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.

I’ve lost track of the number of authors I’ve heard from who waited until their e-book was available on Amazon or they had boxes of books stacked in a corner before they started thinking about book promotion.

Only when they’re ready to start accepting money for their page-turner, how-to, or memoir do they start to think about who might buy the book and how those people will discover it.

Don’t make this mistake.

You want to start laying the groundwork for the most intense activity around a book launch long before your book goes live on retail sites.

The best book promotion timing is now

While it’s true that your world isn’t going to stop spinning if you wait until your book is available for purchase to start the book promotion process, you’ll be at a disadvantage if that’s your approach.

Book promotion requires knowledge, networks, and connections. Acquiring them takes time. If you want your book to sell as soon as it’s available, you need all three in place.

With that in mind, here are nine things you can do as soon as you finish that first draft so your book promotion timing is as optimal as possible for most.

1. Learn as much as you can about book marketing, publicity, and promotion.

Even if you have traditional publishing support, your in-house publicist can’t do everything that needs to be done.

If you want people to discover your book, you have to be involved.

And indie authors? It’s all on you.

Get smarter by reading a book or taking a course.

2. Research your target audience — your ideal readers. 

Learn as much as you can about the person who is most likely to buy your book.

Once you can picture your audience “avatar” – the one individual who best represents someone who will love your book – do more research to find out where they spend time both online and off.

3. Build a following on social networks your audience uses.

Pick the one or two social media platforms that are most popular with your audience and learn as much as you can about how to use them effectively.

Note that just because you have a presence on a social network doesn’t mean you’re using it properly. Double-check your skills and knowledge.

4. Connect with bloggers. 

Virtual book tours (author blog tours) are common and popular elements of online book launches.

When you “go” on a virtual book tour, you’ll ask bloggers to share content related to your book on their blogs – a guest post or Q&A, an audio or video interview, a book review, and so on.

They’re easier to schedule and more successful when bloggers already know who you are.

Get that familiarity by commenting on blogs on your book’s topic or that influence your readers. Share their posts, but even more importantly, contribute to the conversation by commenting on them. Over time, the bloggers will recognize your name.

5. Build an email list.

Smart authors are leaning into email marketing.

Why? Because:

• You own the contact information on your list. That’s not the case with your social media connections that can disappear if a platform folds or you get kicked off.
• People see your emails. You can’t say that about all of your social media posts.
• It’s one of the best options for reader engagement.
• Subscribers are an excellent source of beta readers and street team members.
• and lots more

You’ll use your opt-in e-mail list to send an e-mail announcing your book, but you’d be smart to use it to stay in touch with subscribers on a regular basis, too. (Add yourself to the lists of successful authors to see how they’re doing it.)

Remember that for anything other than a one-time communication, you must get permission to add someone’s address to your list. Don’t add people to your list just because you added yourself to theirs.

6. Compile a list of “key influencers.”

Who is most influential with your book’s target audience? You’ll want to ask them to “blurb” your book with a testimonial you’ll use on the cover, inside the book, and on sales pages.

Start identifying them and gathering contact information.

You might know — or know of — some of them already, but you’ll want to expand that list. When I sought blurbers for Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions, I contacted people I did and didn’t know. I received testimonials from both groups.

7. Create your book launch media list.

You’ll send review copies and a book announcement press release to the media outlets that are most likely to review the book or schedule an interview with you.

Start building that distribution list now. Help them become familiar with you by commenting on and sharing their content.

8. Create a Facebook Page.

I’m not a big fan of Facebook pages for authors because Facebook limits who will see your posts unless you pay to boost them.

They work better for other types of businesses – especially local retailers who can use them to post store hours and special sales or offer coupons.

On the other hand, you need one if you want to advertise on Facebook (and many of you will). And, once you get a following, you’ll have access to audience demographics that you can use to improve your overall marketing.

So create it now and do the work to get followers. Create content that’s relevant and engaging — solicit opinions on your book’s topic, re-post interesting information, share progress updates, ask fans to vote on cover options, and so on.

9. Add your book title to your email signature. 

Put your email signature to work. It’s a simple and effective way to get your book title in front of anyone you send email to.

It doesn’t get any easier than just typing your book’s title after the word “Author.”

Book’s not out yet? Add “coming in [month].”

Don’t worry if book promotion timing isn’t ideal

In an ideal world, you’ll be doing some of this while you’re writing the book. More often than not, though, that doesn’t happen.

A more realistic approach for most is to start this work six months before the launch. That seems to be book promotion timing that’s doable for most.

Why not start with the easiest first? Add your book title to your email signature now. Then decide which of the remaining eight tactics will make the biggest difference at this stage of your book’s life.

Just don’t wait any longer to take action. Your book needs it!

What else would you add to the early promotion task list? Did you do any of this before publishing? Please share your feedback in a comment. 

(Editor’s note: This article was first published in July 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).

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!

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?

Sherlock Holmes is there.

So is Harry Potter.

Heck, even Harry Blackstone Copperfield Dresden is on board with it.

You’ll find these fictional characters on social media. And they’re all from books.

It’s a fun and effective strategy for novelists. Have you considered it? Maybe you should!

Why you want your fictional characters on social media

There are many reasons to create social media profiles for your fictional characters. Here are just a few of them:

1. By bringing your character to life outside the pages of your book, you’re giving readers and fans an opportunity to connect with the character in a way that further bonds them to your writing. This can be especially meaningful for series authors.
2. It helps you create character depth while you’re writing your book.
3. You’ve got something to say on social media besides “buy my book.”
4. You will have an outlet for precious, beloved material cut from the story.
5. It can be more fun than posting as yourself.

Really, how can you resist?

How to do it effectively

As with all social media use, there’s a right way and a wrong way to do this, even when the profile is for a fictional character. Keep these tips in mind as you create profiles and content for your fictional friends.

1. Don’t violate anyone’s copyright.

Make sure the profile image you use doesn’t violate any artist’s or photographer’s copyright. Check royalty-free photography sites but consider paying for a photo just to be safe. 

Your favorite AI tool can help with this, too. QuickWrite, the AI software created specifically for authors, generated this image when I asked for a photo-realistic version of Gabriel Allon, the 50-something Israeli counter-intelligence operative hero of the Daniel Silva series. 

If you’re struggling to find just the right “person” to fit your character, consider using a different type of image to represent the character — an apron or flour sack for a baker, and so on.

2. Really get into character when you post. 

Don’t make the mistake of using your character’s Facebook Page to post the same content you’ve shared on your author Page, whether it’s the timeworn unboxing video or details about an upcoming booksigning.

Is that all your character would be talking about on social media? I think not.

Get into character and have a little fun with it! Your character’s status updates, Instagram Stories and images, or TikTok videos should be created from their perspective, not yours.

Stay away from “buy my book” messages that are inherent in author appearance announcements and focus, instead, on what your character might say or do at or about that event.

3. Look for real ways to engage readers with your characters.

Let your character ask questions, provide commentary on world affairs or politics, share favorite image quotes, request movie recommendations, or post pictures from a book club appearance.

Learn what your audience is interested in, and use your character to share information, ask questions, or lead a discussion on that.

4. Don’t market with your fictional characters on social media. Connect.

Stop thinking about selling books. Focus instead on connecting with readers.

Your character’s social media accounts provide a way to bring that character out of the type on the page and into a new dimension. You get to bring that character to life.

If you’re forcing your character to share details about book signings or $.99 sale days, you’re just trying to sell.

Readers aren’t interested in that. They want their favorite character’s take on what’s happening in the world around them.

Resources that help create content for fictional characters on social media

If you like this idea but have trouble imagining how you’d execute it, consider using social media profile templates that educators use to bring fictional characters to life for today’s social media savvy students.

“Fakebook” is one, but there are others. Just filling out the templates without worrying about hitting “submit” will get you thinking about how you want to approach this.

You might also have fun with “ifaketext,” an online tool that lets you create images of fake iPhone messages — messages that, of course, might have been sent by your character. (I think this is such a cool tool!)

Here’s one I created for two of my favorite fictional characters, Stephanie Plum and Grandma Mazur, from the numbered Janet Evanovich series:

Think about how much fun you’ll have with this — almost as much fun as writing the book!

There’s more to fiction marketing than social media

As you might have discovered, there’s more to promoting, publicizing, and marketing your fiction than using social media effectively.

Master the basics in my popular online course, “Book Marketing 101 for Fiction: How to Build Book Buzz Basic E-course.”

Learn at your own pace with instant access to all course content.

You owe it to yourself to learn what works, what doesn’t, and where to put your efforts. This course will help you move farther faster.

You want your book marketing plan to include more than posting on social media, but for that portion of it, give this idea a try. You might be surprised by how much fun you have and what you learn about both your character and readers in the process.

Does your book’s character have a social media profile? Share the link in a comment! 

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

There’s an unsettling trend among authors and other small business owners with something to promote: self-quoting in social media images.

I realize that many view self-quoting as a great way to assert authority and attract attention. But doing so can backfire if it creates a negative impression.

There’s a fine line between showcasing your talent and coming off as arrogant. And it’s hard for readers to warm up to arrogance.

What is self-quoting?

For those who haven’t seen this practice, self-quoting refers to how people combine a statement they’ve made (or made up) that they think is profound, wise, or insightful with a background image.

The statement is positioned with quotation marks, of course. The self-quoter’s name is included as attribution. Here’s a tongue-in-cheek example.

People typically do this for two reasons:

1. To call attention to their expertise
2. To encourage others to share the image so that the wisdom in the quote reaches more people

What many who do this don’t realize, though, is that when they continuously quote themselves, they begin to look self-involved. Where’s the humility?

Readers who aren’t impressed with the ongoing self-quotations won’t engage with the content and will instead move on to someone who seems less arrogant.

Who decides what’s quotable, anyway?

It’s not just about turning off readers, though. There’s another thing to consider.

It’s about who should decide who and what is quotable.

I’m not quotable because I say I am. I’m quotable because you decide that I am.

I don’t get to decide what I write or say that is so meaningful that more people need to know about it. You do.

Most authors like you and me write to educate, entertain, or inform. We might want to teach something. Or maybe change opinions. Or to help people escape from reality, one page at a time.

If we write something noteworthy in our books … if we say something fascinating in a workshop or podcast … if we share unusual wisdom in blog articles or social media posts … we can’t declare it noteworthy, fascinating, or wise. Only our readers and connections can.

It’s not our decision to make about ourselves.

What works better than quoting yourself in social media images?

Here are a few strategies that offer a better “look” and outcome.

1. Genuinely engage with your audience.

Readers are drawn to genuine, relatable voices that resonate with their own experiences and emotions. This connection builds trust.

It’s about authenticity, not ego-focused promotion. (However, for some, ego-focused promotion is authentic.) It’s about being open to discussions, feedback, and idea-sharing.

It’s about sharing a bit of yourself, rather than quoting yourself.

One of the best examples I’ve seen of this recently was novelist Jennifer Weiner’s Instagram post offering to buy Girl Scout cookies from as many of her followers’ Scouts as possible.

Anybody who likes Thin Mints®, was a Scout, or is the parent of a Scout, will relate.

2. Support other authors.

Rather than quote yourself, quote other authors. (Keep reading for a tool that will help you do that.)

Support those you trust and respect. Share statements they’ve made that have moved you or that could make a difference for others.

When you showcase and promote your peers or role models, you’ll not only help them reach more people with their messages, you’ll make a statement about yourself.

One person who does this as well as anyone I know is children’s book author Vivian Kirkfield. On her blog and social media accounts, Vivian shares cover reveals and hosts virtual book tour Q&As for other children’s book authors, among other things.

(And she never quotes herself in social graphics.)

3. Share value-added content.

Offer content that educates, entertains, or inspires readers.

If you write nonfiction, this might be how-to content. Fiction writers can share writing advice or provide a behind-the-scenes peek into where the creativity happens.

4. Find your humble self.

Most authors are humble. If anything, most are the opposite of braggadocious or self-absorbed.

Even many of those I know who quote themselves aren’t doing it because they have over-enlarged egos that could benefit from surgical reduction. They simply think that this is a way to position themselves as experts.

I hope I’ve debunked that myth today.

So show that humility. Be your authentic self. Share personal stories, passions, or struggles. In other words, be genuinely likable for who you are, not who you are posing as.

Authenticity creates connections and encourages trust. Readers instinctively support people they like and trust.

5. Be grateful.

I realize that this could sound like a command. It’s not. I’m simply encouraging you and me to pause regularly to appreciate the support we receive from readers, followers, reviewers, and other authors.

Where would we be without these people? Let’s thank them on occasion, or give them a gift. A new short story, a worksheet, or a cheat sheet are just a few examples of how to do that.

Who can you quote instead of yourself?

I hope I’ve convinced you that quoting yourself in social media images isn’t in your best interest.

Quoting someone else is, though.

So, who can you quote?

Here’s a challenge for anyone looking for more ways to engage their readers online: Today, identify three authors you admire or want to support and find something they’ve written that you can use in a “quote graphic.”

I’ve created a super-simple form you can use for this (and thanks to a new free tool I’ve discovered, I even set it up so you can type into it!). Download it here.

Once you’ve identified the quotes you’ll share, follow the instructions (with tools) for creating those images in my article, “How to create book promotion quote graphics that help you sell.”

Focus on book promotion, not self-promotion

Quoting yourself in social media images crosses that line that separates book promotion from self-promotion.

While a certain amount of self-promotion is necessary to help sell books, especially with nonfiction authors, you can do that without coming across as boastful.

In addition, by keeping the focus on your book rather than yourself, you won’t have to consider how your intentions might be misunderstood or misinterpreted.

Find that balance between showcasing your expertise and appealing to your target audience so you develop meaningful connections and build the positive reputation you’ve earned.

What author behavior do you see on social media that gives you pause? Please tell us about it in a comment.

Many regions in the Northern Hemisphere begin seeing signs of spring in March, so people who live there smile when flipping their calendar to the third month of the year.

Not where I live.

We often get our worst snowstorms during the first week of March. And signs of spring? Bwahahahaha!

March bright spots

Even so, no matter what your climate, there’s still plenty to look forward to in March.

There’s March Madness, the annual U.S. multi-week college basketball tournament (go Xavier Musketeers!).

And even people with zero Irish ancestry embrace all things green – including beer – and enjoy corned beef and cabbage on St. Patrick’s Day.

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 March book promotion opportunities

What’s the best way to take advantage of so many fun March book promotion opportunities? 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.

March 2, Old Stuff Day

This occasion reminds me that I’ve been practicing Swedish death cleaning since before that term entered our current lexicon. Been there, done that, still doing it. There are opportunities here for authors of books about:

• Antiques
• Selling on eBay
• Home organizing
• Garage, tag, and estate sales
• Restoring and repurposing flea market and other finds
• Downsizing
• Decluttering

If you can give advice for making the most of “old stuff” or getting rid of it, use this occasion as a news hook for tip sheets, social media images, podcast interviews, and other promotion opportunities.

March 3-9, Celebrate Your Name Week

So many authors can find ways to use this special week. Fiction writers can celebrate their characters’ names by explaining to newsletter subscribers of social media followers how they decide on character names.

Is there a story behind your given name? Share it on social media. Write a blog post about when and how to use pen names as an author. There’s lots of potential here.

March 19, Poultry Day

Farm animals are common in children’s books. If you’ve written one that includes chickens, you’ll love having fun with this occasion.

Create and share on social media and in your newsletter a list of your favorite children’s books featuring poultry (including yours, of course). Record yourself reading your book and post it as an Instagram Reel and TikTok video. Collaborate with your local children’s librarian to schedule a poultry-book-themed children’s reading hour.

Your March book promotion opportunities

Here’s a partial list of the March madness 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.)

• Celery Month
• Craft Month
• March 3-9 Celebrate Your Name Week
• March 10-16 National Bubble Month
• March 1 National Pig Day
• March 1 Peanut Butter Lovers Day
• March 2 Old Stuff Day
• March 7 National Crown Roast of Pork Day
• March 8 Be Nasty Day
• March 9 Panic Day
• March 9 International Fanny Pack Day
• March 10 Academy Awards
• March 10 International Find a Pay Phone Booth Day
• March 10 Middle Name Pride Day
• March 16 Everything You Do is Right Day
• March 18 Awkward Moments Day
• March 19 Poultry Day
• March 20 Extraterrestrial Abductions Day
• March 20 Proposal Day
• March 25 International Waffle Day
• March 26 Make Up Your Own Holiday Day
• March 30 Take a Walk in a Park Day
• March 31 World Backup Day

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

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

Raise your hand if you really want to stop thinking about book marketing and just write your next book.

I don’t even have to see you to know lots of hands are in the air.

You could be suffering from the heartbreak of psoriasis book marketing overwhelm.

You’ve learned that it’s not enough to just write a book. If you want people to read it, you have to tell them about it.

And getting your book title in front of the right people takes time, knowledge, and effort.

Why you experience book marketing overwhelm

There’s so, so much you “should” be doing to promote your book (or so gurus, promoters, and other authors tell you …).

Are you feeling pressure to use TikTok? (I sure am.)

And don’t forget about Instagram! Oh, right, there’s Facebook, too!

What about those new social networks popping up — you’ll have to figure out how to use all of them effectively too, right?

Build an email list! Email marketing is where it’s at!

You have to get publicity in the news media!

Get out there with a virtual book tour!

Reader reviews! Get them! Then get more of them!

Be a podcast guest! How about creating and hosting your own podcast, too!

Create videos! People love watching videos!

Blog, blog, blog! Then write guest blog posts for others, too. Might as well blog on Medium, as well.

And this is just a start. There’s so much you “need” to do to promote your book.

Or is there?

Do you really need to be doing all of this? Do you need to do any of it? Can you do just some of it?

Pick just one …

Here’s an unexpected idea: How about picking just one tactic and mastering it?

Does that sound more appealing?

What’s that tactic, though?

… but which one?

Determine the single tactic you’ll master by spending a little time upfront learning which of the many options appears to be a good fit for:

• Where you will find the people who are most likely to read your book
• The time you have available for marketing
• Your skills
• Your personality
• What you enjoy doing

Find the intersection of where you’ll find your readers and what you enjoy doing and are good at.

It’s that simple.

If you’re shy, you don’t need to master public speaking simply because it’s a good way to reach your audience. 

Is writing your thing? (It’s definitely mine.) Building an email list and creating a newsletter for your readers makes sense. So does blogging and guest blogging.

If you love creating short YouTube videos for your young adult readers, figure out TikTok and share them there, too.

Master that single tactic

Then, when you identify that one tactic that puts you at the sweet spot where you’ll reach the right people doing something you enjoy, learn how to do it really well.

Learn how to do it better than anyone else.

Later, if you feel you can take on a second tactic, repeat this process. Learn how to use it effectively, then make things happen.

When you focus on a tactic you understand and enjoy, you’ll start to look forward to connecting with your audience in ways that support your overall author goals, not dreading it.

Permission to avoid book marketing overwhelm

Give yourself permission to find this focus so you avoid book marketing overwhelm.

Limiting yourself to one or two tactics while tuning out the rest (no matter what you hear from others) is liberating.

It will help put you in the mindset to write that next book while freeing up time for that project, as well.

And you’ve done it all while avoiding book marketing overwhelm.

What do you think of this idea? Would you like to master just one book marketing tactic, not all of them? Let us know in a comment. 

(Editor’s note: This article was first published in August 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).

An author acquaintance recently announced their new book in a manner that almost guarantees the announcement won’t sell any copies.

Why?

Because they provided a purchase link for an obscure book retailer. While I suspect that was probably to make a statement about how the author feels about Amazon, it’s the wrong link to use when you want to sell books.

When it comes to book sales, Amazon is where it’s at.

Amazon’s share of book sales

Simply put, Amazon sells more books online than anyone else.

Market researcher IBISWorld reports that Amazon is responsible for more than 80% of online book sales in the U.S.

More specifically, according to research firm WordsRated, Amazon has at least 40% of the print book market in the U.S. and 50% of that market in the UK. In addition, it claims two-thirds of e-book sales.

“Where should I sell my book?”

You want to sell your book where people are buying books. This data makes it clear that’s Amazon.

It appears that not everybody realizes this, though.

I’m reminded of this lack of awareness when authors-to-be ask in online groups and forums, “Where should I sell my book online?” or “Should I sell my book on Amazon?”

Both questions suggest:

• They didn’t research how book publishing works before they wrote their book – always a mistake.
• They aren’t book buyers, since most who buy online (the only way to purchase e-books) purchase on Amazon. (And book buyers are readers… and all writers should be readers…so writers should buy books.)

Amazon’s dominance means that it’s the most important place to offer your book for sale if your goal is to get it into the hands of readers.

More reasons to sell on Amazon

There are other reasons to use Amazon as your primary sales outlet, too.

One is that the retailer’s Kindle Direct Publishing (KDP) service makes self-publishing effective and affordable. In fact, without KDP, most self-published books would remain on authors’ computers, never reaching the people they wrote them for.

The KDP system also offers sales data and feedback you can use to monitor how and when your book is selling. This information can help determine which of your marketing activities are working – and which aren’t.

Amazon also offers marketing tools you won’t get elsewhere, including:

• The “read sample” feature (the former more obvious/less hidden “Look Inside”) that lets readers preview the book’s quality
• An easy way for readers to write reviews (a must-have)
• The ability to run on-site ads that can help your book show up in Amazon search results
• Amazon A+ Content, which lets you add quote graphics, photos, other images, and videos to your book’s sales page so it stands out and works harder to sell your books

What other online book retailer offers these services?

None.

Plus, this retail powerhouse offers an established customer base accustomed to buying everything from books to balloons to bassoons on the site.

(And did I mention that Amazon sells more books online than anyone else?)

Should you sell your book through other retailers, too?

If you haven’t enrolled your book in Amazon’s KDP Select program that gives Amazon exclusive e-book sales rights, consider selling your e-book on other retail sites as well. (The KDP Select distribution limitation doesn’t apply to print books.)

Barnes & Noble is probably the best known platform, but I regularly hear from authors who do well on Kobo while others like Smashwords. Those with a strong platform – a following – often sell from their websites, too.

Our article, “Where can you buy books online besides Amazon?,” is a good starting point for identifying where else you might want to sell your books.

Where I buy books online

Also consider your own book-buying habits as you explore options. For what it’s worth, here’s where I buy three book formats online. 

E-books

Amazon, because I read on a Kindle. It’s the logical choice.

Print books

Bookshop.org, where my account is linked to my local independent bookseller so it makes money every time I buy a book on the site. I buy in-person at a local bookseller as often as possible, but I use Bookshop to send books as gifts.

Audiobooks

Libro.fm and Chirp. Libro supports indie retailers in the same way Bookshop does, so my purchases there support my designated indie store. Chirp is owned by BookBub, which means that like with BookBub, the daily Chirp emails offer sale prices on audiobooks in categories I’ve selected.

Sell your books on Amazon!

I understand why some people don’t like Amazon. But if you want to sell books, you have no choice but to list there. Consumers have made it clear they want to buy books on Amazon.

So, take advantage of all the retailer offers. Optimize your book’s sales page, too, so it works as hard as it can for you.

And, use your book’s Amazon page link in your marketing, no matter how you feel about the mega-retailer. Sending readers to online retailers they’re not familiar or comfortable with only hurts you, not Amazon.

You’ll serve both yourself and your readers when you use your Amazon link.

Where do you sell your book online besides Amazon? Please tell us in a comment.

Affiliate Disclosure: This post contains Amazon Associates links, which means if you click on them and make a purchase, I will receive a couple of pennies (at no extra charge to you).

One of my biggest challenges as an author is figuring out how to find time for book promotion.

Is it one of yours, too?

This is especially difficult when you work full time and must write and promote outside employment.

It’s a challenge we all need to tackle, though, if we want people to read the books we write for them.

You are responsible for promoting your book

Finding time for book promotion around a launch and months (even years!) later is essential if you want to sell books. Whether your book is released by a traditional publisher or you’ve gone the indie route, you are responsible for your book’s publicity and promotion.

Publishers that provide book launch support usually only offer it for a few months at the most. That’s not enough for most books — you’re just building momentum then, momentum you don’t want to lose. If you’re self-publishing, you’ve known all along that this job is yours and yours alone.

How to find time for book promotion: 8 tips from authors

So how do you find the time for it? I’ve got a few suggestions, but would love to have more, so please share your tips in the comments section.

You might not be able to implement all of these, but if you get just one good idea from this list, it’s a good day, right?

1. Re-allocate your writing time.

You carved out time to write the book, didn’t you? Maintain that schedule, using that time for book promotion, instead.

While her manuscript is with the publisher, Michele Hollow, author of the forthcoming Jurassic Girl, The Adventures of Mary Anning, Paleontologist and the First Female Fossil Hunter, is learning how to promote a  middle grade reader and visiting local libraries and booksellers to build relationships and learn more about how she might collaborate with them when her book is released.

2. Use your phone.

This one is my favorite – it has helped me get more done in unexpected places.

Rather than scroll through her social media feeds while waiting for her restaurant order or in line, Stenetta Anthony, author of Ella Learns to Dance, uses that time to post on social media instead.

Arthur Montgomery, author of So You Want to Retire, uses his to answer interview questions from home, while Diane Currie, author of Before My Eyes uses hers for Internet access in a workplace that doesn’t allow employees to go online for personal reasons.

3. Get outside help for easier tasks.

Not everybody can afford to hire a social media manager, but many can pay a college student or a smart teenager for well-defined tasks.

Mary Hanlon Stone, author of invisible girl, a young adult novel, hired several teenagers to talk about her book on social media and at school. Mary Lucas uses college interns to manage the social media promotion of Lunchmeat & Life Lessons.

4. Batch-create social media content.

If I don’t use a content creation tool like video editing often enough to feel proficient, it seems like I’m re-learning the technology every time I want to use it again. Does that happen to you, too?

Counter that by batch-creating content. Set aside a chunk of time to create one type. It might be recording several book-related short videos, designing social media images in Canva, or writing  social media posts. 

via GIPHY

Next, set aside a block of time to use a social media scheduling tool to “drip” out that content over time. You can set it and forget it.

Kris Bordessa wrote and scheduled much of her social media and newsletter content for Attainable Sustainable: The Lost Art of Self-Reliant Living early, before the book’s publication date.

“I took the time up front to write various blurbs about my book — some seasonal, some not — and have those set to repeat on social media and in my newsletters. This means it’s happening without me having to think about it and people who didn’t see it the first time through might catch it the next time,” she says.

5. Create “pre-made” responses to frequently asked questions, then copy and paste when responding.

Nick Newsad, author of The Medical Bill Survival Guide, uses this approach when responding to Help a Reporter Out (HARO) queries and certain types of e-mail interviews.

6. Set daily promotion goals.

Henry Brown, author of Hell and Gone, tries to accomplish at least one marketing objective before going to bed.

Mark De Binder, author of Serial Terror, sets a time-based goal every day – whether it’s 10, 20, or 45 minutes – to keep him on track.

7. Work through lunch.

Like many others, K.S. Brooks, author of Lust for Danger, makes book promotion-related telephone calls during her lunch break and while running errands. Others use this time to answer promotion-related e-mail or do book marketing research.

8. Get up early.

Michelle Risley, author of Smash, gets up 30 minutes early every day to blog.

Jim Joseph, author of The Experience Effect, does much of his book promotion before leaving for his work day.

I can’t stress enough how important it is to find time for book promotion before, during, and long after your book’s launch.

If you don’t tell your ideal readers about your book, they won’t know about it. Reaching the right people in the right places with the right messages takes time and repetition. Making it a priority will help ensure it happens.

Make time to learn how to promote your book, too. My online courses and digital resources will help. Learn more here.

What’s your best tip for making time to promote your book? Please tell us in a comment.

(Editor’s note: This article was first published so long ago that you’d laugh if I provided a date. It has been updated and expanded.)