#AND LIKE the solution is obviously just reading more ebooks BUT I LIKE reading books physically 😔

[bmpmp3]

in theory im very good at reading but in practice i cant read SHIT unless its in the perfect font with the perfect spacing so buying physical non-comic books is So difficult. why do online listings never put a picture of the page layout. i need to know how bad your paragraph spacing is. can i email my local bookstore and ask if they can take a pic of a page. is that allowed

[vandijkwrites]

sorry if you've already answered this 700 times, in which case totally feel free to ignore. but how do you lengthen your attention span? is it as simple as watching/reading progressively longer things?

First of, I am by no means an expert, but I'm happy to help as much as I can! There are a lot of great articles, books, and podcasts on the topic if you want any further info.

The most important thing to realize is why are attention spans are getting worse:

Information overload and distractions make it difficult to focus. (Ex. social media and text notification going off while you are doing other tasks)

Intentional multitasking gets your brain used to doing more than one thing at once so it becomes very difficult to make it do only one thing (Ex. having the tv on in the background while doing other tasks)

Consuming a lot of media focused on having minimal downtime and immediate gratification decreases our patience and ability to do slower tasks (Ex. watching a lot of action packed movies and short TikToks)

Getting constant small hits of dopamine from social media decreases our ability to do tasks that don't give us dopamine hits (Ex. getting likes from a post or messages from friends)

The solutions to most of these come down to two things: (1) Do only one thing at a time (2) Limit distractions from that task (3) Reduce immediate gratification

So some example of ways to do that would be:

Read a book without your phone being on hand to distract you.

Watch TV without multitasking.

Reduce time on social media, especially social media focused on short videos.

Spend a day or part of a day without technology.

Spend time with friends without looking at your phone.

Watch slow-form content like unedited lecture or panel videos where people are just speaking at their normal pace without cutting pauses.

Listen to music albums all the way through instead of shuffling and skipping.

Eat meals without multitasking (ie mindful eating)

Make yourself a cup of tea and sit on a park bench or by the window and watch some birds.

People-watch at the coffee shop.

Write long emails or letters to friends and family instead of short texts.

Call and have a conversation with a loved one without multitasking.

Meditate.

Take a walk and enjoy nature.

Don't scroll through your phone while waiting in a line.

Read long posts when you come across them on your dashboard.

Have an ebook on your phone to read whenever you would normally scroll through social media.

Don't go on your phone/online for a certain amount of time before bed.

If you are having trouble doing these things, try to do one tasks but increase the stimuli of that task. For example, read a book while listening to the audiobook at the same time. Or listen to music while watching a lyric video. These are great baby steps!

Another great baby step is (like you said in your question) doing things for progressively longer amounts of time! Set a timer for a certain number of minutes and then read without distraction for that amount of time. That way it won't feel like it is never ending and you can track your progress.

Obviously not all of these will be for everyone and some of these are too hard for people with ADHD or serious attention issues, but they are a good place to start!

I hope that helps 💕

[haberdashing]

What's the prepper mindset for? Like. Should we be worried and if so then what should we be worried about? (saw the book post and that you mentioned 'prepper mindset' which makes me think of those survivalist ppl in usamerican reality shows who live in the middle of nowhere and hoard food? cuz that's only where I've seen it and even then I dont fully get it tho)

I mean, there's a lot of definitions of "prepper" out there, and those shows definitely show one possibility there. Gun nuts who hoard weapons are, unfortunately, another. But neither of those is quite what I'm going for myself...

For me personally, it's sort of a general desire to be prepared for emergencies. Most likely natural disasters, possibly terrorism or a civil war or some such.

The goal: have basic supplies at hand (food's a big one, and water, batteries/power packs, flashlights, extra clothes, some other basic tools, I'm not too concerned with weapons myself), know where they are, know how to use them.

Things like going off-grid or being able to live in the wilderness are part of some preppers' goals, but not mine. And I'm not terribly concerned about the end of civilization as we know it, either. I'm not trying to live in fear--I have an anxiety disorder, I don't need any extra fear there, lol.

But if you have the time, money, and energy for it--which I fortunately do--it doesn't hurt to get a little bit extra together just in case you end up being unlucky and have to deal with, say, a blizzard that knocks out your power, or a wildfire that's heading towards your house, or possibly some sort of terrorist attack or riot but those really are less likely than the above, especially for usamericans like myself.

Obviously those odds do shift based on location. Here in Chicago, I don't really have to be prepared for a hurricane, and earthquakes and volcanoes would also have to be something big and rare (New Madrid fault acting up again or Yellowstone megavolcano blowing, respectively). If I were in Florida, hurricane preparedness would be more important, but I could ditch blizzard supplies. And get outside the US and those odds might shift further--if you're in Ukraine, for instance, stuff for war and physical combat might well be one of the major concerns to prepare for.

Really, much of what I get is either just more of the stuff I'd use anyway (ex. I use battery packs for my phone regularly enough anyway, but instead of just having one or two, I have several as back-ups) or little things that might be handy to have even in a non-emergency situation and aren't difficult to buy or store just in case (ex. paper clips, rubber bands, safety pins... I might not have a specific plan for them but they're good to have on hand).

And I know the post you mentioned, and while it's not traditional prepper stuff, I do think that reading material, whether physical or electronic, is a good thing to have on hand just in case as well. A bit to learn new stuff, but mostly to stave off the boredom. ADHD brain wants options for how to spend time if the Internet goes down, and books and ebooks are a good solution there.

[trans-cuchulainn]

psa about book piracy

the publishing industry does not work like the film/tv industry or whatever other industries you’ve decided make piracy a victimless crime. it does actively and directly hurt authors

many authors are paid an “advance”. this is occasionally large, but more frequently is small (~£2k) and even more frequently is somewhere in the middle (~£10k). this may be the only payment they receive for what is frequently years of work. in order to earn any royalties, they need to sell enough books to “earn out” (make the publisher back the money they spent on the advance). if they don’t earn out, they will never get royalties. also, the advance for their next book will probably be smaller.

if their book is part of a series, later books in the series may be cancelled because the first book didn’t sell well enough

even if a book isn’t cancelled, the print run may be reduced (=how many copies are printed) which means the book will be in fewer bookshops which mean there are fewer opportunities for it to sell copies

all of that conspires to mean... the author’s next advance is smaller, a series gets cancelled before it’s finished, and generally you have fucked over the person whose work you were stealing

(if they have earned out already, it may not directly fuck over their future books as much, but you are directly taking royalties out of their pocket, so)

if you’ve ever been mad because the 3rd book in a trilogy you were reading never got published, it’ll be because the first two didn’t sell enough. maybe the market was wrong at the time, maybe they took a while to take off, or maybe -- and increasingly frequently -- it’s because too many people pirated them instead of buying them.

(this is also why waiting until a series is complete to buy any of them is more likely to result in the series never being complete. the publishers need to know it’s a good investment. better to buy the books and wait to read them, if you’re concerned about cliffhangers, than to refrain from buying them entirely.)

“but the book is still there after i download it so i haven’t technically stolen anything” read the above bullet points again and understand that what you have stolen is not the book per se, it’s the sale, and therefore the goodwill with the publisher that makes them buy that author’s future books and pay that author money

do not @ me about “but what if it’s the only way to access english-language books in your country” because that is not the situation i’m talking about or the majority situation in the general scheme of things. 90% of people who pirate books do so either because they don’t realise it hurts authors or they don’t give a shit

also if your justification is that authors are “rich” i would like to point out that a recent report showed average earnings for an author in the uk to be £10.5k/yr in 2018. that is substantially below minimum wage (for full-time work), so genuinely, fuck off with that

you have no idea what somebody else’s financial situation is, and i know several authors who have been told to their faces that it was okay to pirate from them because they were rich when those people were in fact struggling to make ends meet

(not to mention that authors are technically self employed which means no benefits; this is particularly challenging in countries without universal healthcare)

whatever bullshit “net worth” estimate you’ve found online or whatever bears absolutely no resemblance to most people’s financial reality

so if you think you’re being clever by only targeting authors you’ve decided are wealthy, consider that there’s a high chance you’re wrong

yes books are expensive and yes big publishing companies are the ones seeing most of the benefit of that. but it’s not the big publishing companies that get hurt when you steal them, because they just squeeze that money out of the authors instead to make up their bottom line. does it suck as a system? obviously! does that make piracy a good way to resist it? no, because it only hurts the people on the bottom

some people think that piracy doesn’t affect sales. it does. it has been demonstrated over and over again that piracy impacts sales (see maggie stiefvater’s experiment with the raven king for an example). “it’s helping people discover the books” doesn’t hold up to scrutiny. all an author gains from this is more people who will steal from them. exposure doesn’t pay the bills. exposure just kills ya.

many places have libraries. libraries benefit authors, because they buy books. in some countries, like the UK, authors receive money based on how many times their books are borrowed. libraries frequently offer ebooks, so if you’re not able to access them in-person you can still get books. libraries are good! if you can use your local library, you should. free books for you, without fucking over the creators. you can often request books that they don’t carry, which then means that other people also get to read that book.

(“my library doesn’t carry queer books” i sympathise and i realise it can be challenging to request those in a conservative area but also consider that books by marginalised authors are exactly the ones that publishers will yeet if they think they’re not making a return on their investment, so unfortunately, pirating those is extra bad. publishers will drop “risky” shit like a hot potato if it’s not making them money. those are exactly the books we need to show up for.)

obviously in an ideal world we would have UBI or whatever and therefore people’s ability to put food on the table would not be dependent on monetising creative pursuits but that’s not the world we live in. in the world we live in, writing is work and work deserves to be paid for. stealing people’s labour because you feel entitled to it is not more justifiable just because that labour is creative.

the fact that people write as a hobby does not negate the challenges of writing as a profession. the two are actually pretty different. writing as a hobby isn’t easy, but writing as a profession has a whole heap of extra behind-the-scenes work that you don’t see, in case you’re tempted to take the “but it’s not real work” argument. besides which, “but people do it for free on the internet” is a shitty reason not to pay people for their work.

if you can’t afford a particular book, that sucks, i often cannot afford a book i would like. the solution: read other books that you can afford / which your library does carry / which are out of copyright. not: steal the book because obviously you should have whatever you want whenever you want it.

don’t be a dick

stealing screws authors over 

in conclusion: stop trying to justify piracy in my notes or in the replies to authors who complain about it. stop telling authors to their face that you don’t value their work and their time. it’s not cool, it’s not clever, it’s not revolutionary. it’s just fucking over people who are already underpaid and living precariously.

[theme-park-concepts]

I feel like there’s this ongoing trend in design at large of hyper focusing on slickness, aesthetics, or ideals rather than like holistic practicality. Whether it’s thinking of “guest experience” in terms of making a better app, rather than eliminating the need for an app, striving for wireless charging in devices - even though it’s more inefficient and you can’t use a handheld device if it needs to be attached to a pad, the trend to make everything a touchscreen - even though in places like a car it makes a lot more sense to have buttons you can feel without looking - just everywhere you look there’s designers trying to “solve” problems and make things “better” by making them worse.

Is it really a better user experience when some piece of software you use for work gets completely reworked every three years and you have to learn to use it again? Even if some of the features are quicker to use?

Is it really a better user experience with better materials if the thing has to be replaced every year or two?

Is it really a better experience if you have to wait in line for half a day, or make reservations for every thing months in advance? 

The ideology behind solving problems in design - and I’m not sure if this is strictly of the designers at large, or the executives in charge, or both - often focuses so narrowly on solving the immediate problem that the cause of the problem is overlooked, or just new problems are created.

Wireless charging is a great idea in THEORY. Yeah you’re right no one really likes wires, managing cables, the cable not being long enough, having the wrong adapter, or whatever. But if your wireless charging pad still requires a wire, and requires the phone to be physically on the pad so that if you want to use it while charging you have to hold the entire thing in your hand...like if an alien from space came down to look at the two solutions, they’d obviously pick the damn plug.

We do this over and over. I remember reading a great piece of satire that talked about a “new” way to read ebooks. Permanent ownership, infinite battery life, no internet connection required, easily annotate and remember pages, beautiful art, ergonomic shape...they’re called printed books. 

Like I hope I’m not the old grandma shaking her fist at the cloud because change keeps happening...I think modern technologies are amazing, and we should fully be taking advantage of them. But idk can we like be thoughtful about it so we make the experience as a whole actually better? Rather than just better on paper? Sometimes its a better idea to refine existing ideas than just completely go for something new because it’s slick or ideologically pure. The problem with car dashboards wasn’t that they had buttons, it was that they were laid out in dumb, cluttered, un-useful ways. But it makes infinitely more sense to just have a little mechanical knob to point the vent in your direction then it does to have it on a screen, buried in menus, that you can’t access safely while driving, controlled by who knows how many servos and other additional needless gizmos.

Think about the BIG experience.

[keplercryptids]

how to read more!

hi, i read a lot of books! last year i read 150 books, and this year i’m on track to read 100 more. i’m also a pretty low-spoons disabled person with chronic pain and untreated adhd. lots of people ask me how i read so much so i thought i’d compile some tips.

disclaimer: i don’t have any learning disabilities that impair reading, and with certain workarounds, my adhd doesn’t really hinder my reading either (but please don’t ask me to sit through a movie, i can’t and i won’t). so what works for me may not work for you. just keep in mind that your mileage with these tips will likely vary!

1. audiobooks!

seriously, these are a huge help. if you’re a podcast listener, try subbing out some podcasts for audiobooks every so often. you can download the libby app for free on your phone and get tons of audiobooks from your local library. thanks to adhd, it’s really hard for me to sit and listen without doing anything else, so i like to do chores (especially cooking/laundry/folding clothes), color, do crafty things, play phone games etc while i listen. i know some folks who listen to audiobooks as they read along with a physical book which also may work for some of you.

as a note, my brain won’t let me get into audiobooks of certain genres. i prefer poetry, lyrical prose and nonfiction in audio formats. so that’s something to consider, you may have a genre preference when it comes to audiobooks. follow your bliss.

2. your mood matters.

this is key for me. i am a huge mood reader and i’ve learned that forcing myself to read something i’m not enjoying will ensure that i entirely stop reading everything forever. let yourself put a book down if you’re not liking it. there are millions of books out there! life is too short to read one you’re not loving.

also, i cannot read when i’m stressed. lots of people read to chill out when they’re anxious or upset, and i am NOT one of those people (which is why i fully did not read from ages 18-23 lmao). if you only ever attempt to read when you’re stressed out and find yourself struggling, that could be why. obviously there isn’t a simple solution to this, but taking care of your mental health first is important.

3. if you used to read a lot but struggle to do so now, your reading tastes may have changed.

5-10 years ago, pretty much all i read was literary fiction. so when i tried to get into reading again a few years ago and struggled, part of the reason why was because i’m just not that into literary fiction anymore. i’m much more into adult fantasy and scifi, and it took awhile for me to realize that. if it’s been awhile since you’ve read a lot, try out new-to-you genres.

4. ebooks are good books.

this should really be higher on the list because it’s the #1 thing that’s helped me read more. i have a kindle, and fuck amazon, but i literally only use it for library books and ebooks from indie publishers. the convenience of being able to download pretty much any book i want from the library and start reading immediately, as often as my mood demands, has been critical for both my reading habits and my wallet. last year, 60+ of the books i read were library ebooks.

this is another way of saying, find a format that works for you. i know some people who can only read books on their phones in between doing other things, which sounds like a literal hellscape for me, but you do you!

5. try reading at a certain time of day.

this could totally backfire for some of you, and i don’t always stick to this, but reading as part of my routine (right after breakfast, after i walk the dogs until dinnertime, right before bed) helps me. especially if routines help you with your adhd, this is something that could be useful.

that’s what i got for now! i may add more if i think of them. feel free to add tips and tricks that have worked for you! happy reading you beautiful bookworms.

[dobranocka]

So I’ve been trying to read MDZS - as in, the novel - and I even put it as an ebook on my reader to make it more physically accessible to me, and I am going through it, just very slowly, but... I literally cannot with the language. I don’t know how much it’s because of translation, and I don’t mean to put down a fan translation, as obviously someone put a lot of effort and time into it totally for free, which is great! And I am very thankful to them. But I still cannot behind how much I don’t enjoy how it’s written. This is my second attempt to go through it, so I came somehow prepared, and yet... It just feels so chunky. Like I really can’t ignore how unnatural and awful the language feels. I mean, this is probably in a large part because of how my brain works - I’m one of the people who thinks in words, not pictures, and I still hear the language when I’m reading, I don’t really see it like a movie in my head - but it still make the entire experience somehow painful and time consuming and honestly at this point it’s an entire ordeal. Like, I want to read it! But I also don’t want to go through the process of reading it.

And it’s such a weird experience for me, because books are largely my favoured medium (because, you know, they are made of words, which me brain likes), but there’s now way I would read MDZS if I didn’t love cql so much. And I want to like this book! I just... don’t.

Obviously the perfect solution here is to learn mandarin and read it in the original and hope for the best, right? right?

[shallicomparetheetolagrenouille]

2021 in books

I started the year with an (almost) ending.

WOT, obviously.

So, I’m at #13, finally! Only one left of the main storyline.

I think that the main problem with this book is that it is ‘the middle of the end’ - book #12 was satisfying because some of the answers were starting to be found and the problems were getting solved, but you could still feel the momentum of the sprint towards the end. This book has more of that vibe, but the problem is that it just get almost to the point of solving a plot point, without actually getting to the juicy bit. Because the actual final solution will be in #14 and we’re just not there yet.

And it’s frustrating!

I liked a lot that #13 finally focused on Perrin and Mat, I had missed them - even though Egwene’s storyline in the previous book was so good. I’m happy about their development and about how they managed to achieve their tasks. There are so many loose ends left, yet!

I liked checking in with Perava a lot! I’ve always liked her character and I just want the Black Tower storyline to be solved for good, what’s the point of Taim still being there, bothering people?? Ugh.

Lan’s frustration at Nynaeve’s scheme was so fun, I enjoyed the regular checks on his progress and on his attempt at getting to the Blight unrecognized - if it hadn’t been for the horse! XD

The Seanchan keep being unsufferable, but what’s new?

I felt that Elayne’s resolution of the Cairhien dilemma was a bit rushed, to be honest. The whole thing was solved in a couple of chapters before she marches to the final big damn battle..

I liked a lot that Morgase finally put some sense in Galad’s head. He had always felt like a marionette or a quickly-sketched backgroung character with his ‘there’s only right or wrong, nothing between them, and I can tell them apart instinctively’ bullshit way of thinking.

I plan on reading a couple of physical books before going back to the WOT ebooks, since the last one is about 800 pages long, but I can’t wait to see how it all ends!

[the-online-marketing-alliance]

How To Write an eBook in 7 Steps15 min read

Ebooks are a great way to start selling your ideas, skills, and experience online. It’s often the gateway to creating a complete online information product or membership site. They’re also an excellent way to grow your email list, by offering an ebook as a download in return for subscribing to your list, it’s called a lead magnet.

Whenever I talk to people and ask them what’s stopping them from writing an ebook…they tell me it’s the design, or the cover, the layout, images or technology.

The reality is that’s the easiest part, which I’ll cover at the end of this article.

The hardest part is actually the first part of the process…the writing. I don’t mean the typing – what I mean is producing something that actually works. Yes…something that people will actually read, get hooked on and engaged until finally you get them to take the next step. Which is when they will buy something more from you.

This article has 7 Steps: Step 1 to 6 is Creating the Content and Step 7 is Producing the Ebook.

What’s great about this method is it also helps you lay the foundation on how you will sell your ebook…or at least incentivize people to download it.

Table of Contents

How to Write an Ebook Ground Rules

Step 1) Make sure there is a market for your ebook

Step 2) Define your Avatar/Persona

Step 3) Devise the hook

Step 4) Create your ebook outline

Step 5) Fill-in the blanks

Step 6) Editing your ebook

Step 7) Convert into an ebook

Conclusion

What should I write about?

What is the ideal length of your ebook?

How long should it take to write the book?

Is there search traffic for what you’re writing about?

Is the keyword trending, declining or seasonal?

How to identify Personas

Persona template

How can you find and add hooks to your ebook?

Here are 3 methods to inspire your hook title or subject line:

2) Using Buzzsumo

The outline formula explained

Introduction

Who are you?

Describe the problem, outline the solution, paint a picture

Repeat above 5 times

Summarise what you’ve learned

Add Call to action for more information

Ebook best practices

Make it concise and review any reiteration

Checking for grammar, spelling, style and structure

The 5 Step Method

How to Write an Ebook Ground Rules

First of all…some ground rules.

What should I write about?

In the steps below, I’ve outlined a formula for getting results…but it’s useless unless it’s a topic you know something about, or you enjoy it and you have some interest in it. This is important because when you’re writing if you have no interest, you’ll get bored. Combine that with an online world that’s specifically designed to get your attention – your project will live a short life.

What is the ideal length of your ebook?

People won’t read a 500-page ebook, your readers cannot digest it and they’ll get fed up. You should plan to produce between 10 to 100 pages.

If its a lead magnet, then 10 pages is enough – it should get the key points across clearly and efficiently.

If you’re selling it as an information product…then it should be closer to 100 pages, because you will need to provide more examples to support your points.

Overall, the quality is what matters…so don’t add fluff or filler content.

Here is a book I put together with the For Dummies brand. It’s 48 pages long. It covers the key points of content marketing. Provides a framework to follow. Plus, it leads on to a course and software that we sell to help make content marketing easier.

It’s positioned like this.

It’s a 48-page ebook to wet the appetite, grow the list and get the key framework points across.

The book promotes our marketing course PICASSO, which is video and example-driven training. The PICASSO course then, in turn, promotes our software tools Kudani, Designrr and Headlinr.

How long should it take to write the book?

As fast as possible. The longer you take…the longer it exponentially takes to complete.

This means you need to focus less on getting it perfect and simply get the words on paper…or into Evernote, Google Docs (my preference) or Word.

This means you should start NOW…and take MASSIVE imperfect action.

Forget about grammar, spelling, layout…complete sentences, etc.

Get as many words down as quickly as possible.

Switch off Facebook/Email/Phone to stop yourself getting distracted. (Hint: Install Facebook News Feed Eradicator – and you’ll gain 1 hour a day back into your life.)

https://designrr.io/NewFeedEradicator

Get in the zone…and focus.

Set a timer for 40 minutes to focus and do nothing else.

Stop and walk for 10 minutes…then get back and restart timer.

Even if you do just 3 iterations of 40 minutes – you’ll find you’ve accomplished more than you probably do in a whole day.

With all that done, let’s get into the meat of this method.

Step 1) Make sure there is a market for your ebook

Sounds obvious but it’s probably the biggest mistake people make. If there is no market – no-one will buy or download your ebook. For example, let’s look at the diet niche. Should I focus on Paleo or Keto diets?

To establish this, you can follow some of these techniques:

Is there search traffic for what you’re writing about?

You can measure this by going to Semrush.com (Free registration required) and typing in the top level keyword for what you’re writing about. For example: “Keto Diet”

Obviously, a huge volume market with over 1m searches worldwide. Paleo Diet produces 368,000 volume, so still a great market to write for, but Keto is clearly the biggest right now.

Is the keyword trending, declining or seasonal?

To check this – go to Google Trends.

With this tool, I can actually compare values Paleo vs Keto.

And all diets have some seasonality as shown here, but the overall trend shows Keto is the one to go for.

Step 2) Define your Avatar/Persona

Put simply – who are you targeting this for? You’ll want to be able to relate with your target audience to meet their needs and help find solutions to their problems.

An avatar is a representation of your ideal customer. Take some time to understand and define this, so when you put your book together you can write in a way that they will understand. Using marketing personas makes websites 2-5 times more effective and easier to use by targeted users and drive 18 times more revenue than broadcast emails.

An example for Keto could be:

A Mom, aged 35-45, who needs to lose 50 lbs quickly and has been struggling with diets that are difficult to stick to. She’s busy with her family and has little time to cook.

Focusing like this on the avatar also helps define your hooks and design style. For example, a feminine color scheme would work better than a masculine black.

I often give them a name, which helps you focus even more. Let’s call her Susan.

How to identify Personas

The easiest way to identify the persona, if you have a website already, is looking at Google Analytics for data. You can identify where your visitors came from, what keywords were used, and how long they stayed on your site. Plus, demographics such as age, gender, location, interests, etc. Learning about your current visitors just became a lot easier to create personas for.

Here are a few more effective methods you can use to identify your Persona:

Monitor social media talking about your brand or keywords

Spy on your competitors and see what they have done

Identify complaints, comments, compliments

Questions on Google Search

Questions on Quora or Reddit

Persona template

It’s easier to write an ebook about someone you know. If you already have an idea of who you want to write your ebook for, great. If you don’t have an idea, I hope that this persona template can help paint your persona picture better:

Persona name: (example Susan)

Job title

about their company (size, sector, etc.)

Details about their job role

It could also be a family role (mom, dad, brother, sister, etc.)

Demographics

Age

Gender

Salary or combined household income

Location

Level of education

Family size

Goals and challenges

Main goal

Secondary goal

How you help your persona reach these goals

Primary challenge

Secondary challenge

How you can assist in resolving these problems

Values and fears

Main personal values

Common objections during sales process

Add images and color

Use an attractive color scheme that’s indicative of your persona’s characteristics

Icons and graphics can help in understanding who they are

Of the persona: it can be a photograph, a cartoon or a sketch – create a non-bias image

Psychographics

Behaviors

Attitudes

Opinions

Motivations are what make your personas human

Brands

Help provide great insights into the user’s likes and hobbies, which may even include competitor brands

Last but not least, understanding where your persona is at in the buyer’s journey. Here’s an example of what a buyer’s journey might look like:

https://venngage.com/blog/user-persona-examples/

This will help you fine tune your ebook and create a targeted objective to where you want your readers to end up.

Step 3) Devise the hook

The hook is what forms the title, headline or subject line. It’s designed to catch the reader’s attention by promising a result for the reader. Think of them as cliffhangers. They give readers a powerful sense of what they’ll get out of your ebook without giving away everything.

How can you find and add hooks to your ebook?

Go through your ebook, and note down every solution your book provides. Then ask yourself: What is the big problem you’re trying to solve and what are the pain points of your audience?

What will your reader’s life look like, or what will they be able to do, when they implement your solution? You want your readers to say “Yes, that’s me!”. If you can create that sense of identification, relation, you’re already close to securing the sale.

Now we have our avatar defined, this step starts to become easy.

We said that Susan needs to lose weight fast and has little time to cook with a busy family. She has also struggled to stick to diets previously, probably because she’s demotivated.

So the hook should focus on words like:

Quick, fast and easy to implement methods

Quick results so you’re motivated to stick

For busy people

Here are 3 methods to inspire your hook title or subject line:

Use Amazon Advanced search, and order by bestsellers to search using your core keyword. Look at the titles that are in the top 3-5 places.

Look at the results and analyse the bestsellers:

Using ‘Keto’ as our example, the titles that appear at the top are:

Simply Keto: A Practical Approach to Health & Weight Loss with 100+ Easy Low-Carb Recipes

The Complete Ketogenic Diet for Beginners: Your Essential Guide to Living the Keto Lifestyle

Keto Diet: Your 30-Day Plan to Lose Weight, Balance Hormones, Boost Brain Health, and Reverse Disease

The Easy 5-Ingredient Ketogenic Diet Cookbook: Low-Carb, High-Fat Recipes for Busy People on the Keto Diet

Keto Diet Cookbook For Beginners: 550 Recipes For Busy People on Keto Diet (Keto Diet for Beginners)

KetoFast: Rejuvenate Your Health with a Step-by-Step Guide to Timing Your Ketogenic Meals

What are the key things that standout for you?

Best selling titles:

Use numbers. These always work well in titles as they indicate that there is an end to the information. i.e. There is only a number of things people need to know.

Use Words like Easy / Simple / Step by Step / Cookbook / Plan. All these words say that there is a simple process to follow.

Are Benefit driven. (For Busy People / to lose weight / boosts brain health) – How does your title help or solve a problem for the reader.

While you are on the Amazon page, look at the 5 and 1 star reviews for specific information that people are looking for. Here are some examples:

It’s clear from the above that the author didn’t deliver on the title’s promise and needed to put more photos in the book.

2) Using Buzzsumo

Buzzsumo is a great tool to analyze what’s currently out there and the sentiment of what’s performing well. You can search your key term in Buzzsumo for free.

Here are some tips to help you:

Analyze top performing headlines

Competitors headline

Filter based on content type

Type of words and phrases people use

Create headlines that:

Tell readers why they should care

Make a clear promise

Hook readers’ emotions

Provoke curiosity

Provide explanations

Appeal to a tribe

3) Ask questions of your customers and/or your email list

Join a Facebook group – and create a poll.

Title it: “Hi, I’m creating an ebook for XYZ, and I want to make sure I’m on point. Can you help?

What are the 3 Biggest problems you have in doing XYZ right now?”

One or two sentences for each solution is plenty. These are your hooks, and you’ll use them later when writing your book description, title, headlines, chapters, etc.

Step 4) Create your ebook outline

In this section it’s important to be concise yet provide enough information to illustrate your point.

Remember you don’t want your ebook to be too long.

The outline formula explained

Try and cover the top 5 key problems and solutions. If there are more…that’s ok too.

Introduction

Outline what the reader will learn. Tell your story and use the pain points identified. Reveal your secret right away. When you start big and reveal that one secret right in the intro, this will make your readers trust you and expect even bigger results.

Who are you?

Why should people listen to you?

Tell a story on how you came about this knowledge.

Position yourself as an expert.

Describe the problem, outline the solution, paint a pictureRepeat above 5 timesSummarise what you’ve learnedAdd Call to action for more information

Critical – Most people forget this step

Step 5) Fill-in the blanks

Once you have an outline, you’ll want to start filling in the blanks to help expand and explain your ebook. Simple way to explain how to do just that is to:

Make it a “You and I” and just write. Use the persona to have a normal conversation and explain to Susan about your thoughts on keto diet.

Don’t stop to correct, instead get everything out of your brain. You’ll want to dedicate a separate time to correct any grammar and spelling errors later. Put your focus on getting your ideas down.

Ebook best practices

Once you’ve added all your thoughts into your ebook, you can start adding more insightful information. Some of this consists of:

Adding quotes

Adding images

Importing and highlighting stats, relevant sources, etc. (Great source is Statista https://www.statista.com/ )

Place appropriate calls-to-action within your ebook

Curate paragraphs from other sites and sources to strengthen your points

Step 6) Editing your ebook

After you’ve filled in the blanks with every idea you have, you’ll want to trim, add, and edit your ebook. One of the most important parts of your ebook is to constantly add value and engage with your readers. Creating a successful ebook is to make sure not to reiterate. Being concise and to the point rather than exhausting your readers. You’ll want to review some of your explanations to see if you can create snippets of information.

Make it concise and review any reiteration

With the paragraph above, let’s see how we can make it concise and optimized for engagement.

“Once you’ve filled in the blanks with your amazing idea, you’ll need to trim, add, and edit your ebook. Focus on creating snippets and watch out for any reiteration. Read your ebook to identify what might make your readers stop reading. It’s all about creating engagement after engagement.”

You can always reread and see if there are ways to make it shorter, concise and to the point.

Checking for grammar, spelling, style and structure

This is where you can spend your time correcting spelling, sentences, style and structure. However, instead of trying to fix everything, there are two rules to follow:

Focus on the big picture, so you don’t get overwhelmed.

And then the details like typos, tweaking sentences and grammar.

Seeing the big picture will help you spot things you’ve written in Chapter 3 that shows up in Chapter 1. During the first phase, you might make the introduction shorter, remove a whole chapter, merge two chapters into one so it feels cohesive with the rest of your ebook.

Using grammar tools like Grammarly is a life saver. However, be cautious when you replace every single error, because it might try to correct that one word rather than the whole sentence structure. No tool is perfect, so read your ebook out loud so you can notice poorly worded sentences or even check the tone of the sentences. If all else fails, there are proofreading services that might save you some time.

Whatever the path you want to use, be sure to not leave this up to the reader! So make sure to check off these:

Check spelling and grammar.

Check the length of each chapter, ensure the description flows well.

Brush up the voice and tone.

Step 7) Convert into an ebook

The 5 Step Method

Part 1: Import using Designrr

Login to a tool called Designrr which creates ebooks from your content.

Designrr can import and create ebooks from your blog, Microsoft Word, Google docs, Medium, another PDF, Facebook, or even an Audio or Video file, including a YouTube link.

In this case we’ll be using a Google Doc.

Grab the share URL from the Google DOC. (Make sure is accessible to ‘Everyone’)

Import the link into Designrr using the ‘Import From URL’ option.

Alternatively, you could also use the ‘Import Manually’ option.

Just copy and paste your Google Doc into the draft editor.

Part 2: Choose a Template

Then choose a template. There are literally 100s to choose from.

Part 3: Tweak, Customize and Tailor Your Look

Start by checking that the layout is ok – and that there are no grammar mistakes or typos.

Then begin the design process.

Adjust fonts, colors or style of your book:

A table of contents is generated automatically:

Change the template colors, headers and footers, cover image, or even add more images from your computer or the built-in library of thousands:

Select one for a new cover:

Then click ‘Publish’:

You can publish to PDF, Kindle, ePub or to your blog.

Once your ebook is created – you can also add a 3d thumbnail to use on your website to encourage people to download it.

Conclusion

Writing an ebook can be a lengthy process if you don’t know where to start or understand the steps you need to follow. We went over how to identify if there’s a market for your ebook idea and that creating personas can help fill most of your content. Knowing what to write about is one thing, focusing on one person and engaging with that persona is another. Creating the actual ebook itself, making it beautiful, is the easiest part when using a software like Designrr.

If you received value from this post please Like & Share this post so that we can serve and help others keep and build their business, income, so that they can sustain with the tools necessary to make an impact during this time.

Yours In Knowledge - Peace & Wellness

The Online Marketing Alliance

[askpetethelibrarian]

Arrr! The Pirate Library

Yesterday, someone over at King Shot Press found himself in a little hot water over some tweets that were...not pro-piracy, I guess, but not AS anti-piracy as some people wanted. 

It turned into a whole thing. Because this is the internet, so one person’s opinion on piracy shatters too many worldviews or something. 

Frankly, it turned into a big mess. I wouldn’t want to get involved, until...

And when someone said “I honestly don’t see the difference with a library” I felt compelled to say a few things. And to ask myself: Why is checking out a book from the library different from piracy?

Before we get into it, however, I just want to say that the opinion of someone at King Shot isn’t something that induces anger in me. I think it’s an opinion that I agree with in some ways and disagree with in others, and I’m not looking to pile on here. After the library bit, I’ll share some of my opinion on piracy, in general. 

1. Scale

When piracy puts a book up online, an infinite number of people can download, possess, and read it simultaneously. 

When a library buys a print copy of a book, that’s obviously not true. That book can only go out a limited number of times (50 checkouts is usually too many for most books, physically). It can only be held by one person at a time. And, it can only be in any person’s possession for a limited period. 

When a library buys an ebook, similar rules will apply. Overdrive/Libby, the most popular library ebook service, does require us to buy licenses for every copy. Not every title, every copy. So, if we have two copies of something, we bought two. If we have one copy, only one person can have it out at a given time. 

Hoopla, another service, has a different model. We don’t buy individual licenses for individual items, and any number of people can have it at the same time. However, the time period is limited, and users are limited to a given number of titles per month. So, one can’t use library service to stockpile a bunch of books that they keep forever.

Piracy and borrowing might not look different from a user POV, but from a view that’s bigger than the individual, the difference is big enough to start having its own gravitational pull. 

2. Purchase

It certainly seems like I can check out something from the library for free, so what’s the difference between that and downloading it for free?

The library isn’t “free.” It’s a pre-paid service, meaning you’ve already paid for it, it’s just a matter of whether or not you make use of it. Much like a road, street lamp, or public park. You pay for those things, and then you choose whether or not to make good use of your money.

You’ve also paid for ebooks held by your library. Your tax money goes to the library, the library buys ebook services.

Now, in theory, SOMEONE paid for a copy of a book at some point before it was up for free online. So there’s a similarity here. However, let’s look more closely:

If a library buys a title and it’s very popular, they will buy more. Our system has a policy that says we’ll buy another copy of something for every 5 simultaneous requests placed. If 50 people requested The Martian when it came out, our guiding principle is that we should have at least 10 copies. 

There’s no such system in piracy. That one copy is all that’s ever purchased.

To cross over with the above argument about scale, let’s say that my library system bought 10 copies of The Martian. Consider that this is ONE library system serving a portion of one U.S. state. Even if we were overly generous, we could say we cover a quarter of the state. Multiply our purchase four times to cover Colorado, then multiply times 50 to cover the U.S., all of a sudden you’ve got 2,000 purchased copies of The Martian. This is very quick and dirty math, and it’s almost certainly a lowball. 

Also, you need to factor in that libraries will be replacing copies of books. So, in the 5 years or so since The Martian came out, the initial number has likely doubled. 

There’s another effect here. Once The Martian is a hit, you’d better believe libraries are all over Andy Weir’s next book, Artemis. Pre-orders play a big part in sales. Pre-orders count in the first week of a book’s sales, and large pre-orders help a book climb onto bestseller charts. 

You might not care about putting money in Andy Weir’s pocket, and I’m not here to argue about that (for THAT portion, see below). It does warrant talking about, however, in terms of the difference between pirating material and borrowing it from the library. The library is a positive factor in the economics of books. Piracy is not. 

3. Mutual Support

There is oftentimes an argument for piracy that’s about piracy being a positive force for folks who can’t afford books. Let me tell you why using your library is better. 

The library works like this: you support us, we support you. 

You come in, check out some stuff, and that gives us better stats to take to the local government and say, “See, this is important. The community needs this.”

When you pirate something, we lose out on those stats. We become less busy. The local government sees that the library needs less cash. And then, that economically destitute person who can’t afford books? Where do they go now? Piracy? Bad news, economically destitute people are far less likely to have a computer, an internet connection, and maybe even a place to plug a computer in if they DID have one. Oh, and they probably don’t have a fancy-ass e-reader either.

Piracy may be an option for some people who can’t afford books, but if you are concerned with the availability of books to all, the library is a better solution.

~

Let’s talk about some of my personal feelings on piracy, in general. 

We Hurt The Ones We Love

I spoke to a very well-known author. This author told me that they’ve had some contractual trouble with their publisher because this author’s books are VERY frequently pirated, which means that the books are popular, but the publisher won’t pay as much because they will have a hard time getting a return on their investment. 

Pirating material can have a ripple effect that makes it more difficult for the artists we love to put out more of the material we love. Some might see it as hurting a large, faceless company, but the truth is that we’re hobbling someone whose work we love. 

The Money Question

When talking about piracy, there’s always an element of class warfare going on. Why should someone pay the multi-millionaires like Metallica for an album they had to work 2 hours to afford? Why do I care if Harper Collins loses out on a few bucks?

I’m about to enter some uncomfortable territory because the stats are impossible to find. Because, frankly, piracy is something that many people wouldn’t admit to doing. It’s pretty difficult to get a good bead on this whole thing. I tried to find out whether or not piracy is a result of economics, and I could find no evidence supporting or denying that. What I will speak from is personal experience. Because that’s all I’ve got. 

Yes, there is probably some kid out there who is economically destitute and the only way he’s getting his hands on sweet books is through piracy. 

However, my personal experience tells me that a whole lotta piracy is committed by people who could afford the things they’re pirating and end up stockpiling things they never use. 

Let me put it like this: I don’t really have a problem with an individual sneaking into an art museum because they can’t afford to pay their way, and they really want to see the art. 

But I think it would be wrong, while sneaking into the art museum, to grab yourself something from the gift shop. Even something small you don’t need. 

My morality on this is somewhat flexible, and somewhat capitalistic. If you genuinely can’t afford books AND you’ve exhausted the options to come about them legitimately (libraries, friends, etc.) then I don’t think I’d have a problem. However, if you, like most people, justify the collection and hoarding of electronic files that you could afford to come by legitimately, you’re in a bad moral spot. 

Short version: If you are that person who can justify piracy because you pirate only that which you actually view, and you wouldn’t be able to experience art otherwise, you get a pass. But if you’re the person justifying it because someone else is probably too broke to buy books, therefore it’s okay for YOU to pirate, I respectfully disagree.

The Value of Art

Some piracy is justified through saying that pirated things don’t necessarily equate to income loss because they wouldn’t have been purchased anyway. In other words, maybe I would pirate a movie I would never actually pay to see. 

*Ahem*

Sure, like Speed Racer. Maybe I wouldn’t pay a single dollar to see it, but I would watch it for free. This means that the makers of the movie don’t really lose anything. Maybe I wouldn’t PAY for a new Metallica album, but I would listen for free. 

For books, I don’t know that this is nearly as applicable. Who is going to put in the effort to read a book that they wouldn’t pay the paperback price on? It’s not a passive medium the way movies and music are. The book isn’t just going to happen in front of you. You actually have to do some shit to get the information inside your head. 

The real issue on this point is that of de-valuing of art. 

Writing a book is hard work. Damn hard work. I think writers deserve to be paid for their work. 

There’s a long-standing tradition of de-valuing artistic work as work. Because artists aren’t out there busting concrete. 

But I’m here to tell you, art is work. It’s not a blast to sit down and type out a couple hundred thousand words, edit them, re-edit them, send them out for publication. No part of this is more fun than watching Speed Racer. 

The writers you want to read, while you’re enjoying a book, binge-watching something, doing whatever you like to do, they are working, many of them doing so in addition to their regular day jobs. Many of them in addition to being parents, partners, and doing all the same bullshit we all do every day. 

I also feel, in this time of plenty, that there’s really no need to watch movies you hate, listen to albums you don’t like, and read books that’re no good. If it’s not worth the cost of admission, it’s not worth your time either. Just leave it be and move onto something else you’d pay for.

[ottosen50reece-blog]

How stop Acne and Also Have Fresh Skin With Super Skin Diet

This incredibly in-depth study is what all dermatologist refer back too once they say "there's proof that you have no outcomes of diet and acne." Simply amazing, isn't it? Instead of actually away and doing their own research, they just accept what everyone else says rather not bother to update their 40 yr old notions. Know which kind of skin you have, so you merely make specific your Skin Care regimen is tailored in the type. Most labels will say whether a technique are designed for oily, dry or normal skin. Obviously, using a kind not made for your type of skin will not produce relief. If you're not sure exactly what skin you have, cleansing for health seeing a skincare consultant for some initial recommendation. Although sodas and juices may be tempting, it is important to know they will cannot replace water like main hydrant that you utilize for you should take in. Sodas and juices may satisfy a teenager's sweet tooth, but discovered that actually prevent you from Skin Care Routine achieving a more radiant and healthy templates. Acne particularly common among young females. Acne is said to hold been the effects of hormones. It can be also owing to poor skin hygiene. It's not also due to depression some other emotional anxiety. What you will to along with is difficulties found underlying in your own. There are deeper problems with your body that causes these problems to surface and components . to tackle these problems to stop your acne from getting worse. Go inform yourself more Skin Care Tips the information needed for the causes of acne on the internet, read my articles (I got a signifigant amount of ezine articles) or go grab a book about acne and skincare. If you do not know what book to get, You need to to meet the eBook Acne Stop written by Mike Walden. I learned most of my natual skin care methods for this book and could have gotten rid of my acne in a month time. BE Firm Solution : "go for that what you love" is the motto for that fashion freaks. Wear what you desire the actual you can contain beautifully. Get some new style the actual changing trend as heading keep you updated a concern . changing the fashion industry. try to have the clothes which are suites you better and do not wear cloths that opposed to to the summer season such as in summers avoid much involving black since it could destroy your fashion completely and keeps your warm and in winters do not attempt white almost as much as it can shut to the style and fashion of yours.

[anexperimentallife]

This book is available for free on Kobo, and it is one of the most important books for US citizens and those concerned with the fate, future, and actions of the US to read at this point in history.

“They Thought They Were Free” was written by a Jewish journalist who travelled to Germany in the 1950s and disguised his Jewishness to interview former Nazi “little men,” average everyday citizens who, for various reasons, ended up supporting the Nazi party, whether out of conviction, fear, or sheer simple-minded trust in authority.

It’s especially important now because it’s happening again. The people interviewed in this book sound very much like the rank and file of the modern American far right. (Most of you know that I did a little coursework in Holocaust Literature once upon a time, and still read about the period on occasion, specifically because those who do not remember history are doomed to repeat it. This is one of those times that saying talks about--If we do not remember the Holocaust and how it happened--including how the average, everyday German was seduced into supporting--or at least not opposing--the Nazi state, we are looking at a repeat within the coming decade.)

HERE’S AN AUTHORIZED EXCERPT, in which a former college professor (one of Mayer’s subjects) talks about how people were gradually acclimated, from the “German Firm” stickers of the early 30s to the horrible “Final Solution” of the forties (which most only found out about after it was too late)--even touching on how anyone trying to sound a warning was seen as “an alarmist.”

"What no one seemed to notice," said a colleague of mine, a philologist, "was the ever widening gap, after 1933, between the government and the people. Just think how very wide this gap was to begin with, here in Germany. And it became always wider. You know, it doesn’t make people close to their government to be told that this is a people’s government, a true democracy, or to be enrolled in civilian defense, or even to vote. All this has little, really nothing, to do with knowing one is governing.

"What happened here was the gradual habituation of the people, little by little, to being governed by surprise; to receiving decisions deliberated in secret; to believing that the situation was so complicated that the government had to act on information which the people could not understand, or so dangerous that, even if the people could not understand it, it could not be released because of national security. And their sense of identification with Hitler, their trust in him, made it easier to widen this gap and reassured those who would otherwise have worried about it.

"This separation of government from people, this widening of the gap, took place so gradually and so insensibly, each step disguised (perhaps not even intentionally) as a temporary emergency measure or associated with true patriotic allegiance or with real social purposes. And all the crises and reforms (real reforms, too) so occupied the people that they did not see the slow motion underneath, of the whole process of government growing remoter and remoter.

"You will understand me when I say that my Middle High German was my life. It was all I cared about. I was a scholar, a specialist. Then, suddenly, I was plunged into all the new activity, as the university was drawn into the new situation; meetings, conferences, interviews, ceremonies, and, above all, papers to be filled out, reports, bibliographies, lists, questionnaires. And on top of that were the demands in the community, the things in which one had to, was ‘expected to’ participate that had not been there or had not been important before. It was all rigmarole, of course, but it consumed all one’s energies, coming on top of the work one really wanted to do. You can see how easy it was, then, not to think about fundamental things. One had no time."

"Those," I said, "are the words of my friend the baker. ‘One had no time to think. There was so much going on.’"

"Your friend the baker was right," said my colleague. "The dictatorship, and the whole process of its coming into being, was above all diverting. It provided an excuse not to think for people who did not want to think anyway. I do not speak of your ‘little men,’ your baker and so on; I speak of my colleagues and myself, learned men, mind you. Most of us did not want to think about fundamental things and never had. There was no need to. Nazism gave us some dreadful, fundamental things to think about—we were decent people—and kept us so busy with continuous changes and ‘crises’ and so fascinated, yes, fascinated, by the machinations of the ‘national enemies,’ without and within, that we had no time to think about these dreadful things that were growing, little by little, all around us. Unconsciously, I suppose, we were grateful. Who wants to think?

"To live in this process is absolutely not to be able to notice it—please try to believe me—unless one has a much greater degree of political awareness, acuity, than most of us had ever had occasion to develop. Each step was so small, so inconsequential, so well explained or, on occasion, ‘regretted,’ that, unless one were detached from the whole process from the beginning, unless one understood what the whole thing was in principle, what all these ‘little measures’ that no ‘patriotic German’ could resent must some day lead to, one no more saw it developing from day to day than a farmer in his field sees the corn growing. One day it is over his head.

"How is this to be avoided, among ordinary men, even highly educated ordinary men? Frankly, I do not know. I do not see, even now. Many, many times since it all happened I have pondered that pair of great maxims, Principiis obsta and Finem respice—‘Resist the beginnings’ and ‘Consider the end.’ But one must foresee the end in order to resist, or even see, the beginnings. One must foresee the end clearly and certainly and how is this to be done, by ordinary men or even by extraordinary men? Things might have. And everyone counts on that might.

"Your ‘little men,’ your Nazi friends, were not against National Socialism in principle. Men like me, who were, are the greater offenders, not because we knew better (that would be too much to say) but because we sensed better. Pastor Niemöller spoke for the thousands and thousands of men like me when he spoke (too modestly of himself) and said that, when the Nazis attacked the Communists, he was a little uneasy, but, after all, he was not a Communist, and so he did nothing; and then they attacked the Socialists, and he was a little uneasier, but, still, he was not a Socialist, and he did nothing; and then the schools, the press, the Jews, and so on, and he was always uneasier, but still he did nothing. And then they attacked the Church, and he was a Churchman, and he did something—but then it was too late."

"Yes," I said.

"You see," my colleague went on, "one doesn’t see exactly where or how to move. Believe me, this is true. Each act, each occasion, is worse than the last, but only a little worse. You wait for the next and the next. You wait for one great shocking occasion, thinking that others, when such a shock comes, will join with you in resisting somehow. You don’t want to act, or even talk, alone; you don’t want to ‘go out of your way to make trouble.’ Why not?—Well, you are not in the habit of doing it. And it is not just fear, fear of standing alone, that restrains you; it is also genuine uncertainty.

"Uncertainty is a very important factor, and, instead of decreasing as time goes on, it grows. Outside, in the streets, in the general community, ‘everyone’ is happy. One hears no protest, and certainly sees none. You know, in France or Italy there would be slogans against the government painted on walls and fences; in Germany, outside the great cities, perhaps, there is not even this. In the university community, in your own community, you speak privately to your colleagues, some of whom certainly feel as you do; but what do they say? They say, ‘It’s not so bad’ or ‘You’re seeing things’ or ‘You’re an alarmist.’

"And you are an alarmist. You are saying that this must lead to this, and you can’t prove it. These are the beginnings, yes; but how do you know for sure when you don’t know the end, and how do you know, or even surmise, the end? On the one hand, your enemies, the law, the regime, the Party, intimidate you. On the other, your colleagues pooh-pooh you as pessimistic or even neurotic. You are left with your close friends, who are, naturally, people who have always thought as you have.

"But your friends are fewer now. Some have drifted off somewhere or submerged themselves in their work. You no longer see as many as you did at meetings or gatherings. Informal groups become smaller; attendance drops off in little organizations, and the organizations themselves wither. Now, in small gatherings of your oldest friends, you feel that you are talking to yourselves, that you are isolated from the reality of things. This weakens your confidence still further and serves as a further deterrent to—to what? It is clearer all the time that, if you are going to do anything, you must make an occasion to do it, and then you are obviously a troublemaker. So you wait, and you wait.

"But the one great shocking occasion, when tens or hundreds or thousands will join with you, never comes. That’s the difficulty. If the last and worst act of the whole regime had come immediately after the first and smallest, thousands, yes, millions would have been sufficiently shocked—if, let us say, the gassing of the Jews in ’43 had come immediately after the ‘German Firm’ stickers on the windows of non-Jewish shops in ’33. But of course this isn’t the way it happens. In between come all the hundreds of little steps, some of them imperceptible, each of them preparing you not to be shocked by the next. Step C is not so much worse than Step B, and, if you did not make a stand at Step B, why should you at Step C? And so on to Step D.

"And one day, too late, your principles, if you were ever sensible of them, all rush in upon you. The burden of self-deception has grown too heavy, and some minor incident, in my case my little boy, hardly more than a baby, saying ‘Jewish swine,’ collapses it all at once, and you see that everything, everything, has changed and changed completely under your nose. The world you live in—your nation, your people—is not the world you were born in at all. The forms are all there, all untouched, all reassuring, the houses, the shops, the jobs, the mealtimes, the visits, the concerts, the cinema, the holidays. But the spirit, which you never noticed because you made the lifelong mistake of identifying it with the forms, is changed. Now you live in a world of hate and fear, and the people who hate and fear do not even know it themselves; when everyone is transformed, no one is transformed. Now you live in a system which rules without responsibility even to God. The system itself could not have intended this in the beginning, but in order to sustain itself it was compelled to go all the way.

"You have gone almost all the way yourself. Life is a continuing process, a flow, not a succession of acts and events at all. It has flowed to a new level, carrying you with it, without any effort on your part. On this new level you live, you have been living more comfortably every day, with new morals, new principles. You have accepted things you would not have accepted five years ago, a year ago, things that your father, even in Germany, could not have imagined.

"Suddenly it all comes down, all at once. You see what you are, what you have done, or, more accurately, what you haven’t done (for that was all that was required of most of us: that we do nothing). You remember those early meetings of your department in the university when, if one had stood, others would have stood, perhaps, but no one stood. A small matter, a matter of hiring this man or that, and you hired this one rather than that. You remember everything now, and your heart breaks. Too late. You are compromised beyond repair.

"What then? You must then shoot yourself. A few did. Or ‘adjust’ your principles. Many tried, and some, I suppose, succeeded; not I, however. Or learn to live the rest of your life with your shame. This last is the nearest there is, under the circumstances, to heroism: shame. Many Germans became this poor kind of hero, many more, I think, than the world knows or cares to know."

I said nothing. I thought of nothing to say.

"I can tell you," my colleague went on, "of a man in Leipzig, a judge. He was not a Nazi, except nominally, but he certainly wasn’t an anti-Nazi. He was just—a judge. In ’42 or ’43, early ’43, I think it was, a Jew was tried before him in a case involving, but only incidentally, relations with an ‘Aryan’ woman. This was ‘race injury,’ something the Party was especially anxious to punish. In the case at bar, however, the judge had the power to convict the man of a ‘nonracial’ offense and send him to an ordinary prison for a very long term, thus saving him from Party ‘processing’ which would have meant concentration camp or, more probably, deportation and death. But the man was innocent of the ‘nonracial’ charge, in the judge’s opinion, and so, as an honorable judge, he acquitted him. Of course, the Party seized the Jew as soon as he left the courtroom."

"And the judge?"

"Yes, the judge. He could not get the case off his conscience—a case, mind you, in which he had acquitted an innocent man. He thought that he should have convicted him and saved him from the Party, but how could he have convicted an innocent man? The thing preyed on him more and more, and he had to talk about it, first to his family, then to his friends, and then to acquaintances. (That’s how I heard about it.) After the ’44 Putsch they arrested him. After that, I don’t know."

I said nothing.

"Once the war began," my colleague continued, "resistance, protest, criticism, complaint, all carried with them a multiplied likelihood of the greatest punishment. Mere lack of enthusiasm, or failure to show it in public, was ‘defeatism.’ You assumed that there were lists of those who would be ‘dealt with’ later, after the victory. Goebbels was very clever here, too. He continually promised a ‘victory orgy’ to ‘take care of’ those who thought that their ‘treasonable attitude’ had escaped notice. And he meant it; that was not just propaganda. And that was enough to put an end to all uncertainty.

"Once the war began, the government could do anything ‘necessary’ to win it; so it was with the ‘final solution of the Jewish problem,’ which the Nazis always talked about but never dared undertake, not even the Nazis, until war and its ‘necessities’ gave them the knowledge that they could get away with it. The people abroad who thought that war against Hitler would help the Jews were wrong. And the people in Germany who, once the war had begun, still thought of complaining, protesting, resisting, were betting on Germany’s losing the war. It was a long bet. Not many made it."