Op-Ed: Authors and Promotion · 7:53pm Aug 6th, 2014
Let us imagine, for a moment, that we live in a different universe. This universe isn't very different—in fact it's shockingly similar. But there are a few key differences. Very tiny ones, but tiny ones that lead to some interesting changes.
The key difference is that in this universe more authors listen to a particular bit of "advice" that gets handed out quite often. Let's take a look and see what happens by following the life of a woman named Naomi.
Naomi is a writer. She's written several manuscripts for a series over the years, but has been turned down by publishers for each one of them. She continues to write. One night she is at a party with her husband, and they happen to meet Stephen King.
Ah! A fellow—if famous—writer! The perfect opportunity to talk shop and share stories! Maybe even mention her own work. Except as Naomi thinks about it, she realizes that she shouldn't bring up her own writing. After all, as people are so inclined to often tell her, "a writer shouldn't promote their own work." Disappointed but deciding that those people are right, Naomi stays quiet.
As a result, in this universe Stephen King never reads her manuscripts nor takes them to his editor. They are never published, and never go on to win numerous awards. They never sell hundreds of thousands of copies. They are never mentioned in Entertainment Weekly. Naomi Novik does not go on to write many more novels of historical fantasy and become an international success.
All because she listened to one of the most common bits of advice I hear being given to new authors: that an author shouldn't promote his or her own work.
Thankfully, we don't live in that universe. And thankfully, neither Naomi nor her husband listened to that piece of advice, or we wouldn't have had the wonderful series of historical fantasy novels that began with His Majesty. I say "didn't listen," because it is doubtless that at some point, she received that advice. Most new authors do. But do you know what's very telling about this advice?
You never hear it coming from an author.
Well, okay, I've once or twice heard it from people who profess to be authors, but in those cases it smacks so strongly of self-interest in reducing competition it's pretty hard to take seriously. And those individuals are, as pointed out, professing to be an author. I've never once heard someone like King, Sanderson, Rowling, Prachett ... well, this list could go on, but in any case, none of them have ever said "an author shouldn't promote their own work."
In fact, they all profess the opposite. Promote away!
So where does this weird little social nugget come from? A why do so many repeat it? And is there any logical sense in it at all? If you're following along, you've already guessed the answer to that last one.
So where does this idea come from, the idea that an author shouldn't promote their own work, or should only promote it to a select few who will then promote it to the world? Well, I have no idea; at least when it comes to whatever fool first uttered the line. Nowadays, however, it comes from the public. Not from book publishers or other authors. It comes almost exclusively from people who are not writers and are not involved in the industry at all, except as a source of revenue (ie, people that might buy books). In other words, it's advice coming from people who, first of all, have zero credentials for offering sound advice.
But why does the idea persist? Crud, you can see it right here on this site. People who talk about their own works are usually joked at, put down, or told to not talk about their stuff. And, well, I'll be honest, there's a line there of people who simply spam-paste nothing but self-promotionals everywhere they go. But that one's common sense. The only reason it needs to be brought up is because this is the internet, and common sense is a rare commodity. But we put down talking about one's own writing?
But there's a bit more to this than that, easily. Writing, for some odd reason, falls under a double standard. For example, take a writing spot I hang out on. On this writing spot (which, to be sure I'm clear here, is a spot dedicated to the discussion of writing and fiction) it is perfectly acceptable by the rules to post any of the following self-made materials: Artwork, music, games, blogs, websites, and videos. Any of these will be met with a neutral or favorable response.
You know what gets people grumbling though, and almost can get the mods set on you though? Posting a link to your own writing without someone explicitly asking for it.
I'll repeat that again, so you can marvel at the sheer insanity of this bizarre social stigma: you can post links to your artwork or music without complaint on a writing forum, but if you post links to your writing—to again, a forum set up for people to talk about their writing, you've likely kicked the anthill.
What is wrong with us?
Part of the "explanation" I've heard for this behavior is that "a writer's writing should stand on it's own," and that if your writing is good, it'll get popular without you ever talking about it.
That idea is 100%, pure, undiluted, grade-AAA bull. You could fertilize your garden simply by wafting the scent of that nearby. This idea comes off of some bizarre notion that somehow, improbably, a successful author's work will become a success without the effort of the author. That somehow, without any work or promotion on their part, people will simply pick up that author's work and immediately start telling everyone else about it. You think Stephen King didn't tell people when he'd been published? You think Michael Crichton wasn't casually mentioning that he was a writer back before he got big?
Now, I have heard the argument back of "well, those people are famous. Of course they're allowed to promote their own books!" To which I've asked, usually to a silence, "And how do you think they got famous?" It certainly wasn't by not talking about their work to anyone. No one walked up to J.K. Rowling one day in the shop where she worked and said "Hi, I'm an editor for a major publishing house, and I couldn't help but notice you've been writing a book manuscript on napkins during your break. Could I read that? I'll bet I'd like to publish it!"
All authors start at the bottom. Self promotion is the only way you get anywhere else.
Now, I've occasionally heard one last, desperate throw to justify authors not promoting their own work, which comes in the form of this idea: That it's the publisher's job to promote good content since they're the gatekeepers of the literary world, and the readers should be hearing the publishers promote work, not the author.
Publishers love this idea. In fact, they actively work to cultivate it. After all, they're in it to make money selling books, and while there are a ton of editors who really do what to see what they like go out there, there are just as many who straight-up admit that it's a business, and they send books through based on what they can convince someone to buy. So when a publisher hears the idea that they are the ones who should be listened to with promotion, they like that idea. When spoken to them, it makes the sound of a cash register ringing.
I'm not joking about them cultivating it. I was looking over Hachette's investor presentation slides the other day (because of the whole Amazon VS Hachette thing, if you were wondering). Hachette is world's third largest publisher, as they frequently pointed out. Anyway, there was a whole slide dedicated to talking about acting as a gatekeeper of quality, promoting materials that are quality above other materials and using that to drive sales. But this slide was split. It talked about doing this, of course, but it also talked about how customers needed to be convinced of this fact, as it would lead to higher sales.
Then, they gave their example of this "gatekeeping quality" in action. The sales of one of their largest books to date.
The Twilight saga.
Now, I won't lie, Twilight made buckets of money. But that's Hachette's example of their quality and gatekeeping in the industry driven to a marketable profit. So yeah, this idea that publishers are gatekeepers? They're well aware of the concept. And they like it. It's profitable. They'd love it if the public continued to hold an author's promotion of his own work as a thing to be looked down upon, because it means less competition and more control for them.
So this idea, this oft-repeated concept, that authors should not promote their own work? It's just flat out wrong. We shouldn't be trying to publicly shame authors into hiding their talents until some magical editor fairy comes along and declares it fit for the masses. We should be extending to new authors the same courtesy extended to new artists, to new musicians.
Now, are there deep-seated, less acknowledged reasons out there for this opinion against writers? Sure, there probably are. If I had to do a moments guessing, I'd pin it on a couple things. One is jealousy with a little bit of resentment. How many of you out there have heard someone say "oh, I've got a book I'm working on too, I'm a writer! Someday I'll start it." Show of hands? Yeah, we've all met that person, on facebook or at a reunion, at work or ... Well, you get the picture. The thing is, these people don't like being reminded of the truth that they are, in fact, not writers. They're talkers, not doers. And they don't like the reminders that all their talk is just that: Talk. So, when they're offered this idea that "writers shouldn't talk about their work," they like it. One less reminder that someone else is doing what they've only talked about. So they spread it.
Another core reason, I think, could be that writing is so much more difficult to both comprehend and enjoy at its lowest level. I'm not trying to sound pretentious here, but just looking for reasons that could be contributing. Music, while hard to make, is easy to understand. You can listen to it while doing other things, and even stuff that people agree isn't some great work of art can still be enjoyable (for example, I think the Black-Eyed Peas are pretty much mass-media appeal marketing in a bottle, but I still can't stop playing I Gotta Feeling on Dance Central). Artwork, such as painting and drawing is super difficult, but most people acknowledge this and are willing to overlook mistakes or style choices. Plus, it's a quick look. If you look and you don't like it, it's all of a few seconds lost for most.
Writing, on the other hand, takes time and effort put into it from the reader's end. Comprehension, time, all are things that are required. You can't read a book while driving to work. You have to force yourself to do more than just listen, but identify and comprehend (audiobooks take away part of this challenge and move the medium closer to music, making it portable and easier on the reader). So when a reader sinks their time into something that isn't worth their time, perhaps they feel a larger sense of loss?
That last one is only theory, but look, here's what I'm getting at: It's time that we as a society got off our pretentious high horses and stopped treating authors as if they shouldn't be allowed to promote their own works. We need to stop pretending that authors will somehow "magically" find success if they don't work for it. We need to stop looking down on authors for trying to succeed at a career they love and enjoy.
I self promote all the time. I've mentioned in debates on public forums over Amazon VS Hachette that I sell my books through Amazon and I'm siding with them. I've had sales, and presumably some of my reviews, through such interactions. I've plugged my books on here, and there have been a number of you who have expressed enjoyment at reading through them (and once again, a thank you to those who have purchased my work and helped support me). I've plugged my books in other places at well. I give out business cards with a QR code that leads right to them online. I've worked my way up from one sale a month to a couple of sales a week to a sale a day. Self promotion is how I got there.
You'll never meet a real author who tells you to not share your work with the world and talk good about it. No car company tells you "well, it's an okay car, but I'll spare you the details." No film-studio sits on its social media site waiting for someone to ask about it's newest movie. No band gets big by not playing its music and by staying quiet about its albums.
It's time we stopped applying this foolish double-standard and let authors talk about their work alongside everyone else without censoring them. Self-promotion is where everything starts. It's time to stop imagining that authors somehow become a magical success without it. It's time to stop shaming authors for talking about their work. It's time to start giving them the same treatment we give to other art forms.
It's time to let them talk and write about what they've been working on.
Why is this not a site blog post, good sir? All writers, veterans and novices alike, could benefit from a passing glance of this blog's truth.
I feel more confident to continue in my own work. I thank the.
~Cosmo
1.: thank you Meister der Feder.
2.: you're welcome.
Hmm how should I say it... argh english is a cruel language!Go learn German, nao!
Ok ok I'll try....
I never knew that this is a thing.... I mean in EVERY kind of work you have to show what you can to get anywhere. Ok maybe I see it this way because I am/was just a baker and thus simply had to show what I can to everyone to get a job.
Ugh, no I just don't know how to continue. Ok thats it from me.
edt.:[REDACTED]
I honestly love your blog posts and advice. Keep em coming!
This is some excellent advice. I'll have to remember it (and overcome my own modesty) to promote anything I write (when I moderately ready because I'll never be completely ready :p). And His Majesty's Dragon is a great read (first book I ever read on a Kindle).
2348759 I most definitely have to agree with you. Especially in light of just how important the subject matter is.
Waiting for dozens of commenters to post links to their own fics in 3... 2...
Please somebody read my story Decade.
2348759
2348963
2349149
What they said. (I've always wanted to say that)
2348759
Completely agree, needs to be a site post. Viking is probably one of the most sensible people I've ever come across when it comes to all things writing.
<,<'
*is that person*
I've accepted a while ago that a work's popularity is not solely a function of its quality. Being good helps, but how else would you explain the works of Stephenie Meyer outselling the works of David Brin? That, and churches wouldn't need missionaries if the good news just spread itself.
In the spirit of self-promotion this blogpost promotes, I'm a bit of a writer myself. I'd recommend checking out my fic, Tastes Like Heresy. It's my picture of what unicorn society would look like, had the three pony tribes not banded together like in the Hearth's Warming Eve pageant. It's got science, magic, worldbuilding, and, most importantly, cooking.
It also has a partially written sequel that focuses on the pegasi of the same alternate universe.
Hope it's not tacky to self-promote in another author's blogpost like this.
2349343
But that would be just plain rude!
I wonder if part of it is something like Twilight's "modesty" in Boast Busters, where you think folks see you in a better light if you hide your talents. Maybe some people believe that, and then think others should feel the same way. There's also that whole self-esteem thought-line that says "don't show how good you are because you might make someone else feel bad." It's a weird mix of morals that don't help anybody in the long run.
That said, it's still hard for me to shake the feeling of "You dirty, dirty author" when I'm talking about my stuff.
It's probably something that'll pass with time and practice.
Every once in a while you can find someone, point at them, say "I am not that person," and walk away with a smile.
I agree heartily.
I also think it's worth noting how this double standard extends to fan works, too. Pretty much all kinds of fanwork are socially acceptable...except fanfiction. That gets you labelled as either a whiny, angsty teen or a crazed sex fiend.
If I might make a suggestion, I think one reason for the double standard is that people perceive the skill of writing as being easier. Literacy is a basic skill in first world countries, so everyone reading and discussing books can usually go to their computer, open up a word processor, and make words appear on the page. Thus, they conclude that doing so is easy and since what writers do looks like just putting words down on a page, they think writing is easy. However, most people do not learn even the basics of drawing to any degree, so they'll readily conclude that art is hard and thus worth praising (more so than writing).
Case in point: you mentioned the omnipresence of people who claim they are "writers". Now consider how people react when a nice drawing is shown or visual arts are brought up. It's much less likely that someone will claim they're an artist without actually being one, isn't it? I submit that's because people are more likely to think writing is easy and "one day soon" they'll get around to it and produce a masterpiece.
2348759
Eh, not my call. I'm not Knighty, nor do I have any communication with him (save the one time I found a bug and reported it). If they wanted to reblog a link to this, I'd be fine with it as long as they asked. For now, I'll just take it as a plus to me that so many have suggested this.
2348832
You're welcome! I got the gist of it!
2348963
Glad to hear it! There will be more to come!
2349141
We've all got to take the plunge and push the baby out there someday ... or, in some cases, throw it to the dingoes.
Third Temeraire was my favorite, TBH.
2349149
2349343
Eh, everyone's got their own personal line they don't dare cross.
2349385
Goal achieved then! Huzzah (why is there no Luna emoticon?)!
2349426
Then Spectrumancer, your time has come! Put forth your hands on yonder keyboard, and plot!
2349441
I think in this case, we can let it slide pretty far considering it was all about self promoting your work. It's on my list now, btw. One day I'll get to it and give it a shot!
Anyway, there's nothing wrong with being popular, really. You've got a popular work or story? More power to you! I may not like Twilight and may mock it for it's horrifying prose, but there's no denying that Meyer made like a bandit with that and got millions of readers. So that's cool. I'd like to be that popular one day, why rag on someone who did get that popular even if I don't like the material? I can still be happy for her success.
2349467
I'll admit, the first few times I talked about my stuff, I almost felt bad, simply because it's given such a negative light. But I knew I'd been advised to self-promote, and I got better at it over time. It's just so strange that such a negative stigma like that even exists. You're right, it's very similar to the situation from "Boast Busters," and we should be more like Twilight's friends than Twilight.
2349787
This is so true. Grah!
I was talking with one of my old college roommates once and he asked how much I wrote on a good day, and I gave him the number (about 4000 words a day) and he responded with "that's it? That's not hard at all!" I dared him to try it, and he spouted off how he probably wrote that much in a day or two at work, when I pointed out that was a completely different kind of writing (filing, e-mails, etc) he got very derisive and the conversation died.
I think part of the problem, expanding of what you said, is how truly lackluster most education is when it comes to writing. It's truly terrible. Public education has failed us in teaching students good writing, or even giving many of them the drive to find it.
Well, things I can improve when my kids hit school.
I have never been the slightest bit disappointed with the truth and quality advice contained in your blogs. Maybe when i find a few extra pennies sitting around i'll buy a copy of Dead Silver, and soon start Rise.
This blog made me feel quite a bit more confident in my own writing, thank you for posting this!
2350230
Glad to hear it's now on your radar. Keep on making awesome blog posts like this and your writing advice series, ok?
2350230 I think your example there illustrates a bit of a problem with the terms being used. You see, your roommate was talking about "writing" using the definition of "conveying meaning and ideas visually using string of characters". You were using a definition that also included storytelling. And really I think that's the issue. As I said, in the first world (basic) literacy is a skill possessed by most people. Storytelling, however, is a much rarer ability, and that's what most people overlook when they dismiss written storytelling as easy. It is easy to see the effort that goes into literally putting words on a page. It's much more difficult to see the effort that goes into plotting a character arc or deciding how to open a story.
Sadly, I think this also contributes to making it hard to teach writing stories. If you notice people sharing their drawings for the first time they're often keenly aware that they're not very good. "Oooh, I'm so embarrassed to show this! I'll never be as good as you all!" This means those doing the instruction get to offer encouragement, which is usually well-received. However, most people tend to assume they're fairly decent at storytelling and thus strut in expecting a fairly positive reception to their first outings. This means that anyone trying to help has to give out much harsher sounding advice, and newbies tend to get easily offended and frustrated at finding out they aren't as good as they thought.
2350424
This is very well said, both parts.
2350230
dl.dropbox.com/u/31471793/FiMFiction/Emoticons/shrug_Luna_apple.png?wrap=true
we'll never know I guess.
Methinks one of the reasons why there is the "Don't toot your own horn" thing is that it is expected for the stories to spread by word of mouth. Problem there is that not everyone has vast connections across the net. Which is one of the big problems I see coming from a lot of writers trying to get on EqD for that reader bump. I've read a lot of good stories here not featured on EqD, and quite a few that have been but aren't that great. (Still don't understand why Dashie is such a tearjerker)
Another guess is that there are some authors who selfpromote everywhere, whether it is appropriate or not, to the point where these authors become the stereotype.
2350230
That word-per-day comment bugs me. It's like saying that people who create new music aren't as good as people who play existing music. Sure they probably have less notes at the end of the day to show, but with that came effort at making it all work. Sure, me playing the Super Mario Bros. Theme on piano is bound to have more notes, but the effort in making it was not there, just the effort at learning how to play, much like your friend learned how to fill out all that paperwork.
Dance Central? As a Just Dance player on the Wii U, I am a tad jealous.
2350425 Thank you. I hope it helps if/when you have discussions like that again.
Here's a possible challenge, if you want to prove a point: hand someone who says writing stories is easy a writing implement and then tell them they have five minutes to write an opening paragraph for a story. It can be for any kind of story. And it just has to be a reasonable sized paragraph. Since writing is so easy they should be able to not only crank something out but even make it of passable quality...right?
2351119
Nobody ever steps up to a challenge like that. I've done similar with people who claim that Dance Central isn't a workout or isn't hard: I ask them to prove it by playing one song. I have never had anyone "prove it." They always back out.
2351161 I hope your response is to tell them that backing out is an admission of defeat.
I like to self-promote subtly by constantly telling people how awful my story is, which is completely true. This leads them to click on it and figure out just how bad it really is.
Then some of them end up liking it, anyway.
I know this works as a marketing technique, because I only tried to read The Da Vinci Code after other people pointed out just how awful its prose was. Didn't trick me into reading Twilight, though, thankfully.