JK Rowling and the Secret of The Cuckoo's Calling

JK Rowling: What's in a name?

In April 2013, an ex-military policeman, Robert Galbraith, published his debut crime novel, The Cuckoo's Calling. Though critically-acclaimed, according to the New Statesman it only sold a little more than 1,500 copies. Then something spectacular happened.

Richard Brooks, the Sunday Times' arts editor was of the opinion that the quality of the writing was too good to be that of a new author. Later, a columnist at the Sunday Times received a tip-off that the book had actually been written by JK Rowling; and finally JK Rowling admitted that it was indeed her work. Rowling told the Sunday Times, "I hoped to keep this secret a little longer because being Robert Galbraith has been such a liberating experience. It has been wonderful to publish without hype or expectation, and pure pleasure to get feedback from publishers and readers under a different name."

Before this news broke, according to an article in the New Statesman, The Cuckoo's Calling was ranked #4,709 at Amazon. Within a couple of days, it had hit the top of the charts at #1, and journalists have been falling over themselves to write-up this extraordinary event. Again by the New Statesman's reckoning, at the time it hit the #3 slot at Amazon, the book had made a 150,000% "increase in sales over just one day."

Can you spare any change?

Sadly, #BuyMyBook! is an ever-more-frequent and insistent message to be seen in the social media, and the screen shot from Twitter, shown below, really is a classic example of how not to hawk one's wares:

Old school marketing

This kind of approach, which you could call legalized spam, is based on old school marketing, the erroneous belief that one is in competition with tens of thousands of other authors, and that the only way to have your message heard is to shout more loudly and more frequently than all the others.

Things are not made any easier by a minority of authors who shamelessly abuse the new linebreak feature at Twitter (which is great when used in moderation) to post multiline "display adverts" so that they stand out in the crowd. Nor are things made easier by authors invading or hijacking hashtags used by genuine readers, such as #amreading, to advertize their books when they have so many hashtags of their own that they could use, like #kindlebook and #99cents.

It goes without saying that adopting this approach, the "tweet-readers' experience" can only go from bad to worse, and that for the tweet-authors, there will be a rapidly diminishing rate of return. And there is sure to be an angry or frustrated backlash, especially from the old guard of traditional publishing, who just love to crow about the failings of the unwashed masses, the hoi polloi and the dire threat posed to civilization by latter day "vanity publishing".

Tips for writers #5: Getting citations

Getting noticed as an author

Like many authors, you may collect snippets from reviews in the media which heap praise on your books, and then post these on your web site. A typical snippet might read "... absolutely brilliant!" ~ The Times.

Give full publication details

This is fine for your own purposes and to woo your own readership, but if you would like to later have these reviews and interviews cited and used in a Wikipedia article about you or your book, then it would be beneficial to provide more information, including the name of the author, the publication, the article or column title, the date, the page range and, if the material is on-line, the web address. Avoid simply giving a web address, as on-line resources may well be moved or taken down at a later date, leaving a broken link, a process known as "link rot". This will make it far easier for editors and readers at Wikipedia to locate and verify the source and for editors to decide for themselves how to represent the review or interview in the Wikipedia article.

Is this the end for peer review at Amazon?

I see that the Amazon UK reviews for J.K. Rowling's The Casual Vacancy have already been utterly hijacked, within hours of publication. Most of the 1-star reviews are complaining about pricing, making no attempt to actually review the contents, and the book is also being tagged with terms like "kindle swindle".

Across at the Amazon page for John Locke's How I Sold 1 Million eBooks in 5 Months!, one of the critical 1-star reviews entitled The Secret He Left Out, about how he paid for 300 fake reviews, has been ticked as helpful by no fewer than 531 of 563 people, after the review was repeatedly tweeted and retweeted at the social networking site, Twitter.

Authors tempted to fake reviews and pimp their bios

There's been quite a hoo-hah recently about authors faking reviews at Amazon and on-line forums. Little has been said as yet, at least publicly, but I predict that the talk will sooner or later turn to the same kind of fakery and pimping going on at the on-line encyclopedia, Wikipedia.

In an article entitled The Best Book Reviews Money Can Buy in the New York Times, the author John Locke admitted that he'd bought 300 fake reviews, even getting the reviewers to purchase the books directly from Amazon so that their reviews would show up as verified purchases. Elsewhere, it's noted that such reviewers received only half of their fee from the agency involved if they felt that they could not deliver a five star review. Ironically, this unethical and debatably fraudulent big secret is something that John Locke left out of his book How I Sold 1 Million eBooks in 5 Months!

The Telegraph and other newspapers also ran the story of author R.J. Ellory who was caught out using sock puppets (pseudonymous on-line personas) to create fake reviews lauding his own work and criticizing rivals. Some commentators suggest that this is just the tip of the iceberg.

The indie author's quest for reviews

As an indie author, I've just spent the best part of a week googling and listening in on twitter streams like “science fiction”, in search of possible reviewers. I've managed to locate four lovely bloggers who are first of all willing to review indie authors and who, furthermore, are willing to read soft science fiction.

The gatekeepers and the slush pile 

What I've found time and time again, however, is that a great many reviewers (most of whom are themselves self-published) will not look at the work of the indie author or the self-published. One such reviewer, Gav Reads, has written a blog post entitled “Thoughts – Reasons Why We Reviewers Won’t Read Your Self-Published Book” which will give you a taste of what indie authors are up against, not only when looking for mainstream reviewers but also book review bloggers, and what reviewers are themselves up against.

 

With paragraph headings like “We [reviewers] know it’s going to be rubbish”, as you can imagine, this led to a lively debate and raised a few hackles – not least my own. I think that the mistake I made was to be mildly offended by the double standards operating between Gav's use of the term “We Reviewers”, which includes the self-published and suggests a superior class of sentient being, and the notion of “Real Writers”, which excludes self-published proles like me.

Grey hat gaming of the book marketing system

I'm all for authors helping one-another out and fostering community spirit, but I am concerned about certain robotic, quasi-automated schemes that are being used to artificially "game the system", akin to "black hat" search engine optimization (SEO) techniques, such as reciprocal web site link exchanges, that fortunately incur penalties from the likes of google.

I call these schemes "grey hat", since I see this as a grey and at times murky area in which those who game the system gain an unfair advantage over those who choose to abstain; and the last thing we need as writers is to start thinking of our craft as a competitive sport and not as something wonderful in which we all peacefully and healthily cooperate.

The schemes often operate this way: you join an ebook service web site or adopt a twitter hashtag to get other members or hashtag users to tag your book at Amazon (with labels like "dystopia" or "science fiction") so that it appears in more search categories and is more visible to customers; and in return, you reciprocate by tagging other people's books. It's one thing doing this for a friend where you have a genuine interest in their works, but it's a grey area when it comes to tagging others whose works you don't actually know, just so they'll reciprocate. In some cases, the author will comment on a web site discussion thread suggesting tags which they would prefer others to use, and they tag others -- any others -- who've made earlier comments.

The indie author's marketing blues

There's only one thing that disturbs me more than the initial stages of a book, when the ideas are there wriggling and squirming inside me, wanting to be let out, but the book as yet has no form; and that is the period after writing a book and having just been through a first wave of marketing. Coming in a close third would be when faced with a fallow period between two books, though experience may teach us that this is quite natural and nothing to be unduly concerned about.

It's gone midday here in England and I still don't feel like I've quite woken up today. I figure it's maybe withdrawal symptoms after the adrenaline rush of the last two days' free Kindle promotion, and yet it's more than that. Much more. It feels a bit like the morning after the night before, when yet again you didn't get to meet the woman of your dreams and are also left worrying in case you became a little too drunk and made an ass of yourself.

I actually find the marketing process mentally and emotionally challenging, which is great at the time; but also eventually quite draining.