This is a subject I haven’t worked out for myself yet, but I’ve been thinking about it.
There are definitely some authors that, when you say their name, you get an image of a particular kind of book.
Stephen King.
Nora Roberts.
J.K. Rowling.
To a much lesser degree (and I think this mainly refers to genre writers), you have midlist authors who get associated with a particular genre and writing style. If the author has done their job promoting themselves and their books and creating a brand, then the reader is probably going to make an association.
Just among the websites and blogs that I visit, I definitely know who writes what—who writes YA, romance, mystery, steampunk, fantasy, SF.
And there’s a reason for that. It’s usually what the writer likes to read and what they’re good at writing.
Right now I have 2 cozy mystery series and am working on developing a possible third. They’re all set in the South and are humorous.
Not only do I enjoy writing these kinds of books, but they’re easy for me to write. They come completely naturally to me.
But what if you’re trying something completely different?
If you’ve worked on your branding and you have a particular following that knows you write a particular way and then suddenly you switch to a different genre and style, then you could possibly end up with some readers who aren’t happy.
Readers who were expecting one thing and got something else. Especially if you built a brand around it.
While I wouldn’t let my branding stop me from trying something new, I’d approach the marketing carefully, I think.
Yes, you’d want to carry some readers over with you, especially if you’d built up a nice reader base.
But not at the risk of alienating some of those readers by not being truthful about the change of genre.
Pros of pseudonyms in this situation:
There won’t be a book buyer perception that limits your scope—they won’t think of you as someone who writes something completely different.
You won’t upset readers who might expect one thing and get another.
You can develop a name but still tie in your other (real) name with marketing. It would be easy enough to put something on your blog page, web page, and social media that says something like “Check Out John Smith’s New Fantasy Series—Written Under his Aaron Felder Pen Name.”
Cons of pseudonyms in this situation:
To some degree, you’re starting over with your reader base. For someone walking through the bookstore and taking a book off the shelf, they’re not going to know you. So you’ll be promoting and building up a whole new name. In a new genre.
Although you can promote your other name through your real name, you’ll still have to do many things twice—promote both names at once and in different genre communities. Maybe not twice as much work if you’ve got a lot of that basic social media structure in place and know how to quickly build it up, but a lot of extra work. So far, since I’ve stayed in the same genre, I haven’t run into any problems promoting both my names online…tied together. But Riley Adams is about to have a Facebook presence really soon.
What do you think? Do you see author branding as something that possibly has a creative downside for a writer?
And a programming note–tomorrow= Twitterific!
A really interesting post. I can see that there would be some upsides to sticking with writing your author brand genre as a writer; the idea of becoming a master of the type of book you write. Many of the authors admire seem to generally keep on getting better with every new book. They find new and interesting ways explore and develop the genre they write, and also retain the characters or writing qualities that their readers have come know and love.
However, I think it would be terrible for a writer to feel stifled that they have to conform to the brand expectations of the market or their readers. Creative restrictions would hardly inspire great writing.
And it would have been a great pity if Shakespeare had decided to stick to writing only comedy or history or tragedies.
From a reader’s view point, I think when an author changes genres it’s good to have a different pseudonym but promote with both. That way if a reader likes an author, they will check out the new book knowing it won’t be their usual style.
One author comes to mind, Nora Roberts. Roberts is known for romance and what I call soft suspense. But when she writes as J.D. Robb, the suspense and murder is more graphic. I enjoy both of her writing styles and know what I’m getting depending on what name she writing under – no surprises.
Mason
Thoughts in Progress
Elizabeth – You’ve laid out so well the pros and cons of using pseudonyms. It’s always a risk to try something new if one’s got a reputation as a certain kind of author. As you say, readers expect a certain kind of novel, and can get cranky if they don’t get what they expect. So far, I haven’t faced this one yet in fiction, although I made the move from non-fiction (scholarly) stuff to fiction. That actually went better than I was afraid it would, but I’m not sure how it would go if I moved from the kind of mysteries I write to, say, noir. To be honest, right now I’m concentrating on doing better what I already do within my ownsubgenre. Maybe down the road…
Really interesting questions and thoughts. I have a few authors I enjoy who write using a few pseudonyms. With one in particuluar I read her stuff in both genres she writes. With a few others, I only read one genre.
I’m not sure what the best approach.
I’m struggling with this right now. I’ve written something in a genre completely different than my mysteries. I most definitely don’t want to turn-off any of my readers, yet I would like to pursue this new avenue. I wish I had the answer!
I considered using a pseudonym for the adventure ebooks I published, but in the end I decided that the _flavor_ of the works is my brand, so I’d stick with my own name.
Some of my favorite authors had a variety of styles. Stuart Kaminsky did four series and a few stand-alones. Though they varied from high comedy to tragedy, they all had his trademarked blend of philosophical pathos and humor.
I think using series is a great way to create brands within a brand. (At least I hope it is, becuase that’s what I plan to do.)
Oh, and I read a blog somewhere had a theory about stepping away from expectations. You take one step at a time. So if you wanted to try something different, you could do darker mysteries set in the South, or light mysteries similar to what you do now, set elsewhere. But you might have a harder time doing a dark non-mystery set in NYC or Guam.
Of course, there is the theory that as long as you are breaking with expectations, you might as well go whole hog. (And it helps to ameliorate the existing audience if you are sure to not let up on the existing series.)
If the author is already established, why use a pseudonym? Seems the publisher would rather ‘bank’ on the known.
I believe that when an author moves from say cozy to thriller or true crime they are afraid of offending their readers. If that is the case they should be prepared for some flack but it shouldn’t stop them from writing what’s in them.
With the way readers follow their favorites on the net, they will be up to par if you let them know. Take them along for the ride as you write. Much the way it’s done when a new series is tried.
I’m hopeful to use my name for not only my YA time travel, but also my romantic suspense. Though the common thread is the books are inspirational reads. I’m keeping my fingers crossed.
It can be a double-edged sword. You want the recognition. Because we’re easy sheep. We see a name we know, have previously liked her stuff, so buy it. On the other hand, it’s like actors who only get one kind of role. They want to branch out maybe play the villian rather than the leading man, but everyone wants to see him as the leading man. You can get trapped. Maybe it’s best to show your range early on.
Most writers tend to stick to one genre. I might branch out eventually to fantasy, but that tend to be lumped in with sci-fi anyway, so it should’ve be too shocking to my fans. Would love to do a graphic novel. That might actually be the biggest stretch!
I think that I would tend to stick to my own name. You spend a lot of time getting it out there and if you continue to be reliable in whatever genre or type of book you’re writing then that brand will serve you well. We all know who is really who – I love Reginald Hill for instance but mostly just his Dalziel series and a few of his ones set in WW2. He could have different names for all of them but I’d either know them and try them and like them or not or not know and not try them. I’m writing a mystery series and literary fiction and I plan to be just me – Jan Morrison – soon to be famous in a bookstore near you. Think of Kate Atkinson whose first well-known novel was literary fiction – Behind the Scenes at the Museum. She has gone on to write a fantastic series of mysteries – the Jackson Brodie series – last one was When Will There Be Good News? Wonderful wonderful writer and such a strange progression! Behind The Scenes was a Whitbread winner so no slouch in the literary world. Same name for all!
Oh man, I thought I was a genre writer but lately I’ve been stepping out of the mystery genre so much that I’m not sure what genre I’m writing anymore. I like the pros and cons you’ve mentioned.
Love your twitterific posts. Cant wait.
CD
I do see it has a potential barrier. If an author stays within a particular genre then there’s no problem. But if they try to cross over then there’s a potential stereotype. Kinda like an actor who is type set in a particular role. Gilligan, Al Bundy, and the late Gary Coleman are examples.
Stephen Tremp
There are a few authors who ahve done this. Written something a bit different under a pseudonym. I think it is better than risking giving your reader something very unexpected. At least if you make the distinction in the name you use, even if they know it is still you, they are aware that it is something different and they won’t get disappointed. Then again, there are some writers who just write a wide range of stories just from the word go and you never know quite what you are going to get.
Thanks for the interesting post.
My favorite John Grisham novel is called A Painted House. It’s not a legal thriller at all (though I like his legal thrillers). But I guess before you mix up genres under your own name, you have to REALLY have a name, or you risk alienating people who have expectations. A Painted House, because of who Grisham was, could just say on the front, “you know him for his legal thrillers, but this coming of age…” (or some such thing)–a warning that it wasn’t the same–.
It’s hard to know, I guess. The genres I am interested in CONNECT–they are all somewhat dark. As of yet… no successes under my belt, I am not going to limit myself, but I can see how after publishing a few, a writer might feel pigeon-holed. My only ‘not dark’ book very slowly in the works is a family memoire that I can’t publish until I am in the oldest generation on my dad’s side–hopefully by then I will have enough of my own name, that an off genre will be permissible.
You know what’s funny? I think almost EVERY author famous for a genre who writes OFF genre–that OFF one is my favorite. I think it takes long enough for them to convince the publishers to let them do something different that it has to be as perfect as that first one they ever sell (where established names don’t normally get quite enough editing scrutiny in my opinion)
Debbie–You’ve made some good points here. And you’re right–I’ve seen writers find the challenge in their usual genre by taking their writing to the next level. Maybe the goal would be to hone their skill, and maybe to make their novels more complex. That would still make it all very satisfying.
The problem would definitely come, as you mentioned, when an author wants to write something completely different. It’s just a risk. Maybe then they should consider *continuing* with the old genre while branching out with something new at the same time. Then they’re still pleasing their reader base, and satisfying their own creative urges, too.
Mason–I’d forgotten that Nora Roberts had another line of books under a different name. And you’re so right…still enjoyable, but the reader knows what they’re getting before they buy the book. They’re not thinking it’s a Nora Roberts book.
Maribeth–I had an interesting Facebook exchange with Roz Morris about this same point. Publishers don’t want to upset readers. So she was familiar with an author whose publisher made him write the new book under a pseudonym, but then they advertised it as “by John Smith, Also Known as Mark Sellers, the Well-Known Thriller Writer.” So they had the best of both worlds there.
Margot–Oh, definitely, me too. I’m sticking around with my cozies. I enjoy them too much. And the challenge, for me, is still there–to improve my writing.
Say, Margot, I’d like to see you write noir! I think you’d be great at it.
Jemi–I follow a couple of authors when they change genres. Occasionally, though, it’s almost like when you reach in the fridge and you pull something out to drink? You THINK you’ve poured yourself a glass of milk, but you’d actually poured orange juice. The OJ is *good*, but just not what you’d had set in your mind.
Alan–For you, I’d say go for it. You’re still developing your brand (like I am), so maybe a pen name and a lot of cross-promo would work out fine.
Kathi–I think you could definitely manage that. It sounds like they both have some common ground, which might help. Of course, our names are really in the hands of our publishers, ultimately. :) You could always see what they want you to do.
The Daring Novelist–And it’s in your own voice. So that would be a common thread.
Some authors seem to be able to pull off different genres using their one name and I don’t understand how!
Hmm. I like the idea of gradually changing into a different genre. Couldn’t do it now (career just getting started) but that’s a great idea. No, I couldn’t pull off a gory crime novel set in NYC. :) But maybe a slightly edgier book set in a small town in the mid west? That I could maybe swing.
Mary–That’s what I wonder, too. But then I’m doing what I really *want* to do right now. Unfortunately, this means I’ll continue building my brand and putting out books in the cozy genre and making a problem for myself later on.
Alex–I wish I could DRAW!! That would be fantastic. Hope you do a graphic novel…I’d love to see it.
Jan–I think you’re right and making a good point here–REAL fans of a particular author will probably be interested in a variety of things by that author, if they’re just prepared that the books are different. It might be that just the more casual readers would be really put off.
Clarissa–I’m staying put in mysteries for a while…I love them too much. But in 15 years or so? Who knows? And then I’ll probably need another pen name.
Stephen–It’s very much like typesetting. In some ways, it’s nice because you’re the go-to writer when someone wants to read a particular kind of book. But when you’re looking to write something different, that can be a challenge.
Hart–Your memoir sounds really interesting! I don’t blame you for waiting a while to put it out..no need to rock the boat!
Also, I think, that one, off-genre book that you find interesting probably was something the author was really *excited* about…something really new and challenging and maybe they took extra care with it? Good point…I hadn’t thought about that. I did wonder what Grisham was doing when he went down that path. I heard a few friends of mine complain, but it’s because they were expecting a legal thriller.
If you’re writing one genre and start a second series in another, and I like your writing, I’d probably give the other genre a try. If the genre is totally different, though, I might not hear about it because I wouldn’t be looking in that genre for new authors. I think it all depends on what kind of job you can do promoting two different series.
Helen
Straight From Hel
Cassandra–That’s true….there are definitely some writers who have dabbled in a lot of different genres. Wonder how they get away with it!?
I am really late with my comment, but comment I will, because this is such a thought-provoking post.
Now, if JKR writes something, I am going to expect Harry Potter, and appear surprised if it is different. But having said that, like for Hart, my favourite Grishem novel is “The Painted House”. I bought it at an airport (which does lead to impulse purchases), but I bought that and not something else, precisely because I was fed up of his stock legal thrillers, and liked the sound of the new book.
But had I been a person who liked his legal thrillers, and if I bought his book because of his name, I may never have read anything of his after that.
There are benefits to having more than one pen-name, but the disadvantage is that you need to start from scratch again :-(
Does RA write very differently from ESC?
Riley Adams just happens to have exactly the same voice as Elizabeth Craig. :) And they’re both cozies. But if Riley decided to suddenly write Sci Fi…I’d get a 3rd name. Because you’re right–I’d feel the same way if I were a fan of Grisham’s legal thrillers:If I suddenly noticed at the store he had a new title, I bought it with my hard-earned money…and it was something completely different.