Applying the Sunk Cost Fallacy (Or Concorde Fallacy) to Marketing Books

So with the book out and all the marketing I could do (without spamming it) done, I must leave the rest to fate. A big problem that I’ve come to realize is that authors only have so much reach and can only get the eyes of so many people to see the book. Therefore if everyone that already have seen it and many decided not to try it, yet you continue to persist, it is merely embarking on the Sunk Cost Fallacy. This basically tells you that if all the effort or money you put into something was for naught, the more effort or money you put into it is unlikely to make your failure a success.

Another name for this fallacy that more accurately explains many authors’ situations is the Concorde Fallacy. “The Concorde fallacy refers to the fact that the British and French governments continued to fund the aircraft even after it became apparent there was no longer an economic case for it.” Basically, replace the aircraft with a book and money with any kind of effort you put into marketing it and you’ll get the idea. I’m not saying this is the case for everyone, I’m saying that, if you’re at this stage, and put more effort and money/effort into it, the more it will be a waste if those that do read it don’t make much of a fuss later on and it doesn’t pay off in the long run.

After seeing the support to those published by the Big 5 publishers or are in indie publishing groups and compare it to the support I got, I have learned a hard lesson that either of these options would’ve been better for marketing purposes in these communities. Therefore, personally, even if my book does end up being a sunk cost, I have at least learned this lesson. And because I learned it harshly after 7 years of working on this thing, I will at least remember it and take it to heart. If only for that reason, this book will not entirely be a sunk cost.

For others who fail with this advantage, I’m sure other lessons from your experiences can be learned. The only true failure is a failure you don’t learn from.

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4 Responses to Applying the Sunk Cost Fallacy (Or Concorde Fallacy) to Marketing Books

  1. A.M.Bradley says:

    Even though the book wasn’t my genre, I still hope it does well for you. Don’t give up hope =)

  2. Mohammed W. says:

    was “sunk cock” deliberate >.> hahaha?

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