Read and report for effect, not rule compliance

At a recent writer’s conference I was on a panel and someone asked what the pros and cons of writing groups were.  Writing groups can save AND kill your writing. So beware.

Workshop Benefits

Writing groups are great for:

  • Encouragement
  • Deadline motivation
  • Having fun with other authors
  • Getting a chance to think about and discuss craft
  • Testing your work

The benefits listed above can all be huge helps to a writer. However, there are two traps that many individuals fall into. You want to avoid both of these because they are plagues that can not only infect, but kill your writing.

Workshop Plague 1: submitting for fixes instead of effect

The first problem occurs when a writer forgets that the purpose of sharing your work with the group is NOT to have them tell you what to do. It’s to test your product on readers who are likely to be in the audience for that particular type of story (please note the last part of that sentence as well).

But in many groups this isn’t what happens. The writer submits his work and then hopes it does well. If it does, he purrs and goes his way rejoicing. If it doesn’t, he figures the group will tell him what to do to fix it. In such groups the readers often arrive with a list of “you shoulds” or “I woulds.”

  • The dialogue here is clunky, you should…
  • These characters are stereotypes, I would…
  • You have infodumps here, here, and here: you should…

This all sounds great, right?

Wrong.

This tells a writer very little that’s worthwhile. What was the problem all these shoulds and woulds are trying to fix? You can’t tell. And not knowing the problem, you don’t know if the fix is really going to work. In fact, the suggested fix might be completely wrong for the story. You are the story designer. YOU have to figure out what’s really wrong and then select the right fix.

Case in point: at this conference another author told of a time her editors came back and said the novel needed to be shorter. It was too slow. In reality, the novel was too short. The real fix was to make it longer. She was skimming the surface of the story in summary and needed to go deeper. She made it longer, and the story worked. But if she had been looking for fixes instead of symptoms she would have done the exact wrong thing for her story.

The most productive thing a writer can hear is what effect the text was having on the reader. Was the reader bored, lost, or feeling it was made up? Or was the reader surprised, intrigued, fascinated, freaked out? In short, did it do what the story was supposed to do to the reader?  An accurate report of the reader experience is invaluable. But a list of shoulds and woulds by the Fixits is not. You want symptoms, not diagnoses and presecriptions.

Of course, when you understand the symptoms, you can very easily open it up to the group for suggestions on ways to fix it. Sometimes brilliant solutions arise from such discussions. Sometimes they don’t. Othertimes, they simply provide a way for the writer to work it out in his own mind. But in the end, YOU as writer have to do what’s right for the story you feel in your gut.

One time to be especially careful of this is when you submit revisions of a story to the same group. Here’s why: when someone says a revision lacks blood and vitamins, it may be this is actually the case. But it also might simply be a case of diminishing returns, e.g. the first ice cream cone you eat is great, the second okay, the fourth begins to make you sick. Would the movie you just saw on Friday night be just as powerful if you saw it again on Saturday? And then again on Monday? I know it’s not exactly what’s happening, but it’s similar. After reading a manuscript multiple times, a reader sometimes can see nothing but the stitching.

Furthermore, a reader will often get revision ideas that jazz them about the story only to find the author was jazzed about some other revision idea. And that can often disappoint. And if this multiple revision reading goes through multiple cycles, I’ve found it becomes harder and harder for the reader to avoid becoming a director of sorts, the author trying to perform to their taste. I done this far too often to people feeding me multiple revisions. 

There’s an easy way around this one: simply avoid submitting any individual story to the same set of readers more than once.  However, I don’t want to suggest you should NEVER submit revisions to the same set of readers. Orson Card submits all his work, originals and revisions, to his wife Kristine. I submit mine to my wife and editors. Many writers have trusted readers. Just be aware that submitting multiple revisions can very easily lead to our chasing someone else’s opinion instead of writing the story we feel in our guts.  Tread with caution.

Workshop Plague 2: reading for rule compliance instead of effect

 The second problem occurs when you have readers who have forgotten that the ONLY thing that matters is effect. Many times writers will build a list of writing rules as they learn the craft. And they will forget that the rules are, by themselves, meaningless. Please see my post on Rules vs. Objectives. These well-meaning folks come, not with an accurate report of their reading experience, but with a list of your rule violations.

So instead of hearing that the story immediately pulled the reader in but that by page four the reader’s mind was wandering, the reader points out that you started the story with dialogue and you shouldn’t do that. Or that you used said-bookisms, which was a very flabby and naughty thing to do. Or that you had more than one point-of-view in the chapter. Or that you chapters were too short or too long. Or whatever it is that that particular reader has in their rule book.

This kind of feedback is worthless. I don’t care if my story started with dialogue. What I want to know is if it pulled the reader in. And when I say “reader” I mean  one who is looking for a story, not for rule infractions. What you want is an accurate report of the reading experience. That’s it. Both the good and the bad.

Here’s an example of what I try to do when I read and report. It’s not the only way, but it illustrates what I’m talking about.

  1. I read the story as a normal reader. No pencil or pen in hand. I’m just thinking: okay, I hope this is good.
  2. I read until I’m bored, lost, or (hopefully) turn the last page in delight. Some folks may wonder why I wouldn’t read to the end of everything I’d agreed to report on. Simple. If I’m bored or lost I’m OUT of the story and cannot judge the effect of what follows as a reader. Maybe I’m bored because of the craft. Maybe I’m bored because I’m not in the audience for that kind of story. If this is the case, my experience doesn’t matter. You wouldn’t give a romance to a thriller reader and then expect them to love it, would you? Well, authors are no different. Just because we write doesn’t mean we automatically love everything (please see my blog Is 90% of Everything Crap). 
  3. I write up my experience, making sure I accurately report who and what I was interested in, what delighted me, what bored me, where I was lost, or didn’t believe etc. I’m also very particular to clearly separate  the things that had a big effect on my experience versus those that had a small one. For example, some confusion in an exchange of dialogue might be a small thing. Confusion in a whole chapter is a big thing. As a writer I don’t want a laundry list. I want to get a sense of proportion. And I want to know if the reader generally enjoyed the story or not. It’s one thing to know the story is busted. It’s another to know that it works, but has a few paint spots.  
  4. If I did not read through to the end, I do so now. Or maybe I skim. Just to get an idea of the whole story.
  5. Then I ask myself what I think this story was trying to do. What kind of an experience, what kind of delights was it offering up to the reader? Suspense, delightful characters, romance, wonder, cool textual pyrotechnics, etc.
  6. Having an idea of what the story was trying to do, I see if I can’t diagnose the problems and think of some ways to fix them.
  7. Finally, I give my report to the writer. I include #3. Then I add #5 and #6, stating that here’s “what I think the root of my issues were and some ideas that might help.”

You might do it differently. Just make sure you focus on accurately reporting your experience reading for effect, not rule compliance. Once you have a number of reports you can see what’s working and what isn’t. If one out of ten people has an issue with a certain part, I may or may not ignore it, depending on my own judgment. However, if four to seven of them have an issue, I’m probably going to fix it.

So writing groups can be wonderful. Just be careful to avoid these two plauges as if they were, well, plagues.

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    • I pay a subscription fee for InDesign. If I release two books a year, it comes out to roughly $120/book.
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    • Verdict: Another miss

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    • I go with CreateSpace instead of Lightning Source
    • Verdict: Another miss

    Notice what’s NOT up there that was in The Guardian article: reviews and review copies.

    Why don’t I include them?

    First, I would never pay for a Kirkus review. I wouldn’t because it appears such reviews mean little to readers. They don’t seem to generate much notice or desire to sample. Here’s what readers report matter to them. Such pre-publication reviews DO matter to store and library book buyers. But, as an indie, I’m not focusing on those channels.  Those channels are in the hands of the zombie traditionalists.

    What about review copies?

    You don’t need them to publish. All this review business is marketing. And you don’t need marketing to publish.

    So what are my totals? I’ve included The Guardian numbers so you can see the differences.

    Category My Costs Guardian Estimates
    Cover $500 $750
    Editing and proofing $0 $4,000
    Ebook and POD Formatting $100 ?
    ISBN $0 $125
    Copyright Registration $55 ?
    POD setup fees $0 ?
    Reviews – $825
    Review Copies – $300
    TOTAL $655 $6,000

    Whoa! The Guardian estimated a cost that’s ten times what it costs me. But I don’t think that’s a sign of some plot. If I’d paid an editor and cover designer and formatter and didn’t mooch my ISBNs, that could have added as much as $1,000-$2,000 to my total. I have friends who have paid more.

    Furthermore, that’s just for the ebook and hard copy. Depending on if you publish an audio edition and how you do it, you could spend another $2,000-$3,000.

    What does this tell you? It tells me that the reporter made a good start, but needed to do a bit more digging. It also tells me there’s a huge variability in the costs depending on the skills you and your friends possess. It also shows that this is a business. I doesn’t cost a gazillion dollars to publish. It’s not like the $200,000-500,000 you need to start some food franchises, but you’d better be prepared to fork over some cash and/or a lot of hard work.

    In fact, when you consider that last point of sweat equity, the $655 is completely misleading because it does not capture the hours I spent, at least 20-60, doing my part of the cover, editing, and formatting. Nor the time spent by my wife or friends. There’s a huge opportunity cost there.

    What’s the value of what I could have done with that time?

    It’s for dang sure not reflected in the $655.

    Marketing

    I didn’t include marketing in those costs above because marketing is its own beast. You can publish and do zero marketing. You can publish and do gobs. And just as with the publishing costs, marketing costs will vary based on what you can do in-house and what your situation is. It costs JK Rowling nothing to get covered in  every news outlet in the land. She sneezes, and we get a report about her. You and I are probably going to have to work harder to get noticed.

    There are all sorts of marketing costs. Whatever those costs, marketing has a job to do. It’s got to pay for itself. It’s got to help pay for the cost of publishing. And it’s got to help me meet my goal of winning new readers and compensating me for my time.

    There are lots of cost categories depending on what you decide to do:

    • Hard copies you sell at events
    • Travel and lodging required to attend events
    • Hard copies and postage for reviewers
    • Time writing blog posts
    • Promotions with folks like BookBub and BookSends
    • Giveaways
    • Etc.

    The bottom line is that I think it’s good to separate these costs from publishing so you can measure their effectiveness against sales. Marketing is about revenue generation. These costs really have nothing to do with producing a book.

    Books and Lemonade

    I’m going to go off an a tangent here for a second. Some folks suggest that indie authors shouldn’t do much marketing. Especially if they only have one or two books out.

    I find no evidence to support the idea that just writing the next book is all you need to do for readers to hear about you and beat a path to your door. It’s true you’ve got to write the next book. You must get new product out the door. Hey, I learned that when book 2 from the publisher fell into a black hole. But that doesn’t mean marketing and promotion are inappropriate,  wrong-headed, or a waste of time or money.

    Let me ask you a question.

    Let’s say Juanito is a no-name in the lemonade business. He’s just starting from scratch with dreams of becoming a big time lemonader. Who thinks it’s a good idea for him to open a lemonade stand in his back yard? Or better yet, in a closet in his basement? And when folks suggest that the stand might get more business if he lets the neighbors know about it or puts the stand in a place with a lot of foot traffic, who says, no, that’s a waste of time and money–the key to selling more lemonade is whipping more batches up in the kitchen?

    In retail, you must get folks to notice your product and then persuade them to try it. Now, maybe you’ve got something going that’s generating all the notice and sampling you can handle.  Maybe you lucked out.

    What percentage of indies are in that situation? Raise your hands, please.

    What? We’re not all inundated with hordes of readers? We’re not  all swimming in gold? Imagine that.

    The fact is that it’s tough to get notice. It’s tough to get people to try. But there are some things we can do to increase our odds. Selling books is a retail business. Retail lives and dies by visibility. Yeah, you need word of mouth. But you need to be noticed and sampled in large enough amounts to keep that word of mouth going.

    What would you rather have? 100,000 people all over the country in many social networks (I’m not talking about Facebook) noticing and sampling and talking about your product, or would you rather have five?

    In the brick and mortar world, there are lots of ways to get visibility without doing much TV or internet advertising. Ways to get notice include things as simple as signage and a store’s location. For example, you get a ton of eyeballs just situating your restaurant in the parking lot of a big destination shopping mall. You get eyeballs putting a sign on top of a 100 foot pole next to the freeway exit saying “Gas & Eats.” Online retailers get noticed in other ways.

    Without blathering on about that (this was a post on publishing costs), let me just say that until customers begin to line up and start throwing hundred dollar bills at me, it appears I’m going to have to do what every other retail business has done for hundreds of years–get my lemonade stand out of the basement and into the park with lots of thirsty kids and moms.

    EDIT 8/30/2014

    While a number of folks are assuming the article was written as part of some vast conspiracy to undermine indie authors, David Gaughran posted some criticism in the article’s comment section that actually make sense.

    DavidGaughran

    The reason I’m so annoyed by the inaccuracies in this article is that this kind of misinformation is creates an information gap which allows shady operators to flourish.

    Vanity press operators thrive because inexperienced authors think that self-publishing is either difficult or expensive. It’s neither of those things, and articles like this only serve to reinforce this false notion. That’s why I think this piece is irresponsible as well as inaccurate.

    Companies like Author Solutions specifically target the most inexperience authors, the ones who know least about self-publishing and the industry in general, the ones who have fallen under the spell of various myths (like that self-publishing costs $6,000).

    As a commenter said below, saying self-publishing costs $6,000 is like saying houses cost $10m. You can spend that much, but you don’t need to.

    It costs me less than a third of that to publish a book, and I use a Big 5 cover designer as well as an editor with over ten years experience working for traditional publishers. Anyone can look at my books and immediately see that they are produced to professional standards.

    You don’t even have to spend as much as I do to get a quality product. If authors are on a tighter budget, they can purchase a pre-made cover design. There are some wonderful pre-mades out there for as little as $40. You will have to invest a fair bit of time combing through the sites to find something suitable, but if you are on a shoestring budget it’s an option.

    Same goes for content editing/developmental editing. All manuscripts will need a thorough copy edit, but you can get by without a specific content edit with successive round of beta readers. Again, this will require a time investment – writers usually trade beta reads of each other’s work. But if you’re on a tighter budget, it’s another way you can save money.

    This is why this piece is so off. Even going the “deluxe” route shouldn’t cost more than $2,000. And if you don’t have $2,000, there are plenty of options where you can achieve a quality product, spending far less, if you are willing to put in a little time.

    There are ways you can save money in other areas too. It’s a waste of money for an author (especially a new author) to buy a NetGalley membership for themselves. Authors can (and do) form collectives to buy a membership between them – often spending just $20 per person. I got a NetGalley spot for a month, for free, by bartering with another author. (I didn’t think it was quite worth $20, by the way, let alone $400).

    If you need reviews, there are much better and cheaper ways. Submitting to book bloggers costs nothing (we usually send e-book copies or PDFs, rather than hard copies). Doing an e-book giveaway on LibraryThing costs nothing. Giving out electronic ARCs in advance of your release costs nothing. And all of these are much more effective than giving any kind of money to Kirkus, let alone $425.

    But I guess it doesn’t matter how many experienced self-publishers (and editors who work with same) tell you that your figures are off, or that you don’t need ISBNs to self-publish, you are going to stick to your guns.

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2 Comments

  1. Being that I have yet to try your bunny cakes, I’m just going to grantyou laurels as much as I can for yet again one of the best writing tips posts out there, bar-none, hands-down, excellente, calce clunes!!

  2. Glad you found it useful. As for bunny cakes, they’re easy to make. I get one for my birthday every April 1st.

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