Summer Reruns: The Pain of Promotion

This expanded article originally posted on October 9, 2013.

Not long ago I read a novel by an author I'd not read before, selected it late one night from the sales pages of Christianbook.com when I'd run out of things to read. The first thing that caught my attention was that it was published by NavPress, the house that published my first two novels, so I read the opening pages and was intrigued enough to order it. It was surprisingly good, a refreshing find, completely out of the box for CBA. It was published in 2006. In my opinion, CBA has tightened its net, so to speak, in the intervening years, and I'm not sure this book would find a home in CBA these days.

The author, first name Annette, did a remarkable job of writing a male protagonist (a topic we discussed on this blog in August 2013). She wrote real-world characters you could truly identify with, who had goals beyond getting the girl/guy next door, and problems that look a lot like mine; problems that don't always have good solutions. I applauded her guts and her ability, and sent her an email saying how much I'd enjoyed the novel. Her response kind of blew me away. She graciously gave me permission to share some of what was contained therein.

Annette is the author of 13 novels, the first published in 1997. It sold roughly 140,000 copies. The others, combined, sold about the same number. Combined or not, I was struck with Serious Envy when I read her sales numbers. I've never come close to that, nowhere near, though I never stop working at it.

But it was her next statement that really blew me away. She wrote, "As for why I stopped writing ..."

Excuse me?!?

Stopped writing?!?

With that kind of success?!?

Yes. Stopped. She had three main reasons:

First, I absolutely cannot bear promoting. I'm quite private, more so as I've gotten older (I'm 54). I am the only person I know not on Facebook. When I began writing, promotion meant speaking a bit, doing book signings, giving out bookmarks. I did do a blog for a bit, and didn't mind that. But now ... I just can't do all that is expected and needed of an author. When I weighed the pain of promoting vs the joy of writing for publication, writing did not come out on top. I do not see how someone unwilling to promote can publish today.

Second, writing was never a calling for me. I loved it. It came easily and naturally for me, and I had a talent for it. I read a few how-to books and subscribed to Writer's Digest, but I never took a writing class. I attended my first conference after I'd had 7 books out. It wasn't something I longed for or dreamed about. I was a voracious reader, but really never thought being an author was in the realm of reality. It was an amazing surprise.

But my true calling? Hospice nursing. I've been an RN since age 20. It is what I was born to do. It is where I have served, where I have done my best work. It was easy to let writing slip away when it wasn't my only thing, or even my main thing.

"Wasn't my only thing, or even my main thing."  That line really struck me. Because aside from my relationship with my family and God, writing IS my main thing and has been for 28 years. Aside from unforeseen circumstances, I have no intention of stopping. But I completely get what she's saying. Debbie wrote a great post on the truth about introverts. Many writers are introverts --- and shy to boot, as Lori Benton pointed out in the comments to Debbie's post. That certainly describes me. So when Annette said she couldn't bear self-promotion, I could relate so well. And yet, as she points out, someone unwilling to self-promote these days won't get far as an author.

The environment we find ourselves in as writers is somewhat a dichotomy. On one hand, publishing opportunities are greater --- and less costly --- than ever before, if one is willing to go the independent route. Because many authors, even those who have been multi-published traditionally, are choosing to go independent, the stigma of self-publishing is diminishing.

On the other hand, going independent means the full weight of promotion falls on the author. And for those of us --- which basically is all of us --- who dislike self-promotion, it makes the writing life that much harder. Building a readership is like tossing a stone into water and watching the ripple spread out from the initial splash. Turning that ripple into a tsunami is the goal, but how do you do that?

We learned from Latayne's post last week that Lisa Samson, an author all of us here respect and admire, has thrown in the towel, primarily because of the demands of marketing. She's not the only author to give up on writing, at least in the traditional sense of publishing. The burden of marketing is a huge factor in the decisions, but it isn't the only factor. Authors with really good sales numbers are finding it difficult to get contracts these days, or if they do get contracts, to get the type of advances they're used to and need to get by.

That makes the ground beneath my feet unstable indeed, because I don't have the sales numbers, I don't have the industry contacts anymore. I don't have the following of a Lisa Samson. But what I still have is the desire and tenacity to press on ... in spite of another recent series of frustrations and setbacks. And so I press on. Especially for the next novel I plan to release, because of all the stories I've written, this is the one I most believe in; the one I so want to succeed. I have no idea what kind of success it will be met with, but my daughter Deanne helped put things in perspective when she said, "If you sell your books to 100 or 1,000,000 people, continue to write. Do your best to market and earn money, but keep writing.  God didn't give you the passion and the talent...and the story for you to quit because of someone else's version of success. You are successful because you've completed the task. And your writing is stellar."

I appreciate her encouragement so much.

Have you found a way to balance writing with promotion, and have you found a promotional tool that's been successful for you? Is the fear of promotional responsibilities enough to give you pause in your writing, or perhaps deter you from going independent? What, if anything, would make you put down your pen for good?

Deal Breakers

Sharon's post on Wednesday was a God-thing.  I'll be honest - through a snafu on our part (it happens) we did a bit of scrambling and Sharon came in to pinch-hit.  She wasn't on the schedule to post, but God had it planned that she should. What a stirring, honest post and what thought-provoking responses! We would love to keep the conversation going, so please feel free to comment on Sharon's post if you still want to contribute.

If someone asked about the main distinction between books in the CBA and ABA, I would say that at the core, CBA books present a Christian worldview.  Some ABA books meet that qualification also, although not as many, or at least some of their characters respond from a Christian worldview.  Further I might add that books in the CBA don't usually contain swear words or blatant sexuality because publishers are too smart to offend their target audiences.  Big picture words might include redemption, forgiveness, healing, self-sacrifice and love.  The story's closure may be a bit open-ended, but it will have hope. Many readers expect to see their characters' faith in action and this, I think, is where readers can become disappointed in Christian fiction.  It's either too much or not enough.  Interestingly, my books have been accused of both.

As writers, we project bits of our own perceptions and personalities onto our characters.  For me to create a character that is overly demonstrative, flamboyant or outspoken as a Christian would be a caricature, and would simply not ring true.  I come from a long line of very private people with quiet faith.  Quiet faith does not mean ineffective. My character is not going to stop and pray over every minor decision or meal or problem, and she won't speak 'Christianese.' Will my character sense God's leading in her life and ask Him for help? Most assuredly.  Will she understand that Jesus loves her even though she's imperfect? Yes. Will he help her solve all her problems? No, but he will show her she's not going through them alone.

This won't be enough for some readers and it will be too much for others.  I can't please everyone, but  I understand that this can be a deal breaker.  Sometimes a theme is so subtle and understated that it runs through the story like a whisper instead of a marching band. That doesn't make it less effective and may be more appealing to an intuitive reader.

So, please feel free to continue your comments here for Sharon's post or get specific about what is too much or falls short in regard to today's. We'd love to hear!

Casting the Net

Latayne's post on Monday generated some good comments and good reading selections that I added to my summer reading list. Blue Hole Back Home by Joy Jordan Lake was mentioned, which happens to be one of my very favorite novels. Thank you all for your contributions.
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A paragraph in the comment by Anonymous was something I could really relate to. In speaking about a recently read novel, Anonymous said: "I understand that this is only one sample by one author. I have read many excellent CBA novels. But if I were new to Christian literature and this were the first I'd read, I would perhaps share some of the stereotypes and misunderstandings that cling to the genre." I'm going to go out on a limb here and give my own honest opinion about what Anonymous said.

I believe some years back, CBA cast a relatively wide net in an effort to appeal to a relatively broad audience. I realize I twice qualified my statement. But "relatively speaking" is the best I can do. With their relatively wide net, they caught an audience to which a few genres appealed in a big way, and because publishing is a business like any other, they focused on that audience to the exclusion of any others to any real degree. That left those of us who don't write in those genres without contracts; and what's so much worse in my opinion, they disenfranchised a much larger audience not inclined to read the pet genres that CBA decided to major in.
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There. I said it. Gulp. And what's more, I believe it.
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There are a number of authors who previously published with CBA that have in recent years begun to publish with ABA. Most of them are who I considered to be the top authors of Christian fiction. I even know of one who has stopped writing altogether because she couldn't begin to make a living with her writing. And she was well-published and extremely well-known. It's a travesty, in my opinion, that someone of her caliber would throw in the towel because she either could no longer get past the gatekeepers, or couldn't get a reasonable share of the marketing budget of her publishers. Others, as Patti touched on last week, are taking the indie route. I happen to be one of them, and will have a new release to launch in the next couple of weeks, which I look forward to sharing with you.
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So I'd like to have an open forum today and an honest discussion about CBA and where you fit as a reader. Do you agree with the comment by Anonymous and/or my assessment? If so, in part or in whole? If not, why not? We've skirted around this issue in the past. Now I'd like to throw wide the doors and really talk about it. Please. Let us hear from you.

I suspect. . .

We love it here at NovelMatters when a stimulating discussion -- such as the one about "Keepers"-- sparks the kind of comments that make people think.

Well, we -- Bonnie, Debbie, Katy, Patti, Sharon and I -- often discuss the discussions in a flurry of emails. And after the "Keeper" discussion, Sharon noted the high percentage of non-CBA novels in the overall list that you readers provided.

Why is that, Sharon wondered.

I spent several years as a book reviewer for the CBA market with my own column in a publication called Release, as well as freelancing for America Online, A Closer Look, and other publications. One point of pride was that I read, cover to cover, every book I reviewed (except for two Bible reference books.) I tried to find good fiction to review because I love mystery and suspense and literary fiction.

It was an uphill battle. The Christian novel, overall, was not a keeper. In fact, looking over my library now, 15 years later, I can say that most of them were tossers. There were notable exceptions -- the Buechners and Blackstocks and Paul Maier-- but most of them I gave away.

Fast forward to now. A new generation of excellence in Christian fiction is hitting its stride. But even we, the tuned-in and sympathetic who want Christian fiction to be known for that excellence, still see ABA fiction often in a class above.

I have some suspicions about why we see things that way. Here are some of those suspicions.

1) Both secular and Christian readers are sensitized to any story that even smells like it has religion tacked onto it without being an inherent element in the story.

2) We have been infected by the secular world's images of religious people (for instance, most evangelical-types are depicted as intolerant and often oppressive on network television.)

3) If the sales figures are accurate, we are not as comfortable with contemporary Christian fiction set in the present among "regular" people. That's why Amish novels are so hot right now. We can read about being a courageous Christian woman during the first century or World War I. Or in a rural setting or among an ethnic group of which we are not members.

4) Much Christian fiction isn't well-written? (Yes, the font size was intentional.)

Now, I may be WAY off base in what I'm thinking. Maybe it's all statistical -- there are a bazillion secular writers compared to published Christian writers.

What do you think? Are there other factors afoot?

Behind the Stacks - Judy Gann Explains Marketing to Libraries

Novel Matters is thrilled to host Judy Gann, a librarian with over twenty-five years experience, Judy Gann selects Christian fiction for a large library system in Washington state. She has presented "Behind the Stacks" library marketing workshops at writers conferences throughout the United States, including the Oregon Christian Writers Conference, Mount Hermon Christian Writers Conference, and the annual ACFW Conference. Judy is the author of The God of All Comfort: Devotions of Hope for Those Who Chronically Suffer (AMG Publishers). Visit Judy at her website.

Judy is here to talk books - library books. She knows the ins and outs, the dos and don'ts of marketing your book to the library system. She's here today, answering frequently asked questions about the nuts and bolts of marketing Christian fiction to libraries.

Behind the Stacks: Marketing to Public Libraries

Why should a writer even consider marketing to libraries? After all, if people borrow our books from the library, they won't buy them at a bookstore.

This is the number one misconception authors have about marketing to public libraries. To me, the key is to think of libraries as an additional market, not instead of bookstores, but as another piece of your marketing plan. As independent bookstores close at an alarming rate and chains stock mostly bestsellers, we need to find new venues for connecting with the audiences for our books.

The public library serves an entire population that doesn't frequent bookstores, reaching a new audience for your books. This is especially true during tough economic times. Library use has skyrocketed during the current recession. Library users are also great word-of-mouth promoters. They'll check out a book and tell a friend about it, possibly resulting in an additional sale. Many people borrow a book from the library, discover a new author, and then purchase the author's other titles.

For those of you who like statistics, a 2008 U.S. News/CNN Poll revealed Americans make 3.6 billion visits to libraries per year; 57% of adults visited the library in the previous year; and 80% borrow from the library. In addition, libraries spent $1.9 billion on books in 2007, and 60% of midlist book sales go to libraries.

There are a lot of libraries out there, Judy. Where should we begin?

There's no place like home. Begin with your local library. I recommend becoming acquainted with your library and staff while writing your book. The library has fabulous new online databases for writers doing research for their novels - far beyond what you'll find through general internet searching - and far more accurate. Introduce yourself to the staff. We love to help local authors, and take a vested interest in their book projects.

After you sign a contract, work with your publisher to submit your novel to the key reviewing journals used by library acquisitions librarians. These include Publisher's Weekly, Booklist, and Library Journal. These journals require ARCs well in advance of publication date. Partner with your publisher. See what they are doing to market to libraries and build on their efforts.

When your book releases ask your local library to consider purchasing your book. (See additional information about how to approach libraries below.) Libraries are supportive of local authors. Partner with your library to do a reading or event, or offer to teach writing workshops for the public.

How should an author select the libraries to market to?

Begin with your home state. If your book is set in a particular state, also target libraries in that state. Virginia Smith has successfully targeted libraries in Kentucky - the setting for several of her novels.

There are approximately 16,000 public libraries in the United States. Obvioiusly, you can't target all of them. Use public library locators - online databases of public libraries in the United States. I recommend Library Technology Guides (http://www.librarytechnology.org/USPublicLibraries.pl) and State Library Web Sites (http://dpi.wi.gov/pld/statelib.html).

Beyond your local library, you want to target library systems rather than independent libraries. Library systems are made up of branches, and their book purchasing is done at a central location. They may include as few as one or two, or as many as eighteen to twenty or more branches, with the potential for purchasing multiple copies of your book. Independent libraries are their own entity with small budgets. They may purchase one copy of your book. This is a general rule and there are exceptions, depending on the topic of your book, reviews, etc.

What I like about the Library Technology Guide site is that it lists library systems and branches. For example, under "Texas," you'll find an alphabetical list of libraries by city and county. If the library is a system, branches are listed. A word of warning: this site hasn't been updated in a while. Check the State Library Web Sites guide for updated information about a particular library system or library.

Your own Sharon Souza is becoming a pro at using these locators to target public libraries with good success.

Who do you target at the library and what do you say to them?

Target the purchasing decision makers. These librarians are usually called acquisitions librarians or collection development librarians. In a large libary system they work at the main library or administration building.

Watch your wording when you approach staff with a copy of your book. Never use the word "donation." Donated books end up in our Friends of the Library book sales. Tell the staff you'd like them to "consider this book for purchase." Ask the staff to send your book to the librarian who makes the purchasing decisions for the library.

Before my last "Behind the Stacks" presentation I surveyed acquisitions librarians to see whether they prefer receiving e-mails or snail-mails. They overwhelmingly preferred snail-mail. Acquisitions librarians are inundated with e-mails from publishers and authors. A well-designed, professional flyer sent through the mail will stand out in the crowd.

Is there a particularly good time of year to approach libraries?

A library's purchasing of materials is tied to its budget year. If the library's budget year is from January-December, key buying seasons are late January to March - when we have new monies - and September to November - when all funds must be spent before the end of the budget year (usually money must be spent by Nov. 30).

What other thoughts would you like to share with us about marketing to public libraries?

A word of caution. Like other public agencies, public libraries are facing budget cuts. Yes, libraries continue to purchase books. But they are being far more selective. Sound like publishers and bookstores? We as authors must write the best books possible, work with our publishers to garner reviews from the key library review journals, and carefully target libraries, beginning with those in our local area.

On a more positive note, CBA fiction is "hot" in public libraries right now. Just as Christian fiction maintains a growing presence in general market bookstores such as Barnes & Noble, it's also gaining in popularity in public libraries. Librarians realize the quality of Christian fiction has improved greatly in recent years. Our library patrons, like bookstore shoppers, are searching for books that offer a good read coupled with hope. Where better to find this than in Christian fiction?

Ladies, thank you! It has been a joy to visit with you and your Novel Matters audience.

Thank YOU, Judy, for your wisdom and generosity. It is a rare thing to find someone so willing to share her knowledge and experience with others. You are a treasure!

Fine Line or Green Belt?

I was intentionally quiet on the comments this week as I prepared for my post on this topic. Ethics in Christian fiction covers a broad range of ideas with very subjective opinions covering both ends of the spectrum and everything between.

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We've talked about Christian conversion and violence in CBA fiction, but other issues that fit the topic are sex, profanity, the fear factor -- how far to go with disturbing or frightening material -- to name a few.

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I've racked my brain this week trying to recall a conversation I recently had with someone about edgy fiction in CBA. I can't remember who the conversation was with, but I remember the essence. The person I spoke with said she doesn't believe getting as close to the edge of the cliff of decency is what defines "edgy." Rather it's addressing the really tough issues with honesty while preserving the Christian standard. That's the finest definition of "edgy" I've heard and it's given me a new way of looking at things.

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Debbie and Katy mentioned a Mount Hermon keynote speaker from a few years ago who said if we soft-pedal darkness, we diminish God's glory to overcome it. (Yes, Katy, it was Ted Dekker, and his address was amazing.) I completely agree, but there's a way to do that without crossing the line. Which brings me to the title of this post. Is it a fine line between the standards of CBA and ABA fiction, or is it more of a greenbelt, a span between the borders? Do we come as close to the line as we can possibly get, falling within Christian publishing guidelines by a hair's breadth? Or do we leave a gulf fixed between us? After that conversation with my elusive friend, I'm not so inclined to think of it as a fine line anymore.

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I just finished the latest novel of a best-selling Christian author, who most definitely addressed several tough subjects -- and came as close to publishing profanity as I've seen in CBA. First letters followed by the appropriate number of dashes left little to the imagination. The publisher might as well have spelled out the words and been done with it. In my opinion, it wasn't edgy it was gratuitous. The same novel also talked about sex in a way I've not read in CBA, yet I didn't have a problem with it, because it was germane to the story. It wasn't there to titillate.

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There are so many gray areas when you get into a topic like this and countless opinions as to how they should be addressed. I think Lori Benton said it best in her comment: "That niggling voice was telling me I'd crossed a line." As Christians we answer to God, so it's best we listen to Him. There's a world of difference between believers and unbelivers, and I think it should be clearly evident in our writing. Do you agree or disagree? I'd love to hear your thoughts.