- Author: Carl-Johan Forssén Ehrlin
- Publisher: Self-published
- Swedish edition released: 2011
- English translation released: April 2014
- Genre: Children’s picture book
As of this writing, The Rabbit Who Wants to Fall Asleep was the number-one bestseller in both the Amazon US and UK stores, as well as in France and Spain. The Swedish author of the book, Carl-Johan Forssén Ehrlin, has a background in psychology; he wrote his book based on research into language patterns that will lull listeners into relaxation—and thus sleep.
Given that the English translation has been out for more than a year, we asked Ehrlin to comment on what led to the recent increased sales and number-one Amazon ranking—and thus overwhelming media attention. (Publishers Weekly reports, at the close of last week, the book had only sold 24 copies through BookScan outlets and 300 copies since April 2014.)
Ehrlin chalked up the success mostly to patience; the book was a success in Sweden long before it caught on in English-speaking countries. “I have always thought of my books as something long-term, that can take the time they need,” he says, “so in Sweden it has grown slowly over the years.”
Aside from that, his marketing efforts have focused on generating word of mouth, primarily on Facebook, where the book page now has more than 30,000 fans. He also gave away the ebook for free at his website until just this week. “It has been such a new and problem-solving book that the word has spread among parents who tried it and felt that it has helped them,” he says. “From when I got the idea up to now, it has almost been ten years. During those years I have worked hard with the book every day and kept believing in my dream of reaching out to parents around the world. Now the book does that.”
Ehrlin just signed with the Salomonsson Agency (a Scandinavian literary agency), and rumors are circulating about a seven-figure deal with Random House—even though Ehrlin told The Guardian last week, “I see a trend that the books that sell best are often self-published. There’s a new era growing in the book business where people who are active in social media become the new bestsellers.”
And there you have it—the first example of a deliberately yawn-inducing plot success.
Jane Friedman has spent her entire career working in the publishing industry, with a focus on business reporting and author education. Established in 2015, her newsletter The Bottom Line provides nuanced market intelligence to thousands of authors and industry professionals; in 2023, she was named Publishing Commentator of the Year by Digital Book World.
Jane’s expertise regularly features in major media outlets such as The New York Times, The Atlantic, NPR, The Today Show, Wired, The Guardian, Fox News, and BBC. Her book, The Business of Being a Writer, Second Edition (The University of Chicago Press), is used as a classroom text by many writing and publishing degree programs. She reaches thousands through speaking engagements and workshops at diverse venues worldwide, including NYU’s Advanced Publishing Institute, Frankfurt Book Fair, and numerous MFA programs.
