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Last time, we discussed how different the novel might become – for writers and readers – if we start thinking in terms of writing for digital media instead of the printed page.

I’d be astonished in this didn’t result in a whole new way of entertaining people with stories eventually. Which way will it go? Some writers will surely work with creators of other digital content – artists, musicians, programmers – combining their creative skills. Another route will be writers who exploit technology to create a new kind of interactive experience with the reader. And then there will be the wordsmiths, people who still rely on old-fashioned tale-telling, but find ways to do it differently in digital form.

There’s also likely to be a much closer bond between writer and reader. As I wrote The Lebanese Troubles, I was privileged to work with a group of writers – some very experienced, some just beginning – at the author workshop site, The Next Big Writer. When we completed a chapter, we posted it for others to read and comment. Some reviewers acted as editors: they trapped errors and inconsistencies. Others read and left just a brief comment. But what I loved best of all was the group of fellow-writers who became emotionally involved in the story.

Emotional response became my litmus test. I wanted my readers to forget editing because they were having so much fun with the story. I wanted to know which characters they loved, liked or hated. I wanted to see if I could make them switch allegiances. When they guessed what might happen next, I wanted them to be wrong – but never to hear that the story was unbelievable. When I experimented with style, I wanted them not to notice. And I wanted the word to get around – that here was a story worth reading – to keep the readership steadily growing.

This incredible experience was like performing at a live event with the crowd’s support ringing in your ears. What you’re hearing is gut reaction. Applause for a great pass, a gasp as a character takes a (metaphorical) crunching tackle. Catcalls when you screw up. And pandemonium when there’s a touchdown.

Print writers never have any of that. They just get to read the match report the next day. Usually dispassionate, measured, analytical. I’m not saying that reviews aren’t important too, but when you’re a performer, you never forget the passion of the live audience.

But let’s remember this was a special circumstance. It wasn’t such a large crowd: we were playing behind closed doors at TNBW. Is it possible to maintain this rapport between readers and writer in the real world? Honestly? I don’t know – and won’t till I have a few more thousand readers. We certainly wouldn’t be able to use the TNBW way, where I responded to each individual reviewer.

But what we’re going to do – if you’re OK with this – is to try a live exercise now. In a moment I’m going to direct you to an extract from The Lebanese Troubles. It’s a scene where I’m deliberately experimenting with style, trying to take advantage of digital presentation and formatting. I’m not going to tell you any more than that now, but I will ask a few questions at the end of the extract, designed to get you thinking.

In the course of the next few days, I’d love you to post at the end of the extract any reactions or questions or complaints or criticisms you have. Anything that spurs you to write a few words. Let’s see how this develops into a conversation between readers and writer. And in about a week’s time, let’s take stock and consider what we’ve learnt – me included.

Are you ready for the jump. Here we go! (Or you can click on Writing Samples => The English Language Teacher.)

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Postbox

‘Postbox in Cambridge’
Not my bike – but it could be!

I’m hosting this post on behalf of Paul Story, author of Dreamwords,who came up with an excellent suggestion on the Kindle Community forum today. His idea is that a community of talented independent writers should seek out books which will ‘twin’ with their own. The twin would be in the same genre, might have a similar theme, would appeal to similar readers, and would maintain the same high standard.

There’s been considerable interest – follow this link if you’d like to see the whole discussion.

We’ve agreed that we now need to discuss the details off-line – so today, A Real Writer takes on a new role – it’s a gleaming, freshly painted postbox. If you’re interested in the idea or you’d like to learn more, just post a response to this post. I’ll then pick up your email address and forward it to Paul.

If you’re a regular reader, you’ll know that I’ve been an advocate of indie writers learning to hunt in packs for some time – and Paul’s idea has the virtue of simplicity.

There must be something in the air. Paul wasn’t the only one talking about collaboration today. I’ve been talking to Ali Cooper, author of The Girl On The Swing, who’s also keen to cross-review with other literary fiction writers.

What unites Paul, Ali and myself is that we’re all disenchanted with the constant beating of the self-promotion drum that seems to afflict indie writers. Yes, of course we all want to draw attention to ‘the best book you’ve ever read’. As a reader – a fan of indie books – commented on Paul’s thread today: ‘…a lot of writers shoot themselves in the foot when it comes to promotion.’ Better than self-promotion, we think, is building a strong community of talented writers, and reviewing the work of those we most admire. If we do so fairly, intelligently and professionally, this is surely an important step on the road to indie credibility and a wider readership.

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Over at the Kindle Boards site – where Kindle readers and writers exchange views – there’s been animated discussion in the last 24 hours about ‘How to get rid of the indie stigma?’.

Smashwords, Amazon (i.e. Kindle) and others have made it possible for writers to e-publish their books without the intervention of agents and publishers. Writers have responded with enthusiasm: Smashwords has published just over 10,000 books and half a million words to date, and they’re forecasting that the totals may double by the end of 2010. Readers too seem to have jumped onto the ebook bandwagon, particularly for budget books. In an illuminating article, mid-list author J.A. Konrath reports that he’s selling 180 $1.99 ebooks a day, and that although published research says that ebooks are only one-tenth of the total market for books, his ebook sales are keeping pace with his print sales.

But the problem is that if anyone can publish, then what happens to standards? Yes, inevitably there will be some great books self-published by great writers who might otherwise have been lost in the slush pile. But there will also be other books that should have been burnt before they even reached the slush stage. Who will protect the reader? And what if a reader comes across three appalling books in a row, and swears never to read an indie book again. There’s the stigma. If we ally ourselves with failure, might we not be labelled failures ourselves? Can anyone take our work seriously if it doesn’t have a proper publisher’s stamp of approval?

I saw the problem at first hand last night. I’d been telling an old friend about my novel – it turned out that he’d already bought it after spotting my LinkedIn announcement. He then wrote: ‘Have you ever come across XXXXX.com? Its a web-based bookshop site partially owned by a friend of mine – good ideas – but they need stuff that is already published – don’t know if it may offer a channel?’ Did you spot the stigma? He wasn’t meaning to be unkind, but because I’d released my novel as an ebook, he considered it still unpublished.

For a few seconds I was hurt. But not for long. Because this whole venture is not just about independence. It’s about innovation – about embracing innovation. And throughout history, innovators have always been treated with a wry smile, suspicion or outright hostility.

What happened when the printing press was invented? The Church felt threatened. Suddenly the world of knowledge and learning wasn’t their exclusive domain any more. Anyone could read books. There was a demand for Bibles in the native language for Heavens sake. Not in Latin, the language of the Church. Surely this was opening the floodgates too far – the democratization of learning was a threat to the status quo. Today they’d call it socialism – and we all know how dangerous that is, don’t we? The Church tried to get books banned – and burned printer/publishers at the stake. And we’re worried about a little stigma?

From that media revolution, the novel was born. And from today’s media revolution – electronic publishing – who knows? At the moment, we still think of the book like a printed book, and everyone’s trying to replicate the experience. For example, when we publish an ebook we include a static book-sized cover with the file. But when will someone realize that we don’t need to do that. Why does it need to be that size? Why does it need to be static – why not a sequence of images or a video, or like the Harry Potter’s photographs why can’t the characters on the cover be waving or chatting to each other? Stupid? Perhaps. But let me pose another question. Why does the book need to be a one-way experience, from writer to reader? Why can’t it be interactive, since e-publishing would easily allow that? And why oh why, has the iPad used the cheesy page-turning icon when you move from one page to the next? It would drive me mad … if they ever release the iPad here in the UK.

Who’s going to lead innovation? Not the traditional publishers, I’m almost sure of that. At a time when anyone familiar with the web knows the power of free and the impact of viral marketing, the big six are fighting to raise prices and are delaying their e-editions to protect the time-honored print model. Surely it makes sense to release the e-version first, make sure there is a market for a book, and then release the print version. Perhaps then they wouldn’t make losses on so much of their fiction list.

So I’m happy to live with condescension as I retain my freedom to experiment. But I’m not sure I’d go quite as far as Margaret Lake on Kindle Boards, who’s waiting, tongue in cheek, for the time when “we’ll be saying to authors with publishers and editors and agents and publicists … Couldn’t make it on your own, huh?” Retaining your independence doesn’t necessarily mean going it alone. There are advantages to hunting with the pack, as we’ll see next time.

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I’ve been testing out Scribd today – another social publishing site. Scribd (pronounced like ad-libbed) claims to be the ‘largest social publishing company in the world, the Website where tens of millions of people each month publish and discover original writings and documents.’ Plenty of competition for reader attention then – although not all the documents are creative writing, not by any means.

My short story, Waiting For Orders, has done pretty well. Look – here’s a display of most of the short stories posted today.

New short stories on Scribd

So what do you notice? Well, my short story has far and away the most ‘reads’. But what else do you notice? Yes, it’s the only one with a significant picture – and one that’s likely to excite curiosity, I’d say. It’s one of only two where the title stands out.

Now when readers decide to click on a book or document to read it, they first select a category, and they might select to see a list of the most popular (= most often opened) books, or the new ones, or those which are rising fast, have received the best reviews, or are featured on the site. They select from a set of thumbnails, just like those above. Let’s assume that the reader likes the category, or he wouldn’t be on this page. So it’s the jacket illustration and the title which are the key factors in generating reader interest, probably in that order. The number of pages is probably less significant, as long as the short story is not too long.

With a click readers are taken to a second introductory page, showing a snapshot of the author, category tags attached to the file, the first page again, and an introductory sentence. I had to cut away at my sentence until I got it down to the right length for the whole message to appear. I ended up with:

An apocalyptic satire – on science, religion, consumerism and … Wordsworth.

I’m pretty sure that’s entertaining enough to have dragged in a few more readers too.

Did readers like ‘Waiting For Orders‘ when they started reading? That I don’t know. I’m waiting for my first comments and reviews – but have received none yet. Perhaps that’s a sign nobody likes the story. All the number of ‘reads’ tells me is how many people actually opened the book, not how many of them finished it. Perhaps they only scanned a page or two. So I’m certainly not going to call this test a big success yet. I need evidence of reader engagement first.

But this certainly illustrates just how important first impressions are to draw the reader in. (Perhaps too that’s why it’s important to begin the story with a bang – we only get one chance to get the reader’s attention – and if our book fails to make an impact, there are plenty of others that will.)

Go check it out for yourself. Can you see the correlation between a strong vibrant front-cover design and the number of readers? Find another recent posting with a strong early readership, and take a look at the design. Why does it succeed? Which types of cover work best? How important is the title? And the one-sentence description?

Who would have thought that book design and the jacket were so important in an ebook – and with a short story?

And how far would you want to take this? Is there a case perhaps for including more illustrations in our novels and short stories – like the wonderful work of Tenniel for Lewis Carroll or Phiz for Charles Dickens in Victorian times. Perhaps the idea of multimedia novels is not so very new after all.


If you’d like to see how Scribd works, take a new look at Waiting for Orders here. Click on the ‘Short Stories’ tab at the top of the page and follow the link to the story. What you’re seeing is exactly how it feels to be a reader using Scribd. Try the full-screen version too, and presentation in book format rather than scroll format.

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Smashwords Header

The day didn’t start too well. I’ve been working hard on building my web presence, and for the last couple of days I’ve started to feel junked out. As soon as people begin to notice that you’re a serious web-dude, they all want to sell you something.

I’ve been following writers, agents, web experts on Twitter, and posting sensible, well-directed entries – just as all the experts advise – 3 or 4 times a day. But what do I get? Invitations to join Donald Trump selling Viagra to all my friends – any takers? (It might not be Viagra – but it’s some kind of health care thingy and I couldn’t be bothered to hang around and watch for details.) I know what several literary agents had for breakfast and how much fun they’re having with ‘the 4yo’ – I think that must be a brand-name for the latest model of child. I came close to signing up for Wealth for Teens but when I tried to enter my year of birth, it wasn’t in the drop-down list.

What I was really looking for from Twitter was some evidence that someone might have noticed my tweets on the short story I’ve published here on the blog, and had then come to join us here. There wasn’t one – not one.

I now have around 75 Twitter followers, more than my target for the month, but it’s certainly not an effective tool for me at the moment. There have been occasional gems, and far too much dross. But I’ll keep working on it, starting with eliminating the dross.

But hang in there. Today, just after noon I posted Waiting for Orders to Smashwords, probably the leading e-publishing site for independents. And the results have been FAR better than I expected. After 8 hours, just look at how many readers have downloaded the story – here’s my Smashwords dashboard around 8 hours after the original posting:

Smashwords Dashboard

45 new readers in 8 hours – that’s a lot. And since I haven’t mentioned Smashwords here until now, I assume that most of these will be new readers, not my blog-friends

Now to be fair, I’ve cheated. I’m giving away my short story for free. I’m sure the numbers would have been much lower if I’d set a price – which I’m at liberty to do with Smashwords. And I was particularly pleased with the cover design I managed to put together, and the introductory blurb. These first impressions are so important to just pull in your ‘customers’ in the first place. What do you think of the photo and the blurb in the left-hand panel? Would they have drawn you in.

Smashwords is extremely important to my strategy. I want to devote the whole next post to explaining why and how.

But in the meantime, if you like my story and you’d like to give me a little support, then here’s how. Head over to the Smashwords home page, and sign up – it’s free. Then Search for Alain Miles and you’ll see the title page for Waiting For Orders. If you download, you’ll be adding to the buzz. Better still, add the story to your library. And best of all write a couple of sentences as a Smashwords review – nothing extensive – and please don’t give too much away about the actual story.

Next you could start posting a few of your short stories on Smashwords too, to build your readership. We’ll talk about how to do that next time.

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I made a big decision a few days ago. I’d entered a short story, Waiting For Orders, for a competition. I was really pleased with the story, and the competition results were due to be announced any day. The top 10-15 stories would be published in an anthology, and I knew there were fewer than 100 entries. Reviewers were pretty positive. I had a reasonable chance.

But I pulled the story out of the competition. Why? Because with my evolving marketing plan, it just didn’t make sense to keep it there.

Of course, I might not have won through. When we enter our writing for any competition, it’s always a gamble. What if you just don’t connect with the judges? But let’s suppose my story had been selected. What would I have gained?

  1. Publication. A GOOD THING because:
    • I’ll like it. It proves that someone else thinks I can write. And it gives me something to brag about to agents and publishers later.
    • My friends will like it. They’ll tell me that now I’m featured in a proper book, I’m a proper writer.
    • My mother will like it – once she’s recovered from the shock of the swear-words, the heresy, and the unwarranted, unkind attack on poets in the story.
  2. Money. The winners will be paid $50 on acceptance, and there’s a chance there might be more later if the book does well. But I’d be surprised if any of the contributors ended up making more than $200.

I’m sorry. It’s not really a very convincing list. But I can think of lots of convincing disadvantages.

  1. If accepted, I would have to give up my rights to the story for 5 years – the length of the contract. I would have no right to publish anywhere else – whether in print or electronically. But I need this story in my portfolio.
  2. I would have no control over the publication date. I want to use the story now – but in the hands of a publisher, it’ll probably take at least another six months before it appears in print.
  3. I’d lose control over pricing. If I want to distribute the story free of charge in order to build my readership, I won’t be able to do so.
  4. I’d like to experiment with different publishing formats – including audio-shorts for the IPod. This story, with its distinctive ‘voice’, is a good candidate for audio treatment, but if accepted, this might have been difficult to negotiate.

My decision has allowed me to start using Waiting for Orders to build my readership right now – today. You’ll notice that I’ve added a new page for Short Stories to the blog, and if you open the page, you’ll see that I’m encouraging you – if you like the story – to share it with friends and to promote it by posting it to social-sharing services like Stumble Upon, where you can also review it.

If you have a blog and short stories ready to show the world, why don’t you join me to help to build your market too? It doesn’t matter whether you’re following the traditional agent/publisher route or, like me, are planning to publish electronically. In either case this should help us to build our readership. And if we let each other know what we’re releasing, then we can all indulge in some beneficial cross marketing.

There’s an important quality control rule though: none of us should recommend a story unless we believe it’s of the highest standard, and that our friends would be bound to enjoy it. If we don’t keep our standards high, our friends will think we’re spamming them when we share.

And if we notice that our stories aren’t being shared, that’s probably a sign that they are not making sufficient impact.

Note that my intention is not to sell stories at this stage. The time for that will come when people are consistently reading what I publish. As ever, I’m going to set a measurable objective. I aim to release a new short story at least once a month. Once I see that these releases are consistently being read by at least 100 people, then I’ll introduce a small charge for new stories … and we’ll then be able to study the impact of different pricing levels.

I’ve also posted a short Twitter message this evening: ‘An environment-unfriendly short story for your reading pleasure – http://www.arealwriter.com/short-stories/waiting-for-orders/’. Will this result in any new readers? I don’t know, but I need to test it – at present I have around 70 Twitter ‘followers’. Will this boost their numbers? Will it bring new people to the blog? I’ll be monitoring the results in Google Analytics very closely, watching to see the source of new readers. And then in coming days, I’ll also test-publish the story on various other writer sites, and check the response. I’ll take just one different site each day to make it easy to measure the results. If you’ve previously worked with any sites which e-publish short stories, I’d be interested to hear your experiences.

Finally, I’m aware that some of you still have entries in the competition I’ve opted out of. To all of you, the very best of luck. The decision I’ve made is right for me, but may be completely wrong for others. I read a lot of high quality submissions, and I’m sure the anthology will be great – I’ll certainly be reviewing and promoting it here when it’s published.

 

Related reading: Two time winner of the Faulkner Award for Fiction, John Edgar Wideman explains why he has decided to self-publish from now on: ‘I like the idea of being in charge. I have more control over what happens to my book. And I have more control over whom I reach.’

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In the next three posts I’ll be looking at reader engagement. This time I’ll look at how to measure engagement, and propose short-term targets in an Engagement Scoresheet. Next time, the topic will be how to build engagement. And in the third post, I’ll explain how I plan to convert engagement into sales.

To make a start, let’s see what Google Analytics can do for us in this 5-screen display.

 

Download (PDF, 77.45KB)

This display created with Google Docs and the WordPress plugin, Google Doc Embedder.
Another WordPress plugin, WP Google Analytics, helped me to connect the blog to Analytics in just a couple of minutes.




There’s much more that Google Analytics can do for you. For example you can find out which links have been clicked (although I can’t get this to play with WordPress at the moment); you can see how many times people have revisited; you can see which outbound links are the most popular. But which are the most important measurements for me?

Once again I need to go back to my objective. $18,000 net income per year is my target. Let’s suppose that my receipts are 50% of total sales revenues (and if I can improve on that percentage, that’ll be good). So I need to aim at $36,000 in sales revenue. That means I’ll have to find around 3000 engaged readers who are prepared to spend at least $12 a year on my creative output.

How do we define the number of engaged readers? I’m going to be measuring the number of people returning at least three times a week. I’ll be tracking also the number of visits per week where more than 3 pages were accessed, and where the time spent on site was more than 3 minutes.

I also want to measure how many people are actually reading the creative writing elements – at the moment how many people are reading the sample chapters of The Lebanese Troubles. And when they’ve started, do they continue? This after all, is the point of the whole marketing exercise. The key measurable here will be how many people have read at least 50% of the creative writing samples on the site – we’ll be aiming at 3000 by March 2011.

Am I expecting to get 3000 engaged readers for this site – A Real Writer? Absolutely not. I hope that fellow-writers will enjoy my experiments in literature, but I’ve identified other niche audiences for my work too – which I’ll talk about next time. I’ll be aiming for engagement with them too, but they’re unlikely to follow me here. There will be other sites, a Facebook fan page, Twitter – I’ll expand more on this as we go on. But for now, let’s look at a possible Engagement Scoresheet, laying down some fairly modest targets for the next 30 days.




Engagement Scoresheet

A monthly update, showing the results achieved to date and the targets for the next 30 days. (This display created with the Wordpress plugin, WP-Target Reloaded)
1st MarchTarget
31st March
Notes
BLOG Visits0600Fairly low expectations for Month 1 - Seeking min 150% increase per month for each of these targets.
Unique visitors050
People > 12 visits this month040
Visits > 3 minutes0200
Visits > 3 pages0200
Feed subscribers020As recorded by Feedburner
FACEBOOK friends3050Novel fan page planned for April.
TWITTER fans3360Tracking writer communities this month.
TWITTER mentions + questions020
No of Sales00First sales expected May
Net income- $60- $60Cost of website for 12 months

 



Nothing too ambitious for month 1, but if I want to achieve the targets, I’ll need to register month-of-month increases of at least 150%. How? That’s for next time.

Now tell me which other key measurements I’ve missed.


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In my first post I mentioned that my objective was not simply to see my name in print. What I want is:

To be a full-time creative writer engaging enough readers and generating enough income to support myself and my family.

In business, that would be called a mission statement.

I’ve chosen the words carefully. ‘A creative writer‘. That rules out taking on writing and research assignments for others. Plenty of writers do supplement their income like this, but it’s not for me: I know I’d lose focus and there wouldn’t be enough hours in the day for my creative work. That’s always been the problem – finding enough time to do the writing that really matters to me.

Engaging readers‘ is different from ‘winning fans’. We saw in the previous post that Josh Woodward has used the web to attract huge numbers of fans, but that doesn’t necessarily mean that he has huge sales. In the age of viral marketing, all of us are signing up, subscribing, following – it’s a fad. How many times this year have you signed up for a site? How many do you continue to follow? How often have you parted with money?

Engagement is converting brand recognition into brand loyalty. More important than the number of fans is the number of people who come back and read again, the amount of time they spend reading. And ultimately whether they’re willing to put their hand in their pocket for the work I sell. As Gary Stein explains in a recent post, the most effective interactive marketers are ‘forcefully evolving their engagement strategies away from a simple number of who-has-the-most-fans to something that actually has some value: what-do-my-fans-get-me?’

There’s much more to say about engagement; in my next post I’ll explain how I propose to build it, and how I’m going to measure it. But now I need to expand on my mission statement. It’s still too vague. The stated objective is to generate income to support my family. How much income – and in what timeframe? Without real numbers, there’s no way to evaluate success or, later, to judge whether the strategy needs adjustment.

What I’m doing here is to apply to myself the same rules I’ve been using in my professional career for the past few years. As a business consultant, I’ve helped businesses and individuals to define their objectives and then manage achievement. The golden rule is always to set up measurable targets. When individuals say they want a career-change, I ask them to write their resumé – as they want it to look in three years time. Then together we work out a route-map to get there, with clear milestones.

I’m not giving myself the luxury of a three-year plan. I know myself too well. When I dive into a project, I find it very difficult to focus on anything else – I’m not a multi-tasker. So if I’m going to get serious about writing, I need writing to support me within one year. Support – what does that mean in real money? Well let’s not get over-ambitious or write in too many luxuries. In fact, let’s depersonalize it, by setting as a target the equivalent of the UK minimum wage for a 40-hour week. That’s around $18,000 per year. Of course I’m not going to start earning right away. But by March 2011, I need to be earning a net income from writing averaging at least $1,500 per month.

If I was stacking shelves in a supermarket it would be a breeze. For a writer it’s not so easy. But by setting my objectives, I’m already sensing the shape of the plan.

  1. At this stage in my career I won’t be looking for an agent or a publisher. Even if by some stroke of good fortune I was signed up quickly, it would take months before a book appeared on the shelves. Any advance for an unknown first-time novelist would be relatively small – certainly lower than $18,000. Assuming I earned a 10% royalty on a $14.99 book, I’d have to be selling 1500 books a month to meet my target. That very rarely happens – not at the beginning of a career.

  2. E-publishing looks a better bet than self-publishing or print-on-demand. It’s faster – and I need to get started as soon as possible – less expensive, less risky, easier to distribute, and while a novel would be priced lower (typically around the $4.99 mark – anyone like to research this?), the royalty would be 70% or greater. This would leave me with only around 425 books to sell per month to reach my target.

  3. But even this sales target is high. There will need to be other sources of creative-writing income. So what might they be?

(Now it’s time for you to put your thinking caps on: let’s have some left-field thinking – can we learn anything from musicians, artists, business, politicians … did you hear today that Tony Blair is getting a £4.5 million advance from Harper Collins for his forthcoming autobiography?)

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Josh Woodward

I’d like to introduce you to someone I’ve never met, never spoken to, communicated with only once. Josh Woodward. That’s him on the left. Josh writes dark, sensitive songs which I love. Listen to Josephine and I hope you’ll see why.

How did I come across Josh’s work? Well there’s a website called Garageband, where unpublished musicians post their work, which is then reviewed anonymously by reviewers. I was keeping my writing skills sharp a couple of years back, writing music reviews, and that’s when I first heard Josh.

I liked what I heard, and wanted to find out more. I checked his profile page. What I found there was an enormous catalog of material – 150 songs, 7 CDs. Today many of Josh’s songs are flying high at the top of the Garageband acoustic charts. And there’s something else. If you want to download any of the songs, you can. For free! Alternatively, Josh offers the physical CDs and charges a flat $4 for shipping costs, but leaves it up to his fans to decide what they want to pay – there’s a minimum charge of $2 to cover the material costs.

Is this a good business model? I don’t know. I’ll see if I can persuade Josh to tell us whether his music is supporting him, or whether he does something else to earn his daily bread.

But one thing’s for sure. He’s certainly built up a large fan-base. Josh is all over the web. As well as his website, he has a presence on MySpace (40,000 plays), ILike (8400 fans), Facebook (1300 fans), YouTube (top songs have over 10,000 plays). Not forgetting Twitter, where he engages one-on-one with fans.

All this without a publisher. Which has other advantages. Josh retains control over what he records, when he releases it, and the price he charges for it. So, when the Haiti earthquake struck, Josh recorded and released a song ‘Motionless Land’, the same day, inviting listeners to send donations to Doctors Without Frontiers. OK, as he says himself, it was a rough cut, but on this occasion he wanted to respond immediately.

So what can we writers learn from this web pioneer? Well, most obviously, that it’s possible to build a career and a fan-base without an agent and a publisher (or in his case a manager and a record-label). Provided there is:

Commitment: The fan base didn’t grow overnight – I know that Josh has been working on this since at least 2005.

Continuity: Josh has been releasing new songs every few weeks, so that his fans never forget who he is. Now I’m planning to publish The Lebanese Troubles fairly soon, but I’m not likely to finish another novel for another year or so. So if my aim, like Josh’s, is to steadily build my audience and help readers to remember me, then why not publish a few short stories as well … and release them as he has, on the web? Perhaps in audio format too, for the IPod. I wonder if there’s a market?

Control: At this stage in my career I, like Josh, want to retain control of the entire publishing and pricing process. I want to be able to write a story and get it to my audience next week, not wait six months for it to appear. I want to be sure that pricing is set to encourage the maximum number of purchases. (Incidentally there’s a good deal of evidence to show that ebook sales are not necessarily stronger when the price is set very low – but that’s a discussion for another day.)

Coverage: Readers need to be able to find our work easily and see our names regularly. We need to be on all the main social networking sites, and be clear about what we are trying to achieve on each one (- again a topic for another post).

Communication: I’m incredibly impressed that with all these fans, Josh still manages to communicate with them personally. People who talk to him will feel they have a stake in his success. Twitter is a good choice as a communication channel. As the fan network grows, it keeps messages short – or we could find this overwhelming.

Creative Commons Licensing: We need to learn when it’s best to allow readers to copy, download and share our work. In publishing, there’s huge discussion at present about DRM – Digital Rights Management. Essentially this is all about publishers defending their traditional territory – ensuring that work cannot be copied and current pricing-levels are maintained. In the process of building my market, I want to be DRM-free.

Put it like this. If Josh Woodward hadn’t made his work shareable, I wouldn’t have been able to write this post – and he may not have been able to pick up a few more fans today.

 

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In the left-field

So I have an unpublished novel manuscript, a few short stories, and a handful of readers. How do I turn a handful into a hundred, a hundred into thousands?

I know it won’t be easy, because everyone tells me so. ‘Just think of all those great novels lying undiscovered on publishers’ slush-piles. Be prepared for dozens of rejections. Remember: the successful author is the last one standing.’

But wait! Haven’t I spent my whole career dreaming up impossible schemes, making plans out in left field? And then persuading people to share my enthusiasms and get involved, to love what I love. OK, maybe it hasn’t always been successful, but it’s always made me a living – and sometimes much better than that.

So, why can’t I apply what I know about marketing ideas and products to the world of books? What’s so different? After all, a reader is just another kind of consumer, and the task is always the same: to identify them, to reach them, and to delight them.

Left-field thinking means taking nothing for granted, leaving no assumption unchallenged. Right now I’m thinking about my objectives as a writer. Most writers I know seem to be focused on the difficulty of finding an agent, then a publisher. But in the world I come from, these would only be channels to the consumer. So would the bookstore. My training and instincts tell me to focus on the reader first, and then work backwards from there. If the channels are blocked, maybe there’s a better way to build a market.

Am I right? There’s only one way to find out. I need to do some test marketing. To plan a campaign and execute it out there in the real world. And I need a product to use as a crash-dummy. I have one. It’s called The Lebanese Troubles.

This blog will be a daily record of my left-field book-marketing adventure. I’ll explain my plans, research and thinking. I’ll also be publishing the detailed results of the experiment – the number of readers, the sales, the costs. If you’re following along, there will be opportunities to get involved as I suggest a few research topics. Warnings, dissenting views and cheering from the wings will also be appreciated as I try to make the journey from part-time wannabe to someone who makes a full-time living from creative writing – A Real Writer.

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