Now, Let’s Talk Promotion

 

A hard truth every writer eventually faces: Even the best books don’t sell themselves. It’s a lesson that lands differently depending on where you are in your writing career—like realizing that simply baking a great pie doesn’t mean people will show up to buy it. They need to know it exists, trust it’s worth their time, and feel compelled to pick it up.

Ignoring marketing is like whispering in a hurricane. No one hears you.

Book marketing isn’t about shouting the loudest. It’s about creating connections, telling a compelling story beyond the pages of your book, and positioning yourself where readers can find you.

Or, as I like to say, “Books don’t sell books. Authors sell books.”

Let’s talk about how to do that.

  1. Build an Author Platform—Before You Need It

Many writers think marketing starts when the book is done. That’s a mistake. Building an author platform—your digital and social presence—should begin long before your book launches.

Your platform is the ecosystem supporting your book. It’s the blog posts, the social media presence, the email list, and the relationships you build with readers and industry professionals. The goal isn’t to become an influencer; it’s to create a space where people trust you, follow your journey, and want to support your work.

The best platforms aren’t built on relentless self-promotion but on engagement. Instead of shouting, “Buy my book!” at every opportunity, talk about the ideas inspiring your writing. Share behind-the-scenes stories. Provide value to your audience—whether that’s through humor, education, or insight.

Consider authors like James Clear (Atomic Habits), who built a loyal following through consistent, valuable content before his book ever hit shelves. He didn’t just market a book—he created a movement around its ideas.

And here’s the real game-changer: If you only focus on selling your book, you’ll have to start from scratch every time you release a new one. But if you build a platform, you’ll have an audience of book buyers eagerly awaiting your next book.

You don’t need millions of followers. You need engaged ones.

  1. Social Media Is a Tool, Not a Megaphone

Some authors treat social media like a billboard—constant ads for their books with no engagement. Others avoid it altogether, convinced it’s a waste of time. The truth lies somewhere in between.

Social media is most effective when it fosters conversation. Instead of just posting links to your book, try:

  • Sharing your writing process and struggles
  • Asking your audience for input on cover designs or titles
  • Engaging with other authors and readers in your genre
  • Posting content that aligns with your book’s themes

The key is consistency. A dormant profile won’t do much for you, but an engaged one—where you show up regularly, respond to comments, and participate in discussions—creates opportunities.

And remember: Different platforms serve different audiences. Instagram and TikTok thrive on visual storytelling, while Twitter (now X) is great for quick insights and engagement. Facebook groups, on the other hand, can be goldmines for connecting with niche reading communities.

  1. Treat Your Book Launch Like an Event, Not an Afterthought

A book launch isn’t just a release date—it’s a strategy. Too often, authors publish their books and then scramble to figure out how to get people to notice. Instead, plan ahead.

Here are a few key steps:

  • Advance Readers: Send copies to early readers, bloggers, and influencers who can help spread the word.
  • Launch Team: Recruit a small group of dedicated readers who will review, share, and discuss your book upon release.
  • Email List: If you don’t have one, start now. Your email list is one of the most direct and valuable marketing tools.
  • Media Outreach: Pitch your book to relevant podcasts, book clubs, and blogs. Even a few well-placed mentions can create momentum.

Think of your book launch as a premiere. Build anticipation, create excitement, and make readers feel part of something bigger.

And here’s something almost more important than selling books at your book launch or author signings: Obtaining email addresses.

Your book may sell today, but the real goldmine is in direct contact with potential readers. Collect email addresses from everyone—those who buy your book and those you have a conversation with. Why? Because an email list allows you to stay connected long after the event ends, giving you a direct way to let readers know when your next book is out, when you’re doing another signing, or when you have something valuable to share.

A book sale is a one-time transaction. An email address is a long-term relationship.

  1. Leverage Reviews and Word-of-Mouth Marketing

Nothing sells books like other people talking about them. Reviews matter—on Amazon, Goodreads, and social media. They provide social proof and increase discoverability.

Encourage your readers to leave reviews by:

  • Including a request in the back of your book
  • Sending a follow-up email to early buyers
  • Offering small incentives (bonus content, shoutouts, or exclusive access)

And don’t underestimate the power of community. If you can get your book into the hands of people who genuinely love it, they will do more for you than any ad campaign ever could.

Final Thoughts: Your Book Deserves an Audience

Book marketing isn’t about tricking people into buying something. It’s about helping the right readers find the stories that resonate with them.

It takes work. It requires stepping outside your comfort zone. But if you believe in your book and know it has value, then you owe it the chance to be seen.

Because great books don’t just deserve to be written—they deserve to be read.

And if you’re looking for a community of authors who understand this—who know that writing is only part of the journey—consider joining Author Masterminds. Author Masterminds is more than just a group—it’s a gathering of authors who know their words can shape minds, shift perspectives, and maybe even change the world. If you’re serious about writing, honing your craft, and finding readers who care about your words, this is where you belong.

Email me at evan@publicationconsultants.com if you’re interested in learning more.

Because remember: Books don’t sell books. Authors sell books.

Author Masterminds—Where Purpose, Power,
Passion, and Partnership Produce Possibilities.

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