Yes, I've been MIA. You noticed. I’m touched. But before you start drafting a search-and-rescue op, let me catch you up.
So, where have I been? Oh, just buried under a mountain of book launch chaos. That’s right—my book (not another cliche business book, thank you very much) has officially been on sale for... less than 24 hours.
The past couple of weeks? A frenzy of last-minute campaign pushes, content releases, influencer outreach, and everything else that goes into making sure Georgie Summers and the Scribes of Scatterplot didn’t just quietly disappear into the Amazon abyss. (Middle-grade novels, by the way, are one of the hardest categories to crack. And self-published? Debut? No-name author? Yeah, it's been a ride.)
I’ve been chronicling the ups and downs over in The Scatterplot Chronicles on LinkedIn—a behind-the-scenes dive into what it’s really like to market a book. Spoiler: some parts are working, others... not so much. If you’re into the nitty-gritty of marketing experiments and campaign learnings in real time, go check it out. Fair warning: the entries are long enough to suggest I’ve done nothing else these past few weeks. I have. I just haven’t slept in over 14 days.
And before we get back to the world of paid advertising... I want to take a moment to say thank you—yes, you—to everyone who’s supported me on this journey. I’m not going to get all sentimental because, let’s be real, we don’t have time for that kind of emotional breakdown right now. Just know I’m grateful beyond words.
And if you haven’t picked up the book yet… well, maybe you’ve got a niece, nephew, or random neighborhood kid you like (or mildly despise). Either way, go grab a copy on Amazon.
But enough shameless plugging—I’m back. Slightly delirious, 72 ounces of caffeine swallowed, and ready to get back to our bread and butter: paid advertising.
Today’s menu includes: the tragic tale of how we got fired by a client (it really is pathetic), the seven deadly sins of influencer partnerships, and how you can get a 3-day free (yes, free) trial to AdVenture Academy. Let’s go.
"The only way to do great work is to love what you do and to appreciate those who help you along the way."
— Steve Jobs
How Not to Build a Freelancer Network
A story from inside the agency...
Our freelancer network consists of over 400 vetted, global contractors. As I write this, we have freelancers active in over 22 countries. Every freelancer has taken our proprietary skills assessment and has had to pass the gauntlet ruled over by Bruna’s mighty and unforgiving fist.
We tend to look at a final product—or at least a workable iteration of a project—and think it just came into existence. That we got lucky, that we just figured it out. But that’s never the case, and it wasn’t the case here.
Back in 2013 (I think), we signed Eargasm. Despite its name, it was a pretty cool company; one of the first clients who agreed to our recently-increased minimum retainer fee.
They needed a bunch of creatives, and we didn’t have anyone on our team with the time and experience to manage the consistent graphic design needs Eargasm had.
So we posted a job on Upwork—a large online freelancer marketplace.
Look, we wanted to really do right by this new client, so the job post was really detailed. It included our company name, the client’s company name, the backstory (AdVenture is a small agency with this new client called Eargasm, and we can’t fulfill the SOW), and we also included a link to the client’s Dropbox folder with all their brand assets, style guides, product shots, and so on. Just to help the freelancers know exactly what we needed. You know, to avoid unnecessary back and forth.
We even boosted the damn post, just for a little extra oomph.
Here’s the problem: We forgot to set the job post to private.
The next morning, as the first few applicants trickled in, Patrick gets a call from our point of contact over at Eargasm. He sounded more shocked than upset; more depressed than angry.
He had been searching his company name on Google—because we had been so excited when we launched our first Search campaign—and the very first organic result he saw was his brand new agency’s job post on Upwork.
Less than a week after hiring us. Dropbox link and all.
Eargasm said they wanted to sue us. For breach of contract, for breach of privacy, for misleading them in the sale process, but most of all, for being such idiots!
Patrick’s Adam’s Apple did its jig and I did my anxious laughter and I think we sort of ignored the entire thing but maybe Patrick sent an apologetic email back, but I don’t exactly remember.
Eargasm didn’t sue us—maybe they didn’t want their brand name on public record—but they did fire us then and there.
You make mistakes, and you improve—now we have a freelancer network that is a well-oiled machine, and even more impressive … we’ve figured out how to be totally transparent with our clients about it. And they love it.
This Gave Made Me a Good Laugh ...
Sin 1: Worshipping Engagement Rates
We’ve all been seduced by the shiny allure of high engagement rates. But here’s the truth: they lie. Giveaways, contests, and “tag-three-friends” posts inflate those numbers faster than a politician’s campaign promises. Real engagement looks different: thoughtful comments and loyal fans who actually care.
How to avoid it: Become a lurker. Read the comments. Are people engaging with the content because they’re invested, or just in it for free swag?
Sin 2: Falling for the Follower Count Trap
Big follower counts? Overrated. I’ve seen micro-influencers with 90,000 followers outsell those with half a million. It’s not about numbers. It’s about trust. The ones with tight-knit, dedicated audiences will drive better results than influencers with bloated, disengaged followings.
How to avoid it: Focus on quality over quantity. Always.
Sin 3: Obsessing Over Demographics
Yes, knowing your audience is important, but don’t let it paralyze you. A great influencer can transcend demographics and create buzz where you least expect it. I’ve seen this firsthand—sometimes the best results come from the most surprising places.
How to avoid it: Be open to influencers whose content and personality align, even if their audience doesn’t check every demographic box.
Sin 4: Micromanaging Content
I’ve been guilty of this. “Here’s creative freedom!” I told influencers… followed immediately by a 75-point list of what to say. The result? Stiff, robotic content that felt about as authentic as a corporate mission statement.
How to avoid it: Let go. Trust the influencer to know what works for their audience.
Sin 5: Tolerating Inauthenticity
One influencer straight-up told her audience, “I didn’t read this book,” but her post was funny, relatable, and authentic—and it crushed. Another influencer pretended she read it and delivered a vague, cringe-worthy post that fooled no one.
How to avoid it: Prioritize honesty. Audiences can smell a fake post a mile away.
Sin 6: Ignoring Negotiation
Influencer marketing is the Wild West. No standard rates, no rules. I’ve been quoted $90,000 for a campaign and closed it at $3,500. Want more content for your budget? Ask. Want performance-based deals? Pitch it. Everything is negotiable.
How to avoid it: Don’t be afraid to negotiate. You’re leaving money on the table if you don’t.
Sin 7: Lack of Patience and Persistence
Influencers are busy humans. Many have full-time jobs, kids, or inboxes that resemble war zones. You’ll get ghosted. You’ll need to follow up (a lot). And those influencer platforms promising instant connections? They’re like dating apps—lots of matches, little substance.
How to avoid it: Stay consistent with outreach. Build relationships. Real results take time.
So there you have it—the seven sins of influencer management. I’ve learned them the hard way, but the effort paid off. Georgie Summers cracked Amazon’s Top 150. Will it stay there? Who knows. But influencer marketing played a huge role in getting us here. And I want to share my knowledge and experience with ya'll.
Thanks for reading.
Until next Wednesday,
Isaac Rudansky
P.S.
- If you’re up for a wild ride through the joys and chaos of creative writing, subscribe to The Scatterplot Chronicles, my LinkedIn series where I spill the beans on my writing and publishing adventures. Check out all the nitty gritty details here.
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