I said I’d share a few marketing secrets with you as we created and released and sold and marketed – continue to market – our scary anthology. This is the next installment.

A lot of people think launching a book is like launching a rocket.

If you think you light the fuse and it takes off and soars into the sky…

or that you do everything up until the actual launch and then you just sit back and watch…

that’s not really how it works.

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My daughter loves playing with balloons. Not helium balloons, although she loves those, but that’s not part of this example.

This example is just a regular latex air-filled balloon.

She smacks it and it flies up in the air. Then it gently flows back down. Then she has to smack it again if she wants it to go back up.

That is a lot more like what a book launch is.

Or rather, what marketing a book is like.

You saw a lot of effort and excitement get our book all the way to number one in its category. But it’s not going to stay there.

At some point it may turn into a helium balloon, but that’s rare. Or a rocket. Those don’t happen very often. And they are as much hard work as they are luck.

Most of the time it is a constant effort required to keep the balloon in the air.

Just like our book, we are going to have to continue to network in Facebook, boost posts and do a blog post and buy paid advertising and do promotions, all kinds of things to keep the interest going over the first 30 days, and maybe for a while after that.

That doesn’t mean everybody has to be doing everything all the time, but it means everybody has to be doing something as often as they can.

Some of us have more resources than others. I get that.

For those of you who don’t know what to do or feel like there’s nothing you can do, that’s why I make these posts.

I’m happy to share ideas that don’t cost any money or that only might take a little time here and there.

Some people don’t have time and they want to write a check to a paid advertising company, that’s good too. Others might want to do some kind of a Facebook party on Halloween, with all of us stopping in in chatting at in Facebook event over the course of the day.

There are a lot of things we can do.

Some will work and some won’t and some you won’t be able to tell,

but what you don’t do is give up.

You have to keep plugging away even sometimes when it doesn’t look like much is happening.

Because a lot of the times it takes two or three impressions before somebody buys.

And you never know if the two or three things you did are about to work…

…but you don’t do the next one – and so they don’t buy.