Last century (sounds more dramatic than “15 years ago”), I made a presentation to a group of authors on book marketing with the intention of helping them understand how best to work with their publishers. I ran across my notes the other day and was not really very surprised to see almost everything I presented that day is no longer entirely valid. The material was true in a publishing world where the frogs were swimming in the kettle and the heat hadn’t been turned on yet!
One of my outdated statements from fifteen years ago was about the relatively few “gatekeepers” involved in buying and selling a book. A gatekeeper would be a book buyer for Barnes & Noble, Family Christian Stores, Lifeway Stores, Mardel Stores, etc. These buyers make the decisions what books that respective retailer stocked. If they didn’t like your book, the hopes of having a bestseller were greatly diminished. It was true then, but a bit less so today.
In the current world of publishing and distribution of content has been described as the diminishing role of gatekeepers. Those few gatekeepers have been supplemented by millions of gatekeepers…your readers.
A generation ago the most powerful people in the country were newspaper editors, network television executives, advertising executives and decision-makers for retailers. They decided what our culture would believe, read, see, wear or eat. No longer do they hold all the power, as the Internet “democratized” commerce in a way that revolutionized everything we buy or give our attention.
There has also been a significant change over the years in the development of the publisher marketing plans. Years ago it was the “plan of attack” for marketing devised months ahead of the release of the book. Now, publishers find themselves spending as much time managing social media comments and online reviews, which can be both positive and negative. (a result of the consumer/gatekeeper) Consumers, after all, are far more unpredictable than the buyer/merchandiser for a chain of bookstores.
But before you run off and feel like you need to please everyone all the time with your writing, consider something from Roy Williams at the Wizard of Ads and his Monday Morning Memo which arrives in my email inbox on Monday morning (go figure). A while ago, he made a point about advertising that works for books as well. With apologies to Roy for changing “ads” to apply to books…
“A message in a (book) that is soft enough not to repel anyone is also too weak to attract anyone. If you evaluate each (book) by asking, ‘Who might this offend?’ you will never (write a book) sharp enough to pierce the clutter. “
You can’t please everyone, so don’t sweat it.
Your Turn
What issues do you think are not being sufficiently addressed in Christian books today?
Great thoughts, Dan. I think the Christian market is on the verge of breaking out of some of the rules that have been applied to it for decades (since the last century) by the gatekeepers. Already I’m seeing more real world situations in Christian fiction, but I’d like to see more. Christian non-fiction and fiction both need to address the issues of the day, like homosexuality and rampant pornography. We live in a time when it’s no longer enough to shield our eyes or turn off the TV. The sin of the world completely engulfs us. We’re like fish trying to avoid getting wet. As I read avout the recent Trayvon Martin case, I remained neutral, but as I listened to arguments from all sides, I wondered if I truly understood racism. Is it enough to be “color blind.” So I decided to attack my uncertainty in my next novel. We don’t have to come to a conclusion about issues, but we can make ourselves, and our readers, think a little deeper. To be good followers of Christ, we need to build relationships. We do it through our writing. And if we avoid the hot topics, we shut out a good chunk of society. I’d also like to see more apocalytpic thrillers with stuff blowing up, but that’s my shallow side.
Thanks for this encouragement! I am currently working on a book for military families that address some of the key issues head on, but aren’t necessarily at the top of the list for many Christian forums (churches, agencies, etc.) to want to deal with openly or publicly. It’s a challenge to lovingly stand out, but encouraging to read your reminder that ultimately we want to do that very thing.
Dan, Christian families are crumbling in alarming numbers. Infidelity, financial problems, wayward teens, both parents working long hours—the pressures are mounting, and yet, I see so many Christian books that end with a nice, tidy resolution where everyone lives happily ever after. But for those whose situations have left them picking up pieces of their broken vessels, they are hungry for inspiring stories that they can relate with. Jesus stepped away from the podium and broke bread with those who needed him most. What an awesome opportunity we have in Christian publishing to do the same.
Thanks! I needed that! (With apologies to the original ad.)
I’ve been asking myself a couple of questions this last few days about my current WIP, and I know the answers: Will anyone find parts of it offensive? Yes. Will an agent and/or publisher probably want me to water it down? Yes. Will it take away from the story if I do? Yes.
Which leaves me with a question with an on-the-fence answer: Should I self-publish again, or should I submit to an agent?
A recent reviewer of my self-pubbed mystery said this: “This story brings back to light what this country is fast losing touch with and that is Christian values…. We as a country need to remember these little things that we have let slip from our lives and books like this would be a good way to bring them back!”
I’m not in-your-face with religion in either book. No one pounds the pulpit or throws stones. Both are simply written from a Christian world view. But that view is clear.
So thanks, Dan, for another voice of encouragement. Will I submit to an agent or publisher? Maybe. What if I’m fortunate enough that the agent/publisher approves of everything about the book but insists I water it down? Will I? I hope not!
Maybe I am thinking too simplistic, but I would never give up, never make decisions for someone else (like saying “they will never take this”). Be fearless. Remember, just because a door is closed doesn’t mean it’s locked!
Hi Dan! This post gave me some excellent things to think about! I absolutely LOVE what you said above, “just because a door is closed, doesn’t mean its locked”. Fabulous!! I’ve never heard that before. Thank you for the encouragement to “be fearless” and to write what I feel God is leading me to write.
Thank you again and God bless!
Excellent topic Dan. I agree with Ron and Karen, too few books written with a Christian world view actually deal with the realities we Christian’s face today.
That is why I decided to write – aside from the passion placed upon my heart to write. I wanted to write stories that deal with real issues and bring hope to those who are dealing with them too.
In my first book (submitted to Karen Ball) I touch upon the addiction to pornography, divorce and new age beliefs. These are real issues. Fifty percent of Christian men admit to struggling with porn. Fifty percent of Christians get a divorce, and new age is filtering into our churches with devastating results.
The book I am working on now addresses domestic violence and drug addiction.
As a Christian writer, I feel a responsibility to accurately present the gospel and provide hope to a hurting world. If I write cute, pink ribbon wrapped stories all I’ve provided is an escape from reality but not hope.
“A message in a (book) that is soft enough not to repel anyone is also too weak to attract anyone. If you evaluate each (book) by asking, ‘Who might this offend?’ you will never (write a book) sharp enough to pierce the clutter. “
Well said. All the greats offended somebody!
Thanks for these thoughts, Dan. Last year, while preparing to pitch a manuscript at ACFW, I spent some time thinking about who I wanted to be as a writer. Was I willing to take risks, even if it meant stepping outside the CBA conventions a bit? My conclusion was that if I were going to face criticism, I’d rather it be over staying true to my story and my message rather than something I’d changed in an attempt to please everyone.
@Sylvia Nash–>I was fortunate to find a publisher that “got” me and was willing to put the story into print almost exactly the way I envisoned it. So, don’t give up before you’ve started!
What a refreshing post. As a hybrid author, I’m enjoying the freedom that being “gatekeeperless” affords. I can write in whatever time period/locale I want. I can publish whenever I want. I can address the heavy topics I want (but always from a Christian worldview–I’m not pushing the envelope just to tick people off). I can NOT follow the formula. I enjoy writing married main characters, and so far, those haven’t taken off as much as romance. But I plan to start getting my novels out for my readers. I love the idea that the READERS are the gatekeepers now. If you know a category that doesn’t fit the mold, but you know the interest is there, what better time to be an author? I’m not abandoning traditional publishing, but no longer do I have to try to figure out ways to look like the crowd. I can write what I want and still get it out to my readers. Honestly, my fave authors don’t look like the crowd either.
I should add that it’s great to see the married characters that ARE taking the stage in the CBA–like Millie in Cantrell’s WHEN MOUNTAINS MOVE and some others. I am hoping the CBA will explore this avenue more–as many CBA readers are married women, dealing with married issues, not dating problems.
Thanks, Dan and Carla, for the encouragement!