Blockbuster Books: 3 Ways
to Write a Bestseller
RainToday.com, August 2009
By Vickie K. Sullivan
Unless you've been living on another planet, you've heard
the conventional wisdom about how books can launch you into
the big (or bigger) leagues. Yet, most books sputter along
for a few months and then are quickly forgotten. That happens
because the majority of books don't seduce the market with
a compelling angle. Based on my unscientific research into
bestselling books, below are three ways to make your book
stand out in the crowd.
1. Tap Into a Feeling That needs
a Voice
Every audience and every market segment has hidden opinions
that need to be expressed. They feel judged. They feel oppressed.
A book provides a safe way to say, "Hey, you're not alone."
And when you tap into that hidden little place in people's
hearts, you become their hero. When you personify a belief,
you've created a phenomenon.
My favorite business example is Who Moved My Cheese?
This book was written when the majority of the workforce was
in shock over sudden changes. It acknowledged the shock, tapped
into the confusion, and gave readers hope that there was indeed
a new cheese station.
Another example in the speaking world: Larry Winget, the
pitbull of personal development. This man has gone from nondescript
motivational speaker to bestselling author, to even starring
in his own television show. His secret: his books speak a
truth in a hilarious way. His style of observational obnoxiousness
taps into that hidden frustration all of us have with the
stupid things other folks do. He says things that we want
to say but can't get away with. Larry makes it safer for us
to laugh at the stupid things people do, while reminding us
what not to do.
The common denominator: prior to their bestselling books,
both authors were relatively unknown in the mass markets.
Both were good, but neither was outstanding or had celebrity
status. And that's why I like this strategy. It is one of
the best ways for lesser-known authors to burst onto the scene.
If you are unknown, writing about what is not being discussed
is your ticket to the spotlight. This angle paves the way
for branded personalities to take off.
2. Explain the Mystery
When an extreme event occurs -- good or bad -- everyone wants
to know what really happened. Giving the inside scoop to things
that we desperately want to make sense of is a great path
to a bestseller. This is why so many true-crime books are
written about high-profile murders or serial killers.
The best example here is from the world of politics. Bob
Woodward used his fame from Watergate to write numerous bestselling
books about a wide variety of political controversies. Why
we bought them: he had access that we didn't. He knew how
to get the nitty-gritty details that would help us understand
what really happened and why. He gives us insight into perplexing
situations (such as presidential elections and wars), helping
us make sense of it all.
On the business side, an excellent example is Kevin and Jackie
Freiburg's books Nuts! Southwest Airlines' Crazy Recipe
for Business and Personal Success, which explains the
meteoric growth of a colorful company. Published over 10 years
ago, the book has sold over half a million copies, and sales
continue at a respectable 2,000 copies per month. Not bad
for first-time authors.
Again, these consultants had access we didn't. The Freiburgs
used Southwest Airlines as an example of unorthodox success
and launched a "business as unusual" platform (and
two more books) as a result. This is a great strategy for
lesser-known consultants to get traction for their ideas.
It's also proof that you don't have to go to the dark side.
Extreme success can be just as popular as massive devastation.
3. Give a Sneak Peak
We all love to peak behind the curtain, to be the fly on
the wall. This strategy is similar to explaining a mystery,
as both focus on the inside scoop. The difference is this
path is the role and the motivation. Instead of being a reporter
solving the mystery, the author is part of the action. With
mysteries, readers want answers and understanding. With sneak
peaks, they are simply curious.
This angle is a popular form of fiction. Remember The
Nanny Diaries? It was a bestseller because so many people
wanted to know how the other half parented their children.
Remember The Devil Wears Prada? We wanted a glimpse
into the glamorous world of fashion. Both bestsellers allowed
access to fascinating places.
From a business side, my favorite example is Stanly Bing,
the pen name of Gil Schwartz. Schwartz is the executive vice
president of corporate communications for CBS, and by becoming
Stanly Bing, he gave his readers a hilarious and scathing
look at what happens in the executive suite. His books became
bestsellers because we're curious about the world of cigar-smoking,
jet-setting fat cats.
If you are any kind of "former," this strategy
is the way to go. And you don't have to go the tell-all route
either. Any glimpse into the absurdities -- and face it, every
environment has them -- is good enough to make this work.
Do It Right
Like many other industries, the publishing world is in turmoil.
The pressure on price and the rise of on-demand and online
publishing are just a few of the problems facing this noisy
market. But one thing is for certain: blockbuster books are
still being written, published, and sold. So if you're going
to write "the" book, go for broke. Think through
these strategies and pick the one right for you. You might
be surprised by what happens next. Good luck!
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker
Services, has generated millions of dollars in speaking fees,
book advances and ancillary income for her clients. Sign up
for her free market intelligence at http://www.SullivanSpeaker.com
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