Category Archives: writing tips

Mistakes Authors Make

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by Michelle Gagnon

I recently read an excellent post by Rowena Cherry on some of the cardinal sins writers commit, and it really struck a chord, probably because in the past I’ve been guilty of most of them.

So here’s my advice on how to to make blatant self-promotion (aka BSP) less blatant…

  • Mailing lists: only add people who actually agree to be added. I’ve opened my inbox to discover newsletters from people I served on panels with, people I helped out by reading their manuscripts, and people I’ve never even heard of. As it is, I receive a few hundred emails a day- the last thing I want is more to sift through, UNLESS I signed up independently. The irony is that some of these newsletters I probably would be interested in, but being added without my permission is such a turn-off, it puts a black mark next to that writer’s name for me.


  • Newsletters: Send them out occasionally, and as John so aptly said on Friday, only when you have real news to report. If I’m getting a newsletter from someone on a weekly basis, I tend to delete it without opening, or to unsubscribe. Not many of us have exciting news occurring on a daily basis (I’m lucky to have one exciting thing happen a month, actually). I tend to send out newsletters 4-6 times/year, mostly clustered around release dates.


  • Newsgroups: A large portion of those hundreds of emails that I receive originate from various newsgroups and listservs. And invariably, on almost a daily basis, there’s a post that starts, “If you like reading such-and-so, you’ll love my new thriller about…The best way to get people interested in your book is not to push it every time someone starts a thread about Lee Child. Participate: if you enjoy those author’s books as well, say so. Be an active member of a listserv, not just popping out of lurkdom to announce the release of your latest opus. Because unless the other participants have some familiarity with you, chances are it will do more harm than good. As you build up a presence, then you can-OCCASIONALLY- mention your next book. Better yet, just include the title and release date as part of your signature. As members start to recognize your name, they’ll most likely become curious about your work, too. Anything else smacks of tooting your own horn.


  • Groups like GoodReads, 4MA, Shelfari, Dorothy L, and many others exist mainly for fans. I remember one time when the author of one group’s monthly read discovered they were discussing his book. He joined the list, and popped up with all sorts of explanations. And the conversation promptly shut down. Because the truth is, sometimes fans are thrilled to have an author participate in their discussions- but if that’s what they want, they’ll usually invite you. If you show up unannounced, you become the equivalent of a party crasher. They clearly were not about to say anything negative about the book when the author was reading every word (after all, some of these fans have their own manuscripts tucked away in a drawer, and wisely didn’t want to annoy someone they might seek a blurb from down the line). If you’re going to take part in these groups, do so as a fan. If you want to directly promote your book, take part in GoodReads giveaway program, or buy advertising with one of the sites targeted to readers of your genre.


  • Likewise, if all you do on your Facebook, MySpace, and Twitter pages is post updates on your own work, everyone outside of immediate family will probably rapidly tire of it. It’s the virtual equivalent of the guy at a cocktail party who won’t stop talking about himself. Instead, post links to interesting articles you stumble across, writing-related or otherwise. Respond to people who take the time to comment on your links. Answer messages people send. The trick is to have a real dialogue, rather than perpetually shouting the title of your book from the rooftops.
  • Poking, hugging, and otherwise molesting social network friends: personally, I find the deluge of emails inviting me to join fairy kingdoms, battle mobsters, or start a farm annoying. I barely have time to maintain my ongoing feud with the Petriarca family in real life, for Pete’s sake, never mind planting green beans that I could actually eat. Now, I know there are people out there who love those aspects of Facebook and MySpace; but don’t assume that others want to participate. That checkbox, where you can invite all your friends? I recommend avoiding it. Same goes for virtual hugs, flowers, postcards, angels, and whatever else is out there.

Now, what you can do…

  • Make it easy for people to sign up for your newsletter, and to friend you on the social networking sites (in other words, clear and user-friendly website design is crucial). Also make sure to keep the information on your website current.
  • If you see that someone has read your books on Shelfari or Goodreads, extend a friend invitation- then it’s their choice (this works better with people who liked your books).
  • Keep your author pages up to date across all social networking sites, focusing mainly on the ones you have the time and inclination to maintain.
  • Bring a notebook to any and all author events, making it clear that people only need sign it if they want to join your newsletter mailing list.
  • When you craft a newsletter, keep it short, to the point, and interesting.
  • On the newsgroups, follow my Southern friend’s “ABC” rule- Always Be Charming. Getting into a spirited debate is fine, but there are people on the listservs who quickly become notorious for abrasive or obnoxious posts. That sort of behavior definitely won’t help sell books.

And finally, remember that the most important thing is to achieve a balance. Don’t spend so much time discussing other people’s books that you neglect to work on your own.

The Plot Thickens

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By Joe Moore

When you write a story, whether it’s short fiction or a novel-length manuscript, there are always two major components to deal with: characters and plot. Combined, they make up the “body” of the story. And of the two, the plot can be thought of as the skeleton while the characters are the meat and muscle.

skeleton1 When it comes to building your plot, nothing should be random or by accident. It may appear random to the reader but every turn of the plot should be significant and move the story to its final conclusion. Every element, whether it deals with a character’s inner or outer being should contribute to furthering the story.

In order to determine the significance of each element, always ask why. Why does he look or dress that way? Why did she say or react in that manner? Why does the action take place in this particular location as opposed to that setting? If you ask why, and don’t get a convincing answer, delete or change the element. Every word, every sentence, every detail must matter. If they don’t, and there’s a chance they could confuse the reader or get in the way of the story, change or delete.

Your plot should grow out of the obstructions placed in the character’s path. What is causing the protagonist to stand up for his beliefs? What is motivating her to fight for survival? That’s what makes up the critical points of the plot—those obstacles placed in the path of your characters.

Be careful of overreaction; a character acting or reacting beyond the belief model you’ve built in your reader’s mind. There’s nothing wrong with placing an ordinary person in an extraordinary situation—that’s what great stories are made from. But you must build your character in such a manner that his actions and reactions to each plot point are plausible. Push the character, but keep them in the realm of reality. A man who has never been in an airplane cannot be expected to fly a passenger plane. But a private pilot who has flown small planes could be able to fly a large passenger plane and possibly land it. The actions and the obstacles can be thrilling, but must be believable.

Avoid melodrama in your plot—the actions of a character without believable motivation. Action for the sake of action is empty and two-dimensional. Each character should have a pressing agenda from which the plot unfolds. That agenda is what motivates their actions. The reader should care about the individual’s agenda, but what’s more important is that the reader believes the characters care about their own agendas. And as each character pursues his or her agenda, they should periodically face roadblocks and never quite get everything they want. The protagonist should always stand in the way of the antagonist, and vice versa.

Another plot tripwire to avoid is deus ex machina (god from the machine) whereby a previously unsolvable problem is suddenly overcome by a contrived element: the sudden introduction of a new character or device. Doing so is cheap writing and you run the risk of losing your reader. Instead, use foreshadowing to place elements into the plot that, if added up, will present a believable solution to the problem. The character may have to work hard at it, but in the end, the reader will accept it as plausible.

Always consider your plot as a series of opportunities for your character to reveal his or her true self. The plot should offer the character a chance to be better (or worse in the case of the antagonist) than they were in the beginning. The opportunities manifest themselves in the form of obstacles, roadblocks and detours. If the path were straight and level with smooth sailing, the plot would be dull and boring. Give your characters a chance to shine. Let them grow and develop by building a strong skeleton on which to flesh out their true selves.

When you begin working on a new story, do you develop your plot or characters first? Do you believe that a book can be primarily “plot driven” or “character driven”?

Flashback to the future

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By Joe Moore

Flashback is a writing technique that allows the author to convey backstory while remaining in the present. It usually involves a situation in which something in a  current scene causes a character to reminisce or ponder a past event. The reason to create a flashback is to build character or advance the plot, or both. The secret to successfully employing this technique is to construct a smooth transition into and out of the flashback so as not to confuse the reader.

One of the easiest ways to enter a flashback is with the word “had”.

As Jim walked through his old neighborhood, a distant dog barking reminded him of the day he and his friends had skipped school to . . .

In addition, you want to shift the time progression from simple past tense (As Jim walked) to the past perfect tense (his friends had decided). Once you’ve entered the flashback and established the “past”, you can then revert back to simple past tense. At the conclusion of the flashback, use “had” again to transition back to current time.

Jim climbed the steps of his childhood home knowing those summer days with his friends had been the best times of his life.

In addition to transitions in and out of the flashback, it’s also important that the timeframe in which the flashback covers somewhat matches the real-time in which it’s experienced by the character. For instance, a flashback that covers the highs and lows of a woman’s previous marriage cannot be experienced during her stroll from the kitchen to the bedroom. But it would be an acceptable timeframe if she poured a glass of wine, strolled out onto her back porch and experienced it while sitting and watching the sun set and night fall. The reader must accept that the past and present timeframes are not unreasonably out of sync.

One final thought about flashbacks: it’s not a good idea to use one in the first few chapters. They can be quite confusing if thrown at the reader too soon. Wait until your reader has established at least a basic relationship with a character before taking them on a leap into the past. Flashbacks should be used sparingly. Better yet, use other techniques to relay backstory and avoid flashbacks altogether.

What do you think about flashbacks? Do you use them in your writing? As a reader, do they work for you? Are flashbacks a necessary evil or a solid writing tool?

The Big Score

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By Joe Moore

Over at Murderati, my friend Brett Battles  recently blogged about writing while listening to music. Since I’m a big believer in doing it, I thought I’d add my two cents to the topic.

Lets start by looking at the cinema. Arguably, a movie would lose its impact without music. Even in the days of silent movies, there was a live piano player in the theater whose job was to add drama to each scene. You can have the greatest photography, acting, direction, set design and script, but without music, the movie would probably fall flat. Not to be confused with what some call movie soundtracks–usually a collection contemporary tunes–movie scores are written and orchestrated pieces of original music specifically score designed for a particular scene. They enhance and  support the visual images. If you listen to a movie score isolated from the visuals, it can verge on being classical in nature. As a matter of fact, I consider names like Trevor Jones, Randy Edelman, Hans Zimmer, Ennio Morricone, James Horner, John Williams, Howard Shore, and many others to be our modern day classical composers.

I discovered many years ago that I could also use the element of music to help me write. Someone gave me the CD score to THE MISSION with Robert De Niro. It happened to be playing on my stereo as I started a new chapter, and I realized that the music set exactly the same mood as the scene on which I was working. So from then on, as I watched movies I would pay particular attention to the scores. If they evoked the type of mood I sought in my WIP, or just set a very cool, dramatic, romantic or spooky mood, I would order the CD and rip it to MP3.

I now have a huge collection of scores on my computer and rarely sit down to write without my MP3 player on “shuffle”. I don’t use any music with lyrics since I find that other people’s words distract me. That’s why scores work so well—in most cases they are instrumental.

So if you’d like to try writing dramatic scenes to music, here’s a short list of my favorite CDs that seem to have it all when it comes to creating a mood found in most mysteries and thrillers.

A Beautiful Mind, James Horner

The Bone Collector, Craig Armstrong

Breach, Mychael Danna

Burn After Reading, Carter Burwell

Crash, Howard Shore

Diabolique, Rand Edelman

A Very Long Engagement, Angelo Badalamenti

The Forgotten, James Horner

Gothika, John Ottman

House of Sand and Fog, James Horner

The Human Stain, Rachel Portman

The Illusionist, Philip Glass

The Lives of Others, Gabriel Yared

March of the Penguins, Alex Wurman

Munich, John Williams

One Hour Photo, Reinhold Heil

Passengers, Edward Shearmur

Premonition, Klaus Badelt

Runaway Jury, Christopher Young

The Sentinel, Christophe Beck

The Hours, Philip Glass

The Missing, James Horner

Unfaithful, Jan Kaczmarek

Amazon lets you sample the tracks before you purchase, so enjoy listening then find the one that fits your WIP.

Do you write to music? Lyrics or instrumental. What are your top five CDs for background music while you write?

WORK THOSE L’IL DOGGIES

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by Simon Wood

Today TKZ is thrilled to welcome Simon Wood, a darn good writer who I was fortunate enough to tour with last summer (I can still recite his “one time I literally ran into an assassin” story by heart). He shares a unique take on what we’ve been discussing quite a bit lately, creative ways for authors to earn a living in the digital age.

The writing world is an odd industry, but no different from any other. I think writers sometimes forget that our stories are commodities. A writer’s body of work doesn’t lose its value. Therefore, stories should be worked for all they’re worth.

I didn’t look at my work this way until I heard science fiction and fantasy legend Gene Wolfe speak at a convention a few years ago where he was the guest of honor. He was talking about how he’s always made his stories work for him. A good story doesn’t have to end its life at its first printing. Like Halley’s Comet, it can keep coming back again and again for the enjoyment of a new audience. He’d calculated how much some of his stories had earned for him. A number of his stories had earned several dollars per word. Admittedly, it had taken a couple of decades to do that. Nevertheless, that was pretty amazing.

This was quite a revelation to me. I took to heart what Gene had said. I’d had a handful of stories published so far, most earning a couple of cents per word on average. I looked at my body of work and found ways of getting my stories published and re-published. Stories I sold to print markets I resold to webzines. I looked to foreign language markets where the story would be fresh. Within a couple of years, I’d resold some of my stories three times over.

While I still have a couple of stories reprinted every year, with print markets shrinking and most other markets looking for unpublished fiction, I turned to the internet. A few years ago, I discovered Fictionwise.com. They were only interested in previously published fiction. They operate on a similar platform as iTunes where users downloaded stories like people do with songs. It’s worked out very nicely. My stories are still available and their popularity is determined by the readers.

I’m now taking this approach with my books that are going out of print. I like to think there’s a demand for these books. Maybe not enough for a re-issue, but there’s certainly more than enough for e-publishing. The likes of Amazon’s Kindle and Smashwords.com have made it easy for me to keep my books out there and meet a demand. I’ve recently e-published DRAGGED INTO DARKNESS and WORKING STIFFS, two books of mine that I believe contain good work.

This is where a little discretion comes in too. I’m only republishing things that people ask about or that I can hand-on-heart say represent my best writing. There’s no point in me putting out things that are subpar. And I’ll be honest. There’s stories of mine that got published, especially in the early years, which I look upon as amateurish now and while I’m not ashamed of those stories I don’t feel they represent what I write now. I could be a total reprint slut and toss everything I’ve ever written at the eBook reader but it’s not worth it. There’s a massive pinball effect with a writer’s work. Someone reads a story and like it, so they check out something else I’ve written. That only works if what is out there is good. If it’s bad, it has the converse effect and they’re unlikely to seek out other works.

I view eBooks as another weapon in my publishing arsenal and not a threat to it. That’s why I’m also going to explore the e-publishing route for some stories that I’ve been sitting on that don’t fall into traditional print publishing options such as novellas and novelettes. There’s certainly an opportunity for me to experiment.

So how has working my stories hard fared for me? Not as well as it has for Gene Wolfe, but I’m getting there. Several of my stories have been picked up for different anthologies and have earned me two and three times what I was originally paid for the piece. One story, TRAFFIC SCHOOL, was published three times, each time earning pro-rates, before I put it on Fictionwise and there, it has found a following. It’s by far my bestselling story by a factor of at least two to one. I think this creepy little short about bad driving habits will be my little goldmine. My work for Writer’s Digest has done well too. A couple of the pieces have been reused two and three times and have earned four-digit paydays. I’ve now placed them on Smashwords.com and I’ll see how they work out there.

At the end of the day, as long as there are readers, stories are commodities that don’t diminish with age or time and the electronic option is helping there. And that’s all good as far as I’m concerned.

Learn more about Simon at www.simonwood.net and his work at:

Kindle Store
Smashwords.com
Fictionwise.com

Building a better robot

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By Joe Moore

Along with plot, setting, dialog, theme, and premise, your story is made up of characters. Hopefully, they’re interesting and believable. If they’re not, here are a few tips on making them so.

It’s important to think of your characters as having a life prior to the story starting, and unless you kill them off, also having a life beyond the last page. You need to know your character’s history. This doesn’t mean you have to explain every detail to the reader, but as the author, you must know it. Humans are creatures molded by our past lives. There’s no difference with your fictional characters. The more you know about them, the more you’ll know how they will react under different circumstances and levels of pressure.

robots The reader doesn’t need to know everyone’s resume and pedigree, but those things that happened to a character prior to the start of the story will help justify their actions and reactions. For instance, a child who fell down a mine shaft and remained in the darkness of that terrible place for days until rescued could, as an adult, harbor a deep fear of cramped dark places when it comes time to escape from one in your story. Why does Indiana Jones stare down into the ancient ruins and hesitate to proceed when he says, “I hate snakes.” We know because he had a frightening encounter with snakes as a youth. But the background info must be dished out to the reader in small doses in order to avoid the dreaded “info dump”. Keep the reader on a need-to-know basis.

Next, realize that your characters drive your plot. If a particular character was taken out of the story, how would the plot change? Does a character add conflict? Conflict is the fuel of the story. Without it, the fire goes out.

Also remember to allow the reader to do a lot of the heavy lifting by building the characters in their mind. Give just enough information to let them form a picture that’s consistent with your intentions. The character they build in their imagination will be much stronger that the one you tried to over-explain. Telling the reader how to think dilutes your story and its strength. Don’t explain a character’s motives or feelings. Let the reader come to their own conclusion based upon the character’s actions and reactions.

Avoid characters of convenience or messengers. By that I mean, don’t bring a character on stage purely to give out information. Make your characters earn their keep by taking part in the story, not just telling the story.

Challenge your characters. Push them just beyond their preset boundaries. Make them question their beliefs and judgment. There’s no place for warm and cozy in a compelling story. Never let them get in a comfort zone. Always keep it just out of their reach.

And finally, make your characters interesting. Place contradictions in their lives that show two sides to their personality such as a philosophy professor that loves soap operas or a minister with a secret gambling addiction. Turn them into multi-faceted human beings in whom the reader can relate. Without strong characters, a great plots fall flat.

So what has this all got to do with building a better robot? Even if you write science fiction or fantasy and your characters are robots or trolls, the memorable ones are those with strong human traits. Think r2d2 and C-3PO.

The Adventures of Balloon Boy

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By Joe Moore

I was listening to James Brown sing “It’s A Man’s World” while trying to decide on adding to the gender bias thread stitched so well into TKZ posts throughout the previous week. But since my fellow blogmates so thoroughly covered the SinC vs. PW dust-up and the related Venus and Mars writing debate, I chose instead to talk about Balloon Boy.

bb1 We all saw it on TV. The Jiffy Pop-shaped silver aircraft streaking over the Colorado landscape. It was mesmerizing watching the helicopters circled the makeshift flying machine like they were covering the arrival of visitors from another planet. The possibility of a 6-year-old boy being trapped inside with the chance that the craft might run out of air and crash or he could come tumbling out at any moment. And we would all witness him cartwheel through the air and slam into farmhouse tin roof or rusty 1950s Chevy pickup. It was drama at its finest. And no one could look away.

If this had been a novel, it would have shot past Dan Brown on the bestseller list with millions lined up to get their copy. As writers, we would have all been asking the same question: Why didn’t I write that? And as readers, we would have been curled up in our beds well into the late night turning those pages as we devoured the story to find out what happened next.

So what can we learn from Balloon Boy when it comes to writing novels? That his story had all the elements of a bestseller.

Initially, there was an immediate grab with extreme danger: Breaking News! A young child’s life was hanging by a thread. Like any great thriller, there was a ticking clock—how long would the craft be able to stay up? Then there was a growing mystery: was the child even in the balloon? The event was ripe with emotion—anyone with children knows the sickening feeling of helplessness as they watched. After all, it could have been their kid.

So we had danger, a young life at stake, time running out, mystery, and gut wrenching emotion. The protagonist was an innocent boy possibly frightened beyond belief and fighting for his life thousands of feet in the air—all in front of a captivated world. And he may only have minutes to live.

Now we all know that for every great protagonist, there should be an equally evil antagonist. In this case, an unlikely character emerged—the boy’s father. As the story progressed after our heavy sigh of relief at finding that the child had been home and save the whole time, the spotlight shifted to the parents, particularly the father. We soon found that he deceived us and caused everyone undue emotional stress. He forced his child to go along with the scheme to fulfill his own personal ambition of securing a family reality show. He even called the local network affiliate to report the runaway balloon before he dialed 911!

The mother was an equal co-conspirator willing to let the plan go forth with full knowledge of the deception. As fear for the child shifted to disgust for the parents and pity for the boy and his siblings, we were taken on a ride that saw our feelings shift from one grand emotion to another as distinctly as a color wheel spotlight shining on an old aluminum Christmas tree—fear, relief, suspicion, revulsion.

The conspiracy started to unravel when Balloon Boy let it slip on a national morning interview that they did it for the “show”. The dedicated local sheriff started digging deeper and finally was able to pull back the façade and expose this despicable conspiracy for what it really was—a lie to capture the headlines and to make money even at the expense of a child.

How does any great story end? The villains get caught and must face their just rewards. The parents have now pleaded guilty and may have to serve jail time.

So what can we learn from Balloon Boy? That it was all there in plain view—the main ingredients for a solid, absorbing and captivating thriller. Boy, I wish I’d written that.

I’d rather have a root canal

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By Joe Moore

The dreaded synopsis. It’s the nasty part of writing fiction that everyone hates. After all, if someone wants to know what your book is about, just read it. Right? The synopsis is right up there with getting a root canal. It’s painful and taxing. But it’s also a fact of life that you’re going to have to produce one sooner or later. Especially if you’re a first-time author. Most writers feel that creating a synopsis is harder than actually writing the book. I agree.

Clare touched on it with her July post. Here’s another look at the task we love to hate.

dentist So what is a synopsis?

It’s taking your book’s 80,000 to 120,000 words and condensing them down to a few pages—a brief description of what your book is about. Imagine draining 99.9% of a human body away and still convey the person’s looks, thoughts and personality. A daunting task at best.

How do you get the job done? First, start by accepting the fact that you have to do it. In order to successfully market your new book, you must be able to tell the story in just a few paragraphs or pages. Barring any unusual submission requirements for a particular agent or publisher, a formal synopsis usually runs a page or two. A great time to write your synopsis is as you do your final read-through before declaring mission accomplished—that the book is done. As you finish reading each chapter, write a paragraph or two describing what happened in that chapter—what was the essence of the chapter as it relates to character, motivation and plot. Keep it short such as: Bob and Mary met for the first time. She thought he was a bore. He thought she was self-centered. They had no choice but to work together.

Also be aware of any emotional threads running through the chapter; love, hate, revenge, etc. and make note of them. But always keep it short.

Once you’ve finished the read-through of your manuscript and making subsequent notes for your synopsis, you will have created a chapter-by-chapter outline. (Don’t you wish you had had it before you began writing your book?) So what you’ve done is condense your manuscript into a manageable overview that hits on all the important points dealing with character development and plot. And it contains the emotional threads that make up the human aspect of your story.

Next step: read your chapter-by-chapter outline and determine the most important elements in your story. If you’ve correctly noted what each chapter contains regarding character, plot, and emotions (motivations), it shouldn’t take too many reads to determine the items that were critical in moving the story forward. Again, keep this new set of notes short and simple.

Even after you’ve completed this task, your fledgling synopsis is probably too long and a bit disjointed. So what you have to do next is blend all the key points together into a short narrative. Here’s one way to do it. Imagine that it’s your job to write the cover blurb that goes on the back of your book. You need it to contain enough information that anyone reading it will become interested in reading the whole book. Begin with your main character and the crisis that she faces. Explain why your character behaves as she does. Touch on the main elements that moved the story forward by referring to your chapter-by-chapter list of events. Always make clear what’s at stake—reveal the “story question”. Remember that you have to tell the whole story in the synopsis. Unlike a real cover blurb where there are no spoilers, the synopsis is going to an agent or editor. You must tell them how the story ends. This is no time to be coy. Tell it all.

A synopsis is a selling tool. It must tell your story in a very short amount of words and still get across the essence of the tale. But even more important, it must show that you can write—it is an example of your skill and craftsmanship. It confirms that you know what your story is about and can express emotion. That you understand plot and character development and human motivation.

What a synopsis is not is the classic elevator pitch or the TV Guide one-sentence description. Instead, it’s the distilled, condensed soul of your book in a few paragraphs.

So, you writers out there—do you enjoy writing a synopsis? Any additional tips on getting through the task without slitting your wrists? Once you’ve been published, does your publisher still require a synopsis before they issue a contract on your next book? If so, do you stick to the synopsis or does the end product differ from the original?

Have you been branded?

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By Joe Moore

Yesterday, my blog mate, Kathryn Lilley, discussed market research and why consumers choose one product over another. To continue Kathryn’s theme, I propose the question: Why are people motivated to purchase one book over another? Is it the author? How about the cover art? The cover blurbs from other writers? The title? The synopsis on the back or inside liner?

All of the above are important, that’s for sure. But I believe one of the biggest factors in motivating a purchase of a book is “brand”, or lack of it in the case of not making the purchase.

Why brand? Readers want consistency. Think of food. Everyone knows exactly what a Burger King Whopper tastes like. The Burger King brand is known worldwide because whooperthey found something that people like and they keep repeating it. I can walk into a Burger King anywhere on the planet and I know what to expect. The same goes for McDonalds, Pizza Hut, Starbucks, KFC, Taco Bell, and hundreds of other well established brands. If I crave a Big Mac, there’s only one place to get it.

I think that the same holds true for books. I can pick up the latest James Paterson, Nora Roberts or Clive Cussler novel and I know what to expect. They have established a consistency in their product that has become their brand. As a matter of fact, their names ARE their brands. All you have to do is mention Patterson, Roberts or Cussler, and anyone who has experienced those brands knows what you’re talking about. Just like the Whopper. You don’t have to explain it to someone who’s already had one.

What is brand? For starters, I think of it as a consistent level of expectancy. By that I mean that the customer/reader expects something to happen each time they make a purchase based upon the brand, and it does—every time. If there ever comes a time when it doesn’t, the customer/reader will abandon the product for a replacement—maybe not the first time, but eventually they will move on.

Now I know what you’re thinking. I’m a debut author. I have no brand. Or I only have a couple of books out. Not enough time to establish a brand yet. Ask yourself this: how strong was James Patterson’s brand when he published Along Came A Spider in 1993? Probably not as strong as it is today. He started with a good story, quality writing and a compelling package, and built it into the James Patterson brand combining it with other vital branding items. Branding goes way beyond story content, style, voice, and other writing elements. It involves your book covers, your website, your blog, your marketing collateral, how you dress in public at signings and conferences, how your email signature is worded—in other words, your brand is your message working in tandem with your personal “packaging”. The good news is that today we have even more avenues for building our brand than Mr. Patterson did 16 years ago.

So, how do you create a brand from your message and personal packaging?

Your message is primarily the words that are contained in your books and the words used to describe your books. The packaging is the “framing” of those words. If the message and the packaging are not synchronized, you will create confusion in the marketplace. You control your message by the content of your stories. And it’s important that you work closely with the publicist and marketing department at your publisher to make sure your message matches the message they produce for promoting your books. If it doesn’t, keep working with them until everyone feels that it does.

What about the packaging decisions you can do yourself?

Start with your website. It’s one of the most important parts of your personal packaging. You’re in control of all aspects of its content and construction. Make sure it looks like your books. I know that sounds pretty basic, but you’d be surprised that the only similarity between some author’s websites and their books is that they show a picture of the book cover. For best packaging results, the entire site should have the same visual feel as your cover(s). If you can’t create or capture that yourself, find a professional to do it. Remember, it’s the TOTAL packaging that helps establish your brand.

Now think about the rest of your collateral material such as business cards, post cards, posters, bookmarks, newsletters, bulletins, etc. Do they project your brand? Are they an extension of your book covers and website? Again, if you can’t achieve a totally consistent personal package, find a professional designer that understands branding and packaging. The investment will pay for itself in the long run.

flynn2 Make sure you know and understand what you want your brand to be. Understand who you are in relation to your brand. What kind of image do you want to portray? I’m not suggesting you come up with some fake persona and act like someone you’re not. But guess what? Being an author is acting. It’s acting out your brand. It’s your personal packaging.

A great example of this is Vince Flynn. He not only delivers a consistent level of quality in his writing and stories, but when flynn1he appears in public as “Vince Flynn the author” for a signing or conference, he acts out the part. His physical brand is obvious: jeans, shirttail out under a sports jacket. In person, he looks like his cover photo. Remember that the first physical connection a reader has with an author is the photo on the back of a book. That portion of the personal packaging had been set in the readers mind. One day that reader/fan will be at a book signing and in walks the author. The reader has a consistent level of expectancy in all things concerning the author’s brand. If the author understands that, it should all come together. They immediately relate.

In building your brand, you must consider all of these items working together. The consumer will come to expect it and it’s to your advantage to deliver.

As a writer, do you feel like you have a brand? If you do, is it the one you want? Are you aware of it? Can you think of some other examples of writers who have a consistent, strong brand?

In the beginning . . .

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By Joe Moore

They say that the most important part of any novel is the beginning. Arguably, it’s the most re-worked portion. I know it seems like I rewrite the first chapter a hundred times before I’m done. But no matter what the story is about, I believe there are a few critical elements that should be present to create a strong beginning. Here they are.

You should always start by showing your hero as a central focal point. Don’t worry too much about detailed descriptions on the surroundings, the weather, and the setting. That can come a page or so later. Just zero in on the protagonist’s state of being.

Firmly establish the situation the protagonist is in. Is she relaxed, nervous, happy, or angry? Consider making the first scene a mirror of what’s to come so that the reader knows right from the get-go what type of person the protagonist is. For instance, if the hero will have to deal with killing someone later in the story, have her see a report of a murder on the news or in the paper and react to it. Is she repulsed by the taking of another’s life or does she think the person on the news got what he had coming? It should be like watching a preview of a coming attraction at the movies. You know what to expect from the character when you get to the meat of the story. So let the opening scene in some way reflect the overall conflict in the book and perhaps specifically predict or foreshadow events to come. Allow the first scene to set the tone for the rest of the story.

Next, give the protagonist something to do that is a primary “tag” to identifying their make-up, their inner core beliefs. You only need one, but it should be a mark of their character that will play a role later. As an example, if the protagonist is able to step in and calm an argument between two co-workers, and do it in a logical manner, it’s a tag that they can solve bigger conflicts later and that their mind works well at problem-solving.

Now comes a vital element in the beginning sequence of any story. You must establish that the protagonist has something important to lose. Conflict must be established from the very first scene. It doesn’t matter what kind of conflict or what’s at stake, but it must be something important to the protagonist. Something the hero cares about has to be threatened. Although some books start with a big scene, perhaps with violence or personal danger, the thing that’s at stake for the protagonist can be as small and personal as forgetting to send a birthday card or neglecting to tell her daughter that she loves her. This shows she has feelings and emotions that are on a basic human level and can be related to by the reader. Even if the big opening scene is a threat on the protagonist’s life, the real thing that’s at stake must be a loss from within her heart, her soul.

Starting with something as big as a threat on her life usually doesn’t work as well because the reader hasn’t had time to get to know the hero and there’s no reason at this early stage to care. Action by itself does nothing to increase the concern the reader has for the protagonist. But regretting that last, missed goodbye sure does. It sets up a relationship between the hero and the reader—a connection of human understanding and emotion that helps the reader care about the character later.

If your book is science fiction or fantasy, it’s a good idea to establish the rules of the road as soon as possible. If the rules say that people can become invisible, go ahead and establish that real quick. The reader must know the rules. Don’t wait until halfway through the book to decide the antagonist can read minds. We need to know about the mind reading thing right away.

Another element that should be present in or near the beginning of your book is the story question. You might think that the story question deals with the protagonist defeating the antagonist. That’s really a plot issue. The story question is much deeper than that and usually deals with an inner want and need of the main character. For instance, in SILENCE OF THE LAMBS Agent Clarice Starling has to find the killer known as Buffalo Bill. But what’s the story question? Can Clarice overcome the childhood trauma she experienced when her policeman father was murdered, then having to deal with living on her uncle’s farm and listening to the terrible screams of the sheep being slaughtered. The story question is answered at the end of the book when Dr. Lecter writes Starling a letter asking her if the lambs have stopped screaming. In the final scene Starling is sleeping quietly and peacefully at a friend’s vacation house at the Maryland seashore. The story question has been resolved.

You should also establish during the beginning of the book your character’s wants and needs. Asking the story question can reflect on what the protagonist wants and what she needs. Clarice wants to catch the killer but she needs to find internal peace from her childhood demons.

Lastly, you should begin your book by establishing your voice and setting the tone and pace of the story. The mood must be nailed down from page one. Your opening scene sets up all of these elements and lets the reader know what to expect from there on out. At this point, you are establishing a contract with your reader to deliver a story that maintains a tone, fulfills their preliminary expectations, and resolves all questions amicably.

What other elements do you think must be present in the beginning to keep your reader turning the pages? Do you always know the story question before you write the beginning of your book? Have you ever bought a book only to find that the author didn’t live up to the contract established in the beginning?