COVID-19’s impact on most industries is stunning. On the book publishing side, publishers have furloughed or laid off staff. Printers have struggled to print and ship books according to pre-COVID timelines. Authors who rely on in-person promotion had to re-think their book marketing strategies.

And yet, as an author, you’ve kept moving forward, haven’t you?

I have, too. This past year, I’ve published dozens of book marketing articles designed to help you rise above the chaos and confusion so you continue to sell books.

Which Build Book Buzz articles made the most difference for you? Here are your favorite book marketing articles according to blog traffic reports.

1. 2020 literary calendar with 122 occasions for book fans

This month-by-month list of occasions that celebrate all things books during the year we’re leaving behind makes it easy to find opportunities you can work into your book marketing plans. It includes information on how to use the 122 special days and holidays for year-round book marketing.

2. Book cover re-designs: A pro offers 7 before and after examples

This guest post by cover designer Alexander von Ness explains the thought process behind makeovers of seven fiction and nonfiction book covers. Each example includes the original cover and Alexander’s redesigned version, along with a link to a more detailed examination on his site.

3. “I wish I had known that before I self-published.” 25 authors share what they’ve learned

I asked self-published authors, “What do you know now about self-publishing that you wish you had known when you started?” This article showcases their responses on everything from where to learn what you need to know to whether you should publish on Amazon exclusively and the importance of a book marketing plan.

4. TikTok demographics for authors

TikTok was the fastest growing social network in 2019. This 2020 article digs into the video platform’s demographics so you can see if it’s a good fit for your target readers.

5. 3 Amazon secrets every author needs to know

In this guest post, book marketer Rob Eagar explains how to use Amazon’s power to your advantage. He presents three little-known Amazon secrets that can make a big difference, including how to use the platform to build your author email list.

6. The shy author’s guide to book promotion

While some authors embrace book marketing and promotion with enthusiasm, many just wish it would go away. In this article, I detail five “I can’t do this” obstacles I see the most from shy authors. It includes ideas for getting around them.

7. 2021 literary calendar with 137 occasions for book lovers

This December update to the popular 2020 list published last January takes things up a notch with more holidays and a “download and save this calendar” option designed to make it even more useful.

8. Trade book reviews: Behind the scenes with a professional reviewer

Rose Fox, director of BookLife Reviews, Publishers Weekly‘s paid review service for indie authors, explains trade reviews (also known as media and literary reviews) and how to get them. She walks us through exactly what happens on the publication review side. She also explains why getting a book reviewed can take a lot longer than you’d think.

9. How to get awesome book cover blurbs

Many self-published authors refer to their book description as a blurb, but the publishing industry uses that word for pre-publication endorsements and testimonials. This article addresses who to approach for endorsements and presents nine steps for snagging blurbs your mother would be proud of.

10. 4 steps to new book marketing habits

This article breaks down the habit-making recommendations of B.J. Fogg, author of Tiny Habits: The Small Changes that Change Everything. It’s a must-read if you’re serious about improving your life by replacing habits that don’t work for you anymore with those that will do the job.

I was happy to see that three of the top 10 book marketing articles here were written by guest bloggers.

It’s a reminder that guest blogging in reverse — bringing top authorities and experts to your site instead of going to theirs — helps provide your readers with useful content that matters to them.

Help me create content that will hit the top 10 list next year! Please add a comment telling me what you’d like to learn more about in 2021.

Tip of the Month

I like to share a “Tip of the Month,” a free resource or tool for authors, on the last Wednesday of the month.

This month, it’s Blogging Bistro’s 2021 Content Calendar Template.

People use content calendars to plan their blog posts and social media posts in advance. They help you become more thoughtful and organized, with the end result being a more consistent and strategic social media presence.

I love this particular calendar because it’s a Word document, not a PDF file, so you can type in it. You can even change the theme colors to reflect your author branding.

It’s the perfect companion to my popular 2021 Literary Calendar (and be sure to download the PDF version of that, too, here). Laura Christianson, the calendar’s creator, even linked to that list and pre-loaded the calendar with some of its writerly occasions.

I’ve downloaded the 2021 Content Calendar Template and have started adding the literary holidays that I’d like to promote in coming months. Give it a try yourself.

Getting “out there” and talking about their book can be downright painful for a shy author or those who prefer to write, not talk.

Then there are those who aren’t exactly shy, but don’t like being the center of attention.

Still others are afraid they will be labeled as “shameless self-promoters.” Can you blame them? I’ve seen some who are beyond “shameless” – they’re downright undignified.

Common shy author obstacles and how to get over them

How do you overcome your personality-related reluctance to promote your book?

Here are the “I can’t do this” obstacles I see the most from shy authors along with ideas for getting around them.

Problem: Proactively promoting my book makes me feel self-conscious. I don’t like calling attention to myself.

Solution: Flip your perspective.

You’re not talking about or calling attention to yourself – you’re calling attention to your book.

You wrote that book to educate, entertain, or inform a certain audience. You won’t be able to do that if they don’t know about it. You’re doing them a favor by doing as much as you can to help them see how your book will help.

Shift the focus from yourself to the people who will benefit from reading your book. That will help you relax and maybe even enjoy that media interview.

Problem: I don’t like talking. I’d rather be writing.

Solution: Focus on the many promotional opportunities that don’t require voice-to-voice interviews or conversations:

• Do a “Twitter chat.“
• Go on a virtual book tour.
• Post information and updates on your Facebook page.
• Create and share social media images.
• Give review copies to readers who agree to write an honest review.
• Blog regularly – and be a guest blogger, too.
• Send out tip sheets.
• Ask to do media interviews by e-mail.

Problem: I see what others do and it makes me uncomfortable.

Solution: Head in the opposite direction with your tactics.

For example, did you receive a book announcement e-mail message that you thought was too self-serving, overly-aggressive, or even pointless? Write yours in a way that’s classy, helpful, and informative.

Don’t like how an author friend shares a purchase link to his book on the Facebook timeline of new friends as soon as they accept his request? Set a better example. You might create a fan page for your book and share helpful information there, or start a Facebook group for your genre or topic.

Problem: I don’t know where to start.

Solution: Make time to learn.

This problem isn’t unique to introverts, but they’re more likely to use it than extroverts.

I’m a big on starting with a plan, but before you can write one, you need to know more about your options.

Begin by writing down your goals for your book. Then educate yourself about book marketing, publicity, and promotion:

• Search online.
• Subscribe to newsletters.
• Read a book or two.
• Take a course that will walk you through the process.

This will help you decide which tactics will help you reach your goals. Next, select one tactic or tool that seems like the best fit for your skills and personality, and learn how to do it well. When you’ve mastered and implemented it, select another.

Be sure to download my free Book Marketing Plan Template, too. It walks you through the process with instructions and examples.

Problem: I don’t have time.

Solution: Apply the time you used to spend writing the book to book promotion.

You don’t have to be shy to have this problem. Still, when you’re a little more uncomfortable putting yourself “out there,” you might find it easier to use lack of time as an excuse to avoid taking action.

Try these strategies:

• Get up an hour early two days a week.
• Focus on the book after the kids have gone to bed.
• Work on book promotion during your lunch break.

Make promoting a priority

It’s hard to promote a book when the related activities don’t come easily or intuitively. You’ll make progress if you focus on tactics that not only help you reach your target reader, but that are a good fit for your personality, too.

Start with one tactic — just one. You’ll soon see that doing just one thing — and doing it well — is far better than doing nothing.

Give it a try. I’m cheering you on!

How do you feel about book promotion? Do you love it, hate it, feel ambivalent? Why?

(Editor’s note: This article was first published in April 2012. It has been updated and expanded.)

This isn’t unusual, and it’s certainly understandable.

I often advise these authors to remember that their goal is to promote the book, not themselves. Many will argue you that as the writer, you’re the brand, so the focus must be on you. From my perspective, if your goal is to sell books so that you can entertain, enlighten, educate, or inform (or reform!), then you want to focus on your book and all that it has to offer.

With this in mind, I was struck by this statement on author Joanna Penn’s website.

Embrace it.

Believe it.

Run with it.

I promise that it will make the process easier for those who are shy when it comes to book promotion.

What do you think of Joanna’s statement?