Recently, an author posted about how an up-and-coming writer’s book had failed to launch. The author claimed to be a bestselling writer, and boy, was she a scold! She was all up in her feelings about a self-published author’s debut that failed to sell many copies. Her core message was, “If only they’d done what I had done! If only she knew better!”
This demonstrates a fundamental misunderstanding some folks have about publishing books. There are too many variables outside the author’s control and no guarantees of success. You can do everything right, and still fail. In fact, trad or self-published, most books fail to find an audience. To become a bestseller in Canada, you have to sell a few thousand in a week. Less than 0.5% of the 100,000 hardcovers published each year make the New York Times Bestseller List. Novels have a spectacular failure rate (if your only metric is sales and reaching a wider readership. Some authors do not share those aspirations).
The bestseller criticizing the debut writer attributed her success to herself, her publisher, and her skill. There are many more factors than that. When people succeed, very few have the perspicacity to admit they were just plain lucky. Instead, they rationalize their genius moves after the fact.
You can optimize your chances of success, but the headwinds against you are enormous. The Netflix documentary featuring Fran Lebowitz was originally expected to air earlier than it did. Netflix put that off, and that turned into a happy accident for Lebowitz. That delay meant the show aired during the height of the pandemic. Many more people watched than otherwise would have because everyone was stuck at home.
Arrogance and ignorance can really drag an artist down.
During book promotions, many authors freely give away books to boost the store algorithms and garner more reviews. When my dentist asked about my work, I mentioned that I was running a promotion at that moment for my new book.
“You can pick it up for free right now,” I offered. Nice and generous, right?
“You’re giving it away?” His tone suggested I was making a rookie mistake in devaluing my work.
I still run into that attitude among some authors, but it’s a tried and true marketing tactic.
“Objection! Stephen King doesn’t have to do that.”
Ahem. You’re not Stephen King. Neither am I. There can be only one!
To be found, loss leaders are common and not at all shameful. It’s incredibly difficult to get people to review a novel, and harder still to sell a novel with few reviews. Many authors decide to give to get to increase their long-term sales. There are other approaches, but this is far from outlandish. Give a few hundred, and potentially gain a few thousand new readers and maybe a couple of dozen fresh reviews. Simple marketing, right? (It is, I’m not really asking.)
It gets worse.
On a Zoom call with fellow alums from my university, I discovered how I’d stumbled into a rather insulated clique. First, one woman didn’t believe I had attended our alma mater at all. “I don’t recognize you,” she said. It was a challenge. Amazing how casual some folks are about making an enemy for life, huh?
We attended a small university, but I wasn’t one of the cool kids. I recognized her from the cafeteria, but saying so would have made me feel even more inconsequential. She was active in clubs, at the bar, and getting lots of pictures of herself with friends she would keep for life. I was up in my dorm room reading and happy.
(Stay tuned. My humiliation continues below the graphic)
All that content solitude in university was one reason I got to do this:
mybook.to/TheEndemicExperience
It got worse.
On the same Zoom, an old friend said he had picked up Endemic for free. The other people on the call laughed at me. The friend asked if giving away books was worth it. In that moment, it sure wasn’t. I was in the wrong group, talking to the wrong people. Hurt feelings aside, I’ve never put hurt feelings aside.
Whatever you’re choices, there will be people who don’t know your journey, but they are certain you are doing it wrong. Don’t just agree to disagree. Disagree to disagree. Keep going, and do you, Boo.