Writer’s Guide to Book Marketing – How to Do It Right
- Jake Zuurbier
- Mar 18
- 30 min read
Writer's Guide: Book Marketing – How to Do It Right
A series by Jake Zuurbier
So, you've written a book. You’ve spent months (maybe years) writing a story, editing every sentence, and polishing it to perfection. Now what? If you think that simply uploading it to Amazon or handing it over to a publisher means readers will magically find it… I’ve got bad news for you.
Books don’t sell themselves. Even traditionally published authors are expected to do their own marketing these days. Gone are the days when a publisher handled everything while an author just focused on writing. If you don’t promote your book, it will drown in a sea of millions of others. Harsh? Maybe. True? Absolutely.
A common mistake among new authors is thinking that just having a great book is enough. It’s not. Readers can’t buy a book they don’t know exists. With thousands of new books published daily, visibility is your biggest challenge. This is why you need a marketing plan. Not just a few social media posts here and there, but an actual strategy. Marketing isn’t spamming links to your book. You need to get it in front of the right audience in a way that makes them excited to read it.
Gear up, this article has over 8000 words. This is my one true Book Marketing For Writers Master Guide. I've put everything I've learned into this one article. And when I say everything, I mean everything. Hence the "skip ahead" below.
SKIP AHEAD
Understand Your Target Audience – Who Are Your Readers?
Before you start marketing your book, you need to know who you’re marketing to. If you try to appeal to everyone, your message will be too generic to attract anyone. Instead, focus on reaching the right readers—the ones who are already interested in books like yours.
Marketing without knowing your audience is like throwing darts blindfolded. You might hit the target by accident, but more often than not, you’ll miss completely. Understanding your readers helps you to: choose the best marketing channels (Instagram? TikTok? Facebook?); use language and themes that resonate with them; find the best places to advertise your book and create a reader experience that makes them want to follow you
Step 1: Identify Your Book’s Genre & Subgenre
Your genre determines your primary audience. Different genres attract different types of readers, and their expectations vary. Here’s a quick breakdown:
Romance Readers → Active on TikTok, Instagram, and Goodreads. Love tropes, aesthetics, and emotional storytelling.
Thriller/Mystery Readers → Prefer hooks, compelling twists, and strong characters. Engage well with Twitter, podcasts, and BookBub.
Fantasy & Sci-Fi Readers → Enjoy deep world-building, long series, and immersive storytelling. Love character art, maps, and lore breakdowns. Active on Reddit, Discord, and YouTube.
Horror Readers → Appreciate psychological tension, atmosphere, and disturbing concepts. Engage well with niche Facebook groups, horror forums, and TikTok.
Literary Fiction Readers → Often look for thought-provoking themes, strong prose, and character-driven stories. Found in book clubs, blogs, and indie book festivals.
Step 2: Create Reader Personas
A reader persona is a fictional profile of your ideal reader.
Instead of targeting “fantasy fans,” create a detailed persona like this:
Name: Alex (they/them)
Age: 25
Reads: Epic fantasy, dark academia, and magical realism
Buys Books From: Amazon, indie bookstores, Book Depository
Follows: BookTok creators, fantasy bookstagrammers, author newsletters
Engagement: Loves deep lore, world-building posts, and character art. Actively reads reviews before purchasing.
If you write thrillers, your reader persona might be:
Name: Sarah (she/her)
Age: 38
Reads: Psychological thrillers, crime fiction, and detective series
Buys Books From: Kindle, audiobook services, big-box stores
Follows: True crime podcasts, thriller book clubs, bestseller lists
Engagement: Loves gripping first lines, fast-paced storytelling, and books with strong female protagonists.
Creating 2–3 reader personas gives you a clear marketing direction. Your social media, ads, and outreach should target people like them.
Building an Author Brand – How to Stand Out as a Writer
Once you know who your readers are, the next step is making sure they know you. An author brand isn’t just a logo or a fancy bio. No, it’s your unique identity as a writer. It tells readers what kind of books you write, what experience they can expect from you, and why they should care about you in a sea of other authors.
Think about your favorite authors. Chances are, you don’t just love their books—you also love their style, personality, and the experience they create for readers. Your brand helps you build trust with readers so they recognize your name and genre.
Define Your Author Identity
Ask yourself: What kind of experience do I want readers to have when they pick up my book? Your brand should reflect the tone and themes of your writing.
Dark & Gritty? Maybe you write crime, horror, or thrillers. Your brand should have an intense, moody feel.
Magical & Whimsical? If you write fantasy, your branding can be colorful, mysterious, or folklore-inspired.
Romantic & Emotional? Romance authors often use warm tones, soft aesthetics, and personal storytelling.
Witty & Fun? If humor and snark are your strengths, let that shine in your posts, bio, and book descriptions.
Create a Strong Author Bio
Your author bio should clearly state what kind of books you write, give a glimpse of your personality and be short but engaging.
Example of a strong author bio:"Jake Zuurbier is a mystery and thriller author known for dark, twisty plots and morally gray characters. When he’s not writing, he’s probably overanalyzing crime documentaries, staying up until 5AM, or losing himself in old bookstores. His latest novel, The Detective, is available now."
This works because it’s concise, shows personality, and tells readers what to expect.
Build Your Online Presence
Your author brand should be consistent across all platforms. This includes:
Your website (a home base for all your info)
Social media profiles (Bookstagram, BookTok, Twitter, Facebook)
Your email newsletter (to connect directly with readers)
Each should have a recognizable profile picture (your face or a professional author logo), a short, clear bio that matches your branding and a link to your website, book page, or email sign-up.
Creating a Strong Online Presence – Social Media & Websites That Sell Books
Now that you’ve defined your author brand, it’s time to establish your online presence, because in today’s world, if you’re not online, you don’t exist. Social media and a well-structured author website are two of the most powerful marketing tools at your disposal. The key? Using them strategically so they actually help sell books instead of just eating up your time.
Build Your Author Website (Your Digital Home Base)
Your website is the one place you control completely, unlike social media, where algorithms can change at any time. It’s where readers, reviewers, and industry professionals can find everything they need about you in one place.
What Every Author Website Should Include
Homepage – Who you are & what you write (short and compelling)
About Page – Your author bio (engaging, with a personal touch)
Books Page – All your books with covers, descriptions, and buy links
Email Sign-Up – A way for readers to subscribe to your newsletter (critical for long-term success)
Contact Page – Easy ways for media, bloggers, and readers to reach you
Extras (Optional): A blog, book recommendations, FAQs, or behind-the-scenes content
Best Tools for Creating an Author Website
WordPress – Most customizable, great for long-term use.
Squarespace – Stylish, user-friendly, good for beginners.
Wix – Simple drag-and-drop builder, ideal for quick setup.
Reedsy Website Builder – Made specifically for authors.
Pro Tip: Make sure your website is mobile-friendly. Over 50% of web traffic comes from phones!
Social Media – Choosing the Right Platforms
Not every social media platform is created equal, and you don’t need to be everywhere. The key is choosing the one or two platforms where your audience actually hangs out.
Which Platform Is Best for You?
Instagram (Bookstagram) – Great for romance, fantasy, YA, and contemporary fiction. Works well for aesthetic book content, behind-the-scenes peeks, and author-reader engagement.
TikTok (BookTok) – The biggest platform for viral book marketing. Ideal for romance, fantasy, thrillers, and emotionally charged reads. Short videos, trends, and book recommendations dominate here.
Twitter (X) – Great for networking with other authors and engaging in publishing conversations. Ideal for mystery, sci-fi, and literary fiction authors, but not necessarily for direct book sales.
Facebook (Groups & Pages) – Best for genre-specific reader communities, book clubs, and self-publishing promotion. Works well for horror, historical fiction, cozy mysteries, and sci-fi.
YouTube (BookTube) – Fantastic for in-depth book discussions, writing advice, and author interviews. Best for authors willing to invest in long-form content creation.
Pinterest – Useful for romance, fantasy, and aesthetic-driven books. Can drive website traffic, especially for blog-style content.
What to Post on Social Media
Once you’ve chosen your platform, the next challenge is: What do you actually post? Here are 10 content ideas that help promote your book without being salesy:
1. Book Sneak Peeks & Quotes
Share a compelling excerpt from your book with an eye-catching background.
2. Writing Process Updates
“Editing my latest draft today… and questioning all my life choices.” (Relatable + engaging!)
3. Aesthetic Mood Boards
Use Canva or Pinterest to create a mood board for your book’s vibe.
4. Tropes & Genre-Specific Hooks
“If you love grumpy/sunshine romances, you’ll love my latest book!”
5. Behind-the-Scenes Content
Share your inspiration, character backstories, or fun facts about your writing process.
6. Reader Engagement Polls
“Enemies-to-lovers or friends-to-lovers? Which trope do you love more?”
7. Book Recommendations
Readers love book recs, and it builds trust when you recommend books alongside your own.
8. Writing Tips & Advice
If you’re comfortable, share writing advice to attract fellow writers who may become future readers.
9. Personal Insights (but Stay on Brand)
Not every post needs to be about books—share something personal but relevant.
10. Reader Shoutouts & Reviews
Highlight fan art, positive book reviews, or reader reactions!
Pro Tip: Use a mix of content—don’t just promote your book constantly. Engage with your readers, and they’ll be excited to support your work when it’s time to buy.
Engaging with Readers Without Being Pushy
The key to book marketing on social media is making it feel organic. Instead of just posting links to your book, interact genuinely with your audience.
Reply to comments and DMs – Readers love when authors engage with them.
Ask questions – Get your audience involved in discussions.
Go live or do Q&A sessions – Talk about writing, your book, or even just your favorite reads.
Collaborate with book influencers – A review from a trusted Bookstagrammer or BookToker can do wonders.
Pro Tip: Your content should be 80% engagement, 20% promotion. If you build a strong relationship with readers, they’ll want to check out your books.
Social Media Scheduling & Time Management
Book marketing shouldn’t take over your writing time. Here’s how to stay consistent without burning out:
Batch Content Creation: Plan and create posts once a week instead of daily.
Use Scheduling Tools: Apps like Later, Buffer, or Hootsuite can auto-post for you.
Set a Time Limit: Engage for 20-30 minutes a day instead of endlessly scrolling.
How to Use Bookstagram, BookTok, and BookTube for Marketing
If you want to market your book effectively, you need to know how to use Bookstagram (Instagram), BookTok (TikTok), and BookTube (YouTube). These platforms are where books go viral, sales skyrocket, and lifelong readers are made. The right strategy can put your book in front of thousands of potential fans without spending a fortune on ads.
How to Market on Bookstagram (Instagram for Authors)
1. Optimize Your Profile
Profile Picture – Your face or book cover (keep it professional).
Bio – Keep it clear: “Author of [Book Title] | Fantasy & Romance | Bookish Chaos Enthusiast”.
Link in Bio – Use a Linktree to direct readers to your book, newsletter, and other socials.
2. What to Post on Bookstagram
Aesthetic Book Photos – Your book with candles, flowers, or cozy vibes.
Behind-the-Scenes Posts – Share your writing process, drafts, or inspirations.
Bookish Memes & Trends – Relatable book content helps grow your audience.
Reels & Carousels – Short videos get more engagement than static posts.
3. How to Grow on Bookstagram
Use hashtags like #bookstagram, #amwriting, #bookrecommendations.
Engage with other bookstagrammers before posting (like/comment on posts).
Collaborate with book bloggers & influencers for book reviews.
Post 3–4 times a week to stay visible.
Best Bookstagram Strategy: Focus on aesthetics + community engagement.
How to Market on BookTok (TikTok for Authors)
1. How to Go Viral on BookTok
BookTok thrives on authenticity + emotional reactions. The more genuine and engaging you are, the better.
2. What to Post on BookTok
"This book will emotionally destroy you!" – Readers love books that make them feel.
"Books with THESE tropes >>>" – Post lists like grumpy/sunshine, found family, morally gray characters.
"POV: You just finished this book and can’t function" – Emotional reactions sell books.
"If you like [popular book], you’ll love my book!" – Comparing books helps hook readers.
3. How to Grow on BookTok
Use hashtags like #BookTok, #EnemiesToLovers, #SpicyReads.
Keep videos short (7–15 seconds) for better watch time.
Engage in trending audios & challenges.
Post consistently (3–5 times per week).
Best BookTok Strategy: Use trends + personal storytelling to connect with readers.
How to Market on BookTube (YouTube for Authors)
1. What Works on BookTube?
Deep Dives & Themed Book Lists – “Best Fantasy Books with Strong Female Leads”
Vlogs & Writing Updates – “A Day in the Life of an Author”
Book Reviews & Reactions – “Reacting to 1-Star Reviews of My Book”
Author Q&A & Behind the Scenes – “How I Wrote My Fantasy Novel”
2. How to Grow on BookTube
Use eye-catching thumbnails & clear titles.
Create videos 10–15 minutes long for higher engagement.
Engage with the BookTube community (comments, collabs, shoutouts).
Post 1–2 times a week (consistency is key).
💡 Best BookTube Strategy: Focus on valuable long-form content + community building.
Collaborating with Influencers on These Platforms
Why influencers matter: A single BookTok, Bookstagram, or BookTube post from the right person can sell thousands of copies overnight.
How to Find Book Influencers
Search hashtags (#BookTok, #Bookstagrammer, #BookTube).
Check Goodreads & Amazon reviewers who post on social media.
Use NetGalley or BookSirens to get advanced readers.
How to Pitch Influencers (Without Being Annoying)
Be personal: “Hey [name], I saw you love dark fantasy books! My new book has strong gothic vibes, and I’d love to send you a copy if you’re interested.”
Keep it short – No long emails!
Offer a free copy (physical or digital).
Don’t pressure them for a review—let them decide.
Pro Tip: Micro-influencers (2K–50K followers) often have more engaged audiences than huge accounts.
Email Marketing & Building a Newsletter: How to Keep Readers Engaged Beyond Social Media
Social media is great for visibility, but it has one major flaw—you don’t own your audience. If Instagram, TikTok, or Facebook shut down tomorrow, would you still be able to reach your readers? That’s why email marketing is one of the most powerful tools for authors. Your email list is yours—it’s direct access to your readers without relying on algorithms or paid ads.
An email list lets you:
Build a loyal reader base that sticks with you across multiple books.
Sell books directly without relying on social media trends.
Create long-term engagement by offering value beyond just promotions.
So how do you build an email list and make sure people actually read your emails? Let’s break it down.
Step 1: How to Get People to Sign Up for Your Newsletter
People aren’t going to join your list just because you ask them to. You need to give them a reason, something valuable enough to make them say yes.
The Best Incentives for Email Sign-Ups (Lead Magnets)
A Free Exclusive Short Story or Bonus Content
Example: “Sign up for my newsletter and get an exclusive prequel to my novel!”
Works well for fiction authors, especially if you plan a series.
A Sample of Your Book (First 3 Chapters, Prologue, etc.)
If readers love the sample, they’ll be more likely to buy the book.
A Character Guide, World Map, or Extra Lore
Ideal for fantasy and sci-fi authors with detailed world-building.
A Writing or Publishing Resource (For Author Newsletters)
Example: “Join my list and get my guide: 10 Steps to Self-Publishing Success.”
Exclusive Updates, Giveaways & Early Access to Books
Make it clear that subscribers get VIP perks that aren’t available anywhere else.
Where to Promote Your Newsletter Sign-Up
Your Website – Have a visible sign-up form on your homepage and blog.
Social Media Bio & Posts – Mention your newsletter in captions and bios.
Back of Your Book – Add a link or QR code for easy sign-ups.
Book Funnel Sites – Use services like BookFunnel or StoryOrigin to offer free downloads in exchange for emails.
Step 2: What to Include in Your Emails
Now that you have subscribers, you need to keep them engaged—without overwhelming them.
How Often Should You Email?
Best practice: 1–2 times a month (enough to stay relevant but not spammy).
Weekly is fine if you have lots of content, but daily emails? Way too much.
Types of Emails That Keep Readers Engaged
Welcome Email (First Email After Signing Up)
Thank them for joining!
Deliver the freebie or incentive you promised.
Briefly introduce yourself and what they can expect from your emails.
Behind-the-Scenes Sneak Peeks
Show your writing process, book covers, or character art.
Example: “Here’s the first look at my new book’s cover—what do you think?”
Exclusive Content & Bonus Material
Deleted scenes, character interviews, or Q&As.
Example: “Here’s a never-before-seen scene I cut from my novel—do you think I should have kept it?”
Book Recommendations
Readers love to hear what their favorite authors are reading.
Example: “If you loved my book, here are 3 other books you might enjoy.”
Early Access & Special Perks
Give subscribers first access to new releases, ARCs, or discounts.
Engagement Emails (Ask Questions!)
Example: “Which trope do you love most in romance novels—enemies-to-lovers or second-chance romance? Hit reply and let me know!”
Encouraging replies builds a personal connection with your readers.
Step 3: How to Write Emails That People Actually Open
You don’t want to end up in the spam folder. Here’s how to make sure your emails get opened and read.
Write Attention-Grabbing Subject Lines
Bad: “Newsletter #3 – October Updates” (boring)
Good: “I made a huge mistake in my book… want to see it?”
Curiosity & emotion = higher open rates!
Keep It Personal
Use the reader’s first name in emails (“Hey [Name], I have something special for you”).
Write like you’re talking to a friend, not a business.
Make It Visually Appealing (But Not Overloaded)
Break up text with headings, bullet points, and short paragraphs.
Use a few images (like book covers), but don’t overload—too many images = spam filter.
End with a Call to Action (CTA)
Every email should encourage the reader to do something:
“Check out my new book”
“Reply and tell me your favorite book trope”
“Follow me on BookTok for more updates”
Step 4: The Best Tools for Email Marketing
Managing an email list manually? No thanks. Use an email marketing tool to automate everything.
Top Email Marketing Platforms for Authors:
MailerLite – Free up to 1,000 subscribers, easy to use, great for authors.
ConvertKit – Designed for creators, excellent automation features.
SendFox – Budget-friendly, good for simple newsletters.
Mailchimp – Popular, but expensive for larger lists.
Pro Tip: Always segment your list—separate new readers, existing fans, and ARC reviewers so they get the right content.
How to Get Book Reviews (Without Being Annoying)
Book reviews are one of the most powerful marketing tools for authors. They provide social proof, help boost your book’s visibility, and influence potential readers to give your book a chance. But getting reviews—especially as a new or indie author—can feel impossible. So how do you get real, high-quality reviews without coming across as spammy or desperate? Let’s break it down.
Reviews are essential for book sales because they:
Build credibility – Readers trust books with multiple reviews over ones with none.
Improve visibility – Amazon’s algorithm rewards books with more reviews, making them appear in recommendations.
Influence buyer decisions – Many readers check Goodreads & Amazon reviews before purchasing.
Help with ads & promotions – Some sites (like BookBub) require a certain number of reviews before you can run ads.
Pro Tip: You don’t need thousands of reviews to make an impact. Even 20–50 thoughtful reviews can make a huge difference.
Where to Find Book Reviewers
There are several key places where you can find readers willing to review your book:
1. Goodreads (The Ultimate Reader Hub)
Goodreads Giveaways – A great way to get early reviews (but requires investment).
Goodreads Groups – Many groups allow review requests (but always follow the rules).
Listopia Lists – Add your book to curated lists for more exposure.
2. Bookstagram (Instagram for Readers)
Many bookstagrammers love reviewing indie books.
Use hashtags like #BookReview, #BookstagramReviews, #IndieAuthor to find them.
Offer free copies (physical or digital) in exchange for an honest review.
3. BookTok (TikTok for Viral Books)
Engage with BookTok reviewers by commenting on their posts.
Use #BookTokReviews, #IndieBooks, #ReviewRequest to find creators.
Send direct messages (politely) offering a review copy.
4. Book Bloggers & Review Websites
Many book bloggers accept review requests via email or submission forms. Some great places to find bloggers:
The Indie View (list of book bloggers who accept review requests)
Reedsy Discovery (paid platform for indie book reviews)
NetGalley & BookSirens (ARC distribution services)
5. Amazon Reviewers (Careful Approach Needed)
You cannot offer free books in exchange for reviews on Amazon—it’s against their policy. But you can give out free copies and hope readers choose to leave an honest review. Avoid asking friends & family for reviews (Amazon often removes them).
The Right Way to Ask for Reviews
DON’T: Send mass messages begging for reviews. It looks spammy and desperate.
DO: Personalize your requests & make it easy for readers to leave a review.
Review Request Email Template
Subject: Would You Be Interested in Reviewing My Book?
Hey [Reviewer’s Name],
I saw that you recently reviewed [similar book title], and I thought you might enjoy my novel, [Your Book Title]—a [genre] story featuring [quick hook or trope].
I’d love to send you a free copy (physical or digital) if you’re interested. There’s no pressure to review, but if you do, I’d really appreciate your thoughts!
Let me know if you’d like a copy, and thanks for considering it. 😊
Best,[Your Name]
Advanced Strategies for More Reviews
1. Use a Street Team or ARC Team
A street team is a small group of dedicated fans who get early access to your books in exchange for honest reviews & word-of-mouth marketing. Build a team by:
Recruiting from email subscribers.
Inviting engaged social media followers.
Posting a sign-up form on your website.
2. Run a Giveaway for Reviews
Offer a book giveaway with the condition that winners agree to leave an honest review. Best platforms for giveaways:
Goodreads Giveaways (for exposure + reviews).
Instagram/Twitter Giveaways (great for indie authors).
3. Include a Review Request in the Book Itself
At the end of your book, add a gentle request for reviews. Example:
"Thank you for reading! If you enjoyed this book, I’d love to hear your thoughts. Leaving a quick review on Amazon or Goodreads helps other readers discover it!"
Handling Negative Reviews (Without Losing Your Mind)
Reality Check: Not everyone will love your book—and that’s OKAY.
What to Do When You Get a Bad Review:
Accept it & move on. Even bestsellers have 1-star reviews.
NEVER respond defensively. Arguing with a reviewer makes you look unprofessional.
Look for patterns. If multiple reviews say the pacing is slow, that’s useful feedback.
Focus on the positives. Highlight great reviews on social media & in promotions.
Using Amazon to Your Advantage – Keywords, Categories & Algorithm Hacks
Amazon is the largest online bookstore in the world, and whether you’re self-publishing or traditionally published, understanding how Amazon works can make a massive difference in your book’s visibility and sales.
Amazon is a search engine. Readers find books by searching keywords, browsing categories, and seeing what’s recommended to them. If your book isn’t optimized for Amazon’s system, it’s easy for it to get buried under thousands of other books.
How Amazon’s Algorithm Works
Amazon wants to sell books—which means it prioritizes books that get clicks, reviews, and steady sales.
Here’s what Amazon tracks to decide which books get recommended:
Sales Velocity – The more books you sell in a short period, the more Amazon pushes your book.
Reviews & Ratings – Books with more reviews & higher ratings get promoted more.
Keywords & Categories – If your book is well-tagged, it appears in relevant search results.
Clicks & Conversions – If people click on your book but don’t buy it, Amazon might stop recommending it.
KU Page Reads (Kindle Unlimited) – If you’re in KU, Amazon rewards books that are read frequently.
Choosing the Right Keywords
Keywords are search terms that readers use to find books. If someone types "spicy fantasy romance enemies to lovers" into Amazon and your book has those keywords, your book can appear in search results.
Where Do Keywords Go?
Amazon’s Backend (KDP Dashboard) → You can enter 7 keyword phrases when publishing your book.
Your Book Title or Subtitle → If your title includes strong keywords (e.g., The Ultimate Guide to Cozy Mystery Writing), it can help ranking.
Your Book’s Description → Amazon’s system scans your description for keywords.
How to Pick the Best Keywords
Think like a reader: What would they type to find your book?
Use long-tail keywords: Instead of "romance," use "small-town romance with single dad."
Look at competitors: Search for books like yours and see what words they use in their titles/descriptions.
Use keyword tools: Websites like Publisher Rocket or Google Keyword Planner can help find high-ranking search terms.
Examples of Good Keywords for Different Genres:
Romance: “spicy billionaire romance,” “enemies to lovers books”
Thriller: “fast-paced detective thriller,” “psychological thriller with twist ending”
Fantasy: “dark fantasy magic academy,” “epic fantasy series with strong heroine”
Horror: “haunted house horror novel,” “Lovecraftian horror books”
Choose the Right Amazon Categories
Amazon lets you rank in multiple categories—and ranking higher in a category means more visibility. If your book is #35 in “Epic Fantasy”, it’s far more visible than if it’s #7,892 in “General Fantasy”.
How to Pick the Best Categories
Use niche categories to rank higher. Instead of “Romance,” try “Paranormal Werewolf Romance” (less competition).
Check your competitors’ categories. Scroll down on their Amazon page to see where they’re listed.
Request additional categories. Amazon only lets you choose 2 categories initially, but you can email KDP to add up to 10!
Where to Check Categories?
Use Amazon’s Best Sellers List to see trending categories.
Use BKLink (bklnk.com/categories) to find hidden categories that Amazon doesn’t always display.
Optimize Your Book’s Amazon Page
Your book’s listing page is where readers decide whether to buy. Here’s how to make it convert.
1. Book Title & Subtitle (If Applicable)
Your title should be catchy, clear, and easy to search.
Good: The Lost Mage: A Dark Fantasy Adventure
Bad: Chronicles of a Forgotten Time, Book 1 (Too vague)
2. Book Description (The Sales Pitch)
Amazon only shows the first few lines, so make them count.
Format for best results:
Hook readers immediately – “She never believed in magic—until the shadows came for her.”
Use short, punchy paragraphs – Big text blocks = people skim & leave.
End with a CTA (Call to Action) – “Get your copy today!”
3. Book Cover – Does It Match the Genre?
Your cover needs to meet reader expectations for your genre. If your cover looks self-made or outdated, people won’t click it—no matter how great your book is.
4. E-Book Pricing Strategy – What’s Best for You?
$0.99–$2.99: Best for new authors looking to gain traction.
$3.99–$4.99: Standard pricing for established indie authors.
$5.99+: Works well for nonfiction or highly anticipated books.
Pro Tip: If your book is in a series, make Book 1 cheaper ($0.99 or free) to attract new readers.
Kindle Unlimited vs. Wide Distribution
Amazon offers Kindle Unlimited (KU), where readers pay a subscription fee to read unlimited books. Authors get paid per page read, but KU requires exclusive distribution on Amazon.
Should You Choose Kindle Unlimited (KU) or Go Wide?
Go with Kindle Unlimited IF:
You write romance, fantasy, or thrillers (these do well in KU).
You want higher rankings quickly (since KU books often get more reads).
You don’t mind being Amazon-exclusive.
Go Wide IF:
You want to sell on Apple Books, Kobo, Google Play, etc..
You write literary fiction, nonfiction, or books with niche audiences.
You want multiple income streams beyond Amazon.
Pro Tip: If unsure, start with KU for 3 months (Amazon requires a 90-day commitment) and then decide if you want to go wide.
Paid Advertising – What Works & What Doesn’t
Once your book is ready, the next step is getting it in front of readers—and that’s where paid advertising comes in. Advertising can be a powerful tool for book marketing, but if you don’t know what you’re doing, it’s easy to waste money with little return. In this section, we’ll break down Amazon Ads, Facebook Ads, and BookBub Ads—how they work, what they cost, and which is best for different types of authors.
Do You Even Need Paid Ads?
Not every book needs paid ads to succeed. Before spending money, ask yourself:
Is my book optimized? (Strong cover, title, description, and reviews)
Do I have an organic audience yet? (Ads work better when paired with social proof)
Is my book priced competitively? (A $9.99 self-published ebook won’t convert as well as a $3.99 one)
Do I have a long-term plan? (Ads work best for series, backlist sales, or high-ranking books)
Amazon Ads – How They Work
Amazon Ads promote your book directly to people shopping for books—making them one of the best ad options for authors.
Types of Amazon Ads
Sponsored Product Ads (Most Common)
Your book appears in search results & “also bought” sections.
Sponsored Brand Ads (For Authors with Multiple Books)
Best for authors with a series or multiple books. Shows a banner with multiple books when people search related keywords.
Lockscreen Ads (Not Always Worth It)
Ads appear on Kindle lock screens.
These don’t always convert well, but some genres (romance, thrillers) do okay.
How to Set Up a Smart Amazon Ad Campaign
Step 1: Choose the Right Keywords
Use genre-specific keywords (e.g., “enemies to lovers fantasy” instead of just “fantasy”).
Use author names of books similar to yours (e.g., Sarah J. Maas if you write similar fantasy).
Use Publisher Rocket (paid tool) to find high-performing book keywords.
Step 2: Start with Low Bids & Test
Amazon Ads run on a bidding system—you bid a price per click.
Start with $0.30–$0.50 per click and adjust based on performance.
Step 3: Monitor & Adjust
Check ad performance weekly—if keywords aren’t converting, replace them.
If your Click-Through Rate (CTR) is low, it might be your cover or book description.
Facebook & Instagram Ads – Are They Worth It?
Facebook and Instagram ads reach readers outside of Amazon, making them ideal for building your email list (before launch), boosting pre-orders or launch day sales and directing traffic to your book’s sales page.
How Facebook Ads Work
Facebook Ads target specific readers based on interests. You can target fans of similar authors (e.g., “people who like Colleen Hoover”). Ads appear in Facebook feeds, Stories, and Instagram reels.
How to Set Up a Smart Facebook Ad Campaign
Step 1: Target the Right Readers
Select “Book Lovers” & fans of specific authors.
Use detailed targeting (genres, reading habits, Kindle owners).
Step 2: Choose an Engaging Image
A well-designed book cover works best.
Test aesthetic images (like a moody fantasy scene for dark fantasy books).
Step 3: Write a Hook that Converts
Example: “If you love spicy enemies-to-lovers fantasy like A Court of Thorns and Roses, you NEED to read this.”
Step 4: Set a Small Daily Budget
Start with $5–$10 per day.
If an ad isn’t converting, change the text or audience before increasing the budget.
Best for: Romance, fantasy, thrillers, and books with strong tropes that fit viral trends.
BookBub Ads – Best for Discounted Books
BookBub is one of the best platforms for book deals and promotions. If your book is discounted ($0.99–$2.99), this can be a great ad option.
BookBub Ads target readers who follow specific genres and authors.
You only pay if someone clicks your ad (Cost Per Click model).
Works best for ebooks & Kindle Unlimited titles.
Best for: Discounted ebooks, free book promos, and first-in-series promotions.
Book Launch Strategies – How to Make a Splash on Release Day
Your book launch is one of the most important marketing moments in your publishing journey. A strong launch can generate momentum, visibility, and early reviews, while a weak launch can leave your book struggling to gain traction. The good news? You don’t need to be a bestselling author to have a successful book launch. You just need a plan.
Step 1: Pre-Launch Strategies (What to Do Before Release Day)
The biggest mistake authors make? Waiting until launch day to start marketing. Your pre-launch phase is where you build anticipation, collect early reviews, and make sure readers are ready to buythe moment your book goes live.
1. Set Up Pre-Orders (If Possible)
Why? Pre-orders help build momentum so that your book already has sales before launch day.
How long? Ideally, 4–6 weeks before release, so you have time to market.
Where? Amazon, Kobo, Apple Books, Google Play (Kindle Unlimited books can’t have wide pre-orders).
2. Build a Launch Team (ARC Readers & Street Team)
What’s a Launch Team? A small group of dedicated early readers who get an Advance Review Copy (ARC) of your book and agree to leave a review on launch day (or close to it), post about the book on social media and share it with their bookish friends.
Where to Find ARC Readers?
Your email list – Offer exclusive early access to subscribers.
Bookstagram, BookTok, and Facebook Groups – Many readers love reviewing ARCs.
NetGalley & BookSirens – Paid platforms where reviewers request free ARCs.
Pro Tip: Give your ARC readers a PDF, EPUB, or MOBI file so they can read before release.
Step 2: Generating Hype Before Launch Day
The weeks leading up to your launch should be all about creating excitement and making sure readers are ready to grab your book when it drops.
1. Share Behind-the-Scenes Content
Show the journey – Editing updates, cover reveals, first line previews.
Aesthetic mood boards – Readers love visual book vibes.
Character introductions – Share quotes, tropes, or playlists.
2. Run a Countdown Campaign
5 Days Before Launch: “5 days until release! Here’s why I’m excited!”
3 Days Before Launch: “3 days left! Here’s a sneak peek at Chapter 1!”
1 Day Before Launch: “TOMORROW is release day! Get ready!”
3. Offer Pre-Order Bonuses (If Possible)
What It Is: A freebie (digital or physical) that readers get if they pre-order. How It Works: Readers email their pre-order receipt, and you send them the bonus.
Examples:
Exclusive short story or deleted scenes.
Printable bookmarks or art.
Access to a secret author Q&A.
Step 3: The 48-Hour Launch Window (Making a Big Impact on Release Day)
The first 48 hours after launch are critical. Amazon and other retailers track early sales to decide if your book should be promoted.
1. Announce Your Launch Everywhere
Email your list – A launch-day email is a must.
Post on all social media – Instagram, TikTok, Twitter, Facebook.
Go live – Instagram Live, TikTok Live, or YouTube can create launch buzz.
2. Ask for Reviews Immediately
Reviews on Day 1 = Higher visibility in Amazon’s algorithm.
Remind your ARC readers to leave a review—without pressuring them.
3. Do a Limited-Time Promo (Optional)
Discount your book to $0.99 or $2.99 for the first 48 hours to encourage quick sales.
Run a BookBub or Facebook Ad to boost launch-day visibility.
Offer a “buy one, get one” deal if you have multiple books.
Step 4: Post-Launch Strategy (Keeping Sales Going After Release Week)
Your book’s success doesn’t stop on launch day. Here’s how to keep the momentum going.
1. Keep Posting About the Book (Without Repeating Yourself)
Share fan reactions & reviews – Screenshot and post them.
Create discussion questions – Encourage reader engagement.
Do a “What’s Next?” post – Hint at future books or projects.
2. Apply for BookBub Featured Deals
BookBub promotions can send huge traffic to your book. Best Time to Apply: 2–3 months after launch when your book has reviews.
3. Pitch Your Book for Podcasts & Book Clubs
Podcasts are great for book promotion—many host indie authors. Book clubs love new releases—pitch them a reading guide for your book.
Pro Tip: Create bonus content for book clubs (discussion questions, character deep dives).
Marketing Beyond the Internet – Libraries, Bookstores & Events
While online marketing is powerful, offline marketing can give you an edge—especially when it comes to building long-term visibility and credibility. Many authors focus only on social media and ads, but getting your book into libraries, bookstores, and live events can boost sales, connect you with readers, and help establish you as a serious author.
In this section, we’ll cover how to get your book into libraries and bookstores, and how to market through events like book signings, conventions, and literary festivals.
Getting Your Book Into Libraries
Libraries are one of the most underrated book marketing tools. They can expose your book to thousands of readers—especially those who might later buy your next books or recommend them to others.
How Libraries Choose Books
Librarians don’t just buy books randomly. They choose books based on:
Patron Requests – If multiple readers request a book, they’re more likely to order it.
Professional Reviews – Books reviewed in Publishers Weekly, Kirkus, Library Journal, or Booklist have higher chances of getting picked.
Library Catalog Systems – Books available through Ingram, Baker & Taylor, or OverDrive are easier for libraries to order.
How to Get Your Book into Libraries
1. Make Your Book Available Through IngramSpark
Most libraries don’t buy from Amazon, but they do order from IngramSpark.
If your book is self-published, list it on IngramSpark so libraries can access it.
2. Offer Your Book Through OverDrive & Hoopla (For Ebooks & Audiobooks)
OverDrive and Hoopla are major platforms for library ebooks and audiobooks.
Self-published authors can distribute through Draft2Digital (for OverDrive) or Findaway Voices (for audiobooks).
3. Reach Out to Librarians Directly
Email or visit your local library and introduce your book.
Provide a sell sheet (a one-page summary of your book, including ISBN, summary, and why it’s a good fit for their library).
Ask if they accept local author donations—many libraries love supporting local writers!
4. Encourage Readers to Request Your Book
Library requests work! If multiple people ask for your book, librarians will likely order it.
Tell your email list and social media followers to request your book at their local libraries.
Pro Tip: Offer to do a library event (book reading, Q&A, or workshop). Libraries love hosting community events and are more likely to stock your book if you offer to participate.
Getting Your Book Into Bookstores
Bookstores are another major opportunity for offline marketing, but they’re more competitive than libraries. Bookstores need to know your book will sell before they stock it—so your goal is to make your book as appealing as possible to them.
How to Get Your Book into Indie Bookstores
1. Make Your Book Available Through Ingram
Like libraries, bookstores order books through IngramSpark, not Amazon.
Make sure your book is returnable (bookstores hesitate to stock books they can’t return).
2. Visit & Pitch Your Local Indie Bookstore
Call or visit in person and ask, “Do you stock books from local authors?”
Bring a physical copy of your book—it’s easier for them to say yes if they can see the quality.
Offer a consignment deal (where they stock your book and only pay you when it sells).
3. Get Listed in the American Booksellers Association (ABA)
The ABA runs IndieBound, which helps indie bookstores find books to stock.
If your book is in IngramSpark, you can be added to their system.
4. Offer to Do a Book Signing or Author Event
Many bookstores will carry your book if you host an event with them.
Offer to do a reading, Q&A, or discussion about writing/publishing.
Pro Tip: Start local. Indie bookstores are more likely to support local authors, so visit bookstores in your city first before reaching out nationwide.
Attending & Speaking at Events (Book Signings, Conventions, & Festivals)
Events help you connect with readers, network with other authors, and build long-term visibility. Whether it’s a small bookstore signing or a big convention, live events can boost sales and credibility.
1. How to Set Up a Book Signing
Where?
Local indie bookstores
Public libraries
Coffee shops & community centers
Book fairs & literary festivals
How to Pitch a Signing Event:
Call or visit the bookstore and say, “I’m a local author and would love to do a book signing. Do you host author events?”
Offer to help promote the event (post on social media, invite friends, etc.).
Bring physical copies to sell (or check if the store will order them through Ingram).
Pro Tip: Have extras like bookmarks, stickers, or character art to give readers who buy your book.
2. Attending Book Conventions & Literary Festivals
If you want bigger visibility, consider attending book festivals, conventions, and industry events.
Popular Book Festivals & Cons for Authors:
BookExpo America (BEA) – The largest book industry event in the U.S.
YALLFest & YALLWest – Great for YA & fantasy authors.
Comic-Con – If your book fits sci-fi, fantasy, or pop culture.
Indie Book Fairs – Many cities host local indie author festivals (Google “[your city] book fair”).
How to Make the Most of Conventions:
Apply as a speaker – Many festivals allow indie authors to give talks or sit on panels.
Network with other authors & publishers – Bring business cards & connect!
Sell books at your booth – Some events allow indie authors to buy a table.
Pro Tip: If you can’t afford a booth, attend as a guest first—network, observe, and make connections for future years.
Getting Featured in Local Media (Newspapers, Radio, & Podcasts)
Local media loves human interest stories, and being a published author is a big deal! Getting featured in newspapers, radio, or podcasts can bring huge exposure to your book.
1. How to Pitch Your Story to Local Newspapers
Find the books editor or lifestyle journalist at your local paper. Send a press release with a headline like “Local Author Releases New Thriller Set in [Your City]”. Also include a short bio & book description and a professional author photo & book cover image.
Follow up! If they don’t respond in a week, send a polite follow-up email.
2. Getting Featured on Local Radio & Podcasts
Many radio stations have book segments or local interest interviews. Look for book-related podcasts that interview authors.
How to Pitch Yourself for a Podcast or Radio Show:
Find shows that match your book’s theme (e.g., thriller podcasts for mystery authors).
Send a short email: “Hi [Podcast Host], I’m an indie author of [genre] and would love to chat about my book, [Book Title], and my journey as a writer. Let me know if you’re interested in having me on the show!”
Long-Term Marketing Strategies – Keeping Sales Steady After the Launch Hype Fades
Your book’s launch might be over, but that doesn’t mean your marketing stops. Many authors see a spike in sales during launch week—only to watch them drop to nearly nothing afterward. The key to long-term book sales is consistency. Marketing shouldn’t just be about launch week—it should be a continuous effort. Here’s how to keep your book relevant and selling months (or even years) after release.
Evergreen Marketing – Keeping Your Book Visible Over Time
Evergreen marketing refers to long-term strategies that keep your book discoverable without constant effort. Unlike short-term promotions, these strategies work year-round and can generate passive sales. Amazon’s algorithm ranks books based on performance—so keeping your page optimized helps it stay relevant.
Update your keywords every few months (check which search terms are bringing traffic).
Refresh your book description with updated review quotes or better copy.
Test different pricing strategies (e.g., lowering your ebook to $0.99 for a week to boost ranking).
The Power of Backlist Marketing & Series Promotions
Many authors see their biggest success not from their first book, but from their later books. Readers love rediscovering books they missed. Even if your book came out a year ago, you can still promote it like it’s fresh.
Use “anniversary” promos – “One year ago today, I published my debut novel!”
Feature throwback posts – “New readers, did you miss this one?”
Bundle books together – If you have a series, market them as a package.
Running Discounts
If sales slow down, that doesn’t mean your book is dead. You can boost interest again by running a strategic discount or even relaunching your book. Periodically lowering your price can boost visibility and bring in new readers.
The “$0.99 Promo” Strategy: Temporarily lower your E-book to $0.99 and promote it through BookBub, Bargain Booksy, and Facebook Ads.
The “First-in-Series Free” Strategy: If you have a series, make Book 1 permanently free to drive sales for the rest of the books.
The “Limited-Time Discount” Strategy: Run a Kindle Countdown Deal (exclusive to Kindle Unlimited) for a short-term sales boost.
Pro Tip: Always advertise discounts through your email list & social media—sales work better when readers know about them.
Collaborating with Other Authors
Working with other authors can introduce you to an entirely new audience.
Feature each other’s books in newsletters – “If you liked my book, check out [Other Author’s Book]!”
Do joint giveaways – Readers love free books, and you both gain exposure.
Host live author chats or Instagram Lives – A fun way to cross-promote to each other’s audiences.
Conclusion
I think a congratulations is in order for finishing reading this article. It's quite a read! To conclude, long-term success as an author isn’t about one book—it’s about building a loyal reader base and keeping them engaged over multiple books.
Focus on:
Writing consistently (more books = more sales opportunities).
Marketing in small, consistent ways rather than doing everything at once.
Engaging with readers so they stay invested in your work long-term.
The most successful indie authors treat their book marketing like a marathon, not a sprint. Keep learning, keep adjusting, and most importantly—keep writing.
Jake Zuurbier, born in 2002, is a writer with a broad background. With a degree in both Business and Management, his work in writing is combined with a business in books & home decor and multiple forms of other output like art pieces or meditations. He also started Sporttonix, a gym-wear & equipment store with workout programs, informative articles on health and sports and more. He has worked jobs in retail and horeca, ranging from working kitchen in a hotel-restaurant to refugee center work.
In his free time, he is just as occupied. Photography, weight lifting, kickboxing, cooking and reading are amongst his hobbies. Most of the art in his books (and some pieces on this site) are made by himself.
To learn more, or get in contact, visit www.apolloimperium.com/jakezuurbier
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