Marketing Magick: Selling with a stigma
Don't let anyone's negative bias push your book into the shadows.
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I worked as a professional tarot reader and astrologer for decades before I moved into my writing career. Every so often, I’d come across folks who had a strong reaction to my work. Sometimes, they’d make dismissive comments, “Oh, I don’t believe in any of that.” Other times, they’d make the sign of the cross with their fingers, sometimes jokingly (with a hiss for dramatic effect), other times not.
Although I knew this came with the territory, it made me shy about promoting my work. I stayed under the radar for a long time, which probably slowed down my progress.
Once I transitioned to author, I assumed this would give me some legitimacy. In some ways, it has. However, the stigma around anything connected to the occult has never been completely erased, despite best efforts. Yes, even when it comes to books.
Just go into any chain bookstore, and you’ll see what I mean: the metaphysical section is often tiny. In some cases, it’s been rebranded as “personal transformation,” which is an attempt to make it more palatable and less spooky, but frankly, I think it’s confusing.
Some authors have tried to remove the stigma, by watering down anything that sounds remotely witchy. For example, tarot books connected to psychology are a brilliant way to make people feel more comfortable with the topic. However, it still doesn’t defang tarot, despite best efforts. Tarot will always have a bite.
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