Thirty Ways to Promote Your Book

Depending on where you are on your writing journey, you may be finding out that writing your book is just the beginning of your journey as a writer. Finishing a book is a huge accomplishment, requiring significant time, energy, focus, and love. Job number one in a writer’s life is getting that darned book finished, polished, and then out into the world. But the reality in today’s market, whether you publish traditionally, use a hybrid publisher, or publish independently (Self Publish), you as the writer will have to get involved in spreading the word so that readers can find your book.

Yes, I’m talking about marketing and promotion. Even if you’re with a big publishing house, it’s rare these days to get a ton of budget or support for your book’s promotion, especially if you’re new on the scene. This comes as a shock for many new writers, who’ve watched umpteen Hollywood movies depicting huge book tours and lines down the block assembled to meet an author. The reality is more like calling around to see if bookstores will let you do a signing, and then wiling away hours, hoping that shoppers will stop to talk. 

Many writers find the idea of marketing their books terrifying, thinking that dancing on social media, or spending a fortune on ads and hoping for the best are the only options to get potential readers’ attention.

“But Suzy…” I hear from writers when I ask what their plan is for marketing. “I hate public speaking, and I see you doing it but it’s just not for me.”

The good news? You don’t have to do any of the things I do. There are dozens of other options.  With my background in building businesses, I’ve always been fascinated with how writers promote themselves and their books, and jump at every chance I get to find out what’s working for writers I meet, and what isn’t. As a result, over the years I’ve personally tried dozens of strategies to reach readers – some that worked, and some that didn’t. I’ve also worked with hundreds of writers who are successfully marketing their books, each with their own special flair.

What Do All These Successful Authors Have in Common?

1. They play to their own interests and strengths. What I love to do may not be your cup of tea—so don’t do it! If speaking and teaching in front of crowds, or talking with strangers is your kryptonite, find another way. You can use your written words to reach audiences by blogging, writing articles, or simply sharing your writing in creative places.  
2. They don’t spread themselves too thin. Pick one or two areas to focus on, and go deep, learning everything you can and giving it your all. If you choose to learn the art of promoting yourself and books using online ads and you focus your energy there, you’ll eventually get great at it. If you start a social media account or a blog on a topic related to your book and post regular content, you’ll attract a community of readers who might be interested in your book. If you try to do all the things, you’ll exhaust yourself, and you will see fewer results, making you wonder if all the hype about “marketing” is worth it.
3. They show up consistently. Once you’ve found a strategy you enjoy and can sustain over time without burning out, do it consistently. These days, I focus on just two things: my Inspired Writing Newsletter for writers, and my Show, Don’t Tell Writing podcast. These are both free weekly content and have grown my community to over 12,000 amazing writers. When you’re first starting out, choose one thing you can do regularly, whether it’s monthly, biweekly, or weekly, and show up consistently. Resist making excuses, or giving up too soon. Over time, your audience will build.
4. They show up as “themselves” when they interact with readers. Don’t be afraid to let your freak flag fly, whether that’s your obsession with Hot Wheels collectibles, poetry, or your relentless pursuit of perfect grammar. The biggest mistake I see writers make is trying to make all their communications with potential audiences so formal that their Voice and Point of View are missing. Readers are interested in knowing what their favorite writers are really like. And the bonus? Being yourself is much easier to sustain over time than trying to be who you think others expect you to be.
5. They promote year-round, not just when they have a new book coming out. Even if you haven’t published your first book yet, the time to start building your author platform to promote your books is now. Get your feet wet as soon as you can, and try things out. It might take you a minute to learn which strategies give you the most joy and result in meaningful interactions with potential readers. But start somewhere. If you have 12 people in your audience waiting for your book when it comes out, that’s better than zero. 

As you explore your options to promote your books and find readers, you’re building a creative life for yourself. The best part is that you get to be creative about what that looks like. By all means, gather inspiration by watching and learning from writers you admire. But don’t try to emulate what they’re doing exactly, or marketing will feel like a chore, and you’ll quit. Instead, notice what those writers are doing that looks doable for you, and what feels exciting for you to try—and then try it.

Not Sure Where to Start?

I’ve compiled this list of 30 Ways to Promote Your Book, along with some thoughts on how I’ve seen each of them successfully implemented. I guarantee there’s at least one on this list that will fit your writing goals, your personality, and your available time for building up your public presence as a writer.

Enjoy!