5 Biggest Misconceptions Writers Have About Book Marketing and Sales
Why letting go of these myths will help you reach more readers and sell more books
When I launched my first book around 2010, I thought all I needed was a great story and some glowing reviews. I figured readers would just…find it.
Spoiler: they didn’t. What I had written was strong (and even won some awards), but what I hadn’t built was visibility. That was my wake-up call.
I’ve seen the same misperceptions resurface repeatedly (I started my BadRedhead Media business in 2011). These myths about book marketing are not only common and misleading, but they can also derail a writer’s career before it even begins.
I even see many writers on Substack buying into these myths.
I was inspired to write this post in response to an author who told me that she was counting on her books putting her “on Easy Street.” I don’t want to spoil anyone’s dreams; however, I urge you to have realistic expectations.
💥 Shout-out to my exclusive advertising sponsor, the always-free Booklinker (universal book links—so helpful!), and the paid tool, GeniusLink. I love both💥 (affiliate link).
“The best way to market a book is to write another one.” ~ Seth Godin
You’ve probably heard the same whispers I once believed: “If the book is good, it will find its audience.” Or maybe you’ve seen other writers humblebrag about their “one big launch” that catapulted them onto bestseller lists overnight (maybe it did! Good for them).
The truth? These can be some of the most damaging myths in the publishing industry. Let’s break it down to the top five (there are many more myths out there - what would you add?)…
1. 📚 Believing a Good Book Will Sell Itself
A great book is the foundation, but readers can’t buy a book they’ve never heard about or can’t find, right?
Discovery takes visibility.
What to do instead: Build your author platform while you write. Share behind-the-scenes posts, set up a Substack or blog, and start collecting email subscribers. Use tools like Booklinker or Geniuslink so every link to your book works worldwide.
Where do your readers hang out? Start with that info. Which social media sites are indexed by Google? That’s important, too.
Resource: Written Word Media – Book Marketing Guide
2. 🚀 Treating Book Marketing Like a One-Time Thing
A book launch is exciting, but you’re far from done. Many readers discover books long after launch day, especially now in the digital age. And regardless of how you are published, your marketing is still on you.
Publishers do some marketing, but anything related to social media, websites, blogging, newsletters, and other similar activities is all up to you. More here ⬇️
What to do instead: Create an ongoing book marketing plan (you can start with my free checklist below).
Rotate themes each month, e.g., quotes from reviews, excerpts, Q&A posts, podcasts, or BookBub promotions. Repurpose content across platforms to avoid constantly reinventing it.
Resource: BookBub Marketing Tips for Authors
📖 1–2–3 Book Marketing Checklist - Steal This!
1. Pre-Launch (3–6 months before):
Build your author platform (website, Substack, socials).
Create universal buy links (Booklinker or Geniuslink).
Send ARCs via NetGalley, BookSirens, or select reviewers.
Pitch podcasts/blogs (Podchaser, MatchMaker.fm).
2. Launch (release month):
Announce everywhere with graphics + consistent messaging.
Run one promo or giveaway (Goodreads, BookSweeps).
Share early reviews + host a live/virtual event.
3. Post-Launch (ongoing):
Share evergreen content (quotes, excerpts, Q&As).
Schedule price promos (BookBub, Written Word Media).
Keep growing your email list + pitch guest spots monthly.
Start writing the next book.
3. 🛒 Outsourcing Sales to Amazon or a Publicist
Amazon is not your marketing department, and a publicist cannot replace you (though many ARE excellent).
Readers want YOU: your voice and authenticity. Let’s say you don’t have the time or knowledge - hire a consultant (like me) or an author assistant if that works into your budget.
What to do instead: Use Amazon as one channel, but not the only one. (You can keep your ebook only exclusive to Amazon and then run free or discount promos; not every author wants to do that.) Learn more here about KDP (Kindle Direct Publishing) and KDPS (Kindle Direct Publishing Select).
Build relationships with readers on social media, in newsletters, and through podcasts or guest blog posts. Keep your buy links universal and track clicks with Geniuslink analytics, or free Booklinker, to see what works.
Resource: Geniuslink for Authors and more here ⬇️
4. 💡 Thinking Marketing Is Sleazy
Strategic book marketing isn’t manipulation. It’s connection. Readers want to know what you stand for, why you write, and how your book fits into their lives.
Remember WIIFM (What’s In It For Me)? What does your book do for people?
What to do instead: Share stories, not constant sales pitches. Post about your writing journey, challenges, and inspiration.
Create value for your audience by giving them tips, resources, or even entertainment (everyone loves my cat, Pip. He’s such a good boy), so they naturally want to support your work.
Resource: Jane Friedman on Book Marketing Basics
5. ⏳ Expecting Overnight Sales
Unless you are already (in)famous, sales build slowly. It takes time for word of mouth to spread and for algorithms to recognize your book. It also takes time to establish a consistent and authentic author platform. Nothing happens quickly in publishing.
What to do instead: Think long-term. Schedule regular promos (like Written Word Media or BookSweeps), pitch podcasts, write guest articles, and keep your email list active. Small, steady actions accumulate to create momentum.
Resources for pitching podcasts (free and paid options):
PodMatch – matches authors with podcast hosts
Podchaser – find shows by category, audience, and reach
Podcast Guests – free directory to connect hosts and guests
MatchMaker.fm – like a dating site for podcasts and guests
Additional Resource: The Creative Penn – Long-Term Book Sales
✅ Final Word
Book marketing is not a sprint. It is a steady rhythm of visibility, connection, and service. When you shift your mindset from selling to inviting readers into your world, you build a sustainable writing career.
So let’s get you going! ⬇️
📌 Quick Action Checklist: 3 Things to Do This Week
Set up a universal book link with Booklinker or Geniuslink to enable readers everywhere to purchase your book with a single click. (Your book must be available for preorder or live to create these links.)
Share one story-driven post (not a sales pitch) on your Substack or social media that connects your personal experience to your book. What kind of research did you do? How did you decide what to write about? Like that.
Pitch yourself to one podcast using a resource like those mentioned above and start building long-term visibility outside your own channels.
And that’s it! Happy writing, and please let me know your thoughts below!
Leaving the marketing to my publisher was my mistake when they acquired my book 12 years ago. I didn't know what I was doing when I signed with them, and it showed. Now that I am writing again and working on a new book, I will do everything differently.
Thank you for laying this out. I have saved it to my writing folder.
You are such a wealth of good advice and tips! As always, bookmarking this for future reference. 🤩