7 Kid Lit Authors Share Their Secrets to Help You Rock Your Book Launch

Launching a book in today's crowded market is like trying to climb Mt. Everest with a blindfold. Seven of my YA and Kid Lit writerly friends stop by to reveal their proven strategies for launching books to help you make it to the top.  
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​Whether you publish in digital or print, rely on social media, or target brick-and-mortar venues, these talented creatives share ideas to fill your book launch tool kit.  Be sure to scroll to the end for a resource list with even more ideas from wise publishing folk.  

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A.J. Cosmo

AJ Cosmo
http://www.ajcosmo.com

Author and illustrator AJ Cosmo  has published more than 30 children’s books and earned thousands of five-star reviews.  Active on Twitter, social media and his local writers’ groups, AJ engages followers through his weekly newsletter, where he often offers limited free e-book downloads to subscribers. 
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It's no secret that reviews make or break a book.
​~ AJ Cosmo
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​​Get people involved:  

• AJ turns over much of his book launch to others. He believes that the more people feel as if they had a hand in  your work, the more likely they'll be to take your work personally and promote it to friends and family.
• He involves readers by asking for opinions and makes changes before launch to reflect people's feedback. AJ also includes early supporters in a dedication page. He creates a special edition of the book just for select readers- whatever he can do to personalize it.

 
Get Day One reviews:  

• AJ suggests getting at least 30 people to agree to review a book and post reviews on launch day. He creates an event and gives something away in exchange for reviewers' effort (such as the book itself, a chance to win a prize, or a special thank you letter).
• He understands people get busy and finds half of those he invites will forget; the other half will post a review. He cautions not to take this personally; it's just how life is. Having at least 15 reviews makes a book stand out against a sea of few reviews. Reviews also encourage more reviews and can help get books on best-sellers lists, hot new releases, or eligible for special promotional consideration.

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Hannah Heath
http://hannahheath-writer.blogspot.com
 
Hannah Heath, author of YA Christian fantasy, believes in the power of words and works to use them in ways to encourage and inspire her readers.  Her debut novel, Skies of Dripping Gold, is a dystopian tale about a young man’s fight to save his sister’s life and rescue his own soul.  Hannah is supreme at building her author platform months before publishing and attracting readers through her unique blog that combines reading and bookish recipes. (That's how I discovered her!)
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Grow a following that will give your writing high praise simply because they think you’re an awesome person
​ and want to support you. ​
​~ Hannah Heath

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​Build a following early: 

• Hannah hooks readers long before publishing her book.  She finds this it the best way to build a strong author platform and attract readers. 
• She grows a following by being personable, encouraging, and fun on social media.    

 
Create lots of promotional material: 

• Hannah plasters launch teasers all over the Internet: taglines, loglines, character profiles, cover reveals, back jacket blurbs, scenery collages, book quotes.
• She designs material in visual formats and trickles them out on blogs, Pinterest, Twitter, etc. 

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Lise Chase

Lise Chase
https://www.facebook.com/WallyandWarren/
 
Author, illustrator Lise Chase hit Amazon’s best-seller list in her genre with more than 1,000 downloads of one of her Adventures of Wally and Warren Series picture books.  Three of her books ranked in Amazon's top 100 at the same time.  Yep, her download numbers caught Amazon’s attention. She reaches such numbers by visiting local pre-school and elementary schools, reading her books and bringing literacy activities to children.  During the past three years, Lise has read to more than 10,000 children in her home community.
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It’s more about community to me. 
My children grew up in this same area, so it’s my way of giving back to teachers who helped mold my four adult children.
~ Lise Chase

​Hold school readings, contests:   

• Using her personal network to gain entry into classrooms, she visits with custom-made  stuffed animals of her characters to engage kids.  She also holds school-wide coloring contests, where the winner earns a gift basket stuffed with books and goodies related to her tales.  As word spread,  her visits snowballed.  As a result,  schools and parents often buy her books and character plush toys.

 
Use Amazon promotions:  

• Lise finds Amazon is an advertising powerhouse once authors hit the top three spots in their category. Lise takes advantage of Amazon’s promotions for its full-price books once all three of her books made the top-seller list, nestled between the Berenstain Bear books.
  
• She also offers free Amazon downloads: The Dinosaur Hunt was #767 out of all books on Amazon, with more than 1,000 downloads in days.  Her books' rank on Amazon has also helped moved her books into Barnes and Noble and Walmart

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Rosie Russell

Rosie Russell
http://booksbyrose.com
 
Picture book author, illustrator and former educator Rosie Russell engages Facebook followers during book launches that are heavy on charm and socializing; light on selling.

She launched three different picture book series on a shoestring budget.  Most important, Rosie established a loyal following by supporting her readers on social media.
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Book launches give customers the perfect chance
to get to know you better!
~ Rosie Russell

​Facebook Launch:

• Rosie runs a Facebook launch party for five consecutive weekdays to cover all time zones. 
• She randomly selects a daily prizewinner from a pool who like, comment, and share her book post on social media. 
• She maintains daily interest by posting each winner’s name the next business day.

 
Giveaways:

• The Dollar Store is Rosie’s fave shopping spot to find affordable prizes relating to her books. For example, sales from her Maggie, Millie, and Merrie titles support art therapy programs, so she gives away art supplies.  
• CAVEAT: It’s costly to ship items outside the country.  Instead of tangible items, offer e-mailable gift cards to international winners.

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Sandra Bennett

Sandra Bennett
http://www.sandrabennettauthor.com
 
Author and former primary-grade teacher Sandra Bennett hooks kids on books through her early reader fantasy series and picture books featuring her native Australia.  In addition to marketing in cyberspace, Sandra pounds pavement and shakes her network to set personal appearances at local schools, libraries, bookstores, and even a natural science museum.

Launches were so much fun,
with lots of exposure and plenty of engagement.
​~ Sandra Bennett

Connect your launch to local themes, celebrations:

• Sandra uses her personal network to create in-person events and aligns them with local themes or interests.  For instance, she visited schools during the launch of her last book, Frazzled Freya, to coincide with Australia's National Book Week theme, "Australian Stories."  Her story about Outback animals graces shelves of her regional natural history museum and visitors' center.

 
Create in-person local launches 

• Sandra sends emails and posters to friends, family, and educators to help her promote author appearances.  She also creates posters for shop windows to advertise her appearances.  
• She designs craft activities and uses puppets to engage her young audience.  Building on their curiosity about the natural world, she draws them in by discussing her story's quirky characters or animals.  Food is a must in Sandra's face-to-face launches.

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Carmela Dutra

Carmela Dutra
http://www.CarmelaDutra.com
 
Author, illustrator, mom, and professional photographer Carmela Dutra pens two sets of picture books for beginning readers, Lorenzo the Bear and Little Katie.

​She uses her social network on Twitter and Facebook to introduce her books with launch parties and custom giveaways.

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Finding what works best for your launch involves trial and error,
but that's how we learn and evolve in our craft.
  ~ Carmela Dutra

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​Promote early for author e-events:

• Carmela promotes at least three weeks in advance for her Facebook event.  She creates photo-based and video teasers with images of her book and prizes on social media.
• She previews prizes ranging from free e-books and activity packages jammed with printables, crayons, pencils, and other kid-friendly goodies.

 
Engage followers with a range of opportunities:

• During her online launch, Carmela asks questions related to her STEAM book.  She also shares different activities every 30 minutes during the duration of her 3-4 hour launch to keep followers interested in coming back for more.
• She responds immediately to all comments and posting winners' names, with permission, on her social media sites.

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C. L. Murphy

C.L. Murphy
http://www.lovablelobo.com
 
C.L. Murphy has been creating with and for kids, for years.  She’s armed with crayons and not afraid to use or share them.  

​Her recent launch of the latest in her Lovable Lobo Series of picture books attracted more than 15,000 participants during its month-long blog tour. 
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WOW!
​The POWER of social media continues to amaze! 
​~ C. L. Murphy

​Hold a book tour:

• ​C.L. recently created and led a 30-day virtual book tour with 23 bloggers to launch her newest release, Selfies in the Wild. She designed a smorgasbord of launch activities, from a video to nature photo contest for kids and a packet of custom book character printables. 
• She reached out to the nearly two dozen book bloggers,with whom she built a personal connection on social media, to host her book tour.
• Using Apple's native software i-Movie, C.L. produced a charming video as part of the material she provided for her tour. book...and you know how video is such a reader magnet!

​Leverage social media (NOT a buy-my-book approach):  

• C.L used her robust Twitter and Facebook platforms to promote her book.  However, she first socialized and supported others in cyberspace long before the launch, charming people with her funny posts.
• The $200 US gift card she offered through Rafflecopter was a huge draw, attracting nearly 15,000 participants by tour’s end.  But it was C.L’s stellar planning, implementation and follow-up with bloggers and readers that kept the momentum.
• ​Read more about C.L. Murphy’s giveaway on her blog, ​Hazardous Ways to Gain Attention for Your Newly Released Book​

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LEARN MORE - A RESOURCE LIST
Find more ideas from the wise sources below.  Can't wait to hear about your amazing launch.  All the best!


Helpful Posts
How Book Launches Have Changed in the Digital Age
By Anne R. Allen
Oh yeah.  Loving that concept of a soft launch!  It eliminates the stress of doing EVERYTHING on ONE day.  Find out how a soft launch might work for you.

Indie Authors: Book Promotion Tools and Tips
By Sabrina
OK, it says, "Indie Authors," but this compilation helps trad-pub writers, too.


Free Book Promotions: Are They Worth It?
By Frances Caballo
Frances' insightful pros and cons of free e-book promo sites, including Kindle's Select program, point you in the right direction.

 
Promotion Services
There are a gazillion sites that manage blog tours or launch-day promotions free or for a small fee. 

I used many of the sources below to zoom my Sweet T and the North Wind e-book to the top of its Amazon category on launch week.  Site owners are responsive and helpful, and their process did not break my budget or my nerves. I plan to contact them when launching my Sweet T and the Turtle Team in spring 2017.


Blog Tours/Book Blasts
Beach Bound Books
Stacie Theis supports children's book authors with blog tours, book blasts and more.

7 top eBook Blog Tour Sites
By Greg Strandberg
Greg lists services I know about but have not tried.

KindlePreneur
If you're an Indie in the Amazon universe, Dave Chesson lists 79 sites to promote your e-book.

SCBWI Book Blast
The Society of Children's Book Writers and Illustrators (SCBWI) has a focused effort each fall for its members to market their stories and art. Members pay a small fee for this service that leverages large group marketing.
 

Promotional Newsletters, Services
I used Fussy Librarian and Riffle Select with great success.  Caveat: you must have a certain number of positive reviews on Amazon in order to post, so read the requirements carefully before submitting, and start lining up those reviews!

Indies Unlimited
​IU promotes free and .$99 e-books in additional to monthly print books promotions.  I have not used IU, but check out its advert policy to see if it suits your goals.

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Before you go....
...  What launch strategies might you consider?
... What techniques worked for you?
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​Please share your ideas in the comment section.  
We'd love to hear what you think and appreciate tips you  share with others on this writing road.
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