Ardain Isma
CSMS Magazine
For many indie authors, the dream is to connect with legions of eager readers. The reality, however, often looks different: a relentless cycle of promoting new releases in Facebook writing groups, sharing purchase links on Twitter feeds followed primarily by other authors, and participating in review swaps. This creates a comforting echo chamber where the applause is familiar but rarely translates into meaningful sales or a genuine fanbase. So why do so many retreat into this space?
The answer lies in the stark contrast between two types of hard work. Engaging with fellow writers is easy. It’s a safe, supportive community that understands the struggle. They’ll readily like, share, and offer encouraging words. The feedback is immediate and the camaraderie, genuine. The alternative—the true work of marketing—is terrifying. Going after real readers means stepping into a vast, indifferent world. It involves meticulous research into target audiences, learning complex algorithms, investing in advertising, and facing the deafening silence of a market that doesn’t know you exist. It’s a cold, numbers-driven game fraught with rejection, making the warm, empathetic circle of writers an irresistible sanctuary.
This inward focus, while comforting, is a trap. It mistakes activity for achievement and confuses peer validation for commercial success.
The moral imperative for any writer caught in this loop is courage. Have the courage to leave the comfort of the inner circle and speak directly to the people you wrote the book for. Your work was not created for other writers; it was crafted for readers. They are the only audience that truly matters. Investing time in understanding their world, their tastes, and how to reach them is not a distraction from your art—it is the final, crucial step in completing it. Step out of the echo chamber. Your readers are waiting, and they will never hear you if you’re only talking to yourself.
Note: Ardain Isma is the Chief-Editor of CSMS Magazine. He is the author of several books, including Midnight at Noon, Bittersweet Memories of Last Spring, Last Spring was Bittersweet and The Cry of a Lone Bird You can order these books by clicking on the links above.
