I know I have used the word fail in conjunction with book marketing, when I am not a fan of the word fail. I think failure is feedback, and from your perceived failure, you can change some things that will help you get back on track.
When I first started writing books, back when you could get four Fruit Salads for a penny… Ok, not quite that far back, but you get my point. Back then, I turned my first two books into more than just books. I ran workshops and retreats, created courses, and provided coaching and group programs.
Then life happened, and in not a great way. That’s when things stalled; I got stale and felt like I was failing. But quick reframe – I learned a lot and still have all of the knowledge and experience for my new book, Words From The Wild (depending on when you follow the link – the book and services will be live or not).
So if you cringe whenever someone mentions “book marketing” and want to hide under my duvet with a cup of tea and pretend the commercial side of writing doesn’t exist. I get you.
You’re not alone. Most authors I work with have that same reaction to marketing their work. They’ve spent months, sometimes years, writing their book – pouring their expertise, passion, and late nights into every chapter. Then suddenly, someone tells them they need to become a marketing guru overnight.
Yeah, that’s not going to work. Most authors I know recoil when I talk about interior and cover design and uploading it to KDP.
It all feels like another heavy load to bear. They’re approaching it all wrong from the start.
The Fundamental Flaw in Author Marketing
Is it a flaw or a pattern? The ones who struggle most with marketing their books all make a similar mistake: they treat their book like a precious baby that needs protecting, rather than a business asset that needs working.
I get it. Your book feels personal. It should – you’ve put your heart and soul into it. But the moment you decide to sell it, you need to shift your mindset. Your book isn’t just creative expression anymore; it’s a product. More than that, it’s potentially the most powerful marketing tool your business will ever have.
This is where I am with Words From The Wild – how do I commercialise this book? It’s ok, I know, but that’s a question you could ask yourself, given that book sales are just a small part of the picture.
This mindset shift changes everything. When you see your book as a business asset, you start asking different questions:
- How can this book generate revenue beyond direct sales?
- What doors could this book open for me professionally?
- Who needs to read this book, why and how does knowing this advance my business goals?
- How can I leverage this book to build my authority in my field?
These will change things from “How do I get people to buy my book?” to “How do I get people to see me as an expert and what to work with me?”
The Three Marketing Traps That Dampen Author Success
Before diving into what works, let’s discuss what doesn’t. Here are three traps that are potential dampeners.
Trap #1: The “Field of Dreams” Fallacy
“If you build it, they will come” might work in movies, but it’s marketing suicide for authors. I can’t tell you how many conversations I have had with people who genuinely believed writing a good book was enough. They put their book on Amazon, maybe post about it on social media once or twice, then sit back and wait for the sales to roll in.
And then feel crushed when no one except the dog and their mum cares. And it’s a horrible feeling.
Your book could be the next Atomic Habits, but if no one knows it exists, it’ll languish in a dark cupboard in Amazon’s depths alongside millions of other undiscovered gems. Quality alone doesn’t guarantee visibility. You need a strategy.
Trap #2: The “Spray and Pray” Approach
On the flip side, some authors go completely mad with their marketing efforts. They’re on every social media platform, sending out dozens of pitches to podcasts they’ve never listened to, and throwing money at Facebook ads without any clear strategy.
This scattergun approach is exhausting and potentially expensive. More importantly, it’s ineffective. When you try to be everywhere at once, you end up being nowhere in particular. Your message gets diluted, your energy gets scattered, and your results are disappointing.
Something I would invite you to consider is your human design type. I’m not an expert, but knowing mine helped preserve a lot of my energy. I’m a 3/6 emotional projector by the way.
Trap #3: The “One and Done” Mentality
The third trap is perhaps the most damaging: treating book marketing like a short-term campaign rather than a long-term business strategy. These authors hustle hard for their launch month, then largely abandon their marketing efforts once the initial excitement dies down.
And I get it, everyone wants to be an Amazon bestseller. More on this another day…
Your book isn’t a sparkler; it’s not meant to burn bright and disappear. It’s a business asset that should be working for you for years, if not decades. The authors who understand this build sustainable marketing systems that compound over time.
The Real Reason Most Authors Fail at Marketing
So, you probably don’t lack marketing knowledge. There are plenty of brilliant marketing courses and resources available. The problem is that most authors never properly define what success looks like for their specific situation.
Ask ten authors what they want from their book marketing, and you’ll get ten vague answers:
- “I want to sell lots of copies”
- “I want to become well-known in my field”
- “I want to help people”
- “I want to make money”
These aren’t goals; they’re wishes. Wishes don’t drive effective marketing strategies.
Successful authors get specific and strategic. They know exactly who they’re trying to reach, why those people should care about their book, and what they want to happen after someone reads it. They understand their book’s place in their broader business ecosystem.
The Business Asset Mindset
Everything changes when you start thinking of your book as a business asset. Suddenly, giving away a chapter as lead magnets or running workshops or challenges makes perfect sense – because your book isn’t just generating revenue through sales anymore. It’s generating leads for your consulting practice, speaking engagements, or course business.
Suddenly, spending money on a professional book trailer or podcast tour isn’t a frivolous expense – it’s a business investment with measurable returns.
Suddenly, writing guest articles that mention your book isn’t shameless self-promotion – it’s strategic authority building that positions you as the go-to expert in your field.
This shift in thinking separates authors who struggle from those who thrive. The strugglers see marketing as a necessary evil. The successful ones see it as business development.
You really do need to enjoy this…
The Four Pillars of Author Business Success
Once you make this mindset shift, you can start building your marketing strategy around what I call the Four Pillars of Author Business Success:
Pillar 1: Direct Revenue: This is where most authors start and stop – book sales. But even within direct revenue, there are multiple streams: ebooks, print books, audiobooks, bulk sales to corporations, etc.
Pillar 2: Lead Generation: Your book as a lead magnet for higher-value services. Every reader is a potential client, customer, or business partner.
Pillar 3: Authority Building: Your book as credibility currency. It opens doors to speaking opportunities, media appearances, and professional recognition that would take years to achieve otherwise.
Pillar 4: Business Expansion: Your book as a springboard for new revenue streams: courses, coaching programmes, consulting retainers, mastermind groups, licensing deals.
Most struggling authors focus solely on Pillar 1. Successful authors build all four simultaneously.
Think big picture and let your imagination run wild. When you have done that, rein it in and think about how to build this so that I don’t burn out.
How to Avoid the Author Marketing Downward Spiral
Right, enough doom and gloom. Let’s talk solutions. If you want to avoid the marketing mistakes that kill most authors’ success, here’s your action plan:
Start with Strategy, Not Tactics: Before writing a social media post or pitching a single podcast, get clear on your goals. What does success look like? Who exactly needs to read your book? How does your book fit into your broader business plans?
Build Systems, Not Campaigns: Instead of thinking about book launches and marketing pushes, think about sustainable systems. What processes can you implement to market your book consistently over time?
Focus on Value, Not Sales: The authors who succeed long-term are obsessed with providing value to their readers. They constantly ask, “How can I help my audience?” not “How can I sell more books?” Paradoxically, this value-first approach drives more sales in the long run.
Measure What Matters: Track the metrics that matter to your business goals. If your book is a lead generation tool, measure email sign-ups, not just book sales. If it’s an authority-building tool, measure speaking opportunities and media mentions.
Think Long-Term: Your book marketing should be a marathon, not a sprint. Build marketing systems that can run consistently for years, not just months.
Your Next Steps
If you’re reading this and thinking, “This makes sense, but I have no idea where to start,” you’re not alone. The shift from author to author-entrepreneur can feel overwhelming.
I’ve created the Book Marketing Strategy Canvas. It’s a practical tool that helps you map out your book’s role in your business ecosystem and develop a marketing strategy that makes sense for your goals.
The Canvas walks you through defining your success metrics, identifying your ideal readers, mapping your revenue streams, and creating a sustainable marketing system. I used my original version when I started my own author journey. You can get the revised one by clicking here.
Whether you’re still writing your book or you’ve already published and are struggling with marketing, this will help you see your book through a business lens and create a strategy that works.
Your book deserves more than crossed fingers and hope. It deserves a proper strategy.
Download the FREE Book Marketing Strategy Canvas here and start building your author business a better way.
Ready to take your author marketing to the next level? I help authors build sustainable marketing strategies that turn their books into business assets. Whether you need one-on-one strategy sessions or want to join a community of serious author-entrepreneurs, let’s chat about how to make your book work harder for your business.
