The Complete Guide to Marketing Your Book

Based on Before the Bestseller by Alex Strathdee

Introduction

Here’s the hard truth: writing the book is only half the battle.
The other half? Getting it into the hands of readers who actually care.

Most authors I meet spend months or years pouring themselves into their manuscript, only to throw it on Amazon and hope the algorithm will magically deliver sales. It won’t.

If you want your book to succeed, you need a plan. Not a spray-and-pray marketing blitz, but a focused system that connects your story with the people who need it most. That’s exactly what ShelfLife built Before the Bestseller to do.

This guide to marketing your book condenses the key strategies from the book into practical steps you can take right now. Whether your book is about to launch or has been sitting on Amazon for years, these principles will help you find your audience, craft a message that resonates, and build a marketing engine that lasts.

Defining Your Target Reader

One of the biggest mistakes I see authors make, and we’ve worked with hundreds, is thinking their book is for “everyone.”

If you’re writing a cookbook, sure, technically everyone eats food. But not everyone wants your cookbook. For example, I worked on the launch of Robert Downey Jr.’s New York Times bestselling cookbook Cool Food, which featured recipes like “Crispy Jellyfish.” Be honest, does that sound like something you (or ten of your friends) would rush to make? Probably not. And that’s the point. The same goes for any genre: your success hinges on finding the specific slice of people who will not just buy your book, but tell their friends about it.

In Before the Bestseller, we call this creating your Reader Avatar. This is not a vague “my reader is a woman in her 30s who likes books.” This is a living, breathing character with:

Demographics (age, income, location, career stage)
Psychographics (values, beliefs, goals, fears)
Hobbies and habits (what they read, watch, listen to, follow online)
Buying triggers (the moment in life when your book becomes a must-have)

Why does this matter? Because when you know exactly who you’re speaking to, your marketing stops feeling like a megaphone in a crowded room and starts feeling like a private conversation. And people lean in when it feels personal.

Author Action Step:
Write a one-paragraph bio of your reader as if you were introducing them to a friend. Name them, give them a job, tell me where they shop for groceries, what struggles and triumphs they bring home to the dinner table. The more specific you get, the easier your marketing decisions will be.

Remember: your goal is not to sell to everyone. It’s to matter to the right someone.

Crafting Your Core Message

Once you know who you’re talking to, you need to figure out what to say.

And here’s the part most authors get wrong: your core message is not just “what your book is about.” It’s why someone should care.

Your book could be a 400-page epic fantasy or a 150-page guide to public speaking. Either way, your reader is asking the same question: What’s in this for me?

In Before the Bestseller, I walk you through building a Key Messaging Kit that includes:

Positioning Statement – A single, clear sentence that tells people exactly what your book delivers and for whom.
Three Core Talking Points – Bite-sized, memorable reasons your book matters. These become your go-to answers for interviews, social posts, podcast pitches, and more.

Here’s the filter I use: if you can’t tell me in one sentence why your book is a no-brainer for your ideal reader, you don’t have a message yet.

Example:

Bad: “It’s a book about leadership.”
Good: “It’s a book for first-time managers who want to stop feeling like impostors and start leading with confidence — in just 90 days.”

Author Action Step:
Write your positioning statement using this formula:
[Book Title] is for [specific reader] who wants to [biggest transformation] without [biggest pain or frustration].

When you get this right, every piece of marketing becomes easier because you’re not scrambling for what to say since you already know the sentence that opens the door.

Building Your Author Brand

Your book is not the only thing readers are buying into. They’re buying you.

Think about it: if readers connect with your voice, your story, or even just your vibe online, they’ll stick with you far beyond a single book. That’s what an author brand really is: the bridge between the words on the page and the relationship with your reader.

In Before the Bestseller, I outline a few simple but powerful pillars of brand-building:

Consistency — Your author photo shouldn’t look like you’re testifying in court on one site and like you’re at a beach party on another. Consistency in visuals and tone across Amazon, Goodreads, social media, and your website makes you memorable.
Voice — Your brand voice is just as important as your cover design. Are you inspirational? Witty? Academic? Grounded? Your reader should feel that voice in everything from your tweets to your book description.
Home Base — Every author should have at least a simple website or landing page. Think of it as your “hub,” where everything — your bio, your books, your newsletter signup — connects.

The truth is, you don’t need to be everywhere. You need to be in the one or two places where your readers actually hang out.

Author Action Step:
Do a quick “brand audit.” Open a new browser window and Google yourself. What comes up? Would your ideal reader instantly see you as credible and approachable? If not, jot down 2–3 things you can clean up or unify this week.

Your author brand is the long game. It’s not about one launch; it’s about making sure every launch after this one gets easier because readers already know, like, and trust you. Here’s a shining example of one of our authors who gets it right, New York Times bestselling author Marshall Karp.

Choosing the Right Marketing Channels

Here’s the trap: thinking you have to be on every platform, running every type of campaign, all at once. That’s a fast track to burnout. What’s worse, it dilutes your results.

The secret? Go where your readers already are.

In Before the Bestseller, I break down how different genres and audiences align with different channels. A few examples:

Business & Nonfiction → LinkedIn, podcasts, speaking gigs
Romance & Genre Fiction → BookTok, Bookstagram, niche Facebook groups
Children’s Books → Parent bloggers, local schools, librarians
Self-Help & Wellness → Podcasts, YouTube channels, coaching partnerships

When you pick the right 2–3 channels, you’re not just spreading your message, you’re putting it right under the noses of people who are already primed to care.

Author Action Step:
Write down your reader avatar from Section 1. Now ask: where do they hang out online? Where do they go for recommendations? Pick 2–3 channels and commit to showing up there consistently for the next 90 days. Ignore the rest.

Remember: the goal isn’t to do more. It’s to do the right things more often.

Creating Your Book Launch or Relaunch Timeline

Whether your book is brand new or it’s been collecting digital dust for years, the truth is the same: launches don’t happen in a week. They’re built brick by brick.

In Before the Bestseller, I show authors how to think in phases rather than “big release days.” Here’s the structure that works:

Phase 1: Pre-Launch (or Pre-Promo if already published)
This is your “hype-building” period. You’re not asking people to buy yet. You’re showing up with value, teasing the book, sharing behind-the-scenes, and inviting readers to join your email list or advance team.

Phase 2: Launch Week
This is the sprint. Every channel you’ve chosen (from Section 4) points to one call-to-action: go get the book now. You rally friends, readers, influencers, and partners to push together for maximum visibility.

Phase 3: Post-Launch Momentum
Here’s where most authors disappear, but in reality, this is actually the most important phase. Keep running small experiments: ads, outreach, partnerships. Keep sharing stories from the book. And if the book’s already out? Treat this as your relaunch window. Nothing stops you from sparking fresh attention years later.

Author Action Step:
Open a calendar and block three boxes: Pre-Launch (4–8 weeks), Launch Week, Post-Launch (90 days). Write one activity under each box you can commit to this month. Example: “Pre-Launch = line up 5 podcast interviews.”

Remember: launches aren’t one-time events. They’re cycles you can repeat anytime you want to breathe new life into your book.

Building Relationships & Partnerships

Marketing isn’t just about ads or posts, it’s about reach and retention. Your book will go further if the right people carry it into rooms you can’t reach yourself.

In Before the Bestseller, I call this finding your Author Twin: the person who already has the audience you want, and whose readers are likely to enjoy your book too.

Here are three ways to build relationships that matter:

Author Twins — Reach out to authors with similar audiences. Cross-promote in newsletters, bundle books, or guest on each other’s podcasts.
Influencers & Communities — Instead of chasing mega-celebrities, focus on micro-influencers (500–5,000 followers) in your niche. They often have higher trust and engagement.
Partnerships — Think beyond book people. A financial planner might recommend a personal finance book. A yoga studio might stock a wellness guide. Who serves the same reader you want to reach?

The magic happens when your book becomes part of conversations already happening in trusted circles.

Author Action Step:
Write down 3 “Author Twins” (other writers whose readers would love your book) and 3 non-author partners (businesses, communities, or influencers) who could naturally share your work. Reach out to one of them this week.

The biggest myth is that you have to do everything alone. In reality, your book grows faster when it’s carried by networks that already exist.

Gathering Reviews & Social Proof

Here’s the unspoken truth of book marketing: people don’t buy books, they buy what other people say about books.

Reviews are the single most powerful form of social proof you can get. They don’t just convince readers; they also feed the algorithms on Amazon, Goodreads, and other platforms that decide whether your book gets shown to more people.

In Before the Bestseller, I break reviews down into three key categories:

Launch Reviews — Early reviews from your launch team or ARC (Advance Reader Copy) readers. These prime the pump so new buyers don’t feel like they’re the first ones taking a chance.
Ongoing Reviews — A steady trickle of reviews after launch is more valuable than a big spike that disappears. Algorithms like consistency.
Influencer & Media Mentions — Not all reviews are on Amazon. Endorsements from bloggers, Bookstagrammers, podcasters, or even a quote in a local newspaper all count as credibility.

Author Action Step:
Make a list of 15 people who could read your book and leave an honest review. Send them a personalized message this week. Keep it simple: “Your feedback means a lot, and a quick Amazon review would really help other readers find this book.”

Think of reviews as oxygen for your book’s visibility. Without them, even the best marketing campaigns eventually suffocate.

Tracking Your Results & Optimizing

Marketing without measurement is just guessing.

If you’re going to spend time and money promoting your book, you need to know what’s working and what’s not. That way you can double down on the things that actually move the needle.

In Before the Bestseller, I encourage authors to track a handful of core metrics:

Sales & Royalties — The obvious one, but don’t stop here.
Reviews & Ratings — Are they growing steadily? What themes keep showing up in the feedback?
Traffic & Clicks — If you’re running ads or posting links, are people clicking through?
Conversions — Of the people who land on your Amazon page or website, how many actually buy?

You don’t need to build a Wall Street–level dashboard. A simple spreadsheet or even a weekly note in your journal will keep you accountable.

Author Action Step:
Pick one metric to track for the next 30 days. Example: “Number of reviews.” Every Friday, jot down the total and what you did that week to move it forward.

The key is iteration. Marketing isn’t about doing everything perfectly the first time. It’s about testing, learning, and improving each cycle.

The Long Game: Sustaining Sales After Launch

Here’s a mindset shift: your book doesn’t have an expiration date.

Too many authors treat launch week like the only shot they’ll ever have. The reality? Books can sell for years, even decades, if you keep them alive with fresh marketing energy.

In Before the Bestseller, I teach the concept of the Relaunch Loop. Every few months, you can spark new attention by:

Repositioning your book for a seasonal hook (e.g., “best summer reads,” “perfect holiday gifts”).
Creating a new bundle or bonus (pair your book with another resource, workbook, or event).
Pitching podcasts, blogs, or speaking opportunities you didn’t pursue the first time.
Running a limited-time discount or promotion to re-engage readers.

Your goal isn’t just to sell copies. It’s to build a body of work and a brand that compounds over time. One successful book sets the stage for the next one.

Author Action Step:
Open your calendar and pick one future date, three months from now. Mark it “Book Relaunch Week.” Commit to running at least one campaign that reintroduces your book to new readers.

The authors who win aren’t the ones with the flashiest launches. They’re the ones who keep showing up long after launch week is over.

Conclusion: Your Bestseller Journey Starts Before the Sale

If there’s one thing I want you to take away, it’s this: books don’t sell themselves.

Yes, writing a great book matters. But what separates the titles that quietly sink from the ones that spread is the system behind them. The authors who succeed aren’t the ones who shout the loudest, they’re the ones who know exactly who they’re talking to, how to deliver a message that sticks, and where to focus their energy.

You don’t need a massive budget, a publisher’s backing, or even thousands of followers. What you need is a plan. And now, you have the blueprint.

From defining your reader avatar to building an author brand, choosing the right channels, structuring your launch (or relaunch), and keeping sales alive for the long game, these steps give you a roadmap you can return to again and again.

But this is just the beginning.

The full playbook lives in Before the Bestseller, a resource we wrote to help authors like you cut through the noise, skip the wasted time and money, and focus on what actually works.

Next Step:
Ready to put this into action? Head to our site and chat with BookMark, our book marketing robot, to start mapping out your plan. And while you’re there, sign up for our newsletter — every week we send authors fresh tips, tools, and strategies to help you market smarter, not harder.

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