On one hand we have those who believe that “word of mouth” is the best way to “sell” novels (or books in general). If one person likes a story and convinces one other person to buy the book and that person likes it and tells another . . . and so on and so on. In this way blogs and reading/writing web places promote, create buzz, and pass along recommendations in a word of mouth kind of way.
I might be a little skeptical of this theory. The simple reason for my thinking is the amount of time it takes to generate real sales using this method. As you know, I read the three Joe Box mysteries written by John Robinson (Until the Last Dog Dies, When Skylarks Fall, To Skin A Cat). They were old-fashioned style P.I. stories about the contemporary adventures of a 50-ish guy by the name of Joe Box. Joe was likable and skilled, a Viet Nam vet, a new convert to Christianity and, as you might expect, a little rough around the edges. Good stories, a great voice for Joe, reasonable lengths, very entertaining, geared toward men. They went . . . nowhere. Yet everyone who commented on them thoroughly enjoyed the trio of novels.
Another very good author who was contracted with Zondervan for a four novel series (the Homeland Hero Series: Wounded Healer, Warrior’s Heart, Valiant Hope, Standing Strong), a guest here, Donna Fleisher, wrote these books about a friendship between two very different women forged in the Iraqi desert during war, one of them surviving but still struggling with the inner demons of a horrific experience growing up. An editor herself, Donna writes well—interesting dramas with deep insight into her characters, and a strong Christian message which captures the innate difficulties we all face in following Jesus. She is no longer a contracted author.
Neither of these authors was particularly well known. They were once new, not on the high end of the marketing dream teams’ funds. To this day the supposed gurus of CBA marketing haven’t figured out how to market men’s fiction, insisting that men don’t read Christian fiction. I maintain they would if they knew of all the men writing it in this market and where to look for it without appearing to be searching for romances. And for other writers coming onto the marketing scene as unknowns, it’s tough. Have you looked inside any of the larger Christian bookstores lately? There are so many authors with their novels crammed onto shelves “spines out” creating a kind of anonymous presence there if you have no previous knowledge of their work.
Gung-ho authors, agents, editors, and pub boards/teams will advise new authors that they better be willing and able to come up with a marketing strategy to apply to their new book that either enhances or outshines the efforts of the house’s own marketing team. Doesn’t that raise your eyebrows just a bit? The so-called marketing team is getting paid to come up with a viable scheme to sell each and every contracted book—they’re supposed to be the specialized professionals. And yet no matter what some authors do to gain attention for their books, they come up empty, and the sales are disappointing, eventually eliminating them from being contracted.
Let me just say I do think “word of mouth” works, but many times it takes a vicarious route and in the process “time” is of little consequence to those sharing the joys of a good book. It often depends on how many “good” books are in line before it or if another book is in the budget at the time or if the reader really trusts the recommendation. Conversely, “time” is of the essence to publishers. Sales rule. Slow take off means a possible poor performance.
Okay, you knew this was coming . . . Christian authors must trust in the Lord. We do not always realize what God has intended for us. We write because He has ordained it. We get so far as to publish our work, regardless of the varied ways, and . . . what? Not exactly what we—or anyone else—would deem “success”? We question all we’ve done, what we’ve written, how we pursued our dream, the thoughts and prayers which accompanied our vision, and we succumb to disappointment, discouragement, even depression? Why? If we know in our hearts, beyond our self-inflicted doubts, that God has given us this writing thing, then we submit our wills to Him and enjoy the process, whatever it is. Why some have unlimited sales and “success” and we don’t, who can say? If we are faithful to do what God has for us, why should we care? Truly. What business is it of ours what God chooses to do with others’ lives? (John 21:22)
One last thought here. There is this arrogance in today’s publishing world which purports that only the “best” of writing makes it into a published book. I can tell you this is nothing more than a cocky whim. I have read over 200 Christian novels, old and new. There are some exquisite writers and there are some just barely mediocre writers appearing in published books today. The professionals can assert to the throngs that this premise of supremacy in published works is fact, but it is fallible and dishonest. All kinds of writers are published in both the ABA and CBA. If we’re truly in Christ, we know our lives and the writing we produce rest in His hands alone, and in all reality we need to be satisfied with that fact.
And the Word which proceeds from the mouth of God is the only one that gives and speaks and promotes life, encouragement, and truth into our realities.
I thank you for that, God. Let it be that I would accept your design, direction, and affirmation however you choose to give it. Let me never be satisfied with pleasing the flesh. Help me always to pursue what you have for me and nothing else. Yours is the best path, the only path worth following. I’m desperate for you, Jesus. Holy Spirit, speak the Word into my heart and let me have ears to hear and eyes to see your ways alone. In the Name of Jesus, Amen.
*Please continue to pray for Kristy Dykes.*