Artificial Word of Mouth

They say -- quite rightly -- that the most effective kind of publicity is word of mouth. But in my experience, word of mouth has two kinds.

There's the natural kind, where someone reads a book (or sees a movie, or whatever), loves it, and tells their friends about it because they want to share the love. Natural word of mouth is extremely effective, because it's honest and it comes from people you trust.

Then there's the artificial kind, which is harder to define. It might be tweeting about something to enter a contest, for example. Or giving someone a 5-star review in the hopes they will do the same for you. Or blogging about a friend's book because they're your friend, not because you actually read/liked the book.

Artifical word of mouth is not inherently bad, but it's not publicity. It's more like marketing, a paid advertisement. People know it's not coming from a real place, but at the same time it may be the first or only time they hear about your book.

Artificial WoM has a mildly effective, short-term effect. It's a good way to grab votes or one-time donations, and if you have a product that people like, it can be a good starting point for natural word of mouth.

But by itself, artificial WoM is pretty poor at creating a fan base. Worse, if used too much, it can have a negative effect. People can tell the difference between artificial and natural word of mouth, and while we understand the need for the artificial kind, we don't like it. After a while, it gets annoying.

Even worse than that, it can devalue what you have to say. If all your reviews are 5-stars, the stars become meaningless (seriously, guys, real books get 4 stars too). If you frequently talk up books that are written by your friends and -- let's be honest -- aren't that good, people will stop listening.

The guys at Penny Arcade impressed me a few years ago when they started accepting paid ads only for products they've tried themselves and actually like. Now it's the only place on the whole internet where I actually pay attention to the ads. They've made a natural thing out of something artificial.

We don't have to go that far (shoot, most of us don't have the clout to), but our words do have value. Be aware of that, and use yours wisely.

What's your opinion? Can artificial word of mouth be effective?

How I Got a Referral

You may recall that, before I got an agent, I had a referral to another agent. A lot of writers believe you have to know someone to get an agent -- that the industry is exclusive and likes to stay that way. It's an understandable belief what with all the rejections we all get, and there's even a teeny tiny bit of truth to it (e.g. we read things more favorably if we know the person).

This leads to the further belief that a referral is gold: just get someone to like your work, and you're in. It's not true, but a referral can help. Here's the method I used to get mine:

1. Be friends with other authors. Whether they're published or not, without caring what they can do for you. (Note: Commenting on published authors' blogs and responding to their public tweets is not the same as being their friend.)
2. Critique other authors' manuscripts. Again, whether they're published or not, and without caring whether they can critique yours in return. In fact, assume they won't.
3. When you have a manuscript for critique, ask these same author friends. When you ask, treat it like the huge favor it is. Critiquing an unpublished novel is a lot of work, so be very, very nice when you ask, and make it clear that you understand if they can't/don't want to do it (that is, make it easy for them to say no). It's hard to go overboard on this.
4. If one of your critiquers is in a position to give you a referral, don't ask for it. Asking for a direct referral only puts them in an awkward situation. If they love your manuscript AND think their agent will love it (these are two different things, by the way), they'll probably tell you. If you think they're not for some reason, then just ask if they think it would be a good fit for their agent.

People don't always like this advice, because supposedly it "never hurts to ask" and because what's the point of creating a network if you never use it?

The thing is, it can hurt to ask, especially if you're pushy and don't take no very well. You can lose a friend. (I guess you could also lose a network contact but, I dunno, I think losing a friend is worse).

And in this case, in my opinion, it doesn't hurt to not ask. The query system works, guys, and I'm not just saying that because I got picked out of the slush pile. I've always said that. If your work is good, and it's right for the market, it will find a home. If it's not, a referral isn't going to change anything.

Usually a referral will only get you a quicker rejection, and handled badly, it can lose you a friend. To me, that's not worth it. Don't hunt for mythical shortcuts. Use that time to become a better writer instead.

My Query and a Chat With My Agent

Many of you have been asking to see my query letter. Well, today's the day. To see the Air Pirates query, along with comments from myself and Matt MacNish, go visit Matt's blog. (If you'd like to read the query without comments, I've pasted it below).

But wait, there's more! To read more about Air Pirates, how it came to be and why my agent likes it, head over to Krista V's blog (wherein also my agent makes MY NEW FAVORITEST COMPARISON EVER).

What are you still doing here? Get thee to Matt and Krista's blogs!

Oh right, the query:

For Hagai's 17th birthday, he receives a stone from his mother that shows visions of the future. The thing is, Hagai thought his mother was killed ten years ago.

The bravest thing Hagai's ever done is put peppers in his stew, but when the stone shows his mother alive and in danger, he sets out to find her. Air pirates are hunting the stone too, and it's not long before a young pirate named Sam nicks it. Hagai tracks Sam down and demands the stone back--politely, of course, because Sam's got a knife.

Oddly, Sam offers him a job. He needs someone non-threatening to consult a seer hiding among the monks, and he reckons Hagai is as non-threatening as they come. Hagai agrees, intending to turn Sam in at the first opportunity. But when the seer says Sam is the key to finding his mother, Hagai chooses his mother's life over the law.

Though Sam has the Imperial Navy and the world's most ruthless pirate on his keel, Hagai joins Sam's crew, headed toward some godforsaken island he's never heard of. He doesn't trust Sam, and the stone haunts Hagai with visions of his own death. Nonetheless, he's determined to change the future and find his mother, if it's not already too late.

AIR PIRATES is an 84,000-word YA steampunk adventure, set in an alternate world. I think it would appeal to readers of Scott Westerfeld's LEVIATHAN trilogy. My short story "Pawn's Gambit," set in the same world as AIR PIRATES, has appeared in BENEATH CEASELESS SKIES and THE BEST OF BENEATH CEASELESS SKIES, YEAR TWO anthology.

Tricking a Reader: Character Death

In the last post, I talked about misdirection as one of the ways you can hide a secret and fool a reader until that critical reveal. But how do you do that? I think one important aspect of misdirection is to believe your own lie.

For example, say you want the reader to believe, just for a moment, that a major character is dead. This is really hard to do because major characters almost never die (George R R Martin, notwithstanding), so the reader will always be looking for the trick. For example:

• The character's body is never shown or they died in an ambiguous way.
• The other characters are melodramatic or otherwise overreacting to the death.
• The other characters don't try very hard to determine if the character is really dead.
• A main character dies anywhere other than the climax.
• The character who died is someone normally considered safe (e.g. the hero, a point of view character, an innocent child, etc).

That's not to say you can't do these things, but the more of these tricks are present, the harder it will be to convince the reader the character is really dead.

If you want a fake death to be convincing, write it as if it were an actual death. You may not be able to show the body (though if you can, that's even more awesome), but have the other characters in disbelief. Not just disbelief, but actively trying to prove the character is really alive (check breathing, do CPR, call a doctor, etc).

The story might require the fake death to be before the climax (hi, Gandalf), but the longer the story goes without the character showing up, the more the reader will be convinced it actually happened. (Some readers -- not me -- might be in such utter disbelief that they -- not me -- will actually skip ahead in the novel to see if the death really happened. I, of course, would never do this. Not even if [spoiler redacted] from Song of Ice and Fire was struck in the back with an [spoiler redacted]).

You can do this for any kind of secret. Just think of the tricks you look for as a reader, then use them to your advantage.

I probably shouldn't ask where you've seen good character deaths, should I? Too many spoilers. Also the ones I can think of are characters who actually died, but I refused to believe it.

Holding Back Surprises

I can't think of a story with no mystery at all, whether it's a revelation of secret paternity, a mentor back from the dead, or a social worker with government connections. So as a writer, you have to figure out how to hide your secret long enough to surprise the reader.

Unfortunately, readers will be trying to figure out your secrets the whole time and, as we've said before, they are super geniuses. Their reaction is directly related to the amount of time between when they figure out your mystery and when you reveal it.

Obviously, you want them to figure it out as late as possible (zero words; though a smug nod is okay too; it means the reader thinks they figured it out before "most people," which makes them feel good about themselves).

You should know this is very hard to do without trial and error, which is why God created beta readers. A good beta reader can help you figure out which secrets are working, which are not yet, and which are so annoying because oh my gosh it's so obvious HE'S YOUR LONG LOST TWIN BROTHER, YOU TWIT!!

Sorry.

When you find readers are picking up on a secret much too early, there are at least two things you can do.

1. Be more subtle. Figure out what the reader picked up on and remove it. (Be careful, though. If you withhold too much information, the reader will feel tricked. If that chart went into the negatives, this is what would go there.)

2. Add misdirection. Make the reader think they know what's going on, even though it isn't. Scooby-Doo was a master of this . . . for 7-year-olds. If your audience is any older, you'll have to get more creative. The trick, I think, is to believe your own lie as you write it.

I think I'll talk more about misdirection later. For now, do you guys have any other ideas for successfully hiding a secret from the reader?

Holidays, a Sketch

Cross-posted from Anthdrawlogy's Holidays week. The floating lanterns are stolen from Thailand's Loi Kratong festival, but the scene is actually from Air Pirates (the lanterns are also in Tangled, apparently, but I swear I stole the idea first!).

I don't expect many of you to stick around next week, what with our Earthly holidays and all. And anyway, I thought you'd appreciate a break from the only thing I seem capable of talking about anymore. Have fun. Eat much. Sleep well.

Me? I'll be revising this manuscript (Apparently you still have to work once you get an agent. Did you know this?). See you in 2012!

The Offer I Turned Down

If all the posts about getting an agent didn't drive you off, then you know I got another offer before Tricia called. I turned it down because it felt sketchy, for a number of reasons I'll go into here. Though I won't name anybody; for all I know, the agency and the offer was totally legit and it was just the way it was handled that scared me off.

When the Agent still had my full, I did some research on them (I do that sometimes; part of the Crazy) and discovered two things. (1) The agency was listed as Not Recommended on Preditors & Editors. I don't know if I just didn't check P&E when I queried, or if I didn't care. After some Googling, it seemed the rating was based on something that happened years ago. Also, I'd heard of instances where the Not Recommended label was possibly applied unfairly, so it wasn't an immediate "no" for me.

(2) I discovered the Agent was not at the agency anymore. I looked at the full request e-mail again and noticed that it was from someone else "on behalf of the agency." Again, not a definite "no," but since they didn't say anything about it, I was concerned.

So they were red flags, but I didn't think much of it -- most of my manuscripts got rejected, right? When I got an offer though, I had to face them, and the offer itself came with a couple more red flags: (3) The offer came from yet another person (not the Agent, nor the person who requested the full), who I discovered was an intern who'd been with the agency no more than 3 months. (4) It was just a straight out offer, with no mentions of revisions or wanting to talk first or anything.

Again, these were just flags. They didn't necessarily mean the offer was a scam. It's possible the agency was just taking care of the original agent's queries after she had left. It's possible they liked my story so much they didn't need to talk. It's possible the intern was a new agent (like, I don't know, my agent).

But the biggest problem was that, even before I'd talked to them, I didn't trust them. The agent-author relationship is, well, a relationship, and those require trust in order to work. These people weren't telling me much, so I didn't trust them.

But I gave them the benefit of the doubt. I e-mailed them direct questions: Who are your clients? Can I talk to them? Who are you thinking of submitting to? Will we do revisions first? etc. Instead of hearing back from the Intern, I heard back from a fourth person: the Head of the Agency. Unfortunately, the Head answered very few of my questions. The only definite answer I got was that we would submit right away. To who? I have no idea.

I wasn't even clear on who would be representing me.

I talked to a friend about it, and she said, "You can do better." It confirmed what I already felt -- not that I could do better (at the time, I thought that was the only offer I'd get), but that it wasn't the kind of offer I wanted. I walked away.

I'm glad I did, and not just because I got a better offer. Really, the two offers are very similar: they both came from someone I didn't query, who had been an agent only a very short time.

But the differences are telling:

Good Offer	Sketchy Offer
Joan told me she'd passed the manuscript on and that Tricia would be e-mailing me about it herself.	A different person e-mailed me each time, with no acknowledgement of that fact. No one even mentioned the Agent until I said something.
Tricia didn't offer representation until we'd had a chance to talk.	The Intern offered without talking at all.
Tricia answered all my questions (most before I even had a chance to ask them).	I only got vague answers, where I got answers at all.
Tricia's other client and fellow agents went into detail about how awesome she was.	The Head told me his client list "speaks for itself," but never told me who they were, let alone how to contact them. Nobody said anything about The Intern.
Tricia had specific revision ideas and told me the name of at least one editor she was thinking of submitting to. Talking to her, I got the strong impression she really gets my book.	Nobody mentioned my book at all except the title and that we'd be "submitting right away."

The lesson here? Think about what you're being offered. It's easy for the Quest for an Agent to slip into desperation, when we just want someone, ANYONE to represent us.

Trust me. You don't want just anyone.

Does anyone else have stories like this? Got any warnings for the rest of us?