A Fermanagh-born author and busy mum of six who currently lives in Perth, Western Australia, has won the Ausmumpreneur Network Excellence award.

Karen McDermott, originally from Newtownbutler, co-founded a publishing house early in 2012. In 2014 it transitioned into Serenity Press and it aims to create opportunities for Australian authors and to work on charity-based projects that make a direct difference to others’ lives.

Here, she highlights her recent awards success, shares her business branding tips and reveals how to balance being a mum of six and a business woman.
“Ausmempreneur is an Australian community of women that supports, elevates and inspires thousands of women to create their own businesses that work around their family life,” Karen tells The Impartial Reporter.

“Winning the award made me look at my business more like a business, not like a heart-centred hobby that it had become and I became braver.”
Karen’s writing career began after her move to Australia with her husband in 2008. She used writing as a means of healing the grief she experienced after a miscarriage. At the same time she set up Serenity Press and is delighted to see her venture grow, with the addition of a business partner, editors and illustrators. Karen will hold a writers’ retreat at Crom Castle from March 8-13, 2017. She is also working on “a really exciting” project, Writing the Dream, which comprises 24 inspiring stories by established and emerging authors.
Mother of Dylan, Eithen, Kiera, Saoirse, Eimear and Mary, Karen dedicated her recent award to her children. 

“My children inspire me every day. In my acceptance speech I dedicated the award to my children because it shows them to follow their dreams and they will achieve great things also, if they so wish,” she says.

“My eldest is 20 and already adventuring the world, I am so proud of him and how well he does taking care of himself in Cornwall.  I am home based, and I will be until all of my children are at school. 
“I also don’t do it all on my own any more. I always knew that Serenity Press would be way bigger than me.  My writing has had to take a back seat for a time but that’s fine as I have to focus wholeheartedly on one thing at a time.”
Her advice to working mothers is “to put the wheels in motion, start building your business. There is so much to learn but don’t exclude your kids, include them as they will learn so much and gain amazing life skills in the process.”

Building your business brand


Karen states: “Building your brand is so important, especially if you want to sell books. Most big name authors spend a lot of time building and promoting their brand to build a rapport with their readers. If you are in business already, you already have an audience so you are a step ahead. Your brand is what people first experience when they interact with you (if you are the actual brand) or your business. Every experience, product, hearsay, interaction or anything that is associated with your brand all has an impact on the empire you are creating. Getting it right at the start can be a big help.”

Design: “It makes a positive more influential impact if your brand design is targeted toward the clientele that you are hoping to attract. If design is not your strong point then investing in this is definitely worth it. Think of it like a book cover, people are more likely to pick up and consider buying your book if they are attracted to it. Appealing to your niche is paramount at this stage. Your logo is important. It is something that benefits from being instantly identifiable and triggers a ‘must have’ emotional endorphin rush in your target consumer.”

Mindfulness: “People don’t always necessarily remember all of the details but they will remember how they feel about certain books, products and services they have acquired. So focus some energy on ensuring that you provide the emotional experience you hope to promote. Every interaction that you have, no matter how small, has the potential to build or damage your brand. So always aim for a best case scenario.”

Give more: “I am a giving person by nature. I have become a publisher because I love to give authors the dream of holding their book in their hands, I guide them through the often daunting process of publishing.”
Inspire: “I have experienced first-hand the potential power words have on helping someone in need to move forward feeling supported and not alone. If you offer a service or product, give that little extra, it may make a big difference.”

Helping others: “Often the work I do out of the goodness of my heart leads to amazing affiliations. Quite often the most amazing things find their way back to me through my act of kindness.”
Integrity: “Be that business people want to be part of, be the success story and defy odds. As you build your brand your business will evolve, your worth will increase and you will be able to grow and bring more people or services on board to help you grow more.”

Plant Seeds: “Inspiration is a gift and when followed by passion wonderful things can grow. Be brave, be innovative and be kind to yourself- it’s going to be hard work.”
Hard work and focus: “People admire others who work hard to achieve goals. Let’s be honest, some people get lucky but building, growing and sustaining a business is hard work and requires a lot of determination and focus.  Nurture those seeds.”

Partnerships: “Partnering and affiliating with other complimentary brands and services is an amazing way to build your brand. When two businesses complement each other, clicking in place like a jigsaw piece, amazing things can happen for everyone involved.”

Treasure your tribe: “Since joining the Ausmumpreneur network my opportunities have ten folded. Often building a business can be quite isolating and, being a mum, quite limiting but in this fabulous community there are no obstacles to achieving everything you want for your business.”