"Start a huge, foolish project like Noah," is one of my favorite lines from a poem written by Rumi, a Sufi poet born in A.D.1207. Although Rumi was writing about spirituality, his words apply equally to writers. Too often we limit ourselves to tackling small projects that seem sensible to us– sensible because they don’t break any of the rules of writing or publishing. Unlike Noah, when we’re surrounded by people who tell us it can’t, or shouldn’t or doesn’t need to be done, we listen and shove our huge, foolish projects aside.
In case you hadn’t noticed, the skies are clouding up and the raindrops are starting to splatter on the pavement. Consider the facts:
Although consumer book sales rose 6 percent in 2003, adult hardcover and mass market books, which make up 54 percent of sales, remained flat. The gains were chalked up by religious books and children’s and young adult hard covers. Audio books and e-books also sold well.
Brick and mortar bookstores continue to be the most popular place for consumers to buy new books, but that doesn’t mean the stores had it easy. The superstores such as Barnes & Nobel and Borders returned approximately 30% of the books they ordered to publishers.
One possible cause for the flat-line in book sales is a decline in reading for pleasure. According to the survey conducted by the National Endowment for the Arts, literary reading has dropped by 10 percent over the past 20 years. At the same time the number of people who consider themselves writers increased by 30 percent, from 11 million in 1982 to more than 14 million in 2002. Ouch!
The top three online sales sites for used books are taking a bigger and bigger chunk of the market. Used book sales do not profit publishers and they don’t put royalties in authors’ pockets. In 2003 used books amounted to 14% of the books sold in the U.S,. This year, one week after Bill Clinton’s autobiography was released 300 used copies were posted on Alibris, ABE Books and, Amazon. As publishing companies continue raise book prices in order to compensate for flat sales, more readers will buy used. According to Forester Research, by 2007 used books will account for 28% of book purchases.
With such a deluge of gloomy news, it’s tempting for both writers and publishers to cling to a better safe than sorry mind set, but successful writers are staying afloat are daring to be different. Two recent top selling novels, The Curious Incident of a Dog in the Night Time by Mark Haddon and The Lovely Bones by Alice Sewell, have unlikely protagonists. In the first the narrator is an autistic boy. In the second a young murder victim tells the story. Using narrators like these is something that just isn’t done. But both authors broke the rules and now they are laughing all the way to the bank.
Consider juvenile books rising star, Lemony Snicket. We all know that dark comedy for children just doesn’t work, but the first Snicket book was published in 1998, and since that time total sales for books in the series are over 5 million. The latest one, The Grim Grotto (Book 11 in a Series of Unfortunate Events) isn’t due out until September 21st. By September 13th, presales had boosted its rankings to 13 on Amazon.com. Breaking all the “rules” of marketing to children, Lemony, a.k.a. Daniel Handler, announces on his website, "If I were you, I would immediately turn your computer off rather than view any of the dreadful images, read any of the wretched information, play any of the unnerving games or examine the unpleasant books presented within this website." Of course kids can’t resist and neither can their parents. (http://www.lemonysnicket.com).
Successful authors also push the envelope in the way their books are delivered. Young adult book author Avi formed the company Breakfast Serials that has the motto, Good Books Unbound. Under the direction of Linda Wright, the Denver-based company has syndicated serialized books to over 500 newspapers. (This despite the fact that everybody knows newspaper serials are a thing of the past, and that kids don’t read the paper.) Instead of wringing their hands about the rise in a-literacy – people who know how to read, but choose not to do it, Avi and Wright are not only making money for their firm and 14 writers; they are taking steps to raise the rate of literary reading. (http://www.breakfastserials.com) .
Back in 1998 when electronic publishing was considered to be a flash in the pan, author M.J. Rose self-published her book Lip Service. She set up a website so that the book could be downloaded and then set about promoting it. Even though at the time self-publishing just wasn’t done by “real” authors, her tactic worked. After she sold 2,500 copies, Pocket Books picked up the title. In the past seven years Rose has written four more books published by Pocket Books, Ballantine and Mira. Today, considered an authority on writing and self-promotion, she contributes to Poets & Writers and The Writer. (http://www.mjrose.com).
Book publishers aren’t known for their inventiveness, market research or foresight.. When drug and alcohol recovery books started to sell, they couldn’t publish enough of them, stopping only when the market became completely glutted. Then series romances became hot in more ways than, one and the houses pushed them out so fast, they didn’t stop to proofread. Next it was New Age. Now with the success of the Harry Potter series (Everybody just knew long books wouldn’t sell in the juvenile market.) publishers are starting to turn out several fantasy series for young adults. That’s when they aren’t signing authors to do more religious books.
What’s a writer to do? First, take a few deep breaths before starting your darkly comedic, young adult fantasy series with religious overtones. By the time you finish, there will be a dozens on the book shelves, and publishers will be riding the crest of yet another trend – one started by a trailblazing writer who embrace a projects that just isn’t done.
Second, do your own market research about what people want to write. Write what you want to read.
Third, market your work. Publishers continue to print record numbers of titles in the hope that one or two will become bestsellers. Occasionally they do take risks. They published Haddon and Sewell and Handler and Rose. Get your manuscripts in front of editors.
There’s no better time to start a huge, foolish project than the present!
This month make a list of all projects you talked yourself into abandoning or postponing indefinitely because they just weren’t done. Pick the one that calls out to you with the strongest voice. Spend a few writing sessions elaborating on it. Be outrageous. Start your project with one small act. Follow that act with another and another, remembering that everything is written one word at a time.