6 Ways to Promote a Debut Novel

The Investor Strategy

There isn’t one surefire way to promote a book.

As a debut author, I’ve researched the many opportunities for book exposure, and they are as varied and far-reaching as authors themselves. Some writers swear by social media and spend hours each day online pushing their latest novels. Others eschew such tactics, convinced that bombarding virtual friends with book and author photos, giveaway blitzes, and shared reviews does little more than annoy their followers.

Giveaways

Giving away books in the hope that readers will provide the reviews they’ve promised on sites like Goodreads, Amazon, and Barnes & Noble usually results in about two-percent of readers complying. Give away 100 books and you’ll get two reviews. Not a quick and easy method for sharing your story with the reading public—especially if the reviews aren’t good ones.

I have found that something I’ll call The Investor Strategy has worked the best for me. First, let me explain what this is.

What is the Investor Strategy?

When I got married, a wise person suggested I put expendable cash in the stock market. We had very little money to part with, but I was assured it didn’t matter. Even a dollar a day would yield substantial gains when paired with the magic of time and compound interest. 

And it did.

Once our little nest egg grew, our newly acquired financial advisor recommended diversifying our assets. As most of us know, this involves choosing both stocks and bonds, and investing money in tried-and-true companies as well as risk-taking enterprises. When it came to spreading the word about my debut novel, I’d have to use the same strategy. I’d split my assets (my devotion to the craft, willingness to talk with anyone about writing and books, and the ability to be flexible with those willing to help me) with the innate detriments I’d have to consider (limited promotion time for a full-time author and less-than-boundless cash to devote to promotion and marketing).

This mathematical equation was oddly comforting—and strange. Letters, not numbers, had always been my true love, my North Star, guiding me to a career of excitement and fulfillment as a magazine editor, a freelance writer, and now, a novelist. But, unlike the sentences in my twisty suspense thrillers, the formula I’ve created for promoting my books is no mystery. Here, the six things I’ve done to get the word out about my debut novel, I KNOW SHE WAS THERE:

1. Engagement

I engaged with other authors and social media influencers to build relationships over our shared love of reading, writing, and books. This means showing up for projects they are excited about, not just pushing your own writing on them. If an Instagram book influencer posts a question about the writing process, answer it. And ask them things you’d like to know about their book projects.

2. Book tours

I hired a virtual book tour company to tease the cover and share the story with influencers. Be warned, every participant may not enjoy your book. I was fortunate—the influencers who chose to read I KNOW SHE WAS THERE all loved it. I made new friends through this process, which has been such fun. Many have become trusted allies as I slog through the writing, marketing, and promoting trenches.

3. Guest appearances

I never said no to any opportunity to get my book in front of others. I always grant requests for guest blog posts (no matter how busy I am), podcast appearances (regardless of how small their reach may be), and in-person events. Besides promoting at bookstores and libraries, I have set up my author table at a bakery, pub, and women’s clothing store. All requested my time and effort—and all events helped push my book forward.

4. Writing conferences

I attended writing conferences all over the country. Shortly after my book released, I decided to take it on the road. I signed up for six writers’ conferences in six different cities over a six-month period—with stops between cities! The book tour started in Bethesda, MD (Malice Domestic conference); swung through Raleigh, NC, for a fantastic book club event; meandered up to Mechanicsburg, PA, for a bookstore-sponsored meet and greet; then onto SleuthFest in St. Petersburgh, FL, followed by ThrillerFest in NYC; Killer Nashville (of course, in Nashville); and Bouchercon in New Orleans, LA. For those like me who saved their pennies for these events, it’s the best possible way to network with other writers and meet readers seeking books in your genre. The exposure was invaluable. One way I made it more “affordable” was to meet up with family members along the way and turn free time into mini vacations.

5. Book awards

   
   

I entered book-award contests in addition to the ones my publisher submitted my work to. It’s usually around a hundred bucks to submit to each contest but if you win, the exposure is priceless. I submitted to the (arguably) most prestigious international independent book award competition: the IPPY. And I won the gold medal in the best Suspense/Thriller category. I also sent my book to Killer Nashville’s Silver Falchion competition and snagged Judges Top Pick recognition. Readers are swayed by award-winning novels.

6. Write again

   
   

I wrote another book. Readers turn into fans of authors they like. If they loved your first novel, they’ll be eager to read your next one. Don’t disappoint them! I’m just now signing the contract for my next psychological suspense novel. It should release in early spring of 2027.

Do you have a unique strategy for promoting your book?

Hop on and share it with me! I love to hear from readers and fellow writers. In the meantime. . .

Happy reading and writing!