So you’ve written a book—congratulations! That’s huge, and you should be incredibly proud. But now you’re staring at your screen thinking, “Okay… how do I actually get this book into readers’ hands?”
This is the # 1 problem I hear from self-published authors! Don’t worry, I’ve got you covered.
Here’s the thing: marketing your book doesn’t have to be scary, complicated, or make you feel like you’re turning into a used car salesman. At its heart, book marketing is simply about connecting with people who like your writing. Think of it as matchmaking—you’re just helping your book find its perfect readers!
This guide will walk you through everything you need to know, step by step, in plain English. No marketing buzzwords, no complicated strategies you need an MBA to understand. Just practical, proven approaches that actually work for indie authors like you.
Your Email List: Your Marketing Foundation
Other marketing experts will argue with me on putting this point first, and those experts are wrong and are trying to sell you something. Why else would they not want you to build up an audience of customers that you own?
Ha! I’m kidding. Sort of. Not really.
Your email list is your most valuable marketing asset—it’s the one channel you truly own. Unlike social media platforms, where algorithms control who sees your content, email gives you direct access to your readers. Here’s how to make it work for you:
Growing Your List
- Create irresistible lead magnets: free short stories, exclusive chapters, or character guides
- Place sign-up forms strategically across your website
- Include newsletter invitations at the end of your books
Making Your Newsletter Worth Reading
- Share meaningful updates about your writing journey
- Offer exclusive content and sneak peeks
- Mix in book recommendations and writing insights
- Maintain a consistent schedule your readers can count on
Smart List Management
- Welcome new subscribers with automated email sequences
- Group subscribers based on their interests
- Track what content generates the most engagement
I really do think this is the absolute most important part of author marketing. I think this step should come before any paid advertising, social media outreach, book signings, or anything else you might be wanting to do. Because think about it– every book you sell is an opportunity for that person to become your fan for life (to buy your next book). If your current book goes super viral (which I hope it does!) and sells a million copies, that’s one million people whose email addresses you do not have. Give them the opportunity to connect with you!
I believe in this so much, I wrote a whole short guide about it, which I would absolutely love to give you for free. Please go get it!
I would apologize for breaking in here with an obnoxious promo, but since this is free, I am not sorry! Go get it and set up your reader magnet/ email list signup right now and put that link in your book! I have never been more serious about anything, people. Do it now before you sell even one more book!
Building Your Author Platform
I’ve talked so much about author websites on here I’m sick of myself, so I will just reiterate: yes, you need a website, sooner rather than later, and leave you with this list. If you want to go down the whole website rabbit-hole, start here, because that’s where I put all the new posts and info about that subject.
Bare minimum, you’ll want to:
- Secure a professional domain using your author name
- Maintain an engaging blog with regular updates
- Optimize for search engines to improve visibility
Social Media Strategy
- Focus on platforms where your readers actually hang out
- Keep your branding consistent across all channels
- Engage authentically with your audience
Professional Book Packaging and Launch
Making Your Book Look Its Best
- Invest in professional cover design that matches your genre
- Ensure your formatting looks clean and professional
- Write compelling book descriptions that hook readers
Building Pre-Launch Buzz
- Distribute advance review copies strategically (to your email list, which you started building using that free guide I told you about above. Does it make sense now why I’m always on about that?)
- Connect with relevant book influencers (Which you now know through social media because you started connecting with the followers of the authors you found in your competitive analysis)
- Build anticipation through teasers and excerpts
Advertising That Works
DO NOT DO ANY OF THESE THINGS UNTIL YOUR EMAIL LIST SIGNUP IS SET UP PROPERLY. I AM TOTALLY SERIOUS YOU GUYS.
Amazon Advertising
- Start small and test different approaches
- Monitor your results closely
- Scale what works, cut what doesn’t
Social Media Advertising
- Target readers based on similar authors they love
- Test different ad formats and messages
- Track your return on investment
BookBub Campaigns
- Target followers of comparable authors
- Monitor performance metrics closely
- Adjust your strategy based on results
Building Reader Relationships
Community Engagement
- Maintain an active Goodreads presence
- Participate meaningfully in reader groups
- Share genuine insights and recommendations
Influencer Partnerships
- Follow submission guidelines carefully
- Make reviewers’ lives easier with complete press kits
- Build long-term relationships
Events and Collaborations
Virtual Events
- Host engaging online launch parties
- Team up with other authors for joint events
- Make events interactive and memorable
Cross-Promotion
- Exchange newsletter mentions with other authors
- Participate in multi-author promotions
- Join forces for special events or anthologies
Smart Pricing Strategies
Strategic Discounts
- Use promotional services to amplify your sales
- Consider making the first book in your series free
- Time your promotions for maximum impact
Value Bundles
- Create attractive box sets
- Offer special deals for loyal readers
- Use bundles to introduce new readers to your work
Measuring Success
Track Everything
- Monitor your sales patterns
- Analyze your series read-through rates
- Keep an eye on email engagement metrics
Never Stop Learning
- Stay current with industry trends
- Connect with other authors
- Test new marketing approaches
The Big Picture
Marketing success comes from building strong relationships with your readers. Your email list serves as the foundation, while your platform, promotional activities, and reader engagement efforts work together to create a sustainable author business. Focus on what works for you and your readers, and don’t be afraid to adjust your strategy as you learn what resonates with your audience.
Remember: The most successful marketing doesn’t feel like marketing at all—it feels like connecting with readers who love the same kinds of stories you do.
