Brain Games—Are You Unwittingly Killing Your Book Biz?
The past three weeks have been the weirdest game of telephone ever. In my scandalous post Pay the Writer, I knew this would happen but there really was just no getting around it. I knew the second I made any negative commentary about a sacred cow (used bookstore) we’d have problems.
I also knew my post was going to ripple through the web and get redacted down to the juicy and untrue morsel of: Did you hear? Kristen Lamb hates used bookstores.
But this is a really cool lesson in neuroscience and communication and I believe that nothing should ever be wasted. I’m going to use this to show you some cool tricks that will help you reach out to readers, improve your book sales and up the effectiveness of your promotional efforts.
THANK YOU Critics for Proving My Point
So, this all started when I got pissed off at writers (not readers). Writers were sharing an article with a click-bait headline that was bashing Amazon (and by association all on-line retailers) and digital while hailing the great return of the used bookstore. All would have been fine…had the article simply been hailing the return of the used bookstore. I love used bookstores. Need a 12 Step Program for the money I spend there.
But the article wasn’t just hailing the return of the used bookstore. The article was using this as an opportunity to bash the best (and only remaining) ways authors are paid.
Here’s the thing. All that lovely exposure a used bookstore offers does writers no good if you spend an entire article trashing the only remaining places to buy NEW. And not just any article…a Washington Post article.
And yes, I called foul. It was a dirtbag move that was undermining writers and their ability to earn a living. I knew I’d take heat and I would do it again.
Anyway, back to the brain.
If you read my book Rise of the Machines—Human Authors in a Digital World you’re going to find it has a lot of neuroscience in it. The human brain is a really interesting thing and the more you understand it, the more effective your brand and promotions will be.
Did you know that the human brain only begins listening at the first active verb?
So if you say, “Don’t forget your keys.” What your brain hears is, “Forget your keys.”
Seriously, use this with goal-setting and resolutions and I promise it will change your life. I say, instead, “Kristen, remember your keys.
This was why I knew my blog was going to probably come back and bite me. Yes, I knew I needed to construct it better. I had pneumonia when I wrote it and was ticked off, so I really just didn’t care.
For the folks who took time and read the blog post thoughtfully, they were dumbfounded that anyone disagreed with what I said.
I never really attacked used bookstores. I attacked the article.
I repeatedly said buy from used bookstores and that I buy from them. I even said feel free to promote them…but make sure to educate readers that you don’t get paid there so IF they read something of yours they LIKE, please buy something new.
That’s pretty much it.
And it IS okay to disagree with me. But many people who initially believed they disagreed with me, later realized they actually didn’t. We’d run into terrible miscommunication fueled by my NyQuil induced fugue state 😛 .
The problem (I feel) came as a side-effect of the digital age and that people tend to do a lot of scanning material. And while it was all kind of a pain in the @$$, I think some great discussion about authors being paid has come out of it and today we are going to use it for a very different but VERY useful lesson.
What Went Sideways?
Because I had to add a caveat to many of my assertions, I knew I was running a huge risk. Any audience member who was not wholly focused? I chanced losing. When I wrote an assertion akin to:
Don’t promote used bookstores, unless you then tell readers at some point they are going to need to buy new. If we don’t educate our reader, they won’t know how to support us…
What do you think most people scanning the article likely saw?
Don’t promote used bookstores.
Every single article later criticizing me completely missed the point of my blog, likely because they scanned it or relied on second hand accounts.
Or worse? The reading comprehension in this country is at an all-time low. This morning I awoke to a blog claiming I was up in arms that writers needed to be paid royalties on used books. WTH? Okay, some people apparently need me to blog in crayon and use way smaller words.
I got this on Facebook last night.
For the record, all my human sacrifices are on altars constructed of old hardbacks. Paperbacks soak in blood too quickly and then you can’t finish summoning the demon properly…
Another weird trick about the brain is that order dictates emotional weight/importance.
So, if you work for me as my assistant and I tell you, “I need you to get me Tom’s number, an appointment with the dentist and an espresso.”
What will you assume that I probably want the most/first? What are you also most likely to remember?
If the AC guy shows up and your kids start blowing up your phone with texts and you spill coffee in your crotch and you then look at your watch an hour later…which item are you most likely to recall? That I needed Tom’s number.
Thus, when the original article that send me into orbit began with bashing Amazon and digital sales…then later talked about the rise of used bookstores. What do you think was the most lasting impression on the brain, whether readers were conscious of it or not?
If the brain uses order to assign importance, then many Washington Post readers walked away not just feeling good about a used bookstore. They also walked away believing Amazon and digital were bad because the article began with that.
That was part of why I was so angry. It was a blatant manipulation of the audience. See, people like me can spot the man behind the curtain.
***BONUS TIP: When people are emotional, angry or upset, they will reverse the order (emotional distancing). So, if you are in a fight with your wife and she finally tells you what is wrong? And she says, “You forgot the dishwashing soap, left your clothes in the dryer, and we don’t spend time together anymore.” You are wasting your breath arguing about dish soap. She does NOT CARE ABOUT DISH SOAP. Book a B&B. You can thank me later.
Brain Business—ARE YOU KILLING YOUR BOOK BIZ?
You, dear writer have gone through all this trouble to build a platform of not just writers, but people who might be readers (code for family friends and regular folks who might buy a book). They look to YOU to be their expert and guide.
Since only about 5% of the literate population are the type who inhale multiple books a week, most of these folks may read a handful of books a year if that.
Who cares if it is your book?
Since they are NOT the type of reader who requires an intervention for their habit, this argument about everyone who reads books being so broke they can’t buy new is crap.
Most regular folks? If they want a book, they buy off Amazon or go to a B&N at their local mall. They’re generally not the reader who’s trolling the bargain bins in front of Half Price Books because they just sold some plasma and can afford a couple new Neil Gaiman books.
The BIGGEST mistake too many writers make is they assume they are selling to themselves. That their best market is the avid reader. Yes, we love the avid reader. But she is rare and not our best market.
The left side of the bell curve (the complete non-reader) is not our market at all. But the far-right, the reader who goes through a book a day? That reader would go bankrupt trying to buy everything new. She’s going to buy mostly used or check out stuff from a library and frankly I don’t blame her.
Also, she’s likely going to be a far pickier reader to please, so reviews are going to be much rarer because she’s a tougher to impress than the person who reads two books a year.
So we ignore the non-reader for the most part. Not a bad plan. But then writers ALL chase after the far right part of the Bell Curve (The White Stag).
And THEN we ignore the 90% of the population in need of being informed or entertained. I call those Brown Deer Readers (fat part of the bell curve).
Yes, the White Stags loooove the used bookstores, but Brown Deer Readers? Not so much. And there are a heck of a lot more of them and guess what?
Brown Deer Readers are the game-changers.
J.K. Rowling did not become a billionaire by landing only White Stags. She became a billionaire by captivating the fat part of the bell curve of folks who didn’t believe they enjoyed books…until her books.
The fat part of the bell curve would rather be trying out pilates or watching Game of Thrones or head shooting buddies on PS4.
THIS is the reader you want. It is the reader I want. Why? Because when you captivate these readers this is when legends are made.
There are people who will tell you they do not read. They do not consider themselves readers, BUT they bought every single 50 Shades book in hard cover. They bought every Twilight, every Harry Potter book. They are the most avid fans any novelist can have simply because they are NOT avid readers.
Many of these folks still believe they hate reading…but they love YOUR books.
These people become an author’s single greatest asset. They will not only buy your books, they will evangelize them.
THIS is OUR CUSTOMER.
Now. Go back to what I was talking about. Modern communication.
You post articles and blogs bashing digital and Amazon. Regular people in your platform see those scroll by and since they are not avid readers, they don’t read further. They don’t want to buy books. They like you so they want to buy YOUR book (maybe).
Later, your books come out. I can tell you (from my background) what very likely will happen.
Wow! I see Penelope’s book is out. Better not get a digital copy or go to Amazon. She said it was bad.
And THIS is what started it all. Being aware what we are posting because we are supposed to be guiding our consumers, not confusing them. We cannot take for granted that every person buying our books is an avid reader who understands the book business.
Khaled Hosseini tells a funny story of how his mother bought all the copies she found of his book The Kite Runner in Iran not knowing she was buying pirated copies of his work and that he would never make a dime off her beautiful gesture of support.
Use Our Brains Other Places
How we say things has always mattered. Now that we are in the digital age it is probably more important simply because we are dealing with an overwhelmed and distracted audience. The opportunities for miscommunication are endless.
I don’t regret writing the post, but I could have saved myself a lot of time defending misunderstanding if I’d followed my own teachings.
But phrasing stuff in the negative is so common and it’s a killer. I see writers doing promotions all the time and I cringe because they’re shooting themselves in the foot (I see this with businesses too, btw).
Don’t forget to buy my book!
What did you just tell your audience?
Don’t forget to buy my book! Don’t forget to sign up for my newsletter! Don’t miss this promotion!
Strive to tell people what you do want. It’s far more effective. If you are writing to make a living, you’re going to have to communicate clearly to consumers because it is really easy to confuse them. Yes, I love used bookstores, but I really am fond of being able to pay my light bill even more. So I work hard to promote places I am paid because I appreciate how easy it is to confuse a consumer. Trust me, they can find a used bookstore on their own 😉 .
So what are y’all’s thoughts?
Seriously, now does every fight you’ve ever had with your spouse make sense? Do you now understand why your kid keeps forgetting his backpack? Don’t forget your backpack! Have you spent too much time chasing after avid readers and underestimated the regular folks? What are your thoughts? Aside from wondering why I hate used bookstores 😛
I love hearing from you!
To prove it and show my love, for the month of JANUARY, 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.
And yes, I am a complete and total slacker. December’s winner will be announced later because I seriously had three posts go viral. Great problem to have…but tabulating a winner? Gonna take a little time. Love you *air kiss*
Remember to check out the new classes listed at W.A.N.A International.
Branding for Authors (THIS SATURDAY). This is your best way to get PAID in the digital age. We have to cultivate that 1000 die hard fans. FIND YOUR BROWN DEER!
Also, I have one craft class listed. Your Story in a Sentence—Crafting Your Log-Line. Our stories should be simple enough to tell someone what the book is about in ONE sentence. If we can’t do this, often there is a plot problem. This class is great for teaching you how to be master plotters and the first TEN SIGNUPS get their log-line shredded for free, so you will be agent ready for the coming year.
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.