Why Most Self-Published Authors Struggle With Marketing

Why Most Self-Published Authors Struggle With Marketing (and How to Fix It)

Introduction

There’s a common strategy in self-publishing that I like to call “Write, Publish, Pray.”
You pour months — even years — into writing a book. You upload it to Amazon. You post about it once on social media. Then you sit back and… hope.

It’s the fastest way to watch your book disappear into the void.

The truth? Most indie authors don’t fail because their writing is bad. They fail because no one knows their book exists.

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The “Write, Publish, Pray” Trap

The trap looks like this:

1. All energy is spent on creating the book.
2. Marketing is an afterthought.
3. Launch day is treated like the finish line instead of the starting block.

It’s understandable — writing is our comfort zone, marketing often isn’t. But without marketing, your book is just another title in an ocean of millions.

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3 Marketing Habits to Fix Right Now

1. Start Building Your Audience Before You Publish

Don’t wait until you have a finished book to start talking to readers.

• Share your writing process, cover design, or inspiration.
• Build an email list with a free chapter or short story.
• Engage in genre-specific communities months before launch.

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2. Think in Campaigns, Not Posts

One “buy my book” post won’t move the needle. You need a series of touchpoints.

• Plan a content calendar that mixes teasers, character spotlights, quotes, and behind-the-scenes posts.
• Repeat your message in fresh ways so it feels consistent, not spammy.

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3. Leverage Every Format You Can

Different readers hang out in different places.

• Use Instagram for visuals, TikTok for personality-driven videos, newsletters for personal connection.
• Repurpose your content — turn blog posts into LinkedIn articles, reels into TikToks, and quotes into graphics.

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Closing Thoughts

Marketing doesn’t have to feel like shouting into the void. It’s about showing up consistently, building relationships, and creating curiosity around your work.

So if you’re stuck in “Write, Publish, Pray,” the fix is simple:
📅 Start early. Plan ahead. Keep talking about your book long after launch day.

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Authors — which do you spend more time on: writing or marketing?