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.

As the end of the year rolls around, a lot of authors start thinking about their 2026 goals. One of the most common things I hear is:

"I need to get on social media—or get back on it—but I have no idea where to start."

If that’s you, you're not alone. Whether your last post was three months ago or you’ve never posted at all, it is possible to show up online in a way that feels manageable and real. You don’t need to go viral. You don’t need to be everywhere. You just need to be present.

This post is for authors who want to:

• Start fresh with a new online presence
• Reconnect after letting their socials go quiet
• Move beyond "Buy my book" posts
• ​Build a rhythm that supports their writing, not competes with it

Social media doesn’t need to take over your life. Let’s get you started — or restarted -- with content ideas that actually work.

What Should Authors Post That Isn’t “Buy My Book”?

Every author asks this eventually. Here’s the short version: don’t just promote—connect. Readers follow authors because they want more than just marketing. They want insight into your world, your process, your interests—even if that’s just one or two posts a week.

Below are simple, flexible ideas for fiction, non-fiction and poetry authors. Pick the ones that suit your tone and comfort level, and start there.

For Fiction Authors

You write stories. Let your social media reflect that in small, authentic ways.

Easy Photo Ideas

• Your writing desk or editing setup
• Notebooks, index cards or plot maps
• A place that inspired your setting
• ​Favourite coffee mug with a page of notes
  
  

Short Caption Ideas

• “This line changed everything in the story.”
• “This character wasn’t planned—she just appeared.”
• ​“I nearly cut this chapter. Glad I didn’t.”

Engagement Prompts

• “Do you finish books you’re not enjoying?”
• “What was the first book that truly stayed with you?”
• “Paperback or hardback—what’s your preference?” or one of our personal favourites "does the audiobook count as reading?"
• “What makes you try a new author?”
• “Do you judge a book by its cover?”
• "How many books are on your TBR pile?"

Other Content Ideas

• Share review quotes (even short ones)
• Thank a bookseller who’s stocked your book
• Repost a reader photo or comment
• ​Recommend another author’s book you’ve enjoyed

For Non-Fiction Authors

You’ve written about something that matters to you. Use your social media to keep that conversation going.

Easy Photo Ideas

• A research stack or annotated article
• Your workspace or planning wall
• A headline or stat that connects to your topic
• A book that shaped your thinking
  
  

Caption Starters

• “This stat changed how I approached Chapter 3.”
• “I couldn’t fit this in the book, but I keep thinking about it.”
• “This is the question I get asked most often…”
  
  

Engagement Prompts

• “What’s a misconception you’ve come across in this space?”
• “What’s one book that shaped how you see this topic?”
• “Who deserves more attention in this field?”
• “What’s an idea you’ve changed your mind about recently?”

Other Content Ideas

• Break the book into small insights—one idea per post
• Share recent articles, interviews or podcasts
• Reflect on a key learning moment from your research
• ​Ask your audience what they want to know more about
  
  

For Poets
Poetry lends itself beautifully to short, visual or audio posts. You don’t need to explain it—just share it.

Visual Ideas

• A handwritten or typed poem
• A short stanza paired with a still image
• Your writing notebook, open to a half-finished line

Audio and Video Ideas

• Record a 20-second reading of one of your poems
• Share a clip from a recent event or reading
• Post a Story with your voice reading over a background image

Engagement Prompts

• “Do you read poems aloud or in your head?”
• “What’s a poem you’ve never forgotten?”
• "If you could invite any poet over for dinner, who would it be and why?"
• "Do you have a favourite word and why?"
• ​“What’s a moment from your life that felt like a poem?”

Other Content Ideas

• Recommend a poetry collection or fellow poet
• Reflect on the inspiration for a specific piece
• Talk briefly about rhythm, revision or voice
  
  

Not Posting Daily? That’s Fine! Start with once a week. Two if you can manage it. You don’t need to post constantly—just consistently. Keep it real, keep it simple, and remember that your feed is an extension of your writing life, not a replacement for it.

Catch Up On What You’ve Missed! If you’ve been away from your account for a while, spend some time checking:

• Goodreads, TikTok, Instagram or X for reviews and mentions 
• Reader tags or bookstore posts
• Hashtags like #bookstagram or #[YourBookTitle] or #[YourName]

Repost these with thanks. A kind review, a bookseller shelfie or a librarian’s pick is always worth revisiting. It keeps you in the conversation and shows your appreciation.

How Do I Actually Do This?
If this feels a bit overwhelming, start here.

Canva is an easy-to-use tool that lets you create visuals like quote cards, event promos, or “coming soon” posts. The paid version allows you to schedule directly to social platforms, saving time and effort.

You can also use:

• Meta Business Suite for Facebook and Instagram
• LinkedIn’s native scheduler
• X’s scheduler (if you’re still posting there!)

Not sure how to create a post, add a caption or schedule content? Just Google your question. YouTube is full of short, helpful tutorials. Once you’ve done it once or twice, it gets easier. You don’t need to be a tech expert—just open to trying.

Don’t Be Afraid to Use AI for Content Ideas
If you're feeling stuck on what to post or how to word something, try using a tool like ChatGPT or Microsoft Copilot to help you get started. You can use these tools to:

• Generate social media post ideas
• Draft caption options
• Brainstorm reader questions or engagement prompts
• Rework a review quote into a post
• Break down your book into shareable themes

Start simply by giving the AI a few key details—your name, the title of your book, your genre or topic, and who your readers are. Then ask it to suggest 5 to 10 content ideas, or draft a sample post in your tone. You can always tweak the results, but it’s a great way to build momentum.

Final Thought: Just Show Up! 
You don’t need to have the perfect post, the best lighting, or the most polished feed. You just need to start.

A little consistency and a little personality go a long way.
​

One of my long-time publisher clients — who is also a prolific author — is travelling to Sydney to deliver a keynote at a major event. She asked if I’d be willing to help sell her books before and after her talk. Of course I said yes, and immediately thought of my "conference box" — a sturdy plastic tub that came with me to every event.

Back in the day, that box lived in my office, ready to go at a moment’s notice. It had everything I needed to set up a professional bookstall: Square reader, a float in a secure cash box, printed price list, catalogues, flyers, bookstands, stationery, and of course — the books! It became such a reliable presence that colleagues at events would say, “Ask Rachael — she’ll have it,” whether they needed blutak, scissors, paperclips, a spare pen, or even felt dots to stop a backdrop marking a venue wall.

That conversation reminded me how important it is to be fully prepared for direct selling — especially for indie authors or small presses doing it for the first time. This post is for you: a hands-on guide to help you sell your book with confidence, manage payments smoothly, create a standout display, and connect meaningfully with the people who stop by your table.

Why Sell Your Book in Person? 
​Selling directly isn’t just about making a few sales. It’s about building visibility, starting conversations, and understanding who your readers are and what draws them to your work. When someone meets you at a stall, hears you speak, or chats with you at a community event, that connection is powerful.
​
By showing up in person and having your book on hand, you’re:

• Creating memorable, personal moments with readers
• Building your brand through interaction
• Capturing immediate interest with no barriers to purchase
• Collecting emails for future marketing
• Earning more per sale by skipping retailer margins

Accepting Payments with Square
If you’re new to direct sales, I highly recommend the Square Reader. It’s a compact device that connects to your phone or tablet via Bluetooth, allowing you to take credit and debit card payments quickly and professionally. Once your product listings and prices are set up in the Square app, you’re ready to sell. Square can process most internationally issued cards via tap, chip, or swipe — and it handles contactless cards and mobile payments easily. 

For remote payments, Square’s Virtual Terminal allows you to manually enter card details through a web browser, but this feature only works with Australian cards when used in Australia. So, if you’re selling to international customers from overseas via the Virtual Terminal, that’s where the limitation comes in.

A few tips to keep things running smoothly when you are direct selling:

• Ensure your Square Reader is fully charged and your phone has enough battery for the event
• ​Decide whether to build the processing fee into your book price or add it on (generally I absorb it for direct selling at events)
• Customise your receipts in the app to include a thank-you message or your website
• Test your setup before event day so you're not fumbling in front of customers
• Check the situation regarding Wifi at your venue

Many readers appreciate receiving a digital receipt, and I often get follow-up messages or positive feedback just from that small touch.

What to Pack in Your Direct Selling Box

Creating a well-stocked direct selling box means you’ll always be ready to sell at a moment’s notice — whether you're heading to a market, talk, expo, or launch. Mine was a simple plastic tub that fitted nicely onto my trolley, but it still held everything I needed to look professional, feel prepared, and stay organised.

Book and product essentials

• Books — Bring more copies than you think you’ll need. If you're speaking, demand usually spikes afterwards. You can always put books under the table or leave a box or two in the car. 
• ​Price list — If you have a lot of different books, print up a price list so people can see at a glance how much your books are. Consider having one to display, and another for your own reference (especially if you’re doing multi-book bundles).
• Bookplates — Pre-signed adhesive labels make personalisation easy if you’re in a rush or posting books later
• ​​Good pen for signings — Choose a reliable, quick-drying pen that won’t smudge on glossy stock. And make sure there's plenty of ink in it. Take a few!

Payments and admin

• Square Reader (and charger) — Your go-to for accepting card payments on the spot.
• Mobile device and charger — Essential for running the Square app, QR codes, and capturing sign-ups.
• Portable battery pack (power bank) — A lifesaver at all-day or outdoor events where power points are limited or unavailable.
• Cash float in a secure box — Still useful for regional events or older audiences who prefer cash.
• Clipboard with sign-up sheet — A practical way to collect names for your mailing list for those that aren't good with technology options
• Printed QR code — Link to your newsletter sign-up, website, or bonus content.
• Business cards — Depending on the nature of the event - professional networking vs sales to a general fiction reader, you may want to take business cards. Make sure they include your email, website, and social handles.
• Printed checklist — Tape it inside your box lid so you can do a final check before every event.

Marketing and promotional tools

• Bookmarks, postcards, flyers, or catalogues — Great for browsers who aren’t quite ready to buy.
• Pull-up banner or A3 poster — Adds height and context, especially useful if your title isn’t well known.
• Lightweight table signage — Small signs with messaging like “Signed copies available” can draw people in.
• Order forms or invoice sheets — Handy for bulk purchases, follow-up sales, or library interest.
• Branded packing materials — A professional touch. Include paper bags, tissue, or branded stickers if you're going all out. You can buy simple small bags affordably and you can trawl through the aisles at your local Officeworks for some fun ideas on how to build your brand and make an impression.

Display and setup

• Bookstands or easels — Try to display books upright. Visibility matters. Look at how booksellers create eyecatching displays and follow their leads.
• Tablecloth — A clean, neutral tablecloth instantly makes your setup look polished. It also covers a table so you can store items below without people seeing them.
• Trolley or foldable crate on wheels — Makes transporting everything far easier — especially if parking is a distance away.

Stationary, extras and comfort items

• Stationery kit — Include scissors, blutak, sticky tape, bulldog clips, paperclips, pens, sticky notes, and a notepad.
• Felt dots — Stick these to signs or displays to protect venue walls.
• Wet wipes or microfibre cloth — For wiping down dusty table surfaces or book covers after transport.
• Tissues, hand sanitiser, water, and a snack — Essentials for long events. A muesli bar might save your day.
• Name badge or lanyard — Helps attendees know who you are and invites engagement.
• Tape Gun - for reboxing after the event. If you like to be organised, have replacement sticky tape roll for your dispenser in the box as well.
• Boxcutter - keep handy when opening boxes - be careful not to cut through the books if you've packed them all the way to the top! Many of us marketers learned that early in our careers!

Have some fun with the above! Also use sites like Redbubble to create some fun point of sale material or as a giveaway. If you find yourself at a large event, think about something people can collect that promotes your book and makes it memorable long after the event has finished up.

Presentation Matters
You don’t need a flashy setup, but your table should look welcoming, tidy, and easy to browse. Books should stand up, not lie flat. Use boxes or risers to add height. Pricing should be clear. If you’ve had a great review or endorsement, consider framing a pull quote to add interest.

Even if someone isn’t ready to buy, offer a takeaway flyer or bookmark. That simple exchange might lead to a sale later or a new newsletter subscriber.

Creating Real Reader Connections
The real power of direct selling is in the connection. You don’t need to be pushy — just present. A warm greeting, a quick explanation of what your book is about, or a moment of shared enthusiasm can spark interest. Some people will linger and chat. Others will circle back later. Be approachable, not scripted.

Invite people to join your mailing list or follow you on social media. Be open to personalising their copy. Ask what brought them to the event. These moments are what make a reader remember you — and they often lead to meaningful word-of-mouth sales.

If you're speaking at the event, tell people where they can find you afterwards. Many of your best customers will approach you post-talk, when the topic is fresh in their minds and they feel personally connected.

Quick Tip for Industry Events
If you're at a networking or industry-focused event rather than a traditional sales opportunity, bring a notebook (or use your phone’s notes app) to jot down action points, connections, or marketing ideas. Whether it's follow-up names, sales leads, or a reminder to try a new setup idea — write it down while it's fresh. The best insights often come when you least expect them.

Final Thoughts
When someone asks, “Can I buy your book?”, you want to be able to say “Absolutely.” Having your own version of the conference box means you’re not only prepared — you’re professional, calm, and ready to connect.

In-person selling isn’t just about moving books. It’s about visibility, building trust, and turning browsers into buyers and readers into advocates. With a little preparation and the right tools, you can make the most of every opportunity that comes your way.
​
If the above post has been helpful, feel free to comment and share your thoughts.

If you’ve tried to get your book into distribution—whether through a trade distributor, library supplier, or aggregator—you’ll know this question by heart:

“What publicity do you have planned?”

It’s a question that, frankly, drives many publishers and authors to distraction.

Yes, publicity is important. But it’s also one of the most unpredictable and least controllable aspects of any marketing plan. Even well-funded, carefully crafted campaigns can be knocked sideways when news cycles shift, review editors are overwhelmed, or your topic simply isn’t in the spotlight. Meanwhile, the success of a book depends on much more than whether you can secure a handful of media mentions.

Why This Narrow Focus on Publicity Falls Short
Here’s why this question is becoming outdated:

• Publicity is just one part of the equation. A complete marketing plan also includes advertising, social media, events, partnerships, retailer engagement, special sales, and more. When distributors only ask about media coverage, they ignore the many ways books actually find their readers.
• Most books don’t get widespread traditional media coverage. Thousands of new titles are released every month in Australia alone. Only a fraction will be reviewed in major outlets. A fixation on mainstream reviews overlooks the reality of a crowded market.
• Publicity doesn’t guarantee sales. Even glowing coverage sometimes fails to translate into purchases—especially without clear calls to action, retailer support, or a strong online presence.
• Other factors often matter more. Distributors often don’t ask about the author’s network, any niche audiences, or whether the publisher has a strategy for special sales—yet these can drive much of a book’s success.

Start With a Clear, Holistic Plan

Before you even think about pitching distributors, it’s worth stepping back and thinking carefully about all the factors that drive demand.

One of the most effective ways to do this is by answering practical questions about your book, your readers, and your goals. For example:

• Who exactly is this book for? What groups, professions, or communities will care?
• Are there special sales opportunities—bulk orders, associations, conferences, or corporate gifts?
• Do you have an author platform—social media, newsletter, website—that can support discovery?
• What comparable titles have sold well, and how are you positioned against them?
• What marketing activities beyond publicity will you use to generate awareness?
• What formats are you offering, and what sales channels will you pursue?
  
  

This process isn’t just about marketing—it’s about clarity. The more you know about where your sales are likely to come from, the more realistic and effective your plan will be.

Before you start imagining bestseller lists, spend some time understanding the actual sales data for your genre. Knowing what’s realistic helps you set achievable goals and focus your energy on strategies with the highest chance of success.

Why Sales Strategy Deserves as Much Attention as Publicity
One reason this publicity question can be so frustrating is that it implies media mentions alone drive success. In reality, many books don’t primarily sell through retail bookshops or thanks to reviews.

Books are also sold:

• Direct from the author’s website  
• As incentives, gifts, or in bulk to organisations
• At conferences, events, or professional gatherings
• Through speaking engagements and workshops
• To libraries and institutional buyers (although preference for them is to buy from a distributor)
• To specialist audiences that traditional media rarely reaches

If your distributor only wants to hear about newspaper coverage but isn’t interested in how you’ll reach niche buyers or drive direct sales, they’re missing a huge part of the picture. 

It’s also worth remembering: most books—especially in Australia’s relatively small market—sell in modest quantities. Even with a fantastic marketing plan, success takes time, patience, and consistent effort.

What You Can Control (And What You Can’t)
One reason it helps to think beyond publicity is that media coverage is inherently unpredictable. No matter how strong your pitch, you can’t guarantee an editor will pick up your story.

But you can control:

• How you position your book in the market
• The quality of your metadata and online listings
• Your pricing, formats, and availability
• Your advertising and social media strategy
• The relationships you build with communities and organisations
• Your direct sales and email marketing efforts

Publicity is wonderful when it comes—but it’s just one part of the mix.

A Final Thought
Distributors asking about publicity isn’t going away anytime soon. But by broadening the conversation—and coming prepared with a well-rounded marketing and sales strategy—you’ll be in a much stronger position to show your book’s potential.

Publishing is a demanding business, and the landscape is only getting more crowded. But if you approach it with clear-eyed realism, creativity, and persistence, you’re far better placed to make your work stand out. 

​Focus on what you can influence, stay realistic about the challenges, and remember: a professional approach and a multi-layered strategy will always take you further than relying on luck and a newspaper clipping.

Publicity — not to be confused with advertising or marketing — is about earned media. It’s the process of securing attention through news coverage, interviews, reviews, profiles, and event appearances. For traditionally published authors, a publicist often takes care of this. For indie authors, publicity is frequently a DIY effort — but that doesn’t mean it’s out of reach.

Start with Strategy — Not a Scattergun Approach
One of the most common mistakes I see is authors jumping straight into action: “I sent my book to 50 outlets but didn’t get any replies!” The problem is rarely the book — it’s usually the lack of targeting.

Before you even think about sending a media release or pitching an interview, pause and consider:

• Who is the audience for your book?
• What media does that audience consume?
• What topics or trends might make your book timely or relevant?

Build a shortlist of media outlets that genuinely reach the audience you want. It’s better to send ten well-researched, relevant pitches than a hundred generic ones.

Know What Journalists and Producers Actually Want

Media professionals are busy and under pressure to find content quickly. Your pitch — in the form of a media release attached to an email — needs to be easy to understand, timely, and relevant.

They don’t have time to read the full book. So you need to distil the story down to its strongest, most compelling element. Ask yourself: if this book were a news segment or feature article, what would the headline be? Why would this author’s perspective interest their readers or viewers right now?

Think beyond the book itself. Sometimes the author’s personal story, research journey, or area of expertise is the hook.

Write a Professional Media Release

A media release is a summary of the book’s newsworthiness. It’s not a sales blurb or back cover copy. It should clearly explain what the book is about, who the author is, why it matters, and how to get in contact. 

Include:
​

• A sharp, informative headline
• One to two paragraphs outlining the key themes or story
• Author background (and why they’re relevant to the subject)
• Key publication details (release date, ISBN, availability)
• A short quote (from the author or an endorser)
• Contact information and a link to the book’s webpage or press kit
• And yes — spelling, grammar, and formatting count. This is a professional pitch, not a casual message.

Don’t Forget the Extract

When pitching media, always have a short extract or sample available. This could be the first chapter or a key passage that captures the tone and themes. It’s a useful attachment for reviewers and a way for journalists to get a quick feel for the book without committing to a full read.

Lead Times Matter

One of the most important aspects of publicity that often catches indie authors off guard is lead time. Most media outlets work well in advance, especially for print and high-profile placements. Glossy magazines and special interest journals can require three to four months’ notice, while major newspapers and national broadcast programs often need two to three months. Even radio segments — particularly those covering books — usually require at least a month’s lead time to secure a spot.

The same goes for high-profile podcasts, especially those featuring bestselling authors or working closely with major publishers. Literary festivals, library events, and in-conversation appearances also require early planning, with some programming as far as six to twelve months ahead.

To manage this effectively, your publicity campaign should be staggered. Start early with long-lead media and event pitches, then shift focus to shorter-lead opportunities (such as online media, newsletters, and social content) closer to the publication date. If you leave everything until launch week, you’ll likely miss key windows of opportunity.

That said, if your book is especially newsworthy — or if you tap into a fast-moving media moment — timelines can shift rapidly. In some cases, you might become the story!

Build a Media List You Can Actually Use

Many indie authors don’t have access to the media databases that large publishers do — and that’s fine. You can still develop your own list by:

• Looking at who covers books similar to yours
• Reviewing author acknowledgements or media mentions
• Using free resources from your State Library or Writers’ Centre
• Following journalists and producers on social media
• Noting names of editors or segment producers in articles and programs — ABC Listen is brilliant at doing this and you can check online what the email configuration is to target your producer directly. 

Google is your best friend, and so are the newspaper and magazine platforms you can access through your local library. Start small. Aim for 20–30 relevant contacts across different platforms — local media, podcasts, newsletters, specialist blogs, community radio, or online magazines.

AI tools like ChatGPT are your second best friend. Learn how to use these platforms to draw out talking points and format your email approach so it is refined and targeted.

Online Publicity Is Still Publicity

It’s not just newspapers and radio interviews that count. Reviews on respected book blogs, guest articles, podcast interviews, and reels can have significant impact — especially if your target audience lives online.

When researching opportunities, consider:

• Bookstagrammers/TikTokers and reviewers in your genre
• Podcasts with niche but loyal audiences
• Literary newsletters and email-based publications
• Online communities aligned with your topic or theme

Make sure you've read their submission or pitch guidelines. Respect their time, and personalise your outreach where possible.

Events, Panels and In-Conversations

As mentioned earlier, events are another valuable form of publicity that shouldn’t be overlooked. Indie authors can (and should) look for opportunities to speak at libraries, literary festivals, bookshops, online webinars, and community events.

The key is to make the event about more than just your book. Link it to a broader conversation — a topic, a question, or a lived experience — and pitch it accordingly. Make it relevant to the venue’s audience, not just your own.

Be Prepared to Follow Up — But Don’t Pester

Sending one email and waiting for the phone to ring isn’t a strategy. In fact, most outreach happens via email these days — phone calls are typically reserved for urgent matters or high-profile media opportunities. Most pitches require a follow-up — especially closer to publication date. Keep it professional and brief. If there’s still no response, move on.

Avoid burning bridges with constant follow-ups or pushing for feedback. Not every pitch will land, and that’s normal.

Remember: Publicity Is a Long Game

Publicity doesn’t end at publication day. In fact, some of the most meaningful media coverage — particularly for nonfiction, memoir, and issue-based books — can take place months after release. It’s important to think beyond the launch window and keep your materials updated and accessible.

Consider seasonal opportunities, tie-ins with news events, and anniversary angles. If a topic resurfaces in the news, your book might suddenly be relevant again. Some journalists will revisit earlier pitches when looking for sources or feature material down the line. That’s why it pays to stay visible, responsive, and open to revisiting your pitch when the time is right.

Indie authors have a tougher road when it comes to visibility, but with some strategic thinking, well-crafted assets, and a clear sense of audience, publicity success is very much within reach.

​A website acts as a central hub for your work, providing a platform to showcase your books, share updates, and connect with readers. For small presses, a well-designed website can enhance visibility and sales. Here, we’ll explore why every author should have a website, key landing pages and design tips, and how platforms like Squarespace and Shopify can help create a website quickly and affordably. We’ll also cover ways to maximise search engine optimisation to ensure your website reaches the widest audience possible.
 
A Central Hub for Your Work
 
First and foremost, a website serves as a one-stop-shop for everything related to your work. Readers, journalists, and potential collaborators can easily find information about your books, upcoming events, and media coverage. It’s your digital business card, available to anyone, anywhere, at any time. Other benefits include:

• Control Over Your Brand. With a website, you have complete control over your brand and how you present yourself to the world. Social media profiles are important, but they’re subject to changes in platform policies and algorithms. A website, however, is entirely yours. You can customise it to reflect your personality and the essence of your work.
• Improved Credibility. A professional website enhances your credibility as an author. It signals to readers and industry professionals that you’re serious about your writing career. This can be particularly important for independently published authors who are building their reputation from the ground up.
• Direct Sales and Mailing List Growth. Your website can function as a direct sales channel, allowing you to sell books and merchandise without relying solely on third-party retailers*. Additionally, it’s a prime tool for growing your mailing list, enabling you to keep in touch with your audience and inform them about new releases and events.   *we’ll look at e-commerce tips and considerations in a future post

 
Preparing Your Website
 
When setting up your website make sure you’ve got these pages at a minimum:

• Home page. Your home page is the first impression visitors will have of your site. It should be visually appealing and clearly convey who you are and what you do. Include a brief introduction, your latest news or releases, and a clear call-to-action (CTA) such as “Sign Up for My Newsletter”.
• About Page. The about page is where you tell your story. Share your background, your journey as a writer, and what inspires your work. This helps readers connect with you on a personal level. Ensure you have a photo of you that can be downloaded in high res and used for media purposes or by event organisers.
• Books Page. Create a dedicated page for your books, with each title having its own sub-page. Include book covers, synopses, purchase links, and reviews. If you have several books, consider organising them by series or genre. Ensure your covers can also be downloaded (right click) in high res and for the love of God, put the ISBN, format, page count, and price on them. You wouldn’t believe how many people don’t put basic metadata on the book pages!
• Blog. A blog is an excellent way to keep your site dynamic and engage with readers. Share writing tips, behind-the-scenes insights, book reviews, and more. Regular updates can also improve your site’s SEO.
• Contact Page. Make it easy for readers and industry professionals to reach you. Include a contact form, your email address, and links to your social media profiles.

 
Maximising Search Engine Optimisation
 
A few more things to note:

• Keywords. Research relevant keywords for your genre and incorporate them into your website content. Tools like Google Keyword Planner can help you identify high-traffic keywords.
• Quality Content. Regularly update your site with high-quality, relevant content. This could be blog posts, book excerpts, or author updates. Search engines favour sites that are frequently updated with fresh content.
• Meta Descriptions. Use meta descriptions for each page on your site. These are the snippets of text that appear under your page title in search engine results. A compelling meta description can increase click-through rates.
• Internal Linking. Link to other pages on your site within your content. This helps search engines understand the structure of your site and can improve your SEO.
• Mobile Optimisation. Ensure your site is optimised for mobile devices. Google prioritises mobile-friendly sites in its search results, so this is crucial for your SEO strategy.

 
Some Basic Design Tips

• Keep It Simple. A clean, uncluttered design is often the most effective. Use a cohesive colour scheme and easy-to-read fonts. Ensure your site is mobile-friendly, as many users will access it on their smartphones. Sites like Weebly, Wix, Squarespace, Shopify etc have ready-to-use templates that can also be customised. Find what you like and structure your site accordingly.
• High-Quality Images. Use high-quality images for book covers and author photos. Poor quality images can make your site look unprofessional.
• Navigation. Ensure your site is easy to navigate. A clear menu structure helps visitors find what they’re looking for without frustration. An author’s website shouldn’t be overly complicated anyway.
• Calls to Action. Include CTAs throughout your site. Encourage visitors to sign up for your newsletter (if you have one), follow you on social media, or buy your books. Some of the online sites mentioned above have integrations with Mailchimp or inbuilt marketing apps that can make newsletters relatively easy to run.

 
A well-designed website is a powerful tool for authors and small presses. It serves as a central hub for your work, enhances your credibility, and provides opportunities for direct sales and reader engagement. Online platforms like Squarespace, Wix, Weebly, Shopify and others make it really easy to create a professional site quickly and affordably. By focusing on key landing pages, effective design, and strong SEO practices, you can maximise the impact of your website and reach a wider audience. Embrace the digital age and let your website be a testament to your dedication and passion for your craft.

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NOTE: Here at RM Marketing Services, we do websites for authors, small presses and industry organisations. We prefer Squarespace because it has a  user-friendly interface and elegant design templates. It offers a range of features including blogging tools, e-commerce functionality, and analytics. Squarespace also provides hosting and a custom domain, making it a comprehensive solution for building your author website. If you plan to sell books directly from your site, Shopify is an excellent option. It’s primarily an e-commerce platform, but it also offers a variety of website design tools. Shopify’s integration with payment processors and shipping services can streamline your sales process. We also have experience with Wix and Weebly so if you are looking to launch a new website, get in touch with us to discuss your project and our availability.

Mark Rosenberg is an executive coach, mediator and faciliator who empowers leaders and their teams to achieve their potential. Mark started his career as a lawyer, then worked in senior management roles in the private and public sector, before branching out as a mediator and creating Balanced Curve, based in Gladesville Sydney. The company are experts in conflict management, executive and team coaching, mediation and facilitation.

​You can read more about them at balancedcurve.com.

As a lawyer, Mark was dealing with hardcore disputes that were expensive and involved a lot of management time. As a mediator, however, he realised his strength was dealing with conflict. Over the years he has helped thousands of leaders become better at having hard conversations.

With this wealth of knowledge and firsthand experience, Mark wanted to share what he's learned with others so they have the opportunity to be better communicators and handle conflict better - afterall, it's something that many of us struggle with! He did this utilising the experience of the team at Publish Central (who also told him about RM Marketing Services!) and published a book called Mastering Hard Conversations: Turning Conflict into Collaboration. 

The key message of the book is simply: conflict in the workplace is inevitable. That means that as a leader - whether that's the CEO or senior management team, or a leader within your own team, or a thought leader within an organisation - being skilled in dealing with conflict and having uncomfortable conversations has enormous benefits. Mastering Hard Conversations provides a proven, practical, structured approach to help you become a better leader by improving your communication and conflict skills.

Mark came to us to talk about marketing and publicity support - as well as support and advice while he navigated the world of publishing and bookselling. Like many independently published authors, navigating the metadata minefield was the first challenge - ensuring that accurate, enhanced information on the book was sent out in data feeds to online booksellers was tricky for someone who hasn't experienced it before. For many indie authors, online booksellers are THE main sales channel due to the nature of publishing and distributing a book using the Ingram Spark platform (print to order and ebook distribution) so getting this information right was a priority.

We then discussed ways of disseminating information about the book to core booksellers and library suppliers. We also mapped out plans for content and social media posts, particularly using LinkedIn for engagement where Mark had a loyal, supportive following. We also worked with some online sites and Mark spoke to his peers who have podcasts about teams and teamwork. Our good friends at Books+Publishing included him on their #booksareessential campaign which has 10,000 followers on Instagram. We liaised with reviewers and we provided promotional and marketing support as the weeks progressed.

As icing on the cake, Mark was able to turn a profile about his house into an article about the house, his dogs Peggy Sue and Honey, and his book! The article is below however the online article had a different heading - Lockdown at home proved perfect for Mark Rosenberg to write about conflict management - which was pretty perfect! You can read it here on The Australian website.

Since we've been working with Mark on his book, we've seen Mastering Hard Conversations in and out of the Top 50 books in mediation and conflict resolution on Amazon, and even in the Top 3! It's a book that resonates with readers because it's practical, well-written and helps them develop their knowledge and skills in conflict resolution and communication within teams.

You won't be surprised to hear, we're big fans of the book, particularly Chapter 8 - Dealing with Certifiable Assholes! 
​
​Listen to Mark speak about that chapter here. 

We recently contributed this article to the Independent Publishing newsletter from our good friends at Books+Publishing. If you haven't subscribed to their newsletters, we highly recommend you do so now.

All the social media and marketing advice says if you are engaging with an audience—with consumers, with booksellers, with librarians and teachers—you’re going to need a social media strategy.

Social media is about starting a discussion—about you, your product, your services. ‘Discussions’ do not increase sales—they create awareness. Your job is to enhance this awareness so you can develop a brand, build reader loyalty and have a sales strategy that makes it easy for someone to buy your book. That may be through bricks and mortar bookshops, online booksellers, special accounts or directly from your website. It should not be used solely as a sales strategy but linked to your overall sales and marketing plan for your books.

Lesson one: start early

One thing to keep in mind is that author and product awareness doesn’t happen overnight! You need to be thinking about your digital and social media strategy a long time before your book is published. As an industry consultant, there’s nothing more frustrating than getting a phone call or an email because someone has ‘written a book’ and they tell me the book has just come back from the printers, can I help with a website, promotions, publicity, getting them on the socials? They have published a book and no one can find them! They have no brand, no online presence, no followers, no readers, no SEO search results—zero digital footprint as an author. They are starting too late to build their author brand in a way that will maximise promotional and publicity opportunities.

Don’t leave it to the last minute to develop a digital and social media action plan.

Lesson two: define your goals

So what is social media marketing? It is essentially a way of creating content in multiple formats then distributing that on an online platform designed to drive engagement, encourage discussion and share information for consumers. It builds virtual networks and communities. It’s a conversation. And if you’re an author, it will provide direct access to your readers and vice versa.

Another thing to keep in mind is where social media is taking place. Statistics shows the number of smartphone users in the world is forecast to be 7.9 billion this year and of those 3.96 billion are on social media. (Which reminds me: you need to be thinking mobile for your website as well. Is it mobile–friendly? There are plenty of online services now that can help you with your website and have it integrate with social media. Wix, Weebly, Squarespace, Shopify and others can connect the dots for you. Websites aren’t expensive these days and you can contact industry professionals to help you get started.)

While I think everyone needs to have a social media strategy, that doesn’t necessarily means that everyone will have one. As authors and publishers one of the best things you can do is define what your social media strategy looks like. What are your goals? What are the platforms that are right for you? How will you communicate in those channels? Discover the voice that works best in those you want to engage with—then work out the best way to create and schedule content across those platforms. Do you have a content plan going forward? How will you keep the engagement going?

The best way to think about social media is to write down your goals. What do you want social media to do for you? Do you want to:

• Attract new authors or collaborations
• Drive more traffic to your website (this leads me to even more questions: what sort of website strategy do you have? Do you also have a blog there? A Look Inside the Books? Unique content? Reading group discussion points? Sign up for newsletter? Special offer on pre-order?)
• Engage with the book trade
• Get more followers
• Increase audience engagement
• Increase awareness of products
• Increase email subscribers
• Increase mentions
• Market events and appearances
• Develop paid partnerships
• Produce engaging content
• Promote your authors
• Promote your brand and specialty
• Reach new readers
• Sell an additional service
• Track content and reviews of products.

If you don’t think you have enough content for social media to encourage engagement, then it’s not for you.

Lesson three: know your audience

I read somewhere that unless you can answer the question ‘who is your audience’ then you’re wasting your time on social media! But now I’m going to hit you with the big question: who is your audience? This is really important for advertising on social media as you’ll need to identify your core audience, market to a custom build audience or a consider look-alike audience.

So, who are your readers? What do they read? What podcasts do they listen to? What magazines do they read? What television do they watch? What sex are they? What age group? Where do they live? What keeps them up at night?  What type of content are they craving? Do they stream content? Listen to ABC radio? How do they entertain themselves?

Over time social media analytics will build a nice but general profile of your readers so you will be able to discover who they are and continue to build discussions around them. Knowing your audience will help with your digital marketing strategy including email marketing and website.

If you can’t define your audience or some buyer personas, why did you write your book?