Good morning, everyone. It was my intent to have a compelling piece posted here this morning on the topic of marketing. In fact, the title of the piece is “Always Be Marketing.” But here’s the thing: I’m on vacation, and the current draft kind of sucks.
So, rather than posting something that is sucky, I thought I’d take this week off. See you in two, with a well-considered and edited piece on marketing. Happy Independence Day!
Purposely bad cover created by my sister Kelly to go with bad title
By PJ Parrish
Let me run something by you, just for your opinion. Which of these titles grabs you for a thriller/mystery?
Somebody’s Daughter
Hunger Moon
A Walk in the Woods
We’ll get back to those in a second. But now, let’s talk about one of the most important things you need to succeed in this business. Forget talent, forget perseverance, forget craftsmanship. Even forget luck. I’m thinking today that what you really need is The Title Gene.
Okay, I am being a little flip here (That happens when you’re coming off a bad writing day and no sleep). Of course you need all those other things. But I am beginning to think that you just can’t discount having the knack for great titles. It’s a different talent than book writing. It’s akin to headline writing in journalism. (I once made my living doing this). You have to sum up in one to five words the heart and soul of your story. And make it sound sexy, exciting and oh-so different from every other book screaming for attention on the shelves.
I think we give good title. But I tell you, it is getting harder and harder to come up with something fresh in the crime writing business. How many variations are there on all the usual buzzwords — death, black, darkness, grave, murder, cold, midnight, evil? You get the point.
Titles are a little bit like bras. Finding the right one is a deeply frustrating, uncomfortable exercise and you have to try on a bunch of them to find one that really fits. (Men, you’re on your own here — jockstraps?)
Our first book Dark of of the Moon began life as The Last Rose of Summer (Yuck…and too romancy) and mutated into Circle of Evil (not bad but a little heard-that-before) before I found the Langston Hughes poem “Silhouette” that inspired it. The line was: “Southern gentle lady, do not swoon. They’ve just hung a black man in the dark of the moon.”
Our third book Paint It Black? Well, just listen to the lyrics of the Rolling Stones’ song and you get the shivers. We went back to the Stones for our first stand alone thriller, in their song “Too Much Blood.” We wanted to use that as our title but our editor nixed it and came up with The Killing Song. I still like the Stones title better.
Then there’s our book Thicker Than Water. It’s a good story, one of my faves, but man, what a lousy title. And guess what? It was our worst-seller. Its original title was Flesh and Blood but Jonathon Kellerman had a book coming out the same time with the same title and our editor told us, “Your book will suffer.” Lisa Gardner had a book called Gone, same title as Kellerman. I wonder if she suffered?
We followed up with Island of Bones. Can’t go wrong with “bones” on a title and frankly, we hit on the title before we had a plot for this one. It sold really well.
Then came A Killing Rain. We didn’t have a title until we were almost done, and while writing a synopsis for the marketing people, I wrote: “The story takes place during a Florida cold snap, what the farmers here call a killing rain.” Well, duh. But here’s a postscript. M Continue reading
Starting a new project is always nerve wracking – there’s the empty page for starters but then there’s also making sure that the idea is sufficient to form the foundation for a complete novel. Generating ideas has never been my problem – a number pop into my head each day and some are sufficiently intriguing that I jot them down in my ‘ideas book’ to see if they will gradually begin to take shape in my mind to form the foundation for a story. Many ideas fall by the wayside at this point – because while they interest me, they never really coalesce into a premise that can sustain a novel. Even after that, I’m consumed with doubts…although I’ve really only had one story die after I’d finished the first draft because I realized the premise was too convoluted and confused (the idea, though still holds promise!).
I’m about to embark on a new WIP and I’m at the doubt-filled stage of wrestling with a new idea. Since I have other projects in various stages of the submission process, it’s definitely time to knuckle down to a new manuscript but in this early stage of the creative process I have to grapple with how to formulate an idea into (hopefully!) a great story.
My process (such that it is) usually goes something like this:
So TKZers how do you go from idea to first draft? Do you spend time, like me, formulating the premise and making sure your idea is sufficient to sustain a novel? Or do you just set off writing from the get go with the confidence that it will all come together and work out in the end? What’s your process?
by James Scott Bell
@jamesscottbell
You know how sometimes you get home from a social gathering and think of the perfect line you didn’t say?
It’s like that episode of Seinfeld where George is in a meeting and is gorging on the shrimp tray. Another guy says, “Hey George, the ocean called. They’re running out of shrimp.” Everyone laughs at George, who has no comeback.
So he spends the whole episode trying to come up with the perfect rejoinder, and to set up another meeting with the same guy. The line George settles on is, “Oh yeah? Well, the jerk store called. They’re running out of you.”
This line fails to impress Jerry, Elaine, or Kramer. But George insists that’s the one!
Near the end he has his meeting, and has brought the shrimp himself. He stuffs his face until his rival once again says, “Hey George, the ocean called. They’re running out of shrimp.”
With a smug smile, George stands and says, “Oh yeah? Well the jerk store called. They’re running out of you.”
But then his adversary immediately comes back at him: “What’s the difference? You’re their all-time bestseller!” And once again, everyone laughs at George (which is really sort of the premise of the show, right?)
I thought about poor George the other day as I was considering how to take advantage of unbidden suggestions from our deep writer’s mind, as poised against “the best laid plans…” It’s a matter of three things, I think: awareness, craft and risk.
The best impromptu line I ever delivered came at one of the Men of Mystery gatherings. This is an annual event in SoCal which brings in fans of mysteries to listen to fifty authors pitch their books for one minute each—and then enjoy a nice lunch and a keynote.
This particular year the ballroom was packed.
As the microphone made its way down my row, the author two tables away spoke about his noir series and how it takes place in the “seamy underbelly of the city.”
The next author was a fine fellow named Mike Befeler, a senior citizen writer of what he calls “Geezer lit.” These are mysteries set in places like retirement homes. Mike made his amusing pitch.
Then the mic came to me. And I said, “Mike, I have one question. In your genre does seamy underbelly have a different connotation?”
The laughter was explosive. It’s probably my favorite moment as a public speaker. Everything just fell together. First, the conditions, of which I was acutely aware, because I was actually listening. Next, the craft of the English sentence, forming one for the best effect. Finally, taking a risk, for how many times have we heard a comedian tell a joke and get crickets in return?
Fortunately, it all worked out. It will in your writing, too, if you learn to listen to the book, respond to it with craft, and risk some writing time. Yes, it could turn out to actually be the wrong move. But sometimes you have to write to find out.
This applies whether you are a planner, a pantser or some sort of breed in between. When you’re into the actual writing, the book should start to take on life. It should whisper to you on occasion, and sometimes maybe make some demands.
It might be a character who talks back to you. I wrote a novel once with a fairly detailed outline. It was about a lawyer being stalked by an old enemy, putting both him and his wife in danger. I had planned to have the wife get out of town for awhile and stay with a relative.
But when I got to that scene, the wife refused to leave. I tried to get her out the door, but every move I attempted felt false. I finally had to accept the fact that the character was right.
Which meant, of course, adjusting my plans. As I recall, it took me a couple of hours to move around the pieces and account for the ripple effects. I made use of my novel journal. This is a free-form document where I “talk” to myself about the book. I usually do most of this in the pre-planning stages, getting to know the story and characters, setting down plot ideas and delving deeper into why I am drawn to this story.
But the novel journal is an extremely valuable tool during the writing itself. (For Scrivener users, the “Project Notes” pane is a great way to do it.)
Now, you pure pantsers are always doing a lot of listening. Your challenge is to know which voices to heed! Often you don’t find this out without a lot of wandering around in the woods, falling into bogs, retracing your steps and realizing that wasn’t such a good voice after all.
Plotters, on the other hand, often resist listening at all because their outline is a finely-honed edifice they are loathe to mess with.
In either case, the more craft you know, the better moves you will make. For example, if you’re aware of what needs to happen structurally, at the very least you’ll save yourself a lot of time and frustration. As I mentioned in a comment to Joe H. yesterday, it’s good to have a map of the signposts.
And then, finally, it comes down to risk. There should always be some risks in your writing, or you’re not pushing yourself far enough along. And you know what else? Taking risks is one of the great joys of writing, no matter how it turns out.
I experienced that just a few weeks ago. I was rolling along in the first act of my WIP. I had a map of my signpost scenes, and knew the “mirror moment.” Then suddenly, out of the blue, and I mean way out of the blue, one of my characters said something that was so shocking, so upside-down turning, that I literally sat back in my chair and stared at the screen.
I hadn’t planned it, I never anticipated it. This one line would completely change the trajectory of the novel. I had to think about it, and you know what I decided? It’s one of the best doggone twists I’ve ever come up with (or should I say my book came up with it and fed it to me?) So I’m keeping it, man. I went into my novel journal and started justifying the change and creating a whole new backstory.
In my humble writer’s opinion, it is much better than what I started out with—because I listened to the book, am trusting my craft, and am taking the risk.
And loving it.
You will, too … if you listen.
Do you ever hear your books talking to you? How often do your characters wander off your chosen path? How does your craft serve you in those times?
Photo by Hermes Rivera on Unspash
My younger daughter Annalisa during her third year of life started talking about “Z Street.” We had no idea what she was talking about, but it was nonetheless interesting. There were apparently all sorts of things and many different stores on Z Street. Most of her sentences began with “On Z Street, there is…” or “On Z Street, they have…”. I asked her late on one afternoon if she knew where Z Steet was. She answered, “Sure!” I said, “Okay. Show me.” We jumped in the car and a couple of minutes later we were on the road while Annalisa eerily prefigured a talking GPS unit, telling me, with steadily decreasing confidence, to turn right at the next light, then left at the next corner and so on and so forth. We ultimately arrived behind a shopping center where we found ourselves parked by a couple of dumpsters and several stacks of palettes behind a Kroger. “So this is it?” I asked. Annalisa told me yes, with some hesitation. It was all good. Z Street had a Jersey Mike’s nearby, and the Hartlaub family had a fine meal to top off the journey. Annalisa, for her part, never mentioned Z Street again, opting instead to talk about her “owl friend.”
More on the owl friend in a bit. Annalisa’s directions to Z Street were a terrific example of the writing process known as “pantsing.” She had a concept in her head which told her what Z Street was but really no idea of how to get there. She comes by this honestly. I am horrible at outlining, which in part is why in my longer work I more often than not found myself…well, sitting at the rump end of someplace and looking at the mental equivalence of pallets and dumpsters. This isn’t the case with every author, of course. James Lee Burke reportedly has no idea about what his next book is going to be about until he starts writing, yet he arguably writes better than anyone. I don’t think that Cormac McCarthy outlines either. Jeffery Deaver, however, outlines obsessively, spending as much time outlining as he does writing the novel, year in and year out. It certainly has held him in wonderful stead.
I had an epiphany a few weeks ago about all of this when I suddenly realized how to get over a roadblock in a novel I’ve been working on for a bit now. Part of the epiphany included the unfortunate realization that the roadblock didn’t just suddenly appear in the story. I had, at some earlier point in the narrative, snuck ahead and built it without realizing it and without building a reasonable detour around it. I could have solved all of that by outlining, but let’s not forget…(cue up the chorus)… “I am horrible at outlining.”
What I want to report — to share with you — is that I worked my way around it. I thought about Z Street, and how I travel. I drive everywhere, and don’t like getting lost, so I map out my journey. I check hotel prices and distances and gas stations and how far it is between Cracker Barrels and Sonics and how long it’s going to take me to get where I’m going. Oh, and speed traps. I check for speed traps. Some folks use AAA, but I do it myself. The realization hit me: what is outlining, if it isn’t a self-made Triptik, or map, for writers?
I’m outlining now. What I do more resembles a map than an outline like you might use, but it’s getting me there. And if I want to pull away from what I have outlined and take a scenic diversion, why, that’s okay too. It’s my trip. I hope to tell you about it sooner rather than later.
I have one more thing, in case some of you are wondering about “the owl friend.” It became a constant source of reference for Annalisa. Accordingly, while on a family vacation in New Orleans a few months later, we were in the Audubon Aquarium of the Americas and walked into the aviary. “Look, Annalisa,” I said, point up toward the top of a sloping rock wall, at a wise old bird sitting quietly on a ledge. “Is that your owl friend?” Annalisa immediately detached herself from me and started scampering up the wall on all fours. She almost got away from me on that one. The owl reacted by peering imperiously down at us, as if to say, “Whaddya want from me?” I of course had no answer, nor did Annalisa when I asked her, “So. What would you have done with him when you got him?”
Enough about me. Let’s talk about you. Are you outlining your story/Great American Novel? How are you doing it? In the traditional manner, like Jim Bell learned (and I didn’t) in Catholic school? With post it notes on a giant bulletin board (Yo! P.J. Parrish!) As if it is a map? Or some other way? Please share.
Posting on social media can feel like you’re sending up hundreds of trial balloons. Which will return?
Today I want to share some thoughts with you about a writer’s role on social media. I’ll start with my experience and understanding of it, but I’m very curious to know what your thoughts and experiences are, so there are lots of questions for you at the end. Also, just to say, whatever you put on the internet, look into using something like a privacy tool to help reduce the risk of your data or any other form of work being stolen or invaded. It’s just about being safe online.
I’ve been very active in social media since 2006 and MySpace. I liked MySpace a lot. It was new and fun, and I dove right into it as soon as I signed my first book contract. Author book promotion was in its infancy, and I gained reader, writer, and social connections. Other emerging writers and I were all trying to figure out book promo/social networking together. I blogged there several times a week, usually writing long, long pieces that were very essay-like. Telling stories on myself. Talking about learning to write, and the publishing process. When MySpace began to wane, I—and many other folks—drifted to Crimespace and eventually Facebook. Group blogs like Jungle Red Writers and Murderati sprang up. (Forgive me if I don’t know when Kill Zone began, but I know someone here will be able to say.) I started my own Blogspot blog, where I added interviews and book reviews. Last year, I moved my blog to my (fourth) website.
That all sounds like ancient history doesn’t it? Maybe I’m just old, but the pace of change on the Internet sometimes feels inconceivably fast. The rules—especially the rules for author promotion–change constantly. But the biggest rule is that there are no rules because things move so quickly that there’s little time for non-professionals to figure out what works before things change again. You would think publishers would have entire departments full of professionals that have this stuff figured out, but you would be wrong.
There’s a genuine expectation—sometimes stated, sometimes just understood—for authors to be active on social media. For now, author social media outlets have stabilized: Facebook, LinkedIn, Twitter, Pinterest, Instagram, Goodreads. I don’t know many authors who are very active on Google +, or Snapchat—well, I tried Snapchat and it made me crazy. Some Instagram authors can also use websites like Kenji to boost their content out to people that it would never reach before and may even one day become a key influencer because of it! If there are other very active platforms, please let us know. (Oh, and if someone could help me figure out Instagram Stories so I don’t end up just taking live video of my shoes until I freak out and turn it off, I’d be eternally grateful.)
While many people in the writing/publishing business strongly believe that social media doesn’t sell books, some folks disagree. I’ve put up a lot of links here, but if you want to save a few clicks, here’s the gist: Social media is there to build relationships. The aspect of building relationships is key, no matter on what industry you work within. Take a look at examples of Digital Transformation to see why this is important and how you can use it to your advantage.
People with whom you have relationships will like you. If they like you AND you spend at least 80% of your time giving them great “content” they will tolerate the 20% of time you spend promoting your work. But the conversion rate will be less than 2%, which means you’re selling yourself and your time very, very cheaply. But folks truly dislike a hard sell. Many of the people who say you can sell books through social media want you to pay them to tell you how to do it, and they won’t give you quantifiable forecasts.
(Traditionally published books still sell best through tried and true methods like word-of-mouth, tv, radio, magazine, and web ads, vertical marketing to influencers like librarians and booksellers, hand-selling, and peer reviews. But almost none of those methods is free, and it’s only rational that publishers would prefer free methods that rely on author execution to methods that cost money.)
What is content? Content is added value, often in the form of information: lists, quizzes, articles, expertise, audio or video entertainment, memes, blogs, observations. Given the 80/20 rule, if you do fifty posts in a week, the theory is that at least forty of them should be content and not mention your work at all. Ideally, the content should be at least tangentially related to your field of expertise or the lifestyles of your audience. But even if you automate those posts with Buffer or HootSuite or some other social media-scheduling program, it takes time to curate that content.
A brief cautionary tale: A self-published writer I know spends a lot of time posting on Instagram, but I’d say 80-90% of the writer’s posts are specifically about the book. They’re quotes formatted as memes, or pictures of the cover, or bits of dialogue taken out of context and framed with artistic graphics. The posts are careful and attractive, but I gloss over them, and even find myself a little angry at having to scroll past them every time I log onto Instagram. If the 80/20-percentage figure is at all valid, it’s completely upside down. And the writer uses a blue million hashtags, but only ever gets 10 or 11 likes. I can only imagine how much time the writer spends creating those posts (or perhaps the writer pays for them). Plus, even though it almost looks like content, it’s not, and is off-putting.
There are two big dangers for me when it comes to content. I spend a lot of time crafting my blog posts. This one (I’m adding this bit in editing) has taken me about 3.5 hours, and I’ll spend at least another 45 minutes editing and posting it. On my own daily blog, it’s a challenge to come up with fresh concepts. Then there’s finding the right photos, adding links, and pumping up the SEO. Unfortunately there’s no way to quantify the ROI on publishing blog posts. Another particular danger for me is rabbit holes. Ideally, I like to spend about thirty minutes online in the morning checking out news stories and resources for my own amusement and edification—but I often spend an hour or more. Usually, I’ll manage to bookmark only one or two links to pass on to social media. But which ones to choose?
I read a lot of crime news stories—many are too sensitive or explicit to share without grossing people out over their morning coffee. But I also read some politics (no, never post about that), bits of history and archeology, and stories about textiles or architecture. I’ll occasionally post about writing and books. Nearly everyone likes books. But I don’t think of my personal blog audience as being full of writers. I’m not selling books on writing, and few people who aren’t writers care about writing motivation, or how to build a character. So I save the writer-centric stuff for here or my own blogs about the writing life.
Making content choices is tough. And how much me should my audience have to bear? Where is the balance between plucking out articles that might interest the people who might be interested in my writing, and sharing bits of my life that might actually make me human and likeable? The whole thing feels a bit cynical to me.
I do like this quote from Amy Cuddy’s deservedly influential book, Presence: Bringing your Boldest Self to your Biggest Challenges. “When we are trying to manage the impression we’re making on others, we’re choreographing ourselves in an unnatural way. This is hard work, and we don’t have the cognitive and emotional bandwidth to do it well. The result is that we come across as fake.”
Coming off as fake is never, ever good.
Be an individual. Be yourself.
As someone born in the sixties at the tail end of the baby boom, I grew up reading books and newspapers, and watching television and films. No one knew anything about authors. They rarely showed up on television, and if they did, they were already super famous. It was a time when public images were carefully crafted by publicists, agencies, network people, and record labels. Image crafting now begins at birth. Children—and not just celebrity children—have their own Snapchat and Instagram accounts curated by their parents. Soon after, kids learn how to use phone cameras, and take selfies. And they’re not posting pictures of their dirty bedrooms. They’re curating their lives, using images for complaints (school lunches) or self-gratification (I’m wearing blue and puce eyeliner every day this week, and check out my #hairfail hahaha!). They learn early to make their lives appear as they want them to appear. Who knows what’s real?
An entire generation is learning to promote without actually having something to promote. We writers have a LOT of competition for time, interest, and dollars. (Because a lot of people on social media are selling something, or their sponsors are.)
Personally, I don’t remember ever purchasing a book after seeing it on the author’s social media, unless I had already planned to buy the book. Fiction writers seriously are not the best representatives of their own writing—and, of course, their ultimate goal is always to sell me their books. I’m more likely to buy books after reading reviews, associated news stories or essays, coming upon compelling covers, or listening to word-of-mouth from booksellers or friends (sometime even social media friends), or other people I respect.
I buy into the notion that maintaining an active social media presence—including one on one contact through newsletters—is part of a professional writer’s job. But how little is not enough, and how much is too much?
All right. I asked for your help, but I’ve done a whole lot of talking. Now it’s your turn. I have many discussion questions, so feel free to pick and choose. I can’t wait to read what you have to say.
How important is it for a writer to have a strong social media presence?
If you participate, are you programmatic about it?
Do you enjoy it?
How much time do you spend on it daily, and/or weekly?
Who are some writers that you see doing a great job at social media?
And the $64,000 question: Have you ever bought a book because of an author’s social media posts?
**Photos via GoDaddy Stock
By Debbie Burke
A log line or logline is a brief (usually one-sentence) summary of a television program, film, or book that states the central conflict of the story, often providing both a synopsis of the story’s plot, and an emotional “hook” to stimulate interest. – Wikipedia
A blurb “is a short description that praises something (such as a book) so that people will want to buy it.” – Merriam Webster
Okay, the definitions sound simple enough, but the truth is, most authors would rather write an entire novel than struggle over these few words that are critical to successful marketing. How do you condense your 100K-word masterpiece into a few lines that are so intriguing, so compelling, readers will drop everything and click on the “buy” button?
The quote by Mark Twain comes to mind: “I didn’t have time to write a short letter, so I wrote a long one instead.” Brevity is essential. Elevator pitches used to last 10 floors. Now they better fit between the lobby and the mezzanine.
For instance, the Kindle Scout contest requires a book one-liner of 45 characters or less. Yikes! That’s only one-third of a tweet. The book description itself allows a slightly more generous 500 characters (fewer than 100 words), but is still tight, compared to a typical synopsis length of 250-500 words.
I checked out a number of successful authors we all know to discover how they handled these daunting tasks.
A few examples of loglines:
“When he sleeps, the hunt begins.” – Jordan Dane
“She was beautiful and naked and dying…” – James Scott Bell
“No names. No feds. No trace evidence.” – John Gilstrap
“Welcome to Durham, North Carolina, the diet capital of the world.” – Kathryn Lilley
“Three women. A cursed house. Generations of lives at stake.” – Laura Benedict
“When the old money façade fails, the lies come to light.” – Elaine Viets
Six different approaches, yet each reflects their particular subgenre, showcases a distinctive voice, and sinks a hook that draws the reader in. Jim’s is a paean to Raymond Chandler noir. John’s is stark and no-nonsense. Kathryn’s hints at her ironic humor.
For the slightly longer blurb, consider these examples:
“In darkness…. Two strangers meet. A woman without inhibitions…a man without limits…for a private game between two consenting adults.” – Larry Brooks
“They say it’s better to battle the devil you know. But what if you don’t recognize him before it’s too late?” – PJ Parrish
“Exchanging their bodies for machines, these teens will defy expectations, brave danger, and defend civilization. They are The Six.” – Mark Alpert
“Ursula Marlow thought she was done with death, but when her fiancé, Lord Wrotham, is arrested on charges of treason, her world is turned upside down.” – Claire Langley-Hawthorne
And last, but not least, Joe Hartlaub knows how to sum up books in his reviews that are both pithy and intriguing: “BRONX REQUIEM serves up a heady, dark, double shot of urban noir.”
Why are loglines so stinkin’ hard to write?
For authors new to marketing, loglines and blurbs are especially intimidating. Let’s break down the reasons for the difficulty and, one by one, find ways to overcome them.
How to overcome being overwhelmed:
First, identify what elements must be in a logline: Character, conflict, stakes, and reader engagement.
Consider the legendary Hemingway six-word novel:
“For Sale: Baby shoes, never worn.”
While questions still swirl whether or not Papa actually wrote the story, it illustrates a skillful example of a logline.
Even though no specific characters are mentioned, we understand the inference that a baby has died, leaving behind grieving parents.
The conflict is how/why the death of the child occurred.
The stakes are also inferred. Can the parents survive the unimaginable nightmare?
Reader engagement comes from the need to learn the details behind the tragedy.
How to overcome hard choices:
Again, the focus must be limited to only essential elements. No matter how attached you are to subplots, minor characters, and lyrical setting details, there’s no room for them in loglines and blurbs. Stick to “just the facts, ma’am.”
Who is the protagonist? Who is the antagonist? What does each want/need? How do their respective wants/needs come into conflict? What happens if they don’t achieve their goals?
Which qualities of your story are universally understandable?
What is unique, that only you could have written? If your voice is distinctive, let it show through.
How to overcome lack of objectivity:
This is where you enlist the help of coworkers, friends, critique partners, beta readers, book club members, and sometimes total strangers. They offer fresh eyes and fresh perspectives because they are not as intimately involved with the story as you are. You’re lost deep in the trees, while they see the whole forest.
Write at least 10, preferably 20, different one-liners and short descriptions. Show the examples to some (but not all) of the consultants described above.
What are their reactions? What intrigues them? What makes them yawn?
What questions do they raise?
What isn’t clear to them (even though it seems obvious to you)? Does the story make sense?
Would they buy the book based on your logline?
Next, combine the best elements of your examples and rewrite.
Put yourself into the mind of a potential customer. What qualities of your story might fascinate a reader living in a different region, or in a different socio-economic strata? Would a reader who’s younger or older than you identify with the story?
Winnow the choices down to three loglines and three blurbs. Show these to different consultants than you approached in the first round. You’re seeking fresh perspectives on the revised versions. Ask the same questions as before and see if you’ve resolved confusion, filled in missing parts, and deleted unnecessary information.
Like Blanche DuBois, rely on the kindness of strangers.
Strangers and casual acquaintances can be more accurate barometers of typical customer reaction because, unlike family and friends, they’re not as concerned with hurting your feelings. You don’t need to be embarrassed because you may never see these people again.
Visit your local librarian and verbally audition your short description to him/her. Librarians read thousands of blurbs and decide from a few words whether to stock a book or not. Ask if your book would be ordered or passed over based on your description. If a librarian offers a suggestion for improvement, take it!
On a plane trip, find out what your seatmate likes to read. Then ask, “What do you think of this idea for a book?” and recite your logline. If the person expresses further interest, try out your blurb. Pay close attention to their questions and opinions. You’re seeking honesty, not compliments.
One caution: if someone responds positively, don’t become a pest and regale him/her with a scene-by-scene outline. Thank the person for helpful input and offer your business card (which of course lists all your books for sale).
Based on feedback, refine your examples further. The process should yield several solid, compelling variations on a theme to use for different applications. One might be appropriate for entering contests, another for submitting to agents or editors, yet another can be your Amazon description and the back cover of your book.
Barter with other writers – You write my blurb and I’ll write yours. My beta readers and I have successfully come up with titles, loglines, and blurbs for each other. Sometimes you’ve already written the perfect logline, but it’s buried in your novel. A helpful beta will spot it and point it out.
When a stranger can read your precious few words, understand the gist, and wants to know more about your book, you’ve succeeded.
TKZers, do you have a secret formula for crafting loglines and blurbs?
Debbie Burke just endured the ordeal of writing a 40-character logline and an 83-word blurb for her entry in the Kindle Scout contest. A sample of her thriller Instrument of the Devil is online until July 7. If the book is selected for publication, everyone who nominates it will receive the eBook for free. Thanks for checking out the link.
by Larry Brooks
Quick story from the writing conference front.
A while ago I was doing a couple of workshops at a major writing conference, and as is often the case at these gatherings, the spare hours between sessions were spent meeting one-on-one with writers to go over their projects.
One writer’s novel stood out as a case study in what can go wrong… when you don’t know what you don’t know.
This writer believed he knew what he needed to know about writing a novel. Because he had read a lot of them, he was a really smart guy, and he’d been working on this story for years.
It should be noted here that this writer had a way with words. What some call natural talent. But here’s what may be a newsflash to some: a talent for writing sentences and a talent for choosing and developing good stories are different things.
Millions have the former. Few are born with the latter… which is where the learning comes in. Because how to cobble together an effective, compelling story is, contrary to recent popular belief on this site, something that can absolutely be learned. It happens all the time, especially for writers who don’t buy into the lie that it can’t.
This is where the learning comes in. Because how to cobble together an effective, compelling story is something that absolutely can be learned. It happens all the time, especially for writers who don’t buy into the lie that it can’t.
Which means it can be taught, as well. Let us hope so, lest all of us on both sides of the head table at all of these writing workshops and conferences (guys like Jim Bell and myself) have been wasting our time for half of our lives.
Me thinks that’s not the case, however. I have hundreds of letters from writers – published writers – who have written to thank me for showing them what they did not know, many after years of seeking out enlightenment, are to be believed.
This writer’s story pitch had promise. It was a spy thriller with a hero and a bomb that must be found before Paris went up in smoke.
But when we popped open the hood to see how the thing was built, the wheels started to come off.
I asked him about his opening hook. His response was that he’d opened the story with some deep backstory about the hero. I asked if it would link directly to the forthcoming plot of the core story, and he said no, he just wanted to add characterization before putting the hero in harm’s way. “So we would really know this guy,” he said.
Strike one. Because a thriller needs a killer hook, almost every time.
Which implies the writer knows what a killer hook is, where it goes, what it does. It doesn’t matter if someone else shows that writer this knowledge (this being, of course, a case of the writer learning how to write), or if they figure it out for themselves… either way, they need to know.
Also, this writer didn’t know that a thriller is not a character-driven vehicle, but rather, a premise-driven narrative, one that does indeed give us a compelling character chasing a specific goal, against specific exterior antagonism.
Which means the hero’s crappy childhood is not a primary story element.
He seemed surprised by this. Because apparently this principle had not been taught to him, an chances are he’d probably misunderstood the half-truth that “fiction is all about the characters.” His personal story instincts – the very same instincts that some claim are all you need to get you there – weren’t able to recognize and assimilate this principle.
That’s the thing, you see. Not all really smart people who want to write a novel are able to recognize and assimilate what they need to know simply by reading novels, or sitting in a room discussing them with imaginary beings. This doesn’t mean that you don’t have talent (also a recent assertion), and it certainly doesn’t mean they can’t learn these truths.
This instinctual shortcoming is everywhere. In fact, it far exceeds the number of writers who are born with a natural gift of story, to the extent of the degree of resolution required. And thus this explains, as a generality, the primary reason so many writers never reach the finish line in one piece: not because of a lack of talent, but from a lack of knowing. Which too often stems from not knowing what to know.
Two strikes now. No hook, and character-intro overkill. An editor at a publisher would have already bailed.
I was still in listening mode. I wanted to see how badly he’d mangled other principles before I got specific about what his story – any story – should look like.
Before long, though, I had to ask the deal-breaking question: “So when in your story do you stop showing backstory and put your hero into action?”
He quickly answered, “When he gets his assignment to find the guy with the stolen bomb.”
That was the what and the how. I’d asked for when.
So I explained, again: the hero needs to seek something in the story, have a need or a mission to engage with, to take action toward, with something at stake and significant obstacles – a villain – in his/her way. And within classic story structure – not a rule, by the way, but a principle observed by nearly every published commercial novelists working today… including those that will tell you earnestly that they don’t – there is an optimal time and place to turn that corner in the story.
“Oh sure,” he said, momentarily relieved. “It has that. Like I said, it’s when the spy gets his assignment to find and disable the bomb. That’s when all hell breaks loose.”
I was nodding, but not in agreement.
“So when does that happen? Give me an approximate percentage based on total length.”
Mind you, this was a thriller he was writing. Not a literary novel. Not that it changes the answer… the best answer is the same for any genre.
He had to think a moment. Then his eyes suddenly lit up.
“It happens just short of the halfway mark. Maybe, like, forty-five percent in.”
I think he heard me gasp.
Or maybe that was the sound of his story going off the rails.
Because he didn’t know what he didn’t know. Which was something he needed to know – a fundamental principle – because of its critical role in the efficacy of his or any other story.
I asked what his hero was doing in those first 200 pages of the manuscript, before the hero’s primary quest entered the narrative.
He said, with some amount of confidence, that he was building up the character, showing us his life before he became a professional in the black ops business, adding a lot more backstory. Mostly backstory.
For the first half of his novel, there was no plot. No conflict. No dramatic tension.
He was certain that this was a good thing. Because he didn’t know what he didn’t know.
That’s when I told him that, in my opinion, he needed a major revision before it would work.
“How can you know that?” he asked, not a happy camper at this point. “You haven’t read it yet.”
“That’s true,” I replied, “I haven’t read it. I don’t need to read it. Let me ask you this – did you understand my question about when you begin the hero’s core story quest? The actual plot itself? And was your answer accurate?”
He assured me that he did, and that it was.
Both of those answers were wrong. He didn’t know at all.
And then I told him the deal-breaking truth:
Based on his responses, he didn’t actually know. He knew when, as I’d asked, but he didn’t understand that he hadn’t aligned with a core structural principle in doing it as he did.
I told him that until he knew about this principle and understood that it wasn’t something he could ignore, or even stretch to that degree, he would continue to struggle.
A setup simply cannot take that long. And the optimal place to turn the corner from setup, via something massively significant happening, toward the path that the hero would embark upon in the story, was closer to the twenty percent mark, give or take. The more give or take, the higher the risk.
No matter what you call it (because it is labeled differently from teacher to teacher, and probably not labeled at all if this is something you figured out on your own, which is rare), the is arguably the most important moment in a story – especially a thriller.
He thought a moment, then I saw a light in his eyes.
He said, “Okay, then. I’ve got it. I’ll open with it. Make it a hook.”
Still shaking my head. Because he still didn’t get it.
While there may eventually be a way to make that work, simply moving the First Plot Point into hook position wasn’t it. The principles of story architecture demand more finesse than that, which is the entire reason for knowing and using those principles, so the forces of story – what I call story physics – have a chance to work their magic on the reader in the best possible way.
This, too, being something he didn’t know that he didn’t know.
And since he’d been tinkering with this story for years, was unlikely to be enlightened on by one of those imaginary beings he was counting on.
More likely he’d heard this and written it off because there are no rules… never understanding that this never was about rules at all, it’s about a principle of storytelling that is universal.
I suggested he dig into this to learn more about the core principles of making fiction work – writing books, blogs, workshops, a writing coach – to understand it all at a deeper level. And when he does, he should test it out there in the real world – this is where the sitting alone in a room part kicks in… if done in context to an awareness of what you’re looking for, that becomes a powerful learning experience – look for these principles in play within the books he reads and the movies he sees. Especially thrillers.
Seeing the principles in play is to believe in them. To finally know what you didn’t know before, and were unlikely to realize on your own, at least within a decade or two.
Our time was up. He asked me to wish him luck with his agent pitches.
I smiled, forcing a smile, knowing he would need it.
But the story has an epilogue.
Next day I ran into him in front of the hotel elevators. I asked about those pitches. And he was excited to answer.
“Went great! Two agents want a synopsis. I guess they didn’t agree with you.”
Behold, the great head-scratching paradox of confusion on the part of the over-confident, under-enlightened writer. Which comprises a massive percentage of the manuscripts submitted to agents and editors.
Writers who don’t yet know what they don’t know.
Pitches primarily reveal concepts and premises. Rarely do they expose to the listener the nature and depth of what the writer does not yet know.
Now I was nodding. Not in humble contrition, but with sad certainty. Because if he had written that novel as he described, he was in for a dark journey of frustration.
“Are you going to revise the draft before submitting?” I tossed out as the elevator doors opened.
“Naw. They want pages right away. We’ll see what happens.”
He smiled, as writers often do when they mistake the uncompleted conversation for the one that affirms their limited skill set.
This is what happens. This is where rejection comes from.
We don’t know what we don’t know. And thus, what we don’t know squashes our dreams. Usually without us knowing why.
That is, until we finally learn what we didn’t know then.
Story architecture is very much like anything in life that lives or dies by how functional it is. An engine, a first date, your computer… one thousand moving parts can be perfectly tuned and positioned and connected and humming along, but if one single essential thing is off the mark, if it sputters at all, the whole thing will crash and burn.
And the event will be fatal.
Knowing the broad strokes of how a story seems to be constructed isn’t enough. And while you may have heard it before and dismissed it as just one presenter’s opinion – when what we hear contradicts what we have, that’s usually the outcome – it is just as likely that you’ve heard it and haven’t yet fully grasped it.You need to. Not knowing will kill you, every time.
You need know.
When you know the core principles, everything about your creative choices – including how to break the so-called rules – will be enriched.
And best way to know is to seek out this information… and learn it.
by James Scott Bell
@jamesscottbell
I love having Brother John Gilstrap back on TKZ. He doesn’t pull punches. He’s the Conor McGregor of writing bloggers. Witness his post last week, Tell the Damn Story. It’s a straight right to the chops.
John and I have gone around on this topic in the past, and I’m inspired by John’s post to do it again today. But rather than get all Floyd Mayweather about it, I’d like to start by looking at where we agree.
There is a lot of good packed into the simple admonition to tell the damn story. To me the gist of this advice is: You are a storyteller, and that is your first and greatest function. So don’t get tied up in “rules” and analysis when you are writing. I even wrote a post on that subject called Avoiding Writing Paralysis Due to Over-Analysis.
John and I agree that when you’re sitting at your typer, with the story in your heart and head yearning to get out, let it out! Get it on the page!
Where John and I part ways is on what to do to make the story better, both before and after the typing.
John says he holds this truth “dear”— “that no one can teach a person to write.” I could pounce on that, but I believe the disagreement may come down to what John means by “to write.” A few lines later John says:
I do believe that instruction and workshopping can hone and develop talent, but it cannot create talent where there is none. Some people are not wired for storytelling.
Ah! Then “to write” for John is tied up in that thing called “talent.” There’s where we could spend more time, talking about what talent really is and how it might be coaxed … or coached.
Further, what John calls “honing and developing” I would simply call “teaching.” So if we parse our terms precisely, I believe John and I would agree that in some measure you can teach a writer things that will make their fiction better.
I also agree that there are some people who are not, as John puts it, “wired” for storytelling. But you know what? In my twenty years of teaching and reading countless manuscripts, I have run across very few who fit this description. The overwhelming majority of writers I’ve taught do have story sense, because how can you avoid it? We grow up reading and watching story after story. We press our reality through the gauze of beginning, middle and end. And most people who come to a workshop do know how to string coherent sentences together. Part of my job as a teacher is to help them stack those sentences in the most effective way.
Which is what the craft is all about.
John further stated in a comment:
A gifted musician is first and foremost gifted. Studying with a master maestro will help him to greatness. For most of us, though, our piano lessons will only help us become really good amateurs. Ditto athletic prowess. Beyond that innate talent, though, there needs to be the drive and desire to work one’s butt off. That work for us writer’s includes not classroom time, but lots and lots of alone time with our imaginary friends.
I liked this up to and excluding the last sentence. We do agree on this basic point: someone with talent can be made better at what they do through lessons. The boy George Gershwin had monster talent, but he needed lesson after lesson for that talent to shine through.
Still, you only get a Gershwin once in a lifetime. But there are countless superb piano players who make good money in bars and restaurants and hotels. They please a lot of people with their music.
It’s the same with writers. There are not many Hemingways or Chandlers, but there are (now) thousands of fiction writers making bank writing entertaining, well-structured, satisfying novels and stories.
Many of them have been my students.
John and I also agree that “working one’s butt off” is a non-negotiable for anyone to make it as a writer. But I am puzzled by his disdain for the classroom. What’s wrong with listening to an experienced writer sharing techniques that make fiction better, stronger, more compelling, and deeper? Why isn’t that something an ambitious writer ought to be anxious to seek out?
At the very least it might save that writer years of frustration and rejection.
Working with a good editor is another way fiction writing is taught. Now, really good fiction editors are rare and always have been. I had the good fortune to work with one of them, Dave Lambert at Zondervan. He was the reason I chose Zondervan over three other publishers back in the day. Dave was famous for his “Dave letters” — multi-page, single-spaced documents of pure insight and instruction. I was a pretty good writer before Dave. He kicked me up several notches. Without his instruction, and my working hard to incorporate that into my pages, I don’t believe I’d be where I am today.
So to me the big disagreement with John comes down to his statement: “The breakthroughs—the true light bulb moments—can only come via self-discovery while pasting butt to chair.”
That’s like saying to a hacker killing gophers on the golf course to just keep hacking, you’ll find your way eventually. Meanwhile, year after year, he continues to stink and give gray hairs to the groundskeepers.
I react this way because my experience is the opposite of John’s axiom. I did write and write, to no avail and no “breakthroughs.” Indeed, I was told several times that “writing can’t be taught.” So I gave it up. For ten long years.
When I finally felt I had to try again, I decided not to listen to the naysayers and started studying the fiction column in Writer’s Digest every month (penned by Lawrence Block, followed by Nancy Kress). I bought writing books and joined the Writer’s Digest Book Club. One of the featured titles, Jack Bickham’s Writing Novels That Sell, gave me the biggest epiphany I’ve ever had in my writing life. It was a huge breakthrough, and led directly to my stuff starting to gain interest, and eventually to sell.
When I wrote, I wrote. But I also valued my study time. And as I tested things on the page, I began to formulate my own theories and techniques and then teach them to others, many of whom have written to thank me for helping them along the fiction journey.
Where would I be if my desire to write had stalled again at the man-made wall with the graffito Writing can’t be taught? In the introduction to Plot & Structure, which keeps selling, I went so far as to call that “The Big Lie.” Because it is.
And now let’s get this deal about “rules” straight. Artists hate that word, because they want to be free! So fine! Don’t use that word!
But do think in terms of fundamentals and guidelines, the tools and techniques that work, that have stood the test of time, and will work for any writer. They are there not only to help you as you try to figure out what to write next, but to help you understand why something you’ve written doesn’t work, and how to fix it.
Perhaps this will ease the conscience of my blog brother: The most important thing a writer can do is produce the words, to write his own stuff, every day if possible. To a quota. That’s always the first and most important thing a writer does. It’s the first advice I always give anyone who asks me what they need to do to become a successful writer.
But I also say this: the writers who have the best chance to make it, to have a career or a good part-time income, will also study their craft with diligence and desire, and without a chip on the shoulder. I’ve seen it happen time after time after time.
Here is my Exhibit A, the highly successful novelist Sarah Pekkanen:
I needed advice before I tried to write a novel. The usual axiom — write what you know — wasn’t helpful. I spend my days driving my older children to school and changing my younger one’s diaper — not exactly best-seller material.
So I turned to experts. Three books gave me invaluable writing advice. One, by a best-selling writer; one, by a top New York agent; and one, by a guy who struggled for years to learn how to write a book and wanted to make it easier for the rest of us.
The books Sarah mentions are Stephen King’s On Writing, Donald Maass’s Writing the Breakout Novel, and my own Plot & Structure. And she explains exactly what she learned from each.
That was back in 2009, just before her debut novel came out. You can check out Sarah’s career trajectory here.
So leave us not speak in extremes. Don’t give us a blanket “writing can’t be taught,” because that is demonstrably false.
On the other side, don’t speak about iron-clad rules. There are critique-group commandos who will take a tip or suggestion and turn it into a law. Like the now infamous Don’t start with the weather. The real guideline should be Don’t start with the weather unless you know how to use it to hook the reader! (For further elucidation on these , see my post on Baloney Advice Writers Should Ignore.)
That’s my case. Fiction writing can be taught .. and learned … and practiced .. and made profitable. I know because I’ve got a huge email file of testimonials to prove it … and I’ve lived it myself.
The boxing ring is now open. Discuss!
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I would be remiss if I did not mention that the best of my workshops has been put into a complete video course on the craft. It’s called Writing a Novel They Can’t Put Down.
