January 2010

Booklife Guest David J. Williams, with “Viral Marketing Case Study: Or, How I Built Fake Websites to Sell My Real Books”

Today, a great guest post by author David J. Williams , whose futuristic military thrillers I quite enjoy–tightly written, intelligent, and exciting. This is being posted on Tuesday rather than the regular Wednesday due to a WordPress issue. – JeffV

er, hey, is this thing live? Well, first of all, thanks a ton to Jeff for inviting me to say a word or two about how I’ve been marketing my Autumn Rain trilogy (consisting of the books THE MIRRORED HEAVENS, THE BURNING SKIES, and the forthcoming THE MACHINERY OF LIGHT). I’ll also say a bit about Lessons Learnt and all that…

First, let me reveal the Actual Strategy, and then I’ll break it down a little from there. “Viral marketing” has more definitions than you can shake a stick at; it seems to me that the essence of the best campaigns is that they’re not transparently related to the author, but instead help to generate a buzz by virtue of their being a little mysterious.

The core of my campaign was the following site:

http://www.greateramericanews.com/breakingnews

“TERRORIST STRIKE DESTROYS SPACE ELEVATOR”

“AUTUMN RAIN CLAIMS RESPONSIBILITY”

That dastardly terrorist group Autumn Rain! Who the #$# are they? I.e., we’re dropped straight into the world, with a faux news site with CNN-like look-and-feel, reporting on the aftermath of the catastrophic event that opens the first book. There’s plenty of “apparent” content and even (if you click on the graphic at the top) an actual video, in which a doomed reporter broadcasts his final hapless transmission. Of course, if you try clicking on the other links, you rapidly realize that there’s really not much to this website: it’s just a shell, intended to convey the emotional impact of Something Really Huge Going On, creating the illusion of verisimilitude…an illusion that’s carried still further by the page that virtually every link takes one to:

http://www.greateramericanews.com/restricted.html

The world of 2110 is one where the government has the Internet in “lock-down”, so it ties in thematically…but the point is that this website is like a cat that arches its back and makes all its hair stand on end to appear larger than it actually is. (I apologize for that somewhat-forced analogy, but as I write this, my feline friend Captain Zoom is sitting on my lap and intruding upon my cognitive processes, in addition to making it that much harder to type).

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Booklife on Support For Your Writing

There’s been a lot of discussion about fiction by women, special issues of fiction by women, feminist criticism, and possible disparities in the number of submissions by men versus women.

It may seem like a tangent, but I think portions of this section of Booklife pertaining to the support of your partner or friends are relevant to the conversation. So here’s your Monday post, two days early… – Jeff

Writing is a solitary activity, but you need to have some kind of moral support or it can become a lonely activity. I’m lucky in that my wife Ann is my partner in editing projects, my first reader for books, and loves my work — yet she still has the distance to give me honest feedback. Because she isn’t also a fiction writer, there’s no tension between rival careers, the kind of dynamic that’s especially destructive when one writer’s career is going strong and the other’s is entering a decaying orbit.

But support comes in many forms. It might come from friends and family instead, whether or not you’re in a committed relationship. It might be less proactive, as in the case of a partner who believes in your effort and helps you find time for it. In one case, a friend’s husband supported her for over fifteen years, believing in her even if he didn’t always care for her work. One day, after hundreds of rejections, she not only got a book deal, she won a literary award with a huge cash prize, received offers for publication in foreign language editions, and now provides most of the income for their family. Without her husband’s belief in her, she might never have gotten to that point.

Only one situation is intolerable for the health of your Private Booklife: to have a partner who either passive-aggressively or actively doesn’t support you — doesn’t support you or the work. I know several people in relationships like that and, inevitably, if the person is serious about pursuing their goals, they find someone else to support them emotionally (or they quit writing). In a sense, they have an emotional affair with another person — someone who better appreciates their writing and their goals.

In his book Word Work, award-winning writer Bruce Holland Rogers has done a great job of identifying the six main areas in which a partnership can hurt or help a writer: Identity, Work Habits, Play Habits, Audience, Blame, and Gender Roles. I haven’t found any better description of the dynamics of support in a relationship between a writer and his or her partner. Here’s a summary of his analysis of these six areas:

Identity. A partner can either help confirm or deny your identity as a writer. A partner who tends to agree with the view of the wider world that your dream is futile or impractical (or, worse, ridiculous) helps to erode your identity as a writer. A partner who confirms that identity helps you to create a separate reality in which you are a writer. This also creates a positive space in the home for your writing.

Work Habits. Your partner should be respectful of your personal space — not, for example, forever tidying piles of material that may look like a mess but constitute the organic progress of a book for some people. In addition, you may have odd habits, like stopping in mid-sentence to write down a sudden idea or image. Ideally your partner will try to understand this behavior and not take it personally or think of it as rudeness. It’s an essential part of many writers’ process. (Nor, however, should you feign a certain amount of eccentricity to get out of responsibilities.)

Play Habits. A vital element of stimulating the imagination is play, which means writers can be pretty silly sometimes. A partner who doesn’t engage in reciprocal play with you may actually be stifling your ability to recharge your imaginative batteries. At the very least, reacting negatively to a playful situation will make it harder for you to be creative over time — especially if that sense of play involves sex.

Audience. You must be understanding of partners who do not want the role of reading and responding to your work. Although there’s a great temptation to want your partner to be your first reader, not all people are suited to this job. Don’t force the issue, especially in a situation where the partner is otherwise supportive.

Blame. You shouldn’t blame your own creative frustration on your partner. Partners often sacrifice as much as the writer for the writer to have the space and time to be creative. Blaming your partner for your problems isn’t just wrong, it’s unjust.

Gender Roles. Your relationship with a partner should acknowledge the unique stressors pursuing a creative dream can put on the division of labor in a household. Unfortunately, many homes still assign certain roles to women and other roles to men. Male writers in particular can unwittingly take advantage of that traditional division of labor to find time to be creative at the expense of their partner’s time and effort. Without a frank discussion of roles within the household, and finding a realistic balance that benefits both parties, someone will eventually be simmering with resentment, and communication will deteriorate. As one female writer who wished to remain anonymous put it in an email to me: “[The significance of sacrifice is] wrapped up for me in the stress/struggle I have as a female writer, on the losing end of gender expectations. There a number of things I always felt like I should do: cook healthy meals, exercise, keep the house clean for me and my significant other, remember my friends’ and family’s birthdays, be there for my five younger siblings whenever they need me, etc. Yet I’m constantly aware of the fact that all the time I spend on those good things is time that I’m not writing. I constantly feel guilty — either guilty because I’m not writing, or guilty because I’m not keeping up with the tasks mentioned above. I think women are probably more prone to that feeling of guilt and personal failing than men, though perhaps that’s just a stereotype.”

This last issue, of gender roles, speaks to another issue, as well: the value of self-sufficiency. No matter how much support you receive, there’s something solitary at the heart of being a writer, and you alone are responsible for making the decisions that nurture and support your creative life. There can be a liberating quality in recognizing this fact. As Tessa Kum puts it, “I’m flying solo in every sense of the word. No one does the dishes. No one requires my time. No one tells me what I can and can’t do. Every good and great and kind thing a partner might do for me, I do for myself. Every harsh and horrible and crippling thing a partner might do for me, I do for myself.”

Friday’s Links: Secret Police, Android Dreams and the Future Revealed

Former publisher and current industry consultant shares eight predicts for publishing in the next decade.

Plans have been announced to publish the Stasi records of novelist Gunter Grass.

The pros and cons of publishing a mystery with a large or small press are considered at the BookEnds blog.

Futurist Ray Kurzweil is trying to build a better e-book platform.

Meanwhile, Sydney Morning Herald columnist Gabriella Coslovich argues that e-books lack the “magic of the real thing.”

Michael Berry offers five lessons on writing from H.P. Lovecraft (some of which use the author and his work as examples of what not to do.)

LibraryThing launches Local Books, an iPhone app that provides information on local literary events.

The estate of Philip K. Dick is threatening Google with litigation over the name of their new phone, the Nexus One. They claim that it is suspiciously close to the name of the android model, Nexus Six, written about in Do Androids Dream of Electric Sheep?, the basis for the movie Blade Runner.

Publisher’s Weekly reports that holiday sales at Barnes & Noble fell five percent short of expectations.

Deena Drewis at The Millions writes an eloquent defense of editors and their work.

n653213921_1671825_1056996Matt Staggs is a literary publicist and the proprietor of Deep Eight LLC, a boutique publicity agency utilizing the best publicity practices from the worlds of traditional media and evolving social technologies. He has worked in the fields of public relations and journalism for almost a decade. In addition to his work as a publicist, Matt is a book reviewer and writer whose work appears in both print and web publications.

Some basic advice to self-published authors. Agree? Disagree?

As a publicist, I sometimes receive requests for advice or assistance from self-published authors. I have a great deal of admiration for anyone with the resolve to complete a novel, and to take on the enormous burden of publishing and promoting it themselves. I know that it’s hard to promote any book, nonetheless a self-published one, and that in many ways the cards are stacked against these authors from the start, so I always try to share a little bit of advice in the hope that I can make their job just a little bit easier.

I’ve reprinted this advice below, but please don’t treat it like words received from on high. Feel free to disagree, or add to the discussion via the comments button. I look forward to hearing from you.
Promoting a self-published title is a challenge. Here are the two major reasons why this is so:

(1) Although self-publishing and POD publishing don’t carry as much of a stigma as it used to, a certain amount of prejudice still exists among otherwise reasonable reviewers–especially among the traditional press. Many of them feel that anything self-published only became that way because it wasn’t good enough to get published by a regular publishing house, and for that reason, won’t review anything self-published.

(2) Self-published titles normally don’t come with any means of mass distribution. In essence, should a reader be influenced by a review in a newspaper or other periodical, she or he won’t be able to normally find a copy of the book on the shelf at their local Borders or Barnes & Noble.

Naturally, just because critics feel this way, that doesn’t mean that it’s true. As the internet continues to grow and the means of production shifts to creators, most of these old-guard prejudices will probably start to fade. That being the case, you’ve still got to deal with the situation as it is right now.

Here’s what I’d advise: Spend an afternoon on Google researching likely friendly venues for your book and the names of reviewers associated with them. From there, develop a list of maybe twenty potential contacts and email them directly. Offer them a copy of the book for review, an opportunity for an interview and maybe even offer to write a guest post on the book or a related topic later if they’re interested.

Now, who is going to review the book? I’d start with small to medium sized book bloggers. Slowly build up word of mouth, and keep a sheet of choice excerpts from the best reviews. Once you have these, use them to approach the larger websites. They’re far more likely to read your book if others have read it and enjoyed it. Yeah, I know, weird, huh? From there, you might be able to move up to magazine and newspaper guys and gals, but most of them want to have the book about 4 months in advance of publication.

You’re going to have to do this as a “grass roots” style campaign, and build up word of mouth slowly and deliberately. You’ll need to get yourself out there, talk to the fans and genre gatekeepers themselves. You’ve going to need to start a website to increase your aura of legitimacy. Finally, get on Twitter and Facebook and really talk to people in your core audience. Indirectly promote your personal “brand” that way. Don’t make the mistake of spamming people with impersonal, sales-oriented messages.

Ultimately, you’re going to have to bring your message directly to the people, and build your audience person-by-person. This can be your best hope of beating the odds and having a successful book.

n653213921_1671825_1056996Matt Staggs is a literary publicist and the proprietor of Deep Eight LLC, a boutique publicity agency utilizing the best publicity practices from the worlds of traditional media and evolving social technologies. He has worked in the fields of public relations and journalism for almost a decade. In addition to his work as a publicist, Matt is a book reviewer and writer whose work appears in both print and web publications.

Booklife: Seven Points to Consider When Submitting Short Fiction

The blogosphere saw a lot of discussion during late 2009 about short fiction submissions practices. My main concern with the discussion as it existed was a lack of strategic planning when it came to submitting short fiction. Which is to say, for many writers a top-down approach of submitting to the highest paying and most visible markets may make sense. But that there are good reasons to develop more nuanced approaches. Here, then, are seven points to consider when thinking about the submission of short fiction. (In altered form, the following post originally appeared in the comments thread on my blog, on a guest post by Jason Sanford.)

Also, no advice about short fiction markets is of any use to you if you don’t write a damn good story first. This may seem obvious, but I see far too many writers neglecting their craft by churning out stories at a ferocious rate. In this social media age, your mantra should be: SLOW DOWN. Take the time to edit. Put that story away for a couple of weeks after you do the draft. If you find that your second draft is pretty much the same as your first, you might not’ve seen the story’s full potential.

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