Greetings, hopeful authors! As a small publisher with decades of experience (and far more stories than there are plots in a Pynchon novel), we're here to help you navigate the treacherous waters of self-publishing. Take your book from the dusty shelves of anonymity to the bright spotlight of bestseller lists, with a few important tips.
Well, at least that’s the ultimate goal—and we’ll get you a few steps closer, anyway….
1. Know Your Audience: Like, Really Know Them
Imagine buying a cute hat from a magazine only to realize, after you put it on, that you look nothing like the model who wore it in the advertisement. The kids call this a “Bought it from Wish.com” moment—where reality absolutely does not meet expectation.
The hat should fit the head, so to speak. Don't market your book to the wrong buyers.
Find out exactly who wants to read your story. Where does it fit? Is your reader a night owl or a rainy-day type who likes history and biographies? Perhaps they are an entrepreneur looking for an inspiring tale to encourage them toward success. Or are you writing for someone who appreciates a beautiful coffee-table book?
Understanding your audience is the first step in crafting a marketing strategy. If you don’t know who you’re marketing to, it’s hard to find the right language and angles to use.
2. Get Social, But Do So Wisely
Love it or hate it, it’s nearly impossible to market a book without using social media at this point, regardless of the age of your readers. And why would you even try? Marketing is an uphill battle already, and ignoring social media just shuts the door on potentially thousands, if not tens of thousands of readers. Social media is the modern town square, a place where news travels at the speed of light and reputations are made or broken in the time it takes to refresh a feed.
It’s a fantastic marketing tool. So be smart.
Learn how to use social media or find someone who can. Choose platforms where your readers hang out. If you're writing for a YA audience for example, TikTok might be your battlefield. Is your book about retirement planning, or history, or filled with business stories? Facebook could be your gold mine. Do you have a lot of pictures and art to share? Instagram and Pinterest are image wonderlands.
People still love to hear about books—they’re just doing so in different places.
And remember, engagement is queen. Chat, respond, and interact with your audience. Don't just shout into the void. Readers love authors who are approachable and interested in them.
3. The Power of a Good Email List
While some might consider email an ancient tech relic in comparison to social media (the digital version of Morse code and smoke signals), research shows that it remains an effective marketing tool. It allows you to personalize messages in ways that social media can’t quite equal. So start building your email address list early, even before your book is published. Offer a sneak peek, a glimpse into your publishing journey, or a free chapter, or a custom digital wallpaper in exchange for email addresses. Then, nurture that list.
But remember, these folks have invited you into their inbox—so don't make them regret it. Keep their interest, but don’t inundate them with mailings. A well-timed and well-written newsletter once a month or so can work wonders.
Especially if it's packed with insider info, discounts, book tour dates, or even the occasional dad joke.
4. Reviews, Reviews, Reviews
Imagine you’re trying to sell a potion in a medieval market. Wouldn’t it be great if everyone who tried it yelled, “By Merlin’s beard, it works!” Your shop would be filled with customers. And that's what reviews do for your book.
Real readers with real opinions absolutely sell books for you—and you don’t have to hope that the New York Times or the Washington Post will review your book to get this benefit. Book reviews happen all the time, and it’s one of the major uses for social media and cataloging sites like Goodreads.
Give away copies of your books in exchange for social media reviews. Let excited readers do the advertising for you. Authors do it all the time because it works!
5. Creative Launches and Events
Book launches don't have to be as dull as a tax seminar. Get creative. Host a themed event that matches the setting of your book. Is it a thrilling spy novel? Try a secret-agent-style scavenger hunt. Are you publishing a romantic biography set in the early 1900s? How about a Flapper-themed launch party? The varieties here are endless.
And engage local bookstores, libraries, or cafes for your launch to help capture the market. Call local press members and create a buzz for the event beforehand. Bookstores and libraries love the publicity and they can often help you generate great ideas for your launch. Just ask them!
6. Leverage Traditional Media and Community Involvement
While the digital world buzzes with new marketing tactics and approaches, community visibility and traditional media both remain powerful tools—particularly for an older demographic. Not everyone is on their smartphones scrolling through feeds or swiping on apps 24/7. Many people still enjoy flipping through the local newspaper or listening to a community radio station. And they love to read as well. So why not reach out to this audience?
Engage with local newspapers, magazines, and small radio stations that might want to feature your book. These outlets seek fresh local content and are often thrilled to support a hometown author. And consider giving talks or readings at nearby community centers, colleges, libraries, and book clubs too.
These face-to-face interactions not only build a strong grassroots following, but also encourage a groundswell of support for your book in general. And it allows you to connect deeply with readers via a personal touch—an experience that you will enjoy as much as your audience does.
As You Navigate the Marketing Maze—Don’t Go Alone
Whether you choose an all-out digital blitz, a traditional media approach, or some sort of hybrid: don’t do your marketing alone. Team up with other authors or brands for joint promotions that align with your book's theme. This can mean bundle offers, guest blogging on each other’s sites, joint TV/radio interviews, co-hosting real world events, working together to do book tours, and more.
It’s like forming a literary band—only with less drama and no need for a tour bus.
And if all of this sounds overwhelming, just remember: As a small traditional publisher, we have many connections that can help. Whether it’s a marketing guru, publicist, PR firm, media copywriter, a great photographer, or even a fantastic local caterer—just ask. Chances are, we can put you in touch with the right folks who will help give your book wings!
