When it comes to selling books today, too many authors think they can rely on just one thing: social media posts, Amazon ads, or maybe a single book signing. But the truth is, selling books in today’s world demands a blend of in-person and online marketing strategies — and if you lean too heavily on one while ignoring the other, you’re likely leaving sales (and readers!) on the table.
If you’re struggling to see the momentum you want, chances are you’re making one (or more) of these six mistakes:
1. You’re Hiding Behind a Screen
Online marketing is powerful. No question. You can reach thousands — even millions — of readers from your couch. But the flip side? It’s noisy. People crave real connection in a world full of digital ads and endless scrolling. When readers meet you in person, hear you speak, or even shake your hand, they form a bond that’s hard to replicate online.
Fix it: Don’t underestimate the impact of in-person appearances. Attend local book fairs, organize readings at indie bookstores, offer workshops at libraries, or even host “pop-up” author events at coffee shops or farmers markets. Every handshake and conversation can turn a casual reader into a lifelong fan.
Pro tip: Bring extras — bookmarks, postcards, stickers — so even if someone doesn’t buy on the spot, they leave with a reminder of you.
2. You’re Ignoring the Power of Online Reach
On the flip side, maybe you’re focusing only on in-person events. While face-to-face interactions are gold, the internet offers something you can’t ignore: scale. Readers today often find their next favorite book through TikTok, Instagram, Goodreads, podcasts, blogs, and newsletters — not just the local bookstore.
Fix it: Pick 1-2 online platforms you enjoy and build a steady presence there. Consistency matters more than perfection. Show up, share valuable content, connect with your readers like they’re friends — and don’t be afraid to be a little you online.
Reminder: You don’t need to be everywhere. Focus where your ideal readers are hanging out.
3. You’re Not Making it Easy to Buy
Imagine a reader hears you speak at a local event — they’re excited, ready to buy — but there’s no easy way to get your book. Or maybe you post a glowing review online but forget to include a direct purchase link. Every additional step between a reader and your book increases the odds they’ll lose interest and move on.
Fix it:
- At in-person events: Have plenty of books on hand and a simple payment system (Square, Venmo, PayPal QR codes).
- Online: Always link directly to where your book is available. Use tools like Linktree or Beacons if you’re sharing multiple links.
Small tweak, big payoff: Make it stupidly easy for people to give you money.
4. You’re Selling Instead of Connecting
Readers today can smell a sales pitch from a mile away — and they’re tired of it. Constant “buy my book!” posts can actually drive readers away instead of drawing them in. People want stories, not ads. They want realness.
Fix it: Share behind-the-scenes moments from your writing life, talk about why you wrote your book, what challenges you faced, what inspired you. Show them your world — not just your product.
Connection first, sales second. Build a relationship, and the sales will follow naturally.
5. You’re Missing the Follow-Up
A reader hears you speak. They love your vibe. They even buy your book. Then… crickets. No follow-up, no invitation to stay connected. Without a plan to keep nurturing that relationship, you’re constantly starting over.
Fix it:
- At in-person events: Collect emails with a giveaway (like a free short story or discount).
- Online: Invite readers to subscribe to your newsletter, follow your social channels, or join your reader community.
Key mindset: Every reader interaction is the start of a longer relationship — not a one-time sale.
6. You’re Not Building a Brand — You’re Selling a Single Book
A single book is easy to forget in the chaos of today’s market. But a brand — a recognizable vibe, voice, and message — sticks. If you’re only thinking about selling “this book,” you’re missing the bigger picture: building a career that draws readers back for everything you create.
Fix it: Think about what you stand for as an author. Is it cozy escapism? Hard-hitting realness? Dark fantasy adventures? Warm-hearted humor? Own it. Build it. Let it shine through your website, your social posts, your events, and your conversations.
Think bigger: You’re not just selling a book — you’re building a world readers want to stay in.
Final Thoughts
Marketing today isn’t about choosing between online or in-person — it’s about blending both into a thoughtful, authentic strategy.
When you show up consistently and creatively, you don’t just sell more books — you build a real community of readers who are excited to follow your journey for years to come.
Selling books is hard work — but with a little heart, hustle, and smart strategy, it can also be one of the most rewarding things you’ll ever do.