An Author’s Guide To The Power of One [How To Achieve More By Doing Less]

Whatever you’ve heard about multitasking being something some people are good at other people cannot do no matter what they try, the truth of the matter is that our brains simply cannot truly focus on more than one task at a time.

Sure, you can drive a car and talk to the person in the passenger seat. But when it comes to carrying out a task that requires your complete and utter, undivided attention and focus, such as writing the next chapter of your book, you simply cannot do anything else.

Have you tried writing your book and talking to someone on the phone, simultaneously?

If you have children, have you attempted writing your book and doing your utmost to keep your little one entertained at the same time?

If you have, how did your writing turn out? Pretty meh, right?

I won’t go into the science behind why our brains just can’t compute doing more than one task at a time, but essentially, if you want to do something effectively and to the absolute best of your ability, you need to have laser focus on that task. You need to be in the zone, as it were.

When I’m working out in my home gym (some weights and a bench in the garage!), after 5–10 minutes, I am completely and utterly locked in on my workout, locked in on pushing out every single rep.

So locked in, in fact, that when my wife comes in to see me, she has to physically tap me on the arm to get my attention!

I’m in the zone!

This is the kind of focus you need when writing your books and to the same extent (but in a slightly different way, which I’ll talk you through next) when you’re running Ads, particularly if you’re a newbie to Ads.

How The Power of One Relates To Ads

After all this talk about focus, working out, driving, children, etc. you’re probably wondering when I’m going to start talking about Ads in any meaningful way!

Well, right now!

If you’re running Ads to your books for the very first time, chances are, you’re somewhat overwhelmed. Your personality will determine how overwhelmed you are on a scale of 1–10, but you’ll be in there somewhere!

My whole reason for writing these articles for you each week is to help you reduce your overwhelm. And today, with a little help from The Power of One, I’m going to do exactly that.

It’s very simple really…

If you’ve just started running your first Ads, or you’re about to within the next few days or weeks, the best advice I can give you is to start by advertising on ONE platform.

That’s it.

Don’t try and learn the ins and outs of Facebook Ads, Amazon Ads and BookBub Ads at the same time. This is an almost certain route to burnout, frustration and poor results from your Ads. Which in turn will lead you to believe that Ads don’t work.

Ads definitely do work, but they require the focus and attention we were talking about at the beginning of this article.

They require you to be in the zone.

It comes down to Inputs and outputs: rubbish in, rubbish out. Poor quality work in, poor quality work (and results) out.

The dashboards and interfaces of each of the BIG3 advertising platforms for authors are very well laid out, but they each have their own intricacies and differences. They also have their own terminology and way of doing things.

If you’re trying to learn each of them at the same time, your brain has a high chance of confusing platforms, dashboards, metrics, data, results, terminology and more!

So, my advice is this:

  • Pick ONE advertising to begin with
  • Familiarize yourself with the dashboard and interface of this platform
  • Run some Ads on this platform for at least 30 days
  • Learn to understand the data that your Ads generate
  • Become 80% comfortable with this Ad platform (there’s always more to learn and platforms adapt and evolve continuously)
  • THEN start the process again with a SECOND advertising platform, whilst continuing to run Ads (and learn) on the FIRST platform (if your budget allows)

When you direct your complete and utter focus on one advertising platform, great things can happen, because you’re not splitting your focus in 3 (or more) different directions.

A career as an author has a lot of moving parts as it is; don’t make things more complicated than they need to be. Focus on ONE advertising platform, become proficient at that one platform, then when you’re ready, layer on a SECOND platform.

Now you might be thinking… this all sounds great, Matt, but which Ad platform do I pick as my ONE?

I’m glad you asked!

I actually recorded a podcast episode on exactly this topic: Listen to Episode 2 of The Author Ads Academy Podcast

If you haven’t got the time to listen to this podcast right now, here’s the short answer to which Ad platform to start with, in 2 words: Facebook Ads.

I go into more detail in the podcast, but essentially:

  • Facebook Ads produce results very quickly (something Amazon Ads doesn’t do)
  • Facebook Ads are great at selling full price books (something BookBub Ads doesn’t work well for)
  • Facebook Ads work well for almost every genre, fiction and non-fiction alike

If you want to learn more about Facebook Ads and learn how to get things up and running within the next 7 days, I have a 7 day Facebook Ads Course you can start today (at no cost whatsoever) right here: Start The 7 Day Facebook Ads Course

To wrap things up this week, I want to leave you with ONE word:


Which I like to break down to:


All the best
Matthew J Holmes (Matt!)

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