Amazon is haunted, and I don’t like it

I’ve been puzzling for the past two days, since the latest plagiarism / ghostwriting scandal hit social media, about why I find the use of ghostwriters to create fiction so disturbing. After all, I’ve been a ghostwriter myself, many times. I’ve written letters, articles, reports, white papers, and many other government and commercal documents that would go out with some one else’s name on them. After one particular Government Budget, I wrote articles that would appear in the same publication for opposing sides: one by a bishop and the other by a financial planner.

I also have friends who are ghostwriters: who take the stories that other people have to tell and craft the words that make them come alive in a reader’s head. Sports people, politicians, victims of crime, mountaineers, ladies of pleasure — all sorts of people have their names on autobiographies or how to books that were written for them.

So why shouldn’t a busy person pay someone else to turn their idea into a novel that they then publish under their own name? 

I’ve mulled it over, and I’ve come to a conclusion. It’s a lie and a cheat. 

If you’re a pop star, and you want to produce a book about your life or your craft or your favourite recipes, the concepts the book presents are all yours. The book is presenting you. Even if the words are provided by someone else, you are not deceiving the reader. They’re getting what they set out to get — a book that tells your story, or shares your knowledge, or lets them cook the food you like to eat.

When I sell you a fiction book with my name on it, I’m doing something fundamentally different. I am selling you something with a particular voice, a way of building character, a type of descriptive writing, a tone and style that comes from being written by me. My stories are all different, of course, but they carry the same hallmarks. If you buy a Jude Knight story, you expect to read a Jude Knight story — and you will. I write my own books.

I am an author because I write my own books. 

The celebrity who has a ghostwriter write their autobiography is not an author and isn’t claiming to be; they’re a celebrity with their name on a book about them. If that book is about their experience as a round-the-world solo yachtsman and they’ve never been on the ocean in their life, then they’re a liar — not because someone else wrote their book, but because they are misrepresenting who they are.

The person who gets other people to write their fiction books for them is claiming to be an author, and that’s a lie. They are misrepresenting who they are.

But wait, you say, maybe they have written some books. One or two or six. That makes them an author, doesn’t it? Not of the rest of the books they claim, that other people have written, it doesn’t. They’re cheating their reader of the repeat experience of the author’s voice, and to me, that breaks a compact between writer and reader, a trust relationship, that should never be broken.

Most people don’t (and can’t) write a book a month.

So here’s the thing. I don’t publish as often as I’d like. I have various ailments. I have a day job. But even in a perfect world, I wouldn’t publish once a month. If I did, I’d be compromising the quality. I write fast, but I still need time to edit, to proofread, to have the occasional conversation with physical, rather than fictional, people.

And very few people can publish once a month. If you see a writer doing so, be suspicious. There may be a good reason. The amazing Grace Burrowes had a huge number of manuscripts before she published the first, so they came out in quick succession. Others save early books of a series to publish quickly. I plan to do this with the first few books in the Children of the Mountain King series so I can publish one a month for six months. And some people do write fast and have no friends. I’m not saying it can’t be done. 

Just be careful out there. It’s a jungle, and I’ve just discovered that it’s full of ghosts.

Riding the crocodile

The bazillion book market is a puzzlement. Authors fret about how to be noticed in the huge flood of new releases every week (more than 370,000 in the past 30 days on Amazon alone). Readers complain that many books they pick up are not worth reading, and I’ve heard many say they’re trying no new authors because of disappointments.

Meanwhile, those who guard the paths by which we authors reach our readers are working for themselves, and not for us. I don’t blame them for that. It is the nature of business to wish to make money, and it is the nature of mega-business — such as Amazon, Apple, Facebook, and Google — to wish to remove any competition that prevents them from making more money. They are, as a series of New Zealand advertisements said about foreign-owned banks, rather large crocodiles doing what crocodiles do. Admirable creatures in their own way, precisely designed for their purpose. But uncomfortable and dangerous to keep in the house.

I need to ride those particular crocodiles in order to reach the readers who prefer those platforms, but I’m trying to avoid being swallowed, crunched, and spat out. (Which means I’m not joining KU or anything that requires exclusivity.)

On the plans for this year is a shop on my site, where you can buy my books directly. I am toying with some kind of a sponsorship model — a sort of a subscription, where people make one modest payment a year and then get sent anything I write, plus some kind of other recognition that they are sponsors of the author known as Jude Knight. Maybe a t-shirt? And a club card? Special sponsor events?

I’m also looking at making changes to the newsletter to make it more appealing. People are just so busy!

What else? The most effective way I’ve found to reach more readers is reader word of mouth, and that is very much in your hands. I’m open to ideas. How can I do more to help you help me?

Road to a better mousetrap – part 3: Tuesday Talk

Mari Christie and I are writing a series on marketing in the bazillion book marketplace, and this is part 3 of the chapter on creating a marketing plan.

Most of the first post was about knowing your reader. You need to know who you want to sell to, what they want to buy, and how much they will spend. The second post talked about knowing your product and finding your readers.

In this post, we talk about how to keep your readers and how to get them to sell your books.

stand-outHow not to become rich and famous

Writing books is no sure way to wealth and fame, as every writer knows. Wealth and fame, or even a modest income and privacy to write more, means selling books. Selling books eats into your emotional and creative energy: energy you could be pouring into your books.

But not selling books, for those of us without a private fortune or a rich spouse, means doing some other job to put food on the table, and the job eats into your time and very likely your emotional and creative energy.

You already know that finding buyers (other than your closest friends and relatives) means writing a good book, having it well edited, and giving it a gorgeous cover. Do these things and you’ll find a few buyers. A few.

Sales figures for ‘the average book’ are no more than a guesstimate, but a few brave people have made an attempt, basing their figures on reported sales from a variety of sources. And those figures come out somewhere in the region of 200 to 500 books in the first year, depending on genre, with an upper average of 1000 in the lifetime of the book.

Of course, a very tiny fraction of one percent of all books do spectacularly well, selling 10s, even 100s of thousands, which means the average of all of the rest is probably lower, closer to the 200.

That’s the average. And you wouldn’t be reading this article if you didn’t want to beat the odds.

Don’t find buyers; attract (and keep) fans

It’s a vicious cycle, but there is an answer.  Find other people to sell your books for you. Convert your readers into followers, and your followers into raving fans.

We’ve discussed in other posts the need to interact with readers. This post gives three steps for making those interactions count. When you write your marketing plan, document how you intend to do these things.

  1. Make it easy for them to find you.
  2. Make it worthwhile for them to follow you
  3. Provide interesting stuff

Make it easy for them to find you

Sell your books where the bulk of your readers are. Whatever you might think of Amazon’s business model, learn how to make the most of the platform they offer. Taylor your keywords, the bio on your author page, and all the other tools they provide to get your book noticed. Do the same with other eretailers, too.

Your print audience is going to be smaller. I cannot give much advice on print. My books are available in print, but I haven’t been pushing the print copies because I only have a certain amount of energy.

Give away a free book—short stories, excerpts, or a novella. Before you can convert that reader, you first have to put a book in front of them. My novella, Candle’s Christmas Chair, was downloaded 53,000 times in its first six months. That’s 53,000 readers I have a chance at converting.

In your free book, as well as your books for sale, give your readers a reason to go looking for you and a way to connect with you as soon as they finish the story. On your next pages, put  links to your social media and subscription services, teasers and excerpts for your other books, buy links for the books already on sale.

Make it worthwhile for them to follow you

Okay, you’ve given them a reason to click. Now give them a reason to subscribe, to buy, to join, and to follow.

Here are few that work well if you do them well.

Have a newsletter. Make it easy for people to sign up and give them interesting content. Reward them with coupons or insider information, and special contests. Keep your newsletters brief and informative, and don’t send them too often.

Have a blog. Blog about things that interest your target readers, and blog regularly. Use your blog to inform and entertain. Watch your blog stats to find out what posts do well and what topics people consistently ignore. Do more of the one and fewer of the other.

Post often. Themed days can help if you have trouble thinking of what to say. Visitors can help, and people love to be hosted on other people’s blogs. It’s a win-win; they reach your audience and you’re introduced to theirs. One idea is to invite other novelists to post a themed extract in comments. Exquisite Quills does this brilliantly.

Encourage people to subscribe to your blog, so they get notified when you put up a new post. And post often. Visitors can help. Themed days can help.

Have a twitter account. Tweet about things that interest your readers. Reply to people’s comments. Tweet about interesting blog posts. Link to free books and excerpts.

Have a Facebook fan page and post stuff about your books, research you’ve done, places you’ve been, and your cat. Facebook loves cats. Ask questions. Join in conversations. Post interesting memes and idea.

Provide interesting stuff

Don’t be a digital billboard, constantly trying to sell something. Engage, inform, entertain, intrigue, delight. Put the effort into writing quality content, whatever you’re posting: hot men, useful recipes, research into royal mistresses, castles, cute cats, questions about romance tropes.

I’ve been trying to do all of these, though not as consistently as I’d like. Torn between the day job, the fiction writing, family commitments, and marketing, I lurch from too much focus to too little. Still, in the first three months after the release of Farewell to Kindness, I’ve sold over 900 copies. Not enough to retire on, but considerably over the odds.

In the next road to a better mousetrap post, Tools and tactics?

Road to a better mousetrap part 2 – Tuesday Talk

Today, Mari Christie and I continue co-posting on marketing in a bazillion book marketplace. 

too-many-booksA few weeks ago, we posted the first part of an article about writing marketing plans.

Most of the first post was about knowing your reader. You need to know who you want to sell to, what they want to buy, and how much they will spend.

But they’re not going to come to you; you have to find a way to go to them. And before you do that, you need to know what you have to offer them.

Know your product

Ridiculous, right? You know your product. Who better? You’ve spent six months, or a year, or three years of your life on this book. So can you encapsulate its essence in a sentence? And does that sentence hook into the interests and passions of the readers you want to reach? If the first nine words of your sales statement does not capture people’s attention, then expect to be lost in the crowd.

Tagline
This sales statement is called a tagline, and it’s worth spending some time crafting it, because you can then use it everywhere – at the start of your description on eretailers websites, in newsletters, in requests for review, on twitter, at the start of Facebook posts, even on the cover of the book itself.

Here are some great taglines:

  • Across the Universe by Beth Revis: What does it take to survive aboard a spaceship fueled by lies?
  • The Mockingbirds by Daisy Whitney: Hush little students, don’t say a word…
  • After by Amy Efaw: You’ve done the unthinkable. What happens…after?
  • Wake by Lisa McMann: Your dreams are not your own.
  • Hold Still by Nina LaCour: How does your life move forward when all you want to do is hold still?
  • Ten Cents a Dance by Christine Fletcher: Bad boys and secrets are both hard to keep.
  • Anna Dressed in Blood by Kendare Blake: Just your average boy-meets-girl, girl-kills-people story.
  • Le Déesse Noire: The Black Goddess by Mari Christie: Kali Matai was destined from birth to enthrall England’s most powerful men. She hadn’t counted on becoming their pawn.

Keywords
Keywords are the next thing to think about. What words are your readers likely to search on. “Spies Napoleonic wars”? “Courtesan to wife”? “Tudor court politics”?

Amazon and Smashwords let you enter a number of keyword phrases, and carefully chosen keywords will help people using their sites to find your book if that’s what they’re looking for. But you can use them much more widely than this.

First, you can litter the keyword phrases in your online conversations about your books, thus increasing the number of times you’re picked up by search engines.

Second, you can use the keyword phrases to search for the people who are using them and the places they hang out. Which brings us to:

Go where your readers are

Writing books is a solitary task. We talk to one another about our craft and our day, but when it comes to putting words one after the other into a text that will one day be a book, we do it alone.

But to put those books into the hands of readers, we need to step out, often outside of our comfort zone, and hang out with people. Mari and I have posted elsewhere about marketing by not-marketing, and I’m not going to repeat that here, except to say I’m not talking about going out to make sales. I’m talking about going out to meet people and have conversations.

You cared enough about your “pirate-lord-succumbs-to-captive” story to spend endless hours writing, editing, and honing it. Perhaps you can ask people what they think of the concept behind it: the idea, perhaps, of arrogance faltering in the face of genuine love. Or you might have some insights to offer from your research into piracy at the time your novel is set. Or you might be able to combine with other writers who’ve explored the same trope to do some kind of a joint presentation.

We’re getting down to tactics, here, and that’s a whole other blog post. Suffice it to say that talking about your passion, the topic in which you’re an expert, shouldn’t be a chore. (And it should go without saying that, as in any conversation, it’s a great idea to listen twice as much as you speak.)

So get out there and hold conversations, whether you meet your readers online or in real life; on Facebook, Pinterest or Google Plus; at a book fair, a country show, or a signing tour.

In the next Road to a better mousetrap post, who will sell your books for you?

Make Yourself an Expert – Tuesday Talk

Today, Mari Christie and I continue coposting on marketing in a bazillion book marketplace. Her turn today, with Make Yourself an Expert.

I know old-school marketing. I have been working to promote products, people, and services since I was about 15 years old.

  • Trade and Consumer campaigns (B2B, B2C)expert-button_forweb-e1345329354880
  • Strategic and tactical planning
  • Design, copywriting, advertising, on- or off-line
  • Collateral material
  • Printing, publishing, distribution
  • Media relations
  • Event planning and management

Talking about any of the above makes no difference at all to sales of my books. (It makes a difference in how I sell my books.)

Where it does make a difference is in selling my services as a marketing consultant, business and technical writer/editor, designer, cover artist, and author PA. And, if I were to write a book about marketing—not outside the realm of possibility—my credentials would help sell it.

Because, after 25 years, there are very few promotion situations I haven’t faced. Because I can explain how to sell in plain English. Because when I talk about marketing a product, past results show it is not a bad idea to listen.

Because I am an expert.

As a writer trying to sell books, making yourself an expert is a great way to create brand recognition and a following. (This should go without saying, but I am not suggesting you can tout yourself as an expert with no expertise to back it up.)

Aside from pursuing an MFA in Creative Writing (or Master’s or PhD in another academic discipline), and looking for a university teaching position, there are any number of other options that will make you a person to take seriously about the business or craft of writing, or both.

Given enough experience, you can (like me) become a professional writer/editor. You could teach classes in less formal settings, like trade groups or online. Some people set up workshops or formal critique groups. Still others work in publishing or printing or distribution, lending value in traditional or indie publishing settings.

But beyond expertise in publishing, you can also sell books by becoming an expert in your subject area or genre. Historical fiction authors are great at this, using blogs to write up their research, or writing nonfiction about their time period. But history doesn’t have to be your subject matter.

Chefs sell cookbooks by feeding people great food. Self-help authors sell books by creating workshops that help people. Motivational speakers sell books by pumping people up at appearances.

Everyone seems to sell books by writing blog posts and articles in their subject area.

You can sell books by winning contests, being written up in your local paper, giving lectures at trade shows, or being interviewed on local television.

It takes, they say, 10,000 hours to become an expert in anything. By the time you are finished writing a book, are you not an expert in—if nothing else—that book?

Building a road to the better mousetrap – part 1 (a Tuesday Talk)

Post 3 in the series Mari Christie and I are writing on marketing in a bazillion book marketplace.

mouseIn the bazillion book marketplace…

So you’ve written a book. You’ve done all the right things. You’ve learned your craft. The book has been edited, copyedited, proofread. It has a marvellous cover.

Now all you have to do is stick it up on Amazon, and wait to grow rich?

Right?

If only it were that easy.

…those who fail to plan, plan to fail

You need a good book. You need persistence. You need a healthy dose of luck. Above all, you need a plan.

In this post (and the next) in the Bazillion Book Marketplace series, Mari and I are going to talk about what needs to be in a marketing plan for a book. (You might also want a marketing plan for Brand You, but that’s another post.)

To write a plan, you need to know who you want to sell to, what they want to buy, how much they’re prepared to pay, and where they expect to find it. (In marketing parlance, the 4 Ps–Product, Place, Price, and Promotion.)

This week’s post looks at your reader, your book, and your price. Next week, we’ll talk about where books are sold, where they are promoted, and what marketing materials you might need.

Know your reader

Your marketing plan should start with your reader. Can you describe your typical reader? Do you know how old they are? What sort of education they have? What they do when they’re not reading? What other genres they read?

Do you know what they like about the kind of book you write? What they don’t like? What will make them keep reading and what will cause them to shut the book and hurl it across the room?

What are their hobbies, interests, passions?

Where can you meet them (online or in person or both)?

The better you can describe your typical readers, the better you can put yourself (and your book) in front of them.

Know your book

No one knows your book better than you do, right? But can you capture the essence of your book in a couple of compelling sentences that grab that typical reader by the imagination and drag them to the bookstore?

In your marketing plan, describe what about your book will appeal to your reader, then write your compelling description–your story’s tagline (some call it a logline).

Know your price

What do your readers think they should pay for a book like yours? What are they prepared to pay? Do some research. Also think about the best price points to give you a good return. Pricing ebooks is a contentious topic, and a post I wrote on this several weeks ago has been the most viewed and commented on more than any I’ve written since I started this blog.

Should you give one or more of your books away free (permanently or for a short period)? Should you put the book on a special price for a limited time? Will pricing low help you sell more books, or will it make them less valued? How does your genre affect your price? (For instance, novels are most often seen in the $2.99 – 3.99 price range, but self-help averages about $7.99.)

Next steps

Knowing who you want to sell to, what they want to buy, and how much they will spend is a good start. In our next road to a better mouse trap post, we’ll talk about putting that knowledge to good use when deciding where and how to promote your book.

Cross posted to Mari’s blog.