Almost every year there is a literary phenomenon that everyone is talking about and that sells well. Still, success is often a surprise for both the author and the publisher.
You must have heard of Hildur.
Satu Rämö, who lives in Iceland, is puzzled by the success.
– I have to admit that secretly in my mind I was hoping for something like this. I’m still really surprised.
Before his first novel, Satu Rämö has written several non-fiction books. The topics have varied from travel to everyday things. The non-fiction books have sold quite well – so much so that it was almost worth writing them.
Some alone does not explain popularity
Rämö is also known as a social media influencer and part of his livelihood comes from that. He has about 30,000 followers on Instagram. Many have thought that *Hildur’s* success is thanks to some. Rämö disagrees.
– I have always marketed my books on social media and told my followers about them already in the writing phase. After the books came out, no doubt many of my followers bought the book. But with *Hildur* the interest only grew and grew. I don’t have that many followers!
However, Rämö admits that he has a lot of trouble with social media visibility. It’s part of his job. A couple of hours of the day can be spent answering questions and making posts.
In many messages, readers have told Rämö that they don’t usually read detective stories, but *Hildur* piqued their interest. Iceland and knitting are also clearly of interest to readers. The events of the book take place on a remote fjord and the second main character is a Finnish policeman who knits Icelandic sweaters.
– I don’t know the reason for *Hildur’s* success. Everything just fell into place somehow. If I knew, I would copy the recipe and make more books with the same formula, Rämö laughs.
Good content is the most important thing
Maybe the publishing house knows the recipe? Hundreds of books pass through their hands every year, and something always becomes a phenomenon.
– I have to disappoint. The birth of a literary phenomenon cannot be known or predicted. Often the book succeeds according to our expectations, but it can also happen that we do everything we can, but the readers just don’t get excited or find the book.
Ultimately, the power rests with the readers. However, Miettinen knows how to analyze and open up issues that affect the book’s success.
– One thing is certain. Everything starts with the content. It must be well written and the theme must be interesting.
Plans must not be locked
Large publishing houses publish hundreds of books every year. Obviously, not everyone can be marketed at the same volume.
The marketing and communication departments will start presenting the books to the media and retailers in good time. Those books that generate interest in advance are likely to receive more volume in marketing when the time comes for publication.
Miettinen considers it important not to lock in plans too much.
– We have to have a good ability to react. If marketing were only done strictly according to plans, then surprises would be lost. So you have to know how to be flexible.
For example, in the case of *Hildur*, the publishing house increased investments in the middle of the summer, when the sales of the book jumped to a surprisingly large increase.
Puskaradio is an important channel
In the fall, there was a discussion about the cost contracts of social media influencers. For example, WSOY organized a customized writing course for social media influencers. It caused outrage, because many people thought that people they know from social media get their books published too easily.
– Of course, it helps if the author wants to be featured. However, that doesn’t mean you have to be a social media celebrity or somehow sexy in the media. The most important thing is a strong need to write and a desire to be seen through your book.
According to Miettinen, however, the most impressive thing is if the word starts to spread on social media through readers. Then the message reaches a large number of potential readers.
Publishing houses also plan and do a lot of their own social influence in their own channels.
– We also do paid marketing, because the algorithms are not always on our side.
The impact of criticism is great
The influence of traditional criticism is also great. Their number has decreased, but if the book gets reviewed by the mainstream media, it will show in the sales. Criticism does not necessarily have to be laudatory, even slanderous criticism arouses interest.
– It is brutal and miserable for the writer. However, bad criticism can generate good discussion.
Miettinen emphasizes that there is no formula for creating a literary phenomenon. Sometimes the surefire winners flop. In the field of translated literature, it can happen that a book has been a world success, but in Finland it is of no interest.
– This is a wonderful industry. Each book is individual.
*Listen Why do I write? episode in which Satu Rämö tells how he became a writer. Rämö also reveals what is essential in Hildur’s character. Editor is Miia Gustafsson.*