My analogy. Hers was more fish slapping dance, but you get the idea. The author of this article told us all to shut up and write. I have said that more than once, to more than one author, but I would never tell an author not to promote. Then, on an author loop I'm on, a relatively new author told us that an authority had told him to stop promoting to other authors on social media and focus on only readings and signings.
I kinda feel like I can address both of these statements with a single well-blown raspberry.
Do I agree that the best way to sell more books is to write more? Absolutely. As a publisher in a recent past life, I can't tell you how many writers put out one novella or novel and then sat and waited to be the next great American star. Nope. Doesn't work. Do I agree that a lot of what we do on social media hits other people just like us? Sure.
But here's the thing. I'm an author. A former publisher. A non-fiction ghostwriter (hire me! I do blog posts). And I read. I buy 10-15 ebooks a week. Some, admittedly, on Bookbub, but I buy a lot of random romance off Twitter, Facebook and ARE's newsletter.
I've also made great connections through my author marketing. I got my first contract with a menage romance thanks to stalking an author I liked on her Twitter and getting in on a contest for a book contract.
Now, I will say that these days I temper my time on social media. I like Twitter more than Facebook, where my author wife prefers Facebook. So we focus our efforts differently. I do try to go to signings and such, but travel is expensive and social media is free. The key in not "pushing" as the blogger in question calls it is to post about other things in your life most of the time and advertise your books less.
Write good books. Absolutely. But never believe you're not engaging readers on your social media even if most of what you see is other writers.
Go forth and promote!