Eben Mishkin

Cui Bono is a phrase mostly attributed to Lucius Cassius Longinus Ravilla, who gained fame as a judge in the Roman republic before eventually rising as high as being Consul in 127 bce. When asked how he became such a great judge he said he got in the habit of always asking, Cui Bono, 'to whom is it a benefit.' An easier translation is, 'who benefits?' which is how I learned it. And it's one of those things that I've found continually useful in my life.

Cui Bono? I received an email today asking me why I hadn't submitted The Hidden and the Maiden to the Book Excellence Awards‬‬‬‬‬‬‬‬‬. Said email was from the Book Excellence Awards‬‬‬‬‬‬‬‬‬. Who I haven't had previous contact with. Now on the surface, of course, I could benefit. :D !!! Just submit my work and maybe I could win an award or few. Increase sales! Gain exposure! Cui Bono. If this is a real award, why would they need to pursue entrants. We're always looking for ways to increase sales and exposure and clout and claptrap. If you have something worth getting, authors will flock to you like flies. But of course, we can't forget that there is the entry fee. Lots of entry fees. Enough entry fee money that they can afford to pay some poor sad sap to trawl through the internet looking for other poor sad saps who just want someone to read the work they poured years of their life into.

I'm also talking to a book reviewer right now. She's very upfront. She told me why she contacted me. She gave a clear range of her pricing. She made no illusions that she wasn't a business and was clear on her business practices. And you know what, I can work with that. You want to be in business with me for a week or two, cool, let's do business.

It's a very different thing. The reviewer was up front with how she benefitted from me. She was upfront with how she couldn't guaruntee my benefit but that she had all these tools to benefit me if I took up her service. This award is just an award. It does... well I'm really not sure. It portrayed only the ephemeral benefits. That I had a chance at getting. That's the mark of a scam. When only one side will benefit, they don't want to tell you how they're benefitting off of you. A business will show how you both pay and both benefit. Legitimate people will tell you how they benefit because they don't have to hide it. They won't make you guess. Cui Bono?

So next time someone comes to you with a great deal, remember to ask the question. It'll save you lots in the long run.