Happy Saturday and welcome to Picture Book Spotlight!
Today's Agent Spotlight features Senior Literary Agent and Agent Mentor, Heather Cashman of Storm Literary Agency. This interview is packed FULL of exceptional content and I can't wait for everyone to hear what Heather has to share! We do have a giveaway for this post but be sure to read the Spotlight Interview before seeing what Heather is offering for one lucky participant.
Before we dive into our time with Heather, there are just a few days left on my last critique sale of the summer. Lock in a discounted 25% off critique with me before this opportunity ends--I won't be doing another sale like this until the fall so register now! Use promo code "BriansWolves25off" on the registration form to take 25% off the total price of a written-only, Zoom, or second-look critique. If you have questions about working with me, don't hesitate to reach out.
Those Zoom critiques can go a lot of places...here's a summary of a recent one with Andi Chitty:
Thanks for letting me be part of your story!
Back-to-school time is just around the corner so I've loved seeing the annual buzz starting up again for my debut picture book, The Book of Rules illustrated by Tom Knight (FSG/BYR, 2021). The sales data and the renewed enthusiasm don't lie: when your picture book has some kind of seasonal, or calendar-based hook, you're going to notice the difference during those times of year. Check out the recent sales ranking after nearly three years on the market! 🤩 My personal favorite category is Children's Spine-Chilling Horror. 🤣
July-September is harvest season for Dennis. And I'm glad about that. I wrote the book with teachers in mind and it was actually at an elementary school gymnasium where the first lines of the book popped into my head. If you've got a Pre-K-2nd grade teacher in your life, consider getting a copy or two for them to make back-to-school even more fun! Dennis loves (to eat) kindergarteners! 😈
And it's super on sale right now! 🤑
Alright. Now it's time for the goods. Heather brought the fire today so really dig into all she's got to offer. If you're wading through the murky query trenches, this interview is a lifeboat. Or stilts. Or a hot air balloon...or a...it's a really good interview and will help so read it!
Lights fade to black. Silence your babies, cell phones, and wolves. Cue the spotlight...
Here's Heather!
Hi, Heather! Welcome to Picture Book Spotlight.
Thank you for having me! I'm honored to get a spotlight!
For all the curious authors out there, are you open to picture book submissions and still taking new clients? If so, what are you hoping to see? What are you hoping not to see?
I am open to picture books and taking on clients with manuscripts I can't resist! I love layered picture books that teach (without being didactic), empower, and fill holes in the market. If it's been done before, I'd rather not see it unless it has a very unique twist. If it's rhyming or lyrical, please make sure you know how to do meter and rhyme well.
Give us a mini snapshot of your picture book wishlist. What three picture books would you have LOVED to represent? What do you like about them?
Dragons Love Tacos--it's just so out there and funny and fun while also being effortless.
Corduroy--this was before my time obviously, but it was perfect for the market when it came out and has become a timeless classic because of its content and the expertise of how it was written. Again, it feels seamless and easy, and yet there's a lot of craft that went into this to make it popular and then last.
Erno Rubik and His Magic Cube--I love the way this tells us about someone incredible, empowers children to follow their dreams, and also the illustrations are so fun and outstanding.
Thinking about effective queries that really grabbed your attention in the past, what kinds of things did those authors do?
They had an outstanding premise that not only promised an intriguing book but also that I would likely learn something new about the world or myself. They were aware of the publishing business and how things worked, timelines, expectations, and were gracious and kind. The manuscript delivered on their promises given in the pitch and comps. The pitch left me curious and made me jump to the pages.
If we submit to you, what are some essential questions we should ask ourselves beforehand?
Is there a place for this in the current market?
Is it as polished as I can possibly make it?
Am I following all the guidelines and requests?
What are my expectations, and are they realistic?
Do I have more manuscripts ready to share that I feel confident about?
Talk to us about the power of revision. What opportunities are there in transforming our older stories and what’s a good approach to begin this process?
Revising picture books is a critical part of the creative process that can significantly enhance the quality, impact, and appeal of your story. I've put together some steps, but these are just broad strokes.
Picture books need to be short, especially with the current attention span dwindling so every word counts. Revision allows you to trim unnecessary words and ensure that the language is clear and concise. Ensure the story has a strong beginning, middle, and end. You can refine the pacing by using vivid words and avoiding passive voice. Make sure each scene serves a purpose, and enhances the overall flow. Make your characters more relatable and engaging. Add depth to their personalities, motivations, and growth throughout the story by making sure they're expressing emotions and experiences that can't be seen or felt in the illustrations..
Look at the themes and messages of your story, how they're conveyed, and make sure they're appropriate for and will resonate with the young reader. Picture books rely heavily on illustrations. Revising the text with visual elements in mind can help create a stronger synergy between the words and images, enhancing the overall storytelling. I would always recommend making a dummy (that nobody else has to see). Dialogue in picture books should be natural and appropriate for the age group. It's important to make dialogue engaging and authentic.
You can enhance the emotional resonance of your story by making sure key moments are impactful and memorable for young readers. Again, vivid words and emotions at key turning points.
When you're beginning the revision process:
After completing the first draft, set the manuscript aside for a while. This break will give you fresh eyes and a new perspective when you return to revise.This is crucial to picture books especially, since this is how they're intended to be used. Reading the story out loud helps identify awkward phrasing, pacing issues, and areas where the text can be tightened. It also helps ensure the rhythm and flow are suitable for young listeners. BUT--do not just read it yourself. Have the computer or a friend who's never seen it before read it, and note every place they stumble.
Keep the target age group in mind. Ensure the language, themes, and length are appropriate for young children.
Share your manuscript with others, such as critique partners, writing groups, or beta readers who are familiar with picture books. Also--share them with your audience (preferably not your own grandchildren or children, as they will be biased.) Constructive feedback can provide new insights and highlight areas for improvement, especially if the feedback is consistent..
Picture how the text will pair with illustrations. Ensure that the text leaves room for the illustrations to tell part of the story and consider how the two will complement each other. The beginning should hook the reader immediately, and the ending should provide a satisfying conclusion to the promise set forth in the beginning.
Remove any confusing or overly complex language and ensure that the narrative is straightforward and easy to follow. Ensure that the characters, setting, and tone remain consistent throughout the story. Inconsistencies can confuse young readers and disrupt the narrative flow. Be ruthless in cutting out any parts that don’t serve the story. Every word should add value, whether it’s advancing the plot, developing a character, or enhancing the theme. And when possible, have multiple ways of adding this value. Picture books often use lyrical and poetic language. Look for opportunities to add rhyme, rhythm, and repetition to make the text more engaging and enjoyable to read aloud. Children often love refrains that repeat, and they LOVE to be engaged as an active participant. See if there are creative ways you can do this with your text.
Talk to us about the importance of theme. Why is a perceptible theme or message important to include in a picture book manuscript? And how can we avoid bludgeoning our readers with it?
The theme in a picture book manuscript is essential because it serves as the underlying message or lesson that the story conveys. Here’s why having a perceptible theme is important and some tips on how to include it without overwhelming your readers:
A theme in any work, even picture books, can provide direction and focus, helping to shape the narrative and ensure that every element of the story contributes to the central message. Themes also make stories meaningful and relatable. Themes are what bring out the human experience in your work and help children connect with the characters and events on a deeper level, fostering empathy and understanding. Because picture books often aim to impart important lessons or morals in an accessible way, a well-crafted theme can help children learn about kindness, perseverance, friendship, and other essential knowledge and experience they might not have the opportunity to experience otherwise. Themes can also spark conversations between children and adults. They provide opportunities for parents, teachers, and caregivers to discuss the story’s message and its relevance to real-life situations For me, picture books with strong themes leave a longer-lasting impression on young readers and are more likely to be revisited and cherished.
How to avoid the bludgeoning...
This, for me, is one of the most important factors of showing rather than telling. When you tell a child they shouldn't do something, they often tune you out. But if you show a child something, like a scar you got from touching the stove when you were little, that has a deeper impact. The same is true with being heavy-handed or didactic with picture books. Instead of explicitly stating the theme, let it emerge naturally through the characters’ actions, dialogue, and the story’s events. Children are perceptive and can pick up on subtle cues. Don't underestimate them!
The theme should be introduced organically, letting the reader draw the conclusion at the end from what happens. Avoid repeating the message excessively or using overly didactic language. Trust your readers to understand the theme without needing it spelled out.
Ensure that the story is entertaining and engaging in its own right. The theme should enhance the story, not overshadow it. Prioritize creating a fun, captivating narrative that children will enjoy.
Develop characters whose journeys and growth naturally reflect the theme. Readers will connect with the characters’ experiences and internalize the message through their emotional investment.
Leverage illustrations to convey aspects of the theme. Visual cues and symbolism can reinforce the message without relying solely on the text.
Ensure that the theme is suitable for the age group. Complex or abstract themes might be lost on younger readers. Aim for simplicity and clarity while maintaining depth.
And not always, but possibly leave some room for readers to draw their own conclusions. Open-ended endings or ambiguous elements can invite children to think critically and reflect on the theme in their own way.
Hope this helps!
How many queries do you get per month and what percentage of those submissions are picture books? How many clients do you typically sign per year?
I average 800 - 1100 queries per month, and about 100 -150 of those are picture books. Sorry for the vague numbers, but I have a lot that come into my email inbox as requests from conferences. I generally sign two to three PB clients per year.
If we could put on “Heather Cashman eyes” to look critically at our stories, what is ONE THING that you always look for that we can too?
Is the MC relatable and easy to connect with from the first page? What are all the marketing hooks in this manuscript? In order for a manuscript to stand out in the current market, it should be intersectional, with layers of marketing hooks that will increase the audience and longevity of the book.
Complete the following sentence: "Heather is an agent who…"
Does her very best to elevate authors through workshops, her podcast at www.way-wordwriters.com, and going to conferences, so that she can connect with writers to help them succeed.
Thank you for sharing so much, Heather! Your breakdown on theme in picture books was particularly meaningful--I'll be revisiting this a lot!
And thank YOU for stopping by, kidlit fam. As a thank you for your engagement, Heather will be giving away one picture book query letter critique to a randomly selected winner. It could be you! See details below on how to enter the raffle and participate in the giveaway. Best of luck, everyone!
TO ENTER THE GIVEAWAY:
✅ Subscribe to Picture Book Spotlight
AND
✅ Share this post on social media using the hashtag: #PBSpotlight
Follows and tags are appreciated so I don't miss your sharing!
***The deadline for this contest is Saturday, July 27th at 9 AM CST
Winner will be contacted on Saturday, July 27th & announced on Brian's social media channels***
About Heather Cashman
Heather has always devoured any book--fiction or nonfiction--that told a good story and introduced a new world, but she especially loves the ones that make her want to be the heroine of her own life. Her work in Biochemistry inspired her imagination for creating worlds. Writing for enjoyment turned into an interest in improving craft.
Heather was a professional editor for Cornerstones Literary Consultancy, editing middle grade, young adult, and adult books. She’s also helped authors by working as Managing Director of Pitch Wars, #PitMad, and Pitch Madness, as well as being a Pitch Wars mentor. Before becoming Associate Literary Agent and Agent Mentor at Storm Literary Agency, Heather interned for three years at The Bent Agency and Entangled Publishing.
Heather is currently seeking submissions for middle grade, young adult, and adult in fiction and nonfiction. For fiction, she’ll consider all genres and loves a good genre splice. For non-fiction, anything that takes her back to those days in the library when she wanted to learn about someone, something, and somewhere new.
For all writing, Heather enjoys unique characters formed from their own experiences in a unique world. The characters need to feel real with a distinct voice from the first line. Thematic elements and strong character arcs are a must. She loves commercial fiction that has a literary flair and inclusive books that bring us together as citizens of the world.
Some of her favorite authors: Anne McCaffrey, Terry Brooks, Judy Blume, Dr. Seuss, Shel Silverstein, Gary Paulson, Roald Dahl, Lord Byron (so much love for Prometheus Unbound, especially), Orson Scott Card, Beverly Cleary, Dean Koontz, Rainbow Rowell, Pierce Brown, Leigh Bardugo, Maggie Stiefvater, Holly Black, and so many more.
Please follow Heather’s submission guidelines.
Brian is a children's-author, theatrical wizard, and time-traveler. He is the author of The Book of Rules illustrated by Tom Knight (FSG/BYR, 2021) and This is Not a Sleepy Bear Book illustrated by Jenn Harney (Little, Brown, Fall 2025). When Brian isn't blogging about or writing picture books he can sometimes be found in the belly of Dennis as he is known as a bit of a rule-breaker. Brian will be starting his 10th year in education this fall and is excited to be back in the classroom where he hopes to help his mostly 9th-grade students not hate reading and writing so much. He is astonished that this bio is relatively normal. And so are you. This just might be the most tame bio he has ever written about himself...life is full of surprises!
If you'd like to collaborate on a picture book and get feedback on your writing, check out Brian's Story Coaching Service!
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