So you’ve written (or are writing) a children’s book - congratulations! Whether it’s a witty picture book, an early reader, or a gripping middle-grade novel, taking the leap from manuscript to published a book is both exciting and can be daunting.
The UK children’s book market is rich and diverse - generating over £412 million in 2023 alone. That shows there’s strong demand, but also serious competition. To get your book into the hands of young readers, you need a clear plan, an understanding of the publishing landscape, and a bit of resilience.
This guide will walk you through the essential steps - whether you’re aiming to work with a traditional publisher or planning to self-publish. From editing and illustration to marketing and distribution, here’s everything you need to know to give your book the best possible chance.
Understanding the UK Children's Book Market
Before you send your manuscript out into the world, it helps to understand the market you're writing for. Children’s books make up around 32% of the UK’s overall book sales - which is substantial - but it also means agents and publishers are flooded with submissions.
Here’s how to position yourself:
1. Research the Market (But Don’t Just Follow Trends)
Visit bookshops and libraries, browse bestselling lists, and read industry news (try The Bookseller). Take note of:
Popular themes and characters
Formats (board books, chapter books, graphic novels)
Age-specific trends
It’s good to be informed - but don’t feel pressured to copy what’s already out there. Trends change fast, and the best stories often set their own.
2. Understand Your Reader
Think about the age, interests, and reading habits of your audience. Are you writing for five-year-olds who love repetition and rhyme? Or nine-year-olds hungry for mystery and adventure?
Also consider:
What kind of books are missing for your audience?
What makes your story different - or needed?
The more specific and authentic your story feels, the better chance it has of resonating.
Polishing Your Children’s Book Manuscript
Once the first draft is done, the real work begins: editing. This is where your story becomes stronger, sharper, and ready for readers.
1. Start with Self-Editing
Begin by reading your manuscript aloud. This helps with:
Catching awkward phrasing or unnatural dialogue
Spotting repetition
Getting the rhythm and pacing right (especially for younger readers)
Think about the story’s structure, clarity, and tone. Is the language age-appropriate? Do your characters make sense? Is the ending satisfying?
Edit in stages. Don’t try to fix everything at once.
2. Find Feedback You Can Trust
Ask beta readers - ideally a mix of parents, teachers, librarians, and children — to read your book and give honest feedback. Look for patterns in their comments and be open to constructive criticism.
You might also consider joining a children’s writing critique group, in person or online.
3. Work with a Professional Editor
Whether you’re self-publishing or planning to submit to a traditional publisher, a professional editor can make all the difference.
They’ll help with:
Story structure and pacing
Grammar and language
Clarity and tone
Organisations like the Society of Authors or the Chartered Institute of Editing and Proofreading can help you find reputable editors.
Illustrating and Designing Your Children’s Book
Children’s books often rely heavily on illustration. A good illustrator doesn’t just decorate the story — they help tell it.
1. Finding an Illustrator
You can search for illustrators via:
Social media portfolios (especially Instagram)
Look for someone whose style suits your story, and approach them professionally with a clear brief and budget in mind.
2. How to Brief an Illustrator
Include the following:
A short synopsis of the story
Age group and tone (e.g. humorous, gentle, high-energy)
Descriptions of characters and settings
Specific scene requests (if needed)
Format, trim size, and number of spreads
Contract terms: deadlines, usage rights, and payment
3. Book Design Matters
Your book's layout, fonts, margins, and cover design all contribute to readability and appeal. If you’re self-publishing, hire a professional designer for:
Interior formatting
Cover design (especially important for online listings)
File preparation for print and digital platforms
Traditional Publishing vs Self-Publishing
Both routes have their merits. Here’s a quick overview to help you decide:
Feature | Traditional Publishing | Self-Publishing |
Cost to Publish | £0 (publisher covers costs) | You pay for editing, illustration, design, etc. |
Time to Market | 12–24 months (or longer) | Weeks or months |
Creative Control | Limited — publisher decides many details | Full control |
Distribution | Bookshops, libraries, schools | Online (Amazon, IngramSpark), direct sales |
Marketing Support | Some (varies widely) | Up to you |
Royalties | 5–10% (after advance) | 35–70% (depending on platform) |
Rights Ownership | Publisher may hold rights | You keep full rights |
Ideal For | Authors seeking recognition and wide reach | Authors wanting speed, control, or niche appeal |
Your Self-Publishing Checklist
If you choose to self-publish, follow this roadmap:
Legal & Technical
Purchase ISBNs via Nielsen ISBN Agency
Register with the British Library for legal deposit
Format your book correctly (PDF for print, EPUB for eBooks)
Creative
Hire a professional editor
Finalise or commission illustrations
Ensure professional cover and layout design
Order proof copies to check everything
Platform Setup
Upload to platforms like Amazon KDP or IngramSpark
Set pricing and categories
Write strong metadata and descriptions
Marketing and Promotion
Marketing is about connecting your book with the people who’ll love it. It doesn’t need to be shouty — just thoughtful and consistent.
1. Build an Online Presence
Create a basic website with a short bio and buy links
Use social media to share progress, illustrations, and insights
Start an email list if possible (Mailchimp, Substack, etc.)
2. Launch Your Book
Plan a book launch event — in-person or online. Include:
Live readings
Giveaways or signed copies
Press releases for local media
A blog post or author Q&A
3. Get Reviews
Send advance copies to reviewers and bloggers
Ask readers to leave reviews on Amazon, Goodreads, or Waterstones
Share early feedback on your website and social media
4. Contact Schools and Libraries
Offer free copies, activity sheets, or readings to schools and libraries. Tailor your pitch to how your book supports literacy, emotional learning, or curriculum themes.
Distribution: Getting Your Book into the Right Hands
Online Retail
List on Amazon KDP for eBooks and print-on-demand paperbacks
Use IngramSpark for broader reach into bookshops and libraries
Bookshops & Libraries
Approach independent booksellers with sample copies
Offer signed stock or events
Register with Gardners, Peters, and Askews & Holts
Direct Sales
Use your website or platforms like Etsy, Payhip, or Shopify
Offer bundles, signed books, or extras to encourage purchases
Book Launch To-Do List (Free Download)
Here’s a handy checklist you can turn into a downloadable PDF or offer as a lead magnet:
Your Book Launch To-Do List
Pre-Launch (4–6 Weeks Before)
Finalise proof copy
Plan launch date
Build/update author website
Create social media content
Contact reviewers
Draft press release
2 Weeks Before Launch
Order stock
Prepare blog posts or email announcements
Finalise promotional materials
Schedule social media posts
Launch Week
Announce launch across channels
Host a virtual or live event
Share behind-the-scenes content
Thank early readers and supporters
Post-Launch (2–4 Weeks After)
Share reviews
Contact schools/libraries
Send follow-up emails
Enter awards
Begin planning next steps
The Parts of a Book: A Book Checklist
Front Matter
Half-Title Page (Optional but Recommended):
Title and subtitle of the book
Title type same as the cover fonts
Title Page:
Title and subtitle of the book
Author/editor names
Illustrator name (if applicable)
Publisher's name, logo, and location
Title type same as the cover fonts and styling
Optional design elements to tie into the cover design
Copyright Page:
Copyright date and holder (e.g., “© [Author Name], 2024”)
Copyright notice
Edition information
British Library CIP Data (applied for via British Library Cataloguing-in-Publication Programme)
Printing history, if applicable
Country of printing
Publisher’s name and contact information
Author name and book title
13-digit ISBN (for both print and e-book, clearly identified)
Credits for design, illustration, editing, and cover artwork
Assertion of Moral Rights
Applicable waivers or disclaimers
Dedication Page (Optional):
Separate recto page following the copyright page
Table of Contents (Optional):
Follows the dedication or copyright page
Concise, listing chapter titles and subtitles
Accurate page numbers
Typeset style matching the rest of the book
Content Quality
Grammar and Copyediting:
British English spelling and grammar, if writing in British English
Correct punctuation rules (single vs. double quotation marks, serial comma use, etc.)
Consistent grammatical style (e.g., The Oxford Guide to Style or The Times Style Guide)
Free of grammatical and typographical errors
Advance Reader Copies (ARCs) marked as “Uncorrected Proof” or “Advance Reader Copy”
Quality of Writing:
Well-written content, appropriate to the genre, age, and topic (if for children)
Inviting, direct, well-phrased, cliché-free
Consistent and accurate facts, names, dates, and timelines
Acknowledgments Page (Optional):
Credit sources, essential in nonfiction
Photo credits included consistently
Plagiarism-free content
About the Author:
Brief, informative biography
Author’s credentials for specialized topics
Optional URL and social media links
Production and Design
Interior Design:
Design with appropriate font, leading, kerning, margins, and trim size
Consistent running heads or footer
Proper treatment of special characters
Front Cover:
Legibility of text in print and digital formats
Colours which translate well to both print and digital formats
Spine:
Title, subtitle (optional), author name, publisher name/logo
Back Cover:
Good quality cover copy to act as a 'hook'
Price as with books in similar category
Clear readable BISAC subject heading
Publisher name/logo
Relevant, real, and properly credited endorsements/blurbs
Industry-standard EAN bar code with price and 13-digit ISBN embedded
Additional Considerations
Library of Congress and British Library:
Apply for PCNs and display LCCNs for all books in the US.
In the UK, register the book with the British Library.
Paper:
Ensure paper is of good enough quality to avoid text see-through which affects the reading experience.
Proofs:
Order proofs of the book before printing to check for errors, legibility, design, and colour.
SEO (Search Engine Optimisation):
Use keywords from the book title, subtitle, and description to ensure discoverability.
Include meta data descriptions and alt text for photographs and illustrations in digital versions as computers cannot read images.
Utilise author websites, blogs, and social media for backlinks to improve search rankings.
Common Publishing Abbreviations
ARC: Advance Reader Copy
BISAC: Book Industry Standards and Communications
CIP: Cataloguing-in-Publication
EAN: European Article Number
ISBN: International Standard Book Number
LCCN: Library of Congress Control Number
PCN: Preassigned Control Number
Use this checklist as the basis to create your own checklist and criteria.
By following these guidelines, you can start to ensure your published or self-published book meets professional publishing standards and will be well-received by your readers.
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