Tag: author platform

O is for Online Presence

When you’re an indie author, your business exists almost exclusively on the internet. Chances are that ebook sales make up the bulk of your revenue, and those are entirely online. And without the backing of a major publisher, you probably aren’t going to get many books into bookstores (although it is possible). Most of your print sales are going to be online as well.

So if the bulk of your business is online, it only makes sense that you should maintain an online presence or persona of some kind. But what sort of presence should this be? Do you need to be on social media, even if you don’t really enjoy it? What about blogging? What are the dos and don’ts of maintaining an online presence?

Honestly, I don’t think it really matters which platforms you use to build your online presence, so long as you’re accessible in some way. Marketing gurus say that you have to be on social media, but my Star Wanderers books took off when I was living in a developing country with very limited internet access, and hardly ever posted to Facebook or Twitter at all. Even now, my Facebook author page is kind of a ghost town–I post links to each blog post, and I respond whenever a fan drops in with a comment, but that’s about it.

In my opinion, the most important thing to keep in mind when building an internet presence is to do the things that feel the most genuine and authentic. Facebook has never felt very authentic to me, except when I’m interacting with people I know in real life. Twitter, though, had an in-the-moment format that I really enjoy. Even then, I don’t feel nearly as authentic on Twitter as I do on my own blog, where I can post my thoughts and observations without restriction. For that reason, the core of my online presence is my blog, and I use my social media accounts to funnel people here rather than using social media as an end destination.

Besides being authentic, I think it’s important to be gracious to your fans and to not insult or repel them. A handful of authors (such as John Scalzi and Larry Correia) have developed personas that are highly opinionated, controversial, and crude, but they do it in such a way that it draws a following and keeps them. You don’t have to be liked by everyone–indeed, if you’re being authentic you certainly won’t–but you need to be careful to show respect and basic decency toward your fans. They are your bread and butter, and if they find your online behavior repulsive, you’re going to have a very hard time making and keeping them.

When it comes to politics and religion, I try not to be too divisive. Those are certainly important parts of my life, so it wouldn’t be very authentic of me to ignore them completely, but I don’t want my political opinions or religious beliefs to get in the way of my fans enjoying my stories. I don’t write stories just for Mormons, or just for libertarians, or just for white men–I write stories for people who look up at the stars and wish that they could go there. For that reason, I try to be mindful that the people who enjoy my stories might not (indeed, certainly do not) all look or act or believe like I do. I may disagree with them on some issues that I personally find important, but I don’t have to let that come between them and my stories.

The author-reader relationship is a fascinating thing that I have much still to learn about. Right now, my approach is basically to keep from getting in the way as much as possible. Occasionally I’ll get a piece of fan mail that will gush about something they loved about a story but criticize something they didn’t. I never argue back against it, since arguing isn’t going to change the experience they had when they read the story. Instead, I thank them as graciously as I can for reading.

My goal as an author is to stay out of the way of my readers enjoying my stories. For those who do enjoy the stories and want to connect with me, I write author’s notes at the back of all my books and keep an online presence on my blog where they can reach me. But if they don’t want to do that, that’s fine too. I try to be as authentic as I can without alienating anyone who enjoys my stories, and the key to that is to always be grateful for my readers. Writers may create stories, but readers bring them to life, since without anyone to read them, stories are basically dead.

If you’re thinking of self publishing, read this. All of it.

I just read a fascinating Q&A on Reddit with Hugh Howey, author of the self-published phenomenon Wool.  After six trancelike hours reading through all the comments, all I can say is “wow.”

Okay, I guess I can say a little more.  Yesterday, I listened to Brandon Sanderson’s lecture on self-publishing from his English 318 class this year.  While I agree with much of what he says, a lot of it is already out of date.  Probably the biggest thing is whether it’s still advantageous for indies to go with a traditional publisher after making a name for themselves.  In 2011, Amanda Hocking had some good reasons for going traditional.  In 2012, Hugh Howey has some very good reasons not to.

The other big thing, though, is this idea of author platform–that to be a successful indie, you have to find some way to drive large numbers of people to your books.  Well, not necessarily.  Hugh Howey was a nobody for three years, and the title that finally pushed him over the tipping point was the one he promoted the least.  To me, that shows:

  1. current sales are not a predictor of future sales, and
  2. a great book will grow into its audience independent of its author.

Granted, there may be a threshold that needs to be crossed before word-of-mouth really starts to kick in, but if a nobody with passable cover art and no author platform can cross it, that threshold isn’t very high–and that’s good news for all of us.

The way I see it, there are three big myths that writers struggle with in making the shift from traditional to indie publishing:

1) The flood of crap books will keep you from getting noticed

This grows out of the paradigm of limited shelf space–that the best way to get noticed is to have your book occupy more space relative to all the other books on the shelf.  This might be true in the brick and mortar world, but the rules are much different in the digital realm.

Think about it: how many new blogs are launched every single day?  Thousands, if not hundreds of thousands.  And yet people still find the good content amid the sea of crap.  On Youtube, an average of one hour of video content is uploaded every single second.  And yet there are still entertainers making a lot of money through their Youtube channels.

The rules in the digital realm are completely different from everything in the physical world.  Figuring that out requires a huge paradigm shift, one that even indie writers struggle with.

2) Publishing a book is an event that must be promoted

This grows out of the paradigm of velocity, or as Kris Rusch puts it, the “produce model” of publishing:

Every month publishing comes out with brand new product. Shelf space is limited in every single brick-and-mortar bookstore.  Big Publishing makes the bulk of its money during the first few months of a book’s existence.  So if a book sits on a bookstore’s shelf until the book sells and that sale takes six months to a  year, the bookstore and the publisher lose money.

Better to dump the old inventory on a monthly basis—for full credit for unsold items—than it is to have the inventory sit on the shelves and grow “stale.”

Of course, the flaw in this logic is that digital shelf space is unlimited, therefore books do not “spoil.” No matter how much time passes, an ebook can still be found in the same place.

Therefore, does it really make sense to make a big deal over an indie book release?  Maybe to jump start some word-of-mouth, but it’s not like your career is going to be harmed if you do nothing.  In fact, it might be better to hold off until you have a few more titles up, so that when you give the first one that push, readers will have something else to read once they’ve finished it.

3) To succeed you need to find a way to “break in”

This grows out of the gatekeeper paradigm, where the system is closed and the few entry points are guarded by a select group of taste makers whose job is to bestow legitimacy on those who meet the qualifications to get in.  It’s the concept of patronage, where success comes from being chosen by a wealthy benefactor, and it’s connected with the idea that you haven’t truly “arrived” until <fill in the blank>.

The flaw with this paradigm, of course, is that publishing is no longer a closed system.  The gates haven’t just been flung open, the walls themselves have been torn down.  The job of the taste makers is no longer to protect readers from the dross, but to lead them to the gems–which is honestly much closer to what it should have been in the first place.

So what does this mean for creators?  It means that there’s no longer a system to break into.  You don’t need to write better than everyone else, you just need to find (and keep) your 1,000 true fans.  Success isn’t bestowed upon you by some higher authority, it’s something that you discover on your own as you hone your craft and build your business.

Honestly, this is one that I still have a lot of trouble with.  When I left to teach English in Georgia, in the back of my mind I had this vague notion that I was going into a self-imposed exile, and wouldn’t come back or settle down until I’d “broken in.” Of course, this made me quite discouraged, because it felt like things were out of my control–or worse, that I’d somehow failed.

But listening to Brandon’s lecture and reading Howey’s Q&A session helped me to remember that it’s all still in my control.  I don’t need a benefactor, I just need a good plan, if that makes any sense.  So right now, I’m thinking things through and making the necessary revisions to that plan.  There probably won’t be any big ones–I still think I’m more or less on the right track–but it will be good to update my paradigm.

By the way, the title of this post applies to the Q&A with Hugh Howey, not to the post itself.  Though if you are thinking of self publishing, I hope it’s helped out in some way.

Also, I just finished part I of Wool, and it deserves every bit of praise that it’s got.  Expect to see a review of the omnibus shortly.