I’m Always Chasing Rainbows from James W. Ziskin

Having one’s book rise above the crowded marketplace is difficult. What have you tried to get yours noticed — what has worked and what has not?

My distinguished Criminal Minds colleagues have covered much of the ground I will cover here. The truth is if authors knew how to get noticed, we’d all be best sellers. There’s no magic pill. No roadmaps, either. If only this were like a foot race and all you needed to do was run faster and harder. We all do that, metaphorically speaking. All of us try our best to follow the advice out there, but few distance themselves from the pack.

And I’ve decided that that’s okay.

In attempts to be more than a just face in the crowd, I’ve done it all. I’ve attended conferences. Hobnobbed and glad-handed. Smiled when readers told me they didn’t think much of my books. Sat on panels and yucked it up with fellow authors, hoping desperately to charm the audience into buying my books. I’ve closed the bar countless nights at Bouchercon, Left Coast, ThrillerFest, Malice, New England Crime Bake, and California Crime Writers Con, socializing with writer friends and readers. 

I’ve written guest blogs galore, organized book- and tchotchke-giveaways. Done readings, signings, seminars, and luncheons. I’ve hired publicists, traveled near and far, visited libraries, bookstores, and retirement homes. Yes, I’ve done that several times. I’ve blogged for the past seven years here at Criminal Minds (159 posts and counting), and I’ve guest blogged all over the Internet. I’ve happily provided blurbs for aspiring and established writers alike, hoping to help/pay back/pay forward, but also to get my name out there and keep it there.

I’ve even had the great fortune to win a few prestigious book awards. An Anthony, two Macavitys, and a Barry award. And finalist nominations for the Edgar (twice), Lefty (five times), Anthony (five times), Agatha (once), and Sue Grafton Memorial (once). But as anyone who’s been shortlisted or even taken home those prizes knows, you don’t increase book sales just because you won a statuette.

Yet I suppose all of that has sold some books. Maybe a couple of hundred. Not enough to move the needle. Still, it’s been fun and educational. I wouldn’t trade any of it. Well, perhaps I could have done without the woman who told me she’d read my first book and didn’t think much of it…

So why haven’t any of these efforts borne fruit? Why aren’t I smoking a pipe and wearing tweed jackets with elbow patches? Why aren’t I picking books for readers on the Today Show? What’s missing?

Though it’s surely not the magical, miraculous, simplistic solution, the thing that has been lacking for me, at least, has been a publisher’s engagement. True engagement. Financial engagement. Support, backing, pushing for sales. I can’t blame my publishers for this. They have been, after all, mid-sized houses that didn’t have the deep pockets and staffing necessary to promote a book that way. But, let’s be honest, if a major publisher wants to boost sales of a title, they can jolly well do it. All it takes is money and determination. A publisher can cajole the media, organize book tours, pay for prominent display space at Barnes and Noble, and take out TV ads and billboards.

I’m not crying sour grapes. (Not like Judy Garland singing “I’m Always Chasing Rainbows.”) Of course I’d love to make the New York Times bestseller list, get a movie deal, and vacation in the South of France on the proceeds. But it’s okay if that doesn’t happen. That’s not why I write. I write because there’s no option. I eat too. And breathe and sleep. It’s simply something I have to do. I want to do. 

I’ve found peace with my lot. I’m a writer. I’ve had success and I’ll work for more. But I’m not going to twist myself into a self-promoting shill to achieve that success. I’m through with chasing rainbows. I’ll keep trying, of course, but not to become a best seller. As we’ve discovered this week, there’s no known way to do that. I’m going to work on my words instead. The rest will take care of itself.

Jim