I recently listened to a CD of agent extraordinaire (I have to say that because I know he tracks what people say about him on-line! 
) Steve Laube‘s address to the CWA conference in Anaheim. One of the things he said was how books have marked his spiritual journey. They stand as sign posts of growth.
When I was sidelined last week, unable to post here at A Christian Worldview of Fiction, I did some private journaling, and one of my topics was my own list of spiritual-growth books. Interestingly, one of the by-products of that endeavor was a realization that once I found a writer who influenced me greatly or stirred me deeply, I was more than happy to read another book of his, too.
Consequently, my list didn’t have one C. S. Lewis book, it had three. It didn’t have one Larry Crabbe book, it had two (and could easily have had another two).
One small volume on my list that was also on Steve Laube’s also illustrates the point. The volume I’m referring to is a tiny book called The Green Letters, except I read it first under the title Principles of Spiritual Growth. The author, Miles Standford, quoted frequently from someone named Watchman Nee, a person I’d never heard of before. But after reading Principles of Spiritual Growth, I wanted More, so I turned to books written by Watchman Nee.
It may be a no-brainer, but readers, whether looking for spiritual growth or for entertainment, like knowing what they’re going to get when they invest time in a book. That’s why we keep reading the same authors.
That’s also why “buzz” works. Readers trust others of similar taste. When someone you trust says, “Oh, you’ll just LOVE such-and-such a book,” we are far more inclined to buy it and read it than if some advertisement says exactly the same thing. We don’t trust the advertisement nearly as much because we understand their purpose is to sell the book. Our trusted friend or reviewer, though? They will give us an honest opinion, one we can count on to steer us into familiar waters.
Apart from that buzz, however, we tend to stay with the authors we already know have delivered for us in the past. They’ve earned our trust.
All of this, of course, impresses on me the need for a new author to generate buzz, because there is no track record of trust to depend on.
And how is buzz generated? That’s a good topic to explore this week, I think.
Becky,
I think that one reason I have so enjoyed blogging and reviewing is that my list of authors has been stretched and expanded. I do read multiple books by the same author for the very reasons you mentioned, and I am not very daring when it comes to trying something new. Blogging has changed that drastically!
However, re-reads…well, my new favorites will have to do the same as the old…keep delivering good stories if they want a repeat customer! Truly, it is a matter of trust!
Looking forward to reading your posts in 2008,
Kim
I am SO all about creating buzz. I look forward to this series of posts. I have some suggestions to offer, but seriously, I want to learn.
What I would like to find out–if there are any publishers bopping by is how can an author influence the publisher to do more marketing or even get better product placement?
To that end…an author pal of mine, JA Konrath just posted an article about this topic. See what you think:
http://jakonrath.blogspot.com/2008/01/who-knows-you.html
He’s not coming from a Christian perspective, but his marketing ideas are top notch.
It will be interesting to see what ideas everybody comes up with. I know where I work we are all scrambling to create a buzz for our new book (Vintage Vavoom, published by Clarkson Potter) and the launch party. I really can’t imagine what it would be like trying to coordinate a launch if you didn’t have a team of people helping you. We’ve been dividing up the tasks among our staff and interns, and this is for just one launch party. Can’t imagine trying to put together a whole book tour.
I know I plan to pitch in by interviewing the authors on my blogs. But trust me, I’m taking notes on everything we do, because I hope to get my own book published one day.
I went to a magazine launch party once and it was really lavish. Lots of fun and food, and since it was a women’s magazine, lots of fun stuff for women. So I guess finding the right angle is one of the best places to start.
I look forward to reading your series, Becky!
Blessings,
Merrie
Kim, today I definitely think blogging has a key place to play in this whole process. You all understand, of course, that I am speaking not from first hand experience. Some of what I’ll be saying on this topic is hypothetical, but I hope we can come up with some helpful ideas.
Wayne, I’ll be interested in hearing what you have to say about the topic, for sure. As to the placement of books, from what I’ve gleaned from editors, I’d say placement is mostly about sales. Those selling well get placed in the slot that will help them sell well. I know it sounds a little strange. I’d think the best plan would be to help launch a new writer. A few houses do. I’m thinking of Bethany which recently published Katie Cushman’s first novel and secured an ad in Family Christian Stores monthly catalog. Not bad for a first novel! Harvest House is doing a good job for George Bryan Polivka—held the Talk Like a Pirate contest and all.
Oh, and thanks for the link to the related article. Was interesting.
Merrie, I think creating buzz with a team and a national platform is ideal. Your magazine group is the perfect illustration of my last point in today’s post. They have specific target audiences, so the likelihood of the book capturing universal attention is slim, but it can sweep the niche, and then possibly spill out into others.
Becky
Good series!!!
[...] you begin to generate trust. And people like trusting their favorite authors. When readers trust, they buy more of the same: they feel like they know what they’re getting and that makes them happy. Increased sales, being [...]