“Could you please put down your phone,” she asked.

“Yeah,” I said, without looking up.

“No, like right now.”

“I just need to finish this post,” I said, feeling like I was working against the clock, playing a dangerous game with my girlfriend’s patience.

She sat impatiently, looking at me like I was a cat she was about to throw across the room. All I had left was to add the hashtags. But, which ones to use? If they’re too popular you get lost in the shuffle, too small, what’s the point? Be clever, be funny, be humble; rather, be a humble-brag monster of explosive optimism and saccharine contentment. #superpositivebooklover. #blessed. Post.

Oh, for fuck sake, I’m a tool!

That’s how social media marketing often feels. Not only am I a tool, but a poor man with a gambling problem throwing coins down a well, waiting for one to jump back up. The big bite. Impossible.

When I received an offer from a publisher to publish my historical crime novel, Throw-Away Faces, I was excited. Finally, I’ve made it! I knew next to nothing about the industry, but my publisher seemed legit enough. Beggars can’t be choosers when approaching a publisher unsolicited. I told myself this on more than one occasion. Yeah, okay.

Well, now that the book is published, all I can say is that I’ve accrued thousands of hours of rewrites and edits (good), relationships in the industry which will serve me well down the road (good), and a huge phone addiction predicated on wagering the worth of my book on the amount of “likes” it gets on Instagram or Facebook, or my author’s rank on Amazon Central (VERY VERY BAD).

What I didn’t know getting into the game is that the book market is absurdly competitive and awash with a lot of shit. It pays huge dividends to have an agent when shopping the book, and once publishers show interest, to pick one who pays their publicists to manage your marketing. This is key.

Otherwise, get ready to hate your life, and possibly your book, because you’ll be throwing countless emails, letters and time into review queries that will never be looked at by newspapers, journals, and magazines. And, money into many .com black holes. This will boil down into an ill-conceived effort, commonly called a self-marketing plan, to master nuanced and disingenuous forms of marketing communication forged to manipulate strangers into clicking a link to buy your book. It’ll never be enough. You will look in the mirror and see a Gollum.

When you’re fatigued, your publisher will offer you cooperative packages that are vague in description, but enticing. They whisper sweet nothings into your ear, “Take a load off, Joe.” “Let us do the work.” “We’ll send your book into the hands of the most talented, sexiest, and trusted reviewers in all the land.” And, can you blame yourself for giving in? No, you really can’t, but you will anyway.

The other option is spending countless hours online making virtual friendships and alliances, which is fine, and the right way to do it, but the task is a full-time job and will yank you out of the world of the living.

Don’t get me started on the writer’s block I’m currently experiencing because I now have the attention span of a newt who happened upon a horsefly turd convention.

“How was your day?” she asked.

“Fine.” It wasn’t; I didn’t sell one book. I didn’t get a word written for the sequel. I didn’t do my research. I clicked the refresh button a lot. My phone says my screen time is up from last week. I drank too much coffee. I went down the spiral.

I forgot I’m an author.

So far, this is what I’ve learned from the experience: Do what you think is right to get your book out there, but not at the expense of your creativity. At some point, you just have to let it be, write the next one and make it better than the last. You’ve made your bed for now, but you can get a new one. The worth of your work has nothing to do with a stranger’s thoughtless click of a “like” button. If it was, your time would be better spent engaging in #vanlife.

In the end, stay an artist. Stay balanced. And next time, get a publicist.

You’re not a newt.