It is the easiest of times, and the most difficult of times to be an influencer.

THE HURDLES
Let’s look at the challenges first. The entry barrier is very low for anyone wanting to be an influencer – anyone willing to be one can be one. Also means there are too many out there – it’s almost an overkill. And with AI rearing its head, it’s taking the hard work also out of the equation. If you can prompt, AI will give you a post. Then there is the AI slop – getting better daily at being terrible, but doing enough to be credible.

And here’s the kicker (if it isn’t happening already): influencers don’t even need to be sentient. AI can create avatars who pass off as real people – one nerd sitting in a basement can be a hundred influencers covering any subject they desire.

KNOCK, KNOCK…
But herein lies the opportunity – hear it from yours truly who has been writing from before blogs and social media were invented.

There is a clutter out there, and people seek sense. You can be the one they turn to – if you can create authentic content based on research and lived experiences. Because that is how you will stand out, make a mark for yourself. Provided you also fulfil the following conditions:

1. Approach your content with the mindset of a storyteller. Be vivid, touch hearts through emotion. Transport people.
2. Be a master of your craft. Text, photos, videos, graphics – whatever you use, do it well. Get a coach if need be. I went for a masters in journalism to the UK and learnt photography too at the age of 31 before I became a creator. I stay in the student mode, always trying to learn more.
3. Be transparent. You cannot give a positive review only because your subject has paid you. People will smell the rat, and jump ship. Gaining a follower might be easy, getting them to stick and be loyal is subject to your credibility.

WE NEED YOU
As digital fatigue and scepticism sets in, YOU could be the one world could look towards. Inform them, entertain them – so you truly influence the society we could be.

P.S. The above are some of the thoughts I shared at a social for influencers (mostly covering books) at Kunzum, our independent bookstore.

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I had been looking out for this movie, and it is finally on Netflix. I had watched Finding Forrester many years ago, and I am glad I tuned in again.

Writers tend to slack off from time to time, and I got a timely tailwind to bring me back on track. There was the earnestness of the young Jamal Wallace (Rob Brown), and the towering presence of the reclusive writer William Forrester played by no less than Sean Connery. It is not a masterclass in writing, but it surely identifies the attitude you need to be an author.

And then there is the gem of an advice by Forrester to Jamal: “No thinking – that comes later. You write your first draft with your heart. You rewrite with your head. The first key to writing is… to write, not to think!” Watch the movie for just this if nothing else.

If you want to be writer, one who is keen to continually improving their art, there is inspiration and guidance galore. In movies, television shows, across the world wide web, and other books! Highly useful, but only if you do what Forrester says: Write!

P.S. I would rate the movie very high for those seeking just entertaining cinema.

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Let me tell you a story.

Around the time I entered my 30s, I took stock of our family finances. While there wasn’t enough to live off the investments for life, there was a cushion providing a sense of security. It was also the time I had to make professional choices, my sports management business gone bust because of foul play by IMG, then the world’s largest company in the sector.

There were ample opportunities to find my way back into the corporate sector, maybe even picking a specialisation in business studies before I did so. But I opted for a masters in journalism in the UK. To do my bit towards social change and nation building as a journalist, and also to embark on a path of creativity.

The rest as they say is something I would not exchange for anything. I worked as a junior reporter (even though my card read Senior Correspondent) in the Express group, the experience adding significantly to the education in the classroom. I dabbled with publishing a youth newspaper (in print), and was amongst the earliest professional bloggers and social influencers (back then the term did not exist in the context we now refer to it as) in the world.

And then I took to full time travel writing and photography, and also got down to penning my books. And set up brand Kunzum along the way (pun intended!).

Why am I sharing this here? So those in a position to make choices read this. And opt to enrich their lives and those of others through creativity and culture, and by dedicating themselves to addressing problems facing our world. There are so many things you can do other than make more money you will not spend in your lifetime, and seeking power and fame that does little more than feed the ego and give us a heightened sense of self-importance.

You have spent years in a cubbyhole, accumulating enough for your needs, security and pleasure. Now step out – because you can – and find a different high in life.

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Oprah only has to mention that she slept with a certain book under her pillow, and hundreds of thousands of copies of that title are likely sell within hours or days. And then there are scores – or more – of Booktokers, podcasters, other influencers and media whose recommendations cause spikes in sales of select titles across the world.

Pity there is no such authority in India, who can move the needle for books they give a thumbs up to. It could be review pages in traditional media, online newspapers or social media influencers – no one commands a following who will make a beeline to bookstores as soon as the next book is mentioned.

So here’s an idea for those with an entrepreneurial spirit: incubate a media property to recommend books. Or ramp up if you already have one. Could be any media – traditional or new. The content you create is the critical component of the business plan. It has to be well-researched, opinions backed by strong analysis and knowledge, and articulated in a manner to resonate with your audience.

You cannot appeal to everyone, so will need to target a segment of society. And have a deep understanding of this audience so you can cater to what they are likely seeking.

And then give wings to your content: build a following, but one that is relevant and stays engaged. That’s when magic will happen – you talk of a book, and faith will drive people to pick up books you talk about.

We need not one but multiple platforms like these. To draw attention to talent and great works who may not be getting their due. Endorsements from a credible voice will lead to discovery. The joy they provide to readers will prompt them to seek out even more books to read, talk about them, bringing others into the reading fold.

Not easy, but do-able because there is a gap in the market. And millions of readers are waiting for someone they can trust while deciding their next read.

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During a media interview recently, I was asked how I got into reading – and if I had advice for those who want to.

About me: I just took reading for granted. Ever since I understood how words form sentences that make paragraphs, how these fill pages, and a bunch of these pages make books narrating stories.

Everyone around me read books. From those who topped the class, to those who finished at the bottom. We competed to complete series by authors and characters. We tried to wrangle more than the one book we were allowed every week from the school library. We exchanged books – despite being wary of never getting back the ones we lent. So we would not return the ones we had borrowed.

How do others get into reading? There is advice galore out there but these will be effective only if one wills themselves to get into reading. Yes, you have to build that inner resolve. It is like getting into a regime of physical exercise. Till you are not committed to the cause, you will never get moving, and stay moving.

The same for reading. Once you have promised yourself to read books, then just start off. With easy reads to warm up – shorter books, not too complex, entertaining – and gradually build your concentration and stamina. Yes, it is not very different from improving your body fitness. And don’t make excuses along the way – because if you give long breaks, it will be just as hard to resume from where you left off.

Reading was integral to the lives of those above a certain age. No reason why it cannot be for others too, no matter where they are in the cycle of life.

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Do you give your books away for free to people? Bad move.

As an author, I have done so in the past. More so since I had hundreds or thousands of copies – the initial lot were self-published. Only later did I realize the futility of it.

Even when recipients showed hesitancy in accepting them, I pressed on. I doubt if most were read. If they were, barely anyone gave me feedback.

If you are a published author, here are some things to keep in mind before giving your books away for free:

1. It may not result in increased readership as you hope for. It is delusional to think your books have readers with this approach.

2. If someone has not read the book, how will word-of-mouth recommendations happen?

3. Don’t feel vain about (free) books in people’s hands; these are not sales.

4. Books cost money, whether self-published or purchased from your publishers. Why give these to those who do not intend to add value to your marketing efforts?

5. You should definitely not thrust your books upon others. If someone says they can’t accept it, or will not be able to read, respect their honesty rather than be offended.

6. If you built cars or televisions, will you give those away for free? Why a book then? Put a value to your work.

7. Save copies to share with media, influencers and those who are likely to read and spread the word.

8. Of course, if someone gives you less-than-flattering feedback to your work, don’t get offended. Use it to reflect and improve.

9. Even if you are not writing to make money, free copies are a no-no.

Where does one buy your book? I can share links to mine if you are interested.

When you meet an author…

1. Do not ask for or expect free books.
2. If the author offers their books for free, do not accept.
3. If you intend to read the book, then offer to buy it.
4. If you do not intend to read the book, still offer to buy it as a courtesy.
5. If you attend an event for an author and their book/s, it is only expected you buy a book. Each member of your group should buy one, even if from the same household. If you end up with extras, gift them further. You could buy different titles if the author has written more than one book.
6. Most certainly do not accept the book for free if you do not intend to read it.
7. If you do end up with the book for free, do ensure you read it, and give feedback. It does not have to be positive, it should just be honest and constructive.
8. Do not suggest the author writes as a hobby. Don’t ask what they actually do professionally.
9. You need not know where the author earns their money. You just focus on respecting points above.

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“You are so lucky to travel like the way you do.”

“I have always wanted to open a bookstore with a café like yours.”

“I have been planning to write a book/s for a long time.”

I hear statements like the above all the time – from strangers, acquaintances and friends who know about my life (so far). Reading this, a tiny flicker in your mind might prompt a similar sentiment. They did in my case, many times over. And this is where the difference makes itself known.

There have been many before me who travelled, wrote, and set up community spaces like Kunzum. Their stories trigger currents in my mind. What did I do? I made a choice – to pursue each of these.

Not a week passes when I don’t meet someone desirous of going down an unconventional path. They express it in words, but rattle off a litany of excuses before I have even finished speaking words of encouragement. I can’t quit my job, I don’t have the capital, I will do it after a few years, I don’t have the time, I don’t have the requisite skills, I need a partner to do it with, I am too old for it now, I am too young to be doing this, I will have to convince my parents / partner, I will as soon as children are off to college, I am a man with responsibilities, I am a woman with responsibilities, and so on. In any such conversation, I can predict reactions with uncanny accuracy. I could be a soothsayer (and then some would say they too have been considering being one themselves)!

Experience has enabled me to master the art of navigating such ‘cocktails talk’. I carry a bunch of cue cards, and I take one out appropriate for the situation. Here’s how I deal them:

One: I keep smiling as the other person ruminates aloud. It ends there because there was never an intention for any follow-up.

Two: Of course you should pursue these desires, I say with genuine enthusiasm. If I can do it, anyone can. I was not born with any exceptional gifts or advantages. The other person suddenly realize they need a refill, and wander off in the direction of the bar.

Three: When #two gets into the excuses mode, I try to look sombre but can’t help grinning knowing the initial ambition is petering out. I am the one who seeks a refill, but am often prodded for tips on making the desire a reality. I share a few, authentically even if tentatively knowing I will cause eyes to droop and brain to go fuzzy. I speak slow knowing the other person will abruptly end the ‘seminar’, promising to resume it soon. [Words like soon, nice, beautiful, and great don’t actually convey anything. Right?]

Four: There are times when people sound earnest, and seek directions to the starting point. Here, take them. Write the first chapter of your book and send it to me. Intern in a bookstore to understand the working of one. Buy a notepad and hit the road. What happens? I don’t wait for them at the starting line, because they are unlikely to show up. If they do, my sincere good lucks are with them.

Five: I get serious, and tell them how I did it. It started with a shift in my thinking. Followed by a conscious effort. To go back to journalism school at thirty one, working as a junior reporter in newspapers, sitting down to write books, packing my car and heading out, making the leap to set up my stores. I was not, and never will be, perfect at any of them. I stay in a student mode, always keen and willing to learn. I don’t allow praise to cause a bloat at the top. I stay true and in love with what I do. I think hard, I work harder. The ride is not always smooth, but I don’t allow despondencies and disappointments to derail me. I don’t make excuses, and I don’t offer justifications. I float in a happy state of mind, and do not suffer frivolous talk. It is vital for me to maintain high enthusiasm levels. I refuse to be judged by the conditioning of others, nor measured by their metrics of success.

Yes, I am a dreamer. But a pragmatist too. I know things will not happen on their own, but they can if I think in a certain way, and apply myself with diligence.

What’s stopping you from pursuing your dreams? I don’t need the answer; you do.

Every author has their own approach to getting their books done – for me, this is what works:

1. Scope out book in longhand: I pen every thought and idea on paper. This includes research, actual matter for the book, and any notes to self. I write things down as they come to mind; I can re-order them later. And also add or cull. There will be bullet points, paragraphs, pages – does not matter. Keep writing. Keep electronics away.

2. Transcribe: Referring to my handwritten notes, I get down to typing the book on my computer. As I type, more thoughts cross my mind – I pen these down on paper too. As much as possible, my Word doc has only relevant stuff lest it gets cluttered. If I need to make any notes on a computer doc and list out reference links, I open a separate doc.

3. Print to Edit: Once I feel the first draft has been typed, I print out the book. Often, that’s more than a hundred pages. Then I re-read every word. Look at the book holistically, marking changes in structure and language. Using pen on paper again.

4. Make Changes on Computer: I go back to my doc and make changes marked on the printed version. What emerges is either the second draft or the manuscript. If the former, I repeat Step 3 above. Else I move to the next.

5. Have People Read the Manuscript: I identify people who can give me constructive feedback – like a focus group – and then see if any changes are required. If yes, I go back to Step 3 and/or Step 4.

6. Send to Publisher: Either directly or via my literary agent. And await their feedback.

7. Publish: Involves a back and forth – editing (developmental and copy), design and print specifications (size, paper, binding, cutting etc.). Once agreed upon and executed, the book goes into print.

And voila! I am a (once again) author!!!

I was in the fifth or sixth grade when I rounded up all the kids I knew in the neighbourhood and proposed we start a library. They would be required to contribute books to it; I would keep them at my place in a box and anyone could borrow from it.

It was an overnight success. I remember collecting two cartons full, and playing librarian every evening. Of course, like all ‘start-ups’ at that age, attention shifted and we wound it up in a few months. All books were returned to their owners.

Memory of this episode got triggered during a discussion around books organized by the French Institute in India at the Alliance Francaise. Imagine if you set up such a library in your home or office today. And many others do likewise. Spread the word, inviting people to borrow (and even donate to it).

While it would be a service to those who read, a bigger purpose will be served: communities will form around books. They will exchange books, and engage in conversations. Social networks, the real ones, will expand with diverse opinions coming in. Those who read will discover more, and more could get drawn in. Overall, readership will go up. Won’t it be magical?

You just need a carton of books for others to dig into!

You have to write a book to know the effort it takes. And appreciate it as a labour of love, a piece of art. The finished product has to have a price tag on it, but its worth is immeasurable. It is thus incomprehensible to see the publishing industry devalue its own products deliberately. Through discounting.

When we think books, we cannot avoid thinking Amazon. And when we think Amazon, we associate it with discounts – across all categories in the ‘everything store’ but steepest for books. Ok, but where is the problem? Isn’t it a good thing for customers? Of course it is, but there are reasons why the normal rules of commerce cannot apply to books.

DISCOUNTING BOOKS DISHEARTENS ITS CREATOR
Books define our culture, they are repositories of our stories, they are archives of our past, they shape our future. When you discount art, it disheartens its creator. It disincentivises the artist, and others aspiring to emulate them. Quality and significance suffers, leaving the reader the poorer for choices. Their pockets might be jingling with the money saved through discounts, but they may be hard pressed to find suitable books to spend on.

It may sound too far-fetched a theory, because there is no dearth of eminently readable books out there. But somewhere, the eco-system is breaking down. Creativity needs a setting to thrive, and that is why Florence emerged as a centre of art and Paris of fashion. Do you expect price cuts for a Monet or a Dior? Books are no less, so why do we allow the likes of Amazon to commoditise them? Just because it’s a free market out there?

BOOKS ARE A CULTURAL PRODUCT, CANNOT BE SUBJECT TO FREE MARKET DYNAMICS
The American brand of capitalism says yes, but some of Europe disagrees. Publishers are required to print fixed prices on books in France, and no seller is allowed to mark them down by more than five percent. A further legislation mandates all e-commerce players to charge a minimum delivery charge so they don’t have an unfair advantage over bookshops delivering books to their customers. It is a part of the country’s notion of ‘cultural exceptionalism’ to protect the interests of independent booksellers. The approach has worked wonders; thousands of bookstores are thriving, and more are coming up because it is now a viable business. Creating more readers, and more authors too!

Why does this segment require ‘protection’ when many others don’t get such favourable treatment? Because bookstores, especially independent ones, are where society converge. The conversations, the discovery, the osmosis of stories into your system only happen when walking through aisles, attending talks, sipping coffee. Bookstores may seem outliers in markets insistent of selling apparel, home décor, gifts, food, and more food but they are the spas for the soul, the mind and the heart. Down the shutters on them, and we will be left with a void that may not manifest itself in the moment but will over time.

Free markets may be here to stay, but that does not mean anti-competitive practices should too. Amazon’s loss leadership approach, where they are willing to take a hit selling books but more than making up for it through sales of other products, is a winning formula they cannot be expected to pare back on voluntarily. The only antidote is legislation like in some Western European countries; it is unlikely many others will follow suit. They would either not like to interfere in the way markets operate, or books are just not important enough compared to other governance issues. Does this mean status quo will be maintained, and the likes of Amazon will be allowed to throttle a culture? Shouldn’t publishers take up the cudgels, for they have the most significant stakes in the business?

PUBLISHERS CAN CURTAIL DISCOUNTING
I pose this to managements of publishing houses on a continual basis. Their response? It’s not in our hands to curb discounts on Amazon; how can we dictate terms? But you do have the power, I say. You own the product; you can choke supplies to channels selling at unacceptable terms. All I see is a pursing of lips, pretensions of giving a thought to what I am emphasising, a nod and a shrug, and a hollow promise of exploring possibilities.

HOW THE INDUSTRY OPERATES
Before I continue, let me give you a peek in the inner workings of the industry. After a book is produced, it is usually handed over to distributors who then supply to bookstores and other resellers. The distributors usually get stocks at what is a called a discount on the marked price. They keep a percentage of this for themselves, passing on the rest to the reseller. The latter then sells at whatever price they deem fit.

No matter at what price the customer gets the book, publishers get only what they billed the distributor. They get this fixed amount whether the customer gets the books at the marked price or below it. There is thus no incentive for them to fight discounting; their incomes don’t change. But they don’t realize, or admit to, is the devaluation of their product.

Amongst all creative industries, why is publishing the only one to lessen the perceived worth of their own products? In fact, in many territories, they go a step lower: they sell books at discounts going up to forty percent on their own websites. How can they be expected to then take on Amazon for the same ‘cultural crime’?

IS DISCOUNTING REALLY IN CUSTOMER INTEREST?
You may agree with what I am saying, but would still argue in favour the customer interest. I do not disagree, and it is not the customers’ crusade to lead. That is why publishers – and authors – need to intervene till legislators don’t. Customers who seek books will buy them irrespective of the price; if they get a discount, that’s a cherry on the top. But if they have to read something, they will. If there is no discount anywhere, all except those with strained budgets will still buy at full price.

What discounting does is take money out of the system. Authors complain – with ample justification – of not receiving adequate marketing support for their books. Publishers cite lack of budgets. However, as pointed above, if publishers are anyway getting a fixed sum, they will not get additional money even if books sell at marked prices. How will their marketing budgets change? It can, indirectly at least. Without discounting, resellers make the additional money. When they do, they will invest in events and marketing, in upgrading their displays, in investing in more stores. That in turn will lead to more sales, and higher royalties for authors. It will also mean higher incomes for publishers, to be spent on greater works of authorship and their marketing.

Reading (of books) is down in the age of social media and streaming television. It needs to go up, for the sake of individuals, for society, for authors, and even the business interests of publishers. We need to come together for a present day renaissance; devaluing the perceived worth of one’s products is starting on the wrong foot.