Authors Marketing 2021

Meetup.com Designs to Attract Writers

As the title suggests, I focused  my efforts on writers, and I went several steps further in refining that field.  My specialty is as a Consulting Editor for Action writers suffering from Writer’s Block.  I will help transform their blocks into a genuine release of successful writing.

I crafted my language to always call this Action Writer’s Block as in one Meetup named: Lift The Siege On Your Action Writer’s Block; and another named: Discover the “Gold” Villain In Your Action Writer’s Block.  As the meetup Lift The Siege On Your Action Writer’s Block has 20 members after two weeks, it has sent me two visitors once, and one short visit from another (2.5 vists per 20 members) in two Meetups out of four scheduled weekly events.

Again, typical.

Of particular note, however in light of these sparse returns, is that as I was polishing up my new Meetup named: Discover the “Gold” Villain In Your Action Writer’s Block I was gaining new members faster than I could edit the page.

Learning: early joiners are there; and this is the magic of Meetup.  I just have to make it work magic for me.

Next: Time to get radical—another blood bath of members and Meetup pages.

Authors Marketing 2021

Meetup.com As Targeted Services Advertising Channel

No doubt eyebrows went up at the phrase targeted services.  Services?  Isn’t this about selling books?  Things?  Yes, but….

You will observe familiar problems that transcend services vs. things model of marketing.  I am pitching my services because authors need other revenue streams, and as we generally become subject matter experts in our researches, you can cash in on that too.  However, for those who are strictly concerned with selling books, I promise you valuable insights.

As I am the host to three Meetups, I bring you the experience of having hosted Meetups for 17 years.

My peak enrollment for any single Meetup was for a tech community focused on Artificial Intelligence.  There I had 165 members.  However, I never saw more than 12 at any one Meetup.  Of those, half were steady visitors.  I used all the methods at my disposal as advised by Meetup (they should know), and it never budged even with the most attractive of inducements: the $1,000,000 Netflix Challenge to design an algorithm to boost their film prediction accuracy (“Here’s another title you might enjoy”).

For that period of several months of Meetups (weekly), the number who participated varied little from that max of 12, more often 8 or 9.  Let’s call that a committed 5%, the rest were not even tourists who might wander in to see if we were within grasp of all that cash.

This is typical.  I have observed much the same spread of percentage numbers for all sizes of Meetups.  The lesson to observe by this simple observation is that you need 20+ members to see one face other than yours at a Meetup; and that is pushing the boundaries of chance.  I would say 50 members is roughly the ignition point of steady participation.  Again, this conservative upper limit comes with experience.

Just two months ago, I had 200 members in three groups, but with the pandemic, I had let them idle too long, and they obviously appeared mordant to the few that had visited within the last 6 months (about 60 of that 200).  I tried to revive those groups by funneling them into one Zoom session, but even the 60 were unmoved to respond.

I cast them all off and started over.  Three new slates—and your entry point into the process of starting your own author-branded Meetup.

Next: the story of those blank slates filled in.

Authors Marketing 2021

A&B Testing continued

This is an update on earlier trends.

I am running two ads on Facebook right now.  They have identical copy, but different graphic support.  They are also set to run 5 days, instead of over my previous 2-3 day dips.

My goal in the side-by-side advertisement designs was to differentiate reactions to obvious male-female gender roles portrayed in the graphics, and who, male/female, responded to them.  Facebook Ad Center gives me the ability to restrict my ad’s audience to these same genders (and age, and many other separables).  However, I did not restrict my audience in this run.

Male oriented graphic is in black and white (Dore).  Female oriented graphic is in full color (Titian).

These are my final results:

ALL $10 budgeted ads have found an audience of 1200, with one outlier (of 5) at 1700.

Male oriented (B&W) graphic draws an audience of 4:1 men:women.

Female oriented (Color) graphic draws an audience of 2:3 men:women

The proof of the pudding is in the click counts:

Male oriented (B&W) graphic draws a click count of 23

Female oriented (Color) graphic draws a click count of 43

So, the next round should focus on both sexes shown and in color (as in the Female oriented)

Authors Marketing 2021

A&B Testing

I am running two ads on Facebook right now.  They have identical copy, but different graphic support.  They are also set to run 5 days, instead of over my previous 2-3 day dips.

Performance differences are appearing at roughly the half way point.  But, first, those differences in content.

My goal in the side-by-side advertisement designs was to differentiate reactions to obvious male-female gender roles portrayed in the graphics, and who, male/female, responded to them.  Facebook Ad Center gives me the ability to restrict my ad’s audience to these same genders (and age, and many other separables).  However, I did not restrict my audience in this run.

Male oriented graphic is in black and white (Dore).  Female oriented graphic is in full color (Titian).

Male oriented graphic draws an audience of 3:1 men:women.

Female oriented graphic draws an audience of 1:1 men:women

However, the final numbers will be more meaningful.

Authors Marketing 2021

Facebook Ad Center

While running two ads, I discovered a remarkable reaction: Post Shares

Suddenly it all became clear.  A shared Advertisement is a Gold Vein that runs well beyond the advertisement’s time-slot.

Into the future, that one reaction is the sole purpose of my ad’s life.

My topics need to be Evergreen engaging—still snappy, and always current.

Authors Marketing 2021

Facebook Advertising

I have run four $10 advertisements on Facebook recently (over a three-four week span).

I wanted viewers to click a button that would lead them to my new Meetups, which, in turn, would lead them to my Patreon pages.

I reached 4097 people, in total.  I got 40 clicks, in total.  Individual returns went wide of that average.

My first Ad ran 1 day with no clicks. The accompanying text was vaguely addressed and limited to women.

My second Ad ran 2 days with 12 clicks.  The accompanying text was expansive and included men and women.  Men responded 2:1

My third Ad ran 3 days with 11 clicks. The accompanying text was repetitive and included men and women.  Men responded 2:1

My fourth Ad ran 2 days with 17 clicks.  The accompanying text was targeted (using a premise: “what if …”) and included men and women.  Men responded 4:1.

Take-Home

Targeted text, longer duration.

Authors Marketing 2021

Advertising Budget and Books Sold

Here, I am going to give an ensemble of responses to the questions
1) how much, percentage wise of income, do you spend on advertising?
2) How many books, ballpark, do you sell a month ?
3) How many kindle page reads?

2% … not making enough
5-10%
10% … 5-700
10% … sell 5-10
10-40% … 30 books
13-15%
15%
15-30% … 3000 sales … 29 mil pages read

25% … 200 copies
25-30% …1000
30% … 400 books … 800,000 page reads
30% … 3000ish sales … Million+ page reads.
35% …
25%-50% … 4,000 – 5,000 book
30% … 2000 sales … 3million page reads
40% … 2000-3000 sales … 5-10million page reads

45% … 250 copies … 200k page reads
50%
50% … 300 copies

60% … 1800 sales … 2.4 million KENP
80% … 50-60 book

There are a lot of loose ends to these numbers.  Some respondents had a deep catalog to advertise, and thus more material to sell.  Of note, however, is that budgeting your advertising expenses at roughly 30-50% appears to be a realistic figure.  What remains is how much you want to earn in the same period.

Action Writer’s Block

Discover the “Gold” Villain In Your Action Writer’s Block at my free meetup.

You are an action novelist with Writer’s Block, or you write in another genre where you are blocked on scenes of confrontation, crisis, or climax.

Discover how obstructions to your writing center around the unfilled and deeply rooted needs of your antagonist.

I am a consulting editor here to guide you through psychological, archetypal, and spiritual realms of crisis to face the source of obstruction.

Seize the golden opportunity of your discovery and confront your block much as your hero would challenge their antagonist and embrace this climactic learning moment.

Celebrate a rejuvenated freedom of expression and clarity achieved through accepting your antagonist’s genuine identity expressed in their authentic nature.

Action Writer’s Block

THE LIONHEARTED AUTHOR

THE WORLD AS WE KNOW IT
Writer’s Block is a metaphor for the underlying problem we will be working on together.
The Block is what impedes you; or surprisingly, what has you over-activated.
Impedance is found expressed in avoidance.
Activation is found expressed in deflection.
Both are emotionally tied into fear, shame, or disgust.
Culturally, they are tied into rejection or guilt.

INCITING INCIDENT
Intellectual puzzles and writing exercises are unsustainable and uninspired.

CRISIS
Life demands the Lionhearted Author: “Put your foot to the path!”
I am your guide through the six realms of rebirth and existence.
We will test your passion within the Chakra centers of your Kundalini spirit.

CLIMAX
You reclaim your strength from former obstructions.
I am here to exercise the tone of your psychological wholeness.
We will examine the challenge won in the archetypal Champion’s fulfillment.

RESOLUTION
Bring joy to our writing experience and fulfilling acceptance for our work.

Authors Marketing 2021

A Pitch In Five Act Format

THE LIONHEARTED AUTHOR

THE WORLD AS WE KNOW IT
Writer’s Block is a metaphor for the underlying problem we will be working on together.
The Block is what impedes you; or surprisingly, what has you over-activated.
Impedance is found expressed in avoidance.
Activation is found expressed in deflection.
Both are emotionally tied into fear, shame, or disgust.
Culturally, they are tied into rejection or guilt.

INCITING INCIDENT
Intellectual puzzles and writing exercises are unsustainable and uninspired.

CRISIS
Life demands the Lionhearted Author: “Put your foot to the path!”
I am your guide through the six realms of rebirth and existence.
We will test your passion within the Chakra centers of your Kundalini spirit.

CLIMAX
You reclaim your strength from former obstructions.
I am here to exercise the tone of your psychological wholeness.
We will examine the challenge won in the archetypal Champion’s fulfillment.

RESOLUTION
Bring joy to our writing experience and fulfilling acceptance for our work.

Authors Marketing 2021

Comps for the Author

Comps is a publishing stem-term with several possible meanings and applications, all of which go to how your work fits into the marketplace.  Doing this reveals your style, genre, and audience in a short-hand to industry pros.  It can also reveal how topical your story line is, offers an indication to how audience size might expand by timely proximity to headlines.

When you get serious about writing agents or publishers, both will want this done.  Your prospective agent will need comps to pitch your work to publishers, and publishing editors will need your comps to pitch to their circulation editor.

Comp can be described as the shortened version of the following.  You can choose to focus on one word, like comp-eting and build your list.  However, doing it for all variant meanings of comp will reward you more.

Comparison: titles of works that exhibit similar qualities found within your work.

Competing: titles of works that exhibit contrasting qualities found within your work.

Completing: titles of works that exhibit open-ended qualities finished within your work.

Complementary: titles of works that exhibit qualities that are different but fit those within your work.

The discussion of business competition is expected by every investor, and even though this isn’t strictly a Start-up Business Plan, you need to have knowledge of those who write in your genre.  By building your comp list, this exercise will function quite well for this business expectation which is a successful strategy.  It will also help clarify advertising campaigns that allow targeted ads (Amazon, certainly).

For my own work, I would draw comparisons to titles from Lee Child (Jack Reacher) and Gérard de Villiers (Malko Linge) as examples of action and espionage.

Authors Marketing 2021

Advertising

Well, that seems to get the cart before the horse, but I have arrived at this point with momentum already going, tests performed, lessons learned.  In fact, you can see the ad already posted on this Facebook page.  Its creation process makes a story of its own, but later.

The ad’s purpose is to drive audience to my Meetup group for “Action Writer’s Block.”  Further, it is part of my Marketing campaign for branding by identifying a very specific segment of writers.  The lesson here is to declare that community, and aim for them.

From all of the Business Plan headings I offer to cover, Marketing and who do I serve can be best seen in this Facebook ad’s (Boosted Post) audience profile:

Audience Details
Location – Living In United States
Age 45 – 65+
People Who Match Interests: Entrepreneurship or Writing, Education Level: College grad or Some college, Relationship Status: Married, Domestic Partnership or Widowed, Income: Household income: top 10% of ZIP codes (US), Life Event: Anniversary within 30 days, Upcoming birthday or Friends of Women with a Birthday in 7-30 days

Two day campaign:
Estimated Daily Results
People Reached
1.2K – 3.4K
Link Clicks
34 – 97

This is a short run that I have tested to the same purpose two weeks ago.  Net result of that campaign was no conversions.  This time I use new graphics oriented towards writers of action genre using the action term of siege as a metaphor for writer’s block.  There are other considerations of course, and even as I pressed the Publish button for the ad, I saw an improvement I can make next time.

My mistake in the text introducing the graphic was to repeat the button’s label which is an action “Lift Your Action Writer’s Block Siege.”  Next time, I will post an inciting phrase, “Are your action scenes bottled up?” that is solved through this action phrase as the button label.

Authors Marketing 2021

Where To Start?  The Tyranny of Choice

With the list of Business Plan headings posted and put out of the way, I had to choose one of the headings to cover.  If you are a linear person like me, you start at the top with the Executive Summary.

The Executive Summary is where you as the author (the entrepreneur in business terms) has to set the hook for your reader (the investor in business terms).  It is all about Ego (rewards in business terms) in promotion.

I can write with these flourishes because I have judged many Business Plans, and in scoring a plan, the Executive Summary is in an exalted position of every Business Plan.

However

There is another exalted position in every Business Plan, and it is consulted first.  It is the Financial Plan.  You fail at your writing here, then nothing else will be read.  So, this brings us back to where to start.  I will offer a new sorted list, and the solution is found in priority.

At this early stage, finish your high priority work before anything else.  My examples using less abstract annotation and more author specific guides will be posted.

1 Financial Plan (to show you know what real costs are)

1 Executive Summary (the reason for the investor to buy into your opportunity, and your ASK)

2 Management and Organization (biographies of principles)
2 Marketing Plan (which market, who competes, what advantage, what risk, when)
3 Startup Expenses and Capitalization (your ASK in comparison to your investment)
4 Company Description (what market or service sector, size, and position)
4 Products and Services (what do you have to offer?)
4 Operational Plan (how are you going to do this?)
never Appendices (no one reads this)

Authors Marketing 2021

The Business Plan part of this for me (a typical author of limited means) begins with this prodigious first level outline:

  • Executive Summary
  • Company Description
  • Products and Services
  • Marketing Plan
  • Operational Plan
  • Management and Organization
  • Startup Expenses and Capitalization
  • Financial Plan
  • Appendices

Authors Marketing 2021

4 November 2020: This is the beginning of this author’s journal in developing a marketing plan within a business plan.

But, before I embark upon this, this post is evidence of my efforts to tie my blog to Facebook postings on both my services site and my author’s site.  So, ongoing housekeeping is part of this first missive.  You should be mindful of taking care of business is one leg on the one legged milking stool.

Why do this?  Passing posts from my blog into Facebook?  It consolidates and controls the flow of message. This falls under the Business Plan heading of How Do You Plan To Do It?  And there is a second, more valuable business consideration, your asset: Intellectual Property.

There three forms of ownership on the web:

  1. Shared platform: social web sites can suddenly go dark (or, at least your pages);
  2. Rented platform: you pay for space to spread your content from others’ platforms;
  3. Owned platform: you spread your content from in your own platform.

Hence, my owned platform is the source of my messages, and the location of my landing page.

I want my owned platform material feeding Shared and Rented platforms.

In turn, I want Shared and Rented platforms to feed buyers to my my owned platform.

San Francisco Writers Conference

Another story worthy of mention is when I was briskly walking down Sutter Street to the conference at 7:45am Sunday morning. I was able to walk at my usual boyish pace where I could arrive at each corner as the light was about to change in my favor. I had done this hundreds of times while on TI, and the knack was with me.

When I stepped across Powell street, the sound of the ringing cable line beneath the street brought back memories of weekend Liberty getting underway.

I slowed to “smell the roses” so to speak. My pace altered. Soon, I stood at a corner next to a pan-handler.
“Cold day to start your job,” I said.
“I gotta do it so’s I can go to McDonald’s for breakfast.”

My partner had stuffed my pockets with bite-sized portions of some energy bar and a length of jerky. I pulled them all out and gave them to him. He thanked me. Then, as I turned to catch the changing light, he added:

“My doctor wants me to get rid of my accordion.”

I was hooked (as only an author can be). I turned away from the corner to re-join him. We were the only people on those cold streets’ intersection.

“How’s that?” I asked.
“I had hip surgery, and he doesn’t want me hauling a 50 pound accordion around. I busk on this corner. That accordion is Italian made with silver and precious woods.” He then did an impression of lugging it along the sidewalk with a distinct strain on his hip.

I took every bill out of my pocket ($20-$50) and placed it in his hand.

We were both struggling artists, even if our situations were different.

San Francisco Writers Conference

While attending the San Francisco Writers Conference last week, I went out to Treasure Island with my partner to show her the view of The City. Unfortunately, the entire length of the Avenue of the Palms was closed, and a high fence put up along the shore to obscure the view. It looks like the tear-down to create plush condos is proceeding with the vengeance of a Real Estate Mogul.

The story of the ride to this shot is worth sharing.

While in conversation with my cabbie, he said he was Filipino, and had arrived in The City in 1972 (the same time I left to join the USS Holland). He mentioned his rent for an apartment at the time was $400/month. I can attest to having to move to Hayward to afford the same sized apartment for $180.
Given the cost, and his challenging situation (looking for work to pay that cost), I asked why he moved here?
“It’s my home.”
“I thought you said you were born in the PI?”
“I was, and so was my father, but grandfather was an Army Cavalry man who fought in the insurrection (still going on, by the way). “Grandfather was a Buffalo Soldier.”

This brought me deep satisfaction to have heard his personal story of connection.

10th Step On The Character’s Ladder

I’ve been researching “compunction” for characters in my work while working on “The Striker” an installment of “X-Division Assignments” an espionage action story set in late 60s San Francisco.
 
It also bears upon many published news stories for the past two years.
 
The following comes from my last outline step:
 
10. Character tested for veracity of compunction
 
10.1. and Character reveals a wide ranging emotional display
10.1.1. including positive emotions, such as happiness and surprise
10.1.1.1. with leakage of genuine feelings from incomplete deception (feel embarrassed, feel genuine happiness, and let a smile slip)
10.1.1.1.1. as in false remorse
 
10.1.2. with deceptive or falsified emotions overcompensated in their emotional performance
10.1.2.1. as in false remorse
 
10.1.3. with a large number of speech hesitations that cued deceptive apology
10.1.3.1. as in false remorse
 
10.2. and reveals narrow range of emotional display
10.2.1. for remorse (showing sorrow)
include a detailed account of the offense
10.2.1.1. responsibility (showing connection)
acknowledgment of the hurt or damage done
10.2.1.1.1. reparation (showing care)
restitution, compensation or token gesture in line with the damage that one has caused
10.2.1.1.1.1. resolution (showing closure)
expression of a credible commitment to change

The Tenth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity

3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Ninth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Eighth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Seventh Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Sixth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Fifth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Fourth Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Third Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The Second Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does first irretrievable step mean for other characters—if they were to have their own ladders?

In terms of the protagonist, there are several interpretations.  Here is one.

In the standard mystery, where the protagonist is a detective, then this rung of the ladder would represent that action taken that exposes the protagonist’s examination of the events to the antagonist.  Here, the canon of mystery writing presents a very schematic approach to the application of the fifth rung to this other character, but this application hardly fits all writing genres.  For them, I consider:

In terms of minor characters (being neither the protagonist nor the antagonist), I will generalize how this rung is employed.

The fifth rung is about the possibility of others discovering the intentions of the character.  Abstractly, it could mean an action taken by the character that has a strong connection that can be traced back to the character.  In a family-drama, it could be the filing of divorce papers by a spouse.  This presumes that the motivation for divorce was hidden (and it may well remain that way).  It follows that having done this, the next rung is divorce.

The First Rung of the Character’s Growth Ladder

10. Reconciliation
9.   Separation
8.   Denial
7.   Disruption
6.   The reversible step into the Danger zone
5.   The first irreversible step into the Risk zone
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What does the motivation step mean for other characters—if they were to have their own ladders?

If you have arrived here from the Murderer’s Ladder, then motivation could easily be anticipated as being revenge driven.  However, this does not remove that same possible drive from other characters—especially the murderer’s henchmen.

Alternatively, motivation could be inspired out of compassion … from the murderer, the murderer’s henchmen, the murdered, the investigator, others, or all.  That is to say that motivation is individual and could be as similar or as different as those individuals.  None have been put to the test of their motivation, that remains at the next step of Temptation.

As a general observation, however, most motivations can be examined and unwound to simpler motivations that arrived early in the character’s life.

Thoughts on the Use of An Author’s Inspiration

As I may have stated elsewhere, I proceed along one track alone even when I have several projects open.

This is a rare exception where I am progressing through the first of my X-Division Assignments series and I have shifted my antagonist role into a character I had originally thought of as being tertiary (not even secondary, and far from primary).  However, that shift needed to be supported by a robustness not originally built into this character.  What to do?

This is where I changed hats and approached the “what to do” problem through my seeing how The Murderer’s Ladder could fit into the scope of An Author’s Inspiration.  In that regard, I have introduced a new data file.  My current design for this character (called Smith) is found in Smith.ladder, as follows:

Smith’s motivation is due to loss in security through Soviet’s torture of brother in North Korean captivity.

Smith’s temptation to pursue revenge arrives in the form of the Soviets adding a mission in SF.

Smith establishes plan to poison Russian consul.

 

Smith is presented with an opportunity to proceed with plan through discovery of cache of lost radioactive isotopes from the early 50s.

Smith’s first irretrievable step is taken by bringing pressure upon the discoverer Hickey to conspire and keep secrets.

Smith uses a new confederate Sanderson to engage in poisoning Hickey, then an attaché for rehearsal.

Smith does not fly from the scene of conflict but instead shelters Sanderson and manipulates the crime scene.

Smith being unobstructed tries to complete the assault on the Russian consul.

Protagonist tests Smith’s false suspects for the validity of their being suspected.

Protagonist traps Smith in false, confused, or overlooked clues.

Some of this may appear cryptic (e.g. SF means San Francisco and is easily substituted in my mind), or in a contorted sentence construction (loss in security–the family was attacked through one member’s torture).  Such are the benefits and down-sides of keeping things short, but accessible.

The Murderer’s Equation: The Energy Equation of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

The topic line is sure to provoke head scratching—it is drawn from engineering where energy is conserved or lost to entropy.  Allow that the word entropy is not one that either an engineer, writer, or reader aspires to, so all groups would be better served if they understood the dynamics of the energy flow going up the ladder.

Motivation is the well from which the murderer’s principle energy is drawn.  In all worlds, engineering and art, motivation is about energy’s source and energy’s intended use.  Energy is transferred, but its waste through neglect in the writer’s or the engineer’s craft is rarely acceptable.

What is the energy equation?

total energy = energy taken – energy used – energy lost = 0

where both the engineer and the author seek to achieve:

energy taken = energy used

energy lost = 0

How does this translate into the murderer’s ladder—rung-by-rung?

What is the murderer’s equation?

murderer’s energy = 1 + 2 + 3 + 4 – 5 – 6 – 7 – 8 – 9 – 10 = 0

As can be seen, the well of energy is deepened by rungs 2, 3, and 4; but they account for little of the total energy available to the murderer which is found at the first rung of motivation.  Temptation (rung 2) and opportunity (rung 4) are driven by chance.  The energy from these rungs are sparks compared to rung 1’s flame of motivation.  Planning (rung 3) solidifies motive, and is a greater energy contributor than rungs 2 and 4, but it is still a small amount as plans do not have the same passionate energy as does motivation.

So, what happens when we look at this part of the equation:

– 5 … – 7 – 8 – 9 – 10

Each of these rungs on the ladder drain energy that could have been spent at rung 6, the murder, where the natural source of energy is intended to being consumed.  Rung 5 is the murderer’s energy expended because the murderer did not simply thrust the knife on the first opportunity (skipping over opportunity, rung 5, and plunging on).  Rung 5 drains the energy available to perform the murder.  In all regards this amount is negligible, but can be monumental in a hesitant (under-motivated) murderer.  This hesitation, of course, could make its own story.

For some motivations, the revenge story for instance, there should be no energy available for rungs 7, 8, 9, and 10—as passions would dominate all action, and passion would be completely drained at the ultimate act at rung 6.  The passion of revenge needs no escape, no containment of evidence, no false suspect.  Thus, the revenge story would have only 5 rungs, not 10.  This would be our equation, then:

murder’s energy = 1 + 2 + 3 + 4 … – 6 = 0

However, if this is more than a story, such as a revenge epic, then an epic is larger than a single act of murder.    An epic spans time or place and consists of many actions with many sources of motivation.  This would be the story of a serial murderer.  A simple serial revenge (Hatfields vs. McCoys) might look like:

murder’s energy = 1 + 2 + 3 + 4 – 5 – 6

+ 1 + 2 + 3 + 4 – 5 – 6

+ 1 + 2 + 3 + 4 – 5 – 6 – 7 – 8 – 9 – 10 = 0

where three murders are performed after three visits to the well of motivation—and presuming surplus energy was drawn to contend with the authorities after this string of murders.  Consider that the murderer is going to the well absolutely exhausted the second and third time.

As a twist, consider the psycho’s serial murder equation:

murder’s energy = 1 + 2 + 3 + 4 – 5 + 6

+ 3 + 4 – 5 + 6

+ 3 + 4 – 5 – 6 – 7 – 8 – 9 – 10 = 0

where the psycho’s motivation comes from murders which build a surplus of energy used in subsequent murders.  The psycho’s energy does not flag because the act of murder is their second source for energy.  However, all serializations come to an end.

This structure also suggests how complex plots can be energized, and that through successive murders, the psycho might reach for stronger victims of higher energy need.  So, returning above to the psycho’s serial murder equation, the first murder had a reserve of energy afterward.  The second murder did too.  Those two reserves of energy were sufficient to accomplish the third, but the consequences were inevitable.

Case of the Missing Loose Threads

10.
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

What is the murderer’s ladder without a wrap-up?

The object of missing clues and loose threads may have been resolved earlier.  This makes things (including the reader’s experience of reading) predestined.

As such, we have a predictable murderer.  There was never a mystery about who the murderer is, and the reader probably even knows the murderer’s complete ladder, instead of discovering the murderer at rung 5 or 6.

Case of the Missing False Suspect

10. The necessity for eliminating the little overlooked clues and loose threads
9.  
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

The False Suspect is more a convention of taste and times when it appeared.  A False Suspect is useful, but could also be an unnecessary plot elaboration.

The type of murderer that climbs past this rung in the ladder probably wouldn’t miss it.  However, an insecure murderer might be at a loss.

 

Case of the Missing Cover-Up

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.  
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

First, is a cover-up necessary?  Not for the assassin.  The false suspect provides enough distraction for a clean getaway.  No other details need addressing.

 

Case of the Missing Flight

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.  
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

What kind of murderer does not resort to flight?  This doesn’t include the subterfuge of going to jail on a lesser crime.  No, this has remoteness built in so that flying away is unnecessary.  Does that mean the murderer sticks with the corpse?

No, this could fit the role of the master criminal murderer accomplishing murder to their plan through others.

Removing the element of remoteness, necessarily brings the murderer back into the same room with the corpse, but with the murderer now straightening up—scene building—and roping in the False Suspect (now very necessary).

Case of the Missing Murder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.  
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

What is the murderer’s ladder without a murder?

This could be found in the realm of the missing corpse.  But what if there is no suspicion of there being a corpse?  Could it be a confession to an unknown murder?  Could this be a mystical murderer?

 

Case of the Missing Irretrievable Step

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.  
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motive

The leap from opportunity to killing shows immediacy, and the plunge past the point of no return.

There is no hesitation in the murder, it must be a passionate murderer who does this.

Case of the Missing Opportunity

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.  
3.   The plan
2.   Temptation
1.   Motive

What is the murderer’s ladder without opportunity?  Every detective moves forward on motive, means, and opportunity being the three supports to a murder.

The first irretrievable step being a leap, without timing or blending is another mark of the amateur murderer.  Or this could be the plunge of a romantic murderer.

 

Case of the Missing Plan

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.  
2.   Temptation
1.   Motive

What is the murderer’s ladder without a plan?

The opportunity is merely a second temptation, and thus falling to temptation, this must be the amateur murderer.

 

Case of the Missing Temptation

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.  
1.   Motive

What is the murderer’s ladder without temptation?  Every detective moves forward on the motive of the criminal, just as they count off their suspicions in that the suspect had the motive, means, and opportunity (fled the scene, resisted arrest, etc.).

This a professional murderer.  The temptation is anticipated by the motive (the need for money), and the remaining ladder steps (at least to actual murder) are expected to be performed professionally (and even the problems that may crop up during and after).

How is the professional murderer distinct from the psychotic murderer?  The professional may be psychotic; but the psychotic is not professional.

If the absence of temptation so closely hews to psychology, it could also be the hallmark of the romantic murderer.  However, this would an obsessive, romantic murderer.

The Case of the Missing Motive

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.

What is the murderer’s ladder without motive?  Every detective moves forward on the motive of the criminal, just as they count off their suspicions in that the suspect had the motive, means, and opportunity (fled the scene, resisted arrest, etc.).

This could be said to be the psychotic murderer’s ladder.

As the psychotic murderer has no personal stake in the murder, it must come from another source (a syndicate, or well placed or wealthy individual putting out a contract on the victim; possibly from the victim).  It might be argued that the contract price is the motivation for the murderer—but, no.  The contract’s price is simple business decision.  If a contract murderer did it for free, then there would be a motive for the murderer to deviate from business practices.

There is another perspective that comes from Strangers on a Train, by Patricia Highsmith.  There two murders are performed by swapping victims between the two murderers so that motives are lost, means are lost, and opportunities are lost when unassailable, simple alibis are provided.

 

The Necessity for Eliminating the Little Overlooked Clues and Loose Threads, the tenth rung on The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is the necessity about?

Loose threads have tripped up the antagonist into creating or explaining a rat’s nest of  counter-theories that fail to match up with the known facts.

This is the denouement between antagonist and protagonist.  The antagonist manipulates situations, people, and facts to try to piece together a rationale that removes the antagonist from suspicion or pursuit.

The protagonist has a complete view of the crime, and command of all the facts in a complete time-line that refuses forced insertions or deletions by the antagonist, or the antagonist’s agents.

The necessity contains the basic elements of who, what, where, when, and why.

The who: The antagonist and characters in conclusion.

The what: Examining the antagonist.

The where: Here.

The when: During the investigation.

The why: The antagonist’s need for personal distancing.

There is no more that can be done by the antagonist.

The antagonist is under absolute stress of imminent failure.  Thus, at the elemental level it engages either anger or fear.

The False Suspect, the ninth rung on The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is the False Suspect?

This is a character who fills many essential traits as antagonist, but not all.

In the closing rounds, there are several possible candidates, characters who could be the unknown antagonist.  Investigation, events, or competition reduces that pool.

The false suspect contains the basic elements of who, what, where, when, and why.

The who: Characters showing similarity to the antagonist.

The what: Examining each as suspect.

The where: Here.

The when: Closing the investigation.

The why: Narrow in on the antagonist.

More that may be needed is for the antagonist to argue away the loose threads that connect to the killing.

The antagonist is under a high stress of anticipation of failure.  Thus, at the elemental level it engages either anger or fear.

The Flight, the seventh rung of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is the flight?

For the antagonist, flight (not necessarily escape) can vary from on-the-run if they become a suspect—to psychological distancing if the antagonist remains, but feigns innocence.

If all goes well, this is part of the antagonist’s plan that follows the commission of the crime.

If the protagonist is involved, then the antagonist may be forced to improvise.  The antagonist’s improvisations to cover up the crime and its association to them will undoubtedly include personal characteristics that conflict with the details offered in the cover up.

The flight contains the basic elements of who, what, where, when, and why.

The who: The antagonist and other characters.

The what: Distancing.

The where: Here or away.

The when: Following the killing.

The why: The antagonist’s apparent remoteness as alibi.

More that may be needed is for the antagonist to control the evidence.

The antagonist is under a high stress of near failure.  Thus, at the elemental level it engages fear.

The Actual Killing, the sixth rung of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is the actual killing?

The antagonist is fully acting on the plan to completion.

This may be one of the entry points for the protagonist as witness, secondary victim, or investigator.

Here, the antagonist either moves on in obscurity through successful planning, or meets with unforeseen obstacles through which they must play it by ear, or become ensnared in their obvious fulfillment of their motivation.

If the protagonist is involved, then the antagonist may be forced to improvise.  The antagonist’s improvisations to ill-adjust the plan will undoubtedly include obscured, but personal characteristics that conflict with the details revealed in the crime’s commission.

The actual killing contains the basic elements of who, what, where, when, and why.

The who: The antagonist and the victim.

The what: Murder.

The where: Here.

The when: Now.

The why: The plan’s promise of relief.

All that is needed is for the antagonist to move away from the scene (fly, escape).

The antagonist is under the greatest stress of anticipation of discovery or capture.  Thus, at the elemental emotional level it engages either anger or fear.

The First Irretrievable Step, the fifth rung of the Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is the first irretrievable step?

This is the point within the time-line where the antagonist’s action cannot be taken back.

This step may not involve the actual commission of the act necessary to supply the needs of the antagonist’s motivation.  However, this step, if observed, will reveal motivation or the goal behind motivation.

The first irretrievable step contains the basic elements of who, what, where, when, and why.

The who: All the characters are in their societal roles.

The what: All have convergent motivations.

The where: Here.  The stage is set.

The when: Now.  The curtain is about to rise.

The why: Pain is still near and relief might be achievable.

All that is needed is for the antagonist to engage the plan fully.

The antagonist is under the greatest stress of anticipation of success or failure.  Thus, at the elemental level it engages either joy or fear.

The Opportunity, the fourth rung of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is opportunity?

It is a new or repeated temptation that fits into the plan, but is yet to be completely acted upon.

Given a good plan, when opportunity arises, the antagonist can be assured that the wheels of the plan will turn smoothly and lead to the fulfillment of motivation’s needs.

Opportunity contains the basic elements of who, what, where, when, and why.

The who: All the characters are in their societal roles.

The what: All have convergent motivations.

The where: Here.  The stage is set.

The when: Now.  The curtain is about to rise.

The why: Pain is still near and relief is achievable.

All that is needed is for the antagonist to enact the plan.

The antagonist is under the subdued stress of anticipation of success or failure.  Thus, at the elemental emotional level it engages joy (because the motivation pay-off is possible).

The Plan, the third rung of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

The plan is the structuring of motivation to use the components of temptation to anticipate probable opportunity.

The plan needs to cover the who, what, where, why, and when of action.

The who: the antagonist and temptable characters.

The why and what: found where the motivations of the antagonist and tempted characters converge.

The where and when: as observed in the temptation

What is needed next is an opportunity that looks much like the temptation that was offered in rung 2.

The antagonist is under a modest stress of optimism where temptation proves there are opportunities.  Thus, at the elemental level, planning engages the emotion of joy.

The Cover Up, the eighth rung on The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9. The false suspect
8. The cover up
7. The flight
6. The actual killing
5. The first irretrievable step
4. The opportunity
3. The plan
2. Temptation
1. Motivation

What is the cover up?

This is work on diminishing all connections of the antagonist to the crime.

If the protagonist is involved, then the antagonist may be forced to improvise.  The antagonist’s improvisations to cover up the crime and its association to them will undoubtedly include personal characteristics that conflict with the details offered in the cover up.

The cover up contains the basic elements of who, what, where, when, and why.

The who: The antagonist and characters in pursuit.

The what: Examining the evidence.

The where: Here.

The when: During the investigation.

The why: The antagonist’s need for evidential distancing.

More that may be needed is for the antagonist to frame a character as suspect.

The antagonist is under a high stress of anticipation of success or failure.  Thus, at the elemental level it engages fear.

Temptation, the second rung of The Murderer’s Ladder

10. The necessity for eliminating the little overlooked clues and loose threads
9.   The false suspect
8.   The cover up
7.   The flight
6.   The actual killing
5.   The first irretrievable step
4.   The opportunity
3.   The plan
2.   Temptation
1.   Motivation

What is temptation?

It is the imagining of motivation’s needs being fulfilled.

Temptation, as a social interaction observed by the antagonist, contains the necessary elements to lead to the antagonist’s preferred outcome.  Those elements are the who, what, where, why, and when.

The who: characters that can act on the antagonist’s needs.

The what: needs of the characters that mirror those of the antagonist.

The where: the setting of the characters’ social interaction is suited to the antagonist’s preferred setting.

The why: the characters display flaws (their own motivations) that can be manipulated.

The when: the characters’ social interaction exhibits a problem that is not isolated in time, it remains unsolved, and it can resurface later to the antagonist’s advantage.

The antagonist’s observed social interaction’s outcome may not be the preferred one, but the antagonist appreciates the temptation of being able to prompt the characters, stage the setting, and direct the action.  This only requires planning.

The antagonist is under a modest positive stress (eustress) of release.  Thus, at the elemental level it engages joy.