I don’t know about you, but I rarely think of education as a weapon. My general concept of education has always been that it is more of a path through a tool shop, although I suppose some of those tools could be considered sharp-edged weapons . . . especially those in the Critical Thinking Department.
And yet two of my earlier Quotes of the Week this month have looked at education as a way to fight poverty and terrorism, both of which are well worth trying to combat.
I think this “education is a weapon” concept is why folks at the more authoritarian end of the political spectrum so often seek to subvert, control, or de-fund universal education. They may come out openly against it (as does the Taliban).
Others may give lip service to the importance of education, but follow a more hyper-individualist and/or fundamental religious philosophy that can produce varying degrees of destruction as a side-effect (as do the extreme tax cuts in Kansas that were supposed to “free” businesses to create jobs but didn’t, or the push to use public education money for vouchers to fund parochial schools).
However we think of education, we must always remember that it is a powerful force, a sharp-bladed tool. It can improve lives all over our country and our planet–or it can be subverted in ways that stunt and warp and destroy. As thinking adults, we must keep our wits, look at outcomes, and make our choices about education as wisely as we can, lest that weapon fall into the wrong hands.
Elders and elementary kids, reading together: bridge-building between generations helps all parties.
The “loneliness epidemic” in our society is well-documented–we may have instant communication, but “proximity, as city dwellers know, does not necessarily mean intimacy,” Olivia Laing noted in her article, “The Future of Loneliness,” in The Guardian. And loneliness hits older people hardest of all.
But I would argue that the divide hurts the younger generation, too. Divorce and separation of families to far parts of the country can disconnect grandparent-child relationships, robbing the younger generation of chances for unconditional love and a healthy perspective on aging. People deprived of experiences with stable, loving elders may grow up without empathy or compassion for the lives and value of older people, and they also may live in needless terror of aging.
Last week I attended MidAmericon II, the 74th Worldcon, which was held in my home metro area of Kansas City.
As the author of a recently-finished (but not yet published) novel, I was a bit more finely attuned to the crosscurrents (perhaps “riptides” would be a better description) of opinion about publishing that could be observed in action at this convention than I have been in some time.
Between the panels, the readings, the parties (such as they were) and the Dealers’ Room, I encountered a wide cross-section of opinion about the “best practices” in publishing today.
One practice I found particularly curious was the free book giveaways. Many of the smaller operations seemed to think that a good way to attract new readers was to give away books.
Samples, you know? So people can see how “good” we can write, and love us, even though we haven’t had a copyeditor look at our work, much less a competent beta reader–or even (God forbid!) a professional editor.
If on the first few pages I encounter characters using each others’ names in dialogue (“Fred, as you know, I always write good,” Ellen cried. / “Why of course, Ellen, your writing is always just dandy,” Fred gushed), and alleged words such as “alright,” then SURE, I’m absolutely going to love it (NOT). In such cases, the free sample is worth every penny I paid for it, and it is going to make me take every effort NOT to bother with that person’s work ever again(even if they later take a writing class and get a clue).
This is the kind of “indie” publishing that gives indie-publishing a bad name, because no gatekeeper–no qualified second opinion–was ever allowed in. This is usually because the author is afraid to do so.
“They won’t understand” or “I swear, it gets better by Chapter Five” just doesn’t cut it. For God’s sake, people, study the craft! And beyond that, study best practices in marketing! Yes, I know, you are a Creator, and Heaven forefend that you should have to trammel your muse with such mundane things.
You have a choice: go on giving horrible warnings away for free, and dragging down the value of the product for all the rest of us. Or you can take a different view.
Two kinds of products: High-value and low-value
Okay, I’m taking a deep breath now, centering myself, and thinking calm thoughts. The main purpose of this post is to call attention to a basic marketing guideline I learned years ago when I was a direct marketer.
The rule of thumb goes:
If you are marketing a LOW-VALUE ITEM, you give away free samples and offer discounts.
If you are marketing a HIGH-VALUE ITEM, you offer premiums, up-sell enhancements, and offer tie-ins.
How does this work in practice?
If you are marketing a LOW-VALUE ITEM, you give away free samples and offer discounts. A low-value item is a cheap throw-away. It isn’t worth much, but if you sell a whole honkin’ lot of them, you can make a profit on the cost-markup margin, because of the volume. Such an item doesn’t cost you much to give away a free sample, so it makes sense to give away a few, in the hope that people will like it, tell their friends, and buy more.
This is a standard in the marketing world. Experienced consumers (i.e., most of us) know how to interpret a free giveaway. If you give your book away, it places your book in a category I doubt many indie-pubbers want to be placed into.
If your book is a cheap, throwaway, piece of crap, then perhaps the free-giveaway marketing ploy is your thing. Do you write dozens of them a year, and fail to do any research? Okay, then! You’ve found your strategy! In my humble opinion, if you give your book away, you are as good as labeling it dreck.
If you are marketing a HIGH-VALUE ITEM, you offer premiums, up-sell enhancements, and offer tie-ins. In this case, the item itself is far too costly to give away, and has a high intrinsic value. It takes a lot of time, effort and (dare I say) skill to create the item, and it can add lasting value to the owner’s life.
I would like to argue that a well-written book is a high-value item. The author has invested a tremendous amount of time, energy, and effort into it.
First, there have been years of learning the craft and creating the best possible story. Then this author has engaged well-read beta readers, possibly a copyeditor, and ideally an outside, professional editor to vet and perfect the product.
In the marketing phase, discernment and effort have led to the production of a high-quality, well-edited edition, with an attractive, appropriate cover, and high production values.
Appropriate premiums might be a first chapter as a teaser (a time-tested approach used by big-name publishers), an author autograph, or perhaps background, “insider” information. Up-sell might include an illustrated, limited edition, a signed and numbered slipcovered collector’s edition, etc. Tie-ins could include an author’s newsletter, pins, prints of the cover or illustrations, short fiction related to the major work, etc.
Your marketing strategy is up to you, of course. But I’d say it pays to think carefully about your approach.
The record backs her up, too. One thing that terrorists especially seem to fear (judging from their actions) is educating little girls. Big, fierce, criminal, weapon-wielding terrorists are themselves terrified above all else of schoolgirls. As well they should be. Kinda mind-blowing, isn’t it?
Wherever they’re held, Worldcons are a great place to meet science fiction fans from all over the world, and network with others in our niche of fandom.
Worldcon also is a place where innovations happen. Sometimes the innovations are accepted and continued from year to year. For example, at the first MidAmericon, held in Kansas City in1976, the base of the Hugo Award trophy was sculpted by Tim Kirk. Previous award bases had been rather traditional wooden trophy bases, but after 1976 the Hugo bases became more elaborate.
This year one of the innovations the concom is trying is a change in the parties that are held after-hours. Traditionally, these are hotel-room-centered parties, held in hotel rooms and suites by individuals, groups, or publishing companies.
They are traditionally a hotbed of networking between all the various players in sf fandom (bid parties for the right to host future Worldcons, or parties to promote other, regional conventions), and in the publishing industry (writers, editors, agents, and artists).
This year, however, all parties are to be held in the event space in Bartle Hall, in adjacent, tent-like lounge areas with couch-like seating and high, small-topped round tables. Traditional sf convention parties last well into the wee hours; these were closed down by the venue tonight at 11:30.
This severely limits both the number of parties that can be held (three, tonight), and the amount of networking that can be done at them (since you couldn’t have heard it thunder in those exhibit-hall parties).
I have absolutely no doubt that individuals will privately host parties in their hotel rooms, although the hotels don’t want them to. However, at the end of the panel schedule a totally new (to me) phenomenon cropped up: Author readings as networking opportunities.
My first glimpse of this was the comparative crowd that showed up for the first of three readings I attended today. The featured author was Arianne “Tex” Thompson, who writes alternate-history fantasy with an interesting twist. Authors are conditioned to expect very few people at their readings–for some reason they aren’t well attended. But so far the readings for this year’s Worldcon have been much better-attended.
When I returned for the back-to-back readings by C. Taylor-Butler and Tonya Adolfson (a.k.a. Tanglwyst de Holloway), I was treated not only to more engaging fiction, but also to a spontaneous discussion–actually, a veritable symposium–on indie fiction, audiobooks, and the ways that publishers, distributors, and reviewers game the system.
Tonya and her husband, John W. Farmer, also made a case for better–and better-remunerated–audiobook production values and standards. Their company, Fantastic Journey Publishing, is attempting to set new standards of excellence with full-cast audio recordings of not only Tonya’s books, but also those of other indie authors.
They made the case that indie authors who don’t do the diligent work of learning the craft, being edited professionally, and maintaining high production values for their work are feeding the double standard that plagues indie authors who do strive for excellence. Unfortunately, I completely agree.
I remember being a graphic designer during the 1990s, when something similar was happening in that field–any fool and his/her sibling thought that because s/he owned a copy of MS Publisher, that meant graphic design was “easy.” Good design isn’t, of course. It never has been. Thank goodness, a certain amount of sanity on that subject has returned–but in the meantime, there was some seriously stinko design foisted upon the hapless world.
It is my fervent hope that something similar will occur with indie publishing. Back in the 1980s when I first went to Worldcons, the only game in town for writers was publishers. You found an agent, you got published, if possible, and you played according to their rules. The networking parties were essential.
Today, it’s a wild new world, but the networking is as essential as ever. Where will we do it? Perhaps at each others’ readings.
Alliteration’s a lovely thing, and the point is still valid, if you take “chalk” to mean “inspiration.”
Of course, fewer and fewer classrooms use actual chalk today. In that respect this quote is becoming an anachonism. The transition, first to whiteboards and then to smartboards, started decades ago.
But teaching has been around a lot longer than smartboards, or even books or chalkboards. The bigger, older, more universal point is what a difference a teacher can make.
Nearly everyone has had that teacher. The one who paid attention, the one who took the extra time, the one who cared. The one we never forget. We’d like to think every child has at least one of those teachers, but the sad truth is that not everyone does.
We’re starting a new school year, so everyone involved in our schools has a new chance, either to get–or to BE–that teacher. Will this be the year?
IMAGE: Many thanks to SantaBanta for this image and quote.