Self-Promotion: A Challenge with Self-Publishing and Small Presses

Most of us have heard of Mo Willems, Doreen Cronin or Sandra Boynton. They’re all big name children’s book writers signed with big name publishers. They have marketing teams behind them, designing stuffed animals, CD’s, and endless lines of follow up books. But, for most of us, that kind of success is just a dream. Many people these days are turning to self-publishing or small presses to get their feet wet.

In general, publishing with a small press is still more socially acceptable than self-publishing. Publishing with a small press also often brings the advantage of more support from the publisher. My picture book, Angeline Jellybean, was published by 4RV Publishing, and I was pleasantly surprised that I had so much input during the process.

Although all authors need to promote their books on their own to a certain extent, I find this particularly true for those published by small presses and self-publishers. It also seems true that we have to work twice as hard to get our names out there. Since Angeline Jellybean was published in December 2008, I’ve worked hard to promote it both online and off. I’ve also run into a number of challenges. The greatest challenge anyone who is self-published or published by a small press has to face is not getting shelf space in major bookstores. As a result, I’ve found it hard to find bookstores willing to host me for book signings or author appearances. I did manage to get a few copies of my book on the shelf at a local independent bookstore, but the same bookstore never granted my publisher’s request for a book signing. I recently sent a follow-up e-mail to the bookstore, and have yet to receive a reply.

Selling books is a big business, so it makes sense that bookstores want to carry merchandise that is going to sell. Sometimes, however, it feels like just another impossible hurdle to an author trying to make a name for himself. Most of the authors I know who have been published by small presses have turned to the internet for marketing and promotion. Groups like VBT-Writers on the Move, Goodreads, and invention of blogs help books live on even in a technology-driven world. When your book is only available online or though the author personally, it makes sense to promote online. Still, online promotion can only take you so far. I believe that you have to somehow break into the real world to make a name for yourself.

I have thought of a few qualities which authors must possess in order to make it big. Not surprisingly, time and money are on top of the list. Also included are patience, drive and determination. You can’t be timid about writing, calling or visiting local bookstores and libraries. You also can’t let yourself take it too personally when you get let down.

Still, I wonder if mainstream bookstores and schools could be more open to hosting a little-known author who just wants to get their feet wet. At the very least, I would expect more people to tell me no than not return my phone calls.

What do you think? Should we as writers be doing more, or are traditional venues for promotion and readings a thing of the past?