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Helping to Change the World Word by Word

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Home » Marketing » Page 17

Marketing

Does Genre Matter?

By Steve Laubeon June 29, 2015
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Earlier this month two literary heavyweights discussed the issue of “Genre” and whether or not it should exist in its current form. Read Neil Gaiman and Kazuo Ishiguro’s discussion in the New Statesman.

It all started because Ishiguro’s new novel Buried Giant is not presented as a Fantasy novel despite having a number of elements in it that would brand it as a Fantasy (like ogres). The argument is made that genre is an artificial construct that has no place in the scheme of literature. For example Tolkein’s Lord of the Rings was not called a fantasy when it was first published. It was just “Fiction.”

Little Boxes

We use genre as a way to identify the category of a book. Where it should be sold in a store. Or who its competition will be.

The best way to describe it is to say that publishers and booksellers sell books out of boxes. The boxes are labeled “Romance” “Thriller” “Mystery” etc.

Before we resist that exercise I would claim that we consumers buy books out of those boxes. It is quite possible that the boxes were created by us (the consumers).

What frustrates the artist/writer is when a book fits in more than one box. Or doesn’t fit in any box. (Thus the concept of being “outside the box!”) The writer, with good reason, resists being branded.

The writer can be further frustrated if they are successful with one type of book but want to write something that would go in another box. Their publisher tells them “you are off-brand”, “stick with what sells”, and “no one will find you over there.”

How Many Genres Are There?

As fiction expanded over the years there has been a corresponding need to identify the various genres. The BISAC (Book Industry Subject and Category) codes are what the industry uses to determine the sales category for each book.

Click through to see the list of almost 150 fiction genres: Fiction BISAC Categories

Someone once said that the internet makes genres unnecessary because there are no more shelves. No need to group books together. The problem with that argument is that even Amazon breaks books down by genre. They know that someone who loves historical fiction will want to read more in that category and helps their visiting consumer with suggestions of other books to buy which are like the one they just bought.

What About Non-Fiction?

Does this problem happen in non-fiction? Of course it does. Instead of genre there are different topics. And success in a topic creates brand expectation of that author. Imagine you have written a successful parenting book and your next book idea is a devotional based on the Book of Psalms. Your books are no longer in the same box. And you are deviating from your successful brand.

Remember the Dewey Decimal system? It was created as a way to organize books in a library by topic.

It can be a challenge for a book that crosses multiple topics. A book of Apologetics could be classified as Theology, Philosophy, or Apologetics. Much depends on the content and the author’s reading audience.

Who Cares?

Good question. Those who sell books care because the consumer cares. When a customer wants a new mystery to read, they ask their favorite retailer for a suggestion. They ask either by visiting a physical store and browsing the Mystery section or by going to their favorite e-bookstore and typing in some sort of search (either by genre or author) and seeing what comes up. Or they may check the bestseller list, in that genre, if available.

Thus because the consumer cares and the booksellers care, the publisher cares.

And therefore the writer should care. We want our books to be found by our readers. “Discoverability” is the buzz word of the last couple years.

But What if Mine is Outside-the-Box?

It is hard to tell someone “There is no hope for your book” because it is the wrong genre or cannot be identified with one genre. I never like to say never, because that simply isn’t true. There have been breakthrough books that ended up defining a genre. This Present Darkness all but created the Christian supernatural novel as a genre (published in 1986 – stayed on the Christian bestseller list for 150 weeks!).

But at the same time we must be realistic. Claiming that your book is genre-busting is a bold claim and must overcome sincere and reasonable objections. Ishiguro’s novel mentioned at the top of this article isn’t sold as a Fantasy. Thus consumers who bought it did not expect to find Ogres in the book. In fact his most famous novel is the critically acclaimed Remains of the Day about a “perfect English Butler.” Unhappy readers will think twice before buying his next novel, unsure what to expect.

Your Turn

Do you think genres serve a valuable purpose?

Do you think branding restricts creativity?

 

 

 

 

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Category: Book Business, Book Proposals, Branding, Genre, PlatformTag: Branding, Genre

Setting Yourself Apart

By Tamela Hancock Murrayon June 25, 2015
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Unfortunately, even though I’d love to represent each writer I’m fond of and enjoy hanging out with, I can’t represent everyone for a variety of reasons. That’s okay. CBA has many agents and authors, and God has a plan for all of us. But let”s say you hope your proposal rises to the top of my stack. Here are a few tips when submitting: 1.) Please follow our …

Read moreSetting Yourself Apart
Category: Book Proposals, Conferences, Get Published, MarketingTag: book proposals, Get Published

Why We Must Be Forthright

By Tamela Hancock Murrayon June 18, 2015
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 I’ve heard more than one writer say, “I’m sneaking Christianity into a book for the general market!” Wanting to reach the unsaved is a wonderful mission, but in my opinion, sneaking (and I’m not kidding when I say authors actually use this verb) Christianity into books isn’t the way to do it. Why not? Well, for one, that’s not the example Christ set. …

Read moreWhy We Must Be Forthright
Category: Branding, Craft, Creativity, Marketing, Trends, Writing CraftTag: Christian, Craft, Writing Craft

How Many People Are Involved in Publishing Your Book?

By Steve Laubeon May 18, 2015
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The above photo is somewhat illustrative of the number of people involved in getting your book to market. Even if you self-publish there are still many functions that you may have not done yourself. Below is not an exhaustive list but a rambling stream of consciousness when thinking about the people who are involved in the publishing process: Author (kinda important) literary agent (we think this …

Read moreHow Many People Are Involved in Publishing Your Book?
Category: Book Business, Book Business, Defense of Traditional Publishing, Marketing, The Publishing LifeTag: Book Business, Traditional Publishing

Does Google Like Your Web Site?

By Steve Laubeon May 4, 2015
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In case you missed it, on April 21st Google changed how they rank web site searches. If a site is not “mobile-friendly” it will no longer be ranked higher than one that is “mobile-friendly.” Some were calling this “mobilegeddon” because of the impact it would have. What Does Mobile-Friendly Mean? This refers to whether or not your site is optimized for a smart-phone screen. Sites that have what is …

Read moreDoes Google Like Your Web Site?
Category: Book Business, Branding, Career, Communication, Marketing, Platform, TechnologyTag: Book Business, Google+, Technology, Web Sites

It’s a Flat World After All

By Dan Balowon April 21, 2015
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As a preface to this post, let it be known that I really enjoy hitting my thumb with a hammer, pushing forks into electric toasters and tripping over things in my bare feet in the dark. It is that very masochistic tendency that prompted me to write this blog. _____ A favorite book for me in the last decade was Tom Friedman’s The World Is Flat, published in 2005. It simply made me think differently …

Read moreIt’s a Flat World After All
Category: Book Business, Economics, Marketing, The Publishing LifeTag: Economics, The Publishing Life

For Beginners: Ideas for Managing Social Media

By Tamela Hancock Murrayon March 26, 2015
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One of the most common questions I receive from writers, especially writers just starting to build a platform, is how to handle social media. I don’t claim that my way is the only way or even the best way for everyone, but here are some of my ideas to get you started: Blogs Some writers ask if they should write one blog post a month. The consensus among industry professionals I know is that …

Read moreFor Beginners: Ideas for Managing Social Media
Category: Branding, Marketing, Platform, Social MediaTag: Marketing, Social Media

Ramp Up That Book Description!

By Tamela Hancock Murrayon March 19, 2015
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Today, let’s try a fun exercise to ramp up your book description in your proposal, which may in turn help your publisher’s marketing team ramp up your book sales! Bland: When a man gives a woman a large ring, she is torn about telling him about her past. What she doesn’t know is that he has a secret, too. Note that this example doesn’t hint at the book’s setting or …

Read moreRamp Up That Book Description!
Category: Book Proposals, Branding, Get Published, MarketingTag: Book Descriptions, book proposals, Marketing

Author Platforms 301 – Part Three – Customer Service

By Dan Balowon February 17, 2015
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This concludes a three part series of posts exploring the issue of author platforms and how to get one.  The Steve Laube agency will offer a downloadable document that will include the three posts plus additional information and resources. The last two weeks we have covered the need for all authors (especially aspiring authors) to develop a “message platform” and some suggestions how to determine …

Read moreAuthor Platforms 301 – Part Three – Customer Service
Category: Book Business, Book Proposals, Branding, Career, Get Published, Marketing, PlatformTag: Author Platform, Marketing, Platform

Author Platforms 201 – Part Two – Consistency

By Dan Balowon February 10, 2015
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Starting last Tuesday and continuing today and next week I will be exploring the issue of author platforms and how to get one.  At the conclusion of this series of blog posts, The Steve Laube Agency will offer a downloadable document that will include the three posts plus additional information and resources. __________ Last week, I talked a little about the need to develop a “message platform”, …

Read moreAuthor Platforms 201 – Part Two – Consistency
Category: Book Business, Branding, Get Published, Marketing, PlatformTag: Author Platform, Platform
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