
I have been conducting a social experiment lately that has me a little — well, confused. And it’s not just because I don’t have a conclusion yet — I’m not even close — but because I most likely will not. It’s highly doubtful that I’ll figure this one out and because of that I won’t know is this is a positive or negative trend.
I think it’s a bad thing. But I’m not sure.
See, I have a book coming out this month. Meaning, that I have written a book, submitted it to a publisher. The publisher liked the book, bought the rights to it, financed its editing, layout, marketing and distribution. And when it is released for purchase, I will receive from the publisher, royalties for the books sold.
Now I’m stating all of this because this book process is the center of the experiment.
And before I start, it’s important to note that none of what I’m about to tell you has anything to do with vanity or ego. Not at all. As my oldest son states, I am, “selfless to the point of being annoying.” Self-promotion makes me extremely uncomfortable and I don’t like to do it. But for the sake of this analysis, I have broken the rules a bit.
So here is the experiment.
I will be in a social situation with someone I haven’t seen for a while — the lady who cuts my hair, a neighbor, a friend from church — and if they ask one specific phrase; so, what’s new with you? — only if they ask this phrase, will I respond in this manner.
“Well, I have a book coming out next month.”
Now, here is the question. What is the most common response to that statement?
Are these people excited? Curious? Angry, disbelieving, bored, proud, skeptical?
No. The answer is, they are — . Nothing.
Absolutely nothing.
I don’t mean they are not impressed — I don’t want them to be — or that they are uninterested or aloof. I mean they are — nothing. No response either way. When I make the statement that I have a book being published that will be released next month, the response doesn’t exist. It is one hundred percent, neutral. A pH of 7. Zip.
“Oh. Nice. Say did you know Marty moved? I saw him about a month ago and —.”
Now why this is interesting? Well, because I cannot think of anything —- and I mean anything at all — that would generate a completely neutral response. Nothing.
Don’t believe me? Try it.
Question. So what’s new with you?
Answer: I bought a new gas grill. I broke my finger. I just got over the cold. I changed jobs. I painted my basement. I forgot my lunch today. I just began a blog. I cleaned my garage.
Every single one of those responses will get — something — back. Maybe a little something. But a something. There is none of those answers that will ever, ever generate something completely neutral.
But say that you have a book coming out and —. Invisibility.
It’s absolutely fascinating. Because if I noticed that every time I mentioned — let’s say, apples, or Cuba, or teeter-totters, and I received the non-response, my curiosity would peak — wow, what do people have against teeter-totters? So I have begun to dig a little deeper and have developed two possible theories on this.
Theory #1. People just don’t care about books.
Evidence: Nope. We don’t care about a lot of things — especially that we forgot our lunch or that we painted the garage and yet it will initiate a polite sentence or two in conversation. We can easily not care about something and not be neutral. We do it all the time.
Theory #2. People don’t know what that means; have a book coming out.
Evidence: Now this is possible. But we’ll need to dig a little deeper.
See, each year 60,000 new books are published. Meaning that these publishers purchase these manuscripts from the authors and go into partnership with them. They finance, market, edit, produce and are financially tied to the success of these books with the authors.
On top of that, each year 500,000 additional books are self-published. Meaning the author acts as the publisher and pays for the printing, editing, distribution, cover design, everything. In effect, they have their work printed and it’s their job to get it read— and with e-books this is even easier than actual printing since you just have the book electronically formatted. In reality, you can have an e-book self-published over a weekend.
So for every new published book, there are ten new self-published books.
Now, is this a bad thing?
No, I don’t think self-publishing is a bad thing. But I do think the self-publishing explosion is a bad thing.
Only a few years ago if you wanted to self-publish, you had to contact a vanity press, pay them a few thousand dollars, create a plan, and have them print your books. You had to make a financial and legal commitment. You had some skin in the game; it was a business venture. Something you planned out. Now, for a few dollars you can have an e-book created in an hour.
If you go on Amazon you will see an ocean of self-published books — just bring up a book, look at the line for Publisher, and you’ll see Amazon Digital Services, Smashwords, Kindle, Kobo, Nook or any one of the thousands of self-publishing companies out there — some self published authors will use their name as publisher. Now, the majority of these books are actual books; meaning they are book length works, they have an ISBN#, a cover design and follow a format. But then there are the others. Books that are 20 pages long, 15 pages even, just a few words cobbled together so the author can say they have written a book. And because there are no regulations for self-publishing, nor minimum standards, there are self-publishing books that run the gamut from too painful to read, to extremely well done.
But how do you tell? Ahh, great question. And since we’re on the subject, let’s talk about Amazon book reviews — because that’s how you tell if a book is good or not, right?
Well, here is a fun fact. Look at all the self-published books — and this happens for traditionally published books as well — and look at the Amazon reviews for that book. Here is a rule of thumb. For all the books that have only a 5 and 4 rankings — meaning that these books have only received the very highest reviews of excellent and good, without a single bad review. It’s pretty safe to say that these are — fake reviews.
Yup, if no one has trashed your book, no one is reading your book.
Have you seen 10 people agree on anything? Anything at all? No. Yet there are books out there that have 50, 100, 200 people reviewing their books with only the absolute highest praises and not a single person that did not like it.
In the industry this is called, sock-puppeting, or writing anonymous online reviews praising one’s own work — or getting others to praise it for you by simply asking your family and friends to help load up positive reviews. And with the enormous growth of self-publishing or ‘Indie” publishing (the same thing as self-publishing but the more popular term), there are many social network groups that work together to add positive reviews to each other’s works. And some of these groups have thousands of members.
There are also companies you can pay that will add as many positive reviews to your Amazon profile as you want to pay them for; thus lifting up your Amazon rank — and this is not just for books, these companies will add positive reviews to your product, hotel, restaurant or service — http://www.nytimes.com/2011/08/20/technology/finding-fake-reviews-online.html
Just for fun, look at the stats. Go to Amazon and bring up some classic books — Gone with the wind, Catcher in the Rye, To kill a mockingbird, and look at the Amazon reviews. You will see that there are people out there that didn’t like those books. Why? Because people are actually reading those books and not everyone is going to like them. Now, go to a high ranking self-published book and you will see they actually have a higher ranking than Animal Farm or On the road.
So what does all of this mean?
Well, I’m not sure. But I think it’s probably the same trend we now see in music. Only a few years ago if someone said they had an album coming out, or a CD, we knew what that meant. It meant that they had reached an agreement with a recording studio to record, finance and distribute their music.
Now, having a CD coming out can mean anything from the traditional studio agreement, to paying a small studio to record you onto a CD, to stamping out a few in your basement. The term itself no longer has a meaning.
Or at best, it’s confusing.
See, if you ask someone, so what’s new? And they respond that they, just ran a marathon. That’s very clear. Whether they came in first place or last, they ran 26.2 miles. You know what they did.
But as technology expands, the rules of accomplishment are becoming, at best, blurred. And at worse, available for sale.
The bar isn’t being lowered; it’s being taken down in some cases.
It’s all becoming neutral.