There’s a lot of noise around a chicken coop. Chickens aren’t quiet birds, especially in groups. Sometimes they squabble among themselves. That’s where we get the phrase “pecking order,” because people – like chickens – like to know who’s better than whom. Ideally the “me” wants to be positioned above the “you.”
Some might argue that’s just human nature, but I prefer to think humans are better than chickens.
See, chickens need to establish a pecking order to organize the social aspects of their flock. Things like who gets to eat first, who gets the good roosting positions, or gets to mate more. It makes sense for the health of the flock that the strongest birds get priority over the weakest.
A lot of the dissension in RMFW – the schism that exists between those of us who chose the traditional path and those who chose to self-publish – bears a striking resemblance to trying to establish the pecking order in our own flock. Those who are stronger will have more of what matters, so it’s important to know who’s stronger.
But here’s the problem.
We’re not talking about who feeds first or who gets the choice roosting positions. We’re talking about art. We’re talking about who gets to participate in the specific form of art we all engage in.
There’s a legitimate perception that the self-published authors are eating all the grain. That we’re an interloper flock that needs to learn its place in the pecking order. We’re perceived as a threat to the status quo.
As I see it, we’re not actually in competition.
We all write, right? We don’t all write the same thing. We’re not all at the same place in our careers. None of us writes like another writer. That’s a good thing.
This schism comes from whom we choose to sell our books to and how.
I’m not competing with any title written by any other author in RMFW. I chose to publish my own words for reasons I feel are justified because that’s what I want from my writing. It’s how I practice my art. I’m not even competing with other indie authors who write in my genre niche. There are not enough writers to satisfy the audience. It’s not like a reader will only read my book so they can’t read anybody else’s. It’s more like there are ten thousand chickens out there who all want to eat, and I’m only throwing one small bag of corn on the ground for them. There are no limits on the number of people who can participate in my niche. Even the traditionally published titles get sold there.
The reality for those on the traditional path is very different. That path is obstructed by fences with few gates, because consolidation of the means of production into the hands of a small number of presses results in an ever-narrowing capacity to produce works, even as there are more and more people vying for those slots. The high-quality books that eventually reach the market aren’t in competition with my books – or any other books – because there is insufficient capacity to produce enough reading material for the global demand, even with the million-plus titles published worldwide per year.
The reason is simple.
It’s art. It’s not fungible. You can’t substitute a Warhol for a Rembrandt, a Stephen King for a Nora Roberts. I won’t read a Clive Cussler. Not my genre. While I occasionally find my TBR pile gets a bit leggy, the reality is that I frequently find myself looking for something new to read. There are millions of books to choose from, but because I don’t read those genres or that author or books that simply fail to appeal to me, I find myself in a well-known situation: 57 channels and there’s nothing on.
Because we sell to different customers – self-published authors sell to readers while traditionally published authors sell to publishers – the two flocks are not in competition with each other. We get our corn from different farmers.
One can argue that my own little basement operation competes with Macmillan and Orbit and Tor and Baen. On its surface, it’s a laughable comparison. My goal as a publisher is to produce works that rival those works produced by the Bigs (and the Smalls and the Mediums). My goal as a publisher is to run my enterprise with sufficient profitability that I can continue to run my enterprise.
But we’re not Rocky Mountain Fiction Publishers. We’re Rocky Mountain Fiction Writers, and we need to support our commonality. We all need to know what to do when the final draft gets saved. Yes, the self-publishers need to know how to produce and market their books, just like the traditional authors need to know how to write a query letter and keep track of submissions. Some brave souls find themselves in the purgatory of working both paths and need all of that.
But at the core, we’re all writers. In the end, there’s nobody here but us chickens.
Image credit: Wikimedia Commons.
Thoughtful and balanced. Thanks, Nathan. We all need the business side of this game, whether indie or traditional no one will read our books if they aren’t published. But as I’m launching my first indie titles, it seems needing to focus more on distributuion and marketing than actual writing. I’m far more interested in learning the craft and being a better writer, than figuring out the selling strategy du jour. But then, I suppose most great cooks don’t like doing dishes! It’s all necessary.
From one chicken to another, well said – or written. Very good comments on the subject.
I’m in the same boat as you, Shannon, I indie published my first book in March, and the marketing and publishing has taken all my time with little or no time left to write. It’s all a learning curve.
Thanks – both of you – for your comments.
Re: publishing. It’s mostly mechanics. There are some good tools that let you format your works for the various market places (Amazon is – like it or not – the 6 million pound gorilla so knowing KDP and CreateSpace will cover 99% of your needs). There are some fine tuning things but mostly it’s stuff like “How to put a graphic separator between scenes” and “Why don’t my ebook chapter breaks start at the top of a new digital page?”
Re: marketing – which people conflate with sales/promotion – probably the only thing you need to start with is “What’s my goal?” That’s your actual strategy.
As for managing sales/promotion, almost everything you’ve been told is probably wrong. If you’re spending more than 10% of your time trying to sell your books – and you only have one title – my best advice is stop trying to sell that book and start building your back list – by making your current title part of it.
(see Marketing Physics: https://rmfw.org/marketing-physics/ )
I spend 99% of my “work time” writing.
I don’t do adverts.
I don’t do price promos.
I don’t spend any money on promotion – other than stocking a few paperbacks to give away.
I don’t seek reviews or send out ARCs
I only post on my blog once a month.
I don’t sent out email newsletters.
I don’t do list swaps.
I don’t spend hours on social media.
I do make 6 figures a year. Even last year when I only released one book.
BUT
I’ve been building my audience for 12 years.
I have 14 novels, all in one series or another.
I have a strategy: I want to sell between 60,000 and 100,000 units a year.
The easiest way to accomplish that is to keep feeding the beast by chucking new titles into the cage as regularly as I can.
My Unique Sales Position is: Nobody finds my books who 1) does not already know me or 2) knows somebody who does.
Which is why I don’t do ads. It violates that basic rule and derails the one thing I rely on to grow my audience (besides writing more books).
I rely on word of mouth to get new readers, and since every reader is somebody who’s “in the club,” they’re predisposed to spread the word. They know *I* don’t.
Thank you, Nathan. Amusing and accurate analogy. 🙂
Excellent observations, as always. I have a couple of manuscripts I may try to self-publish, but I know that’s a lot of work. Balancing the extra work and up-front expenxe against the two years it takes to get a traditionally published book (if you even get a contract) in print is the issue.
Great post, Nathan!
I’m the negative outlier. I’ve been not-doing what you’re not doing, but have tried multiple aspects of SM and other forms of promotion until this month, where I killed all my SM except for my two blogs and website, and I’ve been writing[-as-a-business] for 32 years. I have less than 20 short stories individually published, five novels, and one collection. Publishing succes? I can’t even spell the word.
Just goes to show … nothing works for everybody.
Hang in, Frank. 🙂
Been doin’ so for 32 years. 51 if you count writing since I was six. I think I got that down. :-]
Excellent post, Nathan! Thank you for sharing. It’s definitely a balance between writing and the business side, regardless of how you do it. It all comes with a huge amount of learning, but that’s where your community comes in! 😉