#120: Less Marketing, More Living

Read Time: 3 Minutes

Before we dive in to today's newsletter, I need to share something personal, that is going to be tough to write.

On Monday this week, we lost our beautiful whippet, Freya.

She was 11 years old and has been by my side through every personal and business milestone, every moment of doubt, every success.

Losing her has put everything into sharp focus and extreme perspective.

All those hours I spent optimizing ad campaigns while she lay quietly beside my desk.

All those days I worked "just one more hour" instead of taking her for that extra walk or giving her tummy tickles (though she had plenty of those!).

Freya was loved, walked every day, had the run of the house, the sofas, a memory foam basket, treats, scraps from dinner, a forest on her doorstep, 8 acres of our own land to run around in.

She was our little princess and we loved her dearly, but our house feels empty without her here.

Though she is still here with us in our hearts, and always will be.

Freya never asked for much. Just presence. Just time.

And now she's gone, I'm feeling tremendous guilt about not giving her more of my time. 

If you have a dog (or cat, or any furry companion), please go and give them a hug. Right now.

Spend some time with them. Make them feel loved.

This newsletter can wait.

Freya's loss has reminded me of something crucial that I want to share with you today...

The Problem With "Busy"

Many authors I've spoken to have told me their biggest challenge is "not having enough time to learn and implement advertising."

But here's what I've learned (the hard way):

The problem isn't time.

The problem is focus.

The Pareto Principle For Authors

You know the 80/20 rule (also known as Pareto's Principle).

20% of your effort produces 80% of your results.

Here's how it applies to your author business:

20% of your books generate 80% of your sales → Double down on promoting your best performers

20% of your keywords drive 80% of your conversions → Stop wasting budget on the other 80%

20% of your marketing channels produce 80% of your revenue → Master one platform before moving to the next

The "Good Enough" Marketing Strategy

I used to tinker endlessly.

Perfecting ad images.

Testing 47 different headlines.

Optimizing every detail.

Sound familiar?

Here's what I do now:

Amazon Ads

• Review where the spend is going
• Negate irrelevant targets to reduce wasted spend
• Adjust bids based on performance
• Test new keywords/ASINs
• Done

Facebook Ads

• Review performance data
• Turn off poor performing ads
• Scale winning campaigns
• Create and test new ads
• Done

BookBub Ads

• Review how the ads are converting
• Understand which creative is working (and which isn't)
• Analyze which targeting is working (and which isn't)
• Test new creative and new targets (based on data)
• Done

That's it.

And it takes me 3-4 hours per week.

The rest?

Writing.

Living.

Being present.

What "Good Enough" Looks Like

Your book description doesn't need to be Shakespeare.

It needs to convert browsers into buyers.

Your Facebook Ad doesn't need to win awards.

It needs to generate profitable sales.

Your newsletter doesn't need perfect prose.

It needs to build relationships and sell books.

The Permission Slip You've Been Waiting For

You don't need to:

• Post on social media every day
• Write perfect email subject lines
• Test 15 different ad variations
• Read every marketing book ever written
• Optimize every possible metric

You need to:

• Focus on 2-3 marketing channels maximum (build these up over time)
• Get them "good enough" to be profitable
• Then step away

My Challenge To You

This week, identify the 20% of your marketing that's actually moving the needle.

Then delete everything else.

Seriously.

Unsubscribe from those marketing newsletters that overwhelm you.

Stop checking your Amazon KDP Reports every hour.

Quit optimizing campaigns that are already profitable.

Your books need you to write them.

Your family needs you to be present.

Your dog needs that extra walk (or that tummy tickle).

Freya taught me this lesson too late.

Please don't make my mistake.

Bottom Line

Less marketing, more living. The 20% that matters will carry the 80% you can ignore.

Thank you for reading.

To Your Success
– Matt