When I began writing my first junior novel for kids, I admit I was greener than a fir tree. I paid scant attention to season and time (and probably a lot of other things too) and how they would eventually factor into those all important publishing requirements – saleability and marketability.
My intent in those days was purely to pour out the story which involved stolen Christmas mail, a crime that is most problematic and significant around Christmas time. Then, almost before I knew it, after four years, I had myself a published book and the rush was on to get it on the book shelves in time for its seasonal debut.
PS Who Stole Santa’s Mail? does not take place in a ‘season’ as such, especially when you consider Christmas falls within two opposing seasons. So my problem was not centred on children needing mittens versus sunglasses to read it, but rather would they bother reading it at any other time of year other than when the excitement of the festive season was burning bright in their eyes. Indeed, would anybody bother buying it for them at any other time of the year? Was I cutting myself short of any hope of return by targeting such a narrow time frame within which to sell? What type of publisher would even take such a risk?Fortunately I found one who would and did.
The Publisher:
Look around and you’ll discover a number of independent, smaller publishing companies willing to add new unknown talent to their collection of established and respected authors. It homogenises their small select lists and keeps them vibrant and innovative.
The Timing:
Like any other publishing house, they are or should also be, in tune with the seasonal nuances peculiar to the publishing world, a world revolving around salient selling times. For instance, post-Christmas, early New Year is prime time for flooding a thirsty market with self-help and self-improvement titles. Easter is a popular time to launch books of religious content and anything for children. October, November; leave it later than this and you’ve missed the sleigh for the highest retail revenue season of the year for most titles including all kids lit. Times to avoid are the flattish months between May and July and any time a new Diary of a Wimpy Kid book is released. Your aim is to let your book loose at a time it is going to gain the most public notice and sales appeal.
The PR:
Don’t expect an Indie publisher to have a full time publicist to hold your hand and guide you through the post publishing phase of promoting your book either. If you are lucky, you will be able to work closely with your publisher who should negotiate most of the marketing steps for you but will still rely on you to be your own PR person.
The Plan:
But how does this all translate to sales when you’ve got a book that screams Christmas and little else? Here are my tops tips for selling a themed book. They are by no means comprehensive nor fool proof and relate mainly to traditional publishing, but worth thinking about before you reach for your candy cane…err…pen.
1. First and foremost: don’t write one! No really, if you simply have to write a tale about Santa, then by all means do so. Write what wants to be written within you. Getting too caught up on ‘should dos’ will only hamper your creative flow.
2. Identify the seasonal or calendar relationships in your book. Mine, for example is clearly Christmas. Are there any niche markets that could benefit from this relationship? For example Christmasoholic collectors / hobbyists. They may have everything Christmas, but do they have your book?
3. Find the right publisher. Research and shop around for the right publisher to publish your book, themed or otherwise. Check out their lists, published authors, and read as much of their material as you can. Your kids’ picture book about the Easter bunny is not going to get past the front gate of Harlequin no matter how dazzling it is.
4. Connect the Concept. Have a clear and concise concept of how you intend to market and promote your book when the time comes. Include this in your query letter or submissions to prospective publishers to demonstrate that you’ve actually given the task serious thought. Connect the topic and date to all the potential markets for your book.
5. Be creative. Having a seasonally themed book is a superb launching pad from which to have a little fun and raise a lot of interest in your work. Think outside the square. I created a spread sheet for dozens of local and regional markets, and then rang each market organiser to gauge the best times to be there to sell my Christmas book. Turns out it’s not always before Christmas! Consider moving post-Christmas stock the same way the shops move last year’s tinsel and wrapping paper.
6. Consider local media: radio, newspapers, community newsletters, notice boards in local corner stores. Check out your local schools. Most include their own newsletters. Many welcome visits by published authors. Time this well though. Calling a school or local library to offer your services in November for December is often too late. Like everyone else, they book up in advance and schools vary significantly in their end of year term break-up dates. You may have to start your Christmas visits or the organisation of them in July. Use this in addition to your online and social media presence.
7. Hit the streets. Who are you really selling to? Seven year olds don’t usually buy their own books or presents. They may not even be in the position to be influenced by your amazing online presence and promotions, so think carefully about who is likely to buy your book for them. Who reads to or with the target audience you are writing for? These are the people who will want to know more about your book. Professional business clubs, groups and adult library sessions are all worthwhile places to offer your services. They are often in need of guest speakers about different topics and in exchange for sharing a bit about yourself and craft, may purchase a book or two. Again time these to suit your book topic or seasonal theme to cause greater impact and ‘need’.
8. Celebrate your season at different times of the year. Christmas in July for instance is taking a stronger and stronger hold in a society that needs little excuse to celebrate an event. Exploit this tendency to your advantage.
9. Approach reviewers. Book reviewers, especially children’s ones, often group theme based books together in reviews to showcase as many as possible to compliment that time of year. Think ANZAC based picture books, Christmas and so on. Don’t be afraid to send your books out there. The more you fire off, the more likely they will find their mark.
10. Go nuts with the theming. You’ve written your book about witches and goblins, so now go all out with the decorations and theming to accompany your presentations, book readings or launches. I have a grab box crammed with Chrissy things I use exclusively for my book, not to decorate the house with, for instance. It is always ready to go. Theme any activities you take along for kids to match. Collect other books that support your theme for extra visual interest. Is there music that suits or a book trailer? Use that too. Generate creative gifts to match your theme; pens, caps, Tees – or make your own. Create interesting give-aways for children if you are giving readings. In other words, value-add to your theme. I’m not suggesting you bake dozens of Harry Potter shaped biscuits to sell your witches book, (although I’d love to do this). It’s all about matching time, effort and expense with expected outcome. But the more pop and uniqueness you can associate with your seasonal book, the faster it will fly off the shelves.
The Result:
Of course it’s not wise to let your market theming get in the way of your main purpose; to write and share books with a largely paying audience. Just because you love tinsel and want to give out fruit mince pies at your book launch is not reason enough to pen a Christmas story. It simply won’t work. But if you have a season based book already, all is not lost. With a little lateral thinking you could be moving those elves off the shelves for many more Christmases to come.
Remember, there’s always next year! Now excuse me – I have a date with the Easter Bunny…
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