Well, it’s the biggest marketing backfire I see as a blogging book reviewer anyway.
Okay, here it is. The biggest marketing backfire I see is *not calling a book what it is in order to snag new readers,* whether by labels or cover art or whatever. Whoever stands to profit from the sale of the book can count themselves lucky if the reader is merely annoyed. Science Fiction Romance is one of the biggest victims of this backfire.
Rosie Reader’s Quest for MOONSTRUCK by Susan Grant
Rosie Reader looooves Science Fiction Romance. Always has. She totally had a thing for Han Solo when she was just a zit-faced teen. Now thirtysomething, she’s married to her own studmuffin pilot and packs little Han, Jr. around on her hip. Susan Grant is an SFR author and a pilot. Her books would be ideal for Rosie, but Rosie has never heard of Susan.
One day, Rosie gets off work at Microsoft and picks up Han, Jr. from daycare. She dashes into the grocery store to get dinner because Han, Sr’s last flight got cancelled and he’s on his way home too, starving. She grabs a frozen pizza and sprints for the cashier, swinging by the book section of course. Although this grocery store costs more, it has an excellent book section and that’s why she patronizes it. She’s got a big project coming up at work and could really use a great SFR novel to recharge the batteries on her lunch break.
Rosie turns the corner and Han, Jr’s whimpering breaks into wailing for dinner. He starts tugging at her blouse and her breasts start dripping milk inside her bra. Horrified, she has to grab a book fast and check out before the whole front of her is drenched and Han, Jr. is screaming.
Rosie quick-scans the Romance novels.
The title MOONSTRUCK grabs Rosie’s attention (the Moon is in space, after all) and her focus goes straight to that book.
Once the cover art registers in her mind, she groans. “Romantic Suspense? I hate Romantic Suspense!” She dashes for the cashier, little Han, Jr screaming. She doesn’t have time to read back blurbs or the first page. Her boobs are about to explode.
But, this is a Romance genre blog and so a happy ending is required.
Although Han, Sr. falls asleep after wolfing down his pizza, so does Han, Jr. Rosie puts them both to bed and gets on the computer. She Googles ‘Science Fiction Romance’ and lands on several sites with Paranormal booklists. “I’m not into blood-sucking dead guys! Where’s the blasters? Where’s the warp engines?” Finally, she beams aboard the Galaxy Express. http://thegalaxyexpress.blogspot.com/ There she finds a great bunch of fellow SFR readers to hang out with and is stunned to learn MOONSTRUCK is Science Fiction Romance!
On her lunch break the next day, Rosie races back to the grocery story to buy the book. After devouring it, she buys Susan Grant’s entire backlist and then starts in on Linnea Sinclair’s books. Linnea’s books are easy to find because they all have similar cover art, which include spaceships.
And Rosie Reader reads happily ever after.
*May the Force be with you.*
This post was submitted by Kimber An.
No related posts.
I’ve seen this from the other side – I expect straight SF or Fantasy and get Romance instead, which has different protocols and different priorities. The people who’d like to read them will pass them by, the people who pick them up will be annoyed – and nobody wins.
I just read a Linnea Sinclair, and in my review I mentioned that I thought it could have been labeled “SF” instead of “Romance” and also that Ann Aguirre’s GRIMSPACE which I also recently read, could have been labeled “Romance” instead of SF.
I bought both based on recommendations by romance blogs, and really liked both.
I have no idea how books get their labels, but I don’t bother with them. I rely on romance blogs to give me the real scoop.
Way to go, Jessica. That’s pretty much what you’ve got to do with some subgenres.
But, if it was faster and easier to find SFR, more books would sell, I think.
I understand Science Fiction Romance is especially difficult to categorize, because some SFR novels lean more towards SF while other lean more towards R. What it needs is a standard industry identity. If SFR books are labeled as such on the spines (Dorchester does this, I think, but uses the term ‘Futuristic’), the cover art, and the titles reflect what it is, readers would have a much easier time finding it on the shelf. Then, the Galaxy Express, my book review blog, and other blogs like ours need only help readers find which SFR they’ll love the most.
Ohhh….
I don’t like it when publishers sneak
paranormals in with the historicals.
Yes, I know that vampires have been around for hundreds of years
but those two genres have completely different feels to them.
BTW… not a Sci Fi book lover
but I do read Linnea Sinclair.
Why?
Because she has SUCH
a unique and wonderful voice
(and seems like
a unique and wonderful person)
To summarize things I see which would help SFR and other subgenres which suffer this marketing backfire-
Author Branding – make all of one author’s novels’ covers similar
Author’s Name Huge on Cover. SFR readers in particular seem to follow their favorite authors closely, perhaps because there are less SFR authors than, say, Paranormal Romance.
A standard label on the spine, like Dorchester does.
A standard label. Dorchester uses ‘Futuristic.’ I prefer Science Fiction Romance. But, somebody really needs to decide and the whole industry needs to stick to it.
Cover art which clues the reader into the book’s subgenre. Pop over to Susan’s website to see the cover art for WARLORD’S DAUGHTER. While gorgeous (I do have a fascination with the male backside) it does not suggest Science Fiction at all.
Titles which suggest SF. GRIMSPACE good, NETHERWOOD not so much. Luckily, the cover art for NETHERWOOD is very SF.
Stock SFR in Science Fiction AND Romance. If the cover suggests romance, those who prefer regular SF can easily avoid SFR.
That’s all I can think of right now and I have a busy day ahead of me. If Heather pops in from the Galaxy Express, I’m sure she can make more SFR suggestions.
We should bear in mind, though, that SFR isn’t the only subgenre which suffers from this backfire.
Kimber Chin, Historicals and Science Fiction have a lot in common. One is set in a world which used to be and the other is set in a world yet to come. Anyone who can understand and get lost in a Historical setting can do the same in a Science Fiction setting. All you have to do is trade a flintlock in for a blaster. If you get why an English aristocrat wasn’t supposed to marry the scullery maid, you’ll get why a Trill isn’t supposed to mate with the spouse of a previous host. When Historical lovers come calling, I send them to Anne McGaffrey, Marion Zimmer Bradley, and Lois McMaster Bujold.
But, I do agree about Linnea’s voice. It rings true across genre lines. She’s also had the benefit of author branding, so she’s easy for a new-to-her reader to follow.
Wicked great post, Kimber An! You bring up so many thought-provoking points. Especially the bit about that fierce letdown—yowza!
It must be challenging for publishers to strike a balance between strong marketing strategies, packing a story into an easily recognizable bundle/category, and satisfying readers. It’s a complicated issue for sure.
I realize that SFR is a niche market (albeit one with newly sprouted wings), but I’d love for publishers of authors like Susan Grant and Jess Granger, who have forthcoming releases, to take a stand now and develop a brand for science fiction romance/futuristic romance.
Why wait?
They’ve got lots of choices and an opportunity to start a trend instead of following one with a creative cover campaign. Take a page from what’s being accomplished with urban fantasy covers. Of course, coming up with the concept and getting the green light to execute it are two different things.
I’m sure budget plays a factor as well, even before the current economic slump. Maybe branding costs more (I’d sure love to know more about the resources required for branding). Certainly there’s a cost differential between using stock covers and drafting original images. Kimber An, much as we and others advocate for this, the reality is it just ain’t gonna happen for every book.
But I also wonder about who’s doing the job at any given time. Remember the “Where’s the beef?” commercial? That looked like it was pretty cheap to shoot but the concept & execution had spectacular results. Inexpensive doesn’t always have to mean unimaginative (assuming imaginative covers is the end-goal).
Time will tell, of course.
I think another helpful factor for SFR/futuristic romances would be if they were given their own umbrella, not just for shelving but also submissions. It’s hard to differentiate/brand a genre if it’s constantly grouped with something else. It’s a chicken and egg scenario here, I suppose, because in order to do that there has to be enough books going around. In order for there to be more books, someone has to take a chance on new projects.
But for this categorization, I’d like to see futuristics grouped with the new breed of science fiction romance (with the cutoff being SF with romantic elements). Oh yeah, that’d be nice! And like you stated, Kimber An, a standard for this category would be great, whatever its appellation.
I agree with Kimber Chin that historical-paranormal blends should be grouped with paranormal. One is fantastical horror, the other is definitely not.
Catja and Jessica, you both make a good point about the SF side and SF stories swinging more toward the romance side. I’m planning a future post related to that topic so y’all must be psychic, lol!
[...]Over at Romancing The Blog today, #1 Cheerleader Kimber An discusses the challenges of marketing science fiction romance in The Biggest Marketing Backfire I See[...]
I’m the first to agree that over an 8 year career I have received no author branding whatsoever. Each of my books has a different look, even within my trilogies. Combine that with atrocious luck with covers and it’s a miracle I’m still published.
No blaming here–just the facts, ma’am.
A little history: When my first several sfr’s were published back in the early 2000s, futuristics had a really bad name, thus there was an active attempt to hide the fact these were space stories. I remember quite clearly an interview in Publishers Weekly about 2003 in which my former editor mentioned this–how they were trying to coax more leery readers into reading my books. Then paranormal grew and grew and along with it the acceptance of “futuristics” aka SF romance. This is all very new, though! Now i want spacy stuff on my covers, but then, no way! It would have been the kiss of death.
Can’t compare Linnea’s (brilliant) marketing and mine as she is with a SF publisher and I am not. Apples and oranges, Sf marketing and romance marketing. Of course her covers will have more “spacey” stuff, whereas in the marketing at my publisher, they are trying to get the books to appeal to the widest romance audience. They may feel that if they use “spacey” stuff, it will turn off more readers than they will attract. The original artwork for Warlord’s Daughter has a gorgeous SF space-scape in the background. This cool “lunar-like” picture IS visible on the back but has mostly been removed from the front (from what I can tell–I’ve only seen a pdf). He also was carrying an amazing futuristic space rifle but it, too, was cut out. The cover was probably made to appeal to the paranormal reader–which is great in my opinion, because there are more of them. There are so few SFR readers comparatively speaking. The pressure is more on them to seek out the authors they know–they HAVE to be more proactive in their hunt or they won’t find the books they want. I think the WD cover will stop them and just about everyone else on their tracks because it is so stunning, the best situation all around. But yes, a cover like Moonstruck
looks so RS that even paranormal readers may have overlooked it.
Great discussion!
PS–didn’t know how to post the full version of Warlord’s Daughter so you could see what I was talking about.
I’m all for truth in advertising. I read a story published by TOR that said ROMANCE on the spine, and found out it really wasn’t. It ticked me off royally and turned me off TOR but good.
Tremendous post! There’s a market for everything, but you’ll miss yours if you try to spin it into something else.
Heather, thanks and thanks for lots of great ideas and thanks for linking!
Susan, WD does have great whiplash appeal. Here’s hoping for the best!
Robyn, if you mean Tor, the publisher, I hope you’ll give it another chance. I’ve noticed they’ve really gone the extra mile lately to connect with readers. I know it can be frustrating, oh, boy, do I know it!
Thanks, Ciar. It’s just not everyone agrees. Oh, well.
Susan, thanks for sharing that eye-opening information. I agree very much that it’s good marketing to tap into what’s been working for the paranormal market. SF and paranormal/horror do have a lot in common (e.g., THE THING, ALIEN). Makes sense that science fiction romance & futuristics covers & titles should evolve from what so many readers have responded to already.
I can only hope that your publisher can find the right amount of appeal. I don’t think an SFR/futuristic romance cover has to have only starships and futuristic rifles to evoke the setting/story. Goodness knows those elements have been overdone at times. We’re all aware of the campy, pulpy SF elements that could turn off readers, so I can understand the need to avoid getting too happy with it. But it just seems odd to me to obscure the contents. If a reader doesn’t want star destroyers and rifles on the cover, why would he/she want them in the story??!
I do admit dismay that a publisher would want to appeal to the “widest romance audience” because to me that implies that romances are interchangeable. I know you’re not saying this at all, Susan—it’s just the impression I gained from that kind of marketing approach. Because if they’re interchangeable, why not, as a reader, just stick with one genre? When I read a historical romance, I want a story that can only take place in that time period. Same with romantic suspense or a fantasy romance. I can’t believe I’m the only one.
However, if this issue refers to a publisher *marketing* to the widest romance audience, that’s a different story. Then it is more about increasing sales through impulse buys and whatnot. I’m actually torn, because I can see the need to keep sales going, but marketing ploys sometimes bother me—in general, too, not just with books.
Niche markets, as Ciar pointed out with such panache, do not lend themselves to mass marketing. But if some readers prefer a light touch of SF with their romance, power to them! Sometimes I enjoy those stories, too. And niche is niche for a reason sometimes. However, I find it hard to believe that every author blending SF and romance is writing to the same recipe. In fact, I know it’s not the case based on my own reading. So I guess what I’m saying is try and give us niche on a mass market basis, lol!
But I also realized that there will be times when the story trumps all, and certain stories may inspire certain trailblazing covers, and there’s no planning for that kind of lightening in a bottle.
“I do admit dismay that a publisher would want to appeal to the “widest romance audience” …
“However, if this issue refers to a publisher *marketing* to the widest romance audience, that’s a different story.”
Heather, I *thought* these referenced the same thing, but if not, then, yes, I was saying what you are saying= marketing to the widest audience. I don’t think that is necessarily bad. All the genres, including SF do it. Why not capture the largest audience you can, and alienate the fewest readers? I’m not taking sides with or against publishers. I only know what I hear when I am told why I can’t have something on the cover (like a spaceship).
I think I get what Heather’s saying.
Trying to appeal to the widest possible audience results in something so general it comes off as an ‘Endless Parade of Sameness.’ If a reader likes the same kinds of stories over and over, that’s fine. People who read any flavor of Science Fiction, even Science Fiction Romance are after the *fantastic unknown.* Therefore, casting SFR as Paranormal drives away the potential reader, the one who loves the *fantastic unknown.* Once you start me down that road, I really get cranky about SFR being crammed into the Paranormal mold. So, I won’t go there. Suffice it to say, I believe SFR needs and deserves an identity of its own.
Creating something original and then presenting it to the world in the widest possible way is brilliant. I think that’s what everyone’s after, but opinions vary on how to do that.
For the record, I think Susan is probably the most original of any SFR author I’ve read. She’s the only one I know, for example, who’s heroines are mommies more often than not, or are trying to be by the end of the book.
Susan, the thought behind my post was that I think stories vary in the extent to which they appeal to wide audiences, but covers can be crafted to appeal to the widest possible audience regardless of content. I hope that makes sense.
I guess part of the issue is defining what constitutes “widest”. If by widest we mean both current and fans who are predisposed to like something like SFR, then super.
But if publishers are just trying to sell books just based on covers/titles, then as others have pointed out, it does readers a disservice.
On the other hand, if sales are showing that new-to-SFR/futuristic romance readers buy books despite obscured content, and seek out more, then I can’t argue because that *is* one way to introduce different sub-genres.
I guess I’m just surprised that a cover can influence someone’s reading preferences so much that he/she’d be willing to try out SFR of all things. I mean, I love the stuff but I know how otherwordly strange it can get (which of course is part of the appeal)! It just feels like a disconnect to me but then again, I’m not in the business of selling books.
Who knows…with enough luck we might be having a different conversation in 2-5 years when loads of SFR books hit the shelves and every single one has a futuristic landscape on the cover!
Kimber An, thanks for clarifying my comments. I, too see a lot of originality in the SFR stories being released now.
for the record, I think Susan is probably the most original of any SFR author I’ve read. She’s the only one I know, for example, who’s heroines are mommies more often than not, or are trying to be by the end of the book.
Thank you so much, Kimber. I, too, enjoy reading such stories. IMO, it can really raise the stakes in the plot.
On the other hand, if sales are showing that new-to-SFR/futuristic romance readers buy books despite obscured content, and seek out more, then I can’t argue because that *is* one way to introduce different sub-genres.
Heather, i think you are basing your argument in part on that readers do not read the back cover copy. I think many do. Then the content would not be so obscure. sure, that may lose me the impulse buyers, but I think many more of us readers are informed and know what we’re hunting for.
As for getting the covers I want, after Moonstruck I just gave up. I am just concentrating on writing my books now and trying to not let this bring me down and hurt my creative process more than it has already. I have no control whatsoever over marketing and marketing decisions.
As for paranormal and SFR, I can see why publishers would want to lure the vast paranormal romance audience. We SFRers are considered a subgenre of this larger one. It has been like this for years. After all, Linnea Sinclair and I both won RITAs…for paranormal romance.
Someday it would be awesome if paranormal books were being marketing to SFR readers, but that is years off!
In closing, I think it’s idealistic to expect our reader and author desires to influence the publisher’s cover treatment/packaging with which they will market a book. I have no say, and most authors don’t. Some pretty high up folks in the book-selling world got involved in the process for me, and still hit a brick wall. Like i said, I have decided my books defy marketing and I’ve buried my involvement in the process as it clearly cannot influence it. My energy is better spent writing a good book.
“As for getting the covers I want, after Moonstruck I just gave up. I am just concentrating on writing my books now and trying to not let this bring me down and hurt my creative process more than it has already.”
Susan, it seems to me there’s a strong benefit to longevity. Regardless of marketing techniques, you have enough readers out there now to recruit new ones and to set the record straight when there’s confusion. It seems like it’s been a marathon rather than a sprint for you.
As an illustrator and writer, I am accutely conscious of the desparity of what marketing departments place on the covers of our books. Some are wonderful and others abysmal. I can only hope that publishers will begin to listen, not only to writers, but also to reader. I have never thought that Science Fiction Romance belongs with Paranormal. I hope that they will see that too. *Sigh*
When readers have to band together to hunt down the books they love, it seems like it would be obvious a marketing method or two has backfired.
Boy am I late to the conversation! Thanks for the shout out.
I can honestly say there is nothing more nerve wracking for me than waiting on my first cover. It is killing me. The title of the book BEYOND THE RAIN isn’t really SFR sounding, and I doubt the cover art will be overly spacey. I’m a little concerned that people will think it is a book about a shape-shifting were-tiger considering the alien hero is going to be on the cover and he has a couple of stripes. (They’re super-sexy trust me.)
The fact of the matter is, I’ve got no control over that. The only thing I do have any control over is writing the very best, most evocative, emotional, fast-paced heart wrenching (but with a HEA) story that I possibly can, then try to get my name out there.
Blogs like Heather’s super fun and fabulous Galaxy Express,
http://thegalaxyexpress.blogspot.com and
The Spacefreighter’s lounge http://spacefreighters.blogspot.com
Make that a lot easier for us authors. Thank you.
Jess
Ooh. *adding Susan Grant to my ‘buy’ list*
[...]Recently, there was a discussion at Kimber An’s latest Romancing The Blog post. A commenter posted that she thought she was buying straight SF but ended up with “Romance instead.” She also noted that, “The people who’d like to read them will pass them by…”[...]
Jess, thanks very much for your kind words about my blog!