Expectation & Desire—Cultivating Fans, Not Just "Readers"
We talked about this earlier in the week, but when I first approached agents with the idea of a social media book for authors, I was nearly stoned. All readers want is a good book, was their cry. Yes, that was true before our world inalterably shifted with The Digital Age.
In 1993, we didn’t expect an instant reply to a phone call. In 1996, we knew to just go make a cup of coffee while we waited for our dial-up Internet to load a page, because we didn’t expect for a page to appear in a fraction of a second.
In 1999, we didn’t expect our cell phones (the few who owned them) to take brilliant pictures, play music and offer us high-speed access to the Internet so we could make reservations for dinner, buy movie tickets, or do some Christmas shopping while stranded at the doctor’s office.
These days? How quickly would you change Internet providers if you could only open one screen and it took 3-5 minutes to load?
The Difference Between Expectation and Desire
Readers expect a good book. They expect proper grammar, punctuation and formatting that doesn’t look like it was performed by a sloth with a severe Valium addiction. These are basic, fundamental expectations…and they no longer impress people all that much.
Give you an example. I took my niece to a very expensive fine-dining establishment for her graduation. I saved the money to give her a treat. I’d chosen this restaurant because it was the one place Hubby and I would go to celebrate big events, like our wedding anniversaries.
Because, the first time we went there, we were greeted as if we were the most important people in the world. Instead of working middle class, we were A-Listers. A hostess guided us to a candle-lit table scattered with fresh rose petals and an artful bouquet of flowers. There was a card telling us Happy Anniversary and it was signed by all the staff who told us how grateful they were we’d chosen their establishment.
I am not a fan of seafood, but decided to give it a try. Everything they served had been swimming in an ocean 24 hours earlier and was fast-tracked to Central Texas. I never knew fish could actually taste soooo good, namely because all I’d ever been served was frozen mush that tasted like a freezer.
The waiter tended our every need. When I mentioned I had food allergies, the head chef came out to the table and worked out a special dish just for me. At the end of our meal? The staff arrived with free desserts for both of us. The chef had personally crafted one for me to accommodate all my allergies.
Every time after, the staff of this restaurant treated us as if we were the most special people on the planet. I was a DIE-HARD FAN and we rarely eat out. When we did? This was the only choice, the ONLY place I wanted to eat. And we had to plan, not only because the place was pricey, but it was tough to get reservations if one didn’t do it far in advance.
It’s May of 2013 and I call for reservations at my all-time-favorite restaurant to celebrate my niece’s graduation (she’d won a scholarship to study abroad for the summer). I told the reservationist how important this event was. My niece has grown up in a family where Golden Corral was about as fancy as dining ever got. I wanted it to be perfect. I spent days telling my niece how amazing this place was.
We arrive and the first thing the hostess says is, “Where do you want to sit?” and points to an empty dining room. No table. Nothing prepared. Every time I asked anyone a question, the answer was, “I don’t know. I haven’t worked here that long.” The table is set with chipped bread dishes and dirty glasses. I call over one of the staff and hand her my bread plate and say, “You guys might want to throw this away.”
“Why?” *blank stare*
“Because there is a chip and I don’t want food poisoning.”
When the waiter arrives, I explain in detail about my food allergies and order a dish that is simple. All they have to do is leave off the butter sauce. I tell my niece to order whatever she wants, it’s her special day. She orders the lobster, which was $90. Our food arrives and guess whose food is swimming in butter?
We had to sit and wait twenty minutes while the food was remade. No visit from the chef. No apologies from the manager.
In short, I was fuming by the end of the night (and mortified). $220 for a meal, and the service would have been better at Mexican Inn for $30.
See, when we first went to this restaurant, we expected clean glasses, plates that weren’t chipped, servers who could answer simple questions (or make an effort to find the answer), who could take basic instructions. We expected excellent food. That alone? We would have been happy. But the original restaurant gave us more than expectations, they gave us our DESIRES.
Meet expectations? We create customers. Meet DESIRES? We create a cult following.
We desired to feel special. We desired above and beyond…and they gave us what we desired. THAT was what made me willing to save for two months to go to THAT dining establishment.
How Does This Apply to Books?
Readers expect good stories, just like we expected clean glasses. But what do our readers desire? The same thing we desired at the restaurant—to feel special, to connect, to have someone focus on us for a change.
This is why social media is such a game-changer. When we blog, we serve others. We have books to write. We don’t have to blog, but we’re going the extra mile to inform, connect, engage and entertain. Readers are expecting to be spammed by authors, yet they desire to know them and connect with them.
The writer who automates pre-programmed tweets and never talks to anyone, is like that restaurant who thought they could keep business by simply having a fancy menu and doing the bare minimum (and not all that well). I would venture to say the empty dining room should have been my first warning to RUN!
When we give others (readers or potential readers) what they desire, this is when we differentiate. There are scads of other social media experts who have books. Go to their Twitter and it takes a half a second to realize it is all pre-programmed, self-serving fluff. This is why if you see me on Facebook, Twitter or anywhere else on social media? It is ME.
I don’t want to eat spam, so why would others? Yet, by looking inside, I know what I desire—meaning, connection, fun, engagement, recognition, and to feel someone cares. That is what I desire and I’m not any different than most of you or even the people who might buy my books (or even yours).
By serving people more than what they expect and, instead, seeking to give them what they desire, THAT is how die-hard, lifelong fans are made. A good book is what people expect, but search inside and ask, “What do readers desire? And what ways can I give that to them?”
I love hearing from you!
To prove it and show my love, for the month of December, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).
Also, here is a list of WANA International classes and Christmas specials.