June 2026 meeting – How to Promote a Book
On Saturday 6 June, Write Links members were treated to an extravaganza of marketing-related tips, tricks and tidbits from our fellow Writelinkers Ali Rutstein, Alison McLennan, Kristen Willis and Di Taylor. They had been tasked with answering the question ‘How do you promote a new book?’ – which, it turns out, has at least as many possible answers as ‘How long is a piece of sauce-soaked spaghetti when Kristen Willis and Josie Montano are involved?’
Ali Rutstein (author of Hardie Grant’s Preschool Problems picture book series and Allen & Unwin’s Beginner’s Guide to Finding the Perfect Pet) took the floor first, regaling us with her low-key, low-stress approach to book promotion. For Ali, writing is an escape from the stresses of her day job, so she doesn’t do any book-related marketing she doesn’t enjoy – that would defeat the purpose of why she writes. She does the basics on social media and a few kindy visits but generally aims to keep it simple. Except, of course, when she decides to cycle one-handed while catching flying books, a skill that really comes in handy when one is promoting a book about bikes and butterflies.
Alison McLennan (author of various books for young readers, including picture books Hotel for Bees and her latest, Hardie Grant’s How to Get Rid of a Princess) was next, though due to illness keeping her away from the meeting, she had to share her advice by proxy (i.e. Rebecca Sheraton read it out). Ally’s list of book promo activities – from emailing podcasters and updating her Goodreads and Amazon profiles to ensuring she’s on the radar for upcoming events like Romancing the Stars – was organised, methodical and thorough. I had the feeling she hadn’t just written the list for Bec to read out but may actually have an actual list that she actually uses in actual real life. Colour me impressed!
Third on the list was Kristen Willis, a graphic designer and illustrator of picture books Peek-a-Boo Lottie (written by Laura Holloway and CBCA-shortlisted in the New Illustrator category in 2025) and Casa Mia (written by Josie Montano). The only illustrator to take part in this session, Kristen’s approach to book promotion was creative, enthusiastic and outside-the-box. From corflute cutouts, rubber stamps and reusable window display elements to a book launch featuring an emcee dressed as a pizza and attendees checking under their chairs for the winning tomato, Kristen inspired us to stand out in a crowded market by leaning into our book’s unique subject matter.
Last but definitely not least was Di Taylor (writing as DJ Taylor), author of YA novel Anna’s War (published by Riveted Press in mid-2025). Di styled her advice as ‘what not to do’, though it seems to be working quite well for her all the same. Prior to her novel being published, Di was not tapped into the kidlit community. She didn’t know how to be ‘on the socials’, ‘feeling all the feels’ while spruiking her ‘cup is full’ moments (her Instagram-savvy sister schooled her on the lingo). But she’s found what works for her: she targets adults, not kids, speaking at libraries and Probus clubs – after all, it’s adults who buy the books! Di had us in stitches and reminded us you definitely don’t need to know it all to give it a red hot go.
These four short presentations were followed by an audience Q&A and a ‘book launch bingo’ game designed by Kristen and won by yours truly. (I got a gorgeous mini-print made by Kristen, as did Karen Tyrrell, who came second.) We also heard about Kristen’s The Brand Banquet service, which helps creatives ‘build a book-creator brand that speaks to your fellowship’.
This session was a wonderful reminder that there’s no single right way to promote a book. Even if your vibe is more ‘basic bookshop launch’ than ‘festival of dancing pizzas’, there are probably still some aspects of book promo you’d find fun and/or worthwhile. But if not, don’t do it. You can either (a) call Kristen or (b) just write another book. You do you, boo!
Follow Ali Rutstein on Instagram at @alirutstein
Follow Alison McLennan on Instagram at @ally_mclennan
Follow Alison McLennan on Facebook at Alison McLennan Children’s Author
Follow Kristen Willis on Instagram at @tondocreative
Follow Kristen Willis on Facebook at Tondo Creative
Follow DJ Taylor on Instagram at @djtaylor_author
Annaleise Byrd is the author of middle-grade portal fantasies Losing the Plot and Down the Plot Hole, and the picture book You Are Not a Pup!
Follow Annaleise on Instagram at @annaleisebyrd
Follow Annaleise on Facebook at Annaleise Byrd – Children’s Author
Photo credits: Annaleise Byrd
