Gone to the Woods
In 2019, my colleague at FSG Young Readers was preparing to sign a book deal with legendary author Gary Paulsen, the creator of Hatchet and other timeless children’s classics. The first pitch was for Gary’s memoir of his childhood, and we wanted to position his story to appeal not only to his now-grown-up fans, but modern kid readers too. I brainstormed the phrase that became the guiding light for the rest of the campaign—one of the last we’d do for Paulsen’s incredible work before his death in 2021.
Image courtesy of Hafsah Faizal on x.com
Date: 2019 || Role: Assistant Editor || Performed for: Macmillan Publishers
Business Goal: Position Gary Paulsen’s memoir to attract new readers and retain existing fans, making a memoir sound as exciting as his other well-known fiction work
Results: I ideated the phrase “Gary Paulsen’s newest survival story—how he survived his own childhood” as I prepared internal paperwork describing this memoir. That phrase led to powerful web and jacket copy, more than 50,000 products sold, wide acclaim from industry professionals, and glowing reviews in media outlets that used similar phrasing; for instance, The New York Times titled its review “Gary Paulsen’s Real-Life Survival Guide” and read, “Gary Paulsen’s name is synonymous with gritty survivalist stories, so it should come as no surprise that his memoir, ‘Gone to the Woods,’ leaves you gritting your teeth and clutching the pages.”
Project Tasks and Scope:
Acquisitions materials—drew up acquisitions paperwork to describe project scope to internal team before deal was struck, with details including:
product descriptive copywriting
key selling points
author bio information
market research on comparable products
profit & loss projections
Critical thinking—I used my knowledge of the product at hand, my understanding of its historical context, and my strong storytelling skills to position this book for success
Cross-functional collaboration—I worked closely with the acquiring editor, department director, and other senior executives to refine positioning as the story and campaign around it developed
