So, You’ve Written a Children’s Book?

Everyday I get an inquiry from a well-meaning person who has written a “children’s book.” Usually the topic is about some fundamental aspect of learning about the physical world or figuring out some lesson about what it means to be a decent or loving person. All well and good. There is nothing wrong with these author’s intentions, and I applaud them for wanting to share positive ideas with kids, and for taking the steps to learn about self-publishing. Yet each time I find myself having the same conversation which ends up with me giving an unintentional lecture. Most authors—and yes, most do have big hopes of making it into the traditional marketplace—simply are not prepared to deal with what is possibly the most competitive and saturated market in publishing next to fiction. While it’s important for me to help every author who is sincerely trying to figure out how to publish, the practical Norwegian genes (thanks, Dad) surface and tend to deflate some big dreams. Find one person on your street or in your workplace who doesn't have some hidden aspiration to become an author of either a novel or a children’s book. If you ask around, you’ll find yourself surrounded by them.

If you frequent well-stocked, reasonably successful bookstores, all you need to do is look at the space devoted to the children’s area to figure out that young readers are arguably the mainstay of the publishing business. It’s an honest and noble dream to reach out to kids through books, but let’s look at the facts.

When browsing a decent children’s section, you will see a representation of books from many big publishers for all of the age groups (which define the categories within children’s books, and and you should know what they are if you plan to enter this market). If you’re a bookseller and you’re worth your salt, you will not be without Beverly Cleary, H. A. Rey, Dr. Seuss, Laura Ingalls Wilder, Roald Dahl, Ian Falconer, The Magic Tree House Series, Kate DiCamillo, Marc Brown, and countless other award-winners who have long slaved over their craft and have earned the precious shelf spaces they occupy. Customers come in and they want Olivia and Curious George Rides a Bike. They want board books on Spot and Pat the Bunny. They don’t come in for a book you've written—no matter how charming or kid-worthy it is—unless you’ve created some serious demand for it. Even then, don’t forget that you are competing with the likes of Shel Silverstein and Rosemary Wells. Their books may be faced out (covers displayed instead of spines) while yours will be within the depths of the wholesaler database, relegated to pixels and ones.

So how do you create serious demand for your book? First of all, make sure your book is a good one. A poorly produced book with weak characters and amateurish illustrations is not going to impress anyone but your immediate family members (if that). Is the book edited? It may only have less than 1,000 words but even kid’s books need to be carefully written in language that is appropriate for the audience. Often there is much complex thought and planning behind what seems to be very simple. Make sure your publisher uses a reliable printer who knows how to handle color reproduction. Finally, and perhaps most importantly, make sure your publisher can direct you and provide services to market your book to targeted audiences through all available channels such as online marketing and customized websites—and not just bookstores.

The first step toward realizing your dream of becoming a successful children’s book author is first to test the waters and do your research, even before you pick up a brush or type on the keyboard. Spend some time online and in bookstores, and see what’s out there. I’m not saying you must invent a new idea. The same topics can be explored over and over again, but this only works if the approach is unique and the material itself is of a certain quality that will stand out.

No one can claim to have the magic bullet for success, but I do know of a path that steers clear from the expensive and heartbreaking pitfalls many self-publishers find themselves in. Do your research, be realistic, and find a good self-publishing company that can guide you through what can be a very daunting process if you go it alone.

Coming soon: All About Color