Lynchburg writer fakes kidnapping to promote new book

For anyone hoping to become a successful novelist these days, writing the novel is only the beginning. Getting it published just a step in the right direction.

Mark Davis has learned these things. That’s why he always has an angle.

“You have to do something to stand out,” said Davis, whose latest book, “Rejection,” was published earlier this year. “You have to do your own marketing, or you’ll just get lost in the crowd.”

Previously, the Lynchburg resident was best known for “End of the Line,” a fictional tale that revolved around a painting by local folk artist Queena Stovall.

That was a mystery. “Rejection” is more of a thriller, most notable for Davis’ unique promotional campaign.

His main character, Perno Morris, is a failed novelist who has grown weary (and, perhaps, been pushed over the edge of sanity) by a discouraging series of rejections by publishers. So he finds an uber-successful agent, kidnaps her daughter, and gives her 90 days to get his latest novel in print.

It’s a clever idea, one certain to appeal to thousands of frustrated aspiring writers who might buy Davis’ book. But Davis took it a step further — he actually became Perno Morris.

“I went on as many Internet writers’ boards and chat rooms as I could, as Perno Morris, and vented about how unfair the publishing business was,” he said. “Then I told them I had a plan, and started a countdown to when I would reveal it. That sent a lot of traffic to my website (www.thelastrejection.com), where I had posted the first three chapters of the novel.”

But that was just the beginning. Davis staged and filmed a kidnapping (“I checked with a lawyer first to make sure I wouldn’t get in trouble”) to post on the website, then sent an e-mail to a wide variety of agents. It began: “By the time you receive this, I will have already kidnapped your child.”

“The first phone call I received the next day was at 7:30 in the morning, from an agent,” Davis recalled. “She was yelling at me, saying, ‘Are you crazy?’”

We talked for a little while, though, and I told her: “The most important thing for any novelist these days is to stand out, to attract attention. Based on the fact that you’re calling me this early, I’m assuming I’ve accomplished that goal.”

Davis said the woman then responded: “If you knew anything about publishing, you’d know that you can’t get a book out in 90 days.”

“I’ve got your child,” Davis said. “This is day one, which leaves you 89 days.”

“Point taken,” the agent responded.

Davis eventually sorted through several offers and found a small imprint — South Carolina-based Poinsettia Publishing — willing to publish the book, on the condition that he receives the bulk of the on-line rights.

“A lot of times, that’s where the money is today,” he said.

A long-time public relations writer, Davis also helps his wife manage the Fabulous Fudge store next to Tiny Town miniature golf on Timberlake Road. His next novel, “Glue,” is about a serial killer who uses a special kind of glue to dispatch his victims.

The marketing strategy is pending. Rest assured, however, that it will be different.