{"id":31019,"date":"2023-07-13T15:34:43","date_gmt":"2023-07-13T14:34:43","guid":{"rendered":"https:\/\/jerichowriters.com\/townhouse\/?p=31019"},"modified":"2023-07-13T15:34:43","modified_gmt":"2023-07-13T14:34:43","slug":"a-vase-hidden-beneath-velvet","status":"publish","type":"post","link":"https:\/\/jerichowriters.com\/a-vase-hidden-beneath-velvet\/","title":{"rendered":"A vase hidden beneath velvet"},"content":{"rendered":"\n<p>This email completes a messy quartet of emails around selling books. If you\u2019ve missed them (and \u2013 what? \u2013 you\u2019ve&nbsp;<em>missed<\/em>&nbsp;them? YOU DON\u2019T READ MY STUFF???), you can catch up:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/jerichowriters.com\/townhouse\/articles\/the-single-best-way-to-market-books\/\">here<\/a><\/strong>, on how to make Amazon work for you<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/jerichowriters.com\/townhouse\/articles\/how-to-market-your-books-ii-the-sequel\/\">here<\/a><\/strong>, for a more holistic view of book marketing, and<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/jerichowriters.com\/townhouse\/articles\/this-email-is-disorganised-and-badly-planned\/\">here<\/a><\/strong>, on why you need, as a very first step, to get people engaged with your book offer at some very minimal level.<\/li>\n<\/ul>\n\n\n\n<p>But look. Advice on all this stuff has a useful, wholesome feel to it, but there\u2019s always a gap between wise advice and implementing the stuff yourself \u2013 especially if the wise advice in question is full of nonsense about time machines and inflatable unicorns.<\/p>\n\n\n\n<p>So this email is going to try to join up some of the thoughts we\u2019ve collected so far. The obvious thing would be to do that in relation to obvious bestsellers: books which have clearly nailed their marketing. The trouble is partly that those books now sell themselves in large part on their own aura. When Harry Potter was first marketed the core pitch was \u201corphan goes to wizard school.\u201d These days, the pitch is substantially different. It\u2019s more \u201cWhat do you mean you\u2019re undecided? This is Harry ****ing Potter.\u201d<\/p>\n\n\n\n<p>Also, of course, I can\u2019t tell you what was in the mind of Bloomsbury\u2019s original marketing folk, but I can tell you what\u2019s been in my mind in relation to my own novels. So I\u2019m going to use my Fiona Griffiths work as an example of marketing. I\u2019m not saying it\u2019s perfect \u2013 just that I\u2019ve tried to get it right.<\/p>\n\n\n\n<p>For clarity, the elevator pitch for these Fiona books is something like: \u201cCrime story, where the detective once believed herself to be dead.\u201d<\/p>\n\n\n\n<p>Is that pretty? No. Does that sentence appear anywhere at all in my marketing? No, of course not, it would be terrible. But could that phrase be a useful memo-to-self stuck above my computer screen? Absolutely yes. And does it intrigue enough that the average crime reader would want to know more? Hell, yes.<\/p>\n\n\n\n<p>So it\u2019s a good pitch.<\/p>\n\n\n\n<p>But marketing doesn\u2019t depend on a pitch alone. You also have to map out your book in terms of some broader co-ordinates, most notably genre.<\/p>\n\n\n\n<p>My books are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Police procedurals.<\/strong>&nbsp;A bad term in my case, because Fiona isn\u2019t really one for following police procedure at all. But my books still count as police procedurals because they\u2019re set around police offices, feature police detectives, have a police investigation at their centre, and so on.)<\/li>\n\n\n\n<li><strong>British-set.&nbsp;<\/strong>That sounds obvious, in a way, and obscures a more interesting point, which is that the books are set in Wales. But from the point of view of international readers \u2013 and I\u2019ve sold way more books in the US than in Europe \u2013 the books are British first, and Welsh second. It\u2019s also relevant here that Amazon has a specific category for British-set police procedurals, which means there\u2019s an actual sub-bestseller list that British crime addicts can haunt.<\/li>\n\n\n\n<li><strong>Led by a female protagonist.<\/strong>&nbsp;Again, this matters to some readers and Amazon has a specific sub-categorisation for readers who want a female cop at the centre of things.<\/li>\n<\/ul>\n\n\n\n<p>But of course, procedurals come in all kinds of flavours and, as I\u2019ve just mentioned, my books take the \u2018police\u2019 part seriously and the \u2018procedural\u2019 part not seriously at all. If I were analysing my books not by genre, but by tone, I\u2019d say they were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Literate<\/strong>. I don\u2019t mean my books should win the Booker Prize, but they are read by the sort of people who do also read literary fiction \u2013 as well as people who just like a good crime yarn. My books demand a kind of literary intelligence in the reader. They care about the prose and expect the reader to notice.<\/li>\n\n\n\n<li><strong>Dark<\/strong>. My books aren\u2019t bloodthirsty, but they\u2019re very much not cosy crime. They take the reality of crime, its darkness, seriously.<\/li>\n<\/ul>\n\n\n\n<p>And that\u2019s it, really. To market my books, you have to tell the reader fast and effectively that they are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dark<\/li>\n\n\n\n<li>Literate<\/li>\n\n\n\n<li>British-set<\/li>\n\n\n\n<li>Police procedurals<\/li>\n\n\n\n<li>With a female protagonist<\/li>\n\n\n\n<li>Who used to think she was dead.<\/li>\n<\/ul>\n\n\n\n<p>Ideally, you want to communicate that message as briefly as you can. Remember last week\u2019s email: your elevator pitch isn\u2019t there to&nbsp;<em>sell<\/em>&nbsp;the book. It\u2019s there to prompt the next level of engagement.<\/p>\n\n\n\n<p>You can do that with&nbsp;<strong>titles<\/strong>. My titles clearly refer to crime (\u201cTalking to the Dead\u201d), to darkness (\u201cThis Thing of Darkness\u201d), and to a female protagonist with an unsettling relationship to death (\u201cThe Strange Death of Fiona Griffiths\u201d). Given that the second title there deploys a quote from Shakespeare, I\u2019d say that the \u2018literate\u2019 box was ticked as well.<\/p>\n\n\n\n<p>So much for the&nbsp;titles, but your communication also needs to run visually through the&nbsp;<strong>book covers<\/strong>. Here are mine (the US versions, which I commissioned myself):&nbsp;<strong><a href=\"https:\/\/www.amazon.com\/stores\/Harry-Bingham\/author\/B0034O5VVM?ref=ap_rdr&amp;store_ref=ap_rdr&amp;isDramIntegrated=true&amp;shoppingPortalEnabled=true\">US book covers<\/a><\/strong>.<\/p>\n\n\n\n<p>Those covers communicate crime. (Not thriller, by the way. There\u2019s a stillness about the covers which suggests crime. A thriller image needs to suggest explosive action.)<\/p>\n\n\n\n<p>They also literally communicate darkness \u2013 the covers use plenty of black.<\/p>\n\n\n\n<p>The&nbsp;<strong>topmost quote<\/strong>, which is drawn from a British newspaper, quickly suggests to a US reader that this book is likely British. It also refers to the \u2018most startling protagonist\u2019 in recent crime fiction. That doesn\u2019t yet say female, but it does already draw the reader\u2019s attention to the important oddness of the central character.<\/p>\n\n\n\n<p>By the time you turn the book in your hand, or read the&nbsp;<strong>book description on Amazon<\/strong>, you\u2019ll quickly find that the book is indeed British, and does have a compellingly strange female detective as its lead.<\/p>\n\n\n\n<p>And of course, I have a problem. My elevator pitch refers to Fiona\u2019s Cotard\u2019s Syndrome \u2013 a genuine psychiatric condition in which patients think themselves to be dead. But I can\u2019t put that fact anywhere on the cover of the book, because it\u2019s the big plot reveal which only happens at the very end of the book. So I\u2019ve got an elevator pitch I can\u2019t directly talk about.<\/p>\n\n\n\n<p>Which is fine. You can\u2019t talk directly about the huge plot twist in the middle of&nbsp;<em>Gone Girl<\/em>&nbsp;either, but that book did OK. If you can\u2019t slap the pitch down directly on the page, you have to allude to it \u2013 hint at it \u2013 give the reader a feel of the shape, like a vase hidden under velvet.<\/p>\n\n\n\n<p>The book description introduces Fiona this way:<\/p>\n\n\n\n<p>\u201c<em>Rookie&nbsp;<\/em><em>Detective Constable Fiona Griffiths &#8211; a new recruit with a reputation for being deadly smart, more than ordinarily committed . . . and unsettlingly odd<\/em>.\u201d That does enough to suggest what I need without giving away any plot spoilers.<\/p>\n\n\n\n<p>I\u2019m lucky enough to have a ton of nice&nbsp;<strong>quotes to use<\/strong>&nbsp;about my book, and I don\u2019t choose the ones that are kindest. I choose the ones that most communicate the basic marketing pitch:&nbsp;<em>dark, literate, female protagonist, strange<\/em>. Each quote wants to be repeating those basic thoughts, echoing the cover, echoing the blurb.<\/p>\n\n\n\n<p>You won\u2019t have all those quotes yet \u2013 though you may have some from readers. But whatever elements you do deploy, you need to make sure they are knock-knock-knocking at the one same door you want your reader to walk through.<\/p>\n\n\n\n<p>So far, therefore, everything has lined up: title, cover art, cover quotes, book description or blurb, quotes.<\/p>\n\n\n\n<p>And, if things go well, you\u2019ll even find your&nbsp;<strong>reader reviews<\/strong>&nbsp;lining up nicely too. I have some nice 5-star reviews that I like very much. (Thank you, readers.) But I\u2019ve got some 1-star quotes that I like too. This one for example:<\/p>\n\n\n\n<p>\u201c<em>Anyone who touts this work of fiction as resembling real police procedure, has never stepped inside a police car in real life. The measures the main character took were bizarre, illegal and wholeheartedly unusable as evidence. The only thing they got correct was the stupid amounts of paperwork involved in a homicide case<\/em>.\u201d<\/p>\n\n\n\n<p>That\u2019s a terrific way of telling readers what my book is and isn\u2019t. If you like your police procedurals to be, ahem, vaguely accurate, then my book is not for you. And yes, you want sales, but no, you should never seek to sell your book to the wrong readers. There are some technical reasons there, but they boil down to this: Amazon knows whether books are positively or negatively reviewed, and whether they are or are not read to the end (in the case of e-books.) You want Amazon to think that readers love your stuff and that means not selling your books to readers who just aren\u2019t going to like it. So that one-star review is a brilliant way to warn the wrong readers away from reading my book. That\u2019s good. That\u2019s helpful. It\u2019s actually part of a good, rounded marketing effort.<\/p>\n\n\n\n<p>If I feel like it, next week, I might show you some snippets of how the book itself lines up behind its marketing promises \u2013 not just early on, but all the way through.<\/p>\n\n\n\n<p>Right now, the kids are in the very last stages of building a model version of the old Victorian village school for a class project. They want cotton wool smoke to come out of the chimney, and the glue gun is needed.<\/p>\n\n\n\n<p>Hey, ho, hey ho. A-gluin\u2019 I go.<\/p>\n\n\n\n<p>Til soon.<\/p>\n\n\n\n<p><strong>Harry<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This email completes a messy quartet of emails around selling books. If you\u2019ve missed them (and \u2013 what? \u2013 you\u2019ve&nbsp;missed&nbsp;them? YOU DON\u2019T READ MY STUFF???), you can catch up: But look. Advice on all this stuff has a useful, wholesome feel to it, but there\u2019s always a gap between wise advice and implementing the stuff<\/p>\n","protected":false},"author":32,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29292],"tags":[],"class_list":["post-31019","post","type-post","status-publish","format-standard","hentry","category-harrys-friday-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jericho Writers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jerichowriters.com\/a-vase-hidden-beneath-velvet\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A vase hidden beneath velvet &#8211; Jericho Writers\" \/>\n<meta property=\"og:description\" content=\"This email completes a messy quartet of emails around selling books. 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I've published trad &amp; self-pub. Love both. Best known for my Fiona Griffiths crime series. Oh yes, and I'm the capo di tutti capi at Jericho Writers.","url":"https:\/\/jerichowriters.com\/author\/harryjericho\/"}]}},"_links":{"self":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts\/31019","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/comments?post=31019"}],"version-history":[{"count":0,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts\/31019\/revisions"}],"wp:attachment":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/media?parent=31019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/categories?post=31019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/tags?post=31019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}