I bought a frozen lasagna for dinner for the family. I love to make lasagna, and have a great recipe a fellow author gave me, but… There was friction. In other words, it was Friday night, had been a very long week, and I was so tired it hurt. So I did something to reduce the friction, and bought the darn lasagna.
So what does this have to do with writing? Well, it relates both to the writing, but more importantly, to the marketing and sales of our work. We want to reduce friction for our readers, but not too much. Frictionless is also a bad thing… But I digress. I’ll come back to that in due time. Friction in the context I’m using it is anything that makes the reader work harder to overcome. We’re going to say our readers have worked a long day and just want a book to curl up and relax with – literary fiction is the very definition of added friction to a book, which is why those are the books people love to say they have read but don’t actually ever finish reading. So how do you reduce friction in a book? Like sanding a piece of wood – you start out with the obvious of removing typos and poor grammar, then you switch to the finer grit of making sure you’re historically accurate, or consistent through the book with a character’s development, or… you get my drift. At the end you have a smooth, polished work.
But not too smooth. Here’s the thing. People remember ‘sticky data’ that doesn’t just drop through the colander of their brains. We all have colanders for brains, this isn’t an insult. We have to: we’re constantly bombarded by input, and if we didn’t learn how to filter all – well, ok, most – of that out, we’d be gibbering in the corner with our hands over our ears and our eyes squeezed shut. So the input pours through the colander, but sometimes something is too big or too sticky to just fall through, and that we pay attention to and remember. You don’t want your book to be so frictionless it falls through and is instantly forgettable. We want, to return to my wood carving metaphor, the grain of the wood to show through and give it some character, some unique qualities. Your book should still reveal your voice, the unique way that you write. If – and really, this should be when – you hire an editor, keep this in mind. They need to be helping you polish, not taking a belt sander to it and obliterating the interesting features that are your style.
Friction is, if anything, even more important when it comes to sales and marketing. Let’s look at two ways: in-person bookstores, and online bookstores, to begin with. When was the last time you went to an in-person bookstore, a brick and mortar? How far did you have to drive? That was a lot of friction, wasn’t it, before you got to the books. Now that you’re in the store, how easy is it to find the book you want? Or the section you’d like to browse to find a book, at least? Last time I was in a bookstore they didn’t have the fiction sorted by genre and it was a little annoying to say the least. Fortunately I wasn’t there for fiction, I wanted comic books, and I browsed the antique section of the store while I was there because I love beautiful books. But those aren’t organized at all, just ‘this looks old’ and shelved. So it adds a lot of friction to my shopping experience. Why do I go back? Because this store offers a ‘free book’ coupon and that reduces the friction on my bank account. Note: I’m talking a used book store, here. Their books are mostly $3 and comic books are a buck. My kids adore them, and frankly, so do I. Now, the last time I was in a ‘new’ bookstore was the local Barnes $ Nobles, which is a fifteen minute drive from the house (good) in a very congested shopping area (bad) and we only bought one book, from the bargain rack, because I refuse to pay full price when I can hop on Amazon and get the discounted rate. But the authors!! you’re saying They need to be paid!
No. Here’s the thing. As a businesswoman, I like supporting fellow small businesses. I’ll buy books at full price from fellow Indie Authors. Heck, if it’s an option I’ll read the book through KU and then buy it, so they get paid twice (if I really like the book, this is a nice way to say thanks to a creator). As a budgeting wife whose whole goal is to live frugally and not get into debt, I’m out to spend money wisely and plunking down twenty bucks on a (paper) book that may get read once is not a wise decision. I have a monthly book budget, by the way, one for fiction and one for research because I am a writer. So, back to friction. I don’t give a flip about supporting the big fiver publishers. So them? I buy discounted or even used.
Most Indies have already figured out that a great way to reduce friction and get more sales is to lower the prices of their books. Not having ritzy Manhattan offices to keep up appearances, they can afford to set their trade paperback prices around $15 and their ebooks around $5 for a novel. Now here’s where we get to the inverse effect of friction: if you reduce the price too much, or make the book free, you remove so much friction the buyer mentally discounts the book in their head as being less worthy. Free ebooks have a very, very low read rate. You might give away thousands of them, and maybe hundreds will get read (if you have a good cover, but that’s another post). Ebooks, in case you haven’t already realized it, are perhaps the ultimate in friction reduction for not only book reading, but book buying. Above I asked about the last time you drove to a bookstore, and the time and hassle involved in that. For online shopping? Pull up Amazon or your favorite ebook site, and click, you’re done and reading two minutes later. I was doing this last weekend when I was stuck in bed with a pinched nerve, trying to keep my mind off the pain. Binge reading, what a drug. You don’t have to get dressed – not even into jammies, if you don’t want to – to shop online. You don’t have to risk your life in mall traffic (suck it, B&N, I’m never coming back again). You don’t have to (Shudder) put up with people to make a purchase.
Friction, by the way, is why you shouldn’t limit your sales outlets too far. I’ve seen anti-Amazon advocates calling for selling books just through personal websites. That adds so much friction that I’d be surprised to hear of them making sales. Any sales. There are reasons why aggregator sites work, just like big department stores. Personally, I’ve chosen to add friction by not having my books available through Nook or Kobo and it wasn’t just that I saw the writing on the wall for the Nook years ago when I first compared a nook and a Kindle side-by-side. I’ve added that friction in order to reduce friction by having my books available through Kindle Unlimited. It’s not perfect, but you have to admit it’s very darn close to being frictionless for the reader, which means that if they are enjoying the story, there’s nothing to break them out of the reading trance as they march through an entire series. KU lowers the entrance hurdle for new readers to your work, and that reduces the friction, too.
Speaking of which! The anthology I have a story in, the one I was snippeting last week, is available for you now, and you can get it in paper, ebook, and read through KU. Just click here and you’re there! How’s that for frictionless?