So you’ve written a book. That’s no small thing. Whether it took years or months, whether it came easily or fought every step of the way, completing a manuscript is a genuine achievement. But there is a question many authors don’t spend enough time on early enough:

How are you planning to market it?
Not the publisher. You. The author.

One of the most common misconceptions among authors — across fiction and non-fiction, debut and experienced — is the belief that once a publisher is involved, marketing becomes someone else’s responsibility. That hasn’t been the reality of publishing for a long time.

Publishers absolutely invest in books. They commit editorial time, production resources, sales representation, distribution, and marketing support. But they also invest selectively. Part of that decision-making process involves assessing the author.

What publishers are really looking at
Before a contract is signed, publishers are already thinking ahead. They are considering:

• How visible is this author?
• How connected are they to readers and the industry?
• Will they actively support the book once it is published?
• Are they building something longer term, or is this a one-off project?

This does not mean authors need to be well known or have large followings. What it does mean is that publishers are looking for intent, professionalism, and a willingness to participate in the life of the book. These are the same questions that underpin effective author coaching and marketing planning.

The questions authors should be able to answer:

• Who already knows you — and who could come to know you? This extends beyond friends and family. Readers, writers, librarians, booksellers, educators, book clubs and festival audiences all matter. Publishers are interested in where an author already has visibility and where it could realistically be developed.
• How will you connect with potential readers and the publishing industry? Connection might be online, in person, or both. Events, talks, festivals, school visits, writing communities and professional networks all play a role. Visibility is built through participation, not by accident.
• What does your platform look like right now — and how will you build it? “Platform” is publishing shorthand and often misunderstood. It is not about scale at the beginning. It is about presence and direction. A simple website, active social media accounts that make sense for the author, and plans for a mailing list all indicate readiness and intent.
• How will people engage with you over time? This is not about follower numbers or reach at this stage. Publishers are looking for consistency, willingness, and an understanding that engagement develops gradually through showing up and contributing.
• Are you ready to support the book once it is published? That includes interviews, events, promotion and ongoing visibility. Marketing does not end at publication — it's only realling getting started! 

Being taken seriously in the Australian context
In Australia, one practical indicator of professional engagement is membership of the Australian Society of Authors. Membership signals commitment to the craft and the industry, as well as access to professional support, advice and advocacy.

Publishers also notice whether authors are connected to other writing organisations, centres, festivals and communities.  Writers support writers, and the Australian writing community plays a significant role in word of mouth, events and long-term visibility.

Preparation, not pressure
None of this is about instant success or becoming a bestseller in a chosen genre. It is about preparation, realism and professionalism.

Publishers want to work with authors who understand that publishing is collaborative and that a book’s success is built through visibility, engagement and sustained effort over time. Authors who understand this early are better placed to navigate traditional, hybrid and independent publishing pathways.

Author coaching and marketing support

RM Marketing Services specialises in outsourced sales, marketing and publicity services for publishers and book distributors. Through this work, we engage with authors every day across a wide range of publishing programs and markets.

Authors can also draw directly on the experience and knowledge of Director Rachael McDiarmid, who brings more than 35 years of senior industry experience across trade, academic and professional publishing. Rachael offers author coaching in book marketing and sales, grounded in real-world publishing practice.

Marketing plays a central role in the success of any book. Understanding how book marketing works — and how publishers approach it — allows authors to actively support their books and make informed decisions about promotion. Done well, marketing not only helps a single title reach readers; it builds visibility over time and strengthens an author’s profile and brand across retail, libraries, media and events.

The focus is not on turning authors into full-time book marketers. It is on helping them understand the publishing landscape, take an active role in marketing their books, and make informed decisions about promotion at each stage of the publishing process.

Our author consultations mirror the questions publishers ask and translate them into practical, achievable promotional plans suited to the author, the book and the Australian market. You can get in contact with us here to find out more.

At the end of the day the bottom line is simple:

Publishers invest in books.
Authors who invest in themselves are better prepared for what comes next.

In addition to providing outsourcing solutions for publishers, distributors and others in the book industry, we also have a consulting and coaching arm. Some projects we work on are related to sales, operations, distribution and business development. Many are for organisations and publishing companies based overseas and often in partnership with larger consulting firms to the book industry.

We've recently we've been doing more and more book marketing and industry *coaching* work. Clients are asking for custom services, particularly around digital marketing and social media - for their authors. We already provide outsourced marketing services that include managing websites, digital marketing campaigns, social media and digital advertising so this is taking it directly to authors who want to create a brand, who want helpful advice and guidance on marketing that is specific to them. One size does not fit all, as we know only too well.

Most of the work we do here at RM Marketing Services is with professional, scholarly and university presses. We're more than happy to extend these services to publishers of all sizes who have authors who are uncomfortable with the online world, don't understand social media, and who need some hand-holding and one-on-one coaching with digital and social media marketing.

As an added bonus, this is a flexible service which can be done out of "normal" business hours. We offer a discounted hourly rate for publishers with regular bookings as part of their author care approach. Indie authors are also welcome and we're happy to do a workshop with a small press or writing group.

There are plenty of books and websites available on how to market books and how to maximise social media and digital marketing efforts but the authors we work with, particularly those working in corporate, professional and university markets, don't have the time to read them all. They are looking for tips and tricks and how to raise their profile in the channels in which they work - and more importantly, a social media and marketing strategy that works for them.

Publishers! Get in contact with us to see how we can support the work you do with your authors. Another string to your author care bow.

#yourewelcome