If a writer publishes and nobody notices, did it actually happen? To the writer, absolutely. That’s weeks, months, or years of gnashed-teeth labor in those pages. But to the rest of the world, not so much.

Ron Chernow’s mammoth new biography of Mark Twain shows how the great American humorist, sentimentalist, lecturer, anti-imperialist scold, and failed entrepreneur got people to read what he wrote. First, he lived a hell of a life:

Mark Twain discarded the image of the writer as a contemplative being, living a cloistered existence, and thrust himself into the hurly-burly of American culture, capturing the wild, uproarious energy throbbing in the heartland…

Brimming with material, Twain then grabbed the nation by its lapels:

A protean figure who played the role of printer, pilot, miner, journalist, novelist, platform artist, toastmaster, publisher, art patron, pundit, polemicist, inventor, crusader, investor, and maverick, he courted controversy and relished the limelight. A ferocious bargainer and shameless self-promoter, he sought fame and fortune without hesitation and established the image of the author as celebrity…

There are limits to this approach, of course, as any writer whose publisher has anxiously inquired about their social media reach knows.

But what Twain knew is that people are busy. They have a lot of things they would rather do than read what you wrote. Harlan Ellison wrote stories in bookstore windows.

Do what you have to do.