Authors who give the impression of trying to blackmail their loyal readers into buying more risk forever alienating their readers. For example, I have in front of me a brochure sent by a self-published author who writes and publishes books in a very narrow niche (i.e., the railroad history of the state where he lives).
I had originally written the author a note of praise about one of his earlier books. (And, incidentally, never received a response. Which is OK, I guess.)
Recently, however, I received a copy of his latest catalog containing descriptions of current and forthcoming books. The catalog began with the following sentence: “Due to the rising cost of postage and the printing cost of catalogs, please place an order to remain on our mailing list…”
Death of a relationship
In a single sentence, the author had evaporated any possibility of ever selling me another book–even if if was a book I really wanted. The “blackmail paragraph” goes on to say that although he “values me as a customer,” etc., I have to buy something or I will be “dropped from our mailing list.”
He concluded: “Please remain a loyal customer.”
Win/Win alternatives
The negative experience, the appearance of blackmail, could have been eliminated if the author had simply offered me an alternative, such as subscribing to his catalogs for $5.00 a year, or whatever. This is a common among several of the niche markets that I am interested in.
Even better, the author could have invited me to subscribe for $5.00 a year, then offered to subtract the $5.00 from my first purchase! The net result would have been the same, but I wouldn’t feel so manipulated, the way I do now.
Takeaway: Are you unintentionally doing anything that might weaken the enthusiasm of your readers, or are you intentionally trying to reward your loyal readers?
February 22, 2009
May I share an even better one. I got this from my envelope supply company recently. I mail out about 1000 books a month using their padded envelopes.
Hi,
Due to the current situation and companys going into liquidation at the moment, I have just received this directive from head of accounts.
[14:13:14] Envelopemaster Rachel says: HI G WE HAVE HAD TO IMPLELEMTN A NEW SYSTEM WHEREBY PEOPLE HAVE TO SPEND A MIN OF 1500 IN ORDER TO HAVE AN ACCOUNT. ALL OTHER PEOPLE HAVE TO PAY ON CARD WHEN ORDERING. ALOT OF YOUR CUSTOMERS ARE SUPPOSED TO PAY ON RETURN BUT THEY RARELY DO AND MOST WAIT AT LEAST 30 DAYS BUT WHEN ITS ONLY A SMALL AMOUNT THEY CAN NO LONGER DO THIS IM AFRAID
I am sorry about this, but the company needs to protect itself, just as you do, and I am sure you will understand why this action has been taken.
I look forward to your co-operation in this matter and if I can help in any way, just let me know.
Kind regards
Graham
Envelopemaster Ltd.
February 22, 2009
PS I always pay on order. BEFORE I get the goods, and always have.
February 22, 2009
Right now, I’m building a fan base while trying to get my first novel published. Facebook has proven to be a wonderful tool, as it allows people to become fans, links to a 7-chapter excerpt of my science fiction novel, and also imports my daily blog.
One thing I’ve noticed is that although I have over 400 Facebook friends, only 100 of them are fans of the book. People who sign up as fans give me a tangible number and resource for knowing just how much support I actually have, but I definitely don’t want to press too hard and risk alienating people who are on the fence. Plus, my friends likely have hundreds of their own friends, so my updates might not stick out in a crowd.
All that goes to say, it’s been a learning process, but I’m very grateful for the support I’ve gotten thus far.