I’m not sure how to market and sell my book. What are some things I can do to generate interest and increase sales?

6 Mar 2025

Question: I’m not sure how to market and sell my book. What are some things I can do to generate interest and increase sales?

Answer:

We know marketing and selling a book can be a daunting, and often frustrating task. Not to mention, what works well for one book, may not work for another.

The great news about book marketing is that no matter how long your book has been out in the marketplace, it’s never too late to put some effort into promoting it and generating some sales. There are many effective channels for marketing a book including social media, events, email newsletters, publicity, and more. The most successful book marketing plans are those that include a combination of channels and strategies, giving your book the best possible chance of being discovered.

To kick off your book marketing plan, here are 101 actionable ideas you can start implementing today:

Be present on at least one social media platform – Platforms like Facebook Instagram, X, and LinkedIn are important for forming deeper connections with readers and establishing a global following. A strong digital presence will also make you more discoverable online.
Create an editorial calendar – Consistency is crucial for social media success. Developing a monthly content calendar in advance will help you maintain a regular posting schedule and ensure a steady flow of content. Some authors post daily while others post weekly.
Sign up with a scheduling platform – To save time and effort with social media posting, you can use a service such as MeetEdgar, Hootsuite, or Buffer to upload and schedule your social media posts ahead of time for a monthly fee. Some social media platforms like Facebook allow you to schedule ahead within the platform itself.
Learn how to use Canva or other design program – Canva is a free, user-friendly design tool that offers a library of content to use, including photos, icons, illustrations, video, audio, fonts, and templates. Platforms like Canva be great resources for creating visually appealing graphics and social media posts.
Share teaser quotes or excerpts – You can give an exclusive look at your work by sharing quotes or short excerpts from your writing. These can be used as teasers for fiction books, or as bits of information or inspiration for nonfiction books.
Ask for feedback – One of the best ways to engage on social media is to ask your followers questions. Do you need feedback on which book title is best? Or, maybe you’re just curious about what people are reading at the moment?
Thank your followers for reviews – It’s always good to acknowledge the support you receive from readers and fans that follow you, purchase your work, and leave reviews. This can also serve as a little reminder for busy readers, encouraging more reviews.
Do a giveaway – Everyone loves the chance to win something, and readers are no exception! Giving away a copy of your book, a copy of another author’s book, or other merchandise can be a great way to build your following.
Share upcoming events – Whether doing a book launch event, speaking engagement, or interview, it’s important to keep your followers updated on your upcoming events and appearances. This gives them an opportunity to attend and support you, or, share the news with others.
Tie into themed holidays or seasonal events – There are the major holidays you can recognize with a festive post, but there are also many lesser-known, themed holidays and awareness days, or even awareness months.
Do a live Q&A – Many social media platforms have a feature that allows users to go live with their followers, meaning you can do a live video stream. This is a great way to do a Q&A session with fans.
Tie your book to a current event if relevant – Making your book newsworthy is a great way to create a buzz and spread the word about your work. Make note of all of the messages and themes that are present in your book so that you can use them as events come up.
Research and use relevant hashtags – A hashtag is just a simple way to categorize online content to make it easily searchable by users. It’s always a good idea to include a few, relevant hashtags in your posts so your content is more discoverable.
Create a book trailer or other videos to share – Many authors are now creating short form video content such as book trailers, tutorials, or author vlogs. Platforms like YouTube, Instagram, or TikTok offer opportunities to connect with readers through video. This content can be inspiring, informative, or even just for fun.
Champion other authors – A great way to support your fellow authors is to repost interesting content or exciting news they share on their social media pages, and hopefully they will return the favor. This can put you on the radar of their readers and followers.
Host a live writing sprint or workshop – You likely have fellow authors and aspiring writers following you on social media, so consider hosting a quick, live writing sprint on Facebook or a longer writing workshop on YouTube.
Share hobbies, passions, and pets – Readers like to get to know what authors do outside of the writing. Do you have any hobbies or special talents you’d like to share? Everyone loves animals, so showing off your pets can be a great way to give followers a fun peek into your daily life.
Encourage fan fiction – Readers love to be involved in the creative aspects of a book and many loyal fiction fans enjoy writing “fan fiction”, which are stories based on your characters, setting, and storylines. Book series in the romance, fantasy, and science-fiction genres work well for this fun challenge.
Request character art – Like fan fiction, readers love visualizing the characters and settings of a story. You can request your followers to submit character art, which you can then share in posts.
Announce your next book – If you have another book in the works, share your excitement for the project with your followers. Not only will this hold you accountable, but they will become invested in your progress.
Join relevant Facebook groups and engage – There are many genre and topic-specific Facebook groups where meaningful connections and discussions are taking place. You can search for groups relevant to your work and join in on the discussions. These groups can provide some valuable insights.
Create a Facebook group – If you have an Author page on Facebook, which we recommend you do, you can create a closed group for your fans to engage with each other and to receive exclusive content or promotions from you.
Like comments or respond to comments on posts – It’s important to interact with your followers by answering questions, liking comments, and participating in discussions. If readers feel like they can connect with you as a person, they are more likely to buy your books and recommend you to others.
Add another platform to your online presence – Once you are comfortable with one social media platform and are posting on a regular basis, you can consider adding a second one. Some platforms can be linked together, like Facebook and Instagram, making cross-posting even easier.
Create an author website – If you don’t already have one, you need to create one. An author website serves as your “central hub” on the internet, and should include essential information such as your author biography, your published work and descriptions, where to buy, social media links, and contact details.
Add an email sign-up form to your website – Building a list of reader emails will allow you to start communicating with them through email. Email marketing is one of the most powerful ways to stay connected with your followers. Through email newsletters, you can provide exclusive content, updates on new books, and offers that encourage readers to buy your books. Be sure to include a lead magnet (free downloadable) to entice them to sign up.
Start a blog – Adding a blog to your website on topics that interest you and your target audience is an excellent way to stay relevant and visible. This content can include book reviews, writing tips, industry news, or personal stories. You can also use search engine optimization (SEO) techniques to ensure your content ranks well on search engines, increasing visibility.
Enhance your book description and About the Author – Your book description and author biography can play a critical role in the book buying decision. The description is your chance to “hook” the reader and leave them wanting more, while the biography provides credibility and a personal connection.
Create an online course – There are many ways authors can repurpose their valuable content, especially when there is an educational or transformational element. An online course or workshop can be a great complement to a book.
Ensure your website is optimized for mobile viewing – Many readers browse the internet using smaller screens such as tablets or smartphones. It’s important to test your website on various devices and internet browsers to make sure it looks and works as it should across the board.
Guest blog on other websites – Authors can reach out to established bloggers related to a book’s topics, genres, or themes, and see if they will post one of your articles on their blog. These guest posts ultimately push traffic and visibility back to your own blog or website through your author biography at the end of the article.
Join Amazon Author Central and claim your books – Amazon Author Central is an online platform that allows authors to manage their public Amazon profile and control how their books are presented on Amazon.com.
Optimize your Amazon book page – Once you’ve claimed your book through Amazon Author Central, you’ll have access to your book sales page. You can update all details and enhance your content even more using Amazon’s A+ Content tool.
Review your book’s categories on Amazon – The categories assigned to your book on Amazon will determine where it is placed in their vast catalog. The more specific and accurate you can be with where your book fits in, the better chance you’ll have of reaching the right readers for your book, and of improving your sales rankings.
Join the Goodreads Author Program – Goodreads is considered the largest social platform for readers. Authors can join the Goodreads Author Program which allows them to claim their books, advertise, run giveaways, and engage with readers.
Join BookFunnel to connect with authors and readers – BookFunnel is an online platform that assists authors with managing and distributing eBooks and audiobooks, and offers marketing support for email newsletters and swaps, group promos, ARC programs, review copies, and more. Authors can sign-up for a 30-day free trial, and membership plans start at just $20 a year.
Organize and execute a blog tour – Authors can organize an online book blog tour that involves collaborating with online bloggers or groups relevant to their book to help spread the word. This can be a cost-effective way to boost awareness in a short amount of time.
Set yourself up to sell direct – Website builders like Squarespace, Wix, and Shopify have simple e-commerce tools and integrations you can use to capture book orders and process payment for a fee. Selling direct has many benefits including higher royalties, capturing reader data, and being able to offer exclusive deals and bundles.
Create a Linktree link – If you have a large digital footprint across many different platforms online, you can use a free tool like Linktree to curate all of your different accounts, pages, and links under one web address. You can then use this web address on profile pages, business cards, and more.
Plan a book launch event – It’s never too late to plan a fun and rewarding event to celebrate the launch of your book! You can find a unique venue in your area to host an in-person event, or even host a live event online through social media channels or through video conferencing platforms like Zoom.
Secure book signings – Readers love meeting authors in person, and it’s even better when they can purchase a signed copy of the book. Think outside of just bookstores when considering which local venues to contact to see if you can arrange to do a signing.
Find speaking opportunities – Offering to speak or do a live reading at your local bookstores, libraries, schools, and relevant organizations can be very effective in connecting with potential readers. You can also work your way up to getting paid for some of these opportunities!
Be a guest on a podcast – Appearing on podcasts relevant to your genre or area of expertise can introduce you to a wider audience. It can also help build your credibility as an authority figure in your niche. You can search websites like RadioGuestList.com for opportunities.
Visit your local bookstores – Bookstores love supporting local authors, as do their patrons, so introduce yourself and see if you can get your book placed in store or partner on events like signings.
Think outside of the bookstore – Don’t limit yourself to just the bookstores in your area. There are other retailers such as clothing boutiques, coffee shops, and gift shops that may be interested in selling your book. You can also connect with your local museums and zoo.
Visit your local libraries – There is an audience to be reached in public libraries, so you should get to know your local librarians and see if you can get placement on their shelves or collaborate on events such as signings and readings.
Create a press release – A press release is a journalistic, one-page document that is used to generate media interest in you and your book. It is comprised of a catchy headline, compelling book description, the book’s metadata, author contact information, name of the publisher, release date, and where the book will be available for purchase.
Create a sell sheet – Also called a one sheet or sales sheet, this document is used to summarize important information about your book. Just as its name signifies, a sell sheet promotes your book and/or you to key decision-makers such as booksellers, event organizers, literary agents, journalists, and more.
Get professional headshots – If you don’t already have high resolution, professionally photographed headshots, you should add this to your list. These can be used on book covers, sell sheets, your website, and marketing materials. Media outlets often request a headshot when they are publishing your article or interview.
Create an author media kit – Using the press release, sell sheet, and professional headshots noted above, you can create an author media kit that can be presented for various opportunities such as interviews, speaking, book placement, and attracting agents.
Reach out to local media for interviews – Publicity opportunities like media interviews are free promotion for your book, so don’t underestimate the importance of contacting your local newspapers, radio stations, podcasters, and more for interviews. Send them your media kit!
Buy booth space at a local festival or fair – Attending local book festivals or fairs can provide a wonderful opportunity to meet readers in person and sell books. These smaller events can help build your confidence for attending larger events in the future.
Teach a class or join a panel discussion – If you have knowledge to share, look for opportunities to share it. This is especially important for nonfiction authors that write books with an educational or transformational element.
Reach out to book clubs – Book clubs are full of avid readers and can often be joined virtually by authors, making it a cost-effective way to connect globally. You can join in a discussion about your book, do a Q&A, or just enjoy some time socializing with your fans.
Create a list of relevant keywords – Keywords are the terms or phrases that potential readers type into a search bar to look for books like yours. Some digital advertising platforms will allow you to enter relevant keywords when you create an ad, increasing your chances that the right readers will be targeted.
Run a Facebook ad – When you create a Facebook business page, you are given access to the Meta Business Tools, which allow you to create and run image, video, carousel, and collection ads. If your Facebook account is linked to an Instagram account, you can run ads on both platforms using Meta Business Tools.
Run an Instagram ad – When you set up a professional account on Instagram, you can run ads from your Instagram professional account and use Meta Business Tools to create ads that appear on both Instagram and Facebook, if the two accounts are linked.
Run an Amazon ad – If your book is for sale on Amazon.com, you can access the Amazon Ad program either through Amazon KDP or through Amazon Author Central. This paid, cost-per-click advertising program allows authors to set up ads that appear in search results and on product pages.
Run a discount promotion through BookBub or The Fussy Librarian – You can apply to have your book advertised in the newsletters of these types of platforms. Many of these platforms promote discounted or free eBooks only, so if you haven’t created an eBook version of your book, you should consider making one to maximize your reach.
Enter contests – Receiving an award or honorable mention for your book can be a great boost to your writing career (and confidence!) Other benefits include monetary reward, publication in a collection of work or in a print or online magazine, and resume building.
Garner reader reviews – Readers often rely on reviews to determine whether or not they will purchase a book, and key decision-makers such as literary agents, book buyers, and librarians rely on reviews to demonstrate an author’s credibility and quality of writing. Getting positive reader reviews can greatly affect sales and future opportunities.
Submit your work for professional reviews – Reputable outlets like newspapers and trade magazines or online journals provide independent reviews that are trusted by librarians, agents, and book buyers to guide them in their book acquisition efforts.
Write short stories, poetry, or essays to submit to literary magazines and journals – Literary magazines and journals focus on publishing short form creative writing such as short fiction, poetry, essays, book reviews, and sometimes art and photography. Getting published in reputable publications can build your credibility and lead to other opportunities.
Write short stories or essays to submit to anthologies – An anthology is a compilation of short works from many different authors. Anthologies can help build your publishing portfolio and offer you an opportunity to reach readers by tapping into the audiences of other authors.
Offer to write op-eds or articles for newspapers – Short form, journalistic writing can be a great skill for authors to add to their portfolio of work. Pitching article ideas to local newspapers and magazines and getting published can bring credibility and awareness to your work.
Explore Artificial Intelligence (AI) to support your efforts – The are a large variety of AI tools to help all types of writers in every stage of the process, some of which are free or have a free tier or trial, allowing you to explore them at no cost. When used responsibly, AI can assist with brainstorming, researching, editing, and enhancing copy.
Create swag or merchandise – One way to stand out is to produce promotional goods that complement your author brand or books. Swag (“stuff we all get”) are typically items an author gives away for free or with purchase, while merchandise includes items an author sells alongside their book or books.
Create business cards or bookmarks to hand out – A unique business card or bookmark can be a great ice breaker at in-person or networking events. Make sure they include all of your contact information, your website, and where your book can be purchased.
Collaborate with other authors – Doing joint promotions, interviews, or giveaways with other authors in your genre can expand your reach to new readers who may not have heard of you, and provide more budget-friendly options by sharing the costs.
Do newsletter swaps with other authors – If you do maintain an author newsletter, you can contact other authors in your genre to see if they want to do a “swap” where you promote each other in an upcoming email newsletter. This is a great way to find new readers that are already interested in your genre.
Create an eBook or audiobook – eBooks and audiobooks continue to grow in popularity year after year, yet many authors still publish a paperback or hard cover version of their book and never consider digital formats. Publishing an eBook or audiobook version of your manuscript is an excellent way to expand your distribution, reach new readers, and improve your online discoverability.
Create supplemental materials – Both fiction and nonfiction authors can benefit from creating materials that complement their books. This can include book club discussion guides, worksheets, workbooks, free coloring pages, character cookbooks, and school curriculums.
Garner endorsements – An endorsement, also known as a testimonial, is a statement of support from an expert, thought-leader, or established author that lends credibility to a book. When authors include one on a book’s cover, in the front matter, and in marketing copy, it can increase reader respect for the work and encourage them to consider making a purchase.
Create an exclusive edition of a book – Authors can repurpose their content by creating a limited edition such as a special anniversary edition, bonus content edition, or exclusive cover edition. This will excite your current followers while also capturing new readers.
Look for ways to expand your distribution globally – There may be huge potential for your book outside of your country of origin. Confirm you’ve retained the foreign rights for your book, and research foreign agencies and publishers that can assist with selling your book in other countries.
Make sure your book is available through a wholesaler or distributor – Bookstores and retail chains purchase books through wholesalers and distributors. By making your book available through channels like IngramSpark and Baker & Taylor, you will give your book the best chance at in-store and library placements.
Donate a few copies of your book – Donating a few copies of your book to libraries, book drives, used bookstores, shelters, and daycares can be an effective way to start creating awareness and get more eyes on your book.
Explore book subscription boxes – Book subscription boxes are on trend, delivering a curated package of books directly to a subscriber's door each month based on their chosen genre or reading preferences. Authors can look for opportunities to be a part of these programs.
Enhance your book’s front and back matter – Front and back matter are the pages before and after the main body of text in a book. These pages can be used to share endorsements, acknowledgements, direct readers on where to leave reviews, and share news about your other books.
Join literary organizations – Writing organizations and writers groups can be valuable support systems. There are genre-specific organizations, speaking focused organizations, online writing groups, and local and regional writing groups.
Consider book translations – If you believe your book will resonate with readers in non-English speaking countries, you may want to consider getting your book translated into other languages by a professional translator. This will allow you to tap into a whole new audience.
Set yourself up on a subscription platform – Platforms such as Patreon, Substack, and YouTube allow authors to offer content directly to their dedicated followers in exchange for a small, monthly subscription fee. The content can include book-related bonus material such as short stories or deleted scenes, serialized chapters, poetry, essays, or exclusive videos, podcasts, and Q&A sessions with fans.
Enhance your author branding – The type of book or books you write will greatly influence the fonts, colors, and design elements used to enhance your online presence and marketing materials. Make sure your branding and messaging accurately represent your work and are consistent across all assets.
Enhance your email signature – Make sure all of your contacts know about your book and where to find more information by including your author website and book cover image in your email signature.
Attend networking events – Authors should seek out other authors, editors, literary agents, publishers, and bloggers to form mutually beneficial relationships. You can surrounded yourself with knowledgeable supporters whose advice and contacts will be invaluable to you later on.
Write reviews for other authors – Another great way to support your fellow authors is to write reviews for the books you enjoyed, and hopefully they will return the favor. Reviews do matter, and authors will appreciate the time and thought you put into the reviews.
Create a podcast – With the right skills and content planning, authors can create their own podcast series centered on their book’s topic or themes, their area of expertise, or their writing knowledge and journey.
Hire a publicist to execute a campaign – Working with a literary publicist on a campaign can give authors access to media outlets and media opportunities they wouldn’t have otherwise. Publicists have industry connections and know how to pitch your book to these decision-makers.
Do a crowdfunding campaign for you next project – Authors can use crowdfunding sites such as Kickstarter, Indiegogo, and Unbound to run a campaign and raise money when planning to self-publish a book. You are essentially pre-selling your book’s concept with the added bonus of building a readership and following as you do it.
Create a “permafree” book – Having an eBook that you offer for free on platforms like Amazon can be a great gateway to get readers into your world. A free eBook also provides a lot of promotional and lead magnet opportunities.
Publish a prequel or sequel – Fiction authors can benefit from writing a prequel or sequel to a standalone novel. It can be a novelette, novella, or full-length novel. Current followers will be eager to continue on the journey with your characters and world.
Build an author street team – Having a team of loyal fans can be a great asset for authors. These are individuals in your target audience that are willing to support you, spread the word, and buy your latest book. Authors can tap into this group for ARCs, beta reading, reviews, and more.
Create a bundle promotion – If you have more than one book in your portfolio, you can test bundling the books for special promotions. This can work well at in-person events. You can also do bundles with other authors.
Respond promptly to reader emails and messages – If readers take the time to reach out via email, be sure to acknowledge their messages. Whether it’s a fan email or a question about your books, responding builds goodwill and helps readers feel valued.
Reassess your value proposition and unique selling point – Your book’s value proposition is how readers will benefit from your book, and your unique selling point is what makes your book different from other books in your genre. Make sure these two messages are clear in all of your marketing materials and copy.
Re-evaluate your target readers – Your target readers are the individuals most likely to notice, purchase, enjoy, and pass along the news of your book. If you’re not tuned-in to your target readers and how to reach them, you risk investing in the wrong marketing activities and ultimately, not getting the book sales you desire.
Research successful authors in your genre – Sometimes the best and most telling research is to study what other authors in your genre are doing well, and evaluate if their approach can also work for you.
Do reader surveys or polls – Your readers can be a valuable source of information and inspiration. Don’t be afraid to ask their opinions and request feedback. You can poll them on everything from book title suggestions, to character names, to what they’d like to see from you.
Review advertising and sales data to see what works and what doesn’t – Advertising can be tricky and sometimes requires testing to see what leads to click-thrus and sales. Be sure to review the data for any digital advertising you do to see what is successful in driving traffic to your book page or website.
Use Google Analytics to track website traffic – Google Analytics is a free tool that tracks data associated with your website traffic and can help you make sense of that information. If you are looking to drive more traffic to your author website, there are some simple steps you can take.

101. When you find the tactics that are effective and that you enjoy doing, repeat often!

Marketing is not a sprint; it is a marathon, and there is not a one-size-fits-all solution for every book or every author. Whether you decide to put your efforts into social media, enhancing your website, or filling up your calendar with in-person events and appearances, there is something here for everyone. The most effective strategies are often the ones that align best with your personal strengths and your book’s target audience.

You can find in-depth resources on the ALC for all of the book marketing ideas listed above. Just type the topic in the search bar and explore what pops up.

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