ADVANTAGE

1. Cumulative advantage drives success in the publishing industry

"If you believe you can, you probably can. If you believe you won't, you most assuredly won't. Belief is the ignition switch that gets you off the launching pad."

The winner-takes-all market. In the publishing industry, success is heavily influenced by cumulative advantage, where past success leads to future opportunities. This phenomenon creates a power law distribution, with a small percentage of authors earning the majority of income.

Overcoming rank gravity. New authors face the challenge of rank gravity, which pulls books into obscurity over time. To combat this, authors must build cumulative advantage by creating emotional connections with readers, developing a strong brand, and fostering a community.

Key factors in building cumulative advantage:

• Consistent, high-quality content
• Emotional resonance with readers
• Strong brand identity
• Engaged community of fans
• Strategic marketing and promotion

2. Understand and harness the power of behavioral psychology

"Through words and the reader's imagination, you are given access to the reader's mind. They give you permission to the brain centers that drive imagination, emotion, and memory."

The reader's mind. Understanding behavioral psychology is crucial for authors to create lasting connections with readers. By tapping into the unconscious mind, authors can influence reader behavior and create powerful associations with their brand.

Leveraging cognitive biases. Authors can use various cognitive biases and heuristics to their advantage, such as the familiarity heuristic, bandwagon effect, and confirmation bias. By understanding these mental shortcuts, authors can craft their stories and marketing messages to resonate more deeply with readers.

Key psychological concepts for authors:

• System 1 (fast, unconscious) vs. System 2 (slow, conscious) thinking
• Somatic marker hypothesis
• Priming and fluency
• Availability and recency effects

3. Create emotional connections through pattern matching

"By deliberately creating patterns or triggering established patterns associated with the satisfaction of human givens, your readers will feel satisfaction."

The power of patterns. Pattern matching is a fundamental aspect of human cognition that authors can leverage to create emotional connections with readers. By establishing and reinforcing patterns in their stories, authors can trigger specific emotional responses and associations.

Embedding patterns in storytelling. Authors should intentionally create patterns that align with human givens, such as security, belonging, and self-actualization. These patterns can be woven into story arcs, character development, and thematic elements.

Strategies for effective pattern matching:

• Use sacred words and phrases consistently
• Create character archetypes that resonate with readers
• Develop rituals and traditions within the story world
• Align story elements with human givens
• Reinforce patterns through community engagement and marketing

4. Build a community to reinforce reader engagement

"Your community becomes a de facto street team during launch. When signaled, all help promote and participate in the celebration."

The importance of community. Building a strong community of readers is essential for creating cumulative advantage. A well-designed community reinforces positive behaviors, promotes word-of-mouth marketing, and creates a sense of belonging for readers.

Community design principles. Authors should focus on creating a community that meets the social and psychological needs of its members. This includes providing opportunities for status, autonomy, and purpose within the group.

Key elements of a successful author community:

• Clear roles and responsibilities for members
• Opportunities for user-generated content
• Celebration of milestones and new releases
• Exclusive content and experiences for engaged members
• Peer-to-peer support and interaction

5. Develop a strong brand promise and fantasy

"Your brand is the magnet that attracts them and the glue that holds them together."

Crafting a brand promise. A strong brand promise communicates what readers can expect from an author's work and creates a unique identity in the marketplace. This promise should align with the human givens and resonate with the target audience.

Creating a brand fantasy. Authors should develop a brand fantasy that goes beyond mere entertainment, providing readers with an emotional experience that fulfills unmet needs and desires. This fantasy becomes part of the reader's identity and drives long-term engagement.

Components of a strong author brand:

• Consistent visual elements (book covers, logos)
• Unique voice and writing style
• Clear genre positioning
• Emotional resonance with target audience
• Alignment with human givens

6. Implement a virtuous marketing cycle

"The virtuous marketing cycle should be thought of as a cumulative advantage engine, and its function aligns with how cumulative advantage works."

The virtuous cycle approach. Instead of relying on a vicious marketing cycle that focuses solely on short-term sales, authors should implement a virtuous marketing cycle that builds long-term cumulative advantage. This approach emphasizes reader experience, community engagement, and brand reinforcement.

Phases of the virtuous cycle. The virtuous marketing cycle consists of several phases: Start, Launch, Accumulate, Indoctrinate, and Re(enter)tain. Each phase builds upon the previous one, creating a compounding effect over time.

Key elements of the virtuous marketing cycle:

• Focus on reader experience and satisfaction
• Community-driven launch celebrations
• Strategic accumulation of new readers
• Thoughtful indoctrination processes
• Emphasis on reader retention and engagement

7. Focus on reader retention and indoctrination

"Existing readers are nine times more likely to repurchase and more likely to advocate products to others."

The value of retention. Retaining existing readers is far more cost-effective than constantly acquiring new ones. By focusing on reader retention, authors can build a loyal fan base that drives word-of-mouth marketing and provides a stable foundation for growth.

Effective indoctrination. Authors should develop comprehensive indoctrination processes that guide new readers through their backlist, introduce them to the community, and deepen their connection to the brand. This process should be tailored to different reader segments and preferences.

Strategies for reader retention and indoctrination:

• Personalized email sequences
• Guided backlist journeys
• Community onboarding processes
• Exclusive content for loyal readers
• Regular engagement opportunities (e.g., Q&A sessions, live events)

8. Leverage human givens to create lasting connections

"If you satisfy unmet desires or meet the human need for inclusion and emotional connection, then your readers will assign personal meaning to your work."

Understanding human givens. Human givens are innate needs that all individuals seek to fulfill, such as security, belonging, and self-actualization. By aligning their work with these fundamental needs, authors can create deep, lasting connections with readers.

Incorporating human givens. Authors should intentionally weave human givens into their storytelling, brand messaging, and community-building efforts. This approach creates a holistic experience that resonates with readers on a profound level.

Human givens to consider:

• Security and safety
• Belonging and connection
• Status and esteem
• Intimacy and attention
• Autonomy and control
• Purpose and self-actualization

By focusing on these key takeaways and implementing the strategies outlined, authors can build cumulative advantage in the publishing industry, create lasting connections with readers, and develop a sustainable, successful career.

Last updated: July 29, 2024