I heard that suggestion recently and have been pondering it since.

Let’s glance at the Current Year literary landscape:

The population in the USA is about 340 million. Despite the growth of our population, the fewer literate people we wind up with. (IOW, recreational reading is a pastime only for a shrinking demographic.) Not trying to imply one is a cause of the other–just pointing out that our customer base is not related to the total number of living bodies within our borders.

• The community of readers is not tight-knit.
• In fact, most have never met, and never will.
• Since they don’t know each other, discussions don’t take place.
• “Word of mouth,” regarding books, is effectively extinct.
• The substitute for literate conversation readers are stuck with are:
  • Online spaces like Goodreads, where you can make recommendations to strangers.
  • The product-featuring algorithms of online bookstores.
  • Online book reviews.

Can you see how the deck is stacked against indie authors, just from that?

Word-of-mouth would be our secret weapon to level the playing field with our tradpub counterparts…if word-of-mouth had not effectively withered and died since the advent of the World Wide Web. For 95% of literate America, there is no “word-of-mouth.” You can bump into other literate folks on social media or whatever, but when you do, it’s likely they’ve got something else on their mind besides discussing literature.

In my current job, I am fortunate to have some colleagues who have read books, voluntarily, in their life post-college. Occasionally we discuss one, if it comes up somehow in conversation. Our tastes don’t overlap all that much, but this is nice. And rare.

So how do readers find a book that looks interesting?

I’ll tell you how I do it, now that my days of browsing the shelves of brick-and-mortar bookstores  is ancient history: I pay attention to recommendations on social media (which I constantly curate,  keeping SJWs and most NPCs off my feed), and, when it’s time for the Big Based Book Sale, I go shopping there. Recently discovered is the Alchemy for Art Indie Library–also a good place to look.

When I’m intrigued by a book, I’ll click the link, read the blurb on the product page, and click “Read Sample” to get a feel for the prose. Lastly, I’ll peruse some of the reviews–positive and negative.

In the Current Year, that’s usually the extent of the vetting I’m capable of (and boy, is it necessary to vet in the Current Year!).

You may be thinking it’s risky allowing strangers to influence my final decision to take a chance on a book–and you’re right. But a well-written review is usually the closest I can get to word-of-mouth.

And there are dangers beyond the mercurial opinions of strangers who write reviews. I don’t necessarily share their tastes and pet peeves, for instance. Worse are the legions of reviewers who are deliberately disingenuous.

There are at least two demographics behind  drive-by one-star reviews. The first are Thought Cops for the Woketard Hive Mind, out to silence, cancel, or at least destroy sales of any book/author they disapprove of. Time was, their thought-policing often backfired. (If one of them reviewed a book I was already interested in, for instance, and complained that there was no sympathetic homosexual character or macho warrior womyn, that book was as good as sold.)

But now with ‘Zon’s “rating” option, the Hive Mind can sabotage a book’s overall rank without ever revealing the reason they don’t want you to buy it. (‘Zon abets the woke mob in many ways. One is, they sift through the books in their store every so often, and nuke reviews of books by the dissident right, without ever explaining why they did so. With my books, it’s always a five-star review they vaporize. I’ve quit tracking this because it’s too depressing.)

No less reprehensible than this leftist chicanery is similar behavior by who I suspect are fellow authors. I’ve met people like this, so my hypothesis is not entirely speculative: they assume they can build themselves up by tearing others down–unjustly in many cases. They, too, lack the courage to reveal their true motives. But that doesn’t hinder them from chopping down the rank of a book they feel competes too strongly with their own.

This brings to mind another hurdle facing indie authors I will hopefully address in another blog post.

I’m curious what others think:

• Do you pay attention to book rankings?
• Do you read customer reviews before making your decision to buy or not?
• How much weight do you place on reviews?
• Is there some other “word-of-mouth” substitute you trust better?
• How is your opinion of an unread (by you) book affected when there’s only a handful of reviews (even if the reviews are all good…even if the book was a bestseller)?
• How about when a book has a lot of ratings/reviews but most are negative?
• Do you ever ponder the difference between ratings and reviews?
• What if all the reviews are four and five stars, but most of the rankings are three stars and lower?

As always, I am grateful to all the readers who take the time to post honest reviews.