By Dan Smith
Director of the Roanoke Regional Writers Conference
My old friend and colleague Darrell Laurant, the retired journalist-turned author-turned writing magnate, is starting a free service aimed at authors who are having difficulty getting exposure for their books. This is something Darrell is good at. He was the founder of the late Writers Bridge, which helped get writers of all stripes jobs in their craft.
Did I mention the new service is FREE?
He had to disband WB when he moved to New York after retiring as an award-winning metro columnist (25 years) for the Lynchburg News-Advance. He had previously founded the Sedalia Writers Conference in Bedford County (on which the Roanoke Regional Writers Conference is based) and was a regular teacher at RRWC for several years. He’s always been there for writers.
His new venture is “Snowflakes in a Blizzard” (here), a free service for authors, which “arose out of my experiences trying to market [his new novel] The Kudzu Kid,” he wrote me in an e-mail the other day.
Darrell goes on: “As you know, the game has changed. With more than 12 million books (one and a half times the population of New York City) on Amazon, it’s not about getting published any more — given the advances in technology, anyone who really wants to can do that. It’s now about getting noticed.
“Very quickly, I realized that there was absolutely no reason why someone would randomly pick my book up off a shelf, or click on its Amazon page. The vast majority of people in the world have no idea who I am, and our tendency is always to go with what we know when money is involved. I get that.
“A fact that a lot of writers seem to miss (or ignore) is this: Everybody isn’t going to like, or be interested in, their books. .. Trying to market to everybody is a waste of time and a recipe for frustration. … The blog will run twice a week, on Tuesdays and Fridays, I’ll take a single book — I accept both fiction and non-fiction — lift it out of the blizzard of books surrounding it, and give the author some ‘alone’ time with visitors to the blog.
The template we use is extensive, the idea being to allow the authors a chance to convey the background behind the book and about themselves. I send press releases to all the print media in the authors’ area about two weeks out, and e-mail a preview blurb to the blog followers a couple of days before that book appears.”I screen these books, because our collective credibility depends on it. I’m also looking for work that is different — I wouldn’t automatically reject a vampire tale or romance novel or serial killer epic, but I’d want the approach to that subject to be unique. … Every author is asked to send e-mails to friends, relatives, fellow writers, etc., announcing that he or she will be featured, and so each person will theoretically draw a different audience.
“Once we get up to 1,000 or followers, which I truly believe will happen quickly, media outlets will start printing those press releases instead of deleting them. Moreover, I can ask an indy bookstore in that author’s area to carry copies of that book, on consignment, for a month after the author is featured. In return for giving that book something of a prominent place in the store, I will run a brief article about that bookstore on the blog.”
Darrell believes word will spread quickly: “Getting what I call ‘micro-publicity’ for books is good for writers, bookstores and publishers — even Amazon. Meanwhile, other publicists can use it as just another arrow in their quiver.”
If you have a book out there, it’s probably struggling from a sales standpoint, because almost all do. Maybe Darrell can help.