Ditch the Fear and Embrace Book Marketing

My second novel, Blindspot, releases today so I’ve spent much of the last month getting ready for the launch, which includes podcasts, interviews, social media posts, giveaways, media pitches, and sending out advanced reader copies (ARCs) for review. And as many writers know, the marketing of a book is oftentimes far harder than writing the book itself. It’s a continual lament by authors that their least favorite part of the publishing process is going out into the world and publicizing their new release.

Well, I’m an outlier. I really love the marketing component. Call me crazy, but for me, my novel doesn’t really exist until someone reads it. Until then, it’s an artistic endeavor I poured my heart and soul into, but it’s not alive until someone picks it up, turns the pages, and opens themselves up to hearing the story I made up. That’s when the magic happens.

So today, I’d like to share a few changes in mindset that might help you, my fellow authors, to enjoy the marketing end a bit more. Here are my best tips to get over the fear and embrace the marketing of your book.

Write a book that’s good

Yes, I know, “good” is subjective. But don’t most of us know when the novel we’ve produced is the best one we’ve ever written? That’s how I feel about Blindspot. When I’d finally revised it to within an inch of its life and read it aloud to myself, I knew it was a winner. It had a propulsive plot, a strong emotional undercurrent, and at least one twist that so far, no reviewer has seen coming. All the craft books, all the seminars, all the one-on-one coaching had paid off. I’m a long-time fan of psychological suspense, and this one is solid. It can hold its own against the other books on the mystery shelf. If you can produce a novel that you, in your heart, know is good, it will go a long way toward relieving the anxiety and imposter syndrome that often accompanies a new release.

Get others to help

Writers like supporting other writers, particularly those who have also helped them along the way. Don’t be afraid to solicit your fellow authors to review and post about your books. Don’t abuse their time by hounding them and make it easier for them to do by providing graphics you’ve created to use on their social media feeds.

Family and non-writer friends are also a source of both encouragement and help. One of the members of my book club volunteered her home for a “salon-type” launch party and another is concocting a signature cocktail we’ll be serving. A writer pal volunteered to do a Q & A for the event, so I’m not all alone on center stage. People get a kick out of helping – let them.

Expand your reach

There are paid services who will market your book so it doesn’t all fall on you. I’m not talking so much about expensive publicists as established marketers who can reach audiences you can’t. These include services like NetGalley and Goodreads, who can offer ARCs or run giveaways that broaden your marketing reach and all you have to do is write a check. Likewise, I’ve had good luck with online book tours who organize a group of 15-25 bloggers to both review and post about your book. Look specifically for ones that specialize in your genre to make sure the readers that follow them are your target audience.

Play to your strengths

I’m an extrovert and a talker so podcasts and video interview shows are perfect for me. I enjoy discussing both my book and the publishing industry in general. But if you’re shy or can’t think on your feet, don’t spend time lining up podcasts – you’ll come off as nervous and ill-prepared. Choose written interviews or guest blogs instead where you can submit your polished prose and never once turn the camera on yourself. If you have an artistic flair, use Instagram with its visual format. If you’re more of a wordsmith, X or Threads may be a more comfortable fit. Regardless, do an honest self-assessment and go with the social media platform that works best with your personality.

Change your mindset

Many writers I know hate the feeling they get when they ask people to buy their book. What if you approached marketing your book in a unique way? A few years ago, Amanda Palmer posited the idea of “letting” people buy your book instead (she did it in the music industry but the same principle applies). There are readers out there who are looking for books to entertain them or challenge them or offer them hope or give them a laugh. Who are you to deprive them? Think of your job as letting them know about your book and why it might be a positive experience in their life. Stop thinking of this as asking them for a favor – start thinking of this as offering them a gift.

And remember. Word-of-mouth is still the most powerful marketing tool out there. If you’ve written an excellent novel, and one reader picks it up and loves it, they will tell their friends, who will read it and tell their friends, and before you know it, other people are marketing your book for you and you can get back to your desk and start writing your next one.

[Photo courtesy of CanvaPro/Dean Drobot]