Missed an article from this series? Look for it here.
“The Fun Side of Rejection”
Okay, so in The Marketing Author 001, we’ve talked about drive, budget, and time management so far. But what we haven’t discussed yet is intended audience and whether or not they want to hear what we have to say. Yes, we think that everyone is entitled to our opinions, but not everyone will agree. What are we supposed to do with the people who don’t want to hear from us?
Well, ignore them. They’re ignoring us, after all.
But, okay, what about the people who pay attention to us but decide we’re full of crap, or interesting but not interesting enough to respect, or good but a bit overpriced? How do we handle them?
We’re entitled to those people’s opinions.
Here’s the thing: There will always be somebody who doesn’t like what we’re selling. Case in point, in a video series I recently watched, a 17-year-old entrepreneur talks about his first foray into Amazon publishing. When he was 13, he published his first book, but it was so bad (and badly formatted) that his own grandfather gave him a 3-star review (out of five). What he learned in that experience, and what we will all learn at some point, is that you can’t expect to please everyone, and you’re probably lucky to please anyone. This is especially true if you choose to go through traditional publishing (more on that in another article, but good luck with that if you do), but it’s especially true if you’re expecting to extract anyone’s hard-earned money or time to read your stuff. Some people will simply get pissed off, no matter what you do.
It’s human nature to feel ripped off and to preach to others the perils of investing in this shoddy product. It will come to you, even if your name is Harper Lee.
As of this writing, I have five unique reviews posted across several platforms: three for Cannonball City: A Modern-day Fantasy, Year One, and two for The Computer Nerd (soon to be rereleased under a new name). Both books average at three stars each, when you total everything together. Specifically, each book has one 5-star review, one 1-star review, and Cannonball City currently has a 3-star review on Goodreads (just discovered that the other day, actually, so thank you to whoever rated it—I was beginning to give up on Goodreads). How does each book get such a wide swath of ratings? The same way any book does: readers have unique tastes and expectations, and you’re either going to deliver or you’re not.
Honestly, there isn’t much to say in this lesson, other than this: If you’re going to put your writing out there, make sure you wear your skin thickener while you’re at it. Because if you don’t, you’re going to spend too much of your precious time living under your covers, hiding from the world, and as we’ve learned in the last part, that’s not good time management. The reality is, if you dare to publish your work on Amazon, Barnes & Noble, or anywhere where readers are likely to find you, you’re going to have one of these things happen to you, and probably in this order:
- Nobody will buy your book.
- Even if you’re lucky enough to get a buyer, it doesn’t mean you’re lucky enough to get a reader.
- You might get readers, but nobody will bother to review your work.
- A handful of people will rate it, but most will say nothing about it, and no one will write more than two lines about it.
- People who thought your book was about something else and missed the point will rate it only to complain about how bad they think it is.
- Your friends or their spouses might leave a positive review, if you’re lucky.
- You could get a handful of people you don’t know to leave detailed reviews (congratulations; you’re in the top one percent of authors if this happens).
- You might get some 4- and 5-star reviews from complete strangers (congratulations; your name is J.K. Rowling).
- You could get nothing but thousands of comprehensive 5-star reviews from people you’ll never meet (congratulations; you’re the first).
You get the idea. This isn’t a comprehensive list, but it’s what you’re in for if you don’t have a marketing plan in place.
Oh, yeah, you forgot that this series was about author marketing, didn’t you? To be honest, so did I. But, if you work on your marketing platform early and figure out how to get those beta readers before the book’s launch, you might fare better than the average author at the day of release. You may still get negative reviews (and you should count your blessings if you do because no one will think you got those reviews fraudulently if you’ve gotten some 1-stars in there, and you should never get anything fraudulently), but negative reviews are better than no reviews, so take them while you can. At least that means someone was willing to read your work. They may not get the message you’re delivering, but at least they tried.
The important takeaway from rejection, however, and I’ll talk more about this in my article about receiving feedback (in a couple of weeks), is that sometimes your rejection will yield a reason for rejection, and when that happens, if it happens, you can use it as an opportunity to learn. And, yes, we love positive reviews. We love them because they elevate our egos—I wrote a 5-star reviewed book, so suck it, world!—but we also love them because they validate our decisions, which we all want to make soundly. But there will always be blind fans, as there will always be informative naysayers. We have to train ourselves to take everything with a grain of salt and remember that not everyone belongs to our audience, and not everyone understands our vision, but not everyone is ignorant, and some people who reject us do so with good reason, and it’s our job to listen if they tell us why.
But we should also forgive those who don’t tell us a thing. At least they bothered to leave a rating, and at least they bothered to buy our books. So, chill the next time you see a bad review, or are told “this isn’t for me.” At least they didn’t ignore you. Some writers don’t even have the luxury of getting noticed.
Next week we’ll focus on the writing essentials.
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