Make Your Mark: Book Marketing for New Authors [Webinar Transcript]
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The following content comes from a free FriesenPress training session broadcast live on September 18, 2025 (edited for length and clarity). Register here to join us live on our next broadcast!
Introduction: Develop Your Marketing Mindset
Let’s start by acknowledging the elephant in the room: self-promotion can feel daunting.
As an author, you’re leaping from the solitary work of writing into the very public work of marketing. That means putting your book, and yourself, out in front of people. It’s normal to feel anxious about this. Many writers do. But the reality is that virtually every author today is expected to market their own work.
Whether you’re self-publishing, signing with a small or mid-size press, or even landing a contract with a traditional publisher, marketing will still end up on your plate. The expectations don’t change much, regardless of which path you take. And that’s why we’re here to talk about how to start building your marketing mindset.
If you’ve written a book, or plan to, you’ll need to promote it if you want people to read it. Marketing is really about connecting your hard work with readers, your community, and your audience.
And here’s the good news: your unique voice as a writer is your best asset in marketing. When you speak authentically about your work, that passion comes through. Readers respond to it. Marketing isn’t just for extroverts, it’s about authenticity. If you’re introverted, your strengths as a listener and your sensitivity can make your interactions even more thoughtful and genuine. That’s a superpower in marketing.
The best way to succeed is to be authentic. You don’t need gimmicks or empty sales tactics. Be yourself. Provide value. People are attracted to honesty, and trust grows from it.
Most importantly, remember this: book marketing is something you get to do, not something you have to do. Publishing a book is an opportunity many only dream of. Treat marketing as a privilege, it’s your chance to bring your work into the world and connect with people who need it.
Establish Your Marketing Foundation Early
Every lasting structure needs a solid foundation. Book marketing is no different. Here are four key steps every author should consider, many of which you can begin even if your book is still just an idea:
1. Know Your Audience
Your audience informs everything: your branding, your design choices, your social media platforms, even your back cover copy. Ask yourself:
Who are you writing for?
What problems (especially for nonfiction) are you helping them solve?
What kinds of readers will be drawn to your book?
Where do they spend time online—Instagram, TikTok, Facebook, X?
What do they do for a living? What do they enjoy in their free time?
The clearer you are about your audience, the more focused and effective your marketing will be. Think of your book as an entrepreneurial effort. Just like any business, you need to understand your customers.
2. Define Your Unique Selling Proposition (USP)
Once you know your audience, ask: What will they get from my book that they can’t get anywhere else?
Your USP should be short, powerful, and specific. For example, Andy Weir’s The Martian could be summed up as: a scientifically accurate survival story that makes complex concepts accessible to everyday readers. That’s unique.
Here’s a rule of thumb: if you can swap your title with another book’s title and the USP still makes sense, it’s not unique enough. Hone in on what truly sets your book apart.
3. Stake Your Reputation Early
Alongside defining your USP, another powerful early marketing strategy is to build your reputation as an authoritative voice in your book’s genre or topic area. Building that authority early helps create interest in your book months, even years, before it launches.
You can do this using social media platforms (chosen specifically for your book) and Substack. You don’t even necessarily need to have a finished manuscript to get started, just an idea you’re passionate about.
Social media (Instagram, LinkedIn, X, etc.) is ideal for quicker, more frequent interactions. It helps you join conversations, follow trends in your genre, and grow visibility fast.
Substack is designed for long-form, direct communication. Readers subscribe to hear from you directly, giving you a way to share deeper insights, updates, or behind-the-scenes stories and build lasting relationships.
Together, they complement each other: social media expands your reach, while Substack deepens your connection. Used side by side, these small, consistent actions will position you as someone worth listening to, and you’ll start to build trust with your budding audience to lay a foundation that will turn into book sales down the road.
4. Draft a Book Proposal
Even if you’re not seeking a traditional publisher, writing a book proposal can be a powerful planning tool. It forces you to think from the reader’s perspective: Who are they? What do they need? How will I reach them?
The purpose isn’t to have every answer nailed down from the start, but to begin shaping your vision with both your story and your audience in mind. By clarifying your foundation and considering your marketing strategy early, you set yourself up for stronger writing and a smoother publishing process.
To help you put together a great book proposal, we’ve created an easy-to-follow template for writers of fiction, nonfiction, and children’s books. Your completed proposal will be a helpful guide at every phase of the process, from writing and publishing to promoting.
The Features of a Market-Ready Book
Your book is the centrepiece of your marketing. Readers make snap judgments based on presentation before reading a single page. Here are the essentials:
1. A Well-Crafted Title (and Subtitle)
Your title is the first impression your book makes, and often the most important marketing choice you’ll make as an author. It needs to be short, memorable, and capable of sparking curiosity while resonating with your ideal readers. A subtitle, especially in nonfiction, can add valuable context, clarity, or a hook that deepens interest. Look at bestseller lists: their titles tend to pop off the cover and stick in the mind. Don’t rely on instinct alone, test combinations with your target audience to see what excites them and fits your vision.
2. Compelling Back Cover Copy
If the front cover sparks curiosity, the back cover is what transforms curiosity into action. In 250 words or less, your blurb needs to speak directly to your ideal readers’ interests and needs, answering the fundamental question: what’s in it for them? When in doubt, go back to your USP. A tagline, an “About the Book” section, and even advance reviews can all play a role here.
Ensure your back cover copy is professionally edited and carefully crafted, as this copy can become one of your most versatile marketing tools, feeding into online listings, author websites, and promotional campaigns.
3. A Relevant, Professional Book Cover
Despite the old saying, readers do judge books by their covers. On a shelf or in a thumbnail, your book cover is your packaging and branding rolled into one. It needs to clearly signal your genre so readers know what to expect, while also being distinctive enough to stand out in a crowded market.
That balance is hard to achieve without expertise, which is why hiring a professional designer is so important. They understand industry standards, design principles, and current market trends — all essential for producing a cover that attracts, convinces, and sells.
Professional editing reduces distractions that diminish your book's readability, such as convoluted content structure, incorrect grammar, and persistent typos. From developmental editing to proofreading, our vetted editing team will match you with the editorial services you need to create the best book possible.
4. Professional Editing
Behind every great author is a great editor. A strong book is the result of rigorous editing over multiple rounds. Beyond grammar and spelling, professional editors help you refine your ideas, strengthen your structure, and polish your voice. They look over every last detail to ensure your vision and message are coming across as intended. It’s a collaboration that can make you a better writer.
Traditional publishers put manuscripts through multiple rounds of edits for a reason: it’s the difference between a book that feels amateur and one that feels worthy of a read. Self-publishing authors need to meet the same standard. Readers are quick to spot errors, plot holes, or clunky phrasing — and once they do, your credibility and reviews suffer. Editing isn’t optional, it’s foundational.
5. Quality Print Edition
The physical quality of your book reflects directly on you as an author. A flimsy, poorly bound edition not only cheapens the reading experience but can also undo the goodwill you’ve worked hard to build. For many writers, a single book might represent years of effort, why not ensure the print edition does it justice?
You may only publish one book in your lifetime and a well-made print edition has the potential to last for generations. That’s why it’s so important to find a printing partner you can trust. Professional printing provides durability, polish, and global reach.
At FriesenPress, authors benefit from access to Canada’s largest independent printer (Friesens) and worldwide print-on-demand through Ingram, giving your book both professional quality and international availability.
6. Accurate Metadata & Wide Availability
Availability goes beyond simply having your book listed for sale. It’s about ensuring readers can find it. No matter how good your book might be, it can’t will itself to be found by your audience. You need to make your book easy to find everywhere that readers are actively searching for and buying books. Metadata — your BISAC codes, categories, and keywords — determines whether your book appears in search results, bookstore catalogues, and recommendation algorithms.
Meanwhile, wide distribution ensures that once readers find your book, they can buy it anywhere they shop. Ingram’s network alone includes over 50,000 retailers and libraries worldwide. Taken together, metadata and availability form the backbone of discoverability, one of the most powerful drivers of long-term sales success.
Build Your Author Platform
By now in your journey, we’ve set an early foundation, we’ve run through the features of a market-ready book, and now it’s time to start working on your author platform.
An author platform represents your ability to connect with potential readers. Your platform is your collection of tools, channels, and strategies. It will be part of your USP and will say to readers: I have a voice and it’s worth hearing. In short, it’s your springboard. It’s what helps you build momentum and grow.
When you’re first starting out, your platform is likely to be fairly modest — friends, family, immediate network. But your target audience is what you’re really looking for, and they’re out there searching. So your platform needs to be focused on your USP and geared toward your audience’s needs.
Remember: you’re looking for your target audience, but your readers are also looking for you. Be findable. Your platform is never truly complete. Even the world’s biggest, most successful authors have platforms that are in a constant state of flux. It evolves alongside marketing strategies, growing influence, and each new book from a first title to a fifth. Pay attention to algorithm changes, hashtag use, and the tips and tricks that pop up on social platforms — there’s always something to help you find your audience and help your audience find you.
1. A Great Book
Your book, or your series, is the foundation of your commercial identity. Nothing has more impact on your author brand. The book communicates what you stand for and what sets you apart from other writers, no matter what direction your brand takes.
A market-ready book means professional editing, design, and packaging that can stand confidently beside traditionally published titles. It signals quality, sets reader expectations, and creates the credibility that all other platform-building activities depend on.
2. A Business Plan
A business plan can give you consistent direction by defining goals for how you’ll grow your presence, whether through speaking at conferences, landing book club picks, starting a Patreon, or appearing on podcasts.
Some tools are non-negotiable. A professional author website acts as your home base, the central hub where readers can find your book, learn more about you, and sign up for updates. It also strengthens your SEO, linking your name (or pen name) to your work and making you easier to find. Social media should extend the look and feel of your website, reinforcing your brand while giving you opportunities to engage directly with readers, peers, and influencers. Keep your professional accounts separate from personal ones, and engage authentically while always remembering that your presence represents your author identity.
Don’t overlook physical promotional tools either. Bookmarks, business cards, or postcards can be invaluable at events, leaving readers with a tangible reminder of your work long after they’ve left your table.
3. An Author Website
An author website is, in my opinion — if you're wanting to grow and sell your book — non-negotiable. It is the home base of your presence. It is an absolute must-have. It’'s going to communicate that USP, share relevant news or events, and most importantly, it’s where a lot of your readers are going to be able to search you by name or book title to find links for where to buy your book.
On the technical side, your website boosts SEO by linking your name (or pen name) to your book and making you easier to find. Social media should drive people to your site, but your site is where discovery turns into connection and, ideally, sales.
4. A Social Media Presence
Your social media accounts should extend the look and feel of your website. Keep visuals and language consistent across platforms to reinforce professionalism and credibility. You’ll want to maintain a clear professional identity.
Tips for managing your presence:
Be where your readers are. Romance readers might be on BookTok, business readers on LinkedIn. Don’t try to be everywhere — focus where it matters.
Separate professional from personal. Maintain a clear author identity by keeping personal accounts distinct.
Engage authentically. Live your values and represent yourself consistently. Readers can spot inauthenticity quickly.
Keep evolving. Pay attention to algorithm shifts, hashtags, and trends. Even small adjustments can help you connect with more readers.
5. Quality Promotional Materials
While digital platforms dominate, physical promotional tools still make a strong impact. Bookmarks, postcards, or business cards can turn brief encounters into lasting connections.
One author I met at a conference couldn’t sell me books on the spot — but she handed me a bookmark. I brought it home, looked her up later, and bought her entire catalogue. That’s the power of a simple, tangible leave-behind.
Business cards are equally valuable for networking with event organizers, podcasters, and fellow authors. Include contact info and social handles so people can easily follow up. Think of them as bridges from chance encounters to future opportunities.
Generate Sales Momentum and Create Demand
Creating demand is about getting in front of an audience with your book. But which audience, where are they, and what do you say when you get there? By drafting a detailed plan early on, you build a foundation to answer these questions with confidence. Knowing your audience guides you toward the right channels, your USP gives readers a clear reason to pay attention, and by staking your reputation early you’ve established an authoritative voice in your space.
With that groundwork in place, it’s time to put your plan fully into motion. Here are a few strategies that will help you turn preparation into action, and action into lasting sales momentum:
TV, Radio, Podcasts
Traditional and digital media outlets are powerful ways to share your story. Local TV and radio stations are often eager to feature hometown authors, since highlighting community voices resonates with their audiences. Niche podcasts are especially valuable, they connect you directly with highly engaged listeners already interested in your subject matter or genre.
Ask for Reviews
Reviews are more than feedback, they’re social proof. Whether on Amazon, Goodreads, or through professional outlets like Kirkus, reviews enhance your credibility and visibility, often influencing readers’ buying decisions. Encourage early readers, book clubs, and your network to leave honest reviews.
Blog
A blog offers a platform to share your writing journey, insights, or advice related to your topic or genre. These posts demonstrate your expertise, give readers a reason to return to your website, and create shareable content that can fuel your other marketing channels.
Social Media
Building a presence on social media isn’t about posting everywhere, but about showing up consistently where your readers are. Consider your target audience and research where they might spend their time online. For instance, romantasy readers might be active on BookTok, while business audiences may lean toward LinkedIn. Share updates, behind-the-scenes glimpses, or thoughtful commentary. A consistent, authentic presence keeps you visible and engaged with your audience.
Availability vs Creating Demand
There is a difference between availability and demand. Creating demand is what we’ve just talked about. It’s reaching your target audience, engaging with them, and being consistent. It’s having books on hand; it’s linking to your website, linking to where they can purchase your book. It’s being active on social media; it’s your newsletters. Creating demand is all of that put together.
Availability is not going to guarantee you purchases. It means that your book is available to purchase. You want to find partners who are going to help you with wide availability, where there’s going to be more opportunity for your audience to find you. But your audience isn’t just going to find you. You have to create that demand.
Q & A
How would I know what social media my audience uses? Is there data on what percentage of wine drinkers use Blue Sky?
So I couldn’t tell you that specifically for wine drinkers, but finding where your target audience [spends time] is really looking at who you are selling your book to. What is your book about? Are you writing a memoir geared towards trauma survivors? What age demographic do you think that is going to be? Most probably older generations. For older generations — and I’m ageing myself here — you’re more likely going to find those people on Facebook. You have to think of what platforms they’re on, where they’re wasting their time scrolling. That’s where you’re going to find them. If you’re a YA or romance author, your audience is going to be on newer platforms.
Another interesting example that a lot of people don’t really think about is when you’re writing a children’s book, you’re not actually selling to the child; you are selling to the parent. The parent is the one buying that book for their children, so school readings and libraries are really important. They might carry your book and say, “Mom, I want to go to the store and I want to buy this book.” You have to figure out what age group the kids you’re targeting in your book are and how old those parents are going to be. Where am I going to find those parents? It’s about finding out who the people are that are buying your book and figuring out what platform they’re going to be on.
Brian Cliffen, FriesenPress Marketing Manager, adds:
If you want to validate what your readers use, you can ask them. I think that’s an underrated thing that a lot of authors can do — and maybe don’t. If you have access to your audience, sending out a little survey can be something you get a lot of good intel from. You can also validate by looking up groups on Facebook, for example — a place that hosts many niche communities. Reddit might be one that surprises you. If you consider yourself as a member of your book’s target audience, your opinion is valid, too. Something to keep in mind. Those are some threads to pull on.
Other than viewing in store, online, or publisher lists, how does one do independent quality market research?
There are places like the US Census Bureau and StatsCan that could provide you with some useful data. You can also find answers when you create a survey for your audience. It’s kind of an underrated [activity] — we do it here at FriesenPress, too. Just like you, we’re marketing our business as well. For you, it’s a book; for us, it’s a solutions-based services company. Definitely a worthwhile endeavour if you’re interested in getting more quantitative information about this sort of world that we’re part of.
How can I write a book under a pen name and promote it as such?
We work with lots of authors who write under pen names. It’s not as tricky as you might think. You can create your pen name and have everything attributed to your book on a commercial level (online listings, social media platforms, etc.) [to that persona]. Your professional aspects, however, if you’re looking at business ownership or you’re looking at royalties, you will have to use your legal name to get those things. But it’s really quite simple to create a pen name and have it completely separated from your existing personal social media platforms in a way that people won’t track it back to you.
Create your pen name and start setting up your platforms with separate logins from your personal information, from your personal accounts, all that kind of stuff. And when you get to the point of publishing, make sure that your book cover and your listings use your pen name and not your real name associated with them. When I say with your listings, what I mean is your book’s metadata. The data that retailers are going to pull from the distributor, you can have your pen name in there and not have your real name anywhere on there.
Some people use a pen name because their name is really common, while others use a pen name because they don’t want people to know who they are. There are different reasons to use a pen name, and I think that depending on your reason, it could affect how you set up your social media platforms. In those two situations, I’d have different advice, but you can still be authentic behind your pen name. And if you’re introverted, in some cases, you might find it easier to be authentic behind your pen name than your real name.
What if I’m writing a series of children’s books? Is marketing each book worth it, or should I focus on the series overall?
You want to focus on your series, but you want to market each book as they come out. Some authors will have books come out a couple months apart, building momentum in between. Others want to get them all done and out at the same time. Depending on what your goals are, those both might be realistic situations for you.
If you’re writing a kid’s book and it’s a series, you definitely want to market it as a series. You’ll want to have a website that reflects the series as a whole, but you will want to do focused marketing on each title as they come out. What I really love seeing as a reader is when a second or a third or a fourth book comes out and it has sections at the front that say praise for Book One. You can use reviews from Book One and Book Two in your subsequent books to build that momentum and help generate sales and create that demand as you go.
Want more expert insights to help navigate your publishing journey?
Join our next free webinar! Presented by FriesenPress’s Emily Perkins, we’ll survey your options in the modern publishing landscape to move your work from computer screen to bookshelf.
