Indie authors wield unprecedented control over their writing careers.
This autonomy is empowering, allowing you to shape every aspect of your book’s journey from manuscript to marketplace.
However, with great power comes great responsibility, and the path to success is fraught with potential missteps that can easily send your book into obscurity.
The journey from writing to publication is full of challenges, and even the most seasoned authors can stumble along the way.
In this post, we’ll explore some of the most common mistakes indie authors make when marketing their books and offer strategies to avoid these pitfalls.
Whether you’re a novice just embarking on your writing journey or a veteran looking to refine your approach, this guide will help ensure your book receives the attention it deserves.
Mistake 1: The Absence of a Marketing Plan
One of the most daunting challenges indie authors face is marketing, and the biggest mistake many make is diving in without a plan.
Launching a book without a marketing plan is akin to setting off on a journey without a map—you might eventually reach your destination, but the path will be far more difficult and uncertain.
What Is a Marketing Plan?
At its core, a marketing plan is a strategic blueprint that outlines the steps you’ll take to achieve your book’s success.
It serves as a roadmap, guiding you through the various stages of your book’s release and ensuring that every aspect of your marketing efforts is coordinated and effective.
A comprehensive marketing plan includes everything from budget considerations to promotional tactics, providing a clear framework for reaching your audience and achieving your goals.
Why You Need One
A marketing plan removes the guesswork from book promotion.
With a plan in place, you have a reference point to guide your actions and assess your progress.
It helps you stay focused and ensures that your resources—time, money, and energy—are allocated effectively.
Instead of reacting to challenges as they arise, you can proactively address them, adjusting your strategy as needed to stay on track.
A well-thought-out marketing plan also provides you with measurable goals, allowing you to evaluate the success of your efforts and make informed decisions about future campaigns.
Factors to Consider
When crafting your marketing plan, several key factors should be taken into account:
Budget: Determine how much you can realistically afford to spend on marketing. Your budget will influence the choices you make, whether it’s selecting advertising platforms, planning promotional events, or deciding on the scale of giveaways.
Platform Size: Consider the size of your current platform, such as the number of email subscribers or social media followers. If your platform is small, you might focus on organic growth strategies like social media engagement. If you have a larger platform, you could explore more aggressive advertising options.
Career Stage: Your marketing approach will differ depending on where you are in your writing career. New authors may prioritise building an initial readership, while established authors might focus on expanding into new markets or increasing sales of a backlist.
Series Position: The stage of your series also matters. If you’re launching the first book in a series, your primary goal may be to capture new readers. For later books in the series, re-engaging your existing audience and encouraging them to continue the journey becomes crucial.
Your Goals: Clarify what you want to achieve with your marketing efforts. Your goals could range from hitting a bestseller list to achieving consistent sales or simply building a loyal readership. These goals will shape your marketing tactics and inform your overall strategy.
Single-Page Marketing Plan Example
To illustrate how a marketing plan can be structured, consider this example for a debut novel:
Title: The Quest for McGuffin (Book 1)
Budget: £500
Platform: 1,000 email subscribers, 2,000 social media followers
Career Stage: Debut novel
Series: First in a trilogy
Goals: Build an email list of 2,000 and achieve 500 sales in the first month
Tactics:
- Social media teasers
- Pre-order campaign
- Launch week live videos
- Facebook ads
This simple yet effective plan provides clear direction for the book’s launch, ensuring that all marketing efforts are aligned with the author’s goals and resources.
The Road to Effective Marketing
Navigating the marketing landscape might seem overwhelming at first, but it becomes far more manageable when you have a clear roadmap in place.
Without a marketing plan, your book is at risk of being lost in the vast sea of publications.
Take the time to outline your path to success, considering all the factors that can influence your book’s performance.
By understanding your audience, setting clear goals, and strategically allocating your resources, you’ll give your book the best possible chance to stand out and succeed in a competitive marketplace.
Remember, writing may be your passion, but marketing is your lifeline—it’s what connects your work to the readers who will cherish it.
Mistake 2: Failing to Be Your Own Cheerleader
Congratulations on nailing down a marketing plan—that’s a huge step.
But don’t stop there.
The next critical challenge many indie authors face is failing to become their own biggest cheerleader.
When it comes to promoting your book, no one should be more excited or enthusiastic than you.
Your passion is contagious, and it’s what will draw people to you and, ultimately, to your book.
Own Your Enthusiasm
As the author, you are the driving force behind your book’s success.
Embrace this role fully.
Don’t shy away from sharing your excitement and the journey that led you to this point.
Talk about your writing process, share plot teasers, post character sketches, and celebrate milestones with your readers.
Utilise every platform at your disposal—social media, mailing lists, blog posts, and even video content—to build a buzz around your upcoming release.
Your enthusiasm should be evident in every piece of content you share, from a simple tweet to a detailed blog post.
When your audience sees how much you believe in your work, they’re more likely to believe in it too.
Have a Structured Approach
While enthusiasm is essential, it’s even more powerful when paired with a structured approach.
Rather than sporadic, disjointed social media posts, develop a well-thought-out content plan that strategically builds anticipation for your book.
For example, you could dedicate Mondays to character reveals, Wednesdays to sharing your writing process, and Fridays to showcasing excerpts or book quotes.
By creating a consistent schedule, you keep your audience engaged and give them something to look forward to each week.
To make this process more manageable, consider setting aside time to create a bank of social media posts in advance.
Tools like Hootsuite or Buffer can help you schedule these posts at optimal times, ensuring your content reaches your audience when they’re most active.
Remember, effective self-promotion doesn’t have to be pushy or spammy.
Drive-by “Buy My Book” posts rarely work and can actually turn people off.
Instead, focus on telling stories about your journey as an author and the story behind your book.
Tell Stories About Your Story
People connect with stories, so share the journey behind your book’s creation.
Did you overcome writer’s block, conduct extensive research, or travel to specific locations to enrich your narrative?
These experiences add depth to your book and make you more relatable as an author.
Share these stories with your audience—they’re not just interested in the book, but in the person who wrote it.
Talking about the challenges you faced and the moments of inspiration can make your book feel more personal and meaningful to your readers.
This approach turns self-promotion into a form of storytelling, which is far more engaging and less likely to be perceived as salesy.
Don’t Hoard Your Book
It might feel counterintuitive, but giving away your book—at least initially—can be a powerful marketing strategy.
Consider using beta readers to gather initial feedback and generate early buzz.
Sending advance copies to reviewers, bloggers, and influencers in your genre can help amplify your message and reach a wider audience.
By getting your book into the hands of people who can help spread the word, you’re investing in long-term success.
These early readers can become your book’s biggest advocates, providing reviews and testimonials that lend credibility and encourage others to give your book a chance.
Connect With Your Themes and Characters
Your book’s themes and characters are what make it unique, so highlight them in your marketing efforts.
Talk about why the themes in your book resonate with you personally.
Share what makes your favourite characters special and how they came to life during the writing process.
Answer common author interview questions in blog posts or social media updates to offer deeper insights into your work.
And don’t hesitate to repurpose and repost content across multiple platforms.
For instance, a powerful book quote could become a tweet, an Instagram post, or even a TikTok video set to commercial-free music.
By leveraging your content in different ways, you increase its reach and impact.
Be Where Your Readers Are
It’s crucial to meet your readers where they already are.
Whether it’s a specific social media platform, a book club, or an online community, find out where your potential readers hang out and become an active participant in those spaces.
But remember, the goal isn’t to sell to them directly.
Instead, focus on being part of the community.
Engage with people authentically, contribute to discussions, and share your passion for the genre or topics related to your book.
By being present and genuine, you build trust and relationships, making it more likely that readers will naturally gravitate towards your work when the time is right.
Your enthusiasm and authenticity will shine through, making you not just another author trying to sell a book, but a valued member of the community who has something meaningful to offer.
Mistake 3: Rushing to Market with an Unprofessional Product
The exhilaration of typing “The End” on your manuscript can be overwhelming.
The thought of seeing your book available for purchase is thrilling, and the temptation to hit ‘publish’ immediately is enormous.
However, rushing to market without taking the necessary steps to polish your work can be a grave mistake that could jeopardise your book’s success.
Here’s why it’s crucial to resist that temptation and ensure your book is presented professionally.
The Importance of a Good Cover
Your book cover is the first impression potential readers will have of your work.
Think of it as your book’s handshake—firm, confident, and engaging.
An amateurish cover, however, is like showing up to a job interview in pyjamas; it instantly undermines your credibility and can turn readers away before they even get to the first page.
In a marketplace flooded with millions of titles, a well-designed, genre-specific cover is your primary tool for grabbing attention.
It’s not just about aesthetics; your cover needs to clearly communicate what readers can expect from your book.
Whether it’s a romantic fantasy, a hard-hitting thriller, or a cosy mystery, the cover should instantly convey the genre and tone of your story.
But there’s another consideration—how your cover appears in different formats.
On digital platforms like Amazon, your cover will often be displayed as a small, grey-scale thumbnail.
If it’s too cluttered, hard to read, or simply not eye-catching, it may fail to draw readers in.
This makes it even more important to invest in a cover that is not only visually appealing in full size but also retains its impact when reduced to a thumbnail.
The Necessity of Professional Editing
There’s an old saying that a good cover sells the first book, but solid editing sells the second.
I’d like to take that a step further: while a compelling story will keep readers coming back for more, professional editing ensures they finish the first book.
Especially for authors enrolled in Kindle Unlimited, where each page read contributes to your earnings, a well-edited book can make a significant difference.
Many readers consider the book description and the ‘Look Inside’ feature as critical deciding factors when purchasing.
If your book is poorly edited, it becomes a stumbling block.
Errors, awkward phrasing, and inconsistencies can disrupt the reader’s immersion, creating friction that may lead them to abandon your book altogether.
In an industry where every page turn counts, skimping on editing can cost you dearly—not just in terms of sales, but in your reputation as an author.
A single negative review citing poor editing can turn away potential readers and harm your long-term success.
Invest in Quality
If you’re serious about building a successful writing career, investing in the quality of your book is non-negotiable.
This doesn’t just mean investing time, but also money in professional services.
A professionally designed cover and thorough editing are essential components of a polished, market-ready product.
Understandably, budget constraints can make this challenging, especially for indie authors.
However, consider this an investment in your future success.
If finances are tight, look for creative ways to fund these expenses.
Sell old video games, unused items, or anything else that’s collecting dust.
Think of it as trading in things you no longer need for something that will help you achieve your dreams.
Remember, the initial outlay for professional services is not just a cost—it’s an investment that pays dividends by elevating your book above the competition and ensuring it meets the high standards readers expect.
By taking the time to polish your book before you publish, you increase its chances of success in a crowded marketplace.
Your readers deserve the best version of your work, and by investing in quality, you’re showing them that you respect their time and trust.
In turn, they’re more likely to become loyal fans who eagerly await your next release.
Navigating the world of indie publishing is an exciting but challenging journey, filled with opportunities for both success and missteps.
The three common mistakes we’ve discussed—lacking a marketing plan, failing to be your own cheerleader, and rushing to market with an unpolished product—can significantly impact your book’s reception and long-term success.
However, by avoiding these pitfalls and taking a strategic, enthusiastic, and professional approach, you give your book the best possible chance to shine in a crowded market.
Remember, your book deserves the same level of care and attention in its marketing and presentation as you invested in its creation.
Take the time to plan, promote with passion, and polish your product to perfection.
By doing so, you not only increase your chances of success but also build a foundation for a sustainable and rewarding writing career.
What steps have you taken to ensure your book gets the attention it deserves?
Have you encountered any of these mistakes in your own journey?
Share your experiences and tips in the comments below—we’d love to hear from you!
CherryEdits 