The difference between perception and reality is a test that every writer must pass in order to reach his or her ultimate goal. In our case, the perception of the object in our path was different for each of us because we each offer a different point of view of the world around us. We all lead different lives. We’re affected by events differently. Some see the glass as half empty while others see it as half full. Our perspective is directly related to who we are and how we think. Our decisions are based upon our perspective. Some may alter their course to investigate the object. Some may alter their course to avoid it. Many will maintain the same course and let fate decide. The point is that your interpretation of the writer’s world has a tremendous affect on your course. The dark force wants to distort your perception. It’s your responsibility to forbid it from doing so.
Many of the examples given in the discussion regarding “fear” work equally well as examples of perception versus reality. The most common example, however, goes directly to the heart of why you became a writer in the first place. Your perception is that everyone will want to read your book. You’ll establish great relationships with all the major distributors who will put your book in every bookstore known to mankind. Hollywood will be calling at all hours for the movie rights, and you’ll join Dan Brown and Stephen King on the list of 21st century author legends. It’s a great and an important dream because it likely provides you with the inspiration to keep writing. Unfortunately, it’s also severely flawed. The reality is you will write a best-selling novel (in your own mind). No one will care except for a few close friends and a family member or two. Distributors and bookstore owners will be too busy to meet with you. The phone will never ring. You will go about you life dreaming about what could have been and perhaps give up. You may even develop a grudge against a very formidable ally of the dark force, the publishing industry itself.
Developing a grudge against the industry may sound contradictory considering that you’re on the voyage of writing as a business, but it’s easy to fall into such a trap. Whenever you are deceived by someone, you often develop a grudge against that person. It’s no different here. The publishing business is filled with deceit. The dark force uses human nature against you hoping you’ll quit. Everyone is trying to make money, and will use whatever means necessary to do so. What the dark force doesn’t want you to know is that deceit is only a perception. You perceive that you were deceived because someone you were attempting to do business with promised you one thing and failed to deliver costing you valuable time and money. The reality is that you allowed yourself to be deceived by not preparing properly. You must be sure all the bases are covered before you deliver the pitch! The dark force is looking for any opening. Grudges, frustration, and deceit are not given to you by your enemies. They come from within you. Only you can keep them locked away so they don’t become weapons for the dark force and its ally.
Perception versus Reality is a war that begins as soon as you enter the storm. Wars are made up of many battles. The first step to winning a battle is not to blind yourself with a false sense of reality. The publishing industry is not your friend. It doesn’t care if you succeed or fail. It’s been around for hundreds of years and will be around long after you’re gone. Understand that you are a speck in a constellation of millions trying to stand out. Once you grasp that concept, you’re ready to enter the storm. If you pretend to be more than you are, you will end up at the bottom of the sea.
One battle you’ll face is the perception that you have to write the perfect novel. This never happens. It can always be better. No matter how many times you edit your work, you’ll always find something that needs to be amended. Not only does this keep you from ever finishing, it may frustrate you to the point you may not even want to finish. That’s not to say don’t edit. Just don’t edit to the point of obsession. Once you allow your heart to be taken out of the battle, you have no chance of winning it. Give your work to a professional to edit, not a family member or friend. It will cost money, but you’re in a business. You have to spend money to make money. More importantly, listen to your editor. Don’t allow pride to cloud your judgment. If more research is needed, then do it, but also understand that there comes a point when you have to go with what you have. If you have written a book in which you’ve appeased your audience, you’ve won the battle.
Another battle you’ll likely face is the perception that people will buy your book. Notice I highlighted the word buy. The reality of this battle is you will probably have a large number of people like your book and very few of those (including friends who have told you a dozen times they can’t wait to buy your book) actually buy it. Here is where understanding human nature can pay enormous dividends and save a little frustration as well. There is a tremendous difference between what people say and what they do. This includes friends and relatives. Don’t have the perception that all your friends are going to rush to your website, the bookstore, or wherever. It just won’t happen. Instead, come up with a much broader marketing plan, which takes us to a third battle.
Marketing is the most grueling battle in the war between perception and reality, and it’s where the outcome will be determined. The perception is that you have a good product that you’re sure will be competitive in bookstores. There’s just no way Barnes and Noble can resist my book! The cover itself screams, “Read Me!” The mistake here is confusing the more personal side of your business (writing the book) with the business side (selling the book). Learn about your potential client before you try to sell them anything. Again, cover all the bases. Barnes and Noble stocks over a million books and only a fraction of those make it into their stores. There is a lengthy review process for new books. To deceive yourself by believing such a major chain will take you seriously sets the stage for disappointment which goes back to understanding your size, your roll, and not pretending to be more than you are.
Within the marketing battle, there are smaller, individual battles to overcome. In order to become a force in the industry so that retail giants do know who you are, you have to build a reputation. To build a reputation, you need publicity. Spend some time soliciting the smaller independent books stores instead of larger chains. Believe it or not, there are some still out there that survived the onslaught by the giant retailers. Independent bookstore owners will be more receptive to your solicitations. Arrange meetings with owners so not only do they see your product, they get a feel for you. Many small bookstores aren’t used to getting personal attention. If you make an impression, they’ll probably be willing to give you a break. Keep your battles winnable. Shoot for a series of victories. By marketing this way, you accomplish a couple of things. You get used to being in public (which is no small challenge) and you begin to get to know the people that work in the bookstores, many of whom have been in the business before the retail giants came to exist. Bookstore owners are full of valuable information that can open doors to opportunities you never knew existed. A handful may have connections to the media that can be a huge asset.
The dark force will devote a lot of attention to the marketing battle, as will we as get further into our voyage. It will paint a series of perceptions with your wallet as its target. The perceptions that attending book fairs, signings, and other events will help sell your book is one you’re sure to encounter. The reality is that these events siphon money away and give little in return if not managed properly. The unfortunate thing about the marketing battle is that you have to fight on the dark force’s turf. You can’t shy away from signings and public appearances because they’re essential to generating additional publicity.
The perception that you’ll show up to a signing and immediately begin selling books is a fallacy. In fact, you may get more funny looks than anything else as browsers try to figure out who you are. Most will be afraid to approach you. Reality tells you that you need publicity in order to generate publicity. It’s a vicious cycle that we’ll talk more about in the future. In the beginning, select signings and appearances wisely to maximize your exposure and sales opportunities. Attempt to link them to community events if possible. You might have to start reading a chapter over the microphone to draw an interest. It can be stressful. If you’re only going to sell a few books and there’s little opportunity to generate publicity, you won’t make up for your travel expenses. Those signings aren’t worth the effort from a business point of view.
The perception that your book will sell better by you being there is false as well. The reality is especially pertinent in the beginning regardless of the amount of publicity you get. You are the one who has to sell your book. Strangers won’t buy it unless you give them a reason to buy it whether you do it in person or by some other means. Public appearances are an opportunity to go deeper into the material with a prospective customer only if you can figure out a way to draw an interest. Your goal is to get your book into the public eye where word of mouth becomes your strongest marketing tool. The only person that can make this happen is you.
Understand the nature of the business in which you’re becoming a part. The publishing industry is much like a stone; it’s lifeless, but capable of inflicting a lot of damage. Fortunately, the stone can’t inflict damage on its own. It needs help. The dark force has appointed you as the one who controls the stone because the dark force knows you are your own worst enemy. By going into each battle you face with the proper perspective, the realities won’t seem as harsh when the battles are done. Know yourself. Keep in mind the reality of human nature. In marketing, know the needs of the wholesalers and the bookstore owners. Remember, you’re a writer, but bookselling is a business. If your clients aren’t successful, you won’t be successful. Don’t try to be more than you are. Stephen King wasn’t always a household name. He was once a star trying to stand out like you. Winning a battle doesn’t win you the war of perspective versus reality, nor will losing one cause you to lose it. The trick is to accumulate enough victories so that someone takes notice. Pace yourself. If you try to accomplish too much at once, you risk accomplishing nothing. That is reality.
We’ve identified the object ahead as another ship in our path. It disappears into a sheet of heavy rain. Being the determined and patient business people we are we will maintain our course. We know the perception ahead is one of danger, but we also know the reality ahead may be much different. As we grow closer to the squall, the wind and seas pick up. Our ship rocks wildly from side to side. The first drops of rain pelt the sails. I give the order to maintain our speed despite the anticipation racing throughout the ship. We want to know what the mysterious ship’s intentions are. We want the answer before we’re close enough to ask the question. The rain begins to soak our ship sending a river of water from the bow to stern. Everyone heads below deck for safety. Pace, Patience, and Prosperity will play a vital role in our voyage the deeper into the squall we get and beyond…
