How I Market And Promote My Books (Before, During, And Long After Launch)

When people think about book promotion, they usually think about the launch. Specifically the announcement, the first week and maybe the first month. But that’s never been how I’ve approached it. When I think about how to market and promote a book, having a plan is essential.

Every book I’ve written has had an organic marketing plan (which I’ve created and fine-tuned over the years) behind it, and more importantly, an ongoing promotion strategy that continues long after the launch window ends. Because in my experience, the launch is just the beginning.

Here’s how I think about marketing my books organically (without paid ads) and some of the specific things I do to support them over time.

I always have my own plan to market and promote my book, regardless of publisher support

I’ve worked with a traditional publisher on all of my books, and while they provide support, I’ve never relied on that alone. When it comes ot how I market and promote a book, I go into every book with my own plan.

That means thinking through:

• What are the key messages for this book?
• Where does it fit within my existing platform?
• How will I talk about it consistently over time?

Publisher support is helpful, but your book benefits most from how well you integrate it into your own ecosystem. That’s something I started to think about more intentionally as I continued publishing.

I talk more about that long-term perspective in I’ve Written 6 Books In 8 Years: What That Has Taught Me About Building A Sustainable Author Career, because promotion is part of building something that lasts.

I treat my books as evergreen assets

One of the biggest shifts I made early on was deciding that my books would not be tied only to a launch window. Instead, I promote them on an ongoing basis.

Not aggressively and not in a way that feels repetitive, but consistently.

That might look like referencing a book in a piece of content, including it in a newsletter, or tying it into a conversation that naturally aligns with the topic.

Books don’t expire after launch. They continue to be relevant, especially if the content is foundational. So my goal is to keep them visible over time.

My platforms get updated to reflect the new book

Whenever I release a new book, one of the first things I do is update all of my core platforms.

That includes:

• Website pages and thumbnails
• Community sections related to books
• My Amazon author page

These updates ensure that wherever someone encounters my brand, the book is visible and positioned clearly. It’s a simple step, but it makes a big difference in consistency.

I create a central one-page resource to market and promote the book

For every book, I create a one-page PDF that I can use across media, partnerships, and internal planning.

That document typically includes:

• A short, updated media bio
• Key talking points for the book
• Links to high-resolution assets like the cover and author photos

Having this ready makes it easier to respond quickly to opportunities and keeps messaging consistent.

The book gets integrated into my email ecosystem

Email is one of the most effective ways I promote my books. But don’t just send one announcement email and move on.

Instead, I:

• Add the book into my welcome email sequences
• Include it in course-related emails where it makes sense
• Create dedicated emails that highlight specific aspects of the book

This allows the book to be introduced to new people over time, not just the audience that was present on launch day.

I use my podcast as a promotion channel to market my book

My podcast, Clever Girls Know, is a natural extension of my content, so I use it intentionally.

For each book, I:

• Create a mid-roll mention that runs across episodes
• Record a dedicated episode discussing the book

This allows me to talk about the book in a more conversational and detailed way, which often resonates more than written promotion alone.

I stay consistent with social and video content

Instead of trying to do everything at once, I focus on consistency. I schedule weekly social and video content related to the book. That might include:

• Sharing key ideas
• Behind-the-scenes insights
• Quotes or excerpts
• Reminders tied to relevant topics

This keeps the book present without overwhelming my audience.

I reach out to my network and press contacts

I also take a direct approach to outreach. That includes reaching out to:

• Press contacts such as journalists and producers
• Workshop and event partners
• My business network
• My personal network

Sometimes I share a digital link. Other times I offer printed copies. Not every outreach leads to an opportunity, but consistent outreach increases visibility over time.

I align with my publisher and PR team

Even though I have my own strategy, I still coordinate closely with my publisher and PR team.

We align on:

• Launch timelines
• Media outreach
• Key messaging
• Distribution of copies

That alignment helps ensure that efforts are complementary rather than duplicated.

I create content and moments around the book

For each launch, I create moments that bring attention to the book.

That has included:

• Taking photos with physical copies for promotional use
• Hosting a dedicated YouTube Live session to talk about the book
• Running weekly giveaways during the launch period

These moments create opportunities for engagement and allow the audience to interact with the book in different ways.

I ask for reviews from my audience

One of the most important things I do is ask my audience to leave reviews. I send a dedicated email requesting reviews and explaining how much they help with visibility and credibility.

Reviews influence how books are discovered, so this step is something I take seriously with every release.

What I’ve learned about marketing and promoting my books

Over time, I’ve realized that marketing a book isn’t about a single push. It’s about integration.

The book becomes part of your:

• Content
• Conversations
• Email strategy
• Media presence
• Long-term positioning

That’s what allows it to continue working for you well beyond the initial release.

If you’re thinking about writing a book, it’s worth considering how you’ll promote it just as much as how you’ll write it.

P.S. I share more about how I approach the writing side in What My First Draft Actually Looks Like (And What The Process Has Taught Me).