Posts Tagged indie publishing success

The Rise of Individuality—What This Means for Publishing & Authors

Original image via Flikr Creative Commons, courtesy of Larry Lamsa

Original image via Flikr Creative Commons, courtesy of Larry Lamsa

We’re now into the Digital Age, and the ramifications of a connected world are still being revealed daily. But, there’s one trend I’d be hard-pressed to argue with. The 20th Century was all about homogeneity. Madison Avenue flourished by telling us which clothing brands made us cool, which car made us special, what foods were “healthy.”

Information was controlled by gatekeepers and commodities restricted by retailers, thus homogeneity was the goal. Homogeneity was simpler and required less paperwork and thinking.

Generations bought Wonderbread because it was “fortified with vitamins” and “good for your kids.” In 1986? Hope you liked stirrup pants. There was a cultural need to “fit in” and be like everyone else, especially those who were the “cool kids.”

“Pillars of Same” Go Crashing Down

With the advent of the Internet and widespread use of social media, homogeneity is crumbling. Individualism is now revered more than ever in human history. And, no matter how weird, off-beat, or All-American we want to be? There is a subculture to embrace our style. Mega-trends have lost their power.

Today, changing lifestyles, the Internet, the balkanization of communication, and the global economy are coming together to create a new sense of individualism that is powerfully transforming our society. ~Microtrends, Penn/Zalesne

What this means is that, as consumers are faced with more and more choices, they’re segregating themselves into smaller and smaller subgroups. Love tattoos? Duck Dynasty? Duck Dynasty tattoos?

Can’t get enough of Jackson Galaxy and cat whispering? Are you Stay-at-Home-Mom who kicks butt on a Roller Derby Team each Saturday? It’s all out there, and most of us are a unique mixture that can’t easily be categorized.

For instance, yesterday I began my day with green juice and 50 minutes of yoga. I ended the day watching my husband reload ammunition while we watched Duck Dynasty and I prepped the grill. We also debated briefly over which superhero we were.

Actual Conversation in Our House:

Me: I’m so happy I had a boy.
Hubby: Why?
Me: Because the world needs more good guys. In fact, you’d be a really dull superhero. You’re Superman. All paladin. No baggage.
Hubby: I am SO not Superman. I call Green Lantern.
Me: Green Lantern didn’t have baggage either. Not like Batman. You don’t have enough drama to be Batman.
Hubby: As long as I’m not Aquaman.
Me: I’m Poison Ivy. Or Harley. You good guys are suckers for chicks with drama.

And what all of this means is that 20 years ago, we knew which table to sit at–Jocks, Preps, Nerds, Geeks, Good Kids, Band Kids, Kid Who Smells Like Old Carpet. The lines were clearer, namely because we had only a handful of networks and limited retail outlets to define our identity.

Now? We have the reins of individual freedom and we like it.

What Does This Mean for Publishing?

Big publishing has a number of limitations. First, their size. Second, massive overhead. Third? 20th Century thinking. They have to find the mega-trend to stay in business, but what does this mean in a marketplace that is rapidly shifting to micro-trends?

NY is less able to spot the micro-trends, because in a world of algorithms, numbers and spreadsheets, one relies on the past to predict the future. Business is always looking backward in order to move forward. It’s like trying to drive our car using the rearview mirror as the main guide. Says a lot about where we’ve been, but gives limited information as to what’s ahead.

Indies Have Revealed the Micro-Trend

We’ve talked about the Fifty Shades of Grey phenomenon, yet I will point out that I’ve met agents who turned down the manuscript. It was through E.L. James’ massive volume of independent sales that the micro-trend surfaced and then NY could turn this success into a mega-trend. A genre which received little to no attention has grown exponentially.

This was one of the reasons I recommended NY create e-book divisions as early as 2009 (REAL e-book divisions, not vanity-press retreads). Find a good book, give it a chance and see if the trend emerged. If not? The product cost less to produce and the writer could earn a higher royalty.

Even if the book didn’t sell bazillions of copies, writers didn’t have to sell that many books to make a healthy living and be freed up to write more books. Now instead of NY banking the farm on finding the ONE mega-trend, they could reap the rewards of countless micro-trends.

Which is exactly what Amazon has been doing.

Amazon doesn’t need one author to sell two million copies (not that they are opposed to it), but they can easily have 20 or even a 100 authors sell two million copies. The money spends the same.

This is Why Social Media is Vital for Authors

Social media is vital for keeping our fingers on the pulse of the public (code for “readers”). We can use blogging to define our brand then use content to attract those who share our “subculture” tastes (which I teach how to do in my new book).

It’s the main reason it’s death to be the All-Writing-All-The-Time-Channel. That’s a one-dimensional subculture that is overfished and quickly grows stagnant.

Also, any writer worth his/her salt is interested in a lot of things. The more we feed our subculture, the healthier it becomes, and the more loyal. We are all seeking our peeps, our tribe, our “friends” in a world that has become explosively larger.

Small is the New Big (Thank, you, Seth Godin)

Modern humans are overwhelmed with the sheer volume of choices, and, as a response, we stick to what we know. Sure, in 1999 we LOVED the megastore because it was new and shiny. Almost fifteen years later? We’re tired of needing to hail a taxi at the Mega Wal-Mart because we forgot the ketchup on aisle 3 and are now in the school supplies on aisle 93.

We’ll pay a bit more to shop at the corner market who appreciates our love for Organic Raw Kombucha, GF hot dog buns, and foie gras. We can buy Wonderbread at a supermarket or go to the small boutique grocer that sells sprouted grains for those of us in the crowd of Wonder-Why-We-EVER-Ate-Wonderbread.

Everyone wins.

But to spot and nourish the micro-trend, we must be present. Micro-trends can earn us a healthy living. A single writer doesn’t need to sell as many books to keep the lights on as NYC does. Also micro-trends have the potential to grow up to be mega-trends. Spreadsheets can’t tell us as much as people can. And, trust me, people have a lot to say. Numbers can’t tell us as much about the future as relationships can.

What are your thoughts? Do you love a world where you can define your own style? Create your own genres? Mix in your varied interests? Have you met people on social media with similar hobbies that you’d never have met in person?

I LOVE hearing from you!

To prove it and show my love, for the month of August, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. What do you win? The unvarnished truth from yours truly. I will pick a winner once a month and it will be a critique of the first 20 pages of your novelor your query letter, or your synopsis (5 pages or less).

ANNOUNCEMENTS:

Since it was such a HUGE success and attendees loved it, I am rerunning the Your First Five Pages class SATURDAY EDITION. Use the WANA15 code for 15% off. Yes, editors REALLY can tell everything they need to know about your book in five pages or less. Here’s a peek into what we see and how to fix it. Not only will this information repair your first pages, it can help you understand deeper flaws in the rest of your manuscript.

My new social media book, Rise of the Machines–Human Authors in a Digital World is NOW AVAILABLE. Only $6.99.

WANACon, the writing conference of the future is COMING! We start with PajamaCon the evening of October 3rd and then October 4th and 5th we have some of the biggest names in publishing coming RIGHT TO YOU. If you REGISTER NOW, you get PajamaCon and BOTH DAYS OF THE CONFERENCE (and all recordings) for $119 (regularly $149). Sign up today, because this special won’t last and seats are limited. REGISTER HERE.

, , , , , , ,

43 Comments

What Are the Odds of Success? …Really?

Image via Flikr Creative Commons Hakan Dalstrom

Image via Flikr Creative Commons Hakan Dalstrom

A couple weeks ago, I taught at the DFW conference and someone mentioned this post I wrote a long time ago. For the benefit of those who’ve not yet read it…or those of you who’ve slept since then, I figured I’d modify it to make it current. I hope this helps ease the angst you might have about how hard it is to become a success.

What Are the Odds….Really?

I didn’t even consider becoming a writer until 1999 after my father passed away suddenly. Funny how death can make us take a hard look at life, right? Anyway, I recall feeling soooo overwhelmed. I mean my odds of even getting published were about as good as winning the lottery. And the odds of becoming a best-selling author? Well, mathematically speaking, I had a slightly greater chance of being mauled by a black bear and polar bear on the same day.

It was all I could do not to give up before I began.

But, after almost 14 years doing this “writer thing,” I have a new perspective. Often it feels like we are the victims of fate, at the mercy of the universe, when actually it is pretty shocking how much of our own destiny we control. The good news is that if we can get in a habit of making good choices, it is staggering how certain habits can tip the odds of success in our favor.

Time to take a REAL look at our odds of success. Just so you know, this is highly unscientific, but I still think it will paint a pretty accurate picture. I will show you a bit of my own journey.

The 5% Rule

It has been statistically demonstrated that only 5% of any population is capable of sustained change. Thus, with that in mind…

When we start out wanting to write, we are up against presumably millions of other people who want the same dream. We very literally have better odds of being elected to Congress than hitting the NY Times best-selling list. But I think that statement is biased and doesn’t take into account the choices we make.

As I just said, in the beginning, we are up against presumably millions of others who desire to write. Yes, millions. It is estimated that over ¾ of Americans say that they would one day like to write a book. That’s a LOT of people. Ah, but how many do? How many decide to look beyond that day job? How many dare to take that next step?

Statistically? 5%

So only 5% of the millions of people who desire to write will ever even take the notion seriously. This brings us to the hundreds of thousands. But of the hundreds of thousands, how many who start writing a book will actually FINISH a book? How many will be able to take their dream seriously enough to lay boundaries for friends and family and hold themselves to a self-imposed deadline?

Statistically? 5%

Okay, well now we are down to the tens of thousands. Looking a bit better. But, finishing a book isn’t all that is required. We have to be able to write a book that is publishable and meets industry/reader standards. When I first started writing, I thought that everyone who attended a writing critique group would be published. I mean they were saying they wanted to be best-selling authors.

But did they?

Or, were they more in love with the idea of being a best-selling author than actually doing whatever it took to succeed? I would love to say that I was a doer and not a talker, but I don’t want to get hit by lightning. There were a number of years that I grew very comfortable with being in a writing group as a writer…but not necessarily a professional writer.

I was still querying the same book that had been rejected time and time and time again.  I wrote when I felt inspired and didn’t approach my craft like a professional. I was, at best, a hobbyist and, at worst, hopelessly delusional.

I didn’t need craft books *snort* I spoke English, so I knew how to write. Geesh! *rolls eyes*

I was a member of two writing groups, and had grown very fond of this “writer life.” We hung out at I-Hop and drank lots of coffee. We’d all chat about what we’d do with our millions once we were bigger than Dan Brown. We talked about new ideas for books that never seemed to get written. Or if we ever did sit to write one of these ideas, we would get about 30,000 words in and then hit a wall.

Hmmm…and I thought that idea had so much promise.

Yet, after four years hearing the same talk from the same people shopping the same novels, I had a rude awakening. Maybe I didn’t know as much as I thought I knew. Maybe being a copy writer and technical writer and editor didn’t automatically make me a novel-writing genius. Maybe I needed to take this dream of being a best-selling writer a tad more seriously and not rely on bluster, BS and glitter. Maybe I needed to read craft books and scrape up enough money to go to a conference.

So, of the tens of thousands of writers who write a novel, how many read craft books and get serious enough to take classes and attend conferences?

You guys are good….5%

And of those who attend a conference (and want to traditionally publish), who are asked to send in page requests, how many follow through?

Likely, 5%

How many will land an agent right away?

5%

And of all of those authors rejected, how many writers, determined to impress, are willing to GUT their novel and wage wholesale slaughter on entire villages of Little Darlings? How many are willing to put that first novel in a drawer, learn from the experience and move forward with a new book…which they FINISH?

5%

And of the writers who land an agent or are brave enough to go indie or self-publish, how many of them get dead-serious about building a large social media platform?

Again? Probably 5%.

And of those writers who are published and doing social media, how many of them are effectively branding their names so their name alone will become a bankable asset (versus taking the easy way and spamming everyone in sight)?

5%

Of those who self-publish, how many will keep writing more books and better books until they hit a tipping point for success? (versus beating marketing one book to death)

5%

Of writers who self-publish, how many will invest in professional editing and cover art?

5%

Thus, when we really put this dream under some scrutiny, it is shocking to see all the different legs we control.

We control:

Taking the Decision Seriously

Writing the Book

Editing the Book

Finishing the Book

Learning the Craft

Networking

Following Through

Not Giving Up in the Face of Rejection

Writing Books

Writing More Books

Yes, Writing Even MORE Books

Doing Everything in Our Power to Lay a Foundation for a Successful Career

I am not saying that finishing a book is easy. None of this is easy.

This job is a lot of hard work and sacrifice, which is exactly why most people will never be genuine competition. When we start out and see all the millions of other writers I think we are in danger of giving up or getting overwhelmed. Actually, if we focus on the decisions we control, our odds improve drastically.

This job is like one giant funnel. Toss in a few million people with a dream and only a handful will shake out at the end. Is it because fortune smiled on them? A few, yes. But, for most, the harder they worked, the “luckier” they got. They stuck it out and made the tough choices.

In the Sahara there is a particularly long stretch of desert that is completely flat. There are no distinguishing landmarks and it is very easy to get lost. To combat the problem, the French Foreign Legion placed large black oil drums every mile so that travelers could find their way across this massive expanse of wasteland one oil drum at a time.

Are we there yet?

Are we there yet?

 

Want to be a successful author?

Take it one oil drum at a time.

What are some oil drums you now see ahead? Does your journey to author success seem easier now? What makes you feel overwhelmed? What inspires you?

I love hearing from you!

To prove it and show my love, for the month of May, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. If you leave a comment, and link back to my blog, and mention my book We Are Not Alone in your blog…you get your name in the hat THREE times. What do you win? The unvarnished truth from yours truly.

I will pick a winner once a month and it will be a critique of the first 20 pages of your novelor your query letter, or your synopsis (5 pages or less).

And also, winners have a limited time to claim the prize, because what’s happening is there are actually quite a few people who never claim the critique, so I never know if the spam folder ate it or to look for it and then people miss out. I will also give my corporate e-mail to insure we connect and I will only have a week to return the 20 page edit.

At the end of May I will pick a winner for the monthly prize. Good luck!

, , , , , , ,

134 Comments

Follow

Get every new post delivered to your Inbox.

Join 34,744 other followers

%d bloggers like this: