Hate Marketing Your Book? How Indie Authors Can Promote Without the Overwhelm

Selling feels harder than writing—but it doesn’t have to. Discover simple, authentic ways to market your self-published book and connect with readers.

Writing your book is one thing. Selling it is another.

And this is where many writers freeze. Because suddenly you’re not just the author—you’re also the marketing department.

No publisher behind you. No PR team. Just you, trying to figure out how to get your book into readers’ hands.

That’s when the worry sets in:

I don’t know how to market. I’m not a salesperson. What if nobody even finds my book?

Why this fear runs so deep

It feels like a mystery. “Marketing” is a vague word that covers everything from ads to Instagram reels to book tours. Where do you even start?
It’s uncomfortable. For introverts especially, the idea of “selling yourself” feels pushy.
It looks endless. Build a platform, run promotions, get reviews, manage social media—the list is overwhelming.
The stakes feel high. You’ve poured your heart into writing… what if the book just disappears without a trace?

What helps

1. Reframe what “marketing” means

Marketing doesn’t have to mean shouting on social media or running big ad campaigns. At its core, it’s just finding ways to connect your book with the readers who need it. That can be simple.

2. Start small

You don’t have to do everything. Pick one or two things that suit you—like reaching out to book bloggers, or setting up a basic website—and build from there.

3. Play to your strengths

Hate video? Don’t do TikTok. Prefer writing? Focus on blog posts or newsletters. Consistency matters more than covering every platform.

4. Use proven shortcuts

Sites like BookBub, Amazon ads, or Bookshop.org give indie authors ready-made ways to reach readers. You don’t have to invent the wheel.

5. Think connection, not sales

The most effective promotion is about building relationships—sharing your story, engaging with your audience, offering value. If you keep that focus, the sales follow naturally.

Moving forward

Marketing is part of the job—but it doesn’t have to feel alien or impossible. Every author starts from zero. And the truth is, most “successful” authors built their audience step by step, one connection at a time.

If you’ve written a book, you already have the hardest part done. Marketing is simply learning how to let people know it exists.

Your Next Steps

If this fear resonates with you, here are three ways I can help:

Request a free paperback copy of my book – packed with practical advice on self-publishing.
Register for my free webinar – discover the 5 mistakes most new authors make and how to avoid them.
Book a place on my self-publishing course – and get step-by-step support to take your book from draft to readers.