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"Blogging doesn't sell books."

"Don't waste your time blogging."

"Spend more time on Facebook/Pinterest/Tumblr/Twitter/YouTube/ Goodreads/Soliciting reviews/Spamming your friends with newsletters."

You're hearing this stuff every day.

But in a survey published this week, 63% of readers said they discover books most often on author websites (a blog is a website.) Facebook nearly tied with that, but other forms of social media were also-rans, with newsletters at 36%, Goodreads at 27% and Twitter at 18%.

I think every author can benefit from a well-maintained blog. Even if you only blog once a month. (I'm a big advocate of slow blogging, but I think it's best to post on a timetable: write at your leisure, but post to a schedule.)

Why do I think authors should blog?

Because it worked for me. Let me tell you my story—

Four years ago my career was over. My publisher had gone under. My third agent had dropped me. All my freelance writing gigs had dried up or stopped paying.

I was bloodying my knuckles on the doors of agents and publishers. If I got a response at all, it was to let me know that nobody wanted a washed-up author of funny mysteries. (Humor never sells; just ask any agent.) I was advised to change my name and start writing steampunk or YA zombie romance.

If you Googled my name you'd have to go through 10 pages before you found one entry about me or my books.

On a sad Friday the 13th in the late 'oughties, I decided to start this blog as a place to post archives of my old columns from Freelance Writing Organization International.

I promptly lost the blog. Yeah. Don't do this. Remember to bookmark that baby blog!

But three months later, I went hunting and found it again. And I started blogging once a week or so. For the first year, nobody read it. Seriously. I have posts that still haven't had more than 10 hits.

But posting once a week gave me back some of the confidence I'd lost when my career fell apart. I felt like a professional again. I could communicate with other writers all over the world. (As well as close to home: a book blogger I met on an Irish site—so I thought she was Irish—turned out to be my neighbor in San Luis Obispo, CA!)

Then, in 2010, after I won a guest post spot on Nathan Bransford's blog, more people started to drift over here.

Fast forward to 2013.

• My mystery boxed set has been in the top 50 bestsellers in comic fiction for two months. I'm playing bestseller-list leapfrog with my idols: Dave Barry, Douglas Adams, and Lisa Lutz.
• I've got seven books in print, another in final edits, and my work is in over a dozen new anthologies, magazines and literary journals.
• Both my publishers came to me—I didn't have to query.
• I share my blog with Ruth Harris: a NYT bestselling author.When I first started reading Ruth's books in the early 1990s, I never dreamed I'd even meet such a famous author.  
• I've written a book with Amazon's current #1 bestselling author Catherine Ryan Hyde (and we're now preparing a set of webinars for new writers.)  
• I'm invited to speak at writers' conferences and seminars—and magazines now solicit my work.
• When you Google my name, you get 47 pages of ME before you get to Anne R. Allen the San Jose stockbroker, (who must hate me. I apologize, Anne.)

All of this happened directly because of my blog.

I'm not saying all blogs will do this. But with patience, a blog can help you meet the people who can take your career to the next level.

I know many authors who, like me, have met their publishers, agents, and writing partners through blogging. (And that neighbor I met on the Irish writing site? She's now a literary agent.)

Do all authors need a blog? Maybe not, but you need to be on social media somewhere. You can't just have a launch party in your local bookstore and get a press release into your hometown newspaper and expect to make significant sales. (And don't count on your publisher for much help with marketing.)

Today, a writer's market is global. Do you know the country where people read the most? India.  Or where the 2nd biggest population of English speakers lives? India. Followed by Pakistan and Nigeria.

A blog is your home in that global marketplace. It's a place where people can drop in and get to know you and find out about your books.

NOTE: Blogging isn't for direct sales of books. No social media is about hard-selling. (See my post on Social Media Secrets from July 21.) Social media is about making friends. (With people and with search engines. You want Google to be your BFF.)

For an example of how making friends on social media can help your writing career, here's a heartwarming story of how Aussie novelist Prue Batten was able to get first-hand knowledge about a Knights Templar building in 12th century France for the next in her bestselling Guy of Gisborne series—through a social media connection.

When should you start blogging? Not when you've just started that book you’ve always wanted to write. Don't scatter your energies. If it’s either blogging or writing the book, the book should always win.

But I'd say if you don't have a blog yet, you should start one when you’re getting ready to send out queries or preparing to self-publish. (Which should probably be when you're polishing up your second book.)

Why blog?

1) You need a website anyway. Sending out a query when you don’t have a website is a waste of time. Most agents and reviewers will reject on that item alone. (And yes, if you're getting lots of form rejections on a polished query, this may be the reason. Stop revising the query and start blogging.)

2) It gets your name into the search engines faster. A static website gets less traffic, so the Google spiders don't notice it as often.

3) You’re a writer. Blogs are writing. This is your medium.

4) Other social media are subject to faddism. MySpace, anyone?

5) Other social media can kick you out any time. I get put in Facebook jail all the time, because some troll loves to mark links to this blog as spam.

6) Control. Unfortunately, the Internet is infested with trolls, rage addicts, and spammers. I know a woman whose Facebook account got hacked by some diet-drug spammer who hit all her FB peeps with insulting ads. Several promptly "defriended" her before she even knew what happened. Another friend got hit by a porn site who "tagged" a bunch of amateur porn with his name so it went all over his page. Stuff like this happens every day.

But on your own blog, there's that little trash can icon. A troll, spammer or furious fool shows up and you click it. All gone.


1) Visit and comment on other blogs!!!

Even if you don't have your own blog, you can start building your online presence by commenting on popular blogs. Check the list of great blogs to follow on our new "HOW TO GET A BOOK PUBLISHED" page.

A comment right here can put your name in front of 10,000 people in a week. It could take years to reach that many people with a new blog.

• Commenting on high profile blogs is the quickest way to get into search engines. Most of my 47 Google pages come from my comments on other people's blogs.
• My blog took off because of what I posted on Nathan Bransford's blog, not my own. That's how people learned my name and style.
• Discussions on high-profile blogs can lead to discussions on your own. Find yourself making a long comment? That's your next blogpost. Invite people to discuss it further on your own blog. 
• Support somebody's argument on a high-profile blog and you have a blogfriend. That's how I got my first followers.

But for a newbie, commenting can be a daunting task. They ask you for some kind of ID and you've got no idea what that *&%# is about, right? You may be allowed to comment as "anonymous"—but that doesn't get your name out there, and you can't comment on blogs like this one where anon comments are disabled (because of spam and trolls, alas.)

So here's my #2 secret: if you're not commenting on blogs because you don't have a blog ID—

2) Join Google+ 
It's an easy, no-strings social site where you can participate or not (just unclick "email me" functions if you want to keep participation to a minimum.) It gives you a "user ID" that allows you to comment on most blogs without jumping through all those hoops.

Once  you join, Google knows who you are, and that profile not only allows easier blog commenting, but it comes up when you're Googled, with your photo and contact info. If you have gmail, it's super easy to sign up, and it's not hard for anybody, even a confirmed Luddite.

And you'll be in a position to get more involved when you're ready. Google + is considered the up-and-coming social media site by most top social media experts. Guy Kawasaki says it's what Twitter was in 2008.

Google+ doesn't charge you for reaching more than a handful of readers the way Facebook does, and it doesn't invade your privacy or target you with ads. Right now, it's not as active as Facebook, but with 400 million users, it's a growing force.

You can also join Wordpress without having a Wordpress blog. You can sign up for a username only account.

3)  Put links in each post.

I happened to have done this right by mistake. (It's my academic training. Write those footnotes! Cite your source!) I always link to my source material, so people don't think I'm making stuff up.

Turns out those hyperlinks are how Google finds you. That's the bait that lures their robo-spiders to your site. That's what they mean by "SEO—search engine optimization"—three words that usually make my eyes glaze over.

Another way to "optimize" those search engines: don't get thesaurus-happy. That means avoid using what grammarian H.W. Fowler called "elegant variation."

Normal sentence: "It was a good bull, a strong bull, a bull bred to fight to the death."

Elegant variation: "It was a good bull, a strong animal, a male creature of the bovine persuasion bred to do battle..."

But search engines who are looking for something about bulls will be drawn to that repetition you're trying to avoid. So go ahead and repeat yourself. (But not so much that you look like you're gaming the spiders.)

4) Write Tweetable titles.

I often find a blogpost I want to Tweet about, but the title says nothing, so I have to make one up, and often I don't have time.

So make it easier for people to tweet you:  No one-word titles. Nothing generic or enigmatic. This is one place to be a salesperson rather than a poet. You want stuff like "How to's", lists, and questions. Think magazine cover teasers: stuff like "What Your Teacher Won't Tell You About the Oxford Comma!" or "Does Chocolate Make You a Better Writer?"

Look at what you click on when you're skimming the web. Are you going to click through to read something titled "Alone" or "Scribblings" or "Sad Thoughts"?

5) Don't try to maintain more than one blog. 

If you write in very different genres under several names, you may need more blogs, but do NOT have a blog for every book or every character. You can't keep them all up, and readers who are looking for you do not appreciate having to click all over the cyberverse looking for your current blog.

Note: the Internet is littered with abandoned blogs. Unfortunately, the old ones will show up higher in the search engines than a new one. So if you want to start a new direction with your blogging, use the old url, or at least leave a forwarding address on the old one. If an agent or reader Googles you and finds a blog that hasn't been updated since your rant about the cancelling of Boston Legal, they're not going to be impressed.

And unless you write erotica and keep your identity a secret, be wary of having a "personal" blog (or FB page) and a "professional" one. Nothing is secret in social media and everything you do online needs to be professional. (I strongly advise a "closed group" family Facebook page for family photos and news.)

6)  Put share buttons on your blog

Those are those little "f" "t", "g +1" and other buttons that allow people to share your brilliant words to their Facebook, Twitter and Google+ accounts. They are the way you will build a following. Even if you don't use Twitter, Facebook, etc, you want people to spread the word.

7) Write a friendly, informative "About Me" page.

Have any awards, publications, etc? Have a claim to fame outside of writing—like winning the state chili cook-off or raising exotic gerbils? Have any online publications you can link to? This is where you crow about it. Here's more on how to write an author bio.

8) Invite comments.

Ask a question at the end of the post—a call to action.

And turn off the "prove you're not a robot" CAPTCHA. A new blog doesn't get much spam, so it doesn’t need protection from spambots. But it does need comments, so don't make people jump through hoops. Also, I think it's best not to moderate comments on your most recent post. I only moderate posts a week old or more. (Older posts attract the most spam.)

9) Don't forget social media is SOCIAL.

Reply to comments!

Full disclosure: I didn't do that for an entire year. I was totally clueless.

Oh, yeah, and visit your followers' blogs—especially when you're starting out. We don't have time to visit all 1475 of our followers, but I drop in on several each week. I always learn something.

10) Learn to write 21st century prose.

People skim on the Interwebz. Don't post big hunks of text. White space is your friend. So are numbered lists, bullet points, bolding, etc. Anything over 2000 words is off-putting. (I know. Sorry. I sometimes go over the limit myself.)

11) Make your blog easy on the eyes. 

No light text on black background, please. Besides looking like an interface from 1987, it's hard on the eyeballs. Ditto tiny fonts and images behind the text. Anything too busy will drive people away.

12) Put your name on the blog.

Let’s face it: first chapters are hard.

When you’re writing your first draft, you’re writing for yourself—getting to know your characters and their world. You should let everything spill out on the page free of your inner editor’s censorship.

But when you’re revising, it’s a different story. You’ll need to cut a whole lot of info you’ve put into the opening chapters. Don’t delete anything—save it for later to scatter through the book.

You’re going to end up with an opening chapter that’s way different from the one you started with. And that’s as it should be. In fact your entire original Chapter One may end up being one of those darlings you have to kill.

I usually write the final draft of my first chapter last. That’s because I won’t know exactly what needs to be in there until I’ve got the ending all polished up.

An ideal first chapter should do the following things:

1) Introduce the main character. 

You want to open with a scene involving the protagonist. Yes, I know the standard opening of every cop show on TV involves random strangers discovering a body or getting killed. This is something that works great in drama but not in a novel.

Whoever we meet first in a book is the character we’ll bond with. If that person gets killed on page five, we feel cheated.

We don’t need to know a huge amount about the MC right away, but we need to know enough to care. You can be very sketchy about looks (all Jane Austen told us about Elizabeth Bennett is that she had “fine eyes”.)

We probably need to know gender, age and maybe social status/work/position in society, but most of all, we need to know the emotions the character is feeling in the scene—preferably something the reader can identify with.

Here’s how I open Ghostwriters in the Sky: 

“The subway car was so crowded I couldn’t tell which one of the sweaty men pressing against me was attached to the hand now creeping up my thigh. I should have known better than to wear a dress on a day I had to take the subway, but in the middle of a New York heat wave, I couldn’t face another day in a pants suit.”

I haven’t used any description of the protagonist, but we can tell she’s 1) female 2) a worldly city dweller who takes things in stride 3) not rich enough to take a taxi 4) employed in some way that usually requires wearing a suit 5) way too polite for her own good.

We can also identify with her distress at being groped. She’s in an uncomfortable situation and we hope for her to escape without harm.

2) Make us care enough to go on a journey with that character. 

This is trickier than it sounds. What makes us care? There’s no formula and no one thing will work for every reader in every genre.

Agents and editors are always telling us they want a “sympathetic” protagonist, but that doesn’t necessarily mean somebody you’d like to like to have as a friend.

Scarlett O’Hara is shallow and narcissistic, but readers have found her fascinating for nearly a century. Dexter Morgan is a sociopathic serial killer—not exactly a guy you'd want for a BFF. And who’d actually like to spend time with Lisbeth Salander? Even Jane Austen’s Emma is something of a witch.

You don’t have to present us with a protagonist as flawed as those characters. But they do need to have weaknesses. My sleuth, Camilla Randall, is terminally polite, and always believes things are going to be perfectly fine, although the reader can see sure-fire trouble looming.

Some people like a kick-ass-first, ask-questions-later character, and some prefer a more thoughtful, honorable hero. It will depend on genre and tone.

What readers generally don’t find sympathetic is arrogance, whining, or a victim mentality. A hero needs to be brave in some way, so let us see the potential for that right away.

3) Set tone. 

You don’t want to start out a romantic comedy with a gruesome murder scene, or open a thriller with light, flirtatious banter. You want to immerse your reader in the book’s world from the opening paragraph. Since novelists don’t have music and visuals to set the scene, we need to use words that convey tone.

Long descriptions of weather or setting aren’t in fashion these days, but broad descriptive strokes can offer a lot in terms of setting the mood of your story.

My above opener is light and humorous. The sticky weather echoes Camilla's sticky situation. In another kind of book, this could be a situation of grave danger, or something that would cause the heroine extreme distress. Then describing the humid weather in terms of darkness or heaviness would convey a different mood.

But you don’t have to use weather or description to set tone. Sharp, staccato dialog can convey danger, or a self-deprecating narrative voice can show we’re going to be in for some laughs.

4) Let us know the theme. 

If you’re going to be dealing with a particular theme, you don’t want to hit us over the head with it, but give us some foreshadowing. Great authors can do this in the first sentence.

Look at how William Gibson began Neuromancer, the novel that defined cyberpunk: "The sky above the port was the color of television, tuned to a dead channel.” Gibson lets us know from the get-go this is about the dark side of technology.

I start my mystery Sherwood, Ltd with this paragraph:

“Anybody can become an outlaw. For me, all it took was a little financial myopia, an inherited bad taste in spouses, a recession—and there I was, the great-granddaughter of newspaper baron H. P. Randall, edging around in alley-shadows, about to become a common thief.”

You know right away we’re dealing with a theme of poverty, outlaws and thieves—echoing the Robin-Hoody title.

5) Let us know where we are.  

Don’t give us a ton of physical description, but we need to know what planet/historical time period we’re in.

In spite of everything you’ve heard about showing-not-telling, it’s perfectly all right to give the reader some basic information in a straightforward way, as Jeffrey Eugenidies does in Middlesex:

“I was born twice: first, as a baby girl, on a remarkably smogless Detroit day in January of 1960; and then again, as a teenage boy, in an emergency room near Petoskey, Michigan, in August of 1974.”

In SciFi and Fantasy especially, you need to do some world-building, but limit it to the absolute necessities and fill in the details later. Most new writers tend to tell us way too much about their fantasy world up front. You want to tell us just enough to allow us to picture the scene that’s taking place, but not bog down the action.

6) Introduce the antagonist.

An antagonist is someone/something that keeps the protagonist from his goal.

The concept of an “antagonist” is probably the hardest thing for most new writers to grasp.

You may think that if you're not writing a mystery about a sadistic serial killer, or a spy novel where the hero must thwart the evil genius plotting to take over the world, you don’t need an antagonist.

But there’s a difference between an antagonist and a villain.

An antagonist can be a whole society, an addiction, a judicial system, or anything that might thwart a hero from achieving his goal. But you absolutely need one. (I found that out the hard way. I wrote a novel for 10 years that had no antagonist and I couldn’t figure out why it wouldn’t end.) The wonderful Kristen Lamb writes some of the best stuff I’ve seen on the subject of the antagonist, which she calls the Big Boss Troublemaker. Here’s one of Kristen's great posts on the BBT.

7) Ignite conflict.

We need conflict not only in the opening scene, but we need to see an over-arching tension that will drive your plot.

In the Hunger Games, the burning question in the opening scene is who will be chosen for the games. But the larger conflict is with the Hunger Games themselves. When the conflict of the opening scene is resolved, we still keep turning pages because of the underlying tension from a bigger story question—how will Katniss survive?

Conflict does not have to mean an actual battle. In fact, starting in the middle of a battle can be awfully confusing for a reader. It’s better to start with something like the heroine preparing for battle by stealing her brother’s armor after her father forbids her to fight.

8)  Give us a goal: tell us what your protagonist wants.

We need to know what he wants right now, which might be for the troll who just killed his companions to stop swiping at him with that pointy sword.

But we also need to know pretty early in the story what your hero really, really wants (apologies to the Spice Girls)—his ultimate goal, like maybe taking a magical jewelry item to Mount Disaster to destroy it forever.

I realize this ultimate goal doesn't always show up in chapter one. But we do need a goal in chapter one that will lead to the ultimate goal.

9) Present an exciting, life-changing inciting incident.

This incident has to cause something to happen that will propel us to the next scene—and the one after that—and through the entire book. Think of it as the explosion that launches the rocket of your story.

This one is easier for some genre writers.  If you’re writing a mystery, you can find a dead body and the story is off and running.

Or in a romance, the lovely Griselda can meet Lord Puddlesbury when his horse accidentally knocks down her grandfather’s vegetable cart and she vows to hate him forever.

But in other genres, it may be tough to get the inciting incident close to the opener. Do work on it, though, because everything else will seem like throat-clearing to the reader. Most readers aren’t going to admire your lovely prose until you’ve got a story going.

10) Introduce the other major characters. 

“Major” is the key here. Don’t let minor characters upstage the hero in the opener. In fact, you’re better off without any minor characters in the opening scene. We’ve got so much stuff to cram in there, we don't have much room for the maid/sentinel/pizza delivery person character who opens so many dramas.

We need to be introduced to Lord Puddlesbury fairly early on—or at least let us hear about him. Ditto Griselda’s bratty sister whose loose morals threaten to disgrace the poor but honorable family of vegetable mongers, and maybe the stalwart plowboy Jack, who has loved Griselda since childhood. But we don’t need to know about his Lordship’s groom or his tailor unless the bratty sister is going to run off with them in a scandalous ménage a trois in chapter ten.

A lot of new writers tend to clutter up the opener with colorful characters who never appear in the story again. This can irritate a reader, who expects people in the opener to re-appear and play an important role.

***

Hold on there, sez you. I can think of half a dozen bestsellers off the top of my head that don’t do these things.

 Yup, I can too. I didn’t say these are hard and fast rules. But they’re something to aim for. If your prose is so mesmerizing the reader doesn’t notice, then more power to you. But for most of us mortals, our readers are happiest when they get as much info as possible in the opener.

If your opener doesn’t do any of this stuff—and most first drafts don’t—try this trick: try cutting off the first two chapters. Does chapter three give you a better beginning? Start there. Then feed us the info from the first two chapters a little at a time later on in the book.

How about you, scriveners? Are there any other things you absolutely want to see in an opener? Do you have hard time cramming all this stuff into chapter one? 





"It's not yer typical whodunnit, nor is the protagonist anything like a cop. Ms. Allen...has crafted a wily tale of murder, deceit, and intrigue that can stand with the best of them. Her characters are all too real and her dialogue took me from laughter to chills to suspicion of everybody in the book"—David H. Keith