What I’ve Learned: Advertising Is Not Marketing!

Since last February, when I published my first novel, Memorial Day, I feel as though I have been drinking from a steady stream of not just one, but five or six firehoses! For me, those firehoses have included managing my social media accounts, writing blog posts, keeping up with new author trends, finishing my second novel, and… most importantly for today’s blog post… managing both advertising and marketing for my #indieauthor career.

And you know what I learned? Book advertising and book marketing are NOT the same thing. I’m sure everyone who already knew this is shaking their head, and that everyone who had to learn this on their own is nodding in agreement.

So, this post is for everyone who has NOT YET made the mistake I did in thinking that book advertising is the same as book marketing. Hopefully you can make better use than I did of the first 10 months after (and maybe even before) you publish your first book!

Let me start by saying… and perhaps confessing… that I used to think book advertising and book marketing were interchangeable. But holy wow! I was in for a rude awakening after I published Memorial Day. I learned the hard way that book advertising and book marketing are entirely different beasts, and my initial assumption couldn’t have been further from the truth.

I used to see book advertising as the primary means to get the word out about my book and to get my book in front of readers. It seemed like the obvious choice—to put it out there boldly, hoping it would grab attention like a flashy billboard or an eye-catching Instagram ad.

But then, I came to understand that advertising is just the tip of the iceberg. It's that initial hook to catch someone's attention, but it's not the whole picture.

Book marketing, however, is how your longer-term brand gets established. It's the behind-the-scenes work where you develop strategies to build relationships and foster a community. It involves engaging with the author community, writing your own blogs and sharing others, developing engaging social media content—efforts that go beyond simply selling a book.

Marketing is about creating connections and inviting readers into a world that extends far beyond the story written on the pages.

As I embarked on my journey as an #indieauthor, I thought that if I pumped enough money into advertising, success would naturally follow. But I couldn't have been more mistaken. It became apparent that while advertising could create an immediate buzz and perhaps some quick sales, effective marketing was the cornerstone for long-term success. It's about building trust, credibility, and a dedicated readership that stands by your side even when the advertising buzz fades.

If I were to offer a simple analogy from my days running track & field, I might say that advertising is like a sprint and marketing is more of a decathlon. Sprints are quick, attention-grabbing, and focus spectators attention on immediate results. Decathlons have some sprints, but they also have jumps, throws, and longer running events that decathletes usually are NOT good at and do not like.

But… I still practiced them maniacally because you get scored on all ten, and you need to be respectable at all.

My “ah-hah moment” came when I realized the impact of a well-crafted marketing strategy. Engaging with readers through blogs and social posts, offering glimpses into my writing process, and genuinely connecting with them beyond selling my book—it all made a world of difference.

It wasn’t just about pushing a product; it was about creating an experience that resonated with readers, making them feel like they were part of something meaningful.

Sure, advertising can give you a temporary high, a spike in sales that feels great. It can also produce a depressing lull if you have invested a lot of your resources in advertising without understanding your market. (Yup, that’s a nugget from experience)

Marketing is the heartbeat that keeps your author journey alive and thriving. It's about nurturing relationships, building a brand, and creating a following of passionate readers who not only read your book but become your champions.

In my eagerness to promote my book, I learned the crucial importance of balancing both advertising and marketing. It's like finding the right blend in a recipe—too much advertising might overwhelm, while too little marketing might not give the book the attention and depth it deserves. The real magic lies in harmonizing both to create a comprehensive strategy that elevates the book and its connection with readers.

My journey as an #indieauthor has been both enlivening and humbling, and learning the difference between advertising and marketing has been pivotal for me. Now, I'm embracing both aspects with a newfound understanding, weaving them together to craft a more comprehensive strategy that resonates deeply with readers.

I hope that sharing these insights helps fellow #indieauthors navigate the nuanced world of book promotion with a more informed perspective. And stay tuned for my next in a series of blog posts about “What I’ve Learned Since I Became an Indie Author.”

I would love to hear about what you have learned since you became an #indieauthor. Re-post or re-share this blog entry, and hit subscribe at the bottom of the page on brendanwalshbooks.com.