Wandering Feels Right. That’s Why It Doesn’t Work.
The marketing trap smart authors fall into without realizing it
Most nonfiction authors wander.
That’s the problem.
They explore new platforms. Try new pitches. Chase exposure.
And wonder why the sales stay small.
I read a line in James Clear’s newsletter that nailed it:
“To learn, wander. To achieve, focus.”
It hit hard.
Because it’s true—and uncomfortable.
Most authors aren’t lazy. They’re just stuck between two modes:
Learning, which rewards exploration
Selling, which demands clarity
The mistake? Never choosing.
You’re Not “Marketing.” You’re Hiding in Motion.
Let’s be honest—wandering feels productive.
You experiment. You post. You network.
It looks like effort. It sounds like momentum.
But exposure without direction is just noise.
And noise doesn’t build trust.
If you don’t know what the exposure is for, the result is always the same:
Scattered visibility
Low-leverage wins
No compounding impact
Marketing becomes an activity.
Not a system.
Most Authors Avoid the Real Work: Choosing
Here’s where it gets uncomfortable.
You don’t need more information.
You need to choose.
Choose who the book is for.
Choose what outcome you’re building.
Choose which problem you’re solving.
That’s when traction starts.
The amateur keeps trying.
The pro commits.
It’s not sexy. It’s not trendy.
But it works.
Learning Feels Safer. Focus Creates Results.
Wandering’s great—for a while.
You figure out what resonates. What stories land. What questions come up again and again.
That’s valuable insight.
But it doesn’t sell books.
Authors get stuck in exploration mode.
They keep researching, tweaking, testing—when they should be building depth.
Eventually, learning becomes procrastination with good branding.
Focus forces you to bet on yourself.
And that feels risky.
Which is exactly why it matters.
Authority Comes From Repetition, Not Reinvention
Let’s kill a myth: your best idea isn’t your first one.
It’s version four. Or version ten.
But most authors quit by version two.
They get bored. They chase something new.
They call it “expanding,” but really—they’re dodging the discipline of depth.
Want bulk sales?
Stick with one idea long enough for people to trust it.
Get known for something specific.
Not everything broad.
Stop Competing. Start Aligning.
Lao Tzu had a line that cuts through modern marketing noise:
“When you stop competing, comparison loses its power.”
That’s the unlock.
Trendy authors start to sound the same.
Focused authors start to sound credible.
When you stand for something clear, the right people recognize it.
You stop needing to be louder.
You just need to be aligned.
So here’s the real question:
Are you still learning—or are you avoiding the commitment focus requires?
Because wandering feels good.
But focus is what creates demand.
👉 Paid subscribers: Keep reading. I’ll break down how nonfiction authors turn focus into real leverage—bulk sales, inbound leads, and lasting authority—with five specific moves that make a book work. Plus, you’ll get the “Wander Less, Focus More Worksheet,” so you stop second-guessing and start building with confidence.
Don’t miss out on more good stuff that’s waiting for you in the Paid Section.
If your book isn’t selling, it’s not the book. It’s the marketing.
Let’s fix that.
If you’re done playing small, click here to brainstorm some simple and practical bookmarketing ideas.
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