Superspreaders > Superfans

✏️ What the heroin epidemic can teach us about selling more books ✏️

Okay, I know this sounds dark. But stay with me, there’s a real lesson here: the heroin epidemic can teach us something foundational about how stories go viral that no one is talking about.

Today, I’m going to show you exactly what that is.

Before we dive in, a quick disclaimer: addiction is personal for me. I’ve seen it up close in my family. I’ve got an addictive personality myself. I’ve just happened to channel mine into work—writing, building, and helping authors like you. If drug-related topics are triggering for you, please feel free to skip this one. No hard feelings.

But for those who stick around, I promise this isn’t just an edgy metaphor. It’s about understanding human behavior. And how that understanding, twisted and misused in one of the darkest chapters of recent history, can actually teach us something powerful about how ideas, products, and yes, books spread.

The McKinsey Playbook (And Why It Matters)

Let’s rewind for a second.

The opioid epidemic in the U.S. wasn’t an accident. It was engineered—at least in part—by corporate strategy. One of the biggest players was the Sackler family, the force behind Purdue Pharma and OxyContin. They realized their slow-release painkiller had massive market potential, and they hired McKinsey & Co. to figure out how to scale it fast.

Here’s what McKinsey found.

They analyzed prescribing data and discovered something wild: the biggest drivers of OxyContin’s spread weren’t the average doctors writing a few prescriptions a month. It was a small group of physicians who were super spreaders. These doctors weren’t necessarily incentivized with money. Many of them genuinely believed in the product. Some probably didn’t. But either way, they had a specific behavior pattern, they prescribed way more than anyone else and convinced others to do the same.

McKinsey’s strategy? Don’t try to change the average prescriber. Just double down on the super spreaders. Make them feel valued. Take them out to dinner. Send them gifts. Invite them into the inner circle. Not to manipulate them, but to make them feel seen. Special. Respected.

That’s what moved the needle.

It’s messed up. But it’s a brilliant behavioral strategy.

And it’s something authors can learn from.

Superfans vs. Superspreaders

You’ve probably heard people talk about super fans, those readers who buy everything you publish, leave glowing reviews, and DM you about your plot twists.

Super fans keep your business alive.

But super spreaders? They’re the ones who grow it.

They don’t just love your book, they share it. Loudly. Repeatedly. Passionately. Sometimes obsessively. They tell their friends, post on TikTok, write blog reviews, bring you up in book clubs, and tweet about you without being asked.

And the wild part? Just like with OxyContin, these people are rare. Maybe 1–2% of your total readers. But if you can identify them and pour energy into making them feel special, you can amplify your reach in a way no Facebook ad ever could.

How to Spot and Support Your Super Spreaders

So here’s the practical part.

Set up systems to listen. Look for the readers who:

• Tag you on social

• Use your book hashtags

• Post about you in Facebook groups

• Bring up your books in other author communities

• Email you to say they’ve told five friends

Once you’ve found them? Don’t just smile and move on.

Double down.

• Send them signed copies.

• Ask if they’d like ARCs of your next book.

• Invite them into your launch team.

• Feature them in your newsletter.

• Make them feel like a VIP.

Because when someone loves your work and has the urge to share it, a little nudge goes a long way.

This is what every great movement, fandom, and business has figured out. It’s not about convincing the masses. It’s about fueling the few who already can’t shut up about you.

So yeah. It’s a little wild to say this, but the heroin epidemic can teach us something about book marketing.

Use your powers for good.

Find your super spreaders.

And watch your stories ripple out into the world like wildfire.

Don’t forget…

Together we are boundless,

Michael Evans

P.S. So excited to bring Creatorwood into the world and help every storyteller make a movie or show. We are going into beta this week! Let’s do this!