Marketing to Moms.

by Risa Green


My new book, The Secret Society of the Pink Crystal Ball, comes out this week (yay!), and I’ve been spending every free second I have (which has totaled about seven over the course of the last month) trying to promote it. But it’s a tricky thing, trying to promote a book that’s aimed at twelve and thirteen year-old girls. So, early in the summer, I sat down with a few of them and tried to pick their mysterious tween brains to figure out how best to market it. I asked them, so how do you find out about books? School, they said. School how, I asked. Teachers. Friends. Hmmm, I thought. That’s so very helpful. (Not). What about Facebook? I wanted to know. Not on it, they told me. What about websites? I asked. Not so much, they explained. What about bookstores? Sometimes, they offered. But then one of them broke the ‘I’m sworn to giving one-word answers’ oath that the tween fairy must make them all take the day that they turn eleven. (Repeat after me: I do hereby swear that from this point forward, if anyone over the age of twenty-five should ask me a question, I will endeavor to answer with the fewest number of syllables available to me. If possible, I will do my best to answer every question asked of me with the words ‘fine,’ ‘nothing,’ or ‘whatever,’ so help me God.) She said, actually, my mom buys most of my books for me. The other girls nodded in agreement. Interesting…


And so it occurred to me right then that I am not, in fact, marketing my book to the twelve and thirteen year-old girls it is intended for. Instead, I’m marketing my book to their mothers to buy for them. Which is actually awesome, because I’m a mommy blogger! Mothers know me! Mothers like me! And the funny thing is, I actually set out to write my book in the first place because, as a mother, I was mortified by what’s out there right now for twelve year-old girls. Hello? Can anyone say, “hyper-sexualized, totally inappropriate, mean-girl crap?” I mean, I’m no prude, and I’m not looking to become the Tipper Gore of the tween book world. But it would be nice to be able to go to the bookstore and find something for my kid that isn’t all high-schoolers lusting after vampires or girls giving blowjobs in the school bathroom and then having their best friends tweet about it. Even if that is (gasp) the reality of middle school today (okay, maybe not the vampire part), hasn’t anyone ever heard of a little thing called escapism? I mean, what ever happened to books about girls who actually like and support each other? What ever happened to books about crushes and first kisses? What ever happened to books about warm-blooded human beings who just want to go out with other non-undead teenagers like themselves?



I'm so going to buy this book for my daughter, even though she's not old enough for it yet. Too few books like this out there. Write more, please! I tweeted about you/the book @shannonfaustin


sounds like a great book with important themes that are missing in the tween market - like the more supportive your friends are the better - and us girls should stick together.


I love #4 (no vampires) in your criteria list! (haha) So true, we don't need anymore teen vampire stories at the moment!

P.S. Book looks great :)


My daughter's only 6, but your book sounds like the sort of thing I'd want her to read and like when she's older. I agree about how scary the other options for young girls are when it comes to books.


I agree with you so completely that we must have been separated at birth... Although, of course, I realize there must be many moms of tweens who feel precisely the same way; I just get overexcited about non-vampire books.) How smart of you to do this kind of market research to find out that it's we mothers who often buy the books our daughters read. It's certainly true in my family. I can't count the number of times I've read a back cover and reader reviews of a book, doing due diligence, only to discover that my nine-year-old (at the time) daughter just read about a suicide or other subject that she's just not ready for. I do read some of the books she reads, but I don't have time to read them all. So it's great to know that there are authors like you that I can follow--and lists like the Anti-Princess Reading list--to ensure that she can read good novels that actually build character and deal with real-world issues that are appropriate to her age. So thank you. I'll be buying your book for her.


Thank you Risa! I look forward to sharing your book with my girls when they are tweens.


Thank you for making my job as a mom a little bit easier! And I say that even though my daughter isn't old enough to read your book yet. But thanks to authors like you she will have more reasonable reads to choose from when she's a tween.