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Book Publishing by Amazon: a Guide to Kindle Direct Publishing

I get this question alot (so much so that I wrote an entire book dedicated just to this topic, the Kindle eBook version of which you can buy for only 99 cents). I thought I would also make a post about it, in case someone didn’t want to read an entire book on this subject.

In fact, I now have an entire website dedicated to the self-publishing process! Go on over to SelfPublishingChecklist.com, where we walk you step by step through the entire self-publishing process.

Here are the basic steps to publishing a book on Amazon through KDP (Kindle Direct Publishing):

Write and edit your manuscript: The first step is to write a book and revise and edit the manuscript until it is in the best possible shape. It’s often helpful to get feedback from beta readers or professional editors to improve the quality of the manuscript.
Start building your audience. Whether this is your first book or your twentieth, ultimately you need to get those people on an email list (which you can do with the help of this book), but you can start with a website and some social media.
Create an Amazon KDP account: If you don’t already have an account, you’ll need to create one. You can do this by visiting the KDP website and clicking the “Sign up” button.
Prepare your manuscript: Before publishing your book on Amazon, you’ll need to format your manuscript to meet their requirements. Amazon provides detailed guidelines for formatting your manuscript, including recommendations for fonts, margins, and spacing. You can use Word or Pages for this, but the industry standard is to use something that makes it look more professional, like Atticus or Vellum. I cover all of these options at length in my book “Funny You Should Ask: How to Self-Publish a Book.”
Get your cover ready. You can make a cover yourself using a graphics program like Photoshop, Affinity Publisher, or even Canva, or hire someone to make your cover for you. Fiverr is an option for this, as is Upwork.
Create a new title: Once your manuscript is ready, log in to your KDP account and click on “Create a new title.” You’ll be prompted to enter information about your book, including the title, author name, and book description. You’ll also need to upload your manuscript file and cover image.
Set your price and distribution options: You can choose to publish your book in digital format only, or in both digital and print formats. You’ll also need to set the price for your book, and choose the territories where you want it to be available.
Preview and publish: Once you’ve entered all the required information, you can preview your book and make any necessary changes. When you’re ready, click the “Publish” button to make your book available on Amazon.
Promote your book: After your book is published, it’s up to you to promote it and drive sales. You can use Amazon’s promotional tools, like Kindle Countdown Deals and Kindle Unlimited, as well as other marketing strategies like social media, email marketing, and book reviews to reach potential readers and build your audience.

Overall, publishing a book involves a lot of hard work and dedication, but it can be a rewarding experience for authors who are passionate about their writing. Whether you choose traditional or self-publishing, it’s important to research your options, hire professionals to help you, and put in the work to build your audience and market your book to them.

Book Marketing

Amazon Ad FAQ

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Q: Why are my Amazon ads getting very low impressions?

A:You may need to up your bid amount for your keywords, especially if you are in a very competitive niche. Remember, you are not the only Author bidding on these keywords, so Amazon tends to show the highest bids first.

Q:My Amazon ads are getting impressions, but very little clicks?

A:When customers are scrolling through the results page, the only thing that catches their eye initially are the covers. You may want to reevaluate your own cover, as it may not appeal to potential customers…thus, very little click through rates. Also, you may have chosen the wrong or misleading keywords.

Q:My Amazon ads are getting good impressions and clicks, but very little sales?

A:Your keywords and cover are probably spot on, congratulations! The next thing the customer sees is your description, so make sure that is spot on as well. Does it accurately describe your product? Is it too long, or too short? Is it a little confusing? Does it compel people to buy your book? Any of these reasons could result in less sales once someone arrives on your sales page.

Q:My Amazon ad dashboard reports that I made a sale, but I can’t find the sale in my KDP reports dashboard?

A:Amazon ads records the sale when the transaction is complete on their website. Your KDP reports only records the sale after the product is shipped, thus the lag/discrepancy.

Q:When running Amazon ads, what is ACOS, and what is a good number?

A:ACOS stands for Advertising Cost Of Sales (total ad spend / total ad sales x 100%). You will have to do a little math to find out what ACOS number is good for you, but, being that most no/low content KDP books have a fairly low profit margin, somewhere between 30.xx and 40.xx means you are probably breaking even as far as ad profit is concerned. A lower number than this and you are making money, higher, and you are losing money.

Q:How can I lower my Amazon ads ACOS (always a good thing)

A:Your Amazon ad dashboard is a wealth of knowledge, an entire article could be written on this topic alone. So, to over simplify this, pay attention to your keyword bids. If you notice a good amount of impressions with little sales (sales-not clicks), you may want to lower this individual bid. If you notice mediocre impressions, but good sales, you may want to up that keyword bid a little. Take the time to understand all of the information available to you in your dashboard and you will be able to spot winning, and losing patterns in your ad.

Q:I see some people are running Amazon ads at a loss, why?

A:The more books you sell, the higher your BSR (Best Seller Rank) will become. The higher your BSR, the more likely Amazon is to show your product on their results page. After a while, you will get more organic sales (sales without ads), so, conceivably, you can stop running ads, and rely on these organic sales. Remember, any sales you get without paying for them, is pure profit.

Q:When can I expect to see sales from my Amazon ads? How long should I run Amazon ads before I can assess/tweak them to become more profitable?

A:It usually takes Amazon 3 or 4 days to figure out where to place your ads, so you may not see much activity for a few days after your ad is accepted. When to tweak your ads depends on your comfort level, but usually, 2 or 3 weeks after the ad is live is a good time to evaluate its performance.

Advertising Books on Amazon Book Marketing

My Amazon KDP Advertising Campaign Strategy for Authors: Don’t Run Ads on Your Books Until You Read This!

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I’m hoping I’ve caught you at that pivotal moment before you are running your first ad to your book on Amazon, because what I am about to tell you is going to save you SO MUCH MONEY.

When it comes to book marketing, you really can’t do any better than paid ads on Amazon. They are cheap (if you do them right), targeted (if you do them right), and can really help your career and your book sales (again, if you do them right). Amazon ads are not just the best way to advertise Amazon products. They are absolutely the best way to sell more books.

However, here is my bold and somewhat controversial statement: your book is probably not ready for paid ads.

I know, I know. That’s not what you wanted to hear. But bear with me. I’ve seen countless authors pour money into ads, only to see little or no return. Why? Because their books weren’t set up for success in the first place. Before you dive into advertising, let’s ensure you’re not making some of the most common (and costly) mistakes.

Here are the most common reasons books aren’t ready for ads:

1. You Don’t Have a Reader Magnet / Email Signup Inside Your Book

This is my number one “do not pass go, do not spend a single penny on ads” rule.
One huge problem with the whole self-publishing industry is that no one tells indie authors about the “missing piece” of marketing, which is that you should 100% not be paying for advertising unless you have a means of capturing readers and making them your subscribers. You do that by placing a link (or a QR code) inside your book to a freebie you will give them in exchange for joining your email list. If you do not have that, please stop what you’re doing and get my free book on this very subject. Amazon will take your money any time of the day or night but do not give them that money unless you have this one piece set up. This is how you ultimately win with paid advertising— by using it to build an email list of super fans that will buy all of your books when they come out so you’re not starting over with every launch.

Here’s the reality: when you sell a book on Amazon, you’re selling to their customers, not yours. Amazon is never going to tell you who bought your book or give you access to their information. If you don’t encourage readers to sign up for your email list, you’re throwing away the chance to turn Amazon’s customers into your customers.

Let’s crunch some numbers. Say you get super lucky and your book becomes a bestseller. You sell 25,000 books without a reader magnet. That’s 25,000 missed opportunities to grow your email list. With a strong reader magnet, you could easily convert 25% of those buyers into email subscribers—that’s 6,250 people on your list! A list of that size could help you launch your next book to bestseller status on day one. Without it, you’ll start from scratch every single time.

So, before you invest in ads, set up a reader magnet and link it inside your book. This step is free and invaluable.

2. Your Cover Isn’t Competitive

Your book cover is your #1 advertisement. If it doesn’t look professional or doesn’t meet the standard for your genre, you’re going to lose money.

Take a screenshot of your book cover and compare it to the top 5–10 bestsellers in your niche. For example, when I searched for “shape shifter romance” on Amazon, here is what I found:

My point with this exercise? If you write shifter romance, your cover should look like this (or better).

What about your genre/ niche? Does your cover stand out in a good way? If not, allocate your ad budget to a professional redesign. Your book’s success starts with its first impression.

3. You Didn’t Do Keyword Research

Keywords are the backbone of Amazon’s algorithm, and if you skipped this step, your ads are likely to fail.

Why? Because remember those seven back-end keyword boxes you filled out when you uploaded your book? They tell Amazon what your book is about.

Oh, did you not fill those in? Well, that’s part of the reason no one can find your book, and paid advertising is not going to fix that problem. Paid advertising just makes that problem worse, because without proper keyword research, Amazon’s advertising engine might show your book for completely unrelated searches—wasting your money on clicks from people looking for bat spatulas or garden gloves.

Before you advertise, revisit your keywords using tools like Publisher Rocket or Amazon’s search suggestions. Make sure your keywords align with what readers in your genre are actively searching for. Amazon ads need those keywords to know how to properly advertise your book.

4. You Didn’t Do a Competitive Analysis

Competitive analysis is critical. How does your book stack up against the bestsellers in your genre? If you didn’t do this step, you might not realize that your book is missing the mark in obvious ways. For example, is your pricing way off for your genre/ niche? Is your book much longer/ much shorter than other books in your genre/ niche? Do books like yours only succeed if they are part of a series? If you don’t know the answers to these questions, you didn’t do a thorough enough competitive analysis. Please go back and do that. Here’s a guide.

Advertising should build on a solid foundation. If your book isn’t competitive, ads will only highlight its shortcomings.

5. Your Book Doesn’t Have Reviews

Reviews are social proof, and they’re essential for converting clicks into sales. If your book has zero reviews (or very few), it’s going to struggle against books with hundreds of glowing ratings.

Spend time gathering reviews before you advertise. Send ARCs (Advance Review Copies) to readers or reach out to reviewers in your genre. Building this foundation will make your ads much more effective. Here’s a whole article/ resource guide about how to get reviews if you don’t have any (or don’t have enough).

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If you have made it all the way through this “your book is not ready” gauntlet, are not mad at me yet (chances of this seem pretty low), and you do, in fact, have all of these things in place, then hurrah! Let’s run an ad. I always start out with a “general/ automated targeting” ad for the first week, just to see what Amazon thinks my book is about and to see what they suggest.

Let’s go through the setup process together the first time, because I believe Amazon actually WANTS you to rush through the advertising setup for your book. When you rush, they make money. They are counting on the fact that you don’t even want to be paying for advertising (or marketing your book) in the first place, and that you are going to try to get through setting up paid advertising as quickly as possible.

“Automatic targeting,” in case you don’t know, is when you tell Amazon “You go ahead and pick the keywords/ products to advertise my book against.”

Here’s why this is a good place to start:

Simplicity: You don’t need to research keywords or analyze competitors right away.
Data Gathering: Automated ads provide insights into which keywords and audiences perform well for your book, which you can use later in manual campaigns.
Cost-Effective Testing: You can set a low daily budget and test how your book performs before investing more heavily.

Step-by-Step Guide to Setting Up an Automated Targeting Ad

Follow these steps to create your first Automated Targeting campaign:

1. Log into Your Amazon Advertising Dashboard and Find Your Book

Here’s an example: this is my book, “How to Market a Book,” and this is where I would go to run the paid ads for it:

If your book is in KDP (which I’m assuming it is, since you are trying to learn about paid advertising strategies), click on “Promote and Advertise” as indicated above. If you’re advertising the Kindle edition, it’s right there on the side. If you’re advertising the paperback or hardcover, just click on the three little dots, then select “Promote and Advertise.”

I’m sure this goes without saying, but I’m going to say it anyway: if you’re trying to be thorough, you’ll need to start ads for each version of your book (and by that I mean Kindle eBook, Paperback, and Hardcover), because each one of those is a completely different book in Amazon’s eyes and each one has its own sales and BSR (bestseller rank). Many authors choose to just start ads on the Kindle eBook edition just to test the waters.

Here’s the first screen we see after clicking on “Promote and Advertise” for the eBook. My book is not in KDP Select (the book itself has a whole chapter on why but I won’t bore you with that now), so I’m just picking “Run an Ad Campaign” and selecting the US marketplace. Annoyingly, you will need to open an advertising account for each of the different markets where you want to run ads for your books, because despite being a multi-billion dollar company, Amazon has not figured out how to streamline this interface.

When I choose “.com” and click the yellow “Create an ad campaign” button, I then see this screen:

Again, not sure why Amazon makes it so annoyingly difficult for us to spend our money with them, but here we are. You want “Sponsored Products” for the purposes of this example. The other two options are a little more advanced and shouldn’t really be offered to you at this point, since you are just trying to get over the hump of running your first ad. So, go ahead and click the blue “Continue” button under “Sponsored Products.”

Great! Now we are faced with a bunch of other choices. Hang in there! We’re going to get through this!

2. Set Your Ad Format and Name Your Ad Group

This box defaults to “custom ad text,” which is weird because that forces you to write ad copy, making it even less likely that you are going to actually launch an ad. I have tested both and have found absolutely no advantage to doing this, so I recommend you just set it to “Standard ad” and move on. If you decide you want to test an ad with some custom copy in the future, you can start a new ad for that.

Name your ad group something that is easy to remember. Yes, this is your very first ad, but if you love paid advertising you’ll be starting a bunch more, so you’ll need to be able to quickly tell them apart.

Next up is the “Products” screen, and if they didn’t select your book already, go ahead and find/ select it.

3. Select Targeting Type

When prompted, choose Automated Targeting. This lets Amazon decide which keywords and product pages are most relevant to your book. We’re not going to stay with this type of ad for the long-term, but we do want to run it initially, just to let Amazon throw spaghetti at the wall to see what sticks.

4. Set Your Bidding Strategy

Amazon will suggest a default bid. I would ignore this and go with something really low like $.10 or $.25. You can always raise it later if you’re not getting impressions. Don’t go too high initially! Amazon will absolutely take your money, even if you don’t know what you’re doing!
Choose one of the following bidding strategies:
- Dynamic Bids – Down Only: Amazon lowers your bid if it determines the ad is less likely to convert.
- Dynamic Bids – Up and Down: Amazon adjusts your bid up or down depending on conversion likelihood.
- Fixed Bids: Your bid remains constant.

For beginners, Dynamic Bids – Down Only is a safe choice as it helps control costs. I am *not* a beginner and this is the one I always go with, because I do not like giving Amazon to raise my bids.

5. Launch Your Campaign

Review your campaign settings to ensure everything looks good, then click “Launch Campaign.”

Monitoring Your Campaign/ What to Look For

Once your ad is live, monitoring its performance is crucial. Here’s what to watch for:

Impressions: This shows how many times your ad has been displayed. Low impressions may indicate that your bid is too low. If your ad is being shown but isn’t getting any impressions, raise the bid by 5 cents at a time until you start to see some. Do not overbid!!
Click-Through Rate (CTR): A good CTR (around 0.5% or higher) means your ad is catching readers’ attention. A low click through rate (meaning, alot of impressions but not alot of clicks) can mean people aren’t responding to your book’s cover. What constitutes a “good” click through rate is of course debatable, but the higher the better.
Cost-Per-Click (CPC): Monitor how much you’re paying per click. Keep your CPC in line with your budget and profit margin, and remember– profit is based on the ROYALTY you actually earned, not how much you sold the book for! Only calculate what you actually made on the book, not the sales price! This is actually the # 1 mistake new publishers/ advertisers make.

Of course, all of this is (hopefully) leading to a sale. We’re hoping you make at least one sale for every ten clicks. Less than that is great!

A Popular Question

Authors (especially authors who are running their first paid ads) always have the same question: How will I know when I sell a book? How will I know when I sell a book based on an ad?

Sadly, you won’t. Amazon is not in the business of pushing useful information your way, because it doesn’t benefit them at all. Think about it– the more they tell you about how much you’re spending and whether it’s working or not, the more likely you are to turn off your paid ads, am I right?

This brings me to a tool I think authors (especially authors running paid ads) absolutely must use– Publisher Champ. Publisher Champ is basically a service that keeps track of all your sales, will send you an email when you make an organic sale and when you sell a book based on a paid ad. They also (and this is why every single author running paid ads needs this service) will tell you your net profit for the day, the month, and the year, so you’ll know right away whether your ads are working or if you need to turn them off and fix something.

It’s actually pretty sad that Amazon doesn’t offer this exact suite of tools to authors, but I’m glad something like this exists. Seriously, do not run paid ads without this service. You will overspend, or forget about your ads, or not know if your ad is actually profitable. I will say that I think you especially need this service if you are already running ads, because with their advanced reporting features, you can pretty much determine with one report if a book is profitable.

Final Thoughts

I’m 99% sure your book is not ready for paid advertising yet (and I am not even saying that to be discouraging! I want you to succeed!), but if it is, starting with an Automated Targeting ad is a smart way to ease into Amazon Advertising. It’s low-risk, beginner-friendly, and provides valuable insights that can guide your future campaigns. By letting Amazon’s algorithm handle the targeting initially, you can focus on learning the ropes and refining your strategy.

Remember, successful advertising is a marathon, not a sprint. Start small, monitor your results, and adjust your approach as you gather data. With time and effort, you’ll be well on your way to reaching new readers and boosting your book’s visibility. Also, if you are running paid ads, you absolutely must have Publisher Champ in place to keep you in touch with your sales and advertising data, which is essential to keep you from losing money.

If you’ve fixed your book and have run an initial automated ad, great! Click here for the next part in the series, the keyword ad. 🙂

Author Websites

Your Author Website Checklist

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Oh my gosh, it’s two of my favorite subjects in one post: websites and books. Lucky me! Lucky you!

I’m joking. You might not feel lucky if you’re right at the beginning of the “setting up your website” process. It’s hard to get your head around all that technological stuff, especially when you have a near-permanent headache from writing and editing (and possibly publishing!) an entire book.

We’re here to talk “what belongs on your author website,” so let’s do that. By the way, if you have no website at all, can I please recommend my book “Funny You Should Ask: How to Make a Website“? It’s a little companion guide (with humor thrown in to make all the tech crap go down easier) on how to make a website from beginning to end using WordPress. I promise you will feel like a genius when you’re done with it and you have your own author site you can send people to.

Here’s what goes on that site:

1. Your FirstNameLastName.com domain. I don’t recommend websites for individual books anymore, because you are not going to want to do the maintenance on multiple sites. Just get one “mothership” site that can serve as your center of your author platform, and move on. Just get this from NameCheap and do not overpay. If someone else has your same name and you can’t get the .com, try the .net or the .org. If you can’t find any of those, try your name with your middle initial. If those are still a no-go, add “author” or “writer” or “writes.” Keep trying until you find a domain that is around $10. Use NameCheap.com for that.

2. Your books. This might go without saying, but I’m saying it. Put your books on your website. Use BookLinker to create the “my book with all the places to buy it” code. Seth Godin is (of course) doing a great job of this right here.

3. Your email signup, preferably with a free giveaway. You won’t have to read very far into this website to learn that I think your email list is the most important thing in a working author’s life. Here’s a free book all about that so I can convince you and teach you how to set it up. Don’t sleep on the list!

4. Links to (or snippets from) your social media. Some people will want to follow you on one or more social media accounts to see what you’re up to, and you should give them that chance by putting those links on your website (which can be easily handled with various WordPress plugins). Just make sure all of your social media is appropriately branded and links back to that main author site (so people can get on your list, of course!). This will depend on the social media platform on which you’re the most active, but it can be a nice addition and add energy to your author website to pull a feed of your social media through there.

5. A contact form so agents and publishers can get ahold of you to offer you a million dollar book deal, or potential clients can reach you if you are some kind of consultant or freelancer, or readers can send you nice emails about how much they loved your books.

6. Photos of you, just so people can put a face to a name. If you’re setting up an author site for a pen name, you might want to use stock photos or a photo of a pet.

7. Your bio. Use this to build authority if you’re a non-fiction author, and to pique people’s interest if you write fiction. Tell people a little about yourself, your experience, your background, and what you’ve written.

8. Your blog. This can be great for SEO (especially if you write non-fiction), but either way it is nice to give people free samples of your writing so they can like it, get on your list, and buy your books. Did I mention I want people to get on your list?

9. “Resources/ Tools” This is where you would put links you mention in books, things you always tell people about in your real life, or things you use yourself. You can also use this for a little affiliate marketing if you recommend things. Joanna Penn does a great job with this on her website: https://www.thecreativepenn.com/tools/

10. Links to other articles you’ve written. This can also help build your credibility. If you write for any online publications, be sure to also try to link back to your main author website from there, because those backlinks are great for your website (especially if it is brand new).

So– now you know what goes ON your author site. How are you going to put it all together?

That’s where my book comes in.

Here’s the thing. I know that no one really WANTS to learn this kind of technical stuff, but I tried to make it fun with some Culwell-like humorous writing thrown in there to make you laugh along the way. This marks the first time I have ever mixed technical writing like this with my “humorous” writing, and it actually turned out to be fun! I hope it is well received, because I have the next book in the series all planned out. Maybe my new niche will be “teaching people boring-ish technical things while entertaining them along the way.”

I know I have told many of you over the years that you definitely need a website. This is still very much true, and now is your chance to have me walk you through making one!

Anyhow, real talk: if you need a website, this book is worth the price of admission. Even if you are not going to do the whole site yourself, you will learn enough by reading through it to save yourself hundreds (if not thousands) of dollars.

Get the book!!

Advertising Books on Amazon

Amazon Advertising KDP– Worth It?

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I hang out in a lot of Facebook groups and sub-Reddits for self-published authors, and one of the most seemingly eternal debates is “Is Amazon Paid Advertising Worth it?”

Well, that depends. Are you Jeff Bezos? I’m sure it’s always worth it for him!

Kidding!

Paid advertising on Amazon is totally worth it, but you have to have a few things in place to make it pay off for you. The first thing you want to do is read this post, because it’s going to help you avoid giving Amazon an all-access pass to spend your money however they would like. I have a four-part strategy for Amazon advertising that I have (begrudgingly) evolved over many years of writing and publishing, and it works well for me. Before authors start randomly throwing money at Amazon Advertising, though, I strongly recommend they put links inside all of their books that leads to a landing page (either on their site or their email service), giving the reader something for free. This “incentivized signup” strategy is really effective because readers are already reading your book and liking your work, so there is never a better time to offer them something for free.

If you don’t have that part set up already, that is fine, but don’t run ads yet. Alot of authors are holding out on setting this up because they don’t have websites yet, which I get, but you can set up a landing page through your email service, and I’ve covered three email services that offer free introductory accounts in this book. It’s free! What do you have to lose?

So, yes– Amazon Advertising for books is totally worth it, but you have to make sure you put the legwork in first, to make sure you (and your career) are getting the value out of it. One good thing to remember is that Amazon Ads are best used when you’re using them to scale a business, not just to sell single books. If you’re doing that, you’re likely to fall into the trap that this unfortunate person experienced with their book (and the ad that went with it):

Yikes! This is rough for many reasons!

I’ll tell you why.

First off, this person has spent $41.09 to make 2 sales, totaling $19.98. That’s already terrible, but it gets even worse when you consider the fact the the sales” number that Amazon shows you is the GROSS amount of money THEY made, not the royalty you earned. They don’t care about that! This person makes approximately $3 in royalty per book, so they paid $41.09 to make $6.

Ouch.

The biggest problem with this is (obviously) the bid, which is just way too high. NEVER take the “suggested bid” that Amazon shows you when you are setting up the ad, or you will end up here, screaming at your computer screen and posting frustratedly in Facebook groups, asking for advice. This person actually got a lot of clicks for 2,903 impressions, which means their cover is appealing and on-target for the market, but since it took them 27 clicks to make one sale (really that number should be closer to 10), that cost per click would have to have been no higher than 10 cents to make that profitable (27 clicks X 10 cents = $2.70, which is still under the $3 royalty earned per book).

The other story this report is telling me is that something is wrong with the book itself. I didn’t actually see the book so I don’t know what it is, but if 54 people clicked the ad (the book cover) and only two of them bought the book, that could mean the description sucks, there’s a typo somewhere in the title/ subtitle, or the book’s subject matter could use the “Look Inside” feature (or some A+ Content) but neither of those are present.

Another thing I would speculate about this book is that the keywords are maybe not targeted tightly enough, so maybe those expensive clicks are from buyers that are not targeted enough. By that I mean that they are sort of interested in the subject matter (thus the click), but when they got to the actual book listing, the book either wasn’t specific enough or was too specific, but either way was not what they thought so they left.

Overall, this ACOS is terrible (even against the gross sales number), so this person has some work to do to make Amazon Ads worth it for them.

How’s that for a long-winded example? Ha!

To make Amazon Ads worth it for you (meaning they either profit or break even/ get you a new subscriber), you would need to do the following:

— Never take the “suggested bid” for any Amazon ad, especially for a brand-new book. This is a recipe for disaster! Again, read this post for my whole argument against taking any of Amazon’s “suggestions.”

— Start your bid at something super low, like 10 or 20 cents. Pay close attention to how much you make per book, and do not go over the “bid X 10” number, since your ad (or your book) is likely going to take some refining before it starts achieving that metric.

— Make sure your book has an email signup/ link to a freebie in it. That is the whole topic of this book, which is free and please go read it. If you’re going to pay for advertising, make sure it’s to build your business, not just for a one-off sale!

Thank you for coming to my Amazon Ads TED Talk. Remember, if you don’t keep an eye on your ads, it is almost guaranteed that you will pay the “Amazon Ad Tax,” as the person above has. That tax sucks, because while they should be happy that they sold those two books, they are actually sad because they lost $36 doing so.

The good news is, once you get the hang of Amazon ads, you can use them to scale up not only your book sales, but your whole career as a working author. Who doesn’t want that?!

Book Marketing

My Social Media Strategy for Authors: “All, Then One”

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Over the years, I have heard from many (so many!) angry authors who tell me that they simply do not have time to manage all of the social media profiles that seem to be required for an effective book marketing strategy.

I get it, dude! I don’t like it either. Through trial and error I have found something that kind of works, so I will share it with you now. Obviously, once you get your book sales up and running and have an assistant-type person working for you, have them post everything, everywhere, all the time. Until then, just set everything up properly, then focus on one platform you actually like. It’s the best I can offer, ok? You can’t do nothing. You can’t do everything. So, let’s do this.

The “All, Then One” strategy is a smart way to maximize your reach while keeping things manageable. The idea is simple: start by setting up a basic presence on all the major platforms, and then focus your energy on mastering the one you enjoy the most. This approach ensures you’re visible everywhere readers might search for you, but you’re not spreading yourself too thin.

Step 1: Establish Your Presence Everywhere

Start by creating profiles on the platforms where readers expect to find authors. These typically include:

Facebook
Instagram
Twitter/X
TikTok
LinkedIn
Pinterest (optional for visual genres)
Goodreads and BookBub (essential for authors)

For each profile, fully flesh it out. Add a professional photo, a banner image featuring your book or brand, and a short, engaging bio. Include links to your website and email sign-up page (do not skip this step. I swear if I meet you and you skipped this step, I am going to flip out). You don’t need to post regularly yet—just share a few updates so the profile looks active and professional. This step is mostly about reputation management and making it easy for readers to discover you.

Step 2: Pick One Platform to Focus On

Once your profiles are set up, choose one platform to prioritize. This will depend on where your readers are and what you enjoy. Here’s a quick guide to help you decide:

Instagram: Perfect for visual genres, quotes, and aesthetics.
TikTok (BookTok): Ideal for reaching younger audiences and showcasing fun, creative content.
Facebook: Great for connecting with groups or older readers.
Twitter/X: Best for conversations and short updates.
LinkedIn: Excellent for non-fiction or business authors connecting with professionals.
Pinterest: is perfect for visually driven authors and genres like DIY, cooking, romance, and fantasy. As a visual search engine, Pinterest can drive significant traffic to your website, blog, or book sales pages.
Goodreads is a must-have for engaging directly with avid readers. As a platform dedicated to book lovers, Goodreads allows authors to interact with their audience through reviews, giveaways, and book lists.
BookBub is ideal for authors focused on promotions and reviews. This platform specializes in notifying readers about new releases, discounts, and curated book recommendations. By leveraging BookBub’s extensive network, authors can reach a broad audience of enthusiastic readers who are actively seeking new books. HOWEVER, do not apply for/ buy a BookBub ad until you read this.
Reddit offers a unique opportunity for authors to engage with niche audiences and participate in authentic discussions. Subreddits related to your genre or writing in general provide a space to share your expertise, answer questions, and connect with readers who have specific interests.
Discord is perfect for authors who want to build tight-knit reader communities. This platform allows you to create private servers where you can host live chats, Q&A sessions, and exclusive events for your most dedicated fans.
Twitch is an excellent choice for authors who enjoy live interaction and streaming. Whether you’re streaming writing sessions, reading chapters aloud, or discussing your creative process, Twitch provides a platform for real-time engagement with your audience
Medium is great for authors who want to share essays or blog posts. If you enjoy writing thought-provoking articles or exploring topics related to your books, Medium offers a platform to reach a broader audience.
Substack is perfect for authors looking to foster loyal subscribers through newsletters. By sharing serialized fiction, exclusive content, or in-depth articles, Substack allows you to maintain a direct line of communication with your readers.

After choosing your platform, spend time learning its strengths. Understand what types of posts perform best, how often to post, and how to leverage its unique features (like Instagram Reels, TikTok Duets, or Twitter threads).

Step 3: Get Followers

You’re going to totally hate this part, so brace yourself. The way to get followers on social media is to connect with the fans/ followers of other authors who write what you write. That is why it is so important for you to know yourself/ your genre before you start this whole dumb book promotion game. If you write YA novels, you are going to need to go where the YA readers are. Those people are following people like Jenny Han, Kasie West, Nicola Yoon, Morgan Matson, Sarah Dessen, Becky Albertalli, and Sandhya Menon, among others. This is why it is really, really important for you to read alot of your competition and know where their fans hang out.

You’ll need to follow the followers of the authors you would consider your “competition,” connect with them, and (if the time is right), ask them to be your beta readers or ARC readers. They know that genre anyway, so they are likely to say yes. Don’t pay them or ask them to promote your book, and do not come on too strong. Just connect with them, send them your work (via BookFunnel please, just to protect yourself), take their feedback, and wait. Eventually they will become your fans and start advocating for you and your books, because they were there at the very beginning of your career and they “knew you when.” Trust me on this. I have seen this strategy work countless times (for the people who are patient enough to actually do it).

Step 4: Practice Practice Practice

Focus on creating engaging, valuable content that resonates with your audience. Your content mix might include:

Promotional Posts: Announce book launches, sales, or giveaways.
Behind-the-Scenes Content: Share insights into your writing process or your life as an author.
Engaging Posts: Ask questions, start discussions, or post fun, interactive content.
Helpful Content: Share tips, facts, or stories related to your book’s themes or genre.

Consistency is key, but so is interaction. Respond to comments, engage with other users, and build a community around your author brand.

Step 5: Automate and Repurpose for Other Platforms

While focusing on your main platform, you can keep the others active with minimal effort. Use scheduling tools like Buffer, Hootsuite, or Later to automate posts. Repurpose your content across platforms—for example:

Share TikTok videos on Instagram Reels.
Post Instagram Stories directly to Facebook.
Turn Twitter threads into LinkedIn articles.

This allows you to stay present across platforms without having to create entirely new content for each one.

Step 6: Revisit and Adjust

Periodically check your secondary platforms to ensure your profiles stay updated. You don’t need to post regularly, but keeping things current helps maintain your reputation. As you grow more confident in your primary platform, you might choose to branch out and actively engage on a second platform.

This strategy gives you the best of both worlds: broad visibility with minimal time spent and the ability to go deep on the platform you enjoy most. Need help choosing your focus platform or brainstorming content ideas? Let me know!

pictures courtesy of pixabay

Author Websites

Why WordPress is the Best Choice for your Author Website + How to Set it Up

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As an author, your website is more than just a digital business card—it’s a home base for your readers, a space to share your journey, and a platform to showcase your work. To make the most of it, you need a website solution that’s easy to manage, looks great, and can grow right alongside your writing career. That’s where WordPress comes in. Originally built for bloggers (so you know it’s made for people who love words), WordPress has evolved into a powerful tool that authors of all stripes can use to connect with their audience, sell their books, and build a memorable online presence. Let’s explore why WordPress might just be the perfect fit for your author website.

1. Super User-Friendly
If you’re not a tech guru, don’t worry. WordPress is famously user-friendly. Its built-in tools feel more like working with a word processor than fiddling with code. From drafting new blog posts to tweaking the look of your homepage, you can handle it all without needing any professional web development know-how.

2. Perfect for Blogging and Storytelling
WordPress started out as a blogging platform, so it’s tailor-made for sharing your writing. Whether you’re posting personal updates, book release announcements, writing tips, or behind-the-scenes peeks at your projects, it’s super simple to create and organize fresh content that keeps your readers coming back for more.

3. Tons of Great-Looking Themes
When it comes to first impressions, visuals matter. The good news? WordPress has an enormous selection of themes designed especially for authors and other creative professionals. Whether you prefer a sleek, minimalist look that puts your words front and center, or a more artistic layout that spotlights your cover art, you’ll find endless ways to make your site uniquely yours.

4. Room to Grow and Adapt
Your career and audience might start small, but they won’t stay that way (fingers crossed!). WordPress can grow with you. Maybe you’ll start with a simple blog and a few pages. Later, you can add an online store to sell signed copies, set up a newsletter sign-up form to stay connected with fans, or even host a podcast. The sky’s the limit with WordPress, thanks to its incredible flexibility.

5. Incredible Plugin Ecosystem
Need a tool to boost your site’s search engine rankings? Want to add a special feature, like a gallery of your book covers or a pop-up newsletter form? There’s probably a WordPress plugin for that. With thousands of plugins available, you can pick and choose the exact features you want without cluttering your site with unnecessary extras.

6. Strong Community and Support
Ever feel stuck or have a question about how something works? Don’t sweat it. WordPress has a huge community of users and experts who’ve been there, done that. From step-by-step tutorials and YouTube walkthroughs to online forums and dedicated support teams, help is always just a click away.

7. SEO-Friendly from Day One
You want new readers to find you, right? WordPress is built with clean code that search engines understand, and with the help of an SEO plugin like Yoast or Rank Math, you can fine-tune your site to rank higher in search results. It’s a simple, effective way to get more eyes on your work.

8. Mobile-Ready for Today’s Readers
People read on their phones and tablets all the time, so it’s crucial that your site looks great on any device. Most modern WordPress themes are fully responsive, meaning they’ll automatically adjust to different screen sizes. This ensures your site always looks professional and is easy to navigate, no matter where or how readers find you.

9. Cost-Effective and Budget-Friendly
WordPress itself is free, so you can invest your money where it counts—like reliable hosting, a premium theme, or a few key plugins that streamline your marketing. You can start small and scale up as your website traffic and sales grow, making it a flexible and cost-effective solution.

10. Reliable and Here to Stay
WordPress has been around for a long time and is trusted by millions of users worldwide. It’s regularly updated, well-supported, and constantly evolving to meet new web standards. You can feel confident knowing your author website is built on a platform that’s not going anywhere anytime soon.

TL: DR
If you’re looking for a platform that lets you focus on your writing while offering endless customization, simple growth options, and a supportive community, WordPress is tough to beat. It’s designed with creators in mind, ready to support you as you tell your story, connect with readers, and carve out your corner of the literary world. With WordPress, you can build an online home that truly reflects you and your work.

Are you convinced? Here are some instructions on how to do it!

How to Create an Author Site Using WordPress

1. Purchase a Domain and Hosting

Register your domain: Choose a name that aligns with your author brand, preferably your author name or something closely related. More about why you’re using your own name (and not the name of your book) right here if that interests you.
Set up hosting: Sign up for a hosting account. Many hosts have plans optimized for WordPress and include a free SSL certificate (important for security and trust).

2. Install WordPress

One-Click Install: Most hosting providers offer a quick WordPress installation feature in their control panel.
Manual Install (if needed): Download WordPress from https://wordpress.org/download/, upload the files to your server via FTP, create a database, and run the WordPress installation script. Detailed tutorials are available in the WordPress Codex.

3. Choose and Install a Theme

Free Themes: Search “Appearance > Themes > Add New” in your WordPress dashboard to browse free themes. Look for clean, author-friendly designs (e.g., Astra, Neve, or Zakra) with good typography.
Premium Themes: Consider premium themes like “Author Pro” (StudioPress) or themes from ThemeForest for more advanced features, built-in customization, and dedicated support.
Customization: Go to “Appearance > Customize” to tweak colors, fonts, layouts, and upload your logo or author headshot.

4. Essential Pages to Create

About Page: Introduce yourself, your genre, writing background, and personal story.
Books/Works Page: Showcase covers, synopses, excerpts, and links to purchase. Consider organizing by series or genre.
Blog (optional): Share writing updates, behind-the-scenes insights, reading recommendations, or event recaps.
Events/Appearances: List upcoming signings, readings, conferences, and virtual book launches.
Contact Page: Include a form (via plugin) for readers, media inquiries, or speaking requests.
Press/Media Kit: (Optional) Offer downloadable images, bios, and press-ready information for journalists or event organizers.

5. Install Key Plugins

SEO Plugin: Yoast SEO or All in One SEO to optimize pages for search engines.
Contact Forms: WPForms or Contact Form 7 for a simple contact form.
Newsletter Signup Integration: Connect Mailerlite or another email marketing service to build your mailing list.
Caching and Performance: W3 Total Cache or WP Super Cache to speed up your site.
Security: Wordfence or Sucuri to protect your site from hacks.
Backup Solutions: UpdraftPlus or VaultPress to back up your site regularly.

6. Add Images and Branding

Author Headshot & Book Covers: Use high-quality images. Optimize them for fast loading using a plugin like Smush.
Consistent Branding: Choose a color palette and fonts that reflect the tone of your writing.

7. Navigation and Menu Setup

Create a Main Menu: “Appearance > Menus” in WordPress lets you arrange page links, categories, and custom links. Include top-level pages (About, Books, Blog, Contact) for easy navigation.

8. Integrate Social Media and Newsletter

Social Icons: Add icons linking to your Instagram, Twitter, Facebook, or TikTok.
Newsletter Opt-In: Embed signup forms on your homepage or in the sidebar. Consider offering a free short story or chapter in exchange for email signups.

9. Add Additional Functionality (If Needed)

E-Commerce (Optional): If you want to sell signed books directly, install WooCommerce. Set up products, shipping, and payment gateways.
Events Calendar (Optional): The Events Calendar plugin allows you to list and manage book tours and speaking engagements.

10. Test and Launch

Check Responsiveness: Ensure your site looks good on desktop, tablet, and mobile.
Proofread Content: Double-check for typos, broken links, and missing information.
Set a Launch Date: Promote the site to your mailing list and social followers. After a final review, go live!

Costs and Ongoing Maintenance

Domain: ~$10-$20/year
Hosting: ~$3-$15/month depending on the provider and plan. More robust hosts cost more.
Premium Theme (Optional): ~$20-$100 one-time or annually if it includes support/updates.
Premium Plugins (Optional): Prices vary. Many authors stick to free plugins initially.

Ongoing Maintenance Tasks:

Updates: Regularly update WordPress core, themes, and plugins for security and performance.
Backups: Schedule automatic backups and store them off-site.
Content Updates: Keep your blog fresh, update event info, and add new works as you publish more books.
Security Monitoring: Ensure your site stays secure with recommended security plugins and best practices.

Pros and Cons of Using WordPress.org for Your Author Website

Pros:

Full Ownership and Control: You host your own site, own your data, and have no platform-imposed limitations on customization.
Extensive Customization: Thousands of themes and plugins let you tailor functionality to your exact needs—newsletters, book showcases, sales pages, events calendars, and more.
SEO-Friendly: With the right configuration, WordPress can excel at SEO. You have granular control over metadata, site structure, and content optimization.
Scalability: You can start small and scale up as your audience grows. Need more features? Just add them via plugins or custom development.

Cons:

Learning Curve: You’ll need some time to understand how themes, plugins, and hosting work.
Maintenance Duties: You’re responsible for updates, backups, and security. This can be a trade-off if you’re short on time or tech-savvy skills.
Potential Costs Add Up: While WordPress software is free, premium themes, plugins, and better hosting might increase your expenses.
Overwhelm of Choices: The abundance of plugins and themes can be confusing. You need to vet options carefully to avoid conflicts or performance issues.

In Conclusion:
Setting up an author website with WordPress.org is a highly flexible and customizable approach. Although it requires more initial effort and maintenance than a hosted builder like Squarespace, you gain significant creative and functional freedom. For authors who want to establish a strong brand presence, optimize content for search, and have the flexibility to grow with their career, WordPress.org is an excellent choice. With careful planning, consistent updates, and quality hosting, you can create a robust, engaging, and professional online home for your writing.

Author Websites

The Best Author Websites Out There + What’s Great About Them

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You asked for it, and you got it! I have finally (finally!) gotten around to compiling my mega-list of the best author websites.

Below are many examples of author websites that are widely regarded for their design, functionality, and ability to engage readers. In addition to listing some high-quality sites by well-known authors, we’ll break down what makes these sites effective. Whether you’re an aspiring writer looking for inspiration or a curious reader examining how writers build their brands online, these examples showcase what “best-in-class” author platforms can look like. Take a look at each author’s page and make some notes. What do you like about it? What do you dislike? What features and functions can you use on your own site?

Also, this is a screenshot of the mega-fabulous “Warrior Cats” website, based on the books by Erin Hunter. It has so much going for it–an immersive universe with detailed maps, character profiles, and rich lore invites fans to dive deeper into the fictional world, fostering a sense of connection and discovery. Community interaction thrives through engaging forums, fan art galleries, and events that transform visitors into active participants, nurturing a vibrant and dynamic fan community. Meanwhile, multi-platform appeal is seamlessly integrated with merchandise, reading guides, and social links, encouraging exploration across various formats and catering to a diverse range of interests. Ordinarily I don’t recommend that authors build out a whole website over one book (or one series), but this is obviously an exception.

Sorry, got distracted by the Warrior Cats. Here’s the list!!

Neil Gaiman
https://www.neilgaiman.com
- Why It Works:
  - Brand Consistency: Signature blend of whimsy and darkness.
  - Robust Content: FAQs, journal, and media appearances.
  - Reader Engagement: Blog updates, Q&A sessions, and community ethos.
Margaret Atwood
https://margaretatwood.ca
- Why It Works:
  - Clean Design, Easy Navigation: Straightforward access to her works.
  - Multimedia Integration: Video interviews and social media feeds.
  - Comprehensive Bibliography: Detailed listings of novels, poetry, and essays.
Colson Whitehead
https://www.colsonwhitehead.com
- Why It Works:
  - Visual Identity: Bold typography and sharp images.
  - Intuitive Layout: Easy navigation for events, contact, and press.
  - Engagement Channels: Social media and newsletter links.
Stephen King
https://www.stephenking.com
- Why It Works:
  - Extensive Content for Fans: Chronology of works and discussion forums.
  - Multi-Platform Links: Audio clips, movies, and merchandise.
  - News and Updates: Regular posts keep the site fresh.
Roxane Gay
https://www.roxanegay.com
- Why It Works:
  - Personal Connection: Candid essays and reflections.
  - Media Integration: Links to podcasts, columns, and interviews.
  - Accessibility: Thoughtful design and easy navigation.
John Green
https://www.johngreenbooks.com
- Why It Works:
  - Youthful Appeal: Bright, playful visuals.
  - Community and Interaction: Links to YouTube, forums, and social media.
  - Transparent Updates: Announcements on books, tours, and charities.
Brandon Sanderson
https://www.brandonsanderson.com
- Why It Works:
  - Fan-Focused Approach: Book timelines and project progress bars.
  - Community and Engagement: Forums and newsletter sign-ups.
  - Rich Extras: Annotations, reading orders, and behind-the-scenes content.
Chimamanda Ngozi Adichie
http://www.chimamanda.com
- Why It Works:
  - Clean, Sophisticated Design: Minimalist layout.
  - Multimedia Integration: TED Talks, interviews, and essays.
  - Global Perspective: International media coverage and event listings.
James Patterson
https://www.jamespatterson.com
- Why It Works:
  - Comprehensive Book Listings: Organized by series and audience.
  - Interactive Elements: Contests and reading group guides.
  - Frequent Updates: News on books, adaptations, and initiatives.
Dan Brown
https://danbrown.com
- Why It Works:
  - Thematic Cohesion: Sleek design reflecting mystery and intrigue.
  - Engaging Media: Interviews, audio samples, and puzzles.
  - International Accessibility: Multilingual support and global events.
Seth Godin
https://www.sethgodin.com
- Why It Works:
  - Email-Centric Engagement: Newsletter-driven content.
  - Minimalist Design: Clean and uncluttered interface.
  - Consistent, Valuable Content: Short-form blog posts.
Erin Hunter (Warrior Cats)
https://warriorcats.com
- Why It Works:
  - Immersive Universe: Maps, character profiles, and lore.
  - Community Interaction: Forums, fan art, and events.
  - Multi-Platform Appeal: Merchandise, reading guides, and social links.
Rick Riordan
https://rickriordan.com
- Why It Works:
  - Extensive Series Guides: Character lists and reading orders.
  - Reader Engagement: Blogs and event announcements.
  - Family-Friendly Design: Reflecting his adventurous stories.
Sarah J. Maas
https://www.sarahjmaas.com
- Why It Works:
  - Visually Striking Interface: Elegant, fantasy-inspired imagery.
  - Clear Book Listings and Extras: Reading orders and merchandise links.
  - Strong Social Integration: Email and social media sign-ups.
J.K. Rowling
https://www.jkrowling.com
- Why It Works:
  - Organized, Accessible Content: News, FAQs, and project updates.
  - Strong Brand Connection: Links to Wizarding World and thematic imagery.
  - Multi-Platform Ecosystem: Pottermore, social channels, and merchandise.
Diana Gabaldon
https://www.dianagabaldon.com
- Why It Works:
  - Behind-the-Scenes Insights: Notes on research and writing.
  - Q&A and Essays: Personal essays and FAQs.
  - Engaging Fan Community: Inspiration for readers and writers.
Nora Roberts
https://www.noraroberts.com
- Why It Works:
  - Author Branding: Professional site reflecting her work.
  - Organized Bibliography: Comprehensive series information.
  - Reader Engagement: Announcements and events.
Claire Keegan
https://www.clairekeegan.com
- Why It Works:
  - Literary Focus: Emphasizing quality over quantity.
  - Simplicity & Elegance: Minimalist design.
  - Insight into Craft: Interviews and event listings.
Stephenie Meyer
http://www.stepheniemeyer.com
- Why It Works:
  - Global Branding: Showcasing Twilight and spin-off projects.
  - Fan Engagement: FAQs and multimedia.
  - Adaptation Insights: Leveraging film adaptations.
Colleen Hoover
https://www.colleenhoover.com
- Why It Works:
  - Contemporary Appeal: Vibrant, modern visuals.
  - Reader-Centric Approach: Personal connections through guides and events.
  - Social Media Integration: Highlighting active interaction.
Hugh Howey
https://www.hughhowey.com
- Why It Works:
  - Behind-the-scenes insights into his writing process.
  - Engages readers through exclusive updates.
  - Fosters community and excitement.
Mark Dawson
https://www.markjdawson.com
- Why It Works:
  - Reader acquisition through free content and newsletter integration.
  - Includes resources for indie authors.
  - A professional, resource-rich site.
Bella Andre
https://www.bellaandre.com
- Why It Works:
  - Early access to books and exclusive updates.
  - Romance-centric design.
  - Focuses on fan engagement.
Tim Ferriss
https://tim.blog
- Why It Works:
  - Valuable content like experiments and exclusive podcasts.
  - Minimalist design aligns with his productivity brand.
  - Practical resources hub.
David Gaughran
https://davidgaughran.com
- Why It Works:
  - Actionable advice for indie authors.
  - Free resources and community engagement.
  - Trusted, educational platform.
James Clear
https://jamesclear.com
- Why It Works:
  - Habit-building content aligned with his brand.
  - Results-focused site.
  - Weekly updates mirror email value.
Rachel Hollis
https://msrachelhollis.com
- Why It Works:
  - Motivational content and event updates.
  - Bright, approachable design.
  - Fosters inspiration and community.
Michael Hyatt
https://michaelhyatt.com
- Why It Works:
  - Productivity and leadership content.
  - Tools for time management and growth.
  - Professional coaching platform.
Marie Forleo
https://www.marieforleo.com
- Why It Works:
  - Creativity and business advice.
  - Offers courses and tools like B-School.
  - Resource-rich platform for entrepreneurs.
Elizabeth Gilbert
https://www.elizabethgilbert.com
- Why It Works:
  - Inspirational and personal storytelling.
  - Updates, essays, and resources.
  - Fosters intimacy and creativity.
Ryan Holiday
https://ryanholiday.net
- Why It Works:
  - Reflects Stoic themes with daily wisdom.
  - Minimalist design.
  - Results-driven platform.
Gretchen Rubin
https://gretchenrubin.com
- Why It Works:
  - Happiness tips and podcast updates.
  - Practical tools for growth.
  - User-friendly positivity hub.
Jeff Goins
https://goinswriter.com
- Why It Works:
  - Resources for writers.
  - Tools for creative professionals.
  - Value-driven site.
Lisa See
https://www.lisasee.com
- Why It Works:
  - Insights into research and writing.
  - Elegant design for historical fiction fans.
  - Deepens reader connections.

What Have We Learned?

Here is what all of these websites have in common. I’m linking you back over to the “Author Websites” page so you can see a comprehensive list of website resources we’ve created over the years. Because there are just so, so many.

1. Brand Consistency and Aesthetics:
Your site’s visuals—colors, fonts, imagery—should mirror the tone, style, and themes of your writing. A cohesive brand identity instantly welcomes visitors into your narrative world, enhancing recognition and trust.

2. User-Friendly Navigation:
Keep layouts simple and intuitive. Clear menus, search functions, and logical organization ensure readers can quickly find books, event details, media appearances, or contact information without feeling overwhelmed.

3. Rich, Updated Content and Email Signups:
Fresh content (blog posts, interviews, event announcements) encourages repeat visits. Offer an email signup option for newsletters and release alerts, giving readers a convenient way to stay informed. Embedding social media feeds and podcasts keeps your site dynamic and further signals that you value ongoing engagement.

4. Comprehensive Bibliography and Engaging Extras:
Present a detailed, organized list of works with summaries, excerpts, purchase links, and related resources. Enhance the reader experience with reading guides, behind-the-scenes notes, and interactive elements like quizzes or puzzles to draw visitors deeper into your literary universe.

5. Interactivity, Community Building, and Global Reach:
Foster a sense of community and inclusivity. Offer Q&A sessions, comment sections, forums, and multilingual support. Highlight international events, press coverage, and encourage readers from diverse backgrounds to participate—turning your site into a global meeting place for fans and followers.

6. Multimedia Elements:
Integrate videos, audio interviews, high-resolution book covers, and embedded media appearances. An immersive multimedia environment appeals to various learning styles and engages visitors longer, strengthening their connection to your work.

These combined principles offer a comprehensive framework for creating an engaging, reader-friendly, and globally appealing author website. By applying these principles—anchored by a strong brand identity, intuitive navigation, updated content, a compelling bibliography, interactive community features, multimedia elements, and strategic email signups—you can craft an author website that not only stands out visually and functionally but also builds lasting relationships with readers around the world.

Book Marketing

What’s An Author Platform Anyway? A Quick Overview

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Authors come to me many times frustrated and confused over this concept of ‘author platform.’ I felt the same way before I learned to market my books, so I’ll break it down here with a brief explanation. In future articles, I’ll discuss each component in much more detail.

Before your book ever hits the shelves—or even lands in an agent’s inbox—it’s crucial to have an organized author platform in place. Think of it like laying a solid foundation before you build a house. When you have an email list, a well-structured website, and an engaging social media presence all set up ahead of time, you’re giving agents, publishers, and readers confidence that you’re serious about your writing career—and that your book will find an eager audience. It also means that once your manuscript is ready to share, you can hit the ground running with promotions, newsletters, and social posts that already reach people who care about what you’re doing. In short, getting your platform organized early shows you’re not just creating a story—you’re creating a sustainable ecosystem that will help your book thrive.

1. Brand Identity

Why it’s #1: Your brand is the cohesive “voice” and visual style that ties everything together. It helps readers instantly recognize you—whether they land on your website, see your posts on social media, or come across your Amazon author page. Even if you just start with something like a great photo and a nice color palette you can extend over all of your website and socials, something is better than nothing here. You just want to look like you’re together and are taking your writing career seriously.

2. Email List & Newsletter

The Direct Line: Having a mailing list lets you bypass social media algorithms. You can share announcements, book previews, or behind-the-scenes goodies with people who genuinely want to hear from you. A reader magnet (like a free short story) can be a great way to entice signups. Read more (so, so much more) about that here.

3. Author Website/Blog

Your Home Base: This is where you showcase your books, author bio, and news—often the first place readers will visit to learn more about you.

4. Social Media Profiles

Community Building: Platforms like Instagram, TikTok, X (formerly Twitter), Facebook, or LinkedIn give you a way to interact with readers and fellow writers in real-time. See my article about my “all, then one” strategy before you get overwhelmed and send me a message that there’s “NO POSSIBLE WAY YOU CAN DO ALL OF THIS AND STILL WRITE BOOKS OMG.”

5. Presence on Book Sites

Key Platforms:
- Amazon Author Central: Make sure your profile is up-to-date with a bio, photos, and links to your titles.
- Goodreads: Engage with the reading community, collect reviews, and run giveaways.
- BookBub: Build a following so readers get notifications about deals and new releases.
- Other platforms like Barnes & Noble, Apple Books, and Kobo, depending on your distribution.

6. Published Work & Guest Appearances

Proving Expertise: Articles, interviews, or guest posts on other websites, podcasts, or blogs boost your visibility and credibility.

7. Events & Speaking Engagements

Face-to-Face Connections: Book signings, readings (in-person or virtual), and workshops let you connect with readers on a personal level.

8. Networking & Collaborations

Cross-Promotion: Building relationships with other authors, industry pros, and influencers opens doors to new audiences.

9. Media & Publicity

Getting the Word Out: Podcast interviews, news features, and press releases introduce you to readers who might not have heard of you otherwise.

10. Consistent Engagement

Staying Top-of-Mind: Regularly interact with your audience—whether through social media updates, blog posts, or newsletters—so your name and work remain fresh in their minds.

Book Marketing

Using Music To Promote Your Book

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How readers find books has changed dramatically in today’s digital, mobile, social world. One recent study indicated that consumers now discover books in up to forty-four different ways! With this in mind, I want you to think about introducing readers to your work through music.

Why music? It’s a fun, creative, new medium that introduces you and your writing to an entirely different community of potential readers. To show you how and why it’s done, here are three authors who are introducing readers to their work through music:

Ed Hancox, author of Iceland, Defrosted – Ed is the author who first put music playlists on my book-promotion radar. His non-fiction travel book about his passion for the people, places and music of Iceland, has a truly unique playlist that he created using Soundcloud. Not only was his soundtrack one of the creative tools that helped push Ed’s book to the top of the Amazon bestseller list for books about Iceland, but it made book promotion an extension of his creative process. Here’s how Ed describes the experience: “I really enjoyed doing it. It was like making a cassette tape for a friend in the 1990’s. I then shared it with everyone. The response was amazing! People from all over the globe got in touch to tell me how much they enjoyed it.” Ed’s “how to” article about how he made his playlist for Iceland, Defrosted is worth a read.

Susan Rodgers, author of the Drifters novels – Susan has just begun creating a playlist for her books, which are in the women’s fiction and romance genres. Her lead character, Jessie Wheeler, is a singer and songwriter. The title of each book in the series is a signature song within that book. “All along I’ve known what Jessie’s ‘music’ voice sounds like,” says Susan. “But it wasn’t until a serendipitous find online led me to Eva Cassidy that it hit me how clearly Eva’s style and voice reflected what I’ve been hearing in my head. She just fit as Jessie’s voice. Sarah McLachlan’s Wintersong also inspired me.” These are a few of the songs Susan will be adding to her playlist. She’s exploring Bandcamp to host the soundtrack she’s creating.

Roz Morris, author of My Memories of a Future Life – As in Susan’s book, the character in Roz’s award-winning novel is also a musician. However, Roz has taken a very different approach to music and writing. Her blog project, “The Undercover Soundtrack,” has become a popular place for writers to discuss how music influences their creative process. If you listen to music while you write, that’s a playlist worth sharing with your readers as well.

There are so many ways authors can use music to introduce readers to their writing. As you can see from the three examples here, making a music playlist doesn’t “feel” like your typical book promotion project. Rather, it’s fun and imaginative. That creative energy and enthusiasm conveys to readers and encourages them to engage with you and your work. Ultimately, that’s what effective book promotion is all about.

How have you used music as an author? I’d love to hear your ideas.

Kathy Meis is founder and president of the social book discovery platform Bublish. She is a professional writer, editor and editorial manager with more than twenty years of experience in the media and publishing industries. Kathy was also a founding editor of Forbes MediaCritic and is a founding partner of PubSmart, a new author-centric publishing conference being held in Charleston, South Carolina this spring. She ghostwrites business books and is a frequent blogger on the subject of book promotion, author branding, social media and discoverability. In 2012, Kathy won the People’s Choice Award at the Startup Showcase at O’Reilly’s Tools of Change Publishing Conference.