Originally Published in WriteOn! Summer 2025 Issue
Your book won’t sell itself no matter how good it is. We spend years writing and rewriting, agonizing over character development, plot, and just the right turn of phrase. Eventually, we publish and then what? Sit back and wait for the world to anoint our book baby as The Great American Novel?
Sorry, that’s not happening.
It’s been about two months since my second novel, People of Means, hit shelves, and I’ve been crisscrossing the country on a book tour. Still, there are plenty of folks who have no idea this book exists. I keep asking myself what more I can do to promote the book. I’m lining up events throughout the year because I’m taking the long view, recognizing that there’s nothing but upside in introducing my novel to as many new readers as I can.
TALK ABOUT YOUR BOOK SO MUCH YOU ANNOY YOURSELF
When my first novel, The Kindest Lie, was released in 2021, I posted about it so frequently on Facebook, Instagram, and Twitter that I almost muted myself. It got so bad that I apologized to my social media followers for posting so much about the book in the many months leading up to publication.
Believe it or not, I was inundated with comments telling me they craved information and updates about my novel. They wanted more of it, not less. After all, they were invested in my success. You now have permission and encouragement to shout from the rooftops about your work.
CHRONICLE YOUR JOURNEY TO PUBLICATION
This is something I regret not doing early in the lead-up to publication of People of Means. Let readers in on every step along the way, starting with your book idea. What inspired you? An article you read in the newspaper, a nagging question about life, something you’ve always been intrigued by, or maybe a random experience with a stranger?
During your writing time, keep your readers informed about your process, including the periods when you encounter writer’s block as well as the successful moments when you nail a piece of dialogue or plot point. Other moments to highlight include your book title, the cover reveal, preorder campaign, the unboxing of advance and final copies, blurbs or word of praise from authors, and, of course, publication day. But don’t stop there.
Take your followers along with you on your book tour and introduce them to the readers you’re meeting at every stop. I’ve asked practically every reader I’ve encountered to take a photo with me and the book. They’re always thrilled to do it! But showcase the rough spots too, like the empty room when no one shows up for your event. That’s real, and readers will empathize with you on the not-so-glamorous parts of the journey.
MAKE IT EASY FOR PEOPLE TO SEE YOUR BOOK COVER AND BUY THE BOOK
You may be familiar with that old marketing rule that people need to see a product seven times before they consider buying it. Unfortunately, I’ve heard that the number has now risen to ten. It takes that many interactions for people to remember your product and have it top of mind when they’re considering a new purchase. Your buy links should be easily accessible. Don’t make people hunt for them. Include them in your email signature.
Once your book is for sale, be sure to update the language from “preorder” to “buy” and change the verbiage “coming” to “on sale now” on your social media channels and on every page of your website. I was one month late making those changes and another author had to point out that my content was outdated. Don’t let that happen to you.
Also, at the time of launch, every image you share should prominently feature your book cover, not your author headshot or photos of anything else.
Product placement is key, and your book is that product.
BE A BIGMOUTH AND GET THE WORD OUT EVERYWHERE YOU CAN
As soon as you finish writing and rewriting the book, make a list of everyone you know. Don’t leave anybody out. Include your kindergarten classmates, your teachers, pastors, sorority sisters, your plumber, hair stylist, nail tech, graduate school adviser, colleagues from old jobs, your LinkedIn network, your neighbors, and others.
They could potentially be members of your “street team” who will promote your book in their circles. Who do you know who knows someone in the news media? Did you forget that the choir director at church is the first cousin of one of the local TV anchors?
Use your network wisely. Identify podcasts that feature novels or topics you address in your book and pitch to make an appearance. Announce publicly on all your platforms that you’re willing to speak to book clubs in person in your local area and virtually everywhere else. Ask your readers to leave reviews on Goodreads and Amazon if they enjoyed the book.
Remember: People are rooting for you and want to know how they can support you. Tell them!
A native of Chicago’s South Side, Nancy Johnson worked for more than a decade as an Emmy-nominated, award-winning television journalist at CBS and ABC affiliates in markets nationwide. Nancy’s second novel, People of Means, a story of race, class, and legacy in 1960s Nashville and 1992 Chicago, was published by William Morrow/HarperCollins. People Magazine named it one of its most anticipated books for 2025.