Let’s All Go To The Market!
by Ian Clements
Our scene begins with a box of crayons. It’s half-full; the rest of the crayons are scattered across a table, some worn down to nubs and others just tested on the table edge. Sitting amongst all this is an exhausted boy, warm with artistic achievement. Let’s put the cheese-o-meter to eleven and call him Johnny. Johnny has just finished making something. Balled up paper sits around his feet, but he’s sure that this is the right one, the good one, despite a weird sense of foreboding setting in.
‘Knock knock!’ comes a voice at the door, it opens and in walks a smiling young businessman. He talks in-between setting himself up: ‘Now Johnny, I’m Chet, and I like what you’ve got there,’ (sweeps crayons onto the floor with one hand) ‘I think it’s super cool!’ (Gives thumbs-up after using them to open his briefcase) ‘So I want to talk to you about marketing. Have you considered your target audience?’
Johnny feels the nerves jump in his leg, but Chet seems nice. He likes him and his work, where’s the harm. ‘I don’t really know my audience,’ he admits, ‘I just want to write.’
Chet sucks air between his teeth and looks comically sullen. ‘Oooh, I get ya sport, I get ya. Problem is, they’ve got to know ya if I’m going to sell ya! So who we talking here? Middle-age male, semi-professional. Maybe could read your stuff on the train, morning commute? The kind of guy you could really reach through your platform.’
Johnny can feel the warmth thaw to a cold trickle down his nose, possibly mixed with some brain matter. ‘Platform?’
Chet gives a false, braying laugh. ‘Platform, he says! Your blog, your website, those groups you started on Facebook. Those cats you chew the fat with over on Goodreads! That mailing list you’re building up, up, up! Speaking of which, written that free short story for the mailing list yet? Gotta bait `em to sell `em! Know what I’m saying, sport?’
‘Can’t..’ Johnny begins weakly, ‘Can’t I just put it up on Kindle for people to find?’
Chet nods, earnest. ‘Oh sure, sure! Let me tell you about algorhythms! Those buzz words to get the punters in! What genre are you, by the way? You know, if you could swing it into an urban fantasy, maybe drill down there into a sub-category of paranormal romance, that’ll get the odds in your favour! Unless of course you need a physical paperback to get in there. Sometimes you do! You going with Smashwords, too? Kobo, Apple, B&N? Ha, ha! So many nooks and crannies, I love it!’
‘I just..’ Johnny slurs, ‘I just want to write.’
‘Well, maybe you should go the traditional route! You know, wait six months to hear back from your submission? Course that’s no problem as you’re such a prolific guy! Write `em as fast as they reject `em! One story a week, right? Build that catalogue.’
‘So..’ Johnny grabs at the ray of hope, ‘If…if I get traditionally published, I won’t need to market?’
This really tickles Chet; he leans back and roars with laughter. ‘Ah ha ha! Love it! You’ll need to market no matter what!’
‘Then what’s…’ Johnny feels his vision blur, he grabs the table to try and arrest his fall, ‘W-wh-what’s the poi…gnrnnr’
‘What’s the point?’ Chet brightly repeats. ‘This is a marathon, not a sprint, John-boy! So let’s jog jog jog! Get that lactic acid flowing! It’s only when you have twenty books out that you’ll start to see a modest income. Did I say modest? I meant shameful! But that doesn’t matter to you, because you’re an artist, right Johnny? John-boy? Johnzilla? John the mon? Ah ok, you rest down there for a minute. I tell you though, you’re going to love what’s ahead: connecting with your fans, when you get any, begging for reviews, `cause most folk won’t care. Raising and lowering your prices like a drowning man looking for an air bubble. It’s all ahead of you, John! You just need to embrace it!’