Dealing with Critics; or Why Don’t You Just Bite Me

Hey, folks, CLAWS 2 has been chewing up the competition the past few weeks. As with all things digital, this summer’s release has been an experiment in form. The content is pretty much the same: a standard suspense novel written with all the vim and vigor associated with a STACEY COCHRAN novel.

But the form is what’s different. For CLAWS 2, I decided to launch the novel as an eBook-only publication and forego a print edition of the book. Like I said, it’s an experiment!

I’m sure as hell no stranger to experimentation with form. I was the fourth novelist in the world to launch a podcast novel and to date remain one of the most downloaded independent podcast authors in the world.

I battled for Lulu.com back when it was only a URL and the publishing vision of billionaire Bob Young.

So it should be no surprise to anyone who has followed me over the years to see that I’ve taken to the new eBook medium with style and grace (not to mention sexy good looks). Amazon Kindle has leveled the playing field like no other venture in at least a half century. They’ve given the power to the people, and working class authors are making a living writing like they have not since at least the golden days of the pulps in the 1940s and 1950s.

What’s remarkable to me is just how many people are doing well. And just how many others seem eager to jump on the hate-wagon and spew their vitriol. Which leads me to the topic of today’s Jack Handy Online Book Review entry: The Two Types of Soulless Internet Douche Bags.

The Bogus Reviewer

Ah, the Bogus Reviewer. One of my favorite of the internet bullies. Mostly these depraved shitheads take the form of bogus Amazon “Reviewer” accounts that blast out a series of 1-star reviews without ever having purchased or read the books. This is the online book world’s version of a good old fashioned 1930s-style book burning.  These pathetic soulless douche bags clearly enjoy bullying and picking on creative types. They were probably the pricks who blew up fish with firecrackers when they were little and grew up to become hard-drinking, wife-beating, wife-cheating assholes who are so pathetic that now their greatest pleasure is in sitting in front of their computers and trying to bully authors online. Glad you could come to the party.

The Anonymous Blogger

Another form I’ve seen a lot is the “Anonymous” Blogger. These cowardly douche bags who clearly have no soul (or reason to live, it seems) go on people’s blogs and post “comments” under Anonymous handles to stir up shit. They are the shit-stirrers who like to criticize and berate blog proprietors and other visitors to websites. They seem to operate largely on the principle of shame. That is, they disagree with something someone has said or does, and so have taken it upon themselves to “shame” the blog proprietor into their Anonymous vision of what is right.

Lovely. Won’t you please pass the turkey.

The Bottom Line

Here’s the truth. Aspiring writers are a fragile bunch. I’ve met thousands of them over the years. And bullies like to pick on the weakest. That’s how they get their rocks off. I’ve met many a good author who was simply afraid to stick his/her neck out for fear of being shunned or somehow perceived as not being part of the writerly community. Hell, I’ve met a bunch of editors and literary agents who feel the same way. They have the same fears of what their peers will think. See more at: Group dynamics.

Everybody is afraid of not being accepted, of being rejected, of becoming the outcast, the pariah, the (wo)man with no land, no place to belong, no friends. Everybody is afraid of being alone.

Bullies like to isolate. They sniff out blood in the water. They find the younglings in the pack.

It’s not something I talk about a whole lot when I talk to aspiring writers. Mostly we talk about bullshit like how to get a literary agent, how to write query letters, how to “get accepted.”

One of the lessons that may be the hardest and yet most important to learn is not how to get accepted, though. It’s how to stand firm, stand strong, and keep the faith when no one is in your corner. Learn that lesson, my friends, and you’ll be the most powerful force on earth.

You’ll be complete.

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Direct-to-TV Downloads, Online Video Marketing, and Independent Film Production

Over the past twelve months, I’ve dedicated a lot of time and energy to eBook sales, marketing, interviews, and production. My sales numbers for the past year for CLAWS, THE COLORADO SEQUENCE and more recently for THE KIRIBATI TEST have been nothing short of a career breakthrough, and I’ve spoken at length about it previously.

Today I’d like to work through my thoughts on DIY video production and the rise of Direct-to-TV download movies and TV shows. I see parallels between eBook publishing and sales through Amazon Kindle, Apple iPad, and other eReading devices to what we’re on the cusp of with regards to video production, Direct-to-TV downloads, and independent film production. As a business model the two are similar because they give more direct access to consumers for the independent or self-published creators among us.

The traditional models of publishing and TV and Film all had a critical vetting process. Major publishers like Penguin Putnam, Simon & Schuster, Random House, etc., function in many ways like a major television studio or film studio — FOX, CBS, NBC, Paramount, Universal, HBO, etc. — as they act as the gatekeepers between the tens of thousands of aspiring writers (or producers) and readers (or viewers).

Essentially they hold shit up.

Of course they do a lot of valuable things beyond just holding shit up from financing, to distribution, to marketing.

But here’s my hunch, a similar disintegration of the traditional vetting process will soon be seen in TV and film to what we’ve seen over the past 2-3 years with eBook publishing.

When an indie film/TV producer is able to upload his or her TV show or film to an online database like NetFlix, Amazon, or TiVo, and when those distribution databases have direct access to people’s TVs in their homes, you’ve got a platform similar to Amazon Kindle in place but for television and film instead of books.

And people spend a hell of a lot more money on movie tickets and rentals each year than they do on books.

Because I’ve been developing a TV show for three years through community access programming I’ve learned a lot about video production and online video marketing. Most of our shows we put online on YouTube, and they’ve had a life of their own on the popular video sharing site. I don’t make any money doing this, though, and that’s okay. I’ve considered this a learning experience. And I’ve learned a lot.

But most recently, I’ve begun producing independent short films, and this is why my thinking has reached a critical point on this topic.

Now that I’ve produced a couple of films, I want to produce more and better films… films that will really entertain audiences. And for which audiences would pay money.

But how to distribute the films, how to market them, and how to reach an audience is very much where my thoughts have been focused of late.

A couple years ago I made a Direct-to-DVD movie that I published through CreateSpace.com and distribute through Amazon.com. The video has continued to sell every month for two years, and it’s intended for a very small niche audience and I’ve done nothing to market it. It doesn’t take a giant leap to imagine producing a much more entertaining movie intended for a broader audience and using many of the online marketing strategies I’ve learned through eBook sales and marketing to make it happen with a film online.

The key is knowing your audience, which I don’t right now. I’m not sure who has Direct-to-TV video download capability and what their interests are exactly. I have a much better sense of this with eBooks and Amazon Kindle.

I do know that over the past couple of days, my wife and I have been talking about changing our NetFlix account so that we are able to download movies directly to our television through our Nintendo Wii console. We regularly watch 3-4 movies per month through the traditional NetFlix system, whereby we queue a movie online, they mail us a DVD, we watch it, and then we send it back through the mail.

You better believe that if we were able to download these exact same movies straight to our TV instead of using the online queue and postal system, we certainly would.

Consumers want convenience, and they act on impulse in purchases (or rentals, as the case may be) if they have easy access to the products they want and the price is right.

My hunch is that tens of millions of TV viewers will be making the shift to Direct-to-TV download methods for renting and watching movies and special TV shows over the next 5-10 years, and when this number of viewers reaches a critical point, an independent producer could bypass the traditional routes to get his/her film or TV show to the masses.

My personal goals should be to use the platforms I do have to interview independent producers and filmmakers and folks in the tech world (bloggers, pundits, etc.) who are on the front edge of this new wave. It is going to be an exciting time.

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Stacey Cochran Books – Launch

Dear folks,

Today I am pleased to announce the successful launch of Stacey Cochran Books, an eBook publisher, with the publication of our first book Nancy Stolfo-Corti’s The Other Side of Tuscany. In its first two weeks of publication, Nancy’s memoir has sold over 100 copies via the Amazon Kindle store. Our goal is to reach at least 500 units sold in 2010.

You can help support Stacey Cochran Books by purchasing your electronic copy of The Other Side of Tuscany for only 99 cents here:

http://www.amazon.com/Other-Side-Tuscany-ebook/dp/B003AQBC1W

If you have not yet ventured into the world of reading eBooks, now may be a great time to explore the idea and give it a try. Nancy’s book is available on PCs (i.e., your home computer), iPhone, Blackberry mobile devices, and of course on the Amazon Kindle eReader device. To read an eBook on your home computer, you first need to download and install the free “Kindle for PC” application.

Of Particular Note to Writers

I am actively seeking other books for publication with Stacey Cochran Books. At this time, we are only publishing in eBook format, and I will only consider authors who have previously published or self-published a POD version of their books.

I want authors who already have a book in print format and have generated some reviews and want a publishing partner for the eBook version of their titles.

If you have a POD version of your book that has generated some positive reviews, please don’t hesitate to contact me. I’d love to take a look at what you’ve managed to accomplish so far.

Finally, I am working to set up a Blog Tour to promote Nancy’s memoir and to announce the launch of Stacey Cochran Books. If you would like to host me on your blog during the month of May, I would greatly appreciate it and look forward to hearing from you.

Thanks so much, everyone!

Stacey

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Online Book Review: eBook Publishing, Craft , and Book Marketing

Well, Stacey Cochran Books officially has its first author under contract, and so it’s time to announce our launch. Over the next twelve months I am going to be signing on a lot of new authors at the press, and I’m excited to see where the year leads me. I am especially interested in self-published authors who already have a POD version of their book available at Amazon with positive reviews.

A Word or Two about Stacey Cochran Books

We are an eBook publisher. I can afford a very modest advance for authors I want to work with, and I pay a 25% royalty rate on net profits of sales of eBooks. Royalty payments are made on a six-month basis. We currently distribute eBooks primarily through Amazon’s Kindle Store to: 1) Kindle eReaders, 2) iPhones, 3) BlackBerry, 4) personal home computers and laptops, and 5) other digital reading devices.

I think the business model will work because of our zero production cost budget. That is, it costs nothing to produce an eBook other than the time spent formatting and coding everything for upload. Thus I have no overhead, and once a book is selling (even just 100 copies) everything is profit.

I am actively seeking self-published authors. Particularly authors who are fluent in POD publishing through Lulu, CreateSpace, etc., and want a partner for the launch of their eBooks. In the next couple of months, I plan to be setting up a Blog Tour to announce the launch of the press and our first author(s) under contract. If you’ve got a blog and want to help out with the Blog Tour by hosting me for a day on your site, let me know.

A Word or Two about Craft…. and then Online Marketing

Over the years, I’ve done a lot of in-person bookstore and library events. Like somewhere between 300-400. And so I’ve met a lot of aspiring writers. Literally thousands. Additionally I’ve done a lot of podcast panel interviews and in-studio interviews and print interviews, and if there’s one topic that always comes up, it’s the question of how to market your book.

How to make people aware of your book? How to sell copies?

The biggest difference between an aspiring author who has never published and the gritty folks who are 2 or 3 books into their careers is the realization that book marketing may be the single most important aspect of the professional life of a writer aside from the writing itself.

I think the most important thing is to write the best novel. The mastery of craft (character, plot, setting, style, and theme) is totally within an author’s control. It sometimes takes a decade or more to truly master it, but it’s a skill like any other. If you’re 3 or 4 (or 10) novels into your career and haven’t hit the bestseller list, there’s a good chance that one (or more) of these craft issues (character, plot, setting, style, and theme) are not being fully realized.

Character may be the hardest to learn. Theme and style might be the most overlooked. But if you break down the stories we love — that is, the most successful stories of all time — they nail each of these five components to the wall.

If there’s another GrandMaster-class weakness I see repeated over and over in aspiring writers it is the attitude of “I already know all this. Tell me how to market my book.” The realization I’ve come to though is that people who respond this way don’t know it. They don’t truly, purely understand the five fundamental elements of craft.

I don’t know these elements well, and I’ve been writing make-believe stories since I was six years old. I can use the five elements as a tool to analyze other folks’ work (people like Dennis Lehane, Stephen King, John Steinbeck, Ernest Hemingway, Ron Rash, Cormac McCarthy, Shakespeare, etc.), and I’ve got a rather crude sense of how to put the five elements together on the page. But I’m far from mastering it.

And again, I’ve been writing fictional stories in one form or another for pretty much my entire life.

The single greatest service you can do for yourself for your writing career is to master the elements of craft: character, plot, setting, style, and theme. The trouble with character is that it can’t be faked. There is no shortcut. It must come from honest hard work and from life experience. It comes from an understanding of what we value in one another as human beings, and the ability to realize those very values in your own life first… and then be able to put them into words.

And that is why it’s so hard.

All this talk about Book Marketing is merely calisthenics. It’s exercise to help shape your mind. That said, it’s an important part of your writing routine. But it should never come to dominate craft. If it does, your craft will suffer. Your writing will be weaker than it can be, and you will struggle to find your audience with your work.

So, keeping that in mind, here’s what I’ve learned about Book Marketing

1) What sells a book better than anything else is an exhibition of mastery of the elements of craft (see above).

2) Cover Design. It is the first glimpse readers have of your work. And like a kickass TV commercial, it should be memorable.

3) Price Point. If your book is priced too high, readers will not buy it. Book pricing is a skill that must be learned by trial and error.

4) Book Description. Just as good haiku is a skill, the ability to condense an 80,000-word novel into a 50-word description that makes a reader want to read more is a valueable skill. You can learn this skill by reading hundreds of other book descriptions (in a variety of genres) and mimicking the form with your own work.

5) Positive reviews. Once you get about ten positive reviews on Amazon.com, for instance, that alone makes people want to give your book a look. Start by soliciting reviews from folks you know and trust. Maybe even giving away copies in exchange for reviews. Major publishers do this for practically every author they publish. Why shouldn’t you?

6) Word-of-Mouth. In 2010, a savvy internet-enlightened author can very inexpensively create word of mouth. How?

  • Start with a website or blog, and have something interesting (or worth listening to) to say.
  • Invest yourself in online communities. Again, Amazon has such a strong and robust community of bloggers, readers, fans, enthusiasts, these are the folks worth reading and understanding. Interview them and make friends. Invest yourself in learning from what your peers have to say.
  • Once you know an online community well, consider launching a Blog Tour

A Word or Two about a Blog Tour

A Blog Tour is a pre-arranged set of dates that you, as an author, establish with other bloggers. You could easily be doing this year-round, but you might start by shooting for 4-8 weeks. Something manageable and achievable.

To set up a blog tour, contact blog owners and ask if you can visit their blog on a specific date with a blog post on a clear topic for a clear purpose. If the blog owner says “Yes,” then you’re in. Your goal is to get at least 30 blog owners to say “Yes,” and then to deliver on your tour by actually sending these folks your content.

For “content” you could write about your book, your writing process, book marketing, craft, theories on book reviews, or whatever you like provided you clear it with the blog owner first. Your guest blog post topic should be something to which the blog’s regular readership will respond positively.

Again, you’ve got to study this stuff. Learn it. Invest yourself.

In Conclusion

I would like to conclude with an interview I did with New York Times bestselling crime fiction author Robert Crais a few weeks ago. Bob was kind enough to answer my questions on my TV show The Artist’s Craft.

Anybody could do a TV show like this. It just takes time to learn how. It costs nothing but time, and each of us are granted (blessed/cursed) with exactly that on this earth. Time.

I’ve turned a little community access TV show into a Master Class for fiction and have interviewed numerous NYT bestselling authors: Michael Connelly, Lee Child, Jeffery Deaver, John Hart, Margaret Maron, JA Jance, Mary Kay Andrews, Jill McCorkle, Bart Ehrman, etc. On March 26, I’ll be interviewing Harlan Coben.

I learn a tremendous amount personally by doing these interviews. Things like how to be on camera, how develop multi-media skills, how to work with major publicists at the biggest publishers in the world, how each of these writers’ careers came together, what they value, how they write, etc.

But most importantly I do it out of a sense of community service; a genuine belief (delusion perhaps?) that I’m helping to invigorate a discussion about the Literary Arts in our community. This belief has been the driving force for the show for three years and some 60 episodes.

The thing that stands out to me about the Robert Crais interview is the long path he took to become a novelist and the bold path he took in his early twenties to get into TV writing. I was especially interested in his fundamental motivations to become a writer in the first place.

I learned a lot.

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Amazon Macmillan eBook Pricing Disagreement: Part 2

Late yesterday afternoon, Amazon capitulated to Macmillan’s pricing terms that allow Macmillan to set the retail price for eBooks at Amazon. Under the terms of the new deal, Macmillan can set whatever price they like, and Amazon will take 30% of that price and Macmillan will take 70%.

The following is Amazon’s Official Statement, as released on the Amazon Discussion Forum:

The Amazon Kindle team says:

Dear Customers:

Macmillan, one of the “big six” publishers, has clearly communicated to us that, regardless of our viewpoint, they are committed to switching to an agency model and charging $12.99 to $14.99 for e-book versions of bestsellers and most hardcover releases.

We have expressed our strong disagreement and the seriousness of our disagreement by temporarily ceasing the sale of all Macmillan titles. We want you to know that ultimately, however, we will have to capitulate and accept Macmillan’s terms because Macmillan has a monopoly over their own titles, and we will want to offer them to you even at prices we believe are needlessly high for e-books. Amazon customers will at that point decide for themselves whether they believe it’s reasonable to pay $14.99 for a bestselling e-book. We don’t believe that all of the major publishers will take the same route as Macmillan. And we know for sure that many independent presses and self-published authors will see this as an opportunity to provide attractively priced e-books as an alternative.

Kindle is a business for Amazon, and it is also a mission. We never expected it to be easy!

Thank you for being a customer.

To read Macmillan’s Official Statement, see CEO John Sargent’s Advertisement in Publisher’s Lunch.

As I mentioned in my blog post yesterday, the Consumer Goods Pricing Act of 1975 repealed the Miller-Tydings Act which supported by law MSRP. The Consumer Goods Pricing Act established that manufacturers may suggest a retail price, but those suggestions are not enforceable by law. In other words, current law supports the retailer, not the manufacturer, in a disagreement regarding the retail price of a product.

So if Amazon’s position is supported by law, why would they agree to Macmillan’s terms?

Obviously, the risk of alienating publishers was not worth the benefit of offering lower prices to its customers. Amazon’s relationship with major publishers (Macmillan, Penguin Putnam, Hachette, Harper, Simon & Schuster, and Random House) is a delicate balance, and if Amazon takes a position that suggests they don’t need publishers their company would suffer (perhaps critically).

Macmillan’s negotiation in this weekend’s disagreement seems the more rational to me. In contrast, I detect a note of (unintentional) sarcasm in Amazon’s use of quotation marks around the “big six” publishers. Amazon’s use of adverbs “ultimately” and “needlessly” suggest an insincere tone and coupled with the assertion that “Macmillan has a monopoly” (this from a company that owns a 90% corner of all eBook sales worldwide), weakens Amazon’s credibility in this argument.

Amazon comes across as having made an overblown response to what was essentially an ordinary business negotiation.

That said, Amazon has shown that it won’t hesitate to pull an entire publisher’s catalogue from its shelves, which will set a tone for how other major publishers negotiate eBook pricing and contracts in the future.

At the end of the day, Macmillan has won this battle. But you’ve got to believe that a seed of grudge has been planted in Amazon’s fertile soil, and Amazon has now shown that they won’t hesitate to uproot and remove a plant altogether.

So what are your thoughts on who came out of this disagreement in a better position?

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Amazon Macmillan eBook Pricing Disagreement

Unless you’ve been living under a rock the past few days, you’ve probably heard the news that Amazon.com has removed all Macmillan titles from its website. The removal follows a disagreement Macmillan and Amazon had over pricing of eBooks. Macmillan wanted to set its eBook prices as high as $14.99, which is directly at odds with Amazon’s recent push to ensure all eBook prices stay under $9.99.

I am currently under contract (my first book contract) with Macmillan.

I have also exploded onto the scene this past year as an eBook author on Amazon Kindle.

So who’s right, Amazon or Macmillan?

In the United States, we have a long history with Fair Trade Statutes and anti-trust law.

During the Great Depression, the U.S. Supreme court adjudicated that manufacturers had the right (supported by law) to set suggested retail prices. A MSRP, or manufacturers suggested retail price, is a common practice in the U.S. to this day. The Supreme Court decision was based on arguments intended to protect small businesses from large chain stores who could afford to undersell them.

The net result was unpopular to consumers at the time because it caused prices to go higher. On the other hand, you could argue that it contributed to pulling the U.S. out of the Great Depression because it offered a level playing field to small businesses.

Ironically, we find ourselves in a similar situation today. We’re in an economic recession, and consumers are pinching pennies everywhere they can. Amazon Kindle titles offer readers an affordable way to escape the stresses of the day. And so the idea to Amazon customers that Macmillan wants to raise eBook prices is abhorrent.

In the short term, Amazon looks to be the customers’ friend because they’re fighting for lower prices.

In the long term, Amazon will destroy competition — namely by driving out of business other bookstores in communities around the country — and so may do more harm than good to overall economic health.

As an author, trying to decide how to play all this out politically will be a challenge. In the short term, I’ll continue to promote my eBooks on Kindle and build brand awareness and a readership in their community. Fortunately I have enough novels (unaccepted by major publishers) completed in manuscript format to do so for years to come.

Should this conflict intensify and other major publishers follow in Macmillan’s footsteps, the independent authors are going to be the ones who benefit. Folks like me who are selling well self-publishing on Kindle are going to find a receptive audience and less competition from authors published at major houses.

Additionally, my contract with Macmillan is through their textbook division, and textbooks haven’t been hit by the eBook phenomenon the way that trade fiction and non-fiction has. In fact, Macmillan’s textbook division could end up supporting the company all the more as trade divisions struggle to find their footing in the new publishing landscape. Textbooks sales are much more stable and rely on a traditional distribution model that is supported by university bookstores, the need for student note-taking and highlighting of physical texts, and frequent edition updates.

MSRP Today

After World War II laws that supported Manufacturers Suggested Retail Pricing fell out of favor and were finally repealed by congress in 1975. (see Consumer Goods Pricing Act of 1975 repeal of Miller-Tydings Act)

So from a legal point of view, Macmillan would have a difficult time effectively making the case to raise eBook prices. That said, we may very well see this reach a legal head in the next few years because Amazon’s eBook business model is diametrically opposed to the traditional model of major publishing.

As eBook sales continue to bully their way into consumers’ hearts and minds, traditional publishing is going to find its model unsustainable. One of the strengths of major publishing is its distribution network; the ability to get books, magazines, newspapers, etc., into stores and consumers’ hands.

The reality is that model is becoming less and less relevant in an age where technology more efficiently disseminates content like books, magazines, and news(papers) to consumers.

If I was forced to place a bet on who’s going to come out of this battle triumphant, I’d be hard-pressed to wager against Amazon and its track record the past fifteen years.

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70% Royalty Rate Amazon Kindle

Hey folks,

The numbers are in. For the three weeks in December that my novella collection THE KIRIBATI TEST was available for free in the Amazon Kindle store, I received a whopping 14,000 downloads. As a result, the book shot to #6 overall in the Amazon Kindle store and received the highest visibility for a book of mine that I’ve had to date. Three film production companies contacted me about film and TV rights, and an agent from Creative Artists Agency did the same. All unsolicited.

Fast-forward to the news release yesterday from Amazon regarding their new 70% royalty rate option for Kindle authors and publishers, and you can understand why this is not only the hottest market in publishing… but is also the hottest market in the entire entertainment industry.

The 70% royalty rate for Kindle authors and publishers is an absolute missile to the bow of traditional “dead tree” publishing, which has reached a breaking point this past year regarding hardcover costs and ROI. As hardcover retail costs creep ever closer to 30 dollars per book for customers, this new 70% royalty rate will be the tipping point for many authors and publishers.

The Quick Math
The average author’s take on a $25.00 hard cover is about ten percent or $2.50

That same author could price his/her book on Kindle for $2.99 and take home $2.09

Would you spend 25-30 dollars for the same book you can read for 3 dollars?

More Fun with Numbers
Consider for a moment the scenario that if my book THE KIRIBATI TEST had 14,000 downloads in a month at a price of 2.99 and my take was $2.09 per download…

The result would be $29,260. And that’s just in one month.


The Future Never Looked Brighter

A 70% royalty rate on Kindle will enable major publishers to lower their eBook retail cost to a price that, I predict, will be a tipping point for many consumers. Publishers have struggled to settle on an eBook price point in 2009, but the standard for NYT bestselling authors at the end of the year seems pretty stable at $9.99 for new releases.

If the standard by the end of 2010 comes down to $4.99 or $5.99, you’ve got to think that’s going to drive a lot of book readers to Kindle. A 70% Kindle royalty rate will enable publishers to do just that.

Stacey

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Online Book Review: Online Books and More for 2010

Dear Online Book Review Readers,

Thanks so much for visiting the Online Book Review. Much to talk about today.

For the past ten minutes, I’ve been looking over an Excel spreadsheet with my total eBook sales for 2009. The sales are broken down on a month-to-month basis and so you can see how a book did in any given month.

Two things to mention before revealing the raw numbers: 1) These sales reflect only two eBooks (The Colorado Sequence and CLAWS) as sold via downloads on Amazon’s Kindle store. 2) These sales took place mostly in the second half of the year, as I did not have the books available in Amazon’s Kindle store until late May.

Nonetheless here are the sales totals from late May through December 2009:

THE COLORADO SEQUENCE: 2,887 downloads sold

CLAWS: 1,696

Total units sold via Amazon’s Kindle store: 4,583

The majority of these sales were at a download price of $1.00, of which I earn 35% (or 35 cents) royalty. Thus my total earnings during the 7-month period that these books were available was about $1,600.00 (U.S.)

Worth mentioning, the bulk of these sales took place during the months of June and July (i.e., The Colorado Sequence sold 1,743 units and CLAWS 906 units) with sales scaling back to an average of 166.8/month for The Colorado Sequence and 105/month for CLAWS for August-December.

Also worth noting, the monthly sales averages for August-December have remained steady with no single month deviating more than 25 units from the total average for this period.

Amber Page and The Kiribati Test

In the month of October, I released a novel Amber Page as an eBook in Amazon’s Kindle store, but I did little to promote it and I priced the book at $1.99. Sales have been poor, totaling less than a hundred units sold for the three months. This may be a result of over-saturation with CLAWS and The Colorado Sequence, lack of a marketing push, a higher price, and the genre of the book (Amber Page is intended for a Young Adult audience). In December, I lowered the price to 99 cents, but saw only modest (i.e., statistically insignificant) increase in sales.

In the month of December, I released a short story collection (two novellas and one long short story) THE KIRIBATI TEST as a free download in Amazon’s Kindle store. I did more to promote it, mentioning the release on the Kindle discussion forum during the two weeks leading up to Christmas. THE KIRIBATI TEST reached #6 overall in Amazon’s Kindle store and has remained in the top 100 overall, as well as leading genre bestseller categories.

It should be noted that when priced at one cent, The Kiribati Test reached only as high #130 overall. The push into the highest ranks came only when the book was completely free to download.

I don’t have the raw numbers yet regarding exactly how many downloads we’ve had as a result of this, but will update as soon as I do.

The positive gains for reaching this high in overall ranking are difficult to quantify (i.e, I’m making no direct money from this, as the book is free to download). I have noticed the book becoming somewhat “viral” inasmuch as it has started showing up on several user-generated “lists” on Amazon, and reviews have been strong (9 reviews in three weeks, increased “helpful” vote activity for reviews, etc.)

The download numbers may be the best measure for assessment, but other gains should not be ruled out.

What Does All This Mean?

Probably the most important thing is the in-depth learning I’m gaining and that I am fine-tuning marketing strategies that directly impact books sold in the expanding eBook market. These are lessons that’ll serve me well in 2010 and beyond.

At the same time, I am building brand recognition. As Amazon is the leading book retailer in the world, this is a good platform (or base) to spread publishing brand awareness. The seeds for growth have germinated and are sprouting, and the potential to reach a global market via Amazon is worth realization.

The name of the game in publishing is steady growth. What I’ve learned over the past five or six years is that you build from one plateau to the next. Book sales may reach stasis for a while (4-5 months) and then some breakthrough will result in explosive gains, which eventually taper back to a level higher than the previous plateau.

Slow and steady wins the race.

Goals for 2010

I still have not entered into a book contract for my fiction with a major publisher. This remains a perennial goal. That said, it’s important that growth continues at a steady pace and, if I enter into a publishing contract with a major publisher for my fiction, that I will be able to easily and fluidly make a profit for the publisher.

Brand recognition and word-of-mouth are essential tools to make a profit for a publisher.

In 2010, I will be launching STACEY COCHRAN BOOKS, an eBook publisher. I am working on finalizing a standard contract to use with authors and have two authors on tap to work with in the coming two months.

I would like to continue my growth in video production, which I see as essential in a broader media portfolio. This will take the form of continued interviews with authors and publishing professionals available over the internet and continued LIVE video webcasting via Book Chatter.

I also need to fulfill the obligation of my contract with Macmillan’s Bedford/St. Martin’s Press. I am looking at the next round of advance payment if I can finish my chapter on the Social Sciences.

I would like to continue to expand the Write to Publish Writers’ Organization, for which I serve as organizer. We count as members close to 1,500 people in North Carolina and are one of the most active writers’ organizations in the Southeastern United States.  I need to continue to develop a framework for growth based on community-oriented Creative Writing events in local bookstores and libraries around the region.

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Online Book Review: Stacia Decker Interview

Hey, folks,

Thanks so much for visiting the Online Book Review. I am thrilled to bring you an interview today with literary agent Stacia Decker. A former editor at Harcourt and Otto Penzler Books, Stacia began her career at Farrar, Straus & Giroux after earning an MFA in nonfiction writing at Columbia University. She represents mystery, suspense, noir, and crime fiction and is looking for a strong voice, dark humor, fast-paced plotting, and unpredictable violence. Stacia joined the  Donald Maass Literary Agency in 2009.

Welcome, Stacia, and thanks so much for speaking with us. And thank you, everyone else, for joining us today! Enjoy the interview.

–Stacey Cochran

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Photobucket

STACIA DECKER

Photo by Kirk Decker, Decker’s Photography

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ONLINE BOOK REVIEW: How did you first get started in publishing? When did you know you wanted to be a literary agent?

STACIA DECKER: I started as an unpaid intern at Farrar, Straus & Giroux while I was working on my MFA thesis. When, as an editor, I was laid off in the Houghton Mifflin Harcourt merger, I started considering agenting as an opportunity to work with the authors I really believed in.

ONLINE BOOK REVIEW: When you look back at your time at Harcourt and Otto Penzler Books, what did you learn about the business?

STACIA DECKER: I learned a lot about the bookmaking and selling process from direct interaction with the sales, marketing, publicity, and production teams, and I learned a lot about book packaging from working with paperback and reprint titles. Of course I also learned about the acquisition process, which is helpful knowledge to have as an agent.

Seeing a relatively small editorial team in action, I came to some of my own conclusions about the importance of a clear editorial mandate and the thoughtful presentation of a cohesive list. As an agent, I think of my client list in some of the same ways I would an imprint—while there’s breadth, my list is governed by my tastes and, as such, has a distinct character.

Working with Otto Penzler on his imprint, I also learned how welcoming and supportive the mystery community is. That’s one of the reasons I now concentrate on mystery and crime fiction and have tried to build a client list in which my authors feel as supported by their fellow clients as by me and the Maass agency.

ONLINE BOOK REVIEW: You represent some outstanding crime fiction writers like Allan Guthrie, Seth Harwood, Jeff Shelby, and Scott Wolven. What is it about the harder aspects of life that appeals to you?

STACIA DECKER: Some of this is basic escapism. Crime fiction takes readers behind the scenes into illicit trades or worlds that most of us don’t experience in daily life and allows us to play out our fantasies and fears. The world, as it’s represented to us in the news and elsewhere, is a threatening, chaotic place, and our lives can be filled with mundane anxiety. Crime fiction provides a more visceral, exciting—and yet remote—scenario to worry about and convinces us we could, at the least, survive. It lets us live vicariously through a worldview that is often tougher, savvier, or more comfortable with handguns.

Mystery fiction has traditionally been a moral genre, one that reassures us by reinforcing social norms and restoring order in the end. That said, I’m more interested in stories that blur distinctions between right and wrong, good and bad, and make the reader complicit in some bad actions and questionable decision making. These characters force us into a more nuanced contemplation of morality. They exercise our empathy and call into question our own moral judgment. And they are—to me, I suppose—a more realistic form of wish-fulfillment, one in which we get to break the rules while still struggling against fundamental constraints.

I’m not particularly interested in characters that are extraordinarily smart, attractive, accomplished, fit, and talented in the kitchen, or in scenarios in which our hero has access to all the latest secret agent hardware or the ability to fly off into a new life at a moment’s notice. I’m more interested in a flawed, recognizably human protagonist dealing with the limits of his place within society, within his family, and so on. The working-class tragedy gives us a window onto how an awful lot of us live, and allows us to ask how we would—given the constraints of our real lives—react ourselves.  I’m also interested in the vulnerability and complications of the male identity, and that’s a subject that plays out in so many ways in crime fiction.

ONLINE BOOK REVIEW: Describe how the job at Donald Maass Literary Agency came about.

STACIA DECKER: My first position as an agent was with Firebrand Literary. When Firebrand closed shop a few months after I joined the agency, I had to go out on my own or find a new home. I had quite a few clients I wanted to protect, and I was only interested in joining an agency with a great reputation, established foreign subagents, and a real love of genre. I’d worked with the Maass agency through Otto Penzler Books, and I called Don to ask his advice and we started talking. Needless to say, my authors were thrilled when I announced we had a new home with Don.  I cannot say enough about Don’s editorial insight, ethical judgment, and professionalism and how much I enjoy working at DMLA.

ONLINE BOOK REVIEW: You’ve done some damn fine writing yourself. How do you compare advocating for someone else’s work in contrast to your own?

STACIA DECKER: Just as it’s easier to edit someone else’s work, advocating for someone else’s work is much easier. I can unabashedly believe that my client is a genius and tell anyone who’ll listen. A good writer doesn’t believe he’s a genius and, if he does, he shouldn’t say so.

Authors also aren’t necessarily in the position to understand how best to present or pitch or package their book. Maybe they’re not objective about how their prose will be cast (literary vs. faux literary, for example), or which comparison titles will sell the book to bookstore category buyers, or why it’s better to appeal to a distinct genre audience than to cross categories. They’re most likely not aware of what specific information or presentation or argument a certain editor or imprint or bookstore needs to put a book on their list and sell to their markets. For this type of advocacy, authors need agents.

ONLINE BOOK REVIEW: How would you characterize the purchasing atmosphere for crime fiction at the start of 2010?

STACIA DECKER: There are good crime editors and good mystery imprints out there, but acquisitions are hard. We’re in a blockbuster era in which editors have a harder time finding money and slots to grow authors, which is how many of today’s bestsellers got their starts.

ONLINE BOOK REVIEW: What kinds of things lead to a breakout bestselling author? What separates the midlist author from the NYT bestselling author? And is there any pattern or behavioral traits that you’ve noticed that drive an author from being okay selling to being great selling?

STACIA DECKER: If only we knew. There are many more books bought with the hopes—or expectations—that they become bestsellers than actual bestsellers.

One theory is that books sell when they reach a certain cultural saturation point—through name recognition or media coverage, for instance—at which consumers feel they have to buy them. That’s hard to arrange. And while some current bestsellers slowly built series success and name recognition to the point that they’re now a must-buy, that’s become less of an option for authors as houses become more reluctant to keep publishing a series through those building years.

Another theory—at least for why books don’t break through—is that they don’t provide a certain comfort zone for readers. For instance, an author who gives her discouraged, overworked protagonist a (perhaps realistically) disrupted, dysfunctional home life might see her work deemed too dark. Readers have not been reassured by her worldview that there is ultimately order and satisfaction in life for good people.

In retrospect, we can look at a breakout series and see a great—culturally relevant—premise and a reader-friendly approach or prose that seems to cinch it. But that a premise will be culturally relevant at a certain point? That’s much easier to see in retrospect than in advance.

ONLINE BOOK REVIEW: How important is perseverance in our business?

STACIA DECKER: Some part of you has to just not know how to do anything else—at least that’s the reason everyone I know gives for sticking with this business even as they bemoan their fate. The publishing industry doesn’t make it easy for anyone, and there’s not necessarily a conventional payoff to sticking with it. You have to just not be able to help yourself.

ONLINE BOOK REVIEW: If you had to make an educated guess about what will be hot in 2010, what do you suspect might be big that we haven’t already seen?

STACIA DECKER: Ferrets? Really, who knows. I’m not much of a trend-chaser; I just work with what I love. In the crime fiction world, I’m seeing a resurgence of country noir, with meth labs and dog fighting being popular themes—I’d be happy if that hit big.

ONLINE BOOK REVIEW: What do you love most about being a literary agent?

STACIA DECKER: The ability to work, both on an editorial level and in a career-building capacity, with the authors I believe in.

ONLINE BOOK REVIEW: What drives you up the wall?

STACIA DECKER: Run of the mill unprofessionalism pushes my buttons. But in general I think people are trying their best.

ONLINE BOOK REVIEW: How do you sign on new authors? Does the entire agency have to support it?

STACIA DECKER: I conduct the due diligence I feel necessary—a phone conversation, maybe some revision—and Don takes the advise and consent role.

It’s a collaborative environment, and in discussing projects with colleagues I often get valuable feedback and great suggestions about pitching and positioning clients’ work, but we operate with a baseline respect for one another’s tastes.

ONLINE BOOK REVIEW: When selling a debut author’s book, how do you weigh building a career for him/her with the desire to get a very large advance?

STACIA DECKER: I’m in it for the author’s career and, while I wouldn’t advise an author to reject a large advance without other options, I might advise an author to take a lower advance from a house I thought would better publish the author. Some books are better suited to a particular format or would be a better fit on a certain list; likewise, houses are known for different strengths and varying levels of stability. And, as we’ve seen, an author is often better off earning out a smaller advance and being thought of as a good investment than failing to earn out a large advance and being termed a disappointment. I’m going to consider seriously any house that offers a small advance but offsets it with genuine, on-going enthusiasm and a savvy publishing model.

ONLINE BOOK REVIEW: How important is the follow-up book, and how do you work with your authors in building their careers? What kinds of things can an agent do to ensure that it grows?

STACIA DECKER: An agent is first helping a client think about what his career goals are. Then the agent considers what the right first book is given these goals. For instance, an unpublished client can only be a debut author—with a clean sales track and his headshot in the publishing house’s debut author pamphlet—once. So an author who doesn’t want to sneak onto the publishing scene may agree to put aside a completed short story collection, which will find less enthusiasm in the marketplace, in favor of offering a novel as his debut property.

In order to set up the follow-up book’s success, the agent is first trying to find the right house for the author in placing the first book. Ideally, that means a publisher that believes in the author’s career, publishes the first book well, and maybe even commits to the second book from the start.

But publishers are increasingly less likely to make those kinds of commitments. Often this means, when it comes time for the follow-up book, the agent is both pushing for that commitment from the house and advising the author on his options given the realities of his situation and his goals. Those options are not always ideal.

The follow-up book needs to sell better than the first one. And that’s hard if the first one didn’t meet expectations. Increasingly, publishers and booksellers have already made up their minds at that point, and smaller marketing budgets or orders for the follow-up don’t typically help its sales.

Thus, an agent can’t always ensure that sales grow or that a client’s career grows in the manner he’d first envisioned. But the agent can help the author make his strongest case for the publisher’s, booksellers’, and readers’ continued support. An author wants each book to be better than the last, and this means not only taking lessons in craft from the writing of the first book but also looking at plotting and themes to find ways to expand the scope—to make the book bigger. A good agent pushes the author to think about these issues and look for these opportunities in his writing. It’s an unpredictable business, but the agent is the author’s partner in making each book as good as it could be and better than the last.

ONLINE BOOK REVIEW: What are you looking for in a piece of writing?

STACIA DECKER: I like a strong, distinct voice, tight prose, fast pacing, and dark humor. I’m looking for a big hook at the start and a plot that develops quickly with a minimum of exposition. I want to hear that narrative voice talking to me from line one, putting me in someone else’s head. Deft characterization that captures the nuances of social interaction and dialogue usually charms me. I’m partial to realistic but subtle specificity about occupations and other areas of expertise.

ONLINE BOOK REVIEW: How long does it take to know?

STACIA DECKER: Not long. As with anything, the best and the worst are easiest to tell. Sloppy, clichéd, or mundane prose is pretty clear from the start, just as is a sharp, funny voice or a surprising opening premise.

A work that leaves me on the fence at the start will make up my mind for me by twenty to thirty pages in. That might not sound fair, but I’m going to end up living and breathing any novel I take on, so I have to really love it. It doesn’t take long to know whether I feel passionately about a character or would want to reread a story over and over before it even goes on submission.

A work that starts strong but develops flaws will keep me reading with revision in mind. And a work that absolutely hooks me will have me praying it holds up but thinking “that can be fixed!” when I come across a stumble.

ONLINE BOOK REVIEW: Are there any specific elements of craft that beginning writers tend to neglect?

STACIA DECKER: I see way too much exposition. A writer has to figure out how to tell a story without telling me the story. Even a first-person narrator should not be conducting a lecture. Descriptions, backstory, and other details should be revealed organically, if they’re even necessary. Good writing is all about what isn’t said, what the reader infers and fills in.

I also see too much unwitting pastiche. Of course genres have conventions, and now even twists on the conventions have become conventions. But overly familiar characters, clichéd language, and same old story plotting reveal a writer who’s not really thinking about his characters or who’s playing it safe in an attempt to appeal to everyone that appeals to no one. Too often I feel a writer is rewriting a story he’s already read.

ONLINE BOOK REVIEW: Do you have any pet peeves that you see beginning writers doing over and over?

STACIA DECKER: Well, see above. And even though these have become pet peeve clichés, I still see a lot of characters waking up, characters sweating, characters waking up sweating, and characters with model good looks.

ONLINE BOOK REVIEW: If you could change one thing about the industry, what would it be?

STACIA DECKER: I’m way too pessimistic to believe that any change I made wouldn’t have catastrophic unforeseen consequences.

ONLINE BOOK REVIEW: If an aspiring writer wanted to win you over with free Yankees tickets or paid-for vacations to Maui (airfare and hotel accommodations included), would that help his/her chances of gaining representation?

STACIA DECKER: This sort of bribe offer would be an insult to my professionalism and would result in instant rejection. Even if the offer were somehow well-intentioned, it would signal to me a lack of awareness of industry norms and unrealistic (or maybe venally realistic?) expectations of buying success—neither of which I would want in a client. The writing really has to stand on its own.

ONLINE BOOK REVIEW: At the end of the day, what is the most satisfying aspect of working in publishing?

STACIA DECKER: The authors, both working with them and having the chance to contribute to their work in some way.

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Online Book Marketing: Sam Landstrom MetaGame

Hey folks,

Thanks so much for stopping by the Online Book Review. I’ve got some interesting news to talk about regarding eBooks, marketing, and independent authors.

An author friend of mine Sam Landstrom, who is published independently on Amazon Kindle, is pricing his book on Kindle for free to see how high he can get his novel to rank and to gain greater exposure for it.

At last check METAGAME was ranked #6 overall on Amazon Kindle.

On my podcast Book Chatter a couple weeks ago, Sam revealed that when he lowered the price to a penny back in September he saw the book downloaded 6,000 times in 23 days. After running the book up in rank (and visibility) he then raised the price back to $2.99 and in the days following the price increase he made several hundred bucks.

The marketing idea he’s trying is to lower the price, get visibility, then raise the price. Then lower the price and repeat the process.

This past Monday, Sam helped me get my Sci-Fi Thriller collection The Kiribati Test onto Kindle for a penny. Our goal is to get it to list for free.

Somewhat different than Sam though, I have several other titles on Kindle, and so the low-priced book acts as a loss leader drawing exposure to my other books The Colorado Sequence, CLAWS, and Amber Page.

It’s far too early to draw more than a preliminary assessment, but it seems to be working. The Kiribati Test ranked as high as #138 overall on Kindle midweek, and since then both The Colorado Sequence and CLAWS have seen a bump in sales.

The real test will come if we can get The Kiribati Test to list for free because I’ve realized that’s the price necessary to break the book into the top 100. On Amazon, breaking into the top 100 brings the most exposure.

If we can get the book to list for free on Kindle, it will deliver a solid boost to sales of the other novels that’re priced at a dollar and two dollars.

The royalty rate on Kindle is 35%. So on a book listed for 2 bucks, the author takes home 70 cents per sale. It might be worth considering that most mass market paperback sales for books published with a major traditional publisher (Random House, Simon & Schuster, Penguin Putnam, Hatchette, Harper, Macmillan, etc.) sell for about 6.00 or 7.00 dollars and the author draws about 10% royalty.

Final note: an interesting article surfaced on the WSJ regarding Random House’s claiming eBook rights to all of its backlist titles published prior to the age of digital publishing. The article notes that RH attempted to do this once before back in 2002 and lost in court (and on appeals) to Rosetta Books, an eBook publisher that had snapped up the digital rights to pre-internet RH titles.

Stacey

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