Setting out on a mission of revenge, the hero is told to dig two graves. One for the villain and one for himself. When setting out on a mission of self-promotion I have learned to dig eight graves.

One for me, one for my dignity, one for my pride, one for that random werewolf that always attacks me, two for anxiety because that sucker is portly and depression resurrects him on the regular. Two more just because I like digging. And the eighth grave for this entire metaphor.

So, to whit: anxiety is getting out of the grave, but I defeat the werewolf?

This is my problem, you see? I’m a writer and a communicator, but my preambles are deadly. Weaponized elocution right here.

I’m the self-published author of two fantasy novels. And promoting your self is part and parcel of the experience — and something that more and more people are becoming familiar with. You can’t wander into any social media space without seeing people hawking and flogging everything from albums to alcoholic cookies. It’s something that innumerable people will offer to instruct you on in never-ending neon-rimmed posts on Twitter and FB. As the arsenal of marketing feels ever more at our fingertips, it becomes easier and easier to feel dumb for not doing it right.

I feel pretty dumb.

But this really isn’t about self-promotion. It’s about the buzz-saw.

So you make a thing. A book, a record, a drawing, a video. And then you pick it up in your arms and you look at it. You like it. It’s got problems, sure, but it’s a good thing. But now you have to get that thing to other people. Fortunately, the human race has equipped itself with the most potent communication tool in history. So you put it up.

And nothing happens. Except you walk right into the buzz-saw. The deafening un-sound of one droplet in a rainstorm.

You bring the thing up at parties. In casual conversations, in careful status updates designed to hide the sales payload, in fervent harangues over too much beer, you put it up. And nothing happens. The buzz-saw whirs and more sawdust flies off of you.

There is a certain weight you need to carry your thing forward. A certain percentage of your psyche you need at fighting form. The buzz-saw cuts that weight off you. If you’re not careful you are splinters before you realize it.

You put it up again. You read guides, you watch YouTube videos, you go to conferences. Everyone tells you how to carry the thing. How to get the thing to the other people. The buzz-saw whirs. You put the thing up three times a day, five times, ten. You blog-hop and tweet and podcast and jibber. You find sawdust in your pockets and crammed in the crevice of your car’s console. You can’t use the cup holder anymore there’s so much of it falling off you.

A lot of nights it’s just you and the thing. Huddled under the brown comforter and thumbing your phone through the endless places you want the thing to be. Wistfully weighing other people’s things — things no better or worse than your thing! — and feeling the buzz-saw bite.

And you can’t stop. Not now, not ever. Because if you do, no one else will carry the thing. That light will go out and not even the dark will notice.

So you keep walking into the buzz-saw. People help you of course, it’s not all disintegration. A new review, a friendly word, someone makes a thing because of your thing [!], you get a great idea for a new thing, or a new part of the old thing, or an old thing you can do in a new way. There’s a lot of us on this side of the lumber mill and you take strength from swapping scar-stories. I’m always astonished by those that live in the teeth of the buzz-saw, mashing those buttons with fever intensity. We all roll our eyes — but I also quietly give them the gunslinger nod. They are stronger than I or less fragile or just made of more wood.

I am mostly sawdust. I am chicken-shit. I barely get touched by those metal fangs and I’m reeling back on the ropes. But — and this is the important bit — I don’t stop. At least not yet. At least not yet.

So to all who press against the buzz-saw, with their thing cradled carefully in their arms, I salute you. To all those who cannot or will not press on, I salute you. To all the things, a toast. May we all pass the metal destroyer and watch our things fly beyond us into a wider world.

[This originally appeared on Medium – is anyone else over there? I don’t really know what that place is for, if you’re over there could you help me figure it out?