So, you’ve written a book and decided to self-publish. The excitement is palpable, but there’s one harsh truth you need to confront: just because your book exists doesn’t mean anyone will read it. If your ultimate goal is to be a successful author, your focus should shift from selling your book to finding readers. The journey to building a loyal readership starts with exposure, not profit. That’s why cost-effective strategies like Amazon’s KDP Select giveaway program and Kindle Unlimited (KU) are your best friends when you’re starting out.
But there’s another layer to this: giving away your book directly to readers by creating your own EPUB or Kindle files and starting with your personal network. This DIY approach, combined with strategic giveaways, helps you build an email list of readers while fostering genuine connections.
Let’s dive into five common strategies that are often touted but unlikely to work for the average self-published author—and why giveaways and DIY tactics are the smarter moves.
1. Running Expensive Ads Without Marketing Expertise
Many self-publishing guides will recommend running ads on Amazon, Facebook, or Google. While these platforms are powerful, they’re also expensive and require marketing skills to yield results. Without experience, you’re likely to spend hundreds (or even thousands) of dollars testing ads that may never convert. Worse, these ads focus on selling rather than building relationships with readers.
Why It Won’t Work: If you’re not a savvy marketer with a budget for trial and error, this strategy will drain your wallet and leave you disillusioned.
What to Do Instead: Use KDP Select giveaways to get your book into readers’ hands for free. Complement this with direct giveaways by creating an EPUB or Kindle file yourself. Start by sharing it with friends, family, and their networks, encouraging them to pass it along. Building a circle of readers this way is organic and cost-effective.
2. Banking on Social Media Virality
The idea of going viral is seductive. Post a tweet, make a TikTok video, or share an Instagram reel, and suddenly your book is an overnight sensation—right? Not quite. Going viral is unpredictable and usually requires luck, a large following, or content that resonates deeply with an audience.
Why It Won’t Work: If you’re a new author with no established audience, relying on social media alone is like shouting into the void. Your book might not reach enough people to make an impact.
What to Do Instead: Focus on your personal network first. Create a simple landing page or use an email marketing tool where readers can download your book in exchange for their email address. This way, every reader who gets your book is someone you can stay in touch with as you build your audience.
3. Paying for Professional PR Services
Professional PR services promise media exposure, reviews, and placements in prestigious outlets. While this sounds appealing, these services are prohibitively expensive for most self-published authors. Plus, traditional media doesn’t always translate to book sales, especially for unknown authors.
Why It Won’t Work: PR campaigns can cost thousands of dollars with no guarantee of a return on investment. The audience reached through media coverage often isn’t targeted or interested in your genre.
What to Do Instead: Engage directly with your community. Build relationships with readers by offering them a free copy of your book directly. Include a heartfelt thank-you note encouraging them to share their thoughts or recommend the book to others. It’s personal and effective.
4. Expecting Your Book to Sell Itself
Too often, authors believe that their book will speak for itself. “If it’s good, people will find it,” they think. Unfortunately, the reality of the publishing world is that books don’t sell themselves—especially when competing with millions of others on platforms like Amazon.
Why It Won’t Work: Without active efforts to market or distribute your book, it will remain invisible. Good writing is important, but it’s not enough to generate sales or readership.
What to Do Instead: Beyond KDP Select giveaways, take control by formatting your book into EPUB and Kindle files. Send these directly to people in your circle and ask them to recommend the book to others. You can also distribute these files through reader-friendly platforms like BookFunnel to make sharing easy.
5. Setting Unrealistic Sales Goals
The allure of becoming a bestseller is strong, but it’s also misleading. Focusing solely on sales goals can distract you from what really matters: building an audience. Most self-published authors will not see significant sales right away—and that’s okay.
Why It Won’t Work: Chasing sales without first establishing a readership is like trying to build a skyscraper without a foundation. You’ll burn out before you see results.
What to Do Instead: Shift your mindset to prioritize readership over revenue. Use DIY tactics to build your audience. Offer your book for free directly to readers, and gather email addresses in exchange. This builds a list of readers who are genuinely interested in your work, setting the stage for long-term growth.
DIY Strategy: Building Your Reader List
If you want to take full control of your book’s distribution, creating your own EPUB or Kindle files is a must. Here’s how to get started:
- Format Your Book: Use free tools like Calibre or Reedsy to create professional EPUB and Kindle files.
- Distribute to Your Network: Share your book with friends, family, and their networks. Encourage them to spread the word.
- Collect Emails: Set up a simple form using tools like Mailchimp, ConvertKit, or Google Forms. Readers get your book for free in exchange for joining your mailing list.
- Expand Your Reach: Ask your initial readers to recommend your book to others. This creates a ripple effect, growing your audience organically.
This approach not only gets your book into the hands of readers but also builds a valuable email list you can use to promote future books.
Final Thoughts
As a self-published author, your initial goal should be to find readers, not to chase elusive sales or unrealistic dreams of virality. By avoiding costly, ineffective strategies and focusing on giveaways and DIY distribution, you can build a loyal readership without breaking the bank. Start with the people closest to you, leverage Amazon’s promotional tools, and grow your audience one circle at a time. Remember, every great author started with a small but loyal group of readers. Now, it’s your turn to build yours.
