Marketing a book feels like an entirely different skill set than writing one—and that’s because it is. Many authors struggle with marketing, not because they aren’t capable, but because it requires a shift in mindset.

Why Is Marketing So Hard for Authors?

One or all of these may play a part in the issue:

1️⃣ You’re Too Close to Your Book
You’ve poured your heart into your book, so it’s hard to step back and see it from a reader’s perspective. You might think, “Everyone will love this!” but readers need a clear reason to pick up your book instead of the thousands of others available (See next week's blog: What Sets Profitable Books Apart).

2️⃣ You Expect Instant Results
Marketing is a long game. New authors often believe that posting once or running a single ad should lead to immediate sales. The truth? Readers need multiple touchpoints before they decide to buy.

3️⃣ You Don’t Have a Clear Strategy
Posting randomly on social media or running ads without a plan won’t work. Without a targeted strategy, your efforts won’t lead to consistent book sales.

4️⃣ You’re Relying Too Much on Social Media
Social media is a great tool, but it shouldn’t be your only strategy. Relying solely on Instagram or Facebook means you’re missing out on other powerful marketing avenues.

What Actually Works?

✔ Build an Email List
Your social media followers don’t belong to you—your email list does. A strong email list allows you to market directly to readers who are already interested in your books. How do you get them to join your list? Offer a reader magnet in exchange for their email address. A reader magnet means a short story, behind the scenes info, or something exclusive related to your story. 

✔ Use Reader-Focused Messaging
Instead of saying, “Check out my book!” focus on why your book is worth reading. What problem does it solve? What emotions does it evoke? Readers need a reason to care. 

✅ What to Say Instead:
What would you do if the one person who protected you your whole life asked you to betray them? Then give them a reworked portion of the blurb.

From my book: Fifteen-year-old Harry has never known safety—only survival. But when she’s forced into a home that offers the warmth she’s never had, she has to decide: betray them to protect herself or risk everything for a life she never thought she deserved.

This approach creates intrigue, evokes emotion, and focuses on the reader’s experience rather than just announcing the book's existence.

✔ Leverage Book Promotion Sites
Websites like BookBub, Fussy Librarian, and Bargain Booksy put your book in front of readers who are actively looking for their next read. There is a small fee, but it's worth it if utilized correctly.

✔ Be Consistent
Marketing isn’t a one-time effort. Show up consistently—whether that’s through your email list, social media, or partnerships with other authors.

✔ Write the Next Book
The best book marketing strategy? Write more books. A single book is hard to market, but multiple books give readers more ways to discover you.

Marketing doesn’t have to be overwhelming, but it does take time, patience, and a willingness to learn. Start with small, intentional steps, and focus on what actually moves the needle.

Want more guidance on book marketing?  Check out Write and Market Like a Best-selling Author mini-course. Then, join our WPL Club community on Facebook and ask questions.