Promoting And Platforms


empty_stageI’ve been thinking about loving your neighbor, mostly because I was reading Kisses From Katie by Katie Davis, but in the writing world, I’ve come across more and more talk about getting noticed. Somehow a book needs to stand out in the crowd. And believe me, with the ease of self-publishing, the crowd is growing.

These two concepts seem antithetical. I mean, with people in so much need around the world, I’m supposed to concern myself with … ME?

Not to mention that a couple situations of what I’ll call overly zealous advertisement–which is the euphemistic way of saying “spam”–I suggested in a Facebook update that unfriending/unfollowing the perpetrator might be the only answer. I was gratified to see that a good number of others agreed–not so much about severing ties as the solution, but about spamming others in the name of promotion being a problem.

Yet I understand where these aggressive promoters are coming from. They read articles that say they need a platform, the publishers are no longer looking at number of blog followers or even Facebook friends, but at Klout scores. They read other articles that say having a platform isn’t enough on its own. You have to hold contests and bring people together into teams, do book give-aways and participate in blog tours. Promotion. It’s part of the book business, whether a person is self- or traditionally-published.

But in the back of my mind, I hear a quiet voice whispering, But I want you to love your neighbor.

There really are only so many hours in the day to do all we need to do. How’s someone with a day job, a writing career, a family, and church responsibilities supposed to add in promotion . . . and loving that needy neighbor?

I don’t have an answer on the promotion part yet. I figured I didn’t need to face that one until I actually have a book that needs to be promoted. But the loving my neighbor seems to be the larger, more pressing, and urgent task.

And yet, it also seems as if I may be overlooking the obvious. It came to me today as I listened to a tribute on the radio program Family Life Today for Dr. Howard Hendricks, former professor at Dallas Theological Seminary, who passed away this week.

He taught for sixty years and continued to mentor seminary students even after his retirement. But what difference was he making in the lives of widows and orphans and strangers? How was he reaching the unreached with the good news of God’s good and free gift of His Son? In short, how was he delivering the cup of cold water or feeding the hungry or visiting the sick or imprisoned–the things Jesus said would be like doing those needful things for Him?

I have to believe that all the students–thousands and thousands, many of them in positions of leadership–who Dr. Hendricks taught may have learned from him the importance of loving their neighbor. His role, then was to love them by giving them not just a cup of cold water, but the whole well–or more accurately, the means by with they could go out and dig the well themselves.

And what about the rest of us who aren’t seminary professors? What about writers who are jammed up with edits and dirty dishes and stacks of laundry and grocery shopping and taxes and birthday parties? And promotion?

I think we’re simply to love the person in front of us. Whoever that might be. Whatever he might need.

Loving our neighbor isn’t going to look the same to each person. We’re not all going to travel half-way around the world to find a needy someone to love.

And the needy God puts in our path may not need medical care or bus fare or escape from an abuser. They might. But they might need someone to listen. Someone to cry with. Or even someone to sit beside. They might simply need us to stop talking about our book long enough for them to be noticed.

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