Book Marketing Starts Before Your Book Is Finished: 28 Smart and Easy Ways to Start Now

One of the biggest myths writers believe is that book marketing begins after publication day. We picture a finished manuscript, a polished cover, a launch date, and then somehow the readers magically appear. I wish it worked that way. It usually doesn’t. Nope – you have to promote yourself from the very beginning.

The truth is simple: book marketing starts before your book is finished. It starts when you begin building visibility, relationships, and curiosity long before your book hits the world. If you wait until launch week to introduce yourself, you’re asking strangers to care instantly. If you begin earlier, you give readers time to discover you naturally.

I get that it’s scary to put yourself out there but if you want your book to succeed, you have to promote yourself and market your book. 

My Dirty Little Book Marketing Secret

I absolutely suck a marketing my book. There, I said it. I have my Thinking Positive and my Thinking Positive Toolbox, which were huge non-fiction passion projects for me. I was and am fully invested in them, but when it comes to marketing, I’m kind of eh about it. I also have two other non-fiction books that I wrote. One is on gentle parenting and what it should really look like, and the other is about online dating.

Those two books were not passion projects, they were written because I saw a need and I wrote them to fill that need. But I did next to nothing to promote them. Or anything. At All. If someone were to look at me and say “Come on woman, you have to promote yourself,” I’d be like “Yeah, no.”

I’m trying much harder with Consanguinity. I’m making little book trailers, I’m talking about them on social media. I’m doing little teasers about the 4 main characters. It’s not a lot, but it’s a start.

When it’s finally done and published, you can bet I’ll be promoting the heck out of it. It’s not going to be easy because it ties back into the idea that it’s not “proper” to talk about things you’ve done, at least for me it does. But I’m totally going to quash those feelings under my heal like they were a big ugly bug! My new personal mantra for Consanguinity – aside from keep writing is “don’t be stupid, Tracie, promote yourself.”

If Your Book Is Still Being Written

This is actually a wonderful time to promote yourself and your book, because there is no pressure to sell yet. You’re simply letting people into the journey.

• Share your writing progress occasionally
• Talk about the genre you love
• Post about themes your book explores
• Show your writing space or routine
• Build a simple author website
• Start collecting email subscribers

You don’t need to reveal spoilers or post every chapter update. You’re building connection, not broadcasting every keystroke. If this feels overwhelming, start small. One post a week about your writing life can plant seeds you’ll appreciate later.

If Launch Day Is Getting Close

Now your book marketing shifts from quiet visibility to growing anticipation.

• Reveal your cover
• Create teaser graphics
• Share short character intros
• Announce your release date
• Recruit ARC readers
• Set up preorder links if available

Readers love being part of something before it arrives. Give them reasons to look forward to your launch.

For helpful publishing resources, Reedsy’s blog has practical articles for indie authors navigating launch plans and promotion.

If You Just Published

This is where many writers make a mistake. They publish, announce once, then go silent. Please don’t do that.

Your audience is busy. Many people miss the first announcement. Keep talking about your book in fresh ways.

• Share reviews
• Post favorite quotes
• Create short videos
• Talk about what inspired the story
• Mention your book naturally in future content
• Run occasional promotions

If Your Book Has Been Out for a While

Good news: book marketing does not expire.

Older books can find new life through fresh graphics, seasonal angles, bundles, updated blurbs, or renewed social posts. Some books take time to find their readers. I actually did this with my Thinking Positive Book and Toolbox. I just recently bundled them together. I was so proud of myself. You would have thought I just invented the wheel or something.

I’ve seen content gain traction months after posting and products sell long after release. Books can do the same thing.

If you’re building your author platform too, you might enjoy my thoughts on why authors need a website.

If You Want to Promote Your Book Without Putting Your Face Everywhere

Let’s also normalize something important: not every writer wants to become a full-time on-camera personality. You can absolutely do book marketing and promote yourself without turning yourself into a daily selfie project.

Some writers are private. Some are shy. Some are tired. Some simply want the spotlight on the work instead of themselves. All of that is valid.

• Create quote graphics using lines, themes, or mood from your book
• Use book cover images, mockups, and aesthetic visuals
• Make text-based reels or slideshows with music
• Share screenshots of reviews or reader reactions
• Post photos of your writing desk, notebook, tea mug, or workspace
• Write blog posts related to your genre or themes
• Use email newsletters to connect privately with readers
• Record voiceovers over images instead of appearing on camera
• Create character boards, playlists, maps, or world-building posts
• Let your website work for you while you stay comfortably offstage

You do not need to be loud to be visible. You do not need to be everywhere to be effective. Consistent quiet marketing often works better than forced performative marketing.

If being on camera drains you, build a strategy that fits your personality instead of copying someone else’s. This is me. I hate the way I look on camera. I am trying to work past it to promote myself and my work, but it’s hard. For me, I’m trying because it’s a goal I set for myself, but you don’t have to. Don’t do anything your not comfortable doing, because yes, you can promote yourself and market your book without ever showing your face!

The Real Secret of Book Marketing

The best marketing rarely feels like shouting. It feels like showing up consistently, being visible, offering value, and reminding people you exist  – that’s the part where you promote yourself.

You do not need to become a slick salesperson. You need to become findable. 

So if your book isn’t finished yet, great. Start now. 

If your book just launched, great. Start now.

If your book has been sitting quietly for a year, great. Start now.

The best time for book marketing may have been yesterday. The next best time is today.