So, I got into a heated debate with an author in a Facebook group the other day, and I thought I would share both the debate and my opinion on it here for your edification. Here’s what happened (in brief, because the debate was on Facebook and went on for HOURS):
One author says “what is the best place for me to make a website?”
Another author jumps on and says: “I made mine out of Weebly and I love it.”
This is where I have to stop the presses and emphatically argue against using a platform like Wix or Weebly, simply because I want authors to OWN THEIR OWN WEBSITES and not be platform-dependent. It has been my professional experience that building a site on a free platform like this (even if you are paying for the domain) almost always ends up in frustration and tears for the author.
Here’s the thing: I have THOUSANDS of hours of experience with this very subject, so I actually do think my opinion is really valuable here. The debate ended up devolving into a “who is more right?” argument so I conceded just based on the subjectivity of opinion.
At any rate, I thought I would take this moment to express my opinion again to you, fellow author. Yes, it is true that some website is better than no website, but I have personally seen free platforms eat entire author websites, and I don’t want that to happen to you.
As plain and simple as I can make it, here is my opinion. I think you should have your own website, that is hosted on hosting that you pay for, and that the design should belong to you if you should ever want to switch hosting. I think you should be able to easily implement updates and changes to your website (like blog posts and minor updates, like to your author bio). I think you should be able to implement new features like email signup, giveaways, polls, and widgets with your book in them, and I think that all-in-one platforms like Wix and Weebly will start holding you back right around the time when you are motivated to grow your website and your platform (and therefore your audience/ following).
Also, I haven’t even begun to elaborate on my real-life experiences with these all-in-one platforms and SEO, which I find to be mutually exclusive. I have, more than once, had to sit a business owner or an author and tell them “Because you are using one of these all in one platforms, you are not ranking for YOUR OWN NAME in Google.” This often prompts an expensive redesign, but at least at that point the business (or the author) can start to grow, since they are no longer within the confines of all that extraneous design code. Again, my opinion, but backed up by hundreds (if not thousands) of hours of real-life experience. In fact, as recently as DECEMBER, my company converted an orthodontist’s website from Weebly over to WordPress, and without exaggeration, within ONE WEEK it had multiple first page Google rankings and the business started getting phone calls. That is not an isolated experience, nor is it a coincidence. Yes, I even have this issue with the paid version of Weebly. I’m sorry to people who love Weebly, but the “all-inclusive design” element really does slow everything down.
And with that, I will step off of my soapbox and let you go and build your author platform. If you are at a complete loss about where to start, I have a whole course on How to Make a Website.
You guys! Some time ago, I interviewed my friend Amber Sweeney from the awesome book blog “Me, My Shelf and I.” I was positive I put the interview up, but now I’m not so sure (and I can’t find it anywhere in the archive), so I’m posting it today. It has so much good insight, I really want everyone to see it. So, before you submit to a single book blog, be sure to read this entire interview. Amber lays down the law, people!
Why did you become a book blogger?
In all honestly, it wasn’t an intentional choice. I literally fell into it. When I started I had no idea that the community was so large, that authors were accessible and “real people”, and I certainly had no idea what an ARC was. Once I found everyone my focus was learning the ropes and having a solid blog that gave honest reviews and having fun along the way. After several months, I knew there was no turning back for me. Book Blogger For-Evah!
What do you love about being a book blogger?
I have made some perfectly amazing friends, both bloggers and authors alike. If you had told me, before I started all this, that I would have So-and-So’s phone number (and actually use it for random chats and such) or I’d be sharing a meal with an extremely popular YA author, I would have said you were full of shit.
The bloggers I have met, man I can’t even tell you how much I love them all. It’s so great to not just have a few friends that have the same interests as me, but to have a whole army of them!
Also, I can’t lie– the books are a major bonus. Not just the free ones, though they are a fun treat. The books I know about now because of blogging. The authors I have learned about and the things I have read that I would have otherwise not picked up make up more than half of my Read List. My reading horizon was broadened and that is NEVER a bad thing!
What do you hate about being a book blogger?
Well HATE is a strong word. I prefer, dislike, loathe or makes-me-angry-enough-to-claw-though-my-computer-and-shake-the-sense-into-people. That’s just me though. Every community, (dare I say job?) has good days and bad days, and the blogging community is no exception. Some of the things that I really loathe about blogging are:
1.Author on Blogger Hate (in this case, the use of a strong word like ‘hate’, works perfectly) Examples: Snapping at a reviewer who gave a bad review. Guess what? Not everyone is going to like your book, it happens. Move on and focus on the good ones. And P.S., your reaction makes you look like spoiled toddler and will actually lose you more readers than that review you got all pissy about! Kay, kay?
2.Blogger on Blogger Hate Examples: Helping to attack another reviewer who wrote a bad review on a book they happened to like. Hey, High School called they want their drama back. Or fighting over, or verbally attacking others online after things like BEA and ALA They got more books than me. Waaaaaah!!!! Really, you can’t read 257 books in a year…so chill out. And if you want them only for giveaways….uh…if you can’t afford giveaways…don’t do them. Seems like common sense. Right? You see, the publishers and authors out there are not there to keep your blog running. If you can’t run it without the books they sometimes give out, then your blog doesn’t have much of a future and chances are you’re in this for the wrong reasons. Truth hurts.
3.Blogger on Author Hate Example: I once watched a blogger have a full blown temper tantrum and attack an author ON TWITTER…publically lashing out at them. WhaDafaq? The blogger apparently did something for the author, what I gathered was she had Author on her blog for an interview. This interview was asked for by the blogger, and at the time looking at her blog, it was new and small and thus the author was really doing the blogger a favor, as author was fairly popular. Well ARC time came around and blogger didn’t get one. She proceeded to spew cliché teenaged guilt ridden comments “Fine I guess I’m just not good enough” whilst tagging the author in them, thinking she was being clever about it.
Then when author responded, in a polite way this started the:“Why didn’t I get one?! I helped you!? You owe me!?” lines. Sigh. One thing the blogger hadn’t processed was she wasn’t in the US and just FYI here kiddos – if you’re not in the US, opportunities for ARCs decrease significantly. It’s not discrimination; it’s expensive as hell shipping. And oh, when your blog has 14 followers, is a hot mess with crap all over and no structure or flow and you post once a month…guess what princess…you’re not going to be the top of an authors list to promote their book. Facts of life.
LASTLY – Authors get like 8 copies of their ARCs…..so think about this….She wants to keep one, maybe give one to her proud mommy…then have a few small giveaways for her benefit…NEVER ASK AN AUTHOR FOR AN ARC! That’s not what the copies they get are for. If you have not yet sorted out and secured contacts with publishers, chances are you’re not yet ready to be getting them any way.
4. Bloggers who are in this simply because they want free books and/or ARCs Read: having a blog does not mean that you are entitled to free books and/or ARCS. They are both GIFTS and are to be respected. Don’t hoard them. Don’t hog them. Don’t take them if you don’t think you can actually read them and for the LOVE OF GOD: DON’T EFFIN SELL THEM!
In all honesty if I have to see one more new blogger pop up asking how they can get free books, where to e-mail, and complain they don’t get them….I will scream so loud that God himself will have to cover his ears from the pain of the frequency.
5.What is the stupidest thing an author has ever done to try to get you to review a book?
A few months back a series of e-mails were going out to bloggers all around the world. (I learned this from chatting with other bloggers after it happened) The subject line was something like “Thanks for joining our tour! Your post is enclosed”.
Panicked I missed something I scoured my calendar, my e-mails, I googled and goodreads-ed and still this book didn’t seem familiar to me. I e-mailed back, dreading having to say “Um I totally spaced out like an effin idiot and haven’t the slightest clue what you are talking about…” Don’t worry, I spiffed that up a bit before sending it off.
Turns out I HADN’T missed anything. It was a ploy by the author to generate responses. Her response back to my confused note filled with apologies was loaded with LOL’s and sentences in quotes like this: Thanks so much for “joining our tour”
My initial reaction, which I had to hold back, was to yell at her and demand to know why she thought that was a suitable way to get her book on my blog. I wasted an hour hunting down info on a make believe tour for crying out loud!! Instead I told her I couldn’t join and let it go. All was fine and great until 2 more like this arrived from other authors over the next few weeks and they DID hear my roar. I told them that this was a horrible way to go about things and that because I don’t like being lied to off the bat I will not be reviewing this or any of their novels in the future.
True or False: A lot of the book proposals you receive about vampire books?
Sweet Jesus yes! TRUE. I would have to say that at least half of what we get asked to review is vampire related. I think that a lot of them are probably really good, but the market is over saturated with them and if I tool them all it would primarily be a vampire blog. I like vampires, I do but just not that many of them.
Email marketing is one of the most valuable tools for authors to connect directly with their readers, build a loyal following, and drive book sales. Yet, many writers avoid it, often citing reasons that turn out to be common myths. Whether you’re worried about being too technical, not having enough to say, or thinking email is outdated, these misconceptions can hold you back from unlocking the full potential of this powerful platform. In this article, we’ll debunk 19 myths about email marketing and show you the reality behind each one.
If you’re an author who’s been putting off starting an email list, you’re not alone. Many writers come up with reasons why email marketing isn’t for them. But these reasons often turn out to be myths that hold them back from connecting with their readers and growing their audience. Let’s explore 19 common myths about email marketing and the reality behind them.
Myth 1: “I don’t read email, so why would my readers?”
Reality:
Just because you don’t read emails doesn’t mean others don’t. Email marketing remains one of the most effective channels for reaching audiences, with a ROI of $36 for every $1 spent. Many readers check their email daily, and having direct access to their inbox ensures they see your updates, unlike social media posts that can get buried in algorithms.
Myth 2: “Email marketing is dead.”
Reality:
This myth has been debunked countless times. Email marketing is far from dead; it’s thriving. Platforms like Facebook or Instagram can disappear, change their rules, or throttle your reach overnight. Your email list is a direct line of communication you own, making it invaluable for building long-term relationships with your audience.
Myth 3: “I don’t have anything to say to my readers.”
Reality:
If they love your writing, they want to hear from you. Updates can include:
Sneak peeks of your next book.
Behind-the-scenes stories or your writing process.
Personal anecdotes or inspiration.
Your readers are signing up because they want a connection with you—sharing even small updates strengthens that relationship. You want people to root for you when you publish your next book! You need to make those connections!
Myth 4: “No one is going to sign up anyway.”
Reality:
You don’t need thousands of people to start; even a small, engaged list can be powerful. Think about it: if just 100 loyal readers buy your next book at $10 each, that’s $1,000 in sales. As you write more and promote more, your list will naturally grow. Everyone starts small!
Myth 5: “It’s too technical.”
Reality:
Email marketing platforms like MailerLite, EmailOctopus, and Aweber make the process easy, even for beginners. Step-by-step tutorials are everywhere, and many platforms offer drag-and-drop editors and simple automation. If you’re overwhelmed, start small with a basic sign-up form and one welcome email. If you thought I was going to say MailChimp, please go read my rant about why I quit them and why you should not use them. Sorry MailChimp!
Myth 6: “I’ll get around to it later.”
Reality:
Every day you wait is a day you miss potential subscribers. It’s much harder to grow a list after your book launches because you’ve missed the momentum. Starting now allows you to build a solid audience, so when you’re ready to promote, you’re not shouting into the void.
Myth 7: “Social media is enough to connect with readers.”
Reality:
Social media platforms are rented space, not owned. Algorithms change, platforms can shut down, and your posts may only reach a small fraction of your followers. An email list is yours to control, ensuring your messages reach your audience directly without interference.
Myth 8: “I don’t want to bother people with emails.”
Reality:
If people sign up, it’s because they want to hear from you. The key is to provide value—updates, exclusives, and content they can’t get elsewhere. When done right, email marketing feels like a personal conversation, not spam.
Myth 9: “I’m too busy writing to focus on email marketing.”
Reality:
Email marketing doesn’t need to consume your time. Start with just a simple landing page and a short, automated sequence to welcome new subscribers. Once set up, these systems run on autopilot. Spending an hour a week on email marketing can dramatically improve your reach and sales.
Myth 10: “I don’t know how to get people to sign up.”
Reality:
The easiest way is to offer something valuable:
A free short story or novella.
A character profile or world-building notes.
Early access to chapters or bonus material
Make it irresistible, and people will gladly subscribe. If you are truly stumped about what to give out as a reader magnet, can I once again recommend Tammi Labreque’s “Newsletter Ninja” series? Tammi has forgotten more about email marketing and reader magnets than I have ever known.
Myth 11: “I don’t want to pay for email marketing software.”
Reality:
Most platforms offer free plans for small lists, typically up to 1,000 subscribers. By the time you need to upgrade, your email list should be generating enough sales to cover the cost.
Myth 12: “I don’t think email will help sell books.”
Reality:
Studies show that subscribers are 4x more likely to buy than followers on social media. Email allows you to build relationships, offer pre-orders, and promote new releases directly to an engaged audience that’s ready to support you.
Myth 13: “I don’t have enough readers yet to justify an email list.”
Reality:
The best time to start an email list is before you think you need it. Even a handful of readers can be a foundation to grow from. As you release more books, your list will scale, becoming one of your most valuable assets.
Myth 14: “I don’t know how to write emails.”
Reality:
If you can write a book, you can write an email! Keep it conversational and authentic. Imagine you’re writing to a friend who loves your work. You don’t need to be formal or perfect—just be yourself.
Myth 15: “I don’t want to sound salesy.”
Reality:
Your email list is about building relationships, not just selling. Share stories, insights, or exclusive behind-the-scenes content. By engaging your readers in a genuine way, they’ll look forward to your emails. When you do have something to promote, it feels natural, not pushy.
Myth 16: “It’s embarrassing to have a small list.”
Reality:
Everyone starts somewhere. Even authors with massive followings began with one subscriber. The size of your list doesn’t matter as much as the quality of your audience. A small, engaged group of readers who love your work is far better than thousands of uninterested subscribers.
Myth 17: “I don’t want to manage unsubscribes or deal with complaints.”
Reality:
Email marketing platforms handle unsubscribes for you automatically—there’s nothing to manage. Complaints are rare if you’re sending relevant and valuable content. And if someone doesn’t want to hear from you, that’s okay! Focus on the people who do.
Myth 18: “I’ll build an email list when I’ve published more books.”
Reality:
Waiting until you’ve published multiple books means missing out on connecting with early fans who could help build your momentum. Start now, even if you only have one book (or none). Use the list to build excitement for future projects.
Myth 19: “I’m not sure if my genre needs an email list.”
Reality:
Every genre benefits from email marketing. Romance readers love sneak peeks and updates. Fantasy readers want world-building extras. Mystery readers enjoy solving puzzles or getting exclusive clues. No matter your genre, there’s a way to engage readers who crave more of what you create.
As promised, here at BookPromotion.com we are constantly experimenting on our own work and reporting the results back to you. I like to think of this as “trying and failing/ succeeding so you don’t have to.”
As you probably know, Amazon (through their Kindle Direct/ KDP program) wants you to keep the pricing of your eBooks within the $2.99 – $9.99 zone. They do this by penalizing you (in terms of royalty percentage) when you go over or under this window. For instance, you make 70% royalty (in most countries) on a book in the $2.99 – $9.99 price range, but drop below or above this range, and you’ll only get a 35% royalty. Ouch! You don’t have to be able to do algebra in your head to figure out that you’re going to have to sell a huge amount of books at $.99/ apiece to make up for that lost percentage. So, while you might want to keep your book’s prices low to entice your customers, doing so might cost you (literally).
Here are some thoughts on the low/ high ends of the book pricing argument. Of course (of course!) you’ll first want to do a thorough competitive analysis to determine the average pricing for your genre/ niche/ type of book you are selling. The competitive analysis might answer your question about pricing, but if it does not, here are some guidelines:
— Free: Amazon will let you do this for five out of every ninety days if you’re enrolled in their KDP Select program. Our suggestion is that you use these five free days to get as many downloads and reviews as possible. This can be a good strategy for authors trying to build their mailing lists (of course, you’d need a link for email signup in the front or back matter of the book), and can get you some sales in the “post free” lift period that occurs immediately after your book is free. We have been noticing lately that Amazon is cracking down on this “lift” period, however, so don’t count on this being a huge number. If you’re wondering about the “permafree” strategy that some authors employ, there is more information on that right here.
— $0.99 – $1.99: With pricing in this zone, you’re only getting the 35% royalty, so you need to make sure you’re doing a larger volume of copies at these prices. It is true that some books will only sell at this price, and at that point, you should be trying your best to get the reader to perform a secondary action (like signing up for your mailing list or buying another book). Amazon does not want you to use this pricing model, so make sure it is worth your while if you have to take that pay cut.
— $2.99 – $9.99: This is Amazon’s “sweet spot” for self-publishers, and if you stay within it, they will reward you with a 70% royalty. That is awesome, especially if your market research shows that your book can sustain this pricing.
Over $9.99: This is not pricing I would recommend for self publishers (in fact, I even advise large publishers against this, and some of them are starting to listen to me). Amazon’s user base of readers gets savvier every day; if your Kindle book is priced at $19.99, this not only makes you look like you don’t know the eBook market and are clinging on to legacy hardcover pricing, you also are almost daring someone to buy the book at that price and then leave it a scathing one-star review over quality/ pricing. I have seen this happen more than once, so please consider this a warning. Also, remember that big publishers have totally different deals with retailers, so you don’t know what they are getting paid on a book priced at $14.99 for the eBook version.
Here is some excellent wisdom on pricing experimentation from author Dave Hendricks:
I start each new book at 99¢. After I’ve gotten at least 10 reviews I raise the price to $2.99 to get 70% royalties. After that, I raise the price by $1 every 2-4 weeks. The longer testing period is necessary if my sales fluctuate a lot. When the weekly royalties stop rising, I stop raising the prices. Or I stop at $9.87, whichever comes first. Do not judge your price point by the NUMBER of sales, but by the profit you make.
Finally, I will show you this chart (that Dave also told me about), from Smashwords:
Chart credit: Smashwords all the way!
Here’s what Dave concluded from the chart: SmashWords did research that revealed that, in general, price points between $3 and $3.99 were the most profitable for most authors. Prices between $6 and $6.99 were the second most profitable, followed closely by price points between $4 and $4.99. But that’s a generalization. Every book and topic is different, so experiment to find out your own most profitable price point.
The bottom line: you should be conducting market research on your book / topic/ genre regularly to see what the market will tolerate in terms of pricing your particular book. If you want to read more about Amazon’s pricing, here is a link.
And with that, I will leave you to consider the all-important questions: is your book priced appropriately? Is the price of your book holding it back? Should you try changing your book’s price today?
Here is a step by step guide, in case you were needing that:
How to Price Your eBooks
Pricing your eBooks can feel like a daunting task. Set the price too high, and readers may pass on your work. Set it too low, and you may undervalue your effort or miss out on potential earnings. Here are some strategies and considerations to help you determine the best price for your eBook.
1. Understand Your Market
Before setting a price, research your genre and audience. Take a look at successful eBooks in your category and note their pricing. For example:
Romance novels often range from $0.99 to $4.99.
Business and self-help eBooks may command higher prices, typically between $7.99 and $19.99.
Consider your target audience’s willingness to pay. Readers looking for entertainment might be price-sensitive, while those seeking professional advice might be willing to invest more.
2. Consider Your Goals
Your pricing strategy should align with your objectives. Are you looking to:
Maximize Sales? Lower prices (e.g., $0.99 or $1.99) can attract more buyers and help you gain visibility.
Establish Authority? Higher prices (e.g., $9.99 or more) can position your eBook as premium content, particularly in niches like business or education.
Encourage Reviews? Offering your eBook at a discounted price or even free for a limited time can help you gather reviews and build momentum.
3. Leverage Price Psychology
Price endings can influence buying decisions. For instance, $2.99 feels significantly cheaper than $3.00 to many buyers. Experiment with popular price points like $0.99, $2.99, $4.99, or $9.99.
4. Test and Adjust
Pricing isn’t static. You can:
Run promotions to test how different price points affect sales.
Use tools like Amazon’s KDP Select Countdown Deals to temporarily reduce your price while retaining a higher royalty rate.
Analyze sales data and adjust your pricing based on performance.
5. Factor in Royalties
On platforms like Amazon Kindle Direct Publishing (KDP), your royalty rate depends on your price:
Prices between $2.99 and $9.99 typically qualify for a 70% royalty.
Prices outside this range usually earn a 35% royalty.
Calculate your potential earnings at different price points to find a sweet spot that balances volume and profit.
6. Offer Multiple Editions
You can cater to different segments of your audience by offering various editions of your eBook:
A basic edition at a lower price.
A premium edition with bonus content, such as additional chapters or resources, at a higher price.
7. Monitor Competitor Pricing
Keep an eye on trends in your genre. If competitors lower their prices or introduce new offerings, you may need to adjust accordingly to stay competitive.
8. Don’t Be Afraid to Experiment
Pricing is not a one-size-fits-all strategy. Experiment with pricing tiers, seasonal discounts, and limited-time offers to find what resonates best with your audience.
Conclusion
Setting the right price for your eBook requires research, experimentation, and a clear understanding of your goals. By considering your audience, monitoring trends, and remaining flexible, you can develop a pricing strategy that maximizes your eBook’s success.
We received several requests from authors to summarize digital services and/ or point you toward decent tutorials for doing so. I’m in the process of developing a series just like that, and today we’ll start with KDP (Kindle Direct Publishing), which is Amazon’s popular self-publishing platform.
I always tell authors to start with KDP for several reasons. For one, Amazon gives you the most control over your book (in my opinion) in terms of categorization, keywording, and giveaways, and I like that they give you immediate access to your sales. I know, publishers have relationships with booksellers so they don’t want to use only one distribution channel, but for first time self publishers, I do think it’s a good place to start, and a good proving ground for books to get used to doing giveaways, getting publicity, getting reviews, and generally getting your feet wet in the business of selling books.
The first thing you’ll need in the KDP process is an account. Amazon makes this super-easy, and they have probably already set one up for you if you’re an Amazon customer. Just go over to http://kdp.amazon.com, verify your account, and you’ll be ready to go.
Next, you obviously need to get your book into digital form. Whether that means digging up the old Word file of the final draft or having someone re-type the original hardcover / paperback edition (this also assumes you hold the electronic rights), there really is no failsafe way to just “scan the book into the internet” as several authors have asked me, so I would say my best advice there is: find the Word file or get to typing. This is also a job an assistant or outsourced worker could do.
Once you have the file in digital form, you will need to publish it through the KDP system. Amazon has not one, but two free books about this that I think you should download and start reading.
In case you’re the kind of learner (like I am) who would rather just see someone walk you through something, I will say that I have watch A LOT of Kindle tutorial videos, and the best tutorial I’ve ever seen on the whole process of Kindle Publishing was made by Jim Kukral from Author Marketing Club, which I totally think you should join if you are an author trying to get books out there. Jim does an awesome job with his training seminars, he’s always making innovative tools to help people sell more books, and he’s generally a great guy, so I think you should go over there and sign up for the AMC right now (either the free version, or the Premium Version, which I belong to myself and which I think is actually underpriced at the annual rate). Once you’re in there, you just go to “Video Tutorials,” where you will find enough information to make your head fall off. The videos are available in the free version, just in case you’re wondering.
Personally, I did my first Kindle book with very little in the way of instruction, preferring the “trial and error” method, and therefore, it took about 100 times longer than it should have. I found the whole thing easy until I got to the actual uploading of the cover and the book file itself, and that is where I would recommend you have a guide or a tutorial in place.
Once you’re done publishing your book, you will need to send a request to Amazon to have the Kindle version “joined” with the paper version (if that doesn’t happen naturally). You might also want to pick up a copy of the book “Making a Killing on Kindle,” which is a solid strategy book, or our book “How to Market a Book,” which covers getting your author platform in order and starting to reach out to bloggers and on social media to get your book some coverage.
This can all sound overwhelming, and that is totally understandable. Having a digital version is definitely something that you’re going to need going forward, though, so it’s good to start working on that process sooner rather than later.
If you are looking for a great way to promote your book for free, get involved in the social networks. And we mean INVOLVED, don’t just sign up for an account and leave it at that. They are a free way to connect others with you and your book and there’s a ton of them out there. As a general rule, if you are wondering which social networks you should use to create an online presence for yourself, the answer is: use them all. Just recognize that how you use the medium and the way you communicate with others may vary from site to site and be prepared and organized so you can stay on top of them. To get started, make a list of all the online sites you are currently a member of – and not just Facebook, Twitter, LinkedIn, etc., it could be a blog, your own website, or a forum where you have a profile and link. Then sign up for some new ones to increase your online presence.
If you don’t have a book yet, there has never been a better time to self publish and get your work out there.
If you want to self publish a book and want exceptional service, visit www.lulu.com to learn more about what they can do for you.
A few weeks ago I read Turning Pro by Steven Pressfield, who also happens to be my new BFF who I had the pleasure of having breakfast with last week (more on that later, believe me). One of the things I like most about this book is that Pressfield doesn’t soft-pedal his advice at all: basically, he’s the honeybadger of writing coaches: Ohh, are you whining about how you have writer’s block and how ‘the muse’ hasn’t visited you lately? Much like the honeybadger, Steven Pressfield doesn’t give a f%^k. He wants you to get off that couch and get your writing done. He wants you to take yourself seriously as a writer/ artist, and I agree. In fact, I will take it one step further and say that I think you should take yourself seriously as a writer, write a book (or five), then get serious about yourself as a business-person and start getting yourself out there in a big way. To me, “Turning Pro” is a swift kick in the ass for people who are making excuses and waiting for someone (like an agent or a publisher) to give them permission to keep writing.
This really resonates with me because, come hell or high water, I write and I get my stuff out there. I work hard, I am generous with advice, and I will always help someone in need (case in point, almost every day I get requests from writers/ creative types to tell them what to do to fix their websites, or to sell more books, or to get more people to their websites (this is always contextual, but I try to always answer the questions to the best of my ability).
Pressfield has a great passage in this book about WWI soldiers shooting themselves in the foot when it came time to go to battle, because the pain of shooting yourself is (mentally, at least) less painful than having to go and fight whatever might be over that next hill. Here’s an excerpt:
“The habits and addictions of the amateur are conscious or unconscious self-inflicted wounds. Their payoff is incapacity. When we take our M1903 Springfield and blow a hole in our foot, we no longer have to face the real fight of our lives, which is to become who we are and to realize our destiny and calling.”
I totally agree, and I will say as a witness, this kind of shooting yourself in the foot doesn’t end even when you have finally turned pro, become a writer, and finished your book. It is AMAZING to me, and I mean AMAZING at how little of my advice people actually follow (and I am including advice that they seek me out and pay for), and how little authors/ creative types are willing to actively engage in their own success, whether this means putting themselves on a regular writing schedule, or fixing broken links on their website, or even taking a single first step toward putting their digital profile in order (or, as I would call it “Turning Pro 2.0,” in which I tell you: You’ve written a book (or five)? Good for you. Now you need to pull your website together, get on social media, and let people know about your work.) That is how book marketing works in the brave new world of the internet: no one will know about you unless you tell them, but if you spend too much time telling them, then you are not doing the work.
So, in short, I totally think you should read this book, and then get back to work on yourbook, then read my book, set up a website and start marketing that book. Pull it together! No one’s going to take you seriously until you do that yourself.
Seriously. Pull it together. Read it, live it, and then read my book, out there and turn pro with your marketing, because (as my BFF Steven Pressfield and I can both attest), that writing career isn’t going to make itself.
Oh, and while you’re at it, I totally think you should watch this hilarious interview that Steve did with Chris Brogan.
If you’re looking to boost the visibility of your book and win new readers, Amazon’s advertising platform is a powerful place to do it. Yes to paid advertising all day long! Sponsored Product Ads, in particular, can help you stand out in a crowded market and reach potential buyers who are actively browsing or searching for books. Below is a straightforward, step-by-step guide to get you started.
However (and this is a big however!), I bet you’re not ready to run ads, and I would love to save you some money by making sure you (and your book) are totally ready before you spend one penny on ads.
Step 1: Prepare Your Author Platform
Before you invest in ads, make sure there’s a way for new readers to stay connected with you—beyond just a single purchase. That’s where your author platform comes into play.
Create or Update Your Website
Even a simple site that showcases your books, your bio, and an email signup form helps establish credibility. Include links to your social media pages, plus an easy way for readers to contact you.
Offer a Reader Magnet
Provide a free short story, a bonus chapter, or any other special content in exchange for readers’ email addresses. This way, when ads drive traffic to your Amazon book page, you can also direct people to your site to join your email list.
Stay Active on Key Social Channels
It’s better to focus on one or two platforms (e.g., Facebook, Instagram) rather than trying to be everywhere. Regular updates and interactions show potential readers you’re an engaged, authentic author and will give them a chance to follow and engage with you that you don’t have to keep paying for (and also, hopefully, get them to sign up for your email list).
An established platform doesn’t just build trust with potential readers—it also means you won’t be depending on ads alone to maintain contact with your audience. Once someone discovers you through an ad, you have a place to invite them where they can become long-term fans.
I’m so serious right now– do NOT PROCEED TO THE NEXT STEP UNTIL THIS IS DONE. Do not spend one penny on advertising, marketing, or book promotion of any kind until you have these things set up. If you do, you are basically pumping money through your book, not building your career and your business as an actual author.If you don’t have a link inside your book to a reader magnet where people can sign up for your email list, you are not ready to run paid ads. Stop right here and set all of that up!!
Step 2: Prepare Your Book Listing
A good ad can only do so much if your product page isn’t ready to convert visitors into buyers. Treat your listing like a mini sales page.
Book Cover
Make sure it looks professional and matches the style typical of your genre. Think of your cover as a billboard that has just a few seconds to capture attention.
Competitive Analysis
Look at other top-selling books in your genre. Pay special attention to their cover design, book descriptions, pricing, and keywords. Ask yourself what makes your book different or more appealing. Incorporate these insights into your own listing strategy.
Description
Write a concise, compelling blurb that hooks readers right away. If it’s too long or unorganized, visitors may lose interest. Use Amazon-allowed HTML (bold, italics, bullet points) to make it more scannable.
Keywords & Categories
Fill in relevant, accurate keywords so Amazon knows when and where to display your book. Double-check you’re in the best categories to reach your ideal readers.
Reviews
While not strictly required to start advertising, having some positive reviews can dramatically increase your conversion rate once people click on your ad.
Step 3: Access Amazon Advertising
Log in to KDP: Go to your KDP Bookshelf at kdp.amazon.com and sign in.
Select a Book: Find the title you want to promote and click “Promote and Advertise.”
Open Amazon Advertising: You’ll land in the Amazon Advertising dashboard, where you can create and manage campaigns. If it’s your first time, Amazon may provide a quick tutorial.
Step 4: Choose Your Campaign Type
Sponsored Products are the most common and beginner-friendly option for authors:
Reach Readers in Search: Your ad can appear in search results for relevant keywords.
Feature Your Book Cover: Readers see your cover, title, and a short text snippet, which is very direct and clickable.
Click “Create campaign” and select “Sponsored Products.”
Step 5: Decide on Targeting
Amazon offers two main targeting methods for Sponsored Products:
Automatic Targeting
Amazon uses your book’s metadata—title, subtitle, categories, and keywords—to decide who sees your ad. This option is quick to set up and great for gathering data on which search terms convert.
Manual Targeting
You choose specific keywords or ASINs (competing or complementary books). This approach provides more control but requires keyword research.
Many authors begin with an auto campaign to discover which keywords work best, then launch a manual campaign focusing on the strongest keywords or ASINs.
Step 6: Set Your Budget and Bids
Daily Budget
Decide how much you’re willing to spend each day (e.g., $5 to $10 is typical for beginners). You can increase this later if you see good traction.
Default Bid
This is the amount you’re willing to pay per click. Start modestly—maybe $0.30–$0.50—then adjust if you’re not getting enough impressions or if your costs are too high.
Bid Optimization
For beginners, “Dynamic bids—down only” lets Amazon lower your bid in real-time if it thinks a click is less likely to convert. This helps keep you from overpaying.
Step 7: Create Your Ad Copy (Optional)
Sponsored Products ads typically display your book cover and metadata by default. However, you may have the option to add a short custom text blurb. Keep it brief, focusing on a key benefit or hook for your target readers. Avoid promotional language like “On sale now” or “#1 best seller,” as Amazon’s policies may disallow certain claims.
Step 8: Review and Launch
Double-check everything:
Campaign name (helps you stay organized if you run multiple campaigns)
Start/end dates (you can leave it open-ended and pause manually)
Budget and bids (are they realistic for your goals?)
Targeting type (auto or manual)
Ad creative (cover, short text)
When satisfied, click “Launch campaign.” It can take a few hours—sometimes up to 24—for Amazon to approve and start displaying your ads.
Step 9: Monitor and Optimize
Advertising on Amazon isn’t a “set it and forget it” process. Keep an eye on:
Impressions: If these are too low, consider raising your bid or increasing the daily budget.
Clicks/CTR: A low click-through rate might mean your cover or ad text isn’t resonating with your audience.
Sales/ACOS: Look at your Advertising Cost of Sales. Aim to keep it below your profit margin.
Search Term Report: Especially useful for auto campaigns. Identify which terms or ASINs lead to profitable sales, and which just eat up your budget.
Step 10: Expand with Manual Campaigns
After you’ve gleaned insights from your auto campaign, create Manual Sponsored Products campaigns:
Keywords: Add the high-performing terms from your auto campaign.
Negative Keywords: Exclude words that consistently lead to clicks but no sales.
ASIN Targeting: If a particular competing or complementary book converts well, target that ASIN specifically.
Adjust bids as needed. Raise bids on profitable keywords, lower or pause those that are underperforming.
Step 11: Rinse and Repeat
Amazon advertising is an iterative process:
Test New Keywords: Trends change, new reader preferences emerge, so keep refining your approach.
Experiment with Additional Campaign Types: Sponsored Brand ads (if you have multiple books) or Lockscreen ads (on Kindle devices) can also be worth exploring.
Stay Vigilant: Even small tweaks—like altering your bid by a few cents—can have a meaningful impact on your results.
Final Thoughts
Advertising on Amazon can be a fantastic way to reach new readers, but it works best when you’ve prepared a rock-solid foundation. By building a vibrant author platform, refining your book listing (with a solid cover, compelling description, and smart keyword choices), and understanding how to target your ads, you’ll give yourself the strongest chance for success. Then, once your campaigns are live, stay curious and keep optimizing—because the best results come from thoughtful experimentation and consistent follow-through.
Because I am (apparently) never done bombarding you with new things you need and have to pay for, let’s talk about something I use that I think you should use if you have the budget: BookFunnel.
What is BookFunnel?
Long story short, BookFunnel is a website that helps authors deliver their books to readers seamlessly. It offers a range of tools for distributing eBooks, managing giveaways, conducting pre-orders, and building an engaged reader base. By providing a one-stop shop for all of this stuff, BookFunnel simplifies the (often overly complicated) processes of book distribution and reader engagement.
Why Would You Need It?
One of the primary reasons authors use BookFunnel is its ability to facilitate seamless book distribution. That means you can deliver their books directly to readers in multiple formats, including ePub, PDF, and MOBI, ensuring compatibility across various devices and eReaders. This flexibility enhances the reader’s experience by reducing technical barriers to accessing your work. It makes your life easier because you don’t have to manage multiple emails of people having technical problems trying to open your pdf on whatever e-reader they are using at the moment (which you know all too well if you’ve ever tried to manage a free giveaway like bonus material or ARC distribution in eBook form). What you don’t want is to be trying to trouble-shoot every single person’s tech problems while you’re in the middle of your launch, and BookFunnel solves that problem for you. To me, that alone makes it worth the money.
Building and managing email lists is another advantage BookFunnel offers. As I’ve said approximately one million times, an engaged email list is one of the most valuable assets for an author, and BookFunnel integrates seamlessly with popular email marketing services like Mailerlite and Email Octopus. These integration enable authors to grow their subscriber base by offering free books or exclusive content as incentives for sign-ups, fostering a direct line of communication with their readers.
ARC distributions and bonus materials are the reason I personally use them. I used to distribute all of that kind of stuff via PDF, but then I heard a crazy nightmare story about a fellow author sending out ARCs via PDF (using one of the services, not their own list, just to be clear), and later having one of the ARC readers upload that PDF into Amazon and publish it as their own work. Because the PDF didn’t have any kind of tracking or watermarking, the author could not prove ownership to Amazon and ended up having to get a lawyer involved to get their work back.
After that I stopped distributing any of my work via PDF. Now I only use ePubs distributed through BookFunnel, with watermarking and tracking turned on. BookFunnel employs secure delivery methods to prevent unauthorized sharing and piracy. Features like DRM-free downloads and personalized download links ensure that authors’ work is protected while still being easily accessible to legitimate readers.
And look, I get that if you’re a first-time author, alot of that probably seemed like gibberish to you and something that you don’t even want to think about yet, and I get that. The problem is, that kind of thing is something that can happen to you at any time in your career (and in fact, the scary example above was for that author’s debut novel), so it actually benefits you to put some advanced security measures in place, even if it costs extra. I do feel like the money you will spend on BookFunnel is money that you would probably have spent on an ARC service if you didn’t know what you were doing, if that’s any reassurance. This is another example of “build it the first time properly and you won’t have to spend money to revise it,” I suppose.
BookFunnel Pricing
BookFunnel offers several pricing tiers to cater to authors at different stages of their careers and with varying needs. The Basic Plan starts around $15 per month and includes a limited number of downloads, basic email integrations, and standard support. This plan is ideal for authors who are just starting out and have modest distribution needs, and you can pay for a year in advance to get a discount.
The Pro Plan is approximately $29 per month and offers increased download limits, advanced email integrations, priority support, and additional customization options for delivery pages. This plan suits growing authors who need more robust features to manage their expanding reader base and promotional activities.
For established authors with larger audiences, the Premium Plan costs roughly $99 per month. It includes unlimited downloads, full access to all integrations and customization options, dedicated support, and enhanced analytics and reporting. This comprehensive plan is perfect for authors who require extensive distribution capabilities and detailed insights into their promotional efforts.
It’s important to note that pricing may vary, and BookFunnel occasionally offers discounts or custom plans for high-volume authors and publishers, making it adaptable to different budgetary requirements.
Setting Up BookFunnel
Getting started with BookFunnel is a straightforward process that begins with choosing a pricing plan on their website. Many authors start with a free trial to explore the features before committing to a paid plan. Once you’ve selected a plan, the next step is to integrate BookFunnel with your preferred email marketing service. This integration streamlines list-building by automatically adding new subscribers to your email list when they download your book through BookFunnel.
After setting up the integration, upload your properly formatted eBook files (ePub, PDF, or MOBI) to your BookFunnel account. Ensuring your book is free of errors will provide readers with the best possible experience. With your files in place, create a download page and personalize it with your branding elements—like your author photo, book cover, and a compelling call-to-action. BookFunnel’s templates make this easy, even if you have limited design skills.
Once your download page is ready, it’s time to set up your first campaign. Whether you’re planning a giveaway, a pre-order, or a promotional offer, be sure to define clear parameters for participation—such as asking readers to join your email list or share your campaign on social media. After you’ve finalized these details, distribute the download link through your website, social media channels, email newsletters, and other marketing platforms. BookFunnel’s real-time tracking tools help you monitor performance and make adjustments on the fly.
Finally, once your campaign concludes, review the analytics to see what worked and what could be improved. Use these insights to refine your future campaigns, optimizing your strategies for better results and stronger reader engagement.
Conclusion
In the competitive world of publishing, standing out requires more than just writing a great book—it involves effectively promoting and distributing it. BookFunnel offers authors a powerful set of tools to streamline these processes, from managing giveaways and pre-orders to building a loyal email list and engaging with readers. Its user-friendly interface, comprehensive features, and robust integrations make it an indispensable asset for authors aiming to maximize their reach and impact.
By investing in BookFunnel, authors can save time, protect their work, and create meaningful connections with their audience, ultimately driving greater success in their writing careers. Whether you’re launching your first novel or looking to enhance your existing promotional strategies, BookFunnel provides the support and functionality needed to thrive in today’s digital landscape.
For more information, visit BookFunnel’s website to explore how it can help you reach more readers and streamline your book promotion efforts.
Let’s talk about something that might surprise you. You know how everyone says you need to be on social media, have a fancy website, and constantly promote your latest book? Well, I’m going to let you in on a little secret: while those things are nice, they’re not the most powerful tool in your arsenal.
What is? Your email list.
I know what you’re thinking – “Email? Really? Isn’t that kind of… old school?” Trust me, I hear this all the time. But here’s the thing: your email list is the one marketing asset you actually own and control. And that’s huge.
## Here’s Why This Matters So Much
Think about it this way: every time someone buys your book on Amazon, guess who gets to keep their contact information? Not you – Amazon does. They’re over there building relationships with your readers while you’re left wondering how to reach them again. Pretty frustrating, right?
And social media? Sure, it’s great, but those followers don’t really belong to you. Facebook or Instagram could change their algorithm tomorrow (we’ve all seen it happen), or those platforms could take away your accounts, and suddenly your posts are reaching basically nobody. Not fun. Also, how about that TikTok ban looming on the horizon? How would you like to be one of those authors who is ONLY selling books because of TikTok? That’s going to be a rude awakening if the ban goes through. However, if those authors had been getting even a fraction of those book buyers to sign up for their email lists, they’d be better off and not have to start all over.
Speaking of starting over, let me describe a very common phenomenon I see with almost every author I start working with.
## The Endless Launch Cycle Trap
This is when authors have to start from scratch with every single book launch. They’re out there hustling on social media, running ads, doing everything they can think of to reach new readers. It’s exhausting, and honestly? It doesn’t have to be that way. If those authors would just stop and set things up properly so they were consistently building their email lists, each launch would be easier.
## Let Me Make This Super Simple
There are really just three things you need to set up (Let’s call them the 3Ls to make them easy to remember):
1. A List – Pick an email service (like MailerLite or EmailOctopus- anything but MailChimp! – there are tons of good ones. Here’s a list.)
2. A Link (or a QR code) – Something easy for readers to type or click
3. A Landing Page – A page where people can sign up (usually in exchange for something cool, like a bonus chapter). I use BookFunnel for this but you can put a page on your author website or use one from your email service. Just make sure it is super simple to remember in case your reader is going to actually type it in to the internet.
That’s it! No fancy website needed, no complicated marketing schemes. Just these three pieces working together.
## “But I Don’t Know How to Do Any of That!”
I totally get it – this stuff can feel overwhelming at first. That’s exactly why I put together a free guide that walks you through everything step by step. You can grab that here.
(See what I did there? That’s exactly the kind of link you’ll want to include in your books!)
## Don’t Make This Mistake
Here’s something that makes me sad every single day: I can’t tell you how many authors I’ve worked with who have written dozens of books but never collected a single email address. They always say the same thing: “I wish I’d started this years ago.”
Don’t let that be you! If you’ve already published books without an email signup link inside, every sale is a missed opportunity to connect with a potential superfan. Don’t beat yourself up about it. All you can do is start where you are, right now, today.
## Ready to Take Action?
Here’s your super simple game plan:
1. Grab that free guide I mentioned
2. Sign up for an email service (almost all of them have free plans to start)
3. Create a simple landing page with something cool to give away
4. Put that link in your books
That’s it! Once you’ve got this foundation in place, everything else becomes so much easier.
Remember: your email list is like a direct line to your readers’ hearts (and maybe their wallets too – let’s be real). Don’t wait to start building it!
A few weeks ago I read 