Category Archives: marketing

Imagination Vs Technology – The Writer’s 21st-Century Faustian Pact?

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Imaginary things take time to write. Fantasy and horror and, to a lesser extent, science fiction can be among the toughest genres to write as they are works of pure imagination. Science fiction can be slightly researched and current trends can be followed to their logical conclusion. Educated guesses can be made as to what direction science will go in. Fantasy and horror mostly comprise world-building from scratch and, depending on the writer, the concepts can take time to generate.

Added to that, readers want new product yesterday. They’ve become ultra-impatient in the internet age. Some of them even refuse to read the first book in a series as they are unable to wait for the other books to be written and published. “Am I going to have to wait years for you to finish your Vorbing trilogy? I’m an impatient bitch,” one of my readers helpfully explained to me.

In their book, The Neuroscience of Clinical Psychiatry: The Pathophysiology of Behavior and Mental Illness, Edmund S. Higgins and Mark S. George note: “People who can delay gratification and control their impulses appear to achieve more in the long run. Attention and impulsivity are opposite sides of the same coin.” This is especially true of all those internet babies who have grown up in the technological age. So the internet is a bit like Brexit; we don’t know what the full implications of its arrival are yet.

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The web has its advantages. It’s a phenomenal communication tool. Twitter has definitely made me think faster and streamline messages better, that is certain. As a way of quickly disseminating a message or a product worldwide immediately, the web takes some beating. The net is like a giant synthetic brain our thought patterns are connected to (a strength and a weakness that can be exploited). There are concerns over privacy and who is doing what with our data and those worries will only increase as time goes on.

Back to the writing. This awareness of the disintegration of attention spans has unquestionably changed both the method and style I employ when writing books. I started writing my first book when the internet was in its infancy. I was able to remain in the world I had created all day interacting with my characters. I was totally immersed in it and wouldn’t notice hours passing. Now social media, that great thief of time, eats up chunks of my day without me noticing hours passing. I mostly interact online with people I don’t know instead of my characters. I’m totally immersed in the internet. Writing is done now in feverish bursts to meet my daily word count so I can get back online. Experience has enabled me to do much more in less time though. I no longer need to spend all day going down blind alleys trying to find myself creatively. So perhaps there is no damage done there.

There are writers who have given up social media for a month to get books out there. I’d be concerned about losing half my hard-earned followers. You can’t expect people to continue following you if you’re offline for weeks. Especially if you’re a self-published writer dependent on social media to market your books. It appears to be a 21st-century Faustian pact with the web.

Then there is the pace of the novel itself. I am only too aware that if you fail to hold the attention of your readers, social media is tickling their ears non-stop to woo them away. So they’re dealing with getting their electronic fix too (especially if they’re consuming your book on an e-reader or smartphone app that’s connected to the internet and the ejector seat button for your novel is half an inch away). The pacing of a novel has to match the online frenzy going on out there or you’re toast. Then again, if the flour is going rotten to begin with, maybe the quality of the toast isn’t so important these days. We shall see.

So the internet has rewired our brains, changed our expectations and how books are written, edited, sold and read (or not as the case may be). What form will books take in 2026? 2036? 2066? Will we be taking downloads directly into our brains as in a William Gibson cyberpunk novel? I have a saying: “The possible is just the impossible that we’ve come to accept.” It will happen.

My novel “The Vorbing” is available here

© Stewart Stafford, 2016. All rights reserved.

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Indie Authors: The New Punks

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We’ve all heard about the self-publishing revolution in books in the last few years with Amazon Kindle and all the other e-readers and websites. I was watching a BBC documentary called ArtsNight last week and the presenter made an interesting point: punk rock bands were the first indie authors. They learned their three chords, set up their own bands and, in some cases, record labels and self-published their own music. They took control of their own destinies in the same way novelists did recently. Even the punk fanzines were do-it-yourself wonders; stapled together, photocopied and distributed through record stores, mailing lists, by hand and by word-of-mouth in those pre-pre-internet days.

It’s a very cogent analogy. As with the self-published books, some of the DIY punk music that was put out was awful, but some of it has reached classic status in hindsight. Self-publishing until recently was called “vanity publishing,” but writers were no longer prepared to sit on their hands waiting months for a form rejection letter. They too seized their own destinies through the technology that was around them and turned the publishing industry on its head.

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Movies are even being made from self-published books for the first time like Ridley Scott’s The Martian starring Matt Damon and a future fantasy film that 20th Century Fox has purchased the rights to called Fall of Gods (even after that movie deal was signed, the book was taken down from Amazon due to formatting issues, the bane of indie authors everywhere. Luckily, it didn’t impact on the movie deal and Fox could see the merit of what was there despite the flaws.)

Fall of Gods

Punks and indie authors are strange bedfellows indeed, but both groups were and are pioneers in their fields. While the punk movement didn’t manage to overthrow the mainstream in the same way hippies in the previous generation hadn’t, they democratised their art form and showed others what was possible with self-belief and a little effort. Just as indie authors did. The shockwaves of the indie author revolution are still spreading out from the epicentre and nobody really knows where it will stop or what comes next. The most important thing is that books that would have gathered dust in drawers and on hard drives and memory sticks are now finding a worldwide audience. That can only be a good thing.

© Stewart Stafford, 2016. All rights reserved.

In Pursuit of the Mighty Whoosh: The 21st Century Writer

Being a writer in the 21st century is like being the driver of a very jerkily-driven vehicle. You’ve dreamt up ideas, written them, shaped them, rewritten and edited them and published them. Then you have to switch hats and sell your work. Now you find yourself measuring your book’s merit and your own self-worth by reviews, ratings, rankings, likes, shares, follows, analytics and sales. If they rise, your confidence rockets with them. If they mysteriously drop, you become frozen with doubt. You can control your writing up to a point. After that, it’s up to readers, reviewers and bloggers to spread the word. You can’t make people buy something they don’t want no matter what social marketing gurus say (who are biased witnesses involved in the hard sell).

It is healthy to get away from that draining stuff for a while. Major writers have people to handle sales of their work. They have agents, managers and the might of publishing houses behind them with their huge advertising budgets and key media contacts. Self-published writers only have themselves and their savings to rely on. That only goes so far unless they have great connections or access to bigger sums of money. If not, they may have to accept defeat on their beloved project when the cash runs out.

Some people say make your own luck but if everyone could do that, we’d all be successful. Life is never that simple or easy. Luck is mostly being in the right place at the right time. The wind catches your sails and whoosh, you’re off. Nobody can plan for that. It just happens. Word of mouth is another way. A neglected work slowly begins to pick up. Sales rise, reviews become more plentiful and positive and you’ve caught the Mighty Whoosh again.

Being an author now is a marathon, not a sprint. The idea that you could hit the send button, publish your book and it would become an instant bestseller really is a fantasy. It will take many months, if not years, to build up a loyal readership and a solid body of work. There is even the possibility of posthumous recognition Van Gogh-style. To become rich and famous when you’re no longer around to enjoy it would be cruel but better late than never. At least your heirs may benefit from your delayed Mighty Whoosh.

© Stewart Stafford, 2015. All rights reserved.

Reinforcing The Unknown

“I’ve come to the conclusion that mythology is really a form of archaeological psychology. Mythology gives you a sense of what a people believes, what they fear.”

George Lucas

Propaganda is most effective when it enhances beliefs that already exist in a society or culture. That was the conclusion that marketing analysts came to after studying German propaganda from the 1930s and 1940s. The Nazis did a superb job of disseminating their obnoxious brand of hate. They did not create the anti-Semitism that culminated in the Holocaust. It already simmered covertly and sometimes overtly in Germany and the other countries that fell under German control. All they did was encourage it, make it legal and allow it to flourish. It was perhaps similar to the witchcraft hysteria that swept Europe in the Middle Ages and the belief that if “evil” scapegoats were exterminated, everything would return to an Eden-like Utopia. Precedents have proved important in making incidents happen throughout human history.

Even the Nazi symbol of the swastika means “hooked cross” in German. The symbol of the swastika had benignly existed in Neolithic times and in other cultures until Hitler twisted it into his genocidal logo. Even so, the Nazi swastika was surreptitiously piggybacking on the Christian iconography of the crucifix to sweeten a bitter pill and render it acceptable en masse.

“The story being told in ‘Star Wars’ is a classic one. Every few hundred years, the story is retold because we have a tendency to do the same things over and over again.”

George Lucas

Propaganda is the propagation of an idea. That goes for creativity too. George Lucas managed to collapse and rebrand many different mythological and historical archetypes, icons and structures into his Star Wars series. Take the Jedi knights for example. They were the protectors of the Old Republic. Just as King Arthur had his Knights of the Round Table, Roman Emperors had their Praetorian Guard and Hitler had his SS Liebstandarte personal bodyguard, the Jedi/Sith orders were riffs on structures that people were consciously or unconsciously aware of. Thus it leant an automatic credibility to Lucas’s ideas.

Ridley Scott did something similar with Alien. There were vague suggestions in the script as to what the creature looked like but nothing concrete. Screenwriter Dan O’Bannon gave Scott a 1978 book by conceptual artist H.R. Giger titled Necronomicon. Giger had an incredible and unique surreal style that came across as suffocating biomechanical erotica. When Scott saw one of the many creatures in Giger’s book, he knew he had found his monster.

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The creature collapsed many of our darkest sexual fears into one beast; its phallic head and tail, its erectile teeth and slavering mouth that recalled the vagina dentata (the folk myth of toothed female genitalia that goes back as far as Ancient Greece). So the creature was at once alien yet oddly familiar in ways that were not apparent at first.

It could be one reason why some sequels don’t work as they move too far away from what people already know and want. The best artists know how to give the public something similar in a new way.

© Stewart Stafford, 2015. All rights reserved.

The Vorbing: The Book Cover

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The Vorbing by Stewart Stafford (Coming in early 2015)

The book cover for The Vorbing will be delivered to me on December 15th, 2014. I have just spent the morning answering dozens of the designer’s questions and sending as many photos and other visual aids as I can. Exciting times. It’s another step on the way to my dream and I am slowly but surely getting there with the help of others.

From Bookster to Huckster – The 21st Century Writer

Your book is nearly out there. The last creative juices have been squeezed out and your material has been edited to within an inch of its life. Time to put it out to the public and then terror strikes…you’ve got to sell the damn thing. You’ve got to move from the introverted life of a writer to the extroverted one of a salesperson and self-promoter.

Some writers began capturing their thoughts as it was a lot easier than saying them out loud to another human being and enduring the instant critique of body language. All before their listener had even opened their mouths to tell the writer what they thought of their ideas. Now, the hats must be switched and some writers face it with absolute dread. From dealing with fictional characters, they are now in the blinding spotlight as themselves and face all the probing questions that will come their way. They have to justify all their choices and decisions and in public too. There may be book tours, some writers hate having to perform in front of an audience and are unable to deliver the lines they’ve written in a way that will engage an audience. Some writers are barely audible when they speak. Some are absolute naturals with audiences and can be charming and funny. They tend to be booked for more public appearances and sell more books as a result. Being easy on the eye doesn’t hurt either, although some writers…well, we won’t go there.

Online selling is a lot easier than in person but again, some writers are not tech-savvy. For some, turning on a computer is the height of their technical abilities. For self-published writers, that can mean a lot of work as they may not have the finances to engage a big PR firm to drum up sales for them. However, in the vast recesses of the information jungle that is the internet, help is at hand. You can find YouTube tutorials on just about anything these days like how to use Photoshop (for mocking up or doing your own book covers). They’re quick, they’re free and you can repeat them as often as you want until you get what they’re telling you. It is possible to get technical if you put in the time and know where to look.

Hucksterism for writers is a necessary evil so resistance is futile. More sales give you more money and more choices and free time to write and we’d all love a bit of that. After all, nobody puts weeks, months and sometimes years into writing something to leave it gathering dust in a drawer. That’s where your inner salesperson comes in. They will help you spread the words, your words, not the.words of someone else. As Farrah Grey put it: “Build your own dreams or someone else will hire you to build theirs.” Don’t shy away from success or apologise for it. You’ve worked hard and you should reap the rewards of your labour like anyone else.

Writers might think they are cheapening themselves by being a huckster but all that will remain when they are gone will be their work. If they’ve huckstered properly, it will be work that will be read and remembered long after they are gone and that is true immortality.

© 2014, Stewart Stafford. All rights reserved.