From suspense writer Russell Blake:
I hear ‘em all the time in chat groups and forums, and they drive me nuts. Author myths.
. . . .
1) Books Sell Themselves. No, sweetie, they don’t, at all, and never did. That’s why trad pubs spend massively on promotions. Because they know that visibility sells books, not invisible cosmic forces or author brilliance. It’s a highly competitive market with millions of choices, and it’s a retail market, and in retail, visibility is key. Which means constant promotion. Which most authors hate. But it’s reality, so get used to the idea. A companion to this aphorism is the next one…
2) Just write the next one. Sure, if you want to have two undiscovered gems instead of one. Look, writing the next one’s important, but not if it’s used to justify not promoting the last one, which is often the case. You have to both market the last one AND write the next one. Sorry. You do.
. . . .
4) Do everything right and you’ll make it. Huh. If that were so, every book put out by big pubs would do well. The vast majority don’t. But that doesn’t mean you don’t have to do everything right, unless you want to worsen your already slim odds rather than improving them.
Link to the rest at Russell Blake and thanks to Eric for the tip.