A post by editor Emily Laughridge
You wrote the book, read and edited it approximately five billion times, took care of allllll the other tasks that come with getting a book ready for readers, and finally hit the “Publish” button. Congratulations! The end, right?
We can’t forget to actually tell people about the book. Which, for some authors, might be more difficult than writing the manuscript itself.
Marketing can be seen as a dirty, dreaded word—but it is a necessary evil if you’d like people to pay for and read your books.
After all, how can they read a book they don’t know about? Are you ready to grow your readership and market your books using strategies that won’t break the bank? Some of the simplest and most direct marketing tools are free, so let’s go!
If you have access to the interwebs, you can create social media accounts as author-you. From there, you can tell people whatever you’d like. Variety tends to work well on social media–a mix of peeks at your personality, engagement questions, and book-related content can strike a nice balance.
When we’re talking about marketing a specific book, including snippets or teaser lines is a good idea. Draw people in with a hook/tropes/microtropes that you’ve included in your manuscript. (If you don’t know what those are, you can learn all about them in T. Taylor’s “7 Figure Fiction.”) Share behind-the-scenes views of your writing process. Let them celebrate with you when you hit a writing deadline or goal—and maybe let them know if you’ve missed one too. We’re all human, after all, and we want to engage with people we find relatable.
Your followers are there because they want to hear from you as a person—so let them get those peeks.
Next up is your newsletter! We’re fans of Mailerlite. You can use their platform for free up to 1000 subscribers. This is an awesome way to connect with your existing readers. You have access directly to their email inbox and aren’t relying on an algorithm to show your post to the right people. When you’ve got a book on sale or have a new release, these are people who’ve already chosen to support you. Let them know what’s happening with your books! If you’d like a peek inside Mailerlite without creating an account, Editor Jess did a virtual walkthrough that you can find here.
Still feeling uncomfortable about sharing your own book?
We get it—self-promotion can be tough.
Let me ask you a question: Do you feel the same way about sharing other peoples’ books? (I have a hunch the answer is no.)
If you’re comfortable sharing books for your friends and other authors, ask them to do the same for you! Swap book information and post on social media promoting each other. That’s a two-for-one swing—you’re not self-promoting and your book’s being shown to a new audience. If you have a writing friend that’s in the same boat with self-promo, maybe take a coworking hour or two and write promotional content for each other to post. #buddysystem
In case you’re still hesitant to shout about your book from the rooftops, here’s a mental exercise for you. Close your eyes (after you finish reading the question, and then don’t forget to open them again after you answer!). Imagine the worst outcome from telling the world about your book. Truly, what’s the worst that can happen? If we’re being honest with ourselves, the answer is probably “not much.” Not everyone will be interested in your book. Not everyone will be your ideal reader. And you know what? That’s okay.
By putting yourself out there, you’ve got a way better shot at finding the people who actually are your readers than if you never said anything at all.
Here at HEA Author Services, we’re resources people. If you’d like to learn more about the early stages of marketing your books, check out Newsletter Ninja by Tammi Labrecque and David Gaughran’s Let’s Get Publishing series.
Marketing may seem daunting, but it’s an essential step in reaching your audience. By sharing your book, you’re not just selling a product—you’re inviting readers into a world you’ve created, making connections with them, and finding your readership.