A New Author with No Marketing Plan

“Tara” is a new author with no marketing plan. I first met her more than four years ago when she contacted me about book design. At that time, her manuscript was not yet complete or edited.

Fast forward to 2025: after years of writing, revising, editing, and creating a companion workbook—plus going through design and proofreading—Tara’s book is now live on one of the largest book retail websites.

Staying Connected Along the Way

Throughout the years, Tara and I kept in touch. I sent her book marketing articles and podcast recommendations to help her prepare for launch.

Besides designing her books, I also created a simple website for her. It includes a free a abbreviated sample chapter from each book to download—she can even use those pages as sell sheets. I also provided jpgs of her book covers to use for social media and promotional materials.

Tara, who describes herself as introverted and works full time with irregular hours, told me she isn’t interested in doing book signings or blogging. However, she has considered getting help with public speaking, which could be a great next step.

When she shared her proof copies with me, I reminded her: “You’ve spent a lot of money on editing, design, and proofreading. Now you’ve got to market the book.” As Ben Franklin wisely said, “If you fail to plan, you are planning to fail.”

Why Many Authors Avoid Writing a Marketing Plan

Many authors hesitate to write a marketing plan. For some, the idea feels overwhelming—marketing can seem complicated, time-consuming, or even intimidating. After all, writing the book was hard enough! Others believe the book will “sell itself” or that marketing requires a big budget. The truth is, marketing a book is hard work—but it doesn’t have to be scary or expensive. Start small, stay consistent, and focus on connecting with your readers one step at a time.

What Should New Authors Do?

• Write a marketing plan. There are countless free templates and guides online.
• Identify your target audience. Know exactly who you need to reach.
• Understand your genre and category. This helps with positioning and discoverability.
• Grow an email list. Build direct relationships with your readers.
• Get reviews—before and after launch. Reviews help sell more books.
• Join groups or communities. Attend online or in-person events where your readers gather.

Even Google now offers AI overviews for new authors, which can be a good place to start researching strategies.

Write a Marketing Plan

See my article about book marketing plans—many are free (though most require signing up with your email). Smart marketers offer something of value, like a free plan, in exchange for your email address. It’s a great way to build an email list—something every author should do.

I recently heard a podcast that suggested keeping a marketing journal. I love that idea. Tracking what you’ve done—and noting the results—helps you refine your approach over time.

There are many ways to market your book. Start small. Choose two or three ideas and focus on them first. As author and expert Joanna Penn says, “Don’t try to do everything—and definitely don’t try to do it all at once.”

Build an Author Platform

What is an author platform? It’s everything you do to connect with readers—it’s your promise to them. Publishing expert Jane Friedman defines it as “an ability to sell books because of who you are or who you can reach.”

Your platform might include your website, newsletter, social media, public speaking, and professional affiliations. Each touchpoint builds trust and recognition.

Keep Sharing and Learning

Tara can take a deeper look at each of the steps above and find the marketing approaches that fit her personality and schedule. I’ll continue sending her articles and insights that might help along the way.

Final Thoughts

New authors should start developing a marketing plan early—some experts recommend doing so before writing the book. In Tara’s case, she knows her target audience and genre, but now she needs to take consistent action.

Marketing doesn’t have to be overwhelming. It’s simply a series of small, intentional steps that connect your book to the readers who need it most. Spot your procrastination pattern by reading this excellent article by Colleen M. Story. 

Every author’s path is different, but planning makes all the difference. If you need help with book design contact N-K to discuss your next steps.