowon March 27, 2025
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In 2017, I wrote about The Challenge for American Christian Authors. I asserted that great care needs to be taken when American authors want their message to be understood by anyone outside of the US Christian subculture. Today, I am reversing that position and looking at what writers from other countries might have to say to the North American believer. Two things brought this to mind: First, I …

Read moreForeign Intelligence
Category: Book Business, Career, Theology

What Are You Saying?

By Dan Balowon March 13, 2025
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Before telling someone, “You should write a book,” be sure you know what you are encouraging them to do. If you are the one told to write, I am sure you quickly discovered that it wasn’t as easy as you were led to believe. And you either just put the suggestion on the back burner or took a lot of time to learn about how things work and then proceeded with your eyes wide open. If you are the one …

Read moreWhat Are You Saying?
Category: Fun Fridays

Commercial Writing (The Word Count Question)

By Dan Balowon February 27, 2025
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One of the common questions I get as an agent relates to how long a book should be. Many aspiring authors think about a target number of pages and chapters when they need to focus on word count. Using pages as a metric for book length likely comes from those who self-publish and are accustomed to being charged per page for their book. Depending on the type of project, there is an optimum word …

Read moreCommercial Writing (The Word Count Question)
Category: Book Proposals, Pitching, The Writing LifeTag: word count

Upon Further Review

By Dan Balowon February 13, 2025
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Every author or publisher assumes that the response will be positive when they send an about-to-be-published book out to professional book reviewers in the media. This is partially correct since many media outlets won’t comment on or publish a negative review. To illustrate, years ago I recall hearing from a book reviewer at a major Christian periodical that they would not publish a review because …

Read moreUpon Further Review
Category: Reviews, The Writing Life

Book Birthdays: 2025 Edition

By Dan Balowon January 23, 2025
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Significant books are published every year. Here’s a personally curated list that I hope sparks some good memories and honors the work of the past: Radical, by David Platt (2010) – 15 years Bonhoeffer, by Eric Metaxas (2010) – 15 years Unbroken, by Laura Hillenbrand (2010) – 15 years End of the Spear, by Steve Saint (2005) – 20 years Dinner with a Perfect Stranger, by David Gregory (2005) – 20 …

Read moreBook Birthdays: 2025 Edition
Category: Book Business, Publishing History

What I Am Looking For (Dan Balow)

By Dan Balowon January 9, 2025
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(Updated 1/9/2025) The longer I am around Christian publishing, the more I see history repeat itself. Steve Laube and I will often comment to each other about how many of the bestselling authors in the Christian book world are the same today as they were a generation ago. So, this work has a substantial element of “the more things change, the more they stay the same.” What am I looking for in book …

Read moreWhat I Am Looking For (Dan Balow)
Category: Agency, Book ProposalsTag: Agency, book proposals
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