ORANGE PARK – Clay County's Florida Writers Association chapter hosted Don M. Fox at the Orange Park Library recently to talk about the lessons he learned publishing his two books: "Patton's Vanguard - The United States Army Fourth Armored Division" and the follow-up, "Final Battles of Patton's Vanguard."

Fox served as Firehouse Subs' CEO for 13 years. When he retired, the restaurant chain had 1,250 locations and generated $1 billion in sales annually. 

While selling a book isn't the same as selling a sandwich, Fox attributes his literary successes to his solid foundation in business. During the writing workshop at the Orange Park Library, Fox explained the importance of developing a writing goal and marketing strategy.

Fox's "Patton's Vanguard" series chronicles the campaigns of the U.S. Fourth Armored Division, led by Gen. George Patton, throughout World War II, especially during the Battle of the Bulge. 

Fox wanted to craft a narrative that military historians and those interested in learning would appreciate. Fox wanted to capture boots-on-the-ground perspectives and provide a big-picture context surrounding the Fourth Armored Division, considered "Patton's Best."

“Focus less on style and more on substance when starting. Let the story unfold," Fox said. 

"(The narrative) may find you instead of you finding it. Be open to letting material hit the cutting room floor," he said. 

For nonfiction, Fox recommended avoiding interjecting conjecture, assumptions or embellishments in the narrative. He shared an example during the Battle of the Bulge when the Fourth Armored Division had been marching through the night until the early morning hours. When writing the first draft, he used strong imagery to describe what it was like for the weary unit when dawn's light trickled in. He described how the "sun glistened off the fields of snow and along metal plating against the sides of the tanks."

He corroborated the rough draft with a primary source, who said none of that happened. It was cloudy, his source said. 

Publishing a book is often a discouraging process. Aspiring writers should prepare to shop their manuscripts like an enthusiastic sales pitch. After all, publishing houses are in the business of selling books.

“There may be hundreds of no’s, but all it takes is one yes," Fox said. 

It's a tremendous milestone when your book hits the shelf, but that's not the finish line. When your book is published, you should continue to promote and market it to new readers. Fox used his Facebook page to market his first book, which helped generate buzzing interest online. 

Fox has been a lifelong reader and writer. He's well-known in Jacksonville's business community. Even working full time, Fox was able to carve out time for his writing passion. He shared a story about how one all-nighter writing session made him late for a business conference when he worked at Burger King before Firehouse Subs. 

Now, he is glad to be able to spend more time pursuing his writing passion. 

Clay County's Florida Writers Association chapter typically meets the first Saturday of every month. The workshops are free and open to all aspiring writers. The next one is scheduled at the Fleming Island Library from 1-3 p.m.