“Yeah, what are you going to do about book marketing?”

That question or a variation of it was the reaction from well- meaning friends and relatives when I told them I have a book of fiction in the offing.

Simmering never far below the surface is their well-founded, but unstated misgiving that without a strong marketing program, an author’s book won’t be a success.

But what is success? How does one measure success? How does one achieve it in the publishing world?

Everyone has heard of J.K. Rowling and Stephen King. These are among the most financially successful authors in the world. Rowling’s net worth is estimated at around $1 billion. Few people knew that Rowling’s manuscript was rejected numerous times before a small publishing house agreed to publish it.

As for Stephen King, like J.K. Rowling, the man needs no introduction. 50 years after it was published, King’s debut novel, Carrie, still resonates with a large segment of readers. The book has been adapted multiple times into films, series and a Broadway musical.

However, few people know that Carrie was turned down so many times by publishers. At one point, in frustration, King threw his manuscript into the garbage bin. However, his wife retrieved it and urged him to finish it. The rest is history.

What’s the take behind these stories? Depending on your perspective, it could be this: It’s not so simple to predict a book’s success or failure. Even seasoned publishing executives can be wildly wrong.

However, it’s undeniable that all successful authors are good writers, if not talented. They are blessed with a fountain of creativity. I have no doubt, behind-the-scenes, they work hard at their craft.

If their books were poorly written, will the best marketing in the world turn them into a success? I really doubt that.

Which brings me to the subject of the craft of writing.

Yes, the craft of writing. No one ever asked me: Hey, how good is your book? Is it well-written? Does it make want to turn the page? Are there compelling themes that make me think?

The initial reviews of Into the Unknown so far are mixed: some are enthusiastic; some are lukewarm. Statistically speaking, I don’t have a large enough sample to make a valid prediction as to how well it will do in the market yet.

BOOK MARKETING – A JOURNEY, NOT A DESTINATION

No doubt book marketing is a vast subject, one that confounds many writers out there. It’s also a fact: No one author ever knows all there is to know about this subject.

For those who are traditionally published, they are probably very glad to have someone from a publishing house guide them, get them reviews, or set up a website for them.

But little do they know that in the real world, book publishers devote a majority of their marketing budgets to what they believe will be bestsellers. So, if their books are not deemed to have that potential, they will still have to do a lot of the heavy lifting themselves.

I have seen some authors who are traditionally published. Their websites are most basic – nothing outstanding.

For those who choose the independent path, there’s an enormous amount to do – and to learn. I am also looking forward to the day when we can publish works by other authors. But before we can do that, there’s a learning curve to climb.

If you really want to dig deep into the subject of book marketing, there are blogs out there from some of very influential bookselling/marketing sites that offer reams and reams of information. There are literally hundreds of things an author can do to promote his/her book.

It’s one thing to read about something, but quite another to actually do it. It’s through the act of attempting new things and experiencing both joys and tribulations that true learning occurs.

For a long time, I have focused on the craft of writing. Along the way, I have given the subject of book marketing some thought. It’s clear to me that book marketing is not something you do once either before or after the book is released and then declare it’s over.

Book marketing could be thought of as a long game, a continuous learning journey, or a climb up the mountain.

If I have already climbed a mountain before by virtue of the fact of completing the first book in the trilogy, then I know that I could attempt another mountain that offers a different challenge.

There will be twists, turns, and obstacles, but along the way, there are also new vistas, possibilities, and joy that come from discovering something new along the way.