When Authors Should Start To Market Their Book

“There is a vitality, a life force, an energy, a quickening, that is translated through you into action, and because there is only one of you in all time, this expression is unique. And if you block it, it will never exist through any other medium and will be lost.” – Martha Graham

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Creative people know the feeling: you’re in your creative zone – journaling, painting, dancing, or song-writing – and you’re so engrossed in your craft that nothing can stop your flow. For authors, this gusto manifests as a drive to complete the book you’re working on and get it published. You’re dreaming of the day when your book is released to the world, goes up on Amazon and is seen in bookstores. But what happens next? How do you find readers who will buy your book?

Many authors don’t start thinking about marketing their book until after it’s published or maybe just as it’s being released. However, marketing can actually begin 3-6 months prior to your book’s publication date. This means that marketing starts while you’re finishing up the book, making final edits, and waiting to get the first copies from the printer. How can you market a book that’s not yet published?

It’s important to understand that at this stage – when you’re engrossed in writing and editing and you’re fully pumped up with creativity – this is the time to build the foundations to connect with your potential readers. For authors who already have a fanbase and followers, now is the time to reignite your connection. Let them into your world; show them what you’re up to. Connecting with your target audience plants the seeds that will blossom when your book is finally published.

As you put the final touches on your book, think about who your readers will be. Ask yourself:

  • What is their age range? Education level? Interests?
  • Are they affiliated with any organizations?
  • Where are they online? Facebook? Instagram? LinkedIn? Are they active in particular social media groups?
  • Which blogs or news sites do they read?

In short, create reader profiles for yourself as a compass for your marketing.

Once you have a sense of where your target readers are, use the time prior to your book’s release date to connect with them. Use the time leading up to publication to develop your presence and voice, especially online. This will help you establish a following, develop name recognition as an expert in your field, and cultivate an audience of loyal fans. After all, it’s a lot easier to reach your readers when they’re already following your work.

Moreover, when journalists and podcast hosts wish to know more about you, they will immediately Google your name. Publishing content before your book comes out creates the digital footprints that are necessary to show credibility in today’s world.

Think about how to connect with your audience in a genuine way. In other words, don’t do any hard sales or strong promotions at this stage. There will be time for that later on! Ask yourself what questions or issues do your target readers grapple with? How can you open your door and let them into your world of expertise and understanding? Invite them to join you in this conversation and ask them to share their responses.

First-time authors, aspiring authors, seasoned authors: here is some homework: jot down some ideas about where your readers are and how they get their information. Do they read a community bulletin? The local newspaper? Do they follow an online news site with a multi-author blog platform such Huffington Post or The Times of Israel, or are they spending time scrolling Instagram feeds?

Finally, come up with a short list of topics you’d like to address. Doing light marketing before your book is published means building up interest in you, your work, your thoughts, and your expertise. It is an opportunity to build a solid foundation, connect with potential readers, and anticipate their questions so that when your book is published, they will be the first people to buy it.