Monthly Meeting: August 2025 – Author Panel Melissa Coffey, Lindsay Leslie, and Kari Lavelle

At the August Monthly Meeting, authors Melissa Coffey, Lindsay Leslie, and Kari Lavelle, members of ATX Children's Authors critique group, outlined how they successfully expanded their picture book critique partnership into a strategic marketing group. Discussion included specific tools they have employed to successfully promote themselves, both locally and nationally. Other members of their critique group are Austin authors Anne Wynter, Meghan P. Browne, and Robyn McGrath.

MEETING HIGHLIGHTS:

How a Critique Group Can Produce Marketing Potential:

Increases:

•  sales + income + opportunities
•  reach
•  credibility
•  confidence
•  contacts/network
•  knowledge
•  fun!

Decreases:

•  workload
•  cost
•  awkwardness
•  anxiety

The Marketing Machine Cogs:

1. School Visits
2. Grassroots Outreach 
3. Speaking Opportunities
4. Round-up Pitches
5. Hype

1. School Visits: Team up! (Gain traction with “Two-for One” school visits)

• Create an umbrella program with a theme to showcase each author’s books
• Pitch PTA/PTO book fair extension programs

2. Grassroots Outreach: Communicate to target audiences via strategic group efforts

• Develop targeted physical mailing list
• Create and send brochure or letter (hand address/sign)
• Circulate (conferences, Little Free Library, bookstores, airports, etc.)
• Encourage email newsletter sign-ups
• Cross-promote in email newsletters/social media

3. Speaking Opportunities: 

• Establish themes from which to build proposals
• Target key librarian/educator conferences (TLA, NCTE, MPIBA)
• Create programs together to extend across author/illustrator/influencer groups (SCBWI, Writers’ Loft)
• Share opportunities with group; pitch group to conference/festival coordinators
• Designate a project manager
• Keep shared database/spreadsheet of opps, feedback, honorariums
• Review submission/proposal deadlines (rolling, usually 9-12 months in advance)

4. Round-up Pitches

• Consider round-up pitches to local TV, radio, lifestyle magazine (PBS Austin Van Show, Tribeza)
• Pitch evergreen ideas: themes from books/local authors’ favorite coffee shops
• Pitch seasonal ideas: books tied to holidays/books to purchase as holiday gifts

5. Hype: Boost your critique group wherever & whenever you can!

•  Social media/Substack (ATX Children's Authors critique group Substack is called The Logline.)
•  Conferences
•  Festivals
•  E-newsletters
•  Bloggers
•  Any interaction with librarians and educators

Tips to Make the Marketing Machine Work:

•  Schedule time during critiques for 15-minute marketing jam sessions
•  Brainstorm opportunities
•  Share what you are doing solo and how can this be expanded to include the group
•  Start locally: Who do you know? (libraries, indies, PTA/PTOs, SCBWI, media)
•  Divide and conquer based on strengths
•  Manage expectations and pivot (Like everything in publishing, there will be passes. Keep trying.)
•  Push out of your comfort zone