Tips for Cringe-Free Author Marketing

I’ll never forget the first time I tried to “market” my writing.

I had just published a short story in a small but respected literary journal. I was proud. I wanted people to read it. And everything I’d heard said I needed to get the word out.

So I took to social media and made a post.

It was awkward. Stiff. Full of disclaimers and fake cheeriness.

“Hey everyone! Sooooo . . . this is kinda weird, but I got published and I guess I’m supposed to share it? Anyway, here’s the link, no pressure, just if you want . . .”

Crickets.

I knew how to tell stories. I’d just gotten published, so that much was obvious.

But when it came to talking about my stories, I felt fake. I didn’t know what to say, posting about myself felt foreign, and in the end, all I got were a bunch of hearts on the post and a lot of “oh wow, congrats! 🎉” without any actual thoughts on the story.

However, after three years in the marketing world, five years of running Inkling Creative Strategies, running two book launches for my own work, and working with independent authors, I’ve realized something.

Marketing isn’t the problem.

It’s the way authors think they have to do it.

No wonder most of the writers I work with hate the idea of author marketing.

Why “Book Marketing for Authors” Feels So Wrong

If you’ve ever typed “how to market your book without feeling sales-y” into Google, you’re not alone.

You’ve also probably discovered that there’s a lot of advice out there that makes you feel sick.

Stuff like:

·       Post multiple times a day on all the platforms.

·       Build a brand (most people don’t know what this means, but in a future post, I’m going to explain it to you)

·       Do giveaways, challenges, ads, or email funnels—immediately.

But none of that feels natural. If looking at that list makes you feel exhausted rather than energized, it isn’t just you.

This disconnect is exactly why so many writers freeze up when it's time to promote their work. The options either feel disingenuous or so overwhelming that we avoid them altogether.

And I’m here to tell you it doesn’t have to be this way.

Marketing isn’t about pushing a product. It’s about building a relationship.

My mentor at an agency I worked at always said that it’s kind of like dating. You wouldn’t go up to someone you just met at a bar and ask them to marry you. Usually, you ask if you can buy them a drink. If that goes well, you might ask for their number.

Over time, you build a relationship with this person. You build trust and get to know them.

That’s when you pop the question. Not when you’re sitting at the bar at Applebee’s drinking a Perfect Margarita.

The point is, you don’t need to become a marketing machine to find your readers. You don’t need to be loud, manipulative, or “strategic” in a way that makes you feel like you need a shower

afterward.

You can market like a writer.

That means:

·       Leading with your voice

·       Focusing on connection

·       Choosing tools and platforms that work for you, not against you

Let me show you what I mean.

How to Market Your Book Without Feeling Sales-y

So, what does authentic author marketing look like? Here's a few tips for doing it with integrity and creativity.

Start with Your Message—Not Your Product

Before you even think about posting or building a website, get crystal clear on this:

·       Why did you write this book?

·       Who is it for?

·       What do you hope it changes for them?

This message is your foundation. Everything else flows from it. Your book is one expression of that message, but it’s not the only one.

When you know what you're really saying, you'll always know what to write in your marketing.

Serve Before You Sell

If you’re uncomfortable asking people to buy your book, don’t start there.

Start by offering them something else of value:

·       A blog post about the theme of your book

·       A short video where you share part of your writing process

·       A free tool or download of an excerpt from your book

Give first. Build trust. Create content that feels like a conversation, not a billboard.

Be Consistent, Not Constant

You do not need to be on social media all day, every day. In fact, you shouldn’t be.

Choose 1–2 platforms that feel manageable. Show up once or twice a week with content that reflects your voice.

That could be a behind-the-scenes look at your revision process, a photo of your annotated manuscript, or a quick journaling prompt based on your book's themes.

The goal is consistency, not constant output. Let your readers get to know you a little at a time.

Build Relationships, Not Just an Audience

Marketing isn’t about broadcasting. It’s about connecting.

Answer comments. Respond to emails. Ask questions. Share parts of your life that align with your writing. Let people in—because when readers feel seen and valued, they stick around.

Like I said, the best marketing comes from relationships, not reach.

You Don’t Need Gimmicks. You Need Guidance

The truth is, most authors aren’t lazy or uninterested in promoting their work.

They’re just overwhelmed. Confused. Burnt out from trying to follow advice that wasn’t made for them.

If you’ve ever felt like:

·       Marketing your book makes you feel like a fraud

·       You have something to say, but don’t know how to “package” it

·       You want to reach readers but not at the cost of your sanity…

I want you to know this: you’re not doing it wrong. You’ve just been taught the wrong model.

Want More Tips for Author Marketing?

Download a copy of my new FREE resource, The Ultimate Book Launch Flight Plan.

Whether you’re launching a brand-new book or promoting the one you’ve already published, it contains all the tools you need to bring awareness to your work.

You’ll learn how to:

·      Build a supportive launch team so you can create buzz and gather early reviews without doing everything yourself

·      Create on-brand social media content so you can promote your book consistently and professionally across every platform

·      Pitch your book to podcasts, blogs, and newsletters so you can expand your reach and build meaningful media relationships

·      Craft bios and book summaries in multiple lengths so you can talk about your book anytime, anywhere

·      Approach your launch with confidence and a plan so you can stop winging it and start showing up with intention

Plus, there’s a special bonus offer at the end that I’ve put together exclusively for people who download this tool.

If that all sounds good, click the button below, grab your copy, and prepare for takeoff!

SEND ME THE GUIDE