If an author publishes a book and nobody is there to read it, does it make an impact?
Many authors complain about marketing. It feels so different from writing, and it involves another skill set. To me, marketing is telling a story about your book.
That story starts before the book is out. Marketing before you have a book means that when it does come out, you have readers who are eagerly waiting to read it. Whether you're publishing fiction, non-fiction, or a memoir, these suggestions can start the ball rolling to get your books into the hands of readers.
1. Start a Blog
A blog serves as a hub for short pieces of writing, video clips, images, and more. You can document your writing process, bits of research you've found, thoughts, and experiences. Blogs are available to the public, so they're great for connecting with new readers.
Blogging can also create a sense of community. Marcia Lee Laycock's Words to Take Us Home on Substack is a great example of this. She shares snippets, original stories, and other great content. Substack allows readers to subscribe to her blog to get emails when a new post appears. Marcia's friends comment on her work, and she talks about other authors.
2. Leverage Social Media
Like it or not, social media is a pretty big part of modern life. Not all platforms are created equal. Look at where your readers are likely to be and what you enjoy doing. It's much easier to stay motivated when you have an audience and like the kind of content you're making.
On social media, you can post updates, sneak peeks, readings, and behind the scenes moments. Content-wise, keep the tone to what you'd use at an office party. It's more casual than work, but being too intimate can cause embarrassment.
Joining writing groups can help you connect with fellow authors and readers who love your book. Lisa May LeBlanc uses Instagram to create awareness for her book. She hosts a weekly live show, Lattes With Lisa, and posts regularly.
3. Create a Mailing List
Mailing lists are easy ways to connect directly with readers. Social media relies on algorithms, like posting a flyer in a window. Mailing lists are the digital equivalent of sending mail directly to a reader.
Including some sort of freebie can make people more willing to sign up for their email. That can be an exclusive story, the first few chapters of your book, or a video clip.
Once you have email addresses, you can send emails. Sticking to a schedule can help you with planning. Marion Grace releases her newsletter Heart of the Overseer once a month. You can choose whatever pace you'd like, but I suggest anywhere from once a week to once a month.
Mailing lists let you build anticipation for a book. When you have announcements like a cover reveal or a launch party, you can let your mailing list members have a first look.
4. Attend Local Events
Local events are great ways to connect with authors in your city. Book fairs, workshops, and writer meetups let you connect with other writers and readers. Everyone likes connecting with their community.
Those platforms can let you talk about writing, compare notes with other authors, and engage with readers directly. You might even be able to meet with influential peers.
Samantha Kirby and Shakeyra Mason drew on their connections with the autistic community in Calgary when they published My Purple Heart. Those connections let them make sales as soon as the book was released.
5. Develop an Author Identity
"Brand identity" sounds like it should be limited to a boardroom. For authors, a brand identity is the way you present yourself as a writer. Think about the voice you want to use with your audience and the messages you want to convey.
Those will help readers understand what you're all about. Don't stress about it too much. People like honesty, and sometimes you'll be better off writing.
Conclusion
These marketing strategies should help you get attention for your book before it's available. Writing a blog, setting up social media, creating a mailing list, attending local events, and developing an author identity are small steps. They can have big impacts. You can take these steps before your manuscript is ready.
Successful marketing isn't something built in a day. It takes time. These steps provide a foundation for a strong book launch.
Looking for more marketing information? We're launching a new marketing course, Marketing Pathway. Sign up for our mailing list to get updates on it and instant access to a 2025 marketing planner.
Comments