Is Vulnerability a Good Thing when it comes to Writing a Book?
Who would have thought that the most effective marketing tool when it comes to promoting a book is complete author vulnerability? It even works when authors are despised! Although a courageous move, is it good for the author, publisher and also the consumer to read and distribute vulnerable writings?
David Cameron, the ex-Prime Minister responsible for Brexit. To put it lightly, is loathed by the majority, yet somehow his book, ‘For the Record’, managed to secure second on the leaderboard for a bestseller? (The Bookseller, 2019) Throughout the entirety of the book, he puts his hands up and admits he has grave regrets for how he dealt with the referendum and sincerely apologises. His vulnerability is a way he can gain a fresh start and detach himself from his previous blunder. Cameron’s decision to be the first guest to join William Collins Podcast ‘Ideas Matter’ gives him the opportunity, regardless of what sceptics think, to be humanised. The weight of the demands in Office is off his shoulders, and he can admit the mistakes he made as Prime Minister, with no excuses. Readers may feel a sense of closure when reading his biography or especially when listening to the Podcast — reminding the British nation that alongside being an ex-Prime Minister, he is a husband, father and a human that makes mistakes.
Although vulnerability connotes a sense of courageousness, some authors stand no choice but to hide behind pseudonyms or even total anonymity, but that doesn’t make them any less courageous. Once authors begin to ‘worry about what others will think, that is the writing that will affect people the most.’ (Sambuchino, 2014). Authors living under oppressive regimes may feel as though they need to hide their identity to avoid scrutiny from government officials if they choose to publish critical work.
Vulnerability no longer considered a marketing tactic attached to one person but rather an attempt to circulate controversial knowledge. Liu Xiaobo is a Chinese writer, human activist and political prisoner who has been involved in dissident activities resulting in his work to be banned by the Chinese Communist Party. Although able to publish many of his work abroad, he decided on the pseudonym Lao Xiao in China (Nasser, 2013). Aware of what others would think of his work, he deemed it to be necessary to circulate his writings and put himself in a vulnerable position if he were to be recognised.
It is no secret that the Publishing Industry is a business, and therefore aim to be as lucrative as possible. But is there a line for too much vulnerability? The Publishing Industry has made a thriving market out of vulnerability as an emotion, worth $10 billion in the US alone! Books from Brené Brown (Daring Greatly) to Ferne Cotton (Happy) have saturated the self -help genre. But is this good for the consumer? Self- improvement literature offers a ‘ warped view of reality’ (Tank, 2019 )and compares various people but disregards everyone’s range. As a result, this can prove to be counterproductive. Everyone aims to be the best version of themselves, but this is not an attempt from the Publishing Industry to give a helping hand. ‘ Research shows that people who purchase self-improvement books have likely bought another during the previous 18 months’ (Tank, 2019) as when one method doesn’t work, consumers search for one that will. We, as consumers, must be careful not to be heavily reliant on self-help books to avoid exploitation.
Good thing or not, there is no doubt that vulnerability does sell. With the rising self-help market, consumers are obsessed, and as long as they believe in the benefits these types of books provide, who are we to stop them from buying them? Being vulnerable can open up doors to various outlets in which books can gain commercial value, such as, via Podcasts. But other than the business side, the vulnerability can shed new light onto authors who are loathed, and in the end, it shows far more strength than a weakness.
Nasser, N. (2013). The Benefits of Publishing Anonymously or Taking a Pen Name — Nillu Nasser. [online] Nillu Nasser. Available at: https://nillunasser.com/2013/10/15/publishing-anonymously-or-taking-a-pen-name/ [Accessed 24 Oct. 2019].
Sambuchino, C. (2014). The Power of Vulnerability | Writer’s Digest. [online] Writer’s Digest. Available at: https://www.writersdigest.com/guest-columns/the-power-of-vulnerability [Accessed 2 Oct. 2019].
Tank, A. (2019). Your obsession with self-help books could be hurting your productivity. [online] Fast Company. Available at: https://www.fastcompany.com/90380191/why-self-help-books-can-be-harmful [Accessed 25 Oct. 2019].
Wood, H. (2019). William Collins launches ‘Ideas Matter’ podcast featuring David Cameron as first guest | The Bookseller. [online] Thebookseller.com. Available at: https://www.thebookseller.com/news/william-collins-launches-ideas-matter-podcast-featuring-david-cameron-first-guest-1086326 [Accessed 25 Oct. 2019].
