Friday, September 11, 2015

The Best of Shane: "Taking a Whiz at Book Marketing"

All this week on 7 Criminal Minds, we're featuring the best blog posts of Shane Gericke, a former Criminal Mind blogger. His new book The Fury launched September 4th, the same week as he lost his wife to cancer.

Here's what Shane had to say about book marketing (and Cheez Whiz). Enjoy!


I always liked Cheez Whiz.

It's just that we call it "book marketing" now.

You remember Cheez Whiz. The sorta-food that looks suspiciously like cheese but you know it can't be cause it's yellow as a plastic banana?

Yeah. That stuff. What Wikipedia calls, "a thick processed cheese sauce or spread sold by Kraft Foods. It was first marketed in 1953. The bright yellow, viscous paste usually comes in a glass jar."

Yummy! And about as nutritious as eating your own hair clippings.

That's how I think of Facebook, Twitter, YouTube, author polls, games, and all the other fangle-dangly stuff we loosely describe as book marketing. (As opposed to Facebooking and Twittering to keep up with family and friends, which is a noble pursuit worth doing and well, as you can't have too many real bonds.) That "please be my friend" stuff is the writer's equivalent of eating Cheez Whiz. It's fun, it's tasty in a slightly off sort of way, and you can pretend you're eating real food. But eat too much of it for too long to the exclusion of meat, grains and vegetables, and you die fat, lonely and occluded.

Here's why you need to eat Book Whiz in small doses: because nobody really knows what works in selling books. We speculate and guess and conjecture and hope and burn tons of money and brain cells and then rain-dance to the gods of Sweet Jesus, No Returns This Time, but we don't know. If we did, we'd all have James Patterson sales. We don't. So, to spend a buncha time, effort and money on flashin' and grabbin' for eyeballs in hopes of sorta-maybe sellin' a book to some nice old lady you don't know in Webville is a fool's errand. We need to write. We need to tell stories. We need to create memorable characters and give them fascinating things to do. That's what gets us noticed, cause that's what readers want. And cherish. And love.

As do we.

So Facebook/Twitter/Social Networking/Who's Your Favorite Beatle? with the sole purpose of selling books? Sure, go ahead. It's fun and occasionally interesting. (Ringo Starr!) But just a few bites, please; leave the rest on your plate. Mom lied when she told you about the Poor Starving Children in China. They won't eat that stuff either.


I know, Debbie Downer. If I'm so smart, how come I'm not telling you what does sell books?

See above: Nobody knows. And I know less than that. But I do have marketing-related loves that aren't Butt In Chair Typing Manuscript. They are:

Book videos.

I love them, and find them utterly important to my success. Cause they pour gasoline on my creativity. They're kindling for the logs that become my real fire: novels.

I adore conversing with people through essays. (Blogs are just essays with designer clothes.) These little CM ditties, for instance. Once a week I get to tell you about something I find important and/or interesting, hopefully with a bit of grace and humor and style. (And the occasional cheesy video.) I like writing these essays, and I try very hard not to blow them off. They do take time, no question. I don't care, it's worth the investment. Why?

Because they're go-potion for my brain.

For me, writing begats writing begats brain stimulation begats more writing. I think with my fingers. Honest to God, if I sit quietly and pontificate about Something, my butt in a lounger and index finger on my temple, I can't think of anything. I'm bored. Start typing an essay, though--like this one--and immediately I'm dreaming up three dozen story ideas, visuals, characters, names, and what do I want for lunch tomorrow. It all bubbles into a rich un-whizzy gravy that bathes my creative side.

Which turns into real books.

I like book videos for the same reason. Not watching them--after awhile they all start to look and sound alike--but producing them. I don't have the technical skills to actually put them together; I leave that to folks who do it well. (The other day I tried burning a paperback in front of my videocam to illustrate the concept "hot writing." Good concept, but deep-fried-UGLY as a video. Plus the driveway smells all gasoline-y now . . .) But I love thinking them out. Writing the scripts. Deciding which voice will do the audio--male, female, child? Old, young, middle-age? Humorous, serious, nasal?

Most of all, I enjoy figuring out how to say it all in 30 seconds or less.

People don't like having their time wasted. Whether I'm providing just the facts, ma'am, riffing on music, poetry, books or politics, or discussing how "fuck" can be used as noun, verb, adverb, adjective and maybe even a gerund if I knew what the fuck that was--people want me to get to the damn point. They want to be entertained and amazed along the way, certainly, but they don't want me taking forty-eight miles of bad mountain road getting there. They want me to figure out the heart of my story, put it up there, and let them have at it.

So they can fall in love.

Coalescing a 400-page manuscript into 30 shining seconds of air time forces me to find the real heart of my story: the emotion. The real reason readers will care so much about my characters that they'll forget to breathe for just a moment. The real reason all of us write: to make that magical connection.

Something that Cheez Whiz will never, ever do.

Even if it's atomic yellow.

Oh, and that fuck-stuff I mentioned?

Best scene EVER using only the f-bomb. Here it is in all its naughty glory, from the television show The Wire:


For more of Shane's writing, check out his new book THE FURY!


Paul here. I’m happy to turn my post today over to the Best of Shane Gericke.

But I’d also like to say that today is 9/11, so let’s take a moment to remember what happened this day in 2001 and to remember the people who were lost that day.


Paul D. Marks’ noir-thriller Vortex came out on 9/1. D. Donovan, Senior Reviewer at Midwest Book review calls Vortex a “nonstop staccato action noir.”

“There are a lot of twist and turns; you’ll become obsessed with who has ‘the stash’ and if Zach is going to live long enough to find the answer,” says Cathy Carey of

Vortex was #10 on Amazon’s Hot New Releases in Noir a couple days after its release.


Please join me on Facebook:  and  Twitter: @PaulDMarks

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Rebecca Cantrell said...

Loved the post! Wish I could have seen the video, but it didn't work over here in Germany. No Cheese Whiz over here either...hmmm....

Your blogs made me laugh out loud when I read them the first time, and they're still damn funny now. I bow in respect.

And also to duck the exploding oil rig in the opening of The Fury.

Rebecca Cantrell said...
This comment has been removed by the author.
Meredith Cole said...

Congrats to Paul, Catriona and Art on their latest book releases! And thanks for all your, um insights, on book marketing, Shane.

Paul D. Marks said...

Thank you, Meredith!

Susan C Shea said...

I think with my fingers too, Shane, and have the same results - that is to say, none - when I set aside time to take a walk and think through a problem in a manuscript. Grass distracts me! But writing a blog post or reading someone else's post or book, or writing to my friend in France...aha!

This was my favorite in a week of really enjoyable archival posts. Thanks to Meredith for the idea and to you for coming back to spur us on. Best of luck with The Fury.