Every author, no matter what market you write for, must consider marketing. That’s why we’ll take some time to look at this perspective and what you need to know to prepare for this crucial part.
Tommy Nelson is the children’s division of Thomas Nelson. They publish Bible Storybooks, Board Books, and fiction for kids and tweens, and YA non-fiction. They also have several branded lines of products including Hermie, Veggie Tales, Bibleman and Adventures in Odyssey. YA Fiction is handled by the Thomas Nelson Fiction team.
Thomas Nelson has been around since 1798. Go ahead, pause and take that in for a minute. 1798, people. They seek to be a source of light and inspire the world. Pretty awesome goals. Check out their website to see the books they work on and their mission statement. (By the way, you can tell a lot about a company by their mission statement. When you are thinking of submitting, be sure your mission lines up with their mission and you’ll have a much better shot at being a good fit.) We will have the great privilege of hearing from a variety of people who work with children’s books at Thomas Nelson.
Thank you so much for joining us and helping us find out more about marketing children’s books!
Q. Can you tell us a little about yourself?
My name is Jacklyn Johnston and I am the Children’s publicist here at Nelson. I was a journalism major from Belmont University here in Nashville and was lucky enough to get an internship with Nelson in publicity. Luckily when I graduated, Nelson decided they wanted to keep me so I’ve been here ever since! I am extremely lucky because I get to do what I love everyday. I’m a writer at heart so being involved in the publishing process is a dream. I work with fantastic writers, talk with media, meet inspiring people, travel, market fantastic books that change lives and have fun while doing it. We just have more fun here in the children’s department.
Q. Even though I’m sure no day is “typical”, can you tell us about what your “day at work” is like as a publicist?
In the time I’ve worked as a children’s publicist, I have NEVER had a typical day, but that is why I love it! My days include catching up on the news that day, author calls, working with sales and editors, calls with media people and book stores, research, making media lists, writing press materials, LOTS of emails, prep for author events and sometimes events at night. It’s crazy and new everyday but I love it. I love how it’s never the same, you’re always learning, writing and helping get the great message of the books out to the world.
Q. With so many different bookstores (Christian and general) and distribution channels (online booksellers), what do you see as the most successful channels for Christian children’s books?
Why? Wow, great question! We’re trying to figure that out too 🙂 There are a couple factors that are really affecting the publishing industry and the outlets books are sold in, two of which are the economy and digital publishing. Even with the economy the way it is and the overall sale of books declining, the sale of children’s books is still going strong. I feel this is partly due to the fact that parents may not be as apt to buy a book for themselves but when it comes to their children, they are still willing to spend the money on something that is educational, entertaining and engaging.
When it comes to digital publishing revolution, children’s books, specifically picture books, in their original form are still in demand. There is just something about curling up with your little one and reading a picture book. An e-reader just can’t do a children’s book justice. Because of the tactile nature of children’s books, I still think that the brick and mortar stores are the most successful channels to sell Christian children’s books. For adult books, online booksellers are taking more and more of the pie but parents want to pick up and see what they are buying their children so that’s why these physical stores are still the most successful for our children’s books.
Q. What advice would you give to a children’s writer to prepare them for marketing a picture book? What about a kids or tween novel?
To build a platform for themselves. No matter what type of book you write this is so important. Not only will it make you more attractive to potential publishers because you already have a following but it will be great for marketing and publicity purposes as well. One way to build a platform is through traditional media like authors who are an expert on something and have been on a TV show, interviews on radio or for a newspaper, but the internet has given us a whole new way to create and build a platform. One of the things we talk about with our authors on the first marketing call is about how we can engage them in this type of social networking in order to build a platform for not only themselves but their work. See below the question that asks about social networking.
Q. What kinds of things can get a marketing team excited about a book?
What’s not to get excited about 🙂 We love getting to meet the author, hear what their about, what they want for the book and what excited them! A willing author who is themselves excited about the book is the best thing we could hope for.
Q. Do you see any marketing strategies that are particularly useful for children’s books?
That’s hard to answer because each book is different. There is no cookie cutter marketing plan for children’s book. Normally we take the book and assess what type of marketing would be most useful on a book by book basis.
Q. What are some of the unique challenges you find in marketing children’s books?
Children’s books, unlike others, are not marketed straight to the reader. We are marketing for the most part to the parents, grandparents, uncles and aunts. And for me as a publicist, sometimes it can be challenging to make a children’s book newsworthy for the media. These days, the fact that someone wrote a book isn’t news enough, you have to see how it fits with what’s going on in the world, felt needs etc. It can be challenging sometimes but I find fun in the challenge. That’s part of why I love children’s publicity.
Q. What are your thoughts about online social networking for authors? Blogs, Facebook, Twitter, etc?
Love it! If you are an author with something to say, you need to be networking. We hear everyday about magazines and newspapers shutting down which is drastically changing the face of publicity. The book editors, feature writers etc that are being laid off are still writing. Now it’s just online! Where before my job would be contacting all editors and producers at big media outlets, now it’s reading and researching blogs and connecting with those creators.
It’s critical for authors to understand just how important this social media is. Some authors are still stuck in the rut that the only good publicity is the traditional media. That’s all changing so it’s crucial for authors to reach out on things like blogs, facebook and twitter. Not only that but it’s important for authors to do their research when it comes to social media BEFORE they write their book. Authors can’t just push their book. They need to create a platform and earn the trust of those they are engaging with first. That is key.
Q. What kinds of activities do you like to see your authors doing?
I love seeing our authors engaging with their readers. The internet, through facebook, blogs and twitter, are giving authors and readers such a unique opportunity to really have a two way conversation instead of the reader just reading what the author writes in a book. Not only is it great to connect with and grow your target audience for marketing purposes but I’ve seen it add so much to the creative side of it as well! One of our authors uses some of his readers’ names in his books, sends sample chapters for suggestions etc., it’s a great thing for everyone involved: authors, marketers and readers!
Q. Describe your dream author.
A dream author from my marketing perspective is one that isn’t afraid of new ideas or doing things a new way. Marketing changes every day and there isn’t a cookie cutter way you market every children’s book, but that’s where the fun comes in. So a dream author would be one that would brainstorm with the marketing team on fun, new ways of getting the word out there and then be willing to run with it.
Q. Any other bits of advice you’d like to share with aspiring children’s writers?
First and foremost, don’t give up! Publishing is a hard nut to crack but once you do, it is worth it. You may be told no 20 times but it only takes one yes 🙂 And on that note, be patient. I hate it but sometimes it takes months for manuscript submissions to go through the whole process of being accepted or rejected. It has to pass through editorial, marketing, sales and production so don’t lose hope.
Thanks for being with us and for sharing your wisdom with us! You can follow Jacklyn and other members of the Thomas Nelson team on Twitter:
@JayeMarie (Jacklyn Johnston)
@TommyNelson
And find Tommy Nelson online