Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Daily Archives: April 5, 2016

Image courtesy of Wikimedia
Image courtesy of Wikimedia

All righty, so last time in Real Writers Don’t Self-Publish we talked about a lot of myths that surround publishing in general and I promised to delve deeper into this subject. I hope, at the very least, y’all walked away with one core understanding about traditional publishing.

Traditional publishing measures one thing and one thing only…commercial viability.

Granted, this often means the author is professional and the writing is outstanding…but that’s isn’t always the case. Some works are published for the sole reason that they will sell a certain amount of copies (refer to Snookie’s memoir). Additionally some of the greatest works of our time are not coming to market (initially) through legacy presses (refer to The Martian).

But here’s the deal. While we certainly don’t have to be leggy-pressed to be “real” writers, self-publishing is no panacea.

The hard truth is there is a lot of junk being published. There are too many people who are so in love with the idea of calling themselves “published authors” that they take shortcuts, and I feel this is likely what irritates many professionals (especially since what this group lacks in skill and talent they tend to more than make up for in mass marketing).

But, the dangerous idea comes when we cut off our nose to spite our face.

We are SO scared that we are going to get lumped in with the folks who, frankly, should just increase processing speed by deleting Word off their hard drives, that we sit around believing we aren’t any good unless the Legacy Gods reach down from Olympus New York and give us their blessing.

NY is not going to give you (or me) a writing career. We have to hustle. Self-publishing actually has a lot of benefits not only for writers, but for traditional publishers as well.

Really, I Mean It

In my post The Ugly Truth About Publishing I explained how the consignment model worked and how mega-stores like Borders and Barnes & Noble obliterated the bookstore landscape. We discussed the terrible consequences writers have endured because of these companies’ greed.

Borders is now a memory and, trust me, Barnes and Noble isn’t far behind. They’re succumbing to the effects of their own avarice. Having a megastore on every corner was a sound business model…until everyone began shopping on-line.

If Barnes & Noble survives (which I highly doubt because, to date, they have not listened to my advice to SAVE them 😛 ) they aren’t going to offer writers all that much of an advantage. These days, their stores are few and far between meaning there are fewer point-of-sales locations than ever.

The remaining stores resemble a department store more than a bookstore. They look like a Starbucks, a Hallmark, a Radio Shack, a Tower records, a Blockbuster and a Toys-R-Us had a baby…oh and there are some books, too.

Screen Shot 2016-04-05 at 9.35.27 AM

It’s almost an ironic homage to all stores/industries first plundered by the megastore.

You will be assimilated. Resistance is futile. 

Btw, that was WAY cooler before Amazon started doing it to them. Anyway…

This transition has a huge impact on all authors because bookstores no longer are the best place for discoverability. Gone are the days where most readers found what they wanted to read by browsing a bookstore. Amazon has done a stellar job of spoiling us and training us to rely on algorithms to help us choose.

People who bought this, also bought THIS.

This means the remaining points of distribution—Walmart, Costco, Sam’s, airport bookstores, drug stores and grocery stores—are the only common points of sale and they only carry a scarce fraction of available titles (and those are almost always established brands guaranteed to sell—you know, “real” writers 😛 ).

The biggest advantage legacy press had was distribution, and in a world not yet shopping on-line? That used to be a big deal. Now?

For the first-time novelist or the novelist who’s yet to be a big brand? Not the big deal it used to be simply because shelf space is finite (and only for a short time) and brick-and-mortar stores are going under and the new brick-and-mortars are owned by The Borg Amazon.

The remaining stores (the few indie bookstores that survived) are generally very small, which means limited inventory. By the time we subtract the classics which will always be a staple and the mega-authors who are guaranteed to sell? *cough Stephen King* 

We don’t have a lot of space left for anyone else.

What Does This Mean?

Image via Bill_Owen Flickr Creative Commons
Image via Bill_Owen Flickr Creative Commons

In my opinion, the author career path is evolving. Traditional’s ability to distribute is still a pretty big deal, but due to market changes, NY can now be far smarter/surgical about how they choose. They need to be picky, especially now when shelf space is more limited than ever.

In the old days, a publisher took on a huge risk hoping a work would resonate with audiences and sell.

Now? They really don’t need to. They can simply look to what is doing well in the indie world then come in and help develop that work/author on the next level.

Try to go through an airport without seeing The Martian on a newsstand.

I feel this new trend also allows us to gain a greater diversity of works. Before we could get realtime feedback what audiences were loving, legacy presses were forced into a lot of guess work. They would spot a trend (Twilight) and then ride that trend until the sparkly vampire was beaten to death. Now? They can capitalize on what I am calling The Dark Horse Effect.

What is The Dark Horse Effect?

Image via Flickr Creative Commons, courtesy of Pedro Ribiero Simoes
Image via Flickr Creative Commons, courtesy of Pedro Ribiero Simoes

The dark horse is the outlier no one saw coming. It’s the candidate or competitor about whom little is known but unexpectedly wins. Instead of NY trying to create lighting in a bottle, now they just have to catch it.

It is impossible for NY to capitalize on the dark horse author without self-publishing. Why? Because by definition a dark horse is no one anyone expects to win, and last I checked? NY wasn’t into that.

Self-published/indie authors have much more freedom to experiment with writing that would have been patently rejected ten years ago. I know I keep mentioning The Martian but it is a stellar example because it breaks all the rules.

Too Much Science

Self-published book and now a major motion picture. BOO-YAH!
Self-published book and now a major motion picture. BOO-YAH!

First of all, I’ve read the book and it is very science heavy. I could see an agent going cross-eyed and telling Weir to cut all the talk about chemistry, that audiences would be bored. Why? Because usually that is great advice.

But had Weir (in a parallel universe) sought after approval from the Legacy Gods, they very likely would have given advice that wrecked the exact reason this book is so awesome.

Content Published on a Blog is No Good for Publication

For years (and even today) we will hear agents say that any fiction we publish on our blog is no good and not worthy of publication. The Martian, however, shows this is not always the case.

Weir was originally a programmer who left AOL and decided to pursue his childhood dream of becoming a writer…but failed. He couldn’t get an agent, let alone a publisher. So he then left writing and returned to programming, but then decided he would still write his story and offer it on his personal blog where anyone could read it for free.

Initially, his story flopped, but he kept at it fine-tuning and doing more research while honing his writing skills.

It paid off. BIG.

Eventually, word of the story spread and readers started requesting an e-version (the PDF was too hard to download) so Weir uploaded it into Kindle and sold it for .99. Within a few months The Martian rocketed to the top of Amazon’s best-seller list and an agent contacted him.

Soon, Random House called and wanted to make it into a hardcover. Within days, Hollywood called and asked for movie rights. Weir scored a book deal and a movie deal in the same week.

Crowd-Sourcing is Bad

I would imagine that many within Legacy Land would have broken out in hives at the thought of a book being written using crowd-sourcing. But that is precisely why The Martian ended up being so successful.

According to Business Insider:

“Chemists actually pointed out some problems in early drafts,” Weir said. He was able to go back and correct some of the chemistry that’s crucial for Watney’s survival.

Fans of the work were eager to be part of the collaborative process, even if it simply meant helping out with the facts. The writer of that Guardian article blasting self-publishing was adamant that “real” writers possess the decency to make mistakes in private.

But Weir wasn’t afraid to get it wrong in public…and it paid off BIG TIME.

Not everyone has the rhino skin to be corrected publicly, but if we do? We grow up way faster.

Breaking Making the Rules

What all this means is that a work that breaks all the “rules” for what NY might have been looking for in a query letter goes out the window the second they are able to see what readers really want…in sales figures.

NY didn’t have to guess that a science-heavy-crowd-sourced-geek-fest previously offered for free “might” be a winner. They could see it for themselves.

What happens to "rules" when a work is profitable.
What happens to Legacy Press “Rules” when a work is profitable.

I’m also happy Weir didn’t care about being a “real” writer.

As much as self-publishing gets flack, it’s allowing legacy publishers to reap high profits in a world where that’s harder and harder to do. It’s removing much of the guess work out of what readers like and want which helps NY’s bottom line.

It’s also freeing up writers to do what we do best…get creative. We can experiment. Try new things. Adjust, adapt, grow and mature instead of slaving away on one draft for a decade hoping someone in NY will notice.

Additionally, successes like Weir’s prove that a writer can create a platform of hardcore fans before the work is ever published. The single greatest reason authors fail to ever make a living is they can’t escape the gravitational pull of The Black Hole of Obscurity. Now? We can.

The Martian wasn’t released into a vacuum (*bada bump snare*), rather Weir created a core group of die hard fans using…his blog. There was no high-priced marketing campaign or promotion (which doesn’t work as well as writers believe). Rather, it began as a small grassroots fandom that grew roots and spread exploded.

No ads, no algorithmic alchemy, no giveaways, no contests, no relentless blog tours, no slaving away on social media instead of writing. Hmmm. Wonder if he read my book Rise of the Machines? 😛 #heywhynot

Suffice all this to say that this notion that we are only a “real” writer if we publish a certain way is ridiculous. But, we find what fits for us and our work. We try things, we get creative and who knows?

We might just be the next dark horse 😉 .

Are you ready for a perfect storm?

What are your thoughts? Personally, I love this new renaissance and it always thrills me to see how creative you guys can be. I’m also a helpless pawn on Amazon—the crack-meth-heroin dealer of books. I am now listening to three audiobooks, reading one novel and another novella on my Kindle. Yes, I am ADD but I do finish 😛 #donotjudgeme

I am also completely spoiled that when I find an author I love? I can buy that writer’s entire backlist…probably far too easily.

I LOVE hearing from you guys!

To prove it and show my love, for the month of APRIL, 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.

March’s WINNER: DK WALKER! Please send your 5000 word WORD document (New Times Roman and one-inch margins double-spaced) to kristen at wana intl dot com and CONGRATULATIONS!

Before we go, I want to give you a heads up especially if you are thinking on attending a conference.

I’m holding my ever-popular Your Story in a Sentence class. Can you tell what your book is about in ONE sentence? If you can’t? There might be a huge plot problem. This also helps if you are ever going to query or pitch an agent. The first ten signups get their log-line shredded by MOI for FREE.

Also speaking of FREE, I’d like to mention again the new class I am offering!

How and WHY are we using FREE!?

Making Money with FREE! As a bonus for this class, my friend Jack Patterson who’s so far sold over 150,000 books to come and teach us how to ROCK the newsletter. This is in excess of two hours of training and the recording (as always) comes with purchase.

For those who need help building a platform and keeping it SIMPLE, pick up a copy of my latest social media/branding book Rise of the Machines—Human Authors in a Digital World on AMAZON, iBooks, or Nook