You’ve written your picture book, worked with an editor, found an illustrator, published it, and finally have a finished book in your hands. Now comes the part many new authors (and seasoned authors) dread: book marketing.
You create a social media post announcing your book. You share the cover. You post a link to Amazon. You tell everyone about your new release. Maybe you offer a discount or run a giveaway.
And then… nothing.
If this sounds familiar, you’re not alone.
One of the biggest mistakes new picture book authors make is focusing too much on selling the book and not enough on building an audience that actually cares about the book.
“BUY MY BOOK” ISN’T A MARKETING STRATEGY
It’s understandable that new authors want people to buy their books. After all, you spent months or even years creating the story.
But your audience doesn’t automatically share that excitement.
-A parent scrolling through Facebook or Instagram may not be thinking, I wonder what new picture books I can buy today.
-A teacher may be looking for classroom ideas, reading resources, or activities.
-A grandparent may search for a meaningful book for a grandchild.
-A librarian may be looking for books that fit a particular theme, age group, or community need.
-A 2nd, 3rd, or 4th grader may be looking for something that looks fun, scary, or adventurous.
These people have different reasons for paying attention to children’s books.
If every post simply says, “My new book is available! Buy it here,” you’re asking people to make a purchase before giving them a reason to care.
START WITH YOUR AUDIENCE, NOT YOUR BOOK
Effective book marketing begins with identifying who the book is for and why they would want it.
For a picture book, remember that the child is usually the reader, but an adult is often the purchaser. That means your marketing may need to appeal to parents, grandparents, teachers, librarians, or other adults who choose books for children.
Think beyond the basic description of your story.
-What does your book offer?
-Does it help children deal with a common childhood experience?
-Does the theme encourage kindness, friendship, courage, curiosity, or problem-solving?
-Does it introduce children to a particular culture, place, animal, historical period, or concept?
-Does it make children laugh?
-Does it encourage reluctant readers?
-Does it provide an opportunity for parent-child discussion?
-Will it welcome a classroom discussion?
As an example, in a meme I created for my chapter book “Walking Through Walls,” I have “Great for reluctant readers!”
Those benefits can become the foundation of your marketing.
GIVE BEFORE YOU ASK
One of the most effective ways to build an audience is to give people useful or entertaining content before asking them to buy something.
For example, if your picture book is about a child who is nervous about starting school, you could share tips for helping children deal with first-day-of-school jitters.
-If your book features an animal, you could share interesting facts about that animal.
-If your story focuses on friendship, you could offer conversation starters parents or teachers can use with children.
-If your book takes place in another country or culture, you could share age-appropriate facts about that setting.
And if your book is funny, let some of that humor show up in your marketing.
The goal is to make your social media posts, blog articles, newsletters, and other content worth reading, even if the person doesn’t buy your book.
Ironically, this can make people more interested in the book. Maybe they’ll come back at a later time to buy it.
DON’T IGNORE THE AUTHOR BEHIND THE BOOK
Another common mistake is hiding behind the book.
New authors sometimes think their marketing should consist entirely of book covers, sales links, promotional graphics, and reviews.
But readers—and especially the adults who buy children’s books—also want to know the person behind the book.
-Share your writing journey.
-Talk about what inspired the story.
-Explain an interesting research discovery.
-Share a behind-the-scenes look at the illustration or publishing process.
-Discuss something you learned while writing the book.
-Tell your audience about a challenge you faced and how you solved it.
These kinds of posts help people connect with you, not just your product.
And connection is important because people are more likely to pay attention to an author they know, recognize, and trust.
BUILD YOUR MARKETING BEFORE LAUNCH DAY
Another mistake is waiting until the book is published to begin marketing. Ideally, you should start building awareness before the book is available.
You don’t need to reveal everything at once. Instead, introduce the story’s theme, share snippets, talk about the characters, or reveal portions of the artwork.
This gives potential readers’ time to become familiar with the book.
Then, when the release date arrives, you’re not introducing your book to complete strangers. You’re presenting it to people who have already seen it, heard about it, and perhaps developed an interest in it.
An excellent example of this is a former coaching client, Sherry Dunn, who has nailed creating funny and effective social media posts.
THINK RELATIONSHIP, NOT TRANSACTION
Successful book marketing isn’t necessarily about getting someone to buy your book today.
It’s about becoming known as an author who consistently provides something of value to a particular audience.
That audience may eventually include parents, educators, librarians, grandparents, booksellers, other authors, and children’s literature enthusiasts.
Some may buy your current book. Others may recommend it. Some may share your posts. Some may subscribe to your newsletter. And some may become long-term supporters who are interested in whatever book you publish next.
This is how you build a writing career.
SUMMING IT UP
Your picture book is the product, but your audience is the foundation of your marketing.
So before you post another “Buy My Book!” message, stop and ask yourself:
What can I share that would make my ideal reader—or the person who buys books for my ideal reader—want to follow me?
Answer that question, and you’ll be on your way to creating a marketing strategy that is about much more than selling one book.
I’m a working children’s ghostwriter, book doctor, editor, and self-publishing consultant. I help turn your idea, outline, or manuscript into a book you’ll be proud to call your own—and provide hands-on guidance through every step of the self-publishing process.
OTHER HELP I OFFER:
HOW TO WRITE A CHILDREN’S FICTION BOOK
A 200+ page book that will help you write your own children’s book.
CHILDREN’S PICTURE BOOK AND CHAPTER BOOK COACHING
4- to 12-week programs
WRITERS ON THE MOVE SELF-PUBLISHING CONSULTING AND SERVICES
Guidance and more for children’s authors (specializing in picture books and chapter books)
You can contact me at kcioffiventrice@gmail.com.
