Follow the Reader: Why We Buy Books

 . . . and why we don't. 

Some books I've bought in the last few weeks.

I've long marveled at the fact that our towns and cities are practically littered with bookstores, yet our population seems to read fewer and fewer books with every passing year. (Or is it: With the launch of every new reality television series?)

Of course, the answer is simple: There is a wide gap between the amount of books people buy, and the number of books people actually read.

This is where it gets interesting, because the question becomes:

Why do people buy books? 

Of course, I have some thoughts about this one.

1. Because they have to. 
   
   Let's face it: A lot of people buy books because they have to.
   
   I gritted my teeth and did the math in this post, where I figured that, as a teacher, I am personally responsible for the sale of 480 trade paperback books every single school year. I like to think that my students enjoy reading these books, but the bottom line is that they buy them because they have to buy them if they are to pass my classes.
   
   According to the National Center for Education Statistics, there were over 17 million students enrolled in undergraduate degree-granting institutions in 2009. That's a lot of book sales.
   
   
2. Because they look good.
   
   Shocking but true: Many people buy books simply because they look impressive on the shelf. Did you know that there are companies dedicated to creating custom book collections for their clients? My guess is that the people who use such services don't actually ever read many of the books that populate their shelves.
   
   We live in an extremely acquisitive time and place, after all. People buy things just for the sheer pleasure of buying. Bookstores know this. They cater to a buying culture that relishes in the experience of the purchase--from that leisurely coffee in the store cafe, to the hour spent lounging in the big squashy chair on the sales floor, to membership cards tat make customers feel special, these stores know who their customers are and what they want.
   
   
3. Because they love someone who loves books. (Or they just can't think of anything better to give as a gift.)
   
   I don't have any statistics to back this up, but I'm willing to bet that books rival gift cards and soap-on-a-rope for #1 on the most popular gift list.
   
   
4. Because they love someone who writes books.
   
   There is an amazing, growing community of independent writers out there. I see them banding together and supporting each other through social media such as Twitter and blogs. These are passionate, supportive individuals who care about their fellow writers, and show their support by purchasing their books and posting reviews. They share insights into the trials and triumphs of the writing life. The talented and hilarious Kristen Lamb created the Twitter hashtag #MyWANA to help serve this purpose, and it has become a driving force responsible for creating a strong indie writing community on the 'net.
   
   As a reader, I'm excited to see this. For the first time, I can sneak a peak behind the curtain and learn about the people who are responsible for creating books, which happen to be my favorite things in the entire world. I love to see writers supporting other writers by buying their books.
   
   
5. Because they love books.
   
   This is where it gets really interesting, because as dismal as it may sometimes seem, there is a large and enthusiastic reading culture out there. The popularity of sites such as Goodreads and Shelfari evidence this, not to mention the prevalence of giant bookstore chains and e-readers. (Did you know there are currently more than 6.9 million people on Goodreads, with over 240 million books on their shelves? This fact makes my reading specialist heart go pitter-patter.)
   
   But loving books is not enough. Readers don't just walk into a bookstore and buy the first book they see. As someone who is in the business of helping to create readers, I've spent a lot of time collecting information about reading habits, and thinking about what it is that motivates someone to actually purchase a book. Here's what I've discovered thus far:

We trust our bookish friends.

Readers will often buy a book sight-unseen if someone they trust specifically recommends it for them. 

We trust the experts. 

I spend my Sunday mornings with the New York Times Book Review, and I add books to my Goodreads To Read shelf as I go along. Similarly, I will buy books that my favorite experts in various fields recommend--financial gurus, television chefs, etc. If Gordon Ramsay puts his stamp of approval on a cookbook, I'll buy it.

We judge books by their covers.

I know where not supposed to judge a book by its cover, but we do. I know readers are amazing human beings, but we are still human, after all. 

We buy books that feel good in our hands. 

I love my Kindle, but I love my paper books even more. Some books just feel good in the hand. The paperbacks open easily, they aren't bound so stiffly that you have to break the spine to read the page. The covers have that satisfying, matte finish that is so easy to hold. They're just the right size to slip into a large purse, or a small bag.

Some books feel like they were designed to be held. Know it or not, we are more likely to buy those books.

We're loyal to our favorite writers. 

There's a lot of author-worship that goes on amongst readers. If we've bowed at a particular writer's feet before, you can bet your bottom dollar that we'll line up for the privilege of buying her latest book. In fact, our loyalty is so blind that it will often trump a crappy cover, a mediocre blurb, or a terrible review.

We love a great wordsmith. 

I don't need to be familiar with a writer to appreciate his way with words. If your blurb or first few pages make me wish I had a pen to record a great line, that book is as good as sold.

We feel something, and we want to feel more of it.

We read to feel something, after all, and if you can make us do that after reading your Kindle sample, book jacket, or the first page, we'll crave more, and we'll buy the book. 

Works every time.

Now, I realize it may seem like we readers are an easy sell. Not so. 

There are some things that immediately turn us off from buying a book. 

Here's the inside scoop: 

The promos make unlikely promises about the book.

This is a trend I've noticed more and more with independently published books. A lot of books are compared to our Most Beloved Series of All Time, and authors to Our Most Beloved Authors of All Time. On its own, this won't turn off potential readers. However, when such promises are coupled with multiple reviews that set the record straight, or samples that don't inspire the same awe as the referenced beloved book or author, we move on.

It's not that we expect every book to be the next Harry Potter, it's just that we have a lot of options out there, so we just don't have to deal with books that don't keep their promises. We have enough people in our lives that do that, already. Why add to the list?

The authors are *out there*, but only to promote their own books.

I love a writer who is also a reader. If a writer's blog has as many reviews of others' books as it has posts about her writing process, I feel I've found a kindred spirit. And I always want to read what my kindred spirits are writing. 

On the other hand, if a writer uses social media to do nothing but promote her own books and reach out to other writers, not readers, then I'm not as interested. Fair or not, we favor people who are cut from the same cloth, and in this case, that means writers who participate in the larger reading culture.

The authors don't mind their manners. 

This one is about writers who go one step beyond my last point, and actually reject aspects of the reading culture. They don't realize they're doing this, of course, but it is one of the easiest ways for a writer to lose a potential reader. This includes: 

- Writers who respond defensively to negative reviews of their work. Whether an author posts a comment directly on a negative review, or writes a cutting post about it on her blog, or speaks to it in an interview, it sends potential readers running in the opposite direction. I'm talking about writers who reject the negative review as being unreliable for whatever reason--the reviewer hasn't read enough books to know what she's talking about, the reviewer's claims are totally off-base, etc. Whatever it is, it's bad business. If a writer can't respect her readers, and accept a negative review and use it to inform her writing as she moves forward, I don't want any part of it.

I understand that it's difficult to accept critical feedback, but I also know how powerful it can be if the subject of the feedback chooses to use it to her advantage. (I've been teaching for eight years. I don't want to do the math, but every single student I've ever had in class has filled out a feedback form on various aspects of my performance as a teacher. I've gotten a lot of reviews in my short time in the field, and the negative reviews are always the most powerful. In fact, they have transformed my teaching over time.)

- Writers who publicly reject important aspects of the reading culture. I've read so many negative comments from authors about sites like Goodreads, and independent book review blogs. This is baffling. The people who choose to engage in these things are readers. They could be your readers! But they won't be, not if you reject their very participation in things that celebrate their reading habits. 

I adore authors as much as I adore the books they write, and the people who read them. As we wade further into the unexplored waters of independent publishing, I would love to see more writers engage with the reading community as enthusiastically as they have been engaging with the writing community. Today's writers have unprecedented opportunities to get their work out into the world, and to interact with potential readers on a large scale. I look forward to seeing that happen. 

So, what are you waiting for? Go buy some books! Go talk to your readers!

I love to hear from readers and writers, alike. I know you have something to say, so please, post a comment and let it be heard.

(Related: I detail why I bought 20 books over the last two months in this post.)

Writers: It's Time You Own It.

I'm talking about your writing, of course. 

It's time you own it like 

that pair of heels you bought on a killer sale 

and you couldn't be prouder to wear.

(Sorry, gentlemen. I can't relate to being excited about electronic purchases, 

so this is as good as it's gonna get.)

I love author Kristen Lamb's blog. It's filled with follow-worthy advice, complete with some of the best post titles I've ever seen.

In one particular series of posts, Ms. Lamb discusses the "Lies that can poison our writing careers."

"Lie #1 I’m not a real writer until I have a finished manuscript, landed an agent, am traditionally published, am selling books, have spent my retirement funds earning an MFA in Creative Writing."

This first one got an immediate "Amen!" from me. I've had the honor of meeting many writers over the years, and one thing I noticed is that so many writers are afraid to call themselves writers, most often for the reasons Ms. Lamb detailed in her post.

But they are writers. They became writers the moment they sat down and started writing, and they remain writers because they have continued that habit for the month, year, or decade since.

So, if you're a writer but you aren't owning the title yet, what are you waiting for? Get thee to Kristen Lamb's blog!

You're still here? Fine, I'll keep talking. I can do this all day.

Lie #2 really spoke to me. It's this:

"Lie: I will take my writing more seriously when others (friends, family, the FedEx guy) take me seriously."

Oh, do I need to work on this one. It's all about setting boundaries and putting your writing first, and taking yourself seriously so others will, too. Ms. Lamb inspired me to take immediate action with this post, and I already feel better for having done it. Aaaaaah.

And do you know what? The blog posts are just the beginning. Each post gets tons of great comments, with even more wisdom and advice from Ms. Lamb sprinkled in. And, she writes books. That's right, real books. Ones you should buy.

The deets: We Are Not Alone–The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer. Both books are ON SALE for $4.99!!!!

So writers, this is me spreading the writing love. Go visit Ms. Lamb's blog.

You can thank me later.

Authors! Have you Hugged a Teacher Today?

Well, you should.

Teachers are a great untapped resource for selling your books.

In the interest of full disclosure: I am a teacher. And I love to read. Love, love, LOVE to read. But I promise you, I am not writing this post as a feeble attempt to get me some author love.

Okay, now that THAT is out of the way . . .

Do you know how many books my students purchase every single year?

Let's do the math:
In an average semester, I teach five English classes. An average class has 24 students in it. Students read an average of two books (of their choice) per semester in my class. I teach two semesters every school year. So . . .

5 classes X 24 students X 2 books per student X 2 semesters = 480 books

480 books!

My students alone purchase 480 books off the bookshelves of our local bookstores every single school year.

Let's do some more math. (By the way: Who knew I'd ever voluntarily do math?)

This semester, my college is running 39 sections of reading courses. Last semester, we ran 41 sections of reading courses. Each course has an average of 20 students. Let's say these students read only one book per semester in these courses. We have two semesters in the school year.

39 sections + 41 sections = 80 sections X 20 students X 1 book per student = 1,600 books

1,600 books!

Our developmental reading students purchase about 1,600 books per school year.

But wait! There's more. 

This fall, we ran 60 sections of English 101. This spring, we are running 40 sections of the course. The average English 101 course has 26 students in it. Let's say English 101 students read only one novel per semester.

 60 sections + 40 sections = 100 sections X 26 students X 1 book per student = 2,600 books

2,600 books!

So, 2,600 books for English 101 + 1,600 books for reading courses = 4,200 books total

 4,200 books!

And that doesn't even include all the books students purchase for other English courses. (Of which, we are running an addition 76 sections just this semester, with an average of 26 students per section. Need I do anymore math? Please, I'm mathed out. :)

So, it's safe to conclude that the instructors in my college alone are responsible for asking students to purchase at least 4,200 books every year. 

This is something of which the textbook companies are well aware. If I told you just how many textbook reps visit my office every term, you probably wouldn't believe me. This is something that really surprised me when I first started teaching college full-time, because those textbook reps seemed like vultures circling above new prey, always popping their unfamiliar faces in my door, asking if I had a minute. But then, it makes sense, doesn't it? I teach about ten sections per year, and since I'm the person responsible for choosing the books we will read in class, books which my students are required to purchase, then those reps really want me to choose one of their books. They only have to convince one person that their book is worth reading, and then that translates into hundreds of sales off of just one point of contact.

But I don't really need help finding quality textbooks. First of all, I wrote my own 90-page course packet for my reading courses, which I refuse to publish and instead have our bookstore copy and sells for a mere $5 each, because I believe that money would be better spent on REAL BOOKS, and not a textbook. (Not that textbooks aren't real books, calm down. You know what I'm saying.)

 

So you know what I would love some help finding? 

New, high-interest novels for my students to read.

I started thinking about this just this past week when I asked all of my students to purchase independent reading novels for class. For many students, this will be the first time they go out and purchase a book of their own choice to read. Most of them admit that they have never been in a real bookstore before. (Other than our college bookstore, of course.) So, they're usually lost. They have little or no experience choosing books for themselves, and that is where I come in.

I always show my students my own Goodreads page, which includes bookshelves titled "Recommended by and for students" and "Student book clubs", which include some of the books my students have recently chosen to read for class. (I admit, I'm not stellar at keeping those shelves updated.)

I bring in a stack of books that I've read recently and think they might find interesting. 

I encourage them to go to an actual bookstore and pluck interesting titles off the shelf so they can sit with them and read through the first several pages. I tell them to ask the booksellers for help. And you know what? They do it.

And then, they often come to class with at least two brand new books because they couldn't choose just one. Because this is a little secret that reluctant readers don't often share with anyone: They want to read. They get the same thrill out of holding a brand new book of their own that we voracious readers get. And the best thing is that college students are so used to having to shell out $100 for a textbook they won't really read, that they are excited to spend $20 or $30 on a couple of books that actually look interesting to them.

I do my best to read great new books, especially YA books that I think my students will love. (Let's face it, this isn't exactly a chore. I would do nothing but read and write if left to my own devices.) But here's the thing: I'm just one person. I teach full-time. I cannot read all of the great new books that are out there. (And this, my friends, is the most difficult truth to face: That I will never live long enough to read all of the books I want to read. But, I digress.)

In an attempt to stay in the loop, I've joined Twitter and I follow hundreds of great writers. I read book blogs, and book reviews, and I cull through readers' shelves on Goodreads in search of titles they really love.

But still, I miss out on so many great books. I know I do. And so do most teachers out there.

And this is why I've been wondering:

Why aren't authors targeting 

teachers 

with their promos and marketing?

When I taught high school, every single one of my students read two independent novels every semester. In addition, we read three to four novels every semester as a class. I won't even begin to do the math here, but I'm guessing high school teachers are responsible for even more yearly book purchases than college teachers.

And here's the kicker: High school teachers are even busier, and have even less time to find great books, than college professors. That's a fact. High school teachers are, in my opinion, some of the hardest working people out there.

If I were an author . . .

I would send one copy of my book to the English department at every local high school and community college. Or elementary school, or middle school, depending on my target audience, of course. I would include a brief, handwritten note with the book, complete with my blog/Twitter account/email/website, etc.

I would do the same for reading specialists at the high schools. I cannot tell you how many people asked me for book recommendations when I worked as a high school reading specialist--students, parents, other teachers, administrators, etc.

Because here's the thing: Teachers are some of the greatest champions of books and writers, especially teachers of English, composition, and reading. But you won't see many of us tweeting, or blogging regularly, or commenting on your websites, because we are just too darn busy. This is the great irony that plagued my own high school teaching career--that teaching students of reading and literature became the greatest obstacle to actually reading literature. I just didn't have the time.

And so we teachers need you, authors, to reach out to us. We want to help you sell your books. We feel indebted to any writer who captures our students' attention, and when we find you, we will become your greatest champion.

But we don't often have the time to seek you out. I see you spending your precious time reaching out to book bloggers and reviewers, and I wonder: What about the teachers? What about our students? Teachers spend their days (loooong, 8+ hour days) with tweens and young adults. We are desperate to find that book that will turn them from reluctant readers to voracious readers. We know you have the books, we know they've been written, but we are knee-deep in essays and parent phone calls and after-school meetings to seek them out.

All it takes is one free book for an entire department, or an email with a link for a Kindle download. We would be thrilled to know that an author took the time to reach out to us, to acknowledge the work that we do with our students, to share a book that is just waiting to be discovered by our students.

We are in the same business, after all, 

of creating and inspiring readers.  

Won't you team up with us? 

Won't you help us get your books into our students' hands?