I grew up in a time and a place where blatant self-promotion was deeply frowned upon. My father made a number of observations on the subject, such as “Don’t go blowing your own horn; let your work speak for you” or “The big promoters all lived fast lives with big mansions and died broke and forgotten.” As I’ve gotten older, I’ve learned that promotion and self-promotion have always been with us, dating back at least as far as Ramses II, who, at the very least, gilded if not falsified, in stone, no less, his achievements in battle. And to this day most people who know American history [a vanishing group, I fear] still think that Paul Revere was the one who warned the American colonists about the coming British attack on Concord – largely because of the poem written by Henry Wadsworth Longfellow, which promoted Paul Revere, possibly because Longfellow couldn’t find enough words to rhyme with Samuel Prescott, the young doctor who actually did the warning after Revere was detained by the British.
Still… in previous times, i.e., before the internet age, blatant self-promotion was limited by economics, technology, and ethics, and there were more than a few derogatory terms for self-promotion. And who remembers when the code of ethics of the American Bar Association banned advertising by attorneys? Lawyers who tried to promote themselves publicly were termed ambulance chasers and worse… and disbarred from the profession. The same ethics applied to doctors and pharmaceutical companies. Of course, there were never many restrictions on politicians, and now, unsurprisingly, there are less.
Unhappily, in field after field, excellence in accomplishment alone is seldom enough for success any more. For more than modest success, excellence also requires massive promotion and/or self-promotion, even among authors. Some of us try relatively tasteful self-promotion, by attempting enlightening and hopefully entertaining websites, such as this. Others go for a more sensational approach, and for some, no excess is too much. From what I’ve observed lately, massive promotion and mere marginal competence in writing, along with cheap wares, results in sales that far outshine good entertainment or excellent writing that does not enjoy such promotion. One of the associated problems is that promotion or self-promotion takes time, effort, and money — and all detract from time, effort, and resources an an author can devote to the actual writing
Several years ago, Amazon embarked on a campaign to persuade people rating books to use their real names, rather than pseudonyms, because authors [yes, authors] were using aliases or the aliases of friends to blatantly praise their own work, and in some cases, to trash competing works. I have no doubts that the practice continues, if slightly less blatantly.
In today’s society especially, my father’s advice about not blowing your own horn leaves one at a huge disadvantage, because amid the storm of promotion and self-promotion all too few people can either finds one’s unpromoted work or have the time or expertise to evaluate it… and if someone else blows a horn for you, it’s likely to be off-key and playing a different tune.




