How To Self-Promote Without Being Gross


“It feels gross.”

No, not the flu. Not a colonoscopy. Not field dressing a deer. Not drinking a kale smoothie.

Self promotion.

My friend, Russ, and I were talking about it recently and his observation was spot on. It does feel gross to promote one’s own work. In today’s publishing and arts world, though, it is necessary. If you want to be read you have to promote your work (or have a great team of people to do it for you).

Self-promotion is such a big deal that it has become a cottage industry all its own. People have built entire consulting businesses and product lines around building “platform.” Platform is the magic word, the silver bullet, the Holy Grail for any writer (or artist of any kind). It is what gets you noticed, get’s you published, and sells your wares. If thought about rightly platform is a tool and a resource, but it has become the primary end for many instead of the means it ought to be. When this happens self-promotion truly “feels gross.”

Here are two rules to remember when promoting your own work to avoid the platform trap and that nasty feeling.

1) Content is King.arrogant-guy

Your platform is pointless if your content is dumb. It’s really that simple. In a recent episode of The Happy Rant Podcast (episode 24, for those who care) my co-host, Ted Kluck said “Start trying to be good at what you’re actually trying to do . . . If you’re going to put all your eggs in one basket put them in the writing basket. Read some good books, write some stuff that’s good, and see where the chips fall.” He’s right. To build a massive platform just to publicize weak content is like building a billion dollar stadium for a minor league team. Instead make an awesome product, something deeply true and engaging, and let others do much of the platform building for you.

At a deeper level your platform is innately wrong if its primary purpose itself. It is self-centered and arrogant. Instead of having any sort of vision or mission it exists simply to make itself more famous. (I think we should call these Kardashian platforms.)

Have a mission. Serve others with your work. Inspire them, teach them, enlighten them, entertain them. But for God’s sake make it about them and theirbetterment.

Ask yourself two questions about content when you are ready to promote it OR when you intend to use it to promote some other work (a la, a blog post about a forthcoming book).

1) Do you believe in it?

Do you really believe that what you wrote will benefit others in some way? Will it make them better in some way? Does it express truth in some way? Will it encourage or challenge them in some way? Or did you write it just for you, to make you look better, to get you page views, to make you a dime? (Because that’s about all you earn for writing stuff.)

If you believe it, publish it. If it is true and good publish it. If it is for you keep it. For everyone’s sake.

2) Can it stand on its own?

If you put out a blog post or article and reads like a pitch piece for your own work it can’t stand on its own. But if you write something that is a self-contained nugget of truth that ties into the theme of another work that does stand on its own. We share things we think are good, so share your work, don’t promote it. You want a reader to be able to digest that one post and walk away better for it even if they never see anything else you write.

2) Engage and Interact.

arrogancePlatforms are for people and made up of people. If it simply a broadcast tool you are using those people instead of caring about them.
On social media, one of the primary platforms, have personality. Be yourself. Share your opinions, jokes, thoughts, and observations. Even, especially, when they have nothing to do with anything you’re trying to sell. And interact with people; it’s “social” media after all. Be conversational. Your platform shouldn’t be so high it distances you from folks.

When we get too enamored with platform and “audience” (another self promotion buzzword) we start thinking of people as market share. The more clicks we get or readers we have the more we “own.” We lose sight of people’s humanity and their needs. But isn’t that why we write and create – to ease burdens and fill minds and hearts? If not, please quit. Our platform is a gift given to us by generous readers, not a purchased good we can treat how we want.

People who engage us deserve our attention, responses, and thanks. They don’t always need to be deep and long; an acknowledgement and an expression of appreciation are often enough. It is proof that you see a real person who values your work and you are grateful for them. Just like good customer service builds a business, so humble reader engagement strengthens a platform, though that shouldn’t be the aim but rather a nice byproduct of not being gross.

Writers, Stop Writing About Writing


This might be hypocritical. It?s likely a bit odd and possibly (probably) pretentious. Some might refer to it as Meta. I prefer to think of it as Inception-like. As a writer, I have some things to write about writers writing about writing.

Writers writing about writing, while not always pretentious, can reach levels of pretention previously only dreamed of. Sometimes this shows itself as melodrama. ?I write because I must.? ?The pressure of pain begins to build until, of a sudden, it burst forth like lava from a volcano . . . and I write.? ?Publishing a written work is like sending a child off to school for the first time, every time.? ?Writing is a grueling, thankless task, but I have no choice. I am compelled?

Gag me. Nobody wants to hear about the travails of the writer, not even other writers. (In fact, while you?d think other writers would be the most empathetic we are in fact the least inclined to care about your moaning.) If it?s so awful, quit, for all our sakes. You?re not compelled against your will; you write because you enjoy it, or at least something about it. And with all that whining, methinks what you love most is the attention not the craft.

Other times, and more often, the pretension shows itself as constancy. That is to say it keeps showing up, because writers won?t quit writing about writing. A short roll of the eyeballs around the interwebs will reveal a dozen daily new posts by writers about writing. Some writers have blogs devoted to writing about writing.

Give it a rest. Your subject matter is tired. Your craftsmanship suffers because of redundancy and a limited pallet. And you become difficult to trust because, well, you never write about life. And life is the stuff of writing, not writing itself.

The last incarnation of pretension is uppityness. When Stephen King writes a book about writing I read it cover to cover and then start over. And it is marvelous. When a thirty-something, barely published, Internet composer of public journal entries does so, it?s uppity. Stephen King can tell me to ?kill my darlings?, not many others can. They ought to be figuring which of their own darlings to off.

You know what?s remarkable? How little the truly great writers say or said about writing itself. They just wrote. And so should we. They didn?t cogitate on ?the life of the writer?; no, they lived life, digested it, and regurgitated it in words and stories and essays. They learned and responded. They read and read some more. And they wrote. And so should we. Maybe, someday, we?ll be good enough to write about writing, but if we are we?ll probably be too busy living and writing to notice.

photo credit: cellar_door_films via photopin cc

Introducing My New Website!


I read a lot of blogs, and in the past I’ve posted lots of links here on this site. But the times they are a changin’.

My wife, Jen, and I, have decided to create a new website called Pay Attention: Seeing God Everywhere. The purpose of the website is to post quality content on a regular basis which, in some way, points to God.

Now, this doesn’t mean that we will only post Christian videos and pictures. In fact, far from it. I believe that the image and glory of God can be seen in every nook and cranny of creation, from songs written by the Red Hot Chili Peppers to videos of incredible athletic feats to finely detailed paintings to humorous sketches. Most of the content we post on the site will not be distinctly “Christian”, although, to paraphrase Abraham Kuyper, every square inch of the creation belongs to Christ.

Think of our site as being like Upworthy, minus the breathless insistence on political correctness, or Twenty Two Words, minus the cute videos of dogs, or Buzzfeed, minus the inappropriate stuff.

So go ahead, stop on over, and start seeing God everywhere.

Books and Tunes For Your Christmas Shopping List

It’s the time of year when people start making their Christmas lists. I read a ton of books and listen to a ton of music so I thought I would give you some recommendations for your own Christmas list.


League of Denial: The NFL, Concussions, and the Battle for Truth by Mark Fainaru-Wada

An absolutely fascinating book detailing the slow discovery of the massive concussion epidemic in the NFL. The book also shows the great effort made by the NFL to downplay and minimize the epidemic. Dipping into the lives of Mike Webster, Junior Seau, Andre Watters, Merril Hoge, and many other NFL greats, this book would be a great gift for the sports fan in your life.

David and Goliath: Underdogs, Misfits, and the Art of Battling Giants by Malcolm Gladwell

I always enjoy the writing of Malcolm Gladwell, and this book was no exception. In this book, Gladwell, who is always exploring counter-intuitive, contrarian ideas, tries to understand why “Goliaths” are so often beaten by underdogs. Although I didn’t enjoy this book as much as the others written by Gladwell it was still worth the read.

Quiet: The Power of Introverts In A World That Can’t Stop Talking by Susan Cain

This was, by far, one my favorite books of the year. As a self-described introvert, it helped me understand why certain things are easy for me and other things are more difficult. It also forced me to wrestle through the biblical ramifications of being an introvert. After all, the Bible doesn’t ever use the words “introvert” or “extrovert” to describe people. These are sociological distinction, not biblical distinctions. Nevertheless, I think this book contains a lot of common grace wisdom, and I recommend it for anyone who would describe themselves as an introvert or who lives with an introvert.

Let’s Explore Diabetes With Owls by David Sedaris

David Sedaris is one of the funniest writers out there, and his ability to find the hilarious in the mundane is simply brilliant. Whether he’s talking about French dentistry, his father’s dinnertime attire (shirt and underpants), or the time he tried to buy the skeleton of a murdered pygmy, he’s always funny and often profound.

Jesus On Every Page: 10 Simple Ways To Seek and Find Jesus In the Old Testament by David Murray

The Old Testament often seems archaic, difficult to understand, and difficult to relate to every day life. But Jesus himself said that all of the Old Testament spoke of and pointed to him. In light of this truth it is essential that we study the Old Testament. David Murray has written a very helpful book which will help you see Christ throughout the entire Old Testament. This book is certainly deep, but it is not overly difficult to read. I recommend it for every Christian.

Living By Revealed Truth: The Life and Pastoral Theology of Charles Haddon Spurgeon by Tom J. Nettles

Full disclosure: I haven’t had the chance to read this yet. It’s sitting on my shelf and I’m dying to get to it. But without even reading it I can tell it’s going to be an outstanding book. It’s obvious that Tom Nettles has immersed himself in Spurgeon’s life, and that this large book is the result of that total immersion. I am really looking forward to learning more about and being inspired by Charles Spurgeon.


Instruments of Mercy by Beautiful Eulogy

Fantastic rap music blended with sound theology. As a fully suburbanized, middle-class, white guy I realize I’m not really up on what makes for good rap music. Nevertheless, I enjoy this album.

Forverly by Billie Joe Armstrong and Norah Jones

Billie Joe Armstrong (lead singer of Green Day) and Norah Jones have collaborated to come up with a pretty cool album. It’s exactly folk, it’s not exactly country. It’s just good.

Comedown Machine?by The Strokes

I’m a big fan of The Strokes, and their most recent album was not a disappointment. The electric guitar work is fantastic, the bass lines are outstanding, and the melodies are catchy. Definitely worth buying.


The Ravings of a Drugged Man

Several days ago I stated that I would not be blogging this week due to the fact that I am recovering from reconstructive surgery on my ACL and happen to be on some pretty heavy duty pain killers and might accidentally write something that would embarrass my mom.

And I stand by that.

But the fact is, I’m getting really bored. I’ve watched approximately 1200 hours of Sportscenter this week, and I just need a break. So I thought I’d just post an update or something like that. Not any real blogging. Just something to give you a glimpse into my brain.

So in no particular order, here we go.

DISCLOSURE: If I make any statement that sounds disconnected from reality or mentions Area 51, I blame it on the medicine.

First, I’m really grateful for pain medicine. Were it not for the medicine, I’m pretty sure I would be weeping and gnashing my teeth throughout the day. However, I discovered that my body does not like particular pain medicines, such as Vicodin. After taking Vicodin I felt as if I were swaddled in a woolen Snuggie. Very hot and very itchy.

Second, I’m really, really grateful for my wife Jen. She has served me like an absolute superstar. Ever since the day of the surgery, she has waited on me hand and foot (what does it actually mean to wait on someone “hand and foot”?). If you’re going to have surgery on your ACL, I would recommend that you get married first. Also, my little girl Charis is also turning into quite the servant.

Third, I think sharp cheddar is the best cheese. Just in case you were wondering.

Fourth, it appears that not much reading happens on Planet Percocet. I have a big stack of books sitting next to me by the couch, but I’m not making much progress. I read a few sentences, squint my eyes thoughtfully, try to clear the fog from my brain, and then move on. So far I’ve read Goodnight Moon and Mr. Lumpy Goes to School.

Overall, I’m very grateful. Grateful that I live in a country where I could have my knee repaired. Grateful for my wonderful wife and daughters and parents and in-laws, who have all been serving me. Grateful for my normally good health. And most of all, grateful for Jesus.

I will leave you with these words of wisdom, which just came to me: If you have the choice between regular and decaf, always choose regular.

Why I’m Not Blogging For the Next Week

There comes a time in every man’s life when his body decides that it will no longer cooperate. It’s as if the body suddenly realizes that it’s an adult and that it can do as it pleases. Old guys seem to take a wicked pleasure in reminding young guys that their doom is just around the corner. Apparently my body has reached that point.

Several months ago I was playing basketball and I went up for a handspring McTwist helicopter dunk. I accidentally caught my foot in the rim and tore my ACL. On Friday I had my ACL surgically repaired, and now I am laying on my couch, watching television, and reading good books.

I would like to blog, but I am currently taking some heavy duty industrial pain killers. If I did blog I’m pretty sure I would end up writing something about elves, or the Illuminati, or how much I love the Jonas Brothers. So I’m going to take a week off.

See you next week!

What Should We Blog About?

I’m always looking for new ideas when it comes to blogging. So could you help me out?

  • What is one question that you would like to have answered?
  • What is one subject that you would like to see addressed?
  • Have there been any past posts that have struck a chord with you?
  • What blogs are your favorites that we could learn from?

Please take a minute to comment! We need your help!

Post #1,000 – How To Write A Killer Blog Post


Inspirational photo suggesting that this blog post could radically change your life

Opening bold-faced question that challenges people’s assumptions about life, politics, and the state of their souls?

Bullet list that boils life’s most difficult problems into five simple steps:

  • Point so broad that the only people it doesn’t apply to are dead.
  • Powerful. Statement. Marked. By. Lots. Of. Punctuation.
  • Common sense thing that people already do anyway so that they feel like they’re already on their way to success.
  • “Profound sounding quote from a famous person.”
  • Inspirational concluding point suggesting that these steps have the power to turn you into the person you always wanted to be but never could be because of your bad skin complexion or awkward social skills.

Scripture reference which serves as a bridge between your insightful list and the rest of your life changing blog post.

John Piper quote to back up your scripture reference.

Reference to a current event that remotely ties into the subject of your blog post. The reference should either be a pop culture reference (LOST, 24, John Mayer), demonstrating that you’ve got your finger on society, or a reference to a controversial event (BP Spill), demonstrating that you are sensitive to issues that matter.

Bold-faced outlandish statement that again calls everything into question or challenges a well known individual.

Brief, pithy, italicized statement that people will use for Facebook and Twitter updates.

Short, personal, humorous anecdote that shows people that you’re human too. This works best when it includes a reference to your children or a trip you once took.

Rhetorical question?

Final, concluding paragraph that includes at least one well-crafted, artfully-designed, hyphen-packed phrase that will stick in people’s mind. Ending sentence that suggests that more will be said on this topic.

Request that this post be shared with the world on Facebook and Twitter.

Read Books, Not Blogs

My friend Tony and I have been having some good conversations about blogs. I like blogs. I write one for crying out loud. But Tony has freshly reminded me why I want to be reading much more from good books than I do from blogs. Here’s a few reasons why.

Books Require More Reflection From the Reader

When I sit down to read John Owen, my brain needs to be fully engaged. His deep theological arguments go on for pages and require intense thought and reflection. When I’m done reading Owen my ears are dripping brain fluid and my heart is warm with truth. Reading a good theological book is like having a deep heart-to-heart conversation with an incredibly godly person.

Generally speaking, blog posts are quick bites. Usually weighing in at 400 words are less, they don’t require the same type of intense, heart-searching thought. I want to read more books because they don’t pander to my television-created short attention span.

Books Are the Result of Much Reflection By the Writer

Writing a book is like giving birth, except without the intense pain and the hospitals and a baby at the end. Seriously though, writing a God-honoring book requires hours of hard work, deep thought, and prayer. They’re the result of many hours of meditation on the word of God. When I sit down to read a book by John Piper, I know that I’m reading the words of a man who has thought long and hard about what it means to follow Christ.

Blogs require much less work by the writer. On a good day I can bang out a blog post in thirty minutes. They’re not the result of two years worth of sermons or hundreds of hours hunched over the sacred text. I hope they’re rooted in scripture and encouraging to the saints. But books flow out of person’s life, blog posts flow out of a person’s current thoughts.

Books Bring Accountability

For a book to be published it must go through a gauntlet of tests. It must be approved by a publishing committee that trusts the author, it must be scrutinized by an editor, and it must be endorsed by reputable people. This process in a sense holds authors accountable.

Blog posts can be written by anyone at anytime in anyplace. No credentials needed. No accountability required. All behind the beautiful anonymity of the Internet.

So will I keep reading blogs? Certainly. But hopefully not at the expense of good books.

Important Changes to The Blazing Center


Things are getting busy. In two months Jen and I will leave good ‘ol Indiana, PA to attend the Sovereign Grace Ministries Pastor’s College in Gaithersburg, MD. From what I understand, I will be kept pretty darn busy. When you combine that with other projects my dad and I are involved in, like song writing, professional wrestling, and snake handling, it makes for a busy life.

So with that in mind, we’ve decided that for the time being we’re going to cut back from five posts a week to three (not including weekend stuff like videos of Kobe Bryant jumping over pools of fire).

So stay tuned! If you haven’t yet subscribed to The Blazing Center, you can do that by clicking HERE. Now if you’ll excuse me, I’ve got some wrestling moves to practice.

photo by greg westfall