Law #17: Keep Others in Suspended Terror: Cultivate an Air of Unpredictability — A Writer's Guide

The seventeenth law in The 48 Laws of Power, "Keep others in suspended terror: Cultivate an air of unpredictability," is about mastering the art of surprise and intrigue. For writers, this principle is a goldmine. It applies to crafting compelling stories, keeping your readers hooked, and even building your brand as an author. Predictability can be a death knell in a crowded marketplace, but unpredictability—when done strategically—commands attention and keeps people invested.

Here’s how you can harness unpredictability to enhance your writing career and storytelling.

Unpredictability in Storytelling

A story that’s too predictable loses its grip on the reader. Surprises and twists, however, keep audiences turning pages and talking about your work.

1. Subvert Expectations:

• Take common tropes or cliches and turn them on their heads.

• Example: George R.R. Martin’s A Song of Ice and Fire became iconic because he consistently defied fantasy conventions, killing off beloved characters and dismantling traditional hero arcs.

• Application: Identify where your story might feel too predictable and brainstorm ways to surprise your readers while staying true to the narrative.

2. Use Plot Twists Wisely:

• A well-timed plot twist can redefine the entire story.

• Example: Gillian Flynn’s Gone Girl hooks readers with a mid-story twist that completely reframes the characters and their motivations.

• Application: Seed subtle clues that make the twist feel earned but not obvious. Test your twist on beta readers to gauge its impact.

3. Create Layered Characters:

• Characters who act unpredictably yet believably keep readers intrigued.

• Example: Walter White in Breaking Bad evolves unpredictably from a mild-mannered teacher to a ruthless drug lord, yet every step feels plausible.

• Application: Give your characters conflicting motivations or hidden layers that reveal themselves over time.

Keeping Readers Hooked

Unpredictability isn’t just for the story—it’s a powerful tool for building anticipation and engagement with your audience.

1. Tease Surprises:

• Build suspense by hinting at revelations without giving everything away.

• Example: Authors who share cryptic updates on upcoming projects generate curiosity and excitement.

• Application: Use your newsletter or social media to drop hints about your next book, creating intrigue without spoiling the surprise.

2. Experiment with Formats:

• Unpredictability can extend to how you present your work.

• Example: Mark Z. Danielewski’s House of Leaves uses unconventional formatting to create a reading experience that’s as unpredictable as the story itself.

• Application: Consider experimenting with nonlinear narratives, mixed media, or unconventional structures that enhance your story’s themes.

3. Release Unexpected Content:

• Surprise your audience with bonus content, short stories, or spin-offs.

• Example: Brandon Sanderson’s surprise Kickstarter campaign for four secret novels delighted fans and became a massive success.

• Application: Plan occasional surprises for your audience to keep them engaged and invested in your work.

Unpredictability in Branding and Marketing

A touch of unpredictability in presenting yourself as an author can make you stand out in a crowded market.

1. Build an Intriguing Persona:

• Cultivate an air of mystery or excitement around your author brand.

• Example: Authors like Thomas Pynchon and Elena Ferrante maintain anonymity, adding intrigue to their work.

• Application: You don’t have to be anonymous, but you can craft a persona that sparks curiosity and sets you apart.

2. Break the Mold:

• Avoid following every trend or doing what’s expected in your genre.

• Example: Chuck Palahniuk’s provocative and unconventional marketing for books like Fight Club has made his brand synonymous with edgy, thought-provoking fiction.

• Application: Identify ways to market your work that feel fresh and unique to your style.

3. Be Unpredictable in Engagement:

• Surprise your audience with unconventional interactions.

• Example: Neil Gaiman’s offbeat and thoughtful responses to fan questions create memorable experiences for his readers.

• Application: Engage with your audience in personal and unexpected ways, leaving a lasting impression.

Navigating Industry Relationships

Unpredictability can also give you an edge in professional interactions. By keeping others guessing, you can maintain leverage and avoid being underestimated.

1. Be Strategically Unpredictable:

• If people can’t anticipate your next move, they’re less likely to take you for granted.

• Example: An author who negotiates selectively and strategically is harder to undervalue.

• Application: Be deliberate about when and how you share information about your projects or career plans.

2. Balance Reliability with Surprises:

• While being unpredictable can be powerful, reliability is still crucial in professional relationships.

• Example: Deliver your manuscripts on time but occasionally exceed expectations with an extra marketing idea or bonus content.

• Application: Use unpredictability to exceed expectations, not to undermine trust.

3. Adapt to Changing Dynamics:

• The ability to pivot and act decisively when circumstances change makes you more dynamic and respected.

• Example: Authors who embraced self-publishing or digital platforms gained an advantage over those who stuck rigidly to traditional models.

• Application: Stay flexible and open to new opportunities, even unexpected ones.

Avoiding Pitfalls

While unpredictability is powerful, it can backfire if overused or misapplied. Here’s how to wield it responsibly:

• Don’t Sacrifice Clarity:

  • Too much unpredictability can confuse your readers or collaborators.

  • Solution: Ensure your surprises enhance rather than detract from the story or relationship.

• Avoid Being Erratic:

  • Unpredictability should feel deliberate, not chaotic.

  • Solution: Plan your surprises carefully and ensure they align with your goals.

• Balance with Consistency:

  • Readers and collaborators still need to trust you to deliver.

  • Solution: Be reliable in your commitments while keeping your creative choices dynamic.

Conclusion: The Art of Keeping Them Guessing

Law #17, "Keep others in suspended terror: Cultivate an air of unpredictability," reminds us of the power of surprise and intrigue. As a writer, unpredictability can captivate your readers, elevate your brand, and give you an edge in the industry. By using it strategically and thoughtfully, you can keep people engaged and invested in your work.

In the next installment of this series, we’ll explore Law #18, "Do not build fortresses to protect yourself—isolation is dangerous," and how building connections can strengthen your writing career. Stay tuned for more insights into The 48 Laws of Power for writers.