Writing a book is hard enough, but promoting it? That’s a whole other beast.
You might think the hardest part was getting your story down on paper, revising it into something readable, and clicking “publish” on Amazon. There’s no doubt that publishing a book is a big deal. Most people never get that far.
But if no one knows your book is out there, it won’t matter how good it is. It could be the next Crescent City or Project Hail Mary, but if it’s buried under a thousand other titles, it won’t get the attention it deserves.
Marketing your self-published novel isn’t optional. It’s how you turn readers into fans and books into sales. It’s how you give your story a real shot at reaching the people it was written for. And no, you don’t need a marketing degree or a ton of money to make that happen. You just need a plan.
As someone who’s helped promote indie books (including my own), I’ve learned that good promotion doesn’t have to be overwhelming or feel fake. You don’t need to “go viral” or chase trends that don’t feel like you.
What you need are the right tools, a solid strategy, and a bit of consistency. It’s a lot like writing, actually. It builds momentum over time.
Let’s break it all down so you can start promoting your novel in a way that feels doable, effective, and, dare I say… kind of fun.
Understand Your Audience Before You Promote
If you’re trying to sell a horror novel to someone who only reads cozy mysteries, you’re basically inviting them to a haunted house when all they wanted was a quiet weekend in the countryside.
Knowing your target audience is the first real step in marketing. It’s where a lot of new self-published authors mess up. Your book might be amazing, your cover might turn heads, and your plot might be brilliant. But if you’re showing it to the wrong people, it won’t go anywhere.
So before you spend money on ads or start posting on social media, stop and ask yourself: Who is this book really for?
Is it for teens who love dystopian stories and have read The Hunger Games three times? Is it for moms who binge Kindle Unlimited romances after the kids are asleep? Or maybe it’s for young adults on TikTok who obsess over morally gray characters and tragic endings?
You need to be specific. Saying “sci-fi readers” or “women 25–40” isn’t enough. What kind of sci-fi do they like? Which tropes do they live for? What books are already sitting on their nightstand?
Every successful indie author I’ve met started by figuring this out. When you know exactly who you’re talking to, your marketing gets sharper. You’ll know where to post, what kind of language to use, and how to hook people in just a few words.
And yes, you’ve got free tools to help. Check out Goodreads to see what similar books your readers are loving or quitting. Dive into Reddit, especially book communities where readers are brutally honest about what they like and what turns them off.
And don’t sleep on TikTok’s BookTok. That place has launched books onto bestseller lists overnight. Just ask any author who’s had a video go viral and woke up to their sales chart exploding.
Think of it like dating: if you don’t know what the other person is into, the connection’s going to fall flat. But if you do know? That’s when things click. That’s when strangers turn into fans.
Build Your Author Platform (Yes, Even Before You Launch)
You don’t need to be famous, but readers should be able to find you online. If someone hears about your book and searches your name, there should be something that shows you’re a real author.
That’s what your author platform is. It’s just your online presence. A simple way for readers to get to know you, your books, and why they should care.
Start with a basic website. Just your name, your book cover, a short bio, and a place for readers to sign up for your newsletter. It doesn’t need to be fancy, just clear and easy to use. Then pick one or two social media platforms where your readers hang out.
One great review from a small book blogger can do more than a week of shouting into the void online.
If you write romance, try Instagram or Facebook. For fantasy or YA, TikTok is a solid bet. Post updates, behind-the-scenes stuff, or little extras your readers might enjoy. Keep it simple. Just be yourself.
Give away a free chapter or short story to get people on your email list. It’s a no-pressure way for readers to try your writing, and it gives you a direct way to reach them when you launch a new book or run a promo.
Authors with a newsletter and an active social media presence have a better chance of making a profit than those without. That’s a big difference. You don’t have to post every day or act like an influencer. Just be present and real. Readers are drawn to authors who feel human.
I waited too long to build my platform. I thought I needed to write more books first. Big mistake. Starting earlier would’ve made everything easier when it came time to launch. So trust me: don’t wait.
Optimize Your Book Listing Like a Pro
Think of your book listing like your online storefront. If you’re self-publishing through Amazon KDP or any other platform, this is where readers decide whether to click “Buy” or keep scrolling.
You might have an amazing story, but if your title is confusing, your description is boring, or your book is stuck in the wrong category, you’re losing readers before they even give it a chance. Your listing should do the selling for you, even while you sleep.
Start with your title and subtitle. Use keywords readers are likely to search for, and make it clear what your book is about. Something like “A Spicy Enemies-to-Lovers Romance” tells the reader exactly what to expect—much more than a vague title like “Burning Hearts.” The more specific and emotional, the better.
Next up is your description. Think of it like your book’s elevator pitch. Keep it short, use emotional language, and make it feel like you’re sharing a secret.
Start strong, maybe with a question or a bold statement, then wrap it up with a little teaser that makes people want to know what happens next.
When it comes to keywords and categories, don’t guess. Use tools like Publisher Rocket to see what real readers are searching for and which book niches aren’t overly crowded. The more targeted you are, the more your book will stand out.
And let’s talk reviews. Get them early by sending advance copies to beta readers or ARC reviewers. Books with many reviews are more likely to convert views into sales.
In the end, your book listing is like a digital handshake. It’s the first impression you give a reader. So make sure it’s polished, clear, and compelling enough to stop them from scrolling past.
Submit Your Book to Free and Paid Promo Sites
If you’re just starting out, book promotion sites can help you reach readers fast without spending months building an audience from scratch. These websites already have big mailing lists full of people looking for their next read.
So instead of posting endlessly on social media hoping someone notices, you can put your book right in front of readers who are actually ready to click and download.
Freebooksy is great if you’re running a free eBook deal, while Bargain Booksy works well for discounted books. If you’re on a budget, you can try Book Cave, Book Rebel, or Fussy Librarian—they’re affordable and still give decent exposure.
Reedsy Discovery is another solid option, especially if you’re hoping to collect early reviews and build buzz.
Just make sure you time your promotions wisely. Plan them around your book launch, a Kindle Countdown Deal, or a high-traffic time like summer or the holidays. Done right, these promos can lead to hundreds (or even thousands) of downloads and long-lasting visibility.
I saw this work firsthand when I helped a friend promote a fantasy novel. We ran a Freebooksy deal and hit over 2,000 downloads in two days. That spike didn’t just bump their Amazon rank.
It brought in new readers, fresh reviews, and even full-price sales long after the promo ended. It was way more effective than anything we could’ve done with just social posts.
Use Social Media (Especially TikTok and Instagram)
A lot of authors feel weird about social media, but you don’t need to dance, go viral, or be an influencer to make it work. It’s not about being flashy. It’s about being real. As a writer, you already know how to tell stories, and that’s exactly what social media is for.
You can start small: post a photo of your book on your desk, share a short video after finishing a tough chapter, or talk to the camera like you’re chatting with a friend about your book.
TikTok has become huge for book promotion. The hashtag #BookTok has over 200 billion views, and it’s helped indie authors go from a few sales a month to signing big publishing deals.
One standout example is The Atlas Six by Olivie Blake. She self-published the book, gained momentum on TikTok, and eventually landed a major publishing contract. That kind of reach just isn’t possible with traditional ads or bookstore shelves.
Instagram also works well, especially if your book has a strong vibe, theme, or aesthetic. Simple things like character quotes, writing updates, or mood boards can really click with readers.
And no, you don’t need thousands of followers. What matters more is engagement. If a few readers love your content, they’ll remember you, recommend your book, and probably buy the next one too.
So don’t stress. Just be yourself. Talk about your characters like they’re people you care about. Readers want more than just a good story. They want to connect with the person behind the words. If you can give them that, even in short videos or simple posts, you’re already doing it right.
Start an Email List and Actually Use It
Email marketing isn’t outdated. It’s still one of the most effective ways to connect with your readers. Unlike social media posts that get buried in busy feeds, your email lands right in someone’s inbox. That gives you a direct, distraction-free way to talk to people who genuinely care about your books.
To grow your email list, offer something readers actually want, like a free short story, character backstory, or exclusive sneak peek from your book. It doesn’t need to be complicated. Just give them a reason to say, “I’d love to read more from this author.”
If you’re showing your book to the wrong crowd, it doesn’t matter how brilliant it is.
And once they’re on your list, don’t go quiet. Keep in touch. Share updates about your writing, cover reveals, or funny behind-the-scenes moments. Let your readers feel like they’re part of the process. Say thank you with an occasional freebie or discount, and invite them to reply or ask questions.
Tools like MailerLite and ConvertKit make all of this easy to set up, even if you’re not tech-savvy. You can automate welcome emails, send regular updates, and see what your readers like most. I’ve seen indie authors build solid, loyal followings just by sending real, honest emails, and many of those readers end up becoming their biggest fans.
Reach Out to Reviewers and Influencers
Don’t just sit around waiting for reviews. Go get them. Reviews are like word-of-mouth in digital form, and in a world full of books, they can make all the difference. One great review from a small book blogger or a passionate reader on TikTok can get people talking.
Start by finding bloggers and reviewers who focus on your genre. Read their review guidelines, and when you message them, make it personal. Mention a post or book they’ve shared that’s similar to yours. That personal touch shows you’re not just spamming.
Social media is your friend here. TikTok and Instagram are full of book lovers, especially micro-influencers with 1,000 to 10,000 followers. Their followers are usually super engaged, and they’re often open to reviewing new books.
Send a quick, friendly message, offer them a free copy, and let them know you’re happy with an honest review. That’s normal in the publishing world. Just don’t ask them to say only good things.
If you want to speed things up, check out sites like BookSirens and Booksprout. They connect you with readers who actually want to review new books. NetGalley is another tool, but it’s pricier and works better if your book already has some momentum.
No matter where or how you reach out, always be respectful. Not everyone will respond, and not every yes will lead to a review. But every yes is a chance to get noticed. And the more people see your book, the more those reviews will start coming in naturally.
Run Discounts and Giveaways to Boost Sales
Discounts and giveaways are a smart way to get your book noticed, especially when you’re just starting out. And no, this isn’t about cutting prices just to compete. It’s about using short-term deals to catch attention, boost visibility, and bring in new readers who might not take a chance at full price.
Offering the first book in a series for free is a proven strategy. It lets readers try your writing with zero risk, and if they enjoy it, they’re more likely to buy the rest.
A 99¢ launch or flash sale can also push your book up Amazon’s rankings and help you show up in “Customers Also Bought” suggestions, which means even more eyes on your work.
If you’re using KDP Select, Kindle Countdown Deals let you run limited-time discounts while still earning royalties. Combine that with ads or an email promo, and you’ve got a powerful combo to drive downloads.
Goodreads giveaways are great for getting early attention. Even if someone doesn’t win, they often mark your book as “Want to Read,” which helps spread the word. Readers love free stuff, and visibility leads to reviews, rankings, and more sales down the line.
Most successful indie authors run at least one promo each quarter. It’s not about cheapening your book. It’s about getting it in front of the right people and letting it speak for itself.
Collaborate with Other Authors and Communities
You don’t have to market your book all by yourself. Teaming up with other authors is one of the easiest and most effective ways to reach new readers, without spending a ton on ads.
When you swap newsletter mentions with writers in your genre, you’re getting your book in front of people who already love the kind of stories you tell. It’s not competition—it’s teamwork that helps both of you grow.
Joining anthologies or box set projects is another great way to get exposure, especially if you’re still building your fanbase. Readers love bundles, and being featured alongside more established authors can give your book instant credibility and attention.
Running giveaways or book bundles with other authors is a smart way to grow your email list and boost engagement. I’ve seen writers add hundreds of subscribers from one well-planned group promo. And it’s not just about numbers. It’s about finding people who genuinely enjoy what you write.
Even things like guest blogging or podcast interviews with fellow indie authors can help you get noticed. You get to share your story, talk about your book, and connect with new readers who might not have found you otherwise.
Writing can feel like a solo journey, but marketing doesn’t have to be. Communities like 20BooksTo50K, The Creative Penn, and Self-Publishing Formula are full of authors helping each other succeed.
If you’re not part of a writing group yet, now’s the time. It makes everything—from promotion to publishing—feel a whole lot more doable.
Create Content That Builds Trust (Without Sounding Salesy)
Sharing content like blog posts, podcast episodes, or guest articles helps readers see you as more than just someone selling a book. It shows them the person behind the story. And that personal connection can be the reason they decide to check out your work.
You don’t need to write long essays or record weekly podcasts. Just play to your strengths. If you like writing, blog about things your readers already enjoy, like fantasy creatures, historical facts, or behind-the-scenes details from your worldbuilding.
That kind of content naturally draws in the right audience without feeling like a sales pitch. And if you’re open to collaboration, try guest posting on a book blog or indie author site. It’s an easy way to reach more people and build trust.
Already writing thoughtful stuff? Repurpose it on Medium or LinkedIn for more exposure. The goal isn’t to yell “Buy my book!” It’s to show you care about your readers and your genre.
When you consistently share helpful or entertaining content, people start paying attention. And once they trust you, the book sales follow.
Try Paid Ads (But Don’t Burn Cash)
Paid ads can help sell your book—but only if you’ve done the basics first. That means your cover should look professional, your blurb should be clear and engaging, your reviews should build trust, and your keywords should match what readers are searching for. If those pieces aren’t in place, ads won’t save your sales.
If your book listing is ready, you can use ads to bring more readers to it, especially during a launch or discount. Start with a small budget and test things out. Amazon Ads are great because they show your book to people already shopping for similar titles.
Your book listing is like a digital handshake—make it polished, clear, and compelling.
Facebook and Instagram Ads work well for building awareness or reaching people who’ve already shown interest in your work. And if you’re running a deal, BookBub Ads are a solid option for getting more long-term exposure.
The trick is to aim your ads at the right people and use words and images that grab attention. Think like a reader—why would you click? Once your ad is live, don’t forget about it. Check the results, tweak what’s not working, and keep adjusting until you find what works. Paid ads can be powerful, but only if you use them wisely.
Treat Promotion Like a Long Game
Here’s my take, as someone who’s been in the trenches: promoting your self-published novel is less about flashy launches and more about consistent connection.
You don’t need a huge budget. You don’t need a massive following. What you need is persistence, authenticity, and the willingness to try different angles until something clicks.
Sometimes the boost comes from a BookTok mention. Sometimes it’s a well-placed newsletter swap. And sometimes it’s just you, one reader at a time, building a tribe.
Don’t get discouraged if things move slow at first. This is a long game—and if you’re in it for the love of storytelling, the marketing will get easier with each book you write.
Now go put your book out there. Readers are waiting. You just have to show up.
