My book, Exceptional Ordinary, has been on sale for a couple months now. And it’s just not selling.
I’ve managed to sell nine paper copies and two PDFs. Which isn’t bad, considering that I’ve barely marketed the book.
I’ve pitched it here four or five times. I mentioned it a couple times on Twitter. I shared images from it, plus a link to buy it, on Instagram a handful of times.
That was my entire marketing push. Holy wow, does this stuff ever take time. And that’s the lesson learned: marketing takes creativity, effort, and persistence.
It probably also hurts that I chose such a niche topic with no obvious market beyond people who already know and like my work, and perhaps other film photographers and Pentaxians.
It certainly also hurt that I gave away the PDF for two days after announcing the book. But I knew that would hurt. About 50 of you took me up on it. And I figured this book wouldn’t sell well as a result of it.
It doesn’t matter to me. I actually achieved my goals with this book: to experience the self-publishing process. Win!
I have ideas for a future books. I’d like to re-survey the Michigan Road in 2018, which will be ten years after I did it last time, and publish a book of interesting photos from the tour. The market there is people interested in Indiana history, and people who live or have lived on or near the road. I’d also like to do a book about the many farms that lie inside the city of Indianapolis. It’s surprising to many just how many farms have an Indianapolis address! That market could include people who live in Indiana, and people who have an affinity to farms, and people who enjoy landscape photography. And maybe there’s a book in photographs of the repurposed stores of the defunct Roselyn Bakeries of Indianapolis. Their buildings and signs were distinctive; the dozens of them that remain are easy to recognize. Some of them went on to good, noble uses; others not so much. It’s a study in urban architectural reuse, and people interested in that might buy such a book.
So my refinement for my next book is to have an addressable market in mind, and a plan for addressing it, before I publish.
Thanks to on-demand printing, it’s never too late to buy my book. It’s reasonably priced at $15.99 for the paper copy or $8.49 for the PDF. I’d love for you to hold a copy of my work in your hands. You can do that by clicking the cover below.
This blog had the best February in its history. Readership is usually down in February, but not this year!
But so what? Who cares?
Some bloggers say that it’s folly to follow your stats, that it just creates a better-faster-more mentality around your blog — everything you do has to gain lots of views or it’s not worth it.
I’m not so sure. What is the point of writing and clicking Publish for your words to go into the infinite bit bucket, never to be read?
If you don’t care about being read, you don’t need a blogging platform, you need a journal. If you’re putting it out there, some part of you wants someone else to see it. Your stats show you that your work is being viewed.
And so: why not write to be read? Draw readers in with strong titles and sparkling opening paragraphs, as I described in this post? Write with good flow to keep readers engaged?
When this blog was young I wrote several stories from my life, stories that I still love. I used to think it was because I had few, if any, regular readers when I first published them that they got so few views. So when this blog had caught on (to the extent it’s done that) I reran them all, hoping they’d get more attention. They didn’t, not to the extent of my normal posts, anyway. I’m thinking about Restored in Bridgeton, and A Place to Start, and Re-Integrating Joy. And Holding Up My Hand. Especially that one. Please go read it.
While I could edit a few of them to make them stronger, I think they all still stand pretty well on their own. Yet every last one of them ignores my tips for drawing readers in.
Especially Holding Up My Hand. That one could be in a magazine about the Christian faith, I think. It might be well read there, well liked. A faith magazine brings an audience primed and ready to read stories like that. But even then, it wouldn’t just present it as I did. It would almost certainly at least subtitle the story: “How a young boy’s first walk to school with his mother became a metaphor for his faith journey.” There. Now you know what it is about and why you should read it.
My blog has become more about photography since those early days. I’m more likely to write a camera review or a how-to post now. But I still like to tell stories from my life. Once in a while, I might write one like those I mentioned above, ones where you have to just take it on faith that it’s going to be good. I hope I’ve built up enough goodwill with you that you’ll read it anyway.
But I’ve also rewritten a couple stories with titles that tell you better what you’re going to get, and with opening paragraphs that draw you in better. And they have done well. I’m thinking of A Good Icing, which I rewrote as What the Ice Storm Could Have Taught Me About Myself. The rewritten story got way more views and comments than the original, more views and comments than the time I reran the original. My retelling is a better story, and it connected with many readers.
On your blog, write what you want how you want. But my experience has been that if you want readers, you need to show them value. They have so much to read that you have to draw them in and keep them interested. Your writing must relate to them. If you ever become deeply established, or a celebrity where people would read anything you write because it’s you, then maybe you’ll be off the hook. Until then, get on with this.
As I’ve been celebrating this blog’s tenth anniversary with posts about blogging, a few of you have asked me how to blog more often.
I haven’t always published six days a week. At first I published sporadically, as little as twice a month. In 2010 I committed to three days a week. In 2014 I bumped up to six days a week.
The benefits have been clear: the more often I publish, the more pageviews I get. That’s because frequent publishing makes your blog look more serious to the search engines. And when you publish regularly and write compelling posts, your readers come to look forward to it. You gain regular readers.
But publishing frequently takes time. At present I give this blog as much as ten hours a week. I’d like to produce the same output in no more than six hours. I recently took a nonfiction writing workshop that gave me some solid techniques that should help me get there. But when I started posting six days a week, it took me far more than ten hours a week to deliver the goods. I’ve figured out how to write more in less time.
Here, then, is how I do it.
Write down ideas as they come. You’ll always find two or three sticky notes on my desk filled with blog post ideas. I write down potential titles, which is usually enough for me to remember what I was thinking. When I sit down to write, I have plenty of ideas ready to go.
Brainstorm ideas. Sometimes I make time to imagine a series of posts I might like to write and just think up (and write down) titles.
Set aside specific regular times to write. I write 30 minutes to an hour (almost) every morning over breakfast. I also set aside at least a couple hours on Saturday morning. Writing regularly is important because it helps keep your pump primed. The more you write, the more you have to say. Make a regular writing schedule that you can stick with.
Freewrite in 15-30 minute time boxes. I’ve only recently started practicing this technique, and it is allowing me to write more posts in less time. I’ve always edited as I go, which slows me down, gets me stuck in the word-choice weeds, and blocks the free flow of thinking about my topic. Perfectionism kills creativity and can lead to writer’s block. I start by writing down my high-level ideas about what I want to say, and then I write about each idea without judging the words I type. I allow myself to move sentences, paragraphs, and sections around for better logical flow, but I do not let myself change or rearrange words. If I’m struggling to write, I make myself keep going for 15 minutes and then stop. If I’m able to freewrite easily, I’ll use all 30 minutes. I generally stop at 30, but if I still have time and I know a whole bunch of things I still want to say, I’ll write until either those words or my time are exhausted.
Let unfinished posts stay unfinished until the next time you write. An unfinished post will frequently keep percolating in the back of your mind until you come back to it. I’m astonished by how often I return to an unfinished post I had been struggling to write to find that I now have plenty of good things to say.
When the words come to you, make time to write them down. Sometimes post ideas and the words that go with them just come to me in a flood. I make every effort to set aside a block of time as soon as I can to write them. I love it when this happens, and when it does I can suddenly find myself with a month of posts queued up.
When the well is dry, choose a photograph you took and like and write a paragraph about it. Sometimes you just can’t think of anything to write about. Write about a photograph to prime your pump. If you’re not a photographer, write about a song or a book or a favorite possession. Tell something about it, or what was happening in your life when you photographed it/first heard it/first read it/first got it, or how it makes you feel now. It hardly matters what you write, just write it and publish it.
Edit separately, lightly. After you’ve written a post, set it aside for a while. I often use a future 15-30 minute time box for editing. And I generally edit lightly. This is a blog, not high literature. But my freewriting lets my personality shine through and I hate to edit that away. I start by making sure I like the way the post is organized; if I don’t, I move things around until I’m happy. Then I tweak the words, sentences, and paragraphs to make them flow better.
This is what works for me. Take what works for you from this and leave the rest. But if you try any of this and it works for you, I’d love it if you’d come back to this post and say so in the comments!
Blogging today is like radio was for me 30 years ago, when I was a disk jockey.
Does anybody listen to the radio anymore? Even for the listeners who hang on, it’s not like it was even 20 years ago. Stations increasingly automate everything. A computer runs the show, playing both songs and commercials. The disk jockey in Denver might actually have been recorded yesterday in Albuquerque. The computer knows when to make the recorded disk jockey speak, too. It’s driven the feeling of connection out of the medium.
I got my start in radio long before all that, at my college’s station. Our biggest audience tuned in weeknights after 6 pm, which was when students settled in for a long night of homework. It was an engineering school, an they worked us hard.
Sometimes I’d break from my own homework and walk through the residence halls. I’d hear our station coming from dozens of rooms. Or I’d visit the broadcast studio, where the phone rang off the hook with students and townies calling to request their favorite music.
Radio was still live and local everywhere then, not just at college stations like ours. We engaged with our listeners, and they responded. It made the evening shows so much fun! Our best jocks lined up to take them. Afternoon shows were next most popular, but shows before noon were hard to fill. The morning show was nearly impossible to staff, as it meant being on the air at 7 am.
I was station manager, the top dog, and I could have any show I wanted. But I chose the morning shift whenever my class schedule allowed. I loved it.
WMHD was in the basement of a residence hall. I lived in a room about a hundred feet away. When my alarm went off at 6:45 a.m., I’d put on my glasses and head right for the station, barefoot and in my nightclothes, stopping only to answer nature’s call. I’d pick out the first four or five songs, fire up the transmitter, and play the sign-on message. The Electric Breakfast was on the air!
Our station’s hallmark was that each disk jockey got to play whatever he wanted. For the morning show, I chose mellow acoustic music to gently ease listeners into the morning. It really stood out against the station’s regular alt-rock and heavy-metal programming.
I figure that most mornings I had at most a handful of listeners. I am sure that sometimes I played music for nobody at all. At 160 watts, WMHD could be heard within only about a two-mile radius, half of which was a cornfield and a horse farm.
I would have been thrilled for hundreds of people to hear my show, but I was plenty happy with the way things were. You see, I loved to match key, tempo, and mood, mixing songs so that each one seemed a natural extension of the one before. I did it all by feel, and was supremely satisfied each time I nailed it.
But more importantly, once in a while the phone would ring. It was usually a fellow from Seelyville, a nearby tiny town. He often listened to me as he got ready for work. He enjoyed the tapestries of music I wove and would call to tell me when he especially enjoyed a transition I made between songs. And once in a while someone would stop me on my way to class to say that he heard me that morning and liked it.
This occasional praise was all I needed to keep at it.
I am so glad I recorded a few Electric Breakfasts. Here is the first 45 minutes of the show from Wednesday, April 6, 1988. You can hear pops and scratches in the records I played – unlike most radio stations, we didn’t compress our audio to eliminate noise and make the music seem louder. You can also hear the sleepiness in my voice; it usually took me most of the first hour to shake it. But I was not so sleepy that I couldn’t manage a few good transitions between songs. Check it out.
My blogging experience has been very much like The Electric Breakfast. Down the Road is a mere blip in the blogosphere, barely a whisper among the Internet’s clamoring voices. This post might find 25 views today, and maybe that many more the rest of this week. Thanks to the Internet’s long tail, it might find another 50 readers in the next year.
But I love the writing process and find it supremely satisfying when my sentences flow seamlessly into powerful paragraphs, which build an engaging story. And I love it when you leave comments, sharing your experiences or challenging my assertions or just saying that you enjoyed what I wrote. This is enough to keep me blogging indefinitely.
I never thanked that guy from Seelyville for listening. But I thank you for reading!
I first published this story in 2010. I revised it significantly for this retelling.
Even though you’re almost certainly never going to become rich or famous through blogging, with effort and patience you can build a rewarding regular readership, and start to form a community with your readers.
I’ve learned a lot about how to do this in my ten years of blogging. Some of it I’ve figured out on my own, and the rest I’ve learned from other successful bloggers.
Titles and opening paragraphs must be crackling good. Your readers follow many other sources of information and entertainment. They probably don’t have time to read everything they follow, so they scan titles looking for stuff that might be interesting. When the title pulls them in, they skim the opening paragraphs to decide whether to read the rest of the post.
As people find themselves regularly drawn into your posts, they often start to think, “This blog posts good stuff, so I’m always going to read it.” That’s the moment a reader becomes regular.
I’m still not as good at titles as I want to be, but I feel like my opening paragraphs are much improved now over just a couple years ago. And it is paying off in terms of views, likes, and comments.
Post regularly, on a schedule if you can. The more often you post, the better your posts rank in searches. And readers come to look forward to your posts. One of my blogging friends posts every Friday morning, for example. When I see his post in my feed, I think, “Oh yeah, Friday morning!” And then I dive in and read. It’s a little weekly dopamine hit.
Keep your posts short, between 300 and 1000 words. The Internet is a short-attention-span theater, after all. People are more likely to stick with a post when it’s bite sized.
I’ve not always kept to this. Last year, I wrote a post that was over 2,500 words! Because most of my posts are 500-800 words, I hoped you’d all beg my pardon. I was surprised by how many of you read it all the way through and commented.
But when all of your posts are long, people become fatigued. “Ah, another post from that guy. It’s probably gonna be a mile long. No time for that today. Pass.”
Tell stories. Humans are naturally drawn to stories. Using them keeps them engaged with your posts. Even when I’m writing something routine like a camera review, I tell little stories about the places I photograph, or of a triggered memory, or about what’s going on in my life as it relates to the photographs I took. It humanizes the post and makes it interesting even to people who don’t care much about the gear itself.
Write as someone who’s still learning, still growing – except when you’re really an expert, when you should write as an expert. A blog becomes tiresome when the author always comes across as the World’s Foremost Expert. We’re all works in progress here. Let your blog reflect it. You’ll resonate with readers more deeply.
Yet you just might be an authority on some things. When your imperfect humanity comes through elsewhere on your blog, you have air cover to boldly assert the authority you do have. (Like I’m doing in this post.) Your readers will accept it because they aren’t fatigued from it.
In your feed, show your posts’ full text rather than a summary. This might seem counterintuitive – don’t you want people to click through from their feed reader to your blog, to juice your stats? But unless you’re a famous blogger, people won’t hang on your every post. They’re skimming and scanning their feed readers looking for interesting stuff. Making them click through gives them a good reason not to read your posts.
Remove that friction! In WordPress.com, go to yourblog.wordpress.com/wp-admin/options-reading.php, click the “Full text” radio button and click Save.
Reply to comments. Leaving even a simple reply lets your reader know that you’re a real person and that you are happy they stopped by. It encourages them to keep coming back.
And for those of you who don’t allow comments at all: what the? I know that on some sites the comments are a cesspool. But on your blog, that’s fully under your control. You’ll get the comment section you cultivate. Cultivate a good one and more readers will become regular.
Include images in your posts. This is a trick more than a technique. But most feed readers show one of your post’s images, which adds interest and encourages people to click through. And when you share your posts on social media, one of the images generally appears as part of the share. It causes the share to take up more real estate, making it harder to miss. And eyes are naturally drawn to good imagery anyway.
This is what I’ve learned so far. One thing I’ve very much enjoyed about blogging is that it has provided endless opportunity to learn. So when I learn more, I’ll share it in future posts!