Category Archives: sales technique

Press Self-Destruct: Newspaper Dinosaurs in the Digital Age

If I ever have grandchildren, I’m sure I’ll tell them about the time a newspaper did an article about me. “What’s a newspaper, granddad?” they’ll ask with genuine wonder.

Traditional or “legacy” media (a term which already appears to have consigned television, radio and newspapers to history’s dustbin) forms are struggling to survive in the 21st century. Newspapers, in particular, are seeing sales drop at an alarming rate which, in turn, reduces advertising revenue and only older, die-hard brand loyalists are happy to pay to access content on newspaper websites. It tries to roll with the times to stay afloat by hiring bloggers and sourcing stories from hackers and activists (or “hacktivists”, if you will).

The problem is that the newspaper business model of is dying and the purveyors of the new business model are not only deciding what crumbs to feed the press, they’re naming their price too.

newspaper-extinction-timeline

There is now a timescale for the demise of newspapers in most countries. It is comparable to how self-publishing challenged the dominance of printed books. Reports of the end of hardback and paperback books have been prematurely announced many times in the last decade. Then sales of ebooks dropped and the electronic takeover didn’t happen. It turns out that people like the feel and smell of a real book. Technology has an annoying habit of losing power or breaking down. Recharging is not always possible but printed books never need that just a light source to read from.

ebookvsbookThe internet had a similar affect on music too. The mp3 file appeared to have trumped vinyl records which were in a similar decline. Now vinyl sections of record stores are growing as are sales. There’s life in the old analogue dog yet.

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Could print media stage a similar comeback? It’s probably wishful thinking as news or rather the information itself is freely available from endless sources. If newspapers charge for content, people can get it somewhere else for free. Citizen journalists don’t have the resources of a major newspaper or that Pulitzer cachet, but they do have that most precious modern commodity in abundance – time. Printed newspapers report yesterday’s news, by which stage a newer story has broken online. Yes, the papers can update their websites but the loyalty is to the information and whoever breaks it first now and not the brand. Even if a newspaper gets a scoop, it can be repackaged by news aggregrator sites and the reader may not even know who originally broke it. In the frenzy to get likes and shares and the kudos of being first with news, the basic courtesy of a hat tip to the originator of a story also appears to be endangered.

So it appears the newspaper is terminal decline. It was a remarkable phenomenon while it lasted but, sadly, it seems to be going or have already gone the way of the Dodo.

© Stewart Stafford, 2017. All rights reserved.

 

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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.

Muhammad Ali: The Greatest Legacy?

“I’m not just a boxer!” Muhammad Ali once said. He wasn’t. He was so much more than that. Apart from his fluid, balletic boxing skills in the ring, he was one of the first sportsmen to use psychology to wear down his opponents before a punch had been thrown. He was fighting some of the toughest, hardest-punching men in the world but he cleverly figured out that they had built up their bodies but neglected their minds. So he used words like weapons, chipping away at his rival’s psyche until they were beaten men and didn’t even know it. That tactic certainly worked with the brutish Sonny Liston in the 60s. Just watch the old black-and-white press conferences as Ali fires one verbal missile after another and world champion Liston can’t believe what he’s hearing from this cocky young pup.

Ali I Am The Greatest

Muhammad Ali was born Cassius Clay. He changed his name for this reason: “Cassius Clay is a slave name. I didn’t choose it and I don’t want it. I am Muhammad Ali, a free name – it means beloved of God – and I insist people use it when people speak to me and of me.” He grew up in a time when black Americans were third-class citizens. He won the Light Heavyweight gold medal at the Rome Olympics in 1960, came back to America, and, when they refused to serve him in a restaurant because of his colour, he went outside and threw his gold medal in the river. Even after becoming Olympic champion for America, no one believed in him. So he believed in himself. He could use words to attack but he could also use words to pump himself up. He called himself The Greatest until he and the world believed it. It gave him the confidence, like a self-fulfilling prophecy, to make his dreams a reality against the tide of begrudgers who wished him ill.

He used words to taunt but he also wrote poems, told jokes and gave speeches to inspire. Some credit Ali with being the first rapper and creating hip-hop music.

Ali Handcuffed Lightning

In 1974, Ali had perhaps his most famous fight, The Rumble in The Jungle in Zaire, Africa against George Foreman. Nobody gave the ageing Ali a chance. If you watch the Oscar-winning documentary When We Were Kings, you’ll see the extraordinary mental process Ali engaged in to psych himself up for the fight. He begins at the first press conference asking who thinks he can win the fight. Nobody does and he seems down. Then he goes on the attack against his critics. Then he starts working on himself: “Everybody’s scared…there’s nothing to be scared of!” You can see he doesn’t quite believe what he’s saying yet but he keeps going. He turned to his religion for reassurance: “All I need is a prayer because if that prayer reaches the right man, not only will George Foreman fall, mountains will fall!” Ali refused to watch Foreman training, even when they passed each other in the gym. He blocked out his fear. Then Ali tried a different form of psychology on Foreman, a similar brute to Sonny Liston. Ali was 32 then, his speed had left him and he needed a new tactic. He called it rope-a-dope in which he would go to the ropes and absorb punishment before launching a surprise counterattack when the other fighter was exhausted.

Ali Foreman

When fight night came, Ali started throwing right-hand leads at Foreman. As in any battle, doing the thing your opponent least expects usually ends favourably. A right-hand lead has to travel twice as far across the shoulder to land and it’s hugely disrespectful to any fighter especially the champion of the world to catch him with one let alone twelve as Ali did. Foreman, enraged, punched himself out in the blistering African heat and Ali shocked the world by winning back his world title at the past-it age of 32.

Ali Knocks Out Foreman

Ali was a political figure too. He became a black Muslim and changed his name, that was a political act. He was involved in the Civil Rights struggle with Malcolm X, that was a political act. And he refused to be drafted into the U.S. Army to go fight in Vietnam, there is no greater political act than that. He said: “Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on brown people while so-called negro people in Louisville are treated like dogs?” Ali was stripped of his titles, boxing licence and was out of the ring for four years in his prime. He didn’t sit around and mope but went on a tour of American colleges to get the young people on his side (and against the war) with his wit, charm and intelligence. Another political act.

Ali He who is not courageous

Those four years out of boxing cost Ali huge sums of money. Financial pressure and his enormous pride made Ali continue fighting long past his prime. His last, disgraceful fight came three months before his 39th birthday. An ailing, flabby Ali was easily outclassed and hurt by his old sparring partner Larry Holmes. It was an undignified end to an incredible career.

Then began the next great fight of his life when he was diagnosed with Parkinson’s syndrome and the verbose Ali was replaced with a trembling, whispering giant. He still managed to light the Olympic flame at the 1996 games, a highlight for anyone who remembers it. His condition worsened in recent years until he was unable to speak. For the last 30 years, this has been his frail public image. If any good comes from his death, it will be that all his classic clips will get aired again so today’s youth can see what the man was like in his dazzling pomp.

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Ali had a dark side too. Fellow boxer Joe Frazier helped Ali out financially when he was banned from the ring. Ali later turned on Frazier, ruined his reputation by calling him an Uncle Tom and a bitter feud developed between them.

Frazier Drops Ali Bigger

It resulted in Frazier breaking Ali’s jaw and knocking him out in their epic Madison Square Garden encounter in 1971 (that resulted in Ali being out of the ring again for a good while). Despite having a white Irish great-grandfather named Abe Grady who’d married a freed slave out of love (not slave rape as Ali conveniently claimed), Ali said some nasty, racist things about white people including: “The white man is The Devil!” He even compared the white race to poisonous snakes. Pretty distasteful stuff but typical of the hardline rhetoric he was absorbing from radicals around him at the time. In 1972, Ali went to Ireland and received a rapturous reception from a then all-white country. Jose Torres, journalist and former world light-heavyweight champion who accompanied Ali to Dublin, said: “I want to tell you something now: I think that it was his experience in Ireland that reminded him of the goodness of white people and he began easing his attacks on the white man after that. It was when he began to take out of his dictionary the talk about the white devils. How could he think bad of white people when every street he walked down in Ireland, he had all these white people loving him?” In 2009, Muhammad Ali journeyed to Ennis in Ireland (below) where his great-grandfather came from and everything came full circle.

Ali Ennis Boxing Pose

Like Shakespeare’s King Lear, Ali is “a man more sinned against than sinning.” History will be kind to him.

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When Elvis Presley died in 1977, the Soviet news agency Tass granted him American icon status along with Mickey Mouse and Coca Cola. Muhammad Ali has more than earned that status too. So long denied recognition, Ali forced the United States to overcome its prejudices and acknowledge him and his people. That is perhaps his greatest victory and a lasting legacy that will inspire people of every race, colour and creed for generations to come. May he rest in peace.

Ali How I Would Like To Be Remembered

© Stewart Stafford, 2016. All rights reserved.

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.

The Martian Book

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.

David Bowie – Anonymous Icon

“If you feel safe in the area you’re working in, you’re not working in the right area. Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just in the right place to do something exciting.”

David Bowie

Bowie 60s Album

David Bowie was all wrong for the 1960s for many reasons. Firstly, he tried to fit in with whatever trend was happening at the time. He hadn’t found his own look or voice yet. We’re all guilty of mimicking our influences until we find ourselves. (Some of Bowie’s 60s output has been compared to The Who. During the recording of Under Pressure with Queen in 1981, Brian May played a take and said it sounded like The Who. Sixties Bowie might have been pleased with the comparison but not the Bowie of 1981. He frowned and said to Brian May: “Well, it won’t sound like The Who by the time we’ve finished with it.” He was not an imitator anymore but an innovator pushing for perfection.)

David Bowie had been ignored in the 1960s. He had been trying since he was 15 in 1962 to break into music with various bands, images and sounds. He’d been a mod, an acoustic hippy and even tried putting out novelty records like The Laughing Gnome. After seven years, he had only managed one hit right at the tail-end of the decade in September 1969 with Space Oddity (he’d never be allowed that much time in today’s music business and the world would miss out on a spectacular talent). For nearly three years after that, nothing he tried worked.

The late sixties were all about Flower Power and everyone being one with each other and the Earth. Bowie, with his unusual eyes, was about the opposite – the outsider.

Bowie 60s Eyes

Bowie wasn’t going to be ignored again and decided on a new strategy for the 1970s. He would push his outsider look about as far as it could go to become the gender-bending extraterrestrial messiah Ziggy Stardust in the 1970s. Whereas Elvis was himself, Bowie would play a character to become a superstar, an interesting twist on what The King had started. It was influenced by the androgynous look of Little Richard in the 50s and Bowie was a huge fan of that.

“It’s always time to question what has become standard and established,” he said.

Bowie Dress

David Bowie wasn’t going to follow the crowd and try to fit in anymore. He was going to use shock tactics and press everyone’s buttons. He was going to wear a dress and publicly state that he was gay despite being married to Angie (the gay thing is no big deal these days, back then the impact of such a statement was seismic. Many Hollywood stars like Rock Hudson denied they were gay in interviews until the end as they were afraid it would ruin their careers. As Bowie didn’t really have a career at the time, it had the reverse effect and was the making of him).

Bowie was clever enough to figure out that there are two ways to get your message out there; advertising (which costs money) and publicity (which is free). He was going to make the press work for him by tossing them eye-opening quotes and posing for provocative pictures to make them do the work of drumming up interest in his career with headlines. While wearing dresses didn’t give him the breakthrough he craved, it gave him his first unique image and people started to remember him. Bowie was moving in the right direction.

To give an example of how brave David Bowie was, he decided to walk around TEXAS wearing A DRESS in the early 70s! A guy called him a fag and pointed a loaded gun at his head. Did it phase Bowie? Nope, on the contrary, it proved his shock tactics were working. He was getting noticed at last. He wasn’t following another trend, he was setting his own. Bowie would do exactly what he wanted in the 1970s and nobody was going to stop him and they didn’t. He was about to take things even further and really push the boundaries of what was acceptable.

Bowie Fellatio 2

On June 17th 1972, Bowie performed mock fellatio on guitarist Mick Ronson at a show in Oxford. Bowie’s manager Tony De Fries took Mick Rock’s photo and had it made into a full-page advert in music paper Melody Maker. There were repercussions and paint was thrown on the front door of the house in Hull where Mick Ronson’s parents lived. Paint was also thrown on the car he’d bought them. Ronson left the tour but was persuaded to return. If Bowie was going to suffer for his art, so were those around him.

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On July 6th 1972, David Bowie appeared in what would be a life-changing performance of Starman on the now-defunct Top of the Pops. During his spot, guitarist Mick Ronson joined him to harmonise and Bowie draped his arm around him in a limp-wristed fashion. Bowie knew exactly what he was doing. A young Boy George remembered his grandmother saying “oh, he’s a poofter!” when she saw Bowie make that gesture and similar statements were uttered in homes all over Britain. Of course, anything parents didn’t like was automatically what kids were going to get into and they flocked to Bowie in their droves as new fans (concert audiences began to grow noticeably after this). It was a masterstroke. In a Stardust flash, David Bowie was a star after a decade of trying. Such was the power of television then. It had made Elvis a star in the 50s, saved his career with the ’68 Comeback Special and did the same for Bowie in 1972.

Bowie Eyepatch

The Ziggy Stardust image was such a hit, Bowie said “I thought I might as well take Ziggy out to interviews as well. Why leave him on the stage? Why not complete the canvas? Looking back it was completely absurd. It became very dangerous. I really did have doubts about my sanity. I can’t deny that experience affected me in a very exaggerated and marked manner. I think I put myself very dangerously near the line. Not in a physical sense, but definitely in a mental sense.”

While Bowie appeared to be telling all his most intimate secrets to the world, what he was really doing was projecting a fake image of himself and revealing nothing. In later years, long after he stopped playing characters, he retained that air of mystery even up until his death (especially after his enforced retirement following a minor heart attack on stage in 2004).

Bowie Finger
Check the finger, Paparazzi!

 

It’s something he has in common with Freddie Mercury, both men hid in plain sight for decades. When you look at the information they left behind about themselves, it seems to tell you a lot but doesn’t. They showed but didn’t tell and perfected the politician’s art of doublespeak. That is why the public remain fascinated with them and will continue to be for the foreseeable future.

© Stewart Stafford, 2016. All rights reserved.

The Segregation of Shock

“Ah, good taste! What a dreadful thing! Taste is the enemy of creativeness” – Pablo Picasso

I have written a fantasy/horror novel about war with vampires called The Vorbing. It is hard to deal with either of those subjects without dealing with bloodshed. Yet, I have discovered, to my great surprise, that there is discrimination by book reviewers against books with “gore” (which they find “tacky” and on the same level as porn) and “extreme violence” (which they find “offensive.” That’s strange as fiction isn’t about real pain or suffering so there’s nothing to be offended by. It’s all make believe). They had better not read The Bible then or anything by Shakespeare.

In Act III, Scene VII of Shakespeare’s King Lear, the elderly Earl of Gloucester has his eyes gouged out by the Duke of Cornwall with the words: “Out, vile jelly! Where is thy lustre now?” Pretty graphic stuff but it perfectly illustrates the upside down nature of Lear’s kingdom once he mistakenly divides it up between his three daughters.

The crucifixion of Jesus in The Bible also has scenes of graphic torture followed by the slow death of Christ that follows. Again, this is deliberate to make the reader or the listener in church live every wound with Christ as he dies for our sins (or so The Bible says, believe or don’t believe what you want, dear readers).

Where did this ludicrous squeamishness appear from suddenly? Why are books being prejudged for their content without being given a fair chance?

“Don’t judge a book by its cover,” the old adage goes. Equally, don’t judge a book by its content until you’ve read it. If you dare to write extreme scenes, you are essentially barred from getting not just a fair review but ANY review. This is wrong on all levels. It is holding back writers that want to try new things and push boundaries. You don’t get great art by playing it safe but that is the message being sent out loud and clear by these reviewers. Conform and be unimaginative is their coda.

It is a form of censorship and all that entails (I always get images of Nazi book-burning in my head when I think of censorship) My old acting teacher told me never to censor myself as that’s when all the good stuff happens. She was and is right. I never have censored myself and I never will. Nor will I allow others to censor me either. The glorious freedom of writing is a beautiful thing that must never be stifled.

I am not saying be outrageous or controversial for the sake of it. That is petulant attention-seeking. Some writers are acutely aware that there are two ways to get your message out there – advertising (which costs money) and publicity (which is free). Being cynically controversial is the cheapest and fastest way to sell anything. The media and chattering classes see to that. I am saying take risks because your characters and their world take you there or demand that you do. Even if these lily-livered reviewers want you to water down your work, I say don’t. Why? I’ll give Shakespeare the final word: “To thine own self be true.” Amen.

© Stewart Stafford, 2015. 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.

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.