What I Have Learned So Far About Trust and Truth in Indie Publishing by Todd Burleson

In my first post for the GROG Blog, I shared what I had learned about stepping into the world of independent publishing, choosing an editor, launching a Kickstarter campaign, and discovering communities like Reedsy. That was the beginning of my journey.

This time, I would like to share what happened next. Two areas in particular have taught me lessons that might be useful for other writers, whether you are publishing independently or traditionally:

1. Trusting beta readers with a manuscript that has been more than a decade in the making.
2. Wrestling with cover design and learning how to make the outside of a book feel as true as the inside.

My son Jack experiencing flight for the first time, the same feeling I had when I sent the manuscript to beta readers.

Trusting Others With the Story

After thirteen years of shaping this story, handing it to beta readers felt both thrilling and terrifying. I did not choose my readers casually. Colleagues brought professional expertise. Friends knew me well enough to be honest and kind to me. Children, the very audience I was writing for, helped me see what rang true and what did not.

To make it easier for them, I prepared different file formats, including PDFs, ePubs, and print copies for adults, as well as simple tablet-ready files for kids. I created feedback forms that felt like conversations rather than assignments. Parents were invited to read alongside their children, allowing questions to be discussed together.

What I have received so far has been thoughtful and respectful, full of insights that push me to refine characters and settings. It has reminded me that feedback is not just about affirmation. It is about making the story more lifelike and rich.

Waiting for feedback is not idle. It is the work of trust.

For me, the real lesson is that independent publishing is not only about control. It also requires the courage to let go and trust others with the story.

One of my early cover drafts. Beautiful, but not the right fit.

Finding the Outside of the Book

While feedback was coming in, I faced another challenge: the cover.

My first experiments in Canva were clumsy but thrilling. For the first time, the manuscript looked like a book. But early designs worried me. Would they look unprofessional, too homemade, not worthy of the years I had invested?

I experimented with AI images and hired a designer whose work I admired. Neither approach fit. The results were too fantastical, too young, or too far from the tone of a story grounded in WWII Dayton, Ohio.

The lesson was clear: talent is not enough. Fit and truth matter most.

In the end, I returned to my own drafts, layering figures, planes, and backgrounds like a collage. I used ChatGPT as a critique partner, asking it to respond as a professional cover designer. The feedback was concrete and immediate. It was not perfect, but it helped me move forward.

A cover is not just decoration. It is the invitation to the story inside.

Would I have preferred to hire a professional? Absolutely. But working independently often means picking your battles. I invested in the best editor I could afford, which meant learning to stretch myself in other areas of my work.

Lessons for Any Writer

Independent publishing has stretched me in ways I never expected. It has asked for patience, humility, and the willingness to learn skills I had never practiced before.

For any writer, regardless of publishing path, two lessons stand out:

• Trust others with your story. Beta readers, editors, and critique partners are essential to the writing process.
• Stay grounded in truth. Do not chase trends. Make sure the inside and outside of the book reflect the story you believe in.

Independent publishing may seem like a form of control, but in reality, it demands courage —the courage to let your work leave your hands and live in the world.

A glimpse at my work over the past thirteen years, from drafts to research notes to cover iterations.

These lessons are still unfolding for me, which is why they are worth sharing now. Publishing is not only about finishing a manuscript. It is about releasing it into the world in ways that require both trust and truth.
I look forward to sharing the next installment in this process.

I would love to hear from you, what part of your own publishing journey has taught you the most, and what you wish you had known sooner?

Tap the Synergy: Writers Helping Writers ~ by Julie Phend

 

 

There’s a common perception that writers tend to hole up with their computers and rarely interact with others, or that they're so afraid of copyright theft, they jealously guard their secrets. Nothing could be further from the truth. Despite the solitary hours that go into developing and penning our ideas, writers are generous people who freely offer their time and talents to help one another.

 

Let’s look at some ways to tap into the creative synergy of this vibrant community.

Critique Groups:

When I interviewed writers on how they help one another, critique groups topped the list. In such groups, writers offer advice to one another by pointing out unclear passages, overused words, point of view and grammar errors. They hold each other accountable by expecting work to be submitted on a regular basis. They share tips about agents, publishers, comp titles, and more. Critique partners offer moral support and provide encouragement when the going gets rough, and cheer for each other when good news is shared. Writers often develop lasting friendships over years of meeting with a critique group. 

First Readers:

Writers frequently act as first readers for other writers. Drawing on their own experience and expertise, they can point out places that still need revision and suggest ways to market the work. There’s no better first reader than another writer.  

 

Joint Marketing Efforts:

 

Groups of writers can extend their success by engaging in joint marketing efforts. I belong to a group of local writers, Lake Authors of the Wilderness. Because we all write in different genres, we don’t critique, but our monthly meetings still offer support, encouragement, writing and publishing tips. Our joint marketing efforts include purchasing space at book festivals and craft fairs. We take turns manning the booth and making sales. The diversity of our offerings helps to bring in customers.  It's a win-win for everyone!

 

 

 

Conferences:

At conferences, writers network and present, sharing their expertise. Conferences are great opportunities to pick up helpful tips, meet and mingle with new and old friends. They can be large or small--often organized by professional organizations such as Mystery Writers of America (MWA) and Society of Children's Book Writers and Illustrators (SCBWI). These conferences can be good sources for finding critique partners, and help to fill a writer’s creative cup.

 

Podcasts and Webinars:

There are a plethora of podcasts and webinars through which writers reach out to other writers. These presentations, targeted toward specific needs and interests, serve as ongoing training for writers and help introduce listeners to important developments in the publishing industry.

 

Write-ins/Virtual Writing Spaces:

Many writers find it helpful to write with others. This can be in an actual location, such as a coffee shop, or a virtual writing space. These groups offer structured time to write, with breakout sessions to discuss, ask for feedback, and offer insight. Writer Carol Nissenson works with a Virtual Writing Space hosted through Instagram. 

 

Other groups that offer online meetings include:

• My Learning Essentials https://medium.com/my-learning-essentials/introducing-writing-together-e99009232774
  
• Writing Momentum.com https://www.writingmomentum.com/writingmoments/ 
• Camp NaNoWriMo https://nanowrimo.org/what-is-camp-nanowrimo and others.

Blogs:

Many writers volunteer their time and talents to write blog posts on topics of interest to other writers.

• Our own GROG Blog https://groggorg.blogspot.com/ offers interviews with writers and editors, news about events for writers, book reviews and behind-the-scenes author stories.
•  Anita McDivitt Barios’ Fabric of Words https://amb.mystrikingly.com/ reviews books and shares writing advice.
•  Always in the Middle reposts 5-7 blog articles for Middle Grade writers each week on Marvelous Middle Grade Monday (MMGM) https://gpattridge.com/ 
• Teaching Authors https://www.teachingauthors.com/ offers weekly posts from six authors who also teach writing.

There are many, many more! Beth Schmelzer, who sent me a marvelous list, says, “So many blogs, so little time. Each blog has a different style, perspective, and appeal to readers and writers.”  Find one that speaks to you.

 

 

 

Spread the word:

One of the most important ways writers help each other is by spreading the word about each other’s books. We can all join this effort. When someone you know publishes a new book, attend their launch party and review the book on Amazon and Goodreads. Buy the book, give it as a gift, and ask your library to stock it on their shelves.

 

Linda Acorn Budzinski sent an inspiring story of how a writer friend helped spread the word about her book, Em and Em. The writer and her daughter co-reviewed the book for Your Teen Magazine. The daughter’s friends all read the book, and one of the friends' mother, who is a TV producer, brought the book to her company’s attention. As a result, the book was optioned for television.

 

Suzi Weinert in my Lake Authors group had a similar experience. A writer friend recommended Suzi’s book, Garage Sale Stalker, to Hallmark, where she worked. As a result, Suzi’s book and characters became the basis for Hallmark’s popular Garage Sale Mystery series.

 

Writer Natalie Rompella reminds us of the Golden Rule. “Whatever you’d like others to do for your book, do it for theirs.”

 

 

Tap the Synergy:

 

Linda Acorn Budzinski sums it up: “Writers help me all the time through moral support, friendship, feedback, and just plain understanding the life of a writer when no one else seems to!”

 

Tapping into the expertise and energy of the writing community is well worth the effort. You’ll learn much, form lasting friendships, and find support for every step on your writing journey.

 

A Shout-Out:

Finally, a big thank you to the generous writers who shared their stories and tips for this article: Linda Acorn Budzinski, Dana Wilson Easley, Barbara Ellen, Pam Evans, Kathryn Gaglione Hughes, Jennifer Loizeaux, Sharon Lyon, Carmela Martino, Eileen Meyer, Carol Nissenson, Natalie Rompella, Joyana Peters, Beth Schmelzer, Debra Kempf Shumaker, Ann McCallum Staats, Amy Thernstrom, and Suzi Weinert.

 

DIY Blog Tour to Promote Your Book

 by Sue Heavenrich

Remember Blog Tours? Those week-long, sometimes two-week-long events came with a schedule for tour stops, author and illustrator interviews, drawings and giveaways. If someone missed a stop, they could link back to a previous post. 

Blog tours were a thing – until they weren’t. “What happened?” I asked a publicist.

“Blog tours are still happening,” she said, “but in a different way. Many of the blogs have migrated over to Instagram, and the content of the reviews has shifted as well.” Instagram, it seems, allows for more talking points, better photo opportunities, and briefer posts. 

Betsy Bird, who writes a wonderful blog, mused on blog tours recently. “… when blogs started to disappear, they left a significant gap in the marketplace,” she wrote. “When a publisher wants to get the word out about a book, what do they do? They can pay for advertising, but if you’re a small publisher you just don’t have a ton of money to do so, and if you’re a large publisher you’ll only be able to highlight a few titles from your upcoming season...”

Publishers may not be organizing blog tours, but some writers still do. Last year Annette Whipple organized a tour for her book Ribbit! the Truth about Frogs.

“I wanted to promote my book,” Annette said. “Despite the incredible feedback I’ve had from people about my books (including the other books in The Truth About series), most people hadn’t heard of them.” So Annette decided to use the power of the kidlit community to show off her newest book. She reached out through a couple of kidlit Facebook groups and her monthly newsletter. Once she gathered a team, she created a Facebook group where they strategized ways  to generate buzz around the book launch date. Then she emailed PDFs of the book to all of the bloggers and team members. She also mailed small packages of fun froggy swag to her launch team.

Teresa Robeson’s blog tour came about accidentally. She wasn’t planning to do a launch party for her book, but her friends wanted to share her book on their blogs. Vivian Kirkfield reached out to bloggers she knew and created enough posts for two weeks. That meant every day there would be something about her or one of her new books. 

Jennifer Swanson also reaches out to bloggers, offering to email a pdf or link to an e-galley. While many authors focus on getting the word out close to their book’s launch date, Jennifer is less concerned. “I'm fine with bloggers interviewing me and then spreading out their posting times – it extends the life of your book launch.”

Tips for a DIY Blog Tour

• Blog tours and book launch teams take an incredible amount of time, even when they’re small. 
• Read blogs and keep a list of the ones you like, where you see book reviews and/or author interviews. 
• A few months before your book launches, reach out to bloggers to create your team. Think about blogs that reach parents and homeschoolers, too. You want to end up with 6-10. 
• Organization is essential. Use a calendar or other means to keep track of when bloggers will feature your book – you don’t want them on the same date.
• Think about offering a book for a drawing (sometimes publishers are happy to provide a book).
• If a lot of friends want to help out, think of them as a “promotion” team. They can post a review on Goodreads or Amazon, ask their local library to buy a copy, and post things on social media such as a photo of your book and the caption “currently reading”
• If you don’t want to do a launch tour, think about a blog tour focused around a holiday.

A huge thanks to these folks who generously shared their blog tour tips and experience. Check out their websites and go read their books!

Annette Whipple   https://www.annettewhipple.com/

Teresa Robeson    https://www.teresarobeson.com/

Vivian Kirkfield   https://viviankirkfield.com/

Jennifer Swanson  https://jenniferswansonbooks.com/

More DIY Blog Tour Resources:

“Everything You Need to Know about Organizing a Blog Tour” from the Author Newsletter (Penguin Random House)

How to Get the Most Out of a Book Blog Tour, from the Writing Cooperative

Talking Story Facebook group

10 Things I Learned about Book Marketing: Guest Post by Dawn Babb Prochovnic

I, Tina Cho, met Dawn Babb Prochovnic, in the online kidlit world. She's the author of Where Does a Cowgirl Go Potty? and Where Does a Pirate Go Potty?. Welcome to the Grog Blog.

This past October, I launched two new picture books into the world: Where Does a Cowgirl Go Potty? and Where Does a Pirate Go Potty? These were my 18th and 19th picture books, so I came to the table with experience, but it had been several years since my last launch, so in some ways I felt like a debut author all over again. I’ve learned so much about book marketing during the past year, and I’m happy for the opportunity to share some of my insights and experiences with you today. Here goes: 

1. Build a Plan...

I’m a small business owner, and I was a project manager and a corporate trainer earlier in my career, so developing and implementing plans comes somewhat naturally to me. The plans I developed for my book launch looked less like a business/project/training plan, and more like a menu of ideas, or a particularly robust to-do list. I started formulating my to-do list soon after I signed my book contract, about a year and half before my two latest books launched. 

2. ...But Be Flexible.

My to-do list included things I actually got around to such as, “update my email contacts,” “create and purchase bookmarks and refreshed business cards,” “write an article for my local SCBWI chapter’s newsletter,” “consider starting a new blog feature called ‘Birth Stories for Books,’” and “propose workshops for targeted organizations such as the local parent/child preschool cooperatives’ annual conference.” My to-do list also included several things that I haven’t (yet!) gotten around to, such as “write articles for targeted early childhood and/or early literacy focused publications,” “host a Goodreads giveaway,” and “design and order refreshed signage for book events.” Those things will happen. Eventually.

3. Take Pause to Reflect and Reorganize. 

My to-do list seems to grow, not shrink, as time goes on and new ideas occur to me. Each week I take pause to evaluate the tasks I’ve completed and identify the tasks I aim to complete in the coming week. I write a weekly “goal report” from the prior week and a “goal plan” for the coming week, and I share this summary with one of my critique partners. This singular task, although time consuming in its own right, is one of the most important things I do to help me stay on track. It’s also what helps me remember that I need to keep submitting new work if I want more of my books to make their way into the world, and it’s the tool that’s helping me think about how I will transition some of my marketing attention to my next release, scheduled for spring of 2021. 

4. Variety is the Spice of Life.

I incorporated MANY different things into my book marketing efforts. If an opportunity presented itself, and I could fit it into my schedule, I tried to find a way to work it to my plans. I thought less about whether or not the opportunity would result in book sales and more about whether or not the opportunity sounded fun, or opened the door for me to learn a new skill, or gave me the chance to make a new friend, make the world a better place, or simply feel good about being a part of it. The truth is, it’s hard to tell if any one event or activity genuinely moved the needle in terms of book sales, but I do know that the experiences enriched my life, and for that I am grateful. 

5. Don’t Overdo it. It’s Okay to Say, “No.”

Adding book promotion activities into an already full life can be enriching, but it can also become overwhelming and exhausting! I really got into the marketing swing of things, and as much as I enjoyed all of the activities and experiences I engaged in leading up to and during the launch of my books, I will likely be more discerning next time around. By discerning, I don’t mean that I will choose to focus only on those activities that are certain to result in book sales, but I will give myself permission to decline some opportunities, even if I can find an opening on my calendar. Sometimes, the best thing to do with an opening on your calendar is to relax and give yourself time to rest and recharge. Or write!

6. Connect with Your Community.

One of the best parts of being a member of the kidlit community is to actively engage as a participant in said community. I’m so happy that I ramped up my level of involvement with my local SCBWI chapter and that I attended a wide variety of launch events for friends, old and new. Many of these launch events were book launches, but I also attended album launch parties, open mics, and art exhibit openings. I’m so glad that I did. These events were as enjoyable as they were instructive. I highly recommend engaging fully in the artistic community in your local area. 

7. Broaden your Definition of Community. 

One of the things I’d like to do going forward is broaden the communities with which I engage. For example, the “Birth Stories for Books” feature on my blog currently focuses on interviews and guest posts with fellow book creators. I’d like to expand my reach on this platform to include other creative folks, such as songwriters, performing musicians, fine artists, and other makers. I’d also like to step outside of the author/illustrator/editor/agent bubble I’ve somewhat limited myself to on social media, and explore opportunities to participate in other interest-based communities. For example, I follow and/or participate in Twitter conversations such as #AskAgent, #PBPitch, and #PBChat, and I actively participate in a storytime-focused professional learning community created by and for youth librarians on Facebook. I suspect there are similar opportunities that bring together early childhood educators, parents of young children, and unique subsets of parenting groups, such as parents who are potty training or homeschooling their children. I’d like to explore other opportunities of this nature that might exist (while also being mindful of not getting too bogged down, over-engaging).

8. Make Friends. Build Relationships.

The main way I try to stay inoculated from getting “too bogged down, over-engaging” is to focus on building authentic relationships. I may not engage as widely or as actively as might be possible, but I do try to engage authentically. Book sales come and go. Friendships last forever; or so I hope. 

9. Collaborate.

Some of my book-launch-related friendships have developed into collaboration opportunities. I made friends with several different performing/recording musicians along the way, two of whom I had the pleasure of collaborating with to create the songs that back up my book trailers. I also made friends with “pirate-people,” “cowgirl-people,” and “potty-people” (such as the authors of other potty-themed books, potty-training consultants, and fellow potty-humorists). I’ve done collaborative give-aways with some of my fellow “potty-people,” and I hope to do more of this sort of thing going forward. Just recently I received the cutests photos from one of the mamas who won one of the collaborative giveaways. The joy I received from these photos is priceless. 

10. Have fun! 

This is probably the most important tip I can share. Book promotion is, or can be, all-consuming. By and large, I would say, if it’s not fun, take it off the list. You tried it. Great. Now move on. Find another avenue to connect with your readers. Give that a try, and keep trying out new ideas until you find the ones that align with your idea of fun. I love hats, costumes, themed decorations, and silly props. I laugh Every Time I audibly flush my little toy toilet at book events. Seriously, I do. I love my poo emoji speaker. I think it’s a hoot to give away pirate’s booty at a book event for a book entitled Where Does a Pirate Go Potty?, and I love when people notice that I display my bookmarks in a roll of toilet paper. So, even when I’ve participated in a book event that wasn’t as well attended as I’d hoped, or didn’t attract the right audience for my particular books, I still feel like I came away with a win if I had fun. Laughter goes a long way to re-filling my creative cup. 

11. Bonus Tip!

I realized as I started writing this article, that I had many more things that I’ve learned about book marketing in this past year than I could possibly share in one blog post. So what’s a writer to do in this situation? Keep writing, of course! I’ll be sharing more tips about my book-launch learning experiences (and how I’ll incorporate these learnings into my next launch, in spring 2021) on my own blog … soon!  Come visit me at www.dawnprochovnic.com. I’ll aim to have a companion-post up sometime in April (and I’ll comment below when I do). 

Thank you so much, Tina and the Grog Blog team, for inviting me to share what I’ve learned about book marketing with your readers. Your blog has been so helpful to me over the years, and it’s an honor to be able to share my experiences with others, in return. 

Dawn’s Bio:

Dawn Babb Prochovnic, MA is an author, educator, speaker, and the founder of SmallTalk Learning, which provides American Sign Language education and early literacy consulting. She has authored multiple children’s books including Where Does a Cowgirl Go Potty? and Where Does a Pirate Go Potty? (West Margin Press, 2019), and The Nest Where I Like to Rest (Abdo, 2012), an Oregon Book Awards finalist. Dawn’s story, First Day Jitters, was published in the award-winning book, Oregon Reads Aloud, a keepsake collection of 25 read-aloud stories for children celebrating all things Oregon (Graphic Arts Books, Hardcover/2016, Paperback/2020). Dawn’s next book, Lucy’s Blooms, about the magic of childhood firmly rooted in unconditional love, is due for release in 2021. Dawn lives in Portland, Oregon with her family and a collection of crazy hats. If you ask what her favorite color is, she’ll usually say, purple. Learn more at www.dawnprochovnic.com or follow Dawn on social media: Twitter and Instagram: @DawnProchovnic and Facebook: @DawnProchovnicAuthor.

Related links: 

Twitter: https://twitter.com/DawnProchovnic

Instagram: https://www.instagram.com/dawnprochovnic/

Facebook: https://www.facebook.com/DawnProchovnicAuthor/

Pointers from two Publicity & Marketing Experts! (Plus a Handy Publicists' Contact Sheet Provided)

Barbara Fisch (left) and Sarah Shealy (right)

Barbara Fisch and Sarah Shealy from BLUE SLIP MEDIA answer questions about promotions that every author should know . . .

by Eileen R. Meyer

2019 is just around the corner. If you’re like me – you may have some thoughts for new resolutions on your list. Items like “stepping up your author presence” and “enhancing your promotional efforts” are always on my list for improvement.

Many of us are at different points in our publishing journey. Some may be pre-published and looking at how to stimulate interest in a debut title. For others, you may have launched a few books into the world and you’ve learned a bit of what works and doesn’t work. Now you’re ready to fine-tune your efforts for your latest book. Based on these very different starting points, there is no “one size fits all” solution.  Rather, we each need to assess where we are, what our unique goals are, and then determine which marketing and PR activities will help us achieve desired results. And this month, we’ve got some experts to help provide guidance!

Welcome to another TAKE FIVE interview. I hope that you’ll take five minutes to get to know Barbara Fisch and Sarah Shealy as they share their expertise in marketing and promotions. Before we dive in, let’s learn a bit more about Barbara, Sarah, and their firm

Barbara Fisch and Sarah Shealy worked together at Harcourt Children’s Books for 20 years, most recently as Associate Directors of Publicity. They established Blue Slip Media in 2009.

Five Questions for our experts:

Eileen: 1. Can you tell us more about why an author should work with a publicist –or is that only for the big name authors?

BARBARA: We work with authors at all stages of their careers—from debut authors to those who are more established. Everyone has different needs. For newer authors, publicists can help with an extra push to certain areas, such as introducing their work to teacher and librarian blogs. Their publishers usually send books to a good list of blogs along with a box of other titles—so a freelance publicist can help with targeted pitches so bloggers will want to pull the book out of the stack.

SARAH: Authors are specialists at writing books, and publicists are specialists at working with the media and in crafting marketing and publicity campaigns. They are vastly different enterprises! So if an author feels he/she could use a little help with outreach, it’s worth at least chatting with a publicist to see if there are areas where she/he could help. It’s also hard for authors and illustrators to sing their own praises when approaching media. It’s much easier for a publicist to say, “This author is fantastic!” than it is for people to gush about themselves.

Eileen: 2. What are the most common mistakes new authors make regarding book promotions? 

BARBARA: There are two kinds of approaches new authors have. One is to be complacent and assume that everything is being take care of by their publisher. The unfortunate truth is that publishers cannot possibly do everything for every book—as much as they might like to. It’s just a reality that house publicists and marketing departments have too many priorities and too little time. So unless there’s an extraordinary amount of marketing attention being paid to the book—which does happen on a rare occasion!—authors can mistakenly believe that things will just work out.

Another approach is when authors try to do everything all at once just before pub—and then they are disappointed when they don’t have huge crowds at their bookstore launch, or front-page interviews in their local paper. Things take time to build, and it’s important to cultivate authentic relationships with booksellers, local teachers, and local librarians long before their book publishes.

SARAH: I think it’s also important to manage expectations when you’re a new author. It took a lot of years for Kate DiCamillo to get where she is! An appearance on The Today Show or having your book hit the bestseller list is rare for a debut. If you approach your marketing and publicity with the attitude that every media hit you get is an awesome step in the right direction, you’ll be pleased with your results and not frustrated by them.

 Eileen: 3. The world of Social Media can be overwhelming to an author who is already stretched thin writing and revising multiple book projects. From creating and updating a website, to maintain a presence on various forms of social media (FaceBook, Twitter, Instagram, Pinterest and more …)  what advice do you have for authors seeking to manage this untamed beast so that it doesn’t take over their writing time?

BARBARA:   
Social media can be confusing and even scary for new authors. It might feel like you have to jump in and do everything all at once. Authors know they’re supposed to do something, but it’s hard to know exactly where to start. Here are a few tips to stay sane.

Pick one area of social media that feels comfortable and stick with it. There’s no 100% perfect platform, and each one has its advantages (more on that below). But it’s far worse to just dabble in several areas. If you like Facebook, and feel like you can add some interesting content (beyond just promoting your book), then post on a consistent basis. The general rule of thumb is 1 promotional post (about yourself/your book) to 4 general posts. If you’re great at taking photos, or if you’re an illustrator, consider Instagram. Twitter is where a lot of the children’s lit conversation is happening. Pinterest is used by a lot of teachers and libraries.

The key for all of social media is engagement. You want people to respond to and share your posts. Facebook has made it a little more difficult for folks with author pages to have their posts show up in their fans’ newsfeeds. That’s because Facebook changed their algorithms so that interactions between friends are favored. They call it “people over Pages,” and the only way to get past that algorithm is to post content that your readers will want to share and respond to.

Another tip for social media is to pay attention to hashtags and how they can help your posts get seen by others. On Twitter and Instagram that is especially important—look for discussions around hashtags such as #tlchat (teacher-libarian chat),  #picturebook or #kidlit.

The key thing to remember with social media is that it’s SOCIAL. Just as you wouldn’t go to a dinner party and only talk about yourself, you want to listen as much as you are talking. Social media is a great way to gain grassroots support and friends by connecting with folks over shared interests. And to cultivate that relationship, you contribute in a positive way, and always act graciously and generously.

Eileen 4. There is such a wide array of marketing and promotional activities that an author can select for his /her book launch. From creating a book trailer, to virtual and live launch parties, and bookstore visits, to marketing campaigns targeting a particular segment of the market …. There are so many choices for how to use your limited time. How do you know which activities will yield the greatest dividends for your book and your marketplace? What factors should an author consider?

BARBARA: I think authors need to consider what the primary market is for their book. If it’s a bedtime book for very young readers, it will resonate more with parents and caregivers for young children—so authors may want to focus more on marketing to this demographic rather than teachers and librarians. If it’s a book with classroom applications, then authors might want to have some downloadables created that teachers and librarians can use.

Of course, many books cross over into both markets, and if you have the time, energy, and resources, it’s good to explore many options. But for those who are limited and want to know what the best use of their budget, we suggest starting with the primary market.

SARAH: It’s also important to think about which efforts are going to help you increase your profile and your platform. What efforts will get your name and book jacket in front of that primary market in ways that will also help build your career? If you’re writing primarily for the education market, getting reviewed by blogs and media for and by teachers and librarians gives a nice push to that market, plus you can add those review quotes to your website. If you’ve written that bedtime book Barb mentioned, can you do a pajama story hour at your local bookstore and use images from that in your social media and to post on your website? Use those publicity and marketing hits to continue to build your platform as an author.

Eileen 5. When should an author begin to work with a publicist—must it always be early in the process (6 months before publication) or will you work with an author after the initial publishing house marketing support trails off? And please share more with our readers about how they may contact you to discuss achieving some of their marketing and PR goals.

BARBARA: It’s really best to start well before pub date when you can, just because it gives a publicist the opportunity to better strategize outreach efforts. Some media outlets need 4-6 months at least, and conference and festival organizers need even longer. It’s very difficult to pick up a book after publication, though we have done so on occasion—especially if there’s a tie-in like Black History Month or Women’s History Month.

SARAH: Freelance publicists are busy, so the earlier you can get on someone’s calendar, the better. And Barb’s right about picking up on something after it’s been out for a while. Without some kind of holiday hook, it’s very hard to get publicity for an older title because you’re competing with all the new books that are just coming out. But if you’re just looking for some marketing support—like help creating a curriculum guide to post on your website, or making a promotional piece to hand out at school visits or conferences—those kinds of projects aren’t time sensitive and can be done for a backlist title.

If you’re interested in talking with an outside publicist about your book, we recommend you chat with several to find the best fit for you and your project. You need to “click” with your publicist and be comfortable with his/her approach and communication style. You should look for someone who specializes in or has good experience with children’s books specifically as the market and publicity landscape is very different for books written for adults. Ask your author friends for recommendations and look through the publicists on this list for firms to contact. Best of luck to you!!

Thank YOU, Barbara and Sarah for sharing your expertise with our readers.

You can learn more about Barbara and Sarah’s firm here:  https://www.blueslipmedia.com/

After the Debut: Strategies for Marketing Subsequent Books with Guest Author Laura Sassi + Giveaway, posted by Tina Cho

Author Laura Sassi is no stranger to the Grog Blog. You can see past interviews of her here and here. Today Laura shares how she markets her books #2, #3, and her latest #4 Love Is Kind, by ZonderKidz, August 2018.

There are many posts about marketing your debut book. But what do you do when it’s your second, or third… or tenth book?  Is your strategy the same?  If not, what’s different?  Well, the big difference is that as soon as book #2 is published, you are no longer a debut author so your marketing/promotion efforts should keep that new reality in mind. In my opinion, your new goal - with every new release - should be to generate interest in your new book along with renewed interest in all your titles.

With that in mind, here are 8 strategies I have found for effectively marketing - not just your debut book - but all the books that follow. I hope they generate even more ideas from your readers so we can work together to build a great list!

1.Keep your BIO updated. This should be obvious, but with each new release, be sure to update your bio, book info, and keep your headshots up-to-date on all your various platforms. And don’t forget to update your author page on Amazon, SCBWI, Goodreads and other sites that you don’t necessarily consider “your platform” but which include bios about you.

2. Go on blog tour, yes STILL. They’re not everyone’s cup of tea, but I find blog tours to be a wonderful way to make a splash with even post-debut books.  I know, for example, that if I hadn’t set up my own blog tours for books #3 and #4, I wouldn’t have had many blog appearances, and each one of those blog visits, in my view, has been a great opportunity to let people know that I have new books out. My goal with each blog tour has been to make stops at a cross-section of readerships so that I get the chance to interact with folks in all those sectors.  For me that has meant visits to writing blogs, library blogs, and mommy/daddy blogs. 

3. Set up guest blog appearances (or write articles for publications) - as an expert.  Now that you have more than one book, it’s time to market yourself - not as the debut author - but as the expert. Writing posts from this perspective will give you a chance to reference your books in the context of a bigger topic which is a great way to get your name and your books out there in an interesting way. But even if you don’t reference your own books, and sometimes that won’t fit the topic you are writing about, you’ll still be on people’s radar as a seasoned author and your books will still be included in the bio at the end of the piece.

4. Maximize the Sales Impact at School/Library Visits. When arranging signings and school events, request that all your books be available for purchase on their order forms or on their shelves, rather than just the newest one. I’ve been pleasantly surprised how having this option at signings actually increases sales. Instead of buying just the newest release, folks often decide to get one or more of my other titles as well!  

5. Think outside the box when it comes to visits. For my first book, most of my events were your typical library and bookstore story times. I also did readings at local preschools. With my subsequent books, I still do a lot of those, but I’ve also broadened my visit opportunities by thinking outside the box. For example, instead of just having a book reading at my local library, next month I will present a workshop for ages 5+ where we’ll delve into the world of book jackets - using my latest release LOVE IS KIND as the jumpstart.  I did similar workshop-style events for previous books and they all had a waitlist! I’ve also spoken at MOPS groups, led a rhyming picture book workshop at my local SCBWI June conference, been the keynote speaker at a college women’s club scholarship luncheon, and was even the featured guest on a local faith-themed tv show - all events that provided opportunities to creatively promote my books. My publisher also asked if I’d be interested in doing a few radio interviews. Of course I said yes, and thus was open to even more out of the box opportunities. If this sounds interesting, the first step is to brainstorm creative presentation ideas that you’d enjoy in lieu of - or, better yet, in addition to - the typical author event readings and signings.

6. Network, network, network!  None of the above would have been possible, had I not first stepped out of my comfort zone, to gather and then reach out to contacts. The children’s author community is a great place to start networking and places like the SCBWI blue boards can be wonderful resources. I’ve also had success networking through social media and through chatting with parents, teachers, librarians etc. who often then offer to introduce me to the contact. Even if you’re shy, as I am, be sure to follow through on every contact because, as I’ve discovered over the course of four years and four books, reaching out often leads not only to that event, but it also open the doors to other opportunities. I call this the snow ball effect and I wrote a whole post about it. (link:   https://laurasassitales.wordpress.com/2017/01/30/marketing-the-snow-ball-way-2/) And be sure to loop back to each and every contact with each subsequent book. You might just be invited for a return visit with your newest release!

7. Develop extension materials for each book.  Educators and parents LOVE when they can extend a story with fun activities and/or learning-based follow up materials, so I think it’s well worth your time and effort to put together either a teacher kit or a series of activities for each book which are then available on your blog. Be sure to share these via social media  - and make them easy and eye-catching so others will share them as well.

8. Be smart about swag, book trailers etc. Different houses handle promo materials like posters, bookmarks and book trailers differently. I’ve been fortunate that Zonderkidz, the publisher of three of my books, has generously provided me with book trailers, bookmarks, event posters and coloring pages for each of my titles with them.   I’ve found the bookmarks and book trailers to be especially invaluable.The bookmarks are a hit because they are eye catching, useful, and promo-smart because they include my social media contact info etc. They, in essence, have become my business cards! The book trailer has also been a fun addition to blog tours and a visually effective way to introduce the book to potential venues for book engagements.

If you have to create these yourself, they can be expensive, so definitely decide how much you can spend and then decide which will have the most impact for your promo plans. My top four choices are bookmarks, event posters, coloring pages and, if possible, a book trailer.  Having a trailer professionally made can be expensive, but I just learned how to make a book trailer from a friend and the final clip is cute as can be!  I’m still waiting to hear back from the publisher on it, but I hope I’ll  soon be able to use it as yet another visual way to pitch bloggers, bookstores, libraries etc. about possible visits.  

YOUR TURN!  This list is just the beginning.  What would you add -either as a newbie starting out, or as a veteran.  I’d love to hear your thoughts!  And happy book promoting, all!

Wow, Laura. Thank you for all of these tips! I'm certainly going to bookmark this post so I can try these marketing tips for my forthcoming books. Please check the reviews for Love Is Kind here. It's a gorgeous FALL-looking book that can be used any time of the year. If you'd like a chance to win LOVE IS KIND, please leave a comment below how Laura's tips will help you or any questions for her. We'll choose a winner October 3rd.
To enter, you must be 18 years or older and have a U.S. street address to which Zonderkidz will send you the book. 

BIO: Laura Sassi has a passion for telling stories in prose and rhyme.  A graduate of Princeton University and UCLA, she had a successful teaching career before becoming a children’s author. She is the author of four picture books including the best-selling GOODNIGHT, ARK (Zonderkidz, 2014) which was a Christian Book Award Finalist, GOODNIGHT, MANGER (Zonderkidz, 2015), DIVA DELORES AND THE OPERA HOUSE MOUSE (Sterling, 2018) which was featured on BBC’s Cbeebies Bedtime Stories, and LOVE IS KIND (Zonderkidz, 2018).  She lives in New Jersey with her husband, two children, and a black Cockapoo named Sophie.

Children's book author and poet

GOODNIGHT, ARK (Zonderkidz, August ’14)

GOODNIGHT, MANGER (Zonderkidz, October ’15)

DIVA DELORES AND THE OPERA HOUSE MOUSE (Sterling, Spring ’18)

LOVE IS KIND (Zonderkidz, Fall  ’18)

https://www.facebook.com/LauraSassiTales

http://laurasassitales.wordpress.com/

twitter.com/laurasassitales