What It Takes to Self-Publish a Creative Book

Dear Best Friends,

Today I have a couple of cool how-tos for you: how to publish an activity book, and what a media kit is and what should be included in it (for once you’ve published your book, obviously), from a very cool woman I recently met through Instagram.

Introducing Jenn Alvin

You know that thing where your whole life feels like it’s coming apart and all these unexpected things are happening and so you just create and self-publish an activity book for yourself and anyone else going through something similar?

No? Not your first instinct? Okay, well that’s what makes Jenn Alvin particularly amazing - and, obviously, resilient. When life was like, “hey wouldn’t it be better if you dealt with everything hard all at once?” (NO, life, nobody wants that!!), Jenn turned around and authored and illustrated her (newly released!) activity book “Stronger, Wiser, and Still Fabulous: An Activity Book for Resilient Women Who Color Outside the Lines.”

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This is kind of what Jenn does: she gets things done, and those things usually involve making new things. Sticky notes are usually involved. Example:

The book came out of a gap in the market - there’s coloring books, there’s self-help books, there’s activity books… but an activity/coloring book specifically for grown women trying to get through life and maybe process a little? That was lacking. And as a life-long maker, Jenn’s instincts on how to deal with difficult situations was to create something, just like she’s always doing. When I’m having a hard time, I usually just collage or make sad little drawings if I can convince myself to remain upright long enough. The fact that she made a whole book and published it amazes me!

Not to say it was easy for her - but she found herself with a book coach (yes, it’s a thing!) through a workshop, and her coach provided the kick in the pants that spurred Jenn on and took her over the finish line.

Jenn and I talked a lot - about a lot of things - so if you want to hear two women getting excited about something new every 45 seconds and struggling to stay on topic, you can check out the whole conversation here. But I mostly want to share the process that Jenn walked me through on creating your own creative book, should you choose to do so!

How to Turn Your Story into a Creative Book

Start With What You Need Yourself

Jenn’s book began during a Portland ice storm, when she was alone in a freezing house with no power, no heat, high levels of stress completely unrelated to the storm. She found herself asking: “What is the book I wish someone would hand me right now?” That became the foundation for her project.

Takeaway: Don’t start with marketability. Start with truth. What would help you? What would make you laugh or feel seen or distracted or held? That’s your anchor.

Sketch a Loose Vision at First

Before diving into layout software or ISBN numbers, Jenn sat down in a coffee shop with a pile of sticky notes and index cards. She grouped themes (like grief, identity, resilience) and brainstormed what kind of activity could go with each. Some prompts led to coloring pages, others to crosswords or writing reflections.

Takeaway: Give yourself permission to play at this stage. Don’t worry about format yet (this is the type of thing that totally derails me, so I need to hear this over and over again), just think about what you want the reader to feel or do with each page. Map it out on paper and follow your creative hunches.

Use the Tools You Know and Learn a Few New Ones

Jenn’s background is in tech, and she already knew Adobe Illustrator and InDesign, had experience with layout and publishing software, etc. But she still had to teach herself things like how to create a clean, professional crossword puzzle and what print specs she’d need for full color.

Takeaway: Don’t wait until you know everything. Use what you already know and learn as you go. Choose tools that give you creative control. In Jenn’s case:

• Illustrations: Drawn by hand on an iPad or scanned from paper, then cleaned up in Adobe Illustrator.

• Layout: Done in Adobe InDesign to create print-ready pages.

• Printing: She used IngramSpark for professional printing and wide distribution (Amazon, bookstores, etc.) because she wanted more quality and flexibility than Kindle Direct Publishing could offer.

Build a Style Guide (Even If It’s Just for You)

To keep the book cohesive, Jenn created a style guide with colors, fonts, and voice tone that matched her vision: playful, real, a little scrappy, and totally sincere. Even though she did most of the design herself, having a reference helped her stay focused (and would have helped if she’d outsourced more, or for future outsourcing on book-related projects).

Takeaway: Don’t skip this. A mini style guide (even a quick one-pager!) will help your project stay visually and emotionally consistent. Especially if your book includes art or mixed media, you want it to feel like it’s coming from one clear voice.

Get Feedback - But Only from the Right People

One of Jenn’s most pivotal moments was asking a creative friend for feedback on her original concept, which was called “Project Plucky Princess.” The friend kindly, clearly said: “Disney owns that. Make it more you.” That push led her to reframe the idea and come up with something more grounded and resonant.

Takeaway: Find people who get your creativity and who will be honest. Don’t ask everyone for feedback; ask people who either:

• Know your audience,

• Share your creative values, or

• Will ask better questions, not just give you opinions.

Think Like a Publisher, But Stay Human

Jenn made choices that reflect both heart and practicality. She structured the book loosely around a “heroine’s journey” so that it moves from struggle to insight to helping others. She invested extra money in full-color sticky note pages because they mattered to the experience. And she decided not to make it an ebook, because… well, if you need an explanation there, then you might not be an activity book kind of person.

Takeaway: Let yourself care about the experience. Ask: “How do I want someone to feel holding this book?” And “What do they actually need from it?” Don’t be afraid to make choices that cost more or limit formats if it means staying true to the work.

Prepare to Talk About It

This is where a lot of creative people stall: putting the work out into the world. Jenn took took some time to feel fully prepared to market and show off her book, even after it was printed. She eventually created a media kit and a sell sheet, practiced pitching local bookstores, and hosted a book launch party with actual crayons and printouts to color (I was there, and very happily surrounded by people who enjoy coloring).

Takeaway:

• Build a media kit that includes your bio, a book summary, where to buy it, sample pages, and contact info.

• Create a sell sheet (a one-pager version of the above) for bookstores or event hosts.

• Don’t overthink the first outreach. You will get no’s. It doesn’t mean your work isn’t valuable.

Don’t Wait to Feel Ready. Start Building the Muscle

Selling her book has been the hardest part for Jenn just because it’s such a new thing for her. She talks about it like going to the gym: you can’t build strength without showing up, even when it feels uncomfortable. From coloring events to Instagram to pitching to stores, she’s tackling all the approaches one at a time.

Takeaway: Creative confidence comes from momentum, not mastery. You don’t have to be a marketing genius. You just have to keep going, one small brave action at a time.

What Goes Into a Media Kit And Why You Need One

Jenn referenced her media kit to me at some point, so I made her explain more about that, since I was barely familiar with the idea. A media kit is your calling card for press, podcasts, bookstores, and event hosts. It's not a resume, and it's not a pitch deck; it's somewhere in between. Like a little “look what I can do!” (and why you should care) asset to share with anyone who might partner/hire/promote you in any capacity.

Jenn’s friends and collaborators pushed her to put this together months after she first published her book, reminder her: “If you want people to talk about your work, make it easy for them.”

Here’s how you can build one that does just that:

What a Media Kit Is

• A digital PDF (ideally designed in something like InDesign or Canva)

• Usually 2-4 pages long

• Covers just enough to give someone everything they need to know, without overwhelming them

What to Include in a Media Kit

1. Project Overview

   • A short paragraph about what your book (or project) is, who it’s for, and why it exists

   • Keep it clear, not cute. This is the elevator pitch in written form.

2. Your Bio (as the creator)

   • Just a few lines: who you are, what your creative POV is, and any relevant context

   • Include a small headshot if you’re comfortable (people like seeing who they’re emailing)

3. Visuals

   • Cover image(s) and 1-3 interior page samples, especially if the design/illustration is a core part of the book

   • In Jenn’s case, this could include screenshots of her “sticky notes to self,” or examples of social media posts that reflect the brand

4. Press & Praise

   • Short blurbs or endorsements (even if they’re from friends, early readers, or Instagram DMs!)

   • Optional: links or logos if you’ve been featured in any media, podcasts, or events

5. Availability

   • Where the book can be purchased (direct from you, Amazon, local indie stores, etc.)

   • Include links and pricing info if relevant

6. Contact Info

   • Your email

   • Social handles

   • Optional: link to book a call or fill out a contact form

Optional Add-Ons

• Sell Sheet: A one-page summary (usually used for bookstores or events), which can be part of the media kit or standalone

• Event Formats: If you’re open to speaking, hosting workshops, or doing signings/coloring nights, etc. List what you’re available for and the kind of setup you need

• QR Code: Include one that links to your website or online store

Why It Matters

• You won’t always be the one pitching; sometimes your friends or fans will share it for you.

• It helps gatekeepers (bookstores, podcast hosts, journalists) decide quickly if you’re a fit.

• It makes you look ready. People are more likely to take a chance on someone who seems prepared, even if they’ve never heard of you before.

Here’s what the first couple of pages in Jenn’s media kit look like:

There’s a lot more to know about Jenn - I highly recommend following her on Instagram, this book is just the tip of the iceberg in the world of things she makes.

And of course, buy her book! You can even buy it in Spanish!! Which is another example of how fast Jenn moves - in our conversation she told me all about her new journey of working on translating her book, and she got it done before I even got this newsletter out (no comment on maybe the fact that this also means I’ve been moving very slowly)!

And if this inspired you to start working on a book, I want to hear about it!

See you next time,

Colleen