Category: Readers

It has seemed to me lately that I'm getting far fewer reviews on Amazon than I used to, considering the number of units I sell. The thought has been nagging at me for some time, and I'm not alone — others seem to be observing the same thing and speculating about causes.

So — you know me. Time to actually crunch a few numbers and try to see if it's true and, if so, why I think it might be happening.

I started running Amazon AMS ads about 15 months ago, and my units sold have shot up gratifyingly. But not my reviews. My ratings are stable and the reviews I get are much the same as they've always been, but there are just fewer of them than I would expect.

First steps — collect the data

I've been meaning to copy my reviews off the retailer sites, especially Amazon, lest they vanish in one of the periodic Amazon purges. So far I've been lucky and haven't lost any, but that can change. It's useful to have them available, not just for ratings on the retail sites, but also as sources of blurb and other publicity text from real readers.

I checked my retailers and confirmed that, yep, I have almost no reviews except on Amazon, and almost all of those on Amazon USA, of course. That made it easy.

I set up a spreadsheet like the one I use for tracking unit sales to track reviews: month/year, source, rating, product, retailer, headline, review text, etc. Then it was off to the races with pivot tables.

Do I have enough data?

I don't make any big push for reviews, just a modest suggestion in the backmatter of the books. I don't have a ton of reviews, but they do keep coming in (slowly), so I'm going to assume there are enough for some valid conclusions. In any case, I don't have any special marketing that might confuse results.

Next — connect the review data to the units sold data

I put a worksheet up with one pivot table for the reviews-by-month, and another with the units-sold-by-month. Then I ran out the data for a comparison from the date my first book came out, in October, 2012.

A model to compare data

The question I wanted to answer was:

Has the percentage of reviews per units sold been declining lately?

I'm rereading a wonderful book: Understanding Comics, by Scott McCloud. If you've never read it, stop reading this post right now and remedy the situation.

I'll wait.

Don't let the fact that he's talking about illustrated work disturb you. His take on how to tell stories is directly related to the writing of fiction in all its forms.

In this post, I'll focus on what he has to say about how the reader is your partner in story-telling.

As McCloud says about the above pair of panels (p. 66)…

Every act committed to paper by the comics artist is aided and abetted by a silent accomplice. An equal partner in crime known as the reader.

I may have drawn an axe being raised in this example, but I'm not the one who let it drop or decided how hard the blow, or who screamed, or why.

That, dear reader, was your special crime, each of you committing it your own style.

All of you participated in the murder. All of you held the axe and chose your spot.

To kill a man between panels is to condemn him to a thousand deaths.

Let me repeat that — the reader does the work; the artist merely sets it up. If you were writing a bedroom scene, think how little you actually need to show for the reader to fill in the details in ways far more vividly than you can conjure. It's a very clear presentation of how less can be more.

When I was in college (in the 70s) I visited the London Zoo in Regent's Park during a summer vacation. They had a wonderful indoor nocturnal exhibit, all sorts of critters in dark terrariums who were awake during visitor hours because their normal schedule was reversed.

It was, not surprisingly, dark in there. It was hard to read the labels. As I recall, there were reptiles, and bugs, and all sorts of things, but they hid in their foliage very well and half the time you couldn't tell what was lurking in the greenery.

At the same time that I entered, a young father came in, carrying his toddler son up against his shoulder so he could see into the enclosures. The two of them followed directly behind me as we circulated along the edge of the exhibit.

I learned three things that day.

First, small children have a hard time trying to see something in a darkened terrarium. As far as the kid was concerned, he and his daddy were taking a walk in a funny dark place with lots of plants. Hints from his father didn't help him (might not know enough words yet, I thought).