Audience. How can we connect to an audience (readers) who will love our stories enough to buy, support and spread the word? This is the ever-present challenge on every author’s mind.

If it isn’t, then it should be.

The post before last, we had a big group hug and sang a little digital kumbayah in my post Help! I’m Having a Mid-Write Crisis! We need a pep talk/reality check every now and then to keep going because we are creative professionals. Many of us didn’t choose this life, it chose us. We aren’t going to be happy unless we are creating because it is part of who we are.

That said, if we are here for the long-haul, it is critical we identify, then connect with and curate our audience. You are not alone. Neither am I. Guess what?

We are also NOT special.

Whether is it art, music, theater, articles, fashion, jewelry, Netflix series, or novels, the hunt for the elusive audience has been a universal endeavor. No one has cracked the secret code for finding a guaranteed audience.

Okay no one except the people who write books called, “The Secret Code for Finding a Guaranteed Audience.”

Locating Our Audience

While locating our audience might seem rather daunting (it is), take comfort that it is also nothing NEW. Great news is what has been done before can be done…again.

Today, I am going to share a tactic I invented years ago and highlighted in my book Rise of the Machines: Human Authors in a Digital World. We are going to learn to do a Word Cloud.

Yes, I know this is a branding book that is eleven years old. I wrote the content to be what is called evergreen, meaning the principals I teach in it work no matter the age, time, or technology. Branding has never changed because humans don’t change.

Don’t believe me? Look at a pyramid then check out Instagram, Facebook, TikTok….

Lotsa CATS.

This is why RoM was all about understanding people. How to identify what they like, hate, love, loathe, are likely to share? It is NOT “The Secret Code for Finding a Guaranteed Audience” but it is possibly the “I Did All the Dumb Stuff So You Don’t Have To.”

While I can never guarantee anything, I can remarkably improve your odds.

Today, I am not going to talk about our product (the books). What I want to do is, hopefully, help y’all think about branding, platform and audience in a fresh way. This means we are ONLY going to do the initial step. If we want to locate our audience, seems only logical we figure out a way to recognize our people when we see them and vice versa.

Identifying Our Audience

This might be a silly example, but before I married and became a mom, I was the auntie to a bunch of nephews, godchildren and all their friends. Though I loathe crowds with the power of a thousand suns, I loved being “Cool Auntie” even more. So, quite often, I’d take a whole gaggle of little kids to theme parks like Six Flags, Disney, the Fort Worth Zoo, whatever.

To keep me sane, we would all dress in some super bright identical color so that I could easily find them, and they could easily find me.

Believe it or not, this is similar to how all humans bond (all animals, actually). We like to find our people. Someone posts a funny meme, or wears an obscure band tee, or quotes some cult classic movie and, Did we just become best friends?

When it comes to marketing for books, you cannot approach it like you are selling toilet paper. Why? Who is NOT using toilet paper? All the ads, coupons and sales are meant to appeal to a vast group of people who’d already planned on buying toilet paper. Books, weirdly enough, are a totally different beast that demand a unique approach.

For brevity’s sake, I explain this more in:

Branding & Attention: Busy Brains in a Busy World

Before we expand on this, I just need to lay a leeetle more groundwork. I promise. It’s critical.

Getting Tribal

Remember the time that all those people who brushed their teeth with Crest mocked the Colgate users on Facebook? Or the folks who preferred Bounty paper towels memed the HELL out of those who bought off-brand on X? What about that time the YouTube video about Listerine users went viral?

Listed among the things that never happened and never will.

WHY?

In sales there are 2 kinds of purchases, low consideration and high-consideration. Low-consideration is like TP, paper towels, toothpaste, mouthwash, etc. Those marketing these products aren’t fundamentally trying to ingrain a new behavior in their customers. This is why price points, marketing and coupons work for low-consideration products.

High-consideration are a totally different beast. When it comes to a high-consideration purchase, we humans get positively TRIBAL.

Mac users versus Microsoft? Mustang versus Corvette? Louis Vuitton versus Chanel? Android versus iPhone?

Notice the Differences?

First of all, these products usually are VERY expensive. A cheap Walmart purse will carry my crap just as well as a Louis Vuitton. Notice, though that LV never holds a BOGO sale? Tiffany’s never has a guy dressed as a gorilla twirling a sign to get people in the store.

Why?

They don’t need to.

Want to start a fight? Tell an Android user your iPhone is so much better (or vice versa). Challenge your souped up Honda against a Mustang. Get a diehard Nike junkie to wear Adidas drip. Tell Dallas Cowboys fans they aren’t going to the Super Bo…never mind.

That’s just being mean.

***But Dallas Cowboys fans will wear the jerseys anyway, right?

Y’all get the gist.

How do books fit into this?

Sadly, roughly 93% of the literate population, if asked to rank “things they’d love to do in their spare time,” would rank reading a book down below doing their taxes and getting their teeth cleaned…at the same time.

As writers, we have to acknowledge that while our book might be cheaper than a tube of toothpaste, it costs what people have less and less of.

TIME.

We are asking people to part with money they don’t have to do an activity they believe they will hate for an average of 12-15 hours they don’t have…and pay money to do this AND tell others how awesome it is.

Easy peasy, right?

Yes, and no. If we are aware that traditional marketing never has and never will sell books, then we don’t wast precious time and money. When it comes to books, we have to tap into the power of the TRIBE.

Show me a runaway success series (in print, on screen or both) and I will show you a rabid tribe ready to devour all things related: Harry Potter, Twilight, 50 Shades, Squid Games. Game of Thrones, The Last Airbender, Hunger Games, etc.

Audience: Who Are We Writing FOR?

Now that I set all this up, hopefully this exercise will make more sense to you. Because I am pretty sure you’d love your future audience to argue over who’s your best character, maybe dress like them, buy merch, argue over who should have ended up a couple, etc. Right? Which people DO.

Hang around Dr. Who fans for 30…okay 15 seconds.

Now that you know what a tribe is and why you need one, how do you locate them? This is the technique I mentioned that is in my book.

I have never before blogged on this.

Get out a piece of paper and hand write this exercise. I want to think about yourself. Pretend you are a jar of pasta sauce and we are listing the ingredients that make you, YOU. Add in favorite books, movies, seasons, colors, hobbies, songs, sensory phrases. Just word barf onto the page (not in neat columns).

The more words the better.

I am limiting here because I just need to do enough to make my point. Also, once you “finish” the cloud, keep adding to it. Heck, have friends and family help out, since they see aspects of you that you might not.

I am going to do three different examples to show you my point.

Author A

Science-fiction junkie, twisted sense of humor, Dune, Anime, Manga, graphic art, first-person shooter games, XBox, zombies, cheesy horror flicks, Army of Darkness, Fight Club, all things Mel Brooks, British comedy, Monty Python, Balls of Fury, Dodgeball, martial arts, Kung Fu movies, favorite holiday is Halloween, haunted houses, live in smartass t-shirts, Sabaton, heavy metal, high fantasy, Dungeons and Dragons, World of Warcraft, paintball with my friends, live music, off roading, microbreweries, building models, Ancient Aliens, no such thing as bad pizza, cat person, take in too many strays, Dr. Who, hate sports unless it’s jousting, Renaissance Festivals, ComiCon, DC, Marvel, Suicide Squad, HALO, Borderlands, live on energy drinks, all-night gaming, Squid Games, George R.R. Martin, Stephen King, Dean Koontz, Shogun, Jurassic Park, creating badass costumes, serial killer podcasts, love the smell of autumn bonfires, way too many hobbies, never organized, adulting sucks, only cookbook I use is my Beetlejuice Cookbook

Author B

Believe in love at first sight, Hallmark channel, bubble baths, wine-tasting, retail therapy, gluten free, chocolate everything, baking, Instagram, TikTok, live in the gym, all things fitness, shoes and more shoes, makeovers, Christmas, decorating for the holidays, cooking big fancy meals for my family, crochet, knitting, adult coloring books to de-stress, hosting parties so can dress up, jazz, Michael Buble, Christmas carols, singing in the shower, smell of fresh flowers, taste of hot chocolate chip cookies, gardening, planting flowers in spring, watching the Westminster dog show, Pomeranians, practicing French because no sexier language, new body lotion, expensive perfumes, essential oils, love stories, movies that make me cry, Joy Luck Club movie and book, hate horror or anything gross, love a happy ending, wrapping Christmas packages, Bridget Jones Diary movie and book, Liane Moriarty, home improvement shows, Lifestyle podcasts, organizing junkie, color-code everything, hate a mess but kids so it is a happy mess

Author C

Voracious reader, love history, prefer in depth memoirs, British History, History of the Roman Empire, read all the Greek philosophers, Epictitus, Aristotle, Thomas Aquinas, Augustine, speak several languages, taught myself Mandarin for fun, member of the Japanese Club in my city, volunteer as a docent at the art museum, recently took up sculpting, love making pottery, watercolor, Japanese Gardens, Japanese Festival in the Spring, Shakespeare in the Park, hot yoga, making my own sushi, vegan, love the big city, museums, subways, Central Park in Fall, Tai Chi, prefer classical music, NPR, history podcasts, cycling, don’t own a car, built a totally green house out of all reused materials, minimalist, love Swedish furniture, run marathons, read the NYT, collect all the Pulitzer winning novels, foreign films, hate profanity, love etymology, not a fan of holidays but enjoy food festivals, watch shows about exotic cooking, inhale history documentaries when I watch television but usually I don’t, smell of pavement in summer after a rain

Profiling the Audience

Okay so I just gave you profiles for three very different “authors.” What else did I give you? The most accurate picture of their audience humanly possible. Look at that cloud and you will see their potential audience (readers) in sharp relief.

Using a little bit of logic, I am pretty sure that Author A isn’t trying to win a Pulitzer with his literary novel featuring rogue samurai. Author C probably isn’t writing science fiction with loads of chainsaws and smart ass kitschy lines. Author B isn’t going to have profanity or violence.

Not to mention that—with Author B—everyone is going to get a happily ever after, whereas I don’t trust Author A not to turn everyone into zombies or Author C not to end the book with a tragic, but noble suicide/sacrifice for the greater good.

Notice that while they all share certain things in common (all writers, all love to read, all enjoy food, all listen to podcasts, all have creative hobbies, all enjoy animals) these authors are NOT IN COMPETITION…at all.

Even if there is some crossover, books are not so cost-prohibitive people cannot buy more than one (unlike a sports car). For the record, many of the items from all three clouds are ME.

Yes, I know. My humor get any darker and NASA gonna be studying it. But I also love cooking, crocheting, and primarily watch documentaries (and horror).

But I am not for everyone.

It is okay to be an oddball. A pattern will still emerge. That pattern is your people.

Trust me.

That is for another post, though.

Find Your Tribe So You Can Connect to YOUR Audience

It is really easy to get overwhelmed in the digital age of publishing. Part of WHY we get overwhelmed is because are trying to reach everyone. We don’t want to reach everyone because we cannot possibly please everyone. Everyone is not our audience.

Not everyone loves my blog, or my writing style or my tacky memes or even me. *clutches pearls* I KNOW! CRAZY TALK! #Philistines

In all seriousness, I “get” that I am in-your-face-salty and my blogs are LONG. Why? Because I am in-your-face-salty and suck at being brief in life and on the page.

Duh.

Thing is, though, people who like my blogs (audience) also generally like my fiction, even if the genre isn’t their usual forte. If you read The Devil’s Dance, it is no shock I wrote it. Pick up a copy of WTH Did I Just Read? 13 short stories of the Hitchcock-ian variety, and I bet you can pick out which stories I wrote.

Why? Because I cannot create anything without leaving my unique fingerprints on my work. Neither can you.

Writers write from who we are (or even who we long to be). It is why we kinda freak the Normies out.

Tribes Make Markets Manageable

Today, we aren’t going to go into any deeper detail because today is all about figuring out who exactly you are writing FOR. Even if you are writing non-fiction self-help books, I hope you can see how each of these profiles offer a sense of style, tone and voice.

The Navy S.E.A.L self improvement book “Extreme Ownership” has a vastly different tone than Rachel Hollis’s “Girl Wash Your Face” and THANK GOD because a world where Jocko Willink is talking like Rachel Hollis is a parallel dimension that should not exist outside of a Rom-Com.

Jocko Willink isn’t getting up at 0330, checking in on X, and then crushing the weights with super sets with overwhelmed moms trying to fit back into pre-baby clothing. He also isn’t giving his audience tips on how to make the perfect holiday basalmic vinegar or get rust stains out of baby clothes.

Though I seriously just cracked myself up.

Jocko, please don’t kill me.

Jocko Willink and Rachel Hollis, while both self-improvement experts, are not even in the same galaxy when it comes to finding their respective audience. If they aren’t competing for the same audience, why would we?

They appreciate the type of person most likely to benefit from/enjoy their content and then the post and socialize accordingly.

Word Cloud and Audience

Once you have your word cloud, you’ll have a far better idea which social media platforms might be a better fit, what kind of content to post, and ways to connect with people who share those connection points in your cloud.

This will make social media a lot more fun for all involved. Each of my imaginary authors can post about the things they love and enjoy and that will attract others who love and enjoy similar things.

Additionally, the content in that cloud has a MUCH higher chance of being shared. The more people share our content, the more algorithms give us favor, meaning our posts will show up in more feeds (and they don’t even have to be directly following us).

I can post an ad about my book being on sale and maybe a couple people (out of pity or fondness) will share. But the nature of the content is that it dies on the vine.

Memes? Funny videos? Inspirational videos? Open-ended discussions where people can have fun and engage? People loooove sharing that stuff and that helps you grow your platform logarithmically instead of linearly.

Eventually you bond, you talk, you klatsche and create your tribe.

What Are Your Thoughts?

For anyone who cannot wait to know what you’ll DO with your word cloud, feel free to pick up a copy of Rise of the Machines. The book goes into a lot of the neuroscience behind WHY people like a brand or don’t. What is going on in the synapses that either makes a love connection or fizzles?

Technology changes, humans don’t.

If you DO write a word cloud, again, strive to make it as long as possible. Feel free to add to it. It should be a living document.

Y’all have any questions about the CLOUD? Anything I can clarify with a post?

I think the word cloud is a really fun exercise and ONLY FOR THE BOLD AND BRAVE, feel free to post your cloud in the comments and what genre(s) you write if you’d like to volunteer for medical experimentation to be an example of what we’ll be DOING with those clouds.

My other personalities only cooperate so far.

Think of it as a cool way for me to get attention comments and you guys to score some free consulting! Win-Win!

***Remember NOT a column. Do like my examples if you want to volunteer *smooch*

Oh, and iPhone is way better. Only serial killers prefer Android *runs away giggling*

The post How to Create YOUR Audience: Identify, Connect, Convert appeared first on Kristen Lamb.

Crisis. Oh, we writers and how we know that word sooo well. I know many of you have been following this blog for quite a few years and THANK YOU. Lord knows we have navigated a crisis…or fifty. In fact, I took a break from blogging this summer to deal with family crises because kids grow up, parents age and entropy is REAL and happily destroying my clean kitchen as I type this.

What I want to address today is I GET IT. There is a lot coming down the pipeline that can feel very overwhelming. Every breakthrough, sadly, comes tethered to a crisis. It is all a matter of perspective.

The automobile was an incredible invention…unless you happened to be the dude who’d finally inherited his family’s horse buggy empire. Automated manufacturing raised the overall quality of life for millions of people while simultaneously rendering many artisans unemployed relics.

Thing is, we can’t have the sweet without the bitter. That is something that never has changed and never will.

Publishing is highly unique in that is managed to remain relatively unchanged for a really, really long time. These days? An industry that hadn’t changed since the Great Runaway Fish Wagon of 1896 now changes more than a bipolar contestant on RuPaul’s Drag Race.

What is a writer to do?

The Mid-Write Crisis

Right now, I know a lot of authors feel ground down and worn out. I know, I have been feeling it. Widgets and whats-its and apps and audio and video and podcasts and now AI? ROBOTS are now writing frigging books?

AHHHH!

But then I sat down, put away the vodka and cookie dough, and thought this through.

This is nothing new. Writers have always been in a push and pull with market forces, distribution, and the whims of readers. Pulp fiction was a massively popular way to make a living writing until WWII and paper rationing.

DOH!

Then, to overcompensate for the curtailed paper supply, publishers started condensing all the paper into novels long enough to bludgeon the entire Clan of the Cave Bear. I know I am dating myself here, but remember going to a bookstore and deliberately buying a book thick enough to use as a weapon so your dollar stretched as far as possible?

So, the super thick books became all the rage. This was where we saw an explosion in richly verbose books from authors like Michael Crichton (Jurassic Park), Stephen King (It), James Clavell (Shogun), Larry McMurtry (Lonesome Dove). Then, over time, oil prices shifted the market again and the bookstores’ shelving practices evolved. Agents decided that books suddenly didn’t need to be any longer than 90K words.

Was it because readers stopped loving epically long books?

Granted, that was what publishers told us. But the truth was that book vendors could fit a heck of a lot more more copies on a shelf if they limited the word count.

Then, when big box stores took over, most mid-list writers who’d made an impressive living with their super long series, suddenly found they were in a crisis. Big Box stores only wanted to stock the most recent book in print. Instead of making money off 70+ titles, in an instant, these superstars were back to wishing on a star that the ONE book might hit big.

Welcome to the Publishing Hunger Games

I wanna be in District 12. They know how to use Book-Tok!

Kidding aside, what IS new about this profession? Truly. Delivery. That is it.

Earlier I joked about how the invention of the automobile was bad news for the buggy manufacturer, but what did they have in common? Transportation. Whether on foot, on horse, by carriage, or by EV, the common denominator is moving people and things from Point A to Point B. That’s it.

Simple.

Now what about writing? We are storytellers! Humans are a story people, meaning technically we will never be out of a job. That said, while we will never be out of a job, this doesn’t mean we get a pass to do our job the exact same way forever and ever and ever.

I used to pick on writers about the blog. We writers create entire universes that never existed, exotic, alien lands, create new languages but the minute anyone told us we had to blog? We blogged about writing…because we were writers.

***Pro Tip: Readers don’t care about the craft of writing unless we authors screw it up.

Sometimes we can get in our own way. We fail to use that wonderful creativity that helps us shape unforgettable stories and apply it liberally other areas of the profession.

It can be a lot.

We are responsible for so many more aspects of our career—web design, covers, formatting, reviews, social media, branding, audio, blackmailing, puppet shows and flea circuses—but that actually means we are also in a lot more CONTROL over our destiny.

Writers exercise more agency than ever in publishing history.

With Great Power Crisis Comes Great Responsibility

Ultimately, I would LOVE to offer you a Publishing Snuggy but this industry is never going to be One Size Fits All. Trust me, I have been exploring a lot of new ways of doing things over the summer, and it looked a bit like this….

For brevity’s sake, we aren’t going to deep dive this too much today. Before we meet again, however, here are some things I’d like you to ponder.

What KIND of author do I want to be? There is no bad answer, but a pulp writer is vastly different from a James-Clavell-Asian-EPIC-SAGA-author.

Am I good at long-form or short-form writing or both?

How are my technical skills? Does technology scare me, and if so, can I overcome that fear to deliver content in new and refreshing ways? If I am not tech savvy, do I know anyone who IS? Can I upgrade my Model-T to a Space X rocket? Or something in between?

Dream up new stories, yes, but also dream new ways to connect future readers TO your stories.

How are my marketing skills? Do I understand SEO? Is marketing/advertising one of my strong suits? If you’re a marketing SEO ninja by day? Use it! If not? Not a game-stopper. We just need to work around it.

Where am I mentally/emotionally at this stage in my life?

What operational pace can I reasonably expect out of myself? Twelve years ago, I had no trouble churning out 5K words a day, while editing, doing hot yoga, Jiu Jitsu, and rescuing kittens. But, I was also younger. I wasn’t homeschooling a gifted 10th grader while helping my aging mother.

This is a career that will have peaks and troughs of what we are physically, emotionally and mentally capable of doing. Remember, the goal is the long haul. We are in a marathon, not a sprint.

What is my WHY?

Yes, we can talk about how to handle the latest publishing crisis, but that will pass. Then there will be another crisis, and another crisis, and y’all get the point. We have to find a WHY that is robust enough to keep us going through good times and bad. We’ll get cooking and booking until we hit that NEW mid-write crisis that we’ll need to push through.

And, the most important question of all….

Am I Boring? No More Literary Meatloaf!

Believe it or not, audiences are in crisis, too. I have over 520 audio books in my library and yet still have credits sitting there unused. Despite my vast inventory, I listen to my favorite 20-30 books over and over because—to be blunt—there’s just so much BLEH on the market. I also canceled Netflix and almost never go to the movies for largely the same reasons.

It’s already annoying culling through the downright terrible, but you what’s even more tedious? Sifting through the sea of mediocrity. That’s in ALL mediums.

One of the reasons Hollywood and Disney (and others) are taking such a beating is because they quit being brave. Instead of taking any authentic risks, they’re delivering us franchise movie after franchise movie. It’s all CGI with no real substance.

The world really wasn’t desperately in need of Transformers 15.

That, or they are taking successful stories, then making surface changes that require no creativity. Let’s make the Wicked Witch of the West…TEAL, and the ruby slippers chartreuse. Sure, because all audiences were waiting on the Wicked Witch to just be a different shade of green. Gimme a break!

***Note: I am putting this in after the fact. I genuinely had NO IDEA there was a movie version of Wicked coming out until one of you mentioned it in the comments, LOL. Hopefully they will deliver something better than most of the remakes.

Anyway….

Audiences are hungry for really great stories a HUGE secret to success these days? DARE TO BE DIFFERENT and tell a really FRIGGING AMAZING STORY! More on that…next time.

What are Your Thoughts? How are YOU in a Crisis?

Have you fallen for the myth that if you just overcome (Insert BS Life Problem HERE) then everything will even out? Is it easy to fall into wishful thinking? To stumble into nostalgia and lose your focus?

I hope everyone had an amazing summer. Me? I’ve been exploring the joys of replacing an entire sewage system (only one of many glorious adventures.)

Do you struggle to set goals with the increased pace of change? Or, are you excited with the new tools out there and accessible to everyone?

If you have something new and shiny you’d like to share, let me know about it in the comments. If there is something overwhelming you that you can’t seem to figure it out, drop a comment and maybe we can work it out together!

The post Help! I Think I am Having a Mid-Write Crisis! appeared first on Kristen Lamb.

Book reviews. Every author simultaneously loves them and loathes them. Today’s post, I hope, not only serves as a guide for my fellow authors, but for the book lovers out there as well. Even if you are the kind of person who only reads a book now and again, my goal here is to show how small actions make a critical difference.

Believe it or not, book reviews are not just for our author egos. Book reviews are not a matter of vanity, rather of survival in an absurdly overcrowded marketplace.

Before the digital age, there was what one called an “editorial calendar.” Traditional publishing houses only released so many books per year. It was not at all unusual to sign a book deal and have a release date a year or even two years out.

This served a critical purpose.

It prevented flooding the market with too many options, particularly variations on the same theme. For instance, when authors pitched a Vampire Romance, agents or publishers might have rejected them immediately. NOT because the book was poorly written, rather the publisher already had slated the maximum amount of similar books.

Thus, the rejection served to assist the writer (and by proxy the publisher). Too many versions of the same idea and it watered down attention for all. The odds of a truly stand alone story diminished greatly.

***Remember when Hollywood released like three different Houdini/magician movies the same year?

Book Reviews and Readers

If you are a reader, no matter HOW you read a book, try to leave a review of some sort. It doesn’t matter if you checked it out from a library, borrowed from a friend, or “stole” it from the Urgent Care waiting room while they held you hostage.

Go to Amazon, ideally. Whether anyone likes it or not that is where most REGULAR PEOPLE look for books/book reviews and try to leave a review.

Yes, feel free to leave a book review at Goodreads. But I will say that, as I have mentioned far too many times before, regular people (*code for readers) have no idea what Goodreads even is. AVID readers do. Readers who are also writers or who aspire to be authors do.

Normal folk? Not so much.

***And a lot of authors steer clear of Goodreads. WHY? Unless things have drastically changed—which maybe they have—Goodreads once allowed trolls far too much freedom to abuse writers.

REMEMBER, 94% of the literate population—if they had to list their top ten or even twenty favorite things to do in their free time—would NOT list reading anywhere in there. In modern society, books are competing against Instagram, TikTok, podcasts, games, Pinterest, yoga, vlogs, YouTube, kitten pictures, and LIFE.

I “get” Amazon might be a pain because you didn’t buy the book there. This was a move to reduce “sock puppets” (fake accounts leaving fake reviews—good and bad).

Yet, since this section is geared toward talking you, the reader, odds are pretty good you accessed/bought the book on Kindle, Audible or Amazon.

WHY the Book Review Matters

The reason a book review is more critical than ever in publishing history is because writers—real writers—are facing extinction. I don’t mean to overdramatize this, but I’ve always been truthful here.

The digital marketplace adds well over a million titles a year, and this number is only increasing…logarithmically.

Whether these are new titles or finally someone digitized that favorite pulp fantasy series from the 1960s, it is a LOT of books.

This compounds on top of titles that are already digitally shelved (essentially) indefinitely.

Unlike the bookstores of old, titles are not swapped out for the “new releases.”

In the 1980s, Michael Crichton was only competing against similar works released in a certain time frame.

He was NOT competing against every book ever written, on top of a gazillion new authors writing scientific thrillers.

Additionally, rogue entities are always searching for new and improved ways to plagiarize and steal. Several years ago, Amazon caught foreign actors taking old romance novels from the 70s and 80s, changing the titles and covers, and changing just enough of the text to pass programs designed to spot plagiarism.

Now, we have AI.

*curls in corner crying*

Maybe this helps you understand the terrific odds the everyday author—whose name does NOT rhyme with “Stephen King”—is up against.

What that Book Review DOES

When anyone leaves a review, it demonstrates that title has a pulse. The more reviews, the stronger the pulse. Amazon’s algorithms (or any on-line site’s algorithms) NOTICE that pulse and will then FAVOR that author’s book.

Once our book is favored, this is when potential readers, when looking for their next read, will see, “Those who liked X also liked Y.” This does more than any amount of advertising, which doesn’t work for books anyway (not like other kinds of products).

Why are there ads for toilet paper? Who’s NOT BUYING this?

Here is WHY Traditional Marketing Does Not Sell Books.

Traditional marketing might not sell books to the everyday person (that post explains why), but it CAN sell to the avid reader.

Places like BookBub are a real boon for an author to score, but therein lies the problem. Though not a specific requirement, BookBub is unlikely to select a book with NO REVIEWS and no demonstrable platform to promote.

Thus, it can become like, “We can’t give you a credit card because you have no credit, but you have no credit because no one will give you a credit card.”

When we leave reviews for authors, this eventually allows them access to better tools to sell their books.

The review—and I am saying this carefully—is also priceless feedback. Ideally, a review lets us authors know what we did well, and maybe areas we can improve.

***Though put a pin in this, because we’ll address this in greater detail in a moment.

HOW to Review

Too many people, including authors, get their heads wrapped around the axle on this. We are masters of over complication.

Breathe.

First of all, reviews do not need to be overly long.

No one is asking for an essay and a point by point dissertation on the story. A sentence or two is FINE.

Secondly, remember there is a living, breathing human being on the other side of that review. Their ONLY “crime” was attempting to entertain us. If they failed? They put in hundreds of hours of work at least trying. Please remember that.

I’ve been a major resource for authors since roughly 2008. No lie here, I’ve had to talk writers out of suicide because of trolls. Several left writing altogether because of vicious reviews (and gaggles of trolls that Goodreads, at the time, refused to rein in).

Brave New Bullying: Goodreads Gangs, Amazon Attacks—What Are Writers to Do?

Which might seem like a writer is being sensitive, but even I have felt compelled to step in on reviews and tell a “reviewer” to knock it the hell off.

It is totally okay to not like a book. It is, however, NOT okay, to be needlessly cruel. While I WILL counsel fellow authors to suck it up and get a thicker skin, I also know it’s impossible to turn off being human.

The sensitive soul who chooses a profession that everyone enjoys and very few appreciate is a person to be cherished.

So they screwed up. Fine.

What did they “screw up”?

It is perfectly all right to say:

“I couldn’t get into the story.”

“The pacing was too slow.”

“The characters confused me.”

“The story was good but the poor editing a major distraction.”

“I struggled to root for any particular character.”

“The pacing was too fast and I didn’t have time to care.”

“Too many subplots. Felt I was in the weeds.”

“Took too long to get to the point.”

“Lack of setting confused me.”

“Fight scenes went far too long. Wore me out.”

“The world-building confused me.”

“Author didn’t follow her own rules for magic.”

“I’m sure it was a good story, but needs a different narrator (for audio).”

These are practical points of why any person might struggle with a story. Comments like these help the writer improve.

What KIND of Book IS IT?

Also, remember to rate a book accordingly. For instance, when I wrote The Devil’s Dance, I did not set out to win a Pulitzer. Readers who LOVED Viet Thanh Nguyen’s The Sympathizer, were NOT and ARE NOT my audience.

I was looking for the reader who liked the humor of a Janet Evanovich mixed with the grittiness of a Dennis LeHane (because humor offset me exposing the reality of life in Texas and the brutality of the cartels). My GOAL was to write a book people inhaled on a flight or a weekend by the pool.

Thus, when reviewing the book, what KIND of book is it?

Then rate accordingly.

If I read a novel that is pretty much designed to be brain candy? I judge it as brain candy.

“How well did the author succeed at helping me forget the world is going to hell in a hand basket?”

Maybe they had anachronisms. That punch bowl didn’t come out until 1863, and wasn’t around in 1859, you MORON. Any idiot with GOOGLE would know THAT.

OKAY. That’s really the hill to DIE kill an author on?

Send the author a polite note in an email if you must. A lot of us appreciate when someone kindly points out we have our digital fly down. We live in a time where we can usually FIX those issues.

Why I Rarely Write Detailed Book Reviews

Before you think I am a hypocrite, let me explain. I always leave some kind of book review if I managed to FINISH. Even if it is just stars and a sentence or two. I generally prefer to write reviews for NF (non-fiction) since it is far less subjective.

As an editor for over 20 years, I think it’s unfair for me to do a thorough book review because I see things mere readers do not. It would be unkind to ruin the “magic” for those looking to reviews to BUY.

I am David Copperfield watching Chris Angel. As a fellow illusionist, I know the tricks of the trade, the trap doors, smoke machines, and misdirection. It’s therefore, uncool for me to spoil it for readers and to hold the author to an impossible standard.

Me pointing out all the word echoes, the lack of continuity, every plot hole, etc. would be ME showing off, and of no help to the author or potential readers.

Yes, I have read books I wanted to throw across the room. But, if most people liked it? I—as a professional showing professional courtesy—leave it be. Just say nothing and leave it alone.

Clearly, others enjoyed it.

I get that some authors out there might be railing at the heavens that readers won’t know if a book is good or bad. Yes, that is a risk. But I also appreciate the ridiculous odds most of us face even getting a book finished and in print.

Cutting the legs off of colleagues is not my thing.

Readers who are NOT writers? Feel free to leave a couple stars then something actionable about why the story vexed you. Or, conversely, why you LIKED IT! Even if it’s just a simple, “Great story. Had a good time. Helped me chill out for an afternoon.”

Boom! Done!

A Note to Authors

I genuinely hope you can share this post with family, friends and those you “know” on social media. Too many people just genuinely do NOT understand WHY reviews—yes, even “bad” ones *weeps*—are important.

Avid readers can be the worst. We inhale books faster than metal bands rip through lines of cocaine.

We’re the anomaly.

We don’t understand why one wouldn’t sell plasma to buy the rest of that fantasy sci-fi series before the next payday. Yet, as much as we LOVE books, we can be the world’s worst at leaving a review.

Stop that.

If we want reviews, we need to give them (as in a “book karma” way). Figure out how, when possible, to be honest, helpful and kind.

We must also respect that there is no automatic quid pro quo. I gave your book five stars, so can you do that for mine? Uncool. I’ve lost people I believed were friends over this.

Sometimes, it’s simply I don’t read that genre.

I “get” that not everyone likes Tales from the Crypt Twilight Zone-style horror/ghost stories. Though I recently posted my new anthology, What the Hell Did I Just Read? I completely appreciate not everyone LIKES that genre.

I’m not going to emotionally blackmail friends, followers and family into saying they like something they don’t.

WORD OF CAUTION on Book Reviews

Getting family or fellow authors to review can be highly RISKY because of abuse in the past. Amazon specifically, frowns on this and can overreact. We chance hitting a hornet’s nest so weight that carefully. Sometimes, Amazon doesn’t blink. Other times? They’re on a book review like SkyNet on a body heat signature.

Most of y’all here? We should be enough degrees of separation to be fine. So yes, your platform is valuable.

The main reason I am saying anything is because if we are reading, it doesn’t automatically mean we are buddies. I read plenty of indie authors I have yet to meet.

I’m rereading The Perfect Storm by Sebastian Junger. I read it when it exploded back in the 90s. It is an absolutely breathtaking book, but I did NOT like the movie (but that was because I should have seen the movie FIRST and then read the book).

Not the author’s fault.

It would be AMAZING if Sebastian and I were BFFs, but we sadly are not….

yet.

Yo, Sebastian! A restraining order is a bit much, right? Love the new blinds, though.

Additionally—and I am saying this with LOVE—some writers publish too soon. I like the new publishing paradigm for a number of reasons.

***Like being able to publish short stories (refer to above).

All this said, expecting a quid pro quo is patently unfair. There are a lot of writers who rush to publish before they’re ready.

I know it is trendy to say NYC and gatekeepers suck *hair flip*, but sometimes they actually save writers from themselves. Every day, I THANK GOD agents turned down my 187,000 word mystery-thriller-suspense-romance-comedy-action-horror-self-help when I was too stupid new to know I was stupid new.

Yes, I am being hyperbolic…but not really.

Book Reviews: Every Little Bit Matters

Whether you are an author who wants a career or you’re a reader who wants more good books, every little bit makes a difference. If we fail to take time to review books we enjoyed (even if it was we enjoyed them enough to finish), then we leave that book to die a lonely death.

What eventually will happen is the writer will become discouraged and give up writing. Then, when all we have are a bunch of poorly written AI-enhanced garbage books, we will have only ourselves to blame.

WE have to inform the market. If we fail to inform the market, then the market can only guess what we “want.” This is where we can tip into things I don’t really want to discuss at this time (like buying reviews).

Do we really want a world where the alleged “cream of the crop” bought their way there? Or do we want them to authentically earn their spot?

The WSJ just suspended their best-seller list and USA Today has also struggled for the past couple of years to keep their list alive. In my opinion—and that is all this is—it is largely due to a dearth of authentic reviews while also struggling to police honesty in the system.

I am not shouting down any authors. I’ve worked in CyberSecurity and there’s so much nonsense coming out of countries most people couldn’t find on a MAP. New world with new challenges.

BUT, together, we can help each other out.

What Are Your Thoughts on Book Reviews?

Are you an enthusiastic reviewer? Any tips to keep from getting in the weeds? OR have you been remiss on leaving a book review? Were you “Today-Years-Old” when you realized just how much your book review matters?

It’s all good.

Look at your Kindle, your Audible list, or that stack on your shelf and take a couple titles at a time and give them a shout-out! Even if it is three stars and you tell them you “loved the world-building but the pace was too slow.” You aren’t being mean and that will actually help the bots sense LIFE. Enough reviews and a book could take off.

That is at least ONE awesome thing about the digital age of publishing. A book listed eight years ago very well could take off as a best-seller with the right push.

Are there some tips, tricks, advice you’d like to add? Because “normal people” code for NOT WRITERS do not understand all this. WE need to explain the best ways they can support us.

The post Book Reviews: Why They Matter SO Much appeared first on Kristen Lamb.

Oddly enough, there has been quite a debate over on Twitter about what we think about a writer who doesn’t read. In fact, going a bit further, the person who posted the Stephen King quote (below) mentioned she’d even seen blogs via new writers who openly claim they don’t read/don’t like reading.

Before we get into this, though, please understand that I “get” everyone has different life constraints, budgets, and abilities. I know there are people with learning issues because I am one.

“Reading” does not have to be paper. It can be digital or audio or even visual. Long way around saying, if we want to be successful storytellers, then probably a good idea for us to be familiar with STORY.

When I used to run a writing group, we had a member who wanted to be a NYT best-selling author, but he never read.

Ever.

Claimed he was dyslexic. Okay. So I suggested audiobooks. Well, no, he was too ADHD to pay attention. All righty. Then I suggested watching films and studying them, but there weren’t any movies he liked.

Y’all seeing the problem here?

Thus, it was never any surprise that, in all the years he brought pages, they never improved.

EVER.

Reading and Writing

Whenever I am reading samples, I can ALWAYS…ALWAYS spot a person who never reads (and usually within a paragraph or two). There are a number of giveaways, but here is a quick list of red flags with N00B written ALL over them.

1. WAY too much stage direction.
2. Huge POV issues, usually guilty of head-hopping
3. Loads of cliches
4. Shallow/repetitive vocabulary
5. All characters sound/”talk” the same
6. Weird tags
7. Serious pacing problems
8. No dramatic tension/loaded with melodrama
9. Super-perfect characters
10. Flashbacks
11. Passive voice
12. Rely heavily on gimmicks (It was a DREAM!)
13. Material rife with basic grammar and spelling mistakes
14. Cast too large/loaded with redundant characters
15. Author clearly DOES NOT understand genre/genre expectations
16. Overwriting
17. Major plot problems
18. Moving/alien body parts (His eyes FLEW across the room. NO! Gets carpet fibers on them!)
19. No concept how to properly write dialogue (sounds childish and stilted or like cartoon villain monologuing).
20. Too much telling and too little showing

Writing is like no other profession. We are rooted in magic. Combinations of 26 letters to create entirely new worlds, people, religions, technology that has never existed before?

Puts the spell in spelling.

This said, writing a novel is a LOT like performing a magic show. Reading helps us learn to see where (other master performers) put all the wires and trapdoors that leave audiences stupefied. How do they use the lighting, misdirection, sound effects, or dry ice? We study all this so we can wow audiences when they attend OUR show.

It’s less about the props of the magic show and more about how we put them all together at the end.

Reading Tools

Admittedly, I was taken aback that some writers don’t read. Was even more astonished they were bragging about it. So throwing my two cents worth in.

I won’t take valuable time to list the obvious benefits of authors reading because that should be self-explanatory. What about the less noticeable benefits? And could those corollate with the “success” rates for “non-reading” writers?

This article spells out several ways our brains benefit from reading, and there are at least THREE of these I see as chronic problems for modern authors who don’t read.

Reading Heightens Connectivity

Part of being creative and possessing an amazing imagination is by making associations. Place two seemingly non-related objects or ideas together to come up with something even better.

When I get samples that blow me away? The writer is always, always a prolific reader. Conversely, if the story is flat, dull, and the premise done to death? Plot utterly predictable?

Guarantee the writer doesn’t read.

We need connectivity not only to come up with original story ideas, but to also piece the entire work together (and avoid being predictable). This connectivity is what will keep our story’s momentum when so many others stall out and die.

Even if we are born talented, writing is a skill that demands study if we want to be any good at it. Much like everything else.

Improves Attention Spans

When we have to sit and READ we are also training ourselves to sit and WRITE. Writing is tough because it requires so much focus. If we allow ourselves to get into bad habits of goofing off on social media, channel surfing, etc. we’ll wreck our ability to pay attention.

The only way the book is going to get written is if we put a$$ in seat and DO IT. Then DO IT until it is FINISHED.

Increases Working Memory

For those who have never FINISHED a book or a novel? It is a LOT to keep up with. I’ve never written a book that was under 83,000 words. Don’t you think I probably need to be able to remember what a character said or did earlier and where it is so I can keep the flow of the book going?

The better our working memory, the faster we’ll locate the necessary research, be able to glance at the plot and check all is okay, and the easier it will be to negotiate longer series. We’ll also be able to write a lot faster since we’ll have the information in our heads, and thus need to refer to notes less often.

Why is This a Discussion?

Ultimately, I am curious why this is even a discussion. To me, a writer who doesn’t read is so odd, it’s like thinking about what the number four tastes like.

That said, I’ve heard the “I don’t have time” argument a lot, and it is true. You probably don’t have time. Very few of us do. It is why we have to MAKE TIME.

If you’re like me, and it is a struggle to sit and READ a book, try retraining your ear and listen to audio books. Yes, I have to back the books up and listen multiple times, but perfect is the enemy of the good. When I find a book that is truly remarkable, I buy in paper…then scribble notes all over it.

Not only do I run a business from home, but I homeschool my seventh grade son. It was getting harder and harder to sit down with a book. I finally hit a point where I figured my writing would improve infinitely more if I “imperfectly” read 100 additional books a year than it would if I read nothing.

Ergo audiobooks.

The Entitled Elephant in the Room

I feel it should be fairly obvious why it’s a pretty good idea for writers to read. To reiterate, I understand time constraints, money issues and learning disabilities. This post isn’t about people who have challenges, who have to figure a way to work around obstacles. This is for writers who openly admit/are almost proud they don’t read.

Which ticks me off to no end.

Bear with me.

If we want people (a.k.a. “readers”) to spend their limited spare cash and seriously limited spare time to read OUR books, shouldn’t we extend the same courtesy to our peers?

How easy is it going to be to sell someone on reading our books if WE go around chirping about not reading/not liking to read? Something like 94% of the literate population are not avid readers. What goes through their heads when an AUTHOR claims they don’t like to read?

I read not only to improve my skills, but to support those other authors in the trenches with me. Reading supports my fellow writers by buying, reading and (if I can) reviewing their books. I also support the INDUSTRY I am in, because if no one supports the industry, none of us will have a job.

What are your thoughts?

Does it seem utterly bizarre that a writer wouldn’t also love to read (or at least love stories)? I read every day as part of habit. Instead of listening to music when I do the dishes, I listen to a novel.

For me, reading is much easier with Audible (and no I don’t work for them but maybe I should).

What about you guys? Do you not feel a need to read and I am somehow way off base? Can you tell if a writer isn’t also a reader? Does it seem weird an author wouldn’t also love that which they create?

Do you feel our profession is too often taken as a scratch-off lottery way to get instant fame and riches? What do you feel about books and the profession of writing?

The post What Do You Call a Writer Who Never Reads? appeared first on Kristen Lamb.

Pain is simply part of life. I think THAT much is clear as we are almost two weeks into 2023 *thinks of carbs and cries* Truth is, we have little control over most of what happens to us. This is true in life and in publishing. Control, in many respects, is an illusion. We can only do our little part on most things then hope and pray for the best.

This might sound a lot like me being a Debbie Downer here, but the truth can actually be quite liberating. When we recognize there is only SO much we can control, it narrows down our focus and all the things we “care” about.

We can set expectations accordingly and realize what is within our purview (finished books sell WAY better than unfinished ones) and frankly, what’s totally out of our hands (novels featuring left-handed snake handlers are all the rage!).

Dealing with Change

Publishing, like every other industry on the planet, has experienced a drastic transition over the past 12 years or so. An industry that had remained relatively untouched for over a century crumbled. Whether we like it or not, Amazon and on-line shopping dismantled an institution.

And yes, I hear all the writers collectively groan and wail. I don’t like it either. Shopping on-line just isn’t the same as browsing a bookstore all day, feeling paper in your hands and having a physical thing, right away you can touch and read and (if you are me) scribble in.

If you do want to set out to write professionally, then it is wise to understand exactly what you’re getting into. The actual path to publishing, not the “Made for TV” version we can be way too fond of (especially when new).

Writers are entrepreneurs and entrepreneurs are wise to do what is called a S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities, Threats).

So the “bad” news first.

Pain and Publishing

The consignment model that bookstores have relied upon for well over a century is, for all intents and purposes, gone. For anyone curious how this model worked (and is now likely limping along) the The Hard Truth About Publishing—What Writers & Readers NEED to Know provides a detailed breakdown.

Regardless, publishing will continue to go more and more on-line for a number of reasons. The consignment model, as I’ve pointed out, is and always has been grossly inefficient. This was all well and good so long as bookstores and physical books had no competition, no cheaper alternative. But that is no longer the case.

Additionally, want to know something about paper? It is freaking HEAVY, which means, with the cost of diesel right now, the profit from any paper book is tied to the cost of crude.

If it costs a small fortune to ship books, that eats away at any profit. Eventually, there is a ceiling that even bibliophiles will reach. We’ll only pay SO MUCH for the paper books we love, especially when digital is a fraction of the cost.

All this to say that Ye Olden Days of Publishing are gone, and have been for a while. Which is fine, but also scary. In the August 2, 2022 article in The New York Times, The Books Merger That’s About Amazon:

Whether for good or for ill, a judge blocked NY publishing’s plans to merge two publishing titans—Penguin Random House and Simon & Schuster—in hopes of faring better against their ongoing nemesis, Amazon.

Initially, the duo claimed they’d fight this decision, but have since withdrawn any future plans to merge.

It’s Just Business

In the face of a recession that’s steadily nibbling away at profits as well as supply chain issues, the future of publishing is, as always, uncertain. This has always been the case in traditional publishing (especially when an excruciatingly small minority of authors are responsible for most of the profit).

This said, publishing is a business. Writing, if we want to go pro, is a business. We are wise to understand that business and how it works (or doesn’t). I totally get you and wish I had different news. What I would GIVE if all I had to do was WRITE. But, when we go pro, there’s a lot more that goes into being an author than simply getting words on the page.

And enough about that.

My goal here isn’t to utterly deflate anyone’s dreams of becoming a successful author, but this is a voyage. Like any voyage, it’s simply prudent to be honest about the trip ahead and plan accordingly the best one can.

It’s Looking Up…Maybe

One good “trend” I am seeing is the resurgence of older titles. In a November 1, 2022 article in The New York Times, A Big Publishing Merger Was Blocked, but Brought the Industry Little Clarity:

What do I see in this? Readers are tired of the slush pile being dumped in their laps. I’ve always held issue with how the big publishers and major retailers like B&N conducted business, namely because they kept trying to out-Amazon Amazon instead of playing to THEIR strengths.

Big publishing’s largest strength has ALWAYS been the relative quality of their books (overall). Even the worst traditionally published book generally has a cohesive plot and isn’t riddled with typos. When readers are thrust into a market saturated with unreadable, unedited or poorly edited stories, traditional publishers have always had the advantage.

Ironically, the entity they fought tooth and nail (social media) is the main component that now seems to be saving them.

What Does This Mean?

It means, firstly, that there are two fundamental aspects to being successful as an author—> Good books and solid platform.

I think we are, blessedly, moving beyond the early fascination with the shiny widgets and we (readers) want quality reads. We also don’t have a lot of time, and resent wading through bad books, regardless how they’re published.

People will always want good stories (Fiction) and information (NF).

The fact that older, pre-digital age books are coming back big, is a sign to me that we have more readers than ever, and they’re enthusiastic about excellent stories. Not only enthusiastic, but also addicted to social media, so they will InstaTwitFace all day about what they love!

We’re also seeing an explosion of different KINDS of stories, thus creating opportunities for different kinds of WRITERS. Short works are making a BIG comeback. The digital age has resurrected many forms of writing that were almost lost to us (E.g. poetry, essays, novellas, short stories, serials, etc.)

I’ve published traditionally, indie, and self-pub. Since I’m a control freak who enjoys breaking rules, I prefer self-pub and agree with Stephen Haunts that we indies really are The Punk Rock of Publishing.

So more good news. We are no longer in a One-Size-Fits-All profession. Yes, we’ll have to choose our pain, but at least now we have more options for our publishing suffering.

To the Pain

For those of us who want go pro, it is time to get to WORK. I love NaNoWriMo as much as anyone. I’ve been doing it for years and most of the projects I’ve completed are now published works.

Yet, when we make the shift from hobbyist to professional, every month is NaNoWriMo.

We have to understand that, while there is nothing wrong with writing for fun, hobbyists play for fun. Pros play for keeps. Make a habit of writing every day. I don’t care if it is 500 words (2 pages). Two pages every day of every week soon becomes a book.

As Mark Manson reiterates in his best-selling book The Subtle Art of Not Giving a F**k, it is easy to fall in love with the end result. To imagine our books on every end cap, in People Magazine, trending on TikTok, or being made into a Netflix Original. And those are the dreams that will keep us going through the giant span of SUCK before the breakthrough.

Yet, in the meantime…

What KIND of Pain Will You Enjoy?

What kind of PAIN will we enjoy most? Because we cannot truly control anything in the industry beyond a certain point. To go pro, we must be honest about the pain writing entails then ask if it is worth it.

Would you STILL write even if I told you you’d never make a dime and likely die in obscurity? If the answer is yes, then we’re off to the races. If we write because we love it and wish to master it, then that is all that truly matters.

That passion will make us show up day after day and turn out word count. We’ll become experts at FINISHING. No half-perfect novel ever became a runaway success, but a lot of completed “crappy” books have.

We will have to keep an eye on the industry, understand how it works. If one publishes traditionally, then there is the pain of whatever limitations/expectations a publisher might place on us.

If we publish non-traditionally, then we not only need a good book, but we have to oversee the blurbs, back copy, formatting for paper and e-book, cover design, ISBNs, marketing, platform, brand, etc.

Which, for the record, ALL authors are responsible for marketing, platform and brand so there’s no Publishing Sugar Daddy that is going to shield us from that.

Peace with Pain

When we are okay with the pain of working alone, dealing with setbacks, learning to stick and move with an industry that changes at the speed of algorithms, and we’re willing to do the hard stuff because we love to write THAT MUCH?

Going pro is probably a good decision.

The better news is we’ll have lasting power our peers don’t possess. Believe it or not, most of being successful in anything is the discipline to consistently show up.

Every legendary book was written one word at a time.

Writing as a hobby is ALWAYS a good decision for those who have a passion for story. We don’t HAVE to monetize everything that brings us joy! It is OKAY to simply have fun.

Remember this when looking back at those New Year’s Resolutions still freshly inked on the page. If we fall in love with process, we can accomplish almost anything.

What are Your Thoughts About Pain?

Other than you don’t like it? Same. What I would GIVE for a pain-free option, but sadly life doesn’t work that way. Do you love the process or just love to fantasize about the end victories?

Hey, I was TOTALLY guilty when I was new. I spent more time imagining my books a movies than actually writing. Now? I am guilty of the opposite and need to do more dreaming.

It is 2023, so what have you decided? Go pro? REALLY? Or just learn to enjoy dabbling? Maybe a mixture of both? Do you need to be stricter with yourself, or maybe learn to lighten up a little?

I LOVE hearing from you!

The post To the Pain: Is Writing a Career or a Hobby? appeared first on Kristen Lamb.

Self-sabotage is something most writers are likely familiar with. We just about get in the habit of working on the WIP (work in progress), and then suddenly we put everyone and everything ahead of finishing that book. Usually they’re noble causes, too. Cleaning the house, organizing the closets, alphabetizing the pets….

I work hard to make “success” books part of my morning routine when I’m doing my chores: making the coffee, making the bed, putting on any laundry, etc. One of my favorite audio books is “Atomic Habits” by James Clear. Namely because the advice is practical, doable, and aligns with my personal value system.

No shade on the “believe it enough and it will happen folks,” but there is also a degree of WORK involved in reaching any goal.

This is why we must learn to ignore the outside voices and take the helm of our own destinies.

Results Reinforce Habits

Why did I bring up “Atomic Habits?” Other than it’s a good book? There was something I read this morning that I feel needs expounding. Clear notes, correctly, that when we see evidence of our habits, that reinforces our identity.

When I declutter daily, I see my surroundings are neat and tidy. Therefore, eventually I identify as an organized person.

But what about being a writer?

Becoming a writer will likely be one of the hardest things any of us does, and for a number of reasons. Unlike eating healthy, working out, saving money, or systematically decluttering our living spaces, much of what we writers do is in the dark. There are many times we will have to press on using sheer force of will and blind faith.

We’ll have to write simply for the love of writing.

We can write millions of words, dozens of books, even publish books and I GUARANTEE you at least ONE @$$hat out there will intimate what we do is not “real.”

Whether they do this out of jealousy, misguided good intentions, or simply not thinking before they speak? Who knows? Yet, I can tell you that, after 16 years of working with all levels of writers, many of them household names? The insecurity never goes away. If anything, it gets worse.

Anything Here Familiar?

I just published a book!

Them: Yes, but you self-published.

My debut novel received almost a hundred rave reviews.

Them: Yes, Amazon really is trying to crack down on fake reviews. Are you sure they’re all real?

My book hit #1 as a best-seller.

Them: Amazon best-sellers aren’t REAL best-sellers.

My book made the NYT Best-Seller list.

Them: Everyone knows the NYT list doesn’t account for actual sales and the numbers are manipulated.

I just published my tenth novel!

Them: How nice. Amazing that Philip K. Dick wrote 44 novels and over 120 short stories. And Stephen King has written 9000 novels and 43,000 short stories.

Okay, I was being a bit silly there because I was starting to depress myself.

The point is we cannot rely on external validation. That is a formula to end up curled in the fetal position washing down raw cookie dough with tequila.

I also mention this because, we’ll self-sabotage wasting time pondering if we are “real writers” instead of WRITING!

What can happen is we’ll keep moving the goal post of what makes us a “real writer.” Eventually, we’ll give up because we set that standard SO high we crumble under the pressure.

Here are a few fun blogs to remind y’all that writers write. Plain and simple.

Diagnosing a REAL Writer: Do You Have Terminological Inexactitude Syndrome?

This is Gonna Leave a Mark: What Makes a “Real” Writer

Real Writers Don’t Self-Publish (Part One and SATIRE)

Real Writers Don’t Self-Publish (Part Two and ALSO SATIRE)

The Personal Apocalypse—When are We REAL Writers?

Self-Sabotage & Fear of Failure

I’ve been on social media since before it went mainstream in 2006, which means I’ve experienced and witnessed enough Imposter Syndrome to last many lifetimes. One of the main reasons we are SO hesitant to call ourselves a writer is precisely because of the head games mentioned above.

Critics will always find some reason to diminish what you’ve accomplished.

Most people fear failure, which is dumb because failing is the only way humans learn. How many of us would berate a toddler every time they fell learning how to walk? We learn by DOING, and we improve by FAILING.

Yet, our culture has ingrained fear of failure into our DNA. My parents never cared about the 90 questions I answered correctly, only the 10 I missed. Schools punish failure, jobs punish failure, culture punishes failure.

Want to know the one phrase that vexes me to no end? “One-hit wonder.”

Despite the FACT that many “one-hit wonder” songs have defined pop culture and even entire generations, our culture still saddles them with that term.

They were KUNG-FU fighting!

867-5309

Oh Mickey you’re so fine, you’re so fine you blow my mind.

Pass the Dutchie on the left-hand side.

Taaake ooooon meeee! Taaaaake meeeee ONNNNNNN!

Stop! Collaborate and listen!

Woot, there it is! Woot, there it is!

The dreams in which I’m dying are the best I’ve ever had. It’s a mad world.

What does the fox say?

Now that y’all have at least ONE of those stuck in your head, I hope I made my point. Go check out the list of one-hit wonders who, by definition, are “failures.” This is to point out the lunacy of our culture. So don’t look to it to feed your ego.

Self-Sabotage & Fear of Success

Many writers who do successfully hit a “real” best-seller list (whatever “real” might be defined as) then struggle with if they can do it again. Or will they be the dreaded…one-hit wonder?

Because if one book sold hundreds of millions of copies and redefined culture as we know it…but the author doesn’t KEEP doing that…then they failed.

Makes TOTAL sense.

Yet, we can fall into habits of self-sabotage not only because we fear we’ll fail (never finish the book, never land an agent/book deal, be published, make a list, etc.) but precisely because we are afraid we WILL accomplish these things.

What if I only have one good book in me?

I made Whatever Prestigious List, but was it a fluke? Can I do it again? What if I can’t?

This might all sound rather silly, but emotions aren’t always logical. Remember, perfect is the enemy of the great. It is also the enemy of the FINISHED. No half-finished “perfect” book ever became a runaway success, but some very much less-than-perfect ones have.

We’ve covered fear of failure and fear of success, but the one I really want to explore today is the notion of whether or not we deserve success.

I Don’t Deserve It

When we’re stuck in a culture that doesn’t value what we do, it’s easy to believe (at least subconsciously) that writing is some extra indulgence. A hobby, a guilty pleasure, something to be done after doing REAL work.

Many of us are partners or parents or are taking care of loved ones. We believe that when the laundry is done, the dishes washed, the beds made, the bills paid, the pets brushed, the curtains are washed, the ceiling is repainted…THEN we can write. As if writing is not a profession, but a treat to be doled out for good behavior.

THIS is a mindset we must change if we want to go pro. For the record, I STILL struggle with this. I have to MAKE myself get up and write first thing. All the while the siren’s song of dishes, litter boxes, email, and bills are calling me.

I’d love to say I’m always successful, but I try to keep my lying to fiction. There are many reasons this profession is TOUGH and not for everyone.

Fight for Your Right to Write

Yes, it can be a battle with others, but mostly with ourselves. Many of us have a lot of bad programming we need to overcome.

I grew up in a dysfunctional family (a.k.a. typical 80s family). Whenever I wanted something, my parents had a list of common responses:

Do you have a job?

Are you the one paying the bills?

Money doesn’t grown on trees.

Me DESIRING something was intrinsically tethered to my monetary contribution to the home (or said equivalent). Since I didn’t bring home a salary, ergo I had no right to want and did not deserve anything. I only deserved when I a) made good grades b) cleaned my room c) did my chores.

Seeing a pattern here? How many writers don’t write because their writing doesn’t make money, but their writing isn’t making money because they aren’t writing? We unwittingly self-sabotage and that self-sabotage just exacerbates the feedback loop from hell.

Been there, have the box of t-shirts.

No More Self-Sabotage: You Deserve It

We all deserve our dreams. If your dream is to be a writer, then YES, that will demand a lot of work. As in writing, rewriting, reading, studying, learning, researching, building a brand/platform, cultivating an audience, showing up day after day and putting down words no matter what.

What being a writer does NOT entail is you being a good little you and doing all your chores and “real” work before you’re allowed to go write.

If no one has yet given you permission to go write, I will.

WRITERS WRITE. Enough said.

Ultimately, we are in charge. There will always be people who will criticize, tell us why we are poseurs, fakes, fools, hacks, etc. Until we realize that all of that just goes with the territory and get to work ANYWAY, we’ll find every reason not to sit butt in chair and write.

We will revise the opening of that novel 9,763 times. Start new books while abandoning half-finished ones. We’ll believe we can’t succeed because (INSERT REASON HERE) and we’ll talk ourselves out of even trying. Ultimately, we won’t even need the outside world to work against us, because we’ll figure out a way to self-sabotage before they get the chance.

BUT, that is what happens when we are operating in auto-pilot. Now that, hopefully, we are more aware of counterproductive behaviors/ideas/attitudes, we can take action.

Think about all those one-hit wonders.

They did the work, learned to sing, play an instrument, or at least be brave enough to put themselves OUT THERE. And maybe they never made it into the Rock & Roll Hall of Fame, but you know what?

Don’t worry. Be happy .

What are your thoughts on self-sabotage?

Are you guilty of shooting yourself in the metaphorical foot? Do you put everyone’s needs ahead of your own? Does writing feel like some guilty indulgence instead of the meaningful profession it is? Have you struggled with the notion of what makes a “real” writer?

What have you done to overcome these issues? Do you have any suggestions or tips? Hey, I am a work in progress ALWAYS and love the feedback!

The post Self-Sabotage: I Don’t Deserve Success appeared first on Kristen Lamb.

Sales can be scary, so today I’m going to give you three ways to instantly improve your writing and also sell more books. I’m blessed to have a broad base of experience/expertise which includes corporate consulting and branding. I also spent years in sales and can honestly say, Coffee really is for closers. 

Sigh.

What Do You DO?

Among being a long-time author, ghostwriter, speaker and teacher, I also do a lot of freelance work in the corporate realm. Only mentioning this bit because it can help you guys improve.

I once accepted a leviathan project to redo copy for a website and rebrand a struggling company. I first explained my plan and reasoning in a detailed SWOT analysis. The owner was on board and signed off. The existing copy was outdated, bloated, confusing, and failed to appreciate the vast changes in our digital age culture.

I hacked through, reduced as much as possible and reshaped until the site showcased a truly fabulous company. To my horror, the owner came back and wanted me to add a deluge of changes which included mass amounts of extraneous information, charts, etc. and all of this content grossly deviated from the agreed rebranding.

I politely declined and we parted ways.

What’s funny is the owner never got around to changing the site from my version and was approached by a Richard Branson-type investor for potential partnership. Ironically, part of what piqued his interest was the site I designed.

Unlike the competition, the my version was visual, brief, and powerful, whereas the competition was like reading Wikipedia Articles from Hell.

This desire to cough up too much and “oversell” is common (namely because regular people believe writing is easy and fail to hire a pro). Business owners are passionate and so they want to tell EVERYTHING about their services, industry, product, whatever. Also, overselling is a mark of the insecure. Think “padded resume.”

We authors can fall into a similar trap if we aren’t careful.

Attention Spans are Shrinking

The average time spent on a website is roughly 54 seconds. I’d wager most people give a website 5.4 seconds to catch their attention and so we have a challenge when it comes to not only attracting the click, but also making people STAY.

***The same can be said with books. A cover and title catches the eye, but the opening sample pages only have a paragraph or five to win over the audience enough to stay and pay (and then read).

We can apply these business lessons to our writing, because we writers also have something to sell.

Our job is far tougher because 1) discoverability is a nightmare 2) less than 8% of the literate population are devoted readers 3) the remaining 92% equate reading with homework and a chore. Thus, we have the task of convincing 92% of the population to spend time they don’t have engaged in an activity they believe they dislike…and spend money to do it.

The other 8%? Sure they like to read books, but why ours?

Omit Needless Words

Trust the reader. If a character opens a door, we know he “reached out his hand” to do it. We assume he isn’t blessed with telekinetic powers unless we’re told otherwise.

Resist the Urge to Explain

This tenet applies in a lot of areas. We don’t need flashbacks or lengthy details of why a character thinks or acts a certain way. The more we leave to the imagination, the better. Years ago, Hubby and I fell in love with the mini-series Defiance. We ate through Season One and began Season Two.

Interestingly, Episode Zero was a compilation of all the flashbacks cut from Season One—the explaining how and what and why…and it was painful. I just wanted to hit stop and move onto the new episodes. The flashbacks added nothing and only wasted my time. The series was better without backstory being spoon fed to me.

I got it.

This over explaining happens a lot with characterization, but sci-fi and fantasy can be particularly vulnerable. I recently had a client who took four hours to explain all her world building. Most of this information was for her, not the reader. She didn’t have to explain every last detail about how her world had collapsed into a dystopian nightmare.

It just did.

All that had happened BEFORE her story even began, so the reader just accepts the world as it is presented.

Think about cartoons. Kids accept that a group of dogs can be public servants, talk and operate heavy equipment (Paw Patrol) or that a sponge with tighty-whities can work a burger grill at the bottom of the ocean (Spongebob Square Pants).

Belief is already suspended.

Value the Reader’s TIME

Get to the point quickly. The first sample pages of any book are our greatest selling tool. When I hear, “Oh, well the story really gets going by page 50″? My instincts tell me we probably need to cut 47 pages. When it comes to sales, we cannot afford to be boring.

Remember earlier I mentioned that we’re artists, but we also have a product to sell. In fiction, we’re selling escape. So think of it this way. How are you helping your customer escape reality?

Sales Route One

First, my dear (potential) reader, I need you to pack this list of gear, then sync this app on your smartphone. After that is downloaded, I’m going to text you coordinates for a geocache. Use the app to locate the cache, dig up the key, catch the L Train, wait for a guy with a blue hat and the code phrase is, “Duck, duck, goose.” He’ll then hail a cab and take you to a wonderful place you will enjoy.

Sales Route Two

Open a wardrobe and step through.

Which would you choose?

What are some ways you refine your work? Are you guilty of overwriting? I know I’m working super hard to lean down all my writing. It is NOT easy. Are there areas you could condense? Stage action or explaining that could be chipped away?

I LOVE hearing from you!

Can you articulate what VALUE YOUR book offers? What will your book make readers FEEL? How will it help them escape? What problem will it solve? Sales is all about offering a SOLUTION to a problem. So why is YOUR book a solution?

Does it reignite our belief in love? Offer us food for thought about modern culture? Challenge our beliefs? Provide an escape?

See if you can SELL me in the comments. Sales, like other skills, improves with practice.

If you keep scrolling, you’ll see ON DEMAND classes I have available. USA TODAY Best-Selling Author Cait Reynolds also has some fabulous OD classes that I’ll have listed by next post for all of your holiday shopping desires.

ON DEMAND OPTIONS from ME!

ON DEMAND: Bring on the Binge: How to Plot a Series

SIGN UP HERE. Use New20 for $20 off

ON DEMAND: The Art of Character: Writing Characters for a SERIES

SIGN UP HERE Use New20 for $20 off

The Dark Arts: Building Your Villain ON DEMAND

Sign up HERE New25 for $25 off

World Building 101: Playing ‘Author GOD’

Sign up HERE New25 for $25 off

The post 3 Simple Ways to Improve Your Writing & Increase Sales appeared first on Kristen Lamb.

Boutique businesses are on the rise in the digital age. What does ’boutique’ mean? Essentially, small is now big. Instead of people relying solely on a handful of major brands, the marketplace has shifted from the macro to the micro.

Yes, plenty of people still pick up a Brad Thor in the airport. Just like plenty of people go over to Home Goods, TJ Maxx or Kirklands to buy home decor. But there are probably just as many heading to Etsy (and similar sites) to buy one-of-a-kind decor from independent creators.

***Same for books.

While mega stores hold certain advantages, they also have just as many disadvantages. Namely, they have to stock enough variety to appeal to as many customers as possible.

The idea that ‘Small is the New Big’ isn’t particularly new. Seth Godin wrote a book on this in 2006, and I also mention this in my social media/branding book Rise of the Machines: Human Authors in a Digital World. Yes, that book is evergreen, meaning it still works today. The digital landscape changes daily but humans never do.

***Go read Shakespeare or look up some ex on social media.

The reason the market shifted was because, when Web 2.0 took off, it opened up the entire world to consumers. This can be good and bad. Yay for more choices! But soooo many CHOICES!

*head explodes*

The Days of the Mega Author Titans

Many of us, when we started writing, all wanted to be the next INSERT NAME OF MEGA AUTHOR HERE. Now, do I think the mega-authors we currently have are going to up and vanish?

Of course not.

Readers will still buy James Patterson, Stephen King, J.D. Robb, J.K. Rowling (Robert Galbraith), and so on and so forth.

This said, I don’t believe any NEW mega-authors will replace them, simply because we’ve fundamentally shifted our buying patterns. The Big Six (NYC and global conglomerates) simply did not adjust to the changes in the digital world quickly enough to survive. Most of them have folded or changed their focus (I.e. solely non-fiction/more streaming content).

The Mega Author business model worked pre-digital age for very practical reasons. First, the public relied on a very limited number of gatekeepers to tell them what was worth their time. We relied on what we saw on shelves, on television talk shows, in the newspapers, etc.

Remember Oprah’s Book Club?

Before Amazon, novelists had a horrific failure rate, namely because—unlike non-fiction authors—it was virtually impossible to build a brand (fan following) before the book became available for sale.

How It Worked

This meant that, NY would release a new author’s book, and, if the stars happened to align just right and the book actually SOLD, then the author would get another book deal and a larger print run. Repeat process until you have a winner.

Sadly, only 1 out of 10 traditionally published authors ever published a second book. Yes, the failure rate was staggering.

Check out this post if you’re curious how traditional publishing worked.

Once a member of the ‘old guard’ of big name authors was ready to retire, NYC would ‘promote’ a mid-list best-selling author. Because traditional publishing was tethered so closely to bookstores (Borders and B&N in particular), they could somewhat artificially promote the next ‘big deal’ by giving the author a much larger print run and by increasing distribution.

Translation? Borders or Barnes & Noble would order MUCH larger shipments of the book and, in cooperation with NYC, arrange optimal placement.

The thought was, if potential readers kept seeing the same books in checkout lines, at Walmart, Sam’s, grocery stores, drug stores, that eventually they’d buy. This would prime the proverbial pump and…

VOILA! The next NYTBSA!

It worked very imperfectly, but before a digital marketplace, this was the best they could do.

Eventually, the reading public just assumed if it was a big name author, the book was good. Not saying their books weren’t good, but there were plenty of authors who had books just as high of quality if not better.

And, again, no shade on any of the franchise authors, because readers like them. What I am saying is Robert Ludlum (who passed March 2001) and Tom Clancy (who passed October 2013) are still hitting the best-seller lists.

Eh. Okay.

These authors’ NAMES are franchises and their books still sell in high enough volume to make the best-selling lists…even though the original authors are no longer among the living.

No young blood is coming in to take their places.

Boutique Business is Booming

Suffice to say, the mega-authors we have now are, in my POV, the last of their kind, and for very practical reasons. First, we no longer only have a handful of gatekeepers telling us what’s worth reading.

Secondly, with over a million self-published books being added every year, the sheer VOLUME of choices is enough to make our (the consumer’s) head explode.

When everything is a choice, then nothing is a choice.

Also, writers can curate content for a highly specific audience. Take any slice of society and an author can build a niche around that. Feel free to write about NYC socialites, but remember that Mississippi housewives who run a Voodoo shop to work out their middle-age angst could trend as well.

I am being silly, but not.

There will always be tribes of people who want to be represented. Drive a Harley? Keep snakes as pets? Volunteer as a docent at the art museum? Drive a Harley when not collecting snakes or volunteering at the art museum?

If you can dream it, it can be a niche.

Boutique Books

The megastore model, in general, is struggling to survive. Big box stores have ridiculous overhead and their profits are always tied to a physical product (meaning they’re also tied to the cost of petroleum and vulnerable to supply chain issues).

Refusing to downsize was one of many reasons that retailers like Barnes & Noble cut their metaphorical throats. For those who want to know more, I suggest my post, Barnes & Noble SOLD: Goliath has Fallen & What This Means for Writers.

But, one business’s problem is another’s opportunity. One thing I mention over and over in my book is that we really don’t have to cultivate an overly huge fan following to make a really great living.

Tech guru Kevin Kelly stated all a creator needed was 1000 ‘true fans’. ‘True fans’ are the super fan. They preorder books, buy everything we write, give our books as GIFTS. The super fan (and y’all know you are one) will stop strangers in a store to recommend a favorite author.

Boutique is all about the super fans!

This was why I predicted over ten years ago, that the book business would go boutique. We (readers) simply cannot keep up with all the books being published. There are no traditional gatekeepers.

In the ‘old days’ an agent might have passed on a perfectly AMAZING vampire book because they already had maxxed out the number of vampire books they were willing to release.

This was GREAT because anyone with a vampire book was only competing against a small and finite number of other vampire books. The downside was that their book might have been BETTER than the books already slotted, just they came along too late. Meaning readers missed out on a lot of great books.

Now? That vampire book could possibly be competing against a 1,000 or even 10,000 other vampire books. Pluses and minuses to everything.

Boutique Author Model

Just as physical bookstores had/have limitations, digital bookstores do as well. Namely, discoverability is a nightmare. This is why building an author brand is absolutely critical.

Unlike 20 years ago, we don’t have to make everyone a fan. We don’t even, say, have to make everyone who loves romance a fan. It’s possible to cultivate a fan for your one-of-a-kind romance. Your followers might love sassy sweet romances set in New Hampshire that focus on people who quilt, or hike, or drive an Uber.

With the entire WORLD as our ‘audience’ it is now possible to drill down and become a micro-niche. I am no longer selling science-fiction, I am selling dark comedy science-fiction set in Floridian retirement communities.

This makes that 1000 fans more than doable. And, with Amazon’s improving algorithms and metadata, it’s only getting better.

Keys to Book Boutique

What are some keys to going boutique in the book biz? First, forget trying to sell everyone. Everyone is simply not doable. When envisioning your brand, what are ways you can drill down into the micro and identify YOUR unique reader?

We are going to talk A LOT about how to do this in my upcoming class Spilling the TEA: Blogging for Authors. Blogs are wonderful for not only defining our audience, but then connecting with them and cultivating long-lasting relationships that will translate into sales.

People buy from who they know, trust and LIKE, and blogs are perfect for all three.

***The reason I recommend a blog is WE OWN IT. Unless we don’t pay our web host, all the love we give our blog will keep paying dividends. Twitter could flitter, Facebook could Meta OUT, InstaGram could InstaSCRAM, but blogs remain.

Aside from social media and cultivating that audience, the next key is to write a lot of books. Series are BIG. I find a writer I enjoy and very literally read everything they’ve written or will write in the future.

Series are boutique GOLD.

We have become a culture addicted to binging. I am even back working on my own fiction (been ghost writing for the past couple years). But, to be able to produce enough fiction to keep fans happy (or as close to happy as possible) series need to be planned. Yes, even the pantsers.

To minimize revisions, I have a great class coming up this Thursday, Bring on the BINGE: How to Plot & Write a Series. Class comes with a recording, FYI.

I cannot overstate just how beneficial it is to put in some initial planning. Even understanding the different TYPES of series can go a LONG way.

I had a writer who did my “Write Stuff Special” (where I look at your first 20 pages) and she was cutting WAY TOO MUCH. I ended up doing an intervention and calling her.

***She thought she had one kind of series when actually she had something totally different. The LAST thing she needed to do was cut.

If we think of boutique book business like boutiques in general, what comes to mind? Small, curated, unique, personal, higher quality, specialized, one-of-a-kind, niche, etc. We, as authors, can do all these things with our brand and our books.

Just Make the RIGHT People Happy

Don’t get me wrong, it does bug me that I will likely never be the next INSERT MEGA AUTHOR HERE. But the crazy thing is that the authors who are doing well—like CRAZY well—are superstars among their people. Their fans buy everything they write.

And, if you look to the common denominators that make them so successful it’s really because they a) defined their niche b) built a following c) they continue to serve new books to their dedicated readers.

A couple of my favorites?

James Lovegrove combines two niches into ONE highly unique fandom. In his Cthulu Casebook series, he blends those of us who love Sherlock Holmes with those of us who also like H.P. Lovecraft. It’s Sherlock Holmes meets Elder God horror. I own the entire series. Is it a SERIOUSLY fringe combination? Sure! But Lovegrove dominates it with people like me who love all things clever, dark and weird.

Our own Maria Grace does a fantastic job with ‘gas lamp’ fantasy. Her Jane Austen’s Dragons series is wonderful!

Daniel Arenson’s Earthrise series is a super fun science fiction for those who simply want to enjoy a great adventures with memorable characters.

When we get over into romance, fantasy, science fiction, I am certain we can add many more authors to this list. Some even have earned the titles of New York Times BSA or USA Today BSA, but they achieved these titles in a non-traditional way.

All I’m saying is the old method of write a book, get an agent, pray, pay your dues, one day hopefully hit mega-author status is pretty much a thing of the past. We’ll still have our ‘TITANS’ but they’ll dominate niches first and foremost.

In the End…

If an Amazon movie or Netflix series breaks these authors out into the mainstream, then AWESOME. Yes, that is possible. It does happen. It’s simply the process has almost reversed. Instead of writing a book we hope EVERYONE will enjoy (or at least everyone in that genre), we can start out more grassroots.

Once we find our fans then cultivate from there? Who knows how big it can go? But, the good news at least is that, with the boutique book approach, it is A LOT more doable to find and convert that core 1,000 people than to try and make EVERYONE love our work.

What are your thoughts about boutique?

Does it make all this ‘writing for a living’ seem more doable? Is it a relief that we really only need to focus on converting 1,000 true fans instead of marketing to everyone? Can you think of some of your favorite writers who dominate their niche?

Do you think I am wrong and we will continue to have mega-authors the same as we always have? Hey, this is just my opinion so let me know if you see it differently. I believe we’ll have big name authors, just they’re going to get there VERY differently than in the past. But what do you think?

I love hearing from you! And I like to reward those who chime in!

CONTEST

What do you WIN? For the month of MAY, for 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.

The Prize?

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).

CLASSES!

***All classes come with a FREE recording

TOMORROW!

Bring on the BINGE: How to Plot & Write a Series

Thursday, May 26, 2022 7-9:30 P.M. NYC Time

For more information, SIGN UP HERE.

Spilling the TEA: Blogging for Authors

TUESDAY, May 31st, 7:00 PM E.S.T. to 10:00 P.M. EST.

Use code New25 for $25 off Sign up HERE

The Art of Character: Writing Characters for a SERIES

Thursday, June 2nd 7:00-10:00 P.M. NYC Time

For more information, SIGN UP HERE.

Practice Your Pitch: Master the Log-Line

Thursday, June 9th, 7:00-9:00 P.M. NYC Time. This is a TWO-HOUR INTERACTIVE WORKSHOP!

For more information, SIGN UP HERE.

The post Boutique Books: The Fall of the Mega-Author Titans appeared first on Kristen Lamb.

Writing is and always has been a dynamic profession. Times change, culture changes, and creators who want to survive have to change, too. I mean, yeah it was probably a tough shift to go from painting cool stories on cave walls to ‘telling’ a story when some know-it-all invented language. Then it probably sucked even more when an even bigger know-it-all invented this stupid thing called the written word.

Don’t even get me started on all the suddenly unemployed monks when that jerk Gutenberg invented the printing press.

Great now EVERYONE could be published *invents beer*

I’ve been blogging since most people thought a blog was an alien creature that melted/ate people.

*ponders* Not entirely inaccurate…

I literally began an early version of a blog on a site called Gather in 2004, then later, began an ‘official’ blog on Myspace. Yes, I am THAT old. I gleaned pretty early on that Web 2.0 and social media would very literally change the world forever.

I was even bold enough to dare posit the idea that novelists would finally have a way of creating a brand and a platform before the book was even finished/available to buy (much like non-fiction authors had been doing for, well, forever).

Writing and the ‘Good Old Days’

First of all, I might have to break some bubbles here. I’ve done it before, but not in a while. Writing has never really had what we might consider ‘good old days.’

As a profession? Writing has always been a meat grinder. Just instead of great-great-granny’s cast-iron hand-cranked meat-grinder, it’s now a meat-grinder Alexa can power via voice command.

I already mentioned I was an early adopter when it came to social media. Granted, I hated it, loathed email, and generally anything techie. That said, I might be a lot of things, but stupid isn’t one of them.

Okay, most of the time.

As early as 2004, I saw a way authors might be able to beat the terrible odds and escape the 93% failure rate. Yes, you read correctly.

As of 2004 (according to statistics from Book Expo of America), 93% of authors failed to sell out even their initial print runs. That used to be around 10,000 books for a first-time author. 93% of authors failed to even sell a thousand books and half that number failed to sell even 500. Most sold fewer than 100.

Only 1 out of 10 published authors ever saw a second book in print.

***Namely because people who couldn’t even sell over a 1000 books were generally considered a bad investment.

Remember, this is back in the alleged ‘good old days’ of publishing.

For those who want a breakdown of how traditional publishing worked, go to The Ugly Truth of Publishing & How BEST to Support Writers.

Anyway…

Even back in the ‘good old days,’ I felt the reason so many authors failed was that they were an unknown commodity. If the stars didn’t happen to align just right, most writers failed because blind luck is just a bad business plan.

When it was the ONLY business plan? Then fine. Once social media popped onto the scene, then ‘blind luck’ went from ‘bad plan’ to ‘just plain stupid plan.’

When I pitched a book about how to use social media just after FB became available to the hoi polloi, an agent literally laughed in my face.

He then explained to me in small words how Facebook and the internet were a fad, just like audio books. Aaaand, the last time I saw him, he kind of ran away from me in the opposite direction.

The Evolution of Publishing

I shifted my blog in roughly 2008 to focus on teaching craft (product) as well as introducing authors to social media (brand). To me, it was obvious that the same digital tsunami that had already erased Tower Records, Kodak, and Blockbuster (to name a few), was heading straight for the Big Six

I blogged until I was blue in the face ways NY publishing could outwit Amazon, namely because monopolies give me hives. I’d grown up with the Big Six and genuinely wanted them to succeed. Yet, while I kept posting all these blogs about needing to update and even suggestions HOW to update? Big Publishing wanted to shake snow globes of ‘1950s New York’ and pretend computers had never been invented.

I love you! Why won’t you LISTEN?

Finally, in the summer of 2019 I wrote the blog posts I never wanted to write, Barnes & Noble SOLD: Goliath has Fallen & What This Means for Writers, then Amazon Publishing: The Road to Conquest & How Bezos Razed New York, and a couple months later Penguin SOLD.

Of course, then there was the March 2020 blog post I didn’t have the heart to publish, detailing how and why ViacomCBS was ditching the iconic Simon & Schuster.

We’d already been slammed by the pandemic, and I couldn’t shake the eerie mental picture of all writers simultaneously walking into the sea.

*shudders*

Anyway, according to an article in The New York Times, on March 4, 2020, ViacomCBS announced that, in light of plummeting profits, Simon & Schuster, was no longer essential to its business and that they were officially open to finding a buyer…which they scored in November of 2020.

The parent company, Viacom CBS, sold Simon & Schuster to Bertelsmann SE & CO for $2.2 billion.

Why? Because Simon & Schuster was a financial black hole. ViacomCBS used the money from the sale to pay down its debts and to invest more in streaming content as part of their revised strategic growth plan.

All this to say, I wrote countless blogs trying to get the Big Six to evolve or die.

FYI? They dead.

What Does This Have to Do With Writing?

Or rather, what does this have to do with writers? I am speaking in VERY general terms, so don’t shout me down if this doesn’t apply. Two posts ago, we talked about how binging is BIG in the modern world. This is great news for those in the writing profession, for non-fiction and fiction authors alike. People are consuming a crazy amount of information and entertainment.

Writers who wanted to survive and thrive have ALWAYS had to shift with the times. Audiences change. Writing changes.

Hast thou not noticed-eth?

So as not to repeat the history of audience preferences and publishing economics, I highly suggest my VERY tongue-and cheek post Real Writers Don’t Self-Publish. For anyone in need of some more writing encouragement, then feel free to check out Real Writers Don’t Self-Publish Part 2.

Again, I am being sarcastic in these posts, so no need for pearl-clutching.

Here’s where I get tetchy, though.

I GET that writers LOVE the feel, smell, taste of paper. Great! Okay maybe not the taste, that’s kinda weird. We love browsing bookstores and la la la la la. Fantastic, we just sold A BOOK…to ourselves.

Brave Busy New Audiences

I’ve not had the time to sit down and physically read a book since I gave birth to a child. Like most people, my days are cram-packed even though I have actually learned that ‘No’ is a complete sentence. Despite limiting my commitments, modern life is exhausting.

Between cleaning, cooking, homeschooling, grocery shopping (like almost DAILY because Spawn is 5’7″ despite only being ELEVEN and eats his weight in food), doing the accounting, blogging, writing, editing, on and on? I have almost NO time to sit and read a PAPER book…without risking falling asleep.

I have passwords for my passwords…and have to reset them so many times I finally began paying my bills as a GUEST.

Y’all know what’s super fun? Trying to pay a bill on-line but the site is down? So you call to pay, but then the company keeps you on hold for two hours while an automated voice repeatedly tells you how much easier this could be if you just paid online.

Most of us would LOVE to sit and read a big thick hardback, but we’d also like to have teleportation devices, holo-decks and pizza that makes you skinnier the more you eat it. And odds of having any of these are about the same.

So what do we do? We change HOW we are informed and entertained.

Brave New Writing

As a long-time developmental editor, I can spot within 1-5 pages the writers who don’t do a lot of reading. When I encounter this, I often suggest listening to audio books because I understand people are slammed. But, seriously, you’d think I’d suggested they take up ‘murder for hire’ as a hobby.

I get it. Audio books aren’t ideal.

And yes, you have to train your ear to listen to a book and there is a learning curve. BUT there is a huge payoff. Consuming more books vastly increases your reservoir of knowledge, improves your vocabulary, demonstrates a myriad of techniques, lets you be more innovative because you can draw from different genres, etc.

Though not a hard and fast rule, authors who read prolifically are stronger writers than those who barely read at all.

For those who have the time to sit and read a stack of books? Go for it! I am TOTALLY jealous. But, for the life of me, I have never understood people who want to be best-selling authors, but don’t have time to read and don’t like audiobooks.

*silent screaming*

I ‘read’ anywhere from 1-4 books a week. Anything particularly superlative? I buy in paper because YES it does work a different part of the brain and YES I am a monster who dog-ears and highlights. But the author gets paid TWICE so I am pretty sure they don’t care.

If I am not PHYSICALLY at my computer or on the phone with a person (or an automated voice telling me how great their nonfunctioning website is), I am probably listening to a book.

I listen to books (and podcasts) when I do laundry, wash dishes, clean house, in the car, while waiting in a doctor’s office. If I am out and about, I probably will read on my phone, because I have far higher odds of remembering my PHONE than I do of remembering to bring along a BOOK.

This is simply reality in the modern world. A ton of people commute, and in a car. NOT a great idea to whip out that paper book (though I have, frighteningly enough, seen people do this).

It’s why so many global conglomerates (like ViacomCBS )are ditching publishers and investing in streamed content.

Modern audiences CAN and DO watch videos on their phones. People are listening to audiobooks now more than ever. Another weird shift? Podcasting is now huge.

Podcasting…WHAT Does That Have to Do With WRITING?

Yes, podcasting. I actually brought up this trend about three to four years ago. It was the next shift I saw on the horizon. No, I didn’t blog about it, because I save some of the extra juicy content for people who take my classes *smooch*. The pandemic only made this shift I’d already seen coming happen faster…and go WAY bigger.

What would a writer want with a podcast? Great question.

One of the items on my stupid-long To Do List is to make a podcast from this blog. I have SEVENTEEN years of content, and almost 2,500 posts if I add this site to old sites to guest posts, and all the posts I did for Author Magazine, etc. etc.

That and I ‘get’ my blogs are long, but this is a teaching blog. I’d rather those who subscribe get ONE email instead of three or five because I’m breaking up a single lesson. Y’all get enough email, and feel free to leave my posts open in a tab and read it in bits.

Yes, my blogs are long, but they are a heck of a lot shorter than a 300 page craft book.

And I have funny memes…

But, a lot of my posts would be great content to record so that those who enjoy this blog could simply plug in their earphones and listen to a lesson while doing something else. A ten or twelve-minute read feels a lot longer than a 10 or 12-minute podcast episode.

Video might have killed the radio star, but the radio star is back from the grave and bigger than ever. I’ve seen authors do limited podcasts with short fiction to build their brand and buzz for their longer works. Or they release the first several chapters as a podcast to hook people to buy the full. I’ve seen authors take ancillary characters and tell their stories via podcast shorts. On and on.

It’s like the old timey radio shows and audiences LOVE them.

There are a crazy amount of options—ways we can think outside the book—and we’ll talk about them another time

I mean, I am SHAMELESS and do not care HOW people read my books so long as they pay to read them. Audio book, digital, paper? Don’t care. If someone wants my book acted out in interpretive dance? Email me and we’ll negotiate a price.

Writing is a Business

First of all, please understand writing CAN be a hobby. Not every creative thing we do has to be monetized. But, for those who do want to do this writing thing professionally, and even make a great living? We have GOT to think outside the box book.

This is more important than ever because that brief honeymoon authors had when self-publishing was in the odd expanse between ‘Reserved for Talentless Hacks’ and ‘Maybe a Great New Business Model’ is over. During that brief window, writers were making crazy money for a lot of reasons.

First, Kindles were new and we needed something to load on them or they were a pretty darn expensive fly swatter. Secondly, the Big Six were bad at business and mothballed perfectly awesome titles. Thirdly, not everyone and their cat was publishing a book.

With well over a MILLION new self-published novels a year now? Discoverability is a nightmare. And YES, it seems I am always the bearer of bad news or tough love or bad love…whatever.

But, I want y’all to succeed and the more ways audiences can find us and fall in love with our content, the better. So yes, this means this job requires a lot.

There are SO many reasons pro writing is not for everyone.

Can we just write a book? Sure. Do we have to write a series? Nope. Can we just write a book and hang out on Facebook? Of course. Do we have to have a blog? No. Do we HAVE to do a podcast? No.

But, unless our names rhyme with ‘Stephen King?’ we’re going to have to work super smart UNTIL such time we hit that critical mass of being a household name. My goal, as it has always been, is to give y’all ways to work smarter, not harder. And, now that self-publishing is mainstream? We’re pretty much back to that 93% failure rate, probably higher.

***Most self-published authors sell fewer than a 100 books…like ever.

Chris McMullen has a fabulous post on this. Granted, it is an older post from 2014, but he breaks the industry down really nicely, and I felt his blog gave a far more accurate perspective. For instance, unlike old school publishing, indie and self-publishing have a lot of categories that simply never would have existed before (I.e. poetry books, family genealogies, etc.) that will throw off the averages.

BUT, for the person who believes, ‘Write a Book and They Will Come?’ Those who write ONE book and market it to death, who refuse to do social media, blog, or create additional content via other mediums? Yeah, that max of a hundred books probably likely generous.

In the end…

I GET that it is a tough time to be a writer, but it’s also a FANTASTIC time to be a writer. It’s just that writing goes beyond the books, and we should be happy about that. Yes, more work but we finally can have SOME amount of control over our success.

We can actually have a better business plan than ‘Blind Luck.’

What are your thoughts about Brave New Writing?

Do you consume books in multiple ways? I listen to audio books, read on my phone, my Kindle and when the moon and stars align…paper. Seriously, writers make SO much money off me.

Are you excited or panicking about the podcasting thing?

***Don’t worry, I have an expert coming in to post and teach some classes so y’all can hit it with a stick and see if you might be game. Btw, I meant hitting the podcast idea, not the instructor.

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).

AND REMEMBER to treat yourself to a class! I don’t reveal all my best intel on my blogs .

Classes!

Practice Your Pitch: Master the Log-Line 10/14/21

Register HERE and use Pitch10 for $10 off if register by 10/1/21

Bring on the Binge: How to Plot & Write a Series 9/30/21

Register HERE and use Binge 20 for $20 off until 9/21/21

The Edge: How to Write Mystery, Suspense & Thriller 10/21/21

Register HERE and use Thrill10 for $10 off if you register by 10/14/21

The post Brave New Writing & Learning to Think Outside the Book appeared first on Kristen Lamb.

Sales can be one of the most terrifying words in the English language. If one happens to be a creative professional, let’s just multiply that fear level by ten…or a thousand.

In fact, many writers spent decades longing to sign with legacy publishers for the sole reason that they believed a major publisher would tend to all that vulgar sales business for them so they could simply write and create!

*clutches sides laughing*

It’s cool. I once thought the same. We’re all friends and philistines here .

The first hard truth is that, even if we are fortunate enough to score a contract with a major publisher (scant few that remain), if our book doesn’t sell, the publisher will eventually have to cut their losses (‘losses’ being code for ‘writers who fail to sell enough books’).

Second hard truth? In the modern publishing era, Big Six Publishing has been replaced with self-publishing, indie publishing and smaller, more efficient boutique publishers. Again, building a brand and book sales will largely be on the author.

Regardless of size, publishers are businesses not charities, and throwing good money after bad is better left to Hollywood. This said, the idea of having to ‘do sales’ is still enough to make many creatives break out in hives.

Which is why I am here to help.

Deep Breaths

We writers have a nasty habit of black-and-white thinking in regards to sales. In our minds, there are only TWO approaches to selling.

One approach is to be on every single social site running marketing blitzes, promotional campaigns, holding contests, and blasting people with emails/newsletters until they buy a book…or file for a restraining order.

The other option is we never tell anyone we’re an author or—GASP—that we have a book(s) for sale. Short of applying for WITSEC, we do everything and anything to hide that we’re a writer, including our NAME (refer to The Problem with Pen Names).

In an effort to avoid ‘sales’ we pretty much guarantee we’ll never sell any books…thus fulfilling the societal assumption that writers are all broke losers.

***We’ll tackle that bugaboo later.

I believe most writers are afraid of sales because they don’t understand what sales actually IS. Remember, we writers are in the entertainment business. Notice half that word is business and I dare you to name any business that will last very long without any sales.

And before y’all have a panic attack, what’s the title we authors covet most? New York Times Best Selling Author. Notice the title isn’t New York Times Best Writing Author. 

Even though it should be *grumbles*.

Cuz, Baby Things Change…

Before we tackle misconceptions about sales, I want to point out that we’re no longer in the 20th century. I know, time flies, right? The audience (customer base) of 2021 has evolved and what worked in the 90s no longer works today. Doing MORE of what doesn’t work is…well, stupid.

Alas, I cannot count how many sales books, training programs, etc. still push tactics that are over twenty years out of date.

Our customers (code for ‘readers’) have evolved, which means sales, promotion, marketing, branding, etc. must evolve as well or it will be virtually impossible to create meaningful connections that yield results.

Think of the English language. Have you ever tried to read the original Beowulf in Old English? To spare your eyes and WordPress from a cascading font meltdown, just listen to this (below) for 15 seconds.

Or five.

YES, THIS IS ENGLISH! Brought to us courtesy of Realm of History who apparently got someone drunk enough to be able to pronounce the words properly (as if anyone other than the ridiculously brilliant Cait Reynolds would correct them *rolling eyes*)…

Can you imagine if we tried to hold a conversation speaking this way? Good luck getting a date, a job, or ordering a hamburger.

If the world has evolved, we’re wise to keep pace.

Sales Has NOT Evolved…Much

This profession is as old as time. In fact, sales has been around since Og first realized others wanted the pointy sticks he’d become rather adept at crafting. #TrueStoryIJustMadeUp

Once Og grasped that others were willing to give him berries, nuts, and shiny rocks in exchange for one of his pointy sticks, the concept of business/trade emerged and an entrepreneur was born!

Og, being the clever Homo ergaster he was, eventually realized a fellow tribe member might even offer a couple of hot daughters in exchange for a large order of extra-pointy sticks. So, he recruited his drinking buddies Ag and Ug to help.

In doing this, Og unwittingly discovered scalability.

Og understood that, the more pointy sticks he could fashion and the pointier the pointy stick, the better. This meant he also needed to find ways to let others know about his pointy sticks. Maybe even demonstrate some advantages of owning a pointy stick on say a fish, a squirrel, or an annoying member of the tribe.

Welcome to SALES!

Once we appreciate sales has been around since the dawn of time and is vital and necessary, we can relax a little…or a lot. While sales in and of itself is a permanent societal fixture, tactics have to evolve. Don’t believe me? Try stabbing an annoying neighbor to demonstrate that knife you’re trying to sell and…point made.

*Bada bump snare*

Now that we’ve settled that sales is a good thing that’s here to stay, let’s do some myth-busting. I feel once we separate facts from fiction, it will be far easier to face our fears.

***Bonus points there for alliteration .

Myth #1: The high-pressure, fast-talking, aggressive personality is necessary to be good at sales.

Wrong.

There seems to be this cultural idea of what ‘personality’ is required in order to be successful in sales. Usually this is the fast-talking, Type A ‘extrovert’ willing to pummel any prospect into a purchase.

This is total bull sprinkles.

Yes, this type of salesperson exists and, odds are, we’ve all run into one…then run away from one. Good news is we’re now in the digital age.

The high-pressure, fast-talking, aggressive salesperson is a relic best left in the 90s with shoulder pads, fanny packs, the McPizza…and these things.

In the old days, badgering had no consequences. Now? We now can unfriend, unfollow, block, and unsubscribe. Or, if nothing else works, we can post on social media that this business or product is to be avoided more than The Black Death pandering a litter of rabid kittens in need of a loving home.

Myth #2: Salespeople Sell Stuff & Good Salespeople Sell A LOT of Stuff

Yeah, no. Not exactly.

Salespeople solve problems. Good salespeople solve a lot of problems or solve bigger problems.

That’s it.

The better a person solves problems, the more money they make. Why? Because happy customers LOVE to share a win because it makes us feel super smart, and we like to brag. Also, humans dig being helpful.

This is called ‘word-of-mouth.’

Simple.

Why so many ‘sales tactics’ fail is the seller fixates on selling the product (their needs) instead of focusing on the best way to solve problems (the consumer’s needs).

I get that newsletters, automation, and email marketing are all the rage. Somewhere, somehow my business email was rufied and taken hostage. I’m relentlessly bombarded with emails from authors (or ‘PR firms’ representing authors) all wanting something FROM ME.

Read MY FREE book. Review MY FREE novel. Share MY FREE series with YOUR friends!

This is NOT SALES.

Sales is when someone solves my problems, not when some stranger ambushes me to solve a long@$$ list of their problems.

Some random writer’s lackluster sales are NOT my problem. When the author (or their ‘PR firm’) craps up my email with fresh lists of demands guised as doing me some kind of a favor (I.e. Offering ME a chance to interview THEM about THEIR BOOK…on MY BLOG?)…

*deep cleansing breaths* ….they’re not a solution to ANY of my problems.

They’re an additional problem.

Because when I get an average of twelve of these kinds of emails a day, it makes it a bugger to find messages salient to doing my job. This doesn’t make me want to buy their books.

It makes me want to save that money to fund anyone willing to develop technology that delivers a non-lethal but painful electrical shock to anyone who spams me.

Myth #3: More is MORE

I mentioned earlier that we were no longer in the 20th century, but many marketers and promoters simply don’t grasp this. Or they don’t care to because being lazy and uncreative is easier.

See, it wasn’t until the late 90s and early aughts that computers and laser printers lowered the barrier to entry for businesses who wanted to use printed material for advertising.

This might seem like no big deal, but Kinko’s (and their ilk) started a small trend that’s turned into an unrelenting MONSTER—direct marketing.

Y’all have to understand that, before roughly 1998, printing was ridiculously expensive. Only big companies with massive budgets could afford to print anything on a large scale.

***This is why business cards used to actually impress people. Also, if you lost your cat, you only put up fliers if you liked (or feared) that cat…a lot.

Anyway, cheap printing breathed life into the golem we know as direct marketing (a.k.a. junk mail). Then, once more people owned computers and used email, direct marketing simply migrated to another place to bug the $#@! out of us.

Now? Social media is experiencing this same devolution. Too many authors (mistakenly) believe they need to be on all sites all the time to sell, sell, sell which is why there’s so much automation.

But riddle me this.

If we didn’t want the spam served as paper in our mailbox, and we didn’t want it served virtually in our email, why would it magically become appealing when plastered on our Facebook wall?

Hint: It isn’t.

Capitalism 101

We live in an age with countless choices, unlimited options, lower and lower prices, and in every color we could want. Even with SPARKLES! Cheap and FREE are invasive species glomming up the business ecosystem and making us all sick.

To succeed in any business, the goal is not to replicate what’s already abundant, but rather to take time and zero in on what is scarce.

So what’s scarce? For the sake of brevity I’ll name a biggie.

Trust

All brands, businesses, services and products must earn the customer’s trust. The reason spamming ‘readers’ with free books is so ineffective is that FREE alone is insufficient to close the trust gap, especially in areas the customer stands to lose more than they gain.

There are many instances where FREE has zero impact and perhaps a negative impact on the purchase decision.

For example, would you hire a nanny to watch your children while you went to work because she offered her first week on the job FREE? A new skydiving business opens and first jump from 16,000 feet is FREE! New tattoo artist, and first tattoo is FREE!

Granted, my examples sound crazy but why is FREE not super valuable in these instances? Because whoever is offering the FREE product or service is a stranger we don’t know or trust. We (customers) also stand to lose more than we gain. This is the important difference when considering FREE as a sales strategy.

The COST of FREE

If I’m in the store and a smiling rep offers me FREE a sample of sparkling juice, cool! Costs me nothing and the worst case is I dislike the taste. But, when an author who’s never so much as said hello to me offers me a FREE book, this costs my most valuable resource and the one that’s nonrenewable.

TIME.

And, since the book is being handed out to total strangers FREE, this makes me question why. If the book was actually good, why are they giving it away for nothing? This is when I deduce that FREE will cost me and I decline.

My decision might have been different had the author done something ahead of time to close the trust gap between us. This is why the social media platform and brand is essential if we hope to sell books. It’s also why I recommend authors having a blog. People get to know us, our voice, and see for themselves how well we write at least in one medium.

If we can hold an audience’s attention and show we have at least a basic understanding of the mechanics of writing, we’re already in a stronger position. A blog is free. It’s a pizza sample. The consumer gains more than they stand to lose and we begin establishing trust.

My opinion differs from others, and that’s fine. Some folks are naturally very adept at the old-school marketing and hard core sales tactics. As a creative? It isn’t a good fit for my personality, and the approach is one that must be constantly monitored.

Blogs, for instance, are evergreen (meaning they have a SUPER long shelf-life, unlike ads, tweets or FB posts). I have blogs so old I forgot I wrote them that attract new fans daily. Even though many of my posts are YEARS old, they’re still out there working for me.

My post What Went wrong with The Star Wars Prequels STILL attracts commenters even though the post was written ALMOST TEN YEARS AGO. I doubt anyone would ever discover me with a ten-year-old ad, tweet, or FB post. This is why it’s also vital to write more than one book and have a backlist. Odds are, if a reader enjoys one book, they’ll eat through all we have to offer.

Suffice to say, social media isn’t a new and improved way to spam people and push ads. Used properly, social media is one of the most powerful ways to close the trust gap between unknown author and potential readers by establishing then growing relationships.

Sales & Brand

If we stop and think about sales as a profession before direct marketing, what did it entail? A lot of taking customers to lunch, golfing, dinner parties. Essentially? True sales is about (and has ALWAYS been about) creating relationships. Done properly, the people one mingles with like us first, but they ALSO associate us with OUR product to solve THEIR problem.

Thus, when they need a book to download at the last minute when stranded at the airport, they (ideally) think of us.

This is where sales and brand merge together. What do people FEEL when they see our name?

Does our name evoke pleasant feelings or indigestion?

Too many authors, in a mad rush to promote, haven’t yet created rapport with their potential audience, and thus remain an unknown. The harder they market and the more they promote, the more they widen the trust gap into a trust chasm.

I know of many authors who are incredible with spreadsheets and marketing campaigns, and ads, and all of that is a wonderful skill. My point here is that too many get the proverbial cart ahead of the horse (hard-charging marketing) before establishing a relationship, and that is a formula for major burnout (especially for those of us who don’t have Excel in our DNA).

What is Our BUSINESS?

We writers are in the business of storytelling. Great stories are our business, our product and our single greatest selling tool. Outstanding books solve a lot of life’s problems.

Just ask anyone stuck in a doctor’s office, airport, or hospital with no wifi.

Humans LOVE stories. We are a story people. I love mysteries because they keep my brain and attention to detail sharp. Some folks want to experience the thrill of new love (romance), the adrenalin rush of the chase (suspense/thriller), or maybe retreat to a world of magic or far off galaxies. Real life, especially with COVID, is heavy, and fiction offers an escape, a place for catharsis, and even just plain fun.

It’s easy to believe that people just don’t read books anymore, but that’s hogwash. In our digital culture, audiences are hungrier than ever for content. They love blogs, binge on podcasts, and inhale audiobooks or read on their phones during long commutes. Netflix, Amazon and others in the movie industry are constantly on the hunt for books that can be made into new movies.

The best ‘sales strategy’ for selling a lot of books is to take the time, effort and money one might be tempted to pour into a steady stream of ‘promotional campaigns’ and write excellent stories instead. The product is essential. Write books people enjoy so much they can’t wait to share their experiences.

In between ‘life’ and on writing breaks, hop on-line and relax, get to know people, connect. Reach out to others via common interests. Get to know THEM. The best salespeople are authentically interested in others.

Ultimately, delighted readers are the best salesforce of all…and they not for sale .

What Are Your Thoughts?

Does this post make you feel a little bit better about sales? Clearer about what to DO on social media? Yes, it is OKAY to have fun and YES, post the kitten videos. It is also perfectly okay to advertise, promote and market…eventually.

Just that whole horse ahead of the cart thing.

I appreciate all your thoughts and love hearing your experiences. For those authors out there who ROCK the spreadsheets? I’m super jealous.

But for those like me who are more ‘ADHD meets nutty professor’ with lists for your lists and stacks for your stacks, take heart. You, too, can be good at sales if you always remember your book is solving a problem for your audience. If they want/need/crave magic? Give them MAGIC. They want love? Make them see hearts and sparkles. Do they long for adventure? Take them for a journey they’ll never forget.

Once you keep this core concept as your primary focus, sales is a lot more fun…or at least doesn’t make you want to hide in a closet weeping into a bowl of brownie batter .

Any thoughts, questions, concerns? I am happy to answer and might even write a post to help you out!

The post Sales: How Can You Sell More Books When You’re Terrified of Selling? appeared first on Kristen Lamb.