What’s In, What’s Out: The Book Marketing Edition

Every so often, book marketing needs a good cleanout.So in this episode, we’re doing our own book marketing “In & Out” list—the strategies, habits, and author expectations we’re happily carrying forward, and the ones we think need to be shown the door.And yes, we have opinions.Out: stuffing keywords everywhere they’ll fit. Trying to show up on every social media platform because someone told you that you “have to.” Obsessing over follower counts that look impressive but don’t necessarily sell books. Treating launch week like your one and only shot at success. And spending money on flashy marketing assets simply because they look like marketing.In: reader-first copy that actually sounds human. Clear book positioning. Choosing marketing channels based on where your readers are—not where everyone else is shouting the loudest. Building reviews, visibility, and word of mouth over time. Growing a newsletter and reader base you can bring with you from book to book. And making smarter decisions about where your time, energy, and budget will actually have an impact.We also tackle one of the biggest author-marketing myths: that more is always better. More posting. More platforms. More tactics. More noise.It isn’t.The goal isn’t to do everything. It’s to know which things matter for your book, your readers, and where you are in your publishing journey.We’ll also talk about why long-tail marketing deserves a permanent spot on the “in” list, why reader retention may matter more than chasing a one-week bestseller spike, and why simple, authentic author video can often do more for reader connection than an expensive book trailer.Consider this your permission slip to keep what works, ditch what doesn’t, and stop feeling guilty about all the marketing tactics you were never going to enjoy doing anyway.If the episode helps, subscribe, share it with an author friend, and leave us a review so more writers can find practical book marketing advice that actually fits the way readers discover and buy books today.Send us your feedback!Order Penny's latest book, Think Local Sell Global and start building a book sales strategy you have more control over!📱 Text Penny & Amy: Send your marketing questions, show feedback, and episode ideas. Text PODCAST to (888) 402-8940 to join and get new episode alerts. Save our number!⭐ Enjoying the show? Please follow the podcast and leave us a review on Apple Podcasts or Spotify. Your reviews help more authors discover the show!💬 Don't use Apple Podcasts or Spotify? Email your review to [email protected] and we'll feature it on our website.