There are many online book clubs, and I belong to several of them. It’s fun to discuss a story, see what others think, and generate a lively discussion. From time to time, people in the group will post a recommendation about something they’ve read or are currently reading. These tidbits are fun, because it makes a book stand out for me. If Kerry (or whoever) liked it, maybe I will, too. So I hunt down more information which may result in me adding it to my TBR stack.

As an example, after seeing about fifty billion glowing reviews and recommendations from readers in all my groups, I decided to get a runaway bestseller which has been sitting at the top of every chart for a while now. In addition, if I had a dollar for every time someone wrote, “This is the best book I ever read in my life!”, I’d be a wealthy woman. How could I resist? So I bought it.

A few chapters in and I had to ask myself a question. Did I accidentally get the wrong book? (Checks title) No, it’s the same one. Am I missing something?

On I pushed, hoping things would improve. They. Did. Not.

I’m still scratching my head over this one. No book is perfect (except To Kill a Mockingbird, of course – my personal favorite of all time), but this story had plot holes big enough for a cruise liner to sail through, with numerous unbelievable situations, and unrealistic characters with whom I found it hard to sympathize.

Yet the book continues to sell like proverbial hotcakes. Meanwhile the author (I feel sure), has been offered a generous book deal for the next story – and no doubt a movie deal, too. Kudos on the success, but at the same time, ouch! I’ve read novels so well-written and delicious I never want them to end. Yet often these stories never come close to super-stardom.

This got me thinking. What makes a ton of readers flock to one book over another?

Celebrity Endorsement

A number of mega-hits were first endorsed by celebrities in a position to make or break a book. Think Oprah, Reese Witherspoon, Sarah Jessica Parker, and Jenna Bush Hager to name a few. A national platform and fame give selected books a boost most stories will never be able to achieve on their own. While I can’t verify this, I’m willing to bet many publishers scurry to mail celebrities the newest releases in hopes they’ll be picked up.

Join the Club

As every online retailer and television shopping network knows, when other people rave about a product or service, it piques interest and builds credibility. We pay attention when someone who has nothing at stake offers an honest testimonial. Not only does this make an item more desirable, we want to be part of the club who owns it. Social validation doesn’t end after high school, you know. If everyone says the book is amazing, I better read it too.

Sell, Sell, Sell

Publicity sells. People read and rush to chime in; adding their opinion. “Yes, I agree with everyone else. It’s the best book I’ve ever read in my life!” What happens? More books are sold, resulting in additional opinions and recommendations. Some rebels (like me), will post contrary views. However, this often fans the flames of sales too, as readers become even more eager to buy or borrow and decide for themselves.

When Does It End?

Momentum can carry a book for a while. Although most sales appear to occur within the first few months of release, a few books sit near the top of a bestseller list for a year or more, until they start to lose their steam. Thus the reason for a big “release day” push by publishers and authors. Their mission? To launch a new book like a rocket and keep it in the air as long as possible.

So what does it take for a book to become a commercial success? (Pssst! If you know the formula, please share.)

In truth, I suspect it can be any combination of the above factors, and quite possibly others I haven’t mentioned.

Such as a story so well-written and satisfying, it’s a pleasure to read.

Is there a book which didn’t live up to all the hype for you?

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Pat Wahler is author of Western Fictioneers’ Best First Western Novel of 2018, I am Mrs. Jesse James. She is also author of a contemporary romance, On a City Street, and a holiday-themed collection, Let Your Heart Be Light: A Celebration of Christmas.