“The universe buries strange jewels deep within us all,
and then stands back to see if we can find them…
The often surprising results of that hunt--
that’s what I call Big Magic.”  - Elizabeth Gilbert
​

by Sue Lowell Gallion, Guest 24 Carrot Blogger
 
I really appreciate how 24 Carrot Writing reminds us to pay attention to both parts of our split personality – writer and author. I’ve focused primarily on my author side in the past year, with my debut picture book, PUG MEETS PIG (illustrated by the amazing Joyce Wan, published by Beach Lane Books/Simon & Schuster), releasing in September 2016 and a second Pug and Pig book, PUG & PIG TRICK-OR-TREAT, which came out July 25.
 
However, I don’t know that my writer self ever considered what it meant to market and promote a seasonal picture book, both for the publisher and the author. I think a lot of us as writers naturally gravitate toward plots that center on a holiday. Holidays are milestones in any child’s or family’s life, as well as our own. I remember holidays and traditions more vividly than the every day, whether it was choosing a Valentine for a boy in my third grade class that didn’t seem mushy (was “pease be my podner” over the top?) or “cooking” in my cousins’ toy kitchen with our hardboiled Easter eggs (until our parents found us. . . )
 
The inspiration for Pug and Pig’s Halloween adventure was my black lab mix’s reaction to the terrier next door dressed in a skin-tight, glow-in-the-dark Halloween costume. That’s not a story starter that works well with other settings. (However, an unexpected plus to the book has been hearing from parents of children with sensory issues that their kids relate to Pug’s dislike of his tight costume and his mask. That’s really exciting!)
 
But the marketing slot for a seasonal book, such as PUG & PIG TRICK-OR-TREAT, is really tight. In bookstores, Halloween books go on display after Labor Day, after Back to School peaks. Last year, I was in a bookstore on the morning of Oct. 31. Halloween was already packed up, replaced by Thanksgiving, Christmas, and Hanukah. Think of the February holidays – Groundhog Day, Valentine’s Day, the Presidents.  The peak time for story times or presentations using these books at schools, stores, and libraries is also less than six weeks.
 
My local librarians confirm that Halloween books, as well as other holiday books, are checked out all year long. My kids chose holiday picture books any time of the year, too. I probably can still recite most of CRANBERRY THANKSGIVING by Wende and Harry Devlin, and that isn’t because we read it only in November. Kids aren’t particularly concerned with the calendar versus how they respond to a particular book.
 
A seasonal book may be more attractive for guest blog posts, because bloggers like timely and topical posts. But once the holiday is past, promotion will likely seem out of place. In contrast, a birthday book or an afraid of the dark book, or any more universal theme or experience, can be promoted any time.
 
I’m having a ton of fun with the Halloween book, although this is a crazy six weeks.  Because Pug and Pig wear skeleton costumes, of course I hunted for a skeleton costume of my own. Finding something that wasn’t going to scare little kids turned out to be a challenge. It’s hard to find a friendly-looking skull. A skeleton apron seemed to be the best option. I start events without the apron on.  If the kids are really young, I may stick with orange and purple beads.
 
There’s always that tension between what we write and whether there might be a market for that manuscript. “Write what you love” doesn’t always match “there’s a place for that book on our list.” I’d be interested to know how many debut books actually are holiday books. My speculation is that a holiday book is more likely marketable after an author has other books out, or if it is a companion book or sequel featuring characters in an existing book.
 
Come November, I’ll be focusing more on my writer self. I plan to be more organized about goal setting for writing and revising as well as my author/business responsibilities.
However, as I make my way through this hectic October, I’ve rediscovered that candy corn is a fine carrot for me. And fortunately, it’s on the shelf all year long.

~ By Josh Funk
Marketing. What are my thoughts on marketing a picture book? Where do I start? What would I tell an author who has a debut book coming out? That’s a loaded question, so I apologize in advance for the long post!
 
#1: Start Early
 
We all know it takes about two years (give or take) for a debut picture book to be released once it’s acquired. Those two years are precious - use them wisely! Spend that time growing your network.
 
One way is to go to as many author events at bookstores as you can. And here are four whys:

1. You’ll meet other writers and illustrators - not just the event’s host, but friends of the creator and more.
2. You’ll meet the booksellers, which will make it easier to schedule events when your book is out (it helps if you purchase books at the stores during these events - they do notice who buys books).
3. You might meet educators who are fans and friends of the author for whom the event is scheduled - and these book-loving educators always enjoy meeting more (future) authors!
4. You might learn a thing or two (or twelve) about presenting at book events.

You never know where these writer/illustrator/bookseller/educator connections will lead - be it book sales, or blog posts, or friendships, or school visits.
 
Another thing to do is to get on social media - and grow your virtual network. There are pros and cons to all of the different social media platforms (Facebook, Instagram, tumblr, etc), but my preferred platform is Twitter. As a picture book writer, my direct audience (children 0-10) is not on social media. (This is different if you write YA - I can’t speak about interacting directly with your readers.) I love Twitter because it’s a great place to connect with educators, bloggers, booksellers, parents, and other writers and illustrators.
 
How do you grow your network when your book is still two years away?
 
Follow people in the industry and see what they tweet and what they talk about. Twitter is like a worldwide cocktail party where everyone’s invited - and anyone can join in on any conversation at any time.
 
Follow educators like Pernille Ripp, Margie Myers-Culver, & Melissa Guerrette. Follow bloggers like Jen Robinson, All the Wonders, & Mr. Schu. Follow bookstores like Porter Square Books, Vromans, & Octavia Books. Follow writers like Tara Lazar, Phil Bildner, & Linda Sue Park. Follow illustrators like Girllustrators, Don Tate, & Debbie Ohi. Follow organizations like IndieBound, American Library Association, & SCBWI.
 
But what do you tweet and share?
 
If you have a blog (which you don’t NEED to have), tweet out those links. Read blog posts and articles that the above people write and tweet - and share the links that resonate with you. If someone you know sold a book or has a book birthday, congratulate them! And tag people. Positive vibes and good will go a long way.
 
And just maybe, when you start connecting with people on Twitter, they might click on your name and website (more on that below) and they’ll see you have a book coming out yourself. Your book is now on their radar. You’ve planted the seed.
 
 #2: Prep for Launch
 
Make sure you have a solid and easily navigable website. There are lots of resources out there regarding what your website should have. Look at other writers’ websites and see what you think will work for you. I use Wix to design mine, but there are lots of options. My chosen website categories are as follows:
●Home - the landing page.
●Books - a list of all of my books (each with a sub-page dedicated to that specific book).
●Stuff for Kids - a kid-safe page with fun stuff.
●Schedule & Appearances - a list of everywhere I’m going (and a map of everywhere I’ve been). Make sure to keep this up to date so your fans can follow you.
●Author Visits - a place where teachers can connect with you to bring you to their schools (remember, teachers call them Author Visits even if writers call them School Visits - so make sure to speak their language, since they’re the ones who will be looking at your site).
●Resources for Writers - my 12-Step Guide to Writing Picture Books - AKA the link I send to people when a Facebook friend tells me their cousin wrote a picture book and do I have any advice for them?
●About - a page with my bio, headshots, how to contact me, an interview archive (which will soon include this link), and social media links.
●Blog: I do have a blog to which I try to post at least once a month.
 
Other things I’ve done pre-launch include:
●Newsletter: I have a newsletter (sign up here!). Some people say they’re critical. For a picture book author, I’m not sure. But it doesn’t hurt to have one and post to it a few times a year, especially when you have big news.
●Book Trailers: I've created all of my own book trailers, often along with songs I've written and recorded (on my phone, nothing super fancy - but technology today is awesome).

​​●Activity Kits and Coloring Pages: I've been fortunate that Sterling Publishing has made Activity Kits to go along with the Lady Pancake & Sir French Toast books. Michael Slack and Rodolfo Montalvo each made coloring pages for Pirasaurs! and Dear Dragon, respectively. If your book’s illustrator or designer is willing to strip the color out of some of the images, it’s an easy, free, printable bonus to offer your readers (and to bring to events).

By Allison Pottern Hoch
 
If you’re a regular here at 24 Carrot, you’re no stranger to setting and reaching for your goals when it comes to your writing. But why should that end with the final page of your manuscript? Marketing is how you get that big, beautiful book in front of readers.
 
Having marketing goals helps you to focus on your strengths and make the best use of your time and energy. Because you want to be diving into the next writing project, not spending every day on a new marketing plan. So where to begin?
 
BIG GOALS:
Identify Your Audience: Remember when you started your book and you thought you knew what it would look like when you were done? Odds are it’s become something bigger and stranger and more exciting than you ever imagined. Your audience is the same – your work will touch people you never thought possible. So now it’s time to really dig in and identify who those readers are and how to best reach them (I have some tips here).
 
Know Your Why: With each marketing strategy you try — interviews, blog posts, events — you should ask yourself ‘why?’ What are you hoping to get out of the experience? What are you hoping your readers will get from it? This can help you target specific venues and outlets that meet your marketing goals.
 
Play to Your Strengths: There’s a time and place for all kinds of marketing. But where should you put the most energy? You don’t have to do everything to have success. Identify the strategies that get you most excited and play to your strengths. Public speaking? Social media? Blogging? {For example, I love talking, teaching, and writing so I host workshops and write for a blog}.
 
SMALL GOALS:
Start now: You can begin building your fan base right now, even without a publication. Build your online network through social media and your in-person network through conferences, writing communities, and local bookstores and libraries. Lay the groundwork now so that when you do have that book coming out, you’ll have ready and willing co-marketers.
 
Support others: Promote others as you would like them to promote you. Attend events, review books, buy books, and let people know about the writing and authors you love.
 
Make a plan: Get out a blank calendar and colored pens. Identify key dates (publication date, bookstore events, relevant holidays, etc.) and how you need to plan around to market your work. Booking events? Posting social media updates? Sending out an evite? Put it all on your calendar.
 
Set aside time to market yourself: This is hard. You want to be writing, I get it. But you can’t cram the marketing in last minute – it doesn’t work that way. Build time into your weekly schedule to promote yourself, your work, and your events.
 
Allison Pottern Hoch is a writer and event coach with over eight years of experience in marketing, publicity, sales, and event planning. She spent four years promoting academic titles at The MIT Press before she went to work for Wellesley Books as a bookseller and event coordinator. She organized, hosted, and promoted over 150 events during her tenure, ranging in size from intimate workshops and lunches to multi-media events with over 700 attendees. She’s worked with veteran authors, celebrities, and debut authors. This September, Allison is teaching a Building Events workshop at Grub Street and leading a bookstore panel at The Writer’s Loft. For more information on her workshops and coaching services, visit http://events.pottern.com

​By Francine Puckly

​Last year we featured an interview with picture book author, Donna Mae (the-wooly-adventures-of-self-publishing-an-interview-with-donna-mae.html). Donna had so many interesting promotional ideas for her books that we’ve asked her back to answer some marketing questions for our readers!
 
How do you market your picture books? And do you have any marketing advice for other authors?
 
I’m fortunate that being shelved in Barnes & Noble has given me access to in-store readings and posted events. But out-of-the-box thinking is crucial to promote your books. New and unique ideas for events and school visits make the difference. Here are a few ideas I’ve used:

• Local gift shops will sell your book. (My personal hairdresser sells my books!) Because I am a local author, I have sold and signed books in her shop. People love signed books.
• Approach Indie bookstores for readings.
• Approach local libraries for author visits.
• Explore having interviews on local cable T.V. or radio stations. (A local radio station helped me promote my newest book launch.)
• Donate books to non-profit groups. (I’ve sent books to Milk & Bookies in California.)
• Advertise! Running ads in local newspapers about your readings will bring more awareness to library author visits or radio station broadcasts.
• Figure out unique distribution channels for your books. (I’ve become friends with the on-line marketing manager for Kraft Jet-Puffed Marshmallows, and she recently ordered books from me to distribute to her bloggers as gifts.)

Stay positive! Miracles happen in common hours!
  
Let’s talk about book-specific marketing for your two picture books. How have you adjusted promotional events and items for each book?
 
Well, Marshmallows Galore is the story of what a little boy does with giant marshmallows that fall from the sky while he’s sleeping, so those events are going to center around marshmallows!

• I have a large apothecary jar full of giant marshmallows (guess the number!). Everyone loves marshmallows and that jar is always the hit of the event. It adds fun and excitement. 
• I give away badges. I created a PLEDGE to accompany my story. One of the activities after my reading is that we all take The Marshmallow Pledge and everyone gets a pledge badge.
• Customizing your book display is a good idea. A friend has made felt s’mores for my displays.
• A simple craft is another good marketing tool to accompany your event or school visit. I have done countless Barnes & Noble readings coupled with a craft. The craft I have the children make for this is a helium hot air balloon (because in the book the kids travel by hot air balloon to feed the whole world). Everyone gets a giant marshmallow to put inside. You should see the smiles!

24 Carrot Writing is pleased to present a guest blog by the wonderful Lauren Scheuer.

Lauren is the author and illustrator of Once Upon a Flock: Life with my Soulful Chickens, published by Atria Books (US) and by Souvenir Press (UK). Her work can be found in American Girl, Birds and Blooms Magazine, at the Roger Williams Zoo in RI, and in her blog ScratchandPeck.blogspot.com.

We know you will enjoy Lauren's marketing tips.

By Lauren Scheuer

I’m neither a great author nor a great illustrator. 
 
But I do have success as author and illustrator because I have an edge:  I LOVE Marketing. 
 
Your appeal to publishers is measured not only by your creative work but by your public persona.  Your publisher expects you to do a good amount of marketing, and your social media account is an essential platform.  A strong online following is something publishers look for in an author.

Here are some simple guidelines for marketing yourself on Facebook and beyond:

Choose an identity.   This one little chicken image is the icon that represents me in all social media, and I never change it. I may not always be writing about chickens, but that’s fine.  It’s my art, it’s me. It’s on my business card too. 

To come up with your own identity, make a list of things you love, or things you write about. Think of a simple image. It could be a cute animal, a a bottle of tequila, a dripping dagger…  sketch it yourself or hire an artist to do it. 

A simple photo portrait would work as well.
 
Maintain a flavor. On Facebook you can post photos, quotes, recipes, whatever you write about. But stay on subject.  You are, or may one day be, a public figure.
 
Things I post:
•Pictures of my chickens and other critters, and pictures of my artwork.  Also, links to my Etsy page when I add a new product, and photos of me being amazing

Things I don’t post:  
•Drunken party-selfies
•Family photos at the beach
•That amazing plate of nachos I had at the restaurant last night
 
Join groups of like-minded people.   If you write about drag-racing, then join all the related Facebook groups you can find:  Grannies who Drag, Draggin’ Dragons, Greased Lightning Gals (…to name a few.) Post images to those groups and comment on other posts there.  It’s a great way to make new friends.
 
Post regularly.  When I’m in enthusiastic marketing-mode, I post to my own Facebook page daily.  Otherwise, every few days keeps me on people’s radars.   
 
Link to your other social media.  For example, you can link your Twitter and Facebook accounts to make it look like you’re tweeting even when you aren’t. *
 
This is only the tip of the iceberg as far as social media marketing.  I also use Linkedin, Instagram and Pinterest.  Because every bit counts, and because it’s not a waste of time!
 
*I un-linked my Twitter account after November 8, for emotional reasons.  Now I use Twitter only for unbridled political rage, while on Facebook I remain a mild-mannered chicken-lover.
 
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To learn more about Lauren visit her website at laurenscheuer.com/  or visit her on Facebook at www.facebook.com/lauren.scheuer .

You can order a signed copy of  her illustrated Memoir, Once Upon a Flock: Life with my Soulful Chickens,  in her Etsy shop at  www.etsy.com/il-en/people/lscheuer .