William P. Young's bestselling novel courtesy of the
shackbook.com
In its first days on the market, William P. Young’s The Shack looked like it was going nowhere. Written by a hotel night clerk in Oregon and published by a group of pastors, the novel failed to garner any solid attention, not even attracting a handful of reviews. Now, a year after it was first published, The Shack has debuted at No. 1 on the New York Times trade paperback fiction best-seller list.
The book tells the tale of a bitter man whose daughter was killed by a serial killer, and encounters God in the form of a cheerful African American woman who gives him hope. Young had no writing experience, and his pastor friends could only promise limited exposure. Somehow, it outsold all expectations.
According to fans, the book's progress from such humble beginnings to the peak of paperback success can be boiled down to its personal appeal. The book did well because it touched people’s emotions and made them passionate fans, they say. It touched them so deeply that the book spread by word of mouth like wildfire.
“Everybody that I know has bought at least 10 copies,” Caleb Nowak, a west coast fan, told the New York Times. Immediately after reading the book Nowak bought ten copies for his family and friends. “There’s definitely something about the book that makes people want to share it. Everybody that I know has bought at least 10 copies.”
Nowak’s church joined with dozens of congregations around the country to promote the book. Thanks to these hardcore fans, and it sold so quickly major booksellers were quickly flooding in with offers.
To many observers this proves that, as Publisher’s Weekly put it, word of mouth and personal sentiment can trump big-budget marketing. Commentators at New York Magazine pointed out that this book shows that publishers, both Christian and secular, are often out of touch with what their readers really want. Young’s success comes from understanding his audience, their struggles and their relationship with God.
In the weeks to come, Bostonians may get to hear a little more about Young’s success from the man himself; Young and his publishers plan to announce a speaking tour soon, which should include a location nearby.
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