Do I still have to market if I have a publisher?

Yes. Even signed to a traditional publisher, an author is expected to do some public relations and maintain an internet presence of their own. Nobody hands that over completely any more.

Should I self-publish or find a publisher?

It comes down to which sounds more like you. Self-publishing is easier than it has ever been and keeps more of the revenue; a publisher handles the business side, editing and design, which matters if you are not inclined to run a business.

I'm not good at marketing. Where do I start?

By starting. Most authors are not natural marketers, and that is not the same as being unable to learn it. What defeats people is disillusionment before the first attempt, not lack of talent.

What actually works on social media?

Being a person. Chatty posts about what you are planning, a writing struggle or a small victory, a word-count goal, a question that invites readers into the process. Broadcasting a sales pitch works on nobody.

Is it bad to talk about the struggle?

It is the opposite of bad: it is the part people respond to. Be open about what it is like to be an aspiring writer. Manufactured confidence is visible and nobody likes being used as an audience for it.

How confident should I be about my own book?

Realistic. An author declaring their book is the most profound thing anyone will read invites the question of why publishers are not queuing up. Your book will appeal to some readers and not others; aim at the ones who will like it.

How to Market an Ebook

By Sherry Chamblee and Tori Lutz

Start by deciding whether you are self-publishing or partnering with a publisher, because it changes who does the marketing. Then do it like a person rather than a billboard: take the first step even though you are not a marketer, be genuinely friendly, be honest about the work, and be realistic about who your book is for.

Self-publish, or find a publisher?

There is no simple answer, and the honest version is that it comes down to which option sounds more like you.

Self-publishing has never been easier. Amazon’s Kindle Direct Publishing puts a book in front of millions without any up-front cost, taking a share of earnings in exchange for distribution. You keep control and more of the revenue, and you carry the business.

A publisher handles the business end: marketing, advertising, editing, page design. If you are not inclined to run a small business alongside writing, that is worth a great deal.

What has changed is that the second option no longer means you market nothing. Even signed to a traditional publisher, an author is expected to do some public relations and keep an internet presence of their own.

What actually works?

Watching authors who are doing well, the pattern is not a platform or a technique. It is four things:

Be bold. What defeats most authors is disillusionment before the first attempt. Not being a natural marketer is not the same as being unable to learn.
Be friendly. Talking to people, being willing to chat, letting them know you. This opens doors to talk about the book. Not because friends are an audience, but because conversations happen where people are at ease.
Be honest. Do not be disingenuous; people see through it and nobody likes being used for a sales pitch. Talk about the struggles. Ask for feedback. Be open.
Be realistic. Your book will appeal to some readers and not others. Aim at the ones who will like it, and skip the bravado.

What does that look like in practice?

Post about what you are planning next, not only what you have finished.
Share a snatch of the writing struggle, or a victory, or the week’s word-count goal.
Ask readers for feedback: it lets them feel part of the process, and they respond to that far more than to an announcement.
Let people see the person before the product.

What worked two years ago may do nothing today, and what works today may be gone in months. These four hold up because they are not techniques.

Combined from two eBookStage articles of November 2020: “Marketing Your Book” by Sherry Chamblee and “Marketing Your eBook in 2020” by Tori Lutz. Edited for length and structure; the advice is theirs.

Common questions

Do I still have to market if I have a publisher?: Yes. Even signed to a traditional publisher, an author is expected to do some public relations and maintain an internet presence of their own. Nobody hands that over completely any more.
Should I self-publish or find a publisher?: It comes down to which sounds more like you. Self-publishing is easier than it has ever been and keeps more of the revenue; a publisher handles the business side, editing and design, which matters if you are not inclined to run a business.
I'm not good at marketing. Where do I start?: By starting. Most authors are not natural marketers, and that is not the same as being unable to learn it. What defeats people is disillusionment before the first attempt, not lack of talent.
What actually works on social media?: Being a person. Chatty posts about what you are planning, a writing struggle or a small victory, a word-count goal, a question that invites readers into the process. Broadcasting a sales pitch works on nobody.
Is it bad to talk about the struggle?: It is the opposite of bad: it is the part people respond to. Be open about what it is like to be an aspiring writer. Manufactured confidence is visible and nobody likes being used as an audience for it.
How confident should I be about my own book?: Realistic. An author declaring their book is the most profound thing anyone will read invites the question of why publishers are not queuing up. Your book will appeal to some readers and not others; aim at the ones who will like it.

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