Hello, my pretties!
After all the work we’ve done to plan a pen name, write and edit a novel, and prepare to publish it, let's talk about the part of publishing a book that makes many authors break into a cold sweat more than any other: marketing.
I understand the resistance. You became a writer to tell stories, not to sell them. The thought of promoting yourself feels uncomfortable, possibly even distasteful. You just want to write books and have readers magically appear.
I wish that worked. It doesn't.
Here's what I want you to understand: Marketing is not about being pushy or sales-y. It's about helping the right readers find your book. You're doing readers a favor by making your work visible to people who will enjoy it.
Reframe marketing as connection, and it becomes much less terrifying.
The Foundation
Before we discuss any marketing tactics, let me share the most important truth I've learned: The best marketing is writing more books.
A single book is hard to market sustainably. You have one product, one entry point, one chance to hook a reader. The economics rarely work.
Multiple books change that. A reader who loves the first book they pick up has somewhere to go after it’s finished. Your advertising costs are spread across more potential purchases. Your backlist earns while you write your next book.
This doesn't mean marketing a first book is pointless. It means keeping perspective. The goal of launching book 1 is not retirement-level income. It's building a foundation for your business, so you can sell more books in the future.
Organic Marketing
When authors discuss marketing tactics, they often sort strategies into one of two categories: organic and paid.
Organic marketing means building visibility without paid advertising. This can refer to social media, your newsletter, or word of mouth.
Your newsletter is your most valuable asset. Unlike social media, you own your email list and all the data that comes with it. Build it steadily, offer value, and nurture relationships with readers.
Social media can help, too, but choose platforms wisely. You don't need to be everywhere. Pick one platform where your readers spend time, and show up consistently. Authenticity matters more than frequency.
Reader engagement creates word of mouth. Respond to comments. Thank reviewers. Be a real person, not a promotional machine. Readers who feel connected to you become advocates.
Genre community involvement also expands your network. Participate in reader groups. Support other authors. Build genuine relationships rather than transactional ones.
These activities don't cost money, but they do cost time. Keep this in mind, and make sure you’re balancing your organic marketing with the other work you put into your author business. Protect your writing time first, and fit marketing around it—you can’t sell books if you don’t give yourself time to write them.
Paid Advertising
Paid advertising becomes relevant once you have certain foundations in place.
- You need a professional cover that signals your genre accurately. Ads send traffic to your book page, but if readers arrive and see an amateur cover, they’ll leave without buying.
Pro Tip: I wrote about what to consider when designing your book cover and the role it can play in helping to sell your book earlier in this series. Read that article here: https://indieauthormagazine.com/author-inklings-well-made-covers-create-your-books-first-impression.
- You need reviews. Readers are hesitant to be the first person to try something new. Social proof matters, and sending out ARCs before your book’s release and reminding your beta readers or newsletter followers to review your books can help provide that proof. Be wary of asking friends and family who don’t read in your genre to leave reviews, however—their unrelated “also-bought” recommendations may play havoc with your sales platform’s algorithms. Many authors suggest aiming for at least ten to fifteen reviews before investing heavily in ads.
- You need a backlist, or at least a plan for one. Running ads to a single book often doesn't make financial sense because you can only earn from one purchase. With multiple books, one ad can funnel readers into a series of books, which increases the return on your ad spend.
- You need realistic expectations. Advertising is not a magic button. It's a skill that takes time to learn and money to test. Most authors lose money on ads before they figure out what works.
If you don't have these foundations yet, focus on building them rather than rushing into paid advertising. Organic marketing is still a solid strategy for new authors, and it can help you grow your audience in the meantime.
The Long Game
Marketing is not a launch-day sprint. It's a career-long marathon.
Some authors spend huge amounts on their first launch, burn out, and give up. Others build slowly, learning as they go, and create sustainable careers.
The sustainable approach always wins.
Give yourself permission to start small. Learn one marketing skill at a time. Make mistakes cheaply while the stakes are low. Build systems that don't require heroic effort.
I’m all for setting compelling goals, but we need to be realistic. Your goal is not going viral with book 1. Your goal is still being here, still writing, and still growing your readership five years from now.
Reflection Exercise
As you develop your book’s marketing plan, consider how you’d answer the following questions in order to decide which strategies will work best for where you are now.
- What aspects of marketing feel most uncomfortable to me, and why?
- What organic marketing activities might fit my personality and schedule?
- Do I have the foundations in place for paid advertising?
- What would sustainable, non-overwhelming marketing look like for me?
Reality Check-In
Launch day is two weeks away. I'm feeling a strange mix of excitement and terror.
The marketing I've focused on has been organic and manageable. I’ve been building my small newsletter, connecting with Romance readers on Instagram, and participating in a few online book groups without being promotional.
I've resisted the urge to throw money at Facebook ads before I'm ready. My Cozy Mystery experience taught me that premature advertising mostly teaches expensive lessons. I'll experiment with paid ads once I have reviews and, ideally, book 2 on the horizon, if not published.
For now, my launch strategy is modest. Email my subscribers. Post on social media. Hope my ARC readers leave reviews. I’m trusting that this is the beginning of something, not the culmination.
The book exists. It's going into the world. Whatever happens next, that's already an accomplishment.
Happy writing,
Susan
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