There’s a moment every indie author reaches—whether it’s seconds after clicking “Publish” on Amazon or the first time they hold their paperback proof in their hands—when the excitement of finishing a book quickly shifts to the quiet realization: now I have to sell this thing.
Marketing a self-published book is not a step we can skip or outsource entirely. Traditional publishers might have teams for that. We, on the other hand, have heart, hustle, and our own two hands. And even if you’re starting with zero followers, no newsletter, and a private Instagram account that hasn’t been updated since 2018, you’re not stuck. You just need a place to start.
Let’s talk through that, gently, step by step.
Start with Your Story, Not a Strategy
I’m going to say something you might not expect in a blog post about marketing: your first move is not building a sales funnel. It’s reconnecting with why you wrote your book in the first place.
Your story is your strongest marketing asset. People don’t remember launch dates or press releases—they remember moments. They remember the memoir that made them cry, the novel that made them miss their subway stop, the how-to guide that finally helped them take action. If you’re just starting out, especially with no audience, then your job is to tell that story over and over again, in different ways, to different people.
This doesn’t mean trauma-dumping or oversharing. It means finding the heart of your book, the “why” behind it, and using that to connect with real readers. Marketing starts there.
Pick One Platform and Show Up Consistently
You don’t need to be everywhere. In fact, spreading yourself too thin is the quickest way to burn out. Choose one platform to start—Instagram, Facebook, TikTok, Substack, YouTube, Pinterest, even LinkedIn, depending on your genre and audience—and commit to showing up regularly.
Regular doesn’t have to mean daily. It just means consistently enough that you start to build a rhythm and gain traction. Twice a week is a great place to start. Post about your book’s behind-the-scenes process, your research, your favorite quotes, your writing quirks. Introduce yourself (often). Share snippets, deleted scenes, quotes from your book reviews. Ask your audience questions. Invite engagement rather than demand sales.
And please don’t wait until you feel confident. Show up messy. Show up real. Show up even when it feels awkward. Your future readers will thank you.
Don’t Underestimate the Power of One-on-One Connections
I know we all want viral posts and email lists with thousands of subscribers, but the best marketing advice I can give new authors is this: care about one person at a time.
Respond to every comment, every DM, every reader email. Thank people who post about your book. Ask your friends and family to write honest reviews, but they also need to be reviews that don’t reveal your friend or family connection or Amazon (specifically) will reject them. Join small Facebook groups or forums related to your genre and actually participate. Not with spammy links to your Amazon page, but with curiosity and kindness.
You may only sell five books this week—but if those five readers feel seen, they’ll tell others. Word of mouth starts with one mouth.
Use Your Book’s Content to Market It
You wrote a whole book. That means you already have so much content you can reuse for marketing. Pull quotes. Chapter titles. Opening lines. Key takeaways. Backstory. Author notes. Create social posts, email content, blog entries, or even Reels and TikToks based on what’s already in your manuscript.
A single paragraph could become a 60-second video. A quote could become a graphic. A turning point in your memoir could be a blog post. A lesson learned could become a downloadable tip sheet.
This is especially helpful if you’re nervous about marketing—because you’re not starting from scratch. You’re repurposing what you already poured your heart into.
Start Building a Newsletter List—Even with Just 10 People
Email newsletters aren’t dead. In fact, they’re one of the few things you own as a self-published author. Social platforms change. Algorithms shift. But your email list? That’s your community.
Start with a simple freebie or lead magnet. Maybe it’s the first chapter of your book. Maybe it’s a short story. Maybe it’s a list of resources or a behind-the-scenes download. Make it helpful, and make it personal. Set up a free MailerLite or Kit account, and start inviting people to join your list.
Even if you only have ten people on your list this month, that’s ten readers you didn’t have before. Nurture those people. Don’t only email them when you have something to sell—send them value, encouragement, and sneak peeks. If you’re in it for the long haul, your list will grow alongside your writing career.
Offer Free Copies Strategically (Not Desperately)
One of the best ways to get initial traction, especially without an audience, is to give away some copies of your book to the right people. But this has to be done with intention.
Send a free copy to someone you genuinely admire—whether they’re a fellow author, a micro-influencer, a podcast host, or even a librarian. Reach out kindly, with a personal message. Offer, don’t assume. Ask for honest feedback, a review, or simply say, “If this resonates with you, I’d be so grateful if you shared it.” You can also ask other authors in your genre for a review swap. You can buy each other’s books on Amazon so it’s a “verified” purchase and then stagger your reviews of each other’s books by a couple of weeks.
Make sure you also have your book listed on Goodreads and BookBub so you can claim your author profile and make it easier for people to leave reviews and follow your future work.
Create a Simple Website or Landing Page
If you’re not ready for a full website, that’s okay. But you do need a place where readers can go to learn more about you and your book. A single-page website (through platforms like Carrd, Squarespace, or Wix) can host your author bio, book description, purchase links, newsletter signup, and contact form.
This is especially helpful when you’re being interviewed on a podcast, writing a guest blog post, or networking with other authors. It gives you legitimacy, even if you don’t have a huge following yet.
A website isn’t a magic bullet. But it’s a hub that helps you look like the professional you are—and that builds trust with potential readers.
Tap into Existing Communities
If you’re writing memoir, find online support groups or communities centered on your topic. If you’re writing fantasy, join Facebook groups, Discord servers, or Reddit threads for fantasy readers. If you’re writing Christian devotionals, look for women’s groups or church communities online.
You’re not trying to sell to these groups immediately. You’re trying to build connections. Learn the vibe. Contribute thoughtfully. And when it’s appropriate, share your work.
I joined Alzheimer’s support groups during my caregiving years and later, as I wrote my memoir, some of those same people became early readers. They already knew my story. They were invested in the journey.
Start small. Be a person, not a pitch.
Play the Long Game
It’s easy to feel discouraged if you don’t see instant results. But remember, self-publishing is not a sprint. It’s a long, winding road that rewards consistency, authenticity, and heart.
Maybe you only sell 20 copies in your first month. That’s okay. Every big author once started with zero readers. The goal is to keep showing up, keep learning, keep sharing your story.
Marketing isn’t about perfection. It’s about connection. One post at a time. One reader at a time.
How I Can Help You Market Your Book
I’ve been where you are—finishing a manuscript, trying to figure out what to do next, realizing that writing the book was only the beginning. I know how overwhelming marketing can feel, especially if you don’t have a big audience or a background in promotion. That’s why I started Mount Cooper Publishing.
Whether you need help designing a beautiful book cover, formatting your manuscript for KDP, publishing under my imprint, or creating a basic online presence—I’m here to make the process feel less scary and more doable. I offer friendly, approachable services for indie authors on a budget, and I walk you through each step with clarity and encouragement.
If you’re ready to get your book out into the world and you’re not sure where to start, you’re not alone. Look around my website to learn more about how I can help you bring your story to life—and into the hands of the readers who need it most.