Why Most Writers Hate Marketing (and How to Make It Work for You)
A clear, example-filled guide to easing you into book marketing one small step at a time
Most authors don’t hate marketing because we’re unwilling.
We hate it because it feels like a difficult skill or learning a new language. As adult learners, we don’t easily jump into things without a little bit of WIIFM (what’s in it for me). We’re also taught not to brag or be prideful. Especially if we’re female.
Marketing feels like all those ‘nopes’ wrapped into one.
Writing is about creating something personal and private, while marketing can feel public and pushy. But it doesn’t have to.
Here’s the reframe:
Marketing is not shouting into a crowd; it’s inviting readers into a conversation. Once you view it that way, the process becomes far less intimidating.
💥 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).
🖥️ What Marketing Looks Like in Practice
Don’t reinvent the wheel, as the saying goes. What’s already out there?
Watch and learn. Instead of guessing what you might do, look at how other popular authors do it. This is the best way to discover what you like and dislike for yourself.
Behind the scenes: Celeste Ng often posts photos of her workspace on Instagram. It makes her approachable and reminds readers that books are written by real people.
Reading lists: Leigh Bardugo shares what she’s reading. It sparks discussion and connects her audience with her influences.
Before and after: Hannah Lee Kidder shows raw draft pages alongside edited versions. Readers love seeing the craft evolve.
Engagement through questions: Louise Penny regularly asks readers about their favorite characters, which drives massive interaction.
None of this feels like hard selling. It’s sharing.
🛠️ Reliable Resources
For authors who want guidance beyond trial and error:
David Gaughran’s blog is packed with practical strategies for indie authors.
Jane Friedman’s resource list curates dozens of useful book marketing articles.
The Authors Guild Launchpad provides checklists and webinars on how to effectively publicize your book.
My Substack is free! Sign up if you haven’t yet.
🗓️ Your 30-Day Starter Plan (with Examples)
Here’s how you can begin your book marketing in small, steady steps (this starts well before your release). Many authors wait until the book is out or about to launch, and then go into panic mode.
Don’t do that.
Start early; months or even years are not too early to build your branded online footprint. I have two clients whose books won’t be released until next summer, but we’re starting now (Fall, 2025) to build followers and share interesting content.
If the following list seems overwhelming, feel free to only do what appeals to you. Pick and choose, right? No pressure, writer friends.
If you have more time, consider the following as a months-long process rather than a weekly one.
Week 1: Foundation
Day 1: Define your ideal reader (more below). Example: “Women 40+ who love Louise Penny and Only Murders in the Building.”
Day 2: Create a one-page website using Carrd or WordPress. For more detailed sites, I recommend Authorbytes.com (Note: I have no financial incentive for this recommendation - I simply appreciate their work).
Day 3: Write a short bio. For inspiration, look at Roxane Gay’s concise Instagram bio works.
Day 4: Choose one platform where your readers are most active, that you actually enjoy using. For many of us Twitter refugees, Substack is the new hangout.
Day 5: Follow ten authors in your genre (and see who they follow).
Day 6: Comment meaningfully on three to five of their posts, either on their site or on socials (or here on Substack).
Day 7: Introduce yourself on your chosen platform.
Week 2: Sharing Your World
Day 8: Post a favorite line from your book, or any book that you love.
Day 9: Share a photo of your writing space, even if it’s messy.
Day 10: Recommend a book that influenced your writing.
Day 11: Share a challenge you’ve faced in the writing process.
Day 12: Post a fun fact from your research. One of my clients is a Russian Literature Ph.D., and for his book on Dostoyevsky, he traveled to Russia (prior to the current war) to review papers and items that hadn’t been seen in a hundred years. Now that’s something to write about!
Day 13: Share something personal but simple, such as your morning coffee ritual, a walk, or your pet (I share a lot of Pip, The Book Marketing Cat)
Day 14: Review which posts sparked the most comments.
Pip, being Pip
Week 3: Consistency and Engagement
Day 15: Draft your first newsletter. Keep it short: introduce yourself, share what you’re reading, and include a sentence or three from your WIP. Sprinkle with photos or videos (yours or other royalty-free options) to break up the text.
Day 16: Share a teaser line. Example: “Words can draw blood if you’re very, very careful,” is one of the most highlighted lines from my three-book Broken series.
Day 17: Reply to comments and DMs (if legit; block/ignore creeps).
Day 18: Share one insight about your process, like how you structure a scene.
Day 19: Offer a free sample chapter or short story.
Day 20: Send that first newsletter.
Day 21: Take note of which posts received the strongest engagement.
Week 4: Gentle Promotion
Day 22: Post directly about your book with a cover image and link (set up universal links with free Booklinker or GeniusLink)
Day 23: Share a reader review, even if it’s one line (e.g., “a tour de force”)
Day 24: Post a before/after comparison (draft vs. final).
Day 25: Run a poll about titles, covers, or characters.
Day 26: Offer a giveaway or small perk.
Day 27: Share what surprised you while writing.
Day 28: Send your second newsletter, featuring a personal story and a link to one of your books. Book not out yet? Share a few lines or your cover image(s) (even the rejects).
Day 29: Ask your audience what kind of content they’d like more of.
Day 30: Celebrate finishing 30 days and plan what comes next!
📋 Ideal Reader Checklist
If you have no idea who your ideal reader is (and most of us don’t, if we’ve never sold a book before, right?), use this checklist. Use common sense - where does your genre reader hang out?
Step 1: Demographics
☐ Age range: ______
☐ Gender (if relevant): ______
☐ Location (urban, suburban, rural, country): ______
☐ Education level/profession: ______
Step 2: Reader Mindset
☐ Hobbies and interests: ______
☐ Core values: ______
☐ Biggest fears or struggles: ______
☐ What brings them joy: ______
Step 3: Reading Habits
☐ Favorite genres: ______
☐ Favorite authors/books: ______
☐ Preferred format (ebook, paperback, audiobook): ______
☐ Where they get book recommendations (social media, Goodreads, book clubs, friends): ______
Step 4: Day-to-Day Life
☐ When and where do they usually read? ______
☐ What other media do they consume (TV shows, podcasts, films)? ______
☐ How do they spend their free time? ______
Step 5: Persona
☐ Give them a name: ______
☐ Write one short description (1–2 sentences) of your ideal reader.
Example:
“Sarah is a 42-year-old teacher who devours cozy mysteries, listens to true-crime podcasts, and loves chatting about books in her local club.”
This might seem silly, but if you look at where other authors in your genre hang out, you can bet they’ve done this exercise.
Final Thoughts
Marketing does not require a personality transplant. You don’t have to become a pushy salesperson - for the love of cookies, don’t. Instead, you want to show up regularly, share pieces of your world, and build trust over time. That’s how to connect with readers.
And please, if you take nothing else from this post, remember this: nobody loves to be sold to 24/7. When you see authors who ONLY post about their books, I won’t say they’re doing it wrong…Okay, I will. Don’t be that person
Have a strategy. Be consistent. Don’t be annoying.
🪴If writing is planting the garden, marketing is letting others walk the path and enjoy the blooms.🌻
It’s not about shouting, it’s about offering.
Does that help? Please share your thoughts below.
I am available for hire! Find out more at badredheadmedia.com.
Happy writing!
Seriously, you are one of the most consistently helpful people on Substack for marketing! I always look forward to your posts, even if my manuscript isn't ready for the attention yet. My Saved items is full of you ( and maybe one or two of Pip...). 😄
This is SO helpful! Thank you!