INI: WRITING IS SELLING

Oleh: MUCH. KHOIRI

“Everybody lives by selling something,” ungkap Robert Louis Stevenson (1850-1894), novelis, penyair, esais, dan penulis perjalanan Skotlandia. Penulis yang sangat inspiratif itu menegaskan bahwa setiap orang hidup dengan menjual sesuatu.

Sesuatu di sini, tentu, bisa diisi dengan apapun yang bisa ditransaksikan dalam hitungan nominal dan non-nominal. Saking luasnya, sesuatu itu bisa diganti dengan sebarang “kata benda” yang produktif. Dan ia jelas dilakukan oleh setiap orang yang masih hidup.

Ya, setiap orang, tanpa kecuali, menjual sesuatu dalam hidup ini: gagasan, produk, jasa, keterampilan, talenta, atau kesempatan. Menjual kepada siapa? Tentu, kepada “calon konsumen” dari apa yang dijual. Ada transaksi antara penjual dan pembeli “sesuatu”, dan akhirnya akan terjadi penjualan, penundaan, atau penolakan.

Menulis, hakikatnya, juga menjual sesuatu gagasan, dengan mendeskripsikan, menarasikan, memaparkan, atau mengargumentasikannya. Tujuan utamanya untuk meyakinkan pembaca agar menerima gagasan itu. Penulis menjual, pembaca membelinya. Jika diterima, gagasan itu laku, dan jika ditolak, gagasan itu layu.

Gambar: Dokumen Pribadi

Dalam sejarahnya, Stevenson adalah “penjual” karya yang luar biasa. Pengaruhnya dalam dunia sastra begitu luas dan abadi. Sebagian pengagumnya para pemenang hadiah Nobel Sastra, di antaranya Jorge Luis Borges, Ernest Hemingway, and Rudyard Kipling. Belum lagi para pecinta sastra yang tersebar si seluruh dunia. Maksudnya, ibaratnya, barang dagangannya dibeli oleh begitu banyak orang.

Tentu saja, siapapun boleh meneladani Stevenson. Ungkapan tersebut diucapkan karena dia telah menjalaninya. Dia telah menunjukkan keteladanan. Karya-karyanya hebat, itulah pula yang menjadi basis kemasyhurannya sehingga dia menerima anugerah berbagai hadiah sastra.

Maka, menulis yang berpengaruh adalah menulis dengan berbagai kekuatan. Kekuatan itu terpancar, bukan hanya karena mutu gagasan, melainkan juga kemasan gagasan dan penggunaan bahasa yang meyakinkan. Di mana, siapa, dan bagaimana menjualnya juga amat menentukan laku-tidaknya tulisan itu.

Tentu saja, produk tulisan yang diciptakan haruslah bagus, jangan asal-asalan. Inilah modal awal bagi katerjualan sebuah tulisan. Mutu tulisan adalah harga mati (fixed price), tak bisa ditawar-tawar lagi. Selagi kualitas bagus, jika dijual dengan cara tepat, hasilnya akan menggembirakan. Semut selalu mencari gula manis, karena baginya rasa manis sangat menarik dan melenakan.

Kemasan juga penting. Gagasan bagus tidak akan menarik pembaca jika penyajian tulisan, termasuk logika dan bahasa, tidak menarik dan salah terap. Banyak tulisan gagal terbit gara-gara kegagalan penulis dalam mengelola dan mengolah gagasannya. Sebaliknya, gagasan sederhana bisa “menjual” karena ada sentuhan kemasan yang sangat menarik.

Bukan itu saja, menulis harus pula dibarengi dengan keterampilan menjual tulisan dengan proaktif, efektif, dan percaya diri. Banyak media tempat menjual tulisan, di antaranya website, blog, medsos, seminar, jurnal, dan buku. Semakin banyak orang yang membaca karya kita, semakin banyak kemungkinan melakukan transaksi, semakin besar pula angka penjualannya.

Banyak keteladanan yang bisa dipetik dari para penulis dunia dan nasional. Stevenson, Borges, Hemingway, Kipling, dan sederet sastrawan dunia telah membuktikannya. Jika Shakespeare “menjual” karyanya, sejunlah 34 buku, maka kita jangan sampai cepat puas diri. Entah berapa karya yang ditulis Hamka, Pramoedya Ananta Toer, Putu Wijaya, Emha Ainun Nadjib, dan para penulis prolifik negeri ini yang karyanya bertebaran di mana-mana.

Maka, kini saatnya kita membekali diri dengan niat kuat untuk lebih banyak menulis. Targetnya, pembaca harus membeli penawaran gagasan yang disampaikan. Bahkan, setelah membeli gagasan kita, mereka juga akan menjual gagasan mereka ke pembaca yang lebih luas. Siapa tahu kita menjadi agen kontinuitas pengetahuan dari generasi ke generasi.*

Author: admin

MUCH. KHOIRI adalah dosen Kajian Budaya/Sastra dan Creative Writing, sponsor literasi, blogger, certified editor & writer 74 buku dari Unesa. Di antaranya "Kitab Kehidupan" (2021) dan "Menjerat Teror(isme): Eks Napiter Bicara, Keluarga Bersaksi" (2022).

377 thoughts on “INI: WRITING IS SELLING”

  1. Pak Guru Untung says:

    Terimakasi, bukunya masih proses saya baca. Tinggal separuhnya. Sangat luar biasa, menginspirasi.

    1. admin says:

      Oke, Pak Guru Untung, semoga bermanfaat.

  2. Sriyatni says:

    Sebenarnya pingin kayak Abah konsisten menulis setiap hari, apa daya masih komitmen membantu guru-guru di Dinas Pendidikan untuk berkarya, ya jadi editor ala-ala Abah, supaya buku teman-teman layak terbit, setahun ini hampir 100an buku, bismillah

    1. admin says:

      Itu juga proses menulis. Namun, pada saatnya Ning akan memikirkan karya sendiri juga

  3. Abdisita says:

    Terima kasih ilmunya pak Emcho. Semoga melalui tulisan Alloh mudahkan kita menebar manfaat dan sekaligus menjadi agen perubahan. Aamiin Yaa Robbal’alamin

  4. Daswatia Astuty says:

    Menulis adalah menjual gagasan. Pembeli hanya membeli yg berkualitas. Shg tdk ada pilihan selain tingkatkan kualitas tulisan. Berlatih terussss. Semangat 💪💪💪

    1. admin says:

      Betul sekali, pembeli akan membeli produk yang berkualitas

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