There’s a feeling many of us in the creative and professional worlds know all too well. It’s the low-grade hum of anxiety that starts on a Sunday night, the feeling that you’re already behind on a week that hasn’t even begun. It’s the pressure to feed the beast—the insatiable, ever-changing social media algorithm. It’s the content hamster wheel, and for years, I was running on it just as fast as everyone else.
The advice from the "growth hackers" and marketing gurus is relentless, isn't it? Post three times a day. Create a Reel. Go Live. Be everywhere, all the time, or risk becoming invisible. For a long time, I listened. I tried to keep up. But recently, I’ve made a conscious decision to step off the wheel. Not out of defeat, but as a strategic move to become more effective, more focused, and more aligned with the work that actually matters. To me. To my author clients.
This is the story of why I’m abandoning the traditional social media grind while, paradoxically, learning to leverage it more powerfully than ever. It’s a new model for my digital presence, one born not from theory, but from the practical reality of managing a full client workload and sustaining a career in publishing for over a decade. This entire shift is built on two words that have become my guideposts for the year: authentic and intentional.
So, I want to share the framework that’s changing everything for me. It’s a strategy built on three distinct pillars: my Website, which I consider my fortress of authority; Substack, my professional journal for deeper conversations; and Facebook, my targeted community hub. This is how I’m taking back control.
Why High-Volume Tactics Fail High-Value Professionals
Let’s start by talking about the advice that leads to burnout. The "post 3x a day" mantra is built for a specific kind of business, and for many of us who provide high-touch, specialized services, it’s simply the wrong game.
That high-volume strategy is designed for a business model built on selling thousands of low-cost items. It’s the digital equivalent of a shop needing to sell thousands of coffees and croissants every month just to keep the lights on. In that model, constant "top-of-mind awareness" is everything. You have to be loud and ever-present because the value of each individual transaction is small, and success depends on sheer quantity.
My business, however, is built on the complete opposite model: the high-value, deep-partnership game. I’m not looking for a thousand clients a month. My goal is to find and serve a handful of right-fit authors in deep, long-term collaborations. We’re talking about partnerships that span years and multiple projects.
And let’s be clear about who this high-value game is for. It’s for the author who is treating their writing not as a hobby, but as a career. It’s for the professional who understands that publishing is a marathon, not a sprint. This framework isn’t designed for someone printing a single memoir for their family—a wonderful and valid goal, to be sure—but for the author committed to building a sustainable, long-term business. The authors I partner with are in it for the long haul; one has over 100 books to her name, another has more than twenty, and even my newest authors are already mapping out multi-book series. We’re not just launching a book; we’re building a legacy, one release at a time. That kind of deep investment demands a partner, not just a transactional service provider.
To put it plainly, we are playing two different economic games. To be successful, the "hustle culture" needs to make thousands of small sales. My business is built on partnership. The revenue from a single, long-term client collaboration can provide the kind of financial stability that would otherwise require selling an astronomical number of those coffees and croissants. It's a business game-changer. That kind of relationship isn't built from a fleeting social media post; it's forged from a proven track record, deep trust, and a reputation for excellence that takes years to build.
When you see it through that lens, the hamster wheel looks even more absurd. When I’m deep in the trenches—meticulously line-editing a manuscript, strategizing a complex book launch, or untangling a plot knot with an author—the idea of stopping everything to create ephemeral content for Instagram isn't just impractical. It feels like a disservice to the clients who have placed their trust, and their careers, in my hands.
Using high-volume tactics for a high-value business is like trying to build a house with a teaspoon. You’re using the wrong tool for the job, and the inevitable result isn't growth; it's exhaustion.
A Quick Word on Immediate Availability
This brings me to an observation that has confounded me for years, something I see play out almost daily in the author service groups I belong to. An author, often in a state of panic, will post an urgent request: "My designer bailed, and I need three new covers in three weeks!" or "I have a 100,000-word manuscript that needs a full edit with a two-week turnaround."
And every single time, a chorus of professionals puts their hands up: "I'm available!" "I can do it!" "DM me!"
My first thought is always the same: Seriously? How? My schedule is planned and locked in a year in advance. Right now, I’m juggling final typo edits for a book releasing in two weeks, copy and final typo edits for another book releasing in three weeks, release planning for another author’s debut in six weeks, and line edits for a project later in the year. There are four more books in the pipeline for the rest of the year, and I’ve started discussing next year’s releases with my authors. It’s only the start of August. The idea of slotting in a brand-new 100,000-word edit on short notice is simply impossible.
But this isn't a mystery; it's a live-action demonstration of the two different economic games. The immediate availability you see isn't a sign that quality professionals are just sitting around waiting for work. It's often a direct reflection of a different business model. Some are talented newcomers eager to build a portfolio. Many, however, operate on a high-volume, transactional basis where speed trumps depth. Their business requires a constant churn of short-term gigs to stay afloat. That two-week "edit" is likely not the same meticulous, multi-pass process a long-term partner provides.
So when you, as an author, see that sea of "I'm available" responses, know that you've reached a fork in the road. The crucial question isn't just "Who can do this fast?" but "What kind of service am I actually buying?" Am I looking for a quick, transactional fix to plug an emergency hole, or am I seeking a strategic partner whose value and stability are reflected in the very fact that they don't have wide-open availability? Understanding that distinction is the first step toward intentionally choosing the right path for your career.
My Website, The Home of 300+ Stories
So if I’m stepping off the hamster wheel, where am I placing my energy? The answer is simple: I’m fortifying my home base. My website is, and always has been, the non-negotiable center of my professional universe. It’s my owned land in a world of rented digital spaces. It is my fortress of authority.
And that fortress was built on the foundation of more than 300 book projects.
That number still floors me when I say it. It’s not a vanity metric; it’s the tangible, undeniable proof of the long game. It represents over a decade of dedication, of showing up, of doing the work. It’s the silent, powerful proof that my methods work and that my business is built on sustainability and trust.
This brings me to the people I want to honor most: the silent majority. Every month, thousands of people visit my website. They don’t leave flashy comments or smash a like button. They arrive quietly, they read my articles, they browse my portfolio, and they assess the substance of my work. Their sustained, quiet engagement is the most meaningful metric I have. They are the serious professionals, the dedicated authors, and the potential clients doing their due diligence.
Let’s be honest. An author considering a significant investment in a publishing partner isn't making their decision based on a clever tweet. They are meticulously reviewing my portfolio. They are reading my long-form articles to understand how I think. They are looking for a deep, proven track record that demonstrates longevity and reliability. My website provides that. It’s my most powerful client acquisition tool precisely because it offers substance over flash. It’s the asset that a high-value client is actually looking for.
Everything else I do online must serve the purpose of strengthening and honoring this home base. Every other platform is a tool, but my website is the destination. It’s the library of my professional thought, the ultimate testament to my experience, and the most reliable way for the right people to find me. And for the people who have stuck with me through it all, who visit that space for real content, I see you, and I thank you. You are the reason this new, intentional strategy feels so right.
The New Town Square. Playing the "Value Game" on Substack
If my website is my permanent home, then Substack has become my professional journal. It’s the space where I can explore the nuances of my work, share insights from the publishing trenches, and engage in a more thoughtful, long-form conversation than a typical social media feed allows. It is my new town square, but one with a very specific set of rules.
Here, I’m not playing the volume game; I’m playing the value game. My philosophy is that one potent, deeply considered case study or analysis is infinitely more valuable to my readers (and my business) than a month’s worth of generic "happy Tuesday" posts. This is where the principle of authenticity really comes to life. The content I share on Substack is a direct outgrowth of the real-world challenges and successes I encounter with my clients.
When I break down a strategic decision behind a book launch or analyze a new industry trend, those insights aren't theoretical. They are forged in the fire of actual publishing projects. This approach ensures that what I’m sharing is not just content, but genuine expertise. It’s a way to demonstrate the strategic thinking that high-value clients are looking for, while providing real, actionable value to my entire audience. It’s a place for substance, reflection, and the kind of discussion that can’t happen in 280 characters.
The Megaphone and The Water Cooler. An Intentional Role for Facebook
Now, this doesn't mean I’m abandoning mainstream social media platforms entirely. Ignoring a tool as powerful as Facebook, especially given its thriving ecosystem of author and reader groups, would be foolish. Instead, I’m redefining my relationship with it. I now use it with clear intention, assigning it two very specific and limited roles.
First, Facebook is my Megaphone. Its primary function is distribution. When I publish a significant, high-value article on my website or Substack—my owned platforms—I use Facebook to share it. It’s a tool to amplify the work I’ve already created and drive traffic back to my home base, where a deeper, more meaningful connection can be made. The goal is to lead people to the substance, not just leave them scrolling on the platform.
Second, Facebook is my Water Cooler. Its other role is for genuine, targeted community participation. I no longer waste energy trying to breathe life into a static business page, shouting into a void where the algorithm buries my posts. Instead, I show up in relevant author and reader groups where my ideal clients and community already gather. I’m there not to sell, but to answer questions, offer helpful advice, and be a constructive member of the conversation. This is an intentional act of community building, not mindless scrolling. It respects my time, and it respects the integrity of those communities.
A Sustainable Model for a Real Career
When you put all these pieces together, a clear and sustainable model emerges. It’s a classic Hub and Spoke system, and it’s the only framework I’ve found that can support a high-value service business for the long haul without leading to complete burnout.
The Website is the HUB. It is the center of gravity, the permanent archive, and the ultimate source of value and authority.
Substack and Facebook are the SPOKES. They are the tools that support the hub. They distribute its value outward and drive focused energy and engagement back inward.
The content flow becomes a virtuous cycle. A strategic insight sparked by client work might be tested as a quick thought on Substack Notes. If it resonates, it gets developed into a full, authoritative article on my website. That cornerstone piece is then announced via my Substack newsletter and shared with the Megaphone on Facebook, sparking discussion in Water Cooler communities and driving serious, qualified inquiries back to my website’s portfolio and contact pages.
This integrated model is intentional. It’s strategic. And most importantly, it’s sustainable.
Your Platform, Your Rules and An Invitation to Intentionality
This journey has been about shifting from a reactive, algorithm-driven strategy to a proactive, business-driven one. It’s about trading the frantic, exhausting pace of the content hamster wheel for the focused, rewarding work of building a fortress of authority.
This is my commitment to being authentic in my work and intentional with my time. It’s about choosing to build a business based on deep value, not just high volume. It’s a quieter, more deliberate path, but I’ve found it to be infinitely more powerful and fulfilling. It’s a strategy that honors my work, my clients, and my own sanity.
I invite you to give yourself permission to do the same. Step back, evaluate the game you’re truly playing, and build a digital presence that serves you, not the other way around. Find your own sustainable path, and embrace the power of playing the long game.
Let’s Chat!
I’d love to hear your thoughts. Have you struggled with the social media hamster wheel? What strategies have you found that feel both authentic and effective? Please share your experiences in the comments below. And if you’re interested in the kind of in-depth analysis I’ve discussed, I invite you to subscribe to my professional journal and newsletter on Substack. And if you’ve like to connect further, you reach out via email, or on Facebook.
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