Unintended consequences - the spam that roared
An outcome that was definitely NOT what the spammer intended.
As I have mentioned before on this platform, I get bombarded with spam emails as an author. I often get around 8-10 a day, feigning interest in ‘my book’ (which they often fail even to name); offering me AI-generated marketing advice or suggesting I might like to give a talk on their podcast, radio show, or at their book club. All these spam emails are simply trying to get me to respond, so they can lead me down a funnel that ends with them taking my money and giving little or nothing in return.
But just occasionally, something unexpectedly good comes from such an intrusion. So I thought I would share the story…
I was working on my PC a few days ago when an email popped into my inbox - not even my spam folder, which was suspicious in itself. It purported to be from a developmental editor, someone claiming to have read my work and offering editorial services. Standard spam, in other words. Except for one small detail.
She (it?) mentioned a book title that was not even mine.
I laughed out loud. Here was someone trying to convince me she was familiar with my work, trying to build credibility through specific knowledge of my books, and she’d got the title completely wrong. It was like a con artist trying to blackmail you by threatening to reveal a secret you don’t have (I used to get a few of those as well). The incompetence was almost impressive.
This is what I find both amusing and infuriating about spam. They’re trying so hard to personalize their approach, to make you think they’ve actually read your work and understand your needs, and yet they can’t even be bothered to check what your actual books are called.
Out of casual interest - and because I’m a publisher who can’t help investigating these things - I googled the editor’s name. And up came her website. A proper, professional, legitimate website. Complete with testimonials, case studies, and information about her services. So I forwarded the spam email to her and told her she was being identity-hacked. Someone was using her name and credentials to send out bogus emails to authors. She needed to know.
She responded quickly, asking me to report it to Google (which I did) and suggesting I watch her video on spamming (which I also did). As a result, we got into a conversation. Not a sales pitch conversation, but an actual dialogue about the spam problem and what legitimate editors have to deal with when scammers use their identities.
But I did check her services. Her approach to developmental editing seemed thoughtful and professional. Her rates were reasonable. Her testimonials sounded valid. She had a clear process and seemed to genuinely care about helping authors improve their work.
Which meant that from a piece of spam - a fraudulent email using her identity to scam authors - came an unexpected positive outcome. I now have a developmental editor on my radar as a possible resource for future projects. Someone I might actually want to work with.
Who would have thought?
The whole thing is deliciously ironic. Someone tried to scam me using a fake email impersonating this editor. They failed spectacularly because they couldn’t even get my book title right. But as a result of their failure, I discovered the actual editor they were impersonating, and she turned out to be genuinely useful.
This is what I mean by unintended consequences. In a world where we’re constantly being sold to, constantly being targeted by marketing campaigns and spam emails and fake testimonials, sometimes the accidental good outcomes are what stick with you. And when the time comes that I need developmental editing, she’ll be one of the first people I contact.
All because some spammer couldn’t be bothered to check what my books are actually called.
So here’s a small thank you to all the incompetent spammers out there. While you’re trying to scam me with your generic emails and non-existent services, you’re occasionally directing me towards real professionals who are actually worth knowing.
It’s not a business model I’d recommend.
But the irony is delicious.
5 Minute Break is taking the summer off - to try and have a rest from constantly being annoyed by… pretty much everything.
Look out for new rants in coming in September. Meanwhile, do try to enjoy your summer…
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Jonathan is a publisher at Winter & Drew Publishing.
Are you looking to self-publish your book - excited by the high royalties as well as being able to keep your rights and creative control? But… you’re not sure how the process works? Mistakes can be costly and add delays. This is where we can help. Winter & Drew will support you through the process - making it potentially faster and cheaper. Plus you get the credibility of having a publisher for your book.
Check our submission process at Winter & Drew Publishing.
