Jan is Jan Fields, moderator of this interview with Lisa Mullarkey, and Web Editor of the ICL Web Site. Green shows names or usernames of people and the questions they asked Lisa.

Jan: Welcome to SPECIAL GUEST CHAT: Super Successful School Visits with Lisa Mullarkey! Pull up a chair and be amazed as we talk about trends in school visits, maximizing sales and anything else you want to ask! Welcome, Lisa!

Lisa: Thanks, Jan. It's great to be here.

Jan: Watching the kids in school visits...who were some of their favorites?

Lisa: Dan Gutman, Peter and Felicia, Lisa Wheeler, Toni Buzzeo, Mo Willems...ALL!

Jan: I know Toni and Lisa are both high energy folks...was that a trait you saw in a lot of the favorites?

Lisa: Many, but not all. PASSION is what I see in all of them. Some are quieter and just as effective.

Lisa: I prefer smaller ROOMS but the size of the group of kids didn't matter. It's harder with a larger room. We did it by grade level. I packed around 125 kids into my library. More intimate. Many school have several sections of each team. One year, we had 7 first grades! I'm not big on big all-school assemblies

Jan: I have a question that is asked me a lot...though no one sent it for this chat, surprisingly, but if you're a new book author and you want to get school visits...who do you contact to book them?

Lisa: I'm in that situation right now! I'm trying to get bookings. I think you should contact the media specialist, PTO president, maybe even the principal. Generally, start with media specialist. Email is good, mailings are great. Phone calls are tough! I get a lot of people through postcards they sent.

Jan: What should go into a mailing? Is a postcard enough? What should it say?

Lisa: First person I ever booked was Margie Palatini. She sent me a letter and it had her phone # on it. I called. It was when her first book came out. I usually get a bio with a list of books written. Postcards are, I think, great! Doug Florian sent the same letter to me 6 times... only thing that changed was his fee. I booked him after 6 letters.

Jan: So...as a media specialist...you were most interested in bio and list of books? Not info on the actual presentation?

Lisa: Well, first I like to get a sense if the author is a good fit. Are they appropriate for grade levels I'm looking for? Do I like the works? To be honest, 99% of the presentations offered are generally the same! I have to connect with the book on some level. If I haven't heard of the person, I'll hopefully get to visit his/her website.

Lisa: We break our k-5 school up as K-2 and 3-5. Always have the toughest time with 3-5. Usually, we don't have one person present to all levels. We book three or four for our Wizards of Words week. Almost impossible to get someone that interests all grade levels. One exception: VERLA KAY. AWESOME!

Lisa: Ah, a birdie? Okay, here are my tips...Bring as many extra books with you as you can. If you bring 50, you'll sell 50. The people who have brought them, have always sold out. Ask the librarian to order extra copies. Most will. BIG TIP...Write your own pre-order form like you do BUT don't forget to toot your own horn. I have yet to use a pre-order form sent to me. In fact, most authors ask to use mine. Make sure the librarain reads as many books as possible. Picture books are easy to fit in, novels aren't. I start reading the novels to the kids THE YEAR BEFORE. If they read it, they buy it. Ted Lewin illustrated The Girl on the High-Diving Horse. It wasn't selling well on pre-orders... He had so many books that I guess I didn't read it and it was brand new...arrived later. I had 3 orders from 5th graders. (About 100 from K-3) I read the book to all fifth graders one day and the next day, 97 orders came in! So, keep in touch with the librarain and make sure she's reading them. Have contests. Dan Gutman asked to have lunch with 10 kids. How could I select ten? I offered a challenge to kids 6 months before he came..anyone reading 10 of his books- including ones teachers read in class- would get name in drawing. He sold zillions. Oh, if you are visiting a younger school, you should still put your MG (middle grade novels) and YAs (young adult novels) on there BUT be sure to say they are for when kids are older. Parents will buy them. I also think you could leave directions on how parents can send books to your house to get autographed with a postage paid envelope.

Lisa: One more thing -- Really toot your horn...I list the reviews off of AMAZON and I write things like "My favorite book by this author" or "this is a Newbery contender." Now, I know you won't want to write that but say it if someone else has said it.

Lisa: A wide range. Books, F&Gs [Note: F&Gs = Folded and Gathered...like a picture book with no cover and loose pages.], all sorts of props that go with stories, lots of pictures of family (Kids love to see you when you were their age.) Visuals are good. Felt boards, too.

Lisa: Great questions! No, not at all. I would have loved a magazine writer to contact me. None did. How cool would that be? Kids would love it. You still go through the writing process and I know many kids who write for school papers and magazines. I think book illustrators and writers are more common but yes, anyone can do it. Nonfiction writers are hot now. Sell yourself when you do your mailings.

Lisa: Good questions and often asked. Visit websites to get an idea. Obviously, the more books you have, the more you get paid. If you are just starting out on the East Coast, anywhere from 500-750...depending what type of book/programs you're offering. I do know several librarians that won't book anyone that's too "cheap." If you start out at 500 and have one book, you'll get booked easier. Budgets are tight.

Lisa: It's usually about their journey to publication. Typical is this: Introduction of self, slide show/power point about life, read book or an excerpt, depending on grade, show revisions...Kids LOVE to learn about your life. The more the better. But the sky is the limit. Most talk about how they get ideas...questions and answer session, too

Lisa: I think if your articles are good, can connect to curriculum , and especially if they are in a well-known pub. About the Newbery presentation...it might. Not sure. As a librarian, I do that. But, it could. Some schools, sadly, don't have librarians so that might be a great hook for you! It never hurts to OFFER a lot of choices.

Lisa: So many were good! While I loved all of them (well, most) I'd have to say Toni Buzzeo WOWED me the most. And no, not because she's a librarian. She was so happy, so focused, so INTO THE KIDS! Shared so much of herself with kids and teachers. Lots of interaction with kids. Great songs and felt board story that was professional looking. Also, she wasn't afraid to deviate from her presentation when she needed to. I also loved how Denise Brunkus went around and wrote messages on everyone's b boards... Kids had stories and art projects out and I thought it was cool she commented on them. Kids will never forget that. Memorable for me: Well, Dan Gutman is amazing and is the king of school visits. Check out his site. He was the only person who insisted on having lunch with kids. usually, they say NO KIDS. As soon as he got there, I hope he doesn't mind me saying this... he gave me 6 paper back books to give out to kids who might not have been able to order them, having a tough time in life. I wanted to cry... Of course, I didn't just hand them out. I knew the kids who needed them and just happened to "pick" their names from a hat. He did several things like that. And while the district I work in is pretty wealthy, he knew that- like everywhere- kids are going through tough times and needed a boost. I could go on and on but I better take next?

Lisa: Fun question, Jennifer. GOOD: lots of PTOs and schools see just how important it is to get authors and illustrators into the schools and will pay for them.
BAD: so many people are offering ONE or TWO sessions...that's it. HA! They want to be paid 1500 for two sessions? We have huge numbers in schools these days. One or two is impossible.
Another bad: Many people who are coming from other states wanted me to book other schools for them. I'm willing to help out but some won't come unless they have three schools in area. Part of me can understand this but I'm way to busy to be booking other schools for you! Too much pressure. I did this once and a school backed out. Luckily, the author still came and was fine about it. But I swear I got an ulcer!
Tech trends: slide projectors, thank goodness, are being extinct. Power Point is hot BUT HAVE A BACK-Up. Every school has an overhead so use transparencies as a back-up. We have zillions of overheads! Some are making points more interactive which is fun. Also, webistes are getting pretty good out there.

Lisa: Luckily, I only had one that I thought fell flat. Kids didn't seem to notice. I've had a few "oh, no" moments. A few jokes over the kids heads is fine but too many and it's a waste...you are here to see them. I've had a few talks go a little to far into political discussions. You're not paid to make endorsements. And, honestly, one "I didn't like school" is fine but if you really hated school, try to say one thing positive. One person said, "Teachers just don't understand kids." and meant it. Ugh! Oh...one more thing: One person was GREAT with grades 3 and 4 but made 5th graders WORK on a whoel bunch of editing stuff. Spent way too much time on it and never did the fun part (getting to know you) part. Kids weren't happy.

Lisa: I really can't answer that. Sorry! No experience there.

Lisa: Usually the day is from 8:30-3. Time needs to be built in for lunch and autographing. So, that leaves lots of other time. If I have a picture book author coming, I'd want them to do 3 sessions: k, 1, and 2. Maybe 3 too. Some authors offer just one assembly and that's it. Two sessions is hard too because schools are so big. Most sessions say 45 minutes and 30 minutes for Kindergarten. However, by the time they come in and then exit, it's more like an hour and 45 minutes. Some offer an hour for groups and I then need to allow an extra 15 for movement as well.

Lisa: Sure! Hi! You can retell your story using felt pieces and a felt board [Note: A felt board is basically just a BIG piece of heavy cardboard covered with felt...you can buy them at educational stores and fancy toy stores.] GREAT for picture books and grades K-1, sometimes 2. Gets kids involved in helping to retell the story. I believe you can have one professionally made or here's a trick I do in class: photocopy your pictures, glue them to felt and you're good to go. Practice! They look easy but you really need to have your story memorized to help kids along. Make sure the pieces are large and the board is sturdy. Put it on an easel, chalk ledge, etc.

Lisa: I would hope teachers would control classes BUT you need to be ready to step in. One trick- in the beginning, tell them that if they hear this signal- then do a series of catchy claps, thay need to repeat the sequence back to you. Teachers, hopefully, will stay but always be ready. Honestly, if you are well-prepared, you shouldn't have a problem. If you can, read to a classroom for practice before the big day.

Lisa: Make sure it's read BEFORE you get there. If group is too big, the pictures will get lost if you read straight from the book but you could include it in your overheads, powerpoints, etc. More kids can see it that way.

Lisa: This may surprise everyone...Shock everyone. I never pay a dime for a visit... Well, that's not entirely true...Here are some figures... Dan Gutman at the time cost 1500; we sold so many of his books that we made a PROFIT of 300! Here's what you do: The publishers will give them to you for a 40% discount. We DO NOT pass on the dicount to the kids. We use it to pay for the visit. We often make $6 a book. Last year, we spent $6,000 on visits and sold about $18,000 worth of books. Also, if travel is required, we've asked parents to donate FF miles. So, if you can sell books, they can take profits and pay you. It helps, doesn't it? We sold 700 books by Herman Parish (Amelia Bedelia); that's a lot of profit. BUT Have TWO preoder lists in case your school DOES want to pass on the profits to the kids. Also, at my school, we give the teachers the discounted proce. (Paperbacks are only 20% off.) Grants are available, too. some schools have money but refuse to pay. I ask how can they afford NOT to? Kids love the visits and you make lasting impressions.

Lisa: You're selling your services and will be paid a fee. If you ask for $500 to conduct three writing workshop courses, that's what you'll get. If you have a book coming out, let them know and you'll get some sales when it does because kids will remember you. (Of course you'd also direct them to your website!)

Lisa: I have no idea about the going rate in any other country but the US. Sorry! even in the US, it's vastly differentfrom state to state.

Lisa: In my school, we have funds. If school doesn't have any, try a grant. There are many local ones available. Search online. Also, if a school like mine has more than one author visiting, money can come from there as well. We don't try to make a profit. Put money back into program. Also- try the Language Arts Supervisor. You never know who books and who has money! We haven't done this but I just thought of it -- Some schools have in-house field trips. We've had them and instead of kids paying for bus/trip, they pay 3-4 and we have someone come in. You could be that someone! Some schools allow it, some don't. Try.

Lisa: Great question...This is what I'd do: I'd talk about how I got my idea, the rejections I got (show them!) and if you don't know illustrator, ask kids who'd they like. My book is being illustrated by a lady who does all teh American Girl party books. So, I'd bring that up. You can say this is what's ahppened and this is what will happen. You are the expert...show them drafts. Always mention your website so they can be updated on progess as well.

Lisa: I have a NF Beach Activity book coming out with Gibbs SMith for 7-12, but I write pbs [picture books] and MGS, [middle-grade novels] too. None published yet!

Lisa: Good question! Wear comfortable clothes. Some people dress up for their book- get in character. Verla did this and kids love it. Toni has beautiful jackets quilted for her that represent scenes form her books. Be comfy. Yes, teachers LOVE it if you eat with them. Mix and ingle. If you are at one table with teachers for lunch, switch to a different one for dessert. There are some who refuse to eat with teachers. I don't book those but my colleague had that unpleasant experience last year with a well-known author/illustrator. I understand if you need to catch your breath but I do want teachers to meet you! It's good for you too because they'll always buy your books. Toni had teachers eating out of her hand. Loved her!

Jan: So, the person who wouldn't eat with teachers -- where did he/she want to eat?

Lisa: In his car! Said he wasn't fond of teachers and having to chat with them...Rare...but it does happen.

Lisa: Hi, Della! If you send it out the first few weeks of school, your bookings will most likely be for NEXT year or the year after. I was about two years ahead. If you know who books the visits, send to them. Unsure? Send to who you can afford. If I had to pick two, librarian and PTO. One page works. Make it look good, though! Professional. Give reviews, links to your website. Follow-up with email.

Lisa: Can I say something about websites?

Jan: Yes, please do.

Lisa: A website is a must. While I booked people without them, I wouldn't do it again. It helps me deliver my lessons for prepping them. Also, I taught, at times, 30 classes a week. If I didn't get to do an intro lesson, the teacher could make sure they did. (NOTE: Last five years, I had each grade level in at once to do Bios on visiting authors and illustrators. That helped. You may want to suggest that.) But be careful of what's on your site. I wanted to book someone who writes for K-2 market and when I saw her site, she had LOTS of stuff about her suicidal urges. I feel for her but that wouldn't go over well. Yes, she has a right to have it on there but I couldn't book her. Also, one author had such a Va-Va-Va-Voom picture and a few other suggestive ones that the PTO didn't take her seriously. And if you have a site, do a shout out to get kids to your site. Have a contest saying that anyone who visits my site with yor parents and brings in a paper saying so has a chance to win a free book. Kids will do it. Bringing parents only helps sales. When your visit is over, tell them to look for a posting about it and write one up. Brings them back and kids love it. Building a fan base.

Lisa: Super question! If you have one, that's wonderful and VERY appealing! Make them available on the web as well in case the librarian doesn't give them to teachers. The more you have to offer, the more librarains will want you to visit. I love guides!

Lisa: Schools have many opportunities to apply for grants. They'll do it. You could direct them toward one to apply for. For example, a few years ago, my friend saw a grant available for ANYTHING to do with character education. She applied saying she'd like an author to come in who wrote books with various character ed themes. She didn't get the grant but guess what? The recipient had the same thing! So, the idea worked for someone. The schools would apply.

Lisa: Yes...some charge $350 when starting out. The average I see for an author visit is about $1200. Some are as high as $2,500. Some of the big names I had were booked before they were "big" and cheaper than they are now. The hours are from, usually, 8:30 until 3. Lunch and breaks.

Lisa: I'm always so worried about making it pleasant for them! Let's see, talk to teachers and look excited about it. Teachers have worked hard to get kids prepared. Be happy and SMILE! Don't grumble that you're tired of visiting schools!

Jan: Don't say teachers don't understand kids. Don't eat in your car. Don't throw spitwads in the hall.

Lisa: I love chocolate. Oh- that's another thing: I always ask what the author wants. Be clear and have everything written down so there's no confusion. Dan Gutman is so good with everything...h even gives examples as to what good and BAD driving directions look like. His packet is huge and thorough. Letters to teachers, letters to kids...

Lisa: I never expect to be sent anything but I've received thank yous on postcards which I hang on my door picture/book title side facing out, F&Gs of next books.

Jan: What is a packet?? Is that something they send after the school books you? What should be in it?

Lisa: Yes, not everyone does it. The good ones do. It has your bio, STUDY GUIDES, maybe bookmarks to run off, worksheets, coloring pages, sometimes recipes. It can be whatever you think a teacher may need/want. Publisher info and contact numbers. Dan is the only one who sent a picture of himself. An actual photo. Well, guess what? I hung it up and everyone knew him the second he walked in. Everything you send may not be used.

Lisa: As soon as you feel you have something to offer. I've done some and I don't have a book out yet. (well, I had a W-F-Hire and worked on other nooks). Don't do it before you're ready and PRACTICE before you do it.

Lisa: Not sure about local library. Ask. I've found that in the schools that don't have visiting authors/illustrators, it's because no one ever thought about it. Propose it. Tell them WHY you MUST have one. Share your love/passion of books. It will be contagious. When I took over my library, the teachers said the PTO would never let me have 4 authors- two Caldecott the first year. When I met with them, I had all the books everyone wrote there so they could see WHY we had to have all of them. They said yes.

Lisa: Doug had sent me so many letters and I saved them. When I was ready to have him, I called around and asked about him first. I do that with everyone no matter how BIG you are. A great author doesn't automatically mean a nice person or a capable presenter. He offered to do 4 presentations so, after hearing the positive reviews, he spoke to most of my classes. He shared his poetry and had the older kids write some and illustrate them as well. He was FUNNY! He had older kids work together and kids liked that. He held up and read, with permission, their work. He was able to successfully present to a wide age range. He also can do this thing where he speaks some crazy way. Hard to explain but kids loved it. He did a lot of drawing. If you illustrate, that's great! He was fun and zany with great control of the kids.

Jan: That brings us to the end of our time -- thank you so much. You gave us a ton of information. I know I learned a lot.

Lisa: If I didn't get to answer your questions, visit my LJ and I'll answer them there. There's a link from my website.

Jan: We'll also have some questions and answers in the Monday eNews...thanks for coming out.