When it comes to book marketing, you often run into folks who aren’t exactly thrilled about using social media as a promotional tool. I get it; on the surface, it seems like a hassle.

But here’s the thing: beneath that reluctance, there’s sometimes a hint of elitism and, well, let’s be honest, a touch of laziness.

In the book world, there’s this old-school notion that marketing is the job of publishing houses. Some authors even believe that if they’re “real” authors, they shouldn’t have to bother with marketing. Now, I don’t know about you, but to me, that perspective feels as outdated as a rotary phone at a tech conference.

Let’s dive into this a bit more. First off, when you avoid active marketing, you might unintentionally give off vibes of being disconnected from, or worse, superior to your readers. And that’s a problem because storytelling is all about connecting with readers on a personal, emotional level.

Now, onto the second point. Expecting your publishing house to do all the heavy lifting in the marketing department is a tad unrealistic. They’ve got a gazillion other tasks and authors to deal with. Relying solely on them to promote your book? Well, let’s just say it’s not the most practical game plan.

“Publishers are there to distribute, not to help market. Expect to do 95% of the marketing yourself, even if you’re with one of the big guys,” says Tori Dunlap, money expert and author of New York Times bestseller Financial Feminist. (Tori Dunlap — Money Expert on X: “I’ve sold 70,000 copies of my book Financial Feminist (a New York Times bestseller) in 4 months. But I just read that the average sales of a published book are 3,000. For the ENTIRE LIFETIME of the book. Here’s what I learned about marketing and selling a book. (a thread) https://t.co/mmrrKnlvCz” / X (twitter.com))

You, the author, are the ultimate authority on your work. You know your characters, your world, and the subtleties of your story like the back of your hand. So, who better to convey the essence of your book than you? It’s a goldmine of potential, waiting to skyrocket your book’s visibility and success.

In a nutshell, the idea that marketing is the sole domain of publishing houses or that it’s beneath a “serious” author is, frankly, past its prime. Embracing active engagement in marketing doesn’t take away from your craft; it strengthens the bond between you and your audience.

Your readers are waiting, and your story deserves to shine!

Also read:

Marketing when you’re uncomfortable