It’s always been hard to get your book discovered, but with the growth of self-publishing, it’s even more difficult.

UNESCO estimates that globally today, 2.2 million new titles are released every year.

Yowza.

In today’s saturated market, understanding how readers discover books can make a significant difference in your success. The more you know about this, the better able you are to focus your efforts in the right places.

Here’s your guide to understanding how readers discover books so you’re better able to get yours in front of them.

Recommendations

Good word of mouth makes a big, big difference.

Personal recommendations from friends and family are influential because they come from trusted sources. We love sharing books we’ve enjoyed; that creates a ripple effect that can greatly boost your book’s visibility.

You’re probably familiar with this from your own reading habits. If a friend likes the same types of books you do, you pay attention when they say, “I loved this book and I think you will, too.”

Recommendations also come from online communities and platforms. Goodreads is the most vibrant community for readers. It’s where they discuss their latest reads, offer recommendations, and create reading lists.

For example, when one of my daughter’s friends and I discovered we loved the same books while talking at a wedding, she quickly jumped to, “Are you on Goodreads? Let’s connect there!” It’s a great way for us to quickly see not only what each other is reading, but whether we like those books, too.

Other influential online gathering places for readers include Facebook (it has groups dedicated to readers of nearly every book niche imaginable), Library Thing, Riffle Books, and Reddit, among others.

Engaging with these communities can help your book reach a wider audience.

Collaborations

One of the best – and possibly most overlooked – ways to get discovered by more of the right readers is to collaborate with authors and other types of product or service creators who already reach your target audience.

A newsletter swap is an easy way to collaborate. You and an author who reaches your audience recommend each other’s books to your newsletter subscribers.

You can also swap guest blog posts, host Q&As, or plan Instagram or Facebook Live events for each other’s followers.

Online platforms

Online platforms and their algorithms are key players in book discovery today, too. Selling your book on Amazon is a no-brainer. It’s where most people who buy books online buy them. It’s also where they review them.

They review them on Goodreads, too, so in addition to using Goodreads as a reader, you’ll want to claim your author account there so you’re more directly connected to your book on that site.

The same goes for BookBub, which is both a site and service created specifically to help readers discover more of the books they enjoy reading.

These options are all pivotal for book recommendations because they use complex algorithms to suggest books based on a reader’s past behavior and preferences.

When you list your book on these platforms and optimize your metadata on each, you enhance your book’s discoverability.

Reviews

You also know that reviews and ratings on these platforms are important.

Positive reviews can boost your book’s ranking and visibility, while detailed feedback can help potential readers decide to pick up your book.

Don’t expect them to happen organically, although that can and does happen, of course. Instead, encourage your readers to leave honest reviews that will help you maintain a steady flow of new readers.

Traditional and digital media

Media coverage, both traditional and digital, significantly impacts book discovery. This news media attention known as publicity can help your book reach a broader audience.

Don’t overlook the power of magazine and newspaper reviews; they’re still influential, especially with older demographics.

Visibility in online publications and blogs has become essential because readers turn to trusted bloggers and online magazines for book recommendations.

Trade magazine publicity – both reviews and interviews – can be important for certain nonfiction books, so be certain to explore that.

Securing coverage on popular book blogs can drive significant interest and sales, but so can interviews and guest posts on subject/topic blogs.

For example, if your romance novel is set in Door County, Wisconsin, pitch Door County bloggers (yes, they exist, I checked) on a review or Q&A with you on why you chose that setting.

Podcast publicity is increasingly important for authors, too, as more and more people are drawn to the specificity of podcasts. As with blogs, pitch an author interview with book podcasts, but also approach topic podcasters, as well.

Social media

As we’ve seen with BookTok on TikTok, social media has revolutionized how readers discover books.

Social media didn’t exist when my first book was published.

It was a humor book that took a lighthearted look at male behavior, explaining to women why men do what they do or say what they say. The topic is perfect for social media, so I can only imagine the impact these platforms would have had on sales.

Today, in addition to TikTok, Instagram, Facebook, and Twitter are homes to vibrant book communities that actively share and discuss their latest reads.

Instagram hosts book group accounts (think Reese’s Book Club), YouTube has BookTube, and Facebook (mentioned above) is home to lots and lots and lots of genre readers groups.

Reader communities also have their own gathering place on Twitter/X with Twitter Communities.

Are your readers on Threads? That newer social network lets users create groups (Book Threads) that become mini-communities, too.

The best way to work toward book visibility in any online group is to become an active member and participant first. Showing up as a marketer, especially before you understand a group’s vibe and personality, is a waste of time.

Bookstores and libraries

Let’s not overlook how many people rely on browsing through physical bookstores and public libraries for books they might enjoy.

Fact is, while many self-published authors release only as e-books, most people still prefer physical books. Even Gen Zers prefer that format.

Curated displays in both stores and libraries plus bookstore staff recommendations can spotlight your book to new audiences.

Case in point: When I attended an NYU School of Professional Studies webinar on how Braiding Sweetgrass became a best-seller six years after it was published, I learned it was through the power of independent bookseller recommendations. Pretty cool, isn’t it?

As for libraries, many readers rely on them almost completely for reading material. That means library programs that include “lunch and learns,” book clubs, and author talks can introduce your book to new-to-you readers.

What can you do today to get better plugged in to your local library’s programs?

In-person engagement

One of the best ways to maximize discovery and good word of mouth, though, is meeting readers in person, face to face.

Author signings, book tours, presentations, and literary festivals allow you to connect with your audience directly on a personal level. These events create memorable experiences that can turn attendees into loyal readers.

Virtual events. including virtual book tours, webinars, and summit workshops. have also become popular, especially since the pandemic.

They offer the advantage of reaching a global audience without the need for travel. Participating in or hosting virtual events can help you connect with readers from different parts of the world, too.

Advertising

Paid advertising on Amazon, where readers are looking for books, can pay off under the right circumstances. Many authors also have success advertising on Facebook, where they can target specific demographics and interests.

Both options help your book reach potential readers who are likely to be interested, as long as your Amazon detail/sales page is “optimized” and you understand how to create and buy effective ads.

How will readers discover books by you?

Considering how many ways authors discover your books, where should you put your efforts to make sure yours gets found?

There’s no pat answer for this. With the exception of selling on Amazon, what will make the most difference for one author might not be the best choice for another.

For example, novelists get more traction on Goodreads than nonfiction authors do. And, some authors are so uncomfortable with in-person events that while they’re great for visibility, they’re not worth the stress.

Choose your discoverability channels – social media, publicity, advertising, and so on – according to where you’ll find your readers, your skills, and your interests.

But do something. Don’t wait to be discovered. You have to make it happen.

FAQs about how readers discover books

1. How important are personal recommendations in helping readers discover books?

Personal recommendations are incredibly influential in book discovery.

Readers often trust friends, family, and even online communities like Goodreads for book suggestions. These recommendations create a ripple effect that can significantly boost a book’s visibility, as people love sharing books they enjoyed.

Engaging with these communities can help authors connect with potential readers and spread the word about their books.

2. How can collaborating with other authors help in book discovery?

Collaborating with other authors can be a highly effective way to reach new readers.

Authors can participate in newsletter swaps, guest blog posts, or co-host events like Instagram Lives or Q&As. These collaborations allow authors to tap into each other’s audiences, increasing exposure to readers who are already interested in similar genres or topics.

This strategy can be particularly powerful in niche markets.

3. Why is a presence on platforms like Amazon and Goodreads crucial for authors?

A presence on platforms like Amazon and Goodreads is crucial because these sites are primary destinations for readers searching for books.

These platforms use algorithms to recommend books based on user behavior and preferences. By listing their books and optimizing metadata on these platforms, authors can enhance their discoverability.

Reviews and ratings on these sites also play a significant role in attracting potential readers, making it essential for authors to encourage reviews.

4. What role does traditional and digital media play in book discovery?

Traditional and digital media can significantly impact book discovery by reaching broad and targeted audiences.

Media coverage, such as magazine and newspaper reviews, remains influential, especially among older demographics. Digital media, including blogs and online publications, offer a more accessible and often cost-effective way to gain visibility.

Authors can pitch to book blogs, podcasts, and online magazines to secure reviews, interviews, and features, driving interest and sales.

5. How can social media influence book discovery, and which platforms are most effective?

Social media has revolutionized book discovery by creating vibrant communities where readers share and discuss their favorite books.

Platforms like TikTok (BookTok), Instagram, Facebook, Twitter/X, and newer networks like Threads have dedicated spaces for book lovers. Authors can build a presence on these platforms, participate in discussions, and engage with readers.

The key is to be an active and genuine participant rather than solely promoting books. Each platform has unique features that can be leveraged, such as Instagram’s visual appeal, TikTok’s short video format, and Facebook’s extensive group communities.

What are you doing to get discovered that’s working for you? Please tell us in a comment.

Ahhhh, August.

It brings with it the last 11 days of the 2024 Summer Olympics and the dog days of summer.

For many Northern Hemisphere families with school-age children, it’s also back-to-school shopping time.

August is when many in Europe enjoy holiday time off, too. The same goes for the U.S., where people take advantage of a typical business slowdown before things kick back into gear in September.

August also offers lots of quirky and unexpected holidays and occasions you can use to have more fun than usual with your book promotion.

How to take advantage of August book promotion opportunities

What’s the best way to take advantage of so many fun August book promotion opportunities listed below?

Once you identify those occasions that are a good fit for your book or promotion goals, how can you use them?

Here are a few examples to get you started.

August is Romance Awareness Month

If you’re a romance writer, this is your time to shine!

Think of the potential! How about polling your social media connections and newsletter subscribers about their most romantic experience ever? One of them might even inspire a book!

• Ask them to tag you in a written post or in a social media video where they describe it, or to reply to your email newsletter request.
• Turn snippets of their responses into social media quote graphics you can sprinkle out for days or over coming weeks.
• Use what you learn from trends in responses to create a tip sheet about how to be more romantic that you send to the media, bloggers, and podcasters.

August 4, International Forgiveness Day

Are you a yoga or meditation instructor, or a lifestyle coach?

Is forgiveness a theme in your novel or children’s book?

Use this occasion to help people learn how to forgive those who have hurt or harmed them. Here are a few ideas:

• Create a short, instructional video for social media.
• Host a short, live training webinar.
• Create an Instagram carousel post with the steps to follow.

August 17, National Thrift Shop Day

Is one of your novel’s characters uber-thrifty?

Are you a financial advisor?

Do you write about upcycling, re-purposing, or sustainability?

According to the 2024 ThredUp Resale Report, the global used apparel market is growing three times faster than the overall global clothing market.

Leverage this trend to:

• Create social media images and posts about how to shop at thrift stores.
• Share images of your favorite thrift store finds.
• Create a YouTube video showing how you upcycled a thrift store gem.

Keep in mind, too, that variations on what you might do to link your book to National Thrift Shop Day might also apply to National Garage Sale Day happening a few days earlier on August 10.

Your August book promotion opportunities

Here’s a partial list of the august August marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Romance Awareness Month
• August 1 Mountain Climbing Day
• August 1 National Girlfriends Day
• August 1 Mahjong Day
• August 2 Find a Four Leaf Clover Day
• August 4 Friendship Day
• August 4 International Forgiveness Day
• August 4 Sisters Day
• August 5-11 National Simplify Your Life Week
• August 6 Wiggle Your Toes Day
• August 8 Happiness Happens Day
• August 10 Lazy Day
• August 10 Middle Child’s Day
• August 10 National Garage Sale Day
• August 12 National Vinyl Record Day
• August 12 World Elephant Day
• August 13 Left Hander’s Day
• August 15 Relaxation Day
• August 16 National Tell a Joke Day
• August 17 National Thrift Shop Day
• August 17 Neighbor Night
• August 20 World Mosquito Day
• August 21 National Spumoni Day
• August 22 National Tooth Fairy Day (and/or February 28)
• August 25 Kiss and Make Up Day
• August 26 National Toilet Paper Day
• August 31 National Eat Outside Day

Be sure to check out the list of book-related occasions during August in our 2024 literary calendar, too.

Which of these crazy August occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way? Please tell us in a comment.

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

My recent newsletter subscriber survey revealed that many authors struggle with the technology required to succeed as a writer today.

For example, I know from that survey and one-on-one conversations that the technology involved with starting an email list and newsletter is a roadblock for many.

I also know from my own experience that you can incorporate technology into your workflow without (a) understanding how it works, (b) setting up the helpful systems yourself, and (c) your head exploding.

6 ways to tackle author technophobia

It’s important to keep those three points in mind because it’s hard to accomplish what you need to without using today’s tech tools and resources.

I realize that tech intimidates those of us who aren’t what marketers call “digital natives.” I don’t want that to stop you, though.

Here are six ways to go over, under, or around those tech roadblocks holding you back.

1. Pay somebody to do it for you.

Designing a website is above my paygrade, so I paid a pro to redesign and update mine at the end of last year. And I’ve worked with a talented, younger-than-me, tech-savvy virtual assistant for years.

That’s because I don’t have the time for or interest in learning how to do everything involved with certain aspects of authorship and running a business.  

So, helping someone else earn a living by doing what they do best lets me focus on what I do best.

Not everybody is able to pay for help on an ongoing basis, though. Even so, it’s often affordable as a one-time “let’s get you up and running” option.

So where do you find someone?

Here are a few ideas:

• Stop by the Geek Squad counter at Best Buy and ask if anyone moonlights.
• Network among friends and family.
• Contact the career services department at a local college or university.
• Contact a technology instructor at a local community college.
• Ask for referrals in online author groups.
• Ask a specific software provider (such as what you’ve decided to use for email marketing) for a list of recommended set-up service providers.

2. Take a course.

I pay for courses on very specific aspects of how to do something, rather than larger, more universal topics. (Think “how to get your book set up on KDP” versus “how to self-publish a book.”)

I use a three-step process to find trainers I can trust to teach me about a technology topic I want to learn about:

1. Sign up for newsletters from people who seem to know a lot about it.
2. Read the newsletters to see if my instincts are correct.
3. If the person knows their stuff and communicates it clearly to non-techies like me, I’ll buy a course that walks me through what I want to learn.

If learning by taking a course appeals to you, online course marketplace Udemy is a great resource (I only buy courses there when they’re on sale).

Don’t overlook in-person courses at community colleges or adult learning centers for help with author technophobia, either. Public libraries and community centers often offer tech classes, as well.

The trick is finding something affordable. But that’s possible, especially when you look beyond the “author-advice” world for them.

3. Purchase “plug and play” software and other tools.

One reason so many of you took advantage of the MockupShots sale was because you could see that it’s so easy to use.

“Easy-to-use” is why AI (artificial intelligence) tools are so popular with authors and others now, too.

Once you learn how to ask questions that generate the results you want, AI technology can work hard for you as a writer’s assistant. (Not sure how to ask the right questions? There are online tutorials and courses for that.)

4. Join online author groups and ask targeted questions about specific author technophobia challenges.

There are lots and lots of author how-to groups on Facebook with smart, experienced members who are happy to share what they’ve learned – within reason.

“Within reason” means asking “Can anyone refer me to an affordable resource for learning how to use Canva?” rather than, “Can anyone show me how to create a social media image on Canva?”

Questions that are too broad yield too few answers. Instead, zero in on a specific aspect of the broader topic that confuses you the most, or that you can’t seem to find information for online.

5. Watch tutorials on YouTube.

I can’t tell you how many times YouTube videos have shown me how to tackle tech problems.

It’s most helpful when you’ve got the tutorial on one screen – your smartphone or tablet, for example – and the problem you’re dealing with on another, such as your computer screen. Then you’re not switching between YouTube on a browser tab and the problem on the program you’re using.

6. Hire a coach.

Sometimes all you need is someone sitting next to you showing you how to do it.

Want help figuring out social media or making the most of your smartphone? Call the guidance office at the local high school for suggestions about who might be open to helping.

You can also find a coach using the resources detailed above in the first tip above, “1. Pay somebody to do it for you.”

If I can do it, so can you!

I know you can conquer your author technophobia and overcome many of your tech obstacles. You just need to believe that as much as I do.

I tackle my tech intimidation the same way I tackled childbirth.

I was terrified of the pain I might experience during labor and delivery.

I got over it by looking at all the mothers around me – in supermarkets, at the mall, in my friend circles. I told myself that if all these women and all the other mothers on the planet could survive childbirth, so could I.

And I did. Twice.

You can overcome author technophobia, too. You just have to want to. And you must believe that you are just as capable as anyone else who is already doing it.

Because you are.

Take this challenge: If you feel like a lack of tech know-how is holding you back, select one of these six tactics to try today. Which one will it be? Tell us in a comment!

Some people are really good at cleaning up and clearing things out.

They routinely make room for new items by donating, recycling, or discarding items they don’t wear or use anymore.

Others unsubscribe from email lists that no longer have value.

13 time-tested ways to get kicked out of a Facebook group

And still others vow to reduce the number of Facebook groups they participate in so they have more time for other activities.

Does that describe you?

If you need to spend less time in online discussions, here are 13 ways to get kicked out of a Facebook group. As the owner of one group and moderator of another, I promise any combination of them will work.

1. Don’t read the group rules.

Rules are for everybody else, right?

If you want to stick around, look for the rules in the group’s “About” section.

“I don’t like it when people come straight into a group with an agenda and don’t read the group rules,” says Heather Townsend, a former co-moderator of the 13,000-plus-member Self-Publishing and Book Marketing group.

In that group, as soon as you post something that’s against the rules, moderators remove your post and give a warning. Do it again, and you’re g-o-n-e.

2. Preface your post with: “Delete if not allowed.”

This is an offshoot of “don’t read the group rules.”

Groups that prohibit specific types of posts share that information in the group rules. If you’re not sure if the rules allow the post you want to share, read them.

Or, send a moderator or admin a direct message describing what you’d like to post and ask if it’s allowed.

Otherwise, you’re asking moderators to do your thinking for you.

Is that fair for these volunteers? Is it smart? Nope and nope.

3. Be blatantly self-promotional in a no-promotion group.

Just because some Facebook groups exist to allow authors to post “buy my book” and “my book is on sale” and “my book was just published” messages doesn’t mean all author groups do. (My Build Book Buzz Book Marketing Group does not because it’s a discussion group.)

“I’m annoyed when members engage in self-promotion, whether it’s in a group that I manage or in someone else’s group. It’s inappropriate, especially within a group that someone else is running,” says Marcia Turner, who runs a secret group for members of the Association of Ghostwriters as well as the private WomensNet group with 22,600-plus members.

Some groups allow it, some don’t. If you want to get kicked out, don’t check the rules first before posting your sales pitch.

4. Be subtly self-promotional in a no-promotion group.

You know who you are in those groups that ban promotional posts….

YOU: “I’ve just created a course that I think is perfect for you guys, but I’m not sure what to call it. What do you think of these options?”

YOU later that week: “Thanks so much for helping me with the course title! Here’s what I ended up with — and here’s the link where you can buy it! You guys rock! xoxo”

MODERATOR: “Buh-bye.”

5. Always be a taker; never a giver.

Ask for help or advice, but don’t help anyone out or share useful information. You’re busy, right?

Granted, as newbies, many of us don’t feel qualified to answer questions or help others. But we can contribute in other important ways:

• Congratulate someone posting about a success.
• Thank someone for sharing information you found interesting or helpful.
• Provide an opinion when it’s requested.

For the most part, though, this one is more of a problem when combined with the tactic number 6, up next. Doing both together repeatedly will help you get kicked out of any Facebook group.

6. Never say “thank you.”

I’ll admit that as someone who automatically says “thank you” to Siri, this is a pet peeve.

That’s why it gets you escorted to the virtual door quickly in any group I manage.

It’s easy to pull off, too! Just ask lots of questions, grab the answers offered by group members, and solve your problem without bothering to thank the people who helped.

It might take you a while to establish this rude pattern, but it will get noticed.

7. Ask for opinions, then argue with everyone who responds.

If the real reason for your request is to validate your perspective, you might want to rethink posting because you might not get what you seek.

“It’s annoying when they ask for help, then argue with the person who gave feedback they don’t like,” says Townsend.

To use this approach to get kicked out so you don’t have to quit, be sure to respond with comments that include, “You don’t understand,” “My situation is different,” and “It’s too late to change that.”

8. Confuse the group with Google.

Here’s the best way to use the group rather than doing any research on your own: Join a group dedicated to your new favorite interest, topic X. Then, post, “Hi! I’m new to this group. I don’t know anything about topic X. What can you tell me?”

From what I’ve seen, most members know at least a little about topic X before joining. They use the group to learn more about a specific aspect of it, talk about a topic they enjoy discussing, or get ideas.

If you want to leave, though, admit that you haven’t done any research on your own, but are looking forward to everyone in the group sharing everything they’ve learned with you in long and detailed answers to your nonspecific questions.

9. Hijack the discussion. A lot.

Someone who hijacks the discussion adds a comment or asks a question that’s off-topic or unrelated to the discussion. It’s the online version of interrupting to change the subject while someone is speaking.

“For example, someone posts, ‘What one marketing technique has been the most effective for you?’ and a member responds, ‘Whatever you do, don’t follow Jane Doe’s advice. I bought her system and although it promised to show me how to do X, Y, and Z, it didn’t work,’ — and X, Y, and Z have nothing do with marketing,” says Turner.

But don’t do this just once or twice. Moderators look for patterns in behavior, so do it regularly if you want to get kicked out of a Facebook group.

10. Share information from a private group outside the group.

Some groups prohibit this (see tactic number 1, above).

“In many cases, people in the group paid for access to useful information shared there and having it become public knowledge reduces the value of that group membership,” says Turner.

In addition to the fact that group membership might be linked to something the member spent money on, including training programs or professional association memberships, the “don’t share outside the group” rule often exists to protect member privacy.

11. Attack the moderator.

This is more common than common sense would suggest.

When I recently — and gently — asked a new group member a few questions about the group she was asking our members to join*, she immediately went on the attack.

(*Unrelated to my conversation with this poster but worth noting: It’s bad form to use one group’s hard work growing a group to build a membership for another.)

I’m all for debate, discourse, and other d-words, but she was so off-base and inappropriate — and I was so not in the mood to even think about why she was so hostile so quickly — that I simply removed her from the group.

Nobody’s paying me to take abuse from Facebook groupies.

12. Offer bad advice with great confidence.

Why know what you’re talking about when you can just fake it?

Moderators often have significant topic expertise, so they can spot posers pretty quickly. (Pro tip: They’re often the people with the loudest voices.)

When repeated misinformation from a member threatens to harm group members, posers will have be escorted to the door.

13. Bully people.

At first, I thought the bully in the Build Book Buzz group might be having a few bad days. When the nastiness continued and a favorite member left because of it, I had to act and ban the bully.

Fortunately, the member who felt forced out returned when I apologized for waiting too long to take action.

I learned from that experience.

I’ve watched many group moderators show zero tolerance for bullying, so when you’re ready to be shown the door, just verbally abuse one or two people.

How to remain in your favorite group

Trying just one of these tricks on occasion is not a deal-breaker. 

So, if you want to get kicked out of a Facebook group, you’ll have to do several of them frequently. That will help you establish a pattern that’s hard to overlook.

What’s the best way to stay in a group and possibly even get invited to be a moderator? Apply what you learned in kindergarten:

• Say please and thank you.
• Be nice to others.
• Be helpful.

If you want to do this while discussing book marketing topics, we’d love to have you in the Build Book Buzz Facebook group. It’s a great group of smart people who are willing to share what they’ve learned. Join us!

What group behavior bothers you? What behavior makes you applaud? Please tell us in a comment!

(Editor’s note: This article was first published in January 2018. It has been updated and expanded.)

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

I love when someone I follow shares their favorite tools and resources in a blog post or podcast episode. I nearly always discover something I can add to my arsenal.

Maybe I can offer you an “aha!” or two by sharing the favorite writing tools I use day in and day out, too.

A couple – like the mug warmer on my desk to the left of my keyboard – are things I use so much I take them for granted. Others are tools I use weekly, rather than daily.

But they’re all resources I’d panic without – every single one of them.

Category 1: Writing basics You’re Probably Using, Too

I’m a blogger, freelance writer, author, and book marketing resource creator. I wouldn’t be able to earn a living without the tools that are foundational to writing.

Click on the name of each resource to learn more.

Word for Windows

Do you write in Word, too?

This is so basic for me that I’m always (still) a little surprised when someone in an author group asks what software they should use to write their book.

I remind myself that not everybody has been pounding away on a keyboard since desktop computers – along with Word – entered the workplace.

I’m hearing good things about Scrivener for books, too. (If you use it, please tell me what you like about it in a comment below!)

WordPress

WordPress is the tool my website designer used to build my website. It’s particularly blogger friendly – I can create and format content for you without knowing anything about programming.

WordPress has a lot of competition, especially among small business owners like you and me (yes, authors are small business people). Even so, almost half of all websites are powered by WordPress.

It’s both powerful and easy to use. I’m sticking with it.

Category 2: Office Supplies

There’s nothing cool or whizbang about the products in this category that I use daily. But I’d be lost without them.

Mug warmer

I can’t write anything longer than an email without a cup of tea next to me.

This gem keeps it hot as long as there’s something in the cup.

Scholar Notes Organizer notebook

Big thanks to my bestie Marcia for introducing me this side-spiral notebook I use as my “big ideas” notebook.

I record product ideas, capture brainstorming notes, and track progress of products or programs I’m creating. I pay $1.25 for them at Dollar Tree, so check your local dollar store first.

Pilot G-2 07 roller pens

How do I love thee, blue G-2 roller pen? Enough that I bought a 14-pack at BJ’s for a great price.

Word flow is easy and smooth.

Category 3: Success Tools

These are my favorite time-saving, productivity-boosting tools.

Headline Studio

I use this headline-writing tool so much that the brand invited me to join its influencer team.

It’s both a WordPress plug-in and web-based tool that helps writers create effective, attention-getting headlines.

The first week I started using it to craft new headlines and rewrite older ones, my site users increased by 56% and time spent on the site increased 50%.

There’s both a free and premium version. I have a premium account; my influencer link lets you try it free for seven days.

Canva

The top graphic you see on this post? I created it with Canva.

I use this graphics resource almost daily for my weekly blog post images, social media graphics, and to create printable products that include worksheets (I’ll be introducing a printable bundle soon!).

Canva Pro, the premium version, has more options that reduce the amount of time I spend creating content. Still, if you don’t use Canva as much as I do, you can probably get what you need with a free account.

Depositphotos

There was a time when I spent hours scouring free photo sites for images for my blog posts and social media graphics.

But time is money. So I now pay for a Depositphotos image pack and get what I need in seconds.

Huge. Timesaver.

ConvertKit

ConvertKit, my email service provider, was designed for creators like us.

It’s powerful, yet easy to use, and technical support is excellent.

The brand also works hard to help its customers succeed. I recently participated in a free ConvertKit mastermind webinar where participants broke out into small groups to discuss their email marketing challenges. That time with people who are far more experienced than I am was invaluable.

What are your favorite writing tools?

I use other tools, too, such as QuickWrite as a writer’s assistant, and Qwoted to find experts to interview for articles assigned by clients, but not always daily or weekly.

Be sure to check the Resources page on this site for even more help solving problems we all share.

I’m curious about what you use and love, too.

What are your favorite writing tools or resources — from tangibles to software or even services? Please tell us about them in a comment!

I knew that my friend Lisa Iannucci’s daughter, Nicole Brinkley, managed an independent bookstore in downstate New York, but didn’t know Nicole was a retail rockstar until I read about her in Publishers Weekly earlier this year.

That’s when I discovered that the American Booksellers Association selected Nicole to moderate a panel on “Recapturing the Tween Middle Grade Market” at its Winter Institute 2024 in Cincinnati.

I knew immediately that she’d be a fantastic source for a Q&A about getting your book into bookstores.

I was soooooo right.

Meet Nicole Brinkley, indie bookstore manager

Nicole Brinkley is the manager of Oblong Books in Rhinebeck, N.Y., where she has been known to cause a cloud of malaise to form around anyone who claims that genre fiction is a lesser form of literature.

Described by one media outlet as “one of the best and most outspoken leaders in the indie bookstore community,” Nicole has won multiple awards for her work as a “legendary bookseller.”

She also reviews books professionally for BookPage and Shelf Awareness. Media outlets that includeThe Wall Street Journal, Parade, Publishers Weekly, Bustle, and others have featured her work, which has ranged from interviews to book recommendations to essays and articles.

Nicole has also taught educational sessions for the Society of Children’s Books Writers and Illustrators (SCBWI) and the American Booksellers Association, hosted events for companies such as HarperCollins and Boston.com, and spoken at numerous conferences and conventions.

Find her online at nebrinkley.com.

Getting your book into bookstores

I’m thrilled by Nicole’s generosity. Refill your mug and settle in to learn everything you need to know about getting your book into bookstores.

So many self-published authors dream of getting their books into bookstores, and for good reason. How easy or hard is it for them to do so?

It is difficult for any book to make its way into a bookstore.

Self-published authors do have a different climb to getting into stores because of some logistical elements that we’ll talk about later on, but consider the number of books published each year. Somewhere between 500,000 and one million books are traditionally published each year between the Big 5 publishers and small presses, and upwards of one million books are self-published every year.

My bookstore fits 30,000 books total–not just new books!–and is considered a large independent bookstore. That means an incredibly small portion of what is published makes its way into our store.

When considering whether to stock a self-published book, what does your bookstore look for? What do you need to see/know before you feel comfortable placing an order?

Self-published books stocked in our store need to meet many of the same requirements that traditionally published books do.

The big four requirements to meet are:

1. Book prices are reasonable for their category and genre.

For example, adult paperback fiction is usually around $18 to $20.

So, self-published paperback fiction that costs $40 likely won’t be a good fit for our store.

2. Books are offered at a good discount to the store.

Most traditional publishers offer books at a 46% to 50% discount.

This allows bookstores to earn half of the cover price, which they use to pay staff and keep the store going. It is harder to justify the shelf space to books with shorter discounts since the store will make less money on them.

3. Books are returnable.

What happens if we can’t sell a book?

Because of the low profit margins of books and the way the industry works, we need to send books back to publishers when they don’t sell within an expected timeframe. Otherwise, our shelves are cluttered with books nobody ended up wanting.

Books must be returnable both to traditional publishers and to self-published authors (or their distributors).

4. Books fit with the customers and store’s stock.

Did you self-publish a paperback picture book about dentists? It might not be the best fit for stores that don’t sell a lot of paperback picture books.

What about a beautifully packaged work of literary fiction? Maybe not the best fit for a genre-focused store.

We need to vet authors

Bookstores looking to stock self-published authors also have the extra hurdle of vetting the authors and their books’ content. This is normally something we offload to a traditional publisher or a publisher’s sales representative. We trust them to know who and what they’re publishing.

But with two million self-published books coming out every year, we need to take the extra step to verify who they are.

If they’re writing nonfiction, do they actually have the credentials to be writing about their topic or are they spreading misinformation?

If they’re writing fiction, have they generated something through artificial intelligence?

None of these vetting decisions are personal attacks on a self-published author. We know that many authors are just that: authors. Talented, hardworking, and worthy of having their books sold in the bookstore.

But with the huge volume of books published, it’s difficult to distinguish the excellent self-published work from the less-than-stellar stuff without help. Meeting the first four requirements makes that important vetting much easier!

Packaging matters

While not required for either traditionally published or self-published books, having a well-packaged book also helps.

I don’t just mean a pretty cover, though that is good.

Design and print your cover with the title and author name on the spine so the books don’t disappear when we put them on the shelf. Print an ISBN and a barcode on the back of the book–and make sure that they’re clear and scannable

Little details to just having a book as a functional product go a long way to helping it do well in stores.

If you’re looking for a self-published author who does all of this very well, take a look at C.M. Nascosta.

Who makes the yes/no decision? What’s the best way to approach them about stocking a book?

Bookstores have buyers–booksellers whose entire job is selecting books that go into their store.

At Oblong Books, the co-owner does all book-buying. (We have separate buyers for toys and cards.) Other stores have separate buyers for kids books and adult books, or buyers for different genres and categories.

Bookstores that run consignment programs for self-published books might also have somebody who runs those programs separately from the buyer. Generally, however, the buyer is the way to go.

It is very easy to approach buyers about carrying a book.

Go into or call a store, explain that you have a book coming out or a book recently published, and ask if you can have the buyer’s name and contact information.

Drop the buyer an email with the information on your book:

• Title
• Author
• Publication date
• Publisher (if you’re using a small press vs. fully self-publishing)
• Why it’s a good fit for the store
• How bookstores can order (either directly from the author or through programs like IngramSpark, as bookstores cannot and will not order through Amazon)

You do not need to repeatedly bring books or promotional material to the store. You do not need to call them.

Self-published authors get a bad rap because of individuals who come into stores and throw hissy fits when their books aren’t immediately accepted or when the buyer decides their book isn’t a good fit for the store.

If you’re polite and understand that this is a business, store employees will treat you well in turn. That’s the start of a good relationship with a bookstore. Even if they don’t take your book now, they might always be somebody you can work with down the line.

Speaking of placing an order, what are your store’s financial terms with books provided by the author?

We work with self-published authors in a variety of ways.

Our store orders self-published books through IngramSpark and from authors directly that do well for us. Many of these are local authors or authors whose books have strong ties to the region. We want to support them, and appreciate that they want to support us.

In these cases, we pay directly to either the distributor (like IngramSpark) or the author (if they’re supplying the book).

We also have a consignment program for books that we aren’t 100% sure are a good fit or for books that aren’t normally returnable.

Our consignment program ensures that those books get the attention they deserve while also covering our bases. We can make money when they sell, and return books when they don’t…all while giving authors a chance to get their books in front of our customers.

There is a flat fee to enroll in the consignment program, but it guarantees display space for an entire month. We cut checks for the author periodically throughout the year as books sell.

What are your three best tips for getting your book into bookstores?

Only three?! Well, I’ll try my best.

1. Be strategic about the bookstores you reach out to.

If you’re a romance author, look at romance-only bookstores or bookstores known for working with indie romance authors. If you’re writing about a specific region, reach out to bookstores in that region.

Talk to your local indie. You don’t need to be in every bookstore, but know why a bookstore would be a good fit for you.

2. Be kind. Be patient. Be polite.

Most booksellers will be polite and professional when working with you. You can still convert those that aren’t into allies down the line.

(Trust me, my friends: I know that some booksellers can be short with self-published authors who are trying their best, and it’s not fair to you. Understand that there are people who have come before you and given authors in your situation a bad name, and that you don’t need to continue that chain. You can be better than them.)

Self-publishing is a job. Just be professional.

3. Please put your title on the spine of your book.

Please.

It makes the lives of the booksellers so much easier once the book is in the store.

What else should we know about getting your book into bookstores?

One of my ongoing goals is to read more small press and self-published authors, and I know many young booksellers who have the same goal.

I can’t wait to see more independent authors make their way into the independent bookstore space. We’re natural allies!

Write a book that people want to buy

I’m so grateful to Nicole for sharing her wisdom and experience with us so you know all about getting your book into bookstores!

I’ll add just one more thought: Stores want books that people want to buy.

People won’t want to buy your book if they don’t know about it, so work hard to help them discover it. Create demand so that booksellers like Nicole are ready, willing, and able to stock your book.

Write a great book, pursue reviews so you have that third-party validation that people like it, and continue to market it long after the launch. Both will make it easier for bookstores to say “Yes!” when you contact them about carrying your book.

Want to make it easier for fans to write short, meaningful reviews? Use the Build Book Buzz Reader Book Review Form. It’s your shortcut to success.

Do you have a question for Nicole about getting your book into bookstores? Please leave it in a comment.

As we wrap up a busy April that features more book-related days and weeks than any other month, it’s time to look ahead to other types of special occasions in May.

Here in the U.S. Northeast (where snow sometimes makes an appearance as late as mid-May), we welcome the typically warmer temperatures and how neighbors only mow their lawns when they see we have our windows open during Zoom meetings.

The merry, merry month of May brings us spring flowers and leaves on trees and, oh joy of joys, spending time outside without down coats and heavy gloves.

May bright spots

The fifth month brings with it in the U.S. “normal” occasions that include Mother’s Day on May 12, Memorial Day on May 27, and high school graduations and college commencements throughout the month.

Australia’s Queensland celebrates Labour Day on May 6 – which is also May Day in the Northern Territory – and Reconciliation Day on May 27 in the Capital Territory.

There are also so many unconventional, unique, and often downright irreverent holidays and special occasions to celebrate. And you can use them to bring attention to your book.

How to leverage May book promotion opportunities

What’s the best way to take advantage of so many fun May book promotion opportunities? Once you identify those occasions that are a good fit for your book or promotion goals from the list below, how can you use them?

Here are a few examples to get you started.

May is Mystery Month

Do you write mysteries, thrillers, or suspense novels? This is your month! And there’s so much potential.

Here’s just one idea: Use social media and your email list to poll people about their favorite mystery book and why they like it. You can use this information in multiple ways:

• Compile what you learn into a round up article (“here’s what readers told me about their favorite mysteries”) for your blog or to use as a LinkedIn post.
• Record videos where you read some of the nominations and reasons.
• Create social media quote graphics with the entries.

May 9, Lost Sock Memorial Day

Are you a poet? Write your “Ode to the Lost Sock.”

A humorist? Explain where the socks that don’t come out of the dryer end up.

Schedule an Instagram Live so you and your followers can pause together at a specific time to honor and remember all the socks they’ve lost. Be sure to promote it in advance.

May 20, Be a Millionaire Day

Do you write about money?

Call attention to your book on Be a Millionaire Day by sending a tip sheet to the press or guest blogging about money mistakes people are making that will prevent them from being able to celebrate this special day.

Go live on Instagram to talk to millennials and Gen Y about how to save now so they can retire early.

To reach a younger audience, create a series of TikTok videos that explain each “must-do” for anyone seeking millionaire status sooner rather than later.

Your May book promotion opportunities

Here’s a partial list of the merry, merry month of May marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Date Your Mate Month
• Gifts from the Garden Month
• Mystery Month
• National Recommitment Month
• May 1 Save the Rhino Day
• May 3 Garden Meditation Day
• May 3 Lumpy Rug Day
• May 3 Space Day
• May 4 National Candied Orange Peel Day
• May 5 National Hoagie Day
• May 6 National Tourist Appreciation Day
• May 7 National Teacher’s Day
• May 8 National Outdoor Intercourse Day
• May 9 Lost Sock Memorial Day
• May 10 Clean up Your Room Day 
• May 11 Eat What You Want Day
• May 11 Hanging Flower Baskets Day
• May 11 National Babysitters Day
• May 13 Frog Jumping Day
• May 14 Dance Like a Chicken Day
• May 17 Pack Rat Day
• May 18 Visit Your Relatives Day
• May 20 Be a Millionaire Day
• May 21 National Waiters and Waitresses Day
• May 23 Lucky Penny Day
• May 24 International Tiara Day
• May 25 Tap Dance Day
• May 26 National Paper Airplane Day
• May 31 Flip Flop Day

Be sure to check out the list of book-related occasions during May in our downloadable 2024 literary calendar, too.

Which of these surprising May occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way?

Have you ever needed to transfer a book to your Kindle from an email message?

I had to remember how to do that recently when I was e-mailed a couple of e-books to review. The process has changed just a bit since the last time I did it, but it was still easy.

You might want to know how to do this so you can transfer review copies from email to your device.

But you’ll also want to explain the steps when you email your own book to reviewers who prefer this over a PDF version. (So bookmark this link to share with others later.)

Here’s how to do it.

1. Find your Kindle e-mail address.

To do that, login to your Amazon account. Select “Accounts & Lists” in the upper right.

On the next screen, scroll down to “Digital Content and Devices” and select “Devices.”

Select “Preferences” on the top tool bar.

Scroll down the page to “Personal Document Settings” on the bottom. Click on it.

Scroll down to “Send-to-Kindle E-Mail Settings,” where you’ll see your Kindle email address. Copy and save it.

2. Add the e-mail address you’ll use to send the e-book to your Kindle email address.

To do that, stay on the “Preferences” page and scroll down past your “Send-to-Kindle E-Mail Settings” to “Approved Personal Document E-mail List.” 

Click on “Add a new approved e-mail address,” then add the address in the space provided and select “Add Address” in the lower right corner.

3. Send your file as an attachment to your “Send to Kindle” email address.

Now shift from your Amazon account to your email program.

More often than not, the publicist or author emails the book to me as an attachment. I just forward that message with the file attached to my Kindle address.

The alternative is to download the file to your computer, then send it to your Kindle address by attaching it to a new message.

You don’t need to include a subject line.

4. Wait a few minutes, then turn on your Kindle.

Give the message time to get where it’s going. Then, turn on your Kindle.

The book you sent will be waiting for you on the main screen. (If it isn’t, sync your Kindle.)

Not too hard, eh?

The sender can email the book directly to your Kindle address, but…

…two things have to happen first:

• You must give them your Kindle email address.
• You must add their email address to your “Approved Personal Document E-mail List.”

In my experience, most authors and publicists are unaware of this option.

Still, it will save you a step if you’re willing to request this method.

Use this method to send review copies

There are a number of ways to send review copies to readers. Services that include NetGalley, Bookfunnel, and Book Sprout (among others) will do it for you, too.

When you know exactly who you want to send it to, though, this approach is cost-efficient. The challenge is getting the recipient to take the time to follow these steps to find their Kindle email address and add your address to their approved sender list. But it’s an easy thing to do when you know how!

Sometimes the issue is less about how to get a review copy into a reader’s hands, and more about how to find those readers who will read and review it.

If you need help with that, download my free cheat sheet, “9 places to look for readers who write reviews.” You’re certain to find a few options that work for you and your book.

Download my free cheat sheet, “9 places to look for readers who write reviews.”

How do you send review copies to readers? Please tell us in a comment.

(Editor’s note: This article was first published in April 2015. It has been updated and expanded.)

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

When a marketing-savvy author friend said recently that they were removing their content-rich, SEO-friendly blog from their site and relocating it to Substack, I nearly gasped. (And I’m not even a drama queen.)

This was part of their plan to use Substack as their email newsletter service.

“Why?” I asked.

“Because I want to monetize* my newsletter and Substack makes that easy to do,” they replied. (*Monetize: marketing buzzword for “earn money from.”)

I explained why I didn’t think this was in their best interest, but the author was locked in. Logic be damned.

I’ve since had this “Substack for authors” conversation with several book marketing coaching clients and, quite recently, in person with a group of local author friends over lunch.

Here’s what I’ve been telling them.

What’s Substack?

Substack is a newsletter platform. People who use Substack benefit from:

• Free use until they start charging for their newsletter. Then Substack takes 10% of subscription fees, while Stripe, its payment provider, takes another 2.9% plus 30 cents per payment and 0.5% for recurring payments.
• A newsletter network that makes it easy for Substack publishers to recommend each other’s newsletters.
• An online home for each newsletter publisher’s archive of back issues. Think of each of these issues as a blog post.

Why authors are attracted to Substack

Here’s what authors tell me about why they’re considering Substack or have already signed on with the service.

Everybody’s doing it.

Yes, some people with large followings are using Substack. I’ll bet a bunch of your author friends are, too.

But, let’s remember the words of my wise mother: “If everyone jumped off a bridge, would you jump, too?”

“Everybody’s doing it” is a shallow rationalization that doesn’t work in this situation any more than it does when it comes to combovers for balding men.

With book marketing, what works for one author doesn’t necessarily work for another. How well you execute makes a difference, too.

It’s easy to set up.

This is true. You can be up and running quickly.

That’s partly because Substack is so basic. It lacks important features offered by other more conventional email marketing service providers, including the ability to personalize messages by adding a subscriber’s first name to a salutation.

It’s free.

That’s attractive to many.

But several other email service providers, including mine, provide far more functionality at the free level. (I use ConvertKit, which is free for up to 1,000 subscribers.)

But that’s okay. If you’re just starting out, the simplest and least powerful service available might be a good fit for you.

I want to monetize my newsletter.

Yeah, well, good luck with that.

Most authors scramble to get unpaid subscribers.

Generating enough paid subscribers to make a difference is harder than you might think. Be sure you’ve got a marketing plan in place for it.

Substack makes it easy for other newsletter publishers to recommend mine.

That’s such a smart idea that my email service provider, ConvertKit, offers that feature now, too.

Readers can search for and find my newsletter from the Substack home page.

This is pretty cool…in theory.

I’ve found it hard to uncover lesser-known newsletters when all I’ve got is the topic, though.

I’ve played around with that function and discovered that you aren’t likely to be found unless someone is searching for your name or newsletter title. The most popular newsletters show up first in various categories. To find a less-popular one, you have to scroll … and scroll … and scroll.

Who has time for that?

Clearly, there are plenty of reasons to like Substack. But there are a few reasons not to like it, too.

4 reasons I’m not a fan of Substack for authors

Here’s why I discourage authors and others – especially bloggers – from using Substack for email marketing and blogging.

1. Placing your best content on someone else’s platform boosts that site’s SEO while undermining yours.

Let’s presume you’re giving your subscribers the information they need. They love it! They recommend your newsletter to others!

All – all – of the resulting traffic completely bypasses your website and goes to Substack.

Substack, not your website, benefits from all of the SEO (search engine optimization — what you do to your website so that it gets found by search engines) value generated by the newsletter content you create specifically to appeal to your target audience. That type of targeted content is precisely what you need for your site to show up near the top of online searches for your topic.

Why would you undermine your brand online to support another company’s business?

You’re redirecting traffic away from your site. Not. Smart.

2. Substack doesn’t offer enough automation.

As you learn more about the power of email marketing, you’ll want your email service provider to perform a range of pre-determined functions. You tell it what to do once, and the system automates it for you.

For example, one best practice in email marketing for businesses of all sizes involves sending a series of welcome email messages to new subscribers on a schedule that’s unique to when they subscribed. Each message shares new information that’s relevant to your subscriber.

Substack can send a single welcome message to a new subscriber, but that’s it.

This lack of automation isn’t a deal breaker initially. You might not want sophistication if you’re using email marketing for the first time. But as your success grows, you’ll want more power.

(For more on that, read “Book review: Newsletter Ninja: How to Become an Author Mailing List Expert.”)

3. Monetizing is a lot harder than it looks.

The hype around how Substack makes it easy to earn from paying subscribers is incredibly misleading.

We’re accustomed to subscribing to free newsletters that might offer value. But paying for a “premium” version of that content requires a big shift that most aren’t ready for yet. And it sure doesn’t happen instantly.

I need to get value from your content before deciding if I want to pay you for more of it. Determining if the value is there takes time.

In addition, maybe it’s just me, but I don’t like how many of these newsletters persistently beg for money.

As a user, I find the constant requests to pay for the newsletter or “premium” add-ons tacky and intrusive. How do you build relationships with your subscribers when you’re annoying them?

Here’s an example of what I see in Substack newsletters when the publisher decides to use theirs to earn money.

This is from a writer who added me to their subscriber list (I did not opt-in). I’ve blocked out the newsletter title and the introductory text so the sender can’t be identified; I’ve left the requests to pay for more issues where it appears in the beginning of the newsletter. It appears at the end, too.

Repeatedly asking for money is no classier than asking your dinner guests to pay for their meal as they’re leaving at the end of the evening.

4. You’re hosting all of your content on something you can’t control.

Admittedly, I might be a little paranoid about this.

But what if Substack crashes and you lose all of your archived content?

I feel like I have more control over that with my own little website, where I can constantly and consistently monitor all threats and keep them from taking my site down.

Should you sign up for Substack for authors?

I realize that these negatives might not outweigh what you see as positives. So, should you sign on with Substack, or should you spend time comparing it to alternatives?

I don’t recommend making an important business decision based on what “everyone else” is doing.

Instead, whether it relates to email marketing or the latest social network or whether you should host a podcast, I always recommend learning as much as possible about a tactic and its options before making a choice.

Instead of chasing the latest bright, shiny object, consider where you’d like to be with email marketing in one, three, and five years. Then explore enough solutions to understand which will do the most to get you there.

FAQs about Substack for Authors

1. What exactly is Substack?

Substack is a newsletter platform that allows users to create and distribute newsletters to subscribers. It offers features such as free usage until monetization, a network for newsletter recommendations, and an archive for back issues.

2. Why are authors attracted to Substack?

Authors are drawn to Substack for several reasons:

• It’s a popular choice among authors and peers.
• Setting up a newsletter on Substack is quick and easy.
• Substack offers a free plan, which is appealing for those starting out.
• Many authors wants to monetize their newsletters, and Substack provides tools for this.
• It facilitates cross-promotion among newsletter publishers and offers visibility through its homepage.

3. What are reasons for authors to avoid Substack?

There are several reasons why Substack might not be the best choice for authors:

• It redirects traffic away from your own website, potentially undermining your brand and SEO.
• Substack lacks advanced automation features that are common with other email marketing platforms. This limits how much your email marketing will contribute to your goals.
• The constant payment solicitations within Substack newsletters can come across as inappropriate.
• Hosting content solely on Substack means relinquishing control over your content and risking potential loss if the platform has issues.

4. How does Substack compare to other email marketing solutions?

While Substack has its merits, it’s essential for authors to weigh its pros and cons against other email marketing solutions.

Be sure to consider factors that include control over content, automation capabilities, and how well the platform is aligned with your long-term goals.

5. Should authors choose Substack based on its popularity alone?

No, popularity shouldn’t be the sole factor in choosing an email marketing platform.

Authors should assess their specific needs, long-term objectives, and the various service provider capabilities before making a decision.

It’s crucial to put informed decision-making over blindly following trends.

I know that many of you love Substack. Please tell us why in a comment!

Who reads books?

We’d like to think it’s “everybody,” just like we want to believe the target audience for our books is “everybody.”

Neither is true. That’s why none of us should be marketing to “everybody.” Instead, you want to market to people who read books, and read books in your genre or category.

This article is designed to give you some of that information.

What follows is a more-than-shallow, but not-exactly-the-deepest dive into who reads books and what they read followed by a few insights from the data that you can use as you write and market your books.

Who reads books?

Who reads books? Who doesn’t read books?

Turns out that the more education and money you have, the more likely you are to be a book reader. Here are the specifics. I’ve added links to the original source of each statistic where you’ll find more information.

General

• A little more than half of all Americans said they read at least one book last year, but most – 82% – read 10 or fewer. (source)
• The percentage of urban adults who said they’ve read a book in the previous 12 months increased by 6% from 2019 to 2022. (source)

Education level

• Individuals with postgraduate degrees own the most books. (source)
• 73% of Americans with a college degree said they read at least one book in 2023 while less than half, 44%, of those without a college degree did. (source)

Gender

• American women are more likely than men to have read a book in the past year. (source) This is the case globally, too. (source)
• At 51.4%, slightly more men than women reported being non-readers. (source)

Age

• People 65 and older had the fewest non-readers at 41.4%, while those 45 to 54 had the highest number of non-readers, 60.9%. (source)
• 19% of Americans between 31 and 35 own at least 100 physical books, compared to 31% of those between 51 and 55, and 42% of those between 71 and 75. (source)
• 24% of middle-grade books sold are comics and graphic novels, but that drops to 16% when Dav Pilkey’s Dog Man books aren’t included. (source)

Income

• There’s a correlation between reading and income level. Adults living in households earning less than $30,000 annually are less likely than those whose annual household income is $75,000 or more a year to read books. Almost one-third – 31% – of those in the lower income bracket aren’t book readers compared to 15% at the noted higher income level. (source)
• 15% Americans of who earn less than 75% of the median national income (currently $74,580) own no books and 16% own at least 100. On the flip side, just 4% of Americans who earn at least 200% of the median national income own no books and 40% own at least 100. (source)

What do they read?

Let’s look at the formats people read – print (hardcover and paperback), e-book, and audio – and some of the genres.

Format

• Print books are read the most at 34.4%, followed by e-books at 14% and audiobooks at 10.7%. (source)
• In early 2021, 65% of adults said they have read a print book in the past year. (source)
• Just 9% of Americans read only e-books and audiobooks. 33% of those reading digital formats for reading also read print books, while 32% only read print books. (23% read no books.)(source)
• More than 40% of Americans read a print book in 2023, while 21% read an e-book and 19% listened to an audiobook. (source)
• At 45%, older Americans (65+) read print books more than other age groups do. (source)
• Women are slightly more likely to read print books than men – 38.7% to 32%. (source)
• Women are more likely than men to read e-books – 17.1% to 13.6%. (source)
• Americans who read digital books consumed more books in 2023 than those who don’t. For example, those who do so were more likely to say they read or listened to more than 20 books in 2023. (source)
• Between 2018 and 2022, revenue from all book formats declined with the exception of audiobooks, which increased by 71.7%. (source)
• More than half of audiobook listeners – 57% – are 18 to 44. (source)
• Children listen to audiobooks. Of audiobook listeners with children, 56% say their kids listen to them, too. (source)
• Audiobooks for children grew 41% in 2022, giving that category the highest growth, but they’re only 3% of the market. (source)

Genre

• Romance is hot, hot, hot. Sales of romance books increased 52% in the 12 months preceding May 2023, with much of the growth coming from new and younger readers discovering the category on TikTok and through book-to-streaming projects. (source)
• At 55%, mysteries and thrillers are the most popular audiobook genres, followed by science fiction and fantasy at 48%. Following that are biography and memoir, romance and drama, self-development, and business and personal finance. (source)
• Mysteries and histories were the most popular genres in 2023. More than 35% of those who have read a book that year said they’ve read at least one book in both of those genres. (source)
• 45% of female readers read at least one crime novel or mystery in 2023. That compares to 28% of male readers. (source)
• In 2023, 49% of men read at least one history book, compared to 24% of women readers. (source)
• Mysteries were the fourth most popular genre for men in 2023; history books were the sixth most popular for women. (source)
• Globally, sales of travel books were up in 2023 while comic book sales were down. (source)

Why do authors need to know this?

The more you know about the people who will buy your book, the more likely you are to get your messages in front of them.

When you really know your target audience, you’ll know:

• Which social networks they use
• How they get information – radio? Podcasts? Online news sites? Daily newspaper?
• How they decide what books to read
• Whether they prefer printed books, e-books, or audiobooks

Your understanding of who is most likely to buy your book will guide your marketing messaging and where you need to show up online.

With that in mind, what did you learn from the information outlined in the data above?

Data reveals information authors can use

Here are a few of my takeaways from the research summarized above that might help you.

1. If you want to sell more books, don’t limit yourself to publishing e-books only, as so many authors do. Readers still like printed books, and audiobooks continue to grow in popularity.
2. If you’re the type of author who likes to write to market demands versus those who have a specific story they need to tell, write romance novels for younger women.
3. Well-educated, wealthy people are a more lucrative market than older people at a low-income level.
4. Children’s book authors have the potential to stand out among parents who buy audiobooks for their children, as the category is growing, but the selection is still small.

And this is just a start.

This information, combined with your own research into what makes people decide to buy a specific book (spoiler alert: Recommendations from people they trust tops the list), can help you make important decisions about your book’s format and how you’ll market it.

So dig in. Think about it. Then act.

What did you learn from this data? How will you use it? Please share one “aha!” with us in a comment.