Center Point Has Published Crossing the Animas in Large Print

Center Point will publish a hard bound, large print version of Crossing the Animas, A Steve Dancy Tale. They’re a great group of people, so I signed the contract immediately. 

I’m thrilled that Center Point will have published all six of the Steve Dancy novels. It also pleases me that the first five books earned past their advances. That probably explains why Center Point bought the large print rights to Crossing the Animas. That’s a compliment I feel really good about.

Look for Crossing the Animas in your local library. Trade paperback and ebook formats are also available.

Honest westerns filled with dishonest characters.

Steve Dancy Wants to be Pals with Jack Reacher

There have been some memorable fictional characters. Sherlock Holmes, James Bond, Hercule Poirot, and Harry Potter to name a few. (I’d like Steve Dancy to climb into this group, but I need a few million more sales. A little help, please.) The above names are make-believe people, but known the world over. How does a branded character come about? They must be difficult to create because there are so few of them. Strong characters are not rare. Think of Elizabeth Bennet, Tom Sawyer, Captain Ahab, Rhett Butler, or Hannibal Lecter. But for the most part, these were one-offs, while a branded character returns time and again, frequently leaping from the printed page to screen and stage.

The inventors of Holmes, Bond, Poirot, and Potter didn’t want for material things. Sherlock Holmes has been portrayed on screen more than any other character, and that excludes the House television series. Spanning 54 years, James Bond is the longest running film series with a human protagonist. (Godzilla is the longest and most prolific film series.) Agatha Christie used Poirot to propel herself to the #1 Bestselling author of all time, while Harry Potter is the #1 bestselling book series.

These are worldwide icons. Yet they’re fictional. They sprang from the imagination of authors. How in the world do you do that? One author has told us.

I recently reread Killing Floor by Lee Child. In a new introduction, Child describes how he developed the Jack Reacher character, who was introduced in this novel back in 1997.

“I liked some things, and disliked other things. I had always been drawn to outlaws. I liked cleverness and ingenuity. I liked the promise of intriguing revelations. I disliked a hero who was generally smart but did something stupid three-quarters of the way through the book, merely to set up the last part of the action.  Detectives on the trail who walked into rooms and got hit over the head from behind didn’t do it for me. And I liked winners. I was vaguely uneasy with the normal story arc that has a guy lose, lose before he wins in the end. I liked to see something done spectacularly well. In sports, I liked crushing victories rather than ninth-inning nail-biters. 

To me, entertainment was a transaction. You do it, they watch it, then it exists … for me the audience mattered from the start.

G. K. Chesterton once said of Charles Dickens, 'Dickens didn’t write what people wanted. Dickens wanted what people wanted.'"

Child sat down and came up with three specific conclusions.

"First: Character is king. There are probably fewer than six books every century remembered specifically for their plots. People remember characters … so my main character had to carry the whole weight.

Second conclusion: If you can see a bandwagon, it’s too late to get on … it’s a crowded field. Why do what everyone else is doing? … The series that were well under way … lead characters were primus inter pares in a repertory cast, locations were fixed and significant employment was fixed and significant. I was going to have to avoid all that stuff.

But the third conclusion, and the most confounding conclusion: You can’t design a character too specifically … a laundry list of imagined qualities and virtues would result in a flat, boring, cardboard character … I decided to relax and see what would come along. Jack Reacher came along.”

Child goes on to explain that Reacher has the following characteristics:

• Fish-out-of-water because he had previously only known military life
• He’s huge, utterly sure of himself, with intimidating presence (opposite of flawed protagonist)
• Old-fashioned hero: no problems, no navel-gazing
• Owns nothing but the clothes on his back—literally
• No ties to family, friends or location
• Ex-military cop to give him plausibility with investigative techniques
• Rootless and alienated in a giant country (Child is British)
• Reacher as Medieval knight-errant
• First name is simple, ordinary, blunt, and straightforward
• Certain nobility based on rank of major in military

Child wrote: “I wanted the kind of vicarious satisfaction that comes from seeing bad guys getting their heads handed to them by a wrong-righter even bigger and harder than them … so Reacher always wins.”

I started by asking, “How does a branded character come about?” It appears by creating a character unlike all the other series protagonists. Not a unique trait, but opposite in every detail. At least it worked for Reacher. A Forbes study discovered that Jack Reacher is the strongest branded character in fiction, and Lee Child has the strongest reader loyalty of any bestselling author.

Interview with Author’s Academy

The Author’s Academy is a subscription website dedicated to teaching “authors how to write, produce, and market their books successfully.” On Wednesday, Grael Norton interviewed me in a teleconference titled "How to Sell 1,000Books this Holiday Season." The title of the talk comes from a few seasons ago when I sold over 1,000 print copies in December. Today, this is not a large number for me, but my holiday sales are now heavily weighted toward e-books.

You can also read a summary of the interview at Writ3r Addiction.

Despite the popularity of e-books, print books still make outstanding gifts. You can choose a fiction or nonfiction book that precisely targets the interests of the recipient. A book in their favorite genre or about their hobby can make them happy, plus it shows you cared enough to pick a gift just for them. For a reasonable price, a book gives hours upon hours of enjoyment and can even be revisited in years to come, and unlike a Christmas card that gets discarded or thrown in a box, a personal inscription on the flyleaf of your gift book lasts forever.

This holiday season, give a book to someone you love … preferably one of these, of course.

Jenny's Revenge at The Fictional Cafe

The Fictional Café has previewed the first chapter of Jenny’s Revenge, the fifth novel in the Steve Dancy series. 

If you enjoy fiction, bounce around the Fictional café. You’ll find author interviews, sample writings, book reviews, and pod casts. Membership is free.

Honest Westerns ... filled with dishonest characters

Why print books are different

Mike Shatzkin

Mike Shatzkin has posted a discerning article about how print books are different than digital books. It’s common to assume that books will proceed along the same path as the digitization of music and film. Shatzkin disagrees. He claims books are very different from their digital cousins and make a number of good observations.

• Readers routinely switch between print and digital
• Whether digital or analog, music and film require power and a device to be consumed. Books require neither.
• Compared to the digital variety, Shatzkin contends print books are easier to navigate, and that navigation is not a critical function for music or film which for the most part are consumed serially.
• Print presentation can be more aesthetic. Digital book devices inhibit interior design. For music and film, there is no difference “between the streamed and hard-goods version.”
• Motivation is different for book buyers. Music and film are consumed mostly for entertainment.  Books are frequently bought for educational purposes, making the ability to browse more important. This gives bookstores an advantage over online retailers.
• Digital music and film is superior to analog which drives digitization. This driver does not exist for books.

Shatzkin argues that there are innate differences between books, film, and music which will alter each media’s adaption to the digital world. One of the most significant being that ebook readers still buy and consume print. Music and film buffs seldom go back to the prior generation technology.

Although I tend to agree with Shatzkin, he did miss a few advantages of e-books. First, they’re lighter. I’m reading a big, heavy print book at the moment and I don’t take it to bed with me because my hands get tired holding it up. Currently, I fall asleep with Tom Wolfe on a kindle. A second advantage of e-readers is the ability to read them one-handed. My wife makes fun of me, but when one of my hands is busy shoveling breakfast into my mouth, I turn the page on my Kindle by bouncing it against my nose. Try that with a print book.

Word of Mouth Revisited

I’ve contended that word of mouth is the greatest marketing tool available to authors. Word of mouth includes book clubs, online recommendations at sites like Goodreads and LibraryThing, reader reviews, and good ol’ fashioned face-to-face conversation. Word of mouth does not include anything the author says, including social media leavings that come from gallivanting around cyberspace. Potent word of mouth comes unexpectedly from a trusted source. Every author’s marketing strategy must focus on generating positive word of mouth.

Recently, I had confirmation of this axiom. In the first of August, I ran a discount promotion for a couple of days for the e-book version of The Shopkeeper. I don’t believe in offering free e-books because there is no lasting effect beyond a couple days. Many people gather up free books and never bother to read them. I’ve discovered that there is an entirely different dynamic for 99¢ e-books. Evidently this tiny fee motivates people to read the book.

 I decided to use a brief 99¢ price for the first novel in the Steve Dancy Tales to give a boost to the entire series. It worked far better than I expected. Not only did The Shopkeeper sell almost two thousand copies, all the other books in the series showed accelerated sales. Actually, it has been over a month since the promotion and all five books in the series still sell at more than double the pace of sales prior to the promotion. Free e-books have no legs, but 99¢ e-books seem to have a long tail.

None of this was news to me. But I did make an observation about this promotion that had previously eluded me. If a promotion goes well and readers like the book, then word of mouth accelerates sales in other formats and for other books by the same author. I never track audio sales because they’re small compared to other formats. I kept an eye on them this time, and I noticed a major surge in sales about a week or so after the promotion. Print sales also surprisingly increased, and sales of my other books grew significantly. The additional sales could only come from word of mouth because none of these other books or formats were discounted or promoted beyond my normal feeble efforts. People who liked The Shopkeeper told other people about my books. Some marketing gurus tell you to make fans out of your readers. Good advice, but if you really want to sell lots of books, turn your readers into your own personal sales force.

How? Write an engaging story that never jerks your reader out of the story. This means you need to keep the story moving forward, avoid unnecessary plot detours, and have it all professionally packaged. If you enthrall your readers, they’ll tell their friends, family, and neighbors about this great new author they found. After you have a large and growing sales force, you can concentrate on what you really love to do—write.

From Bestselling Indie-Novelist to Also-Ran

I self-published The Shopkeeper in 2007. It seems like a lifetime ago, but in indie-publishing terms, it was an eon. I stumbled into indie-publishing by accident. At the time, I had a New York agent with a major firm, but he declined to represent my Western because he said the advance would be less than a decent down payment on a small Korean car. He explained that his 15% wouldn’t be worth his time.  Okay, I decided to self-publish the novel. The Shopkeeper found an instant audience and it was consistently in the Top 20 bestselling books in the Western genre, and at Christmas it often ranked as the #1 Western.

In 2007, most indie-books were nonfiction. In fact, self-published novels were so rare; I pretty much had the field to myself. For a couple of years I was the bestselling indie-novelist in America.

Alas, good things never last. Today I hear there are 30,000 indie-books published each and every month, with most of them being fiction. My lonely world suddenly became very crowded. What happened? The Kindle. It was also introduced in 2007, but it took a few years to get rolling. Those were my years, when print dominated genre fiction.

I would lament the good ol’ days, but I sell more books than I used to. It’s just I can no longer claim bestselling status. I’ve published seven novels and two nonfiction books, five of them Steve Dancy Tales. As of this writing, all five Steve Dancy novels are ranked at less than 30,000, with the nine year old The Shopkeeper ranked at #75 in Kindle Westerns. My novels for the Barnes and Noble Nook are doing better than I expected as well. (The Shopkeeper is ranked at under 4,000 overall.) More important, actual sales are better than they have ever been.

The moral to the story is that progress isn’t necessarily scary or harmful—just different. e-books brought indie-authors vast numbers of new readers. Yeah, the ubiquitous device also brought competition, but with an expanding market, there’s room for everyone. Besides, savvy readers weed out the charlatans that crank out a book after book that they price at less than a cup of coffee. It seems newbie indie-authors flame-out more frequently than want-to-be actors in Hollywood. There’s some great stuff out there in the indie world, but to compete in this crowded market requires study, effort, and a love of writing. Good novels don’t just happen. Authors write and rewrite them until readers want to flip the pages all the way to the end.

So here’s a piece of advice from an ol’ fogey—if you want to sell a lot of books … write a darn good one.

Book Titles that Grab Attention

Coming up with a good book title is difficult, at least for me. Ideally, you want the title that will grab a buyer’s attention in three or so words. The title is actually only half of a selling partnership. The cover and title work together to entice a purchase. People do judge a book by its cover and the cover entails an image with a few words. If either appears incongruent, buyers move on to the next offering.

My favorite is Tempest at Dawn. Since the book is a dramatization of the Constitutional Convention, I wanted the title to sound like a novel, not a nonfiction history book. The cover design put the title in context: a stormy sky over the Pennsylvania State House flying a thirteen star flag. For me, the title evokes a troubled nation at its founding, but some, who otherwise raved about the book, criticized the title as unrelated to the story. I still like it.

In my Western series, I wanted the sub-title prominent to remind readers there were more Steve Dancy Tales, so I chose simple titles that include: The Shopkeeper, Leadville, Murder at Thumb Butte, The Return, and Jenny's Revenge. I’m currently working on Crossing the Animas. 

The covers are black and white because I wanted a design that indicated that these were a different type of Western: different from books with loud and colorful cover illustrations showing action or looming violence. The series has been very successful, so hopefully this is partly due to the covers and titles because I intend to continue the pattern for the remaining books in the series.

My approach will not work for everyone, but viewing the cover design and title together as a selling unit will garner sales. For a confirming case study, read about my blunder with The Shut Mouth Society.

By the way, The Meta Picture has a fun article titled “These Books Actually Exist,” which lists 20 outrageous titles and covers. Wonder how some of these sold.

My sojourn in direct marketing

I semi-retired early and went into consulting to forestall boredom and to help make ends meet.* I ended up consulting for a Boston direct marketing travel company. I expected to consult with them for a few weeks, but ended up working for them for over a decade.

Direct marketers are a different breed of retailers. This travel company never advertised and you could not buy their trips through a travel agent, yet they were the largest tour operator in the country. All of their sales came through their call center. How did they get customers? Like Land’s End, L.L. Bean, Crazy Shirts, and other direct marketers, this company promoted its products primarily through paper and online catalogs … and then depended heavily on repeat business.

Direct marketing is a specialized segment of the retail business and it is far more data-driven than store-front retailing. Because everything is ordered directly, they know each customer and how they behave. They know what they buy, how often they buy, their price sensitivity, and their product satisfaction level. They are fixated on customer data because their business models are based on what they call lifetime value. Once a customer is acquired, they know statistically how much business that customer will generate in future years. Since they focus on lifetime value, direct marketers are obsessed with customer satisfaction. They are constantly measuring every aspect of their business, analyzing the data, and adjusting their practices.

What brought this to mind was a New Yorker article by George Packer: “Cheap Words: Amazon is good for customers. But is it good for books?” Amazon is arguably the best direct marketer in the world. The following alleged comments by Bezos may or may not have been made in 1995, but they fit perfectly with the direct marketing business model.

“Bezos said that Amazon intended to sell books as a way of gathering data on affluent, educated shoppers. The books would be priced close to cost, in order to increase sales volume. After collecting data on millions of customers, Amazon could figure out how to sell everything else dirt cheap on the Internet … Bezos had realized that the greatest value of an online company lay in the consumer data it collected. Two decades later, Amazon sells a bewildering array of products: lawnmowers, iPods, art work, toys, diapers, dildos, shoes, bike racks, gun safes, 3-D printers.”

I believe Amazon has been good for books. The Kindle—and other e-readers—have revitalized reading. Amazon has, however, been bad for bookstores. But whenever I start to feel bad for Borders, Barnes and Noble, et al., I just download a streaming copy of You’ve Got Mail from Amazon.

*  I’m interested in etymology of phrases.  “Where it (this phrase) comes from is hard to be sure about. It’s often said that it’s from bookkeeping, in which the total at the bottom (“end”) of the column of income must at least match that at the bottom of the expenditure column if one is not to be living beyond one’s income”—worldwidewords.org

Are Box Sets a Good Idea for Series Authors?

The Steve Dancy Box Set

Many series authors issue box sets, including me. A box set includes multiple e-books presented as a collection. I was asked about the profitability of box sets at the Tucson Festival of Books. Not having kept close track, I gave a weak answer. Now that I have my spreadsheets in front of me, I can say categorically that my wishy-washy answer was probably not wishy-washy enough.

The Steve Dancy Box Set includes the first three novels in the series for $9.99. If bought individually, The Shopkeeper, Leadville, and Murder at Thumb Butte would cost $12.97, so the collection is offered at a 23% discount. Since introduction, I've sold over 300 of these sets.

What does this mean? The royalties for these sales are welcome, but short of what I need for my dream house in the Hamptons. I’d be disappointed, but I didn’t issue a box set for the direct income. I wanted to draw new readers into the series. The Shopkeeper was published over six years ago, so anyone coming into the series this late would be a new reader, and hopefully they’ll become a fan who would buy the more recent books.

Will 300 make a big difference? Who knows? But, I don’t think of it as only 300. I believe word-of-mouth is the paramount sales tool for books. After reading three Steve Dancy novels in a row, these happy readers will likely tell their friends, family and neighbors about the books. Three hundred new sales people is well worth the minor effort of putting together a box set.