You’ve done the hard part: you wrote the book. Maybe you even poured your heart into it, polished it with editors, and now you’re ready to put it into the world.
But here’s the truth: writing a great book is only half the battle. The other half is making sure the right readers find it.
Unfortunately, many authors sabotage their marketing efforts before they ever gain traction — often without realizing it. Below are 10 common self-defeating habits that can derail your book marketing, and what to do instead if you want your work to connect.
1. You promote your book without defining who it’s for.
You know your book is good. You believe it deserves attention. But if you’re talking to everyone, you’re not really reaching anyone.
I have a book marketing agency named Yashash. One author I worked with had written a YA fantasy, but ran ads targeting general fiction fans. Engagement was low, sales flatlined. When we shifted to targeting YA readers on BookTok and genre-specific Discords, things turned around — fast.
What to do instead:
Build a clear picture of your ideal reader. Think beyond age and gender: what do they read? Where do they hang out online? What kind of language do they respond to? Make your marketing speak directly to that reader — not the masses.
A book might hook someone once. Your brand is what keeps them coming back. But too many authors treat branding as optional — or inconsistent.
The result? Missed opportunities for reader loyalty and recognition.
What to do instead:
Create consistency across your website, social media, email, and even the way you write your blurbs. Your tone, imagery, and message should all say: “This is who I am, and this is what you can expect from my books.”
If you’re not sure where to start, try writing a one-sentence summary of your voice and values as an author — and filter all your content through that lens.
You’ve been posting daily, maybe even growing your follower count. But the book sales just aren’t there.
Here’s why: social media is noisy, algorithm-driven, and not built for conversion. It’s a tool — not the whole toolbox.
What to do instead:
Diversify your marketing channels. Email newsletters, search engine visibility, podcast guest spots, and reader group partnerships often drive better results — especially when used in combination.
Instead of putting all your energy into going viral, focus on building depth, not just reach.
4. You treat book reviews like a bonus, not a priority.
Books with under 10 Amazon reviews struggle to convert. Readers want social proof. Without it, they hesitate — or move on.
What to do instead:
Create a simple, repeatable process for collecting reviews. Use ARC teams, reader magnets, or follow-up emails after purchase to ask for honest feedback. Don’t worry about asking perfectly — just ask.
Bonus: Focus on micro-influencers and niche reviewers. They often have more sway than you think.
5. You neglect your Amazon listing.
You might have a stunning story, but if your Amazon page is vague, unpolished, or unoptimized, readers won’t click “Buy.”
Your cover, title, keywords, and description all work together to either convert — or confuse.
What to do instead:
Audit your listing. Does the cover signal your genre? Is the title clear? Are you using strong hooks in your description? Does your subtitle clarify who the book is for?
Use tools like Publisher Rocket or just scan top books in your category. What patterns do you see?
6. You mismanage your marketing budget.
Some authors burn through their ad budget in week one. Others spend nothing, hoping for organic traction.
Both approaches are reactive — not strategic.
What to do instead:
Plan your budget based on phases: pre-launch, launch, sustain. Focus on high-ROI channels first, like Amazon or email ads. Test before scaling.
If your book has a long tail (nonfiction especially), prioritize consistency over big spikes.
7. You try to go it alone.
Writing can be solitary. Marketing shouldn’t be. Too often, authors isolate themselves when what they need most is connection.
What to do instead:
Show up in the author ecosystem. Join genre groups. Comment on other writers’ posts. Offer to do newsletter swaps or joint promotions. Relationships often unlock opportunities you couldn’t buy.
Marketing doesn’t have to mean being loud. It can mean being present, consistent, and generous.
8. You launch without a plan.
Hitting “publish” is not a launch strategy. If you don’t build anticipation or activate your audience, even great books can sink quietly.
What to do instead:
Start planning 6–8 weeks out. Warm up your email list, gather early reviews, line up social content, and create a bonus or incentive for early buyers. Countdown posts, sneak peeks, and early access offers can all help build momentum.
Your launch doesn’t need to be loud. It needs to be intentional.
9. You underestimate email marketing.
Still the most underutilized tool in an author’s arsenal — and the most effective.
What to do instead:
Offer a compelling freebie (like a bonus chapter or short story) to collect emails. Then stay in touch with value-based updates: behind-the-scenes glimpses, curated book recs, or insights into your process.
Email cuts through the noise. And best of all? You own your list.
10. You don’t track what’s working.
Too many authors guess their way through marketing. But without data, it’s impossible to know what to double down on — or what to stop.
What to do instead:
Set up basic tracking: email open/click rates, Amazon rank trends, ad conversion rates, website traffic. Even five minutes a week can give you actionable insight.
If you’re making decisions based on vibes instead of data, that’s a fixable problem.
Final Thoughts:
Book marketing doesn’t have to be overwhelming. But it does require clarity, consistency, and a willingness to treat your book like the product it is — and yourself like the brand you are.
The authors who thrive aren’t necessarily the most extroverted or well-funded. They’re the ones who take small, smart, repeatable actions — and keep showing up.
Start with one fix. Then another. Over time, you’ll build a system that works — not just once, but again and again.