FIVE KEYS TO CREATING BELIEVABLE VILLAINS

By Venita Bonds

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My elderly aunt never speaks ill of anyone. When I joked that she could find something nice to say about the devil himself, she said, “Well, he does have a good work ethic.” 

Few people are 100% evil—and this includes bad guys. Mystery writer DP Lyle says, “Everyone is the hero of their own story.” While it’s tempting to make your villain bad to the bone, you have to make him “human” enough to be believable. Villains need at least one fault, frailty, or soft spot that makes them vulnerable. 

Key 1: Humanity and Vulnerability

Think of Boyd Crowder in Justified. He’s a bad guy we hate to love, but we love him, anyway. Why? Because he’s charismatic, intelligent, eloquent, and funny. He’s also untrustworthy and prideful. His human flaws make him vulnerable and often self-destructive.

The cannibalistic Hannibal Lecter in Silence of the Lambs is impossible to love, but his brilliant intellect and odd sense of decorum make him believable in a terrifying way. FBI Agents Crawford and Starling think his only weakness is his huge ego, which makes him vulnerable to their attempts to use him to track down a killer. We’ve all known people with the human qualities of pride, ego, and intelligence. Hopefully, they’re not hungry.

Keys 2 and 3: Justification and Backstory

Humans believe we have the right to act as we do. We try to justify our actions, no matter how heinous. Villains are no different. They often use their backstory to justify their deeds. Something in their past explains their rotten behavior—at least in their own mind. 

One caution: Think of backstory as salt sprinkled into the mix with a lean hand. While backstory is a necessary ingredient for you to understand your villains and what motivates them, feed it to your readers only a grain at a time, and never in your beginning pages. 

Your villains do not have to be killers to need backstory and justification. They can be anyone who exerts power: lawyers, preachers, politicians, medical personnel, or company CEOs. 

Alabama native Richard Scrushy drove a cement mixer for a living. In his rags-to-riches backstory, he went from hauling cement to becoming the CEO of a multibillion-dollar corporation. Possessing an ego the size of his bank account, he ruled his executives through threats and intimidation. When the Department of Justice indicted him on 85 counts of conspiracy, money laundering, and securities fraud, the company’s stocks crashed. Scrushy justified his actions as those of a philanthropic visionary whose only sin was trusting his accountants.  

Florida prostitute Aileen Wuornos murdered seven johns. Her backstory? Sexual abuse from childhood. During her trial, she highlighted her past to make jurors see her in a sympathetic light. Her justification for murder was that all men were a threat to life and limb. She claimed she acted in “self-defense like any human would do.” She made herself believable enough to garner a fan club. 

Key 4: Body Language

The human body speaks louder than words. We can control what we say and might even pass a lie detector test, but our body language can be a dead giveaway. Even the most duplicitous villain reveals the truth through “tells” that leak out of his movements and mannerisms. To create believable villains, let their bodies do the talking.

Example: 

Her left eyelid twitched. Poker players know that micro movements can reveal a person’s thoughts. I was a lousy poker player, but I’d known Elsa Bea all my life. I saw her tell.

Another example: 

She locked onto my eyes without blinking. Liars do that when they want you to believe they’re telling the truth. Unfortunately, she was bouncing her left leg as though keeping time to a drumbeat. Legs don’t lie. 

Key 5: Secondary Characters

Use your secondary characters to increase your villain’s believability. Like my elderly aunt, secondary characters can provide backstory and justification for a villain. In this scene, a housekeeper is defending a doctor suspected of poisoning elderly women. 

“His primary practice is anti-aging— hormones and hydrogen peroxide infusions,” Geraldine said. 

“Is that what he’s giving Mother?” 

She shrugged. “All I know is that it’s made from plants, so it’s all natural.”

“Poison ivy’s all natural. Rattlesnake venom’s all natural.”

“He’s not poisoning her!” 

“How do you know?”

She threw up her hands in exasperation. “He went to Cambridge. Would the Ochsner Clinic employ him if he weren’t an excellent physician?”

Turn the Key

The most important key to creating believable villains is you. The greater your understanding of human behavior and communication, the more realistic your bad guys will be. Just don’t turn your back on one.  

Suggested Reading and Viewing 

Books

Six-Minute X-Ray: Rapid Behavior Profiling by Chase Hughes 

How To Analyze People: How To Read Anyone Like A Book by Madison Taylor

Confidential: Uncover Your Competitors’ Top Business Secrets Legally and Quickly—and Protect Your Own by John Nolan

Websites and Videos

Thebehaviorpanel.com features educational videos on behavioral analysis, communication and elicitation, deception detection, and interrogation. Participants are: 

Mark Bowden: truthplane.com

Chase Hughes: chasehughes.com
www.youtube.com/@chasehughesofficial 

Greg Hartley:  greghartley.com

Scott Rouse:  scottrouse.com

Scott & Greg:  bodylanguagetactics.com

Television and Movies

“Invisible Monsters: Serial Killers in America” (2021 Miniseries) 

The Serial Killers of “Invisible Monsters” | A&E (aetv.com)

“Monster” (2003 movie about Aileen Wuornos starring Charlize Theron)

“American Greed” (TV documentary series for students of human nature and behavior)

“Catch Me If You Can” (2002 movie about a con man)

Weston Smith’s HealthSouth video on the largest health care fraud in US history:  
https://youtu.be/rjgLRRoc_JU?si=FrfYJsN8WRHDd__2

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Venita Bonds is a retired RN with a background in intensive care and psychiatric nursing. She taught adult writing courses and worked for a defense contractor training human intelligence assets for deployment. The author of four historical novels, she now writes Southern Gothic mysteries and short stories. She was a Killer Nashville 2025 Claymore Award winner. She can be found at www.venitabonds.com.

This Crazy Writing Life: Dipping Our Toes In The Amazon Part One — Beware The Piranhas!

By Steven Womack

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It’s borderline too late to say this, but Happy 2025! As at the beginning of every year, I have high hopes and cautious optimism. We’ll see how long that lasts.

With this installment of This Crazy Writing Life, we’re going to start digging into the real down-in-the-weeds details of marketing our books in the indie-pubbing space. And one of the reasons this column is a little late this month is that I decided to begin this exploration by tackling the ads on the platform that we’re all going to use the most: Amazon.

And that’s the problem.

As I alluded in previous columns, anything having anything to do with Amazon is by its very definition and at its very core hard to understand and navigate. Much of the inner workings of Amazon are unpredictable and so far behind-the-scenes as to be almost invisible. Even the experts—and believe me, I’m not one but I’ve read many—agree that sometimes things just seem to happen without any rhyme or reason. Navigating the Amazon advertising platform can be overwhelming, especially if you’re a newbie in the digital marketing arena. After all, Amazon has been the fastest-growing digital ad platform in the world for the past few years and is on its way to passing Google and Meta (or as we old timers call it, Facebook), and you don’t get to that point by being simple and low maintenance. 

While I’m not a beginner in digital marketing, it has taken me longer than usual find my focus and to figure out where to begin.

So where is that starting place?

Let’s begin by looking at a few basics of digital advertising. First, much digital advertising is based on a bidding system. On a lot, if not most, platforms, you don’t just buy an ad and it magically appears on somebody’s screen. You create your ad account, create the ad, and then you figure out how much you’re willing to spend to get your ad out there and you compete to beat out all the other guys who are trying to get their ads out there.

There are some advertising platforms where you can just buy an ad and it appears (FreeBooksy, EReader news, Robinreads, etc.). But on Amazon, you gotta jump into the scrum and fight. And it’s not just the size of your bid that determines whether you get picked, but we’ll get to that later.

There are basically two kinds of ads to bid on: CPC and CPM. You’re only charged for CPC (Cost Per Click) ads when somebody actually clicks on your ad and goes to the link embedded in the ad. If your ad is served up to a gazillion people and nobody clicks on it, you aren’t charged (but believe me, that’s not what you want).

CPM (Cost Per Thousand Impressions) ads are ones where you’re charged—as the name implies—every time your ad appears on a thousand screens.

So what’s the real difference here? If you’re trying to sell one specific product in a highly targeted fashion, then CPC is the way to go. CPC ads focus on user engagement (click here to see how Sudzo Dishwashing Detergent can give new meaning to your life!). The goal is to make a sale, or if not a sale, then some other kind of conversion (another term we’ll get to later).

A CPM ad, on the other hand, saturates screens everywhere and brings broader visibility to your brand or product. When you want your product to become a household name, then go with CPM.

Fortunately, you don’t have to agonize over the choice. Unlike Facebook or BookBub, Amazon is solely a pay per click advertising platform. You’re only charged when somebody clicks on your ad. What this means is that if there’s something wrong or off on your ad (keywords, targeting, relevancy, etc.), then neither your nor Amazon is going to make a penny off it. It’s in Amazon’s best interest and yours to get the right ad to the right people. So make sure you have a compelling, engaging cover. Your book’s title should reach out and grab readers. Your Amazon book description should absolutely sparkle. And you have to do the research and hard work to make sure you’re targeting the right audience.

And before I come off as somebody who’s constantly going medieval on Amazon (and I’m not; almost all of the money I make as an indie pubber comes from Amazon, so I’m a fan), let me point out one great benefit of Amazon ads: they’re easy to create. You don’t have to be a Mad Men caliber ad copywriter, and you don’t have to be a brilliant graphic designer. Just go with the Amazon model and you’ll be okay.

So what determines an ads success? I’ve already mentioned your book title and the cover. What else comes into play?

Reviews are critical. Before your ad even has a chance, you’ve got to have the best reviews possible—an average of between four and five stars is best—and as many of them as possible. This can be a challenge, since one of your primary goals for advertising in the first place is to get more reviews.

Price is a big one as well. One of the reasons the indie pub space has grown so much in the last couple of decades is that indie pubbers are willing to make their price points incredibly competitive. When I see an eBook edition of a book by a famous author published by one of the Big 5 New York Publishers (or are we down to 4? 3?) and its price is nearly that of the trade paperback edition, I head to the library to check it out for free. Also keep in mind that Amazon ads are going to primarily target people who probably don’t know you as an author. If you’re an unknown author and your eBook costs more than a lunch combo at Steak ‘n Shake, that’s a big hill to get over.

So how are those ads served up to potential customers? For indie authors, there are three types of campaigns available on Amazon.

The first type of campaign is Sponsored Products. Sponsored Product ads are the most popular and effective way to get started, especially if you’re advertising a single title. Sponsored Product ads are the ones that pop when you type something into the search bar. You get the search results, but there are also books that are in a box and have the word Sponsored somewhere around the book in little bitty type. There’s a little grey circle with an “i” it right next to the word. Then there are the “Also Boughts,” where the Amazon algorithm served up somebody’s paid ad to you based on what other customers have purchased.

By far, Sponsored Product ads are what most indie authors deploy. For one thing, Sponsored Product ads give you the most data and analytics on your ad’s performance. You’ll get data on the number of impressions, clicks, orders, sales volume, and if you’re enrolled in Kindle Unlimited, then you get reports on KENP (Kindle Edition Normalized Pages) and the estimated KENP royalties for every single target in the campaign (if that acronym is new to you, just remember that authors who enroll a book in the Kindle Unlimited program are paid by the number of pages that a subscriber reads when they download your book).

The second type of campaign is Sponsored Brands. Underneath that broad umbrella, there are a couple of options: product collection ads and video ads. For authors with more than three books in a series, the titles are displayed on a “carousel,” along with a headline, a picture or your smiling mug, and some other image.

For the video ads in a Sponsored Brand campaign, you’re advertising one specific book and, obviously, a video is your chief marketing tool. Think book trailer…

So how are Sponsored Brand ads served up to a potential customer? If you’re using a Product Collection ad, these show up on prime Amazon real estate—the top of the search pages. You have the option of your author photo being there, or a logo for your imprint, along with a headline and an optional image, and then your three books.

Video ads, on the other hand, are usually shown on the product page, much like a Sponsored Product ad.

I say usually because Amazon likes to experiment around and try these ads in different places, delivered in different ways. As always, Amazon is fluctuating in a kind of work-in-progress fashion.

The last type of Amazon ad campaign is Lockscreen Ads. Lockscreen ads are those ads that fill up your screen when you turn on your Kindle or when your screen saver comes on. These are big and bold, but they also show up when your potential customer is not really searching for something new to read. Sponsored Product and Sponsored Brand ads show up when someone is actually looking for something to buy; Lockscreen ads show up when they’ve gone to get another beer…

But the main drawback of Lockscreen ads is that they’re impossible to precisely target. With the other types of ad campaigns, you can specify who the ads go to all the way down to sub-sub-subcategories in Amazon. The reporting’s not as detailed either, so it’s harder to assess the effectiveness of a Lockscreen ads.

Okay, have you had enough for one session? I know this stuff is overwhelming and it’s best to take it in small chunks. Next time, This Crazy Writing Life will continue on with this exploration of Amazon until we’ve got a foundation to work with. But keep in mind, there are entire books written about Amazon ads. It’s way more than we can cover in a monthly column in Killer Nashville Magazine.

But we can get started. Thanks again for playing along.