Strangers on the Interwebs

When Beth and I set out to become Luminous Creatures, we knew nothing about being self-published authors. We simply wanted to do it, and with characteristic earnestness and eagerness, we leapt into the deep end of the pool. Marketing quickly emerged as our butterfly stroke—you know the butterfly stroke, the one no one can learn, the one that makes you feel like you’re a flailing cow in the water? That’s marketing.

Our deepest marketing questions: In a market flush with too many options, how d...