From Start to Finish with Children's Books: Author Interview with Kerry McQuaide

You are the author of a delightful series for pre-school children that feature the adventures of Midge and Moo. Who or what inspired you to write about these two characters?
There is a real “Midge” the books are based on. She was two and half years old (ten years ago!) and always carried her toy bear. But because kids are funny and have their own ideas about the world, she insisted he was a cow and called him Moo.

If she put him down for even a minute, she would ask, “Where’s Moo?” It became a favorite game, and that was the original inspiration for the peek-a-boo books, Lost in the Garden and Moo is Missing. But Midge and Moo took on a life of their own. I was fascinated with how kids could imbue a toy or a blanket with so much courage, love, and personality. Moo gives Midge the confidence she needs to explore, learn, and grow.

Did you try the traditional route of seeking a publisher and/or agent to market your book? When did you decide to self-publish your own imprint?
Before self-publishing was a viable option, I did submit my books to agents. I had two manuscripts accepted and shopped around to publishers. But at the time, the financial crisis was in full swing and there was a lot of uncertainty in the publishing world. I waited months and months in between each submission to the publishers. Submitting to three or four publishers took eighteen months, so a lot of time went by! At the same time, I was hearing stories of editors leaving their publishing houses, leaving authors who had signed with them orphaned—so to speak—when a new editor with different preferences took over. I also knew that if my manuscripts were sold, there was no guarantee that they would allow me to illustrate my own stories.

What happened next?
The uncertainty, the waiting, the lack of control—there was nothing about the process that suited me!
Then all of a sudden, Kindle tipped, and authors started making real money self-publishing. There were the wild success stories, like Amanda Hocking, but there were also a flood of mid-list authors who were making enough money to write full time. (I think that’s something that most people don’t know—many traditionally published authors still have full-time or part-time jobs doing something besides writing to pay the bills.)

The technology developed over the last few years and the distribution channels became available and affordable for children’s books. By 2015, everything was in place to make it possible, and I decided to become an indie publisher.

I know that there is still a lot of unnecessary vitriol between some advocates of traditional publishing and some advocates of indie publishing. I think each author has to know themselves, their strengths, and their preferences. Then they have to know the landscape—copyright, contracts, and the financial reality of their specific situation—and then decide for themselves.

If you do self-publish, I think you have to see yourself as a publisher. You have to do all the things a publisher does with the same level of professionalism and excellence.

Who helped you polish your story? Are you active in any writing critique groups?

I am part of several author groups, a member of SCBWI, I have a group of friends and moms who beta read for me, and I hire freelance editors.

Tell me about the indie-pub process for you. Were you overwhelmed in trying to learn everything about publishing from print format to cover design and marketing?
The process is not easy, but five years ago it was not even possible. I am grateful we now have access to the technology and distribution channels that allow me to create and sell my work. I write, illustrate and format all my books myself. I graduated from Parsons School of Design with my BFA, and over the years I have worked as a graphic designer, a website designer, and a marketing manager. I use all of those skills and more as an indie publisher!

I use the Adobe suite—Photoshop, Illustrator, InDesign—for the print layout and EPUB conversion for iBooks, Kobo and the other digital retailers. I use the Kindle Kid’s Book Creator for the MOBI files for Amazon. The technology is still in flux. But I love it. I love the creative control. And again—things change so quickly—you need to be flexible and willing to try new things.

How did you go about choosing your marketing plan?

My marketing plan is a constant experiment.

I just signed a deal with an App developer, who is going to use my Midge and Moo characters to develop content based on the books. Their educational App is downloaded in 89 countries, so it is both an income stream and a way for me to reach new audiences. They found my books not through Amazon or another bookseller but through my Instagram feed (https://www.instagram.com/kerrymcquaide/). So I would definitely recommend trying different things—marketing by trial and error.

Why did you choose to write for children?

I have always loved the way words and images work together to tell stories—picture books, comic books, and even the funny pages in the Sunday paper. I love Shel Silverstein and Charles Schulz. I thought there was magic in that kind of storytelling, but (I think like a lot of people) I was told that wasn’t a realistic way of making a living. So I worked in web design and marketing full-time and then freelance.

But I continued to read children’s books and to sketch and write stories. I found myself sketching and planning book after book in my spare time. I have drawers and filing cabinets full of stories that I ill probably never publish.

What are some of the promotions that you’ve done for the book that have been the most successful?
Price promotions and discounts have been some of my most success ways to reach new readers. Right now, A Day with Moo, the first book in The Adventures of Midge and Moo series is free on iBooks, Kobo, and Kindle. In the back of the book, I offer the second book in the series free when you sign up for my mailing list. There are four (soon to be five) more books in the series with coloring books and activity books coming soon as well. If you and your little ones love Midge and Moo after the first two books, then you can keep reading about these two characters.

It is still early in the children’s eBook market. Many people discover Midge and Moo through the free eBook and then order the other books in print. Right now 90% of my total sales are in print and only 10% digital. But I think that will change soon.

When the iPod first came out, Steve Jobs said, “1,000 songs in your pocket.” Very soon your kids will have access to an entire library of picture books at their finger tips. Tablets are so convenient and becoming less expensive and more durable all the time.

What would you tell other authors to avoid?

Avoid the belief that there is one magic bullet that will make your book a success, and avoid anyone who tells you that this is a way to make easy money or passive income! Any promotion you do will give you a boost and expose you to new readers, but the next day you will have to do it all again. And you have to continue creating new stories.

We all know that in art and writing you have to find your own voice. The same is true for marketing. You need to love your readers and do your best to delight them. I approach every promotion with that attitude. I set out to make my readers laugh or brighten their day.

What advice would you give someone who wants to publish their own book?
I learned the hard way that it is very hard to gain traction or attention for one stand alone book. I started with one book called, Dogs Rule! But I didn’t have a follow up book. I had nothing similar for them to read next.

It wasn’t until I had published multiple Midge and Moo books that I gained any momentum. I would say write three or five books (preferably in a series or related to each other in some way) before you publish your first book. It can be painful to wait, but you will have a huge advantage when you do publish.

If you are interested in self-publishing, I would recommend reading the books Write. Publish. Repeat. (The No-Luck-Required Guide to Self-Publishing Success) by Sean Platt and Johnny B. Truant and Successful Self-Publishing (How to self-publish and market your book in ebook and print) by Joanna Penn. These two books provide a great overview of everything involved in actually making a living as an indie author.

What has frustrated you the most in putting your books together?

The most frustrating part of the process is producing different files for the different retailers. iBooks, Kobo, Nook, Kindle, plus subscription services like Overdrive and Oyster—they all have slightly different file requirements, which requires extra production work.

But I was a website designer when all the sites were written by programmers in HTML, then the first web editor was available, then Wordpress templates came along, then services like SquareSpace. It became easier and easier to get very professional looking results. And I think the same kinds of solutions will develop for children’s (fixed format) ebooks.

What has pleasantly surprised you about publishing your books?
The response from readers is amazing! Parents and grandparents, who read my books with their little ones email me thank you notes. I’m hearing from readers on Facebook and Instagram. I am finding out firsthand what people like best about the books. I wasn’t expecting so much reader interaction, but I love it!

What is the writing best advice you’ve been given?
Write more. Don’t get me wrong, I believe in revising and editing and rewriting. But I have learned more from writing ten stories than rewriting the same story ten times.

What message would you like parents and children to take away from this book and future books?
When I read books to my nieces and nephews, we all cuddle on the couch in a pile. It is still magical to me when we all laugh at the same part. Or we read a book for the zillionth time and they ask the same questions over and over. “Is her mom mad at her?” or “Why is she sad?”

They are processing the world they see reflected in the books and the human emotions they experience in their own lives through theses stories. If Midge and Moo can make you and your child laugh at the same moment, or if my stories can help you talk to your child about love, kindness, and friendship, then I am a happy author.

What other books are in process?

Oh, I have so many stories in the works! But the very next book coming out this spring is a Midge and Moo coloring book. I will be hosting a “Coloring Book Extravaganza” giveaway on my Facebook page the month of May 2016: https://www.facebook.com/kerrymcquaidebooks.

Any other thoughts on writing you’d like to add?
Play, experiment, and take risks. Have fun! And share that fun with your readers.

That's all for today's interview. There's a lot of info here. Hope it gives you some new direction in your writing. If you'd like to learn more about Midge and Moo and follow their everyday adventures, here's how to get started... Download your free copy on iBooks, Kobo, or Amazon here: http://kerrymcquaide.com/a-day-with-moo-a-best-friend-book-the-adventures-of-midge-and-moo/
Connect with Kerry on Instagram: https://www.instagram.com/kerrymcquaide/
or Facebook: https://www.facebook.com/kerrymcquaidebooks

Writing with a Plan: An Author Interview with James Flerlage

What made you decide to take on the challenge of writing a novel?

For the past eighteen years, I’ve written articles and columns for magazines, trade publications and newspapers. It was my wife, Kristine, who pushed me into writing fiction. She not only encouraged me to set my goals higher, she became my toughest critic and greatest champion. She also manages the day‐to‐day operations of our company, DreamScapes Publishing Ltd.

How long did it take you to write this book?

The research for Before Bethlehem started in 2004. The book itself took about three years to write (the writing process was accomplished over weekday nights, weekends and vacations). I started several novels over a fourteen‐year period. Up until now, this is the only one I’ve chosen to publish.

How many rewrites did you perform?

For me, rewriting a novel is an evolutionary process, done in fits and starts, and in the case of Before Bethlehem, rarely from beginning to end. There were dozens of rewrites on small sections, and in the cases where entire chapters were thrown out, even more. Scenes where the prose sounded more like a research paper were eliminated entirely. With the character of James, keeping his voice consistent so that it reflected the thoughts and words of a fifteen‐year‐old, proved to be the most challenging part of the writing process. Between final content edits, line edits, and proofs, I probably went through the book from beginning to end at least forty or fifty times, if not more.

Who helped you with the editing?

There’s a ton of pressure to produce a quality product, particularly for first time novelists. The pressure intensifies if you choose to launch the title on your own, which is why I invested so much time and money in editing. My current team consists of six content reviewers, one content editor and two copyeditors. The bulk of the book’s investment was in editorial services. Steve Parolini (www.noveldoctor.com) serves as lead editorial consultant for all my projects.

Could you give me a short synopsis on the novel, Before Bethlehem, for my readers?

Before Bethlehem offers the eyewitness account of 15‐year‐old James, son of Joseph bar Jacob, and the dangerous and heartrending choices his family must make in the days leading up to Joseph's relationship with Mary, and the birth of Jesus of Nazareth. Before Bethlehem is a Kirkus Reviews Best Book Recommendation, under Fiction and Literature. A detailed synopsis of the book may be found at https://www.kirkusreviews.com/book‐reviews/james‐j‐flerlage/before‐bethlehem/ or in the January 1, 2014, issue of Kirkus Magazine. 

Have other books been started and stopped along the way?

Yes… thrillers, historical fiction, general fiction and non‐fiction.

Prior to writing this novel, what other writing credits did you have?

In high school, one of my poems was selected for publication in a national literary magazine; one of my essays earned me a full academic scholarship. Over the years, I wrote hundreds of pieces for magazines, trade publications and newspapers, mostly on the topics of business and technology. I have authored complex proposals, case studies, professional trade blogs, marketing content, and ghost‐written several articles. I have another article coming out in the February 2014 issue of Chemical Engineering magazine, titled, “Three Insights for Managing Engineering Data in Facilities.”

When did you decide to self‐publish?

As part of a multi‐year research effort on the publishing industry, I attended conferences, consulted with several authors, agents, acquisition editors, and publishing industry veterans, subscribed to industry trade magazines, and watched various insider blogs on publishing. (The aforementioned took a tremendous amount of time and investment; I burned vacation days, frequent flier miles, and personal income, all while holding down a demanding full‐time job.) In the end, it was a business decision fueled by royalty percentages, intellectual property rights, and the desire to write for multiple genres.

How do you write?

I set aside time each week to write, usually in the evenings and on weekends. I travel for work, so I tend to write when I’m on the road. I prefer the background noise of coffee shops and bookstores.

Did you do an outline first?

Outlining is a fluid process that changes with the needs of the novel. I typically outline the whole book, including the characters, plot synopsis, scenes, setting, dialogue goals and research needs, in a Moleskine journal (I keep one for each book idea… there are about fifty in a lockbox). Since most of my books contain a major research component, I have to set goals for reading, note taking, and writing.

Did you do individual character development before doing the plot?

My thrillers (which haven’t been released) have a myriad of characters, so I outlined each major and minor character before I outlined the plot. I follow a specific characterization exercise, which was given to me by a creative writing professor. I spend a great deal of time on character development (I have to love them or I’ll get bored).

What type of publicity do you do to promote the book?

There is a twenty‐page marketing plan for Before Bethlehem, made up of multiple components with budgets, milestones, and performance metrics (my MBA concentration is in marketing). Promotion is just one aspect that involves social media, blogging, and publicity.

What has worked best for generating sales?

I have found that well‐publicized promotional giveaways drive readership, and subsequently, sales.

What do you know now about writing/publishing that you wished you had known sooner?

Spend your time on the craft and your money on editorial services. Invest heavily in cover design and back‐cover copywriting services. Focus on the product – the rest you can figure out as you go.

Is this a stand‐alone book or are you planning a sequel based on other Biblical characters?

I never intended to publish Before Bethlehem, so I’m wrestling with next steps with the help of my friends, family, spiritual directors, and editorial team. Although this book was supposed to be a one‐off, dozens of readers have asked me to continue the storyline. It is likely I will write a sequel.

 What is the best advice you’ve been given about writing?

In the movie, Finding Forrester, William Forrester (Sean Connery) tells Jamal Wallace (Rob Brown), “The first key to writing is to write – not to think.” It is imperative that you dedicate time to write.

What have you learned about writing that you would like to pass along?

Do not fall in love with your first drafts; be ready to slash and burn. (I cut forty thousand words out of Before Bethlehem, and revised it so much that I was both exhausted and burned out by the project.) Set money aside for professional editorial services. Editors often become close friends and confidantes – choose wisely.

What advice would you give anyone embarking on the journey of becoming published?

1. Fail often and miserably. Failure and criticism are essential paths on the journey to success.

2. Learn how to edit your own work. Self‐Editing for Fiction Writers, by Renni Browne and Dave King, is an excellent resource.

3. Study what editors and readers look for in both authors and commercial‐quality writing. The Forest for the Trees, by Betsy Lerner, is another excellent resource.

4. No excuses. Finish your book. It’s great to talk about your novel‐in‐progress at cocktail parties, but getting it done is a crucial step to building confidence in yourself. Completing a novel is one of the greatest blessings of my professional life.

Anything else you would like to share?

I was educated in a small school district in rural Kansas. All of the teachers I had in grade school and high school were caring, skilled, compassionate, and deserving of all the recognition I can muster. Because of them, I developed a lifelong passion for learning, writing, and an appreciation for the arts. Take a moment to reflect on a teacher that made a difference in your life and make time to thank them.