
Many writers I know are more comfortable working behind the scenes on their novels than being in the spotlight. Which means they’re not usually comfortable blowing their own horn. Promoting their own work doesn’t “feel right,” they say. “I don’t want to come across as arrogant or narcissistic,” they might say, or “I don’t want to embarrass myself in front of people.” Neither could be further from the truth.
Self-promotion is neither arrogant nor narcissistic, and no, you won’t embarrass yourself, not if you plan how to promote your writing to the right audience. The truth is, If you want people to know who you are and what your book is about, you have to put yourself out there.
Self-promotion is about gaining visibility for yourself as a published author and for your work. These days, it doesn’t matter if you are self-published or traditionally published, writers are expected to carry some of the marketing workload.
Children’s author Linda Kay Hardie at the Writers and Publishers Network suggests not thinking of this process as self-promotion. “Reframe it as getting acquainted with other writers and meeting your readers,” she explains.
You’re not cold calling or going door to door to strangers’ homes, adds Hardie. You’re talking to people you already know about something that you’re passionate about–books and writing.
General tips for self-promotion
Browse the internet and you’ll come across numerous articles about self-promotion tips for writers. Here are a few that are valuable for any writer no matter where they are on their writing journey.
1. Make sure to create a good product. Take the time to produce something that people will want to buy and read. Keep in mind that just because you love your work doesn’t mean it’s quite ready to spring out into the world. Have a professional look over it to make sure that it’s not just technically clean but that the content is meaningful and relevant.
2. Start promoting your product Before the book is published, not just after publication. That means telling people about what you’re working on even while you’re still working on it. Talk it up. Tell people what the book is about and why you decided to write it. Use social media to share snippets from the book so readers get a taste of what to expect. Or offer a discount on pre-sale orders. Then once the book is finally released, readers will (hopefully) be excited to buy. If you wait to promote your book until after it’s released, you’ve lost time and opportunity for initial sales.
3. Know your genre. Different genres require different approaches to self-promotion, says literary agent Carrie Pestritto on the Manuscript Wish List blog. For example, non-fiction writers will more likely need a strong online platform that promotes their expertise, such as a blog, website, or podcast. Meanwhile authors of middle-grade children’s books will likely do better with in-person events at libraries and schools.
4. Know your target audience. Who are your likely readers? Demographics can play a role in the type of self-promotion you use. Young adults in their 20s and 30s are likely to be found on X and Tik Tok (and Booktok), while older readers are more likely on Facebook, LinkedIn and Instagram as well as in-person events. Find out where your target readers go to learn about new writers. It’s important to meet your readers wherever they are.
5. Start within your local community. While it’s important to raise your online profile, in-person appearances are just as important. Children’s author Linda Kay Hardie suggests checking out libraries, universities and book clubs, which are usually eager to work with individuals to provide educational talks and performances as part of their programming. Also check out local bookstores, street fairs and book festivals where you can volunteer to do book signings or readings.
6. Become a good literary citizen. Help other writers promote their books. Share their book info via your social media channels or write a review. If you blog about your own writing journey, remember to talk about the other writers you’ve met along the way. If and when the time comes for you to publish your book, they may do the same for you.
7. Bring extra copies of your book wherever you go. This piece of advice is the most surprising, yet most common sense thing you can do to promote yourself. When you’re invited to a party or some other social event, either bring a backpack with a small supply or keep a few copies in your car. You never know when you might meet someone who expresses interest in your book and wants to buy it. Then you can sell it to them right there on the spot.
8. Consider offering a freebie. If you’ve produced a short e-book, consider offering it for free for a short time, say a week. The freebie introduces people to you and your writing, and can generate enthusiasm for larger works that you have in your portfolio.
If all this makes you feel overwhelmed, don’t fret. Choose the ideas that best suit your audience and your personality. It might help to develop a strategy for promoting yourself. Remember, quality of communication is more important than quantity.
Most importantly, don’t be pushy. No one likes an aggressive salesperson. Avoid hitting people over the head with your new product. Take a kinder, gentler approach, such as bringing it up naturally in conversation. Be yourself.
Hope these tips help you think about how to promote yourself as a writer. Remember that it’s all about being visible in your community and in your profession. You’ve put in the work to create a book close to your heart, so don’t be shy about telling people about it.









