Five Key Lessons for New Authors: Publishing in Craft at h+h Americas

The world of craft publishing is ever-evolving! This year at h+h americas, we had the privilege of discussing it with some of the industry's top leaders. We asked the tough questions and got invaluable insights from our panel, which included moderator Trisha Malcolm, Patty Lyons and Safiyyah Talley (authors), as well as Amy Barrett-Daffin and Anne Woodcock (publishers). 

Here are five key lessons we gained from their expertise. We hope this helps to guide new authors through the complex and often winding road of publishing in the craft world.

Anne Woodcock, Marketing and Publicity Director for Search Press North America, emphasized the importance of leveraging existing relationships within the yarn community. For new authors, these connections can be a significant asset. 

Are you collaborating with yarn companies to promote their products? How strong is your presence in knitting/crochet clubs and associations? 

These relationships can be amplified to extend the reach of your book, turning your network into a supportive audience eager to champion your work.

While the market for knitting and crochet pattern-specific books might be rocky, technique books are still in high demand. Safiyyah Talley, known as The Drunk Knitter, illustrated this perfectly with her book "Knit 2 Socks in 1." 

By focusing on a unique technique, rather than just on the patterns, she positioned herself as an expert, making her book an essential resource for knitters. This specialization not only helps your book stand out but also solidified her reputation in the craft community. This has lead to more teaching/speaking opportunities which in turn lead to more book sales. 

Patty Lyons shared a crucial lesson from her own experience: the importance of trusting your voice and understanding your target market. While it's essential to rely on your editor's expertise, it's equally vital to push back when suggestions don't align with your vision. 

Knowing your audience allows you to advocate for ideas that will resonate with them. Patty Lyons highlighted that finding the confidence to assert her perspective ultimately led to a more authentic and successful final product. Once she learned not only how to advocate for her vision but also the words she needed to use in order to effectively communicate that vision she was able to create a final product that she could be proud of.

Amy Barrett-Daffin from C&T Publishing & Creative Spark Online Learning reminded us that publishing a book is just the beginning. The real work begins post-publication with marketing efforts. 

New authors should be prepared for an extensive marketing campaign, post release, to ensure their book's success. Amy stressed the importance of understanding these commitments upfront. C&T Publishing provides ample resources and training to help authors navigate this crucial phase, ensuring they are equipped to promote their book effectively.

Safiyyah Talley put it best. She shared that if releasing a book is like having a baby, then after the release you have to raise the child! As the author it’s your responsibility to make sure your book is successful years after it’s released.

Local Yarn Stores can play a pivotal role in the success of your book. Patty Lyons, who has previously shared her insights on working with LYSs, honed in on how important this is during the panel. 

For her book release, Patty Lyons Knitting Bag of Tricks, she crafted a strategic campaign for her book launch, offering incentives to LYSs based on the number of copies they ordered. These ranged from filming Instagram reels for shops to providing free Zoom classes. 

Such initiatives not only boost sales but also create a buzz within the LYS community, encouraging them to promote your book enthusiastically.

If there’s one overarching lesson from the Publishing in Crafts panel, it’s that creativity is key. The book publishing landscape is constantly shifting, but with out-of-the-box thinking and strategic planning, new authors can navigate these changes successfully and give your book a competitive edge.