Don’t just blame the marketing

Mike Hyatt is fond of saying that good marketing makes bad books fail fast. The logic is pretty straightforward: If the marketing works and people swarm to a book only to discover it's lousy, what happens? Blog posts, email chatter, coffee-shop eyerolls -- scads of people saying that the book stinks. The better the marketing, the faster they find out, and the quicker the book goes down like the Hindenburg.But most authors whose books bomb don't see it that way. If a book bombs, a common author … [Read more...]