Author interview – Christopher Wallace

Christopher Wallace is the Communications Director at Scottish Water, the national water authority, and former MD of a leading Scottish advertising agency. His background in advertising, for the government in particular, provided the inspiration for his fourth novel, KILLING THE MESSENGER.

It’s published by Freight Books on 19th September 2011.

You’ll find Christopher’s website here, on Facebook here, and on Twitter here.

How digitally aware are you generally?

You’re asking about my online banking? Is this a scam by the Prince of Nigeria and all you want to do is to hack my bank account?! [Damn, busted. Ed]

Yep, I Skype, use the interweb for lots of things, all legal, decent and honest of course. KILLING THE MESSENGER is being published simultaneously as an ebook across multiple platforms and sites and that was fundamental to the strategy.

Do you use Facebook and/or Twitter professionally and/or personally? If both, how do you distinguish between them?

Mostly professionally (as a writer). In a public sector job you have to be careful what you put online as any hack can access it… and it’s amazing how ‘humour’ can be misinterpreted (deliberately) when taken out of context. While social media can be a vortex into which things disappear (time mostly) it’s a great way to get immediate reaction to stuff you put out there.

Do you have a blog? If so, why – and what do you blog about?

Blog? Now that just sounds dirty.

In your online networking, how much time do you spend talking to other authors/publishers and how much time with readers/fans? Do you get any tangible benefits from either?

I know a couple of guys who are brilliant writers and who have spent a lot of time investing in online networking. They’ve lots of friends but haven’t sold many books (even though their stuff is great). Everything in moderation I say. It’s easy to get distracted.

Do you enjoy interacting with your readers in the real world and/or online? Any significant differences between the two?

The reach online is wider, so it’s easier to talk to a larger number of folk quickly. But there’s no substitute for going off to the pub for a pint with some folk.

Do you respond to reviews, good and/or bad?

I tend to agree with the bad ones and feel flattered by the good ones.

Have you ever actively marketed to a target demographic based on the genre of your writing or the theme of a particular book?

Now, as an ex-ad man, that’s my line…

Previously, I was published by HarperCollins, which is a very big organisation that likes to keep the noses of its authors well and truly out of the marketing process. One of the pleasures of working with an independent on this novel was a greater involvement in the marketing.

Saying that, writers are always the last people to ask about this – we just want everyone to read our books!

How clearly defined is the reader in your mind when writing? Would you know where to find them online?

Because I come from a marketing background yes, probably, although I do leave this up to the publisher. It can be tricky to try and write for a specific kind of reader. Most writers would admit that they write for themselves (I think), if they’re really honest.

How satisfied are you with your current publisher’s marketing efforts on your behalf?

Having experienced the joy of London publishing I’m delighted at the effort Freight has been putting into flogging my book.

What’s the Grand Marketing Plan for your next book?

Write it.

To what extent do you buy into the concept that as an author you are a brand?

The concept of writer as brand is not that new, just has been articulated this way in the last few years. Dickens did a hell of a lot of the things we talk about authors doing now, reading tours, signings, Q&As, journalism, performance etc.

Fundamentally the most important part of any (productbased) brand is the product itself – so no matter how good you are selling yourself, if the book’s crap then you’ll get found out (unless you’re Jordan).

To what extent do you believe that it’s up to you to find your audience and ultimately sell your books?

I think it’s a collaborative effort between writer and publisher. Over and above making sure the book is the best it can be (again, a collaborative effort), I’m there to support what the publisher is doing. I don’t think the author’s role is to go out onto the street corners and shout ‘buy my novel’. I don’t have time.

What would your advice be to a debut novelist hoping for… well, a publishing deal, or at any rate readers?

Focus on the writing. That’s all you can do. Read as much as you can, analyse it, seek advice, from the right people. Don’t think just because you’ve written one draft that it’s somehow finished. Don’t be too ambitious technically if it’s your first. Be the best writer you can be – it’s about professionalism. And remember, there are many excellent writers who cannot write novels. It’s not for everyone. And don’t expect to get rich.

So where’s it all going, this publishing business?

Ewan Morrison gave an interesting hypothesis on the state of the industry at a debate with Ray Ryan at the Edinburgh Book Festival. I enjoyed his highly pessimistic view of the survival of the printed book and his analysis of the consumption habits of what he calls “Generation Y”. Here’s the link for the exclusive article on the event the debate topic: click

However, the continued existence of Radio 4 proves that people’s tastes change. I grew up listening to radio 1 but now I’m a devotee of Radio 4… there’s a basic beauty and simplicity in the printed word. Whether any of us can making a living at it is another thing…

Do you have any experiences of doing your own marketing, digitally or otherwise, that you could share with other authors?

Hire an intern to do it all! They work for close to nothing, they’re young enough to work it all out and they’ll even do your interviews for you.