Writers Are Not Salesmen — But They Need to Be

It’s kind of wild when you think about it: writers — people whose entire job is to craft stories for a target audience — often have no idea how to sell those stories.

At least, that was me… about a month ago. It all came out of necessity, really. I had a few run-ins with so-called promoters who claimed they could boost my book’s reach — but nothing they did translated to sales. It was disappointing, but eye-opening. I realized if this book was going to succeed, it would be because I made it succeed, by staying on brand and learning how to do it myself.

Here’s the hard truth: if you want your book to find readers, you have to learn how to market it. And ironically, the tools we need to do that are already baked into our writing. We just don’t recognize them.

Let me explain.

We already know how to hook readers — we do it every time we write a compelling first sentence. But selling your story to the world? That’s just hooking on a larger scale.

As a Navy vet, I’m prone to a good fishing metaphor. So here’s one that breaks book marketing down in the simplest terms:

Marketing a Book Is Like Fishing

You need four things:

1. Gear up.

Before you cast anything, you need your gear: the basics like your book cover, reviews, formats (ebook, paperback, audio), your bio, and where the book is available. This is your tackle box.

But let’s break that down a bit more:

A killer book cover — People do judge books by them. It needs to look professional and genre-appropriate. If your story is epic sci-fi but your cover looks like a romance or DIY manual, you’re going to confuse (or lose) readers.

Blurb that sells — This isn’t a synopsis. This is copywriting. Your book description needs to raise curiosity, evoke emotion, and promise an experience.

Credibility builders — Early reviews, endorsements, even a few blurbs from beta readers or influencers in your genre can give your book an edge.

Formats that meet readers where they are — Some people only do audiobooks. Others live on Kindle. Make your story accessible in as many formats as possible.

A clean, compelling author bio — You don’t need to be famous. Just be human. Let people connect with you.

Clear availability — Your book should be easy to find, easy to buy, and available on platforms where your readers shop — Amazon, Barnes & Noble, Kobo, etc.

This is your foundation — your toolkit. Without it, no matter how good your book is, you’re fishing without a hook.

2. Go where the fish are.

You wouldn’t cast a line into an empty lake and expect a catch. Same with your book. You’ve got to go where your audience lives — where they naturally gather and talk about the kinds of stories you write. Find sci-fi communities — online forums, conventions, BookTok, newsletters, Reddit threads. Meet your readers where they hang out.

This step is all about research and alignment. You need to know who your ideal reader is and where they’re already spending time. That means:

Identifying your target audience — Are they YA readers? Adult fantasy lovers? Hardcore sci-fi buffs? Cozy mystery fans? Know who you’re writing for.

Finding genre-specific hangouts — Every genre has its hotspots. For sci-fi, think r/printSF, r/sciencefiction, or niche Facebook groups. For romance, maybe Bookstagram or certain BookTok hashtags. For horror, think YouTube reviewers or horror Discords.

Showing up consistently — You can’t just drop in and shout “buy my book.” Become part of the community. Share thoughts, reviews, art, memes — whatever the group’s culture is. Build relationships.

Thinking beyond the internet — Don’t forget physical spaces: bookstores, cons, author meetups, local libraries, writing clubs. These are lakes full of readers.

Marketing is not about shouting the loudest; it’s about showing up in the right places, listening first, and then contributing meaningfully. Like when I stopped mass-following random Medium accounts and focused on connecting with other fantasy writers — that quiet pivot made all the difference. If you want readers to care about your book, you need to care about them first.

That realization hit even harder while I was on Medium. I was following just about anyone — hoping the follow-back game would build my audience. But I had to pause and ask myself: why am I following someone writing about tech stuff when I’m a fantasy writer?

So I changed my approach. I started following and engaging with other fantasy writers. Reading their stuff. Leaving comments. Being part of their conversations. Since making that shift, I’ve gained over 100 followers in a month and I’m approaching 500 now — and this time, it’s the right audience.

3. Bait your hook and cast it.

Now comes the real work. Why should anyone pick your book over the thousands out there? What’s the unique angle, the hook, the emotional payoff? Craft ads (static and video), share free chapters, post behind-the-scenes content, talk about the why behind your story. This is where you turn storytelling into persuasion.

This is where strategy takes over. You’ve got their attention — now give them a reason to care:

Know your hook — Just like your story needs a first-sentence hook, your marketing needs a lead. What makes your book stand out? Is it a unique setting? An emotional theme? A jaw-dropping twist? Highlight that in every post, trailer, or promo.

Create a teaser ecosystem — Share bite-sized chunks of your book: a killer line of dialogue, a character sketch, a gripping excerpt. These are breadcrumbs that lead readers to the full meal.

Leverage video and visuals — Short video trailers, animated quote graphics, even TikTok reels of your writing process or character aesthetics can make a difference. People scroll fast — grab them visually.

Tell the story of your book — Why did you write it? What problem did it solve for you? What emotion does it explore? Readers love a good origin story — especially if it mirrors something in their own lives.

Engage with feedback — When someone comments, responds, or shares — talk back. Build that relationship. A potential reader who feels seen is more likely to become a fan.

This isn’t about selling in the used-car sense. It’s about sharing. Inviting people into your creative world. That’s how you shift from anonymous author to someone worth reading.

4. Be patient.

You can’t force-feed readers. All you can do is stay consistent, stay visible, and keep casting. It takes time. A lot of time. But if the book is good — and you’re willing to keep showing up — people will bite.

That means:

Stick to a posting rhythm — Whether it’s twice a week or daily, pick a sustainable pace and stick with it. Consistency builds momentum.

Don’t get discouraged by silence — Most of your early audience won’t comment, like, or buy right away. They’re watching. Lurking. Waiting. Keep going. Everyone starts small, and growth is rarely linear — but every post, every connection, every reader counts.

Celebrate small wins — Got your first review? One reader said your story made them cry? Screenshot that moment and let it fuel you.

Refine as you go — Marketing isn’t static. Try different platforms, experiment with content, tweak your approach. Learn from what lands — and what doesn’t.

Keep creating — The best promo for your book is the next book. Stay focused on your long game. Your audience will grow over time, especially if you’re building a body of work worth returning to.

Patience isn’t just about waiting. It’s about trusting the process, adjusting with intention, and believing that what you’re building has value.

Call to Action

If you’ve put a book out into the world, drop a comment or DM me — what worked for you? What flopped? The more we open up about the journey, the more we help the next wave of writers get their stories seen, sold, and celebrated.

Final Thought

Writers aren’t salespeople by default. But we are storytellers. And great marketing is just storytelling with a purpose.

No one else will sell your book with the passion you will.

So gear up. Find your readers. Cast wide. And wait.

Your story’s got something special. Now go convince the world.

And while you’re at it — what’s your hook? Where are you casting your line? Share your wins, struggles, or favorite marketing lessons in the comments.

Bonus Tip: Want to see what dark romance actually looks like in motion? Check out Unearthed Love: Baron Midnight — now streaming on TikTok via @dblkrose_bsp. Passion. Power. Bite. 🎥📖