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On to the reason why so many writers feel bad about promoting their work and why they shouldn’t…

For many creative writers, publicity is something to be avoided lest someone accuse them of “self-promotion.” (By “creative,” I mean anyone who’s not a journalist—not that journalism isn’t creative.) The tacit belief is that “real” writers shouldn’t need to promote their work. “Good” writing magically publicizes itself or is promoted by others, i.e., gatekeepers—agents, publishers, critics, the media, celebrity authors, Substack writers with hundreds of thousands of subscribers, etc.

I can’t overstate how damaging this has been to writers. It’s brainwashed us into believing 1) all promotion is self-promotion and 2) publicizing our work means slumming and a lack of literary or artistic credibility. More than that, it’s created a culture of dependency and entitlement and a whole lot of professional writers who can’t make a living from their profession.

Writers—especially creative writers—seem to think publicity isn’t or shouldn’t be part of our job. Guess what? It is. It’s not the reader’s responsibility to find us. And not just on Substack. You can get the best agent and a big book deal and you’re still expected to sell your own books. (Sorry to pop that fantasy bubble, but it’s true.)

Yes, there’s the whole art-versus-commerce angst, which I’ve never understood. The idea that commerce taints art is one that I’d love for us all to question. Maybe it has more to do with reaching people. Art that sells speaks to the buying public; art that doesn’t, well, doesn’t.

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