For those who read my blog last week, you can see that I’ve done a lot of things to help with the marketing campaign for my book THE WITCH OF ZAL. If you look at the list, however, you will see a common thread—the majority of items did not involve interacting with people.

I am a classic introvert and I have an anxiety disorder that manifests mainly in social situations. So I tend to a hermit-like existence. As soon as I signed my book contract, my published friends told me to do two things: network with other writers in my genre and get to know the book bloggers in my genre. I put those two things on my To-Do List, and there they languished.

Why? I could tell you that since 18 months seemed like a long time until publication, I just let it float and lost track of it. I could say that the research involved in both of those things was overwhelming. Both of those things are true. But they are not the reason I kept putting them off.

I kept putting them off because they are hard and scary for me and my subconscious made every rationalization it could to avoid them.

Some of the things we do in marketing are not easy for us. But we have to do them anyway. I didn’t network with authors in my genre until very late in the game, so when it came time to ask for blurbs, I stressed. Luckily, I had other fantastic authors willing to blurb for me, so my procrastination was not as destructive as it might have been.

Now, I am seeking reviewers in my genre and once again it caught me by surprise, even though it should not have. I knew I had to do it, but my brain kept saying, “Tomorrow. Tomorrow.” And because my brain told me what I wanted to hear, I listened. So the Procrastination Pressure is on again! Once again, a fellow author gave me a huge boost in the right direction, and I am now on the road to reviewers.

My first point is this: my avoidance of the things I didn’t want to do could have seriously damaged my marketing efforts. We have to do the parts of marketing we dislike or that frighten us with the same diligence and planning as the parts we enjoy. I knew what I had to do, but allowed my inner demons to get the best of me anyway, causing a great deal of pressure and stress I didn’t need to go through.

My other point is: be grateful for the writer friends you have in your life. My writer friends caught me when I fell on my face. They have listened to me when I freaked out. They have been with me through this whole long process, and I could not have made it this far without them.

Marketing involves some things we are reluctant to do. Your list of uncomfortable marketing items will differ from mine. Do them anyway, when they need to be done. Save yourself the stress of waiting until the last minute.

And lean on your friends to help you through the hard parts. You can return the favor when it’s their turn.

Which part of marketing do you find the hardest? How do you motivate yourself to get it done?

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