Talking Marketing with Beau Johnson

 

Finding out about author and cheese aficionado Beau Johnson is one of those serendipitous things that happen when you’re a writer who blogs. I don’t remember who put us together in the first place, but Beau has become a regular guest on OBAAT, and one I look forward to having. (Or why else would he be a regular?)

 

Aside from being a prolific short story writer, Beau is a tireless promoter of other people’s books. He’ll be here this summer when his new collection launches, but Beau posts almost daily on Facebook and Twitter about other authors’ work far more than about his own stuff. What is it about him that drives this passion to be supportive of others? Is it just because he’s Canadian? Read on to find the deeper motives behind this apparent selflessness.

 

One Bite at a Time: You tweeted recently about how hard it is for you to promote your own work, yet you enjoy doing it for others; my feelings are much the same. I know why I’m that way, and we may get into it later, but since this is your interview, why do you think this is the case for you?

 

Beau Johnson: Dana!  First off, thank you for having me here on your blog.  I always appreciate the space you give me.  As to your question: self-consciousness is the main reason I suppose.  I mean, I've seen that guy, we've all seen that guy, the one who promotes nothing but his or her own work endlessly?  I never wanted to be that guy.  I dread being that guy.  On the flipside, I came to understand no one else was going to push or care about my own work more than me. Since I was already doing my pay it forward thing (book pics for those that helped me during the release of my first book and some fine people who took me under their wing at my first and only con) I decided to expand and incorporate, settling on what I believe to be an 80/20 split.  I try to plug my own stuff no more than four times a week but if something other comes up, I'll adjust.  All told, it allows me to function on social media in a much better frame of mind.

 

OBAAT: I like that you have something of a formula to balance your promotional efforts. I need to come up with something like that myself, at least so I might be able to console myself by saying, “Sure, I flogged my book four days in a row, but I also posted or at least retweeted about three others each of those days.”  Do you ever find the balance hard to maintain? By which I mean, some days you just don’t feel like it?

 

BJ:  Ha! Yes, almost every day if I'm honest! Goes back to that self-consciousness thing---or something I call "too much Beau."  I mean, what I'm doing is fun, I choose to do it, (and seriously, there is no better feeling than making someone's day) but even I get sick of my mug after a while, you know?  However, I know I will never please everyone, so I go with the notion I'm only going to live once so I'm going to focus on the positives for the most part.  You don't like such things, and I'm quite sure there are people out there that do not, well, that's what the mute or block buttons were created for, right?

 

OBAAT: What’s the worst part of self-promotion?

 

BJ: I think you pretty much sum it up in your question. But to elaborate: I aim not to annoy or bore. 

 

OBAAT: I’m no shrinking violet. I enjoy time in the spotlight, whether it’s an interview or sitting on a panel. What kills me is asking people for those opportunities. Is that similar to your situation, or how does it differ?

 

BJ: Well, I think I have to be an extrovert to go about things the way I have.  I'll put myself out there, don't mind making light of myself, but really, I don't get many of the opportunities that you suggest.  I don't go looking for them either, so I have to own that too.  But when I say all this, I must add an addendum—this year and the end of 2020 have and are proving different. I have now been on three different podcasts (I wore a tie each time I swear!) with a fourth on the horizon, and attended and read at a Noir at the Bar, so things are looking up in the opportunity department.

 

OBAAT: Are you doing anything different to get these opportunities, or is it a matter of making the ask?

 

BJ: I'm not doing anything different, no, just a gradual process I think.  The pics, Beau's Book Nook, Not Beau's Book Nook, it seemed to hit a point where people began to really notice, or dug it, and hey, here we are.  I say this knowing full well I'm small potatoes compared to some, however, but hope to one day spread the greatness of what I like further than I'm currently able to.

 

OBAAT: You noticed an uptick in your sales the more you promote others’ books. Why do you think that is? Karma, or something more concrete?

 

BJ: I want to say that people have discovered the greatness which is Bishop Rider, and that word of mouth has travelled, but nah, it's karma, it's the writing community giving back, perhaps a little of both. I have no concrete answer really, Dana, but admit I'm enjoying the ride.

 

OBAAT: Have you ever considered a partnership with Kraft or Saputo to tie their cheeses to your books? Maybe some kind of a product placement deal? (You knew I couldn’t go an entire interview and not ask about cheese.)

 

BJ: Ha! I was hoping there'd be a cheese related question! For sure, let's get Saputo on the phone: we'll call it the Cheesening!

 

(Learn more about Beau and his books on his Down & Out Books page and his own web site.)