The "Someday I’ll Market My Book" Trap: Why Authors Procrastinate and How a Weekly Routine Can Set You Free
You got the agent and the book deal. You’re working on your manuscript. But now… the marketing mountain looms and feels more real than ever. Does it feel like you know you should be doing book marketing, but it’s always the last thing you get to? You're not alone. Trust me, I've heard this story countless times.
The core issue is clear: author and book marketing consistently gets deprioritized even though its important. In this post, we'll dive into why so many authors fall into this trap and, more importantly, how establishing a weekly routine can be your key to finally spending time marketing, building your community and getting your book into the hands of more readers.
What Exactly Is "Someday Marketing"?
Let's be real – we all have that mental list of things we intend to do. And for many authors, marketing themselves and their book often lands squarely in the "someday" category. It's not that you're actively avoiding it, but rather there's this vague intention hanging in the air, without any concrete plans or timelines attached. Maybe it’s because you’re not exactly sure what you should do or how to do it.
Think about it: "Someday I'll figure out social media." "Someday I'll build my email list." "Someday I'll create a community of readers that is excited for my book." These are the whispers of the "Someday Marketing" Trap. It’s a comfortable place, filled with good intentions, but ultimately, it's a place where action rarely happens.
The biggest problem with "someday" is that the only way to get out of this state of mind is to take action. The best way to take action is to get committed and as Nike would say, “Just Do It.”
Why "Someday"? Exploring the Emotional Roadblocks to Book Marketing
So, why does book marketing so often get relegated to the land of "later"? Let's unpack some of the common emotional and mental blocks that lead to author procrastination:
Fear of Failure (and Success): It might sound counterintuitive, but the fear of not achieving the desired results with your book marketing – or even the anxiety surrounding sudden success – can be a powerful deterrent. "What if I put all this effort in and no one buys my book?" or "What if my book becomes a bestseller? Can I even handle that kind of attention?" These thoughts often lead people to going in circles in their minds. These thoughts can quickly spiral and get out of control so that you never get any of your marketing to do’s done.
Analysis Paralysis: The sheer amount of publishing and marketing advice available online can feel completely overwhelming. Blog posts, YouTube videos, podcasts, courses… it's endless! When trying to figure out what to do and how to plan their marketing, authors often freeze, unsure of where to even begin. This feeling of being overwhelmed by the options can easily lead to inaction, as you try to navigate the complex landscape of author and book marketing.
Feeling Inauthentic or "Salesy": The idea of then having to "sell" your story and book can feel super uncomfortable. I’m sure you’ve said - “I’m a writer, not a marketer or sales person” and “Won’t my publisher do all the sales and marketing?” But like I am constantly telling authors - “You are your best salesperson.” Again for the people who need to read it again, “YOU ARE YOUR BEST SALESPERSON!”
Lack of Clarity and Direction: Let's face it, when you imagined your journey of being an author, you probably didn’t imagine that you had to figure out how to market your book too. Without a clear understanding of what specific marketing tasks to do or how to do them effectively, it's easy to procrastinate. When marketing your book feels like wandering in the dark, without a map or compass, it's natural to put it off in favor of more familiar and comfortable activities like writing.
The Hidden Costs of Analysis Paralysis and Delaying Marketing Your Book
While putting off marketing today can feel comfortable in the long term, it can be less than optimal and I’m going to tell you why. Aside from writing your book, marketing your book is the thing that takes the most time and dedication. Marketing is a lot of things done frequently. Once you have built consistency in your marketing, you’ll start to see results and then momentum. Marketing is a process. There is so much learning, experimenting and implementation to do.
So not actively marketing right now might feel easy because you get to avoid doing the things you don’t want to. But, the longer you put it off, the longer it will take to build momentum. To make this less vague, marketing is getting your audience to know, like and trust you. The first step of this process is to find your audience. Then once you find them, they have to get to know you and what you stand for, what you’re an expert in. Then they have to like you! What makes you stand apart from everyone in this space. And lastly but maybe most importantly, they have to trust you. Building trust takes time. The process for your audience to know, like and trust you can be a journey.
Think about it:
The less often you talk about and promote your book - the less often someone has the reminder to buy your book.
If you do not actively try and find your audience, how can you build your platform? How do you connect with them?
How can your readers begin to trust you if you only show up once in awhile?
The Answer to "Someday": The Power of a Weekly Marketing Routine
So, how do you break free from constantly putting off marketing? The answer, my friend, lies in a weekly routine. Establishing a consistent and predictable schedule for your book marketing is the key to transforming it from a daunting task to a manageable and effective part of your author life.
Here's why a marketing routine is so powerful:
Reduces Overwhelm: By breaking down your author + book marketing into smaller, more manageable tasks AND scheduling time to actually do them, the feeling of overwhelm lessens. You now know what you need to do and have blocked off the time to do it.
Builds Momentum: Consistent action, even in small increments, creates progress. Checking off smaller tasks each week builds momentum and makes it easier to keep going. Remember (from above) marketing is a lot of little tasks done frequently.
Makes Marketing a Habit: When marketing your book and yourself becomes a regular part of your week, it becomes a habit. The consistency makes it easier to continue making progress on your marketing plan.
Provides Structure and Clarity: A marketing routine helps you figure out what you'll be doing and when, eliminating the guesswork and decision fatigue that often leads to author procrastination. You'll know exactly what to focus on during your dedicated marketing time.
Are You Stuck in Doing Your Marketing Someday (Definitely Not Today) Mindset?
Let's do a quick check-in. Answer these questions honestly:
Do you often think about marketing your book "later" when you have more time?
Do you find yourself spending more time researching marketing for authors and books than actually implementing strategies?
Does the idea of consistently marketing your book feel overwhelming?
Do you frequently put off marketing tasks in favor of other publishing-related activities?
If you answered "yes" to one or more of these questions, you might be caught in the Someday Marketing Mindset. But don't worry, there's a clear path out!
From "Someday" to "Scheduled": Your Pre-Built Weekly Marketing Routine
Creating a consistent weekly marketing routine can feel like just another task on your already long list, right? What if there was a way to instantly implement that structure without having to build it entirely from scratch?
Imagine having dedicated time slots each week specifically for book marketing, built-in accountability to keep you on track, and even opportunities to ask a book marketing strategist your questions and get an answer specifically for you.
Embrace the power of a weekly routine, you can break free from author procrastination and start making meaningful progress towards your book marketing goals with Checked Off: Finally Get Your Book Marketing Done, a program built especially for authors.
