How readers select books

Gallup did a poll in 2005 asking readers how they selected the books they read. Here are the results.

gallup-poll-how-readers-select-books

What this says to me as an author is that the most important thing I can do to help my career is write the best dang story I can, seeing that almost 60% of what readers select is driven by the experience they or someone else had with the book.

The next most important factor has to do with helping my book stand out for browsers. This would include the cover, store placement, blurbs, flap text, and the opening pages. The only part of this an author can really focus on is the opening pages–again, writing the best dang story I can.

So it seems authors, especially debut authors, can’t do much to affect sales. But not being able to do much doesn’t mean they can’t do anything. Somewhere, somehow the first readers have to be enticed to give the book a go. Robert Sawyer talks about some of the methods to do that here.

EDIT: 4/8/2011

Kris Rusch adds more information that confirms the findings of the poll above in “The Business Rusch: Promotion”. READ HER WHOLE ARTICLE. Notice she does concede that publishers can get some notice for a book. So there ARE things that can be done to make the offer. But I agree with her advice that the best thing to do is get more product out the door. The studies she cites are:

2010 Survey of Book-buying Behavior by VERSO Advertising. The key conclusion on book-buying is that “Multiple factors impact consumer awareness of a particular title, but final purchase decision (online and offline) driven by author reputation, personal recommendations, and price.” If I were you, I’d read the whole presentation.

# Reason % Respondents
1 Author reputation 52%
2 Personal recommendation 49%
3 Price 45%
4 Book reviews 37%
5 Cover artwork/blurbs 22%
6 Advertising (including on-line) 14%

2007 Survey on what motivates readers to by a book by Spier Advertising, reported in Publishers Weekly

# Reason % of Respondents
1 Friend’s Recommendation 49%
2 Familiarity with Author 45%
3 Description on Jacket 32%
4 Reviews 22%
5 Advertisement 21%
6 Place on bestsellers list 17%
7 Reading group pick 16%
8 Cover design 12%

Ira Glass on Story and Surprise

I found this a fascinating talk. It’s Ira Glass who is the executive producer of the This American Life radio program from Chicago Public Radio. It’s a show that merges true stories (and some short fiction) of everyday people, surprise, humor, and meaning. There’s a structure to the types of stories that they produce. It’s not a new thing. It’s used all the time in a venue many of us are familiar with. Maybe you’ll identify that venue immediately. If not, it doesn’t matter. Watch and listen. This is a fascinating talk and it highlights just how much humor, curiosity, and insight depend on surprise.

Ira Glass at Gel 2007 from Gel Conference on Vimeo.

“Somewhere My Love” by Stephen Mark Rainey

The latest issue of Intergalactic Medicine Show just hit the net. Of course, I don’t have time to read. But how can I help myself when Mark Rainey’s “Somewhere My Love”  starts with this line: “She lived in our town’s one and only haunted house.”

What a hook!

And soon I found myself reading a wonderful story about a boy and a teacher, who happens to be a witch.

But the kind of witch Rainey writes about is not some gal with warts and a black hat. Nor is she some kind of Alice Hoffman Practical Magic type.

She’s a Rainey witch.

And this tale is about a boy caught in her class in school. I loved it. It evoked perfectly how some teachers affect us boys. I haven’t read any of the other stories in this issue yet. But I can still say the measley $2.50 subscription for issue 12 is worth it if only so you can read this one story. Besides, even if you don’t have time to read it, scroll down on the TOC and you’ll see you don’t have to–you can listen to Scott Card read the thing to you.

Story zing method: fiddling with knobs

One of the most basic way of coming up with story ideas is to take a familiar story or thing, list out what’s commonly associated with it, then start changing some of those elements.

For example, you list out all the normal things for vampires–the coffins, black, bats, sucking blood, etc.–then you begin to twist. What if the vampire wears, instead of black, some styling plaid? What if it isn’t a person but a rabbit (whoops, that one’s been done)? What if instead of gothic places like catherals you find him in a trailer park? What if instead of being dangerously suave, he’s a drunk?

Do you see? You can do this with anything.

In this interview, Matthew Sturges talks about how he did just that with the movie The Dirty Dozen and ended up with with Midwinter, a novel about prisoners given another chance. According to Sturges, “In the case of Midwinter, the beginning of the story was, ‘What is prison like in Faery?'”

Read the whole interview. I think you’ll find it enlightening.

Read and report for effect, not rule compliance

At a recent writer’s conference I was on a panel and someone asked what the pros and cons of writing groups were.  Writing groups can save AND kill your writing. So beware.

Workshop Benefits

Writing groups are great for:

  • Encouragement
  • Deadline motivation
  • Having fun with other authors
  • Getting a chance to think about and discuss craft
  • Testing your work

The benefits listed above can all be huge helps to a writer. However, there are two traps that many individuals fall into. You want to avoid both of these because they are plagues that can not only infect, but kill your writing.

Workshop Plague 1: submitting for fixes instead of effect

The first problem occurs when a writer forgets that the purpose of sharing your work with the group is NOT to have them tell you what to do. It’s to test your product on readers who are likely to be in the audience for that particular type of story (please note the last part of that sentence as well).

But in many groups this isn’t what happens. The writer submits his work and then hopes it does well. If it does, he purrs and goes his way rejoicing. If it doesn’t, he figures the group will tell him what to do to fix it. In such groups the readers often arrive with a list of “you shoulds” or “I woulds.”

  • The dialogue here is clunky, you should…
  • These characters are stereotypes, I would…
  • You have infodumps here, here, and here: you should…

This all sounds great, right?

Wrong.

This tells a writer very little that’s worthwhile. What was the problem all these shoulds and woulds are trying to fix? You can’t tell. And not knowing the problem, you don’t know if the fix is really going to work. In fact, the suggested fix might be completely wrong for the story. You are the story designer. YOU have to figure out what’s really wrong and then select the right fix.

Case in point: at this conference another author told of a time her editors came back and said the novel needed to be shorter. It was too slow. In reality, the novel was too short. The real fix was to make it longer. She was skimming the surface of the story in summary and needed to go deeper. She made it longer, and the story worked. But if she had been looking for fixes instead of symptoms she would have done the exact wrong thing for her story.

The most productive thing a writer can hear is what effect the text was having on the reader. Was the reader bored, lost, or feeling it was made up? Or was the reader surprised, intrigued, fascinated, freaked out? In short, did it do what the story was supposed to do to the reader?  An accurate report of the reader experience is invaluable. But a list of shoulds and woulds by the Fixits is not. You want symptoms, not diagnoses and presecriptions.

Of course, when you understand the symptoms, you can very easily open it up to the group for suggestions on ways to fix it. Sometimes brilliant solutions arise from such discussions. Sometimes they don’t. Othertimes, they simply provide a way for the writer to work it out in his own mind. But in the end, YOU as writer have to do what’s right for the story you feel in your gut.

One time to be especially careful of this is when you submit revisions of a story to the same group. Here’s why: when someone says a revision lacks blood and vitamins, it may be this is actually the case. But it also might simply be a case of diminishing returns, e.g. the first ice cream cone you eat is great, the second okay, the fourth begins to make you sick. Would the movie you just saw on Friday night be just as powerful if you saw it again on Saturday? And then again on Monday? I know it’s not exactly what’s happening, but it’s similar. After reading a manuscript multiple times, a reader sometimes can see nothing but the stitching.

Furthermore, a reader will often get revision ideas that jazz them about the story only to find the author was jazzed about some other revision idea. And that can often disappoint. And if this multiple revision reading goes through multiple cycles, I’ve found it becomes harder and harder for the reader to avoid becoming a director of sorts, the author trying to perform to their taste. I done this far too often to people feeding me multiple revisions. 

There’s an easy way around this one: simply avoid submitting any individual story to the same set of readers more than once.  However, I don’t want to suggest you should NEVER submit revisions to the same set of readers. Orson Card submits all his work, originals and revisions, to his wife Kristine. I submit mine to my wife and editors. Many writers have trusted readers. Just be aware that submitting multiple revisions can very easily lead to our chasing someone else’s opinion instead of writing the story we feel in our guts.  Tread with caution.

Workshop Plague 2: reading for rule compliance instead of effect

 The second problem occurs when you have readers who have forgotten that the ONLY thing that matters is effect. Many times writers will build a list of writing rules as they learn the craft. And they will forget that the rules are, by themselves, meaningless. Please see my post on Rules vs. Objectives. These well-meaning folks come, not with an accurate report of their reading experience, but with a list of your rule violations.

So instead of hearing that the story immediately pulled the reader in but that by page four the reader’s mind was wandering, the reader points out that you started the story with dialogue and you shouldn’t do that. Or that you used said-bookisms, which was a very flabby and naughty thing to do. Or that you had more than one point-of-view in the chapter. Or that you chapters were too short or too long. Or whatever it is that that particular reader has in their rule book.

This kind of feedback is worthless. I don’t care if my story started with dialogue. What I want to know is if it pulled the reader in. And when I say “reader” I mean  one who is looking for a story, not for rule infractions. What you want is an accurate report of the reading experience. That’s it. Both the good and the bad.

Here’s an example of what I try to do when I read and report. It’s not the only way, but it illustrates what I’m talking about.

  1. I read the story as a normal reader. No pencil or pen in hand. I’m just thinking: okay, I hope this is good.
  2. I read until I’m bored, lost, or (hopefully) turn the last page in delight. Some folks may wonder why I wouldn’t read to the end of everything I’d agreed to report on. Simple. If I’m bored or lost I’m OUT of the story and cannot judge the effect of what follows as a reader. Maybe I’m bored because of the craft. Maybe I’m bored because I’m not in the audience for that kind of story. If this is the case, my experience doesn’t matter. You wouldn’t give a romance to a thriller reader and then expect them to love it, would you? Well, authors are no different. Just because we write doesn’t mean we automatically love everything (please see my blog Is 90% of Everything Crap). 
  3. I write up my experience, making sure I accurately report who and what I was interested in, what delighted me, what bored me, where I was lost, or didn’t believe etc. I’m also very particular to clearly separate  the things that had a big effect on my experience versus those that had a small one. For example, some confusion in an exchange of dialogue might be a small thing. Confusion in a whole chapter is a big thing. As a writer I don’t want a laundry list. I want to get a sense of proportion. And I want to know if the reader generally enjoyed the story or not. It’s one thing to know the story is busted. It’s another to know that it works, but has a few paint spots.  
  4. If I did not read through to the end, I do so now. Or maybe I skim. Just to get an idea of the whole story.
  5. Then I ask myself what I think this story was trying to do. What kind of an experience, what kind of delights was it offering up to the reader? Suspense, delightful characters, romance, wonder, cool textual pyrotechnics, etc.
  6. Having an idea of what the story was trying to do, I see if I can’t diagnose the problems and think of some ways to fix them.
  7. Finally, I give my report to the writer. I include #3. Then I add #5 and #6, stating that here’s “what I think the root of my issues were and some ideas that might help.”

You might do it differently. Just make sure you focus on accurately reporting your experience reading for effect, not rule compliance. Once you have a number of reports you can see what’s working and what isn’t. If one out of ten people has an issue with a certain part, I may or may not ignore it, depending on my own judgment. However, if four to seven of them have an issue, I’m probably going to fix it.

So writing groups can be wonderful. Just be careful to avoid these two plauges as if they were, well, plagues.