“Don’t Overpay to Play”
– Vivica A. Fox
I met Vivica in 2018 when she released her book Everyday I’m Hustling, which I read and reviewed. In it, she talks about not overpaying to play. When applied to Self-Publishing, this kind of advice can save us tons of money and wasted time.
The scammers are getting clever by the day, and they gear their tactics toward Self-Published authors. One thing we can do to arm ourselves is to understand the difference between investing in ourselves and our books and paying to play.
An investment in your book is anything that will help with the publication, promotion, and marketing of your work in a way that brings value. These are usually services offered by well-known, reputable people and organizations that produce quality. It is when you vet and hire a competent editor, when you pay for a dope cover design, when you buy ads, when you pay for web design, coaching, and so forth. These are investments that can take you to new levels. It’s an investment because you get a return.
Paying to Play
Paying to play is paying an obscene amount of money for hype that offers no real value. They usually package these as opportunities to take your business to the next level. It could mean paying 10K to a vanity press to publish your book only to come out with a crappy cover and poorly edited book slapped up on Amazon or paying 2K to attend a pointless conference.
Vivica explains it this way:
“When you get a little bit of success, you start getting invited to these big dinners and awards nights that on paper look like a great place to network. These invites can cost three hundred dollars and up! After you go to a few, you realize that you really just get the cocktail hour to network, and then it’s hard to see anyone once you’re seated for the presentation.”
Anytime you are paying tons of money to “get in the room,” you are overpaying to play. It doesn’t have to be literally in the room, as in Vivica’s example, but it could be anything that promises luxury but is not worth it in the end. Here are some examples from Anne R. Allen’s Bogus Agents, Phony Communities, Fake Conferences, and Pay-to-Play Anthologies: New Scam Warnings for Writers:
- Republishing your book to send to “investors” or “get you a traditional publishing contract.”
- Filming a pricey book trailer
- Book-to-Film “licensing” (See my post on this heartbreaking scam And here’s Alli’s warning, including business names the book-to-film scammers use.) I hear from people every day who have been snagged by this scam.
- High-ticket, useless marketing services.
- Buying you an interview on a podcast or radio show nobody listens to.
And I will add to that:
- Paying to be featured in an article no one knows exists or reads
- Paying thousands to a vanity press only to receive poor editing and crappy cover art
- Paying to speak at an event in exchange for “exposure” (seasoned speakers should get paid to speak)
Let’s say someone offers to promote your book to their 20K followers. What you want to look at is their engagement, not followers. No one will see your book if they have tons of followers, but no engagement. Engagement is likes, comments, saves, and shares. If they charge you money to promote on their page and they have 20K followers but 0-3 likes on a post, this is a red flag. It means chances are they bought their followers. (Buying followers is also a form of paying to play.)
Note: There’s nothing wrong with not having much engagement for the everyday social media user who is learning. I am talking about the people charging you money to be featured on their platform and using their millions of followers as bait.
Paying to play can also look like being offered a chance to be featured in an article in Forbes for the low price of $500.
Umm. Why would I pay to be featured in an article if I’m for real dope? Shouldn’t Forbes reach out to me?
This is the stuff we have to pay attention to. Many of these features in articles and media have been bought, not earned. This is paying to play the game.
Everything is Not a Scam, But Vet People
I am not one of those “everything is a scam,” type people. Some businesses are new to what they are offering and we all know to become an expert, you must start. Everybody was a newbie at something at some point. You will know the scammer by the services offered in relation to the price tag. Why am I paying 5K to attend a conference for you to tell me to have more faith? Not when I can take that money and pay for professional therapy.
I’m passionate about sharing my experiences as a Self-Published author because there are so many scams aimed at us. They mainly target the novice Self-Publisher. I do not mean the novice writer. You can have written before and be a master of the English language and still get scammed because you know little about Self-Publishing a book. Or, you can have Self-Published and still get scammed. It can happen to any of us.
That’s why our greatest weapon against it is knowledge and experience.