Book Marketing Basics for Authors
Writing a book is a major undertaking—but getting it into the hands of readers requires a different kind of creativity and persistence. Marketing might feel overwhelming at first, but with a few key strategies, it becomes a manageable and even rewarding part of the author journey.
After all, marketing is just storytelling in another format. You already know how to do that. Whether you're traditionally published or independently releasing your work, a solid marketing plan helps build momentum and grow your readership.
1. Understand Your Audience
Before creating a marketing plan, take time to define your ideal reader. Who is this book for? What other books do they read? Where do they spend time online? The more clearly you understand your audience, the easier it becomes to reach them with intention. Read this blog post for how to create a reader persona.
2. Build an Author Platform
Your author platform is the foundation of your marketing efforts. This includes your website, email list, and social media presence. You don’t need to be everywhere, but you do need to be consistent. Start with one or two platforms where your audience is most active. Use those to share insights about your writing process, behind-the-scenes content, and invitations to engage with your work.
3. Start Early
Marketing works best when it’s built over time. Begin engaging with your audience well before your book is available. This helps build awareness and trust. You might share cover reveals, character introductions, or research insights along the way. When your book launches, your readers will already be invested.
4. Create a Press Kit
Having a press kit ready makes it easy for podcasters, bloggers, and event organizers to promote your work. Include your bio, book synopsis, author photo, sample interview questions, and contact information. Make it downloadable from your website to increase visibility.
5. Leverage Email Marketing
Email remains one of the most effective tools for book promotion. Offer a free chapter, reading guide, or checklist to encourage sign-ups. Then, keep in touch regularly—sharing updates, personal stories, or reader Q&As. This builds a direct connection with your audience and gives you control over how and when you communicate.
6. Plan a Launch Strategy
Your launch doesn’t have to be flashy, but it should be intentional. Choose a few key tactics: a virtual or in-person event, coordinated social media posts, email campaigns, or book giveaways. Encourage early readers to leave reviews, and consider timing guest appearances on podcasts or blogs around your launch window to expand your reach.
7. Engage with Communities
Look for ways to connect with readers and fellow writers. Join book clubs, participate in author panels, or be a guest on writing podcasts. Reach out to local libraries or independent bookstores to inquire about events or readings. Community builds credibility and word-of-mouth momentum.
8. Keep Going After Launch
Marketing isn’t just for launch week. Continue sharing about your book long after it’s released. Repurpose reviews into social media posts, offer limited-time discounts, or pair your book with relevant seasonal or cultural conversations. Staying active keeps your book discoverable for new readers over time.
Marketing doesn’t have to be dreaded and confusing. It’s all about defining the story you are telling about you and your book. Once, you’re clear on that it’s about testing and learning which arenas your readers are hanging out in.
