Book Marketing Boost: 22 Authors’ Best Promotions Advice
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Ask authors about the most challenging part of their gig and you’re likely to hear a common response (sometimes accompanied by a long sigh): “marketing.”
In today’s publishing world, both traditional and self-published authors aren’t just expected to write their books — they need to be active in marketing and selling them, too. Having already climbed the twin peaks of writing and publishing, newer authors could easily feel daunted by the prospect of scaling yet another: Mt. Promotion.
With nearly 16 years spent coaching and guiding authors through the mysterious art of book promotion, we at FriesenPress have seen that feeling manifest in authors countless times. But we also know how commonplace the flipside of success can be. When our team and authors work together to tackle the challenge of book marketing, it’s incredible how often those once-trepidatious efforts turn into marketing momentum in the form of excited readers, book sales, and media inquiries.
But you don’t need to take our mere word for it. Having just passed the midway point of 2025, we thought it was a good time to check in with our published authors to get their top marketing tips. Whether you’re considering the idea of publishing a book, or are published but feeling some mid-year marketing fatigue, these 22(!) morsels of wisdom offer you a fresh, learned perspective from someone who was once standing in your shoes.
1. Smile. Run your ideas by people in business. Have fun. You just accomplished an incredible feat. Be kind to yourself, and pace yourself too.
— Susan D. Dagenais, author of E is for Maggie: Loving a Daughter with Autism
2. Once you get started, the energy arrives.
— Gail Goodjohn, author of So I Can Tell YOU
3. You have to work for this. Promote and encourage others; they will probably reciprocate, and even if they don’t, that is still positive energy. Above all, put yourself out there. We all, at some point, will have that event that no one attends, the market with no sales while our neighbour is opening another box. Learn from that neighbour. They have been in your position, and they can offer guidance and encouragement. One day, you will be the one helping a new author find their way.
— Anne M. Smith-Nochasak, multi-book published author
4. It might take longer than you think, so cultivate your contacts early.
— Jack A. Taylor, author of Pharoah Hatshepsut
5. Share your book with libraries and ask bookstores to carry your book. If you don’t ask, the answer will always be no.
— George Rock, author of Farm Stories
6. Persistence over the long run. No instant success, but keeping at it, letting people know, and working your contacts, it all adds up.
— Harold Munn, author of Faith in Doubt: how my dog made me an atheist and atheism made me a priest
7. Be bold. It’s okay to “toot your own horn” and encourage others to read your work.
— Melanie Peacock, author of HR Can Be Murder
8. The book cover is very important. Has to catch the eye. Whenever you present your book to others — be it friends, book clubs, markets, consignment stores, or book-signings at major bookstores — connect with the correct demographics for your genre. Your excitement describing some colourful characters and/or a few plot points creates interest and intrigue.
— Antonia Giglio, author of The Scent of Lilacs
9. Make sure all your book’s editions are listed in Bookmanager, used by independent booksellers.
— Lee Selleck and Francis Thompson, authors of Dying For Gold
10. I wish I would have gone out and promoted my book while it was in production. It gives you a good head start and booksellers will remember you when you go back.
— Julie Ann Trentin, author of Viktor
11. Marketing is essential, so make sure you recognize that and be willing to promote yourself. Step outside your comfort zone. That said, if you are clear on your goals, you can also avoid marketing strategies that don’t feel authentic to you. There are no absolutes.
— Karen Lea Armstrong, author of Drownproofing
12. Utilize email marketing: an email list is a direct line to your most interested readers. Offering free resources or updates about your journey in exchange for sign-ups has been a game-changer.
— Jean-Marc Guillamot, author of Leadership Through Hell and High Water
13. Don’t focus on the number of followers you have on social media. Instead, focus on having the right followers — namely the ones who believe in what you are saying.
— Mandeep K. Atwal, author of Noble Victory: A Family’s Autism Journey
14. Consider joining a writers’ group. The group I belong to meets every other week at a local library. (I know another writer who meets with her group virtually.) These groups often consist of a variety of writers from many different genres. We have journalists, novelists, playwrights, poets, and nonfiction writers in our membership. Joining a writers’ group will provide you with excellent networking opportunities. You can benefit from the knowledge and experience of other authors in many areas, including marketing. (By the way: I also highly recommend reading the FriesenPress blog’s insights on marketing.)
— John Charles Corrigan, multi-book published author
15. Book reviews are helpful! You may have to reach out to a lot of reviewers before you find someone who is willing to do it, but it’s worth it. It’s also good constructive feedback if you plan to write another novel.
— Caitlin Dunseith, author of Three-Point Turn
16. Start small with your own inner circle, and work outward. Tap into your various networks. One social media platform with engaged contacts is better than overreaching into many platforms that you don’t use much.
— Donna M. Henningson, author of White Space, Gray Areas, & Black Swans
17. Buy a banner. Even if people don’t stop to buy, they still saw your title!
— Eleanor Deckert, author of the 10 Days book series
18. Self-promotion is integral to success. Start reaching out to fellow authors and potential readers on social media, and always remember to be your authentic self. That way, your words and message will stand out to potential readers, resonate with their souls.
— Michael Finelli, author of The Tears of Pan
19. Stop comparing yourself to other authors and their marketing plans. It can often lead to you thinking you aren’t doing enough. Marketing is hard, so go easy on yourself.
— R. S. Twells, author of The Agent Bennet Saga
20. Find your niche and put your energy in one place, instead of running wild in all directions.
— Maria Moore, author of Not My Kind of Mennonite
21. My top tip would be to promote your book to family and friends first. If they like it, then they will promote it to their friends and then their friends will promote it to theirs. In no time, people will know about your book and who you are.
— Valerie D. Maidment, author of From Daylight to Dark: Finding Work in an Inaccessible World
22. You have to be open to trying new things, and to come out of your shell and really show yourself to the world. As scary as it feels sometimes, the reward of seeing your work getting around is really, really amazing.
— Dason Wowk, author of “Auto” Biography
With so many great tips, here are some key takeaways:
Book marketing is a marathon, not a sprint. Pace yourself (and be kind to yourself too).
It absolutely can be nerve-wracking to put yourself out there while promoting your book, but the upsides are so worth it.
Don’t compromise who you are and what makes you you. Prioritize finding promotional avenues and channels that feel authentic to you, your book’s audience and your values.
Focused, niche marketing often trumps broad marketing strategies.
No matter where you are on your writing, publishing, or promotional journey, it’s never too late to try something new or learn a new skill. If you’re feeling stuck or unsure how to move things forward, our team is always happy to connect with and support you.
And who knows — it just might be your inspiring marketing advice that we feature next!
Responses curated and post written by Brian Cliffen, FriesenPress Marketing Manager
Brian Cliffen brings over a decade of professional marketing experience to his role as FriesenPress’s Marketing Manager. Under the banner of FriesenPress, Brian has written, curated, and contributed to hundreds of publishing guides, articles, and author interviews that have empowered thousands of writers across North America to share their stories with the world.
