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I agree with that.100%.
Which is the reason why I can't make non-fiction work anymore for me. A few years ago, you could hit it big without having a personal brand. Amazon helped promote books that you put on their radar through your initial efforts. These days, more marketing is needed and people want to know the author behind the book, want to see the author's blog, YouTube channel, Instagram profile, etc. I don't want to sell my life like that.
There are possibly some non-fiction niches where you could get away without doing this (or even without an author name) but I'm not sure if I still want to write non-fiction. I have one idea in mind but it's not something I'm extremely fired up about so writing a series of books might be a challenge.
That's one of the reasons why I'm learning how to write fiction. Very few people care who's behind a novel they enjoy. It's the fictional characters they care about.
Furthermore, I don't like to sell my life this way, like you think.
For fiction book, do you already have, or plan to have, a dedicated website?
You talk about several books you sold in the past since 2006. Do you have build this business only with your main website think8020 or do you have a bunch of other websites you create only to market your new selfpublished books?
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