Marketing Tips for Authors Who’d Rather Be Writing

You didn’t start writing to become a content creator. You started because you had something real to say, something that mattered. But now, it feels like the publishing world expects you to be a personal brand, a marketing machine, an overnight influencer.

If you’re wondering whether marketing is really necessary to get a book deal, here’s the short answer: yes. In today’s market, publishers need to see a clear plan for how you’ll reach readers. But that doesn’t mean you need to compromise your voice.

As you consider how to promote yourself, we wanted to pass along a few strategic marketing tips for authors that offer a thoughtful, sustainable path forward, one that aligns with who you are, not just who the market wants you to be.

One of the most common mistakes we see? Trying to master every platform at once. Instagram, TikTok, LinkedIn, Substack… it’s too much, too fast. Writers jump in with the best intentions, only to burn out quickly or retreat altogether. And here’s the problem: sporadic or scattered content often does more harm than good. It sends mixed signals to your audience, as well as to agents and publishers who are assessing your consistency and clarity of message.

One of the best marketing tips for authors at any stage: simplify. Choose a single platform that makes sense for your message. Look at where your readers are already spending time. Then, follow authors or influencers in your niche to observe what actually works—and why. Start showing up consistently, even if it’s just one thoughtful post a week. Momentum starts small.

Don’t fully outsource your platform. Strategy and support are helpful, but your VCO—Voice, Content, Offering—must shine through. Readers, agents, and publishers want to connect with you, not a generic feed or ghostwritten posts. Authenticity is the asset.

If you hire help, stay involved. Provide a library of content, define your audience and tone, and make time to personally engage. Even the busiest authors carve out space to show up; it’s what builds trust and connection over time.

And if your instinct is to apologize for a small following, reframe it. Lead with your strengths: a loyal newsletter list, media coverage, podcast appearances, a resonant message. These are proof points. Publishers care far more about resonance than raw numbers. Show them you’re already reaching the right readers.

If your instinct is to apologize for a small following, pause. Many writers open their queries or proposals by leading with lack: “While I don’t have a large platform…” But this is a missed opportunity.

Authors, here’s a smarter marketing tip: lead with what’s working. That might be your mailing list, an industry accolade, a podcast audience, or even a powerful backlist of blog content. Publishers want to see that you’re already reaching readers, even in small, meaningful ways.

Many authors assume that the publisher will take over marketing once the book is signed. This couldn’t be further from the truth. Your initial book sales will come almost entirely from the audience you’ve built yourself.

Start now. Building an engaged audience takes time and intention, but the earlier you begin cultivating that community, the stronger your platform will be when it really counts.

Let’s shift the mindset: Marketing isn’t a performance; it’s a relationship.

When I share marketing tips for authors, I always remind clients that the best strategy is one you can actually sustain. You don’t need to post every day or chase every trend. Instead, focus on consistency, authenticity, and value. Instead, show up in a way that feels aligned and measurable, and the right readers will find you.

If you’re just beginning to think about building your author platform, explore our beginner resources inside Get Signed. If you’re ready for a more personalized path, book a free consult to get targeted marketing tips for authors and a custom roadmap.

Because the road from book deal to publication is long and winding, but with the right tools, you don’t have to walk it alone.