The Need for Felt-Need

A publishing consultant, a friend told me, said that a nonfiction book title should hit the felt need of readers. He wondered what I thought.

Felt need is an important consideration. The better we know our audience, the better we will be able to identify the concerns they have on the job, in the home, at church, or within themselves. What problems do they have? What challenges are they facing? What goals are they aspiring to? What lacks do they want to fill?

When we write, we want to answer the questions our audience has, not the questions we think they should have. But there is a balance because taking this approach can result in talking down to readers. Or the content can come off as one-dimensional because we are not writing what we are passionate about. As I say, it’s a balance.

Back to the title, I believe felt need is one consideration. In chapter ten of Write Better I unpack three key dimensions of a good nonfiction book title—code, content, and creativity. Code means the title fits the genre, be it business, history, self-help, or how-to. Content means you clearly signal the topic being discussed. Creativity means presenting the code and content in a fresh and arresting fashion.

How does felt need fit in this mix? Usually it would fall under content. Here’s an example.

What to Expect When You’re Expecting is a great title that clearly fits the code for the self-help/how-to genre. The content (help for expectant mothers) is right out there for all to see. And it offers this in a creative package (repetition and a play on words) that hits the felt need head on—expectant mothers can be nervous about what’s going to happen in the next nine months, and want information and reassurance.

Wrapping all these factors into a few words is extremely difficult. Most titles don’t. And many don’t include felt need at all. As I write, the New York Times Bestseller list for Hardback Nonfiction stands as follows:

1. Red-Handed
2. How to Be Perfect
3. The 1619 Project
4. The Betrayal of Anne Frank
5. Enough Already
6. South to America
7. Will
8. Unthinkable
9. Crying in H Mart
10. The Storyteller

None of these hit a felt need. Even How to Be Perfect isn’t really a how-to book nor about a felt need people have, unless they feel a need to look at key ethical and moral questions. Some of these titles don’t even hit content clearly. From the title alone, we have no idea what Red-Handed or Unthinkable are about.

Other factors than the title went into the success of these books—such as the author or topic already having some degree of fame (Will Smith, Michael Shur, Dave Grohl, Valerie Bertinelli, Anne Frank, the 1619 Project).

As I detail in Write Better, trying to include all the elements of great title is important but challenging. Especially for those of us who are not famous, if we can only hit one ingredient successfully, hit content.

image: Clker-Free-Vector-Images, Pixabay

Next Week: “Where All of Us Are Above Average: We the Fallen People 3”

What’s Wrong with U.S. Politics?

We the Fallen People 2

Many think something is very wrong with the U.S. political system. In Robert Tracy McKenzie’s excellent book We the Fallen People, he contends that one problem lies with how we have wandered from the way the Framers of the Constitution understood human nature. As we saw in my last post, the Framers were realists who knew people weren’t reliably good.

A key turning point in this drift came almost two hundred years ago, just a generation after the Constitution was written. In the presidential election of 1824, one of the most contentious in U.S. history, Andrew Jackson pioneered three strategies which have been a staple of American politics ever since.

First, he “ran against Washington DC,” proclaiming himself the outsider who could fix a broken system. Second, he developed a populist strategy which many have followed (both liberals and conservatives) ever since.

McKenzie helpfully describes this, saying, “Populists see the world . . . as a struggle between ‘the people’—always clothed in robes of righteousness—and some insidious threat to the people, typically a corrupt elite who would subvert the people’s welfare for selfish gain. . . . When populist leaders pay tribute to ‘the people,’ who they really have in mind are the folks who agree with them. Everyone else is an enemy” (p. 161).

The result of the election? Andrew Jackson led the field with 99 electoral votes. But he failed to carry a majority with the rest spread among three others—John Quincy Adams with 84, William C. Crawford with 41, and Henry Clay with 37. With no majority in the electoral college, the Constitution required the decision go to the House which elected John Quincy Adams.

The Framers of the Constitution, you see, wanted the election of the president to be shielded from the passions of the crowd—thus they inserted the Electoral College and the House. As I noted here, the Framers feared not only the tyranny of a king but also the tyranny of a majority (even a majority of white men like themselves).

As a result Jackson and his supporters pioneered a third strategy—they proclaimed long and loud that the presidential election of 1824 had been stolen from “the people” even though absolutely nothing underhanded or illegal had been done. The Constitution had been followed exactly as written. Yet he kept asserting this for the next four years despite its obvious lack of truth. Jackson also falsely claimed that the Framers thought the person with the most popular votes should be President even though the Constitution clearly says otherwise. Jackson won in 1828.

“The Framers of the Constitution would have been horrified” at Jackson’s populist strategy and its success. “In Federalist nos. 10 and 51,” McKenzie writes, “James Madison had argued that the only way to protect minority groups in a republic was to hope that society would be so diverse and the number of distinct interest groups so large that majority coalitions would rarely emerge.” He stated that whenever “a majority be united by a common interest, the rights of the minority will be insecure” (pp. 169-70).

What’s wrong with U.S. politics? The Framers had an answer: “We are.”

That’s why they created a system that sought to protect all of us from ourselves. We forget this at our peril.

Despite the divisions during Jackson’s time, all sides listened to one major voice. He was an unlikely option not only because he was young and an aristocrat, but also because he was a foreigner. In addition, he agreed with Madison and dissented from the populist majority. His name was Alexis de Tocqueville, and his book (which I will discuss in part three of this series) was the timeless classic Democracy in America.

Engraving: James Barton Longacre, 1794-1869; Library of Congress–https://www.loc.gov/pictures/item/2003671446/

Disclosure: I received a complimentary copy of We the Fallen People from the Publisher. My opinions are my own.

The Beauty of Gridlock

(We the Fallen People 1)

Complaining about political gridlock is our new national pastime. Congress seems to get barely anything done. What would the Founding Fathers of the United States think about all this? They’d be delighted.

Why? Because it would mean that the Constitution was working as intended—making change difficult and slow.

How did they achieve this? By spreading out power among various groups nationally (the executive, legislative, and judicial branches) and sharing it with the states (which have their own executive, legislative and judicial branches, as well as city and county divisions). We call this a system of checks and balances, and separation of powers. The intentional result, sometimes, is gridlock.

Why did they do this? Because they didn’t trust human nature.

In this first of a series of posts, I will unpack this story and several others told by Robert Tracy McKenzie in We the Fallen People, one of the most important, insightful, and worthwhile books of recent years. This vital work not only gives us some fascinating history but also offers key observations and wisdom for our own day.

So why didn’t the Founders trust human nature? “The problem as they understood it,” McKenzie writes, “is not that we’re wholly evil; it’s that we’re not reliably good” (p. 17). “The Founders were realists. They exhorted Americans to revere and practice virtue. They didn’t expect it” (p. 42).

Checks and balances are especially important because they didn’t want one person or group to be easily able to impose its will on others. While they rejected the potential tyranny of king, they also rejected the potential tyranny of the majority—even a majority of white males who were the only ones who could vote.

Hamilton observed that “this is why we have government in the first place: ‘because the passions of men will not conform to the dictates of reason and justice without constraint’” (p. 54).

The Founders were not perfect themselves in avoiding this problem—witness the tyranny of the majority of white males over slaves and Native Americans, and the absence of political representation by white women.

It may sound strange that they distrusted democracy, but it explains why originally the Constitution called for senators to be elected indirectly by the state legislators. It’s also why they didn’t want the President elected directly but through the Electoral College.

How things have changed! Today most Americans as well as most Christians (according to polls) reject the underlying assumption of the Founders that human nature is driven by self-interest, often at the expense of others. We the people now believe in the goodness of human nature—at least the goodness of American human nature. And if not that, then at least the goodness of those we agree with!

We the people have no doubts about how good and noble and true are our opinions, our motivations, and our goals. The Founders believed we should be very suspect of exactly these things, and they built that understanding into the Constitution.

Remarkably, the shift about human nature from the realism of the Founders to the optimism of today did not begin with Oprah Winfrey or Thomas Harris’s 1960s bestseller I’m OK—You’re OK or Norman Vincent Peale’s radio show from the 1930s and his The Power of Positive Thinking. What David Brooks has labeled in The Road to Character as the age of “the Big Me,” McKenzie tells us, began two centuries ago with the election of Andrew Jackson.

We’ll look at that story from We the Fallen People in my next post.

Image by Wenhan Cheng from Pixabay

The Book I Didn’t Understand

Once I was the editor for an author whose book I didn’t understand. I liked him personally but found his manuscript vague. He employed specialized vocabulary, using words to mean things they didn’t normally mean. I had no idea why the book was organized the way it was and couldn’t figure out what other structure to suggest. His stories were coherent and easy to read, but I didn’t see how they fit.

There was nothing wrong with the book sentence by sentence. He was a competent writer. His content was not offensive or inappropriate in any way. I just didn’t get it. Who was he writing for? What was he trying to achieve? What was his main point? I couldn’t tell.

So what did I do as his editor? I asked for no revisions whatsoever and published the book as it was. Why?

Because he was clearly intelligent, had published successfully before and had a following. He was a sought-after speaker and consultant. I was sure this book would also find his substantial audience—and it did! I was equally sure that I was not part of that audience.

The lesson here is for editors. We don’t have to like a book to publish a good book. Sometimes we don’t even have to understand a book to publish it. We do, however, have to recognize that it has value for an existing audience.

We need to be humble enough to let the authors that we have contracted to speak for themselves. This can be hard because as editors we are often jacks of all trades. We know and have learned a lot about a lot. And if we don’t understand something, we assume no one else will either. It’s hard to remember that this is not necessarily true.

We believe we have average—ok, above average ability to decipher even convoluted prose. If we can’t figure it out, others won’t be able to either. This can also be false.

Our job is not to publish books for which we are the audience. We are to publish books that fit in the mission of our publishing house for which there is an audience.

It’s often said that we shouldn’t judge a book by its cover. What we like, agree with, or even understand is also not the ultimate standard by which a manuscript should be judged.

Image by Greg Montani from Pixabay

The Success Conundrum

Like many book lovers, you have probably enjoyed certain authors so much that you keep reading their books. At some point, though, you may get tired of them. It may begin to feel like they are writing the same book over and over, especially if they have hit on a successful formula. We can see this with money management books, self-help books, or thrillers like The DaVinci Code.

It’s a conundrum for authors. On the one hand we are told to write what we know, yet we are unlikely to have deep knowledge or experience in several divergent areas. Likewise we may have gained expertise in a certain style of writing that may not transfer to a different genre. Imagine trying to shift from technical writing to popular fiction. It can and has been done, but it takes practice and discipline.

Then there is that old issue of audience. If we have developed a following (which can take a lot work and luck), why walk away from readers who still seem to want more?

One strategy is to take a chapter or subtheme in your first book and expand that, going in depth in a way you couldn’t before. Another option is to take the topic you are known for and apply it to a different audience or context. Instead of getting organized in the home, consider getting organized at work.

Malcolm Gladwell (Outliers, Blink, and David and Goliath) is someone who has found a happy balance of combining the similar and the different. He uses the same excellent journalistic and story-telling style to approach many different topics (success, intuition, underdogs). He models a curious mind, and I, for one, am happy to go wherever his interests take him.

I have also followed authors who have written similar kinds of books. The books in Louise Penny’s mystery series centered on Chief Inspector Armand Gamache are quite alike, usually containing the same (or reoccurring) characters, mostly in the same locale (Quebec), using the same style. Yet she manages freshness in plot and superb characterization that makes us care about the people in her stories, book after book.

Yet sometimes after reading a couple books from the same author, I move on. Part of that may be due to taste. Or perhaps I’ve just gone deeply enough into a topic to suit my needs. But sometimes I just feel like I’ve read it before.

Publishers often see this reality in the declining sales of each new book by a previously successful author. It can be a conundrum for them as well. After working hard to establish a new author, they want to build on that—if they can without prompting tedium.

What if, as a writer, you have only one area of expertise and you’ve pretty much said everything you have to say in one book? To me, that’s ok. And if you desire to write more, there are plenty of other channels for shorter pieces like blogging, articles, contributing a chapter to an edited collection, short stories, poems and more.

And one of these may spark an idea for a book on something brand new.

Christmas in a Minor Key

Maybe you’ve noticed that a lot of Christmas music is in a minor key. Even many of our favorites.

  • What Child Is This?
  • O Come, O Come Immanuel
  • I Wonder as I Wander
  • Mary Did You Know

Every key has its own distinct color and mood. But since Christmas is a joyful time of year, we would think it calls for a solid, all-is-right-with-the-world major key, which it often does. Then why do so many carols make use of the sometimes mournful or uncertain tones of a minor key? Even something as cheery as “Carol of the Bells” is minor!

We can understand it for “O Come, O Come Immanuel” which focuses on the centuries that the people of Israel waited for a Messiah to come and rescue them from the oppression of other nations. A minor key can also convey a sense of mystery, which the story of God becoming human certainly contains.

But why does “We Three Kings” mix the minor-like Aeolian key with a chorus that is major? Is it to give the carol a Middle Eastern flavor in light of the magi coming from the east? Perhaps.

The text of this carol by John Henry Hopkins Jr. may also give us a clue. The five tightly constructed standard five verses include an introductory and closing verse. The three verses in the middle are each devoted to one of the three gifts, each in the voice of a different wise man.

“Gold I bring to crown him again,” declares this first. This verse is appropriately upbeat, noting how gold is associated with kingship and, in this case, a king whose reign will last forever.

The second gift, frankincense, is burned in worship, giving a pungent odor that reminds us both of God’s presence and of our prayers rising to God. As the second wise man says:

Incense owns a Deity nigh;
Prayer and praising, voices raising,
Worshiping God on high.

It’s when we get to myrrh that the minor key truly comes in to play. This spice was commonly used when burying the dead, including Jesus’ burial (John 19:39). Thus:

. . . its bitter perfume
breathes a life of gathering gloom;
sorrowing, sighing, bleeding, dying,
sealed in the stone-cold tomb.

Here we find the reason a minor key is sometimes employed. Christmas carols often point out that the Incarnation is a necessary prelude to the cross. “I Wonder As I Wander,” for example, explicitly opens with the question of why the Savior was born only to die.

The last verse of “We Three Kings” doesn’t stop at the cross, however. It completes the story by looking forward to the resurrection even as it summarizes the previous three:

Glorious now behold him arise;
King [gold] and God [frankincense] and sacrifice [myrrh].

We rightly celebrate the joy of Christmas and the promise brought by the Prince of Peace. Yet it is a story that is deeply human as well as deeply divine, mixing both sorrow and joy. The mixture makes the joy much more than a superficial happiness, but something that is deep and lasting.

The Problem of the Anonymous Author

Everyone who has tried to get a book published recently knows the question every publisher will eventually ask: “What’s your platform?” That is, how well known are you? Will you be able to let lots of people know about your book once it’s published? Do you speak to groups regularly, and if so, how many? Do you have a prominent professional position or a large following in social media? If you don’t, publishers aren’t usually interested.

Once upon a time, publishers could successfully sell books of not-so-famous authors through the thousands of bookstores spread around the country. But with the rise of e-sales and the resulting demise of two-thirds of all brick-and-mortar book shops, publishers have had to rely more and more on authors to make a book known.

But what if the content of your book means you need to remain anonymous. Maybe you have a memoir in the works, but you don’t want to directly expose sensitive information about those close to you, information like past addictions or trauma.

Maybe (more intriguingly) you are a whistleblower. If your identity in a particular organization were to become public, then you might expose yourself to retaliation. Nonetheless, publishers want the author out there in person, using your real name to promote the book. Otherwise they won’t touch the project.

What’s the solution?

One option is to find a coauthor with a platform who could be the public face for the book. Ideally your coauthor would have some credentials in the main topic of your book. If addictions or trauma is involved, then teaming with a psychologist might make sense. If corporate misdoings are the focus, then a business writer could work. Having a coauthor with an established platform can even help you get published even if you don’t need or want to be anonymous.

Pairing with someone who will do all the promotion and who will already be well-known could mean your coauthor gets more than half of the royalty—even if you write half or more of the book. But hopefully the book will do at least twice as well as an anonymous solo effort. So you should break even or better.

In fact, having a coauthor could make the difference between being published and not being published at all.

—

Image by Irina L from Pixabay

The Best in the Business

As an executive at a publishing house for decades I read dozens of business books. Some I read for my own interest. Others were assigned to me by my boss for our team to read.

Too many of these were filled with abstract ideas, gave few examples of how to put the theory into practice, had longs lists of to-do’s, were based too much on one person’s experience, or simply had too few ideas.

The best of them kept their audience firmly in mind. The authors knew their readers were busy people who needed fresh, practical ideas on specific topics. They had to keep the attention of people who were distracted by dozens of problems needing immediate attention, people who wanted help—right now. How did they do that?

1. Stories. Some business books (which shall be nameless to protect the guilty) give theory or outlines without engaging the human element. Stories engage our passions. But they also use stories to make principles concrete. Often we don’t know how to put an idea into practice in our own context until we see an example even if it is in a completely different setting.

One of the most memorable pieces of leadership advice I ever read was in First, Break All the Rules. Counterintuitively the authors said not to spend a lot of time trying to fix weaknesses in employees. Rather concentrate on their strengths and on your best employees. That seemed odd to me until they told a concrete story of Jean P. whose average for data entry was 50% higher than the national average. Her manager helped her set goals to improve and track her progress. In three months she doubled her performance. So she set new goals and in six months she doubled that! (p. 177)

Suddenly the point became clear. Rather than spending a lot of time trying to get five average people on the team to improve by 10%, far more could be achieved by giving focused attention to star performers (in data entry or sales or case loads). When I read that, I got it! And it transformed how I managed.

2. Practical. The best books don’t open with several chapters of theory and then offer concrete advice at the end. Rather they mix theory and practice in every chapter. Unless readers feel they will get something they can use right away, they will give up on the book.

3. Substance. I am often annoyed by business books which “are magazine articles with a very high view of themselves.”* Books that stretch out a single, thin idea are exasperating. They waste my time. While most readers won’t tolerate a thick, academic approach, they do want something that is based on solid research which has been distilled in a way that doesn’t talk down to them. Which brings us to the next point.

4. Simplicity. It’s hard to put something into practice that you can’t remember. It’s also hard to put something into practice that is overly complicated. Don’t get me wrong. I love subtly and nuance and balance and sophistication in everything I read. Sometimes I’m able to gather the main points myself. But it is so much better if authors could do that for us.

One of the best business books I’ve read is, under the surface, a manual on how to write a business book. Made to Stick by Chip and Dan Heath is for those who have an important message to convey—teachers, sales managers, team leaders, coaches, writers, parents, entrepreneurs talking to investors, yes, . . . and those writing business books.

They highlight six points which they summarize in a memorable acronym SUCCES—Simplicity, Unexpectedness, Concreteness, Clarity, Emotion, Stories. And they practice what they preach, using all six of these features in their book to explain each of the six points.

No one formula is right for every book. But if you are able to incorporate even some of the elements the Heath brothers encourage, regardless of the kind of book you are writing, then you’ll definitely be in business.

—

*As my friend Steve Board once put it.

The Stories Publishers Tell

The story of Christian publishing in the last hundred years is one of spunky start-ups and massive conglomerates, of individual faith and social movements, of passing fads and foundational convictions. It is also a story little told.

Helping fill that gap is Chasing Paper edited by independent scholar Stephanie Derrick. With forewords by Mark Noll and Philip Yancey as well as twenty brief essays (disclosure: including one I wrote), we hear from key participants whose work helped shape not only their publishing houses but also thousands of books issued in the last sixty years.

I was most impressed by the international scope of the collection. The global range of the enterprise is well represented with inside looks at Christian publishing in Brazil, sub-Saharan Africa, Pakistan, the Philippines, Peru, Vatican City, Canada, England, and the United States. The variety of religious communities is also significant, including Catholic as well as Protestant mainline, evangelical, African-American, and Pentecostal.

Most contributors take the approach of memoir, which allows for appropriate storytelling that makes for a quite readable volume. But they do not neglect the social, cultural, economic, and religious context of their work. These broader reflections are illuminating. The authors also relay the specific strategies they employed, strategies which could trigger creative and effective ideas for publishers and authors today who have different contexts with different but similar difficulties.

Peter Dwyer of Liturgical Press, for example, recalled how a dozen years ago he divided the challenges they faced into short-term (the economy of the Great Recession), medium-term (the business model required to deal with e-publishing and Amazon), and long-term (the Catholic Church with its clergy shortage and abuse scandals). Joseph Sinasac’s piece on publishing in Canada also offers a valuable array of strategies for facing the sea changes of recent decades.

Publishers love giving authors an opportunity to tell their stories. Here’s a book that gives publishers a chance to tell their own.

The Future of Writing

“The art of prophecy is very difficult, especially with respect to the future.”*

That is no less true in the world of writing and publishing than in politics or business. What will be the hot topics of the next year or decade? Few predicted two years ago that we’d see a huge resurgence of such backlist books as  Love in the Time of Cholera by Gabriel García Márquez, Albert Camus’s The Plague, and A Journal of the Plague Year (1722!) by Daniel Defoe.

Should we try to be current or should we aim to be evergreen? When trying to figure out what to write next, it can be a difficult question. In general, I think we should avoid the current or trendy unless that new fad happens to hit our sweet spot—something we already have some experience with, interest in, or knowledge of.

A corollary is that we probably shouldn’t worry whether our interests are in favor or not with the reading public. We should write about what interests us. You can’t fake enthusiasm. Your passion will capture readers.

Roger Burlingame wrote in 1946: “A few years ago there were resurrections of the Brontës, Anthony Trollope and Jane Austen, whose novels of manners presumably belong to an area on which the door had definitely shut… So it is never safe to say that a book or a genre is dead or fatally dated.”** And the Jane Austen revival seems to have had remarkable staying power even to this day.

If something out of date or passé interests you, don’t worry about it. Write what you care about. Write with excellence. And see what happens.

—
*This phrase or variations of it have been identified as a Chinese or Danish proverb, and also attributed to Mark Twain, Samuel Goldwyn, Nostradamus, and others. But it likely originated with physicist Niels Bohr. https://quoteinvestigator.com/2013/10/20/no-predict/

**Roger Burlingame, Of Making Many Books, (University Park, PA: The Pennsylvania State University PRess, 1946, 1996), p. 328.