How to market a self-published book

Many authors choose to self-publish. In fact, now more than ever. Once your book is ready for book promotion authors ask what is the best way to market a self-published book? They are asking about book marketing strategies along with book publicity ideas they can use to promote their book successfully.

Top National Publicist, Annie Jennings of Annie Jennings PR says to combine various types of reader outreach. You can appear on traditional media such as a guest on radio talk shows, a quoted expert in online media or as a guest on a TV show that broadcasts in various cities. Some of time, you will need to hire a professional publicist as there are millions, yes literally millions, of authors all wanting want you want. And that is to get booked in the media!

Publicists have established connections with the media. The media likes to work with those they have a trusted reputation and they have worked with over the years such as our firm #AnnieJenningsPR.

Self-published best “do it yourself” book marketing strategies

See #AnnieJenningsPR book promotion ‘Optimization Wheel’
Get book reviews
Get booked on podcasts
Highlight your book in your newsletter
Optimize social media such as Instagram and TikTok
Sell your book on all the online retailers
Placing your book in local book stores on consignment
Schedule book signings
Plan a book launch party
Offer an affiliate marketing campaign
Start your own book podcast
Start your own writers group
Reach out to other authors in your topic area for complementary marketing opportunities
Speak at community organizations
Sponsor local events – bring books to sign!
Buy advertising on radio shows, TV, online, local newspapers and podcasts
Leverage your accomplishments on social media
Create a digital and audible version of your book

How to promote a self-published book

Self-published authors and print on demand book authors have lots of questions about how to publicize a self-published book or indie book. There are plenty to PR strategies for self-published authors to use for their promotional campaign. Your first marketing tip is to create a comprehensive strategy using many “spokes of the book marketing wheel”. A self-published book optimization wheel is where each spoke represents a method of outreach to your potential reader.

This visual approach, as well as the entire strategy of the book marketing wheel, was created by top publicist #AnnieJenningsPR. The “optimization wheel” is designed of offer book authors, whether or not they are self-published, a book promotion and marketing organized framework and foundation.

Annie says, “promoting a self-published book should be lots of fun and create lots of energy. After all, publishing your own book is a dream come true. The optimization wheel is designed to unfold over time. It is a plan for promotional success based on our PR firm’s numerous years of experience in how to promote a book.

Think of it this way, time is going to pass anyway, so why not work on a book marketing idea a day? Before long you will have made amazing progress. A little bit done on our practical Optimization Wheel every day ends up to be a lot of progress over time.

Some promotional book marketing optimization wheel ideas include traditional media such as getting booked on radio talk shows, TV shows, and in online media. Your self-published marketing wheel also includes creating an author website, having a good title and sub-title (not too long) and an attention getting book cover design. More author PR ideas include social media optimization, book reviews, virtual book clubs, online media, creating a podcast, being a guest on a podcast & more.

Book promotion for self-published authors ‘must knows’:

How does a self-published book author develop an impactful book marketing campaign?
What is a top strategy for creating a promotional campaign for the self-published author?
Can self-published authors promote a book just like a big publishing house can?
What are the key secrets to promoting a self-published book?
Can self-published authors get publicity in the major media?
Why is getting ‘up close and personal’ with your readers effective for selling books?
Does getting radio publicity as a talk show guest help with your book sales?
What are the most effective book promotion and PR for self-published authors?

10 Self-published Author PR, book marketing & promotion ideas

1. Newsletter

If you have a newsletter or e-zine, let your community and subscribers know of your book before it is published. Offer them the opportunity to purchase your book, perhaps at a pre-publication price. You may want to offer a sample chapter in advance of the publication date with a call to purchase at the end of the chapter, again, perhaps at a special price. The nice advantage of offering a free chapter is that anyone new coming to your website will give you their email address to get their free chapter. This adds to your community, giving you more advantage. Try to grow your list as much as you can in responsible ways.

2. Social Media

Create an online and digital presence on all the social media sites to create your self-publishing marketing strategy. Authors report excellent results in sharing about their books on social media. Be sure to use a variety of posting styles to avoid the ‘always be selling’ approach some authors use and provide meaning and valuable content. Include a high-resolution book cover along with each book post to build up familiarity with the title and the look and feel of your new book. Consider each post a touch point with your audience. Create posts that speak to your readers needs and provide a link to your website to get more information on your book such as a book summary. Link to your online book seller, such as Amazon, to purchase the book.

3. Amazon Reviews

Ask those who read your book to post an honest Amazon review. Never manipulate the reviews of your book. It is better to earn your good reviews by writing a great book. At the end of the day, a good book lives on but a book that can’t live up to “planted” reviews will lose it sizzle and hurt the author’s brand. When you think about it, sometimes reviews can reveal valuable feedback that can help the author become a better writer. This feedback, although you might feel it as negative, is actually helping you, especially if you want a long and flourishing career as an author.

A good idea before you self-publish is to get feedback on a pre-sales copy of your book. Ask people around you for honest assessments about what they liked and where they feel you can improve. I know it’s hard to ask friends and family to be honest, but perhaps a writer’s group would be a good choice for this strategy. If you are not a member of one, start one. This way, writers can help each other by offering truthful feedback. The goal is to self-publish a great book. The path to writing one is to find out what readers like about your book as well as whether or not you can improve on areas where it falls short. This is important for sales because many readers use the reviews to decide whether or not to buy a book. One bad review (such as ‘took too long to establish characters making it hard to follow’) can be more powerful than 10 good reviews (‘loved this book!’).

4. Book Sales

Pitch outlets that might be a good fit for your book. One of the authors we queried sold her book to area schools, got their books placed in school book fairs and libraries and conducted book readings at the school. Also, for self-published authors, do some research to find organizations that might be a good fit for your book. Be sure to understand the profile of them members so you are ready to demonstrate why your book is a good fit for the members.

5. Local Community Exposure

Communities are a great resource for pr for self-published authors. Your local newspapers love local stories and might publish a feature article about you and your book. You can get your book displayed by the register (independent stores can do this) or in the local author area of bigger chain stores. Area gift shops can carry your book as can local bookstores. An example of this idea is this, what if you wrote a cookbook? Wouldn’t the local “all things cooking store” love to carry your book on consignment? Why not, right? And you can offer to perform a cooking demonstration for the store too.

6. Optimize Amazon & Online Books Retailers

Create an author page, provide compelling promotional copy for the book, look into buying the up-sells and various bells and whistles offered by Amazon such as sponsored advertisement. Learn all you can about Amazon book selling opportunities and ways to favorably position your book. Amazon has the traffic and your goal is to stand out among the millions of books available in today’s self-publishing world. Let Amazon help you sell your books. Create a compelling summary of your book, an authentic bio that showcases your many accomplishments and most of all, price. Keep your price point extremely reasonable. I have a found offering books a couple of dollars cheaper to create more sales. This is as long as your book reviews are good and readers are intriguing by your book after learning about it via your marketing strategy.

7. Book launch book party

Who doesn’t love a party? You can hold the event at your home, serve some fun desserts and coffee and have signed copies available for your guests. You can create a short presentation about your book writing journey and share some meaningful and valuable info from your book. You can even sign books during the event so you can personalize the message. If you have written a book that lends itself to a hands-on experience, you can also do a “hands on’ party where guests can sample the experience!

8. Audible version of your book

Audible publishing is an important addition to your book promotion strategy. It’s great for non-fiction or “how to” books. If you have a good voice, record the audio yourself as it makes a difference. Avoid hiring a “reader” who makes your book inaccessible to the listener in that the reader is boring or monotone or just sounds like everyone else. Read the book yourself. Inject your own life, energy and experience into your book. You will naturally sound like a million bucks and your audience will love it! Some authors, who may not be ready to record their entire book can just read an intro or the first chapter in their own voice. The professional book reader can take it from there.

9. Get booked in the media

Contact your local talk radio shows and asked to be interviewed as a guest. Send the producer and host a copy of your book along with your press materials. Also, send a list of ten questions that you would like to be asked that allow you to showcase the value of your book. Radio talk shows work very well for non-fiction books. Radio shows are conducted via telephone interviews known as “phoners”.

Radio shows are guest friendly, allowing you to responsibly promote your book and website during the show. They are lots of fun to do as well!

Be sure to get media training in advance of your book’s debut so you are a prepared, media savvy and confident guest. All of our radio talk show campaigns include free unlimited media training from an award-winning former new producer and booker with a major network. You will learn how to be a great guest and promote your book on the show in a way that gets the audience’s attention and is respectful to the shows.

10. Go Live With Facebook, Instagram & TixTox

Enjoy the interactive benefits of all of the social media that now allows you to stream live. Be sure to learn about creating ‘fun to watch’ TixTox videos as this social platform has a substantial audience and many videos go viral. You can create a short video that has lots of charisma and “punch!”.

Have your book on hand to show your viewers, of course. This is where a stunning book cover design can elevate your sales. Never understate the power of a catchy book title with a ‘not too long’ sub-title. Post your content on all of your other social media with the links to your videos or posts on other social media. Each link back to your site is good for your SEO as it is coming from a highly ranked website.

There are so many ways to promote a book and reach many people. Just stay motivated and organized. Do one or two things a day and soon your promotional outreach will reach the impact stage. The important thing is to realize that all of your hard work will pay off or you. YOU will be out in the world, sharing your message and making a difference. You will also be reaping all the business and book marketing advantages of having created a brand for yourself.

Book PR For Self-Published Authors