So your baby is finally born, that book you’ve been working on forever! But wait… now what? Ever notice how nobody talks about the awkward phase after writing? You know, the part where your book sits sadly on a virtual shelf gathering digital dust?
Ugh. Marketing. The word makes most writers break out in hives.
Look, let’s get real. Brilliant writers go unnoticed every darn day. Not because their books stink, but because nobody knows they exist! A book marketing plan isn’t just some fancy extra, it’s the difference between your mom being your only reader and actually selling some copies.
Who the heck is gonna read your book anyway?
Harsh question, right? But seriously.
Most writers mumble something about “everyone who likes fiction” or some equally useless answer. Nope. Not gonna cut it.
Your potential readers have specific problems, quirky interests, and particular reading habits. They hang out in certain online spots. They have pet peeves and passion points.
Ask yourself:
- What bugs them at 3am?
- Which podcasts do they binge?
- What other books sit on their shelves?
- Do they dog-ear pages or use fancy bookmarks?
The more weirdly specific you get about your readers, the better your book marketing plan will work. Trust me on this one.
What are the popular kids doing that you’re not?
Remember high school? Yeah, me too. Unfortunately.
Just like back then, it pays to watch what the popular kids are doing. Only now, the popular kids are authors who actually sell books in your genre.
Spy on them. Seriously! Follow them online. Join their mailing lists. See where they hang out, how they talk to readers, what seems to get people excited.
Not to copy them exactly, that’s just creepy. But to understand what works. Why reinvent the wheel when someone’s already built a Ferrari?
Got anything interesting to say? (Hint: you better!)
Quick test: If someone asks what your book is about, do you ramble for 10 minutes until their eyes glaze over?
Oops.
Every solid book marketing plan needs a hook – that short, snappy explanation that makes people go “ooooh, tell me more!” Not the whole plot. Not your writing journey. Just the juicy bit that grabs attention.
Practice until you can say it half-asleep. Test it on strangers at parties (okay, maybe not right now in our pandemic world, but you get the idea).
If they lean in, you’ve got it. If they suddenly remember they need another drink… back to the drawing board.
What’s your ridiculous goal?
Goals are tricky beasts. Too small, and why bother? Too big, and you’ll quit when they seem impossible.
The sweet spot for a book marketing plan? Slightly ridiculous but technically possible.
“Sell 500 books this year” beats “sell some books.” “Get on these 3 specific podcasts” beats “do some publicity.” “Build an email list of 1000 true fans” beats “start a newsletter.”
Specific. Measurable. Slightly nerve-wracking.
Write them down. Put them somewhere you’ll see every day. Maybe next to that rejection letter you’ve framed for motivation. (What, just me?)
Which marketing stuff won’t make you want to poke your eyes out?
Let’s face it, you’ll actually do marketing activities you don’t completely hate.
Hate video? Don’t make a YouTube channel just because someone said you should. Love talking? Podcasts might be your jam. Enjoy teaching? Workshops could work. Like writing short, helpful stuff? Guest posts and articles.
Your book marketing plan should play to your weird strengths. The marketing you’ll actually do beats perfect marketing you constantly avoid.
Running out of clever things to post yet?
Content creation becomes a hungry monster, constantly demanding to be fed. And nothing screams “amateur” like posting in panicked bursts followed by weeks of tumbleweeds.
Smart authors create content buckets ahead of time:
- Behind-the-scenes peeks at your process
- Little-known facts about your book’s topic
- Connections between current events and your themes
- Personal stories that shaped your perspective
- Practical tips related to your expertise
Batch this stuff when you’re feeling creative. Store it for the inevitable days when your brain resembles cold oatmeal.
Why aren’t strangers praising your book yet?
Reviews. You need ’em. Readers trust other readers way more than they trust you (sorry, harsh truth).
The catch-22? You need reviews to get readers, but you need readers to get reviews.
The solution? Hustle for those early reviews like your book’s life depends on it. Because it kinda does.
Identify bloggers who review books like yours. Not the super famous ones (they’re swamped), but the passionate mid-level folks. Bookstagrammers. Genre-specific review sites. Approach them personally, no copy-paste emails!
Offer free copies with zero strings attached. Don’t get weird and demand positive reviews. Just ask for honest thoughts.
How much cash will this marketing adventure cost?
Bad news: effective book marketing usually isn’t free. Good news: it doesn’t have to bankrupt you either.
Some costs to consider:
- Book cover design (please don’t DIY this unless you’re actually a designer)
- Website hosting
- Email service provider
- Advertising tests (start small!)
- Promotional copies
- Contest prizes
- Maybe some basic design tools
List everything out. Decide what’s essential now versus what can wait. Marketing expenses aren’t really optional if you want people finding your book, but they can be managed thoughtfully.
Are we there yet? When will this marketing stuff work?
Patience isn’t just a virtue; it’s a marketing requirement.
Some efforts pay off quickly (like targeted ads to the right audience). Others take forever (like building a loyal following).
Track everything obsessively. Sales numbers. Email subscribers. Website visitors. Social engagement.
Look for patterns. What actually moves books versus what just feels productive? Double down on what works. Mercilessly cut what doesn’t.
Your first book marketing plan will be partly wrong. That’s normal. The goal isn’t perfection; it’s learning what works for your book and your readers.
The uncomfortable bottom line
Here’s what nobody tells new authors: marketing isn’t a necessary evil that distracts from “real writing.” It’s how your words actually reach human eyeballs.
Every successful author has a book marketing plan, whether they call it that or not. The ones who claim they “don’t do marketing” usually have publishers doing it for them (or they’re fibbing).
Your words deserve readers. Readers who’ll stay up too late finishing your chapters. Readers who’ll press your book into friends’ hands saying “you HAVE to read this.”
Those magical readers are out there. But they won’t find you by accident.
Time to make a plan.
