Remember that just like return on investment has to define both “return” and “investment” are, the idea of whether or not you’re paying “too much” requires defining a couple of variables. This becomes important not only in self-promotion, but also in running your writing business and determining how you use your time.
For an example, we’ll use a dog kennel. Specifically, the one I got J-Dog.
Unlike L-Dog, fireworks drive her crazy. This last year the fourth of July fell on a Monday. I had people setting off fireworks from Friday night on. She tried to hide under my desk, under my legs, and behind a recliner. The last (knocking down a floor lamp in the process) was it.
She had to get a better kennel. Kennels are supposed to help dogs by providing a “cave-like” atmosphere. J-Dog’s kennel was a wire one with no walls. She much preferred L-Dog’s, but he was busy using his own.
So I searched. Second store I went to, there was a near-perfect match to L-Dog’s kennel. I bought it, and because the wheels were missing, I got a ten percent discount. I later found a little bit of (unimportant) damage. I probably should have gotten a twenty five percent discount. It was an item old enough it wasn’t in the system that was missing parts and had a break in the wall.
I’m still happy.
Even thought I might have been annoyed – that would have been a sizeable chunk of change – I chose to be happy about my deal. It was a seller’s market – that means I was probably going to buy the kennel regardless. They got what they wanted – and so did I.
That’s the kind of decision you have to make. Don’t let yourself get ripped off, but at the same time, don’t hold yourself back because of a “might be” that isn’t actually there.