
"I've got spurs that jingle, jangle, jingle..." goes the old cowboy song. I've been humming it because I have one now. Not just any spur, but The Spur. As in literary award for best first novel: God's Thunderbolt: The Vigilantes of Montana. Courtesy of the Western Writers of America, which has been awarding Spurs since 1953. In a previous blog I wrote that the Spur is one of two awards open to traditionally published and self-published books alike. I'm grateful that I qualified, and even more thankful that I won.
I joined some pretty august company: Craig Johnson, whose Another Man's Moccasins won a Spur for the best short novel (under 90,000 words); and Thomas Cobb, whose Shavetail won the Spur for best long novel (over 90,000 words). Johnson's series about Sheriff Walter Longmire of Wyoming has been one of my favorites ever since his first novel (A Dish Served Cold), and Cobb's previous novel (Crazy Heart) is being filmed and stars Jeff Bridges. Both of them in their separate ways are highly individual and fascinating writers.
Both are published by traditional publishers. God's Thunderbolt is not. As you all know, it's self-published.
There are lots of reasons for self-publishing, and I have all of them. First, being the age I am (none of your business), I could be long gone before some publishers or agents saw fit to reply to my queries. That's how inundated they are, and short staffed.
Second, I'm not gifted with endless patience, except for my fiction writing.
Third, I knew I was not writing the Next Big Thing. No attacks on the Catholic Church or any other church, no witches or goblins or cute warlocks in horn rims, no shapeless monsters looming from anyone's nightmares, no devils incarnate, no journeys to the farthest galaxy or from that galaxy to consume earth, no mainframe computers running amok and generating baby supercomputers smarter than humans. That being so, I had a hunch most publishers and agents might not be interested.
I was right. But along the way to being somewhat disappointed, I learned about the Long Tail in book marketing, that Amazon has mastered. According to Wikipedia, "The Long Tail as a proper noun was first coined by Chris Anderson in an October 2004 Wired magazine article to describe the niche strategy of businesses, such as Amazon.com or Netflix, that sell a large number of unique items, each in relatively small quantities."
If Amazon can make pots of money selling to multiple niches, I figured I could make some money selling to one niche. Defining my niche meant defining my audience. Selling to that niche meant leveraging the power of the Internet, among other strategies. It would work, I thought, if the book were good enough that people liked it. So it has proved.
Even the Spur judges thought so. At the convention, I received these comments: "You have written a great book," said one judge. And another, "I was sad when I finished it. I didn't want it to end."
The night before the Spur banquet, a friend took me out for a rewarding dessert. To say I was delighted is an understatement as you can see from the photo she also took. Surprisingly enough, I ate that monster chocolate sundae, with the chocolate chip cooky and the extra puddles of whipped cream and chocolate fudge, and still slid into my jeans when I got home!



