Most Authors Get It Wrong Online

Evan Swensen
January 24, 2025

In a world where stories unfold on the page and across screens, building an online presence is no longer optional for authors—it’s essential. Whether you’re an established novelist or a debut indie writer, the digital world holds the potential to connect with readers, amplify your message, and solidify your brand. But let’s address the elephant in the room: despite best efforts, many authors fail to see meaningful results from their online endeavors. Why? Because they’re following a flawed blueprint—a misstep repeated by countless others.

Let’s explore why an online presence matters, why most efforts fall flat, and how you can chart a unique path to build your brand effectively.

The Necessity of an Online Presence

Imagine this: a reader stumbles across your book in a store or online. Intrigued, they search for your name, hoping to find out more about you. What happens if their search yields nothing? That fleeting interest fades, with it, the potential for connection, loyalty, and a lifelong fan.

Having an online presence ensures that your readers have somewhere to go to:

Discover More About You: An author website, blog, or social media profile is a digital home for your story, values, and upcoming projects.
Engage Beyond the Book: Readers crave connection. You can share insights into your writing process, respond to questions, and foster a sense of community through blogs, newsletters, or social media updates.
Sell More Books: Let’s not shy away from the practical side—a strong online presence drives sales by making it easy for readers to find, purchase, and recommend your work.
Build Your Brand: Your online presence is the cornerstone of your brand. It’s where readers can see what you stand for, why you write, and how your stories reflect your unique voice.

Why Most Online Efforts Fail

Despite these advantages, most authors’ online strategies don’t work. Why? Because they’re built on imitation rather than innovation.

Following the Wrong Blueprint

Many authors assume that success lies in doing what others are doing. They churn out generic content:

Endless “Buy my book” posts.
Bland photos of coffee cups and keyboards.
Surface-level interactions with followers.

What happens next? Their content blends into the noise, leaving readers unengaged and uninspired.

Neglecting Authenticity

Readers can spot inauthenticity a mile away. The effort feels hollow when authors post just for the sake of posting, without sharing something genuine or meaningful. Connection requires vulnerability, personality, and a sense of who you are beyond the pages of your books.

Focusing on Quantity Over Quality

The pressure to be everywhere at once—Twitter, Instagram, TikTok, Facebook, YouTube—spreads authors too thin. Instead of excelling on one or two platforms, they produce mediocre content across many.

Why Doing What Everyone Else Does Won’t Work

The fundamental issue is this: if you’re copying what others are doing, you’re chasing someone else’s audience. Worse, you’re trying to mimic strategies that likely weren’t designed for your genre, style, or personal strengths. It’s like trying to force-fit a square peg into a round hole.

Your readers aren’t looking for the same cookie-cutter content from every author. They’re looking for something unique. They want you.

How to Build Your Brand the Right Way

Here’s the good news: you can break free from the cycle of imitation and create an online presence that truly reflects your brand. Here’s how:

Know Your Audience

Start by understanding who your readers are. What do they care about? What questions do they have? If you write cozy mysteries, your audience might love behind-the-scenes peeks into your research. If you pen sci-fi epics, they might be drawn to your world-building insights.

Lean Into Authenticity

Be unapologetically yourself. Share your inspirations, struggles, and even the quirky habits fueling your writing process. Authenticity fosters trust, and trust builds loyalty.

Choose the Right Platforms

You don’t need to be everywhere. Instead, pick one or two platforms where your audience is most active. Use those spaces to connect deeply and meaningfully.

Create Value-Driven Content

Instead of constant self-promotion, focus on providing value. Here are a few ideas:

Educate: Share writing tips or lessons learned.
Inspire: Post motivational quotes or personal anecdotes.
Entertain: Create posts that reflect your books’ humor, drama, or intrigue.

Engage Consistently

Consistency is more important than frequency. Whether posting once a week or sending a monthly newsletter, stick to a schedule that works for you.

Experiment and Adapt

Try new things. Host a live Q&A, start a blog series, or collaborate with fellow authors. Pay attention to what resonates with your audience and adjust accordingly.

Conclusion: Your Unique Voice Is Your Superpower

Building an online presence isn’t about following the latest trends or mimicking others. It’s about showing up as your authentic self and connecting with readers who resonate with your unique voice. Your online presence isn’t just a marketing tool—it’s an extension of your story.

So, step away from the cookie-cutter strategies. Dare to be different. Your readers are waiting to discover your books and the person behind them. Make sure they find you.

Side Note: Meet Ron Rabe

As a side note to the ideas shared in this story, I want to spotlight Ron Rabe. Since July 2020, Ron has worked for Publication Consultants and some of our authors to help create an enjoyable and effective online presence. His approach is straightforward, practical, and designed to make a difference where it matters most—meaningfully connecting authors with their readers.

Ron doesn’t rely on cookie-cutter solutions. Instead, he tailors every marketing plan to highlight the author’s unique voice and goals. Whether it’s crafting engaging social media posts, building email lists, or developing newsletters that readers look forward to, Ron’s strategies focus on authenticity and results. He even handles the nitty-gritty, like analytics and campaign management, so authors can spend more time doing what they love—writing.

Here’s the best part: Ron’s dedicated services are within your budget, making professional support accessible to any author. Ron is your guy if you’re looking for someone to help you navigate the complexities of building an online presence. He’s not just skilled; he’s reliable, creative, and passionate about helping authors succeed.

Reach out to Ron directly at ronrabe0905@gmail.com to get started. If this sounds like what you need, don’t hesitate to connect—you’ll be glad you did.