I was in a full-time job when I was writing my first book of short stories, I still am. But let’s just say in hindsight, I was way too myopic.  While my focus was on the re-writing, edits, and also changes in plot and narration, I never looked at the bigger picture like whom was I writing for?  Who was my target audience?  Who did I see as my publisher? Did I do my research?  Did I prepare myself for the launch? No, sir!  In short I was the quintessential writer scrambling in darkness.

My stories are fictional in context, but they are based on the reality of immigrants in Toronto. While I was interviewing people who suffered from depression, I came across a talented person, so full of life, who was an antithesis to what I had thought about schizophrenia and mental disorders.  His life changed my perspective, and I made positive changes to the stories.  The more I wrote, the more I evolved as a person. At the very core I am pro-life, and against any abuse especially towards the two most susceptible people on earth—children and the elderly.  I am also against racism, fascism and intolerance.   That was how ‘Frost Bites’ was birthed.  I just knew that I had a goal set in mind.  Everything else in sight was ninepins.  Did I have it in me to bowl everyone over?  I was soon to find out.

When I started sending out the MS (manuscript), the rejection was painful.  True, I was accustomed to rejection in sales roles, but this time it was personal.  All I received 3-6 months down the road were acceptable emails like:  “We’re sorry but we no longer publish short stories.” To insults like: “This does not fall under the list of what we publish.” To unexplainable ones like: “I am afraid that we are unable to publish your book.”  It was brutal.  Until I decided to change tactic and look beyond the borders of North America and sent the MS to 5 globally recognized publishers in India.  Lo and behold, two of them sent me an email in the affirmative, out of which I chose my present publisher.

It took me a year to write ‘Frost Bites’, and 2 years to get published!  But I was not yet finished with the hurdles because even though my publisher is a household name in India, he had no international recognition.  At the end of the day I am proudly South Asian Canadian and I had to publicize ‘Frost Bites’ all the way from India to Canada—much like the stories of the migrants featured in my book.  So here I was: scrambling to self-market myself desperately.  Remember I had no PR agency, no publicists, no press contacts, no corporate gurus, and no authors who were willing to help (and I know a few published ones).  What I did was move in faith, and I prayed about it, and surround myself with a few good friends who were determined to see me achieve my goals.  This time around, I prepared myself for outcomes; I put a strategy in place.  I also researched everything I was going to do, I wrote notes on a calendar, and set deadlines.

I started out the elaborate and time consuming process step-by-step by writing my own press kit that consisted of a Press Release, my bio and photographs.  My portfolio of photographs was done by a very dear friend and exceptional photographer Madhur Shroff.  Another friend Mary Ellen who is in the PR business helped me out as she mirrored my concerns and gave me justifiable answers as to why she was adding or subtracting and editing the piece.  I began approaching well known newspapers and magazines like Canadian Immigrant, and the interviews started coming in.

Meanwhile I created a Twitter handle, and put ‘Frost Bites’ on Linkedin as well.  I am not a fan of Facebook but my brother-in-law is, and he began advertising my interviews on his wall, and on two occasions got 950 persons to like the interviews.  My publisher took these cues and the interviews began appearing on the FB page of their own.  My alma mater Humber College also put my book up on their list of published authors with links to my publishers’ website.   So let’s just say at this point of time, I was beginning to get quite well connected.

Within 3 months of promotions I got an interview to appear on TV followed by a radio interview at a local station in Toronto.  I was ticking off everything that I had set out to do and the list was only getting smaller.  Except for one thing; I was determined to get into the hallowed portals of the Toronto Public Library, and followed up regularly with them with hard copies of my published interviews, sent follow-up emails and requests to get on to the bookshelves. That wish was fulfilled, and the Toronto book launch happened simultaneously.

What did I spend on all these self-promotions?  Not a single cent.  What did I do with the little money I got from the book sales?  I invested it towards charities I believe in…and I know going forward, it’s the ‘write’ way to go.

{Jude Paul Fernandes is the author of ‘Frost Bites’ which is available at the Toronto Public Library.  He is currently working on a novel ‘Lonely in Mumbai’ and can be followed on Twitter @JudePaulFerns}