It’s interesting what people will latch onto.
I didn’t name “Owen’s Law.” I think that was Keith J Davies of Echelon Game Design, though someone might have done it before him I didn’t notice. And I certainly didn’t turn it into a hashtag. That was definitely Lucus Palosaari, project manager over at Fat Goblin Games. So I’m using their terms, because not doing so seems disrespectful, but I’d be just as happy to see the idea spread without having my name attached to it.
So whatever you call it, the rule is this. “If you mention a product you sell or make money from, link directly to where people can buy it.” The broader application of the rule can be stated as “Make it easy for people to give you money.” Though that one also a lot of other corollaries as well.
Now I am not the appointed keeper of Internet etiquette, and I know some folks don’t like to “hijack” threads or commercialize non-commercial discussions. I’ve been very clear that no one should worry about either of those in any online space I control. My Facebook page is there for gaming and gamers, and if a discussing makes you think, “WOW, that sounds like people involved in this idea might like to buy my Advanced Guide to Halfing War Baking!” then by all means, mention it AND post a link.
Really, once you are calling attention to a product, why make people actually interested in it do a Google search for it? I don’t see posting a link as any more intrusive than telling people talking about where their favorite burgers are not just that you like In and Out, but that there’s one down on Main Street. It’s additional, relevant information. And, in this case, it cuts barriers between people who want to give you money, and the actual act of you getting paid.
This is especially true of independent creatives. Your best advertising is word of mouth, but that has to start with you. Telling folks about your awesome stuff is good, but if they don’t take the steps to buy your stuff and then discover they love it, they can’t tell OTHER people how much they love it. And in my experience, people are much more likely to follow one click and then make a buy decisions, than they are to copy the name of your product (which I hope you got right), paste it into a search engine, choose and click on a link (that I hope is a sales site and not a review with no cart options), and THEN decide if they want to buy it. It doesn’t sound like much work… but what is the advantage to you of making them do that work?
Also, if you have fans, posting the link makes it easy for them to SHARE that link. Now you aren’t dependent on them getting the products name right, and your name right, AND for interested buyers to do the Google Search tango to get to a buy screen. If you paste the right links in when you talk about your products, your fans can easily share the exact link you want buyers to see and use.
Of course, don’t be obnoxious about cramming a mention of your products in everywhere you can. People will tune you out. I prefer 3-4 social media posts about things other than my products for every 1 that has a buy link. But if you restrict yourself to announcements that actually seem like news and are posted in appropriate venues, and mentions of your material when and where it’s actually relevant to the topic at hand, you can boost your visibility, save members of the community some time, and “Make it easy for people to give you money.”
And as a final #OwensLaw note, this need not apply only to your stuff. It can just be a cheap, easy way to support other groups in your community. Obviously I didn’t have to post links to Echelon Game Design or Fat Goblin Games above… but it cost me nothing to do so, and if any reader finds even the company names interesting those links saves them the time and effort of looking the companies up. That increases the changes of more people having more fun, which I always see as a good thing. And, it may earn me or my blog goodwill, which is great.
Speaking of My Stuff
I couldn’t do an #OwensLaw post without some shameless self-promotion. I have a Patreon, and the money from it helps support this blog and it’s free content. And, today, I added a minor coda to how I use #OwensLaw to boost visibility and sales as Patreon-exclusive content.