Sell More Books By Choosing The Right Anthology or Collection Theme

My long-time readers know two things about me; I've got a healthy amount of experience with anthologies, and I like to sell books. Getting into anthologies is a lot easier than selling them though, mostly because you need something unique to get them out of your inventory and into the hands of your readers. Maybe it's a bundle deal with a more popular book, an awesome book cover designed by a famous artist, a Big Name who contributed a short story, or another gimmick entirely.

Holding readers at gunpoint is certainly different, but not in the way you're looking for.

One unique selling point that a lot of writers overlook when it comes to anthologies as well as to single-author short story collections is the theme. If you can hook readers with a theme they haven't heard before you'll get them to read your sample. Once they've dipped a toe in you're that much closer to snapping up another sale.

Dare to be Different

Since folks like examples here's one that's hot off the presses.

Seriously, go take a look inside!

What you're looking at is my latest release, and the first book I've never had to share with other contributors. New Avalon: Love and Loss in The City of Steam contains 10 steampunk noir stories, each of which is connected by a single theme. Is it romance? Tragedy? The corrupt heart of the clockwork city that drinks the blood and souls of those who dig too deep?

It's all of those things, but specifically the book acts as a guided tour of New Avalon.

From the steam-shrouded souk of the Grates to the concrete bunkers of Cranktown, from the soupy, rotting alleys of the Gutters to the misty quays of Headsman's Wharf every story takes the reader by the hand and leads them on a district-by-district journey. Readers see the possible and the impossible, meet residents of the city, but more than that they see New Avalon's many faces. From the miraculous to the monstrous there's something for every reader in this book.

Assuming of course you aren't a fan of happy endings?

Know What You're Selling (Preferably Before You Write It)

Anthologies and collections are similar to other books in one way; it's easier to sell them if you know your market before you start. If you're writing a horror story for example, who are you appealing to? Will the latest hordes of zombie fans want to devour it? Will it be the latest fad among the vampire sect? Are you appealing to old-style fans of shows like The Twilight Zone and Tales From The Crypt?

While there's no need to pigeonhole your project before you even open up a blank word document, you need to think about what selling points it has. Returning to our above example, New Avalon has several fulcrums I can lever to get it into the hands of fans. Those include:

- Noir Steampunk: While the genre is no stranger to mysteries and detectives something that's more Sam Spade and less Sherlock Holmes is something that turns readers' heads.

- No Happy Endings: It's right there in black and white in the introduction, which I think of as the user-agreement for this book. New Avalon is a place happy endings go to die, so for those who find catharsis in tragedy this is definitely a book for them.

- Guided Tour: As mentioned the book's stories are all separate, but they are used to paint a picture of a single place. This can give it a serialized feel not unlike Frank Miller's graphic novel Sin City. While stories may intersect like gears in a watch, none of them know what the others are doing.

- Single Author Collection: One of the big hurdles when you're trying to sell a multi-author collection is that even if someone likes your work they're only getting one of your stories. This book offers multiple tales, but they were all penned by the same hand. If you're putting together an anthology though you'd want to get several well-known authors to make the book feel like a safer bet.

- Free Sample: Not sold yet? Check it out and read the first two stories for free!

Do I Need To Do All That?

That depends, are you selling as many books as you want to?

If you're reading my blog then we both know the answer to that question.

Some authors will get lucky their first time out. If you look at the news it seems like all some authors had to do was get one influential person to see their book and bam! overnight bestseller! Whether it was a viral send off on social media, or just the spirit of the zeitgeist taking hold they happened to write a winning ticket.

For most of us (and even most of the authors who look like they hit it big overnight) that isn't how it works. We write blogs, participate in community forums, guest post, get reviews, find guest slots on podcasts, try to catch the attention of local media, set up signings, and go to tons and tons of events. And because every yutz with a computer and Internet access can become an author that means there are hundreds of thousands more books out there for you to compete with. If you're peddling short stories you're already at something of a disadvantage, which is why you need to try and turn that weakness into a strength by finding a way to sell it.

Also, May is National Short Story Month! Use that as a crowbar if you can, and see how many doors you pry open with it.

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What I Learned Writing Short Stories For Two Years

Like most folks in my profession I grew up as an avid (rabid) reader. I wouldn't read any old thing (dramas and young adult books didn't much appeal to me then or now), but chances were good I had one book in hand, and a holdout in an ankle holster just in case. While I loved a good novel just as much as the next kid, one thing I was always up for was a good short story collection. Scary Stories, Bruce Coville's Monsters (and other versions), along with the infamously trashy Fright Time books that would put three horror novellas in a single book were my bread and butter in boring classes and on family road trips. As I got older my love of short stories didn't waver, but I moved on to collections by Stephen King, Clive Barker, and others. I also read a lot of anthologies with different authors in them, but it never occurred to me to ask how those writers got their stories into those books.

Or at least it hadn't, until the summer of 2012 when I stumbled across a call from Jupiter Gardens Press for their Boys of Summer anthology. I stared at my screen, read the page a few times, and a light bulb went off in my head.

"Oh," I thought. "So that's how you get into a short story anthology."

The Experiment

In May 2012 I'd been a freelance writer for four years. I had worked for magazines and newspapers, and I'd completed two novel manuscripts, but I hadn't actually published a piece of fiction in several years. So I wrote the short stories Summer People, Heart of the Myrmidon, and Skin Deep. All three of them were accepted, and I was told they'd become part of anthologies for Jupiter Gardens Press. I realized that I was now officially a published author, and that for every anthology I was part of I would get a small cut of the royalties.

I had a plan: Get into 10 more anthologies, then start work on a novel.

What could possibly go wrong?

What I Expected

The expectations I had going in were pretty low. I wanted to get back into the fiction groove I'd fallen out of, I wanted to shape up my publishing credits, and I wanted to develop a relationship with a variety of publishers. I also had some idea about making money. The younger, less-experienced me figured that if I could get into a dozen or so different anthologies that he could make a decent, regular royalty check that would let him relax and work on a novel.

I know right? I was fucking adorable back then.

The logic went something like this; the publisher wants to sell books, so it will put in a lot of effort to make sales and market the collection. There are between 10 and 20 of us who contributed to this anthology, some of us with bigger followings than others; if we combine our efforts then we can sell a lot more books between us. If I can get into 10 or more collections then average revenues should give me what a middling successful novel should, allowing me to pad my bank account. Additionally I figured I could dip my toe into certain markets and see what was more popular. Would I be better off writing a dystopian sci-fi novel? Is horror making a comeback? Is steampunk still a thing? These were questions I needed answered.

Lastly, and I stress this one, if a publisher turned out to be a lemon all I lost was a few weeks of work on a short story. If I sent a novel to the company then I'd lose months to a year of hard work. I was not anxious to deal with that worst-case-scenario, so I figured I'd put out some shorts as feelers for who was trustworthy, and who just wanted to reap the sweat off my back.

What I Got

I won't regale you with everything I did between the start of this experiment and today (the tab on the right hand side that lists the books my work has appeared in will give you the details if you're curious), but I've gotten around a little bit. I've worked with a dozen publishers, some of which were excellent and some of whose names I cannot speak without spitting and forking the sign of the evil eye. I'm not famous, and the idea of a regular, sizable royalty check is still something I only see in my dreams.

That said though, I don't feel these two years were wasted.

Oh Yeah? How's That?

No, please, regale us.

Well let's begin at the beginning. After two years of constant cranking I've sanded off the rough bits from my voice and style. I've managed to strengthen the muscles that let me work even when I've got a headache, when I'm stressed about rent money, or when there's no caffeine in the house and I haven't slept in a day and a half. I've never missed a deadline, even when I was asked to provide work at the last minute, and I've developed the ability to match the size of my story to the word count it needs to be told in.

In brief, these two years put a fine edge on my professional blade.

There's more beyond the whetstone. I've found fans and friends alike who, when I tell them I have a new piece coming out, will be eager to get their hands on it. I've been recognized as a professional by conventions, and given all of the benefits that comes with that status. I've also figured out which companies are solid, dependable operations, and which ones just want the writers to do all the work while they reap the profits.

It's not a million dollar pay day, but it is a rung or two up the ladder. It's the experience to know a raw deal when I see it, and it's the currency of goodwill that lets me step right over the slush pile to talk to an editor directly. It's the ability to sample some of my ideas to see which ones are big enough for a book of their own, and which ones aren't done growing yet. Lastly, and this shouldn't be written off, it's the confidence to walk into a room and comport myself like someone whose words are worth hard currency.

I'm not rich. I'm not famous. What I am is a professional, and this experiment is what made me that way.


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