Writers With Wrinkles

Marketing Magic: Authentic Strategies for Children's Book Success with Alonzo Fuller

• Beth McMullen and Lisa Schmid • Season 3 • Episode 30

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(PLEASE NOTE: All comments and opinions in this podcast are strictly Alonzo's own.)

In this episode, co-hosts Beth McMullen and Lisa Schmidt interview Alonzo Fuller, a marketing specialist for children's books at Andrews McMeel Publishing. They discuss marketing strategies, advice for introverted authors, and the importance of authenticity in book promotion.

Guest Bio: Alonzo Fuller is a marketing specialist at Andrews McMeel Publishing, focusing on children's books. With experience in sports, entertainment, and automotive industries, Alonzo brings a wealth of knowledge to the field of book marketing. Currently residing in Kansas City, Missouri, he is passionate about helping authors connect with their audience.

Key Discussion Points:

  • Marketing for Children's Books: Alonzo shares his experiences and strategies in marketing children's books, emphasizing the importance of engaging content and authentic connections with readers.
  • Advice for Introverted Authors: Practical tips for authors who struggle with self-promotion, including asking for help, staying true to their voice, and leveraging their networks.
  • Importance of Authenticity: The discussion highlights how authenticity in marketing efforts can build stronger connections with readers and contribute to long-term success.
  • Social Media and Content: While social media presence is beneficial, Alonzo stresses that the quality of the content remains the most crucial factor in engaging readers.
  • Common Marketing Mistakes: Alonzo points out that many authors lose sight of their original objectives and focus too much on sales, which can detract from the quality of their content.

Conclusion: The episode concludes with Alonzo encouraging authors to stay authentic, seek help when needed, and maintain a clear focus on their objectives. His insights into the marketing landscape offer valuable guidance for authors at all stages of their careers.

Mentioned Links:



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Beth McMullen:

Hi friends, I'm Beth McMullen and I'm Lisa Schmidt, and we're the co-hosts of Writers with Winkles. This is season three, episode 30, and today we are excited to welcome Alonzo Fuller to the show. Alonzo is a marketing specialist for children's books at Andrews McMeel Publishing. He currently handles the marketing and public relations duties for children's authors. Prior to Andrews McMeel Publishing, he has worked in the sports, entertainment and automotive industries. Alonzo currently lives in Kansas City, missouri, so thank you so much for joining us today, alonzo. We are very happy to have you here.

Alonzo Fuller:

Hi everybody, Thank you for having me on. It's really a pleasure to be along with you two.

Lisa Schmid:

Thank you. So I got to meet Alonzo we were just at ALA together just a few weeks ago and that was so exciting just to meet just you and the Andrews McNeil team and what an awesome group of people. That was such a wonderful event.

Alonzo Fuller:

Oh, my God, thank you so much. It was like you said, it was a really wonderful event, and I think you said it was actually a bucket list item, so I'm glad that you were able to come. Your signing was amazing. You were amazing, so it was very exciting to really see you in the flesh. Not only in flesh, but also to see just how you reacted to everything and you were a rock star there.

Lisa Schmid:

Oh, thanks, you got to see me like start to cry Like, right.

Beth McMullen:

That's true. It's not the full Lisa experience until she cries. That's how you know she is so authentic, Like I. I feel like you guys are so lucky to have her Cause. First of all, she's so incredibly talented. I love this book that's coming out. I'm super excited for it and I feel, like you know, she was so happy to be there and I got the feeling that you guys were happy to have her, so I was really. It was gratifying to see that relationship develop because I know how hard she works and I know she's a pro, so you know it works for both sides. So very exciting and I wish I could have been there. I couldn't be there this year, so bummed. I have definite FOMO about that, Ben.

Alonzo Fuller:

We'll send you the highlights.

Lisa Schmid:

Yeah, it was a, it was a fun event and just yeah, it was nice to see you in action and you're just you, really you know what you're doing and you have a really good sense of what it takes and just seeing you and just yeah, it was wonderful. And so, again, thank you so much. And yeah, the signing was practical and it's it was the first time signing the book, so, right as we were walking over, all of a sudden it hit me and so, yeah, and I was just I was lucky to have you guys with me, so it was an awesome experience, Thank you.

Alonzo Fuller:

And thank you for showing up. Everybody was happy, not only the workers but you know fans who attended the signing.

Alonzo Fuller:

Oh, and Lisa was also in a panel with Carly Ann West, daniel McKechnie and Simone Estrada. Those are two of our other books that are coming out around the same time. So they did a middle grade panel and it was very successful and a very interesting topic about just scary enough. So that's really talking about scary elements in middle grade books, seeing how successful they are, and it was a very successful panel. I hope really for successful books um, with you, lisa and the others, and it was just exciting to see what you all have come up with and you know, just a discussion of any advice and just your journeys it's.

Lisa Schmid:

It was really exciting to see and shout out to um carly, whose book is the ghost of this Island, which I'm reading right now and it is insane, she's hilarious. And then the other book is Monsterton, is that correct? Am I saying that right?

Alonzo Fuller:

That is correct.

Lisa Schmid:

And when does that one come out?

Alonzo Fuller:

That one comes out and don't put me on this August 27th.

Lisa Schmid:

Okay, so they're just right after us and that one just is a really fun book, kind of a mix between prose and graphic novel, and I'm really looking forward to reading that. I wasn't smart enough to grab one while I was there, but I did swap books with Carly and we have been having a love blast. I just interviewed her for them from the mixed up files of middle grade authors so you can pop on over there and see my interview with, or read my interview with, carly. So she is. She's awesome too, and our books actually come out on the same day, so that's coming in.

Alonzo Fuller:

And that was the most exciting thing about not only YouTube, but just, you know, the collection of three, of all of you three. It's not a competition at all. It's actually really a team collaboration.

Lisa Schmid:

Absolutely, and it's just a power of three. You know, it's, it's just fun and I love how, and I'm wondering, like that was such a great idea, you know, packaging the three books together as an as a kind of a not so scary, not so spooky summer, which I love because they because none of them are over the top scary, they all just have a nice mix of humor and scary. And so, yeah, I love that you guys did that and I'm thinking that was probably your idea.

Alonzo Fuller:

Shout out to the editors for that one.

Lisa Schmid:

We'll give some editors some kudos. So anyway, that's all good stuff.

Beth McMullen:

This is actually a good segue to our first question because obviously that event was showcasing three authors who are comfortable with what they're doing and comfortable with their audience and able to connect and you know, knowing Lisa as I do, I know that she definitely connects very easily with her readers. But what advice do you have for authors who aren't so comfortable in the hot seat, who are maybe introverts and not so good or feel like they're not so good, at getting out there and selling their books? Do you have any tricks that can help them kind of get over that or work toward their promotion, or any advice that you would give to people who are in that situation?

Alonzo Fuller:

That is an interesting question, because I'm sort of an introvert as well. I guess I can say I'm the most extroverted, introvert ever. So once I'm near my crowd, you know, I can express myself fully. But if I, you know, don't know anybody there, I kind of tend to stay in the corner. But in terms of authors being introverted and you know, just not really wanting.

Alonzo Fuller:

I guess, the opportunity to market their books fully. I would say, you know, ask for help. That is one of the biggest things Like. If you don't ask for help, then nothing will happen. So if you know any authors, don't be afraid to reach out to them for either a blurb or a review. If you have any colleagues that you've worked with in the past, you can definitely reach out and give your book to them for a review and that also counts as a sort of a professional review for them.

Alonzo Fuller:

Also, be open to any opportunity possible whether it's assigning a co-op podcast, like we're doing right now, or a video. Every little bit of detail, you know, really, really helps. And a tip that we always have always have a copy of your book around, because you never know, who you'll run into.

Alonzo Fuller:

have a copy of your book around, because you never know who you'll run into. So I will say asking for help is the biggest one, and I know because I'm the person that hates asking for help, but you know, sometimes it's needed. One thing I will say about marketing and sales. We can definitely help you reach out to the appropriate audience whether they are children themselves or influencers of the middle grade audience. We can definitely help and assist that.

Beth McMullen:

And I find that my own experience and probably Lisa feels this too is that authors are pretty open to helping you if you reach out and ask them. They're a pretty friendly group. I think they feel like it's know it's not a zero sum game. We can all go up together and that they you will more likely than not get a positive response, even if you are terrified to send the email asking for whatever help it is. So I like that advice of just take your shot.

Lisa Schmid:

Exactly and, as everybody says, you miss 100% of the shots you don't take. Lindsay Curry, jarrett Lerner, like these people who didn't really know me, just kind of knew me. They all agreed to do blurbs for my first book and so for Olly Oxley and the Ghost, I probably had 10 author blurbs and they're in the book, which I love. So don't be afraid, like Beth was saying, because it just so more than likely say yes. I've had several people reach out to me. I've never said no to offering up a blurb and I'm always delighted when I see it on a book cover. So it's yeah, don't? I think what you just offered up was great advice. Like, don't be afraid to ask for help and don't be afraid, especially in the writing community. We're all kind of there to lift each other up.

Alonzo Fuller:

Exactly Just what you said, because we all want to see you succeed at the end of the day.

Lisa Schmid:

Yeah Well, that is a really good segue into the next question, which is something that I know a lot of people struggle with and often wonder is it worth it? Social media, like you know it's this, you know it's this, you know it's this little devil's playground and we all have to like step into and navigate, and sometimes it can be really hard mentally to get in there and like do what you need to do. But what are your thoughts on social media and the importance for an author to have a platform and to be able to get involved?

Alonzo Fuller:

So I guess in our experiences, while it does help in the children's market, the content is what matters at the end of the day. So if you have a book about animals, you definitely have a big driver in the children's world. Have a book that hits the horror aspects, you definitely have a hit that's a big driver in the children's world. So while the reputation and social following of authors really help, that's not always the driving factor into how well the book sells or how well it will connect to your appropriate audience. So at the end of the day, the content is what really matters.

Lisa Schmid:

Yeah, I agree with you and I you do see, you know, sometimes you feel like you're out there spinning and trying to do all this stuff and you never know what's going to stick or what's going to make a difference when you're posting something. So I think it's really you know and we've talked about this having your comfort level with social media, like do what you want to do and don't feel like you have to do it because and it just sounds like from a also from a publisher's perspective it's I don't know that social media really does drive as much business as you would think it would, but it's probably still does some a little bit as you would think it would, but it's probably still does some a little bit Absolutely.

Alonzo Fuller:

And I would say, of course, although it does help, we can help you out, just let us know.

Beth McMullen:

And we can create whatever you want to create.

Alonzo Fuller:

So if you, have any creative aspects of you. If you have any creative assets that you want us to amplify, please definitely give those to us. We can create something as well. So please let us know what exactly you will like, and we will try to help your vision as much as we can.

Lisa Schmid:

Oh my God, Alonso, you just opened up the door to big time trouble.

Beth McMullen:

I could see it in her face. You're going to get a laundry list of things to make for Lisa tomorrow. List of things to make for Lisa tomorrow.

Lisa Schmid:

You're talking. I was just like, okay, so now I'm going to ask for this and this and this and so yeah, I get prepared for the email and, by the way, thank you, you're such a, you're so good at your job and you handled the situation for me the other day just so rapidly, and I'm so grateful for you, but now expect another email from me.

Alonzo Fuller:

Oh, please don't. I'm so sorry, cause now I have to no rest for the weary, exactly.

Beth McMullen:

So this actually something that you said is interesting about the fact that we know a lot of people spin endlessly trying to figure out social media. They waste a lot of time. Is there anything that you see in your stable of authors that they're doing to market that, in your opinion, they're wasting time at, or could be more efficient, or really don't bother doing that. It's going to get you nowhere. So are there things that you're seeing people do that they either should do differently or maybe not at all?

Alonzo Fuller:

One thing that I really see a lot of you know from really from beginning to end.

Alonzo Fuller:

So, from you know creating the content to publishing the content, I really see difficulty in one, identifying your target audience and two, finding your overall objective. So you know in the beginning authors create to do what To create engaging content for children, to create engaging content for all readers. Once they start, you know, hearing about pre-order sales and hitting bestseller lists or anything that you know happens they often forget why they have written the book in the first place. Authors tend to forget that objective and solely focus on sales, and that really takes a hit in what content you decide to write. Of course, the reason we write in the first place and not only you know authors, but people in general is to really hit their overall objective, their number one objective, and that's to create something engaging.

Alonzo Fuller:

So I would say sticking to your overall objective is the biggest thing If you want to create engaging content for not only children but for all readers in general. Please stick to that and definitely be authentic. Don't just write something because you know the publisher wants to see it or people want to see it. Stay true to you. So that's really the best advice I have, I guess, in terms of actual tactics. Honestly, sometimes they're doing perfectly fine. So, whether it's social media marketing, they're doing perfectly fine. They are talking to the right people, they're talking to the right audience, but eventually, when it gets down the line, they forget exactly why they've created in the first place.

Lisa Schmid:

You know what you're right. That's a really good point and I see it and I'm guilty of it myself, because you get into sales mode and and I try to mix it up with other things you know other authors and and drop in other things that I'm doing, but you do kind of get into that frame of I need to. You know, I need to start the sales machine and too much of that can turn people off, cause that's all. If that's all you're doing, it's like okay, we'll get it. You know, by heart and soul, by heart and soul, we get it Like shut up, I do.

Lisa Schmid:

I know that we're all guilty of it and that is such a really good reminder that you know sticking to your, what your brand is and trying to mix in what, like, got people there in the first place, because I have before. I think with my last book I was really over the top and I have visions of people just muting my conversations. Right, I've tried to temper it this time around, but yeah, so that's. You know what fabulous advice and so dead on right that we do switch into that sales mode and it can be a turnoff. So thank you, as I go back and delete all my content don't delete all your content.

Alonzo Fuller:

What you have is very authentic and really not only speaks to you but, speaks to the audience all around the world.

Lisa Schmid:

So that leads to our next question what are three simple steps or action items that you think authors can implement like right away, or that are super easy, just like three little tactics that can kind of help change the course of their marketing efforts?

Alonzo Fuller:

Sure. So I would say one is finding your people, whether they are fellow authors, colleagues you have worked with in the past or your intended target audience you know. Really reach out to them. They're more than happy to assist. They want to see you succeed, so definitely reach out to those people.

Alonzo Fuller:

Two, I would say set up your author pages, whether it's your website, goodreads author page or an Amazon author page. Fill it with relevant content that's authentic to you and your books. Every little detail helps and, again, keep a copy of your book around you. Number three, I would say having the right message, knowing your objective and sticking to it. Once you have the right messaging, reach out to the ones that understand your message and can get it out the best. I would say publish your message everywhere that you can, and if your objective is to creating engaging content, make sure you write with that intention and stick to it. I know those were three steps, but I just want to add in a fourth and say really trust in your crew. Whether they're agents, marketing and sales support, editorial support we are always down to helping in every way possible. We want to see you succeed. So if you put your trust in them, you will achieve things that you did not think were even possible.

Lisa Schmid:

Yeah, and that's all good advice. I remember I've had there's one author who's really good at this and I'm bringing up her name again is Lindsay Curry. She's really good at reaching out to her circle and asking for help in as far as getting the word out about her books, and I've always I admire Lindsay's ability to market and promote herself, and she does it in such an authentic way. So you know she's a good person to follow and watch what she does. She's really good at social media and marketing herself and she implements all those things that you've just talked about. So check her out.

Beth McMullen:

Something that you've said a couple of times in different contexts that I feel like is an important element is that authenticity, that you feel like a real person to the person who's consuming your content.

Beth McMullen:

That you don't feel like they don't feel like they are seeing some strange made up version of yourself. This really is who you are, and Lindsay's a great example of that. When you follow along with what she's doing, when you get her emails or you see where she's out doing podcasts or interviews or whatever, you really feel like if you bumped into her on the street, that's who she would be, that this is not something some avatar she's created to push out. You know that's going to be forward-facing for her book marketing, but this is really her, who she is, and I think that's. It feels very intangible and a little wishy-washy when you say it, but I think if you're, if you're presenting something that feels real and genuine to you, yes, you're going to be more interested in doing the content and also it's going to be received better, because it does feel like truthful in a way.

Alonzo Fuller:

Exactly, exactly, and I know I've talked about authenticity for quite a bit and I'm probably going to talk about it a little bit about it a little bit later, but you know, that's just the biggest thing that I've seen. I don't want any. You know, we really don't want anybody to force content that doesn't feel natural to them. As long as you're being natural and true to yourself and showing your true, true passion, I would say that that makes you pretty much untouchable.

Beth McMullen:

And it's also easier to produce the content. I find that the people who are trying to be something other than who they are, they just quit because it's uncomfortable, it's not that fun and you think of excuses not to do it. But if it's really just an extension of you, then you're making the content, it feels very natural, you're posting it's your own voice, all of those things that don't feel like a chore, because it just feels like your work, rather than this thing that you've made up that you can't quite get your arms around Exactly rather than this thing that you've made up, that you can't quite get your arms around Exactly.

Alonzo Fuller:

I love what you said, beth. This is great.

Beth McMullen:

So we all know that marketing and sales people in publishing houses have a lot of influence on what books get acquired, because, honestly, a book can be amazing, but if you can't sell it and you can't market it, you don't really want it as a publishing house, because you do have to make money off these at some point. So what are you looking for in books right now? What's something, even an example that you can give us of something that you've seen lately, where you were like, wow, this is awesome. Like what is getting you excited in manuscripts these days?

Alonzo Fuller:

Sure. So of course, it depends on who exactly you're pitching to. So you know just a little quick plug here about Andrews McNeil Kids. So our tagline is Andrews McNeil Kids, have all the fun. So we're all about reading for fun because you want to read, not because you're required to read. So we always look for fun content that'll engage the kids, that will keep them reading. Content that is fun and relatable is exactly what we look for and in your case, Lisa, this is exactly what we were looking for.

Alonzo Fuller:

So, when it comes to the actual acquisition proposal marketing and sales would really just need to understand the context or have an idea of what exactly you would like to publish. A sample of two does always help, of course, and I would also say, like I've been saying this entire time, is your authenticity. We want you to be as authentic as possible. Write something that you would normally write, rather than what somebody would like to see. We would love to see your passion in your writing or illustrating. Create what's natural to you, because somebody told me, if you write what you know, you're untouchable you're unstoppable.

Alonzo Fuller:

So that's the advice I have on that one.

Lisa Schmid:

Good advice and, I think, being authentic. I think that's the underlying theme in this whole podcast. This whole episode is being true to yourself and I do think that, whether it's when you're sitting down to write a story or when you're presenting yourself online or however you go through life, being authentic is always going to win the game. So thank you so much for driving that point home today, because I think sometimes people are trying to fit into a box because they're really there. They feel like you know, there's so many people on this little hamster wheel like trying to like how am I going to do this? How am I going to get you know? How am I going to get published? How am I going to make this happen? But I think if you just sit back and relax and take a breath and just write from your heart and then you know, go from there it's. It's where the success is going to happen for you.

Alonzo Fuller:

Absolutely.

Beth McMullen:

Wise words from author of the four-time award for.

Beth McMullen:

In Souls, which will be out on Tuesday. Right? So this podcast will drop on Monday and your book will come out on Tuesday, right? So this podcast will drop on Monday and your book will come out on Tuesday, and we will all be cheering and throwing confetti in the air and having a good time. I'm very excited. You know you don't get books coming out very often, you know, just for anybody, unless you're Stephen King, and it feels like it's every 20 minutes. But, like you know, normal people like us, the book comes out once a year and you want to get excited. So, anyway, that was my plug.

Alonzo Fuller:

Well, I'm really excited for art and souls. Yeah, I've read it. I actually don't know how many times I have read it, but it's every time. You know, you just see something new in there, or you just, you know, learn something new or just relate see something new in there, or you just, you know, learn something new or just relate to something new. So I'm really excited to be able to be along with you in this journey. So you know, really, thank you, lisa, for one creating heart and souls and two just welcoming me into your circle see you're gonna make Sorry don't do that.

Beth McMullen:

I'm going to have to edit out like the Lisa sobbing part. It's like an every week kind of thing Anyway. So, Alonzo, thank you for being here and answering our questions and sharing your experiences and your wisdom with us. I know our audience is going to appreciate this episode and we are grateful.

Alonzo Fuller:

Absolutely. Thank you for having me on. I really, really appreciate it.

Beth McMullen:

And listeners, please visit the podcast notes for details about this episode or swing by the blog at writerswithwrinklesnet for more information. And we will see you again in two weeks. Remember, we have a new schedule and that will be a brand new episode, so we hope you will tune in for that one. So until then, happy reading, writing and listening.

People on this episode

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Beth McMullen

Host
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Lisa Schmid

Host