Publishing Outside of the Box
Writing a book is not easy. But getting one published is often even more difficult. The time it takes to query agents and/or publishers who accept unsolicited manuscripts can often accumulate into months of what feels like much wasted effort that may gradually start to negatively affect a writer’s other professional commitments, social life, and mental health. This reality—along with numerous additional challenges—leads some authors to pursue alternative options such as launching their own imprint or hybrid publishing. Although not everyone has the available cash flow to see this creative goal to fruition, for those that do, retaining more control of the overall finished product is a perk that's not a part of the traditional publishing process.
Author Laura Anne Bird decided to hybrid publish her debut middle grade book during the pandemic—an overall positive, yet unpredictable, undertaking thus far. She unpacks her journey and ongoing promotional strategy in this Q&A:
Any advice for writers who haven't been published yet who feel overwhelmed or extremely unsure about how to navigate the publishing industry?
Before you dip your toe in the publishing industry—which, sadly, can be a demoralizing and soulless place—get all your ducks in a row. Work closely with an editor to ensure your manuscript is fully developed and error-free. Write a killer query letter (and have your editor edit that too). Prepare all your supporting documents. Join Publisher’s Marketplace or purchase the most updated edition of a different directory. I relied on Children’s Writer’s & Illustrator’s Market. Then figure out how you’re going to track the status of your queries. And as you’re submitting, follow all the instructions listed—down to the tiniest detail. You don’t want to give an agent or publisher any reason to toss your stuff on the slush pile.
On a deeper, spiritual level, I think it’s crucial to embark on your publishing journey with a great deal of patience and fortitude. Receiving rejections is humbling so you need to maintain a healthy perspective. What can you learn from the agents and publishers who have passed? How can you pivot? What other opportunities are available? What writing projects can you pursue to keep your creative spark alive? Above all, what is your self-care routine for navigating the seemingly endless stretches of waiting? For me, it’s exercise, meditation, and walks outside.
How have you been building a readership?
I met with a PR consultant before my book launched who put me through a mock interview. When he asked if Crossing the Pressure Line was autobiographical, I cheerfully replied “No.” He laughed and said, “Let’s try that again.”
Readers—and potential readers—want to know how you connect to your novel. Even if your book isn’t “true,” you’ve certainly braided parts of yourself and your own life into the fabric of your story. Share the details of that! Don’t hesitate to get a little personal and talk about how you wove your kids, dog, or love of art into your book. These background details can make your pages come alive, which will only help build your readership.
What was the allure of hybrid publishing your debut book?
Put simply, I had no success in securing an agent. This meant it was virtually impossible to get my foot in the door of a big, traditional publishing house. When I started researching smaller, independent publishers, I discovered that many of them accepted unagented manuscripts—an epiphany for me! Suddenly it felt like there might be a way to get my book published after all.
I then queried Orange Hat Publishing, which ultimately accepted my manuscript for publication. The day they offered me a contract was one of the best moments of my entire adult life.
Working with a hybrid publisher like Orange Hat has been extremely rewarding for me. Their team is dynamic, creative, and intelligent. And I benefit directly from their years of experience. I have been so pleased with the partnership we’ve created: I have a voice, plus I can share my ideas and opinions on any and everything . . . from the front cover to the typeface. Sure, I had to kick in some funds to help jumpstart the process. But, for me, the amount was reasonable; I never thought twice about it. Nowadays the only money exchanging hands occurs when Orange Hat sends me my royalty checks, which still makes me giddy.
Do you have any advice for writers who are hesitant to pursue hybrid publishing because they're anxious about if/where their books will ever be sold?
I do understand and validate this hesitancy because a lot more is expected of the writer. As with most hybrid publishers, Orange Hat doesn’t have a dedicated PR or marketing staff, which means that most of the publicity efforts for my book have fallen squarely on my shoulders. However I knew this was going to be the case, so I committed right away to giving 100 percent. At times it’s felt stressful and overwhelming. But overall, it’s been an exhilarating adventure. I feel alive, whole, and deeply satisfied.
Share two to three marketing tips you think everyone should try (at least once).
Last year I met with a bookseller friend who is very smart. I started crying to Charlotte about how nervous I was for my book launch. (Self-doubt and vulnerability are real.) When I confessed that I was feeling especially anxious about “selling myself,” she said, “Oh no, no, no. You aren’t selling yourself. You’re selling Clare [the main character in Crossing the Pressure Line]. You’re getting her story out in the world for kids who need to hear it. If you don’t sell it, you’re doing those kids—and Clare—a disservice.”
This was a seminal moment for me.
Once I reframed the importance of marketing my book, I was able to jump headfirst into the process. Orange Hat developed an amazing media kit, press release, sell sheet, and business cards for me. I went slightly bananas sending these materials to friends and acquaintances, in addition to any other connections I could think of. Most people want to help; you just have to ask.
My biggest tip is to say yes to any and all PR/marketing opportunities that come your way—even if they terrify you. Interview with a newspaper reporter? YES. Chat on a podcast? YES. Library visit? YES. Q&A at a bookshop? YES. Career Day at a middle school? YES. Live TV appearance via Zoom in your dining room? YES. I’ve done all these things and more. And it’s true what my PR consultant told me: These appearances do get easier over time. Maybe I’ll reach a point where I have the luxury of declining certain invitations, but I’m not anywhere close to that yet.
During my events, I also make sure to take good photos (as appropriate), which I later post on social media. I track each of my appearances in a spreadsheet, so I don’t forget who I met with, what we did or when it happened. And I always send thank-you notes. Basically, I’ve become my own full-service PR firm.
How do you cultivate community with other authors?
For me, writing is an exquisitely private endeavor. I’m not in any writing groups, and I only show my manuscript to my husband and sister before submitting it to my editor. I’m happiest when working alone in my little corner of the coffee shop or in my pajamas at my kitchen table. My editor (who lives in the Twin Cities) and the team at Orange Hat have become my most important community, along with independent booksellers and librarians who have championed my work.
Having said that, I am now trying to connect more intentionally with other authors, so I recently joined the Society of Children’s Book Writers and Illustrators. I’m also very active on Instagram and Facebook, where I’ve made many invaluable connections.
Feel free to connect with Laura for more info via Instagram @laura_at_the_library. And next month, self-publishing maven Darcy Pattison will share the pro marketing philosophy she’s fine-tuned over the past two decades!