Happy Saturday!
I was thinking about how much I love a good story, and it reminded me of this week’s feature—Kelly Starling Lyons, a powerhouse in children’s literature with over 15 years in the game.
She’s the author of more than 30 books, including:
Her books have won numerous awards including:
-Cybils Award for Easy Readers
Her stories celebrate Black heroes and promote diversity, and her marketing approach is just as thoughtful as her writing.
Here are five of her marketing moves:
Marketing Strategy 1: The Brown Bookshelf
For 17 years, Kelly Starling Lyons has been part of The Brown Bookshelf, a collective of authors and illustrators all working toward one goal: promoting African American children’s literature.
Their strategy? Simple but effective. They run blog posts, features, and their signature "28 Days Later" campaign during Black History Month, where they highlight a different African American author every day.
By working together, they’re able to tap into each other's audiences and get in front of way more eyes than they would solo.
Being part of this group not only helps Kelly reach new readers, but it also boosts her credibility. She’s surrounded by respected peers, and that kind of association opens the door for collaboration, cross-promotion, and other exciting opportunities.
Key Takeaway: Teaming up with people who share your goals is a powerful way to expand your reach, build credibility, and unlock more doors for growth.
Marketing Strategy 2: Getting Featured on Local Media
When it comes to getting the word out, Kelly Starling Lyons doesn’t just rely on online buzz—she taps into local media to create a ripple effect in her own community.
Local news outlets are trusted sources, and by landing features, she’s able to get her books in front of people who might not be on her radar yet.
Her mission? Make sure local readers know about her latest releases, build credibility, and drive those all-important book sales.
How she does it is simple. Kelly works hand-in-hand with local journalists, sending out press releases, offering interviews, and sharing the stories behind her books.
A perfect example is when she got a feature in WRAL when she launched her Jada Jones series, set in Raleigh.
But she didn’t stop there—Kelly shared the article on her social media to spread it even further, encouraging her followers to engage with it.
Key Takeaway: Getting featured in local media is a powerful way to increase visibility and build credibility.
Marketing Strategy 3: Surprise Additions in a Social Media Giveaway
Nothing grabs attention like a little mystery.
In one of her Facebook giveaways, Kelly teased her followers with the promise that she “might throw in a couple of surprises too.”
It’s a clever tactic, using the allure of the unknown to boost excitement and engagement.
The goal? Get people hyped about the giveaway, encourage them to join in, share the post, and maybe even buy her book to increase their chances of winning.
Why it works: By hinting at surprise prizes, Kelly taps into the power of curiosity.
The unknown makes the giveaway feel more exciting and adds a sense of urgency.
It also gives her some flexibility—she doesn’t have to decide on the extras upfront, and can adjust the surprise based on what works best later on.
Key Takeaway: Throwing in a little mystery can seriously amp up engagement. People love surprises, and hinting at unexpected rewards taps into their curiosity, leading to more participation and sharing.
Marketing Strategy 4: Community Engagement through Youth Storytelling Contests
One of the best ways to connect with your audience is by giving them a voice.
Hosting local writing contests for young readers is a smart way to do just that.
It’s a strategy that not only promotes literacy and creativity but also helps build strong community ties.
How it works:
Partnering with local organizations, Kelly Starling Lyons creates a contest where students are encouraged to share personal stories.
The contest is promoted through schools and social media, and winners get prizes like signed books and gift cards.
Sponsors jump in too, offering resources like bookmaking kits and advice to make the contest even more engaging.
The goal is to inspire young writers, boost literacy, and raise awareness of the author’s work, all while connecting with families and the local community.
The reason it’s effective is because kids and their families get involved, creating a stronger connection to the author.
Plus it strengthens ties between the author, local organizations, and the target audience.
Key Takeaway: Running storytelling contests directly engages your audience, builds community, and deepens loyalty.
Marketing Strategy 5: Participation in a High-Profile Book Fair Event
Showing up where your audience already is can be a game-changer.
By attending key events that align with her mission, Kelly Starling Lyons reaches the right people—those who are passionate about diverse, empowering stories for children.
For example at the African American Children’s Book Fair, Kelly set up a booth where she signed copies of She Persisted: Dorothy Height and interacted with families and educators.
The event helped her boost visibility, generate buzz through social media shares from attendees, and connect with key figures in the literary community.
It also provided a valuable opportunity to engage directly with her readers, creating a personal connection that strengthens loyalty.
It works because it increases visibility, builds direct connections with readers, promotes new releases, and solidifies her brand as a leading voice in African American children’s literature.
Key Takeaway: Participating in events that resonate with your brand allows you to connect directly with your core audience, promote your work, and reinforce your presence in a meaningful way.
And that’s it for this week.
You can view Kelly's:
-Website here
-Amazon Author Page here
See you again next week!
If you’re new here, welcome! This is part of my weekly newsletter where I share how top authors market their children’s books—giving you marketing ideas without the 40+ hours of research. Subscribe here!
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Alex Safari
Co-founder, Zuri Book Pros
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