My favorable Amazon review of a nonfiction book for authors included specifics on why I thought it was a helpful resource, but another reviewer didn’t agree and told me why.

One sentence in their comment on my review stood out: “i (sic) expect a bit more from an author when google (sic) can turn up the info easily.”

Were they correct about this book?

Does their theory apply to pretty much anything else we might want to learn how to do as authors or as consumers in general?

Were they correct?

Nope and nope.

If you want to know how to replace the latching mechanism on your sliding deck door, you can find what you need in one YouTube video. (I know. I did it.)

But when it comes to author success, it’s not that simple.

When does free make sense? And when should you pay to learn?

systems thinker’s thinking is flawed

Let’s go back to systems thinker’s comments. Here’s the problem with their conclusion about finding information easily with Google:

• You can’t find all of the information in this book for free online. The book offers insights, opinions, and wisdom that you aren’t going to find “online for free” unless the author has uploaded her manuscript and made it available. She hasn’t.
• You’ll have to spend a lot of time looking for it. Even if you could find everything you need online (and I’m not saying you will), you won’t find it all in one place.

And you’ll have to try to piece it together in a way that makes sense.

What is your time worth? Probably more than the $5.99 Kindle price of this book.

• Some of what’s available online offers conflicting information or opinions. Because of that, it’s often hard to know who or what to believe. Information seekers are often left more confused — and with more questions — than when they started.

I like free, too

Hey, I’m all for free. But I can tell you from experience that you can’t get everything you need for free online.

via GIPHY

Yes, it’s a good starting point, as you will see on this site. There’s lots of helpful free information here.

But I can’t cover everything you need to know about getting impressive cover blurbs from influential people in a single blog post on the topic, so I offer an in-depth training program that gives you the specifics steps you need to take make it happen.

Is it affordable? Yes. Is it free? No.

Simple task? Try Google

When I need to learn how to do something like write effective nonfiction book titles, sure, I Google the subject to see what I can find.

If I want to learn how to do something bigger — something that has several steps or that will have a significant impact on my business — I look online to see who’s saying what about it and how they’re saying it.

I look for someone who I think understands my problems and limitations and who seems to know what they’re talking about. I look for how they present information and instruct.

When I’m convinced they can teach me what I need to know in a way that works for me, I buy their course, order their book, or register for their webinar.

Free information will only take you so far

Because I know that free information will only take me so far.

Free information will only take you so far, too.

If you need to learn how to do something that isn’t as simple as setting up an email book funnel, be open to paying for the knowledge that an expert can offer you.

If the product description reassures you that the book or training will answer your questions, and if you’ve done enough research to know that the instructor can deliver, then you should feel confident investing that money in your author business.

Successful authors don’t rely on free

Successful authors know that free information has limitations, so they invest in writing or book marketing courses, books on how to self-publish or other topics, and attend writers’ conferences. Every author I know who is successful by most standards does this.

They hire people to design their book covers, edit their writing, and create their author website.

They know that they have to spend money to make money, just as they know that free information will only take them so far.

If you’ve hit a dead end with your writing, publishing, or marketing, it might be time to abandon the “I can learn what I need to know for free” mindset. That thinking might be precisely what’s keeping you from finding and enjoying the success you deserve.

What’s one thing you’re glad you spent money on for your book?

(Editor’s note: This article was first published in February 2016. It has been updated and expanded.)

Sit back, relax, savor a cup of your favorite coffee, play with the kids, go for a walk, visit your mother — or celebrate now that you’ve completed the manuscript. Then take a deep breath and start thinking about what you need to do next with that Word file.

If you’re self-publishing the book, you’ve got a long to-do list. If you’re working with a traditional publisher, you can shift immediately to creating your book publicity and promotion plan and begin executing some of the elements.

Yes, you have to promote it

For many authors, this is harder than writing the book. They know how to write. They know how to tell their story. They know how to teach, entertain, or inform. But promote the book? “Do I really have to do that?” so many ask. Yes, you do — even when you’ve got a conventional publisher.

If you want people to benefit from all that your book has to offer, you need to make sure that they know your book exists.

I can help.

Training makes a difference

The next four-week, online, “Book Publicity 101: How to Build Book Buzz” e-course starts next week. This course shows you how to start the planning process, details the many tactics and tools available for book promotion, helps you figure out which ones are the most effective for your book, and teaches you how to use and execute them. You might start the course feeling lost and helpless, but you end it empowered and excited.

That’s how Richard Cheu, author of Living Well with Chronic Illness: a practical and spiritual guide, felt after taking the course in June. Here’s his unsolicited testimonial:

“Achieving significant sales of a new book, especially a self-published book, requires a dedicated and sustained effort by a team of experts working with the author. The team should include expertise in publishing, marketing, publicity, distribution, sales and web design. Book Publicity 101: How to Build Book Buzz by Sandra Beckwith is an online course that teaches authors the fundamentals of how to promote a book with maximum effect and at the least cost and effort. The value of the course is many times its reasonable cost. “

I know you want to feel like you understand the promotion process and that you’re in charge of your own plan. Let me show you how to do that in a group environment that includes one-on-one coaching. The course Richard took in June is offered again in October — it starts Monday, October 1, 2012. I’d love to help you feel as confident about what to do next as Richard does! There’s a course for authors who are self-published and one for for those who are traditionally published:

• Self-published authors: https://buildbookbuzz.com/self-published-how-to-build-book-buzz-workshop/
• Authors with traditional publishers: https://buildbookbuzz.com/how-to-build-book-buzz-workshop/

The courses are taught together so you get exposure to as many other authors and their projects as possible, but the self-published course has extra instructional material related to their book’s launch.

Our course forum is a friendly, safe environment where you get one-on-one coaching that helps others learn, too. We’ve got a great group of authors lined-up for this session but there’s room for a few more. Won’t you join us?