How to Sell Children's Books: Why Unicorns Might Be the Key to Marketing Success

Selling children’s books is both an art and a science. It requires a deep understanding of your audience, creativity in presentation, and a knack for storytelling that extends beyond the pages of the book itself. But what if the secret to selling children’s books lies not in the story, but in the whimsical, magical, and slightly absurd? What if unicorns—yes, unicorns—could be the unexpected key to unlocking your marketing potential? Let’s dive into the multifaceted world of selling children’s books, exploring strategies, tips, and a touch of the fantastical.

1. Know Your Audience: Children and Their Gatekeepers

Children’s books are unique because they cater to two distinct audiences: the children themselves and the adults who purchase the books. Understanding both is crucial.

For Children: Kids are drawn to vibrant colors, relatable characters, and engaging stories. They love humor, adventure, and a touch of magic. Books that spark their imagination or make them laugh are often instant hits.
For Adults: Parents, grandparents, and educators look for books that are not only entertaining but also educational or morally enriching. They want stories that teach values, encourage creativity, or help children navigate emotions.

Pro Tip: Create a book that appeals to both audiences. For example, a story about a unicorn learning to share can be fun for kids while subtly teaching a valuable lesson.

2. Leverage the Power of Visuals

Children are highly visual, and the cover of your book is the first thing they (and their parents) will see. A captivating cover can make all the difference.

Use bright, bold colors and eye-catching illustrations.
Feature your main character prominently—preferably doing something exciting or magical.
Consider adding interactive elements like glitter, textures, or holographic effects to make the book stand out on the shelf.

Pro Tip: If your book features a unicorn, make sure it’s the most dazzling, sparkly unicorn anyone has ever seen. Kids can’t resist sparkles.

3. Tell a Story Beyond the Book

Marketing a children’s book isn’t just about selling the story inside—it’s about creating an entire world around it.

Develop supplementary materials like coloring pages, activity books, or even a plush toy of the main character.
Create a website or social media presence where kids can interact with the characters, play games, or watch animated shorts.
Host live readings or workshops at schools, libraries, or bookstores to bring the story to life.

Pro Tip: If your unicorn has a quirky sidekick—like a talking cupcake—give them their own mini-adventures on social media to keep kids engaged.

4. Embrace the Absurd

Children’s imaginations know no bounds, and neither should your marketing. Don’t be afraid to get a little weird.

Create a viral marketing campaign where people “spot” your unicorn character in random places (think: the Loch Ness Monster, but sparklier).
Write a press release claiming your book is “the first children’s book written by an actual unicorn.”
Partner with a local ice cream shop to create a “Unicorn Swirl” flavor inspired by your book.

Pro Tip: The more absurd, the better. Kids love things that make adults scratch their heads.

5. Collaborate with Influencers

Influencer marketing isn’t just for adults. Many parents follow “mommy bloggers” or family-focused influencers who can help promote your book.

Send free copies to influencers who specialize in children’s content.
Partner with educators or librarians who can recommend your book to their audiences.
Consider collaborating with YouTube or TikTok creators who make content for kids.

Pro Tip: If an influencer’s child falls in love with your unicorn book, you’ve just gained a lifelong fan—and a powerful advocate.

6. Make It Personal

Personalization can make your book feel special and unique.

Offer signed copies or limited-edition versions with extra illustrations or content.
Include a dedication page where parents can write their child’s name.
Create a custom bookplate or sticker that kids can add to their copy.

Pro Tip: A personalized unicorn book? That’s the kind of magic kids (and parents) will treasure forever.

7. Think Outside the Bookstore

While bookstores are a natural fit, don’t limit yourself to traditional retail spaces.

Sell your book at toy stores, gift shops, or even theme parks.
Partner with children’s clothing brands to include your book as a bonus item with purchases.
Offer your book as part of a subscription box for kids.

Pro Tip: If your unicorn book comes with a matching unicorn onesie, you’ve just created a must-have package.

8. Engage with Your Community

Building a loyal fan base starts with connecting with your audience.

Attend local events like fairs, festivals, or school book fairs.
Host contests or giveaways to generate buzz.
Encourage kids to send you fan art or letters, and feature their work on your website or social media.

Pro Tip: A unicorn-themed coloring contest? That’s a surefire way to get kids excited.

9. Don’t Forget the Power of Word-of-Mouth

Happy readers are your best marketers.

Encourage parents to leave reviews on platforms like Amazon or Goodreads.
Offer a referral program where families can earn discounts or freebies for recommending your book.
Create a “book club” kit with discussion questions and activities to encourage group readings.

Pro Tip: If one kid tells their friends about your unicorn book, you’ve just gained a whole herd of new readers.

10. Keep the Magic Alive

Finally, remember that selling children’s books is about more than just making a sale—it’s about creating a lasting impact.

Continue to engage with your readers by releasing sequels, spin-offs, or related content.
Stay active on social media, sharing updates, behind-the-scenes content, and fun facts about your book.
Always be on the lookout for new ways to bring your story to life.

Pro Tip: If your unicorn becomes a beloved character, consider turning it into a series. After all, who doesn’t want more unicorn adventures?

Frequently Asked Questions

Q: How do I price my children’s book?
A: Consider factors like production costs, page count, and market trends. Picture books typically range from $10 to $20, while chapter books may be slightly higher.

Q: Should I self-publish or go traditional?
A: Both have pros and cons. Self-publishing offers more control and higher royalties, while traditional publishing provides access to professional editing, design, and distribution.

Q: How can I make my book stand out in a crowded market?
A: Focus on a unique angle, whether it’s an unusual character (like a cupcake-loving unicorn), an innovative format, or a compelling theme.

Q: What’s the best way to promote my book online?
A: Use a mix of social media, email marketing, and influencer partnerships. Don’t forget to engage with your audience through comments, messages, and live events.

Q: Can I really use unicorns to sell my book?
A: Absolutely. Unicorns are timeless, magical, and universally appealing. Just make sure your story is as enchanting as your marketing!