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The Steve Laube Agency

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The Steve Laube Agency

The Steve Laube Agency

Helping to Change the World Word by Word

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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

When You Share a Name With Another Person

By Steve Laubeon May 19, 2025
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A great question came our way: Although I have been cultivating my online presence as a writer, I have found that someone who shares my name already has a significant online presence. This person does not live a Christian lifestyle: in fact, I would be terribly embarrassed and my professional integrity could be harmed if anyone mistook me for this individual. Perhaps other authors may face the …

Read moreWhen You Share a Name With Another Person
Category: Book Business, The Writing LifeTag: Author Names, The Writing Life

Fun Fridays – May 16, 2025

By Steve Laubeon May 16, 2025
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If you have about 20 minutes, give today’s video a go. In this fascinating bit, the host displays and explains 30 optical illusions. Of course, now my eyes are asking me for a break and a return to reality. But then, is reading fiction reading reality, or is it an illusion? That is a philosophical question better left for smarter people than I am.

Read moreFun Fridays – May 16, 2025
Category: Fun Fridays

How to Write a Novel Faster Using Dictation Software With Misty M. Beller

By Thomas Umstattd, Jr.on May 13, 2025
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The Apostle Paul didn’t write his letter to the Romans—at least not by sitting down alone with paper and ink. He dictated his ideas to an amanuensis, a scribe or secretary who took dictation in shorthand and later rewrote the letter in full. This explains Paul’s conversational yet intricate writing style. And Paul’s dictation of the book of Romans isn’t some fringe …

Read moreHow to Write a Novel Faster Using Dictation Software With Misty M. Beller
Category: Technology, Writing CraftTag: Craft, Technology, The Writing Life, Writing Craft, Writing tools

How to Write a Story That Lives – A TED-Ed Presentation

By Steve Laubeon May 12, 2025
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If you missed this before, spend a little time this week with this great four-minute animated video written by Nalo Hopkinson on writing great fiction. It is also helpful for the nonfiction writer because you, too, tell stories. But yours happen to be nonfiction! Once you are done watching, you can take a short quiz and even go deeper on the TED-Ed site. (Click here for the quiz.) !

Read moreHow to Write a Story That Lives – A TED-Ed Presentation
Category: Craft

Fun Fridays – May 9, 2025

By Steve Laubeon May 9, 2025
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I really hope my book won’t be featured in this museum! Enjoy this fascinating video.

Read moreFun Fridays – May 9, 2025
Category: Fun Fridays

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

Things You Don’t Know You’re Saying

By Bob Hostetleron May 7, 2025
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Publishing is a funny business. Not funny “ha ha” but funny “strange.” And funny “mystical.” And funny “inscrutable.” Is that enough funny for you? Not laughing? That’s funny. But seriously, folks, one of those funny things I experience in my work as a literary agent is that people often say things they don’t mean to say, in person and in their book proposals (which is how I start the conversation …

Read moreThings You Don’t Know You’re Saying
Category: Pitching

“You Are What You Do” – A Very Dangerous Myth

By Steve Laubeon May 5, 2025
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Typically, we define work as something we “do.” Work can then be defined as the activity you do as a profession and for which you are paid. But if you are a writer, the latter half of that formula isn’t always a guaranteed proposition! Thus, for the writer, we are left with a definition of work as being what you do. But that can be a dangerous thing because we tend to let what we …

Read more“You Are What You Do” – A Very Dangerous Myth
Category: Career, Personal, TheologyTag: Career, Success

Fun Fridays – May 2, 2025

By Steve Laubeon May 2, 2025
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People may define “fun” differently. Today’s video is “fun” by my definition because it is interesting, instructive, and done by someone with a delightful accent. Seriously though, I often forget that not everyone knows the vocabulary for the various pieces of a printed book. This video may help!

Read moreFun Fridays – May 2, 2025
Category: Fun Fridays
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