How to Create a Book Marketing Plan That Actually Sells Books
You wrote the book. Maybe even more than one. And now you’re facing the part no one prepared you for: getting people to actually read it.
Book marketing can feel like shouting into the void. You post on social media, try a giveaway, maybe dabble in ads… but nothing sticks.
The real question becomes: Why does this feel so hard? And more importantly: How do successful authors actually do this?
Let’s get one thing clear: marketing your book doesn’t have to feel chaotic or confusing. With the right plan, it becomes simpler, more effective, and even (dare we say) enjoyable.
So let’s walk through how to create a book marketing plan that actually works.
Step 1: Understand Who You're Talking To
One of the biggest mistakes authors make is trying to market their book to "everyone." But the truth is, your book isn’t for everyone - and that’s actually a good thing.
When you have a clear picture of your ideal reader, everything else becomes easier. You can create content that speaks to their interests, choose marketing channels that reach them directly, and design offers they’re genuinely excited about.
So ask yourself:
Who is your book really for?
What are they searching for?
Where do they hang out online?
The more specific you get, the more your marketing will resonate. And the more you’ll start attracting readers who are truly aligned with your work.
Note: If you’re struggling with identifying who your ideal reader is, read this blog post.
Step 2: Build a Platform That Connects
"Build your platform" gets tossed around a lot, but let’s demystify it. At its heart, your platform is how readers discover you, engage with you, and stay connected over time.
You don’t need to master every social media platform or build a giant website. But you do need a few key pieces in place:
A simple website that introduces who you are
An easy way to sign up for your email list
One consistent social media presence where you show up authentically
A small but valuable freebie to invite new readers into your world.
Think of it like setting up a home your readers can return to. Not a loud billboard, but a welcoming space they want to revisit.
Step 3: Grow an Email List That Actually Works
Social media may get the spotlight, but email is where the magic happens. Why? Because you own your list. And your message doesn’t get buried by an algorithm.
Even if you’re starting with zero subscribers, you can begin today. Here’s how:
Offer something valuable in exchange for an email address (a bonus chapter, a quick tutorial, a short story, etc.)
Then, build trust by showing up regularly.
A monthly newsletter, an occasional update, a personal note around your book launch - it all adds up to something powerful.
These aren’t just subscribers. They’re your future readers, reviewers, and superfans.
Step 4: Focus on Real Relationships, Not Just Reach
Yes, we all want more visibility. But here’s what most authors miss: reach doesn’t always equal results.
What creates momentum isn’t having the biggest audience - it’s building meaningful relationships with the audience you do have. That means:
Replying to comments
Showing up consistently
Reaching out to authors for cross-promotions or collaborations
Pitching yourself to podcasts or blogs where your ideal readers are already tuned in
When you stop chasing numbers and start nurturing connections, your book marketing gets a whole lot more effective and a whole lot more fulfilling.
Step 5: Implement a Marketing Rhythm That Feels Sustainable
Marketing isn’t just about effort - it’s about rhythm. And burnout happens fast when you’re trying to do it all with no clear plan.
Instead of jumping from tactic to tactic, create a simple system that you can stick with. That might mean sending one thoughtful newsletter each month, posting once a week on your main platform, and reaching out to one new collaborator or media outlet each month.
This isn’t about being everywhere. It’s about being strategic, consistent, and aligned with your strengths. Over time, those small, steady actions compound.
What Happens When You Follow a Plan?
When your marketing follows a clear, repeatable system, everything changes. You begin to see steady growth in your visibility. Sales become more consistent. You stop second-guessing every decision and start feeling confident about where your time and energy are going.
Most importantly, you get to focus more on writing. Your marketing is no longer a chaotic time-suck. It becomes a supportive engine for your author career, working quietly in the background.
Ready for Support That Matches Your Vision?
If you’re tired of guessing your way through marketing, you’re not alone. That’s exactly why I created The Author Circle.
Inside this membership, we give you the roadmap, the community, and the expert support to help you connect with readers, grow your platform, and sell more books - without the stress or burnout.
We open just a few times a year - and if this blog post resonated with you, now might be the perfect time to check out The Author Circle.
You don’t have to do this alone. Let’s make marketing simpler, smarter, and more effective together.
