What Exactly IS Book Marketing?
What exactly is book marketing? And how do you do it as an author? Book marketing is such a vague and encompassing concept. If you’re here reading this, you know that book marketing is part of being a published author. If you’re like many authors I talk to, that phrase can feel... well, a bit vague and maybe even a little overwhelming. What does it really mean? And how on earth are you, the writer, supposed to become a marketing guru overnight?
You might think book marketing is just posting a pretty photo of your finished book on Instagram. And while that's a tiny piece of the puzzle, the truth is, there's so much more to effectively promoting your book and getting it into the hands of readers. Let’s break down what author marketing truly involves.
Where to start with marketing your book
At its core, marketing your book starts with knowing exactly who you wrote it for. It's not just about saying your book is for "everyone" (because let’s be honest, if your book is for everyone, it's for no one!). It's about identifying your ideal reader – understanding who they are, what they care about, and crucially, where they "hang out" (both online and maybe even in person!).
Once you know who they are and where to find them, your next step is to actually show up there. Not just once, but consistently. Why? Because for people to eventually buy your book, they need to know, like, and trust you first. This doesn't happen overnight! It takes time and effort to nurture those relationships and become a familiar, welcome face in their online or in-person spaces.
Think of it like a journey your reader goes on – sometimes called a customer journey or marketing funnel. It’s wide at the top (people who might discover you) and gets narrower as people move closer to buying your book. The "longest" part of this journey is often that crucial phase of building the relationship with your reader so that they know, like, and trust you.
You’ve Found Your Ideal Reader. Now What?
So, what does "showing up" and building relationships actually look like? This is where author marketing starts to encompass a lot of different tasks and projects. It includes everything from:
Deeply understanding your ideal reader and where they spend time online.
Crafting content (like social media posts, blog posts, or emails) that provides value to that audience and shows your expertise related to your book's topic.
Building your author platform – the place where your existing community can keep up with what you’re doing and new people can find you. This can look like an email list, a website, and key social media channels.
Finding ways for new ideal readers to discover you – this could involve being a guest on podcasts, getting featured in media, collaborating with other authors, or participating in relevant events.
Bringing your audience along the journey of writing and publishing your book to build excitement.
And yes, eventually, promoting your book to them – and doing it more than once! Readers need multiple "touchpoints" with an idea before they take action.
Aside from all these specific tasks, book marketing also requires you to get comfortable being visible. Stepping into the spotlight can feel vulnerable, but for readers to connect with you and your book, they need to see who you are and what makes you unique amongst the thousands of other authors out there.
Why Doing It Feels So... Hard (Because It Is!)
You might look at that list and think, "Okay, I can figure this out!" And you absolutely can learn the pieces. But if you've tried tackling book marketing completely on your own, you might have found it feels... overwhelming, confusing, and maybe even a little lonely.
That's because marketing your book is a completely different skill set from writing it! While your editor or agent might keep you accountable for your manuscript deadlines, when it comes to marketing, there's often no set roadmap or external deadline. It's easy for those tasks to slide, leaving you feeling stuck and frustrated.
Without clear guidance tailored to your book and your ideal reader, and without a system of author accountability to keep you consistent, it's incredibly challenging to build that needed marketing momentum and avoid author procrastination. You know you should be doing it, you just struggle with how and when to do it effectively amidst everything else.
The Good News: You Don't Have to Do It All By Yourself
Understanding the scope of book marketing isn't meant to overwhelm you; it's meant to show you why getting the right support can be a game-changer. You are the expert in your book, but you don't have to be a solo expert in every single facet of author marketing right from day one.
Whether it's getting a clear marketing plan for authors, finding consistent author accountability, getting personalized marketing advice, or simply having dedicated time to get marketing done, there are ways to approach this journey with more confidence and less confusion.
Ready to Get Started? Here are 3 Quick Wins to Build Confidence Today:
Feeling ready to take a first step on your book promotion journey? Don't try to do everything at once! Pick just one of these quick wins to tackle:
Identify ONE Place Your Ideal Reader Hangs Out Online: Based on your ideal reader (who did you write this book for?), name just one specific social media platform, online forum, or community they likely spend time in. (Example: "My ideal reader is a busy mom of toddlers who reads cozy mysteries -> She might be in Facebook groups for local moms or cozy mystery reader forums.")
Craft ONE Short, Valuable Social Media Post: Think of one tiny tip or interesting fact related to your book's topic or genre. Write a single social media post offering that value (not selling the book!). Post it on the platform of your choosing. For ExampleL
For the historical fiction author: "Did you know [interesting historical fact related to your book]? It always fascinated me!
For the Cookbook Author: Share a super quick kitchen hack or a simple substitution tip from your expertise. (Example: "Did you know you can swap applesauce for oil in many baking recipes for a healthier twist? Gives your cakes the same bouncy texture if you’ve run out of oil!)
For the Romance Writer: Post a "This or That" question related to a common romance trope or character type to spark engagement. (Example: "Sweet & steady romance or fiery slow burn? 🔥 Which one makes your heart beat faster? Tell me below! )
For the Picture Book Writer: Share a fun tip for parents on making story time interactive or a silly observation about kids. (Example: "Tip for making story time extra fun: try reading with a silly voice for one character! Guaranteed giggles What's your kiddo's favorite story time voice?)
For the YA Novelist: Post a relatable quote about growing up or navigating tough choices (could be an inspirational quote, not necessarily from your book) and ask readers for their thoughts. (Example: " 'The future belongs to those who believe in the beauty of their dreams.' - Eleanor Roosevelt. Navigating those tricky teen years feels like figuring out your dreams, doesn't it? What's a dream you're working towards?)
For the Non-Fiction Author (e.g., on productivity): Share a single, actionable mini-tip related to your book's topic. (Example: "Quick productivity tip: Try the 'two-minute rule'! If a task takes less than 2 minutes, do it NOW. Stops small things piling up!)
3.Take Just 15 Minutes for Focused Marketing Time: Set a timer for 15 minutes. Turn off distractions. Use that time to only work on one specific, small marketing task you've been putting off (e.g., brainstorming 3 future social post ideas, researching 1 podcast that hosts authors, drafting 1 short email to future readers). The goal is just 15 minutes of focused action!
Completing even one of these steps is progress! Book marketing is a journey, and taking small, consistent steps is key to building momentum.
If understanding the scope of marketing makes you realize you could use a supportive structure, dedicated work time, and expert guidance to keep you consistent, Checked Off is designed exactly for you. It's your weekly routine to make real progress without the overwhelm. Learn how Checked Off helps authors like you get marketing done. [Link to Checked Off Sales Page]
If you're ready for personalized marketing strategy tailored specifically to your book and need dedicated expert guidance to navigate the complexities of author marketing, let's explore if 1-on-1 consulting is the right fit for you. Get clarity and a roadmap built just for you. Schedule a time to chat!
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Hi, I'm Stephanie Moon.
My mission is simple: to help you find your readers and transform your unique expertise and voice into a compelling author brand. At Steph Moon Co, we specialize in building strategic author platforms and communities that are essential for today's book selling landscape.
With my experience and knowledge from over 12+ years working in-house at publishers like: Chronicle Books, Harper Collins, Scholastic, and Hardie Grant, I’ll share the things you always wanted to know about just how publishing works.
