There is no Viral
“Going viral” is a myth.
I inform my first-time author clients that they are not going to be Brene Brown or Malcolm Gladwell or Frank McCourt with a first book right out of the gate.
What looks like viral is in fact decades of single-task-focus, one step at a time, slogging through the swamp.
One stone at a time, crossing a river, being careful not to fall in.
It helps to be famous, infamous or notorious, in order to catch fire. This is why Ethan Hawke, Tom Hanks and James Franco have short story collections in Barnes & Noble, and I don’t
I earn my readers one at a time. I recently hosted a book launch “brunch” for the release of my new book of poems, Dissolve. It’s a terrific book, probably my best. It’s my 9th collection of poetry, but it represents new ground: it includes 10 guided meditations.
I promoted the heck out of my book launch brunch. Nine people showed up on a Saturday morning. I heard from three no-shows, friends who wanted to attend but could not due to illness and funerals.
Kathleen is a new reader. She’s a mortgage broker. I met last year at a small reading I gave here at a local barbecue supply store, with 15 people in attendance. Kathleen bought Dissolve, but also bought a copy for her mom. My global readership expanded by one.
Bruce walked in to the cafe. Bruce is 80. He’s the father of a college friend. He and his wife recently moved into a local assisted living facility. Bruce bought a book.
Tom showed up at the brunch. Tom is a music guy. I come out on open mic. night once a month to listen to Tom play originals. Tom bought two of my books. Three hours later, his wife friended me on Facebook, and we chatted about books.
That’s four new readers from one event. This is my definition of viral.
What do you think?
(image credit: Harvard Business Review)
