David Farland

Maxing Out Your Readership

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From Dave Farland, Story Doctor:

Certain books don’t just sell well, they sell far more copies than there it would seem that they have audience members. They aren’t just hits, they become a “phenomenon.” You know their names: Harry Potter, Twilight, 50 Shades, etc.

Before Harry Potter was released, I’d read an article talking about the Goosebumps novels. Analysts believed that there were 2.5 to 3 million fans of middle-grade novels. But Harry Potter “broke out” of the middle-grade bestseller list and was read by adults and teens and even kids who were younger than the intended audience. As a result it sold 130 million copies worldwide—and garnered an audience 50 times larger than logic dictates it should have.

It happens over and over. We eve know how that happens. Sometimes an influencer, someone like Oprah, will champion a book. Bill Clinton will walk into a press conference with the book in hand, or a superstar actress will be spotted reading it on a beach, and suddenly a novel like The Alchemist gets extraordinarily wide press coverage and surges into the “phenomenon” range on the bestseller lists.

Most of the time, it happens when publishers pay large bookstore chains to make nice displays of a book in their store windows, and the displays attracts wide attention from avid readers.

On other occasions, critics and reviewers on television take notice and create a hullabaloo, promoting the books with news articles.

Once a book gets enough sales, it will often glean Hollywood interest and get a movie tie-in, and the publicity for the film—which may be worth tens of millions of dollars–drives millions of more fans to the books. Thus you get a hit like Lord of the Rings that has great sales, but sold a hundred million more copies after the movies based on it came out. The same thing happened with Game of Thrones.

That’s the way that it has been done in the past, but I’ve been thinking about how we might create a phenomenon novel for Indie writers now, or in the near future. It wouldn’t be as expensive as some of the traditional ways, but it would be completely possible.

. . . .

The big problem with authors is that our books are so inexpensive, we don’t have enough profit margin for big advertising campaigns. It’s not quite like we’re selling yachts or cars.

But there are a number of ways to get inexpensive advertising—enough to create a big enough hit to justify expanding the campaign in stages. So you focus on going onto Goodreads, then creating a fanbase on Twitter or Facebook. Maybe you start a channel on Twitch, or put up some videos YouTube.

Many authors develop what we call “Street Teams” to help in such efforts. These are fans who help advertise on platforms where they have a presence, and I don’t know a really successful author who doesn’t have a couple of heroic fans who help out in that way. Of course, as an author you don’t want to take advantage of other people’s goodwill, but there are ways to thank your Street Team without paying huge sums of money.

Authors who don’t grow their audience may soon find that they have a shrinking audience, and most of us usually come to realize that the best way to grow our audience is to write another book.

Link to the rest at Dave Farland

Be Resilient and Responsible

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From David Farland, Story Doctor:

I woke up this morning feeling great. A week ago, I decided to self-quarantine out of an abundance of caution, and pretty much everyone else is doing it, too.

But I got thinking last night of how resilient people are. Part of me would like to say that it is an American thing, but I’ve got friends in China, Australia, Europe, and Latin America—and they’re all resilient, too. Let’s call it a human thing. We can all be shocked, dismayed, and fall into the doldrums for a day or so, and then something inside us tells us that we have to get back to work.

However, I saw a message from a young writer this morning that said, “I found out that, due to the Covid19 outbreak, as of today I no longer have a job. I want to sit down and write while I’m in isolation, but I’m so worried that that is not the responsible thing to do, I can’t focus. I should be out looking for a job.”

I suspect that a lot of writers have those kinds of worries, and as I say, “Stress kills creativity.” You might find it a little tougher to write right now.

Or maybe not.  You can look for jobs electronically, and if you’re in a small rural area like mine, it will take all of an hour a day. So what are you going to do with the other fourteen hours that you’re awake?

I think of writing as an investment in myself. That’s how I make money, by investing in myself. Some projects make a lot of money, some don’t make much at all.  I wrote a short story a few weeks ago, for example, that probably didn’t make me $20 per hour. I had a lot of fun doing it, and I’d do it again in a minute. It relieves stress, gets something accomplished, and acts as an advertisement for my work, but it’s nowhere near my minimum hourly rate. Still, a lot of people only dream of making $20 per hour.

But it does bring up a difficulty that authors have: determining the worth of a project. Some writing projects have made me a lot of money. For example, years ago I wrote a movie tie-in novel. The advance for the novel was about $60,000, and I figured it would take about 200 hours to write, so I made something on the order of $300 per hour. I hoped that it might even make some royalties.

Sure enough, it made far more in royalties than anticipated. I still get small checks for it, twenty years later, and currently, I figure that I made over $2000 an hour on that project.

You see, with a novel, over its life, it can grow and dwindle in popularity around the world. A novel that doesn’t look like it’s worth much can suddenly become popular.

One friend, years ago, wrote some vampire novels that didn’t do well in the US. They sold so poorly, she gave up writing for a time, but she sold the foreign rights in Romania and became a #1 bestseller—and made millions. I’ve seen other friends do this in Japan, Germany, and the UK.

Then you have books that get turned into movies, and perhaps a book that you thought was dead twenty years ago comes roaring back to life.

So when you’re writing, you’re investing in an unpredictable future. You don’t know what you might get out of it, but you are investing in your dreams.

Link to the rest at David Farland, Story Doctor

Building Your Writing Career

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From Dave Farland:

Many writers begin their writing journey and choose to focus on gaining the skills they need to become publishable. In fact, that becomes their sole focus. They don’t worry about learning how to sell their books. After all, you can’t sell a book that you haven’t written, right?

But what happens when you do sell a book and suddenly find that in addition to learning how to write, you now need to launch a career?

I’ve known many authors who have done just that. They focused on becoming writers and never learned the first thing about building a career. They’ve taken so little thought to the business side of writing that in some cases, they even managed to derail their career before it got started.

So, what are the first steps in building a career?

One of the first steps you need to take is to begin building “your list.” What is your list? It is a list of friends and fans and business associates who want to follow your career. These are people who will go out and buy your books. In fact, a good friend or fan will go out and buy your book on a certain day, a day that you ask them to buy it, in order to help launch your book on the bestseller lists.

Now, if you’re like me, you’ll think, “I don’t know anyone who would do that!” Well, you might be surprised at how many people would be willing to do that, if you just ask them to.

So, how do you ask? You send an invitation to people that you keep on an email list. This list is your most important business asset as a writer.

Who is on your list? How about this: look at your family first, not just your immediate family, but also your cousins, nephews, nieces, and even your crazy uncle. If you’re from a large family, getting the names and email addresses of these people can take some time. But it’s worthwhile. Family members are often eager to buy your books, tell friends what you’ve done, and so on. Even if they aren’t frequent readers, they’re likely to read your work.

Who else is on your list? How about your business associates at the place(s) that you’ve worked? How about old friends and classmates from school—from kindergarten on through college, and even people that you’ve taken seminars with?

Then go to your business associates—other writers, producers, editors, agents, and so on.

. . . .

But what if you don’t build your list? It is possible that a few great reviews will help guide readers to your book, and advertisements in magazines will also help. And if people begin reading and talking about your novel, the “word of mouth” advertising is invaluable. The problem is, that word of mouth is also slow. If someone buys your book and doesn’t read it for a few weeks, by the time that she tells her friends about how great you are, your book might be out of print.

. . . .

My friend Richard Paul Evans has a story about a writer who failed to build his list. Richard went to do a book signing on the East Coast a couple of years ago and was excited to be signing right next to an author whose first novel was a blockbuster—one that stayed on the New York Times Bestseller list for more than a year. He’d sold millions of copies and had gotten emails from tens of thousands of fans. But when Richard got to the store, he found that his own fans were there but the new author had no one in his lines. His publisher had not advertised his second novel widely, and the author hadn’t kept a list of his fans, so he had failed to tell them about the signing. When Richard asked the author what had happened to his fans, the author said, “I guess that they didn’t get the memo.”

Link to the rest at Dave Farland and thanks to Alexis for the tip.

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