Breaching the trust thermocline
How to avoid a gradual erosion of reader trust by maintaining consistent communication, engagement, and managing expectations.
Hi,
I think about trust a lot; probably too much. I think about trust with my wife, my collaborators, and my readers all the time.
Maintaining trust with readers is a critical part of building a sustainable writing career. Readers don’t just invest their money in a writer. They also invest their time, energy, and emotional engagement in the worlds and books they create.
Often, readers stick with writers for years, or even decades, building up a ton of trust with them. We often take that trust for granted, but it’s not given. We are constantly gaining and losing trust with our readers.
In general, authors are good about building and retaining a positive relationship with readers, but as we move further and further into direct sales, more and more vectors of trust fall on us.
Now, we aren’t just responsible for uploading our books to retailers, we’re also responsible for shipping and handling books from our direct store, fulfilling Kickstarters, delivering for subscribers, and more.
In the past, we’ve been able to rely a lot on the trust our readers had with retailers, but over time we’ve taken a lot of that responsibilty onto ourselves. I’m worried we’re not worried enough about maintaining that trust over time.
If that trust erodes too much, readers may walk away from our brand, leading to a collapse in book sales, newsletter engagement, or even word-of-mouth recommendations.
This can happen suddenly, often without warning, but it doesn’t occur after one bad incident or overnight. In fact, it’s a gradual process, and understanding how to avoid breaching the trust thermocline can help authors build and maintain long-term, loyal audiences.
What is the trust thermocline?
A thermocline is an ocean (or other body of water) layer where the temperature changes rapidly. In this layer, the water temperature decreases much more quickly than in the warmer layer above or the colder layer below.
In the same way, trust in an author can seem solid until one small, seemingly minor event triggers a rapid decline.
However, if we look closer is becomes clear that this sudden decline didn’t actually happen suddenly. Instead, it resulted from the slow build up of small issues over time.
I came across this concept through this John Bull thread here, which explores how customer trust doesn’t erode in a predictable, linear way but rather builds up until it reaches a tipping point, at which trust suddenly collapses.
Bull highlights how businesses often fail to notice this tipping point forming because it happens over time through small, seemingly inconsequential actions.
The same applies to authors. Readers won't abandon you after one missed deadline or a controversial book, but over time, these small frustrations can add up to them breaching the thermocline layer and abandoning your brand.
As an author, you might delay a book release, miss a newsletter, or put out a book that doesn’t quite hit the mark, and your readers may forgive you. But each of these instances adds a little bit of weight to the relationship, and over time, if these things continue, trust begins to wear thin.
Additionally, it might take you additional time to fulfill a Kickstarter, or the book you deliver could not live up to expectations, or you suddenly stop updating your Patreon, or your direct store crashes, or you snipe at people who contact your customer service line, or any number of things, each of which move you closer and closer to the thermocline layer.
I am petrified of this layer, though I didn’t have the language to describe it until now. I’m obsessed with making sure people have a great experience with every interaction so they don’t ever come close to that thermocline level.
Every time we have to delay a launch or do something we know will irritate our audience, I fear we get closer to that layer and work extra hard to make it right with people.
Avoiding the trust thermocline as an author
I don’t want to get alarmist about this because frankly it takes a pattern of breaches to break through this layer, but it’s also why we need to be cognizant of it now. Buoying yourself and preventing this erosion is easier than the almost impossible task of pulling people back from the breach later.
Here are some easy ways to make sure you stay far away from the thermocline layer.
1. Consistency Over Time
Readers are forgiving of the occasional misstep. What they dislike is inconsistency over the long term. One (or more) missed release isn’t going to hurt you, but if people can’t trust you will deliver your book, they will eventually turn away from you. Just look at how fans talk about George RR Martin or Patrick Rothfuss now compared to how they first blew their deadlines, or ask a reader how they feel about not getting a Kickstarter book they ordered months ago without any word from the author.
2. Communicate Early and Often
Most readers are patient when authors are upfront with them. If you have to delay a release or make a major change to your content, give your customers a clear explanation. Proactive communication allows people to stay invested in the journey and makes it less likely that they’ll reach a breaking point. Remember, readers don’t expect you to be perfect. They just want to feel included and valued. And if you’ve built up goodwill over time, readers will overlook small issues.
3. Respect Reader Expectations
Your readers trust you to deliver a certain kind of experience. If you write cozy mysteries and suddenly release a horror novel in the series without any notice, you risk confusing and frustrating your readers. I call this “The Last Jedi syndrome”. I love The Last Jedi, but it’s not a Star Wars movie and breaks the brand promise people had built up with the series over decades. This doesn’t mean you can’t evolve as an author, but it’s important to manage transitions thoughtfully. Explain why you’re making a shift, and maybe offer your core readers a sneak peek to bring them along for the ride. Additionally, if you’re going to break your brand promise, start another series, or pen name, to explore it.
4. Engage with Reader Feedback
Readers reach the trust thermocline slowly, so pay attention to early warning signs from your audience. If readers are expressing dissatisfaction with certain elements, whether in reviews, comments, or emails, don’t brush them off. Addressing concerns early can help prevent those small grievances from building into larger ones. Think of it as fixing a leak before the dam bursts. That said, happy readers won’t make their opinions known very often. I can count on one hand how many readers reach out and tell me when they like something, and yet they always buy the next thing. When they are unhappy, though, they will make their dissatisfaction heard.
5. Bond with your readers
Preventing a breach requires understanding your audience on a deep level. Share insights into your process, your struggles, or your future plans. Bring them into the fold, so they feel emotionally invested again. Readers want to support authors they feel connected to, and if you show that you’re listening and engaging with them, they’ll likely give you another chance.
For authors, the trust thermocline represents a real risk, but it’s important not to let the fear of crossing it paralyze you. One mistake won’t lead to a loss of readers, nor will it cause them to abandon you tomorrow. Trust is built over time, and so is its erosion.
It’s the accumulation of unresolved issues that leads to a breach. But as long as you engage with your readers consistently, communicate openly, and respect their expectations, you’ll avoid crossing that critical point.
Additionally, what you measure you manage. So, if you’re aware of how your customers feel and make real efforts to maintain their trust and work in their best interest, you’ll have a lot of leeway.
Trust is not a fragile thing, but it needs care and attention. By understanding that the process is gradual and focusing on long-term relationship building, you can protect your reader base and ensure that trust remains intact.
What do you think?
Have you ever noticed small frustrations building up with an author or series you once loved? What was the final straw for you?
As an author, how do you handle reader feedback when things don't go as planned? Do you have strategies to rebuild trust if something goes wrong?
Reflecting on your own experiences as a reader, what keeps you loyal to an author, even when things don't go perfectly?
Let us know in the comments.
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I love the idea of the trust thermocline. Not just in author connection either. Thanks Russell!
I'm really worried about this. I have 4 kids 11 and younger and my life is anything but stable. I make plans, but these days they hardly ever happen the way they're supposed to. I'm open with my people about these challenges but I expect them all to get fed up and move on. Thank God that hasn't happened yet, but I keep expecting it to any day now.