Over the last few weeks Sara and I have been re-evaluating our approach to marketing, or rather the lack of marketing, for We Meet Again. And, that has led to a few insights which seem relevant both to future readers, and to anyone faced with the task of tooting their own horn.

During the entirety of my career, I never had to look for work. Opportunities would just show up, usually when needed and without any effort on my part. All clients came via referals from other clients, and there were always other contractors around to help with projects when needed. In fact, about 10 years ago while exploring the world of venture capital, I realized my resume hadn't been updated since 1996.

So, when exploring subjects like "marketing for authors" or "building your brand" it's a little overwhelming. For years my intuitive sense was that the book would be like my career, and that if we simply shared our story, the audience would appear. However, "experts" are sugesting that I need to hire people to write favorable reviews, sit for a series of professional photos in certain commanding poses, and pay someone to write a flattering bio that is catered to our "target audience".

That may be good advice for some people in some situations, but to me, that all sounds a bit too manufactured. The photo used on the book and for most social media profiles was taken by my father while jetlagged after an international flight, but that is real life, isn't it? And, why pay someone to say nice things about a person they don't know, or a book they didn't really read?

Authenticity and Honesty

On this website I share a lot of personal stories and reflections on my life, despite being a private person by nature. However, if I were to take the advice of the marketing folks, my personal website would include an impressive sounding bio, links to the book, and maybe a few expertly crafted articles narrowly focused on topics related to the book.

Now, there isn't anything wrong with taking that approach. A lot of people do, and it works for them. Gregg Braden comes to mind. I have read most of his books and have followed his work for over 20 years, and only recently heard him mention his wife for the first time. His personal life is not related to his work, so there is no need to discuss it publicly.

However, my personal life is relevant to the book. And, one of the main motivations for sharing our story so openly, is actually to demonstrate that we aren't special. There is no need to build an impressive public persona when the point of our message is to de-mystify the mystical.

You will never see The Great Leader in his pajamas with messy hair and a toothbrush hanging out of his mouth, but every morning he does the same thing we all do. And, the Queen has bad hair days too, but someone is always nearby with a wide selection of hats. We assume that people we put on pedestals are somehow exempt from the the kinds of things we experience, but that is just the result of teams of people who are directly, or indirectly in the business of perception management. 

Anti-Marketing

This word just came to mind so I wrote it down, then looked it up. And sure enough, even "anti-marketing" is being promoted as "the new marketing"...

All of this is to say, the best way to communicate who we are and what we are doing, is to communicate who we are and what we are doing...honestly. Authentically. Without hype. No marketing plans. No consultants.

Hand Crafted, not Manufactured

Life is not a one-size-fits-all affair. Some of us live pretty messy lives much of the time, but it provides what we need in order to do whatever it is we are doing. We shouldn't try to be something we aren't, despite what the marketers (or anti-marketers) say. We just need to be ourselves, and trust that will get us where we need to go in this life, and the next...

IF you are interested in reincarnation, and IF you want to find out how we discovered a few of our past lives, feel free to visit the book website: We Meet Again