My last post, Barnes & Noble SOLD: Goliath Has Fallen & What This Means for Writers, was a long and detailed journey explicating precisely how we’ve all ended up at this spot in history—writers, readers, bookstores, booksellers, publishers, investors, etc.

The big-box bookstores are dead for good until some @$$hat forgets what a bad idea they were and resurrects them again.

In the meantime…

Now that Borders is a distant memory and Barnes & Noble a recent casualty, many of us find ourselves balancing, terrified, on the precipice of the unknown.

This time of transition possesses a particularly acute terror reserved for pre-published and published authors.

Yet, in light of all this upheaval, I challenge authors to learn from New York Publishing’s—‘The Big Six’s’ mistakes.

One mistake in particular.

Authors are NOT Bookstores

New York failed to remember its identity, and that was the critical node that set off the cascading system failures.

Legacy publishing (namely the multi-national media conglomerates calling the shots) forgot that publishers were in the STORY and INFORMATION business.

As mentioned in my previous blog, legacy publishers were NOT in the ‘protect the paper industry’ or the ‘prop up incompetent book retailer’ business. This mission drift was a fatal one that steered them straight into the metaphorical rocks.

Publishers forgot they existed as edification and entertainment dealers. They had a simple three-part mission:

I. Explore, unearth and expand any and all forms of potentially valuable content.

II. Connect that content to any media distribution channels with potential for profit.

III. Nurture profitable avenues and locate any stagnant business tributaries. If these sluggish channels couldn’t be revived expeditiously, eliminate them before they festered.

PRIME DIRECTIVE: Publishers existed solely as gatekeepers, winnowers, distributors, and cultivators. They were there to PROTECT their RESOURCE (the authors), so as to best SERVE the CONSUMERS (audiences).

That was IT. Yet, they forgot their purpose and it cost them dearly.

Storytellers, Educators & Entertainers, Lend Me Your Ears….

Now, talking to my fellow creatives and content creators. I’ll simply use the term AUTHORS from this point on for the sake of simplicity.

Authors do love bookstores, but we are not in the bookstore business.

Yes, this is actually vastly important to remember.

Bookstores exist because of us and not the other way around. Authors existed long before bookstores and we’ll be here long after bookstores.

To reiterate. Authors are in the content creation business. Distribution is a whole other matter.

I know a lot of commenters expressed feelings of depression, dismay, discouragement after reading my last post. Today, I want to remind you who you are.

Authors, this is not our first rodeo…personal extinction.

My POV? Storytellers are actually the oldest profession. Or how else could the other alleged ‘oldest profession’ get enough business to brag about being the OLDEST profession?

But I digress….

Authors didn’t start out with large publishing houses that possessed a global distribution network to disseminate our work printed in fancy paper books to stores.

We evolved from bards, crones and sages who passed on stories and knowledge orally, namely through song (e.g. Psalms) then later via theatrical performance (e.g. the Greek tragedies).

In other parts of the world, some clever folks invented pictograms and ‘authors’ adapted. We either learned how to draw or made fast friends with someone talented enough to tell our stories using pictures of CATS.

Pyramids? Talk about EXPOSURE.

Later, Western civilization adopted this thing called ‘an alphabet’ from the Phoenicians.

***This alphabet gave authors the unique ability to point out how dismally ironic it is that the word ‘phonetic’ is in NO WAY spelled phonetically.

#HukdOnFonixWurkdForMe

With symbols, authors crafted the epic poems like Beowulf:

Authors have evolved from stories held only in memory to capturing them in pictures, to finally adopting abstract symbols that represent words and concepts.

Yes, it’s witchcraft. Can’t have spelling without a SPELL.

Think of it. To this day, authors create people, places, events, universes, empires, and religions that have never existed before we thought them up.

We do ALL this using various combinations of twenty-six letters.

More like twenty-three letters because Z, X, and Q are next to useless. Q always needing to borrow U to get anything done.

***rolling eyes***

The plain fact is that authors have ALWAYS had to find new ways to sing for their supper. In the beginning? We LITERALLY did this.

As time went on, we learned to attract patrons then publishers and producers who would financially support our art.

Suffice to say, we’ve had our world shift plenty of times and we’re still here and always will be (for those strong enough to survive the transition).

Bookstores & the Death of a Dream

A major reason Barnes & Noble’s fall has hit many so hard it is represents another dead dream. We’re grieving. It’s hard enough to do what we do without also fretting over the business side of the business (especially when they can’t seem to get their act together).

I think it’s fair to claim most authors have been in a perpetual state of terror (peppered with brief windows of hope) for far too long.

If you’re like me, maybe your sparkle’s been dimming and it’s taken everything not to give up.

Was writing even worth it anymore?

The big-box bookstores that were supposed to be so wonderful, only managed to crush our childhood dreams.

We mourned as we bade farewell to the bookstores that kindled our earliest desires to write. After the long good-byes, we moved on to a new normal.

I know I spent hours wandering the aisles of Barnes & Noble reconceptualizing what ‘making it’ looked like. Okay, so I’d never see my books in B. Dalton’s or Taylor’s or any of the small mom-and-pop bookstores from my youth, but that was life.

Fair was a weather condition.

I don’t know about y’all, but I imagined book signings, launch parties, my novels on pretty displays in actual bookstores. Yes, even Borders or Barnes & Noble.

Then Web 2.0 and the digital revolution arrived. NY and the big-box stores had every opportunity to maintain dominance. Instead, they rearranged deck chairs on the Titanic and pretended everything was jolly.

The Band Played On…

Like most pre-published authors, I fantasized about real author events, the ones where I’d read aloud to devoted fans from my latest book. I’d hug, shake hands and answer questions as I signed beautiful copies of my work fresh out of the box.

Those were the dreams that kept me going in my darkest hours when it made no sense to keep on writing. When everyone called me foolish and told me to get ‘a real job.’

I don’t think a single one of us daydreamed about favorable algorithms, a massive email newsletter list with a solid open rate, or a depressing spot for ten copies of our book on a Costco bargain table.

And I sure as hell never dreamed of working like an organ-grinding spider monkey for fractions of KU pennies.

None of us did.

This was why I wanted to point out how LONG ‘authors’ been around. We’ve been through major changes.

We took our lumps, hunkered down and waited it out as we learned how to thrive in a world with new rules. Every time our world has been turned on its ear, we survived and thrived…because we ADAPTED.

***For some eye-opening history of our industry, I recommend my posts ‘Real’ Writers Don’t Self-Publish and ‘Real’ Writers Don’t Self-Publish Part Two.

Change is Scary but Necessary

Publishers have faced similar apocalypses as well. Just think of all those monks who had to start hipster microbreweries once Gutenberg came on the scene.

Thanks a lot, Johannes. Now EVERYONE can be published.

***throws up quill and inkwell***

That, or they had to go to Vatican night school and learn how to type set.

While it’s impossible to wholly ignore the recent thanatoid shroud that’s settled over our industry, keep in mind that endings aren’t always a bad thing. Authors, of all people, should appreciate this.

Without endings, there can be no beginnings.

Any system that grows unchecked is wide open for disease, decline, and death. This is true in nature, in business, and even with bookstores.

Personally, I am GLAD Barnes & Noble finally bit it. They’ve been ‘dying’ for a like a friggin’ decade…so fair to say I’m way past over it.

Yes, it’s the end of an era—blah, blah, blah—but now we can finally move on!

The System is SICK

I’ve already relayed the long list of chronic ‘illnesses’ that plagued NY and spelled the decline if not death of The Big Six.

***Which originally was comprised of Penguin, Simon & Schuster, Macmillan, HarperCollins and Hachette and other large traditional publishers, for those who don’t know.

I think the only issue I didn’t explore in any depth was in regards to the negative impact of so much talent pool inbreeding. Sure, being a blue blood has plenty of perks, but plenty more perils to go with them.

By publishers and elite lists propping up The Author Aristocracy decade after decade, there weren’t any new authors being folded in for younger generations to fall in love with.

I believe this is why we saw such an explosion in the Chick Lit and YA (Young Adult) categories that neatly paralleled the overall decline in numbers of readers.

Younger people didn’t want to read the same authors their parents loved. They couldn’t relate to the worlds, characters, and story problems in a Danielle Steele romance or a Clive Cussler techno-thriller the same way previous generations had.

There’s a fascinating article, Bias, She Wrote: The Gender Balance of The New York Times Best Seller List.

Take a look at The New York Times top authors by decade from the 1980s to present day. You’ll see the same names over and over, the list shrinking and almost no new talent and NO young talent making it to the top.

Seriously

Obviously, this puzzled me, so I asked my super smart friend Cindy Dees who’s a New York Times and USA Today bestselling author of fifty suspense and thriller novels (and a hybrid author) about J.K. Rowling and why she didn’t appear in these metrics.

Cindy’s answer?

‘J.K. Rowling blew up the NYTBS list so hard in 2001, they created an entirely new category for her to pry her out of the #1 spot.‘

A Tale of Brick-and-Mortar Bookstores & Bias

We already know that the big-box chains pre-negotiated which authors and what books would be allowed in the stores.

Yet, even as they were dying, Barnes & Noble continued to largely discriminate against indie authors and their books…even those that were selling better than their traditionally published counterparts.

My early social media books We Are Not Alone: The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer were top performers.

Yet, I can’t tell you how many times I received frustrated emails from fans who’d gone into their local B&N to order a paper copy and were sent away (even though my books were listed with Ingram and had the appropriate ISBNs).

My perennial branding guide for authors, Rise of the Machines: Human Authors in a Digital World has never graced a B&N shelf even though it’s earned almost a hundred and eighty positive (4 and 5 star) reviews.

I’ve actually keynoted at large events where the on-site B&N bookstores refused to order my books.

…which is kinda weird when you’re the one people have paid to see.

I know I’m not the only successful indie author who’s faced this challenge with brick-and-mortar stores (even ones that weren’t Borders/Barnes & Noble).

Brick-and-mortar stores are going to have to be open to selling good books, and stocking authors readers love and want regardless of pedigree.

First, we need fresh blood in the literary gene pool if people are going to ever get excited about reading again. That and our profession is about to marry a cousin and start playing banjo.

Secondly, consumers are searching for something fresh. What are the really getting? This meme says it best….

Digital Disease

Traditional publishing isn’t the only entity that’s created a mess. Sure, legacy publishers bred a certain kind of author to the point that, while they’re super pretty, they’re also prone to hip-dysplasia, neuroses, and they bite.

JOKING!

…mostly.

In the digital realm?

Amazon and other digital outlets have allowed untrained, unvetted, unteachable wanna-be writers to breed book titles faster than bunnies on fertility drugs.

In permitting this, they’ve dumped ‘History’s Largest Slush Pile’ into the readers’ laps.

The past several years have marked a time of unparalleled fraud where one’s ability to game algorithms and probe for cheats in the system for profit has trumped learning craft.

There are too many ‘writers’ more interested in mastering advertising and marketing instead of buckling down and learning about story-craft. They churn out ‘book’ after ‘book’ and can’t understand why readers aren’t lining up to throw money at unreadable junk.

An author’s job is to inspire, enlighten and entertain. We serve the reader (audience), not the other way around.

Audiences are under zero obligation to financially support poorly written, unedited wish-fulfillment fraudulently packaged as a novel.

The reason most ‘books’ aren’t selling has less to do with any lack in marketing or advertising budget, and a hell of a lot more to do with these so-called ‘books’ being an affront to the English language (and possibly other languages as well).

Spray paint a dog turd gold and all you have is a golden turd. The book industry stinks because we’re all up to our chins in literary turds hiding under fancy covers.

We all long to discover a new book, not step in one and have to scrape it off our Kindles.

Invasion of the Professional Amateur

This is a message for creators as well as publishers and bookstores.

Consumers will not tolerate a marketplace with such poor self-governance much longer.

Not when Netflix exists.

Amazon (and other digital outlets) need to get their act together and put in some sort of EFFECTIVE gatekeeping to restore faith with consumers.

As far as I can tell, the desire to offer some semblance of quality control was (is) a major force behind Amazon’s push to open brick-and-mortar stores.

The objective is to smart-stock stores regionally. Stock local authors and titles that sell well in that region regardless of pedigree.

Even Barnes & Noble 3.0 is looking to employ similar tactics in the near future. Waterfords’ C.E.O. James Daunt managed to resurrect the dying U.K. giant by changing how they did business.

He ditched the cookie-cutter standardization and let the managers of each store run their location almost like the owner of an independent bookstore.

According to a recent article on Inc. Hedge Fund Buys Barnes & Noble. It Could Be Very Good News for Customers by@MindaZetlin:

It (Waterstones) also pays close attention to what customers want in different locations—including a Russian language bookstore within its Piccadilly store, staffed entirely with Russian speakers.

Daunt plans to do the same with Barnes & Noble 3.0.

Wow! Who would have thought? A Barnes & Noble with books translated into Spanish staffed with Spanish-speaking employees in El Paso, TX?

***clutches pearls***

Meanwhile, Control What We Can Control

Yes, the publishing industry is a complete mess, but this mess is temporary.

A lot of the chaos today was the inevitable consequence from decades of bad business decisions (as well as the largest shift in communication since the invention of the Gutenberg press).

For generations, authors didn’t have a voice in the business of our business.

Now, we do.

I’ve been preaching since 2008 that WE ARE THE BRAND. Our brand—comprised of name, reputation and products (books)—is our most valuable asset. When our name alone can sell books, we don’t care who’s in charge because readers will come to US.

Does anyone really believe Stephen King, J.K. Rowling, Nora Roberts, George R.R. Martin or Debbie Macomber will suddenly have their careers capsize because Barnes & Noble isn’t what it used to be?

Of course not.

Fans will simply search out bookstores and sellers who carry their favorite author brands.

Guess What? Writing is a JOB

Authors are in the entertainment business. Note the second half of that word is business. The new bookstores want to stock great stories/books readers want.

Our job?

Write the great stories/books readers want and build an online brand that cultivates a following and makes us easy (for bookstores) to find.

Brands are VITAL, especially in an age of a billion options. A brand is a promise. It guarantees a certain level of quality without the consumer (readers or bookstores) having to do a ton of research or thinking.

A good brand saves TIME.

In a world with limitless choices, we default to who we know and who we like.

Consumers look to Maserati, Honda, Ralph Lauren, Spalding, Harley Davidson, Levis, Hellman’s, MAC, Bulgari, Rolex, Apple, etc, etc. because they trust the name says it all. The name implies a certain level of implicit quality.

Case in point: Bergdorf’s versus Walmart.

Brands allow time-starved consumers to quickly locate what they want/need. Most of us are willing to spend the extra dollar or two on Heinz 57 ketchup instead of trying the cheaper catsup.

We don’t want to risk being disappointed.

The beauty of a brand is that we (authors) no longer have to compete solely on PRICE. Our names become valuable, so we can avoid the race to the bottom of who can give away the most for free or nearly free.

We DO OUR JOB & Help Bookstores Do Theirs

If we want to be a successful (or at least respected) author, it’s incumbent upon us to learn the nuts and bolts of our profession.

I can’t count how many ‘published books’ I’ve seen that wouldn’t pass high school English, let alone a NY gatekeeper.

Serious authors learn grammar and how to spell (or hire those who can correct it for them).

I get there are those who are hopelessly dyslexic or who simply never mastered spelling or grammar. But, professionals are aware these are weaknesses and plan accordingly.

They don’t use ‘I’m a terrible speller’ or ‘I don’t understand grammar’ as a pass to publish books that give readers a brain bleed.

Serious authors embrace education and training.

There’s that old saying, ‘What do you call a writer who never gives up? Author.’

Great quote but VASTLY outdated. It’s from a time there were gatekeepers to pop bad writers on the snoot until they either gave up or got better.

These days, practice is essential but we need training, too. Practice is not enough.

If I go hit ten thousand golf balls without any training on how to swing a club, it doesn’t make me Tiger Woods. It makes me an idiot who likely needs a good back surgeon.

And before anyone shouts me down, if you were accused of murder would you hire a person who never attended law school to represent you?

How about hiring a mechanic who’d never successfully changed oil to repair your transmission?

But he’s seen every single Fast & Furious movie twenty times! Why so judgmental?

And yet, there are writers who brag about never reading fiction (even their own genre) and gloat about how they’ve never read a craft book or taken a class.

Too often these same ‘writers’ are mystified why their books are not selling.

Must be the marketing plan. Not a big enough budget.

Anyway, once we learn how to write, and create a superlative product(s), we then have to cultivate the platform and create the brand.

Though hopefully you’re doing all this simultaneously.

Trust me, you do NOT want to have a book ready for sale and no platform and no brand. What is a brand?

A brand is when a name alone has the power to drive sales.

Tiffany & Co.

Neil Gaiman.

Deepak Chopra.

Again, writing great books is a HUGE part of the job, but the other part involves creating a platform and brand. This is also where I hear the wailing and gnashing of teeth.

But all I want to do is write the books.

Don’t we all?

A properly constructed brand only grows stronger over time. Authors with a solid brand have freedom, flexibility, resilience, and they also have a lot of very lucrative ways to bring in income other than books.

J.K. Rowling became a billionaire because of her brand. She didn’t make over a billion dollars on book sales alone.

Her Harry Potter brand earned (and continues to earn) hundreds of millions from movies, merchandising, and The Wizarding World of Harry Potter at Universal Studios, and more.

There are some amazing changes in the industry, and a solid brand is what makes the difference between missing the train and driving it. Within the next few years, it will be the best time in history to be a trusted author.

I won’t discuss all those avenues here, though I do detail some of them in my classes.

The Bookstores of the Future

Will have the same goal as all bookstores in the past—connect readers to books they’re willing to BUY…then come and BUY MORE.

Suffice to say that bookstores will have to be able to FIND an author before they can decide if they like the author.

Barnes & Noble has already proven that stocking shelves solely with legacy published novels is no panacea. Too many known and beloved authors are not coming from the traditional path.

Bookstores will have to get a good mix of authors from all origins if they hope to be competitive.

This means that those managers in charge of the new Barnes & Noble stores, the upcoming Amazon brick-and-mortar bookstores, as well as the managers of those indie bookstores that have been thriving despite the on-line competition will stock the authors (books) they like and KNOW (code for they have a brand).

This could be any one of you guys, so no long faces anymore.

I truly believe we will see new gatekeepers emerge and the up-and-coming bookstores will do a lot better job. Hard to do a crappier one.

Eventually I believe a spot in bookstores will be part of what separates the professional from the poseur.

This said…

An Insider Tip: Publishers haven’t had a major disruptor (a runaway game-changer) in over FIVE years. 50 Shades of Grey was the last dark horse, and publishers are desperate for that new author who breaks in and turns the world inside out…in a good way.

This disruptor could be you. Why not?

In the meantime, our job is to write excellent books readers will love and cultivate that on-line brand and platform.

Feel free to get a copy of Rise of the Machines: Human Authors in a Digital World if you want a step-by-step book how to build a resilient brand that grows as you grow.

I created the book to be evergreen. It doesn’t rely on technology and is technophobe friendly (and funny). Social media changes, but humans never do.

OR you can scroll down and I have a long list of On Demand craft classes AND social media, sales and branding classes on CLEARANCE. Summer sale!

Everything y’all need to make your mark in this next phase of bookstore history .

What are your thoughts?

I LOVE hearing from you!

Are you tired of the digital revolution and the giant landfill of crap? Weary of all the focus on gaming the system instead of writing good books?

Tired of a system that almost FORCES authors to fixate on gaming strategies instead of solid writing?

Are you excited that the remnant independent bookstores and new, reimagined indie bookstores are on the rise? Does this news help ease the depression/panic you might have felt last post?

While my next post likely will tackle gatekeepers of the future and the reinvention of bookstores (in more depth) what are your ideas?

What are some ways that we can establish some NEW and hopefully IMPROVED system of finding the diamonds buried the literary landfill?

Thanks SO MUCH for all the comments last time. I promise, we’ll get back to shorter posts once the smoke clears.

Just FYI, I will have to free up space on our servers. All my classes come with a free recording. This said, I’ve put selected recordings on CLEARANCE until new classes begin.

This not only is to help y’all get the training you need (affordable summer school), but it will open up room for the new recordings of new classes.

Please take advantage of the sale! I rarely drop prices this low.

After July 17th, these classes will no longer be for sale (and will be slated for deletion).

Some, I will offer again later in the year. Others? I won’t be offering again the same way (will be likely splitting them into two classes because they ran long).

Thanks so much for your support!

ON DEMAND CLEARANCE ON BRANDING & CRAFT CLASSES!

Available until July 17, 2019

CLEARANCE Branding, Social Media & Sales Classes

ON DEMAND T.K.O. BUNDLE: Branding, Blogging & Sales for Authors

$99 (Regularly $165)

ON DEMAND Brand Boss: Branding for Authors

$35 (Regularly $55)

ON DEMAND Sales for Writers: Sell Books Not Your SOUL

$35 (Regularly $55)

ON DEMAND Blogging for Authors

$35 (Regularly $55)

Also Offering:

ON DEMAND Social Schizophrenia: Building a Brand WITHOUT Losing Your Mind

$35 (Regularly $55)

CLEARANCE Craft Classes

Plot Boss: Writing Books Readers Want to BUY!

$35 (Regularly $55)

Fiction Addiction: The ‘Secret’ Ingredient Readers Crave

$35 (Regularly $55)

Story Master: From Dream to DONE

$35 (Regularly $55)

The Art of Character: Creating Dimensional ‘People’ in Fiction

$35 (Regularly $55)

Beyond Bulletproof Barbie: Creating Strong Female Characters for a Modern World

$35 (Regularly $55)

The post The Death of Ye Olden Bookstores & the Author Identity Crisis appeared first on Kristen Lamb.

Too many choices!

We’ve had an eventful week or so with my last couple of unplanned posts. In all fairness, I did expect to get some knickers in a twist (which I did) with my post Pay the Writer. As a quick recap, I love used bookstores. They get a lot more of my money than I like to admit *looks up number to 12 Step Sponsor*

You don’t understand. Half Price Books has books ZEN DOODLES. No frigging idea what those are…just that I need some.

I’m not against “discovering” an author there.

But writers? If we promote used bookstores, make sure to remind readers you don’t get paid that way. Discovery must serve a purpose. Exposure must have the follow-up to be effective.

Because if you don’t ever make any money, you have to go work retail. If you work retail, one day you will be asked one too many stupid questions. When you’re asked one too many stupid questions you snap. When you snap, you lose your job. When you lose your job, you can’t face your spouse. When you can’t face your spouse, you sell drugs for the cartel. When you sell drugs for the cartel, you get involved in a gunfight.

Don’t get involved in a gunfight for the cartel. Encourage readers to buy new if they LIKED it.

Readers, if you find a book you LOVE at that church thrift sale for 50 cents? ROCK ON! If you want MORE books like it? Try to buy new. That’s how capitalism works.

When no one buys new? Well go peruse pictures of Cuba.

By the way, if we buy NEW, the used bookstores make MONEY when we sell those suckers to fund our addiction. So anyone who is foolish enough to think that me encouraging people to buy new books is going to undermine the used book franchise doesn’t remember what used bookstores sell.

The Truth About Samples

Mmmmm…saaaaamples.

Yes, I get that the used book is a sample. Just like at Costco they give out samples of pizza bites. But if no one ever BUYS pizza bites and instead use Pizza Bite Lady as a free buffet?

Pizza bites go away and tofurkey bites take their place and then the terrorists win.

*runs away from vegan friends*

That was the only point to the post that seemed to cause so much offense. Yes Mr. Konrath, I get NO ONE OWES the Pizza Bite Company writer anything, but still nothing wrong with the Pizza Bite Company writer asking for the sale.

When the Pizza Bite Company asks for a sale after we’ve laid waste to the sample table like an Old Testament plague? They’re selling not whining.

Nothing dirty about it when pizza bites sell stuff. Nothing dirty when writers sell stuff either .

Today we’re going to talk about reviews, because I do think that was the big shocker from my last post. I believe most folks have come to mistakenly assume that reviews are kind of this “extra” nicety that isn’t directly relevant to the author beyond ego and that’s patently false especially in the digital age where we writers live and die by algorithms.

Yes, in the digital age, our biggest challenge is discoverability. The defenders of the used bookstore have an excellent point. Obscurity=DEATH. That IS true. But I still say, discoverability means nothing to writers (or any business) without an eventual sale…somewhere.

And for those of you who are on that limited budget who inhale books by the dozen? You have no idea how much power you wield to truly help the writers you love but hopefully you are about to find out.

***Note I said the writers you love. Not ALL writerKIND. Just because I write a book does not entitle me to any review beyond what I EARN.

Why Reviews Are So Essential

Sheer Visibility

We’re all spoiled by Web 2.0 which is a user-generated web that is the offspring of the implosion of the doc.coms in the early 2000s. If you recall the 90s, web content was static. Content was mostly generated by sweaty geeks living in their grandmother’s basement (Okay, I was in a guest room). Anything Internet-related might as well have been Sanskrit for the average person.

Now? Everyone contributes to the web including  my sidekick Odin the Ridiculously Handsome Cat.

This is part of what makes the Internet so damn addictive and fun. Everyone contributes. But, with all this content, the web is a BIG place and it’s very dynamic.

Search engines use algorithms to keep everything organized. Algorithms in turn rely on certain favorable behaviors.

I teach this in my book Rise of the Machines—Human Authors in a Digital World. You want a website that gets more traffic? Blog off it! Want a blog that gets more traffic? Do the stuff search engines love. One thing search engines LOVE?

Fresh content.

Would you want a Coke that had been sitting out for days? It’s stagnant, flat…got floaties? Guess what? You and search engines have a lot in common. You like fresh stuff. So do search engines.

This is why regular reviews are very important. If my book hasn’t been reviewed on Amazon since 2013? Algorithms will figure my content is best ignored unless someone actively hunts for that molded cup of forgotten Coca Cola my book.

When a book is reviewed, however, Amazon (or Goodreads or wherever we review because they use the same basic programming) perks to life. Because any site that sells or recommends books wants to help guide customers to good/new content, it’s obviously going to favor the “happening” place.

Think of it this way.

You have out of town guests. Are you going to recommend they go hang out at that dive off the highway where the bartender is about to die from loneliness? Or that hot salsa club downtown with a line out the door?

Visibility & One-Click Shopping

When that review improves the algorithms, the algorithm then starts improving that book’s visibility. It shuffles that book out of the dusty back realms of Nowhereville and gets it in the sightline of a possible buyer. Why this is perhaps more valuable on-line is that Amazon (in particular) understands sales.

Why I’m not a fan of the “exposure” alone is that I come from a background in sales.

There’s this thing called inertia and it’s a bugger to overcome. When I worked in jewelry, if I let a person out of the store without making the sale? Odds we’re 99% that sale was as good as lost. It was better to sell something and make the person have to RETURN it because then inertia worked in MY favor.

Same with used books. Great, customer gets a good book, but most of the time? That’s just not going to translate into a new sale unless an outside factor intervenes.

Outside Factor #1—OMG! TAKE MY MONEY!

Original image via Flickr Creative Commons courtesy of Sodanie Chea

OMG! I SAW ANGELS! I MUST BUY! It happens.

All of us (writers) think we have written this book. Probably not. We keep at it though until we do.

Outside Factor #2—Consumers Voting With Purchases

We vote with consumer dollars all the time and often this is sparked when we are educated that we need to buy differently. Don’t believe me?

I’m highly allergic to gluten and have been all my life. Three years ago most people thought Gluten was a moon orbiting Pluto. Then writers started educating consumers about the food industry. Our food had gotten to where you needed a degree in organic chemistry to know what the hell was in it.

Consumers fought back.

They ignored cheap foods loaded in artificial ingredients and bought non-GMO, organic and gluten-free. As a consequence, prices dropped, selection improved and now General Mills has announced that this year it will be removing artificial ingredients from many of its most popular products.

I can…OMG…eat Cheerios again! *SOBS* Spawn can eat them!

Image vie Cheerios. WE LOVE YOU!!! Even though you are stuck to every piece of furniture I OWN!
http://www.cheerios.com/GlutenFree/

THAT is the power of educating consumers. Readers have the exact same power. Now that people know how writers they love make money, buying habits may be altered due to this factor and inertia overcome.

Hooked on a series from a used book? Perhaps buy the next one new.

Outside Factor #3—Our Nemesis, THE IMPULSE BUY

Most of the time price and seeing a new copy while shopping will spark a sale.

The main reason Amazon IS the new SkyNet is they’ve mastered the one-click impulse buy.

So when that algorithm shuffles your favorite author’s book into the sightline of other potential readers? Odds greatly improve that someone will impulse buy. More sales means that author’s odds of continuing to write more books like the one YOU liked have greatly improved.

How Else Do We Authors Improve?

Original image via Flikr Creative Commons, courtesy of Peter Dutton

Believe it or not? Writers are omniscient…only in our fictional worlds. We just can’t know unless you tell us.

For the fiction writers, if ten people say our characters need more depth, then we won’t be wasting time doing more world-building. Feedback makes us better and saves us time.

And *draws a breath* I’m again about to possibly be unpopular.

We writers hear that you (readers) want excellent and professional covers, seamless interior design, professional editing, proofing and formatting…but that costs money. Please don’t rant that no one owes us a living and that you refuse to buy new books but then gripe about crappy covers.

We’re going to have to meet halfway.

Writers. We have a responsibility to put out the very BEST product possible. Refer to my post Five Mistakes Killing Self-Published Writers.

Reviewers don’t owe us any review beyond what we earn and they shouldn’t pay for an inferior product.

The Deadly Silence

I think what’s killing many authors is that readers have come to believe that reviews are not important to us in any way beyond our ego or guiding other consumers (like reviewing a toaster).

Either readers will enjoy a book and never say anything, OR often they will say it in the “wrong” place.

I can’t count how many e-mails I get where a reader just gushes how my book changed their life. How awesome my book was. They loved it!

…then never write a review.

Reviewing Tips

Original image via Flickr Commons courtesy of Mark Coggins

It’s OKAY Not To Be a Pro

We’ve all made the book review WAY more complicated than necessary. Readers, you are not professional book reviewers and do NOT NEED TO BE. If a book kept you up until four in the morning and made you hate life as you slogged through your day job? Give it 4 or 5 stars and just write:

“Book kept me up until 4: 00 a.m. Writer is evil stealing sleep from innocent victims.”

If the book kept you interested and was fun and did its JOB? Reward it. Simple.

I know writers freak you out and you think we’re silently judging your prose. We’re actually too busy wetting ourselves that you liked our book and picking out artisan frames to put your review in….typos and all. They just make you extra adorable.

It’s all good.

Review According to the Book’s FUNCTION

Did the author do his/her job? If yes, great! Why was it great? If not? Why not?

If it’s brain candy then say, “Hey, great brain candy. Fun Saturday afternoon read.” Not all books are supposed to be contenders for the Pulitzer.

Recently I gave a good review to a NF but also left a criticism. The author had mission drift. He never delivered what the book promised (the THESIS). Now, I gave him four stars because I still got a lot out of it, learned a lot and enjoyed the writing…but he didn’t do his job. At least not all the way and he can’t do better unless I give feedback.

And I have the attention span of a meth-addicted ferret so if I finish a book? You get 4 stars just for that alone.

Kristen’s Brain as acted by Spiffy the Hamster
Original image via Dan Derritt Flikr Creative Commons

NEVER Put Your Name on What You Don’t Believe In

This is to offer relief to reviewers. Don’t let writers guilt you and if they insist on guilting you, tell them you’re going to tell me *stern Mama face*.

You beloved reader, don’t owe us anything we don’t earn.

Yes, I want you to support writers with good reviews only because I do think a lot of you have enjoyed books and have never taken time to write a review because you simply didn’t understand how much they mattered. Beyond that?

You’re in the clear.

If you don’t want to write a review? Don’t. You don’t owe us anything.

If you’re a reader and choose to leave a bad review? All I ask is you remember a real breathing human is on the other side of that. A human who sacrificed many hours of free time for the sole purpose of wanting to bring YOU joy. 

If we failed, we failed. That’s fair. But, there’s a difference between giving us something we can work with to improve versus prompting us to contemplate suicide.

Writers, don’t guilt others into giving good reviews.

This is a big reason that it’s tough to get reviews. I hate to say it, but I’ve lost many “friendships” because I refused to write a stellar review on a piece that had not earned it. Pouting isn’t professional.

Original image via Melissa Bowersock WANA Commons

If you want to be paid, then you’re a pro but that comes with some hard knocks and sometimes that hard knock is the book sucked. I’m your colleague and will tell you in private.

Readers don’t owe you (or me) that courtesy.

Tips for Shopping

This is mainly for the readers.

Take One Star Reviews With a Grain of Salt

One of the reasons I am not a huge fan of Goodreads is that trolls tend to hang out there and GR has not done a lot protect authors from being abused. So, if you spot a book that suddenly has a weird cluster of one and two-star reviews and there is NO explanation? Could be troll-sign. Trolls also like to hide behind cutesy monikers and avatars (btw sock puppets do too).

Do NOT Be Spooked By All Good Reviews

I also heard a lot of people say they were suspicious if a book got all good reviews, but be careful.

If you see a gathering of all 4 & 5 stars and NO commentary, THEN be wary. That’s a good sign you have a cluster of sock puppets (fake reviews).

But if you’re looking at a book that’s getting mostly 4 and 5 stars and readers are detailing WHY, the book might just be THAT good and the writer earned those high marks. Don’t punish excellence.

For the writers.

DO NOT PAY FOR REVIEWS & DOWN WITH SOCK PUPPETS

Anyone who has a financial interest in reviewing our book already has a conflict of interest as far as I am concerned. Save your money.

One thing that has really burned my @$$ is authors banding together and reviewing each other’s books and that is all well and good if the reviews are genuine reviews. Sadly this has not always been the case. Being a sock puppet doesn’t help anyone.

It will wreck your friend’s brand and your brand because readers will lose confidence and colleagues will lose respect. I refuse to put my name on anything I don’t believe in. If I give a book a five star glowing review? It earned it.

Being a real friend is not easy. But I’d rather someone no longer hang out with me than I serve them up to the wolves on a platter with dipping sauce. In the digital age, we writers live and die by the value of our name.

Don’t let friends guilt you into reviews they haven’t earned. If they’re a real friend and a pro, they’ll  get over the hurt and thank you later.

I hope this has helped all of you better understand how reviews work in the digital age and maybe even taken some of the pressure to write The Great American Literary Review off your shoulders. Don’t let other writers give you a guilt trip. As I said, you can tattle on them to me . I’ll set them straight.

Does this help? Writers, don’t let anyone make you feel ashamed to ask for a sale. Now if you ask and they say no? Don’t be a pest.

Readers. Feel free to buy books any way and anywhere you want to, but please remember that we do vote with our dollars. That holds true for cars, pizza rolls, gluten-free bread and it holds true for good books.

For the savvy reviewers out there, are there any tips you’d like to add to help us out? Writers, I hope this is something you can reblog and share so your readers know how to help and support you if they so choose.

What are your thoughts? Feelings? Are your eyes wide open? Would you like to add anything?

I love hearing from you!

Remember to check out the new classes listed at W.A.N.A International. Your friends and family can get you something you need for Christmas. Social Media for Writers, Blogging for Writers, and Branding for Authors. 

Also, I have one craft class listed. Your Story in a Sentence—Crafting Your Log-Line. Our stories should be simple enough to tell someone what the book is about in ONE sentence. If we can’t do this, often there is a plot problem. This class is great for teaching you how to be master plotters and the first TEN SIGNUPS get their log-line shredded for free, so you will be agent ready for the coming year.

Enough of that…

I love hearing from you!

To prove it and show my love, for the month of DECEMBER, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).

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

The post Consumer Power, Author Responsibility & Why Book Reviews MATTER appeared first on Kristen Lamb.

Original Image via Flickr Creative Commons, courtesy of Anurag Agnihotri

Well, I figure I have one more day to drunkenly torch my platform. Sad thing is I don’t drink. I am apparently this stupid when sober . Actually I am writing this as a follow up for my rant from the day before yesterday, because knowledge is power.

Writers need this. Your friends and families need this. Readers need this. The more people get how this industry works, the more everyone can start working together for everyone’s benefit.

In my book Rise of the Machines—Human Authors in a Digital World, I go into a LOT more detail and I highly recommend you get a copy if you don’t have one. I spend the first chapters of the book explaining how the various forms of publishing work so you can make an educated decision.

All types of publishing have corresponding strengths and weaknesses and this is a decision only the writer can make. Not all writers are suited for self-publishing. Not all books are good for traditional.

And so on.

But today, dear newbies. I am going to take you on a tour behind the curtain. Also for those who are NOT newbies, feel free to pass this to family in a “Take Your Clueless Friends Who Think You Will Make a Million Dollars as Soon as You Publish To WORK Day.”

Nuts and Bolts of Publishing

Publishing is a very old business that has not updated its business model since the biggest traffic snarl in NYC involved a runaway horse carriage colliding with a drunken fish monger. In the early days of publishing in order to encourage bookstores to carry books, publishers invented what was known as the consignment model.

Publishers would guesstimate how many books would sell, send them to the merchant with the promise that, whatever did NOT sell could be returned at no cost. The merchant only had to pay for books that sold.

Hint: NO OTHER BUSINESS TODAY DOES THIS.

Can you imagine a car manufacturer sending out fleets of new cars that customers could test drive all day long. Run up mileage, spill drinks in the console, but then if they didn’t sell the dealership could say, “Nah, we’re good. Can you send us different models from another designer? We really dig that sleek crossover.”

Because often that is what happens with books. People use bookstores like a freaking library. They go into the adjacent Starbucks with a stack of books, read to their heart’s content and then leave a stack of books for the clerk to put away.

Now the spines are cracked, the pages wrinkled and no one is going to buy that book, but the bookstore isn’t out anything because they can rip the covers off and send them back. Ultimately the writer is the one who takes the hit. Kind of the publisher but really the writer as we are about to see.

Because bookstores want to provide a “browsing experience” they don’t want to rely on the new and far more efficient way of doing business, which is POD (print on demand). They like having stock to show off, which of course they do because they are not really out anything.

How Writers Are Paid

Original Image via Wikimedia Commons

Why I kind of derailed into a rant Tuesday was because there are so many things that get presented as “blessings” for writers when in fact, they are benevolently killing us. They are undermining us and making it harder and harder to make a living wage. We can’t criticize these sacred cows lest we look like jerks.

You ever wonder why people just assume that a published author is rich? That is because this used to be a profession that did rather well. Granted it was easier to be elected to congress than write for a living, but these “good ideas to sell more books” have eroded the Author Middle Class and created a Publishing Third World Economy.

You know what a marker of a third world economy is? My degree is in political economy. In a third world country wealth is concentrated at the top. There is little to NO middle class and the vast majority are working poor or poverty level.

If you peruse my blog from the other day, I mentioned the ways we are paid best (digital and new books). We get a royalty. Anything used? We make no money. But let’s explore a bit further…

Compounded Sales

Back in the days before the mega bookstore, there was a very strong Author Middle Class. This author wasn’t a gazillionaire, but he did really well writing for a living. The reason was that a smaller store like B. Dalton often carried an author’s backlist. If you are old enough to remember browsing these small stores, you might even remember that factor coloring your decision.

How I ended up hooked on any number of SERIES was that the bookstores stocked the series. I didn’t want a standalone book. If I fell in love with an author or characters, I wanted to be able to keep reading.

What this meant was that writers weren’t being paid royalties from ONE book, but many books. Even if the author didn’t write series, if the author had multiple titles, odds were pretty good that the store ordered those, so even with single titles, a browsing reader could be assured they could get more than one title from THAT author.

But there was a downside…for the reader. Books were more expensive. The store was not the size of an aircraft hangar and had no place to buy a frappucino and good luck being able to buy a figurine of a chubby cat reading Shakespeare.

The MegaStore is GREAT for READERS…and Writers of COURSE

Good luck getting good placement BABY WRITER.

So then Borders and B&N came on the scene. I still remember how they were lauded. How they were going to improve literacy because books would be so much more affordable! They were “cultural centers” and “bookish hubs”. Writers will get so much more “exposure.” Does any of that sound familiar? Refer to that @$$hat article I was ranting about.

But there was a problem. There is no free lunch. Those “deep discounts” came at a cost…to the writers. In order to discount the books the way they do, the mega stores don’t stock like the old indie bookstores unless an author is a household name guaranteed to sell.

Megastores are in the business of moving high volume. That is how they give the consumer the discount. Books, for the first time in history, had a far shorter shelf life than ever before.

Instead of books remaining in the store and giving the writer time to cultivate a fan base, the covers were ripped off and the books pulped.

As a consequence? The mid-list author (Author Middle Class) was nearly wiped out. Authors who’d made a very good living previously had to return to the regular workforce (I.e. teaching) because they no longer could live off their writing income.

I had a friend of mine who won a Nebula Award in science fiction. She went from making a regular income off ELEVEN titles, to making income off ONE title at a time.

Even though she was a respected and award-winning author, she had to give up writing full time (until Amazon).

***This was all until Amazon, by the way. Many of these authors who were driven to poverty actually now make more money than they ever did traditionally published and they no longer have to be pillaged by megastores. Which is why I get pissy when people act like Amazon is the devil and bookstores are so awesome.

Megastores make money with volume and offering the newest shiny. But the problem is that books often are like fine wine. I said wine, not whine ;). They need time to mature.

But the problem was that the very literary ecosystem that helped launch unknown books like The Divine Secrets of the Ya Ya Sisterhood into legendary status…was destroyed. Traded for beads frappucinos. Borders and Barnes & Noble obliterated the small bookstore and took with it the earning ability of many writers.

The mega-bestsellers did VERY well. Ergo my reference to Publishing Third World. Wealth was redistributed and concentrated at the top and the middle class was eradicated.

Book Placement

If you do not have an on-line platform, then Browsing Roulette is about the best you can hope for. But those spots in a bookstore are all negotiated in a writer’s contract. Those front slots on a table are premium real estate.

Same with displays. Ironically, though, the authors with the most selling power often get the best displays (remember the volume thing). But, George R.R. Martin is probably going to sell books. The writers who need that placement the most are the least likely to get it.

This isn’t personal. It’s business.

If I came out with a novel, I am going to sell a heck of a lot less than George R.R. Martin. Well, at least five or six copies less .

In seriousness, though it makes sense to display your heavy hitters. Problem is then that the newer writer no one knows then better hope her last name falls at the fortuitous eye-level because she will be spine-out on a shelf.

And if the time runs out and no sale? Off with that cover and the book is pulped.

Advances

Before I became a writer I bought books everywhere. Because it was not my profession I guess I really just never put any thought into how that writer was paid. If I bought a book at a used bookstore and it was new, I assumed it was overstock. I had no idea what a remainder was (more on that in a moment).

I’d also watched movies and heard this term “advance” tossed around as if it meant money rained from the sky. In fact, as a new writer, I dreamed of all kinds of ways to spend my million dollar advance.

Advances are not free money. They are essentially a payday loan. It is money loaned to the author against the money eventually earned in royalties.

So if an author is given a $20,000 advance, he is not paid another dime until that book earns over $20,000.

Herein lies the pickle.

If an author doesn’t “earn out” the advance, odds are she will not be given another book deal. So, if you get that $20,000 and the book makes $19,700? No more deals. That’s why BIG advances seem like a good thing, but can actually wreck a career. It’s far easier to earn out a $20,000 advance than a $90,000 one.

Writers don’t have to pay back the advance, but if it doesn’t “earn out” it means the writer is not a wise investment for the publisher so the odds are not good for the author getting another book deal. Depending on the author or the book, they might get another deal. But with newer authors? Probably not. And first-time authors? Forget about an advance. Not happening unless your name is Kardashian.

This was a really big deal before the digital age because traditional publishing WAS the only game in town. So if an author didn’t make her quota? Game over.

These days, advances are pretty much a thing of the past. Any money most writers will make are going to come from US buying books from them.

Print Runs

One can tell how much confidence a publisher has in a book (author) by the print run. Low print runs mean the publisher is being conservative to hedge losses…but low print runs mean the writer doesn’t make as much. A standard print run for a new unknown author is 10,000 books. But traditional tends to limit authors to one book a year so even if an author makes $2 per book, that is $20,000 before taxes.

Yes, J.K. Rowling is a billionaire but she is not the norm.

***Btw, all of this is VERY unscientific and very broad strokes to give y’all the gist.

This isn’t BAD for the new writer because it is way easier to sell out that 10,000 and then she will get a bigger run the next book and the next as her brand grows (if she doesn’t starve in the meantime).

However, higher print runs? We are in the same deal with advances. If you don’t sell out your print run, the remaining copies are remaindered. 

There are ways writers can buy a portion of their remainders to sell by hand and they can get a far lower royalty off remaindered copies that are then sold through wholesale outlets and used bookstores.

Usually if you see a new book at a used bookstore and it looks like this (pic below)? It is a remaindered copy. That’s why yes, I get the Doctrine of First Sale and that used bookstores are not doing anything “illegal.” But don’t assume that a writer was paid a full royalty the first go. That isn’t always the case.

Image courtesy of Angela Quarles

Yes, this is a great fabulous discount for the reader, but when I see this? My heart feels heavy and sad for the author. That is why in my last post I said, YES feel free to buy used but if you can, please see if you can buy new from the author. The reason is that those sales can make the difference in that author earning out the advance, selling out a print run and getting their next book contract.

Because used bookstores do not favor self-published and indie authors. Most of their stock will be traditionally published authors so you (readers) supporting who you like with a new sale becomes far more important to that writer’s future and career.

Royalties

Traditionally published authors are often paid yearly. Sometimes quarterly. That is negotiated. It is why you have an agent. So whatever the author makes, Vinnie the Fish Agent makes sure the publisher pays, then takes 15% (pretty standard). Then the writer is subjected to self-employment taxes, but with all this “exposure” from the megastore the writer might qualify for food stamps.

So writers are paid like farmers. Let your family know that your down payment on the yacht might be delayed.

Reviews

I get that a lot of people buy used because they are on a budget. Been there so *fist bump*. You can still support writers in meaningful ways.

Even if you buy new, there is another way you can support writers you love. Write a REVIEW. A GOOD ONE.

As a writer I have a personal policy. If I can’t say something good, I shut up. Mainly because I AM far more picky about story being a writer and an editor but also this business is brutal. If we are not supporting each other? Who will? Because our families don’t get us. Our significant others might. Our kids think we are nuts. So I only leave glowing reviews. But that is me. Writers shouldn’t eat their young.

For READERS. Reviews are more important now than ever before, especially for the indie and self-published author. The reason is that with the change in the publishing paradigm, the slush pile (unfortunately) has been dumped into the reader’s lap. There are a lot of bad books out there. But even then, that really isn’t all that big of a problem.

Want to know the bigger problem?

There are a lot of good books out there.

With the Internet and social media and the explosion of books there is SO MUCH content. This means consumers are overwhelmed with choices. Reviews help writers sell books because if readers see a book with no reviews or five reviews versus a similar title with thirty reviews? Who will they choose? Additionally writers gain access to promotional tools like Bookbub, but can ONLY do this with a minimum number of reviews.

Instead of sending me an e-mail about how much my book changed your life? Put it on Amazon and change MINE! 

Readers are essential to our success beyond just the sale. If you love our books, your promotion means a thousand times more than any ad I could pay for. Ads and marketing don’t sell books. Never did and never will. Only thing that sells books is word of mouth.

Beloved reader? You would be shocked how much regular people will pay attention to you. That review is worth your weight in gold to me for a number of reasons. Humans don’t like being first. So unless a couple of you are brave and review? My book can sit with NO reviews and it is then unlikely to sell.

Think about a shelf with ONE item. It freaks us out. There is only ONE. Is it poison? O_o

Secondly, when you review us, Amazon favors our books in the algorithms meaning more people SEE our book. More people SEE it, odds are I will sell more copies. In the on-line world YOU have the power to get US that awesome front of the store book placement. The more reviews the better the algorithm. Better algorithm, more views. More views, more sales, more sales—>we make a best-seller LIST!

<3 <3 <3

You can also use your social media because it means more than ours.

Tweet a picture of our book. Put it on Facebook. People in your network ARE noticing. Peer review and approval is paramount in the digital age. And don’t support your favorite author on Goodreads as a first choice (AMAZON reviews are better). The only people hanging out on Goodreads for the most part are other writers and book trolls.

Support us on your regular Facebook page or Instagram or Twitter. Because when you post a great new book you LOVED your regular friends see that. When they get stranded in an Urgent Care or an airport? What will they remember? THAT BOOK. They won’t be on Goodreads. Trust me.

So there is your year’s end peek behind the curtain. Sorry (again) it was so long but this is meant as a reference/guide. Readers, we love you. Honest. It is why we are so stupid to work for free so much. This is a labor of love in many ways. Writers, I hope this helps you understand your profession better and maybe even “get” why I was so ticked off the other day.

Happy New Year! I love all of you very much. So NO, your writer friend is NOT YET a millionaire, but you can help MAKE HER ONE :D.

I love hearing from you!

What are your thoughts? Feelings? Are your eyes wide open? Would you like to add anything?

I love hearing from you!

Make SURE you sign up for my upcoming classes! This is part of how I fund my plans for global domination. Purchase a class! Buy a book! OR ignore all that follows but DAMN sure buy all your books NEW or I WILL FIND YOU O_o ….

Remember to check out the new classes listed at W.A.N.A International. Your friends and family can get you something you need for Christmas. Social Media for Writers, Blogging for Writers, and Branding for Authors. 

Also, I have one craft class listed. Your Story in a Sentence—Crafting Your Log-Line. Our stories should be simple enough to tell someone what the book is about in ONE sentence. If we can’t do this, often there is a plot problem. This class is great for teaching you how to be master plotters and the first TEN SIGNUPS get their log-line shredded for free, so you will be agent ready for the coming year.

Enough of that…

I love hearing from you!

To prove it and show my love, for the month of DECEMBER, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novel, or your query letter, or your synopsis (5 pages or less).

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

The post The Ugly Truth of Publishing & How BEST to Support Writers appeared first on Kristen Lamb.

In the spirit of the upcoming holidays, today we are going to talk about something touchy and complicated. No, I am not going to tell you where babies come from.

Okay, fine.

Amazon. With Prime, you get free shipping.

Moving on…

The whole publishing paradigm makes me kinda twitch and we writers are often at the center of a lot of silly complaining. So I’d like to debunk some pretty myths we writers love to perpetuate.

It’s like that ex who we run into on Facebook and we get all nostalgic and remember all the loooove. But, if we took more than 30 seconds to think. Really THINK? We’d remember why we were combing Craig’s List for a hit man willing to be paid in unredeemed Starbucks gift cards to take that person OUT…O_o

Same situation. Let’s unpack this, shall we?

Fallacy #1—Old Books Are Awesome & We Should GO BACK

I just love the smell of old books. The feel of old paper. The nostalgia. I just miss browsing dusty shelves looking for a hidden treasure…

I can completely 1000% get on board with this. Books are foundational for any thriving society and the bedrock of any enduring culture. But this commentary does not belong in a business discussion about the publishing industry.

Why?

Because we (writers) are not being PAID off old dusty copies of our manuscripts unless we happen to be traveling the country selling them out of steamer trunks.

It’s a non sequitur.

In fact, and this is just ME. I will not buy books at secondhand stores or garage sales. And, if I do happen to buy a book this way and I like the title and I find out the book is still in print and the author who worked really, really hard to write that book can still be paid?

I buy a copy.

Often a digital copy to make sure that the writer got PAID for doing her job. It’s a professional courtesy.

Thing is, we have to be really, really careful that as artists we are not perpetuating the very behavior that pisses us off.

We like getting paid for our work. We work really really hard and expect (rightfully) that we should be rewarded for doing so.

Doctors work hard and they expect to get paid. No one gripes when the doctor gets paid. Heck, no one gripes when the UPS driver gets paid or the barista who makes the triple-shot espresso pumpkin soy cappuccino with half foam and vanilla sprinkles and does not commit MURDER gets paid.

Oh, but it is artsy and bohemian to rip writers off because old books are cool?

No. And again, let’s keep the debate clear here because I can already hear the blogs now, “Kristen Lamb hates old books!” No. Pay attention.

I love old books. Have stacks of them. Want to buy old copies of Moby Dick? Be my guest. I doubt Melville is counting on that Amazon royalty check to pay to upgrade his Scrivner or, I dunno, eat.

Want to support civilization? Buy old books. Want to support a writer and his/her family? Buy new ones or e-books.

I also get that paper is not going away, but what makes me a little cray-cray is why authors seem so resistant to e-books at all. I love e-books. First of all because I seriously DIG that giant old lady font.

How Kristen reads ALL her books…

Also, because that is another way readers can buy and consume my work. Want it on paper? Here. Audio? HERE. E-book? Here!

Heck, as writers, I think we should stand behind any kind of R&D that gets more stories into the hands of readers. I am 1000% behind Carrier Pigeon Technology, Smoke Signal Fiction, Books by Morse Code.

Granted, morally, I am on the fence about downloading my book directly into my readers’ brains, but hell the sci-fi folks can just run with that! If the royalties are fat enough? I’m game.

Heck, if there was good money behind me acting out my stories in interpretive dance?

I would so be there.

*JAZZ HANDS*

Who cares how readers get our books so long as we are being paid?

In case anyone was unclear? WE are the oldest profession .

And this “How Readers Get Our Books” dovetails into my next point…

Fallacy #2 Barnes & Noble Supports All Authors

The whole B&N drama? I am verklempt. Calm down and hear me out. I don’t think Barnes & Noble is as good or even as bad as we believe.

Do I believe B& N is the devil? Of course not. I love B&N. In fact, there was a time I had a loan shark who met me in the hardbacks to front me some Benjamins to keep pace with my habit.

I think competition is GOOD. It is necessary and vital and it keeps everyone playing nice-nice. I even wrote a long piece about the dangers of Amazon becoming a monopoly in case you are worried I am being too biased.

But, here is the deal. The second I write anything about how Amazon is doing something really brilliant, people love to jump all over Bezos for being predatory and helllooo?

Can we just go back about 15-20 years?

Barnes and Noble (and Borders) are almost singlehandedly responsible for wiping out the indie bookstore ecosystem. They deliberately placed megastores on every corner and willfully drove small bookstores out of business so I guess I am the only one who finds Borders extinction karmic and B&Ns current plight ironic.

Thing is, B&N reinvented the book industry and were rewarded for doing so. They got people really excited about bookstores again and it was bloody and brutal for the indies.

But now that another business has come along that is finally mean and lean enough to hit back comes along? I am not all, “Poor B&N.”

I have popcorn and Red Vines.

Genuine competition is good for them. They can either lay there and take it or they can use the pushback to reinvent the bookstore again. Markets aren’t supposed to remain static. And last I checked, their top officers get paid pretty well to figure this stuff out .

Barnes & Noble is not good for most authors, lest we forget how they were able to get those rock-bottom prices that drove most of the indies out of business. They thrive off selling in volume and the only authors who are fairly guaranteed to sell in volume are already household names.

Nothing personal. It’s business.

So when Amazon comes along and its business is not driven by a scattergun approach and instead is driven off authentic interest as reflected in genuine buying habits?

We writers might want to take notice.

Yes, as I predicted, Amazon would need a brick-and-mortar store to sell its own imprints, but this is also good news for traditionally published authors who are new with lower print runs or whose last name doesn’t rhyme with Patterson.

Fallacy #3 Social Media is a Dismal Failure

I’ve had a few comments regarding how so many authors ran to social media and they simply aren’t seeing any of that social media activity translate into sales. Thing is? Yep. Social media is not direct marketing, though the two are often confused.

See, in direct marketing, we can measure. We can put out an ad, measure click rates and see how many clicks led to a purchase. We can send out so many fliers and then measure quantitatively how many of those later translated into sales.

We can measure how many morons individuals were sent an e-mail telling them they had inherited $100,000,000 from some relative they never knew they had in Guana against how many deposits we get of $5000 to spring that “inheritance” from customs.

This gives us our ROI (return on investment). How many e-mails sent in comparison to how much cash is sent via Western Union.

Why it has been so vexing for marketers is they try to treat social media the same way as mass marketing…and they can’t. Because if we do social media correctly (keeping it social) there is no way to quantify it.

It becomes too obvious we are mixing social and market norms and that creeps people the hell out.

Example:

Market Norms are when a prostitute expects money in return for *wink wink nod nod* “favors.”

Social Norms are when a wife does those same “favors” for her beloved husband out of love because getting paid for it would be seriously strange.

That seems obvious, right?

But what if wife has a wonderful and romantic evening with her husband, but then before he leaves for work, asks him to fill out an on-line survey rating how he enjoyed his night and tells him that when he completes his survey, he will be texted a code that he can then redeem for free pancakes?

Yes, I just took that to a WHOLE NEW LEVEL of weird.

But y’all see what I mean when I say that you just can’t sneak that stuff in there! We SEE it. We can tell when we are being manipulated on social media and that is why this stuff cannot be directly measured and quantified.

Word of Mouth is Vital…But Can’t Be Measured

Zuckerberg didn’t invent social media. Social media has always been around. It was just called “word of mouth.” It was also the only thing next to a good book that ever sold books.

The only difference, was that until Web 2.0, it was almost impossible to ignite word of mouth on any level of magnitude. But to think we can measure and control it? Not happening.

As far as authors not seeing any “direct translation into sales”? I can tell you why. They are the same people we likely had to run off #MyWANA with digital pitchforks for book spam.

There are no shortcuts. Period.

Write good books. Work really hard. Make friends and enjoy yourself and hopefully it will pay off. It may not, but think of it this way?

Twenty years ago we could have all gone to our graves without ever getting to hold a copy of our own work in our hands. At least today we get a shot, and that is a heck of a lot more than countless writers in the past ever got.

E-books might take away from that nice quaint little shop on the corner (the ones not razed by B&N), but that little shop on the corner only had room for a handful of authors.

And, Amazon IS looking to reinvent that little shop on the corner. Algorithms, love them or hate them, will make it possible for independent bookstores to thrive since they can stock smartly, and less waste means more profit.

E-books have made it possible for countless writers to finally be paid to do what they love. My opinion? Every digital copy downloaded, should come with the sound of a link of iron breaking…one more link from the day job. You are setting a WRITER FREE!

B&N is great, but again, only helping so many of our brothers and sisters in the inky trenches. I want to help MORE!

Social media. Do it. Don’t do it. If you do it, please at least do it well. Don’t feed us spam and then b$#@ when we don’t want to consume it & reward laziness.

We are NOT stupid. It is STILL SPAM!

I hope you all will embrace that we live in a great time and we get to make the future better for ourselves and writers to come. Ditch the old and embrace the new.

Do you love that you at least get to HOLD your book? Would you be willing to act out your novel in interpretive dance if the pay was right? Are you for more ways to get stories into hands of readers? Carrier hamsters? Nah, plague always a concern. Hmmm. I’ll give the ideas over to you guys.

I LOVE hearing from you!

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

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

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