by Penny Sansevieri

We hear this a lot, of course – the “things” every author needs to do to be successful. But a lot of times, it varies by genre. Which is understandable, because different readers resonate with different things. But across the board, there are deal breakers and that’s what we’re digging into today.

1. Know Your Reader

Forgive me for starting with the obvious but you’d be amazed at how many times I speak with authors who have no idea who will read their book. Yet this knowledge shapes everything from your book structure, your story if you’re writing fiction and your marketing efforts. Craft a detailed reader profile—age, interests, reading habits, and more—to guide your work and outreach. Writing without an audience in mind makes marketing your book exponentially harder later on.

2. Know your Genre

While this is quite similar to the point above, it’s so important and I see it so often that it deserves it’s own bullet. So many authors I speak to in the course of my business don’t know what their genre is, or they make up a genre (my personal fav). The issue with not knowing your genre is that your book will sit and languish, probably somewhere it shouldn’t be and all of your hopes and dreams of being an successful author are dashed.

The other piece of this is that your cover must appeal to a specific reader and that reader is looking for a book in a specific genre. If your book cover does not meet or exceed those expectations, you likely aren’t selling books.

Pick a genre and own it. Sure, your young adult book may someday appeal to adults (a la Harry Potter) but for right now, your book should sit smartly in a young adult fantasy genre.

Remember this: a scattered approach to a genre means a scattered approach to your marketing and that, in the end, will get you nowhere.

3. Leverage Social Media Strategically

Social media is a powerful tool for connecting with your readers and expanding your reach but a lot of times it can feel like a bit of a black hole. If you’re struggling to get attention on your social media platform (or platforms) – then maybe you need to reconsider either where you’re posting, or what you’re posting.

The thing with social media is that it feels like an albatross if it’s done incorrectly, or if you’re on the wrong platform or posting content that isn’t engaging to your audience. If you’re reading this and nodding your head, then maybe it’s time to take a step back and reconfigure what you’re doing. My suggestion is this: start following other/similar authors in your genre and let that inspire you. Get a sense for what they’re posting, how frequent and what content seems to really resonate with the readers. Don’t copy, but let this fuel some new ideas so you don’t feel like you’re wasting your time.

4. Create a Pre-Launch Marketing Plan

A successful book launch doesn’t begin on release day—it starts months before. Craft a detailed pre-launch marketing plan that includes social media teasers, blog posts, newsletter sign-ups, and collaborations with influencers or bloggers in your genre. Create buzz early, so that by the time your book is out, your audience is eager to buy it.

5. Utilize Email Marketing

I get it, email marketing seems very 1980’s, doesn’t it?  But trust me when I say that your email list is one of the most powerful tools for book promotion. Build and nurture your email list by offering free content, like a reader magnet (e.g., a free novella, exclusive chapter, or bonus content). Email allows you to build a direct line of communication with your most engaged readers, keeping them updated about book releases, sales, and special events.

6. Build an Author Platform

When I teach my author platform class in person, I often see a lot of glazed over faces in the audience, and I get it – the term “author platform” seems both daunting and slightly nebulous. The majority of the time and author will say “I’ve never been published before, how can I possibly have a platform?” And they’re right – you won’t have a platform for your first book, but everything you do builds on everything else and by the time book two comes out, voila, you are now launching your book with an author platform. Yes, if you do the right things, it’s really that easy.

And your author platform doesn’t have to be complicated. At its very basic, it’s your online presence. So your website, maybe you have a blog, too – your social media channel (or channels), it’s your newsletter and maybe it’s your speaking events.

7. Network

The writing world thrives on relationships. Network with fellow authors, bloggers, podcasters, and industry professionals. Collaborations, guest posts, podcast interviews, and book events can open new doors, exposing you to wider audiences and fresh opportunities. And do you know when is the best time to network? When you have nothing to sell. So if you’re reading this and your next book isn’t out – or you are not yet published, now is a great time to do some online networking.

How to start? Start by following some experts in your industry, comment on their posts, like their content. Yes, it’s really that easy.

8. Invest in Professional Covers

I don’t think we need to spend a ton of time on this one, but seriously – put your best foot forward. There’s a book published every 8 seconds in this country. I know, crazy right? And the amount of books launched with terrible covers could likely sink the Titanic – again. Don’t be a statistic. I know it’s tempting to throw some ideas into an AI and let it develop something for you. And look, I’m not knocking AI covers – but unless you have an eye for design, or you are a book designer, it’s a big ask to create a cover that is both professional and resonates with your reader.

Never cut your own hair, and never design your own covers,

9. Understand the Timing of Book Marketing

I get this question a lot: How soon will I start selling books? Legit, I have no idea. I’ve been doing book marketing and publicity for 24 years and I don’t know.

Marketing is a process and it’s an ongoing effort. Create a plan that feels robust, but not daunting. Even if you’re just doing one thing a day.

10. Engage with Indie Bookstores

We just did a podcast on indie bookstores and I love them! Never overlook the power of local indie bookstores. They can be key players in building your audience and selling your books. Build relationships with store owners, offer to host events, and get involved in your community. Indie stores love supporting local authors, but it’s up to you to foster that connection. If you want to dig into this more, tune into our podcast, which you can find here!

Finally, it’s worth remembering that…

Change is a way of life, especially in publishing.

Being willing to change and adapt is one of the top reasons bestselling authors are so successful.

Stay informed about trends and the evolving marketplace. And learn to love learning. Attend workshops (virtual or in-person) whenever you can, it’s a great way not only to learn about something new, but also to network with other authors! Continuous learning and adaptability will help you stay ahead of the curve and increase your long-term success.

Do you have an 11th tip to add? Which tip of these ten resonated the most with you? Please share with us down in the contents!

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About Penny

Penny C. Sansevieri, Founder and CEO of Author Marketing Experts, Inc., is a bestselling author and internationally recognized book marketing and media relations expert. She is an Adjunct Professor teaching Self-Publishing for NYU. She was named one of the top influencers of 2019 by New York Metropolitan Magazine.

Her company is one of the leaders in the publishing industry and has developed some of the most innovative Amazon visibility campaigns as well offering national media pitching, online book marketing, author events, and other strategies designed to build the author/book visibility.

She is the author of 18 books, including How to Sell Your Books by the Truckload on Amazon, Revise and Re-Release Your Book, 5-Minute Book Marketing for Authors, and From Book to Bestseller. She also hosts the top ranking podcast Book Marketing Tips and Author Success.

AME has had dozens of books on top bestseller lists, including those of the New York Times, USA Today, and Wall Street Journal.

To learn more about Penny’s books or her promotional services, visit www.amarketingexpert.com. 

Top photo credit from Depositphotos.