What the Marketing Department Wishes Nonfiction Writers Knew

By Kerry McManus, Marketing Manager, Boyds Mills & Kane

Congratulations -- your book is finally finished and about to be released into the world!  But, now what? Promotion, publicity, and marketing are all essential to your title’s success, but what’s the best way to get attention?  How can you effectively work with your publisher’s marketing department – and produce results? 

Here are some tried and tested tips from my years as a children’s books marketer that will make your book marketing experience a positive one – for you, and for your publisher, too.

Keep your working hat on!

Most marketing and publicity departments are lean – even at big publishing houses. It’s unrealistic to expect your publisher to do everything from A to Z to promote your book, so it’s imperative that you continue your work to get the word out.  To start, make good use of your personal connections and contacts.  Let teachers at nearby schools and librarians at your local library know about you and your book.  Contact area bookstores and media.  Send a note to your college or graduate school’s alumni publications.  All of these efforts will begin to pave the way to recognition and sales.

Know your audience (a.k.a. people who will actually buy your book)

While kids are your reading audience and end users, they rarely have the “purchasing power” to buy books.  Adults buy books – specifically teachers, librarians, parents, and grandparents.  Focus on promoting your book to these buyers. Work with your marketing department to reach out to bloggers who write about nonfiction books.  Be willing to write original content for guest posts on blogs.  Maintain a robust  and easy to navigate website with up-to-date information and content. Discuss a VIP mailing of your book to key influencers with your marketing department. Start engaging on social media.

And speaking of social media…

Whether you’re a fan or not, social media is here to stay.  The good news is that social media channels provide an excellent place for authors and illustrators to have a conversation with their followers.  It’s important that every author and illustrator maintain a social media presence, preferably on Twitter, Facebook, and Instagram – teachers and librarians especially want to hear from authors and illustrators!  Provide tidbits on how you wrote your book.  Tell a story about your subject matter.  Consider a giveaway of your book to create excitement.

Collaborate with your fellow nonfiction authors and illustrators

Many authors and illustrators join forces to promote each other’s books, especially on social media.  Seek out other nonfiction authors and illustrators and offer to promote their titles to your followers, and ask them to do the same.  This “I’ll scratch your back if you scratch mine” approach works – and also introduces you to contacts you may not be familiar with.

 

And the award goes to…

Awards can help sell nonfiction books.  Talk to your publisher about submitting your book to various awards committees that align with the content of your book. For example, the Children’s Book Council facilitates awards in conjunction with the National Science Teachers Association (NSTA) and the National Council for Social Studies (NCSS).  If your book is fortunate enough to be chosen for awards such as these, you’ll be reaching educators and librarians who will purchase your books for their classrooms or libraries.   

Be reasonable and understanding with your marketing department (please!)

Know that your marketing department staffers have the best intentions and your overall success in mind at all times.  That being said, children’s books marketers are really busy folks with many behind-the-scenes responsibilities and tasks that may not seem obvious to you, but are imperative to a book’s success (metadata, anyone?)

And while I’m on this topic, authors and illustrators should always be aware that marketing budgets are usually tight.  Promotional materials and trips to conferences are costly and not every book or author/illustrator will receive this type of push.  For example, it’s always a good idea to talk to your marketing department before you accept a conference invitation (and never assume that your publisher will pay for your trip!)

Consider outside help

Hiring a freelance publicist is a great choice for those authors and illustrators who want that extra “boost” for their book.  These publicists can help you craft an effective plan for your book and will happily work in conjunction with your publisher’s marketing department.  Ask your publisher for recommendations.

Keep the bottom line in mind

The ultimate goal of any children’s book marketing effort is to SELL BOOKS.  Focus on opportunities that will lead you to this goal, and you’ll be well on your way to success. 

ABOUT THE AUTHOR

Kerry McManus has worked in children’s books marketing for almost twenty years.  She is currently the marketing manager at Boyds Mills & Kane, where she works closely with nonfiction authors who publish under their Calkins Creek and Boyds Mills Press imprints, and has previously held marketing positions in the book division at Highlights for Children and at Random House Children’s Books. 

ABOUT THE PRIZE

A selection of recent Calkins Creek and Boyds Mills Press nonfiction titles.

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