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The Elf On The Shelf: A Self-Published Success

Posted by Scott Gregory on

At Dragonpencil, we have the slogan, “We turn children’s stories into success stories.” Which is very catchy but what does a success story look like? Here is just one of many self-published success stories:

Self-published success, The Elf On The Self, makes his debut in the Macy’s Thanksgiving Day Parade.

The Elf on the Shelf: A Christmas Tradition (ISBN 978-0-9769907-9-6) is a children’s picture book written by American mother and daughter Carol Aebersold and Chanda Bell, and illustrated by Coë Steinwart. The book was self-published in 2005 by CCA and B Publishing in Marietta, GA. The Elf on the Shelf comes in a keepsake box that features the hardbound book and a small pixie scout elf.

This book has sold millions of copies and made millions of dollars for the authors. The story is good. The artwork is good. But the marketing is amazing and CHEAP!. Parents, like myself, tell other parents about it. And in this age of Facebook, the Elf is absolutely viral. Why do we tell other parents about it? Because it has impacted our family. It isn’t just a book and a cheap doll, it’s a December-long experience with our kids. We want to help you make the same kind of success story. Think about why your book would be shared by other parents or by professionals in a certain field. If you get that part right, you can leave the rest up to Dragonpencil.