Author Brands & Book Sales—Why Boutique is BIG
Normally my blogs are all about telling y’all you are not a special unique snowflake. But yeah y’all are but don’t get a big head about it 😛 . We just need to discern the places we are not special (I.e. we all have to do the work) and figure out the places we are and then USE that, especially when it comes to creating an author brand.
We’re now into the Digital Age, and the ramifications of a connected world are still being revealed daily. But, there’s one trend I’d be hard-pressed to argue with. The 20th Century was all about homogeneity. Madison Avenue flourished by telling us which clothing brands made us cool, which car made us special, what foods were “healthy.”
Information was controlled by gatekeepers and commodities restricted by retailers, thus homogeneity was the goal. Homogeneity was simpler and required less paperwork and thinking.
Generations bought Wonderbread because it was “fortified with vitamins” and “good for your kids.” In 1986? Hope you liked stirrup pants. There was a cultural need to “fit in” and be like everyone else, especially those who were the “cool kids.”
“Pillars of Same” Go Crashing Down
With the advent of the Internet and widespread use of social media, homogeneity is crumbling. Individualism is now revered more than ever in human history (often to the point of being irritating, but that’s another post).
And, no matter how weird, off-beat, or All-American we want to be? There is a subculture to embrace our style. Mega-trends have lost their power.
What this means is that, as consumers are faced with more and more choices, they’re segregating themselves into smaller and smaller subgroups. Love tattoos? Minis? Tattoos of minis?
Can’t get enough of Jackson Galaxy and cat whispering? Are you Stay-at-Home-Mom who kicks butt on a Roller Derby Team each Saturday? It’s all out there, and most of us are a unique mixture that can’t easily be categorized.
What all of this means is that 20 years ago, we knew which table to sit at–Jocks, Preps, Nerds, Geeks, Good Kids, Band Kids, Kid Who Smells Like Old Carpet. The lines were clearer, namely because we had only a handful of networks and limited retail outlets to define our identity.
Now? We have the reins of individual freedom and we like it.
What Does This Mean for Publishing?
Big publishing has a number of limitations. First, their size. Second, massive overhead. Third? 20th Century thinking. They have to find the mega-trend to stay in business, but what does this mean in a marketplace that is rapidly shifting to micro-trends?
NY is less able to spot the micro-trends, because in a world of algorithms, numbers and spreadsheets, one relies on the past to predict the future.
Business is always looking backward in order to move forward. It’s like trying to drive our car using the rearview mirror as the main guide. Says a lot about where we’ve been, but gives limited information as to what’s ahead.
Indies Have Revealed the Micro-Trend
We’ve talked about the Fifty Shades of Grey phenomenon, yet I will point out that I’ve met agents who turned down the manuscript. It was through E.L. James’ massive volume of independent sales that the micro-trend surfaced and then NY could turn this success into a mega-trend. A genre which received little to no attention has grown exponentially.
This was one of the reasons I recommended NY create e-book divisions as early as 2009 (REAL e-book divisions, not vanity-press retreads). Find a good book, give it a chance and see if the trend emerged. If not? The product cost less to produce and the writer could earn a higher royalty.
Even if the book didn’t sell bazillions of copies, writers didn’t have to sell that many books to make a healthy living and be freed up to write more books. Now instead of NY banking the farm on finding the ONE mega-trend, they could reap the rewards of countless micro-trends.
Which is exactly what Amazon has been doing.
Amazon doesn’t need one author to sell two million copies (not that they are opposed to it), but they can easily have 20 or even a 100 authors sell two million copies. The money spends the same.
This is Why Social Media is Vital for Authors
Social media is vital for keeping our fingers on the pulse of the public (code for “readers”). We can use blogging to define our brand then use content to attract those who share our “subculture” tastes (I teach how to do this in my blogging class 😉 ) .
It’s the main reason it’s death to be the All-Writing-All-The-Time-Channel. That’s a one-dimensional subculture that is overfished and quickly grows stagnant.
Also, any writer worth his/her salt is interested in a lot of things.
The more we feed our subculture, the healthier it becomes, and the more loyal.
We are all seeking our peeps, our tribe, our “friends” in a world that has become explosively larger.
Modern humans are overwhelmed with the sheer volume of choices, and, as a response, we stick to what we know. Sure, in 1999 we LOVED the megastore because it was new and shiny. Almost fifteen years later? Mega stores are going extinct.
In fact, in 2012…2012! I spelled out a plan to save Barnes & Noble. They didn’t listen, but apparently Amazon did. B&Ns are going under simply because they failed to appreciate the power of being small.
Boutique is BIG
We’ll pay a bit more to shop at the corner market who appreciates our love for exotic sushi, GF hot dog buns, and foie gras. We can buy Wonderbread at a supermarket or go to the small boutique grocer that sells sprouted grains for those of us in the crowd of Wonder-Why-We-EVER-Ate-Wonderbread.
Boutique stores thrive, but so do boutique BRANDS.
But There’s a Catch…
To spot and nourish the micro-trend, we must be present.
This is one of the many, many reasons automation gives me a twitch. Micro-trends can earn us a healthy living. A single writer doesn’t need to sell as many books to keep the lights on as NYC does. Also micro-trends have the potential to grow up to be mega-trends.
Spreadsheets can’t tell us as much as people can. And, trust me, people have a lot to say. Numbers can’t tell us as much about the future as relationships can.
What are your thoughts? Do you love a world where you can define your own style? Create your own genres? Mix in your varied interests? Have you met people on social media with similar hobbies that you’d never have met in person?
I LOVE hearing from you!
To prove it and show my love, for the month of SEPTEMBER, 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).
Check out the other NEW classes below! Including How to Write the Dreaded Synopsis/Query Letter!
All W.A.N.A. classes are on-line and all you need is an internet connection. Recordings are included in the class price.
You’ve written a novel and now are faced with the two most terrifying challenges all writers face. The query and the synopsis.
Query letters can be daunting. How do you sell yourself? Your work? How can you stand apart without including glitter in your letter?
***NOTE: DO NOT PUT GLITTER IN YOUR QUERY.
Good question. We will cover that and more!
But sometimes the query is not enough.
Most writers would rather cut their wrists with a spork than be forced to write the dreaded…synopsis. Yet, this is a valuable skills all writers should learn.
Sign up early for $10 OFF!!!
Bullies & Baddies—Understanding the Antagonist September 2nd–September 16th
All fiction must have a core antagonist. The antagonist is the reason for the story problem, but the term “antagonist” can be highly confusing. Without a proper grasp of how to use antagonists, the plot can become a wandering nightmare for the author and the reader.
This class will help you understand how to create solid story problems (even those writing literary fiction) and then give you the skills to layer conflict internally and externally.
Bullies & Baddies—Understanding the Antagonist Gold
This is a personal workshop to make sure you have a clear story problem. And, if you don’t? I’ll help you create one and tell the story you want to tell. This is done by phone/virtual classroom and by appointment. Expect to block off at least a couple hours.
Log-lines are crucial for understanding the most important detail, “WHAT is the story ABOUT?” If we can’t answer this question in a single sentence? Brain surgery with a spork will be easier than writing a synopsis. Pitching? Querying? A nightmare. Revisions will also take far longer and can be grossly ineffective.
As authors, we tend to think that EVERY detail is important or others won’t “get” our story. Not the case.
If we aren’t pitching an agent, the log-line is incredibly beneficial for staying on track with a novel or even diagnosing serious flaws within the story before we’ve written an 80,000 word disaster. Perhaps the protagonist has no goal or a weak goal. Maybe the antagonist needs to be stronger or the story problem clearer.
In this one-hour workshop, I will walk you through how to encapsulate even the most epic of tales into that dreadful “elevator pitch.” We will cover the components of a strong log-line and learn red flags telling us when we need to dig deeper. The last hour of class we will workshop log-lines.
The first ten signups will be used as examples that we will workshop in the second hour of class. So get your log-line fixed for FREE by signing up ASAP.
Blogging is one of the most powerful forms of social media. Twitter could flitter and Facebook could fold but the blog will remain so long as we have an Internet. The blog has been going strong since the 90s and it’s one of the best ways to establish a brand and then harness the power of that brand to drive book sales.
The best part is, done properly, a blog plays to a writer’s strengths. Writers write.
The problem is too many writers don’t approach a blog properly and make all kinds of mistakes that eventually lead to blog abandonment. Many authors fail to understand that bloggers and author bloggers are two completely different creatures.
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.