In one word?
It’s that simple.
Whenever you vet a marketing tool or strategy, ask yourself ‘What’s in it for the others?’ not just ‘How can I turn this into sales?’
What will this offer my readers?
(It doesn’t have to be an actual thing like an object; a unique experience, inspiration, fresh perspective or an A-HA moment can be just as gratifying.)
What kind of aftertaste will it leave them with? What kind of feeling will they associate with me & my books because of this?
How will this tool enrich their lives, or make their day, or even just make them smile?
How can I turn this into a WIN-WIN?
If a specific tool, or campaign, or long-term strategy does that, and is generous to your readers, you’re doing ethical marketing.
That’s what I’m aiming at. That’s what I’m so feverishly researching right now, and biting my nails over, and sacrificing rare & precious sleeping hours for.
I think it’s worth the pain. You’re worth the pain. And so, in turn, are your readers.